Taking the Plunge: A Social Media Workshop
description
Transcript of Taking the Plunge: A Social Media Workshop
225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
Taking the PlungeA (participatory) Social Media Workshop
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eduWeb July 20, 2009
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What is “Social Media?”
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Exercise #1Let’s be social!
Divide the room. Half get pen and paper, the other half don’t. They have to try to get to know each other and then report back at the end everything they know. 10 minutes
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“Social media is online content created by people using highly accessible and scalable publishing technologies...it's a fusion of sociology and technology, transforming monologues (one to many) into dialogues (many to many) and is the democratization of information, transforming people from content readers into publishers.”
Wikipedia Definition
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“platforms for interaction and networking”Bryan Eisenberg, futurenow
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“Who said this is media? Media is something you can buy and sell. Media contains inventory. Media contains blank spaces.”
Ted McConnell, Proctor & Gamble
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Marshal McLuhan
Media: a technology that affects society not by its content but by its characteristics.
“The medium is the message.”
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no “content”...
...but has social effect
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Sender Receiverinformation or data
“media”
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Sender Receiverinformation or data
Receiver
Receiver
information or data
information or data
“mass media”
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media: technology used to store and deliver information or data
social: the interaction of humans with other humans
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Participant Participant
Participant
Participant
social media
information or data
information or data
information or data
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Social Media:
technologies that facilitate interactions between humans using information or data.
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Social Media:
technologies that facilitate conversations
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postal servicePersia, 550BC
telegraphFrance, 1792
radio1891
telephone~1890
ARPANET1969
pneumatic post1865
@email1966 BBS
1978
USENET1979
MUD11978
CompuServe1969
The WELL1985
IRC1988
The Palace1994
Third Voice1999
Friendster2002
Napster1999
Blogger1999
Facebook2003
YouTube2005
flickr2004
SecondLife2003
twitter2006
Wikipedia2001
epinions1999
MySpace2003
del.icio.us2003
digg2004
A (somewhat incomplete) Timeline of Social Medianot to scale
MoveOn1998
listserv1986
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Information in Social Space
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Exercise #2Let’s Make a Virus!
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Everyone writes down one short joke, anecdote, trivia fact, etc. on an index card. At the end of the writing period they pass them up to the front. I then shuffle them and hand them out to people. When you get a card if you like it you initial it and pass it on. If you don’t like it then you just hold on to it. At the end we find the ones that had the largest number of initials on them. If people really like something you can re-copy it and hand out the copy to someone else.
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only 15% of viral media ever gets passed on
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225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
Memes๏ units of cultural information
๏ cultural evolution or cultural diffusion
๏ subject to natural selection
๏ variation
๏ competition
๏ mutation
๏ it’s not survival of the fittest, it’s survival of fastest (those best able to spread)
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Richard Dawkins
The Selfish Gene
1976
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Virus Host
Virus
Virus
Virus
Virus
Viral Transmission
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TB Transmission
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High School Dating
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Graph of The Internet
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“The Tipping Point”
๏ “Hubs”
๏ “Superconnectors”
๏ “Influentials”
๏ Viral media based on the theory that a few important people in a network can accelerate transmission and acceptance of an idea.
Malcolm Gladwell
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One-to-one
๏ Memes take hold because culture is ready
๏ Six degrees of separation true, but connectors not important
๏ People influence others around them
๏ Anybody is just as likely to launch a trend as anyone else
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Duncan Watts
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vs.
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vs.
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vs.
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Exercise #3
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Parents in social space...
Blog search engine link: http://www.aripaparo.com/archive/000632.html
Depending on internet access in the room, participants can either use their own computers or we can do it collectively on the big screen. Either way, the point of the exercise is to pretend that you’re a parent trying to find out what “it’s really like” at a particular school your child has decided to go to. Give everyone 10 minutes to explore social media spaces.
