iap2 conference
DESCRIPTION
Presentation to the Northwest chapter of the IAP2 in Bend, OR. An overview of social media. With many thanks - and credits - to the original presentation by Seth Goldstein, Socialmedia.com.TRANSCRIPT
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Leveraging Social Media in Your Communications
OutreachIAP2 Regional Conference
06.11.09#IAP209
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What gives me the right?
2552 5
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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
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Results? Oh, yes…
More than 200 pieces of press
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Exposing Myth #1
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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
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A brief history of marketing
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Social media in perspective:Awareness, engagement
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Social media in perspective:Brand, messaging, sales
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Social media in perspective:Community, choice,
confusion
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A brief history of social media
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2004 - the Year of the Political Blog
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2005 - the Year of the Media Blog
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FF>> 2009 - collaboration at the highest levels of government
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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
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Listening… first step in making social connections
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Exposing Myth #2
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Infrastructure Cost is FallingEveryone is online - not just ‘kids’
Source: Pew Internet
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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
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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.
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Infrastructure Cost is FallingWhat kinds of social media do people use?
Source: Universal McCann
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A brief brain fact
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This is your brain
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This is your brain when stressed
Source: Marsha Shenkman
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Exposing Myth #3
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Social media is not about tools and technology…
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Social media is about human interaction and social
connections
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And it’s about building efficiency and effectiveness…
Source: MixtMedia
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…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
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Some key insights
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Learn to let go
Source: Seth Goldstein
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Be sensible
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Stand roughly there
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Plan your escape
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Open the switchboard
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Avoid excessive verbosity
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Advertise socially
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Measure your influence
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…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
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A brief primer on search
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B. L. O. G…
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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
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Search: refining over time
70.6%Source: Comscore, Dec. 2008
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Anatomy of a search result
Excerpt from page containing keyword
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Anatomy of a search result
More from same site
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Anatomy of a search result
Other sites,relevant results
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Anatomy of a search result
Images, video, newspush down organic results
QuickTime™ and a decompressor
are needed to see this picture.
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How is your brain feeling?
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Did you know?
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A visit with social media tools
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Blog
YouTubeFlickr
Think of it as a house
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Your blog: your living room
Thought leadership, humanize your organization, invite people to visit and engage on your terms
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Twitter: your front yard
Make connections locally, news source, amplify your messages to like-minded people, invite people “in”
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The Cost of Customers is FallingConstituent interaction
Source: InternetNews 12/10/08
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The Cost of Customers is FallingOpen platform for innovation
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LinkedIN: your study or office
Find resources, recruit, ask work- or tool-related questions on the most business-centric social site
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Facebook: your family room
Connect with friends and family, amplify your activities, create and nurture “fans,” access a highly targeted ad platform
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Flickr/YouTube: your media room
Extend your message in multimedia - boost your search results
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And now a word about ethics…
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“Ethics is what you dowhen no one is looking.”
George Bernard Shaw
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Today, someone is always looking…
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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
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Doris Lee’s Common Sense Rule:
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Becomes Managing Your Online Reputation…
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Case in Point: Dumb and Dumber
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Patrick Doyle’s Response: in Medium, an Apology, Reflects
Disgust
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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
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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
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Honesty of Relationship
You say who you're speaking for…
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Honesty of Relationship
You say who you're speaking for…
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Honesty of Opinion
You say what you believe…
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Honesty of Identity
You never obscure your identity…
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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
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Memes come and go quickly
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So… Step away from the keyboard
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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
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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
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What your lawyers will say
1. Harassment issues
2. Confidential information
3. Privacy issues
4. Disparagement issues
THE MAJOR RISKS ARE AS FOLLOWS…
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Infrastructure Cost is FallingBasic rule of engagement
Don’t “do” social media until:
You understand why…
You understand how…
You understand where…
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How is your brain feeling?
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A brief strategy discussion
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Five Phases of social media readiness
Phase 1: Discovery
Phase 2: Strategy
Phase 3: Skill Building
Phase 4: Implementation
Phase 5: Maintenance
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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?
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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
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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
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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
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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
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Is your brain full?
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Now I’m Listening…
Janet [email protected]
Blog: www.janetleejohnson.comTwitter: @janetleejohnson
503.807.8964