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UC Berkeley Center for Health Leaders - Intro to Social Media
 

UC Berkeley Center for Health Leaders - Intro to Social Media

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Day-long curriculum including things to try.

Day-long curriculum including things to try.

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    UC Berkeley Center for Health Leaders - Intro to Social Media UC Berkeley Center for Health Leaders - Intro to Social Media Presentation Transcript

    • Social Media 101: What You Need to KnowAbout Facebook, LinkedIn, Twitter and other Social Media Tools Presented by: Ana-Marie Jones (@MsDuctTape)CARD - Collaborating Agencies Responding to Disasters (@CARDcanhelp) & Dan Cohen (@dcstpaul) Full Court Press Communications (@FullCourtPress)
    • Let’s Share:What are the 3 questions you have about thiswhole social media thing? Social Media 101 UCBCHL November 2011 2
    • Our Goals for Today 1. Today is about YOU 2. Today is a day to PLAY & Experiment 3. There are NO MISTAKES 4. Today is ONE STEP along a journey for you (and the issues you care about) 5. Today you are part of a TEAM Social Media 101 UCBCHL November 2011 3
    • Where we are headed…Taking a Deep-Dive into Facebook, Twitter & LinkedIn. Why? Social Media 101 UCBCHL November 2011 4
    • We can all do this! Take one step… In the next 5-7 days: 1. Connect to Ana-Marie Jones & Dan Cohen on LinkedIn, Twitter & Facebook 2. Engage deeply in one new social media activity – push yourself 3. Tweet/Post one message relevant to your target group per day 4. Report back & tell us how its going using hashtag, groups, or emails 5. Create a signature file for your email with links to social media sites Social Media 101 UCBCHL November 2011 5
    • Where Are You on the Continuum?
    • Social Media 101 UCBCHL November 2011 7
    • Failure IS an Option www.youtube.com/watch?v=-Vo4M4u5Boc Social Media 101 UCBCHL November 2011 8
    • Only YOU can find what works for you & your organization Social Media 101 UCBCHL November 2011 9
    • HELP is out there – tons of it BethKanter.org Social Media 101 UCBCHL November 2011 10
    • Candor “It Gets Better”TimelinessEase of access Social Media 101 UCBCHL November 2011 11
    • What social media tools are we using? Website LinkedIn account Email Listserv Micro-site Blog Flickr Twitter YouTube Facebook PodcastFacebook “Like” Page Other Beth Kanter’s Continuum Crawl, Walk, Run, Fly! Social Media 101 UCBCHL November 2011 12
    • Congratulations!You now own your own network & newspaper
    • The New Media Big Bang Social Media 101 UCBCHL November 2011 14
    • Facebook passes Google as top visited site in the U.S. March 2010 Social Media 101 UCBCHL November 2011 15
    • Getting StartedBegin at the beginning Social Media 101 UCBCHL November 2011 16
    • Social Media 101 UCBCHL November 2011 17
    • Social Media 101 UCBCHL November 2011 18
    • Social Media 101 UCBCHL November 2011 19
    • Social Media 101 UCBCHL November 2011 20
    • Social Media 101 UCBCHL November 2011 21
    • Social Media 101 UCBCHL November 2011 22
    • Social Media 101 UCBCHL November 2011 23
    • My Home Feed – to see the people I’ve connected to About Them Facebook listings featuring your friends Social Media 101 UCBCHL November 2011 24
    • About Me Facebook listings all about youSocial Media 101 UCBCHL November 2011 25
    • Post pictures for your friends, family and community to see! Social Media 101 UCBCHL November 2011 26
    • Facebook - Try these 5 Things• Find a friend• Send a friend a request to be friends (Follow suggestions or Search someone)• Give the thumbs up! Like something.• Post a comment on a friends wall• Delete a comment Social Media 101 UCBCHL November 2011 27
    • Explore & Search for people, groups, causes, campaigns: Try whatever interests you! Social Media 101 UCBCHL November 2011 28
    • What’s Up?Social Media 101 UCBCHL November 2011 29
    • What’s Up? Think it. Find it.Social Media 101 UCBCHL November 2011 30
    • What’s Up? Tweak it.Post it. Social Media 101 UCBCHL November 2011 31
    • What’s Up? Now you… Think it Find it Tweak it Post itSocial Media 101 UCBCHL November 2011 32
