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Social Media 101


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This Social Media 101 workshop was geared to a government audience. But the slides are equally useful for corporate and small business managers interested in starting or improving a social media program.

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Social Media 101

  1. 1. Social Media 101
  2. 2. Threat advisory is “elevated” This says it all Despite Department of Defense’s “elevated” threat level, acceptance of social media as a way of communicating – and staying in touch – so important for members of the military – is now mainstream.
  3. 3. Discussion What is your goal for today? FOSE 2010 Workshop March 25, 2010 Washington DC All slides in this deck copyright Debbie Weil, 2010 Convention Center
  4. 4. Workshop Agenda What will you achieve using social media? How will you measure success? What is your biggest challenge or obstacle? Case Study: Mayo Clinic Overview of social media tools Twitter and blogging tutorial GUEST SPEAKERS
  5. 5. What will you achieve using social media? Proof Point: •  Increase awareness of your brand or agency Dell’s social media efforts •  Increase positive / decrease negative mentions resulted in negative online sentiment declining from •  Improve customer service 48% to 23% from August •  Drive traffic to a specific site for sales or downloads 2006 to mid-2008, according to Dell’s •  Create platform for 24X7 crisis communications Richard Binhammer •  Collect feedback from stakeholders (Senior Mgr, Corporate •  Knowledge management (internal use) Comms) •  Innovate through collaboration and crowdsourcing •  Thought leadership for senior managers •  Build a community of evangelists Fulfill the Open Government Directive issued by Pres. Obama in Dec. 2009
  6. 6. Benefits of crowdsourcing NetFlix awarded $1M prize to outside developers who improved its movie recommendation engine. Amazon’s Mechanical Turk lets you choose HITs (Human Intelligence Tasks) and work when / where you want. GeniusRocket and CrowdSpring crowdsource creative design (including Web design, videos and logos) at remarkably low prices. My Starbucks Idea has crowdsourced thousands of espresso drink, merchandizing, payment, customer involvement ideas. TSA (Transportation Safety Administration) actively solicits feedback through
  7. 7. Metrics: How Will You Measure Success? The results of using social media can be tied to a business objective, just as they can for any communications strategy. For example, measure increase or decrease in: •  Awareness (number of mentions – positive or negative) •  Sales or Downloads •  Service (surveys – compare year over year) •  Other ideas? Also consider ROI: Return on Ignoring (cost of not using social media)
  8. 8. Anecdotal proof point: Increased Revenue According to July 2009 study by Altimeter Group and Wetpaint, the most engaged brands saw revenues grow in 2009. 1. Starbucks (127) 2. Dell (123) 3. eBay (115) 4. Google (105) 5. Microsoft (103) 6. Thomson Reuters (101) 7. Nike (100) 8. Amazon (88) 9. SAP (86) 10. Tie - Yahoo!/Intel (85) These brands are engaged in seven or more social media channels. Links to study and
  9. 9. Key misconceptions about use of social media Using social media is a waste of time 54% of CIOs ban employees from using any social networking sites (Twitter, Facebook, etc.) at work Robert Half Technology Study: October 2009 Social media is not mainstream 91% of Inc. 500 companies are now using social media UMass Center for Marketing Research (Dr. Nora G. Barnes): 2009 Study 16% of Fortune 500 are now blogging; growth is “slow and steady” UMass Center for Marketing Research (Dr. Nora G. Barnes): 2009 Study There is no ROI 69 percent of respondents report that their companies have gained measurable business benefits, including more innovative products and services, more effective marketing, better access to knowledge, lower cost of doing business, and higher revenues. McKinsey Global 2009 Web 2.0 Survey
  10. 10. What is your biggest challenge or obstacle? Fear? Lack of knowledge? Resources: Time? Staffing? Legal / regulatory? Cultural mindset? Historically, this has been an obstacle in government agencies – where there is often an emphasis on command and control, as well as siloed thinking.
