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An intro to social media for personal, professional, and corporate use; includes key concepts and a primer on online culture.
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Harnessing the Power of Social Media for Marketing and Community OutreachMiami Dade College Conference Day, March 5th, 2009 Alex de Carvalho
Topics
✤ Introduction
✤ What is Social Media?
✤ Creating Identity and Brand online
✤ Community outreach, engagement ... and marketing
Alex de Carvalho
http://alexdc.org
http://twitter.com/alexdc
StartPR: social media management
- Track your mentions on social networks and on over 100 million blogs
- Annotate and store important posts
- Coordinate responses with colleagues
- Report on mentions and improve blogger relations activity
http://startpr.com
RefreshMiami: new media community
- South Florida’s web and new media community
- Established March 2006
- Over 1,000 members
- Monthly meetups average 100 participants
http://refreshmiami.org
BarCamp Miami: new media conference
- Third web and new media “un”conference
- February 22nd 2009, just before the Future of Web Apps conference
- 806 registered and over 600 participants attended
- Free conference supported by company sponsorships
http://barcampmiami.org
Social Media Club of South Florida
A community for the champions of social media and those seeking to learn
- Expand media literacy
- Share lessons learned
- Adopt industry standards
- Promote ethical practices
http://socialmediaclubsf.org
Topics
✤ Introduction
✤ What is Social Media?
✤ Creating Identity and Brand online
✤ Community outreach, engagement ... and marketing
Graph: GustavoG
social networks sure look like a random mess (and thus a waste of time?) ...
http://www.flickr.com/photos/gustavog/9708628/
Wikipedia is a social media ... let’s look here for a definition
TOOLS for sharing and discussing
Tools Activities
Interaction
socialmedia
ACTIVITIES that integrate technology and social interaction
Tools Activities
Interaction
socialmedia
INTERACTION that builds shared meaning among communities, as people share their stories and experiences
Tools Activities
Interaction
socialmedia
Through social media, people build their online ...
• Presence
• Credibility
• Identity
• Authority
• Reputation
• Influence
Traditional media
NewspapersMagazinesTelevision
RadioBooksCDs
DVDsA box of photos
Physical, paper mail and catalogsYellow Pages
Digital media
CellphonesCompact discDigital video
Digital televisione-bookInternetMinidisc
Video games
Social media
BloggingSocial Networking
WikisBookmarkingPhotosharingCalendaring
TaggingPodcasting
Microblogging
Social media• Traditional media above can’t be changed. A newspaper can’t
magically change its stories
• You can interact with my blog. You can leave a comment.
• You can get some sense of the popularity of my stuff in real time.
• With the “new media” you can look at my archives and see all posts.
• Here on my blog I can mix media. A post could contain text, audio, video, or photos.
• Here on my blog I don’t need to convince a committee to publish.
• The new media is infinite. (time, space, schedule)
• The new media can be syndicated, linked and easily reused.
• The new media can be mashed up with data from other services.
Robert Scoble, http://scobleizer.com/2007/02/16/what-is-social-media/
Topics
✤ Introduction
✤ What is Social Media?
✤ Creating Identity and Brand online
✤ Community outreach, engagement ... and marketing
now let’s talk about ...
Tom Peters said (over 10 yrs ago):
“We are CEOs of our own companies: Me Inc. To be in
business today, our most important job is
to be head marketer for the brand called
You.”
http://www.fastcompany.com/magazine/10/brandyou.html
From Issue 10 | August 1997
there are lots of books on the importance of branding yourself professionally ...
... but very few books (yet) on how to
brand yourself professionally
online
Note: your online identity works for you 24/7
so here’s the deal:
1. what defines you?- write your bio, - select your avatar, - choose a username
2. go where people are
3. connect with people (who share your interests)
4. publish, publish, publish
5. display your activity streams
Axiom #1:
your social profiles online andthe stuff you publish
will attract newconnections and opportunities
oceanmoonfacedesklights
memorize this set of words
count to five
now, name a laundry detergent
ocean
moon
Tidewave Fab
All
Gain
network of associations
Source: Drew Westen, Ph.D., “The Political Brain: The Role of Emotion in Deciding the Fate of the Nation”http://tinyurl.com/bawfff
content
content
Youcontent people
people
people
work on your own network of associations
blog posts
tags
Youphotos
onlinepresence
blogs
socnets
comments
lifestream
video
podcasts
avatars
social profiles
virtualworlds
onlinecommunities
this is how people find you online
1. what defines you?
education
other activities
work experience
hobbies
passions
sports
travelcommunity work
thoughts
relationships
geography
desiresgroupsassociations
(now and in the future)
reputation
pets
so here’s the deal:
1. what defines you?- write your bio, - select your avatar, - choose a username
2. go where people are
3. connect with people (who share your interests)
4. publish, publish, publish
5. display your activity streams
2. Go where people are
Think of it this way. If you are a fisherman you would not fish for the trophy catch in stagnated water.
