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Shape Social Media - Crash Course

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  • 1. Social Media Crash Course Cate Trotter – Head of Trends Twitter: @insidertrends Cate Trotter © February 2012
  • 2. What will you learn?• Why you want to use social media and what you want to get from it• Simple ways to maximise success on Facebook, LinkedIn and Twitter• Other useful quick tactics• Hootsuite• Quick and easy ways to create blogs and videos• How to integrate social media activity into your routine Cate Trotter © February 2012
  • 3. Client list Cate Trotter © February 2012
  • 4. Introduction Cate Trotter © February 2012
  • 5. Benefits • Low cost form of marketing (when compared to advertising, direct mail, cold calling etc) • Customers now trust their peers more than they trust brands • Keeps you top of mind with existing contacts • Social mentions and links boost SEO • Sharing is now 31% of referral trafficSource: ShareThis, June 2011 Cate Trotter © February 2012
  • 6. Managing expectations“Before you start, you should know that starting today doesn’tmean profits tomorrow. Think of engagement more like acourtship, a series of interactions, that will lead to you developinga relationship with someone over time, ultimately which may leadto a sales marriage. It’s a long term investment for most, not aquick killing.”– Phil Jones, UK Sales and Marketing Director, Brother Cate Trotter © February 2012
  • 7. Customers = your audience Cate Trotter © February 2012
  • 8. Strategy Cate Trotter © February 2012
  • 9. Who do you want to connect with?New customers – or existing customers?New artists or existing artistsVenuesJournalists/bloggersWhich social networks do they use? Or how will you find out?What are their personal interests and aims?What do they want to gain from connecting with you?Does your description fit the audience that is following youcurrently? If not, how is it different? Cate Trotter © February 2012
  • 10. What do you want them to do?Come to your eventsStay in touch so they come to another eventTell others about your eventsEngage with your brand onlineSubmit work from homeCommunicate with you via social media rather than email or phoneBook onlineGive you their opinions/feedback Cate Trotter © February 2012
  • 11. How will you know if you’vebeen successful?Likes on Facebook/Follows on TwitterNumber of comments/retweetsHits from referring sites (Google Analytics data)Level of influence increases (eg Klout score)Responses to “How did you hear about us?” Cate Trotter © February 2012
  • 12. General approach Cate Trotter © February 2012
  • 13. Be nice, be yourselves“Successful companies in social media act more like party planners,aggregators, and content providers than traditional advertisers.”– Erik QualmanThe 1/9 post rule:For every post about you,share 9 not about you – ieother things of interest anduse to your community Cate Trotter © February 2012
  • 14. Share your enthusiasm Cate Trotter © February 2012
  • 15. Connect fans to each otherwww.lomography.com Cate Trotter © February 2012
  • 16. B2C and B2B Cate Trotter © February 2012
  • 17. Facebook Cate Trotter © February 2012
  • 18. Give it a human touch Cate Trotter © February 2012
  • 19. Give it a human touch Cate Trotter © February 2012
  • 20. Publish contentPicturesThoughtsQuotesLinksStatsVideo Cate Trotter © February 2012
  • 21. Publish contentPicturesThoughtsQuotesLinksStatsVideo Cate Trotter © February 2012
  • 22. Create two-way dialogueQuestionsPollsResponses Cate Trotter © February 2012
  • 23. Create two-way dialogueQuestionsPollsResponses Cate Trotter © February 2012
  • 24. Create two-way dialogueQuestionsPollsResponses Cate Trotter © February 2012
  • 25. Keep it easy Mother’s Day: “Tell us your favourite story about your mum.” “What’s the one word that best describes your mum?” Cate Trotter © February 2012
