PPT PROPERTY OF BEX LEWIS/DIGITAL FINGERPRINT – PRE-PREPARED FOR WORKSHOP The training session is booked to run from 9.30-12.30pm. (Images purchased from Stockfresh, or screenshots).
Introduce self… (and course – intensive, but should provide you with plenty to chew on over next few days/weeks – feel free to tweet with a few questions )
Social Media – all about RELATIONSHIPS, so we are going to start by getting to know each other as if we are on Twitter
… this is what many people think the internet is about … just a big ‘timesuck’, but thankfully the attitude is changing amongst those I’m meeting – question changing from ‘why should we waste our time’, to ‘we know we need to get with it, but we don’t know how…’
What do we think about this as a quote … and also how much do we value written communication? discuss
(as a child = hidden behind a book) …
DISCUSS: What comes to mind when you think of ‘social media’? (1 good/1 bad each?)
Often people focus on ‘media’, but we want to focus on ‘social’… this is where it’s different from traditional marketing, etc.
Commonality – finding a starting point & getting to know each other, etc… with a strong focus on LISTENING to the people engaging with you, and looking for material that they might find shareable. A lot of it is based on relationship building, so that people will ‘look out for you’ and look for material to actively share on your behalf.
You’re looking to provide information, engage in dialogue, listen to your audience … build a community who will be interested in the other things that you do ..
Think about notions of presence … is it about quality or quantity of presence? Have you got good relationships with people, so that they will be ‘quality’ ambassadors, actively looking out for material from your sites… looking for ways to use it and incorporate in what you’re doing…
If I share something on my own page – far more likely to pick up comments than if it’s on a page, so in some ways calls for a different relationship between work/personal life (e.g. I know most about CPO because I know Russ – trust/authority built up).
Thinking through how things have changed – we don’t PUSH the message at people – we seek to be intriguing and draw them in… with good stories (you know how to do that, right?)
Now, these may surprise you, as you may expect that I come in, tools first, and say “let’s do it all digitally”, but as it has been for many years, and will be for many more – we should start with the PROBLEM(S) that need solving, and then look at how the digital fits into the mix.
Qualman – just over 3 mins (business focused, but worth thinking about…, comes from a marketing perspective, would you quibble with any of the stats? Anything in particular strike you?
(from early 2014) … GO LIVE and watch the numbers go up…
So, we want to think about how to choose the best platforms for a given subject / brand / group of books – we’re going to look at what you already have…
Needs to be built into everything that you do, not a last minute afterthought… but sending a tweet once you’ve done everything else you’ve needed, rather than thinking about how it works as part of the WHOLE picture and thinking you’ve “done” social media = a problem.
How to choose the best platforms for a given subject / brand / group of books
What are people searching for? What will entice them to share?
Core to everything we’re doing is thinking about what people will be searching for (so put that knowledge to use re: choosing book titles/blurb, etc. as this will all count in helping people find the material. So there’s something about CONTENT there, and ensuring you’re using the right words (e.g. image consultants or image professionals – which brings you business?)
Importance of deciding keywords
What are people searching for for you? Who is linking back to you? Google works on a peer-review system so e.g. if BBC/academia, etc. link back to you ranks higher than random blog…
Lots of advice from Google as to how to be found … machine finding = more to the site, whereas social media is more about knowing what appeals to your audience and providing relational material…
Also think what will encourage people to share! You can’t make people share, but you can give them opportunities – e.g. here you have the share icons, but even mine are not shared loads – but if you looked at my personal FB, Twitter, etc, there is loads of traction there … using the ‘networks of networks’ that we talked about earlier…
Get your authors excited about getting involved! E.g. This past week has been a bit off-the-wall – but this was a bit of fun that has raised awareness of what I’m doing this week… What other links can you think of for books… and how iconic can you make a book cover that it is something that catches people’s eyes and they want to share – the visual is SO KEY in the digital spaces…
This may not seem the most obvious place … but this page has 11,000 likes, and has lots of kids coming in to have their nails done .. So you’ll see appropriate for this, maybe not others! Thinking outside the box…
You could refer back to a talk I gave at the Church and Media conference in which you can see that people are sharing images of my book back to me, etc… which again, capitalises on networks of networks … you guys know how to work with people – how can you give them content that they want to share (e.g. the ‘look inside’ type feature on Amazon…)s funny pictures always work…
So, let’s have a look at ‘Facebook’ – who’s got a FB account…
1.3bn people using this Importance of a personal page at the root of all this…
Look at a couple in a little more detail…
Personal page – aware that people know who I work for… that personal/professional boundary has become blurred, but there are ways round that … e.g. work email don’t look outside of hours, and encourage a culture of etiquette that just because online, not dealing with work queries = certain amount of ‘discipline’.
