AUBOC Social Media 101


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Social Media 101 presentation part of AUB's Online Collaborative Social Media 101 workshop presented by Mohammad Hijazi

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AUBOC Social Media 101

  1. 1. Welcome toSocial Media 101
  2. 2. So what is social media?O Social media is the use of web-based and mobile technologies to turn communication into interactive dialogue. It is a group of Internet-based applications that build on the ideological and technological foundations of Web 2.0, which allows the creation and exchange of user-generated content.
  3. 3. Web 2.0O A Web 2.0 site allows users to interact and collaborate with each other in a dialogue as creators of user-generated content in a virtual community, in contrast to websites where users are limited to the passive viewing of content that was created for them.
  4. 4. Web 2.0O A Web 2.0 site allows users to interact and collaborate with each other in a dialogue as creators of user-generated content in a virtual community, in contrast to websites where users are limited to the passive viewing of content that was created for them.
  5. 5. User Generated ContentO UGC is on-line content that is produced by users of web sites, as opposed to traditional media producers such as broadcasters and production companies. It reflects the democratization of media production through new technologies that are accessible and affordable.
  6. 6. Social media is an online conversation! Look who’s talking:O your customers O your criticsO your donors O your fans & friendsO your volunteers O your competition....O your employees O anyone who has internetO your investors access and an opinion.
  7. 7. Social Media is not freeResources required for social media may include: O Strategic consultation O Training O Creating content O Integrating tools O Distributing content O Relationship management O Measuring value
  8. 8. So what is social media REALLY?
  9. 9. Questions?
  10. 10. Social Media Tools
  11. 11. History of Social Media
  12. 12. Information Overload?
  13. 13. Information Overload? O You do not have to acquire ALL the knowledge O Pace yourself O Interact only with people or topics that you care about O Do not start using all the tools at once O Take breaks and remember to breathe
  14. 14. Social networking sitesO People and organizations connect and interact with friends, colleagues and fans.O Popular social networks include Facebook and MySpace, Linkedin, bebo, and Ning.O There are niche social networks for just about everything.
  15. 15. Social networking sitesO create online profilesO share photos, video, and audio, linksO send private message and instant messageO learn more about people and organizationsO Follow brands, celebrities, and gain your own fans
  16. 16. Facebook pagesO Your brand’s homepage on Facebook.O Allow you to post photos, videos, events and other messages.O Users interact with you by O Becoming fans O Commenting on your posts O Participating in discussions O Post photos to your pageO Fans see your page updates in their newsfeed
  17. 17. Facebook applications
  18. 18. LinkedinO On LinkedIn your can: O Post a profile and resume O Connect with colleagues O Share professional recommendations O Find jobs O Forums to demonstrate expertise and find answersO average individual salary on LinkedIn is $109,000
  19. 19. Social NetworkingDo Don’tO establish a presence on the O create a page and fail to social networks your customers maintain it and colleagues use O try a hard sell approachO create a page to promote your brand O censor commentsO point your fans to your O spam your fans/friends with company blog or contest frequent private messages – you’ll drive them awayO encourage a discussion and participate frequently O post false informationO explore targeted advertising opportunities
  20. 20. BlogsO A blog is a website with regular entries of commentary or news usually presented in reverse chronological order.O Blogs serve to establish your company as transparent, relevant, active, and expert.
  21. 21. BlogsO engage in dialogue with your customersO improve your search engine visibilityO promote product launches and eventsO gain expert status by providing useful tips
  22. 22. BlogsDo Don’tO post on a regular schedule O write press releases – be real about why something isO encourage conversation by exciting asking questions O let complaints goO respond to people that unanswered comment on your posts O make users register toO use a few bloggers from comment – they won’t your company for more bother viewpoints O delete fair but critical comments
  23. 23. MicrobloggingO Microblogs are blogs limited to a sentence or two (about 140 characters)O People use microblogging to promote themselves, share content and follow friends, celebrities and brandsO Companies use it for marketing, public relations and customer service by giving their brand a voice within the community
  24. 24. TwitterTwitter can help you:O share timely informationO promote useful content including resources, contests, deals, etc. (not just your own)O personify your brandO connect with your customers and develop leadsO build credibility and influenceO listen to consumer buzzO research competitorsO network and learn from experts in your field
  25. 25. MicrobloggingDo Don’tO find and share useful content O sound like a press release – you’re in a social spaceO pose questions and reply to others O spam with constant links to your company website, eitherO keep it fun - put a friendly face in tweets or private messages on your brand O post useless information – doO promote sales, deals, news, people really care what you updates, and build buzz for big had for lunch? releases or eventsO know what people are saying about your brand
  26. 26. Video SharingO Video sharing sites let you upload videos and share them with people.O They’re a perfect repository for video blogs, taped seminars, witty Power Points, commercials, how-to’s and a behind-the-scene look at your organization.
  27. 27. Video SharingO helps you gain exposure and direct traffic back to your websiteO sparks interest without a hard-sellO videos can be low-fi and cheap to produce - immediacy and content is more important than quality.O videos can be a place to showcase your leadership in a field, and spread customer testimonials
