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Demystifying Social Media

                Tools & Techniques



        Dawn Foster
  dawn@fastwonder.com
 Fast Wonder Consulting
http://FastWonderBlog.com

07/08/09            FastWonderBlog.com   1
Topics
 ●   Guiding Principles & Strategy for Participation
 ●   Social Media Activities / Tools
           ●   Twitter
           ●   Facebook
           ●   LinkedIn
           ●   FriendFeed
           ●   Blogging
 ●   Monitoring
           ●   RSS
           ●   Monitoring Twitter
           ●   Yahoo Pipes
 ●   Managing your social media efforts
07/08/09                        FastWonderBlog.com     2
Social Media Takes Many Forms




07/08/09           FastWonderBlog.com   3
Social Media Takes Many Forms




07/08/09           FastWonderBlog.com   4
Social Media Takes Many Forms




07/08/09           FastWonderBlog.com   5
Social Media Takes Many Forms




07/08/09           FastWonderBlog.com   6
Guiding Principles: It's All About the People
●   Focus on the individuals: Participate as a person, not
    a corporate entity
●   Be Sincere: Sincerity = believability & credibility
●   Not all about you: Community is about conversation,
    which is by definition two-way
●   Be a Part of the Community: Don't try to control it
●   Everyone’s a Peer:
    You are not the expert;
    knowledge comes from
    everywhere



07/08/09                  FastWonderBlog.com                 7
Building Your Social Media Strategy?
Clear Purpose / Goals are Key
 ●   Do you need to build new or can you join an
     existing site?
 ●   What do you hope to accomplish and what are
     your goals for social media?
 ●   What is your overall strategy and how do your
     social media efforts fit within it?
 ●   What are your plans for achieving your goals
     and how will you measure it?
 ●   Do you have the resources (people & $) to
     maintain it long-term?
             Answer these questions before you start

07/08/09                 FastWonderBlog.com            8
Play Nice
                                "I'm the Lorax who speaks for
                                 the trees which you seem to
                                  be chopping as fast as you
                                            please.

                                NOW...thanks to your hacking
                                my trees to the ground, there's
                                not enough Truffula Fruit to go
                                            'round.
Translation:
   Play Nice: Be polite and    And my poor Bar-bar-loots are
                                  all getting the crummies
   respectful in your
                               because they have gas, and no
   interactions with other        food in their tummies!"
   members
 07/08/09               FastWonderBlog.com                  9
Where and How NOT to Participate
 ●   Do not participate on
     competitor's sites
     (considered slimy &
     bad manners)
 ●   Do not participate in
     communities solely to
     pimp your products.
                                http://www.flickr.com/photos/victoriafee/2740896609
 ●   Do not mention your
     products in every post.
     Talk about the industry first
     & your products second

07/08/09                        FastWonderBlog.com                            10
How to Participate ...
Listen First: Understand the Norms
 ●   Each site has it's own norms
      –    Language and terminology
      –    Acceptable behavior
 ●   Participate gently at first
      –    Pick one site to start
      –    Spend more time listening              http://www.flickr.com/photos/niclindh/1389750548


      –    Take the time to understand how people participate
      –    Participate with an individual account first
      –    Engage in additional sites as you get comfortable
      –    Begin participating for your organization
07/08/09                     FastWonderBlog.com                                           11
People are Watching You


“My eyes see.
  His eyes see.
    I see him.
       And he sees me.

And so we say,             Translation:
   “Hooray for eyes!         People see everything
Hooray, hooray, hooray...    you do in the community.
            ... for eyes!”   Be a good example of
                                      the “right” behavior.

 07/08/09            FastWonderBlog.com                       12
Twitter
●    Short messages (140 characters)
       –   Talk about interesting things, engage in
           conversations, and interact with others
       –   Be careful how often you promote your work
           (blog posts, community discussions, etc.)
       –   Not all about you
●    Following:
       –   You follow people to receive their messages
       –   People follow you to receive your messages
       –   Only as interesting as the people you follow.

