Presentation outlining why social media is about people and the technology is secondary. You'll gain insight by monitoring what your audience is saying online, and how to create a social media action plan.

2. HI, I’M BRENT DIXON
YOUNG ADULT ADVISOR WITH FILENE
ONLINE STRATEGY NERD WITH REAL SOLUTIONS
FOUNDER OF THE HABERDASHERY

3. (let’s recap.)

4. SOCIAL MEDIA IS

5. DON’T LOOK AT PEOPLE LIKE THIS:

6. INTERACTIONS
ARE GLOBALIZED

7. TAKEAWAY:
YOUR MEMBERS HAVE PARTICIPATORY
ACCESS TO MORE CULTURES, EVENTS, AND
IDEAS THAN EVER BEFORE.

8. TAKEAWAY:
“CITIZENS” HAVE MORE CONTROL OVER THE
MESSAGE THAN EVER.

9. NOW IS NOW /
NOW IS FOREVER

10. TAKEAWAY:
YOU CAN LISTEN TO YOUR MEMBERS IN
REALTIME, AND INTERACT WITH THEM IN
REALTIME.
THIS IS INCREASINGLY BECOMING THE
EXPECTATION.

11. TAKEAWAY:
EVERYTHING YOU AND YOUR MEMBERS DO
ONLINE (THE GOOD AND THE BAD)...
LASTS FOREVER.

12. PRODUCTION IS
DEMOCRATIZED

13. “AS RECENTLY AS THE LAST
DECADE, MOST OF THE
MEDIA AVAILABLE FOR
PUBLIC CONSUMPTION WAS
MADE BY PROFESSIONALS.”
-CLAY SHIRKY AT TED 2009
“...THOSE DAYS ARE OVER.”

14. TAKEAWAY:
PRODUCTION & DISTRIBUTION
COSTS ARE LESS
BUT...

15. ORIGINALITY & CREATIVITY
IS THE NEW CURRENCY

16. IDEAS ARE
REMIXED

17. TAKEAWAY:
ARE YOU ENCOURAGING REMIXES, AND
MEMBER-DRIVEN CREATIVITY?
WHAT ABOUT CUSTOMIZATION OF MARKETING
OR PRODUCTS?

18. FRIENDSHIP IS
REDEFINED

20. TAKEAWAY:
MEMBERS ARE MANAGING MANY DIFFERENT
TYPES OF RELATIONSHIPS.
WHEN YOU “FRIEND” SOMEONE, KNOW
WHERE YOU EACH FALL IN THE SPECTRUM.
MEASURE THE ACTIONS THE CREATE
VALUE, NOT JUST THOSE THAT ARE
EASY TO MEASURE.

21. LOCATION IS BOTH
KEY AND IRRELEVANT

22. (key)

23. CHECKING IN WITH
FOURSQUARE
Get a timeline of your
friends’ check-ins to
see what they’re
doing
Foursquare will alert
you if you’re near one
of your friends is
somewhere nearby

24. (irrelevant) 1) Users take a picture
by pressing the button
on the left
2) Verify that the image
is readable
3) Upload with the
button on the right.
4) WV United uses the
your mobile phone
number to apply it to
the correct account.

25. ATTENTION IS
FLEETING

26. MOVEMENT IS
PERPETUAL

27. INSTEAD OF “KEEPING UP,”
BUILD SYSTEMS FOR
COORDINATION.

28. TO MANAGE COOPERATIVE SYSTEMS
COORDINATION IS THE NEW PLANNING

29. SOCIAL NETWORKS ARE
COMPLEX
ADAPTIVE SYSTEMS

30. COMPLEX
MANY COGS MOVING AT ONCE.

31. ADAPTIVE
REACTS TO CIRCUMSTANCES OVER TIME.

32. SYSTEM
THERE’S METHOD &
PATTERNS TO THE BEHAVIOR.

33. YOU CAN’T PLAN
BEHAVIOR, YOU
COORDINATE IT.

34. SOCIAL MEDIA STRATEGY IS
COORDINATING PEOPLE TO
SOLVE A PROBLEM.

35. OLD & BUSTED

36. ONE WAY COMMUNICATION.

37. CONTROLLING
THE MESSAGE.

38. HUNTING & STALKING YOUR MARKET.

39. FOCUS ON AVERAGE CONSUMER.

40. NEW HOTNESS

41. COMMUNITY-DRIVEN.

42. HANDING OVER
THE MESSAGE

43. ENABLING YOUR MARKET.

44. NICHED AUDIENCES

46. TECHNOLOGY ISN’T
THE POINT.

48. OMG,
is the new ?!

49. ...A DISTRACTION FROM
STRATEGIC THINKING.

50. THE NOTEBOOK
DOESN’T MAKE
THE WRITER.

51. THE MIC
DOESN’T
MAKE THE
SINGER.

52. THE CLUBS
DON’T MAKE
THE PLAYER.

54. PEOPLE ARE
THE POINT.

59. QUESTION #1)
WHO DO YOU WANT TO REACH?

64. Fiskers

65. QUESTION #2)
WHAT DO YOU WANT TO
ACCOMPLISH?

66. “...TO CLOSE THE FEEDBACK
LOOP & IMPROVE OUR
PRODUCTS.”

67. “...TO CREATE POSITIVE CHANGE IN
THE COMMUNITY.”

68. “...TO BUILD AWARENESS AROUND
A NEW PRODUCT.”

69. QUESTION #3)
HOW CAN YOU COORDINATE
[#1] TO ACHIEVE [#2]?

70. “WE WANT TO CLOSE THE
FEEDBACK LOOP & IMPROVE
OUR PRODUCTS.”

71. “...TO CREATE POSITIVE CHANGE IN
THE COMMUNITY.”

72. “...TO BUILD AWARENESS
AROUND A NEW PRODUCT.”

73. “...TO BUILD AWARENESS
AROUND A NEW PRODUCT.”

74. QUESTION #4)
HOW WILL YOU MEASURE
THE RESULTS?

75. MEASURE:
ACCOUNT OPENINGS, BRAND MENTIONS,
AWARENESS, MEMBER INSIGHTS, COMMUNITY
IMPACT, DOLLARS BROUGHT IN, DOLLARS SAVED,
PUBLIC SENTIMENT, FINANCIAL LITERACY,
MEMBERS USING THE TOOLS, TIME SPENT
ON CONTENT, AND SO ON AND SO ON...

77. “got hats?”
• 1 blog post
• 3 volunteers
• 4,000 items donated to local shelters
•50% in registered users
•10x traffic increase
• Massive press exposure (“Bloggers collect for homeless”)

78. 6.5 million YouTube views
50,000 requests for information about the car (mostly non-
Ford people)
SOLD 10,000 UNITS in the first six days of sales.
Cost a small fraction of the typical national TV campaign.

79. SM2

80. RADIAN 6

81. THOUGHTS FOR
THE ROAD.

82. INTEGRATE WITH YOUR TRADITIONAL MARKETING

83. SOMEONE HAS TO OWN IT.

84. BUILD TO
LEARN.

85. MAKE
LEARN

86. HUMAN INTERACTION IS THE MEAL.

87. SOCIAL MEDIA IS THE SUPPLEMENT.

88. NEXT UP: TOOLS

89. THANKS! :)
EMAIL ME: brentd@filene.org
CALL ME: (214) 736-4505
TWEET ME: WWW.TWITTER.COM/ITSJUSTBRENT
LET’S KEEP THE
CONVERSATION GOING