Ambition in Action

www.sit.nsw.edu.au

PD on Social Media

How to Engage your Audience

on Facebookfor Free

Version: 30 April 2012By Kerry Furlong

Ambition in Action

www.sit.nsw.edu.au

/ This Session Covers:/ Owned Media vs Paid Media vs Earned Media/ A brief overview of the social media landscape/ Mass media conversations

/ HANDS-ON WORKSHOP/ Ways to Engage with your audience

Social Engagement Online

Ambition in Action

www.sit.nsw.edu.au

In the context of FACEBOOK:/ Owned Media = Your Facebook Page

/ Paid Media = You can pay for ads on Facebook

/ Earned Media = You can engage your audience for free, organically, over time.

Owned Media vs Paid Media vs Earned Media

Ambition in Action

www.sit.nsw.edu.au

OWNED Media = Your Facebook Pageto be clear:/ a PROFILE is personal, /most people have them

/ a GROUP is like club /many classes use them, see PD calendar

/ a PAGE is an entity /A teaching section, company, public figure, charity

Owned Media vs Paid Media vs Earned Media

Ambition in Action

www.sit.nsw.edu.au

/ PAID Media = You can pay for ads on Facebook/Good news: / It’s a quick fix for enrolment numbers, IF YOU NARROW THE TARGET AUDIENCE ENOUGH

/Bad news: / It’s cheap but still costs money/ It disapears when you stop paying/Requires expertise to do it effectively

Owned Media vs Paid Media vs Earned Media

Ambition in Action

www.sit.nsw.edu.au

/ EARNED Media = You can engage your audience for free, organically, over time/Good news: / It’s free, effective, and friendly/ It can self-perpetuate for free if you build it up

/Bad news: / It’s a SLOW, steady build

(this is also called digital public relations)

Owned Media vs Paid Media vs Earned Media

Embracing Earned Media

Strategies Combining, Paid, Earned & Owned Media

Paid Media(Tell me broadcast)

Standard display

Rich Media

Online video ads

Promotion

Media partnerships

SEM & SMM

Earned Media(Convince me. Engage me. - consumer controls

Rate this product

Forums

Facebook polls &updates

Twitter posts

Viral seeding

Organic Search

Owned Media(Inform me. Supportme. Reward me.)

Facebook page

Brand sites

Twitter page

Content

Videos

Remember, Social Media is growing exponentially.Here’s the latest....

http://youtu.be/3SuNx0UrnEo

Uploaded by Socialnomics09 on Jun 8, 2011http://www.socialnomics.net/ Part of the world's most watched Social Media video series; "Social Media Revolution" by Erik Qualman. Based on #1 International Best Selling Book Socialnomics by Erik Qualman. This is a shorter version that includes new social media statistics for 2011.

Corporate Social Media Ecosystem

Ambition in Action

www.sit.nsw.edu.au

This is a historical shift in entertainment

COMMENTS = CONTENT

Which do people value more?

a) An episode of their favorite TV show?

b) Comments on their Facebook Post?

Answer: Probably EqualFYI: a TV show costs over $1,000,000 per episode.

This is a historical shift in entertainment

COMMENTS = CONTENT

When you post comments on people’s posts, that gives the same satisfaction to people as a million dollar TV show does.

AND – your comment is now content for others to see, and to comment on, which in tern becomes content

You postings give people a chance to add a comment that their friends can comment on.

This next video explains this historic shift…

http://youtu.be/SgNIIUD_oQg

This video explains a historical shift in entertainment

COMMENTS = CONTENT

Ambition in Action

www.sit.nsw.edu.au

Harness Influencers

It’s best to get to them in Many Places - this is called “Multiple Touchpoints”

Example: Sydney Festival 2010

There are hundreds of places on the web to reach your Audience.

But today,they all link back to FACEBOOK

Ad agenciescall this “The Conversation”

Engaging with your audience on Facebook will do more than just increase enrolments.

LeveragePositiveFeedback

When students post positive feedback, copy those onto your “About” page.

Ambition in Action

www.sit.nsw.edu.au

/ Does Facebook have rankings like Google does for search? – YES!!

/ The reward

Social Engagement Online

Ambition in Action

www.sit.nsw.edu.au

Do you have a friend who always shows up in your news feed? They are probably ACTIVE and rank highly.

This is where we finally got a high enough FB ranking to have them put our posts in more fans news feeds.

Ambition in Action

www.sit.nsw.edu.au

You can see this is a 3472% increase in # of people reached, over the previous week!

Despite the fact there there’s still only a few people “talking” about it.

Ambition in Action

www.sit.nsw.edu.au

/ Scanning and Strategy/ Look at your Competition/ What are other schools doing?

/ Look at Trade Associations/ Are they on Facebook? LinkedIn? YouTube?

/ Look at your Students/ Who are the “Liking” on Facebook, LinkedIn,

YouTube, Twitter, etc./ Do they like NRL or Dolly Magazine? / Do they like Lady Gaga or Cold Chisel?

Social Engagement Online

Ambition in Action

www.sit.nsw.edu.au

/Best Practices:FOLLOW THE 3-to-1 RULE:

THREE entertaining or useful posts for every ONE marketing post

Ambition in Action

www.sit.nsw.edu.au

/Best Practices:What is USEFUL to YOUR audience?

