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The document discusses social media and its role in libraries. It defines social media and user generated content. It explains how social media has changed how people interact and communicate. It emphasizes the importance of information literacy and technological literacy in this new digital environment. It discusses concepts like participatory culture, the participation gap, and challenges of transparency and ethics that youth face. It provides statistics on usage of major social media platforms like Facebook, YouTube, and Pinterest. It outlines strategies libraries can take to better utilize social media, such as combining online and in-person events, curating content, and writing succinctly for the web.
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- 1. Social Media andthe Library Heather Lambert Continuing Education Coordinator Tennessee State Library and Archives
- 2. What is socialmedia? context, relevance and why you should do it How to do it better
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- 4. UGC (user generatedcontent) The sum of all ways in which people make use of Social Media 1. Published on a publicly accessible website or social networking site 2. Need to show certain amount of creative effort 3. Needs to have been created outside of professional routine and practice
- 5. What is SocialMedia? Social Media is a group of Internet-based applications that build onthe ideological and technological foundations of Web 2.0, and that allow the creation and exchangeof User Generated Content. Andreas M. Kaplan, Michael Haenlein, Users of the world, unite! The challenges and opportunities of Social Media, Business Horizons, Volume 53, Issue 1, January–February 2010, Pages 59-68, ISSN 0007-6813, http://dx.doi.org/10.1016/j.bushor.2009.09.003. (http://www.sciencedirect.com/science/article/pii/S0007681309001232)
- 8. Why Does SocialMedia Matter?
- 10. The Social MediaData Stacks 10 We start with a big number first: 53.5 billion minutes per month. Facebook is dominating the web brands. In looking at a data snapshot of monthly aggregate time spent on a site for Facebook and the ROW (rest of the web), Facebook has toppled some big names. The Nielsen Company data show that even Yahoo users come in a distant second with an average of 17.2 billion minutes per month, less than one-third Facebook’s total. YouTube ranks sixth, claiming 9.1 billion user minutes per month. Facebook and the ROW Top 10 U.S. Web Brands by Aggregate Time Spent U.S. web users monthly minutes in billions, home and work Source: The Nielsen Company 53.5 17.2 12.5 11.4 9.5 9.1 4.5 4.3 4.3 3.4 Facebook Yahoo Google AOL Media MSN/Windows Live/Bing YouTube Ebay EA Apple Microsoft
- 11. 95% of users login daily 73% of users access Facebook via Mobile 1.19 billion users
- 12. 20 billion– Numberof Instagram pictures shared
- 13. 250 billion –Estimated number of photos on Facebook.
- 14. 4 billion –The number of YouTube video views per day.
- 15. 100 hours –The amount of video uploaded to YouTube every minute.
- 16. 500 million –number of tweets sent per day.
- 17. 300 million- numberof Google+ users.
- 18. 70 million- numberof Pinterest users
- 19. Garlic Cheesy Bread-Most Repinned Pinterest Pin (105,220)
- 20. Way we interactis changing
- 21. Way we interactis changing Way we consume is changing
- 22. Way we communicatehas to change
- 23. Way ^we communicatehas to change
- 24. Way ^we communicatehas to change What
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- 27. The TRUTH: Digital Natives≠ digital literacy or information literacy
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- 30. Information and TechnologicalLiteracy
- 31. participatory cultures. “A participatoryculture is a culture with relatively low barriers to artistic expression and civic engagement, strong support for creating and sharing one’s creations, and some type of informal mentorship whereby what is known by the most experienced is passed along to novices. A participatory culture is also one in which members believe their contributions matter, and feel some degree of social connection with one another (at the least they care what other people think about what they have created)” http://digitallearning.macfound.org/atf/cf/%7B7E45C7E0-A3E0-4B89-AC9C- E807E1B0AE4E%7D/JENKINS_WHITE_PAPER.PDF
- 32. participatory media canbe described as media where the audience can play an active role in the process of collecting, reporting, analyzing and disseminating content Many-to-many digital technologies are fostering participatory user behaviors: choice, conversation, curation, creation, and collaboration. What is participatory media?
- 33. Forms of participatoryculture include: Affiliations / Expressions Collaborative Problem-solving / Circulations
- 34. The Participation Gap— the unequal access to the opportunities, experiences, skills, and knowledge that will prepare youth for full participation in the world of tomorrow. The Transparency Problem — The challenges young people face in learning to see clearly the ways that media shape perceptions of the world. The Ethics Challenge — The breakdown of traditional forms of professional training and socialization that might prepare young people for their increasingly public roles as media makers and community participants.
