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What is Web 2.0? What is social media? How can your organization effectively use social media tools including Facebook, Twitter, blogs, and YouTube to deliver social services? Learn how to join the conversation online and use social media to reach influencers that will spread your message to their communities. Tactica is pleased release a new version of the The Conversation - An Introduction to Web 2.0 and Social Media - an introductory seminar exploring the power of web 2.0 tools and social media by Kevin Glasier. Case studies explore the use of social media by suicide prevention organizations. Social media is one of the fastest growing categories on the web and it offers unlimited potential for public relations and marketing professionals. This presentation provides: • A definition of social media; • 10 keys to social media success; • an overview of social media tools; and • social media myths. This updated presentation was given to social service providers.
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Click to edit Master title style“What is the Internet, anyway?”
What is Web 2.0
A new generation of websites and services that
encourage human collaboration.
o Social networking siteso Blogso Wikiso Video sharing siteso Web applicationso Message Boardso Mashupso Folksonomies
http://en.wikipedia.org/wiki/Web_2.0
Web 2.0 Examples
Click to edit Master title styleWeb 2.0 enables the social web
The conversation is not:o controlledo organizedo “on message”
The conversation is:o organico complexo speaks in a human voice
Social media is not a strategy or a tactic – it’s simply a channel.
The climate has changed
oMarketing & PromotionoCustomer ServiceoTeam CollaborationoResearchoEvaluation
Social media is practical
WEB 2.0 SOCIAL MEDIA
TOOLS
o Websiteso Social Networkso Blogso Microbloggingo Video Sharingo Web & Mobile Apps
Social media tools (a few anyway)
o Your website is the hub
o You control the message
Image courtesy of http://www.wellplannedweb.com
Your Website: Home Base
o Engage visitors and convert them to users by giving them tools to affiliate and participate with your organization
o Build a community
o Drive people to your website from other social networks
o Aggregate content from social networks, blogs, and other information feeds on your site Image courtesy of
http://www.wellplannedweb.com
Your Website: Home Base
Share Meaningful Content
Collect contact information
Aggregate Social Content
Collect User Generated Content
Enable Influencers to spread your message
o People and organizations connect and interact with friends, colleagues and fans.
o Popular social networks include Facebook and MySpace, Linkedin, bebo, and Ning.
o There are niche social networks for just about everything.
Social networking sites
o create online profiles
o share photos, video, and audio, links
o send private message and instant message
o learn more about people and organizations
o Follow brands, celebrities, and gain your own fans
Social networking sites
o Fastest growing social network in Canada and the world (600 million members)
o Powerful tools to engage and understand your audience:o Brand pageso Custom applicationso Targeted advertisingo Audience insights/metrics
Post relevant content & start conversations
Interact with people that comment
Interact with people that comment
Encourage people to “like” your page
Your content appears in their news feed
Liking helps spread the word
Favorite related pages (unless they’re direct competition)
Facebook isn’t the only social network(But, don’t waste time where nobody’s listening)
Doo establish a presence on the
social networks your customers and colleagues use
o create a page to promote your brand
o point your fans to your company blog or contest
o encourage a discussion and participate frequently
o explore targeted advertising opportunities
Don’to create a page and fail to
maintain it
o try a hard sell approach
o censor comments
o spam your fans/friends with frequent private messages – you’ll drive them away
o post false information
Social networking sites
o A blog is a website with regular entries of commentary or news
o Blogs serve to establish your company as transparent, relevant, active, and expert.
Blogs
o engage in dialogue with your customers
o improve your search engine visibility
o promote product launches and events
o gain expert status by providing useful tips
Blogs
Blog video, audio, images, text
Encourage & Participate in the conversation
Doo post on a regular schedule
o encourage conversation by asking questions
o respond to people that comment on your posts
o use a few bloggers from your company for more viewpoints
Don’to write press releases – be real
about why something is exciting
o let complaints go unanswered
o make users register to comment – they won’t bother
o delete fair but critical comments
Blogs
o Microblogs are blogs limited to a sentence or two (about 140 characters)
o People use microblogging to promote themselves, share content and follow friends, celebrities and brands
o Companies use it for marketing, public relations and customer service by giving their brand a voice within the community
Microblogging
Twitter can help you:
o share timely informationo promote useful content
including resources, events(not just your own)
o personify your brando connect with your customers
and develop leadso build credibility and influenceo listen to consumer buzzo research competitorso network and learn from
experts in your field
Start a Twitter Profile
Follow others & encourage people to follow you
Find and share useful content
Doo find and share useful content
o pose questions and reply to others
o keep it fun - put a friendly face on your organization
o promote sales, deals, news, updates, and build buzz for big releases or events
o know what people are saying about your organization
Don’to sound like a press release –
you’re in a social space
o spam with constant links to your company website, either in tweets or private messages
o post useless information – do people really care what you had for lunch?
