social media crash course for nlc's "internet, politics & technology" weekend //...
DESCRIPTION
I had the honor and privilege to present this deck to the Fellows of the DC Chapter of the New Leaders Council at the New Media Strategies offices in Arlington, VA. It's my hodge-podge of slides that give an overview of social media -- for personal and organizational use. Gems about NLC's weekend training can be found by searching #nlc-dc on Twitter. More about NLC here: http://www.newleaderscouncil.org/TRANSCRIPT
© 2009 | New Media Strategies www.newmediastrategies.net
Leslie Bradshaw
New Leaders Council // Washington DC Institute // “Internet Politics & Technology Weekend” // 4.18.09
© 2009 | New Media Strategies www.newmediastrategies.net
Hi. My name is Leslie.
1982 - 1993 1993 – 2000 2001 – 20042000 – 2001 2005 – present
Hi > The Big Picture > 7 Key Platform Categories > 3 Case Studies > 6 Must Haves > Closing / Resources
1843
© 2009 | New Media Strategies www.newmediastrategies.net
“Relationships start more quickly on the Web. They can move from a self-
sorted online conversation to the telephone, to introducing friends, to a
meeting at a breakfast table in the East Bank Club in Chicago in a
fraction of the time it would take without that online interaction.”
- Liz Strauss
Hi > The Big Picture > 7 Key Platform Categories > 3 Case Studies > 6 Must Haves > Closing / Resources
© 2009 | New Media Strategies www.newmediastrategies.net
participatingreading thinking reacting creating mastering impactingconnectingsharing
“When trust goes up, speed goes up and costs will go down.” - Stephen M.R. Covey
The Speed of Trust
Hi > The Big Picture > 7 Key Platform Categories > 3 Case Studies > 6 Must Haves > Closing / Resources
© 2009 | New Media Strategies www.newmediastrategies.net
People are: Creating more media Seeking out more media Accessing more platforms
Social Technologies are: Lowering the barrier to entry Closing the asymmetry of information gap Enabling human nature to play out in warp speed
define watch createlisten
share
At the Same Time: Increased Participation, Creation, Platforms
Hi > The Big Picture > 7 Key Platform Categories > 3 Case Studies > 6 Must Haves > Closing / Resources
© 2009 | New Media Strategies www.newmediastrategies.net
Friends, Family,
Colleagues
YouYour Org
Your Team
Target Audience(s)
Hi > The Big Picture > 7 Key Platform Categories > 3 Case Studies > 6 Must Haves > Closing / Resources
© 2009 | New Media Strategies www.newmediastrategies.net
“We're moving away from 'users,' 'customers,' and 'shoppers.'
Social media is bringing back the human element to all digital
interaction.”
- ReadWriteWeb
Hi > The Big Picture > 7 Key Platform Categories > 3 Case Studies > 6 Must Haves > Closing / Resources
© 2009 | New Media Strategies www.newmediastrategies.net
The Conversation Prism
SocialNetworks
Wikis
Blogs
Visual Content
Online Collab.
Shareand
Store
Hi > The Big Picture > 7 Key Platform Categories > 3 Case Studies > 6 Must Haves > Closing / Resources
By:JESS3 &
Brian Solis
© 2009 | New Media Strategies www.newmediastrategies.net
Communication and Promotional Tools Blogs Twitter Visual content (video / photos) Social Networks
Organizational Efficiencies Wikis / crowd source Share, access, store Cloud-collaboration
Blogs
WikisShareand
Store
SocialNetworks
Online Collab.
