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SOCIAL MEDIA & WEB 101
Pre-Conference WorkshopPSEWEB 2011
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ABOUT ME
• First website in ‘97• Hons BA, Media & Public Interest
‘06University of Western Ontario
• Academica Group• Richard Ivey School of Business• PSEWEB & Lunch Break Media
Ltd.
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AGENDA
1. Web−Fundamentals, Technologies
2. Search−Organic, Paid
3. Social Media−Email, Blogs, Social Networks
4. MultiMedia−Video, Images, YouTube, Flickr
5. Mobile− Apps, Websites, Geo-Location
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“In the era of social media, people use technologies to get what they need from each other, not traditional institutions.”
Charlene Li & Josh BernoffGroundswell: Winning in a World Transformed by Social
Technologies
Photo by Oldonliner
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WEBSITES
− Just one of many platforms
− Authoritative answers to specific questions
− Support & guidance The Internet
website
websitewebsite
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WEBSITES
− Just one of many platforms
− Authoritative answers to specific questions
− Support & guidance
The Internet
websites facebook
youtube
flickr
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WEB PROCESS
−Strategy−Architecture−Content−User Experience−Functionality
−Design−Development−Testing−Maintenance−Approvals
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STRATEGY
• Business Objectives
• Brand Positioning• Audiences (&
Audience Objectives)
• Goals (Metrics Planning)
• Content, Media
Assets• Budget• Timeline• Technologies• Stakeholders• Approvers• Editors
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ARCHITECTURE
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INFORMATION ARCHITECTURE 3.0?
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ARCHITECTURE
• Elements• Character Counts• Functional Notes• Navigation• Location
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ARCHITECTURE
• Elements• Character Counts• Functional Notes• Navigation• Location
Tools• Microsoft Visio
• Google Docs
www.pseweb.ca/google-wfkit
• iMockups
• OmniGraffe
• Paperbrowser
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CONTENT
• Copy• Images• Video• Animation
• Downloads• Metadata• Links
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USER EXPERIENCE
• Navigation• Accessibility• Performance• Testing
– Interviews– Groups– Click tracking
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AKA CONVERSIONS?
• Navigation• Accessibility• Performance• Testing
– Interviews– Groups– Click tracking
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CONTENT VS DESIGN
CSS, XHTML & Javascript
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CONTENT VS DESIGN
CSS, XHTML & Javascript
webpage.ht
ml<html>
<head>
<title>Melissa’s Website</title>
</head>
<body>
<h1>Melissa’s Website</h1>
<p>Here is some regular text. And now: <b>some
bold text.</b></p>
<p><font size=“5” face=“arial” color=“red”>
This paragraph is in Arial, size 5 and in red.
</font>
</p><a href=“http://www.pseweb.ca”><img
src=“logo.jpg”></a>
</body>
</html>
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CONTENT VS DESIGN
CSS, XHTML & Javascript
webpage.ht
ml<html>
<head>
<title>Melissa’s Website</title>
</head>
<body>
<h1>Melissa’s Website</h1>
<p>Here is some regular text. And now: <b>some
bold text.</b></p>
<p><font size=“5” face=“arial” color=“red”>
This paragraph is in Arial, size 5 and in red.
</font>
</p><a href=“http://www.pseweb.ca”><img
src=“logo.jpg”></a>
</body>
</html>
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ORGANIC SEARCH
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CONTENT VS DESIGN
CSS, XHTML & Javascript
webpage.ht
ml<html>
<head>
<title>Melissa’s Website</title>
</head>
<body>
<h1>Melissa’s Website</h1>
<p>Here is some regular text. And now: <b>some
bold text.</b></p>
<p><font size=“5” face=“arial” color=“red”>
This paragraph is in Arial, size 5 and in red.
