Social media 101
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Transcript of Social media 101
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Social Media 101How to Use Social Media Effectively
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Agenda• What is SM?• Who uses the Internet and SM?• Our environment• LinkedIn, Facebook, Twitter • Focus on Twitter• Success stories• Retweeting• Top 5 Rules• What we can do
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What is Social Media?
• Web 2.0
• Fastest growing part of the Internet
• Networking
• Sharing
• Building communities
• Karma/Brand exposed
• WOM
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Case in Point
• Shift Communications– Random selection: BMW– Google search #8: Blog “Posts from the BMW
Category at AutoBlog”– 285,000 links to blog– #56 out of 50,000,000 blogs– Active community: Comments and posts– No one from BMW participated– Imagine the impact of contact between BMW and
enthusiasts: loyalty, content to share, demo of care
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Who Uses the Internet?• 73% Canadians use Internet daily• NS & NB are 4th and 5th highest users• Urban: high speed• 67% of Cdns access the Internet while watching TV• 49% have wireless• 30% have more than 2 computers• More than 80% of Atlantic Cdns have mobile phones• Use of smart phones on the rise
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What About SM?
• As high speed is available, SM use increases• SM use grew by 48%• 61% of online consumers research with SM• 63% use SM for news & info• 40% use SM to communicate with orgs.• 50% of Cdns have an SM profile• 93% of these are on Facebook• 26% of Cdns are aware of Twitter; 6% use it
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SM in Atlantic Canada
• 60% of Atlantic Cdns use SM– Up 14% in one year
• 600,000 are daily/weekly users
• 3,000 citizen blogs in NS; slightly less in NB
• 52% of users in NS are 35 and older
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Age and SM
• Facebook: 42
• MySpace: 18
• Blogging: 36
• Twitter: 34
• Under 30: video
• Over 30: photos
• Under 40: less email
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Top SM Activities
• All SM use is increasing in Atlantic Canada
• Facebook, LinkedIn and Twitter lead
• Twitter grew the most in last year
• Flickr is the most popular photo sharing site
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Our Environment
• Increased competition– Volunteers, donors, time, other events
• Limited resources– Financial, human, technical, material
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Marketing
• 7 to 30 touches before people buy
• People become active when the time is right for them
• Build recognition & reputation
• Set achievable goals
• Know your supporters/customers/audiences
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FB, Twitter, LinkedIn• Three favourite sites in Atlantic Canada
• LinkedIn is an exclusive club
• FB is like a networking event
• Twitter is a tailgate party– Fastest growing site in Atlantic Canada– Unknown
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• Don’t talk to strangers• Connections• Power of personal connections & shared contacts• Upload your resume• Invite those you know• Ask for referrals• Join groups• Link Twitter, blog, events
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• 80 million users• Friends• Informal but there are rules of engagement• Friend requests: those you know• Join groups to make new friends• Create pages• Create events• Exponential WOM
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• Microblogging: Communication in 140 characters • Followers• Casual• Tweets• Invite your friends to Twitter• Follow people & hope they follow you• Engage through sharing useful info + commenting• Lean but powerful
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Anatomy of a Twitter Page
• Home
• Profile
• Find people
• Settings
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Navigating Twitter
• @username
• DM
• Hashtag: #
• RT
• URL shortners (bit.ly)
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What to Tweet?
• What do they want?
• What do they need?
• How can you address that?
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The Science of ReTweets
• http://danzarrella.com/science-of-retweets.pdf
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Epic Change
• Epic Change– Twitter: raised $11,000 in 48 hrs
• Clear, audacious goal• Urgency• Easy• Fun & positive• Leveraged existing networks• Recognized top donors
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Dollars for Darfur
• Facebook Group:– 5,000 student members– $150,000 in 2007
• Harnessed energy
• Networks
• Easy
• Incentives
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Discussion/Flipchart
• How could we use Twitter?
• For what purpose?
• What could we tweet?
• How could we manage a twitter account?– Multiple tweeters?– Responsibility of one?
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Tweeting• Tips
• Urgent action
• Special events (leading up to)
• Reports
• Other followers or community events
• Invitations to real or viral events
• News
• Ask questions
• Live microblogging
• Changes to events
• Tweets from the road
• Use hashtags for easy following
• RT
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Top 5 Rules
1. Listen
2. Get involved
3. Give up control
4. Be honest
5. Think long term
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What Can We Do?
• Ideas?
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Ideas• Limited resources?
– Create SM Team
• Post photos• Create and share video
– YouTube capability
• Communicate• Engage• Begin thinking about mobile messaging capability
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Resources
• Thanks to:– Media Badger
– 30 Days to Social Media Success, Gail Martin
– Ryan McNutt, Dalhousie University
– Stats Canada
– PrimalMedia
– The Science of ReTweets, Dan Zarella
– Brink: A Social Media Guide from the Edge, Shift Communications
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