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Documentation of an AGDA Professional Practice Workshop: Building Your Digital Presence - and taking social media to a different level. http://nsw.agda.com.au/events/1019/building-your-digital-presence---professional-practice-workshop Held on April 20, 2013 in Sydney by myself and Job Christensen, co-founder of agency Mentally Friendly and Tractor Design School
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CON.TENT // A PROFESSIONAL PRACTICE WORKSHOP
Tim BuesingTimB @ Reactive.com / Adverblog.com / AusInFront.com
Jon ChristensenJon @ MentallyFriendly.com / TractorDesignSchool.com
CON.TENT // A PROFESSIONAL PRACTICE WORKSHOP
AgendaThe social difference between yourself and your companyYour positioning, messages and goalsYour hopefully ‘interesting’ websiteSocial media formats and examplesManaging, reporting and insightsRefining your messages and goals
CON.TENT // A PROFESSIONAL PRACTICE WORKSHOP
CON.TENT // A PROFESSIONAL PRACTICE WORKSHOP
CON.TENT // A PROFESSIONAL PRACTICE WORKSHOP
• Intranet delivers value:
• internally: idea generation, training, efficiencies, productivity, content production
• externally: thought leadership, product innovation, publishing
• social media content and properties deliver value:
• internally: recruitment/retainment/cohesion of own employees
• externally: awareness, consideration, contact frequency and loyalty among clients
WEBSITE INTRANETSOCIAL
CON.TENT // A PROFESSIONAL PRACTICE WORKSHOP
• Social Media for you (your personal brand):
• authentic, credible, idiosyncratic, personal
• Social Media for your company (your real brand):
• professional, consistent tone, valuable, responsible, networked
AGENCYSOCIAL
YOUSOCIAL
CON.TENT // A PROFESSIONAL PRACTICE WORKSHOP
Positioning & Messaging
• What do you stand for in the creative market? And what is your message? Who do you want to talk to and why? What would they find interesting about your activity?
• the answers will give you clarity over what to write, share, post, follow, curate
• It will also help you decide what NOT to cover (nobody has time for everything).
• it will also make the value clear to your potential followers and audience.
• and it will help you make tactical decisions, which format(s) will be right for your content
CON.TENT // A PROFESSIONAL PRACTICE WORKSHOP
Goals & KPIs
• Thousands of followers might be nice but what if your real audience (e.g. local art directors and art buyers in ad agencies) consist of only 200 people? Wouldn’t speaking to 50 of them be a success for you?
• Setting yourself goals and KPIs will help avoid frustration. Set yourself an easy target first (e.g. get X shares on my Y posts in Z weeks) and take it upwards from there.
• Having those KPIs will also help you evaluate what you are doing after a certain period.If one channel isn’t working, maybe it’s time to change tact, content, tone, frequency?
CON.TENT // A PROFESSIONAL PRACTICE WORKSHOP
Website & Content
• How interestig is your site now and why? How could it be even more interesting, fresh, alive?
• Is the work up to date? Do you give insights into your practice, look behind the scenes, show rough ideas?
• Do you exhibit your network, reach out, say thanks?
• Can you swap content and links, thereby expanding your reach?
CON.TENT // A PROFESSIONAL PRACTICE WORKSHOP
Your Action PointsWhat would you add or change tomorrow?
• Make a plan. What sort of content can you produce or search/curate about right now?
CON.TENT // A PROFESSIONAL PRACTICE WORKSHOP
Your Social FormatsAll you can eat? All you can manage? What fits?
• Often people are overwhelmed with the choices.
• Most of the social media sites are “free” (You are paying with the data that these companies make money out of). Or they have low priced premium accounts.
• But choosing e.g. Vine because it is the latest online craze is not the answer. Does the service strategically fit into what you want to say? Are the right people using it? Can you produce something interesting on it?
CON.TENT // A PROFESSIONAL PRACTICE WORKSHOP
http://www.facebook.com/adverblog
Text
http://www.facebook.com/adverblog
CON.TENT // A PROFESSIONAL PRACTICE WORKSHOP
http://www.twitter.com/ausinfront
https://twitter.com/resn_has_no_i
CON.TENT // A PROFESSIONAL PRACTICE WORKSHOP
http://www.linkedin.com/company/225538?trk=tyah
CON.TENT // A PROFESSIONAL PRACTICE WORKSHOP
CON.TENT // A PROFESSIONAL PRACTICE WORKSHOP
http://www.slideshare.net/reactivemedia/perspectives-2012-12612820
CON.TENT // A PROFESSIONAL PRACTICE WORKSHOP
www.thedigitalage.com
CON.TENT // A PROFESSIONAL PRACTICE WORKSHOP
http://instagram.com/WiedenKennedy
CON.TENT // A PROFESSIONAL PRACTICE WORKSHOP
CON.TENT // A PROFESSIONAL PRACTICE WORKSHOP
CON.TENT // A PROFESSIONAL PRACTICE WORKSHOP
Social Media PlanWhat to do when?
• Have a roadmap so you don’t lose steam along the way. Share the load internally
• And mix it up where appropriate.
CON.TENT // A PROFESSIONAL PRACTICE WORKSHOP
CON.TENT // A PROFESSIONAL PRACTICE WORKSHOP
AggregationHow do you bring it all together?
CON.TENT // A PROFESSIONAL PRACTICE WORKSHOP
• A professional example from XXXX : https://vimeo.com/15208835
CON.TENT // A PROFESSIONAL PRACTICE WORKSHOP
Reporting & InsightsHow do you get better and tweak your social?
CON.TENT // A PROFESSIONAL PRACTICE WORKSHOP
CON.TENT // A PROFESSIONAL PRACTICE WORKSHOP
CON.TENT // A PROFESSIONAL PRACTICE WORKSHOP
CON.TENT // A PROFESSIONAL PRACTICE WORKSHOP
Recap onThe social difference between yourself and your companyYour positioning, messages and goalsYour hopefully ‘interesting’ websiteSocial media formats and examplesManaging, reporting and insightsRefining your messages and goals
CON.TENT // A PROFESSIONAL PRACTICE WORKSHOP
Tim BuesingTimB @ Reactive.com / Adverblog.com / AusInFront.com
Jon ChristensenJon @ MentallyFriendly.com / TractorDesignSchool.com
