Introduction to Social Media Tools / Forum One Communications

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

Forum One Networks June 4, 2009 3

Social Media Strategy

Forum One Networks June 4, 2009 4

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.'

Forum One Networks June 4, 2009 5

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

Forum One Networks June 4, 2009 6

Key Tools

Forum One Networks June 4, 2009 7

Online Presence Framework

Forum One Networks June 4, 2009 8

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

Forum One Networks June 4, 2009 9

Presence Framework

Forum One Networks June 4, 2009 10

Social Media Tools Overview

Forum One Networks June 4, 2009 11

Blogs & Microblogging

Forum One Networks June 4, 2009 12

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

Forum One Networks June 4, 2009 13

Starting a Blog

• Listen• Participate (via Comments)• Decide

– Goals– Name– Approach– Editors– Schedule– Metrics of Success

Forum One Networks June 4, 2009 14

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/

Forum One Networks June 4, 2009 15

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

Forum One Networks June 4, 2009 16

Social Networks

Forum One Networks June 4, 2009 17

Social Networks

Connecting via existing relationships &

discovering via shared interests &experiences

Common Elements:• Profile• Wall• News Feed• Friends• Friend Suggestions

Forum One Networks June 4, 2009 18

LinkedIn

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

Forum One Networks June 4, 2009 19

Facebook

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

Forum One Networks June 4, 2009 20

Forum One Networks June 4, 2009 21

Photo & Video Sharing

Forum One Networks June 4, 2009 22

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

Forum One Networks June 4, 2009 23

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

Forum One Networks June 4, 2009 24

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

Forum One Networks June 4, 2009 25

Social Bookmarking

Forum One Networks June 4, 2009 26

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

Forum One Networks June 4, 2009 27

Social Documents

Forum One Networks June 4, 2009 28

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

Forum One Networks June 4, 2009 29

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

Forum One Networks June 4, 2009 30

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)

Forum One Networks June 4, 2009 31

Podcasting

Forum One Networks June 4, 2009 32

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

Forum One Networks June 4, 2009 33

Resources

Forum One Networks June 4, 2009 34

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

Forum One Networks June 4, 2009 35

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/

Forum One Networks June 4, 2009 36

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]

Forum One Networks June 4, 2009 37

Questions?