intro to social media for business 2014: class 1
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Introduction toSocial Media for
Business
Expectations
Share
Listen
Fail
Who Are You?
Write down 3 things you
want to do or learn
Can’t cover it all
REALITY
Primary Goals
1. Understand basic social media theory and principles
2. Understand basic use of social media for business in the major platforms. (FB, TW, LN)
3. Provide examples about how social media can build relationships & business
Course Outcomes1. Social Media Theory: How It Works
2. Facebook & Instagram for Business
3. Twitter & Vine For Business
4. LinkedIn & Google+ For Business & Role of SM in SEO
5. Social Video & Managing Online Risk
Calgary or in social media #YYC
HOW DO YOUSTAND OUT & GROW?
What is Social Media?
What is Social Media?
Social
Objects
Social
Networks
social network1. A network of social interactions and personal relationships.2. A dedicated website or other application which enables users to communicate with each other by posting information, comments, messages, images, etc.
“The Social Object, in a nutshell, is the reason two people are talking to each other, as opposed to talking to somebody else. Human beings are social animals. We like to socialize. But if think about it, there needs to be a reason for it to happen in the first place. That reason, that “node” in the social network, is what we call the Social Object.”
– Hugh McLeod
What are some examples
of Social Networks?
What are some examples
of Social Objects?
Trending on twitter & Facebook today#iPhone6 #iPhone6Plus#AppleLiveTim CookU2 – Songs of Innocence
• Break into 3 groups
• Answer this: How will your new media company promote and reach it’s audience?
• Group 1 – Radio, Group 2 – Print, Group 3 - TV
• Goal – draw a flow chart on the board of how your new media company will get its message to it’s listener/viewer/reader
• One person per group present
How does traditional media get it’s audience?
READY?
Publisher / Broadcaster Audience Attention
Who makes content?
What forms Is the content in?
What attracts & keeps their attention?
How do broadcasters differentiate themselves?
How is the contentdistributed?
Where do ads fit in?
What did you learn from that?
15 MINUTE BREAK
•Social Currency•Triggers•Emotion•Public•Practical Value• Stories
Six principles of Contagious Content
Credit Book is Contagious by Author Jonah Berger
People want to be in the know, they want to look cool, and they want to be ahead of the crowd. Craft your
messages that help them achieve these desired impressions. Look at what is remarkable about your brand and how you can make your fan base feel like
insiders.
Social Currency
Local restaurant built a secret craze and then launched it into a food truck.
Triggers are stimuli that prompt your fans to think about related things. Peanut butter reminds people
of jelly, dog can reflect cat. The goal here is to design messages or products that are frequently
triggered by the environment and help create new triggers by linking your products to current existing
ones.
Triggers
Molson Canadian takes advantages of the weather to spur sales in the summer.
When we care, we share. Contagious content usually evokes an emotion. Your messages should target a specific emotion that you want to achieve that will reflect on your brand positively.
Emotion
Positive content is more viral than negative content.
Can people see when others are using our product or engaging in the desired behavior? Human tendency is to imitate, and if your product is built to show, it’s built to grow. Create ideas that advertise themselves and create behavioral residue that sticks around.
Public
ALS Bucket Challenge
Create content that is useful, and allows others to be seen as helpful to their circle of friends. Always highlight the incredible value that you offer, monetary and otherwise. Package this with knowledge and expertise so people can easily pass it on.
Practical Value
Blogs, newspaper articles or DIY videos.
What broader narrative can we wrap our idea in? People don’t just share information, they share stories. The Trojan horse is an example of a story or vessel that delivers a message or moral story. The key is to think “How can you build your own Trojan horse to carry your message or objective?”
Stories
Tell your brand stories on native platforms
GROUP BREAK OUT
•Come up with 6 examples of contagious content in action. Tell us what principle(s) are used and what it achieved. •Present it to the class
NEXT CLASSFacebook & Instagram
for Business
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