Making sense of social media

Social media springboard seminar

A clearer picture, inspiration and a starting point

• Why social media: Threats and benefits

• Overview of top 10 community platforms

– Google+, Twitter, Slideshare in greater detail

• 10 tips summarized

• How to get started

Threats

United breaks guitars

YouTube: ”United breaks guitars”

One person can change a brand

•100.000 views a day

•After 4 days: 1 million views

•United Airlines stock market value fell 10%.

•The price: It cost stockholders around 180 million dollars.

If a tree falls in the wilderness and no one is there to tweet it...

Benefits of social media

VisibilityThe content from the top social communities appear more prominently in search engine results and it offers an opportunity to stay top-of-mind

TrustPeople have signed up and are often invested emotionally with the particular community

ContextUsers on these sites are already looking for specific types of content, so they are highly motivated

EngagementCommunity members are extremely active (sharing, liking, favoriting, following, tagging users, companies and topics, etc.)

Overview of 10 important social media platforms

If you want to reach your audience,

You should be using some of these platforms

FacebookHave you heard of it?

Key usageShare content that has a social perspective

Background– Largest social community

– A global revenue $5 billion+

– 4,619 employees worldwide

Tip across platformsGo nativePaid advertisement - indistinguishable from other content on site

Mark Zuckerberg’s sheepdog’s page

Native ad example 1A matter of life and death?

Why Facebook?

• An extremely personal forum

• The place for social interaction

• Tied in with people’s identity and beliefs

Facebook campaign results• Over 2 million FB page views• Increased reach by almost 90 percent

Native ad example 2A great FB post related to the brand

Dove’s “Real Beauty Sketches” campaign

• 660,000 Facebook shares during first ten days

• Careful roll-out plan and select PR mainly on social media

• Over 114 million views after 1 month

• Coverage in the New York Times, ABC News, etc.

“People read what interests them. Sometimes it’s an ad”Howard Gossage

PinterestA picture says a 1000 words

Key usage

Show off aesthetics of your brand

Key Facts– Pinterest: 70 million users – Target saw 70% increase in

traffic from Pinterest

Tip across platformsThink like a 3-year-oldAlways try to include visuals

And social media says it louder

YouTubeEveryone loves videos

(including search engines)

Key usageTell a story or explain how to do something

Facts– Owned by Google– 2nd largest search engine after

Google itself– 62% of Google universal search

engine results include videos

Tip across platformsBe nice to search engines:Use keywords in your titles and profiles

Example showing the human side of a corporation

Vine/Instagram videoA new kind of marketing video

Key usageOff-the-cuff informal video clips that you can embed on your website

Facts− Vine is owned by Twitter− Instagram is owned by Facebook− Vine: 6-second videos− Instagram: 15-second videos

Tip for across platformsLet people see for themselvesUse video to make personal and/or show how to do something

QuoraPromote your niche expertise

Key usageEstablish niche topic authority; research topics and products

Facts– A Question & Answer social

community – Founded by two former

Facebook employees– Tripled growth across all metrics

last year

Tip across platformsBe a good SamaritanAdd links to your own stuff in comments – but only when highly relevant. And in general, just help people out.

A threat turned into an opportunity

Some tools for monitoring your brand name• Google alerts• Hootsuite saved search• Boardreader.com • Socialmention.com

BloggingYour own publishing platform

Key Usage

Establish your brand as a voice of authority in your community

Facts• B2B blogs generate 67% more

leads per month • More keyword optimized pages

indexed for SEO• Platform for your messages

Tip across platformsPlan aheadCreate social media editorial calendar

Someone is blogging about your area of expertise. Shouldn’t it be you?

LinkedinWhere your professional brand lives

Key usageOngoing communication with your professional network

Facts– World’s largest professional

network

– 292,359,048 members (1,492,107 in Denmark)

Tip across platformsFuck JantelovOptimize personal profiles & company pages

Linkedin targeted advertising

Example: Closer to customers campaign

Targeted at C-level insurance pros in select markets

• Prospects could download insurance strategy white paper

• Generated highly targeted leads worth potentially 3 million euro

SlideshareA showcase for your expertise

Key usageGet all that in-house know-how out of the house

Key facts – Owned by Linkedin– 58 million unique visitors a

month– 10 million presentations

uploaded

Tip across platformsSteal from yourselfWhat content are you already producing that you can tweak & use on social media?

