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social media 101




Monday, August 17, 2009
authors: chris koch & kathleen souder
                             ckoch@banyancom.com | ksouder@banyancom.com
                                    ph: 636.328.0221 | tw: @banyancom




Wednesday, August 12, 2009
1. a simple social media
                                  metaphor




Monday, August 17, 2009
Monday, August 17, 2009
I mean,
         I use only Tide.




Monday, August 17, 2009
Monday, August 17, 2009
Monday, August 17, 2009
Monday, August 17, 2009
Monday, August 17, 2009
information spreading fluidly
                          among trusted sources.




Monday, August 17, 2009
Social Media isn’t a new thing.
              It’s a new way of doing very old things.




Monday, August 17, 2009
the old way.




Monday, August 17, 2009
In the broadcast world,
                          information emanates from a single source.

                          In order to reach more listeners,
                          the source essentially has to get louder.




Monday, August 17, 2009
How loud?

                          The average American is encounters
                          around 245 advertising messages every day.




Monday, August 17, 2009
The louder it gets, the more inclined we
                          are to block out the noise.




Monday, August 17, 2009
and the solution?




Monday, August 17, 2009
The incredible power of authentic human
                          conversation or... tell your friends and family.




Monday, August 17, 2009
Exponential...




Monday, August 17, 2009
Exponential...




Monday, August 17, 2009
Exponential...   and self-reinforcing.




Monday, August 17, 2009
2. what is social media?




Monday, August 17, 2009
Social Media:
  digital tools for sharing and discussing information
  between people.*

                                 * definition provided by Wikipedia, as of
                          September 2008. Work on this definition began on
                                                            July 9th 2006.
                                          it has been revised over 500 times
                                                   by hundreds of authors.



Monday, August 17, 2009
Social Media:
  digital tools for sharing and discussing information
  between people.


                          • principally internet and mobile
                          • designed to meet a natural desire or need




Monday, August 17, 2009
Social Media:
  digital tools for sharing and discussing information
  between people.


                          three key actions of social media:
                              • connect.
                              • curate.
                              • contribute.




Monday, August 17, 2009
Social Media:
  digital tools for sharing and discussing information
  between people.


                          social media exist to facilitate, filter, and
                          authenticate conversation between human
                          beings.




Monday, August 17, 2009
The conversation is happening.
                 It’s up to you to shape it.




Monday, August 17, 2009
social media in action.




Monday, August 17, 2009
domerks!(7:52:06!PM): you know I can't really do my theory of social media justice via
                          instant messenger
                          domerks!(7:52:12!PM): however
                          domerks!(7:52:20!PM): i find it fascinating
                          domerks!(7:52:29!PM): i find fitting it into a business model fascinating
                          domerks!(7:52:39!PM): i find trying to fit it into a government/bureau model fascinating
                          hollywood5nd!(7:52:39!PM): well
                          domerks!(7:52:48!PM): b/c it’s like oil and water
                          hollywood5nd!(7:52:49!PM): because it's trying to take something that is by nature
                          organic
                          hollywood5nd!(7:52:57!PM): and sort of will it to go in a certain way
                          domerks!(7:53:01!PM): well
                          domerks!(7:53:02!PM): see
                          domerks!(7:53:03!PM): kinda sorta
                          hollywood5nd!(7:53:08!PM): the parable of the trellis?
                          domerks!(7:53:11!PM): what’s that?
                          hollywood5nd!(7:53:38!PM): oh
                          hollywood5nd!(7:53:42!PM): it's this thing my boss loves
                          hollywood5nd!(7:53:47!PM): about how like
                          hollywood5nd!(7:53:57!PM): a trellis is one of those things in a garden that vines grow up



                          hollywood5nd!(7:54:15!PM): and, the trellis doesn't
                          control how the vines grow, but it gets them to where
                          they've got to go.




Monday, August 17, 2009
The three key rules of Social Media:
                          •   listen intently.
                          •   reach out authentically.
                          •   participate consistently.




