A SOCIAL MEDIA GUIDE FROM THE EDGE ppt

...  Social Media Releasev1.0 Social Media Releasev1.5www.pr‐squared.com22www.pr‐squared.com23SoIrecommendyouputout a well‐written“traditional”releaseover the wires,with a built‐inlinkto the social media version”at the company’sonlinenewsroom.Thusyoucanbypass the wireservices’outsizedSMRfeeswithoutgivingupontheirdistributionplatform.Todothis,however,youfirstneedtocreate a Social Media Newsroom,using a bloggingengine. The social media versionof a pressrelease,postedto a social media newsroom,canallowforeverything from rippablemultimedia(video,audio,graphics,etc.)tomoderatedcomments.Additionally,witheachnewsitempostedas a blogentry,youcanaggregateallconversationalelementsaboutthatnewsinonespot,viatrackbacksandother social media trackingtools.Thisapproachoffers the addedbenefitsofbeing a lotlessexpensive;maintainingfullcontrolofbrandidentity;andturnsyournewsroom’s“version”of the releaseinto the trulyofficialversion.Withsomuchpotentialactivityhappeningaroundeachrelease,it’smorelikelythatanyonewhowritesaboutyournewsonlinewilllinkdirectlyto the newsroom,versuslinkingto the heretofore“official”releasethatcomes from the professionalnewswires.ThisboostsSEO.(Infact,youmightalsoconsideranAdWordscampaigntodriveadditionalwebtrafficdirectlytoyourmostimportantnewsreleases.)Socializednews,socializedcontent.It’sjustsomuchmorefriendly!Needexamples?Hereare Social Media Newsrooms from GeneralMotorsEurope,Cisco,Ford,Electrolux(andSHIFT)!www.pr‐squared.com24Edgework. The scarystuff.WhatdoImeanby“edgework?”“Edgework”is a fancynamefordirectinteractionwithend‐users.Thisisrisky.Proceedatyourownrisk.Yourmileagemayvary.“Traditional”PR/marketingprostendtodealwith a narrowbandofprofessionalinfluencers(i.e., the mainstream media and the better‐knownbloggers)‐withwhomthereareunstatedbutwell‐known“rulesofengagement.”Operatinginthis media filteredworldislikeworkingat a zoo.Follow the rulesandyou’llbeokay;butpoke the bearandyoucouldloseanarm.But“edgework,”directcontactwith the people,”carriesall the risksyou’dexpect.You’rein the junglewhere the WildThingsAre.Inthisrealmyoutreadlightlyandleaveyourbigstickathome.Thisisaboutsubtlety.For the purposesofthise‐book,we’lltalkabout the ... If the newsrelayedin a newsreleaseissuperimportant,maybeconsiderusingNewsAdstodriverelevanttraffic? A littleSearchEngineMarketingneverhurts.Yourcontentmaybelively,butit’snotalive.Helpitalong.Evangelize.Unlessyourcompany/clientalreadypossesses a baseofrabid,highly‐networkedandvociferousfans,thensimplypublishing a pressreleasetoyourwebsiteand/orvia the newswiresisjustnotenoughtogetanyattention.Yourfabulouscontentwillliefallow. A corporateRSSfeedwithpaltrysubscribernumbersain’tgonnabring the fame.Whatabout Social Media Releases?Idon’tsupposeIcouldwriteane‐bookabout Social Media Marketingwithoutmentioningmy“baby,” the Social Media Release(SMR).Whatis a Social Media Release,inessence? A Social Media Releaseconverts the 100‐yearoldtext‐heavypressreleaseinto a