Integrating Social Media augmented Richard Becker's class at the University of Las Vegas, Nevada in 2009. The class included this presentation in the morning and a live session in the afternoon. The deck is now retired.
3. Social Media
Social media describes online technologies that
people use to share content, opinions, insights,
experiences, perspectives, and media.
”What is social media?”
11. Demographics
93% 89% 85% 87% 80% 83% 80% 78% 71% 62% 57% 46% 27% Internet By Age
Fastest Growing
People. Tens of millions.
12. Demographics
Every
There is no distinction between the offline
population and online population by age,
gender, ethnicity, income, or education.
One
People. Tens of millions.
13. Demographics
All
40
30
20
10
0
2006 2007 2008 2009
The Time
People. Tens of millions.
14. Social Media
Men
Women
People. Tens of millions.
15. Demographics
Doing What?
”What is social media?”
22. The Boston Massacre
The Boston Massacre was the
killing of five colonists by British
soldiers on March 5, 1770.
"The Bloody Massacre Perpetrated in King Street Boston.” — Paul Revere
23. The Boston Massacre
The Boston Massacre was the
killing of five colonists by British
soldiers on March 5, 1770.
The historic engraving is long on
propaganda and short on
accuracy.
"The Bloody Massacre Perpetrated in King Street Boston.” — Paul Revere
24. The Boston Massacre
The Boston Massacre was the
killing of five colonists by British
soldiers on March 5, 1770.
The historic engraving is long on
propaganda and short on
accuracy.
“The first powerful influence in
forming an outspoken anti-
British public opinion.”
"The Bloody Massacre Perpetrated in King Street Boston.” — Paul Revere
26. The Fireside Chats
FDR first used the “fireside chats”
during his first term as governor
of New York in 1929.
”We have nothing to fear, but fear itself.” — Franklin D. Roosevelt
27. The Fireside Chats
FDR first used the “fireside chats”
during his first term as governor
of New York in 1929.
He began making informal
addresses as President on March
12, 1933.
”We have nothing to fear, but fear itself.” — Franklin D. Roosevelt
28. The Fireside Chats
FDR first used the “fireside chats”
during his first term as governor
of New York in 1929.
He began making informal
addresses as President on March
12, 1933.
They became the most popular
radio show, ushering in the New
Deal and then WW2.
”We have nothing to fear, but fear itself.” — Franklin D. Roosevelt
30. The Great Debates
The Great Debates marked the grand
entrance of television into presidential
politics.
”Mr. Vice President, do you wish to comment.” — Bill Shadel
31. The Great Debates
The Great Debates marked the grand
entrance of television into presidential
politics.
70 million television viewers saw Vice
President Nixon sickly and
uncomfortable.
”Mr. Vice President, do you wish to comment.” — Bill Shadel
32. The Great Debates
The Great Debates marked the grand
entrance of television into presidential
politics.
70 million television viewers saw Vice
President Nixon sickly and
uncomfortable.
John F. Kennedy would win the
election by about 112,827 votes or .1
percent of the total voters.
”Mr. Vice President, do you wish to comment.” — Bill Shadel
34. The Singapore Scandal
The daughter of parliament
member Wee Siew Kim responds
to Derek Wee’s blog.
”Please get out of my elite uncaring face.” — Wee Shu Min
35. The Singapore Scandal
The daughter of parliament
member Wee Siew Kim responds
to Derek Wee’s blog.
Her response triggers criticism
and forms an anti-elitism public
opinion in Singapore.
”Please get out of my elite uncaring face.” — Wee Shu Min
36. The Singapore Scandal
The daughter of parliament
member Wee Siew Kim responds
to Derek Wee’s blog.
Her response triggers criticism
and forms an anti-elitism public
opinion in Singapore.
Singapore government pays out S
$150 million to 330,000 low-
income workers.
”Please get out of my elite uncaring face.” — Wee Shu Min
38. Bloggers Unite
The owner of a social network
challenges his membership to
collectively blog for good.
”I really hope we can bring people together to do good.” — Antony Berkman
39. Bloggers Unite
The owner of a social network
challenges his membership to
collectively blog for good.
The first challenge raises funds
for DonorsChoose, directly
benefiting 1,000 students.
”I really hope we can bring people together to do good.” — Antony Berkman
40. Bloggers Unite
The owner of a social network
challenges his membership to
collectively blog for good.
