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, potential funders, patients, potential volunteers
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
There is a huge amount of content online that you can use to get an idea of what motivates the people that matter to you, and what they’re saying about you, your projects, your services, your area of expertise.
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.
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
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 engage with your key audiences in a two-way, meaningful, relationship-focussed way.
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, and it’s a 24 hour beast.
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
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).
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?
People set up blogs for different reasons and in different ways
Set up by individuals who take great pride in their work.
They are passionate enough about a subject to take time to maintain their blog.
Their individuality often comes across in the tone used.
They may not all be experts in what they write about – but in some cases, they are, and they become highly influential and credible.
Set up by corporations for research, marketing, sales, support or development, or to enhance their internal communications and culture
Blog platforms Name Characteristics Wordpress Good if you want to use at a basic level online, or download and customise Posterous Good if you want to customise to a high degree online or offline, but is less user-friendly at a basic level than Wordpress Blogger.com Good for mobile blogging when customisability is not important
Think about what effects you want to create with your blog. Different types of post can have different effects. Here are some examples:
Instructional posts tell people how to do something. They can be good for establishing you as an expert, or building up a body of knowledge that you can also refer to in future.
Reviews give your take on a product or service. They can help you to sell your own product or service by comparison.
Lists are simply lists of anything – products, services, tips etc – that often have the title “10 Top Ways To...” or “7 Best Examples of...”. They can be good for getting search engine traffic and becoming part of a blogging community.
Analogy #1: Think of it like traders have financial feeds delivered to their screens. You have content feeds delivered to yours.
Analogy #2: You subscribe to a feed very much like subscribing to a channel on your TV.
Analogy #3: In the same way you receive emails with your email application, you can receive updates from blogs with your RSS reader application
Wherever you see the RSS icon, or the word ‘RSS’, this tells you that a site has a feed, and you can subscribe to it. You can build and organise your own monitoring system across hundreds of blogs or sites:
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
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
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
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
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
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
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
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
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
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.
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.