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Planningness 2010 ... Barak Kassar, Rassak Experience


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A digital community organizing workshop

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Planningness 2010 ... Barak Kassar, Rassak Experience

  1. 1. Digital Brand Building and Communications<br />San Francisco | Barcelona<br />DIGITAL COMMUNITY ORGANIZING<br />Leveraging Social Networks <br />Barak Kassar,<br />
  2. 2. I was minding my own business yesterday in SF<br />
  3. 3. Hmmmmmmmm Mark!<br />IMPROVISING<br />
  4. 4. I’ve learned to be open to what comes thru my social nets<br />
  5. 5. It’s often interesting!<br />
  6. 6. Context: Rassak has helped big brands --- and startups that have put the 2.0 in web 2.0<br />If you’re interested:<br />
  7. 7. My entry point into new media. <br />
  8. 8. Oldest media I’ve experienced. Animals (content) and walls (media/tech) didn’t change for 5,000 years! They had time to figure out how to leverage it.<br />JackVersloot<br />
  9. 9. Now there is new content every second… and new media/tech almost as fast.<br /><ul><li>700 FB status updates per sec
  10. 10. 600 tweets per sec</li></ul>[Context: 34,000 Google searches per sec]<br />
  11. 11.
  12. 12. The woman next to me<br />wants to know. She’s a community manager for a tech company with 1000 techy customers.<br />
  13. 13. Apps [like this one that asks people to donate their FB status to a “message engine”] are powerful. They’re one way to build leverage<br />Bonus Content: Of Qassams and Whoppers<br />
  14. 14. So is plain old organizing!!! That’s what we’re going to talk about. <br />
  15. 15. Before we go on, please “friend” me on FB [I’m not only telling… I’m showing]<br />
  16. 16. And SOME of you please“like” Rassak Experience<br />How cool is this stamp? You can get your own from Nation in the UK<br />
  17. 17. Digital Community Organizing Checklist<br />Ask yourself what a community is<br />Ask why you are building a community (the non-selfish reason)<br />Be clear about the selfish reason(s) too<br />Map your community/network<br />Acquire your tools<br />
  18. 18. What is community? <br />What Is Community? A reminder from a sign outside a church in San Francisco<br />
  19. 19. What is community? <br />
  20. 20. What is community? <br />
  21. 21. What is community? <br />
  22. 22. What is community? <br />
  23. 23. Why building?<br />Why? The Unselfish Version. In our case it’s “spread knowledge, promote cool and effective efforts, connect people”<br />For Rassak… helping people/orgs express themselves<br />For Zibkids… helping parents make their kids stronger.<br />And kids to grow up stronger<br />For BV… to connect parents .. Also to make kids stronger by making<br />Parents stronger<br />
  24. 24. Why building?<br />Why? The Selfish Version. New and repeat business!!!<br />For Rassak… helping people/orgs express themselves<br />For Zibkids… helping parents make their kids stronger.<br />And kids to grow up stronger<br />For BV… to connect parents .. Also to make kids stronger by making<br />Parents stronger<br />
  25. 25. Visualizing<br />Map your community and social networks. I don’t mean just geographically.<br />
  26. 26. Location, location, location --- distribution distribution distribution<br />Mapping helps you understand that Location, Location, Location = Distribution, Distribution, Distribution<br />
  27. 27. Tools*<br />Ears<br />Smile<br />Shoes<br />Strong Arm<br />Cellphone Camera<br />*please note: first four items are NOT digital at all<br />
  28. 28. First four tools for digital community organizing are NOT digital<br />1. Ears<br />
  29. 29. Lachlan hardy<br />2. Walk Around<br />
  30. 30. Ernst Moeksis<br />3. Smile<br />
  31. 31. Bervely andPacl<br />4. Strong Arm*<br />*artfully and gently<br />
  32. 32. Let Ideas Compete<br />5. Cameraphone<br />
  33. 33. Let Ideas Compete<br />5. Cameraphone<br />
  34. 34. Tips and Tricks<br /><ul><li>Pick one tool (at first) and get great at it
  35. 35. Microdynamics of each tool are DIFFERENT
  36. 36. Engage with all your heart and soul
  37. 37. Add value
  38. 38. Link others in
  39. 39. Seek distribution
  40. 40. Photo tagging and status tagging experiment</li></li></ul><li>Tips and Tricks<br /><ul><li>Be a leader… model behavior for others
  41. 41. Pics and videos worth a lot
  42. 42. Think like a planner… who is the audience, what is the strategic message, actions sought?
  43. 43. Imagine each bit of micro social content is a superbowl spot. Don’t waste it
  44. 44. But.. conversely, don’t stress it</li></li></ul><li>Leverage<br /><ul><li>Create leaders around you
  45. 45. Train them
  46. 46. Coach them
  47. 47. Encourage them
  48. 48. Friend them
  49. 49. Follow them
  50. 50. Lead them
  51. 51. Walk beside them</li></li></ul><li>Your Task<br /><ul><li>Pick an organization you care about
  52. 52. Think about how you can help them leverage networks to grow their community and reach their goals
  53. 53. You will be videod!</li>