Social Media Actually BBC Presentation

Social Media ActuallyJulia Shuvalova

Social Media and Communities

Social Media Actually is a series of presentations on the practical aspects of using Social Media in various sectors.

The first presentation addresses the problems communities and non-profits may have in using various social sites to back and promote their causes. It attempts to look past the numbers and to give the easy-to-follow advice, which will be especially useful to those groups and individuals who are just discovering Social Media. It was presented at Social Media Cafe in Manchester, at the BBC, on September 8, 2009

Julia Shuvalova (aka Julie Delvaux) is a versatile creative professional with experience in Media and Digital Advertising. She is an avid user of various tools and sites, and since 2006 has been advising individuals and businesses on “how to use Social Media”, particularly on strategy development and online PR. Julia’s personal work (writing and photography) featured in traditional and online media, and her Arts and Culture blog is a Google’s Blog of Note (http://www.loscuadernosdejulia.com/). More about Julia: http://www.avidadollars.com/.

The term ‘social tools’ was coined in 1999

Social Media brings fun Or fame

And something new lies ahead already...

...but the adoption is still too slow

2006: Using Media to empower communities

2009: Using Social Media to empower communities

Has something really changed?

Communities and Social Media are perfect for each other

There is only one problem

There are too many social tools

And too many communities

Is anybody listening?

What tools to use?

Are You a Social Media Sprinter or Marathoner?

Social Media can make wonders. But every wizard needs some rest. Don’t expect wonders to happen all the time.

When they don’t, work to make them.

How to Make Everyone Listen

• Understand what is unique about your cause and take it from there

• You are not alone – There are too many communities – maybe

you can work together from the start?

• Make your project worthwhile– nobody likes paying for nothing (even if

money is time)

We Are All In Advertising

Art is beer Money smells

To empower communities, don’t merely give them voiceConnect and promote them

• Since 2007, Blog Action Day has been uniting online publishers from all over the world to dedicate a day to helping find a solution to one of the global issues

• Publishers included bloggers, videobloggers and podcasters, public figures, charities, and politicians. They could use banners to promote BAD in their online profiles

• Volunteers translated the website into their native languages

• In 2008, BAD used Twitter to update on the progress PBWiki to host full website translations

• In 2008 during the day, a non-stop radio show was aired

• Contributors were invited to submit a short MP3 file introducing themselves and their blogs

• To determine this year’s topic, an online poll using SurveyMonkey was sent out to subscribers

is very rich

How can you choose?DO

We Are Still In Advertising

If your cause is really close to your heart, understand how web, search, Social Media, and advertising work

You will likely learn a lot of important and interesting things along the way

And meet interesting people

When You Do Anything in Social Media...

• Answer three questions:– What do you want to do? (cause)– Why do you want to do it? (purpose)– How are you doing it? (means)

• Identify your audience• Identify expected results • Choose appropriate channels

– that’s where your audience is, not the latest most fashionable place to be• Are you doing it alone or as a team? • Estimate approximate production time and costs

– If nothing else, this should ignite your passion for results• Identify promotion time and costs

– Recent research has shown that 1st week is vital for marketing video content• Act!• Track and Estimate• Report• Fine-tune

Empowering Communities?

PowerIs

Knowledge

• Learn all you can about your audience

• This should help gain more support for your cause

Google AdPlanner profile for Facebook in July’09

The Importance of Integration

• Social tools like Lijit, FriendFeed, and, of course, a blog allow us to point people to most other online spaces we inhabit

• If you’re still using a website as your “base”, don’t forget to show people where they can find you on the Social Web

• Otherwise, why are you on the Social Web?

Content generation level

Community and Conversation level

Improving brand presence

Content distribution level

Social Media: What Do You Want to Do?

Ticker-tape

New Forest Community Mediakeeps all their social spacesand calls to action on one page

NFCM flash Twitter widget

How You Can Do It

Resources are mixed with People’s Voice Media’sown work

Retaggr is obviously not ideal

How You Don’t Want to Do It

... Rome wasn’t built in a day

Never forget...

Facebook

Don’t Get Frustrated Too Soon

Social Media Strategy

What are your goals?

