Hi.
the web is now 20 years old
there are 40 billion webpages            onlin
47 mil                        25 mil               19.3 mil              18 mill          14 mill 8.7 mill 7.8 mil7 mill6 ...
mysite
mysiterepresentative sample only
rs/                                     i to                                 s                            vi              ...
rs/                                     i to       (social =                                 s                            ...
rs/             1 billion tweets/day                                     i to       (social =                             ...
rs/             1 billion tweets/day                                     i to       (social =                             ...
rs/             1 billion tweets/day                                              i to       (social =                    ...
rs/             1 billion tweets/day                                              i to       (social =                    ...
rs/             1 billion tweets/day                                              i to       (social =              get yo...
onlinedisplay
onlinedisplay
paid search
lead gen
email
Social
the moment of critical mass
from relative obscurity to       epidemic...     which is good.
ideas, products, messagesand behaviors spread like        viruses.
3 Rule of Epidemics
1. The Law of the Few
1. The Law of the Few2. The Stickiness Factor
1. The Law of the Few2. The Stickiness Factor3. The Power of Context
1. The Law of the Few
1967 - Six Degrees of  Separation study
160 students in Nebraska
were given a letter withinstructions to get it to a stockbroker in Boston
None of the studentsknew the stockbroker
Took an average of    6 contacts
3 people were the final  link for 50% of the       students
The Law of the Few...the success of any kind of socialepidemic is heavily dependent onthe involvement of people with a par...
1. Connectors
1. Connectors2. Mavens
1. Connectors2. Mavens3. Salespeople
Connectors are...
People with a special knack for bringing the world together.
People with a special knack for bringing the world together.They link us up with the world
extraordinary knack
making friends & acquaintances
they have large networks
they are successfulbecause of their ability to  span many different         worlds.
Mavens are...
information specialists
information specialistspeople we rely on to connect us     with new information
information specialists people we rely on to connect us      with new informationcollect knowledge and know how to        ...
Salesmen are...
persuaders
persuaderscharismatic people we all want        to agree with.
hundreds = thousands
it’s not about the people     following you
it’s about the people who arefollowing the people who are       following you
some are more importantthan others because they         are...
Connectors, Mavens and     Salespeople
not all communities are    created equal
FACEBOOK   twitter
Your Toolset:
Your Toolset: Facebook
Your Toolset: Facebook   Twitter
Your Toolset: Facebook   Twitter  Youtube
Your Toolset: Facebook   Twitter  Youtube  Pinterest
What is the difference?
What is the difference?How do you use them?
What is the difference?How do you use them?  Why use them all?
basic rules for winning on the web in general andsocial in particular are...
1. create good content
1. create good content2. encourage engagement
1. create good content2. encourage engagement3. be consistent
1. create good content2. encourage engagement3. be consistent4. measure
FB & Museums
FB & Museums•   Connect the museum to the public
FB & Museums•   Connect the museum to the public•   Promote exhibitions & programs
FB & Museums•   Connect the museum to the public•   Promote exhibitions & programs•   Provide customer service
FB & Museums•   Connect the museum to the public•   Promote exhibitions & programs•   Provide customer service•   Expose p...
FB & Museums•   Connect the museum to the public•   Promote exhibitions & programs•   Provide customer service•   Expose p...
If you know a company’smission, you can figure out how to work with them.
Facebook’s mission:To make the world a moreopen and connected place.
Facebook’s wants to keep  people on their sitecommunicating with each         other
Facebook valuesengagement - so that’s  what they measure
Talking about This          MetricIt shows you the number of unique people who have created a ‘story’ about your Page in t...
Talking about This          MetricThe Point: The more people talking about your business, the more people you’ll beable to...
Facebook doesn’t care if the engagement is positive or         negative
if nobody is engaging with      your contentyour content gets shown       less overall
3 things Facebook thinks    are important...
1. User Affinity - engagement2. Status weight - video, image, link3. Freshness - posts less than 4hours old*
1. User Affinity - engagement2. Status weight - video, image, link3. Freshness - posts less than 4hours old*       *consta...
3 quick Facebook Tips
1. Use a personal tone
2. Always use a call to action  (tell me what you think)  (like this update if you X)
3. Post during peak hours        7-9 am        5-7 pm     11 pm - 1 am
It’s interesting what makes    people respond...
Ask
Pretty pictures work•   Everyone loves a pretty    picture ...
Mavens are•   Develop a loyal fan base    and they will help you    manage the on-going    conversations on your    wall...
Keep itonline
Keep itonline
Keep itonline
Contests
Contests
Contests
Oops
OopsFAIL!
