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Sparking Conversation: Social Media and Audience-Building
AKA: Getting Over the Fear and Getting Online
Our own social network
Your profile should include:• your name• your employer/school• your education• friends list • other info• "I heart technology" application
John’s Definition of Social Media
• Places to discover new things• Find people who you feel share common
ground• A service that keeps you informed, and
entertained• A productivity tool that makes your life
easier• A way for you to comment on important
issues, and feel like you are a part of the process
• A way to listen to how others value you.
What do you want to
learn today?
Plan for today:Social web basicsForrester basics and objectivesTwitterInstitutional planningFacebookBlogsOther applicationsRoadblocks and internal implicationsMoving forward
Social Web Basics
(CC) Brian Solis. www.briansolis.com
Forrester has it down as well as anyone else.
Technographics:Lets see who are your users!
Choose a strategy
.
The four step approach to the social strategy
• P• O• S• T
• PeopleAccess your customers social activities• ObjectivesDecide what you want to accomplish• Strategy Plan for how new relationships with
customers will change• TechnologyDecide which social technologies to
use
Entire Contents Forrester 2007
Objectives
• What is yours?
The parts Forrester and everybody else is saying…
• LISTENING. Finding out what your customers are really saying. Best tools are brand monitoring, private communities like Communispace, ratings/reviews, Google Reader.• Mattel’s Playground Community
The parts Forrester and everybody else is saying…
• SPEAKING. Connecting with your customers in new ways, extending PR and marketing. Best tools are blogs, podcasts, participation in MySpace/YouTube and other user-generated media. • Young & Free Alberta
The parts Forrester and everybody else is saying…
• ENERGIZING. Getting your best customers to evangelize your products. Best tools are public communities and ratings/reviews.• Hershey’s Bliss House Party
The parts Forrester and everybody else is saying…
• SUPPORTING. Helping customers solve their own and each other's problems. Best tools are blogs, forums, wikis.• Nerd Network Community
The parts Forrester and everybody else is saying…
• EMBRACING. Working with your customers to make products better. Best tools are communities, user-generated media.• Mystarbucksidea.com
The parts Forrester and everybody else is saying…
• Social Impact – The Brooklyn Museum– Brooklyn Museum for all three entries:
• ArtShare Facebook App • Brooklyn Museum's Click Exhibition • Brooklyn Museum Posse
Listening: What are people saying about you?
• Google• Facebook• Twitter• Yelp and other review sites• Flickr• Wikipedia
Let’s Dive In
– Hashtags – • Obama Inauguration• Consumer Electronic Show• Follow Friday
– Museums in Conversation 2009 = #mic09
Exploring Twitter
• www.search.twitter.com Helps you search for relevant conversations
• Search for relevant terms and organizations and report back what you’ve found. To get you started:– Plimoth Plantation– Cape Fear Museum– Chronicle of Philanthropy
New Media Initiative
Standards and Guidelines Team Website Review TeamWeb 2.0 Team Facebook Workgroup Blog WorkgroupEmerging Technologies Team
NYSHA's New Media Guidelines
• Be credible• Be sincere• Be an ambassador
Goals
• Connect to visitors in new ways• Reach new audiences• Reconnect with CGP alumni• Share existing and new content
Who are our audiences?
What is a blog?
• Web Log – a running diary or journal, informative, personal
• Personal, business, organizational uses• Frequently updated with one or more voices
Blogs
• The Farmers’ Museum Blog• Rural Blacksmith Blog• Fenimore Art Museum Blog
Other applications
• Flickr• YouTube• Slideshare• Productivity Tools• Google Reader• Google Alerts
Roadblocks
A philosophy shift?New audiences and new directions suggest a radical trust
“We can only build emergent systems if we have radical trust. With an emergent system, we build something without setting in stone what it will be or trying to control all that it will be. We allow and encourage participants to shape and sculpt and be co-creators of the system. We don't have a million customers/users/patrons ... we have a million participants and co-creators.“ Darlene FichterUniversity of Saskatchewan Libraries, 2 April 2006, “Web 2.0, Library 2.0 and Radical Trust: A First Take”
Moving ForwardWhat are you going to do when you get back to work?
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