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TONY RINO DECEMBER 16, 2010 – #SMBYYC www.issuu.com/pastayoyo TONY @PastaYoYo www.PastaYoYo.com [email protected] CAPP @OilGasCanada www.capp.ca [email protected]
TONY RINODECEMBER 16, 2010 – #SMBYYC www.issuu.com/pastayoyo
TONY
@PastaYoYo
www.PastaYoYo.com
CAPP
@OilGasCanada
www.capp.ca
USED & ENGAGEDTONY RINO @PASTAYOYO – DECEMBER 16, 2010 – #SMBYYC
AGENDA
• About Us (Me & You)
•Your Responsibility 1: Learning
• Traditional / Social Media
• Used & Engaged: Policies
• CAPP’s Social Media Story
…so far
• Your Responsibility 2: Educating
• Questions
ABOUT ME – LOGO LASAGNA
ABOUT YOU
corporate web strategist
social media guru
social web ninja
communications geek
web agent
You are ENGAGED
All of the above
You know your audience!
Some
Must
Reads!
CORPORATE SOCIAL STRATEGIST
The Career Path of the Corporate Social StrategistNov 18, 2010
Challenges of the ―Open Leader‖
1. Internal friction: lack of knowledge
2. Proving real ROI beyond engagement metrics
3. Serve many people with few resources
4. ―Head Spinning‖ technology changes
5. Initially perceived as a threat, success breeds jealousy
Jeremiah Owyang
www.web-strategist.com
CORPORATE SOCIAL STRATEGIST
Tony Rino
www.pastaYoYo.com
The Career Path of the Corporate Social StrategistNov 18, 2010
Challenges of the ―Open Leader‖
1. Internal friction: lack of knowledge
2. Proving real ROI beyond engagement metrics
3. Serve many people with few resources
4. ―Head Spinning‖ technology changes
5. Initially perceived as a threat, success breeds jealousy
I want to be like Jeremiah!
“TRADITIONAL” MESSAGE DELIVERY MORPHED
http://barryhurd.com/wp-content/uploads/2010/01/smtimeline.jpg
Where were you in:
1980? 1990? 2001? 2005? 2007? 2009?
PRESS RELEASE VS. SOCIAL MEDIA
Press Release Social Media
Information ends Conversation never ends
Written by spokesperson Written by everyone
Announcement Dialogue
Mostly fact-based Mostly opinion-based
Formal and factual Informal and emotional
Lacking in personality Rich in personality
Not open for discussion All about discussion
Message owned by the company Message owned by the crowd
One view Multiple views
No debate Opportunity to add balance
Wisdom of one Wisdom of crowds
Says everything at once Says a bit at a time with dialogue
TRADITIONAL = FORMAL SOCIAL = INFORMAL
Broadcaster,
TV, Magazine,
Newspaper, Radio
Audience
Fact Check
Valid
Legal
One t
o M
anyM
any to
Man
y
Informal
Rich in personality
Emotional
Audience Broadcaster
Professional editors
―Individual editors‖
Audience Receiver
One-Way
Two-Way, Reciprocal
Traditional Media Social Media
TERMS OF USE VS. ENGAGEMENT
Terms of Use Policy Engagement Policy
Company disclaimer Personal acknowledgment
No guarantees Mostly opinion-based
Content & Copyright restrictions Dialogue
Content owned by the company Conversation owned by the crowd
Formal and factual Informal and emotional
Reads like a contract Reads like an agreement
Company’s terms not yours All about discussion
Message owned by the company Message shared
TERMS OF USE = FORMAL ENGAGEMENT = INFORMAL
Web 1.0
Content Owner
Copyright holder
Audience
One t
o M
anyM
any to
Man
y
Audience Company
―Individual editors‖
Audience Visitor
Two-Way, Reciprocal
Terms of Use – Contract Engagement - Agreement
Message owned by
the company
Company’s terms
Restrictions
Disclaimer
Penalties
Control
Informal
Rich in personality
Emotional
THE WEB - 1997 NO POLICIES
USED - INTERNET TERMS OF USE POLICY
...you accept and agree to
comply with the following
Terms of Use.
