2. The Rules
1st RULE: You do not talk about SOCIAL MEDIA.
2nd RULE: You DO NOT talk about SOCIAL MEDIA.
3rd RULE: If someone says “stop” or goes limp or taps
out, it’s over.
4th RULE: It takes at least two to have a conversation.
5th RULE: We will only focus on one conversation at a
time.
6th RULE: No shirts, no shoes.
7th RULE: Conversations will go on as long as they
have to.
8th RULE: If this is your first experience with SOCIAL
MEDIA, you HAVE to participate.
9. Characteristics of Media
speed: how fast does it transmit information?
reach: how many people can receive it?
longevity: how long does it last?
reproducibility: how easy is it to copy?
interactivity: how easy is it for receiver to react to sender?
sense modality: what senses does it affect?
*
authority: what’s the social standing of the sender?
*as perceived by receiver
10. speed: fast (w/in range)
reach: very low
longevity: ephemeral
reproducibility: none
interactivity: conversational/synchronous
sense modality: visual, auditory, tactile
authority: personal
oral
11. speed: very slow
reach: low
longevity: extremely durable
reproducibility: minimal to none
interactivity: none
sense modality: visual, tactile
authority: high, impersonal
written
12. speed: slow to moderate
reach: low to moderate
longevity: fairly durable
reproducibility: moderate
interactivity: little to none
sense modality: visual, tactile
authority: high, impersonal
printed
13. speed: fast
reach: high
longevity: somewhat ephemeral
reproducibility: difficult
interactivity: little to none
sense modality: visual, auditory
electronic mass media authority: high, impersonal
14. speed: virtually instantaneous
reach: global
longevity: ephemeral/variable
reproducibility: unlimited
interactivity: variable/asynchronous
sense modality: visual, auditory
authority: variable, impersonal
internet
15. speed: virtually instantaneous
reach: global
longevity: ephemeral
reproducibility: unlimited
interactivity: conversational/asynchronous
sense modality: visual, auditory
authority: variable, personal
social media
16. speed: fast (w/in range)
reach: very low
longevity: ephemeral
reproducibility: none
interactivity: conversational/synchronous
sense modality: visual, auditory, tactile
authority: variable, personal
oral
speed: virtually instantaneous
reach: global
longevity: ephemeral
reproducibility: unlimited
interactivity: conversational/asynchronous
sense modality: visual, auditory
authority: variable, personal
social media
17. speed: fast (w/in range)
reach: very low
longevity: ephemeral
reproducibility: none
interactivity: conversational/synchronous
sense modality: visual, auditory, tactile
authority: variable, personal
oral
speed: virtually instantaneous
reach: global
longevity: ephemeral
reproducibility: unlimited
interactivity: conversational/asynchronous
sense modality: visual, auditory
authority: variable, personal
social media
18. speed: fast (w/in range)
reach: very low
longevity: ephemeral
reproducibility: none
interactivity: conversational/synchronous
sense modality: visual, auditory, tactile
authority: variable, personal
oral
speed: virtually instantaneous
reach: global
longevity: ephemeral
reproducibility: unlimited
interactivity: conversational/asynchronous
sense modality: visual, auditory
authority: variable, personal
social media
19. speed: fast (w/in range)
reach: very low
longevity: ephemeral
reproducibility: none
interactivity: conversational/synchronous
sense modality: visual, auditory, tactile
authority: variable, personal
oral
speed: virtually instantaneous
reach: global
longevity: ephemeral
reproducibility: unlimited
interactivity: conversational/asynchronous
sense modality: visual, auditory
authority: variable, personal
social media
20. speed: fast (w/in range)
reach: very low
longevity: ephemeral
reproducibility: none
interactivity: conversational/synchronous
