0
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• Rich...
AGENDA1. Web  − Fundamentals, Technologies2. Search  − Organic, Paid3. Social Media  − Email, Blogs, Social Networks4. Mul...
“In the era of social media,          people use technologies to get          what they need from each          other, not...
WEBSITES− Just one of many  platforms                         website                       website− Authoritative  answer...
WEBSITES− Just one of many  platforms            youtube                                      websites                    ...
WEB PROCESS− Strategy          − Design− Architecture      − Development− Content           − Testing− User Experience   −...
STRATEGY• Business Objectives   •   Budget• Brand Positioning     •   Timeline• Audiences (&          •   Technologies  Au...
ARCHITECTURE
INFORMATION ARCHITECTURE          3.0?
ARCHITECTURE•   Elements•   Character Counts•   Functional Notes•   Navigation•   Location
ARCHITECTURE•   Elements•   Character Counts•   Functional Notes•   Navigation•   Location
CONTENT•   Copy           • Downloads•   Images         • Metadata•   Video          • Links•   Animation
USER EXPERIENCE•   Navigation•   Accessibility•   Performance•   Testing    – Interviews    – Groups    – Click tracking
AKA CONVERSIONS?•   Navigation•   Accessibility•   Performance•   Testing    – Interviews    – Groups    – Click tracking
CONTENT VS DESIGNCSS, XHTML & Javascript
CONTENT VS DESIGNCSS, XHTML & Javascript
CONTENT VS DESIGNCSS, XHTML & Javascript
ORGANIC SEARCH
CONTENT VS DESIGNCSS, XHTML & Javascript
CONTENT VS DESIGNCSS, XHTML & Javascript
CONTENT VS DESIGNCSS, XHTML & Javascript
CONTENT VS DESIGNCSS, XHTML & Javascript
CONTENT VS DESIGNCSS, XHTML & Javascript
EDITING SOFTWAREFor CSS, XHTML & Javascript• Microsoft Frontpage (Sharepoint  Designer)• Adobe Dreamweaver• Notepad++
CONTENT MANAGEMENT SYSTEMSDesign, Content & Structure are separated.          Consistent look & feel.   User types, permis...
CONTENT MANAGEMENT SYSTEMSCustom/Internal   .NET  Proprietary     PHP  Open Source     Java                  XSLT
CONTENT MANAGEMENT SYSTEMSProprietary             Open Source• Hannon Hill Cascade   • Drupal  Server                • Joo...
CONTENT MANAGEMENT SYSTEMSProprietary           Open Source• $250 to $100,000    • Free• Can be “blackbox”   • Flexible• C...
LANGUAGES•   PHP          • Java•   .NET         • Javascript•   HTML/XHTML     (jQuery)•   XML          • Flash
WEB PROCESS− Strategy          − Design− Architecture        www.edustyle.net− Content           − Development− User Exper...
MEDIAHosting, Accessibility, Opportunities
ALT/TITLE ATTRIBUTES    Required by Ontario Disabilities Act          Communicate the imageCorrect spelling, punctuation, ...
PHOTO SOFTWARE REQUIRED   Images must be sized to the actualdisplay size before they are uploaded to    prevent distortion...
PHOTO SOFTWARE REQUIRED     Adobe Photoshop   www.pixlr.com/express
IMAGE STYLING
FLICKR• RSS > Webpages, Blogs, Microsites• Push to Twitter• Email photo submission
VIDEO  HostingAccessibility
YOUTUBE• Free for Educational Institutions    – Including EDU channel with branding•   iPhone/Mobile Friendly•   Embed on ...
SEARCHOrganic vs Sponsored    Tricks & Tips
ORGANIC SEARCH
ORGANIC SEARCH• Metadata  – Keywords, Description, Title• Social Media & RSS• Links from sites with authority• Content  – ...
PAID SEARCH
PAID SEARCH•   Pay-per-click•   Auction Environment•   Unlimited copy/creative variations•   Target by region, language, k...
TIPS & TRICKS
RSS: REALLY SIMPLE SYNDICATION     One desk, five hundred    sites, minimal migraines.
1
22
3
3 • Ivey in the News  • Upcoming Events  • Faculty/Research Blogs  • Recruitment Blogs  • Student Blogs  • Ivey Business J...
MAKE YOUR OWN RSS• Delicious.com or Google Reader  Account• Browser Bookmark (IE/Firefox)• Connect resulting RSS to  websi...
TRACK YOUR RSS
ALLOW EMAIL SUBSCRIPTION
15 MINUTES TO MOBILE
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...
33% OF 2010 APPLICANTSSEARCHED FOR SCHOOLS ONSOCIAL NETWORKING SITES        74% THOUGHT SCHOOLS        SHOULD HAVE A PRESE...
HOW DO WE USE IT?Photo by zizzy
LOOK, LISTEN, JOIN, SPEAKPhoto by zizzy
HOW DO THEY USE IT?Photo by zizzy
Create:                               Blog Posts                                 Videos                               Anim...
