Stand out on social media with content, video and photography
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This document provides an agenda for a presentation on standing out on social media. The presentation covers listening to social media through tools like Google alerts and hashtags, sharing content through influencers, creating engaging content like videos and blogs, and using case studies of businesses that have succeeded on social media. It also touches on best practices for photography, video, and trends for 2015 like the growth of mobile and vlogging. The overall goal is to help attendees learn how to engage audiences and promote their businesses through effective use of social media.
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Stand out on social media with content, video and photography
- 1. Stand out on Social Media Nina Goodwin @Nina_Cosmic
- 2. Housekeeping • Fire Alarms • Breaks • Mobile Phones • Health & Safety
- 3. Agenda • Background – Connecting Devon & Somerset; Get up to Speed; Cool Tourism; • Helping you standout on Social Media - The Social Media Engagement Ladder; • Listening – Google AdWords, # and Twitter searching; • Sharing – engage and share through influencers; • Content creation – What is content? How can you stand out? • Case Studies; • Photography – hints and tips; • Video; • Social media trends 2015.
- 4. Connecting Devon and Somerset • The Government ambition is to have the best Superfast Broadband Network in Europe by 2016; • Improved broadband (>2Mbps) to every business and community across Devon & Somerset by 2016; • Faster broadband (>24Mbps) to at least 90% of the area by 2016.
- 5. Get up to Speed….. • Fully funded business and community support alongside roll- out of superfast broadband • Helping to ensure we all make the most out of the superfast broadband • Delivered by Cosmic Peninsula Consortium
- 6. Where & When – Three Year Rollout
- 7. What help is there for Businesses to Get up to Speed? • Free sessions; • Showcase new technologies; • Hands-on Workshops; • Gadget shows; • Seminars; • Briefings; • Taster sessions; • Signposting to free advice and support – Superfast Business.
- 9. Rural Tourism Toolkit http://www.visitsomerset.co.uk/business/business-support/cool-tourism-toolkit • Crammed with helpful hints and advice for new and existing rural tourism businesses; • Designed to assist you in planning, developing, marketing and sustaining your services for customers; • Intended to encourage initiatives that offer great visitor experiences whilst nurturing the environments that create them. FIVE sections: Getting Started, Communicating Effectively, Working Together, Local Distinctiveness & Saving Money and Sustainability
- 10. Escape to Somerset & Exmoor http://www.visitsomerset.co.uk/escapes/home
- 11. Helping you stand out on Social Media
- 13. What have you posted recently? Posts Blogs Images Videos Anything else…?
- 25. Listen Google Alerts Twitter Feedly Share & converse Twitter Facebook LinkedIn Pinterest Newsletter Content creation & Broadcast You Tube Blog Flickr iTunes/podcasts Community building Forum Facebook Groups LinkedIn Groups Virtual worlds Social media engagement ladder Less time More time
- 26. Listening
- 28. Hashtags Industry specific #HolidaysInSomerset #Holidays Geographic specific #Devon #Somerset Media specific #JournoRequest #PRRequest
- 29. Search
- 30. Advanced Search
- 31. Hootsuite
- 32. Sharing • Many ways – you sharing stuff; • You share they share; good content that others will share ideally influencers……
- 33. Engage and share through influencers
- 37. How do you find influencers? Klout
- 39. Content Creation
- 40. What is content? Images Archived content Infographics Video Blogs Web pages Podcasts PDF downloadable content Explainers
- 41. How can you stand out? Tell us what your USP is (Unique Selling Proposition) In other words… What makes you stand out from the others?
- 42. Granddad of Content Marketing • Energy Drinks business Media company
- 44. YouGov - Profiler YouGov | What the world thinks
- 45. Adapted from ‘Media Cloverleaf’ by Richard Edelman ‘Content first' strategy ‘Tradigital’ E-news Forums Digital magazines Traditional Media Press Social networks Facebook Twitter YouTube LinkedIn Website Responsive design Mobile enabled Owned Content Video, blogs, Editorial, photos COPE Create Once Post Everywhere
- 46. Case Studies
- 47. The Old Cider House Ozy the Labrador – Dog Friendly Video on home page introducing themselves and the various activities around them.
- 48. Ozy has his own Twitter account
- 50. Mill on the Brue 2 things I love about their website
- 52. Make it personal
- 53. Oatley Vineyard Embraced social media recently Facebook Twitter Pinterest Google + YouTube
- 54. Blog
- 56. Sense of humour
- 57. Case studies
- 60. Working with others B&B Brewery Visit B&B and brew some beer. Then come back six months later to pick up the beer and stay at the B&B again.
