Social Media WorkshopCourse Overview:Brief overview of the dayIntroductionsVideo (4mins) Social Media Revolutionhttp://www.youtube.com/watch?v=lFZ0z5Fm-Ng• The Social Media Model• Modern websites – features and case study• Driving traffic to websites –3 main methods• Your marketing activities• Implications for business• The Big 3 – facebook• The Big 3 – Linked In• The Big 3 – Twitter indepth• Resources• Q&A Session
Speaker Introduction Information resource • Heritage Register • Products Directory • Event Calendar • Articles • Blogs (PB, Members news & Heritage Orgs) • News (generated from twitter) • Directory of Organisations Our membership • Over 500 businesses listed on the website • Including contractors, craftsmen and consultants in the heritage register. • A wide range of sector professionals ranging from archaeologists to architects, blacksmiths to woodworkers.
Social Media Workshop Introductions Who you are Who are you representing Why are you here What would you like to go away with?
The Conversation Prism Video Social Media Revolution http://www.youtube.com/watch?v=lFZ0z5Fm-Ng
Modern Websites Modern Website Features: • Direct Links to Social Media • Less static content and more fresh content • Ability to add fresh content. Blogs and articles etc. • Keyword rich content • Social Media sharing buttons • Ability to generate comment • RSS Feeds Case Study: http://www.projectbook.co.uk/
Driving traffic to your websiteThe main 3 methods: http://ow.ly/4MLmr1. Pay per click i.e.: Google ad words (Pros and cons)2. Search Engine Optimisation (SEO) to rank high in the natural listings3. Social Media
The Social Media Model ENGAGE AND EDUCATE YOUR AUDIENCE Engage Inform Your Website New Content Talk RSS | Info | Re-tweets Blog Articles News Events Engaged Semi – engaged Not engaged – inconsistent | info resources AUDIENCE 50 300 650 AUDIENCE OF 1000 Engage Contact Meet Talk Regularly DM or phone Tweetup or privately DEVELOP ADVOCATES | ENGAGE + NURTURE
Implications for Business Website Advertising, Telesales E-Marketing, Email Signature. Press and PR, Blog Directories – on and offline Marketing Events, Exhibitions, courses, Networking, Newsletters CPD Brochures, Answer Phone - Call Promotions, Sponsorship waiting Business Cards, Stationary
The Big 3 - facebook Case Study: http://www.facebook.com/projectbook
Facebook - tasks Facebook Tasks: • Start Posting • Promote your page • Email and blog it • Send updates to your fans • Subscribe to similar fan pages and groups • Get onto and search directories
The Big 3 – LinkedIn Case Study: Personal Account: http://www.linkedin.com/in/projectbook Business Account: http://www.linkedin.com/company/projectbook.co.uk
The Big 3 – LinkedIn LinkedIn Tasks: • Join Linkedin • Start Connecting to People you Know • See your Contacts Contacts. • Remember your contacts are People
The Big 3 - twitter Case Study: http://twitter.com/projectbook
Afternoon overview Course Overview: • What can you do with twitter? • Twitter who will tweet? • Twitter task • Twitter applications • Twitter terminology • Twitter: who to follow • Lets get social • 8 styles of tweets • Twitter abbreviations • Building your audience • Q and A and end
What can you do with twitter?• Breaking Boundaries• Connecting people• Building Relationships• Making Friends• Getting in touch quickly• Telling People what you’re doing• Customer Relations/ Reputation management• Brand Building• News• Promotion• Events• Being Somewhere Else• Discovering Brilliant Minds• Opinion• CrowdSourcing – Ideas – Learning – Advice – Research• Information• Collaboration
Twitter – who will tweet?The Four Types of Twitter Profiles1) Pure Corporate Brandhttp://twitter.com/#!/englishheritageNote: English Heritage employees have their own accountshttp://twitter.com/#!/EHSimonThurley2) Corporate With Personahttp://twitter.com/#!/SPAB18773) Employee With Corporate Associationhttp://twitter.com/#!/johnkatcrittall4) Pure Personal Accounthttp://twitter.com/#!/quinny105-Each Profile Type Serves A Different Purpose-Setting guidelines-How much time should I spend tweeting?-Choose your twitter names
Who? Who Will Represent you online? Secretary Youngster Computer Geek
Who? Who Will Represent your brand online?Qualities• Social Friendly• Trustworthy• Creative• Aware of your objectives• Can dedicate 15 – 30 mins per day (except weekends)• Will follow guidelines
Organisation Policies Do we need company guidelines and policies? Example Policy http://www.ibm.com/blogs/zz/en/guidelines.h tml Monitor staff
