Solari Social Media Is Reshaping Communication

Social MediaIs Reshaping Communication

Rich MaggianiSolari Communication © 2009 Solari Communication.

All rights reserved.

How we used to communicate

© 2009 Solari Communication. All rights reserved.




How we communicate now









The Trail Ahead© 2009 Solari Communication. All rights reserved.

Understanding Social Media


The Rules of Social Media


Forms of Social Media


How Social Media Affects Communication


The Future of Social Media


Let’s st

art on th

at trail…


Understanding Social Media


It’s all about…


Conversation.


Two-way, and oftenmultidimensional.

Contribution.


Encourage interaction,positive and negative.

Collaboration.


Promote information exchange among allparticipants; quick and easy.

Connection.


Accessing information and peoplewith a click.

Community.


A relationship with others sharingcommon attitudes, interests, and goals;

through regular interaction.

Social Media, the definition:


Communication channels enablingauthentic, personal engagement of one

human to another.

The Rules of Social Media


I want, I want …


To have a say.


Meaningful dialogue.


To be engaged andinvolved in the process.


Personal interactions with others.


To be listened to.


To help shape what I find useful.


To connect with others engagedin similar activities.


Plain talk.


Communication to begenuine and relevant.


To conduct business with ethicalcompanies who work transparently.


To be in partnership.


National Public Radio asked:

“Why use social media?”


“A method of communication.”


“You might as well have asked ‘whycommunicate at all?’”


“So I know I’m not alone.”


“It’s the new water cooler.”


“It’s a convincing illusion thatI have an actual life.”


Forms of Social Media


Social Networks

Second LifeFacebookLinkedIn






Blogs

PersonalPoliticalBusiness‘Popular’ mediaMainstream media






Wikis

WikipediawikiHowWikia




Forums

Front Porch ForumsSmall Business ForumsBoard TrackerPrivate Forums: Nokia






Content Communities

del.icio.usDiggStumbleUponFlickrYouTube





Microblogging

JaikuFriendFeedTwitter





Distribution through RSS

Real Simple Syndication-or-

Rich Site Summary-or-

RDF Site Summary




Some Perspective


Median ages:

Facebook 26Myspace 27Twitter 31LinkedIn 40


How Social Media Affects Communication


Aviation Supplies & Academics


An internal wiki


Knowledgebase


DATwiki




Motorola


An external wiki






92% of employees at Motorola areengaged in social media


They post almost100,000 documents daily.


Blue Shirt Nation


Employee blogging for community


Normal turnover rates for retailemployees is 40–60%.


Turnover rates for those employeesengaged on Blue Shirt Nation is only 8%.



ContentNext.org


Social networking



Twitter


Micro-blogging at 140-characters



Twitter stats

18–24 19%25–34 20%35–44 10%45–54 5%55–64 4%65–∞ 2%



Pointless babble 40.55%Conversational 37.55%Pass-along value 8.70%Self promotion 5.85%Spam 3.75%News 3.60%


Quality of Tweets

TweetDeck


Customer Service and JetBlue


Dominos: The Power of Twitter



Over one million views in two days



So you want to be a blogger





Some Rules for Blogging


Decide on your goal.


Keep it brief.


Augment with images.


Be original.


Show some passion!


Keep a schedule.


While blogs are great…where are all the editors?

Typos.

Proofing / Rehearsing.

Relevance.

Myopia.


But…

does it really matter?


Finding the Time


Or…

“Is anyone really reading this stuff?”


Budget your time;

don’t keep it open all day long.


Create a networking schedule within yourday.


Don’t get caught up in every conversation;

choose them wisely.


“Un-follow” those who contribute to thenoise.


Strategize your contributions to somethingspecific or important.




Social Media Technical Communicator



Traditional technical communicator


Interviewer, writer, designer.


Introvert: leave me alone so I can write.


Hidden in the company.


Virtually no feedback on user assistance.


Social media technical communicator


Interviewer, writer, designer.


Extrovert:this is my opinion and

this is how you should do this.


Expert: content for collaboration.


Enabler:soliciting, interacting, gathering

comments and reactions.


Interactive, short feedback cycles andreaction times.


Facebook


“You hereby grant Facebook anirrevocable, perpetual, non-exclusive,transferable, fully paid, worldwidelicense (with the right to sublicense) to…


(a) use, copy, publish, stream, store,retain, publicly perform or display,transmit, scan, reformat, modify, edit,frame, translate, excerpt, adapt, createderivative works and distribute (throughmultiple tiers), any User Content you…


(i) Post on or in connection with theFacebook Service or the promotionthereof subject only to your privacysettings or (ii) enable a user to Post,including by offering a Share Link onyour website and…


(b) to use your name, likeness and imagefor any purpose, including commercial oradvertising, each of (a) and (b) on or inconnection with the Facebook Service orthe promotion thereof. …


You may remove your User Content fromthe Site at any time. If you choose toremove your User Content, the licensegranted above will automatically expire,however you acknowledge that theCompany may retain archived copies ofyour User Content.”


“The following sections will survive anytermination of your use of the FacebookService: Prohibited Conduct, UserContent, Your Privacy Practices, GiftCredits, Ownership; Proprietary Rights,Licenses, Submissions, User Disputes;…


Complaints, Indemnity, GeneralDisclaimers, Limitation on Liability,Termination and Changes to theFacebook Service, Arbitration, GoverningLaw; Venue and Jurisdiction and Other.”


Trust


The changes in communicationare profound.


Trust has shifted from leaders to peers.


From official messages to conversations.


The Future of Social Media



Introducing:A YouTube-like video library

A Facebook-like social networkSocial bookmarking service

Knowledgebase wiki3-D virtual world for training

© 2009 Solari Communication. All rights reserved.c


News


37% Online (up 6%)29% National TV (down 5%)27% Newspapers (down 5%)

Compared to two years ago


Where people get their news

25% in 2000

34% in 2009


Many young adults under 25 get no news


Philadelphia Daily Newsfiled for bankruptcy

Minneapolis Star Tribunefiled for Chapter 11

Boston Globelosing $1 million a week


“Eight of the fifty largest daily newspapersin the United States could cease publication

in the next eighteen months.”

Wall Street Journal (online)


A thought to consider


“Social media is here; it’s the wave of the future.”


Or perhaps, “tsunami of the future”.

The Summit


Understanding social media

The rules of social media

Forms of social media

How social media affects communication

The future of social media

You’ve reached the summit!


Additional Resources



www.solari.net/position-papers-social-media.php

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Thank you.


Rich MaggianiCommunication ConsultantSTC Fellow

Solari Communication137 Lost Nation, Suite 14Essex, Vermont 05452

[email protected]

www.solari.netwww.solari.net/toward-humanity

Follow me on Twitter:@richmaggiani

Invite me to connect:www.linkedin.com/in/richmaggiani

© 2009. All rights reserved.

Blossoming Flowers



Technology

Solari Social Media Is Reshaping Communication