Social Media - The Essentials - Be Effective and Efficient

Social Media Practical Essentials

Jonnie Jensen – Digital Coach
Presentation available at:
http://linkedIn.com/in/jonniejensen
http://twitter.com/jonniejensen

What We Can Do Today
• Cover three concepts
– People
– Content
– Participation
• Not covering
– Proposition
– Your added value
– Why you are doing this and for who?
• No apologies for going fast
• You will not leave an expert
http://linkedIn.com/in/jonniejensen jonniejensen


Before We Get Started
• Preconceptions
• Misconceptions
• Leave your baggage at the door



Using social media for business



What Will Success Require
• To be successful you need
– Create an audience
– Add Value through content
– Be present and participate
• This builds reputation and awareness
• This raises your influence



Personal vs Corporate
• LinkedIn & Facebook have both
• Twitter
– There will only ever be one you
– Your business brand may not be yours forever
– Can you effectively manage both?
– Which has the most impact?
– What would your audience expect to see?
– I say
• Personal is more important
• Make business one easier with some automated content
– Yahoo Pipes & Twittterfeed
• Be present on both


Social Media Flow
• Example of content finding and sharing process from Oscar Berg



The Power Of Content
• Content
– Which you have found
– Which you have created
– Which you are part of…
• Following
• Sharing
• Commenting
• Publishing
• Networking ref: ChrisBrogan.com



Social Media Capital – What’s Yours?
• What is that you want to achieve?
• What are you passionate about?
• What subjects are you going to lead?
• What value is it that you offer?
• What are going to be known for?
• What are you going to be liked for?
• What are you going to be followed for?



A New Way Of Thinking…

Open, Random, Supportive
Vs
Closed, Controlled, Selective



Social Networking
• It involves people
• Open Networking
– Allowing for random opportunities and connections
• Be known for something
• Be willing
• Be flexible
• Be real
• Stay consistent



Services you could use:
• Twitter • Flickr
• Slideshare • Google
• LinkedIn • RSS feeds
• YouTube • Podcasts
• A blog • Gravatar
• Scribd • FriendFeed
• Vimeo • Facebook
• Ustream
• Foursquare



Your Basic Goals

Share With
Create Content
Audience

Drive Traffic
Find Audience
& Sales

Engage with
Find Content
Audience



Mobile Phone
• …they are not just for talking on!
• Get a smart phone and stay
connected



Set Up Gravatar
• It is a tool for commenting on blogs and other sites
• Your picture and bio will be universally shared
• It makes your time more effective and efficient



Gravatar
http://gravatar.com



Google RSS Reader
• Set Up Google Account
• Wide range of excellent services
• Helps Google know you
• Google Reader is an RSS Reader
• Easy access to latest information
• Ability to share content with your network
• Look for RSS button on website
• Add site via Google Reader
• Organise in folders
• Shortcut to other content


Google Reader

http://google.com/reader



Adding & Managing Subscriptions
• Click Add Subscription
– Type in web address
– Google will look for feed
– Subscribe to feed
– Review suggestions
• Managing Feeds
– Click Feed Settings
– Add Folder
– Use broad titles



Subscribe Direct From Web Page
• You can look for the RSS image on any page
– Click and Add to Google Reader
• Even easier, Add Google Reader Bookmarklet
– Click Settings
– Google Reader
– Goodies
– Drag Subscribe
button to browser
– Click it to add page
your viewing



Sharing Content
• Set up your Twitter account and use Send To
• Open link and share via Bit.ly bookmark
(covered today)

• Delicious – creates a library of favourite content
• FriendFeed – will share to Twitter automatically
• Ping.FM – will share to many services
(not covered today)



Sharing from Google Reader
Click Settings

Click Send To



Twitter
• Does everyone know what Twitter is?
• Optimise your profile
– Picture
– Bio & Location
– Background
• Find people
– By name
– By location
– By keyword
• Search
– Tweets
– Bio


The Twitter Basics
• How to send
• Private messages
• RT (ReTweet)
• @mention
• Hashtag
• Location
• Reply



How To Read A Tweet
• Clicking on elements of a Tweet will expand it
– Profile
– Pictures
– Video
– Links



How to Send
• Sending a Tweet is as simple as typing a message
• A Tweet is public to the World
• Nothing or Anything could happen



Private Message
• Only a Direct Message is private
• You can only DM if they follow you Click Messages
– Click New Message and find name
– Start Tweet with D username



Replies & Messaging People
• If you start a message with Twitter Username this is between
you two and anyone that follows both of you
• It is less public but still searchable

