Engaging strategically with Social Media
Web 2.0 <ul><li>Hokusai’s  Great Wave </li></ul>enabling individuals and groups to communicate, interact, share, discover ...
The Cloud Applications and storage on the web Access from any computer or mobile
With new opportunities for… <ul><li>www.wordle.net </li></ul>
A strategic approach <ul><li>Listen, Learn and Experiment </li></ul><ul><li>Objectives </li></ul><ul><li>Audience and Cont...
Before you do anything… <ul><li>Listen, learn and experiment </li></ul>
Listen <ul><li>Research  your sector </li></ul><ul><li>Find relevant  content </li></ul><ul><li>Explore  communities </li>...
Learn <ul><li>Use social media tools  yourself </li></ul><ul><li>Keep up with the  trends </li></ul><ul><li>Identify  good...
Experiment <ul><li>Set up a  learning blog  and try out the content </li></ul><ul><li>Set up a  project blog or wiki  for ...
Objectives
Context Social media will have  all kinds of  unintended  consequences for any organisation
Objectives <ul><li>Spread the word? </li></ul><ul><li>Share information? </li></ul><ul><li>Shape the debate? </li></ul><ul...
Ask yourself some questions… <ul><li>About audience and content </li></ul>
Audience <ul><li>Who are they? </li></ul><ul><li>Where are they on the web? </li></ul><ul><li>What do they talk about? </l...
Content <ul><li>Tell a  story </li></ul><ul><li>Be  transparent </li></ul><ul><li>Be  relevant  and add  value </li></ul><...
Content matters <ul><li>Content must be  lively  and  engaging </li></ul><ul><li>Have a  point of view </li></ul><ul><li>D...
Sharing content <ul><li>Give  credit  for the content you use </li></ul><ul><li>Be  generous  with your own content </li><...
Easy on the eye <ul><li>A strong  visual  style </li></ul><ul><li>Professional  graphics </li></ul><ul><li>Easy to  naviga...
Where to start… <ul><li>Platforms and tools </li></ul>
Horses for courses www.wordle.net
Source image on Flickr
Sharing
Delicious Social bookmarking makes it easier for users to find and share your content.
Networks Facebook is used by organisations to reach out in new ways to their communities.  Consider how to use Fan pages a...
Wikis Content management systems that enable users to create web pages and edit pages others have created.
Portals Bring content together at a single entry point.
Blogging platforms Communicate, consult with and listen to users and others about policy, services, developments, what’s n...
Micro blogs Updates, opinions, advice, crowd sourcing.
RSS feeds Make it easy for people to subscribe by setting up the links for them
Podcasts Use iTunes to access and deliver audio and video podcasts
Whichever platform you choose.. <ul><li>Customise with your  brand </li></ul><ul><li>Develop a consistent  profile  across...
Remember…
Getting sorted… <ul><li>Management </li></ul>
Management <ul><li>Finding the capacity </li></ul><ul><li>Managing risk </li></ul><ul><li>Roles and responsibilities </li>...
Capacity Is there a  budget ? Where can you find the  time ? What  technical support  is available? What  skills  are in t...
Making the time How much time does it take to do Social Media   Beth Kantner
Training 23 Things   Slideshare
Managing Risk <ul><li>Accountability </li></ul><ul><li>Reputation </li></ul><ul><li>Legal issues </li></ul><ul><li>Failure...
Roles and responsibilities <ul><li>Content </li></ul><ul><li>Technical support </li></ul><ul><li>Marketing </li></ul><ul><...
Is it worth it… <ul><li>Evaluation </li></ul>
Evaluation
Traffic Where is it coming from? Who  stays? Who comes  back? Image from morguefile.com
Measurement
Google Analytics <ul><li>Google Analytics </li></ul><ul><li>Visitor numbers </li></ul><ul><li>New and returning visitors <...
Resources Slideshare Delicious Guidelines for libraries Social Media blogs
Last but not least …
Engaging strategically with Social Media <ul><li>Presentation available to view and download at  http://www.slideshare.net...
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Engaging Strategically With Social Media

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Presentation at the Association of Information Managers, 12th February 2010

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  • Do your research Tell a story Be relevant Be concise and use plain English Have a point of view
  • Time Technical Support Budget Knowledge Experience
  • Buzz – the interactivity Sentiment – hearts and minds Feedback - comments Traffic
  • Engaging Strategically With Social Media

