How to win friends using web2.0
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How to win friends using web2.0

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Presentation delivered my Sara Robinson, MD of Cake Communications, to clients of Positif Politics on Friday 25th November 2011.

Presentation delivered my Sara Robinson, MD of Cake Communications, to clients of Positif Politics on Friday 25th November 2011.

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How to win friends using web2.0 How to win friends using web2.0 Presentation Transcript

  • Social media: A Guide Positif Politics November 2011
  • Social media: A Revolution
    • The machine is us/ing us
    • The Social Media revolution
  • What is social media?
  • Different types of social media
    • Although they all enabling sharing, there are several different types of social media. We will cover these in more detail later.
    • Blogs are online diaries
    • Microblogs (Twitter) is texting online
    • Forums are conversational threads
    • Video sharing (YouTube) is shared video clips
    • Social photo (Flickr) is shared images and photos
    • Social networking (Facebook, LinkedIn) is all of the above
  • Live Exercise: Your social media savvy
  • Social media makes the world go around
  • How it is changing the media landscape
    • Traditional communications were brand-led – organisations ‘ owned ’ their brands
    • New communications are word-of-mouth led. Social media gives more power to people. Today, people own the brand. The brand is what people perceive it to be, and now, say it is.
    • These people can be employees, experts, clients, potential employees, potential clients
    • They are passionate enough to create blogs, videos, and images, or to comment on them – often in their own time
    • The explosion of social media also means that your sources of information are fragmenting. Instead of a few TV channels, radio stations or newspapers, you now have access to thousands of blogs, social networks and so on
  • How it relates to business / organisations
    • Businesses and other organisations can – and do – use social media. For every major function of an organisation, there is an equivalent social media function:
    • Research = Listening to the conversations people have with each other to understand their wants and needs
    • Marketing = Talking in the conversations people have with each other to spread messages about your company/organisation and products/services/cause
    • Sales = Energising customers to sell you by finding your most enthusiastic customers/employees/supporters and supercharging them online
    • Support = Supporting customers/supporters to support each other by setting up tools that help them do this
    • Development = Embracing customers to work with each other by integrating them into the way your business or organisation works
  • Opportunities and Threats
  • Research
    • Research opportunities
    • There is a huge amount of content online that you can use to get an idea of what motivates people, and what they’re saying about you, your brands, your people, your products and services, your clients and your competitors
    • This is not just text. Social media covers multimedia too, so people are sharing audio, video and pictures. It is an extremely rich environment for researchers.
    • Research threats
    • The amount of online content can be overwhelming so you must figure out how to find what you need
    • Don’t believe everything you read. Not everyone is an expert online
  • Marketing
    • Marketing opportunities
    • Social media presents an entirely new and powerful way of communicating with people. Instead of broadcasting messages that they may not believe any more, you can talk to and with customers and clients to move them along the marketing funnel.
    • Marketing threats
    • Resource can be a problem. You are already probably doing some marketing, maybe also advertising and other communications such as PR. You now also have to take onboard social media.
    • Social media has fragmented everything – that is, instead of large segments of audience you are now looking at many smaller segments. You need to be sophisticated in the way you find these smaller segments and address them in a suitable way
  • Traditional marketing vs social media
  • Sales
    • Sales opportunities
    • Instead of pushing broadcast messages out to people who might not be listening anyway, you can interact with people in a much more targeted, persuasive way
    • You can push web traffic towards your website where people can check the facts and are one step closer to buying
    • Social media can work well alongside more traditional methods of online selling, such as adverts
    • Sales threats
    • Social media thrives on ‘telling, not selling’. If you don’t share information that is useful to people, and instead try to sell yourself too hard online, you will get few results
  • Social media strategy: An overview
    • Where you are now
    • Your current strengths and weaknesses
    • Your competitors
    • Where you want to be
    • Business functions
    • The opportunities and threats if you do this
    • Who you want to talk to
    • Audience behaviours
    • Messaging/Why they want to listen to you
    • How you’re going to get there
    • SMART objectives
    • Tactics for social media types
  • Where are you now?