- 37. The Social MediaData Stacks 37 Social media networks, at the moment, still complement traditional TV viewing. A high percentage of Twitter users who tweet while watching a TV show discuss the show they’re watching, more often than Facebook users who log in during a TV show, according to TVGuide.com. The “TVGuide.com User Research Study” indicates 50% of Twitter users discuss a show they are watching, one-third more than the 35% of Facebook users. Half of Twitter Users Discuss TV Shows Social Media Commentary while Watching TV % of respondents, July 2011 Source: TVGuide.com 50% 50% 35% 65% I talk about the show I'm watching I talk about something else Twitter users Facebook users
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- 41. The Social MediaData Stacks 41 Almost 30% of senior marketing executives engaging in social media monitoring incorporate the information into their communications strategy, according to data from WebLiquid and RSW/US. Customer service enhancements – ranging from automated search engine alerts to specific data queries and third-party research – followed at close to 20%. Other relatively popular answers include media planning (almost 15%) and organic search optimization (more than 10%). Social Media Data Feeds Strategy Actionable Uses of Social Media Data % of respondents, August 2011 Source: WebLiquid and RSW/US 5% 8% 10% 13% 14% 18% 27% Other Display advertising optimization Paid search optimization Organic search optimization Media planning Customer service enhancements Communications strategy
- 48. The Social MediaData Stacks 48 NM Incite found that social network users see the platforms as a useful shopping and research tool, and participate with the desire to view and contribute to reviews of products and services. 68% of social media users (71% of parents and 64% of non- parents) go to social networking sites to read product reviews and more than half use these sites to provide product feedback, both positive and negative. Getting coupons is also popular, with 58% overall usage (64% of parents and 56% of non-parents). SocNet Users Want Deals, Discussion Social Media Use for Products/Services Information % of respondents, October 2011 Source: NM Incite 71% 64% 64% 59% 57% 64% 59% 56% 52% 49% Read consumer feedback Learn about products Get coupons/promos Give positive feedback Give negative feedback Parents Non-parents
- 49. The Social MediaData Stacks 49 3% 7% 6% 11% 26% 13% 28% 4% 2% More than once a day Once a day Every other day Twice a week Once a week Twice a month Once a month or less Never Other The highest percentages of online consumers say products, services and companies should communicate via social networks once a month or less and once a week or less, according to a study from ROI Research and Performics. 28% of online consumers say social network communication should be conducted once a month or less, while 26% say once a week or less. 1 in 4 Expect Weekly or Monthly Updates Marketing Contact via Social Networks % of respondents (n=2,997) June 2011 Source: ROI Research and Performics
- 50. The Social MediaData Stacks 50 comScore research found that the largest portion of U.S. users’ time spent within Facebook is on the individual’s homepage which features the newsfeed. In May 2011, 27% of engagement on Facebook.com occurred on the homepage and Newsfeed, followed by profile viewing (21%), photo viewing (17%) and usage of apps and tools (10%). 27% of User Time is Spent on Newsfeed How Users Spend Time on Facebook % of total engagement, September 2011 Source: comScore 27% 21% 17% 10% 25% Homepage/Newsfeed Profiles Photos Apps & Tools All Other
- 51. The Social MediaData Stacks 51 Active social network users, according to Nielsen, are 75% more likely to spend heavily on music and 47% more likely to heavily spend on clothing, shoes and accessories. They are 45% more likely to go on a date. Other areas where heavy social network users show more likelihood of participating include giving opinions on TV programs (33%), giving opinions on politics and current events (26%), attending professional sporting events (19%) and working out at a gym or health club (18%). Active SocNet Users Take It Offline Lifestyle Habits of Active Social Network Users % of total, compared to average internet users, Q3 2011 Source: The Nielsen Company 18% 19% 26% 32% 33% 45% 47% 53% 75% More likely to work out at a club More likely to attend a pro sports event More likely to give opinion on politics, current events Already follow a celebrity More likely to give opinion about TV programs More likely to go on a date More like to be heavy spenders on clothing, accessories Already follow a brand More likely to be heavy spenders on music
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- 65. Jaws- • Determined thatShark was bigger than originally thought • Decided that they would need a bigger boat
- 66. P.O.S.T People – Whoare you trying to engage? Objectives- What are you trying to achieve? Strategies- What it will look like when it’s done? Technologies- What tools will you use?
- 67. We used totalk about the 4 P’s But now we talk about the 4 C’s creativity curating connecting culture
- 68. Combine online eventswith in person events Follow your peers and people that intersect your mission Let your staff in on your goals and message and the statistics Write for the web and don’t make me scroll
- 69. Be Real Engage inreal time conversation Have real conversations Find your authentic voice- academic, advocacy, local, etc but be conversational
- 70. A hashtag searchon will help you follow all the conversations. Use hashtags to include your content in active public conversations.
- 72. Make your blogand website mobile friendly and search engine neutral
- 75. Engage people with genuinediscussion not -“Do you still wear gloves to church?” Build sustained Conversations Social media doesn’t mean dumbed down Don’t ask dead end questions.
- 76. Good Examples • http://www.childrensmuseum.org/ •https://www.facebook.com/HispanicInterest • http://worldwildlife.org/ • https://www.facebook.com/MadisonFriendsOf TheLibrary • Https://www.facebook.com/ncghl?ref=ts • http://pinterest.com/scstatelibrary/ • http://heritage.utah.gov/library • http://www.britishmuseum.org/channel.aspx?r ef=header
- 77. 1. Visual 2. Participatory 3.Match the tool to the audience 4. Give them something/Swag 5. Check your rep, look for opportunities to contribute 6. Tie to your vision, choose your voice 7. Social Media is not an outlier- roll into your communication plan, marketing plan, strategic plan 8. Be human, dynamic, responsive 9. Dedicate the appropriate amount of resources 10. Know Your Brand 11. Create a Community Atmosphere 12. Be Intriguing 13. Be Timely 14. Play at Emotions (see 8)
- 79. How often andwhen?
