ibm centennial open doors workshop on social media v3
DESCRIPTION
Bernie Michalik's Open Doors presentation for IBM's Centennial, to be given on May 19th, 2011TRANSCRIPT
IBM Centennial Open Doors Workshop: Engaging community and volunteers online(Social Media)
#IBM100
A Presentation by Bernie MichalikMay 19, 2011
© 2011 IBM Corporation2 #IBM100
Agenda
Objective
Introduction
Survey / Activity
What is social Media?
Non-profits and social media
Sparked.com
How do people use social media?
What approaches should you take?
What steps should you take to apply these approaches?
Final Questions
Finally
© 2011 IBM Corporation3 #IBM100
Introduction
Social Media
My relationship with social media
– Since Web 2.0 (when Time’s Person of the Year for 2006 was “You”)
– To now (when Time’s Person of the Year for 2010 was Mark Zuckerberg, CEO of Facebook)
© 2011 IBM Corporation4 #IBM100
Survey / Activity
Who here uses social media?
–How do you use it to share information?
Who doesn’t?
–How do you share information with others?
The Colour Game
© 2011 IBM Corporation5 #IBM100
Objective
1. Learn about approaches to social media that can add value to your organization.
2. Learn what steps you can use to apply social media tools and approaches in your organization.
© 2011 IBM Corporation6 #IBM100
What do we mean by Social Media?
Social media are media for social interaction, using highly accessible and scalable communication techniques.
Social media is the use of web-based and mobile technologies to turn communication into interactive dialogue.
“A group of Internet-based applications that build on the ideological and technological foundations of Web 2.0, which allows the creation and exchange of user-generated content (Andreas Kaplan and Michael Haenlein)
© 2011 IBM Corporation7 #IBM100
What are some examples of Social Media?
Social Media Platforms: Facebook.com, Wordpress.com
Media Sharing Sites: YouTube, Flickr, SlideShare
Blogging technologies: Blogger, WordPress and Xanga
Microblogging sites: Twitter, Jaiku, Tumblr and Posterous
Wikis include Wikipedia, WikiHow, WikiBooks and Wikitionary.
Social review sites: Yelp, Epinions and Trip Advisor
Bookmarking sites: Digg, Delicious, StumbleUpon and Reddit
More and more, everything is becoming social media
© 2011 IBM Corporation8 #IBM100
How are people using social media?
Gen Y: born 1975 - 1992 (18 to 35 year olds), Gen X: 1965 and 1974 (36 to 45 year olds) and Baby Boomers: before 1964 (46 years old and older).
© 2011 IBM Corporation9 #IBM100
How are companies and organizations using social media?
© 2011 IBM Corporation10
#IBM100
Why do people go to social networking sites?
Notice the gap?
© 2011 IBM Corporation11
#IBM100
The gap between people and organizations
© 2011 IBM Corporation12
#IBM100
What can we take away from this?
It’s not about “You”
It’s about how you can benefit those who are interested in your organization
It’s not about a particular technology – yet
Social media is becoming less and less “optional”
© 2011 IBM Corporation13
#IBM100
How are other non-profits using social media? Or Sparked.com
© 2011 IBM Corporation14
#IBM100
Sparked.com volunteers
© 2011 IBM Corporation15
#IBM100
Sparked.com volunteers
© 2011 IBM Corporation16
#IBM100
What do non-profits look for on Sparked.com?
It is quite varied and individual, but common extracted questions include:
Can you help us improve our blog?
How can we use twitter or use it more effectively?
How can we get more out of Facebook? How do we get more "Likes"?
How can we get more traffic to our web site and other social media?
How can we generate funds?
We need help getting <insert technology here> to work for us or to work for us more effectively?
Can we get someone to do <such and such social media activity> for us?
© 2011 IBM Corporation17
#IBM100
How are other nonprofits putting social media and emerging technology to good use?
