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Introductions: Marc Wright2

Change doesn’t come out of the blue

Fringe

Edge

Realm of the cool

Next new thing

Social convention

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External Tools 4

Internal Tools 5

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There is a difference between…

An audience…

“An audience isn’t just a big community; it can be more anonymous, with many fewer ties among users…”

…and a community

“A community… has a social density that audiences lack.”

@cshirkey

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ESN Skills for Communicators

• Driving adoption

• Creating social content

• Supporting leaders

• Developing strategy

• Measuring success

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The nature of content is changing….

“In the future corporations will ask

communicators to produce content

created half by the company and half

by the customer.”

Bob Pearsonformer VP of communities & conversations at Dell

Author of Pre E-commerce

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6 SOCIAL MEDIA TYPES 16

Social media personality types who is….

• The sharer:

– This person is constantly sharing your links, retweeting your messages and posting your news on their social networks.

• The reader:

– people who genuinely take interest in what you have to say and regularly read the information to which you link.

• The Maven:

– subject expert who has people’s respect and attention (ie Brian Solis)

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• The commenter:

– these people are constantly commenting on your blog posts, tweets and Facebook links. They are the ones who encourage other people to join the conversation.

• The word-of-mouther:

– you need to target the ones who then spread the word by mouth to their non-web savvy friends.

• The power holder:

– In order to achieve a reaction you need to target the change makers and people of power.

18Social media personality types who is….

Curation 19

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