    • Before you can start any social media programme you need to know where you are now. Otherwise you don’t know the direction you’re going in, or what success looks like.
    • What are your organisation’s strengths and weaknesses online?
    • How capable are you or your team online?
    • How big is your team?
    • What online resources or communities do you currently have, such as your website?
    • Do you have content that works online, such as videos or pictures?
    • Who are your competitors?
    • Share of voice: how many results do you get in search engines for them, compared to you?
    • Sentiment: how do people feel about you, and them, online?
  • Where do you want to be?
    • Decide which of the business functions you want to address. To recap:
    • Research=Listening
    • Marketing=Talking
    • Sales=Energising
    • Support=Supporting
    • Development=Embracing
  • Opportunities vs Threats
    • Think about the opportunities and threats of doing this:
    • Will you increase your visibility online?
    • Will you increase sales/supporters?
    • Will you increase leads?
    • Will you lead conversations?
    • Will you learn more about your industry/sector?
    • Can your team handle increased online traffic?
    • Will you be able to prove that it was worth your investment?
  • Audience
    • Think about who you want to talk to (your audience)
    • Decision makers
    • CEOs/ CFOs
    • Journalists
    • Think about their demographics
    • How old are they?
    • What is their gender?
    • Where are they (Wales, UK)
  • Audience behaviours
    • Think about how your audience consumes online content
    • While demographics work for offline media consumption, online is different. This is because anyone globally can access online information, regardless of geography.
    • Therefore, online communications looks at what are called the technographics of an audience. This takes a broad demographic and creates a profile of how that demographic behaves online
  • Technographics
    • Research shows typical online behaviours are:
    • Creators – who tend to set up blogs and groups
    • Conversationalists – post regular updates and statuses
    • Critics – who contribute their opinions
    • Collectors – of friends, feeds, pictures, videos and so on
    • Joiners – who like to feel a sense of belonging
    • Spectators – who pop in and out of sites and leave little footprint
    • Inactives – who don’t tend to participate online
    • Having established the technographics of the audience, you can develop tactics that will work with their behaviour. For example, if you discover that they are predominantly collectors, you can offer them collectable content. If they are critics, you can offer rate-and-review material (like Amazon.co.uk).
  • Technographics tool
    • The Forrester Groundswell tool will help you with this
    • To use it, go to http ://www.forrester.co.uk/Groundswell/ profile_tool.html Specify the age, country and gender of your audience. It will give you a profile based on thousands of case studies. This is your starting point for giving them content in the way they want to consume it.
    • For example, if it turns out that your audience is predominantly critics, it may not be worth your while to set up a community for them, because they don’t tend to join communities
  • Quiz: Your social media type Where are you on this ladder?
  • Messaging
    • Think about why these people would want to listen to you
    • What are their challenges?
    • Is there anything they’re doing now that they would rather not be doing (e.g. smoking)?
    • Is there anything they’re not doing now, that they would like to start (e.g. supporting a charity?)
    • What are your competitors saying to them?
    • Develop messages that appeal to their challenges but are different from what your competitors are saying
    • Think about ways to convey these messages in a creative, compelling way
    • Repeat these messages in all your communication – whether online or offline.
  • Measurement
    • Develop online objectives that are SMART: Specific, Measurable, Achievable, Realistic, Timely
    • Examples of objectives could be:
    • – Increase share of voice
    • – Improve online sentiment
    • Set a time to measure your progress against your competitors and your objectives, and assess your strategy. Measurement is important:
    • If you don’t measure against competitors, you’re not measuring within your market
    • If you don’t measure against your objectives, you don’t know what success looks like
    • If you don’t revisit and revise, your online programme will flounder and may eventually die, simply because you never knew whether or not you were successful
  • Social media platforms
  • Where are organisations concentrating efforts?
  • Twitter
  • What is Twitter?
    • Twitter is a social networking and micro-blogging platform
    • It’s a bit like blogging, a bit like texting and a bit like instant messaging
    • Tweets are text-based posts of up to 140 characters displayed on the author's profile page and delivered to the author's subscribers who are known as followers
  • What is Twitter?
