Digital Immersion Workshop for PRSA

Digital Immersion Workshop:Social Media for PR & Marketing Professionals

PROPRIETARY & CONFIDENTIAL 6/26/2009Affect Strategies

Sandra Fathi

President, Affect Strategies

Professionals

Prepared for PRSANYJune 25, 2009


Agenda I

»PR Meets Web: PR 2.0

»Blogs, Blogging & Commenting

»Wordpress

»Actively Listening & Monitoring

»RSS Readers


»Wordpress

»RSS Feeds

»Blog Search Engines

»Microblogging

»Twitter

»Yammer

»RSS Readers

»Google Alerts

»Social Media Measurement Tools

Agenda II

»Social Networks

» LinkedIn

»MySpace

»Bookmarking, Tagging & Recommendations

»Delicious

»Digg


» Facebook

»Video & Photo Sharing

» Flickr

»YouTube

»Vimeo

»SchoolTube

»Digg

»AllTop

»StumbleUpon

PR & Marketing Meets Web

»New Tools

»New Rules

»New Avenues

»Same Strategic Approach

»Same Business Insight

»Same Core Skills


»New Avenues

»New Target Audiences

»New Language

»New Influencers

»New Measurement

»New Timelines

»Same Core Skills

»Same (If Not More) Value

Blogs & Blogging

»Type of website

»Regular entries/updates

»Usually allows comments/interaction with visitors


»Usually allows comments/interaction with visitors

»May include text, pictures, video (vlogs), audio (podcasts) etc.

»Types:

»Personal

»Corporate

»News

»Blog Search Engines: Bloglines, BlogScope, Technorati

Blog On


WordPress: Blog Platform


WordPress.com


WordPress.com

»Free Service: Only requires email address

»3 GB of hosting (about 2500 pictures)

»Customizable template designs

»Spam filter

PROPRIETARY & CONFIDENTIAL

»Spam filter

» Integrated analytics (stats)

6/26/2009Affect Strategies

Technorati: Blog Search Engine


Alltop: News Aggregator (Human Intervention)


AllTop: Blog Magazine Rack


Wordpress: Blogs on Gardening


Microblogging

»Blogging in short form

»Similar to texting


»Ability to send and receive messages

»Ability to follow and be followed

»Archive information

»Multiple delivery mechanisms

»Conversations and interactivity

Twitter


Microblogging: Twitter


Image Source: Caroline-Middlebrook.com

Twitter Profile


Yammer


A Little Birdie is Born

»Side project of Jack Dorsey’s in March

2006 while at Obvious


Twitter coTwitter coTwitter coTwitter co----founders founders founders founders Evan Williams, Jack Evan Williams, Jack Evan Williams, Jack Evan Williams, Jack Dorsey, and Biz Dorsey, and Biz Dorsey, and Biz Dorsey, and Biz Stone.Stone.Stone.Stone.

2006 while at Obvious

»Prototype within 2 weeks

»Public launch in Aug 2006

»Twitter Inc. May 2007

10 Reasons to Tweet

1. Generate Awareness

2. Seek & Create Media Opportunities

3. Foster Customer Loyalty

4. Launch Viral Marketing Campaigns


4. Launch Viral Marketing Campaigns

5. Manage Reputations

6. Promote Products and Services

7. Network with Customers

8. Extend Event Participation

9. Monitor Trends & Breaking News

10. Recruiting

The Basics

Tweet: Message – 140 Characters

Twitter Handle: @sandrafathi

Retweet (RT): Resending a message from


Retweet (RT): Resending a message from someone else to your followers

Message: Direct message (private) from one Twitterer to another

Nudge: Prompt someone to Tweet

Hashtag: #eventname Easy search for events/topic


Twitter Program Building Blocks

1. Goals & Objectives Strategy

2. Benchmarks for Success

3. Message Themes

4. Tool Identification/Implementation


4. Tool Identification/Implementation

5. Twitter Usage Policy

6. Training

7. Promotional Plan Development

8. Content Identification/Development

9. Tweet Generation

10. Twitter Monitoring

11. Engagement

12. Measurement 6/26/2009Affect Strategies

WeFollow.com: #Gardening


Home Depot on Twitter


TweetDeck: Desktop Application


Twitterverse


Twitter Guides

Brian Solis: PR 2.0http://www.briansolis.com/2008/10/twitter-tools-for-community-and.htm

Pistachio Consulting: Twitter for Business


Pistachio Consulting: Twitter for Businesshttp://www.pistacioconsulting.com

Affect Strategies: 10 Reasons Why You Need to Tweethttp://www.affectstrategies.com/main.php?page=pr_twitter

Caroline Middlebrook: The Big Juicy Twitter Guidehttp://www.caroline-middlebrook.com/blog/twitter-guide/

“RSS is a family of Web feed formats used to publish

frequently updated works – such as blog entries, news

headlines, audio, and video – in a standardized format.

