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Social Media in the Real World


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Social Media in the Real World

  1. 1. Practicing Social Mediain the Real World<br />Mack D. Male<br />January 2010<br />
  2. 2. Software developer for Questionmark<br />Social Media Guy! Entrepreneur!<br />Started my company in 2000<br />Started blogging in 2003<br />Joined Twitter in 2006 (#985)<br />Launched Podcast Spot in 2006<br />Launched ShareEdmonton in 2009<br />Organized dozens of events in the last couple of years, started writing more about Edmonton.<br />Passionate Edmontonian.<br />Who am I?<br />
  3. 3. Name<br />Where you’re from<br />What you do<br />How are you feeling about social media today? Excited? Scared?<br />Who are you?<br />
  4. 4. Let’s make this interactive! Ask lots of questions!<br />Social Media Overview (quick)<br />A Campaign in Action<br />Walk through the various steps<br />Look at some examples<br />Identify strategies<br />Test out some tools<br />Agenda<br />
  5. 5. Social Media Overview<br />Are we all on the same page?<br />
  6. 6. Less than 200 pages, still relevant to read today!<br />Contains 95 theses:<br />Markets are conversations.<br />Conversations among human beings sound human.<br />Join the conversation.<br />The Cluetrain Manifesto<br />
  7. 7. I believe we crave connection with others.<br />Social media is about people, and the relationships between people.<br />Social Media is about people.<br />
  8. 8. There’s no such thing.<br />Has anyone spent 10,000 hours on social media? <br /><br />One study in December 2009 found that there were 15,740 Social Media Experts on Twitter.<br /><br />How hard could it be if there are so many? <br />Social Media Experts<br />
  9. 9. A Campaign in Action<br />Where do we start?<br />
  10. 10. Start participating!<br />Think. Plan.<br />Create a list of goals.<br />Get the right people involved.<br />Pick the right tools.<br />Measure before your campaign.<br />Launch your campaign!<br />Listen, participate, engage.<br />Deal with the good and the bad.<br />Track things as you go.<br />Measure after your campaign.<br />Identify lessons for the future.<br />Overview<br />
  11. 11. Become familiar with the communities, the tools, and the etiquette.<br />Listen, listen, listen.<br />Try a variety of different social media services, to learn the pros and cons.<br />Be patient (think: Twitter).<br />Don’t be afraid to ask for help!<br />Start participating!<br />
  12. 12. Don’t reinvent the wheel!<br />Can be difficult to join an existing community, but it’s totally worth it.<br />Twitter:<br /><br /><br />Strategy: Find existing communities.<br />
  13. 13.
  14. 14. Okay I’m on Twitter.<br />Now what?<br />
  15. 15. Do some housecleaning.<br />Pick a good username.<br />Change your profile pic.<br />Keep your tweets public.<br />
  16. 16. Enter your website URL.<br />Set your location.<br />Post a few updates.<br />Resist the temptation to follow everyone.<br />
  17. 17. Learn the lingo.<br />Tweets, Replies, Retweets, Hashtags, Twooshes, Direct Messages, Tweetups<br />
  18. 18. Twitter is like sex.<br />You can read all the stuff (or look at it) about sex all you want, but if you’ve never had it, you simply have no idea what it’s like.<br /><br />
  19. 19. There are entire blogs devoted to writing about Twitter applications:<br /><br />
  20. 20. There are so many great blogs out there! Start reading a few, and you’ll be amazed at what you can learn.<br />A few that I enjoy:<br /><br /><br /><br />Remember that there are no experts, only those who have taken the time to learn!<br />Read and learn.<br />
  21. 21. Before you do anything, stop and think: is social media right for me, for this campaign?<br />Think. Plan.<br />
  22. 22. Edmonton is bidding to host EXPO 2017.<br />Report recommending that the City move forward was release in October 2008.<br />January-March 2009, volunteer committees were formed for theme, site, and community engagement.<br />The Bid Booster Club launched in July 2009.<br />Submission to province and feds was November 2009.<br />Running out of time to demonstrate strong community support for the national bid!<br />Case Study: EXPO 2017<br />
  23. 23. Established a presence on many social media sites:<br /><br /><br /><br /><br />470 fans on Facebook, 493 followers on Twitter<br />Haven’t updated since January 20, infrequent updates prior to that<br />Case Study: EXPO 2017<br />
  24. 24. What’s the problem? <br />They have nothing to share, and they’re not interested in a conversation.<br />Like the Olympics, bid organizers didn’t want to give away too many details to the competition<br />Culture of secrecy and lack of information sharing<br />It got worse when Calgary announced it was also bidding<br />Convinced they need to focus on the politicians, and not the average citizen!<br />Case Study: EXPO 2017<br />
  25. 25. Before you do anything, stop and think: is social media right for me, for this campaign?<br />Be prepared. Have a plan of attack ready.<br />Create your policies up-front (where possible).<br />Think. Plan.<br />
  26. 26. Internal and external, but be open about them.<br />Don’t forget about the policies you already have:<br />Employee Procedures<br />External Relations<br />Crisis Management<br />Comment Policy (external)<br /><br />Friend/Fan Policy (internal, maybe external)<br />Ex. Teachers!<br />Privacy Policy<br />When to ignore, when to respond, when to notify others.<br />What policies?<br />
