social media listening and curation: amplifying your message, finding your community
DESCRIPTION
A presentation for the NNEDV Tech Summit. Focus is tools and strategy for social media community building, publishing and listening.TRANSCRIPT
NNDEV Tech Summit 2013
So you can tweet; now what? Joining conversations, listening & being generous
Susan Tenby, Director of Online Community, Social Media & Partnerships, Caravan Studios: A division of TechSoup@SUZBOOP on Twitter/slideshare@CARAVANSTUDIOS on Twitter
GOAL: Creating Community Evangelists
December 2, 2011
Susan Tenby, Director of Online Community and Social Media@SUZBOOP on Twitter
• Connect with your community to each other while amplifying the messages and missions of this community
• Amplify the message of a variety of partners
• Document and Showcase• Curate• Map & analyze our network
What We DoWe aim to build community both internally and externally and weave strong networks
… not necessarily in that order
TwitterListeningSharingDocumenting your process & progressSerendipitous Community BuildingJoining Collaborative Curation CommunitiesFollowing examples of expertsTag Sniffing
AGENDA…
So, let’s talk about you for a minute…
TERMS USED, ASSUMING FAMILIARITY…
• RT = ReTweet• # = Hashtag• MT = Modified Tweet• @ = Reply or addressed to• HT = Hat tip• Cc: = carbon copy (hey you!)• Listening Dashboard = Hootsuite,
Netvibes, Tweetdeck
CHOOSE YOUR NAME CAREFULLY
• Twitter name is changeable, but think first• Choose FB Page name carefully; it becomes
permanent after 100 “likes” • Your name should be a consistent brand across all
networks• It shouldn’t be too long, as twitter is only 140
characters• It should be memorable and not easily
confused/misspelled• It will become your identity, so be strategic for SEO
reasons• Pimp your profile page : keywords and cool photo of
you
Twitter account branding: Think abt it!
Carefully name your account & fill out/update your bio with campaign info. Show people! Think about Keywords
Best Practices Rules:• 80/20 rule; it’s not all about you • Post daily; schedule updates• Don’t be a marketing robot• Talk with people, not at people • Vary content: text, video, images• Don’t auto-link your Facebook
account to your Twitter or your blog
• Reciprocate, engage, share
TWITTER Share announcements and mentions of youShare announcements and mentions of you
TwilertsGoogle alertsHootsuite
Join the conversationJoin the conversationTweetchatsHashtagsAmplify/RTAmplify/RTFind your peepsFind your peepsKeep it realKeep it real
_______________2- Way ConversationKeeps you currentKeeps you as AuthorityFeedback LoopSpread word abt youCOMMUNITY
From MS BizSpark Blog: GOALS
• Have a goal in mind• Listen for those who align with goal• Approach and create conversation
about common goals• Ask questions that create new
understanding about common goals, to find new values or new goals
• Include others in the creation of content, mention those who align via social
• Distribute, share and listen again
Ten Golden RulesTen Golden Rules, …. (ok, 12 actually)
1. Answer yr @replies @mentions and DMs2. Tweet Twice a day3. Follow twitter lists in yr area of interest4. Search Person name + Google = correct @
name5. RT things of value6. Give shout-outs/recos using @mentions7. Ask questions & Answer questions8. Join a regular tweetchat9. Connect @name to others & use #hashtags10.Try to tweet near 120 to encourage sharing11.Use trackable Link Shorteners like bit.ly12. Share personal info, to show humanity
USE TWITTER TO JOIN CONVERSATION & MEET PEOPLE• Let them know you’re
listening by @mentions• Listen via lists &
dashboards• Broaden conversation
via #hashtags• Always give link to
amplify• Respond to people• Follow up, post-event• Find leaders & interact• When possible, meet in
… PERSON!
WHOM DO I FOLLOW?STRATEGIC FOLLOWER BASE
Start looking at Twitter Lists of your followersSubscribe to themCreate yr own public listsTrack who subscribes to them… They are yr superfans.
