BUILA Conference 2012 at the University of Glamorgan

1. Harnessing Digital Tools
for a Global Audience
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2. @livefreerange

3. 156 million
Facebook users
in the US
- up 6% in the
last 3 months*
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4. 51 million users
in Brasil (up
16%)
50 million users
in India (up
9%)*
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5. Vietnam has had
the biggest growth
in Facebook users
with a 55% inc
(now 5.5 million
users)*
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6. User Perspective
• Facebook algorithms dictate the
Newsfeed
• Interaction happens within the
Newsfeed
• Limited tolerance for “Page Noise”
• Text vs picture, video & poll
• Influence of the Ticker
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10. Plan with a goal in mind
• Use facebook Insights to inform future
posts
• Use Google Insights for search terms
• Is “Places” a tool you can use?
• Photo & Video tagging
• Optimum time for posting (to your
audience)
• Questions & prompts
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13. Lead the conversation
• Keep an eye on trending topics and if they
are relevant to you, get involved
• Use a popular # strategically to get more
clicks on links
• Don’t be a broadcaster, be a
conversationalist
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16. visibletweets.com
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19. Pinterest is No 3
in the US social
media chart with
104 million users
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24. Mobile now accounts
for 10% of internet
usage worldwide
Mobile will overtake
fixed line in India
before the end of
2012*
* http://thenextweb.com/mobile/2012/ @livefreerange

25. @livefreerange

26. Key points on sharing
• Stick to key values of content marketing –
make sure anything you want shared has
inherent value to the user
• Mention video when courting PR and media
attention
• Ensure there are links from your clip to
appropriate pages on your website
• Remember YouTube is now owned by
Google so clips give you more opportunities
to appear in search!
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27. Now localised in 43
countries & across 60
languages
More than 10% of
global traffic comes
from mobile sites
500 years of YouTube video
watched every day on Facebook
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28. @livefreerange

29. Community engagement
• Think about using “How to”to engage with
current students as well as new
audiences?
• Could your content work as a series?
• Are there opportunities to get your
community involved?
• Spend time and effort engaging with
relevant bloggers, encourage them to
embed your content
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30. Remember:
Engaging with bloggers is about you
providing content that’s interesting and
beneficial to THEIR audience. Don’t try to
sell them on your business, spend time
learning about their audience and (provided
the audience is relevant to you) build
content they will enjoy.
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31. Don’t forget audio!
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32. @livefreerange

33. So…where do you start?
1. Organisational Goals
2. Decide which metrics are important to
you and how you’re going to measure
them
3. Find people within your organisation who
LOVE social media
4. Use your current student body to
research what will work
5. Experiment but don’t forget to measure!
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34. • Social Media platforms are great places
for engagement as well as support –
just make sure you’re there for the right
reasons
• Social Media may be free but to do it
well is time consuming – use a
dashboard like HootSuite or BufferApp
to make your life easier
• Don’t forget about SEO – sharing
drives traffic to your website so make
your content is easy to share
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35. Evaluation
Website Metric Stat • Measure stats collected
GAnalytics Twitter Visits 104 against campaign goals
GAnalytics FB Visits 78 • Assess regularly and
GAnalytics LinkedIn Visits 47 tweak to maximise impact
Bitly.com Link clicks 20,000 • Look at comments for
BufferApp Retweets 1,000 feedback
TweetReach Exposure of
tweet
342 • Storify key elements of
Blog Stats G+ shares
your journey to remind
Blog Stats StumbleUpon
you of successes and
shares potential improvements
YouTube Views
YouTube Likes
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40. Troubleshooting
(when it all goes terribly wrong…)
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41. 3 choices!
•Reply
•Delete
•Ignore
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43. Social Media Guidelines
• Encourage staff to engage and talk about
your brand on twitter
• Be clear about your company caveats
• Keep your community rules simple &
share them with everyone
• Request that employees using their own
accountsupdate their bio if they’re
planning to talk about your brand
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44. Remember: Your social media
policy / code of
conduct, should not differ
wildly from the normal
standards of behaviour and
data management you would
expect from an employee.
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45. Most importantly
• Don’t jump on every new (or old) platform,
especially if you have limited time and
resources
• Don’t write off new platforms, play around
with them and assess how you might use
them
• Be open minded, sometimes it’s
ouraudiencewhotell us how we should be
communicating
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46. Useful resources
• Mashable.com
• TheNextWeb.com
• Technorati.com
• Reddit.com
• SocialMediaToday.com
• FastCompany.com
• BitRebels.com
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47. Contact: Jennifer Begg
Email: jennifer@livefreerange.com
Twitter: @livefreerange
Website: www.livefreerange.com
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