  11. 11. How can you surmount obstacles? Launch small skunkworks project as proof of concept Empower yourself by learning to use social media: start a Posterous blog, create a Twitter account. Start following hashtag #gov20 on Twitter for news and case studies you can learn from Ignore the prevailing “can’t do it” mindset (read Seth Godin’s newest book LINCHPIN)
  12. 12. Case Study: Mayo Clinic’s social media program Find this presentation at:
  13. 13. Mayo Social Media roadmap from Mayo Clinic Social media Guy Lee Aase* 1.  Start small 2.  Budget $0.00 3.  Cultivate MacGyver mindset (i.e. laid-back, resourceful secret agent Angus MacGyver from TV series) 4.  Expect a few missteps (no one will notice) 5.  Think creatively about how to combine old media with new media 6.  Reuse your content across multiple platforms 7.  Publish news (be your own news channel) 8.  Don’t expect hard ROI tied to dollars 9.  Be anecdotally successful as your proof of concept - Patients tell physicians they heard Mayo podcast and chose Mayo - increased media coverage * Source: phone interview with Mayo Clinic’s Lee Aase 09.02.2009
  14. 14. Mayo’s BigClinic’s big wins Mayo Wins Podcast downloads went from 700 to 74,000 Twitter followers on @mayoclinic went from 1,200 to 7,000+ in 6 months by making the Tweets interactive (not just publishing news) Successful integration with what Mayo was already doing (radio show listeners leave comments and questions on Twitter) Three Mayo Clinic blogs successfully serve three different audiences 1. news 2. podcasts 3. patient stories A patient-created video of octogenarian couple playing duet in lobby went from 1,000 views on YouTube to nearly 7 million views, after Mayo promoted the video on their blog
  15. 15. Mayo’s Big Wins Power of viral video (and simple tool – a camera - to create it)
  16. 16. Lee’s Insider Tips Mayo Clinic Social Media Manager Lee Aase’s insider tips Your “social media guy” should have a little gray hair You can’t hire a kid to tweet for you He/she should LOVE this stuff so they’re not counting hours He/she should be jack-of-all-trades (like “News gatherers” at Seattle PI online newspaper who report, write, edit, take photos, shoot video and run the Web site) Train those inside your organization to feed you content
  17. 17. Key Learnings From Mayo Clinic Key learnings from Mayo 1.  Start small, fail cheaply [fail fast, if possible] 2.  Don’t reinvent the wheel 3.  Learn from your mistakes 4.  Test, then ramp up 5.  Let your social media evangelist develop a personal brand
  18. 18. Help! How do you get started?
  19. 19. Social  Media  Grab  Bag   overwhelmed Don’t be
  20. 20. Social  Media  Simplified   It Simple Keep
  21. 21. Social  Media  Simplified   Most commonly used tools Blogs use Posterous for instant blogging Twitter is most popular micro-blogging platform Social networking Facebook and LinkedIn Photo sharing Flickr Video Youtube or Vimeo – record with smartphone or Flip digital camera Wikis most useful for internal knowledge management Podcasts most difficult to do well – is one solution
  22. 22. Your  Social  Media  Road  Map  common tools Start with most Your blog should be your social media hub. You control the content on your blog.
  23. 23. Example of social media hub: Southwest Airlines at or  Start  With  Social  Media  Mindset   Blog Over 1M followers on Twitter @SouthwestAir Great Twitter bio: “Airplanes can’t type so @ChristiDay and @Brandy_King are piloting the Twitterverse.”
  24. 24. CDC: another excellent social media hub or  Start  With  Social  Media  Mindset  
  25. 25. or  Start  With  Social  MTwitter as micro-blogging CDC explains edia  Mindset  
  26. 26. organizes a huge amount of content, including social media
  27. 27. White House has eleven blogs Use to “share” your content
  28. 28. These are all the tools you need to create social media
  29. 29. Case Study: Red Cross Social Media Training Wendy Harman, Red Cross Social Media Manager Wendy ran a training session to teach 200 Red Cross volunteers how to Tweet, take photographs and create videos for the Red Cross blogs – using only their smartphones. Check out the Social Media Handbook she created. It is posted on her Posterous blog:
  30. 30. Walking the talk Twitter tutorial
  31. 31. 7 Keys to Effective Twittering 1.  Follow the influentials in your sector 2.  Find gov’t Twitter accounts on 3.  Tweet about news, events, conferences, interesting blog posts, OTHER people & orgs 4.  As often as possible, include a link in your tweets 5.  Use hashtags when appropriate [#gov20 #FOSE] 6.  @ reply people to get their attention 7.  Occasionally ask people to follow you to get their attention
  32. 32. Twitter – 7 ways to get RTs and Followers 7 ways to get Retweets and followers Set up a poll and invite Always link - to your site, readers to take it. Tweet to a blog, news article or the results. photo/picture use #hashtags like RT another tweet that is #gov20 and #hcr Break news (not useful, newsy, provocative, just yours) memorable Occasionally, be inspirational: Report live on a conference using a quote, a photo, a word of the the event hashtag day, a funny video
  33. 33. Read my Mashable article on how to get retweets & more followers Find it at:
