Social Is Mobile Is Social
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Social Is Mobile Is Social



Presented to the Department of Labor's Region One LMI workshop in June, 2012. It discusses the role of social media and mobility in being relevant.

Presented to the Department of Labor's Region One LMI workshop in June, 2012. It discusses the role of social media and mobility in being relevant.



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  • This conference is about being relevant. Relevant is as relevant does. If you want to be relevant, behave in ways that are relevant. The days of “If you build it they will come” have been replaced by “If you build it they will yawn.”There are many examples of individuals, businesses and organizations who are important but struggling to be relevant. Exhibit A is the newspaper industry. Few believe we’d be better off without a strong, traditional, hard-nosed newspaper industry but they are caught in a relevancy death grip by the Internet.
  • Information means taking data and wrapping it around a message. That message needs to be delivered in a way that will make it to the eyes and ears of your audience.If a podcast is published on iTunes and nobody downloads it, does it make a sound?
  • Power is shifting from owners to users.Ultimate form of pure democratization – everyone has unlimited choices and a voice.
  • In 1965, Intel co-founder Gordon Moore predicted that the number of transistors on a chip would double every two years.He predicted this would continue for at least 10 years and looks to continue for at least another 5.Result – cost of storage and bandwidth approaching zero.Enables YouTube, Flickr, Twitter, FacebookYouTube – 864,000 hours of video are uploaded every dayTwitter – over 500M registered users and more than 175M tweets per dayFacebook – 850M users spend over 4.7 billion minutes per dayFebruary 2012 LinkedIn had 135 million users
  • Massive increases in computing power, storage and bandwidth enabled Web 2.0.Shirky – “It’s as if when you bought a book, they threw in the printing press for free.”We’re all producers and consumers now.
  • In a pure democracy, we must gain peoples’ trust.Trust is replacing credibility – credibility can be bought, trust must be earned.
  • Wired magazine’s “The Web is Dead, Long Live the Internet” articlePure HTTP (web) traffic smaller and smaller proportion of totalReplaced by apps and APIs“walled gardens”Result – search engines less influentialSEM – old currency = links, new currency = people
  • Social media is organizing and curating the Web.
  • Dopamine is a chemical released in the brain that helps form memories and facilitate learning. It’s secreted whenever we observe a difference between an observed and predicted outcome. The bigger the difference, the more dopamine and the more pleasurable the experience. Major factor behind the reward systems found in video games. Checking status updates on social networks produce the same dopamine responses.
  • Mobile penetration is steadily increasing. Usage is not replacing desktop – we’re multitasking and checking the phone during TV commercials, waiting in line, etc..
  • Most data on the web is highly structured, assuming visitors will start at the home page and drill down to the information they are looking for. People are searching out information less and less. And when they do, search engines relying more and more on social graphs. Remember: If you build it, they will yawn.
  • People are turning to trusted curators who take data and add context and meaning. They take it in through channels where they spend their time. Looking for dopamine.
  • Organizations and institutions evolved as a way to organize people and disseminate information, either from a top-down or spoke and wheel configuration.
  • In his book “The Tipping Point” Malcolm Gladwell investigated the ways in which messages went viral. One observation he made was that they don’t go viral from person to person but from group to group. Don’t think of the web as an ocean of humanity but a series of interconnected groups.
  • Content consumption used to be by appointment. Our schedules were made around radio and television broadcast times. We set aside specific times of the day to read the newspaper.
  • Organization has been replaced by coordination. Now, DVRs and iTunes let us consume content where and when we want.
  • The first and most egregious mistake I see people make in social media is that jump into employing social media tactics without a strategy. This means understanding how the entire web presence will be used in pursuit of the ultimate goal; getting your message out. The website, search engine optimization and social media strategies must all be aligned and compliment one another before tactics can be considered.
  • Let’s assume for one moment that all of your social media efforts are fabulously successful. You build a large, passionate, loyal, engaged audience who wait breathlessly for your next Tweet. The quickest way to waste all of that good work is to herd cats – which is to say that you are not sending people to landing pages with compelling calls to action. It’s the equivalent of rounding up a whole bunch of people on the street and shoving them down a dead end street. If you’re going to bother spending any resources on social media, make sure that your website is optimized to make the most of those visitors so they can be converted to opportunities.
  • There is a commonly used business theorem that says, “Ideas are easy, execution is hard.” Entrepreneurs frequently overestimate the value of their ideas and underestimate the importance of execution (to their detriment). But there’s a corollary to that theorem from none other than Mike Tyson, which is a personal favorite of mine that goes, “Everyone has a plan 'till they get punched in the mouth.” And so it is with social media: The most carefully crafted and well-thought out strategies will only get you so far without solid tactics and good execution. My keys for social media execution are summed up in my acronym “BARE” that stands for Be Authentic, Relentless and Everywhere. Authentic means engaging people in a way that is honest and generous. Relentless means being consistent in your use of social media and not giving up because you had a bad day or aren’t seeing results as quickly as you’d hoped. And everywhere simply means using as many different social media channels as possible. No single social media venue has 100% market share, so the more of them you use better the chances of your success.
  • There is an old maxim in journalism that advises, “If you don’t have a story to tell, write one.” That applies very well to social media and especially to this audience.As an engineer, I was guilty of boring writing, and most engineering and scientific stuff I read is much the same. It is attributable to left brain thinking, which processes information sequentially, one detail after another. We feel the need to provide information in a linear, start to finish, beginning to end fashion where each fact or detail logically builds on its predecessor. There are two problems with this approach. One, it’s boring! Two, the reader may not last long enough to get to the good stuff because you haven’t given them a reason to be interested. Your content must be remarkable.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 Robert 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. 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 control valve PID loop can perform better. The accomplishment of achieving a software certification. The friendships that are formed at your non-profit group’s meetings.It’s not about turning facts into fiction – it’s about presenting facts in a particular order that creates curiosity and then meets expectations.
  • My final bit of advice is to learn the basics of visual design and don’t create ugly stuff. I always thought that people were either born with a natural artistic ability that allowed them to create visually appealing content or else they became engineers. But as I began reading books about how to create great presentations, I was steered toward books about visual design and I learned there are rules! There are some basic principals and best practices that can be learned and followed that can help anyone create better looking graphics.
  • Responsive web design means accounting for a wide range of devices and viewing resolutions. The vast majority of web sites are utterly unusable on a smartphone. Mobile browsing is expected to surpass desktop browsing around 2014. One great way to become irrelevant is to ignore this trend.

