A Speed of Light Tour of Social Media's Trickiest Tools... and how to decide where to put your efforts. Pemberton and District Library social media sessions, Nov-Dec 2012

1. The Social Media Sessions
A Speed of Light Tour of Social Media’s Trickiest Tools
November 14, 2012 ~ Pemberton & District Public Library, With Lisa Richardson
Infographic: Http://www.fastcompany.com/3000050/rules-social-media
Wednesday, November 14, 2012

2. Social Media Sessions
✤ Integrated Social Media : Top 6
Tools (November 14)
✤ Twitter (November 28)
✤ Blogging (December 12)
Wednesday, November 14, 2012

3. Integrated Social Media
✤ Overview ✤ Don’t forget the rest:
✤ How Can Social Media Help ✤ Traditional marketing/outreach
You tools: email, direct mail, posters,
brochures, print ads, advertorials,
Earned Media, press releases, video,
✤ What’s the right tool? Top website, calendar, memberships and
clubs, networking events, speaking
Picks: gigs, sandwich boards, roundabout,
public noticeboards
✤ Facebook
✤ Testimonials: yelp, tripadvisor etc,
About.me, Pitchengine
✤ LinkedIn
✤ Instagram
✤ Let’s Get Deeper:
✤ Blogs
✤ Pinterest
✤ Twitter (+ Hootsuite)
✤ Tumblr
Wednesday, November 14, 2012

4. What is Social Media?
in the hands
of the people
SOCIAL
MEDIA
methods of
communication
Wednesday, November 14, 2012

5. 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
Wednesday, November 14, 2012

6. The Spectrum
✤ What’s your current skill-
set/comfort level with
Social Media:
Nincompoop to Ninja
✤ What’s your interest in
Social Media: Social to
Strategic
✤ How many people do you
imagine connecting with?
Niche to Mainstream,
Personal to Public
Wednesday, November 14, 2012

7. 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
Wednesday, November 14, 2012

8. The Rules
✤ There are no rules.
(There are some best practices,
guidelines and good ideas,
though.
Wednesday, November 14, 2012

9. The Guidelines
✤ There is no CTRL-Z. You can’t 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.
Wednesday, November 14, 2012

10. 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?)
Wednesday, November 14, 2012

11. Facebook
✤ the dominant global social networking site (800
million active users)
✤ good for individuals, artists, small business,
organisations, clubs, government
✤ Best In District: Lil’wat Nation page,
Pemberton group, Pemberton Multicultural Text
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)
✤ Recommendations:
✤ Everyone should have a facebook page, because it’s 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.
Wednesday, November 14, 2012

12. LinkedIn
✤ 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
✤ Don’t leave it until you’re 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.
Wednesday, November 14, 2012

13. Pinterest
✤ 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
✤ 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
Wednesday, November 14, 2012

14. Instagram
✤ 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
Whistler’s #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
✤ -- won’t single-handedly build brand
traction, will make you even more
dependent on your iPhone
✤ 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.
Wednesday, November 14, 2012

15. Tumblr
✤ a microblogging (and social networking) site
that allows you to publish/share content, and
follow other people’s feeds (over 77 million
blogs)
✤ good for photographers, athletes, seekers and
sharers of creative inspiration, students,
✤ Examples: Lil’wat 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
✤ --
Wednesday, November 14, 2012

16. 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
Wednesday, November 14, 2012

17. 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
Wednesday, November 14, 2012

18. Recap: Why bother?
✤ It’s fun.
✤ It’s creative, inspiring, stimulating, engaging.
✤ It’s 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.
Wednesday, November 14, 2012

19. Coming Up: Blogging + Twitter
✤ If you’re planning on coming to the next 2 sessions, let me know
some of the questions you’d 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/
Wednesday, November 14, 2012

20. Questions?
✤ Review the presentation at http://lisarichardsonbylines.com/the-
presentation-room/
✤ Email lisarichardson@telus.net, or tweet questions to @pembygrl
with #SoMeSessions
✤ Dangerous ideas: Tweet-Up. 30 Day Blogger Challenge. Guest
Bloggers invited at Winds of Change Wellness Almanac.
Wednesday, November 14, 2012