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Internal workshop on Social Media

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Workshop for Audit Commission staff who are leaving on social media. Covers introduction to social media, how it might be helpful for seeking employment and what you might need to think about as you …

Workshop for Audit Commission staff who are leaving on social media. Covers introduction to social media, how it might be helpful for seeking employment and what you might need to think about as you develop your online profile.


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  • You’ve no doubt heard of social media, social networking or possibly web 2.0.
  • Multisite VC – me and Mike will co present – we’ll use the presentation and switch between VC and document/presentation view. One of the reasons we are doing it in this way is obvious really – we ‘re not very good at coordinating things (Yes/No) -but really this is a networks and you have all these contacts now. As there are a fair few of us you can link to each other to see how things work. Mix of presentations, talking and doing. You will need to spend some time logging on to websites and tools. Please ask – shout and wave your hands about.
  • Social networking and social media - what are they? How could they be useful to you? Lets look at them and set you up - LinkedIn - Twitter - Blogging - Internet functionality eg readers, gmail etc Practical things Transferring data - eg CSV files - Thinking about the hardware that you might need eg notebooks, dongles, smart phones etc Building your brand Managing your web profile - what to watch out for -
  • What else do you want to cover? In rooms note down in 10 mins what people want to cover – quick group chat. Simon Mike and Zoe then share across all sites – and we schedule in within the practical sessions.
  • Hopefully someone will say ‘people’ – in which case: Which people? Why? Connected people are hubs of information – some you will be interested in what they say –others you might like because they are a bit like you. The more pertinent information you have access to – the better the decisions you are likely to make. Social media is just a party – a very big one – you need to decide who you are interested in and others will be deciding if they are interested in you.
  • Twitter has been derided as a place for self-regarding narcissists to tell the world about their dreary lives. Well it clearly is that. But it’s a whole lot more too. Essential it’s a micro-blogging site where you answer the question, ‘what’s happening?’ using 140 characters max. But it’s a lot more than that though. Let me show you a few things that you can do which makes Twitter such a useful tool. Let’s start with updating my status … Now look at what’s trending … Interested in something else? Let’s search … Got someone you want to message? Let’s do that … Like something and want to come back to it? Use favourites … Want to collate tweets around and event or subject? Use a hashtag … Pictures to share? Try twitpic … There’s lots of other functionality too including lists but we’ll come on to that in getting you started in a minute or two. Let’s pause briefly a cover some of the Twitter etiquette. Twitter allows you to retweet – to share what interests you with others but you should always acknowledge your source! If you want to put your on slant on things do but make sure this is obvious eg via. #FFs – is a good way of saying thank you or celebrating folks that you think are interesting. A couple of thoughts about following and followers. Don’t aggressively pile up numbers of people you follow. Twitter algorithms look out for this sort of behaviour and suspend accounts that transgress ie by having numbers of follows and followers hugely out of balance. Remember it’s quality not quantity that counts – none of us is Steven Fry! Finally don’t get involved in pushy sales campaigns. Twitter is not about generating cash its about initiating and building relationships. Be careful too about letting twitter apps access your account these are sometimes direct sales people too. Be careful too about people who start to follow you there are some exotic service providers out there who only want to use you … Let’s set up some accounts …
  • Increase your visibility.  By adding connections, you increase the likelihood that people will see your profile first when they're searching for someone to hire or do business with. In addition to appearing at the top of search results (which is a major plus if you're one of the 67,000 product managers on LinkedIn), people would much rather work with people who their friends know and trust. Improve your connectability.   Most new users put only their current company in their profile. By doing so, they severely limit their ability to connect with people. You should fill out your profile like it's an executive bio, so include past companies, education, affiliations, and activities.  You can also include a link to your profile as part of an email signature. The added benefit is that the link enables people to see all your credentials, which would be awkward if not downright strange, as an attachment. Improve your Google PageRank.  