A by @tomszekeres and @_jemima, given at Shoreditch House on Mon 22 April 2013. For the full set of links from the deck, please check out http://bitly.com/bundles/zakazaka/1

1. A Social Media Crash Course
from @_jemima and @tomszekeres
Monday, 22 April 13

2. Who are we?
Jemima Garthwaite | @_jemima Tom Szekeres | @tomszekeres
Social Media Strategist working with Tech, Luxury, Data Analyst with experience in Travel, Government,
Charity, and Alcohol brands, plus a few that are still Fashion, and Telcos; advisor to an early-stage mobile
twinkles in their founders' eyes. photo-sharing startup.
Monday, 22 April 13

3. Before we begin
Write down this link: bit.ly/socialcrash
When you see a number (e.g [23]) in the presentation, just append it to the
above, and you’ll be taken to the full URL.
So for [09], the link is bit.ly/socialcrash09
@_jemima | @tomszekeres | bit.ly/socialcrash
Monday, 22 April 13

4. Who are you?
Monday, 22 April 13

5. A Social Media Crash Course
by @_jemima and @tomszekeres
Monday, 22 April 13

6. Social Media for Start-ups
by @_jemima and @tomszekeres
Monday, 22 April 13

7. What is this all about then?
Start-ups
(through their eyes)
Social Off piste
2013
(not 2010)
This talk
@_jemima | @tomszekeres | bit.ly/socialcrash
Monday, 22 April 13

8. Bad habits die hard
Repetitive and unimaginative Over-reliance on competitions and Always trying to drive from shared
engagement techniques incentivised engagement spaces to owned spaces
Monday, 22 April 13

9. Things have changed
30
Every week, a torrent of things We can give you an OPML list
They keep changing! that may or may not matter to with only the good stuff
your business. (and none of the nonsense).
Monday, 22 April 13

10. Blogs and RSS are on the wain
Monday, 22 April 13

11. For many, social media is the web
Visits to Social Media and Forums overtook How the average hour of internet
Entertainment sites in 2011 use looks today - April 2013
Monday, 22 April 13

12. Social media is an addiction 01
Social Media increases levels of
oxytocin in the blood. After just 10
minutes on Twitter, levels can rise up to
150% (significantly more than a groom
at a wedding).
Oxytocin levels are linked to
characteristics such as empathy,
generosity, and trust.
"A Facebook user who uses the site multiple
times per day is 43% more likely than other
Internet users and more than three times as
likely as non-Internet users to feel that most
people can be trusted."
Monday, 22 April 13

13. Build > Launch > Optimise
Monday, 22 April 13

14. Who are you?
Who are your audience?
Monday, 22 April 13

15. Where are your audience?
Monday, 22 April 13

16. What do you want to do?
Own your search page? Set up a landing page or blog? Demonstrate expertise?
Monday, 22 April 13

17. 18
Monday, 22 April 13

18. Choose your networks
Monday, 22 April 13

19. Claim your profiles
02
• Check if your name is available
• Sign up to Twitter First
• Use Twitter to create other
accounts where possible
• Facebook Page comes later 03
Monday, 22 April 13

20. Design Once
• Bio
Keep it to 140 characters, save it once, roll-out
everywhere.
• Link
Make sure you’ve got a landing page, and then link
out to other networks
• Profile Photo
Make sure it works as a square
(and at a small scale) - should be recognisable.
• Cover Photo 04 05 06 07
To make it future-proof, design at 2560 by 1440 px
Monday, 22 April 13

21. 2560px
Google Plus / YouTube
1440px
Twitter
Facebook
Monday, 22 April 13

22. Choose your tools
08 29 09
Monday, 22 April 13

23. Plumb Everything Together
10
Monday, 22 April 13

24. Set up your phone and tablet
• Social = mobile first - keep the most
important apps on your home screen,
always logged in.
• A few key apps:
• Facebook Pages 12 13
• Hootsuite 14
• Tumblr 31
• Instagram 15
• Buffer 29
• Feedly 16
@_jemima | @tomszekeres | bit.ly/socialcrash
Monday, 22 April 13

25. Set your KPIs/Use Social for KPIs
17
Look instead at how engaging
Say no to vanity metrics and shareable your content is
Monday, 22 April 13

26. Monday, 22 April 13

27. Don't forget Email
Still the number one social network by usage
…and by conversion rate
19
Monday, 22 April 13

28. Build > Launch > Optimise
Monday, 22 April 13

29. Plan in advance
20 22
21
29
29
Dan Zarella is a data analyst who These findings are useful, but
Scheduling is (usually) your friend theorises about the best time/day to analysing your own (unique)
tweet/post etc. community is the best solution.
Monday, 22 April 13

30. Noise
Launches and releases are tent-pole
moments, and should be planned with
creativity and military precision.
• Piggy-back on another event
• Enlist the support of your friends,
family, and wider network (in advance)
• Find usual ways to launch or seed out
your product
Monday, 22 April 13

31. Noise - XX Coexist
A link to download the album was given The website showed a live visual of the virality of the album as it
to a single fan. was seeded to the world through a single fan
Monday, 22 April 13

32. Noise - Mr Cake
Mr Cake (Chris Holmes) asked his brother (who at the time had many more followers) to Tweet his
“resignation cake” - it’s since been featured by the New York Times, Huffington Post, MTV & Cosmo
Monday, 22 April 13

33. Noise - Global #RichList
Good example in the use of #RichList trend hijack to
re-launch gobalrichlist.com
Search volume for “times rich list” since 2004
Monday, 22 April 13

34. Noise - Tight Wallet / Kickstarter
• TGT Wallet, like many upstarts,
realised the launch potential of the
Kickstarter platform
• They took a hit in profit from their
first few thousand sales, but
benefited from the visibility the
platform can often create.
• They also made a lovely thank you
video
Monday, 22 April 13

35. Thank those who helped along the way
• Make a list of people who mentioned you or
helped in any way, and offer a small thank
you
Monday, 22 April 13

36. Build > Launch > Optimise
Monday, 22 April 13

37. Think Social First
• @message instead of email
• Twitter Search results instead of
Profile Link
• Google+ Local instead of
"How to Find Us" 23
Monday, 22 April 13

38. Tools - Time to Go Pro?
Monday, 22 April 13

39. Listen for feedback
• Don't ask, don't get
• Track your domain name and
your brand name, as well as your
screenname
• Give everyone access
Monday, 22 April 13

40. Track clicks, spot patterns
Look at spikes to see what you did Use click tracking to work out the Set up domain tracking to see how
well best time to post on each network your blog or products are shared
Monday, 22 April 13

41. Increase your shareability
Most platforms have a wizard like Tweak the copy - ensure it’s With Twitter, you can even suggest
this one from Twitter something people would actually say to follow your account afterwards
24 25
Monday, 22 April 13

42. On Site: Metadata
Open Graph - works on nearly all Twitter Cards - customised based Verification - easiest done
platforms on the type of content linked to via meta tags
26 27 28
Monday, 22 April 13

43. Take advantage of Social Proof
Monday, 22 April 13

44. In Summary
Build Launch Optimise
Define Audience Plan Listen
Get your Channels Ask for help Measure
Design Once Make Noise Tweak
Plumb Together Thank Amplify
bit.ly/socialcrash
Monday, 22 April 13

45. Thanks
from @_jemima and @tomszekeres
Monday, 22 April 13