4. • For an individual, the value is in the
community
• For a brand, the value is in harnessing
the community
5. • Social media is about a change in behavior
• A convergence, where online stopped being about
websites and started being about experiences
6. • Social media is having the disruptive impact that TV
did. But on an accelerated timeline.
– Eric Mower
7. TRADITIONAL MEDIA SOCIAL MEDIA
Space defined by Media Owner Space defined by Consumer
Brand in control Consumer in control
One way, brand speaking Two way / a conversation
Repeating the message Adapting the message
Focused on the brand Focused on the consumer
Entertaining Involving
Brand created content User created content / Co-creation
17. • Facebook is after people through the social graph.
18.
19.
20.
21.
22.
23. Wall and Tab Content
• There are two steps to a successful page.
• Wall content
• Tab content
24. June 2011
Sample Content Calendar (Not final)
Sunday Monday Tuesday Wednesday Thursday Friday Saturday
1 2 3 4
10 things that make .
Welcome our process unique
#10
5 6 7 8 9 10 11
Cooking with Olive Oil Foods from Chile Things that can be done Recipe 10 things that make Appetizer ideas
in 2-hours our process unique .
Things you didn’t #9
know about our
process
12 13 14 15 16 17 18
Cooking with Olive Oil Things you didn’t Things that can be done Recipe 10 things that make Appetizer ideas
know about our in 2-hours our process unique
process #8
Simple appetizers
19 20 21 22 23 24 25
Cooking with Olive Oil Things that can be done Recipe 10 things that make Appetizer ideas
Things you didn’t in 2-hours our process unique
#7
know about our
process
26 27 28 29 30 1 2
Cooking with Olive Oil Things you didn’t Things that can be done Recipe 10 things that make Appetizer ideas
know about our in 2-hours our process unique
process #6
30. • 100M+ professionals
• A new member joins every second
• Executives from all Fortune 500 companies
31.
32.
33. What should you do?
• Fill out your LinkedIn profile
• LinkedIn makes it a little game
• Is yours 100% complete?
34.
35. Your Professional Brand- Profile Page
• Professional photo
• Link to your page
(go to edit websites and
choose other )
• Showcase your activity,
• Create personalized
public URL
36. Your Professional Brand- Profile Page
• Add Education and work
experience
• Solicit recommendations
from past and present
colleagues
• Recommend people
40. Groups
• Connect with industry experts
• Follow and share topical news
• Expand your business network
• You can connect to people in
the same group
• 16
48. Top 10 Tips for Using LinkedIn
1. Complete your profile to 100%
2. Describe specific work experiences in your profile
3. Choose your public URL and share it on your email signatures
4. Build your network
5. Give and get recommendations from trusted colleagues – or
presenters you like J
6. Find answers or provide them
7. Join relevant groups
8. Participate in groups
9. Follow your customer’s page to get updates
10. Visit www.learn.linkedin.com for more tools
49.
50. • Twitter sounds ridiculous.
• “We came across the word "twitter," and it was just perfect.
The definition was "a short burst of inconsequential
information," and "chirps from birds." And that’s exactly what
the product was.”
—Jack Dorsey
51. • According to Twitter, there are 110 million tweets a day
(we’re not updating the chart, lets agree it still grows)
52. • Microblogging was responsible for a change in the
expectation of response.
• It caused brands to rethink the speed of response. And the
immediacy of response.
53. • Facebook used to have a static news feed that wasn’t
updated as-it-happened.
54. • It caused LinkedIn to redesign.
• Before Twitter, social networks didn’t ask “what’s on your
mind”, “what are you working on”…etc.
55. • Some brands have set up Twitter feeds specifically for
customer service.
56.
57.
58. • We’re going to talk about how you can use it.
• First, sign up at Twitter.com (or log in)
• Find people to follow.
59.
60.
61.
62.
63.
64. • Twitter is the Canary in the coal
mine of a crisis.
• If a crisis is going to come, it will
come with chirping birds.
• And be re-tweeted.
65. • Now, decide how you’re going to use it.
• Are you going to promote?
• Are you going to respond?
• Do you need a content calendar?
66.
67.
68. Summary
• Twitter is ridiculous, but you don’t have to post.
• It changed the way people interact with brands.
• 110 million posts a day.
• You can find the smart people using some of the
techniques in this presentation, and follow them.
• Think of it as subscribing to a smart person’s thoughts.
69.
70.
71.
72. • Three kinds of video
User Generated
Quick-Post
Professional
78. • There are hundreds of places to post videos online
• We’re going to talk about YouTube.
79. • Help people who are looking for our content to find our
content.
• Video should contain a detailed description of the video
and anything relevant to the video.
• YouTube allows infinite amount of tags, so add as many as
possible.
80. • YouTube channel.
• A YouTube channel offers the ability to post videos we
create, and videos created by people in one place.
83. Summary
• Video is being created more and more.
• Video is the best way to show off the emotion of the brand
and and involvement of fans.
• YouTube is one of the best places to show off video.
• Assignment: create a personal YouTube Channel.
85. The key insight: Content matters most.
• The magic wand rule: Social media offer new ways
to talk, not new things to say. A blog is not a magic
wand to make a dullard clever or a bore interesting.
• Social media can differ from normal PR, corporate
communications, or institutional web pages:
• Speed and nimbleness: Social media move faster.
• Voice: People expect social media to be livelier.
• Reach: Younger audiences rely on social media.
• If you can t or won t be faster or livelier – why bother?
86. 1. Know why you re creating content.
• Content created for strategic communications must be
driven by clear, specific communications goals.
(That s true for all strategic communications.)
• If you can t write down your goals for content, they’re
probably not clear and probably not specific. (That s
also true for all strategic communications.)
• When contemplating content for social media, create
these same written goals – and specify why using
social media will create added value.
87. 2. Know who is creating content.
• Creators of content are individuals, they should
always sign articles.
• Individuals are especially important in social media,
where content thrives or falters on the power of voice.
• Ideally, a strong individual will create your social
media content. He or she must. . .
88. 3. Know your best social media voice.
• Journalistic
• Institutional
• Funny
• Scholarly
• Informative
89. 4. Know what type of content you have.
• News and web aggregation.
• Commentary-driven.
• Echo-chamber content from other strategic
communications vehicles.
• Comment-enabled.
• Interviews.
90. 5. Know for whom you re creating content.
• Who will watch, read, listen to the content.
• Do you want them comment? Pro-tip: ask for
comments if you want comments.
• Do you want them share it? Where?
91. 6. Know what will trigger content.
• Identify specific events that will trigger social media
posts –
• Media stories.
• Other web posts.
• News about the brand.
• Events.
• Other communications that can be repurposed.
92. 7. Know when you will post content.
• Create a content calendar to schedule content.
• Fill in the holes with timely posts.
• Core posting patterns can be regular, but it is more
important to create content when there is a story to
tell.
• Test different times of the day to deliver content.
93. 8. Know your strategic fit.
• Will your content link to your main website – and vice
versa?
• How will you cross-link between media?
• Will you link to other social media?
• Will you tweet all blog posts automatically?
• Will you tweet in the morning and at night?
• Who will respond to stakeholder comments or
questions? The content creator or someone else?
94. 9. Know your approval processes.
• Craft and vet approval processes before launch of
content.
• Make sure the approval process balances interests
that can be competing.
95. 10. Measure.
• Create content for people but make sure it is clear
what you want them to do.
• How will they find it?
• Who are they?
• Know before hitting “post” what will be measured and
then it can be measured.
