If you’re a newcomer or even a skeptic, this workshop will introduce you to the social media universe and show you how to get in on the action—and get results— quickly, easily and authentically.
Customers = partners, clients, ourselves
Forrester’s latest forecast of interactive marketing spend is forecasted to reach nearly $55 billion by 2014. This includes social media, mobile media, email marketing, search marketing and display marketing. Over the next five years, social media is projected to grow at a 34% compound annual growth rate. Marketers seek lower cost and more accountable channels which are also widely used by their customers. This year, we are finding that marketers are migrating dollars away from traditional marketing channels and into interactive ones.If interactive marketing is increasing, what is decreasing? Direct mail is down 40% and newspaper advertising is down 35%. If you think times are tough for health providers, look at the downturn for newspapers. Many suggests that newspapers are moving toward a slow death as new channels for news is moving ad dollars into areas such as interactive channels.
If you had a retail outlet you wouldn't set up shop where there's no foot traffic, would you? Well, your customers and clients are already at social media Web sites. They're on MySpace, they're LinkedIn, and they have Facebook pages. They share photos at Flickr and upload family movies to YouTube. You need to go where they are.
OK, we’ve introduced a few social media tools: FB, twitter and we’ve explained why they might be used for business.So, who already uses social media?Let’s briefly look at a few statistics
We’ll focus on adults for the purpose of this presentation.These findings are from 2 surveys conducted by the Pew Internet Project in May & December 200835% of American adult internet users have a profile on at least one social networking site as compared to 8% just 3 years prior. So, their usage is growing rather quickly.Overall, personal use of social networks seems to be more prevalent than professional use of networks—they connect w/people they already know.When users do use social networks for professional and personal reasons, they will often maintain multiple profiles, generally on different sites.
Now let’s look at Twitter for a minute.Here, you can see the primary users are between the ages of 25 and 54
http://www.oreillynet.com/pub/a/oreilly/tim/news/2005/09/30/what-is-web-20.html I’ll briefly take a step back and say that these tools Wendy and Alex introduced are a part of what is known as the Web 2.0 concept.I’ll throw some words and phrases up here that are associated w/1.0 *CLICK*—the gist of the original Web was that the industry or web designer created and controlled the information in a way that made sense to them.Now look at the words associated w/2.0 *CLICK*People no longer want to go to multiple places to connect with peers and locate information—they want it coming at them.It is now all about user experienceThe user is the contributor--w/out you and I—the 2.0 concept cannot exist.In addition to sites specifically dedicated to social networking like twitter and facebook, you’ll see these concepts carried through on many sites. Examples:-Amazon.com=reviews, ratings, lists-GF Herald=commentsAny time you have the option to receive an RSS feed, add a comment—you are using 2.0 technologyYou are personalizing the Web to meet your needs—to make it meaningful to you.I heard this in a webinar yesterday: *CLICK*-using these tools requires no coding or special web design knowledge and skills. -If you can send an e-mail, if you can type on a keyboard, use a word document—you can participate in Web 2.0 and social networking.Questions or brief comments on the 2.0 concept?
We’re making the assumption today that everyone here possesses basic proficiency with web navigation and E-mail. If you’re in the same boat as this guy, or if, like US. Senator Ted Stevens, conceptualize the internet as a series of physical tubes, you should talk to one of us after the presentation.
Having this 2.0 concept established and knowing that more and more adults are joining social networks, using Web 2.0 tools, and they want companies to participate---businesses and organizations have taken interest in tapping into this, and they are using it to interact w/their customers. Charlene Li presented this information at the Social Media Marketing Summit 2008.Due to time constraints, I won’t go into detail here, but you can see the variety. I provided the URL if you are interested in looking what they are doing and why it may be considered successful.
This is what the VFW’s Social Media page looks like. They’ve got a brief description of what they are using and whyThe first paragraph“Due to popular demand, the VFW has initiated several new means of communicating news and information, and sharing videos and pictures directly with you. Now, you have the option of receiving all the latest updates from VFW National Headquarters via Twitter, Facebook, YouTube, MySpace, MyVetwork and the VFW Blog.”Then, they go on to offer links to guides and tutorials on what these tools are and how to use them.
