A May 2013 introduction to social media for WGBH employees interested in expanding their brand's social presence. Presentation by Tory Starr and Mike Wood.

1. +
60 Minutes: 20 Platforms
A Social Media Crash Course

2. +
How Many Do You Know?

3. +
Facebook: What is It?
• The world’s most popular social networking website
• Over a billion users worldwide
• Age restriction (for over age 13)
• Shareable elements, via “status updates”
• Can be used to share, to connect, or to listen

4. +
Facebook
Notifications
Status update
Newsfeed
Ads
New
search
Page
admins
Groups
Interest
lists
Chat box

5. +
Top WGBH Brands on Facebook
 Antiques Roadshow: 332k likes
 Frontline: 226k likes
 Masterpiece: 202k likes
 NOVA: 147k likes
 This Old House: 133k likes
 American Experience: 68k likes

6. + WGBH Facebook Stars

7. +
Is Your Brand a Good Fit for
Facebook?
 Is your brand a program or show that
provides entertainment or a specific
service to customers or consumers?
 Ways your brand can use Facebook:
 Use it as a home for conversation about your
show or program
 Use it to promote content
 Use it to preview content or reward fan
behavior with exclusive content

8. +
Other Brands that Use Facebook
Well
 Motorola is adding 128k fans a
day
 Coca-Cola is the most popular
brand on Facebook, with 63
million likes.
 PBS has 1.3 million likes.
 Facebook shows that have the
highest # “Talking About”
 Walking Dead (AMC) – 693k
 Spongebob (Nikelodeon) – 581k
 MTV – 565k
 The Simpsons (Fox) – 547k
 South Park (Comedy Central) –
514k
 SportsCenter (ESPN) – 426k
 Mr. Bean – 412k
 The Voice (NBC) – 401k
 Ellen DeGeneres – 395k

9. +
Twitter: What is It?
• Real-time information network
• Twitter is used in nearly every country in the world,
and is available in more than 20 languages
• 140 characters
• Source for discovering news and trends, and for
sharing information
• Hashtags are a way to find conversations (example
#BostonMarathon)
• You don’t need to tweet to use Twitter – a large
percentage of people on Twitter just listen

10. +
Twitter
Profile page
Discover trends
Find
accounts/tweets
Profile
info
Follow
recs
Trends
Compose
New
tweets
Paid
tweets
Feed

11. +
Top WGBH Shows on Twitter
 @frontlinepbs 55.6k
 @novapbs 40.1k
 @masterpiecepbs 39.5k
 @ThisOldHouse 25.9k
 @RoadshowPBS 14.2k
 @pritheworld 12.2k
 @AmExperiencePBS 10k
 @GreaterBoston 7.5k

12. +
Top WGBH Personalities on Twitter
 @AzmatZahra 29.6k
 @agolis 7.3k
 @Maria_Hinojosa 6.7k
 @EmilyRooneyWGBH 4k
 @reillyadam 3.1k
 @MarcoWerman 2.8k
 @CallieCrossley 2.3k
 WGBH Twitter List: https://twitter.com/torystarr3/wgbh-peeps

13. +
Is Your Brand a Good Fit for
Twitter?
 Ways your brand can use Twitter:
 Connect consumers to your brand or show
 Share information with those interested in your product
 Gather intelligence and feedback
 Build relationships with fans, viewers and listeners

14. +
Other Brands that Use Twitter Well

15. +
Tumblr: What is It?
 Tumblr is a collection of user generated blogs that usually
contain photos, quotes, or short thoughts.
 There are over 103 million tumblrs.
 Very customizable and visual.
 Easy to share and post images.
 Taggable entries for searching. Like Twitter hashtags.

16. +
Tumblr
Post text,
photos and
more
Recent posts by your Tumblrs or
Tumblrs you are following
Your posts,
your
followers,
Tumblrs
you follow
Random image
Messages, settings,
search

17. +
WGBH Brands on Tumblr
 WGBH Music
http://wgbhmusic.tumblr.com/
 WGBH News
http://wgbhnews.tumblr.com/
 WGBH Lab
http://wgbhlab.tumblr.com/
 Downton!http://www.tumblr.com/
search/blogs?q=downton%20ab
b

18. +
Is Your Brand a Good Fit for
Tumblr?
 Ways your brand can use Tumblr
 Memes! Memes! Memes!
 Visual properties – DIY, Cooking, Antiques, etc

19. +
Other Brands that Use Tumblr Well
 Entertainment Weekly
 The AV Club
 NBC News

20. +
Google +: What is It?
 Google’s answer to Facebook
 People are grouped by circles
 If you are active on Gmail, you will like this
 Likes are +1s
 Helps with Search and integrates with YouTube
 Increased exposure for videos, page itself

21. +
Google +
Your Gmail
contacts
Hangout via
webcam
Your feed. Top
bar indicates
filtering by circle Recommended groups
and friends
Your main options

22. +
WGBH Brands on Google +
 WGBH Archives
 Downton Abbey and
Masterpiece Classic
 Antiques Roadshow

23. +
Other Brands that Use Google +
Well
 Pepsi
 Red Bull
 H&M
 Mashable

24. +
Storify: What is It?
• Allows you to create stories or timelines pulling in elements from
social media
• Search through forms of media related to a subject or keyword
• Search platforms available: Youtube, Twitter, Instagram, Flickr,
Google, Facebook, and direct links.

