Presentation to the Media Skills Network around how to socialise your brand online. The presentation gave this dynamic, smart group of media trainers a social media overview, followed by learning how to build a social media strategy, deliver kick-ass content, and finally looking at the technology and tools involved.

1. Socialising Brands Online Social Media Workshop for the Media Skills Network August 2010

3. Welcome

4. Entoure“Virtual Tour de Kids” “I’ll take on the pain, the suffering, the time away from my family, the lack of a social life – there’s no point if I’m not hurting for the kids.” – Tour de Kids blogger

5. Media140 “Future of Journalism in the Social Media Age”

6. Spinal Cord Injuries Australia“Walk On National Launch”

7. #1 of Australia’s Top 100 Most Followed PR Specialists  via QUT (Source: http://www.tweepr.com.au/top-100.html#)

8. Social media lingo

9. The art of conversation

10. Today’s session During this session, you will learn: Overview and current state of social media What is a Social Media Strategy and what kinds of content ‘Rock the Casbah’ Best tools and applications for an online presence

11. Outcomes By the end of this session, you will be able to: Understand how to produce quality Social Media strategy & content Converse with people in online communities to build excitement around brands Know which Social Media tools to use for best practice

12. What is Social Media? “Social Media is an umbrella term that defines the various activities that integrate technology, social interaction, and the construction of words, pictures, video and audio.” “Social Media is people having conversations online” http://www.wikipedia.org

13. Social Media is... Not about technology Word-of-mouth (gonedigital) Real-time Telling a story Global

14. Rules of engagement

15. Rules of engagement DO DON’T Create exclusive content Be transparent Get to know people Repurpose marketing material Be aware of privacy settings Hard sell Delete content Talk at people Repeat marketing material Forget to protect private info #deeplyofftherecord Don’t publish anything you don’t want on the front page of a newspaper!

16. Who’s who in the zoo

17. The facts Spending is up from $716M in 2008 to $3.1B by 2014 86% of marketers have increased their SM budgets in 2010 68% of small businesses will increase their SM Marketing efforts in the next year Australians spend 7 hours /month (global average 5.5 hours) 9.9M of Australia’s 22M population use SM = 41% Source: Neilsen – March 2010

18. Facebook

19. Facebook facts Facebook has 500 million active users 50% of active users log on every day 46% of users talk about or recommend products on Facebook Women users 55+ grew 175% since Sept 09 70% of Aussie mums use social networking to keep in touch Facebook’s estimated valuation is $10b

20. Personal profile Consistent with business profile Intro to other pages

21. Cause page Status update 180x240px Customisable tabs Engaged supporters Engaged network Inspiration Elevator pitch

22. Community page Created, owned & updated by community Report back on goals 520,000+ fans

23. Business page Customisable tabs For eg. entry page ‘Share’ with personal network Page analytics Promote page through adverts

24. Promote or share Create standard advert Promote page by highlighting recent posts

25. Insights Gender and age of fans Global spread Is page translated?

26. Twitter

27. Twitter facts 106 million registered users 55 million tweets per day /640 tweets per second 30,000 new sign-ups per day 55% female skew, 45% of tweeps18-34 347% increase in people accessing Twitter from their mobile Estimated valuation $1 billion Source: http://www.hubspot.com Source: website-monitoring.com

28. Twitter NEW: lists shared followers Customised background with pic / links VIP stats Lists summary Content development Business development http://www.twitter.com/

29. Advanced search Boolean logic Enter #hashtags Search by city Enter @name Search by  or 

30. Search results NEW: shows twitter profiles NEW: Retweets gets its own tab Searches for recent results NEW: Top RT Save search for later

31. Twitter lists Create own lists of favetweeps Other people’s lists TIP: Follow other people’s lists

32. Tweetdeck VIP: Settings Multiple accounts (not FB Fan page) Multimedia uploads Customised columns NEW: Send now or schedule later Best of all it’s free! http://www.tweetdeck.com/

33. Blogs Customise header Similar bio for all Twitter feed http://www.blogger.com / www.wordpress.com

34. Tumblr Geared to quickly publish multimedia to your blog Like Twitter, you follow & are followed Additional content to seed into your presence http://www.tumblr.com/

35. Google Buzz Photo streaming Hung jury: need compelling reasons to adopt new stream Repurposes Twitter content http://www.google.com/buzz

36. Flickr http://www.flickr.com/

37. YouTube Customised background image Subscribe or favourite All uploads listed http://www.youtube.com/

38. 12seconds http://12seconds.tv/

39. Audioboo http://audioboo.fm

40. Linked In Participate in discussions Status updates http://www.linkedin.com

41. Slideshare Follow Free & shared knowledge

42. Tweetmeme http://tweetmeme.com

43. Foursquare Badges Share tips Mayor info http://foursquare.com/

44. Rapportive Profile views Lift pitch Twitter stream

46. It’s not about technology

47. People are connecting online in increasing numbers

48. Keep it real & be authenticKey to success: Choose your channels, build a solid strategy and develop exciting content!

