Family Readiness Conference, Chicago, 2011, Social Media Brief

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Download this presentation to access the notes below the slides. There are links to the policies and studies cited in the brief.

I welcome questions, comments regarding this brief, your social media concerns or social media in general.

This is a work in process, as is the way we communicate and innovate with social media.

Thank you.
Bruce Moody

Bruce.moody@osd.mil
Facebook.com/bruce.moody
Twitter.com/bruce_moody

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  • Missing from this brief is a discussion on metrics, the return on investment. The expectation that we provide data to back up our social media outreach is fully justified. More to follow on this.I welcome questions, comments regarding this brief, your social media concerns or social media in general.Bruce MoodyBruce.moody@osd.milFacebook.com/bruce.moodyTwitter.com/bruce_moodyThis is a work in progress. No pride in authorship here. Just really digging the 21st century.
  • http://www.youtube.com/watch?v=xtoY_wh8ewU&feature=relmfu
  • Many dismiss social media as a time waster. But, while much time is wasted, social media is demonstrating a power to bring about change that continues to surprise everyone.
  • Social media is not merely about change. It’s about change, uniting people to discuss, learn, innovate and take action.
  • The communication technology revolution is mostly done. Our desktops became laptops and then handhelds and touch pads. Now what we are seeing is what happens when ideas have a place to grow.
  • Fidel Castro spent years preparing Cuban revolution.Facebook propelled the Tunisia insurrection in 28 days.http://www.nytimes.com/2011/01/25/opinion/25iht-edcohen25.htmlFrom Innovation to Revolutionhttp://www.foreignaffairs.com/articles/67325/malcolm-gladwell-and-clay-shirky/from-innovation-to-revolution
  • Social media is really big; we know this.Fun with numbers:311 million in United States500 million on Facebookhttp://www.facebook.com/press/info.php?statisticsGlobally, 1 in every 13 people are on Facebook.World population 6.8BInternet pop: nearly 2BSadly, UN reports a mere 9.6% of the population is online in Africahttp://mashable.com/2010/10/19/internet-2-billion/FacebookMore than 30 billion pieces of content (web links, news stories, blog posts, notes, photo albums, etc.) shared each month. http://www.facebook.com/press/info.php?statisticsTwitterTwitter just turned five years oldThe first billion tweets took 3 years.Now we send a billion tweets every 8 dayshttp://www.ibtimes.com/articles/125300/20110322/twitter-fifth-birthday-global-influence-social-media-arab-protests-video-piers-morgan-serena-william.htm2011 Super Bowl - 4,064 Tweets per secondhttp://blog.twitter.com/2011/02/superbowl.htmlNew Year's Eve 2001 set a new Twitter record: 6,939 tweets per second senthttp://thenextweb.com/twitter/2011/01/06/new-years-eve-set-a-new-twitter-record-6939-tweets-per-second-sent/
  • AND YEThttp://en.wikipedia.org/wiki/To%C5%A1e_ProeskiToseProeski: singer, songwriter, actor"Elvis Presley of the Balkans" One of the top performers from MacedoniaDied in a car crash in 2007, age 26Macedonia pronounced a national day of mourning.Given his fame, his tragedy, and the age of his audience, why does this tribute page go so absolutely unobserved?We wonder about the Facebook pages that we create.We serve military families, there's a tremendous need, we offer tremendous services, so what gives?Why do I keep hitting the refresh key only to see that nothing has changed? what does my boss think of this?So, let's spend some time to talk about:Our audiences.How they use social media.How we can use social media to engage them.The tools, rules and techniquesThe strategies and pitfallsUpdate, since a month ago, this page has gained a second fan.
