Workshop #6: Mastering Social Media LinkedIn, Facebook, YouTube, Yahoo answers, Wikipedia, Twitter…and so many are ready to be discovered! A link leading to your Web page is also a vote for your page and for your website. All search engines take the number of inbound links to a website into account in their algorithms. The number of links is not the only factor, the quality and the community of links are also important. During this workshop, we will give you the keys to enter this effervescent world of social media & community building.

1. My Resource for Excellence.
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Workshop #6: Mastering Social Media
9:00am-11:30am, Friday, September 25th, 2009

2. Social Media - Community
Geographic
Community
A group of interacting people living in a
common location.
Virtual Community
A group of people that primarily interact
via communication media such as Interest / Intent…
newsletters, telephone, email or instant
• Plants • Aboriginal
messages and social media rather than
• Fish Culture
face-to-face, for social, professional,
• Insects • Painting
educational or other purposes.
• Aviation • Sculpture
• Old cars • Global warming
Community Members…
Share with, collaborate with, recommend
to, and trust other community members.

3. Social Media – Community building
Level of Risk for your
Commitment Corporate Image
• Solicit ……….……….. High Low
• Contribute………..…. Low Low
• Socialize………….… High High

4. Social Media – Soliciting Inbound Links
Active mode
(solicitation)
Website
Community
Quality
Quantity
Process
Tools Copyright Thierry Arsenault
Directories
MAAC
Local SEs
Passive mode
Natural referents
Links policy

5. Social Media – Soliciting Inbound Links
Steps to a Successful Link-building Campaign
Copyright Thierry Arsenault
Start with your keyword list and phrases
to specific target groups
Research & create a list of potential
websites and pages (community)
Customize your contacts
Create a standard letter with clear easy
linking instructions (right anchor text)
Follow up by e-mail or telephone.
(Send out a thank-you letter)
Assess the quality of inbound links on a
regular basis.
Remember : A one-way link
is better than a reciprocal link

6. Social Media – Steps
8 Steps to Approach Social Media
1. Identify social media
(Digg, Facebook, YouTube, Twitter…)
2. Publish quality, unique, fun, targeted
and call-to-action content
3. Enable content sharing tools on your
website and social media accounts
(social bookmark and RSS links)
4. Create synergy between your different
social media accounts and other social
media networks
5. Contribute before you socialize
6. Socialize, be honest and have fun
7. Monitor – Reputation + Results
(Google, Technorati…)
8. Back to step one

7. Social Media – Identify Publishing, blog and picture
Music and Podcast
Search engine, Encyclopedia, Map
Browsing
Social bookmark
E-mail, Chat and voice
Social network
Productivity
Video
Source: Webware 100, 2008: http://www.webware.com/html/ww/100/2008/winners.html

8. Social Media – Create Synergy
Network
Map Bookmark
Blog
Video Picture
Website
Answer Wiki RSS Feed
Direct Link
Micro-Blog
indirect Link

9. Social Media – Q&A Web site
http://answers.yahoo.com 5- Contribute
• Community-driven knowledge market website
• Participants ask and answer questions on a
wide range of topics
• Launched in 2005
• 60 million users in 2006
• 65 million answers in 2006
• Free
• Revenue source: Advertising (MSN)
• Functions
– Build profile
– Ask questions
– Answer questions
– Vote for the best answer
– Vote for the worse answer
– Cumulating points
• Yahoo answers is index by Yahoo.

10. Social Media – Q&A Web site
http://answers.yahoo.com Contribute

11. Social Media – Q&A Web site
http://answers.yahoo.com Contribute
Create an account on Yahoo
answers.
Search questions that are still
open for answers and are
related to your expertise.
Answer with a link to your
website.
Copyright Thierry Arsenault

12. Social Media – Wiki ? Blog?
Blogs
Wikis

13. Social Media – Wiki Web site
5- Contribute
www.wikipedia.org
• Open content encyclopedia
• Launched in 2001
• 10 million articles
• 253 languages
• Millions of users
• Free
• Owned by the Wikimedia Foundation,
• Articles are made available
immediately
• Functions
– Account
– Editing model
– Editing history/tracking
– Watchlist
– Different level of users
– privileged users Send messages
– Chat

