Brendan Barrett Ph.D.
United Nations University
How I became a tweeter, tuber and
facebooker!
Use of social media
We all worry about our
contribution and impact...
If a tree falls in a forest and no
one is around to hear it...
does it make a sound?
Source: fatboyke
Learn more from Kyle...
When no one can find your work
does it really matter?
Source: San Diego Shooter
Who are you trying to
reach?
Are we in the middle of a
virtual revolution?
Is the web a social
experiment?
Web 2.0
is the future that has already happened
3 main characteristics
Source: ~Aphrodite
(1) Social software
(2) User driven
(3) Openness
1.9 billionInternet users
world wide (as of 4 November 2010)
50%of global population
under 25 years of age
350 million
Facebook users
(bigger than the USA)
200 million
YouTube videos watched
each day
(one billion subscriptions)
So how can you take advantage
of this virtual revolution?
Lets share a story
How things work...
How to ensure dynamic
interaction with people who share
similar interests?
17	

17
1,865 fans
2,771 followers
1,089,000 views
per year
325,000 visits
per year
We heard about the...
Perpetual Internet
Traffic Machine
Central
interactive
hub
(Our World)
Content
syndication
Posting of quality content
Twitter
Youtube
Vimeo
Facebook
Social n...
This is essentially inbound
marketing...
where you “get found”
via search engines, blogosphere
and social media sites...
Quality content is key!
(engaging video briefs)
Picked up by Treehugger:
monthly readership of
2.5 million22,137 readers
watched the UNU Carterets
video on Treehugger in ...
Videos
embedded on
UNU-IAS-TKI
website
Becomes an article on Our World 2.0
Statistics on Vimeo for
the Carterets video
173,000 plus views from wide
range of sites!
Statistics for
Producing energy by walking on
Shibuya station. Tokyo, Japan.
123,000 views from one site!
Picked up by the Huffington Post
Put it on YouTube!
UNU podcasts uploaded to iTunesU
Download to your iPod/iPhone
Our World 2.0 articles published in
the Guardian
Local on-campus screenings/
events
Video can be screened by
UNU researchers in the field
UNDP Offices in Dushanbe, TajikistanConference on Biodiversity Loss ...
Share your content with
the public...
International screenings at film
festivals
39	

Introductions
 3	

DVD Available
Know your target
audience
Age distribution
79%
below 40 years old
Mainly digital natives?
Educational level
68%
bachelors or above
Well-educated
digital natives?
In which Sinus-Milieus would you locate your target
audience?
Source: Stephan Schmidt presentation on Our World 2.0 Campai...
The Sinus-Milieus approach is
based the observation that -
differences in daily life shape the
individual more than differ...
Which reinforces the idea of
connecting to
digital natives...
adaptive achievers,
experimentalists and intellectuals.
Who are Digital Natives?
... a person for whom digital
technologies already existed when
they were born, and has grown-up
...
Characteristics
multimedia oriented
web-based
impatient
non-linear
multi-tasker
less textual, more modalities
very creative
Quality for the Digital Native
High Quality Low Quality
Addresses my interest Not for me
Well made Badly made
Fresh Stale
...
Or visit the Digital Natives blog at
Harvard Law School
(
http://blogs.law.harvard.edu/
digitalnatives/)
To understand mor...
Five lessons on use of
social media
1: Go where people are (don’t wait for them to come to you)
2: Less is more - make you...
“Now this is not the end. It
is not even the beginning
of the end, but it is,
perhaps, the end of the
beginning.”
Winston ...
Thank you
The Use of Social Media (openEd 2.0 Course / Module 1)
The Use of Social Media (openEd 2.0 Course / Module 1)
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The Use of Social Media (openEd 2.0 Course / Module 1)

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This presentation was part of an online Guest Lecture from Dr. Brendan Barrett, United Nations University, on the “Use of Social Media”. You also can watch the full guest lecture at: http://oufm.open.ac.uk/fm/fmmp.php?pwd=cdf63e-2470

For further info about the openEd 2.0 course, please visit: www.open-ed.eu

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The Use of Social Media (openEd 2.0 Course / Module 1)