- 62. Picture this... “ This person is at the top of his profession and is a world-wide household name. He is about to manipulate a sphere. The situation is tense, a very important confrontation – two top groups and the confrontation has reached a possible; tie-breaking situation. This person is in control and is able to make best use of the advantage for the rest of his group. With his fellow group members support and with his natural talent he takes his group into a possible winning position by placing the sphere where the rules stipulate! ”
- 63. ...or
- 65. "A picture is worth a thousand words" • "A picture is worth a thousand words" refers to the idea that a complex idea can be conveyed with just a single image. • Visualisation - making it possible to absorb large amounts of data quickly.
- 66. Lighting • Natural light is best • Middle of the day • Avoid using a flash if possible • No direct sunlight, shadows.
- 67. Composition • Create a sense of time and place • Think in three dimensions • Take something away • Tell a story
- 68. Good images help sell! • Ebay; • Amazon • Your website • Your blog • On Flickr • On your Facebook page On... Insert image here
- 70. Love your camera • Experiment with your camera - have a play; • Make notes, start a notebook of the settings that worked and the ones that ‘didn’t’. • It will become a fantastic source of reference for future photography trips.
- 71. Canva.com
- 72. Design your own content
- 73. Picmonkey.com
- 74. Editing
- 75. Resizing
- 76. Instagram • Filters • Video • Embed images in to your website
- 77. Instagram
- 79. Video
- 80. • Video – for sales and marketing • Product descriptions, visualisations • Expert analysis, talks • Case studies, testimonials • Becoming significant in Search Results • Pre sales – research • Post sales - support What about video?
- 81. Video for customer support Creating video content for customer retention: Sony Xperia have created a YouTube channel of all their support and advice guides.
- 83. Watching video online • Online TV video streaming has climbed 338% from 2013, according to new research from Adobe; • The research also noted an 85% jump in the number of unique visitors watching online TV over the past six months; • Adobe’s latest study also highlighted that tablets and phones now make up 26% of all online video consumption – a 59% hike since 2013. • Smartphones now dominate consumption over tablets. • According to the research, video completion was on a mobile devices was low, with 16.6% of videos watched reaching 75% finished; • The report states that “when coupling it with the growth of video viewing, online video advertisement viewing is accelerating at a remarkable rate.”
- 84. Technology • What are your customers using?
- 85. Social Media – Trends for 2015 • Go mobile or go home; • Vlogging will continue to grow; • Social wallets; • Social Platforms more interest based
- 86. Questions Nina Goodwin email: Nina@Cosmic.org.uk Twitter: @Nina_Cosmic One to One sessions
Notes de l'éditeur
- Get up to speed is a programme designed to help community groups and businesses make the most of the new superfast infrastructure roll out. We aim to inspire and support everyone to become more social, to save money and to become more competitive by embracing new technologies and services that are available because of the new fibre broadband. Cool Tourism project is a European Partnership – 11 local authorities; co funded by the European Regional Development Fund; working together to help compete effectively in the global tourism market
- BT and the Connecting Devon and Somerset (CDS) programme, of which BT is a major partner, are working hard to make high-speed broadband as widely available as possible. More than 20,600 homes and businesses in the Yeovil exchange area now have access to this exciting technology through BT’s commercial plans and the CDS programme. Further work is being carried out and the current programme is expected to increase coverage to more than 22,800 premises. This is more than 97 per cent of premises in the Yeovil exchange area. The current CDS programme expects to make superfast broadband available to around 90 per cent of homes and businesses across Devon and Somerset and to ensure that all homes and businesses in the intervention area have access to at least 2Mbps. Furthermore, the public sector partners recently obtained additional funding to further extend fibre coverage.
- Once part of our service, subject to an ERDF eligibility check, assigned a dedicated adviser, help benchmark where you are in terms of readiness and IT capability with your specific sector in mind. Opportunity to help you highlight areas you could most benefit, agree a support plan and introduce a specialist in the area you have chosen to focus on. Guides in the leisure and tourism sector.
- Go into these and show audiences (or have them open prior to the start).
- Funded via the COOL Tourism project and it gives inspirational ideas for different ‘experiences’ that visitors can explore
- Understand how you can stand out on Social Media Introductions – what is your business? How much do you currently use social media? Show what you can use.
