The Sherlock Holmes Guide to Social Media Gordon Dymowski Chicago COUNTS  September 12, 2010
<ul><li>Better understand how to use social media as a collaborative/engagement channel; </li></ul><ul><li>Have some begin...
<ul><li>Recognizable figure </li></ul><ul><li>Draw numerous conclusions from a few key facts </li></ul><ul><li>Focus on ob...
About Gordon <ul><li>Over ten years’ experience in non-profit community organizing and engagement offline and online </li>...
“ You see, but you do not observe….” <ul><li>Current social media perception:  marketing/PR emphasis,  “grow the brand” “g...
“ Come, Watson, come! The game is afoot!” Preliminary Thoughts Re: Online Engagement <ul><li>Any online communication shou...
“ All information is useful to the detective” <ul><li>Who’s talking?  </li></ul><ul><ul><li>Clients </li></ul></ul><ul><ul...
“ A Web With A Thousand Radiations…” Online Listening & Monitoring Platforms <ul><li>Several commercial packages for monit...
“ What one man can invent another can discover” Using RSS Feeds to Monitor <ul><li>RSS = Really Simple Syndication </li></...
Gmail monitoring widget Social Media Monitoring/Engagement Widgets Podcast RSS Feed (with built in player) RSS Feed
“ You know my methods. Apply them.” Social Media By Channel
<ul><li>Apply community organizing principles </li></ul><ul><ul><li>Are they talking directly to your mission? </li></ul><...
“ I am lost without my blogger…” Engaging Bloggers <ul><li>Don’t simply e-mail press release (but do include) </li></ul><u...
“ Nothing clears up a case so much as stating it to another person” Blogging Effectively <ul><li>Planning/Strategy </li></...
&quot;These are much deeper waters than I had thought.&quot;  Using Twitter Effectively <ul><li>Follow Twitter users drivi...
<ul><li>Share documents/articles of interest </li></ul><ul><li>Spend time “listening” to Twitter conversation </li></ul><u...
“ Let us hear the suspicions. I will look after the proofs” A Few Brief Notes About Facebook <ul><li>Cause App good, FB pa...
These are much deeper waters than I had thought More About Facebook <ul><li>Share media via updates </li></ul><ul><ul><li>...
The world is full of obvious things which nobody by any chance ever observes  Other Online Channels <ul><li>Image and vide...
Social Media Measurement “ It is a capital mistake to theorize before one has data. Insensibly one begins to twist facts t...
“ I am glad of all details…whether they seem to you to be relevant or not” Measurement – Knowing Your Outcomes <ul><li>Wha...
“ Data! Data! Data!...I can't make bricks without clay” Starting Points For Measurement <ul><li>Quantitative Data </li></u...
“ It is a capital mistake to theorize before you have all the evidence. It biases the judgment” More Starting Points for M...
It is of the highest importance in the art of detection to be able to recognize, out of a number of facts, which are incid...
“ Any truth is better than indefinite doubt. “ For some great Social Media Blogs…. <ul><li>Beth Kanter –  http://www.bethk...
Online Resources About Sherlock Holmes <ul><li>I Hear of Sherlock  Podcast –  http://www.ihearofsherlock.com </li></ul><ul...
<ul><li>Remember, why do we work towards advocating and engaging others in our missions…. </li></ul><ul><li>“ The work is ...
Questions  & Comments
Contact Information <ul><li>Gordon Dymowski </li></ul><ul><li>http://www.gordondymowski.com </li></ul><ul><li>http://www.b...
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Sherlock Holmes Guide to Social Media

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Presentation given on 09/12 at the Chicago COUNTS conference focusing on social media and non-profit engagement

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Sherlock Holmes Guide to Social Media

  1. 1. The Sherlock Holmes Guide to Social Media Gordon Dymowski Chicago COUNTS September 12, 2010
  2. 2. <ul><li>Better understand how to use social media as a collaborative/engagement channel; </li></ul><ul><li>Have some beginning strategies for engaging key audiences in social media; </li></ul><ul><li>Develop some rudimentary knowledge of each channel with some tools in place </li></ul><ul><li>Have some good “first steps” towards using social media more strategically </li></ul>Hopefully, after this presentation you should….