Monday, August 17, 2009
3. overview of social media
                            tools




Monday, August 17, 2009
The Social Media landscape includes many, many tools
         and platforms:
               • blogs
               • social networking sites
               • user content networks – video and photo sites
               • wikis
               • micromedia – twitter and text messages
               • user-customized experiences – RSS, apps and

                  widgets

         But new platforms are created all the time, and the
         lines between tools are blurring.


Monday, August 17, 2009
Tools change, but the fundamental actions of
         Social Media – connect, curate and contribute –
         remain consistent.


         Social Media tools may be best understood through in
         the context of these actions.




Monday, August 17, 2009
1. Connect:
          the use of Social Media tools to develop and maintain two-
          way relationships and form interwoven social networks.




Monday, August 17, 2009
1. Connect: social networking on facebook




Monday, August 17, 2009
1. Connect: social networking on govloop




Monday, August 17, 2009
1. Connect: conversations on twitter




Monday, August 17, 2009
2. Curate:
          the use of Social Media tools to tag and share content and
          build online experiences most relevant to a user’s interests
          or needs.




Monday, August 17, 2009
2. Curate: social bookmarking on digg




Monday, August 17, 2009
2. Curate: shared media on facebook




Monday, August 17, 2009
2. Curate: share functions on New York Times




Monday, August 17, 2009
2. Curate: hash-tagging on twitter




Monday, August 17, 2009
3. Contribute:
          the use of Social Media tools to create, add and share media,
          content or conversations.




Monday, August 17, 2009
3. Contribute: posts on blogs




Monday, August 17, 2009
3. Contribute: comments on Ning




Monday, August 17, 2009
3. Contribute: user video on YouTube




Monday, August 17, 2009
3. Contribute: microblogging on twitter




Monday, August 17, 2009
4. social media for behavior
                           change




Monday, August 17, 2009
why is Social Media such a powerful tool
  for behavior change?
                  In social media, the lines between our real lives and
                  digital lives are disappearing
                  allowing messages to travel fluidly between our on-line
                  activities and off-line values, attitudes, and behaviors –
                  and back again.




Monday, August 17, 2009
people are most eager to share what’s most
           meaningful to them.




Monday, August 17, 2009
the more meaningful the message, the more
           powerful Social Media tools can be.




Monday, August 17, 2009
Social Media users seeking
                          answers about real-world
                          smoking behavior.




Monday, August 17, 2009
Three approaches for affecting behavior
  through Social Media:
                  •   social marketing
                  •   social psychology
                  •   social ecology




Monday, August 17, 2009
Three approaches for affecting behavior
  through Social Media:
                  •   social marketing
                          Messages can be crafted and delivered to in ways that
                          influence attitudes, encourage action and promote positive
                          behavior change.
                  •   social psychology
                  •   social ecology




Monday, August 17, 2009
Three approaches for affecting behavior
  through Social Media:
                  •   social marketing
                  •   social psychology
                          The dynamics of the relationships that make up social
                          media networks can be leveraged to invest audience
                          members in a message and turn them into promoters.!
                  •   social ecology




Monday, August 17, 2009
Three approaches for affecting behavior
  through Social Media:
                  •   social marketing
                  •   social psychology
                  •   social ecology
                          Engagement with messages and lasting behavior change
                          can be secured by understanding and addressing audiences
                          through their individual, relational, communal and
                          societal contexts.



Monday, August 17, 2009
The Model of Social Ecology:




     individual




Monday, August 17, 2009
The Model of Social Ecology:




     individual           relationship




Monday, August 17, 2009
The Model of Social Ecology:




     individual           relationship   community




Monday, August 17, 2009
The Model of Social Ecology:




     individual           relationship   community   society




Monday, August 17, 2009
The Model of Social Ecology:
      Social Media connects conversation
      at every level.




Monday, August 17, 2009
The Model of Social Ecology:
      Effective Social media strategies influence
      the conversation at every level.




Monday, August 17, 2009
5. social media and federal
                            agencies




Monday, August 17, 2009
GSA Social Media Agreements
           Throughout 2009, the General Services Administration has
           struck agreements with many social media platforms to
           overcome the liability and sunshine roadblocks that have
           hindered Federal Agencies from interacting with the
           public on-line.




