Travis Warren's presentation 8AM 7/9/2009, Burlington, VT

1. Travis

8. Social Media
|
+ -- Social Networking

9. S
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http://manyeyes.alphaworks.ibm.com/manyeyes/

10. Social media is the combination of people
gathering together using technology that
allows for the sharing of words, pictures
and videos to create engagement and and
the opportunity for shared meaning.
--96.229.37.254 (talk)
20:37, 4 April 2009 (UTC)

11. 1. Evolution
2. Cluetrain
3. Evidence

12. medium > mass mediums > social mediums

15. 1452

16. “an industry was born—the
rapid distribution of information
as never before achieved, nor
dreamed possible.”

17. “What Gutenberg actually
achieved was the
democratization of
knowledge.”

20. Mass Media 1600s

21. 1844

22. 1965

23. Mass Media

24. Social Media

25. medium > mass mediums > social mediums

26. A powerful global
conversation has begun.
Through the Internet, people are
discovering and inventing new
ways to share relevant
knowledge with blinding speed.
As a direct result, markets are
getting smarter—and getting
smarter faster than most
companies.
1999

27. only thing on your mind.
IN 81. Have you noticed that, in itself, money is kind of one-dimensional
A and boring? What else can we talk about?
R 82. Your product broke. Why? We'd like to ask the guy who made it. Your
T
E corporate strategy makes no sense. We'd like to have a chat with
95
U your CEO. What do you mean she's not in?
L 83. We want you to take 50 million of us as seriously as you take one
C reporter from The Wall Street Journal.
84. We know some people from your company. They're pretty cool
online. Do you have any more like that you're hiding? Can they come
out and play?
85. When we have questions we turn to each other for answers. If you
didn't have such a tight rein on "your people" maybe they'd be
among the people we'd turn to.
86. When we're not busy being your "target market," many of us are
your people. We'd rather be talking to friends online than watching
the clock. That would get your name around better than your entire
million dollar web site. But you tell us speaking to the market is
Marketing's job.
87. We'd like it if you got what's going on here. That'd be real nice. But it
would be a big mistake to think we're holding our breath.
88. We have better things to do than worry about whether you'll change
in time to get our business. Business is only a part of our lives. It
seems to be all of yours. Think about it: who needs whom?
89. We have real power and we know it. If you don't quite see the light,
some other outfit will come along that's more attentive, more
interesting, more fun to play with.
90. Even at its worst, our newfound conversation is more interesting
than most trade shows, more entertaining than any TV sitcom, and
certainly more true-to-life than the corporate web sites we've been
seeing.
91. Our allegiance is to ourselves—our friends, our new allies and
acquaintances, even our sparring partners. Companies that have no
part in this world, also have no future.
92. Companies are spending billions of dollars on Y2K. Why can't they
hear this market timebomb ticking? The stakes are even higher.
93. We're both inside companies and outside them. The boundaries that
separate our conversations look like the Berlin Wall today, but
they're really just an annoyance. We know they're coming down.
We're going to work from both sides to take them down.
94. To traditional corporations, networked conversations may appear
confused, may sound confusing. But we are organizing faster than
they are. We have better tools, more new ideas, no rules to slow us
down.
95. We are waking up and linking to each other. We are watching. But
we are not waiting.

28. IN
A
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E
95
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C
New Rules!

29. IN
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T
“The Internet is enabling
conversations .. that were simply not
possible in the era of mass media”

30. IN
A
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T
“Markets are [now] Conversations”
C

31. IN
A
“Conversations sound human”
R
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C

32. IN
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C
“There are no secrets. The ..
market knows more than
[schools] do about their own
[programs]. And whether the
news is good or bad, they tell
everyone.”
http://www.flickr.com/people/59953599@N00/

33. A powerful global conversation has begun.
Through the Internet, people are discovering and inventing new
ways to share relevant knowledge with blinding speed.
As a direct result, markets are getting smarter—and getting
smarter faster than most companies.

35. by Jonathan Harris and Sep Kamvar

37. Looking for feelings from people
in the last few hours.

40. Technorati is an Internet search engine for searching
blogs, competing with Google and Yahoo. As of June
2008, Technorati indexes 112.8 million blogs and over
250 million pieces of tagged social media.

