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					             Bold Fusion
              Playbook

“Get in the Game and Change the Game!”




                                         1
Social Media Networking and What You Need To Know…
  1. It’s not just for kids…some 300 million U.S. residents are using social networking
     sites
           175 million on Facebook, if it were a country, it would be the eighth largest
  2. It’s a lifestyle change…a shift of time management and work flow
  3. Get in the game, see what others are doing on social networking sites
  4. Storyboard your use of social networking; have a purpose, a subject matter
  5. Be proactive; update your site with informative information based on your
     purpose/expertise

Why You Might Consider Social Networking…
     Positions you as a valuable resource in the company
     Attract new readers to your content
     Position yourself as a brand and THE authority in your industry, etc., showcase
      your personality
     Focus on a few efforts so you can update content and keep audience engaged
     Create your own Digital Media Network to organize content

Tools You Need to Network
     Camera Phone/Digital Camera
     I-pod
     Flip video recorder
     Laptop




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Review of Social Networking Sites
• Facebook.com
-175 million active users; the most trafficked social media site in the world
-15 million users update their status daily
-850 million photos are uploaded monthly
-Average Facebook user has 120 friends

• Twitter.com
-189,906,000 active users; ability to follow and be followed; Barack Obama is the most
followed Twitter user; New York Times has 12,438 followers on general news

• Linkedin.com
-11.9 million regular users and 35 million visiting professionals in 150 industries around
the world; most members are between 30-55 years old, more than 1.4 million members
identify as senior executives

The others...
• Youtube.com, Myspace.com, Blackplanet.com

Resources
    www.Mashable.com
    www.mybarackobama.com
    www.tweetscan.com
    www.technorati.com




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              A (Brief) Guide to the Digital World
12seconds.tv
12seconds is the best place online for video status updates. It's a super easy way to
share what you're doing with your friends and family using short video clips. You can use
your web cam or mobile phone. Show your friends where you are, share your thoughts,
or tell them how you're doing.

BeatBlogging.org
A resource for beat bloggers, PR professionals can use this as a source to build a strong
pitch distribution list. I’ve heard from many reporter friends that more and more they
are looking to blogs for trends and upcoming story ideas.

Blog
A web site with regular entries of opinion, commentary with photos and/or graphics.
Successful blogs allow for comment to engage an audience interested in the topic of the
blog. Key resources include: Blogger, Wordpress.

Digg
The hosting site for the most popular news, articles, posts or other content, voted on by
its users and ranked by popularity. This is considered social news because stories are
ranked by popularity.

Flip camera
A Flip camera is a compact video camera that holds up to 60 minutes of footage, which
is easily uploaded via software to youtube.com.

FriendFeed
FriendFeed enables you to keep up-to-date on the web pages, photos, videos and music
that your friends and family are sharing. It offers a unique way to discover and discuss
information among friends.

Help A Reporter Out
A free source for media and PR professionals to connect hosted by Peter Shankman.
Reporters post their queries on his web site: www.helpareporterout.com. Shankman
distributes the queries via email three times per day and uses Twitter.com for urgent
queries.

Media people using Twitter
I have yet to find a truly comprehensive list of all reporters on the microblogging site
Twitter. www.twitterpacks.pbwiki.com/Public-Media




                                                                                       4
Message Boards
A web page that serves as an internet forum for a specific topics where users contribute
content, graphics to create a dialogue.

Music/Photo Sharing
The sharing of both music and photo files between peers through social networks.
    Flickr is a popular program for sharing photos
    LimeWire is a popular music downloading tool (copyright and pirating issues are
       still a concern)

PitchEngine
PitchEngine offers a full suite of Web 2.0 tools for the creation of the social media
release (SMR) used by PR professionals and journalists (i.e. links to your social network
profiles, video and audio capabilities, etc…). Readers may opt to receive a release on any
social networks to which they belong.

Podcast
A podcast is similar to broadcasting, a series of digital media produced for portable
media players or computers. Podcasts are becoming more popular due to free
downloads on i-tunes.

ReportingOn
Still in its beta stage, this social network is designed for reporters to discuss their beat or
stories. A synchronistic communication style similar to Twitter, the question this time is,
“What are you reporting on?” There are around 600 reporters and professionals from
around the world subscribed to the network.

RSS (Really Simple Syndication)
Users subscribe to blog posts, news headlines, podcasts or other stories that are
frequently updated using a RSS Reader or aggregator.

Search Engine Marketing (SEM) and Search Engine Optimization (SEO)
Both promote a web site by increasing visibility in search engines such as Google and Yahoo; can
also involve strategic key words or key phrase placement.

Social Networks
Social Networks link people or organizations together to communicate and exchange thoughts,
ideas, multi-media in one on-line space.
     Facebook.com, Myspace.com
     Niche sites such as AsianAvenue.com, BlackPlanet.com are gaining popularity
     Ning.com is a newer platform where users can create their own social network based on a
        type of share interest




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Technorati
A blog search engine that ranks blogs into categories; can search for blogs or specific
posts.