CONNECT                        Connect:                            Friends                            Family              ...
COLLABORATE               Collaborate:                   Research                  Schoolwork                    Planning ...
REACT                    Comment/Critique:                       Restaurants                         Politics             ...
ORGANIZE                         Organize:                         Bookmarks                           Events             ...
CONSUMPTION               Accelerate Consumption:                        News                        Music                ...
CONNECT                      Now we will discuss:                            -Blogs                       -Social Networks...
BLOGS– Syndicated Content– Presented in Reverse  Chronological– Powered by RSS– Comments
WITHOUT COMMENTS, YOU DO    NOT HAVE A BLOG.
2 guys who like video games, sarcasm and                 drawing
FunInteractive Engaging  Usable
Today Penny Arcade runs a massiveannual game expo and sponsors a charitythat has donated (as of this writing) $4.9 million...
   Bring the    crisis home   Shape the    message
• Fun• Interactive• Engaging
• Strong  Creative• Consistent  Architecture  & Template
   Redesigned to    WordpressMU   Strong    Creative   Consistent    Architecture &    Template
BLOGGING BEST PRACTICES:– Enthusiastic Content  Providers– Engaged Readers– Syndicate Your Content– Comment Policy– Invest...
BLOG OPPORTUNITIES– Engage– Inform– Brand– Soapbox
SOCIAL NETWORKS– Online Community– Individual Profiles– Autobiographical– Interaction
ELEMENTS OF A SOCIAL NETWORK PROFILE
Communication                               NameDisplay Picture                  ELEMENTS OF A SOCIAL NETWORK PROFILE     ...
Social networking use amonginternet users ages 50 and older  nearly doubled—from 22% in April 2009 to 42% in May 2010.
FACEBOOK
infographic by digitalbuzzblog.com
SO WHAT IS FACEBOOK?•   Founded in higher education•   Very Canadian•   Based on the real-world•   Mobile•   Affordable an...
FACEBOOK IS SOCIAL
melissacheater.com © 2009
GLOSSARY•   Profile        •   Fan•   Friend         •   Poke•   Wall           •   Newsfeed•   Status         •   Groups/...
FACEBOOK GROUPSBring people together within the larger               network.
   Strong Creative   Regular, relevant    communication    from admissions
FACEBOOK PAGESYour Facebook page is your homepage           on Facebook.
melissacheater.com © 2009
melissacheater.com © 2009
melissacheater.com © 2009
melissacheater.com © 2009
melissacheater.com © 2009
FOR FANS ONLY CONTENT
FACEBOOK PAGE REDESIGN 2011
FACEBOOK PAGE REDESIGN 2011•   Tabs are now a Left Menu•   Photo strip•   Admins are displayed•   Featured Likes•   Notifi...
FACEBOOK BEST PRACTICES-   Invest in creative-   Consider a work in progress-   Respond within 24 hours-   Link to syndica...
OPPORTUNITIES- Fan Photos/Videos  - Users can contribute- Mobile Updates  - Users receive status updates on their phone- G...
uOttawa: Seek to Know App
   uOttawa brand    on my profile   uOttawa in my    newsfeed    (seen by all    connections
TWITTER
microblog         140 charactersmany to many public conversations     web, desktop & mobile
CHARACTERISTICS OF TWITTER-   Anything you would tell anyone-   Real-time or schedule-   Manual or automatic-   Person or ...
Watch this video about twitter: http://go.ivey.ca/twittervideo
publiccasualresponsivereal time
GLOSSARY•   Retweet (RT)•   Mention (@)•   Hashtag (#)•   Trend (#)
HOW I USE TWITTERprofessional/support/social network          @nikkimk           @karlynm                                 ...
the privacy myth
PLACEHOLDER ACCOUNTS• Create the account• Set as Private Account –Find under Settings once you are  logged in• Allow no fo...
TIPS FOR TWITTER SUCCESS• Be conversational• Follow people back• Be a person  – With a face and a name• Be retweetable• Le...
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                               ...
FriendFeed /   Ping.FM        Event Tag                  #followfriday     Responsive
OPPORTUNITIES•   Mobile•   Free SMS broadcast system•   Link offline events to web•   Real-Time•   Appropriate Engagement•...
LINKEDIN• Profiles are positioned as resumes• Users do not post back and forth on  each others profiles• Users can post “r...
SOCIAL NETWORK BP:            BE PRESENT• Where your stakeholders want  you – Facebook Page/Public Profile – 2013 Groups –...
BEST PRACTICES• Observe and adapt• Provide Relevant Content• Be Responsive• Stay Dynamic (Repurpose)• Use Commercial Chann...
RICH MEDIA• Photos  – Flickr  – Photobucket  – Facebook• Video  – YouTube  – uStream  – Longtail/Brightcove
   Ivey’s Flickr    profile
   Post here and    push to Twitter    & Facebook, or   Post to    Facebook and    push nowhere
   uVic’s Flickr    Group   NEW: Flickr    Galleries    (Show photos    of others)
• Stanford’s  Branded .EDU  YouTube channel• Worth the effort
   UWO’s Web    2.0 directory   Fantastic
Mobile
Better PhonesFaster NetworksRicher Content
Mobile (7 slides)                          Opt-in Only    • Opportunities & Current Statistics                         Dir...
