Martin Waxman Pcto09 Social Media 101 2009

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Information about Martin Waxman Pcto09 Social Media 101 2009

Published on March 2, 2009

Author: martinwaxman

Source: slideshare.net

Social Media 101 - PodCamp Toronto 2009 Martin Waxman, APR President Palette Public Relations Inc. February 2009 © 2009 Palette Public Relations Inc. All Rights Reserved.

The blogosphere – a view from above

A long time ago in a galaxy far away… Canada circa 2005

How did we practice PR? We tried to build relationships with influencers We listened to our clients/organizations and came up with a communications plan We developed messages and media materials We created stories that we believed would resonate with our audiences/influencers We distributed materials and pitched media (print and broadcast) We monitored and evaluated results

We tried to build relationships with influencers

We listened to our clients/organizations and came up with a communications plan

We developed messages and media materials

We created stories that we believed would resonate with our audiences/influencers

We distributed materials and pitched media (print and broadcast)

We monitored and evaluated results

So what changed? A lot of people became reporters… and got very, very ‘social…’

What is social media? It’s similar to MSM (mainstream media) Influencers spread stories to an audience you want to reach It’s different from MSM in that there are even less checks and balances and anyone can do it Facts? What facts? It can leap across traditional country borders in a single bound Link to MW article for International Public Relations Association: http://www.ipra.org/detail.asp?articleid=902

It’s similar to MSM (mainstream media)

Influencers spread stories to an audience you want to reach

It’s different from MSM in that there are even less checks and balances and anyone can do it

Facts? What facts?

It can leap across traditional country borders in a single bound

Link to MW article for International Public Relations Association: http://www.ipra.org/detail.asp?articleid=902

Meet the new boss… Social media uses many of the same tools as MSM, except it’s mostly DIY (Giovanni Rodriguez) Cost of entry low, or practically non-existent Can use free online sites to set up a blog, Twitter, join a social community Two way, more conversational, long-term commitment Word spreads fast online; need to stay connected Tag to be search-engine-relevant

Social media uses many of the same tools as MSM, except it’s mostly DIY (Giovanni Rodriguez)

Cost of entry low, or practically non-existent

Can use free online sites to set up a blog, Twitter, join a social community

Two way, more conversational, long-term commitment

Word spreads fast online; need to stay connected

Tag to be search-engine-relevant

Now vs Then   Forums, bulletin boards and café culture (e.g. cup of coffee with friends) WWSharing Writing and publishing Blogging Radio/audio Podcast TV Video Actual communities Virtual communities Instant messaging/telegram Micro-blogging

The glue Real Simple Syndication RSS = subscribing

Blogger relations Similar to conventional media relations Important to be transparent, honest, credible and conversational Don’t just pitch – build a relationship Join the community Never, ever spam a journalist Use Social Media News Release to distribute information Similar to traditional news release but with added features – links, visuals, video, audio, quotes Consider social media newsroom on your website as useful media resource

Similar to conventional media relations

Important to be transparent, honest, credible and conversational

Don’t just pitch – build a relationship

Join the community

Never, ever spam a journalist

Use Social Media News Release to distribute information

Similar to traditional news release but with added features – links, visuals, video, audio, quotes

Consider social media newsroom on your website as useful media resource

Podcasts Pre-recorded, downloadable audio shows Self-produced using free software Like blogs, can cover virtually any topic PR Politics Beauty/fashion Cars Sports Entertainment Cooking Shopping You name it Industry examples: Inside PR For Immediate Release

Pre-recorded, downloadable audio shows

Self-produced using free software

Like blogs, can cover virtually any topic

PR

Politics

Beauty/fashion

Cars

Sports

Entertainment

Cooking

Shopping

You name it

Industry examples:

Inside PR

For Immediate Release

Video l

l

Virtual communities White label community

WWSharing delicious.com

The microsphere Telling your story in 140 characters or less Like Facebook updates, IM You follow and are followed Index by hashtags So many apps/widgets: twitterberry, tweetdeck, twirl, tweme, twitterholic, qwitter Search.twitter.com – monitor what’s being said Twittionary – Wiki glossary of things Twitter

Telling your story in 140 characters or less

Like Facebook updates, IM

You follow and are followed

Index by hashtags

So many apps/widgets: twitterberry, tweetdeck, twirl, tweme, twitterholic, qwitter

Search.twitter.com – monitor what’s being said

Twittionary – Wiki glossary of things Twitter

Search & measurement How do you find the things you’re looking for? And when you do, how do you determine ROI? Whether you’ve reached your influencers and had an impact on perceptions, behaviour? No definitive measurement tool…yet

How do you find the things you’re looking for?

And when you do, how do you determine ROI? Whether you’ve reached your influencers and had an impact on perceptions, behaviour?

No definitive measurement tool…yet

 

Jumping in Develop a social media strategy and then use the right tools that help achieve your objective Not everyone needs to be a blogger, video producer, podcaster Don’t get caught up in the shiny, pretty things Become part of a community that means something to you Try it out Ask questions All it takes is a bit of clicking, patience and time Test and learn, repeat Don’t get lost in the traffic jam if your head is swimming, you’re probably headed in the right direction; you will get there

Develop a social media strategy and then use the right tools that help achieve your objective

Not everyone needs to be a blogger, video producer, podcaster

Don’t get caught up in the shiny, pretty things

Become part of a community that means something to you

Try it out

Ask questions

All it takes is a bit of clicking, patience and time

Test and learn, repeat

Don’t get lost in the traffic jam

if your head is swimming, you’re probably headed in the right direction; you will get there

Questions? Contact: Martin Waxman [email_address] Blog: www.martinspalette.blogspot.com Twitter: @martinwaxman

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