    • Taking the next steps… Social Media 101 UCBCHL November 2011 33
    • List BuildingSocial Media 101 UCBCHL November 2011 34
    • List BuildingSocial Media 101 UCBCHL November 2011 35
    • List BuildingSocial Media 101 UCBCHL November 2011 36
    • List BuildingSocial Media 101 UCBCHL November 2011 37
    • List BuildingSocial Media 101 UCBCHL November 2011 38
    • Custom News Feeds – Sorting through it all Social Media 101 UCBCHL November 2011 39
    • Custom News Feeds – Sorting through it all Social Media 101 UCBCHL November 2011 40
    • Custom News Feeds – Sorting through it all Social Media 101 UCBCHL November 2011 41
    • List Building – Managing it all Social Media 101 UCBCHL November 2011 42
    • List Building – Managing it all Social Media 101 UCBCHL November 2011 43
    • List Building – Managing it all Social Media 101 UCBCHL November 2011 44
    • List Building – Managing it all Social Media 101 UCBCHL November 2011 45
    • List Building – Managing it all Social Media 101 UCBCHL November 2011 46
    • Social Media 101 UCBCHL November 2011 47
    • Facebook - Try these next• Change your info (relationship, location, etc.)• Check/change your settings• Post a picture• Add a video• Create a page• Switch between your profile and your page• Create an event• Post pretty stuff (ASCII art and images) Social Media 101 UCBCHL November 2011 48
    • Your Organization: Using Data – Engage & Measure• Just do it! – Put someone in charge & make them accountable – Refresh, remix, reboot your content – Track, measure and grade your progress• Set it up: Set your page settings appropriately. Here’s a four minute video http://bit.ly/ajAXJ6 Social Media 101 UCBCHL November 2011 49
    • Your Organization: Using Data to Understand Social Media 101 UCBCHL November 2011 50
    • Your Organization: Using Data to Understand Social Media 101 UCBCHL November 2011 51
    • Your Organization: Using Data to Understand Social Media 101 UCBCHL November 2011 52
    • Your Organization: Using Data to Understand Social Media 101 UCBCHL November 2011 53
    • Your Organization: Using Data to Understand Social Media 101 UCBCHL November 2011 54
    • Your Organization: Using Data to Understand Social Media 101 UCBCHL November 2011 55
    • Your Organization: Using Data to Understand Social Media 101 UCBCHL November 2011 56
    • 5 seconds on Facebook Ads…Try it. Cheap. Easy. Fast results Social Media 101 UCBCHL November 2011 57
    • Linking Accounts (More on Twitter Later…) Social Media 101 UCBCHL November 2011 58
    • Linking Accounts (More on Twitter Later…) Social Media 101 UCBCHL November 2011 59
    • Linking Accounts (More on Twitter Later…) Social Media 101 UCBCHL November 2011 60
    • Virtually everything about reaching, serving and partneringwith the public (as well as building and strengthening yourinfluence) is faster, easier, less costly with social media. Social Media 101 UCBCHL November 2011 61
    • Remember We need you! Online and Offline Start small, safe and simple Post NOTHING confidential or super private! Take a class, learn in groups, watch a YouTube video to learn Have fun! Connect with friends, family and community Help make the online world reflective of the best of the offline world Done right, Facebook will help you to be more connected, safer, more informed and better able to have a GREAT life! Please connect to CARD! www.Facebook.com/CARDcanhelp
    • A moment of reflection: What is my key Facebook Takeaway? What will I do tomorrow? Social Media 101 UCBCHL November 2011 63
    • A Great Place to Start! LinkedIn was officially launched on May 5, 2003 -- five founders invited 350 of their contacts to join their LinkedIn profiles Executives from all Fortune 500 companies are on LinkedIn 81% of business-to-business marketers use LinkedIn LinkedIn is currently the largest online Business Networking platform in the world Nearly half of all members are outside the U.S. LinkedIn users have highest annual income of all the major social media platforms Note: Over 85% of employers who are looking to hire, acknowledge using LinkedIn during their process.
