Social Media in the Real World
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Social Media in the Real World

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    Social Media in the Real World Social Media in the Real World Presentation Transcript

    • Practicing Social Mediain the Real World
      Mack D. Male
      January 2010
    • Software developer for Questionmark
      Social Media Guy! Entrepreneur!
      Started my company in 2000
      Started blogging in 2003
      Joined Twitter in 2006 (#985)
      Launched Podcast Spot in 2006
      Launched ShareEdmonton in 2009
      Organized dozens of events in the last couple of years, started writing more about Edmonton.
      Passionate Edmontonian.
      Who am I?
    • Name
      Where you’re from
      What you do
      How are you feeling about social media today? Excited? Scared?
      Who are you?
    • Let’s make this interactive! Ask lots of questions!
      Social Media Overview (quick)
      A Campaign in Action
      Walk through the various steps
      Look at some examples
      Identify strategies
      Test out some tools
      Agenda
    • Social Media Overview
      Are we all on the same page?
    • Less than 200 pages, still relevant to read today!
      Contains 95 theses:
      Markets are conversations.
      Conversations among human beings sound human.
      Join the conversation.
      The Cluetrain Manifesto
    • I believe we crave connection with others.
      Social media is about people, and the relationships between people.
      Social Media is about people.
    • There’s no such thing.
      Has anyone spent 10,000 hours on social media? 
      http://www.gladwell.com/outliers/
      One study in December 2009 found that there were 15,740 Social Media Experts on Twitter.
      http://mashable.com/2009/12/27/social-media-experts-twitter/
      How hard could it be if there are so many?
      Social Media Experts
    • A Campaign in Action
      Where do we start?
    • Start participating!
      Think. Plan.
      Create a list of goals.
      Get the right people involved.
      Pick the right tools.
      Measure before your campaign.
      Launch your campaign!
      Listen, participate, engage.
      Deal with the good and the bad.
      Track things as you go.
      Measure after your campaign.
      Identify lessons for the future.
      Overview
    • Become familiar with the communities, the tools, and the etiquette.
      Listen, listen, listen.
      Try a variety of different social media services, to learn the pros and cons.
      Be patient (think: Twitter).
      Don’t be afraid to ask for help!
      Start participating!
    • Don’t reinvent the wheel!
      Can be difficult to join an existing community, but it’s totally worth it.
      Twitter:
      http://www.twellow.com
      http://wefollow.com
      Strategy: Find existing communities.
    • Okay I’m on Twitter.
      Now what?
    • Do some housecleaning.
      Pick a good username.
      Change your profile pic.
      Keep your tweets public.
    • Enter your website URL.
      Set your location.
      Post a few updates.
      Resist the temptation to follow everyone.
    • Learn the lingo.
      Tweets, Replies, Retweets, Hashtags, Twooshes, Direct Messages, Tweetups
    • Twitter is like sex.
      You can read all the stuff (or look at it) about sex all you want, but if you’ve never had it, you simply have no idea what it’s like.
      http://michaelmartine.com/2008/04/11/twitter-is-like-sex/
    • There are entire blogs devoted to writing about Twitter applications:
      http://everythingtwitter.com
    • There are so many great blogs out there! Start reading a few, and you’ll be amazed at what you can learn.
      A few that I enjoy:
      http://www.mashable.com
      http://www.readwriteweb.com
      http://www.chrisbrogan.com
      Remember that there are no experts, only those who have taken the time to learn!
      Read and learn.
    • Before you do anything, stop and think: is social media right for me, for this campaign?
      Think. Plan.
    • Edmonton is bidding to host EXPO 2017.
      Report recommending that the City move forward was release in October 2008.
      January-March 2009, volunteer committees were formed for theme, site, and community engagement.
      The Bid Booster Club launched in July 2009.
      Submission to province and feds was November 2009.
      Running out of time to demonstrate strong community support for the national bid!
      Case Study: EXPO 2017
    • Established a presence on many social media sites:
      http://www.twitter.com/edmontonexpo17
      http://www.facebook.com/edmontonexpo17
      http://www.youtube.com/EdmontonEXPO2017
      http://www.flickr.com/photos/edmontonexpo2017/
      470 fans on Facebook, 493 followers on Twitter
      Haven’t updated since January 20, infrequent updates prior to that
      Case Study: EXPO 2017
    • What’s the problem?
      They have nothing to share, and they’re not interested in a conversation.
      Like the Olympics, bid organizers didn’t want to give away too many details to the competition
      Culture of secrecy and lack of information sharing
      It got worse when Calgary announced it was also bidding
      Convinced they need to focus on the politicians, and not the average citizen!
      Case Study: EXPO 2017
    • Before you do anything, stop and think: is social media right for me, for this campaign?
      Be prepared. Have a plan of attack ready.
      Create your policies up-front (where possible).
      Think. Plan.
    • Internal and external, but be open about them.
      Don’t forget about the policies you already have:
      Employee Procedures
      External Relations
      Crisis Management
      Comment Policy (external)
      http://www.transformingedmonton.ca
      Friend/Fan Policy (internal, maybe external)
      Ex. Teachers!
      Privacy Policy
      When to ignore, when to respond, when to notify others.
      What policies?
    • What do you want to accomplish with your campaign?
      Think of it as your mission statement.
      Just want a presence
      Sell more widgets
      More visits to your existing websites
      More downloads of key information
      Increased community engagement
      Reduce costs, increase satisfaction
      Etc.
