Social Media Workshop - Coaches

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A full day intensive social media workshop, covering strategy, blogging, facebook, twitter, youtube plus other productivity and search tools.

A full day intensive social media workshop, covering strategy, blogging, facebook, twitter, youtube plus other productivity and search tools.

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  • 1. Coach Propulsion Program
    Social Media Intensive Workshop
    April 2010 – revised for slideshare
    www.thinktankmedia.com.au/blog
  • 2. Social Media
    Why? What? How?
  • 3. Social Media
    Social: – Interaction, Conversation, Connection, Relationships.
    Media: – Tools you use to connect. Video, Pictures, Text, Audio.
    Examples of popular SM platforms – Twitter, Facebook, Linkedin, Blog (wordpress), Flickr, Youtube, Foursquare.
  • 4. Stats – April 22nd 2010
    1. 70% of Australian companies are active on social media sites
    2. More than a quarter have Facebook presence
    3. More than half of the organisations had switched money away from traditional media to fund social media
    4. Most of this money (47%) was shifted away from print media
    5. About 30 %of businesses had not measured the effectiveness of their on-line marketing
    The Age April 22  Business Day  (research carried out by Nielson )  
  • 5. This is a way we have always done business – however now it’s QUICKER and on a LARGER SCALE.
    WORD OF MOUTH. NETWORKING.TRUST.
  • 6. Video-Is this the biggest shift since the industrial revolution?
  • 7. How does it work
    Word of mouth that start on social networks
    It’s not who you know anymore…it’s WHO KNOWS YOU!
    Connections
    Relationships
    Sharing
    TRUST
  • 8. Source:www.socialmediaexaminer.com 2010
  • 9. Time for social media
    Source:www.socialmediaexaminer.com 2010
  • 10. Mates are now the hottest marketing channel
    We don’t care about your ad. We care about what our mates think!
    Facebook – Twitter – Foursquare – conversation, opinions,sharing.
    Write down 5 reasons why you choose to purchase a specific product/brand/service.
  • 11. Some Benefits of Social Media
    Generate exposure for your business
    Increase in quality traffic/opt in/subscribe
    New business partnerships
    Help you rise in the search engine rankings
    Generate quality leads
    Helps sell service/product and close business
    Reduce overall marketing expenses
  • 12. Source:www.socialmediaexaminer.com 2010
  • 13. Social Media Qualities
    Authentic
    Trustworthy
    Shares quality information
    Engaging
    Build relationships
    Shows to remember
    Cares
    Creative
    Enthusiastic with substance
    Who do you know that matches many of these qualities?
  • 14. Social Media Etiquette
    The purpose of these sites is to network, not to promote in a one-way fashion. Participating in these social networks needs to be about adding benefit to the community, not always about the promotion of yourself and your services.
    Be Balanced in your messages
  • 15. Personal Branding
  • 16. Personal Branding
    "A brand isn’t a brand to you until it develops an emotional connection with you."Daryl Travis – Emotional Branding
    "A brand isn’t a brand to you until it develops an emotional connection with you."Daryl Travis
  • 17. Personal Branding: You are a brand, a mixture of interactions and feelings! When people see, hear and experience you they are experiencing a brand of you too! Just like Roger Federer is a brand…you are too!
  • 18. Personal Branding – 8 steps
    Be everywhere – social networks
    Be social – honest, authentic, REAL
    Be yourself
    Be different – Stand out from the rest.
    Be a giver as well as a taker. CARE!
    Be searchable – Google
    Niche yourself
    Own your own domain www.sammutimer.com
  • 19. BE CREATIVE – STAND OUT – BE DIFFERENT
  • 20. Create Pre Buzz Views: 17,306 – Sam Mutimer
  • 21. Capture the moment
  • 22. Gary Vaynerchuk
    http://garyvaynerchuk.com/
  • 23. Wine Library TV
  • 24. Match em up! PB Game.
    Match each personal brand with the most likely brand they would choose.