• Tell students about job opportunities

• Tell employers about great students

• Tell everyone about• Trade shows• Seminars• Industry news, etc

Ambition in Action

www.sit.nsw.edu.au

/Best Practices:What is Entertaining to YOUR audience?

• YouTube videos• Articles• Celebrity gossip (relevant to topic)• Photos• Edgy questions

Ambition in Action

www.sit.nsw.edu.au

/Best Practices:Always be Relevant to YOUR teaching section topic.

What might not be relevant?• Politics• The weather• Personal pet peeves• General news that’s off-topic

Ambition in Action

www.sit.nsw.edu.au

/Best Practices:Always be Conscientious when posting

What might not be appropriate?• Negative opinions• Language, pix, video that are too “adult”• Mention of other schools or course• Incorrect info, from un-credible sources • Mention of other people’s personal business

Ambition in Action

www.sit.nsw.edu.au

/Best Practices:Always be BRIEF when posting

The less you say, the more they see

Paragraphs are paralising!

Ambition in Action

www.sit.nsw.edu.au

/Best Practices:Try to post FROM YOUR PHONE• Events on campus

• Events off campus

• Seminars

• Workshops

• Student Works

• Photos from your phone

• Videos from your phone

Ambition in Action

www.sit.nsw.edu.au

/Best Practices:Try to cross promote OTHER SECTIONS• Do actual events or projects together

• Currently there are collaborations with

• Music & Film & Photography

• Music & Hospitality

• Advertising & Radio

• Fashion & Photography & Music

Then SHARE AUDIENCES

Ambition in Action

www.sit.nsw.edu.au

/Best Practices:Try to SHARE AUDIENCES

make other sections aware of you by• Posting to each other’s FB pages• Job listings, videos, events, news, etc

• Post their relevant news to your own page• Film Festival event to music page• Wine Festival to Public Relations page

Ambition in Action

www.sit.nsw.edu.au

/Best Practices:POSTING vs SHARING• If you post a video from YouTube• That’s great, an easy source of material

• Can be specifically what you want

• but it does not create a path for people to get to you

• And you don’t benefit from their FB ranking, because it’s not from FB

Ambition in Action

www.sit.nsw.edu.au

/Best Practices:POSTING vs SHARING• If you share a video from someone

else’s Facebook Page• That’s still an easy source of material

• It creates a path for people to get to you (from the other page)

• You can be seen by new audiences

• You benefit from their FB ranking, so pick a popular FB page to get videos from

Ambition in Action

www.sit.nsw.edu.au

/Best Practices:POSTING vs SHARING• So sharing from someone else’s FB

Page is better than just posting• Posting is still important for your own

original content• Student work, Staff work, Employer work• Student news, Staff news, Employer news• Vids, pix, comments, events, etc

Ambition in Action

www.sit.nsw.edu.au

/Hands-on Practice:BEING VISIBLE on other Facebook Pages• Does your section has a Facebook page?

• Are you an Administrator on it?

• RIGHT NOW, log in and “use facebook as” the page

Ambition in Action

www.sit.nsw.edu.au

/Hands-on Practice:BEING VISIBLE on other Facebook Pages• When you “Use Facebook as” a page

• YOU CAN ONLY POST TO PAGES

• YOU CANNOT POST TO PROFILES

Ambition in Action

www.sit.nsw.edu.au

/Hands-on Practice:BEING VISIBLE on other Facebook Pages• Right now, write on a piece of paper, 3

magazines from your industry• One must be for the public• One that’s just for industry• One that’s local

• Find their Facebook page

Ambition in Action

www.sit.nsw.edu.au

/Hands-on BEING VISIBLE

• If you can’t do your ownpost, then COMMENTon their post

• Remember , “Comments are Content”

• You can reply to otherComments

Ambition in Action

www.sit.nsw.edu.au

/Hands-on BEING VISIBLE

• keep it short & simple

• Keep it relevant to theirpost

• Don’t post an irrelevantmarketing message

• After you post, be sureto “Like” you own post

Ambition in Action

www.sit.nsw.edu.au

/Hands-on Practice:BEING VISIBLE on other Facebook Pages

• Right now, write on a piece of paper, 3 magazines from your industry

• One must be for the public

• One that’s just for industry

• One that’s local

• Now let’s take 10 minutes to do a post on a the FB page of your industry

• If you can’t “Use FB as Page” then sit with someone who can

Ambition in Action

www.sit.nsw.edu.au

/Hands-on Practice:BEING VISIBLE on other Facebook Pages• POSTING vs SHARING• Now let’s post a video• Then we’ll share a video

• Go to YouTube• In the YouTube search bar, type in your

section’s subject, like “Accounting”• Then add the words “Funny video”

Ambition in Action

www.sit.nsw.edu.au

/Hands-on Practice:select a video

to post,

and click

“Share”

Ambition in Action

www.sit.nsw.edu.au

/Hands-on Practice:• You can copy the highlighted link to paste into

Facebook,

• Or you can click the Facebook icon to share it, but if you’re logged in as your personal PROFILE, it will NOT show up on your FacebookPAGE

• You can also Tweet it if you’reon Twitter

Ambition in Action

www.sit.nsw.edu.au

/Hands-on Practice:• When you paste the

link into a Facebookpost, wait a bit for the thumbnailto appear

• You can also post this as a reply or Comment to a post

• You can also post this on Someone Else’s Page!

