Agenda
                                                                                   Where We’ve Been
               ...
The Social Technographics Ladder
They are Online with their Social Networks                                               ...
Social Publishing and Networks
          People Connectors
                                                Journals (blogs...
Mashups: Pageflakes
Building Blocks:Widgets/GIS Mashups/Apps
  Disease Outbreaks
  Home Monitoring
  Travelogues
  Do‐It‐Y...
… and the “long tail” becomes more important 
                                                                            ...
Our journey starts at a conference called Digital Now in 
                                                                ...
Our Journey…starts with strategy                                                        Our Journey…
                     ...
Building Relationships                    Getting Recognized




                                         Go to where the ...
You can…Ignore it
                     Fight it or
                 Harness it’s power




                               ...
“The best time to plant a tree was 20 years ago, the 
                          second best time is today”
               ...
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Association 2.5 - Keeping Up with a Social Networked World

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May 1, 2009 Session delivered to the ASAE Membership & Marketing Conference in Baltimore, MD. Presented by Don Dea (Fusion Productions) and Tom Hood (MACPA)

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Transcript of "Association 2.5 - Keeping Up with a Social Networked World"

  1. 1. Agenda Where We’ve Been Who’s Online Association Issues/Trends Membership and Marketing Conference Association 2.5: Keeping Up in a Rapidly Changing Social  Digital Technologies Networking World Maryland Association of CPAs Tom Hood, CPA, Executive Director / Chief  Opportunity Executive Officer, MACPA Don Dea, Co‐founder, Fusion Productions April 30, 2009 Summary Connecting Great Ideas and Great People Where we’ve been: Then and now Who’s Online 2000 2008 46% of adults use internet 74% of adults use internet 5% with broadband at home 58% with broadband at home 50% own a cell phone 82% own a cell phone 0% connect to internet  62% connect to internet  wirelessly wirelessly <10% use “cloud” >53% use “cloud” = slow, stationary connections  = fast, mobile connections built  built around  my computer around outside servers and  storage Generations Online in 2009 People Are Talking Gen Y (18‐32) Gen X (33‐44) Younger Boomers (45‐54) Older Boomers (55‐63) Silent Generation (64‐72) GI Generation (73+) 1
  2. 2. The Social Technographics Ladder They are Online with their Social Networks Publish a blog Publish your own Web pages 18% Creators Upload video you created  Upload audio/music you created Write articles or stories and post them Post ratings/reviews of products/services 25% Comment on someone else’s blog Critics Contribute to online forums Contribute to/edit articles in a wiki Use RSS  feeds 12% Collectors Add “tags” to Web pages or photos “Vote” for Web sites online Maintain profile on a social networking site 25% Joiners Visit social networking sites Base: US online adults Source: Forrester Q2 2007  Read blogs Social Technographics Survey Watch video from other users 48% Spectators Listen to podcasts Read online forums Groups include people participating in at least  Read customer ratings/reviews one of the activities monthly. 44% Inactives None of the above Where we are today Key Issues/Trends Generational crossroads Relevancy in recession & membership value New models of engagement Science, technology, management innovation Creating new value as trusted source and connections Global online connectivity/expansion Deepening personalization/customization Economic reset/technology transforming gov’t, business,  assn, governance Multiple degrees of trust/truth‐context creates value Social Networks Web 2.0 Tools: Types People‐Connectors (find and strengthen  relationships) Social Publishing and Info Sharing (publish,  subscribe, discuss and link to what you know) Collaboration and Communication (connect and  work together more powerfully) Building Blocks (SAR) Widgets/GIS Mashups (GIS,  mini‐apps, or sensing technology to expand the  Myspace FaceBook functionality at the point of engagement) Flickr LinkedIn 2
  3. 3. Social Publishing and Networks People Connectors Journals (blogs, podcasts) People‐Finders (LinkedIn/Zoominfo, naymz,  Social Bookmarkers (Del.icio.us) Reunion, Facebook) Photo/Graphics Sharers (Flickr,  Social Network Mappers (InFlow) SlideShare,MySpace) Proximity Locators (Slam,Jambo,enpresence) Memediggers (Digg, Reddit) Affinity Detectors (NTag) Product Evaluators (Wize, Last.fm) Connections (Twitter/Utterz/Pownce) Personal Diaries (FaceBook) Virtual Worlds (2nd Life, Whyville) Semantic Web:Twine Collaboration and Communication Wikis (WikiHealthCare, Medpedia) Organize, Share,  Forums (Yahoo Groups) Discover Project Collaboration (BaseCamp) Facebook ‐ For  Document Collaboration (Google Docs) Your Relationships Mindmaps (Freemind) LinkedIn ‐ For Your  Virtual Presence (Skype, GoToMeeting,vYEW) Career Open Space/Peer Production Twine‐ Knowledge  Semantic Web/Knowledge Networks (Twine, EVRI) Network Semantic Web: EVRI Collaboration 3
