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Are you sitting comfortably..?

Advanced (and some very old) techniques for
     making the most of social media
               paul caplan
            the Internationale
Outline of the day
Outline of the day
• 09.30 – 10.15: The Live Web – the biggest party
  you’ve ever been invited to.
Outline of the day
• 09.30 – 10.15: The Live Web – the biggest party
  you’ve ever been invited to.
• 10.15 – 11.15: Twitter and micro-stories
Outline of the day
• 09.30 – 10.15: The Live Web – the biggest party
  you’ve ever been invited to.
• 10.15 – 11.15: Twitter and micro-stories
• 11.15 - 11.30: Coffee
Outline of the day
• 09.30 – 10.15: The Live Web – the biggest party
  you’ve ever been invited to.
• 10.15 – 11.15: Twitter and micro-stories
• 11.15 - 11.30: Coffee
• 11.30 - 13.00: Facebook, Google+ and networks
Outline of the day
• 09.30 – 10.15: The Live Web – the biggest party
  you’ve ever been invited to.
• 10.15 – 11.15: Twitter and micro-stories
• 11.15 - 11.30: Coffee
• 11.30 - 13.00: Facebook, Google+ and networks
• 13.00 – 14.00: Lunch
Outline of the day
Outline of the day
• 14.00 – 14.45: Flickr, Maps and... well there are other
  spaces too...
Outline of the day
• 14.00 – 14.45: Flickr, Maps and... well there are other
  spaces too...
• 14.45 - 16.00: Social Media Surgery
The Live Web
• The times they are a changin’
Markets are conversations. Their members communicate in
language that is natural, open, honest, direct, funny and often
shocking. Whether explaining or complaining, joking or
serious, the human voice is unmistakably genuine. It can't be
faked.

Most corporations, on the other hand, only know how to talk in
the soothing, humorless monotone of the mission statement,
marketing brochure, and your-call-is-important-to-us busy
signal. Same old tone, same old lies. No wonder networked
markets have no respect for companies unable or unwilling to
speak as they do.
But learning to speak in a human voice is not some trick, nor
will corporations convince us they are human with lip service
about "listening to customers." They will only sound human
when they empower real human beings to speak on their
behalf.

                               the Cluetrain Manifesto
Markets are conversations. Their members communicate in
        language that is natural, open, honest, direct, funny and often
        shocking. Whether explaining or complaining, joking or
        serious, the human voice is unmistakably genuine. It can't be
        faked.
organisations
        Most corporations, on the other hand, only know how to talk in
        the soothing, humorless monotone of the mission statement,
        marketing brochure, and your-call-is-important-to-us busy
        signal. Same old tone, same old lies. No wonder networked
        markets have no respect for companies unable or unwilling to
        speak as they do.                      organisations
        But learning to speak in a human voice is not some trick, nor
        will corporations convince us they are human with lip service
        about "listening to customers." They will only sound human
        when they empower real human beings to speak on their
        behalf.

                                       the Cluetrain Manifesto
The Web as a library
The Web as the new TV
The Web as a Party
The breakup
•   http://www.youtube.com/watch?v=D3qltEtl7H8
PASSION: the people at the Party
PASSION: the people at the Party
! P is for People
PASSION: the people at the Party
! P is for People
! A is for Active
PASSION: the people at the Party
! P is for People
! A is for Active
! S is for Supply
PASSION: the people at the Party
! P is for People
! A is for Active
! S is for Supply
! S is for Smart
PASSION: the people at the Party
! P is for People
! A is for Active
! S is for Supply
! S is for Smart
! I is for Irreverent
PASSION: the people at the Party
! P is for People
! A is for Active
! S is for Supply
! S is for Smart
! I is for Irreverent
! O is for Ownership
PASSION: the people at the Party
! P is for People
! A is for Active
! S is for Supply
! S is for Smart
! I is for Irreverent
! O is for Ownership
! N is for Niches
and you’re just one of them…

•   This is not a threat, it’s a possibility
And so…!   !
And so…!          !
! Where do I want to be?
And so…!           !
! Where do I want to be?
! What do I want to do?
And so…!            !
! Where do I want to be?
! What do I want to do?
! Who do I want to talk with?
And so…!            !
! Where do I want to be?
! What do I want to do?
! Who do I want to talk with?
! Who do I want to listen to?
And so…!            !
! Where do I want to be?
! What do I want to do?
! Who do I want to talk with?
! Who do I want to listen to?
! What do they expect of me?
And so…!            !
! Where do I want to be?
! What do I want to do?
! Who do I want to talk with?
! Who do I want to listen to?
! What do they expect of me?
! How can I add value?
And so…!            !
! Where do I want to be?
! What do I want to do?
! Who do I want to talk with?
! Who do I want to listen to?
! What do they expect of me?
! How can I add value?
! How will I manage ?
And so…!            !
! Where do I want to be?
! What do I want to do?
! Who do I want to talk with?
! Who do I want to listen to?
! What do they expect of me?
! How can I add value?
! How will I manage ?
! When and how will I leave?
Micro stories

Twitter: more than a latte in
         Starbucks
Twitter is...
Twitter is...
• not about technology
Twitter is...
• not about technology
• not about media
Twitter is...
• not about technology
• not about media
• not about messages...
Twitter is...
•   not about technology
•   not about media
•   not about messages...
•   about conversations
Twitter is...
•   not about technology
•   not about media
•   not about messages...
•   about conversations
•   about relationships
Twitter is...
•   not about technology
•   not about media
•   not about messages...
•   about conversations
•   about relationships
•   about adding value...
Twitter is...
•   not about technology
•   not about media
•   not about messages...
•   about conversations
•   about relationships
•   about adding value...
•   a verb
So what is it?




And what’s it for?
So what is it?
 • Chatter or “ambient intimacy”




And what’s it for?
So what is it?
 • Chatter or “ambient intimacy”
 • Relationships or ‘realationships’




And what’s it for?
So what is it?
 • Chatter or “ambient intimacy”
 • Relationships or ‘realationships’
 • The stream



And what’s it for?
So what is it?
 • Chatter or “ambient intimacy”
 • Relationships or ‘realationships’
 • The stream



And what’s it for?
 • Information
So what is it?
 • Chatter or “ambient intimacy”
 • Relationships or ‘realationships’
 • The stream



And what’s it for?
 • Information
 • Questions
So what is it?
 • Chatter or “ambient intimacy”
 • Relationships or ‘realationships’
 • The stream



And what’s it for?
 • Information
 • Questions
 • News
Twitter: the mechanics
Twitter: the mechanics
• the Tweet
Twitter: the mechanics
• the Tweet
• the follower
Twitter: the mechanics
• the Tweet
• the follower
• the @reply
Twitter: the mechanics
•   the Tweet
•   the follower
•   the @reply
•   the DM
Twitter: the mechanics
•   the Tweet
•   the follower
•   the @reply
•   the DM
•   the link
Twitter: the mechanics
•   the Tweet
•   the follower
•   the @reply
•   the DM
•   the link
•   the #hashtag
Twitter: the mechanics
•   the Tweet
•   the follower
•   the @reply
•   the DM
•   the link
•   the #hashtag
•   the list
... and what that means
... and what that means
• the Tweet - your contribution to the conversation
... and what that means
• the Tweet - your contribution to the conversation
• the follower - the people in the conversation
... and what that means
• the Tweet - your contribution to the conversation
• the follower - the people in the conversation
• the @reply - your added value: joining in
... and what that means
•   the Tweet - your contribution to the conversation
•   the follower - the people in the conversation
•   the @reply - your added value: joining in
•   the DM - your added value: private help
... and what that means
•   the Tweet - your contribution to the conversation
•   the follower - the people in the conversation
•   the @reply - your added value: joining in
•   the DM - your added value: private help
•   the link - your added value: knowledge
... and what that means
•   the Tweet - your contribution to the conversation
•   the follower - the people in the conversation
•   the @reply - your added value: joining in
•   the DM - your added value: private help
•   the link - your added value: knowledge
•   the #hashtag - your added value: organising
... and what that means
•   the Tweet - your contribution to the conversation
•   the follower - the people in the conversation
•   the @reply - your added value: joining in
•   the DM - your added value: private help
•   the link - your added value: knowledge
•   the #hashtag - your added value: organising
•   the list - your added value: co-ordinating
... and what that means
•   the Tweet - your contribution to the conversation
•   the follower - the people in the conversation
•   the @reply - your added value: joining in
•   the DM - your added value: private help
•   the link - your added value: knowledge
•   the #hashtag - your added value: organising
•   the list - your added value: co-ordinating
•
what to say
what to say
• The news
what to say
• The news
• The story
what to say
• The news
• The story
• The comment
what to say
•   The news
•   The story
•   The comment
•   The question
what to say
•   The news
•   The story
•   The comment
•   The question
•   The answer
what to say
•   The news
•   The story
•   The comment
•   The question
•   The answer
•   The idea
what to say
•   The news
•   The story
•   The comment
•   The question
•   The answer
•   The idea
•   The link
what to say
•   The news
•   The story
•   The comment
•   The question
•   The answer
•   The idea
•   The link
•   The thought
what to say
•   The news
•   The story
•   The comment
•   The question
•   The answer
•   The idea
•   The link
•   The thought
what to say
•   The news
•   The story
•   The comment
•   The question
•   The answer
•   The idea
•   The link
•   The thought