41. http://flickrvision.com

43. http://twittervision.com

44. http://monitter.com/

49. http://search.twitter.com

50. Web 1.0 2.0
Transformations
Web 1.0 Web 2.0
Read Write
Publishing Participating
Tagging - Taxonomy Tagging - Folksonomy
Stickiness Syndication
Content Management Wiki’s & Blogs
Shutterfly/Ofoto Flickr
Britannica Wikipedia
50

51. Participation

53. annual monthly
views
sessions pages
visits
hits unique
daily
impressions
monthly

54. How many people visited our site?
12,000
Total
9,000
6,000
Unique
3,000
0
07
07
07
07
07
07
07
07
07
07
07
08
08
20
20
20
20
20
20
20
20
20
20
20
20
20
1
1
r1
1
1
l1
1
1
1
1
1
1
1
b
ar
ay
n
g
p
ct
v
c
n
b
Ju
Ap
No
De
Ju
Ja
Au
Fe
Se
Fe
O
M
M
Source: Eagle Hill School (August 2007 - February 2008) OMNITURE

55. Web Inquiries
70
60
50
40
30
20
10
0
Sept Oct Nov Dec Jan Feb
2006/07 2007/08

57. How many people participated our site?
50
38
25
13
0
8
08
08
8
08
08
08
08
08
09
09
09
00
00
20
20
20
20
20
20
20
20
20
20
r2
l2
ay
n
g
p
ct
v
c
n
b
ar
Ju
Ap
No
De
Ju
Ja
Au
Se
Fe
O
M
M
Source: Proctor Academy/Chuck’s Corner Commnets (April 2008 - March 2009)

58. What’s the
Participation
Recipe?
One part tool.
Two parts creativity.

59. 1
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Old Paradigm
Online Tour guides
Frequently Asked Questions
59

60. Q
FA
LD
O
60

61. Q
FA
EW
N

62. Ways to Participate
Comments
- News
- Micro-sites
- Event-sites
- Blogs
Social Networks
Social Media
Social Distribution
WHIPPLEHILL

63. Comments
News

66. Comments
Micro-site Example One

71. Comments
Micro-site Example Two

72. Hall of Fame
WHIPPLEHILL

73. Hall of Fame
RY
OR MEMO
TH OUGHT
S SU BMIT A
& PHOTO
TION AL INFO
SUBMIT ADDI
WHIPPLEHILL

75. firs s.
king around campu
g raduation wal
ger
2 /27/2 006 - Jon Youn s later it is Bob th
at
ran brook 15 year
Loo king back at C lcom e always, and
at s mile warm we
come s to mind. Gre n. I miss you B
ob!
rso
taught me to be my own pe
ing
27/2005 - Ben jamin Keyserl an were when
I
12/ ffm
me s I saw Mr. Ho
A ltho ugh the only ti r. Winter or whe
nI
ad monished by M
wa s waiting to be alw ays worked to
absence slip, he
was picking up an wh en one is abou
t to
ter (as is desirable d
ma ke my day bet also remain amaze
de an of boys). I
be y elled at by the oun ce my last nam
e.
o spell and pron
by his ability t
ett
9/11/20 05 - Paul Over to have class.
how
Bob Hoffman , he taught us
MORY
O UGHT OR ME
SUBMIT A TH
WHIPPLEHILL

76. Hall of Fame
RY
OR MEMO
TH OUGHT
S SU BMIT A
& PHOTO
TION AL INFO
SUBMIT ADDI
WHIPPLEHILL

77. Comments
Event Driven Micro-sites

81. Tiger Day:
The Totals are In!
We are delighted to report that Tiger Day 2009 was
definitely a roaring success. Thanks to the alumni,
parents, faculty, and friends of Woodberry Forest who
supported Woodberry's Amici Fund during the March
25 Tiger Day campaign, we surpassed our goal,
raising $107,328 and securing 255 gifts. We are deeply
grateful to everyone for "showing their stripes" and
supporting Woodberry Forest School so generously.
Go Tigers!

82. Comments
Blogs

84. 5/23/2003 at 1:26:46 PM -
12/3/2002 at 1:00:00 AM - OLIN POTTER
David Goodsell AS A MEMBER OF CLASS OF 43 I
I never knew this piece of history about my TOO COMPLETED A ROW BOAT OF
father. I am so amazed that he did such a WHAT LOOKS TO BE THE SAME:
wonderful thing so many years ago. Wow STEAM BENT OAK RIBS WITH
how exciting to see this happening. To all EDGE-NAILED PLANKS (TOUGH TO
the students at Proctor I commend you on TRIM TO SHAPE) IT HAD A LITTLE
your fine work. You are true Gentlemen SKEG, FLOATED WELL BUT WAS A
and Ladies. Keep sailing!!!!!!! Ahoy There BIT TIPPY. COULD PROBABLY FIND
Mates David E Goodsell Ft Worth, Texas A PHOTO OF IT IN USE IF THERE IS
ANY INTEREST. OLIN POTTER
3/9/2003 at 1:00:00 AM -
Nancy (Heywood) Boileau
It was so nice to turn over the boat to
where it was built by my cousin Fred
Goodsell. It makes our hearts warm to
know this was the right thing to do for
our lost families. We hope to see the little
boat on our swing through New England
this coming Fall. Paul & Nancy Boileau
Burlington, Vermont
WHIPPLEHILL