LinkedIn allows you to make your profile information available for search engines to index. Since LinkedIn profiles receive a fairly high PageRank in Google, this is a good way to influence what people see when they search for you. To do this, create a public profile and select "Full View". Also, instead of using the default URL, customize your public profile's URL to be your actual name . To strengthen the visibility of this page in search engines, use this link in various places on the web . For example, when you comment in a blog, include a link to your profile in your signature . Enhance your search engine results .  In addition to your name, you can also promote your blog or website to search engines like Google and Yahoo! Your LinkedIn profile allows you to publicize websites. There are a few pre-selected categories like "My Website", "My Company", etc. If you select "Other", you can modify the name of the link. If you're linking to your personal blog, include your name or descriptive terms in the link, and voila! instant search-engine optimization for your site. To make this work, be sure your public profile setting is set to "Full View". Perform blind, "reverse", and company reference checks.   Make your interview go smoother.  You can use LinkedIn to find the people that you're meeting. Knowing that you went to the same school, plays hockey, or shares acquaintances is a lot better than an awkward silence after, "I'm doing fine, thank you". Ask for advice.  getting recommendations from colleagues, suppliers, clients, whoever, is really powerful. It will be particularly effective if the people you've given as references on your CV have also given you a recommendation on LinkedIn. And you should try to get at least one for each of your previous jobs, if you can.   I try to connect with suppliers and other people I've worked with, not just those in the same company as me. Depending on what line of work you're in, it can be important to show that you can build good relationships with people outside your organisation. A lot of management jobs, for example, ask for skills in procuring and managing third party services Is it worth mentioning the job search on LinkedIn too? It's a bit flaky (it refused to acknowledge my postcode!) but it's another jobs search engine to add to the arsenal.
  • Why blog? There’s only one real reason. You have a message that you want to share. The message might be – ‘I’m wonderful – hire me’ or ‘My product is wonderful – buy it’. Blogging gives you a chance to show what you can do. It also enables you to do more than is possible on Twitter to show what you are all about. Beware though. Is it better to keep silent and have people wonder if you’re an idiot or open your mouth and remove all doubt. Many of the people you may follow on twitter will have a blog so you can get a feel for whether this is for you. If you want to test it out why not try writing an article for one of the fan sites on the BBC like 606.
  • But remember blogging isn’t for everyone and like anything it’s something to work at if you think it’s for you. Try not to think of it as something separate to your other web activity. It should complement it. If you do want to give it a go sites like blogger and Wordpress enable you to achieve impressive results with not much design effort from you.
  • That’s a mouthful as a slide isn’t it? What do I mean? Well have you wondered what all those tags and labels mean when you get google up as your search engine. I’m going to look at Gmail, reader and calendar. You have an AC email. You may have one for your private/family use. But despite how hilarious you find hornywench or bunnykins as an email address there are people out there who would think twice about offering a job to someone with that email handle. So be dull and conservative in creating an email address that you don’t mind sharing with the world of work. There are lots of free email services out there. I’ve been playing with gmail – it’s as good as anything else on the market. After family members (including pets) your contacts are probably the most precious things you possess. Leaving the Commission doesn’t mean that you have to leave these behind – not with CSV files anyway. In outlook you will find an option in your contacts folder to export your contacts. We’ll try this in a minute or two. I just want to mention google calendar too. It’s a simple way of organising your appointments and works in a way that you’re familiar with. It also allows you to export appointments from Outlook into it. I also like that both these features are available on the move if you have a phone with web access. The final functionality thing I want to talk about is a web reader. You’ll probably have lots of web sites that you dip in and out of. All a reader does is automatically drag all the content that interests you into a single place. It also enables you to share stuff with your gmail contacts in a straightforward way. It cuts down on the time you have to spend trawling for stuff that you might be interested in – anywhere you see the letters RSS (and in paces where you can’t) you can let google reader work for you. Right let’s play …