If you do not agree with
these Terms of Use, you
should immediately
discontinue any use of this
Site.
http://content.calgary.ca/CCA/City+Common/About+this+Site/TermsofUse.htm
ENGAGEMENT POLICIES
Ford Motor Company’s
Digital Participation Guidelines
1. Honesty about who you are
2. Clarity that your opinions are your own
3. Respect and humility in all communication
4. Good judgment in sharing only public information – including financial data
5. Awareness that what you say is permanent
Google Ford Digital Participation Guidelines
ENGAGEMENT GUIDELINES
Mount Royal's
social networking guidelines and best practices
When identifying yourself as a Mount Royal University employee, student or grouponline, there are certain guidelines and best practices to keep in mind.
www.mtroyal.ca/AboutMountRoyal/MarketingCommunications/SocialNetworkingGuidelines
WHY? Because…..
THE CONVERSATION NEVER ENDS
A New Normal - What does that even mean?
http://jcmc.indiana.edu/vol13/issue1/boyd.ellison.htmlhttp://www.adrants.com/images/social_networks.jpg
http://thecolorfulaccountant.files.wordpress.com/2009/05/frazzled3.jpg
THE CONVERSATION NEVER ENDS!
Religion & Politics
Martin Luther (1483 – 1546) Henry David Thoreau (1817 – 1862)
Time to get geeky…
Storytellers Enabled – Spreading the Word
GNST 300, Timeline or authors studied, by Tony Rino
c. 1440Printing Press Invented
“we are all priests as long as we are Christians.”
The priesthood of all believers•one-to-many becamemany-to-many•Little voices heard•Community gained power
Read more: http://protestantism.suite101.com/article.cfm/the_priesthood_of_all_believers#ixzz0TP3fYKH9
Martin Luther (1483 – 1546)
SOCIAL MEDIA & REFORM
“we are all priests as long as we are Christians.”
The priesthood of all believers•one-to-many becamemany-to-many•Little voices heard•Community gained power
Read more: http://protestantism.suite101.com/article.cfm/the_priesthood_of_all_believers#ixzz0TP3fYKH9
Martin Luther (1483 – 1546)
SOCIAL MEDIA & REFORM
“we are all priests as long as we are Christians.”
The priesthood of all believers•one-to-many becamemany-to-many•Little voices heard•Community gained power
Read more: http://protestantism.suite101.com/article.cfm/the_priesthood_of_all_believers#ixzz0TP3fYKH9
Martin Luther (1483 – 1546)
SOCIAL MEDIA & REFORM
SOCIAL MEDIA, POLITICS & PROTEST
Civil Disobedience
―Disobedience is the true
foundation of liberty.
The obedient must be
slaves.‖
http://thoreau.eserver.org/civil.html
Henry David Thoreau (1817 – 1862)Author “On Civil Disobedience”
• make the police think about what they are protecting• reach large numbers of people with your message• create solidarity among organizers and marchers• show political prisoners that they are not alone• see how your government responds to dissent• build coalitions with other protest groups• make the system realize it is vulnerable• show the strength of your organization• throw the system on the defensive• expose the crimes of the powerful•motivate the undecided to join you• remove feelings of helplessness• make the system react to you• show who owns the streets• exploit the news media• create your own media• rattle the complacent• speak truth to power• mobilize people
• have funhttp://home.earthlink.net/~jamiranda/whyprotest.html
SOCIAL MEDIA & ANARCHY
Mikhail Alexandrovich Bakunin (1814 - 1876)Father of “Collectivist Anarchism‖
SOCIAL MEDIA & 21ST CENTURY ANARCHISTS
―I quietly declare war with
the State, after my
fashion, though I will still
make what use and get
what advantage of her I
can, as is usual in such
cases...‖
– Henry David Thoreau (1849)
Julian Assange (1971)Editor in Chief “WikiLeaks”
The real insight is that the wisdom of the crowds (WoC) depends on individualism and ―private‖ knowledge…
all successful social media efforts are fueled by self-interest, not altruism.
If it looks like altruism, look again…
http://enterprise2blog.com/2009/02/the-unsociable-radically-individualist-soul-of-social-media/
Social Media is NOT Altruism
Large groups of people are
smarter than an elite few.
James Surowiecki - staff writer at The New Yorker - 2004http://www.randomhouse.com/features/wisdomofcrowds/
The Wisdom of the Crowds? Or…
The priesthood
of all believers
people feel morally compelled to
continue our mission, not to
screw it up..
