Social Media 101


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Presented to the CGA Surrey, Langley, North Delta Chapter Professional Development event, November 19, 2011.

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Social Media 101

  1. 1. Social Media 101 Adrian Liem MiDSTRiDE DiGiTAL CREATiVE
  2. 2. If I was a Venn DiagramPsychology Grade 8 Web Grad Teacher Designer / Programmer Technology Ultimate Coach Strategist, Frisbee Project Coach Manager
  3. 3. Interests in this Room(aka: A disclaimer & advice for today)Personal Best Practice Workplace for Small Use Business Managing / Recruiting Best Practice Career Staff for Large Relevance Organizations
  4. 4. 1996
  5. 5. Credit: Time Patterson
  6. 6. 2001
  7. 7. 2006
  8. 8. 2011
  9. 9. LinkedInBy the NumbersLinkedIn went public in May 2011.After 1st day of trading, valued at$9 BILLION
  10. 10. FacebookBy the NumbersIf Facebook was a country, it would bethe 3rd largest in the world.(but is largely blocked in China)
  11. 11. TwitterBy the NumbersAverage number of "tweets" sent perday:Feb 2010: 50 MILLION
  12. 12. TwitterBy the NumbersAverage number of "tweets" sent perday:Mar 2011: 177 millionFeb 2010: 50 million
  13. 13. YouTubeBy the NumbersYouTube is now the worlds 2nd largestsearch engine.YouTube also happens to be owned byGoogle.
  14. 14. Why Social Media Matters● You cant ignore it (even if you want to)● Tremendous opportunity ○ To learn ○ To connect with others ○ To make an impact● New way of delivering (and finding) value
  15. 15. How did this happen???
  16. 16. Osborne vs. iPhone
  17. 17. Osborne vs. iPhone"Osborne Executive"● 100 x heavier● 500 x larger in volume● 10 x more expensive (ajusted for inflation)● 100 x slower (1/100 clock rate)Source:
  18. 18. Moores Law& Exponential Growth in Technology
  19. 19. In the "Old" Days<html><body><div class="content"><h1>In the old days</h1><ul><li>We wrote code by hand.</li></ul></div></body></html>
  20. 20. In the "Old" Days<html><body><div class="content"><h1>In the old days</h1><ul><li>We wrote code by hand.</li></ul></div></body></html>
  21. 21. In the "Old" Days
  22. 22. Web Publishing TodayWhat You See Is What You Get
  23. 23. Layers of Process Then
  24. 24. Layers of Process vs. "Turn Key" Then Now Start Finish!
  25. 25. Proprietary Then $ $$ $$$$ $$$$$$ $$$$$$$$ $$$$$$$$$$$$$$$$$$$$$$
  26. 26. Proprietary vs. Open Source Then Now $ $$ $$$$ $$$$$$ $$$$$$$$ $$$$$$$$$$$$$$$$$$$$$$
  27. 27. Example: WordPress● Open source software● Originally for blogging● Now used for full-blown websites● Powers more than 60 million sites● Freely available● Spurred a new industry of expertsDisclaimerAs a big fan/user/developer, Im biased :)
  28. 28. The Web ThenBroadcastMarketing Selling One
  29. 29. Web 1.0 vs. "Web 2.0" Then NowBroadcast User GeneratedMarketing Listening Selling Engaging One Everyone
  30. 30. Loudest Voice Wins EVERYONE can have a voice
  31. 31. SOCIAL
  32. 32. SOCIALcommunication interaction behaviour
  33. 33. "Social" has a tendency to spread
  34. 34. Tech Growth + Social Spread
  35. 35. Expontential Growth of Social Media
  36. 36. What exactly issocial media?
  37. 37. Introducing OkRobo
  38. 38. Help me help you(Ill ask you)What do you think? OkRobo is my suggestion on where to take notes
  39. 39. If social media were a Venn diagram 4 Big Components What do you think?
  40. 40. What is social media?
  41. 41. What is social media?
  42. 42. What is social media?
  43. 43. What is social media?
  44. 44. What is social media?
