URBACT Summer University 2013 - Masterclass - Linda Cheung "How Cities Can Make the Most of Social Media"

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Linda Cheung gave a presentation on how cities can make the most of social media. She discussed how social media accelerates relationships and the marketing cycle. She described LinkedIn as a virtual shop front, Twitter as a virtual cocktail party, and Facebook as a virtual house party. Cheung also provided tips for cities on using social media, such as customizing LinkedIn URLs, using social media for research, optimizing profiles, assigning social media responsibilities appropriately, and engaging contacts on their preferred platforms.

Technology Business

CONNECTING & ENGAGING: HOW CITIES
CAN MAKE THE MOST OF SOCIAL MEDIA
Linda Cheung
Co-founder
CubeSocial &
HonestyBoxx

UNIVERSITY2013.URBACT.EU/WELCOME
Hello!
Delighted to be invited to join you in Dublin, and very much looking forward to
meeting IRL – for those who haven’t seen this via Twitter’s 140 character
restriction, that’s “in real life” 
If you’re hesitant or cynical about social media, please know that when I was
about to leave the corporate world for start-up I had a dozen connections in
LinkedIn and had never used Facebook or Twitter. Who would have thought –
from Facebook novice, to social media CEO?
I love your slogan “Connecting cities, Building successes” and your focus on
collaboration and community. Social media is all about joining the dots, to find
and engage with contacts and conversations of relevance. There’s great
congruence between what URBACT does and what social media can do. I’m
looking forward to exploring how to make more of the opportunity with you.
For those who already use Twitter, I’m @LindaCheungUK and the Summer
University hashtag is #URBACT2013 – tweet soon?!
How Cities Can Make the Most of Social Media
@LindaCheungUK @CubeSocial #URBACT2013 2

CHANGE IS CONSTANT
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How Cities Can Make the Most of Social Media
@LindaCheungUK @CubeSocial #URBACT2013

OLD RULES, NEW TOOLS
Business is about relationships
Social Media accelerates the
know–like–trust–buy–advocate cycle
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How Cities Can Make the Most of Social Media
@LindaCheungUK @CubeSocial #URBACT2013

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How Cities Can Make the Most of Social Media
@LindaCheungUK @CubeSocial #URBACT2013

LINKEDIN: VIRTUAL SHOP FRONT
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How Cities Can Make the Most of Social Media
@LindaCheungUK @CubeSocial #URBACT2013

TWITTER: VIRTUAL COCKTAIL PARTY
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How Cities Can Make the Most of Social Media
@LindaCheungUK @CubeSocial #URBACT2013

FACEBOOK: VIRTUAL HOUSE PARTY
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How Cities Can Make the Most of Social Media
@LindaCheungUK @CubeSocial #URBACT2013

PROFESSIONAL SOCIAL NETWORKS
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How Cities Can Make the Most of Social Media
@LindaCheungUK @CubeSocial #URBACT2013
• 200m users in over 200
countries (January 2013)
• Leading professional social
network
• 12m users (June 2012 –
Xing announced 10m
users in September 2010)
• Has studiously avoided a
face-off with LinkedIn /
abandoned it’s
international growth
strategy
• Focusing on core market
(Germany, Austria, Switzer
land) and Asia via local
acquisitions
• 50m users in eight
languages (January 2013)
• Operating a “multi-local”
strategy
• Appears to be losing
ground to LinkedIn in its
home market of France
• The leading professional
network in China
• Second in India (behind
LinkedIn)

LINKEDIN AND VIADEO GROWTH
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How Cities Can Make the Most of Social Media
@LindaCheungUK @CubeSocial #URBACT2013

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How Cities Can Make the Most of Social Media
@LindaCheungUK @CubeSocial #URBACT2013

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How Cities Can Make the Most of Social Media
@LindaCheungUK @CubeSocial #URBACT2013

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How Cities Can Make the Most of Social Media
@LindaCheungUK @CubeSocial #URBACT2013

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How Cities Can Make the Most of Social Media
@LindaCheungUK @CubeSocial #URBACT2013

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How Cities Can Make the Most of Social Media
@LindaCheungUK @CubeSocial #URBACT2013

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How Cities Can Make the Most of Social Media
@LindaCheungUK @CubeSocial #URBACT2013

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How Cities Can Make the Most of Social Media
@LindaCheungUK @CubeSocial #URBACT2013

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How Cities Can Make the Most of Social Media
@LindaCheungUK @CubeSocial #URBACT2013
#2: Use social media to research - time can be saved and conversations more
relevant when you know areas of interest and mutual connections
#3: Consider how others will view your profiles - would your profiles encourage
someone you want to connect with to approach you?

