UI:UX Design and Empowerment Strategies for Underprivileged Transgender Indiv...
Social Media for graphic designers and small studios
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3. CON.TENT // A PROFESSIONAL PRACTICE WORKSHOP
Tim Buesing
TimB @ Reactive.com / Adverblog.com / AusInFront.com
Jon Christensen
Jon @ MentallyFriendly.com / TractorDesignSchool.com
4. CON.TENT // A PROFESSIONAL PRACTICE WORKSHOP
Agenda
The social difference between yourself and your company
Your positioning, messages and goals
Your hopefully ‘interesting’ website
Social media formats and examples
Managing, reporting and insights
Refining your messages and goals
8. CON.TENT // A PROFESSIONAL PRACTICE WORKSHOP
• Intranet delivers value:
• internally: idea generation, training, efficiencies, productivity, content production
• externally: thought leadership, product innovation, publishing
• social media content and properties deliver value:
• internally: recruitment/retainment/cohesion of own employees
• externally: awareness, consideration, contact frequency and loyalty among clients
WEBSITE INTRANETSOCIAL
9. CON.TENT // A PROFESSIONAL PRACTICE WORKSHOP
• Social Media for you (your personal brand):
• authentic, credible, idiosyncratic, personal
• Social Media for your company (your real brand):
• professional, consistent tone, valuable, responsible, networked
AGENCY
SOCIAL
YOU
SOCIAL
10. CON.TENT // A PROFESSIONAL PRACTICE WORKSHOP
Positioning & Messaging
• What do you stand for in the creative market? And what is your message? Who do you want to
talk to and why? What would they find interesting about your activity?
• the answers will give you clarity over what to write, share, post, follow, curate
• It will also help you decide what NOT to cover (nobody has time for everything).
• it will also make the value clear to your potential followers and audience.
• and it will help you make tactical decisions, which format(s) will be right for your content
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15. CON.TENT // A PROFESSIONAL PRACTICE WORKSHOP
Goals & KPIs
• Thousands of followers might be nice but what if your real audience (e.g. local art directors
and art buyers in ad agencies) consist of only 200 people? Wouldn’t speaking to 50 of
them be a success for you?
• Setting yourself goals and KPIs will help avoid frustration. Set yourself an easy target first
(e.g. get X shares on my Y posts in Z weeks) and take it upwards from there.
• Having those KPIs will also help you evaluate what you are doing after a certain period.
If one channel isn’t working, maybe it’s time to change tact, content, tone, frequency?
16. CON.TENT // A PROFESSIONAL PRACTICE WORKSHOP
Website & Content
• How interestig is your site now and why? How could it be even more interesting, fresh, alive?
• Is the work up to date? Do you give insights into your practice, look behind the scenes, show
rough ideas?
• Do you exhibit your network, reach out, say thanks?
• Can you swap content and links, thereby expanding your reach?
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20. CON.TENT // A PROFESSIONAL PRACTICE WORKSHOP
Your Action Points
What would you add or change tomorrow?
• Make a plan. What sort of content can you produce or search/curate about right now?
21. CON.TENT // A PROFESSIONAL PRACTICE WORKSHOP
Your Social Formats
All you can eat? All you can manage? What fits?
• Often people are overwhelmed with the choices.
• Most of the social media sites are “free” (You are paying with the data that these companies
make money out of). Or they have low priced premium accounts.
• But choosing e.g. Vine because it is the latest online craze is not the answer. Does the
service strategically fit into what you want to say? Are the right people using it? Can you
produce something interesting on it?
40. CON.TENT // A PROFESSIONAL PRACTICE WORKSHOP
Social Media Plan
What to do when?
• Have a roadmap so you don’t lose steam along the way. Share the load internally
• And mix it up where appropriate.
49. CON.TENT // A PROFESSIONAL PRACTICE WORKSHOP
Recap on
The social difference between yourself and your company
Your positioning, messages and goals
Your hopefully ‘interesting’ website
Social media formats and examples
Managing, reporting and insights
Refining your messages and goals
50. CON.TENT // A PROFESSIONAL PRACTICE WORKSHOP
Tim Buesing
TimB @ Reactive.com / Adverblog.com / AusInFront.com
Jon Christensen
Jon @ MentallyFriendly.com / TractorDesignSchool.com