(Find friends; Post status updates; Comment on others photos; Post & Tag people in photos; Leave public messages on the ‘wall’; Send private ‘messages’; Join Groups, Like Pages; Link to other social media; Set up events)
BEST way to manage work, etc. balance … put people into lists…
First thing notice is the long web address – someone needs to go into ‘About’ and tidy that up to /lionhudson.
Then think – what kind of content do you already have that you can repurpose? Are there stories that you can share that are of value to people (can you highlight a self-help book of the week, and share particular content – e.g. this week with Safer Internet week could have done some stuff with me…) , and come across not as marketing (e.g. the nails are fun, people like to see that they’ve got a sneak peek, book extracts (free chapter in the next book on Kindle sucks me in a lot), seen behind the scenes, interviews with authors, photos of authors in progress, or referencing bits of their work, what about tips for potential writers, etc… )
Frequent but not overwhelming, and pref highlighting what’s in any links that might make people want to click further…
This is where need to think about the ‘voice/tone’ of the different brands/sub-brands. How do you cross-promote with each other but remain distinct (so not everything can be cross-shared, but identifying the particular uniqueness of each brand … this is something you’ll need another meeting to plan about …
What are your values? What do you stand for? What is your ‘tone of voice’? What can you contribute to the conversation? Locally? Nationally? Globally?
*Remember also – mobile access to these sites – are these responsive/accessible?
TAKE SOME TIME to think about What keywords are people going to be searching for you for … make a list…doesn’t have to be definitive – keep working on it… note ‘the long tail’…
I love the heading on this page, and this clearly has a decent number of likes already. It’s all part of sitting down and strategising, focuing on x this week, and looking outside what you are doing, for other things that you can join in that intrigues them back towards your content, but has to be in a non-marketing way! Of genuine value to the user…
Again, love the colours in this. Is the same person looking after all of these? Can they do a 1-statement summary of what each page seeks to achieve, what it’s audience is, how often it’s posting, and making it easier for people to provide stories … can people show how they have enjoyed using these books?
How much can we find out about people – how many people can we reach – not the hugest of numbers, but think compared to average congregation… is a bit of a game of numbers..
Similar to Lion Fiction … can you get the authors providing content here, inputting, etc. In part of discussions re contracts, can you ensure they know which social media platforms to engage with (knowing most won’t want to sign up for more than 1) …
Special opportunity here to encourage parents to upload their kids photos of characters, etc. E.g. I don’t know if you give away drawing sheets at festivals – photograph them and upload them (because can’t upload pics of the kids!) … Love the picture – v. strong!
Importance of knowing this page – it works pretty well!
Seek material you can use in different platforms, and consider using Facebook paid advertising … as organic reach is down… quality content is still key, although there are things that people click more than others … but we don’t want click-bait!
Premier certainly uses this to effect – and Bonappfeet partly has it’s HUGE number of users because it puts special offers in front of the right users – something in it for the user and for the page host!
Twitter = good for? NOTE = here = a ‘business’ brand Twitter = careful to keep ‘on topic’, careful use of the ‘bio’ (Who, when, what) … so people know what to expect… Regular posting (we’ll come back to that), and note ratio of followers/followees… (Who to follow, why would you NOT follow someone?)