</font>
</p><a href=“http://www.pseweb.ca”><img
src=“logo.jpg”></a>
</body>
</html>
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CONTENT VS DESIGN
CSS, XHTML & Javascript
webpage.ht
ml<html>
<head>
<title>Melissa’s Website</title>
</head>
<body>
<h1>Melissa’s Website</h1>
<p>Here is some regular text. And now: <b>some
bold text.</b></p>
<p><font size=“5” face=“arial” color=“red”>
This paragraph is in Arial, size 5 and in red.
</font>
</p><a href=“http://www.pseweb.ca”><img
src=“logo.jpg”></a>
</body>
</html>
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CONTENT VS DESIGN
CSS, XHTML & Javascript
webpage.ht
ml<html>
<head>
<title>Melissa’s Website</title>
</head>
<body>
<h1>Melissa’s Website</h1>
<p>Here is some regular text. And now: <b>some
bold text.</b></p>
<p><font size=“5” face=“arial” color=“red”>
<div class=“emphasized”>
This paragraph is in Arial, size 5 and in red.
</font></div>
</p><a href=“http://www.pseweb.ca”><img
src=“logo.jpg”></a>
</body>
</html>
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CONTENT VS DESIGN
CSS, XHTML & Javascript
webpage.ht
ml<html>
<head>
<title>Melissa’s Website</title>
</head>
<body>
<h1>Melissa’s Website</h1>
<p>Here is some regular text. And now: <b>some
bold text.</b></p>
<p><font size=“5” face=“arial” color=“red”>
<div class=“emphasized”>
This paragraph is in Arial, size 5 and in red.
</font></div>
</p><a href=“http://www.pseweb.ca”><img
src=“logo.jpg”></a>
</body>
</html>
styles.cssbody{background-color:#ffffff;}H1{color:orange;text-align:center;}
.emphasized{font: 30px Arial, sans-serif;}
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webpage.ht
ml<html>
<head>
<title>Melissa’s Website</title>
</head>
<body>
<h1>Melissa’s Website</h1>
<p>Here is some regular text. And now: <b>some
bold text.</b></p>
<p><font size=“5” face=“arial” color=“red”>
<div class=“emphasized”>
This paragraph is in Arial, size 5 and in red.
</font></div>
</p><a href=“http://www.pseweb.ca”><img
src=“logo.jpg”></a>
</body>
</html>
webpage.ht
ml<html>
<head>
<title>Melissa’s Website</title>
</head>
<body>
<h1>Melissa’s Website</h1>
<p>Here is some regular text. And now: <b>some
bold text.</b></p>
<p><font size=“5” face=“arial” color=“red”>
<div class=“emphasized”>
This paragraph is in Arial, size 5 and in red.
</font></div>
</p><a href=“http://www.pseweb.ca”><img
src=“logo.jpg”></a>
</body>
</html>
CONTENT VS DESIGN
CSS, XHTML & Javascript
webpage.ht
ml<html>
<head>
<title>Melissa’s Website</title>
</head>
<body>
<h1>Melissa’s Website</h1>
<p>Here is some regular text. And now: <b>some
bold text.</b></p>
<p><font size=“5” face=“arial” color=“red”>
<div class=“emphasized”>
This paragraph is in Arial, size 5 and in red.
</font></div>
</p><a href=“http://www.pseweb.ca”><img
src=“logo.jpg”></a>
</body>
</html>
styles.cssbody{background-color:#ffffff;}H1{color:orange;text-align:center;}
.emphasized{font: 30px Arial, sans-serif;}
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EDITING SOFTWARE
For CSS, XHTML & Javascript• Microsoft Frontpage (Sharepoint
Designer)• Adobe Dreamweaver• Notepad++
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CONTENT MANAGEMENT SYSTEMS
Design, Content & Structure are separated.Consistent look & feel.
User types, permissions & workflow.Often database driven.
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page.php<html>
<head>
<title>Melissa’s Website</title>
</head>
<body>
<h1>Melissa’s Website</h1>
<p>Here is some regular text. And now: <b>some
bold text.</b></p>
<p><font size=“5” face=“arial” color=“red”>
<div class=“emphasized”>
This paragraph is in Arial, size 5 and in red.
