Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.
Understanding Social Media:
The Role of Digital Networking Tools


Brian Barclay, Aubrey Madler,
Alex McEllistrem-Evenson,...
CR
H
     Our Goals Today:
     • Clarify what “social media” actually
       is, distinguishing between specific services...
CR
H
     “The Internet is not something that
     you just dump something on. It’s
     not a big truck. It’s a series of...
CR
H
                About “Content”
     • Refers to the information transmitted via a
       given medium (Internet, tel...
CR
H
     Social Media
     • Referred to as “social” because it usually requires
       a reciprocal relationship: one is...
CR
H
 An Overview of Social Media
 •   Blogs (Blogger, WordPress)
 •   Wikis (Wikipedia)
 •   Micro-Blogs (Twitter)
 •   S...
CR
H
     Disclaimers
     • Because social media are used by different
       people in very different ways, defining
   ...
CR
H
     What are blogs?
     • Think of a blog as being analogous in many ways to a
       newspaper. Blogs feature regu...
CR
H
     How do I create or read blogs?
     • Blogger and WordPress are free services which allow
       users to create...
CR
H
     So, what is Facebook?
        • Facebook (www.facebook.com) is currently the most
          widely used social n...
CR
H
 Photograph          The “Wall,”
                        where
                     friends post
                    ...
CR
H
     Then, what is Twitter?
        • Twitter (www.twitter.com) is a micro-blogging service.
          Posts, called ...
CR
H
     Twitter’s quirks:
     • The 140 character limit makes it difficult to
       explain and contextualize tweets, ...
CR
H
CR
H
     Questions?
     • Wendy, Brian, and Aubrey will be covering
       the various aspects of “why” people and
     ...
CR
H
     So…why do people use this stuff, anyway?
CR
H
     1. Changes in our “customers”
     • Our customers are:
         – Watchers: 52% of online users have watched Yo...
CR
H
     Customers want to interact with us…
     • 93% of Americans believe
       a company should have a
       social...
CR
H
     And…we want to interact with them!
                                      We want our
                           ...
CR
H
     2. We need to keep up with our
     customers’ expectations
     They:
           –    want access to our produc...
CR
H
     3. How we establish and configure our
     human network is maturing
     • Before Web 2.0, we maintained relati...
CR
H


     • We enjoy the freedom to choose with whom we wish to
       follow and ultimately connect, creating a framewo...
CR
H
CR
H
     4. Changes in the marketing landscape
     • Interactive marketing forecast: $55 billion by 2014
         – This...
CR
H
     5. Location, location, location
     • You need to go to where your
       customers/clients/partners
       are...
CR
H
     Recap: why are people using social media?

     • Our customers are using social media
     • They expect us to ...
CR
H


     Questions about why we use social media?
CR
H




     Who?
CR
H
      Adults and Social Networks
       • 8% in 2005 to 35% now (2008)
       • Primarily for personal use
          ...
CR
H
     Twitter demographics




                 http://www.comscore.com/blog/2009/04/twitter_traffic_explodes.html
CR
H
          Web 1.0                                    vs. Web 2.0
      •    Static                                   ...
CR
H        Businesses and Social Networks

            Companies that utilize the social web well:

                     ...
CR
H     Veterans of Foreign Wars




 http://www.vfw.org/index.cfm?fa=news.levelc&cid=3807
C R Rural Reporter from Wisconsin ORH
H




 http://www.worh.org/reporter
CR
H
         Wisconsin Office of Rural Health




http://www.facebook.com/pages/Madison-WI/Wisconsin-Office-of-Rural-Heal...
CR
H
      Rural Reporter Twitter




 http://twitter.com/rural_reporter
CR
H
     Rural health tweeters
     • WI Office of Rural     •   John Eich-NRHA      •   Public Health Policy
       Heal...
CR
H

     •   According to the latest research by Razorfish (3/09), the connected consumer
         continues to adopt so...
CR
H
     What is the CRH doing?
     • Facebook page
     • Twitter account
     • Wikipedia page
CR
H
     CRH Facebook page
CR
H
     CRH Twitter page
CR
H
     What RAC is already doing
     • Twitter
     • YouTube
CR
H
     RAC Twitter pages
     •   RAC funding
     •   RAC news
     •   RAC events
     •   RAC documents
CR
H
     RAC YouTube page
CR
H
     Plans for the future
     • CRH blog
     • RAC Facebook page?
     • HWIC and Gateway Twitter feeds
     • HWIC...
CR
H
     Why are we doing this
     • Reach a broader, more diverse audience
     • Keep up with users’ expectations
    ...
CR
H
     How might you use social networking tools within
     your project?
     • Build and strength partnerships and
 ...
CR
H
     Further Reading
     • All in the Facebook family: older generations join social networks
       http://www.cnn....
CR
H
                  Your CRH Digirati Team
                  is available anytime for
                   additional inf...
Upcoming SlideShare
Loading in …5
×

Understanding Social Media: The Role of Digital Networking Tools

I co-presented this information to colleagues during a professional development: Web 2.0 session.

