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Social Media: 20 Platforms in 60 Minutes

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A May 2013 introduction to social media for WGBH employees interested in expanding their brand's social presence. Presentation by Tory Starr and Mike Wood.

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Social Media: 20 Platforms in 60 Minutes

  1. 1. + 60 Minutes: 20 Platforms A Social Media Crash Course
  2. 2. + How Many Do You Know?
  3. 3. + Facebook: What is It? • The world’s most popular social networking website • Over a billion users worldwide • Age restriction (for over age 13) • Shareable elements, via “status updates” • Can be used to share, to connect, or to listen
  4. 4. + Facebook Notifications Status update Newsfeed Ads New search Page admins Groups Interest lists Chat box
  5. 5. + Top WGBH Brands on Facebook  Antiques Roadshow: 332k likes  Frontline: 226k likes  Masterpiece: 202k likes  NOVA: 147k likes  This Old House: 133k likes  American Experience: 68k likes
  6. 6. + WGBH Facebook Stars
  7. 7. + Is Your Brand a Good Fit for Facebook?  Is your brand a program or show that provides entertainment or a specific service to customers or consumers?  Ways your brand can use Facebook:  Use it as a home for conversation about your show or program  Use it to promote content  Use it to preview content or reward fan behavior with exclusive content
  8. 8. + Other Brands that Use Facebook Well  Motorola is adding 128k fans a day  Coca-Cola is the most popular brand on Facebook, with 63 million likes.  PBS has 1.3 million likes.  Facebook shows that have the highest # “Talking About”  Walking Dead (AMC) – 693k  Spongebob (Nikelodeon) – 581k  MTV – 565k  The Simpsons (Fox) – 547k  South Park (Comedy Central) – 514k  SportsCenter (ESPN) – 426k  Mr. Bean – 412k  The Voice (NBC) – 401k  Ellen DeGeneres – 395k
  9. 9. + Twitter: What is It? • Real-time information network • Twitter is used in nearly every country in the world, and is available in more than 20 languages • 140 characters • Source for discovering news and trends, and for sharing information • Hashtags are a way to find conversations (example #BostonMarathon) • You don’t need to tweet to use Twitter – a large percentage of people on Twitter just listen
  10. 10. + Twitter Profile page Discover trends Find accounts/tweets Profile info Follow recs Trends Compose New tweets Paid tweets Feed
  11. 11. + Top WGBH Shows on Twitter  @frontlinepbs 55.6k  @novapbs 40.1k  @masterpiecepbs 39.5k  @ThisOldHouse 25.9k  @RoadshowPBS 14.2k  @pritheworld 12.2k  @AmExperiencePBS 10k  @GreaterBoston 7.5k
  12. 12. + Top WGBH Personalities on Twitter  @AzmatZahra 29.6k  @agolis 7.3k  @Maria_Hinojosa 6.7k  @EmilyRooneyWGBH 4k  @reillyadam 3.1k  @MarcoWerman 2.8k  @CallieCrossley 2.3k  WGBH Twitter List: https://twitter.com/torystarr3/wgbh-peeps
  13. 13. + Is Your Brand a Good Fit for Twitter?  Ways your brand can use Twitter:  Connect consumers to your brand or show  Share information with those interested in your product  Gather intelligence and feedback  Build relationships with fans, viewers and listeners
  14. 14. + Other Brands that Use Twitter Well
  15. 15. + Tumblr: What is It?  Tumblr is a collection of user generated blogs that usually contain photos, quotes, or short thoughts.  There are over 103 million tumblrs.  Very customizable and visual.  Easy to share and post images.  Taggable entries for searching. Like Twitter hashtags.
  16. 16. + Tumblr Post text, photos and more Recent posts by your Tumblrs or Tumblrs you are following Your posts, your followers, Tumblrs you follow Random image Messages, settings, search
  17. 17. + WGBH Brands on Tumblr  WGBH Music http://wgbhmusic.tumblr.com/  WGBH News http://wgbhnews.tumblr.com/  WGBH Lab http://wgbhlab.tumblr.com/  Downton!http://www.tumblr.com/ search/blogs?q=downton%20ab b
  18. 18. + Is Your Brand a Good Fit for Tumblr?  Ways your brand can use Tumblr  Memes! Memes! Memes!  Visual properties – DIY, Cooking, Antiques, etc
  19. 19. + Other Brands that Use Tumblr Well  Entertainment Weekly  The AV Club  NBC News
  20. 20. + Google +: What is It?  Google’s answer to Facebook  People are grouped by circles  If you are active on Gmail, you will like this  Likes are +1s  Helps with Search and integrates with YouTube  Increased exposure for videos, page itself
  21. 21. + Google + Your Gmail contacts Hangout via webcam Your feed. Top bar indicates filtering by circle Recommended groups and friends Your main options
  22. 22. + WGBH Brands on Google +  WGBH Archives  Downton Abbey and Masterpiece Classic  Antiques Roadshow
  23. 23. + Other Brands that Use Google + Well  Pepsi  Red Bull  H&M  Mashable
  24. 24. + Storify: What is It? • Allows you to create stories or timelines pulling in elements from social media • Search through forms of media related to a subject or keyword • Search platforms available: Youtube, Twitter, Instagram, Flickr, Google, Facebook, and direct links.