  3. 3. <ul><li>Recognizable figure </li></ul><ul><li>Draw numerous conclusions from a few key facts </li></ul><ul><li>Focus on observation and deduction </li></ul><ul><li>Reminds us that “nothing new under the sun” </li></ul>Why Sherlock Holmes?
  4. 4. About Gordon <ul><li>Over ten years’ experience in non-profit community organizing and engagement offline and online </li></ul><ul><ul><li>Salvation Army </li></ul></ul><ul><ul><li>National Council on Alcoholism & Drug Abuse – St Louis MO </li></ul></ul><ul><ul><li>Grace Hill Settlement House </li></ul></ul><ul><li>Currently works for Zocalo Group, a word-of-mouth marketing agency </li></ul><ul><li>Co-organizer for Chicago Net Tuesday, Volunteer for American Red Cross </li></ul>
  5. 5. “ You see, but you do not observe….” <ul><li>Current social media perception: marketing/PR emphasis, “grow the brand” “go where consumers are talking” </li></ul><ul><li>Non-Profits: opportunity to use as both broadcast and engagement/collaborative channel </li></ul><ul><ul><li>Way to disseminate information </li></ul></ul><ul><ul><li>Peers, funders, other agencies, are beginning to have presence within social media </li></ul></ul>
  6. 6. “ Come, Watson, come! The game is afoot!” Preliminary Thoughts Re: Online Engagement <ul><li>Any online communication should somehow relate to your mission </li></ul><ul><li>Talk to people online, not at them – be conversational </li></ul><ul><li>Investment of time and effort - bring value </li></ul><ul><li>Develop & advocate for a formal social media strategy & policy at agency </li></ul><ul><li>Don’t be a guru/rockstar/ninja – be a participant </li></ul>
  7. 7. “ All information is useful to the detective” <ul><li>Who’s talking? </li></ul><ul><ul><li>Clients </li></ul></ul><ul><ul><li>Potential partner agencies </li></ul></ul><ul><ul><li>Funders </li></ul></ul><ul><ul><li>Potential advocates </li></ul></ul><ul><li>Where are they talking? </li></ul><ul><li>How are they talking? </li></ul><ul><li>What are the gaps & opportunities? </li></ul>
  8. 8. “ A Web With A Thousand Radiations…” Online Listening & Monitoring Platforms <ul><li>Several commercial packages for monitoring & listening </li></ul><ul><li>Viralheat (lowest cost) </li></ul><ul><li>Tattler (open source/Drupal) </li></ul><ul><li>Radian 6 </li></ul><ul><li>Alterian SE </li></ul><ul><li>Microsoft Looking Glass </li></ul><ul><li>Scout Labs </li></ul><ul><li>However, for a much cheaper (but more work intensive) platform… </li></ul>
  9. 9. “ What one man can invent another can discover” Using RSS Feeds to Monitor <ul><li>RSS = Really Simple Syndication </li></ul><ul><li>Allows blogs & social media sites to spread content </li></ul><ul><li>Able to capture content in one place </li></ul><ul><li>RSS/Feed Reader – Set up in about 1 hour </li></ul><ul><li>Google Reader </li></ul><ul><li>Netvibes - http://www.netvibes.com </li></ul>
  10. 10. Gmail monitoring widget Social Media Monitoring/Engagement Widgets Podcast RSS Feed (with built in player) RSS Feed
  11. 11. “ You know my methods. Apply them.” Social Media By Channel
  12. 12. <ul><li>Apply community organizing principles </li></ul><ul><ul><li>Are they talking directly to your mission? </li></ul></ul><ul><ul><li>Are they talking about issues related to mission, or do they even have a stake? </li></ul></ul><ul><li>How frequently do they talk about your cause/mission online? Where? </li></ul><ul><li>What is this partner’s preferred channel to communicate? </li></ul>“ I had no idea that such individuals exist outside of stories” Finding Your Watson Online
