Social Media Listening and Curation: Amplifying Your Message, Finding your Community

1. So you can tweet; now what? Joining conversations, listening & being generous Susan Tenby, Director of Online Community, Social Media & Partnerships, Caravan Studios: A division of TechSoup @SUZBOOP on Twitter/slideshare @CARAVANSTUDIOS on Twitter NNDEV Tech Summit 2013

2. Susan Tenby, Director of Online Community and Social Media @SUZBOOP on Twitter December 2, 2011 GOAL: Creating Community Evangelists

3. What We Do • Connectwith your community to each other while amplifying the messages and missions of this community Amplify the message of a variety of partners Document and Showcase Curate Map & analyze our network We aim to build community both internally and externally We aim to build community both internally and externally and weave strong networks and weave strong networks • • • •

4. AGENDA… Twitter Listening Sharing Documenting your process & progress Serendipitous Community Building Joining Collaborative Curation Communities Following examples of experts Tag Sniffing So, let’s talk about you for a minute… … not necessarily in that order

5. TERMS USED, ASSUMING FAMILIARITY… • RT = ReTweet • # = Hashtag • MT = Modified Tweet • @ = Reply or addressed to • HT = Hat tip • Cc: = carbon copy (hey you!) • Listening Dashboard = Hootsuite, Netvibes, Tweetdeck

6. CHOOSE YOUR NAME CAREFULLY • Choose FB Page name carefully; it becomes permanent after 100 “likes” • Your name should be a consistent brand across all networks • It shouldn’t be too long, as twitter is only 140 characters • It should be memorable and not easily confused/misspelled • It will become your identity, so be strategic for SEO reasons • Pimp your profile page : keywords and cool photo of you • Twitter name is changeable, but think first

7. Twitter account branding: Think abt it! Carefully name your account & fill out/update your bio with campaign info. Show people! Think about Keywords Best Practices Rules: • 80/20 rule; it’s not all about you • Post daily; schedule updates • Don’t be a marketing robot • Talk with people, not at people • Vary content: text, video, images • Don’t auto-link your Facebook account to your Twitter or your blog • Reciprocate, engage, share

8. TWITTER Share announcements and mentions of you Share announcements and mentions of you Twilerts Google alerts Hootsuite Join the conversation Join the conversation Tweetchats Hashtags Amplify/RT Amplify/RT Find your peeps Find your peeps Keep it real Keep it real _______________ 2- Way Conversation Keeps you current Keeps you as Authority Feedback Loop Spread word abt you COMMUNITY

9. From MS BizSpark Blog: GOALS • • Listen for those who align with goal • Approach and create conversation about common goals • Ask questions that create new understanding about common goals, to find new values or new goals • Include others in the creation of content, mention those who align via social • Distribute, share and listen again Have a goal in mind

10. Ten Golden Rules Ten Golden Rules, …. (ok, 12 actually) 1. Answer yr @replies @mentions and DMs 2. Tweet Twice a day 3. Follow twitter lists in yr area of interest 4. Search Person name + Google = correct @ name 5. RT things of value 6. Give shout-outs/recos using @mentions 7. Ask questions & Answer questions 8. Join a regular tweetchat 9. Connect @name to others & use #hashtags 10.Try to tweet near 120 to encourage sharing 11.Use trackable Link Shorteners like bit.ly 12. Share personal info, to show humanity

11. USE TWITTER TO JOIN CONVERSATION & MEET PEOPLE • Let them know you’re listening by @mentions • Listen via lists & dashboards • Broaden conversation via #hashtags • Always give link to amplify • Respond to people • Follow up, post-event • Find leaders & interact • When possible, meet in … PERSON!

12. WHOM DO I FOLLOW? STRATEGIC FOLLOWER BASE Start looking at Twitter Lists of your followers Subscribe to them Create yr own public lists Track who subscribes to them… They are yr superfans.