  • So you’ve uploaded a snappy profile picture, crafted a swanky bio and officially launched your social presence on Twitter, Facebook and the works. You start to get a few fans and followers, but now what? You keep hearing that it’s important to engage in conversations, but where do you begin? Perhaps you’ve made a few attempts to connect, but without much success. Managing your web print/profile – search on your name what comes up? Google your name. Before you can create a strategy, you need to identify what you want to accomplish with social media marketing. Here are some common goals to give you an idea of what I’m talking about. Increase brand awareness Build authority Learn more about your target audience Gain inbound links Educate and inform customers Improve customer service Monitor brand reputation This list could go on forever, but you’ve got the idea. Don’t start your social media campaign until you’ve clearly established and made a written record of these goals. Create a Strategy Based on Research Again, blindly jumping into social media is a terrible mistake that can create major setbacks. You need to spend time doing detailed research and creating solid strategies that will enable
  • Persona – you choose who you want to be on line. Which interests you follow – and how many personas yous want to have. 1. Listen To What’s Being Said Remember that if people are liking or following you it’s because you’re doing something right or creating something that they feel they can connect with. Do a little bit of reconnaissance work and check out what your potential audience is saying. Look at the topics they’re discussing and pay attention to the language and words that they’re using. This can give you some good insight into what they want to discuss, as well as the tone and style that they’re more likely to respond to. Try to emulate a similar approach in your own interactions to get the ball moving and then tailor it to your own brand – namely you as a brand. 2. Be Open Minded Depending on what your brand, product or service is all about some of your fans may share some extreme perspectives or questionable notions regarding it. Before you shy away or shut down the opportunity for a conversation, make an attempt to learn more from them. Great ideas can be found in unlikely places and some people might have a tough time conveying their purpose in 140 characters or less. As challenging as it might seem try to be receptive and make an honest effort to interact with them. 3. Don’t pretend or ‘keep it genuine’ Be sincere and genuine when you take part in an online conversation. When someone has a gripe or a problem with your brand or your views then it’s up to you to address it. Put your excuses in a box, lock them up and throw away the key. Instead, opt for an honest to goodness exchange that reflects your personality in a friendly way. Just remember that with online conversations you can’t see one another or hear one another and sometimes intention can get lost in translation. Consider what you want to say before you say it and think about how it will be interpreted on the receiving end too. 4. Show Some Gratitude It’s unfortunate that negatives seem to garner more attention than positives in our society. So, when people tell you that they love your latest blog post or when they share an experience that your recent article reminded them about, use it as an opportunity to thank them. If you receive a thumbs up or get a pat on the back don’t hesitate to show your appreciation. Reciprocation is a super conversation starter. 5. Stay Positive People are more likely and more willing to connect with someone who is optimistic. All of us experience bad days and we’ve all had an occasional rough patch, but letting those low-points trickle into your conversation is a big no-no. Put on a smile, swallow your happy pill and give your online conversations a positive angle.
  • Some of the strategies I am recommending are tried and true—they have been working since day one and will probably continue to for the considerable future. However, there may be a few here that you’ve never considered—or may even be surprised by. But they are what I see as being the biggest keys to success and results on the two hottest social networks on the planet: Facebook and Twitter. 1. Find your people. What this means is that you want to become part of the community you are looking to serve. T he first step of course is to be clear on whom it is you want to serve and what problem you are solving for them. Once you know that, the goal is to go where they are hanging out. There are specific tools you can use to easily find and interact with your target market. Two of my favorites for Twitter are  wefollow.com  and  search.twitter.com . 2. Concentrate on conversing and building relationships, instead of broadcasting and selling. One of the most common yet biggest mistakes that people make when they are first introduced to social media is to focus on pushing their product or service in a spammy way. That approach fails miserably in social media because most people are there to build relationships and interact. There’s nothing wrong with letting others know what’s going on with you or your business sometimes— just be sure to intersperse your tweets or Facebook updates with some two-way conversation. 3. Use a Facebook personal profile AND a Facebook business page TOGETHER. This might be a little “controversial”—and don’t get me wrong, your business SHOULD have a Page—but when you have a personal profile, you are able to interact with other people much more easily. As a business Page, a Page can’t go comment on another person’s Wall or profile or in their Group or on THEIR Page AS that Page. You are really contained inside the space of your own Page. This might be something to consider because  a lot of the magic of Facebook and the relationship-building and rapport-building comes from that ability to interact. 