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My presentation to the Association of Junior Leagues International on using Social Networks, Blogs and other Social Media

My presentation to the Association of Junior Leagues International on using Social Networks, Blogs and other Social Media

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AJLI Presentation on Social Medi AJLI Presentation on Social Medi Presentation Transcript

  • PRESENTED BY HOWARD GREENSTEIN PRESIDENT THE HARBROOKE GROUP AJLI: Using Social Media and Social Networks Entire presentation CopyLEFT (CC) 2008 by The Harbrooke Group, Inc. All Rights Reserved.
  • My Bio
    • Howard Greenstein
      • BS from Cornell, Masters at NYU ITP
      • On-air DJ in the ‘80s, during and after college
      • Started first Web users group in US 1994, on Board of NY New Media Association and NY Software Industry Association
      • First Internet Streaming station in NYC - Netcast - 1996
      • Microsoft Evangelist: Internet Explorer and Windows Media Team 1997-2000 - responsible for top media properties including Fox, MTV, Time Warner and ClearChannel
      • Other Media Startups, Ran 9-11 related charity
      • NYU Administration and Lecturer
      • Created Social Media Club 2006 - Social Media Consulting
  • Agenda
    • What is Social Media?
    • Using Social Media for Educating/Spreading the Word
    • Considerations
    • Your turn - Ask anything!
  • Ground Rules
    • I’m a fast talking New Yorker – stop me if you’re confused. Please.
    • I’ll attempt to answer short questions at the time you have them, but if we’re going to far off track, I may ask you to follow up afterwards, during the Q&A time.
    • Finally – I’m Here to learn from you!
      • Your questions and concerns will be used to create a guide that will come from AJLI with advice for all Leagues- so don’t be shy!
  • Defining Terms for Social Media
  • How Many People Have Passed Along…
    • An email?
    • An article from an online newspaper?
    • An emailed joke?
    • A funny video clip?
    • A web site or a link?
  • Social Media
    • Describes the online technologies and practices that people use to share content, opinions, insights, experiences, perspectives, and media themselves.
    • Social Software: “Software that’s no fun to experiment with by yourself.” (It needs friends in order to work)
  • Social Network
    • Technically, a social network is a:
      • social structure made of nodes (which are generally individuals or organizations) that are tied by one or more specific types of interdependency...
  • Examples of Social Networking Sites
    • B2B
      • LinkedIn
        • Social network with 20MM+ users. Business is facilitated as users connect other users.
      • XING
        • 4M+ paying users primarily in Europe; used to make business introductions and connect for sales leads.
    • Consumer
      • MySpace
        • 180+ million users (and growing), 6 th largest web property (Alexa)
        • The new way music gets discovered
      • Facebook
        • 70+ million users, the place everyone wants to be now for business and social connections.
        • Fastest growing of all Social Networks; Huge in 12-34, growing 35+. Facebook is the 2nd most-trafficked social media site in the world (comScore)
      • Imeem, BuzzNet, MOG
      • TV Sites like IslandDoo
  • Facebook
    • A Social Networking website where users create profiles that often contain photos and lists of personal interests, exchange private or public messages, and join groups of friends.
      • Facebook also allows 3rd party developers to create applications that leverage the Facebook platform to attract users to their web tools or sites.
  • Facebook Screens
  • Social Photo Sharing
  • Del.icio.us - Shared Bookmarking
  • Blog:
    • Short for Weblog, it is a website where entries are written in chronological order and commonly displayed in reverse chronological order.
      • "Blog" can also be used as a verb, meaning to maintain or add content to a blog.
      • The ability for readers to leave comments in an interactive format is an important part of many blogs.
      • Blogs let other websites know when new content is available.
  • Screenshot of my blog
  • New Ways to think about Communications
    • “ We are the authors of each other.”
      • Doc Searls
    • “ I am who I am because of who we are together.”
      • Definition of the Zulu word Ubuntu.
        • (Ubuntu is also the name of popular variant of the Linux free operating system.)
