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Social Media

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Developing thoughts in relation to the value and application of Social Media in the UCAN context

Developing thoughts in relation to the value and application of Social Media in the UCAN context

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  • Way back in the 1990’s and early 2000’s,  the web was a place where people and business owners created static websites that could talk “to” visitors. 
    It was revolutionary because prior to this time, if you wanted to communicate effectively with the masses you had to buy time in the media or buy the media outlet. 
    Suddenly, the internet made it easy to communicate with a wide variety of people from around the world in a cost effective way.  Even though this communication was definitely “one way”, it was still the first and best way to reach an international audience indefinitely.
    One Way communicationFrom content developer to the visitor.  If the visitor wanted to reply, well – use he or she could the contact form if it worked or send an email and hope it doesn’t get caught in a spam filter.  
    The visitor couldn’t know if the message got through unless the website owner responded in kind.
    Participation limitedThe second limitation of the early web was that not EVERYONE could participate in the conversation. 
    To create web pages, one had to learn to “code” – which meant that communication was limited to those who could master coding in HTML or later, various WYSIWYG HTML editors.
    Web 2.0The “new” web now allows website visitors the ability to communicate with the creator of web content as well as with others who are online as well.
    The new web could almost be dubbed “the web for everyone else” because where there was some computer skill required to get your information onto the web in the early days, the new web allows those who weren’t so handy with a computer to join the conversation.
    Everyday people began launching blogs by the thousands while tech savvy people decided to create other “communication” applications and and websites that made connecting via the web even easier! Twitter, Plurk, MySpace, Facebook) have joined the tens of millions of blogs to create this new interactive web where communication and connecting is not only easy but can also be FUN!
  • Way back in the 1990’s and early 2000’s,  the web was a place where people and business owners created static websites that could talk “to” visitors. 
    It was revolutionary because prior to this time, if you wanted to communicate effectively with the masses you had to buy time in the media or buy the media outlet. 
    Suddenly, the internet made it easy to communicate with a wide variety of people from around the world in a cost effective way.  Even though this communication was definitely “one way”, it was still the first and best way to reach an international audience indefinitely.
    One Way communicationFrom content developer to the visitor.  If the visitor wanted to reply, well – use he or she could the contact form if it worked or send an email and hope it doesn’t get caught in a spam filter.  
    The visitor couldn’t know if the message got through unless the website owner responded in kind.
    Participation limitedThe second limitation of the early web was that not EVERYONE could participate in the conversation. 
    To create web pages, one had to learn to “code” – which meant that communication was limited to those who could master coding in HTML or later, various WYSIWYG HTML editors.
    Web 2.0The “new” web now allows website visitors the ability to communicate with the creator of web content as well as with others who are online as well.
    The new web could almost be dubbed “the web for everyone else” because where there was some computer skill required to get your information onto the web in the early days, the new web allows those who weren’t so handy with a computer to join the conversation.
    Everyday people began launching blogs by the thousands while tech savvy people decided to create other “communication” applications and and websites that made connecting via the web even easier! Twitter, Plurk, MySpace, Facebook) have joined the tens of millions of blogs to create this new interactive web where communication and connecting is not only easy but can also be FUN!
  • Teenage Daughter: Mummy, I was talking with one of my friends this morning and she said....

    Mother: What’s your friend’s name dear?

    Teenage Daughter: Trx89

    Mother: Where does T-r-x-8-9 live dear?

    Teenage Daughter: Don’t know, I met her online.

    Social Media
    What do we mean by a social media?

    User generated content disseminated through social interaction.
  • Web 2.0’s media is a social media.

    By nature Social means participation.

    Involvement.


    Talking with John the other morning at breakfast.

    Bishops in Myanmar - conferences 3 times a year on Social Communications.

    Lots of energy.

    No follow up.

    Why?

    Social media - Bishops worried perhaps by what people think?

    Bishops scared of what the Government might think?

    Social media, very powerful - media in the hands of people.
  • Quote, not about the Church, but can apply.

    There is lots of confusion out there.

    There’s lots of confusion in here.

    Quote can be interpreted personally, families, small group (UCAN), large institutions, even whole cultures.
  • This has become the rallying call at the Signis meeting in Chiang Mai.

    Johan Cruyff, is a former Dutch footballer and manager. He was named European Footballer of the Year three times (1971, 1973, 1974)
  • Public and private forum

    Confession - priest understanding.

    Homily - seems less so.

    Young seem keen to sign up.

    Average age on social networks is rising

    Pew Research Centre - 28% of americans over 65 had used the Internet in last 24 hours, more had driven a car, spoken with family and friends, prayed or read a newspaper in that time-frame.

    Church is not alone - companies are reluctant to launch initiatives.

    Mistakes seem to be the major issue.

    Very public.

    Return on the investment.

