Who's Googling You? Leveraging Social Media for the Job Search
Social Media. Who's Your Army? The Game of Risk. Visualize Your Social Content Graph
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Transcript of Social Media. Who's Your Army? The Game of Risk. Visualize Your Social Content Graph
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Let’s Play Social Risk?
SocialWhere’s your social army?
MediaorWho’s Winning?
includes DIY
toolkit
Think Risk (the Board Game)
but for Social Media
1. A social army
2. A content (media) army
There are two types of army at work in Social Media
Where have you invested?
Social Media
Which is Stronger?
Your Social Graph
Your Content Graph
OR
Listly
• Popularized by Zuckerberg at F8 in 2007
• Communicates person to person connections and the interconnected-ness of things
• Somewhat intangible
• Implies granular, implies personal
• What about Brands?
• What about Content?
The Social Graph?
Sounds cool, but what is it?
What about the Content Graph?
Listly
• Today Content is the essential conversation starter for brands
• How do the Social Graph AND the Content Graph co-exist?
• Today, Content Networks like Slideshare, YouTube, Soundcloud & Listly have become essential tools for brands to navigate Paid, Owned & Earned Media
• Embeddable media via Content Networks now caters to Slides, Videos, Lists, Podcasts/Audio & Infographics
The Content GraphCan we Benchmark the Social Graph?
Click on image for more
Listly
For more info on Social vs Content Networks explore these two decks
Content Graph & Content Networks
Introducing
Combine 10 Metrics to Visualize your Social Media Strategy
The Social Content Graph
Listly
Visualize & Compare Your 2 Armies4 Metrics : Social Army 6 Metrics: Content Army
1. Email: Email List Size (Your Blog Subscribers)
2. Video: Number of Subscribers/followers for YouTube, Vimeo , Vine etc
3. Slides: Number of Subscribers/followers for SlideShare / Prezi etc
4. Images/Graphics: Number of Subscribers/followers for Flickr / Instagram, Imgur etc)
5. Audio Podcasts: Number of Subscribers/followers for SoundCloud /Blogtalkradio, iTunes, Audioboo etc
6. Lists: Number of Subscribers/followers for Listly etc
• Find your 10 metrics (4 for social, 6 for content) and paste them into the Google Drive Spreadsheet (see final slide)
• Create for you/ your brand(s) & to benchmark peers, allies & competitors
The Social Content Graph
1. Twitter: Number of Followers
2. Facebook: Connections / Followers across your pages
3. Linkedin: Connections / followers on Linkedin
4. G+: Number of times circles on G+
ListlyBuilding a Social Content Graph
n1 n2fb Tw
Li G+
Social following
Content following
Social following
Content following
Slides Video
Info/Graphic Lists
Social following
Content following
Segment by Platform/Media2
Benchmark vs Peer, Allies & Enemies4
Sizing your following on social networks & content networks1
Size proportional to following3
fb Tw
Li G+Slides Video
Info/Graphic Lists
Brand A Brand B
fb Tw
Li G+Slides Video
Info/Graphic Lists
fb Tw
Li G+
Slides Video
Info/Graphic Lists
ListlyCategorizing Your Graph
n1n2
Social following
Content following
FB Driven
Content Dominant
Network Dominant (Content)
Socially Dominant1
Network Dominant (Social)
TwLi G+
n1
n2
Social following
Content following
Tw Driven
FbLi G+
G+ Driven
G+
TwLi Fb
Video driven
Video
audioslides images
Slide driven
Slides
videolists images
List driven
Lists
slidesvideo images
Depending on how you forge your connections, you will create a unique social content graph - here’s some simple categorizations
Listly• You will see more activity where you are active and effective.
• There will be some natural cross-over as people follow you across different platforms (this also explains why you need to track graphs over time to truly understand cause and effect.)
• If the same people follow you on different platforms that’s a sign of commitment and interest in your brand.
