Baku Social Media Seminar - Day 2
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Baku social media seminar – day 2 June 27, 2012
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Transcript of Baku Social Media Seminar - Day 2
Baku social media seminar – day 2
June 27, 2012
Agenda for today: 11.30 – 12.30 10 social media cases
12.30 – 13.15 Present your cases
13.15 – 14 Lunch
14 – 15 Tools for tracking and monitoring
15 – 15.15 Coffee break
15.15 – 16.15 Play with tools
16.15 – 17 Talk about experiences with tools
17 - Evaluation and Podio
1
Becoming part of the conversation with a blog
How does blogging work?
• It gives you a voice in the social media • Strong point of view (makes people come
back) • Participate in the conversation on other
blogs, twitter and forums • Share your blog in the conversation on your
subject • Make it easy to share your content • Update often (Search engines like this) • Tell interesting stories and use video and
pictures
2
Why is UNHCR a succes?
• Because they have become the hub of the conversation about refugees
• They post interesting content from UNHCR
• AND they are a distribution point for other interesting content in relation to refugees
• If you work with refugees you HAVE to follow UNHCR
How does Twitter work?
• It is a distribution channel for your messages and content
• You must offer something interesting to be followed
• It is an inspiration channel where you can listen in
• It is a network channel were you can meet people
• It is a conversation platform where you can become part of the conversation on your subject
3
Cancerforum.dk – becoming a hub for the conversation
The facts
• Online community for cancer patients and relatives
• Hosted by the Danish Cancer Association
• Works as a closed off Facebook for cancer patients
• Offers: – Personal profiles – Discussion groups – Find other members with similar diagnoses
Only professionals create products
Non-professionals create products
Physical economy
Digital Economy
Caring, support and non-professional advice
When should you build you own platform?
• When users are unwilling to use open platforms
• When there are legal limitiations on an open forum
• When there is no one else or if the existing solution is mediocre
• When you can see a potential for creating a conversation: – High involvement subject – Potentially dedicated users – Users are digitally capable
• When you are ready to commit the ressources and time
4
http://www.youtube.com/watch?v=Y4MnpzG5Sqc
Why does it work?
• NOT just because of the video • They build a movement and THEN they
launched the video • It took seven years before the video
broke through • They tell a simple story (some would
say too simple) • They make it easy to get involved • They make it easy to share content
(online and offline)
5
Why did it work?
• Involved their fans from the beginning • Completely transparent about everything – everything
was shared • Used many different social media channels
– Website – Blog – Twitter – Facebook – Specialized movie networks
• Unique (crazy) story • Unshamefully asked their fans for help • Involved fans with crowd funding and user creation of
content
6
Facebook success – Light in Africa
Why does it work?
• Electricity is low involvement, but helping other people is not (at least for some)
• Some people like to show their friends that they care about the world
• It is easy to act: Just add 25 friends • You make a difference when you add
friends • When people become involved they
automatically communicate the project
7
Social media as collaboration tools
Why does it work?
• Social media create a closer connection between students
• Blogs, skype, Facebook are cheap
• It is easy to get started
• The participants are familiar with the tools
8
Only professionals create products
Non-professionals create products
Physical economy
Digital Economy
On the ground news from places in the world that are
often ignored in mainstream media
Why does it work?
• It gives content creators a platform
• It acknowledges non-professionals as equals to the professionals
• There was no one else doing it
• They have become a hub (a go to point) for alternative knowledge about the world
• It has become anchored in the physical world with conferences and events
9
Danish Church Aid – creating a new involving product
Why does it work?
• It creates a new product which is involving
• It uses the language of the social medium (gift giving)
• The product advertises itself – when people buy the product, they advertise the product
• It makes it easy to get involved • It gives people a way to build their
identity (as caring givers)
10
Danish Church Aid – Creating a transparent organization
13-11-2012 40
People interested in the
subjects of DCA
DCA website
Interest in subject
•Africa •Asia
•Tsunami •Etc
Asia project
Facebook Youtube
Blog
Africa project
Blog
Youtube
Tsunami project
Blog
Youtube
13-11-2012 41
Centrally created content
Decentrally created content
Decentrally created content
Centrally created content
Why does it work?