    Queen, Paris Hilton, David Beckham, Kevin Rudd
    BMW, Ferrari, Porsche, Mercedes, Audi, Rolls Royce.
  • 25. Who are you?
    What does your personal brand stand for?
    What does it give your clients?
    How are you different from your competitors?
    Why should someone come to you?
    How do/will you display and communicate this online?
    Describe yourself in 3 words.
    Picture – by Mushy Pea
  • 26. A Welcome Video-Let’s Film!
    Name – Business name – What need you fill
  • 27. DEMO –What are people saying about you/your service?
    An important part of using social media tools is finding out what people are saying you and your products/services .
    SEARCH TOOLS:
    Twitter –www.search.twitter.com
    Google Alerts - www.google.com/alerts
    Social Mention – www.socialmention.com
  • 28. How to use Google Alerts
    Need a gmail account. Alerts top 20 (web) / 10 (news) results. Receive them by mail/RSS.
    Identify what you’re searching for – “sammutimer + thinktank media”
    Use the (+) to link things. Use the (–) to filter out unwanted results. Use (“ )to search”.
  • 29. Great place to start!
    Set up google alerts for:
    Your name, nickname and your blog's name “sammutimer” link:www.thinktankmedia.com.au/blog
    Track incoming links to your site -link:www.yourdomain.com
    Set up an alert that focuses on the keywords you want to rank for – see who’s your competition – always use ( “) “social media speaking events”
  • 30. Social Mention
  • 31. Twitter
  • 32. Why Twitter?
    Marketing and Communication.
    Great place to bring quality traffic to your site/blog – Once you have worked the platform well.
    Great place to connect-build up fans/supporter/community
    Exposure/Interaction/Connection/Relationships
    Business networking
    Word of mouth
    Joint Ventures – Partnerships
    Ideas – creativity
    Instant Google helper ;-)
    Breaking news
    Story telling
  • 33. What is Twitter
    Micro blogging
    140 characters or less
    Real time conversation
    Networking hub
    Word of mouth on speed!
    Sharing and discovery site
  • 34. 4 ways to Communicate on Twitter
    Tweet – sharing an update with your followers
    @ - messaging a person/replying – everyone can see this if they choose to. @sammutimer
    RT – Retweet – sharing another persons tweet with your follow base. Can go viral.
    DM – Direct message – private message to a specific person – goes to their tweet mail and email inbox
  • 35. Why Twitter
  • 36. Twitter – The How
    Set up an account – www.twitter.com
    Bio – How to write a catchy bio
    Picture – What picture to use
    Personality – Be yourself
    Branding
    FREE - http://www.colourlovers.com/themeleon/twitter
    FREE - http://www.twitbacks.com/
  • 37.
  • 38. Twitter Applications- For a more effective use of twitter.
    Tweetdeck – download application to computer/iphone/smart phone
    Web based - http://hootsuite.com/
    Groups – Lists – Stats – Search
    Cross posting – be careful not to cross post all the time.
  • 39. Finding people on twitter
    I would recommend finding and following people that meet any of the following criteria:
    Have tweeted about your product/service or company
    Have tweeted about your industry or cause
    Have tweeted about a problem your products/services can solve
    Are regional to you
    Have mentioned your interest in their bio
    Your competition
    Your workshop leader @sammutimer @nataliegiddings and myself  @jaymcc
    Generally I would recommend not following friends and family on your work account – create a second account for your personal life making it easy to “stay on message” with twitter
    By Jay MacCormack - @jaymcc
  • 40. Search tools
    Twellow-register yourself there too! /www.twellow.com
    Twitter search – www.search.twitter.com
    Tweet ups list (local) – eg. @tweetupmellers
    Peoples lists re: location/brand/topic
    To find people based on name/company/bio
    http://twitter.com/invitations/find_on_twitter
    Write down a list of people/businesses/industry/experts you want to follow
  • 41. Bit.ly
    URL shortener used on twitter due to limitation on characters.
