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...
6. Awareness
Self-esteem
Love & belonging
Security & health
CONNECTIVITY
Food & Shelter
7. We are living through the disorientation that comes from
including 2 billion new participants in a media landscape
previously operated by a small group of professionals.
14. 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 a
them 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 about
care about and care about people they may
potentially not otherwise
change stay in touch
opinions or with
encourage
action
15. The New York Times identified 6 sharing character types
Altruists Careerists Hipsters Boomerangs Connectors Selectives
16. The New York Times identified 6 sharing character types
Altruists Careerists Hipsters Boomerangs Connectors Selectives
Which ones are you?
17. "In the past we were defined by what we owned.
Now we’re defined by what we share."
Charles Leadbeater – We Think
22. Why would anyone
care what I have to
say?
Most people don’t care what you had for lunch
Or if your bus is running late
It’s not about what you’re doing
It’s about what you know and what you’re thinking
23. Why would anyone
care what I have to
say?
Most people don’t care what you had for lunch
Or if your bus is running late
It’s not about what you’re doing
It’s about what you know and what you’re thinking
Information which is worth peoples time to read
Knowledge and entertainment to share
31. The Approach
Listen
Create account
Find interesting people
Analyse what they say
32. The Approach
Listen Engage
Create account Choose subject
Find interesting people Find voice
Analyse what they say Start Tweeting
33. The Approach
Listen Engage Review
Create account Choose subject
Find interesting people Find voice Review and reflect
Analyse what they say Start Tweeting
34. LINKEDIN
Building
network YouTub
e
TWITTER BLOG
News Thoug
Network hts
Thoughts What I
Conversat
FACEB
OOK SLIDESH
Family ARE
&
39. Think of the stories you tell over and over, the
advice you keep repeating. Most of the time,
you’ll enjoy reusing these stories and advice
because they exemplify what’s important.
That tells you something.
You have useful knowledge you’re continually
sharing because people are interested in it.
40. 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?
42. 5 Tips for Twitter
1. Smart - Interesting - Curious - Creative - Friendly status updates
43. 5 Tips for Twitter
1. Smart - Interesting - Curious - Creative - Friendly status updates
2. Frequency - 2-3 tweets per day?
44. 5 Tips for Twitter
1. Smart - Interesting - Curious - Creative - Friendly status updates
2. Frequency - 2-3 tweets per day?
3. Content Balance - 50% your subject, 30% RTs, 20% replies
45. 5 Tips for Twitter
1. Smart - Interesting - Curious - Creative - Friendly status updates
2. Frequency - 2-3 tweets per day?
3. Content Balance - 50% your subject, 30% RTs, 20% replies
4. Length - 120 characters max (so you can be easily retweeted)
46. 5 Tips for Twitter
1. Smart - Interesting - Curious - Creative - Friendly status updates
2. Frequency - 2-3 tweets per day?
3. Content Balance - 50% your subject, 30% RTs, 20% replies
4. Length - 120 characters max (so you can be easily retweeted)
5. Hashtags - 2 max per tweet
47. Look and feel - Choose an image and user name
Keep it consistent
49. RT, MT & HT
• Retweet - a re-posting of someone else's Tweet. Twitter's 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
53. Mr. Franklin’s Social Media Advice
“Remember not only to say
the right thing in the right
place, but far more difficult
still, to leave unsaid the
wrong thing at the tempting
moment.”
54. 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.
55.
56. Digital understanding can’t be
confined to a department or a
precious box that only few can talk
about or understand.
Everyone needs to have a digital
experience, opinion and voice.
I help that happen.
