Social Media Workbook - NetLeaders

NetLeaders Digital Marketing Series So ci a l Media Work book

© 2017-2018 NetLeaders P.B. van Knijff

INTRODUCTION

3

METHODOLOGY

3

PURPOSE

4

GOALS

4

STRATEGY

5

PRESENCE AND MAINTENANCE

6

ANALYTICS

6

BUILD A FOLLOWING AND COMMUNITY

7

10 STEPS FOR BUILDING AN EFFECTIVE SOCIAL MEDIA FOUNDATION

8

BLOGGING STRATEGY

10

FACEBOOK STRATEGY

12

TWITTER STRATEGY

15

YOUTUBE STRATEGY

17

INSTAGRAM STRATEGY

19

LINKEDIN STRATEGY

21

SLIDESHARE STRATEGY

23

PINTEREST STRATEGY

25

ADDENDUM

27

I - BUILDING AN EFFECTIVE SOCIAL MEDIA FOUNDATION CHECKLIST

28

II - INFLUENCERS, HASHTAGS & KEYWORDS

29

III - SOCIAL MEDIA ACCOUNTS

30

IV - CONTENT WORKFLOW

31

V – 20 RULES OF ENGAGEMENT

32

VI- PUBLISHING SCHEDULE IDEAS

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Social Media Workbook | NetLeaders Digital Marketing Series

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Introduction

WHY?

Social media continues to grow and change each day. NetLeaders wants to be able to leverage current outlets whilst also having a clear vision for continuing to engage new audiences as the webscape changes. In doing so we have prepared a workbook for our advocates to leverage the knowledge and strategies and help the community and company grow.

Why?

Because strategic social media use encourages your audiences to connect and actively participate. Traditional one-way communication channels do not typically reach audiences in ways that elicit a particular response or behavior, whereas social media, by definition, revolves around connections and conversations. With clearly defined goals and wisely chosen tools, NetLeaders advocates can enhance their relationships with existing audiences, and truly engage them. As social media usage among our advocate network grows, this workbook will help advocates use social media in tandem with the company’s strategy and complement traditional media outlets. This strategy workbook serves to guide the general use of social media, because working without a strategy and clearly defined goals can be detrimental. But with clearly defined goals, effective set-up and use of tools we believe that NetLeaders advocates will not only reach new audiences, they can also truly engage with them and in turn create more advocates.

Methodology FIND

FOLLOW

FUEL

Skillful use of social media is an essential part of establishing and maintaining a compelling and relevant contemporary voice in our culture. Engaging our audience is crucial to turning visibility into value and eventually revenue and social impact. We will suggest best practice guidelines so you can identify, optimize, track, engage, and fuel social media in support of our message using a simple Find, Follow, Fuel system and tools. Our methodology covers the social media lifecycle — finding conversations, following conversations, and fueling conversations relevant to our influence. Whether you’re making a first impression or a serious sustained impact, people will talk about NetLeaders and topics related to our services on multiple platforms across the social web. It is important to establish an authentic and authoritative voice that is trusted. Our methodology will help NetLeaders find the key conversations so you can listen, follow them, track or influence where they are going, and fuel them to provide our unique content contributions with timely responsiveness.


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Purpose The purpose of this strategy workbook is to ensure that all our advocates can: · Build an effective social media foundation · Use social media as an integral part of their overall communications strategy · Leverage current outlets while also maintaining a clear vision for how to continue to engage new audiences and test new social networks as the landscape changes · Tell the NetLeaders story – stories that reflect our core values, compliance and manifesto – and engage audiences in new and interesting ways · Support social media endeavors by providing guidance & best practices

Goals The purpose of this strategy workbook is to ensure that all our advocates can: · Convey the key and brand messages of NetLeaders to a broad audience · Enhance the reputation of NetLeaders by promoting appropriate content and protect its reputation in the event of the publication of misinformation or negative content · Use a variety of social media platforms that reach the various NetLeaders audiences and provide users with a sense of community · Ensure consistency and compliance in style and approaches to social media across the institution, while recognizing the necessity to tailor tone and platforms to various constituencies · Enhance the reputation for the NetLeaders-owned social media channels as important forums for conversations about a range of issues · Stay informed on social media trends and new technologies and platforms While there is no one-size-fits-all model for success, a successful social media strategy keeps in mind the wide range of audiences viewing our messaging – and is sophisticated enough to speak to all of them.


