Presentation by Niels Bramsen from WebDialogue.eu to ETSA in Brussels 22 June 2011

1. Social Media Workshop The exciting potential of social media ETSA, 22 JUNE 2011 IN BRUSSELS

3. Web design

5. Danish nationality

6. Masters in Communication

8. Social Media Workshop Is social media the future for textile rentals?

9. Social Media Workshop

10. Social Media Workshop

13. Social Media Workshop Social Media Strategy Question your motivationDo it to be cool or to achieve specific results Know your target groups Based on realistic objectives Define your message Key message and sub-stories Choose your networks Based on target groups and message Start working Strategy, evolution, implementation Keep going Stick to daily/weekly commitment

14. Social Media Workshop Social media landscape Social News Users submit links to Web content (articles, podcasts, videos, etc) Social filtering: the best content floats to the top Examples: Digg, Reddit, StumbleUpon, Propeller, Mixx Social BookmarkingUsers store, categorize and tag, and search bookmarks The aggregated collection of bookmarks recommends new sites to users For example, the hottest bookmarks of the day Examples: Delicious, Faves, Diigo Social Networking Upload a personal profile Focus on the individual Examples: MySpace, Friendster, LinkedIn, Facebook, Netlog, Bebo, Foursquare Photo and Video Sharing One of the most popular types of social media Even though sites like Facebook allow users to upload photos and videos, the standalone services are still immensely popular Photo sharing examples: Flickr, Zooomr Video sharing: YouTube, MetaCafe, Daily Motion, Vimeo Lifestreaming / Microblogging Users post very short messages (max 140 characters) Easily keep up with what their connections are posting Examples: Twitter, Plurk, FriendFeed

15. Social Media Workshop www.fredcavazza.net/2009/04/10/social-media-landscape-redux

16. Social Media Workshop

17. Social Media Workshop Typical European customer profile Facebook: Has a profile, weekly update LinkedIn: Might have a profile – member of a few groups Twitter: Probably no profile YouTube: Regular user, but no account Google Maps: regular user, but no place Local social media: maybe a profile

18. Social Media Workshop Social Media Is it worth it for textile rental industry? If yes, where to start?

19. Potential clients Existing clients

20. Potential clients Existing clients Improve Save Grow Standardise Awareness Information Visibility How Where WhenHow much

21. Social Media Workshop

22. Potential clients Existing clients Improve Save Grow Standardise Extras Network Feedback Enable client to evangelise

24. Spread-the-word-campaign: Help the environment, use textile rentals

25. Industry certificate: Create certificate most can live up to (Clean Green) and give badges to all customers’ website

26. Joint campaigns: Share costs of quality videos on key issues: environment, modern industry, human/social standards

27. Social troubleshooter: smoothen logistic weaknesses by heavy social accessibility

30. SEARCH ENGINES: Social media optimisation

31. REPUTATION: Video and photo say so much

32. AWARENESS: Make your own website social

34. Strategy: Examine competitors and industry

35. Learn about customers’ challenges

36. Get notified when your social media profiles are contacted20 free, awesome social media monitoring tools http://www.socialbrite.org/2011/01/11/guide-to-free-social-media-monitoring-tools 12 Social Media Monitoring Tools Reviewed http://sixrevisions.com/tools/12-social-media-monitoring-tools-reviewed

38. LinkedIn and Facebook are very dominating in search engines

39. Gotta have a Wikipedia article

40. Google Maps essential to searchSimple massive presence in Top4 platforms means search engines dominance

41. Social Media Workshop

42. Social Media Workshop

44. Make sure your videos are viral (YouTube)

45. Post your video again, allow comments

46. Even cheap image sliding videos and home made web blogs work

47. Remember Al Gore’s climate speeches

48. Great for social mediaWill it blend?

50. Add social sharing and bookmarking tools to your pages

52. Look at your existing framework and databases – find easily adaptable data

53. Many platforms allow upload of live data – generated directly from your systemsWhat extra cost would it take to make it social? How many platforms could it transfer to?

54. Social Media Workshop Scan your existing software/hardware equipment How to do it?

55. Social Media Workshop What’s in it? Quick and dirty strategy

56. Social Media Workshop Break-down of users in social media Lesson Have realistic expectations http://www.forrester.com/Groundswell/ladder.html

57. Social Media Workshop Time & effort Create/optimise profiles 2-3 hours per profile (minimum) Gather all credentials in one overview: 2-3 hours Regular research on interesting new groups and connections: 1 hour per week per profile Multi-posting of news items into profiles and groups: 2 hours for 30 channels per news item Responding to network discussions: 1 hour per week at minimum Implementing network sharing tools on website: 6-18 hours per website

58. Social Media Workshop Combine blog with social media Blogs or news are perfect content for social media Go through your outbox weekly to find material Reshape your stories into questions for discussion groups Multi-post your stories in all channels Have lots of links back to your website Multiple profiles create traffic to your site

59. Social Media Workshop Participation is marketing When a company takes an active, helpful role in community interactions, we get impressed We like their brand Where can you go out and participate? Answer questions Intervene when your organisation’s name or issues are discussed Share knowledge where your potential clients tend to spend time

60. Social Media Workshop Identifying the Social Media responsible Possible angles: People want people! So the CEO should be the man. Specific departments' managers know what the company does. Let them post it. Marketing department knows how to reach the audience Random employees have passion for social media Your organisation must find its unique mix

61. Social Media Workshop Organising to get social Social Media success goes thru connections Could you persuade employees in your organisation to use their personal social media profiles to share certain company promotion with their connections? (Who has the authority to push such an idea through? What would the criteria be for such content?) www.socialmediatoday.com/SMC/110487

62. Social Media Workshop Focus on affinity, not on reach blog.digitalingredients.co.uk

63. Social Media Workshop Five Biggest mistakes of Social Marketing Believing that a Facebook page or Twitter account will attract prospects- Daily, post three tweets and one Facebook update- Post at least one, well written blog each week Underestimating time, energy and resources needed Creating online content that’s all about you- Should be about people, yes!- Must be client-centered Viewing a launch date as the finishing point- Schedule evaluation meetings No measurement Anyone can fail Have an exit plan

65. guide to SEO for press releaseshttp://www.shiftcomm.com/downloads/SEO_for_PressReleases_SHIFT_tipsheet.pdf

66. European Social Media: 19 Web Startups to Watchhttp://mashable.com/2009/04/05/europe-social-media/

67. U.K. Social Networking Site Usage Highest in Europehttp://www.comscore.com/Press_Events/Press_Releases/2007/10/UK_Social_Networking

68. Twitter unloved in Europe?http://eu.techcrunch.com/2009/01/20/twitter-unloved-in-europe