Baku social media seminar – day 2                          June 27, 2012
Agenda for today:11.30 – 12.30   10 social media cases12.30 – 13.15   Present your cases13.15 – 14      Lunch14 – 15      ...
1
Becoming part of the conversation with a blog
How does blogging work?• It gives you a voice in the social media• Strong point of view (makes people come  back)• Partici...
2
Why is UNHCR a succes?• Because they have become the hub  of the conversation about refugees• They post interesting conten...
How does Twitter work?• It is a distribution channel for your  messages and content• You must offer something interesting ...
3
Cancerforum.dk – becoming a hub for the conversation
The facts• Online community for cancer patients  and relatives• Hosted by the Danish Cancer  Association• Works as a close...
Non-professionals            create products                           Caring, support and non-                           ...
When should you build you own platform?• When users are unwilling to use open  platforms• When there are legal limitiation...
4
http://www.youtube.com/watch?v=Y4MnpzG5Sqc
Why does it work?• NOT just because of the video• They build a movement and THEN they  launched the video• It took seven y...
5
Why did it work?• Involved their fans from the beginning• Completely transparent about everything – everything  was shared...
6
Facebook success – Light in Africa
Why does it work?• Electricity is low involvement, but  helping other people is not (at least for  some)• Some people like...
7
Social media as collaboration tools
Why does it work?• Social media create a closer  connection between students• Blogs, skype, Facebook are cheap• It is easy...
8
Non-professionals            create products                            On the ground news from                           ...
Why does it work?• It gives content creators a platform• It acknowledges non-professionals as  equals to the professionals...
9
Danish Church Aid – creating a new involving product
Why does it work?• It creates a new product which is  involving• It uses the language of the social  medium (gift giving)•...
10
Danish Church Aid – Creating a   transparent organization
Youtube                                                 Facebook                Twitter                                   ...
Decentrally created content    Decentrally created content             Centrally created                  Centrally       ...
Why does it work?• The people working in the field are  young and used to social media  updating• It creates a more genuin...
Coffee break
Group work• Find cases from your specific line of  work. Competitors, partners, others.• What are the good cases, what are...
Google Translate:• Iş üçün xüsusi xəttindən hallarda  tapın. Rəqiblər, tərəfdaşlar, s.• Yaxşı işlər hansılardır, pis halla...
Group discussion
Lunch break
Listening to the social media
The challenge!
Why should you listen?• To get smarter (gain knowledge)• Be on the forefront on your topic• To know what people are saying...
The tools
1          TwitterThe whole world at your finger tips
www.twitter.com
A listening strategy for Twitter• Start a personal or organization profile• On Twitter people are your access to  knowledg...
2  TechnoratiAll the blogs in the world
www.technorati.com
How to use Technorati• Technorati is a blog search engine• Use it to find relevant blogs within  your area• Search for rel...
3      NetvibesKeep track of your blog feeds
www.netvibes.com
How to use Netvibes• Netvibes is an RSS reader• RSS is ”Really Simple Syndication”• Find interesting blogs (or other RSS  ...
Alternativeshttp://web.appstorm.net/roundups/top-10-web-based-rss-readers/
4   Google AlertsBe alert when something happens
http://www.google.com/alerts
How to use Google Alerts• Very simple!• Set up searches• Wait for emails
5      SocialmentionKnow when people are talking about you
http://socialmention.com/
How to use Socialmention•   It is free•   Very simple!•   Search for your key word or phrase•   Refine searches•   See sen...
AlternativesTrackur.com – not free                Radian6.com– Market leaderbut fairly cheap                      and VERY...
6   HootsuiteThe social media war room
www.hootsuite.com
How to use Hootsuite• Keep track of all of your social network  profiles and pages• Post to all of your social network  pr...
Alternatives                    Free – mostly focused                    on Twitter, but also                    includes ...
7 Google analyticsTrack your own websites and blogs
www.google.com/analytics
How to use Google Analytics• Use it to track everything you build yourself:   – Websites   – Blogs   – Mobile pages• It is...
8             KloutMeassure your influence in one number
www.klout.com
How to use Klout• Create profile and link it with all of your  social networks• Twitter is most important• See your own st...
Group work• Try out the tools that you find  relevant for your work• Create profiles set up searches etc.
Group discussion• Tell the entire group about your  experiences• What was good• What was easy• What was difficult• What wo...
peter@petersvarre.dk        www.linkedin.com/in/petersvarre          www.facebook.com/petersvarre            www.twitter.c...
