Social Media Crash Course for NLC's "Internet, Politics & Technology" Weekend // Leslie Bradshaw // 4.18.09

Leslie Bradshaw New Leaders Council // Washington DC Institute // “Internet Politics & Technology Weekend” // 4.18.09

Hi. My name is Leslie. 1982 - 1993 1993 – 2000 2001 – 2004 2000 – 2001 2005 – present Hi > The Big Picture > 7 Key Platform Categories > 3 Case Studies > 6 Must Haves > Closing / Resources 1843

“ Relationships start more quickly on the Web. They can move from a self-sorted online conversation to the telephone, to introducing friends, to a meeting at a breakfast table in the East Bank Club in Chicago in a fraction of the time it would take without that online interaction.”
- Liz Strauss
Hi > The Big Picture > 7 Key Platform Categories > 3 Case Studies > 6 Must Haves > Closing / Resources

“ When trust goes up, speed goes up and costs will go down.”
- Stephen M.R. Covey
The Speed of Trust
participating reading thinking reacting creating mastering impacting connecting sharing COST Hi > The Big Picture > 7 Key Platform Categories > 3 Case Studies > 6 Must Haves > Closing / Resources TRUST

People are:
Creating more media
Seeking out more media
Accessing more platforms
Social Technologies are:
Lowering the barrier to entry
Closing the asymmetry of information gap
Enabling human nature to play out in warp speed
define watch create listen share At the Same Time: Increased Participation, Creation, Platforms Hi > The Big Picture > 7 Key Platform Categories > 3 Case Studies > 6 Must Haves > Closing / Resources

Friends, Family, Colleagues You Your Org Your Team Target Audience(s) Hi > The Big Picture > 7 Key Platform Categories > 3 Case Studies > 6 Must Haves > Closing / Resources

“ We're moving away from 'users,' 'customers,' and 'shoppers.' Social media is bringing back the human element to all digital interaction.”
- ReadWriteWeb

The Conversation Prism Social Networks Wikis Blogs Visual Content Online Collab. Twitter Share and Store Hi > The Big Picture > 7 Key Platform Categories > 3 Case Studies > 6 Must Haves > Closing / Resources By: JESS3 & Brian Solis

Communication and Promotional Tools
Blogs
Twitter
Visual content (video / photos)
Social Networks
Organizational Efficiencies
Wikis / crowd source
Share, access, store
Cloud-collaboration
Blogs Twitter Wikis Share and Store Social Networks Online Collab. Visual Content Hi > The Big Picture > 7 Key Platform Categories > 3 Case Studies > 6 Must Haves > Closing / Resources

Not “just a blog” – many considerations:
Your organization’s blog
Influencer blogs
Employee blogs
Coalition / member blogs
Competitor / adversary blogs
Permanent, but imperfect – many decisions:
Software
Engagement strategy
Message and positioning
Intelligence and tracking
Blogs Hi > The Big Picture > 7 Key Platform Categories > Blogs > 3 Case Studies > 6 Must Haves > Closing / Resources

What is it?
Permanency of blogging
Utility of emailing
Sociality of Facebook
Agility of text / IMing
Why join?
Disseminate information
Converse and share
Build a network
Gain insights
Who uses it?
The media
Politicians
C-level executives; decision makers
Brands and organizations
Online influentials
Twitter Hi > The Big Picture > 7 Key Platform Categories > Twitter > 3 Case Studies > 6 Must Haves > Closing / Resources

et al. – et alias “and others” i.e. – id est “that is” e.g. – exempli gratia “for example” Twitter Hi > The Big Picture > 7 Key Platform Categories > Twitter > 3 Case Studies > 6 Must Haves > Closing / Resources

Tweet: The result of posting to Twitter
RT: The result of reposting someone else’s tweet
@ Message: A response or a message to a specific handle. When used at the beginning, it can be found under the replies tab (a sort of public “inbox”)
DM: Direct Message, can send only to those following you (goes into your private Direct Message “inbox”)
Hashtag: The # sign is used to denote a major topic (like tagging/categorizing on a blog)
Twitterverse: Akin to the Blogosphere, but for Twitter

Advantage : File early, often
Hunger : The public’s appetite for online media continues to increase, take advantage of this Mobile : It’s wherever you are Twitter Hi > The Big Picture > 7 Key Platform Categories > Twitter > 3 Case Studies > 6 Must Haves > Closing / Resources

iPhone: TwitterFON, Tweetie, Twitterrific, et al. Blackberry: Twitterberry, browser Cellphone: SMS, MMS, Utterli/Audio Twitter Hi > The Big Picture > 7 Key Platform Categories > Twitter > 3 Case Studies > 6 Must Haves > Closing / Resources

Utterli (audio; photo and video, too) www.utterli.com
Twitpic (photos) www.twitpic.com
Brightkite (social geo-locator) www.brightkite.com
Link to your Blog, Delicious, Facebook, et al.