13. Follow accounts that will help you find people like you https://twitter.com/caravanstudios/dv-agencies 1. Look at who’s listed on the twitter lists 2. Tweet at them. 3. Join tweetchats. 4. Follow them 5. Find influencers, connect with them, have them notice you 6. Follow lists & others & tweet @ them 7. Create lists & tweet abt them

14. GET LISTED: TWITTER LISTS

15. Even better if they are influential! Make it easy for them (120 chars)

16. Not overly self-promotional good balance of pointing to others balanced tone/ humor Elegant promotion of work What makes this good?

17. Engaging lead-in w/question Sent from hootsuite NOTE: 9 RT, 7 Faves Make it a conversation, not a sales pitch What makes this good?

19. Why do they suck?

21. Don’t Tweet Like CHER CHER. • • Don’t tweet like Cher Don’t make up #uselesshashtags Don’t spam via DM Don’t call yourself a rockstar or guru Don’t put an emoticon or exclamation mark after every tweet Don’t be self-referential in all your tweets Track click-thru using Bit.ly & do what works If yr going to RT something, READ IT first No need to sign yr tweets! • • • • • • •

22. KEEP IT OPEN, LIVELY, PERSONAL • Find your network • Engage with them • BE RESPONSIVE • Keep it fresh • Exclusive value • Showcase images well • Connect by tagging • Hold campaigns • Link back to yr blog

23. USING SOCIAL MEDIA TO CONNECT AND ALSO TO: •promote themselves and their work by announcing opportunity for audiences to engage with yr work •Documenting the inside story: a "virtual studio" via Pinterest where visitors can see what they are looking at and thinking about (the images, films, music, etc that informs their sensibilities and (directly / indirectly) influences their work

24. Clearly drive ppl to yr blog & give them a way to opt-in/subscribe and share on every page Don’t be overly self-promotional Keep balance of life, observations, responses & amplification

25. Turn off location if safety is an issue • These are default set to OFF

26. • • • • • • • • • • • • • Exclusive content only available via social Don’t be overly self-promotional Provide “backstage” access experience to you Engage with your fans/followers Make Sharing easy so your fans can help you spread the word Use integrated tools, for a variety of presences on social graph Run campaigns and contests Don’t auto-feed to a tool Provide an easy way to subscribe to your work Showcase and document your process and inspiration Engage in controversy Listen to verticals via hashtags & dashboards Be Enchanting, as Guy Kawasaki says.

27. Social: What to do & what NOT to do • DO find a third party listening dashboard tool that you like such as NetVibes DO subscribe to Alerts about relevant topics DO tag strategically, redundantly across many channels DO track your progress using social analytics tools that help you track success Don’t delete or Ignore negative feedback, address it Don’t use your friends and followers for their networks Don’t only broadcast about your org, share stories & respond Don’t be a control freak: guide conversations Don’t just expect someone will run your SM channels, designate someone! • • • • • • • •

28. Now it’s time to talk TOOLS

29. How can you tell if they’re clicking? Bit.ly • Bit.ly Customize, re-use & track

30. 1. 2. 3. 4. Find APPROPRIATE HASHTAGS Set in your account info Monitor lists Engage in the channels Listening Listening: While your top-down strategy is creating awareness, the content and conversation help people make decisions together. You need to hear those conversations. Market yourself as a brand. Pick a short/consistent username -- Don’t forget your brand permutations Make yr brand a hashtag (for ex #CHEN)

31. Commun.it vs. Social Bro

32. Social Bro

33. All this plus you can search your follower base!

34. Use TAGS to serendipitously search for your peeps • • • • • • Look for others using a tag you choose Find what else those people bookmarked Find other relevant tags Packrati.us = Twitter + Delicious (you tweet, it bookmarks automatically) Share your resources via social media If you’re listening, you can learn new tags on twitter & search other networks too