    Records stats – How many people clicked the link, where were they from, what day did they click it, conversation on twitter using that link, referrers of that link.
    www.bit.ly- you can synch this up with tweetdeck
  • 42. Blogging
  • 43. What is a blog
    An online journal – your business personality
    A mini website
    A place to create quality content that your target market will enjoy and hopefully share
    A place to engage – trust
    A place to share and connect
    Niches works best
  • 44. Why Blog? Video
  • 45. Blogging platforms
    Wordpress – Great for search engines
    Blogger – www.blogger.com
    Smaller blogging sites (great for quick posts)
    Larger than a status update, shorter than a blog post – check these two out!
    Posterous - http://posterous.com/
    Tumblr - http://www.tumblr.com/
  • 46. Write your blog bio
    Firstly consider why you are blogging – what are your goals?
    What will your readers expect to gain from this blog?
    Who are you?
    How can they get the best from you?
  • 47. How to blog
    Tell stories
    Give away your knowledge
    Interview people in your industry/clients
    Lists and “how to’s” are great grabbers
    Debate a popular member of your community, or take the opposing point of view on a current topic.
  • 48. Write great headlines
    Follow through on the promise of your headline
    Tell your audience what’s in it for them
    Link with other blogs to share your view
    Include quality images
    Leave last sentence with an opening question
    Add video when necessary
  • 49. Identify Goals-Step 1
    What is the purpose of your blog?
    What will it focus on?
    How many posts will you commit to a week?
    Who do you want to attract?
    Do you want to build a list?
    Do you want advertising space on your blog?
    Will you softly sell your products from this space?
    Will it be used as lead generation?
  • 50. LISTEN – Step 2
    Build posts based on listening – what is trending/what is community talking about?
  • 51. What is the no.1 reason people buy?
  • 52. Prepare – Step 3
    Contribute first by joining existing discussions
    Forums/Twitter/Facebook pages
    Notice what is getting attention
    KNOW YOUR AUDIENCE – key to what you prepare.
    TASK - CLEARLY ARTICULATE WHO YOUR AUDIENCE IS AND WHAT’S IN IT FOR THEM
  • 53. SEARCH the trends
    Bullet point a list to search and begin by researching if any top bloggers are talking about this.
    GREAT places to search – technorati , Del.icio.us, Google Blogsearch
  • 54. Build a community – Step 4
    Leave good comments on influencers blogs/respected bloggers/blogs where target market hang out
    Be transparent, authentic, REAL!
    Be niched
    Feedburner is a great blog opt in tool.
  • 55. Contribute – Quality information
  • 56. DEMO A BLOG
    AFLPA
  • 57. Compose your first blog post
    Refresh yourself and look back at your goals
    Pick a specific topic
    What will your target market want to read? How do you know this? Research when you get back via forums/popular blogs.
    Incorporate video?
    Catchy heading
  • 58. Who wants a blog?
  • 59.
  • 60. Facebook
    Over 400 million users
    A space where people connect and share their views/pictures “status updates” – this can be about brands/products/services.
    Treat this space like your website…it’s probably more powerful.
  • 61.
  • 62. Fanpage - DEMO
  • 63. Set up a fanpage
    www.facebook.com/username- Create a vanity URL – must have 25 fans/likes.
  • 64. Brand your page
    http://www.involver.com/pages/gallery.html
  • 65.
  • 66. YouTube
    2nd biggest search engine in the world
    Video testimonials
    Interviews
    Speaking gigs
    How to’s
    Video blogging
    Explaining competition details
    Brand yourself
    Write down 2 things you will do to incorporate video into your business.
