New Rules, Cool Tools

2009 NEA Member Benefits Professionals’ Workshop

Don Blake , NEA PR State Relations

? ?

?

The Web as a platform

Harnessing collective intelligence

What’s Next?

• Semantic Web?• Virtual Reality ?• The Social Web?• The Mobile Web?

It’s all of these and more…

Is the Web getting any smarter?

April 1998(25 million Web pages)

March 2000

January 2004

Today(1 Trillion Web Pages)

Social Network: Facebook

Social Network: A whole other life…

Pothos Plant Tweets• URGENT! Water me! 5 days ago• Water me please.7 days ago• Thank you for watering me!

9 days ago• URGENT! Water me! 15 days ago• Water me please. 17 days ago

The Botanicalls system and applications use networked open source hardware and software to allow plants to communicate with people on people’s terms - using the telephone, text messages or twitter.

Web 2.0 + World = Web 2

Not just for …

Social Mediais…

Well…

Sort of…

Social MediaReallyis…

Thatis powered

by…

It is a conversation

between…

People

The Social Media conversation

is…• Not Organized• Not Controlled• Not always on Message

Social media:

Helps you learn more about what members want

Gives you a venue from which you can observe member lifestyles and habits

Can engage members in being advocates for NEA MB products and services

Concentrate on the relationships NOT the technology!

Offers you the tools to show members that “Your dedication drives ours…”

New Rules of Engagement

1. Websites evolve: content is king. Engage people.

New Rules of Engagement

2. Empower your community and build a tribe

Social networking is building strong tribal behavior on a global

scale, something than can be beneficially used as a vehicle for

desired social, political and environmental changes.

New Rules of Engagement

3. Feedback loops rule! Engage in conversations

New Rules of Engagement

3. Feedback loops rule! Engage in conversations

New Rules of Engagement

4. Emotions connect us. Be personal

New Rules of Engagement

5. ‘Virality’ is power. Make your ideas more contagious

The term “social networking” makes little sense if we leave out the objects that mediate the ties between people. Think about the object as the reason why people affiliate with each specific other and not just anyone.

What are Social Objects?

• Social objects can be ideas, people, or physical objects.

• Social objects influence social interaction… theychange the way people interact with each other.

• By interac3ng through/with social objects, peoplemeet others they might not otherwise know.

• Social objects can be the reason why people havean interaction or form a relationship.

New Rules of Engagement

New Rules of Engagement

6. People pay for attention. Provide ways to earn attention.

New Rules of Engagement

7. The Web without Websites.Enable multiple touch points for your services.

Traditional Leadership Creative Leadership

Symbol of Authority

More Sticks

Hierarchical

Linear Path

Plan and Execute

Sustaining Order

Yes or No (clear)

Literal in Tone

Concerned with Being Right

Think like a General or Conductor

Delegates Actions

Symbol of Inspiration

More Carrots

Networked

Nonlinear Path

Iterate and Do: Live in Beta

Taking Risks

Maybe (comfort with ambiguity)

Metaphorical in Tone

Concerned with Being Real

Think like an Artist or Designer

Hands-on Driven

LeadingCreatively

LeadingAuthoritatively

Leading authoritatively as a creative:

Leading creatively as an authoritative:

Steve Jobs

Barak Obama

If there is creative writing, what is creative leading?