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RLSS - Social Media Workshop -July 18th 2011
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  • April 5th 2011 Step into Social Media
  • Thanks Well Katie has talked about how you get the most from communicating with staff and members within the club and I am going to look at how you can make the most of the tools now available to reach members when they are not in the club. One of the things that operators have talked about for many years is trying to extend clubs outside the physical walls of a club to create more of a community. The incredible growth in social media in recent years means there are now incredible opportunities for clubs to engage with their members on a regular basis creating Valuable relationships that will ultimately create long term memberships. With so many hundreds of social networking applications now available its simply a matter of your choosing how you want to communicate with your members. In this part of the session I am going to explore how you might use Web 2.0 and the area of social networking to communicate with your members and potential members. Clearly, in the 30 minutes I have left it would not be possible to examine the massive range of tools that exist, but what I plan to do is to highlight why you should be using social networking if you’re not already, give you some tips for getting started and some golden rules to follow to ensure you get the most from this opportunity. April 5th 2011 Step into Social Media
  • April 5th 2011 Step into Social Media
  • April 5th 2011 Step into Social Media
  • To understand the context for social media you need to understand that there has been a big change in the way businesses market themselves. Many of you may have just seen Seth Godin’s presentation. He coined the phrase ‘interruption marketing’ for the way in which in the past companies have tried to reach their customers by interrupting what they are watching or listening to and blasting a message at them. The way in which companies will communicate with their customers in the coming years has completely changed. Now longer will it be a matter of ‘pushing’ information out to people. It’s now a matter of ‘pulling’ them to you. And you do this by sharing information. April 5th 2011 Step into Social Media
  • Research shows that on average person is subject to some 3,000 essentially random pitches per day. Two-thirds of people surveyed said they feel “constantly bombarded” by ads, and 59% said the ads they see have little or no relevance to them.” April 5th 2011 Step into Social Media
  • You share and create relationship and dialogue with your customers April 5th 2011 Step into Social Media
  • April 5th 2011 Step into Social Media
  • April 5th 2011 Step into Social Media
  • April 5th 2011 Step into Social Media
  • April 5th 2011 Step into Social Media
  • April 5th 2011 Step into Social Media
  • April 5th 2011 Step into Social Media
  • April 5th 2011 Step into Social Media
  • There are a whole range of tools available to clubs to help maximise this opportunity. April 5th 2011 Step into Social Media
  • There are a whole range of tools available to clubs to help maximise this opportunity. April 5th 2011 Step into Social Media
  • There are a whole range of tools available to clubs to help maximise this opportunity. April 5th 2011 Step into Social Media
  • April 5th 2011 Step into Social Media
  • April 5th 2011 Step into Social Media
  • There are a whole range of tools available to clubs to help maximise this opportunity. April 5th 2011 Step into Social Media
  • April 5th 2011 Step into Social Media
  • April 5th 2011 Step into Social Media
  • April 5th 2011 Step into Social Media
  • April 5th 2011 Step into Social Media
  • April 5th 2011 Step into Social Media
  • April 5th 2011 Step into Social Media
  • Listen – find the tools that work for you (technorati, GoogleBlogSearch, Google Alerts, BlogPulse, etc.) * Determine where your customers participate, listen, read, and speak with them on their terms * Assign a community manager or multiple managers and start commenting, reading, writing, sharing, and participating April 5th 2011 Step into Social Media
  • April 5th 2011 Step into Social Media
  • Powerful tools like ‘Twitter Search’ mean you can simply April 5th 2011 Step into Social Media
  • April 5th 2011 Step into Social Media
  • April 5th 2011 Step into Social Media
  • April 5th 2011 Step into Social Media
