social media masterclass
DESCRIPTION
Social Media Masterclass. Phil Blything. Background. Context. Rise of Digital Ubiquitous broadband – “Always On” Search empowered users Decline of newspaper and print media Entry of Gen X, Y, Z Google £26bn / year Declining offline ad revenue. What does all that mean?. We’re wired. - PowerPoint PPT PresentationTRANSCRIPT
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Social Media Masterclass
Phil Blything
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Background
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Context
• Rise of Digital• Ubiquitous broadband – “Always On”• Search empowered users• Decline of newspaper and print media• Entry of Gen X, Y, Z• Google £26bn / year• Declining offline ad revenue
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What does all that mean?
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We’re wired
• We’re empowered• We’re managing bigger social networks• We can “push” or “pull” information• Information “wants” to be free
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The story...
• Facemash – Hot & Not, Dumped!• Zuckerberg hacks Harvard• Half of Harvard registered within a month• Hired Help
• Growth through Universities, Schools• Opened to anyone over 13• VC Funding - $0.5m, 12.7m, 27.5m• News Corp buys Myspace for $580m• ConnectU Lawsuit - $61m• Facebook Valued at £5bn• September 2009 “Cash flow positive”• Zuckerberg net worth $2bn
“I'm a little intoxicated, not gonna lie. So what if it's
not even 10 p.m. and it's a Tuesday night? What? The Kirkland [dorm] facebook is open on my desktop and some of these people have pretty horrendous facebook pics.
I almost want to put some of these faces next to pictures of farm animals and have people vote on which is more attractive.—9:48 pm
Yea, it's on. I'm not exactly sure how the farm animals are going to fit into this whole thing (you can't really ever be sure with farm animals . . .), but I like the idea of comparing two people together.
”—11:09 pm
Let the hacking begin.—12:58 am
Mark Zuckerberg - October 28, 2003
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Facebook is big
• 500m + active users• 50% log on in any given day• Fastest growth is 35 years and older
• More than 8 billion mins spent on Facebook each day• More than 45 million status updates each day• More than 2 billion photos uploaded to the site each month• More than 14 million videos uploaded each month• More than 3 million events created each month
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Facebook in a Business Context
• Growing your network• Managing your network• Building relationships• Research & Intelligence• PR and Promotions• Viral Marketing• Generating Web Traffic• Managing Events
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Dual role / Risks
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Managing Risk
• Don't post anything you wouldn't say loudly in a crowded networking situation
• Remove comments posted by others which could cause risk• Consider raising your privacy settings• Be careful with the information you disclose• Be considerate of others• Be careful about mixing business with pleasure!
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Principles / Tips
• Decide whether it’s right for you• Get a strategy• Know your objectives• Set limits• Remember, you’re in public!• Build relationships• Use the newsfeed but don't spam it
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Practical How-To
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Main Features
•The Profile Page•The Newsfeed•Status Updates•Friends
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Groups
•Opt In•500 Friend Cap•Send emails to members•Ability to administer members•Extension of admins personal actions•Groups cannot host applications•Can create events•Not Indexed by search engines
http://www.wikihow.com/Create-a-New-Facebook-Grouphttp://www.facebook.com/groups/create.php
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Pages
•Fan Pages•Suited to brands / businesses / celebs•Asymmetric•No upper limit on fans•Updates rather than email•Very similar to profiles•Pages can host application•Can create events•Indexed by search engines
http://www.facebook.com/advertising/?pageshttp://www.facebook.com/pages/create.php
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Events
•Open, Closed and Secret•Good for managing bookings•Good for promoting virally•Doesn't support recurring events•Doesn't support ticket sales (*eventbrite)
http://www.facebook.com/help.php?page=828
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Ad System
• Precise demographic control• Very good for local targeting• Attach social actions to ads• Pay Per Click or Per Impression• Real Time Reporting
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Apps / Applications
• Over 350,000 Active applications• Majority are “Just for Fun”• Spread virally• +ve or –ve brand impact
http://www.facebook.com/apps/directory.php
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Case Studies
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Sophie Green - Artist
• Be clear about your goal• Be careful not to waste time• Drive awareness• Useful tools• Stay on message• Always link• Join groups and be sociable!
www.sophie-green.com/
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David Parrish- Business Advisor
• Focus• Avoid negative PR• Brand vs Person• Cross Promotion• Useful Content• Little and Often• Passion
www.davidparrish.comwww.creative-enterprise-network.comwww.tss-networks.com
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Analytics
Sophie-green.com – Traffic from Facebook
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The story...
• LinkedIn founded ’02 by Reid Hoffman• Sequoia invest $4.7m• First premium service, LinkedIn Jobs Launches• Subscription service launched• Cash positive• 1m Members, Oct ’07• London office launched• LinkedIn en Espanol• VC Funding 4.7m 10m 12.8m 53m 22.7m (103m)
• 50m members
“before you turn 25, your social needs
tend to be in the foreground. You want to be cool, express yourself, focus on your friends. I am in my late 30s. I am married and have two kids. My social needs aren't that great. My professional needs are in the foreground.
