What is Web 2.0? What is social media? How can your organization effectively use social media tools including Facebook, Twitter, blogs, and YouTube to deliver social services? Learn how to join the conversation online and use social media to reach influencers that will spread your message to their communities. Tactica is pleased release a new version of the The Conversation - An Introduction to Web 2.0 and Social Media - an introductory seminar exploring the power of web 2.0 tools and social media by Kevin Glasier. Case studies explore the use of social media by suicide prevention organizations. Social media is one of the fastest growing categories on the web and it offers unlimited potential for public relations and marketing professionals. This presentation provides: • A definition of social media; • 10 keys to social media success; • an overview of social media tools; and • social media myths. This updated presentation was given to social service providers.

2. Click to edit Master title style “What is the Internet, anyway?”

4. What is Web 2.0 A new generation of websites and services that encourage human collaboration.

5. Web 2.0 Examples Social networking sites Blogs Wikis Video sharing sites Web applications Message Boards Mashups Folksonomieshttp://en.wikipedia.org/wiki/Web_2.0

6. Click to edit Master title style Web 2.0 enables the social web

7. The conversation is not: controlled organized “on message” The conversation is: organic complex speaks in a human voice Social media is not a strategy or a tactic – it’s simply a channel. The climate has changed

8. Social media is practical Marketing & Promotion Customer Service Team Collaboration Research Evaluation

9. Web 2.0 Social mediatools

10. Websites Social Networks Blogs Microblogging Video Sharing Web & Mobile Apps Social media tools (a few anyway)

11. Case Studies

14. Your Website: Home Base Your website is the hub You control the message Image courtesy of http://www.wellplannedweb.com

15. Engage visitors and convert them to users by giving them tools to affiliate and participate with your organization Build a community Drive people to your website from other social networks Aggregate content from social networks, blogs, and other information feeds on your site Your Website: Home Base Image courtesy of http://www.wellplannedweb.com

16. Share Meaningful Content

17. Build a community

18. Collect contact information

19. Aggregate Social Content

20. Collect User Generated Content

21. Enable Influencers to spread your message

25. People and organizations connect and interact with friends, colleagues and fans. Popular social networks include Facebook and MySpace, Linkedin, bebo, and Ning. There are niche social networks for just about everything. Social networking sites

26. create online profiles share photos, video, and audio, links send private message and instant message learn more about people and organizations Follow brands, celebrities,and gain your own fans Social networking sites

27. Fastest growing social network in Canada and the world (600 million members) Powerful tools to engage and understand your audience: Brand pages Custom applications Targeted advertising Audience insights/metrics Facebook

28. Start a Facebook Page

29. Post relevant content & start conversations

30. Interact with people that comment

31. Interact with people that comment

32. Encourage people to “like” your page

33. Your content appears in their news feed

34. Liking helps spread the word

35. Favoriterelated pages (unless they’re direct competition)

36. Facebook isn’t the only social network (But, don’t waste time where nobody’s listening)

37. Do establish a presence on the social networks your customers and colleagues use create a page to promote your brand point your fans to your company blog or contest encourage a discussion and participate frequently explore targeted advertising opportunities Don’t create a page and fail to maintain it try a hard sell approach censor comments spam your fans/friends with frequent private messages – you’ll drive them away post false information Social networking sites

38. A blog is a website with regular entries of commentary or news Blogs serve to establish your company as transparent, relevant, active, and expert. Blogs

39. engage in dialogue with your customers improve your search engine visibility promote product launches and events gain expert status by providing useful tips Blogs

40. Blog Frequently

41. Blog video, audio, images, text

42. Encourage & Participate in the conversation

43. Do post on a regular schedule encourage conversation by asking questions respond to people that comment on your posts use a few bloggers from your company for more viewpoints Don’t write press releases – be real about why something is exciting let complaints go unanswered make users register to comment – they won’t bother delete fair but critical comments Blogs

44. Microblogs are blogs limited to a sentence or two (about 140 characters) People use microblogging to promote themselves, share content and follow friends, celebrities and brands Companies use it for marketing, public relations and customer service by giving their brand a voice within the community Microblogging

45. Twitter can help you: share timely information promote useful content including resources, events(not just your own) personify your brand connect with your customers and develop leads build credibility and influence listen to consumer buzz research competitors network and learn from experts in your field Twitter

46. Start a Twitter Profile

47. Follow others & encourage people to follow you

48. Find and share useful content

49. Retweet other people

50. Do find and share useful content pose questions and reply to others keep it fun - put a friendly face on your organization promote sales, deals, news, updates, and build buzz for big releases or events know what people are saying about your organization Don’t sound like a press release – you’re in a social space spam with constant links to your company website, either in tweets or private messages post useless information – do people really care what you had for lunch? Microblogging (Twitter)

