Social Media Fundamentals Open Doors to Learning – March 15, 2011 Important Links
www.lintbucket.com/odl.html Agenda
9:00 – 9:30: Welcome & Intros
9:30 – 10:15: Overview of Social Media, incl. process & policy
10:15 – 11:30: Blogging and Twitter
11:40 – 12:30: Lunch
12:30 – 2:00: Monitoring Social Media
2:00 – 2:15: Break
2:15 – 3:30: Social Networking
3:30 – 4:00: Final Q&A and Wrap up
Please Ask Questions!! Welcome & Introductions
A little about me … A little about you … MyNameIsKate.ca – blogging about the intersec on of LintBucket Media (LintBucket.com) is a bou que marke ng, technology and design, plus other juicy bits. marke ng agency headquartered in Vancouver that focuses on social media marke ng, digital content crea on and community building.
Our Services: Social Media Marke ng & Communica ons Blogger Outreach Programs Community Development Internal Social Media Implementa on SEO-driven Copywri ng Do you own your own home?
http://www.flickr.com/photos/96221617@N00/308791590/ Is Your House in Order?
Do you have a website? With a real domain? Can you update your website when YOU want? Are you running website analytics? Do you review your analytics on a semi-regular basis?
Don’t get involved in social media until these are taken care of! Social Media ISN’T this … h p://fas con.com/freeware/ It’s this ...
The Age of the Brand is Waning The Age of the Brandividual*
People Figures: David Armano - Logic + Emotion Blog What is a brandividual?
Not just any employee. A passionate employee. Passionate about:
Your Organization
Your Services and Causes
Your Clients and Constituents! YourOrg
Istockphoto.com What is Social Media? Simply, online communication. But … • Messages achieve velocity more quickly than we’re used to • It can’t be bought (social media is earned) • Everyone (individuals and corporations) has an equal opportunity for amplification • Platforms are varied and constantly evolving What is Social Media?
It’s a process rather than an event. • Dialogue rather than a monologue * • Listening is an essential component • As is action – * actually doing something in a * public forum *
* Why brandividuals drive social media Canadians are Active Online
Canadians spend more time online than users in any other country: • 68 per cent of the Canadian population is online • 62 per cent in France and the United Kingdom, • 60 per cent in Germany, • 59 per cent in the United States, • 57 per cent in Japan, and • 36 per cent in Italy.
Vision Critical – Nov 2010 Canada was the only country in which users logged an average of more than 2,500 minutes online a month (almost 42 hours) • Israel was second with an average of around 2,300 minutes • A few other countries were around the 2,000- minute mark
ComScore – April 2010 - http://www.theglobeandmail.com/news/technology/canadians-spend-more-time-online-than-any-other-country/article1850700/ Canadians are Active Participants in Social Media
Why Do You Use Social Media? To feel more connected with other people 84% To feel in the know about what’s going on 70% To share good mes 62% To have something to do 43% To make life exci ng or fun 16% To make life more memorable 15% To feel like a social bu erfly/be popular 10% Vision Critical – Nov 2010 - Base: Social Media Users (846) - There are many reasons why people use social networking sites: please choose three from following list that most apply to you.
By understanding the different engagement models of online Canadians, we can design communications programs that interest them and encourage http://www.forrester.com/empowered/ tool_consumer.html participation & sharing. Canadians are Active Participants in Social Media
Facebook Wikipedia Canadian users check Wikipedia more than any others.
The average Canadian web surfer reads 16 Wikipedia pages a month, which is the most in the world. • 15 for German users • 14 for Polish users • 12 for Americans
Canadian users generate about 217,000 edits a month, which ranks 8th among the most productive countries.
ComScore – April 2010 - http://www.theglobeandmail.com/news/technology/canadians-spend-more-time-online-than-any-other-country/article1850700/ http://www.flickr.com/photos/gregw/4013381755/ Let’s Get Started … How Do You Start?
