Introduction to Social Media Tools / Forum One Communications


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In this presentation, Bill Johnston, Chief Community Office at Forum One Communications, reviews the principal social media tools and how to use them. Contact: .

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  • Note: we can do quick definitions from the agenda slide.
  • Home Base –Priority 1 (50% of your time budget)“Social” portion of your hosted presenceOutposts – Priority 2 (40% of your time budget)Key social sites that you actively participate inPassports – Priority 3 (10% of your time budget)Profiles on lower priority social sitesMostly to listen, occasionally participateNote: Presence management framework derived from original work by Chris Brogan
  • A site to share videoMembers can upload, comment and rateChannels
  • Introduction to Social Media Tools / Forum One Communications

    1. 1. Introduction to Social Media ToolsJuly 2009Bill Johnston – Forum One Networks<br />
    2. 2. Today’s Topics<br />Social Media Strategy<br />Online Presence Framework<br />Social Media Tools Overview<br />Blogs / Microblogging (a.k.a Twitter)<br />Social Networks<br />Photo & Video Sharing<br />Social Bookmarking<br />Podcasting<br />Wikis & Social Documents<br />
    3. 3. Social Media Strategy<br />
    4. 4. Social Media Strategy<br />‘If you don&apos;t know where you are going,any road will get you there.&apos;<br />Common Objections:<br />Time required<br />Audience<br />Effectiveness<br />Loss of message control<br />Relevance<br />Solution = Strategy (Focus)<br />Key Strategy Components:<br />Org’s communication goals<br />Audience’s needs & preferences<br />Presence framework<br />Policies <br />Start By Listening (and Discovery)<br />
    5. 5. Social Media Strategy<br />What are you trying to accomplish? <br />Some Examples:<br />Listening <br />Learning<br />Connecting<br />Educating<br />Building awareness<br />Fundraising<br />Finding / empowering evangelists<br />Reaching younger demographic<br />Reaching traditional media<br />
    6. 6. Key Tools<br />
    7. 7. Online Presence Framework<br />
    8. 8. Online Presence Framework<br />Home Base –Priority 1 (50% of your time budget)<br />“Social” portion of your hosted presence<br />Outposts – Priority 2 (40% of your time budget)<br />Key social sites that you actively participate in<br />Passports – Priority 3 (10% of your time budget)<br />Profiles on lower priority social sites<br />Mostly to listen, occasionally participate<br />Note: Presence management framework derived from original work by Chris Brogan<br />
    9. 9. Presence Framework<br />
    10. 10. Social Media Tools Overview<br />
    11. 11. Blogs & Microblogging<br />
    12. 12. Blogs<br />An online journal featuring<br />opinion and commentary.<br />Blogs are a “voice”…and a<br />commitment!<br />Important compliment to the “official” site<br />Opportunity for more conversational / experimental content<br />Our “oral tradition” – building social capital via storytelling<br />Power lies in interaction: comments, trackbacks and cross-linking<br />
    13. 13. Starting a Blog<br />Listen<br />Participate (via Comments)<br />Decide<br />Goals<br />Name<br />Approach<br />Editors<br />Schedule<br />Metrics of Success<br />
    14. 14. Blogs<br />RWJF Blogs:<br />Health Reform:<br />Pioneer Portfolio:<br />Reclaiming Futures:<br />Others of note:<br />WSJ Health Blog:<br />Chicago Tribune Health Blog:<br />National Journal Health Care Blog:<br />Health Affairs Blog:<br />Paul Krugman:<br />The Health Care Blog:<br />
    15. 15. Microblogging & Twitter<br />Short (140 character) status updates. <br />Conversation-based relationships, built one tweet at a time.<br />Listening<br />Exposure for your org<br />Find relationships<br />Blog amplifier<br />Online mobilization<br />Getting Started<br />Find & follow the leaders<br />Add your contacts<br />Retweet<br />Reply<br />Ask questions<br />Post links / original thoughts<br />
    16. 16. Social Networks<br />
    17. 17. Social Networks<br />Connecting via existing relationships &<br />discovering via shared interests &<br />experiences <br />Common Elements:<br />Profile<br />Wall<br />News Feed<br />Friends<br />Friend Suggestions<br />
