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