51. Video sharing sites let you upload videos and share them with people. They’re a perfect repository for video blogs, taped seminars, witty Power Points, commercials, how-to’s and a behind-the-scene look at your organization. Video sharing

52. helps you gain exposure and direct traffic back to your website sparks interest without a hard-sell videos can be low-fi and cheap to produce - immediacy and content is more important than quality. videos can be a place to showcase your leadership in a field, and spread customer testimonials Video sharing

53. Produce compelling content. Start a channel.

55. Do be informative, useful, or entertaining create a summary and detailed description post video replies to others allow commenting and participate in the conversation save bandwidth costs on your website by hosting videos on YouTube Don’t just upload infomercials be afraid to experiment until you find a formula that works. pull down other people’s videos showcasing your product for copyright infringement make your video longer than it needs to be – keep it concise and entertaining Video sharing

56. An Internet forum, or message board, is a bulletin board system in the form of a discussion site conversation takes place between registered members who post topics (threads) and make public comments (posts) on those threads Message Boards / Internet Forums

57. Nurture a Community with Message Boards

58. Members can help each other

59. Do keep the message board active by regularly participating in the conversation collect minimal information during registration keep focus and attract users by clearly identifying your community purpose and target audience promote popular discussions throughout your website Don’t build it and expect people to start participating without encouragement and seeding forget to moderate - spammers and trolls will drive users away censor or allow militant moderators to take too much control over the conversation. You want to encourage open discussion, not stifle it. Message Boards / Internet Forums

60. Web & Mobile Apps A web app is a computer program accessed over the internet.

61. By 2014, the mobile app market is expected to reach US $58-billion, marking growth of 1,000% from 2010.- Financial Post Web & Mobile Apps

62. Web App: Share Your Story

63. Web App: Share Your Story

64. Web App: Share Your Story

65. iPhone Apps: Solve a specific problem

66. Ensure it’s relevant to your audience (Add value. Don’t preach or excessively advertise.)

67. Share expert information

68. Deliver branded content

69. Give people something to talk about (Make it exceptional)

70. Tap into an audience you never new you had

71. 10 Keysto Social Media success

72. Experiment personally before professionally Try a variety of social media tools Be yourself, make some friends, and share Experiment with Social Media

73. Make a Plan 1. Discovery(people, competition, and search engines) 3. Skills(identify internal resources and gaps) 5. Maintenance(monitor and adapt) 2. Strategy(opportunities, objectives) 4. Execution(tools, integration, policies, and process) Source: 5 Phases of Social Media Marketing http://socialcomputingjournal.com/viewcolumn.cfm?colid=789

74. 3. Listen Find where your audience is participating & indentify the influencers Read industry blogs (including comments) Google your organization’s name & your competition Find tools that can help you listen

77. Crowd Sourcing – named our baby Amelia Arlington

78. Crowd says: Amelia (by default) 56 unanimous responses in under 4 minutes from YouBeMom.com

79. ….so we named her Amelia

80. Some crowd sourced fan art is great....

81. ....and some is not

82. Be aware of the content posted to your page. Would you remove this?

83. DNFTT: Don’t Feed the Trolls http://en.wikipedia.org/wiki/Internet_troll

84. Avoid puffery(people will ignore it) Avoid evasion and lying(people won’t ignore it) Companies have watched their biggest screw-up's rise to the top 10 of a Google search Admit your mistakes right away 4. Be transparent & honest

85. Don’t be afraid to share. Organizations, like people, need to share information to get the value out of social media Make your content easy to share Incorporate tools that promote sharing: Share This, RSS feeds, Email a friend 5. Share your content

89. Don't shout. Don't broadcast. Don’t brag. Speak like yourself – not a corporate marketing shill or press secretary Personify your brand – give people something they can relate to. 6. Be personal and act like a person

90. 8. NASA Mars Phoenix Rover NASA Mars Phoenix Rover

91. Think like a contributor, not a marketer Consider what is relevant to the community before contributing Don’t promote your services on every post Win friends by promoting other people’s content if it interests you 7. Contribute in a meaningful way

92. Don’t try to delete or remove criticism (it will just make it worse) Listen to your detractors Admit your shortcomings Work openly towards an explanation and legitimate solution 8. See criticism as an opportunity

93. Don’t wait until you have a campaign to launch - start planning and listening now Build relationships so they’re ready when you need them KEYS TO SUCCESS 9. Be proactive

94. You need buy in from everyone in the organization Convince your CEO that social media is relevant to your organization Get your communications team together, discuss the options, then divide and conquer 10. You can’t do it all yourself

95. 3 Take awaymessages

96. Web 2.0 is about social interactions. Participate by enabling and feeding the conversation(follow the 10 keys to success) Be transparent & honest 3 take away messages

97. Q & A