Social Media Management
Using social media tools to promote, and monitor brands, products and online identity. Delivered by Helen Baxter of Mohawk Media.
1. Published by Helen Baxter, Mohawk Media, NZ under a Creative Commons, Attribution-Noncommercial-Share Alike (BY-NC-SA) License. You can share, remix and republish this work for non commercial use, as long as you give attribution and publish using the same CC license.
2. Case Studies & Resources
2.1. Social Media Stars
2.1.1. Tweet This Book
2.1.1.1. Pay with a Tweet
2.1.1.2. Vaughn Davis
2.1.1.3. Advertising is a wall - social is a window
2.1.2. @giapo
2.1.2.1. Giapo Gelato, Queen's Street Auckland
2.1.2.2. Celebrity flavours
2.1.2.3. Tweetups
2.1.2.4. In store
2.1.2.4.1. Tweetstreams on LCD screen
2.1.2.4.2. Make a 20 second video for You Tube
2.1.2.5. Give giapo your organic fruit
2.1.2.5.1. Get gelato back
2.1.2.6. Media Streams
2.1.2.6.1. Giapo Facebook page
2.1.2.6.2. twitter.com/giapo
2.1.2.6.3. Mad about Giapo
2.1.2.6.4. Personal Blog
2.1.2.6.5. You Tube: The Giapo Way
2.1.2.7. Brand: Heart. Healthy, responsive, local, friendly, charitable, passionate
2.1.3. @thewinevault
2.1.3.1. The Wine Vault
2.1.3.2. twitter.com/thewinevault
2.1.3.3. Facebook Wine Vault page
2.1.3.4. Wine Vault TV
2.1.3.4.1. 7,000 views a week
2.1.3.4.2. You Tube
2.1.3.5. Wine Marketing Blog
2.1.4. ASB Facebook branch
2.1.5. 10 Experts reveal their secrets
2.2. Links & Guides
2.2.1. Social Media Guide
2.2.2. The essential guide to Social Media
2.2.3. Read Write Web
2.2.4. Mashable
2.2.4.1. Social Media News & web tips
2.2.4.2. http://twitter.com/#!/mashable
2.2.5. Socialnomics
2.2.6. Diigo: Web 2.0 Tools
2.2.7. Make Marketing Work
2.3. NZ Media on Twitter
3. Media Monitoring & Management
3.1. Google Alerts
3.1.1. Track keywords in new, blogs, web, video, groups
3.1.2. Exercise: Set up Google Alerts
3.2. Twitter Hash tags
3.3. New Search tools
3.4. Influence Measurement
3.4.1. Klout
3.4.2. PeerIndex
3.4.3. Empire Avenue
3.5. Cross Posting
3.5.1. Tiksoo
3.5.2. Pixelpipe
3.5.2.1. mobile publishing
3.6. Social Mention
3.7. Hootsuite
3.7.1. Cross posting
3.7.2. Post to multiple twitter, Facebook & linked in accounts
3.7.3. Track hashtags
3.7.4. Exercise: Set up Hootsuite account
3.7.5. Set up Autopublish to Twitter from RSS in Hootsuite
4. Social Media Networks
4.1. Work your social networks
4.1.1. 33 Million People in the Room
4.2. Twitter
4.2.1. Two way info flow
4.2.2. Follow your heroes
4.2.3. track #hashtags
4.2.4. Twitter tips
4.2.4.1. Add an avatar image & bio
4.2.4.2. Send a tweet
4.2.4.3. Follow people you know
4.2.4.4. Follow your heroes
4.2.4.5. How to set up a Twitter page, profile, lists
4.2.4.5.1. Tutorial Video
4.2.4.6. How to get the most out of your 140 characters
4.2.4.7. Short URLs
4.2.4.7.1. Bit.ly
4.2.4.7.2. Shorten, share, measure
4.2.5. Twitter Apps
4.2.5.1. Twibbon Campaigns
4.2.5.2. Events - Twijector
4.2.5.3. Topsy Measurement
4.2.5.4. Twitter lists
4.2.5.4.1. hashtags
4.2.5.5. Tweriod - when to tweet?
4.2.5.6. Pay with a Tweet
4.2.5.7. Qwitter
4.2.5.8. Retweets
4.3. Facebook
4.3.1. Groups v Pages
