CASE Summer Institute for Advancement

Travis

Social Media | + -- Social Networking

S RK O E TW N L A CI SO http://manyeyes.alphaworks.ibm.com/manyeyes/

Social media is the combination of people gathering together using technology that allows for the sharing of words, pictures and videos to create engagement and and the opportunity for shared meaning. --96.229.37.254 (talk) 20:37, 4 April 2009 (UTC)

1. Evolution 2. Cluetrain 3. Evidence

medium > mass mediums > social mediums

“an industry was born—the rapid distribution of information as never before achieved, nor dreamed possible.”

“What Gutenberg actually achieved was the democratization of knowledge.”

Mass Media 1600s

Mass Media

Social Media

medium > mass mediums > social mediums

A powerful global conversation has begun. Through the Internet, people are discovering and inventing new ways to share relevant knowledge with blinding speed. As a direct result, markets are getting smarter—and getting smarter faster than most companies. 1999

only thing on your mind. IN 81. Have you noticed that, in itself, money is kind of one-dimensional A and boring? What else can we talk about? R 82. Your product broke. Why? We'd like to ask the guy who made it. Your T E corporate strategy makes no sense. We'd like to have a chat with 95 U your CEO. What do you mean she's not in? L 83. We want you to take 50 million of us as seriously as you take one C reporter from The Wall Street Journal. 84. We know some people from your company. They're pretty cool online. Do you have any more like that you're hiding? Can they come out and play? 85. When we have questions we turn to each other for answers. If you didn't have such a tight rein on "your people" maybe they'd be among the people we'd turn to. 86. When we're not busy being your "target market," many of us are your people. We'd rather be talking to friends online than watching the clock. That would get your name around better than your entire million dollar web site. But you tell us speaking to the market is Marketing's job. 87. We'd like it if you got what's going on here. That'd be real nice. But it would be a big mistake to think we're holding our breath. 88. We have better things to do than worry about whether you'll change in time to get our business. Business is only a part of our lives. It seems to be all of yours. Think about it: who needs whom? 89. We have real power and we know it. If you don't quite see the light, some other outfit will come along that's more attentive, more interesting, more fun to play with. 90. Even at its worst, our newfound conversation is more interesting than most trade shows, more entertaining than any TV sitcom, and certainly more true-to-life than the corporate web sites we've been seeing. 91. Our allegiance is to ourselves—our friends, our new allies and acquaintances, even our sparring partners. Companies that have no part in this world, also have no future. 92. Companies are spending billions of dollars on Y2K. Why can't they hear this market timebomb ticking? The stakes are even higher. 93. We're both inside companies and outside them. The boundaries that separate our conversations look like the Berlin Wall today, but they're really just an annoyance. We know they're coming down. We're going to work from both sides to take them down. 94. To traditional corporations, networked conversations may appear confused, may sound confusing. But we are organizing faster than they are. We have better tools, more new ideas, no rules to slow us down. 95. We are waking up and linking to each other. We are watching. But we are not waiting.

IN A R T E 95 U L C New Rules!

IN A R C L U E T “The Internet is enabling conversations .. that were simply not possible in the era of mass media”

IN A R L U E T “Markets are [now] Conversations” C

IN A “Conversations sound human” R T E U L C

IN A R T E U L C “There are no secrets. The .. market knows more than [schools] do about their own [programs]. And whether the news is good or bad, they tell everyone.” http://www.ﬂickr.com/people/59953599@N00/

A powerful global conversation has begun. Through the Internet, people are discovering and inventing new ways to share relevant knowledge with blinding speed. As a direct result, markets are getting smarter—and getting smarter faster than most companies.

by Jonathan Harris and Sep Kamvar

Looking for feelings from people in the last few hours.

