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What is Social Media?
 

What is Social Media?

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An introduction to Social Media, including many of the common terms used and many concepts. CC2007 - Some Rights Reserved, Attrib, Non-Commercial, Share-Alike

An introduction to Social Media, including many of the common terms used and many concepts. CC2007 - Some Rights Reserved, Attrib, Non-Commercial, Share-Alike

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What is Social Media? What is Social Media? Presentation Transcript

  • 05/28/09 CC 2007 Harbrooke Group, Inc. Some Rights Reserved.
  • Why learn about Social Media?
    • Media is changing.
      • The old marketplace
      • The middle man
      • Broadcast
      • Companies as media properties
    • You no longer have to rely on ‘the media’ to pass your message to your customers because YOU are now the media.
    • Social Media is the “commons” and the marketplace for the 21st century.
    05/28/09 CC 2007 Harbrooke Group, Inc. Some Rights Reserved.
  • By the end of this talk you will...
    • Understand much of the terminology and have seen examples;
    • Understand business uses of Social Media and Social Networks, as part of a larger campaign;
    • Want to run out and start using Social Media!
    • Feel as if you’ve learned something new,in a safe environment, where asking questions is ok.
  • 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?
    05/28/09 CC 2007 Harbrooke Group, Inc. Some Rights Reserved.
  • Social Media:
    • Describes the online technologies and practices that people use to share content, opinions, insights, experiences, perspectives, and media themselves.
    05/28/09 CC 2007 Harbrooke Group, Inc. Some Rights Reserved.
  • Not Social Media 05/28/09 CC 2007 Harbrooke Group, Inc. Some Rights Reserved.
  • Social Sharing of Photos 05/28/09 CC 2007 Harbrooke Group, Inc. Some Rights Reserved.
  • How to share 05/28/09 CC 2007 Harbrooke Group, Inc. Some Rights Reserved.
  • More Examples of Sharing
  • Wiki :
    • A wiki is a medium which can be edited by anyone with access to it, and provides an easy method for linking from one page to another.
    • Wikis are typically collaborative websites.
    • The word “wiki” comes from Hawaiian, and means quick or fast, as a wiki is a quick, fast way to create a shared website.
    Lunch and Learn - Byne Group - 10/30/07 CC 2007 Harbrooke Group, Inc. Some Rights Reserved.
  • Wikipedia
    • Wikipedia: a multilingual, web-based, encyclopedia project, operated by the Wikimedia Foundation, a non-profit organization.
    • As of September 2007, Wikipedia had approximately 8.2 million articles in 253 languages .
    05/28/09 CC 2007 Harbrooke Group, Inc. Some Rights Reserved.
  • Innovation
    • Some definitions of innovation include:
    • the act of introducing something new: something newly introduced ( The American Heritage Dictionary ).
    • a new idea, method or device. (Merriam-Webster Online)
    • the successful exploitation of new ideas ( Department of Trade and Industry , UK ).
    • change that creates a new dimension of performance Peter Drucker (Hesselbein, 2002)
    • --Source: Wikipedia
    05/28/09 CC 2007 Harbrooke Group, Inc. Some Rights Reserved.
  • In Portuguese
    • Inovação
    • Origem: Wikipédia, a enciclopédia livre.
    • Ir para: navegação , pesquisa
    • Inovação se refere a uma idéia, método ou objeto que é criado e que pouco se parece com padrões anteriores. Isso porque quando se cria algo, o mais comum é que seja apenas modificações em algo já existente. Quando o que é criado é inesperado, dizemos que houve inovação, e que o que foi criado é inovador.
    05/28/09 CC 2007 Harbrooke Group, Inc. Some Rights Reserved.
  • Hmmm.. Wikipedia
    • I’ve gotten definitions of innovation
      • provided from an “encyclopedia”
      • created by user participation
      • which didn’t exist 10 years ago.
      • In English and Portuguese. For Free. In 15 seconds.
    • That is innovation.
    05/28/09 CC 2007 Harbrooke Group, Inc. Some Rights Reserved.
  • What’s the specific innovation?
    • The collaboration of people, in a distributed way, online for a project that benefits everyone who uses it.
    • Remember: You can have lots of smart people in your company, but you’ll never have ALL of the smart people in your company.
      • Enabling collaboration opens your company to new ideas from new sources and exposes you to new customers and markets.
    05/28/09 CC 2007 Harbrooke Group, Inc. Some Rights Reserved.
  • 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.
    05/28/09 CC 2007 Harbrooke Group, Inc. Some Rights Reserved.
  • Screenshot of my blog
  • Dell Hell 05/28/09 CC 2007 Harbrooke Group, Inc. Some Rights Reserved. 2nd listing on Google!
  • Genuine Engagement - Lenovo 05/28/09 CC 2007 Harbrooke Group, Inc. Some Rights Reserved.
  • There’s a Conversation Going On
    • Can you afford to ignore it?
    • Do you want to be like Dell? Or Lenovo?
    05/28/09 CC 2007 Harbrooke Group, Inc. Some Rights Reserved.
  • Knowledge Marketing