  • The key is to share a lot and when you think you have then share some more. That might be on your site or on Facebook etc April 5th 2011 Step into Social Media
  • April 5th 2011 Step into Social Media
  • Forget control. This is about enabling conversations, facilitating connections & “engagement” and eventually, if you lay the foundation well, you’ll have the ability to INFLUENCE. But never to control. April 5th 2011 Step into Social Media
  • April 5th 2011 Step into Social Media
  • April 5th 2011 Step into Social Media
  • April 5th 2011 Step into Social Media
  • April 5th 2011 Step into Social Media
  • April 5th 2011 Step into Social Media
  • April 5th 2011 Step into Social Media
  • April 5th 2011 Step into Social Media
  • April 5th 2011 Step into Social Media
  • April 5th 2011 Step into Social Media
  • April 5th 2011 Step into Social Media
  • Listen – find the tools that work for you (technorati, GoogleBlogSearch, Google Alerts, BlogPulse, etc.) * Determine where your customers participate, listen, read, and speak with them on their terms * Assign a community manager or multiple managers and start commenting, reading, writing, sharing, and participating April 5th 2011 Step into Social Media
  • April 5th 2011 Step into Social Media
  • April 5th 2011 Step into Social Media
  • When 18-24 year old Brits were asked how they would spend 15 minutes of free time, 45% claimed they would check out their favourite social networks… Facebook says that 28 million pieces of content are uploaded every month And 18 million users update their profile at least once a day There are issues around control here. How do you stop people from coming into a group and being negative about your club? Again, it’s a case of letting go and understanding that you can’t control what everyone says. How many of your have networks on LinkedIn for your members? Eg of the IOD. April 5th 2011 Step into Social Media
  • When 18-24 year old Brits were asked how they would spend 15 minutes of free time, 45% claimed they would check out their favourite social networks… Facebook says that 28 million pieces of content are uploaded every month And 18 million users update their profile at least once a day There are issues around control here. How do you stop people from coming into a group and being negative about your club? Again, it’s a case of letting go and understanding that you can’t control what everyone says. How many of your have networks on LinkedIn for your members? Eg of the IOD. April 5th 2011 Step into Social Media
  • April 5th 2011 Step into Social Media
  • April 5th 2011 Step into Social Media
  • April 5th 2011 Step into Social Media
  • April 5th 2011 Step into Social Media
  • April 5th 2011 Step into Social Media
  • April 5th 2011 Step into Social Media
  • April 5th 2011 Step into Social Media
  • And 57% have joined a social network. Hope you like my Facebook photo! Now one out of every eleven minutes spent online worldwide is spent on an online community or social network. In the UK, this figure is one out of every six minutes spent online. For instance, Nielsen's latest research notes that a whopping forty-seven per cent of people who are online in the UK now use Facebook.  Furthermore, the report notes that, if recent trends were to continue, "by mid-June 2009 there would be as many 35-49 year olds on Facebook as 18-34 year olds." April 5th 2011 Step into Social Media
  • And 57% have joined a social network. Hope you like my Facebook photo! Now one out of every eleven minutes spent online worldwide is spent on an online community or social network. In the UK, this figure is one out of every six minutes spent online. For instance, Nielsen's latest research notes that a whopping forty-seven per cent of people who are online in the UK now use Facebook.  Furthermore, the report notes that, if recent trends were to continue, "by mid-June 2009 there would be as many 35-49 year olds on Facebook as 18-34 year olds." April 5th 2011 Step into Social Media
  • And 57% have joined a social network. Hope you like my Facebook photo! Now one out of every eleven minutes spent online worldwide is spent on an online community or social network. In the UK, this figure is one out of every six minutes spent online. For instance, Nielsen's latest research notes that a whopping forty-seven per cent of people who are online in the UK now use Facebook.  Furthermore, the report notes that, if recent trends were to continue, "by mid-June 2009 there would be as many 35-49 year olds on Facebook as 18-34 year olds." April 5th 2011 Step into Social Media
