Importance of research to advance society and solve today’s problems

THE POWER of REAL-TIME SOCIAL MEDIA

beverlymacy@gmail.com @beverlymacy

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Thank You for Inviting Me to #VCU!

• Empower Yourself

• Lead the Way

• Change the World

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The Way We Communicate Has

Changed Forever

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One Tweet – a message with no more than 140 characters – turns into $33 million-plus in Haitian disaster relief A Town Hall meeting on transportation systems in Orange County, California is viewed in real-time -Russia -Western Europe -Asia Former struggling competitors are thriving by sharing customers

Consider the Following…

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Why Now?

Free

Technology

Global

Recession Digital Natives

Communications

Shift

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Digital Natives •DIGITAL NATIVES, Generation Y, Generation Net

Global “YOUTH BULGE”

•Males /Females under 35 years of age •In U.S. 90 million - outnumber Baby Boomers 70 million

Beck, John C., Wade, Mitchell. “Got Game: How the Gamer Generation is Reshaping Business Forever.” Boston, Harvard Business School Press, 2004. 1-2.

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What is Real-Time?

The Now Lens

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Social Media is Everywhere

• Corporate Communications

• Media + Public Relations

• Sales, Marketing, Customer Service

• Journalism, Healthcare, Retail, Automotive

• Government, Entertainment, Education

• Hospitality, Restaurants

• Emergency Management

• Philanthropy

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Social Media’s Global Reach

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Communication Has Changed Forever

The Voice of the Individual aggregates into a

Global Voice Truth

Authenticity

Transparency

Adding Value

Wael Ghanim, Google Marketing Executive

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Fortune 100 Global Corporations

• The number of companies

being talked about on Twitter

increased by 90%

over the last year

• Resource: Burson-Marsteller Global Social Media 2011 Check up

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Social business + social technology =

Social Change

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What This Means to YOU

• Research is being reinvented

• Identification of Knowledge

• Creation of Knowledge

• Quality Assurance of Knowledge

• Dissemination of Knowledge

• BE A LEADER • http://tinyurl.com/4huokol

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The Research Cycle

Locating High

Quality

Collaboration

Dissemination

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Local application of global knowledge pool

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Social Media and Research

• "A new survey shows that social scientists, humanists, and biologists are increasingly using Facebook and Twitter to share research."

• The report states, "Researchers are using social media tools to support every phase of the research lifecycle: from identifying research opportunities to disseminating findings at the end. They may not be the same tools, and they are certainly not the same researchers, but social media are most definitely making an impact on scholarly workflow.“

http://www.ucl.ac.uk/infostudies/research/ciber/social-media-report.pdf

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Research in Real-Time

• New availability of data

• Ethical considerations – promoting truth and avoiding error

• Social Responsibility

• Balancing confidentiality and openness

• Integrity

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Twitter Predicts Box-Office Sales

• Researchers at HP Labs discover Twitter can predict Box Office sales

• 2.9 million tweets from 1.2 million users over three months

• Used two performance metrics: • Buzz • Likeability

• The model was 97.3% accurate

in predicting opening weekend box office

• http://www.fastcompany.com/1604125/twitter-predicts-box-office-sales-better-than-anything-else

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Using Twitter & Facebook Search

• Filter news - "banking news" , “pharma news”

• Scanning Trends http://twitter.com/Competia/trend-spotting/members

• Follow a company or brand

• Build a network of spotters

• Who you follow, who do they follow

• Get answers, ask questions

• Build trust, be curious, be specific

• Facebook Groups

• Listen for complaints in unofficial groups

• Industry news and opinions

• Current and former employees of competitors

• CI Experts:

• Tara Calishain @research buzz

• Acute Intelligence @aquteintel

• The Association of Independant Information Professionals @AIIP

• Freepint @freepint

• Compete @compete

• Ian Smith @citweetz

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NEW STUDY on Search and Social

http://groupmsearch.com/research

Social Media For Social Good

•

Welcome to My NOW Lens

http://www.youtube.com/watch?v=kC3NZR7CsA8&feature=related

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IF NOT FOR YOURSELF, THEN FOR YOUR EMPLOYEES, CLIENTS & CUSTOMERS •100,000 people a day are joining a community somewhere around the world •Clients and consumers are relying on each other for buying decisions “Reviews are the New Advertising” “Conversation is Currency” •Be aware of how to harness these platforms for your own professional and personal branding •How to educate yourself about the impact and use of social media to stay relevant

Why Should We Care?

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National Labor Relations Board

http://bit.ly/bM4IsR

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The Power of Real-Time Social Media Marketing

• View today through the NOW LENS

• Strategies

• Learn to Manage the Conversation

• “Conversation is Currency”

• Harness the Power of the Crowd

• Nurture your Share of Voice

• Execute Locally.

• Think Globally.

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GO CHANGE THE WORLD!

THANK YOU. beverlymacy@gmail.com

@beverlymacy

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