social media - the essentials - be effective and efficient

Social Media Practical Essentials

Jonnie Jensen – Digital Coach

Presentation available at:

http://linkedIn.com/in/jonniejensen

http://twitter.com/jonniejensen

http://linkedin.com/in/jonniejensen


http://linkedIn.com/in/jonniejensen jonniejensen


What We Can Do Today

• Cover three concepts

– People

– Content

– Participation

• Not covering

– Proposition

– Your added value

– Why you are doing this and for who?

• No apologies for going fast

• You will not leave an expert





Before We Get Started

• Preconceptions

• Misconceptions

• Leave your baggage at the door





Using social media for business





What Will Success Require

• To be successful you need

– Create an audience

– Add Value through content

– Be present and participate

• This builds reputation and awareness

• This raises your influence





Personal vs Corporate

• LinkedIn & Facebook have both

• Twitter – There will only ever be one you

– Your business brand may not be yours forever

– Can you effectively manage both?

– Which has the most impact?

– What would your audience expect to see?

– I say • Personal is more important

• Make business one easier with some automated content – Yahoo Pipes & Twittterfeed

• Be present on both





Social Media Flow

• Example of content finding and sharing process from Oscar Berg



http://www.thecontenteconomy.com/2010/01/illustration-my-primary-social-media.html



The Power Of Content

• Content – Which you have found

– Which you have created

– Which you are part of…

• Following

• Sharing

• Commenting

• Publishing

• Networking

ref: ChrisBrogan.com



http://chrisbrogan.com/



Social Media Capital – What’s Yours?

• What is that you want to achieve?

• What are you passionate about?

• What subjects are you going to lead?

• What value is it that you offer?

• What are going to be known for?

• What are you going to be liked for?

• What are you going to be followed for?





A New Way Of Thinking…

Open, Random, Supportive Vs

Closed, Controlled, Selective





Social Networking

• It involves people

• Open Networking

– Allowing for random opportunities and connections

• Be known for something

• Be willing

• Be flexible

• Be real

• Stay consistent





Services you could use: • Twitter

• Slideshare

• LinkedIn

• YouTube

• A blog

• Scribd

• Vimeo

• Ustream

• Foursquare

• Flickr

• Google

• RSS feeds

• Podcasts

• Gravatar

• FriendFeed

• Facebook





Find Content

Create Content

Find Audience

Share With Audience

Engage with Audience

Drive Traffic & Sales

Your Basic Goals





Mobile Phone

• …they are not just for talking on!

• Get a smart phone and stay connected





Set Up Gravatar

• It is a tool for commenting on blogs and other sites

• Your picture and bio will be universally shared

• It makes your time more effective and efficient



http://en.gravatar.com/

http://en.gravatar.com/jonniejensen



Gravatar

http://gravatar.com



http://gravatar.com/



Google RSS Reader

• Set Up Google Account

• Wide range of excellent services

• Helps Google know you

• Google Reader is an RSS Reader

• Easy access to latest information

• Ability to share content with your network

• Look for RSS button on website

• Add site via Google Reader

• Organise in folders

• Shortcut to other content





Google Reader

http://google.com/reader



http://google.com/reader



Adding & Managing Subscriptions

• Click Add Subscription

– Type in web address

– Google will look for feed

– Subscribe to feed

– Review suggestions

• Managing Feeds

– Click Feed Settings

– Add Folder

– Use broad titles





Subscribe Direct From Web Page

• You can look for the RSS image on any page

– Click and Add to Google Reader

• Even easier, Add Google Reader Bookmarklet

– Click Settings

– Google Reader

– Goodies

– Drag Subscribe

button to browser

– Click it to add page

your viewing





Sharing Content

• Set up your Twitter account and use Send To

• Open link and share via Bit.ly bookmark

(covered today)

• Delicious – creates a library of favourite content

• FriendFeed – will share to Twitter automatically

• Ping.FM – will share to many services

(not covered today)





Sharing from Google Reader Click Settings

Click Send To





Twitter

• Does everyone know what Twitter is?

• Optimise your profile – Picture

– Bio & Location

– Background

• Find people – By name

– By location

– By keyword

• Search – Tweets

– Bio





The Twitter Basics

• How to send

• Private messages

• RT (ReTweet)

• @mention

• Hashtag

• Location

• Reply





How To Read A Tweet

• Clicking on elements of a Tweet will expand it

– Profile

– Pictures

– Video

– Links





How to Send

• Sending a Tweet is as simple as typing a message

• A Tweet is public to the World

• Nothing or Anything could happen





Private Message

• Only a Direct Message is private

• You can only DM if they follow you – Click New Message and find name

– Start Tweet with D username

Click Messages





Replies & Messaging People

• If you start a message with Twitter Username this is between you two and anyone that follows both of you

• It is less public but still searchable

Click Reply





@mentions

• Placing someone’s Twitter name in a Tweet will share that message with them and your followers

