Presentation at VCU 4-19-2011

1. THE POWER of
REAL-TIME SOCIAL MEDIA
Importance of research to advance society
and solve today’s problems
beverlymacy@gmail.com
@beverlymacy

2. Thank You for Inviting Me to #VCU!
• Empower Yourself
• Lead the Way
• Change the World
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3. The Way We Communicate Has
Changed Forever

4. Consider the Following…
One Tweet – a message with no more
than 140 characters – turns into $33
million-plus in Haitian disaster relief
A Town Hall meeting on transportation
systems in Orange County, California is
viewed in real-time
-Russia
-Western Europe
-Asia
Former struggling competitors are
thriving by sharing customers
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5. Why Now?
Free
Technology
Communications
Digital Shift Global
Natives Recession
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6. Digital Natives
•DIGITAL NATIVES, Generation Y, Generation Net
Global “YOUTH BULGE”
•Males /Females under 35 years of age
•In U.S. 90 million - outnumber Baby Boomers 70 million
Beck, John C., Wade, Mitchell. “Got Game: How the Gamer Generation is Reshaping Business Forever.” Boston, Harvard Business School Press, 2004. 1-2.
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7. What is Real-Time?
The Now Lens
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8. Social Media is Everywhere
• Corporate Communications
• Media + Public Relations
• Sales, Marketing, Customer Service
• Journalism, Healthcare, Retail, Automotive
• Government, Entertainment, Education
• Hospitality, Restaurants
• Emergency Management
• Philanthropy
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9. Social Media’s Global Reach
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10. Communication Has Changed Forever
The Voice of the Individual aggregates into a
Global Voice
Truth
Authenticity
Transparency
Adding Value
Wael Ghanim, Google Marketing Executive
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11. Fortune 100 Global Corporations
• The number of companies
being talked about on Twitter
increased by 90%
over the last year
• Resource: Burson-Marsteller Global Social Media 2011 Check up
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12. Social business +
social technology =
Social Change
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13. What This Means to YOU
• Research is being reinvented
• Identification of Knowledge
• Creation of Knowledge
• Quality Assurance of Knowledge
• Dissemination of Knowledge
• BE A LEADER
• http://tinyurl.com/4huokol
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14. The Research Cycle
Locating High
Quality
Collaboration
Dissemination
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15. Local application of global knowledge pool
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16. Social Media and Research
• "A new survey shows that social
scientists, humanists, and biologists
are increasingly using Facebook and
Twitter to share research."
• The report states, "Researchers are
using social media tools to support
every phase of the research lifecycle:
from identifying research
opportunities to disseminating
findings at the end. They may not be
the same tools, and they are certainly
not the same researchers, but social
media are most definitely making an
impact on scholarly workflow.“
http://www.ucl.ac.uk/infostudies/research/ciber/social-media-report.pdf
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17. Research in Real-Time
• New availability of
data
• Ethical
considerations –
promoting truth
and avoiding error
• Social Responsibility
• Balancing
confidentiality and
openness
• Integrity
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18. Twitter Predicts Box-Office Sales
• Researchers at HP Labs discover
Twitter can predict Box Office
sales
• 2.9 million tweets from 1.2
million users over three months
• Used two performance metrics:
• Buzz
• Likeability
• The model was 97.3% accurate
in predicting opening weekend
box office
• http://www.fastcompany.com/1604125/twitter-predicts-box-office-sales-better-than-
anything-else
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19. Using Twitter & Facebook Search
• Filter news - "banking news" , • CI Experts:
“pharma news” • Tara Calishain @research buzz
• Scanning Trends • Acute Intelligence @aquteintel
http://twitter.com/Competia/trend- • The Association of Independant
spotting/members Information Professionals @AIIP
• Follow a company or brand • Freepint @freepint
• Build a network of spotters • Compete @compete
• Who you follow, who do they • Ian Smith @citweetz
follow
• Get answers, ask questions
• Build trust, be curious, be
specific
• Facebook Groups
• Listen for complaints in unofficial
groups
• Industry news and opinions
• Current and former employees of
competitors
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20. NEW STUDY on Search and Social
http://groupmsearch.com/research
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21. Social Media For Social Good
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22. Welcome to My NOW Lens
http://www.youtube.com/watch?v=kC3NZR7CsA8&feature=related

23. Why Should We Care?
IF NOT FOR YOURSELF, THEN FOR YOUR EMPLOYEES, CLIENTS
& CUSTOMERS
•100,000 people a day are joining a community somewhere
around the world
•Clients and consumers are relying on each other for buying
decisions
“Reviews are the New Advertising”
“Conversation is Currency”
•Be aware of how to harness these platforms for your own
professional and personal branding
•How to educate yourself about the impact and use of
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social media to stay relevant

24. National Labor Relations Board
http://bit.ly/bM4IsR
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25. The Power of Real-Time Social
Media Marketing
• View today through the NOW LENS
• Strategies
• Learn to Manage the Conversation
• “Conversation is Currency”
• Harness the Power of the Crowd
• Nurture your Share of Voice
• Execute Locally.
• Think Globally.
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26. GO CHANGE THE WORLD!
THANK YOU.
beverlymacy@gmail.com
@beverlymacy
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