Taking the plunge a social media workshop

1 Sieu thi dien may Viet Long - www.vietlongplaza.com.vnTaking the PlungeA (participatory) Social Media Workshop eduWeb July 20, 2009 225 e. redwood street baltimore, md 21202 410.837.5555 www.idﬁve.com

2 Sieu thi dien may Viet Long - www.vietlongplaza.com.vnWhat is “Social Media?” 225 e. redwood street baltimore, md 21202 410.837.5555 www.idﬁve.com

3 Exercise #1 Let’s be social! 225 e. redwood street baltimore, md 21202 410.837.5555 www.idﬁve.comDivide the room. Half get pen and paper, the other half don’t. They have to try to get to know each other and then report back atthe end everything they know. 10 minutes

4 “Social media is online content created by people using highly accessible and scalable publishing technologies...its a fusion of sociology and technology, transforming monologues (one to many) into dialogues (many to many) and is the democratization of information, transforming people from content readers into publishers.” Wikipedia Deﬁnition 225 e. redwood street baltimore, md 21202 410.837.5555 www.idﬁve.com

5 “platforms for interaction and networking” Bryan Eisenberg, futurenow 225 e. redwood street baltimore, md 21202 410.837.5555 www.idﬁve.com

6 “Who said this is media? Media is something you can buy and sell. Media contains inventory. Media contains blank spaces.” Ted McConnell, Proctor & Gamble 225 e. redwood street baltimore, md 21202 410.837.5555 www.idﬁve.com

7Marshal McLuhan “The medium is the message.” Media: a technology that affects society not by its content but by its characteristics. 225 e. redwood street baltimore, md 21202 410.837.5555 www.idﬁve.com

8 no “content”... ...but has social effect 225 e. redwood street baltimore, md 21202 410.837.5555 www.idﬁve.com

9 “media” Sender information or data Receiver 225 e. redwood street baltimore, md 21202 410.837.5555 www.idﬁve.com

9 “mass media” Receiver or data tion rma info Sender information or data Receiver info rma tion or d ata Receiver 225 e. redwood street baltimore, md 21202 410.837.5555 www.idﬁve.com

10 social: the interaction of humans with other humansmedia: technology used to store and deliver information or data 225 e. redwood street baltimore, md 21202 410.837.5555 www.idﬁve.com

11 social media Participant or data n rm atio info Participant information or data Participant infor mati on o r dat a Participant 225 e. redwood street baltimore, md 21202 410.837.5555 www.idﬁve.com

12Social Media: technologies that facilitate interactions between humans using information or data. 225 e. redwood street baltimore, md 21202 410.837.5555 www.idﬁve.com

13Social Media:technologies that facilitate conversations 225 e. redwood street baltimore, md 21202 410.837.5555 www.idﬁve.com

14 A (somewhat incomplete) Timeline of Social Media not to scale USENET 1979 listserv Napster ﬂickr 1986 1999 2004 pneumatic post 1865 SecondLife 2003postal servicePersia, 550BC The Palace radio ARPANET Wikipedia 1994 twitter 1891 1969 2001 The WELL Facebook 2006 1985 Friendster 2003 2002 @ MySpace YouTube email Third Voice 2003 2005 1966 BBS IRC 1999 1978 1988 telephone del.icio.us ~1890 2003 telegraph France, 1792 MUD1 Blogger 1978 1999 CompuServe MoveOn 1969 1998 digg epinions 2004 1999 225 e. redwood street baltimore, md 21202 410.837.5555 www.idﬁve.com

15 225 e. redwood street baltimore, md 21202 410.837.5555 www.idﬁve.com

18Information in Social Space 225 e. redwood street baltimore, md 21202 410.837.5555 www.idﬁve.com

19 Exercise #2 Let’s Make a Virus! 225 e. redwood street baltimore, md 21202 410.837.5555 www.idﬁve.comEveryone writes down one short joke, anecdote, trivia fact, etc. on an index card. At the end of the writing period they pass themup to the front. I then shuffle them and hand them out to people. When you get a card if you like it you initial it and pass it on. Ifyou don’t like it then you just hold on to it. At the end we ﬁnd the ones that had the largest number of initials on them. If peoplereally like something you can re-copy it and hand out the copy to someone else.