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Strategy This strategy workbook incorporates find, follow, fuel methodology: · Find and monitor mentions of NetLeaders on social media channels to not only find new followers, engage in conversations and discover content, but also to correct misinformation, track negative content, and continuously appraise the sentiment toward NetLeaders · Follow and track key metrics and analytic tools to discover and follow popular and appropriate content (related to NetLeaders) on social media outlets · Fuel appropriate conversations to ensure the overall appearance of NetLeaders’ social media presence is enticing, dynamic, and engaging in order to develop a strong growing user base

The elements of this workbook utilise best practices of social media platforms that will develop, enhance, and grow NetLeaders’ social media presence eg: · Ask questions that continually define audiences and goals in order to avoid wasted resources and lost time. Not every platform will be beneficial for NetLeaders. Asking questions about the audience and desired behavior will maintain relevance and help practitioners find the most effective ways to engage users · Use defined social media policy and platform-specific best practices · Distribute information through social media that is reflective of NetLeaders brand messaging and that enhances and reinforces NetLeaders’ reputation as a thought leader. · Make information distributed through social media engaging and interactive so users feel the need to get involved, thereby creating content of their own and building a self-sustaining flow of information as well · Ensure that social media efforts remain “social” to maintain a strong and interactive relationship with users. Use social media to answer questions, provoke conversation and have fun, not just to promote content. · Recognize that responsive information flow in social media platforms does not happen immediately, develop and sustain an approach of continually seeking responses with the understanding that building trust with your audience takes time · Build a reputation as a thought-leader in the social media world. Share information beyond news related to NetLeaders to show people that you are aware of their broader information needs. Use social media platforms as “convening” spaces to demonstrate to users, other media outlets, and peer institutions that NetLeader has a role in influencing appropriate public discussion on events and issues of relevance to your constituents With a coordinated strategy as outlined in this workbook, a set of platform-specific policies and an evolving set of tips and best practices, you can continue to build a robust social media identity as a NetLeaders advocate. No one can fully predict what will happen or what people will like years or even months from now, but this workbook challenges you to continuously stay informed, watch user trends, and remain flexible enough to adapt to market trends as they develop.


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Presence and Maintenance In order to optimize your social media presence, we recommend you check your accounts at least once a day to monitor and in addition respond to posts, comments, mentions, etc. (This will change and vary over time based on the frequency of audience engagement and number of relevant conversations). · Be present and responsive to gain credibility and value. If you are using social media, people will engage with you and expect a response. Establishing and then deserting or not regularly checking a social media channel will reflect poorly on your brand · When it comes to frequency of updates, it depends on the channel and how much content you have or use that is provided from the NetLeaders support team. We recommend using a publishing schedule and editorial calendar to schedule content creation (and subsequent publication) more efficiently. Don’t hoard content and don’t post it all at once. However, here are some general guidelines: ⊲

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On Twitter, users are used to frequent updates. Even if you don’t have enough content to post multiple times each day, we recommend checking mentions and direct messages at least a few times each day People expect less frequent posts from pages on Facebook and Pinterest boards. Log-in at least once per day to check on the page, but posting content three or five times each week is recommended For a video or photo service like YouTube, Instagram or Snapchat where content is less likely to be fed “en masse” into a user’s stream, update according to how much content you have available. If you have one video a day or one a month, either is fine. If you have no photos for three weeks before receiving 50 from a recent event, feel free to add them all at once or integrate them over time with a publishing schedule

Analytics Usage of tools will help you find, follow, and fuel your use of social media efforts and allow you to study the data/ reports provided. Analytics are key to measuring and assessing your success in social media and determining where to spend your resources. It is important to match analytic information against content and engagement levels to determine causation and results. Use analytics to better understand your audience and to direct content decisions.


