Making sense of social media - Dansk Netværks Akademi-presentation-1706
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This presentation by communication experts, Oren Shafir of Zoom and Pia Thomsen of Dialogkom, will give you an overview of the big social media platforms and an idea of how to get started using them to get more out of your marketing and communications efforts.
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Making sense of social media - Dansk Netværks Akademi-presentation-1706
- 1. Making sense of social media
- 2. Social media springboard seminar A clearer picture, inspiration and a starting point • Why social media: Threats and benefits • Overview of top 10 community platforms – Google+, Twitter, Slideshare in greater detail • 10 tips summarized • How to get started
- 4. YouTube: ”United breaks guitars” One person can change a brand •100.000 views a day •After 4 days: 1 million views •United Airlines stock market value fell 10%. •The price: It cost stockholders around 180 million dollars.
- 5. If a tree falls in the wilderness and no one is there to tweet it... Benefits of social media Visibility The content from the top social communities appear more prominently in search engine results and it offers an opportunity to stay top-of-mind Trust People have signed up and are often invested emotionally with the particular community Context Users on these sites are already looking for specific types of content, so they are highly motivated Engagement Community members are extremely active (sharing, liking, favoriting, following, tagging users, companies and topics, etc.)
- 6. Overview of 10 important social media platforms If you want to reach your audience, You should be using some of these platforms
- 7. Facebook Have you heard of it? Key usage Share content that has a social perspective Background – Largest social community – A global revenue $5 billion+ – 4,619 employees worldwide Tip across platforms Go native Paid advertisement - indistinguishable from other content on site Mark Zuckerberg’s sheepdog’s page
- 8. Native ad example 1 A matter of life and death? Why Facebook? • An extremely personal forum • The place for social interaction • Tied in with people’s identity and beliefs Facebook campaign results • Over 2 million FB page views • Increased reach by almost 90 percent
- 9. Native ad example 2 A great FB post related to the brand Dove’s “Real Beauty Sketches” campaign • 660,000 Facebook shares during first ten days • Careful roll-out plan and select PR mainly on social media • Over 114 million views after 1 month • Coverage in the New York Times, ABC News, etc. “People read what interests them. Sometimes it’s an ad” Howard Gossage
- 12. Pinterest A picture says a 1000 words Key usage Show off aesthetics of your brand Key Facts – Pinterest: 70 million users – Target saw 70% increase in traffic from Pinterest Tip across platforms Think like a 3-year-old Always try to include visuals And social media says it louder
- 13. YouTube Everyone loves videos (including search engines) Key usage Tell a story or explain how to do something Facts – Owned by Google – 2nd largest search engine after Google itself – 62% of Google universal search engine results include videos Tip across platforms Be nice to search engines: Use keywords in your titles and profiles Example showing the human side of a corporation
- 14. Vine/Instagram video A new kind of marketing video Key usage Off-the-cuff informal video clips that you can embed on your website Facts − Vine is owned by Twitter − Instagram is owned by Facebook − Vine: 6-second videos − Instagram: 15-second videos Tip for across platforms Let people see for themselves Use video to make personal and/or show how to do something
- 15. Quora Promote your niche expertise Key usage Establish niche topic authority; research topics and products Facts – A Question & Answer social community – Founded by two former Facebook employees – Tripled growth across all metrics last year Tip across platforms Be a good Samaritan Add links to your own stuff in comments – but only when highly relevant. And in general, just help people out.
- 16. A threat turned into an opportunity Some tools for monitoring your brand name • Google alerts • Hootsuite saved search • Boardreader.com • Socialmention.com
- 17. Blogging Your own publishing platform Key Usage Establish your brand as a voice of authority in your community Facts • B2B blogs generate 67% more leads per month • More keyword optimized pages indexed for SEO • Platform for your messages Tip across platforms Plan ahead Create social media editorial calendar Someone is blogging about your area of expertise. Shouldn’t it be you?
- 19. Linkedin Where your professional brand lives Key usage Ongoing communication with your professional network Facts – World’s largest professional network – 292,359,048 members (1,492,107 in Denmark) Tip across platforms Fuck Jantelov Optimize personal profiles & company pages
- 24. Linkedin targeted advertising Example: Closer to customers campaign Targeted at C-level insurance pros in select markets • Prospects could download insurance strategy white paper • Generated highly targeted leads worth potentially 3 million euro
- 25. Slideshare A showcase for your expertise Key usage Get all that in-house know-how out of the house Key facts – Owned by Linkedin – 58 million unique visitors a month – 10 million presentations uploaded Tip across platforms Steal from yourself What content are you already producing that you can tweak & use on social media?
