The document summarizes a workshop on how to generate buzz using social media. The workshop objectives are to understand the social media phenomenon, be aware of tools that can help create buzz, optimize content production and diffusion on wikiblogs, and leverage social media beyond a citizen act game. Participants are reminded that their ability to create buzz will account for 1/5 of their final rating. The workshop then covers understanding the social media phenomenon, optimizing content for social media, developing an editorial strategy for wikiblogs, writing engaging content, promoting blogs online through tools like Facebook and Twitter, and using hashtags and mentions on Twitter.

1. CITIZEN ACT Opening Meeting
Workshop: How to make ‘buzz’?
Wednesday, February 2nd 2011
Franck La Pinta - Romain Simonin

2. Mini survey
> Who has ever hold a blog?
> Who is using Twitter?
> Who is not following CITIZEN ACT on Facebook?
www.citizenact.com

3. 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
www.citizenact.com

4. Wikiblogs reminder
> Your ability to create “buzz” will be taken
into account for 1/5 of your final rating!
www.citizenact.com

5. Summary
I – The social media phenomenon
II – Optimize content production and diffusion on social media
Appendixes
www.citizenact.com

6. I – The social media phenomenon
www.citizenact.com

7. A huge phenomenon
1 2 3
Social networks, In 2010, for the first
Today, Facebook has
blogs… account for time, Facebook has
600 million users
25% of the time overtaken Google in
worldwide
spent on the web terms of visits
Source: Nielsen Source: Facebook Source: Compete
www.citizenact.com

8. What is Social Media?
Social
> Interactions, reactions and influences related to a content between
individuals
Media
> Web 2.0 technologies used to create, organize, modify or comment content by
web user
Internet Relationship
Dialog Social Media
2.0 tools &
Share
technologies
Creation
Source : IAB
www.citizenact.com

9. What is Social Media?
Social media typology
Publication Sharing and Social Network
tools creation tools
Wikipedia, Facebook,
Blogs, microblogs YouTube, Flickr… Meetic…
(Twitter, Tumblr…)
To be efficient on Social Media, contents have to be useful, informative,
or entertaining to generate engagement
www.citizenact.com

10. What is buzz?
Buzz
V s. Influence
Awareness Build a lasting
(short term) relationship
Communication
Vs. Conversation
Traditional
communication Dialog, discussion
model
www.citizenact.com

11. New communication principles
What you can’t do anymore What you have to do
Impose your ideas Convince
Retain an information Share information
Ignore criticism Dialog, discuss
Give orders Explain
www.citizenact.com

12. II – Optimize content production and
diffusion on social media
www.citizenact.com

13. How social media can play a role in the “buzz”?
1 Social media are a new king of content filter…
Sharing tools
Search Web social
engines Wikiblog Facebook, Twitter…
Content spread to your
network (“social graph”)
Additional traffic
“Google” Era “Social Media” Era
2 … and a new source of traffic: a link published on Facebook generates an
average of 3 clicks in return
www.citizenact.com

14. The web social to serve your wikiblogs objectives
Wikiblog
www.citizenact.com

15. How to define an editorial line?
> 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
www.citizenact.com

16. Rules to write a great article
> 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
www.citizenact.com

17. Example of a great article
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18. Example of a great article
Title with keywords
Visual related to the
subject of the article
This article can be
read in 1 minute
Short paragraphs
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19. Example of a great article
Interactive content
(YouTube content)
Links to learn more
www.citizenact.com

20. Promote your blog online
> 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
www.citizenact.com

21. Facebook Pages
> 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
www.citizenact.com

22. Content diffusion on Facebook
A message posted …then appears on the friends …and interactions on these contents
1 2 3 will generates viral diffusion
on a page… / likers news feed…
Content sharing Viral diffusion Awareness Additional traffic
www.citizenact.com

23. How to leverage Twitter?
A simple and efficient tool…
>…to watch a specific thematic
>…to reach a target made of pros, experts and influencers
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
www.citizenact.com

24. What strategy for which network?
Interest of the For what type
Network Target Tools to use
service of use?
- Facebook
Share Massive Content
Mainstream
- Faceboo audience promotion
page
- Tweet - Influencers
- Content
button - Simple tool
Pro / Experts promotion
- Twitter to watch
- Watch
account news
- Networking - Contacts
Pro / Experts Open Group - Recruitment - Personal
- Discussions branding
Diffusion /
YouTube
Mainstream Viral potential content
channel
promotion
www.citizenact.com

