Social Media : the library, the broadcast and the party

Are you sitting comfortably..?

Advanced (and some very old) techniques for
making the most of social media
paul caplan
the Internationale

Outline of the day
• 09.30 – 10.15: The Live Web – the biggest party
you’ve ever been invited to.

Outline of the day
• 10.15 – 11.15: Twitter and micro-stories

Outline of the day
• 11.15 - 11.30: Coffee

Outline of the day
• 11.15 - 11.30: Coffee
• 11.30 - 13.00: Facebook, Google+ and networks

Outline of the day
• 11.15 - 11.30: Coffee
• 11.30 - 13.00: Facebook, Google+ and networks
• 13.00 – 14.00: Lunch

Outline of the day
• 14.00 – 14.45: Flickr, Maps and... well there are other
spaces too...

Outline of the day
• 14.00 – 14.45: Flickr, Maps and... well there are other
spaces too...
• 14.45 - 16.00: Social Media Surgery

The Live Web
• The times they are a changin’

Markets are conversations. Their members communicate in
language that is natural, open, honest, direct, funny and often
shocking. Whether explaining or complaining, joking or
serious, the human voice is unmistakably genuine. It can't be
faked.

Most corporations, on the other hand, only know how to talk in
the soothing, humorless monotone of the mission statement,
marketing brochure, and your-call-is-important-to-us busy
signal. Same old tone, same old lies. No wonder networked
markets have no respect for companies unable or unwilling to
speak as they do.
But learning to speak in a human voice is not some trick, nor
will corporations convince us they are human with lip service
about "listening to customers." They will only sound human
when they empower real human beings to speak on their
behalf.

the Cluetrain Manifesto

Markets are conversations. Their members communicate in
language that is natural, open, honest, direct, funny and often
shocking. Whether explaining or complaining, joking or
serious, the human voice is unmistakably genuine. It can't be
faked.
organisations
Most corporations, on the other hand, only know how to talk in
the soothing, humorless monotone of the mission statement,
marketing brochure, and your-call-is-important-to-us busy
signal. Same old tone, same old lies. No wonder networked
markets have no respect for companies unable or unwilling to
speak as they do. organisations
But learning to speak in a human voice is not some trick, nor
will corporations convince us they are human with lip service
about "listening to customers." They will only sound human
when they empower real human beings to speak on their
behalf.

the Cluetrain Manifesto

The breakup
• http://www.youtube.com/watch?v=D3qltEtl7H8

PASSION: the people at the Party

! P is for People

! P is for People
! A is for Active

! P is for People
! A is for Active
! S is for Supply

! P is for People
! A is for Active
! S is for Supply
! S is for Smart

! P is for People
! A is for Active
! S is for Supply
! S is for Smart
! I is for Irreverent

! P is for People
! A is for Active
! S is for Supply
! S is for Smart
! O is for Ownership

! P is for People
! A is for Active
! S is for Supply
! S is for Smart
! O is for Ownership
! N is for Niches

and you’re just one of them…

• This is not a threat, it’s a possibility

And so…! !
! Where do I want to be?

And so…! !
! What do I want to do?

And so…! !
! Who do I want to talk with?

And so…! !
! Who do I want to listen to?

And so…! !
! What do they expect of me?

And so…! !
! How can I add value?

And so…! !
! How will I manage ?

And so…! !
! How will I manage ?
! When and how will I leave?

Micro stories

Twitter: more than a latte in
Starbucks

Twitter is...
• not about technology

Twitter is...
• not about media

Twitter is...
• not about media
• not about messages...

Twitter is...
• not about media
• about conversations

Twitter is...
• not about media
• about relationships

Twitter is...
• not about media
• about adding value...

Twitter is...
• not about media
• a verb

So what is it?

And what’s it for?