You would need to go to where there is fresh water.
That's where the fish are.
http://infoworthsharing.com/blog2/2008/06/go_where_the_people_are.html
you mean, yet another social network?
http://www.flickr.com/photos/dbarefoot/1814873464/
think of social networks this way:The Social Media Starfish
Robert Scoble
http://www.briansolis.com/2008/08/introducing-conversation-prism.html
or think of them as a “Conversation Prism”
Brian Solis
so here’s the deal:
1. what defines you?- write your bio, - select your avatar, - choose a username
2. go where people are
3. connect with people (who share your interests)
4. publish, publish, publish
5. display your activity streams
Graph: GustavoG http://www.flickr.com/photos/gustavog/4499404/in/set-113313/
looks pretty random, huh?
Axiom #2:
“People don’t just connect to each other.
They connect through a shared object.”
Jyri Engestrom http://www.zengestrom.com/
“Social Object”
“The services that we love to play with allow
people to socialize around objects”
Flickr YouTube Del.icio.us
Jyri Engestromhttp://www.zengestrom.com/
“Think about objects as the reason why
people get in touch with each other”
Graph: GustavoGhttp://www.flickr.com/photos/gustavog/4499404/in/set-113313
the same social network as before, showing how people have connected by interests
Axiom #3:
People you don’t know well
will you open more doors for you
than your closest friends and family
Mark Granovetter on “weak ties”
✤ Weak social ties account for most of the structure of social networks in society as well as the transmission of information through these networks.
✤ More novel information flows to individuals through weak rather than strong ties.
✤ Because our close friends tend to move in the same circles that we do, the information they receive overlaps considerably with what we already know.
David Armano
http://www.linkedin.com/static?key=application_directory
LinkedIn is a good place to start connecting your social networks to your other professional identity
online, like blogs, slide presentations, etc.
so here’s the deal:
1. what defines you?- write your bio, - select your avatar, - choose a username
2. go where people are
3. connect with people (who share your interests)
4. publish, publish, publish
5. display your activity streams
blogging:content, frequency, pipeline, links
✤ list 20 topics✤ write the articles:
✤ keep them short✤ link to other bloggers✤ include visual media
✤ post the first 5 to 10 at a frequency you determine ... then tell your contacts about your blog
✤ post the next 10 at the same frequency✤ meanwhile, work on the next 20:
always keep drafts in your pipeline!
a few words on writing for the web
✤ most importantly: listen first
✤ say LESS✤ front-load: inverted pyramid✤ clear headlines and headings✤ be factual, not cryptic✤ establish trust✤ use active voice✤ pay attention to netiquette,
culture, tone of voice
✤ you are part of a community✤ people skim so keep it short✤ important content at the top✤ make it easy for people✤ unless it’s fiction✤ provide context✤ passive voice is to be avoided✤ be gracious
it’s not so hard to cut through the clutter
some corporations and media on WordPress
• link to your own and to others’ content
• make it easy for others to contact you
don’t forget to:
what about protecting my own content?
what about using (embedding, quoting, reposting) other peoples’ material?
Creative Commons
Share, Remix, Reuse — Legally
Creative Commons provides free tools that let authors, scientists, artists, and educators easily mark their creative work with the freedoms they want it to carry. You can use CC to change your copyright terms from
"All Rights Reserved" to "Some Rights Reserved."
We're a nonprofit organization. Everything we do — including the software we create — is free.
http://creativecommons.org/
so here’s the deal:
1. what defines you?- write your bio, - select your avatar, - choose a username
2. go where people are
3. connect with people (who share your interests)
4. publish, publish, publish
5. display your activity streams
✤ The news feed is another way to keep up with what your friends and contacts are doing - offline as well as online
✤ quick scan, no interaction = low transaction costs
✤ you may find something interesting to do, based on what your friends are doing
✤ you get a better sense about your contacts’ interests and activities
✤ develop your “peripheral vision”
real interaction and communication, or even just “phatic” communication
TextText
✤ your mini-feed provides a snapshot of who you are at any given point in time
✤ it also provides context✤ show your personality✤ manage your privacy
Topics
✤ Introduction
✤ What is Social Media?