Click Reply



@mentions
• Placing someone’s Twitter name in a Tweet will share that message with
them and your followers
• Use it to reference and share
• Good for engagement
• Reply to all your @mentions

Click Reply



RT (ReTweet)
• Share someone else’s Tweet with others
– Notifies them you shared it
• Shows you value and agree
• Automatic via Retweet
– Shares their tweet exactly as you received it
– Shared with your followers
• Manual (classic)
– RT @username at start of message
– Via @username at end of message
• Manual allows personalisation
– Better for engagement



RT (ReTweet)

You See

Retweet (Auto)
They See –
no adjustments

Classic (Manual)
They See –
personalised



Hashtags (#)
• Group Tweets around subjects
• #subject or #anyphraseyoulike
• You cant own them
• Easy to find and share
• Follow relevant others
• Spot key influencers
• Identify related Lists



Sending powerful Tweets
• You want your messages to get clicked on
• You want your messages to get noticed
• You want your messages to get reTweeted (RT)

Twitter Tips
• Include hyperlinks in your Tweets – shortened URL’s
• Use @twitter_name and # to promote your tweets
• Leave enough space for the RT @name
– 120 characters



Connecting with people
• Send 15-20 tweets first
• Add LinkedIn connections
– create a list first
• Add contacts via Gmail
– export Outlook contacts
• Email your contacts
• Search people’s bios
– http://tweepz.com/
• Look at who others follow
– via their page



Find people
• Search Twitter Content
– lets you find people based on the topics they’re talking about
– http://icerocket.com http://search.twitter.com
• Search #hashtags
– Presume keywords that people might use as #hashtags
– Follow #hashtags used by your network or by events
• Search by location & keyword
– http://tweepz.com http://geochirp.com
• LinkedIn profiles show Twitter names
• Search other peoples follower’s
– Look at who are the influential and active followers
– http://tweepi.com



URL shortening
• Shorten URL’s to
– Enable reporting
– Free up character space
– Clean up your messages
• Many services available
– http://bit.ly is recommended



Bit.ly
http://bit.ly



Enabling Bit.ly Across Social Networks

Click Settings



Shortening & Sharing From Browser
• Sidebar Bookmarklet button enables quick sharing
from web page
Click Bookmarklet

Click Tools



TweetDeck
• Social media messaging and search suite

• Use what you have learnt plus common sense
• Click to view, learn and take actions
• Set up profiles from Twitter, LinkedIn, Facebook,
FourSquare



Tweetdeck



Recommended TweetDeck Settings



Adding A Search Column



Following
• Click Tweeter’s name to view profile
• View bio and Tweets
• Follow
• Add to List



Additional Recommended Tools
• Bit.ly bookmarklet
– Share web pages quickly and easily on Twitter
• Drag on to your Chrome or Firefox browser
• http://j.mp/pages/tools
• Google Reader Bookmarklet
– Add web sites to your Google Reader
• http://j.mp/dKdsnd
– Share content you like (and save it for later) by sharing
• Visit Google Reader
• Click on Your stuff (located on the left hand side)
• Once the page loads, you should see the Note in Reader
• Drag the Note in Reader button onto your browser toolbar
• Delicious Browser Add On
– Add web pages you like to public bookmark service
• http://www.delicious.com/help/quicktour/firefox
• http://www.delicious.com/help/quicktour/chrome



Staying Efficient
• Synchronising your profiles
– FriendFeed optimisation
– Twitter app on LinkedIn
– Google Reader sharing
• Optimising your Outlook
– Using rules to manage the volume of messages
– Receive select RSS feeds into your RSS inbox
• Passwords
– Level 1, 2 & 3
• Daily schedule
– If you don’t make time you wont have time
– Use a calendar/schedule to help build habits



Why LinkedIn?
• Acquire new customers through online recommendations and word of mouth.
• Keep in touch with people who care most about your business.
• Find the right vendors to outsource services you’re not an expert on.
• Build your industry network—online and in person.
• Get answers to tough business questions with a little help from your real friends.
• Win new business by answering questions in your area of expertise.
• Raise funding
• Identify mentors
• Network with peers in your industry for repeat business referrals.
• Convince potential customers of your expertise by sharing unique blog content.
• Keep your friends close and your competition closer.