- 80. Tools to help Klout GoogleAlerts Google Analytics Back Tweets Yoono Facebook Insights HootSuite Tweetdeck Mention PinPuff Pinterest web analytics Socialmention Twentyfeet Buffer Crowdbooster Peerindex
- 82. brand storytelling {forlibraries} Heather lambert [email protected]
- 83. define: Brand A brandis the set of expectations, memories, stories and relationships that, taken together, account for a consumer’s decision to choose one product or service over another. If the consumer (whether it’s a business, a buyer, a voter or a donor) doesn’t pay a premium, make a selection or spread the word, then no brand value exists for that consumer. A brand's value is merely the sum total of how much extra people will pay, or how often they choose, the expectations, memories, stories and relationships of one brand over the alternatives. --Seth Godin
- 84. define: Storytelling Stories arehow we assign meaning to things. Humans are "creatures of context" and we always are looking for ways to put things in context. Stories are patterns made up of events that are put together in a particular order and this order gives it meaning. -- Bill Harley Storytelling is the interactive art of using words and actions to reveal the elements and images of a story while encouraging the listener’s imagination. Storytelling involves a two-way interaction between a storyteller and one or more listeners. --National Storytelling Network
- 85. define: Content Marketing Amarketing technique of creating and distributing valuable, relevant and consistent information to attract and acquire a clearly defined audience – with the objective of driving profitable customer action. -- contentmarketinginstitute.com
- 86. People like storytellingbecause it tells them whether brands ‘have a clear sense of purpose’ and ‘create their own world’. It makes people ‘intrigued to see what they’ll do next’. --AESOP marketing
- 87. storytelling storytelling storytellingstorytelling storytelling
- 88. stop counting things starttracking outcomes
- 89. no context, nooutcomes, no personalization- no story
- 90. A good storyis an end in itself. Whether or not it helps define a brand, sell a product, or make a point, a story must stand on its own. If it only exists to thinly disguise a marketing message, you’re not fooling anybody. -- Rob Walker
- 91. we can nolonger push our messages across, we need to pull customers in with engaging, useful content.
- 92. we know stories.we own storytelling. we are the good guys. we have amazing stories.
- 93. be the sourceof information people with which people want to engage.
- 94.
- 95. broaden your perspectiveon storytelling.
- 96. create an organizationalculture of storytelling.
- 97. get organized assign responsibility pullon the same rope measure your impact don’t forget to distribute have something to say content sandwich - Rachel Metscher
- 98.
Editor's Notes
- #2 Why does social media matter? Stats What do people use social media for? Ladder What is participatory culture and media? How does this mix with our mission? Is your social media and online prescence meeting the criteria? What do you need to do to make your prescence effective What about particpartory media, are you curating it?
- #4 Web 2.0 is a term that was first used in 2004 to describe a new way in which software developers and end-users started to utilize the World Wide Web; that is, as a platform whereby content and applications are no longer created and published by individuals, but instead are continuously modified by all users in a participatory and collaborative fashion. One to many versus many to many they are replaced by blogs, wikis,and collaborative projects in Web 2.0. Although Web2.0 does not refer to any specific technical update of the World Wide Web, there is a set of basic functionalities that are necessary for its functioning. Among them are Adobe Flash (a popular method for adding animation, interactivity, and audio/video streams toweb pages), RSS (Really Simple Syndication, a family of web feed formats used to publish frequently updated content, such as blog entries or news head-lines, ina standardized format),and AJAX (Asynchro-nous Java Script, a technique to retrieve data from web servers asynchronously, allowing the update of web content without interfering with the display and behavior of the whole page). For the purpose of our article, we consider Web 2.0 as the platform for the evolution of Social Media. Change in how developers and end-users utilized the web Some functionality change Namely dynamic vs. static (AJAX) RSS Flash Emphasis on collaboration, many to many vs. one to many Ideological and technological foundation
- #5 2005- is usually applied to describe the various forms of media content that are publicly available and created by end-users. According to the Organisation for Economic Co-operation and Development (OECD, 2007), UGC The first condition excludes content exchanged in e-mails or instant messages; the second, mere replications of already existing content (e.g., posting a copy of an existing newspaper article on a personal blog without any modifications or commenting); and the third, all content that has been created with a commercial market context in mind.