</font></div>
</p><a href=“http://www.pseweb.ca”><img
src=“logo.jpg”></a>
</body>
</html>
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page.php<html>
<head>
<title>
Melissa’s Website <?php the_title(); ?>
</title>
</head>
<body>
<h1>Melissa’s Website<?php the_title(); ?>
</h1>
<p><?php the_content(); ?>
</p></body>
</html>
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page.php<html>
<head>
<title>
Melissa’s Website <?php the_title(); ?>
</title>
</head>
<body>
<h1>Melissa’s Website<?php the_title(); ?>
</h1>
<p><?php the_content(); ?>
</p></body>
</html>
styles.cssbody{background-color:#ffffff;}H1{color:orange;text-align:center;}
.emphasized{font: 30px Arial, sans-serif;}
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CONTENT MANAGEMENT SYSTEMS
Custom/InternalProprietary
Open Source
.NETPHPJavaXSLT
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CONTENT MANAGEMENT SYSTEMS
Proprietary• Hannon Hill
Cascade Server• TERMINALFOUR• OmniUpdate• SiteCore• Expression Engine• Ektron
Open Source• Drupal• Joomla• Wordpress• Umbraco
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CONTENT MANAGEMENT SYSTEMS
Proprietary• $250 to $100,000• Can be “blackbox”• Customer Support• Partners• Accountable
Open Source• Free• Flexible• Community• Unregulated?
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LANGUAGES
• PHP• .NET• HTML/XHTML• XML
• Java• Javascript
(jQuery)• Flash
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WEB PROCESS
−Strategy−Architecture−Content−User Experience−Functionality
−Designwww.edustyle.net
−Development−Testing−Maintenance−Approvals
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MEDIA
Hosting, Accessibility, Opportunities
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ALT/TITLE ATTRIBUTES
Required by Ontario Disabilities ActCommunicate the image
Correct spelling, punctuation, capitalization
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PHOTO SOFTWARE REQUIRED
Images must be sized to the actual display size before they are
uploaded to prevent distortion & to improve performance.
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PHOTO SOFTWARE REQUIRED
Adobe Photoshopwww.pixlr.com/express
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IMAGE STYLING
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FLICKR
• RSS > Webpages, Blogs, Microsites
• Push to Twitter• Email photo submission
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VIDEO
HostingAccessibility
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YOUTUBE
• Free for Educational Institutions– Including EDU channel with branding
• iPhone/Mobile Friendly• Embed on any website• Supports HD• Play Metrics• Supports auto-publishing to
Twitter, Facebook
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SEARCH
Organic vs SponsoredTricks & Tips
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ORGANIC SEARCH
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ORGANIC SEARCH
• Metadata – Keywords, Description, Title
• Social Media & RSS• Links from sites with authority• Content
– Headings, Links, Images, Copy
• XML Sitemaps• Media Relations/Brand Positioning
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PAID SEARCH
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PAID SEARCH
• Pay-per-click• Auction Environment• Unlimited copy/creative
variations• Target by region, language,
keyword• Social referral
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TIPS & TRICKS
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RSS: REALLY SIMPLE SYNDICATION
One desk, five hundred sites, minimal migraines.
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1
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22
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3
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3 • Ivey in the News• Upcoming Events• Faculty/Research Blogs• Recruitment Blogs• Student Blogs• Ivey Business Journal• Alumni Newsletter• One-Off
Announcements• Twitter Feeds• Flickr Feeds
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MAKE YOUR OWN RSS
• Delicious.com or Google Reader Account
• Browser Bookmark (IE/Firefox)• Connect resulting RSS to
website, facebook, twitter, etc.
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TRACK YOUR RSS
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ALLOW EMAIL SUBSCRIPTION
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15 MINUTES TO MOBILE
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THE SOCIAL WEB
The Internet is by definition “social” and always has been.
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THE SOCIAL WEB
Online social networks are technology’s response to a network-based society,
providing tools for creating and maintaining connections.
