Social Media Masterclass for MA Arts Admin 28th of February 2017
How many of you investigated an audience using Followerwonk?
Remember this?
Your logo here
Social media gives momentum
Practical Skills
How to use Followerwonk to really
understand and audience.
How to find the 25 people that could change
Conversations that failed.
-Starbucks #Fail
Understand how stories work in a social media timeline.
How to create a customers avatar
How to create good original content.
What to do if things go wrong.
Content
Authenticity, Originality, Humour, info into knowledge
Context
Trends, Hashtags, Demographics, Time of day, Native, Personality
Connection
Conversation. Serving others.
The Big Six
• Letting people find you when the search the Internet
• Giving you more control over what happens to you in Google Results
• A good profile encourages people to contact you
• Address book - Stay in touch with people as they change jobs
• Go direct to the boss! – Getting past the gatekeepers. Direct contact
• Galvanising Social Capital - Getting your connections to request introductions for you
• Managing your online job hunting by having your C.V online
• Becoming an influencer – By joining groups you can grow your social capital by solving industry problems
WHAT MAKES INSTAGRAM GREAT?
• Immediacy & Instant Feedback
• Smartphone Only so keeps in the moment
• Beauty - Amazing pictures every day.
• Basic Photoshop – Good use of mobile tech
• Community - strong sense of connection Little Negativity or tired Memes
People taking time out of their day to be creative
WHAT MAKES YOUTUBE GREAT
• Works in 56 Countries and 61 Languages
• 2nd Largest Search Engine in the world.
• 17% of all internet traffic runs through Youtube
• 6 Billion Hours watched a month.
• 25% of all views are from a mobile.
• Great for SEO & New Traffic
• Video Sharing is so easy – How to
• Hosting content to be used elsewhere
WHAT TWITTER GREAT
• Amazing Data – Most in depth targeting.
• Totally Open – Jump into any conversation
• Micro Blogging – simplicity. A link, a comment, a picture
• Relationship with Live TV
• Works amazing well on phones
• Great for SEO & New Traffic
• Direct bypass Gatekeepers
• Works like a newspaper curated by you
WHAT MAKES SNAPCHAT GREAT
• Content Deletes – Freedom from Digital Vapour Trail.
• Sense of urgency to watch content
• Great use of Filters
• Loved by Teens
• Great for SEO & New Traffic
• Direct bypass Gatekeepers
• Works like a newspaper curated by you
WHAT FACEBOOK GREAT
•
Scale – but makes it difficult.
• An amazing advertising suite.
• Great on Mobile experience
• Chat is used by 900m
• Edgerank Algorythm.
• A scrapbook of our social lives
Your logo here
We tend to live in the
distracted present, where the forces of the periphery are magnified and those of in front of us ignored. Our ability to create, plan, much less follow through on, is undermined by our need to be able to
improvise our way through any number of infernal impacts that stand to derail us at any moment.
Douglas Rushkoff
Narrative Collapse
There is no society doesn’t tell
stories.
Storytelling is how we transmit value, it has a cultural use. It creates context. It is
comforting and orienting. It helps smooth out obstacles and impediments by recasting them as bumps along the road to some better place.
But
How do we tell stories and
If selling turns us off, then content is King.
Douglas Rushkoff
- 'You don't click the remote to change channels because you are bored, but because you are mad. Someone you don't trust is attempting to make you anxious.'
Fragments are often de-contextualised. You
don’t know what came before of after
Your personality/ take is the glue
You consistent voice creates the narrative
You provide the context
The aesthetics of social media form is
the fragment and you are the glue that
Authenticity Deficits
Only around 4-5% will see your posts.
Profile data is old. Are you the same as 10 years ago.
Your whole success on FB is dependent on what is called the Edge Rank Algorythm. (Not a waterfall)
Every interaction is an edge.
Facebook constantly trying to find most shareable content as this makes people come back to Facebook.
How much your content travels is dependent on Likes, Comments and above all SHARES.
Is your content FUN. Is it RELEVENT. Is it USEFUL?
Will it work on Mobile?
HOW DO YOU FIND WHAT YOUR AUDIENCE LIKES?
Think of three questions that you could ask your audience that would tell you more about them and give your more things to talk
about.
Zara has 25m followers let’s look at their
Facebook page.
0.000128% Engagement rate
How might we improve it?
Most of Facebook is now on Mobile. This means no sidebar ads.
You have to use Facebook Sponsored Stories
What makes it great is that you amplify what works organically. If you see a post working for 4-5% of your followers - Extend reach and Amplify it.
You can amplify reactions to content too.
Because of Edgerank has positive impact on further posts.
