Weaving the Social Web - Social Media Marketing with a PR twist
1. Public Relations Association of Mississippi
November 10, 2008
Weaving the Social Web
Embracing the Rock Star Communicator’s Toolset
Ed Schipul
eschipul@schipul.com
www.schipul.com // www.brandtobedetermined.com
http://www.flickr.com/photos/restlessglobetrotter/2132076796/
2. “For a slender figure, reach for a Lucky instead of a sweet”
Selling cigarettes to women
3. Easter Parade,
5th Avenue
1929
Selling cigarettes to women using ‘Big Think’
4. What we’ll talk about...
• PR stories (then and now)
• Social Media tools
• 4 Pillars of Social Media success
http://www.flickr.com/photos/jkgroove/116773990/
• 3 Motivations of People
Growing Community through online Communication
5. The steps for a successful PR campaign
•Research
•Strategic Planning
•Implementation
•Evaluation
Source: http://www.praccreditation.org/becomeAPR/KSAs_Competencies.html
11. Red Bull soars with Art of Can
http://flickr.com/photos/coda/8875179/ http://flickr.com/photos/coda/8875186/
http://flickr.com/photos/14922438@N00/305566359/
12. BARTENDERS COMMUNITY
www.flickr.com/photos/laughingsquid/253927535/
http://flickr.com/photos/crispyfried/2517882139/ http://flickr.com/photos/edwardleger/2148495301/
17. Red Bull:
Listens to their best sales people
http://flickr.com/photos/sterlingely/sets/1750464/
18. The (new) Art of Listening
What are they saying to you?
www,technorati.com/watchlist
Powerful Social Media search
engine watches for your terms and
updates you
www.google.com/alerts
Email updates for your
company name and
keywords
http://alerts.yahoo.com
Yahoo! alerts you of any
occurrences of defined terms
and names
26. Bernays builds community
Communities and schools compete together
• Schools formed own
teams
• Communities competed
against each other’s best
teams
• Local artists
collaborated
27. Bernays builds community
Celebrity judges for soap sculptures
• Top architects, artists
and curators called to
judge
• Organizational board
made up of heavy
hitters in various
industries
• Museums and
galleries called on for http://flickr.com/photos/98538941@N00/2250482065/in/pool-79248696@N00
participation and
support
28. Bernays builds community
Newspapers and communities sponsor entrants
• Free ads announcing
contest in national
papers
• Sponsorships for
travel and entry costs
of local winners
• Donations of soap and
tools to schools and
art groups
30. The (new) Art of Community Building
Showing love in the Blogosphere
• Link love is a form of
currency
• Share brain candy -
• Promote others within
community
Easy as:
31. It’s all about the Commotion
http://www.flickr.com/photos/spotrick/1661694268
33. The (old) Art of Promotion
Broadcasting the message on paper and waves
• HUGE global write ups
• Free ads / radio spots
• Vocal support from
various organizations:
• Parenting
• Community
• Arts
• Architecture
34. The (new) Art of Promotion
Let your community contribute their voice
www.youtube.com
www.flickr.com
http://del.icio.us
36. Ivory soap carving campaign outcome
Campaign longevity - over 50 years
http://www.ivory.com/PureFun.htm
37. Ivory soap carving campaign outcome
Carving soap on the Internet
http://www.youtube.com/watch?v=iouyusCpw0s
http://www.youtube.com/watch?v=hyRnALkQMLk&feature=related
38. Schwaklakk Soap Carving Day - March 8th
www.schwaklakk.com
http://flickr.com/photos/8032818@N08/2323370112/
39. Red Bull Art of Can campaign outcome
1,305,920 Red Bull Art of Can views
http://www.youtube.com/watch?v=d-HGLA6SvfQ
40. Red Bull Art of Can campaign outcome
Brand visibility galore - 10,000s photos on Flickr
http://flickr.com/photos/officebox/1184751975/
http://flickr.com/photos/marcel_patti/2406780315/in/pool-83404792@N00
41. Red Bull Art of Can campaign outcome
Follow the Micro-Blogging buzz
www.tweetscan.com
www.summize.com
www.twitscoop.com
53. A rather dry Blogging checklist
• Transparency
Bored
• Conversational tone
• Genuine passion for a subject
• Feedback mechanisms
http://www.flickr.com/photos/dcassaa/1331767481/
• Community participation and interaction
• Knowledge sharing
55. Create your Personal Brand
• Keep it consistent EVERYWHERE
• Create an Avatar
• Add important links / personal
brands to your email footers
• Promote your employee Personal
Brands (www.schipul.com/
happykatie)
Happykatie!
