Leverage the power of the social graph

Leverage the Power ofthe Social Graph

10 Ways to leverage the power of social networks through your online newsroom

Your Presenters

• Steve Momorella• Ken Payne

What You Will Learn

• What is a social graph and why should you care. • What is the open graph and why is Facebook

leading the charge. • How can PR use a social graph to tell a corporate

story. • Steps to take to use online newsrooms as social

graph nodes. • How do I monitor my newsroom content through

the open graph. • Is social search a game changer for PR?

YOURBRAND

FriendsFans

Followers

JournalistsBloggers

EmployeesPartners

News ConsumersProspectsCustomers

What is a Social Graph• Term first used in 2007 by Facebook CEO Mark

Zuckerberg• The social graph is a contextual matrix of relationships –

a digital map of your personal identity• Most have many overlapping social graphs• The relationships we are focusing on are those between

PR practitioners and our news consuming public, our constituents – either direct or by way of journalists.

• Any individual or group that may be interested in your organization’s news and events is eligible for inclusion in your social graph.

What Does A Social Graph Look Like

Facebook and the Open Graph“Facebook has always focused on building ways for people to connect with

each other and share information with their friends. We think this is important because people are shaping how information moves through their connections. People are increasingly discovering information not just through links to web pages but also from the people and things they care about.

Mark Zuckerberg on Wednesday, April 21, 2010 at 12:44pm

• An attempt to connect social graphs together through a set of tools provided by the Facebook Platform.

• Allows anyone with a web page to integrate their content through the Facebook Platform and the Open Graph.

http://code.google.com/apis/socialgraph/docs/

http://code.google.com/apis/socialgraph/docs/

http://code.google.com/apis/socialgraph/docs/

http://code.google.com/apis/socialgraph/docs/

http://code.google.com/apis/socialgraph/docs/

http://code.google.com/apis/socialgraph/docs/

Using the Social Graph in PR

Leveraging your social graph is, in essence, networking with your contacts. Social media just makes it easier, more efficient, and more measurable. By integrating your key social media tools (Twitter, Facebook, and LinkedIn) with your Online Newsroom, you are able to instantly extend your reach, bring the conversation directly to your constituents, and measure/track results.

Why should I care?• Leveraging your social graph is, in essence, networking with people who

care about your company. • Social media just makes it easier, more efficient, and more measurable. • By integrating your key social media tools (Twitter, Facebook, and

LinkedIn) with your Online Newsroom, you are able to instantly extend your reach, bring the conversation directly to your constituents, and measure/track results.

When someone an object – such as a fan page, a photo, a movie, a blog post, a podcast or web site – they are instantly connected with everyone else who that object.

What can I do today?

• Never miss an opportunity to engage the Open Graph with great content– Launch and manage branded Facebook and Twitter accounts– Migrate social object distribution to established social media

platforms such as Flickr, YouTube, etc.– Integrate one-click publishing to Facebook and Twitter through your

online newsroom CMS

What can I do today?

• Deploy Custom Apps to extend and expand your reach and functionality– Add tabs for YouTube and Twitter (plus many more!)– Create custom tabs for branded content– Treat people who “liked” your news page special

What can I do today?

• Write and publish content that is spreadable– Forget "corporate speak" - write like a "friend.”– Understand your followers by exchanging ideas and content– Think of all content as a "social objects" - anything that is searchable

on the web can be shared.

What can I do today?What can I do today?

• Structure your Facebook News Page as an extension of your online newsroom– Use APPS to offer content, polls, reviews, events and discussions.– Set a vanity URL for you Facebook News Page– Pay attention to the Info tab.

Online Newsrooms

• Online Newsroom -> Twitter Integration• Online Newsroom -> Facebook Integration

– Personal Account– Fan Pages

• Online Newsroom -> LinkedIn Integration• Twitter -> Online Newsroom Integration• Facebook -> Online Newsroom Integration• Facebook -> Targeted Messages• Twitter: Finding Influencers to Follow• Social Analytics: Monitoring Your Social Graph

Online Newsroom -> Twitter

Online Newsroom -> Twitter

Online Newsroom -> Facebook

Facebook -> Online Newsroom

Facebook -> Online Newsroom

Facebook -> Online Newsroom

Twitter -> Online Newsroom

Twitter -> Online Newsroom

Facebook – Targeted Messaging

How do I monitor & measure?

• Think of your newsroom content as social objects – text, tweets, pictures, podcasts, white papers, research reports – anything that can be shared via a social graph.

• Think of your graph in terms of nodes and connectors - use platform provider tools to “follow” your social objects and map the connections of your social graph with user social graphs.

Facebook Insights

Facebook Insights

Bit.ly Clickthroughs

Flickr Photo Views

Twitter Hootsuite Analytics

Twitter Hootsuite Analytics

ScoopIt Analytics

Who To Follow on Twitter

Who To Follow on Twitter

Other Tools to Grow Social Graph

Other Tools to Grow Social Graph

Social Search

• Google and Bing both interviewed and saying that social reactions/influence is impacting search engine results.

• Search results are affected by:– Number of Likes and Follows of your brand/keyword– Impressions from fans and followers– Impressions from social graph fans with links– Secondary fan connections

Social Search

• Social signals – likes, recommends, number of friends, etc. – are today influencing search results at Google and Bing.

• Facebook recently patented “curated search” – a system that uses social connections and clicks within the FB network to determine search-ranking relevance when combined with traditional search results

Social Search

• The implications for public relations – publishing content through an online newsroom to your social media properties as social objects becomes key to increasing the visibility of your messages and brand in organic search

Social Search Results

Social Search Results

Social Graph Links• http://www.readwriteweb.com/archives/social_graph_concepts_and_issues.php• http://bradfitz.com/social-graph-problem/• http://www.google.com/images?hl=en&q=social+graph&wrapid=tlif129661104025710&um=1&ie=

UTF-8&source=univ&ei=57ZITfLyNov4gAefj9TpBQ&sa=X&oi=image_result_group&ct=title&resnum=5&ved=0CFIQsAQwBA&biw=1339&bih=584

• http://digigen.co.uk/2010/01/18/five-ways-brands-can-drive-social-commerce/• http://www.web-strategist.com/blog/2007/11/10/what-is-social-graph-executives/• http://searchengineland.com/the-social-graph-revolution-or-evolution-59021• http://www.businessinsider.com/heres-what-comes-after-the-social-graph-2010-7• http://whatis.techtarget.com/definition/0,,sid9_gci1284961,00.html• http://www.socialmediainformer.com/2011/social-graph/• http://www.seoptimise.com/blog/2011/01/10-tips-to-improve-your-social-graph-for-google.html• http://socialgraphproject.org/blog/2011/01/social-media-marketing-predictions-for-2011/• http://socialmediatoday.com/idilcakim/262228/socialgraph-helps-search-engine-listings• http://womma.org/word/2011/01/24/socialgraph-and-seo-a-match-made-in-google/• http://en.wikipedia.org/wiki/Six_degrees_of_separation

Social Graphs and PR Links• http://www.proactivereport.com/c/pr/2011-pr-trends-

email-and-social-engagement/• http://blog.lewispr.com/2010/11/5-pr-and-social-

media-trends-for-2011.html• http://blog.dna13.com/bid/30333/Social-Graph-

Optimization-SGO• http://www.eluremarketing.com/5-public-relations-

and-social-media-strategies-to-look-for-in-2011/• http://ltcsocialmark.com/2010/12/31/five-trends-all-

marketers-should-watch-in-social-media-in-2011/• http://www.facebook.com/note.php?

note_id=463430773771

Thank you