Tim O’Reilly – O’Reilly media coined the phrase. What is it? IT = technology and architecture geared for web, iPod, PDA’s & Phones; HTML (Hyper text markup language) vs. XML (Extensible markup language) – Open content management driven content.
DESIGN = cool names & design elements; iconic, user friendly THOUGHT LEADERS = collaborative mashup of thinkers – state of mind(s)
Centres of influence emerge everywhere – and people often connect across platforms You may find pockets in all spaces so you need to engage across multiples 4 Technologies that have empowered people: Social Media, Video, Cloud computing and Smart phones
Consumer access to tools empowers them as: reporters videographers bloggers dj’s syndicators
To reach a state of homeostatis – that ‘zen like’ state (internally and externally) - you must actively listen and morph as needed to achieve your goal states! Internally, if your goal state changes, so must your structure and process to achieve that goal. Externally, if outside variants are affecting either goal states or structure and process, changes must be made (i.e. improved customer service or improved customer regard) to maintain that organizational ‘zen.’ Organizations today must seek the external feedback so that the early radar system is set off BEFORE tragic results can occur. Focusing only within your organization is short sighted – because the boundary you presume to protect you from the outside variants will burst if enough force is applied to the boundary – just like a balloon – creating chaos and disorganization. In this state, it becomes difficult to regain control.
One way communication – ‘us to you’ mentality
Sharing mentality – we are all connected – and connected across multiple devices Advanced device use has increased social media use because the applications are easily consumed and managed using the tools Televisions are being engineered to browse now – so are DVD players and the like
This is the new view of web content – multi channels
Be there or B-square…they are already talking but are you listening to what they say.
Strategic Communications – can begin to predict things (behaviour, product cycles, product or service improvements, etc)
Ask the hard questions Claim your space so not to be brand jacked!
PR channel, customer service channel, corporate services channel, R&D – endless possibilities Measures (if you can tag it, you can track it but also…market research success too)
Phillips chose Linkedin only and have created the largest Linkedin Group providing invaluable information in advance of their brand. They listen to what is heard and adapt
Fish where the fish are
Your advocates are important – let them know you understand this
Make sure you assess what is working and what is not
You can’t control the message – understand and accept that! That said, there are nuggets in what you hear (can really help you address issues as they arise and provide more of what people want to hear).
Don’t be afraid to communicate and be creative – take a few chances and create some buzz. Business process with a little fun is necessary!
Know your Audience
(as people and not markets)
(feedback helps inform)
(proactive vs. reactive)
A Strategic Approach
Commitment (staff &
What will we do if we hear
things we don’t like?
Do our customers need it
(or want it)?
24/7 or 8/5
• What goals can be tactically supported online?
• How can we measure success?
• What type of collaboration do we desire?
(i.e. customer support, marketing or market research,
awareness for funding, content contributors, partners)
•Member exclusive or open to all?
IF NO… #FAIL @organization
• What are similar organizations up to ?
• Do they have groupies?
• Who should we collaborate with and where?
• What Incentives?
• What’s our objective(s)?
• Which tools & tone?
• How will we promote this on and offline?
• Incentives? (i.e. fame, fun or access)
• Contingencies (plan for moderator absences)
• Current audiences
• Existing online audiences through existing
• Find key influencers and rally support
• Offline audiences (media, trade shows, kiosk, PR
stunts, paid ads, etc.)
Deploy & Participate
• Make it easy for people to play with you
• Encourage engagement (sometimes
requires offline ads)
• Recruit and solicit participation
• Rally support
• Acknowledge participants
• Respond positively and with transparency
• Collaborate and connect
• Discover and leverage patterns
• Understand what drives people
• Keep barriers of use low
• Optimize what is working
• Be transparent and demonstrate that you
• Leave no @ behind
Test & Refine
• If something fails, admit it, fix it and move
A few ideas
• Analytics (SEO traffic patterns and unique visits)
• Increased membership or number of followers
• Track mention and referrals
Share What you Hear
• Information is key to the entire organization and
can be significant (product development,
customer service, strategic development,
Play by the (new) rules
• Pervasive vs. Persuasive
• Participate without Control
• Be transparent and collaborative
• All hands on deck
and…remember to PLAY NICE
or your audience will