Mark Farmer - Switching Gears Adapting To Technology Changes

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The biggest challenge to social media isn’t technology – it’s getting your organization to embrace change, get over their fear and hesitation, and try something new. But where do you find a lever big enough to move that kind of mountain? And what if you’re not even sure how to get started yourself? This workshop explores the fears and frustrations individuals face with social media, and will provide strategies for helping your organization make the changes it needs to start down that road. Topics include:

- How organizations change and how to find your organization’s ‘change complexion’
- Shifting the frame of reference for fun & profit
- Barriers and how to leap them
- Finding the right language to make change friendly
- Baby steps: how to make big change one small step at a time
- Information & resources to arm yourself with

Published in: Education, Technology
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Mark Farmer - Switching Gears Adapting To Technology Changes

  1. 1. Switching Gears Adapting to technology change
  2. 2. Who this presentation is for <ul><li>Those of you planning to implement social media in your organization </li></ul><ul><li>Those of you trying to implement social media in your organization, but who are facing roadblocks </li></ul><ul><li>Decision-makers who are trying to come to terms with the change social media will bring to their organizations </li></ul>
  3. 3. What you’re going to learn <ul><li>The lessons I wish I knew years ago, going into all this </li></ul><ul><li>How to implement social media in a hostile or challenging environment, i.e.. where you are now: </li></ul><ul><ul><li>How organizations change </li></ul></ul><ul><ul><li>Resistance to change: the psychology behind it </li></ul></ul><ul><ul><li>Gatekeepers: what do if you’re facing one / what to do if you are one </li></ul></ul><ul><ul><li>How to fight back: strategies that have worked for me </li></ul></ul><ul><ul><li>Profiles in resistance </li></ul></ul><ul><ul><li>Case studies </li></ul></ul><ul><ul><li>Lessons learned </li></ul></ul><ul><ul><li>Resources you can use </li></ul></ul>
  4. 4. A Brief History of Me <ul><li>1995 – Started in communications </li></ul><ul><li>2001: Founded webness.biz, a web design & electronic communications firm </li></ul><ul><li>2003 - 2008: Webmaster / Creative Director at Earth Day Canada </li></ul><ul><li>2008 - Present: Communications Specialist at the Association of Canadian Advertisers </li></ul><ul><li>2009: started webheresies.com </li></ul>
  5. 5. More me <ul><li>Humber College </li></ul><ul><li>Society for New Communications Research </li></ul><ul><li>Social Media Club </li></ul>
  6. 6. How to contact me <ul><li>Blog: webheresies.com </li></ul><ul><li>Website: webness.biz </li></ul><ul><li>Twitter: twitter.com/markus64 </li></ul><ul><li>E-mail: markfarmer@webness.biz </li></ul>
  7. 7. I see two kinds of guru… ALL THE TIME.
  8. 8. Gurus: a field guide vs
  9. 9. Not for you vs
  10. 10. The psychology of change <ul><li>What’s it all about? </li></ul><ul><ul><li>Not about smooth sailing </li></ul></ul>
  11. 11. The psychology of change <ul><li>What’s it all about? </li></ul><ul><ul><li>It’s about message / communication </li></ul></ul><ul><ul><ul><li>Identify a strategic goal / tactical goal </li></ul></ul></ul><ul><ul><ul><li>Craft a message </li></ul></ul></ul><ul><ul><ul><li>Identify key influencers </li></ul></ul></ul><ul><ul><ul><li>Develop the action items necessary to influence them. </li></ul></ul></ul>
  12. 12. The point <ul><li>Past a certain point, all business is communication </li></ul><ul><li>Past a certain point, all communication is psychology </li></ul>
  13. 13. Your change complexion <ul><li>Change models: </li></ul><ul><ul><li>Consultative </li></ul></ul><ul><ul><li>Consensual </li></ul></ul><ul><ul><li>Authoritative </li></ul></ul>
  14. 14. Before you do this...
  15. 15. Documentation?
  16. 16. Resistance <ul><li>Many different kinds: </li></ul><ul><ul><li>Fear </li></ul></ul><ul><ul><li>Feeling threatened </li></ul></ul><ul><ul><li>Uncertainty </li></ul></ul>
  17. 17. Gatekeeper <ul><li>Gatekeeper profile </li></ul><ul><li>A message from the boys & girls in the trenches: you don’t need to understand </li></ul>
