Iterative Approach, Social Capital, Identity


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We related the major concepts of the Tipping Point to their effects in the Long Tail, highlighting why an iterative approach is instrumental to success and social capital - the resources embedded in social media's infrastructure.

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Iterative Approach, Social Capital, Identity

  1. 1. Today’s Agenda <ul><li>1. Social Survey, Media Application & Mid Term Exam Revisit </li></ul><ul><li>Introduction to Personal Brand Camp </li></ul><ul><li>- register, fill out profile </li></ul><ul><li>- event management </li></ul><ul><li>- promotion </li></ul><ul><li>3. Hot Topics </li></ul><ul><li>4. Iterative Approach </li></ul><ul><li>5. Social Capital </li></ul><ul><li>6. Identity </li></ul>
  2. 2. Citizen Marketers <ul><li>Paul Revere’s Ride, 1775 </li></ul><ul><li>Connector </li></ul><ul><li>Maven </li></ul><ul><li>Sales person/charismatic </li></ul><ul><li>Malcolm Gladwell, The Tipping Point </li></ul>Henry Wadsworth Longfellow Paul Revere’s Ride , 1860 <ul><li>inaccurate </li></ul><ul><li>perception becomes reality </li></ul><ul><li>creates a myth </li></ul>
  3. 3. De architectura – 25 B.C. Canon of Proportions Vitruvian Man 1487
  4. 5. In a culture like ours, long accustomed to splitting and dividing all things as a means of control, it is sometimes a bit of a shock to be reminded that in operational and practical fact, 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.
  5. 7. Is social media hot or cool?
  6. 9. Broadcast vs. Social Media
  7. 10. Filter then Publish
  8. 11. Publish then Filter
  9. 13. The Goal loyalists contributions
  10. 17. Factoid: By 2011, 70 per cent of social computing deployments in government that achieve business benefits will do so in unplanned or unexpected ways, according to Gartner, Inc.
  11. 19. Our conventional response to all media, namely that it is how they are used that counts, is the numb stance of the technological idiot. For the ‘content’ of a medium is like the juicy piece of meat carried by the burglar to distract the watchdog of the mind. The effect of the medium is made strong and intense just because it is given another medium as ‘content’. The content of a movie is a novel or a play or an opera. The effect of the movie form is not related to its program content. The ‘content’ of writing or print is speech, but the reader is almost entirely unaware either of print or speech.
  12. 25. Whuffie is born …
  13. 27. social capital Intrinsic Individual Assets Information Flow Influence Social Credentials Reinforcement of Identity Recognition Extrinsic Collective Assets Trust Network Structure Reputation Authority Sanctions Culture
  14. 29. social sexual . professional religious personal private ethnic political national cultural gender The 5 Things About Me Meme culinary
  15. 30. Four Senses of Identity <ul><li>Identity that achieves social footing. </li></ul><ul><li>Identity as role. </li></ul><ul><li>Identity achieved through mismatch or roles. </li></ul><ul><li>Identity achieved through stories. </li></ul>
  16. 31. 23 - Internal buy in 21 – ROI, measurement 13 – tips for starters 11 – best practices 2 – employer branding/recruitment 1 - back to off-line basics, leveraging traditional marketing, tribe, reputation, risk , tools, how to scale, new digital divide , online video Where r we @?
  17. 32. Sources in order of appearance: http:// http://