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33% OF 2010 APPLICANTS SEARCHED FOR SCHOOLS ON SOCIAL NETWORKING SITES
74% THOUGHT SCHOOLS SHOULD HAVE A PRESENCE ON SOCIAL MEDIA SITES2 0 1 0 E - E X P E C T A T I O N S S U R V E Y , N O E L L E V I T Z
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HOW DO WE USE IT?
Photo by zizzy
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LOOK, LISTEN, JOIN, SPEAK
Photo by zizzy
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HOW DO THEY USE IT?
Photo by zizzy
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Create:Blog Posts
VideosAnimation
PhotographyNews
Photo by wonderfullycomplex
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CONNECTConnect: FriendsFamily
ClassmatesEmployers
Peers
Photo by erica_marshall
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COLLABORATECollaborate: Research
SchoolworkPlanning
KnowledgeGroundswell
Photo by markop
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REACTComment/Critique: Restaurants
PoliticsCelebrities
MoviesEach Other
Photo by altemark
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ORGANIZEOrganize: Bookmarks
EventsTasks
ProjectsEach Other
Photo by counteract
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CONSUMPTIONAccelerate Consumption:
NewsMusic
ConversationVideo
Photo by pss
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CONNECTNow we will discuss:
-Blogs-Social Networks
-Rich Media-Mobile
Photo by erica_marshall
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BLOGS
– Syndicated Content– Presented in Reverse Chronological
– Powered by RSS– Comments
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WITHOUT COMMENTS, YOU DO NOT HAVE A BLOG.
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2 guys who like video games, sarcasm and drawing
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FunInteractiveEngagingUsable
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Today Penny Arcade runs a massive annual game expo and sponsors a charity that has donated (as of this writing) $4.9
million worth of electronics and video games to children's hospitals
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Bring the crisis home
Shape the message
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• Strong Creative
• Consistent Architecture & Template
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Redesigned to WordpressMU
Strong Creative Consistent
Architecture & Template
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BLOGGING BEST PRACTICES:
– Enthusiastic Content Providers
– Engaged Readers– Syndicate Your Content– Comment Policy– Invest in Design
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BLOG OPPORTUNITIES
– Engage– Inform– Brand– Soapbox
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SOCIAL NETWORKS
– Online Community– Individual Profiles– Autobiographical– Interaction
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ELEMENTS OF A SOCIAL NETWORK PROFILE
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ELEMENTS OF A SOCIAL NETWORK PROFILE
Display Picture
Name
Communication
Share Content
Personal Information
ConnectionsInteraction
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Social networking use among internet users ages 50 and older
nearly doubled—from 22% in April 2009 to 42% in May 2010.
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infographic by digitalbuzzblog.com
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SO WHAT IS FACEBOOK?
• Founded in higher education• Very Canadian• Based on the real-world• Mobile• Affordable and targeted
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FACEBOOK IS SOCIAL
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melissacheater.com © 2009
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GLOSSARY• Profile• Friend• Wall• Status• Applications• Like• Fan
• Poke• Newsfeed• Groups/Pages
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FACEBOOK GROUPS
Bring people together within the larger network.
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Strong Creative Regular, relevant
communication from admissions
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FACEBOOK PAGES
Your Facebook page is your homepage on Facebook.