- Talk around the room – who? What sites? Get people talking. Knowledge, specific areas to cover. Clients where are they? Example – of your mum – Facebook at it’s busiest in the evening. Not selling but market in a subtle way. Pinterest is all about the women – tourism area women tend to make the decisions in the household – all about images and photos. Average person keeps there phone with them for 14 hours a day. Social media and mobile phone/tablet – more tablets being brought then laptops. Google + - third attempt at a social media. Pin in map you will have a Google+ account. YouTube need a Google+ account. Gmail address links to your Google plus account – no one is using it. Around 7% using it. Difficult to use. Who uses videos? Powerful when marketing your business. About human beings and how they react. Will watch a video rather then read text. Newspapers set in columns to consume information. Can film a video from phone and upload. Example of someone using a video on the website – TOURISM BUSINESS.
- Interactive? Take 3-4 suggestions. Compliments to say well done for using these. What have you put out recently? Not that scary – easy to put a barrier up – take a toe and dip it in the water. Setting your audiences expectations Key word is social Need to be aware that a generation coming up that know no different – remember social media is just a tool. Looking at the possibilities and finding the extra time. Photos – human love images. Good images – think a bit differently.
- Facebook is still the biggest kid on the block – will Google+ surpass this by 2016 – Jeff Bullas 1.15 billion Facebook users – 23% of Facebook users login at least 5 times per day Handout – Explain handout. There is a cool tourism workshop. Nice to go through and see how it works. Ask yourself is this for me? Met Office as an example – What is your goal? Awareness? Reasonably up to date – 1.3 billion. E-Consultancy, social media examiner send out regular to do. No wrong and right just do what you want to do. Ed Millaband #rubbishtorygovernment What sort of relationship do you want with your customers? FB restricting what you can see – people will see 10% - boost post – better user experiences. Harder to do for free. Need to get people to comment Share and like examples/competition – come up with compelling and entertaining content. Content creation later on. – What are your competitors doing? Fabulous for learning. Radio advert as an example – emotion and repetition cause memories. Have to get people to feel? Lots of story telling
- Not very intuitive. Important to understand from our users point of view. There are now over 1 billion with Google+ enabled accounts 359 million active users Growing by 33% per year Age bracket – 45-54 year old bracket increased it usage on Google+ by 56% Around for less than three years – got the backing of Google.
- 550 million registered users Fastest growing network – 44% growth between 2012-2013 215 million active users Twitter are changing – what we like to see. Very immediate. No rules, lots of opinions. Late 30’s/40’s. Teenagers moving away from FB. Twitter will shrink links to 22 characters (23 with a space) Pro’s and con’s – favourite channel it’s where I get my news.
- Instagram has changed to a must have 200 million monthly active users 60 million photos posted daily – 1.6 billion likes every single day; # are an important discovery method; gain exposure to niche groups and relevant areas of interest young demographics
- Don’t allow access to your inbox Networking tool for B2B Initial set up was for recruitment – online CV Nickname for LinkedIn is FB for adults
- 20 million active monthly users a month Pinterest more popular than twitter Women are four times more likely to be users than man Bride scenario – can set up a board, search internet and then pin the photo to cork board. Stays there, not stealing anyone’s photos. Decision. Because you have pin from a website link back to that website – really important to have good images. Second place for driving traffic to websites – helping to drive traffic. Understanding how people might be using these sites. User, pins and boards. Search function – follow boards and people or pinners. Permission to post on boards – need to give permission.
- 40/50 million users – purely mobile can view online. Still involving – Jane Sharp Vine is a short-form video sharing service. Founded in June 2012, it was acquired by microblogging website Twitter in October 2012, just prior to its official launch. The service allows users to record and edit five to six-second long looping video clips, and to "revine", or share others' posts with followers. Some Vines are revined automatically based on what is popular. The videos can then be published through Vine's social network and shared on other services such as Facebook and Twitter. Vine's app can also be used to browse through videos posted by other users, along with groups of videos by theme, and trending videos Fun place to be – Oreo Example Talent agency
- Take a photo and video and send to your contact – has a life 1-10 seconds. Brands starting to use it – maximum 10 seconds – could be such a powerful tool
- Google have cornered search and video. 1-3 millenniums watch no broadcast TV
- Help to climb rankings for search engine.
