Social Media:  The Misunderstood Teenager? Liz Azyan Doctoral Researcher Royal Holloway, University of London Twitter: @Li...
Twilight Phenomenon Started on MySpace Back in 2005! <ul><li>Participated in online discussion groups.  </li></ul><ul><li>...
“ Other authors have pockets of fans online, but nothing to this extent.  Stephenie Meyers Twilight series is the first so...
<ul><li>The facilitation of word of mouth with technology. </li></ul><ul><li>Consumer generated content that influences pe...
 
SOCIAL MEDIA
5 Top Social Media Myths
Of course there are teenagers that would do this….
But there are also teenagers who would do this…
 
Let’s talk about engaging with citizens who are essentially government customers!
THIS IS A TEST
<ul><li>1 million </li></ul><ul><li>1 billion </li></ul><ul><li>5 billion </li></ul>Number of minutes per day spent on ?
C.  5 billion Number of minutes per day spent on ?
That’s > 3 million days, EVERY DAY
If  were a country, it would be larger than… <ul><li>Russia </li></ul><ul><li>Japan </li></ul><ul><li>Mexico </li></ul><ul...
If  were a country, it would be larger than… <ul><li>Russia </li></ul><ul><li>Japan </li></ul><ul><li>Mexico </li></ul><ul...
More than 100 million videos are viewed on every… <ul><li>Month </li></ul><ul><li>Week </li></ul><ul><li>Day </li></ul>
More than 100 million videos are viewed on every… <ul><li>Day </li></ul>
That’s 1,157  every  second
growth rate from Jun 08 - Jun 09 <ul><li>1.928% </li></ul><ul><li>19.28% </li></ul><ul><li>192.8% </li></ul><ul><li>1928% ...
growth rate from Jun 08 - Jun 09 D. 1928% %
SOCIAL MEDIA REVOLUTION
 
Source: Wordle.net Technologies can be confusing Source: Wordle.net
COMMON MISTAKE BY GOVERNMENT AGENCIES
Fear gets in the way  of innovation and customer engagement. Opportunities are seen as a threat.
<ul><li>“ Despite this fear from corporate heads, the study also found that 69% of those surveyed said they did not have a...
 
How is Social Media Changing Communication? 1. It’s changing the way we READ “ It is clear that users are not reading onli...
2. It’s changing the way we WRITE “ I’ve been an editor for 20-plus years. But Twitter… has become my mid-career editing c...
3. It’s changing the way access INFORMATION “ If the news is that important, it will find me.”   4. It’s making communicat...
 
“ Its not if you will make a mistake…. Its when and how big that mistake is and what fast you can overcome or fix it” <ul>...
A FEW BAD EGGS.……
Making it hard to get senior management buy-in and making a good business case for social media in government…
Truth is… it’s a learning curve for any new technology. People are learning the rules as it develops. Except these rules a...
BECAUSE THERE IS A SHIFT HAPPENING….
Talking about fear for security… Hey did I mention the U.S. Air Force is using social media and have already developed bes...
Impact on Politics?  Remember the  ‘ Obama’mania  during the elections?
It’s about the relationship
“ It has never been about me. It has always been about you.”
www.whitehouse.gov/the_press_office/TransparencyandOpenGovernment  Flickr: Steve Furman Government should be TRANSPARENT P...
TRUST is  personal . . . requires risk-taking . . . about relationships, not transactions . . . based on being willing to ...
Government “with” the people
. The traditional way of finding help…
. … but the world has changed
 
. Parts of the UK Government actually ‘get’ Social Media
 
Get creative… <ul><li>CllrTweeps.com </li></ul><ul><li>Consultations </li></ul>
Utilizing social media channels  <ul><li>Newcastle City Council has nearly 3000 followers with the city population of 142,...
UK Local Gov getting creative with Twitter & Facebook! <ul><li>Somerset County Council and Wakefield Council uses Twitter ...
Sharing activities to networks  Publish reviews from CitySearch to Facebook Both CitySearch and Facebook get behavior and ...
 
