star tau new media manual
TRANSCRIPT
11/1/2012
“A method to the madness” |Michael Fisch & Viktoriya Prudnikova
STARTAU TEL AVIV
UNIVERSITY
ENTREPRENEURSHIP
CENTER
NEWMEDIA MANUAL
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Table of Contents:
I. Basics
A. Administrative information (Usernames and Passwords)
II. Google
A. How to do market research
III. Facebook
A. How to make effective posts
B. Understanding insights
C. Maintaining the conversation
IV. Startau.org
A. Editing
V. Wix- new website
VI. Twitter/Tweetdeck
A. How to make effective posts
VII. Meetup
VIII. Linkedin
IX. Daily Agendas and Monthly Agendas
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I. Basics
A. Administrative information (Usernames and Passwords)
Facebook (StarTau NewMedia & Pages)
o Username: [email protected]
o Password: startau007
TweetDeck & Twitter
o Username: [email protected]
o Password: startau007
StarTau.org (http://www.startau.org/admin/default/login)
o Username: Demo
o Password: Demo
WiX
o Name: int162
o e-mail: [email protected]
o Password: startau007
Meetup (http://www.meetup.com/StarTau/)
o Username & Password: Create your own profile and asked to be added to
the group by existing members and given administrative capabilities.
II. Google:
A. How to do market research
Use specific key words and phrases to find groups, pages and people related to
entrepreneurship.
o Words like… startups, business, hi-tech/high tech, entrepreneurship,
innovation, invest, venture capital, angel investors, accelerators,
incubators, hubs, developers etc.
o Combined into phrases with other words like…Israel, Tel Aviv, US and
Israel etc.”
After selecting a company, group, blog to research, check to see how active the
website is by identifying positing dates of their latest articles, events etc.
If it’s a Facebook group…How many likes, followers and members does it have?
Hint: the more likes, followers and members the better
III. Facebook:
A. How to make effective posts
For events, write 2-3 sentences citing what the post is about, especially if it’s an
event. If you’re sharing an interesting story or any type of content for the
timeline, keep the description down to a minimum (1 sentence max) and in some
cases just attach the link to the article and an abstract will automatically pop up
in the attachment.
If you can attach a picture do it, unless the picture is irrelevant to the post/event
and is low resolution.
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Take a look at the examples below.
If you notice the post on the left hand side, I made a post thanking an IBW
participant for writing an article about the program…A simple thanks with a link
attached.
In the post on the right side of the timeline, I just added a link to an interesting
article about entrepreneurship.
You can also notice that the article on the left reached a much larger crowd than
the other post. On Facebook Insights you can learn specific stats about that post.
B. Understanding Facebook Insights
In the pictures below, you can see a log of all the posts, events and any type of
content that has been posted on the StarTau timeline. This log can be found on
Insights.
By clicking on the columns you can sort the posts by date, reach, virality and
more.
FYI, when you click on the numbers under reach a graph will pop up and give
you details about the number of users who have seen the post. Virality %
represents the number users who engaged in the post by liking it, commenting or
sharing it divided by the total number of people who have seen the post.
o Virality % = (# of people liking, commenting, sharing / Total # of
organic users)
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o
o
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o In the picture below, you can also see a nice graph showing the trend of
data over time. To download as an Excel spreadsheet and make statistical
inferences click “Export Data”
o
o Here are some examples of graphs and data that can be drawn from such data:
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C. Maintaining the conversation
It is vital to maintain a conversation online about StarTau’s services and current
activities. When logged into the NewMedia account, check any unread messages,
posts to the timeline and friend requests.
StarTau Mafia- This group was created to increase the speed of communication
between StarTau staff on Facebook. When you make a post on the StarTau
timeline, also post within the group that you need likes along with a link to your
post. See below for example. You can find the StarTau Mafia group under
groups…Notice the first few posts, you can also tell who has seen you post.
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IV. StarTau.org
A. Editing
This is a picture of what the admin login looks like:
o
o Landing pages are used to build guest lists for events. To edit current landing pages click on Manage
Landing Page.
o To create a new one click Create Landing Page
o When managing Team Members, Articles, Events, Banners, Sponsors and Pages make sure to make
you additions “Active.” This may include simply clicking a box labeled active or entering the number
1 into the designated space. By doing the latter you make new pages, team members (etc) active and
will be able to be seen on the website.
