Social Media 101: An Introduction to Key Concepts and Platformshttp://midstride.com/presentations/2011-11-19-cga
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Social media provides benefits for both personal and professional use. It allows one to grow their network, discover new perspectives, and engage with others. However, there are also potential pitfalls such as unrealistic expectations, strategic blunders like not understanding the culture, and tactical mistakes like being overly self-promotional. Following best practices such as researching the tools, setting goals, and focusing efforts can help maximize the benefits of social media while avoiding common issues.
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Social Media 101: An Introduction to Key Concepts and Platformshttp://midstride.com/presentations/2011-11-19-cga
- 1. Social Media 101 http://midstride.com/presentations/2011-11-19-cga Adrian Liem adrian.liem@midstride.com MiDSTRiDE DiGiTAL CREATiVE www.midstride.com
- 3. If I was a Venn Diagram Psychology Grade 8 Web Grad Teacher Designer / Programmer Technology Ultimate Coach Strategist, Frisbee Project Coach Manager
- 4. Interests in this Room (aka: A disclaimer & advice for today) Personal Best Practice Workplace for Small Use Business Managing / Recruiting Best Practice Career Staff for Large Relevance Organizations
- 5. 1996
- 7. Credit: Time Patterson http://www.flickr.com/photos/timpatterson/3045994303/in/photostream/
- 8. 2001
- 10. 2006
- 13. 2011
- 14. LinkedIn By the Numbers LinkedIn went public in May 2011. After 1st day of trading, valued at $9 BILLION
- 15. Facebook By the Numbers If Facebook was a country, it would be the 3rd largest in the world. (but is largely blocked in China)
- 16. Twitter By the Numbers Average number of "tweets" sent per day: Feb 2010: 50 MILLION
- 17. Twitter By the Numbers Average number of "tweets" sent per day: Mar 2011: 177 million Feb 2010: 50 million
- 18. YouTube By the Numbers YouTube is now the world's 2nd largest search engine. YouTube also happens to be owned by Google.
- 20. Why Social Media Matters ● You can't ignore it (even if you want to) ● Tremendous opportunity ○ To learn ○ To connect with others ○ To make an impact ● New way of delivering (and finding) value
- 21. How did this happen???
- 23. Osborne vs. iPhone "Osborne Executive" ● 100 x heavier ● 500 x larger in volume ● 10 x more expensive (ajusted for inflation) ● 100 x slower (1/100 clock rate) Source: http://en.wikipedia.org/wiki/File:Osborne_Executive_with_iPhone_in_2009.jpg
- 24. Moore's Law & Exponential Growth in Technology
- 25. In the "Old" Days <html> <body> <div class="content"> <h1>In the old days</h1> <ul><li>We wrote code by hand.</li></ul> </div> </body> </html>
- 26. In the "Old" Days <html> <body> <div class="content"> <h1>In the old days</h1> <ul><li>We wrote code by hand.</li></ul> </div> </body> </html>
- 27. In the "Old" Days
- 28. Web Publishing Today What You See Is What You Get
- 29. Layers of Process Then
- 30. Layers of Process vs. "Turn Key" Then Now Start Finish!
- 31. Proprietary Then $ $$ $$$$ $$$$$$ $$$$$$$$ $$$$$$$$$$ $$$$$$$$$$$$
- 32. Proprietary vs. Open Source Then Now $ $$ $$$$ $$$$$$ $$$$$$$$ $$$$$$$$$$ $$$$$$$$$$$$
- 33. Example: WordPress ● Open source software ● Originally for blogging ● Now used for full-blown websites ● Powers more than 60 million sites ● Freely available ● Spurred a new industry of experts Disclaimer As a big fan/user/developer, I'm biased :)
- 34. The Web Then Broadcast Marketing Selling One
- 35. Web 1.0 vs. "Web 2.0" Then Now Broadcast User Generated Marketing Listening Selling Engaging One Everyone
- 36. Loudest Voice Wins EVERYONE can have a voice
- 37. SOCIAL
- 38. SOCIAL communication interaction behaviour
- 39. "Social" has a tendency to spread
- 40. Tech Growth + Social Spread
- 41. Expontential Growth of Social Media
- 42. What exactly is social media?
