Social Media Know HowSocial Media Know HowWednesday 4Wednesday 4thth November 2009 November 2009

Trainer: Mark Ellis

2

Agenda for the dayAgenda for the day

An introduction to web 2.0Introduction to blogging, twitter, wikis + social bookmarking Podcasts and VideosCreating content – pictures, video and audio

LUNCH

Setting up your own blogSocial networks and social networkingCreating your own social network using NingPractical applications – creating a social media strategyDebrief, Feedback, Questions, Future

3

A bit about meA bit about me 9 years at the BBC

BBC Southern Counties Radio

BBC Special Features UnitBBC Radio Cambridgeshire

1 year (ish) at LBCNightly News

Jenny Éclair

2 and a half years at sounddeliverypodcast & video production

bespoke communications campaignstraining workshops and events

is really just a label for the way the internet looks today

5

Who are you trying to reach?Who are you trying to reach? Teachers Parents Young People / Older People People Who Don’t Know Who You Are Funders Trustees Staff Volunteers Media Partners Corporate Sector Global Reach

And how are you

communicating with them?

6

7

Immigrants vs. NativesImmigrants vs. Natives

Purposeful Search Manage Updates

Automatic (and will be mobile)

Networks The brand of me Media channel

8

The Long TailThe Long Tail

9

Terms and DefinitionsTerms and Definitions

Whats a tag? Whats a blog? What is RSS? What’s a social network? Whats a podcast? Whats a wiki? What is social bookmarking? What is a personalized homepage?

10

What is a blog?What is a blog?

A Blog (a contraction of the term "Web log") is a Web site, usually maintained by an individual with regular entries of commentary, descriptions of events, or other material such as graphics or video. Entries are commonly displayed in reverse-chronological order.

1111

What is a blog?What is a blog?

Chronological web publishing

Uses free / simple interface

Allows people to comment and to subscribe

Mainly text but can be photo / audio / video

Blogging tools

1212

Blogging: stories with wordsBlogging: stories with words

A conversation: a two way communication channel Think of it as keeping in touch with friends Write like a real person, not a PR Write about real experiences, personal views Use your blog to link to others, and key points of

information

Where to search for blogs

13

Blogging Case StudyBlogging Case Study

Egypt at the Manchester Museum

14

Blogging case studyBlogging case study

15

16

Reads like a press release Does not give a human side of the

company Feels like you’re being sold something Might as well be a ‘news’ section on the

website

17

Impact of bloggingImpact of blogging

18

19

Does it make any difference?Does it make any difference? Blogs are perfect for contacting the ‘Long Tail’ museum visitors: a large

number of keen, long-term, disparate individuals. When aiming at larger, transient or more mainstream audiences, such as families or tourists, traditional routes like advertising and website listings may be more appropriate.

Blogs become really effective when they are opened up to people from across the organisations, curators often bring the most to a blog because they can tell rich stories about objects in the collection or the latest theory about a certain event. The public seem to respond very well to things you might not think to include on a blog, for example – behind the scenes work: the arrival of unusual exhibits, preparing exhibitions. Sharing the responsibility for the blog amongst a group really helps reduce the workload too!

20

Free Easy to use Interactive Accessible

Lack of control over “the message”

Can sound like a PR person

Can be time consuming

Opening door to comments

21

How to get people to read your blog?How to get people to read your blog?

Read other peoples, comment and link back to your own

Use catchy titles + post pictures Tell people about it Use your existing website to promote its

existence Let journalists know about it!

22

Which Service is Right for You?Which Service is Right for You?

Blogger Pros: Free; No technical expertise

required; Can use registered domain name

Cons: HTML knowledge required to modify templates and use many sidebar add-ons

Ideal User: First-Time Bloggers

23

WordPress.com Pros: Free with some advanced design pay

options; No technical expertise required; Blog traffic statistics built-in; Easy-to-use sidebar add-ons; Can use registered domain name

Cons: While WordPress.com's interface is simple, it's not as simple as Blogger's. Some knowledge of tech- or blog-related jargon is helpful. Templates are not fully modifiable unless you purchase CSS editing options. Knowledge of CSS required.

Ideal User: Savvy beginners.

Which Service is Right for You?Which Service is Right for You?

24

Typepad Pros: No technical expertise required; Broad menu of

sidebar add-ons; Blog traffic statistics built-in; Can use registered domain name

Cons: Cost (Four Pricing Levels from $4.95/mo - $29.95/mo); Basic HTML required to use all of the available sidebar add-ons; Some knowledge of tech- or blog-related jargon useful; Limited design flexibility at Basic Pricing Level; CSS knowledge required to modify templates at Pro and Premium Levels

Ideal User: Savvy beginners who would like their blog service to grow with them as their technical skills evolve

Which Service is Right for You?Which Service is Right for You?

