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A May 2013 introduction to social media for WGBH employees interested in expanding their brand's social presence. Presentation by Tory Starr and Mike Wood.
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60 Minutes: 20 PlatformsA Social Media Crash Course
+How Many Do You Know?
+Facebook: What is It?
• The world’s most popular social networking website
• Over a billion users worldwide• Age restriction (for over age 13)• Shareable elements, via “status updates”• Can be used to share, to connect, or to listen
Notifications
Status update
Newsfeed
Ads
New search
Page admins
Groups
Interest lists
Chat box
+Top WGBH Brands on Facebook
Antiques Roadshow: 332k likes
Frontline: 226k likes
Masterpiece: 202k likes
NOVA: 147k likes
This Old House: 133k likes
American Experience: 68k likes
+ WGBH Facebook Stars
+Is Your Brand a Good Fit for Facebook?
Is your brand a program or show that provides entertainment or a specific service to customers or consumers?
Ways your brand can use Facebook: Use it as a home for conversation about
your show or program Use it to promote content Use it to preview content or reward fan
behavior with exclusive content
+Other Brands that Use Facebook Well
Motorola is adding 128k fans a day
Coca-Cola is the most popular brand on Facebook, with 63 million likes.
PBS has 1.3 million likes.
Facebook shows that have the highest # “Talking About” Walking Dead (AMC) – 693k Spongebob (Nikelodeon) –
581k MTV – 565k The Simpsons (Fox) – 547k South Park (Comedy Central)
– 514k SportsCenter (ESPN) – 426k Mr. Bean – 412k The Voice (NBC) – 401k Ellen DeGeneres – 395k
+Twitter: What is It?• Real-time information network• Twitter is used in nearly every country in the
world, and is available in more than 20 languages
• 140 characters• Source for discovering news and trends, and
for sharing information• Hashtags are a way to find conversations
(example #BostonMarathon)• You don’t need to tweet to use Twitter – a large
percentage of people on Twitter just listen
Profile page
Discover trends
Find accounts/tweets
Profile info
Follow recs
Trends
ComposeNew tweets
Paid tweets
Feed
+Top WGBH Shows on Twitter
@frontlinepbs 55.6k
@novapbs 40.1k
@masterpiecepbs 39.5k
@ThisOldHouse 25.9k
@RoadshowPBS 14.2k
@pritheworld 12.2k
@AmExperiencePBS 10k
@GreaterBoston 7.5k
+Top WGBH Personalities on Twitter
@AzmatZahra 29.6k
@agolis 7.3k
@Maria_Hinojosa 6.7k
@EmilyRooneyWGBH 4k
@reillyadam 3.1k
@MarcoWerman 2.8k
@CallieCrossley 2.3k
WGBH Twitter List: https://twitter.com/torystarr3/wgbh-peeps
+Is Your Brand a Good Fit for Twitter? Ways your brand can use Twitter:
Connect consumers to your brand or show Share information with those interested in your product Gather intelligence and feedback Build relationships with fans, viewers and listeners
+Other Brands that Use Twitter Well
+Tumblr: What is It?
Tumblr is a collection of user generated blogs that usually contain photos, quotes, or short thoughts.
There are over 103 million tumblrs.
Very customizable and visual.
Easy to share and post images.
Taggable entries for searching. Like Twitter hashtags.
+Tumblr
Post text, photos and more
Recent posts by your Tumblrs or Tumblrs you are following
Your posts, your followers, Tumblrs you follow
Random image
Messages, settings, search
+WGBH Brands on Tumblr
WGBH Music http://wgbhmusic.tumblr.com/
WGBH News http://wgbhnews.tumblr.com/
WGBH Lab http://wgbhlab.tumblr.com/
Downton!http://www.tumblr.com/search/blogs?q=downton%20abb
+Is Your Brand a Good Fit for Tumblr?
Ways your brand can use Tumblr
Memes! Memes! Memes!
Visual properties – DIY, Cooking, Antiques, etc
+Other Brands that Use Tumblr Well
Entertainment Weekly
The AV Club
NBC News
+Google +: What is It?
Google’s answer to Facebook
People are grouped by circles
If you are active on Gmail, you will like this
Likes are +1s
Helps with Search and integrates with YouTube
Increased exposure for videos, page itself
+Google +
Your Gmail contacts
Hangout via webcam
Your feed. Top bar indicates filtering by circle
Recommended groups and friends
Your main options
+WGBH Brands on Google +
WGBH Archives
Downton Abbey and Masterpiece Classic
Antiques Roadshow
+Other Brands that Use Google + Well
Pepsi
Red Bull
H&M
Mashable
+Storify: What is It?• Allows you to create stories or timelines pulling in elements
from social media• Search through forms of media related to a subject or
keyword• Search platforms available: Youtube, Twitter, Instagram,
Flickr, Google, Facebook, and direct links.