•
... and what that means
... and what that means
• The news - I have something you should know
... and what that means
• The news - I have something you should know
• The story - You have got to hear this!
... and what that means
• The news - I have something you should know
• The story - You have got to hear this!
• The comment - I have something to add
... and what that means
•   The news - I have something you should know
•   The story - You have got to hear this!
•   The comment - I have something to add
•   The question - I don’t know everything
... and what that means
•   The news - I have something you should know
•   The story - You have got to hear this!
•   The comment - I have something to add
•   The question - I don’t know everything
•   The answer - Here to help
... and what that means
•   The news - I have something you should know
•   The story - You have got to hear this!
•   The comment - I have something to add
•   The question - I don’t know everything
•   The answer - Here to help
•   The idea - What do you think?
... and what that means
•   The news - I have something you should know
•   The story - You have got to hear this!
•   The comment - I have something to add
•   The question - I don’t know everything
•   The answer - Here to help
•   The idea - What do you think?
•   The link - I found this for you
... and what that means
•   The news - I have something you should know
•   The story - You have got to hear this!
•   The comment - I have something to add
•   The question - I don’t know everything
•   The answer - Here to help
•   The idea - What do you think?
•   The link - I found this for you
•   The thought - I’m human and passionate
... and what that means
•   The news - I have something you should know
•   The story - You have got to hear this!
•   The comment - I have something to add
•   The question - I don’t know everything
•   The answer - Here to help
•   The idea - What do you think?
•   The link - I found this for you
•   The thought - I’m human and passionate
... and what that means
•   The news - I have something you should know
•   The story - You have got to hear this!
•   The comment - I have something to add
•   The question - I don’t know everything
•   The answer - Here to help
•   The idea - What do you think?
•   The link - I found this for you
•   The thought - I’m human and passionate

•
Some (content) principles
Some (content) principles
! V is for Voice
Some (content) principles
! V is for Voice
! I is for i with a small I
Some (content) principles
! V is for Voice
! I is for i with a small I
! S is for Simple
Some (content) principles
! V is for Voice
! I is for i with a small I
! S is for Simple
! I is for Improvise
Some (content) principles
! V is for Voice
! I is for i with a small I
! S is for Simple
! I is for Improvise
! O is for Open Source
Some (content) principles
! V is for Voice
! I is for i with a small I
! S is for Simple
! I is for Improvise
! O is for Open Source
! N is for Narrative
Case stories
 Twitter is a space not a single way of working
Some Twitter spaces to look at
! http://twitter.com/SuffolkTS
! http://twitter.com/KMCnetworks
! http://twitter.com/uknationalparks
! http://twitter.com/wolvesparkies
! http://twitter.com/natashabadhwar
! http://twitter.com/TuftsUniversity
Discussion

A strategic approach to Twitter
Problems and possibilities
Problems and possibilities
• Select a project you’re involved in
Problems and possibilities
• Select a project you’re involved in
• Mindmap the pros and cons of using Twitter as part of
  that project
Problems and possibilities
• Select a project you’re involved in
• Mindmap the pros and cons of using Twitter as part of
  that project
• Outline how that could work practically
Problems and possibilities
• Select a project you’re involved in
• Mindmap the pros and cons of using Twitter as part of
  that project
• Outline how that could work practically
• What needs to be put in place to manage that?
Some (Twitter) principles
Some (Twitter) principles
! Keep it short
Some (Twitter) principles
! Keep it short
! Keep it simple
Some (Twitter) principles
! Keep it short
! Keep it simple
! Think stream
Some (Twitter) principles
! Keep it short
! Keep it simple
! Think stream
! Be linky
Some (Twitter) principles
! Keep it short
! Keep it simple
! Think stream
! Be linky
! Be 3D
Some (Twitter) principles
! Keep it short
! Keep it simple
! Think stream
! Be linky
! Be 3D
! Be colourful
Some (Twitter) principles
! Keep it short
! Keep it simple
! Think stream
! Be linky
! Be 3D
! Be colourful
! Grab the tag
Some (Twitter) principles
! Keep it short
! Keep it simple
! Think stream
! Be linky
! Be 3D
! Be colourful
! Grab the tag
! and... add value
Coffee
Facebook and Google+

  Inviting friends around or popping
            round for a chat?
Social networks are...
Social networks are...
• not about technology
Social networks are...
• not about technology
• not about media
Social networks are...
• not about technology
• not about media
• not about messages...
Social networks are...
•   not about technology
•   not about media
•   not about messages...
•   about conversations
Social networks are...
•   not about technology
•   not about media
•   not about messages...
•   about conversations
•   about relationships
Social networks are...
•   not about technology
•   not about media
•   not about messages...
•   about conversations
•   about relationships
•   about adding value...
Social networks are...
•   not about technology
•   not about media
•   not about messages...
•   about conversations
•   about relationships
•   about adding value...
•   a verb
So what are they?




And what are they for?
So what are they?
 • Network of networks




And what are they for?
So what are they?
 • Network of networks
 • Social Graph




And what are they for?
So what are they?
 • Network of networks
 • Social Graph
 • Social CV




And what are they for?
So what are they?
 •   Network of networks
 •   Social Graph
 •   Social CV
 •   Home


And what are they for?
So what are they?
 •   Network of networks
 •   Social Graph
 •   Social CV
 •   Home


And what are they for?
 • Sharing
So what are they?
 •   Network of networks
 •   Social Graph
 •   Social CV
 •   Home


And what are they for?
 • Sharing
 • Helping and being helped
So what are they?
 •   Network of networks
 •   Social Graph
 •   Social CV
 •   Home


And what are they for?
 • Sharing
 • Helping and being helped
 • Archiving
Social networks: the mechanics
Social networks: the mechanics
• the user
Social networks: the mechanics
• the user
• the page
Social networks: the mechanics
• the user
• the page
• the event
Social networks: the mechanics
•   the user
•   the page
•   the event
•   the friends and the ‘circle’
Social networks: the mechanics
•   the user
•   the page
•   the event
•   the friends and the ‘circle’
•   the Like and the Plus 1
Social networks: the mechanics
•   the user
•   the page
•   the event
•   the friends and the ‘circle’
•   the Like and the Plus 1
•   the Wall and the Stream
... and what that means
... and what that means
• the user - there are real people here
... and what that means
• the user - there are real people here
• the page - we’re open for conversation
... and what that means
• the user - there are real people here
• the page - we’re open for conversation
• the event - we’re active
... and what that means
•   the user - there are real people here
•   the page - we’re open for conversation
•   the event - we’re active
•   the friend - we have partners not just followers
... and what that means
•   the user - there are real people here
•   the page - we’re open for conversation
•   the event - we’re active
•   the friend - we have partners not just followers
•   the like - we listen
... and what that means
•   the user - there are real people here
•   the page - we’re open for conversation
•   the event - we’re active
•   the friend - we have partners not just followers
•   the like - we listen
•   the wall - we’re moving
Google+ and Facebook
Google+ and Facebook
• Facebook's reach
Google+ and Facebook
• Facebook's reach
• Facebook's apps and e-commerce
Google+ and Facebook
• Facebook's reach
• Facebook's apps and e-commerce
• Facebook timeline
Google+ and Facebook
•   Facebook's reach
•   Facebook's apps and e-commerce
•   Facebook timeline
•   Google's circles and shared circles
Google+ and Facebook
•   Facebook's reach
•   Facebook's apps and e-commerce
•   Facebook timeline
•   Google's circles and shared circles
•   Google's sparks
Google+ and Facebook
•   Facebook's reach
•   Facebook's apps and e-commerce
•   Facebook timeline
•   Google's circles and shared circles
•   Google's sparks
•   Google integration and search
Google+ and Facebook
•   Facebook's reach
•   Facebook's apps and e-commerce
•   Facebook timeline
•   Google's circles and shared circles
•   Google's sparks
•   Google integration and search
•   Google hangouts video chat
what to do
what to do
• Conduct business
what to do
• Conduct business
  • service delivery
what to do
• Conduct business
  • service delivery
  • inform
what to do
• Conduct business
  • service delivery
  • inform
  • customer service
what to do
• Conduct business
  • service delivery
  • inform
  • customer service
• Service development
what to do
• Conduct business
  • service delivery
  • inform
  • customer service
• Service development
  • open source R&D
what to do
• Conduct business
  • service delivery
  • inform
  • customer service
• Service development
  • open source R&D
  • ‘focus group’
what to do
• Conduct business
  • service delivery
  • inform
  • customer service
• Service development
  • open source R&D
  • ‘focus group’
what to do
• Conduct business
  • service delivery
  • inform
  • customer service
• Service development
  • open source R&D
  • ‘focus group’
what to do
• Conduct business
  • service delivery
  • inform
  • customer service
• Service development
  • open source R&D
  • ‘focus group’