25. +
Storify
Title
Subtitle
Story
elements
Story status
Social
networks
Social
content

26. +
WGBH Brands using Storify
 NOVA PBS – 12 stories, 25 followers
 PRI’s The World – 68 stories, 9 followers
 WGBH News – 21 stories, 7 followers
 America’s Test Kitchen – 69 stories, 17 followers

27. +
Is Your Brand a Good Fit for Storify?
 Ways your brand can use Storify:
 Contextualizing your content into a coherent narrative
 Adding your content to a larger conversation (using both internal
and external content)
 Streamlining the conversation that is happening on different social
media platforms
Does your brand or program has multiple social media channels?
Does your brand/program have shows or episodes on specific
subjects or beats?

28. +
Other Brands that Use Storify Well

29. +
Instagram: What is It?
• Instagram is a smartphone app
• The app allows you to take, edit, and share photos with your friends
and followers
• The app allows you to follow a feed of photos by your followers,
search for people or hashtags and phrases
• Filters: you can add photo borders, tilt shift blurs, auto enhancements,
and choose from a number of different filters
• Once you post a photo, people can like or comment on the photo

30. +
Instagram
Likes
Comments
Caption

31. +
WGBH Brands on Instagram
 Downton Abbey Official – 990 followers
 Roadshow PBS – 520 followers
 PRI The World – 355 followers
 Frontline PBS – 170 followers

32. +
Is Your Brand a Good Fit for
Instagram?
 Visual content
 Creative talent
 Data visualization or infographics
 Behind the scenes content

33. +
Other Brands that Use Instagram
Well
 Oreo #cremethis or #cookiethis
commercial
 Ellen Show – 2 million followers
 MTV – 1.1 million followers
 Starbucks – 1 million followers
 NBC News – 311k followers

34. +
CoverItLive
Case study:

35. +
DIGITAL PARTNERS

36. +
2 Years
63 Live Chats
43 Partners

37. +Live Chat Data
 Number of Live Chats: 63
 Total Page Views: 715,352
 Chat Participants: 56,106
 Total Comments: 6,947
 Average Reader Duration: 31 mins

38. +Inside Japan’s Nuclear Meltdown
February 29th, 2012
Live Page Views:
30,924
Our Partner:

39. +
Guest questioner
Maggie Koerth-Baker
Science Editor
Film Producer
Dan Edge
Live Chat Featured Guests:

40. +

41. +Live Chat
Inside Japan’s Nuclear Meltdown
2/24/2012
Maggie Koerth-Baker: How are some of the workers you
spoke to doing today, health wise? Are they as surprised to be
alive as we are surprised they are alive?
Dan Edge: All the workers I met for the film are doing fine
health-wise. However, almost all of them told us they expect to
die of cancer over the coming decades. Also some are
struggling with PTSD.

42. +
Is Your Brand a Good Fit for
CoverItLive Chats?
Do you have…
 Talent, producers or talking heads that can engage deeply with
the content?
 Extras to tease during a live chat?
 Partners interested in embedding a conversation on their site
 An opportunity to provide a second screen experience during a
program?
 A need for live coverage but no platform?
 A regular event or program?

43. +
Reddit: What is It?
 Collection of links and text posts broken into subcategories
called sub-reddits.
 Posts are ranked by upvotes and downvotes
 “the front-page of the internet”
 Source for humor, conversation, history, advice, news and more
 Boston Marathon bombings: Real-time updates before the news
 http://www.reddit.com/r/boston/comments/1cnkzq/gunshots_reporte
d_at_mit_stay_away_and_stay_safe/
 http://www.reddit.com/r/boston/wiki/bostonmarathon2013emergency

44. +
Reddit
Your subreddits
To
submit
Profile and Karma
Front page and
upvotes

45. +
WGBH Brands on Reddit
 Others are posting
about your shows
 NOVA
 Downton Abbey
 Search for your
content on Reddit

46. +
Is Your Brand a Good Fit for Reddit?
 Do not be over-promotional
 Be helpful, offer inside looks at programs, AMA opportunities
 Might be best left to the fans

47. +
YouTube: What is it?
Stat
s
Watch
Subscriptions
Recommendations

48. +
WGBH Brands on YouTube
 WGBH Music
 Antiques Roadshow
 NOVA
 American Experience

49. +
Is Your Brand a Good Fit for
YouTube?
 Stats! Stats! STATS!
 Great for press releases (embeddable)
 Cross-channel posting

50. +
Other Brands that Use YouTube
Well
 Conan O’Brien
 NBC News
 PBS
 Obama

51. +
Pinterest: What is It?
• Online pinboard
• Completely visual social bookmarking site
• Each bookmark is called a pin
• When you share someone else’s pin, it’s a repin
• Group pins together on boards or pinboards
• Share images you find online or upload images
onto Pinterest
• Share your pins on Facebook or Twitter

