This one goes out to all the trolls.
Archive for the ‘social media’ category
I enjoy attending conferences.
Unfortunately I don’t attend as many as I’d like because so many of them are prohibitively expensive, are beyond my travel budget, or demand too much time out of the office.
Whenever I do attend, however, I enjoy hearing and seeing what other people have to say and show, because they validate my own ideas, introduce new ideas, and spark tangential ideas. I also like meeting new people in the industry and re-connecting with those whom I already know.
Another aspect of conferences that I enjoy is the real-time chat on Twitter – aka the “backchannel”. When I’m not at the conference, the backchannel clues me in to the key learnings; when I am at the conference, I can peruse the observations of my fellow audience members and share my own. It’s also a great way of putting a face to a name to facilitate the aforementioned networking.
Of course, healthy backchannel activity is in the interests of the conference organiser too. While it may seem counterintuitive, loads of attendees sharing their observations with the Twittersphere for free won’t discourage other people from attending (as the backchannel is inevitably an inferior substitute for the real thing). On the contrary, the backchannel is a vehicle for precious WOM that can raise awareness of the event among the Twitterati and – if it sounds appealing enough – encourage them to attend next time.
So I see heating up the backchannel as a critical aspect of the conference organiser’s role. Here are my suggestions for getting it to boil…
1. Inform everyone of the official hashtag.
If you don’t, your audience will splinter and they will use various permutations of acronyms and digits which will then dilute the conversation.
So tell everyone up front what the official hashtag is. Even better, include it on your marketing material to get the conversation going before Day 1.
2. Explicitly invite the audience to tweet.
Not only does this give many in the audience the moral authority they seek, but it also reminds those who might otherwise have forgotten.
3. Provide free Wi-Fi.
I realise this might be pricey, but if you want your audience to use the Internet, this is a big juicy carrot.
And if you do offer free Wi-Fi, for crying out loud inform everyone of the access details.
4. Host a charging kiosk.
Even the most ardent of tweeters can’t do much with a dead device.
5. Inform the audience of the presenter’s handle.
Tweeters like quoting the presenter, but they’re less likely to do so if he or she isn’t on Twitter. Even if they are on Twitter, the search function is so awful that it can be difficult to find them.
Putting the presenter’s handle on the last slide is comically late. Put it on the first slide instead, and in the official program too.
6. Resist dressing mutton up as lamb.
I’m constantly amazed by the number of presenters who try to pass off a product flog as a pedagogical exposition. I’m not so much amazed by the fact that they try it on, but that they think we’re dumb enough to fall for it.
Conference organisers need to know that any self-respecting Tweeter will withhold social mention of this imposture in protest.
So change its title to reflect what it really is: a product demonstration. Plenty of people will want to see that, and they’ll tweet about it in kind.
7. Join in.
The conference organiser should actively participate in the backchannel too.
Favouriting and re-tweeting others is a nice way of acknowledging their contributions (and motivating them to continue), while tweeting your own observations keeps the activity humming during flat periods.
Adding extra hashtags (eg #edtech, #gamification, #mobile) will also extend your reach.
So if you’re a conference organiser, I hope my suggestions help you improve the experience for your attendees and promote your event to potential newcomers.
And if you have a free ticket to give away, I’ll tweet up a storm!
Categories: event management, social media
Tags: augmented conference, backchannel, conference, event management, hashtag, live tweeting, marketing, mobile, social media, social media marketing, tips, Twitter, Wi-Fi, WOM
Comments: 4 Comments
Last weekend I was privileged to contribute to the Human Brochure – a world first initiative by Australian Capital Tourism to promote the nation’s capital city, Canberra.
When I told my friends that I was going down to Canberra for the weekend, they invariably asked: “Why..?”
You see, Canberra has a reputation among Australians as being boring. As the home of yawners such as Parliament and the High Court, Canberra is associated with porky politicians and pompous legal types.
