The Social Media Sessions, Winter 2012

November 14, 2012 ~ Pemberton & District Public Library, With Lisa RichardsonInfographic: Http://www.fastcompany.com/3000050/rules-social-media

The Social Media SessionsA Speed of Light Tour of Social Medias Trickiest Tools

Wednesday, November 14, 2012

Social Media Sessions

Integrated Social Media : Top 6 Tools (November 14)

Twitter (November 28)

Blogging (December 12)


Integrated Social Media

Overview How Can Social Media Help You Whats the right tool? Top Picks:

Facebook LinkedIn Instagram Pinterest Tumblr

Dont forget the rest: Traditional marketing/outreach tools: email, direct mail, posters, brochures, print ads, advertorials, Earned Media, press releases, video, website, calendar, memberships and clubs, networking events, speaking gigs, sandwich boards, roundabout, public noticeboards Testimonials: yelp, tripadvisor etc, About.me, Pitchengine

Lets Get Deeper: Blogs Twitter (+ Hootsuite)


What is Social Media?

SOCIAL

MEDIA

in the hands of the people

methods of communication


What is Social Media?

A publishing revolution - free, accessible, democratic, grassroots

DIY marketing - a chance for individuals, artists, community groups, not-for-profits to reach their own audience

Pull, not push, marketing - giving power and a voice back to audiences and consumers and citizens


The Spectrum

Whats your current skill-set/comfort level with Social Media: Nincompoop to Ninja

Whats your interest in Social Media: Social to Strategic

How many people do you imagine connecting with? Niche to Mainstream, Personal to Public


What Can you build with Social Media? Buzz - increasingly the mainstream media looks to social for trends

Influence - the old gatekeepers of power are no longer

Sense of community, a virtual gathering place / commons

Networks, Friendship in your niches/interests, that transcend geography

A body of work - publish yourself

Awareness/News

A feedback loop


The Rules

There are no rules. (There are some best practices, guidelines and good ideas, though.


The Guidelines

There is no CTRL-Z. You cant undo what you have published, even if you wrote it at 3am in your underwear after drinking a bottle of wine. (Especially then.)

Play to your strengths. Choose your channel wisely, so you do what you can do well and what you can sustain.

Be smart and strategic, not scattered. Identify your goal, what you want to achieve and who you want to reach.

Experiment. Have fun. SoMe is an invitation to get creative.


Think INTEGRATION

Integrate SoMe into your strategy.

What are you trying to achieve? Who is your audience?

Embed SoMe into your brand DNA

What do you stand for? 3 key words. Values.

Integrate into your routine and daily schedule. How much time do you have to allocate to this? (Be disciplined. Be warned. It can be a huge time sink.)

Integrate various channels. (What are the various ways you spread the word, and how can you make them support each other?)


Facebook the dominant global social networking site (800

million active users)

good for individuals, artists, small business, organisations, clubs, government

Best In District: Lilwat Nation page, Pemberton group, Pemberton Multicultural Week

++ most widespread use ie biggest reach, share status updates, events

-- privacy, a publicly listed company looking to monetize esp through brand and organisation Pages and use of EdgeRank (The Onion: http://www.youtube.com/watch?v=cqggW08BWO0)

Text

Recommendations:

Everyone should have a facebook page, because its probably one of the best sources of information, but manage your privacy settings or consider using a pseudonym.

As a business, to overcome the Pages restrictions, enlist the help of key champions or individuals to help share your posts.


LinkedIn

Dont leave it until youre job-hunting to build up a LinkedIn profile and network.

Get a great headshot.

If your social networking is purely for professional purposes, use LinkedIn, instead of facebook.

a professional networking site (175 mill members)

good for professionals, contractors, entrepreneurs, small business

Examples: Roy McClean (highly recommended) vs LR (bio) vs Mo Douglas (network)

++ your online resume, grow your network, organises contacts for you, includes endorsements, testimonials, messages, link to your blog or twitter, groups

-- best for peer to peer networking, vs B2C/consumer-focussed


Pinterest

Understand the time-sink risk! Does it match your target market?