Here is the newsletter from the WI Office of Rural HealthThey’ve got links to their twitter and Facebook profiles visible right from the home page
Clicking on their Facebook button, takes to directly to their profile page. They have contact information on the left hand sideAcross the top, they have a section for their EventsOne of their announcements here is that they’ve started posting videos on YouTube—there is a link to youtube, or you can click right on the play button to view it instantly
Click on the twitter link—boom, you are right there. You can see on the right-hand side bar that they have 246 followersYou may also notice that they follow RAC, NRHA, and the CRH among others
Here is a list of some entities with a health or rural health focus that have profiles on twitter.You’ll notice a few offices of rural health, NRHA, the Center for Rural Affairs and so on.I’ll turn it over to Brian, who will speak on what the CRH is doing.
An important thing to remember is that no medium is neutral. Content takes on different connotations and characteristics, and is interpreted differently (sometimes radically so), when it is transmitted or shared across different media. “A degree from UND is valuable” will actually be a different message when broadcast on television, published in a magazine, uttered in a conversation or a speech, and Tweeted.
There are many varieties of social media and they can all be used in very different ways, depending on contextual and authorial factors. Typically, however, blogs and wikis tend to emphasize content over socialization (meaning that people use these services predominantly to acquire and create/distribute content rather than to interact with and expand their social networks), while social networking services tend to emphasize interaction over content. Some services, such as You Tube and Flickr, strike a balance between the two.
Some blogs provide unique content, some only provide links to other sites and aggregate content. Some are issue-specific or relate to a specific purpose, others do not. Some are very personal while others have multiple authors.
Note that theTechnorati directory is not at all comprehensive. I left this out of the presentation in the interests of time, but people use RSS Feed Readers to keep up with their favorite blogs – ask any of us for more information about this if you’re interested.
There are currently more than 200 million *active* users on Facebook. More than 100 million users log on to Facebook at least once each day. (www.facebook.com/press/info.php?statistics). If Facebook were a country, it would be the eighth most populated in the world, ahead of Japan and Russia.
The typical layout: the main column provides the data-entry area along with a dynamic stream of every tweet made by the users this person is following. This is updated in real time. The sidebar provides a brief profile along with usage statistics. There are many third-party applications which make Twitter feeds even easier to manage and prevent users from having to access Twitter.com directly.
Understanding Social Media: The Role of Digital Networking Tools
Understanding Social Media:
The Role of Digital Networking Tools
Brian Barclay, Aubrey Madler,
Alex McEllistrem-Evenson, Wendy Opsahl
Our Goals Today:
• Clarify what “social media” actually
is, distinguishing between specific services such as
Facebook and Twitter.
• Offer background information on the 2.0 concept
• Outline how & why businesses are using these
• Explain what the CRH is doing with these
technologies and why
• Spark interest and discussion for future training
and implementation opportunities
“The Internet is not something that
you just dump something on. It’s
not a big truck. It’s a series of
tubes. And if you don’t
understand, those tubes can be
filled and if they are filled, when you
put your message in, it gets in line
and it’s going to be delayed by
anyone that puts into that tube
enormous amounts of material.”
U.S. Senator Ted
• Refers to the information transmitted via a
given medium (Internet, television, face-to-face
• Consists of text (hyperlinked or
not), imagery, video footage, software
applications / utilities, and files;
• Can be dynamic or static, ephemeral or
lasting, public or private, proprietary or
communal… and sometimes both in each case;
• Is transmitted, shared, and publicized in many
• Referred to as “social” because it usually requires
a reciprocal relationship: one is not either an
“author” or a “reader”; rather, most users are
• Content in social media, therefore, comes from
multiple sources – often simultaneously.
“The medium is the message”
– Marshall McLuhan
An Overview of Social Media
• Blogs (Blogger, WordPress)
• Wikis (Wikipedia)
• Micro-Blogs (Twitter)
• Social Networking Services
(Facebook, MySpace, LinkedIn)
• Photo Sharing Services (Flickr, Shutterfly)
• Video Sharing Services (You Tube, Vimeo)
• RSS Feed Readers (Google Reader, Feedreader)
• Social bookmarking sites (Delicious)
• Because social media are used by different
people in very different ways, defining
what these services are is problematic.
• The best way to figure out how these
services work and to explore their
capabilities is to get online and try them
What are blogs?
• Think of a blog as being analogous in many ways to a
newspaper. Blogs feature regular entries of content from
one or more authors. They emerge from a particular
context or focus which can range from a person’s personal
life to a wide-ranging subject. Entries are commonly
displayed in reverse-chronological order.