- #6 By 1979, Tom Truscott and Jim Ellis from Duke University had created the Usenet, a worldwide discussion system that allowed Internet users to post public messages. Yet, the era of Social Media as we understand it today probably started about 20 years later, when Bruce and Susan Abelson founded ‘‘Open Diary,’’ an early social networking site that brought together online diary writers into one community. The term ‘‘weblog’’ was first used at the same time, and truncated as ‘‘blog’’ a year later when one blogger jokingly transformed the noun ‘‘weblog’’ into the sentence ‘‘we blog.’’ add in high speed media, you get facebook, myspace, friendster and you have social media You have to categorize social media, lots of ways its done and redone but here is what I am going to use since most appropriate for us
- #7 Collaborative documents, a synchronistic group work Mind mapping- non linear learning, conceptualizing, deconstruction Zines, blogs, web sites- debunking and creating Kickstarter projects- tie to values Alternate Reality Gaming Data Mining Class expand -international, go where the action is Focus on creation skills versus sampling skills
- #9 Let’s start with a look at the people and raw numbers We have to do it But we have to realize we are the answer to it For libraries this is a gift. You are welcome. And yet, we still have librarians who don’t’ know what social media is, libraries that post book titles, weekly quotes and class schedules. ARGGGHGHGHG https://www.youtube.com/watch?v=fT-eXw7Xsjo&list=UULC9cX5GntaQmTSF6hTqrzA
- #10 There is a whole nother world of social media outside the big vive http://expandedramblings.com/index.php/resource-how-many-people-use-the-top-social-media/
- #12 7.159 billion people- http://www.worldometers.info/world-population/ India - 1.2 billion- China 1.3 billion 322.142.284 ish- us, 180m users in US Age- 13-17 -5% 18-34-47% 35-54-30% 55+-17% 258X the population of Louisiana Or 12.500 tiger stadiums. 30% get their news on Fb 1.47 million books share by 3/13 http://expandedramblings.com/index.php/by-the-numbers-17-amazing-facebook-stats/
- #13 40 pictures per user 200 million monthly users 75 million daily 35 million selfies by 10/13
- #14 217 per user
- #15 1 billion youtube users 6 billion hour watch per month 1 billlion video view from mobile 40% traffic is mobile Most subscribe is music most view is machiniama 50% of all teens consider it their favorite http://expandedramblings.com/index.php/youtube-statistics/
- #17 2006- launched Billion users 300 billion tweets sent 10/13 307 tweets per user http://expandedramblings.com/index.php/march-2013-by-the-numbers-a-few-amazing-twitter-stats/
- #18 3% of market but critically import http://expandedramblings.com/index.php/google-plus-statistics/ ant because…..
- #19 Pinterest started in 2010 30 billion pins 750 million boards 80% are women http://expandedramblings.com/index.php/pinterest-stats/
- #20 https://www.pinterest.com/pin/238550111481940397/ Closely followed by sparkly toes
- #21 Text rather than talk. Meet online than in person, North America There are 54 million singles in the United States. 5.5 million of those use dating services [6] 81% of members of dating sites lie about their height, weight, or age in their profiles http://www.theatlantic.com/magazine/archive/2008/07/is-google-making-us-stupid/6868/ -- Nicholas Carr
- #22 85% of our buying is online, 1 in 4 purchases at starbucks are made with phone, More than 1 in 4 UK adults claim that online product reviews have a major influence on their purchasing decisions. TGI, June 2011 58% of purchase decisions begin on search engines GroupM, February 2011 27% of people rarely or never look at more than one page of search engine results. Verdict Research as cited by digitalstrategyconsulting.com, April 2011 29% of people think the placement of a brand on the search results page reflects the importance of the brand company. Verdict Research as cited by digitalstrategyconsulting.com, April 2011 51% of people expect leading brands to be on top of the search results page. Verdict Research as cited by digitalstrategyconsulting.com, April 2011 63% of people normally find websites via a search engine. Verdict Research as cited by digitalstrategyconsulting.com, April 2011 90% of consumers use the internet to research vehicle purchases. Kia Motors as cited by Marketing Week, March 2011 Who is directing this research, who is the authority? If we don’t know basics of technological and information literacy, why would students? Consumerization of information. Personal determinations of Value and worth is being based on results by for profit companies. Dumbing down and it’s a problem. Who is the decider? http://www.theatlantic.com/magazine/archive/2008/07/is-google-making-us-stupid/6868/ -- Nicholas Carr
- #25 This presentation will highlight some ways, hows and what that technology can affect. Let me explain- Begin with who. Who are the new consumers (this includes most of us) What we communicate- convergence- outcomes, so what, personalized communication, stories, less about brand, less about outputs, visual
- #26 Rewarded in a digital environment – shallow superficial learning. Jack of all, master of none. That is the self perception of most of us but studies show that because most of this superficial learning comes from self directed exploration- we know EVEN LESS THEN WE THINK WE DO. A market plus for libraries and we should capitalize on this, because we are able to make the best use of their time, to find the right answer the first time, etc. No one is teaching us the core social media programs we need, the best privacy practices, the best study habits, the best newspapers to read, there is no western canon of modern life. Where do you start and when do you stop? Deep attention vs. Hyper attention. Humming bird vs woodpecker (lets remove the judgment from this, it is what it is) Multi tasking- again, our brains haven’t evolutionarily caught up with the technology. We think we are MT but we aren’t. we either aren’t really multi tasking, we are just hummingbird-ing. Or we are multi tasking and doing it all very poorly. If you are writing deep dive blog posts for this guy- waste of time and effort
- #27 In addition they might be studying, reading, talking to friends, eating, etc.