52. +
Pinterest
Search bar
Profile
info
Account
pins /
boards
info
Boards
Stats
Account
info

53. +
WGBH Brands on Pinterest
 Antiques Roadshow – 2.4k followers
 Design Squad –
240 followers
 Rough Cut – 50
followers

54. +
Is Your Brand a Good Fit for
Pinterest?
 Ways your brand can use Pinterest
 Search for all Pins from your domain
 Contextualize content
 Get your fans involved
 Create thematic boards
 Resurface old content
 Reach new audiences

55. +
Other Brands that Use Pinterest
Well
 Whole Foods – 86k followers Nytimes – 63k followers
 Boards are exclusively
content about fashion, food,
and design
 Wall Street Journal –
 Asked fans to create boards
inspired by Fashion Week
 Chose boards to feature on
their website

56. +
GetGlue: What is It?
• TV check in app
• 3 million users
• Social networking for TV
fans
• Check ins for shows,
movies, sports
• Incentives to earn points
and virtual stickers
• Live conversation around
show check-in

57. +
GetGlue
Main
feed
TV listings
Profile
Search
Activity
feed
Recent
check-
ins
Check in
Recent
show
updates
Show
page

58. +
WGBH on GetGlue
 Downton Abbey
 287,000 check ins
 American Experience
 Unique stickers for Presidents
series and Wild West
collections
 Antiques Roadshow
 Getglue shares photos and
other exclusive content during
the show

59. +
Is Your Brand a Good Fit for
GetGlue?
 Ways your brand can use GetGlue
 Offer incentives to check in
 Generate live conversation around
your content
 Offer audiences a way to review your show
 Cross promotion and sponsorship
 Contests and sweepstakes

60. +
Other Brands that Use GetGlue
Well

61. +
StumbleUpon: What is It?
 Using this, you can stumble upon random websites
 Way to share webpages, subscribe to content lists (like reddit)
 Page within a page
 Can comment, save to lists, share
 Thumbs up or down (like Pandora)

62. +
StumbleUpon
Recommended Websites based on your
interests
Trending topics, lists
Profile, history

63. +
LinkedIn: What is It?
 Social network for careers
 Get connected with colleagues, industry, companies
 Collect recommendations
 Tie-in other social media accounts (Twitter)
 Communicate organization goals
 Recruiting

64. +
LinkedIn
Updates
including
Jobs
How you’re connected to WGBH
Job openings

65. +
WGBH Brands on LinkedIn
 WGBH/WGBH Employees

66. +
Other Brands that Use LinkedIn
Well
 PBS
 Sesame Workshop

67. + Foursquare: What is It?
Search
Stalk your friends!
Suggestions
Check-in system with rewards (mayor)

68. +
Other Brands that Use Foursquare
Well
 Boston.com

69. +
SoundCloud:
What is It?
• Sharing network for music and sound (a “Youtube for audio”)
• 30 million registered users
• Embeddable player
• Allows for “timed” comments, or comments in specific parts of
the track
• Social media sharing buttons built into the player
• Offers stats for plays
• Advanced search functions

70. +
SoundCloud
Search bar
Sound stream
Profile
Profile
stats
Account
info
Upload
Plays
Followers
Sets

71. +
WGBH Brands on SoundCloud
 The World – 46.7k followers
 Innovation Hub – 41k followers
 The Takeaway – 37.5k followers
 PBS Frontline – 12.7k
 WGBH News – 30 followers
 WGBH Classical – 20 followers

72. +
Is Your Brand a Good Fit for
SoundCloud?
 Ways your brand can use SoundCloud
 Distribute sound from your program or show
 Distribute bonus audio clips
 Feature behind the scenes audio
 Feature Q&As with talent
 Create a podcast
 Encourage people to engage in real time, with timed comments
 Feature music from your show / program

73. +
RebelMouse:
What is It?
• A social media “front page”
• Creates a website with content you share
• Connect your social networks (Facebook, Twitter,
Pinterest, Tumblr, Instagram)
• Embeddable on your blog or site

74. +
RebelMouse
Shareable
elements
Social
plugins
Title
Sub-
navs
Page
info
Add
content

75. +
WGBH Brands on RebelMouse

76. +
Is Your Brand a Good Fit for
RebelMouse?
 Do you have content spread across social networks?
 Do you have themed social content that you want to group
together?
 Do you have calls to actions or “asks” to your
listeners/viewers/fans?
 Ways your brand can use RebelMouse
 Embed pages in your website
 Use as a home for audience reaction or comments
 Show off fan comments, tweets and posts
 Use it as a hub for an event or premiere

77. +
Other Brands that Use RebelMouse
Well
 PBS NewsHour asked viewers
to share their memories of the
Civil Rights movement
 Time’s 100 most influential
people - “Your Social Reaction
to TIME 100”

78. +
Digg: What is It?
 “What the internet is talking about”
 Like Stumbleupon had a kid with Pinterest

79. +
Digg

80. +
Questions?
 What Social Media platforms are we missing? What do you
want to know more about?
 Tory Starr, The World @torystarr3
tory_starr@wgbh.org
 Mike Wood, National Marketing @MikeWoodTweets
mike_wood@wgbh.org