25

Trend towards microbloggingTrend towards microblogging

Linked to growth in mobile and social networking

Status Irregular posts Photo sharing

& social bookmarking

26

Twitter is a kind of public instant messenger stream. You go online or on your mobile device and send text messages (”tweets”) of up to 140 characters — or about one sentence long. Your tweets can be read by others, and you can sign up to follow the messages others write so that you can read theirs.

27

http://twitter.com/stephenfry

http://twitter.com/Wossy

28

Conversations Dialogue Updates Micro-blogging

http://search.twitter.com/

29

30

31

Twitter Twitter applicationsapplications

six types of tweets

32

Top tips for TwitterTop tips for Twitter

Reach out Be interested and you will be interesting Be yourself  Focus on relevance Make your 140 characters count Always integrate Be your own, most constructive critic Don’t be afraid to make mistakes

33

Your Twitter profileYour Twitter profile Make your bio clear and include

searchable keywords.   Include a URL that links to a page on your

website.   Make the most of your profile background.  Make your avatar clear, simple and

identifiable. 

34

Blogging: stories with PicturesBlogging: stories with Pictures

Museums using Flickr:

Museum of London: http://www.flickr.com/groups/museumoflondon/

Bolton Museum: http://www.flickr.com/groups/buildingbolton/ London Transport Museum: http://

www.flickr.com/photos/ltmuseum/ V&A: http://www.flickr.com/groups/va_museum/ British Postal Museum & Archive: http://

www.flickr.com/photos/postalheritage/ National Maritime Museum: http://

www.flickr.com/photos/nationalmaritimemuseum/ York Railway Museum:

http://www.flickr.com/photos/briburt/sets/72157603395809523/ National Media Museum: http://

www.flickr.com/photos/nationalmediamuseum RAF Museum: http://www.flickr.com/groups/rafmuseum/ Aviation Museum: http://www.flickr.com/groups/aviationmuseum/

35

Free Easy to use Easy to embed

pictures on your site Reach – your pictures

are viewed by more people

You can’t control what other photographers do

Groups can get big and drift from core purpose

You may be tagged on photos you don’t like

36

What is social bookmarking?What is social bookmarking?

store, tag and share links across the internet.

share links with friends… and people with similar interests.

access links from any computer.

37

BenefitsBenefits

Makes information manageable Makes information portable – you can

access your bookmarks anywhere Connects your information and you to

others

38

ConsiderationsConsiderations

Must agree to tags Can’t stop people tagging your content –

even stuff you don’t want associated with you

Bookmarks can go out of date

39

40

Onto the computersOnto the computers

Find blogs you like – and why Blogs you don’t like – and why

Use www.technorati.com for written blogs www.search.twitter.com for microblogs www.youtube.com for video blogs www.flickr.com for blogs with pictures

41

Video and Audio

(And wikis too!)

42

What’s a wiki?What’s a wiki?

a Wiki is a type of website that allows the visitors to add, remove, and sometimes edit the available content. This ease of interaction and operation makes a wiki an effective tool for collaborative authoring.

43

44

Camera optionsCamera options

Flip camera Range in price from £70 - £150

(on Amazon)

Kodak Zi6£85 – 112 (Amazon.co.uk)

45

More professional and costly equipmentMore professional and costly equipment

46

47

Combining audio and stillimages

Participatory projects Multiple styles:

Audio diary Reporter-led Montage UGC Narrated

Digital Storytelling Digital Storytelling Audio SlideshowsAudio Slideshows

48

49

50

Practical ExercisePractical Exercise

51

A personalized pageA personalized page

52

53

54

55

56

57

58

59

60

61

Manchester LibrariesManchester Libraries

62

63

64

65

66

Re-aggregating the museum experience

67

What is a social network?What is a social network?

Social networks are groups of individuals unified by common

Interests Vocations Passions Needs

Before the internet these groups were more limited by proximity

Online social networks benefit from the LONG-TAIL effect

68

69

Niche social networksNiche social networks

http://www.rspb.org.uk/community/

http://www.allaboutpets.org.uk/home.aspx

70

More than 300 million active users

50% of active users log on to Facebook in any given day

The fastest growing demographic is those 35 years old and older

General Growth

71

User Engagement Average user has 120

friends on the site More than 6 billion

minutes are spent on Facebook each day (worldwide) (3)

More than 40 million users update their statuses at least once each day (15)

More than 10 million users become fans of Pages each day (3.5)

72

Applications More than 2 billion photos uploaded to the site each month (850 million)

More than 14 million videos uploaded each month

More than 2 billion pieces of content (web links, news stories, blog posts, notes, photos, etc.) shared each month

More than 3 million events created each month

More than 45 million active user groups exist on the site

Source: http://www.facebook.com/home.php#/press/info.php?statistics

73

Fan pageFan page

74

Closed v Open social networksClosed v Open social networks

You can set up your own network for your community or organisation by using free networks like:

www.ning.com www.webjam.com www.wetpaint.com

75

Examples of successful NING Examples of successful NING groupsgroups

childsifoundation

Museum 3.0

76

77

Its up to you to figure out what the *something* is!

These are the tools that allow

you to do something