Do you
Speak
Social?
WOMMA Webinar
15 July 2009


Presented by:
Antony Mayfield
Head of Social Media, iCrossing




      ...
I don’t want to read
 about what people
  had for breakfast
                       2
Is that a rational
response to Twitter?


                       3
Remember the blog
  and Facebook
   equivalents?

                    4
It may be a fear response.


                         5
Or a lack of social web
       literacy...




                      6
(please don’t say
  “Twitteracy”)

                    7
Or a lack of social web
       literacy...




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



...
http://twitter.com/ross




                          19
Daniel Churchill, University of Hong Kong   Source: http://bit.ly/GkYLO

                                                 ...
How to consume
     1.   Be skeptical of absolutely everything
     2.   Although skepticism is essential, don’t be
      ...
How to create
     1.   Do your homework and then do some more
     2.   Get it right, every time
     3.   Be fair to eve...
Our eBook Journey
     icrossing.co.uk/ebooks | icrossing.com/research




Definitions          Big Picture               ...
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
    ...
1. Understand your networks
2. Be useful to your networks
3. Be live in your networks   Image: Jared Tarbell

            ...
Understand

             Principles                  Be useful

                                              Be live


  ...
Measurement




              40
Network Architecture




       social         Media platforms
       space

                RSS   Forums


              ...
MORE TH>N LIVING
Principles, Processes & Platforms




                                    42
Blogs are cheap and
very, very good…




                      43
Learning by doing




                    44
Learning by doing

                    75%




                          44
Free(dom) vs. fantasy IP




                           45
In summary
     Opportunity and responsibility
               Commitment
            Tribes not scribes
Commit to developi...
Thank you
Tel:       +44 1273 827 721 | 866.516.2566
Email:     antony.mayfield@icrossing.co.uk
Sites:     www.icrossing.c...
48
Useful links

   http://icrossing.co.uk/ebooks
   http://icrossing.com/research
   http://www.commoncraft.com/
http://deli...
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WOMMA: Do You Speak Social?

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A presentation I gave with WOMMA about social web literacy and brands. A central argument is that digital specialists and agencies need to spread social web literacy rather than keeping it to themselves, like digital scribes.

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  • Today I’d like to share an emeging idea and a key insight that’s informing how we think about social media and brands at iCrossing.

    Let’s be clear up front: this isn’t a guide to how to use social media jargon, or how social media works - there are plenty of resources for that online and I’m assuming a certain level of familairity with social media among people who would sign up for a WOMMA webinar.

    What we will be discussing is the idea of social web literacy - or web literacy more broadly - and its importance for, well, everyone, but us as individuals and for the brands and organisations we work with.

    I’m trying to stretch my own social web literacy today by keeping an eye on the WOMMA tag on my Tweetdeck while presenting.
  • If you have ever tried explaining Twitter in a meeting you may have heard something along these lines.

    It usually comes with a sneer. It sometimes feels like a gauntlet being thrown down. Sometimes it is your job to pick it up - sometimes it is your duty as a citizen of the web.
  • I mean, I don’t like
  • Over the past our years I have had the same conversations over dinner, the same marketing meetings about Facebook and blogs...
  • I like to win arguments - I always have. But over the years I have learned to realise that not every conversation is conducted on rational grounds.

    Often people are saying something other than they mean. Sometimes they aren’t saying anything at all - their words form and emotional response.

    “Yuk!” or “Eek!”

    So we comfort them, or try to convince them of the virtues of the technology or the platform...
  • It is because people think they are literate - because they read and write.
  • We think they are web listerate - because they can use email, a browser, a social network, without too much trouble...

    They look at Twitter, they dive in, with a great deal of good faith and expectations that all will be revealed to them.

    ...and someone is talking about what they had for breakfast.
  • Truth is my network got it before me by a long stretch.

    But I stuck around because they did. And because they kept finding new ways to make it useful to them.

    So it started becoming more useful to me.

    I’d been here before with blogs. I knew the best thing to do was to hang around and if something made sense to people who I liked and respected it was worth trying to learn.

    Plus... I had some literacy, some skills I could bring with me from Facebook and blogs and my broader web literacy.
  • I love the premise of Google Wave - that email is based on an analogy that is pre-web.

    And deep down I loathe email. It’s grinding up of my time, its needy completism, its easy transfer of responsibility to “someone” in the To line...

