Ed [email protected] 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
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