  25. 25. + Storify Title Subtitle Story elements Story status Social networks Social content
  26. 26. + WGBH Brands using Storify  NOVA PBS – 12 stories, 25 followers  PRI’s The World – 68 stories, 9 followers  WGBH News – 21 stories, 7 followers  America’s Test Kitchen – 69 stories, 17 followers
  27. 27. + Is Your Brand a Good Fit for Storify?  Ways your brand can use Storify:  Contextualizing your content into a coherent narrative  Adding your content to a larger conversation (using both internal and external content)  Streamlining the conversation that is happening on different social media platforms Does your brand or program has multiple social media channels? Does your brand/program have shows or episodes on specific subjects or beats?
  28. 28. + Other Brands that Use Storify Well
  29. 29. + Instagram: What is It? • Instagram is a smartphone app • The app allows you to take, edit, and share photos with your friends and followers • The app allows you to follow a feed of photos by your followers, search for people or hashtags and phrases • Filters: you can add photo borders, tilt shift blurs, auto enhancements, and choose from a number of different filters • Once you post a photo, people can like or comment on the photo
  30. 30. + Instagram Likes Comments Caption
  31. 31. + WGBH Brands on Instagram  Downton Abbey Official – 990 followers  Roadshow PBS – 520 followers  PRI The World – 355 followers  Frontline PBS – 170 followers
  32. 32. + Is Your Brand a Good Fit for Instagram?  Visual content  Creative talent  Data visualization or infographics  Behind the scenes content
  33. 33. + Other Brands that Use Instagram Well  Oreo #cremethis or #cookiethis commercial  Ellen Show – 2 million followers  MTV – 1.1 million followers  Starbucks – 1 million followers  NBC News – 311k followers
  34. 34. + CoverItLive Case study:
  35. 35. + DIGITAL PARTNERS
  36. 36. + 2 Years 63 Live Chats 43 Partners
  37. 37. +Live Chat Data  Number of Live Chats: 63  Total Page Views: 715,352  Chat Participants: 56,106  Total Comments: 6,947  Average Reader Duration: 31 mins
  38. 38. +Inside Japan’s Nuclear Meltdown February 29th, 2012 Live Page Views: 30,924 Our Partner:
  39. 39. + Guest questioner Maggie Koerth-Baker Science Editor Film Producer Dan Edge Live Chat Featured Guests:
  40. 40. +
  41. 41. +Live Chat Inside Japan’s Nuclear Meltdown 2/24/2012 Maggie Koerth-Baker: How are some of the workers you spoke to doing today, health wise? Are they as surprised to be alive as we are surprised they are alive? Dan Edge: All the workers I met for the film are doing fine health-wise. However, almost all of them told us they expect to die of cancer over the coming decades. Also some are struggling with PTSD.
  42. 42. + Is Your Brand a Good Fit for CoverItLive Chats? Do you have…  Talent, producers or talking heads that can engage deeply with the content?  Extras to tease during a live chat?  Partners interested in embedding a conversation on their site  An opportunity to provide a second screen experience during a program?  A need for live coverage but no platform?  A regular event or program?
  43. 43. + Reddit: What is It?  Collection of links and text posts broken into subcategories called sub-reddits.  Posts are ranked by upvotes and downvotes  “the front-page of the internet”  Source for humor, conversation, history, advice, news and more  Boston Marathon bombings: Real-time updates before the news  http://www.reddit.com/r/boston/comments/1cnkzq/gunshots_reporte d_at_mit_stay_away_and_stay_safe/  http://www.reddit.com/r/boston/wiki/bostonmarathon2013emergency
  44. 44. + Reddit Your subreddits To submit Profile and Karma Front page and upvotes
  45. 45. + WGBH Brands on Reddit  Others are posting about your shows  NOVA  Downton Abbey  Search for your content on Reddit
  46. 46. + Is Your Brand a Good Fit for Reddit?  Do not be over-promotional  Be helpful, offer inside looks at programs, AMA opportunities  Might be best left to the fans
  47. 47. + YouTube: What is it? Stat s Watch Subscriptions Recommendations
  48. 48. + WGBH Brands on YouTube  WGBH Music  Antiques Roadshow  NOVA  American Experience
  49. 49. + Is Your Brand a Good Fit for YouTube?  Stats! Stats! STATS!  Great for press releases (embeddable)  Cross-channel posting
  50. 50. + Other Brands that Use YouTube Well  Conan O’Brien  NBC News  PBS  Obama
  51. 51. + Pinterest: What is It? • Online pinboard • Completely visual social bookmarking site • Each bookmark is called a pin • When you share someone else’s pin, it’s a repin • Group pins together on boards or pinboards • Share images you find online or upload images onto Pinterest • Share your pins on Facebook or Twitter
  52. 52. + Pinterest Search bar Profile info Account pins / boards info Boards Stats Account info