14. Social Media – Wiki Web site
www.wikipedia.org Contribute

15. Social Media – Wiki Web site
Contribute
www.wikipedia.org
• Open an account
• Search articles
• Edit articles
• Add back links (external link section)
• Create articles on your institution
• Link to your Wikipedia institution page
• Create a watch list on your institution page
• Visit often
Copyright Thierry Arsenault

16. Social Media – Picture Web site
www.flickr.com Contribute

17. Social Media – Picture
www.flickr.com Contribute
• Open account
• Upload pictures
• Group your pictures by category
• Tag your picture
• Tag within your picture
• Alt text your pictures
• Add description
• Place photos on a map (GPS)
• Add a back link in your description
• General public access
• Royalty-free
• Your picture should be:
– Availabe to general public
– Royalty-free
– Share with other interest groups

18. Social Media – Video
www.youtube.com
5- Contribute Socialize
www.m.youtube.com
• Most important Video sharing Web site
• Launched in 2005
• Owned by Google since 2006
• 3 billions video view per month
• 79 millions users per month
• 100 millions videos watch every day
• 50,000 videos add every day
• 83.4 millions videos
• 3.75 millions user channels
• Revenue source: Advertising (Google)
• Mobile version
• Functions
– View video
– Build profile
– Upload video (10minutes 1gb, 320x240,
480x360/)
– Share video
– Video blogging
– Tag within video
– Director, musician,comedian, guru,non-profit,
reporter.

19. Social Media – Video
www.youtube.com Contribute Socialize
www.m.youtube.com

20. Social Media – Video
Contribute Socialize
Maritime Museum – Nova Scotia
Canadian Museum of Nature – Ontario
Royal Tyrrell Museum– Alberta

21. Social Media – Video
Contribute Socialize
Increase your Video Viewed Count?
• Optimize inside YouTube • Response on other YouTube popular video
– Most viewed, Top-rated, Most discussed, Top in your community with your video
favourites, Rising videos, Recently featured, (video response)
Most responded and YouTube video awards) • Subscribe to groups and channels
• Add your URL in the description, even if it is • Create a stream (video chat room)
not hyperlinked
• Enable active sharing function
• Add link where it is possible: bulletins, private
• Create category if you have many videos
message and group discussions
• Tag your video (long tail) using popular head
• Use a director or guru account
keywords
• Produce video regularly
• Add a description
• Produce viral video
• Create playlist
(short, informative unique et fun)
• Promote your channel RSS subscription
• Multi-publish your YouTube videos
on other site, blogs,newsletter…
• Embed your video to your website
or blog – Automatic playing.

22. Social Media – Network
www.facebook.com 5- Contribute Socialize
• Most important Networking Web site
• Launched in 2004
• Redesign in September 2008
• 100 millions users
• 400,000 developers
• Free
• Revenue source: Advertising (MSN)
• Functions
– Build profile
– Privacy setting
– Add friends
– Post picture, video, text, status, classified ads…
– Send messages
– Chat
– Add your blog posts
– Update other profiles (Wall)
– Network discovery system…
– RSS feed your blog to your Fan page
• Thousands of applications (video, events, games,
• Application development platform

23. Social Media – Network
www.facebook.com Contribute Socialize

24. Social Media – Network
Networking site: Facebook Fan page Contribute Socialize

25. Social Media – Network
www.facebook.com Contribute Socialize
• Set-up a fan page
• Invite your employees
• Invite their network
• RSS feed your blog to your fan page
• Join group with your corporate profile…if
appropriate
• Join groups with your personal profile
and recruit for your fan page
• Use and or create applications (Art
collection)

26. Social Media – Network
Most Important Social Network
Source: Seekingalpha.com

27. Social Media – Map + Travel Websites
http://travel.yahoo.com 5- Contribute
http://maps.google.com
• Google Maps is one of the most important Web
mapping service with MapQuest from AOL.
• Launched in 2005
• Free
• Revenue source: Advertising (Google)
• Functions
– Satellite images
– Direction
– Comments
– Rating
– Picture
– Geocoding
– Personalization (Mymap) Copyright Thierry Arsenault
– Embed map
• API for developers