blogpost,withallof the coolfunctionsof a blog–includingmultimedia, the abilitytocommentandaggregateinboundlinks,etc.SMRscanpower a directconversationwithstakeholdersaboutyournews,andgivethem the contentelementstocarryyourmessageforwardontheirown.Cool,right?Buthere’s a radicalsuggestion:don’tputany Social Media Releasesoutover the newswires.WhileIsincerelyapplaudhowfar the wireservices(BusinessWire,Marketwire,PRNewswire,etal.)haveprogressedinall‐things‐ social, Iamunconvincedthat“distribution”is the BigIssuefor Social Media Releaseadoption. The powerof the Social Media Releaseisnotaboutdistribution,it’saboutempowermentandconversation. ... www.pr‐squared.com1Hi.IthinkIknowwhyyou’rehere.Letmeguess?You’re a long‐timemarketer,andyouareherebecauseyou’veheard a lotofrumorsabout“that Social Media stuff”andwonderifit’stimetoexploreitforyourcompany?Or,you’realreadywayoutinfrontof the Social Media wave.Youarehopingthatthise‐bookeitherhassomethingnewinitforyou,orisatleastgoodenoughtoforwardalongtoyourcuriouscorporatecolleagues?Maybewith a personalnotealong the linesof,“Checkthisout…weshouldtalkaboutsomeof the possibilities?”Yes,TraditionalMarketer,youshouldprobablybeexploring Social Media foryourcompany.Andyes, Social Media Smarty‐pants,theremaybesomechoicenuggetsinhereforyou,andyoucandefinitelyforwardalongthise‐book.I’lltrynottoletyoudown.Mygoalistotouchonsomeof the fundamentalconceptsrelatedto Social Media, butin a tacticalwaythatwillhelpyougetyourhandsdirtyrightaway.Allinunder40pages.(Youprobablyjustskimallthose Social Media Marketingbooksanyway,right?Sowe’lljusthit the highlights.)Beforewegetstarted:whoamI?MynameisToddDefren.Iam a bloggerand a principalat a PRagency,SHIFTCommunications.I’mcreditedwith“inventing” the Social Media NewsReleaseand the Social Media Newsroom.AndSHIFTis a 100‐personagencythatworkswithtechclientslikeQuantumandwithconsumerbrandssuchasCanadianClubWhiskyandVirginMobile.AllofourclientsengageSHIFTfor a hybridofPublicRelationsand Social Media Marketingdesignedtoengage the media, theircustomersandprospects.Theytrustus.Youprobablycan,too.Ready?Let’sgo.www.pr‐squared.com29Now,whatshould“AmazonMP3”tweetabout?Becauseonce“AmazonMP3”hasstarted“following” a fewdozen(orfewhundred!)twitterers,wecanassumethat a decenthandfulwillreciprocateandstart“following” the Amazonemployee’stweets. A communitywillform. A community“founded”byAmazon’srep,sure,yetalso a communityofpeoplewithsimilarpassionswhomightalsostarttohelpeachotherout(e.g.,withmusicdiscovery).Here’swhat@AmazonMP3shouldNOTtweetabout(atleast,nottoomuch): the AmazonMP3service.Rather, the Amazonrepcoulduse the “@AmazonMP3”accounttomicroblogaboutmusic.IfthisbecomesanAmazoncommercialinexecution,it’s a campaignthatdeservesexecution–asin“death.”WillMP3salessoaratAmazon.com?Notclear.ButwillmoreandmorepeoplebegintothinkofAmazon.comasanauthenticcommunitymember,worthyoftheirsupport,andsales?Nodoubt.ThereisonemoreWeb2.0serviceworthyourconsiderationifyouarejazzedbythis“edgework”concept...