- 44. Help me help you (I'll ask you) What do you think? OkRobo is my suggestion on where to take notes
- 45. If social media were a Venn diagram 4 Big Components What do you think?
- 46. What is social media?
- 47. What is social media?
- 48. What is social media?
- 49. What is social media?
- 50. What is social media?
- 51. Social Media Technology Channels & "Apps"
- 52. Social Media Technology Channels & "Apps"
- 53. Social Media Technology Channels & "Apps"
- 54. Social Technographics Ladder* CREATORS "Classification of CONVERSATIONALSTS people according to COLLECTORS how they use social JOINERS technologies." SPECTATORS INACTIVES *Forrester Research
- 55. Social Technographics Ladder CREATORS ● Make content CONVERSATIONALISTS ● Write blogs COLLECTORS ● Upload videos, JOINERS music, photos SPECTATORS INACTIVES ● Publish websites
- 56. Social Technographics Ladder CREATORS ● Respond to CONVERSATIONALISTS others COLLECTORS ● Post reviews JOINERS ● Post comments SPECTATORS INACTIVES ● Participate in online discussions ● Edit Wikipedia
- 57. Social Technographics Ladder CREATORS ● Organize CONVERSATIONALISTS content using COLLECTORS RSS Feeds, JOINERS tags, voting SPECTATORS sites INACTIVES
- 58. Social Technographics Ladder CREATORS CONVERSATIONALISTS ● Connect with COLLECTORS others in social JOINERS networks SPECTATORS (like Facebook) INACTIVES
- 59. Social Technographics Ladder CREATORS CONVERSATIONALISTS ● Consume social COLLECTORS content JOINERS ● Read, watch, SPECTATORS listen INACTIVES
- 60. Social Technographics Ladder CREATORS CONVERSATIONALISTS ● Neither create COLLECTORS nor consume JOINERS social content SPECTATORS INACTIVES
- 61. Where are you on the ladder? CREATORS CONVERSATIONALISTS COLLECTORS JOINERS SPECTATORS INACTIVES
- 62. Social Media = Social Setting Social Setting = Social NORMS
- 63. Social Norms ● Definition: ○ Accepted behaviours in social settings ● Examples: ○ Going to a restaurant ○ Attending a seminar ○ Riding the Elevator ○ Buying a car
- 64. Example: Riding the Elevator ● Let people out before you go in ● Establish and maintain a buffer zone ● Lower voice ● Minimize eye contact, look at: ○ buttons ○ door ○ floor indicator ○ floor ○ feet ○ phone
- 65. Characteristics of an Elevator Trip ● Relatively short in duration ● Everyone has a clear purpose ● Encounter complete strangers ● Sometimes it's empty, sometimes it's full ● Sometimes people are chatting, usually it's quiet
- 66. Your Turn ● Think of a social setting you're familiar with ● What are the "norms / rules" of this setting? ● Ideas: ○ Workplace ○ Driving ○ Conference ● Write some notes on your own (5 minutes) ● Discuss (5 minutes)
- 67. How about Online Social Networking?
