Today’s Agenda

1. Social Survey, Media Application & Mid Term Exam Revisit

2. Introduction to Personal Brand Camp- register, fill out profile- event management- promotion

3. Hot Topics

4. Iterative Approach

5. Social Capital

6. Identity

Citizen Marketers

Paul Revere’s Ride, 1775

• Connector

• Maven

• Sales person/charismatic Malcolm Gladwell, The Tipping Point

Henry Wadsworth LongfellowPaul Revere’s Ride, 1860

• inaccurate

• perception becomes reality

• creates a myth

De architectura – 25 B.C.

Canon of Proportions

Vitruvian Man

1487

In a culture like ours, long accustomed to splitting and dividing all things as a means of control, it is sometimes a bit of a shock to be reminded that in operational and practical fact, the medium is the message. This is merely to say that the personal

and social consequences of any medium – that is, of any extension of ourselves – result from the new scale that is introduced into ouraffairs by each extension of ourselves, or by any new technology.

Is social media hot or cool?

Broadcast vs. Social Media

Filter then Publish

Publish then Filter

The Goal

loyalists

contributions

Factoid:

By 2011, 70 per cent of social

computing deployments

in government

that achieve business benefits will do

so in unplanned or unexpected ways,

according to Gartner, Inc.

Our conventional response to all media, namely that it is how they are used that counts, is the numb stance of the technological idiot.

For the ‘content’ of a medium is like the juicy piece of meat carried by the burglar to distract the watchdog of the mind.

The effect of the medium is made strong and intense just because it is given another medium as ‘content’.

The content of a movie is a novel or a play or an opera. The effect of the movie form is not related to its program content.

The ‘content’ of writing or print is speech, but the reader is almost entirely unaware either of print or speech.

http://www.networkweaving.com/blog/

Whuffie is born …

http://www.youtube.com/watch?v=Pur1kFIbp4w

social capital

IntrinsicIndividual Assets

Information FlowInfluenceSocial CredentialsReinforcement of IdentityRecognition

ExtrinsicCollective Assets

TrustNetwork StructureReputationAuthoritySanctionsCulture

http://www.youtube.com/watch?v=YWyCCJ6B2WE&feature=player_embedded

social

sexual

.

professionalreligious

personal

privateethnic

political national

cultural

gender

The 5 Things About Me Meme

culinary

Four Senses of Identity

1. Identity that achieves social footing.

2. Identity as role.

3. Identity achieved through mismatch or roles.

4. Identity achieved through stories.

23 - Internal buy in

21 – ROI, measurement

13 – tips for starters

11 – best practices

2 – employer branding/recruitment

1 - back to off-line basics, leveraging traditional marketing, tribe,

reputation, risk, tools, how to scale,

new digital divide, online video

Where r we @?

Sources in order of appearance:

http://michaelzimmer.org/images/mccluhancartoon.jpghttp://www.quarterplay.com/wp-content/uploads/2008/09/price-drop.gif http://laurelpapworth.com/wp-content/uploads/2009/07/war-zone-2-journalist-cartoon.jpg http://farm4.static.flickr.com/3282/2714445193_d13a700d47.jpg http://www.zimbablog.com/zimbuploads/2008/10/creative-freedom-banner.jpg http://plus.maths.org/latestnews/jan-apr07/networks/power.gifhttp://suewaters.wikispaces.com/file/view/Slide12B.JPG/31092781 http://beyondnessofthings.files.wordpress.com/2007/07/longtail.gifhttp://vanelsas.files.wordpress.com/2008/06/time-magazine-you.jpghttp://www.destination360.com/north-america/canada/images/s/canada-cn-tower.jpg http://www.craphound.com/images/d_and_o_cover_large.jpg