So what is it?
• Chatter or “ambient intimacy”


So what is it?
• Relationships or ‘realationships’


So what is it?
• The stream


So what is it?
• The stream

• Information

So what is it?
• The stream

• Information
• Questions

So what is it?
• The stream

• Information
• Questions
• News

Twitter: the mechanics
• the Tweet

• the Tweet
• the follower

• the Tweet
• the follower
• the @reply

• the Tweet
• the follower
• the @reply
• the DM

• the Tweet
• the follower
• the @reply
• the DM
• the link

• the Tweet
• the follower
• the @reply
• the DM
• the link
• the #hashtag

• the Tweet
• the follower
• the @reply
• the DM
• the link
• the #hashtag
• the list

... and what that means
• the Tweet - your contribution to the conversation

• the follower - the people in the conversation

• the @reply - your added value: joining in

• the DM - your added value: private help

• the link - your added value: knowledge

• the #hashtag - your added value: organising

• the list - your added value: co-ordinating

• the list - your added value: co-ordinating
•

what to say
• The news
• The story

what to say
• The news
• The story
• The comment

what to say
• The news
• The story
• The comment
• The question

what to say
• The news
• The story
• The comment
• The question
• The answer

what to say
• The news
• The story
• The comment
• The question
• The answer
• The idea

what to say
• The news
• The story
• The comment
• The question
• The answer
• The idea
• The link

what to say
• The news
• The story
• The comment
• The question
• The answer
• The idea
• The link
• The thought

what to say
• The news
• The story
• The comment
• The question
• The answer
• The idea
• The link
• The thought

•

• The news - I have something you should know

• The story - You have got to hear this!

• The comment - I have something to add

• The question - I don’t know everything

• The answer - Here to help

• The idea - What do you think?

• The link - I found this for you

• The thought - I’m human and passionate

• The thought - I’m human and passionate

•

Some (content) principles
! V is for Voice

! V is for Voice
! I is for i with a small I

! V is for Voice
! S is for Simple

! V is for Voice
! S is for Simple
! I is for Improvise

! V is for Voice
! S is for Simple
! O is for Open Source

! V is for Voice
! S is for Simple
! O is for Open Source
! N is for Narrative

Case stories
Twitter is a space not a single way of working

Some Twitter spaces to look at
! http://twitter.com/SuffolkTS
! http://twitter.com/KMCnetworks
! http://twitter.com/uknationalparks
! http://twitter.com/wolvesparkies
! http://twitter.com/natashabadhwar
! http://twitter.com/TuftsUniversity

Discussion

A strategic approach to Twitter

Problems and possibilities
• Select a project you’re involved in

• Mindmap the pros and cons of using Twitter as part of
that project

that project
• Outline how that could work practically

that project
• What needs to be put in place to manage that?

Some (Twitter) principles
! Keep it short

! Keep it short
! Keep it simple

! Keep it short
! Keep it simple
! Think stream

! Keep it short
! Keep it simple
! Think stream
! Be linky

! Keep it short
! Keep it simple
! Think stream
! Be linky
! Be 3D

! Keep it short
! Keep it simple
! Think stream
! Be linky
! Be 3D
! Be colourful

! Keep it short
! Keep it simple
! Think stream
! Be linky
! Be 3D
! Be colourful
! Grab the tag

! Keep it short
! Keep it simple
! Think stream
! Be linky
! Be 3D
! Be colourful
! Grab the tag
! and... add value

Facebook and Google+

Inviting friends around or popping
round for a chat?

Social networks are...

• not about media

• not about media
• a verb

So what are they?

And what are they for?

