Download - Introduction to social media course
The Six Minute StrategistBusiness Strategy, Work Smarter
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Introduction to Social MediaPresentation to The Recovery Career Service
© John colley 2012
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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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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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“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
The Marketing Ecosystem
http://www.mullen.com/wp-content/uploads/2009/06/Mullen_Marketing_Ecosystem.pdf© John colley 2012
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In summary...this means...
http://www.mullen.com/wp-content/uploads/2009/06/Mullen_Marketing_Ecosystem.pdf
PrintExperiential
Audio/Visual
Public Relations
Out of Home
MobileDirect
MarketingLocationBased
ONLINE
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Podcasts
eCommerce
Gaming
Search
OnLineAdvertising
VideoCasting
Blogs
SocialNetworking
Websites
The Online Ecosystem consists of...
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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
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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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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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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
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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?