2a advanced social media to knowing and impacting environment v2 w instructornotes


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  • Every PresenTense workshop starts with a pre-exercise, meant to let people settle in and start thinking in the terms of the lesson. During this time, the Instructor should let people settle in, and stand silently by the screen to indicate that people should sit and start working. This should last two minutes AFTER everyone has settled down and there is silence in the room. Once there is silence, the instructor can ask: so, what do you think? Anyone have any answers to the questions? Give discussion three to five back and forth’s – and do not let someone speak for more than two minutes. Then use the last comment made to switch to the next slide: And that’s why we’re discussing Inspiration ,today. (This slide should take in total: 5 minutes. Total time of Knowing and Influencing Workshop: 80mins)
  • Knowing the field is not enough – because, as Heisenberg’s uncertainty principle points out, even the observer changes what is being observed. When launching a venture, this is especially the case, since the world changes with every new initiative in it. So Environmental Scanning tools online first come from positioning oneself online, and then using that position to know and influence the field. (Total: 3 minutes)
  • Before you can go forward with anything, one needs presence. (Instructor note: For those who passed through the Tools for Sharing Vision workshop, this slide can be skimmed through. For those who did not, it is worth taking three minutes to represent each to the participants. I.e.: Before you can do anything, you need a name, a URL, so people can find you online. We have GoDaddy for that. Then, you need to build a quick and basic website that won’t embarrass you – and Weebly is great for that….and so on.) (Total: 1 minute if they know, 5 minutes if not just to give overview)
  • But moving beyond the basics, the question is: what’s at the center of a venture organization when you describe it? Describing something from the ‘What’ keeps the conversation closed. “Oh, so you rap about the Bible”. But if you explain the WHY, you invite many more people into the conversation. This is why expressing a Vision is so important. (Total: 3 minutes)
  • And once one knows one’s WHY, one knows where one needs to establish presence. One should be connected with those people who are working to the same WHY, even if it means addressing another customer market, or providing with their WHAT a different value propositions. These Collaboratives can help get the word out, spread the impact, and inspire a venture to improve and move forward. (Total: 2 minutes)
  • The best way to establish a position is through Text. Because although the web is full of other content, people interact fundamentally through text. They read, they write, they comment, they tweet, they email. Text is power. (Total: 2 minutes)
  • Text is also Googleable. It lets people find the content they want to find, and when the view that content, the first thing they try to assess is: Will this provide value? Is this worth my time? By producing text speaking to a WHY that is easy to read, approachable and most importantly valuable, a person can quickly become a subject matter expert and build social capital among those people that the person wants to influence. The question is how? (Total: 3 minutes)
  • Text’s Two Main Ways: Long Form and Short Form Streams. Long Form: “Blog,” contraction of “Web Log” – it is a website that is a periodically updated with new content. Who here has a blog? Oh – well, the blog is less and less popular but still useful. Especially because it provides content for sharing information in short form through engines like Twitter. (Total: 3 minutes)
  • Short Form: “Micro-Blog,” generally, today, Twitter. But Facebook Status Updates, Tumblr – these networks have tens of billions of short updates in their archives (twitter probably nearing 20 billion) and hundreds of millions of people posting a day. Go through slide and introduce them to short form, you can demo TONY HSIEH by clicking on link at the end. Key to note: Both short and long form usually relate to current events in a particular topic area, relaying the reality of the narrator. Each should solicit interaction from readers: comments and link to articles and other blogs of interest, retweets, etc. (Total: 3 minutes)
  • And of course there is a merger of both, Facebook, a text-y, picture-y, video-y crazy land that is the manifestation of human species innate drive to be social. This site is intuitively known to everyone in the room. Ask them how they use it. Ask them what causes and missions they attach to. (Instructor, you may want to reference Gladwell’s article Small Change http://www.newyorker.com/reporting/2010/10/04/101004fa_fact_gladwell and talk about whether facebook is really effective in mobilizing people.) (Total: 3 minutes)
  • Why does social media work? Because people are social animals. People are interested in others like them, and others who are passionate about things they are passionate about. People are seeking meaning. They seek quests. They seek heroes. If you can use your daily life—and, more importantly, the life of the people who are invested in your venture—as a story for them to engage with, they will add their energy to your quest – and let your vision guide the way they interact with every day events. (Total: 3 minutes)
  • Social media influence isn’t a ‘finger to the wind’ thing – it is measurable, and tools such as Klout can help you measure it. One can track how many people are following a person’s missives online, replying to their thoughts, interacting with their postings. So there is a math to determining who to follow and who to seek to influence, and this is indicative of that person’s or organization’s impact on the general society. (Instructor, if you want to, load up your Klout score or the score of someone people might know). (Total: 3 minutes)
  • How do you maintain a presence? These five golden rules are from the popular blog, Mashable, and their bottom line is: act online as you would offline in a cocktail party. Share, be human but representative – and don’t tell people off publicly unless they really deserve it. (Total: 3 minutes)