So what are they?
• Network of networks


So what are they?
• Social Graph


So what are they?
• Social Graph
• Social CV


So what are they?
• Social Graph
• Social CV
• Home


So what are they?
• Social Graph
• Social CV
• Home

• Sharing

So what are they?
• Social Graph
• Social CV
• Home

• Sharing
• Helping and being helped

So what are they?
• Social Graph
• Social CV
• Home

• Sharing
• Helping and being helped
• Archiving

Social networks: the mechanics

• the user

• the user
• the page

• the user
• the page
• the event

• the user
• the page
• the event
• the friends and the ‘circle’

• the user
• the page
• the event
• the Like and the Plus 1

• the user
• the page
• the event
• the Like and the Plus 1
• the Wall and the Stream

• the user - there are real people here

• the page - we’re open for conversation

• the event - we’re active

• the friend - we have partners not just followers

• the like - we listen

• the like - we listen
• the wall - we’re moving

Google+ and Facebook
• Facebook's reach

• Facebook's apps and e-commerce

• Facebook timeline

• Google's circles and shared circles

• Google's sparks

• Google's sparks
• Google integration and search

• Google's sparks
• Google integration and search
• Google hangouts video chat

what to do
• Conduct business

what to do
• service delivery

what to do
• inform

what to do
• inform
• customer service

what to do
• inform
• Service development

what to do
• inform
• open source R&D

what to do
• inform
• open source R&D
• ‘focus group’

what to do
• inform
• open source R&D
• ‘focus group’

•

• Conduct business - we are wherever you are

• service delivery - we work where you are

• inform - we deliver where you are

• customer service - we’re here

• Service development - we’re open for business

• open source R&D - you know more than us

• open source R&D - you know more than us
• ‘focus group’ - we’ll help you help us

Case stories
Social networks are a space not a single way of
working

Some Facebook spaces to look at
! http://www.medway.gov.uk/councilanddemocracy/
communications/facebook.aspxhttp://www.facebook.com/
letstalkcentral
! http://www.facebook.com/pages/Sunderland-United-Kingdom/
Sunderland-City-Council-Planning-Policy-Section/
143850600228
! http://www.facebook.com/nationaltrust?v=wall
! http://www.facebook.com/universityofmichigan
! http://www.Facebook.com/LoveUK

Discussion

A strategic approach to social networks

• Mindmap the pros and cons of using Facebook and/or
Google+ as part of that project

• What needs to be put in place to manage that?

Some (social network) principles

! Groupthink

! Groupthink
! Join and lead

! Groupthink
! Join and lead
! Multimedia

! Groupthink
! Join and lead
! Multimedia
! Be linky

! Groupthink
! Join and lead
! Multimedia
! Be linky
! Voices plural

! Groupthink
! Join and lead
! Multimedia
! Be linky
! Voices plural
! Open source

! Groupthink
! Join and lead
! Multimedia
! Be linky
! Voices plural
! Open source
! Be global

! Groupthink
! Join and lead
! Multimedia
! Be linky
! Voices plural
! Open source
! Be global
! and... add value

There’s more to the Live Web

Beyond Twitter and Facebook

Some Blog spaces to look at
! http://plymouthbb.wordpress.com/
! http://suffolktradingstandards.wordpress.com/
! http://cllrandrewwallis.blogspot.com
! http://www.nypl.org/voices/blogs/blog-channels
! http://swansealibraries.blogspot.com/
! http://jimdixon.wordpress.com/

Some Mash-up spaces to look at
! http://sanfrancisco.crimespotting.org/about
! http://urbanforestmap.org/
! http://217.20.24.202:8080/connect/
! http://maps.police.uk/
! http://www.emergencyfoodshelf.org/AboutUs/
ContactUs/DirectionsToEFN.aspx
! http://www.ilovemountains.org/myconnection/

And in case you need more
• I’ll post more links as I ﬁnd them:
• twitter.com/internationale
• https://www.evernote.com/pub/theinternationale/c2bd

contact me:
• http://www.slideshare.net/theinternationale

• Paul Caplan
• www.theinternationale.com
• praxis@theinternationale.com
• Twitter.com/internationale
• 07801 151 052

