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Building an Effective Social Network

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Presented to the International Association of Administrative Professionals Toronto Chapter (IAAP - Toronto) on February 1, 2012 in Toronto. …

Presented to the International Association of Administrative Professionals Toronto Chapter (IAAP - Toronto) on February 1, 2012 in Toronto.

Topics include:
- Introduction to social networking
- Networking on behalf of your organization
- Professional versus Personal
- More to get you started (a list of resources)

Published in: Business, Technology

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  • 1. Building anEffective Social Network by Connie Crosby, Crosby Group Consulting for IAAP Toronto, February 1, 2012
  • 2. AgendaIntroduction to Social NetworkingNetworking on behalf of your organizationProfessional versus PersonalMore to get you started
  • 3. Introduction toSocial Networking
  • 4. Overview
  • 5. Facebook more than 500 million active users (almost 700 million according to Inside Facebook) 50% log in on any given day Canada: 16.8 million users Sources: Facebook, August 2011 and Inside Facebook, June 12, 2011 5
  • 6. Twitter Over 200 million users (100 million “active” users) 200 million messages (“tweets”) sent per day 13.7% of Canadians are active users Sources: Twitter, June & September 2011 and Digital Journal, December 2010 6
  • 7. LinkedIn “world largest professional network” more than 120 million members Canada: 4 million members Source: LinkedIn, August 2011 7
  • 8. YouTubeCanada: 17.6 million active users71% of Canadian Internet users versus 55% of USInternet users2 billion videos viewed by Canadians in Nov. 2010 Source: comScore, January 2011 8
  • 9. Google Pluslaunched end of June 2011 in closed betaopen beta in September 2011reached 20 million users after 3 weeks;67 million by November 2011over 800k Canadian users after 3 weeks(now 2 million+?) Sources: comScore, July & Dec 2011, Google Plus blog 9
  • 10. Use in Canada (millions of users active in the past month) 20 15 10 5 Google+ LinkedIn 0 Twitter Facebook YouTubeNote: data from various sources 10
  • 11. Blogs: news, corporate, industry
  • 12. Flickr (photographs) 12
  • 13. Wikis 13
  • 14. RSS (feeds) 14
  • 15. RSS feeds15
  • 16. RSS feeds
  • 17. Google Reader- add RSS feeds for on-going monitoring
  • 18. Social media affects all aspects of society.
  • 19. Governments subvertedBusiness not as usual Consumers become creators
  • 20. journalism 20
  • 21. socialrevolution 21
  • 22. socialresponsibility 22
  • 23. Social networking onbehalf of your organization
  • 24. Social media plays a role in: Communications, Marketing, PR Sales Digital and mobile strategies Advocacy, awareness, and fundraising HR (recruitment, hiring, staff retention)
  • 25. and in: Information delivery and information management Knowledge management Technology others?
  • 26. Focus on specific goals
  • 27. What are they saying about you?
  • 28. set up a“listening station”
  • 29. Selected “listening” tools (free) Google Alerts - http://www.google.com/alerts Twitter search - http://search.twitter.com Google Reader & RSS feeds - http://www.google.com/reader Social Mention media alerts - http://www.socialmention.com Ice Rocket - http://www.icerocket.com
  • 30. Selected “listening” tools (paid) Radian6 - http://www.radian6.com Sysomos - http://www.sysomos.com Alterian SM2 - http://www.alterian.com/socialmedia Wildfire - http://www.wildfireapp.com Crimson Hexagon - http://www.crimsonhexagon.com
  • 31. track what they aresaying about you &your industry
  • 32. encourageestablishment ofpolicies & procedures
  • 33. Social Media PolicyTool http://socialmedia.policytool.net
  • 34. notify someone ifyou see a problem
  • 35. Content is king
