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Socialising your brand online: Media Skills Network

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Presentation to the Media Skills Network around how to socialise your brand online. The presentation gave this dynamic, smart group of media trainers a social media overview, followed by learning how …

Presentation to the Media Skills Network around how to socialise your brand online. The presentation gave this dynamic, smart group of media trainers a social media overview, followed by learning how to build a social media strategy, deliver kick-ass content, and finally looking at the technology and tools involved.

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  • 1. Socialising Brands Online
    Social Media Workshop
    for the Media Skills Network
    August 2010
  • 2.
  • 3. Welcome
  • 4. Entoure“Virtual Tour de Kids”
    “I’ll take on the pain, the suffering, the time away from my family, the lack of a social life – there’s no point if I’m not hurting for the kids.”
    – Tour de Kids blogger
  • 5. Media140
    “Future of Journalism
    in the Social Media Age”
  • 6. Spinal Cord Injuries Australia“Walk On National Launch”
  • 7. #1 of Australia’s Top 100 Most Followed PR Specialists  via QUT (Source: http://www.tweepr.com.au/top-100.html#)
  • 8. Social media lingo
  • 9. The art of conversation
  • 10. Today’s session
    During this session, you will learn:
    Overview and current state of social media
    What is a Social Media Strategy and what kinds of content ‘Rock the Casbah’
    Best tools and applications for an online presence
  • 11. Outcomes
    By the end of this session, you will be able to:
    Understand how to produce quality Social Media strategy & content
    Converse with people in online communities to build excitement around brands
    Know which Social Media tools to use for best practice
  • 12. What is Social Media?
    “Social Media is an umbrella term that defines the various activities that integrate technology, social interaction, and the construction of words, pictures, video and audio.”
    “Social Media is people having conversations online”
    http://www.wikipedia.org
  • 13. Social Media is...
    Not about technology
    Word-of-mouth (gonedigital)
    Real-time
    Telling a story
    Global
  • 14. Rules of engagement
  • 15. Rules of engagement
    DO
    DON’T
    Create exclusive content
    Be transparent
    Get to know people
    Repurpose marketing material
    Be aware of privacy settings
    Hard sell
    Delete content
    Talk at people
    Repeat marketing material
    Forget to protect private info
    #deeplyofftherecord
    Don’t publish anything you don’t want
    on the front page of a newspaper!
  • 16. Who’s who in the zoo
  • 17. The facts
    Spending is up from $716M in 2008 to $3.1B by 2014
    86% of marketers have increased their SM budgets in 2010
    68% of small businesses will increase their SM Marketing efforts in the next year
    Australians spend 7 hours /month (global average 5.5 hours)
    9.9M of Australia’s 22M population use SM = 41%
    Source: Neilsen – March 2010
  • 18. Facebook
  • 19. Facebook facts
    Facebook has 500 million active users
    50% of active users log on every day
    46% of users talk about or recommend products on Facebook
    Women users 55+ grew 175% since Sept 09
    70% of Aussie mums use social networking to keep in touch
    Facebook’s estimated valuation is $10b
  • 20. Personal profile
    Consistent with
    business profile
    Intro to other pages
  • 21. Cause page
    Status update
    180x240px
    Customisable tabs
    Engaged supporters
    Engaged network
    Inspiration
    Elevator pitch
  • 22. Community page
    Created, owned &
    updated by community
    Report back
    on goals
    520,000+
    fans
  • 23. Business page
    Customisable tabs
    For eg. entry page
    ‘Share’ with
    personal network
    Page analytics
    Promote page through adverts
  • 24. Promote or share
    Create standard advert
    Promote page by
    highlighting recent posts
  • 25. Insights
    Gender and age of fans
    Global spread
    Is page translated?
  • 26. Twitter
  • 27. Twitter facts
    106 million registered users
    55 million tweets per day /640 tweets per second
    30,000 new sign-ups per day
    55% female skew, 45% of tweeps18-34
    347% increase in people accessing Twitter from their mobile
    Estimated valuation $1 billion
    Source: http://www.hubspot.com
    Source: website-monitoring.com
  • 28. Twitter
    NEW: lists shared followers
    Customised
    background
    with pic / links
    VIP stats
    Lists summary
    Content
    development
    Business
    development
    http://www.twitter.com/
  • 29. Advanced search
    Boolean logic
    Enter #hashtags
    Search by city
    Enter @name
    Search by  or 
  • 30. Search results
    NEW: shows
    twitter profiles
    NEW: Retweets
    gets its own tab
    Searches for
    recent results
    NEW: Top RT
    Save search
    for later
  • 31. Twitter lists
    Create own lists of favetweeps
    Other people’s lists
    TIP:
    Follow other
    people’s lists
  • 32. Tweetdeck
    VIP: Settings
    Multiple accounts
    (not FB Fan page)
    Multimedia
    uploads
    Customised
    columns
    NEW:
    Send now or
    schedule later
    Best of all
    it’s free!
    http://www.tweetdeck.com/
  • 33. Blogs
    Customise
    header
    Similar bio
    for all
    Twitter feed
    http://www.blogger.com / www.wordpress.com
  • 34. Tumblr
    Geared to quickly publish multimedia to your blog
    Like Twitter,
    you follow
