1. Social Networking Strategies for Business#wim10 Sarah EvansSevans Strategies@PRsarahevanssarah@sevansstrategy.com

2. Social networks Twitter Facebook Linkedin Ustream YouTube Flickr

3. If you have a great product, engaged staff and a strong strategy, social media is another resource: Marketing + Communications + Advertising+ Social Networks =______________ Outreach and PR

4. A quick case study…

5. February 10, 2010 @ 4:00 a.m. Earthquake

6. Twitter(4:01 a.m.)

7. Searched(4:02 a.m.)

8. Responded(4:07 a.m.)

9. Informed(4:15 a.m.)

10. Direct messaged (DM)(4:25 a.m.)

11. CNN iReport(5:00 a.m.)

12. Cell phone rings(5:04 a.m.)

13. Jen Preston (@nyt_jenpreston) social media editor, New York Times

14. Directs people to MY feed(5:10 a.m.)

15. Article goes live(5:15 a.m.)

16. Front page, NYTimes.com

17. Cell phone rings AGAIN(6:15 a.m.)

18. Katie Hawkins-Gear, associate producer, CNN iReport

19. Directs people to MY iReport(6:30 a.m.)

20. Updated report with quote(6:40 a.m.)

21. Front page, CNN.com(6:40-ish a.m.)

22. Resulted in:(as of 3:42 p.m. February 10)

23. Ultimate result?5 new business inquires in 4 hours.

24. This was my goal in action. I want to be viewed as a trusted resource…especially in terms of ways to use online networks and social media to communicate.

25. DISCLAIMER: These results are not typical. Unless, of course, you’re the guy who took the “Miracle on the Hudson” Twitpic.

26. What do you want to accomplish? Build business Establish yourself as an expert Connect with peers Listen to what people are saying Spy on a competitor Meet bloggers and journalists Other

27. “Getting started” Identify what networks you want to join (stick with 1 or 2) Know what you want to accomplish Public relations Fundraising Develop a strategy Emergence Sustainable Exit Ask: Do I need a social media policy? 70% of companies don't have a social media policy (source)

28. If you only had an hour…*A recommendation, may change for your business. Monitor Manage Read, respond and share Publicize Routine/habits Measure

29. MONITOR (your brand)

30. How do you monitor? <for free> Set up Google Alerts Think about every term you need to monitor as part of your communications and public relations efforts. This may include: You The company name Company CEO and/or executive team Company spokespeople Competitors Highly visible employees Key stakeholders/shareholders/investors Google Alerts may not pick up every mention of your keywords. Use Nielsen’s BlogPulse - http://blogpulse.com

31. Create a digital dashboard Addict-o-matic. It pulls in online mentions across platforms like Twitter, YouTube, Bing, FriendFeed, etc.http://addictomatic.com How do you monitor?

32. How do you monitor? Track social networks Set up Tweetdeck to manage syndication, schedule tweets and gather Twitter analytics.http://tweetdeck.com Set up Twitalyzer. It’s the most sophisticated Twitter analytics tool available.http://twitalyzer.com

33. Tweetdeck: Desktop and App

34. How do you monitor? Gather information and benchmark data about your blog or Web site Set up Google Analytics to review web stats (weekly) Check Quarkbase to get a snap shot of your blog (monthly) - http://quarkbase.com

35. Yes, that will take LONGER than an hour.

36. MANAGE CONTENT, SIMPLIFY

37. Create a tactic grid

38. Aggregate Media Why? It gives you material to read, comment, share, pitch Traditional media Online influencers Bloggers

39. PUBLICIZE

40. How do you garner additional media? <for free> Sign up for Help a Reporter Out (@helpareporter) http://helpareporter.com Add the following to your press release strategy: Social media release via @Pitchenginehttp://pitchengine.com Chicago Tribune Local CNN iReport (when applicable)

41. Develop a habit

42. Example: Twitter Review follower list and identify people to follow back (one time, daily) Review lists you’ve been added to, decide whether or not to follow (one time, daily) Respond to those you mentioned or replied to you (two to three times, daily) Check and respond to direct messages (DM) (two times, daily) Read “home” stream and identify people to retweet (RT) and/or respond (two times daily) Identify new people to follow (two to three times weekly)

43. Example: Facebook Review friend requests (one time, daily) Review invitations for events, fan pages and applications you’ve received (one time, daily) Respond to posts, mentions or to those who write on your wall (two to three times, daily) Check private messages and respond when appropriate (one time, daily) Read “news” page and identify posts to “like” or comment on (two to four times, daily) Identify new people to friendor to suggest your fan page/group/event(two to three times, weekly)

44. Measure

45. “The problem with trying to determine ROI for social media is you are trying to put numeric quantities around human interactions and conversations, which are not quantifiable.” – Jason Falls (@jasonfalls)

46. NEW metrics.

48. Number of people subscribed to RSS

49. Online sentiment

50. Track backs or linked conversations

51. Comments, retweets, etc

52. Increase in anything

54. Questions? Sarah EvansSevans Strategies@PRsarahevanssarah@sevansstrategy.com