Social Media 101

http://midstride.com/presentations/2011-11-19-cga

Adrian Liemadrian.liem@midstride.com

MiDSTRiDEDiGiTAL CREATiVE

www.midstride.com

If I was a Venn Diagram

WebDesigner /

Programmer

Grade 8 Teacher

UltimateFrisbeeCoach

TechnologyCoach Strategist,

Project Manager

PsychologyGrad

Interests in this Room(aka: A disclaimer & advice for today)

Best Practice for Small Business

Workplace

Career Relevance

Managing /Recruiting

PersonalUse

Best Practicefor Large

Organizations

Credit: Time Patterson http://www.flickr.com/photos/timpatterson/3045994303/in/photostream/

LinkedInBy the Numbers LinkedIn went public in May 2011. After 1st day of trading, valued at

$9 BILLION

FacebookBy the Numbers If Facebook was a country, it would be the 3rd largest in the world. (but is largely blocked in China)

Average number of "tweets" sent per day:

Feb 2010: 50 MILLION

TwitterBy the Numbers

Average number of "tweets" sent per day:

Mar 2011: 177 million Feb 2010: 50 million

TwitterBy the Numbers

YouTube is now the world's 2nd largest search engine. YouTube also happens to be owned by Google.

YouTubeBy the Numbers

Why Social Media Matters

● You can't ignore it (even if you want to)

● Tremendous opportunity○ To learn○ To connect with others○ To make an impact

● New way of delivering (and finding) value

How did this happen???

Osborne vs. iPhone

"Osborne Executive"● 100 x heavier● 500 x larger in volume● 10 x more expensive (ajusted for inflation)● 100 x slower (1/100 clock rate) Source: http://en.wikipedia.org/wiki/File:Osborne_Executive_with_iPhone_in_2009.jpg

Osborne vs. iPhone

Moore's Law& Exponential Growth in Technology

In the "Old" Days

<html><body><div class="content"><h1>In the old days</h1><ul><li>We wrote code by hand.</li></ul></div></body></html>

In the "Old" Days

<html><body><div class="content"><h1>In the old days</h1><ul><li>We wrote code by hand.</li></ul></div></body></html>

In the "Old" Days

Web Publishing Today

What You See Is What You Get

Layers of Process

Layers of Process vs. "Turn Key" Then Now

Start Finish!

Proprietary

$$$$$$$$$$

$$$$$$$$$$$$$$$$$$

$$$$$$$$$$$$

Proprietary vs. Open Source

Then Now

$$$$$$$$$$

$$$$$$$$$$$$$$$$$$

$$$$$$$$$$$$

Example: WordPress

● Open source software● Originally for blogging● Now used for full-blown websites● Powers more than 60 million sites● Freely available● Spurred a new industry of experts DisclaimerAs a big fan/user/developer, I'm biased :)

The Web

ThenBroadcastMarketing

SellingOne

Web 1.0 vs. "Web 2.0"

Then Now

Broadcast User GeneratedMarketing Listening

Selling EngagingOne Everyone

Loudest Voice Wins

EVERYONEcan have a voice

SOCIAL

SOCIALcommunication

interactionbehaviour

"Social" has a tendency to spread

Tech Growth + Social Spread

Expontential Growth of Social Media

What exactly issocial media?

Introducing OkRobo

OkRobo is my suggestion on where

to take notes

Help me help you

(I'll ask you)What do you think?

If social media were a Venn diagram

4 Big ComponentsWhat do you think?

What is social media?

Social Media TechnologyChannels & "Apps"

Social Technographics Ladder*

CREATORSCONVERSATIONALSTSCOLLECTORSJOINERSSPECTATORSINACTIVES

"Classification of people according to how they use social technologies." *Forrester Research

Social Technographics Ladder

CREATORSCONVERSATIONALISTSCOLLECTORSJOINERSSPECTATORSINACTIVES

● Make content● Write blogs● Upload videos,

music, photos● Publish

websites

● Respond to others

● Post reviews● Post comments● Participate in

online discussions

● Edit Wikipedia

● Organize content using RSS Feeds, tags, voting sites

● Connect with

others in social networks(like Facebook)

● Consume social

content● Read, watch,

listen

● Neither create

nor consumesocial content

Where are you on the ladder?

Social Media = Social SettingSocial Setting = Social NORMS

Social Norms

● Definition:○ Accepted behaviours in social settings

● Examples:○ Going to a restaurant○ Attending a seminar○ Riding the Elevator○ Buying a car

Example: Riding the Elevator

● Let people out before you go in● Establish and maintain a buffer zone● Lower voice● Minimize eye contact, look at:

○ buttons○ door○ floor indicator○ floor○ feet○ phone

Characteristics of an Elevator Trip

● Relatively short in duration● Everyone has a clear purpose● Encounter complete strangers● Sometimes it's empty, sometimes it's full● Sometimes people are chatting, usually it's

Your Turn

● Think of a social setting you're familiar with● What are the "norms / rules" of this setting?● Ideas:

○ Workplace

○ Driving

○ Conference

● Write some notes on your own (5 minutes)● Discuss (5 minutes)

How aboutOnline Social Networking?

