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

eduWeb July 20, 2009

What is “Social Media?”

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

“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

“platforms for interaction and networking”Bryan Eisenberg, futurenow

“Who said this is media? Media is something you can buy and sell. Media contains inventory. Media contains blank spaces.”

Ted McConnell, Proctor & Gamble

Marshal McLuhan

Media: a technology that affects society not by its content but by its characteristics.

“The medium is the message.”

no “content”...

...but has social effect

Sender Receiverinformation or data

“media”

Sender Receiverinformation or data

Receiver

information or data

“mass media”

media: technology used to store and deliver information or data

social: the interaction of humans with other humans

Participant Participant

Participant

social media

information or data

Social Media:

technologies that facilitate interactions between humans using information or data.

Social Media:

technologies that facilitate conversations

postal servicePersia, 550BC

telegraphFrance, 1792

radio1891

telephone~1890

ARPANET1969

pneumatic post1865

@email1966 BBS

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

Information in Social Space

Exercise #2Let’s Make a Virus!

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.

only 15% of viral media ever gets passed on

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)

Richard Dawkins

The Selfish Gene

Virus Host

Viral Transmission

TB Transmission

High School Dating

Graph of The Internet

“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

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

Duncan Watts

Exercise #3

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.

Social Media: A Taxonomy

Types of Social Media

๏ Networking

๏ Publishing

๏ News

๏ Collaboration

๏ Media Sharing

๏ Reviews/Opinions/Directories

๏ Organizing

๏ Virtual Worlds

Networking

๏ Person-to-person

๏ Personal profiles

๏ Group creation

๏ Social & Professional

๏ Making connections

๏ Sharing information & media within circle

๏ Invitation functions

Publishing

๏ Personal tone

๏ Frequent & timely

๏ Text, images, multimedia

๏ Comments

๏ Niche-y, topical

๏ Links/pointers

๏ Voting

๏ Links

๏ Commentary

๏ Tagging

๏ Social rewards for content providers

Collaboration

๏ Content Creation

๏ Social governance

๏ Social rewards for creators & editors

๏ Integrated discussion & history

๏ Broad to highly specific

๏ Project-oriented

Media Sharing

๏ Video, audio, gaming assets, files

๏ Rating system

๏ Comments

๏ Popularity/Voting

๏ Ease of use

๏ Social rewards for content providers

Reviews/Opinions/Directories

๏ Social rewards for “experts”

๏ Ratings & Voting

๏ Open & anonymous

๏ Consumer-oriented (reviews & opinions)

๏ Topic-oriented (directories)

Organizing

๏ Cause-oriented

๏ Advocacy

๏ Include features of other social media

๏ Discussion/debate

๏ Grassroots/Astroturf

๏ Fundraising

Virtual Worlds/Communities

๏ Community

๏ “Virtual” environments (though not necessarily graphic)

๏ Anonymity

๏ Social interaction

๏ Some corporate/organizational use

๏ High dropoff rate

Exercise #4

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.

Using Social Media

*the big question

Typical Communications Goals

๏ Awareness

๏ Generating Leads

๏ Converting to Enrollments

๏ Development (and Alumni)

๏ Community Relations

๏ Retention

Relationships!

Characteristics of Social Media

๏ Two-way

๏ Many-to-many

๏ Informal

๏ Personal

๏ Interactive

๏ Open*

๏ Continuous

๏ Collaborative

*I’m going to fudge on this a bit.

“Chaos is a friend of mine.”Bob Dylan

57“there are inherent limits to our understanding and

predicting the future at all levels of complexity”Ziauddin Sardar Chaos: A Graphic Guide

Relationships:

commitment

Relationships:

commitment

honesty

Relationships:

commitment

two-way

honesty

Relationships:

commitment

two-way

episodic

honesty

Relationships:

commitment

two-way

episodic

common interests

honesty

Relationships:

commitment

two-way

episodic

common interests

take work

honesty

Relationships:

commitment

two-way

episodic

common interests

take work

require trust

honesty

Uses of Social Media

๏ Networking

๏ Publishing

๏ News

๏ Collaboration

๏ Media Sharing

๏ 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

๏ Networking

๏ Publishing

๏ News

๏ Collaboration

๏ Media Sharing

๏ Organizing

๏ Virtual Worlds

Organizing

Sharing Experiences

Discussions

Creating “Buzz”

Influencing Choices

Providing Guidance

Raising Awareness

Raising Money

๏ Networking

๏ Publishing

๏ News

๏ Collaboration

๏ Media Sharing

๏ Organizing

๏ Virtual Worlds

Organizing

Sharing Experiences

Discussions

Creating “Buzz”

