Documentation of an AGDA Professional Practice Workshop: Building Your Digital Presence - and taking social media to a different level. http://nsw.agda.com.au/events/1019/building-your-digital-presence---professional-practice-workshop Held on April 20, 2013 in Sydney by myself and Job Christensen, co-founder of agency Mentally Friendly and Tractor Design School

1. Social Media
for graphic designers
and small studios
Documentation of AGDA Professional Practice workshop on April 20, 2013

3. CON.TENT // A PROFESSIONAL PRACTICE WORKSHOP
Tim Buesing
TimB @ Reactive.com / Adverblog.com / AusInFront.com
Jon Christensen
Jon @ MentallyFriendly.com / TractorDesignSchool.com

4. CON.TENT // A PROFESSIONAL PRACTICE WORKSHOP
Agenda
• The social difference between yourself and your company
• Your positioning, messages and goals
• Your hopefully ‘interesting’ website
• Social media formats and examples
• Managing, reporting and insights
• Refining your messages and goals

5. CON.TENT // A PROFESSIONAL PRACTICE WORKSHOP
Expectations

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8. CON.TENT // A PROFESSIONAL PRACTICE WORKSHOP
• Intranet delivers value:
• internally: idea generation, training, efficiencies, productivity,
content production
• externally: thought leadership, product innovation, publishing
• social media content and properties deliver value:
• internally: recruitment/retainment/cohesion of own employees
• externally: awareness, consideration, contact frequency and
loyalty among clients
WEBSITE INTRANETSOCIAL

9. CON.TENT // A PROFESSIONAL PRACTICE WORKSHOP
• Social Media for you (your personal brand):
• authentic, credible, idiosyncratic, personal
• Social Media for your company (your real brand):
• professional, consistent tone, valuable, responsible,
STUDIO
SOCIAL
YOU
SOCIAL

10. CON.TENT // A PROFESSIONAL PRACTICE WORKSHOP
• What do you stand for in the creative market? And what is
your message? Who do you want to talk to and why?
What would they find interesting about your activity?
• The answers will give you clarity over what to write,
share, post, follow, curate
• They will also help you decide what NOT to cover
(nobody has time for everything).
• They will also make the value clear to your potential
followers and audience.
• And they will help you make tactical decisions, which
format(s) will be right for your content
Positioning & Messaging

15. CON.TENT // A PROFESSIONAL PRACTICE WORKSHOP
Goals & KPIs
• Thousands of followers might be nice but what if your real
audience (e.g. local art directors and art buyers in ad agencies)
consist of only 200 people? Wouldn’t speaking to 50 of them
be a success for you?
• Setting yourself goals and KPIs will help avoid frustration. Set
yourself an easy target first (e.g. get X shares on my Y posts in
Z weeks) and take it upwards from there.
• Having those KPIs will also help you evaluate what you are
doing after a certain period.
If one channel isn’t working, maybe it’s time to change tact,
content, tone, frequency?

16. CON.TENT // A PROFESSIONAL PRACTICE WORKSHOP
Website & Content
• How interestig is your site now and why? How could it be even
more interesting, fresh, alive?
• Is the work up to date? Do you give insights into your practice,
look behind the scenes, show rough ideas?
• Do you exhibit your network, reach out, say thanks?
• Can you swap content and links, thereby expanding your reach?

20. CON.TENT // A PROFESSIONAL PRACTICE WORKSHOP
Action Plan
• What would you add or change tomorrow?
• Make a plan. What sort of content can you produce or
search/curate about right now?

21. CON.TENT // A PROFESSIONAL PRACTICE WORKSHOP
• You can get overwhelmed with the choices.
• Most of the social media sites are “free” (but you are paying
with the data that these companies make money out of). Or
they have low priced premium accounts.
• But choosing e.g. Vine because it is the latest online craze is
not the answer. Does the service strategically fit into what you
want to say? Are the right people using it? Can you produce
something interesting on it?
Your Social Formats

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23. http://www.facebook.com/adverblog
Text

24. http://www.facebook.com/adverblog

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26. http://www.twitter.com/ausinfront

27. https://twitter.com/resn_has_no_i

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29. http://www.linkedin.com/company/225538?trk=tyah

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31. https://vimeo.com/user3722873

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33. http://www.slideshare.net/reactivemedia/perspectives-2012-12612820

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35. www.thedigitalage.com

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37. http://instagram.com/WiedenKennedy

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Social Media Plan
What to do when?
• Have a roadmap so you don’t lose steam along the way. Share the load internally
• And mix it up where appropriate.

41. CON.TENT // A PROFESSIONAL PRACTICE WORKSHOP

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Aggregation
How do you bring it all together?

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• A professional example from XXXX : https://vimeo.com/15208835

44. CON.TENT // A PROFESSIONAL PRACTICE WORKSHOP
Reporting & Insights
• Don’t get burnt out with the uploading, posting,
sharing, following up...use a tool to unite them all
• Load up your content and the software does it for you
• Check: Are the goals met?
• How can you get better?
• How can you tweak your social?

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49. CON.TENT // A PROFESSIONAL PRACTICE WORKSHOP
Recap on
• The social difference between yourself and your company
• Your positioning, messages and goals
• Your hopefully ‘interesting’ website
• Social media formats and examples
• Managing, reporting and insights
• Refining your messages and goals

50. CON.TENT // A PROFESSIONAL PRACTICE WORKSHOP
Tim Buesing
TimB @ Reactive.com / Adverblog.com / AusInFront.com
Jon Christensen
Jon @ MentallyFriendly.com / TractorDesignSchool.com