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Social Media Communications Strategy

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					                          November 2008




Social Media Communications
Strategy
Best of the Edge Series
Jeff Patrick
President
415.543.7600
jpatrick@commonknow.com
www.commonknow.com

                                  1   1
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                                      October 2008
                                                 2   2
We’ll Cover:

• Social Media Landscape
   – Ecosystem, Evolution, Audiences, Types
• Listening
   – Social Media Monitoring and Analysis
• Engaging
   – Content Development
• Buzzing
   – Effective Blogger and PR Outreach




                                              October 2008
                                                         2   3
    Jeff Patrick
President & Founder
Common Knowledge




                      4
EcoSystem

                                                    MySpace
    Campaign   Partner    Capital
      Site     Website   Campaign                                 Facebook

                                    Commercial
                                     Content




               Org                               YouTube
                                                                 Flickr

           Website




 Network of Micro-Communities                                 Blogosphere



                                                                             5
   Federation for American Immigration Reform




FAIR


www.fairus.org




                                                6
  Federation for American Immigration Reform




FAIR

Campaign Site

www.fairdebate.org




                                               7
  Equality California




Equality
California (C4)

www.eqca.org




                        8
  Equality California




Equality
California (C3)

www.eqcai.org




                        9
  Equality California




Equality
California (PAC)

www.eqcapac.org




                        10
  Equality California




Equality California
Campaign Site

www.LetCaliforniaRing.org




                            11
Equality California – Facebook Group




                                       12
      Dean Hollander
   Senior Vice President
Interactive and New Media
 Fenton Communications



                            13
   The Evolution to Social Media
Drawings   Alphabet   Print   Radio   Telephone   Film   TV   Web 1.0   Mobile   Web 2.0




                                                                                     14
   The Evolution to Social Media
Drawings   Alphabet   Print   Radio   Telephone   Film   TV   Web 1.0   Mobile   Web 2.0




                                                                                     15
   The Evolution to Social Media
Drawings   Alphabet   Print   Radio   Telephone   Film   TV   Web 1.0   Mobile   Web 2.0




                                                                                     16
   The Evolution to Social Media
Drawings   Alphabet   Print   Radio   Telephone   Film   TV   Web 1.0   Mobile   Web 2.0




                                                                                     17
   The Evolution to Social Media
Drawings   Alphabet   Print   Radio   Telephone   Film   TV   Web 1.0   Mobile   Web 2.0




                                                                                     18
   The Evolution to Social Media
Drawings   Alphabet   Print   Radio   Telephone   Film   TV   Web 1.0   Mobile   Web 2.0




                                                                                     19
   The Evolution to Social Media
Drawings   Alphabet   Print   Radio   Telephone   Film   TV   Web 1.0   Mobile   Web 2.0




                                                                                     20
   The Evolution to Social Media
Drawings   Alphabet   Print   Radio   Telephone   Film   TV   Web 1.0   Mobile   Web 2.0




                                                                                     21
   The Evolution to Social Media
Drawings   Alphabet   Print   Radio   Telephone   Film   TV   Web 1.0   Mobile   Web 2.0




                                                                                     22
   The Evolution to Social Media
Drawings   Alphabet   Print   Radio   Telephone   Film   TV   Web 1.0   Mobile   Web 2.0




                                                                                     23
   The Evolution to Social Media
Drawings   Alphabet   Print   Radio   Telephone   Film   TV   Web 1.0   Mobile   Web 2.0




                                                                                     24
   The Evolution to Social Media
Drawings   Alphabet   Print   Radio   Telephone   Film   TV   Web 1.0   Mobile   Web 2.0




                                                                                     25
Social Media Audiences




                         26
Social Media Audiences




                         27
Social Media Audiences

      Age is also a major driver of adoption
               Percent of each generation in each Social Technographics category




                              Base: US online consumers
        Source: NACTAS Q2 2007 North American Social Technographics online survey
                         NACTAS Q4 2006 Youth online survey




                                                                                    28
Listening




            29
 Social Media Monitoring
Social media monitoring enables you to “Listen” to what is going on within online discussions and strategize
accordingly.

There are literally hundreds of millions of blogs, social network pages, discussion boards and other forms of user generated content
online.



  Searching on the term “Muslim” within the
  U.S. returned 45,951 posts on blogs,
  discussion boards, comments and other social
  media (video, micro-media, etc..)




Identifying Influencers (For the Cause)


Identifying Influencers (Against the Cause)




                                                                                                                                 30
Identifying Influencers

                          Influencer
                          This enables to identify the
                          posts that have:

                          Links -
                          Manifest the most amount of
                          inbound links.

                          Comments -
                          The largest response




                                                         31
  Social Media Analysis

                                                      Comparative Analysis
                                                      This enables us to compare all of the 45,951 results
                                                      but add keywords for comparison.

