Social media for your organization


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Facebook was the #1 visited website in the US in 2010. 25 billion messages were sent on Twitter last year. All kinds of people, from potential customers to long lost cousins or classmates, are talking with each other and the world through social networks. Shouldn’t you be listening? Can you afford not to?
In this presentation you will learn what social media is, what the major platforms are and how you can leverage them for marketing, customer service, media coverage, or just plain good fun. You will also learn how to measure the effectiveness of your efforts.

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  • Hello and thank you for coming today! My name is Kevin Manne, New Media Specialist at Genesee Community College.I manage the college’s presence on social media platforms, blogging, internet advertising and website development.Today we’re going to talk about social media, what it is and what it means for your organization. ~ Wyoming County Online ~ Texting Sign ~ So let’s get into it…
  • Varying degrees of familiarity with Social Media – begin with basics and get more advanced.There will be opportunity for Q&A at the end but along the way if you have a question, ask away!Here’s what we will cover today.
  • What is Social Media? Well here is a “book definition.” The part highlight in yellow is what’s really important here.
  • That was a bit much, so let’s break it down a bit further. Here issocial media explained in a way we can all understand – with ice cream!
  • Share anecdote about Logan and that video.
  • Some statistics from 2010 that show who is using social media. The fastest growing segment is users age 50+ - they are up to 42% from just 22% in ‘09.
  • Some pretty staggering statistics of social media usage in 2010.
  • This video will help you wrap your brain around those statistics a bit more. While some of the content here is a bit dated, it illustrates the rapid growth social media has experienced. Pay attention because it moves quick!
  • Any questions?So, now that we know what social media is, who is using it and how much they are using it, let’s talk a bit about what the platforms are.
  • The big gun! Who here has a Facebook account? Who has a Page setup for their business?
  • People use Facebook to discuss what’s happening in their personal life, with their friends and family.
  • How do people connect on Facebook?
  • Here’s what a Facebook Page looks like – this is the Page we have set up for GCC. ~~Show different parts of the page.~~
  • Any questions on Facebook?Let’s move on to Twitter.
  • What is Twitter, and how do people use it?
  • Breaking news – earthquake in Buffalo/WNY area last year. Trending topics. #oscars, holidays, general trendy questions or statements.Hashtags tie together conversations for group chat discussions.
  • Here’s what GCC’s Twitter page looks like on the web, though people access Twtitter through many different means, and don’t have to come to your twitter page to see your updates. They can use desktop applications like Tweetdeck, web-based interfaces like Hootsuite or on their mobile devices.~~show different parts of the page~~
  • How do I talk on Twitter? Well there are 4 really essential things to know when you jump in.Message – public, directed toward everyone. Totally public unless you protect your tweets (not recommended!)DM – Private, only viewable to the recipient@ - Public, but directed at a specific userRT – Sharing someone else’s tweet with your follower, attributing to original user.# - Public, used to connect a series of related tweets about a certain topic. #oscars, #ROC, #Buffalo
  • This video does a great job of showing the mechanics of Twitter and how it can be a powerful tool for sharing information and raising awareness.
  • Any questions on Twitter?Let’s move on to YouTube.
  • Pretty basic right? We’ve all probably seen a video on YouTube at least once by now.
  • Why post to YouTube rather than just putting a Flash video on your website?Reach – give example of CC Appeal video, contact from Baltimore Catholic Charities.Sharing – Likes, embedding, subscriptions, recommendations, ratings, and comments all features that encourage sharing and discussion Accessibility – flash won’t play on certain mobile devices, YouTube plays on pretty much everything.
  • Here’s what a Facebook Channel looks like – it’s our GCC channel. ~~show different parts of the page~~
  • Any questions on YouTube?Let’s move on to LinkedIn.
  • Linked in is all about business. It’s where you can post a virtual job resume, connect with business partners, vendors and peers and use your network to find other professionals for recruitment, farming out jobs and more.
