Social media for Engineers
•Télécharger en tant que PPTX, PDF•
1 j'aime•1,219 vues
This presentation covers the four skills engineers need to master in order be most effective at social media: web apprentice, visual designer, storyteller and marketer.
Recommandé
Recommandé
Contenu connexe
Tendances
Tendances (9)
En vedette
En vedette (20)
Similaire à Social media for Engineers
Similaire à Social media for Engineers (20)
Plus de Liberty Digital Marketing
Plus de Liberty Digital Marketing (19)
Dernier
Dernier (20)
Social media for Engineers
- 1. Social Media for Engineers Leveraging Web 2.0 for professional development Jon DiPietro
- 2. Who am I?
- 3. Career Path Apps Databases HMI Controllers Instrumentation Information Food Chain
- 4. Social Media Path Engineer Business Blogger Inbound Owner Marketer
- 5. Topics Science and Psychology Remarkable Content Social Media Promotion
- 7. Outbound is broken! 800-555-1234 Annoying Salesperson
- 8. Draw a crowd
- 10. Power Shift
- 11. Power Shift Democratization
- 12. Power Shift Web 2.0
- 13. “ These tools don’t get socially interesting until they get technologically boring.”
- 14. Psychology
- 15. Psychology: Social Animals Dunbar’s Number
- 16. Psychology: Social Animals Social Norms vs. Economic Norms
- 17. Psychology: Social Animals Intrinsic Motivationvs. Extrinsic Motivations
- 18. Psychology: Cognitive Surplus Spare Time
- 19. Psychology: Cognitive Surplus courtesy heather.williams on Flickr courtesy Easternblot Folksonomies
- 20. Economics
- 21. Economics: Freeking Out Irrational Behavior
- 22. Economics: Freeking Out courtesy beancounter on Flickr Atoms vs. Bits
- 23. Economics: Power Law Contributions Individual Participation
- 24. Economics: Power Law Price Demand Demand Curve
- 25. Economics: Power Law Power Law vs. Normal Distribution
- 26. Economics: Group Dynamics courtesy Cade on Flickr Birthday Paradox
- 27. Economics: Group Dynamics Connectors & Tipping Points
- 28. Economics: Group Dynamics Democratization
- 29. Power Shift Trust
- 30. New Rules
- 31. New Rules Mixed Norms
- 32. New Rules Gift Economy
- 33. New Rules Never Always Sometime s Source: Jobvite 2010 Social Recruiting Survey 84% of employers check online profiles
- 34. Now what?
- 35. (Personal) Inbound Create Marketing Analyze Optimize Convert Promote Five Steps
- 36. (Personal) Inbound Marketing Wits vs. Wallets
- 37. superior product, poor marketing
- 38. mediocre product, great marketing
- 39. superior product, great marketing “put a dent in the universe”
- 40. Analytical Creative
- 41. Inbound Marketing: Content
- 42. Strategies Compelling • Storytelling • Visually Appealing • Sticky Remarkable • Gifty Wow! • Shareable • Accessible
- 43. Compelling: Storytelling Climax Conflict Inciting Incident
- 44. Self-publication Social • Democratization of explodes • Blogging Networking computing power • P2P File Sharing • Desktop Publishing • MySpace • Photo/Video Sharing • Multimedia PCs • LinkedIn • Digital Photography • Facebook • Digital videography • Twitter Inciting Incident File Sharing Opening Closing Value Value Conflict
- 45. Compelling: Visual simplicity restraint
- 46. Graph of Left-Brained Employment by Profession Left-Brained Professionals Computers & Mathematical 3.45 3,500,000 3,000,000 Engineers & Technicians 2.32 2,500,000 Social Scientists 0.52 2,000,000 Computers & Mathematical Engineers & Technicians Life Scientists 1,500,000 Science Technicians 0.27 Physical Scientists Social Scientists 1,000,000 Science Technicians Postsecondary Teachers Life Scientists 0.26 500,000 Millions Employed 0 Physical Scientists 0.25 Postsecondary Teachers 0.22 Source: U.S. Bureau of Labor Statistics, 2009
- 48. when using contrast, go big or go home
- 49. repeat design elements for unity
- 50. Lorem ipsum dolor sit amet, consectetur adipiscing elit. Nullam vel augue eros, convallis bibendum augue. Aenean venenatis varius orci, quis adipiscing arcu mattis quis. In egestas sem et velit adipiscing pretium. alignment Lorem ipsum dolor sit amet, consectetur adipiscing elit. Nullam vel augue eros, convallis bibendum augue. Aenean venenatis varius orci, quis adipiscing arcu mattis quis. In egestas sem et velit adipiscing pretium.
