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Tweeting for your life! Karen Morath ([email protected] or karen_morath on Twitter) April 11, 2013 Lecture Five
WRITING FOR SOCIAL MEDIA
Lecture 5 (of 13)
• Writing for social media – is tweeting a profession now?
• Social media as a strategic communication tool
• Blogging • Twitter • Facebook • Et al
Page 2
Writing for social media
• Content production • 24/7 online dialogue • ‘brand’ journalists • Genuine engagement • Living and breathing the different platforms • Not about being on message
Page 3
Is tweeting a profession?
• Digital strategists tweet, retweet, favorite, reply, post on walls, blog, pin, create web content…(they connect)
• They get paid for it • You do the math
#justbecauseitwasntwhenyouwereatschooldoesntmeanitisntnow
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Social media as a strategic communication tool • Need a marketing context • Need to think about how social and
traditional media (and therefore social and traditional marketing) differ
• Need to embrace those differences • Writing for print in the social media space
won’t cut it
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A framework for thinking about strategic communication (whether traditional or social) • Who are you trying to reach and why? • How are you going to try to reach them? • What is their likely interest in what you
have to say (not sell)? • WIIFM (them) • Timing, budget and other boring stuff
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Principles of conventional marketing • Target audience/publics • Message • Tool/s • Timing
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Principles of social media marketing (aka rules of the rave*) • *From ‘World Wide Rave’ by David Meerman Scott
1Nobody cares about your products 2 No coercion required 3 Lose control 4 Put down roots (engage) 5 Create triggers that encourage people to
share 6 Point the world to your virtual doorstep
(become googleable) Page 8
Five approaches
• 1 Build social media into your project or product
• Could be via multi-platforming • Don’t just think about the project but
design social media to explain the project and engage those who can influence its success (financiers, raving fans, customers, viewers, etc)
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Second approach
• 2 Add on the social media, eg, build your project then use social media to say ‘it’s here’, ‘check it out’, ‘get excited about it now’, ‘click here to congratulate me for my genius and to buy multiple copies’
• (fifty shades of stupid)
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Third approach
• Build a following/fan base/tribe (Godin) first, before you even start your project and engage people in the project as it develops, eg The 4-Hour Work Week (Ferriss), crowd source funding or advance purchases then produce
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Fourth approach
• Involve your audience in the development of the project, eg ‘Best Job in the World’ Whitsundays campaign in 2009 for Tourism Queensland
• $150,000 salary for six months work living on Hamilton Island
• Million Dollar Memo 2011 campaign proof it is not so easy
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Fifth approach
• Be discovered on YouTube like Justin Bieber
• Do-able but high risk strategy • Don’t put all of your eggs in this basket
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Key contemporary thinkers on social media marketing • Seth Godin – permission marketing, be
remarkable, build a tribe, unleash the idea virus, zooming (www.sethgodin.com)
• David Meerman Scott – The New Rules of Marketing and PR, World Wide Rave, even his name is googleable
• Trevor Young, The PR Warrior (www.prwarrior.typepad.com)
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Some of the tools
• Blogging • Twitter • Facebook • LinkedIn • You Tube
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Blogging
• Pre-launch community building, eg books, films, exhibitions, etc
• Thought leadership and discussions • ‘conversation’ – two way communication
not traditional one way (broadcast model) communication
• Who are the key influencers of the blogosphere in your (or your client/organisation’s) field?
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Blogging
• ‘owned’ media – jumping off point for social media strategy
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• Ripe for idea viruses and targeted reach • Opportunity for thought leadership • Ideal for establishing a fan base, ie that’s
what followers are
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• Changed interpersonal and business communication forever
• One billion users • Default setting for many • Gets around need for interruption
marketing • Builds tribes, enables involvement and fan
bases Page 19
Linked In
• Targeted base of users • Changed networking and data base keeping
forever • Changed job marketing forever/maybe education
branding and marketing too? • Ripe for idea viruses and ‘business’ world wide
raves (get your ideas heard and understood by the people who need to hear and understand them)
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YouTube
• “serves as media archive, promotional tool, social network and broadcast platform”
• ‘participatory culture’ according to media theorist Henry Jenkins but also validates power of ‘old media’
• 2010 – 24 hours of video uploaded every minute • Audience of 2 billion, nearly double the primetime
audience of all three major US TV networks combined (Bainbridge, Strategic Communication, Pearson, 2012, p43)
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Social media marketing campaign success • Need to understand influence theory…
(Robert Cialdini) • Six basic categories of influence • Reciprocation, consistency, social proof,
liking, authority and scarcity
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Reciprocation
• People will respond in kind or to kindness
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Consistency
• People will like and respond to honest and consistent behaviour and promises
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Social proof
• “We determine what is correct by finding out what others think is correct.”
• Key aspect of influencer theory and thought leadership in social media
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Liking
• People like who they like. They listen to them and follow them.
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Authority
• We are trained from birth to believe that obedience to proper authority is right
• Compliance • Social conditioning • Tribes • Me-tooing
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Scarcity
• “Opportunities seem more valuable to us when they are less available.”
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How is writing for social media different from print? • You write to individuals • You converse • You comment on others’ work (even
competitors’) • You write hoping to be forwarded – no
such thing as private any more (Facebook)
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Writing for social media
• It’s often live and urgent – real people demanding real attention 24/7 (a resourcing issue. Strategic communication will become a shift worker’s gig.)
• Timeliness is vital • Involves genuine consultation • Friendly, conversational, engaging (tone) • Active voice, have a call to action
Page 30
Role of strategic communicator
• Write media release, newsletter article and blog post
• Shoot footage and still pix for news sites, corporate website and blog, YouTube
• Record interview or grab for podcast • Write tweets (with pics) and participate in
conversation about the story
Page 31
The here and now and the future
• YouTube channel • Blogging and tweeting every day (eg
Deloitte) • Monitoring website • Managing FB page • Pinterest, Instagram, LinkedIn… • Corporate and individual social media
profiles Page 32
References
• Bainbridge, J in Greenland, et al, Strategic Communication, Pearson, 2012
• Cialdini, R, Cialdini’s Six Principles of Influence, www.mindtools.com
• Scott, DM, World Wide Rave, John Wiley and Sons, 2009
Page 33
Next week – writing for print
• Print media and print production • Brochures • Ads • Media kits • Newsletters • Implications of social media for print media
and strategic communication
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Example presentation title Page 35
Thank You
