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Social Media Workshop
Course Overview:Brief overview of the dayIntroductions Video (4mins) Social Media Revolution http://www.youtube.com/watch?v=lFZ0z5Fm-Ng
• The Social Media Model• Modern websites – features and case study• Driving traffic to websites –3 main methods• Your marketing activities• Implications for business• The Big 3 – facebook• The Big 3 – Linked In• The Big 3 – Twitter indepth• Resources• Q&A Session
Speaker Introduction
Information resource• Heritage Register• Products Directory• Event Calendar • Articles• Blogs (PB, Members news & Heritage Orgs)• News (generated from twitter)• Directory of Organisations
Our membership• Over 500 businesses listed on the website• Including contractors, craftsmen and consultants in the heritage register.• A wide range of sector professionals ranging from archaeologists to architects, blacksmiths to woodworkers.
Social Media Workshop
Introductions
Who you areWho are you representing
Why are you hereWhat would you like to go away with?
The Conversation Prism
Video
Social Media Revolution http://www.youtube.com/watch?v=lFZ0z5Fm-Ng
The Conversation Prism
Modern Websites
Modern Website Features:
• Direct Links to Social Media• Less static content and more fresh content• Ability to add fresh content. Blogs and articles etc.• Keyword rich content• Social Media sharing buttons• Ability to generate comment• RSS Feeds
Case Study:http://www.projectbook.co.uk/
RSS feeds
Really Simple Syndication (RSS)
http://www.projectbook.co.uk/go/rss_Feeds.html
http://www.google.com/ig
Driving traffic to your website
The main 3 methods: http://ow.ly/4MLmr
1. Pay per click i.e.: Google ad words (Pros and cons)
2. Search Engine Optimisation (SEO) to rank high in the natural listings
3. Social Media
The Social Media Model
A U D I E N C E O F 1 0 0 0
E N G A G E A N D E D U C A T E Y O U R A U D I E N C E
EngageTalk
InformRSS | Info | Re-tweets
Your Website New ContentBlog
ArticlesNewsEvents
Engaged50
Semi – engaged300
Not engaged – inconsistent | info resources650
AUD
IEN
CE
EngageTalk Regularly
MeetTweetup or privately
ContactDM or phone
D E V E L O P A D V O C A T E S | E N G A G E + N U R T U R E
Implications for Business
Marketing
Website
E-Marketing, Email Signature.
Directories – on and offline
Events, Exhibitions,
courses, CPD
Brochures, Answer Phone -
Call waitingBusiness Cards,
Stationary
Promotions, Sponsorship
Networking, Newsletters
Press and PR, Blog
Advertising, Telesales
The Big 3 - facebook
Case Study:
http://www.facebook.com/projectbook
Facebook - tasks
Facebook Tasks:
• Start Posting
• Promote your page
• Email and blog it
• Send updates to your fans
• Subscribe to similar fan pages and groups
• Get onto and search directories
The Big 3 – LinkedIn
Case Study:
Personal Account:http://www.linkedin.com/in/projectbook
Business Account:http://www.linkedin.com/company/projectbook.co.uk
The Big 3 – LinkedIn
LinkedIn Tasks:
• Join Linkedin
• Start Connecting to People you Know
• See your Contacts Contacts.
• Remember your contacts are People
Afternoon overview
Course Overview:
• What can you do with twitter?• Twitter who will tweet?• Twitter task• Twitter applications• Twitter terminology• Twitter: who to follow• Lets get social• 8 styles of tweets• Twitter abbreviations• Building your audience• Q and A and end
What can you do with twitter?• Breaking Boundaries• Connecting people • Building Relationships• Making Friends• Getting in touch quickly• Telling People what you’re doing• Customer Relations/ Reputation management• Brand Building• News • Promotion• Events• Being Somewhere Else• Discovering Brilliant Minds• Opinion• CrowdSourcing – Ideas – Learning – Advice – Research• Information• Collaboration
Twitter – who will tweet?
The Four Types of Twitter Profiles
1) Pure Corporate Brand http://twitter.com/#!/englishheritage Note: English Heritage employees have their own accountshttp://twitter.com/#!/EHSimonThurley 2) Corporate With Personahttp://twitter.com/#!/SPAB1877 3) Employee With Corporate Associationhttp://twitter.com/#!/johnkatcrittall 4) Pure Personal Accounthttp://twitter.com/#!/quinny105
-Each Profile Type Serves A Different Purpose-Setting guidelines-How much time should I spend tweeting?-Choose your twitter names
Who?
Who Will Represent you online?
Secretary Youngster Computer Geek
Who?
Who Will Represent your brand online?
