1. Social Media and the
Corporate World

2. Agenda
• Housekeeping
• Eric Qualman
• Test Recap
• Crisis Detection
• Crisis Communication
• Intro to SEO
• Social Media Press Release

3. HOUSEKEEPING

4. ERIK QUALMAN

5. TEST RECAP

6. Test Recap
• Class Average (86.7%)
• Test worth 10%

7. Test Recap
• Measure Social Media ROI
• New Business
• New Leads
• New Sales
• New Visitors
• New Page Views

8. Test Recap
• Bit.ly - Link shortener - Also measures clicks and where they
come from (GEO and Source)

9. Test Recap
• Tweetdeck, Hootsuite, Seesmic - Social Media Dashboards or
Engagement Consoles.

10. Test Recap
• Social Media is the new Inbox - Is email declining? A lot of
people just said social is rising in importance. Mention how
email is diminishing in importance.

11. Test Recap
• Currency of social media and search is:
•CONTENT

12. Test Recap
• Creative Commons helps content creators and those that want
to share content. And saves the legal implications. Win for
everyone (content creators, content distributors, and us the
consumers/ readers/viewers)

13. Test Recap
• Two ways that key performance indicators (KPI’S) are used for
measuring are:
• Benchmarking - Follower Count, Reach, Mentions, Web Traffic
(Google Analytics)
• Growth - Campaign tracking, Brand Health, Crisis Detection,
Impressions, Competitive Intelligence

14. Test Recap
• Bounce rate - when someone views just one piece of content
on your site and leaves.
• Social is making it go up for almost all websites, as we point
them to the content they want most.

15. Test Recap
• Referral Traffic is where people are coming to your site from.
• Social fits in:
• Facebook insights tell where people are coming to your page
• Also see which social channels are driving traffic.

16. CRISIS MANAGEMENT

17. Crisis Planning
• Crisis Control is a myth
• "You can't take something off of the internet. That's like trying
to take pee out of a swimming pool" - Joe Rogan

18. Six Things To Remember
1. Monitor the conversation
2. Maintain your voice, and communication to your audience
you're giving them breaking news
3. Have a quick response team
4. Know your audience
5. Speak the same language
6. It's about trust
Source: http://www.slideshare.net/kamichat/10-steps-integrating-social-media-into-
crisis-plans

19. Monitor!
• Use a tool (Sysomos, Radian 6, Google Alerts) to
track to any unusual spikes in activity
• Spikes that don’t relate to a campaign you’re
running
• Monitor your own internal forums and message
boards
• Allows you to control the conversations
• People can support each other

20. Crisis Control
Be prepared to respond:
• Have multiple members of your team with access
• Have Twitter on your smart phone, and set up notifications in
case something goes wrong
• “Firefighter with an iPhone”

21. Example – Kevin Smith
• "@ThatKevinSmith hey Kevin! I’m so sorry for your experience
tonight! Hopefully we can make things right, please follow so
we may DM!“ - @SouthwestAir
Source: http://www.fcv.ca/blog/your-companys-worst-social-media-nightmare

22. Example – Kevin Smith
• "Our apology to @ThatKevinSmith and more details regarding
the events from last night – http://cot.ag/96KHC7
#Southwest“
• Didn’t get defensive.
• Apologize even if you may be right
• Respond quickly, sincerely and empathetically and you will be
trusted more than before
Source: http://www.fcv.ca/blog/your-companys-worst-social-media-nightmare

23. Red Cross

24. Example (of how NOT to do it)
• Donald Trump Jr.

25. Example of how not to do it

26. Social Media Press Release
• Classic PR Tactic
• Push your story to as many journalists as possible
• Hope the message is heard
• Social media has changed the way that press releases are
done

27. Social Media Press Release
• Multimedia
• Photos and videos
• Drive online traffic
• Easily shared
• Drive traffic through links, video
• Measurable – can measure shares, email, times it has
been picked up
• Example: http://www.marketwire.com/press-release/sandvine-takes-the-byte-
out-of-real-time-entertainment-metrics-tsx-svc-1557755.htm

28. Social Media Press Release
• The same rules apply
• Don’t spam! (Target your audience)
• Write properly
• New rules apply
• Write for search engine optimization (we will talk
about this next week)
• Make it easy to share
• Provide all the necessary links
• Keep the title short

29. INTRO TO SEO

30. Search Engine Optimization
• Making yourself appear at the top of Google
• Make your site easier to index
• Paid ad search
• Organic SEO
• Black hat
• Dirty tactic
• White hat
• Good tactics

31. Importance of SEO
• Advertising may not work
• A site that looks great, may be hard to find
• How many Google results do you look at?
• 62% of users click a link on the first page
• 62% of users click a link on the first page
• 28% check the second page
• This is on the rise but still low
• Rank 1 receives 42.1%
• Rank 2 receives 11.9%
• Further reading: http://www.seoptimise.com/blog/2010/03/35-crucial-seo-
twitter-social-media-statistics-for-business-people.html
• http://www.seomoz.org/blog/clickthrough-rates-in-the-serps-what-are-the-real-
numbers
• http://seoblackhat.com/2006/08/11/tool-clicks-by-rank-in-google-yahoo-msn/

32. What happens in Google?
• Social connections
• Advertisements
• Organic search results

33. SEO Basics
• Vary your language – use a thesaurus or Google Keywords tool
• Add text to your links. People search with words
• Multiple domains – redirect
• Work with your network to provide “link love”
• Give yourself some link love – map your site out well
• Install a plugin
• Hire a professional

34. Assignment
• Write a social media press release for a company of your
choice
• 500 words
• Include three links
• Company website
• Social Profiles
• Previous press release about the company
• One Video
• Two photos
• Logos
• Key people or products
• Format in Microsoft word. Just include the video link