- FB/Twitter – early 30/40’s depending on what you read. What do you think? 50% of over 65’s on FB. Over eight in ten (83%) of adults now go online using any type of device in any location. Nearly all 16-24s and 25-34s are now online (98%), and there has been a nine percentage point increase in those aged 65+ ever going online (42% vs. 33% in 2012). The number of adults using tablets to go online has almost doubled; from 16% in 2012 to 30% in 2013. While almost all age-groups are more likely than previously to use tablets in this way, use by those aged 35-64 has doubled, while use by 65-74s has trebled; from 5% to 17%. Six in ten UK adults (62%) now use a smartphone, an increase from 54% in 2012. This increase is driven by 25-34s and 45-54s, and those aged 65-74 are almost twice as likely to use a smartphone now compared to 2012 (20% vs. 12%).
- This is there strategy; Feedly is a news aggregator application for various web browsers and mobile devices running iOS and Android, also available as a cloud-based service. It compiles news feeds from a variety of online sources for the user to customize and share with others. Cosmic as example; Show the journey you make through Social Media Listen = Research BBC very good at podcasts.
- Google Alerts – allows you to monitor the web for interesting new content; Options to set up: How often (daily/weekly), sources, region, how many (best results), deliver to.
- Helen Botterill, Kingwood rose example working from a shed in the back garden – ended up with a 4 page spread in county living magazine and on website. Instagram - #PicOfTheDay How we are using and how you might leverage this for your buisness. Negative of Twitter: Bing example – Microsoft Tesco – It’s Sleepy time so we are off to hit the hay! See you at 8 tomorrow for more #TescoTweets #susanalbumparty???
- If this stuff useful? Can you find? Dig a little bit deeper. Difference between speech marks/no speech marks Twitter has decided what I see
- Have a play with this; positive and negative comments;
- Play around with Hoot suite; columns for search terms or accounts Tool to manage more than one account – it’s free up to three accounts Downside – Images through Twitter will be a link owly.
- Good content that others will share ideally influencers……
- An English fashion, beauty and lifestyle vlogger (a video blog or video log); 2 million subscribers to her YouTube channel; 130 million video views; 900k followers on Twitter; 1 million on Instagram Mulberry send her bag to review; have a look at her channel; good bit advertising; Engage new audiences.
- Collaboration with Tanya Burr Make up artist super user YouTube – took her to Claridges, dressed by Mulberry (More views and exposure through their channels)
- 6.5 million subscribers; Teen award for blogger; generation that all about this; try to understand how people re using these channels; Example – John Harvey
- Social Media Guru - All about me. Klout score 81.
- Connecting with your industry influencers raises both your influence and your trust. Yes, the true influencer you have is your customer. Top industry influencers can amplify your reach to more of your targeted consumers. They can give your brand trust by association to new markets too. Social influence metric tools – use to find and leverage the most influential bloggers in your industry; The Klout Score is a number between 1-100 that represents your influence. The more influential you are, the higher your Klout Score. Influence is the ability to drive action. When you share something on social media or in real life and people respond, that’s influence. Klout; don’t understand how it scores us; benchmark clients; New York airport social media accounts in the hope they would tweet; American Airlines deal with Klout could use there lounges; lithium brought Klout recently; platform for content to share; tool like Hoot Suite. Barack Obama – Klout Score 99
- Can see the % of network contributions – 83% FB/17% Twitter Shows your own recent activity Can schedule content to share through Klout and create content to share Can search to see how influencing people are……
- Social media is busy; full of load of rubbish; what differs you from the noise?
- Who is there target audience?
- Used on 6 different channels – including websites blog e-newsletter; reps from media 9 in the room; send us your content; audio clip to use on Radio; Ben Bradshaw;
- The UK’s most dog friendly B&B – Official. 2 pet rooms Welcome doggy pack – biscuits, local walks, identity tag, free sausage breakfast, dog-friendly pubs
- Blank out FB link; might work might not work for them;
- Activity centre – That’s him/know what he looks like;
- A short blog on a local person rescuing someone from a fire. Day in the life; does it add value to my clients;
- Wife of couple has embraced everything; putting out as much content as they can to flood the market; seems to working for them
- Card Games – Taking on their journey with them. Technology is scary but they’re embracing it and learning as they go along Behind the scenes look; makes businesses human; staying with them in their hotel; A little bit of vulnerability
- Chat about Pinterest; boards possible holiday destinations; leaves a link from their Pinboard back to website; Pinterest is second best social media site traffic to your site; FB drives majority of traffic because it creates those links; Website is verified
- Pictures I like that don't fit my other boards
- Slider image includes:- Fishing – Comfortable looking bedroom – Games (pool table) – dogs – Walks – Pushbikes Photography and appeals customers.