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Build a Following and Community · Be personable and accessible, while keeping in mind the rules of engagement, our compliance regulations and strategy guidelines. Having a personality and a voice will help you build your audience · Cross-promote your various channels, both online and offline (print marketing materials). Drive people to your social media channels, and vice versa. Just because people are very active with your Twitter account doesn’t mean they don’t need a pamphlet or an updated website · Don’t judge your success solely on numbers! While it is tempting to use views, fans or followers as a metric by which to assess your engagement in social media, it is not the total measurement. In social media, quality trumps quantity. Every community is different. You may have fewer followers on Twitter, but if you are cultivating a highly engaged community, the total number means less than user responses · Success building a social media community is an infinite goal. See it is a process. You have to be present and engaged consistently over time, and you have to measure the effectiveness of that engagement over time


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10 steps for Building an Effective Social Media Foundation

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Conduct influencer, keyword and hashtag research · Identify the appropriate influencers, hashtags, keywords and keyword phrases to include a combination of niche descriptions and niche specific terms. Getting this right means increased reach and response. · Meta tags (keywords) need to be used throughout your entire webscape as part of a comprehensive web strategy. Don’t forget to include competitors and geocentric terms!

Optimize current social media accounts/outlets · Optimize current social media outlets with descriptions that include important keywords. Follow our compliance and brand guidelines on all social media outlets that allow for customization and/or create an iconic avatar with keyword rich descriptions and brand all the accounts (branded Twitter Page, YouTube page, Facebook page, Linkedin page, etc.) · Following simple best practices for social media is essential - compelling content and massive value are the keys to success

Create additional accounts · Based on your research, create new accounts on additional and relevant blog platforms (Wordpress/Tumblr), video sites (YouTube, Vimeo) article sites, podcast sites, social bookmarking pages. Don’t forget to list your physical presence on available local or mobile directories such as Google, Yellow Pages, Bing, etc. · To be fully comprehensive, webscape strategy must be ubiquitous. But continuous management of all outlets is essential

Create a Content Workflow (content management) · All the content in the form of video, audio or articles will follow a certain flow that allows for publication on website, social media outlets, etc. Describe the flow from input through output. · The simplest and most effective way to manage info sharing is to cut and paste any and all (public) actions all day every day. Share substantive public actions with your social networks - someone will care. Production content (video, audio, etc...) takes more time, but that time allows you to promo what is “coming soon!”

Use, create and adhere to rules of engagement · How do you communicate and with whom do you communicate? What do you say or what don’t you say? Use our compliance guidelines: the NetLeaders Manifesto includes rules and guidelines on how to connect with other people meaningfully (not talking about yourself all the time, being polite, etc.) · Encourage, empower, and inform. Compelling content (color), massive value (top-notch info) exclusivity (just for you), and urgency (while these few last), are ingredients to a successful webscape strategy


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Create publishing schedule for each day of the week AM & PM. For Twitter and Facebook use: · Personal Touch: A few words that show your humanity and approachable side —the type of person your audience wants to do business with · Social Proof: A retweet or quote from your audience that proves that you are knowledgeable and are facile with social media · Obvious Offer: In time it is OK to tell/sell something: “Ten more days until…” · Something for Search: Posts with specific keywords and hashtags #DasGood! · Value Added: Give a little back. Consider scratching the back of someone who might do the same for you. Do it with an attitude of servant leadership. Create authenticity before heroism. “Great link/ information on Blockchain…” · The Question: People always love to give their opinion. Give them the chance. “Besides DasCoin, what’s your favourite cryptocurrency and why?” · Grow your friends on Facebook by offering value for likes. The Facebook wall is the real power of Facebook. · Don’t create committee impediments to simple “share it all” strategy. Use an effective workflow. By the time a memo is typed, emailed, and responded to, approving sharing of any given public action, it’s old news.

Collect content and create a (social) media repository. · Make sure you have a repository of content to stay at least one or two weeks ahead with the above categories. Compelling content is created as schedules are developed - share immediately and often. As significant dates approach, share more often, add more rich media, and add massive value creating urgency. · A social media repository can be a shared Dropbox, Google Drive or database that stores all relevant content for social media distribution.

Brand available content (create standard intros, outros, etc.) · Make sure videos, photos, articles are compliant with our brand guides and when appropriate (your own content!) branded with your appropriate URL and or be sure to include “about us” information · STAY ON BRAND WITH EVERYTHING! And if appropriate include your website, and phone contact in video production. Always add digital signature including actual links (http://) in written items. · Take the time to tag your friends in all photo content! · Optimize content description for each piece of content. Make it keyword-rich and include URLs. Make sure the descriptions of your content include keywords and describe what you want to convey. Look at ways to collect email addresses with massive value offers.

