Do You Speak Social? Social Web Literacy & the Future of Brands

This webinar is brought to you by WOMMA, the leading voice for ethical and effective Word of Mouth and Social Media Marketing Ethical Leadership Protect consumers. Protect your brand. Best Practices Helping you become a better WOM marketer. Measurable ROI Standards that improve impact and accountability. 1

Do you Speak Social? WOMMA Webinar 15 July 2009 Presented by: Antony Mayfield Head of Social Media, iCrossing 2

I don’t want to read about what people had for breakfast 3

Is that a rational response to Twitter? 4

Remember the blog and Facebook equivalents? 5

It may be a fear response. 6

Or a lack of social web literacy... 7

(please don’t say “Twitteracy”) 8

One problem is when we think we’ve seen it all before 9

It took me a long time to learn Twitter. Source: http://tweetstats.com 10

I’d learned to use streams already 11

When Google Wave arrives we’ll be learning all over again 12

The real revolution wasn’t the printing press itself... 13

...it was when everyone learned to read... Image: Mark Hillary (cc) 14

...and write. 15

Now we are learning reading/writing on the social web. 16

Network literacy What you know or don't know about how networks work can influence how much freedom, wealth and participation you and your children will have in the rest of this century. http://twitter.com/hrheingold 17

Social web literacy An understanding of and competence in using social web platforms, tools and behaviors. 18

http://twitter.com/ross 19

Daniel Churchill, University of Hong Kong Source: http://bit.ly/GkYLO 20

How to consume 1. Be skeptical of absolutely everything 2. Although skepticism is essential, don’t be equally skeptical of everything. 3. Go outside your personal comfort zone. 4. Ask more questions. 5. Understand and learn new media techniques http://twitter.com/dangillmor 21

How to create 1. Do your homework and then do some more 2. Get it right, every time 3. Be fair to everyone 4. Think independently of your own biases. 5. Practice and demand transparency. http://twitter.com/dangillmor 22

Our eBook Journey icrossing.co.uk/ebooks | icrossing.com/research Definitions Big Picture Doing 23

Social web literacy and organizations 24

There are many “breakfast”-like statements... 25

Legal will never let that through 26

IT has us locked down 27

Can’t see the ROI 28

And many examples of illiteracy 29

What illiterate looks like... 30

But nothing that can’t - and hasn’t - been overcome 31

Scribes / Tribes 32

Resist the temptation to become scribes for a brand 33

Tribes 34

How to spread social web literacy 35

Personal Learning by doing Build it into your workflow Share compulsively 36

Organizations Establish principles Think networks Open up IT Grassroots Frameworks Measurement Learning as deliverables 37

1. Understand your networks • Be useful to your networks • Be live in your networks Image: Jared Tarbell 38

Understand Principles Be useful Be live YouTube Social Twitter Spaces Platforms Social Space Flickr Framework Delicious Facebook Networks Active listening M&S assets Research & Listen Measure Plan/iterate Optimise assets Editorial On-site UGC Processes Content Widgets / tools Aggregation Outreach Moderation Curation Connecting APIs

Measurement 40

Network Architecture social Media platforms space RSS Forums Applications / widgets Streams / feeds 41

MORE TH>N LIVING Principles, Processes & Platforms 42

Blogs are cheap and very, very good… 43

Learning by doing 75% 44

Free(dom) vs. fantasy IP 45

In summary Opportunity and responsibility Commitment Tribes not scribes Commit to developing your personal literacy Spread social web literacy 46

Thank you Tel: +44 1273 827 721 | 866.516.2566 Email: antony.mayfield@icrossing.co.uk Sites: www.icrossing.co.uk | www.icrossing.com Blogs: connect.icrossing.co.uk | greatfinds.icrossing.com www.antonymayfield.com Twitter: @icrossing_uk | @icrossing | @amayfield 47

Useful links http://icrossing.co.uk/ebooks http://icrossing.com/research http://www.commoncraft.com/ http://delicious.com/amayfield/literacy 49

Contact Us: Phone:(312) 853-4400 Email: membership@WOMMA.org Twitter: Facebook: twitter.com/WOMMA facebook.com/WOMMA LinkedIn: YouTube: WOMMA.org/linkedin youtube.com/watchWOMMA 50

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Do You Speak Social? Social Web Literacy & the Future of Brands

by Word of Mouth Marketing Association on Jul 16, 2009

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Do You Speak Social? Social Web Literacy & the Future of Brands — Webinar Transcript