Week 5, Day 1 Structural Understanding Of Social Media


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Citizen Marketing, Spreading Ideas, Introduction to Memetics, Iterative Approach, Social Capital, Identity & Control

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  • Everywhere you look these days there are signs that our traditional institutions are having difficulty coping with change.
  • For Duke University’s Nan Lin’s work re: social capital see my e-book: http://socialcapitalvalueadd.com/share-the-scva-ebook
  • http://memeticbrand.com/2008/11/03/canadian-marketing-association-digital-marketing-conference-2008
  • Week 5, Day 1 Structural Understanding Of Social Media

    1. 1. Today’s Agenda <ul><li>Citizen Marketing – Segmenting Markets by Behaviors & Influence </li></ul><ul><li>Spreading Ideas </li></ul><ul><ul><li>Ideas that Spread Win – Seth Godin, Ideavirus </li></ul></ul><ul><ul><li>How Ideas Spread – Intro to Memetics </li></ul></ul><ul><ul><ul><li>replication, variation, natural selection </li></ul></ul></ul><ul><li>3. Iterative Approach </li></ul><ul><li>4. Social Capital </li></ul><ul><li>5. Identity </li></ul><ul><li>6. Mid-Term Exam Launches Feb. 9 </li></ul>
    2. 2. 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.
    3. 3. De architectura – 25 B.C. Canon of Proportions Vitruvian Man 1487
    4. 5. Why not track down Jackie & Ben? Engage them?
    5. 6. = McLuhan
    6. 8. Good blog. Teamed up on Personal Brand
    7. 9. Social Capital
    8. 12. Giving up Control? Gaining Control 
    9. 13. Shel new book Twitterville. Scoble was Evangelist (tech PR) for Microsoft
    10. 14. Not = Filters Fanatics Facilitators Firecrackers
    11. 15. Quantity Quality Personal Brand strategy?
    12. 16. Google 1000 true fans. Read the blog post sometime.
    13. 17. Firecrackers Vs. Influentials
    14. 18. As bandwidth increases so does the % of uploaders.
    15. 19. He skipped Altruism?
    16. 20. Contests Co-Creation Community Tactics & Strategy
    17. 22. 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>
    18. 28. Is social media hot or cool?
    19. 30. Broadcast vs. Social Media
    20. 31. Filter then Publish
    21. 32. Publish then Filter
    22. 35. The Goal loyalists contributions
    23. 39. 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.
    24. 40. 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.
    25. 47. Whuffie is born …
    26. 49. social capital Intrinsic Individual Assets Information Flow Influence Social Credentials Reinforcement of Identity Recognition Extrinsic Collective Assets Trust Network Structure Reputation Authority Sanctions Culture
    27. 51. social sexual . professional religious personal private ethnic political national cultural gender The 5 Things About Me Meme culinary
    28. 52. 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>
    29. 53. 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 @?
    30. 54. Sources in order of appearance: http:// michaelzimmer.org/images/mccluhancartoon.jpg http://www.quarterplay.com/wp-content/uploads/2008/09/price-drop.gif http://laurelpapworth.com/wp-content/uploads/2009/07/war-zone-2-journalist-cartoon.jpg http://farm4.static.flickr.com/3282/2714445193_d13a700d47.jpg http://www.zimbablog.com/zimbuploads/2008/10/creative-freedom-banner.jpg http://plus.maths.org/latestnews/jan-apr07/networks/power.gif http://suewaters.wikispaces.com/file/view/Slide12B.JPG/31092781 http://beyondnessofthings.files.wordpress.com/2007/07/longtail.gif http://vanelsas.files.wordpress.com/2008/06/time-magazine-you.jpg http://www.destination360.com/north-america/canada/images/s/canada-cn-tower.jpg http:// www.craphound.com/images/d_and_o_cover_large.jpg http://4.bp.blogspot.com/_bhsTyxtsL94/SuCk-QzkzCI/AAAAAAAAABo/x5GI4PaE9ug/s1600-h/SMMQ5.bmp