MOBILE FRIENDLY HOMEPAGE
SEPARATE MOBILE SITE
1. iPad2. iPhone3. Blackberry   4. iPod 5. Android
LISTEN• Google Alerts    –   Web    –   Blog    –   News    –   Site Specific•   SocialOomph•   CoTweet•   Notifications (...
PLAY WITH SOCIAL MEDIA•   Build a Facebook profile•   Watch most-watched YouTube videos•   Share pics with Flickr or Photo...
RECOMMENDATIONS• Facebook Page• Twitter Account• Sharing widgets• Adapt for Mobile• Do nothing just because it‟s always  b...
THANK YOUmelissa@lunchbreakmedia.comwww.twitter.com/mmbcwww.linkedin.com/in/melissacheaterwww.facebook.com/melissacheaterw...
PSEWEB: Pre-Conference Web & Social Media 101/Crash Course
PSEWEB: Pre-Conference Web & Social Media 101/Crash Course
PSEWEB: Pre-Conference Web & Social Media 101/Crash Course
PSEWEB: Pre-Conference Web & Social Media 101/Crash Course
PSEWEB: Pre-Conference Web & Social Media 101/Crash Course
PSEWEB: Pre-Conference Web & Social Media 101/Crash Course
PSEWEB: Pre-Conference Web & Social Media 101/Crash Course
PSEWEB: Pre-Conference Web & Social Media 101/Crash Course
PSEWEB: Pre-Conference Web & Social Media 101/Crash Course
PSEWEB: Pre-Conference Web & Social Media 101/Crash Course
PSEWEB: Pre-Conference Web & Social Media 101/Crash Course
PSEWEB: Pre-Conference Web & Social Media 101/Crash Course
PSEWEB: Pre-Conference Web & Social Media 101/Crash Course
PSEWEB: Pre-Conference Web & Social Media 101/Crash Course
PSEWEB: Pre-Conference Web & Social Media 101/Crash Course
PSEWEB: Pre-Conference Web & Social Media 101/Crash Course
PSEWEB: Pre-Conference Web & Social Media 101/Crash Course
PSEWEB: Pre-Conference Web & Social Media 101/Crash Course
PSEWEB: Pre-Conference Web & Social Media 101/Crash Course
PSEWEB: Pre-Conference Web & Social Media 101/Crash Course
PSEWEB: Pre-Conference Web & Social Media 101/Crash Course
PSEWEB: Pre-Conference Web & Social Media 101/Crash Course
PSEWEB: Pre-Conference Web & Social Media 101/Crash Course
PSEWEB: Pre-Conference Web & Social Media 101/Crash Course
PSEWEB: Pre-Conference Web & Social Media 101/Crash Course
PSEWEB: Pre-Conference Web & Social Media 101/Crash Course
PSEWEB: Pre-Conference Web & Social Media 101/Crash Course
PSEWEB: Pre-Conference Web & Social Media 101/Crash Course
PSEWEB: Pre-Conference Web & Social Media 101/Crash Course
PSEWEB: Pre-Conference Web & Social Media 101/Crash Course
PSEWEB: Pre-Conference Web & Social Media 101/Crash Course
PSEWEB: Pre-Conference Web & Social Media 101/Crash Course
PSEWEB: Pre-Conference Web & Social Media 101/Crash Course
PSEWEB: Pre-Conference Web & Social Media 101/Crash Course
Upcoming SlideShare
Loading in...5
×

PSEWEB: Pre-Conference Web & Social Media 101/Crash Course

1,167

Published on

Published in: Education, Technology, Business
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total Views
1,167
On Slideshare
0
From Embeds
0
Number of Embeds
0
Actions
Shares
0
Downloads
3
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide
  • <div xmlns:cc="http://creativecommons.org/ns#" about="http://www.flickr.com/photos/oldonliner/182839989/"><a rel="cc:attributionURL" href="http://www.flickr.com/photos/oldonliner/">http://www.flickr.com/photos/oldonliner/</a> / <a rel="license" href="http://creativecommons.org/licenses/by-nc-nd/2.0/">CC BY-NC-ND 2.0</a></div>
  • <div xmlns:cc="http://creativecommons.org/ns#" about="http://www.flickr.com/photos/zizzy/128710299/"><a rel="cc:attributionURL" href="http://www.flickr.com/photos/zizzy/">http://www.flickr.com/photos/zizzy/</a> / <a rel="license" href="http://creativecommons.org/licenses/by-nc/2.0/">CC BY-NC 2.0</a></div>
  • Look: Take the time to evaluate new technologies – even if they immediately seem easy to disregard.Listen: Watch how the technology is being used – look for the opportunity and evaluate it. Based on observation, it may be appropriate for you to join/speak.Join: If observation and community ettiquette indicate that it is appropriate to do so, you can join the community.Speak: Similar to join, if appropriate, you can contribute to the community. <div xmlns:cc="http://creativecommons.org/ns#" about="http://www.flickr.com/photos/zizzy/128710299/"><a rel="cc:attributionURL" href="http://www.flickr.com/photos/zizzy/">http://www.flickr.com/photos/zizzy/</a> / <a rel="license" href="http://creativecommons.org/licenses/by-nc/2.0/">CC BY-NC 2.0</a></div>