Altruists (mostly female, attached to causes) share relevant, helpful, and thoughtful content\nCareerists (it’s all about the job) These are the sharers who do so with career success at heart\nHipsters (younger altruists and careerists) share content that is popular, cutting-edge, and creative\nBoomerangs (people who share simply to stir up controversy) seek a reaction from others in order to validate their sense of self and to feel empowered\nConnectors who share content in an effort to connect with others and, ultimately, to make plans.\nSelectives (related to careerists and altruists, respectively) share resourceful stuff with others in order to inform them\n\n
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Shock: The initial shock on hearing about this over-hyped startup, Twitter \nDenial: I think it’s stupid. Why would anyone care what others are doing? \nPresence: Ok don’t get it but should probably create an account \nDepression: Everyone’s doing it better \nExperimentation: Maybe it’ll work? They begin to try things out and consider scenarios. \nDecisions: Starting to feel more positive. Making decisions about what works and what doesn’t work\nIntegration: What was once new is now starting to be just the way things are done.\n\n
Even the founders of Twitter don’t really get it\n
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3 minute discussion with those around you to discuss who’s good (PRs often)\n
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Dashboards allow you to update, monitor, manage and maintain several social media tools in one place\n\n
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\nGROWTH community memberships numbers, content views & downloads, RSS subscriptions, comment-to-post ratios, unique visitors & page views\nSATISFACTION customer retention, customers satisfaction scores, customer loyalty scores, overall sentiment within the community\nCOMMUNITY ENGAGEMENT likes, shares and comments, Twitter @replies and @mentions\n
\nGROWTH community memberships numbers, content views & downloads, RSS subscriptions, comment-to-post ratios, unique visitors & page views\nSATISFACTION customer retention, customers satisfaction scores, customer loyalty scores, overall sentiment within the community\nCOMMUNITY ENGAGEMENT likes, shares and comments, Twitter @replies and @mentions\n
Does this model work \nWaitrose- Sharing the love of food\nVisit Wales- Putting Wales into peoples hearts\nWas I brandwashed?\nDrawn in by the stories, \nShared values with the brand mission\n
For effective profile building it’s generally better if one topic is the primary focus of what you write about, the subject of most of your writing. Although it’s good to have a primary focus. It’s great to have a few other areas you talk about. Music, TV, Sports. Have a think about other stuff you may introduce on a more personal level. \nUse wefollow.com and Google to find the smartest people talking in your chosen area. Don't try to reinvent the wheel. Look at some smart people, see what they’ve done and see if it makes sense for you and then think about how you can personalise it and make it yours. \n\n
For effective profile building it’s generally better if one topic is the primary focus of what you write about, the subject of most of your writing. Although it’s good to have a primary focus. It’s great to have a few other areas you talk about. Music, TV, Sports. Have a think about other stuff you may introduce on a more personal level. \nUse wefollow.com and Google to find the smartest people talking in your chosen area. Don't try to reinvent the wheel. Look at some smart people, see what they’ve done and see if it makes sense for you and then think about how you can personalise it and make it yours. \n\n
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In a week where we have had a teenager arrested for tweeting abusively at British Olympic diver Tom Daley and a Welsh footballer suspended after another  abusive message was sent to Daley. Just prior to that we had the a racist tweet from a Greek athlete resulting in her being expelled and a Swiss footballer Michel Morganella sent home after insulting South Koreans on Twitter after a game.\n
It generates more content than any of us can possibly pay attention to or absorb, though we try our best.\n\nthe entire media landscape has changed 5 billion apps downloaded, 2 billion YT views a week. if this says anything it declares that there is so much information in the stream that attention is scarcer and scarcer.\n
Acting like change is happening is the same as change happening\nMany consultancies and education companies make a ton of money by helping agency management act like things are changing. But change rarely happens if jobs don’t depend on change happening. Jazz-hands can only work for so long.\n\n
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I’d like to thank Daniele and Angela and the all the management team in helping us to set this up. We’re incredibly excited about it and hope you are too. \n
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The secret sauce. When mobile and the social world collide they create the basis for a completely new internet\nBy 2O13, mobile phones will overtake PCs as the most common Web access device worldwide.\nOver 50% of mobile internet browsing in the UK is Facebook. \n
