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Social Media for CEOs

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Talk I gave recently for some senior execs on getting started in social media. Why we share, what to share and how. Won't make so much sense without the commentary but hopefully some interesting …

Talk I gave recently for some senior execs on getting started in social media. Why we share, what to share and how. Won't make so much sense without the commentary but hopefully some interesting slides...

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  • ATTENTION IS THE NEW COMMODITY\n
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  • Altruists (mostly female, attached to causes) share relevant, helpful, and thoughtful content\nCareerists (it’s all about the job) These are the sharers who do so with career success at heart\nHipsters (younger altruists and careerists) share content that is popular, cutting-edge, and creative\nBoomerangs (people who share simply to stir up controversy) seek a reaction from others in order to validate their sense of self and to feel empowered\nConnectors who share content in an effort to connect with others and, ultimately, to make plans.\nSelectives (related to careerists and altruists, respectively) share resourceful stuff with others in order to inform them\n\n
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  • Shock: The initial shock on hearing about this over-hyped startup, Twitter \nDenial: I think it’s stupid. Why would anyone care what others are doing? \nPresence: Ok don’t get it but should probably create an account \nDepression: Everyone’s doing it better \nExperimentation: Maybe it’ll work? They begin to try things out and consider scenarios. \nDecisions: Starting to feel more positive. Making decisions about what works and what doesn’t work\nIntegration: What was once new is now starting to be just the way things are done.\n\n
  • Even the founders of Twitter don’t really get it\n
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  • 3 minute discussion with those around you to discuss who’s good (PRs often)\n
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  • Dashboards allow you to update, monitor, manage and maintain several social media tools in one place\n\n
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  • \nGROWTH community memberships numbers, content views & downloads, RSS subscriptions, comment-to-post ratios, unique visitors & page views\nSATISFACTION customer retention, customers satisfaction scores, customer loyalty scores, overall sentiment within the community\nCOMMUNITY ENGAGEMENT likes, shares and comments, Twitter @replies and @mentions\n
  • \nGROWTH community memberships numbers, content views & downloads, RSS subscriptions, comment-to-post ratios, unique visitors & page views\nSATISFACTION customer retention, customers satisfaction scores, customer loyalty scores, overall sentiment within the community\nCOMMUNITY ENGAGEMENT likes, shares and comments, Twitter @replies and @mentions\n
  • Does this model work \nWaitrose- Sharing the love of food\nVisit Wales- Putting Wales into peoples hearts\nWas I brandwashed?\nDrawn in by the stories, \nShared values with the brand mission\n
  • For effective profile building it’s generally better if one topic is the primary focus of what you write about, the subject of most of your writing. Although it’s good to have a primary focus. It’s great to have a few other areas you talk about. Music, TV, Sports. Have a think about other stuff you may introduce on a more personal level. \nUse wefollow.com and Google to find the smartest people talking in your chosen area. Don't try to reinvent the wheel. Look at some smart people, see what they’ve done and see if it makes sense for you and then think about how you can personalise it and make it yours. \n\n
  • For effective profile building it’s generally better if one topic is the primary focus of what you write about, the subject of most of your writing. Although it’s good to have a primary focus. It’s great to have a few other areas you talk about. Music, TV, Sports. Have a think about other stuff you may introduce on a more personal level. \nUse wefollow.com and Google to find the smartest people talking in your chosen area. Don't try to reinvent the wheel. Look at some smart people, see what they’ve done and see if it makes sense for you and then think about how you can personalise it and make it yours. \n\n
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  • In a week where we have had a teenager arrested for tweeting abusively at British Olympic diver Tom Daley and a Welsh footballer suspended after another  abusive message was sent to Daley. Just prior to that we had the a racist tweet from a Greek athlete resulting in her being expelled and a Swiss footballer Michel Morganella sent home after insulting South Koreans on Twitter after a game.\n
  • It generates more content than any of us can possibly pay attention to or absorb, though we try our best.\n\nthe entire media landscape has changed 5 billion apps downloaded, 2 billion YT views a week. if this says anything it declares that there is so much information in the stream that attention is scarcer and scarcer.\n
  • Acting like change is happening is the same as change happening\nMany consultancies and education companies make a ton of money by helping agency management act like things are changing. But change rarely happens if jobs don’t depend on change happening. Jazz-hands can only work for so long.\n\n
