Planningness 2010 ... Barak Kassar, Rassak Experience

Digital Brand Building and Communications
San Francisco | Barcelona
DIGITAL COMMUNITY ORGANIZING
Leveraging Social Networks
Barak Kassar, barak@rassak.com

I was minding my own business yesterday in SF

Hmmmmmmmm Mark!
IMPROVISING

I’ve learned to be open to what comes thru my social nets

It’s often interesting!

Context: Rassak has helped big brands --- and startups that have put the 2.0 in web 2.0
If you’re interested: rassak.com

My entry point into new media.

Oldest media I’ve experienced. Animals (content) and walls (media/tech) didn’t change for 5,000 years! They had time to figure out how to leverage it.
JackVersloot

Now there is new content every second… and new media/tech almost as fast.
700 FB status updates per sec
600 tweets per sec
[Context: 34,000 Google searches per sec]

The woman next to me
wants to know. She’s a community manager for a tech company with 1000 techy customers.

Apps [like this one that asks people to donate their FB status to a “message engine”] are powerful. They’re one way to build leverage
Bonus Content: Of Qassams and Whoppers

So is plain old organizing!!! That’s what we’re going to talk about.

Before we go on, please “friend” me on FB [I’m not only telling… I’m showing]

And SOME of you please“like” Rassak Experience
How cool is this stamp? You can get your own from Nation in the UK

Digital Community Organizing Checklist
Ask yourself what a community is
Ask why you are building a community (the non-selfish reason)
Be clear about the selfish reason(s) too
Map your community/network
Acquire your tools

What is community?
What Is Community? A reminder from a sign outside a church in San Francisco

What is community?

Why building?
Why? The Unselfish Version. In our case it’s “spread knowledge, promote cool and effective efforts, connect people”
For Rassak… helping people/orgs express themselves
For Zibkids… helping parents make their kids stronger.
And kids to grow up stronger
For BV… to connect parents .. Also to make kids stronger by making
Parents stronger

Why building?
Why? The Selfish Version. New and repeat business!!!
For Rassak… helping people/orgs express themselves
For Zibkids… helping parents make their kids stronger.
And kids to grow up stronger
For BV… to connect parents .. Also to make kids stronger by making
Parents stronger

Visualizing
Map your community and social networks. I don’t mean just geographically.

Location, location, location --- distribution distribution distribution
Mapping helps you understand that Location, Location, Location = Distribution, Distribution, Distribution

Tools*
Ears
Smile
Shoes
Strong Arm
Cellphone Camera
*please note: first four items are NOT digital at all

First four tools for digital community organizing are NOT digital
1. Ears

Lachlan hardy
2. Walk Around

Ernst Moeksis
3. Smile

Bervely andPacl
4. Strong Arm*
*artfully and gently

Let Ideas Compete
5. Cameraphone

Tips and Tricks
Pick one tool (at first) and get great at it
Microdynamics of each tool are DIFFERENT
Engage with all your heart and soul
Add value
Link others in
Seek distribution
Photo tagging and status tagging experiment

Tips and Tricks
Be a leader… model behavior for others
Pics and videos worth a lot
Think like a planner… who is the audience, what is the strategic message, actions sought?
Imagine each bit of micro social content is a superbowl spot. Don’t waste it
But.. conversely, don’t stress it

Leverage
Create leaders around you
Train them
Coach them
Encourage them
Friend them
Follow them
Lead them
Walk beside them

Your Task
Pick an organization you care about
Think about how you can help them leverage networks to grow their community and reach their goals
You will be videod!

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