    • What’s The Trend # LinkedIn Date Reported MembersDecember 2003 81,000December 2004 1,600,000December 2005 4,000,000December 2006 8,000,000September 2007 15,000,000December 2008 33,000,000 May 2009 55,000,000 February 2010 60,000,000 March 2011 100,000,000Useless detail: Ana-Marie was member number 914,566
    • Status UpdatesWhat You Need to Know: Status Updates (140 character messages) keep your name, agency and your activities in front of your connections – without any extra effort from you Can be sent from your cell phone! Share insights, make requests, announce achievements, send event invitations, solicit help, and give or receive advice – immediately Status updates can appear on the LinkedIn homepages of your direct connections, where they can comment or respond. Updates are visible to your connections, your entire network, or all LinkedIn members (depending on your account settings). Receive expert advice or suggestions from members of your network Starting/leading a group is easier than ever imaginable Note: You can link other applications to your LinkedIn profile – SlideShare, WordPress, Twitter, Polls, etc.
    • Go To Work!• Fill in complete profile • Add “Searchable” content• Post status update• Comment on the status update of a connection• Check your network stats• Search for a friend/colleague• Send a request for connection
    • Available Info
    • High Visibility
    • Low Visibility
    • 6 Degrees of Separation Access to people and information matters!: For informing the public, funding opportunities, grant management, purchasing, research, recommendations, advice, volunteers, job opportunities, project buy-in, etc. Concept: with 6 Degrees of Separation everyone is at most six steps away from any other person on Earth - the “small world phenomenon” LinkedIn allows you to see your degrees of separation, allows you to know your network in ways your offline methods can’t The more robust your personal network, the fewer degrees between you and the people you want to know Online, visible networks have benefits beyond offline networks – portability, speed, trust, durability, sustainability Note: With social media, you can be better known, networked and noticed – without leaving your desk!
    • Making Connections
    • Make a Group
    • Integrating/Leveraging Platforms Social Media 101 UCBCHL November 2011 74
    • Go To Work!• Help a friend/colleague: Give a recommendation• Find & Join a group• Post a message to a group• Start a group• Attach apps to your profile
    • The Possibilities What would it mean for your career to be connected to the leaders of your industry? What would it mean for our collective effectivenessto be connected via LinkedIn and other social media platforms, as well as text messaging? What would it mean for YOU to be in the most connected and informed industry in the country? Note: Just using status updates can leave us exponentially more prepared for emergencies!
    • A moment of reflection: What is my key LinkedIn Takeaway? What will I do tomorrow? What myth have I busted? Social Media 101 UCBCHL November 2011 77
    • Does Twitter feel like this to anyone? Social Media 101 UCBCHL November 2011 78
    • Twitter History Founded: San Francisco, CA Launched: July 15, 2006 Founders: Jack Dorsey Evan Williams Biz StoneNote: Founders worked ata podcasting company Slogan: Whats happening?called Odeo, Inc. Theywere facing major Growth:competition from Apple •400,000 Tweets per quarter 2007and other heavyweights. •100 Million Tweets per quarter 2008“Our board was not feeling •4 Billion Tweets 1 quarter 2010 stoptimistic, and we were •70,000 Registered Apps by Mar 2010forced to reinvent •145 Million registered users Sept 2010ourselves.” @Ev Social Media 101 UCBCHL November 2011 79
    • Twitter Basics • Basic Message – 140 characters including spaces – is called a “Tweet” • Your sent messages are available to anyone (unless you lock your site) – and are sent directly to your “followers” stream • Messages from the people you “Follow” are sent to your streamTwitter is the RUSHINGriver of Social Media! • Individual users have account names (@FriesenVA, @dcstpaul,You create your own stream. @MsDuctTape) – identified by “@NAME”Twitter Apps are the tourguides, cruise directors, etc.Media 101 Social UCBCHL November 2011 80
