Social Media Listening and Curation: Amplifying Your Message, Finding your Community


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A presentation for the NNEDV Tech Summit. Focus is tools and strategy for social media community building, publishing and listening.

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  • Why are you here? What do you want to learn? 3 hashtags to describe you.
  • Nice balance of marketing and commentary
  • 1. Have a business goal in mind, and the values and themes that align internally with those goals 2. Listen outwardly for signs of alliance with said goals 3. Approach and create conversation socially about those common goals 4. Ask questions that create new understanding or new information about areas that are aligned with common goals, to find new values or new goals 5. Include others in the creation of content that aligns with values and brings them internally 6. Distribute and spread and listen again, repeat cycle and then increase audience by doing so. Recursive relationship marketing
  • How I did this with NNEDV and others b/c Caravan Studios was a brand new community.
  • Also slideshare downloads and favs on twitter
  • Dashboards may make this easier
  • find ppl like you by seeing who you are listed next to. Thank those who add u to lists, mention their lists, they are yr fans. Make a private list of those who listed u.
  • Ttly self-referential, not engagement with others, not a conversation, look at follower to following ratio
  • too self-promotional, not enough hashtags, a feed
  • Cher uses ALL CAPS, tweets longer than 140 so her stream is one long, disjointed tweet
  • Storify
  • As Guy Kawasaki says, be enchanting
  • Engage in controversy (exp Gina’s FB pg)
  • and
  • is easier to start with, free is sufficient, tells you who you need to follow, and re-engage
  • More complex than you have more customization options. Not free. They have webinar support. The $7/mo account lets you have up to 5 accounts and 10K followers. The next step up is $13/mo and 20k followers
  • Identify your objective for listening & identify your audience. To gather a baseline understanding of what people are saying about our organization and brand on Facebook To gather a baseline understanding of what is being published about our organization in online media To identify hot conversations about an artist and art form that may help inform our marketing and outreach messaging To understand who are the key bloggers who write about our art form that we should cultivate To analyze the conversations that are taking place on social media channels with similar types of organizations To get a better understanding of what social media channel we should invest in first - Twitter vs Facebook vs Yelp To listen and respond to what people may be posting about us on Yelp
  • Not as social media focused.
  • + Twitter = Saved on Delicious Storify to engage audience after the event is over and to summarize the social coverage from the community
  • Social Media Listening and Curation: Amplifying Your Message, Finding your Community

    1. 1. NNDEV Tech Summit 2013 So you can tweet; now what? Joining conversations, listening & being generous Susan Tenby, Director of Online Community, Social Media & Partnerships, Caravan Studios: A division of TechSoup @SUZBOOP on Twitter/slideshare @CARAVANSTUDIOS on Twitter
    2. 2. GOAL: Creating Community Evangelists December 2, 2011 Susan Tenby, Director of Online Community and Social Media @SUZBOOP on Twitter
    3. 3. • Connect with your community to each other while amplifying the messages and missions of this community • Amplify the message of a variety of partners • Document and Showcase • Curate • Map & analyze our network What We Do We aim to build community both internally and externally and weave strong networks We aim to build community both internally and externally and weave strong networks
    4. 4. … not necessarily in that order Twitter Listening Sharing Documenting your process & progress Serendipitous Community Building Joining Collaborative Curation Communities Following examples of experts Tag Sniffing AGENDA… So, let’s talk about you for a minute…
    5. 5. TERMS USED, ASSUMING FAMILIARITY… • RT = ReTweet • # = Hashtag • MT = Modified Tweet • @ = Reply or addressed to • HT = Hat tip • Cc: = carbon copy (hey you!) • Listening Dashboard = Hootsuite, Netvibes, Tweetdeck
    6. 6. CHOOSE YOUR NAME CAREFULLY• Twitter name is changeable, but think first • Choose FB Page name carefully; it becomes permanent after 100 “likes” • Your name should be a consistent brand across all networks • It shouldn’t be too long, as twitter is only 140 characters • It should be memorable and not easily confused/misspelled • It will become your identity, so be strategic for SEO reasons • Pimp your profile page : keywords and cool photo of you
    7. 7. Twitter account branding: Think abt it! Carefully name your account & fill out/update your bio with campaign info. Show people! Think about Keywords Best Practices Rules: • 80/20 rule; it’s not all about you • Post daily; schedule updates • Don’t be a marketing robot • Talk with people, not at people • Vary content: text, video, images • Don’t auto-link your Facebook account to your Twitter or your blog • Reciprocate, engage, share
    8. 8. TWITTER Share announcements and mentions of youShare announcements and mentions of you Twilerts Google alerts Hootsuite Join the conversationJoin the conversation Tweetchats Hashtags Amplify/RTAmplify/RT Find your peepsFind your peeps Keep it realKeep it real _______________ 2- Way Conversation Keeps you current Keeps you as Authority Feedback Loop Spread word abt you COMMUNITY
    9. 9. From MS BizSpark Blog: GOALS • Have a goal in mind • Listen for those who align with goal • Approach and create conversation about common goals • Ask questions that create new understanding about common goals, to find new values or new goals • Include others in the creation of content, mention those who align via social • Distribute, share and listen again
    10. 10. Ten Golden RulesTen Golden Rules, …. (ok, 12 actually) 1. Answer yr @replies @mentions and DMs 2. Tweet Twice a day 3. Follow twitter lists in yr area of interest 4. Search Person name + Google = correct @ name 5. RT things of value 6. Give shout-outs/recos using @mentions 7. Ask questions & Answer questions 8. Join a regular tweetchat 9. Connect @name to others & use #hashtags 10.Try to tweet near 120 to encourage sharing 11.Use trackable Link Shorteners like 12. Share personal info, to show humanity
    11. 11. USE TWITTER TO JOIN CONVERSATION & MEET PEOPLE• Let them know you’re listening by @mentions • Listen via lists & dashboards • Broaden conversation via #hashtags • Always give link to amplify • Respond to people • Follow up, post-event • Find leaders & interact • When possible, meet in … PERSON!