+Storify
Title
Subtitle
Story elements
Story status
Social networks
Social content
+WGBH Brands using Storify
NOVA PBS – 12 stories, 25 followers
PRI’s The World – 68 stories, 9 followers
WGBH News – 21 stories, 7 followers
America’s Test Kitchen – 69 stories, 17 followers
+Is Your Brand a Good Fit for Storify?
Ways your brand can use Storify: Contextualizing your content into a coherent narrative Adding your content to a larger conversation (using both
internal and external content) Streamlining the conversation that is happening on
different social media platforms
Does your brand or program has multiple social media channels?
Does your brand/program have shows or episodes on specific subjects or beats?
+Other Brands that Use Storify Well
+Instagram: What is It?• Instagram is a smartphone app• The app allows you to take, edit, and share photos with your
friends and followers• The app allows you to follow a feed of photos by your
followers, search for people or hashtags and phrases• Filters: you can add photo borders, tilt shift blurs, auto
enhancements, and choose from a number of different filters • Once you post a photo, people can like or comment on the
photo
Likes
Comments
Caption
+WGBH Brands on Instagram
Downton Abbey Official – 990 followers
Roadshow PBS – 520 followers
PRI The World – 355 followers
Frontline PBS – 170 followers
+Is Your Brand a Good Fit for Instagram?
Visual content
Creative talent
Data visualization or infographics
Behind the scenes content
+Other Brands that Use Instagram Well
Oreo #cremethis or #cookiethis commercial
Ellen Show – 2 million followers
MTV – 1.1 million followers
Starbucks – 1 million followers
NBC News – 311k followers
+CoverItLive
Case study:
+
DIGITAL PARTNERS
+2 Years
63 Live Chats
43 Partners
+Live Chat Data
Number of Live Chats: 63
Total Page Views: 715,352
Chat Participants: 56,106
Total Comments: 6,947
Average Reader Duration: 31 mins
+Inside Japan’s Nuclear MeltdownFebruary 29th, 2012
Live Page Views:30,924
Our Partner:
+
Guest questioner Maggie Koerth-
BakerScience Editor
Film ProducerDan Edge
Live Chat Featured Guests:
+
+Live ChatInside Japan’s Nuclear Meltdown2/24/2012
Maggie Koerth-Baker: How are some of the workers you spoke to doing today, health wise? Are they as surprised to be alive as we are surprised they are alive?
Dan Edge: All the workers I met for the film are doing fine health-wise. However, almost all of them told us they expect to die of cancer over the coming decades. Also some are struggling with PTSD.
+Is Your Brand a Good Fit for CoverItLive Chats?
Do you have…
Talent, producers or talking heads that can engage deeply with the content?
Extras to tease during a live chat?
Partners interested in embedding a conversation on their site
An opportunity to provide a second screen experience during a program?
A need for live coverage but no platform?
A regular event or program?
+Reddit: What is It?
Collection of links and text posts broken into subcategories called sub-reddits.
Posts are ranked by upvotes and downvotes
“the front-page of the internet”
Source for humor, conversation, history, advice, news and more Boston Marathon bombings: Real-time updates before the news http://www.reddit.com/r/boston/comments/1cnkzq/gunshots_re
ported_at_mit_stay_away_and_stay_safe/
http://www.reddit.com/r/boston/wiki/bostonmarathon2013emergency
Your subreddits
To submit
Profile and Karma
Front page and upvotes
+WGBH Brands on Reddit
Others are posting about your shows NOVA Downton Abbey
Search for your content on Reddit
+Is Your Brand a Good Fit for Reddit?
Do not be over-promotional
Be helpful, offer inside looks at programs, AMA opportunities
Might be best left to the fans
+YouTube: What is it?
Stats
Watch
Subscriptions
Recommendations
+WGBH Brands on YouTube
WGBH Music
Antiques Roadshow
NOVA
American Experience
+Is Your Brand a Good Fit for YouTube?
Stats! Stats! STATS!
Great for press releases (embeddable)
Cross-channel posting
+Other Brands that Use YouTube Well
Conan O’Brien
NBC News
PBS
Obama
+Pinterest: What is It?