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Experience about products & services: People give feedback about their experience with your products and/or services. It is noticeable that there are more conversations about specific products than about brands. \nExperience with offline touch-points: Offline customer experience is an important online conversation starter. The customer-friendliness of employees in a sales point is the most important conversation starter. \nCompetitions and games: Content with a games/competitive element produces many conversations. In addition to interaction, ‘gamification’ results in many ‘likes’. \nFree: Free always works. If people think they can get something for free, they will talk about it to everyone! This is not only valid for free products, but also for free content. \nCollaboration: Involve people in your decision-making and they will love telling others about it. If their engagement increases, so too will the number of conversations. This does not need to be complicated. Simply asking your fans a question can be enough to generate plenty of interaction. In addition, the customers can also show their enthusiasm through their ‘likes’. \nLifestyle: Even if this does not immediately relate to your products, people like to talk about music, eating out, sport, etc., and again show their enthusiasm for this content through their ‘likes’. \nPositive messages: This is the value of happiness. There are more interactions as a result of sharing something positive than something negative. Consumers like happy stories and positive messages generate plenty of ‘likes’. \nNews: Your fans like to share news about your company and like to be kept informed about the developments relating to their favourite brand. \nAdvertising: There are a lot of conversations on Twitter about advertising. This is probably related to the presence of the high penetration media and numerous advertising professionals on this network. Complete reviews of advertising campaigns are sometimes shared. \nSocial media news: There are plenty of conversations on Twitter about the latest iPhone and iPad apps. \nEmployee stories: Company employees share considerable amounts of informal content via Twitter. They talk about where they work and give their followers a glimpse of what goes on behind the scenes. This content is re-tweeted at a higher rate than the average. \n
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The shareability of a piece of content is how easy it for someone to share it with others. Sharing can mean emailing it to a friend, tweeting, Facebooking, embedding in a blog . . .\n
Each person has an idiosyncratic way of using different sites and networks\nWe each form our own personal mental model of the right place to \nconverse with acquaintances\nWith friends \nWith colleagues\nAnd were we can find intimacy.\n\nWhat does your social layer cake look like?\n
Each person has an idiosyncratic way of using different sites and networks\nWe each form our own personal mental model of the right place to \nconverse with acquaintances\nWith friends \nWith colleagues\nAnd were we can find intimacy.\n\nWhat does your social layer cake look like?\n
Each person has an idiosyncratic way of using different sites and networks\nWe each form our own personal mental model of the right place to \nconverse with acquaintances\nWith friends \nWith colleagues\nAnd were we can find intimacy.\n\nWhat does your social layer cake look like?\n
Each person has an idiosyncratic way of using different sites and networks\nWe each form our own personal mental model of the right place to \nconverse with acquaintances\nWith friends \nWith colleagues\nAnd were we can find intimacy.\n\nWhat does your social layer cake look like?\n
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Cross-Posting\nSmart new start up-starts include cross-post features to FB. It's one of the major failures of systems like Google+ that cross-posting to FB is non-existent.\n\nFeatures that let people share something in multiple networks all at once has two benefits:\nLets people reach people in various social circles depending on the context\nLets people try new network without abandoning the stalwart social behemoths\n
Experience about products & services: People give feedback about their experience with your products and/or services. It is noticeable that there are more conversations about specific products than about brands. \nExperience with offline touch-points: Offline customer experience is an important online conversation starter. The customer-friendliness of employees in a sales point is the most important conversation starter. \nCompetitions and games: Content with a games/competitive element produces many conversations. In addition to interaction, ‘gamification’ results in many ‘likes’. \nFree: Free always works. If people think they can get something for free, they will talk about it to everyone! This is not only valid for free products, but also for free content. \nCollaboration: Involve people in your decision-making and they will love telling others about it. If their engagement increases, so too will the number of conversations. This does not need to be complicated. Simply asking your fans a question can be enough to generate plenty of interaction. In addition, the customers can also show their enthusiasm through their ‘likes’. \nLifestyle: Even if this does not immediately relate to your products, people like to talk about music, eating out, sport, etc., and again show their enthusiasm for this content through their ‘likes’. \nPositive messages: This is the value of happiness. There are more interactions as a result of sharing something positive than something negative. Consumers like happy stories and positive messages generate plenty of ‘likes’. \nNews: Your fans like to share news about your company and like to be kept informed about the developments relating to their favourite brand. \nAdvertising: There are a lot of conversations on Twitter about advertising. This is probably related to the presence of the high penetration media and numerous advertising professionals on this network. Complete reviews of advertising campaigns are sometimes shared. \nSocial media news: There are plenty of conversations on Twitter about the latest iPhone and iPad apps. \nEmployee stories: Company employees share considerable amounts of informal content via Twitter. They talk about where they work and give their followers a glimpse of what goes on behind the scenes. This content is re-tweeted at a higher rate than the average. \n
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Mitigating complexity is core to what we do. Often that means reducing or removing friction so that it’s easier for a user to accomplish their goals. We simplify, and automate were we can. \nHOWEVER, when it comes to sharing, maintaining friction is important because without friction, sharing looses it’s meaning. \n
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WE’re going through a period of extreme change, challenging for our industry and every other. \n