Social Media Bootcamp!
Tools for building an engaged online community
Seizing the Moment
Public Media Collaborative track
...
Relax!




                                                   Flickr photo “relaxation,
                                  ...
Today’s hashtags




                                          Flickr photo by
                                          p...
Handouts
 Social news tools & platforms
         http://delicious.com/socialmediacamp/tools
         http://delicious.com...
Making sense of all the new terms
            http://socialbrite.org/glossary




           “Social media:
   Any online ...
Flavors of social media




Source: http://www.beingpeterkim.com/2009/03/smm-wiki-analysis.html
What we’ll cover today
   Strategies in the sharing economy
   Tactics to build community:
   1. Breaking news
   2. Lever...
Think strategically


                                    Flickr photo by
                                    jonrawlinson...
Innovate!


                                               "Rocket Man" on
                                               ...
What’s important: Engagement

                     Meaningful metrics:
                     Not just page views
          ...
Don’t do all the heavy lifting



                                       Flickr photo by
                                 ...
Tap into the sharing economy
                      Creative
                      Commons
                      • Rich sou...
1. Be first with breaking news
 SMS alerts
  Latinos, African Americans > greater use of mobile devices

 Twitter to break ...
SMS alerts
             www.impre.com/alertas

             • ImpreMedia: 20
             alerts/day, 1 million
          ...
Live-blogging to drive conversation

                            Useful free tools:
                            • CoverItL...
2. Leverage Twitter



 China earthquake
 Mumbai
 Flight 1549 “Miracle on the Hudson”
 BusinessWeek: 40 journalists on Twi...
Make Twitter work for you
  Train your staff on how to use Twitter
  Not a broadcasting medium to distribute headlines
  S...
Tweeting done right: 80-20 Rule




                     Omar Gallaga
                     Austin American Statesman
Twitter accounts page

                 Austin American Statesman

                 http://www.statesman.com/news/
       ...
3. Enable conversations
  Avert registration fatigue
Identify & engage influencers



    Scope out Twitterers with large # followers. How do
their interests intersect with you...
The power of hash tags
                  Find relevant hashtags through
               hashtags.org or Twitter Search
    ...
Get widget-happy!
                    Real-time
                    conversations
                    Tap into the
       ...
4. Community video
                                                                           Video + chat =
             ...
Live video streaming

                       ImpreMedia teamed up with
                       the PBS NewsHour to live-
  ...
5. Online petitions & causes
                       Enable users to
                       make a difference by
          ...
Promote community service




Left: AllforGood.org helps you find and share ways to do good in your community.
Right: Unite...
6. Geotagging & citizen photography




                  Visitors to Flickr could see photos of the 2007 disaster taken f...
Geotagging an art walk
                         An afternoon
                         with smart phones
                  ...
Community photo albums

                         NewWest.Net
                         NewWest.Net created
                ...
7. Visualize news with Google Maps




                                    Mash up your
                                  ...
The power of map mashups
  http://chicago.everyblock.com/crime/   Everyblock
                                          Atl...
Prop 8 mashup

                An anonymous
                publisher compiled
                a mashup of public
        ...
8. Facebook communities
                  Tap into self-organizing
                  communities
                  A group...
Facebook pages




    See handout for difference between Facebook
     Groups & Facebook Pages. In most cases,
          ...
Sites to admire
       www.periodismociudadano.com
                                      Recent
                         ...
... and to steal ideas from
   Statesman.com
   myurbanreport.com
   LABeez.org
   BlogHer.com
   Iranian.com
   Placeblog...
Closing thoughts
   Don’t forget: Fail often,
 fail fast!

  Create a feedback loop.

  Bring social media
 experts who ar...
Resources
  Socialbrite.org
  Knight Citizen News Network: kcnn.org
  Social Media Club: socialmediaclub.org
  BeatBloggin...
Readings




 http://delicious.com/socialmediacamp/readings

                     Image: Universal McCann: Wave.3 report, ...
Let’s discuss!

                 jd@socialbrite.org
                 twitter: @jdlasica
                          @socialb...
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Tools to Build an Engaged Online Community

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A PDF slide show of a presentation given at a Social Media Bootcamp given at San Francisco State University on Aug. 28, 2009. The focus is on social media tools that online publishers -- particularly ethnic media publications -- should use to engage and retain an online community.