✤ Creating Identity and Brand online
✤ Community outreach, engagement ... and marketing
THE ONLINE OBJECTIVE
InfluenceAuthority
Reputation
Credibility
Identity
Presence
Rise to
the t
op
http://www.gapingvoid.com/Moveable_Type/archives/001607.html
Hugh McLeod
Markets are conversations
X is the membrane between your internal conversation, A, and what your customers are talking about, B
http://thoughtnow.blogspot.com/2006/04/nyc-and-automobiles.html
Think of advertising in general
Interruption marketing
How advertisers see us
http://thoughtnow.blogspot.com/2006/04/nyc-and-automobiles.html
Most of advertising is really not that different from ...
... unsolicited commercial messages
advertisers might as well talk to the hand
because we’re besieged by ads!(and not even my cat likes spam)
http://thoughtnow.blogspot.com/2006/04/nyc-and-automobiles.html
do you see the membrane?
break down that wall or membrane between your company and your customers
Jeep’s website
links to social networks on Jeep’s website
http://www.flickr.com/groups/jeepexperience/
active community of Jeep aficionados on Flickr
markets are conversations
Axiom #4:
A brand is the collective consumer concept of a company.
Logos are just brand identification.
Skittles(a brand of candy made by the Mars company)
http://skittles.com
http://www.adweek.com/aw/content_display/news/digital/e3i5dab627a6e5e9f670fe61aa2512a7514?pn=1
Axiom #5
"The biggest challenge is moving away from thinking about [social media] as marketing and PR.
It's about product development, it's about IT.
It's got to cut across all functions of the company."
-Peter KimForrester Research
http://www.slideshare.net/absolutesubzero/community-management
1. Become or hire a community manager1.a) Also, train your colleagues
Intel
Intel will build credibility among the tough-to-impress IT crowd by putting its engineers out front, rather than a media-trained spokesperson.
So far, 150 engineers have been selected to contribute as bloggers on Intel sites and on other tech sites.
-ADWEEK, July 2008
http://www.adweek.com/aw/content_display/news/digital/e3i5dab627a6e5e9f670fe61aa2512a7514?pn=1
2. Listen
Questions:
✤ How do people feel about my brand?
✤ What is being discussed?
✤ Who’s talking?
✤ Are they influential?
✤ Is my marketing working?
✤ Are my products working?
✤ How do we engage in the conversation?
Listen: track your mentions
online brand monitoring / South Florida startuphttp://startpr.com
What should I track?
✤ Key employees
✤ Company name and URL
✤ Competitors
✤ Product and service names
✤ Brands
✤ Keywords
Listen, then manage and react to conversations
http://startpr.com
You may be amazed at what you’ll find out ...
3. Measure and count individual units, not just agreggate results
Suggested reading
http://www.forrester.com/Groundswell/book.html
Photo credits
attribution for photos not linked on their own slides
✤ cover picture (briefcase) http://www.businessfacilities.com/blog/2007/11/boomers-vs-millenials.html
✤ puppy http://www.flickr.com/photos/klapow/39693385/✤ garfield http://www.flickr.com/photos/pasma/580401331/✤ 70 years of Spam http://www.flickr.com/photos/dok1/2607573904/✤ web 2.0 logos http://www.flickr.com/photos/94291223@N00/122881874/✤ conversation prism http://www.flickr.com/photos/50698336@N00/2735401175/✤ dinner conversation http://www.flickr.com/photos/88543347@N00/80462964/✤ talk to the hand http://www.flickr.com/photos/99757245@N00/2652563248✤ child http://www.flickr.com/photos/40732566596@N01/109538354/✤ hungry fish http://www.flickr.com/photos/75269757@N00/727422407✤ seti http://www.flickr.com/photos/49457106@N00/280789933/✤ attention http://www.flickr.com/photos/69148125@N00/326386880/✤ billboard man http://www.flickr.com/photos/51363629@N00/96643546✤ yeehaw http://www.flickr.com/photos/61654243@N00/444844788/✤ jelly beans http://www.flickr.com/photos/jspad/450848498/✤ community manager http://www.flickr.com/photos/celesteh/397931208/