20 only 15% of viral media ever gets passed on 225 e. redwood street baltimore, md 21202 410.837.5555 www.idﬁve.com

23Memes ๏ units of cultural information ๏ cultural evolution or cultural diffusion ins wk e ๏ subject to natural selection Da en ard sh G R ich elfi ๏ variation Th e S 1976 ๏ competition ๏ mutation ๏ it’s not survival of the fittest, it’s survival of fastest (those best able to spread) 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com

24Viral Transmission Virus Virus Host Virus Virus 225 e. redwood street baltimore, md 21202 410.837.5555 www.idﬁve.com

25TB Transmission 225 e. redwood street baltimore, md 21202 410.837.5555 www.idﬁve.com

26High School Dating 225 e. redwood street baltimore, md 21202 410.837.5555 www.idﬁve.com

27 Graph of The Internet 225 e. redwood street baltimore, md 21202 410.837.5555 www.idﬁve.com

28“The Tipping Point” ๏ “Hubs” Malcolm Gladwell ๏ “Superconnectors” ๏ “Inﬂuentials” ๏ Viral media based on the theory that a few important people in a network can accelerate transmission and acceptance of an idea. 225 e. redwood street baltimore, md 21202 410.837.5555 www.idﬁve.com

29One-to-one Duncan Watts ๏ Memes take hold because culture is ready ๏ Six degrees of separation true, but connectors not important ๏ People inﬂuence others around them ๏ Anybody is just as likely to launch a trend as anyone else 225 e. redwood street baltimore, md 21202 410.837.5555 www.idﬁve.com

30 vs. 225 e. redwood street baltimore, md 21202 410.837.5555 www.idﬁve.com

31 Exercise #3 Parents in social space... Blog search engine link: http://www.aripaparo.com/archive/000632.html 225 e. redwood street baltimore, md 21202 410.837.5555 www.idﬁve.comDepending on internet access in the room, participants can either use their own computers or we can do it collectively on the bigscreen. Either way, the point of the exercise is to pretend that you’re a parent trying to ﬁnd out what “it’s really like” at aparticular school your child has decided to go to. Give everyone 10 minutes to explore social media spaces.

32Social Media: A Taxonomy 225 e. redwood street baltimore, md 21202 410.837.5555 www.idﬁve.com

33Types of Social Media ๏ Networking ๏ Publishing ๏ News ๏ Collaboration ๏ Media Sharing ๏ Reviews/Opinions/Directories ๏ Organizing ๏ Virtual Worlds 225 e. redwood street baltimore, md 21202 410.837.5555 www.idﬁve.com

34Networking ๏ Person-to-person ๏ Personal proﬁles ๏ Group creation ๏ Social & Professional ๏ Making connections ๏ Sharing information & media within circle ๏ Invitation functions 225 e. redwood street baltimore, md 21202 410.837.5555 www.idﬁve.com

36Publishing ๏ Personal tone ๏ Frequent & timely ๏ Text, images, multimedia ๏ Comments ๏ Niche-y, topical ๏ Links/pointers 225 e. redwood street baltimore, md 21202 410.837.5555 www.idﬁve.com

38News ๏ Voting ๏ Links ๏ Commentary ๏ Tagging ๏ Social rewards for content providers 225 e. redwood street baltimore, md 21202 410.837.5555 www.idﬁve.com

40Collaboration ๏ Content Creation ๏ Social governance ๏ Social rewards for creators & editors ๏ Integrated discussion & history ๏ Broad to highly speciﬁc ๏ Project-oriented 225 e. redwood street baltimore, md 21202 410.837.5555 www.idﬁve.com

42Media Sharing ๏ Video, audio, gaming assets, ﬁles ๏ Rating system ๏ Comments ๏ Popularity/Voting ๏ Ease of use ๏ Social rewards for content providers 225 e. redwood street baltimore, md 21202 410.837.5555 www.idﬁve.com

44Reviews/Opinions/Directories ๏ Social rewards for “experts” ๏ Ratings & Voting ๏ Open & anonymous ๏ Consumer-oriented (reviews & opinions) ๏ Topic-oriented (directories) 225 e. redwood street baltimore, md 21202 410.837.5555 www.idﬁve.com

