Golden rules

Mike CutlipDirector of Product Development, RAMCO

How do you find something….

On the Internet?

Rule #1: Social Media is Ubiquitous

Commenting to Drive Conversation

Rating the Good… and Bad

Sharing is Caring

Who Makes the Content?

Who Uses the Tools?

Source: Pew Internet 2011

Is Social Media Everywhere?

Rule #2: Social Media is Not Advertising

When is Advertising Most Effective?

Advertising Overload

• Average American exposed to roughly 3,000 ads per day

• Signal to noise ratio is unbalanced: Distraction• Untargeted

• HEY!!! Crank up the VOLUME!!!• Where do you fit in?

When is Someone Looking for a REALTOR?

The Social Escape

• Escape from daily reality• Sharing and looking for connection• Private vs public exhibition• Construction of the “Super Me”• Advertising = Disruption of the personal space

Who “Likes” Advertising?

Rule #3: Be A Timely Resource

Being a Timely Resource

• Be yourself• Share things you like• Encourage others to enjoy the things you

enjoy • Respond punctually• Share your expertise

Ever answered a question?

Ever answered a question… ONLINE?

Current - Correct - Content

QR Code Generators

• www.qrstuff.com – Generate multiple type of QR codes

• www.likify.net – Use QR code to generate Likes on a Facebook page

• www.pingtags.com – Use a QR Code to connect on LinkedIn

• www.servletsuite.com/meshare - Store all your contact information in a QR code

Rule #4: Speak to Different Audiences

Divide and Conquer

Which Platform?• Facebook – The vast general-purpose network

• Google+ – The up and coming powerhouse. Still invite-only

• LinkedIn– The business networking mainstay

• Twitter– The casual and quick social network

Google+

Facebook

Rule #5: Nothing Replaces Face to Face

Inform Yourself

• People are sharing valuable information, but you have to pay attention

• What do they like? Dislike?• Interests? Events? Foods? Hobbies? • What do you ask in future conversations?• What do you provide as a closing gift?• Who is engaging others?

Location Awareness

• Foursquare• Facebook location tagging• Google Latitude• Loopt• Brightkite

What’s a “Tweetup”?

Tweetup

Rule #6: Respect the Etiquette

Etiquette Basics

• No "friending" complete strangers, unless…– A person in common– Similar interests– Comment mingling

Go The Extra Mile

• Personalize stock content where possible• Don’t only “like”. Try to add something to the

conversation. • Quality over quantity

Don't “Overfriend"

• Quality, not always quantity• Basic evolutionary science– Dunbar’s Number– Unchanged since Neolithic times

• Identify and focus on the core for referrals

Rule #7: It’s All About Trust

Who Trusts Who?

• Meeting others of “like mind” and interests• Online survey: Trust in "a person like me"

tripled from 20% to 68% from 2004 to 2006. (Edelman Trust Barometer).

• At 48% in 2008, “person like me” more trusted than any company spokesperson (Edelman)

Social networking used to be innocent, peer to peer conversation and now it’s turned into a marketing playground in which almost everything — blog space, tweets and, in some cases, opinion — is for sale.

- Jennifer Leggio, ZDNet

Decline in Peer to Peer Trust

• Possible reasons– Expanding of social groups– Diluting of social web; acquaintance vs friend– Marketing influence in media– Skepticism among average social network users

• Still trust among “known” friends

Where Is The Trust Now?

Source: Edelman 2010

So What To Do?

• Remember that YOU are the expert• Promotion is fine… if it’s relevant and targeted• LinkedIn Answers• LinkedIn Groups• Discussions on industry websites• Relevant discussions on general social sites• Build your reputation as the expert you are!

Remember The Rules

• #1 - Social Media is Ubiquitous • #2 - Social Media is Not Advertising• #3 - Be A Timely Resource• #4 - Speak to Different Audiences• #5 - Nothing Replaces Face to Face• #6 - Respect the Etiquette• #7 - It’s All About Trust