      Create a list of goals.
    • Who will take ownership of the plan & goals?
      Who in your organization is already involved in the project?
      What untapped expertise do you have?
      Get the right people involved.
    • Depends on what you learned when you started participating, on what your goals are, on who you have on your team.
      TIP: Consider breaking them up into four categories:
      Text
      Photos
      Audio
      Video
      Don’t forget: RSS
      Pick the right tools.
    • Short updates? http://www.twitter.com
      Documents? http://www.scribd.com
      Presentations? http://www.slideshare.net
      Bookmarks? http://delicious.com
      Blog? http://www.wordpress.com
      Others:
      http://docs.google.comhttp://www.blogger.com
      http://www.reddit.comhttp://www.yammer.com
      http://www.digg.comhttp://www.facebook.com
      Pick the right tools: Text
    • http://www.flickr.com
      http://www.smugmug.com
      http://www.facebook.com
      Pick the right tools: Photos
    • http://www.libsyn.com
      http://www.blubrry.com
      http://www.podbean.com
      Pick the right tools: Audio
    • http://www.youtube.com
      http://www.vimeo.com
      Pick the right tools: Video
    • You’re using Twitter, Facebook, YouTube, Flickr, Digg, delicious, etc.
      How can you tie them all together?
      Use a blog.
      Make it your social media hub.
      Ex. http://blog.mastermaq.ca
      The importance of blogs: http://blog.mastermaq.ca/2009/07/13/social-media-and-the-city-centre-airport-debate/
      Strategy: Use a blog for cohesion.
    • This is important!
      You need to establish a baseline.
      Again, it depends on your goals.
      If your goal is increased customer satisfaction, you might need to do a survey.
      If your goal is to establish a presence, you can use a variety of online tools.
      Measure before your campaign.
    • Surveys, questionnaires, etc.
      http://www.surveymonkey.com
      Web presence
      http://www.compete.com
      http://www.alexa.com
      http://siteexplorer.search.yahoo.com
      http://www.woorank.com
      Social media presence:
      http://socialmention.com
      https://analytics.postrank.com
      http://grader.com
      Tools for measurement before!
    • Keep your goals and policies in mind.
      Be patient, but not too patient.
      TIP: Remember what each service is good at!
      On Twitter, frequent updates
      On YouTube, short, engaging videos
      On a blog, longer, regular posts
      Launch your campaign!
    • Listen
      Monitoring of the conversations, multimedia, ratings, threads/forums
      Reactive & Proactive
      Participate
      Establish presence, offer information, answer questions, respond to comments, establish relationships
      Engage
      Go where people are connecting, stimulate, compile
      Range of engagement: receive suggestions and comments, compile input for decisions
      Listen, Participate, Engage.
      http://tinyurl.com/EdmSM
    • Capture positive comments, posts, and other stories to share with your team, your managers, etc.
      When something goes wrong, remember your policies:
      When to ignore
      When to respond
      When to notify others
      Deal with the  and .
    • What are you tracking?
      Depends on your goals, but also wise to just track what people are saying about you.
      How much time should you spend?
      It’s a good idea to have a budget.
      Who should do the tracking?
      Good opportunity to split the work amongst your team.
      Track things as you go.
    • Wide spectrum of tools, from free to expensive.
      From the Journal of Interactive Advertising:
      Track things as you go.
      http://www.jiad.org/article127
    • Free tools:
      http://www.tweetdeck.com
      http://search.twitter.com
      http://reader.google.com (feeds)
      http://www.google.com/alerts (keywords)
      http://www.google.com/analytics (web stats)
      http://www.youtube.com/my_videos_insight (video stats)
      Tools for tracking!
    • Some feeds are just really busy and you parsing it is tough, time consuming work.
      In other words, there’s a high signal-to-noise ratio!
      Filter the content of those feeds to zero in on the stuff you’re interested in.
      http://pipes.yahoo.com
      Strategy: Use Yahoo Pipes to filter.
    • Social media is not advertising.
      Remember, it’s about people.
      Common sense always applies!
      http://blog.mastermaq.ca/2009/12/15/social-media-and-ask-premier-ed/
      Case Study: Ask Premier Ed
    • Tell the truth! People don’t want to be lied to.
      Use the tools for what they are good at.
      Talk with the community, not to the community.
      Learn from your mistakes.
      Lessons from Ask Premier Ed
    • Use the same tools you used when measuring before your campaign started.
      Augment the metrics with information gathered during your regular campaign tracking.
      Measure after your campaign.
    • Consider holding a debrief with your team.
      Focus on pluses and deltas.
      Pluses – things you did really well!
      Deltas – things you would do differently next time.
      Write it all down, and share it with others.
      You learn more by teaching!
      Consider an Advisory Committee: http://blog.mastermaq.ca/2009/11/09/the-city-of-edmontons-social-media-advisory-committee/
      Identify lessons for the future.
    • Start participating!
      Think. Plan.
      Create a list of goals.
      Get the right people involved.
      Pick the right tools.
      Measure before your campaign.
      Launch your campaign!
      Listen, participate, engage.
      Deal with the good and the bad.
      Track things as you go.
      Measure after your campaign.
      Identify lessons for the future.
      Overview – revisited!
    • Mack D. Male
      mack@paramagnus.com
      780.619.3864
      http://www.mastermaq.ca
      http://blog.mastermaq.ca
      http://twitter.com/mastermaq
      Basically, I’m mastermaq at your favorite service 
      Contact