Social & secure online
                            How to deal/work with social media




Friday 13 November 2009
Part I

                             The Social Citizen
                                           me, Ine




Friday 13 N...
The Social Citizen
          32,         pop, chocoladebread, culture, photographer,
                classic,

           ...
The Social Citizen



       -is connected. doesn’t have a problem with borders.
       -has a link with the biggest libra...
1.0 vs 2.0



                                             <
                          <




                             ...
<               1.0 vs 2.0




                              -static

             <
                          <   -1 way ...
1.0 vs 2.0



                                                   <


                                            <
       ...
1.0 vs 2.0




Friday 13 November 2009
1.0 vs 2.0




      A hierarchical structure gets replaced by the power of the
      network.




Friday 13 November 2009
1.0 vs 2.0




Friday 13 November 2009
1.0 vs 2.0




                          Before: the ‘ripple’effect is
                          there, but it’s reach is ...
1.0 vs 2.0




      In the digital ‘social’ medium
      the ripple has a huge
      potential.




Friday 13 November 20...
Social Media Starfish



                          Facebook, MySpace, Flickr, YouTube, Del.icio.us,
                      ...
2.0


                      2.0 is a logical evolution of 1.0
                      It has many advantages:
              ...
3.0?



                     Web 2.0 as ‘the interactive web’ is probably here to stay.
                     But it will f...
Part II
                          Protect the social citizen
                                             From itself




...
Use with caution



                          Not everybody is using the given
                               freedom in a...
Use with caution




Friday 13 November 2009
Use with caution




                          “I don’t mind the firing, I am willing to let
                            p...
Use with caution




Friday 13 November 2009
Use with caution



                 “A digital camera is a common possession among soldiers.
                     Where o...
Use with caution



               “[T]hey just brought a CART full of boxes w/transplant parts in them. Not good not good...
Use with caution
                                               Tips to stay safe online




               When everybody...
Use with caution
                                                Tips to stay safe online



                      1/ Woul...
Use with caution
                          Tips to stay safe online




Friday 13 November 2009
Use with caution
                                                  Tips to stay safe online



                      1/ Wo...
Use with caution
                          Tips to stay safe online




Friday 13 November 2009
Use with caution
                                                  Tips to stay safe online



                      1/ Wo...
Use with caution
                          Tips to stay safe online




                              http://www.facebook....
Use with caution
                          Tips to stay safe online




                              http://www.facebook....
Use with caution




                          Small Workshop
                          on Facebook on
                   ...
Use with caution




Friday 13 November 2009
Use with caution




                          Teach this to everyone you know!




Friday 13 November 2009
Use with caution




                          And even then...




Friday 13 November 2009
Use with caution




                          Don’t trust your trusted network
                          in being your ‘f...
Use with caution




                          Never post stuff that you think
                          might be tricky a...
Part III
                          Engage the social citizen
                                               Inside




Fri...
Basic idea
                      “The Internet is the first thing that humanity has
                      built that human...
Attention
                      We must learn that social media is a trading game.
                      The users currenc...
Challenge
                      Marketing has not kept up with the radical changes in media.
                      Users o...
Wisdom of Crowds
                     Social media can be defined as the democratization of information.
                 ...
Bond
                          People are social beings, they want to communicate, they like to share
                    ...
Ways
                      -Create a Speaker’s Corner
                      -Offer something meaningful
                  ...
Connect                    Environment

                                         Hub




                           <
    ...
Rules
                      There is no golden rule for captivating online audiences, no magic
                      spell...
Rules
                      -Introduce your brand where it is relevant.
                      -Start by building relations...
Key
                      -Outstanding story (funny provocative, subversive, ...) .
                      -Stickiness (fre...
Example


                          possibilities for .mil




Friday 13 November 2009
.mil
                                 old fashioned

Friday 13 November 2009
.mil
                                 old fashioned

Friday 13 November 2009
.mil
                                 clear but a bit boring

Friday 13 November 2009
.mil
                                 nice images, nice structure

Friday 13 November 2009
.mil
                                 1 step beyond: twitter + youtube + facebook

Friday 13 November 2009
.mil
                                 1 step beyond: twitter + youtube + facebook

Friday 13 November 2009
.mil
                                 1 step beyond: twitter + youtube + facebook

Friday 13 November 2009
.mil
                                 2 steps beyond: blogging

Friday 13 November 2009
.mil
                                 3 steps beyond: game

Friday 13 November 2009
.mil
                                 way to go: sweden:
                                 sober site, all info
Friday 13 N...
.mil
                                 way to go: sweden
                                 social media, mobile version, you...
http://www.youtube.com/watch?v=J-Oab6nvJuE

                          http://www.youtube.com/watch?v=yhgWtEuwzl0

        ...
.mil
                                 way to go: sweden
                                 recruit game
Friday 13 November 2...
http://rekryt.mil.se/insatsnu/

                            http://rekryt.mil.se/recruitment2009/

                       ...
Opportunities for .mil
                      - twitter > useful tool for announcing certain things, like nightly
         ...
Opportunities for .mil
                      - twitter > useful tool for announcing certain things, like nightly
         ...
Getting it out
                      - Use web2.0 as a tool to gather feedback and better the
                      commun...
Remember

                   Everything starts with a
                   good campaign.