•
... and what that means
... and what that means
• Conduct business - we are wherever you are
... and what that means
• Conduct business - we are wherever you are
  • service delivery - we work where you are
... and what that means
• Conduct business - we are wherever you are
  • service delivery - we work where you are
  • inform - we deliver where you are
... and what that means
• Conduct business - we are wherever you are
  • service delivery - we work where you are
  • inform - we deliver where you are
  • customer service - we’re here
... and what that means
• Conduct business - we are wherever you are
  • service delivery - we work where you are
  • inform - we deliver where you are
  • customer service - we’re here
• Service development - we’re open for business
... and what that means
• Conduct business - we are wherever you are
  • service delivery - we work where you are
  • inform - we deliver where you are
  • customer service - we’re here
• Service development - we’re open for business
  • open source R&D - you know more than us
... and what that means
• Conduct business - we are wherever you are
  • service delivery - we work where you are
  • inform - we deliver where you are
  • customer service - we’re here
• Service development - we’re open for business
  • open source R&D - you know more than us
  • ‘focus group’ - we’ll help you help us
Case stories
 Social networks are a space not a single way of
 working
Some Facebook spaces to look at
! http://www.medway.gov.uk/councilanddemocracy/
 communications/facebook.aspxhttp://www.facebook.com/
 letstalkcentral
! http://www.facebook.com/pages/Sunderland-United-Kingdom/
 Sunderland-City-Council-Planning-Policy-Section/
 143850600228
! http://www.facebook.com/nationaltrust?v=wall
! http://www.facebook.com/universityofmichigan
! http://www.Facebook.com/LoveUK
Discussion

A strategic approach to social networks
Problems and possibilities
Problems and possibilities
• Select a project you’re involved in
Problems and possibilities
• Select a project you’re involved in
• Mindmap the pros and cons of using Facebook and/or
  Google+ as part of that project
Problems and possibilities
• Select a project you’re involved in
• Mindmap the pros and cons of using Facebook and/or
  Google+ as part of that project
• Outline how that could work practically
Problems and possibilities
• Select a project you’re involved in
• Mindmap the pros and cons of using Facebook and/or
  Google+ as part of that project
• Outline how that could work practically
• What needs to be put in place to manage that?
Some (social network) principles
Some (social network) principles
! Groupthink
Some (social network) principles
! Groupthink
! Join and lead
Some (social network) principles
! Groupthink
! Join and lead
! Multimedia
Some (social network) principles
! Groupthink
! Join and lead
! Multimedia
! Be linky
Some (social network) principles
! Groupthink
! Join and lead
! Multimedia
! Be linky
! Voices plural
Some (social network) principles
! Groupthink
! Join and lead
! Multimedia
! Be linky
! Voices plural
! Open source
Some (social network) principles
! Groupthink
! Join and lead
! Multimedia
! Be linky
! Voices plural
! Open source
! Be global
Some (social network) principles
! Groupthink
! Join and lead
! Multimedia
! Be linky
! Voices plural
! Open source
! Be global
! and... add value
There’s more to the Live Web

     Beyond Twitter and Facebook
Blogs
Some Blog spaces to look at
! http://plymouthbb.wordpress.com/
! http://suffolktradingstandards.wordpress.com/
! http://cllrandrewwallis.blogspot.com
! http://www.nypl.org/voices/blogs/blog-channels
! http://swansealibraries.blogspot.com/
! http://jimdixon.wordpress.com/
Flickr and Instagram
Mashups
Some Mash-up spaces to look at
! http://sanfrancisco.crimespotting.org/about
! http://urbanforestmap.org/
! http://217.20.24.202:8080/connect/
! http://maps.police.uk/
! http://www.emergencyfoodshelf.org/AboutUs/
 ContactUs/DirectionsToEFN.aspx
! http://www.ilovemountains.org/myconnection/
Social Media Surgery
And in case you need more
• I’ll post more links as I find them:
• twitter.com/internationale
• https://www.evernote.com/pub/theinternationale/c2bd
contact me:
•   http://www.slideshare.net/theinternationale

•   Paul Caplan
•   www.theinternationale.com
•   praxis@theinternationale.com
•   Twitter.com/internationale
•   07801 151 052
appendices

