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Introductions: Marc Wright2
Change doesn’t come out of the blue
Fringe
Edge
Realm of the cool
Next new thing
Social convention
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External Tools 4
Internal Tools 5
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There is a difference between…
An audience…
“An audience isn’t just a big community; it can be more anonymous, with many fewer ties among users…”
…and a community
“A community… has a social density that audiences lack.”
@cshirkey
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ESN Skills for Communicators
• Driving adoption
• Creating social content
• Supporting leaders
• Developing strategy
• Measuring success
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The nature of content is changing….
“In the future corporations will ask
communicators to produce content
created half by the company and half
by the customer.”
Bob Pearsonformer VP of communities & conversations at Dell
Author of Pre E-commerce
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6 SOCIAL MEDIA TYPES 16
Social media personality types who is….
• The sharer:
– This person is constantly sharing your links, retweeting your messages and posting your news on their social networks.
• The reader:
– people who genuinely take interest in what you have to say and regularly read the information to which you link.
• The Maven:
– subject expert who has people’s respect and attention (ie Brian Solis)
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• The commenter:
– these people are constantly commenting on your blog posts, tweets and Facebook links. They are the ones who encourage other people to join the conversation.
• The word-of-mouther:
– you need to target the ones who then spread the word by mouth to their non-web savvy friends.
• The power holder:
– In order to achieve a reaction you need to target the change makers and people of power.
18Social media personality types who is….
Curation 19
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