Right Principles
Right Process
Right People Right Principles – 4H’s
Human – social media is person-to-person engagement, not corporation to human. Actual people should be identified. Humble – social media is a party to which you’ve been invited. Don’t be that guy at a party (the one who doesn’t get invited back). Often, you’re just there to listen. Honest – social media is all about transparency and honesty. It is better to say “I don’t know” or “I can’t do that” than make it up or lie. You will ALWAYS be found out. Holistic – social media shouldn’t stand alone. It is essential that your online and offline channels integrate and, at the very least, be aware of each other. Your customers operate this way, and expect you to as well.
Tip: Focus on Creating Value For Your Customers Right Process
Choose where you want to get involved – you don’t have to do everything. And in fact, you probably shouldn’t. Start small. Do it well. Monitoring tools are essential – if you don’t know what people are saying, you don’t know where to start to engage. Listen before you speak. Coordinate social media efforts – even if one group doesn’t run all the social media, share your initiatives with a social media workgroup. You can leverage lessons learned as well as each other’s earned social capital. Review content for socialization potential – while you can create new content for social media, you often don’t have to. Some of your current content will have socialization potential. Make time for social media – the downfall of most organizations is that they underestimate the time it take. Both from a content creation point of view but also a monitoring and response perspective. Staff priorities may have to shift to accommodate new social media activities.
Tip: Ensure everyone understands your process & priorities Right People
People who have a unique voice with something to offer a community of passion – your customers are interested in the inside scoop or a privileged “behind the scenes” look. They want something beyond the marketing message of the day. People who are excited about listening to and talking with (not at) your customers – some of the conversations will be great and some will be not-so-great. You want someone who views your customers as humans, not targets, to be participating in social media. People who you trust – social media is a “just in time” activity. If every tweet, every response has to be vetted, you will fail. Good guidelines and coaching, prior to engagement, are essential for everyone’s success.
Tip: Social Media is best done as a team sport! Questions You Should Be Asking
Who Who are our audiences?
Where are they online? (i.e. What communities have Where they created?)
Why are we engaging? Why (e.g. marketing, collaborating, recruiting, fundraising)
What is our message (big picture) that we want to share What with our audiences?
What tools will we use to support our objectives? How What are our success metrics? Getting Social Media Buy-in Getting Social Media Buy-In
1. Understand & Communicate Urgency (monitor)
2. Build a Solid Cross-Functional Team (process)
3. Define Vision, including Picture of Success (metrics)
4. Communicate Up the Chain
5. Empower Employees (policy)
6. Set Yourself Up for Success
7. Keep At It (feedback cycle)
8. Communicate Your Wins
Adapted from http://www.radian6.com/resources/library/socializing-the-enterprise/ Social Media Policy & Governance Social Media Policy
Read more at http://socialmediagovernance.com/policies.php Blogging & Microblogging Blogging
1. What is a blog
2. Advantages of a blog
3. Issues to consider when starting a blog
4. Types of blogs
5. Anatomy of a blog post
6. Types of blog posts
7. Measuring a blog’s success
8. Choosing a blogging platform
Advantages to Blogging
1. You Own the URL
2. Quick to Update
3. Conversational Tone
4. Serves as a Social Media Hub Issues to Consider
1. Editorial schedule
2. Commenting/Moderation Policy Types of Blogs
1. The Operations Blog
2. The Veteran / Inspirational Blog
3. The Prediction / Cool Hunter Blog
4. The Research Blog
5. The Community / Advocate Blog
Adapted from http://www.readwriteweb.com/start/2010/02/corporate-blogging.php Elements of a Blog Post
1. Date 2. Good title (blog titles are important for SEO) 3. Body of the post – includes links and pictures 4. Categories, Tags and Keywords – tells search engines AND humans what your post is about 5. Social Sharing – give people an easy way to share your content Types of Blog Posts
• Instructional • Contrasting two options
• Reviews • Passion Posts
• Lists or Series • Critique Posts
• Interviews or • Reader Involvement Profiles (Memes and Polls)
• Case Studies • Prediction and "In Review" Posts • Link Posts
• Research
Adapted from http://www.problogger.net/archives/2005/11/29/20-types-of-blog-posts-battling-bloggers-block/ Measuring Success
1. Pageviews/RSS Views
2. Comments/Comment Ratio
3. Backlinks/Mentions/Bookmarks
4. Quoted Blog Posts
Tools:
• Google Analytics
• Feedburner
• PostRank Analytics Choosing a Blogging Platform
• Cost (both initial and "add-ons")
• Allows a unique domain name
• Theme library and/or a template designer
• Easy to Use for Non-technical users
• Allows you to export your content
• Analytics options
Blog Comparison Chart - http://goo.gl/EXSY6 MicroBlogging (aka Twitter)
1. What is microblogging
2. Anatomy of a tweet
3. Using a Twitter Client
4. Measuring Success Potential Elements in a Tweet
1. “Shortened” URL – saves characters when you only have 140 2. Referencing another Tweeter 3. Uses a “hash tag” to tie together tweets Sometimes, sh*t happens …
Read More at http://www.tacticalphilanthropy.com/2011/02/the-story-behind-red-crosss-twitter-faux-pas Using a Twitter Client
A “client” is a website or a piece of software that provides an alternate view on a data stream. Some Twitter clients:
• HootSuite (browser based plus iphone)
• TweetDeck (desktop (Adobe Air) program plus iphone)
