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Leveraging Social Media in Your Communications
OutreachIAP2 Regional Conference
06.11.09#IAP209
What gives me the right?
2552 5
Marqui “pay bloggers” program
Launched an ethical debate in the blogosphere
● Twenty bloggers, three-month contracts
● Established readership, wrote about development
● Post once per week, mention Marqui, flag your post
● $800 / month, we’ll publish everything
Results? Oh, yes…
More than 200 pieces of press
Exposing Myth #1
Maslow’s Hierarchy was wrong
Social connection is more foundational to our well- being than food, water and shelter
Emotions are the primary shapers of our experience and trust
A brief history of marketing
Social media in perspective:Awareness, engagement
Social media in perspective:Brand, messaging, sales
Social media in perspective:Community, choice,
confusion
A brief history of social media
2004 - the Year of the Political Blog
2005 - the Year of the Media Blog
FF>> 2009 - collaboration at the highest levels of government
Social Media + Government = BFF
55% of the entire adult population--went online in 2008 to get involved in the political process or to get news and information about the election.
33% Shared the information they found - seniors were especially engaged in sharing with friends and family
Source: Pew Internet
Listening… first step in making social connections
Exposing Myth #2
Infrastructure Cost is FallingEveryone is online - not just ‘kids’
Source: Pew Internet
The aging of social media participants
You might be surprised to know…
Largest age group on Twitter in Feb. 2009
was 35-49Comprising almost 42% percent of
the site’s audience
Source: Nielsenwire
Infrastructure Cost is FallingSocial media interactions
Data from Forrester Research Technographics® surveys, 2008. For further details on the Social Technographics profile, see groundswell.forrester.com.
Infrastructure Cost is FallingWhat kinds of social media do people use?
Source: Universal McCann
A brief brain fact
This is your brain
This is your brain when stressed
Source: Marsha Shenkman
Exposing Myth #3
Social media is not about tools and technology…
Social media is about human interaction and social
connections
And it’s about building efficiency and effectiveness…
Source: MixtMedia
…and (BTW) how ‘bout thoseDigital Natives?
93% use the Internet
97% game online, on consoles, on handhelds
75% text message
75% use social networks
28% have their own blogs
41% send pictures from their phones
Some key insights
Learn to let go
Source: Seth Goldstein
Be sensible
Stand roughly there
Plan your escape
Open the switchboard
Avoid excessive verbosity
Advertise socially
Measure your influence
…In other words…
Best practices based on Lessons Learned:
1. Mission drives everything, clarity is crucial2. Let policy guide, but not paralyze you3. Know the environment4. Consider a pilot as a proof in concept5. Secure the support of senior leaders6. Create internal, cross functional alignment7. Roll out, don’t launch8. Keep listening, and let what you hear inform
your participation
Source: MixtMedia
A brief primer on search
B. L. O. G…
Getting into the magic “F”
Google (all search engine) spiders love:
Relevant Keywords• Content should be optimized for search
Fresh Content• Good sites are updated frequently
• This is where blogs and social media help
Lots of Links• The key to SEM, SEO and SEMPR
Search: refining over time
70.6%Source: Comscore, Dec. 2008
Anatomy of a search result
Excerpt from page containing keyword
Anatomy of a search result
More from same site
Anatomy of a search result
Other sites,relevant results
Anatomy of a search result
Images, video, newspush down organic results
QuickTime™ and a decompressor
are needed to see this picture.
How is your brain feeling?
Did you know?
A visit with social media tools
Blog
YouTubeFlickr
Think of it as a house
Your blog: your living room
Thought leadership, humanize your organization, invite people to visit and engage on your terms
Twitter: your front yard
Make connections locally, news source, amplify your messages to like-minded people, invite people “in”
The Cost of Customers is FallingConstituent interaction
Source: InternetNews 12/10/08
The Cost of Customers is FallingOpen platform for innovation
LinkedIN: your study or office
Find resources, recruit, ask work- or tool-related questions on the most business-centric social site
Facebook: your family room
Connect with friends and family, amplify your activities, create and nurture “fans,” access a highly targeted ad platform
Flickr/YouTube: your media room
Extend your message in multimedia - boost your search results
And now a word about ethics…
“Ethics is what you dowhen no one is looking.”