56. Let’s Get Blogging!
• Set up a fast template
Blog
• Start simple - match
branding graphics later
• 5 posts before ‘launch’
www.typepad.com
www.blogger.com
www.wordpress.com
57. Let’s get Blogging!
Wordpress Template Sites
http://topwpthemes.com/
http://www.nattywp.com/
http://www.wpthemespot.com/
65. GM grooves on the online community’s input
‘After years of reading
and reacting to the
automotive press, I
finally get to put the
shoe on the other foot.
In the age of the
Internet, anyone can
be a ‘journalist’.’
~Bob Lutz
FastLane Blog - GM’s Bob Lutz
http://fastlane.gmblogs.com/archives/bob_lutz
66. 5 great ways YOU (yes, you)
can use a Blog for your business
67. 1. Establish an online presence on the cheap
Caroline Collective
www.carolinecollective.cc
68. 2. Look brilliant, be adored by many
Crowdspring - crowd source graphic design Blog
http://blog.crowdspring.com
69. 3. Support, give back and build your Community
Houston Artist Relief Blog -- HAA artist outreach
www.haahelps.com
70. 4. Promote and extend conferences and event life
Mom 2.0 Summit
www.mom2summit.com
71. 5. Run a viral marketing multimedia campaign
www.arttheheartofhouston.com
www.haablog.com
74. What is Success?
• Define your goals ahead of time:
www.intensedebate.com
• Hits to your Web site / special landing page
• Number of comments or link outs
• Links from Influencers
• Answers to online polls
www.polldaddy.com
75. How do you know it’s working?
• Define your goals ahead of time:
• Newsletter sign up
www.mailchimp.com
• Raised funds (www.chipin.com)
• Number of ‘favorites’ or ratings
• Trackbacks from other Blogs
77. Stick with your strategy and tweak as needed
• High traffic time?
• Post topics particularly hot?
• Who are your top referrers?
• How are they consuming your info?
http://www.flickr.com/photos/8136496@N05/2327243497/
78. Tracking your success....
Statistics are available, numbers work...
Google Analytics (free and track your PPC)
www.google.com/analytics
79. Tracking your success....
Stats just a click away...
Built-in Blog utility traffic meters
www.typepad.com // www.wordpress.com
82. Visualization tools
Embed rich media for higher readership
• Use other free online social networks to
host or discover Rich Media:
• Video:
• www.youtube.com
• www.vimeo.com
• Photos:
• www.flickr.com
• Audio:
• www.seeqpod.com
83. Visualization tools
Create your own Rich content
• Jing (www.jingproject.com/) - free
desktop image and video recorder
• Picasa (www.picasa.google.com) - edit
images and video with easy uploads
• ComicLife (http://plasq.com/comiclife/)
- have fun with your images and graphics
85. Badges of honor - make your brand portable
• Let your visitors take your brand
http://www.librarything.com/extras.php
with them
http://www.flickr.com/badge.gne
• Easily embedded / shared
graphics that show interests or
affiliation
• Cooler than a boring logo and
much more interactive
86. Make your life easier: Windows Live Writer
http://windowslivewriter.spaces.live.com/
88. Tracking the online conversation...
Track the conversation and find out!
www,technorati.com/watchlist
Powerful Social Media search
engine watches for your terms and
updates you
www.google.com/alerts
Email updates for your
company name and keywords
http://alerts.yahoo.com
Yahoo! alerts you of any
occurrences of defined terms
and names
89. Tracking the online conversation...
Further online Reputation Management
Google Trends search:
www.google.com/trends
Technorati search:
www.technorati.com
90. Tracking the online conversation...
How do you compare to your competition?
www.blogpulse.com
Great visuals to track you and
your competition’s online
activity and Buzz
93. Tracking the online conversation...
Timeliness and sincerity mean everything
• Draft response strategy beforehand
• If you need to say you’re sorry:
mean it and back it up with visible action!
• A crisis is NOT the time to start a Blog
• Respond personally and publicly
95. Social Media Tools
Podcasts - How an iPod makes you smart
• Low-tech recorded online
‘radio shows’