  45. 45. Social Media Technology Channels & "Apps"
  46. 46. Social Media Technology Channels & "Apps"
  47. 47. Social Media Technology Channels & "Apps"
  48. 48. Social Technographics Ladder*CREATORS "Classification ofCONVERSATIONALSTS people according toCOLLECTORS how they use socialJOINERS technologies."SPECTATORSINACTIVES *Forrester Research
  49. 49. Social Technographics LadderCREATORS ● Make contentCONVERSATIONALISTS ● Write blogsCOLLECTORS ● Upload videos,JOINERS music, photosSPECTATORSINACTIVES ● Publish websites
  50. 50. Social Technographics LadderCREATORS ● Respond toCONVERSATIONALISTS othersCOLLECTORS ● Post reviewsJOINERS ● Post commentsSPECTATORSINACTIVES ● Participate in online discussions ● Edit Wikipedia
  51. 51. Social Technographics LadderCREATORS ● OrganizeCONVERSATIONALISTS content usingCOLLECTORS RSS Feeds,JOINERS tags, votingSPECTATORS sitesINACTIVES
  52. 52. Social Technographics LadderCREATORSCONVERSATIONALISTS ● Connect withCOLLECTORS others in socialJOINERS networksSPECTATORS (like Facebook)INACTIVES
  53. 53. Social Technographics LadderCREATORSCONVERSATIONALISTS ● Consume socialCOLLECTORS contentJOINERS ● Read, watch,SPECTATORS listenINACTIVES
  54. 54. Social Technographics LadderCREATORSCONVERSATIONALISTS ● Neither createCOLLECTORS nor consumeJOINERS social contentSPECTATORSINACTIVES
  56. 56. Social Media = Social SettingSocial Setting = Social NORMS
  57. 57. Social Norms● Definition: ○ Accepted behaviours in social settings● Examples: ○ Going to a restaurant ○ Attending a seminar ○ Riding the Elevator ○ Buying a car
  58. 58. Example: Riding the Elevator● Let people out before you go in● Establish and maintain a buffer zone● Lower voice● Minimize eye contact, look at: ○ buttons ○ door ○ floor indicator ○ floor ○ feet ○ phone
  59. 59. Characteristics of an Elevator Trip● Relatively short in duration● Everyone has a clear purpose● Encounter complete strangers● Sometimes its empty, sometimes its full● Sometimes people are chatting, usually its quiet
  60. 60. Your Turn● Think of a social setting youre familiar with● What are the "norms / rules" of this setting?● Ideas: ○ Workplace ○ Driving ○ Conference● Write some notes on your own (5 minutes)● Discuss (5 minutes)
  61. 61. How aboutOnline Social Networking?
  62. 62. Characteristics ofTraditional Networking Events● Coordinated by an Organizer● Lasts a couple/few hours● Welcomed at the door● Name tag● Expected to mingle, make conversation● Everyone has a personal agenda● Occasionally sponsored
  63. 63. Characteristics ofOnline Social Networking● Coordinated by a system or "Site Admin"● Asynchronous (on your own schedule)● Identified by your Profile / User Account● Expected to mingle, make conversation● Everyone has a personal agenda● Occasionally sponsored
  64. 64. Some differences● Anonymity (sometimes)● Public exposure● Permanence & Archived Data● Fewer cues = Greater interpretation :(● Different language
  65. 65. The Vocabulary of Social Media● Tweet (noun, verb) ● Wall● Followers ● Apps● Following ● Pages, Groups● RT ● Status● Hashtag # ● Fan (noun, verb)● Tweeps ● Like● Feed ● Stories ● Timeline
  66. 66. 3 Key Norms of Social Media1. Authentic2. Transparent3. Personally relevant
  67. 67. Social Media& Your Career
  68. 68. Benefits for Your Career● Grow your professional network● Connect with peers and thought leaders● Get a peek into the culture of a prospective employer or prospective client● Discuss "issues of the day"● Learn new perspectives
  69. 69. LinkedIn
  70. 70. LinkedIn
  71. 71. LinkedInWhat● Worlds largest professional networkWhy● Personal professional development ○ Connect with peers, mentors, apprentices ○ Discover industry discussions, parallel fields
  72. 72. LinkedIn
  73. 73. LinkedIn Groups
  74. 74. LinkedIn Group Discussions
  75. 75. LinkedIn Answers
  76. 76. Top 10 Tips for LinkedIn 1. Sign up!! 2. Brand yourself 3. Add links to your websites / profiles 4. Highlight past accomplishments 5. Connect (with everyone?) 6. Ask for recommendations 7. Recommend others 8. Join groups 9. Join discussions10. Be transparent
  77. 77. Twitter
  78. 78. TwitterWhat● "Instantly connect to whats most important to you"Why● Connect with people● Discover relevant social content● Get a peek into interests of others
  79. 79. Brand Your Bio● Include a picture/avatar● Include a link to your primary web presence● Come up with a descriptive bio blurb (dont be shy, show some personality)
  80. 80. Twitter Bio
  81. 81. Twitter Bios: ComprehensiveExample"The largest independent news source coveringweb culture, social media and tech. Updatesfrom @mashable staff. Tweet @mashablehqfor questions and comments."
  82. 82. Twitter Bios: InformativeExample"Communication design agency, specializing indata visualization and annual reports."
  83. 83. Twitter Bios: CreativeExample"Raconteur, demagogue, libertarian, these area few of the words that I know how to spell."