• quot;Blogquot; can also be used as a verb, meaning “to maintain or
add content to a blog.”
• Blogs usually allow for readers to add commentary which
can be read by all users.
How do I create or read blogs?
• Blogger and WordPress are free services which allow
users to create, publish, and publicize their blogs. Visit
www.blogger.com or www.wordpress.com to access
• Technorati.com provides a directory of blogs at
• Visit “Blog for Rural America” for an example at
http://www.cfra.org/blog . Note the “Blogs We Read”
panel on the right-hand side of the page.
So, what is Facebook?
• Facebook (www.facebook.com) is currently the most
widely used social networking service. Similar services
are MySpace (www.myspace.com) and LinkedIn
• Users create personal profiles which can be made
public or private, and add other users as “friends.”
They are then able to view and comment on content
added by these “friends.”
• Think of these sites as mirroring face-to-face
socialization. Just as we all dress and speak according
to the norms of the way we wish to be
perceived, Facebook users provide content which
does the same.
Photograph The “Wall,”
Friend list: Earl
Then, what is Twitter?
• Twitter (www.twitter.com) is a micro-blogging service.
Posts, called “tweets,” are limited to 140 characters –
enough space for a sentence or two, or a web link with
a brief comment.
• Think of Twitter (and similar sites) as mirroring
conversation. In a crowded room, where everyone is
talking about various subjects, we are able to focus on
those who we find most interesting by paying
attention to them, or “following” them.
• Users have a custom feed consisting solely of the
tweets posted by users they are currently “following.”
• The 140 character limit makes it difficult to
explain and contextualize tweets, so users make
use of a few simple “codes”:
– the @ symbol indicates a username (mine is @alxmce);
– “RT” is a “Re-Tweet,” a duplicate post from someone
else (“RT @alxmce” would indicate “what follows is a
tweet originally posted by Alex”);
– the # symbol indicates a tag. One might end a tweet
with “#UND” if one wanted it to show up in a search
• Wendy, Brian, and Aubrey will be covering
the various aspects of “why” people and
organizations use social media. If there are
any remaining questions about what these
services are and how they differ from one
another, please feel free to ask now.
1. Changes in our “customers”
• Our customers are:
– Watchers: 52% of online users have watched YouTube, 42% have read
blogs, 19% have downloaded podcasts
– Sharers: 29% have used social networking sites, 28% have tagged online
content, 21% have shared online content that they created
– Commenters: 32% have rated a product, service or person, 30% have
commented on a product, 22% have commented on newsgroup or site
– Producers: 12% have created or worked on a blog; 11% have remixed
– Curators: People that have edited a wiki - moderated a forum
– Non-active (not surveyed)
• It’s no longer about selling, it’s about the RELATIONSHIP
Charlene Li, the Altimeter Group
Customers want to interact with us…
• 93% of Americans believe
a company should have a
social media presence.
• 85% believe a company
should be active with
customers in social media.
• 56% feel a stronger
companies they interact
with in social media.
Source: Cone , 9/08
And…we want to interact with them!
We want our
customers to be
2. We need to keep up with our
– want access to our product as quickly as possible
– expect the product to work on any platform in any location
– want to see that we allow for feedback
– expect that we respond to our customers, quickly
– expect that we join and lead the conversation
– want to see that we continually improve our products
– expect us to use our products and be visible
– expect that we will embrace or lead standards
– expect we are driven by more than money
– want us to treat them as informed consumers and partners
Louis Gray http://www.louisgray.com/live/2009/05/10-rules-for-todays-consumers-in-new.html
3. How we establish and configure our
human network is maturing
• Before Web 2.0, we maintained relationships through
email, snail mail, instant and text
messaging, fax, phone, and in person – but it was typically
confined to those contacts with whom we mostly knew or
were getting to know.
• In Web 2.0, we are building a human network that
transcends geographic boundaries as it expands our
reach, connections, potential influence, and exposure to
new ideas and principles.
• Our connections are no longer defined, bound or limited
to that of our traditional relations or associations.
• We enjoy the freedom to choose with whom we wish to
follow and ultimately connect, creating a framework
linked by shared interests and aspirations.
• We are defining a new era of society and how we
ultimately communicate with one another:
– distributed interaction
– globally dispersed contextual networks
– spotlighting individuals who can consistently demonstrate
expertise, capture attention, and empower their matrix of peers.
