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Social Media for Housing    Friday 29 June, 2012       #gdnseminars
Proportionof UKadults withbroadband= 76%*
Proportion of   UK adults     who use       social  networking        sites      = 51%*
Proportion ofpeople whouse theirmobilehandsets toaccess theinternet= 34%*                *Ofcom http://media.ofcom.org.uk/...
Social Media Usage UK• More than half of pensioners now on  Facebook• 37.4m adults use Facebook regularly• 32.1m adults us...
Why social media?• Your end users want and expect easy access  to information about you and from you• Done well and with a...
Where do I need to be?  Picking the right platform
Factors to consider• Which platforms are community using?• Are they open to talking to you on that  platform?• Are there a...
Facebook
http://mashable.com/2011/11/18/facebook-stats/
User Perspective• Facebook algorithms dictate the  Newsfeed• Interaction happens within the  Newsfeed• Limited tolerance f...
Plan with a goal in mind• Use facebook Insights to inform future  posts• Is “Places” a tool you can use?• Photo & Video ta...
Twitter
Lead the conversation• Keep an eye on trending topics and if they  are relevant to you, get involved• Use a popular # stra...
LinkedIn
Give your profile some personality• Profile Apps make it easy to showcase  your social media content / activity• Empower o...
What’s new?
• Sharing on Instagram gives you content  you can also share on other platforms• Using tools like searchinstagram.com you ...
In the US Pinterestrefers more webtraffic thanLinkedIn, Google+and YouTubecombined
• 55% of consumers share their purchases  socially on networks like Facebook, Twitter  &Pinterest• 59% of Pinterest users ...
• Tell a story with your pins• Celebrate the iconic history of your  organisation – create a time capsule• Use it to creat...
Creating Great Content     Where to begin?
Key elements of success• Plan your content, do your research• Don’t forget about SEO• Text descriptions, titles and taggin...
Key points on sharing• Stick to key values of content marketing –  make sure anything you want shared has  inherent value ...
Community engagement• Does “How to” fit with your organisation?• Could your content work as a series?• Are there opportuni...
Remember:    Engaging with bloggers is about you   providing content that’s interesting and beneficial to THEIR audience. ...
You’ve thought about visual   – what about audio?
Get your audience involved!
Running competitions• Have clear guidelines• Make it as easy as possible for potential  entrants to be included• Use Playl...
Social Media Dashboards   Make sharing easier and       more efficient
Tweetdeck
Measuring & Improving
EvaluationWebsite      Metric            Stat     • Measure statsGAnalytics   Twitter Visits    104        collected again...
Troubleshooting
3 choices! •Reply •Delete •Ignore
Social Media Guidelines• Encourage staff to engage and talk about  your activity on twitter• Be clear about your company c...
socialmediagovernance.com/policies
Remember: Your social mediapolicy / code of conduct, shouldnot differ wildly from the normalstandards of behaviour and dat...
Staying faithful to your goals• Set your organisational goals before  deciding which platforms to use• Know what you want ...
Keeping ahead of the curve•   Find SM ambassadors amongst your staff•   Bring naysayers on board to fix problems•   Follow...
Most importantly• Don’t jump on every new (or old) platform,  especially if you have limited time and  resources• Don’t wr...
Useful resources•   Mashable.com•   TheNextWeb.com•   Technorati.com•   Reddit.com•   SocialMediaToday.com•   FastCompany....
Questions?