  • Here is my personal Linkedin Profile. ~~show different parts of the page~~At the top you’ll see a summary about me and my professional work, at the right some of my connections and LinkedIn groups that I’m a part of and down below is a more formal resume-style description of my professional history.
  • Any questions on LinkedIn?Let’s move on to Foursquare.
  • Businesses take note! Geolocation social networks are GREAT tools for marketing your business. Apps like Foursquare, Facebook Places and Gowalla use the GPS in mobile devices, allowing users to “check in” at places and share what they’re doing and where they are with friends. Any questions on Foursquare and geolocation based social media?
  • Here’s what GCC’s Foursquare page looks like on the Web, but again most people will never see this – they will interact with your business via a mobile app to check in and redeem deals.~~show different parts of the page~~
  • So how do we use each platform? Here’s a description of what we offer on each.
  • ~~~Keep in mind that these platforms are just the tools, and the tools are ever-changing. It’s finding the right tools and using them to the best advantage of your organization that makes all the difference. Any questions?So now we know all about the top tools that are out there now. What opportunities are there in social media for your business or organization?
  • Monitoring – listen to what your customers are saying – it’s free market research! Find out what you’re doing wrong and what you are doing right. Which leads us into…Customer Service - Use this feedback to make a better product or provide better service. Give example of student issue with Hawkes instructional software on Mac.Crowdsourcing – using the crowd as a research tool or a focus group.Media Coverage – many members of the media are on twitter. Give example of Nick Mendola at WECK and Sister Mary.“Become the Media” – newsrooms shrinking, papers disappearing - harder to get coverage. Tell your own story directly to the people who want to know about it and have a two-way conversation rather than just blasting information at people.
  • Any questions so far?A question: Show of hands, who here thinks that your organization is in control of your message? Public relations, marketing, advertising, that sort of thing.
  • The control of your message now lies in the groundswell. What is the groundswell?E-Bay and Craigslist – users buy from each other instead of from you! On CL, they avert newspaper classifieds, eliminating a huge revenue stream for newspapers.With open source software, users make their own software and freely share with each other rather than buy from MS, Apple, etc.How do I determine if a product is worth a purchase? I go to amazon and check the user reviews and see what other people are saying about it.
  • An example of the groundswell in action.
  • Screenshot of the Digg front page during the user revolt; all stories are related to the HD DVD key.
  • In the words of the character Joe Garelli (played by Joe Rogan) from the TV sitcom NewsRadio:
  • Wayback machine – Began archiving websites in 1996.Spokeo – a phone book for the digital age. Aggregates information from across the web associated with people’s names, email, phone number and moreOpenbook – Searches all public Facebook updates using Facebook’s own search service.
  • So people are out there talking about you. Sticking your head in the sand will not make it go away. Let’s talk about how to engage in the conversation and respond to the groundswell.
  • Participate in the conversation! It’s going on whether or not your have a voice, so get in, represent your organization and build a community.
  • One final video, this one about how the groundswell impacts your business and how to leverage it to the benefit of your business and for your customers.
  • Any questions on how to engage and respond?Let’s move on to measuring the effectiveness of your efforts.
  • What’s great about social media is the way you can track and measure the effectiveness of your work. See what works, and what doesn’t. Here are a few examples of how to do that.Any questions on measurement?
  • So let’s recap what we discussed today:Social media are a way for people to easily connect and share information online.Lots of people – and growing every day.Facebook, Twitter, YouTube, LinkedIn, FoursquareSocial media monitoring, customer service, Crowdsourcing, gaining media coverage and “Becoming the media.” It’s the power that people have to get things from each other rather than from us. Be a part of the conversation, respond to your users and use that information to provide a better product or service.Multiple online tools – Facebook and YouTube Insights, Twitter retweets and
  • Does anyone have any questions? If there’s time, we can take a look at some of your sites and accounts and offer feedback and suggestions. Or we can walk through the process of setting up a certain social media account if you’d like.
  • Here’s how to connect with me!PLEASE go to and click Contact to leave me feedback about today’s presentation – what you liked or didn’t and what you’d like to see in the future. Thank you to Kelly and the Wyoming County Chamber of Commerce and the GCC Wyoming Campus for hosting me today, and thank you for coming!