- Not about offer; selling and digging a bit deeper; how can you tell people;
- Different ideas? Work with local businesses; think outside the box! Repeat sale – 6.4 times cheaper to get return then market new customer; Think outside the box – Somerset Yurts and SRMH Centre working together – find likeminded business whop share the same values; Can we think of anything in this room? Case Study – Culbone pub/restaurant/Escape the City Tours working together to provide Exmoor Food Safaris – offering people an insight into how a landscape is managed and how best to make use of local produce. Avalon Marshes – What events do they have coming up? Working with then to do a mailshot etc.
- Don’t use Getty Images; use original pictures or pay to get them professional; think about lighting and composition; have smart phones easy to upload pictures with a few clicks;
- 45 seconds to read/or read out – Point making is that it’s visually better to see something;
- Natural window lighting usually rules the roost in professional food photography. (If you can get natural window lighting on an overcast day, then you’re even luckier). The soft, dispersed lighting usually given by natural window lighting that casts very soft shadows works beautifully with a lot of food photographs. Generally the best lighting is from the front side (ie coming over the shoulder of the photographer), but all angles of natural light can be made to work. Depending on how much light is available, you may need to consider a tripod. Reflectors – If you want to disperse the light even more or tone down some of the shadows, then reflecting natural lighting is also high on the scale of desirability. This can be done with a purpose-built reflector or you can improvise with light coloured material (white sheets/cloths) or reflective material (foil). Artificial Lighting – Sometimes, you’re just not going to be able to get in a position to take advantage of natural lighting. Using strobes on food is a huge topic, but suffice to say that you will often need to soften and disperse the light as much as possible with the use of soft-boxes and reflectors. Dark Food Photography – a growing trend in some food photography is to go the low light style and a dark setting. This is more about using the dark colours of the food and its background and surroundings in combination with natural window lighting such as in the example below. It is very effective in creating mood. You can see some more amazing
- Take smart phone picture - reflectors
- Design with hundreds of free elements and fonts; chose from Library of more that 1 million premium images for $1 Work with others
- Tutorials; Royal Features Sizing images – if not sure how to do on a 400 pixels – every image the same size;
- When you save – names are Bond actors – Never watched a James Bond movie in my life it doesn’t mean much to me.
- Repost app -
- Original photography
- Vimeo is a video-sharing website in which users can upload, share and view videos. Vimeo was founded in November 2004 by Jake Lodwick and Zach Klein. The name Vimeo was created by Lodwick, as a play on the words video and me. Vimeo is also an anagram of the word movie. As of September 2013, Vimeo's search feature requires Google Analytics to work properly and users of Firefox and Chrome web browsers cannot search on Vimeo without disabling privacy protection You tube owed by Google
- Video – compelling content Axminster tools setup half a kitchen and half a shed.. They film every new tool using them and publish the film. This is successful for axminster tools – enhanced their basket buying rate by 50% What could you do like this? One a fornight average 10,000 profit. £260,000. email list of 168,000 people.
- http://www.youtube.com/watch?v=Ld7x1gz4Hzk Sony Xperia now has its own you tube channel with self support videos. This has reduced their need to customer service as people can fix themselves
- Show the video – this video footage was then used - https://www.youtube.com/watch?v=Jas66ZCKpPI Content first strategy You tube Not professionally filmed just on smartphone Embedded advert Put in newsletter Used same content through all communication channels Filmed it and uploaded it to YouTube
- http://www.dotrising.com/2014/10/23/online-streaming-rockets-388-since-2013/?ce_b4=bWF0dEBjb3NtaWMub3JnLnVr&utm_source=Dot+Rising&utm_campaign=9899e42b0b-23_10_2014_NL&utm_medium=email&utm_term=0_03ccdb13ba-9899e42b0b-14894837
- Understand the platforms they are using; Competitors
- Morgan Stanley believe mobile web will outstrip desktop web by 2015 Daily active mobile users on Facebook grown 15% in 2014 – mobile is no longer a secondary channel, it’s becoming first-choice; Customers want to hear the truth from other customers – not so much brand themselves; growing emphasis Are phones are now are wallets – Buy button on FB and Twitter trailing Social Media a financial arena as well as a social one Social networks are more likely interest-focused – uniting users through Common hobbies and passions; image based sites Instagram, Pinterest and Tumblr; Google +; how we consume updates (images over text based; video’s GIF’s