    The Church and comments, ideas, feedback ..... sometimes not a healthy mix.

    You as a person vs you as an employee of UCAN.
  • Old days
    Camera - photos published by Kodak, Fuji.
    Paid per picture.
    You had the photo.
    It might have been placed in the family photo album.

    Now - Digital.
    I have the photo, but imagine if I put this on Flickr, Blog (Google).
    Imagine what could happen if I sent this to one friend, who without any form of reflection, thought it was funny and forwarded it on?

    Whose photo album will it end up in?

    Caution - jobs.

    Communications Boundaries - personal and UCAN - different social groups.
  • Who are our friends?
    Friends on Facebook or Followers on Twitter - are they?

    Do numbers of followers count?

    Yes, but not if it’s a pyramid type scheme, or just building up numbers for numbers sake.

    Focus on the quality of the relationships - more rewarding social experience.

    Do this by publishing useful information, or offering help to others, asking questions and being friendly. As one generally does in any social relationship.

    My Twitter account.
    Follow me - not automatically follow back

    Did for a while - gone through and deleted lots of people.

    Spammers

    Porn

    Focus on what’s perhaps useful information, certainly what I’ve defined as my interests.

    Cut down useless information that I was getting.

    Helps me contribute positively to those that follow me - they know what they will be getting.

    Last UCAN meeting - forced to share Twitter account.

    Interests

    Boundaries

    Social media and the organisation different than social media for the individual.

    My student made me smile and think when she reflected on her use of social media and decided Facebook had become her frenemy.
  • What
    Concept - information, meme

    How
    Media - physical, electronic, verbal

    Sustained
    Social interface - direct, community, viral, broadcast, syndicated. Even print!
  • Go find some examples of each of these.


    Communication: Blogs, microblogs, social networking, social network aggregation (Friendfeed)

    Collaboration: Wikis, social bookmarking, social news

    Multimedia: Photos, videos, live-casting (UStream), Music sharing (Last.fm)

    Opinions: Product reviews, Community Q&A, Thought Leadership. (Democracy of opinion - lightweight thoughts. UCAN.)

    Entertainment: Games, Virtual worlds (2nd Life)
  • Some things don’t change.

    Wisdom and insight.

    Quantifying the value of social media initiatives remains a challenge.

    What is the value of social media to the organisation.

    Are organisations social?

    Benefits for the Organisation
    Improved consumer / customer / reader engagement
    Gives a sense the organisation is more about them and their needs.

    Organisations can tap into incredible wealth of consumer data and sentiment.
    Find a new way to find out what reader’s think.

    Those organisations that do jump into Social media, and do it properly have an opportunity to improve their brand and gain positive coverage.

    Traditional metrics such as page views - somewhat useful.
    But don’t measure the business value of social media initiatives.
  • Each of these companies has been identified as having a successful social media strategy.

    What social media are they using?

    How are they using it?

    How are they managing it?

    What are the perceived benefits?
  • Each of these companies has been identified as having a successful social media strategy.

    What social media are they using?

    How are they using it?

    How are they managing it?

    What are the perceived benefits?
  • What social media are they using?

    How are they using it?

    How are they managing it?

    What are the perceived benefits?

    When people come back, ask how might what they have learnt re these companies, possibly be applied to UCAN?
  • Different parts of the UCAN organisation could use different Social Media channels in different ways.

    Example here is of a company.

    Who says what to whom, in what channel and with what effect.
  • Define the objective
    What is it that you are wanting to achieve.
    How are you going to achieve it.
    How are you going to sustain the effort.

    Quality over Quantity
    Said before.
    The right participants are the best participants.


    Engage and Participate
    If your focus is to simply promote yourself, you’ll get a different set of outcomes from those you have social goals for.

    Participate rather than dominate.

    Hearing vs. Listening
    Not everyone will hear you the first time.
    Be consistent, but not boring.


    Being where the Conversation is
    Hanging with the right crowd.
    e.g. Niche blogs, forums, other social networks.

    Assign Value
    It doesn’t matter what value system that’s used, but assign a value to a “re-tweet” a “DM”, Photo upload, Comment, Comment with more than one other comment.

    Assign a value to an original thought that has been seminal in either a new or existing discussion.

    Investment
    Social Media takes time.
    It’s a relationship that takes time to build.
    Building trust overnight is not common. In a virtual environment....
  • Ask the question.

    Let’s say that we have decided to use Social Media and we are prepared to “let go” the control of our brand a little.

    In groups

    Identify some form of community involvement.

    Define the involvement

    What form of social media involvement between UCAN and the community. (i.e. Where is the conversation taking place?)

    What type of Social Media will you use to facilitate the conversation?

    What approach will you take to it, how will you become involved? (e.g. there are various ways to approach a glass of water.)

    How will the project be sustained?