...with thanks to Guy Kawasaki

http://twitter.com/jonniejensen image from sissnitz

The rise of LinkedIn – why it works

2nd and 3rd level contacts put you in
reach of millions of business people + People like you like people like you



Getting Started
• http://linkedin.com
• Look at lots of peoples profiles
• Use your real name and email address
• Do not add contacts



Build a great profile Switch off profile whilst
building it

Get a great photo

Complete 100%

Add all jobs and
education

Use ‘other’ to create
descriptive links

Write a ‘movie trailer’ Create a vanity URL
about you


Use LinkedIn Applications

• Turn your profile into your professional social media
hub
• Connect your content to LinkedIn
• Promote your content to LinkedIn audience


Building your network
• Don’t add anyone until your profile is 100% complete
• Add your email contacts
• Add previous colleagues
• Put a link in your email sig, your business card, everywhere
• Ask for introductions
• Search for people
– Define what type of people you want to connect with
– Use the search filter to find them
– Look to see who they are connected with
– Look to see who’s else their visitors have visited
– Join groups and introduce yourself



Bulk Connect to your Contacts
• Bulk connect to people by clicking Add Connections
• Use your online accounts or upload a file
• You cant personalise the invite
• Create your own invite with link to your page



Personally invite people

• Use personalised
invites unless
you know the
person well
• Go to their
profile page and
click Add Name
To Network



Use LinkedIn Search
• Powerful tool for
prospecting targets
– Name
– Company
– Location
– Industry



Browse other people’s connections
• See who your
connections know
• The power is in your 2nd
and 3rd degree contacts



LinkedIn Recommendations = Trust
• Build trust through
recommendations by
others
• Validate your profile
• Promotes you on
their profile page



Give and you shall receive
• Give
recommendations to
your contacts
• The more you give the
more you get
• It’s a reciprocal thing
• Don’t lie – what’s the
point?!
• You get to choose the
recommendations you
show



Raise your profile
• Update your status
• Amending your profile notifies all your contacts
• Participate in LinkedIn answers
• Be influential in a group
• Start your own groups
• Start discussions
• Participate in other discussions
• Add value to key influencers
• Create links to your site and outposts


LinkedIn Answers builds your reputation
• Answer questions to raise your profile
• Subscribe to your industries Question RSS feed
• Have your answer chosen to become LinkedIn Expert
• Post a question if you want industry experts to engage with you



Making Groups work for you
• Search for groups that interest you
– Include your hobbies: all work and no play is very dull!
• Join groups and participate
• Find prospects – engage them
• Raise your profile – be an opinion leader
• Receive group messages immediately or daily digest
– Set up email rule to alert you of keywords
– Reply early and keep adding to the conversation
– Note who else is and see who they are connected with
• Set up your own group
– Make sure there is not a successful group already
– Become a figure head, steer the conversation and orchestrate the members



Tips for successful LinkedIn discussions
• Research blogs for what content is being commented on
• Start conversations in your communities
• Good for research
• Invite people to the conversation
• Generate conversation around your content
• Do not sell
• Keep conversation on LinkedIn
• Offer links to relevant content
• Be concise
• Be honest and genuine
• Give back to the community – share findings with
respondents


Take LinkedIn offline
• Make face to face contact

• Find events on LinkedIn

• Find events on Meetup.com

• Start your own event

• Become the community leader



Promoting your events on LinkedIn
• Post events on LinkedIn
• Gets promoted to groups and contacts
• Anyone that chooses to attend will automatically
promote it to all their contacts
• Find Questions in LinkedIn Answers that your event is
appropriate to and mention it in an answer
• Ask attendees to confirm their attendance in LinkedIn
event
– tell them they can meet other delegates in advance



Optimise your settings
• Public photo – visible to everyone
• Public profile – display full profile
• Status visibility – everyone
• Member feed visibility – everyone
• Contact settings – receiving Introductions and InMails
• Invitation filtering – receiving all invitations
• Private RSS feed – enable
• Group invitations – receiving
• Profile updates – yes, notify
• Connections browse – allow


Tracking LinkedIn results
• Tracking tools can be set up for LinkedIn
• You should monitor your performance manually
– Number of contacts (check profile)
– Number of invitations to connect (keep a count)
– Number of recommendations (check profile)
– Number of clicks on profile links (use bit.ly to report)
– Number of comments/replies to status updates (use Google
Reader to count)
– Comments in discussions I have participated in (manually
check)
– Comments in discussions I have started (manually check)



Goals To Build Habits
• As a base line you should carry out these tasks in your first month
• Twitter
– 5 tweets per day
– Follow 2 people per day
– 2 retweets per day
– 2 @mention or replies per day
– Follow at least 2 lists
– Create at least 2 lists
• LinkedIn
– Complete LinkedIn 100% profile
– Update status twice per day
– 1 recommendation per week
– Participate in 2 discussions per week
– Connect with two people per day



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