presented by Katherine M. Swartz, CAEGreater Columbia Chamber of CommerceNavigating from Good to Great FoundationCOR | Columbia Opportunity Resource

Presentation OverviewPresentation Overview

WHAT is Social Media? WHO is using WHAT tools HOW do I get started? WHY should I “go social?” WHAT are other

organizations like mine doing?

WHERE can I find additional resources?

The Rules. . . The Rules. . .

Browsing the Internet on these sites, commenting and tweeting is strictly preferred!

m.facebook.com (search for Columbia Chamber or COR)

linkedin.com (search for Columbia Chamber or COR)

m.twitter.com/colascchamber m.twitter.com/impactcolumbia

Become a Follower Give us a shout out: @colascchamber

@impactcolumbia

Socialnomics.com VideoSocialnomics.com Video

Online connectivityOnline connectivity

Social media is an umbrella term that defines various activities that integrate technology, social interaction and the construction of words, pictures, video and audio.

Social media is

people having

conversations

and developing

relationships

online.

Types of social mediaTypes of social media

Blogs Online chat and

Listservs RSS (Really Simple

Syndication) Feeds Widgets Wikis

Social Networks Message Boards Photo Boards Podcasts &

Videocasts Video & Photo

Sharing Sites Virtual Worlds

It’s all about relationships!It’s all about relationships!

Social networking is about relationships, not technology.

Social networking adds a powerful additional way to increase visibility, build personal and professional brands, while generating leads and future business.

FacebookFacebook

• Nearly 800 million active users worldwide; expected to top 1B in august

• Fastest member group is women ages 55-65

• 30 billions million pieces of content posted each month (1 billion a day!)

• $104 bullion value (so they say)

• Create a profile page and develop online links with friends and acquaintances

• Businesses and organizations create groups to stay connected with members, clients, constituents and donors.

• Recently acquired Instagram, photo sharing application for iPhone

Facebook is giving

people the power

to share and

make the world

more open and

connected.

ECCO Private GroupECCO Private Group

Forest Acres Neighbors (FAN)Forest Acres Neighbors (FAN)

Join Group OR Like & Fan?Join Group OR Like & Fan?

Group Page (Join) The ability to make them “invite only” or limited to specific networks. Groups are “for members of groups to connect, share and even collaborate on a given topic or idea.” Focused on organizing around topics or ideas.

Fan Pages (Like) Engage fans and

customers Allow entities such as

public figures and organizations to broadcast information to their fans

Better for companies and organizations

More info: http://www.allfacebook.com/facebook-groups-pages-2010-02

Features/LimitationsFeatures/Limitations

Facebook Fan Page Unlimited membership.

Administrators appear as the business when posting.Indexed by external search engines (Google, etc.).

Less page control over users: anyone can join – you can only restrict people by age and location.

Can host applications.

Can have ads that publicize the relationship between the user and the page.

Enables analytics and tracking.

Resembles a regular profile page.

Group Page

Membership capped at 5,000 members.

Administrators appear as themselves when posting.

Are not indexed by external search engines.

Have more control over who joins by setting for member approval.

Cannot host applications.

Can have general ads on the page.

Cannot use analytics and tracking.

Does not resemble a regular profile page.

Pictures Are Worth a Thousand Pictures Are Worth a Thousand WordsWords Flickr: Most popular

site. Yahoo-owned. Piacasa: Google’s

answer to Flickr. Free editor.

Instagram: Take photos on your phone and upload instantly.

Pinterest: Virtual pinboard.

Pinterest . . . Taking 2012 By Pinterest . . . Taking 2012 By StormStorm

Ideas for Using PinterestIdeas for Using Pinterest

•Homes for Sale/Rent•Yard/Home of the Month•Awesome neighbors•Events/Projects – flyers for things come up, pictures during event•Photos of board, volunteers

Microblogging: Tumblr, TwitterMicroblogging: Tumblr, Twitter

Twitter•Small bursts of information, tweets, limited to 140 characters•“As more community-centric organizations join the platform, citizens will increasingly engage with the efforts taking place to move their community forward.”

Tumblr Share anything: text,

photos, quotes, links, music, videos

“Blissfully” easy 50:50 content is

text:photos Yesterday: 62,390,157

posts/53,394,583 blogs

Blogging: Wordpress, BloggerBlogging: Wordpress, Blogger

WordPressEst. 2003Free (may need to register domain)Open Source PlatformLargest self-hosted blogging tool in the world.CCN has a Wordpress site. So does FAN.Super easy to set up and use. Neighborhood themes available.Integrate social media using widgets.