  • In the past...You build a better mouse trapThen you hire this guy.And, tell the worldYou are in charge.We are your customers.Today...You build a better mouse trapthen ask the world to help make it betterYou are still in charge.But you create and innovate with us.The 5th C of CommunitySocial CommerceArticle: http://www.briansolis.com/2010/11/the-5th-c-of-community-social-commerce/Graphic: http://www.flickr.com/photos/briansolis/5129208868/Accept the New Consumer – Digital technology – web, social, mobile, touch – is changing mainstream consumer behaviour in a fundamental way – gving rise to the new consumer – connected, empowered and smart. For this consumer, social is not a channel, it is a tool, and in the context of consumer behaviour, it is a tool for making smarter choices simpler. [The key implication for social commerce is that we should run with the change, not fight it - and base our strategy on delivering this value proposition "making smarter shopping simpler"
  • All of us? No, just some of us. The Tribe.Seth Godin speaks of tribes.It's about leading and connecting people and ideasit's something we've always wantedWe understand tribes in the traditional sense:SpiritualEthnicCommunityNow, tribes are everywhere.The internet was supposed to homogenize everyone,Instead, it has created silos of interest. Tribes.http://www.sethgodin.com/sg/What am I calling a tribe and why should I care? If you own a business or work for a business – it’s critical for you to understand tribal behavior in today’s socially connected world.Definition.com offers this definition for the word tribe: “a class or set of persons, esp. one with strong common traits or interests.” People are tribal in nature – we need to connect with other people who share our interests. Need proof? Think of a few “odd” interests and search Google for a forum or site dedicated to that interest and bringing together people who share that interest. Take a look at this unique tribe.When someone cares enough about one of her personal interests - such that she’s motivated to take action to connect with other people who share that interest – she’s exhibiting “tribal behavior”. This action could be as simple as asking a friend about a product or as complex as creating an internet forum to discuss it. Ten years ago this tribal behavior would have been severely limited as overcoming its barriers wasn’t worth the effort. Today’s social media makes it easy. In a similar way, people have a need to identify themselves with other people – regardless of action. This is tribal behavior.Why call them tribes – aren’t they just groups? No! People in groups don’t necessarily share an interest that motivates them to action or to identify themselves with the group – people in tribes do. Pick 20 people at random and you have a group of people –not a tribe.Tribes always have insiders and outsiders – a line between those who are in the tribe and those who aren’t. Often, the line isn’t formally recognized but it’s always there. Want some examples of modern day tribes?Employees, customers, sports fans, marketers, hunters, nurses, physicians, Obama supporters and Palin fans are all examples of people who belong to tribes and there’s millions more. http://www.youtube.com/watch?v=-vrKnfPNCRU
  • Tribe ManagementBrand management is so 1999.Brand management was top down, internally focused, political and money based. It involved an MBA managing the brand, the ads, the shelf space, etc. The MBA argued with product development and manufacturing to get decent stuff, and with the CFO to get more cash to spend on ads.Tribe management is a whole different way of looking at the world.It starts with permission, the understanding that the real asset most organizations can build isn't an amorphous brand but is in fact the privilege of delivering anticipated, personal and relevant messages to people who want to get them.It adds to that the fact that what people really want is the ability to connect to each other, not to companies. So the permission is used to build a tribe, to build people who want to hear from the company because it helps them connect, it helps them find each other, it gives them a story to tell and something to talk about.And of course, since this is so important, product development and manufacturing and the CFO work for the tribal manager. Everything the organization does is to feed and grow and satisfy the tribe.Instead of looking for customers for your products, you seek out products (and services) for the tribe. Jerry Garcia understood this. Do you?Who does this work for? Try record companies and bloggers, real estate agents and recruiters, book publishers and insurance companies. It works for Andrew Weil and for Rickie Lee Jones and for Rupert at the WSJ... But it also works for a small web development firm or a venture capitalist.People form tribes with or without us. The challenge is to work for the tribe and make it something even better.
  • http://www.sethgodin.com/sg/Who are you connecting to?Who are you leading?What is the change you want to make?Don’t have to be the only tribe. Impossible, anyway.Many tribes already formed for EFMP.Is this good? Does this help you?There is a lot of misleading information out there. Better to join to conversation, bring about the right kind of change.Special needs families NEED to tribe, NEED to join a movement, NEED change.You are not here to sell them something they don’t want or need.You are here to gather together the people with a common thread in their lives.You have something to sayYou have something to change, to make things betterInstead of power or cash, you can lead people by offering a tribe to joinReal change comes from small groups of true believers who get you to.Google: long tail economics
  • Depressed people's tweets get retweeted by depressed people, likewise for happy peopleSocial media users create communities by looking beyond race/gender & more toward ideas, feelings http://mbist.ro/gDcD6K<<<<<<<<<<<<<<EGOsystemWe are at the center of our online experiences, a place where everything and everyone revolves around us.We are social consumers.Who are we? Faceless trends, pictures, trends...Grouped together by characteristics of online behavior.http://www.briansolis.com/2011/02/behaviorgraphics-discovering-the-me-in-social-media/
  • http://pewresearch.org/millennials/Boomers: after World War IITheir kids: were Generation XMillennials: less about the year they were born.It's more about how they think and community and the technology they use.They are the Generation of Opposing Thumbs.Millennials don't understand there was a time that when we wanted to watch a funny video, we had to go through this guy (Bob Saggett)Study: Number of people watching mobile videos up 77% from last year http://bit.ly/f9yDeUEmail use dropped 59 percent among users aged 12-17http://www.huffingtonpost.com/2011/02/08/email-use-teens_n_820121.html
  • They struggle to understand us.We struggle to understand them.