    07/08/09                   FastWonderBlog.com          13
Twitter Best Practices
 ●   Know what people are saying about you
 ●   Respond frequently and sincerely
 ●   Follow back where appropriate
 ●   Have a personality
 ●   Variety is important
What to Avoid
               ●   Don't be a link spam account
               ●   Don't go overboard with messages
               ●   Don't be self-promotional
               ●   Don't use direct messages to promote anything
               ●   Don't proactively follow too many people

07/08/09                     FastWonderBlog.com                    14
Twitter Language & Terminology
 ●   @reply: Reply to someone publicly on Twitter.
      –    @geekygirldawn thanks for the link
 ●   Direct Message: Reply to someone privately
      –    d geekygirldawn call me at 555-867-5309
 ●   OH: Overheard & not attributed to a specific person
      –    OH: I took shop & didn't lose fingers. I could use a chainsaw
 ●   RT: Retweet to re-send something from another user
     with attribution it to the original author.
      –    RT @geekygirldawn: Don't forget to RSVP for BarCamp!
 ●   #: Hastags are used to tag Twitter posts.
      –    The bubble tea has arrived. #barcampportland
07/08/09                       FastWonderBlog.com                      15
Facebook
 ●   Personal Profiles (private)
      –    For real people
      –    Not for your company
 ●   Pages (public)
      –    Used for products / companies / organizations
      –    Fans, not friends (anyone can view a page)
 ●   Groups
      –    Often used to collaborate or organize
      –    People become members of the group
 ●   Applications
07/08/09                     FastWonderBlog.com            16
Facebook: Getting Started – Personal Profile
 ●   Build your personal profile first (people, not
     brands)
 ●   Add a picture that helps people recognize you
 ●   Spend a few minutes on your information
     (personal info, education / work, etc.)
 ●   Post status updates and add a few pictures.
 ●   Add a few friends (personal, work, past lives)
 ●   Go easy on your friends – save the poking,
     zombie requests, etc. for close personal friends.

07/08/09                FastWonderBlog.com            17
LinkedIn Usage and Features
 ●   Not just for job seeking / finding employees
 ●   Get introductions to people thru mutual contacts
 ●   Learn more about your colleagues
 ●   Use groups to discuss topics with peers
 ●   Get answers to questions




07/08/09               FastWonderBlog.com           18
Doing More with LinkedIn
 ●   Start by completing your profile
      –    Picture, jobs, education, websites, interests, summary
 ●   Add applications
      –    Slideshare, blog posts, events, etc.
 ●   Make recommendations
      –    Recommend some past colleagues that you respect
 ●   Add contacts
      –    Take advantage of the 'people you may know' feature
      –    Only add people you know
 ●   Join groups & answer questions
07/08/09                    FastWonderBlog.com               19
FriendFeed
●   Aggregated life streams
      –    Twitter, blogs, bookmarks, pictures, events, and
           more. Add anything with an RSS feed.
●   Share your info
●   Keep up on news
●   Search for topics
●   Group your friends
●   Tools
      –    Get info in
           different formats
07/08/09                       FastWonderBlog.com             20
Should You Have a Corporate Blog?
 ●   Can you commit to at least one post per week?
 ●   Do you have people who have interesting
     things to say and with good writing skills?
 ●   Can someone manage the process and make
     sure that the blog never gets neglected?
 ●   Tips for making it easier
      –    Group blogs with many
           authors (not just execs)
      –    Short posts are great
      –    Manage the process and
           have a content roadmap
07/08/09                    FastWonderBlog.com     21
Blogging Best Practices
 ●   Be a thought leader in your industry
 ●   Talk about ideas, passions, industry trends
 ●   Be conversational. Personal posts are interesting
 ●   Manage your content roadmap for variety
 ●   Integral part of social media strategy
 ●   Avoid:
      –    Do not focus on product updates
      –    Do not regurgitate press releases
      –    Do not sound like a corporate drone

07/08/09                    FastWonderBlog.com     22
Make it Fun
                             Why do you sit there like that?
                                   I know it is wet.
                              And the sun is not sunny.
                             But we can have lots of good
                                  fun that is funny!

                              I know some good games we
                                         could play.
                                 I know some new tricks.
                                 I will show them to you.
Translation:                   Your mother will not mind at
                                         all if I do.
  Have fun! Lighten it up
  occasionally!
 07/08/09               FastWonderBlog.com               23
Monitoring
 ●   Social media is about conversations – you need
     to know what people are saying
 ●   Know what people say about you, your industry,
     your competitors: critical element of community
     management, blogging, and social media
 ●   Information can be used as ideas for blog posts,
     marketing messages, competitive analysis, etc.
 ●   Become more responsive to feedback by
     proactively monitoring conversations


07/08/09              FastWonderBlog.com           24
RSS / News Readers
 ●   RSS: Really Simple Syndication
      –    A way to have information that you want to see
           pushed to you in a news reader
      –    Subscription service for online content
 ●   Subscribe to blogs in your industry & interest
     areas
 ●   Subscribe to competing efforts
 ●   Examples: Netvibes, iGoogle, & Google Reader



