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