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/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)
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!
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.
* 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
Transcript of "PSEWEB: Pre-Conference Web & Social Media 101/Crash Course"
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