Published on

Published in: Technology, Business
  • Be the first to comment

  • Be the first to like this


  1. 1. Social Media ALPSP: Web 2.0: Online communities and social media Thursday 14 th July 2011 Will Russell © ALPSP
  2. 2. Video – Social Media Revolution http://www.youtube.com/watch?v=3SuNx0UrnEo&feature=player_embedded
  3. 3. The Schedule Changes Social Web Considerations Summary Aim: A summary of the social web and why you need to be in it.
  4. 4. Changes 2007 - Present <ul><li>Technology </li></ul><ul><li>Volume of data </li></ul><ul><li>Social Web </li></ul><ul><li>Devices, Platforms, Data </li></ul><ul><li>(these three coming soon!) </li></ul><ul><li>And Google+ ! </li></ul>
  5. 5. Technology <ul><li>Technology has improved </li></ul><ul><li>Broadband became widely available </li></ul><ul><li>including flat rate mobile broadband </li></ul><ul><li>Prices decreased </li></ul><ul><li>Web content hosted for free / removed barrier to publish </li></ul><ul><li>Mobiles and other devices </li></ul><ul><li>Web 2.0 / Social Media / Social Networking platforms </li></ul>
  6. 6. New Challenges - Volume of Data http://www.emc.com/about/news/press/2009/20090518-01.htm http://www. worldwidewebsize .com/ (not exact – but an idea) Number of pages indexed http://www.worldwidewebsize.com/
  7. 7. 13 Billion pages on the Indexed Web
  8. 8. What does this mean? <ul><li>2008 - 3,892,179,868,480,350,000,000 information “bits” </li></ul><ul><li>http://www. emc .com/about/news/press/2009/20090518-01. htm </li></ul><ul><li>1 byte = 8 bits, 1 KB = 1024 bytes </li></ul><ul><li>486522483560043750000 bytes </li></ul><ul><li>475119612851605225 KB </li></ul><ul><li>If that was just articles - </li></ul><ul><li>Taking an articles that is 90670 bytes </li></ul><ul><li>5,365,859,529,723,654 articles </li></ul><ul><li>5 Quadrillion articles - but it’s not all articles </li></ul>
  9. 9. Multiple web presences Different platforms Different devices Content that finds readers Bringing people together around content Changes for Publishers
  10. 10. WEB 2.0
  11. 11. Social Web Social Networking Social Media Social Search Optimisation everyone gets very social!
  12. 12. Are we back here yet? Web Networking Media Search Optimisation
  13. 13. Constantly Evolving More Acceptance More Real time More Devices More Measurable More Combining Real World Integration And a changing playing field - MySpace
  14. 14. Social Media <ul><li>Social Media </li></ul><ul><ul><li>Blogging </li></ul></ul><ul><ul><li>Social Networks </li></ul></ul><ul><ul><li>Twitter </li></ul></ul><ul><ul><li>Online Video </li></ul></ul><ul><ul><li>The Rest </li></ul></ul><ul><li>Considerations </li></ul><ul><li>Summary </li></ul>
  15. 15. Blogs <ul><li>Sharing ideas and news in an informal way, asking for instant feedback. </li></ul><ul><li>Most newspapers now have a blog </li></ul><ul><li>Be humble – don’t write as the expert! </li></ul><ul><li>Link to your authors blogs </li></ul><ul><li>Link to your content (SEO) </li></ul><ul><li>Establish a relationship and trust </li></ul><ul><li>Post regularly </li></ul><ul><li>http://willzuk.wordpress.com </li></ul>
  16. 16. http://philbradley.typepad.com/phil_bradleys_weblog/2007/06/web-20-question.html If you need a web 2.0 catch up…
  17. 17. http://michaelnielsen.org/blog/is-scientific-publishing-about-to-be-disrupted/
  18. 18. To Consider <ul><li>Do your authors blog? </li></ul><ul><li>Who is blogging for you? </li></ul><ul><li>Who is blogging about you? </li></ul>
  19. 19. Exercise: Start a blog
  20. 20. Social Media <ul><li>Changes </li></ul><ul><li>Social Media </li></ul><ul><ul><li>Blogging </li></ul></ul><ul><ul><li>Social Networks </li></ul></ul><ul><ul><li>Twitter </li></ul></ul><ul><ul><li>Online Video </li></ul></ul><ul><ul><li>The Rest </li></ul></ul><ul><li>Considerations </li></ul><ul><li>Summary </li></ul>
  21. 21. Social Networks Vertical and Horizontal
  22. 22. Facebook <ul><li>~750 Million Active Users </li></ul><ul><li>Many applications </li></ul><ul><li>A useful platform </li></ul><ul><li>Social Network messaging is the new e-mail. </li></ul><ul><li>Note – in Feb it was 500 million active users. </li></ul>Facebook Stats - http://www.facebook.com/press/info.php?statistics
  23. 25. Become a Fan!