  • April 5th 2011 Step into Social Media
  • 83% of those using the internet have watched video clips April 5th 2011 Step into Social Media
  • And 57% have joined a social network. Hope you like my Facebook photo! Now one out of every eleven minutes spent online worldwide is spent on an online community or social network. In the UK, this figure is one out of every six minutes spent online. For instance, Nielsen's latest research notes that a whopping forty-seven per cent of people who are online in the UK now use Facebook.  Furthermore, the report notes that, if recent trends were to continue, "by mid-June 2009 there would be as many 35-49 year olds on Facebook as 18-34 year olds." April 5th 2011 Step into Social Media
  • April 5th 2011 Step into Social Media
  • April 5th 2011 Step into Social Media
  • Creating a Flickr group for your staff and members is a great way to create a community that shares photography at your club. Create a group in Flickr and April 5th 2011 Step into Social Media
  • 55% have used sites like Fllickr and Picasso to upload photos April 5th 2011 Step into Social Media
  • Creating a Flickr group for your staff and members is a great way to create a community that shares photography at your club. Create a group in Flickr and April 5th 2011 Step into Social Media
  • There are currently over 200 million blogs in existence. In the US and the UK around 25% of the population using the internet have blogs, in Asia it’s much higher – in xxx the number is over 70% April 5th 2011 Step into Social Media
  • April 5th 2011 Step into Social Media
  • Research from Universal McCann shows that of those using the internet 73% have read a blog April 5th 2011 Step into Social Media
  • April 5th 2011 Step into Social Media
  • Even your congress is now on YouTube April 5th 2011 Step into Social Media
  • Even your congress is now on YouTube April 5th 2011 Step into Social Media
  • April 5th 2011 Step into Social Media
  • April 5th 2011 Step into Social Media
  • April 5th 2011 Step into Social Media
  • April 5th 2011 Step into Social Media
  • April 5th 2011 Step into Social Media
  • April 5th 2011 Step into Social Media
  • April 5th 2011 Step into Social Media
  • April 5th 2011 Step into Social Media
  • April 5th 2011 Step into Social Media
  • April 5th 2011 Step into Social Media
  • April 5th 2011 Step into Social Media
  • April 5th 2011 Step into Social Media
  • April 5th 2011 Step into Social Media
  • April 5th 2011 Step into Social Media
  • April 5th 2011 Step into Social Media
  • April 5th 2011 Step into Social Media
  • April 5th 2011 Step into Social Media
  • April 5th 2011 Step into Social Media
  • April 5th 2011 Step into Social Media
  • April 5th 2011 Step into Social Media
  • April 5th 2011 Step into Social Media
  • April 5th 2011 Step into Social Media
  • April 5th 2011 Step into Social Media

RLSS - Social Media Workshop -July 18th 2011 RLSS - Social Media Workshop -July 18th 2011 Presentation Transcript

  • Sue Anstiss July 2011 Step into Social Media
  • First newspaper published Computer 1970 1752 1916 1930’s 2011 TV Radio
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    • Quick bit about you...
    • Your experience of social media?
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  • The old communication model was a monologue.
  • 3000 The average person is exposed to advertising messages/day
  • The new communication model is a dialogue.
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  • Social media...
    • People using tools (like blogs and video) & sites (like Facebook and Flickr) to share content and have conversations online.
  • How can Social Media be used?
    • Generating sales leads
    • Product development
    • Customer support
    • Internal knowledge
    • Market & customer feedback
    • Rapid sharing
    • Executive leadership & visibility
    • Branding
    It’s not just marketing…
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    • Fastest ever growing online viral video campaign
    • 6.7 million views after 24 hours
    • 23 million views after 36 hours
    • Isaiah Mustafa replied to 186 online comments and questions
    • Sales increased by 107%
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  • But how do we get started?
  • 10 Keys to Social Media success
  • 1. Have a strategy
  • Photo by Utne.com HOPE IS NOT A STRATEGY.