4.3.2. Events
4.3.2.1. How to organise an event on Facebook
4.3.3. Manage Privacy settings!
4.3.3.1. Stay current
4.4. Linked In
4.4.1. Business networks
4.4.2. Ask questions, join groups, professional profile - CV
4.4.3. Ten ways to use Linked In
4.4.4. Linked In learning centre
4.4.5. How to use Linked In
4.4.6. Superguide to Linked In
4.4.7. Add Helen Baxter: Linked in studio@mohawkmedia.co.nz
5. Strategy
5.1. Social Strategy
5.1.1. Define
5.1.1.1. Why?
5.1.1.1.1. What is your motivation?
5.1.1.1.2. Digital word of mouth
5.1.1.1.3. Markets are conversations
5.1.1.1.4. Listen and learn
5.1.1.2. Who?
5.1.1.2.1. Who are you trying to reach?
5.1.1.2.2. Go where the eyeballs are
5.1.1.2.3. Need support from the top
5.1.1.3. Where?
5.1.1.3.1. What channels will you focus on?
5.1.1.4. What?
5.1.1.4.1. Not just about selling or PR
5.1.1.4.2. What do you want to communicate
5.1.1.4.3. Is it aligned with your business strategy?
5.1.1.5. How?
5.1.1.5.1. How will you know if your plan is working?
5.1.1.5.2. Embrace transparency
5.1.1.5.3. Welcome feedback & engage
5.1.1.6. When?
5.1.1.6.1. When will you start?
5.1.1.6.2. When will you manage your networks?
5.1.1.6.3. How much time can you spend?
5.1.1.6.4. It will take time to get results
5.2. Content Strategy
5.2.1. Define tone, content, time, regularity and tags
5.2.2. Start with desired outcomes and work backwards
5.2.3. Active engagement over numbers
5.2.4. Answer questions - be an expert
5.2.5. "Light lots of little fires"
5.2.6. Grow a large digital footprint
5.2.6.1. Focus on one brand
5.2.6.2. Track your feedback
5.2.6.3. Manage your brand
5.2.6.4. Brands take to time to grow
5.2.6.5. Tagging & metadata
5.2.6.5.1. Tags & the Semantic Web
5.2.6.5.2. blogs, you tube, #twitter
5.2.6.6. Goodwill & reputation
5.2.6.6.1. Intangible assets
6. Your domain.co.nz
6.1. Whois?
6.2. .co.nz - $30 p.a.
7. Mindmap address
7.1. http://www.mindmeister.com/96592171
8. Presenter
8.1. Helen Baxter, Mohawk Media
8.2. Linked In: http://www.linkedin.com/in/helenbaxter
8.3. studio@mohawkmedia.co.nz
8.4. Mohawk Media
8.4.1. twitter.com/mohawkmedia
8.4.2. People In Your Neighbourhood
8.4.3. Digital NZ
8.4.4. Creative Commons NZ
8.5. MsBehaviour
8.5.1. DJ / VJ / Creative ID
8.5.2. The MsBehaviour Files
8.5.3. twitter.com/theg33kshow
8.5.4. Makertorium TV
9. Branding & Identity
9.1. Online ID, Brand, Username, Tag
9.2. Namechk
9.3. Check Search engines
9.3.1. Google
9.3.2. Bing
9.3.3. Dogpile
9.4. Check Companies House
9.5. NZ Trademark?
9.5.1. $100 + GST
9.5.2. Protects name & logo in NZ
9.5.3. Need to register Trademark in every territory
9.5.4. Own your Identity before someone else does
10. Social Media
10.1. Social Media Revolution
10.2. old media is one way
10.2.1. read
10.2.2. listen
10.2.3. watch
10.3. social media is two way
10.3.1. read & comment
10.3.2. watch & tweet
10.4. transparent
10.5. open information access
10.6. collaboration
10.7. participation
10.8. crowdsourcing
10.9. engagement
10.10. Activities
10.10.1. PR
10.10.2. Customer service
10.10.3. Collaboration
10.10.4. Networking
10.10.5. Learning
10.10.6. Marketing