Ambition in Action

www.sit.nsw.edu.au

/Hands-on Practice:• Once the Thumbnail

appears, you can delete the link andwrite a comment

Ambition in Action

www.sit.nsw.edu.au

/Hands-on Practice:• Once the Thumbnail

appears, you can delete the link andwrite a comment

• Remember,

• Short

• Questions

• Cheeky is good

• Never negative

• Don’t embarass anyone

Ambition in Action

www.sit.nsw.edu.au

/Hands-on Practice:• You have options, if

you hover over theupper right corner

Ambition in Action

www.sit.nsw.edu.au

/Hands-on Practice:• You have options, if

you hover over theupper right corner

• Pin to Top – keeps on top of timelinefor 7 days

• Delete Post - gone

• Changing Date putsit down the timelinechronologically

• Location – you can add Ultimo TAFE

Ambition in Action

www.sit.nsw.edu.au

/Hands-on Practice:• You have options, if

you hover over theupper right corner

• The Star is a Highlight

• It enlarges across both columns

• Can be undone

Ambition in Action

www.sit.nsw.edu.au

/Hands-on Practice:• NOW LET’S SHARE A VIDEO FROM ANOTHER PAGE

• Why? Their fans might see you, and it helps you rank higher, which puts you into more news feeds!!

• Now go to one of those Industry Magazine FB Pages you found

Ambition in Action

www.sit.nsw.edu.au

/Hands-on Practice:• NOW LET’S SHARE A VIDEO FROM ANOTHER PAGE

• Find a posting of theirs you want on YOUR PAGE

• You might as well comment, so they can see TAFE Teaches yourSubject

• Remember to Like yourown post

Ambition in Action

www.sit.nsw.edu.au

/Hands-on Practice:• NOW LET’S SHARE A VIDEO FROM ANOTHER PAGE

• While on their page, click “Share” under the post

• This will post it onto YOUROWN Page

• You can add a short comment to it as well

• You can log back to your Personal Profile and Likeyour post again

• MORE LIKES = HIGHER RANKING = MORE NEWS FEEDS

Ambition in Action

www.sit.nsw.edu.au

/Hands-on Practice:• OTHER SOURCES OF VIDEOS

• Google “Viral video” with your subjectViral Video Chart - Funny: Top 20 Videos

viralvideochart.unrulymedia.com/chart_category/funny

Top 10 Funny Videos on YouTube

mashable.com/2009/07/11/funny-viral-videos/

Top 10 Funny Viral Video Classics - Watch Classic Funny Viral ...

humor.about.com/od/video/tp/fun_viral_video.htm

Ambition in Action

www.sit.nsw.edu.au

/Hands-on Practice:• ANOTHER SOURCE OF EVENTS TO POST

• Google “NSW Small Biz”

• Click on their Events

Ambition in Action

www.sit.nsw.edu.au

/Hands-on Practice:• ANOTHER SOURCE OF EVENTS TO POST

• Sort by Region, not by Keyword (it doesn’t work well)

Ambition in Action

www.sit.nsw.edu.au

/Hands-on Practice:• Now let’s SHARE OTHER CONTENT from OTHER PAGES

• Share 1 picture

• Share 1 article

• Share 1 news item

• Share 1 event (someone else’s event)

REMEMBER – it must be Fun or Useful, & Always Relevant• You have 15 minutes,

• then you must tell everyone here what you Shared!

Ambition in Action

www.sit.nsw.edu.au

• Posting Questions

Engaging Questions

• Right now:Post an ENGAGING question to a Facebook pageGo answer the question of someone else in the room

/Hands-on Practice:

Ambition in Action

www.sit.nsw.edu.au

• Posting JOB LISTINGSRight now:1. Go to Facebook, look up “Pedestrian Jobs”2. Find a listing relevant to your industry• Of find one somewhere else

3. Share it back to your page like you did before

/Hands-on Practice:

Ambition in Action

www.sit.nsw.edu.au

• Posting JOB LISTINGSRight now:1. Go to Facebook, look up “Pedestrian Jobs”

2. Find a listing relevant to your industry• Or find one somewhere else

3. Comment & Share it back to your page like you did before

/Hands-on Practice:

Ambition in Action

www.sit.nsw.edu.au

• Posting JOB LISTINGS• Add comments when sharing – short, useful, &/or fun

/Hands-on Practice:

Ambition in Action

www.sit.nsw.edu.au

• Maximize Post Rankings• Have your staff like all the

comments on your page

• Like it as an administrator

• Also like it as your Profile

• Also share it from your Profile if you don’t mind it on your profile

• Why?• The more action (comments,

likes, sharing, etc), the higher itranks

• The higher it ranks, the more it shows up in Fans’ News Feeds!!

/Hands-on Practice: