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Ali Social Media Conference Edmonton - Introduction to Social Media


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Stuart Crawford of ULISTIC presents an Introduction to Social Media during the January 2010 ALI Social Media Government conference.

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Ali Social Media Conference Edmonton - Introduction to Social Media

  1. 1. Social Media 101 How To Connect With Your Citizens And Colleagues Using The Latest Technologies
  2. 2. Goals for our time today <ul><li>Integrate social media into your organization </li></ul><ul><li>Use social networking to connect and feed off others </li></ul><ul><li>Why blog, tweet, link up and create followings? </li></ul><ul><li>How and what to write </li></ul><ul><li>How to get your message out there </li></ul><ul><li>Exercises, Group Discussion and Questions </li></ul>
  3. 3. Integrate Social Media Into Your Organization
  4. 4. What is Social _______? <ul><li>Social media is different than social networking </li></ul><ul><li>Social media is about the tools and social networking is the act of creating connections </li></ul><ul><li>Social networking is about sharing information </li></ul><ul><li>Social networking is not about self promotion </li></ul><ul><li>Social networking is about connecting </li></ul><ul><ul><li>with like-minded people </li></ul></ul><ul><ul><li>with your colleagues </li></ul></ul><ul><ul><li>With those you want to learn from you </li></ul></ul>
  5. 5. Social Networking is NOT about Tools and Technology Social Media provides tools Communicate and Interact
  6. 6. Social Networking Over The Years <ul><li>My grandfather was a social networking master in the 1930's </li></ul><ul><li>How about... </li></ul><ul><ul><li>PT A meetings </li></ul></ul><ul><ul><li>Coffee klatches </li></ul></ul><ul><ul><li>Sporting Events </li></ul></ul><ul><li>Social Networking is the act of engaging in conversations, soliciting feedback and connecting people. </li></ul>
  7. 7. Who Engages in Social Networking
  8. 8. The 6 “I's” of Social Networking <ul><li>Information </li></ul><ul><li>Ideas </li></ul><ul><li>Insight </li></ul><ul><li>Issues </li></ul><ul><li>Individuals </li></ul><ul><li>Intelligence </li></ul>
  9. 9. Welcome to the “C” Generation <ul><li>What is the “C” Generation? </li></ul><ul><ul><li>CROWDSOURCE </li></ul></ul><ul><li>What is Crowdsourcing? </li></ul><ul><li>How can Crowdsourcing benefit you? </li></ul><ul><li>Who or what is available in your organization? </li></ul><ul><ul><li>Colleagues </li></ul></ul><ul><ul><li>Peer Groups </li></ul></ul><ul><ul><li>External Sources </li></ul></ul><ul><li>How can you use your social networks to help you? </li></ul>
  10. 10. Why Crowdsource? <ul><li>Connect us with them – Generation “C” </li></ul><ul><li>A wealth of ideas exist outside your own groups </li></ul><ul><li>Build online communities around a particular interest or cause </li></ul><ul><li>Someone of ANY age who is actively using social media and engages others on the Internet with a “3.0” mindset: creative, collaborative and community oriented. </li></ul>
  11. 11. <ul><li>What are some of the challenges facing communications in your organization today? </li></ul><ul><li>Exercise: Determine your strategy </li></ul><ul><ul><li>Work with your colleagues on how you can connect </li></ul></ul><ul><ul><li>Spend 10 minutes discussing what information you can share online </li></ul></ul><ul><ul><ul><li>Focus on your message, what information can you share? </li></ul></ul></ul><ul><ul><ul><ul><li>Internal </li></ul></ul></ul></ul><ul><ul><ul><ul><li>External </li></ul></ul></ul></ul><ul><ul><ul><li>Don't think about tools, just your message </li></ul></ul></ul><ul><li>Share: your thoughts with the group </li></ul>From What You Know Today...