07/08/09                    FastWonderBlog.com              25
Monitoring Twitter
 ●   Don't Underestimate Twitter Search
      –    Complex search operators, shows new results
 ●   My Favorite Twitter Monitoring Tool: TweetDeck
      –    Desktop application – sync across mult computers
      –    Searches with notifications, groups, replies
 ●   Browser-based Twitter Monitoring: Monitter
      –    Dashboard-style monitoring with searches
 ●   My WebWorkerDaily post with more details:
      –    http://bit.ly/jkbkT

07/08/09                         FastWonderBlog.com           26
A Few Great Uses for Yahoo Pipes
 ●   Monitoring social media sites with a list of
     keywords across many sites.
 ●   Combining groups of RSS feeds into a single
     feed.
 ●   Uber feed of your posts across blogs.
 ●   Filtering feeds to find relevant content.
 ●   More info and how-to videos:
      –    http://fastwonderblog.com/yahoo-pipes-and-rss-hacks/




07/08/09                      FastWonderBlog.com                  27
Many Other Social Media Monitoring Tools




07/08/09        FastWonderBlog.com         28
Community Managers Help Ensure Success

  “Jobs of the future, #1: Online                  What Skills do we need?
     Community Organizer
                                                      –     Patience
... If you were great at this, I'd imagine you'd
never ever have trouble finding good work.”
                                                      –     Networking
                                 --Seth Godin
                                                      –     Communication
What do we do?                                        –     Facilitation
   –   Ongoing Facilitation                           –     Technical Skills
   –   Monitoring Conversations                       –     Marketing
   –   Content Creation / Mgmt                        –     Self-Motivation
   –   Evangelism                                     –     Workaholic Tendencies
   –   Strategy                                       –     Organization
07/08/09                               FastWonderBlog.com                      29
Incorporate into Existing Efforts
    ●      Look at your overall corporate business strategy
    ●      Find where community / social media fits in
    ●      Articulate a clear purpose for the efforts
    ●      Use the right tools
           and technology to
           achieve your goals




07/08/09                   FastWonderBlog.com           30
Be Flexible

                               Never budge!
                                    That's my rule.
                                          Never budge
                                               in the least!

                                    Not an inch to the west!
                                    Not an inch to the east!

Translation:                      I'll stay here, not budging!
                                          I can and I will
   Be flexible.
   Improvements and ideas      If it makes you and me and the
   come from unexpected              whole world stand still.
   places.
 07/08/09             FastWonderBlog.com                       31
Q&A
Companies and Communities Book
●     Available for purchase / signing $15
●     http://fastwonderblog.com/eBook

Additional Resources:
●     Monitoring with Yahoo Pipes Training


About Dawn:
●     Online Community Consultant
●     http://fastwonderblog.com/consulting
●     Dawn@FastWonder.com
●     @geekygirldawn on Twitter
    07/08/09                  FastWonderBlog.com   32

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Demystifying Social Media: Tools and Techniques