  • 67. Productivity
  • 68. How they talk to one another
  • 69. Small business case study
    Caroline Serviced Apartments – 3 months
    Increase in traffic 68%
    Increase in facebook fans 242
    Increase in twitter followers 345
    Sales from twitter - 5
    Sales from facebook- 3
    Increase in blog subscribers – 43
    Bloggers writing about this – 13
    EXPOSURE
  • 70. T mobile – Life’s for sharing
  • 71. Campaign ideas
  • 72. Social Media Strategy
    What is a Strategy??- An Action Plan
    Roadmap from A to B
  • 73. 90%
  • 74. Noise
  • 75. Why have a strategy?
    Lessen Impact
    Mixed Messages
    Procrastination
    Time Suck
    COMPROMISE RETURN ON INVESTMENT (ROI)
  • 76. Social media marketing is a key driver in brand awareness, sales & lead generation but you must...
    HAVE A STRATEGY
  • 77. Indentify a Social Media Plan
    Objective
    Your unique value proposition
    Target Audience
    Action Plan
    Measure & Monitor
  • 78. Objective – Business Goals
    Before you get started, think about your business goals. Common ones are:
    Brand Awareness?
    Sales?
    Engagement?
    Connect with current & potential customers?
    Create a community around your business?
    Promote other content you create (e.g. Webinars, blog articles, etc)?
    Position yourself as an expert?
  • 79. What is your unique value proposition? 
    The thing that makes you unique. Just simply copying what your competitors is doing leads to nowhere.
  • 80. Target Audience
    Target Audience: Average age, gender, demographic, lifestyle etc
  • 81. A few observations:
    The average social network user is 37 years old.
    LinkedIn, with its business focus, has a predictably high average user age; 44.
    The average Twitter user is 39 years old.
    The average Facebook user is 38 years old.
    The average MySpace user is 31 years old.
    Bebo has by far the youngest users, as witnessed earlier, with an average age of 28.
    Source: Google Ad Planner US data sited March 2010
  • 82. The Nitty Gritty - Action Plan
    What are the everyday, every week & every month activities you need to do to reach these goals?
  • 83. Sample Action Plan
    Per Month
    Meet Two New People on Twitter In my Target Marketing - (15 Mins Per Day- Max)
    Listen – Set Up Google Alerts
    Update FacebookFanPage – Every 3-5 Days with best article, latest blog post, question to audience
    Run a campaign to encourage newsletter sign ups or new friends on Facebook with a Giveaway
    4 Blog Posts Per Month
    1 Podcasts – Free Download - Own Radio Channel
    1 Video Testimonial – You Tube – Third Party Advocates Rock!
    1 The “How-To” Article or List
    1 The Definition Article
    Present a Theory or Argument
  • 84. Every other month
    Create a Resource like a free report, whitepaper or e-course
    White Paper
    Cheat Sheets/Quick Guides
    Organise an Event
    Be Consistent!
  • 85. Measure & Analysis
    Metrics to try:
    Reach- Followers/Likes
    Engagement: RT, Comments, Likes, interactions, comments, etc.
    Sales Enquires:
    Visitors – To blog/site
    Top Refers-Which sites are they coming from
    Impact on Sales Funnel: Visitors to your blog/website – leads + spend.
  • 86. Monitoring
  • 87. Now it’s your turn
  • 88. Review Review Review
  • 89. Advertising Real Life Magazine
    Advertising Real Life Magazine $2800.00 +
    0 Leads
  • 90. Where from here?
    If you are keen to adopt a social media presence for your business then possible next steps:
    Outline a basic strategy
    Set up a blog
    Utilise video platforms
    Twitter – Facebook – Linkedin – Most popular
    Flickr – all photos
    Run competitions/campaigns
    Benchmark – monitor and measure success
  • 91. Connect with us! www.thinktankmedia.com.au/blog
  • 92. Sam Mutimer – Natalie Giddings
    Senior Social Media Strategists
    Twitter: @sammutimer @nataliegiddings
    Facebook: www.facebook.com/thinktankmedia.au
    Mail:info@thinktankmedia.com.au
    Tel: Thinktank Media on 1300 660 651
    Google us – Sam Mutimer/Natalie Giddings