  • http://vimeo.com/20198465http://www.roanoke.com/theedge/teenstories/wb/244098
  • http://www.strategy-business.com/article/11110?gko=64e54&cid=20110222enewsMillennials are born digital. They are Digital Natives.The first generation of “Digital Natives” – children who were born into and raised in the digital world – are coming of age, and soon our world will be reshaped in their image. Our economy, our politics, our culture and even the shape of our family life will be forever transformed.But who are these Digital Natives? How are they different from older generations – or “Digital Immigrants” – and what is the world they’re creating going to look like? In Born Digital, leading Internet and technology experts John Palfrey and Urs Gasser offer a sociological portrait of these young people who can seem, even to those merely a generation older, both extraordinarily sophisticated and strangely narrow. http://borndigitalbook.com/
  • 39% of Millennial employees won’t work at companies that block FacebookWhy? So they can goof off?Facebook is how they communicate and collaborate.SAP study, “The New Symbiosis of Professional Networks”Organizational decision-makers who have access to their social media peer groups make better and faster decisions. http://www.slideshare.net/vdimauro/the-new-symbiosis-of-professional-networks-2011-sncr-study-results
  • SAP study, “The New Symbiosis of Professional Networks”http://www.stopblocking.org/?p=143We are NOT living though a revolution in communication.That has already happened.We are living through a change in the way ideas are created developed and spread and implemented.
  • Internet users more likely to volunteer for groups80% participate in groups versus 56% of those who don't use the internetSocial networks encourage people to share content online, making it easier for them to form groups around common interestshttp://www.cnn.com/2011/TECH/social.media/01/18/internet.groups/#Internet users are not as isolated as thought in '06. With Facebook, users are interacting, increasing social ties.Use of social networking services such as Facebook in particular, are associated with more diverse social networks.http://pewresearch.org/pubs/1398/internet-mobile-phones-impact-american-social-networks
  • Mom: why are moms a key audience?As social media outgrows traditional media, women users outnumber men.http://www.ted.com/talks/lang/eng/johanna_blakley_social_media_and_the_end_of_gender.htmlMC&FP Facebook: 71 percent female, 18-44 years old (trends very closely with military facebook pages which address family readiness topics)In their search for information, social networks and 2.0 represented 75% of their activity on the Net.http://www.vanksen.com/blog/social-media-influence-women-heavily/Social media can help stressed-out and overworked motherThe first place moms will go to are other moms in order to come up with the brands or products they should be considering in their product choiceshttp://articles.timesofindia.indiatimes.com/2011-03-28/man-woman/29353452_1_moms-social-media-cell-phone
  • Marile Borden, runs Moms Who Need Winehttp://www.facebook.com/MomsWhoNeedWine?sk=wall&filter=2(Facebook is) where all of today's best content is being shared and distributed, especially in the Mom-i-verse. Moms today are checking Facebook as often—if not more often—then they are checking email. And they're more apt to take the time to read us there then in an over-crowded, spammed-out inbox.Mommy blogs in particular—have had enormous influence on our culture. They have really changed the way that we talk about motherhood. The conversations that are happening online about parenting, school, behavior, lifestyles, products, services and more have become much more real and honest. I mean, look at how brands are clamoring to be mentioned on all the hottest Mom blogs. I mean, the number of requests I get to "review this" or "mention that" are staggering.http://communities.washingtontimes.com/neighborhood/maternal-ammunition/2011/apr/12/moms-who-need-wine-oh-even-yesser/#More Moms Using Social MediaMeet the 21st Century MomAnd moms interact with their friends differently in mom-centric social environments.71 percent of BabyCenter members share information that they wouldn’t share on Facebook. To illustrate this example, Sharkey pointed to a 33-year-old mom named Summer who posed the same question to her Facebook friends circle and her mommy circle: "When do you tell your children the truth about the tooth fairy?" While her Facebook friends mocked the question, her mommy friends provided earnest, helpful answers.That dynamic is something marketers must consider when looking to reach moms in social environments, said Sharkey. “It’s really the mind-set that matters,” she said.http://www.adweek.com/aw/content_display/news/digital/e3iabcb04149132c4bdcb33f28c8b88d361Tooth Fairy Image: http://www.hawkercentral.com/sjh/wp-content/uploads/2011/04/tooth-fairy.png