Promote and encourage user-generated content (testimonials, etc) · Ask people to create content that describes their relevant interest. Encourage them to share their voice and content with their friends and larger networks. Make sure your friends know they are important to you. DO NOT use social media outlets primarily to sell licenses. Engage with your audience beyond what you have to offer by asking questions and developing creative ways to generate responses.

Get help from a social media expert and use tools · Find someone who can explain to you the find, follow, fuel methodology and social media best practices. Encourage, empower, and listen to your target audience while growing your social media influence using a tool like Buzzeteer.


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Blogging Strategy Creating and maintaining a blog is a very effective medium to become an online authority on blockchain & crypto currencies. Blogging is about owning a particular opinion or position that resonates with an audience through building trust. We recommend checking your blog through at least once a day and developing enough content to post at least twice a month using a publishing schedule.

Blogging Strategy & Goals: Make your blog a conversation. Your blog is not only about your thoughts. Raise questions, introduce other ideas and allow people to comment and continue the conversation. · Encourage readers to share your posts. Increase traffic to your blog by making it easy for readers to share the content on social media. Most platforms allow sharing plug-ins so make sure each blog post can be shared on at least Facebook and Twitter. Many blogs also include options for sharing on Pinterest and Google+ · Make friends in the blogosphere. Find relevant blogs that cover similar topics as Blockchain, cryptocurrency or NetLeaders itself. Subscribe to, monitor, and track these blogs so you know when they are posting and what they are saying. Comment and link to their posts if they say something you want to reference. · Include specific SEO keywords in your blog posts to increase visibility on search engines.

Blogging Guideline: · Own your opinion: Blogs often feature the author’s opinion and it’s OK to share yours. Keep in mind that you are a representative of your brand and your opinions expressed in the blog reflect your company. · Monitor the conversation: Review comments you receive in order to weed out spam and delete any inappropriate submissions.


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Blogging Objectives/Notes


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Facebook Strategy On Facebook, you have to realize that you are competing with an individual’s friends for time and attention in their news feeds. Additionally, the content that is showcased in an individual’s feed is based on an algorithm that cannot be controlled making it less of a guarantee that all of the intended audiences will see your message. Check Facebook post insights to determine audience views and engagement. It is recommended to check your Facebook page at least once a day and developing enough content to post a minimum of twice a week (daily is recommended).

Typically most popular posts include: · · · · ·

Photos & Videos Competitions & Sweepstakes Polls “Feel Good” stories Short, text-only status updates

Facebook Goals & Strategy: · Build community and goodwill Post photos, questions, and stories that encourage people to join the NetLeaders community and compel users to respond. The more people interact with your content (e.g. liking a post, commenting, or sharing), the more visibility you will receive. ⊲ When a Facebook user interacts with your post, the user’s engagement will show up in their friends’ feeds, exposing you to a broader audience who have not already liked your page. ⊲

· Strengthen NetLeaders’ reputation Share positive stories and information that focus on key messaging and core values of NetLeaders. Share research from NetLeaders and trusted third parties that can help position you as a thought leader in Blockchain and the cryptocurrency sector.

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· Stay up-to-date on Facebook trends and changes Different kinds of posts and updates go in and out of style on Facebook. It’s important to stay informed of these trends to ensure your audience does not lose interest in your Facebook page and postings.

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· Use Facebook video and live streaming Facebook Live streaming is like having a TV camera in your pocket. Anyone with a phone now has the power to broadcast to anyone in the world. Videos, whether live or on-demand, are becoming increasingly important.

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· Use Facebook’s push and growth for search Facebook now sees two billion searches per day, up from 1.5 billion a year ago. (Google still leads the way in search, with 3.5 billion searches per day).