Blogger Est. 1999 Free (may need to

register domain) Google platform Super easy to set up Ease of use with

universal Goggle ID Group blogging

available

LinkedInLinkedIn

• 90 million+ members in 150 countries

• Valued at more than $3 billion

• World’s largest online professional networking forum

• Added functions like resume and job postings, client referrals and recommendations, and apps like book clubs and online mentoring

LinkedIn connects

you to your

trusted contacts

and helps you

exchange

knowledge, ideas,

and opportunities

with a broader

network of

professionals.

Connect neighbors to Connect neighbors to neighborsneighbors•Discover common interests•Share information•Social activities•Service/volunteer projects•Crime•Community meetings and meetups•Green/Environmental Programs•City/County Updates•CCN Updates

Sites We LikeSites We Like

Neighborland: focused on citizen participation. I want ____ in my neighborhood.

HomeElephant

NextDoor: free service that defines a neighborhood group and facilitate a website only for those who there.

EveryBlock: Enter zip code for local updates

Topix: message board for local community

HeyNeighbor.com: local network, similar to Craig’s List (micro favors)

MeetUp.com: Recreation, hobby, volunteer, like interests

Boston’s Neighbors for Neighbors

Montgomery Maryland’s Neighbors Campaign

VolunteerMatch Calista

More Sites We LikeMore Sites We Like

CrimeReports.com

EPA’s My Environment

Google Sites and Groups

SeeClickFix.com/Columbia

LeadersforCommunities.org

CommunityCollab.org

StableCommunities.org

Twitter.com/TwitterGood

Stories.Twitter.comAmericanTowns.com

What You Can Do NowWhat You Can Do Now

Reserve user names on sites you think you may use eventually

Keep the user names consistent (or as consistent as possible)

Designate a team to develop a plan

Commit to regular content – daily, weekly, monthly. It doesn’t have to be your own!

Friend and follow others.

Then comment, like, RT, repin, etc.

Drop your own content. Thank those that share

your content. Designate some types of

communication be shared only via SM.

Strongly encourage everyone to follow you, esp. board,

Watch your success bloom!

General Tips for Using Social General Tips for Using Social MediaMedia Personal Branding. Be a

social personality that is connected and approachable.  

Get (and Give!) Feedback. Need an alternative perspective on how a website looks or the right course of action to take? Blast out a message asking for advice and you’ll receive replies from other users. This collective intelligence can be used as fodder for articles or projects.

Hire People. Need a good logo designer or programmer? Send out a message asking for recommendations. This is a very quick and easy way to hire freelancers or even companies based on familiar recommendations.

Direct traffic. Get traffic to your Web sites or the sites of friends. If you ask your friends to message/tweet about it, the message will spread faster and further as other active users pick it up. There is a viral nature to all types of news.

More General Tips. . . More General Tips. . .

Read News. Find links to useful sites or articles and sources of scoops and alternative news. You can also subscribe to feeds for specific Web sites/conferences, which allows you to receive and view content quickly. This is very useful for active social news participants.

Take Notes. Record important ideas or concepts you want to explore further. Include links relevant to ideas you want to explore. Note taking can also be done offline via mobile applications.

Make New Friends. Connect with people outside of your usual circle. Make an effort to add active users you find interesting. A social media acquaintance can be developed into a long lasting friendship.

Network for benefits. Interact with other like-minded people, especially those in the same industry. It can be used to establish consistent and deeper relationships for future benefits such as testimonials or peer recommendations.

More General Tips. . . More General Tips. . .

Business Management. Consider use as a company intranet that connects employees to one another. Workers can liaise with each other when working on group projects. Particularly useful when certain workers go out often in the field. Updates could be set to private for security reasons.

Set Up Meetings. Organize impromptu meetups. It’s an informal and casual way of arranging a meeting.

Use it as a To Do list. Use Twitter to record down what you need to do while you are away from the computer. Mark the tweet as a favorite to file it for referencing. Another alternative is to use an Online task management service that is synced with Twitter. One example is Remember The Milk.

Last General TipsLast General Tips

Provide Live coverage. Provide real-time commentary which may help to spark further discussion or interest on the event as other users spread the message. Very useful for citizen journalism.

