Social Media = Social Good

Leadership as ParticipationLori Nishiura MackenzieAndrew MackenzieMay 2010

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All Children born into a world of possiblity by 2030

All great ideas are scaled in service of humanity by 2020

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The Problem with Social Media Seminars . . . . EitherYou get enrolled but dont know what to do

OrYou get technical know-how, but you still dont know what to doSo . . . . 3

Our Solution Inspiration and context + hands-on exercises = You as a Social Media participant . . . today 4Ground RulesPut aside preconceived notions about social mediaBe open to chaosEngage todayHave fun!

5Overview Social Media = Social Good Debunking Social Media MythsLeadership as ParticipationSpeed-Workshops (20 mins each)Q & A and wrap up

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Social Media = Social GoodExponential Growth + Connection + Authenticity & Passion

= Transformation in Action(in the world)

18,446,744,070,000,000,0007Social Media = Social Good

Social scientist Nicholas Christakis on Social Networks From his TED talk8Now What?

9Debunking Social Media MythsMyth #1: Viral means its automatic

No megaphone or a static pageInteraction is the key wordBe on the court failure/mistakes are encouraged!

Engagement strategies is one of the speed workshops coming up10Debunking Social Media MythsMyth #2: I dont have to do anything

What do you want to contribute to the conversation?

Good content draws followers:user generated contentcommenting on content

11Debunking Social Media MythsMyth #3: Social Media is anonymous

The underpinnings of Social Media is relationships

12Debunking Social Media MythsMyth #4: Social media has no leaders its a free for all

Feedback mechanisms make it very clear whose conversation matters Leaders claim their expertise and impact in the conversation

We will work on this in one of the speed workshops

13Rethinking Media

Clay Shirky Video from TED14Traditional Media vs. Social MediaSource: Charlene Li, Groundswell

15Leadership as ParticipationYour expertise content + engagement + audience = Leadership as participation

16Leadership as ParticipationThe traditional model of leadership:Leadership is earnedLeadership is appointedLeadership based on educationLeadership must be obeyedLeadership is.

17Leadership as ParticipationThe new model of leadership as participation:Built in a community of shared vision and passion based on mutually agreeable conversationsBased on contribution to the conversation as measured by the participantsTakes the lead and is egalitarian

18Leadership as Participation3rd Guy Video

Tip the scale19Leadership as ParticipationToday you will launch your platform for leadership in the conversation of your impossible promise

20Speed-workshopsEach table will participate in 4 speed workshops

Expertise fueling your promiseEngagement strategiesSigning up for Twitter/your profileSmall group exercise

21Expertise vs. the Movement

The MovementYour Expertise(what you care about)

What you are known forWhy people care about what you have to say22Expertise vs. the Movement

Scaling great ideas in service of humanityUsing product marketing principles to promote large-scale adoption of causes

NGOsWeb geeksEditorsProject ManagersFund Managers23Expertise vs. the Movement Bill Clinton: Clinton Global Initiatives vs. World PeaceMalcolm Gladwell: Outliers vs. HumanityArianna Huffington: The Huffington Post vs. Equal AccessJulia Child: The Art of French Cooking vs. ______________Bill Gates: Gates Foundation vs. _________________Oprah Winfrey: Harpo Productions vs. ______Paul Farmer: Partners in HealthGreg Mortenson: Three Cups of Tea

24A Word on ExpertiseOwnership

25Why Twitter?Simple way to communicate with many peopleFast way to find people with specific interestsEasy to use & formulate posts (140 characters)TweetDeck (Demonstration)

26Sign-up for TwitterCreate a Bio/profile that enables you to state your expertise in an engaging wayetc

27Create a CGT Twitter communitySearch for people by hashtag for the CGT: #CGT2010 Follow the othersCreate a TweetDeck groupDirect Message or Re-TweetGet in conversation

28Engagement

29Engagement Strategies

Be in dialogueFind like-minded audience with whom to engage

30Content Strategies

Types of content beyond 140 characters = linksUser-generated (blog, articles, videos, pictures)Commentary (on others user-generated content, eg news services, people you follow, searches, hash tags)

What makes good content?Captures attentionPeople will tell you by RT or DM

Finding good contentUse tools on your handout

31Content Strategies Exercise

Fill in the worksheet by yourself for 5 minutes

Break into groups of 3 or 4Use the others in your group to brainstorm additional resources to investigate when you are next onlineKeywordsGroupsIndividualBe certain everyone has a turn

32Introducing Speed Workshop LeadersExpertise fueling your promise Lori Nishiura MackenzieEngagement strategiesAndrew MackenzieSigning up for Twitter/your profileScott WolfHands-on content exerciseDone in group at your table

33ScheduleSpeed session 1: 20 minutesShare in group: 3 minutes (from 1 or 2 tables)

Speed session 2: 20 minutesShare in group: 3 minutes (from 1 or 2 tables)

Speed session 3: 20 minutesShare in group: 3 minutes (from 1 or 2 tables)

Speed session 4: 20 minutesShare in group: 3 minutes (from 1 or 2 tables)

34How does Twitter fit into a larger social media strategy?Hub and Spoke Many people have a home base or hub and the social media tools feed into the home base as spokesYou can use any mediaas your home or spoke

35Wrap up

Jump in Make friendsSay somethingEngage othersRespond to feedbackDont give up36