  • 36. 3 types of content:1. Internal sources (marketing, brand, informational)2. “Earned” content (customer testimonials, comments)3. Paid media (external sources e.g. advertising)
  • 37. Fresh, relevant contentAttracts an audienceGives you “Google juice”Takes time to bring in eyeballs (that, or money!)- C.C. ChapmanContent marketing: “delivering the right thing in the rightplace at the right time” - Maggie Fox, Social Media Group
  • 38. Content needs:sourcing content and writers/creatorsmanaging the editorial calendarediting content for the web
  • 39. Professional Personal
  • 40. Key considerations:think about your personal boundaries/ethicsprotect your personal identityrespect your family’s and friends’ privacyyou represent your organization even off-duty and in socialnetworks“Don’t do anything stupid”Policies and procedures help protect you
  • 41. Moreto get you started
  • 42. photo: Eva Blue http://www.flickr.com/photos/evablue/4982314424/Six Pixels of Separation by Mitch Joel
  • 43. Content Rulesby Ann Handley & C.C. Chapman
  • 44. Open Leadership by Charlene Li
  • 45. Macrowikinomicsby Don Tapscott & Anthony D. Williams
  • 46. The Social Organizationby Anthony J. Bradley & Mark P. McDonald
  • 47. Crush It!by Gary Vaynerchuk
  • 48. Effective Blogging for Libraries by Connie Crosby
  • 49. More Resources“How to set up the ultimate listening station using Google Reader,” by Colin Alsheimer(Jan 19, 2010) - http://www.colinalsheimer.com/google-reader-listening-station“Meet the Chief Listening Officer,” by Neville Hobson (August 30, 2010) -http://www.nevillehobson.com/2010/08/30/meet-the-chief-listening-officer/“The Framework and Matrix: The Five Ways Companies Organize for Social Media,” byJeremiah Owyang (April 15, 2010) - http://www.web-strategist.com/blog/2010/04/15/framework-and-matrix-the-five-ways-companies-organize-for-social-business/Social Media Group blog - http://socialmediagroup.com/blog/Six Pixels of Separation blog by Mitch Joel of Twist Image - http://www.twistimage.com/blog/Chris Brogan - http://chrisbrogan.com
  • 50. Thank you! Connie Crosby Crosby Group Consulting http://crosbygroup.ca connie@crosbygroup.ca 416-919-6719 @conniecrosby @crosbygroup 50
  • 51. Image Credits (1/2) Apollo 11 Mission Image - Earth view over Central and North America, 1969, from NASA on The Commons. No known copyright restrictions - http://www.flickr.com/photos/nasacommons/5052744574/in/set-72157625096855580 Aqua Theater Audience, 1955 from Seattle Municipal Archives, made available under Creative Commons license - http://www.flickr.com/photos/seattlemunicipalarchives/3097689953/ Photo of Jay Moonah at PodCamp Montreal 2008 be Eva Blue, made available under Creative Commons - http://www.flickr.com/photos/evablue/2875304911/ Downtown Toronto cityscape by Lars Plougman, made available under Creative Commons license - http://www.flickr.com/photos/criminalintent/2535046172/ Photo from Tarhir Square, Cairo, Egypt by Mathieu Baudier, made available under Creative Commons license - http://www.flickr.com/photos/mbaudier/6097699347/ Screen shot from Maria Aragon’s “Born This Way” on YouTube - http://youtu.be/xG0wi1m-89o
  • 52. Image Credits (2/2) Telephone Operators, 1952, from Seattle Municipal Archives, made available under Creative Commons license - http://www.flickr.com/photos/seattlemunicipalarchives/2680257100/ Miners and their families gather to talk, The U.S. National Archives. No known copyright restrictions - http://www.flickr.com/photos/usnationalarchives/3906450209/ Sharon Conway bookbinding in Document Preservation, The U.S. National Archives. No known copyright restrictions - http://www.flickr.com/photos/usnationalarchives/3873936047/ Donlands Fire by Danielle Scott, made available under Creative Commons license - http://www.flickr.com/photos/danielle_scott/4769830818/ Image of Mitch Joel by Eva Blue, made available under Creative Commons license - http://www.flickr.com/photos/evablue/4982314424/

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