New Rules, Cool Tools 2009 NEA Member Benefits Professionals’ Workshop Don Blake, NEA PR State Relations.

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Presentation transcript:

New Rules, Cool Tools 2009 NEA Member Benefits Professionals’ Workshop Don Blake, NEA PR State Relations

?? ?

The Web as a platform

Harnessing collective intelligence

What’s Next? Semantic Web? Virtual Reality ? The Social Web? The Mobile Web? It’s all of these and more…

Is the Web getting any smarter?

April 1998 (25 million Web pages)

March 2000

January 2004

Today (1 Trillion Web Pages)

Social Network: Facebook

Social Network: A whole other life…

Pothos Plant Tweets URGENT! Water me! 5 days ago Water me please. 7 days ago Thank you for watering me! 9 days ago URGENT! Water me! 15 days ago Water me please. 17 days ago The Botanicalls system and applications use networked open source hardware and software to allow plants to communicate with people on people’s terms - using the telephone, text messages or twitter.

Web World = Web 2

Not just for …

Social Media is…

Well… Sort of…

Social Media Really is…

That is powered by…

It is a conversation between…

People

The Social Media conversation is… Not Organized Not Controlled Not always on Message

Social media: Helps you learn more about what members want Gives you a venue from which you can observe member lifestyles and habits Can engage members in being advocates for NEA MB products and services Concentrate on the relationships NOT the technology! Offers you the tools to show members that “Your dedication drives ours…”

What is Social Networking Any online technology or practice that people or groups of people use to share content, opinions, insights, experiences, perspectives and media.

New Rules of Engagement 1. Websites evolve: content is king. Engage people.

New Rules of Engagement 2. Empower your community and build a tribe Social networking is building strong tribal behavior on a global scale, something than can be beneficially used as a vehicle for desired social, political and environmental changes.

New Rules of Engagement 3. Feedback loops rule! Engage in conversations

New Rules of Engagement 3. Feedback loops rule! Engage in conversations

New Rules of Engagement 4. Emotions connect us. Be personal

New Rules of Engagement 5. ‘Virality’ is power. Make your ideas more contagious The term “social networking” makes little sense if we leave out the objects that mediate the ties between people. Think about the object as the reason why people affiliate with each specific other and not just anyone.

What are Social Objects? Social objects can be ideas, people, or physical objects. Social objects influence social interaction… they change the way people interact with each other. By interac3ng through/with social objects, people meet others they might not otherwise know. Social objects can be the reason why people have an interaction or form a relationship. New Rules of Engagement

6. People pay for attention. Provide ways to earn attention.

New Rules of Engagement 7. The Web without Websites. Enable multiple touch points for your services.

Traditional Leadership Creative Leadership Symbol of Authority More Sticks Hierarchical Linear Path Plan and Execute Sustaining Order Yes or No (clear) Literal in Tone Concerned with Being Right Think like a General or Conductor Delegates Actions Symbol of Inspiration More Carrots Networked Nonlinear Path Iterate and Do: Live in Beta Taking Risks Maybe (comfort with ambiguity) Metaphorical in Tone Concerned with Being Real Think like an Artist or Designer Hands-on Driven

Leading Creatively Leading Authoritatively Leading authoritatively as a creative: Leading creatively as an authoritative: Steve Jobs Barak Obama If there is creative writing, what is creative leading?