Handouts: CERIC Hands-on Social Media Workshop

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Handouts from the Hands-on Social Media Workshop presented by Donna Papacosta to the Canadian Education and Research Institute for Counselling (CERIC) in Toronto, August 20, 2013

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Handouts: CERIC Hands-on Social Media Workshop

  1. 1. Your Social Media Toolkit: Roll up your sleeves! Toronto August 20, 2013 Donna Papacosta
  2. 2. Discussion points today •  Why social media? •  Review of tools •  Integration of social media into your work
  3. 3. Traditional vs. social media •  Broadcast vs. conversation •  Control vs. lack of control •  Static vs. frequently updated
  4. 4. Benefits of social media •  Publish information easily and quickly •  Market research, customer service •  Increase brand awareness/SEO •  Show human face of your organization •  Build relationships •  Be better positioned in case of crisis
  5. 5. IT’S NOT JUST NUMBERS!
  6. 6. Klout: Take with a grain of salt
  7. 7. How to listen •  Google Alerts, Feedly •  Hootsuite/TweetDeck for Twitter searches •  Socialmention, mention for searches •  Engagio as a social dashboard •  Radian6 and Sysomos (paid) monitoring services
  8. 8. Importance of integration into your strategy •  Social media is not a strategy •  Facebook is not a strategy •  Twitter is not a strategy •  G+ is not a strategy •  Pinterest is not a strategy •  Get the idea? (More on this later)
  9. 9. Wait! Where is your audience?
  10. 10. Using social vs. being social
  11. 11. Let’s look at tools
  12. 12. Blogging •  Linchpin of your social media efforts •  Easy way to share content, including multimedia •  Increases SEO •  Positions you as a leader in your niche
  13. 13. Blog as hub Blog  Twi)er   Google+   LinkedIn   Facebook   Pinterest  
  14. 14. Get known, get remembered, get blogging •  Blog consistently, with your goals in mind •  Write for humans, but think of SEO •  Use photos, graphics, multimedia •  Make it easy to share and subscribe
  15. 15. Tips for better blogging •  Keep it short; use lists and subheads •  Play off current events •  Use someone else’s post as a jumping-off point •  Comment on others’ blogs •  Always be relevant!
  16. 16. What to blog about? •  Industry news •  Insights, opinions •  Tips and how-to •  Original content plus curated content by others
  17. 17. Since you asked … •  I recommend WordPress as your blogging and content management system •  NOT Wordpress.com
  18. 18. Twitter
  19. 19. About Twitter •  Micro-blogging platform •  140-character tweets •  Can reply and send direct messages (DM) •  Following is asynchronous (OK to NOT follow back)
  20. 20. Twitter benefits •  More than 100 million users around the world •  Follow news, industry leaders, smart people •  Build relationships •  Answer questions to establish credibility •  Twitter links send traffic to your site/blog
  21. 21. For me, largest referrer
  22. 22. Twitter lists (TweetDeck example)
  23. 23. Twitter lists
  24. 24. Twitter lists
  25. 25. Easy to create a list
  26. 26. Add someone to a list (can also do in TweetDeck et al)
  27. 27. Twitter steps •  Set up your account first •  Be sure profile is complete, with photo AND link to your website or blog •  Publish tweets before following •  Be consistent •  Be polite; no auto DMs or spam
  28. 28. Whom should you follow? •  Your clients, business partners, suppliers •  Your competitors or peers •  Trade or professional organizations for your industry •  Journalists covering your field •  Smart people you want to get to know
  29. 29. Twitter success •  Well-written bio with link to website •  Monitor your company and brand •  Follow interesting people; build relationships with influencers, potential clients, journalists •  Promote news, articles, etc. •  Share updates from trade shows, conferences
  30. 30. Twitter success – continued •  Engage; don’t just broadcast •  Use hashtags •  Set up persistent searches •  Create Twitter lists •  Manage Twitter with TweetDeck or Hootsuite •  Get Twitter on your smartphone
  31. 31. Twitter abbreviations •  RT = retweet •  MT = modified retweet •  H/T = hat tip (can also use “via”) •  CC = carbon copy •  DM = direct message
  32. 32. Buffer: a smart way to tweet
  33. 33. TweetDeck
  34. 34. Hootsuite
  35. 35. Hootsuite vs. TweetDeck •  Cost: TweetDeck is free, Hootsuite starts at $8.99 per month (30-day free trial) •  Interface: TweetDeck easier on the eyes •  Scheduling: both •  Update multiple networks: Hootsuite wins •  Features: Hootsuite offers bulk scheduling, Google Analytics and more
  36. 36. Twitter chats •  Public conversation around a unique hashtag •  Recurring around topic or event •  Host one or follow one •  Great for community building •  Try Tweetchat tool •  Examples: #blogchat, #b2bchat
  37. 37. Consider Twitter tools •  Wefollow.com (people directory) •  Twibes.com (directory of people, lists) •  Twitalyzer.com (Twitter stats) Beware: Don’t get hung up on stats; engagement matters more.
  38. 38. Twitter #FAIL •  Twitter use not part of overall strategy •  No room to retweet •  #Too #many #hashtags •  Broadcast only; lack of response •  Excess automation; auto DMs •  Incomplete or weak bio (why would I follow you back?)
  39. 39. Pros and cons: Twitter Pros •  Low cost, real time •  Ideal for customer service •  Easy to connect with influencers •  Can target conversations with hashtags •  Searchable Cons •  140-character format •  Frequent phishing •  Scammers •  Hashtag hijacking •  Short shelf life
  40. 40. Twitter hands-on •  Boost your bio •  Set up TweetDeck •  Create a list •  Follow a hashtag •  Investigate Bufferapp.com
  41. 41. Curating Twitter content with Paper.li
  42. 42. LinkedIn
  43. 43. Optimize your LinkedIn profile •  Use business-like photo •  Write keyword-rich headline; think SEO •  Customize your URLs •  Add Twitter handle
  44. 44. Don’t do this
  45. 45. LinkedIn tips •  Update your status at least daily •  Participate in group discussions; consider starting a group •  Don’t let LinkedIn be a tombstone for your resume •  Network before attending events •  Always customize your invitation
  46. 46. LinkedIn company page •  Tell company story •  Highlight products and services •  Engage with followers •  Share jobs
  47. 47. Pros and cons: LinkedIn Pros •  Most popular business social networking site •  Professional •  OK to talk business •  B2B discussions in Groups Cons •  Sometimes drops popular features •  Lots of noise in Groups •  Limited interaction
  48. 48. LinkedIn hands-on •  Review your profile; how can you optimize it? •  Look for pertinent groups •  Commit to posting an update at least once per day •  Find someone to recommend or endorse
  49. 49. About Facebook •  The social network for university students that became a 21st century phenomenon •  Many still use it for social only, not business •  Others have “business friends”
  50. 50. Personal Facebook profile
  51. 51. Facebook business page
  52. 52. Facebook tips •  Know the difference between a personal profile and a page •  Remember you don’t own the platform; Facebook can change on a dime •  Facebook is a walled garden
  53. 53. Tips for effective Facebook posts •  Always remember your audience •  Keep it short •  Use photos •  Ask questions to increase engagement •  Engage, engage, engage
  54. 54. Gaining “likes” on Facebook business page •  Be sure to get your vanity URL at www.facebook.com/username •  Give people a reason to come back •  Engage •  Ask and answer questions; reply to people •  Make it fun or at least educational
  55. 55. More Facebook tips •  Highlight your most important posts •  Link to current events •  Share your brand story
  56. 56. Pros and cons: Facebook Pros •  Easy to use •  Most popular, with more than 1B users •  Highly targeted advertising •  Easy to generate buzz, contests, etc. •  “Like” button used all over the Web Cons •  Low business page visibility •  Walled garden •  Poor mobile experience •  Platform changes without notice •  Privacy concerns
  57. 57. Facebook hands-on •  Check privacy settings on your personal profile •  Is a business page for you? Plan before you create one. •  If you have a business page, grab your vanity URL.
  58. 58. G+ benefits •  Integrated with Google Search, etc. •  Google Hangouts useful for video conferences, meetings •  Networking, learning •  Build yourself up as trusted authority •  Create and nourish Communities
  59. 59. G+ Circles
  60. 60. G+ Communities
  61. 61. G+ tips •  Use Circles to group people you follow •  Learn to format posts (use * to bold) •  Use + to mention people in a post •  Add appropriate #hashtags to post (helps your SEO) •  Add images, video
  62. 62. More G+ tips •  Write a strong About page with links to your products/services on website •  Be sure to authenticate Google Authorship to take advantage of SEO and boost visibility
  63. 63. Google Authorship
  64. 64. Pros and cons: Google+ Pros •  Clean interface •  No ads •  Integrated with Google search •  Supports rich multimedia •  Communities add value Cons •  People you know may not be there •  Google has history of dropping platforms
  65. 65. G+ hands-on: Create a profile; add me to your Circles
  66. 66. Pinterest
  67. 67. About Pinterest •  Virtual pinboard •  Digital scrapbook/curation tool •  Ties into trend toward visual communication, curation, social sharing •  Easy and fun to use •  Drives more traffic than LinkedIn, YouTube and G+ combined
  68. 68. Be a better pinner •  Become an expert in a niche •  Use browser extensions for easier pinning •  Try mobile version •  Go to “Popular” category to find trending pins
  69. 69. Instagram
  70. 70. Can follow people or hashtags
  71. 71. Instagram for business More than 40% of major brands use Instagram.
  72. 72. Better Instagramming •  What does my audience want to see? •  What will get them talking about my company? •  Use people pictures when appropriate •  Use hashtags!
  73. 73. Slideshare.net
  74. 74. Social media + content marketing
  75. 75. Content at centre stage – not self-serving copy
  76. 76. Always be interesting!
  77. 77. They sell solder paste! •  73 blogs by 17 authors, mostly engineers •  Increased leads six-fold
  78. 78. Become a social media power user •  Use social media every day to learn and share •  You do not need to be on all platforms; pick a couple •  Always engage; be generous •  “Think” social media; make time for it! •  Keep learning
  79. 79. Design your social media roadmap
  80. 80. Suggestions for your roadmap •  Know your business objectives and social media goals •  Choose social networks (where is audience?) and automation tools (Buffer?) •  Make sure your profiles rock •  Always share great content •  Engage with people; don’t just broadcast
  81. 81. Engagement tips •  Ask and answer questions •  Share links, photos videos •  Run contests (check rules first) •  Review books and events •  “Give before you get”
  82. 82. Where to learn more •  Social Media Explorer •  Social Media University Global •  Social Media Examiner •  Seth’s Blog •  Six Pixels of Separation blog and podcast •  For Immediate Release: The Hobson and Holtz Report podcast
  83. 83. Please keep in touch Donna Papacosta donna@trafcom.com 905.844.7645 trafcom.com @donnapapacosta

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