This one goes out to all the L&D folk who are wary of the “I haven’t been trained” excuse.
Posted tagged ‘Facebook’
Categories: informal learning, motivation
Tags: attitude, autodidacticism, autodidactism, cartoon, excuse, Facebook, funny, humor, humour, informal learning, learning, motivation, pull, self-directed learning, teaching, training
Comments: 19 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But like most places where people haven’t actually been, its reputation is about 20 years out of date.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
A little while ago, someone tweeted his awe of the fact that over 600 million people are connected to each other on the one platform, ie Facebook.
This got me thinking, are all these people really “connected”…?
I’m sure you’re familiar with the Six Degrees of Separation principle. It holds that on average, anyone is only 6 personal relationships away from anyone else. Whether Facebook adds anything to the equation is questionable.
Take Madonna for example.
Madonna has a Facebook page – well, I think it’s her. There’s a problem already. For the sake of this argument, let’s accept it’s her.
I can write a message on her wall and hope she replies, but that’s not really the point. I could also mail her a letter or press the buzzer at her Hollywood mansion.
The point is connectedness. For the theory to hold up, I must be only 6 Facebook users away from the Material Girl, and thereby be able to engineer a personal introduction.
Maybe in theory I can, but while I know who I’m connected to, I don’t really know who they’re connected to, let alone who they are connected to. And that’s only a few degrees in.
Sure, I could ask “Does anyone know anyone who knows anyone who knows anyone who knows anyone who knows Madonna?”, but that would be a tad silly. No one could possibly know.
Alternatively, I could say “I’m trying to meet Madonna – can you arrange an introduction? Pass it on…”
Again in theory, my message would reach someone who could indeed arrange an introduction, but the probability of that happening is ridiculously low. Human nature dictates that a rapidly diminishing number of people will pass it on, let alone to the extent required to get a hit.
So while 600 million people are technologically connected on Facebook, practically they aren’t because everyone’s effective network only stretches so far.
The best we can do is stretch it as far as possible.
Categories: digital influence, social networking
Tags: connectedness, digital influence, effective network, Facebook, influence, myth, network theory, Six Degrees of Separation, social media, social networking, social reach
Comments: 5 Comments
Much has been said of the “circles” feature in Google+, and rightly so.
I really like the idea of targeting my messages to just friends, or just family, or just whomever. It makes sense.
It’s Google’s trump card against the likes of Facebook and Twitter.
Slap in the face
The achilles heel of Facebook is that its friending system is binary: either you are my friend or you are not. If you are, I’ll be sharing my family reunion updates with you, and conversely I’ll be sharing my experience of burning a police car during the Canucks riot with my mum.
Few of us are aware you can “customize” whom you share your updates with, but selecting individuals one by one is hardly user friendly – especially if you want to update 67 people.
Indeed, Facebook has a “friends list” feature which allows you to filter your incoming news feed. You’d think it would allow you to filter your outgoing news feed too. Granted, I’m no Facebook expert, so maybe this can be done. But that’s the point: so much about Facebook is onerous and secretive. I’ve got better things to do.
Bye bye birdie?
Then there’s Twitter. Some commentators have heralded the death of the popular microblog at the hands of Google+ because, unlike its alleged nemesis, its messages are restricted to 140 characters.
I couldn’t disagree more. The 140 character limit is Twitter’s saving grace, and ultimately its competitive edge. Fellow tweeps, I love you all – but in very small doses. If I want more, I’ll read your blog.
As for targeting messages, Twitter can’t do that. However, it’s easy enough to manage multiple accounts with a client such as HootSuite.
Forget Facebook, forget Twitter. The one who has the most to fear from Google+ is Yammer.
Don’t get me wrong: Yammer has revolutionised social learning in the workplace. (Twitter dropped the ball big time by failing to introduce corporate accounts.)
To me, Yammer is the most similar to Google+. In particular, its “groups” feature allows you to direct your messages to a particular bunch of people. You can also assign people to groups – even if you’re not the group’s admin.
All good for Yammer, right? Wrong.
You see, everyone on the planet has heard of Google, but relatively few have heard of Yammer. And guess who’s shifting their attention to the business sector.
Categories: social media, social networking
Tags: circles, enterprise 2.0, Facebook, friending, Google Plus, Google+, social learning, social media, social networking, Twitter, web 2.0, Yammer
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It’s the quick and the dead on the interwebs!
Why would I suggest Gowalla merge with Foursquare?
I don’t have an MBA, nor do I pretend to have expertise or inside knowledge on geolocation business models, but consider it on a mathematical level:
As of 7 July 10, Foursquare has just over 1.9 Million users, while Gowalla has around 340,000.
Compare that to Facebook which has over 500 million users.
The minnows have to do something drastic to survive.