  24. 26. Facebook Stats <ul><li>http://www.facebook.com/press/info.php?statistics </li></ul><ul><li>More than 750 million active users </li></ul><ul><li>50% of active users on Facebook every day </li></ul><ul><li>Average user creates 90 pieces of content a month </li></ul><ul><li>1/3 of women now check Facebook before going to the bathroom in the morning? </li></ul>
  25. 27. Mobile Stats <ul><li>There are more than 250 million active users currently accessing Facebook through their mobile devices. </li></ul><ul><li>People that use Facebook on their mobile devices are twice as active on Facebook than non-mobile users. </li></ul>
  26. 28. To Consider <ul><li>Where are you on Facebook? </li></ul><ul><li>How do you interact with the Facebook Community? </li></ul><ul><li>How do you find the Facebook community; how do they find you? </li></ul>
  27. 29. Linked In
  28. 30. MyRSC http://myrsc.rsc.org
  29. 32. BIOMED Experts http://www.biomedexperts.com/ Populated with PubMed data - millions of profiles
  30. 33. Nature Networks http://network.nature.com/
  31. 34. http://www.mendeley.com The Last.fm for research papers?
  32. 35. What papers are being looked at by the group The Last.fm for research papers?
  33. 36. Niche vs Mainstream <ul><li>Greater control / ownership </li></ul><ul><ul><li>- data and changes </li></ul></ul><ul><li>Premium services </li></ul><ul><li>Advertising potential </li></ul><ul><li>Security / confidentiality </li></ul><ul><li>Flexibility for functionality </li></ul><ul><li>- and design </li></ul><ul><li>Technology (Mobile) </li></ul><ul><li>Usage </li></ul><ul><li>Cost of set-up </li></ul><ul><li>Service performance </li></ul><ul><li>Ideal for short campaigns </li></ul><ul><li>Discoverability </li></ul><ul><li>No need for lots of accounts </li></ul><ul><li>If you don’t, someone </li></ul><ul><li>else will </li></ul>
  34. 37. How do we know which is the latest social network? Tip – what’s big in the UK may not be the biggest worldwide
  35. 38. Social Media <ul><li>Changes </li></ul><ul><li>Social Media </li></ul><ul><ul><li>Blogging </li></ul></ul><ul><ul><li>Social Networks </li></ul></ul><ul><ul><li>Twitter </li></ul></ul><ul><ul><li>Online Video </li></ul></ul><ul><ul><li>The Rest </li></ul></ul><ul><li>Considerations </li></ul><ul><li>Summary </li></ul>
  36. 39. Twitter
  37. 40. What is Twitter <ul><li>Microblogging service - blogs of ~140 characters that you can send to your friends. </li></ul><ul><li>Great way of sharing links </li></ul><ul><li>Send the blog via your mobile or PC, link your twitter feed to other sites. </li></ul><ul><li>Broadcast to the world! </li></ul>
  38. 41. Why might publishers use Twitter? <ul><li>Spread the word/news about publications </li></ul><ul><li>See what people are saying and respond </li></ul><ul><li>Event feedback and questions </li></ul><ul><li>Ask for questions and feedback </li></ul><ul><li>Allow your customers to tweet your content – recommending it to their friends </li></ul><ul><li>Quick way of being part of the cloud & crowd </li></ul><ul><li>Initiating ideas that the crowd turn into products! </li></ul>
  39. 42. Get your name!
