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How to be an Internet Anthropologist | Social Media Week 2014
- 1. How to be an Internet Anthropologist Social Media Week 2014 --#smwanthropology @gsg @hughadam @its_alexflores
- 2. an·thro·pol·o·gy / noun the study of human races, origins, societies, and cultures
- 3. Every minute, people pump information into the internet. This represents more than just numbers. These are very human behaviors, moments, passions, fears, and aspirations. This is culture.
- 4. The Megaphone Process (old timey PR & marketing) 1.Figure out what is important to me. 2.Shout about it, aggressively. 3.Wonder why it’s not becoming important to other people.
- 5. The DJ Process (what needs to happen now) 1.Figure out what other people like now and what they will like soon. 2.Give them those things. 3.Repeat.
- 6. HEY LET’S ROCK IT IN SOCIAL!!1!! WE NEED A TWITTER STRATEGY!!1! WE NEED A SNAPCHAT STRATEGY!!!! LET’S ENGAGE WITH THE CONVERSATIONS LOL!!
- 7. HEY LET’S ROCK IT IN SOCIAL!!1!! WE NEED A TWITTER STRATEGY!!1! WE NEED A SNAPCHAT STRATEGY!!!! LET’S ENGAGE WITH THE CONVERSATIONS LOL!!
- 8. Why do people pin things? Why would they pin our things? What are people asking about? Can we answer? What things are folks obsessed about? Could they obsess about us?
- 9. Why do people pin things? Why would they pin our things? What are people asking about? Can we answer? What things are folks obsessed about? Could they obsess about us?
- 10. Behaviors, then channels. Verbs, then nouns. Ask: Why?
- 11. “Okay so just what kinds of ‘human’ behaviors are we talking about here, guys?”
- 13. People chronicle live events
- 17. People chronicle aspirations and fantasies
- 18. Try this: Next time you’re about to watch a televised speech, sports event or big television premier, follow the hashtag and related terms. What compels people to share thoughts and images as they happen?
- 20. People ask about “how?” and “what’s happening?”
- 21. People ask about health issues
- 22. People ask about each other
- 23. Try this: Type questions into your searches that your company or organization could answer. Are people asking these questions? Is anyone answering?
- 26. People collect “inspirational” “quotes”
- 28. People collect things they want to have
- 29. People obsess over almost anything
- 30. People obsess over almost anything you can
- 31. People obsess over almost anything you can think of
- 32. Try this: Identify one or more things you are interested in: a sports team, a social issue, TV show, etc. Obsess and collect on Tumblr, Pinterest, Instagram, Twitter, Meetup... any new channel you hear of. What content finds its way to all these channels? Could these topics and behaviors relate to your organization?
- 33. “Now how do you suppose we get our head around all this and what it means for the company?”
- 34. Make blobs.
- 35. Draw a blob and write words in it that make up your organization or issue what it is. PROGRAMS AND INITIATIVES HISTORY PEOPLE, CULTURE AND EXPERTS LOCATIONS YOUR BRAND PRODUCTS OR MISSION PROCESSES OR DATA
- 36. For example, here’s one for American Automobile Association (AAA). Old ads and manuals Roadside assistance guys Infrastructure investment advocacy AMERICA! AAA State-specific chapters Distance data Triptik folks Driving data Maps
- 37. Now draw overlaps between your brand blob and what people are interested in on the internet. Old ads and manuals Roadside assistance guys Infrastructure investment advocacy AMERICA! AAA State-specific chapters Distance data Triptik folks Driving data Maps
- 38. People chronicling roadtrips People collecting historical stuff People asking about car maintenance Old ads and manuals Roadside assistance guys Infrastructure investment advocacy AMERICA! AAA Distance data Triptik folks People who geek out about their city or state Maps and data nerds State-specific chapters Driving data Maps
- 39. Now it’s time to blob together, you guys.
- 40. So what? This is where an effective, people-first content strategy starts.
- 41. ❏ Homework: Open lots of tabs: surf Tumblr & Instagram tags, spy on Meetup.com groups, go down the Wikipedia rabbit hole. Get weird. Grow and refine your brand blobs. Figure out the connections. Ask: Which are the most lucrative connections? What kinds of content and activities will appeal to these people?