Social Media Actually BBC Presentation

Social Media Actually
Julia Shuvalova

Social Media and Communities
Social Media Actually is a series of presentations on the practical aspects of using Social Media in various sectors.
The first presentation addresses the problems communities and non-profits may have in using various social sites to back and promote their causes. It attempts to look past the numbers and to give the easy-to-follow advice, which will be especially useful to those groups and individuals who are just discovering Social Media. It was presented at Social Media Cafe in Manchester, at the BBC, on September 8, 2009
Julia Shuvalova (aka Julie Delvaux) is a versatile creative professional with experience in Media and Digital Advertising. She is an avid user of various tools and sites, and since 2006 has been advising individuals and businesses on “how to use Social Media”, particularly on strategy development and online PR. Julia’s personal work (writing and photography) featured in traditional and online media, and her Arts and Culture blog is a Google’s Blog of Note (http://www.loscuadernosdejulia.com/). More about Julia: http://www.avidadollars.com/.

The term ‘social tools’ was coined in 1999

Social Media brings fun
Or fame

And something new lies ahead already...

...but the adoption is still too slow
2006: Using Media
to empower communities
2009: Using Social Media
to empower communities
Has something really changed?

What tools to use?
Communities and Social Media are perfect for each other
There is only one problem
There are too many social tools
And too many communities
Is anybody listening?

Are You a Social Media Sprinter or Marathoner?
Social Media can make wonders. But every wizard needs some rest.
Don’t expect wonders to happen all the time.
When they don’t, work to make them.

How to Make Everyone Listen
Understand what is unique about your cause and take it from there
You are not alone

There are too many communities – maybe you can work together from the start?

Make your project worthwhile
nobody likes paying for nothing (even if money is time)

We Are All In Advertising
Art is beer
Money smells
To empower communities, don’t merely give them voice
Connect and promote them

Since 2007, Blog Action Day has been uniting online publishers from all over the world to dedicate a day to helping find a solution to one of the global issues
Publishers included bloggers, videobloggers and podcasters, public figures, charities, and politicians. They could use banners to promote BAD in their online profiles
Volunteers translated the website into their native languages
In 2008, BAD used

Twitter to update on the progress
PBWiki to host full website translations

In 2008 during the day, a non-stop radio show was aired
Contributors were invited to submit a short MP3 file introducing themselves and their blogs
To determine this year’s topic, an online poll using SurveyMonkey was sent out to subscribers

is very rich

DO
How can you choose?

We Are Still In Advertising
If your cause is really close to your heart, understand how web, search,
Social Media, and advertising work
You will likely learn a lot of important and interesting things along the way
And meet interesting people

When You Do Anything in Social Media...
Answer three questions:
What do you want to do? (cause)
Why do you want to do it? (purpose)
How are you doing it? (means)
Identify your audience
Identify expected results
Choose appropriate channels
that’s where your audience is, not the latest most fashionable place to be
Are you doing it alone or as a team?
Estimate approximate production time and costs
If nothing else, this should ignite your passion for results
Identify promotion time and costs
Recent research has shown that 1st week is vital for marketing video content
Act!
Track and Estimate
Report
Fine-tune

Empowering Communities?
Power
Is
Knowledge

Google AdPlanner profile for Facebook in July’09

Learn all you can about your audience
This should help gain more support for your cause

The Importance of Integration
Social tools like Lijit, FriendFeed, and, of course, a blog allow us to point people to most other online spaces we inhabit
If you’re still using a website as your “base”, don’t forget to show people where they can find you on the Social Web
Otherwise, why are you on the Social Web?