35. #DV #DomesticViolence #violence #VAW #techsummit13 Hashtags? Research and find tags from many communities related to your field Participate in conversations that help you engage new audiences and strengthen your authority positions Use tags to organize Information & grow diverse conversations http://twubs.com/ http://wthashtag.com/

36. OPTIMIZING SHARING IS THE POINT! Create a list of friendly tweeters to DM & help u spread word Use hashtags to broaden yr audience • You can tag people, places, and pages in anything you share. You can also tag people in the text of FB posts or comments by using the @ symbol before typing Make Facebook sharing easy and configurable for yr fans • Social sharing not only after purchase, but also by anyone • Spend time; look at how each share is displayed in each network • Use local language of each tool (no tweet-speak on FB) • Make tweets/URL short enough to have others RT and MT • Configure Tweetthis module to @mention yr org, not the tool’s name • • •

37. A few good Dashboards: Use for listening, NOT Broadcasting

38. Hootsuite Pros: •Good for listening, include tags, common misspellings, lists/groups •Allows us to follow multiple streams across many social media sites, creating specialized campaign and search tabs for various projects, events and organizations •Paid version gives downloadable reports for ROI information Cons: • Free version won’t allow for multiple accounts or multiple users

39. TWEETDECK Pros: •Very easy to start on •Chrome Browser Extension •Free version is enough Cons: • Not as good for listening to tags

41. Combine images, YouTube, Tweets into a publishable story

42. Curate, Point to others, Save bookmarks & Share Don’t ever be afraid of having nothing to say: you can always Curate! Delicious & Packrati.us Use Scoop.It to help you find topical, relevant, reusable content Share it and content from others When in doubt, ReTweet and be generous with @replies • • • • •

43. Find your own secret sauce • Make sure you are actually IN all the channels you choose • Don’t auto-feed into them • Embed complementary tools

44. Create your own combination Figure out what your needs are, use a combination of tools Don’t forget about mobile tweeting (Tweetdeck for multiple accounts, channels mobile interface) Many mobile clients have pic uploader installed in the app Figure out a workflow that isn’t confusing to avoid Freudian tweets When you don’t have anything to say: Curate, ReTweet, reply to conversations using hashtags and Share widely Think more about RETWEETS & amplification than followers • • • • • Freudian tweets •

45. Who’s talking about you & what hashtags & FOLLOW!

47. Collaboration via community curation Make your work easy to share See who favorites/shares Find and follow them They are yr network

48. Timing and Investment Needed Blogs: 1-4 hours per post Twitter: 5-30 minutes a day Facebook: 5-30 minutes a day LinkedIn: 15-30 minutes, weekly Listservs: 30 minutes weekly Other Groups: 30 minutes weekly Photo Uploads: 15 minutes weekly Videos: 2-4 hours a week Curation: 1 hour a week Total Average Social Media Time: 90 minutes per day 11 hours per week

49. Who has the time? 1. Respond to @mentions 2. Respond to DMs 3. RT someone 5 mins 1. Look for sharable content 2. Reach out to new tweeps 3. Answer a question, amplify it. 1. Search & Follow 5 new ppl in yr area of interest 2. Invite a tweep to coffee 3. Live-tweet an event 4. Find & use 5 new hashtags 5. Write a blog post & tweet link 6. Join a tweetchat 7. Run a tweetchat! 2 0 40 mins – 1 hour m i n s

50. • Upload a new image to your Facebook fan page and respond to comments on your page. • Comment on Facebook pages where you want to be noticed (e.g. galleries, niche markets, and museums). • Remember to comment as your page on other pages. • Add an event or campaign to your page. • Comment on someone else’s blog. • Respond to comments on your blog. • Recommend someone on LinkedIn and leave a recommendation on a business page on Facebook. • Send one tweet and retweet two others from your Twitter stream. • Find a new hashtag to listen to • Post-date three tweets using HootSuite or TweetDeck. • Organize FB photo albums