building an effective social network
DESCRIPTION
Presented to the International Association of Administrative Professionals Toronto Chapter (IAAP - Toronto) on February 1, 2012 in Toronto. Topics include:- Introduction to social networking- Networking on behalf of your organization- Professional versus Personal- More to get you started (a list of resources)TRANSCRIPT
Building an Effective Social Network
by Connie Crosby, Crosby Group Consultingfor IAAP Toronto, February 1, 2012
Agenda
Introduction to Social Networking
Networking on behalf of your organization
Professional versus Personal
More to get you started
Introduction to Social Networking
Overview
Sources: Facebook, August 2011and Inside Facebook, June 12, 2011
more than 500 million active users
(almost 700 million according to Inside Facebook)
50% log in on any given day
Canada: 16.8 million users
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Over 200 million users (100 million “active” users)
200 million messages (“tweets”) sent per day
13.7% of Canadians are active users
Sources: Twitter, June & September 2011 and Digital Journal, December 2010
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“world largest professional network”
more than 120 million members
Canada: 4 million members
Source: LinkedIn, August 20117
YouTube
Canada: 17.6 million active users
71% of Canadian Internet users versus 55% of US Internet users
2 billion videos viewed by Canadians in Nov. 2010
Source: comScore, January 20118
Google Pluslaunched end of June 2011 in closed beta
open beta in September 2011
reached 20 million users after 3 weeks; 67 million by November 2011
over 800k Canadian users after 3 weeks (now 2 million+?)
Sources: comScore, July & Dec 2011, Google Plus blog
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0
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15
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Google+ LinkedInTwitter
FacebookYouTube
Use in Canada(millions of users active in the past month)
Note: data from various sources10
Blogs: news, corporate, industry
Flickr (photographs)12
Wikis13
RSS (feeds)
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RSS feeds
RSS feeds
Google Reader - add RSS feeds for on-going monitoring
Social media affects all aspects of society.
Business not as usual
Governments subverted
Consumers become creators
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journalism
social revolution
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social responsibility
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Social networking on behalf of your organization
Social media plays a role in:
Communications, Marketing, PR
Sales
Digital and mobile strategies
Advocacy, awareness, and fundraising
HR (recruitment, hiring, staff retention)
and in:
Information delivery and information management
Knowledge management
Technology
others?
Focus on specific goals
What are they saying about you?
set up a “listening station”
Selected “listening” tools (free)
Google Alerts - http://www.google.com/alerts
Twitter search - http://search.twitter.com
Google Reader & RSS feeds - http://www.google.com/reader
Social Mention media alerts - http://www.socialmention.com
Ice Rocket - http://www.icerocket.com
Selected “listening” tools (paid)
Radian6 - http://www.radian6.com
Sysomos - http://www.sysomos.com
Alterian SM2 - http://www.alterian.com/socialmedia
Wildfire - http://www.wildfireapp.com
Crimson Hexagon - http://www.crimsonhexagon.com
track what they are saying about you & your industry
encourage establishment of policies & procedures
Social Media PolicyToolhttp://socialmedia.policytool.net
notify someone if you see a problem
Content is king
3 types of content:
1. Internal sources (marketing, brand, informational)
2. “Earned” content (customer testimonials, comments)
3. Paid media (external sources e.g. advertising)
Fresh, relevant content
Attracts an audience
Gives you “Google juice”
Takes time to bring in eyeballs (that, or money!) - C.C. Chapman
Content marketing: “delivering the right thing in the right place at the right time” - Maggie Fox, Social Media Group
Content needs:
sourcing content and writers/creators
managing the editorial calendar
editing content for the web
Professional Personal
Key considerations:think about your personal boundaries/ethics
protect your personal identity
respect your family’s and friends’ privacy
you represent your organization even off-duty and in social networks
“Don’t do anything stupid”
Policies and procedures help protect you
More to get you started
Six Pixels of Separationby Mitch Joel
photo: Eva Bluehttp://www.flickr.com/photos/evablue/4982314424/
Content Rulesby Ann Handley & C.C. Chapman
Open Leadershipby Charlene Li
Macrowikinomicsby Don Tapscott & Anthony D. Williams
The Social Organizationby Anthony J. Bradley & Mark P. McDonald
Crush It! by Gary Vaynerchuk
Effective Blogging for Librariesby Connie Crosby
More Resources“How to set up the ultimate listening station using Google Reader,” by Colin Alsheimer (Jan 19, 2010) - http://www.colinalsheimer.com/google-reader-listening-station
“Meet the Chief Listening Officer,” by Neville Hobson (August 30, 2010) - http://www.nevillehobson.com/2010/08/30/meet-the-chief-listening-officer/
“The Framework and Matrix: The Five Ways Companies Organize for Social Media,” by Jeremiah Owyang (April 15, 2010) - http://www.web-strategist.com/blog/2010/04/15/framework-and-matrix-the-five-ways-companies-organize-for-social-business/
Social Media Group blog - http://socialmediagroup.com/blog/
Six Pixels of Separation blog by Mitch Joel of Twist Image - http://www.twistimage.com/blog/
Chris Brogan - http://chrisbrogan.com
Connie CrosbyCrosby Group Consulting
http://[email protected]
416-919-6719@conniecrosby@crosbygroup
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Thank you!
Image Credits (1/2)Apollo 11 Mission Image - Earth view over Central and North America, 1969, from NASA on The Commons. No known copyright restrictions - http://www.flickr.com/photos/nasacommons/5052744574/in/set-72157625096855580
Aqua Theater Audience, 1955 from Seattle Municipal Archives, made available under Creative Commons license - http://www.flickr.com/photos/seattlemunicipalarchives/3097689953/
Photo of Jay Moonah at PodCamp Montreal 2008 be Eva Blue, made available under Creative Commons - http://www.flickr.com/photos/evablue/2875304911/
Downtown Toronto cityscape by Lars Plougman, made available under Creative Commons license - http://www.flickr.com/photos/criminalintent/2535046172/
Photo from Tarhir Square, Cairo, Egypt by Mathieu Baudier, made available under Creative Commons license - http://www.flickr.com/photos/mbaudier/6097699347/
Screen shot from Maria Aragon’s “Born This Way” on YouTube - http://youtu.be/xG0wi1m-89o
Image Credits (2/2)
Telephone Operators, 1952, from Seattle Municipal Archives, made available under Creative Commons license - http://www.flickr.com/photos/seattlemunicipalarchives/2680257100/
Miners and their families gather to talk, The U.S. National Archives. No known copyright restrictions - http://www.flickr.com/photos/usnationalarchives/3906450209/
Sharon Conway bookbinding in Document Preservation, The U.S. National Archives. No known copyright restrictions - http://www.flickr.com/photos/usnationalarchives/3873936047/
Donlands Fire by Danielle Scott, made available under Creative Commons license -http://www.flickr.com/photos/danielle_scott/4769830818/
Image of Mitch Joel by Eva Blue, made available under Creative Commons license - http://www.flickr.com/photos/evablue/4982314424/