with: Kat Loughrey | @KatLoughrey Tamsien West | @TamsienWest

Jess Genevieve Brown |@jessgenevieve

Girl Geek Dinners Social Media Workshop

#GGDMelb

Join the conversation! #GGDMelb

Your presenters…

Jess Genevieve Brown Tamsien West @jessgenevieve @TamsienWest

Kat Loughrey @KatLoughrey

Thank you to our sponsors!

Mark Hendrickson mark@sideracket.com sideracket.com @SideRacket

Megan Sayers megan.sayers@envato.com envato.com @envato

Let’s learn about social media …

Corporate Social Media: 'Smashing Social Media’

with Kat Loughrey @KatLoughrey

#GGDMelb

“If you want to be successful, find someone who has achieved the results

you want and copy what they do and you’ll achieve the same results.”

~ Tony Robbins

Big brands on social media

70% of global brands don’t engage with consumers on social media*

*according to Social Bakers

http://www.socialbakers.com

/blog/655-70-of-fans-are-being-ignored-by-companies-now-what

Corporates & social media   Big budgets, so enjoy a well-resourced team devoted to social

media to quite simply “go for it” with a variety of content produced in-house

  Conservative and expect miracles from the one person or small team who manage it amongst a greater portfolio of work – yet don’t know how to engage and fear of not being “on brand”

  Don’t see the relevance of social media and generally avoid it.

Managing social media   Know your audience/s   Know your competitors   Social Media Strategy (inc. key areas of business)   Guidelines (style, resourcing, moderating)   Content schedule & policy (sourcing, set time boundaries)   Branding / Creative   Necessary tools (bufferapp, bit.ly, Tweetdeck)   Crisis communications plan   Analytics & SEO   Think about mobile   Time & effort!

Which one is your business?   A brand will be doing either one of three things:

1.  Connecting with one of your passions and/or interests. – eg Nike, Red Bull, Adidas

2.  Entertaining you with their engaging personality. – eg. Oreo, Skittles, Absolut

3.  Providing interesting and/or important information to you. – eg. IBM

http://mashable.com/2013/02/22/social-media-marketing-strategy/

Brands on social media

“The most important thing is for a brand to stay true to their DNA, identify what they are best at, what they can offer the consumers the most of, and focus on that. That will be their strongest play.”

http://mashable.com/2013/02/22/social-media-marketing-strategy/

Campaigns

“A social campaign should ask questions that cause consumers to stop, reflect and respond.”

Create memorable community experiences.

http://www.socialmediaexaminer.com/social-media-community-management/

Oreo: Not just a cookie   32M+ on Facebook   82K+ on Twitter   87K+ on Instagram   14M+ on YouTube

Oreo Daily Twist Campaign video

http://youtu.be/j7wFQLRsMYQ

Twitter Tic-Tac-Toe with Kit Kat

Learnings from Oreo   Be timely & topical   Promote consistently & frequently   Use graphics and simple concepts   Have fun! Use humour in good taste   Also ->

  Be original   Be creative   Be genuine & honest   Be targeted   Listen & respond  They’re delicious … !

http://www.shopify.com.au/blog/7589919-the-secret-behind-oreos-social-media-marketing#axzz2X8olS3MO

#FAIL   Focusing only on Facebook   Thinking one size fits all   Broadcasting, fail to interact with audience   Fail to grasp the “social” component of social media   Posting only marketing/company updates   Not understanding audience   Assume correlation between ‘likes’ and sales   Have a token social media presence OR none at all   Keep social media in a silo OR outsource your social media   Paying celebrities to tweet!

See further reference links, and also: http://www.bigdotmedia.co.uk/blog/industry-news/oops-five-mistakes-brands-make-when-using-social-media/

#FAIL   Don’t take advantage of a national disaster

 Gap tweeted: “All impacted by #Sandy, stay safe! We’ll be doing lots of gap.com shopping today. How about you?”

  Don’t be ignorant of current events  NRA tweeted: “Morning Shooters- Happy Friday! Weekend

plans?”

