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Social Media Masterclass
Phil Blything
Background
Context
• Rise of Digital• Ubiquitous broadband – “Always On”• Search empowered users• Decline of newspaper and print media• Entry of Gen X, Y, Z• Google £26bn / year• Declining offline ad revenue
What does all that mean?
We’re wired
• We’re empowered• We’re managing bigger social networks• We can “push” or “pull” information• Information “wants” to be free
The story...
• Facemash – Hot & Not, Dumped!• Zuckerberg hacks Harvard• Half of Harvard registered within a month• Hired Help
• Growth through Universities, Schools• Opened to anyone over 13• VC Funding - $0.5m, 12.7m, 27.5m• News Corp buys Myspace for $580m• ConnectU Lawsuit - $61m• Facebook Valued at £5bn• September 2009 “Cash flow positive”• Zuckerberg net worth $2bn
“I'm a little intoxicated, not gonna lie. So what if it's
not even 10 p.m. and it's a Tuesday night? What? The Kirkland [dorm] facebook is open on my desktop and some of these people have pretty horrendous facebook pics.
I almost want to put some of these faces next to pictures of farm animals and have people vote on which is more attractive.—9:48 pm
Yea, it's on. I'm not exactly sure how the farm animals are going to fit into this whole thing (you can't really ever be sure with farm animals . . .), but I like the idea of comparing two people together.
”—11:09 pm
Let the hacking begin.—12:58 am
Mark Zuckerberg - October 28, 2003
Facebook is big
• 500m + active users• 50% log on in any given day• Fastest growth is 35 years and older
• More than 8 billion mins spent on Facebook each day• More than 45 million status updates each day• More than 2 billion photos uploaded to the site each month• More than 14 million videos uploaded each month• More than 3 million events created each month
Facebook in a Business Context
• Growing your network• Managing your network• Building relationships• Research & Intelligence• PR and Promotions• Viral Marketing• Generating Web Traffic• Managing Events
Dual role / Risks
Managing Risk
• Don't post anything you wouldn't say loudly in a crowded networking situation
• Remove comments posted by others which could cause risk• Consider raising your privacy settings• Be careful with the information you disclose• Be considerate of others• Be careful about mixing business with pleasure!
Principles / Tips
• Decide whether it’s right for you• Get a strategy• Know your objectives• Set limits• Remember, you’re in public!• Build relationships• Use the newsfeed but don't spam it
Practical How-To
Main Features
•The Profile Page•The Newsfeed•Status Updates•Friends
Groups
•Opt In•500 Friend Cap•Send emails to members•Ability to administer members•Extension of admins personal actions•Groups cannot host applications•Can create events•Not Indexed by search engines
http://www.wikihow.com/Create-a-New-Facebook-Grouphttp://www.facebook.com/groups/create.php
Pages
•Fan Pages•Suited to brands / businesses / celebs•Asymmetric•No upper limit on fans•Updates rather than email•Very similar to profiles•Pages can host application•Can create events•Indexed by search engines
http://www.facebook.com/advertising/?pageshttp://www.facebook.com/pages/create.php
Events
•Open, Closed and Secret•Good for managing bookings•Good for promoting virally•Doesn't support recurring events•Doesn't support ticket sales (*eventbrite)
http://www.facebook.com/help.php?page=828
Ad System
• Precise demographic control• Very good for local targeting• Attach social actions to ads• Pay Per Click or Per Impression• Real Time Reporting
Apps / Applications
• Over 350,000 Active applications• Majority are “Just for Fun”• Spread virally• +ve or –ve brand impact
http://www.facebook.com/apps/directory.php
Case Studies
Sophie Green - Artist
• Be clear about your goal• Be careful not to waste time• Drive awareness• Useful tools• Stay on message• Always link• Join groups and be sociable!
www.sophie-green.com/
David Parrish- Business Advisor
• Focus• Avoid negative PR• Brand vs Person• Cross Promotion• Useful Content• Little and Often• Passion
www.davidparrish.comwww.creative-enterprise-network.comwww.tss-networks.com
Analytics
Sophie-green.com – Traffic from Facebook
The story...
• LinkedIn founded ’02 by Reid Hoffman• Sequoia invest $4.7m• First premium service, LinkedIn Jobs Launches• Subscription service launched• Cash positive• 1m Members, Oct ’07• London office launched• LinkedIn en Espanol• VC Funding 4.7m 10m 12.8m 53m 22.7m (103m)
• 50m members
“before you turn 25, your social needs
tend to be in the foreground. You want to be cool, express yourself, focus on your friends. I am in my late 30s. I am married and have two kids. My social needs aren't that great. My professional needs are in the foreground.
