1
Social Media Social Networks




                     Twitter HashTag :VFHBSS




laurelpapworth.com
                     ...
Social Media Social Networks


                                             Laurel Papworth


           •slides at http:/...
Social Media Social Networks




laurelpapworth.com
                                                    4
Social Media Social Networks




                     http://laurelpapworth.com/courses
laurelpapworth.com
               ...
10 mins




       Opening Exercise
Exercise
Table selects a Tribe Name
Make a list of social media questions - at least 5...
15 mins




    Online Communities
Social Media Guidelines and Legal Concerns




                                        ...
Social Media Social Networks




laurelpapworth.com
                                                    8
Social Media Social Networks




                          email policies
                     use of internet at work
   ...
Social Media Social Networks




             Topics or guidelines for discussion

             * Standards of Integrity a...
Social Media Social Networks




        private opinion or
        public defamation?




             Invisible
        ...
Social Media Social Networks




                     Prospective Staff




laurelpapworth.com
                           ...
10 mins




     Guidelines Exercise
Exercise: Reasons for and against blocking social
media at the firewall.
Who has guide...
15 mins




Social Media Campaigns
What is Twitter?
Brand Reputation in real time
Twitter Campaigns vs Strategies
Tactics ...
Social Media Social Networks




laurelpapworth.com
                                                    15
Social Media Social Networks




                     LANDING




laurelpapworth.com
                                     ...
Social Media Social Networks




                     SOCIAL MEDIA: TWITTER




laurelpapworth.com
                       ...
Social Media Social Networks




                       WHAT IS TWITTER?
            Facebook Status Updates
            -...
Social Media Social Networks



                         CONTEXT




laurelpapworth.com
                                  ...
Social Media Social Networks




laurelpapworth.com
                                                    20
Social Media Social Networks




laurelpapworth.com
                                                    21
Social Media Social Networks



                     INFLUENCER LIST




laurelpapworth.com
                              ...
Social Media Social Networks



                     INFLUENCER LIST




laurelpapworth.com
                              ...
Social Media Social Networks



                     INFLUENCER LIST




laurelpapworth.com
                              ...
Social Media Social Networks



                     INFLUENCER LIST




laurelpapworth.com
                              ...
Social Media Social Networks




laurelpapworth.com
                                                    23
Social Media Social Networks




            Exercise

            Who are your industry influencers?

            Bloggers...
15 mins




             Social Ads
Facebook Ads
Twitter Social Spam




                                    25
Social Media Social Networks


                     Return on Investment for Marketing Dollar
   •Loyalty ROI: Online comm...
Social Media Social Networks




laurelpapworth.com
                                                    27
Social Media Social Networks




 Steps
 1. Listen, Monitor, Influencer list, rituals
 2. Create content, videos, blog post...
Social Media Social Networks




                     Pay per Click
                     Per per 1000



laurelpapworth.co...
Social Media Social Networks




laurelpapworth.com
                                                    30
Social Media Social Networks




laurelpapworth.com
                                                    30
Social Media Social Networks




laurelpapworth.com
                                                    30
Social Media Social Networks




laurelpapworth.com
                                                    31
15 mins




    Social Measurement
Facebook Insights
What to Measure




                               32
Social Media Social Networks




                     Measure
   • Reach - how many people saw your stuff?
   • Exposure -...
Social Media Social Networks




laurelpapworth.com
                                                    34
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Social media small medium businesss masterclass.key

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Social media for small and medium business - a small subset of the one day courses I run for Government and Industry roadshows to small to medium size businesses.

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Transcript of "Social media small medium businesss masterclass.key"