Friday 13 November 2009
vb: Hörseltest
   wat: een site voor het rode kruis (http://www.horselstest.no/english/)
   respons: heel snel doorgestuur...
Conclusion
                      Marketing today is not about saying ‘hello’ and making an offer as if it
                ...
Questions?
                                Shoot!




Friday 13 November 2009
Me
                                     Ine Dehandschutter
                                          ine@matuvu.nu
       ...
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Safe & Secure online

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A presentation for the Belgian army.
Focussing on security issues and facebook

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Safe & Secure online

  1. 1. Social & secure online How to deal/work with social media Friday 13 November 2009
  2. 2. Part I The Social Citizen me, Ine Friday 13 November 2009
  3. 3. The Social Citizen 32, pop, chocoladebread, culture, photographer, classic, last minute, Gent, no fixed line, mobile number in Belgium + Tel Aviv, online via Skype GoogleTalk, Msn, Facebook, Twitter, dopplR kask ine@matuvu.nu ine.dehandschutter@hogent.be. friends in Gent, Brussel, Tel Aviv, Brazil. works on the road, clients in Belgium, webdesigner, matuvu.nu, monuments.nu, nomadz.nu Friday 13 November 2009
  4. 4. The Social Citizen -is connected. doesn’t have a problem with borders. -has a link with the biggest library in the world (the internet) and knows how to ‘seek’ rather than to ‘know’ -has a lot of info on different stuff, and wants communication / dialogue -has a network of people, friends, ‘mates’ and explores via his network -uses the internet and social media to obtain/maintain this dialogue Friday 13 November 2009
  5. 5. 1.0 vs 2.0 < < < < < < < < < < < < < < < Friday 13 November 2009
  6. 6. < 1.0 vs 2.0 -static < < -1 way communication -information goes out < -no dialogue Friday 13 November 2009
  7. 7. 1.0 vs 2.0 < < -dynamic (via easy CMSses) < < < -dialogue, via comments < < < < < < Friday 13 November 2009
  8. 8. 1.0 vs 2.0 Friday 13 November 2009
  9. 9. 1.0 vs 2.0 A hierarchical structure gets replaced by the power of the network. Friday 13 November 2009
  10. 10. 1.0 vs 2.0 Friday 13 November 2009
  11. 11. 1.0 vs 2.0 Before: the ‘ripple’effect is there, but it’s reach is limited Friday 13 November 2009
  12. 12. 1.0 vs 2.0 In the digital ‘social’ medium the ripple has a huge potential. Friday 13 November 2009
  13. 13. Social Media Starfish Facebook, MySpace, Flickr, YouTube, Del.icio.us, Twitter, are just a few of the many social networking sites where the active consumer interacts. Add to this all the blogs and forums and you have what former Microsoft technical evangelist Robert Scoble calls “the Social Media Starfish.” Place for interaction Friday 13 November 2009
  14. 14. 2.0 2.0 is a logical evolution of 1.0 It has many advantages: -Potential of Social Citizen (Ni-Chan Paradox) -Power of the network (f.e. Wikipedia.org) -Direct communication But it also has dangers (see partII) Use with caution Friday 13 November 2009
  15. 15. 3.0? Web 2.0 as ‘the interactive web’ is probably here to stay. But it will further evolve into 3.0. 3.0 is said to be the ‘mobile’ evolution. And it is already happening. People post/blog/facebook/twitter from their mobile phone. Search for information on their mobile device. Right here, right now Friday 13 November 2009
  16. 16. Part II Protect the social citizen From itself Friday 13 November 2009
  17. 17. Use with caution Not everybody is using the given freedom in a good way Be aware Friday 13 November 2009
  18. 18. Use with caution Friday 13 November 2009
  19. 19. Use with caution “I don’t mind the firing, I am willing to let parliament decide if the trip to NY was justified or not, but it is the lying about having made the phone call that has me angry.” Friday 13 November 2009
  20. 20. Use with caution Friday 13 November 2009
  21. 21. Use with caution “A digital camera is a common possession among soldiers. Where once photographing war was the province of photojournalists, now the soldiers themselves are all photographers -- recording their war, their fun, their observations of what they find picturesque, their atrocities -- and swapping images among themselves and e-mailing them around the globe.” Regarding the torture of others, Susan Sontag http://www.nytimes.com/2004/05/23/magazine/23PRISONS.html?pagewanted=1 Friday 13 November 2009