... to the handout “Internal and External Factors that Determine BehaviorChange,” which can be found at the end of Section 1.AcknowledgementsThis Social Marketing Resource Guide was a collaborative ... York (Lead State): John Cahill, Tina Gerardi, Tamara Hubinsky, Sylvia Pirani,Amanda ShephardIllinois: Patti KimmelMinnesota: Deb Burns,Tricia Todd, Danie WatsonNorth Carolina: Leah Devlin, ... marketing. Social marketing is consistent with what Turning Point is doing:collaboration between the program office and state andcommunity partners. from the Social MarketingNational Excellence CollaborativeFirst...

... A Nurse’s Guide to the Use of Social Media A nurse must understand and apply these guidelines for the use of social media. A Nurse’s Guide to the Use of Social Media T he use of social ... the health care organization, or subject the organization to a lawsuit or regulatory consequences. 10 11 Social Media s Impact on Patient Safety and CareAnother concern arising from social ... without a care-related need for the disclosure. The ease of posting and the commonplace nature of sharing information via social media may appear to blur the line between one’s personal and professional...

... spontaneously. The study wascleared by the ethics committee of the Institute.Informed consent was taken for each subject.Statistical AnalysisQuantitative and qualitative data are expressed asmedian ... whole.ACKNOWLEDGEMENT The authors wish to thank Dr A. N. Aggarwal (Associate Professor,Department of Pulmonary Medicine, PGIMER, Chandigarh) forhis help in the biostatistical analysis of the data.Pulmonary ... on manifestations of pulmonary tuberculosis (PTB) among elderlypatients in India. The aim of the present study was to compare the clinical, radiological and laboratory manifestations ofPTB among...

... U.S. audiences . It also captures the name and time of the show, the names of characters and actors, and closed- captioning text of the show’s dialogue. It tracks advertisements as well. Machines ... CHAPTER FOR E-BOOKS Can Nokia Be Saved? The Data Surveillance StateCLOUDCOMPUTINGDecoding Social Media Stuck With Oil Sands Q& ;A: Google+ CreatorDiscovering the ... public social- media comments daily for keywords associated with the video signals it has processed. The system seeks relevant comments that appear in the three hours before or after a show...

... content; suitable assessment and certification strategies; and valid pedagogical concepts and methods for learning with social media. Safety and privacy concerns: Social media raise important issues ... contributing to equity and inclusion; and by improving the quality and availability of their learning material. Social media furthermore encourage more active and pro-active approaches to learning; open ... and suggest the next steps for the European educational landscape. Evidence shows that social media are already affecting the ways in which people find, create, share and learn knowledge, through...

... workshops, and peer outreach. Outcome evaluation showed that both the campaign as a whole and the workshops as a stand-alone interventionachieved the behavioral goals of the campaign.Reference: ... described above distin-guish social marketing from other approaches.Key Social Marketing TermsAudience segmentation A distinguishing feature of the social marketing approach, audience segmentationis ... this guide apply all of the social marketingfactors with equal strength, each of the cases selected here illustrates particularfactors with unusual clarity. In addition to the core social marketing...

... on the indi-vidual and their particular take on the world around them. This is the first time that we have each had our own capac-ity to broadcast our ideas on a global scale in this way and ... and the easy access to ideas that it enabled, fuelled the Reformation in Europe and this was driven by the desire to be able to read the Bible in languages other than the official Latin. The ... politician or someone in a corporate setting to really be authentic. But I am hopeful. There are enough examples already where people have managed to tread that line. Managed to be real, to have a...

... corresponding to the mature peptide of MeMIH-Bwas amplified by PCR using T7 promoter-linked primers(forward, 5¢-TAATACGACTCACTATAGGTACTATGTATCGCATGCCAAT-3¢; reverse, 5¢-TAATACGACTCACTATAGGTACTTTAAAGTCCCGGGTTGA-3¢). ... lower panel is the northernblot analysis of MeMIH-B expression in the eyestalk (Es) and tho-racic ganglia during the gonad maturation cycle. Each lane repre-sents an RNA sample from the eyestalk ... rMIH-B at the arthropodialmembrane of the periopod and returned to the culturetanks. At 24, 48 and 72 h after injection, the hepatopan-creas and ovary of the shrimp were dissected for totalRNA...

... genesequence level in the ciliate Tetrahymena pyriformis [19,20],in the diplomonadide Giardia lamblia and the parabasilideTrichomonas vaginalis [21]. From these analyses the genesencoding CCT ... described in the Materials and methods section and analysed by SDS/PAGE. [35S]b-T1 has an apparent molecular mass indistin-guishable from that of native b-tubulin from brain orrecombinant human b5 ... codon that was mutated to TGG fortryptophan, as this amino acid is conserved at position 21 inmost tubulins from protozoa to mammals. Then, the pUC18 containing the mutated b-T1 was used as a templatein...