  • Let’s try and better understand people who are more and less successful in engaging communities by using a Twitter case study (Note to Instructor, start with Zappos if you haven’t yet and show how most of the tweets have nothing to do with Zappos – they build a relationship. Then show Cory Booker and Coca Cola) Cocacola has far less than cory booker. Coke has improved recently by having real people sign tweets and becoming more authentic. An example of Cory power and engagement of community: a few months ago someone tweets him from the high way saying there is trash in the street. He tweets back seconds later, “we’re on it,” and an hour later that it was cleaned up. (Total: 5 minutes)
  • So how do you update everything to keep your position in the market? We like Posterous. It is quick and easy and gets the job done. (Instructor, if the group hasn’t seen how easy it is yet, show them the service online) (Total: 2 minutes)
  • Once one establishes a position in the environment, one can start getting to know the ecosystem. Establishing a position is necessary because without knowing how one wants to comes off, one can’t truly compare oneself to others. Passive observation is almost pointless, considering that the observed will change once one becomes an active player in the market. (Total: 3 minutes)
  • The main rule in establishing one’s scan in the environment is to pay attention to who is listening to who, and to make sure you speak only once you know is going to hear. Knowing who hears what, and deciding what to say, depends on tracking what others are saying and what is behind what is being said. That’s where a few neat tools come in handy. (Total: 2 minutes)
  • First, find the bloggers. They’re out there, and Google Blogs can help you find a few blogs with a simple keyword search. Take some time to get to know the blogs – read through their posts, to see if they have comments, whether they have a trend of commenting on similar issues, and whether they have influenced others. There are a number of blog ranking and finding engines out there – so feel free to use a few. (Instructor, pick a case study and search for a blog of that sort) (Total: 3 minutes)
  • Once you find the blogs, follow them. Going to each organization’s website every day can be challenging. RSS readers are helpful for that – we recommend Google Reader, since it aggregates content from a number of sources and lets you know what is new and what you still have to read. It also integrates with other services. There are a number of RSS readers, though – and the key is to keep track on the field and share items of interest with your audience – or comment and discuss with those actors in your space that you want to build a position with. (Instructor, show how you can add an RSS feed easily from the blog you just found) (Total: 5 minutes)
  • Just as there are RSS readers for blogs, there are twitter trend trackers for tweets and other short message systems. HootSuite is one of them- but there are tonnes. The key here is to be able to quickly scan for information. Important to note that the act of reading is different here, because it is a passive and not active experience. People call it Ambient Intelligence—you let the content flow, and you glance over. There is too much to read everything, so let yourself pick out items of interest and do not dig too deep, or attach too much significance to the majority of the content. This is especially true because you can have permanent searches on the material, to ensure that you are tracking all of the different mentions of the fields that you are interested in. (Instructor, show an example and work through a few of the tweets and searches) (Total: 5 minutes)
  • If an opinion maker or market player is especially important to you, you can track them head-on – and use services that scan the market for properties associated with the person. Gist is one way to do it. It can be added on to Gmail, and provide up to the minute information about a person’s online activities – which can help in finding other ways to communicate with someone than head-on. (Total: 4 minutes)
  • And if you are particularly interested in a field, or in a set of organizations, you have Google Alerts to help notify when new mentions arise. (Instructor, set up a quick track of something the group wants to track) (Total: 4 minutes)
  • The most important thing, however, is that one cannot be passive in a space. One should have a conversation. The moment one enters a market, one is already interacting with it – so why not reach out and speak with those other people one is sharing a space with? The more authentic and transparent one is, the more opportunities one will have to build relationships. Build those relationships from the beginning – and learn how people respond and what other organizations or initiatives they mention, because that will be the best indication of one’s market position. (Total: 3 minutes)
  • Leave space for questions, comments, thoughts and other suggestions. This is the final presentation in the Inspiration section, so give time for general questions, comments or concerns. (Total: leave up to 10 minutes for this)
  • 2a advanced social media to knowing and impacting environment v2 w instructornotes

    1. 1. <ul><ul><li>Think of three organizations that do things comparable to what you want to do. </li></ul></ul><ul><ul><li>How did you hear of these organizations? </li></ul></ul><ul><ul><li>How are you keeping track of what they do to learn from their successes and failures? </li></ul></ul><ul><ul><li>How will they learn from you? </li></ul></ul>Pre-Exercise: Think for a moment
    2. 2. Advanced Social Media for Environmental Scanning and Influence Among the Field Transmedia Tools for Scanning and Transforming
    3. 3. Let’s first check off a basic Digital Toolkit: <ul><li>Your Basic Website: </li></ul><ul><li>Your Basic Web Form: </li></ul>… and Facebook, Aviary, highrise, etc. <ul><li>Your Basic Property: </li></ul>
    4. 4. The Big Question: Is the venture a “What” or “Why?”
