GothamWriters SocialMedia Intensive Overview

@GothamWriters #SocialMedia Intensive
Instructor: Mo Krochmal

“I realize there are a lot of reasons why people don’t spend the
time on social media even though they know they should.
There are also plenty of reasons why people don’t work out, quit
smoking or stop eating too much. You know, reasons like: I’m
too busy with more important stuff, I don’t know what to say, I
don’t understand the tools, I don’t see the value, and my
favorite excuse: social media is for kids.
In order to find the time for social media, you need to see why it’s
important, how it will change your life, how it will improve your
business.”
– Michael Brenner, VP, Marketing, SAP, author of B2B Marketing
Insider and contributor to Forbes.

“I think these things [social networks] are going to
have some legs, and yet there’s a faddishness, a
faddish nature about anything that basically
appeals to younger people.”
Steve Balmer, then CEO of Microsoft (Oct. 24, 2007)
Two weeks later, Microsoft invested $240M in Facebook

Social Media Starts with You
•The Digital You is born when
you create a social media profile.
•Community is born when you connect
your profile to others.
•Great social media is human.

An estimated 3.2 billion people are using social
media globally, or about 75 percent of all Internet
users...
Except my mom...
Unless you are a Kardashian … You will not be
able to connect to all of them.

The Big 9 of social
media are:
Facebook
YouTube
Soundcloud
Twitter
LinkedIn
 Instagram
 Pinterest
 Tumblr
 Snapchat

What you need to know:
You don’t need to be on all of them

“Linkedin is for the people you know.
Facebook is for the people you used to know.
Twitter is for people you want to know.”
– Unknown

Communications Purpose
To inform or gain information
To persuade
To inspire

Thought Leadership
Branding
Engagement
Learning

Risks
Managing social capital. Who do you accept as a
friend? Work colleagues? Nonwork friends?
Managing your content. What you share matters.
It’s forever in Library of Congress.
Managing progress. Lots of free tools to measure
as well as new contacts, new ideas.

“Failing to plan is planning to fail”
-- Alan Lakein, bestselling author,
How to Get Control of Your Time and Your Life

Social Media Success
 Plan a strategy
 How much time do you want to invest?
 What is your message?
 What actions do you want as a result?
 Establish and measure goals

Create Your Profile
E-mail address is important
Google

Start with a great photograph
Good Bad

“In January 2013, the number of Twitter users with
'social media' as part of their bio has grown to epic
proportions. The list now tops 181,000 – up from a
mere 16,000 when we first started tracking them
in 2009, according to FollowerWonk.”
-- Adweek

Headline
Bio

The great accomplishments of man have resulted
from the transmission of ideas and enthusiasm.
Thomas J. Watson, CEO, IBM

Content
 Relevant, useful, interesting
 Easy to understand, and share
 Friendly, conversational and engaging
 Action oriented
 Consider your goals and how the content will
align with them
 Photos and video are important

“What we ultimately want to do… is digitally
map the global economy. Our objective is to take
a step back and allow capital, all forms of
capital—intellectual capital, working capital, and
of course human capital– to flow to where it can
best be leveraged.”
– Jeff Weiner, LinkedIn CEO

Headline
Summary
Work history
Endorsements
Recommendations
Connections
Status updates
Your contact info

Headline
Summary
Work history
Endorsements
Recommendations
Connections
Status Updates
Your Contact info
Analytics
Personalize
Groups
Publisher
Follow
Search

LinkedIn for Organizations
 Company page
 Banner
 Content
 Update
 Keep the page active

Profiles

Instagram

“Images have the ability to connect people from all
backgrounds, languages and cultures. They
connect us to aid workers halfway across the
world in Sudan, to entrepreneurs in San Francisco
and even to events in our own backyards.”
– Kevin Systrom, co-founder

 Profile
 Technical
 Connect
 Photos/Videos
 Captions
 Filters
 Hashtags
 Interact

Most Instagrammed city
Most liked color
Top Brand
New York
Blue
Victoria's Secret

 300 million selfies posted though Sept. 30; New
York is No. 2.
 A 38 percent increase in likes for Instagrams
with faces in them.

YouTube

“Before you start, you have to have a vision [or]
you're just going to burn out. Ask yourself why
you want to start your YouTube channel. You
see these hate comments, and you get so much
despair from it. Why you are doing it is going to
help drive you to continue.”
-- Michelle Phan, YouTube Makeup Expert

 Have a plan
 Management challenge
 Content distribution, rights
 Title
 Categories
 Description
 Contact information
 Links
 Unique

Popular Channels – VSauce
Vsauce is a YouTube
channel brand created by
internet personality
Michael Stevens. The
channels feature videos
relating to various
scientific, psychological,
mathematical, and
philosophical topics, as
well as gaming,
technology, culture, and
other topics of general
interest.

Popular Channels Vlog Brothers
Vlogbrothers (sometimes
stylized as VlogBrothers or
vlogbrothers) is a Video blog
channel on YouTube. The
Internet-based show is
created and hosted by the
Green brothers: John Green
and Hank Green.

Tumblr

“You used to have to appeal to a mass market to get a
label to give you a chance, to get a film deal, to get a
book deal. Now you can kind of just go for it. And even if
you don't demand an audience of tens of millions of
people, you can go out and do it and reach your
audience of like 100 people, 1,000 people or 200,000
people.”
– David Karp, CEO, Tumblr

 Themes
 Dashboard (7 icons)
 Limitations (10 photos, 5 minutes of video)
 Advantages
 Tags

GothamWriters SocialMedia Intensive Overview

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GothamWriters SocialMedia Intensive Overview