George Bernard Shaw
Today, someone is always looking…
Three Rules to Remember
Rule #1: Use common sense
Rule #2: When in doubt, don’t
Rule #3: If all else fails, refer to rule #1
Doris Lee’s Common Sense Rule:
Becomes Managing Your Online Reputation…
Case in Point: Dumb and Dumber
Patrick Doyle’s Response: in Medium, an Apology, Reflects
Disgust
Prepare all employees
Your employee handbook needs updating:
● Covers social media
● Covers IM - anything written to a screen can be used in discovery
● Explicit responsibilities as Brand Ambassadors, during and after business hours
Honesty: it’s Simple
Honesty of Relationship: You say who you're speaking for
Honesty of Opinion: You say what you believe
Honesty of Identity: You never obscure your identity
Honesty of Relationship
You say who you're speaking for…
Honesty of Relationship
You say who you're speaking for…
Honesty of Opinion
You say what you believe…
Honesty of Identity
You never obscure your identity…
The social web is self-cleansing
Bloggers and social media participants govern themselves - witness this week’s Facebook kerfuffle
● Announced new privacy policy on 2/15● Lasted two days● Completely trashed in the blogosphere
Memes come and go quickly
So… Step away from the keyboard
Your word is your brand
● Now, more than ever, your word is all you have
● Trust is built through communication and collaboration and participation
● “Whuffie” is real - you have to give to get
What your lawyers will say
RULES OF eDISCOVERY
● eMail, blog posts and even IM get reviewed in the case of any court discussion
● Blogs must be monitored regularly• Every eight hours
KNOW THE RISKS
What your lawyers will say
1. Harassment issues
2. Confidential information
3. Privacy issues
4. Disparagement issues
THE MAJOR RISKS ARE AS FOLLOWS…
Infrastructure Cost is FallingBasic rule of engagement
Don’t “do” social media until:
You understand why…
You understand how…
You understand where…
How is your brain feeling?
A brief strategy discussion
Five Phases of social media readiness
Phase 1: Discovery
Phase 2: Strategy
Phase 3: Skill Building
Phase 4: Implementation
Phase 5: Maintenance
Discovery
What is your online reputation today?
● How do we want it to change?
● What are the issues that are hot?
● How can we align your events and issues with conversations happening today?
Strategy
How do we support the mission in social media?
● From discovery: what do we want to change?
• How is the mission reflected today?● How do we support our objectives?● Leadership team willingness: at what
level is the support for social media?• Driven by leadership• Driven by communications• Driven by constituents
Skill Building
Who/where are our social media experts inside the organization?
● Leadership skills● Communication skills
• Subject matter experts (SME’s)• Conversation management experts
● Measurement skills • Setting the baseline through discovery• Monthly reports - via internal or external
methods– Engagement– Awareness– Amplification– Issue resolution
Implementation
Pulling the team from around the organization to launch
● Reliance on IT for infrastructure• If not, external agencies can set up third-party
sites● Media plan/readiness
• Your expertise will be critical here• Boosters and fans
● Trial phase - three months recommended • Start small - with one focused platform• Roll out to other platforms based on readiness,
strategy– Twitter – Facebook– YouTube
Maintenance
Holding hands, course corrections, trial and error
● Weekly checkins• One hour meetings - discuss
recommendations● Trial phase - three months recommended
• Listen for chatter, watch reactions, ensure constant improvements
• Measure results
Is your brain full?
Now I’m Listening…
Janet Johnsonjanet@janetleejohnson.com
Blog: www.janetleejohnson.comTwitter: @janetleejohnson
503.807.8964
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