1. SOCIAL MEDIA 101
©Red Shoes PR, Inc.

2. OUTLINE
1. What is Social Media?
2. Why You Should Care
3. Forms of Social Media
 Video, Photo & File Sharing
 Blogs
 Micro blogs
 Social Networking
 Social Bookmarking
4. Managing & Using Social Media
2

3. OUTLINE
1. What is Social Media?
2. Why You Should Care
3. Forms of Social Media
 Video, Photo & File Sharing
 Blogs
 Micro blogs
 Social Networking
 Social Bookmarking
4. Managing & Using Social Media
3

4. WHAT IS SOCIAL MEDIA?
 Internet-based tools used for sharing and discussing
information among people
 Activities that integrate technology, social interaction,
and the construction of words, pictures, videos and
audio.
 Information depends on the varied perspectives and
quot;buildingquot; of shared meaning among communities
Wikipedia
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5. SOCIAL MEDIA IN PLAIN ENGLISH
5
http://www.youtube.com/watch?v=MpIOClX1jPE

6. SOCIAL MEDIA = NETWORKING
Think of Social Media as a typical networking
happy hour event…
 Everyone is looking to network and meet others
 Everyone has something to sell but you can’t be
pushy
 Listen to what others have to say
 Ask them about themselves and their business
 Inform them about what you do and what you
offer
 Tell others about them
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7. SOCIAL MEDIA:
BUILDING RELATIONSHIPS
 Ability to start and/or continue the conversation
online before or after an event
 Learn more about the person
 Stay in touch easier and more personally
 Real-time status updates
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8. WEB 1.0
INFORMATION GATHERING
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9. WEB 2.0
INTERACTIVE
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10. OUTLINE
1. What is Social Media?
2. Why You Should Care
3. Forms of Social Media
 Video, Photo & File Sharing
 Blogs
 Micro blogs
 Social Networking
 Social Bookmarking
4. Managing & Using Social Media
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11. WHY YOU SHOULD CARE
1. Shift in power from large companies to
individuals
2. Social media is not just online
3. Transparency
4. Many forms
5. Decentralized and real-time
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12. SEO
 Keyword research lays foundation
 According to Hubspot.com, the best keywords are
relevant to your business, searched often and
non-competitive
 Done correctly, research will involve an
investment of time and money
 Once keywords are identified, they should be
seeded in blog posts, tags, releases, page titles,
site copy (one every 150 words)
 Keyword research is continuous as competition
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and available space continues to shift

13. CASE STUDY 1
99DESIGNS.COM
 99Designs.com
 Site
matching freelance designers with those
seeking affordable, fast work
 Allowscompanies/individuals to post projects and
designers submit design work.
 Cuts out the middle-man
 Users
can rate and comment on designs to help
companies/individuals make a decision
 Components: creative brief, name fee, solicit
designs, pick from offered creative 13

14. CASE STUDY 2
PEPSI CO. & FRIENDFEED
 Pepsi is rolling out a new brand identity
 To introduce the new brand they sent a package
to 25 influential bloggers
 Set up a Pepsi Cooler FriendFeed room where
Pepsi reps held and monitored discussions
around the new look
 Pro: Pepsi understood the power of social media
 Con: they monitored comments, defeating the
purpose of social media
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15. CASE STUDY 3
MO MARKETING
 SHIFTCommunications promoted Canadian
Club Whiskey’s new campaign virally
 Blog -
http://www.pr-squared.com/2008/10/
mo_marketing.html
 Microsite - http://www.movember.com/
 Facebook app - http://apps.facebook.com/ccmovember/
 “CreatingFacebook applications is not the type of
service you’d normally expect from a PR agency.
Yet as our industry evolves, small-scale
application development projects like this one
may become one of a host of advanced services
that we’d never expected to tackle,” Todd Defren 15

16. OUTLINE
1. What is Social Media?
2. Why You Should Care
3. Forms of Social Media
 Video, Photo & File Sharing
 Blogs
 Micro blogs
 Social Networking
 Social Bookmarking
4. Managing & Using Social Media
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17. FORMS OF SOCIAL MEDIA
 Video Sharing
 Photo Sharing
 File Sharing
 Blogs
 Micro Blogs
 Social Networking
 Social Bookmarking
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18. VIDEO, PHOTO & FILE SHARING
 Web sites that allow videos, photos & files to be
posted and shared
 Typically free
 User-Generated
 Terms: viral video, tags, comments, internet
celebrities
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19. VIRAL VIDEO EXAMPLE
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http://www.youtube.com/watch?v=qg1ckCkm8YI

20. PHOTO SHARING EXAMPLE
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21. FILE SHARING EXAMPLE
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22. BLOGS
 Web site
 Platforms: Blogger.com, Blogspot.com, Wordpress.org
 Maintained by an individual or an organization
 Share content (written, images, video, etc.) in reverse-
chronological order through “posts”
 Types: social, corporate, genre (fashion, political,
travel, etc.)
 Informally written typically using acronyms
 Typically allow comments
 Terms: blogosphere, internet celebrities, blogger
relations
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23. BLOG EXAMPLES
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24. BLOG EXAMPLES
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25. INTERNET CELEBRITY:
MARIO ARMANDO LAVANDEIRA, JR.
• Salary = over $800,000/yr 25
• Stands for Blogger rights

