What is Social Media? And how best to use it. Agenda Introduction What is Social Media? Why use...
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Transcript of What is Social Media? And how best to use it. Agenda Introduction What is Social Media? Why use...
What is Social Media?And how best to use it
Agenda• Introduction• What is Social Media?• Why use Social Media?• Social Media Strategy and Integration• Measurability and KPIs• Useful links and documents
What is Social Media?
Social Media is a group of Internet-based applications that build on the ideological and technological foundations of Web 2.0, and that allow the creation and exchange of User Generated Content
Source: Kaplan and Haenlein, 2010.
Hmm…• In English, social media is:
o Social Networkingo Video Sharingo Photo sharingo Blogging/Forumso Social Bookmarkingo Content Aggregators
Social Media enables:• Collaboration
o Users sharing with others from your website• Retweets and mentions on Twitter• Likes on Facebook• Sharing links of social bookmarking
• Interactiono Via comments on blogs, forumso Twitter, Facebook etc.
Social Networking• Social Networks are platforms designed for users
to interact with one another and allow people to create personal profiles in which they can communicate with fellow users.
• Social Networks allow users to chat and share content – be it through text, photo or video.
• Focus on Facebook, Twitter, LinkedIn for now.o Google+ should be included in later phase.
Video Sharing• Video is a content medium that can be uploaded
and shared online. • Users can comment on posted videos and
increase viewer numbers through links, word of mouth and by uploading the video to other online portals/sites.
• Focus on YouTube for now.• http://www.youtube.com/user/daveatzerowaste
Photo Sharing• Photo sharing sites are becoming increasingly
popular and allow users to upload and share their photographs or images online. These photos can then be shared across the web.
• A good example of a photo sharing website would be Flickr.
• Probably not required for now as photos can be uploaded to website. Phase 2
• Any photos on website can be shared via social networking channels
Blogs and Forums• Blogs and forums are usually maintained by an
individual, a business or an online community. • Allows interaction through comments left by users
and provides good archiving for articles.• Important to respond to the comments.
Blogs and Forums (2)• Main difference between Blogs and Forums:
o Typically a blogger has an area of expertiseo Forums are used for people to raise questions. Commonly called
discussion boards, bulletin boards.
• Usually incorporated into website. • Recommend at least a Blog is included in your
website. • http://www.ecoportal.org.uk/categoryuncategorize
d/
Social Bookmarking• Social bookmarking sites allow users to share
their thoughts on content across the web. They can comment of all types of content whether it is an overall website, a blog post, a news article or even a photo or video.
• By publicly bookmarking this content it becomes suggested to other relevant users who in turn read and can also bookmark the item spreading it across the internet.
Social Bookmarking (2)
• Popular social bookmarking sites include: Digg, StumbleUpon, Reddit and del.icio.us.
• Good tool for collaboration internally by sharing bookmarks.
• Recommend this is part of strategy as easy to implement.
• http://delicious.com/zerowasteuk
Content Aggregators• RSS Feeds • Paper.li
Content Aggregators (2)
• Why RSS? Benefits and Reasons for using RSSo RSS solves a problem for people who regularly use the web. It allows
you to easily stay informed by retrieving the latest content from the sites you are interested in. You save time by not needing to visit each site individually. You ensure your privacy, by not needing to join each site's email newsletter.
• Try Google Reader. Can be used to build social bookmarking for your group.
