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Making Connections Through Online Networks & Tools

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Presentation for Fourth Friday Divas in Houston, a networking organization.

Presentation for Fourth Friday Divas in Houston, a networking organization.

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  • 1. Making Connections Through Online Networks & Tools Sandra Fernandez Manager of Public Relations Houston Public Library
  • 2. Today’s presentation
    • Branding
    • Social Media
      • Types, preferences
      • Tools
    • Things I’ve learned
      • Tips
      • Challenges
    Making Connections
  • 3. Personal Branding
    • Defined:
      • the public expression and projection of an individual's identity, personality, values, skills, and abilities.
      • The creation of a personal brand can be used as a tool for personal development.
      • It also aims to influence the perceptions of others, emphasizing personal strengths and differentiating the individual from others.
      • A personal brand should be based on an individual's real identity -- who they are and what they stand for, rather than an external image they wish to project.
      • http://dictionary.bnet.com/definition/personal+brand.html
    Making Connections
  • 4. Why Social Media?
    • Word of mouth communication is the oldest and most powerful form of communication
    • We trust what our friends tell us
    • We trust what our friend’s friends tell us
    • We trust anything enough people tell us
        • From Lach Mullen, Fort Bend County Office of Emergency Management
    Making Connections
  • 5. Social media is a conversation between humans Making Connections
  • 6. New ways to connect & get our news Making Connections
  • 7. Before social media capability Making Connections
  • 8. With social media
    • More centers of influence
    • Open to all
    • Crosses all boundaries
    Making Connections
  • 9. How people are networking
    • slide courtesy of Nicholas Skytland, OpenNASA (http://www.opennasa.com)
    Making Connections
  • 10. 4 Ps of Social Media
    • Prepare
    • Pick your starting point
    • Pay attention
    • Participate
    Making Connections
  • 11. Prepare
    • Goals & strategy
      • What is success? What are your social media goals?
        • Examples:
          • Engagement
          • Promotion
      • Make it part of your overall communications plan:
        • Integrate social media into your editorial calendar for consistent publishing
        • Make sure your updates are in line with the priorities and messages of your organization
    Making Connections
  • 12. Prepare
    • Resources
      • Money
        • most things are free, but not everything
        • do you have a budget for accounts, equipment, access?
      • People
        • Who is going to monitor/participate social media?
        • Will this need to be added to their job descriptions? employee evaluations?
    Making Connections
  • 13. Prepare
    • Resources, cont.
      • Equipment
        • Are you behind a firewall? Can you access the networks needed?
        • Do you have a digital camera? video camera? web enabled mobile phone? computer that will allow you to install tools such as TweetDeck?
        • Do you have mobile internet access?
    Making Connections
  • 14. Prepare
    • Policies & procedures
      • Time issues
        • How quickly can you respond?
        • How much time will this take?
      • Do you need official policy?
      • Who is empowered to respond?
      • Which departments/staff need to be brought into the project?
        • IT
        • PR
        • Customer Service
    Making Connections
  • 15. Prepare
    • Target
      • Who are you trying to reach?
        • Customers
        • Potential customers
        • Media
        • Industry
      • Know your target
        • Networks
        • Language
        • Direct communication
    Making Connections
  • 16. Prepare
    • Other items
      • Make sure you have master file of access logins, with others aware of its existence and location
    Making Connections
  • 17. Pick your starting point
    • Choose your social media networks
      • Pick one based on your targets
        • Social Networks – Facebook, MySpace
          • Meeting, finding, connecting
        • Multimedia – YouTube, Slideshare
          • Sharing, learning
        • Bookmarking – Delicious
          • Link sharing, “the cloud”
        • News – Digg
          • News sharing, opinion sharing
    Making Connections
  • 18. Pick your starting point
      • Pick one based on your targets, cont.
        • Reviews – Yelp
          • Sharing reviews of companies, services
        • Blogs – Blogger, Wordpress
          • Opinion sharing, news sources
        • Microblogs – Twitter, Yammer
          • Sharing short updates
        • Wikis – Wikipedia
          • Collaboration
    Making Connections
  • 19. Pick your starting point
      • Open personal account
        • Get comfortable
        • Start!
      • Create plan for your organization
        • Open organizational account.
        • Start!
      • If your resources are available, pick another and start there.
    Making Connections
  • 20. Pick your starting point
    • Build your network
      • Friends
      • Colleagues
      • Directories:
        • Twellow
        • Industry listings
    Making Connections
  • 21. Pick your starting point
    • Start Today!
    Making Connections
  • 22. Pay attention
    • Listen to what’s being said about your organization, your industry (RSS feeds)
      • Twitter Search
      • Google Search (blogs & news)
      • Technorati
    Making Connections
  • 23. Pay attention
    • Who are others following, talking about
      • Friend your friend’s friends
    • What is being said about your topic
      • Watch the trends
    Making Connections
  • 24. Participate
    • Respond to questions, clarify, add more info
    • Contribute to the conversation
      • Press releases aren’t enough
    Making Connections
  • 25. Social Media for Business
    • Blogs
    • YouTube
    • Facebook
    • Twitter
    • LinkedIn
  • 26. Blogs
    • Things to know about blogs:
      • Easy to maintain
      • Search engines love them
      • Easy to subscribe
      • Cheap or free
      • Encourages reader interaction
      • Great tool to create branding
    Making Connections
  • 27. Blogs
    • Katie Laird
      • www.happykatie.com
    Making Connections RSS Feed
  • 28. Blogs
    • Places to get a blog, free or cheap
      • Blogger.com
      • Wordpress.com
    • RSS Feeds & Readers
      • www.google.com/reader
      • www.bloglines.com
    Making Connections
  • 29. Blogs
    • Comments
    Making Connections
  • 30. Playing with video on YouTube
    • YouTube Search is the second most popular search tool on the Internet
    • www.youtube.com
    Making Connections
  • 31. Facebook: not just for college kids
    • Facebook: 4th most highly visited Website
    • 200+ million active users
    • More than 6 million users become fans of pages every day
    • More than 30 million active usergroups
    • More than 2.5 million events created each month
    • The fastest growing demographic: ages 35 and older
    Making Connections
  • 32. Facebook useful in many forms
    • Build community
      • Friends, groups & networks
      • Create profiles
      • Show what’s important to YOU
    • Communicate
      • Share content, links, ideas
      • Recommend groups (or people)
    Making Connections
  • 33. Facebook
    • Personal Pages vs. Fan Pages vs. Groups
      • Personal pages have a limit of 5,000 friends, tie-in to Twitter & other tools, pull in blog entries
      • Groups allow discussion boards and multiple admins, but not events
      • Fan pages allow unlimited followers, multiple admins, and many events (which can be sent to followers)
    • Privacy settings
      • You can decide who sees what in personal pages, based on lists
    • Lists
      • You can divide your friends into different lists
    • Advertising
      • Cost-effective & specific
    • Username
      • www.facebook.com/sandrasays
    Making Connections
  • 34. Twitter includes others in the dialogue
    • www.twitter.com
    Making Connections
  • 35. LinkedIn
    • www.linkedin.com
    Making Connections
  • 36. Tools to consider
    • Twitter
      • HootSuite.com
        • Gives analytics on links
        • Allows post-dated Tweets
    • Facebook & Twitter
      • Seesmic.com
        • web & desktop
      • TweetDeck.com
        • desktop
      • Flock.com
        • Desktop
        • Social media & email & blogs
  • 37. Tips
    • Follow a schedule
      • Create an editorial calendar
      • Go online at regular times/days
    • Be consistent
      • Don’t disappear
      • Use similar tone, vocabulary, message
      • Treat everyone the same
    • Multi-task
      • Cross-post
      • Automate
  • 38. Things I’ve learned
    • The tool isn’t what’s important, what’s important is how you use it.
    • Be aware of what you’re trying to do. It’s important to have a goal when approaching these tools.
    • Be aware of your limitations. Social media can be time intensive, and most of us have limited resources, so don’t try to do everything at once.
    Making Connections
  • 39. Things I’ve learned
    • If you begin engaging your audiences, then be prepared to start receiving complaints, suggestions and questions via those new channels, whether that’s your intent or not.
    Making Connections
  • 40. Things I’ve learned
    • LEARN FROM WHAT YOU’VE DONE, & ADJUST.
    Making Connections
  • 41. Q&A
    • Questions?
    Making Connections
  • 42. Where to find me
    • [email_address]
    • www.SandraSays.com
    • www.twitter.com/sandrasays
    • www.facebook.com/sandrasays
    • (713) 568-5604
    Making Connections

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