    • A Twitter user can post updates, follow and view updates from other users (this is akin to subscribing to a blog’s RSS feed), and send a public reply or private direct message to connect with another Twitterer
    • Tweets have evolved to more than everyday experiences, i.e. what I had for breakfast
    • They now take the shape of shared links to interesting content on the web, conversations around hot topics (using hashtags ), photos, videos, music, and, most importantly, real-time accounts from people who are in the midst of a newsworthy event, crisis, or natural disaster
  • Anatomy of Twitter
  • Important definitions
    • TWEET Each comment posted on Twitter is referred to as a tweet, and the act of sending a tweet is referred to as tweeting
    • RETWEET A Retweet is a type of message posted (or tweeted) on micro blogging service, Twitter, that repeats some information previously tweeted by another user, symbolised by RT at beginning of Tweet. E.g. RT@BRITNEYSPEARS Positif Politics is a great company
    • FOLLOWING To subscribe to someone’s Twitter updates
    • FOLLOWERS To have people subscribing to your Twitter updates
    • @Reply Beginning your Tweet or citing @personsname in your Tweet designates that you are referring to @personsname. People tend to monitor their @ mentions so it acts as a convenient, albeit public, way to communicate with people who are not following you
  • Important definitions
    • HASHTAG A topic with a hash symbol (“#”) at the start to identify it. Twitter hashtags like #followfriday help spread information on Twitter while also helping to organise it
    • LIST Basically Twitter’s “Group” function, offers a convenient way to bunch other users on Twitter into Groups to get an overview of what they’re up to
    • DM Short for Direct Message, a private Tweet which you can only send to people who are following you
    • TRENDING TOPICS Twitter indexes the most common phrases currently appearing in messages, making it into a discovery engine for finding out what is happening right now.
  • Twitter management
    • Lets you manage all your Twitter profiles in one place. Godsend if you’re trying to keep on top of multiple tweets. Another useful feature is the pre-schedule tweet button, letting you stagger your messages throughout the day
    • HootSuite tracks user engagement by summarising your link statistics and individual tweet stats, letting you see at a glance which tweets have generated the most interest within the Twitter community. It also tells you who your top referrers are and where they are in the world
  • Finding who to follow
    • Twitter search function / Find People function
    • Twitter search engines e.g. Tweepz, Tweepsearch, Tweepdir
    • Twitter directories e.g Twellow (20m profiles), WeFollow (250m profiles), Just Tweet It
    • Hashtags e.g. #computing
    • Takes time to map your audience – won’t happen overnight – but this is crucial to building your following
  • Building a following
    • “ Twitter is not getting followers – its creating a reason to be followed – you are in the hands of your market – that ’ s how it should be ” – Ed Dale
    • You create a reason for people to follow you by being relevant and interesting to them
    • A sensible starting point might be to use it for information or news distribution and then build on this accordingly
    • Shifting from one way communication to becoming more engaging over time
    • Have a clear objective
  • Tweeting
    • You type your tweet in the dialogue box at the top of your Twitter page
    • You have 140 characters or fewer in which to put across your message. This can be one thought, opinion or sentiment, and it can include links to other websites, for example to promote your latest blog post or sales offering.
    • Use tricks to help you be brief:
    • Words for numbers, such as to=2, for=4
    • ‘ Emoticons ’ to show how you ’ re feeling, such as :) for happy, ;) for irony
    • Link shortening utilities such as bit.ly to reduce the length of URLs
    • This reinforces the point that Twitter is like texting. A lot of the techniques you use to text more efficiently, you can use in Twitter
  • Rules of engagement
    • Replying: Click on ‘reply’ or type @username and type your response. Be warned – everyone can see it
    • DM: Only works if you are both following each other. Click in Twitter dialogue box and type DM space username. Totally private
    • Retweeting: Forward interesting tweets to your followers. Type RT space @ person’s username then cut and paste. Edit with care if necessary. Try and retain meaning. Cite your source!
    • Hashtags: Use to tag your content & make it more searchable e.g. #ge2010 #ff
    • Trending topics: What’s hot on Twitter? Example: Gigwise/John Terry
  • Gigwise and #JohnTerry
  • Twitter list
    • Great way of keeping up to date on specific groups of people. For example, you could have one list of friends, another of colleagues, another of clients, AMs and so on.