Influencing Choices

Providing Guidance

Raising Awareness

Raising Money

๏ Networking

๏ Publishing

๏ News

๏ Collaboration

๏ Media Sharing

๏ Organizing

๏ Virtual Worlds

Organizing

Sharing Experiences

Discussions

Creating “Buzz”

Influencing Choices

Providing Guidance

Raising Awareness

Raising Money

๏ Networking

๏ Publishing

๏ News

๏ Collaboration

๏ Media Sharing

๏ Organizing

๏ Virtual Worlds

Organizing

Sharing Experiences

Discussions

Creating “Buzz”

Influencing Choices

Providing Guidance

Raising Awareness

Raising Money

๏ Networking

๏ Publishing

๏ News

๏ Collaboration

๏ Media Sharing

๏ Organizing

๏ Virtual Worlds

Organizing

Sharing Experiences

Discussions

Creating “Buzz”

Influencing Choices

Providing Guidance

Raising Awareness

Raising Money

๏ Networking

๏ Publishing

๏ News

๏ Collaboration

๏ Media Sharing

๏ Organizing

๏ Virtual Worlds

Organizing

Sharing Experiences

Discussions

Creating “Buzz”

Influencing Choices

Providing Guidance

Raising Awareness

Raising Money

๏ Networking

๏ Publishing

๏ News

๏ Collaboration

๏ Media Sharing

๏ Organizing

๏ Virtual Worlds

Organizing

Sharing Experiences

Discussions

Creating “Buzz”

Influencing Choices

Providing Guidance

Raising Awareness

Raising Money

๏ Networking

๏ Publishing

๏ News

๏ Collaboration

๏ Media Sharing

๏ Organizing

๏ Virtual Worlds

Organizing

Sharing Experiences

Discussions

Creating “Buzz”

Influencing Choices

Providing Guidance

Raising Awareness

Raising Money

๏ Networking

๏ Publishing

๏ News

๏ Collaboration

๏ Media Sharing

๏ Organizing

๏ Virtual Worlds

Organizing

Sharing Experiences

Discussions

Creating “Buzz”

Influencing Choices

Providing Guidance

Raising Awareness

Raising Money

๏ Networking

๏ Publishing

๏ News

๏ Collaboration

๏ Media Sharing

๏ Organizing

๏ Virtual Worlds

Organizing

Sharing Experiences

Discussions

Creating “Buzz”

Influencing Choices

Providing Guidance

Raising Awareness

Raising Money

๏ Networking

๏ Publishing

๏ News

๏ Collaboration

๏ Media Sharing

๏ Organizing

๏ Virtual Worlds

Organizing

Sharing Experiences

Discussions

Creating “Buzz”

Influencing Choices

Providing Guidance

Raising Awareness

Raising Money

๏ Networking

๏ Publishing

๏ News

๏ Collaboration

๏ Media Sharing

๏ Organizing

๏ Virtual Worlds

Organizing

Sharing Experiences

Discussions

Creating “Buzz”

Influencing Choices

Providing Guidance

Raising Awareness

Raising Money

๏ Networking

๏ Publishing

๏ News

๏ Collaboration

๏ Media Sharing

๏ Organizing

๏ Virtual Worlds

Organizing

Sharing Experiences

Discussions

Creating “Buzz”

Influencing Choices

Providing Guidance

Raising Awareness

Raising Money

๏ Networking

๏ Publishing

๏ News

๏ Collaboration

๏ Media Sharing

๏ Organizing

๏ Virtual Worlds

Organizing

Sharing Experiences

Discussions

Creating “Buzz”

Influencing Choices

Providing Guidance

Raising Awareness

Raising Money

๏ Networking

๏ Publishing

๏ News

๏ Collaboration

๏ Media Sharing

๏ Organizing

๏ Virtual Worlds

Organizing

Sharing Experiences

Discussions

Creating “Buzz”

Influencing Choices

Providing Guidance

Raising Awareness

Raising Money

๏ Networking

๏ Publishing

๏ News

๏ Collaboration

๏ Media Sharing

๏ Organizing

๏ Virtual Worlds

Organizing

Sharing Experiences

Discussions

Creating “Buzz”

Influencing Choices

Providing Guidance

Raising Awareness

Raising Money

Exercise #5

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.

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

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

๏ Organizing

๏ Virtual Worlds

Case Studies

• 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

MoveOn.org

“Hope is not a strategy.”Rick Page

๏ 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.

Exercise #6

Go do it!

Let’s Talk!

sean.carton@idfive.com

Taking the plunge a social media workshop

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Transcript of Taking the plunge a social media workshop

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