1. Social Media Workshop
Course Overview:
Brief overview of the day
Introductions
Video (4mins) Social Media Revolution
http://www.youtube.com/watch?v=lFZ0z5Fm-
Ng
• The Social Media Model
• Modern websites – features and case study
• Driving traffic to websites –3 main methods
• Your marketing activities
• Implications for business
• The Big 3 – facebook
• The Big 3 – Linked In
• The Big 3 – Twitter indepth
• Resources
• Q&A Session

2. Speaker Introduction
Information resource
• Heritage Register
• Products Directory
• Event Calendar
• Articles
• Blogs (PB, Members news & Heritage Orgs)
• News (generated from twitter)
• Directory of Organisations
Our membership
• Over 500 businesses listed on the website
• Including contractors, craftsmen and
consultants in the heritage register.
• A wide range of sector professionals ranging
from archaeologists to architects, blacksmiths to
woodworkers.

3. Social Media Workshop
Introductions
Who you are
Who are you representing
Why are you here
What would you like to go away with?

4. The Conversation Prism
Video
Social Media Revolution
http://www.youtube.com/watch?v=lFZ0z5Fm-Ng

5. The Conversation Prism

6. Modern Websites
Modern Website Features:
• Direct Links to Social Media
• Less static content and more fresh content
• Ability to add fresh content. Blogs and articles etc.
• Keyword rich content
• Social Media sharing buttons
• Ability to generate comment
• RSS Feeds
Case Study:
http://www.projectbook.co.uk/

7. RSS feeds
Really Simple Syndication (RSS)
http://www.projectbook.co.uk/go/rss_Feeds.html
http://www.google.com/ig

8. Driving traffic to your website
The main 3 methods: http://ow.ly/4MLmr
1. Pay per click i.e.: Google ad words (Pros and cons)
2. Search Engine Optimisation (SEO) to rank high in the natural listings
3. Social Media

9. The Social Media Model
ENGAGE AND EDUCATE YOUR AUDIENCE
Engage Inform Your Website New Content
Talk RSS | Info | Re-tweets Blog
Articles
News
Events
Engaged Semi – engaged Not engaged – inconsistent | info resources
AUDIENCE
50 300 650
AUDIENCE OF 1000
Engage Contact Meet
Talk Regularly DM or phone Tweetup or privately
DEVELOP ADVOCATES | ENGAGE + NURTURE

10. Implications for Business
Website
Advertising, Telesales E-Marketing, Email Signature.
Press and PR, Blog Directories – on and offline
Marketing
Events, Exhibitions, courses,
Networking, Newsletters
CPD
Brochures, Answer Phone - Call
Promotions, Sponsorship
waiting
Business Cards, Stationary

11. The Big 3 - facebook
Case Study:
http://www.facebook.com/projectbook

12. Facebook - tasks
Facebook Tasks:
• Start Posting
• Promote your page
• Email and blog it
• Send updates to your fans
• Subscribe to similar fan pages and groups
• Get onto and search directories

13. The Big 3 – LinkedIn
Case Study:
Personal Account:
http://www.linkedin.com/in/projectbook
Business Account:
http://www.linkedin.com/company/projectbook.co.uk

14. The Big 3 – LinkedIn
LinkedIn Tasks:
• Join Linkedin
• Start Connecting to People you Know
• See your Contacts Contacts.
• Remember your contacts are People

15. The Big 3 - twitter
Case Study:
http://twitter.com/projectbook

16. Afternoon overview
Course Overview:
• What can you do with twitter?
• Twitter who will tweet?
• Twitter task
• Twitter applications
• Twitter terminology
• Twitter: who to follow
• Lets get social
• 8 styles of tweets
• Twitter abbreviations
• Building your audience
• Q and A and end

17. What can you do with twitter?
• Breaking Boundaries
• Connecting people
• Building Relationships
• Making Friends
• Getting in touch quickly
• Telling People what you’re doing
• Customer Relations/ Reputation management
• Brand Building
• News
• Promotion
• Events
• Being Somewhere Else
• Discovering Brilliant Minds
• Opinion
• CrowdSourcing – Ideas – Learning – Advice – Research
• Information
• Collaboration

18. Twitter – who will tweet?
The Four Types of Twitter Profiles
1) Pure Corporate Brand
http://twitter.com/#!/englishheritage
Note: English Heritage employees have their own accounts
http://twitter.com/#!/EHSimonThurley
2) Corporate With Persona
http://twitter.com/#!/SPAB1877
3) Employee With Corporate Association
http://twitter.com/#!/johnkatcrittall
4) Pure Personal Account
http://twitter.com/#!/quinny105
-Each Profile Type Serves A Different Purpose
-Setting guidelines
-How much time should I spend tweeting?
-Choose your twitter names

