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Social Media Masterclass25th of February 2017
London
Question 1: Which is the only Social Network that has more men using it than women?
Men & Women
Question 2: Who posts more often per day
Men or Women?
Women!
Question 3: Who are more likely to interact with
Brands via Social MediaMen or Women?
Women!
Question 4: Who consumers most News via Social
MediaMen or Women?
Women!
Question 5: Who uses Social Media via Mobile
devices moreMen or Women?
Women!
Question 6: What is the best time for posting on
Facebook. Is it?
a)7amb)10amc)12pmd)3pme)5pm
Best times to post on Social Media
Question 4: Is it better to post on Twitter on
Weekdays or Weekends?
Question 5: Is it better to post on Linked-in during work hours or outside of work hours?
Question 4: Is the average length of website visit on
Pinterest?
a)5mb)8mc)13md)16me)20m
Timeline Attention Span• Which Social Network has
the longest attention span half-life?
a)Facebookb)Twitterc)Direct Links via Messengerd)Youtube
Timeline Attention Spans
Here is why we are here today
Social and Google Listings
Your logo here
Google and Hashtags
Your logo here
Google and Links
Your logo here
Understand how stories work in a social media.
How to use data to understand an audience.
How to create a customers avatar How to create good original content. What to do if things go wrong.
By the end of today you will have new skills..
Content Authenticity, Originality, Humour, info into knowledge
Context Trends, Hashtags, Demographics, Time of day, Native, Personality
Connection Conversation. Serving others.
The big questions of the day. Which is most Important?
The value of Social Capital
The value of Trust
Benefits of remaining human in selling
What makes each Social Network Unique
People use mobile/Social to Escape, Connect and Organise
The last session.
The Big SixRecap from last Week
• Letting people find you when the search the Internet
• Giving you more control over what happens to you in Google Results
• A good profile encourages people to contact you
• Address book - Stay in touch with people as they change jobs
• Go direct to the boss! – Getting past the gatekeepers. Direct contact
• Galvanising Social Capital - Getting your connections to request introductions for you
• Managing your online job hunting by having your C.V online
• Becoming an influencer – By joining groups you can grow your social capital by solving industry problems
• Link it to Twitter to simplify business updates.
WHAT IS LINKED IN GOOD FOR?
WHAT IS INSTAGRAM GOOD FOR?
• Immediacy & Instant Feedback
• Smartphone Only so keeps in the moment
• Beauty - Amazing pictures every day.
• Basic Photoshop – Good use of mobile tech
• Community - strong sense of connection Little Negativity or tired Memes People taking time out of their day to be creative
• Continuity - Watching peoples lives unfold.
WHAT MAKES YOUTUBE GREAT
• Works in 56 Countries and 61 Languages
• 2nd Largest Search Engine in the world.
• 17% of all internet traffic runs through Youtube
• 6 Billion Hours watched a month.
• 25% of all views are from a mobile.
• Great for SEO & New Traffic
• Video Sharing is so easy – How to
• Hosting content to be used elsewhere
• Making Money
WHAT TWITTER GREAT
• Amazing Data – Most in depth targeting.
• Totally Open – Jump into any convesation
• Micro Blogging – simplicity. A link, a comment, a picture
• Relationship with Live TV
• Works amazing well on phones
• Great for SEO & New Traffic
• Direct bypass Gatekeepers
• Works like a newspaper curated by you
• Influence is measurable.
WHAT MAKES SNAPCHAT GREAT
• Content Deletes – Freedom from Digital Vapour Trail.
• Sense of urgency to watch content
• Great use of Filters
• Loved by Teens
• Great for SEO & New Traffic
• Direct bypass Gatekeepers
• Works like a newspaper curated by you
• Influence is measurable.
WHAT FACEBOOK UNIQUE•
Scale – but makes it difficult.
• An amazing advertising suite.
• Great on Mobile experience
• Chat is used by 900m
• Edgerank Algorythm.