85. 5/24/2003 at 11:33:34 PM -
5/24/2003 at 8:43:45 PM - Alfred Goodsell
Ruth & Rex McVay I received the invite from Lou and if it was
How wonderful of all of you to restore in my power to be there I would, however
Alfred Goodsells little boat and to honor my thoughts are with you at Proctor on
him by bringing the "Little Boat Home "on the 14th, Olin I know that you will be
your reunion. We all wish his health would there so you can speak for me . Those
allow him to be there-his spirit will be I am were some of the Happiest days of my
sure of that. We are very proud of him and life being a part of the student body at
happy for him to be able to hear about this Proctor with the teachers Roland {PETE}
honor. Thank you Procter. Sincerely Alfed Burbank and his wife Connie, Lee Henry,
Goodsells sister and brother in-law. Bill Holts, Lyle Farrell , and Cap't. Rounds
in the Shop. I wouldn't give the memories
up for the world, and I am so happy to
be a part of the Proctor History.
11/16/2007 at 7:40:36 PM -
Connie Cauchon
Thanks for making my father a real piece of
history. He has always been a special person to
me but this makes him more special than ever.
Thanks again for restoring his Little Boat.
WHIPPLEHILL

89. 3
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90. 3
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1 minute 47 seconds
in the first 48 hrs post Katrina a comment was
posted on their site every 1 minute 47 seconds

91. 3
E 9/8/2005 at 7:25:49 PM -
L Ann Abbrecht- Hey Advissees! Log
P
M in and give me your e-mail addresses or
A
X just e-mail me at Nakanawa@aol.com. I miss 9/8/2005 at 9:23:37 AM -
E you guys and want to know where you are and Doug Prechter- I am offically going
what you are doing. So, Mica, Nadine, Jason, to Episcopal in Houston. Jenny, Jessy,
Matt, Sara, Helena, Megan, Ethan, Will, and Raine, Tracy, the Popplers, and Evan Hunter
Andrew, please keep in touch because second are also here, maybe more. Marc Cordes, we
semester is not as far off as you think. need you to come here so we can complete our
Take care, Ms. A secondary. I went to Memorial the last two
days, but i have landed at EHS for good,
sorry henry and andrew. I will see you
guys around.
9/8/2005 at 9:17:48 AM - Ian Gracey- 9/8/2005 at
Newman Students: The Lawrenceville School, 4:08:49 PM - kRYSTEN WADE-
which is located just outside of Princeton, New Hey all, i miss u sooooooo much and
Jersey still has some spots available for students this Katrina makes me realize how much i
displaced by Hurricane Katrina. Associate Dean of actually LOVE Newman! Ha!I was at Clear
Admission, Ian Gracey, is currently in Houston and can Brook High School but now im going to a
be reached for a meeting on Thursday (all day) or boarding school called Brenau Academy in
Friday morning. His cell is 609 635 2031. You may Gainsville, Ga. kk call me at
also call the school directly: 800 735 2030 and (281)992-0739. k-luv yall bye
visit our website: www.lawrenceville.org. Krysten

92. 3
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93. </comments>

94. Social Networks
Facebook

96. WHIPPLEHILL

98. Two Ways
To Leverage Facebook
✓ Learn “Public Profiles”
✓ Social Distribution
Implement “Facebook Connect”
WHIPPLEHILL

100. NEW

103. Tag you’re it!

105. http://manyeyes.alphaworks.ibm.com/manyeyes/

107. Social Media

108. People Formally Known as
the Audience

109. What is it?
blogs & RSS
students, teachers, parents contributing on
flickr, wikis, blogs, youtube,

114. 91

115. Social
Distribution

116. 2 examples
“Share This” Widget
“Fan Box”
Facebook Connect

117. Social Distribution

118. http://manyeyes.alphaworks.ibm.com/manyeyes/

119. December 2008
WHIPPLEHILL

122. Real Identity

123. Social Distribution

124. Questions?
Comments
- News
- Micro-sites
- Event-sites
- Blogs
Social Networks
Social Media
Social Distribution
WHIPPLEHILL

125. Takeaways
Your Audience Craves Reality
Trivial is good
Short Shelf-life = Honesty
Photos, Photos, Concise Text, more Photos
Invite Conversation!
Use Social Media to Drive Traffic Back to your Site

126. </presentation>