•   Some thoughts
A-Z of Live Web
 ! A is for active audience. As Dan Gillmor points out, your audience is smarter than
   you. But they are also active. They do not passively consume, they actively
   converse.  
 ! B is for blogosphere. Blogging and other read/write conversations are not a new
   medium, they are a new space where new sorts of relationships and cultural
   practices are being forged.  
 ! C is for conversation. This new space is not about one-way ‘munication’, it’s not
   even about structured co-munication, it’s about conversation - an alive, real, open
   chat.  
 ! D is for delivery. The key thing about playing in this space is making sure you
   deliver. You can’t blag or spin, they’ll find you out. If you promise something, deliver
   it. If you can’t, explain why.  
 ! E is for engage. Meet with. Talk with. Work with. Engaging is about making your
   conversations, fun, relevant and real.  
 ! F is for FUD culture. The guys behind Naked Conversations use the business terms
   ‘fud’ to refer to the fear, uncertainty and doubt, that stops development. You want to
   engage with this new space, conquer it and tell your boss to conquer it or be left
   behind.  
A-Z of Live Web
! G is for good enough. Don’t worry about creating perfection. Blogs are never finished, they are
    in process. Go for the ‘good enough’, it’s more human.  
!   H is for hypermedia. The Live Web is multimedia. It’s built on and through Live Media and
    linking. Start thinking in terms of pictures, sounds and words, linked and mashed-up.  
!   I is for is with a small i. It’s not YOU it’s you. The small you. The you that’s one many many. The
    you that is an individual but not arrogant.  
!   J is for just in time. The Live Web is about responding to the now, relating to the moment, adding
    to the ongoing conversation rather than waiting for the ‘right moment’.
!   K is for keywords. The key words or tags in your post allow your story to link to others, be
    searched, catalogued and related to other stories. Keywords are the bits that join up the
    blogosphere.
!   L is for linking. Your blog needs others if it is to be written by an ‘i’. Your links show you are in the
    conversation.  
!   M is for mobile. Reading the Live Web is a mobile experience. Writing it is rapidly becoming so.  
!   N is for network effect. The Internet is a network, as you increase the number of points in the
    network, you increase the number of connections exponentially. Content is the points and
    content relationships are the powerful connections.  
A-Z of Live Web
! O is for open source. Open source software is developed by collections of individuals who make
    their work available for others to improve and develop. Open source software is often seen as
    better written, better supported and more stable than traditional proprietary software. The Live
    Web makes possible open source content.  
!   P is for personal. The Live Web is big but it is also very small. It is my thoughts, my pictures, my
    bookmarks…but my personal content to share and use as the basis for content relationships.  
!   Q is for q&a. The conversations that drive content relationships are often begun with a question
    which begs answers, which lead to more questions which lead and so on. The important point is
    that this chain is never finished.  
!   R is for read/write. It is no longer an option to simply read. The Live Web does not just allow or
    even encourage response, it demands it. Just as the state saves all our data within its web of
    surveillance so ‘our’ Web is being built by our reading practices, our uploading and tagging and
    our sharing.
!   S is for social. The blogosphere is a social space. It is where meetings happen - not in the old
    idea of a ‘chat room’ but in the more potent sense of a content relationship. This social space is
    not a replica of the real space it is a technologically enhanced content space where smart
    tagging, hypermedia linking and read/write mash-ups create producer/consumers with different
    social and cultural expectations and demands.  
A-Z of Live Web
! T is for transparent technology. Yes, the Live Web has been made possible by html,
 asp, php, ajax, http and countless other geeky acronyms but technology is becoming
 increasingly transparent, just as the mobile phone it is now a part of people’s
 communications and relationships. It is now easy to play an active part in the Live
 Web without having to understand the engine that drives it.
! U is for understand. The conversations across the Live Web demand understanding
 and empathy. Unlike the days of the Static Web, it is no longer possible to send out
 messages and expect audiences or demographic samples to absorb them. It is not
 even just about targeting, it’s about engaging with people, talking to them and
 understanding them as producer/consumers, as people as fellow players in the new
 space.  
! V is for voice. The Live Web is human. Databases can’t play here. Neither can
 spinmeisters or salesmen or marketers. All these shadows without voices are
 discovered and laughed out of the conversation. If you want to talk to me, use your
 own voice.
A-Z of Live Web
! W is for wiki effect. Wikis are open source content spaces where anyone can add
 and edit information, cranking up the quality using the wisdom of crowds. Wikis or
 the next generation of collaborative content spaces are the next generation of Live
 Web tools where content value is created through the interplay of many.  
! X is for xml. Extensible Mark-up Language is the standard which enables Live Web
 content to be tagged and flow around the new systems and spaces. You don’t need
 to know how. You just need to exploit it to the max.  
! Y is for you. The Live Web space is waiting to be exploited and played in. It’s not the
 CEO’s decision. It’s not up to the IT team to do it. It’s up to you. The Live Web is
 waiting for you not your organisation.
! Z is for zen. Zen is about the present moment. It is about the simple and basic. It’s
 about the small. It’s about not trusting people who tell you they have a monopoly on
 the truth. So is the Live Web.  
Civil service code
•   Principles for participation online
•   The Civil Service Code applies to your participation online as a civil servant or when discussing
    government business. You should participate in the same way as you would with other media or
    public forums such as speaking at conferences.
•   How the Civil Service Code applies to online participation
•   Disclose your position as a representative of your department or agency unless there are
    exceptional circumstances, such as a potential threat to personal security. Never give out
    personal details like home address and phone numbers.
•   Always remember that participation online results in your comments being permanently
    available and open to being republished in other media. Stay within the legal framework and be
    aware that libel, defamation, copyright and data protection laws apply. This means that you
    should not disclose information, make commitments or engage in activities on behalf of
    Government unless you are authorised to do so. This authority may already be delegated or
    may be explicitly granted depending on your organisation.
•   Also be aware that this may attract media interest in you as an individual, so proceed with care
    whether you are participating in an official or a personal capacity. If you have any doubts, take
    advice from your line manager.
Ten books to read
! Chris Locke et al :: The Cluetrain Manifesto
! Chris Locke :: Gonzo Marketing
! Shel Israel and Robert Scoble :: Naked Conversations
! Don Tapscott and Anthony Williams :: Wikinomics & Macrowikinomics
! Clay Shirky :: Here Comes Everybody
! Clay Shirky :: Cognitive Surplus
! Charles Leadbetter :: We Think
! Jeff Jarvis :: What Would Google Do?
! David Weinberger :: Everything is Miscellaneous
! Jeff Howe :: Crowdsourcing
PASSION
! P is for 'people': The writers, readers and reader/writers out there are not demographics or market niches,
 they are not passive grateful; receivers of your messages. They are people, ordinary human beings who
 expect to be treated as such. They have ups and downs, interests, passions and commitments that become
 conversations and relationships. As with all 'people' you earn their trust and friendship. you have no right to
 it.
! A is for 'active': These people don't sit back and wait for media and store to come to them. They create their
 own. They are creative with their phones. They create on Social Networks and YouTube. They are creative
 with language, finding new ways to tell stories and run their relationships. And they are active with you. They
 have active expectations. They expect to be able to ask questions, contribute and join in and they expect
 that activity to be welcomed and enabled.
! S is for 'supply': These people are not short of stories and information. There is an overabundance of
 material for people to read and read/write. Some of its official, some not. Some from established storytellers
 like the BBC, the Encyclopaedia Britannica and you, some not. Your information and stories are one among
 many. They are fighting for attention and more importantly they are competing to become conversations and
 starting points for relationships. Your information and stories maybe great but they do not have a God-given
 right to be at the front.
! S is for 'smart': These people are clever. They can get information, check it, link it and network it. They can
 use the power of networks and the wisdom of crowds to connect and build on ideas and information faster
 than you can direct form the top. You know a lot about your subject, issue or business but you don't know
 everything. Your customers, clients and stakeholders know stuff too and they're sharing it.
PASSION
! I is for 'irreverent': The culture of the Live Web has no respect. People do not tug their forelocks and thank
 you. The great and the good do not carry weight because of their history or brand. Lawyers cannot enforce
 due deference. You can earn respect and your place but it is not your right.
! O is for 'ownership': It is not just the stories that make up the Live Web that are subject to new ideas of
 copyright. It is the very spaces themselves. Stories are enabled to spin around the Live Web because of
 'creative commons' licenses but the spaces they live in are Commons to. You have not 'let us' publish them.
 They are 'ours'. You can join us but you cannot own them, our stories or us.
! N is for 'niches': The people are not niches in the old marketing sense, they are the 'new niches'. They are
 evolving their own niches of interest. Some are small, some huge. People can be members of many at the
 same time. They can be long-lasting or short-lived. They cannot be targeted but the people that make them
 can be talked with. They cannot be tracked but the conversation attractors can be found and engaged with.
VISION
! V is for Voice: Read: People talk on the Live Web because they want to. They’re choosing to be there. Listen
 to what they say but also the way they say it. Listen to the conversations as well as the polemics. Listen to
 their voices, then you can talk with them. Write: You’re a human being, talk like one. The Live Web doesn’t
 welcome spin doctors, PR-meisters or lawyers. It’s a place for conversations between people. People chat.
 Sometimes in long sentences with lots of subordinate clauses that carry the reader along with enthusiasm.
 Sometimes not. The Live Web is your chance to meet people and talk and listen like you’re bothered. Talk to
 me. I’m not a demographic or a market niche or a target. I’m a person.
! I is for i with a small i: Read: Listen quietly and modestly. People are talking about your issues. Except
 they’re not ‘your’ issues, they’re theirs. Some people on the Live Web talk without listening. But most are
 engaged in conversations between small i’s. Be one. Write: You are not the centre of the universe. No-one
 trusts anyone who has all the answers: if you meet the Buddha on the road kill him. Your voice is one among
 many. Your perspective is just one way of seeing things. Your ideas are interesting but they’re not the final
 word. Earn your right to talk in these spaces by listening and then join in on the community’s terms. Be
 willing to be less arrogant. You have something to add but it’s not the whole story.
! S is for Simple: Read: It’s a party. The biggest party you’ve ever been invited to. Relax. Enjoy. People are
 just people, treat them like that. Listen politely and attentively to what they’re really saying. It’s simple.
 They’re talking about the lives and worlds. Write: Don’t try and be clever. You don’t have to be. You can be
 yourself and tell it like it really is. You don’t have to fill every gap or silence. Leave some white space. Look
 for what you can leave out as well as what you can put in. Keep it clear and direct but be warned, you’re not
 ‘delivering messages’ you’re engaging in conversation. You’re just making sure the person you’re talking with
 can understand you and you can understand
VISION
! I is for Improvise: Read: Enjoy the conversation, the way people bounce ideas off each other, the way they
 connect. They’re jammin’. They’re not selling or telling, they’re chatting, creating something together, letting it
 emerge without planning. Write: Don’t over-plan. Let the conversation develop. You ‘call’ someone
 ‘responds’; they ‘call’ you respond. Together you make a conversation and build a relationship. Sometimes
 you lead; sometimes you follow. Sometimes you‘re quiet. You know your area. Be confident in that and let
 that be your foundation while you talk. This is not a solo, it’s a group where everyone bounces off everyone
 else and together build a unique conversation.
! O is for Open Source: Read: Everyone’s got something to contribute. This is crowdeffect. Listen to others
 and work with them and the conversation. The more voices, the more brains, the more ideals, the better the
 quality. Write: You have something real to contribute. You have But you can’t do it on your own. Get others
 involved. Work with their knowledge and enthusiasm. Outsource your communication. Start something off
 and let others improve it or let them start it. If you work with others you can achieve far more and so can
 they. Don’t keep the source code close to your chest, get it out there where it can develop, grow and
 improve.
! N is for Narrative: Read: Sit back and relax. People are telling stories. They’re stories about their lives, their
 passions and your issues. They’re personal and real and so they care about them. If you want to know what
 people really think, listen, they’re tell. Write: Tell your stories. Ground your abstract issues in real beginnings,
 middles and ends, characters and plots, pace and tension. Make them your stories, personal and real. Make
 them real and relevant. Find memorable details that paint pictures and let your listener see and your viewer
 hear the people, the ideas and the passion. Enjoy your story, it’ll sound better.

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Social Media : the library, the broadcast and the party