- 51. proximity Lorem ipsum dolor sit amet consectetur adipiscing elit. Nullam vel augue eros Etiam interdum fringilla lectus sed suscipit Pellentesque dui purus, facilisis id molestie non, adipiscing vitae erat. Ut lorem quam, ornare vitae scelerisque et, rutrum vitae odio. Cras sagittis enim eget nisl mollis euismod. Phasellus nec lectus quam, vel gravida neque. Nullam at condimentum velit. Integer nunc eros, eleifend et lobortis lobortis, elementum at massa. Mauris id nunc mi Ornare tincidunt turpis. Aenean neque metus, dignissim quis luctus placerat, volutpat id urna. Cras lacinia enim quis ligula ullamcorper a luctus nisi suscipit. Donec sed orci vel magna rutrum posuere ullamcorper id massa. Quisque accumsan tempus quam Ac pretium sapien rutrum et. Aenean fermentum risus eu urna tincidunt rhoncus. Aliquam a sapien non felis auctor tristique non lobortis diam. Ut sit amet massa libero. Fusce tellus urna, sagittis condimentum fringilla a, tincidunt a dolor. Nullam adipiscing lorem vel lorem ultricies sed facilisis ligula eleifend. Sed euismod sapien at orci dignissim consectetur ac quis turpis. Maecenas ac leo augue. Integer eget diam tristique risus laoreet feugiat quis eu nunc. Cras vel egestas orci. Sed ac mauris massa.
- 53. Remarkable: Gifty My Resume Company #1 Brag, blah blah blah. Brag, blah, brag, blah. Company #2 Brag, blah blah blah. Brag, blah, brag, blah.
- 56. Remarkable: Accessible • RSS • Email Channels • Twitter • Facebook • FriendFeed • Text • Video Formats • PDF • Presentation
- 57. Tactics Blogging • Out of the Box SEO • Pages • Engagement Approach • Quantity • Consistency • Balance Diet
- 58. Blogging Permalinks SEO Features Baked In
- 59. Blogging Titles Meta Descriptions Keywords SEO Features Baked In
- 60. Blogging More pages = more juice
- 61. Blogging Engagement
- 62. Approach the chapters Break up and sections Instead of monolithic white papers Smaller, bit sized Into Blog posts Quantity
- 63. Approach Consistency
- 64. Approach Balance & variety
- 65. Inbound Marketing: Promotion
- 66. Social Media
- 67. Networks Facebook
- 68. Networks Twitter
- 69. Networks Questions &Profile Personal Answers Optimize! LinkedIn
- 70. Hosts
- 71. Hosts YouTube
- 72. Hosts Flickr
- 73. Hosts Slideshare
- 74. Aggregators
- 75. Aggregators Posterous
- 76. Aggregators Clients
- 77. Strategies
- 78. Content Shareable
- 79. Content Portable
- 80. Content Accessible
- 81. Success Formula Personal Website (WordPress) Remarkable Content Social Media Hosts and Networks
- 82. be remarkable
- 83. Jon DiPietro Email: jon.dipietro@domesticatingit.com Blog: domesticatingit.com Twitter: @JonDiPietro Book: “Social Media for Engineers & Scientists” leftbrainhandbook.com
Notes de l'éditeur
- Clay Shirkey – consultant, teacher, and writer on the social and economic effects of Internet technologies“These tools don’t get socially interesting until they get technologically boring.” “Largest increase in expressive capability in human history.”Cell phones are boring now – within ten years the new workforce will be young adults who have never not had cell phonesWhat’s important isn’t the technology – it’s the networks
- British anthropologist Robin Dunbar theorized that the size of our brains’ neocortex limited the number of interpersonal relationships we can maintain to 148. Later corroborated by observations of groups like Neolithic farming villages, Hutterite settlements, and even Roman military units. The question now is the degree to which social networking sites will further expand our ability to form socially cohesive groups. Dunbar is expected to publish a study on Facebook in 2010, but his preliminary findings are that despite the thousands of friends we may have, we still only maintain real relationships with 150 of them
- Social norms are “right thing to do” – greater goodEconomic norms are “day’s pay for a day’s work” – selfish in natureMixing social and economic norms leads to trouble (tipping a date or asking how much a gift costs)
- Why are LOL cats so popular? People are not paid, so what’s the motivation?People are intrinsically motivated to create and share. The sharing is most important part – creates networks. It’s like active media – what’s more dumb, LOL cats or SpongebobSquarepants. At least with LOL cats, people are connecting and engaging with each other.
- Industrialized worlds gave us more free time than ever before in human history – 8 hours of work, 8 hours of sleep, 8 hours for whatever. TV has sucked up a big portion of whatever.Shirky tells a story about a conversation he had with a television producer who was trying to determine whether or not to have him on her show. He talked about the controversy of Pluto’s “delisting” as a planet and the sudden spike in activity on its Wikipedia page. Shirky waited for her to follow up with questions about the social implications of this phenomenon, but “Instead, she sighed and said, ‘Where do people find the time?” Hearing this, I snapped, and said, ‘No one who works in television gets to ask that question. You know where the time comes from.’”Can see it with my own kids – much less TV, much more Facebook.
