A Social Media Crash Course

from @_jemima and @tomszekeres

Monday, 22 April 13

Who are we?

Jemima Garthwaite | @_jemima Social Media Strategist working with Tech, Luxury, Charity, and Alcohol brands, plus a few that are still twinkles in their founders' eyes.
Monday, 22 April 13

Tom Szekeres | @tomszekeres Data Analyst with experience in Travel, Government, Fashion, and Telcos; advisor to an early-stage mobile photo-sharing startup.

Before we begin
Write down this link: bit.ly/socialcrash When you see a number (e.g [23]) in the presentation, just append it to the above, and you’ll be taken to the full URL. So for [09], the link is bit.ly/socialcrash09

@_jemima | @tomszekeres | bit.ly/socialcrash
Monday, 22 April 13

Who are you?

Monday, 22 April 13

A Social Media Crash Course
by @_jemima and @tomszekeres

Monday, 22 April 13

Social Media for Start-ups
by @_jemima and @tomszekeres

Monday, 22 April 13

What is this all about then?
Start-ups
(through their eyes)

Social

Off piste

2013
(not 2010)

This talk
@_jemima | @tomszekeres | bit.ly/socialcrash
Monday, 22 April 13

Bad habits die hard

Repetitive and unimaginative engagement techniques

Over-reliance on competitions and incentivised engagement

Always trying to drive from shared spaces to owned spaces

Monday, 22 April 13

Things have changed

30

They keep changing!

Every week, a torrent of things that may or may not matter to your business.

We can give you an OPML list with only the good stuff (and none of the nonsense).

Monday, 22 April 13

Blogs and RSS are on the wain

Monday, 22 April 13

For many, social media is the web

Visits to Social Media and Forums overtook Entertainment sites in 2011

How the average hour of internet use looks today - April 2013

Monday, 22 April 13

Social media is an addiction
Social Media increases levels of oxytocin in the blood. After just 10 minutes on Twitter, levels can rise up to 150% (significantly more than a groom at a wedding). Oxytocin levels are linked to characteristics such as empathy, generosity, and trust.
"A Facebook user who uses the site multiple times per day is 43% more likely than other Internet users and more than three times as likely as non-Internet users to feel that most people can be trusted."

01

Monday, 22 April 13

Build > Launch > Optimise

Monday, 22 April 13

Who are you? Who are your audience?

Monday, 22 April 13

Where are your audience?

Monday, 22 April 13

What do you want to do?

Own your search page?

Set up a landing page or blog?

Demonstrate expertise?

Monday, 22 April 13

18

Monday, 22 April 13

Choose your networks

Monday, 22 April 13

Claim your profiles
• • •

Check if your name is available Sign up to Twitter First Use Twitter to create other accounts where possible Facebook Page comes later
03

02

Monday, 22 April 13

Design Once

Bio Keep it to 140 characters, save it once, roll-out everywhere. Link Make sure you’ve got a landing page, and then link out to other networks Profile Photo Make sure it works as a square (and at a small scale) - should be recognisable. Cover Photo 04 05 06 07 To make it future-proof, design at 2560 by 1440 px

Monday, 22 April 13

2560px 1440px
Google Plus / YouTube

Twitter
Facebook

Monday, 22 April 13

Choose your tools

08

29

09

Monday, 22 April 13

Plumb Everything Together
10

Monday, 22 April 13

Set up your phone and tablet

Social = mobile first - keep the most important apps on your home screen, always logged in. A few key apps:
• • • • • •

Facebook Pages Hootsuite Tumblr Instagram Buffer Feedly

12 14 31 15 29 16

13

@_jemima | @tomszekeres | bit.ly/socialcrash
Monday, 22 April 13

Set your KPIs/Use Social for KPIs

17

Say no to vanity metrics

Look instead at how engaging and shareable your content is

Monday, 22 April 13

Monday, 22 April 13

Don't forget Email
Still the number one social network by usage …and by conversion rate

19

Monday, 22 April 13

Build > Launch > Optimise

Monday, 22 April 13

Plan in advance
20 22

21

29

29

Scheduling is (usually) your friend

Dan Zarella is a data analyst who theorises about the best time/day to tweet/post etc.

These findings are useful, but analysing your own (unique) community is the best solution.

Monday, 22 April 13

Noise
Launches and releases are tent-pole moments, and should be planned with creativity and military precision.
• •

Piggy-back on another event Enlist the support of your friends, family, and wider network (in advance) Find usual ways to launch or seed out your product

Monday, 22 April 13

Noise - XX Coexist

A link to download the album was given to a single fan.
Monday, 22 April 13

The website showed a live visual of the virality of the album as it was seeded to the world through a single fan

Noise - Mr Cake

Mr Cake (Chris Holmes) asked his brother (who at the time had many more followers) to Tweet his “resignation cake” - it’s since been featured by the New York Times, Huffington Post, MTV & Cosmo
Monday, 22 April 13

Noise - Global #RichList
Good example in the use of #RichList trend hijack to re-launch gobalrichlist.com

Search volume for “times rich list” since 2004
Monday, 22 April 13

Noise - Tight Wallet / Kickstarter

TGT Wallet, like many upstarts, realised the launch potential of the Kickstarter platform They took a hit in profit from their first few thousand sales, but benefited from the visibility the platform can often create. They also made a lovely thank you video

Monday, 22 April 13

Thank those who helped along the way

Make a list of people who mentioned you or helped in any way, and offer a small thank you

Monday, 22 April 13

Build > Launch > Optimise

Monday, 22 April 13

Think Social First
• •

@message instead of email Twitter Search results instead of Profile Link Google+ Local instead of "How to Find Us" 23

Monday, 22 April 13

Tools - Time to Go Pro?

Monday, 22 April 13

Listen for feedback
• •

Don't ask, don't get Track your domain name and your brand name, as well as your screenname Give everyone access

Monday, 22 April 13

Track clicks, spot patterns

Look at spikes to see what you did well

Use click tracking to work out the best time to post on each network

Set up domain tracking to see how your blog or products are shared

Monday, 22 April 13

Increase your shareability

Most platforms have a wizard like this one from Twitter
24
Monday, 22 April 13

Tweak the copy - ensure it’s something people would actually say

With Twitter, you can even suggest to follow your account afterwards

25

On Site: Metadata

Open Graph - works on nearly all platforms
26
Monday, 22 April 13

Twitter Cards - customised based on the type of content linked to
27

Verification - easiest done via meta tags
28

Take advantage of Social Proof

Monday, 22 April 13

In Summary
Build
Define Audience Get your Channels Design Once Plumb Together

Launch
Plan Ask for help Make Noise Thank bit.ly/socialcrash

Optimise
Listen Measure Tweak Amplify

Monday, 22 April 13

Thanks
from @_jemima and @tomszekeres

Monday, 22 April 13