Technorati is an Internet search engine for searching blogs, competing with Google and Yahoo. As of June 2008, Technorati indexes 112.8 million blogs and over 250 million pieces of tagged social media.

http://ﬂickrvision.com

http://twittervision.com

http://monitter.com/

http://search.twitter.com

Web 1.0 2.0 Transformations Web 1.0 Web 2.0 Read Write Publishing Participating Tagging - Taxonomy Tagging - Folksonomy Stickiness Syndication Content Management Wiki’s & Blogs Shutterﬂy/Ofoto Flickr Britannica Wikipedia 50

Participation

annual monthly views sessions pages visits hits unique daily impressions monthly

How many people visited our site? 12,000 Total 9,000 6,000 Unique 3,000 0 07 07 07 07 07 07 07 07 07 07 07 08 08 20 20 20 20 20 20 20 20 20 20 20 20 20 1 1 r1 1 1 l1 1 1 1 1 1 1 1 b ar ay n g p ct v c n b Ju Ap No De Ju Ja Au Fe Se Fe O M M Source: Eagle Hill School (August 2007 - February 2008) OMNITURE

Web Inquiries 70 60 50 40 30 20 10 0 Sept Oct Nov Dec Jan Feb 2006/07 2007/08

How many people participated our site? 50 38 25 13 0 8 08 08 8 08 08 08 08 08 09 09 09 00 00 20 20 20 20 20 20 20 20 20 20 r2 l2 ay n g p ct v c n b ar Ju Ap No De Ju Ja Au Se Fe O M M Source: Proctor Academy/Chuck’s Corner Commnets (April 2008 - March 2009)

What’s the Participation Recipe? One part tool. Two parts creativity.

1 E L P M A X E Old Paradigm Online Tour guides Frequently Asked Questions 59

Q FA LD O 60

Q FA EW N

Ways to Participate Comments - News - Micro-sites - Event-sites - Blogs Social Networks Social Media Social Distribution WHIPPLEHILL

Comments News

Comments Micro-site Example One

Comments Micro-site Example Two

Hall of Fame WHIPPLEHILL

Hall of Fame RY OR MEMO TH OUGHT S SU BMIT A & PHOTO TION AL INFO SUBMIT ADDI WHIPPLEHILL

ﬁrs s. king around campu g raduation wal ger 2 /27/2 006 - Jon Youn s later it is Bob th at ran brook 15 year Loo king back at C lcom e always, and at s mile warm we come s to mind. Gre n. I miss you B ob! rso taught me to be my own pe ing 27/2005 - Ben jamin Keyserl an were when I 12/ ffm me s I saw Mr. Ho A ltho ugh the only ti r. Winter or whe nI ad monished by M wa s waiting to be alw ays worked to absence slip, he was picking up an wh en one is abou t to ter (as is desirable d ma ke my day bet also remain amaze de an of boys). I be y elled at by the oun ce my last nam e. o spell and pron by his ability t ett 9/11/20 05 - Paul Over to have class. how Bob Hoffman , he taught us MORY O UGHT OR ME SUBMIT A TH WHIPPLEHILL

Hall of Fame RY OR MEMO TH OUGHT S SU BMIT A & PHOTO TION AL INFO SUBMIT ADDI WHIPPLEHILL

Comments Event Driven Micro-sites

Tiger Day: The Totals are In! We are delighted to report that Tiger Day 2009 was deﬁnitely a roaring success. Thanks to the alumni, parents, faculty, and friends of Woodberry Forest who supported Woodberry's Amici Fund during the March 25 Tiger Day campaign, we surpassed our goal, raising $107,328 and securing 255 gifts. We are deeply grateful to everyone for "showing their stripes" and supporting Woodberry Forest School so generously. Go Tigers!

Comments Blogs

5/23/2003 at 1:26:46 PM - 12/3/2002 at 1:00:00 AM - OLIN POTTER David Goodsell AS A MEMBER OF CLASS OF 43 I I never knew this piece of history about my TOO COMPLETED A ROW BOAT OF father. I am so amazed that he did such a WHAT LOOKS TO BE THE SAME: wonderful thing so many years ago. Wow STEAM BENT OAK RIBS WITH how exciting to see this happening. To all EDGE-NAILED PLANKS (TOUGH TO the students at Proctor I commend you on TRIM TO SHAPE) IT HAD A LITTLE your ﬁne work. You are true Gentlemen SKEG, FLOATED WELL BUT WAS A and Ladies. Keep sailing!!!!!!! Ahoy There BIT TIPPY. COULD PROBABLY FIND Mates David E Goodsell Ft Worth, Texas A PHOTO OF IT IN USE IF THERE IS ANY INTEREST. OLIN POTTER 3/9/2003 at 1:00:00 AM - Nancy (Heywood) Boileau It was so nice to turn over the boat to where it was built by my cousin Fred Goodsell. It makes our hearts warm to know this was the right thing to do for our lost families. We hope to see the little boat on our swing through New England this coming Fall. Paul & Nancy Boileau Burlington, Vermont WHIPPLEHILL