- WoofstockTagging creates a folksonomy that enables semantic web. People using cognitive surplus to do things machines can’t i.e. provide meaning.
- Dan Ariely is a Behavioral Economist who’s book, “Predictably Irrational” tackles a broad range of irrational human behaviors including our reactions to things that are free. In one experiment, he sold two types of chocolates in a public location. One of the chocolates was a Hershey Kiss – a perfectly respectful, yet ordinary brand. The other was a Lindt Truffle, generally regarded as higher quality and more desirable than a Hershey Kiss. At first, they priced the truffle at fifteen cents and the Kiss at one cent. Both of these prices are a significant discount from their retail prices, so it wasn’t particularly surprising that 73 percent of the customers bought the truffle. Next, he reduced the price of both chocolates by one cent so that the truffle was now fourteen cents and the Kiss was free. Under this pricing model, 69 percent of the customers now chose the Kiss instead of the truffle.Our brains evolved to deal with scarcity and freak out when faced with abundance.Moore’s law is providing massive abundance of bandwidth and storage – we have a hard time dealing with the concept.
- Economy based on bits = things get more expensiveEconomy based on atoms = things get cheaperValue of information is approaching zero, causing big problems for businesses (publishing) and organizations (AWWA) founded on selling information.Answer is to manage demand instead of supply.
- 80/20 ruleCan represent quantity and/or quality of contributions to a system.
- Demand vs. price – traditionally businesses find “sweet spot” on demand curve and stay there.Amazon – “We sold more books today that didn’t sell at all yesterday than all of the books that sold yesterday.”
- Average is much lower in power law distribution, so:Don’t try to apply traditional statistical logic of averages and std deviations to PLBeing “above average” easier in PL than normal
- One of the reasons evolution came to favor groups so heavily is that they are pretty powerful – perhaps more so than we generally realize. The Birthday Paradox is illustrative of both the strength and misconceptions of groups. I recall at least half a dozen different experiments in school where the teacher asked a classroom full of students to go around the room and announce their birthdays. The students are predictably surprised when two of them share a birthday, which is the case about 75% of the time in a typical classroom. This seems counterintuitive to us, and it’s because the quick math done in our brains attempts to calculate the chances that someone else will share our birthday. In that case, there are only 34 pairs to consider (in a classroom with 35 students) with just a 9% chance of finding a 1 in 365 match. In fact, the proper way to calculate the probability is to take into account every combination of every individual against every other individual. In that case, there are 595 pairs to consider that yield an 80% chance of finding a 1 in 365 match. And therein lies the hidden power of groups: it’s not who you know, but who you know knows.Adding one person to team of 20 isn’t 5% improvement, creates 20 new relationships for 10.5% improvement.
- The Internet is not one big mass of users. It is comprised of lots of smaller groups that are linked to one another though people called “connectors.” Gladwell’s Tipping Point – “Connectors” (Paul Revere)Focus on people who connect different groups together – that’s how things go viral (group to group, not person to person)
- Effect on ideas:VettingCommunicatingSharingOnce upon a time, developing and hosting web applications was capital intensive, time consuming and rigid. Moore’s Law ushered in an era where the costs of data storage and bandwidth approached zero, enabling entrepreneurs and software developers to harness the power and irrationality of “Free.” This new version of the web, Web 2.0, created an entirely new paradigm for vetting, communicating and sharing ideas. The result is that social networking will be the most important development in the curation and dissemination of knowledge since the invention of the printing press.
- A superior product with poor marketing is a Betamax.
- An mediocre product with a great message is a Shamwow.
- And a great product with a great message is an iPod.Compelling content takes a good idea and makes it great, and it takes a great idea and puts a dent in the universe. Remarkable means something that is worth taking notice – worth talking about. Remarkable content spreads itself and takes your ideas along for the ride. It makes it possible for people to fully appreciate you, your Section, Division, Department or District.
- I mentioned earlier that engineers and scientists are particularly challenged because of their left brain tendencies. The left hemisphere of our brains processes information sequentially and analyzes the pieces individually (and mostly verbally) in order to assemble a complete picture. Conversely, the right hemisphere works in more of a big picture mode, taking in the whole picture (mostly visually). The left side is about details, while the right side is about meaning.It’s the right hemisphere that subconsciously fits the pieces together that are usually classified as “aha” moments. Because we are in the very early stages of understanding how these brain processes work, we tend to believe that innovation and creativity are gifts from muses or just say the people that experience them are “gifted.”The truth is that there are tools and techniques that will enhance your creativity and lead you on a path to creating remarkable content. In this presentation I’m going to share three secrets that will pump up your right brain.