Twitter.com
A microblog that allows users to connect through brief messages (140 characters). Users
“follow” others through their profile. Adding the # sign with a key word allows for easier
search on a subject or movement (#cincinnati is an existing tag)
     For all things Twitter, check out http://twictionary.pbwiki.com
     www.twitpic.com is tool that allows users to post pictures on twitter or other
       social networks
     www.tweetscan.com allows users to scan the “twitterverse” for key topics or
       brand names
     www.twellow.com is a search engine for people on Twitter.com.; searches can
       be by topic, key word or name/location.
     www.tweetdeck.com allows users to manage their tweets, direct messages and
       replies

Videocast
A videocast is similar to a podcast but uses video rather than audio.

Web 2.0
Web 2.0 refers to bringing creativity to the web through collaboration; users creating
content for the web through video, text, audio, etc.

Widget
A visual or virtual application that acts as a mini web page or tool of information that
reverts to alternative places or offers valuable information without visiting a web site.
Widgets can house various information and capabilities such text, videos, photos.

Wiki
A collection of web pages from collaborative efforts by allowing anyone who accesses it
to contribute or modify content. Wikis can be used by corporations as part of an
internet, as free encyclopedia accessible to anyone (Wikipedia) and can be edited by a
group of people.

WiredJournalists.com
Created for reporters, editors, executives, students and faculty, this tool is for journalists
with access to limited resources. The members of the network keep up with Web 2.0
trends and share resources with one another.

Youtube.com
A video sharing web site users can watch, upload and share video; bought by Google in
2006. Youtube is free and is the most popular video web site.

                                                                                            6
              Local Blogs of Interest
Insert here




                                        7
        Creating Your Own Digital Media Network
Overview
In the last year, some 800 U.S. reporters have left their beats due to downsizing at daily
newspapers. Many of these positions are not being replaced due to decreasing
newspaper advertising revenue. The days of the event preview/review story, live TV
interviews and radio interviews are fading—and fading fast, because the news holes are
shrinking. Traditional media is becoming more and more non-traditional--using digital
and social media platforms to reach new and current audiences.

“Small is the new big” is a common mantra among social media experts. A small but
influential consumer audience is certainly more attractive than 1,000+ page views from
a random group of people. For instance, if you are selling media advertising, a pool of 45
media buyers with whom you social network is more attractive than 500 random
readers/listeners who don’t have ad purchasing power. It takes time to create these
influential networks but once they are created, they are a powerful network in which to
disseminate your message.

Creating Your Own Digital Media Network
While social networking may seem like a tool used to reach only the Millennials or Gen Y
and perhaps, Gen X; it is a growing force among all audiences, including Boomers who
have the time and growing interest in using the internet.

Your Media Network may consist of the following key tools used to communicate to
your current network (influencer database, email database, etc.). However, as you plan
to launch your Media Network, it must be permission-based—targeting those already in
your database or those who want to receive your content.

A Digital Media Network may include but not limited to the following:

      Regular email blasts to your base encouraging them to get engaged and
       connected in your Media Network
      Weekly or regularly scheduled blog from your executive, PR rep or face of the
       organization.
      Use your web site to communicate information about your organization and use
       Facebook to communicate event information, photo galleries, etc. Both can work
       together to promote your message.
      Create a Youtube.com channel for your organization by using a flip video
       camera. Make two-minute videos and post them directly on Youtube.com; also
       share this link to your Facebook page (free uploads on Youtube.com).
      Use Twitter.com to send “breaking news” or immediate updates; link your
       Twitter account to Friendfeed so it links to your Facebook page.


                                                                                        8
Measuring of a Digital Media Campaign
For each campaign, we will create a scorecard to measure the effectiveness of the
campaign. Scorecard elements might include the following but not limited to:
    # of qualified names in the e-database
    # of web site unique site visits
    # of blog entries with comments
    # of posted videos with videos/comments
    # of posted podcasts with downloads
    # of Facebook fan page friends
    # of Twitter posts/followers




                                                                               9
                 Your Digital Media Network

Why don’t we call it a Social Media Network?
We call it a Digital Media Network because you might be using more than
just social media tools, i-tunes, podcasts, videos, etc. Digital is more
encompassing.

Objective of Your Network




Target Audience(s) (who do you want to reach?)
You might begin with: who are our Top 100 Influencers?




Campaign or Brand Name/Subject Matter (what do you want to promote?)




Timeline for Campaign? (launch date, completion date? Or is it a general
brand awareness campaign?)




                                                                           10
Which platforms will you use and how?:
Facebook.com

Youtube.com

Linkedin.com

Twitter.com

Flickr.com

Blogger.com

Others:


How will you promote your social media campaign in your traditional
media campaigns?




How will you measure the campaign?




                                                                      11
Social Media Resources/Links to Visit

Barack Obama and Social Media Case Study
http://www.viralblog.com/social-media/case-study-the-full-barack-obama-
strategy/

Social Networking More Popular than Email
http://mashable.com/2009/03/09/social-networking-more-popular-than-
email/

Social Media for Business: Do’s & Don’ts for Sharing
http://mashable.com/2009/02/27/social-media-for-business-2/

Using Social Media for Social Good
http://www.susanmernit.com/blog/2009/03/case-study-using-social-
media.html

How to Measure On-Line Influence
http://mashable.com/2009/03/02/measuring-online-influence/

Check out these web sites using Social Media:

Skittles
http://skittles.com/?mm=12&dd=03&yy=1969&terms=on&x=34&y=13

H&R Block
http://digits.hrblock.com/

Fast Company Magazine
http://www.fastcompany.com/

Saint Arnold Brewery
http://www.saintarnold.com/




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