  27. 27. What do you want to accomplish with your campaign?<br />Think of it as your mission statement.<br />Just want a presence<br />Sell more widgets<br />More visits to your existing websites<br />More downloads of key information<br />Increased community engagement<br />Reduce costs, increase satisfaction<br />Etc.<br />Create a list of goals.<br />
  28. 28. Who will take ownership of the plan & goals?<br />Who in your organization is already involved in the project?<br />What untapped expertise do you have?<br />Get the right people involved.<br />
  29. 29. Depends on what you learned when you started participating, on what your goals are, on who you have on your team.<br />TIP: Consider breaking them up into four categories:<br />Text<br />Photos<br />Audio<br />Video<br />Don’t forget: RSS<br />Pick the right tools.<br />
  30. 30. Short updates?<br />Documents?<br />Presentations?<br />Bookmarks?<br />Blog?<br />Others:<br /><br />http://www.reddit.com<br />http://www.digg.com<br />Pick the right tools: Text<br />
  31. 31.<br /><br /><br />Pick the right tools: Photos<br />
  32. 32.<br /><br /><br />Pick the right tools: Audio<br />
  33. 33.<br /><br />Pick the right tools: Video<br />
  34. 34. You’re using Twitter, Facebook, YouTube, Flickr, Digg, delicious, etc.<br />How can you tie them all together?<br />Use a blog.<br />Make it your social media hub.<br />Ex.<br />The importance of blogs:<br />Strategy: Use a blog for cohesion.<br />
  35. 35. This is important!<br />You need to establish a baseline.<br />Again, it depends on your goals.<br />If your goal is increased customer satisfaction, you might need to do a survey.<br />If your goal is to establish a presence, you can use a variety of online tools.<br />Measure before your campaign.<br />
  36. 36. Surveys, questionnaires, etc.<br /><br />Web presence<br /><br /><br /><br /><br />Social media presence:<br /><br /><br /><br />Tools for measurement before!<br />
  37. 37. Keep your goals and policies in mind.<br />Be patient, but not too patient.<br />TIP: Remember what each service is good at!<br />On Twitter, frequent updates<br />On YouTube, short, engaging videos<br />On a blog, longer, regular posts<br />Launch your campaign!<br />
  38. 38. Listen<br />Monitoring of the conversations, multimedia, ratings, threads/forums<br />Reactive & Proactive<br />Participate<br />Establish presence, offer information, answer questions, respond to comments, establish relationships<br />Engage<br />Go where people are connecting, stimulate, compile<br />Range of engagement: receive suggestions and comments, compile input for decisions<br />Listen, Participate, Engage.<br /><br />
  39. 39. Capture positive comments, posts, and other stories to share with your team, your managers, etc.<br />When something goes wrong, remember your policies:<br />When to ignore<br />When to respond<br />When to notify others<br />Deal with the  and .<br />
  40. 40. What are you tracking?<br />Depends on your goals, but also wise to just track what people are saying about you.<br />How much time should you spend?<br />It’s a good idea to have a budget.<br />Who should do the tracking?<br />Good opportunity to split the work amongst your team.<br />Track things as you go.<br />
  41. 41. Wide spectrum of tools, from free to expensive.<br />From the Journal of Interactive Advertising:<br />Track things as you go.<br /><br />
  42. 42. Free tools:<br /><br /><br /> (feeds)<br /> (keywords)<br /> (web stats)<br /> (video stats)<br />Tools for tracking!<br />
  43. 43. Some feeds are just really busy and you parsing it is tough, time consuming work.<br />In other words, there’s a high signal-to-noise ratio!<br />Filter the content of those feeds to zero in on the stuff you’re interested in.<br /><br />Strategy: Use Yahoo Pipes to filter.<br />
  44. 44. Social media is not advertising.<br />Remember, it’s about people.<br />Common sense always applies!<br /><br />Case Study: Ask Premier Ed<br />
  45. 45. Tell the truth! People don’t want to be lied to.<br />Use the tools for what they are good at.<br />Talk with the community, not to the community.<br />Learn from your mistakes.<br />Lessons from Ask Premier Ed<br />
  46. 46. Use the same tools you used when measuring before your campaign started.<br />Augment the metrics with information gathered during your regular campaign tracking.<br />Measure after your campaign.<br />
  47. 47. Consider holding a debrief with your team.<br />Focus on pluses and deltas.<br />Pluses – things you did really well!<br />Deltas – things you would do differently next time.<br />Write it all down, and share it with others.<br />You learn more by teaching!<br />Consider an Advisory Committee:<br />Identify lessons for the future.<br />
  48. 48. Start participating!<br />Think. Plan.<br />Create a list of goals.<br />Get the right people involved.<br />Pick the right tools.<br />Measure before your campaign.<br />Launch your campaign!<br />Listen, participate, engage.<br />Deal with the good and the bad.<br />Track things as you go.<br />Measure after your campaign.<br />Identify lessons for the future.<br />Overview – revisited!<br />
  49. 49. Mack D. Male<br /><br />780.619.3864<br /><br /><br /><br />Basically, I’m mastermaq at your favorite service <br />Contact<br />