An overview of social media - the history of the Web, social media tools of the day, tips and tools for publishing online.

1. Social Media 101 A presentation for members and friends ofAccess Development and theBYU Management Society Salt Lake Chapter by Pete Codella, APR October 20, 2009

2. My information Pete Codella, APR (Accredited in Public Relations)President of Codella MarketingFounder of NewsCactus Pete@CodellaMarketing.com @Codella 801.448.7383 TXT prpete to 50500 for my SMS business card by Contxts.com

3. Note taking Slides will be published at . . . News.CodellaMarketing.com

4. Defining social media It’s about conversation — being social Media because it resembles traditional published content

5. Social media is The same as: User-generated content (UGC) Consumer-generated media (CGM) New media, digital media Social interaction through technology

6. It’s mainstream

7. The conversation’s online

8. History Internet E-mail Listservs Discussion boardsand forums Mobile phones

9. Next Web blogs, known as blogs — the next generation of social media

10. Multimedia sharing Picture and video sharing sites

11. Social networking Facebook LinkedIn MySpace Plaxo

12. Blurring lines Personal vs. professional profile Privacy and brand implications Communitainment, not entertainment

13. Multiple channel communication Traditional media versus new media Media gatekeepers are less important Develop a strategy for each channel

14. Microsites Now a main Web site is augmented by many more microsites Blog Newsroom YouTube Facebook Twitter Flickr

15. Web Site Blog Newsroom SocialMedia InternetMarketing Web strategy

16. Distributed content MainSite

17. Online strategy What are your goals and objectives? Use tools to help accomplish goals

18. The age of enlightenment

19. A revolutionary shift Say hello to the Internet Press Utilize social media toself-publish It’s about engagement,a multi-way conversation

20. 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

21. Social media tools RSS (really simple syndication) Blogging and microblogging Online newsroom Social (virtual) networking Multimedia sharing Wikis

22. Who’s your daddy? Your main Web site is no longer your home page Google Search is

23. The Google Golden Triangle

24. Eye tracking

25. Search lottery 10 chances to place in Google’s top 10 search results Get as many tickets to the search lottery as possible

26. Content is king Copywriting for the Web Think like the person doing the search Have a strategy for incorporating keywords Use behind-the-scenes keywords and descriptions

27. Who’s driving? We, the people Think TiVo Empowered consumers 90% don’t watch commercials It’s my time, not prime time

28. Syndicate like Oprah Use Really Simple Syndication (RSS) to distribute your content Publish niche RSS feeds Newsroom Blog(s) Industry news

29. Internet TV Hulu has grown from 63 million total streams in April 2008 to 373 million in April 2009

30. Old approach : push Advertising Direct mail Mass distribution — fax, e-mail

31. New approach : pull Really Simple Syndication (RSS) Blogging and microblogging Discussion boards, forums, social networks

32. Why social media? Listen Connect Educate Reassure Interact It’s about engagement

33. Peer networks are trusted 78% of consumers trust peer recommendations Only 14% trust advertisements

34. Virtual drives analog 1 out of 8 couples married in the U.S. in 2008 met via social media

35. Changing demographics By 2010 Generation Y will outnumber Baby Boomers 96% of them have joined a social network

36. 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 billionin 9 months

37. Blogging for business Be a thought leader Engage with key constituents Provide commentary, news and information An unpolished, straightforward and honest approach

38. Blog features A strategy for incorporating keywords RSS Social media sharing Links to other online properties

39. Online newsroom features A microsite that features your press releases A strategy for incorporating keywords RSS Social media sharing Links to other online properties

40. Press release distribution Send directly to journalists Publish online on your own Use a news wire service

41. Blogs vs. newsrooms Both have search benefits – keywords and frequency Comment management New or existing content

42. Social media foundation

43. Social networking LinkedIn Facebook MySpace Plaxo Squidoo Second Life

44. CodellaMarketing.com Redirectnow.com Social networking

45. 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.

47. Country of Facebook If Facebook were a country it would be the world’s fourth largest, between the United States and Indonesia

48. Facebook fan pages

49. 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

50. Multimedia sharing

51. Presentation sharing

52. 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

53. Twitter’s following Ashton Kutcher and Ellen Degeneres have more Twitter followers than the entire populations of Ireland, Norway and Panama

54. 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

55. Hashtags #smcslc is the hashtag for the Social Media Club of Salt Lake City Search for keywords and hashtags

56. Twitter tools

57. Podcasting Any online broadcast of audio or video Relatively limited competition Power in multimedia

58. Tagging and bookmarking Delicious Digg StumbleUpon

59. Third-party sites Fast Company Squidoo SlideShare

60. Know what’s being said Google alerts RSS feeds for searches on blogs and social media sites Subscribe to a monitoring service

61. Organizing feeds

62. Crisis situations Social media fuels the fire – informs the masses, unifies opposition – happens fast

63. Domino’s Pizza

64. Motrin moms

65. Iran’s student revolution

66. The Guardian’s gag order

67. How to succeed Act less like traditional advertisers and more like party planners, aggregators and content providers

68. 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

69. 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

70. Steer, guide, participate

71. 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

72. 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 Internetreputation risk managementplan

73. Questions Questions, comments anddiscussion

74. Three requests Provide written feedback Check out the NewsCactus online newsroom software Support the Social Media Club of Salt Lake Citysmcslc.org

75. My information Pete Codella, APR (Accredited in Public Relations)President of Codella MarketingFounder of NewsCactus Pete@CodellaMarketing.com @Codella 801.448.7383 TXT prpete to 50500 for my SMS business card by Contxts.com