What is Social Media? And how best to use it

Agenda Introduction What is Social Media? Why use Social Media? Social Media Strategy and Integration Measurability and KPIs Useful links and documents

What is Social Media? Social Media is a group of Internet-based applications that build on the ideological and technological foundations of Web 2.0, and that allow the creation and exchange of User Generated Content Source: Kaplan and Haenlein, 2010.

Hmm… In English, social media is: Social Networking Video Sharing Photo sharing Blogging/Forums Social Bookmarking Content Aggregators

Social Media enables: Collaboration Interaction Users sharing with others from your website Retweets and mentions on Twitter Likes on Facebook Sharing links of social bookmarking Interaction Via comments on blogs, forums Twitter, Facebook etc.

Social Networking Social Networks are platforms designed for users to interact with one another and allow people to create personal profiles in which they can communicate with fellow users. Social Networks allow users to chat and share content – be it through text, photo or video. Focus on Facebook, Twitter, LinkedIn for now. Google+ should be included in later phase.

Video Sharing Video is a content medium that can be uploaded and shared online. Users can comment on posted videos and increase viewer numbers through links, word of mouth and by uploading the video to other online portals/sites. Focus on YouTube for now. http://www.youtube.com/user/daveatzerowaste

Photo Sharing Photo sharing sites are becoming increasingly popular and allow users to upload and share their photographs or images online. These photos can then be shared across the web. A good example of a photo sharing website would be Flickr. Probably not required for now as photos can be uploaded to website. Phase 2 Any photos on website can be shared via social networking channels

Blogs and Forums Blogs and forums are usually maintained by an individual, a business or an online community. Allows interaction through comments left by users and provides good archiving for articles. Important to respond to the comments.

Blogs and Forums (2) Main difference between Blogs and Forums: Typically a blogger has an area of expertise Forums are used for people to raise questions. Commonly called discussion boards, bulletin boards. Usually incorporated into website. Recommend at least a Blog is included in your website. http://www.ecoportal.org.uk/categoryuncategorized/

Social Bookmarking Social bookmarking sites allow users to share their thoughts on content across the web. They can comment of all types of content whether it is an overall website, a blog post, a news article or even a photo or video. By publicly bookmarking this content it becomes suggested to other relevant users who in turn read and can also bookmark the item spreading it across the internet.

Social Bookmarking (2) Popular social bookmarking sites include: Digg, StumbleUpon, Reddit and del.icio.us. Good tool for collaboration internally by sharing bookmarks. Recommend this is part of strategy as easy to implement. http://delicious.com/zerowasteuk

Content Aggregators RSS Feeds Paper.li

Content Aggregators (2) Why RSS? Benefits and Reasons for using RSS RSS solves a problem for people who regularly use the web. It allows you to easily stay informed by retrieving the latest content from the sites you are interested in. You save time by not needing to visit each site individually. You ensure your privacy, by not needing to join each site's email newsletter. Try Google Reader. Can be used to build social bookmarking for your group. RSS feeds from other websites can be included in your website http://www.zerowastenorthampton.co.uk/rss-feeds

Content Aggregators (3) Paper.li Aggregation tool for twitter accounts Creates a daily twitter newspaper from your own tweets and selected users you follow. Very simple to setup and can be integrated with your website Once set up you only need to review it once per month http://paper.li/0WasteNorthants/1310216913

Why use Social Media? Internet usage is an everyday activity Smart phones are becoming common place Tablets and netbooks are up and coming

Internet usage by gender and social grade All ages 15-24 25-34 35-44 45-54 55-64 65+ Males 82 94 89 85 77 52   80-100% Males AB 100 98 93 78 50-79% Males C1 90 99 84 60 0-49% Males C2 75 92 83 69 38 Males DE 62 76 54 23

Internet usage by gender and social grade All ages 15-24 25-34 35-44 45-54 55-64 65+ Females 73 90 91 87 84 66 34   80-100% Females AB 89 100 97 57 50-79% Females C1 83 95 92 39 0-49% Females C2 71 94 44 35 Females DE 48 75 79 61 52 30 16

Internet Connection type

Smart Phone usage

Tablet Usage

Social Media Strategy Based on business case of organisation Understand your target audience Investigate where they are “social” on the web i.e. Facebook, Twitter etc. Website is the core of the strategy Social Media is integrated with website

Social Media Strategy (2) Decide on a web browser and everyone uses it Enables better collaboration within group Google Chrome works for me Don’t forget email as part of your strategy

Social Media Strategy (3) Phased approach is best. Examples: Website, Twitter or Website, Facebook Website, Facebook, Twitter and LinkedIn. Website, Facebook, Twitter, LinkedIn, Blog Website, Facebook, Twitter, LinkedIn, Blog, YouTube Website, Facebook, Twitter, LinkedIn, Blog, YouTube and Social Bookmarking Website, Facebook, Twitter, Blog, LinkedIn, YouTube, RSS, Paper.li and Social Bookmarking Possibly target this as a final solution Website, Facebook, Twitter, LinkedIn, Google+, Blog, YouTube, RSS, Paper.li and Social Bookmarking Learn as you go – Don’t try and do too much in one go Enjoy it!

Online Strategy creation process

Successful Strategies are measurable Use website and social media tools to measure the success of your strategy Website Google Analytics Search Engine Optimisation (SEO): This is key! Twitter Twittercounter.com SocialBro Best time to tweet CoTweet Allows multiple users and buffering of tweets to your “Best time to tweet” schedule Facebook Insights

Successful Strategies are measurable Integrate website and social networks so updates automatically appear in your other accounts Tweetdeck and Google+ are good for this Remember not to try too much at once An account needs to be maintained and then tools used to measure success. Phased approach may work best

Integration from website to Group’s accounts Visitor on Group Website Group Facebook Page Group LinkedIn Group YouTube Group Twitter Group Google+ Group RSS feed

Integration from website to Visitor’s accounts Visitor on Group Website Visitor’s Facebook Page Visitor’s LinkedIn Visitor’s YouTube Visitor’s Twitter Visitor’s Google+ Visitor’s RSS reader

Social Media Behaviour Unwritten laws? Treat the user community like you would your boss No dirty jokes No swearing Don’t tell them what you had for breakfast Keep the content relevant to your audience To follow or unfollow, like or unlike If you have a common interest then follow/like Don’t over tweet in a given space of time. Use buffering You can’t follow everybody as you can’t read every tweet Use lists in twitter for your favourite users you follow Favourite a tweet from a user you’d like to follow you as this shows up on their notifications

KPIs Website SEO Number of visits New Visitors Returning Visitors Bounce Rate This is key. !00% means people get to the site and leave without clicking to another page. Visits per source SEO Google your own site via a keyword search and see where you are on the list Goal is first page – achievable?

KPIs (2) Twitter Facebook Mentions and Retweets Don’t get hung up on number of followers. Reciprocation following means everyone has lots of followers but most people use mute. Facebook People talking about this and Total reach Again total Likes isn’t necessary what to measure success by.

Google Analytics

Google Analytics (2)

Google Analytics (3)

SocialBro: Best time to tweet

Twitter Counter

Facebook Insights

Useful Docs/Links 10 Fundamental Tips for Social Media Community Managers Good Blog to follow Download this How to use Facebook for business 25 website must haves ebook

Thank you for listening Any Questions?