  40. 43. Tweet the latest stories
  41. 44. Interact Live example http://twitter.com/#!/NatureMaterials Exercise – # tags, replies and interaction
  42. 45. http://twitter.jamesallenonf1.com/
  43. 46. <ul><li>Twitter Tips </li></ul><ul><li>Use hashtags #ALPSP </li></ul><ul><li>Picture of yourself – not company </li></ul><ul><li>Drive towards your site </li></ul><ul><li>Don’t just broadcast - Interact </li></ul><ul><li>Engage - Reply to people and retweet </li></ul><ul><li>Ask questions – get replies </li></ul><ul><li>Use the Description opportunity </li></ul>
  44. 47. Twitter updates VS Facebook Status The World Agreed Friends No need to follow back
  45. 49. Find us on Twitter David - @drs1969 Will – @ChemPub @Willz
  46. 50. Twitter Tools – TweetDeck http://www.tweetdeck.com/ Saved searches See Replies See messages
  47. 51. Twitter Tools – Hootsuite Browser based (no download) See replies See messages Multiple streams
  48. 52. Useful resource <ul><li>http://econsultancy.com/blog/3780-a-20-step-starters-guide-to-using-twitter-efficiently </li></ul>
  49. 53. Optional Exercise <ul><li>How often is your site tweeted? </li></ul><ul><li>http://www.backtype.com/ </li></ul>
  50. 54. To Consider <ul><li>Where are you on Twitter? </li></ul><ul><li>How do you interact with the Twitter Community? </li></ul><ul><li>How do you find the Twitter community; how do they find you? </li></ul>
  51. 55. Optional exercise <ul><li>Embedding your tweets into your WordPress blog. </li></ul>
  52. 56. Social Media <ul><li>Changes </li></ul><ul><li>Social Media </li></ul><ul><ul><li>Blogging </li></ul></ul><ul><ul><li>Social Networks </li></ul></ul><ul><ul><li>Twitter </li></ul></ul><ul><ul><li>Online Video </li></ul></ul><ul><ul><li>The Rest </li></ul></ul><ul><li>Considerations </li></ul><ul><li>Summary </li></ul>
  53. 57. Online Video
  54. 58. Professional Production http://www.rsc.org/Shop/books/Molecules_of_Murder_Book_Launch.asp
  55. 59. Making Your Own <ul><li>Technology & software are affordable </li></ul><ul><li>Hosting can be free </li></ul><ul><li>Easy to embed into your website </li></ul><ul><li>TAKES TIME! </li></ul><ul><li>http://www.youtube.com/watch?v=GjFT7Rek_kA&feature=player_embedded </li></ul><ul><li>http://willzuk.wordpress.com </li></ul>
  56. 60. Customer / Author-submitted content http://www.rsc.org/Publishing/ChemScience/Volume/2009/01/Polymers_strut_stuff_spotlight.asp
  57. 61. Random House Three books – make a video http://www. youtube .com/watch?v=C9xzMhPxYpE
  58. 62. Video Abstracts Elsevier aim to increase journal visibility – http://www.elsevier.com/wps/find/editorsinfo.editors/editors_update/issue24e Journal of Number Theory http://www.youtube.com/JournalNumberTheory ACS JACS http://pubs.acs.org/JACSbeta/vabstracts/index.html http://www.youtube.com/user/RSCJournals#p/a/u/0/u3yljHLFcdc
  59. 63. Business case ROI +100K views on Youtube Cost of giving it a go – free (takes time – but get an enthusiast to do!)
  60. 64. YouTube Stats <ul><li>http://www.youtube.com/t/press_statistics </li></ul><ul><li>More than 2 billion views per day </li></ul><ul><li>More video is created in 60 days than the 3 major US networks output in 60 years </li></ul>
  61. 65. Video meets Book <ul><li>The VOOK </li></ul><ul><li>New devices break traditional paper formats – more later! </li></ul><ul><li>Will production staff start to need video skills to go beyond the text, video assets and creation? </li></ul><ul><li>http://www.youtube.com/watch?v= EKjAUkfpYLA </li></ul>
  62. 66. To Consider <ul><li>Where are you on YouTube? </li></ul><ul><li>How do you interact with the YouTube Community? </li></ul><ul><li>How do you find the YouTube community, how do they find you? </li></ul>
  63. 67. Optional exercise <ul><li>Inserting a YouTube video into a blog post </li></ul><ul><li>Find a video on YouTube </li></ul><ul><li>Copy the URL (not embed code) </li></ul><ul><li>Add as a flash HTML object </li></ul>
  64. 68. Social Media <ul><li>Changes </li></ul><ul><li>Social Media </li></ul><ul><ul><li>Blogging </li></ul></ul><ul><ul><li>Social Networks </li></ul></ul><ul><ul><li>Twitter </li></ul></ul><ul><ul><li>Online Video </li></ul></ul><ul><ul><li>The Rest </li></ul></ul><ul><li>Considerations </li></ul><ul><li>Summary </li></ul>
  65. 69. Flickr <ul><ul><li>Random House crowd sourcing for a book cover </li></ul></ul>http://www. flickr .com/search/?q= coversourcing
  66. 70. Social Bookmarking <ul><li>Wikipedia – </li></ul><ul><li>Social bookmarking is a method for Internet users to store, organize, search, and manage bookmarks of web pages on the Internet with the help of metadata . </li></ul><ul><li>Telling others that you’ve found something of interest. </li></ul>