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  • 2. Experiment with social media
    • Experiment personally before professionally
    • Try a variety of social media tools
    • Be yourself , make some friends , and share
  • 3. Listen
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    • Avoid puffery
    • Avoid evasion and lying
    • Admit your mistakes right away
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  • 5. Give generously
    • Think like a contributor & not a marketer
  • Relinquish control
    • Don't shout Don't broadcast Don’t brag
    • Speak like yourself
    • Personify your brand
    • Don’t try to delete or remove criticism
    • Admit your shortcomings
    • Work openly towards an explanation and solution
    • Don’t wait until you have a campaign to launch - start planning and listening now
    • Build relationships so they’re ready when you need them
    • ‘ Divide and conquer’ within your team
    • Recruit more help if needed
    • Use your audience to spread the word
  • 10. Measure results
  • www.google.com/analytics
  • Free analytics to measure success
  • Facebook offers unique analytics
  • Paid for analysis Level 3 Level 1 Level 2
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  • Questions so far
    • Social Networks
    • News & Bookmarking
    • Blogs
    • Microblogging
    • Video Sharing
    • Photo Sharing
    • Message boards
    • Wikis
    • Virtual Reality
    • Social Gaming
    • Podcasts
    • RSS feeds
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  • 750 million users 100+ million mobile WORLDWIDE
  • Over 30 million users 15+ million daily UK STATS
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    • Your homepage on Facebook
    • Messages, photos, videos, events
    • Interact with users
    • Fans see your page updates in newsfeed
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    • Location
    • Age
    • Sex
    • Keywords (appear in your users profile)
    • Education
    • Workplace
    • Relationship status
    • Relationship interests
    • Languages
    • Add the ‘like button’ to your
    • website and emails
  • Over 55 million members In over 200 countries around the world A new member joins LinkedIn every second
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  • Using video for business 10 great ideas!
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  • 4,000,000,000 The number of photos archived on Flickr.com
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  • 200,000,000 blogs
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  • S ource: Universal McCann Comparative Study on Social Media Trends April 2008 73% of active online users have read a blog
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  • tools
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  • Who I follow…
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  • Sending a Tweet Sending your first Tweet can be a scary thought. What should you say, who is listening, what tone of voice should you use? Just be yourself and share something that you think might be of interest to people following you. It will take a few Tweets before you find your voice. Think about your followers and try to share messages that are interesting, useful and informative. If you have a sense of humour – use it!
  • Privacy Your Tweets are publically visible by default, but you can restrict message delivery to just your followers if you prefer. Just remember that anyone could retweet a message you send them, so treat every Tweet as if it ’ s open to the public and could appear in tomorrow ’ s newspaper. If you use Twitter to gain profile and engage with associates then it is not a good idea to restrict who can read your messages.
  • How to find people on Twitter The best place to start is to find some familiar people who have similar interests and look at who they are following. If you don’t already know their Twitter username, type the name of the individual into the search box at the top of the page and then click on the magnifying glass symbol next to it. A list of all the people with that name will be provided to help you locate the person you are looking for.
  • Replies ‘@’ One of the most powerful elements of twitter is that you can engage in conversation with your followers. It’s really easy to reply to any tweet you see. If you are using twitter on the main website you would just hover your mouse over the original message and click on the reply icon. You can then type your message into the box that appears and click ‘tweet’ to send it. Your message appears in your timeline and that of the person you have sent it to. Many celebrities and sportspeople who have built a really strong following on Twitter have done so by interacting and replying to people that comment on their Twitter feed effectively.
  • Retweeting A retweet is when you read someone else’s message and then send it on to your followers. To do this you can either just press a retweet button on the Twitter website or the application you are using on your PC or phone, or you can type RT followed by the @ sign and then the original person’s twitter address.
    • Retweeting is a good thing to do and here are a few tips:
    • Always acknowledge the place that you found the information. In social media it’s generally unacceptable to try to pass off someone else’s content as your own without recognising the source.
    • If you don’t want to RT the whole message, but are quoting part or just sharing a link with your own message then it’s best to add the phrase via @ and then the original source’s twitter at the end.
    • Whilst it’s very quick and easy to just press RT to retweet messages, it’s always more powerful if you add your own personal comment first.
    • It’s good to retweet others information, but don’t get carried away and keep a good balance with original messages from you.
  • Getting retweeted Getting your own messages retweeted is very powerful. When someone picks up your message and forwards it to their followers, it magnifies your reach and often recruits new followers for you in the process. It isn’t recommended to ask for a retweet (you will sometimes see the phrase ‘please RT’ at the end of a message), but if the messages you are sharing are topical, interesting, useful and unique, then you are more likely to be retweeted by your followers.
