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  • The idea behind social media is to participate in the flow of information. Successful CEOs do this through their brand so that people engage with their brand’s perspective.
  • Naomi Simson communicates her brand effectively through her profile and content pieces. The summary doesn’t have to be a CV. You can promote your aspirations for the future if that suits your agenda.
  • There is a significant piece of work to carry out here with HRS and Marketing and Public Relations.
  • The next best thing to being an influencer
  • The 4-1-1 RULE of Online Content Marketing - 1 self serving post to 1 Twitter retweet or 1 LinkedIn share and sharing of 4 external content pieces. Remember to write your own content too.
  • This is because not all followers or connections are reading your content all the time. Depending on how many people they are following there newsfeed is often very crowded. Only 15% of your audience will be checking their feed extensively (up to 7 times a day).
  • The media team does this for the University’s LinkedIn page. You could choose to often share content from UoN’s channels with a personal comment to your LinkedIn and Twitter.
  • This is also part of a significant corporatepiece we need to work on

JB digital_pr JB digital_pr Presentation Transcript

  • Top 60 CEOs on social media There has been a significant increase in the number of Fortune 500 CEOs joining LinkedIn Influencers program.
  • Writing core content Topics Scanning conversations Finding pockets of influence on these topics and following/connect ing with them on LinkedIn and Twitter Channels LinkedIn Connections Twitter Followers Content Twitter LinkedIn Audience Profiles How to amplify your brand Leverage a multiple channel approach
  • The University’s brand is your brand
  • You’re leveraging your LinkedIn network Friends Business Contacts Past colleagues Alumni
  • University website Facebook LinkedIn And managing a plethora of online properties University Blog Twitter Google +
  • With so much at play what is the formula for success?
  • It starts with your personal brand Build your profile
  • Put your brand front and centre Make yourself more easily found on LinkedIn search with a crisp, punchy headline describing what you do and where you work Research what your keywords are online
  • Tell your brand story Showcase the University and your career, highlighting personal and UoN accomplishments or merits in the Summary and Experience sections. You can use youtube videos, images, slides. TedX presentation? Staff image? Research reputation campaign image? Conference presentation?
  • Next up: your company brand Establish the University‟s Company Page
  • The University has invested in the Careers tab on LinkedIn and promotes the research reputation campaign and media content. The careers tab will be updated with the University‟s new EVP soon
  • Connect your Colleagues Increase the University‟s pages‟ visibility on LinkedIn by encouraging fellow employees to add their current position
  • Now you have a foundation Time to build a following
  • First leverage your existing outlets Tap into your brand networks
  • Connect your online properties Give your brand more opportunities to be found by the right people – Link the University LinkedIn page to the website and other social media platforms “Any time we have other forms of communication in other online properties we really need to look to see how we’re linking to LinkedIn” - Mike Cox, Senior Strategic Planner, Modea
  • Type your topics into this search bar on LinkedIn Find and Join LinkedIn Groups “Do a search and find the groups that are talking about the things that matter to you and the University. Join those groups and contribute.” – Gary Schirr, Social Media Professor
  • Group Discussions Key topics for Jon Borwein
  • Contribute in LinkedIn Groups Engage with active members in target Groups to gain thought leadership and build a reputation for your personal and University‟s brand
  • “ Be seen as somebody who’s a member and who cares and provides good advice – the benefits will accrue. – Gary Schirr, Social Media Professor, Radford University The primary benefit of us being on LinkedIn is to show thought leadership and to provide value to people in the space. – Alex Shamy, Head of Growth Marketing, Heyo
  • Influencers Choose which influencers you would like to follow; comment on their content, like or share Click on Interests under the top search bar Click on Influencers Click on All Channels Find Higher Education
  • Influencer Channels Choose which influencers you would like to follow (based on your topics and agenda); comment on their content, like or share
  • Now that you‟re posting a stream of quality content, promote through the network
  • Leverage your Colleagues Prompt coworkers to share updates through their personal networks, and drive increased exposure and engagement
  • Core Content • Establish a rough idea of the topics on your radar that you would like to engage others with on social media • Regularly scan the online environment (Twitter, Google, LinkedIn) for conversations you can join and be part of the information flow in social media. • Discover what your brand‟s perspective is on these topics • Establish thought leadership on topics associated with your area of expertise
  • LinkedIn Influencer • LinkedIn measures your social media engagement when evaluating your potential „influencer status‟. They look at your: – LinkedIn presence – Blog activity – Followers from this blog and other forms of social media e.g. twitter
  • Connect traffic to your LinkedIn profile from the research campaign
  • Research Stars Digital PR Integration Traffic SEO Social Media FB, TW and LI FB, TW, LinkedIn • UON Channels • Personal Channels Altmetrics up More visibility More traffic Paid Advertising Core Content • • • • • Research Campaign Research profiles The Conversation posts UON Newsroom UON Blog Publications and papers More research grants Strong UON brand
  • LinkedIn Connections • Do they live in my community? • Do we belong to the same group(s)? • Are they connected to someone I know? • Do we or have we worked in the same industry? • Do we share common hobbies, interests or causes? • Have they read or spread my content? • Have they included a personal note with the invitation?