Paradoxically, Canberra is also notorious well-known for its sale of X-rated erotica, its decriminalisation of cannabis, and its availability of pyrotechnics. Yep, our very own Amsterdam.
But like most places where people haven’t actually been, its reputation is about 20 years out of date.
And the Human Brochure set out to prove it.
The idea of the Human Brochure was to invite 250 social media-savvy people to Canberra; feed them; shelter them; and cart them around to several major tourist attractions. In return, we were asked to “spread the word online” about “all the great things” we got up to.
I joined the Arts & Culture stream. We were treated to national treasures such as the Australian War Memorial, the National Museum of Australia, the National Film and Sound Archive, the Australian National Botanic Gardens and Canberra Glassworks – not to mention lunch at Two Before Ten, dinner at Mezzalira and z’s at the Diamant Hotel.
That may sound excessive (and yes, we were spoiled out of our minds) but it all boils down to how much you value word-of-mouth marketing. The point of the exercise was for us to share our thoughts, opinions and experiences with our followers on Twitter, Facebook, Pinterest and Instagram.
Sure, Australian Capital Tourism could have pumped the money into yet another traditional advertising campaign, but we all know how they’ve been tracking. Instead, they tapped into the power of personal influence.
Here are a few of my tweets…
Ryan Tracey (@ryantracey) October 26, 2012
Ryan Tracey (@ryantracey) October 27, 2012
Ryan Tracey (@ryantracey) October 27, 2012
Ryan Tracey (@ryantracey) October 28, 2012
Ryan Tracey (@ryantracey) October 28, 2012
I was mindful not to sound like an over zealous salesman. I endeavoured to present only genuine thoughts and share only real experiences. Luckily that was easy to do because I thoroughly enjoyed just about everything!
I did provide some constructive feedback to the National Museum (it conspicuously omits Parramatta, one of Australia’s most important historical places), and I suggested the NFSA play more of its precious footage to visitors (they have since pointed me to their excellent YouTube channel).
But miniscule gripes aside, I expect the Human Brochure will prove to be a roaring success. Not only was the glory of Canberra amplified throughout the social media metasphere, but the initiative itself was the subject of interstate media attention.
Time will tell whether ROI is achieved. My prediction is that other tourism boards will copy the Human Brochure concept, and that will be the ultimate endorsement.
Regardless, I can say hand on heart, I had a wonderful time in Canberra.
Even without the porn, weed and fireworks.
Categories: digital influence, innovation, social media
Tags: #HumanBrochure, ACT, advertising, Australian Capital Territory, Australian Capital Tourism, Australian National Botanic Gardens, Australian War Memorial, Canberra, Canberra Glassworks, Diamant Hotel, digital influence, Facebook, facebook marketing, Human Brochure, influence, innovation, Instagram, Internet, marketing, Mezzalira, mobile telepresence, National Film and Sound Archive, National Museum of Australia, online marketing, Parramatta, Pinterest, social business, social media, social media marketing, tourism, Twitter, Two Before Ten, Visit Canberra, why social media, WOM, word-of-mouth
Comments: 12 Comments
Just as I was getting excited about reaching the 2,000 follower milestone on Twitter, I suddenly jumped to 26,000 followers.
No. I’m not that popular.
Smelling a giant stinking rat, I perused my follower list and saw that I was being followed by the likes of @TAKAKOD8STIN and @ELKEg00CALL. Brilliant.
I was afraid this might happen one day. You spend years earning a genuine, mutually respectful following, diligently weeding out the free iPad merchants and the curiously single bikini models, only to be bot-bombed overnight and your follower metric to become instantly meaningless.
Why did it happen? I do not know.
Maybe someone didn’t appreciate my social commentary. For example, I recently wondered whether Julian Assange would start publishing Ecuador’s diplomatic cables. Did a WikiLeaks fanboi take offence? Unlikely.
Another lead stemmed from Twitter itself. When I looked up the profiles of the phony followers, @DoctorKarl, @mariekehardy and @774melbourne were suggested as being “similar” to the bots. Did I upset Auntie ABC? Hardly.
