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


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

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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 : - Set up alerts to easily manage your social mentions<br />Twitpic : - 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: - 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: - 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: @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: - 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: - 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 /><br />