  84. 84. Simple Tips● Listen and watch to learn the lingo● Follow the followers● Set up lists● Be wary of spammers
  85. 85. Following Followers
  86. 86. Following Followers
  87. 87. Following Followers
  88. 88. Manage streams of content● Organize into Twitter Lists● Use "dashboards"
  89. 89. Example: Hootsuite
  90. 90. Facebook
  91. 91. FacebookWhat● Social networkingWhy● Connect with people● Increase exposure● Build on-going communications● Organize & promote events
  92. 92. Facebook● Check your privacy settings
  93. 93. Apps & Permissions● Be aware of what permissions you grant
  94. 94. Professional Use● Page or Profile● Post updates on topics directly in your field, as well as tangentially related● Personal relevance and interest is key ○ Events, charities, fundraisers
  95. 95. Workplace ConsiderationsSocial Media Vegas● What happens in social media doesnt stay in social mediaPublished publicly?● Assume it will always be available to somebody somewhere
  96. 96. Social Media = Puerto Vallarta: All-Inclusive Personal Professional
  97. 97. Social Media Policies & Guidelines● Purpose: ○ Protect (organization and individual) ○ Manage expectations ○ Enable effective use● Include ○ Dos & Donts ○ Provide practical examples● Can be as simple or as complicated as you need it to be
  98. 98. Litmus Test: Before you postWould I be ok if my [ ________ ] read this? a. Mom / Dad b. Daughter / Son c. In-laws d. Customers / Clients e. Boss / Staff f. Peers
  99. 99. Benefits for Business
  100. 100. Business Practice is followingConsumer/User Trends with Social● Businesses are increasingly connecting with one another through social media● Particularly true for: ○ Small businesses ○ Contractors ○ Freelancers
  101. 101. Businesses have conversations too● VW commercial (● Green Peace response (
  102. 102. Benefits for BusinessWhat Do You Think?●●●
  103. 103. Benefits for BusinessBoost your web presence● Increase exposure and access● Increase web traffic / subscriptions● Improve search engine rankings
  104. 104. Benefits for BusinessIncrease your visibility● Gain exposure● Build your reputation● Have a voice at the "table"● Show another face to the community
  105. 105. Benefits for BusinessConnect with Prospects● Find new partnerships & qualified leads● Connect directly with potential new hires● Listen and learn from real conversations● Gain direct feedback on ideas
  106. 106. How Businesses Use Social Media● Marketing products & services● Researching target markets● Connecting directly with customers / clients● Prospecting new business partners● Recruitment● Internal communications
  107. 107. Common Pitfalls
  108. 108. Common PitfallsWhat Do You Think?●●●
  109. 109. Common PitfallsStrategic Blunders● Driving with the wrong mapTactical Mistakes● Running out of gas● Hit and run
  110. 110. "That guy" Herb Taleck, WKRP (in Cincinnati) "...the boorish, tasteless advertising account executive, wears loud plaid suits, with his belt matching his white shoes..."
  111. 111. Strategic Blunders● Stepping in without understanding the ecosystem (culture)● Mistaking social media as a broadcast medium● Unrealistic expectations
  112. 112. Tactical Mistakes● Overly self-promotional messages● Failing to respond to negative criticism● Infrequent posts / contributions● "Breakfast tweets"
  113. 113. Unrealistic Expectations● Low barriers to entry can lead to poorly executed projects● Just because you can do something, doesnt mean you should
  114. 114. Resource Demands● The technology, trends, best practices all change at a rapid pace● Risk of spending too much time and money on something that wont exist next year● Additional costs with on-going operations ○ Staff time, support, maintenance
  115. 115. Asking the wrong questions● Tendency is to focus on the what: ○ What tools ○ What do we have to do ○ How can we do it
  116. 116. Asking the wrong questions● But first, you must be able to answer "Why?" ○ Why are we doing this? ○ What are we hoping to achieve? ○ How will we measure performance?
  117. 117. Challenges● Context ○ No understanding of the norms & culture● Implementation ○ Underestimating time & cost ○ (Free = No Cost?)● Integration ○ Lack of policies, guidelines ○ Limited systems to coordinate across business units
  118. 118. Best Practices
  119. 119. Best PracticesWhat Do You Think?●●●
  120. 120. Do your homeworkSeek first to understand (thank you Covey)● Research different tools● Research your competition / peers● Become familiar with the culture● Use social media in your personal life
  121. 121. Have a PlanSet up a Basic Strategy● Know your business, your brand, your customers● Know your resources (time, people, tech)● Set some goals ○ Build recognition? Drive traffic to your website? Build a client list?
  122. 122. Focus Your EffortsBe selective in your Tactics● What channels will you focus on?● Who will manage the account?