NB: There must be more to “I want to be heard”NB: Difference – do we talk it or make it?

How many people are working on the project?

NB: Delegate and co-ordinate

How do you use your Social Media channels?

NB: Simply updating a channel once a week or once a month is unlikely to bring any results

How people are going to find you?

NB: Integrate! Link! Embed! Tag! Categorise!

How are you going to engage them?

NB: Let them rate, like, bookmark, share, email, print, send, comment, review

Social Media Strategy

How are you going to appreciate their engagement?

NB: They do spend time on your site/blog/Flickr/Facebook, and time is money

Are you evaluating this experience?

NB: ROI is not all. What is Social Media experience telling you about your cause, your audience, your work, your team, yourself? Do you incorporate these findings into your strategy?

Social Media Strategy

You know a horse can jump a ditch, therefore you accept that it can jump a Grand CanyonPaul Arden

(dogs have already been to Space – they can jump above The Golden Gate Bridge)

It’s Never Enough in Social Media

Social Media is a journey, not a destination

But what about ROI?

What Is the ROI of Social Media?

• In Social Media, people’s interactions are in the focus: they are naturally priceless

• In Social Media, ROI (return-on-investment) becomes ROE (return-on-engagement)

• Social Media is free – but your time, technology, and resources are not

• If we can track clicks and comments, we can put a price tag on them, however speculative

• This means that the ROI/ROE of Social Media can be calculated

BUT HOW?“What is the ROI of putting on trousers in the morning?” (Scott Monty)

Measuring the ROI of Social Media

In Social Media, there are several metrics that can be taken into account:

Attention (=traffic)Participation (=comments, ratings, etc.)Authority (=Technorati rating, inbound links, trackbacks)Influence (=subscribers, fans, followers)Sentiment (=largely immeasurable)

Usually all these are measured post factum. But is there a way to put estimations forward and to make “immeasurable” results carry at least a speculative price tag?

In other words... Is there a way to for your cause?

Social Media ROI: Blog and SlideShare Presentation

“How to Add RSS Feed to Facebook Page” (1 May 2009):• SlideShare presentation• Blog post (with presentation)

Goals: • To react to the interest expressed in a search query• To promote the blog and the company

Promotion (1 May 2009): • Flickr (screengrab with a link to blog post)• Twitter (shortening and sending a link to blog post)

Total time of production and promotion – 2.5 hrs (2hrs 30mins). Total cost - £14.32*

Reaction (since 1 May 2009): • 269 blog post views in total (237 unique views, 02:50mins on site on average, 2 comments (on the old blog, were lost in

transition)• 2280 presentation views in total (2122 views on SlideShare, 2 faves, 3 embeds, 4 comments, 2 downloads)• 106 views on Flickr (with 18 clicks through to the blog)• 2 clicks to the blog from Twitter• 27 views of bit.ly link• 1-2 page of Google for related queries

*The minimum hourly rate is £5.73 (until October 2009)

Adding Perspective

Estimates are based on the following*:

• A visitor spent approx. 1min viewing the post with presentation. This unique visit is priced at an absolute minimum - £1** and extended on to price views on SlideShare.

• Flickr and Twitter views are priced at £0.50 (assuming it would take a visitor 30sec maximum to see a screen grab or a link).

• Every view from embeds - £2 (minimum consumption time on SlideShare + minimum consumption time on the embedding site).

• Every interaction is priced at £1.50 (minimum consumption time + minimum decision-making time) – to include returning visits to the blog; visits from Flickr and Twitter; SlideShare faves, embeds and downloads; and comments on SlideShare and blog.

*figures at the time of producing this presentation**you may like to use “conditional currency units”

Social Media ROI

“Price-tags” memo: • Unique visit to the blog post - £3 (based on

time on site)• Each returning blog visit - £1.50• A view on SlideShare (excl. embeds) - £1• A view from embeds - £2 • A view of the screen grab on Flickr - £0.50 • A view of the link on Twitter/bit.ly - £0.50• A comment - £1.50• A SlideShare download - £1.50• A fave on SlideShare - £1.50• An embed from SlideShare - £1.50• A Flickr click-through - £1.50• A Twitter click-through - £1.50

Total Gain from Investment: £4832.5

ROI: £4832.5 / £14.32 = £337.46

Good enough? Or more can be done?