  34. 34. Ask an influential to Follow you
  35. 35. Re-tweets by “influentials” noting that space available in FOSE Social Media Workshop
  36. 36. Twitter Tools Twitter tools - Twitter home page where you change settings (bio, little photo and background) Twitter Search BingTweets another Twitter search tool But It’s Not Google Use Bitly for a URL shortener Tweetie2 – app for your iPhone ($2.99 download from App Store) Ubertwitter or OpenBeak – Twitter apps for your Blackberry – tweet from your desktop (and manage multiple Twitter accounts) or enables multiple individuals to tweet for one brand – free or customized for $99 Mashable’s Twitter Resources
  37. 37. Walking the talk Blogging tutorial
  38. 38. It’s always about your content
  39. 39. It’s  (Always)  the  Content   killer content Secrets of 1. Simplicity 2. Unexpectedness 3. Concreteness 4. Credibility 5. Emotion 6. Story - from Made to Stick  
  40. 40. It’s  (Always)  tsecrets of effective blogging 7 he  Content   1.  Choose a topic that relates to what your stakeholders are interested in 2.  Find a conversational voice you’re comfortable with 3.  Use self-deprecating humor 4.  Embed videos 5.  Package your content - 10 Tips, 5 Rules, 7 Mistakes 6.  Always, always link 7.  Publish consistently From Chapter 7 of The Corporate Blogging Book
  41. 41. TSA blog – scabies and exploding chickens (Photo is a dramatic recreation)
  42. 42. Use Posterous for instant blogging
  43. 43. Posterous: one-stop blogging Type a new blog post through email. Do it from your smartphone. Send it to You can attach photos and videos. The post automatically appears: - on your Posterous blog -  as a Tweet with a link in it to the post -  as a status update to your Facebook page -  and more
  44. 44. What’s wrong with many corporate or organizational blogs 1.  Not integrated with main corporate site New study by Compendium: 2.  Inconsistent linking between social 80 percent of traffic to corporate networking spokes and blog hub blogs is 1st time visitors. This means your blog has to be 3.  Not updated frequently enough designed with clear links directing 1st time visitors back to 4.  Not enough personality. Corporate speak your main site or social media is deadly hub. And content needs to be persistently useful and well 5.  Not written to attract search engines written. More about the study:
  45. 45. Value of personal branding You can’t execute social media successfully unless you can walk the talk (i.e. know how to Tweet effectively) Encourage entrepreneurial “take ownership” behavior in your organization Employees who develop a personal brand are creating a permanent digital footprint that moves with them from job to job Check out the Personal Branding Blog at
  46. 46. Key Takeaways Big picture strategy is important but so is experimenting tactically: start small, learn how to use the tools. Don’t make it too complicated: think of a blog as the easily modified, interactive section of your main site. Establishing your blog as your social media hub enables you to control / manage your content AND your search results.
  47. 47. Parting Words ofMedia 101 Thought Final Social Advice You gotta walk the talk yourself create a LinkedIn profile start a blog (use Posterous) start Twittering get on Facebook just do it
  48. 48. guest speaker The TSA Blog Lynn Dean Senior Communications Strategist Office of the Deputy Administrator Transportation Security Administration Department of Homeland Security @TSABlogTeam on Twitter
  49. 49. guest speaker The American Red Cross Wendy Harman Social Media Manager @wharman on Twitter
  50. 50. guest speaker Booz Allen Hamilton Steve Radick Social Media / Gov 2.0 Lead @sradick on Twitter Personal blog:
  51. 51. Steve Radick is the principal twitterer for Booz Allen. Although there is no link to his Twitter page from Booz Allen home page.
  52. 52. New new things
  53. 53. Think mobile In five years, 2/3 of U.S. residents will carry a smartphone. Whatever you are doing with social media should be easily accessible – and legible – via mobile.
  54. 54. CDC mobile version of site
  55. 55. Think geolocation: Foursquare and Gowalla
  56. 56. Required Reading Required Reading Blogs / Sites AllTop to find best blogs on every topic Web Strategist blog by Jeremiah Owyang Subscribe to SmartBrief on Social Media free e-newsletter social networking site for government employees Books find on Amazon FREE by Chris Anderson Linchpin by Seth Godin Trust Agents by Chris Brogan and Julien Smith The Corporate Blogging Book 2010 Updated e-book edition with new preface, new section on Twitter and updated resources throughout. Search for “The Corporate Blogging Book” in the Amazon Kindle store. Note: no Kindle required to read it.
  57. 57. Contact Required Reading mobile: 202.255.1467 @debbieweil on Twitter Debbie Weil is an author, speaker, consultant and corporate social media consultant based in Washington DC. She is available for customized in- house workshops. 30 Seconds Purchase and download the 2010 Updated e-book edition of The Corporate Blogging Book from Amazon’s Kindle store. NOTE: No Kindle required. Use free Kindle apps to read the book on your iPhone or Blackberry, Mac or PC.