Master the digital channel with the NiceWorld Social Media Workshop. Learn professional tips and techniques for the major social platforms including Facebook and Twitter. The Social Media Workshop covers strategy, tools, timing, and advanced tricks to get your message seen. Completing this workshop will qualify you for a "Social Media Expert" t-shirt or trucker cap (just kidding). Learn more at Nice World Technology Training http://niceworldtech.com - NOTE embedded links in the Slideshare do not work, to access presentation with links, please download PDF here: http://niceworldtech.com/Social-Media-Workshop-Class-One.pdf

1. Nice World Technology Training
Social Media Workshop
Class One
Facebook, Twitter and More
Instructor
Peter (NICE) Mitchell
peter@petenice.com
URL
www.niceworldtech.com
Monday, July 15, 13

2. Keeping up with social
• Social media is not a new thing
- The many to many paradigm
- The Well
• Learn how to learn
- Create a second identity
- Learn by testing
- Use multiple browsers and clear cache
• Subscribe to the right resources
- Facebook News
- Inside Facebook
- Official Twitter Blog
Monday, July 15, 13

3. Keeping up with social
Check yourself out
You may be surprised at what you’re sharing
Monday, July 15, 13

4. Facebook is changing
Advertisers want really rich
things like big pictures or
videos, and we haven’t
provided those things
historically”
- Mark Zuckerberg
New York Times,
March 2013
“
Monday, July 15, 13

5. Facebook is changing
Timeline changes - January 2013
Monday, July 15, 13

6. Facebook is changing
What are you doing? - April 2013
Monday, July 15, 13

7. Facebook is changing
Star ratings - May 2013
Monday, July 15, 13

8. Facebook is changing
Page insights - June 2013
Monday, July 15, 13

9. Facebook basics
“I already know how to post stuff on Facebook”
- Social Media Student
Monday, July 15, 13

10. Facebook basics
Tag friends and pages
Monday, July 15, 13

11. Facebook basics
Use the @ symbol to start a tag
Monday, July 15, 13

12. Facebook basics
Location location location
Monday, July 15, 13

13. Facebook basics
What are you doing? Object mapping!
Monday, July 15, 13

14. Facebook basics
I am now linked to Harry Potter for
all eternity in the social cloud
Monday, July 15, 13

15. Facebook basics
You’re all done!
or, are you?
Monday, July 15, 13

16. Facebook tips
Annotated Guide to Facebook Success
Monday, July 15, 13

17. Annotated Guide to Facebook Success
Monday, July 15, 13

18. Annotated Guide to Facebook Success
Monday, July 15, 13

19. Annotated Guide to Facebook Success
LIVE DEMO
1. Tag
2. Hash
3. URL
Let’s do this!
Monday, July 15, 13

20. Facebook pro tips
Monday, July 15, 13

21. Facebook pro tips
Use the “highlight” feature
Embiggen graphics on your wall
Monday, July 15, 13

22. Facebook pro tips
Use the “highlight” feature
BOOM!
Monday, July 15, 13

23. Facebook pro tips
Use the “highlight” feature
On mobile, not so much
Monday, July 15, 13

24. Facebook pro tips
Create image macros
“A rule or pattern that specifies
how a certain input sequence
should be mapped to an output
sequence”
- Wiki
Monday, July 15, 13

25. Facebook pro tips
Create image macros
Why your Facebook
feed is crammed with
visual gags - Slate
• Algorithym changes
• Larger display
• Meme generators
Monday, July 15, 13