  • 70% feel amount of newsavailable from different sources is overwhelmingSo, funnel news to FB wallhttp://www.pewinternet.org/Reports/2010/Online-News.aspx?r=1
  • 74.6% say Facebook is a major way in which they receive news and information http://www.npr.org/blogs/gofigure/2010/08/02/128928306/results-from-our-survey-of-npr-facebook-fans50% rely on people around them to keep them up-to-date on news.75% get news via social networking sites, 52% share links to news with others.http://www.pewinternet.org/Presentations/2010/Jun/How-Media-Consumption-Has-Changed-Since-2000.aspx
  • 50% rely on people around them to keep them up-to-date on news.52% share links to news with others.http://www.pewinternet.org/Presentations/2010/Jun/How-Media-Consumption-Has-Changed-Since-2000.aspx
  • http://www.businessesgrow.com/2010/05/11/a-voice-from-the-nashville-flood-social-media-was-a-lifeline/#
  • Tsumani Posts Flood Facebook, Dozens Per Secondhttp://www.allfacebook.com/japan-posts-hit-facebook-at-rate-of-dozens-per-second-2011-03Facebook and Twitter Helps Access Communications in Japan post-quakehttp://www.topupdatenews.com/1996/facebook-and-twitter-helps-access-communications-in-japan-post-quake.html
  • Army public affairs used social media to share info on Fort Hood shootings.“It is not surprising that so many people turned to social media first to communicate about the shootings,” said Scott Testa, a Cabrini College business professor with expertise in social media.“You have a lot of people in the military that were raised on texting and now social media,” Testa said. “They’re not watching the network news; they’re getting all their news electronically.”Testa said he saw social media help clarify conflicting reports in the hours after the shootings. Individuals on the base were able to confirm or deny reports of lockdowns and other incidents via Twitter, he said.While social media can help clear up conflicting reports, it also has the power to perpetuate false information, he said.“That’s why the government has to put out info via these channels,” he said. “You can’t let it fester if the information is wrong; you have to respond to that.” http://fcw.com/articles/2009/11/06/fort-hood-social-media.aspx
  • Aneesh Chopra, America’s first Chief Technology Adviser to the PresidentDescribes his role as a government “convener.”Under his watch the government has crowd-sourced solutions to make procurement more efficient and reduce waste.A new site called Challenge.gov rewards citizens with cash prizes for solving government problems.http://www.business2community.com/social-media/five-mega-trends-how-social-media-is-transforming-government-022718http://www.whitehouse.gov/administration/eop/ostp/about/leadershipstaff/chopra
  • http://www.forrester.com/Groundswell
  • You cannot force anything to go viral.You can only create something that is awesome, compelling and invokes an emotional response.After that, you have zero control.http://www.cc-chapman.com/2010/11/19/the-going-viral-myth/Marile Borden, Moms Who Need WineI'm a firm believer in the fact that if you provide great content, people will want to share it. And the more it's shared, the more it grows.http://www.facebook.com/MomsWhoNeedWine?sk=wall&filter=2The Flesch Reading Ease readability score formula rates text on a 100-point scale based on the average number of syllables per word and words per sentence. The higher the Flesch Reading Ease score, the easier it is to understand the document. For most standard documents, aim for a Flesch Reading Ease score of approximately 60 to 70.http://office.microsoft.com/en-us/word-help/test-your-document-s-readability-HP010148506.aspxBe Where They AreIt’s always easier to join a conversation than start one from scratch. This is especially true in social media.Whoever you want to connect with online, chances are that some of the most influential people in those groups Do you know where the people you need to reach are right now?http://www.poynter.org/how-tos/digital-strategies/e-media-tidbits/96540/in-social-media-first-be-where-they-are/Your CEO Should Participate in Social MediaSimple Q/A sessions can show your audience how up-to-date your senior management are with ongoing issues and, if they have the right kind of