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Tools to Build an Engaged Online Community

  1. 1. Social Media Bootcamp! Tools for building an engaged online community Seizing the Moment Public Media Collaborative track San Francisco State University, Aug. 28, 2009 JD Lasica Socialbrite.org jd@socialbrite.org
  2. 2. Relax! Flickr photo “relaxation, the maldivian way” by notsogoodphotography http://delicious.com/socialmediacamp/seizing (all sites in this talk have been tagged for later retrieval) http://slideshare.net/jdlasica
  3. 3. Today’s hashtags Flickr photo by prakhar Twitter: #seizing (to tag your tweets) Blogs: seizing (to tag your blog posts)
  4. 4. Handouts  Social news tools & platforms http://delicious.com/socialmediacamp/tools http://delicious.com/socialmediacamp/platforms  Geotagging, Flickr & Facebook
  5. 5. Making sense of all the new terms http://socialbrite.org/glossary “Social media: Any online technology or practice that lets us share (content, opinions, insights, experiences, media) and have a conversation about the ideas we care about. ”
  6. 6. Flavors of social media Source: http://www.beingpeterkim.com/2009/03/smm-wiki-analysis.html
  7. 7. What we’ll cover today Strategies in the sharing economy Tactics to build community: 1. Breaking news 2. Leverage Twitter 3. Enable conversations 4. Community video 5. Online petitions & causes 6. Geocoding and citizen photography 7. Google Map mashups 8. Facebook communities
  8. 8. Think strategically Flickr photo by jonrawlinson Social media is a universe, not a tool Don’t start with the tools. Start with a plan. Talk with your users about what you’re planning Launch pilot projects, get a toehold Challenge corporate culture of fear
  9. 9. Innovate! "Rocket Man" on Flickr by Dave-F  “We have to change our entire corporate-industry behavior. We’ve got to stop overplanning and over-analyzing and turn our battleship into a speedboat.” —J. Todd Foster, managing editor, Bristol (VA) Herald Courier  Dare to fail. If you’re not failing at something, you’re doing something wrong. (“Fail often, fail fast.”)
  10. 10. What’s important: Engagement Meaningful metrics: Not just page views "We don't really care about page views as much as we care about comments. If we get 1,000 video views, that is good. The comments are a focus group with our influencers. If they like it, they'll spread it and that helps get us to our objectives." - Jake Brewer, PowerShift
  11. 11. Don’t do all the heavy lifting Flickr photo by Jason Means Partner with smart people. Use your community. Use free: Twitter, Flickr, YouTube, Digg, CC Use open source: WordPress (and its plug-ins), Drupal, et al. Steal good ideas. Build on what’s come before.
  12. 12. Tap into the sharing economy Creative Commons • Rich source of free commercial material. • Flickr: 15 million Attribution licenses • Flickr: 10 million Attribution ShakeAlike licenses creativecommons.org flickr.com/creativecommons socialbrite.org/sharing-center
  13. 13. 1. Be first with breaking news SMS alerts Latinos, African Americans > greater use of mobile devices Twitter to break verified news Best usage is to drive users to story on your site Live-blogging of public events Several free useful tools Moblogging to upload photos from mobile device Buzznet, Foneblog, Fotopages, mBlog, mlogs, phlog.net, Snap, Textamerica, Webshots
  14. 14. SMS alerts www.impre.com/alertas • ImpreMedia: 20 alerts/day, 1 million impressions/month • Popular topics: general news, breaking news, New York, politics, entertainment, sports, Mexican futbol league
  15. 15. Live-blogging to drive conversation Useful free tools: • CoverItLive.com • Scribblelive.com • Google Docs Examples: Sonia Sotomayor hearings, Rod Blagojevich impeachment
  16. 16. 2. Leverage Twitter China earthquake Mumbai Flight 1549 “Miracle on the Hudson” BusinessWeek: 40 journalists on Twitter. Twestival: $250,000 raised for charity: water in 202 cities on Feb. 12, 2009 (If you need help in setting up a Twitter account, just ask!)
  17. 17. Make Twitter work for you Train your staff on how to use Twitter Not a broadcasting medium to distribute headlines Start by listening & observing, but then: Be human, be conversational, not detatched Unlearn the conventions of journalism @ElDiarioNY: after 5 mo., 5% new traffic from Twitter #1 traffic driver: retweets “Twitter is just amazing. It's the perfect tool for journalists.” — Arturo Duran, Publisher, ImpreMedia Digital (El Diario, La Opinion, et al.)
  18. 18. Tweeting done right: 80-20 Rule Omar Gallaga Austin American Statesman
  19. 19. Twitter accounts page Austin American Statesman http://www.statesman.com/news/ content/standing/twitter.html
  20. 20. 3. Enable conversations Avert registration fatigue
  21. 21. Identify & engage influencers Scope out Twitterers with large # followers. How do their interests intersect with your site’s? Learn about how people in your community use social media Connect with social media influencers through search.twitter.com, PlaceBlogger.com, etc. Ask people around you (neighbors, students, young people in your newsroom) how they use social media