  • 26. Keep it easy Cate Trotter © February 2012
  • 27. Take an interest in your fans Cate Trotter © February 2012
  • 28. Encourage fan-to-fan conversation Cate Trotter © February 2012
  • 29. Fan of the week/monthhttps://apps.facebook.com/fanofthe Cate Trotter © February 2012
  • 30. Let them promote themselves Cate Trotter © February 2012
  • 31. Brand your page Cate Trotter © February 2012
  • 32. Fun posts and links Cate Trotter © February 2012
  • 33. Monitor, measure and trackFacebook InsightsKlout Cate Trotter © February 2012
  • 34. Be clear on what fans can expectBe clear about WHY you have a Facebook presence andwhat results you’re working towardsAlways keep that vision/goal in mindMake it clear what fans can expect – tips, insight, offers? Cate Trotter © February 2012
  • 35. Summary of ‘how to’Give it the human touchPublish contentCreate two-way dialogueKeep it easyTake an interest in your fansEncourage fan-to-fan conversationHave fan of the week or monthLet them promote themselvesBrand your pageCreate fun posts and linksMonitor, measure and trackBe clear on what fans can expect Cate Trotter © February 2012
  • 36. Quick win tactics – in FB Cate Trotter © February 2012
  • 37. Make an attractive landing pagehttp://iframes.wildfireapp.com Cate Trotter © February 2012
  • 38. Ask fans to post a link Cate Trotter © February 2012
  • 39. Invite fans to upload pictures Cate Trotter © February 2012
  • 40. Get fans to tag themselves Cate Trotter © February 2012
  • 41. Image competitions Cate Trotter © February 2012
  • 42. F-commercewww.storefrontsocial.com Cate Trotter © February 2012
  • 43. F-donationshttp://tinyurl.com/causes-on-fb Cate Trotter © February 2012
  • 44. F-donationshttp://tinyurl.com/causes-on-fb Cate Trotter © February 2012
  • 45. Free market researchMcDonald’s on Facebookwww.facebook.com/mcdonalds Cate Trotter © February 2012
  • 46. Quick win tactics – off FB Cate Trotter © February 2012
  • 47. Put FB link in signature Cate Trotter © February 2012
  • 48. Facebook Placeswww.facebook.com/places Cate Trotter © February 2012
  • 49. Encourage likes at events Cate Trotter © February 2012
  • 50. Encourage likes at eventswww.spotlike.com Cate Trotter © February 2012
  • 51. Facebook comments on itemsComment with Facebook Connecthttp://tinyurl.com/facebook-connect-comment Cate Trotter © February 2012
  • 52. Make FB more apparenthttp://tinyurl.com/social-plugins Cate Trotter © February 2012
  • 53. Summary of quick winsOn Facebook: Off Facebook:• Make an attractive landing page • Put Facebook link in signature, on• Ask fans to post a link business cards and at end of• Invite fans to upload pictures presentations• Get fans to tag themselves • Encourage Facebook Places check-ins• Image competitions • Encourage likes at events via SMS and• F-commerce QR code• F-donations • Let users comment on site via• Gather free market research Facebook Comments • Add ‘like’ button to items • Add Facebook Live Stream to site Cate Trotter © February 2012
  • 54. Twitter Cate Trotter © February 2012
  • 55. Twitter in 10 mins a day• 2 minutes – write a post (leastimportant part)• 3 minutes – review and replyto your messages and directposts• 5 minutes – read your feed,retweet and respond to others’comments Cate Trotter © February 2012
  • 56. Gain attention by talking to peopleFrom your feed:From TwitterSearch: Cate Trotter © February 2012
  • 57. Respond to conversations Cate Trotter © February 2012
  • 58. Don’t be an idiot Cate Trotter © February 2012
  • 59. Tweet links “Content is the fuel of the social web.” – AOL and Nielsen 19% of tweets contain a link 57% of retweets contain a linkSource: AOL and Nielsen research, April 2011 Cate Trotter © February 2012
  • 60. Tweet links from RSSwww.google.com/reader Cate Trotter © February 2012
  • 61. Ask questions Cate Trotter © February 2012
  • 62. Use hashtagsMac: Alt + 3 = # Follow Friday Cate Trotter © February 2012
