Social Media 101 by Banyan Communications

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A Social Media 101 presentation delivered to the National Cancer Institute's New Media Workgroup. Strategy and engagement methods developed specifically for government agencies.

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Social Media 101 by Banyan Communications

  1. social media 101 Monday, August 17, 2009
  2. authors: chris koch & kathleen souder ckoch@banyancom.com | ksouder@banyancom.com ph: 636.328.0221 | tw: @banyancom Wednesday, August 12, 2009
  3. 1. a simple social media metaphor Monday, August 17, 2009
  4. Monday, August 17, 2009
  5. I mean, I use only Tide. Monday, August 17, 2009
  6. Monday, August 17, 2009
  7. Monday, August 17, 2009
  8. Monday, August 17, 2009
  9. Monday, August 17, 2009
  10. information spreading fluidly among trusted sources. Monday, August 17, 2009
  11. Social Media isn’t a new thing. It’s a new way of doing very old things. Monday, August 17, 2009
  12. the old way. Monday, August 17, 2009
  13. In the broadcast world, information emanates from a single source. In order to reach more listeners, the source essentially has to get louder. Monday, August 17, 2009
  14. How loud? The average American is encounters around 245 advertising messages every day. Monday, August 17, 2009
  15. The louder it gets, the more inclined we are to block out the noise. Monday, August 17, 2009
  16. and the solution? Monday, August 17, 2009
  17. The incredible power of authentic human conversation or... tell your friends and family. Monday, August 17, 2009
  18. Exponential... Monday, August 17, 2009
  19. Exponential... Monday, August 17, 2009
  20. Exponential... and self-reinforcing. Monday, August 17, 2009
  21. 2. what is social media? Monday, August 17, 2009
  22. Social Media: digital tools for sharing and discussing information between people.* * definition provided by Wikipedia, as of September 2008. Work on this definition began on July 9th 2006. it has been revised over 500 times by hundreds of authors. Monday, August 17, 2009
  23. Social Media: digital tools for sharing and discussing information between people. • principally internet and mobile • designed to meet a natural desire or need Monday, August 17, 2009
  24. Social Media: digital tools for sharing and discussing information between people. three key actions of social media: • connect. • curate. • contribute. Monday, August 17, 2009
  25. Social Media: digital tools for sharing and discussing information between people. social media exist to facilitate, filter, and authenticate conversation between human beings. Monday, August 17, 2009
  26. The conversation is happening. It’s up to you to shape it. Monday, August 17, 2009
  27. social media in action. Monday, August 17, 2009
  28. domerks!(7:52:06!PM): you know I can't really do my theory of social media justice via instant messenger domerks!(7:52:12!PM): however domerks!(7:52:20!PM): i find it fascinating domerks!(7:52:29!PM): i find fitting it into a business model fascinating domerks!(7:52:39!PM): i find trying to fit it into a government/bureau model fascinating hollywood5nd!(7:52:39!PM): well domerks!(7:52:48!PM): b/c it’s like oil and water hollywood5nd!(7:52:49!PM): because it's trying to take something that is by nature organic hollywood5nd!(7:52:57!PM): and sort of will it to go in a certain way domerks!(7:53:01!PM): well domerks!(7:53:02!PM): see domerks!(7:53:03!PM): kinda sorta hollywood5nd!(7:53:08!PM): the parable of the trellis? domerks!(7:53:11!PM): what’s that? hollywood5nd!(7:53:38!PM): oh hollywood5nd!(7:53:42!PM): it's this thing my boss loves hollywood5nd!(7:53:47!PM): about how like hollywood5nd!(7:53:57!PM): a trellis is one of those things in a garden that vines grow up hollywood5nd!(7:54:15!PM): and, the trellis doesn't control how the vines grow, but it gets them to where they've got to go. Monday, August 17, 2009
  29. The three key rules of Social Media: • listen intently. • reach out authentically. • participate consistently. Monday, August 17, 2009
  30. 3. overview of social media tools Monday, August 17, 2009
  31. The Social Media landscape includes many, many tools and platforms: • blogs • social networking sites • user content networks – video and photo sites • wikis • micromedia – twitter and text messages • user-customized experiences – RSS, apps and widgets But new platforms are created all the time, and the lines between tools are blurring. Monday, August 17, 2009
  32. Tools change, but the fundamental actions of Social Media – connect, curate and contribute – remain consistent. Social Media tools may be best understood through in the context of these actions. Monday, August 17, 2009
  33. 1. Connect: the use of Social Media tools to develop and maintain two- way relationships and form interwoven social networks. Monday, August 17, 2009
  34. 1. Connect: social networking on facebook Monday, August 17, 2009
  35. 1. Connect: social networking on govloop Monday, August 17, 2009
  36. 1. Connect: conversations on twitter Monday, August 17, 2009
  37. 2. Curate: the use of Social Media tools to tag and share content and build online experiences most relevant to a user’s interests or needs. Monday, August 17, 2009
  38. 2. Curate: social bookmarking on digg Monday, August 17, 2009
  39. 2. Curate: shared media on facebook Monday, August 17, 2009