• Online pinboard• Completely visual social bookmarking site• Each bookmark is called a pin• When you share someone else’s pin, it’s a
repin• Group pins together on boards or pinboards• Share images you find online or upload
images onto Pinterest• Share your pins on Facebook or Twitter
Search bar
Profile info
Account pins / boards info
Boards
Stats
Account info
+WGBH Brands on Pinterest Antiques Roadshow – 2.4k followers
Design Squad – 240 followers
Rough Cut – 50 followers
+Is Your Brand a Good Fit for Pinterest?
Ways your brand can use Pinterest Search for all Pins from your domain Contextualize content Get your fans involved Create thematic boards Resurface old content Reach new audiences
+Other Brands that Use Pinterest Well
Whole Foods – 86k followers Nytimes – 63k followers Boards are exclusively
content about fashion, food, and design
Wall Street Journal – Asked fans to create
boards inspired by Fashion Week
Chose boards to feature on their website
+GetGlue: What is It?
• TV check in app• 3 million users• Social networking for
TV fans• Check ins for shows,
movies, sports• Incentives to earn
points and virtual stickers
• Live conversation around show check-in
+GetGlue
Main feed
TV listings
Profile
Search
Activity feed
Recent check-ins
Check in
Recent show updates
Show page
+WGBH on GetGlue
Downton Abbey 287,000 check ins
American Experience Unique stickers for
Presidents series and Wild West collections
Antiques Roadshow Getglue shares photos and
other exclusive content during the show
+Is Your Brand a Good Fit for GetGlue?
Ways your brand can use GetGlue Offer incentives to check in Generate live conversation around
your content Offer audiences a way to review your show Cross promotion and sponsorship Contests and sweepstakes
+Other Brands that Use GetGlue Well
+StumbleUpon: What is It?
Using this, you can stumble upon random websites
Way to share webpages, subscribe to content lists (like reddit)
Page within a page Can comment, save to lists, share
Thumbs up or down (like Pandora)
+StumbleUpon
Recommended Websites based on your interests
Trending topics, listsProfile, history
+LinkedIn: What is It?
Social network for careers
Get connected with colleagues, industry, companies
Collect recommendations
Tie-in other social media accounts (Twitter)
Communicate organization goals
Recruiting
Updates including Jobs
How you’re connected to WGBH
Job openings
+WGBH Brands on LinkedIn
WGBH/WGBH Employees
+Other Brands that Use LinkedIn Well
PBS
Sesame Workshop
+Foursquare: What is It?
Search
Stalk your friends!
Suggestions
Check-in system with rewards (mayor)
+Other Brands that Use Foursquare Well
Boston.com
+SoundCloud: What is It?
• Sharing network for music and sound (a “Youtube for audio”)
• 30 million registered users• Embeddable player• Allows for “timed” comments, or comments in specific
parts of the track• Social media sharing buttons built into the player• Offers stats for plays• Advanced search functions
+SoundCloud
Search bar
Sound stream
Profile
Profile stats
Account info
Upload
Plays
Followers
Sets
+WGBH Brands on SoundCloud
The World – 46.7k followers
Innovation Hub – 41k followers
The Takeaway – 37.5k followers
PBS Frontline – 12.7k
WGBH News – 30 followers
WGBH Classical – 20 followers
+Is Your Brand a Good Fit for SoundCloud?
Ways your brand can use SoundCloud Distribute sound from your program or show Distribute bonus audio clips Feature behind the scenes audio Feature Q&As with talent Create a podcast Encourage people to engage in real time, with timed
comments Feature music from your show / program
+RebelMouse: What is It?
• A social media “front page”• Creates a website with content you share• Connect your social networks (Facebook,
Twitter, Pinterest, Tumblr, Instagram)• Embeddable on your blog or site
+RebelMouse
Shareable elements
Social plugins
Title
Sub-navs
Page info
Add content
+WGBH Brands on RebelMouse
+Is Your Brand a Good Fit for RebelMouse?
Do you have content spread across social networks?
Do you have themed social content that you want to group together?
Do you have calls to actions or “asks” to your listeners/viewers/fans?
Ways your brand can use RebelMouse Embed pages in your website Use as a home for audience reaction or comments Show off fan comments, tweets and posts Use it as a hub for an event or premiere
+Other Brands that Use RebelMouse Well
PBS NewsHour asked viewers to share their memories of the Civil Rights movement
Time’s 100 most influential people - “Your Social Reaction to TIME 100”
+Digg: What is It?
“What the internet is talking about”
Like Stumbleupon had a kid with Pinterest
+Digg
+Questions?
What Social Media platforms are we missing? What do you want to know more about?
Tory Starr, The World @[email protected]
Mike Wood, National Marketing @[email protected]