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Facebook Guidelines Since Facebook is used more for interacting with people than brands or companies, avoid overloading users’ timelines. We recommend posting daily but a minimum of twice per week. Using a good tool can help you analyze the best times to post and offers an automatic optimal posting feature. Since Facebook is a very different channel than Twitter, we do not recommend cross-posting between the two platforms. · Avoid posting the same status updates on both Facebook and Twitter. Twitter and Facebook are different mediums with different audiences, tones, and frequency of posts. Each platform requires different strategy execution so updates to each platform should be unique. Visually, these statuses often look incorrect since they may exceed Twitter’s character limitations or incorrectly show links. If you want to post similar information on both channels, craft each status so it utilizes best practices of the platform. · Pay attention to your insights. Facebook Insights offer a wealth of information on the people who like your page and the subjects they are interested in. Understand the implications of analytics and insights. Create appropriate posts that will engage your fans, encourage interaction, and attract new likes. · Be visually pleasing. Users visiting your page are drawn to visually appealing layouts and posts. Be sure to highlight photos and other visual posts, remember to delete pasted links in status updates, and edit status so they are not too lengthy. · Let your fans speak. People may sometimes comment on a post or post something on your page’s wall that is critical or negative. Correcting a mistake and apologizing is often the best way to respond to negative postings. Unless the post is profane, obscene, harassing, or threatening, it is not best practice to delete it. People may also post something very positive on your page – you can allow these posts on your main timeline to bring extra attention to them. · Search Optimization. Search could also prove to become a key part of increasing your reach on Facebook and driving attention to the content you post on the platform.


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Facebook Objectives / Notes


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Twitter Strategy Twitter, by design, is made to accommodate short and frequent updates. On Twitter you are competing with dozens of other individuals and brands that an individual user may follow. Because of the more anonymous nature of Twitter (your handle does not have to be your real name), it can often be hard to determine your audience. Twitter encourages frequent updates, engagement, and retweeting content. We recommend checking Twitter at least twice a day and posting content often and responding to users with immediacy (use the app)

Based on our experience, the most popular tweets include: · Replies and retweets ⊲

Simply acknowledging someone who mentioned you helps build goodwill

· “Feel good” and positive tweets from NetLeaders · Interesting articles (e.g. Blockchain & cryptocurrency research) · Random facts, both general and NetLeaders related · Engaging and relevant questions to your audience

Twitter Goals & Strategy: · Build community Monitor conversations and mentions for the purpose of interaction and engagement Offer interactive tweets that encourage responding and retweeting ⊲ Promote related groups and events to show support from NetLeaders ⊲ ⊲

· Be a resource to your audience by keeping your audience informed on what is happening in your niche · Show a light-hearted and fun side by utilizing fun photos and facts to keep your Twitter feed conversational and encourage conversation and sharing. · Strengthen your reputation with tweets that highlight your achievements and related articles that position you and NetLeaders as thought-leaders. Twitter changes swiftly, so it is best to post a variety of content, multiple times throughout the day, offering diverse tweets and encouraging interaction from our followers. Twitter requires timely, frequent updates, so do not cross-post between Twitter and Facebook.

Twitter Guidelines: · Listen and Respond. Don’t just monitor tweets that mention your handle directly, but set up a monitoring feed that allows you to keep an eye on what is happening when people do not tag you in their tweet, but use your language. (e.g. NetLeaders, Blockchain). Respond or retweet when appropriate. · Avoid posting the same status updates on both Facebook and Twitter. Twitter and Facebook are different mediums with different audiences, tones, and frequency of posts. Each platform requires different strategy execution; therefore updates to each platform should be unique. Visually, these statuses often look incorrect. · Identify and follow the main influencers in your niche. We recommend following and retweeting other Twitter users who have a relevant audience. · Follow back. Following users who follow you is a great relationship builder. Fostering relationships and encouraging interaction is key, so following relevant and appropriate users builds goodwill with your audiences.


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Twitter Objectives / Notes


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YouTube Strategy It is very important to realize that YouTube is the second largest search engine after Google and is a crucial component of any effective social media strategy. Videos have the potential to go viral and engage with large audiences.

YouTube Goals & Strategy · Optimize for Search. YouTube is wholly owned by Google so it’s safe to assume a YouTube video with proper meta data (tags, title, description etc.) has an easier time ranking high than a text-only blog post. Your YouTube listing will also appear with a thumbnail in Google which is very eye catching for someone searching through several results. Include important keywords and your brandname “NetLeaders” in your file names. Also Including the word “NetLeaders”in the naming of your raw video file will help enhance your SEO. · Interact with people. YouTube is a community made of real people and they want to see, hear and interact with other real people. The connection becomes much more powerful someone in your organization becomes the face of your brand. It changes the dynamic of the interaction from looking at videos from yet another company to building a relationship with a human. Relationship building becomes a long-term strategy that can acquire your company customers for life. · Push People to your Website. It doesn’t do much good if your YouTube subscribers only hang out at your channel. At first you may be focused on growing subscribers and views on YouTube, but at some point, there should be a focused effort to push people over to your website. · Use videos to reinforce yourself as a NetLeaders advocate and thought leader. Video content can vary from slideshows, Blockchain videos, interviews, testimonials and Blockchain tips.

