Social Media

2. New Media {for Dummies} 1990s: Media Only Viewed W/ Computer Power

videos, CD-ROMs, videogames, computer software, PowerPoint, animation…

…anything NOT traditional media (print, TV, radio, meetings)

2007: Technology + Communication + Design [Wikipedia]+ Social Purpose [Ramla A.]

All above + Email, Websites, Web-Based Diaries/Logs (aka Blogs), Streaming Video, Wiki (Collaborative writing tool), Podcasting (publishing MP3s; downloadable on iPods & other players), Interactive Web & TV &

Cells & Installations, SMS, RSS (getting keyword-filtered news in 1 place, from many sources), and other doohickeys

3. New Media Social Media

I call it Social Media

i.e. New Media + a Purpose Served in the Human Society

= media that creates global social connectivity (for idea exchange, cultural transfer, transaction facility, engagement)

[Which was the whole darn point of media to begin with!]

No point using new media/ technology in 2007

if not for achieving purpose. Making meaning. Creating connections.

A wireless mike is to forget the mike & talk-walk about.

New Media is for social-economic-political purposes.

For operating the business of life.

In a super-connected flat world.

4. The Great Human Conversation

1999: CLUETRAIN MANIFESTOa Set of 95 Self-Evident Truths

By Locke, Doc, and David

Truth #1: Markets are Conversations!Truth #2: Markets are People, not Demographics.

Internet connects public-employees-organizations-info.

Conversation?Real-time. Connected. People-driven. Boundary breaking. Beyond

corporate borders. Infiltrating corporate walls. People2people.

Cluetrain: Markets = A Brief History of Time: The Universei.e. Not changing/creating the Market (Universe), but stating truth about it

5. The Cluetrain Manifesto {official}

Online Markets...

Networked markets are beginning to self-organize faster than the companies that have traditionally served them. Thanks to the web, markets are becoming better informed, smarter, and more demanding of qualities missing from most business organizations.

...People of Earth

The sky is open to the stars. Clouds roll over us night and

day. Oceans rise and fall. Whatever you may have heard,

this is our world, our place to be. Whatever you've been told,

our flags fly free. Our heart goes on forever. People of

Earth, remember.

We are not seats or eyeballs or end users or consumers.

We are human beings – and our reach exceeds your grasp.

Deal with it.

6. Economics of Conversations

Buy _. Look at my purse, car, city. Visit _. Stay away. Don’t talk to _. Don’t trust _. Did you hear _? I recommend _. _ gave me a bad deal. I work for _; they’re

wonderful/ dreadful. I see you’re reading/watching _ from your list; I’m getting one too. I’ll also attend _ event, b/c 19 friends signed up. _ look popular. See my

media. I liked your profile; I want to hire you. Get more info here. Let’s start _. Stop _.

FILL IN THE BLANKS. DO THE MATHS.Each conversation X multiplier affect [= social authority*]

Each conversation X 100s of times => Take it seriously.

Driving Force: Connectivity. Riding on: The Web 2.0 (= Internet with real-time interactivity / sharing ability)

People are talking. Talking about people. Talking about Ideas.

What? How? Who? When? Where? Why?

8. New Media 4 a New WorldThe World of Traditional Media

Scarcity MentalityHierarchy/ Chain

Function vs. DesignTell

Institutional ControlContrived

Time-DelayedPrint, TV, Radio, Person

ConcentrationBrand Loyalty

Communication ImpressesBuying / Selling

Rifle? Shotgun? AK47?Controlled Information

Corporations KnowTransaction

*Finis*

The World of Social Media

Abundant MentalityWeb/ CyclePurpose at HandTalkConsumer ControlOpen and HonestReal-TimeTraditional + Web + Cell

Fragmented AttentionSelf SatisfactionCommunication EngagesMatchingDuck Online, Orchestrating LifeOpen InformationConsumers OwnLovin’ It, ‘n’ Livin’ ItEtc…

9. Characteristics

6xSense-ationalAudio, Video, Text, Touch, Intuition

[“A Visual Culture is Taking Over the World.”]John Naisbitt, 2000 – Mind Set!