  • Podcast:
    • A Podcast (also know as an “Audio Blog”) is a digital media file, or a series of such files, that is distributed over the Internet for playback on portable media players and personal computers.
    • A Radio Program on the net - made by amateurs or pros.
    • Vlog: A video blog, sometimes shortened to vlog is a blog that comprises video.
  • Purina in iTunes Podcast = Repeat Behavior
  • RSS
    • RSS makes it possible for people to keep up with their favorite web sites in an automated manner that's easier than checking them manually - similar to receiving a Newspaper daily.
    • RSS content can be read using software called an "RSS reader," "feed reader" or an "aggregator."
      • TIP: A variation of RSS is known as ATOM, but it is essentially the same thing.
  • Web 1.0 (then) Web 2.0 (now)
    • Web 1.0 was about connecting computers and making technology more efficient for computers. People got only some of the benefits.
    • Open Standards have enabled innovation and efficiency of “social experience” in what is now known as Web 2.0
    • Web 2.0 is about connecting people and making technology efficient for people.
    Participate Publish
    • INFORM
    • CONNECT
    • PROMOTE
    Social Media to Spread the Word
  • Your members...
    • Talk with each other
  • Teach each other
  • Tell each other stories about what they care about
  • Tell Stories?
    • Probably the oldest form of learning/sharing of information
    • Effective way to pass along information
    • The original “Word of Mouth” marketing
    • It is a form of Informal Learning
      • (see the book Informal Learning by Jay Cross, published Nov. 2006)
  • What do these Social Media/Web 2.0 sites have in common?
  • Expression
  • Social Media make it easier to spread the word…
    • But it is not automatic.
      • I found a League with a nice MySpace presence, but no link to it on their site
      • Same with Facebook
      • If you build it…they may not come. Why not tell them about it?
  • When to use Different Social Media
  • Early Blogs
    • Cave Drawings annotated life, kept a record, served to inform future visitors (and “the future” was a much shorter time span back then when life span was shorter).
  • Someday our tools will probably seem equally primitive
  • “ How to Dial a Telephone” (1927)
  • Blogging 101
    • Blogging is meant to be fun and personal.
    • The best way to think of a blog is that a good blog is like a great conversation taking place at a cocktail or dinner party.
  • Content & Tone
    • Use a Human Voice – blogs are a personal medium.
    • Think about blog posts as a conversation and use a conversational tone.
    • Be personal, be REAL, be TRUTHFUL, be a LEADER. Use the word “I”, instead of “we”. Don’t use corporate speak.
  • Blogging Voice
    • Here’s a nice paragraph from an excellent SEO blogger (search engine optimization):
    • Charisma is a valuable quality, both online and off. Through a blog, it's most often judged by the voice you present to your users. People like empathy, compassion, authority and honesty.
      • I’d also add “humility.”
  • Link intelligently
    • Linking is part of what makes blogging so viral.
    • Link to other blogs or sources discussing the same topic as you.
    • Link to related stories on other sites you write for, and most importantly,
    • Link to other network bloggers who are blogging on the same topic as you.
  • Blog Search Engines:
    • Google - http://blogsearch.google.com/
      • Google news alerts – to subscribe via email to terms, URLs
    • Google Reader or MyYahoo
      • A Free Service you can use to track other blogs, or see how your own blog comes across as a feed
  • Feed Readers
    • Some people like to subscribe to feeds offline or in a separate application. Here are some great applications.
    • NewsGator - http://www.newsgator.com - makes two great applications to track feeds offline;
    • NetNewsWire – for Mac
    • Feedemon – for Windows
  • Using Social Communities
  • Goals and Measurement
    • What’s the goal of the community?
    • Where are you now and where do you hope to go?
    • What are you measuring (and how)?
    • Can everyone see the measurements?
