The New Journalist in the Age of Social Media
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Transcript of The New Journalist in the Age of Social Media
JD Lasica [email protected]
Doing Good 2.0 The Next-Generation Internet’s impact on communication, media, mobile & civic engagement
Tuesday, November 24, 2009
Relax!
http://delicious.com/socialmediacamp/nmlab(all sites in this talk have been tagged for later retrieval)
Flickr photo “relaxation, the maldivian way” by notsogoodphotography
Presentation at http://slideshare.net/jdlasicaTuesday, November 24, 2009
Today’s hashtag
Tweet this talk! Hashtag: #nmlab
Creative Commons photo on Flickrby Prakhar
Tuesday, November 24, 2009
Glossary for new terms
http://socialbrite.org/glossary
“Social media:Any online technology or practice that lets us share
(content, opinions, insights, experiences, media)
and have a conversation about the ideas we care about.
”Tuesday, November 24, 2009
What we’ll cover todayOverview: The landscape
• Forces driving next-gen Net
• Rise of social media
New roles• Entrepreneur & strategists
• Conversation facilitator
• Social marketer
• Practical futurist
• Metrics & research
• Journalist & storyteller
Tools & resources
Tuesday, November 24, 2009
World Internet users by region
Asia: 650 million
Europe: 390 million
North America: 246 million
Latin America/Caribbean: 166 million
Africa: 54 million
Middle East: 45 million
Australia/Oceana: 20 million
1.57 billion users worldwide
Source: Internet World Stats, February 2009http://internetworldstats.com/stats.htm
Reality check
Tuesday, November 24, 2009
Digitization
Network effect
Power of participation
3 accelerating trends:
Forces driving next-gen Internet
Tuesday, November 24, 2009
Mobile Planet
Apple has sold nearly 50 million iPhones & iPod Touch mobile devices; 100,000+ apps in iTunes Store
Just beginning to see impact of Mobile Generation on culture
4.1 billion mobile device subscriptions worldwide; roughly 4 billion people use or have access to cell phones
Took 12 years to connect 1st billion mobile users; 2.5 years for 2nd billion; 22 months for 3rd & 4th billion
Tuesday, November 24, 2009
Online meets offline
Wikitude AR Travel Guide for Android G1 is an augmented reality application that, using a Webcam and GPS functionality, overlays information from Wikipedia, letting you search for 350,000 points of interest.
Tuesday, November 24, 2009
Blogs
Social networks
Microblogs (Twitter)
Podcasts
Social bookmarking
Wikis
Online video (YouTube, Vimeo, Viddler)
Widgets
Photo sharing (Flickr, Photobucket, SmugMug, etc.)
Virtual worlds
Forums
Presentation sharing
Social media: Explosive uptake
Tuesday, November 24, 2009
Social media by the numbers25-40 million active blogs; almost 1 million blog posts per day; over 346 million people globally read blogs
6 of top 10 websites in US are social sites (YouTube, Facebook, Wikipedia, MySpace, Blogger, Craigslist)
Facebook: 300 million members
Twitter: 19% of U.S. adults use Twitter; 5.8 billion tweets sent out
Flickr: 3 billion-plus photos
YouTube: 1 billion-plus videos served per day; people upload equivalent of 86,000 full-length Hollywood films every week
Whenever someone opens a computer, 60% of time it’s for social reasons
Tuesday, November 24, 2009
Tweets in real timepopacular.com/gigatweet
Tuesday, November 24, 2009
Social media in 60 secondspersonalizemedia.com
Tuesday, November 24, 2009
Overview: Who’s participating?
More than half of online U.S. women report doing a “social media” activity at least once a week. Of those, more than half do so on a daily basis.
Survey of 2,821 women conducted by Compass Partners, March 2009. www.blogher.com/press
Women active in social media
Tuesday, November 24, 2009
Participation is widespread
42 million U.S. women participate in some form of social media at least once a week.
Activities include:
• social networks• reading blogs• posting to blogs• message boards & forums• status updates on Twitter, etc.
