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SOCIAL MEDIA mini
BOOT CAMPLisa Colton
Chief Learning Officer, See3 CommunicationsPresident, Darim Online
[email protected]@darimonline @lisacolton
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The 90 Minute Workout
• What’s changed?• Who are we talking to?• How do we earn attention?• What does it look like?• What’s your plan?
– People, Objectives, Strategy, Technology
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Traditional Mindset: Hub & Spokes
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Network Mindset
“connect and collaborate” rather than “command and control”
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Characteristics of Social Media
• Participatory: It blurs the line between producer and consumer, media and audience.
• Open and Democratic: It encourages comments, voting and sharing of information. For this reason it is seen as authentic and trustworthy.
• Conversational: Two (or more) way conversation rather than one-directional broadcast. Is personal, specific, and engaging.
• Communal: Supports formation, growth & strength of communities around a particular shared interest.
• Connected: Thrives on being connected, not territorial and proprietary. “Contact sport” not “spectator sport”.
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Attention EconomyBe SocialAdd ValueBe RealStrengthen the Network
5 New Rules of the Game
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#1 THIS IS AN ATTENTION ECONOMY
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Who Are You Designing For?
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#2 Bring Your Social Skills!
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#3:
ADD
VALUE
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Social Content is Social Capital
• Social Capital is the value of connections between and among nodes in social networks.
• Content should be newsworthy, unique, controversial, timely immediately useful and/or funny.
• 12:1 ratio of adding value.
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Your Unique
Value
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#4: BE REAL
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Voice: Sixth & I Synagogue in DC
What assumptions do people have about your school?
How does your voice reinforce or rewrite those assumptions?
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Make it
Personal
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Families,
and parenting,
are changing.
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People Before Technology
1. PEOPLE: Identify audience(s)
2. OBJECTIVES
- What are you goals and objectives for this audience?
- What are your audience’s goals?
3. What is the STRATEGY to reach these goals?
4. Determine the specifics of the TECHNOLOGIES to use.
Implement, measure, refine!
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Q&A