Whether you’re launching the next Instagram or opening the next Dabbous, we’ll take you through a crash course in how to harness social to grow your business, no matter if it’s made of bits or bricks. In this workshop we'll focus on growth, measurement, and getting beyond the basics. 1. How to harness social to grow your business 2. How to test out your proposition and messaging 3. What to measure, when, and why 4. Common pitfalls, and how to avoid them Jemima is a Social Media Strategist (and ex-SEO) working with Tech, Luxury, Charity, and Alcohol brands, as well as a few that are still twinkles in their founders' eyes. Tom is a Data Analyst with experience in Travel, Government, Fashion, and Telecoms; he's an advisor to an early-stage mobile startup.

1. A Social Media Crash Course
from @_jemima and @tomszekeres
Monday, 22 April 13

2. Tom Szekeres | @tomszekeres
Data Analyst with experience in Travel, Government,
Fashion, and Telcos; advisor to an early-stage mobile
photo-sharing startup.
Jemima Garthwaite | @_jemima
Social Media Strategist working with Tech, Luxury,
Charity, and Alcohol brands, plus a few that are still
twinkles in their founders' eyes.
Who are we?
Monday, 22 April 13

3. @_jemima | @tomszekeres | bit.ly/socialcrash
Before we begin
Write down this link: bit.ly/socialcrash
When you see a number (e.g [23]) in the presentation, just append it to the
above, and you’ll be taken to the full URL.
So for [09], the link is bit.ly/socialcrash09
Monday, 22 April 13

4. A Social Media Crash CourseSocial Media for Start-ups
by @_jemima and @tomszekeres
Monday, 22 April 13

5. @_jemima | @tomszekeres | bit.ly/socialcrash
What is this all about then?
Social Off piste
This talk
2013
(not 2010)
Start-ups
(through their eyes)
Monday, 22 April 13

6. Always trying to drive from shared
spaces to owned spaces
Repetitive and unimaginative
engagement techniques
Over-reliance on competitions and
incentivised engagement
Bad habits die hard
Monday, 22 April 13

7. We can give you an OPML list
with only the good stuff
(and none of the nonsense).
They keep changing!
Every week, a torrent of things
that may or may not matter to
your business.
Things have changed
30
Monday, 22 April 13

8. Blogs and RSS are on the wain
Monday, 22 April 13

9. How the average hour of internet
use looks today - April 2013
Visits to Social Media and Forums overtook
Entertainment sites in 2011
For many, social media is the web
Monday, 22 April 13

10. Social media is an addiction
Social Media increases levels of
oxytocin in the blood. After just 10
minutes on Twitter, levels can rise up to
150% (significantly more than a groom
at a wedding).
Oxytocin levels are linked to
characteristics such as empathy,
generosity, and trust.
"A Facebook user who uses the site multiple
times per day is 43% more likely than other
Internet users and more than three times as
likely as non-Internet users to feel that most
people can be trusted."
01
Monday, 22 April 13

11. Build > Launch > Optimise
Monday, 22 April 13

12. Who are you?
Who are your audience?
Monday, 22 April 13

13. Where are your audience?
Monday, 22 April 13

14. Demonstrate expertise?Own your search page? Set up a landing page or blog?
What do you want to do?
Monday, 22 April 13

15. 18
Monday, 22 April 13

16. Choose your networks
Monday, 22 April 13

17. Claim your profiles
• Check if your name is available
• Sign up to Twitter First
• Use Twitter to create other
accounts where possible
• Facebook Page comes later
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Monday, 22 April 13

18. Design Once
• Bio
Keep it to 140 characters, save it once, roll-out
everywhere.
• Link
Make sure you’ve got a landing page, and then link
out to other networks
• Profile Photo
Make sure it works as a square
(and at a small scale) - should be recognisable.
• Cover Photo
To make it future-proof, design at 2560 by 1440 px
04 05 06 07
Monday, 22 April 13

