Presentation on "Choosing the Right Social Media Tools to Get Your Message Out". Some of the tools may have changes since 2012 but this is all about the basics to help you no matter what comes and goes.

1. Mike Spear
Director of Communications
Genome Alberta
Choosing the Right
Social Media Tools to
Get Your Message Out

2. • Former Canadian Broadcasting Corporation
journalist with CBCPresident's Award and Peer Awards,
Farm Writers' Award, and RTNDA awards for my
programs or newsrooms.
• SysOp with CompuServe of Columbus, Ohio in the 90’s
• Published in peer-reviewed journals
• Social Media breakfast organizer & moderator
• Part of our National genetics and society team
• Owned a Newton, Palm, Psion, iPAQ, and numerous
chainsaws

3. • Genome Alberta is a not-for-profit research funding
organization
• Funded by 2 levels of government, academic institutions
and industry
• Our communications goals centre on:
• Visibility across stakeholders & demographics
• Acceptance
• Leverage
• Position ourselves for later
• Be seen as an information source

7. I share my genome

8. And that is all you need to know ……
http://explodingdog.com/title/iwasthinking.html

9. “I’m sorry it’s really not that hard. Common
sense, creativity and an understanding of your
business and your audience will get you up and
running quickly. Insights are important but you
don’t need a PhD.”
Tom Murphy, Director of Corporate Communications for
Citizenship at Microsoft. http://tpemurphy.com/blog/?p=910

10. Social Networks are not new:
“Highway of thought”
NY Times, Sept.14, 1852

11. “ A slender wire has become the highway of thought.
Messages follow each other in quick succession. Joy
spreads on the tracks of sorrow.
The arrival of a ship, news of a revolution, or a battle,
the price of pork, state of foreign and domestic
markets, missives of love, the progress of courts, the
success or discomfiture of disease, the result of
elections, and an innumerable host of social, political,
and commercial details … “
The article appeared 9 years after Morse’s first commercial telegraph line
and it ended with, “A great Future awaits us”.

12. “Social Media is not a fad – it is a fundamental
shift in the way we communicate”
The technology is new with better speed, reach, and
scope
The how, where, when, what, and to whom has not
changed
Social media and online activities and tools are a
reflection of us - not a 'new us'

13. Choosing the tools:
You Must Enter the Tiger's
Den to Catch the Cubs
Madison Avenue has always
known to enter the culture
where you want to compete

14. Genomics: The Power and the Promise November 27th and
28th in Ottawa
At the end of day 1 Tweetreach stats:
• 298 tweets
• 134,927 impressions
• 29,115 followers
Planning the social media for the event started well in advance
but was separate from the media plan

15. Prior to the event
Centre Twitter YouTube (Videos) Other
Yes – scheduled & live tweets Yes – prior to and at the event Facebook (photos and videos)
Flickr TBD
Why Genomics blog (post-event)
Social Media contact list
Please add all people from your centre that we should include when sending social media documents (e.g. the cheat sheet) and relevant Twitter
handles.
Centre Name Email Twitter handle
Social Media ‘cheat sheet’
- Listed relevant #hashtags
- Mirrored the event agenda with speaker name and twitter handle for the speaker and/or
relevant institutions
- PoliTwitter http://politwitter.ca/ used to identify relevant politicians
- Identified speaker and sponsor Twitter accounts

16. Videos
• Prior to and during the event we collected short, sharp, ‘real’ videos from
researcher, post-docs, etc asking them to tell us what they saw as the
Promise of Genomics ( which was also the main hashtag)
• Created opening and closing graphics and simply dropped the video in the
middle in Premiere Elements or iMovie on Mac, PC, or iPad
• Shot using anything from Smartphones to iPads to HD video cameras
Audio
• Set up a mini-recording studio and did BioRadio style interviews
• In the past we have live-streamed the audio for this event it was recorded,
quick edit using free Audacity software beta, and uploaded to our website
and to GenOmicsnew.ca