  • Social media for your organization

    1. 1. Social Media for Your Organization<br />
    2. 2. Social Media<br /><ul><li>What is it?
    3. 3. Whouses it?
    4. 4. What are the platforms?
    5. 5. What opportunities are there for my organization?
    6. 6. What is the groundswell?
    7. 7. How do I respond?
    8. 8. How do I measure the effectiveness of my efforts?</li></li></ul><li>What is social media?<br />A group of Internet-based applications that build on the ideological and technological foundations of Web 2.0, and that allow the creation and exchange of user-generated content.- Andreas Kaplan and Michael Haenlein<br />
    9. 9. In Plain English<br />YouTube<br />
    10. 10. Is it a fad?<br />
    11. 11. Audience<br /> was the #1 visited website in the US in 2010. Second place: Google- Experian Hitwise 12/10<br />Social Media use of all US Internet users:<br />Age 50+: 42% (up from 22% in April 09)<br />Ages 18-29: 86% (up from 76% in April 09)<br />- Pew Internet & American Life Project 8/10<br />
    12. 12. By the Numbers<br />152 million Blogs on the Internet<br />25 billion Tweets in 2010<br />100 million New Twitter accounts in 2010<br />175 million People on Twitter<br />7.7 million People following @ladygaga<br />600 million People on Facebook<br />250 million New people on Facebook in 2010<br />30 billion Pieces of content shared on Facebook per month.- Royal Pingdom 1/11<br />
    13. 13. Social Media Revolution<br />YouTube<br />
    14. 14. The Platforms<br />
    15. 15. Facebook<br />
    16. 16. Facebook<br />Facebook is a social networking website intended to connect friends, family, and business associates. It is the largest of the networking sites, which began as a college networking website and has expanded to include anyone and everyone.<br /> -<br />Personal Life<br />Friends and Family<br />
    17. 17. Facebook<br />45% will link only to family or friends<br />18% will link only to people they’ve met in person<br />Almost two-thirds associate only with people they know offline<br />- What Your Favorite Social Network Says About You. Ad Age Digital 7/8/09<br />Average age: 38 years old<br />Second highest income<br />Late adopters<br />
    18. 18.
    19. 19. Twitter<br />
    20. 20. Twitter<br />Twitter is a social networking and microblogging service that allows you answer the question, “What’s happening?” by sending short text messages 140 characters in length, called “tweets” to your “followers.”<br />-<br />Mindcasting and Lifecasting<br />Network based on interest and connections<br />Super users – early adopters<br />
    21. 21. Twitter<br />Twitter’s social graphs, “opt in” follower model and microbroadcasting lend better to business thought leadership or expert advice. <br />Interested in a wide breadth of subjects, especially pop culture - with music, movies, TV and reading ranking higher than average. <br /> - What Your Favorite Social Network Says About You. Ad Age Digital 7/8/09<br />Breaking news<br />Trending topics<br />Chats<br />
    22. 22.
    23. 23. Twitter<br />Talking on Twitter:<br /><ul><li>Message
    24. 24. Direct Message (DM)
    25. 25. @ Reply
    26. 26. Re-Tweet (RT)
    27. 27. #Hashtags</li></li></ul><li>Twitter Search<br />YouTube<br />
    28. 28. YouTube<br />
    29. 29. YouTube<br />YouTube is a video-sharing website on which users can upload, share, view and comment on videos.<br />
    30. 30. YouTube<br />Provides a venue for sharing videos among friends and family as well as a showcase for new and experienced videographers. YouTube has become a destination for ambitious videographers, as well as amateurs who want to make a statement.<br />In the 2008 presidential campaign, videos of Barack Obama and John McCain were viewed more than two billion times according to media firm TubeMogul.<br />Reach beyond your website<br />Encourages sharing<br />
    31. 31.