Visual Content
Hi > The Big Picture > 7 Key Platform Categories > 3 Case Studies > 6 Must Haves > Closing / Resources
© 2009 | New Media Strategies www.newmediastrategies.net
Blogs Not “just a blog” – many
considerations: Your organization’s blog Influencer blogs Employee blogs Coalition / member blogs Competitor / adversary blogs
Permanent, but imperfect – many decisions: Software Engagement strategy Message and positioning Intelligence and tracking
Hi > The Big Picture > 7 Key Platform Categories > Blogs > 3 Case Studies > 6 Must Haves > Closing / Resources
© 2009 | New Media Strategies www.newmediastrategies.net
What is it? Permanency of blogging Utility of emailing Sociality of Facebook Agility of text / IMing
Why join? Disseminate information Converse and share Build a network Gain insights
Who uses it? The media Politicians C-level executives; decision makers Brands and organizations Online influentials
Hi > The Big Picture > 7 Key Platform Categories > Twitter > 3 Case Studies > 6 Must Haves > Closing / Resources
© 2009 | New Media Strategies www.newmediastrategies.net
et al. – et alias “and others”i.e. – id est “that is”e.g. – exempli gratia “for example”
Hi > The Big Picture > 7 Key Platform Categories > Twitter > 3 Case Studies > 6 Must Haves > Closing / Resources
© 2009 | New Media Strategies www.newmediastrategies.net
Tweet: The result of posting to Twitter
RT: The result of reposting someone else’s tweet
@ Message: A response or a message to a specific handle. When used at the beginning, it can be found under the replies tab (a sort of public “inbox”)
DM: Direct Message, can send only to those following you (goes into your private Direct Message “inbox”)
Hashtag: The # sign is used to denote a major topic (like tagging/categorizing on a blog)
Twitterverse: Akin to the Blogosphere, but for Twitter
Hi > The Big Picture > 7 Key Platform Categories > Twitter > 3 Case Studies > 6 Must Haves > Closing / Resources
© 2009 | New Media Strategies www.newmediastrategies.net
Advantage: File early, often
Hunger: The public’s appetite for online media continues to increase, take advantage of this
Mobile: It’s wherever you are
Hi > The Big Picture > 7 Key Platform Categories > Twitter > 3 Case Studies > 6 Must Haves > Closing / Resources
© 2009 | New Media Strategies www.newmediastrategies.net
iPhone: TwitterFON, Tweetie,
Twitterrific, et al.
Blackberry: Twitterberry, browser
Cellphone: SMS, MMS, Utterli/Audio
Hi > The Big Picture > 7 Key Platform Categories > Twitter > 3 Case Studies > 6 Must Haves > Closing / Resources
© 2009 | New Media Strategies www.newmediastrategies.net
Utterli (audio; photo and video, too) www.utterli.com Twitpic (photos) www.twitpic.com Brightkite (social geo-locator) www.brightkite.com Link to your Blog, Delicious, Facebook, et al. Twitter
Hi > The Big Picture > 7 Key Platform Categories > Twitter > 3 Case Studies > 6 Must Haves > Closing / Resources
© 2009 | New Media Strategies www.newmediastrategies.net
Hi > The Big Picture > 7 Key Platform Categories > Twitter > 3 Case Studies > 6 Must Haves > Closing / Resources
© 2009 | New Media Strategies www.newmediastrategies.net
Social Networks
What is out there? Facebook – friends Twitter – communications Ning – organizations LinkedIn – colleagues MySpace – A & E MeetUp – offline
So I have a page, now what? Upload your contacts Relax the reins Spark two-way conversations It’s a garden: plant, water, weed, maintain; repeat.
Hi > The Big Picture > 7 Key Platform Categories > Social Networks > 3 Case Studies > 6 Must Haves > Closing / Resources
© 2009 | New Media Strategies www.newmediastrategies.net
Visual Content
Video – what is out there? YouTube – massive reach Vimeo – customizable Viddler – interactive
Photo – what is out there? Flickr – open network SmugMug – closed network
Why you need it: A picture is worth… Tell your story; create a lasting resource Make it compelling; short and something
you’d pass on Create assets to share with on and offline
media outlets
Hi > The Big Picture > 7 Key Platform Categories > Visual Content > 3 Case Studies > 6 Must Haves > Closing / Resources
© 2009 | New Media Strategies www.newmediastrategies.net
Wikis
What are wikis? Collaborative resource Relies on “wisdom of the crowds” Not always accurate, buuuuut… Read: Here Comes Everybody (Clay Shirky)
Why you need them: Define the debate at point of research:
Wikipedia Replace internal intranets Create a puzzle-piece mentality that
encourages more participation and knowledge-sharing
Enable easy access Document evolution and keep definitions
dynamic (e.g., of your issue / organization)
Hi > The Big Picture > 7 Key Platform Categories > Wikis > 3 Case Studies > 6 Must Haves > Closing / Resources
© 2009 | New Media Strategies www.newmediastrategies.net
Shareand
Store
What tools are available? Google Docs Google Reader / RSS Slideshare Delicious YouSendIt TinyURLs “Share This”
Why you need them: Cost effective ($0) Accessible anywhere Time-saving Searchable; can make public
Docs
Hi > The Big Picture > 7 Key Platform Categories > Share / Store > 3 Case Studies > 6 Must Haves > Closing / Resources
© 2009 | New Media Strategies www.newmediastrategies.net
Media & Blog Stories: 7,000+
March 19Jay Leno Show
March 31Special Olympics launches social media campaign with help from NMS
March 20Story explodes
Twitter Posts: 10,000+
“I bowled a 129. … It’s like – it was like Special Olympics, or something.” - President Obama
3.8 Million Impressions 55,000 Facebook users 10,000+ Pledges 100+ Blog Posts1,200 Tweets 16,000 Video Views
“The president made an offhand remark making fun of his own bowling that was in no way intended to disparage the Special Olympics.” - Spokesman Bill Burton
Blogs TwitterVisual
ContentSocial
Networks
Hi > The Big Picture > 7 Key Platform Categories > 3 Case Studies > The r-word > 6 Must Haves > Closing / Resources
© 2009 | New Media Strategies www.newmediastrategies.net
WikisShareand
Store
Online Collab.
