Inform, Organize, and Persuade in a The Digital Age
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In today’s interconnected world, communications strategies and tactics are changing by the minute. Social media has become a key communication channel that allows you to define your personal or business brand in a space where consumers, policymakers and others are having conversations. Take the lead in cultivating your presence – in your own words, with your own stories – so that others will not have the opportunity to do it for you. This seminar will explore how a strategic, creative and cultivated social media presence can help you raise the profile of your organization, and get you noticed – in all the right ways!
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Inform, Organize, and Persuade in a The Digital Age
- 1. Inform, Organize and Persuade in the Digital Age Lauren Glickman
- 2. There is no viral: only social domination
- 3. Steps to understanding social media Understand why the Web is different Understanding a social network Understanding how social works
- 4. Some key unique features to the web… “writeable” “publish anything” “see-it-for-yourself” Active audience Links And, of course… it’s fast
- 5. What is a virus?
- 6. WHICH MEANS YOU CAN’T REALLY HAVE VIRAL….
- 7. WHICH MEANS YOU CAN’T REALLY HAVE VIRAL….
- 8. WHICH MEANS YOU CAN’T REALLY HAVE VIRAL….
- 9. So why does content spread?
- 10. One part share: One part engagement If people are sharing but not engaging– you’re not spreading
- 11. One part share: One part engagement If people are sharing but not engaging– you’re not spreading
- 12. Sharing illustrates your “social self” To show we are in an in-group To talk about a shared experience To talk about shared values
- 13. Let’s call this the Buzzfeed effect
- 14. Or we could even call it #Thedress effect
- 15. So what does spread then? Humor and Fun
- 20. Can you just get lucky? Let’s talk potato salad… • Why did this spread? • Was it just luck? • Can it be duplicated?
- 21. Let’s recap– why we share To show we are in an in-group To talk about a shared experience To talk about shared values
- 22. That means… People have to be able to talk back People have to be able to add content/commentary People have to show allegiance The terms of sharing must be theirs
- 23. Let’s create our own buzzfeed effect
- 24. Social Media Strategies: Getting Started
- 29. Why Social Media??? Mission Vision Strategy Goals and Tactics
- 30. Why Social Media??? Mission Vision Strategy Goals and Tactics Goals and Tactics
- 31. Let’s set some SMART goals Work related anniversary – in business X years, etc Distributed X number of beers Hired XXX employee New bill introduced in state legislature Superbowl!
- 32. Questions?
- 33. Twitter
- 34. What is it? Social Sharing Network Uses 140 characters Directly connects you to influencers Over 500 million users (200 million active)
- 39. How can you use twitter? • Don’t be an egg • Pick your name (you can change it later) • Max 15 characters but shorter the better • Follow people • Friends, Reporters, news outlets, target audience • Listen! Pro-Tip: Use Twitter lists
- 40. Twitter Lists
- 41. Pro-tips: never start a tweet with an @sign, don’t stress about punctuation, but make sure you are understood!
- 42. How do I get followers? •Stumble into greatness •Born into greatness •Work to be great
- 47. Work To Be Great • Find the influencers that matter to you • Engage with them • Engage on issues that important to you • Engage in popular events
- 48. Work To Be Great • Find the influencers that matter to you • Engage with them • Engage on issues that important to you • Engage in popular events
- 49. Work To Be Great • Find the influencers that matter to you • Engage with them • Engage on issues that important to you • Engage in popular events
- 50. Work To Be Great • Find the influencers that matter to you • Engage with them • Engage on issues that important to you • Engage in popular events
- 51. Work To Be Great • Find the influencers that matter to you • Engage with them • Engage on issues that important to you • Engage in popular events
- 52. Hashtags See what’s trending Use a hashtag for twitter chats Helpful in setting goals Reporting activities
- 53. Enriched media on twitter Upload 4 photos Tag 10 users in photos!!! Animated gifs Videos (512 MB and 30 seconds) Periscope and Meerkat
- 54. Questions?
- 55. Facebook
- 56. Facebook: Background Largest social network Great for sharing personal updates Largely used to share pictures and personal life updates/views/stories
- 57. Facebook: Basics Share pictures! Use active language if you want action If sharing a link, once link content previews, delete the link. Comment on articles on pages that interest you
- 59. Page Analyzer
- 60. New Report: Native Video is the best
- 61. What does this mean?
- 62. So did everything just change? • Report only examines global corporations (no NGOs, no Non-profits) • Increased value of NATIVE video • Reinforced the need for a diversified content strategy • Know YOUR audience
- 63. Facebook: Pro-Tips Test your content Title Display image Preview text
- 64. Facebook tools Facebook insights Sprout Social Facebook publisher
- 65. Other tools and software I like Free Hootsuite/Tweetdeck – overall listening dashboard Buffer – scheduling and basic analytics Tweetbeep – passive listening Tweetbinder – hashtag reports Feedly – broadly listening
- 66. Questions?
