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SOCIAL MEDIA & WEB 101 Pre-Conference Workshop PSEWEB 2011
ABOUT ME• First website in „97• Hons BA, Media & Public Interest „06 University of Western Ontario• Academica Group• Richard Ivey School of Business• PSEWEB & Lunch Break Media Ltd.
AGENDA1. Web − Fundamentals, Technologies2. Search − Organic, Paid3. Social Media − Email, Blogs, Social Networks4. MultiMedia − Video, Images, YouTube, Flickr5. Mobile − Apps, Websites, Geo-Location
“In the era of social media, people use technologies to get what they need from each other, not traditional institutions.” Charlene Li & Josh Bernoff Groundswell: Winning in a World Transformed by Social TechnologiesPhoto by Oldonliner
WEBSITES− Just one of many platforms website website− Authoritative answers to website specific questions− Support & guidance The Internet
WEBSITES− Just one of many platforms youtube websites facebook− Authoritative flickr linkedin answers to specific questions twitter− Support & guidance The Internet
WEB PROCESS− Strategy − Design− Architecture − Development− Content − Testing− User Experience − Maintenance− Functionality − Approvals
YOUTUBE• Free for Educational Institutions – Including EDU channel with branding• iPhone/Mobile Friendly• Embed on any website• Supports HD• Play Metrics• Supports auto-publishing to Twitter, Facebook
ORGANIC SEARCH• Metadata – Keywords, Description, Title• Social Media & RSS• Links from sites with authority• Content – Headings, Links, Images, Copy• XML Sitemaps• Media Relations/Brand Positioning
THE SOCIAL WEBThe Internet is by definition “social” and always has been.
THE SOCIAL WEB Online social networks are technology‟s response to a network-based society,providing tools for creating and maintaining connections.
33% OF 2010 APPLICANTSSEARCHED FOR SCHOOLS ONSOCIAL NETWORKING SITES 74% THOUGHT SCHOOLS SHOULD HAVE A PRESENCE ON SOCIAL MEDIA SITES 2 0 1 0 E - E X P E C TAT I O N S S U R V E Y, N O E L L E V I T Z
FACEBOOK PAGE REDESIGN 2011• Tabs are now a Left Menu• Photo strip• Admins are displayed• Featured Likes• Notifications• “Use Facebook as Page”• Wall is ordered by popularity• Smaller display image
FACEBOOK BEST PRACTICES- Invest in creative- Consider a work in progress- Respond within 24 hours- Link to syndicated content- Set & Publish Content Guidelines
OPPORTUNITIES- Fan Photos/Videos - Users can contribute- Mobile Updates - Users receive status updates on their phone- Group Messages- Fan Updates - Segment- Facebook Connect - Anywhere with a login is now a viral opportunity
PLACEHOLDER ACCOUNTS• Create the account• Set as Private Account –Find under Settings once you are logged in• Allow no followers• Only post direct messages *
TIPS FOR TWITTER SUCCESS• Be conversational• Follow people back• Be a person – With a face and a name• Be retweetable• Leverage lists as CRM
CHARACTER COUNTER• http://bit.ly/140counter –Use to keep your tweets under 140 characters
SHORTEN URL‟S• http://bit.ly/ –Use to create short, trackable versions of URL’s
1 – 2 "best in class" college/higher education examples Icon-Friendly Usable Short URL bit.ly Frequent RichCustom Background Retweet
FriendFeed / Ping.FM Event Tag #followfriday Responsive
OPPORTUNITIES• Mobile• Free SMS broadcast system• Link offline events to web• Real-Time• Appropriate Engagement• Monitoring
LINKEDIN• Profiles are positioned as resumes• Users do not post back and forth on each others profiles• Users can post “references” of each other – one per relationship.• Tone throughout the network is professional• Not relevant for direct from HS market• Closed to most external sites
SOCIAL NETWORK BP: BE PRESENT• Where your stakeholders want you – Facebook Page/Public Profile – 2013 Groups – Twitter Account
BEST PRACTICES• Observe and adapt• Provide Relevant Content• Be Responsive• Stay Dynamic (Repurpose)• Use Commercial Channels when available• Integrate with www homepage