solari social media is reshaping communication
DESCRIPTION
An updated presentation on communication and social media, exploring more issues (such as blogging and privacy).TRANSCRIPT
Social MediaIs Reshaping Communication
Rich MaggianiSolari Communication © 2009 Solari Communication.
All rights reserved.
How we used to communicate
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How we communicate now
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© 2009 Solari Communication. All rights reserved.
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© 2009 Solari Communication. All rights reserved.
© 2009 Solari Communication. All rights reserved.
© 2009 Solari Communication. All rights reserved.
© 2009 Solari Communication. All rights reserved.
The Trail Ahead© 2009 Solari Communication. All rights reserved.
Understanding Social Media
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The Rules of Social Media
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Forms of Social Media
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How Social Media Affects Communication
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The Future of Social Media
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Let’s st
art on th
at trail…
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Understanding Social Media
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It’s all about…
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Conversation.
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Two-way, and oftenmultidimensional.
Contribution.
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Encourage interaction,positive and negative.
Collaboration.
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Promote information exchange among allparticipants; quick and easy.
Connection.
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Accessing information and peoplewith a click.
Community.
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A relationship with others sharingcommon attitudes, interests, and goals;
through regular interaction.
Social Media, the definition:
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Communication channels enablingauthentic, personal engagement of one
human to another.
The Rules of Social Media
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I want, I want …
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To have a say.
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Meaningful dialogue.
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To be engaged andinvolved in the process.
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Personal interactions with others.
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To be listened to.
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To help shape what I find useful.
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To connect with others engagedin similar activities.
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Plain talk.
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Communication to begenuine and relevant.
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To conduct business with ethicalcompanies who work transparently.
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To be in partnership.
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National Public Radio asked:
“Why use social media?”
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“A method of communication.”
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“You might as well have asked ‘whycommunicate at all?’”
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“So I know I’m not alone.”
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“It’s the new water cooler.”
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“It’s a convincing illusion thatI have an actual life.”
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Forms of Social Media
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Social Networks
Second LifeFacebookLinkedIn
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Blogs
PersonalPoliticalBusiness‘Popular’ mediaMainstream media
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Wikis
WikipediawikiHowWikia
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Forums
Front Porch ForumsSmall Business ForumsBoard TrackerPrivate Forums: Nokia
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Content Communities
del.icio.usDiggStumbleUponFlickrYouTube
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Microblogging
JaikuFriendFeedTwitter
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Distribution through RSS
Real Simple Syndication-or-
Rich Site Summary-or-
RDF Site Summary
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Some Perspective
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Median ages:
Facebook 26Myspace 27Twitter 31LinkedIn 40
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How Social Media Affects Communication
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Aviation Supplies & Academics
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An internal wiki
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Knowledgebase
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DATwiki
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Motorola
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An external wiki
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92% of employees at Motorola areengaged in social media
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They post almost100,000 documents daily.
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Blue Shirt Nation
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Employee blogging for community
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Normal turnover rates for retailemployees is 40–60%.
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Turnover rates for those employeesengaged on Blue Shirt Nation is only 8%.
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ContentNext.org
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Social networking
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Micro-blogging at 140-characters
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Twitter stats
18–24 19%25–34 20%35–44 10%45–54 5%55–64 4%65–∞ 2%
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Pointless babble 40.55%Conversational 37.55%Pass-along value 8.70%Self promotion 5.85%Spam 3.75%News 3.60%
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Quality of Tweets
TweetDeck
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Customer Service and JetBlue
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Dominos: The Power of Twitter
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Over one million views in two days
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So you want to be a blogger
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Some Rules for Blogging
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Decide on your goal.
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Keep it brief.
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Augment with images.
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Be original.
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Show some passion!
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Keep a schedule.
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While blogs are great…where are all the editors?
Typos.
Proofing / Rehearsing.
Relevance.
Myopia.
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But…
does it really matter?
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Finding the Time
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Or…
“Is anyone really reading this stuff?”
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Budget your time;
don’t keep it open all day long.
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Create a networking schedule within yourday.
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Don’t get caught up in every conversation;
choose them wisely.
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“Un-follow” those who contribute to thenoise.
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Strategize your contributions to somethingspecific or important.
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Social Media Technical Communicator
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Traditional technical communicator
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Interviewer, writer, designer.
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Introvert: leave me alone so I can write.
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Hidden in the company.
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Virtually no feedback on user assistance.
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Social media technical communicator
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Interviewer, writer, designer.
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Extrovert:this is my opinion and
this is how you should do this.
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Expert: content for collaboration.
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Enabler:soliciting, interacting, gathering
comments and reactions.
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Interactive, short feedback cycles andreaction times.
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“You hereby grant Facebook anirrevocable, perpetual, non-exclusive,transferable, fully paid, worldwidelicense (with the right to sublicense) to…
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(a) use, copy, publish, stream, store,retain, publicly perform or display,transmit, scan, reformat, modify, edit,frame, translate, excerpt, adapt, createderivative works and distribute (throughmultiple tiers), any User Content you…
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(i) Post on or in connection with theFacebook Service or the promotionthereof subject only to your privacysettings or (ii) enable a user to Post,including by offering a Share Link onyour website and…
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(b) to use your name, likeness and imagefor any purpose, including commercial oradvertising, each of (a) and (b) on or inconnection with the Facebook Service orthe promotion thereof. …
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You may remove your User Content fromthe Site at any time. If you choose toremove your User Content, the licensegranted above will automatically expire,however you acknowledge that theCompany may retain archived copies ofyour User Content.”
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“The following sections will survive anytermination of your use of the FacebookService: Prohibited Conduct, UserContent, Your Privacy Practices, GiftCredits, Ownership; Proprietary Rights,Licenses, Submissions, User Disputes;…
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Complaints, Indemnity, GeneralDisclaimers, Limitation on Liability,Termination and Changes to theFacebook Service, Arbitration, GoverningLaw; Venue and Jurisdiction and Other.”
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Trust
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The changes in communicationare profound.
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Trust has shifted from leaders to peers.
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From official messages to conversations.
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The Future of Social Media
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Introducing:A YouTube-like video library
A Facebook-like social networkSocial bookmarking service
Knowledgebase wiki3-D virtual world for training
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News
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37% Online (up 6%)29% National TV (down 5%)27% Newspapers (down 5%)
Compared to two years ago
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Where people get their news
25% in 2000
34% in 2009
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Many young adults under 25 get no news
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Philadelphia Daily Newsfiled for bankruptcy
Minneapolis Star Tribunefiled for Chapter 11
Boston Globelosing $1 million a week
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“Eight of the fifty largest daily newspapersin the United States could cease publication
in the next eighteen months.”
Wall Street Journal (online)
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A thought to consider
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“Social media is here; it’s the wave of the future.”
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Or perhaps, “tsunami of the future”.
The Summit
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Understanding social media
The rules of social media
Forms of social media
How social media affects communication
The future of social media
You’ve reached the summit!
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Additional Resources
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© 2009 Solari Communication. All rights reserved.
www.solari.net/position-papers-social-media.php
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Thank you.
© 2009 Solari Communication. All rights reserved.
Rich MaggianiCommunication ConsultantSTC Fellow
Solari Communication137 Lost Nation, Suite 14Essex, Vermont 05452
www.solari.netwww.solari.net/toward-humanity
Follow me on Twitter:@richmaggiani
Invite me to connect:www.linkedin.com/in/richmaggiani
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Blossoming Flowers
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