  • 1. Demystifying Social Media Tools & Techniques Dawn Foster dawn@fastwonder.com Fast Wonder Consulting http://FastWonderBlog.com 07/08/09 FastWonderBlog.com 1
  • 2. Topics ● Guiding Principles & Strategy for Participation ● Social Media Activities / Tools ● Twitter ● Facebook ● LinkedIn ● FriendFeed ● Blogging ● Monitoring ● RSS ● Monitoring Twitter ● Yahoo Pipes ● Managing your social media efforts 07/08/09 FastWonderBlog.com 2
  • 3. Social Media Takes Many Forms 07/08/09 FastWonderBlog.com 3
  • 4. Social Media Takes Many Forms 07/08/09 FastWonderBlog.com 4
  • 5. Social Media Takes Many Forms 07/08/09 FastWonderBlog.com 5
  • 6. Social Media Takes Many Forms 07/08/09 FastWonderBlog.com 6
  • 7. Guiding Principles: It's All About the People ● Focus on the individuals: Participate as a person, not a corporate entity ● Be Sincere: Sincerity = believability & credibility ● Not all about you: Community is about conversation, which is by definition two-way ● Be a Part of the Community: Don't try to control it ● Everyone’s a Peer: You are not the expert; knowledge comes from everywhere 07/08/09 FastWonderBlog.com 7
  • 8. Building Your Social Media Strategy? Clear Purpose / Goals are Key ● Do you need to build new or can you join an existing site? ● What do you hope to accomplish and what are your goals for social media? ● What is your overall strategy and how do your social media efforts fit within it? ● What are your plans for achieving your goals and how will you measure it? ● Do you have the resources (people & $) to maintain it long-term? Answer these questions before you start 07/08/09 FastWonderBlog.com 8
  • 9. Play Nice "I'm the Lorax who speaks for the trees which you seem to be chopping as fast as you please. NOW...thanks to your hacking my trees to the ground, there's not enough Truffula Fruit to go 'round. Translation: Play Nice: Be polite and And my poor Bar-bar-loots are all getting the crummies respectful in your because they have gas, and no interactions with other food in their tummies!" members 07/08/09 FastWonderBlog.com 9
  • 10. Where and How NOT to Participate ● Do not participate on competitor's sites (considered slimy & bad manners) ● Do not participate in communities solely to pimp your products. http://www.flickr.com/photos/victoriafee/2740896609 ● Do not mention your products in every post. Talk about the industry first & your products second 07/08/09 FastWonderBlog.com 10
  • 11. How to Participate ... Listen First: Understand the Norms ● Each site has it's own norms – Language and terminology – Acceptable behavior ● Participate gently at first – Pick one site to start – Spend more time listening http://www.flickr.com/photos/niclindh/1389750548 – Take the time to understand how people participate – Participate with an individual account first – Engage in additional sites as you get comfortable – Begin participating for your organization 07/08/09 FastWonderBlog.com 11
  • 12. People are Watching You “My eyes see. His eyes see. I see him. And he sees me. And so we say, Translation: “Hooray for eyes! People see everything Hooray, hooray, hooray... you do in the community. ... for eyes!” Be a good example of the “right” behavior. 07/08/09 FastWonderBlog.com 12
  • 13. Twitter ● Short messages (140 characters) – Talk about interesting things, engage in conversations, and interact with others – Be careful how often you promote your work (blog posts, community discussions, etc.) – Not all about you ● Following: – You follow people to receive their messages – People follow you to receive your messages – Only as interesting as the people you follow. 07/08/09 FastWonderBlog.com 13
  • 14. Twitter Best Practices ● Know what people are saying about you ● Respond frequently and sincerely ● Follow back where appropriate ● Have a personality ● Variety is important What to Avoid ● Don't be a link spam account ● Don't go overboard with messages ● Don't be self-promotional ● Don't use direct messages to promote anything ● Don't proactively follow too many people 07/08/09 FastWonderBlog.com 14
  • 15. Twitter Language & Terminology ● @reply: Reply to someone publicly on Twitter. – @geekygirldawn thanks for the link ● Direct Message: Reply to someone privately – d geekygirldawn call me at 555-867-5309 ● OH: Overheard & not attributed to a specific person – OH: I took shop & didn't lose fingers. I could use a chainsaw ● RT: Retweet to re-send something from another user with attribution it to the original author. – RT @geekygirldawn: Don't forget to RSVP for BarCamp! ● #: Hastags are used to tag Twitter posts. – The bubble tea has arrived. #barcampportland 07/08/09 FastWonderBlog.com 15
  • 16. Facebook ● Personal Profiles (private) – For real people – Not for your company ● Pages (public) – Used for products / companies / organizations – Fans, not friends (anyone can view a page) ● Groups – Often used to collaborate or organize – People become members of the group ● Applications 07/08/09 FastWonderBlog.com 16
  • 17. Facebook: Getting Started – Personal Profile ● Build your personal profile first (people, not brands) ● Add a picture that helps people recognize you ● Spend a few minutes on your information (personal info, education / work, etc.) ● Post status updates and add a few pictures. ● Add a few friends (personal, work, past lives) ● Go easy on your friends – save the poking, zombie requests, etc. for close personal friends. 07/08/09 FastWonderBlog.com 17
