Socialising your brand online: Media Skills Network


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Presentation to the Media Skills Network around how to socialise your brand online. The presentation gave this dynamic, smart group of media trainers a social media overview, followed by learning how to build a social media strategy, deliver kick-ass content, and finally looking at the technology and tools involved.

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Socialising your brand online: Media Skills Network

  1. 1. Socialising Brands Online<br />Social Media Workshop<br />for the Media Skills Network<br />August 2010<br />
  2. 2.
  3. 3. Welcome<br />
  4. 4. Entoure“Virtual Tour de Kids”<br />“I’ll take on the pain, the suffering, the time away from my family, the lack of a social life – there’s no point if I’m not hurting for the kids.” <br />– Tour de Kids blogger<br />
  5. 5. Media140<br />“Future of Journalism <br />in the Social Media Age”<br />
  6. 6. Spinal Cord Injuries Australia“Walk On National Launch”<br />
  7. 7. #1 of Australia’s Top 100 Most Followed PR Specialists  via QUT (Source:<br />
  8. 8. Social media lingo<br />
  9. 9. The art of conversation<br />
  10. 10. Today’s session<br />During this session, you will learn:<br />Overview and current state of social media<br />What is a Social Media Strategy and what kinds of content ‘Rock the Casbah’<br />Best tools and applications for an online presence<br />
  11. 11. Outcomes<br />By the end of this session, you will be able to:<br />Understand how to produce quality Social Media strategy & content <br />Converse with people in online communities to build excitement around brands<br />Know which Social Media tools to use for best practice <br />
  12. 12. What is Social Media?<br />“Social Media is an umbrella term that defines the various activities that integrate technology, social interaction, and the construction of words, pictures, video and audio.” <br />“Social Media is people having conversations online”<br /><br />
  13. 13. Social Media is...<br />Not about technology<br />Word-of-mouth (gonedigital)<br />Real-time<br />Telling a story<br />Global<br />
  14. 14. Rules of engagement<br />
  15. 15. Rules of engagement<br />DO <br />DON’T<br />Create exclusive content<br />Be transparent <br />Get to know people<br />Repurpose marketing material<br />Be aware of privacy settings <br />Hard sell<br />Delete content<br />Talk at people<br />Repeat marketing material<br />Forget to protect private info<br />#deeplyofftherecord<br />Don’t publish anything you don’t want <br />on the front page of a newspaper!<br />
  16. 16. Who’s who in the zoo<br />
  17. 17. The facts<br />Spending is up from $716M in 2008 to $3.1B by 2014<br />86% of marketers have increased their SM budgets in 2010<br />68% of small businesses will increase their SM Marketing efforts in the next year<br />Australians spend 7 hours /month (global average 5.5 hours)<br />9.9M of Australia’s 22M population use SM = 41%<br />Source: Neilsen – March 2010<br />
  18. 18. Facebook<br />
  19. 19. Facebook facts <br />Facebook has 500 million active users<br />50% of active users log on every day<br />46% of users talk about or recommend products on Facebook<br />Women users 55+ grew 175% since Sept 09<br />70% of Aussie mums use social networking to keep in touch<br />Facebook’s estimated valuation is $10b<br />
  20. 20. Personal profile<br />Consistent with <br />business profile<br />Intro to other pages<br />
  21. 21. Cause page<br />Status update<br />180x240px <br />Customisable tabs<br />Engaged supporters<br />Engaged network<br />Inspiration<br />Elevator pitch<br />
  22. 22. Community page<br />Created, owned &<br />updated by community<br />Report back <br />on goals<br />520,000+<br />fans<br />
  23. 23. Business page<br />Customisable tabs<br />For eg. entry page<br />‘Share’ with<br />personal network<br />Page analytics<br />Promote page through adverts<br />
  24. 24. Promote or share<br />Create standard advert<br />Promote page by<br />highlighting recent posts<br />
  25. 25. Insights<br />Gender and age of fans<br />Global spread<br />Is page translated?<br />
  26. 26. Twitter<br />
  27. 27. Twitter facts<br />106 million registered users<br />55 million tweets per day /640 tweets per second<br />30,000 new sign-ups per day<br />55% female skew, 45% of tweeps18-34<br />347% increase in people accessing Twitter from their mobile<br />Estimated valuation $1 billion<br />Source:<br />Source:<br />
  28. 28. Twitter<br />NEW: lists shared followers<br />Customised <br />background <br />with pic / links<br />VIP stats<br />Lists summary<br />Content<br />development<br />Business<br />development<br /><br />
  29. 29. Advanced search<br />Boolean logic<br />Enter #hashtags<br />Search by city<br />Enter @name<br />Search by  or <br />
  30. 30. Search results<br />NEW: shows <br />twitter profiles<br />NEW: Retweets<br />gets its own tab<br />Searches for <br />recent results<br />NEW: Top RT<br />Save search<br />for later<br />
  31. 31. Twitter lists<br />Create own lists of favetweeps<br />Other people’s lists<br />TIP:<br />Follow other <br />people’s lists <br />
  32. 32. Tweetdeck<br />VIP: Settings<br />Multiple accounts<br />(not FB Fan page)<br />Multimedia <br />uploads<br />Customised<br />columns<br />NEW: <br />Send now or <br />schedule later<br />Best of all<br />it’s free!<br /><br />
  33. 33. Blogs <br />Customise <br />header<br />Similar bio <br />for all<br />Twitter feed<br /> /<br />
