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Introduction to Social Media Tools / Forum One Communications

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In this presentation, Bill Johnston, Chief Community Office at Forum One Communications, reviews the principal social media tools and how to use them. Contact: bjohnston@ForumOne.com .

In this presentation, Bill Johnston, Chief Community Office at Forum One Communications, reviews the principal social media tools and how to use them. Contact: bjohnston@ForumOne.com .

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  • Note: we can do quick definitions from the agenda slide.
  • Home Base –Priority 1 (50% of your time budget)“Social” portion of your hosted presenceOutposts – Priority 2 (40% of your time budget)Key social sites that you actively participate inPassports – Priority 3 (10% of your time budget)Profiles on lower priority social sitesMostly to listen, occasionally participateNote: Presence management framework derived from original work by Chris Brogan
  • A site to share videoMembers can upload, comment and rateChannels
  • Transcript

    • 1. Introduction to Social Media ToolsJuly 2009Bill Johnston – Forum One Networks
    • 2. Today’s Topics
      Social Media Strategy
      Online Presence Framework
      Social Media Tools Overview
      Blogs / Microblogging (a.k.a Twitter)
      Social Networks
      Photo & Video Sharing
      Social Bookmarking
      Podcasting
      Wikis & Social Documents
    • 3. Social Media Strategy
    • 4. Social Media Strategy
      ‘If you don't know where you are going,any road will get you there.'
      Common Objections:
      Time required
      Audience
      Effectiveness
      Loss of message control
      Relevance
      Solution = Strategy (Focus)
      Key Strategy Components:
      Org’s communication goals
      Audience’s needs & preferences
      Presence framework
      Policies
      Start By Listening (and Discovery)
    • 5. Social Media Strategy
      What are you trying to accomplish?
      Some Examples:
      Listening
      Learning
      Connecting
      Educating
      Building awareness
      Fundraising
      Finding / empowering evangelists
      Reaching younger demographic
      Reaching traditional media
    • 6. Key Tools
    • 7. Online Presence Framework
    • 8. Online Presence Framework
      Home Base –Priority 1 (50% of your time budget)
      “Social” portion of your hosted presence
      Outposts – Priority 2 (40% of your time budget)
      Key social sites that you actively participate in
      Passports – Priority 3 (10% of your time budget)
      Profiles on lower priority social sites
      Mostly to listen, occasionally participate
      Note: Presence management framework derived from original work by Chris Brogan
    • 9. Presence Framework
    • 10. Social Media Tools Overview
    • 11. Blogs & Microblogging
    • 12. Blogs
      An online journal featuring
      opinion and commentary.
      Blogs are a “voice”…and a
      commitment!
      Important compliment to the “official” site
      Opportunity for more conversational / experimental content
      Our “oral tradition” – building social capital via storytelling
      Power lies in interaction: comments, trackbacks and cross-linking
    • 13. Starting a Blog
      Listen
      Participate (via Comments)
      Decide
      Goals
      Name
      Approach
      Editors
      Schedule
      Metrics of Success
    • 14. Blogs
      RWJF Blogs:
      Health Reform: http://rwjfblogs.typepad.com/healthreform/
      Pioneer Portfolio: http://blogs.rwjf.org/
      Reclaiming Futures: http://blog.reclaimingfutures.org/
      Others of note:
      WSJ Health Blog: http://blogs.wsj.com/health/
      Chicago Tribune Health Blog: http://newsblogs.chicagotribune.com/triage/
      National Journal Health Care Blog: http://healthcare.nationaljournal.com/
      Health Affairs Blog: http://healthaffairs.org/blog/
      Paul Krugman: http://krugman.blogs.nytimes.com/
      The Health Care Blog: http://www.thehealthcareblog.com/
    • 15. Microblogging & Twitter
      Short (140 character) status updates.
      Conversation-based relationships, built one tweet at a time.
      Listening
      Exposure for your org
      Find relationships
      Blog amplifier
      Online mobilization
      Getting Started
      Find & follow the leaders
      Add your contacts
      Retweet