• RSS feeds from other websites can be included in your website
• http://www.zerowastenorthampton.co.uk/rss-feeds
Content Aggregators (3)
• Paper.li• Aggregation tool for twitter accounts• Creates a daily twitter newspaper from your own
tweets and selected users you follow.• Very simple to setup and can be integrated with
your website• Once set up you only need to review it once per
month• http://paper.li/0WasteNorthants/1310216913
Why use Social Media?• Internet usage is an everyday activity• Smart phones are becoming common place• Tablets and netbooks are up and coming
Internet usage by gender and social
grade
All ages 15-24 25-34 35-44 45-54 55-64 65+
Males 82 94 89 94 85 77 52 80-100%
Males AB 94 100 98 98 100 93 78 50-79%
Males C1 90 99 98 99 89 84 60 0-49%
Males C2 75 92 83 90 83 69 38
Males DE 62 84 76 83 52 54 23
Internet usage by gender and social
grade
All ages 15-24 25-34 35-44 45-54 55-64 65+
Females 73 90 91 87 84 66 34 80-100%
Females AB 89 100 100 97 97 90 57 50-79%
Females C1 83 95 97 95 92 84 39 0-49%
Females C2 71 94 87 87 83 44 35
Females DE 48 75 79 61 52 30 16
Internet Connection type
0
10
20
30
40
50
60
70
80
% Connect Method 2010% Connect Method 2011
iYC8EnqfHyIngnlchvQRuT
Smart Phone usage
All Male < 35 Male 35+ Female < 35 Female 35+ 0
10
20
30
40
50
60
Smartphone ownership Jan 2010Smartphone ownership Jan 2011
2wZDhKBJf3u0aj7yCI2UtF
Tablet Usage
All Male < 35 Male 35+ Female < 35 Female 35+ 0
10
20
30
40
50
60
70
80
90
100
Tablet Ownership 2011
mrPICMviJGZNYMsLW2XJsb
Social Media Strategy• Based on business case of organisation• Understand your target audience• Investigate where they are “social” on the web
i.e. Facebook, Twitter etc.• Website is the core of the strategy• Social Media is integrated with website
Social Media Strategy (2)
• Decide on a web browser and everyone uses ito Enables better collaboration within groupo Google Chrome works for me
• Don’t forget email as part of your strategy
Social Media Strategy (3)
• Phased approach is best. Examples:o Website, Twitter or Website, Facebooko Website, Facebook, Twitter and LinkedIn.o Website, Facebook, Twitter, LinkedIn, Blogo Website, Facebook, Twitter, LinkedIn, Blog, YouTubeo Website, Facebook, Twitter, LinkedIn, Blog, YouTube and Social Bookmarkingo Website, Facebook, Twitter, Blog, LinkedIn, YouTube, RSS, Paper.li and Social
Bookmarking
• Possibly target this as a final solutiono Website, Facebook, Twitter, LinkedIn, Google+, Blog, YouTube, RSS, Paper.li
and Social Bookmarking
• Learn as you go – Don’t try and do too much in one go
• Enjoy it!
Online Strategy creation process
Successful Strategies are measurable
• Use website and social media tools to measure the success of your strategy
• Websiteo Google Analyticso Search Engine Optimisation (SEO): This is key!
• Twittero Twittercounter.como SocialBro
• Best time to tweeto CoTweet
• Allows multiple users and buffering of tweets to your “Best time to tweet” schedule
• Facebooko Insights
Successful Strategies are measurable
• Integrate website and social networks so updates automatically appear in your other accountso Tweetdeck and Google+ are good for this
• Remember not to try too much at once• An account needs to be maintained and then
tools used to measure success.• Phased approach may work best
Integration from website to Group’s
accounts
Visitor on
Group Website
Group Facebook Page
Group LinkedIn
Group YouTube
Group Twitter
Group Google+
Group RSS feed
Integration from website to Visitor’s
accounts
Visitor on
Group Website
Visitor’s Facebook Page
Visitor’s LinkedIn
Visitor’s YouTube
Visitor’s Twitter
Visitor’s Google+
Visitor’s RSS
reader
Social Media Behaviour
• Unwritten laws?• Treat the user community like you would your
bosso No dirty jokeso No swearingo Don’t tell them what you had for breakfasto Keep the content relevant to your audience
• To follow or unfollow, like or unlikeo If you have a common interest then follow/likeo Don’t over tweet in a given space of time. Use bufferingo You can’t follow everybody as you can’t read every tweeto Use lists in twitter for your favourite users you follow o Favourite a tweet from a user you’d like to follow you as this shows up
on their notifications
KPIs• Website
o Number of visits• New Visitors• Returning Visitors
o Bounce Rate• This is key. !00% means people get to the site and leave without
clicking to another page.o Visits per source
• SEOo Google your own site via a keyword search and see where you are on
the listo Goal is first page – achievable?
KPIs (2)• Twitter
o Mentions and Retweetso Don’t get hung up on number of followers. Reciprocation following
means everyone has lots of followers but most people use mute.
• Facebooko People talking about this and Total reacho Again total Likes isn’t necessary what to measure success by.
Google Analytics
Google Analytics (2)
Google Analytics (3)
SocialBro: Best time to tweet
Twitter Counter
Facebook Insights
Useful Docs/Links• 10 Fundamental Tips for Social Media Community
Managers• Good Blog to follow• Download this• How to use Facebook for business• 25 website must haves ebook
Thank you for listening
Any Questions?