This document provides an overview of social media relations and influencer outreach. It discusses identifying influential bloggers and other social media users, developing targeted messaging for different platforms, monitoring conversations, and measuring the results of outreach efforts. Key topics covered include the top social networks, finding and qualifying influencers, developing an outreach plan, and using case studies to illustrate best practices for social media relations.

1. Influencer Relations on the Social Web taught by Natasha Netschay Davies @NatashaNDavies Natasha@moonrakerweb.com

2. Today’s Agenda What are Social Media Relations? What is a social influencer? Today’s top social networks Finding & identifying influencers Monitoring the Social Web

3. What are Social Media Relations? Make a connection with: Stakeholders: Media, analysts, investors, industry Influencers: Tweeters, bloggers, social groups, brands, associations, competitors How? ... by participating in a conversation …with a tweet, a post on a wall, a comment on a blog, a comment in a group …emailing a blog author …appropriate messaging for each type of social network

4. What are Social Media Relations? More than one-way, more than 2 people Web 2.0 Participatory Sites Social Networking Collaborate USG = User Generated Content

5. Social Media Characteristics Different technologies have created different Web 2.0 sites. They are: Usually unofficial Volunteer-run More honest, less credible? New rules demand transparency

6. Fear of social media

7. Evolution of Social Media BlogsWiki technologies ex: wikipedia.org Social Networks: YouTube, Facebook, Flickr Social Share News: Digg, Delicious, StumbleUponMicroblog: Twitter, StockTwits Social Web Social Commerce Social Relationship Management “SRM”

8. Use of social media 79% of Fortune 100 are present and listening, using at least of one of main social platforms to communicate with their customers. 72% of social media users say that after an online search, they communicate with others about a product or service with face-to-face communication more than 4 out of 5 people are activein creating, participating or reading some form of social content

9. Current numbers 500 million Facebook users 145 million Twitter users Tweet & ReTweet 3 million people are checking-in on FourSquare

10. Social Media relations involves: Community development Modify messaging to suit medium: tweet, wall post, group thread, comments, images, videos Find and participate in conversations Redirect to more resources Develop campaigns Inform/Announcement (link to news release) Highlights from news release – quote, fact, results % (link to news release) Share industry insight…on a new product, on a challenge Provide industry resources to current issues/challenges (link to whitepaper)

11. Today’s top social networks & trends Guest blogging/posting - blog outreach programs Twitter – listening, conversing, redirecting, pitching, news bites Facebook – Company Page, Group Page, Events, Panels YouTube – channels, comments Reputation management Monitoring misinformation

12. Social Media Networking Blogger Relations Influencer Relations Social Web Relations Social Media Relations

13. What is an online influencer? Are using a social platform that has reached “critical mass” (ex: Twitter) Has a following (subscribers, followers, likes, friends, faves, check ins) Has engagement on their profile (comments, conversations, mentions) Can be an individual, group, brand, company, cause

14. Types of influencers Bloggers Tweeter Feeds Social Networks: Facebook, YouTube, Flickr, Ning, Bebo, MySpace How do you find them?How do you know if they are influential?How do you “rate” them?

15. Developing an Influencer Outreach Plan Research influencers (bloggers, Twitter feeds, Facebook) Develop messages for each type of influencer Adapt media materials to suit the social platform Outreach Monitor, Listen, Follow up

16. Blogs A type of web site that publishes a variety ofcontent including: News / Journalism Analysis Personal Diary (amateurish, popular with teens) Personal commentary / thoughts / opinions /insight Links to other media

17. Blogs: Distinguishing features Casual personal writing style/voice; chatty, brief, to the point Run by one person; or a group sharing a similar view Includes links to other blogs/articles/sites Most recent entry always top of page Interactive (comments, instant feeds, trackbacks, categories, archives, search) Niche audiences How are they different from official news sites? Unedited, not fact checked Unaccountable, credible?

18. Corporate Blog Industry news: what’s the competition doing? Talk about it, honestly; link to it. Express opinions and write editorials – cause controversy or something to chat about Include tips and tricks about your products Use social news about your company as it “humanizes” your company Don’t reprint press releases – summarize them, offer more details

19. Exercise: Blogger Relations Finding influential bloggers Pitching bloggers Treat bloggers like the press: pitch to them in a lighter wayTarget industry blogs and consumer opinion blogs

20. Blogger Relations:TELUS Case Study Introduced self and client Highlighted why blogger should be interested/how pitch is relevant to the blog: “As your blog covers smart grid news, you may be interested in some findings from IDC’s white paper on the subject.” Provided supporting details: stats from report, links to more info Offered interview opp w/TELUS Intl VP, list topics he can speak to

22. Does media prefer Twitter? “I’ve stopped accepting email pitches. Please follow me on Twitter and pitch in 140 characters or less.” Dennis Howlett, media, technology analyst, blogger How many journalists feel this way? How many bloggers? Ask your media list how they prefer to receive pitches

23. Tweeting: when, why, how Your tweetstream is your organization’s live newsline: Give the inside scoop Immediate reaction to industry news Build interest, suspense to upcoming announcement What is your team is up to? Where are you? Live-tweeting = conference coverage (hashtags); sharing of ideas

24. Exercise: Twitter Relations Set up account twitter.com Find people Search.twitter.com Follow each other Follow me @NatashaNDavies

25. Twitter 101: Broadcast and announce Tweets were focused on raising awareness of the Daffodil Day event

26. Twitter 301:Response to spontaneous tweets

27. Twitter: Broadcast and announce Airport Type: Airport competing with neighbouring airports Stakeholder: Travellers Objective: Provide info to travellers Tactic: Broadcast and announce Content: Weather conditions, delays

28. Facebook Uses Company Page Advisory councils Blog, study, research pages Petitions Mascots Pages Group Fundraising, recruiting

29. Finding Influencers on Facebook Search by clubs, groups, organizations, associations, governments, generations, interests. Invite them to your Page/Group/Event by sending them an email, posting on their wall, or FB invite. Befriend industry orgs, industry experts, bloggers, tweeters etc. via your Facebook profile(s ).

30. Community Development: CCS

31. How is a SMNR different than a news release: Update or reminder memo Get right to the point Write in simple, straightforward sentences 200 words should be the maximum (summary/abstract) Don't try to cram in too much information; LINK to it! Headline / Subject Line MUST have gist of story To the point – keep header under 60 characters Links to related stories, or further background information; other media stories Links to multimedia (audio, video, buttons to access in languages) Add subheads

32. SMNR Template

33. Monitoring Monitor conversations/news that provide opportunity to participate or respond On mainstream news (comment on news stories) In Twitter strings, on trending topics On Facebook Walls In social groups/channels

34. Outreach results A tweet, blog mention, submitted link = easier to attain than coverage in traditional media More viral and immortal compared to print media A news release may or may not get traditional media coverage A fact, a quote, or a digital connection can live longer, remain searchable/archiveable ROI: Builds YOUR influence overtime @mentions Retweets Comment approval Comments on comments Wall discussions Monitor competition tweets/ FB posts

35. Social Web Hotline natasha@moonrakerweb.com @NatashaNDavies @PeakCo