19. Who?
Who Will Represent you online?
Secretary Youngster Computer Geek

20. Who?
Who Will Represent your brand online?
Qualities
• Social Friendly
• Trustworthy
• Creative
• Aware of your objectives
• Can dedicate 15 – 30 mins per day (except weekends)
• Will follow guidelines

21. Organisation Policies
Do we need company guidelines and
policies?
Example Policy
http://www.ibm.com/blogs/zz/en/guidelines.h
tml
Monitor staff

22. Twitter
TASK:
• Determining your primary objectives
• Determining your target audience – Who are they?
Get started with Twitter – The basics
1. Setting up an account – the essentials
2. Location: choose the nearest town or area and add UK
3. Do not protect your tweets
4. Bio: Should be non sales and clear about what you offer and include
info about your interests – needs to be human
www.twitter.com/projectbook

23. Twitter applications
Two main applications:
1) Tweet deck http://www.tweetdeck.com/
2) Hootsuite http://hootsuite.com/dashboard

24. Basic twitter terminology
The use of @, RT, DM & #Hashtags
@username
RT – posts a carbon copy of someone else’s tweet (it’s like an endorsement
and should be of interest to your followers)
DM – direct message – like sending an email (no-one else can see) Use this
for sensitive issues, sending your mobile no. Etc
#Hashtags use to promote a given subject e.g. #election
Adding links, photos and using URL shorteners

25. Who to follow
Four types of twitter user
• Conversational people
http://twitter.com/#!/HeritageHUB
• Information sources
http://twitter.com/#!/englishheritage
• Your target audience
• Sales
http://twitter.com/#!/jewson
STUDY: Accounts to determine what type of twitter user they are along with how
many people they follow/follow them, their biography, etc.
Finding people to follow
• Setting up twitter lists
• Tracking people

26. Get social!
Get Social - 10 Do's and don’ts
Engaging the twitter community is about being accepted as genuine, caring, authentic and
interesting – it’s not about being overly controversial, negative, rude or blatantly
selling, which is a sure fire way of alienating yourself.
Here are 10 helpful do's and don’ts:
1. Do be honest, courteous and reply to others posts
2. Do decide how often you will tweet and be consistent
3. Do take an interest in what others are talking about and comment on it
4. Do show an avatar and bio – it builds trust when people can see who they're engaging
with
5. Do choose someone trustworthy to post tweets – they will be representing your
business!
6. Don’t blatantly try to sell
7. Don’t advertise for followers
8. Don’t follow more people than you have followers
9. Don’t witter on – no-one’s interested in verbal diarrhoea
10. Don’t moan, attack, slander or bitch about people- it’s the easiest way to lose respect

27. 8 styles of tweets
Styles
General
Direct to someone
Start a topic of conversation
“Know me, like me, follow me”
Thought leadership
Who you are determines your
conversation...
Topical
Provoking
Humorous
Promotional

28. Twitter abbreviations
@ Reply to [username] LI LinkedIn
AFAIK As Far as I Know LMK Let Me Know
b/c Because LOL Laughing Out Loud
BFN Bye For now OH Other Half
BR Best Regards RE In reply to. As in, use RE for @replies
BTW By the Way on Twitter.
DM Direct Message. d username sends one. RT Retweet
EM Email TMI Too Much Information
FB Facebook Via “via” is not an abbreviation or acronym.
FF Usually #FF for Follow Friday. #FollowFriday It simply means that a tweet is from
is supposed to work better than it does. If you @username, though in some cases it may
#FF someone, take the characters to explain mean that it’s also an exact retweet.
why. YW You’re Welcome
F2F Face To Face Change an and to an & sign :) :-) ;) :o)
FWIW For What It’s Worth
HTH Hope That Helps
IMHO In My Humble Opinion
IMO In My Opinion
J/K Just Kidding

29. Building your audience
1) Regularly follow people each day and talk to them as people (try
not to talk too much about your business/organisation etc.)
2) When people follow you back, talk to them and start building
relationships.
3) When you reach 300 - 500 followers start to talk more about your
business or organisation etc.
4) Start to write and promote your events, articles, blog posts etc on
your website. Make sure your content is successful at educating
people about who you are and what you do. Tell a story -
http://cctphotography2011.posterous.com/
5) As relationships with people build consider contacting them and
attending meet ups organised by other twitterers.

30. Q&A
But what does that mean!?
Finish

31. A division of ProjectBook
CreativeComms will work with you to create an engaging online
presence for your brand. Our clients range from small start up
companies to charitable organisations and well known national
institutions.
Services....
Consultancy
Social Media Management
Promote your Event
Training
Available Courses

32. Peterborough Social Media Workshop 2011:
Speaker
James Mott
Lets get
PROJECTBOOK FOUNDER
connected
Facebook Page
Twitter @projectbook
LinkedIn ProjectBook group
A wide range of information &
resources for the conservation
restoration, care and repair of
period and listed buildings.