  4. 4. Mashups: Pageflakes Building Blocks:Widgets/GIS Mashups/Apps Disease Outbreaks Home Monitoring Travelogues Do‐It‐Yourself Social Networking Applications RSS, Applets Applications Mapping Open Social/Facebook Applications: Evernote Widgets: Engage Patients Web 2.0 Information Overload 4
  5. 5. … and the “long tail” becomes more important  Changing Face of Communications ‐‐ Chris Anderson Flattened Hierarchy Time Shifting Amazon, Rhapsody/iTunes, Netflix Virtual Connections Digital Tools Traffic Convergence 20%‐40% of traffic or sales in the “long tail” Constant Change Privacy Culture Content New School Meets New School “Old School” “New School” Worlds Collide Elements Old School New School Mgt & your org Members, customers,  Sources of Ideas Maryland Association  users Internal resources,  Deep understanding of  Drivers of CPAs products, positioning customer/member  needs Structured & managed Spontaneous & non‐ Interaction linear Go to  Invite members/users to  Strategy member/customer participate Linear and well defined Emergent & serendpic Processes Market research,  Communities, crowd  Methods surveys, focus groups sourcing, peer‐ production, and social  media 5
  6. 6. Our journey starts at a conference called Digital Now in  “If you think about the media environment an average  2007 at a session titled – Association 2.0 American teenager lives in, to walk into a classroom (or  one of our Associations) that doesn’t have any of that  media must be like walking into a desert.” – Steve Maher, High School teacher PBS Special “Growing  = Up On‐line” By 2010, Millenials/Gen Y‐ers will outnumber Baby  Boomers.  Meet our future members? Do you want to be like this? “over 64% of students in  grades K‐12 play online  and/or electronics based  games regularly” “Downloading music is #1 activity  by middle and high school  students” “40% of middle school students and 67% of high  school students have a personal website (Facebook, MySpace, Xanga)” Source: Project Tomorrow – Speak Up 2007 report It’s about the Network Effect Or This? Metcalf’s Law quot;states that the economic value of a network  increases like the square of the number of its  nodes, or the law of increasing returns.  Usually, when people share a piece of  equipment, the return diminishes. When more  people are engaged in the network, more  value is returned to the user.quot; 6
  7. 7. Our Journey…starts with strategy Our Journey… The MACPA is a progressive, professional  Share association dedicated to serving CPAs in the  Maryland region, enabling them to grow,  prosper and remain viable in a dynamic,  rapidly changing environment.               The  Listen & Learn MACPA recognizes the diversity in the CPA  profession and will provide the necessary  resources and services to help its members  maintain the highest level of integrity,  professional ethics and knowledge for the  Communicate benefit of the public and the good of the  profession. Connect – Protect ‐ Connect Achieve Results – By the Numbers Results – By the Numbers Youtube Facebook Defining Americas CPA 5,264 MACPA 83 CPALearning2 564 NYPN 50 Financial Literacy 1,991 Tom Hood 135 Slideshare Linked‐In Professional Issues 1,441 MACPA 220 Web 2.0 & Second Life 2,430 Tom Hood 279 Blogs 10,000 + Podcasts ??? Finding Members Results – By the Numbers Second Life 483 Twitter MACPA 421 Bill Sheridan 613 Tom Hood 1,062 Jackie Brown 130 7
  8. 8. Building Relationships Getting Recognized Go to where the conversation is… Twitter & MACPA IBM Financial Analyst Accounting Assistant Member of NJSCPA Listening = Trust Next Steps… 1. Imagine your organization  A conversation starts  connected to more members  and connecting them to each  with listening… other Blogs – find’em, read  2. Do some homework – where  ‘em, start your own are your members hanging out  Second Life on‐line? 3. Start listening CPALearning2.com 4. Make your case – the cost of  Facebook participation just got lower Linked‐In 5. Use the tools to start the  Plaxo conversations Twitter 8
  9. 9. You can…Ignore it Fight it or Harness it’s power The Big Opportunity… Silo busting Implications: Associations The social graph just connects people Complexity The semantic graph connects everything The semantic graph connects everything Personalization/Segmentation People Integration/Unified network Companies Emails And it uses richer  semantics to enable: Network Effect Places Products Better search Differentiation (Value Proposition) More targeted ads Interests Services Brand (Trust) Smarter collaboration Web Pages Point of Engagement Activities Deeper integration Context & Connections Documents Projects Richer content Events Multimedia Better personalization Groups Summary Summary Value will also be with “trusted source” Social networks will be like air, so consider how you will  Getting started: Commitment, Scale,  operate your organization Workflow, Recognition & Reward, Right  Marketers will pay to reach and influence Each person will have their own “personal CPM” people, Balance management & risk  Social networks will compete to have the best experience  Help Wanted: Leadership Not old vs new, Ensure right people on the bus Value Adds: content, structure, organization, flexibility,  control Difference makers: context, connections, recognition/reward,  quot;Imagination is more important than knowledge.quot; Albert Einstein “Findability” 9
  10. 10. “The best time to plant a tree was 20 years ago, the  second best time is today” Chinese proverb 10

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