citizen act how to make buzz_2011_2012
TRANSCRIPT
CITIZEN ACT – season 2011-2012
CITIZEN ACT - season 2011-2012HOW TO MAKE ‘BUZZ’
CITIZEN ACT – season 2011-2012
_ Presentation objectives
> Understand the social media phenomenon
Be aware of the tools that can help you to make some “buzz”
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Optimize content production and diffusion on your wikiblog>
> Learn to leverage social media beyond the CITIZEN ACT game
CITIZEN ACT – season 2011-2012
I – The social media phenomenon
CITIZEN ACT – season 2011-2012
Social networks,
blogs… account
for 25% of the
time spent on
the web
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Source: Nielsen
Today, Facebook has
600 million users
worldwide
22
Source: Facebook
In 2010, for the first
time, Facebook
has overtaken
Google in terms of
visits
33
Source: Compete
_ A huge phenomenon
CITIZEN ACT – season 2011-2012
SocialInteractions, reactions and influences related to a content between individuals
MediaWeb 2.0 technologies used to create, organize, modify or comment content by web user
Source : IAB
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Internet
2.0 tools & technologies
Social Media
Relationship
Dialog
Share
Creation
_ What is Social Media?
CITIZEN ACT – season 2011-2012
Social media typology
Publication tools
Blogs, microblogs
(Twitter, Tumblr…)
Sharing and creation tools
Wikipedia, YouTube, Flickr…
Social Network
Facebook, Meetic…
To be efficient on Social Media, contents have to be useful, informative, or entertaining to generate engagement
_ What is Social Media?
CITIZEN ACT – season 2011-2012
Buzz InfluenceVs.
Communication
ConversationVs.
Awareness(short term)
Build a lasting relationship
Traditional communication
model
Dialog, discussion
_ What is buzz?
CITIZEN ACT – season 2011-2012
What you can’t do anymore
Impose your ideas
Retain an information
Ignore criticism
Give orders
What you have to do
Convince
Share information
Dialog, discuss
Explain
_ New communication principles
CITIZEN ACT – season 2011-2012
II – Optimize content production and diffusion on social media
CITIZEN ACT – season 2011-2012
Social media are a new king of content filter…11
… and a new source of traffic: a link published on Facebook generates an average of 3 clicks in return
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Wikiblog
Search engines
“Google” Era
Sharing tools
Web socialFacebook, Twitter…
Additional traffic
Content spread to your network (“social graph”)
“Social Media” Era
_ How social media can play a role in the “buzz”?
CITIZEN ACT – season 2011-2012
Wikiblog
_ The web social to serve your wikiblogs objectives
CITIZEN ACT – season 2011-2012
> What is the aim of your wikiblog?
What ton to adopt?
What development strategy
Publication rythm and organization between team members
Content typology (articles, interviews, videos, photo reports…)
Produce content with sharing potential
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_ How to define an editorial line?
CITIZEN ACT – season 2011-2012
> Choose a title that is impacting, with keywords in it
Avoid too long sentences and makes short paragraphs
Don’t write too long articles (< 1 min 30 to read)
Make your articles be pleasant to read (add photos, videos)…
Insert links towards sme definitions, an other blog, one of your sources… and of course your own articles!
Involve yor readers and rewards their contribution
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_ Rules to write a great article
CITIZEN ACT – season 2011-2012
_ Example of a great article
CITIZEN ACT – season 2011-2012
_ Example of a great article
Title with keywords
Visual related to the subject of the
article
Short paragraphs
This article can be read in 1
minute
CITIZEN ACT – season 2011-2012
_ Example of a great article
Interactive content (YouTube content)
Links to learn more
CITIZEN ACT – season 2011-2012
> Post comments on blogs, forums, or Facebook pages related to your wikiblog theme and share your URL, to promote your blog
Insert your wikiblog’s URL in your email signature
Share your articles using social sharing tools
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_ Promote your blog online
CITIZEN ACT – season 2011-2012
> A simple and efficient way to promote your content
People who “like” your page see your posts in their news feed
Attention!
-The user activity on Facebook (comments, likes…) will not be taken into account in the BuzzMeter
-So you will have to incite your likers to visit your blog rather than staying on Facebook
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_ Facebook Pages
CITIZEN ACT – season 2011-2012
Content sharingContent sharing Viral diffusionViral diffusion AwarenessAwareness Additional trafficAdditional traffic
…then appears on the friends / likers news
feed…
…and interactions on these contents will generates viral
diffusion
A message posted on a
page…
11 22 33
_ Content diffusion on Facebook
CITIZEN ACT – season 2011-2012
A simple and efficient tool…
…to watch a specific thematic
…to reach a target made of pros, experts and influencers
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A few advices
Pay attention to your profile biography
Follow the right persons
Don’t hesitate to post important message several times at key moments
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_ How to leverage Twitter?
