Decoding Social Media 解讀社交媒體 (2010.09.09 @ CCLSG) Workshop conducted for CCL Singapore staff about Social Media. 為新加坡福音證主協會同工舉辦的社交媒體培訓工作坊

1. Decoding Social Media
Calvin Yu @ CCLSG / 2010.09.09

2. Puzzled?

3. Social Networking in Plain English

4. Characteristics of
Social Media

5. Connections of Connections

6. Trusted Connections

7. Sharing and Interaction

8. Participation

9. Social Media is a fad?

10. Or a fundamental shift in the way we communicate?

11. What is the Relevance?

12. Discussion:
Myths of Social Media

13. Myths of Social Media
•
It is for the Youth only!
•
We have website already!
•
We have no resources!
•
We have no IT people!
Source: http://blog.nielsen.com/nielsenwire/online_mobile/six-million-more-seniors-using-the-web-than-five-years-ago/

14. Myths of Social Media
• Facebook
Facebook = Social Media
•
How to pick the right ones?
•
Just put everything on it!
•
There will be negative posts!
Source: http://blog.nielsen.com/nielsenwire/online_mobile/six-million-more-seniors-using-the-web-than-five-years-ago/

15. Myth #1
It is for the Youth only!

16. Fact #1
• 2009.11
Research by The Nielsen Company
in the US (Nov. 2009)
• During the past 5 years
• ^ 55%
seniors actively using the
Internet ^ 55%
• ^ 11%
time spent online by the
seniors ^ 11%
Source: http://blog.nielsen.com/nielsenwire/online_mobile/six-million-more-seniors-using-the-web-than-five-years-ago/

17. Fact #1
• 2009.11
Research by The Nielsen Company
in the US (2009.11)
• During the past 2 years
• ^ 53%
social networking seniors ^
53%
Source: http://blog.nielsen.com/nielsenwire/online_mobile/six-million-more-seniors-using-the-web-than-five-years-ago/

18. Fact #1
• Facebook 2009.2.2
US Facebook Statistics (2009.2.2)
•
Growing in all age/gender
demographic
• 55
120 175.3%
Fastest growing segment:
Women over 55
up 175.3% in the last 120 days
Source: http://www.insidefacebook.com/2009/02/02/fastest-growing-demographic-on-facebook-women-over-55/

19. Fact #1
• Facebook 2009.2.2
US Facebook Statistics (2009.2.2)
•
Facebook growing faster with
women than men in almost every
age group
• 45% 26
45% users > 26 years
Source: http://www.insidefacebook.com/2009/02/02/fastest-growing-demographic-on-facebook-women-over-55/

20. Fact #1
• Facebook 2009.2.2
US Facebook Statistics (2009.2.2)
•
Facebook growing faster with
women than men in almost every
age group
• 45% 26
45% users > 26 years
Source: http://www.insidefacebook.com/2009/02/02/fastest-growing-demographic-on-facebook-women-over-55/

21. Tip #1
The audience spectrum is much
wider than your guess!

22. Myth #2
We have website already!

23. Fact #2
• Web 1.0 vs. Web 2.0
•
Website: passive information
distribution
•
Social Networking: active
information sharing and interaction
through trusted connections
•
Speed of distribution

24. Fact #2
•
Pull vs. Push
•
Website: Visitor choose what to
explore
•
Social Media: You choose what
to share and the connections
choose whether and how to
interact

25. Tip #2
Be open-minded and embrace
new possibilities!

26. Myth #3
We have no resources!

27. Fact #3
•
That is exactly why you need Social
Media!
•
Trusted connections are your assets
•
Viral effect
•
Explore the hidden potentials of
your work

28. Tip #3
With Social Media platforms, you
become much more resourceful
than you used to be!

29. Myth #4
We have no IT people!

30. Fact #4
•
Social Media is designed for
everyone!
•
They have already done the
technical hard work for you!
• !
You know better about your
organization’s vision than any IT
experts!

31. Tip #4
You need relevant Social Media
strategy rather than competent IT
people!

32. Myth #5
Facebook = Social Media
Facebook

33. Fact #5
• Yes and No
• Facebook
Yes: Facebook is a popular Social
Media Platform
•
Twitter Delicious Digg
YouTube SlideShare Scribd
No: Social Media takes many
different forms and perspectives >
Twitter, Delicious, Digg, YouTube,
SlideShare, Scribd...

34. Tip #5
Do your research to explore the
possibilities!

35. Myth #6
How to pick the right ones?

36. Fact #6
•
Social Media is no different from
what your organization have been
doing for years (mailings, email,
phone calls, etc.)!
•
Only the SPEED and SCOPE are
different

37. Fact #6
•
You know the target audience > Go
find them!
•
The right Social Media platforms are
where you will find your audience!

38. Tip #6
The choice is a strategic one
rather than a technical one!

39. Myth #7
Just put everything on it!

40. Fact #7
•
Highly competitive in attention
seeking
•
What to share and how to share are
critical

41. Fact #7
• Editorial Principles
•
Concise & Accurate: get to the
point instantly
•
Creative & Photographic: catch
the attention
•
Active & Interactive: update
frequently and make room for
interaction

42. Tip #7
Customize and Differentiate!

43. Myth #8
There will be negative posts!

44. Fact #8
•
Then you had better hurry up!
•
Negative posts will appear
somewhere ultimately
•
They had better appear in your
space so that you can respond
• Let them speak

45. Tip #8
Social media gives you more
opportunities to tell your side of
story!

46. Social Media Strategy

47. Focused

48. Focused
•
Solidify, deepen and extend Trusted
Connections, including supporters
and partners
•
Select Social Media platforms by
evaluating its appropriateness in
reaching and bridging target
communities

49. Coherent

50. Coherent
•
The selected Social Media
platforms should work in coherence
for organization’s vision
•
Each platform should have a clear
and unique role in the whole puzzle:
“There’s a platform for that!”

51. Coherent
•
Establish linkage among the chosen
Social Media platforms to enhance
coherence
•
Relevance and proper coordination
are more important than the number
of platforms chosen

52. Sustainable

53. Sustainable
•
Empower, educate and mobilize the
Connections for Sharing, Interaction
and Participation
•
Share Together, Interact Together
and Grow Together

54. Sustainable
• Doable
• 20/80 20/80 Rule
• Simplicity is key
• “Simplicity is the ultimate
sophistication.” ~ Da Vinci
•
Ease of use for all (staff,
supporters, partners, etc.)

55. Facing the Social Networking Revolution, you need to...

56. Think Different

57. Are you ready?

58. Q&A

59. In search of excellence for HIM