New connections through shared interests Building your “brand” Pre/During/Post Event Conversations Breaking news Asking questions Share good resources Sharing pithy statements/quotes Being “polemical”
Don’t have a smartphone - https://support.twitter.com/articles/14589-how-to-add-your-phone-via-sms
Importance of the bio – important to spend time on this, but might not get it right first time – expect it to evolve… can draw on formulas like this – but remember that people will searching – what are they searching for? This may be the only chance to capture their attention… All about managing expectations – if only manned Mon-Fri 9-5, say so!
Can you encourage your authors to upgrade their bios too?
Explain send one small message and cascades out .. Message gets bigger with each RT – I have 7k followers, someone with 30k RTs – they are saying message is worth listening to .. And all their audience may see it too.
Can anyone see what the topic of the day was? Yes, Scottish independence referendum…
(Explain hashtags: How many to use, how to create a new one, how to advertise them, etc. prospective pitfalls.. Keep it short, consistent, advertise it before the service, let people know about it (don’t try and take over an organic hashtag), make sure it makes sense and that it’s not already in use for something else… )
Joining pre-existing hashtags? (Pros/Cons)
Whoever’s doing this stuff seems to have a sense of what is needed, see job as encouraging others to get involved! Bio could do with some more work… and is an image of Oxford helpful – know it gives that ‘academic’ sense – but more useful to use book covers?
Don’t look to “publish” but engage in a CONVERSATION
Do you have people who review your publications (see what SPCK has done) – regular humour on the site appeals to people’s competitive nature – builds relationships – then people pleased to review stuff.. (they put on own spaces – gets shared) – may not be magic bullet sized activities unless focus on e.g. celebs with large no followers…
This really helps sell what they are doing, and think can do similar with your materials … they have reputation for ‘stuffiness’ but have used this extensively … and have also used it to inform the kind of products that they develop/sell as time has gone on … so though one person has responsibility for Twitter, etc. they feed all that thinking back in …
Lists – needs some coherence amongst the sites – esp from the Lion Hudson Twitter feed – link it in via lists… (how they work, who’s included).
This seems to be working, decent number of followers – again link with FB, and use activities, can you help out a frazzled parent (as the children = too young to be on here…)
This needs bio/top picture updated …
Semi-personal account (possible in a way that not on FB – without breaching terms & conditions) – sense of who Rhoda is mixed in with work stuff … needs a pic the more members of team can produce this kind of thing, the more that the work account can publish some of those insights – social is made up of people, so capitalise on that…
Here’s my suggestions for a ‘daily workout’ – anticipated to take around 20 minutes a day… worth the investment – really has to look active to generate interest!
Pinterest – often crafty/image/inspirational saying/children’s activities focused – great space to encourage others to participate in – open for competitions.
Wondered if there’s scope to set up a board for each book – even whilst author is writing it – and generate a sense of excitement before it came out (I had people queuing for my book!) … crucial to this is will people share the content?
e.g. Any books on wedding, children’s activity and craft ideas have lots of scope here… so this I like .. How do you get a community developed (of readers and authors and their friends) who might be contributing content to this…
Continuing with the visual theme – let’s look at Instagram – teenagers in particular are using this.. How can you pictorially share ‘the journey’ of what the company is doing? (Again, hashtags can be used) – E.G. If I’ve been featured in a magazine article – if I want to share it – will share a portion of it – to intrigue people, then link to where I can find the whole thing (if it’s online).
So is there a way to capitalise on this? E.g. pics with books, freebies, etc.? Spot the book on the shelf –with a hashtag, etc.? Even just keeping it ticking over with ‘new books/authors’ etc will work…
2nd biggest search engine!
1:47 – what puts this kind of smile on a child’s face – and would you guess the brand before the end if you didn’t already know? Again, want to challenge how to think differently – can you get some fans of what you’re doing to come up with something, in return for some books?!
