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We related the major concepts of the Tipping Point to their effects in the Long Tail, highlighting why an iterative approach is instrumental to success and social capital - the resources embedded in social media's infrastructure.
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Today’s Agenda
1. Social Survey, Media Application & Mid Term Exam Revisit
2. Introduction to Personal Brand Camp- register, fill out profile- event management- promotion
3. Hot Topics
4. Iterative Approach
5. Social Capital
6. Identity
Citizen Marketers
Paul Revere’s Ride, 1775
• Connector
• Maven
• Sales person/charismatic Malcolm Gladwell, The Tipping Point
Henry Wadsworth LongfellowPaul Revere’s Ride, 1860
• inaccurate
• perception becomes reality
• creates a myth
De architectura – 25 B.C.
Canon of Proportions
Vitruvian Man
1487
In a culture like ours, long accustomed to splitting and dividing all things as a means of control, it is sometimes a bit of a shock to be reminded that in operational and practical fact, the medium is the message. This is merely to say that the personal
and social consequences of any medium – that is, of any extension of ourselves – result from the new scale that is introduced into ouraffairs by each extension of ourselves, or by any new technology.
Is social media hot or cool?
Broadcast vs. Social Media
Filter then Publish
Publish then Filter
The Goal
loyalists
contributions
Factoid:
By 2011, 70 per cent of social
computing deployments
in government
that achieve business benefits will do
so in unplanned or unexpected ways,
according to Gartner, Inc.
Our conventional response to all media, namely that it is how they are used that counts, is the numb stance of the technological idiot.
For the ‘content’ of a medium is like the juicy piece of meat carried by the burglar to distract the watchdog of the mind.
The effect of the medium is made strong and intense just because it is given another medium as ‘content’.
The content of a movie is a novel or a play or an opera. The effect of the movie form is not related to its program content.
The ‘content’ of writing or print is speech, but the reader is almost entirely unaware either of print or speech.
Whuffie is born …
social capital
IntrinsicIndividual Assets
Information FlowInfluenceSocial CredentialsReinforcement of IdentityRecognition
ExtrinsicCollective Assets
TrustNetwork StructureReputationAuthoritySanctionsCulture
social
sexual
.
professionalreligious
personal
privateethnic
political national
cultural
gender
The 5 Things About Me Meme
culinary
Four Senses of Identity
1. Identity that achieves social footing.
2. Identity as role.
3. Identity achieved through mismatch or roles.
4. Identity achieved through stories.
23 - Internal buy in
21 – ROI, measurement
13 – tips for starters
11 – best practices
2 – employer branding/recruitment
1 - back to off-line basics, leveraging traditional marketing, tribe,
reputation, risk, tools, how to scale,
new digital divide, online video
Where r we @?
Sources in order of appearance:
http://michaelzimmer.org/images/mccluhancartoon.jpghttp://www.quarterplay.com/wp-content/uploads/2008/09/price-drop.gif http://laurelpapworth.com/wp-content/uploads/2009/07/war-zone-2-journalist-cartoon.jpg http://farm4.static.flickr.com/3282/2714445193_d13a700d47.jpg http://www.zimbablog.com/zimbuploads/2008/10/creative-freedom-banner.jpg http://plus.maths.org/latestnews/jan-apr07/networks/power.gifhttp://suewaters.wikispaces.com/file/view/Slide12B.JPG/31092781 http://beyondnessofthings.files.wordpress.com/2007/07/longtail.gifhttp://vanelsas.files.wordpress.com/2008/06/time-magazine-you.jpghttp://www.destination360.com/north-america/canada/images/s/canada-cn-tower.jpg http://www.craphound.com/images/d_and_o_cover_large.jpg
