The Social Media Sessions, Winter 2012

The Social Media Sessions
A Speed of Light Tour of Social Media’s Trickiest Tools
November 14, 2012 ~ Pemberton & District Public Library, With Lisa Richardson
Infographic: Http://www.fastcompany.com/3000050/rules-social-media

Wednesday, November 14, 2012

Social Media Sessions

✤ Integrated Social Media : Top 6
Tools (November 14)

✤ Twitter (November 28)

✤ Blogging (December 12)


Integrated Social Media

✤ Overview ✤ Don’t forget the rest:
✤ How Can Social Media Help ✤ Traditional marketing/outreach
You tools: email, direct mail, posters,
brochures, print ads, advertorials,
Earned Media, press releases, video,
✤ What’s the right tool? Top website, calendar, memberships and
clubs, networking events, speaking
Picks: gigs, sandwich boards, roundabout,
public noticeboards
✤ Facebook
✤ Testimonials: yelp, tripadvisor etc,
About.me, Pitchengine
✤ LinkedIn

✤ Instagram
✤ Let’s Get Deeper:
✤ Blogs
✤ Pinterest
✤ Twitter (+ Hootsuite)
✤ Tumblr


What is Social Media?

in the hands
of the people

SOCIAL

MEDIA

methods of
communication


What is Social Media?

✤ A publishing revolution - free, accessible, democratic, grassroots

✤ DIY marketing - a chance for individuals, artists, community groups,
not-for-proﬁts to reach their own audience

✤ Pull, not push, marketing - giving power and a voice back to
audiences and consumers and citizens


The Spectrum

✤ What’s your current skill-
set/comfort level with
Social Media:
Nincompoop to Ninja

✤ What’s your interest in
Social Media: Social to
Strategic

✤ How many people do you
imagine connecting with?
Niche to Mainstream,
Personal to Public


What Can you build with
Social Media?
✤ Buzz - increasingly the mainstream media looks to social for trends

✤ Inﬂuence - the old gatekeepers of power are no longer

✤ Sense of community, a virtual gathering place / commons

✤ Networks, Friendship in your niches/interests, that transcend
geography

✤ A body of work - publish yourself

✤ Awareness/News

✤ A feedback loop


The Rules

✤ There are no rules.
(There are some best practices,
guidelines and good ideas,
though.


The Guidelines

✤ There is no CTRL-Z. You can’t undo what you have
published, even if you wrote it at 3am in your underwear
after drinking a bottle of wine. (Especially then.)

✤ Play to your strengths. Choose your channel wisely, so
you do what you can do well and what you can sustain.

✤ Be smart and strategic, not scattered. Identify your goal,
what you want to achieve and who you want to reach.

✤ Experiment. Have fun. SoMe is an invitation to get
creative.


Think INTEGRATION
✤ Integrate SoMe into your strategy.

✤ What are you trying to achieve? Who is your audience?

✤ Embed SoMe into your “brand DNA”

✤ What do you stand for? 3 key words. Values.

✤ Integrate into your routine and daily schedule. How much time do
you have to allocate to this? (Be disciplined. Be warned. It can be a
huge time sink.)

✤ Integrate various channels. (What are the various ways you spread
the word, and how can you make them support each other?)

Facebook
✤ the dominant global social networking site (800
million active users)

✤ good for individuals, artists, small business,
organisations, clubs, government

✤ Best In District: Lil’wat Nation page,
Pemberton group, Pemberton Multicultural Text
Week

✤ ++ most widespread use ie biggest reach, share
status updates, events

✤ -- privacy, a publicly listed company looking to
monetize esp through brand and organisation
Pages and use of EdgeRank (The Onion: http://
www.youtube.com/watch?v=cqggW08BWO0)

✤ Recommendations:

✤ Everyone should have a facebook page, because it’s probably one of
the best sources of information, but manage your privacy settings
or consider using a ‘pseudonym’.

✤ As a business, to overcome the Pages restrictions, enlist the help of
key champions or individuals to help “share” your posts.


LinkedIn
✤ a professional networking site (175 mill
members)

✤ good for professionals, contractors,
entrepreneurs, small business

✤ Examples: Roy McClean (highly
recommended) vs LR (bio) vs Mo Douglas
(network)

✤ ++ your online resume, grow your network,
organises contacts for you, includes
endorsements, testimonials, messages, link to
your blog or twitter, groups

✤ -- best for peer to peer networking, vs B2C/
consumer-focussed

✤ Don’t leave it until you’re job-hunting to build up a LinkedIn
proﬁle and network.