    12. 12. WHOM DO I FOLLOW? STRATEGIC FOLLOWER BASE Start looking at Twitter Lists of your followers Subscribe to them Create yr own public lists Track who subscribes to them… They are yr superfans.
    13. 13. Follow accounts that will help you find people like you 1. Look at who’s listed on the twitter lists 2. Tweet at them. 3. Join tweetchats. 4. Follow them 5. Find influencers, connect with them, have them notice you 6. Follow lists & others & tweet @ them 7. Create lists & tweet abt them
    15. 15. Even better if they are influential! Make it easy for them (120 chars)
    16. 16. What makes this good? Not overly self-promotional good balance of pointing to others balanced tone/ humor Elegant promotion of work
    17. 17. What makes this good? Engaging lead-in w/question Sent from hootsuite NOTE: 9 RT, 7 Faves Make it a conversation, not a sales pitch
    18. 18. Why do they suck?
    19. 19. Don’t Tweet Like CHERCHER. • Don’t tweet like Cher • Don’t make up #uselesshashtags • Don’t spam via DM • Don’t call yourself a rockstar or guru • Don’t put an emoticon or exclamation mark after every tweet • Don’t be self-referential in all your tweets • Track click-thru using & do what works • If yr going to RT something, READ IT first • No need to sign yr tweets!
    20. 20. KEEP IT OPEN, LIVELY, PERSONAL • Find your network • Engage with them • BE RESPONSIVE • Keep it fresh • Exclusive value • Showcase images well • Connect by tagging • Hold campaigns • Link back to yr blog
    21. 21. USING SOCIAL MEDIA TO CONNECT AND ALSO TO: •promote themselves and their work by announcing opportunity for audiences to engage with yr work •Documenting the inside story: a "virtual studio" via Pinterest where visitors can see what they are looking at and thinking about (the images, films, music, etc that informs their sensibilities and (directly / indirectly) influences their work
    22. 22. Don’t be overly self-promotional Keep balance of life, observations, responses & amplification Clearly drive ppl to yr blog & give them a way to opt-in/subscribe and share on every page
    23. 23. Turn off location if safety is an issue • These are default set to OFF
    24. 24. • Exclusive content only available via social • Don’t be overly self-promotional • Provide “backstage” access experience to you • Engage with your fans/followers • Make Sharing easy so your fans can help you spread the word • Use integrated tools, for a variety of presences on social graph • Run campaigns and contests • Don’t auto-feed to a tool • Provide an easy way to subscribe to your work • Showcase and document your process and inspiration • Engage in controversy • Listen to verticals via hashtags & dashboards • Be Enchanting, as Guy Kawasaki says.
    25. 25. Social: What to do & what NOT to do • DO find a third party listening dashboard tool that you like such as NetVibes • DO subscribe to Alerts about relevant topics • DO tag strategically, redundantly across many channels • DO track your progress using social analytics tools that help you track success • Don’t delete or Ignore negative feedback, address it • Don’t use your friends and followers for their networks • Don’t only broadcast about your org, share stories & respond • Don’t be a control freak: guide conversations • Don’t just expect someone will run your SM channels, designate someone!
