The document provides an overview of social media tools and strategies, emphasizing the importance of having a clear social media strategy that aligns with organizational goals. Key components discussed include various platforms such as blogs, microblogging, social networks, and multimedia sharing, along with a framework for managing online presence. Recommendations for getting started are also included, highlighting the need to engage with the audience through listening and participation.

1. Introduction to Social Media ToolsJuly 2009Bill Johnston – Forum One Networks

2. Today’s TopicsSocial Media StrategyOnline Presence FrameworkSocial Media Tools OverviewBlogs / Microblogging (a.k.a Twitter)Social NetworksPhoto & Video SharingSocial BookmarkingPodcastingWikis & Social Documents

3. Social Media Strategy

4. Social Media Strategy‘If you don't know where you are going,any road will get you there.'Common Objections:Time requiredAudienceEffectivenessLoss of message controlRelevanceSolution = Strategy (Focus)Key Strategy Components:Org’s communication goalsAudience’s needs & preferencesPresence frameworkPolicies Start By Listening (and Discovery)

5. Social Media StrategyWhat are you trying to accomplish? Some Examples:Listening LearningConnectingEducatingBuilding awarenessFundraisingFinding / empowering evangelistsReaching younger demographicReaching traditional media

6. Key Tools

7. Online Presence Framework

8. Online Presence FrameworkHome Base –Priority 1 (50% of your time budget)“Social” portion of your hosted presenceOutposts – Priority 2 (40% of your time budget)Key social sites that you actively participate inPassports – Priority 3 (10% of your time budget)Profiles on lower priority social sitesMostly to listen, occasionally participateNote: Presence management framework derived from original work by Chris Brogan

9. Presence Framework

10. Social Media Tools Overview

11. Blogs & Microblogging

12. BlogsAn online journal featuringopinion and commentary.Blogs are a “voice”…and acommitment!Important compliment to the “official” siteOpportunity for more conversational / experimental contentOur “oral tradition” – building social capital via storytellingPower lies in interaction: comments, trackbacks and cross-linking

13. Starting a BlogListenParticipate (via Comments)DecideGoalsNameApproachEditorsScheduleMetrics of Success

14. BlogsRWJF Blogs:Health Reform: http://rwjfblogs.typepad.com/healthreform/Pioneer Portfolio: http://blogs.rwjf.org/Reclaiming Futures: http://blog.reclaimingfutures.org/Others of note:WSJ Health Blog: http://blogs.wsj.com/health/Chicago Tribune Health Blog: http://newsblogs.chicagotribune.com/triage/National Journal Health Care Blog: http://healthcare.nationaljournal.com/Health Affairs Blog: http://healthaffairs.org/blog/Paul Krugman: http://krugman.blogs.nytimes.com/The Health Care Blog: http://www.thehealthcareblog.com/

15. Microblogging & TwitterShort (140 character) status updates. Conversation-based relationships, built one tweet at a time.ListeningExposure for your orgFind relationshipsBlog amplifierOnline mobilizationGetting StartedFind & follow the leadersAdd your contactsRetweetReplyAsk questionsPost links / original thoughts

16. Social Networks

17. Social NetworksConnecting via existing relationships &discovering via shared interests &experiences Common Elements:ProfileWallNews FeedFriendsFriend Suggestions

18. LinkedInDe-facto online professionalnetwork An interactive CVProfessional profile (+external content)

19. Contacts (1st – 3rd degree)

20. Recommendations

21. Groups

22. Events

23. Q&A

24. Job PostingsGetting StartedCreate your profile

25. Add connections

26. Creating a group is low cost / low impact way to experimentFacebookLargest Social Network: Over 1Million members sign in daily Profile-based experience;“friends” + “fans” builds networkPersonal profile

27. Organization Fan Pages

28. Groups

29. Applications

30. Advertising

31. Facebook Connect

32. Younger audience: 80% 34 y/o >Getting StartedCreate your FB profile, add friends

33. Review groups and fan pages

34. Fan page a low cost / low impact way to experiment

35. Photo & Video Sharing

36. Photo & Video SharingPowerful media creation anddistribution tools for everyonePhotos and Video are moreEngaging than text Provide a sense of immediacy andintimacy Creation, Management &DistributionUpload & store (of course)

37. Privacy management

38. Tags

39. Comments

40. Geotagging

41. Channels / Sets

42. RSSFlickrPhoto sharing category leaderSite to share photos & short form video Members can upload, comment, tag, geotagGroupsContacts (friends)Opportunity for visual narrative – photo essaysFree / Pay Options

43. YouTubeVideo sharing category leaderMembers can upload, comment, tagChannelsContacts (friends)Informal and produced content (shows)Free (w/ Advertising)Honorable mention: blip.tv

44. Social Bookmarking

45. Social Bookmarks:Social bookmarks are used to tagand annotate contentContent discoveryPublish content streams (RSS)Helps SEOTools:Technorati – http://www.technorati.comDelicious – http://www.delicious.comDigg – http://www.digg.comStumbleUpon – http://www.stumbleupon.com

46. Social Documents

47. SlideShareShare, present and distributepresentation filesMembers can post, comment, favorite Create slidecastw/ voiceoverTools to embed / distributePaid option to capture leads

48. ScribdLargest social publisher ofdocuments.Emerging as the category leader in document publishingMembers can read, publish, comment, and shareGreat for research, whitepapers and articles

49. WikisWhat wikis do well:Private groups (intranets)People that know each otherCo-assembly (as opposed to co-editing)Non-sensitive topicsGreat for refining a topicNot great for general collaboration(The curse of Wikipedia)

50. Podcasting

51. PodcastingAudio-based series of journals /ProgramsGenerally recorded liveCan be used to repurpose audio portion of events, lectures, etcMany podcast directories, including itunesProduction can be time consumingTools like Utterli can be used for lo-fi recording

52. Resources

53. ResourcesChris Brogan – http://www.chrisbrogan.comOnline Community Report – http://www.ocreport.comThe Buzz Building – http://www.livingstonbuzz.com/blog/Influence – http://influence.forumone.com/ReadWriteWeb– http://www.readwriteweb.comMashable! – http://www.mashable.com360 Digital Influence - http://blog.ogilvypr.com/Beth Kanter’s Blog – http://beth.typepad.com

54. Getting Started: Newbie to Maven in 1 HourSet up a Google Reader Account (5 Minutes)Set up a LinkedIn or Facebook Profile (15 minutes)Create a Twitter account (15 minutes)Start listening & connecting (25 minutes)http://search.twitter.com/http://twitter.com/invitations/find_on_twitterhttp://www.google.com/alertshttp://blogsearch.google.com/http://alltop.com/

55. ResourcesOnline Community Research Networkhttp://www.onlinecommunityresearch.comForum One Networks: Serviceshttp://www.forumonenetworks.com/servicesFollow Bill:@billjohnston & @ocreport - #octribeContact Bill:bjohnston@forumone.com415.299.9638

56. Questions?