part 3 of 4 - the big 5 social media tools - part of uc berekely center for health leadership
DESCRIPTION
Live tweeted at #UCBCHL w Co-Trainer Ana-Marie Jones of Cardcanhelp.org. Day one of two - Social media workshop, training and capaicty building for health and public health - part of UC Berkeley Center for Health Leadership - New Media Training Series - http://chl.berkeley.edu/events/new-media-trainings/TRANSCRIPT
Five Leading Social Media Tools
Let’s Share:What are the 3 questions you have about this whole social media thing?
We can all do this! Take one step…
In the next 5-7 days:
1.Connect to Ana-Marie Jones & Dan Cohen on LinkedIn, Twitter & Facebook
2.Engage in one new social media activity
3.Tweet/Post one message relevant to your target group
4.Report back & tell us how its going
5.Create a signature file for your email with links to social media sites
Congratulations! You now own your
own network & newspaper
The New Media Big Bang5UCB CHL
How do we use these tools?
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What social media tools are we using?
Beth Kanter’s Continuum Crawl, Walk, Run, Fly!
Five Things We Can Do
• Start where you are: LinkedIn as a starting point• Become an Informer: Build presence on Twitter• Make Your Own News: Make Photos/Videos
available using Flip Cameras, Twitpic, & Flickr• Go home! Build robust on-line home for your work
& use metrics to track success• Build a Fan Base: Use Facebook to provide a
“home” for supporters & inform your communities
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But before we start…Be Strategic• Communications Goals should rule• What is your strategy?• Does this tool fit? • Think “Audience” and “Action”• Are you the right messenger? • Are you listening? • Starting a discussion? • Participating actively?• What is your near-term goal? • Long-term?
Photo source: http://www.socialmediaexaminer.com/21-creative-ways-to-increase-your-facebook-fanbase/
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Thinking about your audiences
What News?
Who Needs to Hear it?
List all key audiences
In What Format?
Note the comm. channel
By When? From Whom Do They Need to
Hear it?
Courtesy of HollyMinch.com
Think about your audience?
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Why is THIS guy smiling
Jeff Weiner, CEO at LinkedIn.com
LinkedIn was officially launched on May 5, 2003 -- five founders invited 350 of their contacts to join their LinkedIn profiles
Executives from all Fortune 500 companies are on LinkedIn
81% of business-to-business marketers use LinkedIn
LinkedIn is currently the largest online Business Networking platform in the world
Nearly half of all members are outside the U.S.
A new member joins LinkedIn every second
Note: Over 80% of employers who are looking to hire, acknowledge using LinkedIn during their process.
Date Reported # LinkedIn Members
December 2003 81,000December 2004 1,600,000December 2005 4,000,000December 2006 8,000,000September 2007 15,000,000December 2008 33,000,000
May 2009 55,000,000February 2010 60,000,000August 2010 75,000,000
Status Updates What You Need to Know:
Status Updates (140 character messages) keep your name, agency and your activities in front of your connections – without any extra effort from you
Can be sent from your cell phone!
Share insights, make requests, announce achievements, send event invitations, solicit help, and give or receive advice – immediately
Status updates can appear on the LinkedIn homepages of your direct connections, where they can comment or respond.
Updates are visible to your connections, your entire network, or all LinkedIn members (depending on your account settings).
Receive expert advice or suggestions from members of your network
Note: You can link other applications to your LinkedIn profile – SlideShare, WordPress, Twitter, Polls, etc.
Available Info
High Visibility
Low Visibility
Access to people and information matters!: For informing the public (new world for PIOs), funding opportunities, grant management, purchasing, research, recommendations, advice, volunteers, job opportunities, project buy-in, etc.
Concept: with 6 Degrees of Separation everyone is at most six steps away from any other person on Earth - the “small world phenomenon”
LinkedIn allows you to see your degrees of separation, allows you to know your network in ways your offline methods can’t
The more robust your personal network, the fewer degrees between you and the people you want to know
Online, visible networks have benefits beyond offline networks – portability, speed, trust, durability, sustainability
6 Degrees of Separation
Note: With social media, you can be better known, networked and noticed – without leaving your desk!
Making Connections
Status Updates provide immediate value “I am OK” “Bay Bridge down”
Profile information allows for faster, more effective networking, etc.
Social Media monitors the pulse/vibe of public opinion/thought
Recommendations help distinguish between “self-identified,” “unchallenged” and “community recognized” expertise
Groups and online postings accelerate group learning, avoid waste, leverage resources (no need to experience every problem yourself)
Social media platforms adopt - and adapt to - new opportunities quickly
Note: Younger generations are moving from email to text messages and platform-based communications
What would it mean for your career to be connected to the leaders of your industry?