      Reply
      Ask questions
      Post links / original thoughts
    • 16. Social Networks
    • 17. Social Networks
      Connecting via existing relationships &
      discovering via shared interests &
      experiences
      Common Elements:
      Profile
      Wall
      News Feed
      Friends
      Friend Suggestions
    • 18. LinkedIn
      De-facto online professional
      network
      An interactive CV
      Getting Started
      • Create your profile
      • 25. Add connections
      • 26. Creating a group is low cost / low impact way to experiment
    • Facebook
      Largest Social Network: Over 1
      Million members sign in daily
      Profile-based experience;
      “friends” + “fans” builds network
      Getting Started
      • Create your FB profile, add friends
      • 33. Review groups and fan pages
      • 34. Fan page a low cost / low impact way to experiment
    • 35. Photo & Video Sharing
    • 36. Photo & Video Sharing
      Powerful media creation and
      distribution tools for everyone
      Photos and Video are more
      Engaging than text
      Provide a sense of immediacy and
      intimacy
      Creation, Management &
      Distribution
    • Flickr
      Photo sharing category leader
      Site to share photos & short form video
      Members can upload, comment, tag, geotag
      Groups
      Contacts (friends)
      Opportunity for visual narrative – photo essays
      Free / Pay Options
    • 43. YouTube
      Video sharing category leader
      Members can upload, comment, tag
      Channels
      Contacts (friends)
      Informal and produced content (shows)
      Free (w/ Advertising)
      Honorable mention: blip.tv
    • 44. Social Bookmarking
    • 45. Social Bookmarks:
      Social bookmarks are used to tag
      and annotate content
      Content discovery
      Publish content streams (RSS)
      Helps SEO
      Tools:
      Technorati – http://www.technorati.com
      Delicious – http://www.delicious.com
      Digg – http://www.digg.com
      StumbleUpon – http://www.stumbleupon.com
    • 46. Social Documents
    • 47. SlideShare
      Share, present and distribute
      presentation files
      Members can post, comment, favorite
      Create slidecastw/ voiceover
      Tools to embed / distribute
      Paid option to capture leads
    • 48. Scribd
      Largest social publisher of
      documents.
      Emerging as the category leader in document publishing
      Members can read, publish, comment, and share
      Great for research, whitepapers and articles
    • 49. Wikis
      What wikis do well:
      Private groups (intranets)
      People that know each other
      Co-assembly (as opposed to co-editing)
      Non-sensitive topics
      Great for refining a topic
      Not great for general collaboration
      (The curse of Wikipedia)
    • 50. Podcasting
    • 51. Podcasting
      Audio-based series of journals /
      Programs
      Generally recorded live
      Can be used to repurpose audio portion of events, lectures, etc
      Many podcast directories, including itunes
      Production can be time consuming
      Tools like Utterli can be used for lo-fi recording
    • 52. Resources
    • 53. Resources
      Chris Brogan – http://www.chrisbrogan.com
      Online Community Report – http://www.ocreport.com
      The Buzz Building – http://www.livingstonbuzz.com/blog/
      Influence – http://influence.forumone.com/
      ReadWriteWeb– http://www.readwriteweb.com
      Mashable! – http://www.mashable.com
      360 Digital Influence - http://blog.ogilvypr.com/
      Beth Kanter’s Blog – http://beth.typepad.com
    • 54. Getting Started: Newbie to Maven in 1 Hour
      Set up a Google Reader Account (5 Minutes)
      Set up a LinkedIn or Facebook Profile (15 minutes)
      Create a Twitter account (15 minutes)
      Start listening & connecting (25 minutes)
      http://search.twitter.com/
      http://twitter.com/invitations/find_on_twitter
      http://www.google.com/alerts
      http://blogsearch.google.com/
      http://alltop.com/
    • 55. Resources
      Online Community Research Network
      http://www.onlinecommunityresearch.com
      Forum One Networks: Services
      http://www.forumonenetworks.com/services
      Follow Bill:
      @billjohnston & @ocreport - #octribe
      Contact Bill:
      bjohnston@forumone.com
      415.299.9638
    • 56. Questions?

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