    6. 6. Become an expert through content
    7. 7. Text is power. Googleable Power. <ul><ul><li>Get your viewpoint out in the world </li></ul></ul><ul><ul><li>Produce a regular stream on content that is interesting to your market – i.e. Provide Value </li></ul></ul><ul><ul><li>You can become the defacto expert on the topic. </li></ul></ul><ul><ul><li>Build a core group of like minded people – Social Capital . </li></ul></ul><ul><ul><li>A blog of any type, short and long, is Real Estate – if it's popular, you can advertise on it, use it to collect addresses, or use it as a value property for connecting to others. </li></ul></ul>
    8. 8. <ul><ul><li>A webblog is a website that is a periodically updated with new content. </li></ul></ul><ul><ul><li>Blog’s taking a place alongside short text engines like Twitter as a place for analysis, for longer thought pieces, for pictures, for articles. </li></ul></ul><ul><ul><li>Use the blog to build your story by offering thought leadership and more in depth commentary </li></ul></ul><ul><ul><li>Make your blog energetic and intriguing </li></ul></ul>Longform: Blog, Blog, Blog
    9. 9. <ul><ul><li>A short blogging site is a place for short—usually under 140 character—posts about current happenings </li></ul></ul><ul><ul><li>Twitter is the market leader </li></ul></ul><ul><ul><li>More of these sites—like Seesmic, Tumblr, and Google Buzz—let you display pictures and video </li></ul></ul><ul><ul><li>Be active in the space and give value to your community </li></ul></ul><ul><ul><li>For every post you talk about yourself you should provide value eight times (see Tony from Zappos ) </li></ul></ul>Shortform: Tweet, tweet, tweet
    10. 10. And, of course, Facebook
    11. 11. Guerilla Web 1 Why does social media work? It works because you are so interesting!
    12. 12. <ul><li>And get to know how you’re doing. </li></ul><ul><li>Klout is one way to measure. </li></ul>
    13. 13. Five “Rules to Live By” to build presence <ul><ul><li>Be your Brand’s Conscience: don’t do something your brand won’t do. </li></ul></ul><ul><ul><li>Don’t sell – share. </li></ul></ul><ul><ul><li>Show your human side – but not too much. </li></ul></ul><ul><ul><li>Write well. No slang unless it is a tool. </li></ul></ul><ul><ul><li>Commit. Remember your audience. </li></ul></ul><ul><li>(From Mashable, http://bit.ly/lgVFN) </li></ul>
    14. 14. A Few Good Tweeps <ul><ul><li>http://twitter.com/corybooker </li></ul></ul><ul><ul><li>http://twitter.com/edalliance </li></ul></ul><ul><ul><li>http://twitter.com/ivankatrump </li></ul></ul><ul><ul><li>http://twitter.com/cocacola </li></ul></ul><ul><ul><li>http://twitter.com/zappos </li></ul></ul><ul><ul><li>http://twitter.com/ujafedny </li></ul></ul>
    15. 15. And don’t forget Posterous
    16. 16. 2. KNOW YOUR ECOSYSTEM
    17. 17. Don’t scream into the wind <ul><li>Just like you shouldn’t blabber when you’re in a crowded room, you shouldn’t blabber online. </li></ul><ul><li>Just like you should know who is in a room with you, you need to get to know who shares your space online. </li></ul><ul><li>The neat thing about online: you can spy pretty easily. </li></ul>
    18. 18. Find the bloggers
    19. 19. Keep tabs on their deeper thoughts <ul><li>RSS readers are good workhorses… they just take dedication. </li></ul><ul><li>We like Google Reader, because it integrates </li></ul>
    20. 20. Track tweets and topics HootSuite is one tool to track and trend
    21. 21. Track opinion leaders
    22. 22. Track topics of interest
    23. 23. Most important: have a conversation Remember, these are people we’re talking about. Talk to them. Get to know them. And build relationships.
    24. 24. Questions? Comments?