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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.
  • 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

stuff Presentation Transcript

  • 1. Top 60 CEOs on social media There has been a significant increase in the number of Fortune 500 CEOs joining LinkedIn Influencers program.
  • 2. Profiles Twitter LinkedIn Audience LinkedIn Connections Twitter Followers Content Writing core content Topics Scanning conversations Finding pockets of influence on these topics and following/connect ing with them on LinkedIn and Twitter Channels Leverage a multiple channel approach How to amplify your brand
  • 3. The University’s brand is your brand
  • 4. Past colleagues Friends Business Contacts Alumni You’re leveraging your LinkedIn network
  • 5. And managing a plethora of online properties University website University Blog LinkedIn Twitter Google + Facebook
  • 6. With so much at play what is the formula for success?
  • 7. It starts with your personal brand Build your profile
  • 8. 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 Caroline McMillen Biomedical researcher and higher education leader at University of Newcastle
  • 9. 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?
  • 10. Let Your Network Speak for You Build your reputation with endorsements and recommendations from colleagues, researchers, business contacts, LinkedIn group specialists. Use skills and expertise keywords from profile
  • 11. Next up: your company brand Establish the University‟s Company Page
  • 12. Connect your company page to your personal page Caroline McMillen “As an institution that is making its mark on the global stage, we are characterised by people who are willing to change the status quo and transform their fields of practice.”
  • 13. Connect your Colleagues Increase the University‟s pages‟ visibility on LinkedIn by encouraging fellow employees to add their current position
  • 14. Now you have a foundation Time to build a following
  • 15. First leverage your existing outlets Tap into your brand networks
  • 16. 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
  • 17. 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 Type your topics into this search bar on LinkedIn
  • 18. Group Suggestions • Higher education teaching and learning • Leadership think tank • Innovative learning and education innovators • Clinical research professionals • Biomedical engineering • Inside Higher Education – the new conversation
  • 19. 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
  • 20. 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
  • 21. 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
  • 22. Influencer Channels Choose which influencers you would like to follow; comment on their content, like or share
  • 23. Now that you‟re posting a stream of quality content, promote through the network
  • 24. Leverage your Colleagues Prompt coworkers to share updates through their personal networks, and drive increased exposure and engagement
  • 25. Finally, don‟t stop iterating Measure and refine
  • 26. 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 • Thought leadership topics – Research funding – Corporate planning – MOOCs – Rankings – Women in leadership – Equity and excellence – Healthy workforce
  • 27. Content pulled from „From the VC‟s Desk‟ which is half way there
  • 28. Goal: 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
  • 29. Lets look at using this area on our website to aggregate your social media engagement from our Website, Blog, LinkedIn and Twitter. Aim: Aggregate social media engagement and foster traffic back and forth from LinkedIn to our website. Features on this page: Your Twitter feed Rss feed from • The Conversation • LinkedIn influencers you want to partner with UoN LinkedIn feed Staff on LinkedIn scroller
  • 30. Building an audience The technical know how
  • 31. 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 – Vicki often does the @mention at the start which excludes her other followers. There is a private message option on Twitter which is a better option. Take a look at how Andrew Dempster used @mention. You need to be apart of the flow of information from one source to your audience. – Tweet events but include an action, some information or a quote – always question the value – Ian O‟Connor is often tweeting about events. He should contribute more to the conversation. A little self promotion is good but if your entire history is about you then you have got it wrong. 4-1-1 rule by the Content Marketing Institute. For every 1 self servicing tweet, retweet 1 relevant tweet and share 4 pieces of relevant content written by others. Most websites enable you to share their content.
  • 32. LinkedIn and Twitter share icons LinkedIn and Twitter share icons 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
  • 33. 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
  • 34. LinkedIn and Twitter share icons
  • 35. Websites with no sharing icon (?)
  • 36. First: Shorten the URL (login)
  • 37. 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
  • 38. 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
  • 39. • It is good to have a mix of tweets, replies and retweets (4- 1-1 rule helps you do this) – David Battersby, Andrew Dempster and Vicki Thomson are the only people profiled who retweeted or shared content – 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. – Vicki‟s influencers are Andrew Dempster (667 followers) , Joanna Mather AFR reporter, The Conversation, Kevin Rudd and a few MPs. Tweet Tips
  • 40. 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 – Jan Thomas has often tweeted several times in a row about the same thing – Andrew Dempster tweets are varied – Vicki Thomson has a lot of emphasis on politics at the moment • 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 – Vicki Thomson is often retweeting or sharing other information and not writing her own material • Tweets can be a mixture of educational and entertaining and soft/hard promotion (come to Open Day vs. register for Open Day or download the schedule)
  • 41. 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
  • 42. 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
  • 43. Following on Twitter Who do you want to start following? Create a list • University newsrooms • Media, journalists (higher ed and overseas) • Business leaders Rupert Murdoch, Bill Gates • Ministers • University Networks – here and overseas • Associations • LinkedIn influencers • People in LinkedIn discussion groups
  • 44. Twitter proviso • Vice-Chancellor of @uni_newcastle. #HigherEd, #Research, #Leadership, #Equity. All views are my own. Retweets not necessarily endorsements. • Wall paper – NeW Directions art?
  • 45. 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?