etahec social media bootcamp
DESCRIPTION
Highlights of a Presentation for East Texas AHEC's Forward Thinking Social Media Initiative - April 5 and 6, 2009TRANSCRIPT
D.I. : Andrea F. HillD.I. : Mark J. MarositsWorldways Social Marketing
© 2009 Worldways, Inc. and Others
Social Media is:
Ever-changing building block technologies.
Online and mobile services and utilities.
People connecting, communicating and sharing in bold new ways.
© 2009 Worldways, Inc. and Others
Social Media is Most of Us:
U.S. Social Online Network Users: 79.5%
Millions join in monthly
Digital divide is closing fast
© 2009 Worldways, Inc. and Others
Five Key Building Blocks:
Blogosphere/BlogosphereSocial NetworksE-CommunityRSSBuzz Metrics Monitoring
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Easily updated chronological entriesMay be written by an individual or on
the behalf of an organizationReaders may “subscribe” to get
updates, or leave commentsThe most common platforms are
Wordpress, Typepad and Blogger/Blogspot
© 2009 Worldways, Inc. and Others
People “subscribe” to particular topics they’re interested in
The content is delivered to them via email or “feed readers”
The barrier to receiving information is lowered
© 2009 Worldways, Inc. and Others
Social Media (“Buzz”) is about surveying the online space for mention of your service or brand
Reputation management is about monitoring and responding appropriately to ensure a good (or at least accurate) public perception
© 2009 Worldways, Inc. and Others
Most well-known are MySpace, Facebook, LinkedIn
MySpace demographic is younger, more about self-expression and entertainment
LinkedIn demographic is older, more about professional networking
Facebook is “a bit of everything” – both personal and professional
© 2009 Worldways, Inc. and Others
Niche social networks are established for a particular group
Can be “invite only” for classified information
A common platform is ning.com – communities may be set up for free (ad-funded), or ads may be removed for a monthly fee
http://worldways.ning.com© 2009 Worldways, Inc. and Others
Widgets or badges are pieces of code that can be added to websites or social networking profiles
An organization can offer a widget for others to use, or include widgets from others on their site
Often includes frequently updated information
© 2009 Worldways, Inc. and Others
A service that allows individuals to send and receive short (140 character) messages
By default, all messages are public, and you can sign up to receive messages from specific people or that mention specific terms
Messages may be sent or received via the web or text messaging
© 2009 Worldways, Inc. and Others
Forget the 4Ps of marketing, social media is about the 4Cs:
ContentConversationCommunityCommitment
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IT’S NO LONGER US TALKING AT THEM
IT’S NOW THEM TALKING ABOUT US
© 2009 Worldways, Inc. and Others
© 2009 Worldways, Inc. and Others
Using a personal name helps people identify with the message
Using a reference to your organization helps establish credibility
© 2009 Worldways, Inc. and Others
© 2009 Worldways, Inc. and Others
Directories like wefollow.com or twellow.com let users list themselves under certain categories
Either click “follow” on their profile page, or send the message “follow {username}”
Ex: “follow ETMC”
© 2009 Worldways, Inc. and Others
Messages can be 140 characters maximum
Remember that generally all messages are public and not easily deleted once sent
© 2009 Worldways, Inc. and Others
Twitter can be accessed via text message as well as via the web
You can text updates to “40400”, or use a twitter client from a smart phone (iPhone, blackberry)
© 2009 Worldways, Inc. and Others
Tweetdeck lets you place friends in ‘groups’, see “trending topics”, and also run searches for specific terms
http://www.tweetdeck.com/beta/
© 2009 Worldways, Inc. and Others
‘@’ before a username is a reply to a user; their name will link automatically
Ex: “@jnwilliams76 unfortunately”
© 2009 Worldways, Inc. and Others
‘d’ before a username (with a space) sends a direct (private) message. They will only receive this message if they “follow” you
Ex: “d daveiam I will be in Austin tonight”
© 2009 Worldways, Inc. and Others
“RT” stands for “retweet” – people forwarding a message someone else sent originally
© 2009 Worldways, Inc. and Others
‘#’ before a term is called a hashtag – this offers additional context around a tweet
#sxsw was added to tweets sent out during this event to allow people to search for related tweets
© 2009 Worldways, Inc. and Others
POST is a planning model originally presented by Charlene Li. It stands for:
PEOPLEOBJECTIVESSTRATEGIESTECHNOLOGY
© 2009 Worldways, Inc. and Others
The following are our principles for using the POST model most effectively:
People: User research to develop personas. Objectives: Use WSM’s “Cycle of Relationship
Management” model to set objectives. Strategy: Directly connect what they (your
personas) care about to what you care about. Technology: Choose tech that fits the right
point in the relationship cycle-attraction, engagement, growth.
© 2009 Worldways, Inc. and Others
ASK
ASK
STORIESANDDATA
WHY?
BENEFITS
What do you want your prospect to do?
How do his/her interests benefit?
What proofcan you offer?
Why should he/sheact now?
What do you want your prospect to do?
© 2009 Worldways, Inc. and Others
It’s not just about ads“Keywords” let you know what exact
phrases people are searching on (related to your site content)
https://adwords.google.com/select/KeywordToolExternal
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Keywords may be included: in the site URL as the page title within the text of the page in the alt text of images as meta tags (keywords and
descriptions)
© 2009 Worldways, Inc. and Others
© 2009 Worldways, Inc. and Others
© 2009 Worldways, Inc. and Others
© 2009 Worldways, Inc. and Others
© 2009 Worldways, Inc. and Others
© 2009 Worldways, Inc. and Others
© 2009 Worldways, Inc. and Others
In source code: <meta name=“description” value=“{a
descriptive phrase}” /> <meta name=“keywords” value=“{our
keyword list}” />
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Even if we get traffic to the site, can they access the content?
© 2009 Worldways, Inc. and Others
© 2009 Worldways, Inc. and Others
addThis and shareThis are services you can add to your page to allow this functionality.
Each lists a variety of services, and statistics on how users are bookmarking and sharing your content
© 2009 Worldways, Inc. and Others
© 2009 Worldways, Inc. and Others
© 2009 Worldways, Inc. and Others
© 2009 Worldways, Inc. and Others
© 2009 Worldways, Inc. and Others
1. Write good content. The number one way to achieve social success is to write content that is worthy of people wanting to share and save for later.
2. Make it easy to promote. Many blogs or sites use services like “Add this” or “Share this” to encourage visitors to bookmark or promote the site.
3. Understand the value of social sharing, and buy into it. If you expect others to bookmark or share your content, you should also be engaging in the same activity. This will help you understand what’s worthy content, and also help create that sense of community.
© 2009 Worldways, Inc. and Others
© 2009 Worldways, Inc. and Others
© 2009 Worldways, Inc. and Others
© 2009 Worldways, Inc. and Others
© 2009 Worldways, Inc. and Others
© 2009 Worldways, Inc. and Others
(2009 Worldways, Inc. and Others)
• Use your POST Model to PLAN BY AUDIENCE• Practice with Technology:Use it or Lose It• Participate in the E-Community• Research Additional AHEC Collaboration Tools• (Bring Us Back to Help Implement)
© 2009 Worldways, Inc. and Others