Social Media: Whats The Buzz?


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Overview of social media ideas, and details about setting up listening and conversation processes.

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  • Just wanted to give some attribution credits here for the contents. Thanks to:
    Beth Kanter
    Chris Heurer
    Nina Simon Museum 2.0
    Brian Solis Conversation Prism
    Chris Brogan - Give Your Ideas Handles
    Rubin Harris - Tweet
    Cool Cat Teacher Blog - Motivation
    Pro Blogger

    Flickr attribution Amit Gupta
    Flickr attribution opxphile
    Flickr attribution Andy Woo
    Flickr attribution ClickFlashPhotos
    Flickr attribution avriette
    Flickr attribution kitchenkam
    Flickr attribution badjonni
    Flickr Attribution Rabbit by D-32
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Social Media: Whats The Buzz?

  1. 1. Tuesday Sept 22, 2009 Rebecca Krause-Hardie Blog Email
  2. 2. Our Plan For This Session <ul><li>Why are you here today? </li></ul><ul><li>A few core ideas about Social Media </li></ul><ul><li>Social Media Conversation - Best Practices </li></ul><ul><li>How to Find & Join Conversations On-Line: </li></ul><ul><li>Q &A as we go along </li></ul><ul><li>Don’t miss the 2nd session this afternoon </li></ul><ul><li>“ Got Facebook – Now What?” </li></ul>
  3. 3. What is it about social media that works so well? <ul><li>It’s the passion & authenticity </li></ul><ul><li>It’s about your relationships </li></ul><ul><li>It’s about being real… </li></ul><ul><li>It’s about transparency </li></ul><ul><li>It’s about … “just doing it!” </li></ul><ul><li>for example … </li></ul>
  4. 4. Like This Dance Video with 20 million views!
  6. 6. Old Model of Communication One to Many Monologues My Org The same message to many recipients
  7. 7. Here’s the New Model of Communication
  8. 8. When we do, here’s what happens … Many to Many … Networked Conversations My Org
  9. 9. Social Media is all about building and sustaining relationships <ul><li>Personal Relationships </li></ul><ul><li>that are informed by mutual awareness, trust, transparency, understanding, value and responsiveness </li></ul>
  10. 10. Why should you invest in these networked personal relationships? <ul><li>Personal Referrals close at 75% </li></ul><ul><li>Direct Mail Push Marketing 2-4% </li></ul><ul><li>What’s the value of those relationships? </li></ul><ul><li>The power is both positive and negative </li></ul>
  11. 11. What are the core attributes of relationships? Flickr attribution Amit Gupta
  12. 12. trusting Flickr attribution opxphile
  13. 13. sharing Flickr attribution Andy Woo
  14. 14. being responsive Flickr attribution ClickFlashPhotos
  15. 15. valuing each other Flickr attribution avriette
  16. 16. even, OMG … giving away control! Flickr attribution kitchenkam The reason most organizations persist in their push marketing monologues with their patrons; they want to stay in control . All they give up … is turning their passionate patrons into powerful viral marketing machines … who will happily do it for free
  17. 17. The Currency of Social Capital <ul><li>Resources that we mutually invest in our human relationships, accumulate over time … becoming the basis of friendship </li></ul><ul><ul><ul><ul><li>Sharing </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Trusting </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Valuing </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Supporting </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Responding </li></ul></ul></ul></ul>Note: It’s never about price. It’s about delivering sustained value … over time
  18. 18. Conversations are happening everywhere! Your job is to listen, join them … and add value My Org
  19. 19. Conversations happen everywhere twitter My Org facebook blogs twitter
  20. 21. The Listening Plan <ul><li>Set up accounts </li></ul><ul><li>Set up and test keywords </li></ul><ul><li>Subscribe to feeds </li></ul><ul><li>Refine our searches </li></ul><ul><li>Share what we learn </li></ul><ul><li>Do something with it </li></ul>
  21. 22. The Conversation Path <ul><li>Now, what do we need to get started? </li></ul>
  22. 24. Motivation & Intention <ul><li>“ Remember the motivation , </li></ul><ul><li>I don't comment-because I want traffic. </li></ul><ul><li>I comment because I have something meaningful to add to the conversation and I care about the topic. </li></ul><ul><li>(Sploggers a/k/a spam bloggers comment to get traffic to their blog. Bloggers comment to converse.)&quot; </li></ul>
  23. 25. Listening
  24. 26. Having a common language - understanding <ul><li>Listen before you leap… </li></ul><ul><li>Be sensitive to the culture and context, and feeling of the community you are engaging with. </li></ul>
  25. 28. Having a common language - understanding <ul><li>“ it is the matter of making assumptions, familiarity and respect, ethnocentrism (or technocentrism), and the matter of responsibility ” </li></ul>Chris Heuer
  26. 29. Being Responsible and Making it Safe: The Magic Vest! <ul><li>“ I wore a vest that identified me as a staff person. It was blue. It was polyester. And It was a magic vest. </li></ul><ul><li>“ What made it magic? When I slipped on the vest, I was suddenly identified as someone who was safe for strangers to talk to. </li></ul>Nina Simon