appendices

• Some thoughts

A-Z of Live Web
! A is for active audience. As Dan Gillmor points out, your audience is smarter than
you. But they are also active. They do not passively consume, they actively
converse.
! B is for blogosphere. Blogging and other read/write conversations are not a new
medium, they are a new space where new sorts of relationships and cultural
practices are being forged.
! C is for conversation. This new space is not about one-way ‘munication’, it’s not
even about structured co-munication, it’s about conversation - an alive, real, open
chat.
! D is for delivery. The key thing about playing in this space is making sure you
deliver. You can’t blag or spin, they’ll ﬁnd you out. If you promise something, deliver
it. If you can’t, explain why.
! E is for engage. Meet with. Talk with. Work with. Engaging is about making your
conversations, fun, relevant and real.
! F is for FUD culture. The guys behind Naked Conversations use the business terms
‘fud’ to refer to the fear, uncertainty and doubt, that stops development. You want to
engage with this new space, conquer it and tell your boss to conquer it or be left
behind.

A-Z of Live Web
! G is for good enough. Don’t worry about creating perfection. Blogs are never ﬁnished, they are
in process. Go for the ‘good enough’, it’s more human.
! H is for hypermedia. The Live Web is multimedia. It’s built on and through Live Media and
linking. Start thinking in terms of pictures, sounds and words, linked and mashed-up.
! I is for is with a small i. It’s not YOU it’s you. The small you. The you that’s one many many. The
you that is an individual but not arrogant.
! J is for just in time. The Live Web is about responding to the now, relating to the moment, adding
to the ongoing conversation rather than waiting for the ‘right moment’.
! K is for keywords. The key words or tags in your post allow your story to link to others, be
searched, catalogued and related to other stories. Keywords are the bits that join up the
blogosphere.
! L is for linking. Your blog needs others if it is to be written by an ‘i’. Your links show you are in the
conversation.
! M is for mobile. Reading the Live Web is a mobile experience. Writing it is rapidly becoming so.
! N is for network effect. The Internet is a network, as you increase the number of points in the
network, you increase the number of connections exponentially. Content is the points and
content relationships are the powerful connections.

A-Z of Live Web
! O is for open source. Open source software is developed by collections of individuals who make
their work available for others to improve and develop. Open source software is often seen as
better written, better supported and more stable than traditional proprietary software. The Live
Web makes possible open source content.
! P is for personal. The Live Web is big but it is also very small. It is my thoughts, my pictures, my
bookmarks…but my personal content to share and use as the basis for content relationships.
! Q is for q&a. The conversations that drive content relationships are often begun with a question
which begs answers, which lead to more questions which lead and so on. The important point is
that this chain is never ﬁnished.
! R is for read/write. It is no longer an option to simply read. The Live Web does not just allow or
even encourage response, it demands it. Just as the state saves all our data within its web of
surveillance so ‘our’ Web is being built by our reading practices, our uploading and tagging and
our sharing.
! S is for social. The blogosphere is a social space. It is where meetings happen - not in the old
idea of a ‘chat room’ but in the more potent sense of a content relationship. This social space is
not a replica of the real space it is a technologically enhanced content space where smart
tagging, hypermedia linking and read/write mash-ups create producer/consumers with different
social and cultural expectations and demands.

A-Z of Live Web
! T is for transparent technology. Yes, the Live Web has been made possible by html,
asp, php, ajax, http and countless other geeky acronyms but technology is becoming
increasingly transparent, just as the mobile phone it is now a part of people’s
communications and relationships. It is now easy to play an active part in the Live
Web without having to understand the engine that drives it.
! U is for understand. The conversations across the Live Web demand understanding
and empathy. Unlike the days of the Static Web, it is no longer possible to send out
messages and expect audiences or demographic samples to absorb them. It is not
even just about targeting, it’s about engaging with people, talking to them and
understanding them as producer/consumers, as people as fellow players in the new
space.
! V is for voice. The Live Web is human. Databases can’t play here. Neither can
spinmeisters or salesmen or marketers. All these shadows without voices are
discovered and laughed out of the conversation. If you want to talk to me, use your
own voice.