sense modality: visual, auditory, tactile
authority: variable, personal
oral
speed: virtually instantaneous
reach: global
longevity: ephemeral
reproducibility: unlimited
interactivity: conversational/asynchronous
sense modality: visual, auditory
authority: variable, personal
social media
21. speed: fast (w/in range)
reach: very low
longevity: ephemeral
reproducibility: none
interactivity: conversational/synchronous
sense modality: visual, auditory, tactile
authority: variable, personal
oral
speed: virtually instantaneous
reach: global
longevity: ephemeral
reproducibility: unlimited
interactivity: conversational/asynchronous
sense modality: visual, auditory
authority: variable, personal
social media
22. speed: fast (w/in range)
reach: very low
longevity: ephemeral
reproducibility: none
interactivity: conversational/synchronous
sense modality: visual, auditory, tactile
authority: variable, personal
oral
speed: virtually instantaneous
reach: global
longevity: ephemeral
reproducibility: unlimited
interactivity: conversational/asynchronous
sense modality: visual, auditory
authority: variable, personal
social media
23. speed: fast (w/in range)
reach: very low
longevity: ephemeral
reproducibility: none
interactivity: conversational/synchronous
sense modality: visual, auditory, tactile
authority: variable, personal
oral
speed: virtually instantaneous
reach: global
longevity: ephemeral
reproducibility: unlimited
interactivity: conversational/asynchronous
sense modality: visual, auditory
authority: variable, personal
social media
24. speed: fast (w/in range)
reach: very low
longevity: ephemeral
reproducibility: none
interactivity: conversational/synchronous
sense modality: visual, auditory, tactile
authority: variable, personal
oral
speed: virtually instantaneous
reach: global
longevity: ephemeral
reproducibility: unlimited
interactivity: conversational/asynchronous
sense modality: visual, auditory
authority: variable, personal
social media
25. 15
“media”
Sender information or data Receiver
26. 15
“mass media”
Receiver
broadcasting
or data
ma tion
r
info
Sender information or data Receiver
info
rma
tion
or d
ata
Receiver
27. 16
social media
Participant
or data
n
rm atio
info
Participant information or data Participant
infor
mati
on o
r dat
a
Participant
28. 16
conversation
social media
Participant
or data
n
rm atio
info
Participant information or data Participant
infor
mati
on o
r dat
a
Participant
31. 19 A (somewhat incomplete) Timeline of Social Media
not to scale
USENET
1979 listserv Napster flickr
1986 1999 2004
pneumatic post
1865
SecondLife
2003
postal service
Persia, 550BC
The Palace
radio ARPANET Wikipedia
1994 twitter
1891 1969 2001
The WELL Facebook 2006
1985 Friendster 2003
2002
@ MySpace YouTube
email
Third Voice 2003 2005
1966 BBS IRC 1999
1978 1988
telephone
del.icio.us
~1890
2003
telegraph
France, 1792 MUD1
Blogger
1978
1999
CompuServe MoveOn
1969 1998 digg
epinions 2004
1999
32. 20
NOT SURE IF SOCIAL MEDIA IS COOL
OR JUST A SCAM TO GET ME TO
WRITE TWICE AS MUCH
33. 20
NOT SURE IF SOCIAL MEDIA IS COOL
OR JUST A SCAM TO GET ME TO
WRITE TWICE AS MUCH
Why Social Media?
34. 21
Reason 1:
They’re
talking about you
anyway.
36. 23
Facebook: 845M active users
Twitter: 157M active users
LinkedIn: 150M active users
Google+: 90M active users
Pintrest: 21M unique visitors
Reddit: 5.5M unique visitors
Digg: 4.6M unique visitors
http://mashable.com/2012/03/09/social-media-demographics/social-media-demographics-972/
37. 24 http://www.infosolutionsgroup.com/2010_PopCap_Social_Gaming_Research_Results.pdf
2010 Social Games Survey
Average age: 48
Average domestic
situation:
Married w/kids @ home
55. 41
Speed
Trafalgar, Spain London
17 days
1805 2.7 mph
1100 miles
Nobi, Japan 1 day London
1891 246 mph
5916 miles
Sichaun, China London
7 minutes
2008 38,250 mph*
5100 miles
*potentially 204,000 mph
84. 66
– What are we trying to accomplish?
