Social technology is going to help you change the world. You’ve got a new websites. A new blog. You’re on MSN, Facebook, MySpace, and Twitter. You’ve got a brand strategy. A social media plan. Analytics, adwords, alerts, advocates, and a community. You’ve got access to the tools to make it happen. Now what?

1. How to build a pyramid David Crow david@davidcrow.ca & [email_address] http://davidcrow.ca/ +1-416-575-6177 Twitter: @davidcrow Find me on Facebook, LinkedIn, FriendFeed, etc . (Images used for educational purposes: sources noted)

2. “ The future exists today. It's just unevenly distributed ” William Gibson

3. “ The best way to predict the future is to invent it.” Alan Kay

4. “ When you want to build a pyramid , you have to have some tools , but you also have to find ways to convince 10,000 people or 100,000 people to work with you to get the thing done.” Lewis Mumford The Myth of the Machine

5. Mankind extends by amplifying tools or goal cloning

6. Amplifying tools http://www.flickr.com/photos/terinea/536245891/ http://www.flickr.com/photos/owthomas/238915871/ http://www.flickr.com/photos/nostri-imago/2911393184/

7. Goal cloning http://www.flickr.com/photos/imh/3297961043/ http://www.flickr.com/photos/threedots/115805043/ http://www.flickr.com/photos/malias/183490620/

8. The good old days. http://www.flickr.com/photos/rcsaxon/1032480155/ Concept courtesy of Chris Bernard, a Microsoft buddy

9. Concept courtesy of Chris Bernard, a Microsoft buddy

10. Concept courtesy of Chris Bernard, a Microsoft buddy

11. Print. Concept courtesy of Chris Bernard, a Microsoft buddy

12. Radio. Concept courtesy of Chris Bernard, a Microsoft buddy

13. Television. Concept courtesy of Chris Bernard, a Microsoft buddy

14. And more recently cable . Concept courtesy of Chris Bernard, a Microsoft buddy

15. Concept courtesy of Chris Bernard, a Microsoft buddy

16. Concept courtesy of Chris Bernard, a Microsoft buddy

17. Concept courtesy of Chris Bernard, a Microsoft buddy

18. until… Concept courtesy of Chris Bernard, a Microsoft buddy

19. http://www.flickr.com/photos/bull3t/990866224/ Concept courtesy of Chris Bernard, a Microsoft buddy

20. Concept courtesy of Chris Bernard, a Microsoft buddy

21. http://www.flickr.com/photos/amit-agarwal/2052668047/ Concept courtesy of Chris Bernard, a Microsoft buddy

23. Concept courtesy of Chris Bernard, a Microsoft buddy

24. Concept courtesy of Chris Bernard, a Microsoft buddy Social media is the new black

25. It’s our digital glue . Concept courtesy of Chris Bernard, a Microsoft buddy

26. THE MEDIA & MARKETING LANDSCAPE HAS CHANGED FEWER ADS REACHED MORE PEOPLE WITH UNDIVIDED ATTENTION MORE ADS REACH A TARGETED AUDIENCE PAYING LESS ATTENTION 1950s – 1990 Today Source Audrey Carr: http://www.slideshare.net/acarr/designing-sustainable-conversations-with-social-media-59204

30. Community Impact Concept courtesy of Chris Bernard, a Microsoft buddy

32. The essence of marketing Concept courtesy of Chris Bernard, a Microsoft buddy

33. Social media, design & advertising are converging Concept courtesy of Chris Bernard, a Microsoft buddy

34. Markets are conversations . The Cluetrain Manifesto

35. “ Because the purpose of business is to create a customer, the business enterprise has two – and only two –basic functions: marketing and innovation.” – Peter Drucker

36. Social media touches both sides of the equation

37. Social media tools don’t make conversation , they support it!

38. By understanding how social media support the human desire for conversation businesses can open up vibrant interactions with individuals and communities Kelsey Ruger

39. Generate Memories

40. Emotional Connection

41. Make it real

42. SUBJECTIVE/QUALITATIVE Focused on Experiences (People, Activities, Contexts) THIS IS THE CHASM THAT IS REALLY, REALLY HARD FOR ORGANIZATIONS TO CROSS Meaningful & Desirable Has personal significance Pleasurable Has personal significance Convenient Super easy to use, works like I think Usable Can be used without difficulty Reliable Is available and accurate Functional (Useful) Works as programmed Focused on Tasks (Products, Features) OBJECTIVE/QUANTIFIABLE

43. http://www.flickr.com/photos/rudolf_schuba/473295245/ http://www.flickr.com/photos/steffanyszphotography/2147866756/ http://www.flickr.com/photos/jocelynaubert/1524945282/ http://www.flickr.com/photos/liutao/2652552358/ http://www.flickr.com/photos/toranasaurusrex/2481758783/ http://www.flickr.com/photos/powerbooktrance/64059767/ http://www.flickr.com/photos/mag3737/514981897/

44. Photo by nidalM http://www.flickr.com/photos/nidalm/3529404270/

45. Find ways to convince people to work with you!

46. "First thing to remember, it's not about you, it's about your message " Robin McGraw

49. Thank you. David Crow david@davidcrow.ca & [email_address] http://davidcrow.ca/ +1-416-575-6177 Twitter: @davidcrow Find me on Facebook, LinkedIn, FriendFeed, etc .