A look at the day 1. What exactly is social media? Background to this new form of media Why it is anything but a fad Looking at how it has quickly grown into a worldwide phenomenon Key points to bear in mind for business users 2. Analysis of key social networking sites Brief explanation about the key 200+ sites in existence Twitter Facebook for business YouTube Linkedin
Burnley Council Socialability Review DEFINE social media ESTABLISH COMMUNITY MANAGERS Discover TOUCHPOINTS CONTEXTualisemessaging _____________________________________________ 5. Format / feedback 6. Review
Civil Society – your invitation Key characteristic: Social media improves the transparency, governance and accountability of organisations which increases trust in those organisations. LETTER - Bob Neill MP Parliamentary Under Secretary of State
We’re moving from e-gov to we-gov New ways of creating user-led service design are emerging all the time, enabling public services to engage and involve clients in real and meaningful re-shaping of services. Enabled by the power of the web, public services are beginning to be rebuilt from the bottom up, formed around real rather than perceived need and with people speaking for themselves in their own words and through their own experiences and passions.
Social media stages
A look at the day 3. Ways in which it can assist your business Driving traffic to your website Building your brand Improving your position on search engines Acting as a second, third or even fourth hub for your online brand in addition to your website A look at some case studies 4. Integrating social media with your online and offline marketing The importance of an online marketing strategy Using key words How to link your website to social media Effective use of a blog or news page Publicising your website and social networking sites offline How face-to-face networking and social media can work side-by-side
social media is the web coming of age Web 2.0 What is social media?
i-frame Data sharing
Good example …
“Social media are media for social interaction, using highly accessible and scalable communication techniques. Social media is the use of web-based and mobile technologies to turn communication into interactive dialogue.” [http://en.wikipedia.org/wiki/Social_media]
Tone of voice
Top social networks
Top media in entertainment
Leadership teams in other less marketing focused businesses will soon find they can’t get away from needing to understand social, says Clark. “The change in the way we talk to customers was driven by social media initially but this expanded into something we should actually now call ’social marketing’ or to be even more accurate, ’social business’. Considering Coca-Cola’s more than 26 million Facebook fans, Clark’s thoughts are considered. “Without doubt it’s an interesting number,” she says. “But what is a really interesting number, in the context of the 1.7 billion drinks we serve every day, is 585 million. This is the number of other people that we estimate our fans are themselves connected to [or friends with on Facebook]. It’s almost the whole universe of Facebook and is why creating sharable content and participating in other peoples’ content is our mandate.”
Today…? Understanding what ‘free’ social media is really about •Knowledge of different social media tools and their uses •Recognition of the way social media can enhance your marketing strategy •Keys to selecting social media tools to meet your particular marketing needs •Awareness of the time-cost associated with social media strategies
Crawling People, Process, Procedure. The first stage of evolution is admitting you have a problem, and acknowledging that it can't be solved by plugging "social media" into one function (marketing). Crawling involves producing infrastructure in preparation for an organizational redesign. Educating your teams, standardizing procedures and active listening are crucial at this stage. STEERING COMMITTEE
Policy CIPR Social Media Guidelines (updated January 2009) Good practice in the electronic communication is no different to good practice in other forms of communication such as writing letters or emails or representing your organisation (HANDOUT)
Sample policy for using social media Write in your own ‘voice’ and try not to be too formal. Disclose your position and capacity in which you write. Take care that what you write: Does not bring your organisation company into disrepute. Is accurate and fair Is not defamatory or libellous. Does not divulge sensitive, confidential or personal information. Does not infringe copyright. Include links to other blogs or sites mentioned in your posting. Don't use ethnic slurs, personal insults, obscenity, etc., and show proper consideration for others' privacy and for topics that may be considered objectionable or inflammatory – such as politics and religion. Debate rather than argue. Be the first to correct your own mistakes, and don't alter previous posts without indicating that you have done so, except for minor grammatical or spelling errors If you are unsure, it’s never a bad idea to ask for a second opinion.
