Introduction to social media course

The Six Minute StrategistBusiness Strategy, Work Smarter

© John colley 2012

http://jbdcolley.com

Introduction to Social MediaPresentation to The Recovery Career Service



© John colley 2012


Contents

Part 1 - Introduction Part 2 - A Social Media Manifesto Part 3 - Landscape Part 4 - Strategy Part 5 - RCS’s ObjectivesPart 6 - ToolsPart 7 - Tips and Tricks



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Part 1INTRODUCTION



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4 Questions



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Who are your Audience?



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Where are theyon Social Media?



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Part 2A SOCIAL MEDIA

MANIFESTO



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What is social Media?Social

InboundOnline

Connected




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How does Social

Media work?



Socialisation

Know Me

Trust Me

EvangeliseMe

Pay Me

Like Me

Find Me

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How good are your relationships?

But...You need to map this process to your network....

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Quality ofNetwork

Spectator

Activist

Evangelist

Patron

Pedestrian

Absentee

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6 PSTHE OLD LANGUAGE OF

MARKETING



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PRODUCTPRICEPLACE

PROMOTIONPACKAGINGPUBLICITYNOT ENOUGH



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THE NEW LANGUAGE OF

MARKETING




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CONNECTENGAGE

ADD VALUESHARE

ENCOURAGEREFER




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This is allContentDriven




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CONTENT TEXT

AUDIOVIDEO

IMAGES




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CONTENTOWNEDEARNED

PAIDShared = Social



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COMMUNITYWHO?WHAT?

WHERE?HOW?

WHEN?



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ACCESS ANYWHEREdesktop laptoptablets

smart phonesTV



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150?



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“THE COGNITIVE LIMITTO THE NUMBER PEOPLE

WITH WHOM ONE CAN MAINTAIN STABLE SOCIAL

RELATIONSHIPS”




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COMMUNITYFANSLIKES

FOLLOWERSCONNECTIONS

FRIENDS



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Who is inYour

Tribe?



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SOCIAL MEDIAMANIFESTO



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DON’T SELLSHARE

ADD VALUE



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Part 3LANDSCAPE



The Marketing Ecosystem

http://www.mullen.com/wp-content/uploads/2009/06/Mullen_Marketing_Ecosystem.pdf© John colley 2012


http://www.mullen.com/wp-content/uploads/2009/06/Mullen_Marketing_Ecosystem.pdf




In summary...this means...


PrintExperiential

Audio/Visual

Public Relations

Out of Home

MobileDirect

MarketingLocationBased

ONLINE

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Podcasts

eCommerce

Gaming

Search

OnLineAdvertising

VideoCasting

Blogs

SocialNetworking

Email

Websites

The Online Ecosystem consists of...

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© John colley 2012


Lets look at this another way...



Expressing Networking

GamingSharing

SocialPlatforms

Lets look at these in more detail...

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Publication Discussion

Aggregation

Search Niche B2B Mobile Tools

Content

Product Place

SocialGames

CasualGames

CasualMMO MOG MMORPG

SOCIAL PLATFORMS

Expressing Networking

GamingSharing

SocialPlatforms

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ExpressionContent Creation

DiscussionWordPress Blog

Twitter



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NetworkingB2B

MobileLinkedin

Mobile Application



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SharingContentYouTubeiTunes

SlidesharePinterest



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Social PlatformsFacebookGoogle+



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What? Why?Who?

Characteristics?How?

Action?



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Lets Reorganise this to make it more useful...



