How to make buzz?


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How to make buzz?

  1. 1. CITIZEN ACT Opening MeetingWorkshop: How to make ‘buzz’?Wednesday, February 2nd 2011 Franck La Pinta - Romain Simonin
  2. 2. Mini survey > Who has ever hold a blog? > Who is using Twitter? > Who is not following CITIZEN ACT on Facebook?
  3. 3. Workshop 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
  4. 4. Wikiblogs reminder> Your ability to create “buzz” will be taken into account for 1/5 of your final rating!
  5. 5. SummaryI – The social media phenomenonII – Optimize content production and diffusion on social mediaAppendixes
  6. 6. I – The social media phenomenon
  7. 7. A huge phenomenon1 2 3 Social networks, In 2010, for the first Today, Facebook has blogs… account for time, Facebook has 600 million users 25% of the time overtaken Google in worldwide spent on the web terms of visits Source: Nielsen Source: Facebook Source: Compete
  8. 8. What is Social Media? 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 Internet Relationship Dialog Social Media 2.0 tools & Share technologies Creation Source : IAB
  9. 9. What is Social Media?Social media typology Publication Sharing and Social Network tools creation tools Wikipedia, Facebook, Blogs, microblogs YouTube, Flickr… Meetic… (Twitter, Tumblr…)To be efficient on Social Media, contents have to be useful, informative,or entertaining to generate engagement
  10. 10. What is buzz? Buzz V s. Influence Awareness Build a lasting (short term) relationship Communication Vs. Conversation Traditional communication Dialog, discussion model
  11. 11. New communication principles What you can’t do anymore What you have to do Impose your ideas Convince Retain an information Share information Ignore criticism Dialog, discuss Give orders Explain
  12. 12. II – Optimize content production and diffusion on social media
  13. 13. How social media can play a role in the “buzz”? 1 Social media are a new king of content filter… Sharing tools Search Web social engines Wikiblog Facebook, Twitter… Content spread to your network (“social graph”) Additional traffic “Google” Era “Social Media” Era 2 … and a new source of traffic: a link published on Facebook generates an average of 3 clicks in return
  14. 14. The web social to serve your wikiblogs objectives Wikiblog
  15. 15. How to define an editorial line?> 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
  16. 16. Rules to write a great article> 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
  17. 17. Example of a great article
  18. 18. Example of a great article Title with keywords Visual related to the subject of the article This article can be read in 1 minute Short paragraphs
  19. 19. Example of a great article Interactive content (YouTube content) Links to learn more
  20. 20. Promote your blog online> 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
  21. 21. Facebook Pages> A simple and efficient way to promote your content> People who “like” your page see your posts in their news feed Attention! -The user activity on Facebook (comments, likes…) will not be taken into account in the BuzzMeter -So you will have to incite your likers to visit your blog rather than staying on Facebook
  22. 22. Content diffusion on Facebook A message posted …then appears on the friends …and interactions on these contents1 2 3 will generates viral diffusion on a page… / likers news feed… Content sharing Viral diffusion Awareness Additional traffic
  23. 23. How to leverage Twitter? 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
  24. 24. What strategy for which network? Interest of the For what type Network Target Tools to use service of use? - Facebook Share Massive Content Mainstream - Faceboo audience promotion page - Tweet - Influencers - Content button - Simple tool Pro / Experts promotion - Twitter to watch - Watch account news - Networking - Contacts Pro / Experts Open Group - Recruitment - Personal - Discussions branding Diffusion / YouTube Mainstream Viral potential content channel promotion
  25. 25. Appendixes
  26. 26. x di en pp 24h on social media…A F ace book +700 000 on e e ts 50 m i llio n t w hed on p u b lis ods ual go o n v ir t li $ 1 m il n s o ld o dded e v e ry v id e o a 24h of n o m in u t e
  27. 27. x di en pp Social network, a young thing?A Facebook population Average age of Facebook user: 30 Twitter population Average age of Twitter user: 39 Average age of LinkedIn user: 44
  28. 28. x di en pp 1 – 9 – 90 principle on social mediaA > •1% of the users are content producers > •9% of the users interact on contents (comments, share, like…) > •90% of the users are part of the passive audience 1% of content producers 9% of contributors 90% of passive audience
  29. 29. x di en pp YouTube ChannelA > Host your video contents for free > Insert your video in your posts (embed)
  30. 30. x di en pp SlideShare.netA > Share your presentations (PowerPoint, PDF, …) on your blog
  31. 31. x di en pp NetvibesA > A watching tool allowing to aggregate a lot of news feeds… > …that you can offer to your audience as a public page
  32. 32. x di en pp Do you speak Twitter ?A Tweet : message of 140 DM = direct message. To characters maximum send a private message to a follower. Twittos : Twitter user # = hashtag. It’s a keyword on Twitter Follower : user who follows another user on Twitter #FF = Follow Friday. On Friday, you recommend some users to follow to your contacts Following : a user that you follow on Twitter RT = retweet. Similar to a “forward”. @+nom = at the beginning of the Allow to mention its source in a message, it’s an answer; in the tweet, message. it’s a mention
  33. 33. x di en pp How to use Twitter?A From the site… …your smartphone… …or a Twitter client Official service Mobile Apps Softwares allowing to manage E.g.: Seesmic, Twitter, several social network profiles Tweetdeck… E.g.: Seesmic, Tweetdeck…
  34. 34. x di en pp How to read a timelineA Twitter est un écosystème avec des spécificités et un jargon particulier.
  35. 35. x di en pp How to read a timelineA #TGV : the hashtag is the RT: putting RT at the beginning equivalent of the keyword on of your tweet (retweet), you Twitter. By clicking on it, you get all mention the source of the Here it is the author of the tweets that mentioned this message the original message hashtag This kind of link is a short url, useful to not exceed the @+username : the mentioned user will 140 charaters limit see this tweet in its « mention » section, allowing him to follow what is being said about him
  36. 36. x di en pp How to read a timelineA @+username : the mentioned user will see this tweet in its « mention » section, At the beginning of the message, it means allowing him to follow what is being said that the message is especially addressed about him to this user, even if the tweet remains public Remarques > The retweet use is very common on Twitter. It > A lot of online services allow to is THE feature that allow intersting and convert classic url into a short valuable contents to spread on the network url(e.g.:,…) (virality)
  37. 37. x di en pp Some useful tools & services for TwitterA • TwitterCounter TwitterSearch Search engine to browse the • Statistic tools to follow Twittoshpere. the performances on your Twiter account. Klout Tweetbeep Influence measurement tool from your Email alerts service based on keywords network and the influence f each that you can set in advance. one of your contacts
  38. 38. x di en pp Search operators on TwitterA 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 “keyword” posted from a specific date (year- -12-01 month-day) keyworduntil:2010- “keyword” posted until a specific date (year- 12-01 month-day) Source : ebook Comment tirer le meilleur parti de Twitter keywordsource:Tw “keyword” published from Tweetdeck eetdeck
  39. 39. Thank you !