Can you communicate purely visually? Library: post new books to the collection, Slow Food Cycle: post images from event, from farms, recipes, bike culture

an online pinboard to organise and share the things you love (83% users are women, almost 25 million unique monthly visitors)

good for visual groups/brands - artists, designers, realtors, decorators, fashion, retail, recipe-sharing, crafty types (eg Pemberton Library, Slow Food Cycle, Tourism Pemberton, Pemberton Arts Council)

Examples: Pique, Choose Pemberton (board), Pemberton Distillery, Lisa Ankeny

++ personalised, thematic boards, visual, moodboards, inspiration, styling - anyone who has good photo assets, can tag/share

-- copyright issues, feed shopping/envy addiction, privacy/voyeurism, not much depth to content


Instagram

If your iPhone is your 3rd appendage, this could be the easiest channel for you

Integrate with another platform. Be sure you can sustain the appropriate volume to sustain account.

a free photo-sharing app that has become its own social network (and was bought by facebook for $1 billion in April)

good for photographers, athletes, politicians, musicians, PR people, travel/tour companies, personal

Examples: Mark Abma, Tourism Whistlers #WhistlerUnfiltered campaign, Chris_Ankeny

++ mobile-based (take photo with iPhone), beautiful filters, shares out via twitter or facebook (or tumblr or foursquare), instant/easy broadcasting of beautiful images, trending

-- wont single-handedly build brand traction, will make you even more dependent on your iPhone


Tumblr

a microblogging (and social networking) site that allows you to publish/share content, and follow other peoples feeds (over 77 million blogs)

good for photographers, athletes, seekers and sharers of creative inspiration, students,

Examples: Lilwat Nation, Dan Barham (http://tumblr.danbarham.com/)

++ a blogging platform, range of free templates (or you can buy designed ones), the ideal online scrapbook, equally good for video, photo, audio and text files

--


Blogs

online journal meets dynamic website good for anyone who:

wants to be findable by Google SEO, has content to share and/or something to say, wants to be on the radar of their community

Examples: The Wellness Almanac, Choose Pemberton, Mt Currie Coffee Co, Icecap Organics, Rootdown Organics, Gary and Zoe Martin, Paul Cumin

++ can be completely personalised/custom -- is a content heavy platform - requires content-creation heavy lifting/

dedication and some strategy


Twitter a microblog - blog/content/updates in 140 characters or

less

good for conversations, sourcing and sharing inspiration and news

Examples: Winds4Change, Roy McClean, Custom Fit Online, Tourism Pemberton, mtCurrieCoffee

++ can be integrated into a blog, serves as a great newsfeed, very timely, use lists to segment information/feeds, can integrate with facebook and publish out your facebook updates, can share photos/links/articles/video

-- is a content heavy platform - requires content-creation heavy lifting/dedication and some strategy


Recap: Why bother?

Its fun.

Its creative, inspiring, stimulating, engaging.

Its the most current and accessible tool to enable you to stay engaged and up-to-date.

It can help you achieve your personal, professional or business goals.


Coming Up: Blogging + Twitter

If youre planning on coming to the next 2 sessions, let me know some of the questions youd like to cover?

How to Write a Kick Ass Blog Post

How to Set Up a Blog Account

Do I need a Content Calendar or can I just wing it? (How Often Do I need to post)

Who to follow on twitter?

http://www.momthisishowtwitterworks.com/


Questions?

Review the presentation at http://lisarichardsonbylines.com/the-presentation-room/

Email [email protected], or tweet questions to @pembygrl with #SoMeSessions

Dangerous ideas: Tweet-Up. 30 Day Blogger Challenge. Guest Bloggers invited at Winds of Change Wellness Almanac.


Business

The Social Media Sessions, Winter 2012