  18. 18. You don’t actually need to know how it works
  19. 19. Gatekeeper <ul><li>A message to the boys & girls in the trenches: it’s your responsibility to make the gatekeepers understand (as much as is reasonably possible) </li></ul>
  20. 20. Demographics <ul><li>Pre-1945 </li></ul><ul><li>1945-1965 </li></ul><ul><li>1965-1985 </li></ul><ul><li>1985-2005 </li></ul><ul><li>2005-? </li></ul>
  21. 21. Flavours of resistance, Part I: 2001
  22. 22. Flavours of resistance, Part II: Privacy
  23. 23. Case Studies <ul><li>Where to find them: </li></ul><ul><ul><li>Society for New Communications Research: sncr.org </li></ul></ul><ul><ul><li>ACA Blog: http://acaweb.ca/Publications/directions/articles </li></ul></ul><ul><ul><li>Six Pixels of Separation: http://www.twistimage.com/blog </li></ul></ul>
  24. 24. Case Study I – Blogging at the ACA
  25. 25. Case Study I – Blogging at the ACA
  26. 26. Case Study I – Blogging at the ACA <ul><li>Lesson #1: shift the frame of reference </li></ul><ul><li>Lesson #2: mind your language </li></ul>
  27. 27. Case Study II: twitter <ul><li>Lesson #3: just do it </li></ul><ul><li>Lesson #4: don’t over-think low-hanging fruit </li></ul>
  28. 28. Anti-case Study: facebook <ul><li>Lesson #5: don’t believe the hype </li></ul>
  29. 29. Damn you, Sockington <ul><li>Me: 52 followers </li></ul><ul><li>Sockington: 557,667 followers </li></ul><ul><li>Typical Mark Farmer tweet: </li></ul><ul><ul><li>“ Google says it's good for journalism - Forbes's CEO calls its business model &quot;parasitic.&quot; You decide: http://bit.ly/JG1ma ” </li></ul></ul><ul><li>Typical Sockington tweet: </li></ul><ul><ul><li>“ WHERE IS FATTY WHERE IS FATTY WHERE IS FATTY WHERE IS FATTY WHERE IS FATTY oh here you are ignoring you” </li></ul></ul>
  30. 30. Rapid-fire lesson round-up <ul><li>Don’t assume people aren’t interested just because they don’t get it </li></ul><ul><ul><li>Ask what they need to get on board / what the gaps are </li></ul></ul><ul><li>Communicate, communicate, communicate internally. And don’t wait until it’s perfect to communicate. Did I mention to communicate? </li></ul><ul><li>People have to be at least interested – and more likely excited – before they’ll care. People have to see the thing before they’ll get interested. People have to use the thing before they’ll get excited. </li></ul><ul><li>Show, don’t tell </li></ul><ul><ul><li>Almost no one will get sold on something simply by hearing it described </li></ul></ul><ul><ul><li>Get people to use the thing you’re trying to sell </li></ul></ul><ul><li>Pounce on opportunities to advance your agenda, and get people to engage with the technology </li></ul>
  31. 31. Rapid-fire lessons, continued <ul><li>Be prepared to accept that this might fail... </li></ul><ul><li>...but be prepared to measure your success </li></ul><ul><ul><li>Commit to a metric; commit to a goal </li></ul></ul><ul><ul><li>Be confident you can reach that goal / meet that metric, or at least something close to it </li></ul></ul><ul><li>Don’t avoid talking about the risks </li></ul><ul><ul><li>If they’re in the open, they have to be addressed (by all involved, not just you) </li></ul></ul><ul><ul><li>It’s not your job to assume the risks of new initiatives – it’s the business’s responsibility </li></ul></ul><ul><ul><li>At the same time, what the business ultimately chooses to do is not your call to make </li></ul></ul><ul><li>Find a champion (and it may be you) </li></ul><ul><li>Walk the walk </li></ul>
  32. 32. Rapid-fire lessons, continued <ul><li>What does business love: </li></ul><ul><ul><li>Case studies </li></ul></ul><ul><ul><li>Statistics (but be intelligent about your intelligence) </li></ul></ul><ul><ul><li>Avoiding risk </li></ul></ul>
  33. 33. The best lesson I can leave you with <ul><li>The key to social media success is to tap into people’s passion </li></ul>
  34. 34. Further reading
  35. 35. Websites <ul><li>sncr.org </li></ul><ul><li>acaweb.ca </li></ul><ul><li>webheresies.com </li></ul><ul><li>cnet.org </li></ul><ul><li>twistimage.com/blog </li></ul><ul><li>twitter.com/acafeed </li></ul>
  36. 36. Thank you <ul><li>Blog: webheresies.com </li></ul><ul><li>Website: webness.biz </li></ul><ul><li>Twitter: Markus64 </li></ul><ul><li>E-mail: markfarmer@webness.biz </li></ul>

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