Baku Social Media Seminar - Day 2
Baku Social Media Seminar - Day 2
Baku Social Media Seminar - Day 2
Baku Social Media Seminar - Day 2
Baku Social Media Seminar - Day 2
Baku Social Media Seminar - Day 2
Baku Social Media Seminar - Day 2
Baku Social Media Seminar - Day 2
Baku Social Media Seminar - Day 2
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Baku Social Media Seminar - Day 2

  1. 1. Baku social media seminar – day 2 June 27, 2012
  2. 2. Agenda for today:11.30 – 12.30 10 social media cases12.30 – 13.15 Present your cases13.15 – 14 Lunch14 – 15 Tools for tracking and monitoring15 – 15.15 Coffee break15.15 – 16.15 Play with tools16.15 – 17 Talk about experiences with tools17 - Evaluation and Podio
  3. 3. 1
  4. 4. Becoming part of the conversation with a blog
  5. 5. How does blogging work?• It gives you a voice in the social media• Strong point of view (makes people come back)• Participate in the conversation on other blogs, twitter and forums• Share your blog in the conversation on your subject• Make it easy to share your content• Update often (Search engines like this)• Tell interesting stories and use video and pictures
  6. 6. 2
  7. 7. Why is UNHCR a succes?• Because they have become the hub of the conversation about refugees• They post interesting content from UNHCR• AND they are a distribution point for other interesting content in relation to refugees• If you work with refugees you HAVE to follow UNHCR
  8. 8. How does Twitter work?• It is a distribution channel for your messages and content• You must offer something interesting to be followed• It is an inspiration channel where you can listen in• It is a network channel were you can meet people• It is a conversation platform where you can become part of the conversation on your subject
  9. 9. 3
  10. 10. Cancerforum.dk – becoming a hub for the conversation
  11. 11. The facts• Online community for cancer patients and relatives• Hosted by the Danish Cancer Association• Works as a closed off Facebook for cancer patients• Offers: – Personal profiles – Discussion groups – Find other members with similar diagnoses
  12. 12. Non-professionals create products Caring, support and non- professional advicePhysical Digitaleconomy Economy Only professionals create products
  13. 13. When should you build you own platform?• When users are unwilling to use open platforms• When there are legal limitiations on an open forum• When there is no one else or if the existing solution is mediocre• When you can see a potential for creating a conversation: – High involvement subject – Potentially dedicated users – Users are digitally capable• When you are ready to commit the ressources and time
  14. 14. 4
  15. 15. http://www.youtube.com/watch?v=Y4MnpzG5Sqc
  16. 16. Why does it work?• NOT just because of the video• They build a movement and THEN they launched the video• It took seven years before the video broke through• They tell a simple story (some would say too simple)• They make it easy to get involved• They make it easy to share content (online and offline)
  17. 17. 5
  18. 18. Why did it work?• Involved their fans from the beginning• Completely transparent about everything – everything was shared• Used many different social media channels – Website – Blog – Twitter – Facebook – Specialized movie networks• Unique (crazy) story• Unshamefully asked their fans for help• Involved fans with crowd funding and user creation of content
  19. 19. 6
  20. 20. Facebook success – Light in Africa
  21. 21. Why does it work?• Electricity is low involvement, but helping other people is not (at least for some)• Some people like to show their friends that they care about the world• It is easy to act: Just add 25 friends• You make a difference when you add friends• When people become involved they automatically communicate the project
  22. 22. 7
  23. 23. Social media as collaboration tools
  24. 24. Why does it work?• Social media create a closer connection between students• Blogs, skype, Facebook are cheap• It is easy to get started• The participants are familiar with the tools
  25. 25. 8
  26. 26. Non-professionals create products On the ground news from places in the world that are often ignored in mainstream mediaPhysical Digitaleconomy Economy Only professionals create products
  27. 27. Why does it work?• It gives content creators a platform• It acknowledges non-professionals as equals to the professionals• There was no one else doing it• They have become a hub (a go to point) for alternative knowledge about the world• It has become anchored in the physical world with conferences and events
  28. 28. 9
  29. 29. Danish Church Aid – creating a new involving product
  30. 30. Why does it work?• It creates a new product which is involving• It uses the language of the social medium (gift giving)• The product advertises itself – when people buy the product, they advertise the product• It makes it easy to get involved• It gives people a way to build their identity (as caring givers)
  31. 31. 10
  32. 32. Danish Church Aid – Creating a transparent organization
  33. 33. Youtube Facebook Twitter Youtube Asia Twitter Blog project AfricaPeople interested in the project subjects of DCA Facebook  Interest in subject Blog •Africa DCA •Asia website •Tsunami •Etc Tsunami Youtube project Twitter Facebook Blog 13-11-2012 40
  34. 34. Decentrally created content Decentrally created content Centrally created Centrally content created content13-11-2012 41
  35. 35. Why does it work?• The people working in the field are young and used to social media updating• It creates a more genuine image of the organization• People identify with real people – not with messages• It creates more content• Ultimately it creates a link between the money you have donated and the activities in the field.
