Social Media Workshop - Coaches


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A full day intensive social media workshop, covering strategy, blogging, facebook, twitter, youtube plus other productivity and search tools.

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  • Social Media Workshop - Coaches

    1. 1. Coach Propulsion Program<br />Social Media Intensive Workshop<br />April 2010 – revised for slideshare<br /><br />
    2. 2. Social Media<br />Why? What? How?<br />
    3. 3. Social Media<br />Social: – Interaction, Conversation, Connection, Relationships.<br />Media: – Tools you use to connect. Video, Pictures, Text, Audio. <br />Examples of popular SM platforms – Twitter, Facebook, Linkedin, Blog (wordpress), Flickr, Youtube, Foursquare.<br />
    4. 4. Stats – April 22nd 2010<br />1. 70% of Australian companies are active on social media sites<br />2. More than a quarter have Facebook presence<br />3. More than half of the organisations had switched money away from traditional media to fund social media<br />4. Most of this money (47%) was shifted away from print media<br />5. About 30 %of businesses had not measured the effectiveness of their on-line marketing <br />The Age April 22  Business Day  (research carried out by Nielson )   <br />
    5. 5. This is a way we have always done business – however now it’s QUICKER and on a LARGER SCALE.<br /> WORD OF MOUTH. NETWORKING.TRUST.<br />
    6. 6. Video-Is this the biggest shift since the industrial revolution?<br />
    7. 7. How does it work<br />Word of mouth that start on social networks<br />It’s not who you know anymore…it’s WHO KNOWS YOU!<br />Connections<br />Relationships<br />Sharing<br />TRUST<br />
    8. 8. 2010<br />
    9. 9. Time for social media<br /> 2010<br />
    10. 10. Mates are now the hottest marketing channel<br />We don’t care about your ad. We care about what our mates think!<br />Facebook – Twitter – Foursquare – conversation, opinions,sharing.<br />Write down 5 reasons why you choose to purchase a specific product/brand/service.<br />
    11. 11. Some Benefits of Social Media<br />Generate exposure for your business<br />Increase in quality traffic/opt in/subscribe<br />New business partnerships<br />Help you rise in the search engine rankings<br />Generate quality leads<br />Helps sell service/product and close business<br />Reduce overall marketing expenses<br />
    12. 12. 2010<br />
    13. 13. Social Media Qualities<br />Authentic<br />Trustworthy<br />Shares quality information<br />Engaging<br />Build relationships<br />Shows to remember<br />Cares<br />Creative<br />Enthusiastic with substance<br />Who do you know that matches many of these qualities?<br />
    14. 14. Social Media Etiquette<br />The purpose of these sites is to network, not to promote in a one-way fashion. Participating in these social networks needs to be about adding benefit to the community, not always about the promotion of yourself and your services.<br />Be Balanced in your messages<br />
    15. 15. Personal Branding<br />
    16. 16. Personal Branding<br />"A brand isn’t a brand to you until it develops an emotional connection with you."Daryl Travis – Emotional Branding<br />"A brand isn’t a brand to you until it develops an emotional connection with you."Daryl Travis <br />
    17. 17. Personal Branding: You are a brand, a mixture of interactions and feelings! When people see, hear and experience you they are experiencing a brand of you too! Just like Roger Federer is a brand…you are too!<br />
    18. 18. Personal Branding – 8 steps<br />Be everywhere – social networks<br />Be social – honest, authentic, REAL<br />Be yourself <br />Be different – Stand out from the rest.<br />Be a giver as well as a taker. CARE!<br />Be searchable – Google<br />Niche yourself<br />Own your own domain<br />
    20. 20. Create Pre Buzz Views: 17,306 – Sam Mutimer <br />
    21. 21. Capture the moment<br />
    22. 22. Gary Vaynerchuk<br /><br />