What is out there?
Facebook – friends
Twitter – communications
Ning – organizations
LinkedIn – colleagues
MySpace – A & E
MeetUp – offline
So I have a page, now what?
Upload your contacts
Relax the reins
Spark two-way conversations
It’s a garden: plant, water, weed, maintain; repeat.
Social Networks Hi > The Big Picture > 7 Key Platform Categories > Social Networks > 3 Case Studies > 6 Must Haves > Closing / Resources

Video – what is out there?
YouTube – massive reach
Vimeo – customizable
Viddler – interactive
Photo – what is out there?
Flickr – open network
SmugMug – closed network
Why you need it:
A picture is worth…
Tell your story; create a lasting resource
Make it compelling; short and something you’d pass on
Create assets to share with on and offline media outlets
Visual Content Hi > The Big Picture > 7 Key Platform Categories > Visual Content > 3 Case Studies > 6 Must Haves > Closing / Resources

What are wikis?
Collaborative resource
Relies on “wisdom of the crowds”
Not always accurate, buuuuut…
Read: Here Comes Everybody (Clay Shirky)
Why you need them:
Define the debate at point of research: Wikipedia
Replace internal intranets
Create a puzzle-piece mentality that encourages more participation and knowledge-sharing
Enable easy access
Document evolution and keep definitions dynamic (e.g., of your issue / organization)
Wikis Hi > The Big Picture > 7 Key Platform Categories > Wikis > 3 Case Studies > 6 Must Haves > Closing / Resources

What tools are available?
Google Docs
Google Reader / RSS
Slideshare
Delicious
YouSendIt
TinyURLs
“ Share This”
Why you need them:
Cost effective ($0)
Accessible anywhere
Time-saving
Searchable; can make public
Share and Store Docs Hi > The Big Picture > 7 Key Platform Categories > Share / Store > 3 Case Studies > 6 Must Haves > Closing / Resources

Media & Blog Stories: 7,000+ March 19 Jay Leno Show March 31 Special Olympics launches social media campaign with help from NMS March 20 Story explodes Twitter Posts: 10,000+ “ I bowled a 129. … It’s like – it was like Special Olympics, or something.” - President Obama 3.8 Million Impressions 55,000 Facebook users 10,000+ Pledges 100+ Blog Posts 1,200 Tweets 16,000 Video Views “ The president made an offhand remark making fun of his own bowling that was in no way intended to disparage the Special Olympics.” - Spokesman Bill Burton Blogs Twitter Visual Content Social Networks Hi > The Big Picture > 7 Key Platform Categories > 3 Case Studies > The r-word > 6 Must Haves > Closing / Resources

Wikis Share and Store Online Collab. Blogs Twitter Social Networks Visual Content Hi > The Big Picture > 7 Key Platform Categories > 3 Case Studies > NMS > 6 Must Haves > Closing / Resources

http://debatehub.c-span.org/ http://dnc08.c-span.org/ http://rnc08.c-span.org/ Share and Store Blogs Twitter Social Networks Visual Content Hi > The Big Picture > 7 Key Platform Categories > 3 Case Studies > C-SPAN > 6 Must Haves > Closing / Resources

Challenge:
Engage and connect the American people to the political process
Establish lasting resources on a limited budget
Transform C-SPAN’s image in the eyes of online influencers and tech communities
Introduce C-SPAN’s core audience to online media, reporting and communities
Solution:
Leverage open source technologies
Exchange social capital
Allow for embedding, imperfection and interaction
Hi > The Big Picture > 7 Key Platform Categories > 3 Case Studies > C-SPAN > 6 Must Haves > Closing / Resources

be exclusive for the bang . Hi > The Big Picture > 7 Key Platform Categories > 3 Case Studies > C-SPAN > 6 Must Haves > Closing / Resources

be inclusive to sustain. Hi > The Big Picture > 7 Key Platform Categories > 3 Case Studies > C-SPAN > 6 Must Haves > Closing / Resources

Linked to thousands of blog posts Gave on-air time to reading blog and Twitter posts Followed-up with as many folks as possible Hi > The Big Picture > 7 Key Platform Categories > 3 Case Studies > C-SPAN > 6 Must Haves > Closing / Resources

