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Top 60 CEOs on social media There has been a significant increase in the number of Fortune 500 CEOs joining LinkedIn Influencers program.
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Pro
files
LinkedInA
udie
nce LinkedIn
Connections
Twitter Followers
Con
tent Writing core
content
Topics
Scanning conversations
Finding pockets of influence on these topics and following/connecting with them on LinkedIn and Twitter
Cha
nnel
s Leverage a multiple channel approach
How to amplify your brand
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The University’s brand is your brand
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Past colleagues
FriendsBusiness Contacts
Alumni
You’re leveraging your LinkedIn network
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And managing a plethora of online properties
University website
University Blog
Twitter Google +
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With so much at play what is the formula for success?
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It starts with your personal brand
Build your profile
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Put your brand front and centreMake yourself more easily found on LinkedIn search with a crisp, punchy
headline describing what you do and where you work
Research what your keywords are online
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Tell your brand story
Showcase the University and your career, highlighting personaland UoN accomplishmentsor merits in the Summary andExperience sections. You can use youtube videos, images, slides.TedX presentation? Staff image? Research reputation campaign image? Conference presentation?
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Next up: your company brandEstablish the University’s
Company Page
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The University has invested in the Careers tab on LinkedIn and promotes the research reputation campaign and media content.The careers tab will be updated with the University’s new EVP soon
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Connect your ColleaguesIncrease the University’s pages’ visibility on LinkedIn by
encouraging fellow employees to add their current position
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Now you have a foundationTime to build a following
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First leverage your existing outlets Tap into your brand networks
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Connect your online propertiesGive your brand more opportunities to be found by the right people – Link the University LinkedIn page to the website and other social media platforms
“Any time we have other forms of communicationin other online properties we really need to look to seehow we’re linking to LinkedIn”- Mike Cox, Senior Strategic Planner, Modea
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Find and JoinLinkedIn Groups
“Do a search and find the groupsthat are talking about the thingsthat matter to you and the University. Join those groups andcontribute.”
– Gary Schirr, Social Media Professor
Type your topics into this search bar on LinkedIn
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Group Discussions
Key topics for Jon Borwein
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Contribute inLinkedIn Groups
Engage with active members intarget Groups to gain thoughtleadership and build areputation for your personaland University’s brand
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Be seen as somebody who’s a member andwho cares and provides good advice – the
benefits will accrue.
– Gary Schirr, Social Media Professor, Radford University
“The primary benefit of us being on LinkedInis to show thought leadership and to provide
value to people in the space. – Alex Shamy, Head of Growth Marketing, Heyo
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Influencers Choose which influencers you would like to follow; comment on
their content, like or share
Click on Interests under the top search barClick on Influencers Click on All ChannelsFind Higher Education
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Influencer ChannelsChoose which influencers you would like to follow (based on
your topics and agenda); comment on their content, like or share
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Now that you’re posting astream of quality content,
promote through the network
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Leverage your ColleaguesPrompt coworkers to share updates through their personalnetworks, and drive increased exposure and engagement
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Core Content
• Establish a rough idea of the topics on your radar that you would like to engage others with on social media
• Regularly scan the online environment (Twitter, Google, LinkedIn) for conversations you can join and be part of the information flow in social media.
• Discover what your brand’s perspective is on these topics
• Establish thought leadership on topics associated with your area of expertise
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LinkedIn Influencer
• LinkedIn measures your social media engagement when evaluating your potential ‘influencer status’. They look at your: – LinkedIn presence– Blog activity– Followers from this blog and other forms of
social media e.g. twitter
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Connect traffic to your LinkedIn profile from the research campaign
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Research Campaign
Research StarsDigital PR Integration
Social MediaFB, TW and LI Core Content
• Research profiles• The Conversation posts• UON Newsroom• UON Blog• Publications and papers
FB, TW, LinkedIn• UON Channels• Personal Channels
Paid Advertising
SEO
Altmetrics up More visibilityMore traffic
More research grantsStrong UON brand
Traffic
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LinkedIn Connections
• Do they live in my community?• Do we belong to the same
group(s)?• Are they connected to
someone I know?• Do we or have we worked in
the same industry?• Do we share common hobbies,
interests or causes?• Have they read or spread my
content?• Have they included a personal
note with the invitation?
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Building an audienceThe technical
know how
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Tweet Tips
• Always use a URL shortener
• 140 characters but ideally under 100 so people can retweet
• # are used to affiliate a tweet with a topic. Use # to try and promote a viral following for a specific topic
• Engage followers and influencers by including @mention in your tweets that resonate with the influencer. Tweet + link + @mention + #topic
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LinkedIn and Twitter share icons
LinkedIn and Twitter share icons
Sharing content from the source• Look for these icons circled • Make sure you are logged in to Twitter
and LinkedIn on the device you are using (PC or Mobile)
• The bird icon is Twitter• The ‘IN’ icon is LinkedIn
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When you click on the LinkedIn icon there is always an option to share to Twitter too.
You can post to groups or individuals on LinkedInTwitter has no targeting options you can only send to ALL followers
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LinkedIn and Twitter share icons
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Websites with no sharing icon (?)
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First: Shorten the URL (login)
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Second: visit your Twitter accountThird: click on the composition icon Forth: paste the URL from Google Shortener: ‘Comment + URL + #topic’ (no tag chosen here)Fifth: click Tweet
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RetweetingWhen you follow a content source, their content will appear in your newsfeed. When you retweet you are passing this content onto your followers
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• It is good to have a mix of tweets, replies and retweets (4-1-1 rule helps you do this)– See example interactions and mentions in the
twitter.com/Uni_Newcastle
• Create a contest which asks followers to contribute– Popular Twitter chat examples - Blogging @MackCollier Sundays
9pm #blogchat and Trending business topics @samfiorella Wednesday 8pm
• Learn who your influencers are and engage with them (retweet or share their content). Reach out to top sharers and perhaps be their guest blogger. The more you engage with your top influencers, the more they will continue to promote your content.
Tweet Tips
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Messaging
• Make sure you are contributing to conversations?
• Build relationships, reciprocate
• Engage and be engaged
• Be part of the flow of information
• Don’t be repetitive
• Know what your influencers are tweeting about and respond accordingly
• Create VALUE, retweet material to be helpful to your network, but write your own material too
• Tweets can be a mixture of educational and entertaining and soft/hard promotion
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Following Tips• Import your contact databases • Follow people your competitors are following• Follow those your followers are following• Search for experts in the field tweeting • Establish a set of subjects you might be tweeting about and key terms
used online – Scan Twitter or Google to find out the key terms being used use these as
#topics
• Spend some time trying out different searches and # that are relevant. When you find the people contributing most to the conversation, follow them.
• Find people talking about the Uni, industry or subjects you are interested in
• Try and follow back those following you • Read the tweets of those following you and search for keywords relevant
to you
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Followers
• Becoming someone’s follower accomplishes four goals:
– You are identifying accounts that will be relevant and interesting to you, the Uni and the sector
– You let people know you are on Twitter, and encourage them to follow you back
– You associate yourself with a specific group of industry experts and thought leaders, demonstrate your interest in the space
– You are getting to know influencers and they are getting to know you
• Easier than starting a conversation at a cocktail party but remember the relationship can be paper thin.
– Don’t clutter your newsfeed if you don’t like someone’s content unfollow them
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Following on Twitter
Who do you want to start following? Create a list
• Researchers • Opinion leaders on topics related to your keywords• LinkedIn influencers • People in LinkedIn discussion groups• Media, journalists (domestic and international)• Business leaders Rupert Murdoch, Bill Gates• Ministers• University Networks – here and overseas• Associations