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  • I’d like to thank Daniele and Angela and the all the management team in helping us to set this up. We’re incredibly excited about it and hope you are too. \n
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  • The secret sauce. When mobile and the social world collide they create the basis for a completely new internet\nBy 2O13, mobile phones will overtake PCs as the most common Web access device worldwide.\nOver 50% of mobile internet browsing in the UK is Facebook. \n
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  • Experience about products & services: People give feedback about their experience with your products and/or services. It is noticeable that there are more conversations about specific products than about brands. \nExperience with offline touch-points: Offline customer experience is an important online conversation starter. The customer-friendliness of employees in a sales point is the most important conversation starter. \nCompetitions and games: Content with a games/competitive element produces many conversations. In addition to interaction, ‘gamification’ results in many ‘likes’. \nFree: Free always works. If people think they can get something for free, they will talk about it to everyone! This is not only valid for free products, but also for free content. \nCollaboration: Involve people in your decision-making and they will love telling others about it. If their engagement increases, so too will the number of conversations. This does not need to be complicated. Simply asking your fans a question can be enough to generate plenty of interaction. In addition, the customers can also show their enthusiasm through their ‘likes’. \nLifestyle: Even if this does not immediately relate to your products, people like to talk about music, eating out, sport, etc., and again show their enthusiasm for this content through their ‘likes’. \nPositive messages: This is the value of happiness. There are more interactions as a result of sharing something positive than something negative. Consumers like happy stories and positive messages generate plenty of ‘likes’. \nNews: Your fans like to share news about your company and like to be kept informed about the developments relating to their favourite brand. \nAdvertising: There are a lot of conversations on Twitter about advertising. This is probably related to the presence of the high penetration media and numerous advertising professionals on this network. Complete reviews of advertising campaigns are sometimes shared. \nSocial media news: There are plenty of conversations on Twitter about the latest iPhone and iPad apps. \nEmployee stories: Company employees share considerable amounts of informal content via Twitter. They talk about where they work and give their followers a glimpse of what goes on behind the scenes. This content is re-tweeted at a higher rate than the average. \n
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  • The shareability of a piece of content is how easy it for someone to share it with others. Sharing can mean emailing it to a friend, tweeting, Facebooking, embedding in a blog . . .\n
  • Each person has an idiosyncratic way of using different sites and networks\nWe each form our own personal mental model of the right place to \nconverse with acquaintances\nWith friends \nWith colleagues\nAnd were we can find intimacy.\n\nWhat does your social layer cake look like?\n
  • Each person has an idiosyncratic way of using different sites and networks\nWe each form our own personal mental model of the right place to \nconverse with acquaintances\nWith friends \nWith colleagues\nAnd were we can find intimacy.\n\nWhat does your social layer cake look like?\n
  • Each person has an idiosyncratic way of using different sites and networks\nWe each form our own personal mental model of the right place to \nconverse with acquaintances\nWith friends \nWith colleagues\nAnd were we can find intimacy.\n\nWhat does your social layer cake look like?\n
  • Each person has an idiosyncratic way of using different sites and networks\nWe each form our own personal mental model of the right place to \nconverse with acquaintances\nWith friends \nWith colleagues\nAnd were we can find intimacy.\n\nWhat does your social layer cake look like?\n
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  • Cross-Posting\nSmart new start up-starts include cross-post features to FB. It's one of the major failures of systems like Google+ that cross-posting to FB is non-existent.\n\nFeatures that let people share something in multiple networks all at once has two benefits:\nLets people reach people in various social circles depending on the context\nLets people try new network without abandoning the stalwart social behemoths\n
  • http://blog.hubspot.com/blog/tabid/6307/bid/32362/35-Statistics-That-Fuel-the-Battle-Between-Pinterest-and-Google.aspx \n
  • http://blog.hubspot.com/blog/tabid/6307/bid/32362/35-Statistics-That-Fuel-the-Battle-Between-Pinterest-and-Google.aspx \n
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  • http://www.digitalbuzzblog.com/infographic-instagram-stats/\n
  • http://www.digitalbuzzblog.com/infographic-instagram-stats/\n
