Social Media 101http://midstride.com/presentations/2011-11-19-cga Adrian Liem email@example.com MiDSTRiDE DiGiTAL CREATiVE www.midstride.com
If I was a Venn DiagramPsychology Grade 8 Web Grad Teacher Designer / Programmer Technology Ultimate Coach Strategist, Frisbee Project Coach Manager
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
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: http://en.wikipedia.org/wiki/File:Osborne_Executive_with_iPhone_in_2009.jpg
Layers of Process vs. "Turn Key" Then Now Start Finish!
Proprietary Then $ $$ $$$$ $$$$$$ $$$$$$$$ $$$$$$$$$$$$$$$$$$$$$$
Proprietary vs. Open Source Then Now $ $$ $$$$ $$$$$$ $$$$$$$$ $$$$$$$$$$$$$$$$$$$$$$
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 :)
Social Technographics LadderCREATORSCONVERSATIONALISTS ● Neither createCOLLECTORS nor consumeJOINERS social contentSPECTATORSINACTIVES
Where are you on the ladder?CREATORSCONVERSATIONALISTSCOLLECTORSJOINERSSPECTATORSINACTIVES
Social Media = Social SettingSocial Setting = Social NORMS
Social Norms● Definition: ○ Accepted behaviours in social settings● Examples: ○ Going to a restaurant ○ Attending a seminar ○ Riding the Elevator ○ Buying a car
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
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
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)
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
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
Some differences● Anonymity (sometimes)● Public exposure● Permanence & Archived Data● Fewer cues = Greater interpretation :(● Different language
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
3 Key Norms of Social Media1. Authentic2. Transparent3. Personally relevant
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
Twitter Bios: ComprehensiveExample"The largest independent news source coveringweb culture, social media and tech. Updatesfrom @mashable staff. Tweet @mashablehqfor questions and comments. http://mashable.com"
Apps & Permissions● Be aware of what permissions you grant
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
Workplace ConsiderationsSocial Media Vegas● What happens in social media doesnt stay in social mediaPublished publicly?● Assume it will always be available to somebody somewhere
Social Media = Puerto Vallarta: All-Inclusive Personal Professional
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
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
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
Businesses have conversations too● VW commercial (http://www.youtube.com/watch?v=R55e-uHQna0)● Green Peace response (http://www.youtube.com/watch?v=cW3KmLALUUY)
Benefits for BusinessBoost your web presence● Increase exposure and access● Increase web traffic / subscriptions● Improve search engine rankings
Benefits for BusinessIncrease your visibility● Gain exposure● Build your reputation● Have a voice at the "table"● Show another face to the community
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
How Businesses Use Social Media● Marketing products & services● Researching target markets● Connecting directly with customers / clients● Prospecting new business partners● Recruitment● Internal communications
Common PitfallsStrategic Blunders● Driving with the wrong mapTactical Mistakes● Running out of gas● Hit and run
"That guy" Herb Taleck, WKRP (in Cincinnati) "...the boorish, tasteless advertising account executive, wears loud plaid suits, with his belt matching his white shoes..."
Strategic Blunders● Stepping in without understanding the ecosystem (culture)● Mistaking social media as a broadcast medium● Unrealistic expectations
Tactical Mistakes● Overly self-promotional messages● Failing to respond to negative criticism● Infrequent posts / contributions● "Breakfast tweets"
Unrealistic Expectations● Low barriers to entry can lead to poorly executed projects● Just because you can do something, doesnt mean you should
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
Asking the wrong questions● Tendency is to focus on the what: ○ What tools ○ What do we have to do ○ How can we do it
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?
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
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
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?
Focus Your EffortsBe selective in your Tactics● What channels will you focus on?● Who will manage the account?
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
Deliver Value● Focus on topics of interest● Ask questions● Show appreciation● Announce time-sensitive information
Social Media BriefWhat?● A simple, short (brief) document● A roadmap● A blueprintWhy?● Helps focus● Helps set priorities● Helps set expectations
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?
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
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
Social Media BriefRemember● It doesnt have to be complex● Make it practical● Can include Strategy & Tactics
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
5 Tips for Managing Info Overload1. "Satisfice"2. Focus: Create a Lens3. Organize4. Set time limits & Be Selective5. Kaizen-ify it!
"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)
Focus: Create a Lens● Ask yourself "Why" ○ Why are you signing up? ○ What are you looking for?● Evaluate everything you see against this lens
Organize● Categorize and Aggregate ○ Twitter Lists ○ RSS Feeds● Use free tools ○ Google Reader, Netvibes, Hootsuite ○ Summify, Paper.li, Percolate
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
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
Thank you!http://midstride.com/presentations/2011-11-19-cga Adrian Liem firstname.lastname@example.org MiDSTRiDE DiGiTAL CREATiVE www.midstride.com