Citizen act how to make buzz_2011_2012

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  • Citizen act how to make buzz_2011_2012

    1. 1. CITIZEN ACT - season 2011-2012 HOW TO MAKE ‘ BUZZ ’
    2. 2. _ 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 > > > >
    3. 3. I – The social media phenomenon
    4. 4. _ A huge phenomenon Social networks, blogs … account for 25% of the time spent on the web 1 Source: Nielsen Today, Facebook has 600 million users worldwide 2 Source: Facebook In 2010, for the first time , Facebook has overtaken Google in terms of visits 3 Source: Compete
    5. 5. Social Interactions, reactions and influences related to a content between individuals Media Web 2.0 technologies used to create, organize, modify or comment content by web user Source : IAB _ What is Social Media? > > Internet 2.0 tools & technologies Social Media Relationship Dialog Share Creation
    6. 6. Social media typology To be efficient on Social Media, contents have to be useful, informative , or entertaining to generate engagement _ What is Social Media? Publication tools Blogs, microblogs (Twitter, Tumblr …) Sharing and creation tools Wikipedia, YouTube, Flickr … Social Network Facebook, Meetic …
    7. 7. Buzz Influence Vs . Awareness (short term) Build a lasting relationship Traditional communication model Dialog, discussion _ What is buzz? Communication Conversation Vs .
    8. 8. 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
    9. 9. II – Optimize content production and diffusion on social media
    10. 10. Social media are a new king of content filter… 1 … and a new source of traffic: a link published on Facebook generates an average of 3 clicks in return 2 _ How social media can play a role in the “buzz”? Wikiblog Search engines “ Google ” Era Sharing tools W eb social Facebook, Twitter … Additional traffic Content spread to your network ( “ social graph ” ) “ Social Media ” Era
    11. 11. Wikiblog _ The web social to serve your wikiblogs objectives
    12. 12. 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? > > > > > >
    13. 13. 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 > > > > > >
    14. 14. _ Example of a great article
    15. 15. _ 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
    16. 16. _ Example of a great article Interactive content (YouTube content) Links to learn more
    17. 17. 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 > > >
    18. 18. <ul><li>A simple and efficient way to promote your content </li></ul><ul><li>People who “ like ” your page see your posts in their news feed </li></ul><ul><li>Attention! </li></ul><ul><li>The user activity on Facebook (comments, likes …) will not be taken into account in the BuzzMeter </li></ul><ul><li>So you will have to incite your likers to visit your blog rather than staying on Facebook </li></ul>_ Facebook Pages > >
    19. 19. Content sharing Viral diffusion Awareness Additional traffic … then appears on the friends / likers news feed… … and interactions on these contents will generates viral diffusion 2 3 _ Content diffusion on Facebook A message posted on a page… 1
    20. 20. 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 _ How to leverage Twitter? > > > > >
    21. 21. _What strategy for which network? Network Target Tools to use Interest of the service For what type of use? Mainstream <ul><li>Facebook Share </li></ul><ul><li>Facebook page </li></ul>Massive audience Content promotion Pro / Experts <ul><li>Tweet button </li></ul><ul><li>Twitter account </li></ul><ul><li>Influencers </li></ul><ul><li>Simple tool to watch news </li></ul><ul><li>Content promotion </li></ul><ul><li>Watch </li></ul>Pro / Experts Open Group <ul><li>Networking </li></ul><ul><li>Recruitment </li></ul><ul><li>Discussions </li></ul><ul><li>Contacts </li></ul><ul><li>Personal branding </li></ul>Mainstream YouTube channel Viral potential Diffusion / content promotion
    22. 22. Appendixes
    23. 23. 24h of video added every minute on +700 000 on Facebook 50 million tweets published on $1 million virtual goods sold on Appendix _ 24h on social media …
    24. 24. 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? Appendix
    25. 25. <ul><li>1% of the users are content producers </li></ul><ul><li>9% of the users interact on contents (comments, share, like …) </li></ul><ul><li>90% of the users are part of the passive audience </li></ul>90% of passive audience 1% of content producers 9% of contributors 1 – 9 – 90 principle on social media Appendix > > >
    26. 26. Host your video contents for free Insert your video in your posts (embed) _ YouTube Channel Appendix > >
    27. 27. Share your presentations (PowerPoint, PDF, …) on your blog _ SlideShare.net Appendix >
    28. 28. A watching tool allowing to aggregate a lot of news feeds… … that you can offer to your audience as a public page _ Netvibes Appendix > >
    29. 29. 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 ? Appendix
    30. 30. 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? Appendix
    31. 31. Twitter est un écosystème avec des spécificités et un jargon particulier. _ How to read a timeline Appendix
    32. 32. #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 _ How to read a timeline Appendix
    33. 33. 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…) _ How to read a timeline Appendix @+username : the mentioned user will see this tweet in its « mention » section, allowing him to follow what is being said about him > >
    34. 34. <ul><li>TwitterCounter </li></ul><ul><li>Statistic tools to follow the performances on your Twiter account. </li></ul>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 Twitter Appendix
    35. 35. Source : ebook Comment tirer le meilleur parti de Twitter _ Search operators on Twitter Appendix 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 #Keyword Search 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 Tweetdeck

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