Top 60 CEOs on social media There has been a significant increase in the number of Fortune 500 CEOs joining LinkedIn Influencers program.

Pro

filesTwitter

LinkedIn

Aud

ienc

eLinkedIn Connections Twitter Followers

Con

tentWriting core

contentTopicsScanning conversationsFinding pockets of influence on these topics and following/connecting with them on LinkedIn and Twitter

Cha

nnel

sLeverage a multiple channel approach

How to amplify your brand

The University’s brand is your brand

Past colleagues

FriendsBusiness Contacts

Alumni

You’re leveraging your LinkedIn network

And managing a plethora of online properties

University website

University Blog

LinkedIn

Twitter Google +

Facebook

With so much at play what is the formula for success?

It starts with your personal brand

Build your profile

Put your brand front and centreMake yourself more easily found on LinkedIn search with a crisp, punchy

headline describing what you do and where you work

Caroline McMillenBiomedical researcher and higher education leader at University of Newcastle

Tell your brand story

Showcase the University and your career, highlighting personaland UoN accomplishmentsor merits in the Summary andExperience sections. You can use youtube videos, images, slides.TedX presentation? Staff image? Research reputation campaign image? Conference presentation?

Let Your NetworkSpeak for YouBuild your reputation withendorsements andrecommendations from colleagues, researchers, business contacts, LinkedIn group specialists.Use skills and expertise keywords from profile

Next up: your company brandEstablish the University’s

Company Page

Connect your company page to your personal page

Caroline McMillen “As an institution that is making its mark on the global stage, we are characterised by people who are willing to change the status quo and transform their fields of practice.”

Connect your ColleaguesIncrease the University’s pages’ visibility on LinkedIn by

encouraging fellow employees to add their current position

Now you have a foundationTime to build a following

First leverage your existing outlets Tap into your brand networks

Connect your online propertiesGive your brand more opportunities to be found by the right people – Link the University LinkedIn page to the website and other social media platforms

“Any time we have other forms of communicationin other online properties we really need to look to seehow we’re linking to LinkedIn”- Mike Cox, Senior Strategic Planner, Modea

Find and JoinLinkedIn Groups

“Do a search and find the groupsthat are talking about the thingsthat matter to you and the University. Join those groups andcontribute.”

– Gary Schirr, Social Media Professor

Type your topics into this search bar on LinkedIn

Group Suggestions

• Higher education teaching and learning• Leadership think tank• Innovative learning and education

innovators• Clinical research professionals• Biomedical engineering• Inside Higher Education – the new

conversation

Contribute inLinkedIn Groups

Engage with active members intarget Groups to gain thoughtleadership and build areputation for your personaland University’s brand

Be seen as somebody who’s a member andwho cares and provides good advice – the

benefits will accrue.

– Gary Schirr, Social Media Professor, Radford University

“The primary benefit of us being on LinkedInis to show thought leadership and to provide

value to people in the space. – Alex Shamy, Head of Growth Marketing, Heyo

Influencers Choose which influencers you would like to follow; comment on

their content, like or share

Click on Interests under the top search barClick on Influencers Click on All ChannelsFind Higher Education

Influencer ChannelsChoose which influencers you would like to follow; comment on

their content, like or share

Now that you’re posting astream of quality content,

promote through the network

Leverage your ColleaguesPrompt coworkers to share updates through their personalnetworks, and drive increased exposure and engagement

Finally, don’t stop iteratingMeasure and refine

Core Content • Establish a rough idea of the topics on your radar that you would like

to engage others with on social media• Regularly scan the online environment (Twitter, Google, LinkedIn) for

conversations you can join and be part of the information flow in social media.

• Discover what your brand’s perspective is on these topics • Thought leadership topics

– Research funding– Corporate planning– MOOCs– Rankings– Women in leadership– Equity and excellence – Healthy workforce

Content pulled from ‘From the VC’s Desk’ which is half way there

Goal: LinkedIn Influencer

• LinkedIn measures your social media engagement when evaluating your potential ‘influencer status’. They look at your: – LinkedIn presence– Blog activity– Followers from this blog and other forms of

social media e.g. twitter

Lets look at using this area on our website to aggregate your social media engagement from our Website, Blog, LinkedIn and Twitter.

Aim: Aggregate social media engagement and foster traffic back and forth from LinkedIn to our website. 

Features on this page:Your Twitter feedRss feed from

• The Conversation• LinkedIn influencers you

want to partner with

UoN LinkedIn feedStaff on LinkedIn scroller

Building an audienceThe technical

know how

Tweet Tips• Always use a URL shortener • 140 characters but ideally under 100 so people can retweet• # are used to affiliate a tweet with a topic. Use # to try and

promote a viral following for a specific topic• Engage followers and influencers by including @mention in your

tweets that resonate with the influencer. Tweet + link + @mention + #topic– Vicki often does the @mention at the start which excludes her other followers. There is a

private message option on Twitter which is a better option. Take a look at how Andrew Dempster used @mention. You need to be apart of the flow of information from one source to your audience.