28. Social Media – Map + Travel Websites
http://travel.yahoo.com 5- Contribute
http://maps.google.com
• Make sure there is a link to your website
– Are you listed?
– Sign-up with Google
• Confirmation process
– Update your listing
• Hours , payment, picture, contact, description, video,
coupons,..
• Use strategic keyword in your description
• Monitor your reputation
• Influence your reputation
• Review other popular local destinations with a
mention of your location.
• Add your location coordinate on your website, blog,
picture, video…
Copyright Thierry Arsenault
• Embed Google Map on your website
* Update at the source: YP directory and other travel
and local search websites

29. Social Media – Blog
5- Contribute Socialize
• Most important social media website
• First blog was available in 1994
• First blog hosting service was launched in 1998
(Open Diary)
• 120,000 new blogs per day
• 1.5 million posts a day
• 22 of the 100 most popular websites in the world are
blogs
• Free
• Functions
– Regular articles (news-diary entries)
– Regular comments
– Video, photos
– External links
– RSS
– Chronological entry

30. Social Media – Blog
5- Contribute Socialize
• Build your image: expert in your area + Unique +
Authority
• Effective writing: Always reverse pyramid –
journalistic style +
• Multimedia content
– Post YouTube videos/Channel, Flickr
pictures…
• Solicit inbound links
• Promote your RSS subscription (post,
comments)
• Link to and from your website
• Use your domain name (mapping feature)
• Hosted on your server if you can (sub-domain
• Increase comments and links
• Social bookmarking + my Yahoo + mygoogle…
• Tons of plog-in :More SEO friendly
• Submit your posts to blog SE and directories like
Technorati
• Add technorati tags on the bottom of the post
(plug-in)

31. Social Media – Micro-Blog
5- Contribute Socialize
• Micro –blog
• Limited to 27 words
• Over two millions users
• Mainly access (track and update
profile) using computer but cell
phone access is growing fast.
You should:
• Set twitter feed
• Feed Twitter with your RSS feed
• Use it during event

32. Social Media – Network (Avatar)
5- Contribute Socialize
• 15 million residents
• 865,000 active users each month
• 24,285 islands
• Use Linden dollar
– $5us dollars = $1,000 Linden
dollars
• Transaction on Paypal
You should:
• Walk around first – Get to know this
SecondLife world and economy…see if your
institution is a good fit.
• If yes, buy a land in a proper location to build
permanent place for your institution
– $9.95us/month Premium Membership
– From 5$ to $195us/month for land use
(depending on your square meter)
• Building design tools are included or you
could hired a design firm to jazz-up your
building and create animation.

33. Social Media – Network (Avatar)
5- Contribute Socialize

34. Social Media – Bookmark
5- Contribute Socialize
• Users save links to Web pages that they want
to remember and/or share
• First online bookmark site: itList in 1996
• Big players came in 2003
• Del.icio.us is owned by Yahoo and Stumble
upon by eBay
– Organize bookmarks with informal tags
– View other people bookmarks
– View how many users bookmarked a
specific page
– Bookmark alert
– Rate, share and comment bookmarks
– Join group
You should:
• Bookmark your pages and other pages that are high
authority for your key phrase
• Share with networks that will bookmark your pages
– soft strategic collusion
• Facilitate bookmarking on your website
• Be strategic: Timing and IP (look natural not
suspicious)
• Do not always submit your page first (pattern)
• Increase # of friends

35. Social Media – Enable Content Sharing Tools
Facilitate RSS Subscription + Content Sharing Enable

36. Social Media – If you have any questions…
Use the Forum on KX search engine
Canadian Heritage marketing training
Canadian Heritage Information Network
Thierry Arsenault
Specialist – Online Marketing
Telephone: 819-934-5003
E-mail: thierry_arsenault @ pch.gc.ca
Dany Vallerand
Membership Communications and Marketing Advisor
Telephone: 819-934-5028
E-mail: dany_vallerand@pch.gc.ca
http://www.chin.gc.ca/ATutor/login.php

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