  • 1. Are you sitting comfortably..? Advanced (and some very old) techniques for making the most of social media paul caplan the Internationale
  • 3. Outline of the day • 09.30 – 10.15: The Live Web – the biggest party you’ve ever been invited to.
  • 4. Outline of the day • 09.30 – 10.15: The Live Web – the biggest party you’ve ever been invited to. • 10.15 – 11.15: Twitter and micro-stories
  • 5. Outline of the day • 09.30 – 10.15: The Live Web – the biggest party you’ve ever been invited to. • 10.15 – 11.15: Twitter and micro-stories • 11.15 - 11.30: Coffee
  • 6. Outline of the day • 09.30 – 10.15: The Live Web – the biggest party you’ve ever been invited to. • 10.15 – 11.15: Twitter and micro-stories • 11.15 - 11.30: Coffee • 11.30 - 13.00: Facebook, Google+ and networks
  • 7. Outline of the day • 09.30 – 10.15: The Live Web – the biggest party you’ve ever been invited to. • 10.15 – 11.15: Twitter and micro-stories • 11.15 - 11.30: Coffee • 11.30 - 13.00: Facebook, Google+ and networks • 13.00 – 14.00: Lunch
  • 9. Outline of the day • 14.00 – 14.45: Flickr, Maps and... well there are other spaces too...
  • 10. Outline of the day • 14.00 – 14.45: Flickr, Maps and... well there are other spaces too... • 14.45 - 16.00: Social Media Surgery
  • 11. The Live Web • The times they are a changin’
  • 12. Markets are conversations. Their members communicate in language that is natural, open, honest, direct, funny and often shocking. Whether explaining or complaining, joking or serious, the human voice is unmistakably genuine. It can't be faked. Most corporations, on the other hand, only know how to talk in the soothing, humorless monotone of the mission statement, marketing brochure, and your-call-is-important-to-us busy signal. Same old tone, same old lies. No wonder networked markets have no respect for companies unable or unwilling to speak as they do. But learning to speak in a human voice is not some trick, nor will corporations convince us they are human with lip service about "listening to customers." They will only sound human when they empower real human beings to speak on their behalf. the Cluetrain Manifesto
  • 13. Markets are conversations. Their members communicate in language that is natural, open, honest, direct, funny and often shocking. Whether explaining or complaining, joking or serious, the human voice is unmistakably genuine. It can't be faked. organisations Most corporations, on the other hand, only know how to talk in the soothing, humorless monotone of the mission statement, marketing brochure, and your-call-is-important-to-us busy signal. Same old tone, same old lies. No wonder networked markets have no respect for companies unable or unwilling to speak as they do. organisations But learning to speak in a human voice is not some trick, nor will corporations convince us they are human with lip service about "listening to customers." They will only sound human when they empower real human beings to speak on their behalf. the Cluetrain Manifesto
  • 14. The Web as a library
  • 15. The Web as the new TV
  • 16. The Web as a Party
  • 17. The breakup • http://www.youtube.com/watch?v=D3qltEtl7H8
  • 18. PASSION: the people at the Party
  • 19. PASSION: the people at the Party ! P is for People
  • 20. PASSION: the people at the Party ! P is for People ! A is for Active
  • 21. PASSION: the people at the Party ! P is for People ! A is for Active ! S is for Supply
  • 22. PASSION: the people at the Party ! P is for People ! A is for Active ! S is for Supply ! S is for Smart
  • 23. PASSION: the people at the Party ! P is for People ! A is for Active ! S is for Supply ! S is for Smart ! I is for Irreverent
  • 24. PASSION: the people at the Party ! P is for People ! A is for Active ! S is for Supply ! S is for Smart ! I is for Irreverent ! O is for Ownership
  • 25. PASSION: the people at the Party ! P is for People ! A is for Active ! S is for Supply ! S is for Smart ! I is for Irreverent ! O is for Ownership ! N is for Niches
  • 26. and you’re just one of them… • This is not a threat, it’s a possibility
  • 28. And so…! ! ! Where do I want to be?
  • 29. And so…! ! ! Where do I want to be? ! What do I want to do?
  • 30. And so…! ! ! Where do I want to be? ! What do I want to do? ! Who do I want to talk with?
  • 31. And so…! ! ! Where do I want to be? ! What do I want to do? ! Who do I want to talk with? ! Who do I want to listen to?
  • 32. And so…! ! ! Where do I want to be? ! What do I want to do? ! Who do I want to talk with? ! Who do I want to listen to? ! What do they expect of me?
  • 33. And so…! ! ! Where do I want to be? ! What do I want to do? ! Who do I want to talk with? ! Who do I want to listen to? ! What do they expect of me? ! How can I add value?
  • 34. And so…! ! ! Where do I want to be? ! What do I want to do? ! Who do I want to talk with? ! Who do I want to listen to? ! What do they expect of me? ! How can I add value? ! How will I manage ?
  • 35. And so…! ! ! Where do I want to be? ! What do I want to do? ! Who do I want to talk with? ! Who do I want to listen to? ! What do they expect of me? ! How can I add value? ! How will I manage ? ! When and how will I leave?
  • 36. Micro stories Twitter: more than a latte in Starbucks
  • 37.
  • 38.
  • 39.
  • 41. Twitter is... • not about technology
  • 42. Twitter is... • not about technology • not about media
  • 43. Twitter is... • not about technology • not about media • not about messages...
  • 44. Twitter is... • not about technology • not about media • not about messages... • about conversations
  • 45. Twitter is... • not about technology • not about media • not about messages... • about conversations • about relationships
  • 46. Twitter is... • not about technology • not about media • not about messages... • about conversations • about relationships • about adding value...
  • 47. Twitter is... • not about technology • not about media • not about messages... • about conversations • about relationships • about adding value... • a verb
  • 48. So what is it? And what’s it for?
  • 49. So what is it? • Chatter or “ambient intimacy” And what’s it for?
  • 50. So what is it? • Chatter or “ambient intimacy” • Relationships or ‘realationships’ And what’s it for?
  • 51. So what is it? • Chatter or “ambient intimacy” • Relationships or ‘realationships’ • The stream And what’s it for?
  • 52. So what is it? • Chatter or “ambient intimacy” • Relationships or ‘realationships’ • The stream And what’s it for? • Information
  • 53. So what is it? • Chatter or “ambient intimacy” • Relationships or ‘realationships’ • The stream And what’s it for? • Information • Questions
  • 54. So what is it? • Chatter or “ambient intimacy” • Relationships or ‘realationships’ • The stream And what’s it for? • Information • Questions • News
  • 57. Twitter: the mechanics • the Tweet • the follower
  • 58. Twitter: the mechanics • the Tweet • the follower • the @reply
  • 59. Twitter: the mechanics • the Tweet • the follower • the @reply • the DM
  • 60. Twitter: the mechanics • the Tweet • the follower • the @reply • the DM • the link
  • 61. Twitter: the mechanics • the Tweet • the follower • the @reply • the DM • the link • the #hashtag
  • 62. Twitter: the mechanics • the Tweet • the follower • the @reply • the DM • the link • the #hashtag • the list
  • 63. ... and what that means
  • 64. ... and what that means • the Tweet - your contribution to the conversation
  • 65. ... and what that means • the Tweet - your contribution to the conversation • the follower - the people in the conversation
  • 66. ... and what that means • the Tweet - your contribution to the conversation • the follower - the people in the conversation • the @reply - your added value: joining in
  • 67. ... and what that means • the Tweet - your contribution to the conversation • the follower - the people in the conversation • the @reply - your added value: joining in • the DM - your added value: private help
  • 68. ... and what that means • the Tweet - your contribution to the conversation • the follower - the people in the conversation • the @reply - your added value: joining in • the DM - your added value: private help • the link - your added value: knowledge
  • 69. ... and what that means • the Tweet - your contribution to the conversation • the follower - the people in the conversation • the @reply - your added value: joining in • the DM - your added value: private help • the link - your added value: knowledge • the #hashtag - your added value: organising
  • 70. ... and what that means • the Tweet - your contribution to the conversation • the follower - the people in the conversation • the @reply - your added value: joining in • the DM - your added value: private help • the link - your added value: knowledge • the #hashtag - your added value: organising • the list - your added value: co-ordinating
  • 71. ... and what that means • the Tweet - your contribution to the conversation • the follower - the people in the conversation • the @reply - your added value: joining in • the DM - your added value: private help • the link - your added value: knowledge • the #hashtag - your added value: organising • the list - your added value: co-ordinating •
  • 73. what to say • The news
  • 74. what to say • The news • The story
  • 75. what to say • The news • The story • The comment
  • 76. what to say • The news • The story • The comment • The question
  • 77. what to say • The news • The story • The comment • The question • The answer
  • 78. what to say • The news • The story • The comment • The question • The answer • The idea
  • 79. what to say • The news • The story • The comment • The question • The answer • The idea • The link
  • 80. what to say • The news • The story • The comment • The question • The answer • The idea • The link • The thought
  • 81. what to say • The news • The story • The comment • The question • The answer • The idea • The link • The thought
  • 82. what to say • The news • The story • The comment • The question • The answer • The idea • The link • The thought •
  • 83. ... and what that means
  • 84. ... and what that means • The news - I have something you should know
  • 85. ... and what that means • The news - I have something you should know • The story - You have got to hear this!
  • 86. ... and what that means • The news - I have something you should know • The story - You have got to hear this! • The comment - I have something to add
  • 87. ... and what that means • The news - I have something you should know • The story - You have got to hear this! • The comment - I have something to add • The question - I don’t know everything
  • 88. ... and what that means • The news - I have something you should know • The story - You have got to hear this! • The comment - I have something to add • The question - I don’t know everything • The answer - Here to help
  • 89. ... and what that means • The news - I have something you should know • The story - You have got to hear this! • The comment - I have something to add • The question - I don’t know everything • The answer - Here to help • The idea - What do you think?
  • 90. ... and what that means • The news - I have something you should know • The story - You have got to hear this! • The comment - I have something to add • The question - I don’t know everything • The answer - Here to help • The idea - What do you think? • The link - I found this for you
  • 91. ... and what that means • The news - I have something you should know • The story - You have got to hear this! • The comment - I have something to add • The question - I don’t know everything • The answer - Here to help • The idea - What do you think? • The link - I found this for you • The thought - I’m human and passionate
  • 92. ... and what that means • The news - I have something you should know • The story - You have got to hear this! • The comment - I have something to add • The question - I don’t know everything • The answer - Here to help • The idea - What do you think? • The link - I found this for you • The thought - I’m human and passionate
  • 93. ... and what that means • The news - I have something you should know • The story - You have got to hear this! • The comment - I have something to add • The question - I don’t know everything • The answer - Here to help • The idea - What do you think? • The link - I found this for you • The thought - I’m human and passionate •
  • 95. Some (content) principles ! V is for Voice
  • 96. Some (content) principles ! V is for Voice ! I is for i with a small I
  • 97. Some (content) principles ! V is for Voice ! I is for i with a small I ! S is for Simple
  • 98. Some (content) principles ! V is for Voice ! I is for i with a small I ! S is for Simple ! I is for Improvise
  • 99. Some (content) principles ! V is for Voice ! I is for i with a small I ! S is for Simple ! I is for Improvise ! O is for Open Source
  • 100. Some (content) principles ! V is for Voice ! I is for i with a small I ! S is for Simple ! I is for Improvise ! O is for Open Source ! N is for Narrative
  • 101. Case stories Twitter is a space not a single way of working
  • 102.
  • 103.
  • 104.
  • 105.
  • 106.
