1. Will Russell
Social Media Internet Services Manager
Royal Society of Chemistry © ALPSP

2. Video – Social Media Revolution
http://www.youtube.com/watch?
v=3SuNx0UrnEo&feature=player_embedded

4. AIMS
Social Media, Still?
What’s Happening?
Best Tips!
From new tools to new culture

5. The Schedule
Changes
Social Web
Considerations
Summary

6. KEY MESSAGES
Creating and engaging in compelling content is essential
Find the right staff to do it
Get on with it
http://www.flickr.com/photos/borkurdotnet/2275207430/sizes/z/in/photostream/

7. Changes
2007 - Present
Technology
Volume of data
Websites became infrastructure
Social Web Winners
Devices, Platforms, Data
(these three coming soon!)

9. 社会化媒体
社会的ネットワー 소셜 네트워크
ク

10. New Challenges - Volume of Data

11. What does this mean?
 3,892,179,868,480,350,000,000 information “bits”
 http://www.emc.com/about/news/press/2009/20090518-01.htm
1 byte = 8 bits, 1 KB = 1024 bytes
486522483560043750000 bytes
475119612851605225 KB
If that was just articles -
Taking an articles that is 90670 bytes
5,365,859,529,723,654 articles
5 Quadrillion articles - but it’s not all articles
We have to help people find our
content!

13. Constantly Evolving
More Acceptance More Measurable
More Real time More Combining
More Devices Real World Integration
And a changing playing field - MySpace

14. Social Media
 Changes
 Social Media
 Social Networks
 Twitter
 Online Video
 The Rest
• Considerations
• Summary

15. Social Networks
Vertical and Horizontal

16. Facebook
 ~900 Million Active Users
 Social Network messaging is
the new e-mail.
 Note – last year was 500 million
active users.
Facebook Stats - http://www.facebook.com/press/info.php?statistics

18. Become a Fan!

19. Facebook Stats
 http://www.facebook.com/press/info.php?statistics
 More than 900 million active users
 Over 50% of active users on Facebook every day
 An average of 3.2 billion Likes and Comments
generated by Facebook users per day during the
first quarter of 2012.
 More than 42 million Pages with ten or more Likes
at the end of March 2012.
 1/3 of women now check Facebook before going to the bathroom in
the morning?

20. Mobile Stats
 > 500 million active
users of Facebook on
Mobiles
 Mobile users are twice
as active.

21. EdgeRank and Getting Seen on Facebook
Less than 16% of people who
LIKE your page will see the
content due to EdgeRank
Affinity – Interactions with who
is pushing news
Edge – photos and videos
higher than links
Recency – How recent the
interaction was.

22. Build EdgeRank before campaigns
Ask Questions
Who would you?
What would you?
http://forms.buddymedia.com/rs/buddymedia/images/Facebooks_

23. https://www.facebook.com/help/promote
http://www.flickr.com/photos/zombie/8359930/sizes/z/in/photostream/

24. To Consider
 Where are you on
Facebook?
 How do you interact with
the Facebook
Community?
 How do you find the
Facebook community;
how do they find you?

25. Facebook Tips
 Update don’t spam
 Go out and Find
 Mention followers on your page
 Make it fun – appropriate language
 Make it easy to contribute

27. Google+
 1 Month – 20 million users
 Facebook and Twitter 2 years to reach
20 million users!

28. Google+ Circles

33. Linked In

34. MyRSC
http://myrsc.rsc.org

36. Mendeley
Mixing Article Management with Social Networking
The Last.fm for research papers?

37. Papers Management System
• Watch Folder
• Sort by Author
• Tag and Search

38. What papers are being looked at by the group
The Last.fm for research papers?

41. How Mendeley made me buy a book

44. STATS
1 Million Client App Downloads
80,000 Groups
•107,826,928 articles
•5,557,773 added in Chemistry
• ~900 referrals per month to Pubs.rsc.org

45. Social Media
 Changes
 Social Media
 Social Networks
 Twitter
 Online Video
 The Rest
• Considerations
• Summary

46. Twitter

47. What is Twitter
 The News
 Microblogging service - blogs of ~140 characters
that you can send to your friends.
 Great way of sharing links
 Send the blog via your mobile or PC, link your
twitter feed to other sites.
 Broadcast to the world!

48. Twitter updates VS Facebook Status
The World Agreed Friends
No need to follow back

49. Why might publishers use Twitter?
• News
• Listening
• Feedback
•Allow your customers to tweet your content –
recommending it to their friends
•Chemistry World has +140K Followers!
Initiating ideas that the crowd turn into products!