    23. 23. Wine Library TV<br />
    24. 24. Match em up! PB Game.<br />Match each personal brand with the most likely brand they would choose.<br />Queen, Paris Hilton, David Beckham, Kevin Rudd<br />BMW, Ferrari, Porsche, Mercedes, Audi, Rolls Royce.<br />
    25. 25. Who are you?<br />What does your personal brand stand for?<br />What does it give your clients?<br />How are you different from your competitors?<br />Why should someone come to you?<br />How do/will you display and communicate this online?<br />Describe yourself in 3 words.<br />Picture – by Mushy Pea<br />
    26. 26. A Welcome Video-Let’s Film!<br />Name – Business name – What need you fill<br />
    27. 27. DEMO –What are people saying about you/your service?<br />An important part of using social media tools is finding out what people are saying you and your products/services .<br />SEARCH TOOLS:<br />Twitter –<br />Google Alerts -<br />Social Mention –<br />
    28. 28. How to use Google Alerts<br />Need a gmail account. Alerts top 20 (web) / 10 (news) results. Receive them by mail/RSS.<br />Identify what you’re searching for – “sammutimer + thinktank media”<br />Use the (+) to link things. Use the (–) to filter out unwanted results. Use (“ )to search”.<br />
    29. 29. Great place to start!<br />Set up google alerts for:<br />Your name, nickname and your blog's name “sammutimer”<br />Track incoming links to your site<br />Set up an alert that focuses on the keywords you want to rank for – see who’s your competition – always use ( “) “social media speaking events”<br />
    30. 30. Social Mention<br />
    31. 31. Twitter<br />
    32. 32. Why Twitter?<br />Marketing and Communication.<br />Great place to bring quality traffic to your site/blog – Once you have worked the platform well.<br />Great place to connect-build up fans/supporter/community<br />Exposure/Interaction/Connection/Relationships<br />Business networking<br />Word of mouth<br />Joint Ventures – Partnerships<br />Ideas – creativity<br />Instant Google helper ;-)<br />Breaking news <br />Story telling<br />
    33. 33. What is Twitter<br />Micro blogging<br />140 characters or less<br />Real time conversation<br />Networking hub<br />Word of mouth on speed!<br />Sharing and discovery site<br />
    34. 34. 4 ways to Communicate on Twitter<br />Tweet – sharing an update with your followers<br />@ - messaging a person/replying – everyone can see this if they choose to. @sammutimer<br />RT – Retweet – sharing another persons tweet with your follow base. Can go viral.<br />DM – Direct message – private message to a specific person – goes to their tweet mail and email inbox<br />
    35. 35. Why Twitter<br />
    36. 36. Twitter – The How<br />Set up an account –<br />Bio – How to write a catchy bio<br />Picture – What picture to use<br />Personality – Be yourself<br />Branding<br />FREE -<br />FREE -<br />
    37. 37.
    38. 38. Twitter Applications- For a more effective use of twitter.<br />Tweetdeck – download application to computer/iphone/smart phone<br />Web based -<br />Groups – Lists – Stats – Search<br />Cross posting – be careful not to cross post all the time. <br />
    39. 39. Finding people on twitter <br />I would recommend finding and following people that meet any of the following criteria:<br />Have tweeted about your product/service or company<br />Have tweeted about your industry or cause<br />Have tweeted about a problem your products/services can solve<br />Are regional to you<br />Have mentioned your interest in their bio<br />Your competition<br />Your workshop leader @sammutimer @nataliegiddings and myself  @jaymcc<br />Generally I would recommend not following friends and family on your work account – create a second account for your personal life making it easy to “stay on message” with twitter<br />By Jay MacCormack - @jaymcc<br />
