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SocialMediaWorkshopWithJamesScanlanandColletteEastonIntroductions:ColletteEastonMyself–HeadofClientServices/HeadConsultantFiredrilletc.Agenda Quiz SocialMediaOutlets InterestingStatistics LinkedIn Facebook Twitter WhatisaSocialMediaStrategy UsingSocialMediatogenerateenquiries SocialMediaforSEO SocialMediaPolicy Hints&TipsGroupdiscussion:IntroductionsWhoWhereWhatWhatishappeningWhatdoyouwantfromtodayQuiz WhatissocialMedia? Name5SocialMedianetworks HowmanyregisteredusershasLinkedIn? AccordingtoInternetAdvertisingBureau,whatisthegendersplitofLinkedIn? AccordingtoSage,howmanyaccountancypracticeswereusingSocialMediaduring2009?Quiz AccordingtotheInternetAdvertisingBureau,whichisthebiggestagegroupofFacebook? 0-12 13-18 18-29 29-34 35-44 45-54 55+ AccordingtoInternetAdvertisingBureau,whatisthegendersplitofFacebook? Howmanycharacterscanbetweeted? Onaverage,howmanytweetsarebroadcastdaily? Name3businessbenefitstobegainedfromSocialMediaSocialMediais…AccordingtoWikipedia:Socialmediaismediadesignedtobedisseminatedthroughsocialinteraction,usinghighlyaccessibleandscalablepublishingtechniques.Socialmediausesweb-basedtechnologiestoturncommunicationintointeractivedialoguesThismeansHumanssharingtheirthoughtsandopinionsusingTechnologythatisreadilyavailable,easytouseandfreePassingthoseopinionsandthoughtstotheirnetworkPeoplegaininformation,education&newsetc.byelectronicandprintmedia.Socialmediaaredistinctfromindustrial&traditionalmediasuchasnewspapers,TV&film.Thesenetworksareinexpensive(oftenfree)touseandareaccessibletoenableanyonetopublishoraccessinformationtherein.SocialMediais…Apowerfulmarketingtoolwhichcouldspuryourbusinessgrowth Natural–socialmediacanexposeyourbusinesstoalargegrouponindividuals,withouthavingtopayforvisibility.Mostoutletsarefreeandharnessedproperlywillgeneratepotentialleads Defensible–Thesechannelseasilyaddotherwaystoincreaseyourtraffic,andevencouldcontrolitthrougheffectiveplanning NoCost/HighROI–mostoutletsarefreetouseandifyouareplanningtohandlethecampaigninhousethentheopportunityistocreateleadswithoutanyexpense Complementothermarketingefforts–Aneffectiveapproachthatwillnotcreateconflict,onlysupporttoothermarketingeffortsBenefitsofSocialMedia:What’sinitformyPractice?EarlyAdoptersJanuary2010:Sagesurveyed2000smallandmediumsizedfirmsandfound8outof10firmsaremissingsalesaclientengagementopportunitiesbynotusingFacebook,TwitterorLinkedInforanyaspectoftheiroperations.Socialmediaprovidesanewwayforsmallbusinessesto‘listenin’toonlineconversationsandgaugepeople’sperceptions,engageandeducateexistingorprospectivecustomersandbuildanofficialonlinebrandpresence.Mobileapplicationsalsooffercompetitiveadvantagebyprovidingbusinessownersandemployeeswithcriticalcustomerinformationandproductivitytoolsanytime,anywhere.TheresearchalsohighlightedthatthesmallbusinessesthatdoengageonsocialnetworkschoseFacebook(32%)astheirdesiredplatformoverLinkedIn(28%)andTwitter(19%).ThissuggeststhatsmallbusinessesseeFacebookasthebestwaytoconnectwiththeircustomers.InterestingStatisticsE-ConsultancySocialMediaStatisticsCompendiumpublishedinJuly2010VisitstoNewsandMediafromGooglenewsandFacebookFacebookwasthefourthbiggestsourceofvisitstonewsandmediasitestowardstheendof2009,afterGoogle,Yahoo!andmsn.(Source:ExperianHitwise,February2010)TheImportanceofUserGeneratedReviews MarketingyourPracticeMorethanhalfofUKonlinecustomerssayreviewsareextremelyorveryimportantinmakinganonlinepurchase,andmorethanhalfsaytheyhavemoretrustandrespectforbrandsthatshowproductreviews.(Source:Bazaarvoice/VizuResearch,2007)ThepowerofBusinessBlogs MarketingyourPracticeBusinessblogsbegingeneratingsignificantlymoreleadswhentheyhaveamedianof24ormorearticlesposted.