Scary Presentation

Social Media is Not Scary by Ari Herzog Principal and Online Media Strategist Ari Herzog & Associates www.ariherzog.com October 27, 2009

http://slideshare. net/ariherzog/scary- presentation ...if you don't want to take notes

What is social media? "Social media and web 2.0 are umbrella terms that define the various activities that integrate technology, social interaction, and content creation." "Social media use the "wisdom of crowds" to connect information in a collaborative manner online." - U.S. Federal Web Managers Council, webcontent.gov

WEB 1.0 WEB 2.0 Read only Read/write Top down Bottom up Knowledge management Knowledge sharing Computing Cloud computing Bacteria Virus

Factoids The fastest growing segment of new Facebook users are 60something women. The largest growing segment of new Facebook users are 30something women. The median age of a Twitter user is 31. The median age of a LinkedIn user is 40.

Two thoughts 1. If your customer has an email address but you are not using email to announce new products, solicit feedback, etc., why not? 2. If your customer has a cell phone, has a Facebook profile, is on Twitter, etc., but you are not or are not engaging, why not?

Say what? 92% of every B2B purchase has some element that began online with zero human involvement. Source: Outsell (2008)

Static Sucks 66.5% of marketers plan on spending more online, and 66.3% plan on spending more on website development. - BtoB Magazine, 2009

Case Study #1 Harley Davidson

"The message is not about the charity. The message is about why the messenger cares. " - Katya Andresen, Network For Good

An Exercise

Please clap your hands. Don't stop until this slide changes.

STOP CLAPPING ...and let's assess...

http://www.flickr.com/photos/papalars/2060553972/

Case Study #2 U.S. Army

What is LinkedIn? Interconnected network of 48+ million professionals from 170 industries and 200 countries. One person joins every second. 50% of network is outside the U.S. Executives from every Fortune 500 firm uses it.

http://tinyurl.com/li-twitter

What is Twitter? Messaging platform that sends/receives over both computer and cellphone, and has a limit of 140 characters. Built to answer the question, "What are you doing?" but more popularly used for actions, accomplishments, thoughts, sales.

search.twitter.com

Case Study #3 Co Co. Sala

My Yelp Review of Co Co. Sala ...I can’t comment on the food, the table service, or the DJing. The drinks were pricey, at $13 or so for martinis and other gourmet drinks. The cocotini was delicious, as was the “cucumber drink,” some vodka- or rum-spiked concoction that included soaked cucumbers. I visited the bar... on a Thursday night and... it was a good thing there was a large group of women in my group. See, it’s a chick bar. I only needed to glance down a long row of square tables to observe about 20 women and no men. If you like women, it’s a great place to people-watch and flirt.

3 months later... My name is Bharet and I am one of the two owner’s of Co Co. Sala... thank you for your feedback... I also would like to apologize for the delay in getting back to you. This reponse is waaaay overdue… what you said is certainly fair with respect to the price!... I know you are not based in DC but should you come back, please do get in touch with me…it would be a pleasure to meet you and your friends who are based in DC. I’d love to do whatever I can to make Co Co. Sala a fantastic experience for them.... Thanks for your comments and I hope to meet you and hear from you.

"At the end of the day, it's not even about collecting information on your portals. The best way to make yourself web 2.0 is actually to expose your data in ways that let other people re-use it." - Tim O'Reilly, Government Thinking About Web 2.0

Case Study #4 Cadbury Dairy Milk

Case Study #5 Library of Congress

Sylvia Sweets Tea Room, corner of School and Main streets, Brockton, Mass. Uploaded January 8, 2008 with assorted notes, subjects, call number, etc. 20+ comments from Jan 2008 to March 2009

Library of Congress on Flickr Internal meetings began early 2007 Zero staff members worked full-time on this project! Purchased a Flickr Pro account at $24.95/year Developed a custom upload app w/ java and marc4j 1-time cost of 222 hours of tech programming over 6 months Uploaded 3,100 photos in January 2008 Ongoing costs involve a 7-member team, equivalent to 1 FTE (including tracking LOC photo usage on external blogs, communications, etc)

…24 Hours Later All 3,100+ photos viewed 392,000 views on the photostream 650,000 views of photos 1.1 million total views on LOC account 420 photos had comments 1,200 photos were favorited

…9 Months Later: 5,621 photos as of 3/19/09 15 WW1 panoramas (in remembrance of Veteran’s Day coordinated with other Commons members) 10M+ views, 7,166 comments, and 67K+ tags Site averages 500,000 views a month Flickr members favorited 79% of photos Since March, 50 photos from the Bain News Service collection are added each Friday Between Jan - May 2008, average LOC PPOC websites rose 20% per month, compared to 2007

Conn ected Transactional: G2C (pay taxes, renew licenses, 2-way comm, 24x7) Interactive (download forms, apps, and portal) Enhanced (archived links to regulations, reports, newsletters) Emerging (website, links, static)

Top 10 UN Member Nations 1. Sweden 2. Denmark 3. Norway 4. USA 5. Netherlands 6. Republic of Korea 7. Canada 8. Australia 9. France 10. United Kingdom

UN: Best Practices EU's Debate Europe http://europa.eu/debateeurope/index_en.htm Brazilian House of Representatives - online debates http://www2.camera.gov.br/popular Iceland Ministry of Social Affairs - online chat http://www.felagsmalaraduneyti.is/radherra Ireland - gov procurement portal http://www.e-tenders.gov.ie Malta Health Ministry – online health card apps, med ency, anim lessons http://www.ehealth.gov.mt/article.aspx?art=90 Netherlands e-Citizen Charter http://www.govtech.com/gt/articles/104894

If you get lost... Ari Herzog ariherzog@gmail.com 978-558-0008 Twitter/Skype: ariherzog www.ariherzog.com

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Scary Presentation

by Ari Herzog on Oct 28, 2009

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