Although author/columnist Malcom Gladwell discredits social media for facilitating the revolutions we are currently seeing around the world, this panel disagrees. Come find out how the future of social media is being played out across our global landscape. From publishing, to #egypt to non governmental orgs this panel of experts has an amazing grasp on what the future of social media looks like as well as how it's being used internationally. A SXSW prezo.

1. WELCOME TO THE FUTURE :
THE RISE OF INTERNATIONAL
SOCIAL MEDIA
Although author/columnist Malcom Gladwell discredits social media for
facilitating the revolutions we are currently seeing around the world, this
panel disagrees. Come find out how the future of social media is being played
out across our global landscape. From publishing, to #egypt to non
governmental orgs this panel of experts has an amazing grasp on what the
future of social media looks like as well as how it's being used internationally.
#smworldwide @daveiam @tollym @robquig @KateSchnepel

2. pocket-changing Japan
www.helpattack.com

3. DAVID J. NEFF
• For over 10 years David has done things that
have never been done before at nonprofits. This
includes launching the American Cancer
Society's first software program , building the
first ever user generated Web Site for those
affected by cancer, and starting their Social
Media, Online Giving and Film departments.
David was named one of the "Top 20 Social
Media People in the State of Texas" by the
Austin American Statesman in 2009. The
American Marketing Association awarded him
the "Non Profit Social Media Marketer of the
Year" in 2009. And was a Dewey Winburne
SXSW Community award nominee in 2010.

4. #thefutureofnpos
@randalc
@daveiam

8. ROBERT QUIGLEY
• Robert Quigley is the social media editor for the
Austin American-Statesman. He is the newspaper's
chief community engagement strategist, and he has
been the voice behind the @statesman Twitter
account since June 2008. In 2010, the Statesman won
a first-place Texas APME award for breaking news
coverage of the Fort Hood shootings, and the judges
singled out his use of social media to cover the
story.
• @robquig on Twitter

9. A BILLION REPORTERS
The media revolution, and how the MEDIA is taking part

10. “Are people who
log on to their
Facebook page
really the best
hope for us all?”
MALCOLM GLADWELL
From Small Change: Why the revolution will not be tweeted
New Yorker, October 4, 2010

11. WHAT IF THEY TWEETED?
Nazi resistance group The White Rose relied on fliers.
Would Twitter have been more effective?

12. TAHRIR SQUARE
‘It caused it!’ and ‘It’s not that simple’
Both sides oversimplify the influence of social media

13. AL JAZEERA
• Live blog, Flickr, Twitter, YouTube, Facebook and audio reports
• Skype calls + Call Recorder + Audioboo + Scribble Live
• Reached out to established bloggers
• Verification by finding people ahead of time
• Citizens given options for submissions
• What works for Al Jazeera, works in Austin, Texas

14. U.S. MEDIA CURATING
From the New York Times

15. NPR’S
ANDY
CARVIN
The personal
news wire

16. TOLLY MOSELEY
• Tolly is a senior publicist and strategist for PR By the
Book, a literary media relations firm based in
Austin, Texas. Tolly has worked with a variety of
book publishers across genres, including Penguin,
Tor/Forge, St. Martin's Press, and more, and has
placed her authors on dozens of major media
outlets: CNN Primetime, CNN American Morning,
NPR, in The New York Times, The Wall Street Journal,
Associated Press,Wired,TheHuffingtonPost.com, and
more.
• @TollyM ON TWITTER

17. Social Media and Books
The International Bridge

18. Books Without Borders
In the days of old (i.e., the 20th Century) book publicists wanted to
do one thing: Land stories that would push readers into
bookstores.
Now, we want to take them to Amazon, to NetGalley, to the
author’s website, etc.
Which is usually no problem -- until we get an international book.
Enter Haven Books, a Hong Kong publisher who came to my
company, PR By the Book.

19. Haven Books is a Hong Kong-based publisher of lifestyle, fiction, and young adult fiction
titles. We loved them, but would American media?
PROBLEM: Translating English-language, Hong Kong-cultural reading material for U.S. reading audiences.
SOLUTION: Turn book bloggers into our “translators.” Social media users became our partners in contextualizing Asian content
for non-Asian readers.

20. Book blogger tours: Rather than identifying local media markets,
we’re now identifying “tribes” of reader interest.
Social media users act as our tribe leaders. Examples: Food,
travel, family/parenting.
As book publicists, we’re now trying to add more international
bloggers and social media users to our blog tours. It extends our
clients media (and hopefully sales) opportunities beyond the U.S.
if we can harness English-language bloggers in different
countries.

21. This book publicity model necessitates a new type of publisher.
Today, publishers are tied to distributors, who are tied to bookstores. It’s an industry run on paper.
Now that our industry is going digital, publishers are responding in kind: Enter The Domino Project.
Highly vetted, high-quality books, available to readers all over the globe.

22. This presents us with questions of book economics, book access, and
the international market:
1. If digital books are substantially cheaper, will traditional publishers survive?
2. Do we still need traditional publishers?
3. Who will be our global “tribe leaders” in the future?
4. How can we get more books, more quickly, to countries and readers who need them?

23. KATE SCHNEPEL
Wildlife SOS India
@wildlifesos @KateSchnepel

24. ELEPHANTS
-veterinary care for working elephants
-providing sanctuary for retired elephants

25. LEOPARDS
-providing sanctuary for displaced leopards-
-educating to protect those still in wild-

26. RESCUE HOTLINE
-24 hour support in Delhi-

27. ANTI-POACHING
-network of informants across country-
-undercover busts in conjunction with government-

28. DANCING BEARS
-ending a cruel tradition-
-helping humans and animals-

29. DANCING BEARS
• tradition dating back 400 years
• Wildlife SOS started dancing bear work in 1995
• first bear rescued on Christmas Day, 2002.
• 500+ bears in 3 sanctuaries
• holistic approach that helps humans, too

30. THE KALANDAR PEOPLE
• dancing bears was livelihood for
generations, albeit a poor one
• set them up in new vocations
• educate children
• empower women
• sustainable change

31. WILDLIFE SOS USA
• formed a few years ago
• all-volunteer board
• focus on fundraising, PR, online
strategy, marketing

32. • nobody in development or
communications role
• super busy!
WEAKNESSES • no real membership support.
Dependent on grants...
uncertain future
• amazing work!
• incredible stories (though they
STRENGTHS didn’t know just HOW
incredible to outside audience)
• a charismatic co-founder...

33. MEET KARTICK!
-crazy and passionate-
-great storyteller with a HUGE personality-

34. THE PLAN
• tell their amazing stories
• use Kartick’s voice as brand of organization
• revamp website
• utilize facebook and twitter
• grow email base
• all to help increase awareness and donations

36. SPECIAL CONSIDERATIONS
• Culturally diverse audience
• different sensitivity levels to violence and gore
• Indian people tend to speak more formally in business writing, even website
stories
• importance of giving proper credit to all participating agencies
• sensitive information
• undercover ops need extra sensitivity to avoid tipping off bad guys... but
these stories (presented in real time) are the MOST compelling

37. TWITTER - @WILDLIFESOS
• Yay!
• SMS updating / ease of use
• easy to show personality
• great for breaking news
• Boo!
• “waste of time” hurdle to clear
• keeping up the conversation
• sensitive information

40. FACEBOOK
FACEBOOK.COM/WILDLIFESOSINDIA
• four admins, two in India,
two in states
• less easy for Kartick to
post on the fly
• slower engagement by the
India team (but getting
better)
• transparency questions -
USA team vs. India team

41. FACEBOOK DEMOS

42. • engaged followers
• email list growing
SUCCESSES • grants received
• TEDIndia, Shorty Awards,
celebrity support
• interest from Kartick ebbs and
flows
CHALLENGES • encouraging followers to
support the work
• refining our voice

43. HOW TO ENGAGE PEOPLE
• breaking news
• insider info... let them in
on something “secret”
• first-person experiences

44. BREAKING NEWS
-Cobras at the Commonwealth Games-
-all over the news... CNN-
-plastered our social media sites with pics and stories-

45. INSIDER INFO
-on the trail of a man-eating tiger-
-undercover operations to bust poachers-

46. FIRST-PERSON EXPERIENCES
USA Board members in India in December 2009
for rescue of VERY last dancing bear

47. WHAT’S NEXT
• get more Wildlife SOS
employees to participate in
conversations online
• celebrity engagement
• strongly encourage visitors to
our sanctuaries to tell their own
stories...giving them tools
• keep learning

48. WELCOME TO THE FUTURE :
THE RISE OF INTERNATIONAL
SOCIAL MEDIA
Q&A?
#smworldwide @daveiam @tollym @robquig @KateSchnepel