socially diverse #socdiv #prsa_ic
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Socially Diverse was created to highlight unique, interesting, diverse conversations online, both projects and the people who lead them.TRANSCRIPT
Socially Diverse Engaging With Diverse Communities Online
By James S. Walker Monday October 18, 2010
PRSA International Conference
#SOCDIV #PRSA_IC
Social Media & Fashion Marketing & Branding for Fashion Businesses
Social Media & Linguistics Bare Words, Bare Bones, True Culture
Social Media & Crisis Communications Effective Communication When It Counts
Fashion
Linguistics
Crisis
Diversity???
Any Underlying Connection?
Conversations
Tools Facilitating
Interaction Relationships
Social Media Mirrors Culture
Social Media Reflects Culture
Social Media Creates Culture
This is the underlying connection.
Merriam - Webster Definition: The condition of being diverse : variety; especially : the inclusion of diverse people (as people of different races or cultures) in a group or organization.
A few reasons for my focus here: Diversity online goes largely unnoticed. So many interesting
conversations are happening in corners of the internet. So many cultural projects of great value. So many people that should be highlighted.
Diversity issues, specifically lack of representation, is acknowledged but there is not enough solutions-focused activity. A large part of the problem is that we are not all as aware and as connected as we could be. I set out to do something about that.
Socially Diverse was conceived on July 22, 2010 @ DC Media Makers
Sparked by a discussion about gender diversity at panels
Personal interest in Diversity manifested in two ways: 1. Diverse representation among practitioners 2. Diverse conversations and projects in the online
space
Mission: Socially Diverse was created to highlight unique, interesting, diverse conversations online and the people who lead them.
Six Steps for Successful Social Media Engagement 1. Listen (Research, Get the conversation pulse)
2. Map out participants and communities (Connections)
3. DIY (Do-It-Yourself, Develop Your Own Strategy)
4. Rules of Engagement (Plan for Managing Interaction)
5. Exit Strategy (Timeline, Transition, What’s Next?)
6. Measurement & Evaluation
PR Prescriptions
Socially Diverse
@jaywalk1
James S. Walker
-
Public Relations
Social Media
#SMCEDU
Diversity
Socially
Diverse
PR Prescriptions
@jaywalk1
James S. Walker
-
Public Relations
Social Media
#SMCEDU
Diversity
4
DAYS
4
DAYS
Name: Johnny Laird
Age (or range if that’s better): Think Yoda!
Blog: johnnylaird.net
Twitter handle: @johnnylaird
Profession: Blogger, connector, communicator, change agent & social activist… friend of the geek & radical
Location: Oxted, Surrey, UK...close to London
Place of Origin: Aberdeen, Scotland.
Adopted Culture (The one you are most connected to): I guess I’m a Londoner as much as anything else and a South Londoner at that. By being a Londoner, it means I’m likely to have been born outside of the city. I will have lived, learned, worked, played and partied with friends and family from all over the world. My cultural influences will have been many and varied, and I am as likely to enjoy a Jamaican pattie or a Chicken Tikka Massala as I am fish and chips. That said I am a Scot....with an elastic English accent. Londoners are a patchwork. It’s entirely possible to be a Scottish Londoner.
Lesson: Sometimes diverse convos come to you!
Name: Nichelle Stephens
Age (or range if that’s better lol): thirtysomething
Blog: http://pepsiweinspire.com
Twitter handle: http://twitter.com/niche
Profession: Editor, Blogger, Social Media Strategist
Location: Brooklyn, NY
Place of Origin: Birmingham, AL
Adopted Culture African American
Launched in August 2009
6 great icons, all Black women who have made great contributions on a professional level and with their greater communities
African American women are the primary audience members
Content and storyteller roles are open to all women
Have been contributions by men as well.
“To love who I am and what i do and express that through my poetry and to those around me. So to Pepsi and all the inspiring Women on Pepsi we inspire THANK YOU – 14yr old reader
Pepsi We Inspire is more than a URL, it is an online community for all of us.
Lesson: There won’t always be a label!
Name: Angela Benton
Age: 29
Blog: Most Notable: BlackWeb20.com however we also have YBPGuide.com and Politic365.com; You can also check out BlackWebMedia.net
Twitter handle: @ABenton
Profession: Publisher/Mom/Superwoman
Location: Charlotte, NC
Place of Origin: Birthplace - Chicago, ILL. Lived most of my life however in the Washington DC Metro area.
Adopted Culture (The one you are most connected to): I am a bit of an eclectic perso,n so I am most connected to new cultures that I haven't experienced yet. I love and can appreciate how other people live.
Name: Manny Ruiz
Age (or range if that’s better): 40
Blog: PapiBlogger
Twitter handle: @papiblogger
Profession: Entrepreneur,
Former Journalist & PR Pro
Location: Miami, FL
Place of Origin: Miami, FL
Adopted Culture (The one you are most connected to): Cuban-American by birth but Latino at heart
Creator - Hispanic PR Wire, Founder National Hispanic Market Practice of Porter Novelli, One of the catalysts “PRSA Diversity Today” podcast
“Moms get the attention because they are perceived as the major decision makers when it comes to household purchases and the marketers almost universally believe that dads only buy cars, video games and cologne.
Another reason why mom bloggers are vastly ahead in this game is because they blog in such greater numbers than dads and until now dad bloggers have not united to support each other as the moms have.
Unfortunately, until research and dad bloggers don’t make a stronger factual case indicating that they actually buy groceries or at least influence many of the things that are purchased, marketers will heap all the money and attention on mommy bloggers.
What is going to change is that following the recent M3 Modern Media Man Summit, the first of its kind for male bloggers, male bloggers will unite. I think we will succeed in showing marketers how they need to include us more in their blogger campaigns.”
Lesson: Sometimes diversity is literally JUST OUTSIDE your normal circle of people.
5 months
21 posts
11 Interviews
9 cities
3 continents
Dealing with Diversity means Dealing with Labels
Be Bold
Acknowledge instead of avoid
Never Assume
Be Aware of Nuances
Personal Preference Always Wins
You can’t tip toe around Diversity
Politically Correct is not the same as Culturally Correct
Sometimes You Just Have to Be Humble and Ask the Right Questions
It’s okay to start at home, but don’t get too comfortable.
The web is so unbelievably diverse.
So much to see. So much to do. So many people and projects to connect with.
Start with the man in the mirror and expand from there.
Issue-Focused Approach to Diversity
YOU
Group
Issue
Group
Group
Group
Issue
Network-Focused Approach to Diversity
YOU
Group
Group
Issue
Issue
Issue
Issue
6 hours per week
5 months
20 weeks
120 hrs
@ rate $125/hr: $15,000
Expanded Mindset
Enhanced Brainstorming Sessions
Creative Pitches
Informed Execution
@ rate $125/hr: INVALUABLE!
So…What’s Next?
#SOCDIV
Blogger, Public Relations Professional, Connector @jaywalk1 [email protected] http://prprescriptions.com http://sociallydiverse.posterous.com
Socially Diverse Engaging With Diverse Communities Online