Social Media Crash Course for NLC's "Internet, Politics & Technology" Weekend // Leslie Bradshaw // 4.18.09

© 2009 | New Media Strategies www.newmediastrategies.net

Leslie Bradshaw

New Leaders Council // Washington DC Institute // “Internet Politics & Technology Weekend” // 4.18.09


Hi. My name is Leslie.

1982 - 1993 1993 – 2000 2001 – 20042000 – 2001 2005 – present

Hi > The Big Picture > 7 Key Platform Categories > 3 Case Studies > 6 Must Haves > Closing / Resources

1843


“Relationships start more quickly on the Web. They can move from a self-

sorted online conversation to the telephone, to introducing friends, to a

meeting at a breakfast table in the East Bank Club in Chicago in a

fraction of the time it would take without that online interaction.”

- Liz Strauss



participatingreading thinking reacting creating mastering impactingconnectingsharing

“When trust goes up, speed goes up and costs will go down.” - Stephen M.R. Covey

The Speed of Trust



People are: Creating more media Seeking out more media Accessing more platforms

Social Technologies are: Lowering the barrier to entry Closing the asymmetry of information gap Enabling human nature to play out in warp speed

define watch createlisten

share

At the Same Time: Increased Participation, Creation, Platforms



Friends, Family,

Colleagues

YouYour Org

Your Team

Target Audience(s)



“We're moving away from 'users,' 'customers,' and 'shoppers.'

Social media is bringing back the human element to all digital

interaction.”

- ReadWriteWeb



The Conversation Prism

SocialNetworks

Wikis

Blogs

Visual Content

Online Collab.

Twitter

Shareand

Store


By:JESS3 &

Brian Solis


Communication and Promotional Tools Blogs Twitter Visual content (video / photos) Social Networks

Organizational Efficiencies Wikis / crowd source Share, access, store Cloud-collaboration

Blogs

Twitter

WikisShareand

Store

SocialNetworks

Online Collab.

Visual Content



Blogs Not “just a blog” – many

considerations: Your organization’s blog Influencer blogs Employee blogs Coalition / member blogs Competitor / adversary blogs

Permanent, but imperfect – many decisions: Software Engagement strategy Message and positioning Intelligence and tracking

Hi > The Big Picture > 7 Key Platform Categories > Blogs > 3 Case Studies > 6 Must Haves > Closing / Resources


Twitter

What is it? Permanency of blogging Utility of emailing Sociality of Facebook Agility of text / IMing

Why join? Disseminate information Converse and share Build a network Gain insights

Who uses it? The media Politicians C-level executives; decision makers Brands and organizations Online influentials

Hi > The Big Picture > 7 Key Platform Categories > Twitter > 3 Case Studies > 6 Must Haves > Closing / Resources


et al. – et alias “and others”i.e. – id est “that is”e.g. – exempli gratia “for example”

Twitter



Tweet: The result of posting to Twitter

RT: The result of reposting someone else’s tweet

@ Message: A response or a message to a specific handle. When used at the beginning, it can be found under the replies tab (a sort of public “inbox”)

DM: Direct Message, can send only to those following you (goes into your private Direct Message “inbox”)

Hashtag: The # sign is used to denote a major topic (like tagging/categorizing on a blog)

Twitterverse: Akin to the Blogosphere, but for Twitter

Twitter



Advantage: File early, often

Hunger: The public’s appetite for online media continues to increase, take advantage of this

Mobile: It’s wherever you are

Twitter



iPhone: TwitterFON, Tweetie,

Twitterrific, et al.

Blackberry: Twitterberry, browser

Cellphone: SMS, MMS, Utterli/Audio

Twitter



Utterli (audio; photo and video, too) www.utterli.com Twitpic (photos) www.twitpic.com Brightkite (social geo-locator) www.brightkite.com Link to your Blog, Delicious, Facebook, et al. Twitter



Twitter



Social Networks

What is out there? Facebook – friends Twitter – communications Ning – organizations LinkedIn – colleagues MySpace – A & E MeetUp – offline

So I have a page, now what? Upload your contacts Relax the reins Spark two-way conversations It’s a garden: plant, water, weed, maintain; repeat.

Hi > The Big Picture > 7 Key Platform Categories > Social Networks > 3 Case Studies > 6 Must Haves > Closing / Resources


Visual Content

Video – what is out there? YouTube – massive reach Vimeo – customizable Viddler – interactive

Photo – what is out there? Flickr – open network SmugMug – closed network

Why you need it: A picture is worth… Tell your story; create a lasting resource Make it compelling; short and something

you’d pass on Create assets to share with on and offline

media outlets

Hi > The Big Picture > 7 Key Platform Categories > Visual Content > 3 Case Studies > 6 Must Haves > Closing / Resources


Wikis

What are wikis? Collaborative resource Relies on “wisdom of the crowds” Not always accurate, buuuuut… Read: Here Comes Everybody (Clay Shirky)

Why you need them: Define the debate at point of research:

Wikipedia Replace internal intranets Create a puzzle-piece mentality that

encourages more participation and knowledge-sharing

Enable easy access Document evolution and keep definitions

dynamic (e.g., of your issue / organization)