    40. 40. Search tools<br />Twellow-register yourself there too! /<br />Twitter search –<br />Tweet ups list (local) – eg. @tweetupmellers<br />Peoples lists re: location/brand/topic<br />To find people based on name/company/bio<br /><br />Write down a list of people/businesses/industry/experts you want to follow<br />
    41. 41.<br />URL shortener used on twitter due to limitation on characters.<br />Records stats – How many people clicked the link, where were they from, what day did they click it, conversation on twitter using that link, referrers of that link.<br /> you can synch this up with tweetdeck<br />
    42. 42. Blogging<br />
    43. 43. What is a blog<br />An online journal – your business personality<br />A mini website<br />A place to create quality content that your target market will enjoy and hopefully share<br />A place to engage – trust<br />A place to share and connect<br />Niches works best<br />
    44. 44. Why Blog? Video<br />
    45. 45. Blogging platforms<br />Wordpress – Great for search engines<br />Blogger –<br />Smaller blogging sites (great for quick posts)<br />Larger than a status update, shorter than a blog post – check these two out!<br />Posterous -<br />Tumblr -<br />
    46. 46. Write your blog bio<br />Firstly consider why you are blogging – what are your goals?<br />What will your readers expect to gain from this blog?<br />Who are you?<br />How can they get the best from you?<br />
    47. 47. How to blog<br />Tell stories<br />Give away your knowledge<br />Interview people in your industry/clients<br />Lists and “how to’s” are great grabbers<br />Debate a popular member of your community, or take the opposing point of view on a current topic.<br />
    48. 48. Write great headlines<br />Follow through on the promise of your headline<br />Tell your audience what’s in it for them<br />Link with other blogs to share your view<br />Include quality images<br />Leave last sentence with an opening question<br />Add video when necessary<br />
    49. 49. Identify Goals-Step 1<br />What is the purpose of your blog?<br />What will it focus on?<br />How many posts will you commit to a week?<br />Who do you want to attract?<br />Do you want to build a list?<br />Do you want advertising space on your blog?<br />Will you softly sell your products from this space?<br />Will it be used as lead generation?<br />
    50. 50. LISTEN – Step 2<br />Build posts based on listening – what is trending/what is community talking about?<br />
    51. 51. What is the no.1 reason people buy?<br />
    52. 52. Prepare – Step 3<br />Contribute first by joining existing discussions<br />Forums/Twitter/Facebook pages<br />Notice what is getting attention<br />KNOW YOUR AUDIENCE – key to what you prepare.<br />TASK - CLEARLY ARTICULATE WHO YOUR AUDIENCE IS AND WHAT’S IN IT FOR THEM<br />
    53. 53. SEARCH the trends<br />Bullet point a list to search and begin by researching if any top bloggers are talking about this.<br />GREAT places to search – technorati ,, Google Blogsearch<br />
    54. 54. Build a community – Step 4<br />Leave good comments on influencers blogs/respected bloggers/blogs where target market hang out<br />Be transparent, authentic, REAL!<br />Be niched<br />Feedburner is a great blog opt in tool.<br />
    55. 55. Contribute – Quality information<br />
    56. 56. DEMO A BLOG<br />AFLPA<br />
    57. 57. Compose your first blog post<br />Refresh yourself and look back at your goals<br />Pick a specific topic<br />What will your target market want to read? How do you know this? Research when you get back via forums/popular blogs.<br />Incorporate video?<br />Catchy heading <br />
    58. 58. Who wants a blog?<br />
    59. 59.
    60. 60. Facebook<br />Over 400 million users<br />A space where people connect and share their views/pictures “status updates” – this can be about brands/products/services.<br />Treat this space like your website…it’s probably more powerful.<br />
    61. 61.
    62. 62. Fanpage - DEMO<br />
    63. 63. Set up a fanpage<br /> Create a vanity URL – must have 25 fans/likes.<br />
    64. 64. Brand your page<br /><br />
    65. 65.