• We are bound by commonalities online, which extends
our relevant net beyond relatives and current
4. Changes in the marketing landscape
• Interactive marketing forecast: $55 billion by 2014
– This includes social media, mobile media, email marketing, search marketing and
• Over the next five years, social media is projected to grow at a 34%
compound annual growth rate
• Marketers seek:
– lower cost
– more accountable channels which are also widely used by their customers.
• Marketers are migrating dollars away from traditional marketing
channels and into interactive ones
• What is decreasing?
– Direct mail is down 40%
– Newspaper advertising is down 35%
5. Location, location, location
• You need to go to where your
are, and where potential ones may
Recap: why are people using social media?
• Our customers are using social media
• They expect us to use social media too
• The marketing landscape is changing
• How we communicate and network are
• It ultimately helps us achieve our
Adults and Social Networks
• 8% in 2005 to 35% now (2008)
• Primarily for personal use
-50% on MySpace (primarily personal)
-22% on Facebook (primarily personal)
-6% on LinkedIn (professional)
• 37% access their profile daily
Web 1.0 vs. Web 2.0
• Static • Dynamic
• Directories (taxonomy) • Tagging (folksonomy)
• Personal websites • Blogging
• Publishing • Sharing
• Designed for consumption • Designed for Participation
• Scarce • Abundant
• Institutional • Personal
• Expensive • Cheap
“You don’t have to be tech savvy to use 2.0 tools”
-Matt Lee, Minitex
H Businesses and Social Networks
Companies that utilize the social web well:
• Oracle (technology)
• H&R Block (tax advice)
• Comcast (cable)
• Skittles (‘Mix the Rainbow’)
H Veterans of Foreign Wars
C R Rural Reporter from Wisconsin ORH
Wisconsin Office of Rural Health
Rural Reporter Twitter
Rural health tweeters
• WI Office of Rural • John Eich-NRHA • Public Health Policy
Health • WV Rural Health • HHS
• NC Office of Rural Research Center • Health Affairs
Health • Other followers: • Univ. MN Public
• MN Office of Rural • Telecom Monthly Health
Health and Primary • HMS-EHRSource • Data Resource
Care (info system for Center
• Rural Reporter-WI community hospitals • Modern Healthcare
Office of Rural Health seeking HER) • NIH for Health
• Rural Cellular • Kat • Department of
• Center for Rural Rodman, Communica Health
Affairs tions & Outreach
• Rural Broadband Coordinator-Alabama• CBS Health
• Oregon Rural Action Primary Health Care
• Rural Health IT Corp
• According to the latest research by Razorfish (3/09), the connected consumer
continues to adopt social media at a staggering rate as these “leading edge”
tools are being used by the mainstream:
• 28% use Twitter with some frequency
• 41% use tag clouds with some regularity
• 52% use RSS with some regularity
• 52% have shared bookmarks on social bookmarking sites
• 55% use widgets on their desktop
• 62% use widgets on websites such as Facebook
• 81% read “most popular” links with some frequency
Source: Greg Group: http://greggrouppublishing.com/2009/03/its-time-to-get-your-
What is the CRH doing?
• Facebook page
• Twitter account
• Wikipedia page
Plans for the future
• CRH blog
• RAC Facebook page?
• HWIC and Gateway Twitter feeds
• HWIC and Gateway Facebook page?
• HWIC customized RSS feeds and email
• Wikipedia pages for the Center and its
Why are we doing this
• Reach a broader, more diverse audience
• Keep up with users’ expectations
• We want to be a leader in helping our rural
communities leverage 2.0 technologies to
help improve quality and access to
healthcare in ND
How might you use social networking tools within
• Build and strength partnerships and
• Promote your project and its activities to a
large diverse audience
• Allow followers to get up to the minute
updates on what you and your project are
• All in the Facebook family: older generations join social networks
• Video: Social Media in Plain English
• Video: Social Networking in Plain English
• Video: Twitter in Plain English
• NRHA Social Media: Getting started in social media
• Ultimate How-To: Grow Your Social Media Network
Your CRH Digirati Team
is available anytime for
• Brian email@example.com 7-0676
• Aubrey firstname.lastname@example.org 7-6025
• Alex email@example.com 7-6026
• Wendy firstname.lastname@example.org 7-0871
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