What would it mean for government, businesses and the nonprofit sector to be connected on LinkedIn and
other social media platforms?
Note: Just using status message updates leaves us exponentially more prepared for emergencies!
[email protected]. Log on to LinkedIn2. Update / Finalize your profile3. Use suggestions & search feature to find 3-5 new
connections4. Join CARD’s Prepare for Health Social Media Team5. Find at least one other professional group to support
your efforts6. Ask for a recommendation from a peer / former peer
LinkedIn – Integrating your Network
MY AHA MOMENT
• Tweet it – Post it to LinkedIn or even Facebook
• #UCBCHL – My AHA moment so far is….
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Be an Informer
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Twitter Basics• Messages – 140 characters –
a “Tweet”• Messages available to anyone
– but sent directly to your “followers” accounts
• Messages from the people you “Follow” sent to your account – all messages accessible through searching
• Individual users have account names – identified by “@NAME”
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Twitter?
• 10 Billion messages sent
• 140 characters or less
• Millions of individual broadcasting networks with custom-built audiences
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Be an Informer – Start @Twitter• Sign up for a free account and fill out
your profile by adding an image and one-line bio and include a link to your site.
• You can read on the web or send messages to your phone or IM client. Decide what works best for your working style.
• You can "protect your updates" or "open." Pros/cons to each.
• Decide whether you want an organizational account or individual account.
• Share the workload - should not just be one person. Listening on Twitter can take 5 or ten minutes of your day each day.
http://socialmedia-listening.wikispaces.com/Project+128Social Media - 5 things we can do now
Twitter Starting Point - Listen
• Counter-intuitive – listen first• Follow 5 new people – see who they
“listen” to, then five more, then five more – watch the conversation happen
• Try a search – Search.Twitter.com• Read the conversation – who is saying
what? Follow some interesting folks.Adapted from http://www.readwriteweb.com/archives/5_simple_twitter_listening_tips_every_marketer.php
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Listen…Search a
“hashtag”
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What have you learned by listening?
• What conversations are out there?
• Who is having them?• Is there a voice missing
from the discussion? • Is there information
missing?• What value can you add?
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So – what do you have to say? And who is listening?
• Personal thoughts• Are you first? The only? The most
trusted to share it?• Replies (@twittername) - The more
personal the reply the better. • Direct replies (d twittername) - this
isn’t in the public timeline, but it helps build deeper bonds
• New blog posts – yours & promote other people’s blog posts
• Announcements - if it is interesting, tweet it
• Shout outs - @twittername rocks! Thanks for the great link: http://insertlink.com These make people feel great, too.
Adapted from http://www.horsepigcow.com/2008/04/tweeting-for-companies-101/CHPC 32
Twitter – Take the Plunge
@ShaneGoldmacher, LATimes “I would say that Twitter can be most
effective to cover live, as they are happening events.
Also, can be most useful to point out stories or things people would otherwise miss.”
He added, “Generally, the most effective way to gain followers/a following is to find unique, timely and accurate information and disseminate it.”
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Fear-free Tweeting
• How would it be different than how you communicate now?
TweetDeck
hootsuite
Managing it all
Twitter – on hootsuite
A twitter list…
A search term…
37Twitter for Us - Part II - FCPCommunications.com
All in one place“Scheduler”
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Twitter Next Steps – Right Now
Beginner/Intermediate• Complete your personal / organizational profile• Follow 5 new people based on search terms• Follow “List” based on followers
recommendationsAdvanced – register for Hootsuite & begin to
aggregate all your sites in one• Use search features to find new people to follow• Try WhatTheHashTag.com to look for new terms
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What could you say on H1N1?
• Take one step today to protect your parents – help them get the #H1N1 vaccine (link)
• Most seniors in our county still haven’t been vaccinated for #H1N1. Help them get connected today (link)
• Prepare for summer. Sunscreen and #H1N1 vaccines for the vulnerable people in your life (kids, seniors).
• If you love someone, help them get vaccinated with the #H1N1 vaccine. Lots available in Alameda County.
• Five seconds can mean a year of #H1N1 coverage. Help someone you love get the vaccine today.
A moment of reflection:What are my org’s social media barriers?Who are my skeptics?Who is already using social media?
Make Your Own News
• Make News: Make Photos/Videos Available using Flip Cameras, Twitpic, & Flickr
www.flickr.com/photos/whiteafrican/3100136010/
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Record It!
• Flip Video Cameras
• $100 changes everything!