Hi > The Big Picture > 7 Key Platform Categories > Wikis > 3 Case Studies > 6 Must Haves > Closing / Resources


Shareand

Store

What tools are available? Google Docs Google Reader / RSS Slideshare Delicious YouSendIt TinyURLs “Share This”

Why you need them: Cost effective ($0) Accessible anywhere Time-saving Searchable; can make public

Docs

Hi > The Big Picture > 7 Key Platform Categories > Share / Store > 3 Case Studies > 6 Must Haves > Closing / Resources


Media & Blog Stories: 7,000+

March 19Jay Leno Show

March 31Special Olympics launches social media campaign with help from NMS

March 20Story explodes

Twitter Posts: 10,000+

“I bowled a 129. … It’s like – it was like Special Olympics, or something.” - President Obama

3.8 Million Impressions 55,000 Facebook users 10,000+ Pledges 100+ Blog Posts1,200 Tweets 16,000 Video Views

“The president made an offhand remark making fun of his own bowling that was in no way intended to disparage the Special Olympics.” - Spokesman Bill Burton

Blogs TwitterVisual

ContentSocial

Networks

Hi > The Big Picture > 7 Key Platform Categories > 3 Case Studies > The r-word > 6 Must Haves > Closing / Resources


WikisShareand

Store

Online Collab.

Blogs TwitterSocial

NetworksVisual

Content

Hi > The Big Picture > 7 Key Platform Categories > 3 Case Studies> NMS > 6 Must Haves > Closing / Resources


http://debatehub.c-span.org/

http://dnc08.c-span.org/

http://rnc08.c-span.org/

Shareand

StoreBlogs Twitter

SocialNetworks

VisualContent

Hi > The Big Picture > 7 Key Platform Categories > 3 Case Studies> C-SPAN > 6 Must Haves > Closing / Resources


Challenge: Engage and connect the American people to the political process

Establish lasting resources on a limited budget

Transform C-SPAN’s image in the eyes of online influencers and tech communities

Introduce C-SPAN’s core audience to online media, reporting and communities

Solution: Leverage open source technologies

Exchange social capital

Allow for embedding, imperfection and interaction



be exclusive for the bang.





be inclusive to sustain.



Linked to thousands of blog posts

Gave on-air time to reading blog and Twitter posts

Followed-up with as many folks as possible





“[C-SPAN’s Debate Hub] is full of people doing the same thing .

I love this day in media technology.

It’s a true marketplace of ideas with instant access.

is heard just as much as other people sitting at home drinking champagne alone and watching TV.”



“open” is efficient and credible.



Moved quickly to design/develop each Hub

Used entirely open-source software

Based on heavily-customized WordPress



furthering their mission, C-SPAN connected millions

to the political process



6 “must-haves” for non-profits



http://anorangeamerica.com/

http://www.energystar.gov

(complex issue? turn to data-visualization + info-graphics)



http://labs.google.com/

http://labs.digg.com/

http://sunlightlabs.com/

(no matter your size or budget, innovation is essential)



http://www.soapblox.net (left)

http://www.dailykos.com (left)

http://www.thenextright.com (right)

http://www.redstate.com (right)

(for your issues, consider state blogs and diary sites)



http://blogads.com/

http://www.facebook.com/advertising/

(get creative with ‘quality-of-experience’ advertising)



http://www.crowdspring.com/ http://www.geniusrocket.com/

http://www.appsfordemocracy.org/

http://www.istrategylabs.com/

(crowd-source is the new out-source)


http://www.wikipedia.org/


http://www.wethecitizens.com/

http://my.barackobama.com

(socially mobilize constituents… display their impact)



What if I Have to Convince / Sell Social Media to Others?

If a Businessman or Businesswoman: Focus on the organizational efficiencies, lowered barriers to entry, reduced transaction costs and closing the asymmetry-of-information gap

If an Academic: Show consistencies in the laws of human nature; lean on philosophy, sociology, anthropology and psychology; we are social beings, with egos, the need for reciprocity, attention and community, etc.

If Friend or Family: Think about emphasizing how easy it is to stay in touch and “opt-in-to-intimacy” in one another’s lives

If Coworker or Team Member: If you need to delegate, organize, inform and move in sync with one another, social media has many tools to help you and your team members do so with higher speeds, lower costs and, often, better results



Seven Key Resources

Twitter is fast growing, influencers are on it. Heard about the platform being embraced media, politicians,

technophiles and celebrities alike? Now hear what they are saying about your brand: http://search.Twitter.com and http://tweetgrid.com/

Aggregating the best of the web, here are 6 great sites:

Social media: http://mashable.com/ & http://www.readwriteweb.com/

Brand-related: http://adage.com/ & http://adrants.com/

Political-related: http://www.memeorandum.com/

Tech-related: http://www.techmeme.com



Thank you. Questions?

Leslie BradshawNMS Web: www.newmediastrategies.net

Personal Blog: www.lesliebradshaw.com

Twitter: www.twitter.com/LeslieAnn44

Email: [email protected]

Phone: (703) 253-0050 x 187