CITIZEN ACT – season 2011-2012
Network Target Tools to useInterest of the service
For what type of
use?
Mainstream
- Facebook Share
- Facebook page
Massive audience
Content promotion
Pro / Experts
- Tweet button
- Twitter account
- Influencers- Simple tool
to watch news
- Content promotion
- Watch
Pro / Experts Open Group- Networking- Recruitment- Discussions
- Contacts- Personal
branding
MainstreamYouTube channel
Viral potentialDiffusion / content promotion
_What strategy for which network?
CITIZEN ACT – season 2011-2012
Appendixes
CITIZEN ACT – season 2011-2012
24h of video added
every minute on
+700 000 on Facebook
50 million tweets
published on
$1 million virtual goods
sold on
Appen
dix
_ 24h on social media…
CITIZEN ACT – season 2011-2012
Average age of Facebook user:
30
Average age of Twitter user: 39
Average age of LinkedIn user: 44
Facebook population
Twitter population
_ Social network, a young thing?App
endi
x
CITIZEN ACT – season 2011-2012
90% of passive audience
1% of content producers
1% of the users are content producers
9% of the users interact on contents (comments, share, like…)
90% of the users are part of the passive audience
9% of contributors
1 – 9 – 90 principle on social media
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Appen
dix
CITIZEN ACT – season 2011-2012
> Host your video contents for free
Insert your video in your posts (embed)>
_ YouTube ChannelApp
endi
x
CITIZEN ACT – season 2011-2012
Share your presentations (PowerPoint, PDF, …) on your blog>
_ SlideShare.netApp
endi
x
CITIZEN ACT – season 2011-2012
A watching tool allowing to aggregate a lot of news feeds…
…that you can offer to your audience as a public page
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_ NetvibesApp
endi
x
CITIZEN ACT – season 2011-2012
Tweet : message of 140 characters
maximum
Follower : user who follows another user on
DM = direct message. To send a private message to
a follower.
# = hashtag. It’s a keyword on Twitter
@+nom = at the beginning of the message, it’s an answer; in
the tweet, it’s a mention
RT = retweet. Similar to a “forward”. Allow to mention its
source in a message.
#FF = Follow Friday. On Friday, you recommend some
users to follow to your contacts
Twittos : Twitter user
Following : a user that you follow on Twitter
_ Do you speak Twitter ?App
endi
x
CITIZEN ACT – season 2011-2012
From the site twitter.com…
Official service
…your smartphone…
Mobile Apps
E.g.: Seesmic, Twitter, Tweetdeck…
…or a Twitter client
Softwares allowing to manage several social
network profiles
E.g.: Seesmic, Tweetdeck…
_ How to use Twitter?App
endi
x
CITIZEN ACT – season 2011-2012
Twitter est un écosystème avec des
spécificités et un jargon particulier.
_ How to read a timelineApp
endi
x
CITIZEN ACT – season 2011-2012
#TGV : the hashtag is the equivalent of the keyword on Twitter. By clicking on it, you
get all the tweets that mentioned this hashtag
This kind of link is a short url, useful to not exceed the 140 charaters limit
RT: putting RT at the beginning of your tweet
(retweet), you mention the source of the message
@+username : the mentioned user will see this tweet in its « mention »
section, allowing him to follow what is being said about him
Here it is the author of the original
message
_ How to read a timelineApp
endi
x
CITIZEN ACT – season 2011-2012
At the beginning of the message, it means that the message is especially
addressed to this user, even if the tweet remains public
Remarques
The retweet use is very common on Twitter. It is THE feature that allow intersting and valuable contents to
spread on the network (virality)
A lot of online services allow to convert classic url into a
short url(e.g.: bit.ly, tiny.cc…)
>>
_ How to read a timelineApp
endi
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@+username : the mentioned user will see this tweet in its « mention »
section, allowing him to follow what is being said about him
CITIZEN ACT – season 2011-2012
TwitterCounter
Statistic tools to follow the performances on your Twiter account.
TwitterSearch
Search engine to browse the Twittoshpere.
Klout
Influence measurement tool from your network and the influence f each one of your contacts
Tweetbeep
Email alerts service based on keywords that you can set in advance.
_ Some useful tools & services for TwitterApp
endi
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CITIZEN ACT – season 2011-2012
Request Type of search
Key words “key” AND “words” (search by default)
“Key words” Search on the precise expression
Key OR word Search on “key” or “word” or both
#KeywordSearch on every tweet mentioning this
hashtag
from:user Messages sent by a user
to:user Messages sent to a user
@user Reference to the user
keywordsince:2010-12-01
“keyword” posted from a specific date (year-month-day)
keyworduntil:2010-12-01
“keyword” posted until a specific date (year-month-day)
keywordsource:Tweetdeck
“keyword” published from TweetdeckSource : ebook Comment tirer le meilleur parti de Twitter
_ Search operators on TwitterApp
endi
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