Conspiracy theories aside, the only rational explanation I can think of is that someone, somewhere purchased a batch of followers, and they were mistakenly assigned to me.
Well, despite 26K looking mighty attractive, I had no intention of leaving it that way. To do so would not just be misleading, but also a bit sad.
But how does one shed so many followers?
The best free tool I could find was TwitBlock which analyses your followers and lists those which it thinks are junk (according to certain criteria). This is great, except it maxes out at 3,000 followers and you have to block them one by one. It also continues to scan your followers while you’re trying to to block them, which means the list is constantly shuffling. Very annoying!
I asked the developer of TwitBlock if he might add check boxes to facilitate mass blocking, but he politely declined on the basis that it would encourage thoughtless blocking. I found this understandable, yet my problem persisted.
The best premium tool I could find was Tweepi which enables you to do a range of follower management tasks. Tweepi only lists a maximum of 100 followers per page, and you can’t select all of them in one go via the top level checkbox (which they blame on Twitter’s terms of service), but I discovered a neat trick with the shift key that made “forced unfollowing” a hell of a lot quicker.
Having said that, you’ll notice I haven’t gotten very far.
One of my friends, @ainsliehunter, suggested I grab a nice red, spend a night in front of the TV and cull away. I’ve been doing just that – in addition to squeezing in some opportunistic blocking while on the wrong end of endless dial-in meetings.
If you have a better suggestion, please let me know…!
Categories: social media, Twitter
Tags: block, bot, bot bomb, bulk block, follower management, followers, mass block, popularity, social media, spam, spambot, tool, Tweepi, TwitBlock, Twitter
Comments: 25 Comments
I tailed my previous blog post with the question:
What is the SII of your organisation’s intranet?
By “SII” I mean Social Intranet Index – a metric I have proposed to measure the degree of social functionality afforded by the platform. From 1 through to 10, the SII represents an increasing level of sociability.
I posed this question to 23 intranet managers from around the world, and they kindly rated their respective platforms against a 10-point likert scale. The results are displayed in the following graph.
Graph 1. The current distribution of Social Intranet Indices across 23 organisations
I also asked the respondents to rate what they thought the SII of their organisation’s intranet would be in 12 months’ time. These results are displayed in the next graph.
Graph 2. The future distribution of Social Intranet Indices across 23 organisations
While my sample size is no doubt too small to indicate statistical significance across the wider population, simple observation suggests the following:
We expect our intranets to become more social than they are today.
As you can see in the first graph, the ratings are quite spread out across the scale (x̄=5.1 σ=3.3). In other words, the level of social functionality is variable among our different intranets. Plenty of us are still using the platform as a broadcast medium, while others have added social elements.
As you can see in the second graph, however, the ratings shift noticeably to the right (x̄=7.5 σ=2.4). In other words, we expect the level of social functionality to increase over the short term. Whether we are planning, hoping or praying for this to happen, plenty of us think that in a year’s time our intranets will be personalised and our target audiences will be producing the content.
As an e-learning professional with a passion for peer-to-peer knowledge sharing, I hope we realise this future state sooner rather than later.
Categories: enterprise 2.0, intranets, social media
Tags: collaboration, enterprise 2.0, intranet, intranet manager, knowledge sharing, SII, social business, social intranet, Social Intranet Index, social media
Comments: 2 Comments
There’s a lot of talk about social intranets these days. It even threatens to overtake the blogosphere’s current obsession with gamification.
But what exactly is a social intranet…?
Everyone seems to have a different opinion, from a human-centred platform, to the intersection between portals, team sites and social sites, to a system that ties the business’s processes and data to the employee’s social behaviour.
Which one is correct? They all are.
You see, a “social intranet” is simply an intranet with social media elements that allow the users to interact with the content and with each other.
While everyone’s definition covers this functionality more or less, what is different is the degree of the functionality.
So, to introduce a common language and some standardisation to our discourse, I propose the “Social Intranet Index” (SII).
