PSEWEB: Pre-Conference Web & Social Media 101/Crash Course
1. SOCIAL MEDIA & WEB 101
Pre-Conference Workshop
PSEWEB 2011
2. ABOUT ME
• First website in „97
• Hons BA, Media & Public Interest „06
University of Western Ontario
• Academica Group
• Richard Ivey School of Business
• PSEWEB & Lunch Break Media Ltd.
3. AGENDA
1. Web
− Fundamentals, Technologies
2. Search
− Organic, Paid
3. Social Media
− Email, Blogs, Social Networks
4. MultiMedia
− Video, Images, YouTube, Flickr
5. Mobile
− Apps, Websites, Geo-Location
4. “In the era of social media,
people use technologies to get
what they need from each
other, not traditional
institutions.”
Charlene Li & Josh Bernoff
Groundswell: Winning in a World Transformed by Social
Technologies
Photo by Oldonliner
5. WEBSITES
− Just one of many
platforms website
website
− Authoritative
answers to website
specific questions
− Support &
guidance
The Internet
6. WEBSITES
− Just one of many
platforms youtube
websites
facebook
− Authoritative flickr linkedin
answers to
specific questions twitter
− Support &
guidance
The Internet
7. WEB PROCESS
− Strategy − Design
− Architecture − Development
− Content − Testing
− User Experience − Maintenance
− Functionality − Approvals
36. CONTENT MANAGEMENT SYSTEMS
Proprietary Open Source
• Hannon Hill Cascade • Drupal
Server • Joomla
• TERMINALFOUR • Wordpress
• OmniUpdate • Umbraco
• SiteCore
• Expression Engine
• Ektron
37. CONTENT MANAGEMENT SYSTEMS
Proprietary Open Source
• $250 to $100,000 • Free
• Can be “blackbox” • Flexible
• Customer Support • Community
• Partners • Unregulated?
• Accountable
38. LANGUAGES
• PHP • Java
• .NET • Javascript
• HTML/XHTML (jQuery)
• XML • Flash
39. WEB PROCESS
− Strategy − Design
− Architecture www.edustyle.net
− Content − Development
− User Experience − Testing
− Functionality − Maintenance
− Approvals
47. YOUTUBE
• Free for Educational Institutions
– Including EDU channel with branding
• iPhone/Mobile Friendly
• Embed on any website
• Supports HD
• Play Metrics
• Supports auto-publishing to Twitter,
Facebook
50. ORGANIC SEARCH
• Metadata
– Keywords, Description, Title
• Social Media & RSS
• Links from sites with authority
• Content
– Headings, Links, Images, Copy
• XML Sitemaps
• Media Relations/Brand Positioning
63. MAKE YOUR OWN RSS
• Delicious.com or Google Reader
Account
• Browser Bookmark (IE/Firefox)
• Connect resulting RSS to
website, facebook, twitter, etc.
67. THE SOCIAL WEB
The Internet is by definition “social” and
always has been.
68. THE SOCIAL WEB
Online social networks are technology‟s
response to a network-based society,
providing tools for creating and maintaining
connections.