- 67. Being a Social Media Advocate
- 68. Is it all about changing the world?
- 69. Is it all about changing the world?
- 71. Brand Advocates Yelp Amazon reviews LinkedIn Endorsements Others Social Endorsements
- 74. Final Thoughts
Editor's Notes
- “writeable” -anyone can launch a website/social media platform “publish anything” -with that power also comes great responsibility– and a lot of garbage-- “see-it-for-yourself” Active audience Links And, of course… it’s fast
- Fundamental flaws of viral definition— What is a virus? How does it spread? To define the spread of media across different networks as viral leaves out a key element active role of humans.
- Fundamental flaws of viral definition— What is a virus? How does it spread? To define the spread of media across different networks as viral leaves out a key element active role of humans.
- Fundamental flaws of viral definition— What is a virus? How does it spread? To define the spread of media across different networks as viral leaves out a key element active role of humans.
- Good content alone will not spread.
- Shared experiences and values of a community, explain difficult circumstates, establish boundaries of an in group
- Shared experiences and values of a community, explain difficult circumstates, establish boundaries of an in group
- What is this a picture of? Why might someone want to share it? If you were the person who took this photo– why would you want to share it? Could you think of a market that could use this photo?
- What is your company or organization’s mission? How does social media fit? Who is your target audience? What message are your trying to convey? In a virtual world– setting SMART goals is key--- how do you plan on measuring success? How do you measure a million man march online? Is social generating revenue? How can you tell?
- What is your company or organization’s mission? How does social media fit? Who is your target audience? What message are your trying to convey? In a virtual world– setting SMART goals is key--- how do you plan on measuring success? How do you measure a million man march online? Is social generating revenue? How can you tell?
- Twitter is connecting the world in ways I don’t think we ever could have predicted.
- Does everyone recognize these two gentlemen? On the left: T. Boone Pickens: Thomas Boone Pickens, Jr. (born May 22, 1928), known as T. Boone Pickens, is an American business magnate and financier. Pickens chairs the hedge fund BP Capital Management. On the right: Aubrey Drake Graham, who records under the mononym Drake, is a Canadian recording artist, rapper, songwriter, and actor. He was born in Toronto, Ontario. Wikipedia Born: October 24, 1986 (age 27), Toronto, Canada Can anyone think of why these two might cross paths? Similar social circles? Awards show? It’s likely that they lead very different lives Until May 31, 2012: This happened. click
- Does everyone recognize these two gentlemen? On the left: T. Boone Pickens: Thomas Boone Pickens, Jr. (born May 22, 1928), known as T. Boone Pickens, is an American business magnate and financier. Pickens chairs the hedge fund BP Capital Management. On the right: Aubrey Drake Graham, who records under the mononym Drake, is a Canadian recording artist, rapper, songwriter, and actor. He was born in Toronto, Ontario. Wikipedia Born: October 24, 1986 (age 27), Toronto, Canada Can anyone think of why these two might cross paths? Similar social circles? Awards show? It’s likely that they lead very different lives Until May 31, 2012: This happened. click
- Step 1: How many people are on twitter? Set up a profile– embrace your profile and showcase your identity and expertise: Personal: it should be a photo of you Business: Brand identity Influence SEO What should your name be? Twitter lists can help you find people to follow the right people: you don’t need to have a million followers if you have 100 right followers. Public or Private (but use caution I act under the assumption that anything could become public at anytime– don’t have name a list something you wouldn’t want the world to see) Congressional targets
- Hashtags, Username, @ sign- Expand feature– twitter is getting more visual… how you can interact with tweets--- replies, favorites and retweets RT---
- Followers grew from 1,000 to 64,000 in a matter of hours An IT consultant who tried to take a break from the rat race by visiting the city of Abbottabad in Northern Pakistan, has just been given a ringside seat to one of the biggest counter-terrorism events in modern history: the death of Osama bin Laden.
- Followers grew from 1,000 to 64,000 in a matter of hours An IT consultant who tried to take a break from the rat race by visiting the city of Abbottabad in Northern Pakistan, has just been given a ringside seat to one of the biggest counter-terrorism events in modern history: the death of Osama bin Laden.
- Facebook: love it or hate it but when it comes to spreading content– Facebook is king!
- 25% of Facebook users don’t bother with privacy settings We’ve seen a lot of news about social media companies and privacy. Facebook itself has been in the news several times over privacy issues, Instagram users recently got in a kerfuffle over changing their terms of service, and the recent NSA news has seen people become more conscious of their privacy online. But despite these high-profile cases of security-conscious users pushing back against social networks and web services, Velocity Digital reports that 25% of Facebook users don’t even look at their privacy settings. 89 million of Facebook’s users are "mobile only" Not only does Facebook have millions of users who don’t access it from a desktop or laptop, but mobile use generates 30% of Facebook’s ad revenue as well. This is a 7% increase from the end of 2012 already.