Social Media 101 by Banyan Communications

social media 101

Monday, August 17, 2009

authors: chris koch & kathleen souder
ckoch@banyancom.com | ksouder@banyancom.com
ph: 636.328.0221 | tw: @banyancom

Wednesday, August 12, 2009

1. a simple social media
metaphor


I mean,
I use only Tide.


information spreading ﬂuidly
among trusted sources.


Social Media isn’t a new thing.
It’s a new way of doing very old things.


the old way.


In the broadcast world,
information emanates from a single source.

In order to reach more listeners,
the source essentially has to get louder.


How loud?

The average American is encounters
around 245 advertising messages every day.


The louder it gets, the more inclined we
are to block out the noise.


and the solution?


The incredible power of authentic human
conversation or... tell your friends and family.


Exponential...


Exponential... and self-reinforcing.


2. what is social media?


Social Media:
digital tools for sharing and discussing information
between people.*

* deﬁnition provided by Wikipedia, as of
September 2008. Work on this deﬁnition began on
July 9th 2006.
it has been revised over 500 times
by hundreds of authors.


Social Media:
between people.

• principally internet and mobile
• designed to meet a natural desire or need


Social Media:
between people.

three key actions of social media:
• connect.
• curate.
• contribute.


Social Media:
between people.

social media exist to facilitate, ﬁlter, and
authenticate conversation between human
beings.


The conversation is happening.
It’s up to you to shape it.


social media in action.


domerks!(7:52:06!PM): you know I can't really do my theory of social media justice via
instant messenger
domerks!(7:52:12!PM): however
domerks!(7:52:20!PM): i find it fascinating
domerks!(7:52:29!PM): i find fitting it into a business model fascinating
domerks!(7:52:39!PM): i find trying to fit it into a government/bureau model fascinating
hollywood5nd!(7:52:39!PM): well
domerks!(7:52:48!PM): b/c it’s like oil and water
hollywood5nd!(7:52:49!PM): because it's trying to take something that is by nature
organic
hollywood5nd!(7:52:57!PM): and sort of will it to go in a certain way
domerks!(7:53:01!PM): well
domerks!(7:53:02!PM): see
domerks!(7:53:03!PM): kinda sorta
hollywood5nd!(7:53:08!PM): the parable of the trellis?
domerks!(7:53:11!PM): what’s that?
hollywood5nd!(7:53:38!PM): oh
hollywood5nd!(7:53:42!PM): it's this thing my boss loves
hollywood5nd!(7:53:47!PM): about how like
hollywood5nd!(7:53:57!PM): a trellis is one of those things in a garden that vines grow up

hollywood5nd!(7:54:15!PM): and, the trellis doesn't
control how the vines grow, but it gets them to where
they've got to go.


The three key rules of Social Media:
• listen intently.
• reach out authentically.
• participate consistently.


3. overview of social media
tools


The Social Media landscape includes many, many tools
and platforms:
• blogs
• social networking sites
• user content networks – video and photo sites
• wikis
• micromedia – twitter and text messages
• user-customized experiences – RSS, apps and

widgets

But new platforms are created all the time, and the
lines between tools are blurring.


Tools change, but the fundamental actions of
Social Media – connect, curate and contribute –
remain consistent.

Social Media tools may be best understood through in
the context of these actions.


1. Connect:
the use of Social Media tools to develop and maintain two-
way relationships and form interwoven social networks.


1. Connect: social networking on facebook


1. Connect: social networking on govloop


1. Connect: conversations on twitter


2. Curate:
the use of Social Media tools to tag and share content and
build online experiences most relevant to a user’s interests
or needs.


2. Curate: social bookmarking on digg


2. Curate: shared media on facebook


2. Curate: share functions on New York Times


2. Curate: hash-tagging on twitter


3. Contribute:
the use of Social Media tools to create, add and share media,
content or conversations.


3. Contribute: posts on blogs


3. Contribute: comments on Ning


3. Contribute: user video on YouTube


3. Contribute: microblogging on twitter


4. social media for behavior
change


why is Social Media such a powerful tool
for behavior change?
In social media, the lines between our real lives and
digital lives are disappearing
allowing messages to travel ﬂuidly between our on-line
activities and off-line values, attitudes, and behaviors –
and back again.


people are most eager to share what’s most
meaningful to them.


the more meaningful the message, the more
powerful Social Media tools can be.


Social Media users seeking
answers about real-world
smoking behavior.


Three approaches for affecting behavior
through Social Media:
• social marketing
• social psychology
• social ecology


Messages can be crafted and delivered to in ways that
inﬂuence attitudes, encourage action and promote positive
behavior change.
• social ecology


The dynamics of the relationships that make up social
media networks can be leveraged to invest audience
members in a message and turn them into promoters.!
• social ecology


• social ecology
Engagement with messages and lasting behavior change
can be secured by understanding and addressing audiences
through their individual, relational, communal and
societal contexts.


The Model of Social Ecology:

individual



individual relationship



individual relationship community



individual relationship community society


Social Media connects conversation
at every level.


Effective Social media strategies inﬂuence
the conversation at every level.


5. social media and federal
agencies


GSA Social Media Agreements
Throughout 2009, the General Services Administration has
struck agreements with many social media platforms to
overcome the liability and sunshine roadblocks that have
hindered Federal Agencies from interacting with the
public on-line.


GSA Social Media Agreements
Presently the list of social networking platforms with
compliant Terms of Service includes:
• Facebook • Vimeo
• MySpace • blip.tv
• Twitter • Blist
• Flickr • AddThis
• YouTube

New agreements are currently being added.


Federal agencies using Social Media



DHHS Blog


CDC on YouTube


DHHS on Twitter


aids.gov on facebook

Despite impressive forward steps, Social Media
outreach by Federal agencies has thus far
tended to be:
• limited in scope
• one-directional
• inconsistent


6. NCI and Social Media


Beneﬁts of a Social Media Strategy
• Provides qualitative and quantitative insight into the
existing Social Media landscape surrounding a topic.
• Organizes messages and workﬂow to ensure effective,
consistent engagement.
• Elevates engagement above Social Media for Social
Media’s sake by leveraging tested approaches.
• Educates stakeholders, partners and proxies to extend
reach and depth of engagement.
• Allows for measurement of impact and adaptation to
strengths and weaknesses.


NCI Pregnant Smoking Cessation
Phase 1 – Lurking and Environmental Scan: Complete

Highlights of Phase 1 ﬁndings:
• 7.5 mentions per hour for most popular search terms
5460 per month.
• Helpful tone is critical; conversations turn emotional
quickly.
• Medical advice needs to be given by professionals.
• Follow up is important; don’t hit and run.


NCI Pregnant Smoking Cessation
Phase 2 – Strategic Recommendation: Ongoing

Phase 3 – Implementation and Initial Engagement

Phase 4 – Strategic Outreach

Phase 5 – Measurement


There's no way to fully
control a grassroots
conversation or movement.

But you can plant a stake in
the ground.!


class dismissed.


Social Media 101 by Banyan Communications

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