media training, inspire confidence and trust in their skills and abilities.When a crisis does hit, a senior manager who is used to participating in his or her company’s social media strategy will have more credibility with online stakeholders, as well as more experience in talking with the company’s online followers.http://jontusmedia.com/your-ceo-should-participate-social-media/Sites with blogs get 55% more traffic than sites without blogs — even if there are no readers!http://www.businessesgrow.com/2010/11/07/ten-reasons-to-blog-even-if-nobody-reads-it/Report: Meaningless Facebook Comments Are Cornerstone Of Useful NetworksThe portrait, comments, and updates provide constant reminders of the existence of ‘friends.’ The content is not all that important, but the effect is that we perceive our Facebook friends as closer than other acquaintances who are not on Facebook.http://www.allfacebook.com/meaningless-facebook-comments-2010-10Government can have fun with Facebook! Connected with audience by having a sense of humor on social media.City of Reno, Nevada (crooked Christmas tree)http://www.news10.net/news/local/story.aspx?storyid=109972Round Rock, Texas (puppets)http://www.facebook.com/roundrock?sk=wall#!/video/video.php?v=1158557686442SEO, that’s Search Engine Optimization is Dead, Content is Kinghttp://paidcontent.org/article/419-seo-is-dead-and-the-new-king-is-smo/Report: Barely 1 in 2000 click on Facebook Adshttp://www.adweek.com/aw/content_display/news/digital/e3i3526b9ba6837828c69064ff0f4c802bc
  •  Follow Friday is a Twitter meme in which people suggest who to follow on Twitter. It is one of the most heavily trending memes on Twitter. A typical Follow Friday tweet of ours would look like this: #ff @USNavy @US_Air_Force @USArmy @USMC @USCG Essentially, we are understood by others to have said, Here's a group of Twitter feeds we recommend you check out and follow. The managers of these feeds are now aware that we've just publically complimented and promoted them. Most will respond by at least having a look at our Twitter page. They’ll see that the work we do benefits them or that they support the work we do and is, therefore, of interest to their followers. It’s now to their benefit to promote us. They might retweet our post or mention us in their own Follow Friday post. It's a powerful way to extend our reach. There are several ways in which we can extend the potential of Follow Friday. We can align our choice of who we follow to our communication calendar. A theme during August is back-to-school, so during that time we can mention schools, organizations or people associated with heading back to school. Example: #ff @DoDEA @heidelberghs @dodea_pac @mccool_EMS We can add a brief phrase to the tweet. This would benefit people who are not be familiar with MC&FP: MC&FP directs quality education programs for military children. We salute! @DoDEA @heidelberghs @dodea_pac @mccool_EMS #ff #SOT How we have a tweet with two hashtags. A hashtag identifies a tweet as associated with a particular topic, event, organization or any desired category. The first is #ff, which people searching for Follow Friday posts will use. But, there are thousands of them, so we added another hashtag: #SOT. This stands for Support Our Troops, so posts with this hashtag will be found by people with an interest in discussions about support to our military community.
  • Tweet Around the Clock Life is busy and mostly lived through routine. We tend to wake up, head to work and take our meals at the same time and so it goes with the time we are on the Internet. Our challenge is to schedule our tweets for times when people tend to be online. Because we serve a diverse and global population, it’s good to go with the it’s-always-morning-somewhere approach and tweet around the clock. Platforms like Hootsuite allow you load up numerous tweets to post at set times. Posting around the clock can be done without people becoming annoyed by seeing the same tweet over and over. If you have a month-long campaign, Month of the Military Child for example, you are likely to have four top-tier messages. With the following matrix, a message posts every other day and at various times. Message one: cue up a tweet in Hootsuite to post on the first of the month at midnight, then on the third of the month at 2 a.m., and so on to the end of the month and around the clock. Message two: cue up a tweet for the second day of the month, then the fourth but running counter-clockwise around the clock, midnight, 10 p.m., 8 p.m. and so on. Messages three and four: use the same approach as with the