• Amazing knowledge sharing
• Listen wherever you want
http://www.flickr.com/photos/ollyhart/123420044/
102. Social Media Tools
Online video - no popcorn required
• Tell your story
• Keep members in the loop
• Share knowledge
• Be genuine
http://www.youtube.com/watch?v=RkBdNBQNlRk&feature=related
106. More than just pretty faces and scenery
Sharing memories and generating buzz
http://flickr.com/groups/oih/
107. You already might have a following on Flickr!
http://flickr.com/photos/billtex48/2178056762/
108. Do more with less...
Spread the Flickr love and look cool doing it
http://bighugelabs.com/flickr/
109. Social Media Tools
Social Networks - Connective and effective
• Leverage existing networks
• Reach out to audience in a familiar
and comfortable environment
• Evangelize your organization
110. Social Networks - Connective and Effective
Facebook - not just for college kids
• Group pages grow
camaraderie
• Share your knowledge with:
- Facebook apps
- ‘Share’ feature
- News feed
• Great event planning
and buzz generation
http://www.new.facebook.com/group.php?gid=19149921502
www.facebook.com
111. Mobile: http://m.facebook.com
Web: www.facebook.com
1. Access messages
2. Update status
3. Use FB like a phone book
4. Upload photos and videos
112. Social Networks - Connective and Effective
MySpace - not just for the music crowd
• Go where your people
are
• Events, RSS feeds,
friend bulletins, great
ways to communicate
http://www.myspace.com/orangeshoworg
www.myspace.com
113. Social Networks - Connective and Effective
Social Powerpoint-ing with Slideshare
• Share
• Learn
• Be famous
• Find other brains like you
www.slideshare.net
www.slideshare.net
Find Ed’s presentations at
www.slideshare.net/eschipul
117. The (new) Art of Community Building
How can you use Twitter?
• Share your brain candy and link love
• Promote community and friends’ events and news
• (secondarily) Promote your events, content and news
• Give live outline of events or presentations
• Tell your friends where the speed traps are :)
• Say thank you!
118. Want to know who is talking about you on Twitter?
Follow the Micro-Blogging buzz
www.tweetscan.com
www.summize.com
www.twitscoop.com
119. Do more with less...
Feed your Tweets into other sites
123. A rubber raft in the middle of the ocean
http://www.flickr.com/photos/greenpeace_esperanza/sets/72157594522171737/
124. 3 Motivations
1. Material
2. Social
3. Ideological
Read more: http://www.schipul.com/en/art/?562
125. 3 Motivations
Material Social Ideological
1. Cash 1. Networking 1. Belief in a cause
2. Discounts 2. Socialization 2. Long-term political goal
3. Volunteers get free 3. Identity 3. Religious / spiritual
admission 4. Certification / validation 4. Self-actualization
4. Linkbacks to your site 5. Professional / Development 5. Art
5. Promotion* 6. Sex
7. Relationships
8. Organized Religion
9. Status
10. Esteem
11. Some politics
12. Achievement
13. Self-esteem*
14. Promotion
http://www.schipul.com/en/art/?562
126. 1. Material Incentives
• Pay this, get that. Done.
• Time-value of $$
• Transparency matters!
• Keep it small and simple
Photo credit: http://www.flickr.com/photos/
thegreentrilby/93788893/
127. 2. Social Incentives
• Incredibly complex
• Bunch of introverts
• All we need is love
Photo credit: http://www.flickr.com/photos/
barackobamadotcom/2214065098/
128. 3. Ideological
• Time-triggered, not time bound
• Keep an eye on ethics
• Search engines powerful ideologue
connectors
Julia Butterfly
Photo credit: http://www.cathedralgrove.se
130. A brief look at the 4 Pillars of Social Media Success
•Consulting
•Training
•Recruiting **
•Promoting
http://www.flickr.com/photos/96dpi/2119924191/
131. 1. Consulting
• What are your goals?
• Survey within and without
• Participation is key
• Make sure things are right
in the offline world too
132. 2. Training
• Social Media etiquette school
• Use those student interns for
knowledge sharing!
• Play nice with others
on your own for practice
• Patience, patience, patience
133. 3. Recruit
• Identify your current in-house
Social Media rock stars
• Recruit those that know and
can show you how
• Stay humble
• Be as transparent as possible
134. 4. Promoting
• Disclosure is essential
• Reach out to your communities
• It’s not all about you
• Get busy with the
‘invite friends’ button
136. Quickie Social Media To-Do’s
1. Read blogs
(find them on www.technorati.com)
2. Set up an RSS Feed Reader
(www.google.com/reader)
3. Join Facebook (www.facebook.com)
4. Join Flickr (www.flickr.com)
5. Track the buzz about you
(www.google.com/alerts)
137. Thanks for participating today!
Ed Schipul
CEO, Schipul - The Web Marketing Company
www.schipul.com // www.tendenci.com
(281) 497.6567
Blog: www.brandtobedetermined.com
Flickr: www.flickr.com/photos/eschipul
Twitter: www.twitter.com/eschipul
Find my slides on Slideshare: www.slideshare.net/eschipul