Social Media Strategy - High Tech High Touch Solutions, Inc. and handouts/Bob_Boiko... · •...
Transcript of Social Media Strategy - High Tech High Touch Solutions, Inc. and handouts/Bob_Boiko... · •...
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Social Media
Strategy
metatorial services inc * 206 706 3078 * [email protected]
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Bob Boiko
President, Metatorial Services
Senior Lecturer U. Washington iSchool
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Bob Boiko
• Consultant– Boeing, Motorola, Microsoft, Honeywell
– UN World Food Program, Edgerton Foundation
• Author– CM Bible
– Laughing at the CIO
• Teacher– iSchool, University of Washington
metatorial services inc * 206 706 3078 * [email protected]
– iSchool, University of Washington
– The iSchool CMS Curriculum
– MSIM Program
• Business Man– CM Pros
– Metatorial Services
• Programmer– Database and XML systems
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The Wider Strategy Context
If we deliver the right
information to the
right people in the
right way, it will help
us meet our goals.
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us meet our goals.
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“Social” Technologies
• Wikis
• Blogs
• YouTube
• MySpace
• Second Life
• Flickr
• Epinions
• Picassa
• FriendFeed
metatorial services inc * 206 706 3078 * [email protected]
• MySpace
• Delicious
• Yelp
• IM
• Digg
• FriendFeed
• eBay
• Craig’s list
• Discussion lists
• Recommenders
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How to untangle the mess
• There are people “speaking” (creating
communication)
• There are people “listening” (consuming
communication)
• There may be people responding
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So what?
metatorial services inc * 206 706 3078 * [email protected]
Choose the right medium for the situation
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Your user is a listener
• Broadcast – the expert speaks to the world
– TV, Radio, Newspapers
– Web 1.0
– Webcast
– Classes and tutorials
– KBase, FAQ, Help
metatorial services inc * 206 706 3078 * [email protected]
– KBase, FAQ, Help
• Narrow cast – the expert speaks to you
– IM
– Personalized Web
– Blog
– Auto Recommenders
– Phone call, chat
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Your user is a responder
• Broadcast with backchannel
– Web 2.0
– Rating controls
– Comment fields
– Errata and bugs
• Conversation – We work together
metatorial services inc * 206 706 3078 * [email protected]
– Wikis
– Discussion lists
– Social tagging (delicious)
– User generated tips and tricks
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Your user is a speaker
• Party line – Peers interact
– Social networks (Facebook)
– User recommenders (epinions)
– Exchanges (Craig’s list)
– Immersions (Second Life)
metatorial services inc * 206 706 3078 * [email protected]
• Mass contribution
– Media uploads (YouTube)
– Wikis (Wikipedia)
– Micro Blogs (Twitter)
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So…
1. Know what kind of users you have
2. Use the communication options that fit them
metatorial services inc * 206 706 3078 * [email protected]
2. Use the communication options that fit them
3. Inform listeners
4. Facilitate responders
5. Use response to hone broadcasts
6. Create user-speakers
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Info Structure using XML
• Self paced course
• How to structure
information
for management
and delivery
• Focus on XML
metatorial services inc * 206 706 3078 * [email protected]
• Focus on XML
• Mail me if you are
interested
• Try it at
– http://winhost.ischool.washington.edu/workbook
– Login as guest, guest
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Want More?
• Metatorial.com
– CM Bible/ Laughing at the CIO
– White papers, Presentations
– Recorded Lectures and Courses
– CM Design Tools
– Workshop: Taming the
Content Beast
• iSchool.washington.edu
metatorial services inc * 206 706 3078 * [email protected]
• iSchool.washington.edu
– Distance learning
– Research
– Summer IA Institute