    • To create a list:
    • 1. In Twitter, click the Lists button and click New list
    • 2. Type in the list name
    • 3. Specify whether you want the list to be public or private. You might want to create a public list so that other people can see who you consider to be an expert on a specific topic.
    • 4. Click Create and follow the on-screen instructions to add people
    • Try Listorious – has lists of MPs etc
  • Facebook
  • Facebook: Background
    • Most visited website in the US, overtaking Google during 2010
    • More than 750 million active users. 250 million use it on mobile device
    • Market growth has started to stall in some regions, with the site losing 7 million active users in the United States and Canada in May 2011
    • More than 30 billion pieces of content (web links, news stories, blog posts, notes, photo albums, etc.) shared each month
    • Average user:
    • 130 friends - connected to 80 community pages, groups and events - creates 90 pieces of content each month – 55 mins per day – ‘Likes’ four pages per month
  • An evolution 2005
  • An evolution 2011
  • Facebook: Where is it now?
    • The latest incarnation of the Facebook homepage places a new emphasis on search and lets you sort through much more information without ever leaving the homepage
    • Search is fast becoming the battleground for the social media and search engine giants
    • Being the go-to place where people look for information is an incredibly powerful position, one which Google has dominated for a number of years
    • Notice the much more prominently placed search bar at the top, including real-time search
    • Many of its recent privacy changes were made in the hopes that users would make some of their updates public so others could search for information just like they already do on Twitter and some other networks
  • Facebook for organisations
    • Many brands and agencies will kick off activity in Facebook without a clear vision of what they hope to achieve (77% of all Facebook pages have less than 1,000 fans, limiting impact)
    • Create a customised Page for your brand/organisation
    • Provide compelling and varied content that people will want to share
    • Ensure there’s a call to action or incentive to participate
    • Remember it’s an ongoing conversation, not a one-way message blast
    • Make your Facebook Page central to social media activity
  • Case study: I Will for Wales Use of a bespoke app to spread message of a pledge virally
  • Earth Hour
  • Pages updates
    • In addition to being able to share photos, videos, and notes on Pages, Page admins now have a powerful tool previously only on Facebook profile pages - Status Updates
    • You can now post short blurbs that ‘Fans’ might find really interesting and engaging
    • Brands and small businesses – Share exclusive information about upcoming products or promotions, and encourage fans to share information you post with their friends. Respond to customer concerns and excitement directly and openly
    • Communities and non-profits – Post Events and Causes to mobilise your community, and share status updates and Notes on what’s happening with them
    • Facebook Pages are becoming a lot more like Twitter in terms of the ways marketers can use them to reach and engage people
  • Facebook places
    • Facebook’s location-based social networking tool allows you to share where you’ve been, where you are now, where you’re going
    • You can also add a specific place, like a restaurant or park, to your post
    • You have the option on the move to share your location by "checking in" to that place and letting friends know where you are
    • How might this be useful to an organisation?
  • Linked In
  • Background
    • Business-focused social networking site, launched in May 2003
    • The world’s largest professional network on the internet with more than 120 million members in over 200 countries and territories
    • 6m+ members in the UK
    • More than 2 million companies have LinkedIn Company Pages
    • Allow registered users to maintain a list of contact details of people they know and trust in business – ‘connections’
  • Profiles - digital CVs
    • When viewing other profiles, you will see a list of icons and options to the right of the snapshot:
    • Send a message : Send a message to the user if you are connected, an inMail if you are not
    • Add to your Network: Adds the user to your network
    • Recommend: Write a recommendation for your connection
    • Forward profile: Have someone you know in common introduce you
    • Get introduced: Write a recommendation for your connection
    • Search for references: Search through the user’s companies for potential references
    • One Click Reference: Conduct a quick reference check on the person that you are viewing
  • Optimise your profile
    • Don't cut and paste your CV. Write for the screen, in short blocks of copy with visual or textual signposts. Use a similar tone to the way you would blog – use the active voice, be direct, be ‘human’
    • Write a personal tagline. The line of text under your name is the first thing people see in your profile, and it follows your name in search hit lists. Make sure it gets across who you are and what you do in a compelling way
    • Put your elevator pitch to work. This is what you should use in your summary – it’s your 30 seconds to grab someone’s interest
  • Creating a company page
    • A company profile shows what a company does, what it specialises in, and lists all the people who have that company in their profile.