  22. 22. The power of hash tags Find relevant hashtags through hashtags.org or Twitter Search Join (but don’t spam) conversation threads Start your own hashtag Some hashtags to latch on to: #diversity #africa #asia #latino #education #democracy #politics #Obama #news #media #journalism #journchat At left, widget found at: http://journchat.info
  23. 23. Get widget-happy! Real-time conversations Tap into the conversations that are already taking place in your community: Widgets let you post tailored discussions — both by topic and by geographic location. Create widgets for your business, opinion, culture, sports sections.
  24. 24. 4. Community video Video + chat = engagement Think of your site not just as a way to showcase your own journalism but as a platform to connect users with interesting events taking place in the community. Streaming video tools include Kyte.com, Qik.com, Ustream.tv and Livestream.com. This is the University of Nevada, Las Vegas, student journalism channel. http://www.kyte.tv/ch/109996-jmsnews
  25. 25. Live video streaming ImpreMedia teamed up with the PBS NewsHour to live- stream the Sonia Sotomayor hearings. Went from 20,000 streams last fall during election ʼ09 to 45,000 streams this past spring. PBS provided the signal & video player, ImpreMedia provided the Spanish translations.
  26. 26. 5. Online petitions & causes Enable users to make a difference by signing petitions, which offer an outlet for community engagement. Tap into the national spirit of renewal and reform. Tie them to your opinion pages. Embed an ipetitions app. Partner with Care2 or Facebook Causes.
  27. 27. Promote community service Left: AllforGood.org helps you find and share ways to do good in your community. Right: UnitedWeServe: Bottom-up volunteer opportunities at http://serve.gov
  28. 28. 6. Geotagging & citizen photography Visitors to Flickr could see photos of the 2007 disaster taken from Minneapolis multiple vantage points. Many new digital cameras and mobile bridge collapse devices, like the iPhone, come with geotagging enabled by default.
  29. 29. Geotagging an art walk An afternoon with smart phones Dan Gillmor took a class of journalism students at Arizona State University out for a stroll and created a cool Flickr map with more than 120 photos captured with G1 smart phones. “It was absurdly easy,” he says. News organizations should enlist community members with geo- location capable devices to cover designated community events.
  30. 30. Community photo albums NewWest.Net NewWest.Net created a group pool on Flickr for readers to add photos to. People have added more than 16,000 photos. http://www.flickr.com/ groups/newwest
  31. 31. 7. Visualize news with Google Maps Mash up your data sources Team effort: KPBS worked with volunteers from San Diego State University Geography Dept. to cover the San Diego County wildfires in Oct. 2007: a living, evolving, interactive news story. http://maps.google.com
  32. 32. The power of map mashups http://chicago.everyblock.com/crime/ Everyblock Atlanta Boston Charlotte Chicago Dallas Detroit Houston Los Angeles Miami New York Philadelphia San Francisco San Jose Seattle Washington, DC
  33. 33. Prop 8 mashup An anonymous publisher compiled a mashup of public campaign donations records, including the donors’ street address, and published it.
  34. 34. 8. Facebook communities Tap into self-organizing communities A group of students and citizens, outraged at the lack of free drinking water at the new University of University of Central Florida's stadium, launched a Facebook group. The Orlando Sentinel ran a story and used Facebook to spread the word. Stadium officials reversed course, installing 50 free drinking fountains.
  35. 35. Facebook pages See handout for difference between Facebook Groups & Facebook Pages. In most cases, Pages are the better choice.
  36. 36. Sites to admire www.periodismociudadano.com  Recent comments  Tags  Embedded video  Twitter lifestream  Pointers to Twitter, Facebook, Flickr, Blip.tv presence  Global Voices en Español
  37. 37. ... and to steal ideas from Statesman.com myurbanreport.com LABeez.org BlogHer.com Iranian.com Placeblogger.com ProPublica.org Themediaconsortium.org Moms Charlotte charlotteobserver.com/moms The Local: http://maplewood.blogs.nytimes.com Baristanet.com Mashable See handouts or: http://delicious.com/socialmediacamp/sites
  38. 38. Closing thoughts Don’t forget: Fail often, fail fast! Create a feedback loop. Bring social media experts who are internal evangelists into your editorial meetings. Flickr photo by trodas Get the big bosses to begin using social media so that they understand it.
  39. 39. Resources Socialbrite.org Knight Citizen News Network: kcnn.org Social Media Club: socialmediaclub.org BeatBlogging.org & NewAssignment.net Spot.us: crowd-funded reporting CiiJ: ciij.org/resources Wearemedia.org (More resources: See your handout sheets)
  40. 40. Readings http://delicious.com/socialmediacamp/readings Image: Universal McCann: Wave.3 report, March 2008
  41. 41. Let’s discuss! jd@socialbrite.org twitter: @jdlasica  @socialbrite
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