  • Running a Social Media Site Is Like Hosting an Event
    • Create a clear purpose
      • Inviting the early users
      • Setting the mood
      • Picking the people needed to get the party started
      • Having someone or a group tasked to help introduce new people
      • A basic set of rules or guidelines
      • A “bouncer” to take care of unexpected situations
      • A way for attendees to pitch in
      • Multiple ways to participate
      • Everybody has fun
      • References :
        • http://www.commoncraft.com/party
        • http://www.slideshare.net/leelefever/online-community-as-party
  • Community Moderation
    • Self-moderation and self-policing – “report this”
    • Tools to manage language and issues
    • Reporting on the back end
    • Personnel to moderate and manage situations where “flaming” or “trolling” may potentially make community communications uncomfortable
  • Facebook, MySpace and Other Social Communities
    • All intended to bring people together
    • People can show their interests, join groups
    • Photo and Video Sharing, links, information, invitations
    • Applications – allow for games, socializing, spending virtual time with friends
  • LinkedIn.com
    • A Professional/Work focused social networking site
    • Big draw is the Questions and Answers feature
    • Some ability to form groups, but not as developed as some of the other networks
    • Great place to make connections for future employment, to endorse the work of others by recommending them, to get recommendations
  • Myspace.com
  • A JL League on Facebook
  • Picture of MySpace Profile
  • How to get your community known
    • Blogger Outreach
      • 1. Formatting and HTML rules - make links easy, anti Flash and PDFs, no copyright protection javascripts, permanent links, easy links not 256 character GUIDs
      • 2. Legal terms – don’t make things so locked down that they can’t be quoted. Have a policy for Attribution that allows some fair use and encourages a link back to the original content.
        • a. Allow a commenter to own their own words
        • b. Don’t prohibit deep linking
        • c. Look into CC
  • More ideas
      • 3. Watermark/url images in bottom corner- they’re free advertising for your site
    • Ratings, Polls, Reviews
    • Make it easy for people to recommend your site, content, etc.
    • Set good examples for your members
      • Staff/Hosts participating in forums should be “perfect” members of the community
    • Decide how you’ll respond if your community members set up shop elsewhere
      • If you start a Facebook, and they use MySpace
  • Some specific advice on how to use these communities
    • Connecting members together
    • Sharing photos from events
    • Attracting new members
    • Place to show good works done
    • It’s a place to get FEEDBACK from members, the community, even the people you helped!
  • Here are some screens from different Junior League pages on social networks
  • Which is the better presence?
      • Is Social Media for Everyone?
      • Legal issues and Terms of Service
      • Privacy vs. Spreading the Word
      • Sustaining your effort - Volunteers
    Social Media Considerations
  • Consideration: Not Everyone Participates
  • The 1-9-90 Rule
    • In online communities, there is a 1-9-90 rule
      • 1% of people will be most active and create most of the content
      • 9% will be active but will contribute much less
      • 90% will lurk and obtain information without giving back
  • 1-9-90 continued
    • Really successful communities grow by helping move people from the 90 to the 9 and from the 9 to the 1 (or shifting the ratio)
      • By rewarding participation
      • By allowing easy participation (rate my post, polls)
      • By providing forms and pre-created material to edit
        • Source:http://www.useit.com/alertbox/participation_inequality.html
  • Less Computer-Literate Users
    • Remember the 1927 Film
      • Some people may be intimidated by a blog instead of an online newsletter
      • Some people don’t know how to join Facebook, nor are they sure what they’re getting into
    • Best practices to help:
      • Demonstrations at group meetings
      • Buddy Program – Experienced with inexperienced users
  • I fought the law…and the law won…
    • Can you be sued for blogging? Sure. This is America – they can sue you for anything!
    • It is worth looking at http://w2.eff.org/bloggers/lg/ which is the Legal Guide for Bloggers.
    • I am not a lawyer but the guide has useful ideas.
  • Terms of Service
    • Tell people how you expect them to act on your site
    • That way, if they violate your ‘terms of service’ you can remove anything they have posted in comments, etc. , and you are more legally ‘covered’ as a publisher
      • Again, a lawyer will have more information on this
  • Legal Considerations Continued
    • When consulting I generally advise:
      • Don’t publish falsehoods, or defame someone’s reputation.
