We’re All Chemicals


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My 2nd presentation. Give at SocialMediaCamp in London on the 4th October. Could do with some examples, I think.

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We’re All Chemicals

  1. 1. We’re All Chemicals Dan Donald // SocialMediaCamp, London 2008 http://flickr.com/photos/a-lone/392710820/
  2. 2. Introduction My name’s Dan I’m a web developer I’m not a chemist
  3. 3. We’re All Chemicals? Social objects could be thought of a bit like the elements in the periodic table. There’s different types such as blog posts, comments, images, videos, etc. Our content could be thought of as a ‘social compound’ (to stretch the analogy).
  4. 4. What is a social object? Something that relates to other social objects Something you can interact with; that allows for an activity Common ground – a point of discussion. See http://www.gapingvoid.com/Moveable_Type/archives/00439 0.html for some examples. We’re all social objects, and now so is this presentation.
  5. 5. Current content distribution The ‘page’ model might be outdated in many ways but it works. A page is a template to present our social objects. Find unique value between online and offline channels. There are additional ways to distribute our content.
  6. 6. Open the silos Widget and ‘socialise’ our content. Syndicate – RSS/Atom but also Friendfeed (social aggregators) APIs – allow developers easy access to your data. Microformats – give a sense of meaning to our content. Search engines (such as Yahoo!) taking more interest.
  7. 7. Context We publish as pages but need to understand how the content can be used outside of this. The audience – where are they accessing from? Is there geographical, temporal or linguistic context to your content? Consider accessibility (provides presentational context), device (scale and capabilities different from the desktop). Social – provide context to our social network(s). Possibly look at using personas to differentiate aspects of our lives.
  8. 8. Conversation Because commenting can happen anywhere (Friendfeed, Disqus, WordPress, Forums) the conversation is becoming increasingly fractured We have the ability to link this more closely to the source through these services but also through Twitter search, Technorati, Google Alerts, blogs that trackback and their syndicated comments. Commenting is distributed and we can use that as visitors can continue to discuss on services they already use.
  9. 9. Community Most sites that embrace social media become micro- communities; even a basic blog. This means site owners need to be aware of an additional set of skills in managing and nurturing this community. There’s two streams, through cultivating your community and creating compelling content internally but also nurturing external channels.
  10. 10. Copy It can often be overlooked but copy is part of the interface. With a more social/community outlook the implications of this need to be considered. Writing everything from labels to articles can potentially embrace the idea of a site as a community. Understanding how copy can be interpreted through different contexts is the issue.
  11. 11. The social web Think of your content being used outside of it’s original presentation. Find value in being open. Share and listen. Engage in the conversation. Censorship can be community driven rather than imposed.
  12. 12. So, are we chemicals? Just as we each are unique, I see our content in this way. Each collection of social objects is unique not only through it’s composition but through implicit contexts (author, location, time) Our unique ‘compound’ can form a part of many other new compounds and be reused endlessly. Rights are an issue; assert rights over their content through Creative Commons style licenses.
  13. 13. Living, social content We publish it through our original intended use. We present it to different audiences (accessibility for one) It could be viewed through many devices or services. The conversation is distributed and enhances findability. Tagging and social bookmarking provide context through folksonomy.
  14. 14. The reality It can be hard to accept that not everyone can like everything all of the time and the audience has the right to disagree Negative influences can be discussed alongside positive. Community management isn’t easy. It can be a real change for companies to embrace being more open; it may not work at all. Keeping up can drain resources. How can you measure success?
  15. 15. Get your site to socialise Allow for commenting/discussion alongside content. Closely link your content through direct relationships and tagging. Use contexts to find related materials. Make it easy for people to share your content with others. Get involved in the dialogue around your site or content. Use external channels on your site (Flickr, You Tube, etc).
  16. 16. What’s next? Technologies such as Comet will allow for a more ‘live’ web. The implications of sharing our lives openly will become clearer. Social networking may appear to be a layer of the web rather than the walled gardens we have today. Mobile and other devices will become more compelling. Instead of being a destination (like Facebook), the functionality may be available on most sites.
  17. 17. Thanks…that’s the end! Any questions?