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o
o It would be wise to have startau.org open in a separate tab along with the admin page to check if your
changes are working.
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V. WiX:
1. Wix Support Center http://www.wix.com/support/main/html5/ - find answers for
all your questions
2. So you already have the template and all site built. You just need to update it and
edit.
3. Feel free to change it but not so much - it is already perfect.
4. There is a building panel on the left side of the page – so basically it is everything
you need:
Pages. You can add | delete pages, change names, work with settings and SEOs.
Design. It is all about backgrounds, colors and fronts.
Add tool. Everything new you need to put on your web comes from here. Buttons, links, pictures,
videos, texts and social applications. Inside each issue you can choose form needed and change the
style.
Settings. Working with statistics and marketing.
App market. It is a market) I have never used it so this chapter is for you to fill in.
To change every element – just double click on it and here we go – settings!
Never forget to use “Learn more” button – it has every manual you might need.
EXAMPLES To add text – Add – Text – Paragraph – DONE!
To add picture – Add – Image – Image (or whatever) – double click on appeared
chamomile – choose from “my image” or “upload image” – DONE!
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To add video – Add – Media – Video – Double click on template – Video URL – Post your link from
YouTube – DONE!
To add link – Add – Buttons and menus – Whatever Button – Double click on appeared “button” –
Link to – Choose type of link (page/web/email/doc) – Change the name from button settings – DONE!
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VI. TweetDeck
A. How to make effective Tweets
The main idea is to broadcast a concise message and reach as great an audience
as possible. Since you are limited to a small number of characters because of
twitter, constructing effective tweets takes a bit of creativity.
To reach a large audience we attached hashtags (#) to the end of the message so
that Twitter users will see the tweet when searching for it. This means attaching
words that our target audience is likely to be searching, following and interested
in. Take a look at the picture below for reference:
It’s important to consider how much space will be taken up by the links you
attach because it restricts space to add hashtags.
Two hit two birds with one stone, you can also send the tweet to our Facebook
pages:
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Notice the page icons highlighted in blue (@StarTau_En & StarTau Facebook)
VII. Meetup: http://www.meetup.com/StarTau/
Meetup is a great tool for creating and managing events (like GNF, Pitch Nights
etc.)
As part of being an administrator/event organizer on Meetup, your job is to bring as many people to
events as possible. Here is what the main interface looks like:
It’s important to know that you should invite all members of the group to the
events and take note of people that have attended previous events.
There are some events that require specific information like phone numbers,
email and other contact information. For these events it is better to create a
Landing page on the main website and direct participants to sign up there so that
we can keep track of them.
To schedule a Meetup, go to group tools and select “Schedule Meetup”
After an event, pay attention to the comment and feedback from participants.
This will help you know what was good and not so good about the event so you
can replicate and improve for future events.
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VIII. LinkedIn (http://www.linkedin.com/company/startau-tel-aviv-university-entrepreneurship-
center )
LinkedIn is a great resource for spreading knowledge of our events and services
as well.
Take advantage of all the groups we are associated with. Here are some examples
of groups you should join: Friends of the European Union, Hi Tech Israel Leader
Jobs, Israel Entrepreneur Network (10k+), Social Media Monitoring, Sofaer
International MBA, Tel Aviv Entrepreneur Meetup – www.tech-scene.co.il,
Israel Elit Technologies Industries Workers Association (ETI), Venture Capital
Café etc.
Find groups that are associated with entrepreneurship, Israel, Tel Aviv and join
them. This allows you to create discussions which are selling points for
communicating our services, events and StarTau brand image.
IX. Daily Agendas and Monthly Agendas
A. Daily Agenda:
Every day you should make a post containing entrepreneur related content.
Every week you should make a post about StarTau activities, events, courses or
programs StarTau is participating
B. Monthly Agenda:
Once a month you should take a look at the Facebook insights, Google Analytics
and any other statistical information you can gather from your social media
platforms and create a profile of StarTau’s current status.
This is essential to measuring the success of StarTau’s online presence
o This report doesn’t have to be too official, you should just know what
key statistics are important to talk about. These include current trend in
Facebook likes, Fans of Friends, Virality of the web page,
geo/demographic information about who’s viewing the webpage etc.