Decoding Social Media 解讀社交媒體 (2010.09.09 @ CCLSG 新加坡福音證主協會)

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Decoding Social Media 解讀社交媒體 (2010.09.09 @ CCLSG)
Workshop conducted for CCL Singapore staff about Social Media.
為新加坡福音證主協會同工舉辦的社交媒體培訓工作坊

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Decoding Social Media 解讀社交媒體 (2010.09.09 @ CCLSG 新加坡福音證主協會)

  1. 1. Decoding Social Media Calvin Yu @ CCLSG / 2010.09.09
  2. 2. Puzzled?
  3. 3. Social Networking in Plain English
  4. 4. Characteristics of Social Media
  5. 5. Connections of Connections
  6. 6. Trusted Connections
  7. 7. Sharing and Interaction
  8. 8. Participation
  9. 9. Social Media is a fad?
  10. 10. Or a fundamental shift in the way we communicate?
  11. 11. What is the Relevance?
  12. 12. Discussion: Myths of Social Media
  13. 13. Myths of Social Media • It is for the Youth only! • We have website already! • We have no resources! • We have no IT people! Source: http://blog.nielsen.com/nielsenwire/online_mobile/six-million-more-seniors-using-the-web-than-five-years-ago/
  14. 14. Myths of Social Media • Facebook Facebook = Social Media • How to pick the right ones? • Just put everything on it! • There will be negative posts! Source: http://blog.nielsen.com/nielsenwire/online_mobile/six-million-more-seniors-using-the-web-than-five-years-ago/
  15. 15. Myth #1 It is for the Youth only!
  16. 16. Fact #1 • 2009.11 Research by The Nielsen Company in the US (Nov. 2009) • During the past 5 years • ^ 55% seniors actively using the Internet ^ 55% • ^ 11% time spent online by the seniors ^ 11% Source: http://blog.nielsen.com/nielsenwire/online_mobile/six-million-more-seniors-using-the-web-than-five-years-ago/
  17. 17. Fact #1 • 2009.11 Research by The Nielsen Company in the US (2009.11) • During the past 2 years • ^ 53% social networking seniors ^ 53% Source: http://blog.nielsen.com/nielsenwire/online_mobile/six-million-more-seniors-using-the-web-than-five-years-ago/
  18. 18. Fact #1 • Facebook 2009.2.2 US Facebook Statistics (2009.2.2) • Growing in all age/gender demographic • 55 120 175.3% Fastest growing segment: Women over 55 up 175.3% in the last 120 days Source: http://www.insidefacebook.com/2009/02/02/fastest-growing-demographic-on-facebook-women-over-55/
  19. 19. Fact #1 • Facebook 2009.2.2 US Facebook Statistics (2009.2.2) • Facebook growing faster with women than men in almost every age group • 45% 26 45% users > 26 years Source: http://www.insidefacebook.com/2009/02/02/fastest-growing-demographic-on-facebook-women-over-55/
  20. 20. Fact #1 • Facebook 2009.2.2 US Facebook Statistics (2009.2.2) • Facebook growing faster with women than men in almost every age group • 45% 26 45% users > 26 years Source: http://www.insidefacebook.com/2009/02/02/fastest-growing-demographic-on-facebook-women-over-55/
  21. 21. Tip #1 The audience spectrum is much wider than your guess!
  22. 22. Myth #2 We have website already!
  23. 23. Fact #2 • Web 1.0 vs. Web 2.0 • Website: passive information distribution • Social Networking: active information sharing and interaction through trusted connections • Speed of distribution
  24. 24. Fact #2 • Pull vs. Push • Website: Visitor choose what to explore • Social Media: You choose what to share and the connections choose whether and how to interact
  25. 25. Tip #2 Be open-minded and embrace new possibilities!
  26. 26. Myth #3 We have no resources!
  27. 27. Fact #3 • That is exactly why you need Social Media! • Trusted connections are your assets • Viral effect • Explore the hidden potentials of your work
  28. 28. Tip #3 With Social Media platforms, you become much more resourceful than you used to be!
  29. 29. Myth #4 We have no IT people!
  30. 30. Fact #4 • Social Media is designed for everyone! • They have already done the technical hard work for you! • ! You know better about your organization’s vision than any IT experts!
  31. 31. Tip #4 You need relevant Social Media strategy rather than competent IT people!
  32. 32. Myth #5 Facebook = Social Media Facebook
  33. 33. Fact #5 • Yes and No • Facebook Yes: Facebook is a popular Social Media Platform • Twitter Delicious Digg YouTube SlideShare Scribd No: Social Media takes many different forms and perspectives > Twitter, Delicious, Digg, YouTube, SlideShare, Scribd...
  34. 34. Tip #5 Do your research to explore the possibilities!
  35. 35. Myth #6 How to pick the right ones?
  36. 36. Fact #6 • Social Media is no different from what your organization have been doing for years (mailings, email, phone calls, etc.)! • Only the SPEED and SCOPE are different
  37. 37. Fact #6 • You know the target audience > Go find them! • The right Social Media platforms are where you will find your audience!
  38. 38. Tip #6 The choice is a strategic one rather than a technical one!
  39. 39. Myth #7 Just put everything on it!
  40. 40. Fact #7 • Highly competitive in attention seeking • What to share and how to share are critical
  41. 41. Fact #7 • Editorial Principles • Concise & Accurate: get to the point instantly • Creative & Photographic: catch the attention • Active & Interactive: update frequently and make room for interaction
  42. 42. Tip #7 Customize and Differentiate!
  43. 43. Myth #8 There will be negative posts!
  44. 44. Fact #8 • Then you had better hurry up! • Negative posts will appear somewhere ultimately • They had better appear in your space so that you can respond • Let them speak
  45. 45. Tip #8 Social media gives you more opportunities to tell your side of story!
  46. 46. Social Media Strategy
  47. 47. Focused
  48. 48. Focused • Solidify, deepen and extend Trusted Connections, including supporters and partners • Select Social Media platforms by evaluating its appropriateness in reaching and bridging target communities
  49. 49. Coherent
  50. 50. Coherent • The selected Social Media platforms should work in coherence for organization’s vision • Each platform should have a clear and unique role in the whole puzzle: “There’s a platform for that!”
  51. 51. Coherent • Establish linkage among the chosen Social Media platforms to enhance coherence • Relevance and proper coordination are more important than the number of platforms chosen
  52. 52. Sustainable
  53. 53. Sustainable • Empower, educate and mobilize the Connections for Sharing, Interaction and Participation • Share Together, Interact Together and Grow Together
  54. 54. Sustainable • Doable • 20/80 20/80 Rule • Simplicity is key • “Simplicity is the ultimate sophistication.” ~ Da Vinci • Ease of use for all (staff, supporters, partners, etc.)
  55. 55. Facing the Social Networking Revolution, you need to...
  56. 56. Think Different
  57. 57. Are you ready?
  58. 58. Q&A
  59. 59. In search of excellence for HIM

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