• Use it to reference and share

• Good for engagement

• Reply to all your @mentions

Click Reply





RT (ReTweet)

• Share someone else’s Tweet with others – Notifies them you shared it

• Shows you value and agree

• Automatic via Retweet – Shares their tweet exactly as you received it

– Shared with your followers

• Manual (classic) – RT @username at start of message

– Via @username at end of message

• Manual allows personalisation – Better for engagement





RT (ReTweet)

Retweet (Auto) They See – no adjustments

You See

Classic (Manual) They See – personalised





Hashtags (#)

• Group Tweets around subjects

• #subject or #anyphraseyoulike

• You cant own them

• Easy to find and share

• Follow relevant others

• Spot key influencers

• Identify related Lists





Sending powerful Tweets

• You want your messages to get clicked on

• You want your messages to get noticed

• You want your messages to get reTweeted (RT)

Twitter Tips

• Include hyperlinks in your Tweets – shortened URL’s

• Use @twitter_name and # to promote your tweets

• Leave enough space for the RT @name

– 120 characters





Connecting with people • Send 15-20 tweets first

• Add LinkedIn connections

– create a list first

• Add contacts via Gmail

– export Outlook contacts

• Email your contacts

• Search people’s bios

– http://tweepz.com/

• Look at who others follow

– via their page



http://tweepz.com/

http://tweepz.com/



Find people

• Search Twitter Content

– lets you find people based on the topics they’re talking about

– http://icerocket.com http://search.twitter.com

• Search #hashtags

– Presume keywords that people might use as #hashtags

– Follow #hashtags used by your network or by events

• Search by location & keyword

– http://tweepz.com http://geochirp.com

• LinkedIn profiles show Twitter names

• Search other peoples follower’s

– Look at who are the influential and active followers

– http://tweepi.com



http://icerocket.com/

http://search.twitter.com/

http://tweepz.com/

http://geochirp.com/

http://tweepi.com/



URL shortening

• Shorten URL’s to

– Enable reporting

– Free up character space

– Clean up your messages

• Many services available

– http://bit.ly is recommended



http://bit.ly/



Bit.ly

http://bit.ly



http://bit.ly/



Enabling Bit.ly Across Social Networks

Click Settings





• Sidebar Bookmarklet button enables quick sharing from web page

Shortening & Sharing From Browser

Click Tools

Click Bookmarklet





TweetDeck

• Social media messaging and search suite

• Use what you have learnt plus common sense

• Click to view, learn and take actions

• Set up profiles from Twitter, LinkedIn, Facebook, FourSquare





Tweetdeck





Recommended TweetDeck Settings





Adding A Search Column





Following

• Click Tweeter’s name to view profile

• View bio and Tweets

• Follow

• Add to List





Additional Recommended Tools

• Bit.ly bookmarklet – Share web pages quickly and easily on Twitter

• Drag on to your Chrome or Firefox browser

• http://j.mp/pages/tools

• Google Reader Bookmarklet – Add web sites to your Google Reader

• http://j.mp/dKdsnd

– Share content you like (and save it for later) by sharing • Visit Google Reader

• Click on Your stuff (located on the left hand side)

• Once the page loads, you should see the Note in Reader

• Drag the Note in Reader button onto your browser toolbar

• Delicious Browser Add On – Add web pages you like to public bookmark service

• http://www.delicious.com/help/quicktour/firefox

• http://www.delicious.com/help/quicktour/chrome



http://j.mp/pages/tools

http://j.mp/pages/tools

http://j.mp/dKdsnd

http://j.mp/dKdsnd

http://www.delicious.com/help/quicktour/firefox

http://www.delicious.com/help/quicktour/firefox

http://www.delicious.com/help/quicktour/chrome



Staying Efficient

• Synchronising your profiles

– FriendFeed optimisation

– Twitter app on LinkedIn

– Google Reader sharing

• Optimising your Outlook

– Using rules to manage the volume of messages

– Receive select RSS feeds into your RSS inbox

• Passwords

– Level 1, 2 & 3

• Daily schedule

– If you don’t make time you wont have time

– Use a calendar/schedule to help build habits





Why LinkedIn? • Acquire new customers through online recommendations and word of mouth.

• Keep in touch with people who care most about your business.

• Find the right vendors to outsource services you’re not an expert on.

• Build your industry network—online and in person.

• Get answers to tough business questions with a little help from your real friends.

• Win new business by answering questions in your area of expertise.

• Raise funding

• Identify mentors

• Network with peers in your industry for repeat business referrals.

• Convince potential customers of your expertise by sharing unique blog content.

• Keep your friends close and your competition closer.

