1. Baku social media seminar – day 2
June 27, 2012

2. Agenda for today:
11.30 – 12.30 10 social media cases
12.30 – 13.15 Present your cases
13.15 – 14 Lunch
14 – 15 Tools for tracking and monitoring
15 – 15.15 Coffee break
15.15 – 16.15 Play with tools
16.15 – 17 Talk about experiences with tools
17 - Evaluation and Podio

3. 1

4. Becoming part of the conversation with a blog

5. How does blogging work?
• It gives you a voice in the social media
• Strong point of view (makes people come
back)
• Participate in the conversation on other
blogs, twitter and forums
• Share your blog in the conversation on your
subject
• Make it easy to share your content
• Update often (Search engines like this)
• Tell interesting stories and use video and
pictures

6. 2

8. Why is UNHCR a succes?
• Because they have become the hub
of the conversation about refugees
• They post interesting content from
UNHCR
• AND they are a distribution point for
other interesting content in relation
to refugees
• If you work with refugees you HAVE
to follow UNHCR

9. How does Twitter work?
• It is a distribution channel for your
messages and content
• You must offer something interesting to
be followed
• It is an inspiration channel where you
can listen in
• It is a network channel were you can
meet people
• It is a conversation platform where you
can become part of the conversation on
your subject

10. 3

11. Cancerforum.dk – becoming a hub for the conversation

12. The facts
• Online community for cancer patients
and relatives
• Hosted by the Danish Cancer
Association
• Works as a closed off Facebook for
cancer patients
• Offers:
– Personal profiles
– Discussion groups
– Find other members with similar diagnoses

13. Non-professionals
create products
Caring, support and non-
professional advice
Physical Digital
economy Economy
Only professionals
create products

14. When should you build you own platform?
• When users are unwilling to use open
platforms
• When there are legal limitiations on an open
forum
• When there is no one else or if the existing
solution is mediocre
• When you can see a potential for creating a
conversation:
– High involvement subject
– Potentially dedicated users
– Users are digitally capable
• When you are ready to commit the
ressources and time

15. 4

16. http://www.youtube.com/watch?v=Y4MnpzG5Sqc

18. Why does it work?
• NOT just because of the video
• They build a movement and THEN they
launched the video
• It took seven years before the video
broke through
• They tell a simple story (some would
say too simple)
• They make it easy to get involved
• They make it easy to share content
(online and offline)

19. 5

23. Why did it work?
• Involved their fans from the beginning
• Completely transparent about everything – everything
was shared
• Used many different social media channels
– Website
– Blog
– Twitter
– Facebook
– Specialized movie networks
• Unique (crazy) story
• Unshamefully asked their fans for help
• Involved fans with crowd funding and user creation of
content

24. 6

25. Facebook success – Light in Africa

26. Why does it work?
• Electricity is low involvement, but
helping other people is not (at least for
some)
• Some people like to show their friends
that they care about the world
• It is easy to act: Just add 25 friends
• You make a difference when you add
friends
• When people become involved they
automatically communicate the project

27. 7

28. Social media as collaboration tools

30. Why does it work?
• Social media create a closer
connection between students
• Blogs, skype, Facebook are cheap
• It is easy to get started
• The participants are familiar with the
tools

31. 8

33. Non-professionals
create products
On the ground news from
places in the world that are
often ignored in
mainstream media
Physical Digital
economy Economy
Only professionals
create products

34. Why does it work?
• It gives content creators a platform
• It acknowledges non-professionals as
equals to the professionals
• There was no one else doing it
• They have become a hub (a go to
point) for alternative knowledge about
the world
• It has become anchored in the physical
world with conferences and events

35. 9

36. Danish Church Aid – creating a new involving product

37. Why does it work?
• It creates a new product which is
involving
• It uses the language of the social
medium (gift giving)
• The product advertises itself – when
people buy the product, they advertise
the product
• It makes it easy to get involved
• It gives people a way to build their
identity (as caring givers)

38. 10

39. Danish Church Aid – Creating a
transparent organization

40. Youtube
Facebook Twitter
Youtube
Asia Twitter
Blog
project
Africa
People interested in the project
subjects of DCA Facebook

Interest in subject Blog
•Africa DCA
•Asia website
•Tsunami
•Etc
Tsunami Youtube
project
Twitter Facebook
Blog
13-11-2012 40

41. Decentrally created content
Decentrally created content
Centrally created Centrally
content created
content
13-11-2012 41

42. Why does it work?
• The people working in the field are
young and used to social media
updating
• It creates a more genuine image of the
organization
• People identify with real people – not
with messages
• It creates more content
• Ultimately it creates a link between the
money you have donated and the
activities in the field.

