Social Media Workshop Presented by Apurv Modi

Apurv has an exceptional experience with excel startups like Crafitti consulting, Qutesys infosoul, Webworldexpress.com, The Global Technopreneur and many others . Marketing and Sales strategy, International relationship and branding for startups are his proficiency plots . He was one among the influencers of IIM Bangalore - NSRCEL Group ( Crafitti Consulting team). He is and exceptional leader, demonstrator, trainer on Social Media Marketing / Digital Marketing concepts since half a decade. Apurv is known for his simplistic and inquisitive leading style, which motivates people to think out-of-the-box. It goes without that saying that Apurv has a deep passion for Entrepreneurship and Digital Marketing. He is a regular invited speaker at various Digital Marketing conferences and his previous speaking engagements include speaking at TGT - Networks, an ultimate platform for entrepreneurs. Apurv is an Engineer and MBA. Apurv is Working as a Manager – Business Alliance in PARC Technology Research Lab (P) Ltd.

What is Web 2.0?

User Generated Media

Blogs

Podcasts

Mobile Phone

RSS

Online Video

Widgets

Banner Ads

Pay-per-click

SEO

Email Marketing

Affiliate Programs

“Web 1.0 is about Simplicity,

Web 2.0 is about Creativity.”

, Apurv Modi.

Social Media Defi

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“Social media describes the online technologies and practices that people use to share content, opinions, insights, experiences, perspectives, and media themselves.” - Wikipedia entry for “Social Media”

In recent years, social media has utilized emerging Web

2.0 formats, such as:

• Social Networking • RSS feeds • Wikis • Video

• News aggregators • Photo sharing • Social Bookmarking

• Blogs

PUSH or PULL

The way consumers are getting

information is changing.

Organizations used exclusively to “push” information through traditional formats.

Today’s readers “pull” it through based on individual preferences. They often use Web 2.0 formats to accomplish this.

Types of Social Networks

• Content Networks

• Distribution Networks

• Conversation Networks

Why People Participate In Social Networks

• To learn to express opinions • To share experiences • To make friends • To participate in a committee, club, or other group • To live a fantasy life • To find a job • To sell something • To have a platform for self-expression

“The net result: Individuals will increasingly take cues from one another rather than from institutional sources like corporations, media outlets, religions and political bodies”.

– Forrester Research

Content Network :- Lets THINK

Example

Blogs….. Let Write something..

Blogs – what are they?

• A blog is a one to many tool. • Its news based and is usually written in

the first person (I am etc)

• The purpose of a blog is to address and communicate issues either about the organisation or the industry

• The blogger sets the topic, tone & timeframe for the discussion.

• The audience is meant to keep to that topic or will be considered “spam” if they stray onto other topics

Blogs….. Influence..

Source: David Armano,ﾊVP of Experience Design with Critical Mass

“Word of mouth is bigger than it used to be and it is also becoming even more effective. The number of people who have influence--because of their expertise, their passion, their connections--is likely to grow, as the Web offers more user-generated content opportunities and as more companies make word-of-

mouth a priority.” --Debra Aho Williamson, Senior Analyst eMarketer

Blogs….. Let Write something..

• Blogs are ideal for PR or marketing because they’re written in isolation and are edited before publishing.

• Blog posts should seek to engage with the audience

• Use a blog to address emergency situations where you seek to limit the discussion but make sure you monitor comments carefully until the situation is in hand

• PR – offer expert info & videos, photos etc for community to discuss. Blogging press releases feeds the community

• CEO – ideal for dynamic people with a unique “voice” to deliver their vision and updates on industry directions

• Customer Service –staff who engage on a daily basis with customers make excellent bloggers

• Leadership – external leaders with a voice in a certain demographic can blog about stories of interest

What is a Wiki?

