the strategist and social media teleseminar

The Strategist and Social Media

Kami Watson Huyse, APR

“Strategy” by Joey Gangoza, Flickr

The More Things Change…

The More They Stay the Same

On Junior Staff…

agilliam Says: October 12, 2008 at 9:33 am

“I find it interesting that social media is something our generation is assumed to know everything about. Since it is new, and hip, and somewhat started by myspace, it seems taken for granted that we know how to work it professionally. For most of the students in class, however, this is the first experience actively engaging in social media professionally (it is for me).”

Corporate Control is a Myth

“You can’t take something off of the Internet. That’s like trying to take pee out of a swimming pool.”

- Joe Ragan, NewsradioAs quoted in “Groundswell” by Charlene Li and Josh Bernoff

10 Risks of Engagement

From Communication Overtones, Kami Huyse

People Are Talking

Photo by Chen, Flickr

Are You Listening?

Photo by Niclas Lindh, Flickr

Social Anthropology

Listen (Research)

• Free tools: Technorati, Google Blogs, RSS feeds loaded into Google Reader, FeedDemon, etc.

• Paid Tools: Radian 6, DIY Dashboard and others

The Connected Corporation

From “The 5 Competencies of the Connected Corporation,” Communication Overtones, http://twurl.nl/ojcxsv

Participate (Planning)

• Join• Comment• Cross link• Build relationships

Social Etiquette

1. Transparency2. Privacy3. Disclosure4. Truthfulness5. Credit

David Scott Meerman, The New Rules of Marketing and PR

One Bloggers View

Some Advice“To his credit one of the PR dudes came up to me after the session and asked ‘How should we pitch to mommy bloggers?’ And I said, "Tell me you looked up my stats on Alexa. Tell me you picked me because you *think* I may be influential. Tell me that you know mombloggers get pitched to all the time but that you'd *pretty please* like me to listen to you.  Just don't bullshit me by telling me 'you read my blog.' I know you don't.”

- Stefania Pomponi Butler, founder and owner of the CityMama™ and Kimchi Mamas

POST Process

People

Image by Samantha Campbell, Flickr

Define Your Stakeholder

Technographics: Women 55+

Data from Forrester Research Technographics® surveys, 2008. For further details on the Social Technographics profile, see groundswell.forrester.com., http://tinyurl.com/2vv3dv

Objectives

Measureable Objectives

From Communication Overtones, Triad of Measurement, http://twurl.nl/p4uq4j

Contribute (Implement)

• Content• Values/Culture• Experiences• Resources

Strategy

“Ask not what your [community] can do for you, but what you can do for your [community]”

From Communication Overtones, “Setting Relational Objectives,” http://twurl.nl/1y7p7r

Common Strategies

The Face of an Organization

The Passionate EnthusiastThe Inspired InventorThe Smart ListenerThe Likeable HeroThe Underdog

From Personality Not Included, by Rohit Bhargava

Example: eDrug Search

@netsolcares

NetSol Evaluation

Rubbermaid/Newell

Rubbermaid/Newell

Rubbermaid/Newell

Tactics and Tools

Seven Types of Social Media

From “The 7 Categories of Social Media,” Communication Overtones, http://twurl.nl/7bvhzz

Hot Online Communities

• Facebook• Twitter• LinkedIn• Plaxo

• Ning• BlogHer• Kirtsy• Digg

Image by Brian Solis, http://tinyurl.com/6ex3fx, Flickr

10 Blogging Tactics

From “10 Ways to Improve Your Corporate Blog,” Communication Overtones, http://twurl.nl/bjjju2

Beyond Blogs

• Viral video• Podcasting• Specialized communities• Advisory groups• Ratings tools• Existing communities• Tie-ins with events or happenings• VIP events

A Word About Ethics

• Astroturfing• Misrepresentation• Intellectual Property• Pay-per-Post• Sponsored posts

Free Measurement Tools• Technorati (number of links, “authority”)• Del.icio.us (quality and type of coverage)• Google Analytics (site statistics)• Veoh (video views on all platforms)• Flickr (photo views)• Feedburner (subscribers)• Google Blog Search (Poor man’s clipping service)• Yahoo Pipes (manage RSS)• Compete, Alexa (traffic)• Quantcast (ratings and demographics)

Paid Measurement Tools

1. The DIY Dashboard (link)2. Radian6 (link)3. BuzzLogic (link)4. Jeremiah’s List (link)

More Measurement Resources

• Kami’s Measurement Tag• Jeremiah’s list of monitoring tools• Free and Low-Cost Ways to Measure• Book: Measuring Public Relationships, Katie Paine• Calculating the ROI of Blogging, Charlene Li• Constantin Basturea’s ROI tag• Jeremiah Owyang’s Social Media Tag• Trinity of Analytics, Avinash Kaushik• Institute for Public Relations, Measurement

BIBLIOGRAPHY– Naked Conversations, Robert Scoble and Shel Israel– The New Rules of Marketing and PR, David Scott

Meerman– Now is Gone, Geoff Livingston– Measuring Public Relationships: The Data-Driven

Communicators Guide to Success, KD Paine (purchase at www.measureofsuccess.com)

– Personality Not Included: Why Companies Lose Their Authenticity and How Great Brands Get it Back, Rohit Bhargava

– Groundswell, Charlene Li and Josh Bernoff

Resources

myprpro.com/resource-links

Kami Watson Huyse, APRPhone: (713) 568-5750

E-mail: kami@myprpro.comTwitter: kamichat

Blog: Communication OvertonesWeb site: www.myprpro.com