  • Building an audience The technical know how
  • Tweet Tips • Always use a URL shortener • 140 characters but ideally under 100 so people can retweet • # are used to affiliate a tweet with a topic. Use # to try and promote a viral following for a specific topic • Engage followers and influencers by including @mention in your tweets that resonate with the influencer. Tweet + link + @mention + #topic
  • Sharing content from the source • Look for these icons circled • Make sure you are logged in to Twitter and LinkedIn on the device you are using (PC or Mobile) • The bird icon is Twitter • The „IN‟ icon is LinkedIn LinkedIn and Twitter share icons LinkedIn and Twitter share icons
  • When you click on the LinkedIn icon there is always an option to share to Twitter too. You can post to groups or individuals on LinkedIn Twitter has no targeting options you can only send to ALL followers
  • LinkedIn and Twitter share icons
  • Websites with no sharing icon (?)
  • First: Shorten the URL (login)
  • Second: visit your Twitter account Third: click on the composition icon Forth: paste the URL from Google Shortener: ‘Comment + URL + #topic’ (no tag chosen her Fifth: click Tweet
  • Retweeting When you follow a content source, their content will appear in your newsfeed. When you retweet you are passing this content onto your followers
  • Tweet Tips • It is good to have a mix of tweets, replies and retweets (41-1 rule helps you do this) – See example interactions and mentions in the twitter.com/Uni_Newcastle • Create a contest which asks followers to contribute – Popular Twitter chat examples - Blogging @MackCollier Sundays 9pm #blogchat and Trending business topics @samfiorella Wednesday 8pm • Learn who your influencers are and engage with them (retweet or share their content). Reach out to top sharers and perhaps be their guest blogger. The more you engage with your top influencers, the more they will continue to promote your content.
  • Messaging • Make sure you are contributing to conversations? • Build relationships, reciprocate • Engage and be engaged • Be part of the flow of information • Don‟t be repetitive • Know what your influencers are tweeting about and respond accordingly • Create VALUE, retweet material to be helpful to your network, but write your own material too • Tweets can be a mixture of educational and entertaining and soft/hard promotion
  • Following Tips • • • • • Import your contact databases Follow people your competitors are following Follow those your followers are following Search for experts in the field tweeting Establish a set of subjects you might be tweeting about and key terms used online – Scan Twitter or Google to find out the key terms being used use these as #topics • Spend some time trying out different searches and # that are relevant. When you find the people contributing most to the conversation, follow them. • Find people talking about the Uni, industry or subjects you are interested in • Try and follow back those following you • Read the tweets of those following you and search for keywords relevant to you
  • Followers • Becoming someone‟s follower accomplishes four goals: – You are identifying accounts that will be relevant and interesting to you, the Uni and the sector – You let people know you are on Twitter, and encourage them to follow you back – You associate yourself with a specific group of industry experts and thought leaders, demonstrate your interest in the space – You are getting to know influencers and they are getting to know you • Easier than starting a conversation at a cocktail party but remember the relationship can be paper thin. – Don‟t clutter your newsfeed if you don‟t like someone‟s content unfollow them
  • Following on Twitter Who do you want to start following? Create a list • • • • • • • • • Researchers Opinion leaders on topics related to your keywords LinkedIn influencers People in LinkedIn discussion groups Media, journalists (domestic and international) Business leaders Rupert Murdoch, Bill Gates Ministers University Networks – here and overseas Associations