解讀社交媒體Decoding Social Media

Calvin Yu @ 新加坡福音證主協會 CCLSG / 2010.09.09

Puzzled?百思不解？

用簡單英語介紹社交網絡Social Networking in Plain English

Characteristics of Social Media

社交媒體的特點

Connections of Connections連繫的連繫

Trusted Connections可信任的連繫

Sharing and Interaction分享與互動

Participation參與

社交媒體只是時興玩意？Social Media is a fad?

還是溝通模式的根本性轉變？Or a fundamental shift in the way we communicate?

跟機構有何關係？What is the Relevance?

Discussion:Myths of Social Media

討論：社交媒體迷思

社交媒體迷思Myths of Social Media

• 那是年輕人的玩意！It is for the Youth only!

• 我們已經有網站！We have website already!

• 我們沒有資源！We have no resources!

• 我們沒資訊科技人才！We have no IT people!

Source: http://blog.nielsen.com/nielsenwire/online_mobile/six-million-more-seniors-using-the-web-than-five-years-ago/

社交媒體迷思Myths of Social Media

• Facebook＝社交媒體Facebook = Social Media

• 如何選擇社交媒體？How to pick the right ones?

• 把資訊全放上去！Just put everything on it!

• 會有負面回應！There will be negative posts!

Source: http://blog.nielsen.com/nielsenwire/online_mobile/six-million-more-seniors-using-the-web-than-five-years-ago/

Myth #1It is for the Youth only!

迷思一：那是年輕人的玩意！

事實一Fact #1

• 尼爾遜在美國的調查（2009.11）Research by The Nielsen Company in the US (Nov. 2009)

• 過去五年 During the past 5 years

• 活躍於互聯網的長者 ^ 55%

seniors actively using the Internet ^ 55%

• 長者在線時間 ^ 11%

time spent online by the seniors ^ 11%

Source: http://blog.nielsen.com/nielsenwire/online_mobile/six-million-more-seniors-using-the-web-than-five-years-ago/

事實一Fact #1

• 尼爾遜在美國的調查（2009.11）Research by The Nielsen Company in the US (2009.11)

• 過去兩年 During the past 2 years

• 社交網絡長者 ^ 53%

social networking seniors ^ 53%

Source: http://blog.nielsen.com/nielsenwire/online_mobile/six-million-more-seniors-using-the-web-than-five-years-ago/

事實一Fact #1

• 美國Facebook數據（2009.2.2）US Facebook Statistics (2009.2.2)

• 全面增長：不同年齡／性別組別

Growing in all age/gender demographic

• 增長最快組別：55歲以上女性在過去的120天增長175.3%

Fastest growing segment: Women over 55up 175.3% in the last 120 days

Source: http://www.insidefacebook.com/2009/02/02/fastest-growing-demographic-on-facebook-women-over-55/

事實一Fact #1

• 美國Facebook數據（2009.2.2）US Facebook Statistics (2009.2.2)

• 在差不多所有年齡組別中，女性用戶都比男性用戶增長快Facebook growing faster with women than men in almost every age group

• 45%用戶年齡大於26歲45% users > 26 years

Source: http://www.insidefacebook.com/2009/02/02/fastest-growing-demographic-on-facebook-women-over-55/

事實一Fact #1

• 美國Facebook數據（2009.2.2）US Facebook Statistics (2009.2.2)

• 在差不多所有年齡組別中，女性用戶都比男性用戶增長快Facebook growing faster with women than men in almost every age group

• 45%用戶年齡大於26歲45% users > 26 years

Source: http://www.insidefacebook.com/2009/02/02/fastest-growing-demographic-on-facebook-women-over-55/

提示一用戶層面比你猜想的要寬廣得多！

Tip #1The audience spectrum is much wider than your guess!

Myth #2We have website already!

迷思二：我們已經有網站！

事實二Fact #2

• Web 1.0 vs. Web 2.0

• 網站：被動的資訊發佈Website: passive information distribution

• 社交網絡：透過可信任的連繫主動分享資訊及產生互動Social Networking: active information sharing and interaction through trusted connections

• 發佈速度Speed of distribution

事實二Fact #2

• 拉力與推力Pull vs. Push

• 網站：瀏覽者選擇所瀏覽的訊息Website: Visitor choose what to explore

• 社交媒體：由你選擇分享甚麼，受眾選擇是否及如何分享Social Media: You choose what to share and the connections choose whether and how to interact

提示二開明地擁抱新機遇！

Tip #2Be open-minded and embrace new possibilities!

Myth #3We have no resources!

迷思三：我們沒有資源！

事實三Fact #3

• 那你更要善用社交媒體！That is exactly why you need Social Media!