  • 63. Follow new, interesting peopleTwitter > Discover > Browse categories Cate Trotter © February 2012
  • 64. See Twitter’s suggestionsTwitter > Discover > Who to follow Cate Trotter © February 2012
  • 65. Search Twitter bioswww.twellow.com Cate Trotter © February 2012
  • 66. Follow a competitor’s friendswww.tweepi.com/dashboard Cate Trotter © February 2012
  • 67. Order by Klout scorewww.tweepi.com/dashboard Cate Trotter © February 2012
  • 68. Order by Klout scorewww.tweepi.com/dashboard Cate Trotter © February 2012
  • 69. Order by Klout scorewww.tweepi.com/dashboard Cate Trotter © February 2012
  • 70. Hashtags at eventsDiscussion before, duringand after eventsEncourage people to usehashtag to share theirpics/posts related to eventPut in prominent placesonline and at events toavoid confusion Cate Trotter © February 2012
  • 71. Hashtags at eventsDiscussion before, duringand after eventsEncourage people to usehashtag to share theirpics/posts related to eventPut in prominent placesonline and at events toavoid confusion Cate Trotter © February 2012
  • 72. Hashtags at eventsDiscussion before, duringand after eventsEncourage people to usehashtag to share theirpics/posts related to eventPut in prominent placesonline and at events toavoid confusion Cate Trotter © February 2012
  • 73. Summary of ‘how to’• 20% writing, 30% responding, 50% reaching out• Talk to people, respond to their conversations• Tweet links that you find naturally and through your RSS reader• Ask questions• Use hashtags• Follow new, interesting people – use Twitter recommendations, Twellow and Tweepi• Use hashtags at events Cate Trotter © February 2012
  • 74. Quick wins Cate Trotter © February 2012
  • 75. Prizes for the best event tweet Cate Trotter © February 2012
  • 76. Create lists Cate Trotter © February 2012
  • 77. BackgroundIn your bio, say who you’dlike to follow you Cate Trotter © February 2012
  • 78. Pre-orders via TwitterNom Nom – www.nomnombristol.com Cate Trotter © February 2012
  • 79. Pay With a Tweetwww.paywithatweet.com Cate Trotter © February 2012
  • 80. T-commercewww.chirpify.com Cate Trotter © February 2012
  • 81. T-commercewww.chirpify.com Cate Trotter © February 2012
  • 82. T-commercewww.chirpify.com Cate Trotter © February 2012
  • 83. Make your tweets stand outwww.twylah.com Cate Trotter © February 2012
  • 84. Summary of quick wins• Prizes for the best event tweet• Create lists• Use your background• Use Twitter for pre-orders• Make use of Pay With a Tweet• Use Chirpify t-commerce• Make your tweets stand out with Twylah Cate Trotter © February 2012
  • 85. LinkedIn Cate Trotter © February 2012
  • 86. Why is LinkedIn good for B2C? Cate Trotter © February 2012
  • 87. Optimise your profile Cate Trotter © February 2012
  • 88. Optimise your profile Cate Trotter © February 2012
  • 89. Profile widgets Cate Trotter © February 2012
  • 90. Profile widgets Cate Trotter © February 2012
  • 91. Connect with existing contacts Cate Trotter © February 2012
  • 92. Use contacts of contacts Cate Trotter © February 2012
  • 93. Using contacts of contacts Cate Trotter © February 2012
  • 94. Make new contacts directly Cate Trotter © February 2012
  • 95. Write personalised messages Cate Trotter © February 2012
  • 96. LinkedIn groups Cate Trotter © February 2012
  • 97. Ask questions Cate Trotter © February 2012
  • 98. Answer questions Cate Trotter © February 2012
  • 99. Set up your own LinkedIn group Cate Trotter © February 2012
  • 100. Email your group for free Cate Trotter © February 2012
  • 101. Summary of ‘how to’• Remember LinkedIn’s a great (indirect) tool for B2C!• Optimise your profile• Install widgets – events and YouTube video• Connect with existing contacts• Use contacts of contacts• Make new contacts directly• Write personalised messages• Interact with LinkedIn Groups• Ask and answer questions on Groups and LinkedIn Answers• Consider setting up your own LinkedIn Group Cate Trotter © February 2012