Acquire Votes. Send a link to your stories you’ve submitted/written. Sometimes your followers will vote up the stories because they agree with it. This allows you to acquire more support for your efforts on other social media Web sites.

Time Management and Analysis. Keep a detailed record of what you are doing every daily.

Notify Your Customers. Set up a Twitter feed for the specific purpose of notifying customers when new products come in. Customers can subscribe via mobile or RSS for instant notification. Twitter can also be used to provide mini-updates for one-on-one clients.

Bonus Tip: Fight the Bonus Tip: Fight the AddictionAddiction Constant connectivity can be addictive! Networking and network building is entertaining, if

not fun. Access to real-time information is valuable, if not

amazing. Time spent on social networking must be

integrated and balanced. Have a plan and be consistent.

Mobile and automated applications should help you maximize your time investment.

Profiles and accounts should provide you efficient access to contacts, resources, referrals and job opportunities.

It’s all about you, me and us!It’s all about you, me and us!

“If you don’t brand yourself, Google will brand you.” Sherry Beck Paprocki, co-author , “The Complete Idiot’s Guide to Branding Yourself”

Social networking is about our relationships and what we want to say.

Four Steps to Building a Four Steps to Building a Personal BrandPersonal Brand Discover, create, communicate and maintain. Discover your passion and put it together with

your expertise; Create a “personal branding tool kit” (résumé,

online profile, blog and portfolio of your work) that consistently reflects your brand;

Communicate by pitching your brand online and offline;

Maintain, update and monitor any conversations about your brand.

Dan Schawbel, author of “Me 2.0: Build a Powerful Brand to Achieve Career Success”

Social networking is Social networking is fundamental.fundamental. Social networking isn’t the latest

advertising, marketing, or public relations gimmick that you can ignore. Social networking is life, and it demands that you care.

Every day, social networks are becoming more relevant and useful to the people with whom you’d like to communicate.

Top Five Benefits for You and Top Five Benefits for You and Your OrganizationYour Organization1. Listen first, speak later2. Find unexpected collaborators, and

maybe even colleagues3. Build a global business from scratch:

Think of social networking as your virtual rolodex, with the ability to obliterate geographic boundaries and connect from every point on the globe.

4. Find talent in the trenches5. Viral marketing on the cheap (and on the

fly!)

You already understand the You already understand the importance of relationships importance of relationships and referrals. . .and referrals. . .“The same rules apply when using social media. Social media empowers us to build our networking around the clock, get feedback instantly, and be aware of the customer’s state of mind. Don’t think of social media as a technology, but instead as a new way to do what we’ve all done: network.”Chris Jenkins, CAE, CISSP, CCNA, MCSE, Chief Technology Strategist, Ohio Society of CPAs

Old-School Marketing vs. Neo Old-School Marketing vs. Neo MarketingMarketing

Old-school marketing Neo MarketingMarketers/advertisers do it Everyone does it

Focused on how the company “rocks”

Focused on how the user rocks

Marketers have the power Users have the power

Advertising Evangelizing

Branding and tightly controlled “brand message”

Focus on passionate users and brand “hijacked” by users

One-way broadcast or monologue A >>> B

Two-way conversation or dialogueA <<< >>> B

Company-created content User-created content

He who outspends, wins He who outteaches, wins

Mass markets Selective, focused users

One size fits all Personalized, custom-tailored

Deception Transparency and authenticity

30-second spots are king Word of mouth is king

Focus groups User feedback and contributions

Simply put. . .Simply put. . .

It’s cheap It’s sticky It’s viral It’s highly visible It’s global It changes rapidly

ResourcesResources

Social Media Club Columbia (www.smccolumbia.com) – FREE!

www.mashable.com:  social media news blog covering cool new websites and social networks

http://www.ducttapemarketing.com/socialmediaforbusiness.pdf

Local Experts: Keely Saye & Mandi Engram Go social with your feedback and

questions.

Let’s reconnect…socially!Let’s reconnect…socially!

Katherine Swartz, CAE kswartz@columbiachamber.com 803.733.1123 www.columbiachamber.com www.ourcor.org www.twitter.com/katswartz

““A healthy neighborhood is a A healthy neighborhood is a connected neighborhood.”connected neighborhood.”

Neighborhoods were the original social network.

One on three people don’t know their neighbors .

The same number are comfortable with social media.

Technology can help bring back a sense of community.