  28. 28. Social news & bookmarkingO Social bookmarking sites allow users to save, share, organize, comment on and search webpage bookmarks.O Community votes on your submissions so they either rise to the top or drop to the bottom.
  29. 29. Photo SharingO Photo sharing sites give you a place to upload and organize your photosO You can invite friends to check out your photos and people can find your photos by searching for the keywords (tags) you apply to your photos.
  30. 30. Photo SharingO detail the launch of a new product, from initial sketches to the launch partyO promote special events, charitable campaigns, and awards ceremoniesO provide an inside look at your organization, making it appear glamorous, busy, fun, or innovative
  31. 31. Message Boards / Internet ForumsO An Internet forum, or message board, is a bulletin board system in the form of a discussion siteO conversation takes place between registered members who post topics (threads) and make public comments (posts) on those threads
  32. 32. WIKIs (What I Know Is)O A wiki is a website that allows visitors to easily add, remove, and edit content – this makes them great collaboration toolsO Wikipedia, for example, is an encyclopedia is written collaboratively by volunteers from all around the world; anyone can edit it
  33. 33. Virtual realityO Internet-based 3D virtual worlds like Second Life reimagine our world with all its potential for commerce and brandingO people interact through characters called avatarsO residents explore, meet other residents, socialize, participate in individual and group activities, and create and trade items and services with one another
  34. 34. Virtual realityO hold media conferences in Second Life to generate buzz (World Bank reports in world)O create and sell branded products accompanied by coupons and advertising for real-world storesO purchase land, build stores, and open for businessO publish streams of audio or video on people’s properties
  35. 35. Podcasts (Personal On-Demand Broadcast)O A podcast is a series of audio or video files which is distributed by syndicated download to your computer, for use on an MP3 player or computer.O Podcasts can be simple recordings of conversations, presentations, or interviewsO They’re a chance to provide build an audience around your brand or message.
  36. 36. Web & Mobile AppsO A web app is a computer program accessed over the internet.
  37. 37. Web & Mobile AppsO By 2014, the mobile app market is expected to reach US $58-billion, marking growth of 1,000% from 2010. - Financial Post
  38. 38. Do you see the power of social media yet?
  39. 39. Questions?
  40. 40. Ten Keys toSocial Media Success
  41. 41. 1. Experiment with Social MediaO Experiment personally before professionallyO Try a variety of social media toolsO Be yourself, make some friends, and share
  42. 42. 2. Make a Plan1. Discovery 4. Execution (people, competition, (tools, integration, and search engines) policies, and process)2. Strategy 5. Maintenance (opportunities, (monitor and adapt) objectives)3. Skills (identify internal resources and gaps)
  43. 43. 3. ListenO Find where your audience is participating & identify the influencersO Read industry blogs (including comments)O Google your organization’s name & your competitionO Find tools that can help you listen
  44. 44. 4. Be transparent & honestO Avoid puffery (people will ignore it)O Avoid evasion and lying (people won’t ignore it)O Companies have watched their biggest screw-ups rise to the top 10 of a Google searchO Admit your mistakes right away
  45. 45. 5. Share your contentO Don’t be afraid to share. Organizations, like people, need to share information to get the value out of social mediaO Make your content easy to shareO Incorporate tools that promote sharing: O Share This, RSS feeds, Email a friend
  46. 46. 6. Be personal and act like a personO Dont shout. Dont broadcast. Don’t brag.O Speak like yourself – not a corporate marketing shill or press secretaryO Personify your brand – give people something they can relate to.
  47. 47. 7. Contribute in a meaningful wayO Think like a contributor, not a marketerO Consider what is relevant to the community before contributingO Don’t promote your services on every postO Win friends by promoting other people’s content if it interests you
  48. 48. 8. See criticism as an opportunityO Don’t try to delete or remove criticism (it will just make it worse)O Listen to your detractorsO Admit your shortcomingsO Work openly towards an explanation and legitimate solution
  49. 49. 9. Be proactiveO Don’t wait until you have a campaign to launch - start planning and listening nowO Build relationships so they’re ready when you need them
  50. 50. 10. You can’t do it all yourselfO You need buy in from everyone in the organizationO Convince your CEO or boss that social media is relevant to your organizationO Get your communications team together, discuss the options, then divide and conquer
  51. 51. 3 take away messages1. Web 2.0 is about social interactions.2. Participate by enabling and feeding the conversation (follow the 10 keys to success)3. Be transparent & honest
  52. 52. Social Media Etiquette
  53. 53. Questions?
  54. 54. Social Media Myths
  55. 55. “Social media is just afad – it will go away.”
  56. 56. “Social media isinexpensive.”
  57. 57. “If we put our contentonline we’re just givingour expertise away for free!”
  58. 58. “We can’t measure social media results.”
  59. 59. “Social media might workfor certain industries and business modelsbut it won’t work for us.”
  60. 60. “Tell the programmers to setup that social media thing….and get them tomake it viral while they’re at it!”
  61. 61. “YouTube is that site forfunny cat videos – you’ll cheapen our brand by putting our video on there!”
  62. 62. “I’ve started a Facebookpage so I’ve got social media covered!”
  63. 63. “If we just delete allnegative comments noone will see them.”
  64. 64. “No seriously, I don’t think anyone willnotice if we delete those negative comments.”
  65. 65. “If we build it they will come.”
  66. 66. “We have to figure thisall out before we start using social media.”
  67. 67. “Social Media is hard.”
  68. 68. “Social Media is easy.”
  69. 69. THE END