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Bypassing the Traditional Press with Social Media on the Web

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    Slide 1:Bypassing the Traditional Press with Social Media on the Web

    October 18, 2008 Chicago, IL Feel Free to Contact Me Anytime josh@thehatchergroup.com 301.656.0348

    Slide 2:What We Will Cover

    Why Bypass? The Social Media Landscape Getting Your Message Onto Blogs How to Leverage Your Assets in the Blogosphere Media By Way Of Social Media http://thehatchergroup.com

    Slide 3:Why Bypass the Media?

    If it Bleeds it Leads Corporate Influence Focus on Electoral Politics State Press Tends to Follow the National Example

    Slide 4:21st Century Options

    It used to be certain elites would have a monopoly on discussing those issues, whether it's politics, culture, music, art, etc. What's happening is technology is allowing people all over the country (and the world) to discuss the things they care about. Once they start talking about those things, a lot of times, they will act on those issues. Markos Moulitsas, Dailykos.com http://thehatchergroup.com

    Slide 5:Diversity of News

    http://thehatchergroup.com

    Slide 6:Social Media

    Social media describes the online technologies and practices that people use to share opinions, insights, experiences, and perspectives with each other. Wisdom of the Crowds Little to no editorial control The lack of editors provides advocacy organizations an opportunity to access citizens directly. http://thehatchergroup.com

    Slide 7:Social Media Reaches People

    http://thehatchergroup.com

    Slide 8:Pew Data on Social Media

    10% of Americans have used social networking sites to engage in political activity. 66% of internet users under the age of 30 have a social networking profile, and half of young profile owners use social networking sites to get or share information about the candidates and the campaign. 35% of Americans have watched online videos related to the 2008 Presidential campaign. http://thehatchergroup.com

    Slide 9:Bonus Value of Social Media

    Over 75% of reporters see blogs as helpful in giving them story ideas, story angles and insight into the tone of an issue. 70% of reporters check a blog list on a regular basis. 21% of reporters spend over an hour per day reading blogs. 57% of reporters read blogs at least two to three times a week. http://thehatchergroup.com

    Slide 10:Digg.com

    http://digg.com 3,000-70,000 visitors Great for Search Engines Generally takes between 100-200 votes to go popular, or reach the front page, on Digg. Can be as few as 50 or as many as 1,700. http://thehatchergroup.com

    Slide 11:The Digg Algorithm

    Diversity (where they come from, how much their diggs overlap) Timing (how quickly the Diggs come in) Comments Very contentious, always changing http://thehatchergroup.com

    Slide 12:Other Useful Social News Sites

    Reddit.com Longer Headlines No Descriptions Subreddits Environment, Energy, Green Buzzflash All Liberal/Progressive Less Traffic Easier to Succeed http://thehatchergroup.com

    Slide 13:Other Social News Sites

    Current.com Very Enviro Friendly (Gore) Top Stories Shown on Satellite TV Stumbleupon.com Up to 25,000 Visitors/Day Growing Fast (Ebay) Channel Surfing the Web Requires Toolbar Download Thumbs up / Thumbs Down Yahoo Buzz Just Launched Can Send Major Traffic Difficult to get Traction Still Worth a Shot http://thehatchergroup.com

    Slide 14:Success with Social News

    Know the Community Writing Good Headlines Statistics Quotes Think Newspaper Headlines Use Good Keywords Prompt Curiosity Click-thru Rates Actively Participate Voting Making Friends Submissions Comments http://thehatchergroup.com

    Slide 15:Getting Your Message Into the Blogosphere

    A blog, or weblog, is a regularly updated journal published on the web. Some blogs are intended for a small audience; others vie for readership with national newspapers. http://thehatchergroup.com

    Slide 16:Why do Blogs Matter?

    An Open Conversation Basic Stats Readership http://thehatchergroup.com

    Slide 17:What do Bloggers Want?

    They want timely and compelling content. They want things to write about that will interest and challenge their readers. They want to sell advertisements. They want recognition, links and traffic. http://thehatchergroup.com

    Slide 18:Do These Things

    Provide everything theyll need to blog about your issue. Realize that successful collaboration with bloggers is a mutually beneficial two way street. Send information that is timely, relevant and interesting. Make efforts to become part of the dialogue, by commenting on their blog in a way that adds value to the conversation. Treat them as individuals. Link to them, especially when they link to you. http://thehatchergroup.com

    Slide 19:Dont Do These Things

    Dont send press releases. Dont expect to get something for nothing. Dont send them information on a topic that they dont write about. Dont leave comments that are unrelated to the post you are commenting on. Dont send blast emails to hundreds of bloggers at once. Dont explicitly ask to be linked to. http://thehatchergroup.com

    Slide 20:Leveraging Your Assets

    Institutional Credibility Grasstops Relationships http://thehatchergroup.com

    Slide 21:Institutional Credibility

    Concept Provide Exclusive Quotes Follow the Conversation Offer to Guest Post Post A Diary http://thehatchergroup.com

    Slide 22:Provide Exclusive Quotes

    Break the News Provide Context Promote Your Content Help Them Help You http://thehatchergroup.com

    Slide 23:Follow the Conversation

    Follow Local Blogs Praise Them When They Deserve It Public Link Private Email http://thehatchergroup.com

    Slide 24:Offer to Guest Post or Post a Diary

    What Is A Guest Post? What is A Diary? Free Content For Them Craft Your Own Message Reach an Audience Directly http://thehatchergroup.com

    Slide 25:Grasstops Relationships

    Can be Used for a Guest Post, Exclusive Quote, or Diary Much Like Institutional Credibility Some Blogs May Respond Better Much Like Placing an Op-Ed Threefer Gets Your Message Out Favor to Blogger Favor to Grasstop http://thehatchergroup.com

    Slide 26:We will be Providing

    This Presentation Notes For This Presentation Sample Blogger Outreach Letter Contacts for Prominent Bloggers In Your State National Environmental Bloggers http://thehatchergroup.com

    Slide 27:Contact Me

    Feel Free to Contact Me Anytime josh@thehatchergroup.com 301.656.0348 http://thehatchergroup.com