Spot the obvious error here … the importance of changing with the seasons. Is also not yet much content. Need to start thinking what/how you can do this, and without necessarily having to increase the amount of equipment/getting people geographically closer together. What kind of things do you like to share?
It suggested I look at this – I was specifically looking, otherwise I would have thought – hmpf to small amount of content previously and not bothered following any suggestions – but see here it’s not just about what you produce, it can be what you curate from elsewhere.
YouTube – mostly you’ll just play videos, but can embed them, add them to playlists, etc. (note that what seems to work here is a certain amount of ‘celebrity’, hot topics, and look at the recent re-branding – how clear it is that everything belongs to the same company…
NOTE importance of ‘how to’ (typical phrase people will look for).
Importance of linking – cross-referencing, etc… (yes, prob our least successful ‘bigread’ – pulled back for next year as are other products with more ££ behind them).
http://blog.upworthy.com/post/72763554347/the-most-upworthy-topics-of-2013 - note that people will listen to longer stuff if it’s interesting…
Mo need for BBC production values
Think also beyond YouTube – what about tweet length videos? E.g. mini interviews with authors! See some other good suggestions - http://www.buzzfeed.com/juliapugachevsky/most-remarkable-stop-motion-vines-of-2013 – the power of 6 seconds, again, viral?
If we’re thinking short sharing – what about audioboo – up to 15 mins… What do people have time/inclination for? Some people don’t mind being recorded, but voices, rather than faces! People find it easy to write/read … increasing numbers using these formats though – don’t forget about them… carry audio recorder around..
When we’re thinking about blogging – think about what you contribute to other blogs in terms of pieces of writing (or sharing other content, e.g. on your FB) – sharing and caring!
If you are going to give things to users, do they need to be ‘big’ users for ROI, or certain amount of space to give away e.g. 10 books to 10 keen bloggers keen to build their reputation?Well known bloggers who can review books (possibly built from those Twitter networks)
Does this get posted every Monday at 9am? Are the URLs for this shared in e.g. monthly emails? Let people know it’s there… and be clear if it’s a behind the scenes, or a ‘latest’ marketing type blog..
Like all of this, they’ll be a sense of blowing into the air to begin with … but set some targets – either we want to share x per month, or get x new users, and see the persistence pay off.
Cut content in half, and then again … avg 350-500 words or short blog posts, etc… but remember are always reasons to break a rule…
Use a simple software such as Wordpress.com… use other tools where have built relationships and hashtags to draw people in to invite as bloggers…
Free for up to around 2000 subscribers on email – drag and drop – can highlight the latest material coming from the publishers…
Just worth mentioning this because…
When I was in Youtube, it suggested I go here … so you have a presence, even if you don’t realise it. Looks OK actually … rather ambivalent about this … but worth noting that this may feed in the Google search algorithms!)
Before we have a look at CPO’s sites, and start to talk our ways through them… be reminded of this great tweet!
Online/offline = REAL – not the same, but real!
Need a campaign to make authors and readers aware of soc medial – each needs to think what it’s about and what it wants people to do…
Also go out to other groups, e.g. Gathering of Women Leaders, Network of Christian Bloggers, Christian Bloggers UK, Association of Christian Writers, etc. all have FB groups, some have physical events … spot new authors – and then capitalise on their networks … do you have a page on the website that people can send their friends/contacts to?
Think before you post … does this truly represent what you want the business to say, and if you are doing this personally, how might this reflect (well/negatively) on the business // HALT (Hungry, Angry, Lonely, Tired).
Think also – what is the price of NOT doing this stuff, and what else might have to give to make space for this?
Which Media? (where to concentrate efforts) Who? (who has responsibility for what – be clear on this, doesn’t mean others can’t do it) How often? (what can you manage to keep up, and won’t overwhelm your audience) To achieve what? (what are you trying to do?)
Social Media shouldn’t be an add-on, but should be considered in everything else that you’re doing… put links to the pages/Twitter name, etc. in paper publicity, etc. In the magazines, offer questions, and encourage feedback in the digital space, etc..