  • Be the first to comment

  • Be the first to like this

Understanding Social Media: The Role of Digital Networking Tools

  1. 1. Understanding Social Media: The Role of Digital Networking Tools Brian Barclay, Aubrey Madler, Alex McEllistrem-Evenson, Wendy Opsahl
  2. 2. CR H Our Goals Today: • Clarify what “social media” actually is, distinguishing between specific services such as Facebook and Twitter. • Offer background information on the 2.0 concept • Outline how & why businesses are using these social technologies • Explain what the CRH is doing with these technologies and why • Spark interest and discussion for future training and implementation opportunities
  3. 3. CR H “The Internet is not something that you just dump something on. It’s not a big truck. It’s a series of tubes. And if you don’t understand, those tubes can be filled and if they are filled, when you put your message in, it gets in line and it’s going to be delayed by anyone that puts into that tube enormous amounts of material.” U.S. Senator Ted Stevens, 2006.
  4. 4. CR H About “Content” • Refers to the information transmitted via a given medium (Internet, television, face-to-face conversation); • Consists of text (hyperlinked or not), imagery, video footage, software applications / utilities, and files; • Can be dynamic or static, ephemeral or lasting, public or private, proprietary or communal… and sometimes both in each case; • Is transmitted, shared, and publicized in many different ways.
  5. 5. CR H Social Media • Referred to as “social” because it usually requires a reciprocal relationship: one is not either an “author” or a “reader”; rather, most users are both. • Content in social media, therefore, comes from multiple sources – often simultaneously. “The medium is the message” – Marshall McLuhan
  6. 6. CR H An Overview of Social Media • Blogs (Blogger, WordPress) • Wikis (Wikipedia) • Micro-Blogs (Twitter) • Social Networking Services (Facebook, MySpace, LinkedIn) • Photo Sharing Services (Flickr, Shutterfly) • Video Sharing Services (You Tube, Vimeo) • RSS Feed Readers (Google Reader, Feedreader) • Social bookmarking sites (Delicious)
  7. 7. CR H Disclaimers • Because social media are used by different people in very different ways, defining what these services are is problematic. • The best way to figure out how these services work and to explore their capabilities is to get online and try them out.
  8. 8. CR H What are blogs? • Think of a blog as being analogous in many ways to a newspaper. Blogs feature regular entries of content from one or more authors. They emerge from a particular context or focus which can range from a person’s personal life to a wide-ranging subject. Entries are commonly displayed in reverse-chronological order. • quot;Blogquot; can also be used as a verb, meaning “to maintain or add content to a blog.” • Blogs usually allow for readers to add commentary which can be read by all users.
  9. 9. CR H How do I create or read blogs? • Blogger and WordPress are free services which allow users to create, publish, and publicize their blogs. Visit www.blogger.com or www.wordpress.com to access these services. • Technorati.com provides a directory of blogs at http://technorati.com/blogs/directory/ (not comprehensive). • Visit “Blog for Rural America” for an example at http://www.cfra.org/blog . Note the “Blogs We Read” panel on the right-hand side of the page.
  10. 10. CR H So, what is Facebook? • Facebook (www.facebook.com) is currently the most widely used social networking service. Similar services are MySpace (www.myspace.com) and LinkedIn (www.linkedin.com). • Users create personal profiles which can be made public or private, and add other users as “friends.” They are then able to view and comment on content added by these “friends.” • Think of these sites as mirroring face-to-face socialization. Just as we all dress and speak according to the norms of the way we wish to be perceived, Facebook users provide content which does the same.
  11. 11. CR H Photograph The “Wall,” where friends post comments Basic information Detailed Information Friend list: Earl will receive updates on these people’s activities on his “home” page.
  12. 12. CR H Then, what is Twitter? • Twitter (www.twitter.com) is a micro-blogging service. Posts, called “tweets,” are limited to 140 characters – enough space for a sentence or two, or a web link with a brief comment. • Think of Twitter (and similar sites) as mirroring conversation. In a crowded room, where everyone is talking about various subjects, we are able to focus on those who we find most interesting by paying attention to them, or “following” them. • Users have a custom feed consisting solely of the tweets posted by users they are currently “following.”
