CodellaMarketing.com PeteCodella.com Social Media 101 A presentation for members and friends of...
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CodellaMarketing.com PeteCodella.com Social Media 101 A presentation for members and friends of Access Development and the BYU Management Society Salt Lake Chapter by Pete Codella, APR October 20, 2009
CodellaMarketing.com PeteCodella.com Social Media 101 A presentation for members and friends of Access Development and the BYU Management Society Salt
CodellaMarketing.com PeteCodella.com Social Media 101 A
presentation for members and friends of Access Development and the
BYU Management Society Salt Lake Chapter by Pete Codella, APR
October 20, 2009
Slide 2
CodellaMarketing.com PeteCodella.com My information Pete
Codella, APR (Accredited in Public Relations) President of Codella
Marketing Founder of NewsCactus [email protected] @Codella
801.448.7383 TXT prpete to 50500 for my SMS business card by
Contxts.com
Slide 3
CodellaMarketing.com PeteCodella.com Note taking Slides will be
published at... News.CodellaMarketing.com
Slide 4
CodellaMarketing.com PeteCodella.com Defining social media Its
about conversation being social Media because it resembles
traditional published content
Slide 5
CodellaMarketing.com PeteCodella.com Social media is The same
as: User-generated content (UGC) Consumer-generated media (CGM) New
media, digital media Social interaction through technology
Slide 6
CodellaMarketing.com PeteCodella.com Its mainstream
Slide 7
CodellaMarketing.com PeteCodella.com The conversations
online
Slide 8
CodellaMarketing.com PeteCodella.com History Internet E-mail
Listservs Discussion boards and forums Mobile phones
Slide 9
CodellaMarketing.com PeteCodella.com Next Web blogs, known as
blogs the next generation of social media
Slide 10
CodellaMarketing.com PeteCodella.com Multimedia sharing Picture
and video sharing sites
Slide 11
CodellaMarketing.com PeteCodella.com Social networking Facebook
LinkedIn MySpace Plaxo
Slide 12
CodellaMarketing.com PeteCodella.com Blurring lines Personal
vs. professional profile Privacy and brand implications
Communitainment, not entertainment
Slide 13
CodellaMarketing.com PeteCodella.com Multiple channel
communication Traditional media versus new media Media gatekeepers
are less important Develop a strategy for each channel
Slide 14
CodellaMarketing.com PeteCodella.com Microsites Now a main Web
site is augmented by many more microsites Blog Newsroom YouTube
Facebook Twitter Flickr
Slide 15
CodellaMarketing.com PeteCodella.com Web Site Social Media
Newsroom Blog Web strategy
Slide 16
CodellaMarketing.com PeteCodella.com Distributed content Main
Site
Slide 17
CodellaMarketing.com PeteCodella.com Online strategy What are
your goals and objectives? Use tools to help accomplish goals
Slide 18
CodellaMarketing.com PeteCodella.com The age of
enlightenment
Slide 19
CodellaMarketing.com PeteCodella.com A revolutionary shift Say
hello to the Internet Press Utilize social media to self-publish
Its about engagement, a multi-way conversation
Slide 20
CodellaMarketing.com PeteCodella.com The golden child Social
media has proven to be most effective at search placement Search
placement lingo: search engine optimization search engine marketing
inbound marketing social media optimization
Slide 21
CodellaMarketing.com PeteCodella.com Social media tools RSS
(really simple syndication) Blogging and microblogging Online
newsroom Social (virtual) networking Multimedia sharing Wikis
Slide 22
CodellaMarketing.com PeteCodella.com Whos your daddy? Your main
Web site is no longer your home page Google Search is
Slide 23
CodellaMarketing.com PeteCodella.com The Google Golden
Triangle
Slide 24
CodellaMarketing.com PeteCodella.com Eye tracking
Slide 25
CodellaMarketing.com PeteCodella.com Search lottery 10 chances
to place in Googles top 10 search results Get as many tickets to
the search lottery as possible
Slide 26
CodellaMarketing.com PeteCodella.com Content is king
Copywriting for the Web Think like the person doing the search Have
a strategy for incorporating keywords Use behind-the-scenes
keywords and descriptions
Slide 27
CodellaMarketing.com PeteCodella.com Whos driving? We, the
people Think TiVo Empowered consumers 90% dont watch commercials
Its my time, not prime time
Slide 28
CodellaMarketing.com PeteCodella.com Syndicate like Oprah Use
Really Simple Syndication (RSS) to distribute your content Publish
niche RSS feeds Newsroom Blog(s) Industry news
Slide 29
CodellaMarketing.com PeteCodella.com Internet TV Hulu has grown
from 63 million total streams in April 2008 to 373 million in April
2009
Slide 30
CodellaMarketing.com PeteCodella.com Old approach : push
Advertising Direct mail Mass distribution fax, e-mail
Slide 31
CodellaMarketing.com PeteCodella.com New approach : pull Really
Simple Syndication (RSS) Blogging and microblogging Discussion
boards, forums, social networks
Slide 32
CodellaMarketing.com PeteCodella.com Why social media? Listen
Connect Educate Reassure Interact Its about engagement
Slide 33
CodellaMarketing.com PeteCodella.com Peer networks are trusted
78% of consumers trust peer recommendations Only 14% trust
advertisements
Slide 34
CodellaMarketing.com PeteCodella.com Virtual drives analog 1
out of 8 couples married in the U.S. in 2008 met via social
media
Slide 35
CodellaMarketing.com PeteCodella.com Changing demographics By
2010 Generation Y will outnumber Baby Boomers 96% of them have
joined a social network
Slide 36
