Making Connections Through Online Networks & Tools


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Presentation for Fourth Friday Divas in Houston, a networking organization.

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Making Connections Through Online Networks & Tools

  1. 1. Making Connections Through Online Networks & Tools Sandra Fernandez Manager of Public Relations Houston Public Library
  2. 2. Today’s presentation <ul><li>Branding </li></ul><ul><li>Social Media </li></ul><ul><ul><li>Types, preferences </li></ul></ul><ul><ul><li>Tools </li></ul></ul><ul><li>Things I’ve learned </li></ul><ul><ul><li>Tips </li></ul></ul><ul><ul><li>Challenges </li></ul></ul>Making Connections
  3. 3. Personal Branding <ul><li>Defined: </li></ul><ul><ul><li>the public expression and projection of an individual's identity, personality, values, skills, and abilities. </li></ul></ul><ul><ul><li>The creation of a personal brand can be used as a tool for personal development. </li></ul></ul><ul><ul><li>It also aims to influence the perceptions of others, emphasizing personal strengths and differentiating the individual from others. </li></ul></ul><ul><ul><li>A personal brand should be based on an individual's real identity -- who they are and what they stand for, rather than an external image they wish to project. </li></ul></ul><ul><ul><li> </li></ul></ul>Making Connections
  4. 4. Why Social Media? <ul><li>Word of mouth communication is the oldest and most powerful form of communication </li></ul><ul><li>We trust what our friends tell us </li></ul><ul><li>We trust what our friend’s friends tell us </li></ul><ul><li>We trust anything enough people tell us </li></ul><ul><ul><ul><li>From Lach Mullen, Fort Bend County Office of Emergency Management </li></ul></ul></ul>Making Connections
  5. 5. Social media is a conversation between humans Making Connections
  6. 6. New ways to connect & get our news Making Connections
  7. 7. Before social media capability Making Connections
  8. 8. With social media <ul><li>More centers of influence </li></ul><ul><li>Open to all </li></ul><ul><li>Crosses all boundaries </li></ul>Making Connections
  9. 9. How people are networking <ul><li>slide courtesy of Nicholas Skytland, OpenNASA ( </li></ul>Making Connections
  10. 10. 4 Ps of Social Media <ul><li>Prepare </li></ul><ul><li>Pick your starting point </li></ul><ul><li>Pay attention </li></ul><ul><li>Participate </li></ul>Making Connections
  11. 11. Prepare <ul><li>Goals & strategy </li></ul><ul><ul><li>What is success? What are your social media goals? </li></ul></ul><ul><ul><ul><li>Examples: </li></ul></ul></ul><ul><ul><ul><ul><li>Engagement </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Promotion </li></ul></ul></ul></ul><ul><ul><li>Make it part of your overall communications plan: </li></ul></ul><ul><ul><ul><li>Integrate social media into your editorial calendar for consistent publishing </li></ul></ul></ul><ul><ul><ul><li>Make sure your updates are in line with the priorities and messages of your organization </li></ul></ul></ul>Making Connections
  12. 12. Prepare <ul><li>Resources </li></ul><ul><ul><li>Money </li></ul></ul><ul><ul><ul><li>most things are free, but not everything </li></ul></ul></ul><ul><ul><ul><li>do you have a budget for accounts, equipment, access? </li></ul></ul></ul><ul><ul><li>People </li></ul></ul><ul><ul><ul><li>Who is going to monitor/participate social media? </li></ul></ul></ul><ul><ul><ul><li>Will this need to be added to their job descriptions? employee evaluations? </li></ul></ul></ul>Making Connections
  13. 13. Prepare <ul><li>Resources, cont. </li></ul><ul><ul><li>Equipment </li></ul></ul><ul><ul><ul><li>Are you behind a firewall? Can you access the networks needed? </li></ul></ul></ul><ul><ul><ul><li>Do you have a digital camera? video camera? web enabled mobile phone? computer that will allow you to install tools such as TweetDeck? </li></ul></ul></ul><ul><ul><ul><li>Do you have mobile internet access? </li></ul></ul></ul>Making Connections
  14. 14. Prepare <ul><li>Policies & procedures </li></ul><ul><ul><li>Time issues </li></ul></ul><ul><ul><ul><li>How quickly can you respond? </li></ul></ul></ul><ul><ul><ul><li>How much time will this take? </li></ul></ul></ul><ul><ul><li>Do you need official policy? </li></ul></ul><ul><ul><li>Who is empowered to respond? </li></ul></ul><ul><ul><li>Which departments/staff need to be brought into the project? </li></ul></ul><ul><ul><ul><li>IT </li></ul></ul></ul><ul><ul><ul><li>PR </li></ul></ul></ul><ul><ul><ul><li>Customer Service </li></ul></ul></ul>Making Connections