  13. 13. CR H Twitter’s quirks: • The 140 character limit makes it difficult to explain and contextualize tweets, so users make use of a few simple “codes”: – the @ symbol indicates a username (mine is @alxmce); – “RT” is a “Re-Tweet,” a duplicate post from someone else (“RT @alxmce” would indicate “what follows is a tweet originally posted by Alex”); – the # symbol indicates a tag. One might end a tweet with “#UND” if one wanted it to show up in a search for “UND”.
  14. 14. CR H
  15. 15. CR H Questions? • Wendy, Brian, and Aubrey will be covering the various aspects of “why” people and organizations use social media. If there are any remaining questions about what these services are and how they differ from one another, please feel free to ask now.
  16. 16. CR H So…why do people use this stuff, anyway?
  17. 17. CR H 1. Changes in our “customers” • Our customers are: – Watchers: 52% of online users have watched YouTube, 42% have read blogs, 19% have downloaded podcasts – Sharers: 29% have used social networking sites, 28% have tagged online content, 21% have shared online content that they created – Commenters: 32% have rated a product, service or person, 30% have commented on a product, 22% have commented on newsgroup or site – Producers: 12% have created or worked on a blog; 11% have remixed content. – Curators: People that have edited a wiki - moderated a forum – Non-active (not surveyed) • It’s no longer about selling, it’s about the RELATIONSHIP Charlene Li, the Altimeter Group
  18. 18. CR H Customers want to interact with us… • 93% of Americans believe a company should have a social media presence. • 85% believe a company should be active with customers in social media. • 56% feel a stronger connection with companies they interact with in social media. Source: Cone , 9/08
  19. 19. CR H And…we want to interact with them! We want our customers to be here
  20. 20. CR H 2. We need to keep up with our customers’ expectations They: – want access to our product as quickly as possible – expect the product to work on any platform in any location – want to see that we allow for feedback – expect that we respond to our customers, quickly – expect that we join and lead the conversation – want to see that we continually improve our products – expect us to use our products and be visible – expect that we will embrace or lead standards – expect we are driven by more than money – want us to treat them as informed consumers and partners Louis Gray http://www.louisgray.com/live/2009/05/10-rules-for-todays-consumers-in-new.html
  21. 21. CR H 3. How we establish and configure our human network is maturing • Before Web 2.0, we maintained relationships through email, snail mail, instant and text messaging, fax, phone, and in person – but it was typically confined to those contacts with whom we mostly knew or were getting to know. • In Web 2.0, we are building a human network that transcends geographic boundaries as it expands our reach, connections, potential influence, and exposure to new ideas and principles. • Our connections are no longer defined, bound or limited to that of our traditional relations or associations.
  22. 22. CR H • We enjoy the freedom to choose with whom we wish to follow and ultimately connect, creating a framework linked by shared interests and aspirations. • We are defining a new era of society and how we ultimately communicate with one another: – distributed interaction – globally dispersed contextual networks – spotlighting individuals who can consistently demonstrate expertise, capture attention, and empower their matrix of peers. • We are bound by commonalities online, which extends our relevant net beyond relatives and current colleagues/friends.
  23. 23. CR H
  24. 24. CR H 4. Changes in the marketing landscape • Interactive marketing forecast: $55 billion by 2014 – This includes social media, mobile media, email marketing, search marketing and display marketing • Over the next five years, social media is projected to grow at a 34% compound annual growth rate • Marketers seek: – lower cost – more accountable channels which are also widely used by their customers. • Marketers are migrating dollars away from traditional marketing channels and into interactive ones • What is decreasing? – Direct mail is down 40% – Newspaper advertising is down 35%
  25. 25. CR H 5. Location, location, location • You need to go to where your customers/clients/partners are, and where potential ones may be They are here!
  26. 26. CR H Recap: why are people using social media? • Our customers are using social media • They expect us to use social media too • The marketing landscape is changing • How we communicate and network are changing • It ultimately helps us achieve our promotional/branding/awareness goals
  27. 27. CR H Questions about why we use social media?
  28. 28. CR H Who?
