This session will discuss the tools currently at our disposal to help communicate, market, create community and brand awareness. Whether you come from a company, nonprofit organization or campaign perspective, this talk will be relevant in showing how communication has changed and why, more than ever, it is important to be strategic about getting your voice and ideas heard.

1. Follow or Tweet: #ent101

2. Beyond the Buzz
How to leverage the social web
By: Lisa Torjman, Associate, MaRS Discovery District
January 27, 2010

3. AN INTRODUCTION – Why we’re here
today

4. Hi, my name is Lisa
1. Help run the Social Innovation Generation at MaRS program,
which includes a social entrepreneurship program
2. Creator of Net Change Week
3. Work background in social marketing
4. Academic background in cultural theory & semiotics
5. Today’s focus: The Social Web…Caveat: I am not a “social
media maverick”

5. There is no silver bullet
BUT [strategy + tools + tactics] many new
ways to create impact

6. Nice to meet you, ENT101 audience
1. Coming from a multitude of disciplinary and work backgrounds
2. Variety of entrepreneurial activity – a company, an
organization, a campaign or event
3. Came together today around a common interest
4. We all have a different working knowledge of the “social web”

7. SETTING THE SCENE – the current
communications paradigm

8. INDUSTRIAL/BROADCAST
“we tell you”

9. Demand for better systems & shift in
expectations

10. INTERACTIVE
“Tell us what you think of what we tell you”
http://farm3.static.flickr.com/2088/1500595259_23539c2b60.jpg

11. A new paradigm emerges when the current systems
are rendered insufficient for the level at which we’re
operating
http://blogs.knowledgegenes.com/
www.information_overload_as_driver/ofchange

12. SOCIAL
“Talk amongst yourselves”

13. Overwhelmed?

14. This is not a strategy

15. The social web: how people socialize or interact with
each other throughout the World Wide Web

16. How has the social web changed
information? Consider the following…
http://sidawson.org/images/2008/08/ponder.jpg

17. INTUITIVE
Distributed, self-
organized systems
instead of one centralized
channel gives us more
meaningful information.
www.lifeboat.com

18. DEMOCRATIZED
A world in bits has
changed how
information is
controlled

19. VALUABLE
We’ve created the “link
economy.” Making things
linkable has changed the face
of media, the way information
can be searched and how we
value it – Mathew Ingram, tech &
business journalist
http://www.usabuckles.com/

20. OPEN
transparent,
authentic, shared,
remixed,
collaborative
co-created
http://farm4.static.flickr.com/3155/2578932310_b2c39281df.jpg

21. VIRAL
Copying and
spreading
information has
never been easier
or faster
http://artblart.files.wordpress.com

22. MEASUREABLE
Metrics & analytics give new level of
detail in real time
www.benjaminpeters.com/

23. OPPORTUNITY
With the web as our
window, we can now bear
witness to change as it
happens and to a detail
like never before

24. CASE STUDIES – leveraging the power of
the social web

26. “Because the world needs to know”
• 350 Campaign: Open-source, people-powered
• 350 parts per million is the safe level of C02 in our
atmosphere. Any higher, the Earth is overheating
• 350 is a # that transcends race, religion,
nationality
• 350 is the kernel and it is the whole story
• Based on a precedent Step It Up 2007
• 350 is “The most widespread day of political
action in the planet’s history” – CNN

27. The World Responded

29. Hope. Action. Change.
• Obama Campaign: Make it personal to more people
• MyBO is the online mechanism that personalized the Obama
campaign
• MyBO delivered information based on the hyper-
segmentation of the audience, making data relevant by
making it hyper local
• MyBO made it easy for online users to take offline action
• MyBO gave incentives: it charted your $ raised where
everyone could see. Heaviest users got more rewards (like
SMS texts before news broke to mainstream media)
• Obama’s campaign raised: $745M (33% offline, 67% online)
compared to McCain’s ~$360M

30. “Get Local! Create your MyBO Account”

31. This is Amy, she’ll give you a tour

32. Hi Nicole, Hello James

34. The Apple consumer as environmental
activist
• An open source campaign that mimicked the Apple
brand, not Greenpeace brand
• Mobilized the Apple consumers to pressure Steve Jobs
• Apple consumers became ambassadors of the greener
apple message
• Green My Apple online hub: a platform for consumers to
create and remix their own Green My Apple ads
• Viral campaign: Using large scale platforms to publish
their artifacts, everything is cross-posted to heavy-
traffic sites like Flickr and YouTube
• Within 9 months of the campaign launch, Steve Jobs
announces Apple to create greener product

37. Brand Remix

38. To Steve, from Brian

40. Ultimate consumer-centered approach
• Adopted a new strategy in reaction to the company’s
inability to deal with customer feedback
• Dell can gauge which ideas are most relevant to
customers
• Co-creation with customers
• Variety of ways to engage with the company &
products: Ideas, Blogs, Videos, Discussions
• From closed corporation to accessible company
• Understood how to leverage their following to their best
advantage

41. If we’re not on Twitter, there won’t be
talk about us on Twitter

42. “Dell sucks”

43. How can we best service the community?

44. How can we best leverage the community?

45. Another case using

46. NEW CASE STUDY - how STAN can do it

47. User designed experiences
• Starbucks first social media website is a way for the
company to get consumers to design their best
coffee-going experience
• Co-create the future of the company with customers
• Cheap & strategic: a way for Starbucks to get more
feedback, achieve a higher degree of openness and
get some great new ideas
• Variety of ways to engage with the company &
products: Share, vote, discuss, see
• 75,000 ideas submitted in less than 6mos,
thousands of votes, hundreds of comments

48. NEW CASE STUDY - how YOU can do it

49. OK, SO YOU’RE NOT RUNNING FOR OFFICE OR
CREATING THE NEXT GLOBAL CLIMATE
CHANGE CAMPAIGN…

50. Important take-aways
• It’s about people – trust & relationships
• Understand “people-powered” and WHY you want
to leverage the social web
• Brand integrity: Authentic, consistent, easy?
• Experiment! Low/No barrier to entry, low/no cost
• Old tricks work too! Storytelling, incentives &
competition
• Know how to measure what you put out there (the
afterglow…)

51. And remember…
• There is no silver bullet, so “If you build it,
they will come” does not apply here.

52. Where to start?
Read, Follow, Attend, Inspire!
• Groundswell, Here Comes Everybody, What Would Google Do?
Wikinomics, Facebook Cookbook
• Follow Idea Leaders: Clay Shirky, Jeff Jarvis, Jay Goldman, Don
Tapscott, Beth Kanter
• Free resources: NetSquared toolkit, Slideshare
• Attend web-enabled events: MaRS’ Net Change (June 7-11,
2010), Changecamp, Ho-hoTO, Tweet-ups
• Inspiration download: Pass around great links regularly, like
TED.com

53. Come to Net Change! June 7-11, 2010
NETCHANGEWEEK.ca
HUB
+ + +
30 COLLABORATORS
+
ONLINE COMMUNITY
+
2,000 PARTICIPANTS
EQUALS

54. Shout-outs!
Jon Warnow, StepItUp, 350
Rahaf Harfoush, Yes We Did
Beka Economopoulos, Fission Strategy
Jay Goldman, Rypple
Thanks & be in touch!
Lisa Torjman
ltorjman@marsdd.com
@lisatorjman