Transcript Getting Started With Social Media PRSA Southeastern New

Getting Started
With Social Media
PRSA Southeastern New England Chapter
Steve Quigley, APR
Summer 2009
“At Hyatt, we’ve chosen to employ
Twitter in a guest-centered way.”
“Through HyattConcierge,
our skilled guest service
professionals will be able to
respond to guests’ questions,
needs and concerns, any
time, any place, and by any
digital means on Twitter before, during and after their
hotel stays.”
Hyatt Hotels CEO
Mark Hoplamazian
May 18, 2009
May 20, 2009
General Electric deployed a Tweet Squad
this month. Modeled on Best Buy's Geek
Squad, it is made up of 10 fresh-faced
employees who help GE's boomers and
Gen-Xers become fluent social
networkers.
Social Media Is A Love - Hate Relationship
• “Every day it seems there's yet another
social networking scandal breaking out...
• … like the viral sensation of the woman
who tweeted: "Cisco just offered me a job!
Now I have to weigh the utility of a fatty
paycheck against the daily commute to
San Jose and hating the work."
Or the Ketchum public-relations exec who
said of client FedEx's hometown: "I would
die if I had to live here!"
We’ll Discuss Six Social Media
Starting Points Tonight
1. RSS
2. Blogs
3. Social Networks: Facebook, LinkedIn, Twitter
4. Photo Sharing: Flickr
5. Social Bookmarks: Del.icio.us, Digg
6. Wikis
But First, Let’s Step Back
And Look At The Forest
(Before We Study The Trees)
Good News: This Stuff Really Is New
In 1990, Sir Tim Berners-Lee “invented” the World
Wide Web. (Sorry Al.)
This is my business card.
It has all the information about me
you need.
“Your brand isn’t what you say it is.
It’s what Google says it is.”
Chris Andersen, The Long Tail
Our Ground Is Shifting
From Broadcast
To Narrowcast
From Top-Down
To Bottom-Up
From Command
and Control
To Our Control
From Messages
To Conversation
From Relying On
Authority
To Relying On
People Like Me
“Disintermediation”
The Web Is Undermining
Intermediaries
Consumers
Producers
“Middle Men”
Web 2.0 is Social
• Consumers Have More Control
• “Digital Natives” vs. “Digital Immigrants”
• Peer-to-Peer
• Inbound vs. Outbound (“Push vs. Pull”)
A Working Definition
Social Media: Any online technology or
practice that people use to share content,
opinions, insights, experiences,
perspectives and media.
Soon, the world’s most respected and
valued brands may be those least
“controlled” by their owners.
- Council of PR Firms White Paper
The Evolving Role of Public Relations in the Age of Social Media
“The public relations industry – agencies
and corporate communicators – must
determine that the golden opportunity to
lead on the new media front has arrived.”
- Council of PR Firms White Paper
The Evolving Role of Public Relations in the Age of Social Media
Trust Is Shifting
Edelman’s Annual Trust Barometer
“Who do you trust for information that’s
important to you?” …
Increasingly, we reply, “People like me.”
“Flipping The Funnel”
(Seth Godin)
• Turn strangers into friends.
• Turn friends into customers.
• And then... do the most important job:
Turn your customers into salespeople.
Three Things I Hope This Might Mean For
Public Relations Practitioners
1. We’ll rediscover the power of listening.
2. We’ll rediscover our real voices.
3. We’ll guide our organizations (and
ourselves) toward greater authenticity
and empathy.
Okay, Back To The Trees…
1) How To Drink From A Hydrant
Three Little Letters Might Help Us
(Really Simple Syndication)
• “RSS is the grease that lubricates the
groundswell.”
• Yet, as of 2007, only 8% of online
Americans (knowingly) used RSS feeds at
least monthly. - Groundswell, Charlene Li and Josh Bernoff
• RSS In Plain English
2) Blogs. Where To Start?
