Power of “Word of Mouth” – Keynote Follow up with Jonathan Kopp

My collection of notes from the session at Learning2010  as Jonathan Kopp delved further into his discussion from the opening session – they are not in any particular order; they are unedited (translation: may seem random and disjointed); they include some of my musings as I was taking these notes.

  • digital citizens (being active in social space – having profiles in social networks) [which may be a better than the digital native/digital immigrant distinction and divide]
  • although many may be digital citizens in their personal lives, most participate during work hours in their downtown or “on the side” rather than it being a part of their workflow …
  • A social media black market – where work systems may be locked down, but folks have access via their thumbs on portable devices … and they’re accessing/participating with those during work.
  • How to design social media for impact starts with listening. What’s being said? Who is saying it? Who are the key players? Where are we mentioned? Where are we not being mentioned? Who are the enthusiasts on both sides (the good as well as not-so-good)?
  • Gather a cross departmental/cross enterprise social media council: 1) so that “I have your back and you have mine” as we support each other – and to help each other in this space, 2) to create a social media policy.
  • A good social media policy has two aspects: the “thou shalt not” stuff as well as stuff on how to promote being effective ambassadors for the company’s values, brand and message.
  • It’s so much more about being authentic – not what the company’s brand is, but rather who are the people behind that brand. It’s people-to-people that’s important.
  • Example: Domino’s Pizza gross out video … the CEO responded w/a YouTube video in 48 hours. It was good that the message was sent in the social space, that it came from a high level of management … but where it failed was that they should have started immediately. (The time to win friends is not when you’re on your heels)
  • Example: FedEx … social blogger had a bad customer experience. He posted a video as a rant (and it went viral) … A communication’s mgr emailed the blogger immediately with a personal apology and request to use that video as part of their training to learn how not to do things and make it better going forward. Turned the blogger around from a critic to a fan.
  • How does a video go viral? Great question – really really difficult to answer. Probably is the wrong question. Better question: How do we create a valuable video?
  • In the 1.0 world, we wanted folks to come to our website. In the 2.0 world we create the content and it doesn’t matter where it goes … we want the message to live with them where they are … my content is going out.
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About Rory

I make my home in the central part of the Garden State along with my family. When I'm not working as an Instructional Designer (focusing mostly on Web-Based learning ... and other eLearning technologies) or researching something, I'm found at home playing computer or video games. Among other things, I volunteer as a choir member and catechist for 8th graders at my parish.
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