3. Web 1.0 vs. Web 2.o
Photo galleries
.mp3
Britannica online
Content Management Systems
Directories
Stickiness to one site
Page views
4. Web 1.0 vs. Web 2.o
Photo galleries Flickr
.mp3 Napster
Britannica online Wikipedia
Content Management Systems Wikis
Directories Tagging
Stickiness to one site Syndication
Page views Cost per click
10. the Church
Innumerable confusions and a feeling of despair
invariably emerge in periods of great technological and
cultural transition. - Marshall McLuhan
11. Chinarong @
Signis
“When Johan Cruyff was asked what
made him an exceptional player, he said
that he went where the ball was going to
be, not where the ball was.”
16. Friends
We are advertised by our loving friends.
- William Shakespeare.
Personal and Professional Boundaries
My student made me smile and think when she
reflected on her use of social media and decided
Facebook had become her frenemy.- @hrheingold
20. Categories of Social Media
Communication
Collaboration
Multi-media
Opinions
Entertainment
21. Wisdom From the Past
Everything that can be counted does
not necessarily count; everything that
counts cannot necessarily be counted.
- Albert Einstein
23. It’s about the Community
Number of friends/ comments / discussions
Membership growth
New topics started
Brand awareness / feel
Measure against cost
26. Case Studies
Comcast Cares
Starbucks What are social media are
Jeep they using?
Blendtec How are they using it?
Dell Need are they fulfilling?
Marriott What have they achieved?
27. What social media are they using?
For what purpose are they using it?
How is it being managed?
What are the perceived benefits?
31. 7 Considerations
Define an objective - why are you in this?
Quality over quantity
Engage and Participate
Hearing vs Listening
Being where the conversation is
Assign value to get value
It’s an Investment
32. UCAN
and a Social Media Strategy
What do we want to accomplish?
Why use social media?
What kind of social media to use?
What to do to encourage participation?
How will success be measured?
38. Some Things we can do
Spreading our message
Listening to readers / people in our communities
Informing readers / communities
Support
Collaborating with readers / communities
39. Failures of Social Media
Self - talk
Don’t do anything with the feedback
Content creation is internally difficult
Risk framed wrongly
Internal culture not geared to Social Media
Way back in the 1990’s and early 2000’s,  the web was a place where people and business owners created static websites that could talk “to” visitors. 
It was revolutionary because prior to this time, if you wanted to communicate effectively with the masses you had to buy time in the media or buy the media outlet. 
Suddenly, the internet made it easy to communicate with a wide variety of people from around the world in a cost effective way.  Even though this communication was definitely “one way”, it was still the first and best way to reach an international audience indefinitely.
One Way communicationFrom content developer to the visitor.  If the visitor wanted to reply, well – use he or she could the contact form if it worked or send an email and hope it doesn’t get caught in a spam filter.  
The visitor couldn’t know if the message got through unless the website owner responded in kind.
Participation limitedThe second limitation of the early web was that not EVERYONE could participate in the conversation. 
To create web pages, one had to learn to “code” – which meant that communication was limited to those who could master coding in HTML or later, various WYSIWYG HTML editors.
Web 2.0The “new” web now allows website visitors the ability to communicate with the creator of web content as well as with others who are online as well.
The new web could almost be dubbed “the web for everyone else” because where there was some computer skill required to get your information onto the web in the early days, the new web allows those who weren’t so handy with a computer to join the conversation.
Everyday people began launching blogs by the thousands while tech savvy people decided to create other “communication” applications and and websites that made connecting via the web even easier! Twitter, Plurk, MySpace, Facebook) have joined the tens of millions of blogs to create this new interactive web where communication and connecting is not only easy but can also be FUN!
Way back in the 1990’s and early 2000’s,  the web was a place where people and business owners created static websites that could talk “to” visitors. 
It was revolutionary because prior to this time, if you wanted to communicate effectively with the masses you had to buy time in the media or buy the media outlet. 
Suddenly, the internet made it easy to communicate with a wide variety of people from around the world in a cost effective way.  Even though this communication was definitely “one way”, it was still the first and best way to reach an international audience indefinitely.