The first challenge raises funds
for DonorsChoose, directly
benefiting 1,000 students.
Human rights campaign hits 1.2
million posts, drawing awareness
for Amnesty International.
”I really hope we can bring people together to do good.” — Antony Berkman
42. Public Presence
“Collectively, these technologies reach more
people and shape more opinion than all other
paid and unpaid media combined.”
Are you listening?
50. Public Presentation
Assess the organization and
determine its strategic assets,
mission, and value proposition.
“If you don’t manage the message, the message will manage you.”
51. Public Presentation
Assess the organization and
determine its strategic assets,
mission, value proposition.
Define its marketplace, which
can be as simple as the radius
around the establishment.
“If you don’t manage the message, the message will manage you.”
52. Public Presentation
Assess the organization and
determine its strategic assets,
mission, value proposition.
Define its marketplace, which
can be as simple as the radius
around the establishment.
Determine the voice or voices
that will provide the content for
the organization.
“If you don’t manage the message, the message will manage you.”
53. Public Presentation
Bring your audience with it,
customers who already support
your organization.
“If you don’t manage the message, the message will manage you.”
54. Public Presentation
Bring your audience with it,
customers who already support
your organization.
Differentiate the message by
considering a unique voice or
perspective.
“If you don’t manage the message, the message will manage you.”
55. Public Presentation
Bring your audience with it,
customers who already support
your organization.
Differentiate the message by
considering a unique voice or
perspective.
Consider original content, which
attracts visitors and keeps
people engaged.
“If you don’t manage the message, the message will manage you.”
56. Public Presentation
Don’t drink the Kool-Aid and
believe that reach is the end all
objective.
“If you don’t manage the message, the message will manage you.”
57. Public Presentation
Don’t drink the Kool-Aid and
believe that reach is the end all
objective.
Expand your online presence by
carefully considering various
social networks.
“If you don’t manage the message, the message will manage you.”
58. Public Presentation
Don’t drink the Kool-Aid and
believe that reach is the end all
objective.
Expand your online presence by
carefully considering various
social networks.
Evolve with opportunities as
they present themselves, but
keep your focus narrow.
“If you don’t manage the message, the message will manage you.”
59. Public Presentation
• Blog Visitation From 0 to 600 in 90 Days
• U.S. Environmental Agency
• State of California Air Resources Board
• Engineering Firms and Manufacturers
• Pahse 2: Augment with LinkedIn
“If you don’t manage the message, the message will manage you.”
60. Public Presentation
• Blog Visitation From 0 to 700 in 60 Days
• Increased AIDS Walk Participation
• Phase One: Provide Reporting Tool
• Phase Two: Develop Facebook Community
“If you don’t manage the message, the message will manage you.”
61. Public Presentation
• 700,000 Views on YouTube in 60 Days
• 30,000 Blog Visits, High Duplication
• Shared on Blogs, Forums, Discussion
Boards, Fan Group Forums
• Highly Engaged Fans on Twitter/Facebook
“If you don’t manage the message, the message will manage you.”
62. Public Presentation
• 1,000 Views on YouTube in 30 Days
• 100 Blogs Committed To Veterans Day
• YouTube Requests Film For Selection
• PTSD Site Requests Guest Post
“If you don’t manage the message, the message will manage you.”
67. Public Connections
Facebook has more than 200
million members, adding one
million members every week.
“The only rule in social media is authenticity.”
68. Public Connections
Facebook has more than 200
million members, adding one
million members every week.
MySpace has more than 100
million members, but new
members are declining.
“The only rule in social media is authenticity.”
69. Public Connections
Facebook has more than 200
million members, adding one
million members every week.
MySpace has more than 100
million members, but new
members are declining.
Linkedin has about 20 million
members, and maintains a low
growth niche.
“The only rule in social media is authenticity.”
70. Public Connections
Twitter is one of the fastest
growing networks with more
than 4.5 million members.
“The only rule in social media is authenticity.”
71. Public Connections
Twitter is one of the fastest
growing networks with more
than 4.5 million members.
BlogCatalog is the most active
social network for bloggers with
170,000 members.
“The only rule in social media is authenticity.”
72. Public Connections
Twitter is one of the fastest
growing networks with more
than 4.5 million members.
BlogCatalog is the most active
social network for bloggers with
170,000 members.
The ability to engage people is
more important than the
number of members.
