citizen act how to make buzz_2011_2012

CITIZEN ACT – season 2011-2012

CITIZEN ACT - season 2011-2012HOW TO MAKE ‘BUZZ’


_ Presentation objectives

> Understand the social media phenomenon

Be aware of the tools that can help you to make some “buzz”

>

Optimize content production and diffusion on your wikiblog>

> Learn to leverage social media beyond the CITIZEN ACT game


I – The social media phenomenon


Social networks,

blogs… account

for 25% of the

time spent on

the web

11

Source: Nielsen

Today, Facebook has

600 million users

worldwide

22

Source: Facebook

In 2010, for the first

time, Facebook

has overtaken

Google in terms of

visits

33

Source: Compete

_ A huge phenomenon


SocialInteractions, reactions and influences related to a content between individuals

MediaWeb 2.0 technologies used to create, organize, modify or comment content by web user

Source : IAB

>

>

Internet

2.0 tools & technologies

Social Media

Relationship

Dialog

Share

Creation

_ What is Social Media?


Social media typology

Publication tools

Blogs, microblogs

(Twitter, Tumblr…)

Sharing and creation tools

Wikipedia, YouTube, Flickr…

Social Network

Facebook, Meetic…

To be efficient on Social Media, contents have to be useful, informative, or entertaining to generate engagement

_ What is Social Media?


Buzz InfluenceVs.

Communication

ConversationVs.

Awareness(short term)

Build a lasting relationship

Traditional communication

model

Dialog, discussion

_ What is buzz?


What you can’t do anymore

Impose your ideas

Retain an information

Ignore criticism

Give orders

What you have to do

Convince

Share information

Dialog, discuss

Explain

_ New communication principles


II – Optimize content production and diffusion on social media


Social media are a new king of content filter…11

… and a new source of traffic: a link published on Facebook generates an average of 3 clicks in return

22

Wikiblog

Search engines

“Google” Era

Sharing tools

Web socialFacebook, Twitter…

Additional traffic

Content spread to your network (“social graph”)

“Social Media” Era

_ How social media can play a role in the “buzz”?


Wikiblog

_ The web social to serve your wikiblogs objectives


> What is the aim of your wikiblog?

What ton to adopt?

What development strategy

Publication rythm and organization between team members

Content typology (articles, interviews, videos, photo reports…)

Produce content with sharing potential

>

>

>

>

>

_ How to define an editorial line?


> Choose a title that is impacting, with keywords in it

Avoid too long sentences and makes short paragraphs

Don’t write too long articles (< 1 min 30 to read)

Make your articles be pleasant to read (add photos, videos)…

Insert links towards sme definitions, an other blog, one of your sources… and of course your own articles!

Involve yor readers and rewards their contribution

>

>

>

>

>

_ Rules to write a great article


_ Example of a great article



Title with keywords

Visual related to the subject of the

article

Short paragraphs

This article can be read in 1

minute



Interactive content (YouTube content)

Links to learn more


> Post comments on blogs, forums, or Facebook pages related to your wikiblog theme and share your URL, to promote your blog

Insert your wikiblog’s URL in your email signature

Share your articles using social sharing tools

>

>

_ Promote your blog online


> A simple and efficient way to promote your content

People who “like” your page see your posts in their news feed

Attention!

-The user activity on Facebook (comments, likes…) will not be taken into account in the BuzzMeter

-So you will have to incite your likers to visit your blog rather than staying on Facebook

>

_ Facebook Pages


Content sharingContent sharing Viral diffusionViral diffusion AwarenessAwareness Additional trafficAdditional traffic

…then appears on the friends / likers news

feed…

…and interactions on these contents will generates viral

diffusion

A message posted on a

page…

11 22 33

_ Content diffusion on Facebook


A simple and efficient tool…

…to watch a specific thematic

…to reach a target made of pros, experts and influencers

>

>

A few advices

Pay attention to your profile biography

Follow the right persons

Don’t hesitate to post important message several times at key moments

>

>

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_ How to leverage Twitter?


Network Target Tools to useInterest of the service

For what type of

use?