Social Media: What Do You Want to Do?
Content generation level
Community and Conversation level
Ticker-tape
Content distribution level
Improving brand presence

How You Can Do It
NFCM flash Twitter widget
New Forest Community Media
keeps all their social spaces
and calls to action on one page

How You Don’t Want to Do It
Retaggr is obviously not ideal
Resources are mixed with People’s Voice Media’s
own work

Never forget...
Facebook
... Romewasn’t built in a day
Don’t Get Frustrated Too Soon

Social Media Strategy
What are your goals?
NB: There must be more to “I want to be heard”
NB: Difference – do we talk it or make it?
How many people are working on the project?
NB: Delegate and co-ordinate

How do you use your Social Media channels?
NB: Simply updating a channel once a week or once a month is unlikely to bring any results
How people are going to find you?
NB: Integrate! Link! Embed! Tag! Categorise!
How are you going to engage them?
NB: Let them rate, like, bookmark, share, email, print, send, comment, review

How are you going to appreciate their engagement?
NB: They do spend time on your site/blog/Flickr/Facebook, and time is money
Are you evaluating this experience?
NB: ROI is not all. What is Social Media experience telling you about your cause, your audience, your work, your team, yourself? Do you incorporate these findings into your strategy?

It’s Never Enough in Social Media
You know a horse can jump a ditch, therefore you accept that it can jump a Grand Canyon
Paul Arden
(dogs have already been to Space – they can jump above The Golden Gate Bridge)
Social Media is a journey, not a destination

But what about ROI?

What Is the ROI of Social Media?
In Social Media, people’s interactions are in the focus: they are naturally priceless
In Social Media, ROI (return-on-investment) becomes ROE (return-on-engagement)
Social Media is free – but your time, technology, and resources are not
If we can track clicks and comments, we can put a price tag on them, however speculative
This means that the ROI/ROE of Social Media can be calculated
BUT HOW?
“What is the ROI of putting on trousers in the morning?” (Scott Monty)

Measuring the ROI of Social Media
In Social Media, there are several metrics that can be taken into account:
Attention (=traffic)
Participation (=comments, ratings, etc.)
Authority (=Technorati rating, inbound links, trackbacks)
Influence (=subscribers, fans, followers)
Sentiment (=largely immeasurable)
Usually all these are measured post factum. But is there a way to put estimations forward and to make “immeasurable” results carry at least a speculative price tag?
In other words... Is there a way to for your cause?

Social Media ROI: Blog and SlideShare Presentation
“How to Add RSS Feed to Facebook Page” (1 May 2009):
SlideShare presentation
Blog post (with presentation)
Goals:
To react to the interest expressed in a search query
To promote the blog and the company
Promotion (1 May 2009):
Flickr (screengrab with a link to blog post)
Twitter (shortening and sending a link to blog post)
Total time of production and promotion – 2.5 hrs (2hrs 30mins).
Total cost - £14.32*
Reaction (since 1 May 2009):
269 blog post views in total (237 unique views, 02:50mins on site on average, 2 comments (on the old blog, were lost in transition)
2280 presentation views in total (2122 views on SlideShare, 2 faves, 3 embeds, 4 comments, 2 downloads)
106 views on Flickr (with 18 clicks through to the blog)
2 clicks to the blog from Twitter
27 views of bit.ly link
1-2 page of Google for related queries
*The minimum hourly rate is £5.73 (until October 2009)

Adding Perspective
Estimates are based on the following*:

A visitor spent approx. 1min viewing the post with presentation. This unique visit is priced at an absolute minimum - £1**and extended on to price views on SlideShare.
Flickrand Twitter views are priced at £0.50 (assuming it would take a visitor 30sec maximum to see a screen grab or a link).
Every view from embeds - £2 (minimum consumption time on SlideShare + minimum consumption time on the embedding site).
Every interaction is priced at £1.50 (minimum consumption time + minimum decision-making time) – to include returning visits to the blog; visits from Flickr and Twitter; SlideSharefaves, embeds and downloads; and comments on SlideShare and blog.

*figures at the time of producing this presentation
**you may like to use “conditional currency units”

Social Media ROI
“Price-tags” memo:
Unique visit to the blog post - £3 (based on time on site)
Each returning blog visit - £1.50
A view on SlideShare (excl. embeds) - £1
A view from embeds - £2
A view of the screen grab on Flickr - £0.50
A view of the link on Twitter/bit.ly - £0.50
A comment - £1.50
A SlideShare download - £1.50
A fave on SlideShare - £1.50
An embed from SlideShare - £1.50
A Flickr click-through - £1.50
A Twitter click-through - £1.50
Total Gain from Investment: £4832.5
ROI: £4832.5 / £14.32 = £337.46
Good enough? Or more can be done?

