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.
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Do you
Speak
Social?
WOMMA Webinar
15 July 2009
Presented by:
Antony Mayfield
Head of Social Media, iCrossing
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I don’t want to read
about what people
had for breakfast
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Is that a rational
response to Twitter?
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Remember the blog
and Facebook
equivalents?
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It may be a fear response.
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Or a lack of social web
literacy...
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(please don’t say
“Twitteracy”)
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One problem is when
we think we’ve seen
it all before
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It took me a long time
to learn Twitter.
Source: http://tweetstats.com
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I’d learned to use
streams already
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When Google Wave
arrives we’ll be learning
all over again
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The real revolution
wasn’t the printing
press itself...
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...it was
when
everyone
learned to
read...
Image: Mark Hillary (cc) 14

...and
write.
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Now we are learning
reading/writing on
the social web.
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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
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Social web literacy
An understanding of and
competence in using social web
platforms, tools and behaviors.
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http://twitter.com/ross
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Daniel Churchill, University of Hong Kong
Source: http://bit.ly/GkYLO
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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
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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
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Our eBook Journey
icrossing.co.uk/ebooks | icrossing.com/research
Definitions Big Picture Doing
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Social web literacy
and organizations
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There are many
“breakfast”-like
statements...
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Legal will never let
that through
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IT has us locked down
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Can’t see the ROI
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And many examples
of illiteracy
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What illiterate looks like...
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But nothing that can’t - and
hasn’t - been overcome
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Scribes / Tribes
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Resist the temptation to
become scribes for a
brand
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Tribes
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How to spread social
web literacy
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Personal
Learning by doing
Build it into your workflow
Share compulsively
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Organizations
Establish principles
Think networks
Open up IT
Grassroots
Frameworks
Measurement
Learning as deliverables
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1. Understand your networks
• Be useful to your networks
• Be live in your networks
Image: Jared Tarbell
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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
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Network Architecture
social Media platforms
space
RSS Forums
Applications / widgets
Streams / feeds
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MORE TH>N LIVING
Principles, Processes & Platforms
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Blogs are cheap and
very, very good…
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Learning by doing
75%
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Free(dom) vs. fantasy IP
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In summary
Opportunity and responsibility
Commitment
Tribes not scribes
Commit to developing your personal literacy
Spread social web literacy
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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
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Useful links
http://icrossing.co.uk/ebooks
http://icrossing.com/research
http://www.commoncraft.com/
http://delicious.com/amayfield/literacy
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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
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