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Social Media: A Taxonomy
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Types of Social Media
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๏ Networking
๏ Publishing
๏ News
๏ Collaboration
๏ Media Sharing
๏ Reviews/Opinions/Directories
๏ Organizing
๏ Virtual Worlds
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Networking
๏ Person-to-person
๏ Personal profiles
๏ Group creation
๏ Social & Professional
๏ Making connections
๏ Sharing information & media within circle
๏ Invitation functions
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Publishing
๏ Personal tone
๏ Frequent & timely
๏ Text, images, multimedia
๏ Comments
๏ Niche-y, topical
๏ Links/pointers
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News
๏ Voting
๏ Links
๏ Commentary
๏ Tagging
๏ Social rewards for content providers
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Collaboration
๏ Content Creation
๏ Social governance
๏ Social rewards for creators & editors
๏ Integrated discussion & history
๏ Broad to highly specific
๏ Project-oriented
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Media Sharing
๏ Video, audio, gaming assets, files
๏ Rating system
๏ Comments
๏ Popularity/Voting
๏ Ease of use
๏ Social rewards for content providers
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Reviews/Opinions/Directories
๏ Social rewards for “experts”
๏ Ratings & Voting
๏ Open & anonymous
๏ Consumer-oriented (reviews & opinions)
๏ Topic-oriented (directories)
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Organizing
๏ Cause-oriented
๏ Advocacy
๏ Include features of other social media
๏ Discussion/debate
๏ Grassroots/Astroturf
๏ Fundraising
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Virtual Worlds/Communities
๏ Community
๏ “Virtual” environments (though not necessarily graphic)
๏ Anonymity
๏ Social interaction
๏ Some corporate/organizational use
๏ High dropoff rate
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Exercise #4
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Hunting the Wily Prospect
Participants have to brainstorm ideas for where their prospects (graduate/undergraduate/other) hang out online and based on what we’ve learned try to develop a list of potential social media targets for interacting with their prospects. Develop list (10 minutes) and discuss.
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Using Social Media
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*the big question
*Why?
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Typical Communications Goals
๏ Awareness
๏ Generating Leads
๏ Converting to Enrollments
๏ Development (and Alumni)
๏ Community Relations
๏ Retention
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Relationships!
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Characteristics of Social Media
๏ Two-way
๏ Many-to-many
๏ Informal
๏ Personal
๏ Interactive
๏ Open*
๏ Continuous
๏ Collaborative
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*I’m going to fudge on this a bit.
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“Chaos is a friend of mine.”Bob Dylan
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57“there are inherent limits to our understanding and
predicting the future at all levels of complexity”Ziauddin Sardar Chaos: A Graphic Guide
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Relationships:
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Relationships:
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Relationships:
commitment
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Relationships:
commitment
honesty
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Relationships:
commitment
two-way
honesty
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Relationships:
commitment
two-way
episodic
honesty
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Relationships:
commitment
two-way
episodic
common interests
honesty
225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
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Relationships:
commitment
two-way
episodic
common interests
take work
honesty
225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
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Relationships:
commitment
two-way
episodic
common interests
take work
require trust
honesty
225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
Uses of Social Media
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๏ Networking
๏ Publishing
๏ News
๏ Collaboration
๏ Media Sharing
๏ Reviews/Opinions/Directories
๏ Organizing
๏ Virtual Worlds
Person-to-Person Relationships
Organizing
Sharing Experiences
Discussions
Gathering & Distributing Information
Creating “Buzz”
Communicating Experience
Influencing Choices
Providing Guidance
Fostering Common Interests
Raising Awareness
Raising Money
Collaborating on Projects
225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
Uses of Social Media
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๏ Networking
๏ Publishing
๏ News
๏ Collaboration
๏ Media Sharing
๏ Reviews/Opinions/Directories
๏ Organizing
๏ Virtual Worlds
Person-to-Person Relationships
Organizing
Sharing Experiences
Discussions
Gathering & Distributing Information
Creating “Buzz”
Communicating Experience
Influencing Choices
Providing Guidance
Fostering Common Interests
Raising Awareness
Raising Money
Collaborating on Projects
225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
Uses of Social Media
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๏ Networking
๏ Publishing
๏ News
๏ Collaboration
๏ Media Sharing
๏ Reviews/Opinions/Directories
๏ Organizing
๏ Virtual Worlds
Person-to-Person Relationships
Organizing
Sharing Experiences
Discussions
Gathering & Distributing Information
Creating “Buzz”
Communicating Experience
Influencing Choices