Need a bit of space in there to respond to stories in the news, etc…
*Note e.g. 20 mins on Twitter – follow x number of people, respond to y, have x number of stories to share, etc…
Free for 3 accounts – can add all sorts, but got v used to using it for Twitter mostly ..
Use this less, belongs to Twitter – the inbox moves fast!
Collecting stories without having to search… + RSS feeds… Learn to skim read fast, and pull out stories that others will find interesting – so it’s not just about ‘selling’…
Planning / reacting (especially to breaking news / relevant new conversations) – if not sticking with 9-5, who is doing this – I have found it really unhealthy to be constantly teathered to it as a requirement, rather than when I want to…
This is designed to deal with a crisis – but is useful in all situations – you need time to agree your ‘voice’ – what kind of stories to share, when, and who has responsibility for it .. An get stuff out in a timely manner - and think how you’re going to deal if someone gets run over/on hols/off sick, etc… nothing worse than ‘the enthusiast’ leaving and having a big blank space…
Think about what your targets are – new authors, new readers, more book sales, more conversation about book content, etc…
Do you know what you are measuring? Is it all about numbers? Is it about relationships/awareness which is less easy to quantify?
… and don’t forget the cat.
What does an efficient and market-responsible social media strategy look like for our different business areas for 6 months; 12 months; 3 years?
BACK to the content, as the platforms may change … and more and more social media interactions cost ££ - decide if prepared to pay for e.g. Facebook advertising, Twitter promoted tweets, etc. or is it all relationships for “free”?
Final word – remember – there is always a human being at the other end of the keyboard… think before you type…
Social Media for Lion Hudson
LION HUDSON &
Dr Bex Lewis, Digital Fingerprint
February 2015 for:
This work is licensed under a Creative Commons
• What is social media?
• Why bother with social media?
• Introducing: social media culture
• Why is there so much fear?
• Where to Share? The toolbox
Opportunities, ethics and etiquette
• Google +
• Basic Strategies: Who/When?
Even though in practice, face-to-face
communication can, of course, be
angry, negligent, resistant, deceitful and
inflexible, somehow it remains the ideal
against which mediated communication
is judged as flawed.
Prof Sonia Livingstone, Children and the
Internet: Great Expectations and Challenging
Realities. 2009, p26
• Educational Level?
• What are they searching for?
• How can you make it easier for them to find?
• How can you make it easy for them to want to
Pinterest (Some tips)
“It's true that they had a website that would
naturally appeal to the demographics of Pinterest.
If you don't think your site would quite fit in, maybe
you're right, but there's still benefit to be had. I've
even seen pins of products as mundane as
portable storage containers go viral on social
media channels; it really comes down to creativity
and effort behind the campaign. Social media
marketing is one of the three pillars of a successful
SEO campaign, and Pinterest is a big player in the
social media realm right now.”
Simple ideas for Video:
• Think of the STORIES you have to tell,
and how you might tell them –
• Events: Before/After
• Sermons: Quick Overviews/Responses
• People & Their Lives
• What can you “How To”?
• Engage with other’s videos:
• Comment (no flaming)
• Blog about them
• Add to favourites/playlist
Ideas for Content?
• “See what we’ve been up to”
• Thoughts & Reflections
• Reviews (Books, films, websites) etc)
• Ideas for debate
• Interviews (Text, Audio, Video)
• ‘Best Of’ Content
• ‘How-to’ Posts
• 10 things you can…
• Guest Posts
Image credit: RGBStock
• Who are you blogging for?
• How often can you blog?
• What style of blog will you use?
• What content can you produce?
• What do you want Google to find?
• Who else can you bring on board?
Don’t overthink. Running through
committees, endless drafts and approval
processes to get a response out there
can cause far more damage than good.
As long as you have taken the time to
assess the situation and can take a
rational, respectful tone in your
response, even an awkward response is
OK to start with, and buys you time to
continue to respond to the problem.