25. Appendixes
www.citizenact.com

26. x
di
en
pp
24h on social media…
A
F ace book
+700 000 on
e e ts
50 m i llio n t w
hed on
p u b lis
ods
ual go
o n v ir t
li
$ 1 m il
n
s o ld o
dded e v e ry
v id e o a
24h of n
o
m in u t e
www.citizenact.com

27. x
di
en
pp
Social network, a young thing?
A
Facebook population
Average age of
Facebook user: 30
Twitter population
Average age of
Twitter user: 39
Average age of
LinkedIn user: 44
www.citizenact.com

28. x
di
en
pp
1 – 9 – 90 principle on social media
A
> •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
1% of content producers
9% of contributors
90% of passive audience
www.citizenact.com

29. x
di
en
pp
YouTube Channel
A
> Host your video contents for free
> Insert your video in your posts (embed)
www.citizenact.com

30. x
di
en
pp
SlideShare.net
A
> Share your presentations (PowerPoint, PDF, …) on your blog
www.citizenact.com

31. x
di
en
pp
Netvibes
A
> A watching tool allowing to aggregate a lot of news feeds…
> …that you can offer to your audience as a public page
www.citizenact.com

32. x
di
en
pp
Do you speak Twitter ?
A
Tweet : message of 140
DM = direct message. To characters maximum
send a private message to a
follower.
Twittos : Twitter
user
# = hashtag. It’s a
keyword on Twitter
Follower : user who follows
another user on Twitter
#FF = Follow Friday. On Friday,
you recommend some users to
follow to your contacts Following : a user that you
follow on Twitter
RT = retweet. Similar to a “forward”.
@+nom = at the beginning of the
Allow to mention its source in a
message, it’s an answer; in the tweet,
message.
it’s a mention
www.citizenact.com

33. x
di
en
pp
How to use Twitter?
A
From the site twitter.com… …your smartphone… …or a Twitter client
Official service
Mobile Apps Softwares allowing to manage
E.g.: Seesmic, Twitter, several social network profiles
Tweetdeck… E.g.: Seesmic, Tweetdeck…
www.citizenact.com

34. x
di
en
pp
How to read a timeline
A
Twitter est un écosystème
avec des spécificités et un
jargon particulier.
www.citizenact.com

35. x
di
en
pp
How to read a timeline
A
#TGV : the hashtag is the
RT: putting RT at the beginning
equivalent of the keyword on
of your tweet (retweet), you
Twitter. By clicking on it, you get all
mention the source of the Here it is the author of the tweets that mentioned this
message the original message hashtag
This kind of link is a short
url, useful to not exceed the
@+username : the mentioned user will
140 charaters limit
see this tweet in its « mention » section,
allowing him to follow what is being said
about him
www.citizenact.com

36. x
di
en
pp
How to read a timeline
A
@+username : the mentioned user will
see this tweet in its « mention » section, At the beginning of the message, it means
allowing him to follow what is being said that the message is especially addressed
about him to this user, even if the tweet remains
public
Remarques
> The retweet use is very common on Twitter. It > A lot of online services allow to
is THE feature that allow intersting and convert classic url into a short
valuable contents to spread on the network url(e.g.: bit.ly, tiny.cc…)
(virality)
www.citizenact.com

37. x
di
en
pp
Some useful tools & services for Twitter
A
• TwitterCounter TwitterSearch
Search engine to browse the
• Statistic tools to follow Twittoshpere.
the performances on
your Twiter account.
Klout Tweetbeep
Influence measurement tool from your Email alerts service based on keywords
network and the influence f each that you can set in advance.
one of your contacts
www.citizenact.com

38. x
di
en
pp
Search operators on Twitter
A
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 “keyword” posted from a specific date (year-
-12-01 month-day)
keyworduntil:2010- “keyword” posted until a specific date (year-
12-01 month-day)
Source : ebook Comment tirer le meilleur parti de Twitter
keywordsource:Tw
“keyword” published from Tweetdeck
eetdeck
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39. Thank you !