Consider your content

– From your audience’s point-of-view

• Both annual reports and crisis management?

• PPT must stand as an independent piece of content

So, whyis Slideshare a good idea ?

Slideshare: 10 reasons to upload and share

1.Mobile friendly2.Google-indexed3.SEO-optimized PPT kommer på toplisten4.Fresh leads to your website (58 million unique

visitors per month)5. A trustworthy bridge to press and bloggers6. Great lead structure7. Smooth integration with LinkedIn, Twitter

and facebook. 8. The ”Everywhere” USB-drive9. Personal branding10. Showcase for content that is already being generated at your company

Google+Discover and get discovered

Key usageIncrease visibility of all types of business-related content

Key facts– 2nd largest social media community after

Facebook

– 500 million users worldwide– Close to 1 million users in Denmark– 70% male users globally

Tip across platformsFollow the followersPeriodically add connections of key influencers

Better search results

How authoritative are you?

• G+ profiles connect you to your content everywhere

• Differentiates your content on Google results page

Benefits

Better SERP

Result stands out

Integration: interactive functions

Link G+ profile with:

– Blog

– YouTube channel

– Local business

Blog: integrated sharing and comments

YouTube: Connect and discover

Local Bus: Better SERP results

Networking possibilities

Easy non-intrusive way of connecting

News and opinion at the speed of light

Key usage Share your latest company newsand take the pulse of your brand and industry

Facts– Typical day: 500 million tweets – Average of 5,700 tweets-per-second – Around 200,000 Danish accounts

Tip across platforms

Steal from othersWhen sharing other’s content, always add your personal opinion or insight

Twitter profile page

Engage with your market

How?Hashtagging a subject makes it searchable and easy to find#outsourcing IT

What did it do for us???A number of analytical tools measure the effect.

So you get campaign results and can sort the answers by most activity and who answered.

ZAPPOS

CEO Tony Hsieh tweets:

Personal/CEO branding

Zappos / Strategy: Happy workers and super service all in one

Individual workersHappy go lucky tone-of-voiceEasy-going and energetic approach to work culture, teknology and fashion.

Result:Increased brand-awareness –better credibility

10 tips summarized

1. Don’t advertise, engage: indistinguishable form in both form & content from other valuable content on site

2. Think like a 3-year-old: Always try to include images

3. Let people see for themselves: Use video where it makes sense to make personal and/or show how to do something

4. Be nice to search engines: Use keywords in your titles and profiles

5. Be a good Samaritan: put links to your own stuff in comments and groups but only where highly relevant

6. Bring method to the madness: integrated social media editorial calendar

7. Fuck janetelov: Optimize company & personal brands

8. Follow the followers: Periodically add strong followers of stong influencers

9. Steal from others: Share top quality content, but always add your personal opinion or insight

10. Steal from yourself: Repurpose content

I’ve created profiles on Twitter, Facebook, and 7 other communities to generate awareness.

And is it working?I don’t know. I’m too busy managing all my profiles

The problem with social media

5 steps to a strategy

Making sense of social media

As with any other form of communication, to succeed you need to:

• Tie it to your business goals

• Listen to and get to know your audience

• Dedicate a certain amount of resources

• Pick the right media– Focus on doing well on a few

– Adjust the content to fit it

– Measure and adjust

Pia Thomsen, Communications consultant, pith@dialogkom.dk

Oren Shafir, Creative director, oren@zoomdigital.dk

Øvelse 1:

Hvordan kan sociale medier hjælpe med at løse nogle forretningsudfordringer?

1. Grupper på 3: Nævn 3 aktuelle udfordringer

2. Diskutér, hvordan I kan gøre det bedre via 1-3 social media platforme – med inspiration fra listen.

Øvelse 2:

Del spændende indhold med dit netværk

1. Find 2-3 aktuelle opdateringer fra dit/jeres forretningsområde, som andre har skrevet – og som vil være relevant for jeres kunder og netværk.

2. Hvordan vil du kommentere på det, idet du deler

det med dit netværk/dine kunder?