Introduction to Social Media Tools / Forum One Communications
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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?