  29. 29. CR H Adults and Social Networks • 8% in 2005 to 35% now (2008) • Primarily for personal use -50% on MySpace (primarily personal) -22% on Facebook (primarily personal) -6% on LinkedIn (professional) • 37% access their profile daily http://www.pewinternet.org/~/media//Files/Reports/2009/PIP_Adult_social_networking_data_memo_FINAL.pdf.pdf
  30. 30. CR H Twitter demographics http://www.comscore.com/blog/2009/04/twitter_traffic_explodes.html
  31. 31. CR H Web 1.0 vs. Web 2.0 • Static • Dynamic • Directories (taxonomy) • Tagging (folksonomy) • Personal websites • Blogging • Publishing • Sharing • Designed for consumption • Designed for Participation • Scarce • Abundant • Institutional • Personal • Expensive • Cheap “You don’t have to be tech savvy to use 2.0 tools” -Matt Lee, Minitex http://www.oreillynet.com/pub/a/oreilly/tim/news/2005/09/30/what-is-web-20.html http://www.pewinternet.org/Presentations/2009/12-Governing-as-Social-Networking.aspx
  32. 32. CR H Businesses and Social Networks Companies that utilize the social web well: • Oracle (technology) • H&R Block (tax advice) • Comcast (cable) • Skittles (‘Mix the Rainbow’) • Starbucks • Wal-Mart http://www.readwriteweb.com/archives/social_media_for_business_who_is_doing_it.php
  33. 33. CR H Veterans of Foreign Wars http://www.vfw.org/index.cfm?fa=news.levelc&cid=3807
  34. 34. C R Rural Reporter from Wisconsin ORH H http://www.worh.org/reporter
  35. 35. CR H Wisconsin Office of Rural Health http://www.facebook.com/pages/Madison-WI/Wisconsin-Office-of-Rural-Health/48273314683#/pages/Madison-WI/Wisconsin-Office-of-Rural-Health/48273314683
  36. 36. CR H Rural Reporter Twitter http://twitter.com/rural_reporter
  37. 37. CR H Rural health tweeters • WI Office of Rural • John Eich-NRHA • Public Health Policy Health • WV Rural Health • HHS • NC Office of Rural Research Center • Health Affairs Health • Other followers: • Univ. MN Public • MN Office of Rural • Telecom Monthly Health Health and Primary • HMS-EHRSource • Data Resource Care (info system for Center • Rural Reporter-WI community hospitals • Modern Healthcare Office of Rural Health seeking HER) • NIH for Health • Rural Cellular • Kat • Department of • Center for Rural Rodman, Communica Health Affairs tions & Outreach • Rural Broadband Coordinator-Alabama• CBS Health • Oregon Rural Action Primary Health Care Association • Rural Health IT Corp
  38. 38. CR H • According to the latest research by Razorfish (3/09), the connected consumer continues to adopt social media at a staggering rate as these “leading edge” tools are being used by the mainstream: • 28% use Twitter with some frequency • 41% use tag clouds with some regularity • 52% use RSS with some regularity • 52% have shared bookmarks on social bookmarking sites • 55% use widgets on their desktop • 62% use widgets on websites such as Facebook • 81% read “most popular” links with some frequency Source: Greg Group: http://greggrouppublishing.com/2009/03/its-time-to-get-your- marketing-widget-on/
  39. 39. CR H What is the CRH doing? • Facebook page • Twitter account • Wikipedia page
  40. 40. CR H CRH Facebook page
  41. 41. CR H CRH Twitter page
  42. 42. CR H What RAC is already doing • Twitter • YouTube
  43. 43. CR H RAC Twitter pages • RAC funding • RAC news • RAC events • RAC documents
  44. 44. CR H RAC YouTube page
  45. 45. CR H Plans for the future • CRH blog • RAC Facebook page? • HWIC and Gateway Twitter feeds • HWIC and Gateway Facebook page? • HWIC customized RSS feeds and email updates • Wikipedia pages for the Center and its programs
  46. 46. CR H Why are we doing this • Reach a broader, more diverse audience • Keep up with users’ expectations • We want to be a leader in helping our rural communities leverage 2.0 technologies to help improve quality and access to healthcare in ND
  47. 47. CR H How might you use social networking tools within your project? • Build and strength partnerships and networks • Promote your project and its activities to a large diverse audience • Allow followers to get up to the minute updates on what you and your project are doing
  48. 48. CR H Further Reading • All in the Facebook family: older generations join social networks http://www.cnn.com/2009/TECH/04/13/social.network.older/ • Video: Social Media in Plain English • Video: Social Networking in Plain English • Video: Twitter in Plain English • NRHA Social Media: Getting started in social media http://www.ruralhealthweb.org/socialmedia • Ultimate How-To: Grow Your Social Media Network http://www.interactiveinsightsgroup.com/blog1/ultimate-how-to- grow-your-social-media-network/
  49. 49. CR H Your CRH Digirati Team is available anytime for additional information • Brian bbarclay@medicine.nodak.edu 7-0676 • Aubrey amadler@medicine.nodak.edu 7-6025 • Alex aevenson@medicine.nodak.edu 7-6026 • Wendy wopsahl@medicine.nodak.edu 7-0871

×