Twitter = Media & Peers
Twitter & Museums
Twitter & Museums•   Headlines - PR
Twitter & Museums•   Headlines - PR•   More formal voice
Twitter & Museums•   Headlines - PR•   More formal voice•   Research
Twitter & Museums•   Headlines - PR•   More formal voice•   Research•   Announcements
38 mentions x 3,071 followers= 116,698 impressions
YouTube = video channel
Pinterest = photography
Is THIS your personal     computer?
Or is this?
It’s the one you take with    you everywhere.
Thank you.
that’s the new Edgerankscoring system and here’s a      real life story...
A Real EdgeRank•                      Story        April: 1,411 likes    •      Paramore takes over social•       May: 2,0...
A Real EdgeRankWHY? July:           Story
A Real EdgeRank          StoryWHY? August
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  • Icom workshop

    1. 1. Hi.
    2. 2. the web is now 20 years old
    3. 3. there are 40 billion webpages onlin
    4. 4. 47 mil 25 mil 19.3 mil 18 mill 14 mill 8.7 mill 7.8 mil7 mill6 mil4.5 mil
    5. 5. mysite
    6. 6. mysiterepresentative sample only
    7. 7. rs/ i to s vi que uni on o lli m mysite i m 90 -1180 representative sample only
    8. 8. rs/ i to (social = s vi 22% of time) que uni on o lli m mysite i m 90 -1180 representative sample only
    9. 9. rs/ 1 billion tweets/day i to (social = s vi 22% of time) que uni on o lli m mysite i m 90 -1180 representative sample only
    10. 10. rs/ 1 billion tweets/day i to (social = s vi 22% of time) que uni on o lli m mysite i m 90 -1180 65 million unique users/mo representative sample only
    11. 11. rs/ 1 billion tweets/day i to (social = s vi 22% of time) que uni on o lli m mysite i m 90 -1 180100,000,000 65 million unique users/mo videos representative sample only
    12. 12. rs/ 1 billion tweets/day i to (social = s vi 22% of time) que uni on o lli m mysite i m (% doesn’t even register) 90 -1 180100,000,000 65 million unique users/mo videos representative sample only
    13. 13. rs/ 1 billion tweets/day i to (social = get your content off s vi 22% of time) que uni your site and out to on o lli m mysite i m (% doesn’t even register) 90 180 -1 where people are spending their time100,000,000 65 million unique users/mo videos representative sample only
    14. 14. onlinedisplay
    15. 15. onlinedisplay
    16. 16. paid search
    17. 17. lead gen
    18. 18. email
    19. 19. Social
    20. 20. the moment of critical mass
    21. 21. from relative obscurity to epidemic... which is good.
    22. 22. ideas, products, messagesand behaviors spread like viruses.
    23. 23. 3 Rule of Epidemics
    24. 24. 1. The Law of the Few
    25. 25. 1. The Law of the Few2. The Stickiness Factor
    26. 26. 1. The Law of the Few2. The Stickiness Factor3. The Power of Context
    27. 27. 1. The Law of the Few
    28. 28. 1967 - Six Degrees of Separation study
    29. 29. 160 students in Nebraska
    30. 30. were given a letter withinstructions to get it to a stockbroker in Boston
    31. 31. None of the studentsknew the stockbroker
    32. 32. Took an average of 6 contacts
    33. 33. 3 people were the final link for 50% of the students
    34. 34. The Law of the Few...the success of any kind of socialepidemic is heavily dependent onthe involvement of people with a particular and rare set of social gifts
    35. 35. 1. Connectors
    36. 36. 1. Connectors2. Mavens
    37. 37. 1. Connectors2. Mavens3. Salespeople
    38. 38. Connectors are...
    39. 39. People with a special knack for bringing the world together.
    40. 40. People with a special knack for bringing the world together.They link us up with the world
    41. 41. extraordinary knack
    42. 42. making friends & acquaintances
    43. 43. they have large networks
    44. 44. they are successfulbecause of their ability to span many different worlds.
    45. 45. Mavens are...
    46. 46. information specialists
    47. 47. information specialistspeople we rely on to connect us with new information
    48. 48. information specialists people we rely on to connect us with new informationcollect knowledge and know how to share it
    49. 49. Salesmen are...
    50. 50. persuaders
    51. 51. persuaderscharismatic people we all want to agree with.
    52. 52. hundreds = thousands
    53. 53. it’s not about the people following you
    54. 54. it’s about the people who arefollowing the people who are following you
    55. 55. some are more importantthan others because they are...
    56. 56. Connectors, Mavens and Salespeople
    57. 57. not all communities are created equal
    58. 58. FACEBOOK twitter
    59. 59. Your Toolset:
    60. 60. Your Toolset: Facebook
    61. 61. Your Toolset: Facebook Twitter
    62. 62. Your Toolset: Facebook Twitter Youtube
    63. 63. Your Toolset: Facebook Twitter Youtube Pinterest
    64. 64. What is the difference?