YouTube Guidelines: · Create Content, not Ads. Traditional types of advertising do not work on YouTube. Even company intro or product demo videos don’t perform well unless they are done in a creative and engaging way. · Make your content accessible and engaging. Caption key moments of your videos with links and additional text content. The captioning technology can be implemented through the YouTube platform · Copyright material. If your video is set to music, use royalty-free music and sound effects or contact the owner of copyright material for usage. · Use proper credits. If you are creating video content for NetLeaders, include a credits slide at the end of all videos with, at minimum, a message that says (c) [year] NetLeaders


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YouTube Objectives / Notes


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Instagram Strategy Stand out, get insights and find new customers on Instagram by applying digital filters, frames, and special effects to your photos (videos and integrate image sharing of select images on other social networking sites like Twitter, Facebook, Pinterest. Use only quality photos and editing techniques to maintain a theme and standard of excellence.

Instagram Goals & Strategy: · Become a leading Instagram account for sector-specific photographs by using appropriate photo tags, descriptions, and captions. · Raise brand awareness and hashtag search visibility on Instagram. · Post quality photos with quality editing techniques (see the VSCO app). Instagram is about quality not quantity. · Use iPhone editing software to edit photos and develop a repository of images to integrate into a publishing schedule. · Interact with others. Follow other NetLeaders accounts, like and comment on relevant photographs. Be engaged in the IG community. · Instagram for businesses (Instagram ads): Instagram worked with many businesses to understand what was needed to enhance their Instagram experience, and three key needs became clear: stand out, get insights and find new customers. The release of Business Tools brought with it business profiles, analytics and the ability to create ads from posts directly within the app. · Possible usage of Instragram Stories: Stories have already evolved, and with one of Instagram’s latest updates, stories can potentially provide businesses with a way to drive all-important traffic from Instagram. Instagrammers with verified accounts can now share links through Instagram stories using a neat ‘See more’ action which loads content in an Instagram-contained browser when a user swipes up on a story. At the time of writing, it remains a test for verified Instagram accounts, but we expect to see this rolled out to all users in the coming months.

Instagram Guidelines: · Use appropriate hashtags. Like Twitter, Facebook, and Pinterest, Instagram uses hashtags. Tagging your photos increases your visibility, since users search for content based on hashtags. But be careful: too many tags can be overkill. · Tag locations. Tagging the location where you’ve taken the photo gives some context to the image. People like to see where the photo was taken if appropriate (perhaps at a NetLeaders event). Keep in mind that adding a location does add extra characters if you’re sharing and using Instagram in conjunction with Twitter. · Instagram Best Practices. Posting more than one or two photos per day can alienate your followers. Download the re-post app to share content based on hashtags. It generates user interaction and can raise visibility to new audiences.


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Instagram Objectives / Notes


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LinkedIn Strategy LinkedIn is a growing networking and resource platform for professionals, businesses, and organizations. We recommend creating your own group and checking your LinkedIn group and profile page once a day. LinkedIn postings can also be linked to your Twitter account and use cross-platform content distribution.

LinkedIn Goals & Strategies: · Share your Linkedin profile after meetings and presentations · Connect with people by adding a personal touch or message, either reflecting that you met them or if they are a prospect show them that you read their profile. · In a group make introductions between members. Simple introductions can add a personal touch to your group members’ experience and raise your brand credibility among networks. · Promote your group to your personal LinkedIn network or by posting the group URL on external websites and marketing materials · Implement polls to gauge the pulse of the group and fuel relevant conversations · Facilitate group discussions by posting useful information and prompts for future discussions to express thought leadership.

