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Building communities on Facebook – a presentation

Presentation at the bottom of this post.

Yesterday I was invited to speak at Frocomm’s 3rd Annual New Media Summit hosted in Sydney. The event was attended by around 150 mainly PR professionals from across a range of industries in Australia and featured other speakers including, David Quilty of Telstra, Paul Borrud of Facebook and industry colleagues of mine Brian Geisen of Ogilvy PR and Dan Young Burson Marsteller. See the full list of speakers here.

Unfortunately I didn’t get to see all the presentations due to work commitments that kept me in the office, but those I did were very interesting, particularly David Quilty’s presentation on how Tesltra the telecom giant is embracing social media practices right across the organisation.

During the day two panel session, which I sat on with Brian Geisen, David Quilty and Monty Hamilton from UBank, questions followed the general themes of justifying social media to the boss, understanding and qualifying measurement through to how social media can be integrated into the general PR and marketing mix.

Having worked in this industry for a little while now it was refreshing to see, based on the questions being asked, that there is now a general realisation within organisations that social media isn’t a fad and that it represents a fundamental shift in the way we need to conduct business. The audience was keen to learn how they can start embracing and undertaking more social work and it was evident whenever practical advice was being provided that frantic notes were being scribbled.

In addition to the panel session, I also presented a half hour session on building communities in Facebook, which I have posted below (For those reading in a reader, or via email check it out here). I created this presentation in an attempt to provide a platform for PR people to justify a presence in Facebook for their organisation and also to act as a roadmap of sorts for building out a Facebook campaign. I hope it fulfils these objectives.

I would love any and all feedback on this presentation. How do you think it could be improved? Have I left any important components out that you think need to be added?

Finally, thanks to Glen Frost for the opportunity to speak at the conference.

If you enjoyed this post why don’t you subscribe to my blog via RSS or email by following this link. Or alternatively follow me on Twitter.

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If you enjoyed this post why not subscribe to my blog via RSS or email by following this link. Also whilst you\’re at it why not follow me on Twitter .

Gap turns shopping on its head with clever PR stunt

I am a few months late on this, but Gap in Canada has created a very clever PR stunt to launch its new customer loyalty program Sprize (I am assuming this is meant to reference the word Surprise).

The loyalty program basically provides members with cashback instore credit if an item of clothing they buy is reduced 45 days after the purchase date. This means, if I buy a pair of jeans for $100 on 1 July and then Gap reduces those jeans on 1 August to $50, my Sprize account is credited with $50 of instore credit. The loyalty program is currently being trialled in ten stores in Canada. You can read more about it here if you like.

I really like this loyalty program because it makes a commitment to loyal customers by promising not to undercut the full price items they purchase. It also in effect gives members a 45 day leg up on everyday customers when the obvious sales periods approach.

However, it was the PR stunt that brought all of this to my attention.

The tagline for Sprize is turning shopping on its head, so what did Gap do to launch the scheme? They turned large chunks of the store upside down, hired actors to walk on their hands on what appears to be freezing ground and even flipped a couple of cars out the front. Pretty simple when you think about it, but as I have said before the best stunt typically are pretty simple.

Gap turning shopping on its head

What I wanted to call out in particular is the way that Gap approached this. Five years ago perhaps the stunt idea would have been the same, but the PR team would have relied solely on the media to create the awareness, but not today.

Gap created their own Youtube Channel and created their own content (the video above), which they have full control over, unlike the situation when you invite media to cover something. Further with the magic of Google and keywords when I searched ‘gap + turning shopping on its head’ it was the Gap made video – ahead of all other video news outlets, which was delivered.

Sadly however it appears Gap hasn’t done a good job of linking this content through its other online properties. Stangely it doesn’t appear to be posted on the Facebook Gap fanpage with more than 500,000 fans, nor is it present on the Gap Youtube channel (which also seems very underutilised). It is perhaps because of this poor integration with other online properties that the video only achieved 35,000 views. I suspect it is also this lack of integration why the other videos on the channel have such low views.

All in all an interesting campaign. The Sprize Loyalty Group is good and truly delivers on the promiose of rewarding loyalty, the PR stunt was simple and effective, the creation of the content video content at the top of this post was good and en effective length in my opinion, but it seems the syndication across Gap properties affected its viral results.

Perhaps Gap may have wanted to contain this, given it was such a small trial in Canada, but if that was the case why did they upload content at all to the web?