  67. 71. Not to forget <ul><li>Podcasts </li></ul><ul><li>Maps </li></ul><ul><li>Virtual Worlds - </li></ul><ul><li>15 minute video well worth watching - http://blip. tv /file/242816 </li></ul><ul><li>Online Gaming….. </li></ul>
  68. 72. <ul><li>Scientific Conference in World of Warcraft </li></ul>http://www. sciencemag .org/ cgi /content/full/320/5883/1592c#section3 “ By the end of the third day, a real scientific exchange took place, I married one of the conference participants, and within an hour of the wedding, we were all dead. “
  69. 74. Social Media <ul><li>Changes </li></ul><ul><li>Social Media </li></ul><ul><ul><li>Blogging </li></ul></ul><ul><ul><li>Social Networks </li></ul></ul><ul><ul><li>Twitter </li></ul></ul><ul><ul><li>Online Video </li></ul></ul><ul><ul><li>The Rest </li></ul></ul><ul><li>Considerations </li></ul><ul><li>Summary </li></ul>
  70. 75. How do you get started? <ul><li>Know your mission </li></ul><ul><li>Listen </li></ul><ul><li>Research your audience (who, what channels, how) </li></ul><ul><li>Engage </li></ul><ul><li>Enable staff with passion </li></ul><ul><li>Be human </li></ul><ul><li>What do your customers want? Don’t just hide marketing – you will be un followed quickly (consider offers, news, customer services, feedback) </li></ul>
  71. 76. Do you need a strategy? <ul><li>Yes – but Social Media is just a supporting tool. </li></ul><ul><li>Know your objective and use the tools to get there! </li></ul>
  72. 77. LISTEN <ul><li>What are people saying about: </li></ul><ul><li>Your brand </li></ul><ul><li>Your subject </li></ul><ul><li>Your keywords </li></ul><ul><li>You </li></ul>
  73. 78. Exercise: Online Listening <ul><li>Where are people talking about your subject? </li></ul><ul><li>By searching for keywords with free online tools, look for places where you might want to add to the conversation. </li></ul><ul><li>http:// technorati .com/ </li></ul><ul><li>http:// addictomatic .com/   </li></ul><ul><li>http://www. socialmention .com/ </li></ul><ul><li>Blog what you find! </li></ul>
  74. 79. What does success look like?
  75. 80. Usage Customer Satisfaction Sales Market Knowledge Support Costs Buzz Relationships Referrers Retweets Resolved issues Sales Return Visits Usage Whatever you are aiming for!
  76. 81. Freedom <ul><li>Should we give the user the maximum freedom to do good? </li></ul><ul><li>Allow the user to be successful </li></ul><ul><li>Pre or Post Moderation? </li></ul>Allow users to report content – ensure that you look into the legal side!
  77. 82. You don’t need to send people away!
  78. 84. Risks <ul><li>How will you deal with - </li></ul><ul><li>Copyrighted content </li></ul><ul><li>Libellous remarks </li></ul><ul><li>Threats </li></ul><ul><li>Inappropriate material </li></ul><ul><li>Novelty wears thin </li></ul><ul><li>React Appropriately </li></ul>Be Ready Allow users to report content – ensure that you look into the legal side!
  79. 85. Ownership <ul><li>Who owns the data </li></ul><ul><li>Where is data stored </li></ul><ul><li>What happens if the data goes? </li></ul><ul><li>How much are you reliant on the data </li></ul>
  80. 86. Being Practical <ul><li>Choose which technologies to use </li></ul><ul><li>Adapt and Change </li></ul><ul><li>Costs of failure is low </li></ul><ul><li>Don’t try to use them all </li></ul><ul><li>Stop and delete when it fails </li></ul><ul><li>How will you feed it? </li></ul><ul><li>Something easy to learn that adds value will succeed </li></ul>
  81. 87. ENABLE http://www. compliancebuilding .com/about/publications/social-media-policies/ Have a Social Media Policy! Great Examples here -
  82. 88. Social Media <ul><li>Changes </li></ul><ul><li>Social Media </li></ul><ul><ul><li>Blogging </li></ul></ul><ul><ul><li>Social Networks </li></ul></ul><ul><ul><li>Twitter </li></ul></ul><ul><ul><li>Online Video </li></ul></ul><ul><ul><li>The Rest </li></ul></ul><ul><li>Considerations </li></ul><ul><li>Summary </li></ul>
  83. 89. Summary <ul><li>Social Web has revolutionised the web and made it properly interactive. </li></ul><ul><li>Coming up: </li></ul><ul><ul><li>Find out how the new web will follow you round all day, merge with your real world, and provide more data than you can ever imagine. </li></ul></ul>
  84. 90. Why social web matters! <ul><li>How can you enable your readers to - </li></ul><ul><ul><li>Find your content </li></ul></ul><ul><ul><li>Distribute your content </li></ul></ul><ul><ul><li>Use your content </li></ul></ul><ul><ul><li>Create your content </li></ul></ul><ul><ul><li>Collaborate around your content </li></ul></ul><ul><ul><li>Interact with your content </li></ul></ul><ul><ul><li>Be your content </li></ul></ul>
  85. 91. Exercise <ul><li>Where is now the best place to search? </li></ul>