  15. 15. Prepare <ul><li>Target </li></ul><ul><ul><li>Who are you trying to reach? </li></ul></ul><ul><ul><ul><li>Customers </li></ul></ul></ul><ul><ul><ul><li>Potential customers </li></ul></ul></ul><ul><ul><ul><li>Media </li></ul></ul></ul><ul><ul><ul><li>Industry </li></ul></ul></ul><ul><ul><li>Know your target </li></ul></ul><ul><ul><ul><li>Networks </li></ul></ul></ul><ul><ul><ul><li>Language </li></ul></ul></ul><ul><ul><ul><li>Direct communication </li></ul></ul></ul>Making Connections
  16. 16. Prepare <ul><li>Other items </li></ul><ul><ul><li>Make sure you have master file of access logins, with others aware of its existence and location </li></ul></ul>Making Connections
  17. 17. Pick your starting point <ul><li>Choose your social media networks </li></ul><ul><ul><li>Pick one based on your targets </li></ul></ul><ul><ul><ul><li>Social Networks – Facebook, MySpace </li></ul></ul></ul><ul><ul><ul><ul><li>Meeting, finding, connecting </li></ul></ul></ul></ul><ul><ul><ul><li>Multimedia – YouTube, Slideshare </li></ul></ul></ul><ul><ul><ul><ul><li>Sharing, learning </li></ul></ul></ul></ul><ul><ul><ul><li>Bookmarking – Delicious </li></ul></ul></ul><ul><ul><ul><ul><li>Link sharing, “the cloud” </li></ul></ul></ul></ul><ul><ul><ul><li>News – Digg </li></ul></ul></ul><ul><ul><ul><ul><li>News sharing, opinion sharing </li></ul></ul></ul></ul>Making Connections
  18. 18. Pick your starting point <ul><ul><li>Pick one based on your targets, cont. </li></ul></ul><ul><ul><ul><li>Reviews – Yelp </li></ul></ul></ul><ul><ul><ul><ul><li>Sharing reviews of companies, services </li></ul></ul></ul></ul><ul><ul><ul><li>Blogs – Blogger, Wordpress </li></ul></ul></ul><ul><ul><ul><ul><li>Opinion sharing, news sources </li></ul></ul></ul></ul><ul><ul><ul><li>Microblogs – Twitter, Yammer </li></ul></ul></ul><ul><ul><ul><ul><li>Sharing short updates </li></ul></ul></ul></ul><ul><ul><ul><li>Wikis – Wikipedia </li></ul></ul></ul><ul><ul><ul><ul><li>Collaboration </li></ul></ul></ul></ul>Making Connections
  19. 19. Pick your starting point <ul><ul><li>Open personal account </li></ul></ul><ul><ul><ul><li>Get comfortable </li></ul></ul></ul><ul><ul><ul><li>Start! </li></ul></ul></ul><ul><ul><li>Create plan for your organization </li></ul></ul><ul><ul><ul><li>Open organizational account. </li></ul></ul></ul><ul><ul><ul><li>Start! </li></ul></ul></ul><ul><ul><li>If your resources are available, pick another and start there. </li></ul></ul>Making Connections
  20. 20. Pick your starting point <ul><li>Build your network </li></ul><ul><ul><li>Friends </li></ul></ul><ul><ul><li>Colleagues </li></ul></ul><ul><ul><li>Directories: </li></ul></ul><ul><ul><ul><li>Twellow </li></ul></ul></ul><ul><ul><ul><li>Industry listings </li></ul></ul></ul>Making Connections
  21. 21. Pick your starting point <ul><li>Start Today! </li></ul>Making Connections
  22. 22. Pay attention <ul><li>Listen to what’s being said about your organization, your industry (RSS feeds) </li></ul><ul><ul><li>Twitter Search </li></ul></ul><ul><ul><li>Google Search (blogs & news) </li></ul></ul><ul><ul><li>Technorati </li></ul></ul>Making Connections
  23. 23. Pay attention <ul><li>Who are others following, talking about </li></ul><ul><ul><li>Friend your friend’s friends </li></ul></ul><ul><li>What is being said about your topic </li></ul><ul><ul><li>Watch the trends </li></ul></ul>Making Connections
  24. 24. Participate <ul><li>Respond to questions, clarify, add more info </li></ul><ul><li>Contribute to the conversation </li></ul><ul><ul><li>Press releases aren’t enough </li></ul></ul>Making Connections
  25. 25. Social Media for Business <ul><li>Blogs </li></ul><ul><li>YouTube </li></ul><ul><li>Facebook </li></ul><ul><li>Twitter </li></ul><ul><li>LinkedIn </li></ul>
  26. 26. Blogs <ul><li>Things to know about blogs: </li></ul><ul><ul><li>Easy to maintain </li></ul></ul><ul><ul><li>Search engines love them </li></ul></ul><ul><ul><li>Easy to subscribe </li></ul></ul><ul><ul><li>Cheap or free </li></ul></ul><ul><ul><li>Encourages reader interaction </li></ul></ul><ul><ul><li>Great tool to create branding </li></ul></ul>Making Connections