  1. 1. 1
  2. 2. Social Media Social Networks Twitter HashTag :VFHBSS laurelpapworth.com 2
  3. 3. Social Media Social Networks Laurel Papworth •slides at http://slideshare.net/silkcharm •delicious http://delicious.com/lpapworth/ sep2010 •blog at http://laurelpapworth.com •email laurel@laurelpapworth.com •phone +61 (0)432 684992 •Twitter @SilkCharm •iTunes Social Media Business podcast reference laurelpapworth.com 3
  4. 4. Social Media Social Networks laurelpapworth.com 4
  5. 5. Social Media Social Networks http://laurelpapworth.com/courses laurelpapworth.com 5
  6. 6. 10 mins Opening Exercise Exercise Table selects a Tribe Name Make a list of social media questions - at least 5 Tribe chooses one of the questions Tweet that question using #Tag (on table) 6
  7. 7. 15 mins Online Communities Social Media Guidelines and Legal Concerns 7
  8. 8. Social Media Social Networks laurelpapworth.com 8
  9. 9. Social Media Social Networks email policies use of internet at work copyright and IP archive of personal info future and ex staff holidays and private time mobile phone policies laurelpapworth.com 9
  10. 10. Social Media Social Networks Topics or guidelines for discussion * Standards of Integrity and Conduct * Personal responsibility * Confidential information * Personal information * Copyright and trademarks * Conflicts of interest * Be yourself * Respect your colleagues and audience * Be accurate * Converse and give feedback * Priority of regular work commitments * Media inquiries laurelpapworth.com 10
  11. 11. Social Media Social Networks private opinion or public defamation? Invisible Audience laurelpapworth.com 11
  12. 12. Social Media Social Networks Prospective Staff laurelpapworth.com 12
  13. 13. 10 mins Guidelines Exercise Exercise: Reasons for and against blocking social media at the firewall. Who has guidelines and how are they working for them? Tweet a Tribe concern 13
  14. 14. 15 mins Social Media Campaigns What is Twitter? Brand Reputation in real time Twitter Campaigns vs Strategies Tactics - Conversation Diary, Steps 14
  15. 15. Social Media Social Networks laurelpapworth.com 15
  16. 16. Social Media Social Networks LANDING laurelpapworth.com 16
  17. 17. Social Media Social Networks SOCIAL MEDIA: TWITTER laurelpapworth.com 17
  18. 18. Social Media Social Networks WHAT IS TWITTER? Facebook Status Updates - Testimonials - Social Search - Distribution of links RT/bit.ly - Conversations @replies - #tags turn everything into a #link Breaking News, new Google, Marketing Intelligence laurelpapworth.com 18
  19. 19. Social Media Social Networks CONTEXT laurelpapworth.com 19
  20. 20. Social Media Social Networks laurelpapworth.com 20
  21. 21. Social Media Social Networks laurelpapworth.com 21
  22. 22. Social Media Social Networks INFLUENCER LIST laurelpapworth.com 22
  23. 23. Social Media Social Networks INFLUENCER LIST laurelpapworth.com 22
  24. 24. Social Media Social Networks INFLUENCER LIST laurelpapworth.com 22
  25. 25. Social Media Social Networks INFLUENCER LIST laurelpapworth.com 22
  26. 26. Social Media Social Networks laurelpapworth.com 23
  27. 27. Social Media Social Networks Exercise Who are your industry influencers? Bloggers, Twitterers, Journoggers laurelpapworth.com 24
  28. 28. 15 mins Social Ads Facebook Ads Twitter Social Spam 25
  29. 29. Social Media Social Networks Return on Investment for Marketing Dollar •Loyalty ROI: Online community participants visit a site 9x more often and stay 5x as long (Source: McKinsey) •Brand ROI: 4x un-aided brand recall vs a search engine (Source: NFO) •Acquisition ROI: Attract customers at $0-10 vs. $10-$400 per customer acquisition in traditional marketing venues •Support ROI: Community support services are 5x-10x more cost effective than phone support •Offline - 20.3% of online community members Liveworld laurelpapworth.com 26
  30. 30. Social Media Social Networks laurelpapworth.com 27
  31. 31. Social Media Social Networks Steps 1. Listen, Monitor, Influencer list, rituals 2. Create content, videos, blog post, mostly “voice” 3. Discuss - conversation diary, show expertise & help 4. Promote - apps, games, campaigns, ask for input 5. Measure - exposure, reach, velocity, sentiment, apps laurelpapworth.com 28
  32. 32. Social Media Social Networks Pay per Click Per per 1000 laurelpapworth.com 29
  33. 33. Social Media Social Networks laurelpapworth.com 30
  34. 34. Social Media Social Networks laurelpapworth.com 30
  35. 35. Social Media Social Networks laurelpapworth.com 30
  36. 36. Social Media Social Networks laurelpapworth.com 31
  37. 37. 15 mins Social Measurement Facebook Insights What to Measure 32
  38. 38. Social Media Social Networks Measure • Reach - how many people saw your stuff? • Exposure -how many people read conversations? • Velocity - how fast did it move through networks? • Sentiment - how (un)popular was your brand? • Adapt - recommendation value • Ecosystem - developers laurelpapworth.com 33
  39. 39. Social Media Social Networks laurelpapworth.com 34
  40. 40. Social Media Social Networks laurelpapworth.com 34
  41. 41. Social Media Social Networks laurelpapworth.com 34
  42. 42. Social Media Social Networks laurelpapworth.com 35
  43. 43. Social Media Social Networks laurelpapworth.com 36
  44. 44. Social Media Social Networks laurelpapworth.com 37
  45. 45. Social Media Social Networks laurelpapworth.com 38
  46. 46. Social Media Social Networks Laurel Papworth •slides at http://slideshare.net/silkcharm •delicious http://delicious.com/lpapworth/ sep2010 •blog at http://laurelpapworth.com •email laurel@laurelpapworth.com •phone +61 (0)432 684992 •Twitter @SilkCharm •iTunes Social Media Business podcast reference laurelpapworth.com 39
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