making sense of social media - dansk netværks akademi-presentation-1706
TRANSCRIPT
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
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
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
– 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
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
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 / 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
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, [email protected]
Oren Shafir, Creative director, [email protected]
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.