PD on Social Media How to Engage your Audience on Facebook for Free

1. Ambition in Action PD on Social MediaHow to Engage your Audienceon Facebookfor Free Version: 30 April 2012By Kerry Furlong www.sit.nsw.edu.au

2. Ambition in Action Social Engagement Online • This Session Covers: • Owned MediavsPaid MediavsEarned Media • A brief overview of the social media landscape • Mass media conversations • HANDS-ON WORKSHOP • Ways to Engage with your audience www.sit.nsw.edu.au

3. Ambition in Action Owned Media vs Paid Media vsEarned Media In the context of FACEBOOK: • Owned Media= Your Facebook Page • PaidMedia= You can pay for ads on Facebook • EarnedMedia = You can engage your audience for free, organically, over time. www.sit.nsw.edu.au

4. Ambition in Action Owned Media vs Paid Media vsEarned Media OWNED Media = Your Facebook Pageto be clear: • a PROFILE is personal, • most people have them • a GROUP is like club • many classes use them, see PD calendar • a PAGE is an entity • A teaching section, company, public figure, charity www.sit.nsw.edu.au

5. Ambition in Action Owned Media vs Paid Media vsEarned Media • PAID Media = You can pay for ads on Facebook • Good news: • It’s a quick fix for enrolment numbers, IF YOU NARROW THE TARGET AUDIENCE ENOUGH • Bad news: • It’s cheap but still costs money • It disapears when you stop paying • Requires expertise to do it effectively www.sit.nsw.edu.au

6. Ambition in Action Owned Media vs Paid Media vsEarned Media • EARNED Media = You can engage your audience for free, organically, over time • Good news: • It’s free, effective, and friendly • It can self-perpetuate for free if you build it up • Bad news: • It’s a SLOW, steady build (this is also called digital public relations) www.sit.nsw.edu.au

7. Embracing Earned Media Paid Media Earned Media Owned Media (Tell me broadcast) (Convince me. Engage me. - consumer controls (Inform me. Support me. Reward me.) Standard display Rate this product Facebook page Rich Media Forums Brand sites Online video ads Facebook polls & updates Twitter page Promotion Content Twitter posts Media partnerships Viral seeding Videos SEM & SMM Organic Search Strategies Combining, Paid, Earned & Owned Media

8. Remember, Social Media is growing exponentially.Here’s the latest.... http://youtu.be/3SuNx0UrnEo Uploaded by Socialnomics09 on Jun 8, 2011 http://www.socialnomics.net/ Part of the world's most watched Social Media video series; "Social Media Revolution" by Erik Qualman. Based on #1 International Best Selling Book Socialnomics by Erik Qualman. This is a shorter version that includes new social media statistics for 2011.

9. Corporate Social Media Ecosystem

10. Ambition in Action www.sit.nsw.edu.au

11. This is a historicalshift in entertainmentCOMMENTS = CONTENT Which do people value more? An episode of their favorite TV show? Comments on their Facebook Post? Answer: Probably Equal FYI: a TV show costs over $1,000,000 per episode.

12. This is a historicalshift in entertainmentCOMMENTS = CONTENT When you post comments on people’s posts, that gives the same satisfaction to people as a million dollar TV show does. AND – your comment is now content for others to see, and to comment on, which in tern becomes content You postings give people a chance to add a comment that their friends can comment on. This next video explains this historic shift…

13. This video explains a historical shift in entertainmentCOMMENTS = CONTENT http://youtu.be/SgNIIUD_oQg

17. Ambition in Action Harness Influencers www.sit.nsw.edu.au

18. It’s best to get to them in Many Places- this is called “Multiple Touchpoints” Example: Sydney Festival 2010

19. There are hundreds of places on the web to reach your Audience. But today, they all link back to FACEBOOK Ad agencies call this “The Conversation”

20. Engaging with your audience on Facebook will do more than just increase enrolments.

21. Leverage Positive Feedback When students post positive feedback, copy those onto your “About” page.

22. Ambition in Action Social Engagement Online • Does Facebook have rankings like Google does for search? – YES!! • The reward www.sit.nsw.edu.au

23. Ambition in Action Do you have a friend who always shows up in your news feed? They are probably ACTIVE and rank highly. This is where we finally got a high enough FB ranking to have them put our posts in more fans news feeds. www.sit.nsw.edu.au

24. Ambition in Action You can see this is a 3472% increase in # of people reached, over the previous week! Despite the fact there there’s still only a few people “talking” about it. www.sit.nsw.edu.au

25. Ambition in Action Social Engagement Online • Scanning and Strategy • Look at your Competition • What are other schools doing? • Look at Trade Associations • Are they on Facebook? LinkedIn? YouTube? • Look at your Students • Who are the “Liking” on Facebook, LinkedIn, YouTube, Twitter, etc. • Do they like NRL or Dolly Magazine? • Do they like Lady Gaga or Cold Chisel? www.sit.nsw.edu.au

26. Ambition in Action FOLLOW THE 3-to-1 RULE: THREE entertainingor useful posts for every ONE marketing post • Best Practices: www.sit.nsw.edu.au

27. Ambition in Action • What is USEFUL to YOUR audience? • Tell students about job opportunities • Tell employers about great students • Tell everyone about • Trade shows • Seminars • Industry news, etc • Best Practices: www.sit.nsw.edu.au

28. Ambition in Action • What is Entertaining to YOUR audience? • YouTube videos • Articles • Celebrity gossip (relevant to topic) • Photos • Edgy questions • Best Practices: www.sit.nsw.edu.au