    1. 1. Engaging strategically with Social Media
    2. 2. Web 2.0 <ul><li>Hokusai’s Great Wave </li></ul>enabling individuals and groups to communicate, interact, share, discover and collaborate in new ways, globally and within communities
    3. 3. The Cloud Applications and storage on the web Access from any computer or mobile
    4. 4. With new opportunities for… <ul><li>www.wordle.net </li></ul>
    5. 5. A strategic approach <ul><li>Listen, Learn and Experiment </li></ul><ul><li>Objectives </li></ul><ul><li>Audience and Content </li></ul><ul><li>Tools </li></ul><ul><li>Management </li></ul><ul><li>Evaluation </li></ul>www.rossdawsonblog.com
    6. 6. Before you do anything… <ul><li>Listen, learn and experiment </li></ul>
    7. 7. Listen <ul><li>Research your sector </li></ul><ul><li>Find relevant content </li></ul><ul><li>Explore communities </li></ul><ul><li>Discover the potential </li></ul>Workshop bookmarks on delicious
    8. 8. Learn <ul><li>Use social media tools yourself </li></ul><ul><li>Keep up with the trends </li></ul><ul><li>Identify good practice </li></ul><ul><li>Follow people and organisations </li></ul><ul><li>Search by keywords </li></ul>
    9. 9. Experiment <ul><li>Set up a learning blog and try out the content </li></ul><ul><li>Set up a project blog or wiki for an event or group task </li></ul><ul><li>Tell a story using images and text and upload to Flickr or Slideshare </li></ul>
    10. 10. Objectives
    11. 11. Context Social media will have all kinds of unintended consequences for any organisation
    12. 12. Objectives <ul><li>Spread the word? </li></ul><ul><li>Share information? </li></ul><ul><li>Shape the debate? </li></ul><ul><li>Call to action? </li></ul><ul><li>Educate? </li></ul><ul><li>Raise money? </li></ul>
    13. 13. Ask yourself some questions… <ul><li>About audience and content </li></ul>
    14. 14. Audience <ul><li>Who are they? </li></ul><ul><li>Where are they on the web? </li></ul><ul><li>What do they talk about? </li></ul><ul><li>How do you add value? </li></ul>
    15. 15. Content <ul><li>Tell a story </li></ul><ul><li>Be transparent </li></ul><ul><li>Be relevant and add value </li></ul><ul><li>Be concise and use plain English </li></ul>
    16. 16. Content matters <ul><li>Content must be lively and engaging </li></ul><ul><li>Have a point of view </li></ul><ul><li>Develop a house style </li></ul><ul><li>Tone is important – keep it friendly and professional </li></ul>morguefile.com
    17. 17. Sharing content <ul><li>Give credit for the content you use </li></ul><ul><li>Be generous with your own content </li></ul><ul><li>Use tags </li></ul><ul><li>Use your other tools to promote content </li></ul><ul><li>Dealing with copyright </li></ul>
    18. 18. Easy on the eye <ul><li>A strong visual style </li></ul><ul><li>Professional graphics </li></ul><ul><li>Easy to navigate </li></ul><ul><li>Integrating multimedia with video, podcasts and photos </li></ul>Manchester Lit List
    19. 19. Where to start… <ul><li>Platforms and tools </li></ul>
    20. 20. Horses for courses www.wordle.net
    21. 21. Source image on Flickr
    22. 22. Sharing
    23. 23. Delicious Social bookmarking makes it easier for users to find and share your content.
    24. 24. Networks Facebook is used by organisations to reach out in new ways to their communities. Consider how to use Fan pages and groups.
    25. 25. Wikis Content management systems that enable users to create web pages and edit pages others have created.
    26. 26. Portals Bring content together at a single entry point.
    27. 27. Blogging platforms Communicate, consult with and listen to users and others about policy, services, developments, what’s new in the library, events, guides, issues, initiatives.
    28. 28. Micro blogs Updates, opinions, advice, crowd sourcing.
    29. 29. RSS feeds Make it easy for people to subscribe by setting up the links for them
    30. 30. Podcasts Use iTunes to access and deliver audio and video podcasts
    31. 31. Whichever platform you choose.. <ul><li>Customise with your brand </li></ul><ul><li>Develop a consistent profile across the platforms </li></ul><ul><li>Integrate with your website </li></ul><ul><li>Work across the platforms </li></ul>
    32. 32. Remember…
    33. 33. Getting sorted… <ul><li>Management </li></ul>
    34. 34. Management <ul><li>Finding the capacity </li></ul><ul><li>Managing risk </li></ul><ul><li>Roles and responsibilities </li></ul>
    35. 35. Capacity Is there a budget ? Where can you find the time ? What technical support is available? What skills are in the organisation? Has anyone any previous knowledge ?
    36. 36. Making the time How much time does it take to do Social Media Beth Kantner
    37. 37. Training 23 Things Slideshare
    38. 38. Managing Risk <ul><li>Accountability </li></ul><ul><li>Reputation </li></ul><ul><li>Legal issues </li></ul><ul><li>Failure </li></ul><ul><li>Doing nothing </li></ul>
    39. 39. Roles and responsibilities <ul><li>Content </li></ul><ul><li>Technical support </li></ul><ul><li>Marketing </li></ul><ul><li>Responding to comments </li></ul><ul><li>Monitoring </li></ul><ul><li>Critical friends </li></ul>Library of Congress photostream
    40. 40. Is it worth it… <ul><li>Evaluation </li></ul>
    41. 41. Evaluation
    42. 42. Traffic Where is it coming from? Who stays? Who comes back? Image from morguefile.com
    43. 43. Measurement
    44. 44. Google Analytics <ul><li>Google Analytics </li></ul><ul><li>Visitor numbers </li></ul><ul><li>New and returning visitors </li></ul><ul><li>Bounce rate </li></ul><ul><li>Pages per visit </li></ul><ul><li>Page ranking </li></ul><ul><li>Backlinks </li></ul>
    45. 45. Resources Slideshare Delicious Guidelines for libraries Social Media blogs
    46. 46. Last but not least …
    47. 47. Engaging strategically with Social Media <ul><li>Presentation available to view and download at http://www.slideshare.net/apeoples </li></ul>
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