Monday, August 17, 2009
GSA Social Media Agreements
           Presently the list of social networking platforms with
           compliant Terms of Service includes:
                 • Facebook   • Vimeo
                 • MySpace    • blip.tv
                 • Twitter    • Blist
                 • Flickr     • AddThis
                 • YouTube


           New agreements are currently being added.



Monday, August 17, 2009
Federal agencies using Social Media




Monday, August 17, 2009
Federal agencies using Social Media




                                  DHHS Blog
Monday, August 17, 2009
Federal agencies using Social Media




                             CDC on YouTube
Monday, August 17, 2009
Federal agencies using Social Media




                            DHHS on Twitter
Monday, August 17, 2009
Federal agencies using Social Media




                          aids.gov on facebook
Monday, August 17, 2009
Despite impressive forward steps, Social Media
           outreach by Federal agencies has thus far
           tended to be:
                          •   limited in scope
                          •   one-directional
                          •   inconsistent




Monday, August 17, 2009
6. NCI and Social Media




Monday, August 17, 2009
Benefits of a Social Media Strategy
             •   Provides qualitative and quantitative insight into the
                 existing Social Media landscape surrounding a topic.
             •   Organizes messages and workflow to ensure effective,
                 consistent engagement.
             •   Elevates engagement above Social Media for Social
                 Media’s sake by leveraging tested approaches.
             •   Educates stakeholders, partners and proxies to extend
                 reach and depth of engagement.
             •   Allows for measurement of impact and adaptation to
                 strengths and weaknesses.



Monday, August 17, 2009
NCI Pregnant Smoking Cessation
          Phase 1 – Lurking and Environmental Scan: Complete

         Highlights of Phase 1 findings:
                          •   7.5 mentions per hour for most popular search terms
                              5460 per month.
                          •   Helpful tone is critical; conversations turn emotional
                              quickly.
                          •   Medical advice needs to be given by professionals.
                          •   Follow up is important; don’t hit and run.

Monday, August 17, 2009
NCI Pregnant Smoking Cessation
          Phase 2 – Strategic Recommendation: Ongoing

          Phase 3 – Implementation and Initial Engagement

          Phase 4 – Strategic Outreach

          Phase 5 – Measurement




Monday, August 17, 2009
There's no way to fully
                          control a grassroots
                          conversation or movement.

                          But you can plant a stake in
                          the ground.!




Monday, August 17, 2009
class dismissed.




Monday, August 17, 2009

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Social Media 101 by Banyan Communications