  • The next section will go through the major uses of social media technologies: Create, Connect, Collaborate, Comment/Critique,Organize, Accelerate Consumption.<div xmlns:cc="http://creativecommons.org/ns#" about="http://www.flickr.com/photos/zizzy/128710299/"><a rel="cc:attributionURL" href="http://www.flickr.com/photos/zizzy/">http://www.flickr.com/photos/zizzy/</a> / <a rel="license" href="http://creativecommons.org/licenses/by-nc/2.0/">CC BY-NC 2.0</a></div>
  • <div xmlns:cc="http://creativecommons.org/ns#" about="http://www.flickr.com/photos/wonderfullycomplex/3352954780/"><a rel="cc:attributionURL" href="http://www.flickr.com/photos/wonderfullycomplex/">http://www.flickr.com/photos/wonderfullycomplex/</a> / <a rel="license" href="http://creativecommons.org/licenses/by-nc/2.0/">CC BY-NC 2.0</a></div>
  • <div xmlns:cc="http://creativecommons.org/ns#" about="http://www.flickr.com/photos/erica_marshall/2885783824/"><a rel="cc:attributionURL" href="http://www.flickr.com/photos/erica_marshall/">http://www.flickr.com/photos/erica_marshall/</a> / <a rel="license" href="http://creativecommons.org/licenses/by-nc-sa/2.0/">CC BY-NC-SA 2.0</a></div>25% of online Americans visit a social network at least monthly 22% of teenagers check dailyVictoria's Secret has more than 250,000 Facebook friends
  • <div xmlns:cc="http://creativecommons.org/ns#" about="http://www.flickr.com/photos/markop/2523825358/"><a rel="cc:attributionURL" href="http://www.flickr.com/photos/markop/">http://www.flickr.com/photos/markop/</a> / <a rel="license" href="http://creativecommons.org/licenses/by-nc-nd/2.0/">CC BY-NC-ND 2.0</a></div>22% use a wiki at least monthly (p.25)
  • <div xmlns:cc="http://creativecommons.org/ns#" about="http://www.flickr.com/photos/altemark/337248947/"><a rel="cc:attributionURL" href="http://www.flickr.com/photos/altemark/">http://www.flickr.com/photos/altemark/</a> / <a rel="license" href="http://creativecommons.org/licenses/by/2.0/">CC BY 2.0</a></div>20% read reviews (Groundswell p.27)
  • <div xmlns:cc="http://creativecommons.org/ns#" about="http://www.flickr.com/photos/counteract/3208201211/"><a rel="cc:attributionURL" href="http://www.flickr.com/photos/counteract/">http://www.flickr.com/photos/counteract/</a> / <a rel="license" href="http://creativecommons.org/licenses/by-nc-nd/2.0/">CC BY-NC-ND 2.0</a></div>7% of online Americans use tags (p.29)
  • <div xmlns:cc="http://creativecommons.org/ns#" about="http://www.flickr.com/photos/pss/259619723/"><a rel="cc:attributionURL" href="http://www.flickr.com/photos/pss/">http://www.flickr.com/photos/pss/</a> / <a rel="license" href="http://creativecommons.org/licenses/by/2.0/">CC BY 2.0</a></div>
  • <div xmlns:cc="http://creativecommons.org/ns#" about="http://www.flickr.com/photos/erica_marshall/2885783824/"><a rel="cc:attributionURL" href="http://www.flickr.com/photos/erica_marshall/">http://www.flickr.com/photos/erica_marshall/</a> / <a rel="license" href="http://creativecommons.org/licenses/by-nc-sa/2.0/">CC BY-NC-SA 2.0</a></div>
  • <div xmlns:cc="http://creativecommons.org/ns#" about="http://www.flickr.com/photos/anniemole/85515856/"><a rel="cc:attributionURL" href="http://www.flickr.com/photos/anniemole/">http://www.flickr.com/photos/anniemole/</a> / <a rel="license" href="http://creativecommons.org/licenses/by/2.0/">CC BY 2.0</a></div>
  • <div xmlns:cc="http://creativecommons.org/ns#" about="http://www.flickr.com/photos/anniemole/85515856/"><a rel="cc:attributionURL" href="http://www.flickr.com/photos/anniemole/">http://www.flickr.com/photos/anniemole/</a> / <a rel="license" href="http://creativecommons.org/licenses/by/2.0/">CC BY 2.0</a></div>
  • http://www.engadget.com/2006/06/22/dude-your-dell-is-on-fire/
  • http://en.community.dell.com/blogs/direct2dell/archive/2006/07/13/431.aspx
  • <div xmlns:cc="http://creativecommons.org/ns#" about="http://www.flickr.com/photos/anniemole/85515856/"><a rel="cc:attributionURL" href="http://www.flickr.com/photos/anniemole/">http://www.flickr.com/photos/anniemole/</a> / <a rel="license" href="http://creativecommons.org/licenses/by/2.0/">CC BY 2.0</a></div>
  • <div xmlns:cc="http://creativecommons.org/ns#" about="http://www.flickr.com/photos/anniemole/85515856/"><a rel="cc:attributionURL" href="http://www.flickr.com/photos/anniemole/">http://www.flickr.com/photos/anniemole/</a> / <a rel="license" href="http://creativecommons.org/licenses/by/2.0/">CC BY 2.0</a></div>
  • <div xmlns:cc="http://creativecommons.org/ns#" about="http://www.flickr.com/photos/anniemole/85515856/"><a rel="cc:attributionURL" href="http://www.flickr.com/photos/anniemole/">http://www.flickr.com/photos/anniemole/</a> / <a rel="license" href="http://creativecommons.org/licenses/by/2.0/">CC BY 2.0</a></div>
  • We are one of the most wired countries in the world, with 84.3% of our population online. (Wikipedia) (March 2010)16.8M Canadians on Facebook (33.7M total population) – 49.85% of CDN population (Feb 14, 2011)Up from 13.4M (33.3M – 40.2%) // At the same time, US was 36.2%; 38.2% in UK; (March 2010)http://www.google.com/publicdata?ds=wb-wdi&met=sp_pop_totl&idim=country:CAN&dl=en&hl=en&q=canada%27s+populationhttp://www.shinyshiny.tv/2010/03/facebook_penetration.htmlFounded on firstname + last nameVery different from previous social networks that were based on display names, usernames, nick namesRooted in your real offline network – you must be who you really areFacebook PhoneFacebook PlacesMobile = International
  • Opportunities for people to share and endorse your brandAlso for them to voice any complaintsWe can’t stop this but we can bring it home, bring it where we can see it, and answer it.Facebook is a conversation – people expect responses – from each other and from brands.Answer within 24 hours – Facebook now supports notifications for pages!
  • <div xmlns:cc="http://creativecommons.org/ns#" about="http://www.flickr.com/photos/pshab/498122926/"><a rel="cc:attributionURL" href="http://www.flickr.com/photos/pshab/">http://www.flickr.com/photos/pshab/</a> / <a rel="license" href="http://creativecommons.org/licenses/by-nc/2.0/">CC BY-NC 2.0</a></div>
  • <div xmlns:cc="http://creativecommons.org/ns#" about="http://www.flickr.com/photos/pshab/498122926/"><a rel="cc:attributionURL" href="http://www.flickr.com/photos/pshab/">http://www.flickr.com/photos/pshab/</a> / <a rel="license" href="http://creativecommons.org/licenses/by-nc/2.0/">CC BY-NC 2.0</a></div>
  • Twitter.com is a micro-blog platform – similar to a mini social network or blog community. Community is a key word. Twitter users have a profile made of an avatar (or display picture), username, short biography, homepage link and their personal "timeline." Users can change the appearance of their profile by choosing from a gallery of background images and colour schemes, or by uploading their own background image.A timeline is a reverse-chronological listing of the user's "tweets" or "posts" to the service. Each post is a maximum of 140 characters. Posts were initially meant to answer the question "What are you doing?" but are now being used to publish, promote and discuss without limits. Many bloggers make a habit of announcing new blog posts they have written via the service. Many brands post major announcements or accomplishments. Individuals use the service to comment outloud about anything that crosses their mind, and to respond to the comments of others.Twitter users can both follow and be followed. The user's homepage is a reverse-chronological listing of all the posts made by Twitter users that they have chosen to follow. A user's "followers" see all of his or her posts on their own homepage. For example, if I have 22 followers and am following 18 users, 22 receive everything that I post and I receive all the posts of the 18 people I follow.
  • 1382% growth
  • 1382% growth
  • * Between the two sites, Facebook dominates with an average of 80% of the group using Facebook exclusively. * 25-44 is the sweet spot for Linkedin with the site attracting more than 20% of both groups. These two age groups were also the most likely to be active on both Linkedin and Facebook, with around 12% of both groups showing overlap. * 1+1=900%: While the dramatic growth of the segment of users visiting both sites (as well as the growth in Linkedin exclusive visitors) is partially due to site growth, the 900% growth in the percentage of users visiting both sites seems to indicate that these sites are more complimentary than competitive.With online services like Twitter and Friendfeed continuing to blur the line between casual and business, the ability to use a single site as both a personal and professional networking tool becomes more realistic. But whether the "Poke" will ever make it into a sales strategy is still anyone's guess.Facebook vs. Linkedin - Network, Socialize, Be Professional? (25 June 2009) http://blog.compete.com/2008/07/22/facebook-vs-linkedin-traffic-demographics/ http://snipurl.com/kvp10
  • <div xmlns:cc="http://creativecommons.org/ns#" about="http://www.flickr.com/photos/mic_n_2_sugars/564570276/"><a rel="cc:attributionURL" href="http://www.flickr.com/photos/mic_n_2_sugars/">http://www.flickr.com/photos/mic_n_2_sugars/</a> / <a rel="license" href="http://creativecommons.org/licenses/by-nc-nd/2.0/">CC BY-NC-ND 2.0</a></div>
  • <div xmlns:cc="http://creativecommons.org/ns#" about="http://www.flickr.com/photos/timcaynes/2343474728/"><a rel="cc:attributionURL" href="http://www.flickr.com/photos/timcaynes/">http://www.flickr.com/photos/timcaynes/</a> / <a rel="license" href="http://creativecommons.org/licenses/by-nc/2.0/">CC BY-NC 2.0</a></div>
  • Transcript of "PSEWEB: Pre-Conference Web & Social Media 101/Crash Course"

    1. 1. SOCIAL MEDIA & WEB 101 Pre-Conference Workshop PSEWEB 2011
    2. 2. 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.
    3. 3. AGENDA1. Web − Fundamentals, Technologies2. Search − Organic, Paid3. Social Media − Email, Blogs, Social Networks4. MultiMedia − Video, Images, YouTube, Flickr5. Mobile − Apps, Websites, Geo-Location
    4. 4. “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
    5. 5. WEBSITES− Just one of many platforms website website− Authoritative answers to website specific questions− Support & guidance The Internet
    6. 6. WEBSITES− Just one of many platforms youtube websites facebook− Authoritative flickr linkedin answers to specific questions twitter− Support & guidance The Internet
    7. 7. WEB PROCESS− Strategy − Design− Architecture − Development− Content − Testing− User Experience − Maintenance− Functionality − Approvals
    8. 8. STRATEGY• Business Objectives • Budget• Brand Positioning • Timeline• Audiences (& • Technologies Audience • Stakeholders Objectives) • Approvers• Goals (Metrics • Editors Planning)• Content, Media Assets
    9. 9. ARCHITECTURE
    10. 10. INFORMATION ARCHITECTURE 3.0?
    11. 11. ARCHITECTURE• Elements• Character Counts• Functional Notes• Navigation• Location
    12. 12. ARCHITECTURE• Elements• Character Counts• Functional Notes• Navigation• Location
    13. 13. CONTENT• Copy • Downloads• Images • Metadata• Video • Links• Animation
    14. 14. USER EXPERIENCE• Navigation• Accessibility• Performance• Testing – Interviews – Groups – Click tracking
    15. 15. AKA CONVERSIONS?• Navigation• Accessibility• Performance• Testing – Interviews – Groups – Click tracking
    16. 16. CONTENT VS DESIGNCSS, XHTML & Javascript
    17. 17. CONTENT VS DESIGNCSS, XHTML & Javascript
    18. 18. CONTENT VS DESIGNCSS, XHTML & Javascript
    19. 19. ORGANIC SEARCH
    20. 20. CONTENT VS DESIGNCSS, XHTML & Javascript
    21. 21. CONTENT VS DESIGNCSS, XHTML & Javascript
    22. 22. CONTENT VS DESIGNCSS, XHTML & Javascript
    23. 23. CONTENT VS DESIGNCSS, XHTML & Javascript
    24. 24. CONTENT VS DESIGNCSS, XHTML & Javascript
    25. 25. EDITING SOFTWAREFor CSS, XHTML & Javascript• Microsoft Frontpage (Sharepoint Designer)• Adobe Dreamweaver• Notepad++
    26. 26. CONTENT MANAGEMENT SYSTEMSDesign, Content & Structure are separated. Consistent look & feel. User types, permissions & workflow. Often database driven.
    27. 27. CONTENT MANAGEMENT SYSTEMSCustom/Internal .NET Proprietary PHP Open Source Java XSLT
    28. 28. CONTENT MANAGEMENT SYSTEMSProprietary Open Source• Hannon Hill Cascade • Drupal Server • Joomla• TERMINALFOUR • Wordpress• OmniUpdate • Umbraco• SiteCore• Expression Engine• Ektron
    29. 29. CONTENT MANAGEMENT SYSTEMSProprietary Open Source• $250 to $100,000 • Free• Can be “blackbox” • Flexible• Customer Support • Community• Partners • Unregulated?• Accountable
    30. 30. LANGUAGES• PHP • Java• .NET • Javascript• HTML/XHTML (jQuery)• XML • Flash
    31. 31. WEB PROCESS− Strategy − Design− Architecture www.edustyle.net− Content − Development− User Experience − Testing− Functionality − Maintenance − Approvals
    32. 32. MEDIAHosting, Accessibility, Opportunities
    33. 33. ALT/TITLE ATTRIBUTES Required by Ontario Disabilities Act Communicate the imageCorrect spelling, punctuation, capitalization
    34. 34. PHOTO SOFTWARE REQUIRED Images must be sized to the actualdisplay size before they are uploaded to prevent distortion & to improve performance.
    35. 35. PHOTO SOFTWARE REQUIRED Adobe Photoshop www.pixlr.com/express
    36. 36. IMAGE STYLING
    37. 37. FLICKR• RSS > Webpages, Blogs, Microsites• Push to Twitter• Email photo submission
    38. 38. VIDEO HostingAccessibility
    39. 39. 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
    40. 40. SEARCHOrganic vs Sponsored Tricks & Tips
    41. 41. ORGANIC SEARCH
    42. 42. 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
    43. 43. PAID SEARCH
    44. 44. PAID SEARCH• Pay-per-click• Auction Environment• Unlimited copy/creative variations• Target by region, language, keyword• Social referral
    45. 45. TIPS & TRICKS
    46. 46. RSS: REALLY SIMPLE SYNDICATION One desk, five hundred sites, minimal migraines.
    47. 47. 1
    48. 48. 22
    49. 49. 3
    50. 50. 3 • Ivey in the News • Upcoming Events • Faculty/Research Blogs • Recruitment Blogs • Student Blogs • Ivey Business Journal • Alumni Newsletter • One-Off Announcements • Twitter Feeds • Flickr Feeds
    51. 51. MAKE YOUR OWN RSS• Delicious.com or Google Reader Account• Browser Bookmark (IE/Firefox)• Connect resulting RSS to website, facebook, twitter, etc.
    52. 52. TRACK YOUR RSS
    53. 53. ALLOW EMAIL SUBSCRIPTION
    54. 54. 15 MINUTES TO MOBILE
    55. 55. THE SOCIAL WEBThe Internet is by definition “social” and always has been.
    56. 56. THE SOCIAL WEB Online social networks are technology‟s response to a network-based society,providing tools for creating and maintaining connections.
    57. 57. 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
    58. 58. HOW DO WE USE IT?Photo by zizzy
    59. 59. LOOK, LISTEN, JOIN, SPEAKPhoto by zizzy
    60. 60. HOW DO THEY USE IT?Photo by zizzy
    61. 61. Create: Blog Posts Videos Animation Photography NewsPhoto by wonderfullycomplex
    62. 62. CONNECT Connect: Friends Family Classmates Employers PeersPhoto by erica_marshall
    63. 63. COLLABORATE Collaborate: Research Schoolwork Planning Knowledge GroundswellPhoto by markop
    64. 64. REACT Comment/Critique: Restaurants Politics Celebrities Movies Each OtherPhoto by altemark
    65. 65. ORGANIZE Organize: Bookmarks Events Tasks Projects Each OtherPhoto by counteract
    66. 66. CONSUMPTION Accelerate Consumption: News Music Conversation VideoPhoto by pss
    67. 67. CONNECT Now we will discuss: -Blogs -Social Networks -Rich Media -MobilePhoto by erica_marshall
    68. 68. BLOGS– Syndicated Content– Presented in Reverse Chronological– Powered by RSS– Comments
    69. 69. WITHOUT COMMENTS, YOU DO NOT HAVE A BLOG.
    70. 70. 2 guys who like video games, sarcasm and drawing
    71. 71. FunInteractive Engaging Usable
    72. 72. Today Penny Arcade runs a massiveannual game expo and sponsors a charitythat has donated (as of this writing) $4.9 million worth of electronics and video games to childrens hospitals
    73. 73.  Bring the crisis home Shape the message
    74. 74. • Fun• Interactive• Engaging
    75. 75. • Strong Creative• Consistent Architecture & Template
    76. 76.  Redesigned to WordpressMU Strong Creative Consistent Architecture & Template
    77. 77. BLOGGING BEST PRACTICES:– Enthusiastic Content Providers– Engaged Readers– Syndicate Your Content– Comment Policy– Invest in Design
    78. 78. BLOG OPPORTUNITIES– Engage– Inform– Brand– Soapbox
    79. 79. SOCIAL NETWORKS– Online Community– Individual Profiles– Autobiographical– Interaction
    80. 80. ELEMENTS OF A SOCIAL NETWORK PROFILE
    81. 81. Communication NameDisplay Picture ELEMENTS OF A SOCIAL NETWORK PROFILE Share Content Personal Information Connections Interaction
    82. 82. Social networking use amonginternet users ages 50 and older nearly doubled—from 22% in April 2009 to 42% in May 2010.
    83. 83. FACEBOOK
    84. 84. infographic by digitalbuzzblog.com
    85. 85. SO WHAT IS FACEBOOK?• Founded in higher education• Very Canadian• Based on the real-world• Mobile• Affordable and targeted
    86. 86. FACEBOOK IS SOCIAL
    87. 87. melissacheater.com © 2009
    88. 88. GLOSSARY• Profile • Fan• Friend • Poke• Wall • Newsfeed• Status • Groups/Pages• Applications• Like
    89. 89. FACEBOOK GROUPSBring people together within the larger network.
    90. 90.  Strong Creative Regular, relevant communication from admissions
    91. 91. FACEBOOK PAGESYour Facebook page is your homepage on Facebook.
    92. 92. melissacheater.com © 2009
    93. 93. melissacheater.com © 2009
    94. 94. melissacheater.com © 2009
    95. 95. melissacheater.com © 2009
    96. 96. melissacheater.com © 2009
    97. 97. FOR FANS ONLY CONTENT
    98. 98. FACEBOOK PAGE REDESIGN 2011
    99. 99. 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
    100. 100. FACEBOOK BEST PRACTICES- Invest in creative- Consider a work in progress- Respond within 24 hours- Link to syndicated content- Set & Publish Content Guidelines
    101. 101. 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
    102. 102. uOttawa: Seek to Know App
    103. 103.  uOttawa brand on my profile uOttawa in my newsfeed (seen by all connections
    104. 104. TWITTER
    105. 105. microblog 140 charactersmany to many public conversations web, desktop & mobile
    106. 106. CHARACTERISTICS OF TWITTER- Anything you would tell anyone- Real-time or schedule- Manual or automatic- Person or brand- Information or insight- Real or Fake
    107. 107. Watch this video about twitter: http://go.ivey.ca/twittervideo
    108. 108. publiccasualresponsivereal time
    109. 109. GLOSSARY• Retweet (RT)• Mention (@)• Hashtag (#)• Trend (#)
    110. 110. HOW I USE TWITTERprofessional/support/social network @nikkimk @karlynm @epublishmedia@robin2go @mmbc @billyadamsphoto by opacity on flickr
    111. 111. the privacy myth
    112. 112. PLACEHOLDER ACCOUNTS• Create the account• Set as Private Account –Find under Settings once you are logged in• Allow no followers• Only post direct messages *
    113. 113. TIPS FOR TWITTER SUCCESS• Be conversational• Follow people back• Be a person – With a face and a name• Be retweetable• Leverage lists as CRM
    114. 114. CHARACTER COUNTER• http://bit.ly/140counter –Use to keep your tweets under 140 characters
    115. 115. SHORTEN URL‟S• http://bit.ly/ –Use to create short, trackable versions of URL’s
    116. 116. 1 – 2 "best in class" college/higher education examples Icon-Friendly Usable Short URL bit.ly Frequent RichCustom Background Retweet
    117. 117. FriendFeed / Ping.FM Event Tag #followfriday Responsive
    118. 118. OPPORTUNITIES• Mobile• Free SMS broadcast system• Link offline events to web• Real-Time• Appropriate Engagement• Monitoring
    119. 119. 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
    120. 120. SOCIAL NETWORK BP: BE PRESENT• Where your stakeholders want you – Facebook Page/Public Profile – 2013 Groups – Twitter Account
    121. 121. BEST PRACTICES• Observe and adapt• Provide Relevant Content• Be Responsive• Stay Dynamic (Repurpose)• Use Commercial Channels when available• Integrate with www homepage
    122. 122. RICH MEDIA• Photos – Flickr – Photobucket – Facebook• Video – YouTube – uStream – Longtail/Brightcove
    123. 123.  Ivey’s Flickr profile
    124. 124.  Post here and push to Twitter & Facebook, or Post to Facebook and push nowhere
    125. 125.  uVic’s Flickr Group NEW: Flickr Galleries (Show photos of others)
    126. 126. • Stanford’s Branded .EDU YouTube channel• Worth the effort
    127. 127.  UWO’s Web 2.0 directory Fantastic
    128. 128. Mobile
    129. 129. Better PhonesFaster NetworksRicher Content
    130. 130. Mobile (7 slides) Opt-in Only • Opportunities & Current Statistics Direct Immediate One on One or Many to Many Always accessible Easy (for them)Photo by zizzy
    131. 131. MOBILE FRIENDLY HOMEPAGE
    132. 132. SEPARATE MOBILE SITE
    133. 133. 1. iPad2. iPhone3. Blackberry 4. iPod 5. Android
    134. 134. LISTEN• Google Alerts – Web – Blog – News – Site Specific• SocialOomph• CoTweet• Notifications (Email, RSS, SMS)• Daily Checks
    135. 135. PLAY WITH SOCIAL MEDIA• Build a Facebook profile• Watch most-watched YouTube videos• Share pics with Flickr or PhotoBucket• Tag with Del.icio.us• Find some blogs that interest you (why?)
    136. 136. RECOMMENDATIONS• Facebook Page• Twitter Account• Sharing widgets• Adapt for Mobile• Do nothing just because it‟s always been done• Communicate across all relevant channels• Watch …
    137. 137. THANK YOUmelissa@lunchbreakmedia.comwww.twitter.com/mmbcwww.linkedin.com/in/melissacheaterwww.facebook.com/melissacheaterwww.melissacheater.com
    1. A particular slide catching your eye?

      Clipping is a handy way to collect important slides you want to go back to later.

    ×