Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

Wolfstar's Social Media Masterclass for the Mersey Partnership- Advanced Session

514 views

Published on

Wolfstar's presentation for the Mersey Partnership on social media. (advanced session)

Published in: Business
  • Be the first to comment

  • Be the first to like this

Wolfstar's Social Media Masterclass for the Mersey Partnership- Advanced Session

  1. 1. Social Media Masterclass<br />
  2. 2. This is a story about...<br />Content <br />Audience behaviour <br />Clever technology <br />
  3. 3. What is social media?<br />So…<br />
  4. 4. How media is changing<br />Traditional Media<br />Audience<br />Message <br />Influencer <br />Digital Media<br />}<br />Audience<br />Influencer <br />Influencer<br />Message <br />Audience<br />Influencer<br />Audience<br />
  5. 5. What do we mean by social media?<br />
  6. 6. What is social media?<br />It’s not about blogs or Twitter<br />It’s about communicating with your audience through the channels they’re already using<br />
  7. 7. How it became social media<br />TECHNOLOGY<br />RESPECT<br />
  8. 8. Who do you trust?<br />11%<br />39%<br />32%<br />59%<br />Source: Edelman<br />
  9. 9. Social media acceleration... <br />By the end of this presentation there will have been;<br />Over 30,000 blog posts published<br />Over 3,500 new blogs set up<br />600 hours of video uploaded to YouTube<br />Over 3.5 million people signed into Facebook<br />Over 17 million photos uploaded to Flickr<br />Over 650,000 tweets published<br />
  10. 10. Forrester ladder of engagement<br />Publish a blog<br />Publish your own web pages<br />Upload video you created<br />Upload audio you created<br />Writes articles or stories and post them<br />Post ratings or products or services<br />Comment on someone else’s blog<br />Contribute to online forums<br />Contribute to wiki’s<br />Use RSS feeds<br />‘Vote’ for websites online<br />Add tags to webpages<br />Maintain a profile on a social network<br />Visit social networking sites<br />Read blogs<br />Listen to podcasts<br />Watch videos<br />Read online forums<br />Read customer ratings<br />None of the above<br />10%<br />12%<br />5%<br />22%<br />29%<br />22%<br />Source: Forrester, 2009<br />
  11. 11. How does this effects the tourism industry?<br />Would you trust a friend or an advert?<br />Would you trust what everyone is saying or an advert?<br />People know where to look<br />
  12. 12. What kind of people use social media?<br />Online holiday sales will grow to over £39 billion in 2010, a 20% increase over 2009<br />A record 126 million users will buy online this year, an 8% increase on 2009<br />70% of travellers book at least some of their personal travel online<br />52% of travellers purchase all or most of their personal travel online<br />Online sales rose 29% in 2009 to over £146 billion<br />Online sales are expected to climb 19% to £174.5 billion in 2010<br />
  13. 13. Why blog?<br />First and foremost – Communications<br />SEO benefits – blogging is Google friendly<br />It’s easy – the quickest way to get content ranked on Google, bar none.<br />It’s easy – very easy to create rich media experience without technical know how<br />
  14. 14. How to do it right<br />Tone of voice<br />Make it yours<br />Regular content<br />Make use of the “long tail”<br />Links <br />Be part of a community<br />Bridge the editorial and analytical<br />Use analytics to inform your editorial strategy<br />
  15. 15. Go ape<br />
  16. 16. Marriott hotels<br />
  17. 17. What is Twitter?<br />So…<br />
  18. 18. Twitter<br />Massive growth and increasing mainstream interest (over 750% growth in 2008)<br />Highly flexible in terms of use<br />Broadcast<br />Monitoring<br />Engagement<br />“Facebook = old friends; Twitter = new friends. That’s why Twitter reigns” <br />Charles Arthur, The Guardian<br />
  19. 19. Ease of Entry<br />Real Time<br />Conversation<br />Everyone’s heard of it<br />Open<br />Direct<br />
  20. 20.
  21. 21.
  22. 22. Virgin Trains<br />
  23. 23. Manchester Piccadilly<br />
  24. 24. Tweet deck example<br />
  25. 25. Tweet Reach<br />Tweet Reach measures how many people will have seen your Twitter message<br />A great tool for looking at ‘depth’ of messaging<br />
  26. 26. What is Facebook?<br />So…<br />
  27. 27. Facebook<br />Over 350 million users<br />70% outside US<br />Leading social network or ‘social utility’<br />Principally a social environment<br />Finding people with a passion<br />Political parties, pressure groups very active<br />
  28. 28. Top five plug-ins<br />Static FBML<br />How to create an interactive left sidebar on a fan page<br /> Promotions<br />A great way to run competitions through a Facebook fan page plug-in<br />Social RSS<br />This is the most effective way to pull in all of your other social media content (blog, Twitter etc)<br />Poll<br />A plug-in that allows you to run interactive polls on your page<br />YouTube for pages<br />This plug-in makes it really easy to drop YouTube videos into Facebook fan pages<br />
  29. 29. Facebook Connect<br />Facebook Connect allows people to use certain features of Facebook from your website<br />A plug-in is installed on your site which then allows you visitors to share information from your site on Facebook without having to leave your website<br />
  30. 30. Go Ape<br />
  31. 31. YouTube<br />Gold standard for video sharing<br />Video carries emotional appeal<br />Very shareable<br />Challenges from Vimeo and other video hosting sites<br />
  32. 32. Jet Blue<br />
  33. 33. Forums<br />Forums are communities that post to a message board<br />They are often made up of hardcore users, casual visitors and spectators (The 90:9:1 rule)<br />The TopTable forum has <br />more than 940,000 reviews<br />
  34. 34. Top Table<br />
  35. 35. Monitor?<br />What can we use to… <br />
  36. 36. Resources<br />Google Alerts : http://twitpic.com/ - Set up alerts to easily manage your social mentions<br />Twitpic : http://twitpic.com/ - Tweet pictures that might be interesting to your followers – can also be the basis of competitions – or help with customer service issues / enquiries<br />URL shorteners: http://tinyurl.com/ - this is just one of many sites which allow you to create much shorter URLs for inclusion in your Tweets, helping you to make the most of your 140 characters.<br />Video hosting sites: http://www.vimeo.com/ - you don’t have to use YouTube to host video – Vimeo offers a very attractive interface with varying levels of access to any videos that you host<br />
  37. 37. Resources<br />Mr Tweet: http://mrtweet.com/ @mrtweet – a “personal networking assistant” – will provide you with intelligent recommendations on people you should follow to increase your network based on an analysis of your tweets and existing network<br />Twitter Grader: http://twitter.grader.com/ - this tool allows you to measure your own influence, but also to assess the influence of others who you might want to follow to increase the reach of your network<br />Tweetstats: http://tweetstats.com/ - another useful site for assessing how long someone has been on Twitter and how active they are<br />
  38. 38. Questions?<br />Any… <br />
  39. 39. All of today’s slides and information can be found on;<br />http://merseynewmedia.ning.com<br />

×