26. Facebook pro tips
Tell a story with your gallery
Monday, July 15, 13

27. Facebook pro tips
Schedule a post to appear later
When?
- Saturday 12pm
- Wednesday 3pm
Monday, July 15, 13

28. Facebook pro tips
Get creative with your timeline cover
Monday, July 15, 13

29. Facebook pro tips
Monday, July 15, 13

30. Facebook pro tips
Monday, July 15, 13

31. Facebook pro tips
Monday, July 15, 13

32. Facebook pro tips
Here’s how
Best image sizes
for your Facebook
Timeline page
- GroSocial
Monday, July 15, 13

33. Facebook pro tips
Use a short url to push message
URL shorteners
- Bit.ly
- Fur.ly
- Moourl.com
Monday, July 15, 13

34. Facebook pro tips
Use Facebook video effectively
Tag the subjects in your video
- Tag the update
- Tag the video
- Here's how
Monday, July 15, 13

35. Facebook pro tips
Use Facebook video effectively
Edit the video thumbnail
Monday, July 15, 13

36. Facebook pro tips
Use Facebook video effectively
Monday, July 15, 13

37. Facebook pro tips
Use Facebook video effectively
Monday, July 15, 13

38. Facebook pro tips
Use integrated web tools
SoundCloud Facebook
Monday, July 15, 13

39. Facebook pro tips
Pay for a promoted post
Organic content is limited by EdgeRank
• Affinity - relationship between users
• Weight - type of story
• Time - how recently an action was taken
Monday, July 15, 13

40. Facebook pro tips
Pay for a promoted post
"Your promoted posts will be seen by a larger
percentage of the people who like your Page
than would normally see it. It will also be seen
by a larger percentage of the friends of people
who interact with your post."
- Facebook
How to create a promoted post
Monday, July 15, 13

41. Social media strategy
Monday, July 15, 13

42. Social media strategy
Create Alliances
Use the like tool on content and comments
Monday, July 15, 13

43. Social media strategy
Create Alliances
Use the mention feature
Monday, July 15, 13

44. Social media strategy
Include a call to action
“Which is better: Harry Potter or Twilight?”
“Which is better: Harry Potter or Twilight? Tell us in the comments!”
“My hampster fell into the garbage disposal. Click Like if you will miss him.”
Monday, July 15, 13

45. Social media strategy
Create content that is shareable
Rules
• Make content that is useful
• Provoke a conversation
• Strike an emotional chord
• Help visitors define themselves
• Help visitors look smart
• Be funny
Monday, July 15, 13

46. Social media strategy
Create content that is shareable
Techniques
• Use imagery
• Keep it short
• Write a tight-fighting headline
• Track your results
Monday, July 15, 13

47. Social media strategy
The 80/20 rule
Use the Pareto principle
"80% of your sales will come from 20% of your
customers."
“80% of your content should be about or from
other people, and only 20% of your posts should
be about yourself.”
The Social Media Hat
Monday, July 15, 13

48. Social media strategy
Practice good etiquette
Dos and Don’ts
• Do reply to comments
• Do be careful of tone
• Do set exclusive events to “private”
• Do tag lightly
• Don’t poke unless you’re under 14
• Don’t be intentionally vague
• Don’t overshare
• Don’t vent
• Don’t do chain status updates
• Don’t delete friends
Monday, July 15, 13

49. Social media strategy
Use brand appropriate tone
The right tone of voice
“social media networks were created for
individuals, not for companies. Thus, it is
imperative to be authentic, approachable,
inclusive, expressive, and to keep your ears
open, just as you would with any conversation.”
Develop your brand’s voice by looking at it as a
personality rather than a company.
Monday, July 15, 13

50. Social media strategy
Use brand appropriate tone
Creating a social media style guide
• Be friendly, approachable and responsive.
• Use inclusive language (us, we, you)
• Talk like a person, not a press release
• Be honest; don’t feign omniscience
• Be expressive, when appropriate.
• Find opportunities to naturally build
engagement hooks into your posts
Monday, July 15, 13

51. Good or bad?
Let’s discuss the following FB posts
Monday, July 15, 13

52. Good or bad?
Monday, July 15, 13

53. Good or bad?
Monday, July 15, 13

54. Good or bad?
Monday, July 15, 13

55. Good or bad?
Monday, July 15, 13

56. Good or bad?
Monday, July 15, 13

57. Good or bad?
Monday, July 15, 13

58. 140 tweaks
Twitter started as an SMS tool, limited
characters to allow for message and header.
What is it today?
• Subscription service, alternative to RSS
• One to many & one to one communications
• Multimedia aggregation platform
Monday, July 15, 13