The Social Intranet Index is a metric that denotes the degree of social functionality afforded by an enterprise’s intranet. From 1 through to 10, the SII represents an increasing level of sociability…
1. An intranet with an SII of 1 is the traditional, old-fashioned broadcast medium. Its content is published by a select few (usually members of the Communications team) and remains read-only for the target audience.
2. An intranet with an SII of 2 accommodates special account holders outside of the golden circle. These are typically highly motivated individuals, because the backend is clunky and illogical.
Unfortunately these individuals tend to find themselves in the unenviable position of publishing content for other people, because said people are either too dumb or too lazy to learn how to do it themselves. Strangely, though, they all know how to use Facebook.
3. An intranet with an SII of 3 introduces a star rating or a “like” facility. The target audience can interact (albeit minimally) with the content by judging its quality and relevance.
4. An intranet with an SII of 4 introduces a commenting facility. Beyond a reductionist score, the target audience can now post free-form comments in response to the content.
5. An intranet with an SII of 5 bolts on third-party social applications such as Yammer, Compendium and Confluence. While these apps aren’t components of the enterprise’s intranet proper, they’re accessible from there and thus form part of the network. The target audience is empowered to generate their own content within these ringfenced zones.
6. An intranet with an SII of 6 integrates social media elements such as a discussion forum, blogs and wikis into a single sign-on solution. The user experience is seamless.
7. An intranet with an SII of 7 maintains a bank of user profiles that includes everyone in the organisation and is accessible by anyone in the organisation. The profiles are rich (including photos, contact details and subject matter expertise) and integrate with the other components of the intranet (eg the discussion forum) to facilitate social networking.
8. An intranet with an SII of 8 enables the users to personalise the interface. This typically involves the selection and arrangement of social widgets (eg a particular blog, a discussion sub-forum), a filterable activity stream, plus external functionality such as a customisable RSS feed.
9. An intranet with an SII of 9 empowers anyone in the organisation to publish and edit “regular” informational content beyond the aforementioned social media elements, though still within certain ringfenced zones. For example, a team site may host user-generated content pertinent to that team.
10. An intranet with an SII of 10 is the poster boy of heterarchy. All content is easily publishable and editable by everyone in the organisation. Devoid of ringfences, the platform effectively becomes a giant wiki. The corporate community pitches in to produce and maintain organic knowledge.
Outlandish and unworkable, or innovative and game changing? At the very least, I say an SII of 10 is aspirational.
From 1 to 10, the Social Intranet Index represents a series of concurrent trends.
Most radically, the direction of publishing shifts from one-way to two-way to multi-way. This is typically associated with an increasing ease of use, which in turn encourages an increasing number of content producers.
Knowledge contained in silos is increasingly shared, and a broader community blossoms. As governance loosens, the organisation puts more trust in its own employees. Effectively, its hierarchy flattens.
As more control is relinquished by the company to its people, however, the risk of something going wrong increases. The content that is generated by the users might be flawed, and in extreme cases an individual might abuse their privileges and do something malicious.
On the other side of the coin, though, loose governance does not mean no governance. Sensitive content may still be locked, while an approval process and a reversion facility can prevent disaster.
Moreover, it may be argued that the shifting paradigm places an increasing obligation on the SME not only to share their knowledge with the wider organisation, but also to maintain its currency and relevance. Those who can’t or won’t will soon get found out.
Clearly, a “social intranet” is not just about the technology; it’s about the culture of the organisation. Just because sophisticated functionality is available does not necessarily mean it will be used!
Notwithstanding this truism, I submit that culturally speaking, an SII of 1 is poles apart from an SII of 10. The former is characteristic of a restrictive, distrustful, clunky organisation, while the latter is characteristic of an open, empowering, nimble one.
Which organisation do you think will be more collaborative?
Which one is more adaptable to change?
Which one will ultimately perform better in the market?
Closer to home, what is the SII of your organisation’s intranet…?