 
 
 
Government agencies’ unique challenges with using social media March 23, 2009
Social media enables solutions  for achieving our government’s objectives March 23, 2009 Transparency Participation Collab...
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
Hit some conferences and join online communities!!!
Subscribe to my Blog!!! ;o) http://www.lgeoresearch.com
Remember: Start small, but start now Tactics Audience Goal Revolutionary
Remember: Embrace the loss of control Photo: Kantor,  http://www.flickr.com/photos/kantor
Questions? Liz Azyan Twitter:@Liz_Azyan Blog:  http://www.lgeoresearch.com Email: liz@lgeoresearch.com
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Social Media: The Misunderstood Teenager

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  • Executives in the book industry have long understood that the Internet can help authors connect with fans, of course. Major releases are usually backed by author videos, a Web site, and interviews with influential book bloggers.But Meyer, a 34-year-old mother of three from Phoenix, went well beyond standard marketing. She engaged with online readers to answer their most detailed questions about the star-crossed lovers, Edward Cullen and Bella Swan. She put up her own Web site, in addition to the one by her publisher, Little Brown Books for Young Readers, posting her personal e-mail address and family photos.Meyer’s readers have responded by creating an entire world of Twilight on the Web. Cousins Chris McElvogue and Georgina Tena launched Twilighters.org last year to discuss the books with other readers.Inspired online marketing is key to the astounding success of Twilight, a series of vampire novels.Is Meyers a marketing guru? Maybe the book industry thinks so, I don’t. I believe she just see the benefit of social networks to be in touch with her readers and her readers respond positively to this human approach. The ability of touching millions of people is making social networking a powerful tool that relies in the fundamental principles of human nature.
  • http://flickr.com/photos/kantor/2279534438/
  • Social Media: The Misunderstood Teenager