59. Twitter basics
“Twitter is so easy, you have to do it”
- Stan Schroeder, Mashable
Monday, July 15, 13

60. Twitter basics
Hello world! I can delete me (kinda)
Monday, July 15, 13

61. Twitter basics
Share and embed, very cool
Monday, July 15, 13

62. Twitter basics
Share via email
Monday, July 15, 13

63. Twitter basics
You’ve got mail
Monday, July 15, 13

64. Twitter basics
You’ve got embed
Monday, July 15, 13

65. Twitter basics
Twitter is all about hypertext
Monday, July 15, 13

66. Twitter basics
...and increasingly about integrated content
(this is a twitter card)
Monday, July 15, 13

67. Communicate
Publicly private conversations
Monday, July 15, 13

68. Twitter and sms
With SMS you can ramp up your one to one
communications within the Twitterverse.
Communicate
Monday, July 15, 13

69. Twitter and sms
Communicate
Using desktop web interface, go to gear icon
Monday, July 15, 13

70. Twitter and sms
Communicate
Monday, July 15, 13

71. Twitter and sms
Communicate
Monday, July 15, 13

72. @reply
Communicate
Start tweet with @reply, it will send the tweet to
the individual not to your followers.
It will however, be visible on your wall and in
Twitter search.
Monday, July 15, 13

73. @reply
Communicate
If you follow both the sender and recipient of an
@reply it will appear in your feed.
Monday, July 15, 13

74. .@reply
Communicate
Some users start an @reply with a period (.)
this will turn an @reply into an @mention so the
tweet will be sent to their own followers.
Monday, July 15, 13

75. @mention
Communicate
@mention will appear on the recipients
“connect” tab. They may also get an email,
depending on their settings.
Monday, July 15, 13

76. Direct message
Communicate
d username will send a direct message to a user
if you both follow each other.
Monday, July 15, 13

77. Direct message
Communicate
d username will send a direct message to a user
if you both follow each other.
Monday, July 15, 13

78. Direct message
Communicate
d username will send a direct message to a user
if you both follow each other.
Monday, July 15, 13

79. Promote
Monday, July 15, 13

80. Identify influencers
Promote
Twitter users who can make an impact
• Have many followers (volume)
• Have the right followers (niche)
• Are often re-tweeted (high value content)
How to find?
• Native tool search.twitter.com
• Free tools klout.com kred.com
• Paid tools Radian6 (salesforce)
Monday, July 15, 13

81. Follow
Promote
I’ve been followed, it’s the best thing ever!
Monday, July 15, 13

82. Follow
Promote
I have been followed! It’s in my “connect” tab
Monday, July 15, 13

83. Follow
Promote
Be aware of your follower to friend ratio
Monday, July 15, 13

84. Follow
Promote
Check your follower to friend ratio here
My ratio is terrible :-(
Monday, July 15, 13

85. Reach out
Promote
@reply to influencers, be helpful
Monday, July 15, 13

86. Reach out
Promote
@mention influencers, start conversations
Monday, July 15, 13

87. Reach out
Promote
@mention influencers, start conversations
Monday, July 15, 13

88. Reach out
Promote
Thank you for noticing me!
7 ways to thank someone for RT
Monday, July 15, 13

89. Retweet
Promote
I’ve been retweeted! It’s the best thing ever!
Monday, July 15, 13

90. Retweet
Promote
I’ve been retweeted! It’s the best thing ever!
Monday, July 15, 13

91. Favorite
Promote
Easy way to show your support and be noticed
Monday, July 15, 13

92. Favorite
Promote
The user may get an email message
Monday, July 15, 13

93. Favorite
Promote
They may see your action in the “connect” tab
Monday, July 15, 13

94. Build lists
Promote
Lists are primarily a tool to organize...
Monday, July 15, 13

95. Build lists
Promote
Lists can also be used for outreach
Monday, July 15, 13

96. Campaign
Promote
Increase momentum
before an event by
retweeting event-
related content
Monday, July 15, 13

97. #hashtag
#Hashtag
• Aggregate conversations (tool)
• Meta-concept (idea)
What’s it good for?
• Start or join a topic
• Host or join a chat
• Organize your own content
• Be found
• Useful hashtag tools
Monday, July 15, 13

