Lee Mullin discusses how to effectively use social media for both his music label and software support roles. He maintains multiple accounts across major platforms like Facebook, Twitter, YouTube and LinkedIn. Mullin analyzes the social media strategies of Lady Gaga, The Pixies and Autodesk as examples, noting Gaga's controversial content generates debate while Autodesk posts tutorials and questions. He advises engaging audiences with a mix of new and old content, responding to conversations to encourage organic growth over time.

1. How can Social Media work for
you?
Lee Mullin
Autodesk and Crystal Ship Recorders

2. Who Am I?
• 2 alter-ego’s
• Autodesk Support
– Navisworks
• Record Label Boss
– Crystal Ship Recorders
– Promoter
– DJ

3. How I use Social Media
• 2 Facebook Accounts
– 8 ‘Pages’
• 4 Twitter Accounts
• 6 Youtube Channels
• 4 Myspace Accounts
• 1 LinkedIn Account

4. Social Media Stats
• Facebook - 640,000,000+ users Worldwide
• Twitter - 175,000,000+ users Worldwide
• LinkedIn - 100,000,000+ users Worldwide
• Google+ - 25,000,000+ users Worldwide
• Youtube – 3 billion views per day

5. Who do you want to reach
• New customers or existing ones?
• Why would they want to hear from you
• Why can’t they get this info elsewhere

6. Who does Social Media well?

7. Lady Gaga Effect
Stats
• Facebook
43,000,000 ‘likes’
• Twitter
13,000,000 followers
• Career Album Sales
13,000,000+

8. What does Lady Gaga do?
• Provides exciting content
– Music videos
– Surprising Pictures
• Creates Debate
– Saying Controversial Things
– Doing Crazy Things

9. Pixies Effect
Stats
• Facebook
830,000 ‘likes’
• Twitter
40,000 followers
• Career Album Sales
2,000,000+

10. What do The Pixies do?
• Provides exciting content
– Reusing older content
• Videos
• Music
• Creates debate
– Shares links to surveys, polls

11. Autodesk Effect
Stats
• Facebook
800,000 ‘likes’
• Twitter
40,000 followers
• Career Album Sales
2,000,000+

12. What does Autodesk do?
• Provides exciting content
– Video Tutorials
– Blog Posts
• Creates debate
– Asks questions
– Link back to forums

13. How can you get the Gaga effect

14. Help files in a meat dress?

15. Say something crazy?
This is NOT real

16. What should you do?
• Post lots of content, old and new
• Don't be afraid of reposting
• Create conversations
• Respond to conversations
• Allow organic growth
• Be involved

17. Length of a link
• Twitter – a couple of hours
• Facebook – up to half a day
• LinkedIn – Up to a couple of weeks
• Youtube – from a few hours to weeks
• Google+ - A couple of days
• Yammer etc – depends on the group
All dependent on the quality of content

18. What should you NOT do

19. Don’t do it alone
• Unless you’re Google or Apple, who is going to
follow multiple accounts for your brand?
• Combine messages
• Unify your goals, repurpose content

20. Quality not quantity

21. Don’t post on the wrong account

22. If you represent your brand
Be a brand ambassador

23. Once it’s out, you can’t take it
down
 Spelling mistakes, language, bad taste
jokes are all out in the public

24. Consider your tone carefully

25. Be honest about who you are

26. Everyone's an expert
Don't pay an 'expert'
Plenty on the internet
Part of an overall marketing plan

27. Handy Tools
• Klout
• Hootsuite
• Tweetdeck
• MultiMi
• Plenty more available, check reviews

28. Stay aware of updates
• There's constant changes
• Take advantage of new features

29. Internet Evolution
• Web 1.0 – Building Blocks
• Web 2.0 – Everyone joins in
• Web 3.0 – The Next Step

30. Web 1.0
• Static Content
– 1 way content
– Take it or leave it

31. Web 2.0
• Interactive communication
– Forums
– Social media

32. Web 3.0
• Artificial Intelligence
• Personalisation
• If you’re already behind now...

33. 14/09/11

34. Q&A
14/09/11