Blogs TwitterSocial
NetworksVisual
Content
Hi > The Big Picture > 7 Key Platform Categories > 3 Case Studies> NMS > 6 Must Haves > Closing / Resources
© 2009 | New Media Strategies www.newmediastrategies.net
http://debatehub.c-span.org/
http://dnc08.c-span.org/
http://rnc08.c-span.org/
Shareand
StoreBlogs Twitter
SocialNetworks
VisualContent
Hi > The Big Picture > 7 Key Platform Categories > 3 Case Studies> C-SPAN > 6 Must Haves > Closing / Resources
© 2009 | New Media Strategies www.newmediastrategies.net
Challenge: Engage and connect the American people to the political process
Establish lasting resources on a limited budget
Transform C-SPAN’s image in the eyes of online influencers and tech communities
Introduce C-SPAN’s core audience to online media, reporting and communities
Solution: Leverage open source technologies
Exchange social capital
Allow for embedding, imperfection and interaction
Hi > The Big Picture > 7 Key Platform Categories > 3 Case Studies> C-SPAN > 6 Must Haves > Closing / Resources
© 2009 | New Media Strategies www.newmediastrategies.net
be exclusive for the bang.
Hi > The Big Picture > 7 Key Platform Categories > 3 Case Studies> C-SPAN > 6 Must Haves > Closing / Resources
© 2009 | New Media Strategies www.newmediastrategies.net
Hi > The Big Picture > 7 Key Platform Categories > 3 Case Studies> C-SPAN > 6 Must Haves > Closing / Resources
© 2009 | New Media Strategies www.newmediastrategies.net
be inclusive to sustain.
Hi > The Big Picture > 7 Key Platform Categories > 3 Case Studies> C-SPAN > 6 Must Haves > Closing / Resources
© 2009 | New Media Strategies www.newmediastrategies.net
Linked to thousands of blog posts
Gave on-air time to reading blog and Twitter posts
Followed-up with as many folks as possible
Hi > The Big Picture > 7 Key Platform Categories > 3 Case Studies> C-SPAN > 6 Must Haves > Closing / Resources
© 2009 | New Media Strategies www.newmediastrategies.net
Hi > The Big Picture > 7 Key Platform Categories > 3 Case Studies> C-SPAN > 6 Must Haves > Closing / Resources
© 2009 | New Media Strategies www.newmediastrategies.net
“[C-SPAN’s Debate Hub] is full of people doing the same thing .
I love this day in media technology.
It’s a true marketplace of ideas with instant access.
is heard just as much as other people sitting at home drinking champagne alone and watching TV.”
Hi > The Big Picture > 7 Key Platform Categories > 3 Case Studies> C-SPAN > 6 Must Haves > Closing / Resources
© 2009 | New Media Strategies www.newmediastrategies.net
“open” is efficient and credible.