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melissacheater.com © 2009
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melissacheater.com © 2009
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melissacheater.com © 2009
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melissacheater.com © 2009
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melissacheater.com © 2009
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FOR FANS ONLY CONTENT
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FACEBOOK PAGE REDESIGN 2011
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• Tabs are now a Left Menu• Photo strip• Admins are displayed• Featured Likes• Notifications• “Use Facebook as Page”• Wall is ordered by
popularity• Smaller display image
FACEBOOK PAGE REDESIGN 2011
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FACEBOOK BEST PRACTICES
- Invest in creative- Consider a work in progress
- Respond within 24 hours- Link to syndicated content- Set & Publish Content Guidelines
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OPPORTUNITIES
- Fan Photos/Videos- Users can contribute
- Mobile Updates- Users receive status updates on their phone
- Group Messages- Fan Updates
- Segment- Facebook Connect
- Anywhere with a login is now a viral opportunity
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uOttawa: Seek to Know App
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uOttawa brand on my profile
uOttawa in my newsfeed (seen by all connections
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microblog
140 characters
many to many public conversations
web, desktop & mobile
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CHARACTERISTICS OF TWITTER
- Anything you would tell anyone- Real-time or schedule- Manual or automatic- Person or brand- Information or insight- Real or Fake
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casualpublicresponsivereal time
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GLOSSARY
• Retweet (RT)• Mention (@)• Hashtag (#)• Trend (#)
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HOW I USE TWITTER
@mmbc
@billyadams
@robin2go
@nikkimk @karlynm
photo by opacity on flickr
professional/support/social network
@epublishmedia
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the privacy myth
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PLACEHOLDER ACCOUNTS
• Create the account• Set as Private Account
–Find under Settings once you are logged in
• Allow no followers• Only post direct messages
*
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TIPS FOR TWITTER SUCCESS
• Be conversational• Follow people back• Be a person
– With a face and a name
• Be retweetable• Leverage lists as CRM
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CHARACTER COUNTER
• http://bit.ly/140counter–Use to keep your tweets under 140 characters
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SHORTEN URL’S
• http://bit.ly/–Use to create short, trackable versions of URL’s
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1 – 2 "best in class" college/higher education examples
Custom Background
Icon-Friendly
Frequent
Short URLbit.ly
Retweet
Rich
Usable
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FriendFeed / Ping.FM
#followfriday
Event Tag
Responsive
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OPPORTUNITIES• Mobile• Free SMS broadcast system• Link offline events to web• Real-Time• Appropriate Engagement• Monitoring
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• Profiles are positioned as resumes• Users do not post back and forth on
each others profiles• Users can post “references” of each
other – one per relationship.• Tone throughout the network is
professional• Not relevant for direct from HS market• Closed to most external sites
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SOCIAL NETWORK BP: BE PRESENT
• Where your stakeholders want you–Facebook Page/Public Profile–2013 Groups–Twitter Account
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BEST PRACTICES
• Observe and adapt• Provide Relevant Content• Be Responsive• Stay Dynamic (Repurpose) • Use Commercial Channels
when available• Integrate with www homepage
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RICH MEDIA
• Photos– Flickr– Photobucket– Facebook
• Video– YouTube– uStream– Longtail/Brightcove
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Ivey’s Flickr profile
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Post here and push to Twitter & Facebook, or
Post to Facebook and push nowhere
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uVic’s Flickr Group
NEW: Flickr Galleries (Show photos of others)
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• Stanford’s Branded .EDU YouTube channel
• Worth the effort
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UWO’s Web 2.0 directory
Fantastic
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Mobile
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Better Phones
Faster Networks
Richer Content
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Mobile (7 slides)
• Opportunities & Current Statistics
Opt-in Only
Direct
Immediate
One on One or Many to Many
Always accessible
Easy (for them)
Photo by zizzy
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MOBILE FRIENDLY HOMEPAGE
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SEPARATE MOBILE SITE
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1. iPad2. iPhone
3. Blackberry4. iPod
5. Android
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LISTEN
• Google Alerts– Web– Blog– News– Site Specific
• SocialOomph• CoTweet• Notifications (Email, RSS, SMS)• Daily Checks
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PLAY WITH SOCIAL MEDIA
• Build a Facebook profile• Watch most-watched YouTube
videos• Share pics with Flickr or
PhotoBucket• Tag with Del.icio.us• Find some blogs that interest
you (why?)
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RECOMMENDATIONS
• Facebook Page• Twitter Account• Sharing widgets• Adapt for Mobile• Do nothing just because it’s always
been done• Communicate across all relevant
channels• Watch …
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THANK YOU
[email protected]/mmbcwww.linkedin.com/in/melissacheaterwww.facebook.com/melissacheater
www.melissacheater.com