LinkedIn Guidelines: · Don’t focus on selling. Focus on networking and adding value. Provide content that is appealing and relevant to your audience. · Carry on the conversations. Drive the conversations through developing content and executing through a publishing schedule. · Thank people for contributing. If a member becomes a frequent poster, acknowledge them and encourage them to keep it up.


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Linkedin Objectives / Notes


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SlideShare Strategy SlideShare is becoming an integral part of LinkedIn. However it deserves its own place in this strategy workbook. as a platform for uploading Keynote and Powerpoint presentations, infographics, and documents to a searchable database and visual community. SlideShare accounts for almost 160 million page views a month, searching for content and ideas across a wide range of subject matter, some of which is industry relevant. This is a great platform for sharing information about NetLeaders and your thought leadership. We recommend checking SlideShare weekly and responding to comments. Try to post at least two content pieces a month. Also, after speaking engagements and meetings we recommend sharing your content presentations on SlideShare (be sure not to share confidential information).

SlideShare Goals & Strategy: · Use top keywords and key SEO phrases in both the title of the presentation and in the description along with appropriate tags and hashtags. Making content keyword rich is crucial to being found. · Use at least one SlideShare presentation on your website in conjunction with your website photo galleries. · Include a call to action in your Slideshow/Keynote/Powerpoint presentations to drive traffic to your website or “Are you ready for the…? / Learn more about” page. · Infographics are becoming more and more important. (They are five times more liked already on SlideShare.) · Read and respond to comments. Create conversation about the images and stories you convey through image-rich slideshows. Much like other social media sites, users can write comments about your content.

SlideShare Guidelines: · Be consistent. From the look of your SlideShare page to your individual uploads, your content should have a consistent look and feel. Take the time to design a template for your presentations, ebooks, case studies, etc. and have them match the overall design of your page. This enhances brand credibility and solidifies your content as distinctly yours. · Use texts and images to tell the story. SlideShare does not include audio or animation functionality, so including text will guide readers along. · Embed, don’t duplicate. Instead of uploading slideshow content to SlideShare and your website, embed SlideShare content on your site. It’s simple code (much like embedding a YouTube video). · Keep your content simple and short. The slideshows can be short presentations on Blockchain and cryptocurrency that lead viewers to deeper investigations of NetLeaders.


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SlideShare Objectives / Notes


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Pinterest Strategy Pinterest is centered on sharing pictures and infographics. It is best known for home décor, gifts, recipes, crafts, etc. You can leverage these themes by creating relevant Pinterest boards. The following outline/ best practices with the platform can give you strategic benefits positioning yourself as thoughtleader. We recommend logging into your Pinterest account at least once a day and posting a good visual minimum once a week.

Pinterest Goals & Strategies: · Become a relevant resource for blockchain related infographics using appropriate boards, photo tags, descriptions, and captions. · Raise awareness and image search visibility on search engines. · Use appropriate Hashtags. Pinterest supports hashtags, similar to Twitter and Facebook. Due to the theme nature of Pinterest, hashtags can offer organization support and interest. As the Pinterest user volume grows, this will become increasingly more important as users who share and “repin” your photos will raise your company visibility to new audiences.

Pinterest Guidelines: · Engage with the Community. Like all other social networks, you need to listen and engage, not simply broadcast your message. Try allowing members of the community to post to your boards, but be sure to monitor activity for appropriate content. When users upload their own pins to your boards, your themed boards will grow and you’ll quickly become part of the community fabric. · Convey a consistent image/infogrpahic mix. Your Pinterest boards should convey consistent imagery and not be a simple look book of NetLeaders. Create a mix of images from NetLeaders along with other relevant users image throughout your Pinterest board. · Copyright material. When you are pinning your photographs, distinguish clearly your own copyrights — they are your images. When adding images from across the web, you don’t own that content, but can repost this content if you are very clear on copyrights and sources.


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Pinterest Objectives / Notes


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Addendum


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I Building an Effective Social Media Foundation Checklist Based on 10 steps for building effective social media foundation (page 8/9)

☐ Conduct influencer, hashtag and keyword research ☐ Optimize current social media accounts/outlets ☐ Create additional accounts ☐ Create a content workflow ☐ Create rules of engagement ☐ Create publishing schedule for each day of the week, AM & PM ☐ Collect content and create a (social) media repository ☐ Brand available content (create standard intros, outros etc.) ☐ Promote and encourage user generated content (testimonials, etc) ☐ Seek help from social media experts and use tools


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II - Influencers, Hashtags & Keywords Influencers

Hashtags


Keywords

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III - Social media accounts Platform

Username

Password


Optimized / Branded & Compliant

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IV - Content Workflow It’s important to establish a content workflow - the distribution process of social media content and conversations.