What do you reckon?

HT to Michael Litman and his Posterous – where I saw this.If you enjoyed this post why not subscribe to my blog via RSS or email by following this link. Also whilst you\’re at it why not follow me on Twitter .

What a simple graph can tell us about iPhone users

Most popular camera phones on Flickr

Most popular camera phones on Flickr

The graph above is from Flickr and it records the number of uploads from camera phones to Flickr.

In the graph above:

  • Pink is the Apple iPhone 3G
  • Yellow the Apple iPhone 3GS
  • Green is the Nokia N95

It is amazing how much of a gap the Apple iPhone has over its competitors. Of course there is no doubt about iPone’s incredibly sales success, but it is not as far ahead as this graph suggests.

Instead what this graph shows to me is that those with iPhones are:

  • More likely to be connected
  • Find it easier to upload their images to the web
  • Are more likely to be producing content they want to share
  • Have a better quality camera on their phone than others
  • And are perhaps more egotistical…

I believe the graph above is a good piece of data to justify creating applications and content for iPhone users. Why? Because this graph shows that iPhone users, much more than other phone users, are more likely to share stuff online and as a result are more likely to be influencers within their groups of friends.

At least these are my humble thoughts. Do you agree?

If you’re interested you can check out some data on all Flickr uploads here.

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SEO your Twitter profile

Matthew Gain Google results

As you will see from the above, Twitter is the number two result when you search my name in Google, so is an incredibly important channel for my personal brand.

For those who are interested in growing their results in Google, I believe Twitter is one of the easiest ways along with Facebook and LinkedIn that you can start owning the front page of Google.

Why? Because, Google indexes Twitter highly, it is the easiest way to start creating content and even if you do not Tweet regularly your profile and URL inclusion provides another means to direct people to your LinkedIn or Facebook profile.

For those that already have a Twitter account the good people at Twittip have created a list of tips on  more advanced techniques on how to increase the SEO of your Twitter profile.

Some are obvious:

  • Ensure you Twitter handle includes relevant keywords (I have gone for my name)
  • Ensure your bio also includes relevant keywords – mine has PR and my company name Weber Shandwick
  • List your profile in relevant directories such as WeFollow
  • Follow relevant people in the hope they find your feed of relevance and link back to you

But two were less obvious (at least to me, but I am no SEO expert) and are currently on my to do list:

You can even SEO your Twitter pic (avatar)…

Yes, you can even SEO your profile picture! You can’t add tags but, you can rename the photo before you upload it that way when it shows up in the URL it will have the keywords that you named. Be careful not to add spaces. Doing that will not translate the link very well. I don’t recommend changing your profile picture but, I would recommend changing the name of the profile picture and re-uploading it. You can do this by clicking on “Settings” and then “Picture”.

Burn Baby Burn…

Burn Your Twitter feed: Why would you want to use an RSS feed for Twitter? Well, by using RSS, people can subscribe to your posts (and in this case Tweets) and get instant feeds sent to them. Just like a blogger would use RSS feeds to increase their popularity with search engines and help draw traffic to their blogs, you can use RSS feeds to do the same for your Twitter account. So, how do you go about doing this you say? I will show you how to set this up in Google FeedBurner.

First you go to FeedBurner. If you have a gmail account you can sign in with this. Otherwise, sign up for a new account.

Next, in a different window open up your Twitter account and scroll down to the middle of your Twitter page and click on the RSS feed icon. Next go to the top of the page and copy the URL. (It should look similar to this: http://twitter.com/statuses/friends_timeline/104933666)

Next, paste it into FeedBurner. Then make sure that you add your user name and password so that it won’t be locked when people try and look at the feeds (Use the same format as the highlighted text: http://username:password@twitter.com/statuses/user_timeline/15473972.rss). Click next and you have just RSS’d your twitter profile!

Last, go through the dashboard and choose important options for your chosen use of your feed. You can share widgets, add pictures, set up a title for the feed and make sure that it pings (connects) with search engines.

Some interesting stuff hey? Do you have any other tips? I would love to hear them in the comment box.

This post of a series of posts I am making on SEO tips to improve your personal search brands. Other posts you can view are:

If you enjoyed this post why don’t you subscribe to my blog via RSS or email by following this link. Or alternatively follow me on Twitter.If you enjoyed this post why not subscribe to my blog via RSS or email by following this link. Also whilst you\’re at it why not follow me on Twitter .