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Social Media for CEOs

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Talk I gave recently for some senior execs on getting started in social media. Why we share, what to share and how. Won't make so much sense without the commentary but hopefully some interesting slides...

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Social Media for CEOs

  1. 1. Social Mediafor CEOs Session
  2. 2. •We share more content than ever•From MORE sources•With MORE people•MORE often•MORE quickly
  3. 3. We’re all publishers now
  4. 4. Awareness Self-esteemLove & belongingSecurity & healthFood & Shelter
  5. 5. Awareness Self-esteem Love & belonging Security & healthCONNECTIVITY Food & Shelter
  6. 6. We are living through the disorientation that comes fromincluding 2 billion new participants in a media landscape previously operated by a small group of professionals.
  7. 7. THE INSPIRING w
  8. 8. THE RIDICULOUS www.mofarrahrunningawayfromthings.tumblr.com
  9. 9. Timeline1600 1700 1800 1900 2000 Pre-Industrial age Industrialisation Post War Internet Age P2P media Mass Media Mass P2P Media
  10. 10. Media Economics $High InfiniteCost of Amount of media media $0 Scarce 1968 2011
  11. 11. In an information-rich world, the wealth of information means a dearth of something else - ATTENTION
  12. 12. Whyweshare
  13. 13. NYT Motivations to Share To bring To get the valuable and To define To grow and Self- word out entertaining ourselves to nourish our fulfillment about causes content to others relationships or brands others 49% say 68% share to 94% consider 78% share 84% share sharing allows give people a how helpful a information because it is athem to inform better sense of link would be to online because way to support others of who they are another user it lets them stay causes or issues products they and what they connected to they care aboutcare about and care about people they may potentially not otherwise change stay in touch opinions or with encourage action
  14. 14. The New York Times identified 6 sharing character types Altruists Careerists Hipsters Boomerangs Connectors Selectives
  15. 15. The New York Times identified 6 sharing character types Altruists Careerists Hipsters Boomerangs Connectors SelectivesWhich ones are you?
  16. 16. "In the past we were defined by what we owned. Now we’re defined by what we share." Charles Leadbeater – We Think
  17. 17. GettingStarted
  18. 18. Twitter Change Curve Integration Shock Denial Feeling Decisions Presence Experimentation Depression Time
  19. 19. EV WILLIAMS ON TWITTER
  20. 20. Why would anyonecare what I have tosay?Most people don’t care what you had for lunchOr if your bus is running lateIt’s not about what you’re doingIt’s about what you know and what you’re thinking
  21. 21. Why would anyonecare what I have tosay?Most people don’t care what you had for lunchOr if your bus is running lateIt’s not about what you’re doingIt’s about what you know and what you’re thinkingInformation which is worth peoples time to readKnowledge and entertainment to share
  22. 22. SO WHO’SWORTHFOLLOWING?
  23. 23. @marketingland @malbonnington @digiday @BBHLabs @sparkey @malbonster @edwardbochesSome other interesting people on Twitter
  24. 24. Some tools tomake Twittereasier.
  25. 25. TweetbotTwitter Apps Hootsuite Twitter iPhone & Android
  26. 26. Crowdbooster
  27. 27. Hootsuite
  28. 28. Hootsuite
  29. 29. The Approach Listen Create account Find interesting people Analyse what they say
  30. 30. The Approach Listen Engage Create account Choose subject Find interesting people Find voice Analyse what they say Start Tweeting
  31. 31. The Approach Listen Engage Review Create account Choose subject Find interesting people Find voice Review and reflect Analyse what they say Start Tweeting
  32. 32. LINKEDIN Building network YouTub eTWITTER BLOG News Thoug Network htsThoughts What IConversat FACEB OOK SLIDESH Family ARE &
  33. 33. TWITTER News NetworkThoughtsConversat
  34. 34. TWITTER News Network Thoughts Conversat 70%15% 15%
  35. 35. Digital news, stats & ideasConversation TWITTERInteresting goings on in London News Network Thoughts Conversat 70% 15% 15%
  36. 36. Follow interestingpeople and shareinteresting things
  37. 37. Think of the stories you tell over and over, theadvice you keep repeating. Most of the time,you’ll enjoy reusing these stories and advicebecause they exemplify what’s important.That tells you something.You have useful knowledge you’re continuallysharing because people are interested in it.
  38. 38. How can you improve your social media activity?• What subjects/interests will you talk about?• Who will you follow/where will you get your inspiration?• Which sites/platforms will you focus your energy on?• How could improve your use of them?
  39. 39. 5 Tips for Twitter
  40. 40. 5 Tips for Twitter1. Smart - Interesting - Curious - Creative - Friendly status updates
  41. 41. 5 Tips for Twitter1. Smart - Interesting - Curious - Creative - Friendly status updates2. Frequency - 2-3 tweets per day?
  42. 42. 5 Tips for Twitter1. Smart - Interesting - Curious - Creative - Friendly status updates2. Frequency - 2-3 tweets per day?3. Content Balance - 50% your subject, 30% RTs, 20% replies
  43. 43. 5 Tips for Twitter1. Smart - Interesting - Curious - Creative - Friendly status updates2. Frequency - 2-3 tweets per day?3. Content Balance - 50% your subject, 30% RTs, 20% replies4. Length - 120 characters max (so you can be easily retweeted)
  44. 44. 5 Tips for Twitter1. Smart - Interesting - Curious - Creative - Friendly status updates2. Frequency - 2-3 tweets per day?3. Content Balance - 50% your subject, 30% RTs, 20% replies4. Length - 120 characters max (so you can be easily retweeted)5. Hashtags - 2 max per tweet
  45. 45. Look and feel - Choose an image and user nameKeep it consistent
  46. 46. Find your Tone of Voice - RTs
  47. 47. RT, MT & HT• Retweet - a re-posting of someone elses Tweet. Twitters retweet feature helps you and others quickly share that Tweet with all of your followers.• MT - modified Tweet, when you edit, add a comment or a hash-tag (#)• OH - Over heard
  48. 48. Favourites - my read it later
  49. 49. Beware...
  50. 50. Beware...
  51. 51. Mr. Franklin’s Social Media Advice“Remember not only to saythe right thing in the rightplace, but far more difficultstill, to leave unsaid thewrong thing at the temptingmoment.”
  52. 52. Everything that’s already in the world when you’re born is just normal. Anything that gets invented between then and before you’re 30 is incredibly exciting and creative and with any luck you can make a career out of it. 500,000,000 (FB) 86,000 (YT) 10,000,000,000 (Tweets) 5,000,000,000 Anything that gets invented after you’re thirty is against the natural order of things and the beginning of the end of civilisation as we know it until it’s been around for about ten years when it gradually turns out to be alright really.
  53. 53. Digital understanding can’t beconfined to a department or aprecious box that only few can talkabout or understand.Everyone needs to have a digitalexperience, opinion and voice.I help that happen.
  54. 54. THANKS@sparkey tsparke@mac.com

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