• An article on a web page that is editable by a group of people

• Unlike blog posts that can’t be edited by the audience

• Includes the ability to edit and to discuss

• All accessible from a web page

“If a blog is like a lecture with questions at the end, a wiki is like a collaborative workshop” (Laurel Papworth)

Distribution Networks : Make your frds Worldwide

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Distribution Network User Characteristics

12-17 year olds:

• Online Interests: Instant messaging, playing online games, visiting social networks, research for homework

• Top Social Networking Site: Xanga (20%)

18-24 year olds:

• Online Interests: Visiting social networks, generating content, downloading music, watching video clips of movie trailers, reading entertainment reviews

• Top Social Networking Site: Facebook (34%)

25-34 year olds:

• Online Interests: Reading news and sports, downloading music, watching video clips of tv shows/movies, visiting social networks, generating content

• Top Social Networking Site: Friendster (28%)

35-54 year olds:

• Online Interests: Reading the news, sports, and politics, watching videos, visiting social networks, viewing instructional how-tos

• Top Social Networking Site: MySpace (41%)

55+ year olds:

• Online Interests: Reading the news, politics, and cooking, viewing instructional how-tos

• Top Social Networking Site: MySpace (11%)

Source: Burst Media Research and e-Marketer

12 to 55+ year olds:

•Medical Up dates, Doctors Network Top Social Networking Site for Medical Doctors

By 2012, there will be 1.5 Billion web

users creating content online, up from

64 million in 2006. -- eMarketer

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Surely its just a fad?

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Distribution Networks

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How does the Ripple Effect work?

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• Most organisations think of broadcast when distributing information - the more eyeballs, the better

• The blogosphere, Twitterverse etc work on a chain reaction or ripple of content

• Blogs are good for content creation but doesn’t come with a built in audience – the key is to connect with others who are interested in the content.

• Two key concepts – disintermediation & democratization

• Its possible for one blog post to develop into a huge number of impressions over a weekend.

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How should we use Facebook?

• Create depth of content using YouTube (video), Flickr (photos) & Wordpress (text or multimedia blog) THEN use Facebook to distribute that content

• Use FanPage groups & events to bring customers together into channels for discussion

• Use applications to provide interactive promotion and awareness and to simplify your life such as auto-adding your latest blog, Twitter post or Flickr photo.

• Check out ChipIn – application ideal for fundraising

• Leverage the speed of distribution

• Its like a stall in a busy shopping mall….you still have to staff it and find ways of grabbing attention

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Exercise

• Get back into your groups

• Discuss building a Facebook application for any of these things:

1. A kite

2. Launching a new range of Cloths

3. Not for profit to save cats

4. An astronomy group

• Present back to everyone. Vote but not for your own

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RSS : Update quick

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RSS – What is It?

• Really Simple Syndication

• A way of publishing content online in a broadcast fashion

• Makes your information available to other services via “subscription”

• Separates form from content – receive the info as text headlines or images without having to go to the host page

• Australian usage up by 60% since 2005

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Why use RSS?

• Expecting people to come to YOUR website or YOUR Facebook page limits your ability to build a channel.

• When a consumer subscribes to your RSS feed, they will be updated on the latest breaking news, without having to open email or visit you.

• News & info goes to them; they don’t have to come to you.

• It is a proven way to elevate natural search rankings.

• Ensures content is getting delivered.

• Can support all media: Text, audio and video

• In addition to RSS feeds of all blog postings, RSS can also distribute content to relevant, targeted web sites.

• Forget site visit numbers or unique visitors – build & monitor feed subscriber numbers

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How should we use RSS?

• RSS is really part of your distribution strategy. You create content

on YouTube, Flickr, and other content social media sites, and allow

fans to subscribe (be notified) of new content.

• Its usually built in to the Web 2.0 tools like blogs, wikis and forums.

• Consider adding RSS of Press to your site.

• If you work in an Emergency industry, add RSS as a tool for breaking news.

• Add RSS for videos, photos, PowerPoint

• Offer calendar and meeting minutes RSS feeds. People can see when they have been updated

• Consider RSS for advertising (latest special offers), jobs, classified ads, and event management.

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Conversation Networks

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How should we use Twitter?

• Twitter facilitates extremely speedy distribution of news and critical information. Even without a large audience, a substantial number of re-tweets ripples your message out.

• Connect to people based on geo-location, interest, or reach.

• Use velocity of marketing to get message out, and receive market intelligence.

• Use the channel to engage particularly Customer Service answering real time questions, publicly, and to empower Twitter members to co-create with you.

• reTweet fundraising events or coffee meetups for followers.

