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How to Do Social Media by Dougal Perman (Inner Ear)
- 1. Socially Adept or Socially Inept? How to Do, Use and Learn from Social Media for business Part 2: How to do Social Media by Dougal Perman (Inner Ear) A Social Media Week Glasgow event by Interactive Scotland and Creative Clyde
- 2. Inner Ear • Creative content communications ‣ Digital media production (create content) ‣ Social media engagement (communicate content) ‣ Training and consultancy
- 3. Inner Ear • Produce audio, video, text (blog) and image content • Setup, manage and advise on publication and distribution of blogs, podcasts, videos and live streams • Seed content through social media • Consult on campaign planning, strategy, operations and tactics
- 4. Inner Ear • Extensive content management experience ‣ Radio Magnetic (www.radiomagnetic.com) ‣ Began online broadcast in March 2001 ‣ UK’s longest running independent internet radio station ‣ Credibility with music and media ‣ “Shop window” proof of concept
- 5. Social Media • Social media is about talking to people ‣ Social media is like being at a party or business networking event ‣ Ask Questions ‣ Provide useful advice ‣ Introduce yourself to people you can collaborate with ‣ Not about the hard sell ‣ Content is a good conversation starter
- 6. Find Your Audience • Niche specialist interest... ‣ KILTR.com ‣ 38minutes.co.uk ‣ Thisiscentralstation.com • And look for the right people in big networks ‣ search.twitter.com ‣ Facebook Search ‣ LinkedIn Search
- 11. Join in Conversation • Find your audience, then engage ‣ Using a similar #hashtag ‣ Look for questions that you can answer ‣ Find prospects ‣ Establish yourself as a voice of authority ‣ Sell tickets or products
- 12. Define your customer avatar • Do you have a specific person in mind? ‣ Think about who your audience is ‣ What kind of language, or voice should you adopt? ‣ What kind of content is most popular?
- 13. Assemble your assets Question: what assets do you have to promote yourself with? Audio Video Text Image
- 14. Assemble your assets • Text ‣ Blogs, newsletters, press releases, brochures • Video ‣ Reportage, interviews, live streams • Audio ‣ Podcasts, live recordings, AudioBoo soundbites • Images ‣ Flyers, photos, programmes
- 15. Choose your channels • Setup a profile in each channel you want to use • Ensure your brand is represented in each channel • Use social networking functions in platforms • Connect your channels
- 16. Define your objectives Objectives can start out as dreams... ... that become visions and turn into goals from which you can set targets
- 17. Choose your channels Twitter Facebook LinkedIn YouTube Mixcloud Flickr Slideshare Livestream Issuu
- 18. Choose your channels Question: which channels are right for you? And why?
- 19. Schedule your updates Once you have assembled your assets... ... and chosen your channels... you can schedule your updates to be published over the duration of the campaign
- 20. Activate and engage Social media is not about technology... it’s about real people having real conversations treat people like you would in the real world and interact with them in a human manner
- 21. Activate and engage • Monitor and listen: ‣ Before, during and after • Seed your content ‣ Upload it to platforms ‣ Position it on networks • Engage your audience ‣ Involve them throughout the campaign
- 22. Blogging Platforms • Wordpress ‣ http://innerear.co.uk • Posterous • http://innerear.posterous.com • Tumblr • http://innerearuk.tumblr.com
- 26. Schedule Posts • Schedule updates ‣ Blog, tweets, content, video, audio • Remember to check for reactions ‣ Set aside time to check for comments and questions • Be human ‣ Use automation to help save time but don’t forget why you’re using social media
- 27. Measure and evaluate • Measure against initial targets ‣ If the campaign is ongoing, adjust accordingly • Benchmark yourself against peers ‣ How are you competitors doing? • Evaluate, adapt and evolve ‣ How can you do better next time?
- 28. Stimulate conversation • Use content to get people talking about your project • Encourage conversation about issues and events ‣ Be provocative but be responsive too ‣ Be a thought leader on industry/sector topics • Observe conversations in social networks ‣ Emulate good ideas to get people talking
- 29. Content Curation • Content creation is time consuming • Find existing audio and video clips • Three core elements of social media are: ‣ Embeddable media ‣ Use of tags ‣ RSS
- 32. Measure and evaluate • Quantitative analysis includes number of: ‣ Twitter followers, mentions and retweets ‣ Facebook likes and fans ‣ Blog comments ‣ Website visitors ‣ Media plays
- 33. Measure and evaluate Social Mention Klout TweetReach Facebook Insights Quantcast Google Analytics
- 35. Reference and resources • http://www.delicious.com/innerear • http://www.slideshare.net/innerear • http://www.issuu.com/innerear • http://www.vimeo.com/innereartv • http://www.facebook.com/innerearuk • LinkedIn: Creative Content Communications • Twitter: @innerearuk
- 36. Contact • Inner Ear Ltd. • 16 Argyle Court, 1103 Argyle Street, G3 8ND • 0141 226 8808 • www.innerear.co.uk ‣ dougal@innerear.co.uk ‣ andy@innerear.co.uk ‣ anny@innerear.co.uk
- 37. Socially Adept or Socially Inept? How to Do, Use and Learn from Social Media for business To find out more about why the Creative Clyde business hub is a natural home for media, technology and creatively-minded businesses, visit www.creativeclyde.com. To watch a summary video from the event, listen to audio recordings, view more slidecasts, and find out how Interactive Scotland can help your digital media business, visit: www.interactivescotland.com. Audio, video and slidecast production by Creative Clyde and Interactive Scotland by creative content communications company Inner Ear: www.innerear.co.uk