    • We need to constantly ask the question: Are the people whom we want to receive our information getting it in the most effective manner possible?
      • Information only achieves value when it is informing, only when it creates a positive reaction in its intended audience.
    • Many organizations still believe in being secretive , in giving away as little information as possible...
    • Today, we should take it as a rule that the competition knows everything there is to know about us . We should see competitive advantage in the momentum our information creates, rather than the information itself.
      • Source:http://www.gerrymcgovern.com/nt/1999/nt_1999_08_09_knowledge_marketing.htm
    05/28/09 CC 2007 Harbrooke Group, Inc. Some Rights Reserved.
  • 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.
    05/28/09 CC 2007 Harbrooke Group, Inc. Some Rights Reserved.
  • Podcast Continued
    • Vlog: A video blog, sometimes shortened to vlog is a blog that comprises video. Entries are typically presented in reverse chronological order, and are often syndicated across the Internet using RSS or ATOM.
    05/28/09 CC 2007 Harbrooke Group, Inc. Some Rights Reserved.
  • KM: Think and Contribute - Purina: 05/28/09 CC 2007 Harbrooke Group, Inc. Some Rights Reserved.
  • KM: Purina in iTunes Podcast= Repeat Behavior 05/28/09 CC 2007 Harbrooke Group, Inc. Some Rights Reserved.
  • Knowledge Marketing: Oracle TechCast in iTunes
    • Lives forever on iTunes
    • Users can research and find, or subscribe and receive on a regular basis
    • Tags add searchability/ findability
    05/28/09 CC 2007 Harbrooke Group, Inc. Some Rights Reserved.
  • KM: Will it blend?
    • Will it blend.com?
    05/28/09 CC 2007 Harbrooke Group, Inc. Some Rights Reserved.
  • RSS
    • An abbreviation of Really Simple Syndication, RSS is a group of Web feed formats used to publish frequently updated content such as blog entries, news headlines or podcasts.
    • An RSS document, which is called a "feed," "web feed," or "channel," contains either a summary of content from an associated web site or the full text.
      • RSS feeds are written using XML, a markup language.
    05/28/09 CC 2007 Harbrooke Group, Inc. Some Rights Reserved.
  • RSS Continued
    • 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.
    05/28/09 CC 2007 Harbrooke Group, Inc. Some Rights Reserved.
  • Custom Google Home Page
    • This is possible due to RSS
    05/28/09 CC 2007 Harbrooke Group, Inc. Some Rights Reserved.
  • XML
    • Extensible Markup Language (XML) - primary purpose is to facilitate the sharing of structured data across different information systems, such as between two programs or servers over the Internet.
      • <XML>
      • <Headline>Welcome to the WebSite</headline>
      • <Date>10/30/07</Date>
      • <Summary>Lorem....</Summary>
      • <Article>lorem ibsum.....Full Text</Article>
      • </XML>
    05/28/09 CC 2007 Harbrooke Group, Inc. Some Rights Reserved.
  • RSS Feeds
    • Many websites have links labeled &quot;XML&quot; or &quot;RSS&quot; or &quot;Atom&quot;.
    • All of these are ways of saying that you can find out about updates to a specific site without having to visit the site in your web browser. Think of it as an email that is sent to you to let you know that your favorite website or blog has been updated.
    05/28/09 CC 2007 Harbrooke Group, Inc. Some Rights Reserved.
  • RSS = Syndication
    • This feature is referred to as &quot;syndication&quot; or &quot;aggregation&quot;.
    • Sometimes it's just called subscribing.
    • And these days, instead of one of these words, lots of sites will use a little orange button.The standard one looks like this:
    • It's also common to see buttons that say &quot;RSS&quot; or &quot;XML&quot; or event a button that is specific to existing sites/aggregators such as Yahoo
    05/28/09 CC 2007 Harbrooke Group, Inc. Some Rights Reserved.
  • Aggregator
    • Also known as a “Feed Reader,” it is software that may run on the desktop or in a web browser, that allows one to subscribe to web content such as blogs, podcasts or videocasts/vlogs, and have that content delivered whenever it is updated , much like a magazine or newspaper arrives regularly with new content once one obtains a subscription.
    05/28/09 CC 2007 Harbrooke Group, Inc. Some Rights Reserved.
  • Google Reader - An Aggregator 05/28/09 CC 2007 Harbrooke Group, Inc. Some Rights Reserved.
  • Folksonomy:
    • is the practice and method of collaboratively creating and managing tags to annotate and categorize content.
    • In contrast to traditional subject indexing (eg: the Dewey Decimal System), metadata (data about the material) is not only generated by experts but also by creators and consumers of the content. Also called “Tagging.”
    05/28/09 CC 2007 Harbrooke Group, Inc. Some Rights Reserved.
  • Folksonomy continued
    • An example of a site that uses Folksonomy and collaborative tagging is http://del. icio .us - a shared browser bookmarking site.
    05/28/09 CC 2007 Harbrooke Group, Inc. Some Rights Reserved.
  • Del.icio.us - Shared Bookmarking 05/28/09 CC 2007 Harbrooke Group, Inc. Some Rights Reserved.
  • Social Network:
    • 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...Nodes are the individual actors within the networks, and ties are the relationships between the actors.
    • Research in a number of academic fields has shown that social networks operate on many levels, and play a critical role in determining the way problems are solved, organizations are run, and the degree to which individuals succeed in achieving their goals.
    05/28/09 CC 2007 Harbrooke Group, Inc. Some Rights Reserved.
  • Social Networking Services
    • 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.
      • Most social network services are primarily web based and provide a collection of various ways for users to interact, such as chat, messaging, email, video, voice chat, file sharing, blogging, discussion groups, and so on.
    • Facebook and MySpace are Social Networking Services.
    05/28/09 CC 2007 Harbrooke Group, Inc. Some Rights Reserved.
  • 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.
    05/28/09 CC 2007 Harbrooke Group, Inc. Some Rights Reserved.
  • Facebook Picture 05/28/09 CC 2007 Harbrooke Group, Inc. Some Rights Reserved.
  • Search Engine Marketing (SEM):
    • SEM is a form of Internet Marketing that seeks to promote websites by increasing their visibility in the Search Engine results pages (SERPs).
    • SEM methods include: Search Engine Optimization (or SEO), paid placement, and paid inclusion.
    05/28/09 CC 2007 Harbrooke Group, Inc. Some Rights Reserved.
  • Search engine optimization (SEO)
    • SEO is the process of improving the volume and quality of traffic to a web site from search engines via &quot;natural&quot; search results.
    • Usually, the earlier a site is presented in the search results, or the higher it &quot;ranks&quot;, the more searchers will visit that site.
    05/28/09 CC 2007 Harbrooke Group, Inc. Some Rights Reserved.
  • Pay per click (PPC)
    • PPC is an advertising model used on search engines, advertising networks, and content websites/blogs, where advertisers only pay when a user actually clicks on an ad to visit the advertiser's website.
      • Advertisers bid on keywords they believe their target market would type in the search bar when they are looking for a product or service.
    05/28/09 CC 2007 Harbrooke Group, Inc. Some Rights Reserved.
  • PPC Continued
    • When a user types a keyword query matching the advertiser's keyword list, or views a page with relevant content, the advertiser's ad may be shown.
    05/28/09 CC 2007 Harbrooke Group, Inc. Some Rights Reserved.
  • Paid inclusion
    • PI is a search engine marketing product where the search engine company charges fees related to inclusion of websites in their search index.
      • The fee structure is both a filter against superfluous submissions and a revenue generator. Typically, the fee covers an annual subscription for one webpage, which will automatically be catalogued on a regular basis.
      • A per-click fee may also apply.
    05/28/09 CC 2007 Harbrooke Group, Inc. Some Rights Reserved.
  • Web 1.0 = Old 3 “Cs”
    • Content, Commerce and Community
    05/28/09 CC 2007 Harbrooke Group, Inc. Some Rights Reserved. http://www.flickr.com/photos/sifter/ http://www.flickr.com/photos/tychay/
  • The Next Generation
    • Web 2.0:
      • Context
      • Communications
      • Collaboration
      • The key value for B2B in Web 2.0 is enabling connections that didn’t exist previously between organizations and people at different levels of an organization. It can also enable connections with employees.
      • In B2C - It’s connections with customers for product improvement.
    05/28/09 CC 2007 Harbrooke Group, Inc. Some Rights Reserved.
  • Context
    • CNET News.com’s “the Big Picture”
    05/28/09 CC 2007 Harbrooke Group, Inc. Some Rights Reserved.
  • Communications
    • Communications via the web is a burgeoning arena
    05/28/09 CC 2007 Harbrooke Group, Inc. Some Rights Reserved.
  • Collaboration 05/28/09 CC 2007 Harbrooke Group, Inc. Some Rights Reserved.
  • Trust in Online Communities 05/28/09 CC 2007 Harbrooke Group, Inc. Some Rights Reserved.
  • Blogging Overview
    • 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.
      • You never know who will enter the room next or precisely where the conversation will lead – there can be starts and stops, interruptions and interesting and odd digressions.
      • What you do know is that you leave the room more informed, intrigued and knowledgeable than before you entered and if you are lucky you have made some great friends as well.
    • Blogs aren’t just about what you write - they’re about the interaction with your audience!
    05/28/09 CC 2007 Harbrooke Group, Inc. Some Rights Reserved.
  • Content & Tone
    • Use a Human Voice – don’t speak like a press release!
    • Think about blog posts as a conversation
    • Read some of the other blogs to get a feel of the tone for the community – what works in one, may not work in another.
    • Be personal, be REAL, be TRUTHFUL, be a LEADER. Use the word “I”, instead of “we”. Don’t be corporate.
      • -thanks to Deb Schultz for some of these blog tips!
    05/28/09 CC 2007 Harbrooke Group, Inc. Some Rights Reserved.
  • 05/28/09 CC 2007 Harbrooke Group, Inc. Some Rights Reserved.