Seeing (and Seizing) an Opportunity

• “How to add RSS feed to Facebook Page” came from a search query on the blog

• Blog posts can originate from a Twitter conversation; interviews can take place via Facebook or Twitter

• Editorial guidelines are good, but don’t make them too restrictive

• Be real (don’t let anyone think you’re a robot)

Keeping Everyone in the Loop

• “Who subscribes to my RSS feed?” “follows my Twitter stream”“comments on my posts/photos”“fans me on Facebook”

• Update your followers on the progress of your project

• Optimise your channels, so people can find youBlog: title, copy, categories, tags, URLsPhoto sites: title, tags, descriptions,

URLsVideo sites: title, descriptions, URLsBookmarks/News: descriptions, tags,

URLsTwitter: hashtags, link titles, URLs

This is not just sexy chicken

This is metadata

Don’t Forget to Analyse

Understanding Success

Do you miss on using any tools? Social BookmarksSocial NewsSocial Events

If yes, then start using them. Becoming a power-Digger takes time

YouTube/Flickr are not the only sites for photos/videos

Research your audienceWhat are their interests? What other sites do they visit? What do they know about your cause?Why would they want to know about your cause?

“Cutting Room Experiment”: How to build on it?

Have your questions been answered?

Any more questions?

ReferencesSlide 28:• ‘What Is the ROI of Social Media’ – Social Media Explorer, October 28, 2008:

http://www.socialmediaexplorer.com/2008/10/28/what-is-the-roi-for-social-media/

• ‘Ford Case Study: Control Is an Illusion in Social Media Age’, Social Computing Journal, April 7, 2009: http://socialcomputingjournal.com/viewcolumn.cfm?colid=779

• ‘Social Media for Business’, Mashable, February 27, 2009: http://mashable.com/2009/02/27/social-media-for-business-2/

• ‘Basics of Social Media ROI’, Olivier Blanchard on SlideShare: http://www.slideshare.net/thebrandbuilder/olivier-blanchard-basics-of-social-media-roi

Slide 29:• ‘A Framework for Measuring Social Media’, September 24, 2008:

http://www.beingpeterkim.com/2008/09/a-framework-for.html Slide 37: • ‘Cutting Room Experiment’, Cahoona on SlideShare:

http://www.slideshare.net/cahoona/cutting-room-experiment-smcmcr

Image and Website Credits

Slide 2: Julia Shuvalova (CC: Attribution – Non-Commercial – No Derivatives)

Slide 3: Julia Shuvalova; Travel TracksSlide 4: Huffington PostSlide 5: CSV Media; Let’s Go Global; People’s Voice MediaSlide 6: Eaulive on Flickr (CC: Attribution – Non-

Commercial)Slide 7: The Better WeighSlide 8: Karen’s Poetry; Beyond Madison AvenueSlide 9: Julia ShuvalovaSlides 10 and 11: Blog Action DaySlide 12: French Guy on AirSlide 13: Pink Sherbet on Flickr (CC: Attribution)Slide 16: Fictures on Flickr (CC: Attribution)Slide 17: Google Ad PlannerSlide 18: FriendFeed; Open Golf ChampionshipSlide 20: New Forest Community MediaSlide 21: Tees Valley Community Media;

People’s Voice MediaSlide 22: Jaymce on Flickr (CC: Attribution – Share Alike)Slide 23: Easy Art; Yoko Ono Official on Flickr

Slide 24: iStratSlide 25: Blog Action DaySlide 26: British Council; Mylerdude on Flickr (CC:

Attribution) Slide 27: The Lightning Bugs Lair; Julia ShuvalovaSlide 28: Andrew G HobbsSlide 29: AmbitionSlide 30: Lakestar MediaSlide 33: Cyber Punk Review; All PostersSlide 34: FeedBurner; Dog TopicsSlide 35: The Daily MailSlide 36: Clicky; Flickr; YouTubeSlide 37: Julia ShuvalovaSlide 38: Weber State University