  12. 12. Social Media Success Story <ul><li>A Bcer in Toronto </li></ul><ul><li>Liberal blog </li></ul><ul><li>Jeff Jedras – IT journalist </li></ul><ul><li>Traditional media looks to Jeff as a source </li></ul><ul><li>Reaches people who are like-minded </li></ul>
  13. 13. Even Premier Ed is using... <ul><li>Premier Ed Stelmach fields questions on Twitter </li></ul><ul><li>Answers on YouTube and his own “Ask Premier Ed” website </li></ul><ul><li>@premierstelmach </li></ul>
  14. 14. Internal vs. External <ul><ul><li>Is your social networking strategy? </li></ul></ul><ul><ul><ul><li>Internal use – connect with employees </li></ul></ul></ul><ul><ul><ul><li>External use – connect with citizens </li></ul></ul></ul><ul><ul><li>What tools are available to you? </li></ul></ul><ul><ul><ul><li>Internal Intranet site </li></ul></ul></ul><ul><ul><ul><li>Private blogs </li></ul></ul></ul><ul><ul><ul><li>Instant messaging </li></ul></ul></ul>
  15. 15. What Is The End Goal? <ul><ul><li>More work with your partner </li></ul></ul><ul><ul><li>What do you want to achieve with your social media activities? </li></ul></ul><ul><ul><ul><li>Who are you looking to attract? </li></ul></ul></ul><ul><ul><ul><li>What is your message? </li></ul></ul></ul><ul><ul><ul><li>Can you make it viral? </li></ul></ul></ul><ul><ul><li>What tools are available to you? </li></ul></ul>
  16. 16. Remember: Media vs. Network <ul><ul><li>Focus on the Social Media tools </li></ul></ul><ul><ul><ul><li>Connect with your audience </li></ul></ul></ul><ul><ul><ul><li>Build your network </li></ul></ul></ul><ul><ul><ul><li>Platform to share your message </li></ul></ul></ul><ul><ul><li>Remember your network is </li></ul></ul><ul><ul><ul><li>The people you connect with </li></ul></ul></ul><ul><ul><ul><li>The people you share with </li></ul></ul></ul><ul><ul><ul><li>The people who help you </li></ul></ul></ul>
  17. 17. What tools are available? Which ones should you choose?
  18. 18. Blogs <ul><ul><li>Why do you blog? </li></ul></ul><ul><ul><li>Ties in all your online communication into one centralized and searchable website </li></ul></ul><ul><ul><li>External blogs are used to connect with </li></ul></ul><ul><ul><ul><li>Special interest groups – Chambers of Commerce </li></ul></ul></ul><ul><ul><ul><li>Corporations with citizens – Oil & Gas groups </li></ul></ul></ul><ul><ul><ul><li>Government departments – MLAs or Committees </li></ul></ul></ul><ul><ul><ul><li>City happenings – Parks, Road or Snow Removal </li></ul></ul></ul><ul><li>Blogs can and will generate immediate feedback </li></ul>
  19. 19. Article Marketing <ul><ul><li>If you are writing blogs, you are writing articles </li></ul></ul><ul><ul><li>Publish article type blog posts to Article services </li></ul></ul><ul><ul><ul><li> </li></ul></ul></ul><ul><ul><ul><li> </li></ul></ul></ul><ul><ul><ul><li> </li></ul></ul></ul><ul><ul><ul><li> </li></ul></ul></ul><ul><ul><ul><li> </li></ul></ul></ul><ul><ul><li>Provides the ability for a “call to action” </li></ul></ul><ul><ul><li>Include full bio in your profile </li></ul></ul>
  20. 20. YouTube - <ul><ul><li>The use of video is on the rise </li></ul></ul><ul><ul><li>Create new connections with your audience </li></ul></ul><ul><ul><li>Use video in your blogs to draw in the viewer </li></ul></ul><ul><ul><li>If a picture says a thousand words, then video is millions </li></ul></ul><ul><ul><li>Viral, easily spread online </li></ul></ul><ul><ul><li>Google offers free branded YouTube channels for Government ( ) </li></ul></ul>
  21. 21. BlogTalkRadio - <ul><ul><li>Podcasts and the use of audio are also on the rise </li></ul></ul><ul><ul><li>Ipod and MP3 players </li></ul></ul><ul><ul><li>Interview key personal, newsmakers and others to engage and share stories </li></ul></ul><ul><ul><li>Yes, even you can become “David Rutherford” </li></ul></ul><ul><ul><li>All about connections </li></ul></ul>