  • 102. Hootsuite Cate Trotter © February 2012
  • 103. One post, all networkswww.hootsuite.com Cate Trotter © February 2012
  • 104. Create ow.ly shortened links Cate Trotter © February 2012
  • 105. Analytics on posts Cate Trotter © February 2012
  • 106. Hootsuite dashboard Cate Trotter © February 2012
  • 107. Schedule posts Cate Trotter © February 2012
  • 108. Upload to YouTube and FlickrHow to video – http://tinyurl.com/hootsuite-apps-vid Cate Trotter © February 2012
  • 109. View Klout scores Cate Trotter © February 2012
  • 110. Simplify your feed with listshttp://tinyurl.com/hootsuite-lists Cate Trotter © February 2012
  • 111. Simplify your feed with listshttp://tinyurl.com/hootsuite-lists Cate Trotter © February 2012
  • 112. Hootsuite summaryHootsuite lets you:• Post to Facebook, Twitter and LinkedIn simultaneously• Create trackable shortened links• See which posts create the most engagement• Schedule posts• Upload Flickr and YouTube content• View Klout scores Cate Trotter © February 2012
  • 113. Other beneficial tools Cate Trotter © February 2012
  • 114. Eventbrite online ticketing Cate Trotter © February 2012
  • 115. SEO Cate Trotter © February 2012
  • 116. Create content “Content is the fuel of the social web.” – AOL and Nielsen 19% of tweets contain a link 57% of retweets contain a linkSource: AOL and Nielsen research, April 2011 Cate Trotter © February 2012
  • 117. BloggingGreat for:• Improving SEO with keywords• Improving SEO with social links• Giving people content they can share to drive extra traffic• Building brand and bringing it to life Cate Trotter © February 2012
  • 118. Creates good social content Cate Trotter © February 2012
  • 119. Enable frictionless sharing Frictionless sharing has led to a 50-300% increase in traffic from Facebook. Source: 8thBridge CEO, February 2012Facebook Recommendations Barhttp://tinyurl.com/fb-recs-bar Cate Trotter © February 2012
  • 120. Quick & easy bloggingwww.posterous.com Cate Trotter © February 2012
  • 121. Simple, affordable blogging• Interview artists – minimal research, get them linking in• Interview fan of the week/month• Guest blogging• Outsource 3 posts a week – peopleperhour.com, elance.com, your own community• Image posts• Quick, simple video posts• Hire an intern Cate Trotter © February 2012
  • 122. Video content• YouTube is the world’s second largest search engine• Properly submitted videos are 53 times more likely to appear on Google’s front page than a page with only text and images Source: Forrester research, 2009 Cate Trotter © February 2012
  • 123. Create content simplywww.bambuser.com Cate Trotter © February 2012
  • 124. Create content simplyhttp://twitcam.livestream.com Cate Trotter © February 2012
  • 125. Film Skype interviewswww.ecamm.com/mac/callrecorder Cate Trotter © February 2012
  • 126. Submit videos properlySubmit your videos to www.google.com/videositemaps Cate Trotter © February 2012
  • 127. Summary of other tools• Consider Eventbrite online ticketing• Remember social posts affect SEO• Consider keywords when writing posts and tweets• Create blog content • Enable frictionless sharing on your blog • Think of quick and easy ways to create posts • Post using Posterous • Reuse posts to create engaging newsletters• Create video posts using Bambuser, Twitcam or eCamm CallRecorder• Submit your videos to www.google.com/videositemaps Cate Trotter © February 2012
  • 128. Action plan Cate Trotter © February 2012
  • 129. 90 day plan Feb 23 – Mar 22 Mar 23 – Apr 22 Apr 23 – May 22PurposeKey objectivesActions(person responsible)Ongoing Cate Trotter © February 2012
  • 130. When will you do it? Cate Trotter © February 2012
  • 131. Social Media Strategy and ExecutionTrend Presentations, Reports and Tours www.insider-trends.com +44 (0) 844 504 8080 cate@insider-trends.comTrend feed on Twitter: @insidertrends Cate Trotter © February 2012