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Social Media is Not Scary by Ari Herzog Principal and Online Media Strategist Ari Herzog & Associates www.ariherzog.com October 27, 2009

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Presented October 27, 2009 in Newbury, Mass. Every slide wasn't initially shown. Here are short URLs for the respective slides showing pictures when they should really be the following youtube videos: 18: http://bit.ly/socialnomicsvideo 34: http://bit.ly/sasquatchdancing 87: http://bit.ly/cadburygorilla1 88: http://bit.ly/wonderbradrummer 89: http://bit.ly/cadburyeyebrows 90: http://bit.ly/cadburygorilla2 97: http://bit.ly/usnow1 104: http://bit.ly/kaplanprofessor

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Social Media is Not Scary

byAri Herzog

Principal and Online Media Strategist

Ari Herzog & Associateswww.ariherzog.com

October 27, 2009

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http://slideshare.net/ariherzog/scary-

presentation ...if you don't want to take notes

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What is social media?

"Social media and web 2.0 are umbrella terms that define the various activities that integrate technology, social interaction, and content creation." "Social media use the "wisdom of crowds" to connect information in a collaborative manner online." - U.S. Federal Web Managers Council, webcontent.gov

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WEB 1.0 Read only Top downKnowledge managementComputing Bacteria

WEB 2.0Read/writeBottom upKnowledge sharingCloud computing Virus

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Factoids

The fastest growing segment of new Facebook users are 60something women.

The largest growing segment of new Facebook users are 30something women.

The median age of a Twitter user is 31.The median age of a LinkedIn user is 40.

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Two thoughts

1. If your customer has an email address but you are not using email to announce new products, solicit feedback, etc., why not?

2. If your customer has a cell phone, has a Facebook profile, is on Twitter, etc., but you are not or are not engaging, why not?

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Say what?

92% of every B2B purchase has some element that began online with zero human involvement.Source: Outsell (2008)

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Static Sucks

66.5% of marketers plan on spending more online, and 66.3% plan on spending more on website development. - BtoB Magazine, 2009

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Case Study #1

Harley Davidson

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"The message is not about the charity. The message is about why the messenger cares. "

- Katya Andresen, Network For Good

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An Exercise

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Please clap your hands.

Don't stop untilthis slide changes.

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STOP CLAPPING

...and let's assess...

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http://www.flickr.com/photos/papalars/2060553972/

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Case Study #2

U.S. Army

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What is LinkedIn?

Interconnected network of 48+ million professionals from 170 industries and 200 countries.One person joins every second.50% of network is outside the U.S.Executives from every Fortune 500 firm uses it.

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http://tinyurl.com/li-twitter

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What is Twitter?

Messaging platform that sends/receives over both computer and cellphone, and has a limit of 140 characters.Built to answer the question, "What are you doing?" but more popularly used for actions, accomplishments, thoughts, sales.

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search.twitter.com

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Case Study #3

Co Co. Sala

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My Yelp Review of Co Co. Sala

...I can’t comment on the food, the table service, or the DJing. The drinks were pricey, at $13 or so for martinis and other gourmet drinks. The cocotini was delicious, as was the “cucumber drink,” some vodka- or rum-spiked concoction that included soaked cucumbers. I visited the bar... on a Thursday night and... it was a good thing there was a large group of women in my group. See, it’s a chick bar. I only needed to glance down a long row of square tables to observe about 20 women and no men. If you like women, it’s a great place to people-watch and flirt.

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3 months later...

My name is Bharet and I am one of the two owner’s of Co Co. Sala... thank you for your feedback... I also would like to apologize for the delay in getting back to you. This reponse is waaaay overdue… what you said is certainly fair with respect to the price!... I know you are not based in DC but should you come back, please do get in touch with me…it would be a pleasure to meet you and your friends who are based in DC. I’d love to do whatever I can to make Co Co. Sala a fantastic experience for them.... Thanks for your comments and I hope to meet you and hear from you.

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"At the end of the day, it's not even about collecting information on your portals. The best way to make yourself web 2.0 is actually to expose your data in ways that let other people re-use it." - Tim O'Reilly,Government Thinking About Web 2.0

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Case Study #4

Cadbury Dairy Milk

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Case Study #5

Library of Congress

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Sylvia Sweets Tea Room, corner of School and Main streets, Brockton, Mass.Uploaded January 8, 2008 with assorted notes, subjects, call number, etc.20+ comments from Jan 2008 to March 2009

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Library of Congress on FlickrInternal meetings began early 2007Zero staff members worked full-time on this project!Purchased a Flickr Pro account at $24.95/year Developed a custom upload app w/ java and marc4j1-time cost of 222 hours of tech programming over 6 monthsUploaded 3,100 photos in January 2008Ongoing costs involve a 7-member team, equivalent to 1 FTE (including tracking LOC photo usage on external blogs, communications, etc)

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…24 Hours LaterAll 3,100+ photos viewed 392,000 views on the photostream 650,000 views of photos 1.1 million total views on LOC account 420 photos had comments 1,200 photos were favorited

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…9 Months Later:5,621 photos as of 3/19/0915 WW1 panoramas (in remembrance of Veteran’s Day coordinated with other Commons members) 10M+ views, 7,166 comments, and 67K+ tags Site averages 500,000 views a month Flickr members favorited 79% of photosSince March, 50 photos from the Bain News Service collection are added each Friday Between Jan - May 2008, average LOC PPOC websites rose 20% per month, compared to 2007

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Connected

Transactional: G2C(pay taxes, renew

licenses,2-way comm, 24x7)

Interactive(download forms, apps,

and portal)

Enhanced(archived links to regulations, reports, newsletters)

Emerging(website, links, static)

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Top 10 UN Member Nations1. Sweden2. Denmark3. Norway4. USA5. Netherlands6. Republic of Korea7. Canada8. Australia9. France

10. United Kingdom

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UN: Best PracticesEU's Debate Europe http://europa.eu/debateeurope/index_en.htmBrazilian House of Representatives - online debateshttp://www2.camera.gov.br/popularIceland Ministry of Social Affairs - online chathttp://www.felagsmalaraduneyti.is/radherraIreland - gov procurement portalhttp://www.e-tenders.gov.ieMalta Health Ministry – online health card apps, med ency, anim lessonshttp://www.ehealth.gov.mt/article.aspx?art=90Netherlands e-Citizen Charterhttp://www.govtech.com/gt/articles/104894

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If you get lost...

Ari [email protected]

978-558-0008

Twitter/Skype: ariherzogwww.ariherzog.com