    • To create a company profile:
    • 1. Click Companies at the top of your profile page, then click Add a Company
    • 2. Type in your company's official name and your email address. You may be asked to confirm your address. Whichever name you enter as the company name will become your custom URL. For example: http://www.linkedin.com/company/yourcompany -name
    • 3. On the next screen, you will be able to add all of the vital stats about your company, including: logo, company descriptions, specialities, type of company, year established, industry, Twitter account, RSS feedCreating a company profile
  • Linked In: Build a network
    • It is also possible to view a list of your colleagues (present & past) and classmates on LinkedIn
    • Market yourself. Publicise your LinkedIn address on your Email signature, Business card
    • Connect. Get into the habit of dropping people an invite straight away after a meeting – you will quickly build a very strong, relevant network
  • Linked In Groups
    • The place to find and join communities of professionals based on common interest, experience, affiliation, and goal
    • If it doesn’t exist – create it!
    • Discussions feature: You can discuss issues that are of interest to the entire group in this vibrant and professional atmosphere
    • Fantastic for thought leaderships and challenging views and opinions
    • Answers feature: A powerful way to share knowledge. Ask your question and get fast, accurate answers from your network and other experts worldwide
    • Showcase your knowledge, expertise, and interests by answering questions
  • Linked In & Twitter
    • A great time saver!
    • To add your Twitter account to LI profile, visit “ Edit My Profile ” and click “ Add Twitter account ” next to the Twitter field
    • To share updates from Twitter to LinkedIn, visit the settings page. Here you have the option to share all tweets, to share only tweets that contain #in or #li, or not to share tweets at all. You can change these settings at any time by clicking “Edit” next to your Twitter account name
    • If your tweet is personal and you don’t wish to share it with your professional crowd, just exclude #in or #li
    • To share updates from LinkedIn to Twitter, check the box next to the Twitter icon on the LinkedIn home page. The first time you do this, Twitter will verify your account name and password. Whenever the Twitter box is checked, that update will publish to your Twitter feed
  • Video killed the radio star
  • The power of video
    • Video offers tremendous opportunity to engage audience groups online
    • Viral spread – easy for consumers to share video content – meaning videos can spread very quickly online
    • Length – it is best if videos do not shoot past 1 minute in length online – reducing production costs
    • http ://www.youtube.com/ nonprofits
    • Premium branding capabilities and increased uploading capacity
    • Option to drive fundraising through a Google checkout donate button
    • Listing on non-profit channels and non-profit video pages
    • Ability to add a call to action overlay on videos to drive campaigns
    • Posting a video opportunity on YouTube Video Volunteers platform to find a skilled YouTube user to create a video for your cause
  • Charity/non-profit YouTube classics
    • WWF – Because we ’ re all connected
    • Shelter – House of cards
    • Droptheweapons.org – Choose a different ending
    • Manchester Gay and Lesbian Foundation – F*** You
  • Google +
    • Google’s social network based on ‘circles’ e.g supporters, staff, family
    • User controls what content is visible to which circles
    • Google has flung open the doors to brands & non-profits. Toyota and Pepsi are among early adopters of ‘Pages’ feature
    • Search integration. ‘Direct connect’ – allows you to search users and brands in Google using a ‘+’ sign before search term
    • 40m users to date
    • Hangouts – group video chat for up to 10 people – useful business function
  • Strategy round-up
    • At the core of social media strategy is traditional PR – Must be new, sufficiently interesting for someone to want to take their own personal time to talk about it and relevance is highly important
    • Simplicity is vital. Online influencers are extremely time poor. Key messaging must come through instantly
    • Attention-grabbing works – Humour (Old Spice - http ://www.youtube.com/watch?v= owGykVbfgUE )
    • Bring the story to life as much as possible
    • The further you go the stronger the message, the reach, the impact
    • Video is enormously powerful
  • Two way
    • The key feature that differentiates social media from traditional media is its facility for two-way dialogue
    • This brings with it a number of important advantages:
    • - More powerful engagement - Improved recall - Active involvement - Participative for both parties
    • Make this principle core to a social media campaign
  • Measurement
    • No. of pieces of coverage
    • No. of Tweets regarding activity
    • Total audience reached
    • No. of people exposed to Tweets
    • No. of Friends/Fans
    • No. of video/image views
    • Level of engagement
    • No. of comments
    • No. of Likes, etc.
