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Social Media Actually BBC Presentation


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Practical advice to communities and individuals who are just beginning to use Social Media to promote their causes

Published in: Business, Technology
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Social Media Actually BBC Presentation

  1. 1. Social Media Actually Julia Shuvalova
  2. 2. Social Media and Communities Social Media Actually is a series of presentations on the practical aspects of using Social Media in various sectors. The first presentation addresses the problems communities and non-profits may have in using various social sites to back and promote their causes. It attempts to look past the numbers and to give the easy-to-follow advice, which will be especially useful to those groups and individuals who are just discovering Social Media. It was presented at Social Media Cafe in Manchester, at the BBC, on September 8, 2009 Julia Shuvalova (aka Julie Delvaux) is a versatile creative professional with experience in Media and Digital Advertising. She is an avid user of various tools and sites, and since 2006 has been advising individuals and businesses on “how to use Social Media”, particularly on strategy development and online PR. Julia’s personal work (writing and photography) featured in traditional and online media, and her Arts and Culture blog is a Google’s Blog of Note ( More about Julia:
  3. 3. The term ‘social tools’ was coined in 1999
  4. 4. Social Media brings fun Or fame
  5. 5. And something new lies ahead already...
  6. 6. ...but the adoption is still too slow 2006: Using Media to empower communities 2009: Using Social Media to empower communities Has something really changed?
  7. 7. Communities and Social Media are perfect for each other There is only one problem There are too many social tools And too many communities Is anybody listening? What tools to use?
  8. 8. Are You a Social Media Sprinter or Marathoner? Social Media can make wonders. But every wizard needs some rest. Don’t expect wonders to happen all the time. When they don’t, work to make them.
  9. 9. How to Make Everyone Listen • Understand what is unique about your cause and take it from there • You are not alone – There are too many communities – maybe you can work together from the start? • Make your project worthwhile – nobody likes paying for nothing (even if money is time)
  10. 10. We Are All In Advertising Art is beer Money smells To empower communities, don’t merely give them voice Connect and promote them
  11. 11. •Since 2007, Blog Action Day has been uniting online publishers from all over the world to dedicate a day to helping find a solution to one of the global issues •Publishers included bloggers, videobloggers and podcasters, public figures, charities, and politicians. They could use banners to promote BAD in their online profiles •Volunteers translated the website into their native languages •In 2008, BAD used Twitter to update on the progress PBWiki to host full website translations •In 2008 during the day, a non-stop radio show was aired •Contributors were invited to submit a short MP3 file introducing themselves and their blogs •To determine this year’s topic, an online poll using SurveyMonkey was sent out to subscribers
  12. 12. is very rich
  13. 13. How can you choose? DO
  14. 14. We Are Still In Advertising If your cause is really close to your heart, understand how web, search, Social Media, and advertising work You will likely learn a lot of important and interesting things along the way And meet interesting people
  15. 15. When You Do Anything in Social Media... • Answer three questions: – What do you want to do? (cause) – Why do you want to do it? (purpose) – How are you doing it? (means) • Identify your audience • Identify expected results • Choose appropriate channels – that’s where your audience is, not the latest most fashionable place to be • Are you doing it alone or as a team? • Estimate approximate production time and costs – If nothing else, this should ignite your passion for results • Identify promotion time and costs – Recent research has shown that 1st week is vital for marketing video content • Act! • Track and Estimate • Report • Fine-tune
  16. 16. Empowering Communities? Power Is Knowledge
  17. 17. •Learn all you can about your audience •This should help gain more support for your cause Google AdPlanner profile for Facebook in July’09
  18. 18. The Importance of Integration • Social tools like Lijit, FriendFeed, and, of course, a blog allow us to point people to most other online spaces we inhabit • If you’re still using a website as your “base”, don’t forget to show people where they can find you on the Social Web • Otherwise, why are you on the Social Web?