46Organizing ๏ Cause-oriented ๏ Advocacy ๏ Include features of other social media ๏ Discussion/debate ๏ Grassroots/Astroturf ๏ Fundraising 225 e. redwood street baltimore, md 21202 410.837.5555 www.idﬁve.com

48Virtual Worlds/Communities ๏ Community ๏ “Virtual” environments (though not necessarily graphic) ๏ Anonymity ๏ Social interaction ๏ Some corporate/organizational use ๏ High dropoff rate 225 e. redwood street baltimore, md 21202 410.837.5555 www.idﬁve.com

50 Exercise #4 Hunting the Wily Prospect 225 e. redwood street baltimore, md 21202 410.837.5555 www.idﬁve.comParticipants have to brainstorm ideas for where their prospects (graduate/undergraduate/other) hang out online and based onwhat we’ve learned try to develop a list of potential social media targets for interacting with their prospects. Develop list (10minutes) and discuss.

51Using Social Media 225 e. redwood street baltimore, md 21202 410.837.5555 www.idﬁve.com

52 Why?* *the big question 225 e. redwood street baltimore, md 21202 410.837.5555 www.idﬁve.com

53Typical Communications Goals ๏ Awareness ๏ Generating Leads ๏ Converting to Enrollments ๏ Development (and Alumni) ๏ Community Relations ๏ Retention 225 e. redwood street baltimore, md 21202 410.837.5555 www.idﬁve.com

54 Relationships! 225 e. redwood street baltimore, md 21202 410.837.5555 www.idﬁve.com

55Characteristics of Social Media๏ Two-way๏ Many-to-many๏ Informal๏ Personal๏ Interactive๏ Open* *I’m going to fudge on this a bit.๏ Continuous๏ Collaborative 225 e. redwood street baltimore, md 21202 410.837.5555 www.idﬁve.com

56 “Chaos is a friend of mine.” Bob Dylan 225 e. redwood street baltimore, md 21202 410.837.5555 www.idﬁve.com

57“there are inherent limits to our understanding and predicting the future at all levels of complexity” Ziauddin Sardar Chaos: A Graphic Guide 225 e. redwood street baltimore, md 21202 410.837.5555 www.idﬁve.com

58Relationships: 225 e. redwood street baltimore, md 21202 410.837.5555 www.idﬁve.com

58 commitmentRelationships: 225 e. redwood street baltimore, md 21202 410.837.5555 www.idﬁve.com

58 commitment honestyRelationships: 225 e. redwood street baltimore, md 21202 410.837.5555 www.idﬁve.com

58 commitment honesty two-wayRelationships: 225 e. redwood street baltimore, md 21202 410.837.5555 www.idﬁve.com

58 commitment honesty two-wayRelationships: episodic 225 e. redwood street baltimore, md 21202 410.837.5555 www.idﬁve.com

58 commitment honesty two-wayRelationships: episodic common interests 225 e. redwood street baltimore, md 21202 410.837.5555 www.idﬁve.com

58 commitment honesty two-wayRelationships: episodic common interests take work 225 e. redwood street baltimore, md 21202 410.837.5555 www.idﬁve.com

58 commitment honesty two-wayRelationships: episodic common interests take work require trust 225 e. redwood street baltimore, md 21202 410.837.5555 www.idﬁve.com

59Uses of Social Media Person-to-Person Relationships ๏ Networking Organizing ๏ Publishing Sharing Experiences Discussions ๏ News Gathering & Distributing Information ๏ Collaboration Creating “Buzz” Communicating Experience ๏ Media Sharing Collaborating on Projects ๏ Reviews/Opinions/ Inﬂuencing Choices Directories Providing Guidance Fostering Common Interests ๏ Organizing Raising Awareness ๏ Virtual Worlds Raising Money 225 e. redwood street baltimore, md 21202 410.837.5555 www.idﬁve.com

60 Exercise #5 Brainstorm! 225 e. redwood street baltimore, md 21202 410.837.5555 www.idﬁve.comParticipants break up into groups to tackle a particular communications problem and brainstorm a social media idea to addressthat issue. After 10 minutes, present ideas and discuss.

