A cutting-edge brief on how social media can help organizations build communities with their key stakeholders, fans, clients and true believers

1. Ci#zens,
Community
and
Social
Media
Lessons,
Cases,
and
More
Lessons
Joseph
Peters
jpeters@ascentum.com
1

2. What
is
social
media?
• Online
tools
and
pla>orms
that
facilitate
decentralized
content
crea#on,
social
interac#ons
and
community
development.
• Also
referred
to
as
Web
2.0
2

3. How
is
it
different?
• ShiH
in
thinking
from
masses
accessing
content
to
masses
creaKng
content
online.
• Content:
text,
photos,
videos,
tweets,
blogs
• ShiH
from
visitor
to
community
• Honda
Story
3

4. We’re
similar
but
different
• Americans
like
football,
MySpace,
and
text
messaging.
• Canadians
like
hockey,
Facebook,
and
playing
the
loSery.
• And
both
just
can’t
get
enough
of
the
Internet.
• Ipsos
study
from
September
2009
on
the
habits
of
18-­‐34
year
olds.
4

5. Two
Documents
–
Hot
off
the
Press
www.ascentum.com 5

6. 10
QuesKons
To
Answer
1. What
do
you
want
to
6. What
types
of
data
are
know?
you
looking
to
collect?
2. What
is
your
7. What
are
your
commitment
to
your
Kmelines?
parKcipants?
8. What
resources
are
3. Who
needs
to
available
to
support
parKcipate?
the
process?
4. How
hot
is
the
issue?
9. How
can
parKcipants
5. What
type
of
stay
involved?
contribuKon
are
you
10. Which
online
tools
looking
for?
should
you
use?
6

7. 7

8. Quick
Stat:
The number of active Facebook accounts
in Canada and the United States.
8

9. Online
|
TradiKonal
vs.
Social
9

10. TradiKonal
Formula
Website
Real
Time
Q
Choicebook
&
A
TradiKonal
Small
Group
Story
Dialogue
Sharing
Idea
Sharing
10

11. Social
Media
Mix
Facebook
Wordle
TwiSer
Widgets
Social
Blogs
Media
Flickr
Wikis
YouTube
11

12. 12

13. 13

14. 14

15. 15

16. 16

17. 17

18. 18

19. 19

20. 20

21. Old
and
New
Both
Work
21

22. Future
|
Social
|
Community
22