✤ Get a great headshot.

✤ If your social networking is purely for professional purposes, use
LinkedIn, instead of facebook.


Pinterest
✤ an online pinboard to organise and share the
things you love (83% users are women, almost 25
million unique monthly visitors)

✤ good for “visual” groups/brands - artists,
designers, realtors, decorators, fashion, retail,
recipe-sharing, crafty types (eg Pemberton
Library, Slow Food Cycle, Tourism Pemberton,
Pemberton Arts Council)

✤ Examples: Pique, Choose Pemberton (board),
Pemberton Distillery, Lisa Ankeny

✤ ++ personalised, thematic boards, visual,
moodboards, inspiration, styling - anyone who
has good photo assets, can tag/share

✤ -- copyright issues, feed shopping/envy
addiction, privacy/voyeurism, not much depth
to content

✤ Understand the time-sink risk! Does it match your target market?

✤ Can you communicate purely visually? Library: post new books to
the collection, Slow Food Cycle: post images from event, from
farms, recipes, bike culture


Instagram
✤ a free photo-sharing app that has
become its own social network (and was
bought by facebook for $1 billion in
April)

✤ good for photographers, athletes,
politicians, musicians, PR people,
travel/tour companies, personal

✤ Examples: Mark Abma, Tourism
Whistler’s #WhistlerUnﬁltered
campaign, Chris_Ankeny

✤ ++ mobile-based (take photo with
iPhone), beautiful ﬁlters, shares out via
twitter or facebook (or tumblr or
foursquare), instant/easy broadcasting
of beautiful images, trending

✤ -- won’t single-handedly build brand
traction, will make you even more
dependent on your iPhone

✤ If your iPhone is your 3rd appendage, this could be
the easiest “channel” for you

✤ Integrate with another platform. Be sure you can
sustain the appropriate volume to sustain account.


Tumblr
✤ a microblogging (and social networking) site
that allows you to publish/share content, and
follow other people’s feeds (over 77 million
blogs)

✤ good for photographers, athletes, seekers and
sharers of creative inspiration, students,

✤ Examples: Lil’wat Nation, Dan Barham (http://
tumblr.danbarham.com/)

✤ ++ a blogging platform, range of free templates
(or you can buy designed ones), the ideal online
scrapbook, equally good for video, photo, audio
and text ﬁles

✤ --


Blogs
✤ online journal meets dynamic website
✤ good for anyone who:
✤ wants to be ‘ﬁndable’ by Google SEO,
✤ has content to share and/or something to say,
✤ wants to be on the radar of their community
✤ Examples: The Wellness Almanac, Choose Pemberton, Mt Currie Coffee Co,
Icecap Organics, Rootdown Organics, Gary and Zoe Martin, Paul Cumin
✤ ++ can be completely personalised/custom
✤ -- is a “content” heavy platform - requires content-creation heavy lifting/
dedication and some strategy


Twitter
✤ a “microblog” - blog/content/updates in 140 characters or
less

✤ good for conversations, sourcing and sharing inspiration and
news

✤ Examples: Winds4Change, Roy McClean, Custom Fit Online,
Tourism Pemberton, mtCurrieCoffee

✤ ++ can be integrated into a blog, serves as a great newsfeed,
very timely, use lists to segment information/feeds, can
integrate with facebook and publish out your facebook
updates, can share photos/links/articles/video

✤ -- is a “content” heavy platform - requires content-creation
heavy lifting/dedication and some strategy


Recap: Why bother?

✤ It’s fun.

✤ It’s creative, inspiring, stimulating, engaging.

✤ It’s the most current and accessible tool to enable you to stay engaged
and up-to-date.

✤ It can help you achieve your personal, professional or business goals.


Coming Up: Blogging + Twitter
✤ If you’re planning on coming to the next 2 sessions, let me know
some of the questions you’d like to cover?

✤ How to Write a Kick Ass Blog Post

✤ How to Set Up a Blog Account

✤ Do I need a Content Calendar or can I just wing it? (How Often Do
I need to post)

✤ Who to follow on twitter?

✤ http://www.momthisishowtwitterworks.com/


Questions?

✤ Review the presentation at http://lisarichardsonbylines.com/the-
presentation-room/

✤ Email lisarichardson@telus.net, or tweet questions to @pembygrl
with #SoMeSessions

✤ Dangerous ideas: Tweet-Up. 30 Day Blogger Challenge. Guest
Bloggers invited at Winds of Change Wellness Almanac.


The Social Media Sessions, Winter 2012

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