● Coordinated by an Organizer● Lasts a couple/few hours● Welcomed at the door● Name tag● Expected to mingle, make conversation● Everyone has a personal agenda● Occasionally sponsored

Characteristics ofTraditional Networking Events

● Coordinated by a system or "Site Admin"● Asynchronous (on your own schedule)● Identified by your Profile / User Account● Expected to mingle, make conversation● Everyone has a personal agenda● Occasionally sponsored

Characteristics ofOnline Social Networking

● Anonymity (sometimes)● Public exposure● Permanence & Archived Data● Fewer cues = Greater interpretation :(● Different language

Some differences

The Vocabulary of Social Media

● Tweet (noun, verb)● Followers● Following● RT● Hashtag #● Tweeps● Feed

● Wall● Apps● Pages, Groups● Status● Fan (noun, verb)● Like● Stories● Timeline

1. Authentic2. Transparent3. Personally relevant

3 Key Norms of Social Media

Social Media& Your Career

Benefits for Your Career

● Grow your professional network● Connect with peers and thought leaders● Get a peek into the culture of a prospective

employer or prospective client● Discuss "issues of the day"● Learn new perspectives

What● World's largest professional network Why● Personal professional development

○ Connect with peers, mentors, apprentices○ Discover industry discussions, parallel fields

LinkedIn Groups

LinkedIn Group Discussions

LinkedIn Answers

1. Sign up!!2. Brand yourself3. Add links to your websites / profiles4. Highlight past accomplishments5. Connect (with everyone?)6. Ask for recommendations7. Recommend others8. Join groups9. Join discussions

10. Be transparent

Top 10 Tips for LinkedIn

Twitter

What● "Instantly connect to what's most important

to you" Why● Connect with people● Discover relevant social content● Get a peek into interests of others

Twitter

● Include a picture/avatar● Include a link to your primary web presence● Come up with a descriptive bio blurb (don't

be shy, show some personality)

Brand Your Bio

Twitter Bio

Twitter Bios: Comprehensive

Example "The largest independent news source covering web culture, social media and tech. Updates from @mashable staff. Tweet @mashablehq for questions and comments. http://mashable.com"

Twitter Bios: Informative

Example "Communication design agency, specializing in data visualization and annual reports."

Twitter Bios: Creative

Example "Raconteur, demagogue, libertarian, these are a few of the words that I know how to spell."

● Listen and watch to learn the lingo● Follow the followers● Set up lists● Be wary of spammers

Simple Tips

Following Followers

● Organize into Twitter Lists● Use "dashboards"

Manage streams of content

Example: Hootsuite

Facebook

What● Social networking Why● Connect with people● Increase exposure● Build on-going communications● Organize & promote events

Facebook

● Check your privacy settings

Apps & Permissions

● Be aware of what permissions you grant

Professional Use

● Page or Profile● Post updates on topics directly in your field,

as well as tangentially related● Personal relevance and interest is key

○ Events, charities, fundraisers

Workplace Considerations

Social Media Vegas● What happens in social media doesn't stay

in social media

Published publicly?● Assume it will always be available to

somebody somewhere

Social Media = Puerto Vallarta:All-Inclusive

ProfessionalPersonal

Social Media Policies & Guidelines

● Purpose:○ Protect (organization and individual)○ Manage expectations○ Enable effective use

● Include○ Do's & Don't's○ Provide practical examples

● Can be as simple or as complicated as you need it to be

Would I be ok if my [ ________ ] read this?a. Mom / Dadb. Daughter / Sonc. In-lawsd. Customers / Clientse. Boss / Stafff. Peers

Litmus Test: Before you post

Benefits for Business

Business Practice is following Consumer/User Trends with Social

● Businesses are increasingly connecting with one another through social media

● Particularly true for:○ Small businesses○ Contractors○ Freelancers

● VW commercial(http://www.youtube.com/watch?v=R55e-uHQna0)

● Green Peace response

(http://www.youtube.com/watch?v=cW3KmLALUUY)

Businesses have conversations too

What Do You Think?● ● ●

Boost your web presence● Increase exposure and access● Increase web traffic / subscriptions● Improve search engine rankings

Increase your visibility● Gain exposure● Build your reputation● Have a voice at the "table"● Show another face to the community

Connect with Prospects● Find new partnerships & qualified leads● Connect directly with potential new hires● Listen and learn from real conversations● Gain direct feedback on ideas

How Businesses Use Social Media

● Marketing products & services● Researching target markets● Connecting directly with customers / clients● Prospecting new business partners● Recruitment● Internal communications

Common Pitfalls

Strategic Blunders● Driving with the wrong map Tactical Mistakes● Running out of gas● Hit and run

"That guy"

Herb Taleck, WKRP(in Cincinnati)

"...the boorish, tasteless

advertising account executive, wears loud

plaid suits, with his belt matching his white

shoes..."