- 28. Consider your content – From your audience’s point-of-view • Both annual reports and crisis management? • PPT must stand as an independent piece of content
- 30. So, why is Slideshare a good idea ?
- 31. Slideshare: 10 reasons to upload and share 1.Mobile friendly 2.Google-indexed 3.SEO-optimized PPT kommer på toplisten 4.Fresh leads to your website (58 million unique visitors per month) 5. A trustworthy bridge to press and bloggers 6. Great lead structure 7. Smooth integration with LinkedIn, Twitter and facebook. 8. The ”Everywhere” USB-drive 9. Personal branding 10. Showcase for content that is already being generated at your company
- 32. Google+ Discover and get discovered Key usage Increase visibility of all types of business-related content Key facts – 2nd largest social media community after Facebook – 500 million users worldwide – Close to 1 million users in Denmark – 70% male users globally Tip across platforms Follow the followers Periodically add connections of key influencers
- 33. Better search results How authoritative are you? • G+ profiles connect you to your content everywhere • Differentiates your content on Google results page Benefits Better SERP Result stands out
- 34. Integration: interactive functions Link G+ profile with: – Blog – YouTube channel – Local business Blog: integrated sharing and comments YouTube: Connect and discover Local Bus: Better SERP results
- 35. Networking possibilities Easy non-intrusive way of connecting
- 36. News and opinion at the speed of light Key usage Share your latest company news and take the pulse of your brand and industry Facts – Typical day: 500 million tweets – Average of 5,700 tweets-per-second – Around 200,000 Danish accounts Tip across platforms Steal from others When sharing other’s content, always add your personal opinion or insight
- 38. Engage with your market
- 39. How? Hashtagging a subject makes it searchable and easy to find #outsourcing IT
- 40. What did it do for us??? A number of analytical tools measure the effect. So you get campaign results and can sort the answers by most activity and who answered.
- 41. ZAPPOS CEO Tony Hsieh tweets: Personal/CEO branding
- 42. Zappos / Strategy: Happy workers and super service all in one Individual workers Happy go lucky tone-of-voice Easy-going and energetic approach to work culture, teknology and fashion. Result: Increased brand-awareness – better credibility
- 43. 10 tips summarized 1. Don’t advertise, engage: indistinguishable form in both form & content from other valuable content on site 2. Think like a 3-year-old: Always try to include images 3. Let people see for themselves: Use video where it makes sense to make personal and/or show how to do something 4. Be nice to search engines: Use keywords in your titles and profiles 5. Be a good Samaritan: put links to your own stuff in comments and groups but only where highly relevant 6. Bring method to the madness: integrated social media editorial calendar 7. Fuck janetelov: Optimize company & personal brands 8. Follow the followers: Periodically add strong followers of stong influencers 9. Steal from others: Share top quality content, but always add your personal opinion or insight 10. Steal from yourself: Repurpose content
- 44. I’ve created profiles on Twitter, Facebook, and 7 other communities to generate awareness. And is it working? I don’t know. I’m too busy managing all my profiles The problem with social media
- 45. 5 steps to a strategy
- 46. Making sense of social media As with any other form of communication, to succeed you need to: • Tie it to your business goals • Listen to and get to know your audience • Dedicate a certain amount of resources • Pick the right media – Focus on doing well on a few – Adjust the content to fit it – Measure and adjust Pia Thomsen, Communications consultant, pith@dialogkom.dk Oren Shafir, Creative director, oren@zoomdigital.dk
- 47. Øvelse 1: Hvordan kan sociale medier hjælpe med at løse nogle forretningsudfordringer? 1. Grupper på 3: Nævn 3 aktuelle udfordringer 2. Diskutér, hvordan I kan gøre det bedre via 1-3 social media platforme – med inspiration fra listen.
- 48. Øvelse 2: Del spændende indhold med dit netværk 1. Find 2-3 aktuelle opdateringer fra dit/jeres forretningsområde, som andre har skrevet – og som vil være relevant for jeres kunder og netværk. 2. Hvordan vil du kommentere på det, idet du deler det med dit netværk/dine kunder?
Editor's Notes
- Agenda
- In July 2009 country singer Dave Caroll was on a United Airlines flight when his guitar was broken. They refused to pay for a new – and did not apologize. One single person can make a huge impact in social media. This example tapps into the discussion about quantity and quality in social media. Is the number of followers most important ? Or is it more important to be followed by precise target groups, that is, existing and potential customers, key-opnioin leaders and stakeholders within your business area ?
