Trans-Pacific Maritime Conference 2010, March 2, 2010

1. Social Networking: Navigating Uncharted Waters Joshua W. Thomas Media Relations Manager, Port of Portland Transpacific Maritime Conference, March 2, 2010

3. Outline Social networking is more evolutionarythan revolutionary- Old concepts, new applications Moving forward can start with a step back- Do you have a usage policy? Control your message or someone else will- Take ownership, leverage capabilities

4. Evolution?

5. Years it took to reach 50 million users Radio - 38 years Television - 13 years Internet - 4 years iPod - 3 years Facebook - 100 million within 9 months Source: Social Media Revolution

6. News travels fast … 318,141 views 590,755 fans iPhone photo by Janis Krums, posted to Twitter four minutes after splashdown

7. News travels fast … nan*******urn 22p · 1 hour ago My parents were on this plane!!! They called me & kept me updated thru the whole thing. They were sitting two rows behind the TWO suspects that got removed from the … Viewer commentsbetween 1 - 5 p.m.: KATU – 81 KGW – 27 KPTV - 153

9. Two categories of (mis)characterizations Dismissive “Communication Revolution” Need it to stay relevant Can replace ads, outreach Bring in consultants Everybody is doing it They are talking about us Reap results like celebrities Do it before it is too late Just a passing fad It’s for kids A waste of time, resources Lacks a business purpose No employee usage policy Identity theft threats Too complex to learn Wait it out, do it later Overblown

11. Other Examples

12. Model usage policy examples Massport Port Everglades Port of Beaumont Port of Tacoma Port of Long Beach Kodak Wells Fargo Edelman Mayo Clinic U.S. Army

13. It is happening with or without you. Source: mashable.com

14. Resources Monitor Google News Alerts, Blog Alerts Tweetbeep tweet alerts Adopt a policy Findlaw’s legal technology center American Association of Port Authorities Colleagues, industry contacts Assess capabilities, strategy Your own employees/coworkers, your network

15. Resources (continued) Establish a presence Free Linked In business page, Google Business Profile page YouTube channel, Flickrphotostream Start Facebook and Twitter accounts with limits and controls Measure success Edelman Tweetlevel, Quarkbase, Radian6, Google analytics Free surveys, polls Stay informed Brian Solis, Chris Brogan Mashable

16. Remember the “social” in social networking Source: vedlo.com

17. Our tools are changing Source: Brian Solis and Jess3

18. Thank you. Joshua W. ThomasMedia Relations Manager, Port of Portland www.linkedin.com/in/mrjwthomas