  Don’t leave the door open for backlash  #McDStories

http://www.loudinteractive.com/the-top-3-worst-social-media-mistakes/

2013 Australian Open   History of innovation – first Grand Slam

on Twitter!   Used social media to engage with a massive

global fanbase   Set a new digital benchmark for future sporting

events   “the most digitally connected major sporting event of all

time” (Mashable)   Robust social offering   Enhance fan experience, offer unique experiences

"Our overriding goal is to increase interest in tennis; it always come back to that.”

http://www.australianopen.com/

AO digital presence   Website:

  Scoreboard & Slamtracker (IBM)   e-Newsletter   Players to watch   Social Leader Board  KIA Vote for your favourite fan  Daily Poll (Mount Franklin)   Schedule, news, photos, video, radio, tickets

AO social presence   Social:

  Social media hub Fan Centre   24/7 live updates   Facebook (/australianopen)  Twitter @australianopen

(and @AOSOS hotline)  Hashtags #ausopen; #popcorntennis;

#sleepisfortheweak; #TeamAusOpen   Instagram @australianopen   Pinterest  Google+  Chinese social networking

AO social presence   Caption It   Pick ‘Em competition   Popcorn Tennis blog   Daily poll

  @AustralianOpen: Today's #AusOpen poll: Whose is ur favourite celebration? ow.ly/gV7To #Nadal #Hewitt #Tsonga #Sharapova #Azarenka #Ivanovic…

  Video coverage:   YouTube   Live streaming (Optus)   Time lapse video

  AO Radio

AO mobile & sponsors   iPhone app (IBM)   iPad app x 2

  2013 Official program featured on iPad as an app purchased via iTunes.

 Open Shutter was a commemorative edition of AO 2012 ahead of the 2013 event.

  Loads of sponsor-generated activity!  KIA, IBM, Nike Tennis,

Lacoste Tennis, Jacob’s Creek

AO Aces   Clear digital & social strategy

(with marketing strategy)   Well resourced internally   Organised!   High level of engagement with

audience   Made effective use of multiple

platforms/channels   Worked in sync (internally and front-facing)   Consistent branding   Leveraged sponsor relationships to benefit both parties   Creative, original, genuine, listen/respond

= a brilliantly engaging & informative digital / social presence!

Your checklist   Get internal team on board   Understand who you are as a brand, how you’re perceived, &

how you want to be perceived   Understand your audience (use data)   Review your social activity to date   Review your SEO program   Define your social goals moving forward   Forget -> increase of followers and fans   Focus on -> engagement, conversion, community

http://mashable.com/2012/12/07/corporate-social-media-marketing/

Grassroots Social Media: ‘Social Media Marketing: Without a

budget but with integrity’

with Tamsien West @TamsienWest

#GGDMelb

Social Media: Without a budget, with

integrity

Building a sustainable, engaged community in both the online

& offline spaces.

Purpose, Passion & People   Know your community   Grow your community   Reward your community

Background & Context

Know your community

  Key to knowing your community is knowing yourself   Know your purpose, state it clearly and often

  Which channels do they use daily/weekly?   Why do they engage with your brand?   How do they engage with your brand?

Know your community

Know your community   Never stop learning, there are always new insights to gain

Words of wisdom: You don’t need to be on every channel, just the same one as your

community

Grow your community

  Gather information about current status

  Set clear goals   Make a structured

plan   Monitor success   Gather relevant data   Re-evaluate   Repeat

Grow your community Multiple sets of analytics are essential

Grow your community Don’t forget ‘hidden’ metrics

Grow your community Build partnerships

Grow your community   Share engaging content   Refine posts to suit the

channel   Bonus points if content

is user generated   Double bonus points if

cats are involved

Reward your community Share your wins (and their wins too)

Reward your community (Just remember to ask

permission first)