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WEBSITE

NETWORKING

BLOG

IMAGES

AUDIO

VIDEO

PLATFORMS LINKEDINTWITTER

YOUTUBE

ITUNES

PINTERESTSLIDESHARE

FACEBOOKGOOGLE+



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HUB AND SPOKE



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Part 4STRATEGY



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WebsiteControl

BlogEmail List

Video and Audio



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WebsiteFunnel Strategy

CommentsCalls to ActionFree Give Away

Links



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Content CreationRepurposeEverGreen

StoriesPersonal

Publishing Strategy



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Text Strategy1.Blog Post2.Share on Linkedin, Facebook, Twitter, Google+3.Embed an Image - share on Pinterest4.Record it in audio - publish on iTunes5.Make a short Intro Video - publish on YouTube - link back to Blog post6.Create a slidedeck, publish on Slideshare, share on Linkedin, Facebook, Twitter, Google+, other platforms



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Audio Strategy

1.Record a Podcast, publish on iTunes2.Share on Linkedin, Facebook, Twitter, Google+, other platforms3.Create a blog post about it4.Embed an Image - share on Pinterest5.Make a short Intro Video - publish on YouTube - link back to Blog post and iTunes6.Create a slidedeck, publish on Slideshare, share on Linkedin, Facebook, Twitter, Google+, other platforms




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Video Strategy

1.Record a Video, publish on YouTube2.Take the Audio track, publish on iTunes3.Share on Linkedin, Facebook, Twitter, Google+, other platforms4.Create a blog post about it5.Embed an Image - share on Pinterest6.Make a short Intro Video - publish on YouTube - link back to Blog post and iTunes7.Create a video page on your website




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Image Strategy

1.Have a photo Gallery on your Website2.Publish images in blog posts3.Share images on Google+, Linkedin, Facebook4.Invite community to create images5.Share on Pinterest and Flickr and other platforms




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Search Engine OptimisationAuthority & Relevence

KeywordsOrganic or Paid

Page 1 of GoogleYouTube

Content & Links



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Part 5RCS Case Study



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RCS Message?Unique?

Interesting?Engaging?Support

InspirationConfidence




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Buyer PersonaIdentify your Customer

CelebrityBusiness OwnerC suite executive

Consultants



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problems?High staff turnover

Key defectionsLow staff morale

High recruitment costsLack of references for

candidates



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Message to PartnersBenefits of Service

PersonnelNew Team Members

TrainingQualityTalent



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“Fanatical about Talent”Short MessageOwn the Words



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Build the Networkwho do you Know

Partner TestimonialsWebinars

EventsHangoutsEmail List




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Social ProofLists of Partners

Blog RollBanner Ads

LikesShares

Comments




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Content CreationeBook

ObjectivesBenefitsStories

CommitmentCommunity



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Influencer StrategyIdentifyEngageRecruit

Klout/Peer Index




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Part 6Tools



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Email Listaweber/mailchimp

analyticscontrol

auto-respondersemail addresses



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Google AnalyticsGoogle Alerts

A/B TestGoogle Webmaster Tools



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SyndicationAutomationHootsuite

iPadioSocial Oomph

Tweetdeck



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Mobile ApplicationBespokeCostsDesign

FunctionalityApple Touch Icon



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Blog = WordpressImages = iPhone

Video = iPhone, iMoviePodcast = Samson GoMic,

Garage Band, iPadioPresentation = Screenflow,

iMovie



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Learn MoreListen to Podcasts6MS 2013 Calendar

http://jbdcolley.com/calendar(its Free, No Sign Ups)



http://jbdcolley.com/calendar

http://jbdcolley.com/calendar

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If in DoubtGoogle it

Search on YouTube



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Part 7Tips and Tricks



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Website/BlogRepurpose ContentBlog Post Schedule

Free Give AwayWork to build the List

PopUps



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TwitterAuto DM for New Follower

Auto RT for SitesSchedule Old Blog PostsKey Influencers - Mobile



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LinkedInSelect your GroupsGroups Messaging

Group SharingWatch LimitsSlideshare



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YouTubeTagging

TranscriptLead Brite Embed ToolKeep Short <3 minutes

AnnotationsCalls to Action




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Policies and Guidelines

Take Legal AdviceSpeak to other Organisations

and Companies



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Thank You...Questions?




Education

Introduction to social media course