  • 1. social media 101 Monday, August 17, 2009
  • 2. authors: chris koch & kathleen souder ckoch@banyancom.com | ksouder@banyancom.com ph: 636.328.0221 | tw: @banyancom Wednesday, August 12, 2009
  • 3. 1. a simple social media metaphor Monday, August 17, 2009
  • 5. I mean, I use only Tide. Monday, August 17, 2009
  • 10. information spreading fluidly among trusted sources. Monday, August 17, 2009
  • 11. Social Media isn’t a new thing. It’s a new way of doing very old things. Monday, August 17, 2009
  • 12. the old way. Monday, August 17, 2009
  • 13. In the broadcast world, information emanates from a single source. In order to reach more listeners, the source essentially has to get louder. Monday, August 17, 2009
  • 14. How loud? The average American is encounters around 245 advertising messages every day. Monday, August 17, 2009
  • 15. The louder it gets, the more inclined we are to block out the noise. Monday, August 17, 2009
  • 16. and the solution? Monday, August 17, 2009
  • 17. The incredible power of authentic human conversation or... tell your friends and family. Monday, August 17, 2009
  • 20. Exponential... and self-reinforcing. Monday, August 17, 2009
  • 21. 2. what is social media? Monday, August 17, 2009
  • 22. Social Media: digital tools for sharing and discussing information between people.* * definition provided by Wikipedia, as of September 2008. Work on this definition began on July 9th 2006. it has been revised over 500 times by hundreds of authors. Monday, August 17, 2009
  • 23. Social Media: digital tools for sharing and discussing information between people. • principally internet and mobile • designed to meet a natural desire or need Monday, August 17, 2009
  • 24. Social Media: digital tools for sharing and discussing information between people. three key actions of social media: • connect. • curate. • contribute. Monday, August 17, 2009
  • 25. Social Media: digital tools for sharing and discussing information between people. social media exist to facilitate, filter, and authenticate conversation between human beings. Monday, August 17, 2009
  • 26. The conversation is happening. It’s up to you to shape it. Monday, August 17, 2009
  • 27. social media in action. Monday, August 17, 2009
  • 28. domerks!(7:52:06!PM): you know I can't really do my theory of social media justice via instant messenger domerks!(7:52:12!PM): however domerks!(7:52:20!PM): i find it fascinating domerks!(7:52:29!PM): i find fitting it into a business model fascinating domerks!(7:52:39!PM): i find trying to fit it into a government/bureau model fascinating hollywood5nd!(7:52:39!PM): well domerks!(7:52:48!PM): b/c it’s like oil and water hollywood5nd!(7:52:49!PM): because it's trying to take something that is by nature organic hollywood5nd!(7:52:57!PM): and sort of will it to go in a certain way domerks!(7:53:01!PM): well domerks!(7:53:02!PM): see domerks!(7:53:03!PM): kinda sorta hollywood5nd!(7:53:08!PM): the parable of the trellis? domerks!(7:53:11!PM): what’s that? hollywood5nd!(7:53:38!PM): oh hollywood5nd!(7:53:42!PM): it's this thing my boss loves hollywood5nd!(7:53:47!PM): about how like hollywood5nd!(7:53:57!PM): a trellis is one of those things in a garden that vines grow up hollywood5nd!(7:54:15!PM): and, the trellis doesn't control how the vines grow, but it gets them to where they've got to go. Monday, August 17, 2009
  • 29. The three key rules of Social Media: • listen intently. • reach out authentically. • participate consistently. Monday, August 17, 2009
  • 30. 3. overview of social media tools Monday, August 17, 2009
  • 31. The Social Media landscape includes many, many tools and platforms: • blogs • social networking sites • user content networks – video and photo sites • wikis • micromedia – twitter and text messages • user-customized experiences – RSS, apps and widgets But new platforms are created all the time, and the lines between tools are blurring. Monday, August 17, 2009
  • 32. Tools change, but the fundamental actions of Social Media – connect, curate and contribute – remain consistent. Social Media tools may be best understood through in the context of these actions. Monday, August 17, 2009
  • 33. 1. Connect: the use of Social Media tools to develop and maintain two- way relationships and form interwoven social networks. Monday, August 17, 2009
  • 34. 1. Connect: social networking on facebook Monday, August 17, 2009
  • 35. 1. Connect: social networking on govloop Monday, August 17, 2009
  • 36. 1. Connect: conversations on twitter Monday, August 17, 2009
  • 37. 2. Curate: the use of Social Media tools to tag and share content and build online experiences most relevant to a user’s interests or needs. Monday, August 17, 2009
  • 38. 2. Curate: social bookmarking on digg Monday, August 17, 2009
  • 39. 2. Curate: shared media on facebook Monday, August 17, 2009
  • 40. 2. Curate: share functions on New York Times Monday, August 17, 2009
  • 41. 2. Curate: hash-tagging on twitter Monday, August 17, 2009
  • 42. 3. Contribute: the use of Social Media tools to create, add and share media, content or conversations. Monday, August 17, 2009
