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Leveraging Social Media and Internet Technology

Leveraging Social Media and Internet Technology



How local ISA Sections (or any nonprofit) can leverage the latest Internet technologies for (mostly) free and (relatively) easy solutions to web site management, collaboration, and outreach.

How local ISA Sections (or any nonprofit) can leverage the latest Internet technologies for (mostly) free and (relatively) easy solutions to web site management, collaboration, and outreach.



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  • Tools that allow consumers to be publishers (it’s as if when you bought a book they threw in the printing press for free, Clay Shirky)Social media is about conversations“Social media is like teen sex. Everyone wants to do it. Nobody knows how. When it’s finally over there is surprise it’s not better.” (AvinashKaushik, Google Analytics Evangelist)
  • Facebook = peer pressure on steroids – hundreds, thousands of friendsKids holding conversations without talking (Jacqueline only speaks to three people using her phone; mom, dad, Kayla who only has land line)Tools that allow fast, easy, inexpensive consumption and publication simultaneously of information at large scales.Mistake to focus on technology. It’s the use of the technology.3 out of 4 Americans use social media (Forrester 2008)13 hours of video uploaded to YouTube every minuteAverage of 15 million Tweets every day (with 1382% growth from Jan to Feb 2009)Facebook would be 5th largest country in the world (China, India, US, Indonesia) with over 200 million users spending 5 billion minutes per day3.6 billion photos on FlickrWhy should you care?Five years from now, you will be interviewing Amanda and her friends for engineering internships. Who will do the best at stemming “brain drain?”Ten years from now, Jacqueline will be voting, consuming, working, and volunteering. Will she be reading your magazine or watching your TV commercials?
  • 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 used a fax machine or not had cell phones.What’s important isn’t the technology – it’s the networks
  • Bill Hurley’s alarm approach (90% of alarms from 3% of pumps) requires prioritization because of limited resources.What if costs were so low you didn’t have to prioritize?What if you had effectively infinite personnel resources?Prices always fall to their marginal cost. Question: how much does it cost to flip a few hundred bits on a magnetic disk? Allows groups to form quickly and coordinate (Iran protests, election fraud, Tibetan monks) – it’s the formation of the networks.Organization has been replaced by coordination. What’s the transaction cost of entering a name in a database and clicking a couple of check boxes? What does it really cost to bestow someone the title of “ISA Member?”Give away abundance, sell scarcity. Chris Anderson’s tells story about Wired magazine. Received message from IT telling everyone to delete unnecessary files. He realized storage allocation was less than his iPhone. Asked what it would cost to expand storage x1000 times - $500.
  • Social networking is not one giant network, they are interconnected small networksConcentrate on the “connectors”MalcomGladwell’s “Tipping Point” brilliantly dissects how messages move between small networks.
  • Red line is linear (x=y), not flat.Cost per clickCost per readerCost per column inch are all linear.Illustrate: Small world network using birthday analogy.
  • Public Service of NH – electrical utility for majority of NH
  • Dec 2008 ice storm:2” of freezing rain400,000 outages accounting for 55% of NH
  • 780+ utility poles13,600+ fuses1,300+ transformers
  • Handled 408,000 customer callsStrung 105 miles of cable99.9% restored after 13 days (still leaves over 300 customers)
  • Interesting note is what happened after outage was over – followers kept increasing
  • In late June, PSNH held public relations event for delivery of new transformerTwo reporters showed up; one of which was journalism studentNews outlets picked up story on Twitter and included Flickr photos in two front page news stories
  • Rules:Listen, engage, measure
  • Guy Kawasaki is a managing director of Garage Technology Ventures, an early-stage venture capital firm and a columnist for Entrepreneur Magazine. Previously, he was an Apple Fellow at Apple Computer, Inc. Guy is the author of nine books including Reality Check, The Art of the Start, Rules for Revolutionaries, How to Drive Your Competition Crazy, Selling the Dream, and The Macintosh Way. He has a BA from Stanford University and an MBA from UCLA as well as an honorary doctorate from Babson College.0 business plans0 venture capitalists7.5 weeks$4,500 software development$4,824.14 legal costs$399 Logoworks$1,115.05 domain registrations(55)$0 marketingI learned four lessons launching Truemors:There’s really no such thing as bad PR.$12,000 goes a very long way these days.You can work with a team that is thousands of miles away. Life is good for entrepreneurs these days.Point: Internet technology has matured to the point where an entire web-based company can be created for $12k. Guy is not a “technology guy”. He has things you don’t (e.g. 130,000+ Twitter followers), but your goals aren’t as lofty.
  • GoDaddy:Dot coms - $9.99 / yearDot orgs - $14.99 / yearDot nets - $8.99 / yearHosting packages: from $4 to $8 per monthPoint: Not just inexpensive, but easier than ever to self-serve. You can do this! Use SM as help.
  • Never been easier, never been cheaper.Doesn’t mean it’s ALL free and easy, though.Knowledge is power. If you know the right questions to ask, you can find experts, get help, not get ripped off.
  • No such thing as a free lunch, right?Why is there so much free stuff?Is there a catch?
  • Basic services are offered for free, while premium is charged for advanced features.Basic services often ad-supported and up-selling is prominent.Examples:LinkedInSkypeFlickrWordPressAVG
  • First step – register your section domain.Gives you flexibility and options for controlling web hosting, email, Google Apps, etc…Also HUGE SEO benefit.
  • Web hosting can be anywhere – does not need to be with your domain registrar.Inexpensive and lots of instant, “one click” options.Choose based on requirements. Example: Going to use GE CIMPLICITY just because you’re using Durus PLCs?
  • “Instant web site – just add water”BenefitsPower to the people (not coders and webmasters)!FREEPowerful, flexible, scalableCommon characteristicsTemplate or skin-drivenGroup-based security and membershipEasily modified contentWeb standards upgradesThird party extensions
  • Microsoft-based (Windows/.NET hosting, SQL Server)Extremely powerful, huge third party communityNot much in the way of free stuffLong learning curve
  • LAMP (Linux,Apache,MySQL,PHP)Blog-focused, but not exclusivelyIncredible availability of themes and add-onsRelatively short learning curve
  • LAMP
  • Up to 50 user accounts7GB storageShared contactsGroupsAccess via web and/or Outlook
  • Free for non-profitsComply with CAN-SPAM Act (unscubscribe, street address, reason)Don’t risk blacklisting your own SMTP serverAdvanced analytics (read counts, click throughs)Attractive HTML emails
  • Professional branding and networkingGroups: ISA Leaders Automation ISA Automation Sales & Marketing Group ISA – International Society of Automation SCADA & HMIQuestions and answers
  • BlogsRSS subscriptionsTwitterISA Leaders
  • Use social networks – LinkedIn, Twitter
  • Check out other Sections, non-profits
  • You’re doing it nowTweetups
  • Be a “heretic.”Technology changes, so keep an ear to the groundKeep challenging the status quo
  • You don’t need to be a plumber to replace a faucet, but you may not want to install a new sink.Find your comfort zone, ask for help outside of it.Don’t get bamboozled.

