Mike SpearDirector of Communications

Genome Alberta

Choosing the Right Social Media Tools to Get Your Message Out

• Former Canadian Broadcasting Corporation journalist with CBCPresident's Award and Peer Awards, Farm Writers' Award, and RTNDA awards for my programs or newsrooms.

• SysOp with CompuServe of Columbus, Ohio in the 90’s

• Published in peer-reviewed journals

• Social Media breakfast organizer & moderator

• Part of our National genetics and society team

• Owned a Newton, Palm, Psion, iPAQ, and numerous chainsaws

• Genome Alberta is a not-for-profit research funding organization

• Funded by 2 levels of government, academic institutions and industry

• Our communications goals centre on:

• Visibility across stakeholders & demographics• Acceptance• Leverage• Position ourselves for later• Be seen as an information source

I share my genome

And that is all you need to know ……

http://explodingdog.com/title/iwasthinking.html

“I’m sorry it’s really not that hard. Common sense, creativity and an understanding of your business and your audience will get you up and running quickly. Insights are important but you don’t need a PhD.”

Tom Murphy, Director of Corporate Communications for Citizenship at Microsoft. http://tpemurphy.com/blog/?p=910

Social Networks are not new:

“Highway of thought” NY Times, Sept.14, 1852

“ A slender wire has become the highway of thought. Messages follow each other in quick succession. Joy spreads on the tracks of sorrow.The arrival of a ship, news of a revolution, or a battle, the price of pork, state of foreign and domestic markets, missives of love, the progress of courts, the success or discomfiture of disease, the result of elections, and an innumerable host of social, political, and commercial details … “

The article appeared 9 years after Morse’s first commercial telegraph line and it ended with, “A great Future awaits us”.

“Social Media is not a fad – it is a fundamental shift in the way we communicate”

The technology is new with better speed, reach, and scope

The how, where, when, what, and to whom has not changed

Social media and online activities and tools are a reflection of us - not a 'new us'

Choosing the tools:

You Must Enter the Tiger's Den to Catch the Cubs

Madison Avenue has always known to enter the culture where you want to compete

Genomics: The Power and the Promise November 27th and 28th in Ottawa

At the end of day 1 Tweetreach stats:• 298 tweets• 134,927 impressions• 29,115 followers

Planning the social media for the event started well in advance but was separate from the media plan

Prior to the event

Centre Twitter YouTube (Videos) OtherYes – scheduled & live tweets Yes – prior to and at the event Facebook (photos and videos)

Flickr TBD Why Genomics blog (post-event)

Social Media contact listPlease add all people from your centre that we should include when sending social media documents (e.g. the cheat sheet) and relevant Twitter handles.Centre Name Email Twitter handle

Social Media ‘cheat sheet’

- Listed relevant #hashtags- Mirrored the event agenda with speaker name and twitter handle for the speaker and/or

relevant institutions- PoliTwitter http://politwitter.ca/ used to identify relevant politicians- Identified speaker and sponsor Twitter accounts

Videos

• Prior to and during the event we collected short, sharp, ‘real’ videos from researcher, post-docs, etc asking them to tell us what they saw as the Promise of Genomics ( which was also the main hashtag)

• Created opening and closing graphics and simply dropped the video in the middle in Premiere Elements or iMovie on Mac, PC, or iPad

• Shot using anything from Smartphones to iPads to HD video cameras

Audio

• Set up a mini-recording studio and did BioRadio style interviews• In the past we have live-streamed the audio for this event it was recorded,

quick edit using free Audacity software beta, and uploaded to our website and to GenOmicsnew.ca

So many companies are chasing the social media hype, thinking it is a great way to connect with customers when they haven't even gotten their telephone interactions with customers' right."--Tony Hsieh, Zappos CEO "Better deployment of the wrong subject won't fix the problem..." Conrad Wolfram of Wolfram Alpha

Facebook: • Monthly active users now total nearly 850 million • 250 million photos are uploaded every day • 20% of all page views on the web are on Facebook • 425 million mobile users • 100 billion connections • Zygna’s games revenue is currently 12% of Facebook’s total income • 2.7 billion “likes” per day

Twitter• Over 465 million accounts with175 million tweets a day • 1 million accounts are added to Twitter every day • Top 3 countries on Twitter are USA at 107 million, Brazil 33 million and Japan at nearly 30 million

YouTube• 3rd most visited website according to Alexa • 2 billion views per day, handling 10% of the internet’s traffic • Average YouTube user spends 900 seconds per day • 44% of YouTube’s users are aged between 12 and 34 • Over 829,000 videos are uploaded every day • Average video duration is 2 minutes 46 seconds

Google+•67% of Google+ users are male •Google “+1″ button is served more than 5 billion times daily •It is gaining 625,000 users per day •In less than one day the Google+ iPhone app became the most popular free application in the Apple App store

Facts about Social Mediahttp://www.jeffbullas.com/2012/04/23/48-significant-social-media-facts-figures-and-statistics-plus-7-infographics/

Go back to the basics to find your audience

Knowledge is only one factor among many influences that are likely to guide how individuals reach judgements, with ideology, social identity and trust often having stronger impacts”

Bubela, Nisbet et al. (2009) Nature Biotech

Psychometrics Work Research Group at the Manchester Business School peer reviewed study of social media users

As always there are ways to interpret data but:

• The way we use SoMe changes as more people adopt it, so we'll see more changes.• Our emotional attachments to media tools changes as the

tools’ capabilities change. • 'Net statistics, more than many other media statistics are

about a moment in time.• Stats more important at the engagement level

Government & non-profits tend to polarize.

“A politician's job is never to inform you, it's to persuade you. Public debate is about mitigating risk.” Clay Johnson at MESH 2012 in Toronto. Author of the Information Diethttp://www.informationdiet.com/

• Integrate, Integrate, Integrate

• Reuse, Recycle, Reduce

GenOmics News http://genomicsnews.ca

• Built on Facebook plumbing and Ruby on Rails for the structure.

• Ruby on Rails is highly modular and was how the original Twitter site was built.

We chose SM route because:

• Cheap• Easy• Intuitive• Replaces other tools• Risk free

PlanningSocial Media Research  8-25 hoursSocial Media Planning   10-20 hours BlogCreation                      10-15 hoursDevelopment                40 hoursMaintenance                5 hours/week LinkedIn Creation                       1 hourDevelopment                 5-15 hours         Maintenance                 3-10 hours/week Facebook (Fan or Group Page)Creation                       3-12 hoursDevelopment                10-50 hoursMaintenance                 7-15 hours/week

TwitterCreation                        1 hourDevelopment                 15-40 hoursMaintenance                 3-7 hours/week

YouTube (branded channel)Creation                        3 hoursDevelopment                  5-20 hoursMaintenance                  2-7 hours/week

One and a half staff needed to look after social media channels

from a blog post by James Bennett, Head of Content, Melcrum

Also see: Social Media Budget – How Much Should You Invest?

http://www.tribalcafe.co.uk/social-business/social-media-marketing-budget/

Yoza.mobi cell phone stories

Ushahidi.com an open source project to facilitate information collection, mapping, and interpretation

iCOW http://www.icow.co.ke/ is an agricultural platform, developed for small scale farmers, accessible by mobile phone and web

TERA (Trilogy Emergency Response Application) allows two way communication via SMS text messaging with disaster affected people

David & Goliath

mspear@genomealberta.ca

@mikesgene or @GenomeAlberta

http://genomicsnews.ca

http://www.genomealberta.ca/blogs

http://www.slideshare.net/mspear