Follow accounts that will help you find people like you
1. Look at who’s listed on the twitter lists
2. Tweet at them. 3. Join tweetchats.4. Follow them5. Find influencers,
connect with them, have them notice you
6. Follow lists & others & tweet @ them
7. Create lists & tweet abt them
https://twitter.com/caravanstudios/dv-agencies
GET LISTED: TWITTER LISTS
Even better if they are influential! Make it easy for them (120 chars)
What makes this good?
Not overly self-promotionalgood balance of pointing to others
balanced tone/ humorElegant promotion of work
What makes this good?
Engaging lead-in w/questionSent from hootsuiteNOTE: 9 RT, 7 Faves
Make it a conversation, not
a sales pitch
Why do they suck?
Don’t Tweet Like CHERCHER.• Don’t tweet like Cher• Don’t make up
#uselesshashtags• Don’t spam via DM• Don’t call yourself a
rockstar or guru• Don’t put an emoticon or
exclamation mark after every tweet
• Don’t be self-referential in all your tweets
• Track click-thru using Bit.ly & do what works
• If yr going to RT something, READ IT first
• No need to sign yr tweets!
KEEP IT OPEN, LIVELY, PERSONAL• Find your network • Engage with them• BE RESPONSIVE• Keep it fresh• Exclusive value• Showcase images well• Connect by tagging• Hold campaigns• Link back to yr blog
USING SOCIAL MEDIA TO CONNECT AND ALSO TO:
•promote themselves and their work by announcing opportunity for audiences to engage with yr work
•Documenting the inside story: a "virtual studio" via Pinterest where visitors can see what they are looking at and thinking about (the images, films, music, etc that informs their sensibilities and (directly / indirectly) influences their work
Don’t be overly self-promotionalKeep balance of life, observations, responses &lification
Clearly drive ppl to yr blog & give them a way to opt-in/subscribe and share on every page
Turn off location if safety is an issue• These are default set to OFF
• Exclusive content only available via social• Don’t be overly self-promotional• Provide “backstage” access experience to you• Engage with your fans/followers• Make Sharing easy so your fans can help you spread the word• Use integrated tools, for a variety of presences on social graph• Run campaigns and contests• Don’t auto-feed to a tool• Provide an easy way to subscribe to your work• Showcase and document your process and inspiration• Engage in controversy • Listen to verticals via hashtags & dashboards• Be Enchanting, as Guy Kawasaki says.
Social: What to do & what NOT to do
• DO find a third party listening dashboard tool that you like such as NetVibes
• DO subscribe to Alerts about relevant topics• DO tag strategically, redundantly across many
channels• DO track your progress using social analytics tools
that help you track success • Don’t delete or Ignore negative feedback, address it• Don’t use your friends and followers for their
networks• Don’t only broadcast about your org, share stories
& respond• Don’t be a control freak: guide conversations• Don’t just expect someone will run your SM
channels, designate someone!
Now it’s time to talk TOOLS
How can you tell if they’re clicking?Bit.ly• Bit.ly
Customize, re-use & track
ListeningListening:While your top-down strategy is creating awareness, the content and conversation help people make decisions together. You need to hear those conversations.
Market yourself as a brand. Pick a short/consistent username -- Don’t forget your brand permutations
Make yr brand a hashtag (for ex #CHEN)
1. Find APPROPRIATE HASHTAGS2. Set in your account info3. Monitor lists4. Engage in the channels
Commun.it vs. Social Bro
Social Bro
All this plus you can search your follower base!
Use TAGS to serendipitously search for your peeps• Look for others using a tag you choose• Find what else those people bookmarked• Find other relevant tags• Packrati.us = Twitter + Delicious (you tweet, it bookmarks automatically)• Share your resources via social media• If you’re listening, you can learn new tags on twitter & search other networks
too
Hashtags? #DV #DomesticViolence #violence #VAW #techsummit13
Research and find tags from many communities related to your field
Participate in conversations that help you engage new audiences and strengthen your authority positions
Use tags to organizeInformation & grow diverse conversations
http://twubs.com/http://wthashtag.com/
OPTIMIZING SHARING IS THE POINT!