Seeing (and Seizing) an Opportunity
“How to add RSS feed to Facebook Page” came from a search query on the blog
Blog posts can originate from a Twitter conversation; interviews can take place via Facebook or Twitter
Editorial guidelines are good, but don’t make them too restrictive
Be real (don’t let anyone think you’re a robot)

Keeping Everyone in the Loop
“Who subscribes to my RSS feed?”
“follows my Twitter stream”
“comments on my posts/photos”
“fans me on Facebook”
Update your followers on the progress of your project
Optimise your channels, so people can find you
Blog: title, copy, categories, tags, URLs
Photo sites: title, tags, descriptions, URLs
Video sites: title, descriptions, URLs
Bookmarks/News: descriptions, tags, URLs
Twitter: hashtags, link titles, URLs

This is not just sexy chicken
This is metadata

Don’t Forget to Analyse

Understanding Success
Do you miss on using any tools?
Social Bookmarks
Social News
Social Events
If yes, then start using them. Becoming a power-Digger takes time
YouTube/Flickr are not the only sites for photos/videos
Research your audience
What are their interests?
What other sites do they visit?
What do they know about your cause?
Why would they want to know about your cause?
“Cutting Room Experiment”: How to build on it?

Have your questions been answered?
Any more questions?

References
Slide 28:
‘What Is the ROI of Social Media’ – Social Media Explorer, October 28, 2008: http://www.socialmediaexplorer.com/2008/10/28/what-is-the-roi-for-social-media/
‘Ford Case Study: Control Is an Illusion in Social Media Age’, Social Computing Journal, April 7, 2009: http://socialcomputingjournal.com/viewcolumn.cfm?colid=779
‘Social Media for Business’, Mashable, February 27, 2009: http://mashable.com/2009/02/27/social-media-for-business-2/
‘Basics of Social Media ROI’, Olivier Blanchard on SlideShare: http://www.slideshare.net/thebrandbuilder/olivier-blanchard-basics-of-social-media-roi
Slide 29:
‘A Framework for Measuring Social Media’, September 24, 2008: http://www.beingpeterkim.com/2008/09/a-framework-for.html
Slide 37:
‘Cutting Room Experiment’, Cahoona on SlideShare: http://www.slideshare.net/cahoona/cutting-room-experiment-smcmcr

Image and Website Credits
Slide 2: Julia Shuvalova (CC: Attribution – Non-Commercial – No Derivatives)
Slide 3: Julia Shuvalova; Travel Tracks
Slide 4: Huffington Post
Slide 5: CSV Media; Let’s Go Global; People’s Voice Media
Slide 6: Eauliveon Flickr (CC: Attribution – Non-Commercial)
Slide 7: The Better Weigh
Slide 8: Karen’s Poetry; Beyond Madison Avenue
Slide 9: Julia Shuvalova
Slides 10 and 11: Blog Action Day
Slide 12: French Guy on Air
Slide 13: Pink Sherbet on Flickr(CC: Attribution)
Slide 16: Fictures on Flickr (CC: Attribution)
Slide 17: Google Ad Planner
Slide 18: FriendFeed; Open Golf Championship
Slide 20: New Forest Community Media
Slide 21: Tees Valley Community Media; People’s Voice Media
Slide 22: Jaymce on Flickr(CC: Attribution – Share Alike)
Slide 23: Easy Art; Yoko Ono Official on Flickr
Slide 24:iStrat
Slide 25: Blog Action Day
Slide 26: British Council; Mylerdude on Flickr(CC: Attribution)
Slide 27: The Lightning Bugs Lair; Julia Shuvalova
Slide 28: Andrew G Hobbs
Slide 29: Ambition
Slide 30: Lakestar Media
Slide 33: Cyber Punk Review; All Posters
Slide 34: FeedBurner; Dog Topics
Slide 35: The Daily Mail
Slide 36: Clicky; Flickr; YouTube
Slide 37: Julia Shuvalova
Slide 38: Weber State University