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This presentation was part of an online Guest Lecture from Dr. Brendan Barrett, United Nations University, on the “Use of Social Media”. You also can watch the full guest lecture at: http://oufm.open.ac.uk/fm/fmmp.php?pwd=cdf63e-2470 For further info about the openEd 2.0 course, please visit: www.open-ed.eu
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Brendan Barrett Ph.D. United Nations University
How I became a tweeter, tuber and facebooker!
Use of social media
We all worry about our contribution and impact...
If a tree falls in a forest and no one is around to hear it...
does it make a sound? Source: fatboyke
Learn more from Kyle James at .eduGuru
When no one can find your work
does it really matter?
Source: San Diego Shooter
Who are you trying to reach?
Are we in the middle of a virtual revolution?
Is the web a social experiment?
Web 2.0 is the future that has already happened
3 main characteristics Source: ~Aphrodite
(1) Social software
(2) User driven
(3) Openness
1.9 billion
Internet users world wide (as of 4 November 2010)
50% of global population
under 25 years of age
350 million Facebook users
(bigger than the USA)
200 million YouTube videos watched
each day (one billion subscriptions)
So how can you take advantage of this virtual revolution?
Lets share a story
How things work...
How to ensure dynamic interaction with people who share
similar interests?
17 17
1,865 fans 2,771 followers
1,089,000 views per year
325,000 visits per year
We heard about the...
Perpetual Internet Traffic Machine
Central interactive
hub (Our World)
Content syndication
Posting of quality content
Twitter Youtube Vimeo
Social network traffic picked up by search engines
Other blogs can take articles Viral spread of content (Creative Commons)
Optimize site for search engines
More traffic
This is essentially inbound marketing...
where you “get found” via search engines, blogosphere
and social media sites...
Quality content is key! (engaging video briefs)
Picked up by Treehugger: monthly readership of
2.5 million22,137 readers watched the UNU Carterets video on Treehugger in one
day
Videos embedded on UNU-IAS-TKI
website
Becomes an article on Our World 2.0
Statistics on Vimeo for the Carterets video
173,000 plus views from wide range of sites!
Statistics for Producing energy by walking on Shibuya station. Tokyo, Japan.
123,000 views from one site!
Picked up by the Huffington Post
Put it on YouTube!
UNU podcasts uploaded to iTunesU
Download to your iPod/iPhone
Our World 2.0 articles published in the Guardian
Local on-campus screenings/events
Video can be screened by UNU researchers in the field
UNDP Offices in Dushanbe, Tajikistan Conference on Biodiversity Loss in Khorog, Tajikistan
Share your content with the public...
International screenings at film festivals
39 Introductions 3
DVD Available
Know your target audience
Age distribution
79% below 40 years old
Mainly digital natives?
Educational level
68% bachelors or above
Well-educated digital natives?
In which Sinus-Milieus would you locate your target audience?
Source: Stephan Schmidt presentation on Our World 2.0 Campaign (Sinus-Milieus)
The Sinus-Milieus approach is based the observation that -
differences in daily life shape the individual more than differences in
socio-demographic or socio-economic situations.
Which reinforces the idea of connecting to
digital natives... adaptive achievers,
experimentalists and intellectuals.
Who are Digital Natives?
... a person for whom digital technologies already existed when they were born, and has grown-up
using them...
Characteristics multimedia oriented
web-based
impatient
non-linear
multi-tasker
less textual, more modalities
very creative
Quality for the Digital Native
High Quality Low Quality
Addresses my interest Not for me
Well made Badly made
Fresh Stale
Substantive Superficial
Compelling Boring Source: Chris Anderson, The Long Tail
Or visit the Digital Natives blog at Harvard Law School
(http://blogs.law.harvard.edu/
digitalnatives/)
To understand more about digital natives
Five lessons on use of social media
1: Go where people are (don’t wait for them to come to you)
2: Less is more - make your messages clear and focused
3: Be patient. It takes time to build a community
4: Focus on thoughtful contact, rather than continual contact
5: Understand who you are trying to reach
“Now this is not the end. It is not even the beginning
of the end, but it is, perhaps, the end of the
beginning.”
Winston Churchill
Thank you
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