first two messages but using noon, not midnight, as the starting point. For an ongoing campaign, OPSEC for example, you can spread out your schedule. Post once a week. Week one, post on a Monday at midnight. Week two on Tuesday at 2 a.m., and so on. For a one-time message, cue it up to post every three hours over a 24-hour period. Adjust these approaches according to what makes sense for the information you have and the audience you wish to engage. Tweet Across the Week Studies indicate that Friday is the busiest day on Twitter, followed by Thursday. Tuesday and Wednesday lag behind, and use of Twitter plummets over the weekend and Monday. If you have an important message to get out, Friday is your day.http://blog.hubspot.com/blog/tabid/6307/bid/5500/When-Do-Most-People-Tweet-At-the-End-of-the-Week.aspx
  • Photos generate the greatest amount of engagement.The study also points out that Fridays before noon is the best time to post. http://liesdamnedliesstatistics.com/2010/09/the-secret-to-facebook-success-post-pics-on-friday-morning.html. To obtain photos you can search http://www.defenseimagery.mil. Be sure to include full photo credit when posting. As for the caption, you are not obligated to use it, though typically, you would use the opening sentence or two, the exclude the rest if there's unnecessary detail. Finally, add a sentence or two about your program. Because the photo above is of a soldier reuniting with his child after a deployment, you could add. "Remember that deployment support to families is available through Military OneSource, http://www.militaryonesource.com." You don't need to go heavy on program information. The primary aim is an emotionally engaging photo that has a tie to our services or programs. If people view it, share it or comment about it, they'll see us, and that's enough for this tactic. This is about emotional imprinting, so if the photo has a cute kid in it, say so! Then over on Twitter, you could post "Photo of the Day: Soldier and (Really Cute) Son Reunited After Deployment," then add a link to the Facebook page after shortening the link with bit.ly or other such service.
  • http://www.youtube.com/watch?v=dG5Qk-jB0D4
  • http://www.defense.gov/webmasters/June 25, 2010 M-10-23 MEMORANDUM FOR THE HEADS OF EXECUTIVE DEPARTMENTS AND AGENCIES FROM: Peter R. Orszag Director SUBJECT: Guidance for Agency Use of Third-Party Websites and Applicationshttp://www.whitehouse.gov/sites/default/files/omb/assets/memoranda_2010/m10-23.pdf
  • DoD User Agreementhttp://socialmedia.defense.gov/about/user-agreement/DoD External Link Disclaimerhttp://www.defense.gov/landing/external_link.aspxDoD Privacy Policyhttp://www.defense.gov/landing/privacy.aspx
  • http://www.businessesgrow.com/2011/04/04/five-mega-trends-how-social-media-is-transforming-government/
  • Naval OPSEC on Facebookhttp://www.facebook.com/NavalOPSECNaval OPSEC materials, in Spanishhttp://www.youtube.com/watch?v=EAtBki0PsC0http://www.nioc-norfolk.navy.mil/
  • http://www.smh.com.au/technology/technology-news/teens-facebook-party-cancelled-as-200k-threaten-to-show-up-20110314-1btsl.html
  • Privacy is passé, if not dead. Confessional tweets, narcissistic status updates: We are the Wikileakers of our own lives http://www.wired.co.uk/magazine/archive/2011/03/features/sharing-is-a-trap?page=allDon’t Get Robbed: Burglars Use Facebook to Pick TargetsBe careful what you include in your social media updates.http://mashable.com/2010/09/11/facebook-places-burglars/
  • Social Media Gurus, Need Not Apply.We need people who are life-long learners, early adopters; we need these people to be part of the organization, aware of what is happening (and not happening).http://theonlinecitizen.com/2011/03/election-watch-part-viii-the-digital-warfare-in-electoral-battle/
  • http://www.youtube.com/watch?v=EAtBki0PsC0The Muppets: Beaker’s Ballad (Dust in the Wind)Social media is still new. Everyone will make mistakes. People will react immediately, often in harsh, uncaring ways. Don’t be rattled. Own it and move on. Take a moment to review your mission, message, goals and audience. The continue forward.
  • http://latimesblogs.latimes.com/gossip/2011/03/gilbert-gottfried-fired-aflac-tsunami-jokes.htmlThe difference between a mistake and a FAIL is decided by the tribe. Generally, you need to offend, alienate or simply misunderstand your tribe to fail. Recovering from a mistake is about picking yourself up and moving forward, with an eye on your mission and audience. Recovering from a fail requires the time and effort of rebuilding trust. Not easy but possible (Michael Vik).
