1. Digital Immersion Workshop:
Social Media for PR & Marketing
Professionals
Prepared for PRSANY
June 25, 2009
Sandra Fathi
President, Affect Strategies
Affect Strategies PROPRIETARY & CONFIDENTIAL 6/26/2009
5. PR & Marketing Meets
Web
» New Tools » Same Strategic Approach
» New Rules » Same Business Insight
» New Avenues » Same Core Skills
» New Target Audiences » Same (If Not More) Value
» New Language
» New Influencers
» New Measurement
» New Timelines
Affect Strategies PROPRIETARY & CONFIDENTIAL 6/26/2009
6. Blogs & Blogging
» Type of website
» Regular entries/updates
» Usually allows comments/interaction with visitors
» May include text, pictures, video (vlogs), audio (podcasts) etc.
» Types:
» Personal
» Corporate
» News
» Blog Search Engines: Bloglines, BlogScope, Technorati
Affect Strategies PROPRIETARY & CONFIDENTIAL 6/26/2009
7. Blog On
Affect Strategies PROPRIETARY & CONFIDENTIAL 6/26/2009
15. Microblogging
» Blogging in short form
» Similar to texting
» Ability to send and receive messages
» Ability to follow and be followed
» Archive information
» Multiple delivery mechanisms
» Conversations and interactivity
Affect Strategies PROPRIETARY & CONFIDENTIAL 6/26/2009
20. A Little Birdie is Born
» Side project of Jack Dorseyâs in March
2006 while at Obvious
» Prototype within 2 weeks
» Public launch in Aug 2006
co-
Twitter co-founders
Evan Williams, Jack
» Twitter Inc. May 2007 Dorsey, and Biz
Stone.
Affect Strategies PROPRIETARY & CONFIDENTIAL 6/26/2009
22. The Basics
Tweet: Message â 140 Characters
Twitter Handle: @sandrafathi
Retweet (RT): Resending a message from
someone else to your followers
Message: Direct message (private) from one
Twitterer to another
Nudge: Prompt someone to Tweet
Hashtag: #eventname Easy search for
events/topic
Affect Strategies PROPRIETARY & CONFIDENTIAL 6/26/2009
23. Twitter Program Building
Blocks
1. Goals & Objectives
Strategy
2. Benchmarks for Success
3. Message Themes
4. Tool Identification/Implementation
5. Twitter Usage Policy
6. Training
7. Promotional Plan Development
8. Content Identification/Development
9. Tweet Generation
10. Twitter Monitoring
11. Engagement
12. Measurement
Affect Strategies PROPRIETARY & CONFIDENTIAL 6/26/2009
28. Twitter Guides
Brian Solis: PR 2.0
http://www.briansolis.com/2008/10/twitter-tools-for-community-and.htm
Pistachio Consulting: Twitter for Business
http://www.pistacioconsulting.com
Affect Strategies: 10 Reasons Why You Need to Tweet
http://www.affectstrategies.com/main.php?page=pr_twitter
Caroline Middlebrook: The Big Juicy Twitter Guide
http://www.caroline-middlebrook.com/blog/twitter-guide/
Affect Strategies PROPRIETARY & CONFIDENTIAL 6/26/2009
29. RSS: Really Simple Syndication
âRSS is a family of Web feed formats used to publish
frequently updated works â such as blog entries, news
headlines, audio, and video â in a standardized format.
An RSS document (which is called a "feed", "web feedâ, or
"channel") includes full or summarized text, plus metadata
such as publishing dates and authorship.â
-Wikipedia
Affect Strategies PROPRIETARY & CONFIDENTIAL 6/26/2009
30. RSS Readers
âThey benefit readers who want to subscribe to
timely updates from favored websites or to
aggregate feeds from many sites into one place.â
RSS feeds can be read using software called an "RSS
reader", "feed reader", or "aggregator", which can be
web-based or desktop-based.â
-Wikipedia
Affect Strategies PROPRIETARY & CONFIDENTIAL 6/26/2009
56. Facebook User Profile,
Groups & Pages
1. Facebook Pages are visible to everyone â so even
someone without a user profile can view a Facebook
Page.
2. Facebook Pages can have an unlimited number of fans
â individual users can only have up to 5,000 friends.
3. Facebook Pages allows you to send updates to all
âfansâ at once. (Individual users cannot.)
4. Facebook Pages allows users to become a âfanâ without
confirmation. (Individual user profiles have to accept
friend requests.)
Affect Strategies PROPRIETARY & CONFIDENTIAL 6/26/2009
57. Facebook Pages: 8 Ways to
Enrich a FB Page
1. News-feeds & Mini-feed â to populate the page with important industry news as
well as news from company
2. Photos â photos of products, people and activities at company.
3. Videos â videos of product demos or positioning videos.
4. Events â invitations to events that company is participating in or organizing such
as tradeshows, conferences and webinars.
5. Notes â Facebookâs Notes application is akin to a blogging tool. This can be
connected to an existing blog or be updated independently.
6. Discussion Board- this is a place for users (or âfansâ) to talk about Absolute or its
products and upcoming events. Administrators can provide feedback and
participate in the conversation as well as delete any posts they do not deem
appropriate.
7. Wall/Reviews â these are public comments that are visible to everyone who visits
the Facebook Page made by users.
8. Additional Applications â we will review and make recommendations for additional
applications that may be appropriate for Absolute.
Affect Strategies PROPRIETARY & CONFIDENTIAL 6/26/2009
66. Why Use Flickr?
1. Flickr shows up in SEO results. Itâs another way to âownâ your brand
content.
2. Extend your advertising. Encourage the public to utilize company
photos on blogs and websites.
3. Steer public and members of the media to use correct images and
logos. A quick image search on Google brings up photos that people
have taken of old logos, product shots and out-of-date executive
photos. If you had an image bank on Flickr, it could displace those
results.
4. Enable easy resizing/reformatting of images. Flickr provides these
capabilities automatically to every image uploaded â the user does
not need to have any photo editing software.
5. Offer visual user manuals/solutions. Flickr can be used to hold
screen shots or images for configuration.
Affect Strategies PROPRIETARY & CONFIDENTIAL 6/26/2009
80. Closing Thoughts
Set goals and objectives
Build a strategy
Know your audience, know yourself
Fish where the fish are
Master one platform at a time
Bring your online connections offline & vice versa
Measure, tweak, repeat
Affect Strategies PROPRIETARY & CONFIDENTIAL 6/26/2009