- #28 We have a responsibility as a profession to continue the education for our libraries about digital literacy- it’s the single biggest factor of long term success in the field We have a responsibility to teach our communities and to provide resources, we are information professionals. Finally this is why the one guy in your library that is really good with social media can’t be your sm guy. We use things without knowing how t hey work- show of hands how many know how the internet works? Difference between the web and the internet? The dark web ? How search engines work? Success rate of search engine? Argument- we don’t know how a telephone works but we use it .
- #29 Most of us are self taught, because there is NO ONE teaching us how navigate, learn apps, stay in touch and make sound decisions about where to invest our time So who becomes the decider? Self select via peer group or the Market makes decisions for them- just like the we do when we make consumer decisions. Direct implications for student learning outcomes- recognize and explain complex social institutions and cultures Think critically? Separate self and society? Analyze communication? Engage in research? This leads to the issue of consumerization of information (hello, Google I’m talking to you). http://www.columbiastate.edu/File/TBR%20learning%20outcomes%20for%20Psychology.pdf
- #32 Henry Jenkins, MIT, et all, macArthur foundation white paper Educators must work together to ensure that every American young person has access to the skills and experiences needed to become a full participant, can articulate their understanding of how media shapes perceptions, and has been socialized into the emerging ethical standards that should shape their practices as media makers and participants in online communities.
- #33 Differentiated from web 2.0 in that it doesn’t happen on a commercial platform with commercial guides, it’s not working for free
- #34 memberships, formal and informal, in online communities centered around various forms of media, such as Friendster, Facebook, message boards, metagaming, game clans, or MySpace). producing new creative forms, such as digital sampling, skinning and modding, fan videomaking, fan fiction writing, zines, mash-ups). working together in teams, formal and informal, to complete tasks and develop new knowledge (such as through Wikipedia, alternative reality gaming, spoiling). Shaping the flow of media (such as podcasting, blogging).
- #35 Addressing education through participatory culture is an opportunities for educators to address these pitfalls (and by the way directly address learning outcomes) A growing body of scholarship suggests potential benefits of these forms of participatory culture, including opportunities for peer-to-peer learning, a changed attitude toward intellectual property, the diversification of cultural expression, the development of skills valued in the modern workplace, and a more empowered conception of citizenship. Access to this participatory culture functions as a new form of the hidden curriculum, shaping which youth will succeed and which will be left behind as they enter school and the workplace. Some have argued that children and youth acquire these key skills and competencies on their own by interacting with popular culture
- #37 Co-opting traditional one to many technologies
- #38 95% of the public social conversation around TV happens on Twitter. Here are a few best practices to engage and grow your audience using the power of this medium. Hashtags (watched any tv lately) @username Live tweeting opporutunies
- #39 Many companies approach social computing as a list of technologies to be deployed as needed – a blog here, a podcast there – to achieve a marketing goal. But a more coherent approach is to start with your target audience and determine what kind of relationship you want to build with them, based on what they are ready for. Forrester categorizes social computing behaviors into a ladder with six levels of participation; we use the term "Social Technographics" to describe analyzing a population according to its participation in these levels. Brands, Web sites, and any other company pursuing social technologies should analyze their customers' Social Technographics first, and then create a social strategy based on that profile.
- #40 Year of convergence- interoperability, seamless blending of cloud (device nuetral) social, mobile and analytics Personalized communication, content marketing, visual storytelling, mobile first
- #41 Privacy design
- #43 Cant be one guy who really like social media, Top down, vision, story, shared
- #45 Really I don’t think this is the issues for libraries. I think the issue is much simpler. I think that libraries don’t want to admit that they need to spend considerable time selling their brand. Which is a little blind- not just from everything I have showed you- and the threat of being replaced – but because we do it all day long- we collect useless counts, we cobble together really poor statistics and we do luke warm advocacy and outreach. We have on blinders. There is no such thing as pure practitioner. We serve our customers. This is where we need to be. Spending a LOT of time crafting our brand, storytelling, developing outcomes, useful research measurements. We have to as a profession say this is mandatory part of what we do. We sell our brand.
- #47 Obviously you have to have standards and a central message, policies – hopefully by now that is happening If not, we can talk about that too
- #48 The IBM Institute For Business Value Global Consumer Study found that 36% of consumers will share their location, 32% will share social-media handles, and 22% would agree to get text messages from retailers on their phones. The survey lumped these three communication technologies as “SoLoMo.” The same study found, however, that consumers expect something in return, like customized offers on prices, shipping, and returns. The group surveyed more than 30,000 consumers worldwide, grouping them into how they used technology to shop. 19% were “traditional,” rarely shopping via SoLoMo; 40% use it to get information about a retailer or products; 29% were “tech-intrigued,” browsing and buying products via these ways; and “trailblazers" (12%) interact with retailers extensively through these technologies. consumers expect something for their like 63% fB users who like a brand on FB expect something in return Exclusive content sales, discounts or promotions SoLoMo-social, location, mobile- convergence of technologies, of participatory customized use, geol ocation, mobile and social media- http://mashable.com/2013/04/30/solomo/
- #51 Better to post less often and have high quality posts that make the newsfeed than lots of posts no one sees
- #53 http://dendritepark.com/perfect-status-on-facebook/#.UhIzHD92FQQ
- #54 So if you have to do something, do facebook. And create original content so it can be shared Follow through and ask people to do something, and give them something in return If they have something they want to say about you, they are going to do it on FB
- #56 Content curation This is being done by everyone but us- why why why?
- #58 http://www.business2community.com/seo/content-creation-for-seo-success-infographic-0206865#!GlNI0 We should own SEO we don’t –we should Why we state libraries can lead the way
- #59 5,000 hours reading a lifetime, 10,000 gaming- visual is powerful On FB photos get 7X more ligkes and 10X more shares than links
- #61 5,000 hours reading a lifetime, 10,000 gaming- visual is powerful
- #65 To be effective educators, especially online, we have to tell a story Jon Robertson Director of Learning and development lynda.com Production quality matters Incorporate graphics, video, audio Use technology (speak their language) Be inspiring and relevant Support non linear learning Create deeper associations by engaging and having experiential moments- in other words turn the camera around- which leads to the next area
- #66 To be effective educators, especially online, we have to tell a story Jon Robertson Director of Learning and development lynda.com Production quality matters Incorporate graphics, video, audio Use technology (speak their language) Be inspiring and relevant The library has a great story. We are the center of their universe, the mighty oz (in front of the curtain) they just don’t know it. TELL THEM. Use statistics, charts, graphs, videos, audio to explain why the library is relevant and the internet and Google has pitfalls. Support non linear learning Create deeper associations by engaging and having experiential moments- in other words turn the camera around- which leads to the next area Tell a story
- #67 Charlene Li and Josh Bernoff books, Groundswell, winning in a world transformed by social technologies
- #68 Product Price Place Promotion And I think this is a much better fit for us!
- #71 Steve Cooper sums it up with five reasons: Promotions—hashtags make it easy to track a promotion’s activity across many social platforms. Unification—you can track a hashtag across all the major networks or filter them individually using new tools such as Tagboard. Conversations—giving a customer your website URL doesn’t make it easy to begin a conversation, but hashtags do. Targeting—unlike going after a general web surfer on the open web, people who use hashtags are likely to engage in social conversations and therefore are more likely to share a positive experience they’ve had with your brand once you’ve broken through. Innovation—because they’re so flexible, simple and ubiquitous, more businesses are able to find creative ways to add power behind the hashtag.
- #72 Infographic of infographics Infographics are a great way to synthesize information simply and visually as seen in the above image from Vsual.ly. When done well, an infographic is a perfect poster-child for quick and effective dissemination of information via social media. Dragan Mestrovic : Infographics are shared on the web, Twitter and Facebook more often than other content online Infographics are easy to understand, consume and share On Twitter, LinkedIn and StumbleUpon, infographics get more shares than other content Powerful viral marketing tool
- #73 Only give visitors content they need. Responsive decision Carefully plan your layout. Landing pages should be simple. Design for multiple browsers and device compatibility. Always include social media icons. Automate the experience and use mobile redirects. Provide a link to your full site. Usability should be top priority. By using Mobile Meter, we can see what Social Media Examiner looks like on mobile devices. Don’t give readers any reason to leave your site. Be mobile-ready and -friendly.
- #78 Pictures and videos are one of the most shared types of media online. An image allows followers much more understanding and depth into your post. As a goal, try to post a relevant and interesting picture or video with every other to every third post. By writing posts that consistently encourage conversation you will create an environment for it. Open-ended questions, time sensitive topics and others inspire communication. Also, try to respond frequently and when it is appropriate. Show that you are paying attention to your fans. Keep an ear to the ground for news that affects your industry and followers. Post a link to the story with an explanation of what it means for you and your consumers. At the end of the day most people’s hearts hold a strong influence over their actions. Don’t be afraid to make your fans feel something. Make them laugh or make them cry, but by giving them an emotion your post becomes more than just words, it becomes a personal connection. It takes work to build relationships between companies and consumers, but the online world makes it a little easier. B
- #79 Align Content Development With Social Media Metrics And Goals Jayson DeMers suggests, “First you need to know what to measure. The end goals dictate the measurement metric.” metrics for four social media goals: If you’re looking to generate traffic, your metric should be: unique visitors from social websites where you’ve run your social media campaigns. If you’re looking to create a following, your metric should be: subscribers, followers on your social channels (Facebook, Twitter, etc.). If you’re looking to generate interaction, your metric should be: quantity and type of commentary (Facebook comments, Twitter replies/mentions). If you’re looking to generate revenue, your metric should be: the precise dollar value of every lead a social post generates.
- #80 Multiple sites: Post to multiple social sites, in addition to your own blog or website. Create a frequent and reliable presence on social networks. Better to have no presence than a spotty one.
- #81 Native and third party If your willing to pay sprout social is the best 39 a month
- #82 Lots of companies that will do this for you. And lots of tools, loads of them. A good social media person will have an arsenal You can pay a company to do this for you or you can use a combination for free tools and do it yourself.