  • http://www.huffingtonpost.com/2011/03/14/gilbert-gottfried-fired-aflac_n_835692.htmlTHINGS NOT TO DOFacebook Backlash Inundates Food Magazine Over Content Thefthttp://www.allfacebook.com/facebook-cooks-source-2010-11?utm_source=twitterfeed&utm_medium=twitter&utm_campaign=Feed%3A+allfacebook+%28Facebook+Blog%29&utm_content=Twitter
  • METRICS74% of CMOs predict they will finally tie social efforts to hard ROI this year.In 2009, 84% of companies did not measure social media ROI — in 2011, that’s not an option.For the past few years, marketers have been content to measure “soft” metrics, such as the number of “Likes” or followers their brands have acquired. These numbers, though, are usually not indicators of an active community.Marketers are now turning to more traditional metrics that showcase true value.When asked which social activities resulted in the highest ROI, survey respondents identified Facebook as their platform of choice. http://mashable.com/2011/02/08/social-media-roi-2/AWARENESS > ACCEPTANCE > ACTION
  • Family Readiness Conference, Chicago, 2011, Social Media Brief

    1. 1. Bruce Moody<br />Bruce.moody@osd.mil<br />Facebook.com/bruce.moody<br />Twitter.com/bruce_moody<br />
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    8. 8. Just One?<br />Two?<br />
    9. 9. It’s better!<br />
    10. 10. The internet was supposed to homogenize everyone.<br />Instead, it has created silos of interest. Tribes.<br />Seth Godin<br />
    11. 11.
    12. 12. Tell a Story<br />Connect a Tribe<br />Make a Change<br />I hope Bruce ties EFMP to my model<br />Lead a Movement<br />
    13. 13.
    14. 14. Meet the Millennials<br />
    15. 15.
    16. 16. 48%<br />check Facebook right when they wake up<br />42%<br />leave their phones on or near their beds<br />when they go to sleep<br />"Nothing really seems to bother them about their dependence on the technology."<br />Scott Campbell, Assistant Professor of Communication Studies, University of Michigan<br />42%<br />if a friend texts them in the night<br />they want to wake up and answer it<br />
    17. 17. Generation C<br />Connected<br />Communicating<br />Content-centric<br />Computerized<br />Community-oriented<br />Always clicking<br />
    18. 18. 39% of Millennial employees won’t work at companies that block Facebook<br />SAP Study: Access to their social media results in better and faster decisions<br />
    19. 19. Millennials visit social networks once or more per day, where they…<br /><ul><li> Access thought leadership and information unavailable inside the walls of the company
    20. 20. Showcase the company
    21. 21. Increase the speed of collaboration
    22. 22. Research business decisions</li></li></ul><li>
    23. 23. 79 % of moms with children younger than 18 actively use social media<br />55% of moms bought a product because they saw it on a blog<br />40% of moms bought a product because they saw it on Facebook<br />
    24. 24.
    25. 25. 70% feel amount of news available from different sources is overwhelming…<br />Get me outta here.<br />
    26. 26. 74.6% say Facebook is a major way in which they receive news and information<br />Ahhhh, better.<br />
    27. 27. 74.6% say Facebook is a major way in which they receive news and information<br />Ahhhh, better.<br />
    28. 28. “The most relevant and up-to-date information came from blogs, Twitter and Facebook.<br />44,000 Nashvillians were without power.<br />The only way I was able to receive critical information about the severe weather advisories and the growing flood problem was through Twitter and Facebook on my phone.”<br />Laura Click of Nashville<br />
    29. 29.
