Be better social media presentation
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Sometimes theoretical, sometimes practical, always entertaining masterclass on social media.
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Be better social media presentation
- 1. — Social Media Tales from a Troll Graeme Lipschitz – Co Founder of Wonderland Collective
- 2. Creating Powerful Commuications Theory? Practical? Faux pas?
- 3. I’m Graeme. I’m a (reformed) troll. Please don’t feed me.
- 4. I have two businesses, one is a (fairly cool but apparently controversial) bacon subscription service.
- 5. Community management is a deathstar for your soul
- 6. Creating Powerful Commuications You’re not the only one. Lipschitz’s Hierarchy of Social Media Content Content Landfill / Noise Shareworthy Life Changing 95% 0,1% 4,9% Social Media Tales from a Troll
- 8. Creating Powerful Commuications You’re not the only one. Lipschitz’s Hierarchy of Social Media Actions Likes, Retweets, Pins Shares, Comments Engagement 95% 0,1% 4,9%
- 9. Creating Powerful Commuications You’re not the only one. This is not what success looks like!
- 10. Creating Powerful Commuications Average time spent per Facebook visit per user is 20 minutes.* *Infodocket
- 11. Creating Powerful Commuications Give it some thought.
- 12. - Drake “An effective strategy is a success story told backwards.”
- 13. Real World Outcome = who + why + how.
- 14. You have 2 eyes and only 1 keyboard for a reason…
- 15. Not all platforms & accounts are created equal.
- 16. Owned > Earned > Paid
- 17. Google Analytics and your Owned Property should be like Torvill and Dean.
- 18. In the land of fake news & click bait, the true & authentic entity is .
- 20. Creating Powerful Commuications Don’t be a dick.
- 21. Creating Powerful Commuications Be relevant.
- 23. Creating Powerful Commuications Be tangible.
- 24. Creating Powerful Commuications Create a social movement.
- 25. And now for something totally different… Practical advice!
- 27. Shortened and Customisable Links FTW!
- 33. On Influencers…
- 34. Faux pas.
- 36. Thanks! Now get back to work! 36
Editor's Notes
- Bit of a change from the usual linear presentation – you can choose your own adventure and we can jump straight to the sections that interest you. So we’re going to vote. Most voted content goes first, least voted content goes last.
- Why listen to me? I was in the first 1% of users of Twitter. I was part of the brains trust behind (the now failed) Google+. I liked over 18000 pieces of content on Facebook last year. I’m not proud of any of this.
- Why listen to me? I was in the first 1% of users of Twitter. I was part of the brains trust behind (the now failed) Google+. I liked over 18000 pieces of content on Facebook last year. I’m not proud of any of this.
- And yet you need to figure out how to be the rebel that knows how to blow it up effectively, day after day so that your brand continues to thrive.
- Perhaps I’m a pessimist (I am a troll after all) but 95% of the stuff on social media is crap. And that’s because people still treat it as a broadcast medium where 1 is supposedly talking to many. Before you embark on your social media journey, be it your own personal one or your company’s – you need to ask yourself what part of this hierarchy you’re contributing to.
- Don’t ”check in” and don’t make stupid comments if you don’t want to contribute to the landfill. If you’re keen on adding to the noise, however, be my guest.
- Perhaps I’m a pessimist (I am a troll after all) but 95% of the stuff on social media is crap. And that’s because people still treat it as a broadcast medium where 1 is supposedly talking to many. Before you embark on your social media journey, be it your own personal one or your company’s – you need to ask yourself what part of this hierarchy you’re contributing to.
- So many people speak about how many likes or retweets their campaign got – but anyone can buy these. Anyone can grow a community using marketing budget. It’s how many “real world” actions that happened because of this that you need to be looking at.
- That’s 19 minutes and 30 seconds of crap that your average user is looking at per day and that’s wasted time they’re never going to get back.
- A lot of the time, poor social media comes from a lack of strategy and vision mixed with an urgency to jump right in and contribute to the noise.
- If we take the time to consider our objectives and KPI’s – it helps us to track the path of where we need to go. Think about the why, how, what and then to whom and when and how you would do it.
- If we take the time to consider our objectives and KPI’s – it helps us to track the path of where we need to go. Think about who you’re trying to talk to on social media, why you’re there in the first place, how you’re going to be useful or get your audience to engage. Bonus points: More seasoned campaigners can start to think about when (time of day) and what is best for each platform (ie: Obviously pictures and now video work best on Instagram; being flippant works best on Snap.)
- Who: Before you go making up a content strategy and spewing mindless content into the void, why not listen to what your audience and competition is saying about your content universe? X is a tool devised to search Twitter for accounts associated with your search criteria. Follow them for a while and just listen to what they’re saying – you’ll start to see trends like common problems or issues that you can tailor your content to and be of some use for.