• Configure Tweetthis module to @mention yr org, not the tool’s name
• Create a list of friendly tweeters to DM & help u spread word• Use hashtags to broaden yr audience
• You can tag people, places, and pages in anything you share. You can also tag people in the text of FB posts or comments by using the @ symbol before typing
• Make Facebook sharing easy and configurable for yr fans• Social sharing not only after purchase, but also by anyone• Spend time; look at how each share is displayed in each
network• Use local language of each tool (no tweet-speak on FB)• Make tweets/URL short enough to have others RT and MT
A few good Dashboards:Use for listening,
NOT Broadcasting
HootsuitePros:•Good for listening, include tags, common misspellings, lists/groups•Allows us to follow multiple streams across many social media sites, creating specialized campaign and search tabs for various projects, events and organizations•Paid version gives downloadable reports for ROI information
Cons:• Free version won’t allow for multiple accounts or multiple users
TWEETDECKPros:
•Very easy to start on•Chrome Browser Extension•Free version is enoughCons:• Not as good for listening to tags
Combine images, YouTube, Tweets into a publishable story
Curate, Point to others, Save bookmarks & Share
• Don’t ever be afraid of having nothing to say: you can always Curate!
• Delicious & Packrati.us
• Use Scoop.It to help you find topical, relevant, reusable content
• Share it and content from others
• When in doubt, ReTweet and be generous with @replies
Find your own secret sauce
• Make sure you are actually IN all the channels you choose
• Don’t auto-feed into them• Embed complementary tools
Create your own combination• Figure out what your needs are, use a combination of tools• Don’t forget about mobile tweeting (Tweetdeck for multiple
accounts, channels mobile interface)• Many mobile clients have pic uploader installed in the app • Figure out a workflow that isn’t confusing to avoid Freudian Freudian
tweetstweets• When you don’t have anything to say: Curate, ReTweet, reply to
conversations using hashtags and Share widely• Think more about RETWEETS & amplification than followers
Who’s talking about you & what hashtags & FOLLOW!
Collaboration via community curationMake your work easy to
shareSee who favorites/sharesFind and follow themThey are yr network
Timing and Investment Needed
Blogs: 1-4 hours per postTwitter: 5-30 minutes a dayFacebook: 5-30 minutes a dayLinkedIn: 15-30 minutes, weeklyListservs: 30 minutes weeklyOther Groups: 30 minutes weeklyPhoto Uploads: 15 minutes weeklyVideos: 2-4 hours a weekCuration: 1 hour a week
Total Average Social Media Time: 90 minutes per day11 hours per week
Who has the time? 1. Respond to @mentions
2. Respond to DMs
3. RT someone
1. Look for sharable content
2. Reach out to new tweeps
3. Answer a question, amplify it.
1. Search & Follow 5 new ppl in yr area of interest
2. Invite a tweep to coffee3. Live-tweet an event4. Find & use 5 new hashtags5. Write a blog post & tweet link6. Join a tweetchat7. Run a tweetchat!
5 mins
20
mins
40 mins – 1 hour
• Upload a new image to your Facebook fan page and respond to comments on your page.
• Comment on Facebook pages where you want to be noticed (e.g. galleries, niche markets, and museums).
• Remember to comment as your page on other pages.• Add an event or campaign to your page.• Comment on someone else’s blog.• Respond to comments on your blog.• Recommend someone on LinkedIn and leave a
recommendation on a business page on Facebook.• Send one tweet and retweet two others from your Twitter
stream.• Find a new hashtag to listen to• Post-date three tweets using HootSuite or TweetDeck.• Organize FB photo albums
Contact Me.. Really!http://susantenby.com/@suzboop
http://www.slideshare.net/suzboop
http://npsocialmedia101.wikispaces.comnpsocialmedia101.wikispaces.com/