19. Google Plus / YouTube
Twitter
Facebook
2560px
1440px
Monday, 22 April 13

20. Choose your tools
08 29 09
Monday, 22 April 13

21. Plumb Everything Together
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Monday, 22 April 13

22. @_jemima | @tomszekeres | bit.ly/socialcrash
Set up your phone and tablet
• Social = mobile first - keep the most
important apps on your home screen,
always logged in.
• A few key apps:
• Facebook Pages
• Hootsuite
• Tumblr
• Instagram
• Buffer
• Feedly
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31
15
29
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Monday, 22 April 13

23. Look instead at how engaging
and shareable your content isSay no to vanity metrics
Set your KPIs/Use Social for KPIs
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Monday, 22 April 13

24. Monday, 22 April 13

25. Don't forget Email
Still the number one social network by usage
…and by conversion rate
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Monday, 22 April 13

26. Build > Launch > Optimise
Monday, 22 April 13

27. These findings are useful, but
analysing your own (unique)
community is the best solution.
Scheduling is (usually) your friend
Dan Zarella is a data analyst who
theorises about the best time/day to
tweet/post etc.
Plan in advance
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Monday, 22 April 13

28. Noise
Launches and releases are tent-pole
moments, and should be planned with
creativity and military precision.
• Piggy-back on another event
• Enlist the support of your friends,
family, and wider network (in advance)
• Find usual ways to launch or seed out
your product
Monday, 22 April 13

29. The website showed a live visual of the virality of the album as it
was seeded to the world through a single fan
Noise - XX Coexist
A link to download the album was given
to a single fan.
Monday, 22 April 13

30. Mr Cake (Chris Holmes) asked his brother (who at the time had many more followers) to Tweet his
“resignation cake” - it’s since been featured by the New York Times, Huffington Post, MTV & Cosmo
Noise - Mr Cake
Monday, 22 April 13

31. Noise - Global #RichList
Good example in the use of #RichList trend hijack to
re-launch gobalrichlist.com
Search volume for “times rich list” since 2004
Monday, 22 April 13

32. Noise - Tight Wallet / Kickstarter
• TGT Wallet, like many upstarts,
realised the launch potential of the
Kickstarter platform
• They took a hit in profit from their
first few thousand sales, but
benefited from the visibility the
platform can often create.
• They also made a lovely thank you
video
Monday, 22 April 13

33. Thank those who helped along the way
Make a list of people who mentioned you or
helped in any way, and offer a small thank you
Monday, 22 April 13

34. Build > Launch > Optimise
Monday, 22 April 13

35. Think Social First
• @message instead of email
• Twitter Search results instead of
Profile Link
• Google+ Local instead of
"How to Find Us" 23
Monday, 22 April 13

36. Tools - Time to Go Pro?
Monday, 22 April 13

37. Listen for feedback
• Don't ask, don't get
• Track your domain name and
your brand name, as well as your
screenname
• Give everyone access
Monday, 22 April 13

38. Set up domain tracking to see how
your blog or products are shared
Look at spikes to see what you did
well
Use click tracking to work out the
best time to post on each network
Track clicks, spot patterns
Monday, 22 April 13

39. With Twitter, you can even suggest
to follow your account afterwards
Most platforms have a wizard like
this one from Twitter
Tweak the copy - ensure it’s
something people would actually say
Increase your shareability
2524
Monday, 22 April 13

40. Verification - easiest done
via meta tags
Open Graph - works on nearly all
platforms
Twitter Cards - customised based
on the type of content linked to
On Site: Metadata
282726
Monday, 22 April 13

41. Take advantage of Social Proof
Monday, 22 April 13

42. Plan
Ask for help
Make Noise
Thank
Listen
Measure
Tweak
Amplify
Define Audience
Get your Channels
Design Once
Plumb Together
OptimiseLaunchBuild
In Summary
bit.ly/socialcrash
Monday, 22 April 13

43. Thanks
from @_jemima and @tomszekeres
Monday, 22 April 13