– Why use social media?
85. 66
– What are we trying to accomplish?
– Why use social media?
– What kinds of social media will help us achieve our goals?
86. 66
– What are we trying to accomplish?
– Why use social media?
– What kinds of social media will help us achieve our goals?
– Are we prepared to let go of our brand (at least a little!) and
engage with our audiences?
87. 66
– What are we trying to accomplish?
– Why use social media?
– What kinds of social media will help us achieve our goals?
– Are we prepared to let go of our brand (at least a little!) and
engage with our audiences?
– What will we do to encourage participation in our social
media program?
88. 66
– What are we trying to accomplish?
– Why use social media?
– What kinds of social media will help us achieve our goals?
– Are we prepared to let go of our brand (at least a little!) and
engage with our audiences?
– What will we do to encourage participation in our social
media program?
– Who will maintain our social media presence?
89. 66
– What are we trying to accomplish?
– Why use social media?
– What kinds of social media will help us achieve our goals?
– Are we prepared to let go of our brand (at least a little!) and
engage with our audiences?
– What will we do to encourage participation in our social
media program?
– Who will maintain our social media presence?
– Do we have the resources?
90. 66
– What are we trying to accomplish?
– Why use social media?
– What kinds of social media will help us achieve our goals?
– Are we prepared to let go of our brand (at least a little!) and
engage with our audiences?
– What will we do to encourage participation in our social
media program?
– Who will maintain our social media presence?
– Do we have the resources?
– How does this integrate with our overall communications
strategy?
91. 66
– What are we trying to accomplish?
– Why use social media?
– What kinds of social media will help us achieve our goals?
– Are we prepared to let go of our brand (at least a little!) and
engage with our audiences?
– What will we do to encourage participation in our social
media program?
– Who will maintain our social media presence?
– Do we have the resources?
– How does this integrate with our overall communications
strategy?
– What does “success” mean? What does “failure” mean?
92. 66
– What are we trying to accomplish?
– Why use social media?
– What kinds of social media will help us achieve our goals?
– Are we prepared to let go of our brand (at least a little!) and
engage with our audiences?
– What will we do to encourage participation in our social
media program?
– Who will maintain our social media presence?
– Do we have the resources?
– How does this integrate with our overall communications
strategy?
– What does “success” mean? What does “failure” mean?
– What will we do less of if we’re spending resources on
social media?
93. 67
“Social media is the
vehicle, Not the
destination”
Erica Swallow, Mashable.com
225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
98. 69
“The odds of
even 1,000
people viewing
your video in a
month’s time are
only 3%”
Chris Wilson, Slate
225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
103. 72
Think:
Conversation vs. Publication
Engagement vs. Broadcast
104. 72
Think:
Conversation vs. Publication
Engagement vs. Broadcast
Personal vs. Impersonal
105. 72
Think:
Conversation vs. Publication
Engagement vs. Broadcast
Personal vs. Impersonal
Community vs. “Users”
106. 72
Think:
Conversation vs. Publication
Engagement vs. Broadcast
Personal vs. Impersonal
Community vs. “Users”
Accessibility vs. Hierarchy
107. 72
Think:
Conversation vs. Publication
Engagement vs. Broadcast
Personal vs. Impersonal
Community vs. “Users”
Accessibility vs. Hierarchy
Real-Time vs. Scheduled
108. 72
Think:
Conversation vs. Publication
Engagement vs. Broadcast
Personal vs. Impersonal
Community vs. “Users”
Accessibility vs. Hierarchy
Real-Time vs. Scheduled
Organic vs. Synthetic
109. 72
Think:
Conversation vs. Publication
Engagement vs. Broadcast
Personal vs. Impersonal
Community vs. “Users”
Accessibility vs. Hierarchy
Real-Time vs. Scheduled
Organic vs. Synthetic
Collaborating vs. Controlling