69. 33% OF 2010 APPLICANTS
SEARCHED FOR SCHOOLS ON
SOCIAL NETWORKING SITES
74% THOUGHT SCHOOLS
SHOULD HAVE A PRESENCE ON
SOCIAL MEDIA SITES
2 0 1 0 E - E X P E C TAT I O N S S U R V E Y, N O E L L E V I T Z
84. Today Penny Arcade runs a massive
annual game expo and sponsors a charity
that has donated (as of this writing) $4.9
million worth of electronics and video
games to children's hospitals
113. FACEBOOK PAGE REDESIGN 2011
• Tabs are now a Left Menu
• Photo strip
• Admins are displayed
• Featured Likes
• Notifications
• “Use Facebook as Page”
• Wall is ordered by popularity
• Smaller display image
114. FACEBOOK BEST PRACTICES
- Invest in creative
- Consider a work in progress
- Respond within 24 hours
- Link to syndicated content
- Set & Publish Content
Guidelines
115. OPPORTUNITIES
- Fan Photos/Videos
- Users can contribute
- Mobile Updates
- Users receive status updates on their phone
- Group Messages
- Fan Updates
- Segment
- Facebook Connect
- Anywhere with a login is now a viral opportunity
121. microblog
140 characters
many to many public conversations
web, desktop & mobile
122. CHARACTERISTICS OF TWITTER
- Anything you would tell anyone
- Real-time or schedule
- Manual or automatic
- Person or brand
- Information or insight
- Real or Fake
129. PLACEHOLDER ACCOUNTS
• Create the account
• Set as Private Account
–Find under Settings once you are
logged in
• Allow no followers
• Only post direct messages
*
130. TIPS FOR TWITTER SUCCESS
• Be conversational
• Follow people back
• Be a person
– With a face and a name
• Be retweetable
• Leverage lists as CRM
135. 1 – 2 "best in class" college/higher
education examples
Icon-Friendly
Usable
Short URL
bit.ly
Frequent
Rich
Custom Background
Retweet
136. FriendFeed /
Ping.FM
Event Tag
#followfriday
Responsive
137.
138.
139. OPPORTUNITIES
• Mobile
• Free SMS broadcast system
• Link offline events to web
• Real-Time
• Appropriate Engagement
• Monitoring
140.
141. LINKEDIN
• Profiles are positioned as resumes
• Users do not post back and forth on
each others profiles
• Users can post “references” of each
other – one per relationship.
• Tone throughout the network is
professional
• Not relevant for direct from HS market
• Closed to most external sites
142.
143.
144. SOCIAL NETWORK BP:
BE PRESENT
• Where your stakeholders want
you
– Facebook Page/Public Profile
– 2013 Groups
– Twitter Account
145. BEST PRACTICES
• Observe and adapt
• Provide Relevant Content
• Be Responsive
• Stay Dynamic (Repurpose)
• Use Commercial Channels when
available
• Integrate with www homepage
146. RICH MEDIA
• Photos
– Flickr
– Photobucket
– Facebook
• Video
– YouTube
– uStream
– Longtail/Brightcove
157. Mobile (7 slides)
Opt-in Only
• Opportunities & Current Statistics
Direct
Immediate
One on One or Many to Many
Always accessible
Easy (for them)
Photo by zizzy
168. LISTEN
• Google Alerts
– Web
– Blog
– News
– Site Specific
• SocialOomph
• CoTweet
• Notifications (Email, RSS, SMS)
• Daily Checks
169. PLAY WITH SOCIAL MEDIA
• Build a Facebook profile
• Watch most-watched YouTube videos
• Share pics with Flickr or PhotoBucket
• Tag with Del.icio.us
• Find some blogs that interest you
(why?)
170. RECOMMENDATIONS
• Facebook Page
• Twitter Account
• Sharing widgets
• Adapt for Mobile
• Do nothing just because it‟s always
been done
• Communicate across all relevant
channels
• Watch …
Look: Take the time to evaluate new technologies – even if they immediately seem easy to disregard.Listen: Watch how the technology is being used – look for the opportunity and evaluate it. Based on observation, it may be appropriate for you to join/speak.Join: If observation and community ettiquette indicate that it is appropriate to do so, you can join the community.Speak: Similar to join, if appropriate, you can contribute to the community. <div xmlns:cc="http://creativecommons.org/ns#" about="http://www.flickr.com/photos/zizzy/128710299/"><a rel="cc:attributionURL" href="http://www.flickr.com/photos/zizzy/">http://www.flickr.com/photos/zizzy/</a> / <a rel="license" href="http://creativecommons.org/licenses/by-nc/2.0/">CC BY-NC 2.0</a></div>
The next section will go through the major uses of social media technologies: Create, Connect, Collaborate, Comment/Critique,Organize, Accelerate Consumption.<div xmlns:cc="http://creativecommons.org/ns#" about="http://www.flickr.com/photos/zizzy/128710299/"><a rel="cc:attributionURL" href="http://www.flickr.com/photos/zizzy/">http://www.flickr.com/photos/zizzy/</a> / <a rel="license" href="http://creativecommons.org/licenses/by-nc/2.0/">CC BY-NC 2.0</a></div>
