Social Web Expertise Ignite Cardiff 151009

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Kelly Page

This is a presentation I gave at Ignite Cardiff 2009 about the mechanics of social media expertise.

Empresariales Educación

If I can drive does
that make me a
mechanic?
© Kelly Page
Dr. Kelly Page
1

This is a story about a
truck, a car,
my dad &
social media experts!

© Kelly Page 2

Articulated Vehicle Operator
Universal Transport Operations (UTO) Freightliner, coupled to a bogey-tri B-double,
heading north on the New England Highway.

[Photo: Ben Tillman]
© Kelly Page 4

845 miles

632 miles
1717 miles
203 miles
459 miles
415 miles

4,271 miles
© Kelly Page 5

845 miles

632 miles
1717 miles
203 miles
459 miles
415 miles
Townsville-Perth =
6.7 times length of UK
© Kelly Page 6

“Built Like a
Mack Truck”
© Kelly Page 7

The Accidents

[Photo: Photos: http://freshpics.blogspot.com/2007/11/scariest-truck-accidents-ever.html]
© Kelly Page 8

An Excellent Truck Driver!
  Loveable outgoing personality - My Dad!

  Fancy job title - An Articulate Vehicle Operator

  Years of experience - Over 30 years

  Different types of experiences - Different vehicles, places, cargo

  Self-promoting – Jokes, Stories, Stickers, T-shirts

  Self-taught – ‘Doer’ & a ‘Reader’

  Learnt from mistakes – Survived to Tell the Story

  High interest – a Connoisseur of Trucks!
© Kelly Page 9

But, if I can
drive does that
make me a
mechanic?

© Kelly Page 10

Our family car: Volvo 244 GL1982
© Kelly Page 11

Driver ≠ Mechanic

A difference in:
Knowledge
Experience
Context
Education
Confidence
Learning

© Kelly Page 13

“What really is a
social media expert?”

Knowledge of
Technology

© Kelly Page 14

Tweeting
Hourly

1,420,000
search
results
© Kelly Page 15

1-2 years experience Novice Years used
Computer Expert Expert Media User Web expert No. of Bookmarks

8-10 Hours a Day New User No. of Clients
Length of Usage Frequency of Usage
Experience

Social Media Expert
Duration of Use Usage Variety Very Experienced
No. of Followers Web User Over
10 years Media Expert Every day No. of Email
Accounts Home Access No. of Friends
© Kelly Page 16

Technology Usage
as a Proxy for Expertise

Driver ≠ Mechanic

Not New or Unique
Easy to Measure
BUT: Fatally Flawed.

© Kelly Page 17

Web User ≠ Web Expert

A difference in:
Type of Web Knowledge
(What & How)

Scope of Web Knowledge
(General & Specialised/Technical)

Episodic Web Knowledge
(Where, When, Why & How)

© Kelly Page 18

“Hi, I’m a Social Media
Expert!”

- Ask Yourself -

Are they really a driver or
a mechanic OR
are they still learning?

© Kelly Page 19

“True Knowledge exists in knowing
that you know nothing, and that
makes you the smartest of all”

Socrates
(470-399 BC)

“If I can drive does that make me a mechanic?”
caseinsights.com

© Kelly Page 20

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Social Web Expertise Ignite Cardiff 151009

4. Articulated Vehicle Operator Universal Transport Operations (UTO) Freightliner, coupled to a bogey-tri B-double, heading north on the New England Highway. [Photo: Ben Tillman] © Kelly Page 4

8. The Accidents [Photo: Photos: http://freshpics.blogspot.com/2007/11/scariest-truck-accidents-ever.html] © Kelly Page 8

9. An Excellent Truck Driver!   Loveable outgoing personality - My Dad!   Fancy job title - An Articulate Vehicle Operator   Years of experience - Over 30 years   Different types of experiences - Different vehicles, places, cargo   Self-promoting – Jokes, Stories, Stickers, T-shirts   Self-taught – ‘Doer’ & a ‘Reader’   Learnt from mistakes – Survived to Tell the Story   High interest – a Connoisseur of Trucks! © Kelly Page 9

16. 1-2 years experience Novice Years used Computer Expert Expert Media User Web expert No. of Bookmarks 8-10 Hours a Day New User No. of Clients Length of Usage Frequency of Usage Experience Social Media Expert Duration of Use Usage Variety Very Experienced No. of Followers Web User Over 10 years Media Expert Every day No. of Email Accounts Home Access No. of Friends © Kelly Page 16

17. Technology Usage as a Proxy for Expertise Driver ≠ Mechanic Not New or Unique Easy to Measure BUT: Fatally Flawed. © Kelly Page 17

18. Web User ≠ Web Expert A difference in: Type of Web Knowledge (What & How) Scope of Web Knowledge (General & Specialised/Technical) Episodic Web Knowledge (Where, When, Why & How) © Kelly Page 18

19. “Hi, I’m a Social Media Expert!” - Ask Yourself - Are they really a driver or a mechanic OR are they still learning? © Kelly Page 19

20. “True Knowledge exists in knowing that you know nothing, and that makes you the smartest of all” Socrates (470-399 BC) “If I can drive does that make me a mechanic?” caseinsights.com © Kelly Page 20

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