Social Media Masterclass

1. Social Media Masterclass Phil Blything

3. Background

4. Context • Rise of Digital • Ubiquitous broadband – “Always On” • Search empowered users • Decline of newspaper and print media • Entry of Gen X, Y, Z • Google £26bn / year • Declining offline ad revenue

5. What does all that mean?

6. We’re wired • We’re empowered • We’re managing bigger social networks • We can “push” or “pull” information • Information “wants” to be free

8. Facebook

10. The story... • Facemash – Hot & Not, Dumped! • Zuckerberg hacks Harvard • Half of Harvard registered within a month • Hired Help • Growth through Universities, Schools • Opened to anyone over 13 • VC Funding - $0.5m, 12.7m, 27.5m • News Corp buys Myspace for $580m • ConnectU Lawsuit - $61m • Facebook Valued at £5bn • September 2009 “Cash flow positive” • Zuckerberg net worth $2bn “I'm a little intoxicated, not gonna lie. So what if it's not even 10 p.m. and it's a Tuesday night? What? The Kirkland [dorm] facebook is open on my desktop and some of these people have pretty horrendous facebook pics. I almost want to put some of these faces next to pictures of farm animals and have people vote on which is more attractive. —9:48 pm Yea, it's on. I'm not exactly sure how the farm animals are going to fit into this whole thing (you can't really ever be sure with farm animals . . .), but I like the idea of comparing two people together. ” —11:09 pm Let the hacking begin. —12:58 am Mark Zuckerberg - October 28, 2003

11. Facebook is big • 500m + active users • 50% log on in any given day • Fastest growth is 35 years and older • More than 8 billion mins spent on Facebook each day • More than 45 million status updates each day • More than 2 billion photos uploaded to the site each month • More than 14 million videos uploaded each month • More than 3 million events created each month

12. Facebook in a Business Context • Growing your network • Managing your network • Building relationships • Research & Intelligence • PR and Promotions • Viral Marketing • Generating Web Traffic • Managing Events

13. Dual role / Risks

14. Managing Risk • Don't post anything you wouldn't say loudly in a crowded networking situation • Remove comments posted by others which could cause risk • Consider raising your privacy settings • Be careful with the information you disclose • Be considerate of others • Be careful about mixing business with pleasure!

15. Principles / Tips • Decide whether it’s right for you • Get a strategy • Know your objectives • Set limits • Remember, you’re in public! • Build relationships • Use the newsfeed but don't spam it

16. Practical How-To

17. Main Features • The Profile Page • The Newsfeed • Status Updates • Friends

19. Groups http://www.wikihow.com/Create-a-New-Facebook-Group http://www.facebook.com/groups/create.php • Opt In • 500 Friend Cap • Send emails to members • Ability to administer members • Extension of admins personal actions • Groups cannot host applications • Can create events • Not Indexed by search engines

20. Pages http://www.facebook.com/advertising/?pages http://www.facebook.com/pages/create.php • Fan Pages • Suited to brands / businesses / celebs • Asymmetric • No upper limit on fans • Updates rather than email • Very similar to profiles • Pages can host application • Can create events • Indexed by search engines

21. Events http://www.facebook.com/help.php?page=828 • Open, Closed and Secret • Good for managing bookings • Good for promoting virally • Doesn't support recurring events • Doesn't support ticket sales (*eventbrite)

22. Ad System • Precise demographic control • Very good for local targeting • Attach social actions to ads • Pay Per Click or Per Impression • Real Time Reporting

23. Apps / Applications http://www.facebook.com/apps/directory.php • Over 350,000 Active applications • Majority are “Just for Fun” • Spread virally • +ve or –ve brand impact

24. Case Studies

25. Sophie Green - Artist • Be clear about your goal • Be careful not to waste time • Drive awareness • Useful tools • Stay on message • Always link • Join groups and be sociable! www.sophie-green.com/

26. David Parrish- Business Advisor • Focus • Avoid negative PR • Brand vs Person • Cross Promotion • Useful Content • Little and Often • Passion www.davidparrish.comwww.creative-enterprise-network.comwww.tss-networks.com

27. Analytics Sophie-green.com – Traffic from Facebook

28. LinkedIN

29. The story... • LinkedIn founded ’02 by Reid Hoffman • Sequoia invest $4.7m • First premium service, LinkedIn Jobs Launches • Subscription service launched • Cash positive • 1m Members, Oct ’07 • London office launched • LinkedIn en Espanol • VC Funding 4.7m 10m 12.8m 53m 22.7m (103m) • 50m members “before you turn 25, your social needs tend to be in the foreground. You want to be cool, express yourself, focus on your friends. I am in my late 30s. I am married and have two kids. My social needs aren't that great. My professional needs are in the foreground. ” Konstantin Guerike LinkedIn Co Founder

30. LinkedIn is the Business • Designed for business • Purely business networking • Very responsive • Based on professional credibility • Relatively high signal to noise ratio

31. LinkedIn – Business Uses • Growing your network • Managing your network • Building your profile and credibility • Building relationships • Research & Intelligence • Business Development • Generating Web Traffic • Managing Events • Jobhunting • Recruiting

32. Managing Risk • Don't post anything you wouldn't say loudly in a crowded networking situation • Be careful with the information you disclose • Be considerate of others • Be careful about mixing business with pleasure! • Remember, it all gets indexed! • Few privacy settings

33. Principles / Tips • Decide whether it’s right for you • Get a strategy • Know your objectives • Set limits • Remember, you’re in public! • Build relationships • Explore and contribute to groups

34. Practical How-To

35. www.linkedin.com

36. Main Features • The Profile Page • The Newsfeed • Contacts / Connections • Applications • Groups • Answers • Events

38. Updating your Profile

39. Updating your Profile

40. Groups • Easy and quick to setup • Take time to maintain • This is where the interaction happens • Discussions • Digest email • You get out what you put in

41. Groups – creating a group

42. Groups – my groups

43. Groups - settings

44. Groups – email digest

45. Searching – advanced search

46. Searching – find job role

47. Searching – get introduced

48. Jobs– searching

49. Jobs– advertising

50. Contacts & Connections