  1. 1. Brendan Barrett Ph.D. United Nations University How I became a tweeter, tuber and facebooker! Use of social media
  2. 2. We all worry about our contribution and impact...
  3. 3. If a tree falls in a forest and no one is around to hear it... does it make a sound? Source: fatboyke Learn more from Kyle James at .eduGuru
  4. 4. When no one can find your work does it really matter? Source: San Diego Shooter
  5. 5. Who are you trying to reach?
  6. 6. Are we in the middle of a virtual revolution?
  7. 7. Is the web a social experiment?
  8. 8. Web 2.0 is the future that has already happened 3 main characteristics Source: ~Aphrodite
  9. 9. (1) Social software (2) User driven (3) Openness
  10. 10. 1.9 billionInternet users world wide (as of 4 November 2010)
  11. 11. 50%of global population under 25 years of age
  12. 12. 350 million Facebook users (bigger than the USA)
  13. 13. 200 million YouTube videos watched each day (one billion subscriptions)
  14. 14. So how can you take advantage of this virtual revolution?
  15. 15. Lets share a story How things work...
  16. 16. How to ensure dynamic interaction with people who share similar interests?
  17. 17. 17 17
  18. 18. 1,865 fans 2,771 followers 1,089,000 views per year 325,000 visits per year
  19. 19. We heard about the... Perpetual Internet Traffic Machine
  20. 20. Central interactive hub (Our World) Content syndication Posting of quality content Twitter Youtube Vimeo Facebook Social network traffic picked up by search engines Other blogs can take articles Viral spread of content (Creative Commons) Optimize site for search engines More traffic
  21. 21. This is essentially inbound marketing... where you “get found” via search engines, blogosphere and social media sites...
  22. 22. Quality content is key! (engaging video briefs)
  23. 23. Picked up by Treehugger: monthly readership of 2.5 million22,137 readers watched the UNU Carterets video on Treehugger in one day
  24. 24. Videos embedded on UNU-IAS-TKI website
  25. 25. Becomes an article on Our World 2.0
  26. 26. Statistics on Vimeo for the Carterets video 173,000 plus views from wide range of sites!
  27. 27. Statistics for Producing energy by walking on Shibuya station. Tokyo, Japan. 123,000 views from one site!
  28. 28. Picked up by the Huffington Post
  29. 29. Put it on YouTube!
  30. 30. UNU podcasts uploaded to iTunesU
  31. 31. Download to your iPod/iPhone
  32. 32. Our World 2.0 articles published in the Guardian
  33. 33. Local on-campus screenings/ events
  34. 34. Video can be screened by UNU researchers in the field UNDP Offices in Dushanbe, TajikistanConference on Biodiversity Loss in Khorog, Tajikistan
  35. 35. Share your content with the public...
  36. 36. International screenings at film festivals
  37. 37. 39 Introductions 3 DVD Available
  38. 38. Know your target audience
  39. 39. Age distribution 79% below 40 years old Mainly digital natives?
  40. 40. Educational level 68% bachelors or above Well-educated digital natives?
  41. 41. In which Sinus-Milieus would you locate your target audience? Source: Stephan Schmidt presentation on Our World 2.0 Campaign (Sinus-Milieus)
  42. 42. The Sinus-Milieus approach is based the observation that - differences in daily life shape the individual more than differences in socio-demographic or socio-economic situations.
  43. 43. Which reinforces the idea of connecting to digital natives... adaptive achievers, experimentalists and intellectuals.
  44. 44. Who are Digital Natives? ... a person for whom digital technologies already existed when they were born, and has grown-up using them...
  45. 45. Characteristics multimedia oriented web-based impatient non-linear multi-tasker less textual, more modalities very creative
  46. 46. Quality for the Digital Native High Quality Low Quality Addresses my interest Not for me Well made Badly made Fresh Stale Substantive Superficial Compelling Boring Source: Chris Anderson, The Long Tail
  47. 47. Or visit the Digital Natives blog at Harvard Law School ( http://blogs.law.harvard.edu/ digitalnatives/) To understand more about digital natives
  48. 48. Five lessons on use of social media 1: Go where people are (don’t wait for them to come to you) 2: Less is more - make your messages clear and focused 3: Be patient. It takes time to build a community 4: Focus on thoughtful contact, rather than continual contact 5: Understand who you are trying to reach
  49. 49. “Now this is not the end. It is not even the beginning of the end, but it is, perhaps, the end of the beginning.” Winston Churchill
  50. 50. Thank you
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