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An introductory workshop to social media for brilliant designer and artist, Beth aka The Girl with the Curl and boutique Sydney photographer Lisa aka Lisa Pearl Photography.
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Socialising Brands OnlineSocial Media Workshop forLisa Pearl Photography & The Girl with The CurlJanuary 2011
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The Social Media Revolution
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Welcome
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Agenda
Meat & veg
Brainstorm your strategy Make content kick-ass
Overview
Who’s in the social media zoo The lingo
Introduction
What you’ll learn A brave new world
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Agenda
It’s a wrap
What have you learned? So much more
Down and dirty
Mastering the technology Processes: Plan, Schedule, Measure
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Outcomes• Social Media strategy & content • Conversations• Social Media best practice
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The art of conversation
Photo credit: http://lisapearlphoto.carbonmade.com/
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What is Social Media?“Social Media is an umbrella term that defines the various activities
that integrate technology, social interaction, and the construction of words, pictures, video and audio.”
“Social Media is people having conversations online”
http://www.wikipedia.org
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Social Media is...
Photo credit: http://lisapearlphoto.carbonmade.com/
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Who’s in control?CommunicationsBrand in controlDelivers a messageRepeats messageFocused on brandEducatingOrganisation creates content
Social MediaAudience in controlPart of a conversationAdapts messageFocused on audienceInfluencesUser-created content
Source: Slide 10 from ‘What’s next in new media?’ by Neil Perkin
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Some suggestionsUh-HUH
• Exclusive content• Transparency • Meet new people
Uh-OH
• Hard sell• Forget manners• Privacy
#deeplyofftherecordDon’t publish anything you don’t want
on the front page of a newspaper!
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Who’s who in the zoo
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Who’s Who in the ZooSocial
Networks
Blogging
Microblogging Media Sharing
ProfessionalNetworks
Entertainment & Gaming
SocialBookmarking
Location-based
User-generatedContent
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Today’s Focus
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The facts• Spending up to $3.1B by 2014• 86% marketers increased their SM budgets in 2010• 68% small businesses increasing their SM efforts• Australians spend 7 hours /month socialising online• 9.9M of Australia’s 22M population use SM
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Facebook facts • 500 million active users• 50% log on every day• 46% talk about products• Women 55+ up175% since Sept 09• Facebook’s estimated valuation is $50b
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Twitter facts• 106 million registered users• 55 million tweets per day /640 tweets per second• 30,000 new sign-ups per day• 55% female skew, 45% of tweeps 18-34• 347% increase in mobile access• Estimated valuation à $1bSource: http://www.hubspot.comSource: website-monitoring.com
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Importance of socialising online• It’s an attention economy• It’s not about technology• Keep it real & be authentic
Choose your channels, be strategic and develop exciting content!
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About charity:water
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Fresh backgrounds
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Daily photos
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Regular blogs & video
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Social media lingo
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Next: Strategy + Content
Illustration credit: http://www.thegirlwiththecurl.com/
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Building a Social Media Strategy
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Girl with the Curl
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+Illustration credit: http://www.thegirlwiththecurl.com/Photo credit: http://lisapearlphoto.carbonmade.com/
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Lisa Pearl Photography
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Photo credit: http://lisapearlphoto.carbonmade.com/
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Strategy
Social Media
Strategy
USP
Objectives
Audience
Channels
VoiceContent
Tactics
Measurement
Policy
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Activity – list objectives and channels• Write down your social media objectives• Write down your social media channels
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Creating Kick-Ass Content
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Content that kicks1) Observe: What you’re doing, thinking or feeling2) Read: Link to a blog or article3) Watch: Link to a video or a picture4) Events: Link to an upcoming event5) Promote : Link to your blog or website6) Chat: Talk, ask / answer questions – be inventive
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Content that kicks7) Repeat: Retweet or give a shout out to someone8) Question: Crowdsource ideas9) Storytell: What’s the story and passion behind your brand10) Behind-the-scenes: Exclusive content is highly valued11) Have fun: Competitions, jokes, silly photos
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Activity – brainstorm kick-ass content• Write out three ways to activate each of your social media
objectives. Group them by topic.• Write out three examples of content you can create to
promote your brand and socialise online
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Activity – collate kick-ass content• Let’s turn some content ideas into reality. Take three examples
of content, flesh them out by research or gathering resources, and collate them in a word document!
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Activity – develop a unique voice• Think about how you want to portray your brand in social
media. What’s your ‘online voice’ like? Write out some keywords and phrases to capture it.
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Activity – plan your social calendar• Let’s whiteboard it! Using your content ideas and media
channels, we will draw up a week and create a social media schedule for your business
• If you want, you can put reminders into your phone J
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Activity – create & upload with iPhone• Video piece to camera• Video chat• Audio blog• Foursquare• Photos
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Activity – targeting • Map your target network and put some of these people on a
Twitter list!
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Measurement
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Activity – measurement• Facebook insights• Twitter, Tweetstats• Grader.com (Facebook, Twitter, Website, blog, Foursquare)
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Master the technology
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Let’s get down!• Facebook biz page• Twitter• Photo sharing• Linked In• Foursquare
• Hootsuite• Tweetdeck• Mobile-based apps
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Personal profile
Consistent with business profile
Intro to other pages
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Cause page180x240px
Elevator pitch
Status update
Customisable tabs
Engaged supporters
Engaged network
Inspiration
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Community page
Report back on goals
Created, owned &updated by community
520,000+fans
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Business pageCustomisable tabsFor eg. entry page
‘Share’ withpersonal network
Promote page through adverts
Page analytics
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Ads on Facebook
Create standard advert
Promote page byhighlighting recent posts
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Insights
Gender and age of fans
Is page translated?Global spread
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Customised background with pic / links
NEW: lists shared followers
VIP stats
Lists summary
Contentdevelopment
Businessdevelopment
http://www.twitter.com/
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Twitter listsCreate own lists of fave tweepsOther people’s lists
TIP:Follow other people’s lists
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Advanced search
Enter @name
Boolean logic
Search by J or L
Search by city
Enter #hashtags
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Search resultsNEW: shows twitter profiles
Searches for recent results Save search
for later
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Tweetdeck
Customisedcolumns
Multimedia uploads
Multiple accounts(not FB Fan page)
NEW: Send now or schedule later
Best of allit’s free!
VIP: Settings
http://www.tweetdeck.com/
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Linked In
http://www.linkedin.com
Status updates
Participate in discussions
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Foursquare
http://foursquare.com/
Mayor info
Badges
Share tips
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Flickr
http://www.flickr.com/
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Audioboo
http://audioboo.fm
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YouTube
http://www.youtube.com/
Customised background image
Subscribe or favourite
All uploadslisted
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What you’ve learned• Strategy: Be creative, take risks, be proactive and reactive• Content: The key to success: be consistent, authentic. • Technology: Master those sites that fit your strategy • Stay up-to-date: new media moves fast!
You’ll get out what you put in!
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Your action plan
... and continue...
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Further your knowledge• Seth Godin• Problogger• Social Media Examiner• SAMBA
• Beth Kanter• Chris Brogan• Mashable
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Thank youTwitter: @sarallenconsultFacebook: Sarah Allen ConsultingLinked In: Sarah Allen ConsultingBlog: Big ideas for small business
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