Why go social

Collaborate, learn, and innovate - Footprints outside the firewall!

Open Source Summit North America

Arpana M Durgaprasad, IBM

Opinions are my own and not the views of my employer

What this session will take you through

• Social media: growth and how the landscape keeps changing

• Know about some tools to create a network

• Create your social personas

• Find and engage with relevant news, important people, industries, companies, and influencers

• Amplify content, through external social media platforms

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under CC BY-NC-SA

What is yours?

Introduction

A transformation unimaginable till recently – Social is how the world rotates now.

• Personal interactions with family and friends

Transform

• Engaging with clients, customers, fellow experts, and influencers.

• Gain insight into the sentiment, activities, performance, and behaviors of large numbers of people. Being social is how modern enterprises work.

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Social media marketing - Statistics & Facts• Started as an entertainment tool and evolved to a

powerful marketing tool

• Major role in connecting marketers with customers

• Social media marketing is on the rise, as this type of media gains importance in the industry and shows potential for further development

• Forecast to grow from around 32 billion U.S. dollars in 2017 to approximately 48 billion U.S. dollars in 2021

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Number of social media users worldwide from 2010 to 2021 (in billions) • In 2017, 71 percent of internet users were

social network users and rising.

• Social networking: Most popular online; high engagement rates and increasing mobile possibilities.

• North America ranks first: Social media penetration rate.

• In 2016, 81% approx. United States population had a social media profile.

• Users spend on an average week:

• 215 min: phone

• 61 min: PC

• 47 min: tablet

Mobile and PC photos used licensed under CC BY-NC-SA and Photo of tablet under CC BY-SA

Social media platform direct purchase statistics: United States as of October 2017

• Whopping 47.7% percent of responding social media users made a purchase directly through a post on Facebook.

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1

Twitter (https://twitter.com/)

Why use it:

• Real time information and interaction

• Identify trends, gain insights, and add value along with marketing

• Find, follow, understand, engage audience

• Capitalize on opportunities about or by competitors

• New ideas are born when colleagues or influencers share knowledge

• Broadcast news, company news, webcasts, trade shows

• Post links to relevant information, share interesting bits of your company and yourself, ask for feedback from audience

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Twitter followers

Gaining more followers - so how do you get noticed:

• Follow and get followed (More followers, helps others take you seriously)

• Find new followers using keywords, Twitter search, and automationtools such as hootsuite, socialbro

• Follow right people (Influence follow, Actively engage)

• Market your handle

• Follow relevant company handles

• Be available

Following Following

@arpanamoraje

Finding interesting people and conversations• Need to focus and eliminate noise

• Use content getting a lot of retweets; Add your comments and opinions, tag – Amplify

• Important influencers and thought leaders (Well connected, intelligent opinions, push conversations, esp in your sphere of interest)

• Use twitter filters

• Use hash tag, latest, people, photos, videos, news (you can get information what people are saying right now)

• Can use tools such as Crowdfire or Followerwonk: who to follow, search by bio, keywords

• Use twitter lists

• Eventually people start following and depending on you and you become an influencer

LinkedIn: Why?• Worlds largest professional network

• Over 200 countries

• Make connections with other professionals

• Promote yourself without social hoops

• Use personal profile to post blogs, upload attachments

• Join groups and engage discussions with like minded people

• Forge relationships

• Presence in search engine results

LinkedIn: Your profile• First impressions matter

• Headline: most important, include current position and keywords

• Professional photos

• Complete all sections

• Summary: unique

• Include organizations and causes

• Skills: go wild with keyword optimization

• Recommendation/Awards/Patents

• Join groups: visible

LinkedIn: Groups• Connections: three degrees

• 1st degree: your connections, 2nd degree: your friends, family and colleagues, 3rd degree: connections of your friends, family and colleagues

• Join groups: like minded people who share knowledge and form a community

• Explore member list to connect in the group

• Make it a daily activity

• Interact, engage, follow

• Health mix of fun and work

• Add links, videos, image – increases glance to click and share

• Brevity

• 50% customers are more likely to make a purchase from a company they engage with on LinkedIn

LinkedIn: Best practices• Reflection of you and your company

• Personalize requests to join a persons network

• Use hashtags

• Share your expertise and solutions

• Join groups

• Use as professional record

Youtube: Why?• Hurley and Chen developed the idea for YouTube during the early months of 2005, after they

had experienced difficulty sharing videos that had been shot at a dinner party at Chen's apartment in San Francisco.

• Capturing Attention

• High Traffic Volumes

• Viral Marketing

• Multiple Video Marketing Channels

• Search Engine Rankings

• Social Media Marketing Integration

• World-Wide Accessibility

YouTube: How do you make it part of the success story• Create a channel

• Upload your videos

• Use playlists

• Add descriptions and tags

• Share simultaneously as your publish on google plus and twitter

• Add relevant thumbnails

• Use youtube metrics and collective intelligence to soar forward

Youtube metrics• https://www.youtube.com/analytics

Compelling content• Inner Narcissus (Selfie, selfie and more selfie)

• Memories are valuable and waiting to be tapped

• Opposite poles attract

• Its human to err

• Your heart knows things that your mind cant explain

• Momma knows best

• Unable to answer, please call, said no one ever

• Contradiction will get you Attention

• Create something of value to people

• All work and no play makes Jack a dull boy

Excerpts from Create compelling content

Roadblocks• Quality matters (Handling Large Volumes of Incoming Social Media Messages)

• Too much is too bad (Fully Maximizing Social Media Impact)

• Too many cooks spoil the broth (Involving too many people)

• Nothing comes for free (Is it really free?)

• No one knows what is next, but everyone does it (Not Making Sense of Social Media Data)

Thank you