Social Media 101
A presentation for members and friends of
Access Development and the
BYU Management Society Salt Lake Chapter
by Pete Codella, APR
October 20, 2009
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My information
Pete Codella, APR (Accredited in Public Relations)
President of Codella Marketing
Founder of NewsCactus
Pete@CodellaMarketing.com
@Codella
801.448.7383
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TXT prpete to 50500
for my SMS business card
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Note taking
Slides will be published at . . .
News.CodellaMarketing.com
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Defining social media
• It’s about conversation — being social
• Media because it resembles traditional
published content
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Social media is
• The same as:
– User-generated content (UGC)
– Consumer-generated media (CGM)
– New media, digital media
• Social interaction through technology
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It’s mainstream
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The conversation’s online
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History
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Internet
E-mail
Listservs
Discussion boards
and forums
• Mobile phones
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Next
Web blogs, known as blogs — the next
generation of social media
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Multimedia sharing
• Picture and video sharing sites
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Social networking
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Facebook
LinkedIn
MySpace
Plaxo
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Blurring lines
• Personal vs. professional profile
• Privacy and brand implications
• Communitainment, not entertainment
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Multiple channel communication
• Traditional media versus new media
• Media gatekeepers are less important
• Develop a strategy for each channel
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Microsites
• Now a main Web site is
augmented by many more
microsites
– Blog
– Newsroom
– YouTube
– Facebook
– Twitter
– Flickr
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Web strategy
Blog
Web Site
Internet
Marketing
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Newsroom
Social
Media
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Distributed content
Main
Site
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Online strategy
• What are your goals and objectives?
• Use tools to help accomplish goals
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The age of enlightenment
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A revolutionary shift
• Say hello to the Internet
Press
• Utilize social media to
self-publish
• It’s about engagement,
a multi-way conversation
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The golden child
• Social media has proven to be most effective
at search placement
• Search placement lingo:
– search engine optimization
– search engine marketing
– inbound marketing
– social media optimization
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Social media tools
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RSS (really simple syndication)
Blogging and microblogging
Online newsroom
Social (virtual) networking
Multimedia sharing
Wikis
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Who’s your daddy?
• Your main Web site is no
longer your home page
• Google Search is
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The Google
Golden Triangle
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Eye tracking
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Search lottery
• 10 chances to place in Google’s top 10 search
results
• Get as many tickets to the search lottery as
possible
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Content is king
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Copywriting for the Web
Think like the person doing the search
Have a strategy for incorporating keywords
Use behind-the-scenes keywords and
descriptions
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Who’s driving?
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We, the people
Think TiVo
Empowered consumers
90% don’t watch commercials
It’s my time, not prime time
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Syndicate like Oprah
• Use Really Simple Syndication (RSS) to
distribute your content
• Publish niche RSS feeds
– Newsroom
– Blog(s)
– Industry news
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Internet TV
• Hulu has grown from 63 million total streams
in April 2008 to 373 million in April 2009
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Old approach : push
• Advertising
• Direct mail
• Mass distribution — fax, e-mail
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New approach : pull
• Really Simple Syndication (RSS)
• Blogging and microblogging
• Discussion boards, forums, social networks
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Why social media?