Social Is Mobile Is Social Social Is Mobile Is Social Presentation Transcript

  • Social Is Mobile Is Social Evolving LMI: Being Relevant in the Age of Green & High Tech Jobs June 27, Boston, MA by Jon DiPietro
  • Contact and Follow UpEmail jon@careergravity.comWeb careergravity.comTwitter @JonDiPietroLinkedIn Social Media for Engineers and Scientists
  • Relevance? View slide
  • InformationData + Message View slide
  • Presentation Topics Background: Power Shift 3 Implications for LMI What to do?
  • Power Shift
  • PowerShift Democratization
  • PowerShift Web 2.0
  • PowerShift Trust
  • SearchEvolution The Web is Dead?
  • Social Reach The Web’s Nervous System
  • MobileEvolution Portable Dopamine Generators
  • Mobile 630 million worldwideEvolution 53% smartphones 88% check email daily Minutes per Day 100 80 Web 60 Mobile 40 Jun-10 Dec-10 Jun-11 Dec-11 Portable Dopamine Generators
  • Implications
  • Implication 1 Structured becomes curated.
  • Implication 1 Structured becomes curated.
  • Implication 2 Hierarchical becomes point-to-point.
  • Implication 2 Hierarchical becomes point-to-point.
  • Implication 3 Synchronous becomes asynchronous.
  • Implication 3 Synchronous becomes asynchronous.
  • What to Do?
  • EmbraceSocial Media,Don’t Dabble Do or do not. There is no try.
  • 1. “Tactics without strategy is the noise before defeat”Art of War by nbarreto on Flickr
  • 2. Don’t herd catsDead End by monstersweare on Flickr
  • 3. “Strategy without tactics is the slowest route to victory”Art of War by nbarreto on Flickr
  • 4. Don’t be boringBored… by Saxsbiker on Flickr
  • 5. Don’t be repulsive
  • 6. Be responsive
  • Thank