Hi > The Big Picture > 7 Key Platform Categories > 3 Case Studies> C-SPAN > 6 Must Haves > Closing / Resources
© 2009 | New Media Strategies www.newmediastrategies.net
Moved quickly to design/develop each Hub
Used entirely open-source software
Based on heavily-customized WordPress
Hi > The Big Picture > 7 Key Platform Categories > 3 Case Studies> C-SPAN > 6 Must Haves > Closing / Resources
© 2009 | New Media Strategies www.newmediastrategies.net
furthering their mission, C-SPAN connected millions
to the political process
Hi > The Big Picture > 7 Key Platform Categories > 3 Case Studies> C-SPAN > 6 Must Haves > Closing / Resources
© 2009 | New Media Strategies www.newmediastrategies.net
6 “must-haves” for non-profits
Hi > The Big Picture > 7 Key Platform Categories > 3 Case Studies > 6 Must Haves > Closing / Resources
© 2009 | New Media Strategies www.newmediastrategies.net
http://anorangeamerica.com/
http://www.energystar.gov
(complex issue? turn to data-visualization + info-graphics)
Hi > The Big Picture > 7 Key Platform Categories > 3 Case Studies > 6 Must Haves > Closing / Resources
© 2009 | New Media Strategies www.newmediastrategies.net
http://labs.google.com/
http://labs.digg.com/
http://sunlightlabs.com/
(no matter your size or budget, innovation is essential)
Hi > The Big Picture > 7 Key Platform Categories > 3 Case Studies > 6 Must Haves > Closing / Resources
© 2009 | New Media Strategies www.newmediastrategies.net
http://www.soapblox.net (left)
http://www.dailykos.com (left)
http://www.thenextright.com (right)
http://www.redstate.com (right)
(for your issues, consider state blogs and diary sites)
Hi > The Big Picture > 7 Key Platform Categories > 3 Case Studies > 6 Must Haves > Closing / Resources
© 2009 | New Media Strategies www.newmediastrategies.net
http://blogads.com/
http://www.facebook.com/advertising/
(get creative with ‘quality-of-experience’ advertising)
Hi > The Big Picture > 7 Key Platform Categories > 3 Case Studies > 6 Must Haves > Closing / Resources
© 2009 | New Media Strategies www.newmediastrategies.net
http://www.crowdspring.com/ http://www.geniusrocket.com/
http://www.appsfordemocracy.org/
http://www.istrategylabs.com/
(crowd-source is the new out-source)
Hi > The Big Picture > 7 Key Platform Categories > 3 Case Studies > 6 Must Haves > Closing / Resources
http://www.wikipedia.org/
© 2009 | New Media Strategies www.newmediastrategies.net
http://www.wethecitizens.com/
http://my.barackobama.com
(socially mobilize constituents… display their impact)
Hi > The Big Picture > 7 Key Platform Categories > 3 Case Studies > 6 Must Haves > Closing / Resources
© 2009 | New Media Strategies www.newmediastrategies.net
What if I Have to Convince / Sell Social Media to Others?
If a Businessman or Businesswoman: Focus on the organizational efficiencies, lowered barriers to entry, reduced transaction costs and closing the asymmetry-of-information gap
If an Academic: Show consistencies in the laws of human nature; lean on philosophy, sociology, anthropology and psychology; we are social beings, with egos, the need for reciprocity, attention and community, etc.
If Friend or Family: Think about emphasizing how easy it is to stay in touch and “opt-in-to-intimacy” in one another’s lives
If Coworker or Team Member: If you need to delegate, organize, inform and move in sync with one another, social media has many tools to help you and your team members do so with higher speeds, lower costs and, often, better results
Hi > The Big Picture > 7 Key Platform Categories > 3 Case Studies > 6 Must Haves > Closing / Resources
© 2009 | New Media Strategies www.newmediastrategies.net
Seven Key Resources
Twitter is fast growing, influencers are on it. Heard about the platform being embraced media, politicians,
technophiles and celebrities alike? Now hear what they are saying about your brand: http://search.Twitter.com and http://tweetgrid.com/
Aggregating the best of the web, here are 6 great sites:
Social media: http://mashable.com/ & http://www.readwriteweb.com/
Brand-related: http://adage.com/ & http://adrants.com/
Political-related: http://www.memeorandum.com/
Tech-related: http://www.techmeme.com
Hi > The Big Picture > 7 Key Platform Categories > 3 Case Studies > 6 Must Haves > Closing / Resources
© 2009 | New Media Strategies www.newmediastrategies.net
Thank you. Questions?
Leslie BradshawNMS Web: www.newmediastrategies.net
Personal Blog: www.lesliebradshaw.com
Twitter: www.twitter.com/LeslieAnn44
Email: [email protected]
Phone: (703) 253-0050 x 187
Hi > The Big Picture > 7 Key Platform Categories > 3 Case Studies > 6 Must Haves > Closing / Resources