  22. 22. Use with caution “[T]hey just brought a CART full of boxes w/transplant parts in them. Not good not good. #fthood Ok we just saw a soldier on a stretcher w/2 armed guards walking by He didnt look like he was in great condition. Maj Malik A Hassan. He shouldn’t have died. He should be in the worst suffering of his life. It’s too fair for him to just die. Bastard! A FUCKING MAJOR? Are you kidding me? A MAJ! For those of ut hat don’t know, Army MAJ have pretty serious rank. Dick Someone just started shooting in Commanche 4 which is on post housing. What are these people thinking?!? The poor guy that got shot in the balls http://twitpic.com/oejh5” Regarding the torture of others, Susan Sontag http://www.techcrunch.com/2009/11/07/nsfw-after-fort-hood-another-example-of-how-citizen-journalists-cant-handle-the- truth/ Friday 13 November 2009
  23. 23. Use with caution Tips to stay safe online When everybody is a blogger, nothing you say is off the record Friday 13 November 2009
  24. 24. Use with caution Tips to stay safe online 1/ Would your mother blush? When everybody is a blogger, nothing you say is off the record Friday 13 November 2009
  25. 25. Use with caution Tips to stay safe online Friday 13 November 2009
  26. 26. Use with caution Tips to stay safe online 1/ Would your mother blush? 2/ Don’t trust your friend (even your partner) When everybody is a blogger, nothing you say is off the record Friday 13 November 2009
  27. 27. Use with caution Tips to stay safe online Friday 13 November 2009
  28. 28. Use with caution Tips to stay safe online 1/ Would your mother blush? 2/ Don’t trust your friend (even your partner) 3/ Use the privacy settings of social software When everybody is a blogger, nothing you say is off the record Friday 13 November 2009
  29. 29. Use with caution Tips to stay safe online http://www.facebook.com/help.php?page=839&hloc=en_US Friday 13 November 2009
  30. 30. Use with caution Tips to stay safe online http://www.facebook.com/help.php?page=839&hloc=en_US Friday 13 November 2009
  31. 31. Use with caution Small Workshop on Facebook on security settings Friday 13 November 2009
  32. 32. Use with caution Friday 13 November 2009
  33. 33. Use with caution Teach this to everyone you know! Friday 13 November 2009
  34. 34. Use with caution And even then... Friday 13 November 2009
  35. 35. Use with caution Don’t trust your trusted network in being your ‘friend’ Friday 13 November 2009
  36. 36. Use with caution Never post stuff that you think might be tricky afterwards Friday 13 November 2009
  37. 37. Part III Engage the social citizen Inside Friday 13 November 2009
  38. 38. Basic idea “The Internet is the first thing that humanity has built that humanity doesn’t understand, the largest experiment in anarchy that we have ever had.” “Companies don’t control the conversation any more” Rupert Murdoch No control Friday 13 November 2009
  39. 39. Attention We must learn that social media is a trading game. The users currency is attention. This can be traded for values, information and entertainment, amongst others. But like any other medium format, unless brands learn the game quickly, some will misinterpret such social media with disappointing results as the likely outcome. Push > Pull > Participation Friday 13 November 2009
  40. 40. Challenge Marketing has not kept up with the radical changes in media. Users often expect more than what they’re offered. While social media offers perfect opportunities, there is a need for Social Glue. Social media users interact to find friendship, and friendship requires that you have something interesting to bring to the conversation, that you show respect, and you don’t spam them. A friend remembers you and what you stand for. Brands must do the same. Brands must respect Friday 13 November 2009
  41. 41. Wisdom of Crowds Social media can be defined as the democratization of information. The users becomes a publisher. This represents a fundamental shift for marketeers: From a broadcast mechanism towards a many-to-many model, rooted in conversations and interactions. This means that the outcome can no longer be dictated. Traditional ways of dealing with the consumer is no longer working. Users = Broadcasters Friday 13 November 2009
  42. 42. Bond People are social beings, they want to communicate, they like to share information and experience and they like to share it with the world. For a better outcome, give your audience credit for their intelligence, invite them in, in short: Bond with your target groups, intrigue them, get them involved. Don’t be shallow. Add value. Show them your love. Value Friday 13 November 2009
  43. 43. Ways -Create a Speaker’s Corner -Offer something meaningful -Don’t be an island -Self criticism and evaluation is a must -Evolve during the project (don’t be afraid to change. the web is an ongoing process) -Stimulate users input -Communicate as a person Things to take into account Friday 13 November 2009
  44. 44. Connect Environment Hub < <> YouTube <> > Blogs Banner Facebook Project PR (articles Netlog newspaper) Myspace <> Delicious <> Distribution Things to take into account Friday 13 November 2009