<div xmlns:cc="http://creativecommons.org/ns#" about="http://www.flickr.com/photos/erica_marshall/2885783824/"><a rel="cc:attributionURL" href="http://www.flickr.com/photos/erica_marshall/">http://www.flickr.com/photos/erica_marshall/</a> / <a rel="license" href="http://creativecommons.org/licenses/by-nc-sa/2.0/">CC BY-NC-SA 2.0</a></div>25% of online Americans visit a social network at least monthly 22% of teenagers check dailyVictoria's Secret has more than 250,000 Facebook friends
<div xmlns:cc="http://creativecommons.org/ns#" about="http://www.flickr.com/photos/markop/2523825358/"><a rel="cc:attributionURL" href="http://www.flickr.com/photos/markop/">http://www.flickr.com/photos/markop/</a> / <a rel="license" href="http://creativecommons.org/licenses/by-nc-nd/2.0/">CC BY-NC-ND 2.0</a></div>22% use a wiki at least monthly (p.25)
We are one of the most wired countries in the world, with 84.3% of our population online. (Wikipedia) (March 2010)16.8M Canadians on Facebook (33.7M total population) – 49.85% of CDN population (Feb 14, 2011)Up from 13.4M (33.3M – 40.2%) // At the same time, US was 36.2%; 38.2% in UK; (March 2010)http://www.google.com/publicdata?ds=wb-wdi&met=sp_pop_totl&idim=country:CAN&dl=en&hl=en&q=canada%27s+populationhttp://www.shinyshiny.tv/2010/03/facebook_penetration.htmlFounded on firstname + last nameVery different from previous social networks that were based on display names, usernames, nick namesRooted in your real offline network – you must be who you really areFacebook PhoneFacebook PlacesMobile = International
Opportunities for people to share and endorse your brandAlso for them to voice any complaintsWe can’t stop this but we can bring it home, bring it where we can see it, and answer it.Facebook is a conversation – people expect responses – from each other and from brands.Answer within 24 hours – Facebook now supports notifications for pages!
Twitter.com is a micro-blog platform – similar to a mini social network or blog community. Community is a key word. Twitter users have a profile made of an avatar (or display picture), username, short biography, homepage link and their personal "timeline." Users can change the appearance of their profile by choosing from a gallery of background images and colour schemes, or by uploading their own background image.A timeline is a reverse-chronological listing of the user's "tweets" or "posts" to the service. Each post is a maximum of 140 characters. Posts were initially meant to answer the question "What are you doing?" but are now being used to publish, promote and discuss without limits. Many bloggers make a habit of announcing new blog posts they have written via the service. Many brands post major announcements or accomplishments. Individuals use the service to comment outloud about anything that crosses their mind, and to respond to the comments of others.Twitter users can both follow and be followed. The user's homepage is a reverse-chronological listing of all the posts made by Twitter users that they have chosen to follow. A user's "followers" see all of his or her posts on their own homepage. For example, if I have 22 followers and am following 18 users, 22 receive everything that I post and I receive all the posts of the 18 people I follow.
1382% growth
1382% growth
* Between the two sites, Facebook dominates with an average of 80% of the group using Facebook exclusively. * 25-44 is the sweet spot for Linkedin with the site attracting more than 20% of both groups. These two age groups were also the most likely to be active on both Linkedin and Facebook, with around 12% of both groups showing overlap. * 1+1=900%: While the dramatic growth of the segment of users visiting both sites (as well as the growth in Linkedin exclusive visitors) is partially due to site growth, the 900% growth in the percentage of users visiting both sites seems to indicate that these sites are more complimentary than competitive.With online services like Twitter and Friendfeed continuing to blur the line between casual and business, the ability to use a single site as both a personal and professional networking tool becomes more realistic. But whether the "Poke" will ever make it into a sales strategy is still anyone's guess.Facebook vs. Linkedin - Network, Socialize, Be Professional? (25 June 2009) http://blog.compete.com/2008/07/22/facebook-vs-linkedin-traffic-demographics/ http://snipurl.com/kvp10