Intro to social media, sm strategy & sm in gov.


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My 3 hour workshop presentation for Social Media for Government conference, Toronto, January 31, 2011

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  • For Duke University’s Nan Lin’s work re: social capital see my e-book:
  • Publishing has effects. It is key to breaking down silos. A new accountability. Knowledge transfer. This is key to how credibility is established both internally, across the organisation and externally.
  • Individual empowerment leads to entirely new management challenges and requires different management methods to thrive.
  • Strategies to manage online identity.
  • Strategies to manage online identity.
  • Strategies to manage online identity.
  • In the following slides we talk about strategies or key considerations to keep in mind as you seek to manage in the context of broadband connectivity. Up until this point we have emphasized the implications of understanding online identity as we move into the Enterprise 2.0 era. But, before we head into these key factors, we want each of you to understand that the strategic considerations that we are about to lay out are critical for your position within the company. Critical to serving the company well. They are also critical in terms of coping with information, learning and your own personal and professional development in times of rapid change.
  • Strategies to manage online identity. Social media … social networks are divided into “insiders” and “outsiders” … understand the shibboleths and culture to meet expectations.
  • Strategies to manage online identity.
  • Strategies to manage online identity. Advancing project proposals for example.
  • Strategies to manage online identity. Why people share altruistic stories.
  • Strategies to manage online identity. Complaining gets attention but it does not typically build social capital.
  • Strategies to manage online identity.
  • Strategies to manage online identity.
  • Strategies to manage online identity.
  • Strategies to manage online identity.
  • Strategies to manage online identity.
  • Strategies to manage online identity.
  • Strategies to manage online identity.
  • Strategies to manage online identity. Switching.
  • - Quantity and quality of journal quality news
  • Strategies to manage online identity.
  • Why isn’t this articulated as the top management priority in every major corporation?
  • We deal with information overload by subliminating everything upon receipt. Truncated Attention.
  • There is great competition for our attention.
  • But when we switch attention modes, we move quickly with lazer focus so get ready!
  • Intro to social media, sm strategy & sm in gov.

    1. 1. Understanding Social Media Strategies & Trends Social Media for Government Jan.31, 2011 What’s with the dog?
    2. 2. Today’s Agenda <ul><li>Welcome & Introductions </li></ul><ul><li>What is Social Media? </li></ul><ul><li>Social Media Strategy </li></ul><ul><li>Social Media for Government: 13 Trends </li></ul><ul><li>. </li></ul>
    3. 3. To connect with me Google “Michael Cayley” Connect via twitter: @MichaelCayley @MemeticBrand #gov2.0 #opengov #cdnpoli #changecamp #sm4gov
    4. 5. Social Application Overload “ Like drinking from a fire hose”
    5. 10. social network applications
    6. 11. blogs
    7. 12. RSS
    8. 13. RSS Readers
    9. 14. Podcasts and Vlogs
    10. 15. Wikis Forums Content Communities
    11. 16. micro-blogging
    12. 17. mash ups
    13. 18. links and trackbacks
    14. 19. Can’t we just go back to basics?
    15. 24. What do you think social media is?
    16. 25. <ul><li>What is “social” “media” … an extension of ourselves. How we make meaning </li></ul><ul><li>together. </li></ul><ul><li>Cliques or small worlds or “publics” or “target markets” or customer segments </li></ul><ul><li>influencers, boundary spanners </li></ul><ul><li>loyalists, luddites, late adoptors </li></ul><ul><li>social capital (bonding & bridging) (strength of weak ties) </li></ul><ul><li>(dark side of social capital) </li></ul><ul><li>meaning through broadcast (distilling, abbreviation, eliminating complexity) </li></ul><ul><li>vs. </li></ul><ul><li>social media (opening up complexity, </li></ul><ul><li>truncated vs. deep dive attention) </li></ul>Learning to Observe Social Networks
    17. 26. Social Media Strategies
    18. 27. At first new media will look like a predecessor (tv like radio, email like letters) but it eventually it morphs into something completely different. Key Messages from McLuhan
    19. 30. Be honest. How do you feel?
    20. 31. Key Messages from McLuhan The medium is the message. This is merely to say that the personal and social consequences of any medium – that is, of any extension of ourselves – result from the new scale that is introduced into our affairs by each extension of ourselves, or by any new technology.
    21. 38. Optimizing for social capital Intrinsic Individual Assets Information Flow Influence Social Credentials Reinforcement of Identity Recognition Extrinsic Collective Assets Trust Network Structure Reputation Authority Sanctions Culture
    22. 40. Who will lead the change?
    23. 48. Listen
    24. 49. Influentials?
    25. 50. Visibility - Findability
    26. 52. Social Etiquette
    27. 53. Authentic Voice the voice
    28. 55. Altruism
    29. 56. Ego & Power
    30. 60. Four Senses of Identity Social Footing
    31. 61. Four Senses of Identity Role
    32. 62. Four Senses of Identity Mismatch of Roles
    33. 63. Four Senses of Identity Achieved through Story Telling
    34. 64. social sexual . professional religious personal private ethnic political national cultural gender The 5 Things About Me Meme culinary
    35. 66. Broadcast vs. Social Media
    36. 71. Filter then Publish
    37. 72. Publish then Filter
    38. 73. The Goal loyalists contributions
    39. 77. Giving up Control? Gaining Control 
    40. 78. 13 Trends in Social Media for Government Institute for the Future A Planet of Civic Labratories
    41. 81. Key Messages from McLuhan “ Narcotic numbness”
    42. 87. Thank you! michael cayley @memeticbrand @michaelcayley
    43. 88. an unconference at work
    44. 89. Sources in order of appearance: