Global Social Media Trends- Opportunities and Implications MariTikkanen – M4ID

Technology is Boring

Global Explosion 2.2 billion internet: 1.2 billion access social media regularly 2.2 billion internet: 1.2 billion access social media regularly 60 hrs/minute YouTube 60 hrs/minute YouTube 850 million Facebook: 1 B 850 million Facebook: 1 B 500 million Twitter users 500 million Twitter users 170 million Wikipedia articles 170 million Wikipedia articles

Key Shifts

Continued growth – mobile lifelineContinued growth – mobile lifeline Velvet-ropingVelvet-roping Sharable, value contentSharable, value content Location – offline linksLocation – offline links Life managementLife management New thought leader – “old” adaptingNew thought leader – “old” adapting Move from experimentation, more integratedMove from experimentation, more integrated “Free agent” activists“Free agent” activists Trends

Extend visibility, reach of information Extend visibility, reach of information Listen and engage in dialogue Listen and engage in dialogue Establish trust, credibility, thought-leadership Establish trust, credibility, thought-leadership Curator of information - influencer Curator of information - influencer Collect, act on and publish real-time information Collect, act on and publish real-time information Harness collective intelligence/crowdsource Harness collective intelligence/crowdsource Design targeted co-created services Design targeted co-created services Enable digital activism/participation Enable digital activism/participation Effective collaborationtools Effective collaborationtools Present issues in an engaging, inspiring way Present issues in an engaging, inspiring way Civil Society Uses

Overall goal and service Overall goal and service Audience- listen/learn Audience- listen/learn Tech/digital access? Tech/digital access? Analyse insight Analyse insight Set objectives Set objectives Platform Platform Engaging content Engaging content Management Management Resource requirements Resource requirements Metrics, monitoring, refining Metrics, monitoring, refining Need and value?

Started pack Primary home/hub in order Primary home/hub in order Strategy for sustained engagement and Strategy for sustained engagement and implementation plan implementation plan Social Media Guideline for Staff Social Media Guideline for Staff Crisis communication plan Crisis communication plan Existing service Existing service New uses of existing service New uses of existing service Combination of services Combination of services New service New service

Phase 1 Implementation Invest in learning Invest in learning Assess online environment Assess online environment Listening – key words, monitoring alerts Listening – key words, monitoring alerts Website – SM visibility Website – SM visibility The Big Three, one by one, do it well: The Big Three, one by one, do it well: Facebook, Twitter, Youtube Facebook, Twitter, Youtube Blog – for analysis, SEO – crosslink all Blog – for analysis, SEO – crosslink all Content and delivery: Content and delivery: Need – Value Need – Value Social Media Working Group, SM Manager Social Media Working Group, SM Manager Editorial calendar – support key events Editorial calendar – support key events

Phase 2 Implementation Evaluate activities – revise Evaluate activities – revise Increase reach, intensify engagement: Increase reach, intensify engagement: Identify influencers, relationship building Identify influencers, relationship building Partner networks, private sector Partner networks, private sector Outreach, services Outreach, services Assess, implement mobile: Assess, implement mobile: - SMS - SMS - Multimedia - Multimedia - Mobile web - Mobile web - Geolocation - Geolocation - Smartphone apps - Smartphone apps

Reach Entice&Engage Activate Nurture April 2011 May 2011 Dec Community Building Phases

Organizational Issues Strategy in place Strategy in place Cultural change Cultural change Investment in learning Investment in learning Support creativity and innovation Support creativity and innovation Forge new partnerships Forge new partnerships Allocate resources differently Allocate resources differently Rethink operations Rethink operations

Resources Tools and terms explained Tools and terms explained Social media worksheet Social media worksheet Viral marketing in a nutshell Viral marketing in a nutshell Reaching influentials Reaching influentials Response guide Response guide Social Media Guidelines for staff Social Media Guidelines for staff News curve/crisis curve News curve/crisis curve

Technology is the answer - -but what was the question? Cedric Price