                                                      American vs. Extremist is being used in this
                                                      example




Trend Analysis
This enables to identify trends within the posts by
adding keywords to use for comparison over a period
of time.

American vs. Racism is being used in this example




                                                                                                     32
 Social Media Mapping
Ecosystem Mapping is fairly new. It is the process of analyzing the connections between Web sites and their traffic. It
helps to identify groups of influencers and discover what topics are most engaging for that audience.




                                                                                                                          33
Case Study




             34
Engaging




           35
Viral Content
                    What’s Viral?

         Email

         Video

         E-Card

         E-Invite

         News

         Flash

         FaceBook

         MySpace




                                    36
Viral Content
                    What’s Viral?

         Email

         Video

         E-Card

         E-Invite

         News

         Flash

         FaceBook

         MySpace




                                    37
Viral Content
                    What’s Viral?
                                    Funny
         Email
                                    Sad
         Video
                                    Thought Provoking
         E-Card                     Fun

         E-Invite                   Worth Sharing

         News                       Be Proud Of

                                    The Scoop
         Flash
                                    Rumors
         FaceBook
                                    Scary
         MySpace
                                    Shocking




                                                        38
Types of Social Media
Communicate
Blogs: Blogger (service), Livejournal, TypePad, Wordpress, Vox,
Microblogs / Presence apps: Twitter, Pownce and Jaiku
Social networking: Avatars United, Bebo, Facebook, LinkedIn, MySpace, Orkut, Skyrock
Virtual worlds: Second Life, The Sims Online
Social network aggregation: FriendFeed, Youmeo
Events: Upcoming.org, Eventful, Meetup.com


Collaborate
Wikis: Wikipedia, PBwiki, wetpaint
Social bookmarking: Delicious, StumbleUpon
Social News Sites: Digg, Mixx, Reddit
Opinion sites: epinions, Yelp


Share
Photo sharing: Flickr, Zooomr, Photobucket, SmugMug
Video sharing: YouTube, Vimeo, Viddler, Revver
Livecasting: Ustream, Justin.tv, Stickam
Audio and Music Sharing: imeem, The Hype Machine, Last.fm, ccMixter




                                                                                       39
Developing Content


-   Who is the Target Audience?

-   What Type of Message?
-   video - emotional
-   text - informative
-   photo - timely
-   widget / application - collaborative

-   Is it Shareable or Collaborative?




                                           40
Distributing Content
                            The Online Universe
                                        Search                     News Sites
            Blogs           Ebay                      Craigslist
                                        Engines




             Syndicated                                              Email
                                       Your Website
              Content




                                         Content                    You Tube    (and
            News Feeds
                                       aggregators      FaceBook      others)
             RSS, etc...   Microsite
                                         Dig this
                                        Delicious




                                                                                       41
Case Study




             42
Case Study




             43
Case Study
             Facebook Widget Application




                                           44
Case Study




             45
Case Study




             46
Case Study




             47
Case Study




             48
Case Study




             49
Case Study




             50
Case Study




             51
Case Study




             52
Case Study




             53
Organizing




             54
Case Study




             www.girleffect.org



                                  55
Buzzing




          56
Promotion


- Find Blogs
- Research and Trim the List
- Provide Content (videos, etc...)
- Make a Personal Connection
- Track Posts / Comment
- Develop a Relationship




                                     57
Public Relations
Top 99 Web sites
 1. Google                        26.Comcast.net                     51.Target                             76.Dailymotion
 2. Yahoo!                        27.RapidShare                      52.GameFAQs                           77.Dell Inc.
 3. Myspace                       28.Youporn.com                     53.CNET.com                           78.ImageVenue hosting
 4. YouTube                       29.MapQuest                        54.Adultadworld.com                   79.Fox News Channel
 5. Facebook                      30.Aboutmapquest.com               55.Adobe                              80.ZEDO.com
 6. Windows Live                  31.Apple Computer, Inc.            56.Imeem                              81.Verizon
 7. Microsoft Network (MSN)       32.Mozilla.com                     57.AT&T                               82.XTube.com
 8. Wikipedia                     33.Digg                            58.Reference.com                      83.Blizzard - World of Warcraft
 9. Ebay                          34.Redtube.com                     59.LiveJasmin.com                     84.Foxsports.com
 10.AOL                           35.Fastclick                       60.LinkedIn                           85.Washington Post
 11.Craigslist.org                36.LiveJournal                     61.Hi5linkedin.com                    86.Megaupload
 12.Blogger.com                   37.IGN                             62.Pogo.com                           87.Realitykings.com
 13.Amazon.com                    38.Bank of America                 63.Orkut                              88.Playlist.com
 14.Go                            39.Chase Manhattan Bank            64.Watch-movies.net                   89.Att.netplaylist.com
 15.Photobucket                   40.ImageShackPornhub.com           65.Washington Mutual                  90.Wachovia Corp.
 16.CNN                           41.Official Site of Major League   66.Mininova                           91.Monster.com
 17.The INternet Movie Database      Baseball                        67.Double Click                       92.Answers.com
 18.ESPN Sportszone               42.QuizRocket ..                   68.The Pirate Bay                     93.Xvideos.com
 19.Flickr                        43.Ask.com                         69.Walt Disney Television             94.Tinypic.com
 20.Microsoft Corporation         44.GameSpot                        70.Zshare.net                         95.Googlesyndication.com
 21.Weather.com                   45.BBC Newsline Ticker             71.CNET Download.com                  96.NewEgg.com
 22.Adult Friendfinder            46.Wal-Mart                        72.CareerBuilder.com                  97.Brazzers.com
 23.AOL Instant Messenger         47.DeviantART                      73.Road Runner                        98.Msplinks.com
 24.The New York Times            48.Netflix                         74.TypePad                            99.Circuit City
 25.WordPress.com                 49.Best Buy                        75.United States Postal Service (USPS)
                                  50.Veoh.com