- #86 Pull people in not push out to them Social media, participatory culture, personalized communication, differentiation
- #87 Apple, Cadbury, Walkers, Coca-Cola, McDonald’s, M&S, Kellogg’s, Heinz, Fairy, IKEA.
- #88 Everyone used to understand what it was about, now it’s more complicated but you aren’t talking about the library you are talking about your BRAND- which emcompasses way more than your books. We could say storytelling- and we could say outcomes – and we would be partially right. Benefits: Context Memory Emotional response
- #89 We do a lot of useless counting in our libraries, door counts, check outs, website hits, etc. Those are only useful if you have something you are using them for – and only if they support research Instead we need to work on outcomes- Work on developing outcomes- Outcomes is a change in behavior skill knowledge or status that occurs for use after a purposeful action the part of the library and library staff- Michele Gorman charlotte mecklenburg public library Outcomes answer the question “so what” That is also what makes a good story. When you talk about your children, it’s the same thing. You don’t say they’re four feet tall and 45 pounds; you tell stories about your kids. This should make us question we often focus on describing the features of our products with data, facts and figures. This logic-based approach is counter to our human nature. As storytellers we need to answer these questions. Who is the hero? What is the plot? What is the setting? And, a scary thing for some, what’s the conflict? If you’re telling a story, there’s always a conflict. We know that stories are inherently social and social media is about making connections.
- #90 Communicating message is breaking through the noise and disturbances of your competitors which is unfortunately everything- google, amazon, bookstore, peers, WWW Differentiation- What makes us different from all of them, and why do you care? Context for scale and scope of what you do, outcomes – cant tell a moving story about the number of books you shelve, number of volumes in you library- it would be the worlds most boring story Personalize it, make the story tell them something that helps them Number of circ transactions in one day doesn’t do that. No one cares about that-
- #91 Good brand storytelling is telling stories that emotionally plunge your audience right in the middle of your cause and stir them with your value to others. It has a heartbeat. Here is what you can’t do 1. Simply stating a vision or mission statement 2. Spewing jargon that describes what you do - rather than why it matters to someone else 3. Not interesting
- #93 Reveal something unknown or personal Tap into an emotion Take people on a journey Beginning, middle and an end Hero, antagonist, plot Simple is best. For sale: baby shoes, never worn. Make it visual- Sephora is a great example of a brand that uses images very well. They released data stating that their Pinterest followers spend 15 times more on Sephora merchandise than their Facebook fans. make your customer the hero. Storytelling allows you to put your customer in the limelight. Share their successes and challenges Phil johnson. content marketing- on our side because we are fighting the good fight, we have the perfect story of sustainable, equitable, enduring values of education, access, community, for all. Everyone one. When looking at that piece of content, if there’s anything that caught you off guard, chances are it’s one to keep. Make sure every story is compelling and share-worthy Ashley Callahan, Coke’s Manager of Digital Communications and Social Media, revealed that the company uses a checklist to determine if a piece of content is compelling and captivating enough to draw consumers in: Does it answer the “Why should I care” test? Do you care enough about that story that you would call your mom or best friend to tell her all about it? If you think you might share it, you probably are on the right track. Does it surprise you? Let’s be honest, a lot of the content out there is rather predictable, if not downright boring because many companies think that publishing quirky, out of the ordinary content is a risky strategy. Does it have universal appeal? Content needs to resonate with your customers. As Wayne Freedman, a San Francisco news reporter, put it: "There are big stories in the small ones, and small stories in the big ones. They reveal the meaningful truths about life". Does it generate interest? It goes without saying that all the stories you craft need to be linked to business objectives, but don’t forget to use data to determine if what you think is important actually matters or is of interest to the consumer. Is content being measured systematically? Coca-Cola uses an 'Expression of Interest' (EI) score, which looks at different KPIs to evaluate and rank stories based on their popularity. Coca-cola. Kill the press release and the corporate website- 'kill the press release'
- #94 Charity: Water does an amazing job of telling the story of how bringing clean, safe drinking water to people in developing nations is connected to their donation. I love the page about sponsoring a water project that in great detail shares what a contributor’s donation actually is used for. Fantastic use of images, details to tell their story and how it contributes to the greater good. Rachel Metscher (@rachelmetscher) Isn’t that us??
