Intro to Social Media for Lisa Pearl and The Girl with the Curl slideshare

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

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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

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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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Twitter

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