- Tools to monitor social media
- Mark Z´s sheepdog’s page has 1.6 mil fans. This is just to show how iconic FB has become. And also it can be used for serious business, but works best when there is a social angle. Targeted advertising, including suggested posts (ads that appear in the newsfeed) Likes and shares Events Business page insights (analytics) 660,000 Facebook shares during first ten days Careful roll-out plan and select PR mainly on social media Over 114 million views after 1 month Coverage in the New York Times, ABC News, etc. Oplysning om organdontation Facebook campaign results Over 2 million FB page views Increased reach by almost 90 percent Tip for Facebook Business page insights (analytics)
- Blurred in the sense that the ads can now appear in News feed. Blurred can be good, if it’s valuable content. Blurred can be irritating if it’s a product push ad in the place where you’re used to seeing social content. Page Post Ads are advertisements that begin as posts on a fan page but get additional paid distribution among fans, friends of fans, or non fans within News Feed or the sidebar, as a result of creating campaigns in Facebook’s ad tool, Power Editor or API. Page Post Ads can be links, photos, videos, offers, events, questions or statuses, allowing for a lot of creative freedom. And unlike Sponsored Stories and Promoted Posts, these ads can be shown to anyone on Facebook, even if users are not connected to the page themselves or through a friend. How are Sponsored Stories different from Facebook Ads? Sponsored Stories are messages from your friends about them engaging with Pages, apps or events on Facebook—stories that are already eligible to be in your News Feed. An advertiser has paid to show the activity as a sponsored story so there’s a better chance you will see it. With Facebook Ads, an advertiser creates a message they want to share and chooses who they want to reach. Ads are sometimes paired with news about actions your friends have taken (such as liking a Page or RSVPing to an event).
- Get screenshot from film
- Around 70,000 danes (nov 13) Go online and explain, show example of Danish company Articles with relevant image have 94% more views than those without Between 65 and 85 % of people describe themselves as visual learners Pinterest: Users promote your brand, in fashion, users (as opposed to brands) generate 82 percent of the pins with top brands averaging 46 repins on every pin Trend: In last year, FB made images in feed more prominent (like G+), Twitter made it possible to include images Stats sources: http://expandedramblings.com/index.php/important-instagram-stats/#.U39BkfmSySo http://expandedramblings.com/index.php/resource-how-many-people-use-the-top-social-media/8/#.U3819fmSySo http://www.searchenginejournal.com/the-importance-of-images-infographic/44005 /http://www.trendreports.com/article/imagebased-social-media
- Show 3 video clips: Glen the nurse, Riget, and How to edit video Tips for YouTube Add annotations, transcripts and captions Create your own branded channel Embed videos in your website Link to your site from your video descriptions Use keyword(s) in the title and on the web page where the video is embedded in links to the video (from other web pages and sites that you manage or have an influence over) End the video with a “Send to a friend” option, and consider other Social sharing buttons Use as many relevant tags as possible when you upload on YouTube, including the most relevant YouTube category Offer the option to embed on websites to relevant people in your network Spread the word: Encourage your network to tell people about your video via email (possibly including it in your email signature for a while, Twitter, Linkedin, Facebook, etc
- Vine came first The original Instagram app (called Burbn) had video, and now they’ve brought video back to fight it out with Vine. With the embed feature, you get a piece of code that you can put in your website to feature your Vines and Instagram videos respectively. This offers an easy way to generate off-the-cuff informal content for your website Naturally, you don’t want to make a video just for the sake of making a video. It should still have a relation to your communications strategy and be linked to business goals.
- Quora doesn’t share its numbers, but grew 3x across all metrics this year. You need an invitation to join Quora. Members include Barack Obama, Dustin Moskovitz (co-founder of Facebook) and Jimmy Wales, founder of Wikipedia Tip for Quora Promote your answers using points Prominent on Google SERP Up and downvote Top content email updates Promote questions and answers
- Social media consultant Peter Shankman—who has 100,00 Twitter followers—joked on Twitter as he was on a flight to Newark: When he landed, he was met by a stranger in a tuxedo, holding a sign with his name on it in one hand and a bag from Morton’s Steakhouse in the other.
- Top of mind: continuous visibility and interaction with customers, prospects and partners Can adopt a different tone of voice Social functions: Comments (monitored), sharing, polling, rating B2B marketers who use blogs generate 67% more leads per month than those who do not Source: FactBrowser Editorial calendar based on keywords, customer questions, messaging, product launches & other general marketing plan events
- Eksempel på indholdskalender til facebook for en skole med 750 elever. Planlagte opdateringer ud fra skolens aktiviteter – i et mix med her og nu nyheder om stort og småt. Medarbejderressourcer: 3 opdateringer om ugen, samlede svar på indkomne spørgsmål. En lærer er tovholder og har 3 timer om ugen til at administrere dette. Mål: tættere kommunikation med forældrene – og mere visuelt indhold.