  13. 13. “ I am lost without my blogger…” Engaging Bloggers <ul><li>Don’t simply e-mail press release (but do include) </li></ul><ul><li>Read the blog first before engaging </li></ul><ul><li>Figure out where best to contact (e-mail? Twitter? </li></ul><ul><li>Encourage transparency </li></ul>Above quote from BBC’s “Sherlock: A Study in Pink” (2010)
  14. 14. “ Nothing clears up a case so much as stating it to another person” Blogging Effectively <ul><li>Planning/Strategy </li></ul><ul><ul><li>Create an editorial calendar for at least 3 months in advance </li></ul></ul><ul><ul><li>Determine contributors, frequency of posts (including scheduled posts) </li></ul></ul><ul><ul><li>Check posts for grammar, spelling </li></ul></ul><ul><ul><li>Don’t be afraid to share other assets (photos, video, etc) </li></ul></ul><ul><li>Determine appropriate measurements </li></ul><ul><ul><li>Analytics – who’s visiting (Google Analytics/Woopra)? </li></ul></ul><ul><ul><li>Spreading the word (Technorati, other social media channels) </li></ul></ul><ul><ul><li>Bookmarking/Distribution (Add/Share This Chiclets, Digg, Delicious, Reddit, et al) </li></ul></ul><ul><ul><li>Finding bloggers (Icerocket, Google Blog Search) </li></ul></ul>
  15. 15. &quot;These are much deeper waters than I had thought.&quot; Using Twitter Effectively <ul><li>Follow Twitter users driving conversations around mission </li></ul><ul><ul><li>Twellow </li></ul></ul><ul><ul><li>Ifollow </li></ul></ul><ul><li>Consider using engagement platform </li></ul><ul><ul><li>Hootsuite </li></ul></ul><ul><ul><li>Tweetdeck </li></ul></ul><ul><ul><li>PeopleBrowsr </li></ul></ul>
  16. 16. <ul><li>Share documents/articles of interest </li></ul><ul><li>Spend time “listening” to Twitter conversation </li></ul><ul><li>Analytics – look more at ratio of retweets and @s over followers/following </li></ul><ul><li>More Info - http://www.slideshare.net/GordonDym/twitter-chicago-nettuesday </li></ul>
  17. 17. “ Let us hear the suspicions. I will look after the proofs” A Few Brief Notes About Facebook <ul><li>Cause App good, FB page better </li></ul><ul><ul><li>Allows current/potential advocates to “interact” with agency </li></ul></ul><ul><ul><li>“ Favorite” other, like-minded pages </li></ul></ul><ul><li>Pages will require regular maintenance </li></ul><ul><ul><li>Regular updating (1X/Day) </li></ul></ul><ul><ul><li>Knowledge of FMBL/HTML (Coding) </li></ul></ul><ul><ul><li>Create unique welcome tab </li></ul></ul>
  18. 18. These are much deeper waters than I had thought More About Facebook <ul><li>Share media via updates </li></ul><ul><ul><li>Video </li></ul></ul><ul><ul><li>Links </li></ul></ul><ul><ul><li>Photos </li></ul></ul><ul><li>Encourage members to “like” and “share” updates </li></ul><ul><li>Note: specific rules about contents </li></ul><ul><li>Note: Privacy Concerns </li></ul>
  19. 19. The world is full of obvious things which nobody by any chance ever observes Other Online Channels <ul><li>Image and video sharing </li></ul><ul><ul><li>Images: Flickr, Photobucket </li></ul></ul><ul><ul><li>Videos – You Tube and others (see http://is.gd/eY1Lj ) </li></ul></ul><ul><li>Document Sharing - Scribd </li></ul><ul><li>Virtual Worlds/Second Life </li></ul>
  20. 20. Social Media Measurement “ It is a capital mistake to theorize before one has data. Insensibly one begins to twist facts to suit theories, instead of theories to suit facts”