    • Twitter is a Listening & Response Tool• Elections in Iran• Attacks in Mumbai• H1N1, Whooping Cough• Haiti Earthquake• Deepwater Horizon Oil Spill @ReallyVirtual: Uh oh, now I’m the guy• Japan EQ/tsunami/nuclear who liveblogged the Osama raid without knowing it. May 1, 9:41 am• Death of Osama bin LadenBenefits:• Faster than traditional media• Tailored (user picks sources)• Cell phone accessible• Easy, few skills required• Massive public acceptance• More available dollars than Gov*People you NEED to hear from…are Tweeting Social Media 101 UCBCHL November 2011 81
    • Listening on Twitter?• 15 Billion messages sent• 140 characters or less• Millions of individual broadcasting networks with custom-built audiences Social Media 101 UCBCHL November 2011 82
    • Twitter Starting Point - Listen• Counter-intuitive – ALWAYS listen first• Follow 5 new people – see who they “listen” to, then five more, then five more – watch the conversation happen• Try a search – Search.Twitter.com• Read the conversation – who is saying what? Follow some interesting folks. Originally Adapted from http://www.readwriteweb.com/archives/5_simple_twitter_listening_tips_every_marketer.php Social Media 101 UCBCHL November 2011 83
    • Basic Searching• Search for terms that matter to you• Search.Twitter.com• See what happens…• See who is talking… Social Media 101 UCBCHL November 2011 84
    • Twitter – Hashtags Search a“hashtag” Social Media 101 UCBCHL November 2011 85
    • What Should You Listen For? • What are people talking about? • What’s being said in your community? • Who is dominating the conversation? • Who is responding? • What’s the tone? • Is there a voice missing? • Is there information missing? • What value can you add? Social Media 101 UCBCHL November 2011 86
    • Now…Go to Work • Use search features to find topic, hashtag or someone you like respect • Look through the people they follow – evaluate a few tweets from a few of them • IF you find something they have said you really like – Retweet it • Bonus points for editing, reposting, and crediting tweeter. Social Media 101 UCBCHL November 2011 87
    • What to say? What to say? Now What? Social Media 101 UCBCHL November 2011 88
    • What do 140 Characters Look Like? Another option: Open twitter.com & just start typing Social Media 101 UCBCHL November 2011 89http://beth.typepad.com/beths_blog/files/morning_icebreaker.pdf
    • What Makes a Story? • Controversy. The worse it is, the better for the media. • Conflict. Between groups of people, industries, issues or ideas. • Problem/Solution Dynamic. If you want to talk about a problem, YOU’D BETTER tell them a solution. • Timeliness & competitive advantage (Is it an exclusive to that paper or TV station?). • Access to & reliability of sources – often just knowing there is someone who can educate a reporter on an issue is reason enough for them to feel comfortable enough to do a story. • People/Personalities. Large mistakes by little people or Small mistakes by big people.Author’s Note: These next three slides come from Media 101presentation by FCP – but are instructive for us Social Media 101 UCBCHL November 2011 90
    • What Makes a Story?• Dramatic Human Interest. Include the stories of real people, their triumphs, tragedies, and anecdotes.• Trends. Stories that suggest new opinions, behavior patterns and attitudes. Three is a trend; find at least three examples to assert that a new trend is emerging.• New Announcement. “Unprecedented” or “groundbreaking” or “first- ever”. Reporters are only interested in new news, not old news. Make it fresh.• Localize national story (and vice versa). Take a nationally breaking story and emphasize its local impact Social Media 101 UCBCHL November 2011 91