- 68. Characteristics of Traditional Networking Events ● Coordinated by an Organizer ● Lasts a couple/few hours ● Welcomed at the door ● Name tag ● Expected to mingle, make conversation ● Everyone has a personal agenda ● Occasionally sponsored
- 69. Characteristics of Online Social Networking ● Coordinated by a system or "Site Admin" ● Asynchronous (on your own schedule) ● Identified by your Profile / User Account ● Expected to mingle, make conversation ● Everyone has a personal agenda ● Occasionally sponsored
- 70. Some differences ● Anonymity (sometimes) ● Public exposure ● Permanence & Archived Data ● Fewer cues = Greater interpretation :( ● Different language
- 71. The Vocabulary of Social Media ● Tweet (noun, verb) ● Wall ● Followers ● Apps ● Following ● Pages, Groups ● RT ● Status ● Hashtag # ● Fan (noun, verb) ● Tweeps ● Like ● Feed ● Stories ● Timeline
- 72. 3 Key Norms of Social Media 1. Authentic 2. Transparent 3. Personally relevant
- 73. Social Media & Your Career
- 74. Benefits for Your Career ● Grow your professional network ● Connect with peers and thought leaders ● Get a peek into the culture of a prospective employer or prospective client ● Discuss "issues of the day" ● Learn new perspectives
- 75. LinkedIn
- 76. LinkedIn
- 77. LinkedIn What ● World's largest professional network Why ● Personal professional development ○ Connect with peers, mentors, apprentices ○ Discover industry discussions, parallel fields
- 78. LinkedIn
- 79. LinkedIn Groups
- 81. LinkedIn Answers
- 82. Top 10 Tips for LinkedIn 1. Sign up!! 2. Brand yourself 3. Add links to your websites / profiles 4. Highlight past accomplishments 5. Connect (with everyone?) 6. Ask for recommendations 7. Recommend others 8. Join groups 9. Join discussions 10. Be transparent
- 83. Twitter
- 84. Twitter What ● "Instantly connect to what's most important to you" Why ● Connect with people ● Discover relevant social content ● Get a peek into interests of others
- 85. Brand Your Bio ● Include a picture/avatar ● Include a link to your primary web presence ● Come up with a descriptive bio blurb (don't be shy, show some personality)
- 86. Twitter Bio
- 87. Twitter Bios: Comprehensive Example "The largest independent news source covering web culture, social media and tech. Updates from @mashable staff. Tweet @mashablehq for questions and comments. http://mashable. com"
- 88. Twitter Bios: Informative Example "Communication design agency, specializing in data visualization and annual reports."
- 89. Twitter Bios: Creative Example "Raconteur, demagogue, libertarian, these are a few of the words that I know how to spell."
- 90. Simple Tips ● Listen and watch to learn the lingo ● Follow the followers ● Set up lists ● Be wary of spammers
- 94. Manage streams of content ● Organize into Twitter Lists ● Use "dashboards"
- 96. Facebook
- 97. Facebook What ● Social networking Why ● Connect with people ● Increase exposure ● Build on-going communications ● Organize & promote events
- 98. Facebook ● Check your privacy settings
- 100. Apps & Permissions ● Be aware of what permissions you grant
- 101. Professional Use ● Page or Profile ● Post updates on topics directly in your field, as well as tangentially related ● Personal relevance and interest is key ○ Events, charities, fundraisers
- 102. Workplace Considerations Social Media Vegas ● What happens in social media doesn't stay in social media Published publicly? ● Assume it will always be available to somebody somewhere
- 103. Social Media = Puerto Vallarta: All-Inclusive Personal Professional
- 104. Social Media Policies & Guidelines ● Purpose: ○ Protect (organization and individual) ○ Manage expectations ○ Enable effective use ● Include ○ Do's & Don't's ○ Provide practical examples ● Can be as simple or as complicated as you need it to be
- 105. Litmus Test: Before you post Would I be ok if my [ ________ ] read this? a. Mom / Dad b. Daughter / Son c. In-laws d. Customers / Clients e. Boss / Staff f. Peers