    What will be the measures of its success?
  • Advantages
    You can micro-manage your audience (eg. customers only see product release information, and not events aimed at prospects)

    You can task different parts of the organization with running separate channels

    But
    The biggest being that this only really makes sense in larger organizations.
    If you have a smaller ecosystem or there’s only a few of you to manage Twitter, you may just want one handle that pulls all these functions together.
    In this case segmentation doesn’t make sense.
    Another issue to be wary of is ending up with separate silos of information for each of these segments. Can be damaging.
  • What’s in it for me?
  • Listening to your customers.

    Spreading your message.

    Selling products or services; announcing discounts and deals.

    Supporting your customers by addressing their problems.

    Collaborating with customers on product/service development.
  • Self talk - own products
    Kodak’s way around it, they created a blog about photography in general not just to push Kodak Cameras and Paper

    FeedbackCan’t do something about everything.
    Engage.

    Content creation
    Easy publishing. No gatekeepers.
    Responsibility on people to learn.

    Risk
    Social media is not been fatal to organisations.
    In crisis, the conversation will take place even if you’re not involved.

    Internal Culture
    With social media, the customer is at the core of the brand.

    If policies, procedures, politics, processes, job descriptions, incompetency, unwillingness to change, intentional language (wanting to but not doing anything about it) are all part of the environment, or when people “just don’t get it”....
  • Livestream
    Groups
    Filters
    Search
    #
    Facebook
    RT, DM, Reply
    Favourite
  • Transcript

    • 1. Social Media and UCAN
    • 2. Web 1.0 vs. Web 2.o
    • 3. Web 1.0 vs. Web 2.o Photo galleries .mp3 Britannica online Content Management Systems Directories Stickiness to one site Page views
    • 4. Web 1.0 vs. Web 2.o Photo galleries Flickr .mp3 Napster Britannica online Wikipedia Content Management Systems Wikis Directories Tagging Stickiness to one site Syndication Page views Cost per click
    • 5. Web 2.0
    • 6. Web 2.0 Social media Disseminated media through social interaction Supports human need for social interaction - online Very democratic
    • 7. Participation
    • 8. Participation Involvement Bishops’ conferences - no follow up
    • 9. the Church
    • 10. the Church Innumerable confusions and a feeling of despair invariably emerge in periods of great technological and cultural transition. - Marshall McLuhan
    • 11. Chinarong @ Signis “When Johan Cruyff was asked what made him an exceptional player, he said that he went where the ball was going to be, not where the ball was.”
    • 12. Private vs Public thoughts
    • 13. Private vs Public thoughts What you think is not necessarily what you say. The young seem to let it all hang out. Organisations less inclined to.
    • 14. Not displayed on the Net. The Family Photo Album
    • 15. Friends
    • 16. Friends We are advertised by our loving friends. - William Shakespeare. Personal and Professional Boundaries My student made me smile and think when she reflected on her use of social media and decided Facebook had become her frenemy.- @hrheingold
    • 17. Social Media
    • 18. Social Media Concept Media Social participation
    • 19. Categories of Social Media
    • 20. Categories of Social Media Communication Collaboration Multi-media Opinions Entertainment
    • 21. Wisdom From the Past Everything that can be counted does not necessarily count; everything that counts cannot necessarily be counted. - Albert Einstein
    • 22. It’s about the Community
    • 23. It’s about the Community Number of friends/ comments / discussions Membership growth New topics started Brand awareness / feel Measure against cost
    • 24. Case Studies
    • 25. Case Studies Comcast Cares Starbucks Jeep Blendtec Dell Marriott
    • 26. Case Studies Comcast Cares Starbucks What are social media are Jeep they using? Blendtec How are they using it? Dell Need are they fulfilling? Marriott What have they achieved?
    • 27. What social media are they using? For what purpose are they using it? How is it being managed? What are the perceived benefits?
    • 28. Research
    • 29. 7 Considerations
    • 30. 7 Considerations Define an objective - why are you in this? Quality over quantity Engage and Participate Hearing vs Listening Being where the conversation is Assign value to get value It’s an Investment
    • 31. UCAN and a Social Media Strategy What do we want to accomplish? Why use social media? What kind of social media to use? What to do to encourage participation? How will success be measured?
    • 32. Feedback and Record
    • 33. Twitter 4 Journos
    • 34. Wii4m
    • 35. Some Things we can do
    • 36. Some Things we can do Spreading our message Listening to readers / people in our communities Informing readers / communities Support Collaborating with readers / communities
    • 37. Failures of Social Media Self - talk Don’t do anything with the feedback Content creation is internally difficult Risk framed wrongly Internal culture not geared to Social Media
    • 38. TweetDeck for Journos
    • 39. TweetDeck for Journos Livestream # Groups Facebook Filters RT, DM, Reply Search Favourite

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