Source: 2009 Women and Social Media Study by BlogHer, iVillage and Compass Partners
42 million women do it
Tuesday, November 24, 2009
Shifting time to social mediaShift by women away from traditional media continues to increase
Source: Compass Partners
Tuesday, November 24, 2009
Megatrends in social media
The Web is the platform.
Rise of real-time Web.
We’re moving to the cloud.
Social media and Sharing Economy are disrupting traditional business models.
Internet and social media have changed balance of power between people and institutions.
Flattening of hierarchies is leading to a rethinking of organizational structures: more autonomy, collaboration.
Tuesday, November 24, 2009
More of our online experiences will be happening through portable devices.
Destination sites giving way to presence on multiple social sites.
Command-and-control styles of PR/marketing are on way out.
Rise of interesting new fundraising models online.
Megatrends in social media
Tuesday, November 24, 2009
Cultural norms of social media
Premium on sharing
Transparency
Conversation expected
Mistrust of traditional authority figures & marketers
Instead: trust in peers, people like ourselves — even strangers
It’s not about the technology, it’s about connecting people.
Trust is easily gained and easily lost.
Credit/attribution given
CollaborationTuesday, November 24, 2009
Lecture
Passive consumers
One to many
Corporate/autocratic
Centralized
Elite professionals
Exclusive
Remote voice
Heavily filtered
Conversation, participation
Empowered users
Many to many
Democratic, collaborative
Distributed
Grassroots, edges in
Inclusive
Personal voice
Unfiltered/lightly filtered
Media 1.0 Media 2.0
Tuesday, November 24, 2009
Now, about this project ...
Tuesday, November 24, 2009
New roles
1. Entrepreneur & strategist
2. Conversation facilitator & stimulator
3. Social marketer
4. Practical futurist
5. Metrics & research nerd
6. Journalist & storyteller
Photograph by Tristram Kenton © The Really Useful Group Ltd.
Combining all 6 roles to become ...
Tuesday, November 24, 2009
Community builder
here’s an amazing difference between building an audience and building a community. An audience will watch you fall on a
sword. A community will fall on a sword for you.
— Chris BroganAuthor,“Trust Agents”
Tuesday, November 24, 2009
1.Entrepreneur/strategist
Before you focus on the tools, define the end goals.
Be realistic, but don’t be afraid of blue-sky thinking.
Be passionate but clear-headed about outcomes.
Consider 2-3 strategic partnerships.
Think: Is this a venture I would fund?
Creative Commons BY photo on Flickr by jonrawlinson
Tuesday, November 24, 2009
1. Define target audiences
2. Define objectives • Launch self-sustaining
project• Also increase members
or followers?• Create broadcast TV
presence?• Increase visibility for
cause? • Public education?• More robust
community outreach?
Goal-setting: a 6-step process
Tuesday, November 24, 2009
3. Define your strategy• Identify internal champions
& contacts• Set out rules for interaction
with public• Assign responsibilities• Map out project & campaigns• Identify tools & platforms• Establish measurable goals
4. Launch pilot projects or campaigns!
5. Monitor, measure results, track analytics, refine.
6. Be patient. Iterate, adapt, move on.
Goal-setting: a 6-step process
Tuesday, November 24, 2009
Don’t do all the heavy lifting!
Creative Commons photo on Flickr byJason Means
Tap into the sharing economy
Tuesday, November 24, 2009
Creativecommons.org
• Rich source of free commercial material.
• Flickr: 26 million+ Attribution & ShareAlike licenses
• Use them for your blog, website, email or print newsletter, presentations, etc.
flickr.com/creativecommons
Free content:
Creative Commons
Tuesday, November 24, 2009
WordPress & its plug-insOpen Office 3.0Drupal, Joomla & other open source platformsUbuntu Linux OSKaltura for video
Free content! Free resources!
Free software & platforms!
Free photos Free videos (TED Talks, etc.)Free music & audio
Socialbrite.org/sharing-centerCreativecommons.orgMeetup.com
Free expertise!
