1. What's Next in Innovation:
Social Media in 2010 and Beyond
#travelPRSA
Elevate,
Integrate,
Innovate:
Reach
Your
Peak
in
Travel
and
Tourism
Communica<ons

2. It is busy online.

3. 1 in every 3 online Americans is a conversationalist,
someone who updates their status on a social
networking site such as Facebook or posts updates on
Twitter at least once weekly.!
- Forrester Research !
Tweetable moment:
1 in 3 online Americans updates their online status at least once weekly. Forrester

4. 31 MILLION U.S. Internet
users will write blogs in
2010, more than 104
MILLION will read them.
- eMarketer, April 2010
Tweetable moment:
31M in the U.S. will write blogs in 2010. eMarketer

5. Think:
• Portable = “I can take it with me.”
• Personalized = “I can customize.”
• Participatory = “I can join in.”
Credit: Pew Internet Research, “U.S. Relationship with News”

6. February 10, 2010 @ 4:00 a.m.

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

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

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

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

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

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

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

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

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

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

17. Front page, NYTimes.com

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

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

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

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

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

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

24. Ultimate result?
5 new (and viable)
business inquires
in 4 hours.

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

26. So, what’s your goal?

27. What’s next? It’s not about the
“next” Twitter or “Foursquare.”
It is about bringing structure,
focus and strategy to the idea
of social.

28. 1. Know what you want to accomplish.
(This is your goal, your strategy!)
•
•
•
•
•
•
•
•
•

29. 2. Identify the businesses’ social media structure
• Often seen in large multi
national companies (e.g. HP ,
IBM)
• Business units are given
individual freedom to deploy
as they see fit, yet a common
experience is shared amongst
all units
• Requires constant
communication from all
teams to be coordinated
• Requires considerable cultural
and executive buy in, as well
as dedicated staff.
This
is
the
brainchild
of
Jeremiah
Owyang
(@jowyang).
He
shares
five
models
at
www.web-­‐strategist.com.

30. 3. Integrate into an existing business plan
(e.g. marketing and communications)
• It doesn’t have to be a turf war.
• This is ANOTHER part of your outreach.
• Add metrics (even if this is a benchmark year)
– High level metrics:
• Goal: Foster dialogue; Measure: Share of voice, Audience
Engagement
• Goal: Promote advocacy; Measure: Active advocates,
Advocate influence, etc
– Mid-level metrics:
• # of clicks
• Retweets, “Likes”
• Comments
• Online sentiment

31. 4. Establish social media policy
(Or integrate with existing communications policy.)
• Identify who can say what, when
and where
• Know when you will/will not respond
• Crisis communications
• Sustainability
• Exit strategy
• Do employees need training?
• Examples of appropriate social media use
versus abusing time online

32. 5. Examine your workflow, change as necessary.
• It’s not about working more, but
working better
• Creates a process, a system…a habit!
• Eliminates confusion
• Break down tasks
– Listen
– Respond
– Delegate

33. 6. It might not be a fit for you if...
• Your staff totals one and you are currently
responsible for all communications
• In a highly regulated profession with legal
implications
• Don’t feel comfortable or can’t get buy-in
from executives
• Not sure if your consumers are on social
media or want to be interacted with via
social media

34. What’s next?
Creating tactics not around
the tools, but those which
are flexible (i.e. not platform
dependant) and able
to evolve.

35. Find an opportunity to
showcase what you do best.

36. Hijack a conversation and
offer an opportunity for
others to share

37. Meet a need in an
innovate way

39. ASK them what they want!

40. GIVE them what they want!

41. Don’t underestimate mainstream
or traditional media

42. Generate A LOT of
quality content

43. Do it for a good cause

45. Give freely, give often

46. Share, acknowledge, give
•
•
•
•

47. Questions?
Sarah Evans, Sevans Strategy
sarah@sevansstrategy.com
http://www.sevansstrategy.com

48. Tools and Resources
• Oneforty – A list of all third-party applications ( • Bit.ly – URL shortener (http://bit.ly)
http://oneforty.com) • J.mp – A shorter version of bit.ly (they are one and the same…
• Tweetdeck – Third-party application to manage Twitter simply a shorter version of its predecessor) (http://j.mp)
accounts (http://tweetdeck.com) • Google Reader – RSS aggregator (http://google.com/reader)
• Search.Twitter.com – Twitter search (http://search.twitter.com) • Google Alerts – Aggregates online mentions (
• Twellow – Identify people to follow based off of details in their http://google.com/alerts)
Twitter bio (http://twellow.com) • Addict-o-matic – Digital dashboard (http://addictomatic.com)
• WeFollow – Identify people to follow based off of how they • Blog Pulse – Supplement to Google Alerts to find mentions in
classify themselves (http://wefollow.com) blog posts (http://blogpulse.com)
• Tweetphoto – Photo sharing service (http://tweetphoto.com) • Quarkbase – Overview of monthly web visits and other analytics
• WTHashtag – Top resource for tracking hashtag mentions (http://quarkbase.com)
(http://wthashtag.com) • Board Tracker – Find brand mentions on online forums and
• Twitalyzer – Most sophisticated Twitter analytics tool ( discussion boards (http://boardtracker.com)
http://twitalyzer.com) • Pitchengine – Social media release platform (
• Listorious – Aggregator of Twitter lists (http://listorious.com) http://pitchengine.com)
• Flowtown – Import current email addresses, locate social • HelpAReporter – Free media opportunity network (
networks (http://flowtown.com) http://helpareporter.com)
• Flavors.me – Aggregate online profiles in one place ( • SocialMention – Analytics and sentiment (
http://flavors.me) http://socialmention.com)
• Help a Reporter Out – Media opportunities ( • Twellohood – Find people tweeting by location (
http://helpareporter.com) http://twellowhood.com)
• Pitchengine – Social media release and newsroom ( • Mail Chimp – Email campaign platform (http://mailchimp.com)
http://pitchengine.com)
• Knowem – Find where your name is available and secure it
(http://knowem.com)
• Alexa – Find details about your Web site and audience (
http://alexa.com)