tcuk2011 - how can social media work for you
DESCRIPTION
Presented at the Technical Communications UK conference in 2011, talking about how the lessons of successful social media in music can be passed across to a technical environment.TRANSCRIPT
How can Social Media work for you?
Lee MullinAutodesk and Crystal Ship Recorders
Who Am I?
• 2 alter-ego’s
• Autodesk Support
– Navisworks
• Record Label Boss
– Crystal Ship Recorders
– Promoter
– DJ
How I use Social Media
• 2 Facebook Accounts
– 8 ‘Pages’
• 4 Twitter Accounts
• 6 Youtube Channels
• 4 Myspace Accounts
• 1 LinkedIn Account
Social Media Stats
• Facebook - 640,000,000+ users Worldwide
• Twitter - 175,000,000+ users Worldwide
• LinkedIn - 100,000,000+ users Worldwide
• Google+ - 25,000,000+ users Worldwide
• Youtube – 3 billion views per day
Who do you want to reach
• New customers or existing ones?
• Why would they want to hear from you
• Why can’t they get this info elsewhere
Who does Social Media well?
Lady Gaga Effect
Stats
• Facebook43,000,000 ‘likes’
• Twitter13,000,000 followers
• Career Album Sales13,000,000+
What does Lady Gaga do?
• Provides exciting content
–Music videos
– Surprising Pictures
• Creates Debate
– Saying Controversial Things
– Doing Crazy Things
Pixies Effect
Stats
• Facebook830,000 ‘likes’
• Twitter40,000 followers
• Career Album Sales2,000,000+
What do The Pixies do?
• Provides exciting content
– Reusing older content
• Videos
• Music
• Creates debate
– Shares links to surveys, polls
Autodesk Effect
Stats
• Facebook800,000 ‘likes’
• Twitter40,000 followers
• Career Album Sales2,000,000+
What does Autodesk do?
• Provides exciting content
– Video Tutorials
– Blog Posts
• Creates debate
– Asks questions
– Link back to forums
How can you get the Gaga effect
Help files in a meat dress?
Say something crazy?
This is NOT real
What should you do?
• Post lots of content, old and new• Don't be afraid of reposting• Create conversations• Respond to conversations• Allow organic growth• Be involved
Length of a link
• Twitter – a couple of hours• Facebook – up to half a day• LinkedIn – Up to a couple of weeks• Youtube – from a few hours to weeks• Google+ - A couple of days• Yammer etc – depends on the group
All dependent on the quality of content
What should you NOT do
Don’t do it alone
• Unless you’re Google or Apple, who is going to follow multiple accounts for your brand?
• Combine messages
• Unify your goals, repurpose content
Quality not quantity
Don’t post on the wrong account
If you represent your brand
Be a brand ambassador
Once it’s out, you can’t take it down
Spelling mistakes, language, bad taste jokes are all out in the public
Consider your tone carefully
Be honest about who you are
Everyone's an expert
Don't pay an 'expert'Plenty on the internetPart of an overall marketing plan
Handy Tools
• Klout
• Hootsuite
• Tweetdeck
• MultiMi
• Plenty more available, check reviews
Stay aware of updates
• There's constant changes• Take advantage of new features
Internet Evolution
• Web 1.0 – Building Blocks• Web 2.0 – Everyone joins in• Web 3.0 – The Next Step
Web 1.0
• Static Content
– 1 way content
– Take it or leave it
Web 2.0
• Interactive communication
– Forums
– Social media
Web 3.0
• Artificial Intelligence
• Personalisation
• If you’re already behind now...
14/09/11
Q & A
14/09/11