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with: Kat Loughrey | @KatLoughrey Tamsien West | @TamsienWest
Jess Genevieve Brown |@jessgenevieve
Girl Geek Dinners Social Media Workshop
#GGDMelb
Join the conversation! #GGDMelb
Your presenters…
Jess Genevieve Brown Tamsien West @jessgenevieve @TamsienWest
Kat Loughrey @KatLoughrey
Thank you to our sponsors!
Mark Hendrickson [email protected] sideracket.com @SideRacket
Megan Sayers [email protected] envato.com @envato
Let’s learn about social media …
Corporate Social Media: 'Smashing Social Media’
with Kat Loughrey @KatLoughrey
#GGDMelb
“If you want to be successful, find someone who has achieved the results
you want and copy what they do and you’ll achieve the same results.”
~ Tony Robbins
Big brands on social media
70% of global brands don’t engage with consumers on social media*
*according to Social Bakers
http://www.socialbakers.com
/blog/655-70-of-fans-are-being-ignored-by-companies-now-what
Corporates & social media Big budgets, so enjoy a well-resourced team devoted to social
media to quite simply “go for it” with a variety of content produced in-house
Conservative and expect miracles from the one person or small team who manage it amongst a greater portfolio of work – yet don’t know how to engage and fear of not being “on brand”
Don’t see the relevance of social media and generally avoid it.
Managing social media Know your audience/s Know your competitors Social Media Strategy (inc. key areas of business) Guidelines (style, resourcing, moderating) Content schedule & policy (sourcing, set time boundaries) Branding / Creative Necessary tools (bufferapp, bit.ly, Tweetdeck) Crisis communications plan Analytics & SEO Think about mobile Time & effort!
Which one is your business? A brand will be doing either one of three things:
1. Connecting with one of your passions and/or interests. – eg Nike, Red Bull, Adidas
2. Entertaining you with their engaging personality. – eg. Oreo, Skittles, Absolut
3. Providing interesting and/or important information to you. – eg. IBM
http://mashable.com/2013/02/22/social-media-marketing-strategy/
Brands on social media
“The most important thing is for a brand to stay true to their DNA, identify what they are best at, what they can offer the consumers the most of, and focus on that. That will be their strongest play.”
http://mashable.com/2013/02/22/social-media-marketing-strategy/
Campaigns
“A social campaign should ask questions that cause consumers to stop, reflect and respond.”
Create memorable community experiences.
http://www.socialmediaexaminer.com/social-media-community-management/
Oreo: Not just a cookie 32M+ on Facebook 82K+ on Twitter 87K+ on Instagram 14M+ on YouTube
Oreo Daily Twist Campaign video
http://youtu.be/j7wFQLRsMYQ
Twitter Tic-Tac-Toe with Kit Kat
Learnings from Oreo Be timely & topical Promote consistently & frequently Use graphics and simple concepts Have fun! Use humour in good taste Also ->
Be original Be creative Be genuine & honest Be targeted Listen & respond They’re delicious … !
http://www.shopify.com.au/blog/7589919-the-secret-behind-oreos-social-media-marketing#axzz2X8olS3MO
#FAIL Focusing only on Facebook Thinking one size fits all Broadcasting, fail to interact with audience Fail to grasp the “social” component of social media Posting only marketing/company updates Not understanding audience Assume correlation between ‘likes’ and sales Have a token social media presence OR none at all Keep social media in a silo OR outsource your social media Paying celebrities to tweet!
See further reference links, and also: http://www.bigdotmedia.co.uk/blog/industry-news/oops-five-mistakes-brands-make-when-using-social-media/
#FAIL Don’t take advantage of a national disaster
Gap tweeted: “All impacted by #Sandy, stay safe! We’ll be doing lots of gap.com shopping today. How about you?”
Don’t be ignorant of current events NRA tweeted: “Morning Shooters- Happy Friday! Weekend
plans?”
Don’t leave the door open for backlash #McDStories
http://www.loudinteractive.com/the-top-3-worst-social-media-mistakes/
2013 Australian Open History of innovation – first Grand Slam
on Twitter! Used social media to engage with a massive
global fanbase Set a new digital benchmark for future sporting
events “the most digitally connected major sporting event of all
time” (Mashable) Robust social offering Enhance fan experience, offer unique experiences
"Our overriding goal is to increase interest in tennis; it always come back to that.”
http://www.australianopen.com/
AO digital presence Website:
Scoreboard & Slamtracker (IBM) e-Newsletter Players to watch Social Leader Board KIA Vote for your favourite fan Daily Poll (Mount Franklin) Schedule, news, photos, video, radio, tickets
AO social presence Social:
Social media hub Fan Centre 24/7 live updates Facebook (/australianopen) Twitter @australianopen
(and @AOSOS hotline) Hashtags #ausopen; #popcorntennis;
#sleepisfortheweak; #TeamAusOpen Instagram @australianopen Pinterest Google+ Chinese social networking
AO social presence Caption It Pick ‘Em competition Popcorn Tennis blog Daily poll
@AustralianOpen: Today's #AusOpen poll: Whose is ur favourite celebration? ow.ly/gV7To #Nadal #Hewitt #Tsonga #Sharapova #Azarenka #Ivanovic…
Video coverage: YouTube Live streaming (Optus) Time lapse video
AO Radio
AO mobile & sponsors iPhone app (IBM) iPad app x 2
2013 Official program featured on iPad as an app purchased via iTunes.
Open Shutter was a commemorative edition of AO 2012 ahead of the 2013 event.
