Social Media 101

SocialMedia 101
Peter Fletcher

Let’s get to know each other

Meet Andy from Legian

Andy sells

And he also sells
Beer
Soft drink
Water
Surfboard hire
But so does everyone else on Legian

Why is Andy different?
He smiles – a lot
Speaks Bali-Aussie
Plays bongo
Hospitable
Quick with a drink
Laid back

The result?
Loyal customers
Wrapped around your business
No selling
Just relationships that fulfill a need

What is social media?
Online space
Connect
Share
Communicate

You’ll find
Share
Tag
Comment
Plus discussions, reviews
Popular examples include Facebook, YouTube, Twitter, LinkedIn, delicious, digg

Social media categories
Blogs
Wikis
Social bookmarking
Social networking
Video, photo and file sharing

Why it’s important
It’s free
It’s getting all the attention
Opportunities for connection (and dangers)
Reshapes brand and culture
Three examples
And a word of caution (later)

@aplusk
Ashton Kutcher
First account to 1 million followers
Now at 2.5m +

Brits
1.6 million Facebook fans
2.2 million on Twitter
Interactions circa 10k per post

The Fed Express
2.1 million Facebook fans
125 000 interactions per post

How do they do it?
Photo credit: casasrogerFlickr

Listen
Create a Google alert
Create a Twitter search
Find relevant blogs
Subscribe to RSS feeds

Love what you hear

Listen for opportunities

And for threats

Discussion
What opportunities could you listen for?
How would you respond if you found something negative about you, your service or your company?

Create engaging content
Know your audience
Stay on topic
Pictures are great
Heap praise on someone
Pose a question
Solve a problem

Entertain
Deliver the goss
Be witty/bitchy/sarcastic
Make unusual observations

Inform
Create a source of reliable information
Obama does this well
So does Mashable
And Mari Smith

Join the conversation
Comment on blogs
Respond to wall posts
Click the Like button
Send an @ reply

Don’t…
Put sales before relationships
Spam
Talk too much about yourself

The big four in SM marketing
Blogs
Twitter
Facebook
LinkedIn

Eat your broccoli first
Photo credit: Jeffwilcox on Flickr

Why blog?
It’s your space
Fresh content brilliant for SEO
Positions you as thought leader
Engages community
Provides content for other platforms
Generally free

Setting up a blog
Hosted blogs free on Wordpress or Blogger
Or register a domain name
Download and install Wordpress
Choose a theme (most free)
Get started
Add widgets as you go

Blogging basics
Develop a topic. Not too narrow or broad.
Stay on topic
Post regularly
Be yourself
Add value to your readers
Comment and link – a lot

Think about it
Do you blog?
What obstacles do you face?
What benefits have you identified?

Add me
Photo credit: dan tayloron Flickr

Make an impression
Update your “blurb”
New profile pic
Edit Info tabs
Clean up applications
Adjust privacy settings
Update your status

Build your network
Find friends with Friend Finder
Keep an eye on Suggestions
Interactions build connections

Group discussion
What is your policy?
- for adding friends?
- for accepting friend requests?

Creating interactions
Status update
Upload and tag photos
Comment on posted items
Like, what?
Write a note – tag a friend or five
Tag a note
Don’t lurk

Group discussion
What other ways might you use Facebook to build your personal network and brand?

Loyal Fans with Pages

Fan Pages – an overview
Functions like a personal profile
Wall
Tabs
Reviews, discussions, notes
Applications
Fans

Similar rules
Add value
Create engaging content
Keep it light
Sell only as a service – like Andy
Respond and engage

Building fan community
Promote with Facebook ads
Hyper-targeted campaigns
Recommend to friends
Ask friends to recommend

First impressions count
Blurb
Info
Post consistently
Create a landing tab
Manage wall and news feed settings

Creating fan interactions
Upload and tag pics
Create an event
Create and tag a note
Post interesting/entertaining links
Create a discussion
Ask for reviews of your service
Add an application

Managing and measuring
Appoint a Page administrator
Monitor interaction levels with Insights
Chase increase in Wall Posts, Likes, Comments
Aim to improve Post Quality (compared to similar sized Pages)

Activity
How might your business use Pages?
What content would create the most interaction with your fans?

Being a Twit
Photo credit: Search Engine People Blogon Flickr

Twitter basics
What are you doing? in <140 characters
Follow others
@ reply – directed public message
private messages – DM’s
Share links
Share pics on Twitpic

Being a great Twit
Find cool people to follow
Be human
Add value – share, RT, recommend, help, ask
@’s and DM’s
Self-promotion?
Do I follow back?
Arranging a tweetup

Of course I have a policy
Photo credit: Mike Licht, NotionsCapital.com on Flickr

On being dooced
Heather Armstrong
Cleverly written personal blog
Wrote about her work but didn’t mention names
Also wrote about her church
Cathartic
Sacked

What’s your policy?
On tweeting?
On blogging?
On Facebook?
On comments?
On connecting?
And companies “secrets”

Wrapping it all up
What’s the opportunities here?
And the obstacles?
Write down three things you’ll do next week?
Other questions?

About Peter Fletcher
peterfletcher.com.au
therealestatemarketingmaven.com
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Twitter.com/peterfletcher
LinkedIn/in/peterfletcher
0419 538 838