U Clubsocialmedifinal


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A brief introduction to the world of social media.

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  • Description: Why do people use Facebook? Twitter? What are these new methods of communication about, really? What rules of etiquette or decorum are applicable? And do they improve one's life or just make it more complicated? Sarah Durham is a University Club member and communications professional who will attempt to answer these questions and more by offering a glimpse into her own personal and professional use of social media. This talk promises to serve as a useful primer for people who are learning about newer communications tools or who would like to know more. It should help you get a sense of which ones might (or might not) be of value in your own life and work, and beyond. 
  • The University Club is actually a great analogy for what’s happening online. You arrive at a destination but the way you use it might be very different. Squash, backgammon, working in the library, attending events.
  • The University Club is actually a great analogy for what’s happening online. You arrive at a destination but the way you use it might be very different. Squash, backgammon, working in the library, attending events.
  • There are new methods of communicating - you can ignore them, but it won’t make them go away. Privacy is a real concern and not the focus of what I’ll be talking about. My goal is to introduce you to some of the principals behind how individuals, businesses and nonprofits are using these tools. Quick overview to some of the big concepts emerging around social media overview of facebook and twitter for those of you who aren’t familiar with them A few examples of how individuals and businesses use these tools productively, and what can come from it A few takeaways
  • The world of online communications is vast and deep- I’ll only scratch the surface today In many ways, it’s like speaking a language- and it’s a language that most people under 30 speak fluently- but other generations find particularly challenging to understand. First, about who I am so you understand my POV Then examples of how I, and other individuals and businesses use these tools A few takeways so you can decide if you’re ready to dive into the deep end of the pool
  • At RISD, my dad sent me my first modum. He was the only person I knew with email.
  • And I love gadgets- and technology- just like my dad.
  • As a digital native and communications professional, I want and have to stay on top of these things. My hope tonight is to give you a glimpse into the online lives of people like me to help you understand what’s going on here.
  • My business, Big Duck, is 15 years old. We’re a communications firm that works exclusively with nonprofits- so I spend my professional time helping nonprofits communicate more effectively- online and off- so they can advance their missions.
  • Story about emailing with dad while at RISD Two sea changes impacting communications: There are countless ways to do it (social networks, cell phones, texting) it’s easy and free to produce content and send it out, creating a universe of niche marketers
  • Groundswell talks about social technographics- why some people make blogs while others comment only or lurk
  • In different worlds we might have different social technographics I’m a creator with nonprofit communications, for instance, but largely a collector in the crafts world.
  • This groundbreaking book shows how, as content gets democratized through free/cheap publishing options, niche markets are king.
  • For instance, I can google ‘punk klezmer’ and come up with a wealth of options- musicians, bloggers- even a free online radio station. 15 years ago, sharing something with a small audience wasn’t cost-effective, therefor the music industry was dominated by one-size-fits all bands in the top 100.
  • English ladies knit their village
  • New Yorker and NYU professor Clay Shirky talks about how these tools can shift the way we organize- for example, Flash Mobs- in which groups descend on a specific destination for social action or art- notified via tools like Twitter or texting.
  • Planned Parenthood’s anonymous viral email raised over 800k in about a week.
  • Alltop.com and technorati.com allow you to find the top bloggers on a topic Chris Brogan is in the top 100 most read bloggers worldwide.
  • His blog presence sparked a NY Times best seller- talks about how all of these tools have real value professionally and personally if used well.
  • Sharing builds trust and communicates transparency I’m building my social capital here with you tonight This is a new model- away from a more privacy-based approach where personal and professional are kept separate
  • Here’s an example of social capital. Catherine McCord was a stay at home mom with a background in both cooking (FCI graduate) and modeling. She started Weelicious about 2 years ago to promote healthy foods with kids.
  • Notice that she’s giving away ideas and recipes here- for free. And if her blog isnt’ enough, follow her on Twitter or Facebook too.
  • Catherine’s got 2,269 people in her facebook group.
  • And another 530 people following her in Twitter
  • Katherine uses her social capital to build influence. In a recent online challenge by Quaker Oats, she was a semifinalist for a 10k donation to be made to the charity of her choice (stone Barns Center for Food and Agriculture) The takeaway: she makes $$ from advertising on her site She writes content for Parents magazine online She creates videos for goodbite.com- where 12 food bloggers share recipes There’s also interest in a weelicious book and perhaps a TV show
  • If media is an extension of the body then facebook is a limb that many of us have grown
  • Talk about mug books from college days-
  • Although it started on ivy league college campuses only a few years ago, FB isn’t for kids any more. 94 million ‘uniques’ on Facebook- there’s overlap in the 300 number
  • Largest demographic joining facebook now are people over 45
  • In Facebook, you create a profile and include any info you want with it. Privacy settings Facebook is fast and easy to set up- but if you feel you’d like a tutorial- google ‘setting up a profile in facebook’ and a few good options will come up.
  • Notice the chat feature: if my friends are in facebook when I am, we can live chat- or instant message, right here. I regularly use this feature with clients- where the professional / personal boundary goes away
  • Inbox is like email- but with email you feel compelled to delete it or file it. FB it’s there unobtrusively when you want it. Girls Inc: new hires had to be taught how to use email
  • Showing me anything my ‘friends’ are up to Birthdays and other events Ads Groups I might want to join
  • I can categorize people and see what they’re up to based on my mood
  • You can also create private groups- Using our group to share news with each other privately and outside of the school- Connect for events informally
  • You can also create private groups- Using our group to share news with each other privately and outside of the school- Connect for events informally
  • Here’s a campaign area on Facebook- where you can take action on a paticular issue. Notice the campaigns along the top
  • If media is an extension of the body then facebook is a limb that many of us have grown
  • Tweets- 140 characters- you can follow on your computer or phone
  • Not all about Facebook and Twitter
  • Most ‘creators’ use more than facebook. I blog too.
  • Others share photos through Flickr, picassa, or other online photosharing tools Note denyse has a personal profile and a fan page on Facebook too
  • Google reader: blog reader
  • Organization for bookmarks Tagging allows you to go back and find/reference Also social: you can share your delicious so others can see what you’re bookmarking and reference it
  • With the abundance of content you can get for free online now, the motivation to come to an event like this, subscribe to a print publication or pick up the phone is reduced. Lots of businesses are needing to reinvent themselves to stay viable and meet audiences where they live- online.
  • Years ago, our website was very minimal. Now it’s got a full client list, examples of work, and free content on it- including articles, webinars, podcasts and more. These tools assert our ‘thought leadership’ and build our trust quotient.
  • Other ways to engage with us besides our site, too.
  • We offer lots of free or low-cost resources on our site. These make our site ‘sticky’ , build our list, assert our leadership. They also take time and money to develop.
  • Blogging asserts our staff’s ‘thought leadership’ - For instance, our VP attended a conference and ‘live tweeted’ about it, then later blogged it.
  • Here you see that 11 people who read the blog commented on it- engaging in a conversation about it and building our network. The blog also embeds our twitter stream- and allows readers to share our articles in places like Facebook, which is an endorsement of sorts.
  • We use twitter, a microblogging tool, to get the word out to a different audience. The big duck twitter promotes us, mosty
  • Point out my tweet which references the enews piece back in june I tweet about nonprofit communications writ large- not personally- sent out this article we wrote
  • Through twitter, your network often promotes your content. Here in Tweetdeck you can see two people have ‘retweeted’ me. I thanked them- now I’ve reached their networks too
  • No longer post jobs in Monster or Craigslist -- all through groups here.
  • This sharing is a part of a community Beth’s blog has 14,000 readers- now she’s promoting Big Duck event
  • LinkedIn is a professional tool Build an online rolodex, get recommended, make connections Talk about how I needed a firm to do a media buy pitch and found an answer in 10 mins through linked in-
  • Hired people by posting jobs in groups we belong to Assert thought leadership by answering questions in groups My business’es most recent hire saw the job posting I put up for free in the AIGA group
  • All of this communicating and thought-leadership helped me close a deal with my first choice publisher, Jossey-Bass, when I wrote my first book.
  • Year end campaign -- thanksgiving message
  • Talk about Parent Project concept
  • Example of parent project page
  • Talk about how story of economy/current events woven in?
  • Last chance push, tie back to mail piece
  • Report back
  • 8,000 fans have donated over $40,000 to combat the African AIDS Pandemic. 6-12% of the audience used their phones and participated.
  • One of the newest communications/fundraising channels out there is mobile. Have any of you ever made a gift or taken action through your cell phone? Again, using a simple and easy call to action, donors can give $5 by texting from their phone or entering their cell # into what’s called a widget like the one here that appears on various sites and blogs.
  • It’s hard to keep secrets or keep your personal and professional lives too separate.
  • To establish a voice as a ‘trust agent’, you have to share information generously first, and listen. If the ratio of what you give away to your own self-promotions isn’t right, people won’t trust you. Nadine (?)
  • Don’t put something out there you might regret- will come back to haunt you.
  • Don’t email bad news or excessive detail that should be explained/human Don’t text or tweet questions that require complex answers
  • Listen to the conversation a bit before you dive in- what are people posting? Commenting on? Is this is a community you want to be a part of?
  • Don’t put something out there you might regret- will come back to haunt you.
  • Don’t put something out there you might regret- will come back to haunt you.
  • U Clubsocialmedifinal