    But first glance at Google Wave means I know I will need to learn this one. I know I will start off illiterate.

    Maybe that’s a key spect of social web liteeracy - being comfortable with having to learn stuff every other week.
  • Literacy. It’s all about not conflating the technology, the marvel of the platform with with the uses that it is put to.

    This is the device.
  • But it was mass literacy that was the behaviour. The behaviour which turned religion, politics, commerce, art, society spinning about.
  • Howard Rheingold got me thinking about literacy.



    He calls it network literacy. I like that. Maybe I should stick with that.

    But as my more marketing literate colleagues are always telling me - you talk about networks and they think you mean TV, or telecoms.

    Me - I think we’ll get there. But meantime...
  • ...social web literacy is what I will bang on about.

    It’s all about personally and around our wider organsiations, developing and spreading social web literacy...

    That’s quite a challenge - so I want to talk about some models for thinking about it...
  • Ross Mayfield - no relation - is someone who has consistently cut through to the quick about how social media works - or rather how we work with it.
    I’m still antranced by his partcipatioin curve.

    As m’learned colleague Jim Byford pointed out, it describes the learning journey of someone using social media, the ladder of participation as Forrester call it.
  • WOMMA: Do You Speak Social?

    1. Do you Speak Social? WOMMA Webinar 15 July 2009 Presented by: Antony Mayfield Head of Social Media, iCrossing 1
    2. I don’t want to read about what people had for breakfast 2
    3. Is that a rational response to Twitter? 3
    4. Remember the blog and Facebook equivalents? 4
    5. It may be a fear response. 5
    6. Or a lack of social web literacy... 6
    7. (please don’t say “Twitteracy”) 7
    8. Or a lack of social web literacy... 8
    9. One problem is when we think we’ve seen it all before 9
    10. It took me a long time to learn Twitter. Source: http://tweetstats.com 10
    11. I’d learned to use streams already 11
    12. When Google Wave arrives we’ll be learning all over again 12
    13. The real revolution wasn’t the printing press itself... 13
    14. ...it was when everyone learned to read... Image: Mark Hillary (cc) 14
    15. ...and write. 15
    16. Now we are learning reading/writing on the social web. 16
    17. 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
    18. Social web literacy An understanding of and competence in using social web platforms, tools and behaviors. 18
    19. http://twitter.com/ross 19
    20. Daniel Churchill, University of Hong Kong Source: http://bit.ly/GkYLO 20
    21. 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
    22. 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
    23. Our eBook Journey icrossing.co.uk/ebooks | icrossing.com/research Definitions Big Picture Doing 23
    24. Social web literacy and organizations 24
    25. There are many “breakfast”-like statements... 25
    26. Legal will never let that through 26
    27. IT has us locked down 27
    28. Can’t see the ROI 28
    29. And many examples of illiteracy 29
    30. What illiterate looks like... 30
    31. But nothing that can’t - and hasn’t - been overcome 31
    32. Scribes / Tribes 32
    33. Resist the temptation to become scribes for a brand 33
    34. Tribes 34
    35. How to spread social web literacy 35
    36. Personal Learning by doing Build it into your workflow Share compulsively 36
    37. Organizations Establish principles Think networks Open up IT Grassroots Frameworks Measurement Learning as deliverables 37
    38. 1. Understand your networks 2. Be useful to your networks 3. Be live in your networks Image: Jared Tarbell 38
    39. Understand Principles Be useful Be live YouTube Social Twitter Spaces Platforms Social Space Flickr Framework Delicious Facebook Networks Active listening Assets Research & Listen Measure Plan/iterate Optimise assets Editorial On-site UGC Processes Content Widgets / tools Aggregation Outreach Moderation Curation Connecting APIs
    40. Measurement 40
    41. Network Architecture social Media platforms space RSS Forums Applications / widgets Streams / feeds 41
    42. MORE TH>N LIVING Principles, Processes & Platforms 42
    43. Blogs are cheap and very, very good… 43
    44. Learning by doing 44
    45. Learning by doing 75% 44
    46. Free(dom) vs. fantasy IP 45
    47. In summary Opportunity and responsibility Commitment Tribes not scribes Commit to developing your personal literacy Spread social web literacy 46
    48. 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
    49. 48
    50. Useful links http://icrossing.co.uk/ebooks http://icrossing.com/research http://www.commoncraft.com/ http://delicious.com/amayfield/literacy 49

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