• You need to be active on a platform to nurture it. Eg having an email list and not using it will give your poor results when you do. Having a following on Slideshare and not creating regular interesting content is a quick way to get forgotten.
Lessons from your Social Content Graph - 1/2
Listly• There is first mover advantage for early users on new platforms and this can
impact your following.
• The propensity to follow people varies by platform. Eg people are more likely to follow on Instagram than on Slideshare.
• Following on a content platform represents a deeper commitment and connection.
• Being content driven is harder, but possibly more effective. You need a unique and stylized form of content to become successful on a platform. Buidling a body of work on a platform has a positive impact.
• Being featured and promoted by a given platform can bias your position - hence it’s worth networking to make connections with the marketing teams for each platform.
• I’ve seen example of this on just about all the platforms. This is one reason these platforms can help propel your brand and let your achieve an element of celebrity status in an given niche
Lessons from your Social Content Graph - 2/2
ListlyWrike - A Project Management Tool
• Wrike are active in social with a well diversified profile. These are there social and content graphs (non proportional)
• The next step it to make them proportional (using the grid on the next slide)
Listly
The charts are produced via Googe drive’s spreadsheet. There is no option to proportionally size two charts side by side (so this step is manual)
Paste Your Graph Here
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• Open your Social Graph via Google Drive and resize so the chart is square. Take a screenshot of the Social Graph and the Content Graph
• Paste them here and adjust your Social and Content graphs to their relative size
ListlyWrike - Social Content Graph
• Wrike's Social Graph is twice the size of its Content (its easy to let social dominate).
• Social: 50% FB & 25% Twitter and the balance split Linkedin & G+
• Content: Split between a healthy email list and a strong video channel on YouTube
• For more info on tree maps see. See raw data
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Listly
• Destination Luxury’s social connections are driven by Facebook (166k)
• Linkedin (4k) & Twitter (3.3k) play a minor role
• G+ has largely been unused
• This is shown clearly in the tree map
Destination Luxury - Travel Blog
Social Graph
Listly
• DestinationLuxury’s content is led by it’s email list (15k) & Instagram images (10.7k)
• Video via YouTube (2k) comes 2nd with a lower level of activity on Slideshare (80)
• They have recently begun actively using Listly but its too early for this to impact their Content Graph
• eg http://destinationluxury.com/10-modern-living-spaces-need-see/
• See raw data
DestinationLuxury.comContent Graph
Listly• Destination Luxury’s social graph is 6.25 the size of it’s content graph
Destination Luxury
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Listly• Firstly these two don’t compete in any way but it also makes for an
interesting comparison.
• They have each executed very differently.
Wrike vs Destination Luxury
Wrike Destination Luxury
Listly• Nash has amassed 7.8 million
followers on Vine & 3.1 million on YouTube
• Nash’s Content following is 3.5x that of Facebook, Twitter, Facebook and G+
• See raw data
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Nash Grier - King of Vine
Listly
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• Two surprises here - G+ and Soundcloud. My guess is Gary got adopted and recommended by these platforms
• Given his Soundcloud following he should be producing more audio content
• He’s still Socially led. 4:1 which surprised me. I guess this is because his Youtube activity postdates his success with Wine Library TV which was on viddler and not YouTube
• See source data
Gary Vaynerchuk
Listly
• Use this link
• https://docs.google.com/a/nickkellet.com/spreadsheet/ccc?key=0AgjdJ07Dhx4EdEtoQURIdnRSUXNFTGQ5VkRJbktueEE&usp=drive_web#gid=7
• It’s a “read only” template, so you need to “Make A Copy” via the file menu in Google Drive
• Then paste in your ten metrics
• Share your results by putting your Google Drive file in the comments
• This analysis is evolving so please leave comments, share it and give us your feedback
• I want to do more case studies so ping me @nickkellet or nick at list dot ly
• For more content and an explanation of how to use a Social Content Graph for your brand check out this post on Listly’s blog
Make Your Own Analysis
Image Credit https://www.flickr.com/photos/augie_malson/3612634095