Mainstream

- Facebook Share

- Facebook page

Massive audience

Content promotion

Pro / Experts

- Tweet button

- Twitter account

- Influencers- Simple tool

to watch news

- Content promotion

- Watch

Pro / Experts Open Group- Networking- Recruitment- Discussions

- Contacts- Personal

branding

MainstreamYouTube channel

Viral potentialDiffusion / content promotion

_What strategy for which network?


Appendixes


24h of video added

every minute on

+700 000 on Facebook

50 million tweets

published on

$1 million virtual goods

sold on

Appen

dix

_ 24h on social media…


Average age of Facebook user:

30

Average age of Twitter user: 39

Average age of LinkedIn user: 44

Facebook population

Twitter population

_ Social network, a young thing?App

endi

x


90% of passive audience

1% of content producers

1% of the users are content producers

9% of the users interact on contents (comments, share, like…)

90% of the users are part of the passive audience

9% of contributors

1 – 9 – 90 principle on social media

>

>

>

Appen

dix


> Host your video contents for free

Insert your video in your posts (embed)>

_ YouTube ChannelApp

endi

x


Share your presentations (PowerPoint, PDF, …) on your blog>

_ SlideShare.netApp

endi

x


A watching tool allowing to aggregate a lot of news feeds…

…that you can offer to your audience as a public page

>

>

_ NetvibesApp

endi

x


Tweet : message of 140 characters

maximum

Follower : user who follows another user on

Twitter

DM = direct message. To send a private message to

a follower.

# = hashtag. It’s a keyword on Twitter

@+nom = at the beginning of the message, it’s an answer; in

the tweet, it’s a mention

RT = retweet. Similar to a “forward”. Allow to mention its

source in a message.

#FF = Follow Friday. On Friday, you recommend some

users to follow to your contacts

Twittos : Twitter user

Following : a user that you follow on Twitter

_ Do you speak Twitter ?App

endi

x


From the site twitter.com…

Official service

…your smartphone…

Mobile Apps

E.g.: Seesmic, Twitter, Tweetdeck…

…or a Twitter client

Softwares allowing to manage several social

network profiles

E.g.: Seesmic, Tweetdeck…

_ How to use Twitter?App

endi

x


Twitter est un écosystème avec des

spécificités et un jargon particulier.

_ How to read a timelineApp

endi

x


#TGV : the hashtag is the equivalent of the keyword on Twitter. By clicking on it, you

get all the tweets that mentioned this hashtag

This kind of link is a short url, useful to not exceed the 140 charaters limit

RT: putting RT at the beginning of your tweet

(retweet), you mention the source of the message

@+username : the mentioned user will see this tweet in its « mention »

section, allowing him to follow what is being said about him

Here it is the author of the original

message


endi

x


At the beginning of the message, it means that the message is especially

addressed to this user, even if the tweet remains public

Remarques

The retweet use is very common on Twitter. It is THE feature that allow intersting and valuable contents to

spread on the network (virality)

A lot of online services allow to convert classic url into a

short url(e.g.: bit.ly, tiny.cc…)

>>


endi

x

@+username : the mentioned user will see this tweet in its « mention »

section, allowing him to follow what is being said about him


TwitterCounter

Statistic tools to follow the performances on your Twiter account.

TwitterSearch

Search engine to browse the Twittoshpere.

Klout

Influence measurement tool from your network and the influence f each one of your contacts

Tweetbeep

Email alerts service based on keywords that you can set in advance.

_ Some useful tools & services for TwitterApp

endi

x


Request Type of search

Key words “key” AND “words” (search by default)

“Key words” Search on the precise expression

Key OR word Search on “key” or “word” or both

#KeywordSearch on every tweet mentioning this

hashtag

from:user Messages sent by a user

to:user Messages sent to a user

@user Reference to the user

keywordsince:2010-12-01

“keyword” posted from a specific date (year-month-day)

keyworduntil:2010-12-01

“keyword” posted until a specific date (year-month-day)

keywordsource:Tweetdeck

“keyword” published from TweetdeckSource : ebook Comment tirer le meilleur parti de Twitter

_ Search operators on TwitterApp

endi

x

citizen act how to make buzz_2011_2012

Technology

web social

social media typology

content diffusion

social interactions

social sharing tools

flickr social network

content producers

ithe social media phenomenon