Blogs: Jump In
•
•
•
•
•
Technorati
Google Blog Search
AdAge Power 150
Blog Rolls
Tips from your Twitter followers
“The Internet has made public relations
public again, after years of almost
exclusive focus on media. Blogs, online
new releases, and other forms of Web
content let organizations communicate
directly with buyers.”
- The New Rules of Marketing & PR
by David Meerman Scott
“Robert Scoble, single-handedly at first,
has gien the EVEIL EMPIRE a “Human
Face”…thanks to his blog.”
-Tom Peters
3) Social Networks: Facebook
• Launched in 2004 by Mark Zuckerberg
(Yes, yet another Harvard dropout Billionaire)
• Estimated Over 200 Million Members
• Surpassed MySpace in April 2008
• Harley-Davidson’s Facebook group has 157,737
fans.
• Their Facebook campaign has helped grow the
Harley Owners Group to 1.2 million members
• Link:
http://www.facebook.com/s.php?init=q&q=Harley+Davidson&ref=ts&sid=13a1ca101812fb328b380a7c57739dc9#/harley-davidson?v=info&viewas=547817524
4) Social Networks: LinkedIn
“Facebook for professionals”
All 500 of the Fortune 500 are
represented in LinkedIn.
LinkedIn Login
5) Social Networks:
• Fasted growing social network
(Some describe Twitter as a microblog.)
• Asks one question: “What are you doing?”
• 140 character limit (plus links)
I went in thinking Twitter was a free way to
push our message out.“ Big mistake. We
learned to listen. We started winning once
we let people decide on their own about
our services."
- Amy Worley, H&R Block
BusinessWeek…
“…Until social media came along it was
not economically feasible to listen to a
global base of customers.
Blogging began to fix that. But it remained
pretty much a dynamic of, "I talk. I pick the
topics, and a few of you can respond."
Tony Hsieh
• Name Zappos.com CEO -Tony
• Web http://www.zappos...
• Bio www.zappos.com
blogs.zappos.com
twitter.zappos.com
• 410,266 Following
• 631,035 Followers
Twitter As Early Warning
Customer Service System
• Richard@dell
• TheHomeDepot
• JetBlue
• Comcast
Let’s Take A Look…
• http://twitter.com/home
• http://search.twitter.com/
• TweetDeck
6) Flickr
The key is tagging.
You might have to give up your day job.
http://www.flickr.com/
7) Del.icio.us
• Social Bookmarking
(“Folksonomy” vs. “Taxonomy”)
• Freedom From Our Desktop
• They’re Social – And Shared
My Del.icio.us Login
http://delicious.com/stevequigley
8) Digg
• “Digg surfaces the best stuff as voted on
by our users.”
• “You won’t find editors at Digg — we’re
here to provide a place where people can
collectively determine the value of content
and we’re changing the way people
consume information online.”
“Join The Conversation”
• Users submit articles, images, or videos
and submit them to the crowd.
• “We’re here to promote that conversation
and provide tools for our community to
discuss the topics that they’re passionate
about…”
• Digg Login
9) Wikis
The Hawaiian Word For Quick
A Wiki According To Wikipedia
(The 8th Most Popular Site in the World)
http://en.wikipedia.org/wiki/Wiki
More Wikis….
• Over 22% of online American adults say
they use Wikipedia at least monthly.
• So Wikipedia pages typically appear within
the top few results on Web searches.
Here’s A Relaxed Overview Of
The Impact Of Social Media
Gary Vaynerchuk
WineLibraryTV
Social Media
Thanks To CommonCraft
• http://www.commoncraft.com/socialmedia
The Social Web Is For…
Sharing
http://www.youtube.com/watch?v=vr3x_RRJdd4
Ford CEO steps into Twitter
April 15 2009
CEO Alan Mulally is participating in a Twitterbased Q&A from 1:00 to 1:30pm EST today. The
foray into Twitter by the company's top executive
is part of Ford's ongoing social media strategy to
better connect with consumers at a time when
car manufacturers are struggling globally.