One Way communicationFrom content developer to the visitor.  If the visitor wanted to reply, well – use he or she could the contact form if it worked or send an email and hope it doesn’t get caught in a spam filter.  
The visitor couldn’t know if the message got through unless the website owner responded in kind.
Participation limitedThe second limitation of the early web was that not EVERYONE could participate in the conversation. 
To create web pages, one had to learn to “code” – which meant that communication was limited to those who could master coding in HTML or later, various WYSIWYG HTML editors.
Web 2.0The “new” web now allows website visitors the ability to communicate with the creator of web content as well as with others who are online as well.
The new web could almost be dubbed “the web for everyone else” because where there was some computer skill required to get your information onto the web in the early days, the new web allows those who weren’t so handy with a computer to join the conversation.
Everyday people began launching blogs by the thousands while tech savvy people decided to create other “communication” applications and and websites that made connecting via the web even easier! Twitter, Plurk, MySpace, Facebook) have joined the tens of millions of blogs to create this new interactive web where communication and connecting is not only easy but can also be FUN!
Teenage Daughter: Mummy, I was talking with one of my friends this morning and she said....
Mother: What’s your friend’s name dear?
Teenage Daughter: Trx89
Mother: Where does T-r-x-8-9 live dear?
Teenage Daughter: Don’t know, I met her online.
Social Media
What do we mean by a social media?
User generated content disseminated through social interaction.
Web 2.0’s media is a social media.
By nature Social means participation.
Involvement.
Talking with John the other morning at breakfast.
Bishops in Myanmar - conferences 3 times a year on Social Communications.
Lots of energy.
No follow up.
Why?
Social media - Bishops worried perhaps by what people think?
Bishops scared of what the Government might think?
Social media, very powerful - media in the hands of people.
Quote, not about the Church, but can apply.
There is lots of confusion out there.
There’s lots of confusion in here.
Quote can be interpreted personally, families, small group (UCAN), large institutions, even whole cultures.
This has become the rallying call at the Signis meeting in Chiang Mai.
Johan Cruyff, is a former Dutch footballer and manager. He was named European Footballer of the Year three times (1971, 1973, 1974)
Public and private forum
Confession - priest understanding.
Homily - seems less so.
Young seem keen to sign up.
Average age on social networks is rising
Pew Research Centre - 28% of americans over 65 had used the Internet in last 24 hours, more had driven a car, spoken with family and friends, prayed or read a newspaper in that time-frame.
Church is not alone - companies are reluctant to launch initiatives.
Mistakes seem to be the major issue.
Very public.
Return on the investment.
The Church and comments, ideas, feedback ..... sometimes not a healthy mix.
You as a person vs you as an employee of UCAN.
Old days
Camera - photos published by Kodak, Fuji.
Paid per picture.
You had the photo.
It might have been placed in the family photo album.
Now - Digital.
I have the photo, but imagine if I put this on Flickr, Blog (Google).
Imagine what could happen if I sent this to one friend, who without any form of reflection, thought it was funny and forwarded it on?
Whose photo album will it end up in?
Caution - jobs.
Communications Boundaries - personal and UCAN - different social groups.
Who are our friends?
Friends on Facebook or Followers on Twitter - are they?
Do numbers of followers count?
Yes, but not if it’s a pyramid type scheme, or just building up numbers for numbers sake.
Focus on the quality of the relationships - more rewarding social experience.
Do this by publishing useful information, or offering help to others, asking questions and being friendly. As one generally does in any social relationship.
My Twitter account.
Follow me - not automatically follow back
Did for a while - gone through and deleted lots of people.
Spammers
Porn
Focus on what’s perhaps useful information, certainly what I’ve defined as my interests.
Cut down useless information that I was getting.
Helps me contribute positively to those that follow me - they know what they will be getting.
Last UCAN meeting - forced to share Twitter account.
Interests
Boundaries
Social media and the organisation different than social media for the individual.
My student made me smile and think when she reflected on her use of social media and decided Facebook had become her frenemy.
What
Concept - information, meme
How
Media - physical, electronic, verbal
Sustained
Social interface - direct, community, viral, broadcast, syndicated. Even print!
Go find some examples of each of these.