Loads of sponsor-generated activity! KIA, IBM, Nike Tennis,
Lacoste Tennis, Jacob’s Creek
AO Aces Clear digital & social strategy
(with marketing strategy) Well resourced internally Organised! High level of engagement with
audience Made effective use of multiple
platforms/channels Worked in sync (internally and front-facing) Consistent branding Leveraged sponsor relationships to benefit both parties Creative, original, genuine, listen/respond
= a brilliantly engaging & informative digital / social presence!
Your checklist Get internal team on board Understand who you are as a brand, how you’re perceived, &
how you want to be perceived Understand your audience (use data) Review your social activity to date Review your SEO program Define your social goals moving forward Forget -> increase of followers and fans Focus on -> engagement, conversion, community
http://mashable.com/2012/12/07/corporate-social-media-marketing/
Grassroots Social Media: ‘Social Media Marketing: Without a
budget but with integrity’
with Tamsien West @TamsienWest
#GGDMelb
Social Media: Without a budget, with
integrity
Building a sustainable, engaged community in both the online
& offline spaces.
Purpose, Passion & People Know your community Grow your community Reward your community
Background & Context
Know your community
Key to knowing your community is knowing yourself Know your purpose, state it clearly and often
Which channels do they use daily/weekly? Why do they engage with your brand? How do they engage with your brand?
Know your community
Know your community Never stop learning, there are always new insights to gain
Words of wisdom: You don’t need to be on every channel, just the same one as your
community
Grow your community
Gather information about current status
Set clear goals Make a structured
plan Monitor success Gather relevant data Re-evaluate Repeat
Grow your community Multiple sets of analytics are essential
Grow your community Don’t forget ‘hidden’ metrics
Grow your community Build partnerships
Grow your community Share engaging content Refine posts to suit the
channel Bonus points if content
is user generated Double bonus points if
cats are involved
Reward your community Share your wins (and their wins too)
Reward your community (Just remember to ask
permission first)
Reward your community
Bonus: Engage your community Combine: knowing, growing & rewarding
Purpose, Passion & People
Know your community Grow your community Reward your community
Personal Social Media: 'How To Make Yourself’
with Jess Genevieve Brown @jessgenevieve
#GGDMelb
Personal Social Media Jess Genevieve Brown
@JessGenevieve
www.makingjgb.com
www.facebook.com/MakingJGB
Ambient Awareness
A new form of peripheral awareness. This awareness is propagated from relaBvely constant contact with one’s friends and
colleagues via social networking plaForms on the internet. The term essenBally defines the
sort of omnipresent knowledge one experiences by being a regular user of these media outlets that allow a constant connecBon with one’s
social circle.
Personal Life Updates
Personal Life in Private Networks
vs.
Personal Life in Public Forums
What is considered too personal?
Tips
• Don’t post for no reason. • Be mindful of emoBonal posBng.
• Don’t make personal conversaBons public conversaBons.
• Be mindful of career limiBng maneuvers
• Be mindful of white lies
• Be mindful of 3rd Party ApplicaBons
Content Sharing
Make Your Own Content!
Create wriUen content (blogs) or video content:
– Tutorials/How Tos – CreaBve Pieces – Opinion Pieces – Reviews
– Feature Pieces
Share
• What you know (experBse, skills)
• What you’re learning (course, workshop)
• What you’re reading (book review, summary)
• What you’re watching (reviews, opinion pieces)
• What you’re experiencing (life moments, travel)
• What you’re doing (how you’re applying yourself, events you’re aUending)
Transfer of InformaBon
Create a PorFolio of Personal Content
Determine your personal and professional goals.
Work on projects that apply the skills you want to develop.
Set a challenge to complete a project and share this challenge with your social networks for support.
Projects
• Want to be a writer? Write a short story. • Want to be an editor? Edit a short film.
• Want to work in sound producBon? Find a Youtube video and cut it with a new soundtrack.
• Want to be a video journalist? Go out and film yourself covering a news piece.
• Want to host a tech web series? DIY!
Why Every Freelancer Should Work For Free
CVs are a thing of the past!
We live in a day and age of doing and showing.
We have the tools to show off what we’re doing.
If you want experience, show people that you’re commiUed to working towards it yourself.
Networking leads to creaBng opportuniBes. Go out there and meet people in person so that they can then follow
and get to know you through ambient awareness.
In Conclusion
By leveraging your personal brand through social media, you have the ability to share not only your individuality and personal skills but also your hard work, your drive and your desire to succeed.
Social media is a viable tool for se`ng challenges and showcasing the story of your personal and professional development.
@JessGenevieve www.makingjgb.com
www.facebook.com/makingjgb
Thank you for your attendance and participation!
• Stay tuned to Meetup.com for follow up email with links and slides from tonight’s workshop!
• #GGDMelb
• Follow us on Twitter, ask questions OR come and say hello to us tonight before you leave!
Thanks to our sponsors!
Food Sponsor Drink Sponsor
Megan Sayers [email protected]
Mark Henrickson [email protected]
Venue Sponsor