17. So many companies are chasing the social
media hype, thinking it is a great way to
connect with customers when they haven't
even gotten their telephone interactions with
customers' right."
--Tony Hsieh, Zappos CEO
"Better deployment of the wrong subject
won't fix the problem..." Conrad Wolfram of
Wolfram Alpha

18. Facebook:
• Monthly active users now total nearly 850 million
• 250 million photos are uploaded every day
• 20% of all page views on the web are on Facebook
• 425 million mobile users
• 100 billion connections
• Zygna’s games revenue is currently 12% of Facebook’s total income
• 2.7 billion “likes” per day
Twitter
• Over 465 million accounts with175 million tweets a day
• 1 million accounts are added to Twitter every day
• Top 3 countries on Twitter are USA at 107 million, Brazil 33 million and Japan at nearly 30 million
YouTube
• 3rd most visited website according to Alexa
• 2 billion views per day, handling 10% of the internet’s traffic
• Average YouTube user spends 900 seconds per day
• 44% of YouTube’s users are aged between 12 and 34
• Over 829,000 videos are uploaded every day
• Average video duration is 2 minutes 46 seconds
Google+
•67% of Google+ users are male
•Google “+1″ button is served more than 5 billion times daily
•It is gaining 625,000 users per day
•In less than one day the Google+ iPhone app became the most popular free application in the Apple App store
Facts about Social Media
http://www.jeffbullas.com/2012/04/23/48-significant-social-media-facts-figures-and-statistics-plus-7-infographics/

19. Go back to the basics to find your
audience

20. Knowledge is only one factor among
many influences that are likely to guide
how individuals reach judgements, with
ideology, social identity and trust often
having stronger impacts”
Bubela, Nisbet et al. (2009) Nature Biotech

21. Psychometrics Work Research Group at the Manchester
Business School peer reviewed study of social media users
As always there are ways to interpret data but:
• The way we use SoMe changes as more people adopt it,
so we'll see more changes.
• Our emotional attachments to media tools changes as the
tools’ capabilities change.
• 'Net statistics, more than many other media statistics are
about a moment in time.
• Stats more important at the engagement level

22. Government & non-profits tend to
polarize.
“A politician's job is never to inform
you, it's to persuade you. Public debate
is about mitigating risk.”
Clay Johnson at MESH 2012 in Toronto. Author of the Information Diet
http://www.informationdiet.com/

23. • Integrate, Integrate, Integrate
• Reuse, Recycle, Reduce

24. GenOmics News http://genomicsnews.ca
• Built on Facebook plumbing and Ruby
on Rails for the structure.
• Ruby on Rails is highly modular and was
how the original Twitter site was built.

26. We chose SM route because:
• Cheap
• Easy
• Intuitive
• Replaces other tools
• Risk free

27. Planning
Social Media Research 8-25 hours
Social Media Planning 10-20 hours
Blog
Creation 10-15 hours
Development 40 hours
Maintenance 5 hours/week
LinkedIn
Creation 1 hour
Development 5-15 hours
Maintenance 3-10 hours/week
Facebook (Fan or Group Page)
Creation 3-12 hours
Development 10-50 hours
Maintenance 7-15 hours/week
Twitter
Creation 1 hour
Development 15-40 hours
Maintenance 3-7 hours/week
YouTube (branded channel)
Creation 3 hours
Development 5-20 hours
Maintenance 2-7 hours/week
One and a half staff
needed to look after social
media channels
from a blog post by James Bennett,
Head of Content, Melcrum
Also see: Social Media Budget –
How Much Should You Invest?
http://www.tribalcafe.co.uk/social
-business/social-media-marketing-
budget/

28. Yoza.mobi cell phone stories
Ushahidi.com an open source project to facilitate
information collection, mapping, and interpretation
iCOW http://www.icow.co.ke/ is an agricultural
platform, developed for small scale farmers,
accessible by mobile phone and web
TERA (Trilogy Emergency Response Application) allows
two way communication via SMS text messaging with
disaster affected people

29. David & Goliath

30. mspear@genomealberta.ca
@mikesgene or @GenomeAlberta
http://genomicsnews.ca
http://www.genomealberta.ca/blogs
http://www.slideshare.net/mspear