A-Z of Live Web
! W is for wiki effect. Wikis are open source content spaces where anyone can add
and edit information, cranking up the quality using the wisdom of crowds. Wikis or
the next generation of collaborative content spaces are the next generation of Live
Web tools where content value is created through the interplay of many.
! X is for xml. Extensible Mark-up Language is the standard which enables Live Web
content to be tagged and ﬂow around the new systems and spaces. You don’t need
to know how. You just need to exploit it to the max.
! Y is for you. The Live Web space is waiting to be exploited and played in. It’s not the
CEO’s decision. It’s not up to the IT team to do it. It’s up to you. The Live Web is
waiting for you not your organisation.
! Z is for zen. Zen is about the present moment. It is about the simple and basic. It’s
about the small. It’s about not trusting people who tell you they have a monopoly on
the truth. So is the Live Web.

Civil service code
• Principles for participation online
• The Civil Service Code applies to your participation online as a civil servant or when discussing
government business. You should participate in the same way as you would with other media or
public forums such as speaking at conferences.
• How the Civil Service Code applies to online participation
• Disclose your position as a representative of your department or agency unless there are
exceptional circumstances, such as a potential threat to personal security. Never give out
personal details like home address and phone numbers.
• Always remember that participation online results in your comments being permanently
available and open to being republished in other media. Stay within the legal framework and be
aware that libel, defamation, copyright and data protection laws apply. This means that you
should not disclose information, make commitments or engage in activities on behalf of
Government unless you are authorised to do so. This authority may already be delegated or
may be explicitly granted depending on your organisation.
• Also be aware that this may attract media interest in you as an individual, so proceed with care
whether you are participating in an ofﬁcial or a personal capacity. If you have any doubts, take
advice from your line manager.

Ten books to read
! Chris Locke et al :: The Cluetrain Manifesto
! Chris Locke :: Gonzo Marketing
! Shel Israel and Robert Scoble :: Naked Conversations
! Don Tapscott and Anthony Williams :: Wikinomics & Macrowikinomics
! Clay Shirky :: Here Comes Everybody
! Clay Shirky :: Cognitive Surplus
! Charles Leadbetter :: We Think
! Jeff Jarvis :: What Would Google Do?
! David Weinberger :: Everything is Miscellaneous
! Jeff Howe :: Crowdsourcing

PASSION
! P is for 'people': The writers, readers and reader/writers out there are not demographics or market niches,
they are not passive grateful; receivers of your messages. They are people, ordinary human beings who
expect to be treated as such. They have ups and downs, interests, passions and commitments that become
conversations and relationships. As with all 'people' you earn their trust and friendship. you have no right to
it.
! A is for 'active': These people don't sit back and wait for media and store to come to them. They create their
own. They are creative with their phones. They create on Social Networks and YouTube. They are creative
with language, finding new ways to tell stories and run their relationships. And they are active with you. They
have active expectations. They expect to be able to ask questions, contribute and join in and they expect
that activity to be welcomed and enabled.
! S is for 'supply': These people are not short of stories and information. There is an overabundance of
material for people to read and read/write. Some of its official, some not. Some from established storytellers
like the BBC, the Encyclopaedia Britannica and you, some not. Your information and stories are one among
many. They are fighting for attention and more importantly they are competing to become conversations and
starting points for relationships. Your information and stories maybe great but they do not have a God-given
right to be at the front.
! S is for 'smart': These people are clever. They can get information, check it, link it and network it. They can
use the power of networks and the wisdom of crowds to connect and build on ideas and information faster
than you can direct form the top. You know a lot about your subject, issue or business but you don't know
everything. Your customers, clients and stakeholders know stuff too and they're sharing it.

PASSION
! I is for 'irreverent': The culture of the Live Web has no respect. People do not tug their forelocks and thank
you. The great and the good do not carry weight because of their history or brand. Lawyers cannot enforce
due deference. You can earn respect and your place but it is not your right.
! O is for 'ownership': It is not just the stories that make up the Live Web that are subject to new ideas of
copyright. It is the very spaces themselves. Stories are enabled to spin around the Live Web because of
'creative commons' licenses but the spaces they live in are Commons to. You have not 'let us' publish them.
They are 'ours'. You can join us but you cannot own them, our stories or us.
! N is for 'niches': The people are not niches in the old marketing sense, they are the 'new niches'. They are
evolving their own niches of interest. Some are small, some huge. People can be members of many at the
same time. They can be long-lasting or short-lived. They cannot be targeted but the people that make them
can be talked with. They cannot be tracked but the conversation attractors can be found and engaged with.

