Get Me Some of That!

(aka Social Media Analysis and Emerging Trends)

Gregg Your, YA-02Command Information OfficerUSJFCOM PAOgregg.your@jfcom.mil

What we’re discussing

• How Did We Not See This Coming?

• What We’re Doing– Blog Engagement– News Service, RSS and Twitter– USJFCOMLive

• Where This Is Going*

Social Media/New Media(as defined by those who tell us we need it)

• “I don’t know what it is, but get me some of it”

• “My kid does this Facebook stuff…”

• “I read an article in <insert business magazine here>…”

• “<Insert command name here> is doing it”

The culture

There is an inverse relationship between control and trust —David Weinberger

Web By The Numbers

• Web 1.0 = Broadcast

• Web 2.0 = Discussion (“We get social”)

• Web 3.0 = Don’t go there just yet… we’ll get there

In the beginning…

• USENet (1979)

• THE WELL (1985)

• World Wide Web (1989)

• AOL – Unlimited (1996)

• Cluetrain Manifesto (1999)

Cluetraining

“A powerful global conversation has begun. Through the Internet, people are discovering and inventing new ways to share relevant knowledge with blinding speed. As a direct result, markets are getting smarter—and getting smarter faster than most companies.”

"...companies so lobotomized that they can't speak in a recognizably human voice build sites that smell like death."

What USJFCOM Does

• Web 1.0– Web Site (1995/2001)– News Service (2002)– Liveblogging (2003/04)– RSS feeds (2005)– Podcasting (2006)

What USJFCOM Does

• Web 2.0– Feedback channel (2001)– Blog Engagement (2005/2006)– Social Bookmarking (2007)– Twitter (2008)

• Hash tags

– USJFCOMLive (2009)

Questions

• Is it cheap?

• Is it viable in the long term? – Is it in the skill set?– Flash or Foundation?

• Does it fit in our current model?

• Is it “right”?

Suggestions

• Stay focused on goals and users -- the public• Work together (content, tech, legal) towardsgoal• Keep projects simple. Experiment. Iterate• It's OK to not have all the answers• Share knowledge, experience, leverage• Templatize process and tools• Bring in outside innovation where needed• Trust and leverage the community – the public• Measure success (and failure)

What’s Next*

• Want info on their terms

• Our place or theirs?

• Plug and play

• Assessment

• Taste of the future

This is where it’s going? Maybe?

• Google Wave is a real-time communication platform combining – email, – instant messaging, – wikis, – web chat, – social networking, and – project management

• If we’re not working towards this playing in this zone, we will be playing catchup

Assessment

• Blog watching– Google BlogSearch– Technorati

• Metrics

• Twitter Search/Twitterfall

Questions