The Slides from Day 2 of Social Media Marketing for Cultural Entrepreneurs - Institute of Creative & Cutural Entreprenuership - Goldsmiths

1. Social Media Masterclass
25th of February 2017
London

2. Question 1:
Which is the only Social Network that has
more men using it than women?

3. Men & Women

4. Question 2:
Who posts more often per day
Men or Women?

5. Women!

6. Question 3:
Who are more likely to interact with Brands
via Social Media
Men or Women?

7. Women!

8. Question 4:
Who consumers most News via Social Media
Men or Women?

9. Women!

10. Question 5:
Who uses Social Media via Mobile devices
more
Men or Women?

11. Women!

12. Question 6:
What is the best time for posting on
Facebook. Is it?
a)7am
b)10am
c)12pm
d)3pm
e)5pm

13. Best times to post on Social Media

14. Question 4:
Is it better to post on Twitter on Weekdays or
Weekends?

15. Question 5:
Is it better to post on Linked-in during work
hours or outside of work hours?

16. Question 4:
Is the average length of website visit on
Pinterest?
a)5m
b)8m
c)13m
d)16m
e)20m

17. Timeline Attention Span
• Which Social Network has the
longest attention span half-life?
a)Facebook
b)Twitter
c)Direct Links via Messenger
d)Youtube

18. Timeline Attention Spans

19. Here is why we are here today

20. Social and Google Listings
Your logo here

21. Google and Hashtags
Your logo here

22. Google and Links
Your logo here

23.  Understand how stories work in a social
media.
 How to use data to understand an audience.
 How to create a customers avatar
 How to create good original content.
 What to do if things go wrong.
By the end of today you will have
new skills..

24.  Content
 Authenticity, Originality, Humour, info into knowledge
 Context
 Trends, Hashtags, Demographics, Time of day, Native, Personality
 Connection
 Conversation. Serving others.
The big questions of the day.
Which is most Important?

25.  The value of Social Capital
 The value of Trust
 Benefits of remaining human in selling
 What makes each Social Network Unique
 People use mobile/Social to Escape, Connect
and Organise
The last session.

26. The Big Six
Recap from last
Week

27. • Letting people find you when the search the Internet
• Giving you more control over what happens to you in
Google Results
• A good profile encourages people to contact you
• Address book - Stay in touch with people as they change
jobs
• Go direct to the boss! – Getting past the gatekeepers.
Direct contact
• Galvanising Social Capital - Getting your connections to
request introductions for you
• Managing your online job hunting by having your C.V
online
• Becoming an influencer – By joining groups you can
grow your social capital by solving industry problems
• Link it to Twitter to simplify business updates.
WHAT IS LINKED IN GOOD FOR?

28. WHAT IS INSTAGRAM GOOD FOR?
• Immediacy & Instant Feedback
• Smartphone Only so keeps in the moment
• Beauty - Amazing pictures every day.
• Basic Photoshop – Good use of mobile tech
• Community - strong sense of connection
Little Negativity or tired Memes
People taking time out of their day to be creative
• Continuity - Watching peoples lives unfold.

29. WHAT MAKES YOUTUBE GREAT
• Works in 56 Countries and 61 Languages
• 2nd Largest Search Engine in the world.
• 17% of all internet traffic runs through Youtube
• 6 Billion Hours watched a month.
• 25% of all views are from a mobile.
• Great for SEO & New Traffic
• Video Sharing is so easy – How to
• Hosting content to be used elsewhere
• Making Money

30. WHAT TWITTER GREAT
• Amazing Data – Most in depth targeting.
• Totally Open – Jump into any convesation
• Micro Blogging – simplicity. A link, a comment, a picture
• Relationship with Live TV
• Works amazing well on phones
• Great for SEO & New Traffic
• Direct bypass Gatekeepers
• Works like a newspaper curated by you
• Influence is measurable.

31. WHAT MAKES SNAPCHAT GREAT
• Content Deletes – Freedom from Digital Vapour Trail.
• Sense of urgency to watch content
• Great use of Filters
• Loved by Teens
• Great for SEO & New Traffic
• Direct bypass Gatekeepers
• Works like a newspaper curated by you
• Influence is measurable.