Guardian Housing Network: Social Media for Housing Professionals
Guardian Housing Network: Social Media for Housing Professionals
Guardian Housing Network: Social Media for Housing Professionals
Guardian Housing Network: Social Media for Housing Professionals
Guardian Housing Network: Social Media for Housing Professionals
Guardian Housing Network: Social Media for Housing Professionals
Guardian Housing Network: Social Media for Housing Professionals
Guardian Housing Network: Social Media for Housing Professionals
Guardian Housing Network: Social Media for Housing Professionals
Guardian Housing Network: Social Media for Housing Professionals
Guardian Housing Network: Social Media for Housing Professionals
Guardian Housing Network: Social Media for Housing Professionals
Guardian Housing Network: Social Media for Housing Professionals
Guardian Housing Network: Social Media for Housing Professionals
Guardian Housing Network: Social Media for Housing Professionals
Guardian Housing Network: Social Media for Housing Professionals
Guardian Housing Network: Social Media for Housing Professionals
Guardian Housing Network: Social Media for Housing Professionals
Guardian Housing Network: Social Media for Housing Professionals
Guardian Housing Network: Social Media for Housing Professionals
Guardian Housing Network: Social Media for Housing Professionals
Guardian Housing Network: Social Media for Housing Professionals
Guardian Housing Network: Social Media for Housing Professionals
Guardian Housing Network: Social Media for Housing Professionals
Guardian Housing Network: Social Media for Housing Professionals
Guardian Housing Network: Social Media for Housing Professionals
Guardian Housing Network: Social Media for Housing Professionals
Guardian Housing Network: Social Media for Housing Professionals
Guardian Housing Network: Social Media for Housing Professionals
Guardian Housing Network: Social Media for Housing Professionals
Guardian Housing Network: Social Media for Housing Professionals
Guardian Housing Network: Social Media for Housing Professionals
Guardian Housing Network: Social Media for Housing Professionals
Guardian Housing Network: Social Media for Housing Professionals
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Guardian Housing Network: Social Media for Housing Professionals

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Guardian Housing Network: Social Media for Housing Professionals

  1. 1. Social Media for Housing Friday 29 June, 2012 #gdnseminars
  2. 2. Proportionof UKadults withbroadband= 76%*
  3. 3. Proportion of UK adults who use social networking sites = 51%*
  4. 4. Proportion ofpeople whouse theirmobilehandsets toaccess theinternet= 34%* *Ofcom http://media.ofcom.org.uk/facts/
  5. 5. Social Media Usage UK• More than half of pensioners now on Facebook• 37.4m adults use Facebook regularly• 32.1m adults use YouTube regularly• 15.5m adults on Twitter• 7.9m adults on LinkedIn http://www.umpf.co.uk/blog/social-media/social-media-usage-in-the-uk-the-findings/
  6. 6. Why social media?• Your end users want and expect easy access to information about you and from you• Done well and with a clear strategy, social media can save you time and money• Engaging with
  7. 7. Where do I need to be? Picking the right platform
  8. 8. Factors to consider• Which platforms are community using?• Are they open to talking to you on that platform?• Are there alternative ways to reach them?• How will SM enable you to reach your ultimate goals?
  9. 9. Facebook
  10. 10. http://mashable.com/2011/11/18/facebook-stats/
  11. 11. User Perspective• Facebook algorithms dictate the Newsfeed• Interaction happens within the Newsfeed• Limited tolerance for “Page Noise”• Text vs picture, video & poll• Influence of the Ticker
  12. 12. Plan with a goal in mind• Use facebook Insights to inform future posts• Is “Places” a tool you can use?• Photo & Video tagging• Optimum time for posting (to your audience)• Questions & prompts• RESPOND!
  13. 13. Twitter
  14. 14. Lead the conversation• Keep an eye on trending topics and if they are relevant to you, get involved• Use a popular # strategically to get more clicks on links• Mention @ figures within your community and ask them questions• Don’t be a broadcaster, be a conversationalist
  15. 15. LinkedIn
  16. 16. Give your profile some personality• Profile Apps make it easy to showcase your social media content / activity• Empower other employees to share on LinkedIn. There is often less noise for updates etc• Groups are a great way to get in front of the right people but…• Remember – check stats!
  17. 17. What’s new?