  27. 30. Adding Value - Geo-caching <ul><li>What did they say well? </li></ul><ul><li>What did they miss? </li></ul><ul><li>Answer questions </li></ul><ul><li>What are other people saying? </li></ul><ul><li>How does it apply to you? </li></ul><ul><li>Imagine what could be done in the future </li></ul><ul><li>Reflect on your personal experience </li></ul><ul><li>Ask what if?” </li></ul>“ Read someone's blog post and start a conversation: Before you leave a comment, ask yourself: Beth Kanter
  28. 31. Adding Richness <ul><li>Commenting is the life blood of blogging and key to building a community </li></ul><ul><li>They’re a way to get more minds into the story. </li></ul><ul><li>They’re a way to annotate someone’s thoughts such that the ideas can take on another dimension. </li></ul><ul><li>They're a way to establish authority in your content niche </li></ul><ul><li>How does it apply to you? </li></ul>Beth Kanter
  29. 32. Organizational Conversation Philosophy <ul><li>Blogs and Comments get legs … Don’t say anything on the blog that you wouldn’t want your grandmother, board chair, or major donor to read. </li></ul><ul><li>Dealing with negative comments </li></ul><ul><li>Having internal agreement about tone, content,etc. </li></ul><ul><li>Don’t micro-manage the blogger - it needs to have a sense of spontaneity </li></ul>
  30. 34. Negativity
  31. 35. Supplies - tools
  32. 36. Supplies - talking points <ul><li>“ Give your ideas ‘handles’ - If others can take your ideas and run with them, they’re apt to comment on their gratitude, and/or their new variation on what you did. Encouraging that is a great way to build more conversations.” </li></ul>Chris Brogan
  33. 37. Supplies - comments are sticky That can be both good and bad.
  34. 38. Supplies -Humor
  35. 40. Five Words <ul><li>Think about your best friend, now write down 5 words that talk about the quality of your conversations. </li></ul><ul><li>Do That! </li></ul>
  36. 41. Joining Social Media Conversations (Turning the Megaphone Around) <ul><li>We begin by listening (divide up the turf) </li></ul><ul><li>We think about how we can bring value, based on what we learn is needed </li></ul><ul><li>We learn web etiquette - by listening to each network’s unique culture & voice </li></ul><ul><li>We responsively cultivate relationships </li></ul><ul><li>We learn together & share what we hear </li></ul><ul><li>Then we jump back in together </li></ul>
  37. 42. Where & how we listen is important <ul><li>Culture social sites </li></ul><ul><li>Google searches </li></ul><ul><li>Facebook </li></ul><ul><li> </li></ul><ul><li>Subscribe to blogs </li></ul><ul><li>Subscribe to ‘alerts’ </li></ul><ul><li>Subscribe to ‘feeds’ of keywords </li></ul><ul><li> For example... </li></ul>
  38. 43. Culture Sites: Yelp
  39. 44. Culture Sites: Upcoming
  40. 45. Culture Sites: Eventful
  41. 46. Listening Tactics – Step by Step <ul><li>Set up accounts </li></ul><ul><li>Set up & test keywords </li></ul><ul><li>Subscribe to feeds </li></ul><ul><li>Refine your searches </li></ul><ul><li>Share what you learn </li></ul><ul><li>Apply & jump back in </li></ul>
  42. 47. These Listening Tools will do much of the work for you <ul><li>Setting up ‘feeds ’ with Google Reader </li></ul><ul><li>Google alerts </li></ul><ul><li> </li></ul><ul><li>Twitter search </li></ul><ul><li>Technorati search </li></ul>
  43. 48. Google - Aggregator Central
  44. 49. Google Reader - Your Dashboard
  45. 50. Google Reader
  46. 51. Subscribing to blogs
  47. 52. Adding a Blog ‘feed’ to Google Reader
  48. 53. Google Reader - Setting up Alerts
  49. 54.
  50. 55.
  51. 56. Google Alert Feeds
  52. 57. Google Alerts Feed
  53. 58. Test with Google Search
  54. 59. Google Dance Blog Search
  55. 60. Google Groups
  56. 61. Google Groups Search
  57. 62. Google Groups City Center: Fall for Dance
  58. 63. Subscribe to Group Feeds
  59. 64. Using Google PageRank : Do you know who is linking to you?
  60. 65. Technorati - Blog Search & Ranking <ul><li>Use the subscribe button to add to your reader </li></ul><ul><li>Note the authority ranking </li></ul>
  61. 66. Subscribing to Technorati Search Feed
  62. 67. Search
  63. 68. How many others value this link
  64. 69. Find out who else is tracking Dance tags
  65. 70. Use Search - to help you identify keywords (tags)
  66. 71. Twitter Search
  67. 72. Put your learning to work - together <ul><li>What are you learning? </li></ul><ul><ul><li>What is the business value to you & to them? </li></ul></ul><ul><ul><li>Who needs to hear this? </li></ul></ul><ul><ul><li>How will you respond? </li></ul></ul><ul><ul><li>Listening is for the entire organization, everyone owns & has a piece of it </li></ul></ul>
  68. 73. Fail early and often! (Remember Yoda, “No Try … Just Do”)
  69. 74. Next Steps <ul><li>Micro Stuff </li></ul><ul><ul><li>Spend 30 minutes a day listening, refining your feeds, learning </li></ul></ul><ul><ul><li>Every day, read 5 posts, read the comments </li></ul></ul><ul><ul><li>Click on the links for the comments you find interesting, and find out more about those people </li></ul></ul><ul><ul><li>Look at the blog rolls on blogs you like </li></ul></ul>
  70. 75. And remember… <ul><li>It’s all about investing in relationships! </li></ul>
  71. 76. Thank You! <ul><li>Rebecca Krause-Hardie </li></ul><ul><li>Blog </li></ul><ul><li>Email krause </li></ul><ul><li>Twitter @arkrausehardie </li></ul><ul><li>Facebook </li></ul><ul><li>Flickr audienceworks </li></ul><ul><li>Delicious </li></ul>