61Brainstorming Tasks ๏ Group 1: Awareness ๏ Group 2: Generating Leads ๏ Group 3: Converting to Enrollments ๏ Group 4: Development (and Alumni) ๏ Group 5: Community Relations ๏ Group 6: Retention 225 e. redwood street baltimore, md 21202 410.837.5555 www.idﬁve.com

61Brainstorming Tasks ๏ Networking ๏ Group 1: Awareness ๏ Publishing ๏ Group 2: Generating Leads ๏ News ๏ Group 3: Converting to Enrollments ๏ Collaboration ๏ Group 4: Development (and Alumni) ๏ Media Sharing ๏ Group 5: Community Relations ๏ Reviews/Opinions/ Directories ๏ Group 6: Retention ๏ Organizing ๏ Virtual Worlds 225 e. redwood street baltimore, md 21202 410.837.5555 www.idﬁve.com

62Case Studies 225 e. redwood street baltimore, md 21202 410.837.5555 www.idﬁve.com

64UMBC 225 e. redwood street baltimore, md 21202 410.837.5555 www.idﬁve.com

65Rollins College • According to a Rollins 2008 survey of accepted students, 28 percent reported reading the R- Journals during the admission process. • 6,316 different people visited the R-Journals Web site during the 2007-08 academic year. • 7,908 Total Visits • 6,316 Absolute Unique Visitors • 31,587 Pageviews • 00:02:22 Time on Site • 3.99 Average Pageviews • 41.26% Bounce Rate • 80.01% New Visits 225 e. redwood street baltimore, md 21202 410.837.5555 www.idﬁve.com

66MoveOn.org 225 e. redwood street baltimore, md 21202 410.837.5555 www.idﬁve.com

67 Why? 225 e. redwood street baltimore, md 21202 410.837.5555 www.idﬁve.com

67 “Hope is not a strategy.” Rick Page 225 e. redwood street baltimore, md 21202 410.837.5555 www.idﬁve.com

68 ๏ Social media: technologies that facilitate conversations 225 e. redwood street baltimore, md 21202 410.837.5555 www.idﬁve.com

68 ๏ Social media: technologies that facilitate conversations ๏ It’s all about relationships 225 e. redwood street baltimore, md 21202 410.837.5555 www.idﬁve.com

68 ๏ Social media: technologies that facilitate conversations ๏ It’s all about relationships ๏ It’s a commitment 225 e. redwood street baltimore, md 21202 410.837.5555 www.idﬁve.com

68 ๏ Social media: technologies that facilitate conversations ๏ It’s all about relationships ๏ It’s a commitment ๏ Use the right tool for the job 225 e. redwood street baltimore, md 21202 410.837.5555 www.idﬁve.com

68 ๏ Social media: technologies that facilitate conversations ๏ It’s all about relationships ๏ It’s a commitment ๏ Use the right tool for the job ๏ “Social” doesn’t have to equal “Public” 225 e. redwood street baltimore, md 21202 410.837.5555 www.idﬁve.com

68 ๏ Social media: technologies that facilitate conversations ๏ It’s all about relationships ๏ It’s a commitment ๏ Use the right tool for the job ๏ “Social” doesn’t have to equal “Public” ๏ Have a reason for what you’re doing 225 e. redwood street baltimore, md 21202 410.837.5555 www.idﬁve.com

68 ๏ Social media: technologies that facilitate conversations ๏ It’s all about relationships ๏ It’s a commitment ๏ Use the right tool for the job ๏ “Social” doesn’t have to equal “Public” ๏ Have a reason for what you’re doing ๏ Your reasons are never going to be as important to them as they are to you 225 e. redwood street baltimore, md 21202 410.837.5555 www.idﬁve.com

68 ๏ Social media: technologies that facilitate conversations ๏ It’s all about relationships ๏ It’s a commitment ๏ Use the right tool for the job ๏ “Social” doesn’t have to equal “Public” ๏ Have a reason for what you’re doing ๏ Your reasons are never going to be as important to them as they are to you ๏ You can’t control it. Get over it. 225 e. redwood street baltimore, md 21202 410.837.5555 www.idﬁve.com

69Exercise #6Go do it! 225 e. redwood street baltimore, md 21202 410.837.5555 www.idﬁve.com

70 Let’s Talk! sean.carton@idﬁve.com 225 e. redwood street baltimore, md 21202 410.837.5555 www.idﬁve.com

Taking the plunge a social media workshop

by Việt Long Plaza

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