  19. 19. Content generation level Community and Conversation level Improving brand presence Content distribution level Social Media: What Do You Want to Do? Ticker-tape
  20. 20. New Forest Community Media keeps all their social spaces and calls to action on one page NFCM flash Twitter widget How You Can Do It
  21. 21. Resources are mixed with People’s Voice Media’s own work Retaggr is obviously not ideal How You Don’t Want to Do It
  22. 22. ... Rome wasn’t built in a day Never forget... Facebook Don’t Get Frustrated Too Soon
  23. 23. Social Media Strategy What are your goals? NB: There must be more to “I want to be heard” NB: Difference – do we talk it or make it? How many people are working on the project? NB: Delegate and co-ordinate
  24. 24. How do you use your Social Media channels? NB: Simply updating a channel once a week or once a month is unlikely to bring any results How people are going to find you? NB: Integrate! Link! Embed! Tag! Categorise! How are you going to engage them? NB: Let them rate, like, bookmark, share, email, print, send, comment, review Social Media Strategy
  25. 25. How are you going to appreciate their engagement? NB: They do spend time on your site/blog/Flickr/Facebook, and time is money Are you evaluating this experience? NB: ROI is not all. What is Social Media experience telling you about your cause, your audience, your work, your team, yourself? Do you incorporate these findings into your strategy? Social Media Strategy
  26. 26. You know a horse can jump a ditch, therefore you accept that it can jump a Grand Canyon Paul Arden (dogs have already been to Space – they can jump above The Golden Gate Bridge) It’s Never Enough in Social Media Social Media is a journey, not a destination
  27. 27. But what about ROI?
  28. 28. What Is the ROI of Social Media? • In Social Media, people’s interactions are in the focus: they are naturally priceless • In Social Media, ROI (return-on-investment) becomes ROE (return-on-engagement) • Social Media is free – but your time, technology, and resources are not • If we can track clicks and comments, we can put a price tag on them, however speculative • This means that the ROI/ROE of Social Media can be calculated BUT HOW? “What is the ROI of putting on trousers in the morning?” (Scott Monty)
  29. 29. Measuring the ROI of Social Media In Social Media, there are several metrics that can be taken into account: Attention (=traffic) Participation (=comments, ratings, etc.) Authority (=Technorati rating, inbound links, trackbacks) Influence (=subscribers, fans, followers) Sentiment (=largely immeasurable) Usually all these are measured post factum. But is there a way to put estimations forward and to make “immeasurable” results carry at least a speculative price tag? In other words... Is there a way to for your cause?
  30. 30. Social Media ROI: Blog and SlideShare Presentation “How to Add RSS Feed to Facebook Page” (1 May 2009): • SlideShare presentation • Blog post (with presentation) Goals: • To react to the interest expressed in a search query • To promote the blog and the company Promotion (1 May 2009): • Flickr (screengrab with a link to blog post) • Twitter (shortening and sending a link to blog post) Total time of production and promotion – 2.5 hrs (2hrs 30mins). Total cost - £14.32* Reaction (since 1 May 2009): • 269 blog post views in total (237 unique views, 02:50mins on site on average, 2 comments (on the old blog, were lost in transition) • 2280 presentation views in total (2122 views on SlideShare, 2 faves, 3 embeds, 4 comments, 2 downloads) • 106 views on Flickr (with 18 clicks through to the blog) • 2 clicks to the blog from Twitter • 27 views of link • 1-2 page of Google for related queries *The minimum hourly rate is £5.73 (until October 2009)
  31. 31. Adding Perspective Estimates are based on the following*: • A visitor spent approx. 1min viewing the post with presentation. This unique visit is priced at an absolute minimum - £1** and extended on to price views on SlideShare. • Flickr and Twitter views are priced at £0.50 (assuming it would take a visitor 30sec maximum to see a screen grab or a link). • Every view from embeds - £2 (minimum consumption time on SlideShare + minimum consumption time on the embedding site). • Every interaction is priced at £1.50 (minimum consumption time + minimum decision-making time) – to include returning visits to the blog; visits from Flickr and Twitter; SlideShare faves, embeds and downloads; and comments on SlideShare and blog. *figures at the time of producing this presentation **you may like to use “conditional currency units”
  32. 32. Social Media ROI “Price-tags” memo: • Unique visit to the blog post - £3 (based on time on site) • Each returning blog visit - £1.50 • A view on SlideShare (excl. embeds) - £1 • A view from embeds - £2 • A view of the screen grab on Flickr - £0.50 • A view of the link on Twitter/ - £0.50 • A comment - £1.50 • A SlideShare download - £1.50 • A fave on SlideShare - £1.50 • An embed from SlideShare - £1.50 • A Flickr click-through - £1.50 • A Twitter click-through - £1.50 Total Gain from Investment: £4832.5 ROI: £4832.5 / £14.32 = £337.46 Good enough? Or more can be done?
  33. 33. Seeing (and Seizing) an Opportunity • “How to add RSS feed to Facebook Page” came from a search query on the blog • Blog posts can originate from a Twitter conversation; interviews can take place via Facebook or Twitter • Editorial guidelines are good, but don’t make them too restrictive • Be real (don’t let anyone think you’re a robot)
  34. 34. Keeping Everyone in the Loop • “Who subscribes to my RSS feed?” “follows my Twitter stream” “comments on my posts/photos” “fans me on Facebook” • Update your followers on the progress of your project • Optimise your channels, so people can find you Blog: title, copy, categories, tags, URLs Photo sites: title, tags, descriptions, URLs Video sites: title, descriptions, URLs Bookmarks/News: descriptions, tags, URLs Twitter: hashtags, link titles, URLs
  35. 35. This is not just sexy chicken This is metadata
  36. 36. Don’t Forget to Analyse
  37. 37. Understanding Success Do you miss on using any tools? Social Bookmarks Social News Social Events If yes, then start using them. Becoming a power- Digger takes time YouTube/Flickr are not the only sites for photos/videos Research your audience What are their interests? What other sites do they visit? What do they know about your cause? Why would they want to know about your cause? “Cutting Room Experiment”: How to build on it?
  38. 38. Have your questions been answered? Any more questions?
  39. 39. References Slide 28: • ‘What Is the ROI of Social Media’ – Social Media Explorer, October 28, 2008: media/ • ‘Ford Case Study: Control Is an Illusion in Social Media Age’, Social Computing Journal, April 7, 2009: • ‘Social Media for Business’, Mashable, February 27, 2009: • ‘Basics of Social Media ROI’, Olivier Blanchard on SlideShare: media-roi Slide 29: • ‘A Framework for Measuring Social Media’, September 24, 2008: Slide 37: • ‘Cutting Room Experiment’, Cahoona on SlideShare:
  40. 40. Image and Website Credits Slide 2: Julia Shuvalova (CC: Attribution – Non- Commercial – No Derivatives) Slide 3: Julia Shuvalova; Travel Tracks Slide 4: Huffington Post Slide 5: CSV Media; Let’s Go Global; People’s Voice Media Slide 6: Eaulive on Flickr (CC: Attribution – Non- Commercial) Slide 7: The Better Weigh Slide 8: Karen’s Poetry; Beyond Madison Avenue Slide 9: Julia Shuvalova Slides 10 and 11: Blog Action Day Slide 12: French Guy on Air Slide 13: Pink Sherbet on Flickr (CC: Attribution) Slide 16: Fictures on Flickr (CC: Attribution) Slide 17: Google Ad Planner Slide 18: FriendFeed; Open Golf Championship Slide 20: New Forest Community Media Slide 21: Tees Valley Community Media; People’s Voice Media Slide 22: Jaymce on Flickr (CC: Attribution – Share Alike) Slide 23: Easy Art; Yoko Ono Official on Flickr Slide 24: iStrat Slide 25: Blog Action Day Slide 26: British Council; Mylerdude on Flickr (CC: Attribution) Slide 27: The Lightning Bugs Lair; Julia Shuvalova Slide 28: Andrew G Hobbs Slide 29: Ambition Slide 30: Lakestar Media Slide 33: Cyber Punk Review; All Posters Slide 34: FeedBurner; Dog Topics Slide 35: The Daily Mail Slide 36: Clicky; Flickr; YouTube Slide 37: Julia Shuvalova Slide 38: Weber State University