    32. 32. LinkedIn<br />
    33. 33. LinkedIn<br />Mission: To connect the world’s professionals to make them more productive and successful.<br />Exists to help users make better use of professional networks and the people you trust.<br />All about business<br />More male than female<br />Highest average income ($89k)<br />
    34. 34.
    35. 35. Foursquare<br />
    36. 36. Foursquare<br />Geolocation-based mobile platform that makes cities easier to use and more interesting to explore.<br />Merchants and brands leverage the platform by utilizing a wide set of tools to obtain, engage, and retain customers and audiences.<br />“Checking In” to share with friends<br />Gaming: badges and mayors<br />Specials for customers<br />Photos and tips<br />
    37. 37.
    38. 38. GCC’s Social<br />Twitter<br />Quick news and event updates in 140 characters or less.<br />Facebook<br />The latest GCC news, events, photos and videos come to you -  right on your Facebook news feed.<br />YouTube<br />Testimonials from students, a look into the classroom and a feel for student life.<br />Flickr<br />Photos of newsworthy events and campus activites.<br />Blogs<br />Student insights, international study, campus news.<br />
    39. 39. Opportunities<br />
    40. 40. Opportunities<br />Social media monitoring<br />Customer service<br />Crowdsourcing<br />Media coverage<br />“Become the media” <br />
    41. 41. The Groundswell<br />
    42. 42. A social trend in which people use technologies to get the things they need from each other, rather than from traditional institutions like corporations.- Groundswell: Winning in a World Transformed by Social Technologies, by Charlene Li and Josh Bernoff<br />You have lost control<br />eBay<br />Craigslist<br />Open-source software<br />User reviews<br />
    43. 43. Digg is a social news website where users determine the “top” stories.<br />April 30, 2007: HD-DVD encryption key released, shot to the top of Digg with 15,000 diggs. <br />AACS LA (movie industry organization) sends a cease-and-desist email to Digg.- Groundswell: Winning in a World Transformed by Social Technologies, by Charlene Li and Josh Bernoff<br />Digg and HD-DVD<br />KEY: 09 F9 11 02 9D 74 E3 5B D8 41 56 C5 63 56 88 C0<br />
    44. 44. Digg complies, removes story:<br />May 1, 2007: 3,172 blog posts mention the key<br />Users post links to blogs back on Digg.<br /><ul><li>Even an acoustic rendition</li></ul>Impossible to keep up with, Digg gives up. - Groundswell: Winning in a World Transformed by Social Technologies, by Charlene Li and Josh Bernoff<br />Digg and HD-DVD<br />No “undo” on the Internet<br />Streisand effect<br />
    45. 45.
    46. 46. In other words …<br />- Joe Garrelli,NewsRadio<br />
    47. 47. Some Examples<br />The WayBack Machine<br /><ul><li>Google, Pepsi, Lego</li></ul>Spokeo<br /><ul><li>Andrew Cuomo
    48. 48. Charlie Sheen</li></ul>Openbook<br /><ul><li>“I hate my boss”
    49. 49. “looking for a new job”</li></li></ul><li>Engage and Respond<br />
    50. 50. Social Media and the Workplace<br />Have a voice:<br /><ul><li>People are talking about your brand
    51. 51. Listen(Google Alerts, Twitter Search)
    52. 52. Respond(When appropriate)
    53. 53. Build a community</li></ul>- Users will defend you<br />
    54. 54. Social Media and the Workplace<br />Link<br />
    55. 55. Measurement<br />
    56. 56. Measurement Tools<br />Facebook Insights<br />Twitter retweets<br /><br />YouTube Insights<br />
    57. 57. Recap<br />What is it?<br />Whouses it?<br />What are the platforms?<br />What opportunities are there for my organization?<br />What is the groundswell?<br />How do I respond?<br />How do I measure the effectiveness of my efforts?<br />
    58. 58. Questions?<br />
    59. 59. Connect<br />Kevin Manne<br />Twitter: @k3v2<br />Email:<br />Web:<br />I WANT YOUR FEEDBACK!<br />Click “Contact” at kevinmanne.comto connect and let me know what you thought of today’s presentation!<br />