    1. 1. Social Media: The Misunderstood Teenager? Liz Azyan Doctoral Researcher Royal Holloway, University of London Twitter: @Liz_Azyan Email: liz@lgeoresearch.com http://www.LGEOResearch.com
    2. 2. Twilight Phenomenon Started on MySpace Back in 2005! <ul><li>Participated in online discussion groups. </li></ul><ul><li>Fired-up fans have championed her books on Amazon.com (AMZN) and set up their own sites, such as Twilight Lexicon and TwilightMOMS. </li></ul><ul><li>That has helped propel sales of the series to 7.5 million books. </li></ul><ul><li>Now will be a guest on Oprah Winfrey Show! </li></ul>Social Media Success for Twilight Author, Stephanie Meyer
    3. 3. “ Other authors have pockets of fans online, but nothing to this extent. Stephenie Meyers Twilight series is the first social networking best seller.” Trevor Dayton, a vice-president at Indigo, Canada’s leading bookseller.
    4. 4. <ul><li>The facilitation of word of mouth with technology. </li></ul><ul><li>Consumer generated content that influences perceptions. </li></ul>Lessons learnt from Twilight
    5. 6. SOCIAL MEDIA
    6. 7. 5 Top Social Media Myths
    7. 8. Of course there are teenagers that would do this….
    8. 9. But there are also teenagers who would do this…
    9. 11. Let’s talk about engaging with citizens who are essentially government customers!
    10. 12. THIS IS A TEST
    11. 13. <ul><li>1 million </li></ul><ul><li>1 billion </li></ul><ul><li>5 billion </li></ul>Number of minutes per day spent on ?
    12. 14. C. 5 billion Number of minutes per day spent on ?
    13. 15. That’s > 3 million days, EVERY DAY
    14. 16. If were a country, it would be larger than… <ul><li>Russia </li></ul><ul><li>Japan </li></ul><ul><li>Mexico </li></ul><ul><li>All of the above, because in tests like these “all of the above” is always the right answer </li></ul>
    15. 17. If were a country, it would be larger than… <ul><li>Russia </li></ul><ul><li>Japan </li></ul><ul><li>Mexico </li></ul><ul><li>All of the above, because in tests like these “all of the above” is always the right answer </li></ul>
    16. 18. More than 100 million videos are viewed on every… <ul><li>Month </li></ul><ul><li>Week </li></ul><ul><li>Day </li></ul>
    17. 19. More than 100 million videos are viewed on every… <ul><li>Day </li></ul>
    18. 20. That’s 1,157 every second
    19. 21. growth rate from Jun 08 - Jun 09 <ul><li>1.928% </li></ul><ul><li>19.28% </li></ul><ul><li>192.8% </li></ul><ul><li>1928% </li></ul>
    20. 22. growth rate from Jun 08 - Jun 09 D. 1928% %
    21. 23. SOCIAL MEDIA REVOLUTION
    22. 25. Source: Wordle.net Technologies can be confusing Source: Wordle.net
    23. 26. COMMON MISTAKE BY GOVERNMENT AGENCIES
    24. 27. Fear gets in the way of innovation and customer engagement. Opportunities are seen as a threat.
    25. 28. <ul><li>“ Despite this fear from corporate heads, the study also found that 69% of those surveyed said they did not have a written social media policy in place.” </li></ul><ul><li>Of this group </li></ul><ul><li>25% said they were unsure what the policy should include </li></ul><ul><li>while 9% said it was unimportant. </li></ul>A SOCIAL MEDIA POLICY IS ALSO IMPORTANT
    26. 30. How is Social Media Changing Communication? 1. It’s changing the way we READ “ It is clear that users are not reading online in the traditional sense; indeed there are signs that new forms of ‘reading’ are emerging as users ‘power browse’ horizontally through titles, contents pages and abstracts going for quick wins. It almost seems that they go online to avoid reading in the traditional sense.” --The “Information Behaviour of the Researcher of the Future” study
    27. 31. 2. It’s changing the way we WRITE “ I’ve been an editor for 20-plus years. But Twitter… has become my mid-career editing coach.…If I were teaching journalism…I’d have students edit 500-word stories as Tweets. Not for the result, but the process. I’ve edited miles of copy in my day. Nonetheless, I find that every time I sit down to write a meaningful Tweet I hone my craft a bit more.” --Craig Stoltz, ex-Washington Post, “How Twitter Finally Taught Me to be an Editor”
    28. 32. 3. It’s changing the way access INFORMATION “ If the news is that important, it will find me.” 4. It’s making communication more EFFICIENT
    29. 34. “ Its not if you will make a mistake…. Its when and how big that mistake is and what fast you can overcome or fix it” <ul><li>Charlene Li </li></ul><ul><li>Groundswell Author </li></ul>
    30. 35. A FEW BAD EGGS.……
    31. 36. Making it hard to get senior management buy-in and making a good business case for social media in government…
    32. 37. Truth is… it’s a learning curve for any new technology. People are learning the rules as it develops. Except these rules are determined by human behaviour. Therefore we need both sceptics and enthusiasts to work together to find a winning solution.
    33. 38. BECAUSE THERE IS A SHIFT HAPPENING….
    34. 39. Talking about fear for security… Hey did I mention the U.S. Air Force is using social media and have already developed best practices? Their mission is to use current and developing Web 2.0 applications as a way to actively engage conversations between Airmen and the general public. U.S. AIR FORCE SOCIAL MEDIA HANDBOOK HTTP://WWW.AF.MIL/SHARED/MEDIA/DOCUMENT/AFD-090406-036.PDF
    35. 40. Impact on Politics? Remember the ‘ Obama’mania during the elections?
    36. 41. It’s about the relationship
    37. 42. “ It has never been about me. It has always been about you.”
    38. 43. www.whitehouse.gov/the_press_office/TransparencyandOpenGovernment Flickr: Steve Furman Government should be TRANSPARENT PARTICIPATORY COLLABORATIVE
    39. 44. TRUST is personal . . . requires risk-taking . . . about relationships, not transactions . . . based on being willing to put the other’s needs first.
    40. 45. Government “with” the people
    41. 46. . The traditional way of finding help…
    42. 47. . … but the world has changed
    43. 49. . Parts of the UK Government actually ‘get’ Social Media
    44. 51. Get creative… <ul><li>CllrTweeps.com </li></ul><ul><li>Consultations </li></ul>
    45. 52. Utilizing social media channels <ul><li>Newcastle City Council has nearly 3000 followers with the city population of 142,000. </li></ul><ul><li>Chief Executive on YouTube </li></ul><ul><li>Newcastle City Council Twitter </li></ul>This is a YouTube channel featuring CEO at Northamptonshire County Council using YouTube to brief internal council staff on organisational changes
    46. 53. UK Local Gov getting creative with Twitter & Facebook! <ul><li>Somerset County Council and Wakefield Council uses Twitter to inform parents what their children are eating at school </li></ul><ul><li>East Renfrewshire Council uses Facebook to boost its libraries and sports centres </li></ul><ul><li>School Meals </li></ul><ul><li>Libraries & Sports Centres </li></ul>
    47. 54. Sharing activities to networks Publish reviews from CitySearch to Facebook Both CitySearch and Facebook get behavior and sharing data Bring friends to CitySearch
    48. 59. Government agencies’ unique challenges with using social media March 23, 2009
    49. 60. Social media enables solutions for achieving our government’s objectives March 23, 2009 Transparency Participation Collaboration Employees & Enterprise Customers & Citizens Suppliers
    50. 70.
    51. 83. Hit some conferences and join online communities!!!
    52. 84. Subscribe to my Blog!!! ;o) http://www.lgeoresearch.com
    53. 85. Remember: Start small, but start now Tactics Audience Goal Revolutionary
    54. 86. Remember: Embrace the loss of control Photo: Kantor, http://www.flickr.com/photos/kantor
    55. 87. Questions? Liz Azyan Twitter:@Liz_Azyan Blog: http://www.lgeoresearch.com Email: liz@lgeoresearch.com

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