    • Fan Page Quality score and stats
    • No. of ReTweets
    • Coverage online media value (CPM relative to coverage size)
    • Visibility within search returns
    • Improved site traffic
  • Case Study: Agile Nation
    • Aim: Raise awareness of its £12m European-funded project which addresses gender inequality in employment by training women and supporting employers to implement flexible working measures. Chwarae Teg wanted to position itself as relevant to ordinary women at the same time as spreading the word about Agile Nation.
    • Budget: Very small budget to achieve this!
    • Research: Technology specialist Forrester Research describes the internet as “just another channel for women to do what they enjoy: shopping, talking, and caring”. Its data showed that 55% of women aged 18 to 34 use the medium regularly compared with 45% of men. Women also make up the majority of users on most social networking sites, and 70% of female social network users are aged 25-54, the target demographic for the project.
  • Case study: Agile Nation
    • Designed multi-channel social media-led campaign aimed to start an online conversation amongst women about what inspires them in everyday life, promoting Agile Nation as a project enabling women to fulfil their potential
    • The campaign would culminate in an event for 200 women in Bridgend on International Women’s Day (IWD). Women not able to attend could enjoy it online.
    • Creative concept: Womenspire - Based on women inspiring other women and being inspired themselves. This underpinning ‘inspiration’ theme linked to motivation, achievements and self-improvement
    • Devised Innovative free ‘app’ with inspirational quotes from famous women, from Marilyn Monroe to Mo Mowlam, allowing women to post their own tales of inspiration onto the web at the touch of a button.
    • The ‘ Womenspire ’ app, created for the iPhone and Google Android platform, and launched on IWD, marked the first time a Welsh organisation used an ‘ app ’ to engage with women across Wales, which in itself grabbed headlines.
  • Agile Nation: Implementation
    • A Twitter profile, Facebook group, Linked-In group and dedicated section of Agile Nation website created where women could upload pictures & share inspiration
    • Audiences built using research and outreach
    • Regular content posted to all sites to stimulate response/interaction
    • The campaign promoted offline with ‘What Inspires You?’ Postcards which encouraged women to fill in and return or visit the dedicated website
    • Press coverage generated around ‘app’ launch to draw people’s attention to the campaign and drive them to social networking channels
    • Womenspire event tweeted in real time with hashtag. Women able to enjoy of event despite not being present
    • Event filmed and videos quickly put onto YouTube/Vimeo, including ‘inspiration vox pops’ with attendees
  • Agile Nation: Impact
    • Campaign created a stir in the blogosphere
    • Guardian Cardiff, Waleshome.org and Superwoman blogs all mentioned it
    • Value of press coverage equated to over £48,000
    • Twitter - 340 followers within weeks
    • Linked In group had 50 professional members all with their own large networks, and active discussion threads
    • YouTube videos from IWD event - viewed over 700 times
    • App was downloaded 1071 times and achieved an average rating of 4 out of 5 across the iPhone/Android platforms
  • The final results
    • Web hits to www.agilenation.co.uk doubled during March 2010
    • Rise in enquiries to the project team
    • As a direct result of the campaign, Chwarae Teg’s commercial director was approached to take part in a Guardian Careers live web Q&A on flexible working
    • Account Director Sara Robinson was also invited onto BBC One Wales’ live political programme ‘Dragon’s Eye’ to discuss how Chwarae Teg used social media to engage with women
    • In legacy terms, the @womenspire channel is used for all Twitter/LinkedIn communication for Chwarae Teg and has become an online brand in its own right.
  • Any questions?