Microblogging (Twitter)
o Video sharing sites let you upload videos and share them with people.
o They’re a perfect repository for video blogs, taped seminars, witty Power Points, commercials, how-to’s and a behind-the-scene look at your organization.
Video sharing
o helps you gain exposure and direct traffic back to your website
o sparks interest without a hard-sell
o videos can be low-fi and cheap to produce - immediacy and content is more important than quality.
o videos can be a place to showcase your leadership in a field, and spread customer testimonials
Video sharing
Produce compelling content. Start a channel.
Doo be informative, useful, or
entertaining
o create a summary and detailed description
o post video replies to others
o allow commenting and participate in the conversation
o save bandwidth costs on your website by hosting videos on YouTube
Don’to just upload infomercials
o be afraid to experiment until you find a formula that works.
o pull down other people’s videos showcasing your product for copyright infringement
o make your video longer than it needs to be – keep it concise and entertaining
Video sharing
o An Internet forum, or message board, is a bulletin board system in the form of a discussion site
o conversation takes place between registered members who post topics (threads) and make public comments (posts) on those threads
Message Boards / Internet Forums
Nurture a Community with Message Boards
Members can help each other
Do o keep the message board
active by regularly participating in the conversation
o collect minimal information during registration
o keep focus and attract users by clearly identifying your community purpose and target audience
o promote popular discussions throughout your website
Don’to build it and expect people to
start participating without encouragement and seeding
o forget to moderate - spammers and trolls will drive users away
o censor or allow militant moderators to take too much control over the conversation. You want to encourage open discussion, not stifle it.
Message Boards / Internet Forums
o A web app is a computer program accessed over the internet.
Web & Mobile Apps
By 2014, the mobile app market is expected to reach US $58-billion, marking growth of 1,000% from 2010.
- Financial Post
Web & Mobile Apps
Web App: Share Your Story
Web App: Share Your Story
Web App: Share Your Story
iPhone Apps: Solve a specific problem
Ensure it’s relevant to your audience(Add value. Don’t preach or excessively advertise.)
Share expert information
Deliver branded content
Give people something to talk about(Make it exceptional)
Tap into an audience you never new you had
10 KEYSTO SOCIAL MEDIA
SUCCESS
o Experiment personally before professionally
o Try a variety of social media tools
o Be yourself, make some friends, and share
Experiment with Social Media
1. Discovery(people, competition, and search engines)
3. Skills(identify internal resources and gaps)
5. Maintenance(monitor and adapt)
2. Strategy(opportunities, objectives)
4. Execution(tools, integration, policies, and process)
Source: 5 Phases of Social Media Marketinghttp://socialcomputingjournal.com/viewcolumn.cfm?colid=789
Make a Plan
o Find where your audience is participating & indentify the influencers
o Read industry blogs (including comments)
o Google your organization’s name & your competition
o Find tools that can help you listen
3. Listen
Amelia Arlington
Crowd Sourcing – named our baby
56 unanimous responses in under 4 minutes from YouBeMom.com
Crowd says: Amelia (by default)
….so we named her Amelia
Some crowd sourced fan art is great....
Be aware of the content posted to your page.Would you remove this?
DNFTT: Don’t Feed the Trollshttp://en.wikipedia.org/wiki/Internet_troll
o Avoid puffery (people will ignore it)
o Avoid evasion and lying(people won’t ignore it)
o Companies have watched their biggest screw-up's rise to the top 10 of a Google search
o Admit your mistakes right away
4. Be transparent & honest
o Don’t be afraid to share. Organizations, like people, need to share information to get the value out of social media
o Make your content easy to share
o Incorporate tools that promote sharing:o Share This, RSS feeds,
Email a friend
5. Share your content
o Don't shout. Don't broadcast. Don’t brag.
o Speak like yourself – not a corporate marketing shill or press secretary
o Personify your brand – give people something they can relate to.
6. Be personal and act like a person
8. NASA Mars Phoenix RoverNASA Mars Phoenix Rover
o Think like a contributor, not a marketer
o Consider what is relevant to the community before contributing
o Don’t promote your services on every post
o Win friends by promoting other people’s content if it interests you
7. Contribute in a meaningful way
o Don’t try to delete or remove criticism (it will just make it worse)
o Listen to your detractors
o Admit your shortcomings
o Work openly towards an explanation and legitimate solution
8. See criticism as an opportunity
o Don’t wait until you have a campaign to launch - start planning and listening now
o Build relationships so they’re ready when you need them
o KEYS TO SUCCESS9. Be
proactive
o You need buy in from everyone in the organization
o Convince your CEO that social media is relevant to your organization
o Get your communications team together, discuss the options, then divide and conquer
10. You can’t do it all yourself
1. Web 2.0 is about social interactions.
2. Participate by enabling and feeding the conversation(follow the 10 keys to success)
3. Be transparent & honest
3 take away messages