1) User Generated Content · Content that mentions you, your efforts, your unique philosophy or business

Workflow: ____________ -> ____________ -> Approval by ____________ -> Webscape

2) Proprietary Content · Content generated by you or third parties you hired

Workflow: ____________ -> Check if compliant -> Platform Determination -> Publishing schedule -> Webscape

3) Sharing NetLeaders content · Content generated by the executive and support team of NetLeaders

Workflow: NetLeaders-> ____________ -> Platform Determination -> Publishing schedule -> Webscape

4) Third-party content · Content that pertains to your philosophy is content you did not create but is relevant to your business (goals)

Workflow: Email/Browsing/Allert/Dashboard -> Platform Determination -> Publishing schedule -> Webscape


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V – 20 Rules of engagement 1. Sign and adhere to the NetLeaders manifesto and make sure your content is compliant 2. Discover all relevant communities of interest and observe the choices, challenges, impressions, and needs of the people within these networks. 3. Participate where your presence is advantageous and mandatory, don’t just participate anywhere and everywhere or solely in your own domains (Facebook brand page, Twitter conversations related to your brand, etc.). 4. Determine the right identity, character, and personality of you within NetLeaders (this includes a personal tagline and strapline messaging). 5. Appoint someone who is ultimately responsible for identifying, trafficking, or responding to all things that can affect your brand perception. 6. Teach the entire social media team how to proactively and reactively respond across multiple scenarios. 7. Always embody the core values and attributes of the company you wish to portray and instill. 8. Observe the behavioral cultures (find ways to be culturally adaptive to an international audience) within each network and adjust your messaging accordingly. 9. Assess any critiques of your brand and positive mentions in order to repair negative sentiments and establish meaningful and authentic connections. 10. Become an authentic and consistent participant in each community you wish to engage. 11. Don’t speak at audiences through canned messages. Introduce personal testimonies, insight, and direction through each engagement. 12. Empower active advocates of your brand by offering rewards and personal encouragement. 13. Act! Don’t just listen and placate — do something with engagement. 14. Ensure that offline activities are supported by a comprehensive workflow and social media follow-up. 15. Learn from each engagement in order to adapt and improve communication. 16. Consistently create, contribute, and reinforce need & value. 17. Earn connections through powerful testimonies and empower and encourage advocacy. 18. Don’t get lost in translation. Ensure your communication and intent is clear and your involvement has specific objectives created for the webscape 19. Become a place of community and conversation for those that share your philosophy 20. Reciprocate and recognize notable contributions from participants in your communities.


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VI- Publishing Schedule Ideas

Q

Cool Quote

Q

Cool Quote

RA

Random Thought

RA

Random Thought

PV

Photo /Video (+description)

PV


BL

Blog mentions

BL

Blog mentions

ITP

Interesting Topic

ITP

Interesting Topic

PP

Product Promo

PP

Product Promo

Day

Week

Week

Week

Week

Sunday Morning Sunday Afternoon Sunday Evening Monday Morning Monday Afternoon Monday Evening Tuesday Morning Tuesday Afternoon Tuesday Evening Wednesday Morning Wednesday Afternoon Wednesday Evening Thursday Morning Thursday Afternoon Thursday Evening Friday Morning Friday Afternoon Friday Evening Saturday Morning Saturday Afternoon Saturday Evening


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ITP

Interesting Topic

Q

Quote

IL

Interesting Link (+description)

RA

Random Thought

EO

Empowering Others

PV


SO

Shout Outs

BL

Blog mentions

POLL

Poll

Day

Week

Week

Week

Week

Sunday Monday Tuesday Wednesday Thursday Friday Saturday

ITP

Interesting Topic

Q

Business Quote

IL

Interesting Link (+description)

BL

Blog mentions

EO

Empowering Others

PV


Day

Week

Week

Week

Week

Sunday Monday Tuesday Wednesday Thursday Friday Saturday


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