Leveraging Social Media and Internet Technology

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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)

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 FlickrKids holding conversations without talking (Jacqueline only speaks to three people using her phone; mom, dad, Kayla who only has land line)

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

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?Allows groups to form quickly and coordinate (Iran protests, election fraud, Tibetan monks) – it’s the formation of the 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.

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.

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.

Favorites, Groups & Events

Leveraging Social Media and Internet Technology - Presentation Transcript

How ISA Sections CanLeverageSocial Media and Internet Technology
by Jon DiPietro
Bridge-Soft, LLC
Boston Section
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
The math behind going viral
From Small World networks to a Tipping Point
The Long Tail of Social Media
Retail
Blogs
Advertising
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
Advocacy
Customer Service
Recruitment
Public Relations
Be
Authentic,
Relentless and
Everywhere
Are you making conversations easier or harder?
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:
$15
One year of web hosting:
$57
Web CMS software:
$0
Email newsletter service:
$0
Being “master of your domain”:
Priceless
Sound too good to be true?
Freemium
Time for…
…some direction
Domain Registration
Domain Registration
Web Hosting
Operating System
App Specialization
Promotions
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:
yoursection.org
Google Apps
LinkedIn
Vertical Response
Blogs
We’re talkingtechno-DIY…