- Why: Different companies, different reasons to be on different social media platforms. At the core of this kernel is thinking about why you’re planning on having a social media presence in the first place. My company has had a twitter account for 3 years and we’ve gotten 1000+ followers – have we won any business because of our Twitter account? NO. But if your company invests a lot of time and money into thought leadership – Twitter or Medium might be a great platform for you to invest in. Similarly, if your product or service or destination looks incredible, considering a platform like Instagram is a no brainer.
- That said, you always want to be driving people to your own properties. So don’t use Facebook to drive people to Instagram because one day those companies might IPO or change and then the money you’ve spent might be wasted. Most often, your owned media, like your website for example, is where the real world action happens; your earned media is the second tier in my hierarchy – the social sharing and mentions, and then paid media is things like influencers (which is a dubious topic in itself) and advertising.
- Pro Tip: Having a page on your owned property dedicated to each platform allows you to measure efficacy.
- How: Be useful, humble, authentic and true.
- And authenticity can take on many forms. Deadpool nailed advertising in 2016 by having a voice that was not only really out there, but was also authentic and true to his historic portrayal in the comic books. On social media there were various incarnations which were seriously on point – one of them was a fight between Deadpool and Wolverine – which actually continues to this day as friendly banter between Ryan Reynolds and Hugh Jackman. Here he is promoting testicular cancer awareness in a way only he can.
- You can also still be authentic and get social media wrong. In other words – don’t be this guy.
- Being relevant is a great way of cutting through all the noise. Use a special time of year or occasion to help bring the spotlight to your campaign. Recently we’ve seen campaigns centered around trending social media events like the blue and gold dress.
- Save the Children launches #Classof16 social push as kids head back to school http://www.thedrum.com/news/2016/09/01/ad-day-save-children-launches-classof16-social-push-kids-head-back-school ‘Go Back to School with the #Classof16’ shows children – from the UK and developing countries around the world – on their first day of school holding up signs stating their dream jobs. The campaign asks parents to share a photo of their child on their first day of school (whether it’s their first day ever, or simply first day back) with a sign revealing their dream job along with the hashtag #Classof16. Running across Facebook, Twitter and Instagram, the campaign aims to show that every child no matter where they are from should have the opportunity to get an education – and the chance to realise their potential.
- Snapchat is being used in India as a counselling service for teens – appealing to the millennial audience using the tools and norms they’re familiar with – in this case you’ve got the non-permanence, ubiquity and discretion of Snaps.
- By creating experiences that people can get involved in and see first hand the impact of their donation (whether it’s time or money) Remember at Christmas when people said the best thing to do is give? Well, this is like Christmas and people are opening their gifts in front of your eyes all the time. It’s incredibly powerful.
- Different platforms, different modus operandi – let’s jump in and see what works best. P.S I’ve hidden some good reading material in the notes section of each page concerning each platform.
- Use a Content Calendar to plan out your campaigns and to hold all of your social media assets in case you die from the community management deathstar taking your soul. Here’s a free one: https://blog.hubspot.com/blog/tabid/6307/bid/33415/The-Social-Media-Publishing-Schedule-Every-Marketer-Needs-Template.aspx#sm.00000cjc7orebud3ese7i87nd8oaa
- With Bit.ly you can shorten as well as customise your links and then when people click on those links, you get Analytics. Customise your shortened link to be relevant to the content you’re linking to.
- Hootsuite is a command centre for all of your social media accounts – use it to schedule your posts.
- Try groups over pages. You get to assert your authority – which is great for thought leadership If you have the budget and have a page – then spend it wisely and have a real life objective to achieve like signups, sales etc.
- Try groups over pages. You get to assert your authority – which is great for thought leadership If you have the budget and have a page – then spend it wisely and have a real life objective to achieve like signups, sales etc.
- Search for the perfect user. Lots of hashtags are your friends. Create a quick, to-the- point bio (150 characters or less) followed by a direct CTA that uses a memorable URL. https://blog.gleam.io/foundr/
- Search by gender, job title, location, company/person Type in your ideal twitter user and it will find it so you can follow, listen and then engage. Don’t RT compliments; post a ton of different content – videos/photos etc – do and ICYMI in case people missed your initial tweet
- Influencer marketing became a hot topic late 2015 early 2016. I have a friend who runs an influencer company called Webfluential – they’re rad. However, personally I don’t feel like this kind of thing works as more often than not you can see it’s a sponsored tweet and it feels like the influencer has sold out or it’s not an authentic part of their voice. According to the FTC in America – paid influencers also need to stipulate they’ve been paid, which ads to the authenticity issue.
- For your pleasure.
- For your pleasure.