    30. 30. The Army’s public affairs staff at Fort Hood used Facebook to publish a note saying the media relations office is inundated with requests and is answering queries as quickly as possible.<br />
    31. 31. "The opportunity of social media and government is not economic or technological. It’s emotional.”<br />Aneesh Chopra, United States Chief Technology Officer<br />
    32. 32. Creators<br />The Social Technographics Ladder classifies people according to how they use social technologies.<br />Conversationalists<br />Critics<br />Collectors<br />Joiners<br />Spectators<br />Inactives<br />
    33. 33. Creators<br />The Social Technographics Ladder<br />Conversationalists<br />Inactives neither create nor consume social media of any kind.<br />Critics<br />Collectors<br />Joiners<br />Spectators<br />Inactives<br />
    34. 34. Creators<br />The Social Technographics Ladder<br />Conversationalists<br />Spectators consume social media blogs, user-generated video, podcasts, forums or reviews.<br />Critics<br />Collectors<br />Joiners<br />Spectators<br />Inactives<br />
    35. 35. Creators<br />The Social Technographics Ladder<br />Conversationalists<br />Collectors organize content for themselves using RSS feeds, tags and voting sites like Digg.com.<br />Critics<br />Collectors<br />Joiners<br />Spectators<br />Inactives<br />
    36. 36. Creators<br />The Social Technographics Ladder<br />Conversationalists<br />Critics respond to content from others. They post reviews, comment on blogs and participate in forums.<br />Critics<br />Collectors<br />Joiners<br />Spectators<br />Inactives<br />
    37. 37. Creators<br />The Social Technographics Ladder<br />Conversationalists<br />Conversationalists voice their opinions to individuals, business and organizations using Facebook, Twitter and other social media.<br />Critics<br />Collectors<br />Joiners<br />Spectators<br />Inactives<br />
    38. 38. Creators<br />The Social Technographics Ladder<br />Conversationalists<br />Creators make the social content consumed by others. They write blogs or upload video, music or text.<br />Critics<br />Collectors<br />Joiners<br />Spectators<br />Inactives<br />
    39. 39. Nobody clicks on those ads.<br />Content is King<br />Get your boss on<br />Facebook and<br />Twitter and<br />YouTube and<br />Blogs<br />Meaningless comments are good.<br />Be where they are.<br />(I’ll explain.)<br />You can not force anything to go viral.<br />Let your writing be readable.<br />Have a sense<br />of humor.<br />
    40. 40. Follow Friday<br />What do I follow?<br />That means nothing to me!<br />Wha?<br />I don’t get it.<br />
    41. 41. Follow Friday<br />Yea, I’ll follow this!<br />This, I understand.<br />Cool!<br />Got it!<br />
    42. 42. Tweeting Around the Clock<br />Good morning, sunshine.<br />What’s for dinner?<br />Good night.<br />zzzzzz…<br />
    43. 43. Photo Friday<br />
    44. 44. Is it safe?<br />…to use social media?<br />
    45. 45. "...agencies may use third-party websites and applications to engage openly with the public."<br />
    46. 46.
    47. 47. COMMENTS BY OTHERS ARE NOT ENDORSED<br />The Department of Defense does not necessarily endorse, support, sanction, encourage, verify or agree with the comments, opinions, or statements posted on the website.<br />
    48. 48. COMMENTS BY OTHERS ARE NOT ENDORSED<br />pathetic<br />Ah, I love freedom of speech.<br />Talk is cheap their actions show something ugly<br />Hypocrites....<br />you dont give a rats tail about our troops you just use them for your own sick gain<br />Excuse me while I throw up.<br />I wouldn't join forces with anything that has to do with this current administration.<br />WORDS ARE NOT ENOUGH !!!<br />military intelligence genius breeding program you can find weapons of mass ecology instruction augmented reality now.<br />I think it's a slap in the face. Be so loving, so caring, when just a few days ago....SORRY NO PAYCHECKS, DEAL WITH IT...<br />publicity gimmick<br />
    49. 49. "This is a terrible time to be a control freak."<br />Secretary of State Hillary Clinton<br />
    50. 50.
    51. 51. Naval OPSEC Video<br />
    52. 52. Teen's Facebook party cancelled<br />when 200k threaten to show up<br />Where’s the bathroom?<br />Surprise!<br />
    53. 53. Confessional Tweets<br />Narcissistic Status Updates<br />Privacy is passé, if not dead.<br />We are the Wikileakers of our own lives. <br />
    54. 54. “The Singapore government, as a whole, is not averse to using new media. <br />But we’re not completely sure how to use it yet.”<br />Goh Yam Song, Deputy Director<br />Emergency Preparedness, Singapore<br />
    55. 55. The Muppets: Beaker’s Ballad (Dust in the Wind)<br />
    56. 56. FAIL<br />HOW TO<br />Who was Gilbert Gottfried?<br />Wow, he blew it.<br />Man, that was offensive!<br />NOT funny!<br />
    57. 57. "Gilbert's recent comments about the crisis in Japan were lacking in humor and certainly do not represent the thoughts and feelings<br />of anyone at Aflac," the company, which does<br />75% of its business<br />in Japan, said in a<br />statement.<br />
    58. 58. Bruce Moody<br />Bruce.moody@osd.mil<br />Facebook.com/bruce.moody<br />Twitter.com/bruce_moody<br />

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