- Unlike on Google+ and Twitter, you only connect with people you know here. Unlike Facebook, it is 100 percent business-focused, so Linkedin is truly a business network. Tip for Linkedin Get vanity URL You can message your 1st and 2nd degree connections and ask for an introduction to 3rd degree connections), targeted ads (including videos) Stats: Socialbakers.com Business and personal pages Recommendations Targeted advertising Groups Updates Messaging
- 300 millioner brugere på verdensplan Typisk dansk linkedin-profil, dvs. teksttung og ikke prioriteret rækkefølgei indholdet – og intet visuelt. Top-feltet er det vigtigste, her skal key-selling point om spidskompetencer og aktuelle projekter komme frem, gerne også i søgeord supply chain projekter ??
- Mere vægt på fotosiden, nedenunder kører artikler, dvs. blog-emner.
- Company-page; mix af klassisk info, nyhedsbrev-agtigt og konkrete cases med fotos fra fx Indien, hvor Grundfos har afholdt et seminar om problemer ved oversvømmelse.
- Leads
- As of May 2013 10 mil ppts uploaded
- Hoster nu 15 millioner slideshows fra 10 millioner i maj 2013 – mega vækst Tættere integration med LinkedIN – der også ejer SlideShare. PPT der bliver talt om på Linkedin, har en tendens til at kravle opad og blive populære på Slideshare
- 3. Search engines index “notes” text, which means popular, keyword-optimized presentations often rise to the top of results pages, a great way to own a thought.” 5. People tend to trust content they discover organically more than they do content hosted on a corporate homepage. 6. The impact of SlideShare can be tracked all the way into the proverbial “sales funnel.” Premium users can insert forms into their presentations, allowing them to know exactly who downloaded a file. 7. Espcecially the more one’s LinkedIn audience talks about a presentation the more likely SlideShare is to feature it on the site’s front page, which causes views to skyrocket 8. Simply run the deck from SlideShare. shortened URL on the first slide of his presentations, a simple tactic that’s resulted in an a significant increase in views and downloads after the live event.
- Key advantages Better search results Integration with other key platforms Networking possibiliitTip for Google+ Put company URL in anchor text on G+ profile Like Twitter, it’s less about known family and friends circle, and more about finding new interesting people with shared interests, often professional 2nd largest after FB According to Wikipedia, as of May 2013, with a total of 500 million registered users, of whom 235 million are active in a given month. Danish users: http://www.circlecount.com/statistic/countrypopulation/ You connect to the power of the Google world (Search, Blogging, Videos)
- Algorithm ranking individual’s influence for given subject, which affects search results
- Associate Blogger, Wordpress and other blog platforms, so Google+ comments appear on blog and you can share blog posts to circles, communities, etc. Associate YouTube with Company page for better search results, video recommendations to followers, video tab on G+ page (and soon you’ll need a G+ account to comment) Verified local business enables reviews and enhance search result appearance Reviews can only be written on Google+ Local business pages, not on personal or on non-local-business Google+ page. If your page has the little “pencil” button near the top of the page, customers can write a review of your business on that page.
- Easy to build and control circle network Share to extended circles and to communities Experiment with Hangouts, can be alternative to Skype, etc.
- Tip for Twitter Pin a Tweet to your profile So if you’re an international company, you should be on Twitter. If you market primarily in Denmark, for example, where there are 150,000 Danish users and many of them are inactive (source), it really depends on whether your target audience is there. Hashtags Replies, mentions, direct messages, retweets 3rd-party tools Promoted tweets https://blog.twitter.com/2013/new-tweets-per-second-record-and-how source for Tweet stat Kontinuerlig relation til forskellige communities Få personer og virksomheder til at følge jer inden for klart afgrænsede emner enten ved tekster (157 anslag) og /eller fotos – hver dag! En platform, der giver jer større præcision og aktualitet, når I tilrettelægger jeres indhold (fra nye undersider på web til dialogmarkedsføring, nyhedsbreve, kundeseminarer osv.) Lyt og kom tættere på de udfordringer/behov/emner, som interesserede inden for jeres område taler om. Leads – hver dag Tættere på mennesker og organisationer, der allerede har vist interesse for jer.
- Fx hvilke tweets er mest besvaret (hot topics) – og hvem er top-deltagere i debatten.
- Tone of voice: easy-going and straight-forward. From links to articles he read in NYT till sentimental quotes …