Providing Guidance
Fostering Common Interests
Raising Awareness
Raising Money
Collaborating on Projects
225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
Uses of Social Media
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๏ Networking
๏ Publishing
๏ News
๏ Collaboration
๏ Media Sharing
๏ Reviews/Opinions/Directories
๏ Organizing
๏ Virtual Worlds
Person-to-Person Relationships
Organizing
Sharing Experiences
Discussions
Gathering & Distributing Information
Creating “Buzz”
Communicating Experience
Influencing Choices
Providing Guidance
Fostering Common Interests
Raising Awareness
Raising Money
Collaborating on Projects
225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
Uses of Social Media
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๏ Networking
๏ Publishing
๏ News
๏ Collaboration
๏ Media Sharing
๏ Reviews/Opinions/Directories
๏ Organizing
๏ Virtual Worlds
Person-to-Person Relationships
Organizing
Sharing Experiences
Discussions
Gathering & Distributing Information
Creating “Buzz”
Communicating Experience
Influencing Choices
Providing Guidance
Fostering Common Interests
Raising Awareness
Raising Money
Collaborating on Projects
225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
Uses of Social Media
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๏ Networking
๏ Publishing
๏ News
๏ Collaboration
๏ Media Sharing
๏ Reviews/Opinions/Directories
๏ Organizing
๏ Virtual Worlds
Person-to-Person Relationships
Organizing
Sharing Experiences
Discussions
Gathering & Distributing Information
Creating “Buzz”
Communicating Experience
Influencing Choices
Providing Guidance
Fostering Common Interests
Raising Awareness
Raising Money
Collaborating on Projects
225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
Uses of Social Media
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๏ Networking
๏ Publishing
๏ News
๏ Collaboration
๏ Media Sharing
๏ Reviews/Opinions/Directories
๏ Organizing
๏ Virtual Worlds
Person-to-Person Relationships
Organizing
Sharing Experiences
Discussions
Gathering & Distributing Information
Creating “Buzz”
Communicating Experience
Influencing Choices
Providing Guidance
Fostering Common Interests
Raising Awareness
Raising Money
Collaborating on Projects
225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
Uses of Social Media
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๏ Networking
๏ Publishing
๏ News
๏ Collaboration
๏ Media Sharing
๏ Reviews/Opinions/Directories
๏ Organizing
๏ Virtual Worlds
Person-to-Person Relationships
Organizing
Sharing Experiences
Discussions
Gathering & Distributing Information
Creating “Buzz”
Communicating Experience
Influencing Choices
Providing Guidance
Fostering Common Interests
Raising Awareness
Raising Money
Collaborating on Projects
225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
Uses of Social Media
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๏ Networking
๏ Publishing
๏ News
๏ Collaboration
๏ Media Sharing
๏ Reviews/Opinions/Directories
๏ Organizing
๏ Virtual Worlds
Person-to-Person Relationships
Organizing
Sharing Experiences
Discussions
Gathering & Distributing Information
Creating “Buzz”
Communicating Experience
Influencing Choices
Providing Guidance
Fostering Common Interests
Raising Awareness
Raising Money
Collaborating on Projects
225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
Uses of Social Media
59
๏ Networking
๏ Publishing
๏ News
๏ Collaboration
๏ Media Sharing
๏ Reviews/Opinions/Directories
๏ Organizing
๏ Virtual Worlds
Person-to-Person Relationships
Organizing
Sharing Experiences
Discussions
Gathering & Distributing Information
Creating “Buzz”
Communicating Experience
Influencing Choices
Providing Guidance
Fostering Common Interests
Raising Awareness
Raising Money
Collaborating on Projects
225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
Uses of Social Media
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๏ Networking
๏ Publishing
๏ News
๏ Collaboration
๏ Media Sharing
๏ Reviews/Opinions/Directories
๏ Organizing
๏ Virtual Worlds
Person-to-Person Relationships
Organizing
Sharing Experiences
Discussions
Gathering & Distributing Information
Creating “Buzz”
Communicating Experience
Influencing Choices
Providing Guidance
Fostering Common Interests
Raising Awareness
Raising Money
Collaborating on Projects
225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
Uses of Social Media
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๏ Networking
๏ Publishing
๏ News
๏ Collaboration
๏ Media Sharing
๏ Reviews/Opinions/Directories
๏ Organizing
๏ Virtual Worlds
Person-to-Person Relationships
Organizing
Sharing Experiences
Discussions
Gathering & Distributing Information
Creating “Buzz”
Communicating Experience
Influencing Choices
Providing Guidance
Fostering Common Interests
Raising Awareness
Raising Money
Collaborating on Projects
225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
Uses of Social Media
59
๏ Networking
๏ Publishing
๏ News
๏ Collaboration
๏ Media Sharing
๏ Reviews/Opinions/Directories
๏ Organizing
๏ Virtual Worlds
Person-to-Person Relationships
Organizing
Sharing Experiences
Discussions
Gathering & Distributing Information
Creating “Buzz”
Communicating Experience
Influencing Choices
Providing Guidance
Fostering Common Interests
Raising Awareness
Raising Money
Collaborating on Projects
225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
Uses of Social Media
59
๏ Networking
๏ Publishing
๏ News
๏ Collaboration
๏ Media Sharing
๏ Reviews/Opinions/Directories
๏ Organizing
๏ Virtual Worlds
Person-to-Person Relationships
Organizing
Sharing Experiences
Discussions
Gathering & Distributing Information
Creating “Buzz”
Communicating Experience
Influencing Choices
Providing Guidance
Fostering Common Interests
Raising Awareness
Raising Money
Collaborating on Projects
