Social Media It’s Viral and Highly Contagious!

1. Social MediaIt’s Viral and Highly Contagious! Lisa Harriman March 4, 2010 http://www.youtube.com/watch?v=vj29qmLnBiE

2. One Way Interruption Marketing: It just doesn’t work anymore….. • Remember when…. • Marketing meant advertising (and branding) • Advertising was all about appealing to the masses • The art of advertising was all about being able to interrupt • people, and get them to pay attention to your message • Advertising was one way communication from the company to • the consumer • Advertising was all about campaigns that had a limited life • Creativity was the most important component • It was more important for the agency to win awards than • it was for the client to win new customers • Advertising and PR were separate disciplines run by different • people with separate goals, strategies and measurement criteria Yesterday New Tools Today’s New Rules

3. Obsolete Press Releases and the Journalistic Black Hole • It use to be... • The only way to get ink was through the media • Companies communicated to journalists via press releases • Nobody saw the actual press release except a handful • of reporters and editors • Companies had to have significant news before they were • allowed to write a press release • Jargon was ok because the press all understood it • You weren’t supposed to send a release unless it included • quotes from third parties, such as customers, analysts, and experts • The only way buyers would learn about the press release’s • content was if the media wrote a story about it • The only way to measure the effectiveness of press • releases was through “clip books”, which noted each • time the media deigned to pick up a company’s release • PR and marketing were separate disciplines ran by • different people with separate goals, strategies, and • measurement techniques Yesterday New Tools Today’s New Rules

4. Talk to ME. • The New Rules…. • Marketing is more than just advertising • PR is more than just a mainstream media audience • You are what you publish • People want authenticity, not spin • People want participation, not propaganda • Instead of causing one-way interruption, marketing is about • delivering content at just the precise moment your • audience needs it • Marketers must shift their thinking from mainstream • marketing to the masses to a strategy of reaching vast • numbers of underserved audiences via the Web New Tools Yesterday Today’s New Rules

5. And that’s not all • PR is not about your boss seeing your organization on • TV, it’s about your members seeing your organization on • the Web • Marketing is not about your organization winning awards, • it’s about your organization winning new members • The internet has made public relations public again, • after years of almost exclusively focus on media • Organizations must drive people into the participation • process with great online content • Blogs, podcasts, ebooks, news releases, and other • forms of online content let organizations • communicate directly with members in a form they • appreciate • On the Web, the lines between marketing and PR • have been blurred New Tools Yesterday Today’s New Rules

6. Monitor Blogs – Reputation Management • Your organization’s reputation depends on it • Easily monitor what millions of people are saying about you, your organization and its cause • To participate in those conversations by commenting on other peoples blogs • To begin to shape those conversations by creating and writing your own blog New Tools Yesterday Today’s New Rules • Blog Search Engine: Technorati • Social Bookmarking Service: Del.icio.us • Social News Website: Digg • The GiveWell Blog: blog.givewell.net • The Frogloop Blog: www.frogloop.com And don’t be afraid to say something! Get your viewpoint out there – Start a Blog • Typepad • Blogspot • Wordpress • Blogger • LiveJournal • Twitter (micro blog)

7. Social Networking Sites “Listen to the good, respond to the bad, and respond even faster to the ugly” • Target your specific audience • Be a thought leader • Be authentic and transparent • Create lots of links • Encourage people to contact you • Participate • Make it easy to find you • Experiment • Let go of control and communicate! New Tools Yesterday Today’s New Rules • Facebook • MySpace • LinkedIn • Bebo • Orkut • hi5

8. Podcasting • A podcast is a piece of audio content tied to a • subscription component so people can receive • regular updates • Show preparation • Use podcasting software at your computer to record : CastBlaster • Mobile recording gear required for interview at events: iRiver • Phone interviews require a digital recording switch: Telos Systems • Editing your audio files (optional): Apple’s GarageBand • Noise reduction and sound compression (optional) • Tagging the Audio • Hosting and Distribution: Liberated Syndication • Promotion (links and cross plugging) • Companion blog • Example: www.financialaidpodcast.com New Tools Yesterday Today’s New Rules • Video • Viral • You Tube • Vlogging • Vidcasting • Customer Submissions

9. Build your own online community… HigherLogichosted social networking and collaboration software for non-profits and member based organizations Sociousa robust Social networking, online communities, knowledge repository and event management system specifically designed for member-based organizations. MemberFuseis a fully customizable business social networking platform for associations and non-profits Groupsite (formerly CollectiveX) social collaboration free trial, pricing based on number of members Ning online platform to build your own social network Free, interests based

10. What we didn’t talk about… • Search engine marketing • Networking sites Linkedin, Ecademy, BusinessBook • Online address books namyz, plaxo • Lenses Squidoo • eBooks mashable.com (social media guide) • Viral Messaging • RSS Feeds Feedzilla • Messaging, mail and social network management • Digsby, Meebo • Mobile mmaglobal • Collaborative communications Google wave • Personalized toolbars Stumbleupon

11. Lisa Harriman Marketing Strategist TechAscent Communications ljharriman@techascent.com 703-655-7900