RSS: Really Simple Syndication


headlines, audio, and video – in a standardized format.

An RSS document (which is called a "feed", "web feed“, or

"channel") includes full or summarized text, plus metadata

such as publishing dates and authorship.”

-Wikipedia

“They benefit readers who want to subscribe to

timely updates from favored websites or to

RSS Readers


aggregate feeds from many sites into one place.”

RSS feeds can be read using software called an "RSS

reader", "feed reader", or "aggregator", which can be

web-based or desktop-based.”

-Wikipedia

Bloglines


Bloglines


Google Reader


Feeding Frenzy


FriendFeed


Googleverse


Google Alerts


Google Adwords: Gardening in Texas


Google Adwords: Plant Nursery NYC


Google Adwords: Gardening


Google Groups: Gardening


Yahoo Groups: Gardening


DNA 13: Reputation Monitoring


TNS Cymfony: Reputation Monitoring


Radian6: Reputation Monitoring


Yahoo Pipes:Monitoring Aggregator


LinkedIn Updates


LinkedIn Groups: Discussions, News, Jobs & More


LinkedIn Applications


LinkedIn Polls


LinkedIn: Q&A


LinkedIn: Gardening Groups


Lowes on Facebook


Home Depot on Facebook


MySpace: Individual Profiles


Facebook User Profile, Groups & Pages

1. Facebook Pages are visible to everyone – so even someone without a user profile can view a FacebookPage.

2. Facebook Pages can have an unlimited number of fans


2. Facebook Pages can have an unlimited number of fans – individual users can only have up to 5,000 friends.

3. Facebook Pages allows you to send updates to all ‘fans’ at once. (Individual users cannot.)

4. Facebook Pages allows users to become a ‘fan’ without confirmation. (Individual user profiles have to accept friend requests.)


Facebook Pages: 8 Ways to Enrich a FB Page

1. News-feeds & Mini-feed – to populate the page with important industry news as well as news from company

2. Photos – photos of products, people and activities at company.

3. Videos – videos of product demos or positioning videos.

4. Events – invitations to events that company is participating in or organizing such as tradeshows, conferences and webinars.


as tradeshows, conferences and webinars.

5. Notes – Facebook’s Notes application is akin to a blogging tool. This can be connected to an existing blog or be updated independently.

6. Discussion Board- this is a place for users (or ‘fans’) to talk about Absolute or its products and upcoming events. Administrators can provide feedback and participate in the conversation as well as delete any posts they do not deem appropriate.

7. Wall/Reviews – these are public comments that are visible to everyone who visits the Facebook Page made by users.

8. Additional Applications – we will review and make recommendations for additional applications that may be appropriate for Absolute.


Create Your Own Community: Ning.com


Nings on Gardening


Twitter Traffic


Twitter vs. Facebook vs. YouTube vs. LinkedIn


Flickr: Photo & File Sharing


Flickr


Flickr: William Stern


Creative Commons:John Mayer


Why Use Flickr?

1. Flickr shows up in SEO results. It’s another way to ‘own’ your brand content.

2. Extend your advertising. Encourage the public to utilize company photos on blogs and websites.

3. Steer public and members of the media to use correct images and


3. Steer public and members of the media to use correct images and logos. A quick image search on Google brings up photos that people have taken of old logos, product shots and out-of-date executive photos. If you had an image bank on Flickr, it could displace those results.

4. Enable easy resizing/reformatting of images. Flickr provides these capabilities automatically to every image uploaded – the user does not need to have any photo editing software.

5. Offer visual user manuals/solutions. Flickr can be used to hold screen shots or images for configuration.


YouTube


You Tubed


Vimeo: Video Sharing


Vimeo: Free vs. Pro


SchoolTube: Video Sharing Vertical


Sharing, Recommending & Bookmarking


Mahoney’s Encourages Sharing of Content


Filing System: Delicious


Trends & Intelligence:Delicious


Delicious: Social Bookmarking


StumbleUpon: Indexing & Bookmarking


StumbleUpon: Indexing & Bookmarking


Personal Assistant:Common Craft


Closing Thoughts

Set goals and objectives

Build a strategy

Know your audience, know yourself


Know your audience, know yourself

Fish where the fish are

Master one platform at a time

Bring your online connections offline & vice versa

Measure, tweak, repeat


Contact Information & Resources:

Sandra [email protected]


[email protected]: @sandrafathiLinkedIn, Facebook: Sandra Fathi

web: www.affectstrategies.comblog: www.techaffect.com