  123. 123. Set Yourself Up for Success● What does success look like?● Keep your expectations in check● Allocate adequate support and resources ○ Time ○ People & Expertise ○ Authority / Responsibility
  124. 124. Deliver Value● Focus on topics of interest● Ask questions● Show appreciation● Announce time-sensitive information
  125. 125. Example: Wannawafel
  126. 126. On Facebook
  127. 127. On Twitter
  128. 128. A "Family" of Sites
  129. 129. Online Presence● Instantly recognizable● Consistent ○ Colours ○ Logo ○ Taglines● Official contact information● Cross-linking
  130. 130. Delivering Value
  131. 131. Important 3s● How you look● What you say● What you doIn social media,it all matters.
  132. 132. Another Important 3
  133. 133. (You cant have it all)
  134. 134. Social Media BriefWhat?● A simple, short (brief) document● A roadmap● A blueprintWhy?● Helps focus● Helps set priorities● Helps set expectations
  135. 135. Social Media Brief● Purpose ○ Why are you setting up a social media presence?● Objectives ○ What do you hope to achieve?● Audience ○ Who are you trying to connect with?● Resources ○ Who will set up, manage, and maintain the presence? ○ Who will be held accountable?
  136. 136. Social Media Brief Example 1:Member OrganizationPurpose● Increase awareness of upcoming voteObjectives● Increase number of members votingAudience● Current membersResources● Marketing Coordinator reporting to VP Communications
  137. 137. Social Media Brief Example 2:Sole ProprietorPurpose● Become more recognized in the local communityObjectives● Connect with new clients in my regionAudience● Small businesses, contractors, freelancersResources● Me / My Office Manager
  138. 138. Social Media BriefRemember● It doesnt have to be complex● Make it practical● Can include Strategy & Tactics
  139. 139. 5 Key Tactics for Buildinga Social Media Presence1. Listen to and understand the culture2. Create a consistent brand3. Post regularly, keep active4. Respond to questions, feedback, issues5. Integrate efforts with website, print materials
  140. 140. There must be a way?
  141. 141. Social Technographics LadderCREATORS Where do youCONVERSATIONALISTS want to be on thisCOLLECTORS ladder?JOINERSSPECTATORSINACTIVES
  142. 142. Social Technographics LadderCREATORS Where do youCONVERSATIONALISTS want to be on thisCOLLECTORS ladder?JOINERSSPECTATORSINACTIVES
  143. 143. To Blog or Not To BlogWhat does it take?● Decent writing ability● Dedication (time)● Passion / Knowledge for a topic of interest● Thick skin
  144. 144. Social Technographics LadderCREATORS Where do youCONVERSATIONALISTS want to be on thisCOLLECTORS ladder?JOINERSSPECTATORSINACTIVES
  145. 145. Climb to the top?Just because you can, doesnt mean youshould.Trends● Social channels as primary presence● Focus on content and connections● Simplification through centralization
  146. 146. Centralization:The No Website Website
  147. 147. Filtering the Flood
  148. 148. Heres the Problem (Part 1) Remember this?
  149. 149. The Problem (Part 2) 86,400
  150. 150. Coping with Information OverloadCommon Approaches:● Software & Services ○ RSS News Readers ○ "Dashboards"● Behavioural ○ Change habits ○ Change expectations
  151. 151. 5 Tips for Managing Info Overload1. "Satisfice"2. Focus: Create a Lens3. Organize4. Set time limits & Be Selective5. Kaizen-ify it!
  152. 152. "Satisfice"● Satisfy + Suffice = Satisfice● Accept that ○ You cant keep up to speed with everything ○ If its really important, youll find out about it soon enough(Hat Tip: The Paradox of Choice by Barry Schwartz)
  153. 153. Focus: Create a Lens● Ask yourself "Why" ○ Why are you signing up? ○ What are you looking for?● Evaluate everything you see against this lens
  154. 154. Organize● Categorize and Aggregate ○ Twitter Lists ○ RSS Feeds● Use free tools ○ Google Reader, Netvibes, Hootsuite ○ Summify,, Percolate
  155. 155. Set Time Limits & Be Selective● "Time-box" ○ Set a max time limit● "Pomodoro Technique" ○ 25 minutes on-task, 5 minutes off● Scheduled Time ○ Check for updates once in the morning, once at lunch, once in the afternoon● Be Selective ○ Scan dont read
  156. 156. Kaizen-ify it!● Continuously refine your approach● Re-evaluate your Lens● Purge & Pilfer ○ Unsubscribe, un-follow, un-friend ○ Find more people / businesses / organizations to follow
  157. 157. Thank you! Adrian Liem MiDSTRiDE DiGiTAL CREATiVE