51. Tweet the latest stories

52. http://twitter.jamesallenonf1.com/

53. Twitter Tips
•Think When to Tweet
•Use hashtags #ALPSP
•Don’t just broadcast – Interact
•Search & Follow
•Search & Reply - Keywords
•Ask questions – get replies
•Use the Description opportunity
•Know when you are being tweeted http://www.backtype.com/
1.Listen
2.Connect
3.Add Value

55. Find us on Twitter
David - @drs1969
Will –
@ChemPub
@Willz

56. Twitter Tools – Hootsuite
Browser based (no download)
See replies
See messages
Multiple streams

57. The Power of the Retweet

58. Twitter Take Home
 Where are you on
Twitter?
 How do you interact with
the Twitter Community?
 How do you find the
Twitter community; how
do they find you?

59. Social Media
 Changes
 Social Media
 Social Networks
 Twitter
 Online Video
 The Rest
• Considerations
• Summary

60. Online Video
Online Video

61. Professional Production
http://www.youtube.com/watc

62. Making Your Own
 Technology & software are affordable
 Hosting can be free
 Easy to embed into your website
 TAKES TIME!
 http://www.youtube.com/watch?
v=GjFT7Rek_kA&feature=player_embedded
 http://willzuk.wordpress.com

63. Random House
Three books – make a video
http://www.youtube.com/watch?v=C9xzMhPxYpE

65. Customer / Author-submitted
content
http://www.rsc.org/Publishing/ChemScience/Volume/2009/01/Polymers_strut_stuff_spotlight.asp

66. http://www.youtube.com/user/RSCJournals#p/a/u/0/u3yljHLFcdc
Elsevier aim to increase journal visibility –
http://www.elsevier.com/wps/find/editorsinfo.editors/editors_update/issue24e
Journal of Number Theory
http://www.youtube.com/JournalNumberTheory
ACS JACS
http://pubs.acs.org/JACSbeta/vabstracts/index.html

67. IOP Video Abstracts

68. YouTube Stats
 http://www.youtube.com/t/press_statistics
 More than 3 billion views per day
 More video is created in 30 days than the 3 major
US networks output in 60 years

69. Business case ROI
+100K views on Youtube
Cost of giving it a go – free
(takes time – but get an enthusiast to do!)

70. Video meets Book
 The VOOK
 New devices break traditional
paper formats – more later!
 Will production staff start to
need video skills to go beyond
the text, video assets and
creation?
 http://www.youtube.com/watch?v=EKjAUkfpYLA

71. http://www.youtube.com/watch?feature=player_embedded&v=vCeAfKCC2ng

73. Youtube Take Home
 Where are you on
YouTube?
 How do you interact with
the YouTube
Community?
 How do you find the
YouTube community,
how do they find you?

74. Social Media
 Changes
 Social Media
 Social Networks
 Twitter
 Online Video
 The Rest
• Considerations
• Summary

75. Flickr
 Random House crowd sourcing for a book
cover
http://www.flickr.com/search/?q=coversourcing

76. Social Bookmarking
Wikipedia –
Social bookmarking is a method for Internet
users to store, organize, search, and manage
bookmarks of web pages on the Internet with
the help of metadata.
Telling others that you’ve found something of
interest.

77. Blogs
http://michaelnielsen.org/blog/is-scientific-publishing-about-to-be-disrupted/

79. http://pinterest.com/source/rsc.org/

80. Social Media
 Changes
 Social Media
 Social Networks
 Twitter
 Online Video
 The Rest
• Considerations
• Summary

81. How do you get started?
 Use in house expertise!
 Know your mission
 Listen
 Research your audience (who,
what channels, how)
 Engage
 Enable staff with passion
 Be human
 What do your customers want?
Don’t just hide marketing – you
will be un followed quickly
(consider offers, news,
customer services, feedback)

82. LISTEN
What are people saying about:
•Your brand
•Your subject
•Your keywords
•You

83. Exercise: Online Listening
 Where are people talking about your subject?
 By searching for keywords with free online tools,
look for places where you might want to add to
the conversation.
 http://technorati.com/
 http://addictomatic.com/
 http://www.socialmention.com/

84. What does success look like?

85. Whatever you are aiming for!
Usage
Customer Satisfaction
Sales Referrers
Market Knowledge Retweets
Support Costs Resolved issues
Buzz Sales
Relationships Return Visits
Usage

86. And More!
Look for Unexpected Success!
 Watch your analytics and respond where success
is unexpected

87. Risks
How will you deal with -
 Copyrighted content
 Libellous remarks
 Threats
 Inappropriate material
 Novelty wears thin
 React Appropriately
 Time is lost
Be Ready
Allow users to report content – ensure that you
look into the legal side!

89. Social Media Policy
http://socialmediagovernance.com/policies.php

90. Why social web matters!
How can you enable your readers to -
 Find your content
 Distribute your content
 Use your content
 Create your content
 Collaborate around your content
 Interact with your content
 Be your content