- 107. Business Practice is following Consumer/User Trends with Social ● Businesses are increasingly connecting with one another through social media ● Particularly true for: ○ Small businesses ○ Contractors ○ Freelancers
- 108. Businesses have conversations too ● VW commercial (http://www.youtube.com/watch?v=R55e-uHQna0) ● Green Peace response (http://www.youtube.com/watch?v=cW3KmLALUUY)
- 109. Benefits for Business What Do You Think? ● ● ●
- 110. Benefits for Business Boost your web presence ● Increase exposure and access ● Increase web traffic / subscriptions ● Improve search engine rankings
- 111. Benefits for Business Increase your visibility ● Gain exposure ● Build your reputation ● Have a voice at the "table" ● Show another face to the community
- 112. Benefits for Business Connect with Prospects ● Find new partnerships & qualified leads ● Connect directly with potential new hires ● Listen and learn from real conversations ● Gain direct feedback on ideas
- 113. How Businesses Use Social Media ● Marketing products & services ● Researching target markets ● Connecting directly with customers / clients ● Prospecting new business partners ● Recruitment ● Internal communications
- 114. Common Pitfalls
- 115. Common Pitfalls What Do You Think? ● ● ●
- 116. Common Pitfalls Strategic Blunders ● Driving with the wrong map Tactical Mistakes ● Running out of gas ● Hit and run
- 117. "That guy" Herb Taleck, WKRP (in Cincinnati) "...the boorish, tasteless advertising account executive, wears loud plaid suits, with his belt matching his white shoes..."
- 118. Strategic Blunders ● Stepping in without understanding the ecosystem (culture) ● Mistaking social media as a broadcast medium ● Unrealistic expectations
- 119. Tactical Mistakes ● Overly self-promotional messages ● Failing to respond to negative criticism ● Infrequent posts / contributions ● "Breakfast tweets"
- 120. Unrealistic Expectations ● Low barriers to entry can lead to poorly executed projects ● Just because you can do something, doesn't mean you should
- 121. Resource Demands ● The technology, trends, best practices all change at a rapid pace ● Risk of spending too much time and money on something that won't exist next year ● Additional costs with on-going operations ○ Staff time, support, maintenance
- 122. Asking the wrong questions ● Tendency is to focus on the what: ○ What tools ○ What do we have to do ○ How can we do it
- 123. Asking the wrong questions ● But first, you must be able to answer "Why?" ○ Why are we doing this? ○ What are we hoping to achieve? ○ How will we measure performance?
- 124. Challenges ● Context ○ No understanding of the norms & culture ● Implementation ○ Underestimating time & cost ○ (Free = No Cost?) ● Integration ○ Lack of policies, guidelines ○ Limited systems to coordinate across business units
- 125. Best Practices
- 126. Best Practices What Do You Think? ● ● ●
- 127. Do your homework Seek first to understand (thank you Covey) ● Research different tools ● Research your competition / peers ● Become familiar with the culture ● Use social media in your personal life
- 128. Have a Plan Set up a Basic Strategy ● Know your business, your brand, your customers ● Know your resources (time, people, tech) ● Set some goals ○ Build recognition? Drive traffic to your website? Build a client list?
- 129. Focus Your Efforts Be selective in your Tactics ● What channels will you focus on? ● Who will manage the account?
- 130. Set Yourself Up for Success ● What does success look like? ● Keep your expectations in check ● Allocate adequate support and resources ○ Time ○ People & Expertise ○ Authority / Responsibility
- 131. Deliver Value ● Focus on topics of interest ● Ask questions ● Show appreciation ● Announce time-sensitive information
- 132. Example: Wannawafel
- 133. On Facebook
- 134. On Twitter
- 135. A "Family" of Sites
- 136. Online Presence ● Instantly recognizable ● Consistent ○ Colours ○ Logo ○ Taglines ● Official contact information ● Cross-linking
- 137. Delivering Value
- 138. Important 3's ● How you look ● What you say ● What you do In social media, it all matters.