    66. 66. YouTube<br />2nd biggest search engine in the world<br />Video testimonials<br />Interviews<br />Speaking gigs<br />How to’s<br />Video blogging<br />Explaining competition details<br />Brand yourself<br />Write down 2 things you will do to incorporate video into your business.<br />
    67. 67. Productivity<br />
    68. 68. How they talk to one another<br />
    69. 69. Small business case study<br />Caroline Serviced Apartments – 3 months<br />Increase in traffic 68%<br />Increase in facebook fans 242<br />Increase in twitter followers 345<br />Sales from twitter - 5<br />Sales from facebook- 3<br />Increase in blog subscribers – 43<br />Bloggers writing about this – 13<br />EXPOSURE<br />
    70. 70. T mobile – Life’s for sharing<br />
    71. 71. Campaign ideas<br />
    72. 72. Social Media Strategy<br />What is a Strategy??- An Action Plan<br />Roadmap from A to B<br />
    73. 73. 90%<br />
    74. 74. Noise<br />
    75. 75. Why have a strategy?<br />Lessen Impact<br />Mixed Messages<br />Procrastination <br />Time Suck<br />COMPROMISE RETURN ON INVESTMENT (ROI)<br />
    76. 76. Social media marketing is a key driver in brand awareness, sales & lead generation but you must...<br />HAVE A STRATEGY<br />
    77. 77. Indentify a Social Media Plan<br />Objective<br />Your unique value proposition<br />Target Audience <br />Action Plan<br />Measure & Monitor <br />
    78. 78. Objective – Business Goals<br />Before you get started, think about your business goals. Common ones are:<br />Brand Awareness?<br />Sales?<br />Engagement?<br />Connect with current & potential customers?<br />Create a community around your business?<br />Promote other content you create (e.g. Webinars, blog articles, etc)?<br />Position yourself as an expert?<br />
    79. 79. What is your unique value proposition? <br />The thing that makes you unique. Just simply copying what your competitors is doing leads to nowhere.<br />
    80. 80. Target Audience<br />Target Audience: Average age, gender, demographic, lifestyle etc<br />
    81. 81. A few observations:<br />The average social network user is 37 years old.<br />LinkedIn, with its business focus, has a predictably high average user age; 44.<br />The average Twitter user is 39 years old.<br />The average Facebook user is 38 years old.<br />The average MySpace user is 31 years old.<br />Bebo has by far the youngest users, as witnessed earlier, with an average age of 28.<br />Source: Google Ad Planner US data sited March 2010<br />
    82. 82. The Nitty Gritty - Action Plan <br />What are the everyday, every week & every month activities you need to do to reach these goals?<br />
    83. 83. Sample Action Plan <br />Per Month<br />Meet Two New People on Twitter In my Target Marketing - (15 Mins Per Day- Max)<br />Listen – Set Up Google Alerts <br />Update FacebookFanPage – Every 3-5 Days with best article, latest blog post, question to audience<br />Run a campaign to encourage newsletter sign ups or new friends on Facebook with a Giveaway <br />4 Blog Posts Per Month <br />1 Podcasts – Free Download - Own Radio Channel<br />1 Video Testimonial – You Tube – Third Party Advocates Rock!<br />1 The “How-To” Article or List <br />1 The Definition Article<br />Present a Theory or Argument<br />
    84. 84. Every other month<br />Create a Resource like a free report, whitepaper or e-course<br />White Paper<br />Cheat Sheets/Quick Guides<br />Organise an Event <br />Be Consistent!<br />
    85. 85. Measure & Analysis<br />Metrics to try:<br />Reach- Followers/Likes<br />Engagement: RT, Comments, Likes, interactions, comments, etc.<br />Sales Enquires:<br />Visitors – To blog/site<br />Top Refers-Which sites are they coming from<br />Impact on Sales Funnel: Visitors to your blog/website – leads + spend.<br />
    86. 86. Monitoring<br />
    87. 87. Now it’s your turn<br />
    88. 88. Review Review Review<br />
    89. 89. Advertising Real Life Magazine<br />Advertising Real Life Magazine $2800.00 +<br />0 Leads<br />
    90. 90. Where from here?<br />If you are keen to adopt a social media presence for your business then possible next steps:<br />Outline a basic strategy<br />Set up a blog<br />Utilise video platforms<br />Twitter – Facebook – Linkedin – Most popular<br />Flickr – all photos<br />Run competitions/campaigns<br />Benchmark – monitor and measure success<br />
    91. 91. Connect with us!<br />
    92. 92. Sam Mutimer – Natalie Giddings<br />Senior Social Media Strategists<br />Twitter: @sammutimer @nataliegiddings<br />Facebook:<br /><br />Tel: Thinktank Media on 1300 660 651 <br />Google us – Sam Mutimer/Natalie Giddings<br />