  22. 22. Facebook - <ul><ul><li>How can government agencies use Facebook? </li></ul></ul><ul><ul><ul><li>Post public information </li></ul></ul></ul><ul><ul><ul><li>Host a community centre, city or group website </li></ul></ul></ul><ul><ul><ul><li>Share your organizational history </li></ul></ul></ul><ul><ul><li>How is this done on Facebook? </li></ul></ul><ul><ul><ul><li>Fan pages </li></ul></ul></ul><ul><ul><ul><li>Groups </li></ul></ul></ul><ul><ul><ul><li>Facebook Ads </li></ul></ul></ul>
  23. 23. Facebook Fan Page <ul><li>Post relevant information </li></ul><ul><li>Feed Blogs and Twitter posts automatically </li></ul><ul><li>Connect with members </li></ul><ul><li>Post photos </li></ul><ul><li>Schedule events </li></ul>
  24. 24. LinkedIn - <ul><ul><li>Primarily used as a B2B tool </li></ul></ul><ul><ul><li>Global reach </li></ul></ul><ul><ul><li>Connect with colleagues through </li></ul></ul><ul><ul><ul><li>One on One connections </li></ul></ul></ul><ul><ul><ul><li>Group memberships </li></ul></ul></ul><ul><ul><ul><li>Questions/Answers </li></ul></ul></ul><ul><ul><li>Over 10,000 LinkedIn Users “Canadian Government” </li></ul></ul><ul><ul><li>4,600 users “Alberta Government” </li></ul></ul><ul><ul><li>Free vs. Paid </li></ul></ul>
  25. 25. 5 Ways You Can Use LinkedIn <ul><ul><li>Recruit for open positions </li></ul></ul><ul><ul><li>Job candidate references and recommendations </li></ul></ul><ul><ul><li>Create discussions with industry through LinkedIn groups </li></ul></ul><ul><ul><li>Engage the public in conversations </li></ul></ul><ul><ul><li>Create cross-department, territory and international connections </li></ul></ul>
  26. 26. Twitter - <ul><ul><li>Real Time Web, limited to 140 characters </li></ul></ul><ul><ul><li>Twitter is the instant conduit of the Internet </li></ul></ul><ul><ul><li>All sources can be fed to readers through Twitter </li></ul></ul><ul><ul><li>Target particular users or geographies with #hashtags </li></ul></ul><ul><ul><ul><li>#YEG – Edmonton </li></ul></ul></ul><ul><ul><ul><li>#YYC – Calgary </li></ul></ul></ul><ul><ul><ul><li>#AB – Alberta </li></ul></ul></ul><ul><ul><li>Become a “Twitter Lurker” </li></ul></ul>
  27. 27. Government on Twitter
  28. 28. Online Surveys <ul><ul><li>Survey your readers </li></ul></ul><ul><ul><li>Get your fingers on the pulse </li></ul></ul><ul><ul><li>View results in real time </li></ul></ul><ul><ul><li> </li></ul></ul><ul><ul><ul><li>Free </li></ul></ul></ul><ul><ul><ul><li>Paid </li></ul></ul></ul>
  29. 29. Govloop - <ul><ul><li>Created to connect US Government employees with each other to share best practices </li></ul></ul><ul><ul><li>Connects 21,000 US Government employees </li></ul></ul><ul><ul><li>Canadian site at </li></ul></ul><ul><ul><li>Govloop on Facebook </li></ul></ul><ul><ul><li>Govloop on Twitter @govloop </li></ul></ul>
  30. 30. Discussions <ul><ul><li>Link up with your colleagues </li></ul></ul><ul><ul><ul><li>What tools do you see your organization using? </li></ul></ul></ul><ul><ul><ul><li>How do you find them fitting in your daily routine? </li></ul></ul></ul><ul><ul><li>Share with group </li></ul></ul>
  31. 31. Attracting the Reader Writing Styles
  32. 32. The Internet = Information Highway <ul><ul><li>The Information Highway </li></ul></ul><ul><ul><li>Not the good looking website highway </li></ul></ul><ul><ul><li>Content is KING </li></ul></ul><ul><ul><li>The more you write, the more you can be found </li></ul></ul><ul><ul><ul><li>Internally and external </li></ul></ul></ul><ul><ul><ul><li>Search does occur inside an organization </li></ul></ul></ul><ul><ul><li>Emphasis on keywords </li></ul></ul>
  33. 33. Using Links <ul><ul><li>Use links whenever possible </li></ul></ul><ul><ul><li>Link to external and internal sites </li></ul></ul><ul><ul><li>Highlight key words and phrases </li></ul></ul><ul><ul><ul><li>Helps with SEO </li></ul></ul></ul><ul><ul><ul><li>Shows relevance </li></ul></ul></ul>
