Social Media7 ways to engage talk leaders and readers

How i Use it

My online brand...

• 4 years• 1,000+ posts• 2,000 subscribers• 40,000 Google listings• 100 technorati authority

My online life...

Trial

You have to try this!

del.icio.us

Abandonment

Adoption Boredom

How i Use it

about Social Media

Social Media

How people use technologies to get the things they need from other people rather than traditional institutions (like businesses and media).

Social media is technology agnostic.

News Shopping Advice Tools Networking Entertainment

How People Use Social Media

How We Build content: How We Use content:

WaTcH

leaRN

acT

collecT

coMMeNT

cReaTe

coNNecT

coNTRiBUTe

cHaNGe

How Brands and agencies Use Social Media

• What do we need to accomplish?

• How will people ENGAGE with what we do?Why will they be interested enough to participate?

Folklore at crispin, Porter & Bogusky:Alex Bogusky doesn’t want to see scripts anymore.“Don’t show me a script, show me the press release.”

STRATEGY

VALUE TO CLIENT

VALUE TO CUSTOMER

7 Ways to Use Social Media

1 observe and listen to Build Relevance

• How does your audience talk about the brand?• What is their core definition of who you are?• What other interests do they share?• How do they use social media?

Mini is a brand of “People like Me”:

• A club

• A truly unique choice

• A brand I’m passionate about, talk about and buy again

Where to find insights: What an insight looks like:

PoSiTiVe

NeGaTiVe

BUY oNe BUY loTS

YoURBRaNd

How we’re connected:

What we’re talking about:

What we save (and share):

What we’re paying attention to: del.icio.us

What enchants and engages us:

digital ethnography

The 5 commandments of Talking to Bloggers and Talk leaders:

1 Get to know your target

2 Be relevant or unexpected

3 Deconstruct content

4 Create fresh kinds of access

5 Provide exclusives

• unexpected• exclusive• rewarding

2 Reach out to online Talk leaders

old Role: dialing for Placements

New Role:

create anengagement

strategy

Tell anauthentic

story

empowersocial

spokespeople

Create content

Distribute content

Follow up

“I’m proud of this work.And I’m trying to get it out there.

Will you post it?”

“Drive one.”

3 Teach Storytelling

4 Refresh Traditional Tools

4 Refresh Traditional Tools

4 Refresh Traditional Tools

Socializing our approach

From: To:

Excite Engage

Immediate Recall andExperience Retell

Access Serve Up

Inform Enable

Educate Intrigue

5 Budget to Solve Problems

adVocaTe

aMBaSSadoR

FaN

PERSONALIZEDURGENT

SOLUTIONS

They missed the appointment

I sat on holdfor 2 hours!

It doesn’t work

This sucks

They screw their customers

6 Prioritize engagement early & often

Traditional approach:

coNSUMeR

YoU caMe iN HeRe

and talked to people here

Product Development

Product Package

Market Strategy

Story

ProductIdea

Dev

t

S

o

6 Prioritize engagement early & often

Social approach:

coNSUMeRYoU caMe iN HeRe

listen to people here

engage people here

so they haveownership here

Product Package

Market Strategy

Story

ProductIdea

t

S

o

Product Development

7 Rewrite the crisis Plan

Listening to and talking through social media when controversy hits

Find windows into what talk leaders are saying before the story reaches a mass audience

Empower brand trustees who know the mediums and speak passionately

Plan ahead by establishing a credible online “people” voice

it is as hard as you think. . . and many clients aren’t

ready for it.

• What our customer wants

• What our competitors don’t offer

People Talking about companies

Brand People

People creating and Telling Brand Stories

• Aligned message

• Clear story

Brand Peopleauthenticity

People inside and outside are Storytellers

New Relationship Model

SHaRedPaSSioN

COMMUNITYCONSUMER

BRAND

Source: The Open Brand, by Kelly Mooney

What else do you want to know?

ologie.com/PRSaadvergirl.com