“ [C-SPAN’s Debate Hub] is full of people doing the same thing . I love this day in media technology. It’s a true marketplace of ideas with instant access. is heard just as much as other people sitting at home drinking champagne alone and watching TV.” Hi > The Big Picture > 7 Key Platform Categories > 3 Case Studies > C-SPAN > 6 Must Haves > Closing / Resources

“ open” is efficient and credible . Hi > The Big Picture > 7 Key Platform Categories > 3 Case Studies > C-SPAN > 6 Must Haves > Closing / Resources

Moved quickly to design/develop each Hub
Used entirely open-source software
Based on heavily-customized WordPress

furthering their mission, C-SPAN connected millions to the political process Hi > The Big Picture > 7 Key Platform Categories > 3 Case Studies > C-SPAN > 6 Must Haves > Closing / Resources

6 “must-haves” for non-profits Hi > The Big Picture > 7 Key Platform Categories > 3 Case Studies > 6 Must Haves > Closing / Resources

http://anorangeamerica.com/ http:// www.energystar.gov (complex issue? turn to data-visualization + info-graphics) Hi > The Big Picture > 7 Key Platform Categories > 3 Case Studies > 6 Must Haves > Closing / Resources

http://labs.google.com/ http://labs.digg.com/ http://sunlightlabs.com/ (no matter your size or budget, innovation is essential) Hi > The Big Picture > 7 Key Platform Categories > 3 Case Studies > 6 Must Haves > Closing / Resources

http://www.soapblox.net (left) http://www.dailykos.com (left) http://www.thenextright.com (right) http://www.redstate.com (right) (for your issues, consider state blogs and diary sites) Hi > The Big Picture > 7 Key Platform Categories > 3 Case Studies > 6 Must Haves > Closing / Resources

http://blogads.com/ http://www.facebook.com/advertising/ (get creative with ‘quality-of-experience’ advertising) Hi > The Big Picture > 7 Key Platform Categories > 3 Case Studies > 6 Must Haves > Closing / Resources

http://www.crowdspring.com/ http://www.geniusrocket.com/ http://www.appsfordemocracy.org/ http://www.istrategylabs.com/ (crowd-source is the new out-source) Hi > The Big Picture > 7 Key Platform Categories > 3 Case Studies > 6 Must Haves > Closing / Resources http://www.wikipedia.org/

http://www.wethecitizens.com/ http://my.barackobama.com (socially mobilize constituents… display their impact) Hi > The Big Picture > 7 Key Platform Categories > 3 Case Studies > 6 Must Haves > Closing / Resources

What if I Have to Convince / Sell Social Media to Others?
If a Businessman or Businesswoman : Focus on the organizational efficiencies, lowered barriers to entry, reduced transaction costs and closing the asymmetry-of-information gap
If an Academic : Show consistencies in the laws of human nature; lean on philosophy, sociology, anthropology and psychology; we are social beings, with egos, the need for reciprocity, attention and community, etc.
If Friend or Family : Think about emphasizing how easy it is to stay in touch and “opt-in-to-intimacy” in one another’s lives
If Coworker or Team Member : If you need to delegate, organize, inform and move in sync with one another, social media has many tools to help you and your team members do so with higher speeds, lower costs and, often, better results

Seven Key Resources
Twitter is fast growing, influencers are on it.
Heard about the platform being embraced media, politicians, technophiles and celebrities alike? Now hear what they are saying about your brand: http://search.Twitter.com and http://tweetgrid.com/
Aggregating the best of the web, here are 6 great sites:
Social media: http://mashable.com/ & http://www.readwriteweb.com/
Brand-related: http://adage.com/ & http://adrants.com/
Political-related: http://www.memeorandum.com/
Tech-related: http://www.techmeme.com

Thank you. Questions? Leslie Bradshaw NMS Web: www.newmediastrategies.net Personal Blog : www.lesliebradshaw.com Twitter : www.twitter.com/LeslieAnn44 Email : [email_address] Phone: (703) 253-0050 x 187 Hi > The Big Picture > 7 Key Platform Categories > 3 Case Studies > 6 Must Haves > Closing / Resources

Social Media Crash Course for NLC's "Internet, Politics & Technology" Weekend // Leslie Bradshaw // 4.18.09

by Leslie Bradshaw on Apr 18, 2009

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Social Media Crash Course for NLC’s "Internet, Politics & Technology" Weekend // Leslie Bradshaw // 4.18.09 — Presentation Transcript

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