social media intensive gotham writers 11.15.2014

@GothamWriters #SocialMedia Intensive

Instructor: Mo Krochmal

Nov. 15, 2014


“I realize there are a lot of reasons why people don’t spend the time on social media even though they know they should.

There are also plenty of reasons why people don’t work out, quit smoking or stop eating too much. You know, reasons like: I’m too busy with more important stuff, I don’t know what to say, I don’t understand the tools, I don’t see the value, and my favorite excuse: social media is for kids.

In order to find the time for social media, you need to see why it’s important, how it will change your life, how it will improve your business.”

– Michael Brenner, VP, Marketing, SAP, author of B2B Marketing Insider and contributor to Forbes.


“I think these things [social networks] are going to have some legs, and yet there’s a faddishness, a faddish nature about anything that basically appeals to younger people.”

Steve Balmer, then CEO of Microsoft (Oct. 24, 2007)

Two weeks later, Microsoft invested $240M in Facebook


Social Media Starts with You

The Digital You is born when

you create a social media profile.

Community is born when you connect your profile to others.

Great social media is human.


An estimated 2 billion people are using social media globally, or about 75 percent of all Internet users...

Except my mom...

Unless you are a Kardashian...

You will not be able to connect to all of them.


The Big Nine of social media are: Facebook YouTube Google Plus Soundcloud Twitter LinkedIn

Instagram Pinterest Tumblr


What you need to know:

You don’t need to be on all of them


“LinkedIn is for the people you know.

Facebook is for the people you used to know.

Twitter is for people you want to know.” – Unknown


The Audience

At its most elemental, your audience falls into one of these categories: Personal: friends Internal: peers External: clients


Communications Purpose To inform or gain information To persuade To inspire


Tone Good News Neutral News Bad News


Leadership Branding Engagement Learning


Risks Managing social capital. Who do you accept as

a friend? Work colleagues? Nonwork friends? Managing intellectual capital. What you share

matters. It’s forever in Library of Congress. Managing progress. Lots of free tools to

measure as well as new contacts, new ideas.


“Failing to plan is planning to fail” -- Alan Lakein, bestselling author,

How to Get Control of Your Time and Your Life


Social Media Success Plan a strategy How much time do you want to invest? What is your message? What actions do you want as a result? Establish and measure goals


Create Your Profile E-mail address is important Google


Start with a great photograph

Good Bad


“In January 2013, the number of Twitter users with 'social media' as part of their bio has grown to epic proportions. The list now tops 181,000 – up from a mere 16,000 when we first started tracking them in 2009, according to FollowerWonk.”

-- Adweek


Headline

Bio


The great accomplishments of man have resulted from the transmission of ideas and enthusiasm. Thomas J. Watson, CEO, IBM


Content Relevant, useful, interesting Easy to understand, and share Friendly, conversational and engaging Action oriented Consider your goals and how the content will

align with them Photos and video are important


“What we ultimately want to do… is digitally map the global economy. Our objective is to take a step back and allow capital, all forms of capital—intellectual capital, working capital, and of course human capital– to flow to where it can best be leveraged.”

– Jeff Weiner, LinkedIn CEO


Headline

Summary

Work history

Endorsements

Recommendations

Connections

Status updates

Your contact info


Headline

Summary

Work history

Endorsements

Recommendations

Connections

Status Updates

Your Contact info

Analytics

Personalize

Groups

Publisher

Follow

Search


LinkedIn for Organizations Company page Banner Content Update Keep the page active


Profiles


Instagram


“Images have the ability to connect people from all backgrounds, languages and cultures. They connect us to aid workers halfway across the world in Sudan, to entrepreneurs in San Francisco and even to events in our own backyards.”

– Kevin Systrom, co-founder


Profile Technical Connect Photos/Videos Captions Filters Hashtags Interact


Popular Pages

Most Instagrammed city

Most liked color

Fortune 500

Top 100 brands

Top Brand


New York

Blue

24 percent

43 percent

Victoria's Secret


35 million selfies posted though Oct. 17; New York is No. 2.

A 38 percent increase in likes for Instagrams with faces in them.


YouTube


“Before you start, you have to have a vision [or] you're just going to burn out. Ask yourself why you want to start your YouTube channel. You see these hate comments, and you get so much despair from it. Why you are doing it is going to help drive you to continue.”

-- Michelle Phan, YouTube Makeup Expert


Have a plan

Management challenge

Content distribution, rights

Title

Categories

Description

Contact information

Links

Unique


Popular Channels – VSauce


Popular Channels Vlog Brothers


Tumblr


“You used to have to appeal to a mass market to get a label to give you a chance, to get a film deal, to get a book deal. Now you can kind of just go for it. And even if you don't demand an audience of tens of millions of people, you can go out and do it and reach your audience of like 100 people, 1,000 people or 200,000 people.”

– David Karp, CEO, Tumblr


Themes Dashboard (7 icons) Limitations (10 photos, 5 minutes of video) Advantages Tags

social media intensive gotham writers 11.15.2014

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