• Twitterific (Mac and iPhone) Measuring Success
1. Followers?
2. # of Retweets
3. # of Clicked Links
4. Uptake of unique offers or participation in campaigns
Tools:
• PostRank Analytics
• Klout or Twitalyzer Measuring Social Media Goals for Social Media
1. Increase Revenue (conversions)
2. Decrease Costs
3. Improve Brand/Reputation
4. Increase Market Share (loyalty)
Make sure they are S.M.A.R.T. Specific | Measurable | Achievable | Relevant | Time-bound Social Media Goals should be tied to your Organization’s Goals! Social Media KPIs
• Alerts (register and response • Invite / Refer (a friend) • Tagging (user-generated rates / by channel / CTR / post click metadata) activity) • Love / Like this (a simpler form of rating something) • Testimonials • Bookmarks (onsite, offsite) • Personalisation (pages, display, • Time spent on key pages • Comments theme) • Time spent on site (by source / • Downloads • Posts about a topic by entry page)
• Email subscriptions • Profile Completion (e.g. update • Total contributors (and % active avatar, bio, links, email, contributors) • Fans (become a fan of something / customisation, etc) someone) • Uploads (add an item, e.g. • Print a page articles, links, images, videos) • Favourites (add an item to favourites) • Ratings • Views (videos, ads, rich images)
• Feedback (via the site) • Registered users (new / total / • Widgets (number of new widgets active / dormant / churn) users / embedded widgets) • Followers (follow something / someone) • Report spam / abuse • Wishlists (save an item to wishlist) • Forward to a friend • Reviews
• Groups (create / join / total number • Social media sharing / participation of groups / group activity) (activity on key social media sites, e.g. Facebook, Twitter, Digg, etc) • Install widget (on a blog page, Facebook, etc)
Adapted from http://econsultancy.com/us/blog/4887-35-social-media-kpis-to-help-measure-engagement Monitoring Social Media Monitoring & Listening
Because you want to know what people are saying about you … Social Networking Social Networks
1. LinkedIn
2. Flickr
3. YouTube
4. Facebook Resource Recommendations …
http://www.forrester.com/ http:// Groundswell www.quepublishing.com/ store/product.aspx? isbn=0789739771 http://www.friendswithbenefitsbook.com/ Disclosure: I am the technical reviewer of the upcoming printed edition. http://www.amazon.ca/gp/ product/0470547979 Resource Recommendations …
Chris Brogan - social media and community strategy - http:// www.chrisbrogan.com
Mashable - Web 2.0 and Social Media News & Analysis (tool oriented) -http://mashable.com
ReadWriteWeb - Web Apps, Technology Trends, Social Networking - http://readwriteweb.com
Jeremiah Owyang - Social Media & Web Strategist for Forrester Research - http://www.web-strategist.com/blog
Universal McCann's Report - When Did We Start Trusting Strangers - http://www.universalmccann.com/
Pew Internet & American Life - http://www.pewinternet.org/ Questions? http://www.flickr.com/photos/calavera/65098350/