New Media and Social Technologies - 4 the groundswell

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A brief presentation on the best theory to explain the role and power of social technologies enabled by Internet technologies

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New Media and Social Technologies - 4 the groundswell

  1. 1. The Groundswell Charlene Li | Josh Bernoff IST 400 | New Media & Social Technologies iSchool Syracuse University Eric Hansen | ethansen+ist@gmail.com
  2. 2. Outline The “Groundswell” POST ‘Swell Strategies Earthquakes and Other Shifts
  3. 3. The “Groundswell”
  4. 4. The Groundswell: A social trend in which people use technologies to get the things they need from each other; rather than from traditional institutions like corporations.
  5. 5. The Groundswell: A social trend in which people use technologies to get the things they need from each other; rather than from traditional institutions like corporations. A Institution B Path of least resistance
  6. 6. Why Now?
  7. 7. POST
  8. 8. POST People Objectives Strategy Technology ???????????????????????????????? Credit: Charlene Li and Josh Bernoff
  9. 9. People What are your publics ready for? What are their Social Technographics? How close is their current behavior to the desired behavior? Do you have accurate data on them?
  10. 10. Objectives What do you want to achieve? Listening / research? Talking / messaging? Energizing / empowering? Supporting / peering? Embracing / collaborating?
  11. 11. Strategy How will you change the relationship between you and your publics? What value propositions will incentivize your publics? What risks need to be mitigated?
  12. 12. Technology What tool(s) will appeal to your people? Does it already exist? Will it provide all the features you need?
  13. 13. ‘Swell Strategies
  14. 14. ‘Swell Strategies
  15. 15. Room to Grow Start with a small, limited-scope strategy, with room to grow Time is not your friend: prioritize speed of implementation (weeks) Plan to revise, not abandon, every 6 - 12 months
  16. 16. Assess Risks + Outcomes Which disruptions do you need to face, and which should you avoid? Imagine your org. after the desired change, how will it affect others? How will this affect your other important relationships and processes?
  17. 17. Get “Big Cheese” Backing A high-level executive should have responsibility for success/failure Choose someone based on both their scope and your objectives Schedule regular, high-level briefings
  18. 18. Choose Partners Wisely Make sure any agency understands your brand and objectives Have they completed similar projects before? Were they successful? How well do they adapt to changing technology trends?
  19. 19. Earthquakes and Other Shifts
  20. 20. There is no right way
  21. 21. Thank You
  22. 22. Video/ Photo Credits • http://flickr.com/photos/edans/ • http://youtube.com/watch?v=hwvNhu61_fo • http://flickr.com/photos/localsurfer/ • http://flickr.com/photos/briansolis/ • http://flickr.com/photos/bdebaca/ • http://flickr.com/photos/graciepoo/ • http://blogs.forrester.com/charleneli/2007/12/ the-post-method.html • http://flickr.com/photos/namullim/
  23. 23. Video/ Photo Credits • http://flickr.com/photos/tomcool/ • http://flickr.com/photos/thomasmilne/ • http://flickr.com/photos/broterham • http://flickr.com/photos/uibriain/ • http://flickr.com/photos/carradine65/ • http://blogs.forrester.com/charleneli/2007/08/ wal-marts-faceb.html • http://www.forbes.com/digitalentertainment/ 2006/10/02/myspace-walmart-youtube-tech- media-cx_rr_1003walmart.html
  24. 24. Video/ Photo Credits • http://www.lednine.com/category/portfolio/ • http://flickr.com/photos/atomic_mutton/

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