29. Ambition in Action • Always be Relevant to YOUR teaching section topic. • What might not be relevant? • Politics • The weather • Personal pet peeves • General news that’s off-topic • Best Practices: www.sit.nsw.edu.au

30. Ambition in Action • Always be Conscientious when posting • What might not be appropriate? • Negative opinions • Language, pix, video that are too “adult” • Mention of other schools or course • Incorrect info, from un-credible sources • Mention of other people’s personal business • Best Practices: www.sit.nsw.edu.au

31. Ambition in Action Always be BRIEF when posting The less you say, the more they see Paragraphs are paralising! • Best Practices: www.sit.nsw.edu.au

32. Ambition in Action • Try to post FROM YOUR PHONE • Events on campus • Events off campus • Seminars • Workshops • Student Works • Photos from your phone • Videos from your phone • Best Practices: www.sit.nsw.edu.au

33. Ambition in Action • Try to cross promote OTHER SECTIONS • Do actual events or projects together • Currently there are collaborations with • Music & Film & Photography • Music & Hospitality • Advertising & Radio • Fashion & Photography & Music • Then SHARE AUDIENCES • Best Practices: www.sit.nsw.edu.au

34. Ambition in Action • Try to SHARE AUDIENCES • make other sections aware of you by • Posting to each other’s FB pages • Job listings, videos, events, news, etc • Post their relevant news to your own page • Film Festival event to music page • Wine Festival to Public Relations page • Best Practices: www.sit.nsw.edu.au

35. Ambition in Action • POSTING vs SHARING • If you post a video from YouTube • That’s great, an easy source of material • Can be specifically what you want • but it does not create a path for people to get to you • And you don’t benefit from their FB ranking, because it’s not from FB • Best Practices: www.sit.nsw.edu.au

36. Ambition in Action • POSTING vs SHARING • If you share a video from someone else’s Facebook Page • That’s still an easy source of material • It creates a path for people to get to you (from the other page) • You can be seen by new audiences • You benefit from their FB ranking, so pick a popular FB page to get videos from • Best Practices: www.sit.nsw.edu.au

37. Ambition in Action • POSTING vs SHARING • So sharing from someone else’s FB Page is better than just posting • Posting is still important for your own original content • Student work, Staff work, Employer work • Student news, Staff news, Employer news • Vids, pix, comments, events, etc • Best Practices: www.sit.nsw.edu.au

38. Ambition in Action • BEING VISIBLE on other Facebook Pages • Does your section has a Facebook page? • Are you an Administrator on it? • RIGHT NOW, log in and “use facebook as” the page • Hands-on Practice: www.sit.nsw.edu.au

39. Ambition in Action • BEING VISIBLE on other Facebook Pages • When you “Use Facebook as” a page • YOU CAN ONLY POST TO PAGES • YOU CANNOT POST TO PROFILES • Hands-on Practice: www.sit.nsw.edu.au

40. Ambition in Action • BEING VISIBLE on other Facebook Pages • Right now, write on a piece of paper, 3 magazines from your industry • One must be for the public • One that’s just for industry • One that’s local • Find their Facebook page • Hands-on Practice: www.sit.nsw.edu.au

41. Ambition in Action • BEING VISIBLE • If you can’t do your ownpost, then COMMENTon their post • Remember , “Comments are Content” • You can reply to otherComments • Hands-on www.sit.nsw.edu.au

42. Ambition in Action • BEING VISIBLE • keep it short & simple • Keep it relevant to theirpost • Don’t post an irrelevantmarketing message • After you post, be sureto “Like” you own post • Hands-on www.sit.nsw.edu.au

43. Ambition in Action • BEING VISIBLE on other Facebook Pages • Right now, write on a piece of paper, 3 magazines from your industry • One must be for the public • One that’s just for industry • One that’s local • Now let’s take 10 minutes to do a post on a the FB page of your industry • If you can’t “Use FB as Page” then sit with someone who can • Hands-on Practice: www.sit.nsw.edu.au

44. Ambition in Action • BEING VISIBLE on other Facebook Pages • POSTING vs SHARING • Now let’s post a video • Then we’ll share a video • Go to YouTube • In the YouTube search bar, type in your section’s subject, like “Accounting” • Then add the words “Funny video” • Hands-on Practice: www.sit.nsw.edu.au

45. Ambition in Action select a video to post, and click “Share” • Hands-on Practice: www.sit.nsw.edu.au

46. Ambition in Action • You can copy the highlighted link to paste into Facebook, • Or you can click the Facebook icon to share it, but if you’re logged in as your personal PROFILE, it will NOT show up on your FacebookPAGE • You can also Tweet it if you’reon Twitter • Hands-on Practice: www.sit.nsw.edu.au

47. Ambition in Action • When you paste thelink into a Facebookpost, wait a bit for the thumbnailto appear • You can also post this as a reply or Comment to a post • You can also post this on Someone Else’s Page! • Hands-on Practice: www.sit.nsw.edu.au

48. Ambition in Action • Once the Thumbnailappears, you can delete the link andwrite a comment • Hands-on Practice: www.sit.nsw.edu.au

49. Ambition in Action • Once the Thumbnailappears, you can delete the link andwrite a comment • Remember, • Short • Questions • Cheeky is good • Never negative • Don’t embarass anyone • Hands-on Practice: www.sit.nsw.edu.au

50. Ambition in Action • You have options, ifyou hover over theupper right corner • Hands-on Practice: www.sit.nsw.edu.au