  40. 2. Curate: share functions on New York Times Monday, August 17, 2009
  41. 2. Curate: hash-tagging on twitter Monday, August 17, 2009
  42. 3. Contribute: the use of Social Media tools to create, add and share media, content or conversations. Monday, August 17, 2009
  43. 3. Contribute: posts on blogs Monday, August 17, 2009
  44. 3. Contribute: comments on Ning Monday, August 17, 2009
  45. 3. Contribute: user video on YouTube Monday, August 17, 2009
  46. 3. Contribute: microblogging on twitter Monday, August 17, 2009
  47. 4. social media for behavior change Monday, August 17, 2009
  48. why is Social Media such a powerful tool for behavior change? In social media, the lines between our real lives and digital lives are disappearing allowing messages to travel fluidly between our on-line activities and off-line values, attitudes, and behaviors – and back again. Monday, August 17, 2009
  49. people are most eager to share what’s most meaningful to them. Monday, August 17, 2009
  50. the more meaningful the message, the more powerful Social Media tools can be. Monday, August 17, 2009
  51. Social Media users seeking answers about real-world smoking behavior. Monday, August 17, 2009
  52. Three approaches for affecting behavior through Social Media: • social marketing • social psychology • social ecology Monday, August 17, 2009
  53. Three approaches for affecting behavior through Social Media: • social marketing Messages can be crafted and delivered to in ways that influence attitudes, encourage action and promote positive behavior change. • social psychology • social ecology Monday, August 17, 2009
  54. Three approaches for affecting behavior through Social Media: • social marketing • social psychology The dynamics of the relationships that make up social media networks can be leveraged to invest audience members in a message and turn them into promoters.! • social ecology Monday, August 17, 2009
  55. Three approaches for affecting behavior through Social Media: • social marketing • social psychology • social ecology Engagement with messages and lasting behavior change can be secured by understanding and addressing audiences through their individual, relational, communal and societal contexts. Monday, August 17, 2009
  56. The Model of Social Ecology: individual Monday, August 17, 2009
  57. The Model of Social Ecology: individual relationship Monday, August 17, 2009
  58. The Model of Social Ecology: individual relationship community Monday, August 17, 2009
  59. The Model of Social Ecology: individual relationship community society Monday, August 17, 2009
  60. The Model of Social Ecology: Social Media connects conversation at every level. Monday, August 17, 2009
  61. The Model of Social Ecology: Effective Social media strategies influence the conversation at every level. Monday, August 17, 2009
  62. 5. social media and federal agencies Monday, August 17, 2009
  63. GSA Social Media Agreements Throughout 2009, the General Services Administration has struck agreements with many social media platforms to overcome the liability and sunshine roadblocks that have hindered Federal Agencies from interacting with the public on-line. Monday, August 17, 2009
  64. GSA Social Media Agreements Presently the list of social networking platforms with compliant Terms of Service includes: • Facebook • Vimeo • MySpace • blip.tv • Twitter • Blist • Flickr • AddThis • YouTube New agreements are currently being added. Monday, August 17, 2009
  65. Federal agencies using Social Media Monday, August 17, 2009
  66. Federal agencies using Social Media DHHS Blog Monday, August 17, 2009
  67. Federal agencies using Social Media CDC on YouTube Monday, August 17, 2009
  68. Federal agencies using Social Media DHHS on Twitter Monday, August 17, 2009
  69. Federal agencies using Social Media aids.gov on facebook Monday, August 17, 2009
  70. Despite impressive forward steps, Social Media outreach by Federal agencies has thus far tended to be: • limited in scope • one-directional • inconsistent Monday, August 17, 2009
  71. 6. NCI and Social Media Monday, August 17, 2009
  72. Benefits of a Social Media Strategy • Provides qualitative and quantitative insight into the existing Social Media landscape surrounding a topic. • Organizes messages and workflow to ensure effective, consistent engagement. • Elevates engagement above Social Media for Social Media’s sake by leveraging tested approaches. • Educates stakeholders, partners and proxies to extend reach and depth of engagement. • Allows for measurement of impact and adaptation to strengths and weaknesses. Monday, August 17, 2009
  73. NCI Pregnant Smoking Cessation Phase 1 – Lurking and Environmental Scan: Complete Highlights of Phase 1 findings: • 7.5 mentions per hour for most popular search terms 5460 per month. • Helpful tone is critical; conversations turn emotional quickly. • Medical advice needs to be given by professionals. • Follow up is important; don’t hit and run. Monday, August 17, 2009
  74. NCI Pregnant Smoking Cessation Phase 2 – Strategic Recommendation: Ongoing Phase 3 – Implementation and Initial Engagement Phase 4 – Strategic Outreach Phase 5 – Measurement Monday, August 17, 2009
  75. There's no way to fully control a grassroots conversation or movement. But you can plant a stake in the ground.! Monday, August 17, 2009
  76. class dismissed. Monday, August 17, 2009

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