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What is the social media revolution? It is the liberation of information. Fran Stephenson, Jonathan Faunce, Steve Atkins
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THE NEW SOCIAL REVOLUTION
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WATCH THE VIDEO
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THE NEW SOCIAL REVOLUTION
Questions To Answer
1) What is it?
2) Who is involved in the revolution?
3) Why should we participate?
4) How do we do it?
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WHAT IS THE REVOLUTION?
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THE 2 COMPONENTS OF THE REVOLUTION
Social NetworksSocial Media
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THE 1ST COMPONENT - SOCIAL MEDIA
Social Media describes the online technologies and practices that people use to share opinions, insights, experiences, and perspectives... - Brian Solis, Futureworks PR
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“SOCIAL MEDIA IS LIKE TEEN SEX. EVERYONE WANTS TO DO IT. NOBODY KNOWS HOW. WHEN IT’S FINALLY DONE THERE IS SURPRISE IT’S NOT BETTER.”AVINASH KAUSHIK, ANALYTICS EVANGELIST, GOOGLE
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IN PLAIN ENGLISH, WHAT IS SOCIAL MEDIA?
Social Media is any information distributed through online tools.- wikipedia
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BUT THAT’S NOT ALL, FOLKS
SOCIAL MEDIA IS A CONVERSATION CARRIED OUT AND SUPPORTED BY ONLINE TOOLS.
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WHAT ARE SOCIAL MEDIA NETWORKS?
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SOCIAL MEDIA NETWORKS ARE VILLAGES
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Language
Culture
Laws and Law Enforcement
Taboos
Etiquette
Some have a Class Hierarchy (i.e. experts and novices, staff and contributors)
SOCIAL MEDIA NETWORKS ARE VILLAGES
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WHAT DO SOCIAL MEDIA NETWORKS DO?
A) Networks are organized channels or workflows that get things done.
Task Network
Send A Piece of Mail US Postal Service
Meet New People Organizations/Clubs
Travel To Another City Highways and Roads
Networks
Q) What is a Network?
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WHAT DO SOCIAL MEDIA NETWORKS DO?
The problem with real life networks
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WHAT DO SOCIAL NETWORKS DO?
We can do better
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THE 4 TYPES OF SOCIAL MEDIA NETWORKS
Social Networking Sites :
MySpace
Linked In
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THE 4 TYPES OF SOCIAL MEDIA NETWORKS
Content Sharing Sites or UGC’s:
Flickr
YouTube
Vimeo
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THE 4 TYPES OF SOCIAL MEDIA NETWORKS
Blogs and Micro-Blogs:
Blogger
Moveable Type
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THE 4 TYPES OF SOCIAL MEDIA NETWORKS
Collaborative Spaces:
Wikipedia
Delicious
Stumble Upon
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WHO IS PARTICIPATING?
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WHO IS PARTICIPATING?
3 OUT OF 4 AMERICAN'S USE SOME FORM OF SOCIAL TECHNOLOGYForrester, The Growth Of Social Technology Adoption, 2008
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WHO IS PARTICIPATING?
2/3 OF THE GLOBAL INTERNET POPULATION VISIT SOCIAL NETWORKSNielsen, Global Faces & Networked Places, 2009
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WHO IS PARTICIPATING?
Data: Forrester Research 2007Graphic: www.businessweek.com
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WHO IS PARTICIPATING?
Data: Forrester Research 2007Graphic: www.businessweek.com
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WHO IS PARTICIPATING?
Data: Forrester Research 2007Graphic: www.businessweek.com
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WHAT IS THE REVOLUTION?
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THE SOCIAL REVOLUTION IS LIBERATION!
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WHY SHOULD WE PARTICIPATE?
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WHY SOCIAL MEDIA?
Joining the conversation is the next evolution in communications
Builds trust among consumers
Can be tied to measurable business objectives
Puts a new face(s) on a large organization
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WHY SOCIAL MEDIA?
Immediate feedback on you
Changing face of customer service
Trust
Empowerment
First investment is high on time, low on $$$$
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WHY SEAWORLD GOT STARTED
Leverage goodwill
Share knowledge base
Thought leadership
De-mystify processes
Showcase our culture
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TURNING POINT
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THE CHALLENGE--2007
Journey to Atlantis was opening four weeks early
Traditional media and PR campaigns were already underway
The Web site did not allow for depth of info desired by fans
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THE SOLUTION
Social Media Campaign
Targeting online coaster community
Measurable objectives
A chance to “dip our toes in the water”
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MEASURING SUCCESS
12 Coaster sites covered opening
50 links from unique web sites, 30 from ACE-related sites
Internet is top source of information on exit surveys
ROI =$$$$
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CHAPTER TWO
Launch of What’s Under the Sea?