Strategic Blunders

● Stepping in without understanding the ecosystem (culture)

● Mistaking social media as a broadcast medium

● Unrealistic expectations

Tactical Mistakes

● Overly self-promotional messages● Failing to respond to negative criticism● Infrequent posts / contributions● "Breakfast tweets"

● Low barriers to entry can lead to poorly executed projects

● Just because you can do something, doesn't mean you should

Unrealistic Expectations

● The technology, trends, best practices all change at a rapid pace

● Risk of spending too much time and money on something that won't exist next year

● Additional costs with on-going operations○ Staff time, support, maintenance

Resource Demands

● Tendency is to focus on the what:○ What tools

○ What do we have to do

○ How can we do it

Asking the wrong questions

● But first, you must be able to answer "Why?"○ Why are we doing this?

○ What are we hoping to achieve?

○ How will we measure performance?

Asking the wrong questions

● Context○ No understanding of the norms & culture

● Implementation○ Underestimating time & cost

○ (Free = No Cost?)

● Integration○ Lack of policies, guidelines

○ Limited systems to coordinate across business units

Challenges

Best Practices

Do your homework

Seek first to understand (thank you Covey)● Research different tools● Research your competition / peers● Become familiar with the culture● Use social media in your personal life

Have a Plan

Set up a Basic Strategy● Know your business, your brand, your

customers● Know your resources (time, people, tech)● Set some goals

○ Build recognition? Drive traffic to your website? Build a client list?

Focus Your Efforts

Be selective in your Tactics● What channels will you focus on?● Who will manage the account?

Set Yourself Up for Success

● What does success look like?● Keep your expectations in check● Allocate adequate support and resources

○ Time○ People & Expertise○ Authority / Responsibility

Deliver Value

● Focus on topics of interest● Ask questions● Show appreciation● Announce time-sensitive information

Example: Wannawafel

On Facebook

On Twitter

A "Family" of Sites

● Instantly recognizable

● Consistent○ Colours○ Logo○ Taglines

● Official contact information● Cross-linking

Online Presence

Delivering Value

Important 3's

● How you look● What you say● What you do

In social media,it all matters.

Another Important 3

(You can't have it all)

Social Media Brief

What?● A simple, short (brief) document● A roadmap● A blueprint Why?● Helps focus● Helps set priorities● Helps set expectations

Social Media Brief

● Purpose○ Why are you setting up a social media presence?

● Objectives○ What do you hope to achieve?

● Audience○ Who are you trying to connect with?

● Resources○ Who will set up, manage, and maintain the

presence?○ Who will be held accountable?

Social Media Brief Example 1:Member OrganizationPurpose● Increase awareness of upcoming voteObjectives● Increase number of members votingAudience● Current membersResources● Marketing Coordinator reporting to VP

Communications

Social Media Brief Example 2:Sole ProprietorPurpose● Become more recognized in the local

communityObjectives● Connect with new clients in my regionAudience● Small businesses, contractors, freelancersResources● Me / My Office Manager

Social Media Brief

Remember● It doesn't have to be complex● Make it practical● Can include Strategy & Tactics

1. Listen to and understand the culture2. Create a consistent brand3. Post regularly, keep active4. Respond to questions, feedback, issues5. Integrate efforts with website, print materials

5 Key Tactics for Buildinga Social Media Presence

There must be a way?

Where do you want to be on this ladder?

To Blog or Not To Blog

What does it take?● Decent writing ability● Dedication (time)● Passion / Knowledge for a topic of interest● Thick skin

Climb to the top?

Just because you can, doesn't mean you should. Trends● Social channels as primary presence● Focus on content and connections● Simplification through centralization

Centralization:The No Website Website

Filtering the Flood

Remember this?

Here's the Problem (Part 1)

86,400

The Problem (Part 2)

Coping with Information Overload

Common Approaches:● Software & Services

○ RSS News Readers○ "Dashboards"

● Behavioural○ Change habits○ Change expectations

5 Tips for Managing Info Overload

1. "Satisfice"2. Focus: Create a Lens3. Organize4. Set time limits & Be Selective5. Kaizen-ify it!

"Satisfice"

● Satisfy + Suffice = Satisfice● Accept that

○ You can't keep up to speed with everything○ If it's really important, you'll find out about it soon

enough (Hat Tip: The Paradox of Choice by Barry Schwartz)

Focus: Create a Lens

● Ask yourself "Why"○ Why are you signing up?○ What are you looking for?

● Evaluate everything you see against this lens

Organize

● Categorize and Aggregate○ Twitter Lists○ RSS Feeds

● Use free tools○ Google Reader, Netvibes, Hootsuite○ Summify, Paper.li, Percolate

Set Time Limits & Be Selective

● "Time-box"○ Set a max time limit

● "Pomodoro Technique"○ 25 minutes on-task, 5 minutes off

● Scheduled Time○ Check for updates once in the morning, once at

lunch, once in the afternoon● Be Selective

○ Scan don't read

Kaizen-ify it!

● Continuously refine your approach● Re-evaluate your Lens● Purge & Pilfer

○ Unsubscribe, un-follow, un-friend○ Find more people / businesses / organizations to

follow

Thank you!

http://midstride.com/presentations/2011-11-19-cga

Adrian Liemadrian.liem@midstride.com

MiDSTRiDEDiGiTAL CREATiVE

www.midstride.com

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