agricultural communications & social media
DESCRIPTION
A presentation given to "The League of Agricultural Communicators" on social media in Calgary, AB, Canada.TRANSCRIPT
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Introduction to Social MediaThe League of Agricultural Communicators
by Doug Lacombe, MBA July 6, 2009
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Your speaker:DOUG LACOMBE, MBADoug has 20 years media and marketing experience with a concentration in Internet communications.
Now setting up communicatto, a communications consultancy that guides organizations towards integrated communications in a digital world.
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multiple products, messages, targets, mediasocial media fits into some integrated campaigns, but not all
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What is social media?“Social media are online communications in which individuals shift fluidly and flexibly between the role of audience and author. To do this, they use social software that enables anyone without knowledge of coding, to post, comment on, share or mash up content and to form communities around shared interests.”
Joe Thornley, President and CEO Thornley-Fallis
Social media is an umbrella term for a wide variety of collaborative web-based software tools that encourage sharing and conversation.
Doug Lacombe, President and CEO communicatto
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Definition continued
The Three Cs (or more)
Content
Collaboration
Community
Other “Cs” include conversation, consistency, commerce, communication, and context.
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Impact of social media
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Societal implications
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Shift happens
Disintermediation
http://www.youtube.com/watch?v=XbjtWh3d4Tw
Did you know?
http://www.youtube.com/watch?v=cL9Wu2kWwSY
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Services and platformsDon’t fall in love with the gizmos
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Types of social media
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Social media “mix”
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Video didn’t kill radio
WebsiteWebsite
NewslettNewsletterer
News News releasesreleases
PhotosPhotosMSMMSM
Earned/Earned/PaidPaid
Self-Self-publishinpublishin
gg
VideosVideos
EventsEvents
Social Social mediamedia
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Integrated platform
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Blog-centric approach
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Social media etiquetteDon’t be a d-bag
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Social media etiquetteCocktail party metaphor
Generosity
Attribute, credit, share and forward (RT)
Dialog not broadcast
Ratios: 3-1-1, 80/20
Twitter:
No auto-DMs, ever
No “CMJ”
Strongly consider no auto-follows
Profile and bio important; photo if possible, name(s), web link
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According to Hoyle
http://digitallabz.com/blogs/the-11-rules-of-social-media-etiquette.html
http://www.chrisbrogan.com/etiquette-in-the-age-of-social-media/
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Social media & crisisPreparing for the worst
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Crisis, definitionAn unanticipated event or disclosure that threatens your organization’s reputation
• (Shel Holtz, ABC)
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Crisis examples
OLD SCHOOL
NEW SCHOOL
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Crisis preparedness Playbook Quarterback Identified spokespeople Lists, lists, lists
Staff/execs, home #s Media contacts Stakeholders, authorities E-mail lists Websites and services, usernames
and passwords Photographer/cameraman/
podcaster War room, venues, conference site
Content “in the can” Run scenarios Run drills
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Measurement & metricsLies, damn lies, & statistics
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Google Analytics
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Facebook Insights
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Twitter Grader
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Wordpress
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Commercial solutions
AND MANY MANY MORE!
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Now what?Making your move
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Next stepsReserve your organization’s name!http://www.namechk.com
Start monitoringhttp://google.ca/alerts, commercial options
Dip your toes in - low risk lurking
Liberate some content (YouTube?)
Start a Twitter account
Create social media guidelines & policy
Develop a social media strategy that dovetails with your communications, marketing, advertising, and crisis plans
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Questions?
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Doug Lacombe, [email protected]