Twitter TASK: • Determining your primary objectives • Determining your target audience – Who are they? Get started with Twitter – The basics 1. Setting up an account – the essentials 2. Location: choose the nearest town or area and add UK 3. Do not protect your tweets 4. Bio: Should be non sales and clear about what you offer and include info about your interests – needs to be human www.twitter.com/projectbook
Twitter applications Two main applications: 1) Tweet deck http://www.tweetdeck.com/ 2) Hootsuite http://hootsuite.com/dashboard
Basic twitter terminology The use of @, RT, DM & #Hashtags @username RT – posts a carbon copy of someone else’s tweet (it’s like an endorsement and should be of interest to your followers) DM – direct message – like sending an email (no-one else can see) Use this for sensitive issues, sending your mobile no. Etc #Hashtags use to promote a given subject e.g. #election Adding links, photos and using URL shorteners
Who to follow Four types of twitter user • Conversational people http://twitter.com/#!/HeritageHUB • Information sources http://twitter.com/#!/englishheritage • Your target audience • Sales http://twitter.com/#!/jewson STUDY: Accounts to determine what type of twitter user they are along with how many people they follow/follow them, their biography, etc. Finding people to follow • Setting up twitter lists • Tracking people
Get social!Get Social - 10 Dos and don’tsEngaging the twitter community is about being accepted as genuine, caring, authentic andinteresting – it’s not about being overly controversial, negative, rude or blatantlyselling, which is a sure fire way of alienating yourself.Here are 10 helpful dos and don’ts:1. Do be honest, courteous and reply to others posts2. Do decide how often you will tweet and be consistent3. Do take an interest in what others are talking about and comment on it4. Do show an avatar and bio – it builds trust when people can see who theyre engagingwith5. Do choose someone trustworthy to post tweets – they will be representing yourbusiness!6. Don’t blatantly try to sell7. Don’t advertise for followers8. Don’t follow more people than you have followers9. Don’t witter on – no-one’s interested in verbal diarrhoea10. Don’t moan, attack, slander or bitch about people- it’s the easiest way to lose respect
8 styles of tweetsStylesGeneralDirect to someoneStart a topic of conversation “Know me, like me, follow me”Thought leadership Who you are determines your conversation...TopicalProvokingHumorousPromotional
Twitter abbreviations@ Reply to [username] LI LinkedInAFAIK As Far as I Know LMK Let Me Knowb/c Because LOL Laughing Out LoudBFN Bye For now OH Other HalfBR Best Regards RE In reply to. As in, use RE for @repliesBTW By the Way on Twitter.DM Direct Message. d username sends one. RT RetweetEM Email TMI Too Much InformationFB Facebook Via “via” is not an abbreviation or acronym.FF Usually #FF for Follow Friday. #FollowFriday It simply means that a tweet is fromis supposed to work better than it does. If you @username, though in some cases it may#FF someone, take the characters to explain mean that it’s also an exact retweet.why. YW You’re WelcomeF2F Face To Face Change an and to an & sign :) :-) ;) :o)FWIW For What It’s WorthHTH Hope That HelpsIMHO In My Humble OpinionIMO In My OpinionJ/K Just Kidding
Building your audience 1) Regularly follow people each day and talk to them as people (try not to talk too much about your business/organisation etc.) 2) When people follow you back, talk to them and start building relationships. 3) When you reach 300 - 500 followers start to talk more about your business or organisation etc. 4) Start to write and promote your events, articles, blog posts etc on your website. Make sure your content is successful at educating people about who you are and what you do. Tell a story - http://cctphotography2011.posterous.com/ 5) As relationships with people build consider contacting them and attending meet ups organised by other twitterers.
A division of ProjectBookCreativeComms will work with you to create an engaging onlinepresence for your brand. Our clients range from small start upcompanies to charitable organisations and well known nationalinstitutions.Services....ConsultancySocial Media ManagementPromote your EventTrainingAvailable Courses
Peterborough Social Media Workshop 2011: Speaker James Mott Lets get PROJECTBOOK FOUNDER connected Facebook Page Twitter @projectbook LinkedIn ProjectBook group A wide range of information & resources for the conservation restoration, care and repair of period and listed buildings.