Why bother trying?
Well, 2 million users is a lot of customers in anyone’s language. And it’s growing by the tens of thousands daily.
A part of me also respects brands that are clever or brave enough to be first to market, not to mention my disdain for those who profit by ripping off other people’s ideas. I’m sure I’m not alone on this.
But more importantly, I think Gowalla and Foursquare trump Facebook in one key area: they are specialist geolocation platforms.
Yes, millions of Facebook users will happily use Facebook Places while they list their favourite movies and play Farmville. However, some people aren’t on Facebook and don’t care for its broader social networking offering. Then there are others, like me, who remain on Facebook under sufferance and much rather use Foursquare for checking in to places and keeping track of my mates.
Gowalla and Foursquare’s competitive edge could have a bearing on
e-learning, particularly in the workplace.
I can’t see employers forcing their people to create Facebook accounts, even if it is for lofty learning and development purposes. If anything, the opposite is true.
Rightly or wrongly, something philosophically simpler like Foursquare might be an easier sell.
My point is: corporate geolocation training games ain’t gonna be played on Facebook Places. Gowalla and Foursquare have an opportunity to fill the void.
Corporate accounts, anyone?
As my friends can attest, I’m a big Socceroos fan.
I grew up playing football (aka soccer) and although a few different codes compete for my attention in my home town, the World Game is the one I truly care about.
It was to my great joy, therefore, that the national administrators of the sport comprehensively revamped the local league several years ago. I think it’s fair to say the previous administration was widely perceived as incompetent, so it was no surprise when it was scrapped. The Football Federation of Australia (FFA) was born, and in 2005 the A-League kicked off.
Side note: I wasn’t the only one scratching my head when West Sydney wasn’t a founding club. Maybe it was a sign of things to come.
Around this time I was getting into Facebook. I had become a “fan” of a couple of other sports clubs (eg Wests Tigers) when I noticed there was no Facebook page dedicated to the Australian national football team. So, being the passionate fan that I am, I started one.
In no time I had attracted over 10,000 fans. I dutifully sent out updates for upcoming matches, and I even provided the details of local TV coverage for fans who couldn’t attend in person.
This went along swimmingly until I got a message from Facebook HQ telling me that I had no rights over the page and my administration access was suspended. The message said I could submit an appeal outlining why I should be granted access, which I did on the basis of the page being a “fan” page. I even suggested that the title of the page be changed to “Fans of the Socceroos”. Naturally I staked no claim whatsoever to any IP such as the Socceroos logo.
Lo and behold, Facebook never replied.
What can I deduce from this? Obviously some clever dick in the FFA had the bright idea of jumping on the Facebook bandwagon – and the easiest way to do this was to hijack the fan page that I had lovingly curated.
The irony is I would gladly have handed them the reins if only they had the professionalism to ask.
But they didn’t. Suffice to say it left a bad taste in my mouth.
A different approach
The sorry affair was a faded memory as I watched Grace Gordon from Soap Creative present at last month’s SMCSYD.
For those of you who are not aware, Bubble O’ Bill is an ice cream that was first launched in the US in the 1980s, but achieved peculiar success in Australia soon after.
In 2009, customer Nick Getley liked the brand so much he created a Bubble O’ Bill page on Facebook that – at the time of writing – has 844,276 fans!
Switched on Media tells us how it came about:
It is the penultimate sentence that resonates with me:
Overwhelmed by the warm support for this Aussie icon, Streets Ice Cream contacted Nick and offered to work with him to make the page official.
Take a bow, Streets. You approached social media in the spirit that was intended, and now you are reaping the rewards.
The difference between right and wrong
So what does this have to do with e-learning?
Well, as time goes by, e-learning is increasingly converging with social learning through social media. The two marketing cases outlined above teach us that when we implement a social media strategy, there is a right way and a wrong way.
The right way is to be inclusive, collaborative and supportive. If you empower your champions to follow their passion, they will lead the charge on your behalf.
The wrong way is to be draconian, faceless and isolationist. If you burn your champions, you will lose your allies.
The proof of the pudding
So to conclude, let’s compare fan bases.
The Socceroos, the pride of a nation, has 144,378 fans on Facebook.
Bubble O’ Bill, the ice cream cowboy with a bubblegum nose, has 844,276 fans on Facebook.
Whose social media strategy will you adopt?
Categories: social media
Tags: bill, bubble, Bubble O' Bill, collaboration, community management, e-learning, engagement, enterprise 2.0, Facebook, fan, FFA, football, Football Federation of Australia, Grace Gordon, implementation, Nick Getley, participatory culture, SMCSYD, Soap Creative, soccer, Socceroos, social learning, social media, social media marketing, strategy, Switched on Media, web 2.0
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