- 139. Another Important 3
- 140. (You can't have it all)
- 141. Social Media Brief What? ● A simple, short (brief) document ● A roadmap ● A blueprint Why? ● Helps focus ● Helps set priorities ● Helps set expectations
- 142. Social Media Brief ● Purpose ○ Why are you setting up a social media presence? ● Objectives ○ What do you hope to achieve? ● Audience ○ Who are you trying to connect with? ● Resources ○ Who will set up, manage, and maintain the presence? ○ Who will be held accountable?
- 143. Social Media Brief Example 1: Member Organization Purpose ● Increase awareness of upcoming vote Objectives ● Increase number of members voting Audience ● Current members Resources ● Marketing Coordinator reporting to VP Communications
- 144. Social Media Brief Example 2: Sole Proprietor Purpose ● Become more recognized in the local community Objectives ● Connect with new clients in my region Audience ● Small businesses, contractors, freelancers Resources ● Me / My Office Manager
- 145. Social Media Brief Remember ● It doesn't have to be complex ● Make it practical ● Can include Strategy & Tactics
- 146. 5 Key Tactics for Building a Social Media Presence 1. Listen to and understand the culture 2. Create a consistent brand 3. Post regularly, keep active 4. Respond to questions, feedback, issues 5. Integrate efforts with website, print materials
- 147. There must be a way?
- 148. Social Technographics Ladder CREATORS Where do you CONVERSATIONALISTS want to be on this COLLECTORS ladder? JOINERS SPECTATORS INACTIVES
- 149. Social Technographics Ladder CREATORS Where do you CONVERSATIONALISTS want to be on this COLLECTORS ladder? JOINERS SPECTATORS INACTIVES
- 150. To Blog or Not To Blog What does it take? ● Decent writing ability ● Dedication (time) ● Passion / Knowledge for a topic of interest ● Thick skin
- 151. Social Technographics Ladder CREATORS Where do you CONVERSATIONALISTS want to be on this COLLECTORS ladder? JOINERS SPECTATORS INACTIVES
- 152. Climb to the top? Just because you can, doesn't mean you should. Trends ● Social channels as primary presence ● Focus on content and connections ● Simplification through centralization
- 153. Centralization: The No Website Website
- 154. Filtering the Flood
- 155. Here's the Problem (Part 1) Remember this?
- 156. The Problem (Part 2) 86,400
- 157. Coping with Information Overload Common Approaches: ● Software & Services ○ RSS News Readers ○ "Dashboards" ● Behavioural ○ Change habits ○ Change expectations
- 158. 5 Tips for Managing Info Overload 1. "Satisfice" 2. Focus: Create a Lens 3. Organize 4. Set time limits & Be Selective 5. Kaizen-ify it!
- 159. "Satisfice" ● Satisfy + Suffice = Satisfice ● Accept that ○ You can't keep up to speed with everything ○ If it's really important, you'll find out about it soon enough (Hat Tip: The Paradox of Choice by Barry Schwartz)
- 160. Focus: Create a Lens ● Ask yourself "Why" ○ Why are you signing up? ○ What are you looking for? ● Evaluate everything you see against this lens
- 161. Organize ● Categorize and Aggregate ○ Twitter Lists ○ RSS Feeds ● Use free tools ○ Google Reader, Netvibes, Hootsuite ○ Summify, Paper.li, Percolate
- 162. Set Time Limits & Be Selective ● "Time-box" ○ Set a max time limit ● "Pomodoro Technique" ○ 25 minutes on-task, 5 minutes off ● Scheduled Time ○ Check for updates once in the morning, once at lunch, once in the afternoon ● Be Selective ○ Scan don't read
- 163. Kaizen-ify it! ● Continuously refine your approach ● Re-evaluate your Lens ● Purge & Pilfer ○ Unsubscribe, un-follow, un-friend ○ Find more people / businesses / organizations to follow
- 164. Thank you! http://midstride.com/presentations/2011-11-19-cga Adrian Liem adrian.liem@midstride.com MiDSTRiDE DiGiTAL CREATiVE www.midstride.com