• Easy to use• Easy to upload• Easy to share• Easy to evangelize
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Using Video – Making a Point
Use the minds of others
www.youtube.com/watch?v=ZHRC30ZWGHA
Taking Video – Making it greatTaking Video• Framing: The closer the shot the better. Faces are great. Don’t be afraid to get up
close and personal with people. But DO NOT USE the ZOOM. • Background: If you have a choice between a white background and anything else,
pick anything else!• Lighting: Try to shoot with your back to the light source. • Fluidity: The goal here is to reduce jerkiness. Think of your body as a tripod. The
more solid the base (you), the more solid the shot. • Audio: The audio capabilities of a flip camera are usually very limited, so get close –
especially if you have a lot of background noise.
Other helpful tips for filming an interview: • Ask the subject not to look in the camera, but to keep eye contact with you and carry
on the conversation as naturally as possible.• Frame the shot with the head and upper chest showing and with the subject off-
center to one side or the other.• If you can, have a friend hold the camera while you stand off screen and ask the
questions. This gives a natural feel and lets you focus on engaging the interviewee.
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Building your Broadcast Network
Lobby Day 2010 A Tree Falls & Everyone Hears
Take Pictures – Define the Images & Debate
• Cameras• Cellphones• iPhones
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Distribute your photos - instantly
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Distribute your photos - instantly
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Aggregate your photos
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Aggregate your photos
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Keys for Success – Flickr & Photos
• Choose your photos carefully before you upload – free accounts have limited space
• Resize and compress photos before you upload – size and clarity matter
• Make friends & join groups: Flickr is more than just an image hosting site – it’s also a community. Join groups, search for friends and invite others to join you.
• S.E.O – Take advantage of the opportunity to boost your search engine optimization when you use Flickr. Always choose wisely when naming your images – and always include descriptions.
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A moment of reflection:So…what do you have? Video? Photos?How could you use it to have a discussion?Could you post it? Host it? Re-mix it?
Let’s build a home on the web
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Let’s build YOUR home
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• Websites are cheap• Websites are easy• Websites can be updated• Websites are YOUR space
Let’s build YOUR home
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Website in 5 minutes or lessGetting Started
• URL - www.mywebsite.com OR www.mywebsite.wordpress.com
• Easy - host your site at wordpress.com, register an account and you’ll be ready to begin building your site in no time.
• Medium – Take advantage of the power of wordpress –purchase your own domain and hosting services and download wordpress software onto your website.
• 5 Minutes – Wordpress is famous for its “Five minute” installation. Follow the instructions and you’ll be up and running in no time.
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Wordpress Tips & Tricks• Free Themes: Wordpress.org offers free
& customizable look & feel
• Easy content management: Upload files & media with automatic tools.
• Plugins: Vast library of free plugins (forms, twitter, data managers)
• Engage your audience! Comments, SMS, events, blogs
• Keep it Fresh – Give people a reason to return
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Track It!Unique VisitorsVisits/VisitorsPagesHitsRobots/SpidersVisits DurationReferrersKey words/phrases
Your Boss or Funder
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March 2010
CHPC 59
Facebook – Your Home
Link to News Item
Promote EventCHPC 60
Facebook – Update Quickly
Link to Blog
Post a photo
CHPC 61
Facebook – Innovative tools built in
CHPC 62
Best Practices to Build a Following
• Ask their opinion• Test their
knowledge• Promotions • Say thank you• Recruit Fans – w/
prizes
Adapted from Beth Kantor’s Social Media Lab – Facebook & MashableCHPC 63
Add Free “Apps”
http://www.involver.com/pages/gallery.html
That was easy
CHPC 64
Facebook – Engage & Measure
• Just do it!– Put someone in charge & make
them accountable– Refresh, remix, reboot your
ontent– Track, measure and grade your
progress• Set it up: Set your fan page settings
appropriately. Here’s a four minute video http://bit.ly/ajAXJ6
CHPC 65
Facebook.com/Insights It’s in There”
• Measure it: Some things to measure (per Beth Kanter)– Total Fans /
Unsubscribers– New / Removed Fans– Page Views– Media Consumption– Unsubscribes / Re-
subscribes
CHPC 66
Facebook Like Page – Alert
CHPC 67
Facebook Like Page – Listen & Engage
CHPC 68
How Do You Feel?
Fear Free Social Media? Discuss
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Finding Ana-Marie & Joining the public health effort
CARD can be found online at:www.CARDcanhelp.org http://CARDcanhelp.org/Blog www.Twitter.com/CARDcanhelp Ana-Marie Jones can be found online at:www.LinkedIn.com/in/MsDuctTape www.Facebook.com/MsDuctTape www.Twitter.com/MsDuctTape
Let’s go to work!
Practice Create Fail/Learn