  27. 27. Blogs <ul><li>Katie Laird </li></ul><ul><ul><li> </li></ul></ul>Making Connections RSS Feed
  28. 28. Blogs <ul><li>Places to get a blog, free or cheap </li></ul><ul><ul><li> </li></ul></ul><ul><ul><li> </li></ul></ul><ul><li>RSS Feeds & Readers </li></ul><ul><ul><li> </li></ul></ul><ul><ul><li> </li></ul></ul>Making Connections
  29. 29. Blogs <ul><li>Comments </li></ul>Making Connections
  30. 30. Playing with video on YouTube <ul><li>YouTube Search is the second most popular search tool on the Internet </li></ul><ul><li> </li></ul>Making Connections
  31. 31. Facebook: not just for college kids <ul><li>Facebook: 4th most highly visited Website </li></ul><ul><li>200+ million active users </li></ul><ul><li>More than 6 million users become fans of pages every day </li></ul><ul><li>More than 30 million active usergroups </li></ul><ul><li>More than 2.5 million events created each month </li></ul><ul><li>The fastest growing demographic: ages 35 and older </li></ul>Making Connections
  32. 32. Facebook useful in many forms <ul><li>Build community </li></ul><ul><ul><li>Friends, groups & networks </li></ul></ul><ul><ul><li>Create profiles </li></ul></ul><ul><ul><li>Show what’s important to YOU </li></ul></ul><ul><li>Communicate </li></ul><ul><ul><li>Share content, links, ideas </li></ul></ul><ul><ul><li>Recommend groups (or people) </li></ul></ul>Making Connections
  33. 33. Facebook <ul><li>Personal Pages vs. Fan Pages vs. Groups </li></ul><ul><ul><li>Personal pages have a limit of 5,000 friends, tie-in to Twitter & other tools, pull in blog entries </li></ul></ul><ul><ul><li>Groups allow discussion boards and multiple admins, but not events </li></ul></ul><ul><ul><li>Fan pages allow unlimited followers, multiple admins, and many events (which can be sent to followers) </li></ul></ul><ul><li>Privacy settings </li></ul><ul><ul><li>You can decide who sees what in personal pages, based on lists </li></ul></ul><ul><li>Lists </li></ul><ul><ul><li>You can divide your friends into different lists </li></ul></ul><ul><li>Advertising </li></ul><ul><ul><li>Cost-effective & specific </li></ul></ul><ul><li>Username </li></ul><ul><ul><li> </li></ul></ul>Making Connections
  34. 34. Twitter includes others in the dialogue <ul><li> </li></ul>Making Connections
  35. 35. LinkedIn <ul><li> </li></ul>Making Connections
  36. 36. Tools to consider <ul><li>Twitter </li></ul><ul><ul><li> </li></ul></ul><ul><ul><ul><li>Gives analytics on links </li></ul></ul></ul><ul><ul><ul><li>Allows post-dated Tweets </li></ul></ul></ul><ul><li>Facebook & Twitter </li></ul><ul><ul><li> </li></ul></ul><ul><ul><ul><li>web & desktop </li></ul></ul></ul><ul><ul><li> </li></ul></ul><ul><ul><ul><li>desktop </li></ul></ul></ul><ul><ul><li> </li></ul></ul><ul><ul><ul><li>Desktop </li></ul></ul></ul><ul><ul><ul><li>Social media & email & blogs </li></ul></ul></ul>
  37. 37. Tips <ul><li>Follow a schedule </li></ul><ul><ul><li>Create an editorial calendar </li></ul></ul><ul><ul><li>Go online at regular times/days </li></ul></ul><ul><li>Be consistent </li></ul><ul><ul><li>Don’t disappear </li></ul></ul><ul><ul><li>Use similar tone, vocabulary, message </li></ul></ul><ul><ul><li>Treat everyone the same </li></ul></ul><ul><li>Multi-task </li></ul><ul><ul><li>Cross-post </li></ul></ul><ul><ul><li>Automate </li></ul></ul>
  38. 38. Things I’ve learned <ul><li>The tool isn’t what’s important, what’s important is how you use it. </li></ul><ul><li>Be aware of what you’re trying to do. It’s important to have a goal when approaching these tools. </li></ul><ul><li>Be aware of your limitations. Social media can be time intensive, and most of us have limited resources, so don’t try to do everything at once. </li></ul>Making Connections
  39. 39. Things I’ve learned <ul><li>If you begin engaging your audiences, then be prepared to start receiving complaints, suggestions and questions via those new channels, whether that’s your intent or not. </li></ul>Making Connections
  40. 40. Things I’ve learned <ul><li>LEARN FROM WHAT YOU’VE DONE, & ADJUST. </li></ul>Making Connections
  41. 41. Q&A <ul><li>Questions? </li></ul>Making Connections
  42. 42. Where to find me <ul><li>[email_address] </li></ul><ul><li> </li></ul><ul><li> </li></ul><ul><li> </li></ul><ul><li>(713) 568-5604 </li></ul>Making Connections