Social Media Platforms
Media Sharing Sites
Blogging technologies
Microblogging sites
Location based services
QR codes
Wikis
Bookmarking sites
Tip! for a good Google search term, use nonprofit technology (e.g. nonprofit youtube)
© 2011 IBM Corporation18
#IBM100
Good uses of Social Media technologies: Wordpress and Facebook
The site is built using Wordpress and incorporates Facebook, YouTube and Twitter functionality
© 2011 IBM Corporation19
#IBM100
Facebook social plug-ins
< Salvation Army uses some of these
© 2011 IBM Corporation20
#IBM100
Good uses of Social Media technologies: Facebook linked to other social media
© 2011 IBM Corporation21
#IBM100
Good uses of Microblogging sites: Twitter
© 2011 IBM Corporation22
#IBM100
Good uses of Microblogging sites: Twitter
© 2011 IBM Corporation23
#IBM100
Good ideas on how to use Twitter
Brand your twitter background consistently
Build real relationships
Make your tweets retweetable/sharable
Monitor your org’s name on twitter
Use hashtags to promote events
Use Twitpic
Use sites like bit.ly to measure effectiveness
© 2011 IBM Corporation24
#IBM100
Good examples/advice on blogging: WordPress and others
© 2011 IBM Corporation25
#IBM100
Good uses of Microblogging sites: Tumblr and Posterous
© 2011 IBM Corporation26
#IBM100
Good uses of Media Sharing Sites: YouTube
Also RSS Feeds and Podcasts! Even bulletin boards
© 2011 IBM Corporation27
#IBM100
Good uses of Media Sharing Sites: YouTube
© 2011 IBM Corporation28
#IBM100
Good uses of Media Sharing Sites: Flickr
http://www.flickr.com/search/?q=canadian+breast+cancer+foundation&s=rec
© 2011 IBM Corporation29
#IBM100
Good uses of Media Sharing Sites: SlideShare
© 2011 IBM Corporation30
#IBM100
Good uses of location based services: Foursquare, Gowalia, meetup
© 2011 IBM Corporation31
#IBM100
Good uses of emerging technologies: QR Codes
1. In fundraising appeals.2. In print newsletters.3. At fundraising events – galas, marathons, etc.4. On flyers and community billboards.5. At protests.6. At conferences.7. At check-out lines.8. On tabletops in restaurants.9. In playbills.10. In museum tour materials.11. As scavenger hunts.12. In city tours.13. At concerts and sporting events.14. For art walks.15. At zoos, aquariums, and animal shelters.16. In libraries.17. At parks and outdoor recreation venues.18. At church.19. On college and university campuses.20. At airports.21. In window displays.22. On t-shirts, mugs, pins, and business cards.
© 2011 IBM Corporation32
#IBM100
Good uses of emerging technologies: virtual newspapers/newsletters
© 2011 IBM Corporation33
#IBM100
Good uses of other older technologies: wikis
http://ontariosiwiki.marsdd.com/index.php/Main_Page
© 2011 IBM Corporation34
#IBM100
Good uses of other older technologies: social bookmarking
http://www.delicious.com/bernie_michalik/OpenDoors
© 2011 IBM Corporation35
#IBM100
What approaches should you take?
Incorporate social media in your overall communications/collaboration approach
Have a plan – to hold ‘em and to fold ‘em
Start small – move fast
“Do what you can, with what you have, where you are.” (T. Roosevelt)
Don’t get fixated on the map: fixate on the destination and the best route to get there.
Steal other people’s approaches.
© 2011 IBM Corporation36
#IBM100
Approach Examples
Decentralized approach
– Each part of the organization doing it their own way
– Tie it together with
•Branding
•Limited guidelines
•Regular governance
Centralized approach
One part of the organization drives the effort (e.g. all social media work done by Marketing/Communications/HQ)
--- And/Or ---
One technology drives the effort (e.g. all social media work will revolve around Facebook)
© 2011 IBM Corporation37
#IBM100
What steps should you take to apply these approaches?
1. Get started – don’t hesitate!
2. Get ideas
– From this presentation
– From Sparked.com
– Steal ideas
– Pose questions to others
3. Get resources
– People
– Knowledge
– Tools/technology
4. Get a plan
Try one or more of the approaches mentioned or blend up your own
5. Get going!
© 2011 IBM Corporation38
#IBM100
Some rights reserved (Wade Rockett’s Flickr photostream)
© 2011 IBM Corporation39
#IBM100
Wrap-Up
http://www.delicious.com/bernie_michalik/OpenDoors
http://ibm.com/iibv
© 2011 IBM Corporation40
#IBM100