    65. 65. What is the difference?How do you use them?
    66. 66. What is the difference?How do you use them? Why use them all?
    67. 67. basic rules for winning on the web in general andsocial in particular are...
    68. 68. 1. create good content
    69. 69. 1. create good content2. encourage engagement
    70. 70. 1. create good content2. encourage engagement3. be consistent
    71. 71. 1. create good content2. encourage engagement3. be consistent4. measure
    72. 72. FB & Museums
    73. 73. FB & Museums• Connect the museum to the public
    74. 74. FB & Museums• Connect the museum to the public• Promote exhibitions & programs
    75. 75. FB & Museums• Connect the museum to the public• Promote exhibitions & programs• Provide customer service
    76. 76. FB & Museums• Connect the museum to the public• Promote exhibitions & programs• Provide customer service• Expose people to more art
    77. 77. FB & Museums• Connect the museum to the public• Promote exhibitions & programs• Provide customer service• Expose people to more art• Foster community
    78. 78. If you know a company’smission, you can figure out how to work with them.
    79. 79. Facebook’s mission:To make the world a moreopen and connected place.
    80. 80. Facebook’s wants to keep people on their sitecommunicating with each other
    81. 81. Facebook valuesengagement - so that’s what they measure
    82. 82. Talking about This MetricIt shows you the number of unique people who have created a ‘story’ about your Page in thelast 7 days. The ‘story’ might include people: Liking your Page Posting on your Wall Liking, commenting on or sharing a post, photo, video etc that you put on your Page Answering a question you asked using the ‘question’ feature RSVPing to an event @ mentioning your Page in a post they make Tagging your Page in a photo Liking or sharing a check-in deal Checking in at a Place 
    83. 83. Talking about This MetricThe Point: The more people talking about your business, the more people you’ll beable to reach on Facebook. You’ll see now why it’s so important to get peopleinteracting and engaging with your content.You might also be interested to know that top brands are currently getting 0.7%engagement (on average) on this new metric. 
    84. 84. Facebook doesn’t care if the engagement is positive or negative
    85. 85. if nobody is engaging with your contentyour content gets shown less overall
    86. 86. 3 things Facebook thinks are important...
    87. 87. 1. User Affinity - engagement2. Status weight - video, image, link3. Freshness - posts less than 4hours old*
    88. 88. 1. User Affinity - engagement2. Status weight - video, image, link3. Freshness - posts less than 4hours old* *constantly changing stat.
    89. 89. 3 quick Facebook Tips
    90. 90. 1. Use a personal tone
    91. 91. 2. Always use a call to action (tell me what you think) (like this update if you X)
    92. 92. 3. Post during peak hours 7-9 am 5-7 pm 11 pm - 1 am
    93. 93. It’s interesting what makes people respond...
    94. 94. Ask
    95. 95. Pretty pictures work• Everyone loves a pretty picture ...
    96. 96. Mavens are• Develop a loyal fan base and they will help you manage the on-going conversations on your wall...
    97. 97. Keep itonline
    98. 98. Keep itonline
    99. 99. Keep itonline
    100. 100. Contests
    101. 101. Contests
    102. 102. Contests
    103. 103. Oops
    104. 104. OopsFAIL!
    105. 105. Twitter = Media & Peers
    106. 106. Twitter & Museums
    107. 107. Twitter & Museums• Headlines - PR
    108. 108. Twitter & Museums• Headlines - PR• More formal voice
    109. 109. Twitter & Museums• Headlines - PR• More formal voice• Research
    110. 110. Twitter & Museums• Headlines - PR• More formal voice• Research• Announcements
    111. 111. 38 mentions x 3,071 followers= 116,698 impressions
    112. 112. YouTube = video channel
    113. 113. Pinterest = photography
    114. 114. Is THIS your personal computer?
    115. 115. Or is this?
    116. 116. It’s the one you take with you everywhere.
    117. 117. Thank you.
    118. 118. that’s the new Edgerankscoring system and here’s a real life story...
    119. 119. A Real EdgeRank• Story April: 1,411 likes • Paramore takes over social• May: 2,058 likes • EdgeRank Score goes public: 24• June: 3,183 likes • EdgeRank Score increases to 29 • SplashGround Sweeps starts• July 4,171 likes: • EdgeRank Score decreases back to 24 • SplashGroundSweeps Ends• August 4,310 likes: • EdgeRank Scores settles at 21
    120. 120. A Real EdgeRankWHY? July: Story
    121. 121. A Real EdgeRank StoryWHY? August

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