  • 43. 3. Contribute: posts on blogs Monday, August 17, 2009
  • 44. 3. Contribute: comments on Ning Monday, August 17, 2009
  • 45. 3. Contribute: user video on YouTube Monday, August 17, 2009
  • 46. 3. Contribute: microblogging on twitter Monday, August 17, 2009
  • 47. 4. social media for behavior change Monday, August 17, 2009
  • 48. why is Social Media such a powerful tool for behavior change? In social media, the lines between our real lives and digital lives are disappearing allowing messages to travel fluidly between our on-line activities and off-line values, attitudes, and behaviors – and back again. Monday, August 17, 2009
  • 49. people are most eager to share what’s most meaningful to them. Monday, August 17, 2009
  • 50. the more meaningful the message, the more powerful Social Media tools can be. Monday, August 17, 2009
  • 51. Social Media users seeking answers about real-world smoking behavior. Monday, August 17, 2009
  • 52. Three approaches for affecting behavior through Social Media: • social marketing • social psychology • social ecology Monday, August 17, 2009
  • 53. Three approaches for affecting behavior through Social Media: • social marketing Messages can be crafted and delivered to in ways that influence attitudes, encourage action and promote positive behavior change. • social psychology • social ecology Monday, August 17, 2009
  • 54. Three approaches for affecting behavior through Social Media: • social marketing • social psychology The dynamics of the relationships that make up social media networks can be leveraged to invest audience members in a message and turn them into promoters.! • social ecology Monday, August 17, 2009
  • 55. Three approaches for affecting behavior through Social Media: • social marketing • social psychology • social ecology Engagement with messages and lasting behavior change can be secured by understanding and addressing audiences through their individual, relational, communal and societal contexts. Monday, August 17, 2009
  • 56. The Model of Social Ecology: individual Monday, August 17, 2009
  • 57. The Model of Social Ecology: individual relationship Monday, August 17, 2009
  • 58. The Model of Social Ecology: individual relationship community Monday, August 17, 2009
  • 59. The Model of Social Ecology: individual relationship community society Monday, August 17, 2009
  • 60. The Model of Social Ecology: Social Media connects conversation at every level. Monday, August 17, 2009
  • 61. The Model of Social Ecology: Effective Social media strategies influence the conversation at every level. Monday, August 17, 2009
  • 62. 5. social media and federal agencies Monday, August 17, 2009
  • 63. GSA Social Media Agreements Throughout 2009, the General Services Administration has struck agreements with many social media platforms to overcome the liability and sunshine roadblocks that have hindered Federal Agencies from interacting with the public on-line. Monday, August 17, 2009
  • 64. GSA Social Media Agreements Presently the list of social networking platforms with compliant Terms of Service includes: • Facebook • Vimeo • MySpace • blip.tv • Twitter • Blist • Flickr • AddThis • YouTube New agreements are currently being added. Monday, August 17, 2009
  • 65. Federal agencies using Social Media Monday, August 17, 2009
  • 66. Federal agencies using Social Media DHHS Blog Monday, August 17, 2009
  • 67. Federal agencies using Social Media CDC on YouTube Monday, August 17, 2009
  • 68. Federal agencies using Social Media DHHS on Twitter Monday, August 17, 2009
  • 69. Federal agencies using Social Media aids.gov on facebook Monday, August 17, 2009
  • 70. Despite impressive forward steps, Social Media outreach by Federal agencies has thus far tended to be: • limited in scope • one-directional • inconsistent Monday, August 17, 2009
  • 71. 6. NCI and Social Media Monday, August 17, 2009
  • 72. Benefits of a Social Media Strategy • Provides qualitative and quantitative insight into the existing Social Media landscape surrounding a topic. • Organizes messages and workflow to ensure effective, consistent engagement. • Elevates engagement above Social Media for Social Media’s sake by leveraging tested approaches. • Educates stakeholders, partners and proxies to extend reach and depth of engagement. • Allows for measurement of impact and adaptation to strengths and weaknesses. Monday, August 17, 2009
  • 73. NCI Pregnant Smoking Cessation Phase 1 – Lurking and Environmental Scan: Complete Highlights of Phase 1 findings: • 7.5 mentions per hour for most popular search terms 5460 per month. • Helpful tone is critical; conversations turn emotional quickly. • Medical advice needs to be given by professionals. • Follow up is important; don’t hit and run. Monday, August 17, 2009
  • 74. NCI Pregnant Smoking Cessation Phase 2 – Strategic Recommendation: Ongoing Phase 3 – Implementation and Initial Engagement Phase 4 – Strategic Outreach Phase 5 – Measurement Monday, August 17, 2009
  • 75. There's no way to fully control a grassroots conversation or movement. But you can plant a stake in the ground.! Monday, August 17, 2009