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  • Experience about products & services: People give feedback about their experience with your products and/or services. It is noticeable that there are more conversations about specific products than about brands. \nExperience with offline touch-points: Offline customer experience is an important online conversation starter. The customer-friendliness of employees in a sales point is the most important conversation starter. \nCompetitions and games: Content with a games/competitive element produces many conversations. In addition to interaction, ‘gamification’ results in many ‘likes’. \nFree: Free always works. If people think they can get something for free, they will talk about it to everyone! This is not only valid for free products, but also for free content. \nCollaboration: Involve people in your decision-making and they will love telling others about it. If their engagement increases, so too will the number of conversations. This does not need to be complicated. Simply asking your fans a question can be enough to generate plenty of interaction. In addition, the customers can also show their enthusiasm through their ‘likes’. \nLifestyle: Even if this does not immediately relate to your products, people like to talk about music, eating out, sport, etc., and again show their enthusiasm for this content through their ‘likes’. \nPositive messages: This is the value of happiness. There are more interactions as a result of sharing something positive than something negative. Consumers like happy stories and positive messages generate plenty of ‘likes’. \nNews: Your fans like to share news about your company and like to be kept informed about the developments relating to their favourite brand. \nAdvertising: There are a lot of conversations on Twitter about advertising. This is probably related to the presence of the high penetration media and numerous advertising professionals on this network. Complete reviews of advertising campaigns are sometimes shared. \nSocial media news: There are plenty of conversations on Twitter about the latest iPhone and iPad apps. \nEmployee stories: Company employees share considerable amounts of informal content via Twitter. They talk about where they work and give their followers a glimpse of what goes on behind the scenes. This content is re-tweeted at a higher rate than the average. \n
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  • Mitigating complexity is core to what we do. Often that means reducing or removing friction so that it’s easier for a user to accomplish their goals. We simplify, and automate were we can. \nHOWEVER, when it comes to sharing, maintaining friction is important because without friction, sharing looses it’s meaning. \n
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  • WE’re going through a period of extreme change, challenging for our industry and every other. \n
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  • Transcript

    • 1. Social Mediafor CEOs Session
    • 2. •We share more content than ever•From MORE sources•With MORE people•MORE often•MORE quickly
    • 3. We’re all publishers now
    • 4. Awareness Self-esteemLove & belongingSecurity & healthFood & Shelter
    • 5. Awareness Self-esteem Love & belonging Security & healthCONNECTIVITY Food & Shelter
    • 6. We are living through the disorientation that comes fromincluding 2 billion new participants in a media landscape previously operated by a small group of professionals.
    • 7. THE INSPIRING w
    • 8. THE RIDICULOUS www.mofarrahrunningawayfromthings.tumblr.com
    • 9. Timeline1600 1700 1800 1900 2000 Pre-Industrial age Industrialisation Post War Internet Age P2P media Mass Media Mass P2P Media
    • 10. Media Economics $High InfiniteCost of Amount of media media $0 Scarce 1968 2011
    • 11. In an information-rich world, the wealth of information means a dearth of something else - ATTENTION
    • 12. Whyweshare
    • 13. NYT Motivations to Share To bring To get the valuable and To define To grow and Self- word out entertaining ourselves to nourish our fulfillment about causes content to others relationships or brands others 49% say 68% share to 94% consider 78% share 84% share sharing allows give people a how helpful a information because it is athem to inform better sense of link would be to online because way to support others of who they are another user it lets them stay causes or issues products they and what they connected to they care aboutcare about and care about people they may potentially not otherwise change stay in touch opinions or with encourage action
    • 14. The New York Times identified 6 sharing character types Altruists Careerists Hipsters Boomerangs Connectors Selectives
    • 15. The New York Times identified 6 sharing character types Altruists Careerists Hipsters Boomerangs Connectors SelectivesWhich ones are you?
    • 16. "In the past we were defined by what we owned. Now we’re defined by what we share." Charles Leadbeater – We Think
    • 17. GettingStarted
    • 18. Twitter Change Curve Integration Shock Denial Feeling Decisions Presence Experimentation Depression Time
    • 19. EV WILLIAMS ON TWITTER
    • 20. Why would anyonecare what I have tosay?Most people don’t care what you had for lunchOr if your bus is running lateIt’s not about what you’re doingIt’s about what you know and what you’re thinking
    • 21. Why would anyonecare what I have tosay?Most people don’t care what you had for lunchOr if your bus is running lateIt’s not about what you’re doingIt’s about what you know and what you’re thinkingInformation which is worth peoples time to readKnowledge and entertainment to share
    • 22. SO WHO’SWORTHFOLLOWING?