• 可信任的連繫是你的資產Trusted connections are your assets

• 擴散效果Viral effect

• 發掘工作的潛在價值Explore the hidden potentials of your work

提示三有了社交媒體平台，你比以往擁有更多的資源！Tip #3With Social Media platforms, you become much more resourceful than you used to be!

Myth #4We have no IT people!

迷思四：我們沒資訊科技人才！

事實四Fact #4

• 社交媒體是為所有人設計的！

Social Media is designed for everyone!

• 他們早已為你解決技術難題！They have already done the technical hard work for you!

• 你比任何科技人才更明白機構異象!

You know better about your organization’s vision than any IT experts!

提示四你需要的不是科技人才，而是適切的社交媒體策略！Tip #4You need relevant Social Media strategy rather than competent IT people!

Myth #5Facebook = Social Media

迷思五：Facebook＝社交媒體

事實五Fact #5

• 對與錯 Yes and No

• 對：Facebook是很受歡迎的社交媒體平台Yes: Facebook is a popular Social Media Platform

• 錯：社交媒體有多種不同形式及層面＞Twitter、Delicious、Digg、YouTube、SlideShare、Scribd…No: Social Media takes many different forms and perspectives > Twitter, Delicious, Digg, YouTube, SlideShare, Scribd...

提示五研究一下發掘各種可能性！

Tip #5Do your research to explore the possibilities!

Myth #6How to pick the right ones?

迷思六：如何選擇社交媒體？

事實六Fact #6

• 社交媒體跟機構行之多年的做法（郵件，電郵，電話等等）在本質上並無分別！

Social Media is no different from what your organization have been doing for years (mailings, email, phone calls, etc.)!

• 只是速度與範疇不同Only the SPEED and SCOPE are different

事實六Fact #6

• 你知道服事對象＞找他們去！You know the target audience > Go find them!

• 能找到目標對象的平台就是你要出現的平台！The right Social Media platforms are where you will find your audience!

提示六這是一個策略層面的選擇，而非技術層面的選擇！Tip #6The choice is a strategic one rather than a technical one!

Myth #7Just put everything on it!

迷思七：把資訊全放上去！

事實七Fact #7

• 爭取注視

Highly competitive in attention seeking

• 分享甚麼、如何分享變得非常重要What to share and how to share are critical

事實七Fact #7

• 編輯原則 Editorial Principles

• 精簡準確：一語中的Concise & Accurate: get to the point instantly

• 創意及圖像：取得注意力Creative & Photographic: catch the attention

• 主動與互動：經常更新並提供互動空間Active & Interactive: update frequently and make room for interaction

提示七度身訂做令自己與別不同！

Tip #7Customize and Differentiate!

Myth #8There will be negative posts!

迷思八：會有負面回應！

事實八Fact #8

• 那你最好趕快！

Then you had better hurry up!

• 負面回應總會有Negative posts will appear somewhere ultimately

• 在你的平台上出現有好處：你可回應They had better appear in your space so that you can respond

• 有容乃大 Let them speak

提示八社交媒體令你有更多發言空間！

Tip #8Social media gives you more opportunities to tell your side of story!

Social Media Strategy社交媒體策略

Focused專注

專注Focused

• 鞏固、深化及延伸可信任的連繫，包括支持者及合作伙伴Solidify, deepen and extend Trusted Connections, including supporters and partners

• 衡量不同社交媒體平台在接觸目標群體的適切性，進而把資源投放在合適平台Select Social Media platforms by evaluating its appropriateness in reaching and bridging target communities

Coherent連貫

連貫Coherent

• 選取的社交媒體平台應要互相協作，配合機構異象The selected Social Media platforms should work in coherence for organization’s vision

• 每個平台在全盤計劃策略中應有清晰獨特的定位Each platform should have a clear and unique role in the whole puzzle: “There’s a platform for that!”

連貫Coherent

• 在選取的社交媒體平台間建立連繫以加強連貫性Establish linkage among the chosen Social Media platforms to enhance coherence

• 關聯性與恰當的協調比選用平台的多寡重要得多Relevance and proper coordination are more important than the number of platforms chosen

Sustainable持續可行

持續可行Sustainable

• 授權、教育及動員支持者分享、互動及參與Empower, educate and mobilize the Connections for Sharing, Interaction and Participation

• 共同分享、共同互動、共同成長Share Together, Interact Together and Grow Together

持續可行Sustainable

• 切實可行 Doable

• 20/80 定律 20/80 Rule

• 簡單易用是關鍵 Simplicity is key

• “Simplicity is the ultimate sophistication.” ~ Da Vinci

• 對任何人而言皆易於使用（包括同工、支持者、伙伴等）

Ease of use for all (staff, supporters, partners, etc.)

面對社交網絡革命，你需要…Facing the Social Networking Revolution, you need to...

創意思維Think Different

你準備好了嗎？Are you ready?

答客問 Q&A

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