BarCampPodCampWordCampSocial Media Club
Leverage the ecosystem of free
/StrategistTuesday, November 24, 2009
2. Conversation facilitator
Set up a Monitoring Dashboard
Strategic use of Twitter
Outreach to key influencers
Email to drive conversation
Create Facebook fan pages
Local meetups & tweetups
Contests & discounts
Create widgets to enlist bloggers as evangelists
Tactics to execute strategy:
Tuesday, November 24, 2009
Create Monitoring Dashboard
Set up a Monitoring Dashboard (listening station) to track what’s being said about the nonprofit/cause.
Best of breed: Google Reader, Feedly (left) & Netvibes supplemented by a Twitter monitoring service.
Let’s set up a project management site to share free tools and best practices.
Tuesday, November 24, 2009
Best practices for Social WebRemember: Social media is a universe, not a set of tools.
Think of social media as a way to talk with your supporters, key employees and stakeholders.
Build relationships. Good relationships take time.
Be a connector. Reciprocate. Follow back.
It’s not all about you. Offer value. Give more than you take.
Empower supporters & fans, don’t market to consumers.
Tuesday, November 24, 2009
Best practices for Social Web
Be authentic and transparent about who you are. Disclose your relationship to the nonprofit/services you promote.
Trust each other. Learn as you go. There is no handbook.
Don’t be stupid.
Don’t be defensive — be open to critical feedback.
Successful campaigns engender authentic enthusiasm. Social media still comes down to the product or cause.
Conversations can’t be controlled or “managed.” But they can be engaged, informed and elevated.
Remember: Audience is not the same as community.
Tuesday, November 24, 2009
Start by listening & observing.
Not a broadcasting medium to distribute press releases or your headlines. Good rule of thumb: 3 conversational tweets for every ‘broadcast’ tweet.
Unlearn the conventions of journalism. Be conversational, not detached.
Use it for outreach, soliciting ideas, customer support, to announce events, to recommend articles, to identify experts.
#1 traffic driver: retweets
Use calls to action; use ‘Please RT’ strategically.
Tweets with a URL are 3x more likely to be retweeted.
nytimes.com: Twitter drives 10% of its traffic.
Make Twitter work for you
Tuesday, November 24, 2009
Grow your Twitter following
Schmooze with the heavy hitters in your sector. Find the evangelists and influencers and follow them.
Make sure your bio is optimized for searching.
Follow the people on the lists they follow.
Talk about your agenda one-third of time.
Promote other folks’ agenda two-thirds of time.
Use Twitterfeed and Tweetlater strategically.
Become a “one-person StumbleUpon” of useful information.
Be interesting. Be diverse in what you talk about.
Link your Twitter profile everywhere — even on your business card.
Join in on Twitter events expressed as #hashtags.
Tuesday, November 24, 2009
Grow your Facebook followingMake sure your Page name is optimized for Facebook searches.
Pair your nonprofit’s logo with a photo.
Add relevant pages as favorites to your Page.
Create a custom landing page for new visitors.
Entice potential fans with goodies if they become fans.
Make sure fans can freely post all media types on your wall.
When messaging fans, make it about them.
End messages with a specific request to share your message.
Make your Page known as a source of valuable content.
Use targeted Facebook Ads to promote your Page.
Include Facebook in the overall marketing mix.
Tuesday, November 24, 2009
Identify & engage influencers
Scope out Twitter or Facebook users in your sector with large # of followers. Engage them, don’t sell them.
Ask followers to add you to their Twitter Lists where appropriate.
Learn about how people in your sector use social media.
Connect with social media influencers on other platforms.
Tuesday, November 24, 2009
At left, widget found at: http://journchat.info
Find relevant hashtags through hashtags.org or Twitter Search.
Join (but don’t spam) conversation threads.
Start your own hashtag, especially for events.
Hashtags to check out: #nonprofit #4change #nptech #charitytuesday #CSR #socialgood #fundraising
Use hashtags to join conversations
Tuesday, November 24, 2009
The power of widgets
Events & newsLeft: Indy.com staffers pick the best local events to highlight on the site’s front page. Below: NY Times world news widget.