[“A 6xSense-ational Culture is Being Awoken. We are, Indeed, Creating Hyper Sense-ational

Virtual Realities. Think Second Life.”]Ramla A., 2007 – [NEXT> by Ramla]

Rule of the Thumb:

Red Matter (Heart)Gray Matter (Mind)

= Emotion Rules Logic(=> Story Rules Data => Human Voice Rules Corporate Speak)

10. Letting Fear GoQ: 10,000,000s of messages. 1,000,000s of people. 1000s of channels. 10s of social networks.

How can I (1) live in this Mad Multiverse of Media!?

A: Be like the Surfer who rides The Ocean Waves.You Can’t Change Flow.So Go With It.Learn. Adapt.Enjoy.

Master The Change.

11. Ground RulesCommunication is conversation, not monologue.Don’t tell, be engaged. From Conception till End. Listen. Talk. Share. Dis/Agree. Be human. (How’re you doing?)

Participants in social media are people, notcorporations. (Organizations are people, not manage-bots.) Conversations are attributed clearly to source.Anonymity, and Voice of Brochure are not on.

Core Values: Honesty and transparency. Manipulate or spin, and people will walk.

It's pull, not push. People place communication and products around their lives.

Distribution, not centralization. Conversations grow like trees. Many talkers, many listeners. Info not owned, but shared.Everyone has access.

12. Tools How-to {selected}Social Networks + Websites:

Watch updates. Gather Intelligence. Create Conversation. Buy + Sell. Foster communities. Create word-of-mouth referrals. Start up businesses. Rally resources. Hire. (Fire!). Buy micro-focused ads.

Upload it on YouTube. On Flickr. Link back to it.

Blogs + RSS:Place messages in contextually relevant blogs. Start own blogs.

Create interactive user spaces. Syndicate messages.

Physical/ Virtual Space:Behold their on-body/ personal media: Behold them.

Create tactile touch-points. Get them to do physical action.

Etiquette:Don’t overwhelm. Don’t impose upon who doesn’t want you.

Stick with those who love you. They are plenty. Look for lovers. If you can’t find any, you basically suck.

13. Opportunities

Take AwayHIGHER PARTICIPATION = HIGHER ACCEPTABILITY. (But only takers = losers.)Capture the Zeitgeist(by observing social networks).Education + Entertainment.Make beneficial connections.Use wisdom of the crowds.Ask for help & knowledge.Get free/ low-cost media.Share from collaborations – create new income channels.Rally support for causes.Get markets’ honest feedback. Multiplied, multi-level reach.Etc. Enjoy the Surf.

Give Away*HIGHER CONTRIBUTION =

HIGHER SOCIAL AUTHORITY. Spread your ideas.

Contribute to open source projects.

Test prototype ideas.Barter your unused ideafor another’s expertise.

Inspire. Motivate. Be loved.Change what you can.

Share organizational knowledge.Share brand stories.

Your trash = their treasure.Entertain and education.

Connect people and resources.Etc. Go with the Flow.

Copy-left NoticeProposed & Researched by

Ramla AkhtarSocial Designer, Futurist, Speaker, Writer

Owner of: NEXT> by RamlaA futurist consultancy with focus on society, enterprise & media

Ramla Akhtar can be found on:

LinkedIn

TrendHunter.com

Email: [email protected] presentation was first prepared to supplement Ramla's article in AURORA – a Pakistani

publication on ideas and marketing approaches. You may share this; just keep this slide and any hyperlink within the presentation intact. If partial

slides are to be shared, please make clear author attribution to RAMLA AKHTAR and NEXT> (hyperlinked in digital formats; URL - http://nextbyramla.com - in print).