Leveraging Social Media and Internet Technology Leveraging Social Media and Internet Technology Presentation Transcript

  • How ISA Sections CanLeverageSocial Media and Internet Technology
    by Jon DiPietro
    Bridge-Soft, LLC
    Boston Section
  • Can you fix the title?
    Social Media?
  • What is Social Media?
    Courtesy of Dave Grayhttp://www.flickr.com/photos/davegray/153025183/
  • How does Social Media work?

  • These tools don’t get socially interesting until they get technologically boring.”
  • Low transaction costs
  • From Small World networks to a Tipping Point
  • The math behind going viral
  • The Long Tail of Social Media
    “We sold more books today that didn't sell at all yesterday
    than we sold today of all the books that did sell yesterday.”
  • Case Study
  • Dec 2008 Ice Storm:
    2” of freezing rain
    400,000 outages
    55% of NH
  • 780+ utility poles
    13,600+ fuses
    1,300+ transformers
  • 408,000 calls
    105 miles of cable
    13 days
  • @psnh
  • Courtesy of Hubspot’s Twitter grader (twitter.grader.com)
  • Public Relations
  • Collaboration
    Customer Service
    Public Relations
  • Be
    Relentless and
  • Are you making conversations easier or harder?
  • ISA’s Future???
    Sell scarcity, give away abundance
    Build and armyfrom the “Long Tail”
    Switch from filter/publish to publish/filter
    Be respectful inour marketing
  • Social ???????? And Its Effect on Water & Wastewater Industries
  • Social Networks And Its Effect on Water & Wastewater Industries
  • Intermission…
  • Guy Kawasaki
    “How I built a Web 2.0, User-Generated Content, Citizen Journalism, Long-Tail, Social Media Site for $12,107.09”
  • Domain registration:
    One year of web hosting:
    Web CMS software:
    Email newsletter service:
    Being “master of your domain”:
  • Sound too good to be true?
  • Freemium
  • Time for…
    …some direction
  • Domain Registration
  • Domain Registration
  • Web Hosting
    Operating System
    App Specialization
  • Web Hosting
  • What is CMS?
  • What is CMS?
  • What is CMS?
  • What is CMS?
  • What is CMS?
  • Email
  • E-Newsletters
  • Collaboration
  • Collaboration
  • Outreach
  • Networking
  • Communication
  • Automation
  • Want more ideas?
  • Stay up to date…
  • Ask questions…
  • Spy…
  • Network…
  • Just don’t do this…
  • A few suggestions:
    Google Apps or Huddle
    Vertical Response
  • We’re talkingtechno-DIY…
  • go forth and innovate, please!
    Jon DiPietro