225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
Uses of Social Media
59
๏ Networking
๏ Publishing
๏ News
๏ Collaboration
๏ Media Sharing
๏ Reviews/Opinions/Directories
๏ Organizing
๏ Virtual Worlds
Person-to-Person Relationships
Organizing
Sharing Experiences
Discussions
Gathering & Distributing Information
Creating “Buzz”
Communicating Experience
Influencing Choices
Providing Guidance
Fostering Common Interests
Raising Awareness
Raising Money
Collaborating on Projects
225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
Uses of Social Media
59
๏ Networking
๏ Publishing
๏ News
๏ Collaboration
๏ Media Sharing
๏ Reviews/Opinions/Directories
๏ Organizing
๏ Virtual Worlds
Person-to-Person Relationships
Organizing
Sharing Experiences
Discussions
Gathering & Distributing Information
Creating “Buzz”
Communicating Experience
Influencing Choices
Providing Guidance
Fostering Common Interests
Raising Awareness
Raising Money
Collaborating on Projects
225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
Uses of Social Media
59
๏ Networking
๏ Publishing
๏ News
๏ Collaboration
๏ Media Sharing
๏ Reviews/Opinions/Directories
๏ Organizing
๏ Virtual Worlds
Person-to-Person Relationships
Organizing
Sharing Experiences
Discussions
Gathering & Distributing Information
Creating “Buzz”
Communicating Experience
Influencing Choices
Providing Guidance
Fostering Common Interests
Raising Awareness
Raising Money
Collaborating on Projects
225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
Exercise #5
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Brainstorm!
Participants break up into groups to tackle a particular communications problem and brainstorm a social media idea to address that issue. After 10 minutes, present ideas and discuss.
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Brainstorming Tasks
๏ Group 1: Awareness
๏ Group 2: Generating Leads
๏ Group 3: Converting to Enrollments
๏ Group 4: Development (and Alumni)
๏ Group 5: Community Relations
๏ Group 6: Retention
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Brainstorming Tasks
๏ Group 1: Awareness
๏ Group 2: Generating Leads
๏ Group 3: Converting to Enrollments
๏ Group 4: Development (and Alumni)
๏ Group 5: Community Relations
๏ Group 6: Retention
๏ Networking
๏ Publishing
๏ News
๏ Collaboration
๏ Media Sharing
๏ Reviews/Opinions/Directories
๏ Organizing
๏ Virtual Worlds
225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
Case Studies
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UMBC
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UMBC
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• According to a Rollins' 2008 survey of accepted students, 28 percent reported reading the R-Journals during the admission process.
• 6,316 different people visited the R-Journals Web site during the 2007-08 academic year.
• 7,908 Total Visits• 6,316 Absolute Unique Visitors• 31,587 Pageviews• 00:02:22 Time on Site• 3.99 Average Pageviews• 41.26% Bounce Rate• 80.01% New Visits
Rollins College
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MoveOn.org
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Why?
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225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
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“Hope is not a strategy.”Rick Page
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225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
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๏ Social media: technologies that facilitate conversations
225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
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๏ Social media: technologies that facilitate conversations
๏ It’s all about relationships
225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
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๏ Social media: technologies that facilitate conversations
๏ It’s all about relationships
๏ It’s a commitment
225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
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๏ Social media: technologies that facilitate conversations
๏ It’s all about relationships
๏ It’s a commitment
๏ Use the right tool for the job
225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
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๏ Social media: technologies that facilitate conversations
๏ It’s all about relationships
๏ It’s a commitment
๏ Use the right tool for the job
๏ “Social” doesn’t have to equal “Public”
225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
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๏ Social media: technologies that facilitate conversations
๏ It’s all about relationships
๏ It’s a commitment
๏ Use the right tool for the job
๏ “Social” doesn’t have to equal “Public”
๏ Have a reason for what you’re doing
225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
68
๏ Social media: technologies that facilitate conversations
๏ It’s all about relationships
๏ It’s a commitment
๏ Use the right tool for the job
๏ “Social” doesn’t have to equal “Public”
๏ Have a reason for what you’re doing
๏ Your reasons are never going to be as important to them as they are to you
225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
68
๏ Social media: technologies that facilitate conversations
๏ It’s all about relationships
๏ It’s a commitment
๏ Use the right tool for the job
๏ “Social” doesn’t have to equal “Public”
๏ Have a reason for what you’re doing
๏ Your reasons are never going to be as important to them as they are to you
๏ You can’t control it. Get over it.
225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
Exercise #6
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Go do it!
225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
Let’s Talk!
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