VISION
! V is for Voice: Read: People talk on the Live Web because they want to. They’re choosing to be there. Listen
to what they say but also the way they say it. Listen to the conversations as well as the polemics. Listen to
their voices, then you can talk with them. Write: You’re a human being, talk like one. The Live Web doesn’t
welcome spin doctors, PR-meisters or lawyers. It’s a place for conversations between people. People chat.
Sometimes in long sentences with lots of subordinate clauses that carry the reader along with enthusiasm.
Sometimes not. The Live Web is your chance to meet people and talk and listen like you’re bothered. Talk to
me. I’m not a demographic or a market niche or a target. I’m a person.
! I is for i with a small i: Read: Listen quietly and modestly. People are talking about your issues. Except
they’re not ‘your’ issues, they’re theirs. Some people on the Live Web talk without listening. But most are
engaged in conversations between small i’s. Be one. Write: You are not the centre of the universe. No-one
trusts anyone who has all the answers: if you meet the Buddha on the road kill him. Your voice is one among
many. Your perspective is just one way of seeing things. Your ideas are interesting but they’re not the ﬁnal
word. Earn your right to talk in these spaces by listening and then join in on the community’s terms. Be
willing to be less arrogant. You have something to add but it’s not the whole story.
! S is for Simple: Read: It’s a party. The biggest party you’ve ever been invited to. Relax. Enjoy. People are
just people, treat them like that. Listen politely and attentively to what they’re really saying. It’s simple.
They’re talking about the lives and worlds. Write: Don’t try and be clever. You don’t have to be. You can be
yourself and tell it like it really is. You don’t have to ﬁll every gap or silence. Leave some white space. Look
for what you can leave out as well as what you can put in. Keep it clear and direct but be warned, you’re not
‘delivering messages’ you’re engaging in conversation. You’re just making sure the person you’re talking with
can understand you and you can understand

VISION
! I is for Improvise: Read: Enjoy the conversation, the way people bounce ideas off each other, the way they
connect. They’re jammin’. They’re not selling or telling, they’re chatting, creating something together, letting it
emerge without planning. Write: Don’t over-plan. Let the conversation develop. You ‘call’ someone
‘responds’; they ‘call’ you respond. Together you make a conversation and build a relationship. Sometimes
you lead; sometimes you follow. Sometimes you‘re quiet. You know your area. Be conﬁdent in that and let
that be your foundation while you talk. This is not a solo, it’s a group where everyone bounces off everyone
else and together build a unique conversation.
! O is for Open Source: Read: Everyone’s got something to contribute. This is crowdeffect. Listen to others
and work with them and the conversation. The more voices, the more brains, the more ideals, the better the
quality. Write: You have something real to contribute. You have But you can’t do it on your own. Get others
involved. Work with their knowledge and enthusiasm. Outsource your communication. Start something off
and let others improve it or let them start it. If you work with others you can achieve far more and so can
they. Don’t keep the source code close to your chest, get it out there where it can develop, grow and
improve.
! N is for Narrative: Read: Sit back and relax. People are telling stories. They’re stories about their lives, their
passions and your issues. They’re personal and real and so they care about them. If you want to know what
people really think, listen, they’re tell. Write: Tell your stories. Ground your abstract issues in real beginnings,
middles and ends, characters and plots, pace and tension. Make them your stories, personal and real. Make
them real and relevant. Find memorable details that paint pictures and let your listener see and your viewer
hear the people, the ideas and the passion. Enjoy your story, it’ll sound better.

Social Media : the library, the broadcast and the party

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