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