  45. 45. Rules There is no golden rule for captivating online audiences, no magic spell for harnessing user loyalty, making them like you, and persuading them to act as enthusiastic brand advocates. But, just as traditional marketing has spent decades perfecting its operating models and measuring its effectiveness, online marketing must attain maturity by undergoing a methodical process of development. No magic Friday 13 November 2009
  46. 46. Rules -Introduce your brand where it is relevant. -Start by building relations, rethinking the character of your brand and examining how it is perceived within its marketplace. -Carefully consider what your contribution to the community is -Be able to distribute it to the right people, at the right time, and in the right way. No magic Friday 13 November 2009
  47. 47. Key -Outstanding story (funny provocative, subversive, ...) . -Stickiness (fresh and original, never seen before) -Relevant (subtle and entertaining). -Portable (easy to share online and to pass on. F.e. video) -Shareability -Timely -Content (don’t waste time, make sure the point is there) -Depth (Add more layers, don’t be obvious) No magic Friday 13 November 2009
  48. 48. Example possibilities for .mil Friday 13 November 2009
  49. 49. .mil old fashioned Friday 13 November 2009
  50. 50. .mil old fashioned Friday 13 November 2009
  51. 51. .mil clear but a bit boring Friday 13 November 2009
  52. 52. .mil nice images, nice structure Friday 13 November 2009
  53. 53. .mil 1 step beyond: twitter + youtube + facebook Friday 13 November 2009
  54. 54. .mil 1 step beyond: twitter + youtube + facebook Friday 13 November 2009
  55. 55. .mil 1 step beyond: twitter + youtube + facebook Friday 13 November 2009
  56. 56. .mil 2 steps beyond: blogging Friday 13 November 2009
  57. 57. .mil 3 steps beyond: game Friday 13 November 2009
  58. 58. .mil way to go: sweden: sober site, all info Friday 13 November 2009
  59. 59. .mil way to go: sweden social media, mobile version, youtube channel Friday 13 November 2009
  60. 60. http://www.youtube.com/watch?v=J-Oab6nvJuE http://www.youtube.com/watch?v=yhgWtEuwzl0 http://www.youtube.com/watch?v=oaaW4gyi2s8 http://www.youtube.com/watch?v=Ie-TzLrl6V4 http://www.youtube.com/watch?v=zWqT8Rljt_8 .mil way to go: sweden youtube recruit movies Friday 13 November 2009
  61. 61. .mil way to go: sweden recruit game Friday 13 November 2009
  62. 62. http://rekryt.mil.se/insatsnu/ http://rekryt.mil.se/recruitment2009/ http://rekryt.mil.se/tm1/ http://aspirant.nu/ http://www.officer.nu/ .mil way to go: sweden recruit game Friday 13 November 2009
  63. 63. Opportunities for .mil - twitter > useful tool for announcing certain things, like nightly excercises - facebook > instead of focussing on the negative news, start gathering fans, and report on positive events (airshows, events, ...) give people a place to find this ‘side’information - youtube > .mil might not have sufficient funds to do stuff like the american of british army, yet there are certainly possibilities to check out. Communicate outside of the box Friday 13 November 2009
  64. 64. Opportunities for .mil - twitter > useful tool for announcing certain things, like nightly excercises - facebook > instead of focussing on the negative news, start gathering fans, and report on positive events (airshows, events, ...) give people a place to find this ‘side’information - youtube > .mil might not have sufficient funds to do stuff like the american of british army, yet there are certainly possibilities to check out. No magic Friday 13 November 2009
  65. 65. Getting it out - Use web2.0 as a tool to gather feedback and better the communication with the ‘customer’ - Show the people that you are doing more than only ‘the bad stuff’ - Communicate in a dialogue No magic Friday 13 November 2009
  66. 66. Remember Everything starts with a good campaign. Friday 13 November 2009
  67. 67. vb: Hörseltest wat: een site voor het rode kruis (http://www.horselstest.no/english/) respons: heel snel doorgestuurd wereldwijd, ook al zijn de tools van de site miniem. Friday 13 November 2009
  68. 68. Conclusion Marketing today is not about saying ‘hello’ and making an offer as if it was the turn of the 20th century. It is about enabling customers to never have to say goodbye. Success will hinge on how well you are connected with your customers. Will you always be on for them? See you again Friday 13 November 2009
  69. 69. Questions? Shoot! Friday 13 November 2009
  70. 70. Me Ine Dehandschutter ine@matuvu.nu www.monuments.nu www.matuvu.nu www.linkedin.com/in/matuvu www.flickr.com/photos/matuvu Friday 13 November 2009

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