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  1. 1. Social Media Masterclass for MA Arts Admin 28th of February 2017 London
  2. 2. What do you remember from last time?
  3. 3. Remember this?
  4. 4. How many of you investigated an audience using Followerwonk? Your logo here
  5. 5. Remember this? Your logo here Social media gives momentum HERE
  6. 6. Practical Skills  How to use Followerwonk to really understand and audience.  How to find the 25 people that could change your business forever.
  7. 7. Conversations that failed. - Starbucks #Fail Your logo here
  8. 8. Timeline Attention Spans
  9. 9. We have little choice but to learn about social media if we want our artistic institutions be more internet famous.
  10. 10.  Understand how stories work in a social media timeline.  How to create a customers avatar  How to create good original content.  What to do if things go wrong. By the end of today you will have new skills..
  11. 11.  Content  Authenticity, Originality, Humour, info into knowledge  Context  Trends, Hashtags, Demographics, Time of day, Native, Personality  Connection  Conversation. Serving others. The big questions of the day. Which is most Important?
  12. 12. The Big Six Social Networks
  13. 13. • Letting people find you when the search the Internet • Giving you more control over what happens to you in Google Results • A good profile encourages people to contact you • Address book - Stay in touch with people as they change jobs • Go direct to the boss! – Getting past the gatekeepers. Direct contact • Galvanising Social Capital - Getting your connections to request introductions for you • Managing your online job hunting by having your C.V online • Becoming an influencer – By joining groups you can grow your social capital by solving industry problems • Link it to Twitter to simplify business updates. WHAT IS LINKED IN GOOD FOR?
  14. 14. WHAT MAKES INSTAGRAM GREAT? • Immediacy & Instant Feedback • Smartphone Only so keeps in the moment • Beauty - Amazing pictures every day. • Basic Photoshop – Good use of mobile tech • Community - strong sense of connection Little Negativity or tired Memes People taking time out of their day to be creative • Continuity - Watching peoples lives unfold.
  15. 15. WHAT MAKES YOUTUBE GREAT • Works in 56 Countries and 61 Languages • 2nd Largest Search Engine in the world. • 17% of all internet traffic runs through Youtube • 6 Billion Hours watched a month. • 25% of all views are from a mobile. • Great for SEO & New Traffic • Video Sharing is so easy – How to • Hosting content to be used elsewhere • Making Money
  16. 16. WHAT TWITTER GREAT • Amazing Data – Most in depth targeting. • Totally Open – Jump into any conversation • Micro Blogging – simplicity. A link, a comment, a picture • Relationship with Live TV • Works amazing well on phones • Great for SEO & New Traffic • Direct bypass Gatekeepers • Works like a newspaper curated by you • Influence is measurable.
  17. 17. WHAT MAKES SNAPCHAT GREAT • Content Deletes – Freedom from Digital Vapour Trail. • Sense of urgency to watch content • Great use of Filters • Loved by Teens • Great for SEO & New Traffic • Direct bypass Gatekeepers • Works like a newspaper curated by you • Influence is measurable.
  18. 18. WHAT FACEBOOK GREAT • Scale – but makes it difficult. • An amazing advertising suite. • Great on Mobile experience • Chat is used by 900m • Edgerank Algorythm. • A scrapbook of our social lives • An event Hub
  19. 19. Digital Stories
  20. 20. Facebook Friends Day
  21. 21. Your logo here We tend to live in the distracted present, where the forces of the periphery are magnified and those of in front of us ignored. Our ability to create, plan, much less follow through on, is undermined by our need to be able to improvise our way through any number of infernal impacts that stand to derail us at any moment. Douglas Rushkoff Present Shock
  22. 22. Narrative Collapse There is no society doesn’t tell stories. Storytelling is how we transmit value, it has a cultural use. It creates context. It is comforting and orienting. It helps smooth out obstacles and impediments by recasting them as bumps along the road to some better place. But How do we tell stories and convey values without the time required to tell a linear story?