“The only rule in social media is authenticity.”
75. Public Assets
User generated content
remains the number one draw
on the Internet.
“It’s not the tools, but the content you share with them.”
76. Public Assets
User generated content
remains the number one draw
on the Internet.
Some company videos such as
“Does It Blend” are viewed as
many as one million times.
“It’s not the tools, but the content you share with them.”
77. Public Assets
User generated content
remains the number one draw
on the Internet.
Some company videos such as
“Does It Blend” are viewed as
many as one million times.
YouTube serves as many as 100
million videos every day.
“It’s not the tools, but the content you share with them.”
79. Public Discovery
StumbleUpon has 7 million
members who submit and
randomly discover content.
“People spend an amazing amount of time looking for value.”
80. Public Discovery
StumbleUpon has 7 million
members who submit and
randomly discover content.
Digg is the fifth largest social
network, built around
submitting and voting on news.
“People spend an amazing amount of time looking for value.”
81. Public Discovery
StumbleUpon has 7 million
members who submit and
randomly discover content.
Digg is the fifth largest social
network, built around
submitting and voting on news.
All of them increase the total
number of impressions, which
only influences reach.
“People spend an amazing amount of time looking for value.”
83. Public Opinion
Listen and solicit input from
170,000 BlogCatalog members.
Bloggers Unite For World AIDS Day with AIDS.gov and NIDA.gov.
84. Public Opinion
Listen and solicit input from
170,000 BlogCatalog members.
Designate an underserved social
awareness issue with primary
benefactors.
Bloggers Unite For World AIDS Day with AIDS.gov and NIDA.gov.
85. Public Opinion
Listen and solicit input from
170,000 BlogCatalog members.
Designate an underserved social
awareness issue with primary
benefactors.
Develop an integrated
communication plan with dates
and timelines.
Bloggers Unite For World AIDS Day with AIDS.gov and NIDA.gov.
86. Public Opinion
Solicit partner support, including
benefactors, sponsors, advocates.
Bloggers Unite For World AIDS Day with AIDS.gov and NIDA.gov.
87. Public Opinion
Solicit partner support, including
benefactors, sponsors, advocates.
Participate in the event, just like
any other participant might.
Bloggers Unite For World AIDS Day with AIDS.gov and NIDA.gov.
88. Public Opinion
Solicit partner support, including
benefactors, sponsors, advocates.
Participate in the event, just like
any other participant might.
Launch the initial challenge with
information and tools they use.
Bloggers Unite For World AIDS Day with AIDS.gov and NIDA.gov.
90. Public Participation
Bloggers and popular social
network participants are not
journalists.
“Coming together is a beginning.” — Henry Ford
91. Public Participation
Bloggers and popular social
network participants are not
journalists.
Some write fact-based
commentary. Most advocate ideas
and share common interests.
“Keeping together is progress.” — Henry Ford
92. Public Participation
Bloggers and popular social
network participants are not
journalists.
Some write fact-based
commentary. Most advocate ideas
and share common interests.
They prefer choices in order to
customize their stories,
messages, or ideas.
“Working together is success.” — Henry Ford
93. Public Participation
Bloggers and social network
participants can be the citizen
journalists of their day.
“Where liberty is, there is my country.” — Benjamin Franklin
94. Public Participation
Bloggers and social network
participants can be the citizen
journalists of their day.
They become vested advocates
who care deeply about what they
become involved in.
“Where liberty is, there is my country.” — Benjamin Franklin
95. Public Participation
Bloggers and social network
participants can be the citizen
journalists of their day.
They become vested advocates
who care deeply about what they
become involved in.
They are influenced by the
media, but also influence the
media.
“Where liberty is, there is my country.” — Benjamin Franklin
97. Public Outcomes
15,000 News Stories
250,000 Blog Posts
62.5 Million Readers
50,000 Campaign Mentions
6,000 AIDS.gov Mentions
1,000 NIDA.gov Mentions
“You can really change the world if you care enough.” — Marian Edleman
98. Public Outcomes
Nov. 14 - Campaign Launch
Nov. 22 - Media Efforts
Dec. 1 - World AIDS Day
Benefactors engaged new
visitors, which was sustained
through the holidays.
“You can really change the world if you care enough.” — Marian Edleman
99. Public Outcomes
All effective communication is designed to
change behavior or sway public opinion.
“You can really change the world if you care enough.” — Marian Edleman