how to make buzz?
DESCRIPTION
Workshop presentation - Opening MeetingTRANSCRIPT
CITIZEN ACT Opening MeetingWorkshop: How to make ‘buzz’?Wednesday, February 2nd 2011
Franck La Pinta - Romain Simonin
Mini survey
> Who has ever hold a blog?
Who is using Twitter?>
Who is not following CITIZEN ACT on Facebook?>
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Workshop objectives
> Understand the social media phenomenon
Be aware of the tools that can help you to make some “buzz”>
Optimize content production and diffusion on your wikiblog>
> Learn to leverage social media beyond the CITIZEN ACT game
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Wikiblogs reminder
> Your ability to create “buzz” will be takeninto account for 1/5 of your final rating!
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I – The social media phenomenon
II – Optimize content production and diffusion on social media
Appendixes
Summary
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www.citizenact.com
I – The social media phenomenon
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
2
Source: Facebook
In 2010, for the first
time, Facebook has
overtaken Google in
terms of visits
3
Source: Compete
A huge phenomenon
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SocialInteractions, reactions and influences related to a content betweenindividuals
MediaWeb 2.0 technologies used to create, organize, modify or comment content byweb user
Source : IAB
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Internet
2.0 tools &technologies
Social Media
Relationship
Dialog
Share
Creation
What is Social Media?
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Social media typology
Publicationtools
Blogs, microblogs(Twitter, Tumblr…)
Sharing andcreation 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?
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Buzz InfluenceVs.
Communication ConversationVs.
Awareness(short term)
Build a lastingrelationship
Traditionalcommunication
model
Dialog, discussion
What is buzz?
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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
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www.citizenact.com
II – Optimize content production anddiffusion on social media
Social media are a new king of content filter…1
… and a new source of traffic: a link published on Facebook generates anaverage of 3 clicks in return
2
WikiblogSearchengines
“Google” Era
Sharing tools
Web socialFacebook, Twitter…
Additional traffic
Content spread to yournetwork (“social graph”)
“Social Media” Era
How social media can play a role in the “buzz”?
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Wikiblog
The web social to serve your wikiblogs objectives
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> 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?
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> 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 yoursources… and of course your own articles!
Involve yor readers and rewards their contribution
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Rules to write a great article
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Example of a great article
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Example of a great article
Title with keywords
Visual related to thesubject of the article
Short paragraphs
This article can beread in 1 minute
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Example of a great article
Interactive content(YouTube content)
Links to learn more
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> Post comments on blogs, forums, or Facebook pages related to yourwikiblog 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
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> 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 takeninto account in the BuzzMeter
-So you will have to incite your likers to visit your blog rather thanstaying on Facebook
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Facebook Pages
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Content sharing Viral diffusion Awareness Additional traffic
…then appears on the friends/ likers news feed…
…and interactions on these contentswill generates viral diffusion
A message postedon a page…1 2 3
Content diffusion on Facebook
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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?
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Network Target Tools to useInterest of the
serviceFor what type
of use?
Mainstream
- FacebookShare
- Faceboopage
Massiveaudience
Contentpromotion
Pro / Experts
- Tweetbutton
- Twitteraccount
- Influencers- Simple tool
to watchnews
- Contentpromotion
- Watch
Pro / Experts Open Group- Networking- Recruitment- Discussions
- Contacts- Personal
branding
MainstreamYouTubechannel
Viral potentialDiffusion /contentpromotion
What strategy for which network?
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www.citizenact.com
Appendixes
24h of video added every
minute on
+700 000 on Facebook
50 million tweets
published on
$1 million virtual goods
sold on
Appendix
24h on social media…
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Average age ofFacebook user: 30
Average age ofTwitter user: 39
Average age ofLinkedIn user: 44
Facebook population
Twitter population
Social network, a young thing?Appendix
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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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Appendix
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> Host your video contents for free
Insert your video in your posts (embed)>
YouTube ChannelAppendix
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Share your presentations (PowerPoint, PDF, …) on your blog>
SlideShare.netAppendix
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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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NetvibesAppendix
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Tweet : message of 140characters maximum
Follower : user who followsanother user on Twitter
DM = direct message. Tosend a private message to a
follower.
# = hashtag. It’s akeyword on Twitter
@+nom = at the beginning of themessage, 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 : Twitteruser
Following : a user that youfollow on Twitter
Do you speak Twitter ?Appendix
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From the site twitter.com…
Official service
…your smartphone…
Mobile Apps
E.g.: Seesmic, Twitter,Tweetdeck…
…or a Twitter client
Softwares allowing to manageseveral social network profiles
E.g.: Seesmic, Tweetdeck…
How to use Twitter?Appendix
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Twitter est un écosystèmeavec des spécificités et unjargon particulier.
How to read a timelineAppendix
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#TGV : the hashtag is theequivalent of the keyword on
Twitter. By clicking on it, you get allthe tweets that mentioned this
hashtag
This kind of link is a shorturl, useful to not exceed the
140 charaters limit
RT: putting RT at the beginningof your tweet (retweet), youmention the source of the
message
@+username : the mentioned user willsee this tweet in its « mention » section,allowing him to follow what is being said
about him
Here it is the author ofthe original message
How to read a timelineAppendix
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At the beginning of the message, it meansthat the message is especially addressed
to this user, even if the tweet remainspublic
Remarques
The retweet use is very common on Twitter. Itis THE feature that allow intersting andvaluable contents to spread on the network(virality)
A lot of online services allow toconvert classic url into a shorturl(e.g.: bit.ly, tiny.cc…)
>>
How to read a timelineAppendix
@+username : the mentioned user willsee this tweet in its « mention » section,allowing him to follow what is being said
about him
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• TwitterCounter
• Statistic tools to followthe performances onyour Twiter account.
TwitterSearch
Search engine to browse theTwittoshpere.
Klout
Influence measurement tool from yournetwork and the influence f eachone of your contacts
Tweetbeep
Email alerts service based on keywordsthat you can set in advance.
Some useful tools & services for TwitterAppendix
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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
#Keyword Search 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 TwitterAppendix
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Thank you !