In this presentation, Bill Johnston, Chief Community Office at Forum One Communications, reviews the principal social media tools and how to use them. Contact: bjohnston@ForumOne.com .

1. Introduction to Social Media ToolsJuly 2009Bill Johnston – Forum One Networks

2. Today’s Topics Social Media Strategy Online Presence Framework Social Media Tools Overview Blogs / Microblogging (a.k.a Twitter) Social Networks Photo & Video Sharing Social Bookmarking Podcasting Wikis & Social Documents

3. Social Media Strategy

4. Social Media Strategy ‘If you don't know where you are going,any road will get you there.' Common Objections: Time required Audience Effectiveness Loss of message control Relevance Solution = Strategy (Focus) Key Strategy Components: Org’s communication goals Audience’s needs & preferences Presence framework Policies Start By Listening (and Discovery)

5. Social Media Strategy What are you trying to accomplish? Some Examples: Listening Learning Connecting Educating Building awareness Fundraising Finding / empowering evangelists Reaching younger demographic Reaching traditional media

6. Key Tools

7. Online Presence Framework

8. Online Presence Framework Home Base –Priority 1 (50% of your time budget) “Social” portion of your hosted presence Outposts – Priority 2 (40% of your time budget) Key social sites that you actively participate in Passports – Priority 3 (10% of your time budget) Profiles on lower priority social sites Mostly to listen, occasionally participate Note: Presence management framework derived from original work by Chris Brogan

9. Presence Framework

10. Social Media Tools Overview

11. Blogs & Microblogging

12. Blogs An online journal featuring opinion and commentary. Blogs are a “voice”…and a commitment! Important compliment to the “official” site Opportunity for more conversational / experimental content Our “oral tradition” – building social capital via storytelling Power lies in interaction: comments, trackbacks and cross-linking

13. Starting a Blog Listen Participate (via Comments) Decide Goals Name Approach Editors Schedule Metrics of Success

14. Blogs RWJF Blogs: Health Reform: http://rwjfblogs.typepad.com/healthreform/ Pioneer Portfolio: http://blogs.rwjf.org/ Reclaiming Futures: http://blog.reclaimingfutures.org/ Others of note: WSJ Health Blog: http://blogs.wsj.com/health/ Chicago Tribune Health Blog: http://newsblogs.chicagotribune.com/triage/ National Journal Health Care Blog: http://healthcare.nationaljournal.com/ Health Affairs Blog: http://healthaffairs.org/blog/ Paul Krugman: http://krugman.blogs.nytimes.com/ The Health Care Blog: http://www.thehealthcareblog.com/

15. Microblogging & Twitter Short (140 character) status updates. Conversation-based relationships, built one tweet at a time. Listening Exposure for your org Find relationships Blog amplifier Online mobilization Getting Started Find & follow the leaders Add your contacts Retweet Reply Ask questions Post links / original thoughts

16. Social Networks

17. Social Networks Connecting via existing relationships & discovering via shared interests & experiences Common Elements: Profile Wall News Feed Friends Friend Suggestions

19. Contacts (1st – 3rd degree)

20. Recommendations

21. Groups

22. Events

23. Q&A

25. Add connections

27. Organization Fan Pages

28. Groups

29. Applications

30. Advertising

31. Facebook Connect

33. Review groups and fan pages

35. Photo & Video Sharing

37. Privacy management

38. Tags

39. Comments

40. Geotagging

41. Channels / Sets

43. YouTube Video sharing category leader Members can upload, comment, tag Channels Contacts (friends) Informal and produced content (shows) Free (w/ Advertising) Honorable mention: blip.tv

44. Social Bookmarking

45. Social Bookmarks: Social bookmarks are used to tag and annotate content Content discovery Publish content streams (RSS) Helps SEO Tools: Technorati – http://www.technorati.com Delicious – http://www.delicious.com Digg – http://www.digg.com StumbleUpon – http://www.stumbleupon.com

46. Social Documents

47. SlideShare Share, present and distribute presentation files Members can post, comment, favorite Create slidecastw/ voiceover Tools to embed / distribute Paid option to capture leads

48. Scribd Largest social publisher of documents. Emerging as the category leader in document publishing Members can read, publish, comment, and share Great for research, whitepapers and articles

49. Wikis What wikis do well: Private groups (intranets) People that know each other Co-assembly (as opposed to co-editing) Non-sensitive topics Great for refining a topic Not great for general collaboration (The curse of Wikipedia)

50. Podcasting

51. Podcasting Audio-based series of journals / Programs Generally recorded live Can be used to repurpose audio portion of events, lectures, etc Many podcast directories, including itunes Production can be time consuming Tools like Utterli can be used for lo-fi recording

52. Resources

53. Resources Chris Brogan – http://www.chrisbrogan.com Online Community Report – http://www.ocreport.com The Buzz Building – http://www.livingstonbuzz.com/blog/ Influence – http://influence.forumone.com/ ReadWriteWeb– http://www.readwriteweb.com Mashable! – http://www.mashable.com 360 Digital Influence - http://blog.ogilvypr.com/ Beth Kanter’s Blog – http://beth.typepad.com

54. Getting Started: Newbie to Maven in 1 Hour Set up a Google Reader Account (5 Minutes) Set up a LinkedIn or Facebook Profile (15 minutes) Create a Twitter account (15 minutes) Start listening & connecting (25 minutes) http://search.twitter.com/ http://twitter.com/invitations/find_on_twitter http://www.google.com/alerts http://blogsearch.google.com/ http://alltop.com/

55. Resources Online Community Research Network http://www.onlinecommunityresearch.com Forum One Networks: Services http://www.forumonenetworks.com/services Follow Bill: @billjohnston & @ocreport - #octribe Contact Bill: bjohnston@forumone.com 415.299.9638

56. Questions?