...with thanks to Guy Kawasaki

image from sissnitz



http://www.linkedin.com/in/guykawasaki

http://www.flickr.com/photos/sissnitz/2004474532/



The rise of LinkedIn – why it works

People like you like people like you 2

nd and 3

rd level contacts put you in

reach of millions of business people +





Getting Started

• http://linkedin.com

• Look at lots of peoples profiles

• Use your real name and email address

• Do not add contacts



http://linkedin.com/



Build a great profile

Write a ‘movie trailer’ about you

Create a vanity URL

Get a great photo

Use ‘other’ to create descriptive links

Complete 100%

Add all jobs and education

Switch off profile whilst building it





Use LinkedIn Applications

• Turn your profile into your professional social media hub

• Connect your content to LinkedIn

• Promote your content to LinkedIn audience





Building your network

• Don’t add anyone until your profile is 100% complete

• Add your email contacts

• Add previous colleagues

• Put a link in your email sig, your business card, everywhere

• Ask for introductions

• Search for people – Define what type of people you want to connect with

– Use the search filter to find them

– Look to see who they are connected with

– Look to see who’s else their visitors have visited

– Join groups and introduce yourself





Bulk Connect to your Contacts

• Bulk connect to people by clicking Add Connections

• Use your online accounts or upload a file

• You cant personalise the invite

• Create your own invite with link to your page





Personally invite people • Use personalised

invites unless you know the person well

• Go to their profile page and click Add Name To Network





Use LinkedIn Search

• Powerful tool for prospecting targets – Name

– Company

– Location

– Industry





Browse other people’s connections

• See who your connections know

• The power is in your 2nd and 3rd degree contacts





LinkedIn Recommendations = Trust • Build trust through

recommendations by others

• Validate your profile

• Promotes you on their profile page





Give and you shall receive

• Give recommendations to your contacts

• The more you give the more you get

• It’s a reciprocal thing

• Don’t lie – what’s the point?!

• You get to choose the recommendations you show





Raise your profile

• Update your status

• Amending your profile notifies all your contacts

• Participate in LinkedIn answers

• Be influential in a group

• Start your own groups

• Start discussions

• Participate in other discussions

• Add value to key influencers

• Create links to your site and outposts





LinkedIn Answers builds your reputation

• Answer questions to raise your profile

• Subscribe to your industries Question RSS feed

• Have your answer chosen to become LinkedIn Expert

• Post a question if you want industry experts to engage with you





Making Groups work for you

• Search for groups that interest you – Include your hobbies: all work and no play is very dull!

• Join groups and participate

• Find prospects – engage them

• Raise your profile – be an opinion leader

• Receive group messages immediately or daily digest – Set up email rule to alert you of keywords

– Reply early and keep adding to the conversation

– Note who else is and see who they are connected with

• Set up your own group – Make sure there is not a successful group already

– Become a figure head, steer the conversation and orchestrate the members





Tips for successful LinkedIn discussions

• Research blogs for what content is being commented on • Start conversations in your communities • Good for research • Invite people to the conversation • Generate conversation around your content • Do not sell • Keep conversation on LinkedIn • Offer links to relevant content • Be concise • Be honest and genuine • Give back to the community – share findings with

respondents





Take LinkedIn offline

• Make face to face contact

• Find events on LinkedIn

• Find events on Meetup.com

• Start your own event

• Become the community leader





Promoting your events on LinkedIn

• Post events on LinkedIn

• Gets promoted to groups and contacts

• Anyone that chooses to attend will automatically promote it to all their contacts

• Find Questions in LinkedIn Answers that your event is appropriate to and mention it in an answer

• Ask attendees to confirm their attendance in LinkedIn event

– tell them they can meet other delegates in advance





• Public photo – visible to everyone

• Public profile – display full profile

• Status visibility – everyone

• Member feed visibility – everyone

• Contact settings – receiving Introductions and InMails

• Invitation filtering – receiving all invitations

• Private RSS feed – enable

• Group invitations – receiving

• Profile updates – yes, notify

• Connections browse – allow

Optimise your settings





Tracking LinkedIn results

• Tracking tools can be set up for LinkedIn

• You should monitor your performance manually – Number of contacts (check profile)

– Number of invitations to connect (keep a count)

– Number of recommendations (check profile)

– Number of clicks on profile links (use bit.ly to report)

– Number of comments/replies to status updates (use Google Reader to count)

– Comments in discussions I have participated in (manually check)

– Comments in discussions I have started (manually check)





Find Content

Create Content

Find Audience

Share With Audience

Engage with Audience

Drive Traffic & Sales

Your Basic Goals





Goals To Build Habits

• As a base line you should carry out these tasks in your first month • Twitter

– 5 tweets per day – Follow 2 people per day – 2 retweets per day – 2 @mention or replies per day – Follow at least 2 lists – Create at least 2 lists

• LinkedIn – Complete LinkedIn 100% profile – Update status twice per day – 1 recommendation per week – Participate in 2 discussions per week – Connect with two people per day



social media - the essentials - be effective and efficient

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