Why a Group blog?
Integrating Twitter and Facebook
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Rapid Customer Intervention on Twitter
Company Blogs
Building 43—cutting edge of internet
Rackspace Cloud– news and technology
Rackspace blog– corporate news
Facebook pages
Crisis Communication
WHAT IS RACKSPACE DOING?
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WHAT IS THE ATKINS GROUP DOING? - VALERO ALAMO BOWL
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WHAT IS THE ATKINS GROUP DOING? - VALERO ALAMO BOWL
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WHAT IS THE ATKINS GROUP DOING? - VALERO ALAMO BOWL
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WHAT IS THE ATKINS GROUP DOING? - VALERO ALAMO BOWL
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WHAT IS THE ATKINS GROUP DOING? - VALERO ALAMO BOWL
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WHAT IS THE ATKINS GROUP DOING? - VALERO ALAMO BOWL
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WHAT IS THE ATKINS GROUP DOING? - Y VODKA
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WHAT IS THE ATKINS GROUP DOING? - Y VODKA
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WHAT IS THE ATKINS GROUP DOING? - Y VODKA
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WHAT IS THE ATKINS GROUP DOING? - Y VODKA
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WHAT IS THE ATKINS GROUP DOING? - Y VODKA
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WHAT IS THE ATKINS GROUP DOING? - Y VODKA
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WHAT IS THE ATKINS GROUP DOING? - SOUTH PADRE ISLAND
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WHAT IS THE ATKINS GROUP DOING? - SOUTH PADRE ISLAND
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WHAT IS THE ATKINS GROUP DOING? - SOUTH PADRE ISLAND
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WHAT IS THE ATKINS GROUP DOING? - SOUTH PADRE ISLAND
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WHAT IS THE ATKINS GROUP DOING? - SOUTH PADRE ISLAND
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WHAT IS THE ATKINS GROUP DOING? - SOUTH PADRE ISLAND
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HOW CAN YOU GET STARTED?
Try the technology
Listen to the conversation
Contribute
Participate
Give Back
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WHO SHOULD BE DOING SOCIAL MEDIA?
Interested in new technology
Subject Matter Expert
Can resolve customer questions/issues
Comfortable with interaction
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HOW TO THINK
Objectives
What are they?
Strategy
How does it mesh with other marketing/communication plans?
Tactics = Technology Choice
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FREE RESOURCES
Social Media Clubs
Social Media Breakfasts
Online tweet-ups, meet-ups and meetings
Communications organizations
Find a mentor
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THE SPIRIT OF THE COMMUNITY
Authenticity
Transparency
Pay it Forward
Unselfish
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WHAT IS THE FUTURE OF SOCIAL MEDIA?
More choices, more opportunity
Continued emphasis on individuals vs. corporations
Integration and synchronization
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THE FUTURE OF SOCIAL MEDIA
The Real Question is: How will your company adapt and adopt? Can you accept the intrinsic value of these technologies?
Technologies will continue to evolve which integrate into Americans mobile lifestyles…
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THE FUTURE OF SOCIAL MEDIA
What are you waiting for?
We must get over the FUD disorder
The Pope has a You Tube Channel
The White House has appointed a Social Media Director
The Texas Railroad Commissioner has YouTube videos!
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WHERE TO START?
Develop Digital Citizenship guidelines….and use them!
Guide your team or staff into the technology
Be the thought leader by starting your own Facebook, LinkedIn and Twitter pages….and share what you’ve learned.
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THINGS TO READ
Cluetrain Manifesto
www.cluetrain.com
Naked Conversations
Robert Scoble and Shel Israel
New Rules of Marketing and PR
David Meerman Scott
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THINGS TO READ
Now is Gone
Geoff Livingston
Groundswell
Charlene Li and Josh Bernoff
Personality Not Included
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E-Mail: [email protected]: franstepsFind me on Facebook and LinkedIn
FRAN STEPHENSON
JONATHAN FAUNCEE-Mail: [email protected]: thefauncesFind me on Facebook and LinkedIn
CONNECTWITH US
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QUESTION & ANSWER
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