    1. 1. Facebook, Twitter, and Other Adventures in Social Media and Online Communications Sarah Durham
    2. 5. swimming <ul><li>© Canadian Veggie (Flickr) </li></ul>
    3. 8. “ Digital native”
    4. 10. This isn’t my father’s internet.
    5. 12. <ul><li>© Josh Bernoff, Groundswell </li></ul>
    6. 20. Social capital is a valued currency
    7. 26. Medium as any extension of the human body - Marshall McLuhan, “Understanding Media: the Extensions of Man” (1964)
    8. 27. Facebook 101
    9. 40. Twitter 101
    10. 46. But wait, there’s more
    11. 48. Caption
    12. 53. All from the comfort of my computer.
    13. 77. 2008 Year-End Campaign Results <ul><li>$344,794 total raised </li></ul><ul><li>Less than 40k spent </li></ul><ul><li>$586 average gift </li></ul><ul><li>89 new online donors </li></ul>
    14. 80. Lessons learned (the hard way)
    15. 81. Get ready to be transparent.
    16. 82. Don’t participate if you don’t really care.
    17. 83. Mind your p’s and q’s.
    18. 84. Choose your channel to suit your message and your audience.
    19. 85. Lurk before you leap.
    20. 86. <ul><li>© Powerhouse Museum (Flickr) </li></ul>
    21. 87. <ul><li>© Vernhart (Flickr) </li></ul>