98. Jargon
Twitter Bots
FailWhale
FTW (for the win)
IMO (in my opinion)
OH (overheard)
HT (heard through)
RT (retweet)
via (an idea from)
Official Twitter Glossary
Monday, July 15, 13

99. Twitter pro tips
Monday, July 15, 13

100. Design tips
Create a custom background image
Twitter pro tips
Monday, July 15, 13

101. Design tips
Get clever with your profile image
• Face front
• Headshot (mostly)
• Appealing
• Good lighting
• Creative
Twitter pro tips
Monday, July 15, 13

102. Design tips
Profile picture and header image together
Twitter pro tips
Monday, July 15, 13

103. Tweet strategically
Twitter pro tips
Tips from Dan Zarella
Monday, July 15, 13

104. Tweet strategically
Twitter pro tips
Monday, July 15, 13

105. Tweet strategically
Twitter pro tips
Monday, July 15, 13

106. Tweet strategically
Twitter pro tips
Monday, July 15, 13

107. Tweet strategically
Twitter pro tips
Monday, July 15, 13

108. Tweet strategically
Twitter pro tips
Monday, July 15, 13

109. Twitter keys
Add UTF-8 characters (sparingly) how to
Twitter pro tips
Monday, July 15, 13

110. Twitter keys
Twitter pro tips
LIKE THE COOL KIDS DO!
Monday, July 15, 13

111. How urls are treated
• URL’s are truncated to 22 characters
• All URL’s are shortened using t.co
• Bad news for bit.ly
Twitter pro tips
Monday, July 15, 13

112. Add images to tweets
Twitter pro tips
Monday, July 15, 13

113. Add images to tweets
Twitter pro tips
Monday, July 15, 13

114. Add images to tweets
Twitter pro tips
Monday, July 15, 13

115. Use integrated platforms
Twitter pro tips
Soundcloud integrates nicely with Twitter
Monday, July 15, 13

116. Use integrated platforms
Twitter pro tips
So does YouTube
Monday, July 15, 13

117. Use integrated platforms
Twitter pro tips
Twitter cards, photos, videos, music,
article extracts, app downloads
Monday, July 15, 13

118. Cool tools
Monday, July 15, 13

119. Desktop apps
Tweetdeck and more
Cool tools
Monday, July 15, 13

120. Mobile apps
Twitter, Twitteriffic, Tweetbot, Plume
Cool tools
Monday, July 15, 13

121. Research apps
Klout
Cool tools
Monday, July 15, 13

122. More apps
Integrated content apps: Path
Full circle marketing apps: HubSpot
Crazy cool apps: IFTTT.com
Cool tools
Monday, July 15, 13

123. Cross media strategy
Social is not a tactic, it’s an ingredient
• Promote across platforms, web, email, etc.
• Atomize your content, more is more
• Integrate social into virtual and meetspace
• Create full circle campaigns
Monday, July 15, 13

124. Worshop Two
EXTEND REACH
• Website integration techniques
• Recruitment and activation tools
• Email newsletter tips
PRODUCE EVENTS
• Leverage social to supercharge events
• Field media production how-to
CREATE CONTENT
• Tools to make great content for social
• Best techniques for YouTube
Monday, July 15, 13

125. fin
Instructor
Peter (NICE) Mitchell
peter@petenice.com
URL
www.niceworldtech.com
Monday, July 15, 13