37
Sparking Conversation: Social Media and Audience-Building AKA: Getting Over the Fear and Getting Online

Sparking Conversation

Embed Size (px)

Citation preview

Page 1: Sparking Conversation

Sparking Conversation: Social Media and Audience-Building

AKA: Getting Over the Fear and Getting Online

Page 2: Sparking Conversation

Our own social network

Your profile should include:•  your name•  your employer/school•  your education•  friends list •  other info•  "I heart technology" application

Page 3: Sparking Conversation

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.

Page 4: Sparking Conversation

What do you want to

learn today?

Page 5: Sparking Conversation

Plan for today:Social web basicsForrester basics and objectivesTwitterInstitutional planningFacebookBlogsOther applicationsRoadblocks and internal implicationsMoving forward

Page 6: Sparking Conversation

Social Web Basics

Page 7: Sparking Conversation

 

Page 8: Sparking Conversation

 

Page 9: Sparking Conversation

(CC) Brian Solis. www.briansolis.com

Page 11: Sparking Conversation

Choose a strategy

.

Page 12: Sparking Conversation

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

Page 13: Sparking Conversation

Objectives

• What is yours?

Page 14: Sparking Conversation

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

Page 15: Sparking Conversation

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

Page 16: Sparking Conversation
Page 17: Sparking Conversation

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

Page 18: Sparking Conversation

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

Page 19: Sparking Conversation

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

Page 20: Sparking Conversation

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

Page 21: Sparking Conversation

Listening: What are people saying about you?

• Google• Facebook• Twitter• Yelp and other review sites• Flickr• Wikipedia

Page 22: Sparking Conversation

Twitter

Page 23: Sparking Conversation

Why Twitter?

Page 24: Sparking Conversation

Let’s Dive In

– Hashtags – • Obama Inauguration• Consumer Electronic Show• Follow Friday

– Museums in Conversation 2009 = #mic09

Page 25: Sparking Conversation

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

Page 26: Sparking Conversation
Page 27: Sparking Conversation

New Media Initiative

Standards and Guidelines Team Website Review TeamWeb 2.0 Team     Facebook Workgroup    Blog WorkgroupEmerging Technologies Team

Page 28: Sparking Conversation

NYSHA's New Media Guidelines

• Be credible• Be sincere• Be an ambassador

Page 29: Sparking Conversation

Facebook

Page 30: Sparking Conversation

Goals

• Connect to visitors in new ways• Reach new audiences• Reconnect with CGP alumni• Share existing and new content

Page 31: Sparking Conversation

Who are our audiences?

Page 32: Sparking Conversation

What is a blog?

• Web Log – a running diary or journal, informative, personal

• Personal, business, organizational uses• Frequently updated with one or more voices

Page 33: Sparking Conversation

Blogs

• The Farmers’ Museum Blog• Rural Blacksmith Blog• Fenimore Art Museum Blog

Page 34: Sparking Conversation

Other applications

• Flickr• YouTube• Slideshare• Productivity Tools• Google Reader• Google Alerts

Page 35: Sparking Conversation

Roadblocks

Page 36: Sparking Conversation

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”

Page 37: Sparking Conversation

Moving ForwardWhat are you going to do when you get back to work?