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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-basedtechnologiestoturncommunicationintointeractivedialogues Thismeans Humanssharingtheirthoughtsandopinionsusing Technologythatisreadilyavailable,easytouseandfree Passingthoseopinionsandthoughtstotheirnetwork Peoplegaininformation,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-ConsultancySocialMediaStatisticsCompendiumpublishedinJuly2010VisitstoNewsandMediafromGooglenewsandFacebook Facebookwasthefourthbiggestsourceofvisitstonewsandmediasitestowardstheendof2009,afterGoogle,Yahoo!andmsn.(Source:ExperianHitwise,February2010)TheImportanceofUserGeneratedReviews MarketingyourPracticeMorethanhalfofUKonlinecustomerssayreviewsareextremelyorveryimportantinmakinganonlinepurchase,andmorethanhalfsaytheyhavemoretrustandrespectforbrandsthatshowproductreviews.(Source:Bazaarvoice/VizuResearch,2007)ThepowerofBusinessBlogs MarketingyourPracticeBusinessblogsbegingeneratingsignificantlymoreleadswhentheyhaveamedianof24ormorearticlesposted.(Source:HowManyPostsDoesYourBusinessBlogNeedtoGrowLeads?,Hubspot,April2010)SocialMediaOutletsTheCorporateBlog CorporateWeblogusedbyanorganisationtoreachitsorganisationalgoals.Blogsposts&commentsareeasytoreachandfollowduetocentralized&structuredconversationthreads.Morethan12%ofFortune500companiesblogNearly70%oflargecompanieshaveestablishedablogBusinessblogsbegingeneratingsignificantlymoreleadswhentheyhaveamedianof24ormorearticlesposted.Source:HowManyPostsDoesYourBusinessBlogNeedtoGrowLeads?,Hubspot,April2010Facebookisasocialutilitythatconnectspeoplewiththosewhowork,studyandlivearoundthemUKAudience:27,815,540 Sex Distribution% Male 48.1 Female 51.9 Age Distribution% <13 1.1 14-17 11.7 18-24 26.8 25-34 26.4 35-44 17 45-54 9.9 55-64 4.7 65+ 2.4 Twitterisamicro-bloggingservice,thatallowsuserstosend&receivetextbasedpostsofupto140charactersdisplayedontheusersprofilepage.UKAudience:17,645,500 Sex Distribution% Male 40 Female 60 Age Distribution% <13 14-17 12 18-24 6 25-34 15 35-44 29 45-54 23 55-64 12 65+ 2 LinkedInisabusinessorientedsocialnetworkingsite,mainlyusedforprofessionalnetworking.Audience:80,000,000registeredusers Sex Distribution% Male 50 Female 50 Age Distribution% <13 14-17 3 18-24 2 25-34 15 35-44 30 45-54 29 55-64 17 65+ 3 MySpaceisafreeonlinecommunityofpersonalprofiles.AMySpaceprofileusuallyincludesadigitalphoto&in-depthinfoaboutpersonalinterests.Minimumagerequirementof14.Musicians&bandsusedittoestablishafreeonlinepresenceandcommunicatewithfans.UKAudience:Generatesover2millionusersmonthly Sex Distribution% Male 36 Female 64 Age Distribution% <13 Includesup17 14-17 34 18-24 8 25-34 12 35-44 16 45-54 21 55-64 7 65+ 2 Beboanacronymforblogearly,blogoften.Usersreceiveapersonalprofilepagewheretheycanpostblogs,photos,music,videosorquestionnaires.UKAudience:Generatesover4millionusersmonthly Sex Distribution% Male 34 Female 66 Age Distribution% <13 (includedto17) 14-17 45 18-24 7 25-34 9 35-44 14 45-54 17 55-64 6 65+ 2 Deliciousisasocialbookmarkingwebserviceforstoring,sharinganddiscoveringwebbookmarks.Socialbookmarkingisamethodforwebuserstoorganize,store,manage&searchforbookmarkedresourcesonline–canbeusedasascaleofpopularity.UKAudience:Generatesover1millionusersmonthly Sex Distribution% Male 25 Female 75 Age Distribution% <13 - 14-17 3.2 18-24 7.1 25-34 17.4 35-44 Combined31.8 45-54 Combined31.8 55-64 27.1 65+ 13.3 Diggisasocialnewssite.AnonlinePRsiteallowingstorysubmissionsandavotingsystem.UKAudience:Generatesover1millionusersmonthly Sex Distribution% Male 62 Female 38 Age Distribution% <13 - 14-17 12 18-24 8 25-34 18 35-44 27 45-54 20 55-64 12 65+ 3 Sumbleuponisarecommendationengine.Allowsuserstodiscover&ratepages,photosandvideospersonalizedtotheirtastes&interests. Sex Distribution% Male 54 Female 46 Age