Professional Documents
Culture Documents
November 13, 20 December 4, 2009 | Instructors John Anthony Hartman and Carri Bugbee
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@CarriBugbee
Marketing strategist
Writer, PR pro
social media evangelist,
@feedia
Owner of Big Deal PR
TXT JOHNNY TO 50500 (BigDealPR.com)
johnahartman@gmail.com
Leader of Social Media Club
Portland (@SocialMediaPDX)
Advertising
• Social media provides new channels for ad buys and new ways to
advertise.
• Data on social networks enables hyper-targeted ads.
• Letting users “vote” on ads will make targeting even better
• Mobile devices have (and will even more) enable geo-targeted
advertising
• Crude ways to do that now, better ways are coming
• Think Big Brother! If you can be found and identified, someone will
serve you an ad you’ll probably want.
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Advertising
The top 20% of social
network users visit
networking sites 2.4 times
per day, on average, and
spend 31 minutes on them
—twice as long as the same
users spend with e-mail or
instant messaging. That
means more time with ads!
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Advertising
Public Relations
• Public relations is finally public.
• Press releases used to be written for journalists; now targeted to
your audience
• Fast and easy self-publishing allows anyone to be the media
• Journalists no longer filter the news
• Sometimes a blog post can double as a press announcement
• Journalists will find you precisely because you have self-
published
• Many journalists are on Twitter. It’s a great way to build personal
relationships -- if you do it artfully.
• Journalists are spread thing; expect short, succinct pitches anyway
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Public Relations
• New press “wire” services have popped up to help distribute press
releases across the social Web
• Most include hyperlinks (including anchor text), video, audio, photos
• Some even have functional insets of your entire Web site
• Old guard distribution services have expanded their offerings as well
• Many include sophisticated “clipping” services that track many sites
across the social Web, including “walled gardens”
• Crucial for crisis PR -- must respond in the milieus where crises errupt
• You should always optimize for search
• Easy to create your own online press room via sites like PItchEngine or
on your own Web site or blog
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Blogging
A blog (an abridgment of the term web log) is a website,
usually maintained by an individual, with regular
entries of commentary, descriptions of events, or other
material such as graphics or video. Entries are
commonly displayed in reverse chronological order.
"Blog" can also be used as a verb, meaning to
maintain or add content to a blog.
Wordpress - One of the top blogging frameworks.
TIP: Akismit the anti-spam solution they provide is
top notch register at wordpress.com
Blogger
Type Pad /VOX
SEO + SMM
The number-one benefit of social media marketing is gaining the all-
important eyeball. A significant 81% of all marketers indicated that their
social media efforts have generated exposure for their businesses.
Improving traffic and growing lists was the second major benefit, followed
by building new partnerships. An unexpected benefit was a rise in search
engine rankings reported by more than half of participants. As the search
engine rankings improve, so will business exposure, lead generation efforts
and a reduction in overall marketing expenses.
Lifestreaming
A time-ordered stream of documents that
functions as a diary of your electronic life;
every document you create and every
document other people send you is stored in
your lifestream. a.k.a social stream
Facebook ,Twitter, Friend Feed and tons of
other services provide a rolling dialogue of
our digital lives.
A very strong SMM tactic is to pay attention
to those streams and engage with customers
in the spaces they communicate.
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Social Graph
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Lifecasting is a continual
broadcast of events in a person's
life through digital media.
Typically, lifecasting is transmitted
through the medium of the
Internet and can involve wearable
technology.[1] Lifecasting
reverses the concept of
surveillance, giving rise to
sousveillance through portability,
personal experience capture,
daily routines and interactive
communication with viewers.
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http://twitter.zappos.com/employees
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http://bestbuyinc.com/mmr/july_2009/spot/
Google
1,000,000,000,000 (one trillion) - approximate number of unique URLs in Google’s index
2,000,000,000 (two billion) – very rough number of Google searches daily
• Gmail
• Google Reader
• iGoogle
• Google Maps
• Orkut
• Google Docs
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Blogging
• Philosophy of Conversation
• Compelling
• Engaging
• Targeted
• Entertaining
• Process Driven
• Market Segment
• REAL!!!!!
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LinkedIn
• Your online resume
• Scoured by HR pros/headhunters
• Essential for personal branding
• Demonstrate expertise in your field
• Connect with other experts
• Show the breadth of your network
(numbers can impress)
• Can create a company profile
(connect other employees)
• Adding connections isn’t fast or
easy
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LinkedIn
• On-site recommendations saves time and hassle
• Post links to your blog, site, articles, etc. disguised as “questions”
• Many new apps:
• Show what you’re reading
• See events connections are attending
• Search conversations for buzz about your company
• Share travel info
• Poll your contacts
• Post your slides via Slideshare (consider creating a resume slide!)
• New: update via Twitter!
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Facebook
• Can be a business tool like LinkedIn, but many think of it as
much more personal
• It’s not fast to add friends and fans
• Ideal for sharing anything visual (photos and video)
• Can create friend lists
• Can send mass announcements to groups and fans
(downside is you can’t create friend lists for groups or fans)
• People often don’t enter complete data about their networks
on their profiles, making it hard to figure out where they live
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Facebook
• Ideal for event listings; anyone can see them (non-friends & fans)
• Enables lengthy, threaded conversations and blog-style posts
• Be judicious about outreach – messages and updates can quickly
turn into spam
• Approach it with the idea of building community
• Get a vanity URL for a personal profile or fan page (if you have 100
fans)
• Apps and widgets can be great marketing tools, but are costly to
build and still must be marketed
• Ads are cheap and targeted; studies suggest people pay more
attention to them than typical banner ads
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20 million visitors/month
Embedable
Shareable
Comments
Full Screen
Rapid Growth
Paid Placement
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Podcasting
Promote an event
Sell a product
Get a job
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The traditional linear video consumption patterns are starting to change. We are
already seeing the Internet changing the way that media is being watched. Short
format and user generated content is growing in views into the realm of tradition
TV. The numbers that a successful viral video garner are in the millions and the
Neilsons metrics don’t quite translate to this new model. These initial changes are
starting to push the habits, especially among the younger demographic, into new
patterns that make the next phase of evolution a more palatable experience. This
new consumption pattern moves beyond the traditional linear viewing experience
and into a non-linear viewing experience. Think of video consumption more like
the way we consume blogs or other multi-threaded mediums like forums.
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5.99"
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