CodellaMarketing.com PeteCodella.com Media users Years to reach
50 million users: Radio = 38 years TV = 13 years Internet = 4 years
iPod = 3 years Facebook added 100 million users in less than 9
months iPhone applications hit 1 billion in 9 months
Slide 37
CodellaMarketing.com PeteCodella.com Blogging for business Be a
thought leader Engage with key constituents Provide commentary,
news and information An unpolished, straightforward and honest
approach
Slide 38
CodellaMarketing.com PeteCodella.com Blog features A strategy
for incorporating keywords RSS Social media sharing Links to other
online properties
Slide 39
CodellaMarketing.com PeteCodella.com Online newsroom features A
microsite that features your press releases A strategy for
incorporating keywords RSS Social media sharing Links to other
online properties
Slide 40
CodellaMarketing.com PeteCodella.com Press release distribution
Send directly to journalists Publish online on your own Use a news
wire service
Slide 41
CodellaMarketing.com PeteCodella.com Blogs vs. newsrooms Both
have search benefits keywords and frequency Comment management New
or existing content
Slide 42
CodellaMarketing.com PeteCodella.com Social media
foundation
Slide 43
CodellaMarketing.com PeteCodella.com Social networking LinkedIn
Facebook MySpace Plaxo Squidoo Second Life
Slide 44
CodellaMarketing.com PeteCodella.com CodellaMarketing.com
Redirectnow.com Social networking
Slide 45
CodellaMarketing.com PeteCodella.com The power of Facebook Some
Web users home page email, instant messaging, photo and video
sharing 4:39 per user per month (June 2009) adoption increasing at
more than 700% from previous year #1 social network in the
U.S.
Slide 46
CodellaMarketing.com PeteCodella.com The power of Facebook More
than 1.5 million pieces of content Web links, news stories, blog
posts, notes, photos, etc. are shared on Facebook daily
Slide 47
CodellaMarketing.com PeteCodella.com Facebooks newest
demographic The fastest growing segment on Facebook is 55 to 65
year-old females
Slide 48
CodellaMarketing.com PeteCodella.com Country of Facebook If
Facebook were a country it would be the worlds fourth largest,
between the United States and Indonesia
Slide 49
CodellaMarketing.com PeteCodella.com Facebook fan pages
Slide 50
CodellaMarketing.com PeteCodella.com YouTube for search The
Internets #1 search engine for children #2 search engine worldwide
Search for your keywords then build a campaign to utilize those
searches
CodellaMarketing.com PeteCodella.com Whats with Twitter? 1,382%
growth year-over-year as of Feb. 2009 More than 7 million unique
visitors in Feb. 2009 55% of users havent tweeted
Slide 54
CodellaMarketing.com PeteCodella.com Twitters following Ashton
Kutcher and Ellen Degeneres have more Twitter followers than the
entire populations of Ireland, Norway and Panama
Slide 55
CodellaMarketing.com PeteCodella.com Inbound marketing Twitter
usually drives 25% of traffic to my Web site and blog each month
Use short URL services that provide statistics Bit.ly
Snurl.com
Slide 56
CodellaMarketing.com PeteCodella.com Hashtags #smcslc is the
hashtag for the Social Media Club of Salt Lake City Search for
keywords and hashtags
CodellaMarketing.com PeteCodella.com Podcasting Any online
broadcast of audio or video Relatively limited competition Power in
multimedia
Slide 59
CodellaMarketing.com PeteCodella.com Tagging and bookmarking
Delicious Digg StumbleUpon
Slide 60
CodellaMarketing.com PeteCodella.com Third-party sites Fast
Company Squidoo SlideShare
Slide 61
CodellaMarketing.com PeteCodella.com Know whats being said
Google alerts RSS feeds for searches on blogs and social media
sites Subscribe to a monitoring service
CodellaMarketing.com PeteCodella.com The Guardians gag
order
Slide 68
CodellaMarketing.com PeteCodella.com How to succeed Act less
like traditional advertisers and more like party planners,
aggregators and content providers
Slide 69
CodellaMarketing.com PeteCodella.com Reputation management
Social media exposes you to significant risks, including damage to
a companys reputation You should have an Internet reputation risk
management plan
Slide 70
CodellaMarketing.com PeteCodella.com Influence not control You
can influence and counteract how your organization is portrayed in
social media Participate on the same platforms Honestly represent
your best interests
CodellaMarketing.com PeteCodella.com Social media engagement
Elements of a good policy Focus on people and behavior, not tools
Encourage professional behavior Dont say bad things about the
company or its competition Dont engage in sexual harassment Dont
share trade secrets or insider information Dont use curse
words
Slide 73
CodellaMarketing.com PeteCodella.com Key takeaways New
technology has forever changed the way we communicate Utilize
social media tools to secure top search placement Embrace your
inner publisher Create and use an Internet reputation risk
management plan
Slide 74
CodellaMarketing.com PeteCodella.com Questions Questions,
comments and discussion
Slide 75
CodellaMarketing.com PeteCodella.com Three requests Provide
written feedback Check out the NewsCactus online newsroom software
Support the Social Media Club of Salt Lake City smcslc.org
Slide 76
CodellaMarketing.com PeteCodella.com My information Pete
Codella, APR (Accredited in Public Relations) President of Codella
Marketing Founder of NewsCactus [email protected] @Codella
801.448.7383 TXT prpete to 50500 for my SMS business card by
Contxts.com