  • 107. Some Twitter spaces to look at ! http://twitter.com/SuffolkTS ! http://twitter.com/KMCnetworks ! http://twitter.com/uknationalparks ! http://twitter.com/wolvesparkies ! http://twitter.com/natashabadhwar ! http://twitter.com/TuftsUniversity
  • 110. Problems and possibilities • Select a project you’re involved in
  • 111. Problems and possibilities • Select a project you’re involved in • Mindmap the pros and cons of using Twitter as part of that project
  • 112. Problems and possibilities • Select a project you’re involved in • Mindmap the pros and cons of using Twitter as part of that project • Outline how that could work practically
  • 113. Problems and possibilities • Select a project you’re involved in • Mindmap the pros and cons of using Twitter as part of that project • Outline how that could work practically • What needs to be put in place to manage that?
  • 115. Some (Twitter) principles ! Keep it short
  • 116. Some (Twitter) principles ! Keep it short ! Keep it simple
  • 117. Some (Twitter) principles ! Keep it short ! Keep it simple ! Think stream
  • 118. Some (Twitter) principles ! Keep it short ! Keep it simple ! Think stream ! Be linky
  • 119. Some (Twitter) principles ! Keep it short ! Keep it simple ! Think stream ! Be linky ! Be 3D
  • 120. Some (Twitter) principles ! Keep it short ! Keep it simple ! Think stream ! Be linky ! Be 3D ! Be colourful
  • 121. Some (Twitter) principles ! Keep it short ! Keep it simple ! Think stream ! Be linky ! Be 3D ! Be colourful ! Grab the tag
  • 122. Some (Twitter) principles ! Keep it short ! Keep it simple ! Think stream ! Be linky ! Be 3D ! Be colourful ! Grab the tag ! and... add value
  • 123. Coffee
  • 124. Facebook and Google+ Inviting friends around or popping round for a chat?
  • 125.
  • 126.
  • 127.
  • 128.
  • 129.
  • 131. Social networks are... • not about technology
  • 132. Social networks are... • not about technology • not about media
  • 133. Social networks are... • not about technology • not about media • not about messages...
  • 134. Social networks are... • not about technology • not about media • not about messages... • about conversations
  • 135. Social networks are... • not about technology • not about media • not about messages... • about conversations • about relationships
  • 136. Social networks are... • not about technology • not about media • not about messages... • about conversations • about relationships • about adding value...
  • 137. Social networks are... • not about technology • not about media • not about messages... • about conversations • about relationships • about adding value... • a verb
  • 138. So what are they? And what are they for?
  • 139. So what are they? • Network of networks And what are they for?
  • 140. So what are they? • Network of networks • Social Graph And what are they for?
  • 141. So what are they? • Network of networks • Social Graph • Social CV And what are they for?
  • 142. So what are they? • Network of networks • Social Graph • Social CV • Home And what are they for?
  • 143. So what are they? • Network of networks • Social Graph • Social CV • Home And what are they for? • Sharing
  • 144. So what are they? • Network of networks • Social Graph • Social CV • Home And what are they for? • Sharing • Helping and being helped
  • 145. So what are they? • Network of networks • Social Graph • Social CV • Home And what are they for? • Sharing • Helping and being helped • Archiving
  • 146. Social networks: the mechanics
  • 147. Social networks: the mechanics • the user
  • 148. Social networks: the mechanics • the user • the page
  • 149. Social networks: the mechanics • the user • the page • the event
  • 150. Social networks: the mechanics • the user • the page • the event • the friends and the ‘circle’
  • 151. Social networks: the mechanics • the user • the page • the event • the friends and the ‘circle’ • the Like and the Plus 1
  • 152. Social networks: the mechanics • the user • the page • the event • the friends and the ‘circle’ • the Like and the Plus 1 • the Wall and the Stream
  • 153. ... and what that means
  • 154. ... and what that means • the user - there are real people here
  • 155. ... and what that means • the user - there are real people here • the page - we’re open for conversation
  • 156. ... and what that means • the user - there are real people here • the page - we’re open for conversation • the event - we’re active
  • 157. ... and what that means • the user - there are real people here • the page - we’re open for conversation • the event - we’re active • the friend - we have partners not just followers
  • 158. ... and what that means • the user - there are real people here • the page - we’re open for conversation • the event - we’re active • the friend - we have partners not just followers • the like - we listen
  • 159. ... and what that means • the user - there are real people here • the page - we’re open for conversation • the event - we’re active • the friend - we have partners not just followers • the like - we listen • the wall - we’re moving
  • 161. Google+ and Facebook • Facebook's reach
  • 162. Google+ and Facebook • Facebook's reach • Facebook's apps and e-commerce
  • 163. Google+ and Facebook • Facebook's reach • Facebook's apps and e-commerce • Facebook timeline
  • 164. Google+ and Facebook • Facebook's reach • Facebook's apps and e-commerce • Facebook timeline • Google's circles and shared circles
  • 165. Google+ and Facebook • Facebook's reach • Facebook's apps and e-commerce • Facebook timeline • Google's circles and shared circles • Google's sparks
  • 166. Google+ and Facebook • Facebook's reach • Facebook's apps and e-commerce • Facebook timeline • Google's circles and shared circles • Google's sparks • Google integration and search
  • 167. Google+ and Facebook • Facebook's reach • Facebook's apps and e-commerce • Facebook timeline • Google's circles and shared circles • Google's sparks • Google integration and search • Google hangouts video chat
  • 169. what to do • Conduct business
  • 170. what to do • Conduct business • service delivery
  • 171. what to do • Conduct business • service delivery • inform
  • 172. what to do • Conduct business • service delivery • inform • customer service
  • 173. what to do • Conduct business • service delivery • inform • customer service • Service development
  • 174. what to do • Conduct business • service delivery • inform • customer service • Service development • open source R&D
  • 175. what to do • Conduct business • service delivery • inform • customer service • Service development • open source R&D • ‘focus group’
  • 176. what to do • Conduct business • service delivery • inform • customer service • Service development • open source R&D • ‘focus group’
  • 177. what to do • Conduct business • service delivery • inform • customer service • Service development • open source R&D • ‘focus group’
  • 178. what to do • Conduct business • service delivery • inform • customer service • Service development • open source R&D • ‘focus group’ •
  • 179. ... and what that means
  • 180. ... and what that means • Conduct business - we are wherever you are
  • 181. ... and what that means • Conduct business - we are wherever you are • service delivery - we work where you are
  • 182. ... and what that means • Conduct business - we are wherever you are • service delivery - we work where you are • inform - we deliver where you are
  • 183. ... and what that means • Conduct business - we are wherever you are • service delivery - we work where you are • inform - we deliver where you are • customer service - we’re here
  • 184. ... and what that means • Conduct business - we are wherever you are • service delivery - we work where you are • inform - we deliver where you are • customer service - we’re here • Service development - we’re open for business
  • 185. ... and what that means • Conduct business - we are wherever you are • service delivery - we work where you are • inform - we deliver where you are • customer service - we’re here • Service development - we’re open for business • open source R&D - you know more than us
  • 186. ... and what that means • Conduct business - we are wherever you are • service delivery - we work where you are • inform - we deliver where you are • customer service - we’re here • Service development - we’re open for business • open source R&D - you know more than us • ‘focus group’ - we’ll help you help us
  • 187. Case stories Social networks are a space not a single way of working
  • 188.
  • 189.
  • 190.
  • 191.
  • 192.
  • 193.
  • 194.
  • 195.
  • 196.
  • 197.
  • 198. Some Facebook spaces to look at ! http://www.medway.gov.uk/councilanddemocracy/ communications/facebook.aspxhttp://www.facebook.com/ letstalkcentral ! http://www.facebook.com/pages/Sunderland-United-Kingdom/ Sunderland-City-Council-Planning-Policy-Section/ 143850600228 ! http://www.facebook.com/nationaltrust?v=wall ! http://www.facebook.com/universityofmichigan ! http://www.Facebook.com/LoveUK
  • 199. Discussion A strategic approach to social networks
  • 201. Problems and possibilities • Select a project you’re involved in
  • 202. Problems and possibilities • Select a project you’re involved in • Mindmap the pros and cons of using Facebook and/or Google+ as part of that project
  • 203. Problems and possibilities • Select a project you’re involved in • Mindmap the pros and cons of using Facebook and/or Google+ as part of that project • Outline how that could work practically
  • 204. Problems and possibilities • Select a project you’re involved in • Mindmap the pros and cons of using Facebook and/or Google+ as part of that project • Outline how that could work practically • What needs to be put in place to manage that?
  • 205. Some (social network) principles
  • 206. Some (social network) principles ! Groupthink
  • 207. Some (social network) principles ! Groupthink ! Join and lead
  • 208. Some (social network) principles ! Groupthink ! Join and lead ! Multimedia
  • 209. Some (social network) principles ! Groupthink ! Join and lead ! Multimedia ! Be linky
  • 210. Some (social network) principles ! Groupthink ! Join and lead ! Multimedia ! Be linky ! Voices plural
  • 211. Some (social network) principles ! Groupthink ! Join and lead ! Multimedia ! Be linky ! Voices plural ! Open source
  • 212. Some (social network) principles ! Groupthink ! Join and lead ! Multimedia ! Be linky ! Voices plural ! Open source ! Be global
  • 213. Some (social network) principles ! Groupthink ! Join and lead ! Multimedia ! Be linky ! Voices plural ! Open source ! Be global ! and... add value
  • 214. There’s more to the Live Web Beyond Twitter and Facebook
  • 215. Blogs
  • 216.
  • 217. Some Blog spaces to look at ! http://plymouthbb.wordpress.com/ ! http://suffolktradingstandards.wordpress.com/ ! http://cllrandrewwallis.blogspot.com ! http://www.nypl.org/voices/blogs/blog-channels ! http://swansealibraries.blogspot.com/ ! http://jimdixon.wordpress.com/
  • 219.
  • 220.
  • 221.
  • 223.
  • 224.
  • 225. Some Mash-up spaces to look at ! http://sanfrancisco.crimespotting.org/about ! http://urbanforestmap.org/ ! http://217.20.24.202:8080/connect/ ! http://maps.police.uk/ ! http://www.emergencyfoodshelf.org/AboutUs/ ContactUs/DirectionsToEFN.aspx ! http://www.ilovemountains.org/myconnection/
  • 226.
  • 228.
  • 229. And in case you need more • I’ll post more links as I find them: • twitter.com/internationale • https://www.evernote.com/pub/theinternationale/c2bd
  • 230. contact me: • http://www.slideshare.net/theinternationale • Paul Caplan • www.theinternationale.com • praxis@theinternationale.com • Twitter.com/internationale • 07801 151 052
  • 231. appendices • Some thoughts
  • 232. A-Z of Live Web ! A is for active audience. As Dan Gillmor points out, your audience is smarter than you. But they are also active. They do not passively consume, they actively converse.   ! B is for blogosphere. Blogging and other read/write conversations are not a new medium, they are a new space where new sorts of relationships and cultural practices are being forged.   ! C is for conversation. This new space is not about one-way ‘munication’, it’s not even about structured co-munication, it’s about conversation - an alive, real, open chat.   ! D is for delivery. The key thing about playing in this space is making sure you deliver. You can’t blag or spin, they’ll find you out. If you promise something, deliver it. If you can’t, explain why.   ! E is for engage. Meet with. Talk with. Work with. Engaging is about making your conversations, fun, relevant and real.   ! F is for FUD culture. The guys behind Naked Conversations use the business terms ‘fud’ to refer to the fear, uncertainty and doubt, that stops development. You want to engage with this new space, conquer it and tell your boss to conquer it or be left behind.  