  21. 21. “ I am glad of all details…whether they seem to you to be relevant or not” Measurement – Knowing Your Outcomes <ul><li>What Are You Looking To See Happen? </li></ul><ul><ul><li>When developing campaigns, events, etc that involve online engagement, determine what you will be tracking online </li></ul></ul><ul><ul><li>Measurement is more than just your followers/audience, it’s also about your performance </li></ul></ul><ul><li>Results Will Fluctuate Over Time </li></ul><ul><ul><li>Developing an “agency” voice (or “brand” takes time, effort, and work ; no shortcuts or rules </li></ul></ul><ul><ul><li>Ultimately, measuring how well you are able to express agency voice/mission/cause online </li></ul></ul>
  22. 22. “ Data! Data! Data!...I can't make bricks without clay” Starting Points For Measurement <ul><li>Quantitative Data </li></ul><ul><li>Followers/Following/Fans </li></ul><ul><li>Volume of overall content </li></ul><ul><li>People sharing content (engagement) </li></ul><ul><li>People liking status (engagement) </li></ul><ul><li>Demographic information </li></ul><ul><li>Blog/comment and/or forum/reply ratio </li></ul>
  23. 23. “ It is a capital mistake to theorize before you have all the evidence. It biases the judgment” More Starting Points for Measurement <ul><li>Qualitative Data </li></ul><ul><li>How are people talking about agency/mission? </li></ul><ul><li>Tone of conversation </li></ul><ul><li>Conversation dynamics </li></ul><ul><li>Are other non-profits citing your work? </li></ul><ul><li>How are “unrelated” bloggers writing about you? </li></ul>
  24. 24. It is of the highest importance in the art of detection to be able to recognize, out of a number of facts, which are incidental and which vital Finding & Tracking Social Media Data <ul><li>Listening Platforms – export data </li></ul><ul><li>Social Media Platforms & Dashboards – Provide Stats </li></ul><ul><ul><li>Facebook Fan Pages – Insights </li></ul></ul><ul><ul><li>Facebook Public Walls – Lexicon </li></ul></ul><ul><ul><li>Hootsuite – Stats on Forwarded Links </li></ul></ul><ul><li>Tracking & Recording Data </li></ul><ul><ul><li>Google Spreadsheets </li></ul></ul><ul><ul><li>Open Office </li></ul></ul>
  25. 25. “ Any truth is better than indefinite doubt. “ For some great Social Media Blogs…. <ul><li>Beth Kanter – http://www.bethkanter.org </li></ul><ul><li>Liz Strauss - http://www.successful-blog.com </li></ul><ul><li>Jason Falls - http://www.socialmediaexplorer.com </li></ul><ul><li>Terry Starbucker - http://www.terrystarbucker.com </li></ul><ul><li>Amber Naslund - http://www.brasstackthinking.com/ </li></ul><ul><li>David Armano – http://darmano.typepad.com </li></ul>
  26. 26. Online Resources About Sherlock Holmes <ul><li>I Hear of Sherlock Podcast – http://www.ihearofsherlock.com </li></ul><ul><li>Free Audiobooks Available via Librivox - http://www.librivox.org </li></ul><ul><li>Discovering Sherlock (PDFs) – http://sherlockholmes.stanford.edu/index.html </li></ul><ul><li>Book: Sherlock Holmes for Dummies </li></ul><ul><li>Browse shelves of Open Books , 213 W Institute Place ( http://www.open-books.org ) </li></ul>
  27. 27. <ul><li>Remember, why do we work towards advocating and engaging others in our missions…. </li></ul><ul><li>“ The work is its own reward” </li></ul>
  28. 28. Questions & Comments
  29. 29. Contact Information <ul><li>Gordon Dymowski </li></ul><ul><li>http://www.gordondymowski.com </li></ul><ul><li>http://www.blogthispal.com </li></ul><ul><li>Phone: (773) 809-4473 </li></ul><ul><li>[email_address] </li></ul><ul><li>Twitter: @gordondym </li></ul><ul><li>Thanks for attending! </li></ul>
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