• A scrapbook of our social lives
• An event Hub
Trust & Commitment come from authentcity
The Trust Curve & Social Media
Your logo here
Social media gives
momentum
Sip Pitch
Digital Stories
Your logo here
We tend to live in the distracted present, where the forces of the periphery are magnified and those of in front of us ignored. Our ability to create, plan, much less follow through on, is undermined by our need to be able to improvise our way through any number of infernal impacts that stand to derail us at any moment.
Douglas Rushkoff
Present Shock
Narrative CollapseThere is no society doesn’t tell stories.
Storytelling is how we transmit value, it has a cultural use.
It creates context. It is comforting and orienting. It helps smooth out obstacles and impediments by recasting them as bumps along the road to some better place.
But
How do we tell stories and convey values without the time required to tell a linear story?
Create a character
Put them in danger
Heighten tension unbearably
Release tension (with a product).
Traditional Narrative Technique
Your logo here
If selling turns us off, then content is King.
Douglas Rushkoff
- 'You don't click the remote to change channels because you are bored, but because you are mad. Someone you don't trust is attempting to make you anxious.'
What makes you change TV channels?
The aesthetics of social media form is the fragment
Small Fragments
Tiny Fragments
Teeny Weenie Fragments
Best Practice – Content Length
Fragments are often de-contextualised. You don’t know what came before of after
Your personality/ take is the glue
You consistent voice creates the narrative
You provide the context
Does this mean that context is King?
Authenticity Deficits
Does this mean that connection t is King?
Conversations that failed. - Starbucks #Fail
Your logo here
#RaceTogether failed because of (1) poor brand alignment, (2) authenticity deficit (3) poor reaction.
Starbucks #Fail
Your logo here
A guide to creating Content
Only around 4-5% will see your posts. Profile data is old. Are you the same as 10 years ago. Your whole success on FB is dependent on what is called the Edge
Rank Algorythm. (Not a waterfall) Every interaction is an edge. Facebook constantly trying to find most shareable content as this
makes people come back to Facebook. How much your content travels is dependent on Likes, Comments
and above all SHARES. Is your content FUN. Is it RELEVENT. Is it USEFUL? Will it work on Mobile?
HOW DO YOU FIND WHAT YOUR AUDIENCE LIKES?
Facebook Content
Think of three questions that you could ask your audience that would tell you more about them and give your more things to talk about.
Zara has 25m followers let’s look at their Facebook page.
ASK THEM!
0.000128% Engagement rate
How might we improve it?
ZARA Ouch...
Most of Facebook is now on Mobile. This means no sidebar ads.
You have to use Facebook Sponsored Stories What makes it great is that you amplify what
works organically. If you see a post working for 4-5% of your followers - Extend reach and Amplify it.
You can amplify reactions to content too. Because of Edgerank has positive impact on
further posts.
PAID CAMPAIGNS – YES!
If Facebook is about Friendship then Twitter is about News and Info.
A place where anyone can make news. It is about the moment and reactions to
the moment. You can jump into ANY conversation on
Twitter get involved. Your Personality or context is more
important than important than content.
Twitter Content
On the next slide is a picture from some trending content this week.
Add your reaction or ‘context’ to it.
Make a comment.
Jumping on Trends...
@jethro247
Creating boring links to long form content elsewhere.
Simply Re-tweeting favourable things said about you.
Worst things to do on Twitter
You can target people who LOOK like your competitors.
Most targeted form of B2B niche advertising there is.
Follower get very high quality followers.
Only buy followers from Twitter themselves.
PAID CAMPAIGNS – YES!
Instagram is a closed loop system. Links only take you to other placed in Instagram.
(People put the term – Links in Profile with each photo)
You can only share your own content People do take screengrabs of other
peoples content and re-upload. Entertain and Inform – Good pictures vital.
– Would it go in a magazine.
67% women 33% men. 72.5m users Collect and research. Display of things we love and who we
are. Virtual status signalling. 79% more likely to make purchase than
on a FB page. Posts with price increase engagement
by 36%
Do you have a pinterest account?
How could you improve the titles.
e.g - Green Teas could become – Rejuvenating Formulas for every day.
Once again the context you create is king.
Board Titles...the key to success
Video the New Language of the web.
Gets 15-20% engagement rates. Massive Influence on EDGE RANK
Between 15-30 seconds maximum.