      • Be careful when republishing ANY information from another site or source, (copyrighted or not) and always provide a citation to where you found the information. (Fair Use)
      • Watch for guidelines about the usage of logos, trademarks, and other protected and valuable items of intellectual property.
      • Learn the differences between being a publisher and being an editor.
    • And of course, if you have questions, ask an attorney!
  • Non-legal ‘rules’ to consider
      • Posting photos – does everyone look good?
  • More “rules”
    • Do you post photos with kids?
      • Is anyone under an order of protection, in a foster care situation, etc?
    • Do you keep comments on a site if they’re negative?
      • We could spend an hour on that one, but I advise yes
      • Your site is a conversation. Not everyone agrees with you. That’s ok.
  • Don’t run out of gas…you need volunteers
    • Who will blog?
      • Who will edit?
      • Who has the final say?
    • Who monitors the social network?
      • Jobs include: Welcoming new people, teaching, reminding people of rules of etiquette
    • Who creates the content and uploads it?
    • Who approves it?
  • Your Turn!
  • Final thoughts
    • HOWARD GREENSTEIN
    • [email_address]
    • http://www.HowardGreenstein.com/
    Thank You!
  • Extra Slides
  • Social Networking Service
    • A social network service focuses on the building and verifying of online social networks for communities of people who share interests and activities , or who are interested in exploring the interests and activities of others, and which necessitates the use of software.
    • Facebook and MySpace are Social Networking Services.
  • Web 2.0 Has the 3 “Cs”
    • Context
    • Communications
    • Collaboration
  • Context
    • Context : parts of a discourse that surround a word or passage and can throw light on its meaning
      • Context, in Media 2.0 - is enabling people to have a say in what they’re doing, and how it relates to them -- and they are able to interact with it -- if they so choose.
    • Users participate in the discourse
    • Users help to define or can add to the discussion and they can become part of the context
  • Communications
    • Communications via the web is a burgeoning arena
    • The biggest sites (Facebook, MySpace) as well as popular tools (AIM, Skype) are tools that sell their audience on communicating with each other.
    • Transactions and interactions are accomplished where traditional barriers no longer exist - the web enables enhanced communications.
  • Collaboration
    • Web 2.0 has also allowed users to collaborate with each other, to make new creations not previously possible
  • Desire for Connectedness
    • Presence
    • Identity
  • A quick “what are these tools” discussion
    • Twitter: What are you doing now?
  • Twitter 2
    • Updates from phone, web, IM
  • Twitter 3
  • What value does presence bring?
    • Reinforcing connections between far-flung people
    • Documenting personal (or business) details in a micro-blogging way - small thoughts captured quickly.
    • Chris Heuer calls it EM not IM - Everywhere/Everyone messaging
  • Who’s been on Twitter?
    • Politics: Edwards, Thompson, Obama, Hillary
    • Actors: David Hewlett (Mckay on Stargate Atlantis), Janina Gavankar (Papi onThe “L” Word, The Sopranos)
    • Companies:
      • GM
      • Celebs for MTV
      • Dell
  • Digital Natives
    • A Digital Native is a person who has grown up with digital technology such as computers, the Internet, mobile phones and MP3.
    • A Digital Immigrant is an individual who grew up without digital technology and adopted it later. A digital native might refer to their new "camera"; a digital immigrant might refer to their new "digital camera."
    • Analogist – Predecessors of Digital immigrants, people grew up before the surge of digital culture brought on by gaming, computers, etc.
  • 2004 2014 Analogists Digital Immigrants Digital Natives Analogists Digital Immigrants Digital Natives
  • The Digital Generation
    • iPod Influence
      • They program their own playlists, via iTunes
      • This ‘user in control’ step is the first step towards them creating User Generated Content*
      • They trade playlists, using iTunes, et al
      • They share links and bookmarks and tags via Social Network Home Pages and blog posts
    • UGC – Content made by end users, and often shared via the Internet
  • Example of all 3 “C’s”