26. DOS & DON'TS OF BLOGGING
Do Don’t
 Follow other blogs  Write long posts
daily  Block comments
 Post comments on
 Push your blog/
other blogs
company on other
 Include an RSS feed
blogs
 Include photos &
 Plagiarize
video
 Update 2-3 times/  Ignore comments on
week your blog
 Promote other blogs 26

27. MICRO BLOGS
 Mini Blog maintained my multiple authors
 Updates: 140 characters or less
 Usedfor file and information sharing and
gathering
 Topics: political, social, professional
 Platforms:
Twitter.com, Yammer.com,
Pownce.com
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28. MICRO BLOG EXAMPLES
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29. MICRO BLOG EXAMPLES
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30. SOCIAL NETWORKING SITES
 Onlinecommunities of like-minded people
 Purpose
 Social: stay in touch, build relationships
 Professional: network, build clientele, find jobs, post
jobs
 Components: photos, profile, status, messaging,
events, groups, network webs
 Platforms:
Facebook.com, Myspace.com,
Linkedin.com
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31. FACEBOOK EXAMPLE
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32. LINKEDIN EXAMPLE
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33. SOCIAL BOOKMARKING SITES
 Web site
 Used to store, organize, search and manage
bookmarks
 Can be shared publicly or privately
 Store using tags instead of traditional folders
 Sites can be ranked based on how many times a
site has been bookmarked by users
 Keywords: tags, tagging
 Platforms: del.icio.us, digg, reddit
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34. STUMBLEUPON EXAMPLE
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35. REDDIT EXAMPLE
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36. OUTLINE
1. What is Social Media?
2. Why You Should Care
3. Forms of Social Media
 Video, Photo & File Sharing
 Blogs
 Micro blogs
 Social Networking
 Social Bookmarking
4. Managing & Using Social Media
36

37. ELEMENTS OF SOCIAL MEDIA
Equal Elements
Monitor
Participate
Publish
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38. STEP 1: MONITOR
 Set up an RSS feed
 RSS: Really Simple Syndication
 Google Reader
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39. GOOGLE READER SET-UP
 www.google.com/reader
 Log-in to Google email or create new one
 Begin subscribing to blogs
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40. STEP 1: MONITOR CONT…
 Sitesto monitor when beginning to formulate
strategy
 Twitter
 Facebook
 LinkedIn
 FriendFeed
 Stumbleupon
 del.icio.us
 Reddit
 Digg
 Flickr
 Blogs (Technorati)
 Many more… 40

41. STEP 2: PARTICIPATE
 Determine strategy
 Video, Photo & File Sharing
 Blogs
 Micro blogs
 Social Networking
 Social Bookmarking
 Begin
setting up accounts on selected social
media sites
 Determine username
 Ex: JessDennis, RedShoesPR, LisaRedShoesPR
 Check availability of your username:
www.usernamecheck.com
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42. WWW.USERNAMECHECK.COM
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43. STEP 3: PUBLISH
 Share content through social media
 Start your blog
 Set up microblog accounts
 Create a facebook page
 Set up a flickr account
 Tag important sites on digg and del.icio.us
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44. BLOGGING
 Use a platform such as Typepad.com
 Donot use Blogger.com, Blogspot.com,
wordpress.org
 Blog 2-3 times/week
 Blog Search Engines: Technorati or Google Blog
Search
 Be an active blogger, post comments to other
blogs
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45. BEST PRACTICES
 Usernamesshould be personal and could include
company name
 Use a photo of yourself for profiles, not a logo
 Following people
 Share information
 Rule
of thumb: do not update more than every
15min on twitter
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46. SOURCES
http://en.wikipedia.org/wiki/Social_media http://www.movember.com/
http://www.youtube.com/watch? http://apps.facebook.com/ccmovember/
v=MpIOClX1jPE http://www.yammer.com/
http://www.hubspot.com/ http://www.stumbleupon.com/
http://www.twitter.com/ http://delicious.com/
http://www.pownce.com/ http://www.slideshare.net/
http://www.facebook.com/ http://en.wikipedia.org/wiki/File_sharing
http://digg.com/ http://en.wikipedia.org/wiki/
http://technorati.com/ Photo_sharing
http://www.youtube.com/ http://en.wikipedia.org/wiki/
http://www.linkedin.com/ Video_sharing
http://flickr.com/ http://en.wikipedia.org/wiki/Will_it_blend
http://99designs.com/ http://www.youtube.com/watch?
v=qg1ckCkm8YI
http://friendfeed.com/
http://www.blendtec.com/
http://friendfeed.com/search?q=pepsi
+coolerhttp://www.pr-squared.com/
2008/10/mo_marketing.html
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47. SOURCES
http://flickr.com/search/?q=red+shoes+pr
https://www.blogger.com/start
http://wordpress.org/
http://en.wikipedia.org/wiki/Blogs
http://www.chrisbrogan.com/
http://www.marketingovercoffee.com/
http://perezhilton.com/
http://www.yammer.com/
http://www.myspace.com/
http://reddit.com/
http://www.google.com/reader/
http://www.usernamecheck.com
http://www.tinyurl.com/
http://www.youtube.com/watch?
v=MpIOClX1jPE
http://www.youtube.com/watch?
v=qg1ckCkm8YI
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