Introducing Social Media at ILRI
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1
Introducing Social Media at ILRI
Peter BallantyneInternational Livestock Research Institute
9 December 2009
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184 million bloggers
73% of active online users have read a blog
45% have started their own blog
57% have joined a social network
55% have uploaded photos
83% have watched video clips
39% subscribe to an RSS feed
Source: Universal McCann ‘Wave 3’ March 2008
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Social Media
AN UMBRELLA TERM THAT DEFINES THE VARIOUS ACTIVITIES THAT INTEGRATE TECHNOLOGY, SOCIAL INTERACTION, AND THE CONSTRUCTION OF WORDS, PICTURES, VIDEOS AND AUDIO. (http://www.wikipedia.org)
Social media “ summarises the importance of interaction, the consumer and the community. The term emphasises the idea that as a collective it can have as much impact as any traditional media platform.” [www.universalmccann.com]
“People having conversations online”
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Web 2.0 the ‘social’ webFrom ‘places to visit’ to ‘spaces to interact’
User-generated content– ‘anyone can be an author, publisher, or
broadcaster’
User ‘re-mixed’ content– ‘anyone can run a web site’
Tools enabling inter-connections and interactions – ‘anyone can be a communicator’
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Some social tools
Blogs: originally personal ‘diary’ sites of individuals Wikis: co-edited and updated web spaces Social bookmarking: web bookmarks indexed (tagged)
across the internet (instead of in local browsers). RSS Feeds: applications that produce automatic updates
when a particular content service is updated. Social networking sites: ‘meeting spaces’ for individuals
and organizations to build relationships Multi-media sharing sites: Spaces to publish and share
images, photos, audio, video, etc. Mapping tools. Different content embedded in maps Mash-ups: different content combined to produce
something new
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New Paradigm
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Space defined by Media
Owner
Brand in control
One way / Delivering a
message
Repeating the message
Focused on the brand
Entertaining
Company created content
Space defined by Consumer
Consumer in control
Two way / part of a
conversation
Adapting the message/ beta
Focused on the consumer
Influencing, involving
User created content / Co-
creation
COMMUNICATIONS MEDIA SOCIAL MEDIA
Source: WHAT’S NEXT IN MEDIA - http://neilperkin.typepad.com
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User generated content
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Blogs
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Videos, photos, slides
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Embedding and re-use …
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Wikis
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Social networking
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Social bookmarking
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http://delicious.com
www.citeulike.com
www.connotea.org
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RSS Feeds
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37 days so far400K hits
6700 clickthroughsOn average, per day:
415 subscriptions12805 hits101 views
217 clickthroughs
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ILRI 2.0?
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Implications?
Increasingly, citizens (and ‘experts’) communicate and share among themselves. How do we join them?
Our ‘content’ needs to be open and be able to ‘flow’ and be re-used across platforms, across orgs, across communities …
We must go to where the people are– Use their tools, engage on their terms– Learn to ‘let go’, give up control
Follow the principle: Capture once, re-use often
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You are what you share …
“the spread of the web invites us to look at the future from a different vantage point, to see that what we share is at least as important as what we own…
In the economy of things you are identified by what you own: your land, house, car. In the economy of ideas that the web is creating, you are what you share …”
Leadbetter, C. 2008. We-think: mass innovation, not mass production. www.wethinkthebook.net
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