Qualities
• Social Friendly• Trustworthy• Creative• Aware of your objectives• Can dedicate 15 – 30 mins per day (except weekends)• Will follow guidelines
Organisation Policies
http://www.ibm.com/blogs/zz/en/guidelines.html
Monitor staff
Do we need company guidelines and policies?
Example Policy
TASK:• Determining your primary objectives• Determining your target audience – Who are they?
Get started with Twitter – The basics 1. Setting up an account – the essentials2. Location: choose the nearest town or area and add UK3. Do not protect your tweets4. Bio: Should be non sales and clear about what you offer and include
info about your interests – needs to be human
www.twitter.com/projectbook
Twitter applications
Two main applications:
1) Tweet deck http://www.tweetdeck.com/
2) Hootsuite http://hootsuite.com/dashboard
Basic twitter terminology
The use of @, RT, DM & #Hashtags
@username
RT – posts a carbon copy of someone else’s tweet (it’s like an endorsement and should be of interest to your followers)
DM – direct message – like sending an email (no-one else can see) Use this for sensitive issues, sending your mobile no. Etc
#Hashtags use to promote a given subject e.g. #election
Adding links, photos and using URL shorteners
Who to follow
Four types of twitter user
• Conversational peoplehttp://twitter.com/#!/HeritageHUB • Information sourceshttp://twitter.com/#!/englishheritage• Your target audience• Sales http://twitter.com/#!/jewson
STUDY: Accounts to determine what type of twitter user they are along with how many people they follow/follow them, their biography, etc.
Finding people to follow
• Setting up twitter lists• Tracking people
Get social!
Get Social - 10 Do's and don’ts Engaging the twitter community is about being accepted as genuine, caring, authentic and interesting – it’s not about being overly controversial, negative, rude or blatantly selling, which is a sure fire way of alienating yourself. Here are 10 helpful do's and don’ts:
1. Do be honest, courteous and reply to others posts 2. Do decide how often you will tweet and be consistent3. Do take an interest in what others are talking about and comment on it4. Do show an avatar and bio – it builds trust when people can see who they're engaging with5. Do choose someone trustworthy to post tweets – they will be representing your business! 6. Don’t blatantly try to sell7. Don’t advertise for followers8. Don’t follow more people than you have followers9. Don’t witter on – no-one’s interested in verbal diarrhoea 10. Don’t moan, attack, slander or bitch about people- it’s the easiest way to lose respect
8 styles of tweets
Styles
General
Direct to someone
Start a topic of conversation
Thought leadership
Topical
Provoking
Humorous
Promotional
“Know me, like me, follow me”
Who you are determines your conversation...
Twitter abbreviations
@ Reply to [username]AFAIK As Far as I Knowb/c BecauseBFN Bye For nowBR Best RegardsBTW By the WayDM Direct Message. d username sends one.EM EmailFB FacebookFF Usually #FF for Follow Friday. #FollowFriday is supposed to work better than it does. If you #FF someone, take the characters to explain why. F2F Face To FaceFWIW For What It’s Worth HTH Hope That HelpsIMHO In My Humble OpinionIMO In My Opinion J/K Just Kidding
LI LinkedIn LMK Let Me Know LOL Laughing Out LoudOH Other HalfRE In reply to. As in, use RE for @replies on Twitter. RT RetweetTMI Too Much InformationVia “via” is not an abbreviation or acronym. It simply means that a tweet is from @username, though in some cases it may mean that it’s also an exact retweet. YW You’re WelcomeChange an and to an & sign :) :-) ;) :o)
Building your audience
1) Regularly follow people each day and talk to them as people (try not to talk too much about your business/organisation etc.)
2) When people follow you back, talk to them and start building relationships.
3) When you reach 300 - 500 followers start to talk more about your business or organisation etc.
4) Start to write and promote your events, articles, blog posts etc on your website. Make sure your content is successful at educating people about who you are and what you do. Tell a story - http://cctphotography2011.posterous.com/
5) As relationships with people build consider contacting them and attending meet ups organised by other twitterers.
Q & A
But what does that mean!?
Finish
A division of ProjectBook
CreativeComms will work with you to create an engaging online presence for your brand. Our clients range from small start up companies to charitable organisations and well known national institutions.
Services....ConsultancySocial Media ManagementPromote your EventTrainingAvailable Courses
A wide range of information & resources for the conservation restoration, care and repair ofperiod and listed buildings.
Peterborough Social Media Workshop 2011:
Facebook Page
Twitter @projectbook
LinkedIn ProjectBook group
Lets get connected
Speaker
James Mott PROJECTBOOK
FOUNDER