Think of how you can create widgets for specific sections of Scholastic’s website. Two benefits:
• slick packaging of content• enlist users to
distribute content on their own blogs
Tuesday, November 24, 2009
Tap into real-time conversations
Turn conversationsinto communities
Tap into the conversations that are already taking place in your sector: Widgets let you post tailored discussions — by topic or geographic location.
Create widgets for different sections of your site.
Services: Widgetbox, Netvibes, Yahoo Widgets.
/Conversation facilitator
Tuesday, November 24, 2009
3. Social marketer
Use tactics to spur people to connect with each other around a sharable object you’ve created.
The ‘object’ can be anything: a story, photo, game, blog post, cause campaign, event, product, iPhone app, etc.
The most effective sharable objects are portable and transmutable, evoke emotion and can be easily copied and reproduced in many channels and formats.
Use conversation, not a marketing sell, to share your object.
Tuesday, November 24, 2009
Social news tools
Facebook Connect: Each story shared on Facebook is seen on average by 40+ friends. Use it to authenticate comments.
Google Friend Connect: Same potential for large network effect. Already 8 million communities.
Digg: 39 million monthly visitors; 80 million outbound links per month; home page story on Digg will send 20,000 to 200,000+ clicks
Tuesday, November 24, 2009
Spur engagement through video
Can you leverage video created by your supporters?
Video has much more impact than straight text.
One estimate: 90% of Web content will be video by 2012.
Twitcam combines simplicity of Twitter with ability to stream.
Cisco: cost per video view: 2-4 cents.
You can use partners & bloggers as content distributors.
Live streaming video tools include Kyte.com, Qik.com, Ustream.tv, Livestream.com & Youcaster.com.
Video: Live or recorded
Freespeech.tv
Tuesday, November 24, 2009
American Cancer Society, Web 2.0morebirthdays.com
Tuesday, November 24, 2009
Social cause success storiescharity: water’s September birthday campaign. They make it about you.
LiveStrong, the Lance Armstrong Foundation, has a strong community outreach program.
America’s Giving Challenge enables users to vote for daily, overall causes you want to support.
Nature Conservancy’s Adopt an Acre of Rainforest program — for every 10 gifts you send, you’ll save 1 square foot of Rainforest.
Invisible Children’s Visible Children Scholarship Program.
Tuesday, November 24, 2009
charity: waterAug.-Oct. 2008:
Twitter co-founder Biz Stone launched a campaign asking those with September birthdays to accept online donations to charity: water in lieu of gifts.
Partly as a result, the nonprofit raised $393,000 for 33 villages.
Tuesday, November 24, 2009
Multiple campaigns
In less than 2 years, charity: water has raised over $3 million and funded over 600 water projects by actively using Facebook Causes & MySpace and interactive media in building awareness of its mission.
Creatively brought the issue of water to life using conversation-inspiring profiles, video and images. On YouTube, its channel includes an imaginative video with the tagline: “Imagine if New York City’s taps went dry. What would we do?” The video’s received over 650,000 views in less than 3 months.
On Socialvibe, charity:water allows anyone to deploy a sponsored ad to their social network profile or blog; supporters have raised $57,000.
Twestivals held in 202 cities on Feb. 12, 2009, bringing together the Twitter community for fun and a good cause. Raised $250,000 to build 55 water projects in Ethiopia, Uganda and India, clean water for more than 17,000 people.
Tuesday, November 24, 2009
Recipe for fundraising successHave a strong, simple message.
Make it for a specific cause, not for nonprofit or general fund.
Tell a compelling story with a strong human interest angle.
Have a clear “ask” or call to action.
Create hard stop date for donations.
Build relationships with key influencers & use social media to spread word.
Collaborate where possible.
Refresh the campaign as you go.
Use contests, drawings, discounts.
Spread your effort across multiple sites.Creative Commons BY photo on Flickr by norwichnuts
/Social marketerTuesday, November 24, 2009
4. Practical futuristGoodGuide.com: Mobile devices enabling ethics
Users can search the app for info on whether a product is healthy, environmentally friendly & socially responsible.
Starting this month, you can scan supermarket barcodes to bring up relevant information.