    • Sharing links
    • Twitter is a superb place to share links to all kinds of places on the web. You might want to share a great video from YouTube, photos from a Flickr album, an interesting article in an online newspaper or a journalist’s blog about something topical.
    • With only 140 characters available in each tweet you might think that you won’t have the space to include long URL links from websites (and also include a comment and your twitter address).
    • Fortunately there are lots of ‘URL shorteners’ available which can provide you with a shorter version of any URL you want to share. Use the shorter version in your Tweet, and anyone who clicks on it will be redirected to the longer URL.
    • Two examples of popular link shortening services are:
    • http://bit.ly http://tinyurl.com
    • If you use an application like Tweetdeck to manage your Twitter account, it does all this for you. Simply paste in a long URL and the system automatically shortens it for you.
    Setting up an account on bit.ly will also enable you to track how many people have clicked on a link you have shared, which helps you to get a feel for what interests your followers most.
    • Hashtags #
    • Once you start using Twitter you’ll soon come across hashtags in messages, where a topic is identified with a # prefix – hence the term hashtag. A hashtag is a way for people to search tweets that have a common topic. They help spread topics and also help organise them.
    • For example if you search the term #2012, the majority of the tweets you see will relate to London Olympics. What you won’t get are tweets that say ‘Looking forward to my holiday in 2012’, because ‘2012’ isn’t preceded by the hashtag.
    • You can either start your own hashtag for an event or topic and encourage others to use it too, or use hashtags that are already in existence.
    • Some useful sites for finding out more about the hashtags that are most popular are: www.whatthetrend.com ; www.twubs.com ; www.hashtags.org ; www.tagal.us
    • Direct messages
    • A message (previously known as a direct message) is a private message sent via Twitter to one of your followers. These messages can only be exchanged by people who are following each other.
    • From the Twitter home page you can send a message by clicking on the messages button on the top menu bar of the page. You’re taken to a page with all your private message history and you can just type a new message and add the user name of the person you are contacting.
    • In turn, people you follow can send you a private message. You cannot send a direct message to a user who is not following you. Remember to bear in mind that you should treat everything you write as if it could be reproduced and made visible to the public.
  • Sharing photos There are lots of systems available to help you share photos. They include: www.twitpic.com www.tweetphoto.com www.yfrog.com Download one of these systems to your phone and it’s really easy to just take a photo and share it with your followers. On most systems, once you have written your message, you press one of these symbols and you will have the option to attach a photo from your library or to take a photo with your phone to attach.
    • Increasing your followers
    • There are a number of things you can do to increase your followers:
    • Publicise your Twitter address - Make sure people know where to find you by including your Twitter address on your website, email signature, Facebook, LinkedIn, business cards, blogs etc.
    • Follow other people - many will automatically follow you back which increases your followers
    • Be topical – search for keywords that relate to your sport and then retweet the interesting messages, comment on them or reply to the individuals. Once these individuals see you are engaging with them they are more likely to follow you.
    • Share interesting information . The better the information you are sharing on Twitter the more likely you are to be retweeted and followed by others. Each day as you post messages keep asking yourself if your Twitter feed is entertaining, informing or educating people.
    • Increasing your followers
    • Short messages – being retweeted is a great way to reach more people, so keep your messages to 120 characters to make retweeting easier
    • Strong bio – make sure your bio is complete and update it as necessary
    • Include a photo – having a strong photo on your profile will increase the likelihood of your being followed
    • Get recommended by other people on Twitter. Getting recommended by someone with a large Twitter following or being added to a list can help you to reach new followers.
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  • Google Plus
    • Home
    • Circles
    • Hangout
    • Sparks
    • Huddle
    • Photos
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  • Some things to do
    • NEVER
    • FORGET
    • THE
    • BASIC
    • RULES
  • #1 Set Objectives
  • #2 Listen
  • #3 Relinquish control
  • #4 engage
  • #5 measure
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  • Sue Anstiss 01628 630363 [email_address] @sueanstiss http://uk.linkedin.com/in/sueanstiss www.promotepr.com Grateful thanks for help with my slides to: http://bonafidemarketinggenius.com