2011 Social Media Camp June 2 – 3, 2011 www.socialmediacamp.ca #SMCV11
The second annual Social Media Camp took place June 2 and 3 at the Victoria Conference Centre. The organizers are reporting 650 people in attendance, "making it the largest social media event in Western Canada!”Key points from select events are featured here. Visit http://socialmediacamp.ca/schedule/ for a full program schedule.
In brief A method to the madness, with Jay Baer Faster, smarter and more social, with Amber Naslund Teaching with social media, with Janni Aragon and Raul Pacheco-Vega Social monitoring, with Amber Naslund, Chis Morrison, Terry Rachwalski Media meets social media, with Theresa Lalonde, Denise Helm, Pol Plastino Reputation management & digital identity, with Raul Pacheco-Vega YouTube 101, with Rebecca Coleman
A method to the madnessPresenter: Jay Baerhttp://convinceandconvert.com/ “Marketing communications today is ping pong. It’s back and forth. Social media made this happen, and the world will never be the same.” “But we have to stop marketing ‘at’ people and start marketing ‘with’ people.” “And beware of the internet avalanche.” You’ve got to do more “than just push coupons.” “And it’s not easy. You have to do brand anthropology.” He advocates picking only three solid metrics. Then focus. One company Forrester.com has used social technographics to break tweepsinto tiers:
His example: The Heinz branding web grab of “Talk to the plant” in Sweden. Went wild. Squirt! And it is NOT ABOUT KETCHUP…it’s about where ketchup comes from... Talktotheplant blog: http://talktotheplant.blogspot.com/ Talktotheplant post: http://thefutureofads.com/heinz-experiments-with-talk-to-the-plants
Faster, smarter and more socialPresenter: Amber Naslundwww.radian6.com Culture will permeate your social media. “Because social media is a window into the mindset of your employees...the culture of your company.” One company actually asks people in an interview, are you ‘Star Wars’ or ‘Star Trek’?“They want everyone to operate with the [same] one head and one heart...you can feel their personality come through in everything they do.” You should have guidelines. “But then you cannot call a committee meeting to respond to every tweet. You have to trust.” “Social media will be everyone’s job.” Someone got a ‘like’ on Facebook? “It’s a fleeting matter. It’s not a blood oath or tattoo. It’s more an endorsement” than whether someone will buy the product. Metrics? “Think three.” Don’t go overboard on measurement, and it’s not an exact science. “It’s one of those things we get so rigid about. It doesn’t have to be.” But it’s always important to benchmark before you start. “We have to stop looking at top-level granular metrics as if they prove something.”
Teaching with social mediaPresenters: Janni Aragon, Raul Pacheco-Vega http://janniaragon.wordpress.com/http://hummingbird604.com Right now, a lot of students don’t use Twitter or don’t even know about it. This is important to note. For example, in a UVic upper level political science course Gender and Politics, those who loved using Twitter were “gushing” about it. But there were some who were less tech savvy (maybe three students per class) and were not using it. All the research indicates that students—after 20 minutes in a lecture—start thinking of other things. “You can use social media to break that up.” Q. How do you integrate multi-tasking by students in class? A. By keeping track of what’s on their screens. Raul: I speak fast and walk around the classroom. Janni: I walk around a lot because I get very excited about what I’m teaching. One audience member suggested putting a Twitter feed up on the main screen in the class. It can draw comments and deal with distractibility in a productive way.
Social monitoringPresenters: Chris Morrison, Amber Naslund, Terry Rachwalskihttp://www.mediamiser.com/www.radian6.comhttp://www.worldofconsulting.com/ “Monitoring” is passively listening. “Listening” is actively engaging. Amber: “Listening is all about gathering enough social media information to make business decisions based on that.”