(Source:HowManyPostsDoesYourBusinessBlogNeedtoGrowLeads?,Hubspot,April2010)SocialMediaOutletsTheCorporateBlogCorporateWeblogusedbyanorganisationtoreachitsorganisationalgoals.Blogsposts&commentsareeasytoreachandfollowduetocentralized&structuredconversationthreads.Morethan12%ofFortune500companiesblogNearly70%oflargecompanieshaveestablishedablogBusinessblogsbegingeneratingsignificantlymoreleadswhentheyhaveamedianof24ormorearticlesposted.Source:HowManyPostsDoesYourBusinessBlogNeedtoGrowLeads?,Hubspot,April2010Facebookisasocialutilitythatconnectspeoplewiththosewhowork,studyandlivearoundthemUKAudience:27,815,540 Twitterisamicro-bloggingservice,thatallowsuserstosend&receivetextbasedpostsofupto140charactersdisplayedontheusersprofilepage.UKAudience:17,645,500 LinkedInisabusinessorientedsocialnetworkingsite,mainlyusedforprofessionalnetworking.Audience:80,000,000registeredusers MySpaceisafreeonlinecommunityofpersonalprofiles.AMySpaceprofileusuallyincludesadigitalphoto&in-depthinfoaboutpersonalinterests.Minimumagerequirementof14.Musicians&bandsusedittoestablishafreeonlinepresenceandcommunicatewithfans.UKAudience:Generatesover2millionusersmonthly Beboanacronymforblogearly,blogoften.Usersreceiveapersonalprofilepagewheretheycanpostblogs,photos,music,videosorquestionnaires.UKAudience:Generatesover4millionusersmonthly Deliciousisasocialbookmarkingwebserviceforstoring,sharinganddiscoveringwebbookmarks.Socialbookmarkingisamethodforwebuserstoorganize,store,manage&searchforbookmarkedresourcesonline–canbeusedasascaleofpopularity.UKAudience:Generatesover1millionusersmonthly Diggisasocialnewssite.AnonlinePRsiteallowingstorysubmissionsandavotingsystem.UKAudience:Generatesover1millionusersmonthly Sumbleuponisarecommendationengine.Allowsuserstodiscover&ratepages,photosandvideospersonalizedtotheirtastes&interests. Flickrisanimage&videohostingwebsiteandonlinecommunity.Widelyusedbybloggerstohostimagesembeddedintoblogs&socialmedia. YouTubeisavideosharingwebsite,displayawidevarietyofuser-generatedvideocontent.Generatesover50millionusersmonthlyCreatingNetworksLinkedInLinkedInisabusinessorientedsocialnetworkingsite.LaunchedinMay2003,itisusedforprofessionalnetworking,spanningmorethan200countriesworldwide. Connecttocolleaguespastandpresent Discoverinsideconnections Fullofindustryexpertswillingtoshareadvice LinkedInProfiles LinkedInGroupsLinkedInAnswers LinkedInEventsFacebookFacebookisasocialnetworkserviceandwebsitelaunchedinFebruary2004thatisoperatedandprivatelyownedbyFacebook,Inc. AsofJuly2010Facebookhasmorethan500millionactiveusers FacebookisUS3rdlargestcompanyafterGoogleandAmazon,worth$41B InMarch2010,morepeoplevisitedFacebookthanGoogle FacebookFacebookPages Publicprofilethatenablesyoutoshareyourbusinesswithfacebookusers Createsapresencethatlooksandfeelslikeuserprofilestoconnectwithcustomers FacebookFacebookGroups Notasfeaturerichasfacebookpages Increasingonusonfacebookpagesforusebybrands FacebookFacebook‘like’ Allowsotherwebsitestoembedafacebook‘like’buttonontheirpages Enablesuserstosharestoriesandcontentwiththeirnetwork,wherevertheyhappentobeonline FacebookTargetedAds Displayadssolelyonusersmeetingdemographicprofilerequested WhatisTwitter? Twitterisafreesocialnetworkingand microbloggingservicethatenablesits userstosendandreadotherusers’ updatesknownastweets. 140-charactermicro-blog Freeservice/Tool 20-millionusers Followpeopleorgroupsorbusinesses Forsomeit’saboutdailylife… Whatyouhadforlunch Howyouslept What’sgoingonatwork Randommusings Forsomeit’saboutfollowingcelebrities… Gettingstarted… Createanaccount www.twitter.com FullName Username(“handle”) Password Email Bio(160-characters) Photo FindPeopletoFollow…SearchforpeopleyouknowImportanemaillistFindpeoplewithsimilarinterestsSearch.Twitter.comWeFollowMrTweetTwellowBuzzomLooktoseewhoothersfollow TwitterMobileApplications…WindowsCEAndroidceTwitiPhoneTweetdeckTweetDeckTweetie2BlackberryUberTwitterSeemicTheOfficialTwitterAppAndoridSeemicTwidroidHootSuitePalmPreTweeTweedTweetMe