  53. 53. + WGBH Brands on Pinterest  Antiques Roadshow – 2.4k followers  Design Squad – 240 followers  Rough Cut – 50 followers
  54. 54. + Is Your Brand a Good Fit for Pinterest?  Ways your brand can use Pinterest  Search for all Pins from your domain  Contextualize content  Get your fans involved  Create thematic boards  Resurface old content  Reach new audiences
  55. 55. + Other Brands that Use Pinterest Well  Whole Foods – 86k followers Nytimes – 63k followers  Boards are exclusively content about fashion, food, and design  Wall Street Journal –  Asked fans to create boards inspired by Fashion Week  Chose boards to feature on their website
  56. 56. + GetGlue: What is It? • TV check in app • 3 million users • Social networking for TV fans • Check ins for shows, movies, sports • Incentives to earn points and virtual stickers • Live conversation around show check-in
  57. 57. + GetGlue Main feed TV listings Profile Search Activity feed Recent check- ins Check in Recent show updates Show page
  58. 58. + WGBH on GetGlue  Downton Abbey  287,000 check ins  American Experience  Unique stickers for Presidents series and Wild West collections  Antiques Roadshow  Getglue shares photos and other exclusive content during the show
  59. 59. + Is Your Brand a Good Fit for GetGlue?  Ways your brand can use GetGlue  Offer incentives to check in  Generate live conversation around your content  Offer audiences a way to review your show  Cross promotion and sponsorship  Contests and sweepstakes
  60. 60. + Other Brands that Use GetGlue Well
  61. 61. + StumbleUpon: What is It?  Using this, you can stumble upon random websites  Way to share webpages, subscribe to content lists (like reddit)  Page within a page  Can comment, save to lists, share  Thumbs up or down (like Pandora)
  62. 62. + StumbleUpon Recommended Websites based on your interests Trending topics, lists Profile, history
  63. 63. + LinkedIn: What is It?  Social network for careers  Get connected with colleagues, industry, companies  Collect recommendations  Tie-in other social media accounts (Twitter)  Communicate organization goals  Recruiting
  64. 64. + LinkedIn Updates including Jobs How you’re connected to WGBH Job openings
  65. 65. + WGBH Brands on LinkedIn  WGBH/WGBH Employees
  66. 66. + Other Brands that Use LinkedIn Well  PBS  Sesame Workshop
  67. 67. + Foursquare: What is It? Search Stalk your friends! Suggestions Check-in system with rewards (mayor)
  68. 68. + Other Brands that Use Foursquare Well  Boston.com
  69. 69. + SoundCloud: What is It? • Sharing network for music and sound (a “Youtube for audio”) • 30 million registered users • Embeddable player • Allows for “timed” comments, or comments in specific parts of the track • Social media sharing buttons built into the player • Offers stats for plays • Advanced search functions
  70. 70. + SoundCloud Search bar Sound stream Profile Profile stats Account info Upload Plays Followers Sets
  71. 71. + WGBH Brands on SoundCloud  The World – 46.7k followers  Innovation Hub – 41k followers  The Takeaway – 37.5k followers  PBS Frontline – 12.7k  WGBH News – 30 followers  WGBH Classical – 20 followers
  72. 72. + Is Your Brand a Good Fit for SoundCloud?  Ways your brand can use SoundCloud  Distribute sound from your program or show  Distribute bonus audio clips  Feature behind the scenes audio  Feature Q&As with talent  Create a podcast  Encourage people to engage in real time, with timed comments  Feature music from your show / program
  73. 73. + RebelMouse: What is It? • A social media “front page” • Creates a website with content you share • Connect your social networks (Facebook, Twitter, Pinterest, Tumblr, Instagram) • Embeddable on your blog or site
  74. 74. + RebelMouse Shareable elements Social plugins Title Sub- navs Page info Add content
  75. 75. + WGBH Brands on RebelMouse
  76. 76. + Is Your Brand a Good Fit for RebelMouse?  Do you have content spread across social networks?  Do you have themed social content that you want to group together?  Do you have calls to actions or “asks” to your listeners/viewers/fans?  Ways your brand can use RebelMouse  Embed pages in your website  Use as a home for audience reaction or comments  Show off fan comments, tweets and posts  Use it as a hub for an event or premiere
  77. 77. + Other Brands that Use RebelMouse Well  PBS NewsHour asked viewers to share their memories of the Civil Rights movement  Time’s 100 most influential people - “Your Social Reaction to TIME 100”
  78. 78. + Digg: What is It?  “What the internet is talking about”  Like Stumbleupon had a kid with Pinterest
  79. 79. + Digg
  80. 80. + Questions?  What Social Media platforms are we missing? What do you want to know more about?  Tory Starr, The World @torystarr3 tory_starr@wgbh.org  Mike Wood, National Marketing @MikeWoodTweets mike_wood@wgbh.org

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