Lecture for Manchester Metropolitan University, Information & Communication Dept

1. Social media tools for research Manchester Metropolitan University25thFebruary 2010Susi O’Neill, digital consultant

3. Digital strategy consultant –growing businesses online through strategic planning and marketing

4. Specialise in media industries moving to online economy, multimedia content and e-marketing

5. Founded CreativeNottingham.com, new blog for creatives in Nottingham

6. Trained as a musician, toured Europe with many alternative bands

8. “(the internet is) a work in progress that is constantly evolving.”Kim BayneThe Internet Marketing Plan, 1997

9. What is social media?

10. Defining social media Using web tools to transform 1-to-1 to 1-to-many conversations

11. Links with...Web 2.0 (software for sharing)

12. ...or as Tim Berners-Lee calls it “a piece of jargon”

13. Isn’t the web inherently social? Usenet Newsgroup, established 1981 (now Google Groups)

14. Isn’t the web inherently social? Google Wave, collaborative communication tool, launched Sept 2009

15. Popular music is “Social Cement”Adorno, 1941

16. Markets are conversations “Markets are conversations. When you think of the Internet, don’t think of Mack trucks full of widgets destined for distributorships, whizzing by countless billboards. Think of a table for two.”The Cluetrain Manifesto, www.cluetrain.com

17. The Whuffie Factor The more you give away, the more you gain. Give away control and ownership as well as stuff.This makes more sense to small social groups than larger organisations.Whuffie principles to be successful online:1. Stop talking and start listening2. Become part of the community you serve 3. Create amazing customer experiences4. Communities are made up of people, people are not predictable5. Find your higher purposes: what can you give to the community and still be profitable?Tara Hunt, The Whuffie Factor

19. 2007: The tipping point

20. 2007: The tipping point “When we change how we communicate, we change society.” Clay Shirky, “Here Comes Everybody”

21. Purposes of social media

22. How does social media marketing work? 100 passionate users 1000 true fans

23. Social media tools for research

25. Alerts: TweetBeep,Google Alerts

26. Search: Social Mention

28. Like-minded users

29. Personal collection

31. ACTIVE LISTENING:Start a conversation – monitor engagementLinkedIn.com/Answers

33. Facebook group – canvas views

35. Mendeley(sharing research papers with meta data)

37. Quantitative analysis

38. Reverse questionswordtracker.com/keyword-questions

40. ‘Scopers’ (Edison Innovations) – we could do it better

41. A Swarm of Angels – film co-investmentOpen innovation:Henry Chesborough – bringing in ideas from outside the institute

43. 8 in-depth interviews with experts and practitioners

44. Online survey for practitioners (Survey Gizmo) 58 respondents

46. Quick and immediate – international reach

48. Mainly taken up by ‘friends’ and ‘friends of friends’

49. Skewed towards amateur participants

51. The Cluetrain Manifesto, Locke, Levine, Searls, Weinberger (2001) Basic Books

52. Purple Cow: Change your business by being remarkable, Seth Godin (2005) Penguin

53. Convergence Culture: Where old and new media collide, Henry Jenkins (2008), New York University Press

54. The Whuffie Factor, Tara Hunt (2009) Crown Business

55. Wired Magazine

56. www.econsultancy.com – Reports, blogs jobs and training in digital consultancy

57. www.techcrunch.com – US new service in latest technology trends

58. www.nmk.co.uk – UK training and articles on digital sector and skills