    26. 26. Now it’s time to talk TOOLS
    27. 27. How can you tell if they’re clicking? • Customize, re-use & track
    28. 28. ListeningListening: While your top-down strategy is creating awareness, the content and conversation help people make decisions together. You need to hear those conversations. Market yourself as a brand. Pick a short/consistent username -- Don’t forget your brand permutations Make yr brand a hashtag (for ex #CHEN) 1. Find APPROPRIATE HASHTAGS 2. Set in your account info 3. Monitor lists 4. Engage in the channels
    29. 29. vs. Social Bro
    30. 30. Social Bro
    31. 31. All this plus you can search your follower base!
    32. 32. Use TAGS to serendipitously search for your peeps • Look for others using a tag you choose • Find what else those people bookmarked • Find other relevant tags • = Twitter + Delicious (you tweet, it bookmarks automatically) • Share your resources via social media • If you’re listening, you can learn new tags on twitter & search other networks too
    33. 33. Hashtags? #DV #DomesticViolence #violence #VAW #techsummit13 Research and find tags from many communities related to your field Participate in conversations that help you engage new audiences and strengthen your authority positions Use tags to organize Information & grow diverse conversations
    34. 34. OPTIMIZING SHARING IS THE POINT!• Configure Tweetthis module to @mention yr org, not the tool’s name • Create a list of friendly tweeters to DM & help u spread word • Use hashtags to broaden yr audience • You can tag people, places, and pages in anything you share. You can also tag people in the text of FB posts or comments by using the @ symbol before typing • Make Facebook sharing easy and configurable for yr fans • Social sharing not only after purchase, but also by anyone • Spend time; look at how each share is displayed in each network • Use local language of each tool (no tweet-speak on FB) • Make tweets/URL short enough to have others RT and MT
    35. 35. A few good Dashboards: Use for listening, NOT Broadcasting
    36. 36. Hootsuite Pros: •Good for listening, include tags, common misspellings, lists/groups •Allows us to follow multiple streams across many social media sites, creating specialized campaign and search tabs for various projects, events and organizations •Paid version gives downloadable reports for ROI information Cons: • Free version won’t allow for multiple accounts or multiple users
    37. 37. TWEETDECK Pros: •Very easy to start on •Chrome Browser Extension •Free version is enough Cons: • Not as good for listening to tags
    38. 38. Combine images, YouTube, Tweets into a publishable story
    39. 39. Curate, Point to others, Save bookmarks & Sha • Don’t ever be afraid of having nothing to say: you can always Curate! • Delicious & • Use Scoop.It to help you find topical, relevant, reusable content • Share it and content from others • When in doubt, ReTweet and be generous with @replies
    40. 40. Find your own secret sauce • Make sure you are actually IN all the channels you choose • Don’t auto-feed into them • Embed complementary tools
    41. 41. Create your own combination • Figure out what your needs are, use a combination of tools • Don’t forget about mobile tweeting (Tweetdeck for multiple accounts, channels mobile interface) • Many mobile clients have pic uploader installed in the app • Figure out a workflow that isn’t confusing to avoid Freudian tweetsFreudian tweets • When you don’t have anything to say: Curate, ReTweet, reply to conversations using hashtags and Share widely • Think more about RETWEETS & amplification than followers
    42. 42. Who’s talking about you & what hashtags & FOLLOW!
    43. 43. Collaboration via community curationMake your work easy to share See who favorites/shares Find and follow them They are yr network
    44. 44. Timing and Investment Needed Blogs: 1-4 hours per post Twitter: 5-30 minutes a day Facebook: 5-30 minutes a day LinkedIn: 15-30 minutes, weekly Listservs: 30 minutes weekly Other Groups: 30 minutes weekly Photo Uploads: 15 minutes weekly Videos: 2-4 hours a week Curation: 1 hour a week Total Average Social Media Time: 90 minutes per day 11 hours per week
    45. 45. Who has the time? 1. Respond to @mentions 2. Respond to DMs 3. RT someone 1. Look for sharable content 2. Reach out to new tweeps 3. Answer a question, amplify it. 1. Search & Follow 5 new ppl in yr area of interest 2. Invite a tweep to coffee 3. Live-tweet an event 4. Find & use 5 new hashtags 5. Write a blog post & tweet link 6. Join a tweetchat 7. Run a tweetchat! 5 mins 2 0 m i n s 40 mins – 1 hour
    46. 46. • Upload a new image to your Facebook fan page and respond to comments on your page. • Comment on Facebook pages where you want to be noticed (e.g. galleries, niche markets, and museums). • Remember to comment as your page on other pages. • Add an event or campaign to your page. • Comment on someone else’s blog. • Respond to comments on your blog. • Recommend someone on LinkedIn and leave a recommendation on a business page on Facebook. • Send one tweet and retweet two others from your Twitter stream. • Find a new hashtag to listen to • Post-date three tweets using HootSuite or TweetDeck. • Organize FB photo albums
    47. 47. Contact Me.. Really! @suzboop