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How To Monitor Community Conversation, Distinguish Opinion Leaders And Become Successful Ambassadors To Online Communities While Building Your Organization's Reputation Eric Eckl July 14, 2008

Who Are You?

Sound Familiar?

How Good Is This Video?

How Good Is This Video?

Are You Dying to Know This?

Are You Dying to Know This?

Does He Really Have That Many Friends?

Take Aways Runaway successes in social media begin with good social etiquette. In social media, things become popular because the people who created them are popular The first step to becoming popular yourself is to help others make their work popular After you help others, they will return the favor

Runaway successes in social media begin with good social etiquette.

In social media, things become popular because the people who created them are popular

The first step to becoming popular yourself is to help others make their work popular

After you help others, they will return the favor

Agenda Part One: Public Discourse 2.0 Part Two: Meet the Online Influentials Part Three: Social Etiquette of Social Media Part Four: Five Tough Questions/ Q&A

Part One: Public Discourse 2.0

Part Two: Meet the Online Influentials

Part Three: Social Etiquette of Social Media

Part Four: Five Tough Questions/ Q&A

Part One: Public Discourse 2.0

Let’s Play Telephone

Let’s Play Telephone Hear the story Tell the story to the person sitting next to you at the table Tell the person who told you that you told somebody else

Hear the story

Tell the story to the person sitting next to you at the table

Tell the person who told you that you told somebody else

Person shares post from listserv with her class – and tells the person who posted it

Why Invest the Effort?

Source: Advertising Age, 2008

Part Two: Meet the Online Influential

Online Influential Traits Opinionated Independent Provocative Disciplined Specialized

Opinionated

Independent

Provocative

Disciplined

Specialized

Joy Towles Ezell, Listserver Moderates 3 listservs 10-20 messages daily 1-2 hours research daily Seeks leadership opportunities Will provoke others to speak up

Moderates 3 listservs

10-20 messages daily

1-2 hours research daily

Seeks leadership opportunities

Will provoke others to speak up

Tom Elko, Blogger 10-20 posts weekly 1-2 hours research daily Declined employment offers to preserve independence Relishes debate among fellow bloggers

10-20 posts weekly

1-2 hours research daily

Declined employment offers to preserve independence

Relishes debate among fellow bloggers

Glenn McAnamana, Meetup.com Formed – and leads – citizens’ group in NYC Recruits members via Meetup.com 1-3 hours daily

Formed – and leads – citizens’ group in NYC

Recruits members via Meetup.com

1-3 hours daily

The_real_yaki, Craigslist 1-3 hours daily Hides activity from employer Relishes exchange of opinions on bulletin boards

1-3 hours daily

Hides activity from employer

Relishes exchange of opinions on bulletin boards

Ginny C., Care2 News Network 1-3 hours daily Says Care2 friends are just like real world friends Methodically gathers possible story ideas Clear definition of what she wants to post

1-3 hours daily

Says Care2 friends are just like real world friends

Methodically gathers possible story ideas

Clear definition of what she wants to post

Online Influential Traits Opinionated Independent Provocative Disciplined Specialized

Opinionated

Independent

Provocative

Disciplined

Specialized

The Pareto Principal

“ The Influentials” concept first recognized in the 1940s.

“… comprise 10% of the adult online population…”

“We estimate that Online Political Citizens are about 7% of the population…”

“Online individuals who forward advice do so to an average of 5 to 20 individuals…”

What does this mean for you? A few home runs Lots of strikeouts Not much in between

A few home runs

Lots of strikeouts

Not much in between

Part Three: The Social Etiquette of Social Media

A Refresher on Social Etiquette

Blogger Social Etiquette Email Comment Links (Post) Links (Blogroll)

Email

Comment

Links (Post)

Links (Blogroll)

#1: Email

#2: Comment

#2 Comments

Incoming Links Matter

#3 Links (Post)

#4 Links (Blogroll) Water Words blogroll Watercruch blogroll

The Hierarchy of Flattery Email Comment Post Blogroll

Email

Comment

Post

Blogroll

Social Etiquette Elsewhere

Digg Everything on Digg — from news to videos to images to Podcasts — is submitted by our community (that would be you). If your submission rocks and receives enough Diggs, it is promoted to the front page for the millions of our visitors to see.

Digg

YouTube YouTube is the leader in online video, and the premier destination to watch and share original videos worldwide through a Web experience. YouTube allows people to easily upload and share video clips on www.YouTube.com and across the Internet through websites, mobile devices, blogs, and email.

YouTube

MySpace MySpace is an online community that lets you meet your friends' friends. Create a community on MySpace and you can share photos, journals and interests with your growing network of mutual friends!

MySpace

Social Etiquette Exercise Find an example of each of the behaviors Rank all of the behaviors, from most casual to most committed Discuss among your group: How could you identify an influential member of your online online community?

Find an example of each of the behaviors

Rank all of the behaviors, from most casual to most committed

Discuss among your group: How could you identify an influential member of your online online community?

Five Tough Questions for Government Employees

How will government attitudes towards social media change over the next five years? How about the next ten years?

Are comments on a government blog fundamentally different from those submitted during a comment period on a proposed action?

How could you demonstrate to a blogger or other online influential that you are listening to them ?

How could you tell if a blogger or other online influential is worth paying attention to?

How is freedom of speech on the Internet different from Freedom of the Press?

Take Aways Runaway successes in social media begin with good social etiquette. In social media, things become popular because the people who created them are popular The first step to becoming popular yourself is to help others make their work popular After you help others, they will return the favor

Runaway successes in social media begin with good social etiquette.

In social media, things become popular because the people who created them are popular

The first step to becoming popular yourself is to help others make their work popular

After you help others, they will return the favor