  36. 36. Coffee break
  37. 37. Group work• Find cases from your specific line of work. Competitors, partners, others.• What are the good cases, what are the bad cases?• Why does it work? Why doesn’t it work?• Prepare a quick presentation for all of us explaining the above
  38. 38. Google Translate:• Iş üçün xüsusi xəttindən hallarda tapın. Rəqiblər, tərəfdaşlar, s.• Yaxşı işlər hansılardır, pis hallar hansılardır?• Nə istəyir? Niyə işləmir?• Yuxarıda izah hamımız üçün tez təqdimat hazırlamaq
  39. 39. Group discussion
  40. 40. Lunch break
  41. 41. Listening to the social media
  42. 42. The challenge!
  43. 43. Why should you listen?• To get smarter (gain knowledge)• Be on the forefront on your topic• To know what people are saying about you or your organization• To gauge sentiments (quantitative or qualitative)• To be able to reply when people talk about you or something relevant• To get to know people (networking)
  44. 44. The tools
  45. 45. 1 TwitterThe whole world at your finger tips
  46. 46. www.twitter.com
  47. 47. A listening strategy for Twitter• Start a personal or organization profile• On Twitter people are your access to knowledge and networks• Find people that are interesting and follow them. If you don’t know people, search for relevant subjects and see who is talking• Start Tweeting to attract more people (people tend to find you if you write about the right things)• Create lists for different topics• Search for keywords (#) and save them for later.
  48. 48. 2 TechnoratiAll the blogs in the world
  49. 49. www.technorati.com
  50. 50. How to use Technorati• Technorati is a blog search engine• Use it to find relevant blogs within your area• Search for relevant keywords and locate blogs• Select interesting blogs• Save them for later (using one of the following tools)
  51. 51. 3 NetvibesKeep track of your blog feeds
  52. 52. www.netvibes.com
  53. 53. How to use Netvibes• Netvibes is an RSS reader• RSS is ”Really Simple Syndication”• Find interesting blogs (or other RSS feeds)• Add them to Netvibes• Organize Netvibes in meaningful categories
  54. 54. Alternativeshttp://web.appstorm.net/roundups/top-10-web-based-rss-readers/
  55. 55. 4 Google AlertsBe alert when something happens
  56. 56. http://www.google.com/alerts
  57. 57. How to use Google Alerts• Very simple!• Set up searches• Wait for emails
  58. 58. 5 SocialmentionKnow when people are talking about you
  59. 59. http://socialmention.com/
  60. 60. How to use Socialmention• It is free• Very simple!• Search for your key word or phrase• Refine searches• See sentiments and top keywords• Limits: – You cannot save a personal profile – It does not search in everything
  61. 61. AlternativesTrackur.com – not free Radian6.com– Market leaderbut fairly cheap and VERY expensive Ubervu.com – Also a big player and pretty expensive
  62. 62. 6 HootsuiteThe social media war room
  63. 63. www.hootsuite.com
  64. 64. How to use Hootsuite• Keep track of all of your social network profiles and pages• Post to all of your social network profiles and pages• Schedule posts to social networks• Manage several employees• Get statistics of your acitivities in social networks• Freemium model: You get a lot for free, but have to pay when you get bigger
  65. 65. Alternatives Free – mostly focused on Twitter, but also includes Facebookwww.tweetdeck.com
  66. 66. 7 Google analyticsTrack your own websites and blogs
  67. 67. www.google.com/analytics
  68. 68. How to use Google Analytics• Use it to track everything you build yourself: – Websites – Blogs – Mobile pages• It is free AND also one of the best tracking tools in the world• You need to add a piece of code to your website (a little technical, but not very!)• It can basically track everything, but most importantly: – The amount of your traffic – The sources of your traffic – Search words coming to your site – Countries of your traffic
  69. 69. 8 KloutMeassure your influence in one number
  70. 70. www.klout.com
  71. 71. How to use Klout• Create profile and link it with all of your social networks• Twitter is most important• See your own status and compare with others in your network• Use it to improve yourself and pace your social media activities• Use it to find other influencers and expand your network• Find interesting content
  72. 72. Group work• Try out the tools that you find relevant for your work• Create profiles set up searches etc.
  73. 73. Group discussion• Tell the entire group about your experiences• What was good• What was easy• What was difficult• What would you recommend to others
  74. 74. peter@petersvarre.dk www.linkedin.com/in/petersvarre www.facebook.com/petersvarre www.twitter.com/petersvarre www.slideshare.net/petersvarre www.youtube.com/petersvarre www.foursquare.com/user/petersvarrewww.kommunikationsforum.dk/peter-svarre
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