    & are followed
    Additional content to seed into your presence
    http://www.tumblr.com/
  • 35. Google Buzz
    Photo streaming
    Hung jury: need compelling reasons to adopt new stream
    Repurposes Twitter content
    http://www.google.com/buzz
  • 36. Flickr
    http://www.flickr.com/
  • 37. YouTube
    Customised background image
    Subscribe or
    favourite
    All uploads
    listed
    http://www.youtube.com/
  • 38. 12seconds
    http://12seconds.tv/
  • 39. Audioboo
    http://audioboo.fm
  • 40. Linked In
    Participate
    in discussions
    Status
    updates
    http://www.linkedin.com
  • 41. Slideshare
    Follow
    Free & shared knowledge
  • 42. Tweetmeme
    http://tweetmeme.com
  • 43. Foursquare
    Badges
    Share tips
    Mayor info
    http://foursquare.com/
  • 44. Rapportive
    Profile views
    Lift pitch
    Twitter stream
  • 45. Importance of socialising online
    • It’s an attention economy
    • 46. It’s not about technology
    • 47. People are connecting online in increasing numbers
    • 48. Keep it real & be authentic
    Key to success:
    Choose your channels, build a solid strategy and develop exciting content!
  • 49. Conversation
    Authenticity
    Creativity
    Inspiration
    Connection
  • 50. Strategy
  • 51. Differences in tactics
    Communications
    Social Media
    Brand in control
    Delivers a message
    Repeats the message
    Focused on the brand
    Educating
    Organisation creates content
    Audience in control
    Part of a conversation
    Adapts the message
    Focused on the audience
    Influences
    User-created content
    Source: Slide 10 from ‘What’s next in new media?’ by Neil Perkin
  • 52. About charity:water
  • 53. Fresh backgrounds
  • 54. Daily photos
  • 55. Regular blogs & video
  • 56. charity:water successes
    Simple: $20 = water for one person for 20 years
    Unique call-to-action: give up your birthday
    High impact branding
    Committed to social media strategy  global movement
    Network of supporters tell their stories too
    Celebrates individual and collective success
  • 57. Activity
  • 58. Content that kicks
    1) Observe: What you’re doing, thinking or feeling
    2) Read: Link to an interesting blog or news article
    3) Watch: Post a link to a cool video
    4) Events: Share a link to the next event you’re organising / will attend
    5) Promote : Post a link to your blog or other resources
    6) Chat: Send messages / answer questions
  • 59. Content that kicks
    7) Repeat: Reference them on Twitter or Facebook – include your opinion!
    8) Question: Survey people
    9) Storytell: Talk to the story behind the brand
    10) Behind-the-scenes: Exclusive content for social media fans
    11) Have fun: Competitions, jokes, silly photos all work
  • 60. Tops tips
    A great picture tells a thousand words
    Give shout-outs to others
    Be inventive
    Talk to your influencers
    Follow new followers back
    Show your passion for the brand
  • 61. Find your followers
    Twitter : hashtag advanced search
    Twitter: follow relevant Twitter lists
    Twitterati: http://www.twitterrati.com
    Tweeple: http://www.tweepr.com.au/top-100.html
    Twinfluencers: http://www.twinfluencers.com/au/
    Twellow : http://www.twellow.com/
    Listorious: http://listorious.com
    Tweetmeme: http://lists.tweetmeme.com/
  • 62. BP
  • 63. On Twitter
  • 64. However...
  • 65. On Facebook
  • 66. Youtube
  • 67. Flickr & Wikipedia
  • 68. Brainstorm
    Imagine this:
    Head of online engagement for BP
    Brought on board six months after oil spill
    Need to reconnect with people disenfranchised with the brand, company and it’s approach.... globally
    Budget is no issue
  • 69. Measurement
  • 70. Measurement
    Reach: Total # of followers
    Profile: Who are your fans and followers?
    Response: Average # replies per tweet
    Brand Awareness: # people who reference you. Use search
    Grade: Overall Influence
    Sales Funnel: # visitors who go to your site and convert to a customer
  • 71. Measurement tools
    Hubspot: www.hubspot.com & www.grader.com
    Facebook insights: www.facebook.com
    Website stats: (via Google Analytics)
    Trendpedia: www.trendpedia.com
    Tweetgrader: www.tweetgrader.com
  • 72. Mastering the technology
  • 73. Get down and dirty!
    Social networks
    Blogs
    Microblogs
    Photo sharing
    Video sharing
    Audio sharing
    Professional
    Social Bookmarking
    Location-based
    The latest
  • 74. What you’ve learned
    Strategy: Be creative, take risks, be proactive and reactive
    Content: The key to success: be consistent, authentic.
    Technology: Master those sites that fit your strategy
    Stay up-to-date: new media moves fast!
    You’ll get out
    what you put in!
  • 75. Your action plan
    ... and continue...
  • 76. Further your knowledge
    Seth Godin
    Problogger
    Social Media Examiner
    Marketing Professionals
    SAMBA
    Erik Qualman
    http://sethgodin.typepad.com/
    http://www.problogger.net/
    http://www.socialmediaexaminer.com/
    http://www.marketingprofs.com/
    http://www.sixmonthmba.com/
    http://socialnomics.net/
  • 77. Further your knowledge
    Beth Kanter
    Neil Perkin
    Chris Brogan
    Hubspot
    Ittybiz
    Mashable
    http://www.bethkanter.org/
    http://neilperkin.typepad.com/
    http://www.chrisbrogan.com/
    http://www.hubspot.com/marketing-resources/
    http://ittybiz.com/
    http://mashable.com/
  • 78. Thank you
    Twitter: @sarallenconsult
    Facebook: Sarah Allen Consulting
    Linked In: Sarah Allen Consulting
    Blog: Big ideas for small business