• The people working in the field are young and used to social media updating
• It creates a more genuine image of the organization
• People identify with real people – not with messages
• It creates more content • Ultimately it creates a link between the
money you have donated and the activities in the field.
Coffee break
Group work
• Find cases from your specific line of work. Competitors, partners, others.
• What are the good cases, what are the bad cases?
• Why does it work? Why doesn’t it work?
• Prepare a quick presentation for all of us explaining the above
Google Translate:
• Iş üçün xüsusi xəttindən hallarda tapın. Rəqiblər, tərəfdaşlar, s.
• Yaxşı işlər hansılardır, pis hallar hansılardır?
• Nə istəyir? Niyə işləmir?
• Yuxarıda izah hamımız üçün tez təqdimat hazırlamaq
Group discussion
Lunch break
Listening to the social media
The challenge!
Why should you listen?
• To get smarter (gain knowledge)
• Be on the forefront on your topic
• To know what people are saying about you or your organization
• To gauge sentiments (quantitative or qualitative)
• To be able to reply when people talk about you or something relevant
• To get to know people (networking)
The tools
1 Twitter
The whole world at your finger tips
A listening strategy for Twitter
• Start a personal or organization profile • On Twitter people are your access to
knowledge and networks • Find people that are interesting and follow
them. If you don’t know people, search for relevant subjects and see who is talking
• Start Tweeting to attract more people (people tend to find you if you write about the right things)
• Create lists for different topics • Search for keywords (#) and save them for
later.
2 Technorati
All the blogs in the world
How to use Technorati
• Technorati is a blog search engine
• Use it to find relevant blogs within your area
• Search for relevant keywords and locate blogs
• Select interesting blogs
• Save them for later (using one of the following tools)
3 Netvibes
Keep track of your blog feeds
How to use Netvibes
• Netvibes is an RSS reader
• RSS is ”Really Simple Syndication”
• Find interesting blogs (or other RSS feeds)
• Add them to Netvibes
• Organize Netvibes in meaningful categories
Alternatives
http://web.appstorm.net/roundups/top-10-web-based-rss-readers/
4 Google Alerts
Be alert when something happens
How to use Google Alerts
• Very simple!
• Set up searches
• Wait for emails
5 Socialmention
Know when people are talking about you
How to use Socialmention
• It is free
• Very simple!
• Search for your key word or phrase
• Refine searches
• See sentiments and top keywords
• Limits: – You cannot save a personal profile
– It does not search in everything
Alternatives
Trackur.com – not free but fairly cheap
Radian6.com– Market leader and VERY expensive
Ubervu.com – Also a big player and pretty expensive
6 Hootsuite
The social media war room
How to use Hootsuite
• Keep track of all of your social network profiles and pages
• Post to all of your social network profiles and pages
• Schedule posts to social networks • Manage several employees • Get statistics of your acitivities in social
networks • Freemium model: You get a lot for free,
but have to pay when you get bigger
Alternatives
Free – mostly focused on Twitter, but also includes Facebook
www.tweetdeck.com
7 Google analytics
Track your own websites and blogs
How to use Google Analytics
• Use it to track everything you build yourself: – Websites – Blogs – Mobile pages
• It is free AND also one of the best tracking tools in the world
• You need to add a piece of code to your website (a little technical, but not very!)
• It can basically track everything, but most importantly: – The amount of your traffic – The sources of your traffic – Search words coming to your site – Countries of your traffic
8 Klout
Meassure your influence in one number
How to use Klout
• Create profile and link it with all of your social networks
• Twitter is most important • See your own status and compare with
others in your network • Use it to improve yourself and pace
your social media activities • Use it to find other influencers and
expand your network • Find interesting content
Group work
• Try out the tools that you find relevant for your work
• Create profiles set up searches etc.
Group discussion
• Tell the entire group about your experiences
• What was good
• What was easy
• What was difficult
• What would you recommend to others
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