building an effective social network
DESCRIPTION
Presented to the International Association of Administrative Professionals Toronto Chapter (IAAP - Toronto) on February 1, 2012 in Toronto. Topics include:- Introduction to social networking- Networking on behalf of your organization- Professional versus Personal- More to get you started (a list of resources)TRANSCRIPT
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Building an Effective Social Network
by Connie Crosby, Crosby Group Consultingfor IAAP Toronto, February 1, 2012
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Agenda
Introduction to Social Networking
Networking on behalf of your organization
Professional versus Personal
More to get you started
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Introduction to Social Networking
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Overview
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Sources: Facebook, August 2011and Inside Facebook, June 12, 2011
more than 500 million active users
(almost 700 million according to Inside Facebook)
50% log in on any given day
Canada: 16.8 million users
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Over 200 million users (100 million “active” users)
200 million messages (“tweets”) sent per day
13.7% of Canadians are active users
Sources: Twitter, June & September 2011 and Digital Journal, December 2010
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“world largest professional network”
more than 120 million members
Canada: 4 million members
Source: LinkedIn, August 20117
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YouTube
Canada: 17.6 million active users
71% of Canadian Internet users versus 55% of US Internet users
2 billion videos viewed by Canadians in Nov. 2010
Source: comScore, January 20118
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Google Pluslaunched end of June 2011 in closed beta
open beta in September 2011
reached 20 million users after 3 weeks; 67 million by November 2011
over 800k Canadian users after 3 weeks (now 2 million+?)
Sources: comScore, July & Dec 2011, Google Plus blog
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Google+ LinkedInTwitter
FacebookYouTube
Use in Canada(millions of users active in the past month)
Note: data from various sources10
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Blogs: news, corporate, industry
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Flickr (photographs)12
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Wikis13
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RSS (feeds)
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RSS feeds
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RSS feeds
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Google Reader - add RSS feeds for on-going monitoring
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Social media affects all aspects of society.
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Business not as usual
Governments subverted
Consumers become creators
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journalism
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social revolution
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social responsibility
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Social networking on behalf of your organization
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Social media plays a role in:
Communications, Marketing, PR
Sales
Digital and mobile strategies
Advocacy, awareness, and fundraising
HR (recruitment, hiring, staff retention)
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and in:
Information delivery and information management
Knowledge management
Technology
others?
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Focus on specific goals
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What are they saying about you?
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set up a “listening station”
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Selected “listening” tools (free)
Google Alerts - http://www.google.com/alerts
Twitter search - http://search.twitter.com
Google Reader & RSS feeds - http://www.google.com/reader
Social Mention media alerts - http://www.socialmention.com
Ice Rocket - http://www.icerocket.com
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Selected “listening” tools (paid)
Radian6 - http://www.radian6.com
Sysomos - http://www.sysomos.com
Alterian SM2 - http://www.alterian.com/socialmedia
Wildfire - http://www.wildfireapp.com
Crimson Hexagon - http://www.crimsonhexagon.com
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track what they are saying about you & your industry
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encourage establishment of policies & procedures
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Social Media PolicyToolhttp://socialmedia.policytool.net
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notify someone if you see a problem
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Content is king
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3 types of content:
1. Internal sources (marketing, brand, informational)
2. “Earned” content (customer testimonials, comments)
3. Paid media (external sources e.g. advertising)
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Fresh, relevant content
Attracts an audience
Gives you “Google juice”
Takes time to bring in eyeballs (that, or money!) - C.C. Chapman
Content marketing: “delivering the right thing in the right place at the right time” - Maggie Fox, Social Media Group
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Content needs:
sourcing content and writers/creators
managing the editorial calendar
editing content for the web
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Professional Personal
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Key considerations:think about your personal boundaries/ethics
protect your personal identity
respect your family’s and friends’ privacy
you represent your organization even off-duty and in social networks
“Don’t do anything stupid”
Policies and procedures help protect you
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More to get you started
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Six Pixels of Separationby Mitch Joel
photo: Eva Bluehttp://www.flickr.com/photos/evablue/4982314424/
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Content Rulesby Ann Handley & C.C. Chapman
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Open Leadershipby Charlene Li
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Macrowikinomicsby Don Tapscott & Anthony D. Williams
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The Social Organizationby Anthony J. Bradley & Mark P. McDonald
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Crush It! by Gary Vaynerchuk
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Effective Blogging for Librariesby Connie Crosby
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More Resources“How to set up the ultimate listening station using Google Reader,” by Colin Alsheimer (Jan 19, 2010) - http://www.colinalsheimer.com/google-reader-listening-station
“Meet the Chief Listening Officer,” by Neville Hobson (August 30, 2010) - http://www.nevillehobson.com/2010/08/30/meet-the-chief-listening-officer/
“The Framework and Matrix: The Five Ways Companies Organize for Social Media,” by Jeremiah Owyang (April 15, 2010) - http://www.web-strategist.com/blog/2010/04/15/framework-and-matrix-the-five-ways-companies-organize-for-social-business/
Social Media Group blog - http://socialmediagroup.com/blog/
Six Pixels of Separation blog by Mitch Joel of Twist Image - http://www.twistimage.com/blog/
Chris Brogan - http://chrisbrogan.com
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Connie CrosbyCrosby Group Consulting
http://[email protected]
416-919-6719@conniecrosby@crosbygroup
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Thank you!
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Image Credits (1/2)Apollo 11 Mission Image - Earth view over Central and North America, 1969, from NASA on The Commons. No known copyright restrictions - http://www.flickr.com/photos/nasacommons/5052744574/in/set-72157625096855580
Aqua Theater Audience, 1955 from Seattle Municipal Archives, made available under Creative Commons license - http://www.flickr.com/photos/seattlemunicipalarchives/3097689953/
Photo of Jay Moonah at PodCamp Montreal 2008 be Eva Blue, made available under Creative Commons - http://www.flickr.com/photos/evablue/2875304911/
Downtown Toronto cityscape by Lars Plougman, made available under Creative Commons license - http://www.flickr.com/photos/criminalintent/2535046172/
Photo from Tarhir Square, Cairo, Egypt by Mathieu Baudier, made available under Creative Commons license - http://www.flickr.com/photos/mbaudier/6097699347/
Screen shot from Maria Aragon’s “Born This Way” on YouTube - http://youtu.be/xG0wi1m-89o
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Image Credits (2/2)
Telephone Operators, 1952, from Seattle Municipal Archives, made available under Creative Commons license - http://www.flickr.com/photos/seattlemunicipalarchives/2680257100/
Miners and their families gather to talk, The U.S. National Archives. No known copyright restrictions - http://www.flickr.com/photos/usnationalarchives/3906450209/
Sharon Conway bookbinding in Document Preservation, The U.S. National Archives. No known copyright restrictions - http://www.flickr.com/photos/usnationalarchives/3873936047/
Donlands Fire by Danielle Scott, made available under Creative Commons license -http://www.flickr.com/photos/danielle_scott/4769830818/
Image of Mitch Joel by Eva Blue, made available under Creative Commons license - http://www.flickr.com/photos/evablue/4982314424/