  34. 34. Always Add Text <ul><ul><li>Add summary and transcripts with your videos </li></ul></ul><ul><ul><li>Add text descriptions to your podcasts </li></ul></ul><ul><ul><li>Add text to video, images and other objects allows Google to index your items </li></ul></ul>
  35. 35. Keeping on top of what is being said
  36. 36. Reputation Management <ul><ul><li>Downsides of social media </li></ul></ul><ul><ul><ul><li>Fakes can be setup easily </li></ul></ul></ul><ul><ul><ul><li>Negative comments exist </li></ul></ul></ul><ul><ul><ul><li>Good/bad PR happens </li></ul></ul></ul><ul><ul><li>What services are available to help you? </li></ul></ul><ul><ul><ul><li>Google Alerts ( ) </li></ul></ul></ul><ul><ul><ul><li>Yahoo Alerts – ( </li></ul></ul></ul><ul><ul><ul><li>RSS feed subscriptions to search results </li></ul></ul></ul><ul><ul><ul><li>Social media via tags:,, </li></ul></ul></ul>
  37. 37. How Do You React? <ul><ul><li>What possible examples exist? </li></ul></ul><ul><ul><ul><li>Discussions about Alberta power lines </li></ul></ul></ul><ul><ul><ul><li>City planning </li></ul></ul></ul><ul><ul><ul><li>Snow removal </li></ul></ul></ul><ul><ul><ul><li>Politics in general </li></ul></ul></ul><ul><ul><li>Research the situation, is there merit? </li></ul></ul><ul><ul><li>If not, provide facts and ask for corrections </li></ul></ul><ul><ul><li>If yes, then offer to discuss </li></ul></ul><ul><ul><li>Be ready to respond with your own blog </li></ul></ul><ul><ul><li>Be honest, be transparent and LISTEN </li></ul></ul><ul><ul><li>Avoid debating with simple attention seekers </li></ul></ul>
  38. 38. What about Google Sidewiki? <ul><ul><li>What is Google Sidewiki? </li></ul></ul><ul><ul><li>How does it work? </li></ul></ul><ul><ul><li>What are the benefits? </li></ul></ul><ul><ul><li>What are the risks? </li></ul></ul>
  39. 39. How do you get started?
  40. 40. Steps To Getting Started <ul><ul><li>Why? Tie to mission, goals, objectives, needs and gaps </li></ul></ul><ul><ul><li>Who” Assign owner/contributors; define audience </li></ul></ul><ul><ul><li>How? Decide which tools best meet goals </li></ul></ul><ul><ul><li>What? Content is the key to success </li></ul></ul><ul><ul><li>When? Create a schedule to implement and evaluate </li></ul></ul>
  41. 41. Social Media In 2010 <ul><ul><li>Transparency </li></ul></ul><ul><ul><li>Accountability </li></ul></ul><ul><ul><li>Participation </li></ul></ul><ul><ul><li>Recruitment </li></ul></ul><ul><ul><li>Retention </li></ul></ul><ul><ul><li>Efficiency </li></ul></ul><ul><ul><li>Communication </li></ul></ul><ul><ul><li>Knowledge Transfer </li></ul></ul>
  42. 42. Keep In Mind <ul><ul><li>Social media is not just for the kids </li></ul></ul><ul><ul><li>Education and training </li></ul></ul><ul><ul><li>Sensitivity for all ages, creed and culture </li></ul></ul><ul><ul><li>We need to lead, your followers are expecting it </li></ul></ul><ul><ul><li>Go after new blood, use social networks to find new people </li></ul></ul><ul><ul><li>Once you get them, keep them </li></ul></ul><ul><ul><li>Roll out, don't launch </li></ul></ul>
  43. 43. - <ul><li>Stuart R. Crawford, Senior Internet Consultant </li></ul><ul><ul><ul><li>Building business on the net since 1997 </li></ul></ul></ul><ul><ul><ul><li>Internet Consulting </li></ul></ul></ul><ul><ul><ul><li>Search Engine Optimization </li></ul></ul></ul><ul><ul><ul><li>Social Media, coaching and pools </li></ul></ul></ul><ul><ul><ul><li>Domain name acquisition, retrieval, ownership and rights </li></ul></ul></ul><ul><ul><ul><li>Design and development specifications </li></ul></ul></ul><ul><ul><ul><li>Training, Seminars and Coaching </li></ul></ul></ul>&quot;You probably saved me $3K today in your advice with the domain name, I can see great value in your knowledge & experience. I look forward to working with you to ensure the success of my website/business.&quot; , Matt B.
  44. 44. Thank You <ul><li>Contact Information </li></ul><ul><li>Stuart R. Crawford 403.775.2205 </li></ul><ul><li>[email_address] </li></ul>