32. WHAT FACEBOOK UNIQUE
•
Scale – but makes it difficult.
• An amazing advertising suite.
• Great on Mobile experience
• Chat is used by 900m
• Edgerank Algorythm.
• A scrapbook of our social lives
• An event Hub

33. Trust & Commitment come from
authentcity

34. The Trust Curve & Social Media
Your logo here
Social media
gives
momentum
Sip
Pitch

35. Digital Stories

36. Your logo here
We tend to live in the
distracted present, where the
forces of the periphery are
magnified and those of in front
of us ignored. Our ability to
create, plan, much less follow
through on, is undermined by
our need to be able to
improvise our way through any
number of infernal impacts
that stand to derail us at any
moment.
Douglas Rushkoff
Present Shock

37. Narrative Collapse
There is no society doesn’t tell
stories.
Storytelling is how we transmit
value, it has a cultural use.
It creates context. It is
comforting and orienting. It
helps smooth out obstacles
and impediments by recasting
them as bumps along the road
to some better place.
But
How do we tell stories and
convey values without the time
required to tell a linear story?

38.  Create a character
 Put them in danger
 Heighten tension unbearably
 Release tension (with a product).
Traditional Narrative Technique
Your logo here

39. This misuse of Narrative
Your logo here

40. If selling turns us off, then content is King.
Douglas Rushkoff
- 'You don't click the remote to
change channels because you
are bored, but because you
are mad. Someone you don't
trust is attempting to make you
anxious.'
What makes you change TV
channels?

42. The aesthetics of social media form is
the fragment

43. Small Fragments

44. Tiny Fragments

45. Teeny Weenie Fragments

46. Best Practice – Content Length

47.  Fragments are often de-
contextualised. You
don’t know what came
before of after
 Your personality/ take is
the glue
 You consistent voice
creates the narrative
You provide the context
Does this mean that context is King?

49. Facebook Friends Day

50. Authenticity Deficits
Does this mean that connection t is King?

51. Conversations that failed. -
Starbucks #Fail
Your logo here

52.  #RaceTogether failed because of
 (1) poor brand alignment,
 (2) authenticity deficit
 (3) poor reaction.
Starbucks #Fail
Your logo here

53. A guide to creating Content

54.  Only around 4-5% will see your posts.
 Profile data is old. Are you the same as 10 years ago.
 Your whole success on FB is dependent on what is called the Edge Rank
Algorythm. (Not a waterfall)
 Every interaction is an edge.
 Facebook constantly trying to find most shareable content as this makes
people come back to Facebook.
 How much your content travels is dependent on Likes, Comments and
above all SHARES.
 Is your content FUN. Is it RELEVENT. Is it USEFUL?
 Will it work on Mobile?
 HOW DO YOU FIND WHAT YOUR AUDIENCE LIKES?
Facebook Content

55.  Think of three questions that you could ask
your audience that would tell you more about
them and give your more things to talk
about.
 Zara has 25m followers let’s look at their
Facebook page.
ASK THEM!

56.  0.000128% Engagement rate
 How might we improve it?
ZARA Ouch...

57.  Most of Facebook is now on Mobile. This means no
sidebar ads.
 You have to use Facebook Sponsored Stories
 What makes it great is that you amplify what works
organically. If you see a post working for 4-5% of
your followers - Extend reach and Amplify it.
 You can amplify reactions to content too.
 Because of Edgerank has positive impact on further
posts.
PAID CAMPAIGNS – YES!

58.  If Facebook is about Friendship then Twitter
is about News and Info.
 A place where anyone can make news.
 It is about the moment and reactions to the
moment.
 You can jump into ANY conversation on
Twitter get involved.
 Your Personality or context is more
important than important than content.
Twitter Content

59.  On the next slide is a picture from some
trending content this week.
 Add your reaction or ‘context’ to it.
 Make a comment.
Jumping on Trends...

60. @jethro247

62.  Creating boring links to long form content
elsewhere.
 Simply Re-tweeting favourable things said
about you.
Worst things to do on Twitter

63.  You can target people who LOOK like your
competitors.
 Most targeted form of B2B niche advertising
there is.
 Follower get very high quality followers.
 Only buy followers from Twitter themselves.
PAID CAMPAIGNS – YES!

64.  Instagram is a closed loop system. Links
only take you to other placed in Instagram.
 (People put the term – Links in Profile with
each photo)
 You can only share your own content
 People do take screengrabs of other peoples
content and re-upload.
 Entertain and Inform – Good pictures vital. –
Would it go in a magazine.
Instagram

65.  67% women 33% men.
 72.5m users
 Collect and research.
 Display of things we love and who we are.
Virtual status signalling.
 79% more likely to make purchase than on a
FB page.
 Posts with price increase engagement by
36%
Pinterest

66.  Do you have a pinterest account?
 How could you improve the titles.
 e.g - Green Teas could become –
Rejuvenating Formulas for every day.
 Once again the context you create is king.
Board Titles...the key to success

67. Periscope – Live Video

68. Video the New Language of the
web.
 Gets 15-20% engagement rates. Massive
Influence on EDGE RANK
 Between 15-30 seconds maximum.
 Social Media Content Distribution tools are
the best. They have the best targeting.