4. Cross-post and cross promote. Once you’ve decided to make social media a part of your marketing strategy, you don’t want to keep it to yourself.  There are lots of ways to spread the word,  for example: you’ll want to advertise your social presence on your blog, add links to your email signature and use one social media platform to post to another. 5. Use a social media dashboard like Hootsuite and other productivity tools to accomplish more in less time. Hootsuite.com  is my hands-down favorite, free social media tool, and the reason why is because it does so many different things. For example, you can use it to  update many social networks at once,  including Twitter, Facebook and LinkedIn; you can use it to pre-schedule tweets and status updates and more. 6. Get them on the list. In most cases, people aren’t going to buy from you right off of sites like Facebook and Twitter. You need to shift your thinking from “how can I get this person to buy from me or hire me now?” to  “how can I bring this person into my community and strengthen the relationship with them on an ongoing basis?” One of the best ways to do this is to offer people a way to provide their email address via your blog or website so that you have permission to keep in touch and build an ongoing relationship with them. 7. Measure and track your social media results. Measuring the ROI of social media isn’t exactly cut and dry. I am often asked how you can tell whether the time you’ve spent on social media activities is really making a difference. Some of the best metrics?  Blog comments, blog subscribers, newsletter subscribers, social media profile engagement, number of friends and followers and website traffic to name a few. No matter who your target market is, you can be sure that at least some segment of them is using social media. The important thing is to understand that social media is a great way to get in front of that target audience. And remember, you may not be able to equate your interactions to dollars now, but what you are doing is planting seeds which can have big payoffs later on. Most of the strategies I’ve mentioned here aren’t really “strategies” unless you keep applying them over time— sostick with it to reap those results you’ve been searching for.
  • 20 mins to discuss with the person next to you what you want to achieve through social media. Why are you doing it? What
  • Transcript

    • 1. Social Media – will it catch on?
    • 2. How are we going to do this?
    • 3. So what are we going to cover? Social Media, Social Networking, what is it? So what are these thing like Twotter, Wordpress and Bookface ? Other stuff you might want to ask us or the group YOU as a brand No laptop? Will my mikefluffykins@Gmail do? What about contacts?
    • 4. By the end of this session you will….
    • 5. What is social media?
      • So how many people are in the room?
      • http://youtu.be/lFZ0z5Fm-Ng
    • 6. Get that – so what is a social network?
      • You are at a party – the food is ok – what do you remember most?
    • 7. Twitter – what’s it for?
    • 8. LinkedIn
    • 9. Blogging
    • 10. Try blogging in a safe environment first …
    • 11. Internet functionality Gmail, Reader and ….
    • 12. Your social media strategy
      • Why do I need one?
      • ‘ Rough this morning – too many beers with old colleagues – have to skip today – maybe cold coming on?’
      • Simon Hughes, Facebook circa 2008
      • ‘ Simon is an experienced senior manager, constantly professional, and focussed on delivery .’
      • Simon Hughes, LinkedIn circa 2009
      • Google Yourself
    • 13. How should I ‘be’?
      • Online YOU are the brand. What persona will you have?
      • Listen Be open
      • Don’t pretend Show gratitude
      • Be positive Be responsive
    • 14.
      • Find your community (or communities) – they are people
      • what problem are you solving for them?
      • where do they hang out on line?
      • wefollow.com , search.twitter.com
      • Build relationships and converse – that’s talk to you and me
      • don’t sell or broadcast
      • Have a business site as well as facebook/twittter etc,.
      • Cross post and cross pollinate
      • Use a social media dashboard – it will save you time
      • Get peoples email address – use a blog which provides comments
      • Measure and track your results
      What is your strategy?
    • 15. So what now?
    • 16. Some more help
      • http://23things.wetpaint.com/ multi media on line training
      • http:// www.youtube.com/watch?v =MpIOClX1jPE&feature=related social media in plain english
    • 17. To prove we haven't made it up!
      • Blogging
      • Apache Roller , Blosxom , Frog CMS , Jaws , Livejournal , Serendipity , Slash , Subtext , Textpattern , Thingamablog , WordPress
      • Social Networking
      • Facebook , Myspace , Bebo , list of social networking websites
      • Microblogging
      • Twitter
      • Tagging
      • Wordle.net , Delicious.com
      • Social Bookmarking
      • Diigo.com , Digg , StumbleUpon
      • Lenses
      • Squidoo
      • Cloud Computing

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