Social Media Content Distribution tools are the best. They have the best targeting.
Build it and they do not come
Video Strategy Only 5% of content gets shared or goes
viral in any way?
You need to get confident building your own distribution channels using data?
What is data? And what is it’s relationship with creativity?
Building Custom Audiences
Top Level Results
Levels of Engagement
London Rib Voyages
Video engagement can mean a hundred different things: watching the ad, watching part of it, starting the ad, clicking on the ad, finishing the ad,
Read more: http://insights.wired.com/profiles/blogs/how-to-measure-engagement-for-online-video#ixzz3rp7G3RaV
Video Engagement
Your logo here
What tools are there for getting to know an audience?
The amazing……
https://etherpad.net/p/ICCE
Please now go to...
Follow the instructions about Followerwonk.
@pactcoffee
Competitor Analysis
Look at the percentage of @contacts, Retweets and URL tweets
Who is the most ‘social’?
What is Pact Coffee doing that is different to the rest?
Look at their twitter pages and see who is being the most human?
Other research tools Nuzzle – Discover most shared content
between a Twitter group. BuzzSumo – Discover what content gets
shared most by competitor. Find out what content is liked.
Followerwonk – How social are your competitors.
Bluenod – A visual way of finding influencers
SimilarWeb – Good for SEO strategy
Social Media as a festival which you curate. Each stage is a different social network. Have as much fun as Glastonbury has planning it.
Content Strategies: What have you got that is exclusive? Get Closer.
You don’t have to be always on. Pick your moments and do it intensely for that time.
activity: what events do you have for the year ahead
COME UP WITH A FESTIVAL IDEA. IT MUST BE A CELEBRATION OF
SOMETHING THAT YOU ARE CHAMPIONING IT MUST COINCIDE WITH IMPORTANTS
DATES FOR YOUR INDUSTRY MUST INCLUDE A VIDEO MUST INCLUDE TWO HASHTAGS THE FESTIVAL IS FOR 3 DAYS OF
SUSTAINED POSTING. ONE ITEM FOR EACH SOCIAL NETWORK
MUST INCLUDE 4 OF THE BIG SIX
Now it is your turn...
Chaz – Create a customer avatar.
Read the Article on the MailOnline.
https://etherpad.net/p/ICCE
What would you have done?
How did Benefit make the situation worse?
What if it all goes Wrong?
Having your content scraped. OR Google starts hammering you.. ‘Purely scraped content, even from high quality
sources, may provide any added value to your users with additional useful services or content provided by your site; it may also constitute copywright infringement in some cases. It’s worthwhile to take the time to create original content that sets your site apart. This will keep your visitors coming back and will provide more useful search results for user.’ GOOGLE POLICY DOC
Other things that go wrong
Is it a troll? If so don’t feed it. Find out who they are? Are they real or not?
If you have built a community, they will also protect you.
If real don’t delete.
If troll – delete comments, ban the user, don’t engage.
Explain to others why they were banned.
A complaint is posted.
Most People just want to be heard. WE HEAR WHAT YOU ARE SAYING. IF YOU WOULDN’T MIND SENDING IS YOUR EMAIL ADDRESS OR PHONE NUMBER, WE’RE HAPPY TO TALK TO YOU ABOUT THIS.
This works 99% of the time.
A complaint is posted...
Create an internal policy.
Make sure everyone knows the policy
Who will reply
How long will it take to reply
What they will say.
5 Steps for dealing with online criticism
You don’t know if this could blow up
Rule of Thumb - get it out of writing as soon as possible.
Hear the tone of voice. See the body language. The last thing you want is to get defensive in some back and forth debate.
Step 2 – Be Cautious
Be polite and patient with even if people are asking obvious and annoying things.
Step 3 - Assume the best
People will note that and take you to task for it. This can get UGLY.
If you are transparent, your community will come to your defence.
Step 4 – Don’t Delete
Use Common Sense.
Think like a Human
Take the Corporate hat off.
Step 5 – Be Human
Other Amazing Tools
Google alerts: https://www.google.co.uk/alerts follow relevant content online
activity: choose a leadership idea for your coffee company
Content Strategies in Groups