69. Build it and they do not come

70. Video Strategy
 Only 5% of content gets shared or goes viral
in any way?
 You need to get confident building your own
distribution channels using data?
 What is data? And what is it’s relationship
with creativity?

71. Your logo here
Video allows Story-Doing

72.  Goldsmiths Video Fragment
A small video advertising Case
Study

73. Building Custom Audiences

74. Top Level Results

75. Levels of Engagement

76. London Rib Voyages

77.  Video engagement can mean a hundred
different things: watching the ad, watching
part of it, starting the ad, clicking on the ad,
finishing the ad,
 Read more:
http://insights.wired.com/profiles/blogs/how-
to-measure-engagement-for-online-
video#ixzz3rp7G3RaV
Video Engagement
Your logo here

78. What tools are there for getting to know an
audience?

79. The amazing……

80.  https://etherpad.net/p/ICCE
Please now go to...
Follow the instructions about
Followerwonk.

81. @pactcoffee

82. Competitor Analysis
 Look at the percentage of @contacts, Retweets
and URL tweets
 Who is the most ‘social’?
 What is Pact Coffee doing that is different to
the rest?
 Look at their twitter pages and see who is being
the most human?

83. Other research tools
 Nuzzle – Discover most shared content
between a Twitter group.
 BuzzSumo – Discover what content gets
shared most by competitor. Find out what
content is liked.
 Followerwonk – How social are your
competitors.
 Bluenod – A visual way of finding influencers
 SimilarWeb – Good for SEO strategy

84. Social Media as a festival which you curate. Each
stage is a different social network. Have as much
fun as Glastonbury has planning it.

85. Content Strategies: What have you
got that is exclusive? Get Closer.

86. You don’t have to be always on. Pick your moments
and do it intensely for that time.
activity: what events do you have for the year ahead

87.  COME UP WITH A FESTIVAL IDEA.
 IT MUST BE A CELEBRATION OF
SOMETHING THAT YOU ARE CHAMPIONING
 IT MUST COINCIDE WITH IMPORTANTS
DATES FOR YOUR INDUSTRY
 MUST INCLUDE A VIDEO
 MUST INCLUDE TWO HASHTAGS
 THE FESTIVAL IS FOR 3 DAYS OF
SUSTAINED POSTING. ONE ITEM FOR EACH
SOCIAL NETWORK
 MUST INCLUDE 4 OF THE BIG SIX
Now it is your turn...

88. Chaz – Create a customer avatar.

89.  Read the Article on the MailOnline.
 https://etherpad.net/p/ICCE
 What would you have done?
 How did Benefit make the situation worse?
What if it all goes Wrong?

90.  Having your content scraped. OR
 Google starts hammering you..
 ‘Purely scraped content, even from high quality sources, may
provide any added value to your users with additional useful
services or content provided by your site; it may also
constitute copywright infringement in some cases. It’s
worthwhile to take the time to create original content that sets
your site apart. This will keep your visitors coming back and
will provide more useful search results for user.’ GOOGLE
POLICY DOC
Other things that go wrong

91.  Is it a troll? If so don’t feed it. Find out who they
are? Are they real or not?
 If you have built a community, they will also protect
you.
 If real don’t delete.
 If troll – delete comments, ban the user, don’t
engage.
 Explain to others why they were banned.
A complaint is posted.

92.  Most People just want to be heard.
WE HEAR WHAT YOU ARE SAYING. IF YOU
WOULDN’T MIND SENDING IS YOUR EMAIL
ADDRESS OR PHONE NUMBER, WE’RE
HAPPY TO TALK TO YOU ABOUT THIS.
This works 99% of the time.
A complaint is posted...

93. Create an internal policy.
Make sure everyone knows the policy
Who will reply
How long will it take to reply
What they will say.
5 Steps for dealing with online
criticism

94. You don’t know if this could blow up
Rule of Thumb - get it out of writing as
soon as possible.
Hear the tone of voice. See the body language.
The last thing you want is to get defensive in
some back and forth debate.
Step 2 – Be Cautious

95.  Be polite and patient with even if people are
asking obvious and annoying things.
Step 3 - Assume the best

96. People will note that and take you to task for it.
This can get UGLY.
If you are transparent, your community will
come to your defence.
Step 4 – Don’t Delete

97.  Use Common Sense.
 Think like a Human
 Take the Corporate hat off.
Step 5 – Be Human

98. Other Amazing Tools

100. The Amazing Canva

101. The Amazing CLOZE

102. Google alerts: https://www.google.co.uk/alerts
follow relevant content online
activity: choose a leadership idea for your
coffee company
Content Strategies in
Groups