  23. 23. If selling turns us off, then content is King. Douglas Rushkoff - 'You don't click the remote to change channels because you are bored, but because you are mad. Someone you don't trust is attempting to make you anxious.' What makes you change TV channels?
  24. 24. Small Fragments
  25. 25. Tiny Fragments
  26. 26. Teeny Weenie Fragments
  27. 27. Best Practice – Content Length
  28. 28.  Fragments are often de- contextualised. You don’t know what came before of after  Your personality/ take is the glue  You consistent voice creates the narrative You provide the context Does this mean that context is King?
  29. 29. The aesthetics of social media form is the fragment and you are the glue that holds it all together.
  30. 30. Authenticity Deficits Does this mean that connection t is King?
  31. 31. How to sharing Algorythms work
  32. 32.  Only around 4-5% will see your posts.  Profile data is old. Are you the same as 10 years ago.  Your whole success on FB is dependent on what is called the Edge Rank Algorythm. (Not a waterfall)  Every interaction is an edge.  Facebook constantly trying to find most shareable content as this makes people come back to Facebook.  How much your content travels is dependent on Likes, Comments and above all SHARES.  Is your content FUN. Is it RELEVENT. Is it USEFUL?  Will it work on Mobile?  HOW DO YOU FIND WHAT YOUR AUDIENCE LIKES? Facebook Content
  33. 33.  Think of three questions that you could ask your audience that would tell you more about them and give your more things to talk about.  Zara has 25m followers let’s look at their Facebook page. ASK THEM!
  34. 34.  0.000128% Engagement rate  How might we improve it? ZARA Ouch...
  35. 35.  Most of Facebook is now on Mobile. This means no sidebar ads.  You have to use Facebook Sponsored Stories  What makes it great is that you amplify what works organically. If you see a post working for 4-5% of your followers - Extend reach and Amplify it.  You can amplify reactions to content too.  Because of Edgerank has positive impact on further posts. PAID CAMPAIGNS – YES!
  36. 36.  If Facebook is about Friendship then Twitter is about News and Info.  A place where anyone can make news.  It is about the moment and reactions to the moment.  You can jump into ANY conversation on Twitter get involved.  Your Personality or context is more important than important than content. Twitter Content
  37. 37.  On the next slide is a picture from some trending content this week.  When you see it make note of your first thought or reaction.  Write down a comment. Jumping on Trends...
  38. 38. @jethro247
  39. 39.  Creating boring links to long form content elsewhere.  Simply Re-tweeting favourable things said about you. Thanking people is much better  The difference between love and like. Worst things to do on Twitter
  40. 40.  You can target people who LOOK like your competitors.  Most targeted form of B2B niche advertising there is.  Follower get very high quality followers.  Only buy followers from Twitter themselves. PAID CAMPAIGNS – YES!
  41. 41.  Instagram is a closed loop system. Links only take you to other placed in Instagram.  (People put the term – Links in Profile with each photo)  You can only share your own content  People do take screengrabs of other peoples content and re-upload.  Entertain and Inform – Good pictures vital. – Would it go in a magazine. Instagram
  42. 42.  67% women 33% men.  72.5m users  Collect and research.  Display of things we love and who we are. Virtual status signalling.  79% more likely to make purchase than on a FB page.  Posts with price increase engagement by 36% Pinterest
  43. 43.  Do you have a pinterest account?  How could you improve the titles.  e.g - Green Teas could become – Rejuvenating Formulas for every day.  Once again the context you create is king. Board Titles...the key to success
  44. 44. Periscope – Live Video
  45. 45. Video the New Language of the web.  Gets 15-20% engagement rates. Massive Influence on EDGE RANK  Between 15-30 seconds maximum.  Social Media Content Distribution tools are the best. They have the best targeting.
  46. 46. Build it and they do not come
  47. 47. Video Strategy  Only 5% of content gets shared or goes viral in any way?  You need to get confident building your own distribution channels using data?  What is data? And what is it’s relationship with creativity?
  48. 48. Your logo here Video allows Story-Doing
  49. 49.  Goldsmiths Video Fragment A small video advertising Case Study
  50. 50. Building Custom Audiences
  51. 51. Top Level Results
  52. 52. Levels of Engagement
  53. 53. Social Media as a festival which you curate. Each stage is a different social network. Have as much fun as Glastonbury has planning it.