  • 233. A-Z of Live Web ! G is for good enough. Don’t worry about creating perfection. Blogs are never finished, they are in process. Go for the ‘good enough’, it’s more human.   ! H is for hypermedia. The Live Web is multimedia. It’s built on and through Live Media and linking. Start thinking in terms of pictures, sounds and words, linked and mashed-up.   ! I is for is with a small i. It’s not YOU it’s you. The small you. The you that’s one many many. The you that is an individual but not arrogant.   ! J is for just in time. The Live Web is about responding to the now, relating to the moment, adding to the ongoing conversation rather than waiting for the ‘right moment’. ! K is for keywords. The key words or tags in your post allow your story to link to others, be searched, catalogued and related to other stories. Keywords are the bits that join up the blogosphere. ! L is for linking. Your blog needs others if it is to be written by an ‘i’. Your links show you are in the conversation.   ! M is for mobile. Reading the Live Web is a mobile experience. Writing it is rapidly becoming so.   ! N is for network effect. The Internet is a network, as you increase the number of points in the network, you increase the number of connections exponentially. Content is the points and content relationships are the powerful connections.  
  • 234. A-Z of Live Web ! O is for open source. Open source software is developed by collections of individuals who make their work available for others to improve and develop. Open source software is often seen as better written, better supported and more stable than traditional proprietary software. The Live Web makes possible open source content.   ! P is for personal. The Live Web is big but it is also very small. It is my thoughts, my pictures, my bookmarks…but my personal content to share and use as the basis for content relationships.   ! Q is for q&a. The conversations that drive content relationships are often begun with a question which begs answers, which lead to more questions which lead and so on. The important point is that this chain is never finished.   ! R is for read/write. It is no longer an option to simply read. The Live Web does not just allow or even encourage response, it demands it. Just as the state saves all our data within its web of surveillance so ‘our’ Web is being built by our reading practices, our uploading and tagging and our sharing. ! S is for social. The blogosphere is a social space. It is where meetings happen - not in the old idea of a ‘chat room’ but in the more potent sense of a content relationship. This social space is not a replica of the real space it is a technologically enhanced content space where smart tagging, hypermedia linking and read/write mash-ups create producer/consumers with different social and cultural expectations and demands.  
  • 235. A-Z of Live Web ! T is for transparent technology. Yes, the Live Web has been made possible by html, asp, php, ajax, http and countless other geeky acronyms but technology is becoming increasingly transparent, just as the mobile phone it is now a part of people’s communications and relationships. It is now easy to play an active part in the Live Web without having to understand the engine that drives it. ! U is for understand. The conversations across the Live Web demand understanding and empathy. Unlike the days of the Static Web, it is no longer possible to send out messages and expect audiences or demographic samples to absorb them. It is not even just about targeting, it’s about engaging with people, talking to them and understanding them as producer/consumers, as people as fellow players in the new space.   ! V is for voice. The Live Web is human. Databases can’t play here. Neither can spinmeisters or salesmen or marketers. All these shadows without voices are discovered and laughed out of the conversation. If you want to talk to me, use your own voice.
  • 236. A-Z of Live Web ! W is for wiki effect. Wikis are open source content spaces where anyone can add and edit information, cranking up the quality using the wisdom of crowds. Wikis or the next generation of collaborative content spaces are the next generation of Live Web tools where content value is created through the interplay of many.   ! X is for xml. Extensible Mark-up Language is the standard which enables Live Web content to be tagged and flow around the new systems and spaces. You don’t need to know how. You just need to exploit it to the max.   ! Y is for you. The Live Web space is waiting to be exploited and played in. It’s not the CEO’s decision. It’s not up to the IT team to do it. It’s up to you. The Live Web is waiting for you not your organisation. ! Z is for zen. Zen is about the present moment. It is about the simple and basic. It’s about the small. It’s about not trusting people who tell you they have a monopoly on the truth. So is the Live Web.  
  • 237. Civil service code • Principles for participation online • The Civil Service Code applies to your participation online as a civil servant or when discussing government business. You should participate in the same way as you would with other media or public forums such as speaking at conferences. • How the Civil Service Code applies to online participation • Disclose your position as a representative of your department or agency unless there are exceptional circumstances, such as a potential threat to personal security. Never give out personal details like home address and phone numbers. • Always remember that participation online results in your comments being permanently available and open to being republished in other media. Stay within the legal framework and be aware that libel, defamation, copyright and data protection laws apply. This means that you should not disclose information, make commitments or engage in activities on behalf of Government unless you are authorised to do so. This authority may already be delegated or may be explicitly granted depending on your organisation. • Also be aware that this may attract media interest in you as an individual, so proceed with care whether you are participating in an official or a personal capacity. If you have any doubts, take advice from your line manager.
  • 238. Ten books to read ! Chris Locke et al :: The Cluetrain Manifesto ! Chris Locke :: Gonzo Marketing ! Shel Israel and Robert Scoble :: Naked Conversations ! Don Tapscott and Anthony Williams :: Wikinomics & Macrowikinomics ! Clay Shirky :: Here Comes Everybody ! Clay Shirky :: Cognitive Surplus ! Charles Leadbetter :: We Think ! Jeff Jarvis :: What Would Google Do? ! David Weinberger :: Everything is Miscellaneous ! Jeff Howe :: Crowdsourcing
  • 239. PASSION ! P is for 'people': The writers, readers and reader/writers out there are not demographics or market niches, they are not passive grateful; receivers of your messages. They are people, ordinary human beings who expect to be treated as such. They have ups and downs, interests, passions and commitments that become conversations and relationships. As with all 'people' you earn their trust and friendship. you have no right to it. ! A is for 'active': These people don't sit back and wait for media and store to come to them. They create their own. They are creative with their phones. They create on Social Networks and YouTube. They are creative with language, finding new ways to tell stories and run their relationships. And they are active with you. They have active expectations. They expect to be able to ask questions, contribute and join in and they expect that activity to be welcomed and enabled. ! S is for 'supply': These people are not short of stories and information. There is an overabundance of material for people to read and read/write. Some of its official, some not. Some from established storytellers like the BBC, the Encyclopaedia Britannica and you, some not. Your information and stories are one among many. They are fighting for attention and more importantly they are competing to become conversations and starting points for relationships. Your information and stories maybe great but they do not have a God-given right to be at the front. ! S is for 'smart': These people are clever. They can get information, check it, link it and network it. They can use the power of networks and the wisdom of crowds to connect and build on ideas and information faster than you can direct form the top. You know a lot about your subject, issue or business but you don't know everything. Your customers, clients and stakeholders know stuff too and they're sharing it.
  • 240. PASSION ! I is for 'irreverent': The culture of the Live Web has no respect. People do not tug their forelocks and thank you. The great and the good do not carry weight because of their history or brand. Lawyers cannot enforce due deference. You can earn respect and your place but it is not your right. ! O is for 'ownership': It is not just the stories that make up the Live Web that are subject to new ideas of copyright. It is the very spaces themselves. Stories are enabled to spin around the Live Web because of 'creative commons' licenses but the spaces they live in are Commons to. You have not 'let us' publish them. They are 'ours'. You can join us but you cannot own them, our stories or us. ! N is for 'niches': The people are not niches in the old marketing sense, they are the 'new niches'. They are evolving their own niches of interest. Some are small, some huge. People can be members of many at the same time. They can be long-lasting or short-lived. They cannot be targeted but the people that make them can be talked with. They cannot be tracked but the conversation attractors can be found and engaged with.
  • 241. VISION ! V is for Voice: Read: People talk on the Live Web because they want to. They’re choosing to be there. Listen to what they say but also the way they say it. Listen to the conversations as well as the polemics. Listen to their voices, then you can talk with them. Write: You’re a human being, talk like one. The Live Web doesn’t welcome spin doctors, PR-meisters or lawyers. It’s a place for conversations between people. People chat. Sometimes in long sentences with lots of subordinate clauses that carry the reader along with enthusiasm. Sometimes not. The Live Web is your chance to meet people and talk and listen like you’re bothered. Talk to me. I’m not a demographic or a market niche or a target. I’m a person. ! I is for i with a small i: Read: Listen quietly and modestly. People are talking about your issues. Except they’re not ‘your’ issues, they’re theirs. Some people on the Live Web talk without listening. But most are engaged in conversations between small i’s. Be one. Write: You are not the centre of the universe. No-one trusts anyone who has all the answers: if you meet the Buddha on the road kill him. Your voice is one among many. Your perspective is just one way of seeing things. Your ideas are interesting but they’re not the final word. Earn your right to talk in these spaces by listening and then join in on the community’s terms. Be willing to be less arrogant. You have something to add but it’s not the whole story. ! S is for Simple: Read: It’s a party. The biggest party you’ve ever been invited to. Relax. Enjoy. People are just people, treat them like that. Listen politely and attentively to what they’re really saying. It’s simple. They’re talking about the lives and worlds. Write: Don’t try and be clever. You don’t have to be. You can be yourself and tell it like it really is. You don’t have to fill every gap or silence. Leave some white space. Look for what you can leave out as well as what you can put in. Keep it clear and direct but be warned, you’re not ‘delivering messages’ you’re engaging in conversation. You’re just making sure the person you’re talking with can understand you and you can understand
  • 242. VISION ! I is for Improvise: Read: Enjoy the conversation, the way people bounce ideas off each other, the way they connect. They’re jammin’. They’re not selling or telling, they’re chatting, creating something together, letting it emerge without planning. Write: Don’t over-plan. Let the conversation develop. You ‘call’ someone ‘responds’; they ‘call’ you respond. Together you make a conversation and build a relationship. Sometimes you lead; sometimes you follow. Sometimes you‘re quiet. You know your area. Be confident in that and let that be your foundation while you talk. This is not a solo, it’s a group where everyone bounces off everyone else and together build a unique conversation. ! O is for Open Source: Read: Everyone’s got something to contribute. This is crowdeffect. Listen to others and work with them and the conversation. The more voices, the more brains, the more ideals, the better the quality. Write: You have something real to contribute. You have But you can’t do it on your own. Get others involved. Work with their knowledge and enthusiasm. Outsource your communication. Start something off and let others improve it or let them start it. If you work with others you can achieve far more and so can they. Don’t keep the source code close to your chest, get it out there where it can develop, grow and improve. ! N is for Narrative: Read: Sit back and relax. People are telling stories. They’re stories about their lives, their passions and your issues. They’re personal and real and so they care about them. If you want to know what people really think, listen, they’re tell. Write: Tell your stories. Ground your abstract issues in real beginnings, middles and ends, characters and plots, pace and tension. Make them your stories, personal and real. Make them real and relevant. Find memorable details that paint pictures and let your listener see and your viewer hear the people, the ideas and the passion. Enjoy your story, it’ll sound better.