    • 23. @marketingland @malbonnington @digiday @BBHLabs @sparkey @malbonster @edwardbochesSome other interesting people on Twitter
    • 24. Some tools tomake Twittereasier.
    • 25. TweetbotTwitter Apps Hootsuite Twitter iPhone & Android
    • 26. Crowdbooster
    • 27. Hootsuite
    • 28. Hootsuite
    • 29. The Approach Listen Create account Find interesting people Analyse what they say
    • 30. The Approach Listen Engage Create account Choose subject Find interesting people Find voice Analyse what they say Start Tweeting
    • 31. The Approach Listen Engage Review Create account Choose subject Find interesting people Find voice Review and reflect Analyse what they say Start Tweeting
    • 32. LINKEDIN Building network YouTub eTWITTER BLOG News Thoug Network htsThoughts What IConversat FACEB OOK SLIDESH Family ARE &
    • 33. TWITTER News NetworkThoughtsConversat
    • 34. TWITTER News Network Thoughts Conversat 70%15% 15%
    • 35. Digital news, stats & ideasConversation TWITTERInteresting goings on in London News Network Thoughts Conversat 70% 15% 15%
    • 36. Follow interestingpeople and shareinteresting things
    • 37. Think of the stories you tell over and over, theadvice you keep repeating. Most of the time,you’ll enjoy reusing these stories and advicebecause they exemplify what’s important.That tells you something.You have useful knowledge you’re continuallysharing because people are interested in it.
    • 38. How can you improve your social media activity?• What subjects/interests will you talk about?• Who will you follow/where will you get your inspiration?• Which sites/platforms will you focus your energy on?• How could improve your use of them?
    • 39. 5 Tips for Twitter
    • 40. 5 Tips for Twitter1. Smart - Interesting - Curious - Creative - Friendly status updates
    • 41. 5 Tips for Twitter1. Smart - Interesting - Curious - Creative - Friendly status updates2. Frequency - 2-3 tweets per day?
    • 42. 5 Tips for Twitter1. Smart - Interesting - Curious - Creative - Friendly status updates2. Frequency - 2-3 tweets per day?3. Content Balance - 50% your subject, 30% RTs, 20% replies
    • 43. 5 Tips for Twitter1. Smart - Interesting - Curious - Creative - Friendly status updates2. Frequency - 2-3 tweets per day?3. Content Balance - 50% your subject, 30% RTs, 20% replies4. Length - 120 characters max (so you can be easily retweeted)
    • 44. 5 Tips for Twitter1. Smart - Interesting - Curious - Creative - Friendly status updates2. Frequency - 2-3 tweets per day?3. Content Balance - 50% your subject, 30% RTs, 20% replies4. Length - 120 characters max (so you can be easily retweeted)5. Hashtags - 2 max per tweet
    • 45. Look and feel - Choose an image and user nameKeep it consistent
    • 46. Find your Tone of Voice - RTs
    • 47. RT, MT & HT• Retweet - a re-posting of someone elses Tweet. Twitters retweet feature helps you and others quickly share that Tweet with all of your followers.• MT - modified Tweet, when you edit, add a comment or a hash-tag (#)• OH - Over heard
    • 48. Favourites - my read it later
    • 49. Beware...
    • 50. Beware...
    • 51. Mr. Franklin’s Social Media Advice“Remember not only to saythe right thing in the rightplace, but far more difficultstill, to leave unsaid thewrong thing at the temptingmoment.”
    • 52. Everything that’s already in the world when you’re born is just normal. Anything that gets invented between then and before you’re 30 is incredibly exciting and creative and with any luck you can make a career out of it. 500,000,000 (FB) 86,000 (YT) 10,000,000,000 (Tweets) 5,000,000,000 Anything that gets invented after you’re thirty is against the natural order of things and the beginning of the end of civilisation as we know it until it’s been around for about ten years when it gradually turns out to be alright really.
    • 53. Digital understanding can’t beconfined to a department or aprecious box that only few can talkabout or understand.Everyone needs to have a digitalexperience, opinion and voice.I help that happen.
    • 54. THANKS@sparkey tsparke@mac.com