”Konstantin Guerike LinkedIn Co Founder
LinkedIn is the Business
• Designed for business• Purely business networking• Very responsive• Based on professional credibility• Relatively high signal to noise ratio
LinkedIn – Business Uses
• Growing your network• Managing your network• Building your profile and credibility• Building relationships• Research & Intelligence• Business Development• Generating Web Traffic• Managing Events• Jobhunting• Recruiting
Managing Risk
• Don't post anything you wouldn't say loudly in a crowded networking situation
• Be careful with the information you disclose• Be considerate of others• Be careful about mixing business with pleasure!• Remember, it all gets indexed!• Few privacy settings
Principles / Tips
• Decide whether it’s right for you• Get a strategy• Know your objectives• Set limits• Remember, you’re in public!• Build relationships• Explore and contribute to groups
Practical How-To
www.linkedin.com
Main Features
•The Profile Page•The Newsfeed•Contacts / Connections•Applications•Groups•Answers•Events
Updating your Profile
Updating your Profile
Groups
•Easy and quick to setup•Take time to maintain•This is where the interaction happens•Discussions•Digest email•You get out what you put in
Groups – creating a group
Groups – my groups
Groups - settings
Groups – email digest
Searching – advanced search
Searching – find job role
Searching – get introduced
Jobs– searching
Jobs– advertising
Contacts & Connections
Contacts & Connections
Contacts & Connections
LinkedIn Questions
Tips
• Understand where LinkedIn fits• Growing your network is a habit• Add contacts but do it meaningfully• Get involved• Invest (a little) time in your profile• Search• Build relationships!
The story...
• Odeo Podcasting – Daylong brainstorming• Founded March 2006 – Dorsey, Stone and Williams
• “Status”• twittr• Prototype for Odeo employees• Public release July 2006• SXSW – 60” screens treble usage• VC Funding - $155m• Twitter hacked – forecasts leaked• Q4 projected revenue $4m• Barack Obama campaign & Mumbai
attacks
What's the point of twitter
?
Why not ask Twitter?
bubblino
#iranelection
#iranelection
#obama
#obama
crane
The Crane
The Crane
The Crane
The Crane
The Crane
stilldontgetit
I still don’t get it!
140char
140 characters is very significant. It forces brevity. It's perfect for making sure people get to the point, breaking news and sharing links
bandwidthofattention
Communications Spectrum
growth
Reasons for growth
• Open API• Deliberate brevity• Asymmetric – one to many• Geek community• Celeb adoption• Social networking• Now where?
businessuses
Twitter in a Business Context
• Gathering intelligence• Growing your network• Managing your network• Building relationships• PR, Promotions and Competitions• Viral Marketing• Receiving praise and complaints• Recruiting• Generating Traffic, Interest and Action• Humanising business• Personal branding
risk
Managing Risk
• Don't post anything you wouldn't say loudly in a crowded networking situation
• Designate responsibility clearly• Who owns the account?• Get a policy in place and stick to it• Be careful with the information you disclose• Be considerate of others• Be careful about mixing business with pleasure!• Landgrab for account names
tips
Principles / Tips
• Decide whether it’s right for you• Get a strategy• Know your objectives• Set limits• Remember, you’re in public!• Build relationships• Signal to Noise ratio
howto
Practical How-To
rt
@Messaging
#hashtag
Following People
trending
Retweeting
@msg
#Hashtagging
following
Trending Topics
#ff
#FollowFriday, #FF
clients
Twitter Clients
• #1 Tweetdeck• #2 Tweetie• #3 Twitterfeed• Destroy Twitter• Twibble• Twidroid
Reasons client
Reasons to use a client
• Personal preference• Interface• Managing multiple accounts• Retweeting
Case Studies
brew
Brew Tea Bar
Lcc
Liverpool Chamber
Socmed
General Conclusions
Other Social Media
Types Facebook Great for managing and growing a large contact list, keeping up with business gossip and organising events.
Twitter Immediate, good for disseminating short, time sensitive snips of info.
LinkedIN Good for looking up specific contacts you might need and finding people who can introduce you.
Flickr Very busy, source of traffic for anyone with good images.
YouTube Great for “narrowcasting” presentations
MySpace Good for Bands / Musos / Clubs
Wider Context - Digital Marketing
• Social Media• Websites• Email Marketing• Mobile Marketing• Search Marketing / Optimisation• Paid Search / Pay Per Click• Metrics & Analytics• Conversion Optimisation
Conclusion
• Is it for you?• Write down a strategy• Understand and manage risk effectively• Put in appropriate effort / time• Build relationships• Don't be part of the noise!• Measure & Improve
Social Networking Strategy
Strategy Development
• Goals / Desired Outcomes• Risks• Opportunities• Appropriate Social Networks• Staff / Stakeholders