Editor's Notes

  1. You: expectations\nMe: content industries Journalism, Education, Consultancy\nAim of day: not techie, not even services, attitude\nCrowd sourcing, wikinomics\n
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  64. what is news?\n\nWhose story\n\n\n
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  66. what is news?\n\nWhose story\n\n\n
  67. what is news?\n\nWhose story\n\n\n
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  82. V individual\nI. Questions\nS. Relevance\nI. Comment\nO. Connect\nn. Stories\n
  83. V individual\nI. Questions\nS. Relevance\nI. Comment\nO. Connect\nn. Stories\n
  84. V individual\nI. Questions\nS. Relevance\nI. Comment\nO. Connect\nn. Stories\n
  85. V individual\nI. Questions\nS. Relevance\nI. Comment\nO. Connect\nn. Stories\n
  86. V individual\nI. Questions\nS. Relevance\nI. Comment\nO. Connect\nn. Stories\n
  87. V individual\nI. Questions\nS. Relevance\nI. Comment\nO. Connect\nn. Stories\n
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  89. 5,400 followers who wait for him to post the current location of his itinerant cart and list the flavors of the day, like lavender and orange creamsicle.\n
  90.  in the first year a million Twitter followers. It has now surpassed 1.75 million people.\nleading natural and organic food store in the world with nearly 300 locations in North America and the United Kingdom.\n 90% of our output on Twitter directly responding to people who have questions. They’ll ask us, “Can I get this at my local store?” or “What are your holiday hours going to be?” or “Can you tell me a gluten-free alternative to cornbread stuffing?”\n150 different Twitter accounts\nTwitter.com/WFMcheese. That’s our cheese expert who has a quadruple PhD in cheese. She’s one of the world’s leading cheese experts.\nWe also have a wine account and \nan automated account for recipes.  \nThe rest, the 150 plus, are our local stores.\nwe found is that not every store has someone who’s really familiar with social media or with Twitter specifically\n\n
  91. started shortly after midnight by Dan Thompson, who runs a social initiative aimed at encouraging people to use empty shops and open spaces. By 10am Monday, the tag was the top trending topic in the UK, and the second worldwide.\nA Facebook group to collate information was set up shortly afterwards, and had 3,600 members by mid-morning. Eleven locations in London had volunteers arriving for cleanup operations, according to a Wiki site set up on Tuesday. There are also similar operations in Bristol and Liverpool.\n\nCatchaLooter (@Catchalooter on Twitter)\nThis is a Tumblr blog where people are encouraged to submit images of looters. Is this 21st Century vigilantism? Or is the just a faster response than the Police would ever be capable of? You decide.\n\n
  92. 14 oct 24 hrs\n3205 incidents\n3k to 17k followers\nComments what comes across from these tweets is how much the police are involved in the community and how much they are relied upon.\nAlso showed need to coordinate. Ram raid. Dangerous driving, damaged car.\n
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  94. Suffolk conversations\nTufts FF retweets\n
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  100. Linky. RT #FF\n
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  141. Circles like following on twitter not have to follow you\n
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  145. Circles like following on twitter not have to follow you\n
  146. Circles like following on twitter not have to follow you\n
  147. Circles like following on twitter not have to follow you\n
  148. what is news?\n\nWhose story\n\n\n
  149. what is news?\n\nWhose story\n\n\n
  150. what is news?\n\nWhose story\n\n\n
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  164. Last year's breast cancer awareness stunt, in which women on Facebook posted a color name without commentary, brought 140,000 new Facebook fans to the Susan G. Komen Breast Cancer Foundation's Facebook page,\n\n\n
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  166. Visitbritain check in write review 250k visits to Top 50 page leader board , fans up 34%\nCompetition. £2k, £1k\n
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  168. Blogs\nYouTube\n
  169. The music team at City of Bath College realised that a whole community of musicians existed on YouTube and Facebook, and these communities were networking and promoting themselves extensively. The music team also found that they had some difficulty contacting their students using mobile phones and emails, and wanted to find another way to improve communications for their students.\nThe College decided to conduct usability research into student online trends focussing on the technology they liked to access and use. The study determined that around 99% of their students used Facebook, with some 70% using internet-enabled mobile devices.\n\nThe music team put all the students into groups on Facebook, providing an opportunity to share and collaborate with each other on their work and the course as a whole. Over the summer period staff have enabled activities, gigs and musical collaborations to continue; students are enthused to pursue their music because it is not just about their course – but part of their lives\n\n end-of-year album, released on iTunes\n\n
  170. The students themselves prompted the use of social networking\nThe students were keen to have access to a photographic record that they could share with parents and friends and so they asked Koren to upload the photos she takes on these visits to their own personal online spaces. When Koren declined this request – because of privacy concerns if the images were in the public domain, one of the students created a site using Facebook Groups. This was intended for the exclusive use of the group, with Koren and a couple of trusted students acting as administrators. This level of control enabled Koren to upload images for the students to share whilst keeping the risks to a minimum.\nIn addition, Koren takes advantage of the widespread use of Facebook by her students to provide her with a quick and direct communications link with them. For example, a student who doesn't appear for a session may receive a message from Koren querying where they are via Facebook: 'Has anyone seen them? Has anyone heard from them?' Most of our students have got alerts set up on their mobile phones so that as soon as something happens on Facebook it comes through. Then it's a case of, ‘Oh! Koren wants to know where I am. Better go and speak to her…'\nThese messages will usually be received directly on the students' personal mobile phones.\nUsing a Facebook Group with the highest privacy settings protects the personal pages\n\noren also uses Facebook to provide a quick online reference page for her public services students\n\n
  171. George Mason posted a link to blog The Patriot Life, to which eight students contribute posts about student life.\n
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