Part 3 of 4 - The big 5 social media tools - Part of UC Berekely Center for Health Leadership

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?

6Social Media - 5 things we can do now

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


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/


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?

Social Media - 5 things we can do now 11

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….


Be an Informer


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”


Twitter?

• 10 Billion messages sent

• 140 characters or less

• Millions of individual broadcasting networks with custom-built audiences


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


Listen…Search a

“hashtag”


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?


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.”



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”


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/


Record It!

• Flip Video Cameras

• $100 changes everything!

• Easy to use• Easy to upload• Easy to share• Easy to evangelize


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.


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


Distribute your photos - instantly


Aggregate your photos


Aggregate your photos


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.


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


Let’s build YOUR home


• Websites are cheap• Websites are easy• Websites can be updated• Websites are YOUR space

Let’s build YOUR home


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.


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


Track It!Unique VisitorsVisits/VisitorsPagesHitsRobots/SpidersVisits DurationReferrersKey words/phrases

Your Boss or Funder


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


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

Health & Medicine

Part 3 of 4 - The big 5 social media tools - Part of UC Berekely Center for Health Leadership