    • What Makes a Story?• Anniversaries/ Milestones. One year later, 5 or 10.• Fresh angle on old story. Take old story add fresh twist.• Stories. Individuals, community leaders, or galvanizing spokespersons who may become news themselves.• Special event. A huge conference, rally, or gathering. Frame event to capture the issue and importance.• Rapid Response. React & OWN news others have made.• Celebrity. If you have a celebrity on your side, someone known in your community, make sure they are included in the story.• Strange Bedfellows. Have unlikely allies come together in solidarity over your issue? Highlight it in your story. Social Media 101 UCBCHL November 2011 92
    • Mechanics to Tweeting• Unique Info - Are you first? The only? The most trusted to share it?• Replies (@twittername) - More personal replies = higher impact• Direct replies (d twittername) Only if you follow each other, direct replies are not in the public timeline, helps build deeper bonds, shows that a real person is listening• Nods to jobs well done… • MT – a “modified Tweet” – crediting content but not full retweet • HT – a “hat tip” to someone who pointed something out• Announcements/News - if it’s interesting, helpful, beautiful - tweet it!• Shout Outs - @dcstpaul Totally ROCKS & @fullcourtpress is awesome! Thanks to #UCBCHL for sponsoring CARD’s social media presentations• Praise – Make friends by telling them they are awesome. Social Media 101 UCBCHL November 2011 93
    • Twitter – Take Note@ShaneGoldmacher, LATimes “I would say that Twitter can be most effective to cover live, as they are happening events.” “Generally, the most effective way to gain followers/a following is to find unique, timely and accurate information and disseminate it.” Some Twitter Uses: • Rapid dissemination of info • Rumor control • Push traffic to other sites • Monitor public sentiment • Tracking/surveillance • Acknowledge/thank supporters Social Media 101 UCBCHL November 2011 94
    • Using Lists to Manage Information Social Media 101 UCBCHL November 2011 95
    • Social Media Management Tools HootSuite Social Media Dashboard TweetDeck Social Media 101 UCBCHL November 2011 96
    • HootSuite: Managing Multiple SM SitesSocial Media DashboardManage multipleSocial Mediaaccounts from onesite!Track:MentionsPending TweetsDirect MessagesHome Feed Social Media 101 UCBCHL November 2011 97
    • HootSuite: Scheduling Your Posts HootSuite Social Media Dashboard Schedule messages in advance Social Media 101 UCBCHL November 2011 98
    • HootSuite: Apps and Analytics Click HootSuite Social Media Dashboard Get Apps and Analytics Social Media 101 UCBCHL November 2011 99
    • How do we work together? Social Media 101 UCBCHL November 2011 100
    • MAKE IT EASY Social Media 101 UCBCHL November 2011 101
    • MAKE IT EASYSocial Media 101 UCBCHL November 2011 102
    • Social Media 101 UCBCHL November 2011 103
    • JUST ADD IT IN… Social Media 101 UCBCHL November 2011 104
    • Here’s the Talking Points… Social Media 101 UCBCHL November 2011 105
    • Now, Take it to Facebook… Social Media 101 UCBCHL November 2011 106
    • Now, Take it to Twitter… Social Media 101 UCBCHL November 2011 107
    • Some next steps for us…• Pre-tweets – can we send out some common messaging?• Re-tweets – can we try to retweet when peers send tweets?• Tweet Days – can we work with our allies?• Test a Hashtag – #(you name it) Social Media 101 UCBCHL November 2011 108
    • Some next steps for you… • Keep listening – and then listen more • Try stuff – tweet, see if anyone retweets & learn • Use a tool – to help manage the data flow Social Media 101 UCBCHL November 2011 109
    • Summary Status Updates provide immediate value “I am OK”, “Bay Bridge down”, “Free Vaccines available at Oakland Coliseum, today only” Profile information allows for faster, more effective/efficient networking, etc. Social Media monitors the immediate pulse/vibe of public opinion/thought Recommendations help distinguish between “self-identified”, and “community recognized” expertise and value Groups, Q&A, and online postings accelerate group learning, avoid waste, leverage resources (no need to experience every problem yourself!) Social media platforms adopt and adapt to new opportunities quickly – much faster than government or other larger agencies can Billions of people across the globe are already using these platforms Note: Reaching/serving a connected, united public is faster, easier and less expensive! Encourage social media use for the people you serve!