  54. 54. Content Strategies: What have you got that is exclusive? Get Closer.
  55. 55. You don’t have to be always on. Pick your moments and do it intensely for that time. activity: what events do you have for the year ahead
  57. 57. Do people still blog?
  58. 58. Benefits of blogging...  Increases search engine traffic  Can humanise your brand  Supports your social media initiatives  Can build authority in your industry  Improves conversion rates  Helps generate inbound links  Help you rank for long-tail search queries  Increases leads
  59. 59. A poor example of a customer avatar… Our ideal customer uses our product to gain control of their finances. They want to be better freelancers, so our tool is useful for helping them gain control of their income and expenses.
  60. 60. A poor example of a customer avatar… Our ideal customer uses our product to gain control of their finances. They want to be better freelancers, so our tool is useful for helping them gain control of their income and expenses.
  61. 61. A good example of a customer avatar… Adam is a 28 year old freelance graphic designer from Michigan. He spends about 4 hours a week reading blog posts and following links on Twitter, and that is where he discovered a link that pointed to Harpoon. Adam makes between $60,000 and $80,000 a year as a designer, yet feels like he doesn’t really have a good grasp on how much he is going to make in the next year, so he’s not sure if he should hustle for more work, or tell his wife: “Yes, we can easily take that vacation this summer”. Adam spent 4 years working for a large agency in town, when he realized that he could do better on his own. He has been freelancing for 2 years now, and is interested in learning about honing his business skills as well as his design skills. He’s been married for 4 years, and is starting to think seriously about having kids. One of his concerns about having kids is having a good grip on his family’s finances, and feeling a sense of control over how things are going with his freelancing income. As he learns about Harpoon, he is thinking that this could be the tool that helps him to gain the needed control over his finances, giving him the confidence to embrace fatherhood without financial fears. His wife is excited that they can take that vacation without Adam worrying about how much it all costs and his lost work income.
  62. 62.  Read the Article on the MailOnline.  https://etherpad.net/p/ICCE  What would you have done?  How did Benefit make the situation worse? What if it all goes Wrong?
  63. 63.  Is it a troll? If so don’t feed it. Find out who they are? Are they real or not?  If you have built a community, they will also protect you.  If real don’t delete.  If troll – delete comments, ban the user, don’t engage.  Explain to others why they were banned. A complaint is posted.
  64. 64.  Most People just want to be heard. WE HEAR WHAT YOU ARE SAYING. IF YOU WOULDN’T MIND SENDING IS YOUR EMAIL ADDRESS OR PHONE NUMBER, WE’RE HAPPY TO TALK TO YOU ABOUT THIS. This works 99% of the time. A complaint is posted...
  65. 65. Create an internal policy. Make sure everyone knows the policy Who will reply How long will it take to reply What they will say. 5 Steps for dealing with online criticism
  66. 66. You don’t know if this could blow up Rule of Thumb - get it out of writing as soon as possible. Hear the tone of voice. See the body language. The last thing you want is to get defensive in some back and forth debate. Step 2 – Be Cautious
  67. 67.  Be polite and patient with even if people are asking obvious and annoying things. Step 3 - Assume the best
  68. 68. People will note that and take you to task for it. This can get UGLY. If you are transparent, your community will come to your defence. Step 4 – Don’t Delete
  69. 69.  Use Common Sense.  Think like a Human  Take the Corporate hat off. Step 5 – Be Human

Notes de l'éditeur

  • Use market research and stats to write a story about your ideal customer!
  • This example is too high-level, and actually sounds a bit like marketing-speak. We’re not talking about a mission statement here, but an actual story…of a specific individual.
  • This example is too high-level, and actually sounds a bit like marketing-speak. We’re not talking about a mission statement here, but an actual story…of a specific individual.
  • This example is too high-level, and actually sounds a bit like marketing-speak. We’re not talking about a mission statement here, but an actual story…of a specific individual.