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Day 3, Workshop 6 | Social Media
Day 3, Workshop 6 | Social Media
Day 3, Workshop 6 | Social Media
Day 3, Workshop 6 | Social Media
Day 3, Workshop 6 | Social Media
Day 3, Workshop 6 | Social Media
Day 3, Workshop 6 | Social Media
Day 3, Workshop 6 | Social Media
Day 3, Workshop 6 | Social Media
Day 3, Workshop 6 | Social Media
Day 3, Workshop 6 | Social Media
Day 3, Workshop 6 | Social Media
Day 3, Workshop 6 | Social Media
Day 3, Workshop 6 | Social Media
Day 3, Workshop 6 | Social Media
Day 3, Workshop 6 | Social Media
Day 3, Workshop 6 | Social Media
Day 3, Workshop 6 | Social Media
Day 3, Workshop 6 | Social Media
Day 3, Workshop 6 | Social Media
Day 3, Workshop 6 | Social Media
Day 3, Workshop 6 | Social Media
Day 3, Workshop 6 | Social Media
Day 3, Workshop 6 | Social Media
Day 3, Workshop 6 | Social Media
Day 3, Workshop 6 | Social Media
Day 3, Workshop 6 | Social Media
Day 3, Workshop 6 | Social Media
Day 3, Workshop 6 | Social Media
Day 3, Workshop 6 | Social Media
Day 3, Workshop 6 | Social Media
Day 3, Workshop 6 | Social Media
Day 3, Workshop 6 | Social Media
Day 3, Workshop 6 | Social Media
Day 3, Workshop 6 | Social Media
Day 3, Workshop 6 | Social Media
Day 3, Workshop 6 | Social Media
Day 3, Workshop 6 | Social Media
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Day 3, Workshop 6 | Social Media

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Workshop #6: Mastering Social Media …

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.

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  • 1. My Resource for Excellence. Get More Bytes for your Bucks! 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
  • 37. My Resource for Excellence. Get More Bytes for your Bucks!

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