- The secret sauce of great storytelling is conflict. If you remember one word from this section of the presentation, I hope it’s this one. As humans, our brains learn from actions and consequences, and conflict is always in the middle. We have a need, a desire, a lust to find out what happens. How does the story end?All conflict begins with what McKee calls the “Inciting Incident”, which is an event that “radically upsets the balance of forces in the protagonist’s life.” The remainder of the story is a quest to restore that balance and that can only be accomplished through conflict.So far, this sounds a little esoteric so let’s try to apply it to our real life example of disaster recovery. Here’s the inciting incident: “Between February 7th and March 14th, 2009, more than 400 bush fires across the state of Victoria, Australia scorched over a million acres of land. Goulburn Valley Water (GVW) had one of its control rooms completely incinerated. With only five days worth of water stored, an emergency response plan to rebuild the control room and recommission the plant went into action.”
- Once the inciting incident is established, it’s time to move the story along by creating “acts.” I’ve developed a template based on his techniques that I’ve actually turned into a worksheet that is proving to be very effective for crafting book chapters and blog posts. I think if Mr. McKee ever saw it he would either think it was a clever adaptation of his teachings or else lose his lunch – I’m not sure which.In a nutshell, the template begins with an inciting incident, then contains a series of action/reaction complications centered around a controlling idea that inevitably reach a climax, at which point the closing value of the story (relative to the opening value) is revealed.Now I could spend at least forty five minutes on that one sentence, but since I obviously can’t I’ll use another example. And just in case some of you think I was cheating by using something as dramatic as a bush fire, this time I’ll use a chapter from my upcoming book (sorry for the shameless plug) – Content is King.Remember that all stories are character driven. Your challenge is to identify the conflict in your story and personalize it for your reader by attaching it to an emotion. The frustration of knowing a PID loop can perform better. The accomplishment of implementing an industrial standard. The friendships that are formed at ISA meetings. When you have a story, tell it. When you don’t a story, write it. It can be done.
- I like to think of restraint as “forced simplicity through the application of constraints.” Does your graph really need data labels, a header, a footer, a legend, axis labels, and a background image? Is all of the extra stuff adding to your message or distracting from it? Is your chart really more effective by making it 3D? As engineers we like to be thorough and so sometimes it’s difficult for us to restrain ourselves. But it’s more effective to include only enough detail to make our point and if you’re in doubt, throw it in an appendix or handout.
- Contrast is an interesting subject to me because it has the dual ability for both good and evil from a design perspective. The danger of contrast is that small differences between similar items on a page actually trigger a stress response. And the fascinating thing about that are the evolutionary effects of living in a dangerous environment. Think about walking around an African savannah for a moment. Seeing a lion a thousand yards (excuse me – meters) away in the middle of a field might be off-putting but it’s no cause for panic. It’s very easy to assess the danger level due to the lack of ambiguity. On the other hand, a slight rustling of a bush or modest color differential a few feet away could indicate the presence of a saber toothed tiger, which is cause for great alarm.When it comes to contrast, it’s a matter of go big or go home. Significant differences is size, shape, orientation, or color are effective ways to convey differences, organize sections, and create interest.
- Repetition is a principal that involves using same visual element over and over throughout your content. This element can be a font, an icon, a spatial relationship, etc… Another word for repetition is consistency. But much like contrast, it’s most effective when we deliberately “kick it up a notch.”
- Use alignment to establish relationships between design elements, rather than haphazardly dropping things onto a page where ever there is space. If you are consistent with alignment throughout a piece, then you can combine it with contrast as a double-whammy by changing it up to call attention to something important. The point is to make a deliberate, conscious decision every time you place something on a page or slide.In this slide, for example, just the simple act of changing the alignment of the text clearly joins it to the image. When the text is left justified, it almost feels like the text and the image are repelling one another – like recess in first grade with boys on one side of the school yard and girls on another.
- Proximity means spatially group together items that are related and separating items that are not related. It makes your content easier to navigate and understand. This slide shows you a bunch of words that have no meaning, but their proximity tells you an awful lot about their relationship to one another. We can see here that there is a title and a subtitle, three main ideas, and a conclusion.In addition to organizing your design, proximity can also provide meaning by establishing relationships like equality (or inequality), imminence (or distance), cooperation (or obstruction), and so on…
- Start with personal account.Status updates, connect tab, events
- I want to leave you with a simple message from Seth Godin: be remakrable.He says “Boring is invisible. Remarkable products and remarkable people get talked about. How can you squander even one more day not taking advantage of the greatest shifts of our generation? How dare you settle for less when the world has made it so easy for you to be remarkable?”