Social Media Training Jon Worth PART 2 14 Jan 2011


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Social Media Training Jon Worth PART 2 14 Jan 2011

  1. 1. Engagement Pyramid Advocates Supporters Reactors Visitors
  2. 6. Facebook basics <ul><ul><li>Profiles (visible to friends) </li></ul></ul><ul><ul><li>Status updates (“what’s on your mind”) </li></ul></ul><ul><ul><li>News feed (what’s new in your networks) </li></ul></ul><ul><ul><li>Wall (friends post messages for you to see) </li></ul></ul><ul><ul><li>Photos (display and tag pictures and albums) </li></ul></ul><ul><ul><li>Groups ( NEW: collaborative space) </li></ul></ul><ul><ul><li>Networks (college or workplace) </li></ul></ul><ul><ul><li>Messages (mail system) </li></ul></ul><ul><ul><li>Notes (akin to blogs) </li></ul></ul><ul><ul><li>Chat (instant messaging) </li></ul></ul><ul><ul><li>Applications (incl. games) </li></ul></ul><ul><ul><li>Pages (‘Like’ a brand) </li></ul></ul><ul><ul><li>“ Like” (signal approval) </li></ul></ul><ul><ul><li>Events (watch %) </li></ul></ul><ul><ul><li>Ads (highly targeted) </li></ul></ul>
  3. 7. Thanks to @rose22joh and @LDN on Twitter
  4. 8. What about Twitter? <ul><li>You ‘follow’ people and they ‘follow’ you; note vocabulary </li></ul><ul><li>Super quick interactions , share information, links </li></ul><ul><li>Helpful approach of users, professional usage </li></ul><ul><li>Integration with mobile devices, desktop clients </li></ul>Facebook is for the people you know, Twitter is for the people you would like to know “
  5. 9.
  6. 10. Blogs <ul><li>A website used like a journal to publish a regular stream of “posts” </li></ul><ul><ul><li>Posts can be insights, thoughts, commentary, articles and multimedia </li></ul></ul><ul><ul><li>Written from an individual perspective </li></ul></ul><ul><ul><li>Readers can comment on posts and subscribe to updates </li></ul></ul><ul><ul><li>Posts are organised, archived and searchable </li></ul></ul><ul><ul><li>Very easy to set up and use: 100m+ active blogs worldwide </li></ul></ul><ul><ul><li>Tend to be linked together into communities </li></ul></ul><ul><ul><li>Most serve niche audiences but are influential and credible </li></ul></ul><ul><ul><li>Three sets of tactics: writing , responding and pitching </li></ul></ul>
  7. 11. Writing blogs <ul><li>Online visibility </li></ul><ul><li>Showcase individuals </li></ul><ul><li>Thought leadership </li></ul><ul><li>Establish expertise in field </li></ul><ul><li>Exhibit openness </li></ul><ul><li>Humanise the brand </li></ul><ul><li>Secondary influence on media </li></ul><ul><li>SEO (Google loves blogs) </li></ul><ul><li>Steady content flow </li></ul><ul><li>Many uses e.g. Rebuttal </li></ul><ul><li>Feed into other platforms </li></ul><ul><li>Time commitment </li></ul><ul><ul><li>Creating content regularly Monitoring, training, etc </li></ul></ul><ul><li>Confidentiality and control </li></ul><ul><ul><li>Blog content may be inappropriate or “off-message” </li></ul></ul><ul><li>Organisational culture </li></ul><ul><ul><li>Must allow open, informal and interactive communication </li></ul></ul>Benefits Considerations
  8. 14. How the US Air Force Responds to Blogs
  9. 15. Promoting to bloggers <ul><li>Blogs are influential and credible sources for many stakeholders </li></ul><ul><li>Blogs influence journalists: many stories break first in the blogs. </li></ul><ul><li>SEO: inbound links from blogs raise your Google profile </li></ul><ul><li>Blog coverage can be easier to shape than mainstream media </li></ul><ul><ul><li>Read the blog first </li></ul></ul><ul><ul><li>Pitch by email </li></ul></ul><ul><ul><li>Do not just send a Press Release </li></ul></ul><ul><ul><li>Make it personal </li></ul></ul><ul><ul><li>Be informal </li></ul></ul><ul><ul><li>Refer to past posts or tweets on the topic </li></ul></ul><ul><ul><li>Keep it short and simple </li></ul></ul><ul><ul><li>Include multimedia links </li></ul></ul><ul><ul><li>Offer something exclusive </li></ul></ul>Why pitch to blogs? Pitching to bloggers
  10. 16. LinkedIn and XING <ul><li>Professional networks </li></ul><ul><li>It’s OK to add your boss as a contact </li></ul><ul><li>Professional aspects are strength and weakness </li></ul>
  11. 17. Hope this doesn’t happen to you 9.8 million views
  12. 18. Keep an eye on your ‘brand’ <ul><li>Google alerts, </li></ul><ul><li>Incoming links in stats </li></ul><ul><li>Get a RSS reader ( Google Reader , Netvibes ), filter using Yahoo Pipes </li></ul>
  13. 19. Some shiny new tools
  14. 20. @jonworth Jon Worth Jon Worth [email_address]