5/24/2003 at 11:33:34 PM - 5/24/2003 at 8:43:45 PM - Alfred Goodsell Ruth & Rex McVay I received the invite from Lou and if it was How wonderful of all of you to restore in my power to be there I would, however Alfred Goodsells little boat and to honor my thoughts are with you at Proctor on him by bringing the "Little Boat Home "on the 14th, Olin I know that you will be your reunion. We all wish his health would there so you can speak for me . Those allow him to be there-his spirit will be I am were some of the Happiest days of my sure of that. We are very proud of him and life being a part of the student body at happy for him to be able to hear about this Proctor with the teachers Roland {PETE} honor. Thank you Procter. Sincerely Alfed Burbank and his wife Connie, Lee Henry, Goodsells sister and brother in-law. Bill Holts, Lyle Farrell , and Cap't. Rounds in the Shop. I wouldn't give the memories up for the world, and I am so happy to be a part of the Proctor History. 11/16/2007 at 7:40:36 PM - Connie Cauchon Thanks for making my father a real piece of history. He has always been a special person to me but this makes him more special than ever. Thanks again for restoring his Little Boat. WHIPPLEHILL

3 E L P M A X E

3 E L P M A X E 1 minute 47 seconds in the ﬁrst 48 hrs post Katrina a comment was posted on their site every 1 minute 47 seconds

3 E 9/8/2005 at 7:25:49 PM - L Ann Abbrecht- Hey Advissees! Log P M in and give me your e-mail addresses or A X just e-mail me at Nakanawa@aol.com. I miss 9/8/2005 at 9:23:37 AM - E you guys and want to know where you are and Doug Prechter- I am offically going what you are doing. So, Mica, Nadine, Jason, to Episcopal in Houston. Jenny, Jessy, Matt, Sara, Helena, Megan, Ethan, Will, and Raine, Tracy, the Popplers, and Evan Hunter Andrew, please keep in touch because second are also here, maybe more. Marc Cordes, we semester is not as far off as you think. need you to come here so we can complete our Take care, Ms. A secondary. I went to Memorial the last two days, but i have landed at EHS for good, sorry henry and andrew. I will see you guys around. 9/8/2005 at 9:17:48 AM - Ian Gracey- 9/8/2005 at Newman Students: The Lawrenceville School, 4:08:49 PM - kRYSTEN WADE- which is located just outside of Princeton, New Hey all, i miss u sooooooo much and Jersey still has some spots available for students this Katrina makes me realize how much i displaced by Hurricane Katrina. Associate Dean of actually LOVE Newman! Ha!I was at Clear Admission, Ian Gracey, is currently in Houston and can Brook High School but now im going to a be reached for a meeting on Thursday (all day) or boarding school called Brenau Academy in Friday morning. His cell is 609 635 2031. You may Gainsville, Ga. kk call me at also call the school directly: 800 735 2030 and (281)992-0739. k-luv yall bye visit our website: www.lawrenceville.org. Krysten

3 E L P M A X E

</comments>

Social Networks Facebook

WHIPPLEHILL

Two Ways To Leverage Facebook ✓ Learn “Public Proﬁles” ✓ Social Distribution Implement “Facebook Connect” WHIPPLEHILL

Tag you’re it!

http://manyeyes.alphaworks.ibm.com/manyeyes/

Social Media

People Formally Known as the Audience

What is it? blogs & RSS students, teachers, parents contributing on ﬂickr, wikis, blogs, youtube,

Social Distribution

2 examples “Share This” Widget “Fan Box” Facebook Connect

Social Distribution

http://manyeyes.alphaworks.ibm.com/manyeyes/

December 2008 WHIPPLEHILL

Real Identity

Social Distribution

Questions? Comments - News - Micro-sites - Event-sites - Blogs Social Networks Social Media Social Distribution WHIPPLEHILL

Takeaways Your Audience Craves Reality Trivial is good Short Shelf-life = Honesty Photos, Photos, Concise Text, more Photos Invite Conversation! Use Social Media to Drive Trafﬁc Back to your Site

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CASE Summer Institute for Advancement

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CASE Summer Institute for Advancement Presentation Transcript