Walsall Council Great example
Walsall Town centre 100
Create a popular #
Walsall market on 17 May
Building community partnerships
Daren CaveneyHead of Comms – Walsall Council “signed up to Twitter 2.5 years ago – its just grown from there …. Dedicated a fair bit of Officer time - Its now mainstream for us.” Just another medium of communication – not for all but we serve those that do engage / 14 to 15 sub departments all linked to the main feed which get the most engagement
Building communities Netmums is the UK's No 1 Parenting website with almost 1 million members (985,000) and 4 million visitors per month and it's one of the best places to promote your organisation to families who live in your local area
5C’s model of communities 1 = Communication “We want to raise awareness and share news about our work” 2 = Conversation
“We want two way dialogue about the things we are scrutinising”
3 = Collaboration “We want to share resources and contribute to the work of others” 4 = Creator Integration “We want to build our work around direct engagement with individuals” GROUP 5 = Caution “keeping a watching brief”
2. WALKING …. Social technologies Architecture (social networks) Rules of engagement Early adopter training Community Management plan Tone of voice Influencers identified Content published
social technology? What are the main types Social network: websites that allow people to create profiles, connect to other users, and participate in a community. Examples include: Facebook or MySpace in the personal arena and LinkedIn or Xing in the professional arena. Blog: a lightweight system that allows users to publish information to the web, usually time-stamped and in reverse chronological order. Most blogs have comments on each blog post which allows conversation. Examples of blogging software include Wordpress, Blogger.
social ‘touch’ points Social bookmarking: a way to collect and share links to interesting webpages. These bookmarks can be tagged with descriptive keywords to make them easier to find later. Examples include Delicious. / Wiki: a wiki is a webpage which can be edited by users. Content sharing: websites that allow users to share media, such as photos or video, and to socialise around that media. Examples include MediaWiki (the software/ which powers Wikipedia) or SocialText. Examples include YouTube (video) or Flickr (photos). Micro-blogging: perhaps more accurately described as ‘micro-conversation’, these tools allow people to exchange short messages. Examples include Twitter . (140 Characters) INTEGRATION For example, content sharing and social networking can merge, like Last.fm, a social network focused on listening to music where people can share statistics about their listening habits.
Online video in the lead
Accounts for 1 in 5 visits to a social network
Trends Facebook dominant
Facebook Groups Facebook Groups are now all the “new” groups as of late 2010. These groups are primarily closed to all but the members of the group. They automatically include group chat abilities and an email address, which can be used to communicate with the group as if it were a mailing list. First, search Facebook to see if the group you're thinking of already exists. If not, head to the groups application via your home page. Right up the top is a “Create a Group” button.
Promote your Group Facebook will then let you promote the Group by publishing to your wall or inviting friends. When these people join the group it will show up on their profile wall and news feed of their friends, thus promoting it further. To make someone an administrator, go to the “Members” tab. Next to each member you'll see an option to “Make Admin”. Any admins can approve new members, edit the group, send messages to everyone and remove other admins (that have been there a shorter amount of time than themselves). I would recommend adding a couple of people you trust as administrators as soon as
/ Facebook Pages
Examples in media
News updates Bromley MyTime
Posting contentusing shortened urls
Video posts to Facebook
FB Best Practice Getting started Making sure you have written down what you want to achieve from the page? listed the benefits of subscribing to your page? Optimising your landing page Ensuring that new visitors click on the magic Like button and subscribe to your page Have you changed your default landing page for new visitors from your Wall to a page customised by you? Have you asked potential subscribers to click on the Like button? Do you have a nice, large picture of your product/products or listed the services you provide?
FB Best Practice User Experience Making sure your Facebook page is as easy to use as possible Have you clearly labelled all your tabs? Have you prioritised your visible tabs? Do all your links work? Are they clear and do they inform visitors of the benefits of clicking on them? If you have a product search widget, does it have a filter options and can you type your search term? Have you road tested the Facebook page yourself? Have you tried using your page on a smartphone?
Professional group page
Posting of newsletter
TWITTERDiscover what’s new in your world
Starting out …
Tweeting …. responsibility
Inviting people to join your feed
Tweet from Flickr
2 Tweets so far …
No Tweets ?!
Creating a photostream
Golf courses too
Separate but connected
Social Enterprise Mark
Personas “The spontaneity, the detours, the colourful characters along the way - road trips are great fun and this is all part of the charm of travelling round Ireland. By making the experience live the public can interact in real-time. Nick and Sam’s Ireland Road Trip will be a truly interactive experience – giving the audience a preview of Ireland’s hidden gems.”
Social Enterprise Mark - Awards PR - Send link to reporters / add to website
Hands-on follow up social media integration Sequence of the game Draw scenario Choose methods Define goals Develop plan
Social Groups User Types • basic engagement ( accessing information ) • intermediate engagement ( transacting ) • advanced networking (networking )
FORMAT / feedback Review social media is about learning