  18. 18. • Sharing on Instagram gives you content you can also share on other platforms• Using tools like searchinstagram.com you can find out if others are talking about you (also web.stagram.com)• Use #tags to bring your community together. Even consider using as a reporting tool
  19. 19. In the US Pinterestrefers more webtraffic thanLinkedIn, Google+and YouTubecombined
  20. 20. • 55% of consumers share their purchases socially on networks like Facebook, Twitter &Pinterest• 59% of Pinterest users have bought something they have seen on the site compared to only 33% of Facebook users• US online consumers follow an average of 9.3 brands on Pinterest compared to only 6.9 on Facebook
  21. 21. • Tell a story with your pins• Celebrate the iconic history of your organisation – create a time capsule• Use it to create a resource for users• Don’t just use Pinterest for marketing and SEO – Plan your work and create mood boards• Use Pinterest to give your brand personality• Don’t forget to post video
  22. 22. Creating Great Content Where to begin?
  23. 23. Key elements of success• Plan your content, do your research• Don’t forget about SEO• Text descriptions, titles and tagging• Link planning – where are you driving traffic?• Ease of sharing• Infographics / Video / Instagram – does your content have value?
  24. 24. Key points on sharing• Stick to key values of content marketing – make sure anything you want shared has inherent value to the user• Mention video when courting PR and media attention• Ensure there are links from your clip to appropriate pages on your website• Remember YouTube is now owned by Google so clips give you more opportunities to appear in search!
  25. 25. Community engagement• Does “How to” fit with your organisation?• Could your content work as a series?• Are there opportunities to get your ccommunity involved?• Spend time and effort engaging with bloggers in your sector, encourage them to embed your content
  26. 26. Remember: Engaging with bloggers is about you providing content that’s interesting and beneficial to THEIR audience. Don’t try to sell them on your business, spend timelearning about their audience and (provided the audience is relevant to you) build content they will enjoy.
  27. 27. You’ve thought about visual – what about audio?
  28. 28. Get your audience involved!
  29. 29. Running competitions• Have clear guidelines• Make it as easy as possible for potential entrants to be included• Use Playlist functionality to shortlist videos• Use multiple marketing platforms to invite entry• Make your timeline realistic
  30. 30. Social Media Dashboards Make sharing easier and more efficient
  31. 31. Tweetdeck
  32. 32. Measuring & Improving
  33. 33. EvaluationWebsite Metric Stat • Measure statsGAnalytics Twitter Visits 104 collected againstGAnalytics FB Visits 78 campaign goalsGAnalytics LinkedIn Visits 47 • Constantly assessBitly.com Link clicks 20,000 what’s working for youBufferApp Retweets 1,000 and be agileTweetReach Exposure of 342 • Look at comments for tweet feedbackBlog Stats G+ sharesBlog Stats StumbleUpon • Storify your activity to shares remind you ofYouTube Views successes andYouTube Likes improvements
  34. 34. Troubleshooting
  35. 35. 3 choices! •Reply •Delete •Ignore
  36. 36. Social Media Guidelines• Encourage staff to engage and talk about your activity on twitter• Be clear about your company caveats• Keep your community rules simple & share them with everyone• Request that employees using their own accounts preface their comments when they relate to your brand
  37. 37. socialmediagovernance.com/policies
  38. 38. Remember: Your social mediapolicy / code of conduct, shouldnot differ wildly from the normalstandards of behaviour and datamanagement you would expect from an employee.
  39. 39. Staying faithful to your goals• Set your organisational goals before deciding which platforms to use• Know what you want success to look like (don’t be surprised if / when it looks different)• Don’t be afraid to measure but pick your metrics carefully• Don’t shy away from user generated content, it can surprise you
  40. 40. Keeping ahead of the curve• Find SM ambassadors amongst your staff• Bring naysayers on board to fix problems• Follow influential & well informed bloggers• Take part in appropriate twitter chats• Keep an eye on case studies from an array of different organisations
  41. 41. Most importantly• Don’t jump on every new (or old) platform, especially if you have limited time and resources• Don’t write off new platforms, play around with them and assess how you might use them• Be open minded, sometimes it’s our clients that tell us how we should be communicating
  42. 42. Useful resources• Mashable.com• TheNextWeb.com• Technorati.com• Reddit.com• SocialMediaToday.com• FastCompany.com• BitRebels.com
  43. 43. Questions?

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