                                                                                                                                       58
                                                                                                                                       58
Public Relations
Top 30 News Sites
Site -- Monthly Visitors -- % change 10/07 - 10/08

1. MSNBC Digital Network -- 40,946,000 -- 37%                         16. Hearst Newspapers Digital -- 8,864,000 -- 19%
2. CNN Digital Network -- 38,489,000 -- 27%                           17. MediaNews Group Newspapers -- 8,599,000 -- 11%
3. Yahoo! News -- 37,340,000 -- 13%                                   18. The HuffingtonPost.com -- 8,107,000 -- 448%
4. AOL News -- 20,827,000 -- 1%                                       19. Advance Internet -- 8,012,000 -- 19%
5. NYTimes.com -- 20,348,000 -- 16%                                   20. WorldNow -- 7,547,000 -- (-36%)
6. Tribune Newspapers -- 17,714,000 -- 36%                            21. Topix -- 6,815,000 -- 6%
7. ABCNEWS Digital Network -- 15,479,000 -- 43%                       22. Slate -- 6,548,000 -- 35%
8. Fox News Digital Network -- 14,269,000 -- 51%                      23. Boston.com -- 6,133,000 -- 11%
9. Gannett Newspapers and Newspaper Division -- 12,924,000 -- (-5%)   24. Cox Newspapers -- 5,621,000 -- 26%
10. Google News -- 12,534,000 -- 13%                                  25. Gannett Broadcasting -- 5,323,000 -- 16%
11. washingtonpost.com -- 12,375,000 -- 43%                           26. Fox Television Stations -- 5,098,000 -- 57%
12. USATODAY.com -- 11,381,000 -- 20%                                 27. NPR -- 5,032,000 -- 52%
13. CBS News Digital Network -- 11,004,000 -- 17%                     28. New York Post Holdings -- 5,000,000 -- 32%
14. McClatchy Newspaper Network -- 10,946,000 -- 18%                  29. MailOnline -- 4,795,000 -- 17%
15. BBC -- 8,962,000 -- 7%                                            30. Daily News Online Edition -- 4,671,000 -- 33%
                                                                                                           source: Nielson




                                                                                                                          59
Case Study




             60
Public Relations

-   Relevant to Current News?

-   Controversial?

-   Leading Indicator?

-   Is there an Event to Tie In?

-   What Kind of Story is it?
                                   TIPS:
-   Human Interest                 Make a Target List
-   Local
                                   Use Your Network
-   National
-   Global                         Find the Online Editor
-   Environmental                  Use a PR firm
-   Etc...                         Republish Stories




                                                        61
    Advertising
- Google Adwords
-    affordable, pay for performance


- Other Search Engines
- Yahoo, MSN, etc...

- Craigslist
-    Is there a classified tie in?


- Social Media Advertising
- Targeted
- Facebook, MySpace, YouTube

- Banner / Display Advertising
- more expensive
- pay per impression

- Pay To Play Video Networks
- Targeted
- Pay for Performance
- Guaranteed clicks / views



                                       62
Tracking / Measuring




                       63
Measure, Test, Adjust




                        64
Contact Info:

Dean Hollander

Senior Vice President
Interactive and New Media

Fenton Communications

dhollander@fenton.com
415-901-0111




                            65
Q&A




      66
                          November 2008




Thanks.
Jeff Patrick
President
415.543.7600
jpatrick@commonknow.com
www.commonknow.com

                                  1 67
                                 November 2008


Best of the Edge Series

Rapid Donor Cultivation
Wednesday, December 3, 2008



Register at www.commonknow.com

Jeff Patrick
President
415.543.7600
jpatrick@commonknow.com
www.commonknow.com

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