Categories: enterprise 2.0, intranets, social media
Tags: collaboration, culture, definition, discussion forums, enterprise 2.0, enterprise social networking, evolution, heterarchy, intranet, knowledge management, maturity, maturity model, organisational culture, organizational culture, participatory culture, personal profiles, roles, SII, SME, social business, social intranet, Social Intranet Index, social media, social networking, standard, standardisation, standardization, web 2.0
Comments: 8 Comments
As microblogging solutions such as Yammer sweep across the corporate sector, a melting pot of social media veterans and newbies inevitably begins to boil.
And this is a wonderful thing. Loads of new people from disparate areas of the business communicating and collaborating with one other, usually for the first time ever? I’m all for it.
Having said that, many of the noobs have never microblogged before. Some don’t even have a Facebook account, let alone Twitter.
This in itself isn’t a problem. They don’t need to qualify to participate, and their views are just as valid as anyone else’s.
However, it probably means they don’t know the ground rules.
And this can be a problem, because it frequently distracts other participants, discourages other noobs from joining in, and generally makes the whole process of peer-to-peer knowledge sharing much less efficient than it otherwise could be.
So what is good practice?
Good practice is a subjective concept, but some universal principles have emerged over the years.
If we set aside the obvious – bullying, belligerence, condescendence, and generally being an a**hole – then we have what I call the 10 Commandments of Microblogging…
I. Thou shalt use a real profile photo.
It’s really important in the workplace – especially the virtual workplace – that we know what you look like. At the very least it signifies you’re proud to be a member of the team.
II. Thou shalt respect other people’s opinions.
You might not always agree with us, but that doesn’t make you right. Consider our contexts and circumstances before pulling on your Captain Correct lycra.
A subset of this commandment is: Thou shalt not put words in other people’s mouths. Be careful of how you respond to our messages. Be mindful of what we did – and more importantly, what we did not – say.
III. Thou shalt steer clear of politics and religion.
We don’t care what you do or don’t believe in. Nothing you say in this forum will change our minds.
IV. When linking to an article, thou shalt explain why it’s relevant.
We’re busy people. We won’t click a link just because you say it’s “fantastic”.
V. When praising someone, thou shalt describe the outcome.
Saying that one of your team members was “really helpful” is really nice. If you explain how and why it matters, you’ll encourage the rest of us to be really helpful too.
VI. When running a poll, thou shalt include all the options.
If our answers aren’t options, we won’t pick another one to humour you. We’ll just ignore the poll, and you’ll be left with skewed results.
(Hint: “None of the above” is often a get-out-of-jail-free card.)
VII. Thou shalt not post many messages in quick succession.
This is known as “flooding”, and it makes you look like a douche. If your messages are truly valuable, then spread them out over time so that we can digest them and formulate constructive responses.
VIII. Thou shalt create a group.
It’s great that you’re so passionate about medieval basket weaving, but you’re polluting our feed with irrelevance. Create a group and party like it’s 1399.
IX. If you appreciate someone’s message, thou shalt “like” it.
It’s called professional courtesy, and it makes us feel all warm and fuzzy on the inside. It also shows your boss that you have a brain and you’re not afraid to use it.
X. Thou shalt answer questions like an angel.
If you don’t know the answer to one of our questions, refer it to someone who does. The point of an enterprise-wide microblog is that it generates value. If that value is not realised, then why would we bother coming back?
Of course, I’m not going to pretend that social media veterans role model these 10 Commandments like modern-day disciples.
We’re all human, and we stray across our lanes every once in a while – sometimes with good cause.
Nevertheless, I hope they provide some semblance of order that will extract the most out of our corporate communities.
Categories: social media
Tags: collaboration, community, corporate, enterprise 2.0, etiquette, guidelines, knowledge sharing, micro-blog, micro-blogging, microblog, microblogging, netiquette, newbies, noobs, participatory culture, peer, rules, social learning, social media, Twitter, Yammer
Comments: 2 Comments