- #95 Stories are how we attach meaning to things but this only works if the story is relevant to the listener. The story can’t be about the library it has to be about the person. Personalized communication First, frame the Impact for libraries in terms of the impact for the patron or customer or non- user Less brand stories more personal stories Impact for libraries in terms of the impact for the patron or customer or non- user goal message know your audience- 3 characteristics END WITH A CALL TO ACTION- NON PROFITS CAN LITERALLY NOT AFFORD TO NOT ASK. Entire staff must know the library brand and must know how the library works in the greater community Exercise- Six words cannot start with library, must start with you
- #96 Thinking about what contributes to a storytelling culture, I immediately remembered Nora Ephron and her nearly eponymous advice passed down from her mother – “everything is copy.” This advice helped to create one of the popular storytellers of the 20th century, and my guess is it could help to create great stories and storytellers in your nonprofit. With a background in journalism, Nora Ephron wrote about her own life in a manner that was both human and captivating – precisely the result your non profit wants from sharing it’s stories. So my first advice to you, passed on from Nora Ephron’s mother – everything is story. In creating a storytelling culture, your organization is essentially learning to be its own journalist. Noelle Gaugher
- #97 the goal of most advocacy organization will be to create change, and frequently the story you’re telling won’t be your own. Finding and disseminating powerful personal stories that inspire change is challenging, but having an organizational culture of storytelling will make the process easier and more effective. Learn the lingo: Give your staff the tools to listen, dissect, and retell stories. This will be a recap of freshman english for many people so make sure to give it a spin that relates to your mission and your staff. Start with the basics – a definition of the story arc, and maybe a viewing of Joseph Campbell’s “The Meaning of Myth” if you can spare the time. You want to give staff the ability to think broadly and grandly about what storytelling could be in your organization. Regardless of your field, you may be surprised to find that people like talking about stories – especially personal stories, and you may start some great internal dialogue by giving people the freedom to discuss stories in their own life. Start with a basic lexicon: story arc, plot, narrative, point of view, the hero’s journey, metaphors. We have the edge here Generate buy in: Organization wide buy in – from the top down – will be important to creating a storytelling culture. You’re gonna need everyone on board, and this may involve selling some on the power of stories to your bottom line and work environment. At the core, a storytelling culture is about valuing a personal connection, and enhancing your communication abilities to enable that connection- hardly an objectionable goal. Valuing this connection enough to dedicate time and resources may take some finesse. To the doubters in your organization, you will want to show that a storytelling culture is both inline with your objectives, and not a far fetched new-fangled idea. Showing examples of successful storytelling organizations- and there are plenty- will be helpful.
- #98 There’s a direct link between the Internet, social networks, content marketing, and storytelling. You have to make your content appealing and the quote of the week, and the hottest book releases are NOT going to cut it. Storytelling is a natural fit to personalized stories about impact. (What about me?) Create a company-wide editorial calendar that shows what you will produce, who is producing, what it is about, when to expect it. This is key to actually creating and curating the content rather than talking about it. Especially for curating, what themes or topics do you plan to share? Not everyone has the same roles in curating or creating content. I think of this in terms of a RACI chart. Assign roles in terms of responsibility: Responsibility, Accountable, Consulted, and Informed. Don’t go through the process of creating content and not measure its impact. Where was it shared? How often? Did folks go back to your website? Sharing is caring. Most companies create content and never consider how to promote it. Plan for promotion early in the process. In order to create authenticate, relevant content you should be sharing something different that folks want to read. In the words of a former executive I worked with, “you need actual thoughts to successfully create thought leadership.” This is great for us, we were lousy at outbound marketing anyway, we have something to say
- #99 Beer- https://www.youtube.com/watch?feature=player_embedded&v=dxZu-6jewL4 1:02 Gum-https://www.youtube.com/watch?feature=player_embedded&v=xwndLOKQTDs 1:01 Kmart-https://www.youtube.com/watch?feature=player_embedded&v=I03UmJbK0lA:34 Direct tv- http://www.ispot.tv/ad/7f64/directv-hang-gliding:31 Chipotle- http://www.chipotle.com/en-us/fwi/videos/videos.aspx?v=1 3:00 Red bull- https://www.youtube.com/watch?feature=player_embedded&v=FHtvDA0W34I- 1:00 chrome-https://www.youtube.com/watch?feature=player_embedded&v=R4vkVHijdQk 1:31 allstate- https://www.youtube.com/watch?v=vtP-S9OS0o0 :29 water- https://www.youtube.com/watch?v=BCHhwxvQqxg&feature=player_embedded 3:23 su2c-https://www.youtube.com/watch?feature=player_embedded&v=rwC87ZKF1dQ 1:00 first world- https://www.youtube.com/watch?feature=player_embedded&v=fxyhfiCO_XQ 1:00 dove’s real beauty sketches- https://www.youtube.com/watch?feature=player_embedded&v=XpaOjMXyJGk 3:00 goldiblox- https://www.youtube.com/watch?feature=player_embedded&v=IIGyVa5Xftw 2:07 nike-https://www.youtube.com/watch?feature=player_embedded&v=WxfZkMm3wcg 4:37 (only do a minute or two) https://www.youtube.com/watch?feature=player_embedded&v=R4vkVHijdQk https://www.youtube.com/watch?feature=player_embedded&v=lUtnas5ScSE https://www.youtube.com/watch?v=BCHhwxvQqxg&feature=player_embedded https://www.youtube.com/watch?feature=player_embedded&v=rwC87ZKF1dQ https://www.youtube.com/watch?feature=player_embedded&v=VUYUvY6quE0 https://www.youtube.com/watch?feature=player_embedded&v=2mTLO2F_ERY pick any perfume ever- great examples of making a story out of literally nothing https://www.youtube.com/watch?feature=player_embedded&v=WxfZkMm3wcg-0 just the first few seconds gets the idea