43. Coffee break

44. Group work
• Find cases from your specific line of
work. Competitors, partners, others.
• What are the good cases, what are
the bad cases?
• Why does it work? Why doesn’t it
work?
• Prepare a quick presentation for all
of us explaining the above

45. Google Translate:
• Iş üçün xüsusi xəttindən hallarda
tapın. Rəqiblər, tərəfdaşlar, s.
• Yaxşı işlər hansılardır, pis hallar
hansılardır?
• Nə istəyir? Niyə işləmir?
• Yuxarıda izah hamımız üçün tez
təqdimat hazırlamaq

46. Group discussion

47. Lunch break

48. Listening to the social media

49. The challenge!

51. Why should you listen?
• To get smarter (gain knowledge)
• Be on the forefront on your topic
• To know what people are saying about
you or your organization
• To gauge sentiments (quantitative or
qualitative)
• To be able to reply when people talk
about you or something relevant
• To get to know people (networking)

52. The tools

53. 1
Twitter
The whole world at your finger tips

54. www.twitter.com

55. A listening strategy for Twitter
• Start a personal or organization profile
• On Twitter people are your access to
knowledge and networks
• Find people that are interesting and follow
them. If you don’t know people, search for
relevant subjects and see who is talking
• Start Tweeting to attract more people
(people tend to find you if you write about
the right things)
• Create lists for different topics
• Search for keywords (#) and save them for
later.

56. 2
Technorati
All the blogs in the world

57. www.technorati.com

58. How to use Technorati
• Technorati is a blog search engine
• Use it to find relevant blogs within
your area
• Search for relevant keywords and
locate blogs
• Select interesting blogs
• Save them for later (using one of the
following tools)

59. 3
Netvibes
Keep track of your blog feeds

60. www.netvibes.com

61. How to use Netvibes
• Netvibes is an RSS reader
• RSS is ”Really Simple Syndication”
• Find interesting blogs (or other RSS
feeds)
• Add them to Netvibes
• Organize Netvibes in meaningful
categories

62. Alternatives
http://web.appstorm.net/roundups/top-10-web-based-rss-readers/

63. 4
Google Alerts
Be alert when something happens

64. http://www.google.com/alerts

66. How to use Google Alerts
• Very simple!
• Set up searches
• Wait for emails

67. 5
Socialmention
Know when people are talking about you

68. http://socialmention.com/

69. How to use Socialmention
• It is free
• Very simple!
• Search for your key word or phrase
• Refine searches
• See sentiments and top keywords
• Limits:
– You cannot save a personal profile
– It does not search in everything

70. Alternatives
Trackur.com – not free Radian6.com– Market leader
but fairly cheap and VERY expensive
Ubervu.com – Also a
big player and pretty
expensive

71. 6
Hootsuite
The social media war room

72. www.hootsuite.com

73. How to use Hootsuite
• Keep track of all of your social network
profiles and pages
• Post to all of your social network
profiles and pages
• Schedule posts to social networks
• Manage several employees
• Get statistics of your acitivities in social
networks
• Freemium model: You get a lot for free,
but have to pay when you get bigger

74. Alternatives
Free – mostly focused
on Twitter, but also
includes Facebook
www.tweetdeck.com

75. 7
Google analytics
Track your own websites and blogs

76. www.google.com/analytics

77. How to use Google Analytics
• Use it to track everything you build yourself:
– Websites
– Blogs
– Mobile pages
• It is free AND also one of the best tracking tools in the
world
• You need to add a piece of code to your website (a
little technical, but not very!)
• It can basically track everything, but most
importantly:
– The amount of your traffic
– The sources of your traffic
– Search words coming to your site
– Countries of your traffic

78. 8
Klout
Meassure your influence in one number

79. www.klout.com

80. How to use Klout
• Create profile and link it with all of your
social networks
• Twitter is most important
• See your own status and compare with
others in your network
• Use it to improve yourself and pace
your social media activities
• Use it to find other influencers and
expand your network
• Find interesting content

81. Group work
• Try out the tools that you find
relevant for your work
• Create profiles set up searches etc.

82. Group discussion
• Tell the entire group about your
experiences
• What was good
• What was easy
• What was difficult
• What would you recommend to
others

83. peter@petersvarre.dk
www.linkedin.com/in/petersvarre
www.facebook.com/petersvarre
www.twitter.com/petersvarre
www.slideshare.net/petersvarre
www.youtube.com/petersvarre
www.foursquare.com/user/petersvarre
www.kommunikationsforum.dk/peter-svarre