Ed Schipuleschipul@schipul.com www.schipul.com // www.brandtobedetermined.com

Social Media Optimization:Putting the Relations back in PR

http://www.flickr.com/photos/olsenweb/977617117/

Have things changed so much?

1929

2008

www.redbullartofcan.com

What we’ll talk about...

• Traditional PR strategies with a 2.0 twist

• Four pillars of Social Media success

• Keeping it sustainable

Tying traditional strategy and new tools together

Traditional (old) Media

Social (new) Media

Feel overwhelmed?

(me too)

http://www.flickr.com/photos/rmx/312837476/

Find your happy place

It’s all about the conversation

Let’s go back to 1923

Making friends with the ‘enemies of soap’

It’s all about the Commotion

http://www.flickr.com/photos/spotrick/1661694268

Listening to a sculptor named Brenda Putnam

What are they saying to you?

www.google.com/alerts Email updates for your company name and

keywords

www,technorati.com/watchlist Powerful Social Media search

engine watches for your terms and updates you

http://alerts.yahoo.com Yahoo! alerts you of any

occurrences of defined terms and names

The (new) Art of Listening

Blogpulse Conversation Tracker: www.blogpulse.com/conversation

Addictive and essential Google Reader: www.google.com/reader

An idea is born

Strategizing for a soap carving phenomena

Who is your audience?

http://www.flickr.com/photos/jim-in-times-square/222291503/

Speak to your audience’s motivations

Material Social Ideological1. Cash2. Discounts3. Volunteers get free admission4. Linkbacks to your site5. Promotion*

1. Networking2. Socialization3. Identity4. Certification / validation5. Professional / Development6. Sex7. Relationships8. Organized Religion9. Status10. Esteem11. Some politics12. Achievement13. Self-esteem*14. Promotion

1. Belief in a cause2. Long-term political goal3. Religious / spiritual4. Self-actualization5. Art

http://www.schipul.com/en/art/?562

Building community for a strong campaign

http://www.flickr.com/photos/wallyg/451875425/

Showing love in the Blogosphere

• Link love is a form ofcurrency

• Share brain candy - evenon other sites

• Promote others withincommunity

Easy as:

The (new) Art of Community Building

Facebook - Not just for college kids

• Fan pages grow camaraderie

• Share your knowledge

• Create buzz for events / campaigns

• Ridiculously good brand exposure with Facebook ads

www.facebook.com

The (new) Art of Community Building

Twitter includes others in ongoing dialogue

www.twitter.com

The (new) Art of Community Building

Promoting the Big Event, generating the buzz

Let your community contribute their voiceThe (new) Art of Promotion

www.youtube.com

www.flickr.com

http://del.icio.us

Badging - let others make your brand their own

• Make your brand portable

• Encourage personal interaction with your campaigns

• Grow your organization through your audience’s networks

The (new) Art of Promotion

The Four Pillars of Social Media campaigns

http://www.flickr.com/photos/96dpi/2119924191/

1. Consulting

• Define your objectives

• Survey within and without

• Drive home importance of participation

• Walk through Social Media etiquette

2. Training

• Use those student interns for theirknowledge!

• Search for team members alreadyengaged and passionate

• Make sure things are right in the offline world too

• Patience, patience, patience

3. Recruiting

• Identify your current playersand turn them into Social Media rock stars

• Recruit those that know and can show you how

• Stay humble

• Be as transparent as possible

4. Promoting

• Disclosure is essential

• Reach out to your communities

• Get ready to connect

• It’s not all about you

• Get busy with the ‘invite friends’ button

Let’s review...

• Empower your PR strategy with Social Media

• 4 Pillars of Social Media success

• Keep it simple, keep it sustainable

Putting the relations back into PR

Thanks for participating today!

Ed Schipul

CEO, Schipul - The Web Marketing Companywww.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