Distribution% <13 - 14-17 9 18-24 9 25-34 17 35-44 28 45-54 20 55-64 14 65+ 4 Flickrisanimage&videohostingwebsiteandonlinecommunity.Widelyusedbybloggerstohostimagesembeddedintoblogs&socialmedia. Sex Distribution% Male 47 Female 53 Age Distribution% <13 - 14-17 16 18-24 7 25-34 17 35-44 23 45-54 23 55-64 12 65+ 2 YouTubeisavideosharingwebsite,displayawidevarietyofuser-generatedvideocontent.Generatesover50millionusersmonthly Sex Distribution% Male unknown Female unknown Age Distribution% <13 unknown 14-17 unknown 18-24 unknown 25-34 unknown 35-44 unknown 45-54 unknown 55-64 unknown 65+ unknownCreatingNetworksLinkedIn LinkedInisabusinessorientedsocialnetworkingsite.Launched inMay2003,itisusedforprofessionalnetworking,spanning morethan200countriesworldwide. Connecttocolleaguespastandpresent Discoverinsideconnections Fullofindustryexpertswillingtoshareadvice LinkedInProfiles LinkedInGroupsLinkedInAnswers LinkedInEventsFacebook Facebookisasocialnetworkserviceandwebsitelaunchedin February2004thatisoperatedandprivatelyownedby Facebook,Inc. AsofJuly2010Facebookhasmorethan500millionactiveusers FacebookisUS3rdlargestcompanyafterGoogleandAmazon,worth$41B InMarch2010,morepeoplevisitedFacebookthanGoogle Facebook FacebookPages Publicprofilethatenablesyoutoshareyourbusinesswithfacebookusers Createsapresencethatlooksandfeelslikeuserprofilestoconnectwithcustomers Facebook FacebookGroups Notasfeaturerichasfacebookpages Increasingonusonfacebookpagesforusebybrands Facebook Facebook‘like’ Allowsotherwebsitestoembedafacebook‘like’buttonontheirpages Enablesuserstosharestoriesandcontentwiththeirnetwork,wherevertheyhappentobeonline Facebook TargetedAds 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… Searchforpeopleyouknow Importanemaillist Findpeoplewithsimilarinterests Search.Twitter.com WeFollow MrTweet Twellow Buzzom Looktoseewhoothersfollow 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: Benchmarkexistingactivity Surveyyourstakeholders Createacontentstrategy Businessobjectives–haveyouamarketingplan Configureorbuildthetoolsandprocesses Planandexecutecrosschannelactivitiestoseedawarenessandinterest Setupreporting 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 MonitoringSocialMediaTheImportanceofMonitoringOnlineReputation Mostimportantfactors tothereputationofa company. [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 ConsiderSoftwareserviceWhyareyoumonitoringWhatinsights/benefitsfoyouwanttogainListen/filter/finetune–don’ttrackirrelevantissuesReporting–frequency/detail/KPIsTripwirealertsWhichdepartmentshaveastakeIntegrationwithothermarketing/PRExternalsupportHistoricaldataSocialMediaforSEOSocialMediaforSEO SearchengineoptimisationisacombinationofonandoffpageoptimisationTrustandauthorityarekeyattributesfornaturalsearchAfragmentedandagingwebmeansthatsearchenginelistingsreturnmorethanjustwebsitesManysocialmediawebsitesareonlypartiallyspider-ableForexampleaTwittershortenedURLisnotconducivetoSEO,undermininganchortextbenefitPeopleliketolinktointerestingandusefulcontent,howto’s,top10’sandsitesthatupdatefrequentlySocialMediaactivityhappenssofastthatpostsarepusheddown&offpageinamatterofdays,oftennotgettingindexed,givinglessvalueSocialMedianetworksarebeingusedasasearchengineandthereforepartofthestrategyperseSocialmediaactivityisakeycomponentofBestPracticeSEOandcriticalintermsoftheoverallSEMstrategySocialMediapolicySocialMediaPolicy Policyisessentialto: Protectpartners(PI) Protectfirmreputation CrisisManagement Ensureconsistency Protectstaff PolicyToolwww.policytool.netOtherconsiderations:GivingadviceITsecurityDataleakageMalwareIdentifytheftSystemhackingWhenSocialMediagoeswrongHints&TipsIntroductions:ColletteEastonMyself–HeadofClientServices/HeadConsultantFiredrilletc.Groupdiscussion:IntroductionsWhoWhereWhatWhatishappeningWhatdoyouwantfromtoday