• For business, Twitter can be used to broadcast your company's latest news and blog posts, interact with your customers, or to enable easy internal collaboration

• Try to use Twitter to show a human face (tell your story), make sure you link to other interesting, humorous or educational articles/blogs as well as your own. Respond openly to questions with @name.

• Following many, with few following back, looks like spam.

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Twitter Terminology

• Tweet 140 character - 1. testimonial, 2. linking URL or 3. @conversation.

• Followers vs Friends or “Followed” The people who are listening to the your tweets vs The people you are listening to.

• hashtags # searchable topics

• Tweetup Organising a real life meetup with Twitter folk.

• @Replies Put @ and their twitter name, and the public message will show up on recipients Reply timeline.

• TinyURL, Twurl, Bit.ly etc Use a URL shortening service to include long links in your 140 char.

• TwitPic Upload a foto to Twitpic and it will be auto tweeted

Forums

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What is a Forum?

• Forums allow anyone to start a conversation - unlike blogs.

• While the conversations (called threads) are not editable by each member (unlike a wiki), each member can comment back in a linear fashion.

• Forums are asynchronous (not real time).

• Forums often have built-in social networking tools that the other social media tools don’t offer. For example, titles for commenters

• Online Forums don’t belong to Gen-Y….they date back to the 1970’s

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Features

• Once you have established clear behaviour sociability features in your forum, they need a lighter hand than other tools. In fact the host should not insert as much content as they would in say, a blog.

• Many to Many Anyone can start the discussion. Topics are placed in relevant subforums. Others join in.

• Peer to Peer A blog limits the conversation to the topic of the blogger. By opening up a forum, customers can feel that their needs are addressed by allowing them to post discussion threads and answer each other.

• Complex and mutilayers Many people responding on many topics – following subthreads and repeat threads becomes challenging.

• Long Tail A forum thread can have thousands of responses, sometimes a small group may post many times over a number of years. This sort of discussion rarely happens on a blog.

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How should we use a Forum?

• Blogs are light on community - its

hard to badge leaders

• Reward roles of welcomer, teacher

• Give tools for subgroups on a blog.

• By offering forums, you may find your community grows exponentially

• Rather than a blogger setting the agenda for the conversation, the community choose themselves what they wish to discuss.

If your blog is popular and you would now like to have the customer community respond back proactively rather than through comments, a forum might be for you.

Exercise

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• As a group, play a game of telling a story about icecream. • Each person tells the next line, following on from before and ONLY ONE

LINE

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What is a Virtual World?

• Players come together to create, collaborate and discuss in a 3D environment

• Serious games use virtual worlds and gaming technology for serious purposes

• The latest versions are overlays on web browsers and let you walk around websites with 3D avatars

Computer games have been available to the public for many years, but the multiplayer social virtual worlds are growing at a faster rate than stand alone games.

How should we use Virtual Worlds?

• The real-time experiential nature of virtual worlds makes them ideal for corporate training and organisational virtual facilities.

• Simulation and preparedness exercises using webcasts, video, and online courses extend the education of the public into 3D social spaces.

• Virtual worlds make an excellent Research and Development (R&D) environment as well as triggers for rippling out into the blogosphere as virtual worlds are intense experiences.

• Viral micro goods also called branded pixel products are used to both promote and to connect to the audience.

• ...make sure the people who you employ to represent you in the real world are extremely familiar not just with the local space they will be hanging around in but the whole social world. Gary Hayes, Virtual World Expert

Useful software (free & licensed)

Social Media Marketing

Blogging

Wikis

Forums

Productivity

Free Biz Cards Surveys

Podcasts

RSS

Social Bookmarking

Publish On Demand Books

Email marketing

Useful resources

• Recommended blogs

• http://leehopkins.net/

• http://laurelpapworth.com

• http://www.headshift.com/au/

• http://chieftech.blogspot.com/

• http://sparkeffect.com

• Recommended Websites

• http://www.stevepratt.com

• http://www.mediapost.com/

• http://www.commoncraft.com

• http://smallbusiness.edublogs.org

Social Media Workshop Apurv Modi Apurv.modi@gmail.com

Apurv is Working as a Manager – Business Alliance in PARC Technology Research Lab (P) Ltd.