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  1. 1. Will RussellSocial Media Internet Services Manager Royal Society of Chemistry © ALPSP
  2. 2. Video – Social Media Revolution
  3. 3. AIMSSocial Media, Still?What’s Happening?Best Tips!From new tools to new culture
  4. 4. The ScheduleChangesSocial WebConsiderationsSummary
  5. 5. KEY MESSAGESCreating and engaging in compelling content is essentialFind the right staff to do itGet on with it
  6. 6. Changes2007 - PresentTechnologyVolume of dataWebsites became infrastructureSocial Web WinnersDevices, Platforms, Data(these three coming soon!)
  7. 7. 社会化媒体社会的ネットワー 소셜 네트워크ク
  8. 8. New Challenges - Volume of Data
  9. 9. What does this mean? 3,892,179,868,480,350,000,000 information “bits” byte = 8 bits, 1 KB = 1024 bytes486522483560043750000 bytes475119612851605225 KBIf that was just articles -Taking an articles that is 90670 bytes5,365,859,529,723,654 articles5 Quadrillion articles - but it’s not all articlesWe have to help people find ourcontent!
  10. 10. Constantly EvolvingMore Acceptance More MeasurableMore Real time More CombiningMore Devices Real World Integration And a changing playing field - MySpace
  11. 11. Social Media Changes Social Media  Social Networks  Twitter  Online Video  The Rest• Considerations• Summary
  12. 12. Social NetworksVertical and Horizontal
  13. 13. Facebook ~900 Million Active Users Social Network messaging is the new e-mail. Note – last year was 500 million active users. Facebook Stats -
  14. 14. Become a Fan!
  15. 15. Facebook Stats More than 900 million active users Over 50% of active users on Facebook every day An average of 3.2 billion Likes and Comments generated by Facebook users per day during the first quarter of 2012. More than 42 million Pages with ten or more Likes at the end of March 2012. 1/3 of women now check Facebook before going to the bathroom in the morning?
  16. 16. Mobile Stats > 500 million active users of Facebook on Mobiles Mobile users are twice as active.
  17. 17. EdgeRank and Getting Seen on FacebookLess than 16% of people whoLIKE your page will see thecontent due to EdgeRankAffinity – Interactions with whois pushing newsEdge – photos and videoshigher than linksRecency – How recent theinteraction was.
  18. 18. Build EdgeRank before campaignsAsk QuestionsWho would you?What would you?
  19. 19.
  20. 20. To Consider Where are you on Facebook? How do you interact with the Facebook Community? How do you find the Facebook community; how do they find you?
  21. 21. Facebook Tips Update don’t spam Go out and Find Mention followers on your page Make it fun – appropriate language Make it easy to contribute
  22. 22. Google+ 1 Month – 20 million users Facebook and Twitter 2 years to reach 20 million users!
  23. 23. Google+ Circles
  24. 24. Linked In
  25. 25. MyRSC
  26. 26. MendeleyMixing Article Management with Social Networking The for research papers?
  27. 27. Papers Management System • Watch Folder • Sort by Author • Tag and Search
  28. 28. What papers are being looked at by the group The for research papers?
  29. 29. How Mendeley made me buy a book
  30. 30. STATS 1 Million Client App Downloads 80,000 Groups •107,826,928 articles •5,557,773 added in Chemistry• ~900 referrals per month to
  31. 31. Social Media Changes Social Media  Social Networks  Twitter  Online Video  The Rest• Considerations• Summary
  32. 32. Twitter
  33. 33. What is Twitter The News Microblogging service - blogs of ~140 characters that you can send to your friends. Great way of sharing links Send the blog via your mobile or PC, link your twitter feed to other sites. Broadcast to the world!
  34. 34. Twitter updates VS Facebook Status The World Agreed Friends No need to follow back
  35. 35. Why might publishers use Twitter?• News• Listening• Feedback•Allow your customers to tweet your content –recommending it to their friends•Chemistry World has +140K Followers!Initiating ideas that the crowd turn into products!
  36. 36. Tweet the latest stories
  37. 37.
  38. 38. Twitter Tips•Think When to Tweet•Use hashtags #ALPSP•Don’t just broadcast – Interact•Search & Follow•Search & Reply - Keywords•Ask questions – get replies•Use the Description opportunity•Know when you are being tweeted 1.Listen 2.Connect 3.Add Value
  39. 39. Find us on TwitterDavid - @drs1969Will –@ChemPub@Willz
  40. 40. Twitter Tools – HootsuiteBrowser based (no download) See replies See messages Multiple streams
  41. 41. The Power of the Retweet
  42. 42. Twitter Take Home Where are you on Twitter? How do you interact with the Twitter Community? How do you find the Twitter community; how do they find you?
  43. 43. Social Media Changes Social Media  Social Networks  Twitter  Online Video  The Rest• Considerations• Summary
  44. 44. Online Video Online Video
  45. 45. Professional Production
  46. 46. Making Your Own Technology & software are affordable Hosting can be free Easy to embed into your website TAKES TIME! v=GjFT7Rek_kA&feature=player_embedded
  47. 47. Random HouseThree books – make a video
  48. 48. Customer / Author-submittedcontent
  49. 49. aim to increase journal visibility – of Number Theory JACS
  50. 50. IOP Video Abstracts
  51. 51. YouTube Stats More than 3 billion views per day More video is created in 30 days than the 3 major US networks output in 60 years
  52. 52. Business case ROI +100K views on Youtube Cost of giving it a go – free (takes time – but get an enthusiast to do!)
  53. 53. Video meets Book The VOOK New devices break traditional paper formats – more later! Will production staff start to need video skills to go beyond the text, video assets and creation?
  54. 54.
  55. 55. Youtube Take Home Where are you on YouTube? How do you interact with the YouTube Community? How do you find the YouTube community, how do they find you?
  56. 56. Social Media Changes Social Media  Social Networks  Twitter  Online Video  The Rest• Considerations• Summary
  57. 57. Flickr  Random House crowd sourcing for a book cover
  58. 58. Social BookmarkingWikipedia –Social bookmarking is a method for Internet users to store, organize, search, and manage bookmarks of web pages on the Internet with the help of metadata.Telling others that you’ve found something of interest.
  59. 59. Blogs
  60. 60.
  61. 61. Social Media Changes Social Media  Social Networks  Twitter  Online Video  The Rest• Considerations• Summary
  62. 62. How do you get started? Use in house expertise! Know your mission Listen Research your audience (who, what channels, how) Engage Enable staff with passion Be human What do your customers want? Don’t just hide marketing – you will be un followed quickly (consider offers, news, customer services, feedback)
  63. 63. LISTENWhat are people saying about:•Your brand•Your subject•Your keywords•You
  64. 64. Exercise: Online Listening Where are people talking about your subject? By searching for keywords with free online tools, look for places where you might want to add to the conversation.
  65. 65. What does success look like?
  66. 66. Whatever you are aiming for!UsageCustomer SatisfactionSales ReferrersMarket Knowledge RetweetsSupport Costs Resolved issuesBuzz SalesRelationships Return Visits Usage
  67. 67. And More!Look for Unexpected Success! Watch your analytics and respond where success is unexpected
  68. 68. RisksHow will you deal with - Copyrighted content Libellous remarks Threats Inappropriate material Novelty wears thin React Appropriately Time is lost Be Ready Allow users to report content – ensure that you look into the legal side!
  69. 69. Social Media Policy
  70. 70. Why social web matters!How can you enable your readers to -  Find your content  Distribute your content  Use your content  Create your content  Collaborate around your content  Interact with your content  Be your content