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Listen
Connect
Educate
Reassure
Interact
It’s about engagement
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Peer networks are trusted
• 78% of consumers trust peer
recommendations
• Only 14% trust advertisements
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Virtual drives analog
• 1 out of 8 couples married in the U.S. in 2008
met via social media
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Changing demographics
• By 2010 Generation Y will outnumber Baby
Boomers
• 96% of them have joined a social network
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Media users
• Years to reach 50 million users:
– Radio = 38 years
– TV = 13 years
– Internet = 4 years
– iPod = 3 years
• Facebook added 100 million users in less than
9 months
• iPhone applications hit 1 billion
in 9 months
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Blogging for business
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Be a thought leader
Engage with key constituents
Provide commentary, news and information
An unpolished, straightforward and honest
approach
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Blog features
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A strategy for incorporating keywords
RSS
Social media sharing
Links to other online properties
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Online newsroom features
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A microsite that features your press releases
A strategy for incorporating keywords
RSS
Social media sharing
Links to other online properties
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Press release distribution
• Send directly to journalists
• Publish online on your own
• Use a news wire service
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Blogs vs. newsrooms
• Both have search benefits – keywords and
frequency
• Comment management
• New or existing content
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Social media foundation
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Social networking
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LinkedIn
Facebook
MySpace
Plaxo
Squidoo
Second Life
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Social networking
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Redirectnow.com
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The power of Facebook
• Some Web users’ home page
– email, instant messaging, photo and video sharing
• 4:39 per user per month (June 2009)
– adoption increasing at more than 700% from
previous year
• #1 social network in the U.S.
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The power of Facebook
• More than 1.5 million pieces of content —
Web links, news stories, blog posts, notes,
photos, etc. — are shared on Facebook daily
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Facebook’s newest demographic
• The fastest growing segment on Facebook is
55 to 65 year-old females
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Country of Facebook
• If Facebook were a country it would be the
world’s fourth largest, between the United
States and Indonesia
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Facebook fan pages
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YouTube for search
• The Internet’s #1 search engine for children
• #2 search engine worldwide
• Search for your keywords then build a
campaign to utilize those searches
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Multimedia sharing
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Presentation sharing
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What’s with Twitter?
• 1,382% growth year-over-year as of Feb. 2009
• More than 7 million unique visitors in Feb.
2009
• 55% of users haven’t tweeted
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Twitter’s following
• Ashton Kutcher and Ellen Degeneres have
more Twitter followers than the entire
populations of Ireland, Norway and Panama
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Inbound marketing
• Twitter usually drives 25% of traffic to my Web
site and blog each month
• Use short URL services that provide statistics
– Bit.ly
– Snurl.com
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Hashtags
• #smcslc is the hashtag for the Social Media
Club of Salt Lake City
• Search for keywords and hashtags
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Twitter tools
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Podcasting
• Any online broadcast of audio or video
• Relatively limited competition
• Power in multimedia
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Tagging and bookmarking
• Delicious
• Digg
• StumbleUpon
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Third-party sites
• Fast Company
• Squidoo
• SlideShare
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Know what’s being said
• Google alerts
• RSS feeds for searches on blogs and social
media sites
• Subscribe to a monitoring service
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Organizing feeds
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Crisis situations
• Social media fuels the fire – informs the
masses, unifies opposition – happens fast
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Domino’s Pizza
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Motrin moms
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Iran’s student revolution
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The Guardian’s gag order
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How to succeed
• Act less like traditional advertisers and more
like party planners, aggregators and content
providers
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Reputation management
• Social media exposes you to significant risks,
including damage to a company’s reputation
• You should have an Internet reputation risk
management plan
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Influence not control
• You can influence and counteract how your
organization is portrayed in social media
• Participate on the same platforms
• Honestly represent your best interests
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Steer, guide, participate
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Social media engagement
• Elements of a good policy
– Focus on people and behavior, not tools
– Encourage professional behavior
– Don’t say bad things about the company or its
competition
– Don’t engage in sexual harassment
– Don’t share trade secrets or insider information
– Don’t use curse words
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Key takeaways
• New technology has forever changed the way
we communicate
• Utilize social media tools to secure top search
placement
• Embrace your inner publisher
• Create and use an Internet
reputation risk management
plan
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Questions
Questions, comments and
discussion
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Three requests
• Provide written feedback
• Check out the NewsCactus online newsroom
software
• Support the Social Media Club of Salt Lake City
smcslc.org
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My information
Pete Codella, APR (Accredited in Public Relations)
President of Codella Marketing
Founder of NewsCactus
Pete@CodellaMarketing.com
@Codella
801.448.7383
CodellaMarketing.com
TXT prpete to 50500
for my SMS business card
by Contxts.com
PeteCodella.com