– Tweet events but include an action, some information or a quote – always question the value

– Ian O’Connor is often tweeting about events. He should contribute more to the conversation. A little self promotion is good but if your entire history is about you then you have got it wrong. 4-1-1 rule by the Content Marketing Institute. For every 1 self servicing tweet, retweet 1 relevant tweet and share 4 pieces of relevant content written by others. Most websites enable you to share their content.

LinkedIn and Twitter share icons

LinkedIn and Twitter share icons

Sharing content from the source• Look for these icons circled • Make sure you are logged in to Twitter

and LinkedIn on the device you are using (PC or Mobile)

• The bird icon is Twitter• The ‘IN’ icon is LinkedIn

When you click on the LinkedIn icon there is always an option to share to Twitter too.

You can post to groups or individuals on LinkedInTwitter has no targeting options you can only send to ALL followers

LinkedIn and Twitter share icons

Websites with no sharing icon (?)

First: Shorten the URL (login)

Second: visit your Twitter accountThird: click on the composition icon Forth: paste the URL from Google Shortener: ‘Comment + URL + #topic’ (no tag chosen here)Fifth: click Tweet

RetweetingWhen you follow a content source, their content will appear in your newsfeed. When you retweet you are passing this content onto your followers

• It is good to have a mix of tweets, replies and retweets (4-1-1 rule helps you do this)– David Battersby, Andrew Dempster and Vicki Thomson are the only people profiled

who retweeted or shared content– See example interactions and mentions in the twitter.com/Uni_Newcastle

• Create a contest which asks followers to contribute– Popular Twitter chat examples - Blogging @MackCollier Sundays 9pm

#blogchat and Trending business topics @samfiorella Wednesday 8pm

• Learn who your influencers are and engage with them (retweet or share their content). Reach out to top sharers and perhaps be their guest blogger. The more you engage with your top influencers, the more they will continue to promote your content.– Vicki’s influencers are Andrew Dempster (667 followers) , Joanna Mather AFR

reporter, The Conversation, Kevin Rudd and a few MPs.

Tweet Tips

Messaging• Make sure you are contributing to conversations?• Build relationships, reciprocate • Engage and be engaged• Be part of the flow of information• Don’t be repetitive

– Jan Thomas has often tweeted several times in a row about the same thing

– Andrew Dempster tweets are varied

– Vicki Thomson has a lot of emphasis on politics at the moment

• Know what your influencers are tweeting about and respond accordingly • Create VALUE, retweet material to be helpful to your network, but write your

own material too– Vicki Thomson is often retweeting or sharing other information and not writing her

own material

• Tweets can be a mixture of educational and entertaining and soft/hard promotion (come to Open Day vs. register for Open Day or download the schedule)

Following Tips• Import your contact databases • Follow people your competitors are following• Follow those your followers are following• Search for experts in the field tweeting • Establish a set of subjects you might be tweeting about and key terms

used online – Scan Twitter or Google to find out the key terms being used use these as

#topics • Spend some time trying out different searches and # that are relevant.

When you find the people contributing most to the conversation, follow them.

• Find people talking about the Uni, industry or subjects you are interested in

• Try and follow back those following you • Read the tweets of those following you and search for keywords relevant

to you

Followers• Becoming someone’s follower accomplishes four goals:

– You are identifying accounts that will be relevant and interesting to you, the Uni and the sector

– You let people know you are on Twitter, and encourage them to follow you back

– You associate yourself with a specific group of industry experts and thought leaders, demonstrate your interest in the space

– You are getting to know influencers and they are getting to know you

• Easier than starting a conversation at a cocktail party but remember the relationship can be paper thin.

– Don’t clutter your newsfeed if you don’t like someone’s content unfollow them

Following on TwitterWho do you want to start following? Create a list• University newsrooms• Media, journalists (higher ed and overseas)• Business leaders Rupert Murdoch, Bill Gates• Ministers• University Networks – here and overseas• Associations• LinkedIn influencers • People in LinkedIn discussion groups

Twitter proviso

• Vice-Chancellor of @uni_newcastle. #HigherEd, #Research, #Leadership, #Equity. All views are my own. Retweets not necessarily endorsements.

• Wall paper – NeW Directions art?

LinkedIn Connections

• Do they live in my community?• Do we belong to the same

group(s)?• Are they connected to

someone I know?• Do we or have we worked in

the same industry?• Do we share common

hobbies, interests or causes?• Have they read or spread my

content?• Have they included a personal

note with the invitation?