    18. 18. LinkedIn<br />De-facto online professional<br />network <br />An interactive CV<br /><ul><li>Professional profile (+external content)
    19. 19. Contacts (1st – 3rd degree)
    20. 20. Recommendations
    21. 21. Groups
    22. 22. Events
    23. 23. Q&A
    24. 24. Job Postings</li></ul>Getting Started<br /><ul><li>Create your profile
    25. 25. Add connections
    26. 26. Creating a group is low cost / low impact way to experiment</li></li></ul><li>Facebook<br />Largest Social Network: Over 1<br />Million members sign in daily <br />Profile-based experience;<br />“friends” + “fans” builds network<br /><ul><li>Personal profile
    27. 27. Organization Fan Pages
    28. 28. Groups
    29. 29. Applications
    30. 30. Advertising
    31. 31. Facebook Connect
    32. 32. Younger audience: 80% 34 y/o ></li></ul>Getting Started<br /><ul><li>Create your FB profile, add friends
    33. 33. Review groups and fan pages
    34. 34. Fan page a low cost / low impact way to experiment</li></li></ul><li>
    35. 35. Photo & Video Sharing<br />
    36. 36. Photo & Video Sharing<br />Powerful media creation and<br />distribution tools for everyone<br />Photos and Video are more<br />Engaging than text <br />Provide a sense of immediacy and<br />intimacy <br />Creation, Management &<br />Distribution<br /><ul><li>Upload & store (of course)
    37. 37. Privacy management
    38. 38. Tags
    39. 39. Comments
    40. 40. Geotagging
    41. 41. Channels / Sets
    42. 42. RSS</li></li></ul><li>Flickr<br />Photo sharing category leader<br />Site to share photos & short form video <br />Members can upload, comment, tag, geotag<br />Groups<br />Contacts (friends)<br />Opportunity for visual narrative – photo essays<br />Free / Pay Options<br />
    43. 43. YouTube<br />Video sharing category leader<br />Members can upload, comment, tag<br />Channels<br />Contacts (friends)<br />Informal and produced content (shows)<br />Free (w/ Advertising)<br />Honorable mention:<br />
    44. 44. Social Bookmarking<br />
    45. 45. Social Bookmarks:<br />Social bookmarks are used to tag<br />and annotate content<br />Content discovery<br />Publish content streams (RSS)<br />Helps SEO<br />Tools:<br />Technorati –<br />Delicious –<br />Digg –<br />StumbleUpon –<br />
    46. 46. Social Documents<br />
    47. 47. SlideShare<br />Share, present and distribute<br />presentation files<br />Members can post, comment, favorite <br />Create slidecastw/ voiceover<br />Tools to embed / distribute<br />Paid option to capture leads<br />
    48. 48. Scribd<br />Largest social publisher of<br />documents.<br />Emerging as the category leader in document publishing<br />Members can read, publish, comment, and share<br />Great for research, whitepapers and articles <br />
    49. 49. Wikis<br />What wikis do well:<br />Private groups (intranets)<br />People that know each other<br />Co-assembly (as opposed to co-editing)<br />Non-sensitive topics<br />Great for refining a topic<br />Not great for general collaboration<br />(The curse of Wikipedia)<br />
    50. 50. Podcasting<br />
    51. 51. Podcasting<br />Audio-based series of journals /<br />Programs<br />Generally recorded live<br />Can be used to repurpose audio portion of events, lectures, etc<br />Many podcast directories, including itunes<br />Production can be time consuming<br />Tools like Utterli can be used for lo-fi recording<br />
    52. 52. Resources<br />
    53. 53. Resources<br />Chris Brogan –<br />Online Community Report –<br />The Buzz Building –<br />Influence –<br />ReadWriteWeb–<br />Mashable! –<br />360 Digital Influence -<br />Beth Kanter’s Blog –<br />
    54. 54. Getting Started: Newbie to Maven in 1 Hour<br />Set up a Google Reader Account (5 Minutes)<br />Set up a LinkedIn or Facebook Profile (15 minutes)<br />Create a Twitter account (15 minutes)<br />Start listening & connecting (25 minutes)<br /><br /><br /><br /><br /><br />
    55. 55. Resources<br />Online Community Research Network<br /><br />Forum One Networks: Services<br /><br />Follow Bill:<br />@billjohnston & @ocreport - #octribe<br />Contact Bill:<br /><br />415.299.9638<br />
    56. 56. Questions?<br />