Social Web = Differing Opinions!
“The effectiveness of groups, teamwork, collaboration, and consensus is largely a myth.
In many cases, individuals do much better on their own.”
-David Freedman, Idiocy of the CrowdsSeptember 2006, Inc. Magazinehttp://www.inc.com/magazine/20060901/column-freedman.html
The Idiocy of the Crowds?
BizarroComic.Blogspot.comc. Dan Piraro - Oct-12-2009
―Revolution doesn’t happen
when society adopts new
technologies – it happens
when society adopts new
behaviors.‖
(Shirky, 2008, p. 160)
“The world is becoming a different place.”
Social Media is no longer geeky. It is a new societal behaviour.
Imagine a Book Report without references… #FAIL
Give Them Something to Talk About
Content & Context, followed by Conversation
WEB CONTENT
1. State the issue.
The Issue
2. “Show me” what’s
being done.
What We’re Doing
3. Back it up
with stats.
How Did We Do?
4. Invite conversation.
What Do You Think?
Jan 2008
Feb 20, 2008
Jun 1, 2008
Jul 2008
Jan 2009
Jun 26, 2009
Jul 2009
Oct 26, 2009
Jan 2010
Jan 5, 2010
Jul 2010
Nov 15, 2010
CAPP SOCIAL MEDIA TIMELINE
Feb, 2008 YouTube
Jun, 2008 Oil Sands Discussion Forum
Jan, 2009 New CAPP Website
Jun, 2009 Twitter
Jul, 2009 Issuu
Oct, 2009 Facebook
Jan, 2010 LinkedIn
Nov, 2010 Flickr
SO… WHAT’S CAPP’S PLACE?
“Delivering relevant messages to motivated people and generating action”- dreamgrow.com
“Stepping up, stepping in, adding voice, adding fact, adding balance+ wisdom of crowds = 2.0 strategy”- @OilGasCanada Tweet, Dec 3, 2009
CAPP’s Strategy
Stepping up means embracing Social Media
Stepping in means engaging in SM conversations
Adding voice means building a voice for Canada’s natural oil & gas industry
Adding fact means countering myths with factual information
Adding balance means balancing 3Es: energy, environment & economy
Wisdom of Crowds let collective crowd wisdom shape and decide opinion
MONITORING
IMPORTANT!
Social Media does not stand alone
Part of CAPP’s information toolbox
Work closely with Media & Issues
http://www.chatterguard.com/images/cg_process.jpg
Find
Analyze
Assign Quality
Report
Post Response
SOME TACTICS
Zero Tolerance with discretion
monitor, listen & learn
carefully consider each source
strategically correct erroneous information
Don’t go looking to pick a fight
CAPP is not the challenging bully
―What do you think?‖
WHAT’S NEXT FOR CAPP?
It’s Evolving!
Blogs
Richer Discussion Forums
More Engagement
More Monitoring
More Learning
More Information
More Understanding
More Clarity
More Opportunity
STAKEHOLDERS DEFINED
Pre-Social Web
Government
Industry
Public
Blah
Blah
STAKEHOLDERS REDEFINED
NEW STAKEHOLDERS!
The Socially Engaged
On Social Networks,
Most Still Just Like to Watch
Although the number of people worldwide
who are using social networking services and
engaging with social media continues to
climb, the number who describe themselves
as ―creators‖ of content — those who publish
their own blogs, create and upload videos,
and so on — is falling, according to research
from Forrester.
Why is this important?
http://gigaom.com/2010/09/28/on-social-networks-most-still-just-like-to-watch
STAKEHOLDERS KILL MYTHS
YOUR RESPONSIBILITY 2: EDUCATING
Know your story
Know your audience
Be brave
Be honest
Learn how to explain
YOUR RESPONSIBILITY 2: EDUCATING
Be Humble!
―When establishing your presence
online, be conscious of your own
ego. Be sure to promote yourself,
but
make certain
you have a
reputation for
praising others
in a given
community.
Make those
around you rock stars‖ (Brogan & Smith, 2009, p. 98).
WHICH DO YOU PREFER?USED OR ENGAGED?
www.slideshare.net/PastaYoYo
QUESTIONS
TONY
@PastaYoYo
www.PastaYoYo.com
CAPP
@OilGasCanada
www.capp.ca
http://bizarrocomic.blogspot.com