    • Please connect to CARD & Ana-Marie JonesSupport the nonprofit Social Media preparedness effortCARD can be found online at:www.CARDcanhelp.orghttp://CARDcanhelp.org/Blogwww.Facebook.com/CARDcanhelpwww.Twitter.com/CARDcanhelpAna-Marie Jones can be found online at:www.LinkedIn.com/in/MsDuctTapewww.Facebook.com/MsDuctTapewww.Twitter.com/MsDuctTapePlease consider creating a recommendation on LinkedIn, giving us a shout-out on any social media platform, sending a note of thanks and appreciationto our funders. We greatly appreciate your support! Thank you! To use any part of this PowerPoint please: Attribute @FullCourtPress & @CARDcanhelp Copyright CARDcanhelp.org Social Media 101 UCBCHL November 2011 111
    • Make Your Own News• Make News: Make Photos/Videos Available using Flip Cameras, Twitpic, & Flickr Social Media 101 UCBCHL November 2011 112 www.flickr.com/photos/whiteafrica
    • Record It! Flip Video Cameras• $75 refurb /$150 new/ <$200 HD• Easy to use, upload, share, promote a cause, document an exercise, etc.• What to record: – Safety tours – Trainings – Disaster procedures – Property – Damage – Staff, volunteers, clients – Staff orientations – SHAMELESS promotion Social Media 101 UCBCHL November 2011 113
    • Taking Video – Making it greatTaking Video• Framing: The closer the shot the better. Faces are great. Don’t be afraid to get up close and personal with people. But DO NOT USE the ZOOM.• Background: If you have a choice between a white background and anything else, pick anything else!• Lighting: Try to shoot with your back to the light source.• Fluidity: The goal here is to reduce jerkiness. Think of your body as a tripod. The more solid the base (you), the more solid the shot.• Audio: The audio capabilities of a flip camera are usually very limited, so get close – especially if you have a lot of background noise.Other helpful tips for filming an interview:• Ask the subject not to look in the camera, but to keep eye contact with you and carry on the conversation as naturally as possible.• Frame the shot with the head and upper chest showing and with the subject off-center to one side or the other.• If you can, have a friend hold the camera while you stand off screen and ask the questions. This gives a natural feel and lets you focus on engaging the interviewee. Social Media 101 UCBCHL November 2011 114
    • Take Pictures! Images Define the DebateJust Use Your:• Cameras• Cell phones• iPhone/Smartphone• iPad 2 115 Social Media 101 UCBCHL November 2011
    • Use Your Photos - Instantly Social Media 101 UCBCHL November 2011 116
    • Summary Status Updates provide immediate value “I am OK”, “Bay Bridge down”, “Free Vaccines available at Oakland Coliseum, today only” Profile information allows for faster, more effective/efficient networking, etc. Social Media monitors the immediate pulse/vibe of public opinion/thought Recommendations help distinguish between “self-identified”, and “community recognized” expertise and value Groups, Q&A, and online postings accelerate group learning, help you to avoid waste, leverage resources (no need to experience every problem yourself!) Social media platforms adopt and adapt to new opportunities quickly – much faster than government or other larger agencies Billions of people across the globe are already using these platforms Note: Reaching/serving a connected, united public is faster, easier and much less expensive! Encourage social media use for the people you serve!
    • Easy Button ReCap LinkedIn: World’s largest ongoing business networking environment; professional networks and affiliations; job/contract posting; keep your name and projects in front of your industry partners; status updates. Twitter: Your stream from a rushing river; listen quickly, morsels of information; monitor public sentiments, movements; repurpose existing information; no media outlet is faster than the people right there. Facebook: The coffee shop/bar/church social of your choosing; WILDLY popular; PICTURES; share your values; get public support/validation “Thumbs Up!”, “Like”. Never before has your thumb been so powerful. Videos: Preferred medium for fast assimilation of information; video safety tours; make training easy; virtually free (many cell phones now take videos); easy to use, upload, share; rapid explosion of video sharing sites. WordPress: Create micro-sites and blogs; apps galore; removes barriers to entry; fast and easy to setup and update; audience engagement.  HootSuite: Manage multiple social media platforms from one interface; one click to update LinkedIn, Twitter, Facebook; schedule posts in advance; give several people access to share responsibilities NOTE: Did we mention these sites are free, Free, FREE!
    • What Are You Going to Do??? Social Media 101 UCBCHL November 2011 119
    • Please connect to CARD & Ana-Marie JonesSupport the nonprofit Social Media preparedness effortCARD can be found online at:www.CARDcanhelp.orghttp://CARDcanhelp.org/Blogwww.Facebook.com/CARDcanhelpwww.Twitter.com/CARDcanhelpAna-Marie Jones can be found online at:www.LinkedIn.com/in/MsDuctTapewww.Facebook.com/MsDuctTapewww.Twitter.com/MsDuctTapePlease consider creating a recommendation on LinkedIn, giving us a shout-out on any social media platform, sending a note of thanks and appreciationto our funders. We greatly appreciate your support! Thank you! To use any part of this PowerPoint please: Attribute @FullCourtPress & @CARDcanhelp Copyright CARDcanhelp.org Social Media 101 UCBCHL November 2011 120