”Konstantin Guerike LinkedIn Co Founder
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LinkedIn is the Business
• Designed for business• Purely business networking• Very responsive• Based on professional credibility• Relatively high signal to noise ratio
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LinkedIn – Business Uses
• Growing your network• Managing your network• Building your profile and credibility• Building relationships• Research & Intelligence• Business Development• Generating Web Traffic• Managing Events• Jobhunting• Recruiting
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Managing Risk
• Don't post anything you wouldn't say loudly in a crowded networking situation
• Be careful with the information you disclose• Be considerate of others• Be careful about mixing business with pleasure!• Remember, it all gets indexed!• Few privacy settings
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Principles / Tips
• Decide whether it’s right for you• Get a strategy• Know your objectives• Set limits• Remember, you’re in public!• Build relationships• Explore and contribute to groups
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Practical How-To
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www.linkedin.com
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Main Features
•The Profile Page•The Newsfeed•Contacts / Connections•Applications•Groups•Answers•Events
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Updating your Profile
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Updating your Profile
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Groups
•Easy and quick to setup•Take time to maintain•This is where the interaction happens•Discussions•Digest email•You get out what you put in
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Groups – creating a group
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Groups – my groups
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Groups - settings
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Groups – email digest
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Searching – advanced search
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Searching – find job role
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Searching – get introduced
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Jobs– searching
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Jobs– advertising
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Contacts & Connections
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Contacts & Connections
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Contacts & Connections
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LinkedIn Questions
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Tips
• Understand where LinkedIn fits• Growing your network is a habit• Add contacts but do it meaningfully• Get involved• Invest (a little) time in your profile• Search• Build relationships!
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The story...
• Odeo Podcasting – Daylong brainstorming• Founded March 2006 – Dorsey, Stone and Williams
• “Status”• twittr• Prototype for Odeo employees• Public release July 2006• SXSW – 60” screens treble usage• VC Funding - $155m• Twitter hacked – forecasts leaked• Q4 projected revenue $4m• Barack Obama campaign & Mumbai
attacks
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What's the point of twitter
?
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Why not ask Twitter?
bubblino
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#iranelection
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#iranelection
#obama
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#obama
crane
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The Crane
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The Crane
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The Crane
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The Crane
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The Crane
stilldontgetit
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I still don’t get it!
140char
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140 characters is very significant. It forces brevity. It's perfect for making sure people get to the point, breaking news and sharing links
bandwidthofattention
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Communications Spectrum
growth
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Reasons for growth
• Open API• Deliberate brevity• Asymmetric – one to many• Geek community• Celeb adoption• Social networking• Now where?
businessuses
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Twitter in a Business Context
• Gathering intelligence• Growing your network• Managing your network• Building relationships• PR, Promotions and Competitions• Viral Marketing• Receiving praise and complaints• Recruiting• Generating Traffic, Interest and Action• Humanising business• Personal branding
risk
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Managing Risk
• Don't post anything you wouldn't say loudly in a crowded networking situation
• Designate responsibility clearly• Who owns the account?• Get a policy in place and stick to it• Be careful with the information you disclose• Be considerate of others• Be careful about mixing business with pleasure!• Landgrab for account names
tips
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Principles / Tips
• Decide whether it’s right for you• Get a strategy• Know your objectives• Set limits• Remember, you’re in public!• Build relationships• Signal to Noise ratio
howto
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Practical How-To
rt
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@Messaging
#hashtag
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Following People
trending
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Retweeting
@msg
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#Hashtagging
following
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Trending Topics
#ff
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#FollowFriday, #FF
clients
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Twitter Clients
• #1 Tweetdeck• #2 Tweetie• #3 Twitterfeed• Destroy Twitter• Twibble• Twidroid
Reasons client
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Reasons to use a client
• Personal preference• Interface• Managing multiple accounts• Retweeting
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Case Studies
brew
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Brew Tea Bar
Lcc
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Liverpool Chamber
Socmed
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General Conclusions
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Other Social Media
Types Facebook Great for managing and growing a large contact list, keeping up with business gossip and organising events.
Twitter Immediate, good for disseminating short, time sensitive snips of info.
LinkedIN Good for looking up specific contacts you might need and finding people who can introduce you.
Flickr Very busy, source of traffic for anyone with good images.
YouTube Great for “narrowcasting” presentations
MySpace Good for Bands / Musos / Clubs
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Wider Context - Digital Marketing
• Social Media• Websites• Email Marketing• Mobile Marketing• Search Marketing / Optimisation• Paid Search / Pay Per Click• Metrics & Analytics• Conversion Optimisation
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Conclusion
• Is it for you?• Write down a strategy• Understand and manage risk effectively• Put in appropriate effort / time• Build relationships• Don't be part of the noise!• Measure & Improve
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Social Networking Strategy
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Strategy Development
• Goals / Desired Outcomes• Risks• Opportunities• Appropriate Social Networks• Staff / Stakeholders