  • 18. LinkedIn Usage and Features ● Not just for job seeking / finding employees ● Get introductions to people thru mutual contacts ● Learn more about your colleagues ● Use groups to discuss topics with peers ● Get answers to questions 07/08/09 FastWonderBlog.com 18
  • 19. Doing More with LinkedIn ● Start by completing your profile – Picture, jobs, education, websites, interests, summary ● Add applications – Slideshare, blog posts, events, etc. ● Make recommendations – Recommend some past colleagues that you respect ● Add contacts – Take advantage of the 'people you may know' feature – Only add people you know ● Join groups & answer questions 07/08/09 FastWonderBlog.com 19
  • 20. FriendFeed ● Aggregated life streams – Twitter, blogs, bookmarks, pictures, events, and more. Add anything with an RSS feed. ● Share your info ● Keep up on news ● Search for topics ● Group your friends ● Tools – Get info in different formats 07/08/09 FastWonderBlog.com 20
  • 21. Should You Have a Corporate Blog? ● Can you commit to at least one post per week? ● Do you have people who have interesting things to say and with good writing skills? ● Can someone manage the process and make sure that the blog never gets neglected? ● Tips for making it easier – Group blogs with many authors (not just execs) – Short posts are great – Manage the process and have a content roadmap 07/08/09 FastWonderBlog.com 21
  • 22. Blogging Best Practices ● Be a thought leader in your industry ● Talk about ideas, passions, industry trends ● Be conversational. Personal posts are interesting ● Manage your content roadmap for variety ● Integral part of social media strategy ● Avoid: – Do not focus on product updates – Do not regurgitate press releases – Do not sound like a corporate drone 07/08/09 FastWonderBlog.com 22
  • 23. Make it Fun Why do you sit there like that? I know it is wet. And the sun is not sunny. But we can have lots of good fun that is funny! I know some good games we could play. I know some new tricks. I will show them to you. Translation: Your mother will not mind at all if I do. Have fun! Lighten it up occasionally! 07/08/09 FastWonderBlog.com 23
  • 24. Monitoring ● Social media is about conversations – you need to know what people are saying ● Know what people say about you, your industry, your competitors: critical element of community management, blogging, and social media ● Information can be used as ideas for blog posts, marketing messages, competitive analysis, etc. ● Become more responsive to feedback by proactively monitoring conversations 07/08/09 FastWonderBlog.com 24
  • 25. RSS / News Readers ● RSS: Really Simple Syndication – A way to have information that you want to see pushed to you in a news reader – Subscription service for online content ● Subscribe to blogs in your industry & interest areas ● Subscribe to competing efforts ● Examples: Netvibes, iGoogle, & Google Reader 07/08/09 FastWonderBlog.com 25
  • 26. Monitoring Twitter ● Don't Underestimate Twitter Search – Complex search operators, shows new results ● My Favorite Twitter Monitoring Tool: TweetDeck – Desktop application – sync across mult computers – Searches with notifications, groups, replies ● Browser-based Twitter Monitoring: Monitter – Dashboard-style monitoring with searches ● My WebWorkerDaily post with more details: – http://bit.ly/jkbkT 07/08/09 FastWonderBlog.com 26
  • 27. A Few Great Uses for Yahoo Pipes ● Monitoring social media sites with a list of keywords across many sites. ● Combining groups of RSS feeds into a single feed. ● Uber feed of your posts across blogs. ● Filtering feeds to find relevant content. ● More info and how-to videos: – http://fastwonderblog.com/yahoo-pipes-and-rss-hacks/ 07/08/09 FastWonderBlog.com 27
  • 28. Many Other Social Media Monitoring Tools 07/08/09 FastWonderBlog.com 28
  • 29. Community Managers Help Ensure Success “Jobs of the future, #1: Online What Skills do we need? Community Organizer – Patience ... If you were great at this, I'd imagine you'd never ever have trouble finding good work.” – Networking --Seth Godin – Communication What do we do? – Facilitation – Ongoing Facilitation – Technical Skills – Monitoring Conversations – Marketing – Content Creation / Mgmt – Self-Motivation – Evangelism – Workaholic Tendencies – Strategy – Organization 07/08/09 FastWonderBlog.com 29
  • 30. Incorporate into Existing Efforts ● Look at your overall corporate business strategy ● Find where community / social media fits in ● Articulate a clear purpose for the efforts ● Use the right tools and technology to achieve your goals 07/08/09 FastWonderBlog.com 30
  • 31. Be Flexible Never budge! That's my rule. Never budge in the least! Not an inch to the west! Not an inch to the east! Translation: I'll stay here, not budging! I can and I will Be flexible. Improvements and ideas If it makes you and me and the come from unexpected whole world stand still. places. 07/08/09 FastWonderBlog.com 31
  • 32. Q&A Companies and Communities Book ● Available for purchase / signing $15 ● http://fastwonderblog.com/eBook Additional Resources: ● Monitoring with Yahoo Pipes Training About Dawn: ● Online Community Consultant ● http://fastwonderblog.com/consulting ● Dawn@FastWonder.com ● @geekygirldawn on Twitter 07/08/09 FastWonderBlog.com 32