  34. 34. Tumblr<br />Geared to quickly publish multimedia to your blog<br />Like Twitter, <br />you follow <br />& are followed<br />Additional content to seed into your presence<br /><br />
  35. 35. Google Buzz<br />Photo streaming<br />Hung jury: need compelling reasons to adopt new stream<br />Repurposes Twitter content<br /><br />
  36. 36. Flickr<br /><br />
  37. 37. YouTube<br />Customised background image<br />Subscribe or <br />favourite<br />All uploads<br />listed<br /><br />
  38. 38. 12seconds<br /><br />
  39. 39. Audioboo<br /><br />
  40. 40. Linked In<br />Participate <br />in discussions<br />Status <br />updates<br /><br />
  41. 41. Slideshare<br />Follow<br />Free & shared knowledge<br />
  42. 42. Tweetmeme<br /><br />
  43. 43. Foursquare<br />Badges<br />Share tips<br />Mayor info<br /><br />
  44. 44. Rapportive<br />Profile views<br />Lift pitch<br />Twitter stream<br />
  45. 45. Importance of socialising online<br /><ul><li>It’s an attention economy
  46. 46. It’s not about technology
  47. 47. People are connecting online in increasing numbers
  48. 48. Keep it real & be authentic</li></ul>Key to success:<br />Choose your channels, build a solid strategy and develop exciting content!<br />
  49. 49. Conversation<br />Authenticity<br />Creativity<br />Inspiration<br />Connection<br />
  50. 50. Strategy<br />
  51. 51. Differences in tactics<br />Communications <br />Social Media<br />Brand in control<br />Delivers a message<br />Repeats the message<br />Focused on the brand<br />Educating<br />Organisation creates content<br />Audience in control<br />Part of a conversation<br />Adapts the message<br />Focused on the audience<br />Influences <br />User-created content<br />Source: Slide 10 from ‘What’s next in new media?’ by Neil Perkin<br />
  52. 52. About charity:water<br />
  53. 53. Fresh backgrounds<br />
  54. 54. Daily photos<br />
  55. 55. Regular blogs & video <br />
  56. 56. charity:water successes<br />Simple: $20 = water for one person for 20 years<br />Unique call-to-action: give up your birthday<br />High impact branding<br />Committed to social media strategy  global movement<br />Network of supporters tell their stories too<br />Celebrates individual and collective success<br />
  57. 57. Activity<br />
  58. 58. Content that kicks<br />1) Observe: What you’re doing, thinking or feeling<br />2) Read: Link to an interesting blog or news article<br />3) Watch: Post a link to a cool video<br />4) Events: Share a link to the next event you’re organising / will attend<br />5) Promote : Post a link to your blog or other resources<br />6) Chat: Send messages / answer questions<br />
  59. 59. Content that kicks<br />7) Repeat: Reference them on Twitter or Facebook – include your opinion!<br />8) Question: Survey people<br />9) Storytell: Talk to the story behind the brand<br />10) Behind-the-scenes: Exclusive content for social media fans<br />11) Have fun: Competitions, jokes, silly photos all work<br />
  60. 60. Tops tips<br />A great picture tells a thousand words<br />Give shout-outs to others <br />Be inventive<br />Talk to your influencers<br />Follow new followers back<br />Show your passion for the brand<br />
  61. 61. Find your followers<br />Twitter : hashtag advanced search <br />Twitter: follow relevant Twitter lists<br />Twitterati:<br />Tweeple:<br />Twinfluencers:<br />Twellow :<br />Listorious:<br />Tweetmeme:<br />
  62. 62. BP<br />
  63. 63. On Twitter<br />
  64. 64. However...<br />
  65. 65. On Facebook<br />
  66. 66. Youtube<br />
  67. 67. Flickr & Wikipedia<br />
  68. 68. Brainstorm <br />Imagine this: <br />Head of online engagement for BP<br />Brought on board six months after oil spill<br />Need to reconnect with people disenfranchised with the brand, company and it’s approach.... globally<br />Budget is no issue<br />
  69. 69. Measurement<br />
  70. 70. Measurement<br />Reach: Total # of followers<br />Profile: Who are your fans and followers?<br />Response: Average # replies per tweet<br />Brand Awareness: # people who reference you. Use search<br />Grade: Overall Influence<br />Sales Funnel: # visitors who go to your site and convert to a customer<br />
  71. 71. Measurement tools<br />Hubspot: &<br />Facebook insights:<br />Website stats: (via Google Analytics)<br />Trendpedia:<br />Tweetgrader:<br />
  72. 72. Mastering the technology<br />
  73. 73. Get down and dirty!<br />Social networks<br />Blogs<br />Microblogs<br />Photo sharing<br />Video sharing<br />Audio sharing<br />Professional<br />Social Bookmarking<br />Location-based<br />The latest<br />
  74. 74. What you’ve learned<br />Strategy: Be creative, take risks, be proactive and reactive<br />Content: The key to success: be consistent, authentic. <br />Technology: Master those sites that fit your strategy <br />Stay up-to-date: new media moves fast!<br />You’ll get out <br />what you put in!<br />
  75. 75. Your action plan<br />... and continue...<br />
  76. 76. Further your knowledge<br />Seth Godin<br />Problogger<br />Social Media Examiner<br />Marketing Professionals<br />SAMBA<br />Erik Qualman<br /><br /><br /><br /><br /><br /><br />
  77. 77. Further your knowledge<br />Beth Kanter<br />Neil Perkin<br />Chris Brogan<br />Hubspot<br />Ittybiz<br />Mashable<br /><br /><br /><br /><br /><br /><br />
  78. 78. Thank you<br />Twitter: @sarallenconsult<br />Facebook: Sarah Allen Consulting<br />Linked In: Sarah Allen Consulting<br />Blog: Big ideas for small business<br />