Tuesday, November 24, 2009
TV meets the InternetYahoo! Connected TV’s Widget Gallery + Intel Cinematic Internet
Eric B. Kim, senior VP, IntelTuesday, November 24, 2009
TV will be going social
Widget Gallery TV
Xbox
Netflix
TiVo
Boxee
LinkTV
BT (UK)
Tuesday, November 24, 2009
Grab open data
An API allows two applications to talk to each other. For example, Flickr’s API might allow you to display photos from the site on your blog.
Open APIs allow mashups, like housingmaps.com (above), a rentals site that aggregates data from craigslist and plots it on Google Maps.
Tuesday, November 24, 2009
Other ahead-of-curve ideas
/Practical futurist
Social Actions: Open API enables organizations & bloggers to volunteer or take action on the causes they support, can tailor it to your cause.
Giiv ("send some joy") is a new service that lets you give gifs (movie tix) via texting. Opportunity for a Causes channel.
Firefox 3.5: Video playback no longer limited to Flash, QT, WMV, DivX. Now can create native video in the browser with many more capabilities.
Foursquare: Location-based service just debuted an open API, the singular piece that launched Twitter into the stratosphere.
The Extraordinaries: Use the power of community for micro-volunteerism in people’s spare time.
Tuesday, November 24, 2009
5. Metrics/research nerd
http://dashboard.imamuseum.org/
Indianapolis Museum of Art
Tuesday, November 24, 2009
visit your new micro-site
donate money
evangelize your cause
register for events
share your content
download a new app
sign up for a newsletter
answer a survey
post comments
have a better online experience
You may want people to:
Social media metrics*
Identify your Key Performance Indicators (KPIs):
* sometimes called social influence or social marketing metricsTuesday, November 24, 2009
Measuring one campaign
• 15,000 members in first year, rapidly growing; only 9% of corporate online communities have more than 10,000 members.
• Community feedback was used to prioritize updates added to the latest CorelDRAW Graphics service pack
• When searching the term “coreldraw,” the community is #3 on Google and #1 on Yahoo! with no ad spend.
• CorelDRAW.com is a vibrant, self-sustaining community. The forums are self policing and users are providing each other with support. Coming from more than 190 countries, these passionate users are extremely active.
Case study: CorelThe CorelDRAW team created the coreldraw.com micro-site for design pros & graphic hobbyists to share information, build relationships and offer direct feedback about products. Social media results:
Image created in CorelDRAW Graphics Suite by Aleksey
Oglushevich.
Tuesday, November 24, 2009
Google Keyword Toolhttps://adwords.google.com/select/KeywordToolExternal
Tuesday, November 24, 2009
6. Journalist/storyteller
Bring journalistic standards and values into this new space: SPJ, NPR, Committee of Concerned Journalists.
Digital storytelling one of the most powerful and underused tools in storyteller’s arsenal.
As much as possible, don’t get in the way of people telling their own stories.
Serve as a guide, curator and aggregator as well as a content creator.
Think: lightweight equipment (Flip or Kodak Zi8) and easy editing tools.
Weave individual stories into a greater narrative that conveys theme of project.
Tuesday, November 24, 2009
Tell storiesaglimmerofhope.org
Tuesday, November 24, 2009
Tools & resources
Fundraising: Givezooks!, Twitcause, ChipIn, Givealittle.co.nz, Tweetsforacause.org
Cause sites: Care2, Change.org, Causecast, Razoo, Idealist.org, SmallCanBeBig.org, Donorschoose.org
Resources, tutorials: Socialbrite.org, WeAreMedia.org, Mobilizing Youth, Techsoup, KCNN.org
Translation captioning: dotSUB
Collaboration: Dropbox, Pando
Social bookmarking: Delicious, Magnolia, de.liriou.us
Crowd-funded journalism: Spot.us
Polls: Twtpoll, Zoomerang, Survey Monkey
Project management: Huddle.net, Basecamp, Google Docs
Tuesday, November 24, 2009
email: [email protected]
twitter: @jdlasica
Thank you! Let’s talk!
http://delicious.com/socialmediacamp/nmlab
Presentation at http://slideshare.net/jdlasicaTuesday, November 24, 2009