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Why go social
Collaborate, learn, and innovate - Footprints outside the firewall!
Open Source Summit North America
Arpana M Durgaprasad, IBM
Opinions are my own and not the views of my employer
What this session will take you through
• Social media: growth and how the landscape keeps changing
• Know about some tools to create a network
• Create your social personas
• Find and engage with relevant news, important people, industries, companies, and influencers
• Amplify content, through external social media platforms
This Photo by Unknown Author is licensed
under CC BY-NC-SA
What is yours?
Introduction
A transformation unimaginable till recently – Social is how the world rotates now.
• Personal interactions with family and friends
Transform
• Engaging with clients, customers, fellow experts, and influencers.
• Gain insight into the sentiment, activities, performance, and behaviors of large numbers of people. Being social is how modern enterprises work.
Photos used licensed under CC BY-SA
Social media marketing - Statistics & Facts• Started as an entertainment tool and evolved to a
powerful marketing tool
• Major role in connecting marketers with customers
• Social media marketing is on the rise, as this type of media gains importance in the industry and shows potential for further development
• Forecast to grow from around 32 billion U.S. dollars in 2017 to approximately 48 billion U.S. dollars in 2021
Photos used licensed under CC BY-SA
Number of social media users worldwide from 2010 to 2021 (in billions) • In 2017, 71 percent of internet users were
social network users and rising.
• Social networking: Most popular online; high engagement rates and increasing mobile possibilities.
• North America ranks first: Social media penetration rate.
• In 2016, 81% approx. United States population had a social media profile.
• Users spend on an average week:
• 215 min: phone
• 61 min: PC
• 47 min: tablet
Mobile and PC photos used licensed under CC BY-NC-SA and Photo of tablet under CC BY-SA
Social media platform direct purchase statistics: United States as of October 2017
• Whopping 47.7% percent of responding social media users made a purchase directly through a post on Facebook.
Shirt photo licensed under CC BY and Cart photo licensed under CC BY-ND
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1
Twitter (https://twitter.com/)
Why use it:
• Real time information and interaction
• Identify trends, gain insights, and add value along with marketing
• Find, follow, understand, engage audience
• Capitalize on opportunities about or by competitors
• New ideas are born when colleagues or influencers share knowledge
• Broadcast news, company news, webcasts, trade shows
• Post links to relevant information, share interesting bits of your company and yourself, ask for feedback from audience
Photo licensed under CC BY-NC-SA
Twitter followers
Gaining more followers - so how do you get noticed:
• Follow and get followed (More followers, helps others take you seriously)
• Find new followers using keywords, Twitter search, and automationtools such as hootsuite, socialbro
• Follow right people (Influence follow, Actively engage)
• Market your handle
• Follow relevant company handles
• Be available
Following Following
@arpanamoraje
Finding interesting people and conversations• Need to focus and eliminate noise
• Use content getting a lot of retweets; Add your comments and opinions, tag – Amplify
• Important influencers and thought leaders (Well connected, intelligent opinions, push conversations, esp in your sphere of interest)
• Use twitter filters
• Use hash tag, latest, people, photos, videos, news (you can get information what people are saying right now)
• Can use tools such as Crowdfire or Followerwonk: who to follow, search by bio, keywords
• Use twitter lists
• Eventually people start following and depending on you and you become an influencer
LinkedIn: Why?• Worlds largest professional network
• Over 200 countries
• Make connections with other professionals
• Promote yourself without social hoops
• Use personal profile to post blogs, upload attachments
• Join groups and engage discussions with like minded people
• Forge relationships
• Presence in search engine results
LinkedIn: Your profile• First impressions matter
• Headline: most important, include current position and keywords
• Professional photos
• Complete all sections
• Summary: unique
• Include organizations and causes
• Skills: go wild with keyword optimization
• Recommendation/Awards/Patents
• Join groups: visible
LinkedIn: Groups• Connections: three degrees
• 1st degree: your connections, 2nd degree: your friends, family and colleagues, 3rd degree: connections of your friends, family and colleagues
• Join groups: like minded people who share knowledge and form a community
• Explore member list to connect in the group
• Make it a daily activity
• Interact, engage, follow
• Health mix of fun and work
• Add links, videos, image – increases glance to click and share
• Brevity
• 50% customers are more likely to make a purchase from a company they engage with on LinkedIn
LinkedIn: Best practices• Reflection of you and your company
• Personalize requests to join a persons network
• Use hashtags
• Share your expertise and solutions
• Join groups
• Use as professional record
Youtube: Why?• Hurley and Chen developed the idea for YouTube during the early months of 2005, after they
had experienced difficulty sharing videos that had been shot at a dinner party at Chen's apartment in San Francisco.
• Capturing Attention
• High Traffic Volumes
• Viral Marketing
• Multiple Video Marketing Channels
• Search Engine Rankings
• Social Media Marketing Integration
• World-Wide Accessibility
YouTube: How do you make it part of the success story• Create a channel
• Upload your videos
• Use playlists
• Add descriptions and tags
• Share simultaneously as your publish on google plus and twitter
• Add relevant thumbnails
• Use youtube metrics and collective intelligence to soar forward
Youtube metrics• https://www.youtube.com/analytics
Compelling content• Inner Narcissus (Selfie, selfie and more selfie)
• Memories are valuable and waiting to be tapped
• Opposite poles attract
• Its human to err
• Your heart knows things that your mind cant explain
• Momma knows best
• Unable to answer, please call, said no one ever
• Contradiction will get you Attention
• Create something of value to people
• All work and no play makes Jack a dull boy
Excerpts from Create compelling content
Roadblocks• Quality matters (Handling Large Volumes of Incoming Social Media Messages)
• Too much is too bad (Fully Maximizing Social Media Impact)
• Too many cooks spoil the broth (Involving too many people)
• Nothing comes for free (Is it really free?)
• No one knows what is next, but everyone does it (Not Making Sense of Social Media Data)
Thank you