Media meets social mediaPresenters: Theresa Lalonde (CBC), Denise Helm (Times Colonist), Pol Plastino (TheZoneFM)www.cbc.ca/bc/news/yourstory/bloghttp://www.timescolonist.com/www.thezone.fm/pol Theresa: You’re not going to make someone a connector if they are a learner…” “No two reporters will use the phone the same way” and it’s the same with social media. She grew up in a small community and “when I got into the world [of Twitter], it felt like home to me...you communicate in that community just like you would to Bob at the BBQ.” In other words, you would never turn your back on someone at the neighbourhood BBQ and nor should you on social media. “It’s even more important to be vigilant...checking facts is even more important…and just because it’s ‘trending’ does it have to be reported? I do eye rolls [on this].” People don’t always look at emails from work or even phone messages from the office, on their off-time and at home...” But they can’t seem to resist that little red ‘T’ [Twitter blinker].” So she uses Twitter to get in touch with contacts whereas in the ‘old’ days she even had to page someone on a ferry who was otherwise inaccessible. Her Facebook page is ‘hers’ while Twitter “is work. And [my tweets] are never outside journalistic standards. And they never will be.” CBC has standards posted here: http://www.cbc.radio-canada.ca/docs/policies/journalistic/xml/policies.asp Denise: TC has been on Twitter since ‘08. The NYT has 3.3 million followers. Right now, TC has 6,300. For papers, you rethink deadlines. “I used to hoard [info]” throughout the day then race like crazy to the finish.” “You’re kind of like Superman in reverse.” She’s recalling the little booths in Legislature where you could hide away to file a story, but everyone else knew right away that you had a scoop. A legislative TV reporter could scoop that scoop for broadcast before paper went to print. Now of course it’s all virtual and fast. “It’s really caused a dynamic change about how people view their industry.” Why did TC move to paid web edition? “I think it was a really brave move.” She added that she values what the reporters write, and it does have value. “I think the success of this [will depend on] authoritative, credible, innovative journalism you can’t get other places...there has to be a value that people want to pay for.” “The big challenge is, how do you verify that tweet?” And it gets particularly tricky if the social media is the only source during emergencies or lock downs, and it can go incredibly wrong. “The credibility of journalism is what we have” against the competition.
Presenters: Theresa Lalonde (CBC), Denise Helm (Times Colonist), Pol Plastino (TheZoneFM)www.cbc.ca/bc/news/yourstory/bloghttp://www.timescolonist.com/www.thezone.fm/pol Denise on future of print: Perhaps a glossy weekend-only print edition with most stories breaking or staying on the web? When she was in Asia recently she saw a newspaper hardcopy with a video embedded on a page and the piece was thin like the page but a full video. “All companies have to have a robust social media strategy now.” Moderator Keith Wells (SendtoNews): He uses the term “legacy media” as places where traditionally trusted reporters do their stuff. “Legacy media” is a better term than “traditional.” Legacy media is still trusted. Pol: “If I’m not going to say it on air, I won’t tweet it.”
Reputation management & digital identityPresenter: Raul Pacheco-Vegahttp://hummingbird604.com “Be authentic.” It can be personable. It can be snarky. It can be passionate. It can be hilarious. Some practical tips: no sex, religion or politics unless you’re prepared to deal with the consequences, unless it’s your personal account with no reference to working life... Facebook can end your job. You really need to control your privacy settings. If you can’t control the privacy settings, you need to control what you put out. Privacy has two main elements: (1) control (2) content “As a ‘brand,’ I can control the content I put out as a brand.” Self-monitoring: he has set up Google alerts for his name, website, “Hummingbird604 sucks”... He does the same with Twitter searches. (“Brand monitoring.”) “You have no right to interfere with someone else’s privacy.” “If you are the company’s voice, find your voice within.” Raul finished dedicating his presentation “in loving memory of an amazing blogger, friend and community builder” Derek K. Miller www.penmachine.com
YouTube 101Presenter: Rebecca Colemanhttp://www.rebeccacoleman.ca/ If you sat down and watched YouTube for 100 years without stopping… …you still wouldn’t be done what has been posted to date. It’s “mind-boggling” what’s on there right now, and that’s just now, this moment inJune3, 2011, with more already on its way. “Passion is very contagious.”What really plays to people’s emotions is what ends up going viral. And this includes inspirational videos. Video is “easy to consume” as an audience. “Yes, sad but true.” The most powerful thing about video? “Its ability to show your personality and energy.” “People are pretty forgiving about video, if it doesn’t look professional.” But ALWAYS use a tripod. “Shaky video, not good.” In social media, “you have to leave breadcrumbs behind…” So when you create a YouTube video, make sure you insert a slide that has the URL that you want to point back to. “Make sure you leave the trail of breadcrumbs. Let’s have a way to capture them.”
www.storify.com/unimavens SMC2011 on Twitter http://twitter.com/#!/yyjSocialMedia SMC2011 on Facebook http://www.facebook.com/SocialMediaCamp SMC2011 on YouTube http://www.youtube.com/socialMediaCamp SMC2011 on Slidesharehttp://www.slideshare.net/SocialMediaCamp email@example.com June 2011