Communication: Blogs, microblogs, social networking, social network aggregation (Friendfeed)
Collaboration: Wikis, social bookmarking, social news
Multimedia: Photos, videos, live-casting (UStream), Music sharing (Last.fm)
Opinions: Product reviews, Community Q&A, Thought Leadership. (Democracy of opinion - lightweight thoughts. UCAN.)
Entertainment: Games, Virtual worlds (2nd Life)
Some things don’t change.
Wisdom and insight.
Quantifying the value of social media initiatives remains a challenge.
What is the value of social media to the organisation.
Are organisations social?
Benefits for the Organisation
Improved consumer / customer / reader engagement
Gives a sense the organisation is more about them and their needs.
Organisations can tap into incredible wealth of consumer data and sentiment.
Find a new way to find out what reader’s think.
Those organisations that do jump into Social media, and do it properly have an opportunity to improve their brand and gain positive coverage.
Traditional metrics such as page views - somewhat useful.
But don’t measure the business value of social media initiatives.
Each of these companies has been identified as having a successful social media strategy.
What social media are they using?
How are they using it?
How are they managing it?
What are the perceived benefits?
Each of these companies has been identified as having a successful social media strategy.
What social media are they using?
How are they using it?
How are they managing it?
What are the perceived benefits?
What social media are they using?
How are they using it?
How are they managing it?
What are the perceived benefits?
When people come back, ask how might what they have learnt re these companies, possibly be applied to UCAN?
Different parts of the UCAN organisation could use different Social Media channels in different ways.
Example here is of a company.
Who says what to whom, in what channel and with what effect.
Define the objective
What is it that you are wanting to achieve.
How are you going to achieve it.
How are you going to sustain the effort.
Quality over Quantity
Said before.
The right participants are the best participants.
Engage and Participate
If your focus is to simply promote yourself, you’ll get a different set of outcomes from those you have social goals for.
Participate rather than dominate.
Hearing vs. Listening
Not everyone will hear you the first time.
Be consistent, but not boring.
Being where the Conversation is
Hanging with the right crowd.
e.g. Niche blogs, forums, other social networks.
Assign Value
It doesn’t matter what value system that’s used, but assign a value to a “re-tweet” a “DM”, Photo upload, Comment, Comment with more than one other comment.
Assign a value to an original thought that has been seminal in either a new or existing discussion.
Investment
Social Media takes time.
It’s a relationship that takes time to build.
Building trust overnight is not common. In a virtual environment....
Ask the question.
Let’s say that we have decided to use Social Media and we are prepared to “let go” the control of our brand a little.
In groups
Identify some form of community involvement.
Define the involvement
What form of social media involvement between UCAN and the community. (i.e. Where is the conversation taking place?)
What type of Social Media will you use to facilitate the conversation?
What approach will you take to it, how will you become involved? (e.g. there are various ways to approach a glass of water.)
How will the project be sustained?
What will be the measures of its success?
Advantages
You can micro-manage your audience (eg. customers only see product release information, and not events aimed at prospects)
You can task different parts of the organization with running separate channels
But
The biggest being that this only really makes sense in larger organizations.
If you have a smaller ecosystem or there’s only a few of you to manage Twitter, you may just want one handle that pulls all these functions together.
In this case segmentation doesn’t make sense.
Another issue to be wary of is ending up with separate silos of information for each of these segments. Can be damaging.
What’s in it for me?
Listening to your customers.
Spreading your message.
Selling products or services; announcing discounts and deals.
Supporting your customers by addressing their problems.
Collaborating with customers on product/service development.
Self talk - own products
Kodak’s way around it, they created a blog about photography in general not just to push Kodak Cameras and Paper
FeedbackCan’t do something about everything.
Engage.
Content creation
Easy publishing. No gatekeepers.
Responsibility on people to learn.
Risk
Social media is not been fatal to organisations.
In crisis, the conversation will take place even if you’re not involved.
Internal Culture
With social media, the customer is at the core of the brand.
If policies, procedures, politics, processes, job descriptions, incompetency, unwillingness to change, intentional language (wanting to but not doing anything about it) are all part of the environment, or when people “just don’t get it”....
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