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How Cities Can Make the Most of Social Media
@LindaCheungUK @CubeSocial #URBACT2013
#4:Don’t delegate social media to junior members of staff - if you wouldn’t send
them to a corporate drinks reception in real life don’t send them to the virtual one

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How Cities Can Make the Most of Social Media
@LindaCheungUK @CubeSocial #URBACT2013
#5: Find out where your contacts hang out online to determine which platforms
to invest in - speak where they want to listen

22
How Cities Can Make the Most of Social Media
@LindaCheungUK @CubeSocial #URBACT2013
Any questions?
help@cubesocial.com

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URBACT Summer University 2013 - Masterclass - Linda Cheung "How Cities Can Make the Most of Social Media"

1. CONNECTING & ENGAGING: HOW CITIES CAN MAKE THE MOST OF SOCIAL MEDIA Linda Cheung Co-founder CubeSocial & HonestyBoxx

2. UNIVERSITY2013.URBACT.EU/WELCOME Hello! Delighted to be invited to join you in Dublin, and very much looking forward to meeting IRL – for those who haven’t seen this via Twitter’s 140 character restriction, that’s “in real life”  If you’re hesitant or cynical about social media, please know that when I was about to leave the corporate world for start-up I had a dozen connections in LinkedIn and had never used Facebook or Twitter. Who would have thought – from Facebook novice, to social media CEO? I love your slogan “Connecting cities, Building successes” and your focus on collaboration and community. Social media is all about joining the dots, to find and engage with contacts and conversations of relevance. There’s great congruence between what URBACT does and what social media can do. I’m looking forward to exploring how to make more of the opportunity with you. For those who already use Twitter, I’m @LindaCheungUK and the Summer University hashtag is #URBACT2013 – tweet soon?! How Cities Can Make the Most of Social Media @LindaCheungUK @CubeSocial #URBACT2013 2

3. CHANGE IS CONSTANT 3 How Cities Can Make the Most of Social Media @LindaCheungUK @CubeSocial #URBACT2013

4. OLD RULES, NEW TOOLS Business is about relationships Social Media accelerates the know–like–trust–buy–advocate cycle 4 How Cities Can Make the Most of Social Media @LindaCheungUK @CubeSocial #URBACT2013

5. 5 How Cities Can Make the Most of Social Media @LindaCheungUK @CubeSocial #URBACT2013

6. LINKEDIN: VIRTUAL SHOP FRONT 6 How Cities Can Make the Most of Social Media @LindaCheungUK @CubeSocial #URBACT2013

7. TWITTER: VIRTUAL COCKTAIL PARTY 7 How Cities Can Make the Most of Social Media @LindaCheungUK @CubeSocial #URBACT2013

8. FACEBOOK: VIRTUAL HOUSE PARTY 8 How Cities Can Make the Most of Social Media @LindaCheungUK @CubeSocial #URBACT2013

9. PROFESSIONAL SOCIAL NETWORKS 9 How Cities Can Make the Most of Social Media @LindaCheungUK @CubeSocial #URBACT2013 • 200m users in over 200 countries (January 2013) • Leading professional social network • 12m users (June 2012 – Xing announced 10m users in September 2010) • Has studiously avoided a face-off with LinkedIn / abandoned it’s international growth strategy • Focusing on core market (Germany, Austria, Switzer land) and Asia via local acquisitions • 50m users in eight languages (January 2013) • Operating a “multi-local” strategy • Appears to be losing ground to LinkedIn in its home market of France • The leading professional network in China • Second in India (behind LinkedIn)

10. LINKEDIN AND VIADEO GROWTH 10 How Cities Can Make the Most of Social Media @LindaCheungUK @CubeSocial #URBACT2013

11. 11 How Cities Can Make the Most of Social Media @LindaCheungUK @CubeSocial #URBACT2013

12. 12 How Cities Can Make the Most of Social Media @LindaCheungUK @CubeSocial #URBACT2013

13. 13 How Cities Can Make the Most of Social Media @LindaCheungUK @CubeSocial #URBACT2013

14. 14 How Cities Can Make the Most of Social Media @LindaCheungUK @CubeSocial #URBACT2013

15. 15 How Cities Can Make the Most of Social Media @LindaCheungUK @CubeSocial #URBACT2013

16. 16 How Cities Can Make the Most of Social Media @LindaCheungUK @CubeSocial #URBACT2013

17. 17 How Cities Can Make the Most of Social Media @LindaCheungUK @CubeSocial #URBACT2013

18. 18 How Cities Can Make the Most of Social Media @LindaCheungUK @CubeSocial #URBACT2013 #1: Make the most of your virtual shop front - provide links to website, blog and Twitter, and claim your public profile as own by customising the URL to http://linkedin.com/in/yourfullname

19. 19 How Cities Can Make the Most of Social Media @LindaCheungUK @CubeSocial #URBACT2013 #2: Use social media to research - time can be saved and conversations more relevant when you know areas of interest and mutual connections #3: Consider how others will view your profiles - would your profiles encourage someone you want to connect with to approach you?

20. 20 How Cities Can Make the Most of Social Media @LindaCheungUK @CubeSocial #URBACT2013 #4:Don’t delegate social media to junior members of staff - if you wouldn’t send them to a corporate drinks reception in real life don’t send them to the virtual one

21. 21 How Cities Can Make the Most of Social Media @LindaCheungUK @CubeSocial #URBACT2013 #5: Find out where your contacts hang out online to determine which platforms to invest in - speak where they want to listen

22. 22 How Cities Can Make the Most of Social Media @LindaCheungUK @CubeSocial #URBACT2013 Any questions? help@cubesocial.com

Editor's Notes

Please sit if…
When I started my working life:Had to be approved for external emailSenior partners said email was “completely irrelevant”
FB dominates, third largest country, etc. but…
FB only added subscribe summer 2012
Different dress codes, language, tone of voiceWorkshops/Seminars via Twitter, summer party photos via FB

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