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In this presentation, Bill Johnston, Chief Community Office at Forum One Communications, reviews the principal social media tools and how to use them. Contact: [email protected] .
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Forum One Networks June 4, 2009 1
Introduction to Social Media ToolsJuly 2009
Bill Johnston – Forum One Networks
Forum One Networks June 4, 2009 2
Today’s Topics
• Social Media Strategy• Online Presence Framework• Social Media Tools Overview
– Blogs / Microblogging (a.k.a Twitter)– Social Networks– Photo & Video Sharing– Social Bookmarking– Podcasting– Wikis & Social Documents
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Social Media Strategy
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Social Media Strategy
Common Objections:• Time required• Audience• Effectiveness• Loss of message control• Relevance
Solution = Strategy (Focus)
Key Strategy Components:• Org’s communication goals• Audience’s needs & preferences• Presence framework• Policies
Start By Listening (and Discovery)
‘If you don't know where you are going,any road will get you there.'
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Social Media Strategy
What are you trying to accomplish?
Some Examples:• Listening • Learning• Connecting• Educating• Building awareness• Fundraising• Finding / empowering
evangelists• Reaching younger
demographic• Reaching traditional media
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Key Tools
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Online Presence Framework
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Online Presence Framework
Home Base – Priority 1 (50% of your time budget)– “Social” portion of your hosted presence
Outposts – Priority 2 (40% of your time budget)– Key social sites that you actively participate in
Passports – Priority 3 (10% of your time budget)– Profiles on lower priority social sites– Mostly to listen, occasionally participate
Note: Presence management framework derived from original work by Chris Brogan
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Presence Framework
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Social Media Tools Overview
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Blogs & Microblogging
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Blogs
An online journal featuringopinion and commentary.
Blogs are a “voice”…and a
commitment!• Important
compliment to the “official” site
• Opportunity for more conversational / experimental content
• Our “oral tradition” – building social capital via storytelling
• Power lies in interaction: comments, trackbacks and cross-linking
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Starting a Blog
• Listen• Participate (via Comments)• Decide
– Goals– Name– Approach– Editors– Schedule– Metrics of Success
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Blogs
RWJF Blogs:• Health Reform: http://rwjfblogs.typepad.com/healthreform/• Pioneer Portfolio: http://blogs.rwjf.org/ • Reclaiming Futures: http://blog.reclaimingfutures.org/
Others of note:• WSJ Health Blog: http://blogs.wsj.com/health/• Chicago Tribune Health Blog:
http://newsblogs.chicagotribune.com/triage/• National Journal Health Care Blog:
http://healthcare.nationaljournal.com/• Health Affairs Blog: http://healthaffairs.org/blog/• Paul Krugman: http://krugman.blogs.nytimes.com/• The Health Care Blog: http://www.thehealthcareblog.com/
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Microblogging & Twitter
Short (140 character) status updates.
Conversation-based relationships, built one tweet at a time.•Listening•Exposure for your org•Find relationships•Blog amplifier•Online mobilization
Getting Started•Find & follow the leaders•Add your contacts•Retweet•Reply•Ask questions•Post links / original thoughts
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Social Networks
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Social Networks
Connecting via existing relationships &
discovering via shared interests &experiences
Common Elements:• Profile• Wall• News Feed• Friends• Friend Suggestions
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De-facto online professionalnetwork
An interactive CV• Professional profile (+external
content)• Contacts (1st – 3rd degree)• Recommendations• Groups • Events• Q&A• Job Postings
Getting Started• Create your profile• Add connections• Creating a group is low cost /
low impact way to experiment
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Largest Social Network: Over 1Million members sign in daily
Profile-based experience;“friends” + “fans” builds
network• Personal profile• Organization Fan Pages• Groups • Applications• Advertising• Facebook Connect• Younger audience: 80% 34
y/o >
Getting Started• Create your FB profile, add
friends• Review groups and fan pages• Fan page a low cost / low
impact way to experiment
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Photo & Video Sharing
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Photo & Video Sharing
Powerful media creation anddistribution tools for everyone
Photos and Video are moreEngaging than text
Provide a sense of immediacy and
intimacy
Creation, Management &Distribution• Upload & store (of course)• Privacy management• Tags• Comments• Geotagging• Channels / Sets• RSS
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Flickr
Photo sharing category leader
• Site to share photos & short form video
• Members can upload, comment, tag, geotag
• Groups• Contacts (friends)• Opportunity for visual
narrative – photo essays• Free / Pay Options
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YouTube
Video sharing category leader
• Members can upload, comment, tag
• Channels• Contacts (friends)• Informal and produced
content (shows)• Free (w/ Advertising)• Honorable mention:
blip.tv
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Social Bookmarking
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Social Bookmarks:
Social bookmarks are used to tag
and annotate content• Content discovery• Publish content streams
(RSS)• Helps SEO
• Tools:– Technorati –
http://www.technorati.com– Delicious –
http://www.delicious.com– Digg – http://www.digg.com– StumbleUpon –
http://www.stumbleupon.com
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Social Documents
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SlideShare
Share, present and distribute
presentation files• Members can post, comment,
favorite • Create slidecast w/ voiceover• Tools to embed / distribute• Paid option to capture leads
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Scribd
Largest social publisher ofdocuments.
• Emerging as the category leader in document publishing
• Members can read, publish, comment, and share
• Great for research, whitepapers and articles
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Wikis
What wikis do well:
• Private groups (intranets)
• People that know each
other
• Co-assembly (as opposed
to co-editing)
• Non-sensitive topics
• Great for refining a topic
• Not great for general
collaboration
(The curse of Wikipedia)
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Podcasting
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Podcasting
Audio-based series of journals /
Programs
• Generally recorded live• Can be used to repurpose
audio portion of events, lectures, etc
• Many podcast directories, including itunes
• Production can be time consuming
• Tools like Utterli can be used for lo-fi recording
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Resources
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Resources
• Chris Brogan – http://www.chrisbrogan.com
• Online Community Report – http://www.ocreport.com
• The Buzz Building –
http://www.livingstonbuzz.com/blog/
• Influence – http://influence.forumone.com/
• ReadWriteWeb – http://www.readwriteweb.com
• Mashable! – http://www.mashable.com
• 360 Digital Influence - http://blog.ogilvypr.com/
• Beth Kanter’s Blog – http://beth.typepad.com
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Getting Started: Newbie to Maven in 1 Hour
1. Set up a Google Reader Account (5 Minutes)
2. Set up a LinkedIn or Facebook Profile (15 minutes)
3. Create a Twitter account (15 minutes)
4. Start listening & connecting (25 minutes)1. http://search.twitter.com/2. http://twitter.com/invitations/find_on_
twitter3. http://www.google.com/alerts4. http://blogsearch.google.com/5. http://alltop.com/
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Resources
Online Community Research Network
http://www.onlinecommunityresearch.com
Forum One Networks: Serviceshttp://www.forumonenetworks.com/services
Follow Bill:@billjohnston & @ocreport - #octribe
Contact Bill:[email protected]
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Questions?