TwitterEtiquette... Completeyourbioandpic Thinktwicebeforetweetinginanalteredstate Considerpausingbetweentweets Keepsmallconversationsprivate Betransparent Bevaguewhentwitteringprivatesocialevents Remembereveryonecanhearyou What’srudeinlifeisrudeinTwitter Beyourself Adddetailto@repliessopeoplecanfollowtheconversation Keepwithinthecharacterlimit Don’tlurk Leavewhenyouwant Plugmoderately Don’tspam SocialMediaStrategyWhatisaSocialMediaStrategy?Inordertodevelopandlaunchastrategy(iebuildingyoudigitalcommunity),youmust:BenchmarkexistingactivitySurveyyourstakeholdersCreateacontentstrategyBusinessobjectives–haveyouamarketingplanConfigureorbuildthetoolsandprocessesPlanandexecutecrosschannelactivitiestoseedawarenessandinterestSetupreporting UsingSocialMediatogenerateenquiries5Stepstogenerateenquiries 1.Identifyyourexacttargetmarket Noteverysocialmediaoutletisnecessary,andwouldprobablybeawasteoftime 2.Joinintheconversations Ifyoudiscoveraconversationaboutyourexpertisethenjoinin!Doesn’tmatterifitisanegativeconversation–aslongasyouarehonestyoushouldbeabletogetsomethingoutofit 3.GivemoreandGiveall Theamountofcommunicationisimportant.Themoreyoublogandpostcontent,themoreyouwillattractcustomers.Ifyourwebsiteisgeareduptoconverttrafficintoleadsthensocialmediawillincreaseyousales 4.Learnthetoolseffectively Understandingeachofthetools,theirpurposeandfunctionalitywillassistyougreatly.IfyouwanttogrowpresencesociallythenFacebookisthebest,ifyouwanttoconcentrateonbusiness-focussedquestionsthenLinkedInistheidealnetwork 5.MeasuretheLeads UsinganalyticstomonitorpotentialleadsonyourwebsiteisanessentialtounderstandingifyourcampaignisgettinganROI MonitoringSocialMediaTheImportanceofMonitoringOnlineReputationMostimportantfactorstothereputationofacompany.[Source:Edelman,January2009)EfficiencyTools… HootSuite Tweetdeck SocialOomph Ping.fmTweetdeck… QuickviewsAuto-shorteningTranslatetootherlanguageMultipleaccountsandplatformsTwitterFacebookLinkedInHootSuite… Scheduletweets RSSAutomation Multipleadminsistrators Analytics ChoiceofOw.lyorHt.lyURLShortener Multipleaccountsandplatforms Twitter Facebook LinkedInAnalytics... Socialmediaisaboutinfluence Traditionalmediaisaboutvelocity Socialmediaisaboutacceleration Tools TwitterGrader TwitterAnalyzer TwinfluenceMonitoringActivity ConsiderSoftwareservice Whyareyoumonitoring Whatinsights/benefitsfoyouwanttogain Listen/filter/finetune–don’ttrackirrelevantissues Reporting–frequency/detail/KPIs Tripwirealerts Whichdepartmentshaveastake Integrationwithothermarketing/PR Externalsupport HistoricaldataSocialMediaforSEOSocialMediaforSEO Searchengineoptimisationisacombinationofonandoffpageoptimisation Trustandauthorityarekeyattributesfornaturalsearch Afragmentedandagingwebmeansthatsearchenginelistingsreturnmorethanjustwebsites Manysocialmediawebsitesareonlypartiallyspider-able ForexampleaTwittershortenedURLisnotconducivetoSEO,undermininganchortextbenefit Peopleliketolinktointerestingandusefulcontent,howto’s,top10’sandsitesthatupdatefrequently SocialMediaactivityhappenssofastthatpostsarepusheddown&offpageinamatterofdays,oftennotgettingindexed,givinglessvalue SocialMedianetworksarebeingusedasasearchengineandthereforepartofthestrategyperse SocialmediaactivityisakeycomponentofBestPracticeSEOandcriticalintermsoftheoverallSEMstrategySocialMediapolicySocialMediaPolicy Policyisessentialto: Protectpartners(PI) Protectfirmreputation CrisisManagement Ensureconsistency Protectstaff PolicyToolwww.policytool.netOtherconsiderations:GivingadviceITsecurityDataleakageMalwareIdentifytheftSystemhackingWhenSocialMediagoeswrongHints&TipsIntroductions:ColletteEastonMyself–HeadofClientServices/HeadConsultantFiredrilletc.Groupdiscussion:IntroductionsWhoWhereWhatWhatishappeningWhatdoyouwantfromtoday