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These are the slides from CASE Insights talk at Ignite Cardif 2009 about Social Web Expertise using the analogy of a truck driver and a mechanic.
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1 © Kelly Page
If I can drive does that make me a mechanic? Dr. Kelly Page
2 2 © Kelly Page
This is a story about a truck, a car,
my dad & social media experts!
3 3 © Kelly Page
My Amazing Dad!
4 4 © Kelly Page
Universal Transport Operations (UTO) Freightliner, coupled to a bogey-tri B-double, heading north on the New England Highway.
[Photo: Ben Tillman]
Articulated Vehicle Operator
5 5 © Kelly Page
845 miles
1717 miles
459 miles 415 miles
632 miles
203 miles
4,271 miles
6 6 © Kelly Page
845 miles
1717 miles
459 miles 415 miles
632 miles
203 miles
Townsville-Perth = 6.7 times length of UK
7 7 © Kelly Page
“Built Like a Mack Truck”
8 8 © Kelly Page [Photo: Photos: http://freshpics.blogspot.com/2007/11/scariest-truck-accidents-ever.html]
The Accidents
9 © Kelly Page
An Excellent Truck Driver! Loveable outgoing personality - My Dad!
Fancy job title - An Articulate Vehicle Operator
Years of experience - Over 30 years
Different types of experiences - Different vehicles, places, cargo
Self-promoting – Jokes, Stories, Stickers, T-shirts
Self-taught – ‘Doer’ & a ‘Reader’
Learnt from mistakes – Survived to Tell the Story
High interest – a Connoisseur of Trucks!
10 10 © Kelly Page
But, if I can drive does that
make me a mechanic?
11 11 © Kelly Page
Our family car: Volvo 244 GL1982
12 12 © Kelly Page
aka “Greta”
13 13 © Kelly Page
Driver ≠ Mechanic
A difference in: Knowledge Experience
Context Education
Confidence Learning
14 14 © Kelly Page
“What really is a social media expert?”
Knowledge of Technology
15 15 © Kelly Page
1,420,000 search results
Tweeting Hourly
16 16 © Kelly Page
1-2 years experience Novice Years used Computer Expert Expert Media User Web expert No. of Bookmarks 8-10 Hours a Day New User No. of Clients Length of Usage Experience Frequency of Usage
Social Media Expert Duration of Use Usage Variety Very Experienced
No. of Followers Web User Over
10 years Media Expert Every day No. of Email
Accounts Home Access No. of Friends
17 17 © Kelly Page
Technology Usage as a Proxy for Expertise
Driver ≠ Mechanic
Not New or Unique Easy to Measure
BUT: Fatally Flawed.
18 18 © Kelly Page
Web User ≠ Web Expert
A difference in: Type of Web Knowledge
(What & How)
Scope of Web Knowledge (General & Specialised/Technical)
Episodic Web Knowledge (Where, When, Why & How)
19 19 © Kelly Page
“Hi, I’m a Social Media Expert!”
- Ask Yourself -
Are they really a driver or a mechanic OR
are they still learning?
20 20 © Kelly Page
“True Knowledge exists in knowing that you know nothing, and that
makes you the smartest of all”
Socrates (470-399 BC)
“If I can drive does that make me a mechanic?” caseinsights.com