Reward your community

Bonus: Engage your community   Combine: knowing, growing & rewarding

Purpose, Passion & People

  Know your community   Grow your community   Reward your community

Personal Social Media: 'How To Make Yourself’

with Jess Genevieve Brown @jessgenevieve

#GGDMelb

Personal  Social  Media  Jess  Genevieve  Brown  

@JessGenevieve  

www.makingjgb.com  

www.facebook.com/MakingJGB  

Ambient  Awareness  

A  new  form  of  peripheral  awareness.  This  awareness  is  propagated  from  relaBvely  constant  contact  with  one’s  friends  and  

colleagues  via  social  networking  plaForms  on  the  internet.  The  term  essenBally  defines  the  

sort  of  omnipresent  knowledge  one  experiences  by  being  a  regular  user  of  these  media  outlets  that  allow  a  constant  connecBon  with  one’s  

social  circle.    

Personal  Life  Updates  

Personal  Life  in  Private  Networks  

vs.  

Personal  Life  in  Public  Forums  

What  is  considered  too  personal?  

Tips  

•  Don’t  post  for  no  reason.  •  Be  mindful  of  emoBonal  posBng.  

•  Don’t  make  personal  conversaBons  public  conversaBons.    

•  Be  mindful  of  career  limiBng  maneuvers  

•  Be  mindful  of  white  lies  

•  Be  mindful  of  3rd  Party  ApplicaBons  

Content  Sharing  

Make  Your  Own  Content!  

Create  wriUen  content  (blogs)  or  video  content:  

–  Tutorials/How  Tos  –  CreaBve  Pieces  –  Opinion  Pieces  –  Reviews  

–  Feature  Pieces  

Share  

•  What  you  know  (experBse,  skills)  

•  What  you’re  learning  (course,  workshop)  

•  What  you’re  reading  (book  review,  summary)  

•  What  you’re  watching  (reviews,  opinion  pieces)  

•  What  you’re  experiencing  (life  moments,  travel)  

•  What  you’re  doing  (how  you’re  applying  yourself,  events  you’re  aUending)  

Transfer  of  InformaBon  

Create  a  PorFolio  of  Personal  Content  

Determine  your  personal  and  professional  goals.  

Work  on  projects  that  apply  the  skills  you  want  to  develop.  

Set  a  challenge  to  complete  a  project  and  share  this  challenge  with  your  social  networks  for  support.  

Projects  

•  Want  to  be  a  writer?  Write  a  short  story.    •  Want  to  be  an  editor?  Edit  a  short  film.    

•  Want  to  work  in  sound  producBon?  Find  a  Youtube  video  and  cut  it  with  a  new  soundtrack.    

•  Want  to  be  a  video  journalist?  Go  out  and  film  yourself  covering  a  news  piece.    

•  Want  to  host  a  tech  web  series?  DIY!  

Why  Every  Freelancer  Should  Work  For  Free  

CVs  are  a  thing  of  the  past!  

We  live  in  a  day  and  age  of  doing  and  showing.    

We  have  the  tools  to  show  off  what  we’re  doing.  

If  you  want  experience,  show  people  that  you’re  commiUed  to  working  towards  it  yourself.    

Networking  leads  to  creaBng  opportuniBes.  Go  out  there  and  meet  people  in  person  so  that  they  can  then  follow  

and  get  to  know  you  through  ambient  awareness.    

In  Conclusion  

By  leveraging  your  personal  brand  through  social  media,  you  have  the  ability  to  share  not  only  your  individuality  and  personal  skills  but  also  your  hard  work,  your  drive  and  your  desire  to  succeed.    

Social  media  is  a  viable  tool  for  se`ng  challenges  and  showcasing  the  story    of  your  personal  and  professional  development.    

@JessGenevieve  www.makingjgb.com  

www.facebook.com/makingjgb  

Thank you for your attendance and participation!

• Stay tuned to Meetup.com for follow up email with links and slides from tonight’s workshop!

•  #GGDMelb

• Follow us on Twitter, ask questions OR come and say hello to us tonight before you leave!

Thanks  to  our  sponsors!  

Food  Sponsor   Drink  Sponsor  

Megan  Sayers  megan.sayers@envato.com  

Mark  Henrickson  mark@sideracket.com  

Venue  Sponsor