week 5, day 1 structural understanding of social media

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Today’s Agenda 1. Citizen Marketing – Segmenting Markets by Behaviors & Influence 2. Spreading Ideas Ideas that Spread Win – Seth Godin, Ideavirus How Ideas Spread – Intro to Memetics replication, variation, natural selection 3. Iterative Approach 4. Social Capital 5. Identity 6. Mid-Term Exam Launches Feb. 9

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Page 1: Week 5, Day 1   Structural Understanding Of Social Media

Today’s Agenda

1. Citizen Marketing – Segmenting Markets by Behaviors & Influence

2. Spreading Ideas• Ideas that Spread Win – Seth Godin, Ideavirus• How Ideas Spread – Intro to Memetics

• replication, variation, natural selection

3. Iterative Approach

4. Social Capital

5. Identity

6. Mid-Term Exam Launches Feb. 9

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In a culture like ours, long accustomed to splitting and dividing all things as a means of control, it is sometimes a bit of a shock to be reminded that in operational and practical fact, the medium is the message. This is merely to say that the personal

and social consequences of any medium – that is, of any extension of ourselves – result from the new scale that is introduced into ouraffairs by each extension of ourselves, or by any new technology.

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De architectura – 25 B.C.

Canon of Proportions

Vitruvian Man

1487

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Why not track down Jackie &

Ben?

Engage them?

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=

McLuhan

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Good blog.

Teamed up onPersonal Brand

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Social Capital

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Giving up

Control?

Gaining

Control

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Shel new book Twitterville.

Scoble was Evangelist

(tech PR) for Microsoft

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Not =

FiltersFanatics

FacilitatorsFirecrackers

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Quantity

Quality

Personal Brand

strategy?

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Google 1000 true fans.

Read the blog post sometime.

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Firecrackers

Vs.

Influentials

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As bandwidth increases so does the

% of uploaders.

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He skipped Altruism?

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Contests

Co-Creation

Community

Tactics

&

Strategy

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Citizen MarketersPaul Revere’s Ride, 1775

• Connector

• Maven

• Sales person/charismatic Malcolm Gladwell, The Tipping Point

Henry Wadsworth LongfellowPaul Revere’s Ride, 1860

• inaccurate

• perception becomes reality

• creates a myth

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Is social media hot or cool?

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Broadcast vs. Social Media

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Filter then Publish

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Publish then Filter

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The Goal

loyalists

contributions

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Our conventional response to all media, namely that it is how they are used that counts, is the numb stance of the technological idiot.

For the ‘content’ of a medium is like the juicy piece of meat carried by the burglar to distract the watchdog of the mind.

The effect of the medium is made strong and intense just because it is given another medium as ‘content’.

The content of a movie is a novel or a play or an opera. The effect of the movie form is not related to its program content.

The ‘content’ of writing or print is speech, but the reader is almost entirely unaware either of print or speech.

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Factoid:

By 2011, 70 per cent of social

computing deployments

in government

that achieve business benefits will do

so in unplanned or unexpected ways,

according to Gartner, Inc.

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Whuffie is born …

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social capital

IntrinsicIndividual Assets

Information FlowInfluenceSocial CredentialsReinforcement of IdentityRecognition

ExtrinsicCollective Assets

TrustNetwork StructureReputationAuthoritySanctionsCulture

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social

sexual

.

professionalreligious

personal

privateethnic

political national

cultural

gender

The 5 Things About Me Meme

culinary

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Four Senses of Identity

1. Identity that achieves social footing.

2. Identity as role.

3. Identity achieved through mismatch or roles.

4. Identity achieved through stories.

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23 - Internal buy in

21 – ROI, measurement

13 – tips for starters

11 – best practices

2 – employer branding/recruitment

1 - back to off-line basics, leveraging traditional marketing, tribe,

reputation, risk, tools, how to scale,

new digital divide, online video

Where r we @?

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Sources in order of appearance:

http://michaelzimmer.org/images/mccluhancartoon.jpghttp://www.quarterplay.com/wp-content/uploads/2008/09/price-drop.gif http://laurelpapworth.com/wp-content/uploads/2009/07/war-zone-2-journalist-cartoon.jpg http://farm4.static.flickr.com/3282/2714445193_d13a700d47.jpg http://www.zimbablog.com/zimbuploads/2008/10/creative-freedom-banner.jpg http://plus.maths.org/latestnews/jan-apr07/networks/power.gifhttp://suewaters.wikispaces.com/file/view/Slide12B.JPG/31092781 http://beyondnessofthings.files.wordpress.com/2007/07/longtail.gifhttp://vanelsas.files.wordpress.com/2008/06/time-magazine-you.jpghttp://www.destination360.com/north-america/canada/images/s/canada-cn-tower.jpg http://www.craphound.com/images/d_and_o_cover_large.jpg

http://4.bp.blogspot.com/_bhsTyxtsL94/SuCk-QzkzCI/AAAAAAAAABo/x5GI4PaE9ug/s1600-h/SMMQ5.bmp