If Facebook is about Friendship then Twitter is about News and Info.
A place where anyone can make news.
It is about the moment and reactions to the
moment.
You can jump into ANY conversation on
Twitter get involved.
Your Personality or context is more
On the next slide is a picture from some trending content this week.
When you see it make note of your first
thought or reaction.
Write down a comment.
Creating boring links to long form content elsewhere.
Simply Re-tweeting favourable things said
about you. Thanking people is much better
The difference between love and like.
You can target people who LOOK like your competitors.
Most targeted form of B2B niche advertising
there is.
Follower get very high quality followers.
Only buy followers from Twitter themselves.
Instagram is a closed loop system. Links
only take you to other placed in Instagram.
(People put the term – Links in Profile with
each photo)
You can only share your own content
People do take screengrabs of other peoples
content and re-upload.
Entertain and Inform – Good pictures vital. –
67% women 33% men.
72.5m users
Collect and research.
Display of things we love and who we are.
Virtual status signalling.
79% more likely to make purchase than on a
FB page.
Posts with price increase engagement by
36%
Do you have a pinterest account?
How could you improve the titles.
e.g - Green Teas could become –
Rejuvenating Formulas for every day.
Once again the context you create is king.
Video the New Language of the
web.
Gets 15-20% engagement rates. Massive
Influence on EDGE RANK
Between 15-30 seconds maximum.
Social Media Content Distribution tools are
Video Strategy
Only 5% of content gets shared or goes viral
in any way?
You need to get confident building your own
distribution channels using data?
What is data? And what is it’s relationship
Your logo here
Goldsmiths Video Fragment
You don’t have to be always on. Pick your moments
and do it intensely for that time.
COME UP WITH A FESTIVAL IDEA.
IT MUST BE A CELEBRATION OF
SOMETHING THAT YOU ARE CHAMPIONING
IT MUST COINCIDE WITH IMPORTANTS
DATES FOR YOUR INDUSTRY
MUST INCLUDE A VIDEO
MUST INCLUDE TWO HASHTAGS
THE FESTIVAL IS FOR 3 DAYS OF
SUSTAINED POSTING. ONE ITEM FOR EACH SOCIAL NETWORK
MUST INCLUDE 4 OF THE BIG SIX
Benefits of blogging...
Increases search engine traffic
Can humanise your brand
Supports your social media initiatives
Can build authority in your industry
Improves conversion rates
Helps generate inbound links
Help you rank for long-tail search queries
A poor example of a
c
ome a a a …
A poor example of a
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ome a a a …
A good example of a
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ome a a a …
Adam is a 28 year old freelance graphic designer from Michigan. He spends about 4 hours a week reading blog posts and following links on Twitter, and that is where he discovered a link that pointed to Harpoon.
Adam makes between $60,000 and $80,000 a year as a designer, yet feels like he doesn’t
really have a good grasp on how much he is going to make in the next year, so he’s not sure
if he should hustle for more work, or tell his wife: “Yes, we can easily take that vacation this summer”.
Adam spent 4 years working for a large agency in town, when he realized that he could do better on his own. He has been freelancing for 2 years now, and is interested in learning about honing his business skills as well as his design skills.
He’s been married for 4 years, and is starting to think seriously about having kids. One of his concerns about having kids is having a good grip on his family’s finances, and feeling a sense of control over how things are going with his freelancing income.
As he learns about Harpoon, he is thinking that this could be the tool that helps him to gain the needed control over his finances, giving him the confidence to embrace fatherhood without financial fears.
Read the Article on the MailOnline.
https://etherpad.net/p/ICCE
What would you have done?
How did Benefit make the situation worse?
Is it a troll? If so don’t feed it. Find out who they
are? Are they real or not?
If you have built a community, they will also protect you.
If real don’t delete.
If troll – delete comments, ban the user, don’t engage.
Explain to others why they were banned.
Most People just want to be heard.
WE HEAR WHAT YOU ARE SAYING. IF YOU
WOULDN’T MIND SENDING IS YOUR EMAIL ADDRESS OR PHONE NUMBER, WE’RE
HAPPY TO TALK TO YOU ABOUT THIS.
This works 99% of the time.
Create an internal policy.
Make sure everyone knows the policy
Who will reply
How long will it take to reply
What they will say.
You don’t know if this could blow up
Rule of Thumb - get it out of writing as soon as possible.
Hear the tone of voice. See the body language. The last thing you want is to get defensive in
some back and forth debate.
Be polite and patient with even if people are asking obvious and annoying things.
People will note that and take you to task for it. This can get UGLY.
If you are transparent, your community will come to your defence.
Use Common Sense.
Think like a Human
Take the Corporate hat off.