49. Conversation Authenticity Creativity Inspiration Connection

50. Strategy

51. Differences in tactics Communications Social Media Brand in control Delivers a message Repeats the message Focused on the brand Educating Organisation creates content Audience in control Part of a conversation Adapts the message Focused on the audience Influences User-created content Source: Slide 10 from ‘What’s next in new media?’ by Neil Perkin

52. About charity:water

53. Fresh backgrounds

54. Daily photos

55. Regular blogs & video

56. charity:water successes Simple: $20 = water for one person for 20 years Unique call-to-action: give up your birthday High impact branding Committed to social media strategy  global movement Network of supporters tell their stories too Celebrates individual and collective success

57. Activity

58. Content that kicks 1) Observe: What you’re doing, thinking or feeling 2) Read: Link to an interesting blog or news article 3) Watch: Post a link to a cool video 4) Events: Share a link to the next event you’re organising / will attend 5) Promote : Post a link to your blog or other resources 6) Chat: Send messages / answer questions

59. Content that kicks 7) Repeat: Reference them on Twitter or Facebook – include your opinion! 8) Question: Survey people 9) Storytell: Talk to the story behind the brand 10) Behind-the-scenes: Exclusive content for social media fans 11) Have fun: Competitions, jokes, silly photos all work

60. Tops tips A great picture tells a thousand words Give shout-outs to others Be inventive Talk to your influencers Follow new followers back Show your passion for the brand

61. Find your followers Twitter : hashtag advanced search Twitter: follow relevant Twitter lists Twitterati: http://www.twitterrati.com Tweeple: http://www.tweepr.com.au/top-100.html Twinfluencers: http://www.twinfluencers.com/au/ Twellow : http://www.twellow.com/ Listorious: http://listorious.com Tweetmeme: http://lists.tweetmeme.com/

62. BP

63. On Twitter

64. However...

65. On Facebook

66. Youtube

67. Flickr & Wikipedia

68. Brainstorm Imagine this: Head of online engagement for BP Brought on board six months after oil spill Need to reconnect with people disenfranchised with the brand, company and it’s approach.... globally Budget is no issue

69. Measurement

70. Measurement Reach: Total # of followers Profile: Who are your fans and followers? Response: Average # replies per tweet Brand Awareness: # people who reference you. Use search Grade: Overall Influence Sales Funnel: # visitors who go to your site and convert to a customer

71. Measurement tools Hubspot: www.hubspot.com & www.grader.com Facebook insights: www.facebook.com Website stats: (via Google Analytics) Trendpedia: www.trendpedia.com Tweetgrader: www.tweetgrader.com

72. Mastering the technology

73. Get down and dirty! Social networks Blogs Microblogs Photo sharing Video sharing Audio sharing Professional Social Bookmarking Location-based The latest

74. What you’ve learned Strategy: Be creative, take risks, be proactive and reactive Content: The key to success: be consistent, authentic. Technology: Master those sites that fit your strategy Stay up-to-date: new media moves fast! You’ll get out what you put in!

75. Your action plan ... and continue...

76. Further your knowledge Seth Godin Problogger Social Media Examiner Marketing Professionals SAMBA Erik Qualman http://sethgodin.typepad.com/ http://www.problogger.net/ http://www.socialmediaexaminer.com/ http://www.marketingprofs.com/ http://www.sixmonthmba.com/ http://socialnomics.net/

77. Further your knowledge Beth Kanter Neil Perkin Chris Brogan Hubspot Ittybiz Mashable http://www.bethkanter.org/ http://neilperkin.typepad.com/ http://www.chrisbrogan.com/ http://www.hubspot.com/marketing-resources/ http://ittybiz.com/ http://mashable.com/

78. Thank you Twitter: @sarallenconsult Facebook: Sarah Allen Consulting Linked In: Sarah Allen Consulting Blog: Big ideas for small business