Harnessing the Power of Social Media for Marketing and Community Outreach

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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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  • 1.Harnessing the Power of Social Media for Marketing and Community Outreach Miami Dade College Conference Day, March 5th, 2009 Alex de Carvalho

2. TopicsIntroduction What is Social Media? Creating Identity and Brand online Community outreach, engagement ... and marketing 3. Alex de Carvalhohttp://alexdc.orghttp://twitter.com/alexdc 4. 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 activityhttp://startpr.com 5. RefreshMiami: new media community - South Floridas web and new media community - Established March 2006 - Over 1,000 members - Monthly meetups average 100 participantshttp://refreshmiami.org 6. BarCamp Miami: new media conference- Third web and new media unconference- 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 7. 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 practiceshttp://socialmediaclubsf.org 8. TopicsIntroduction What is Social Media? Creating Identity and Brand online Community outreach, engagement ... and marketing 9. social networks sure look like a random mess (and thus a waste of time?) ...Graph: GustavoG http://www.ickr.com/photos/gustavog/9708628/ 10. Wikipedia is a social media ... lets look here for a definition 11. TOOLS for sharing and discussing ToolsActivitiessocialmediaInteraction 12. ACTIVITIES that integrate technology and social interactionToolsActivitiessocialmediaInteraction 13. INTERACTION that builds shared meaning among communities, as people share their stories and experiencesToolsActivities social media Interaction 14. Through social media, people build their online ... Presence Credibility Identity Authority Reputation Inuence 15. Traditional media NewspapersMagazinesTelevisionRadioBooks CDsDVDs A box of photos Physical, paper mail and catalogs Yellow Pages 16. Digital mediaCellphonesCompact discDigital video Digital televisione-book Internet MinidiscVideo games 17. Social mediaBloggingSocial NetworkingWikisBookmarkingPhotosharingCalendaringTagging Podcasting Microblogging 18. Social media Traditional media above cant be changed. A newspaper cantmagically change its stories You can interact with my blog. You can leave a comment. You can get some sense of the popularity of my stu 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 dont need to convince a committee to publish. The new media is innite. (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/ 19. TopicsIntroduction What is Social Media? Creating Identity and Brand online Community outreach, engagement ... and marketing 20. now lets talk about ... 21. Tom Peters said (over 10 yrs ago): To be in We are CEOs of our own companies: Me Inc. business today, our most important job is to be head marketer for the brand called You. http://www.fastcompany.com/magazine/10/brandyou.htmlFrom Issue 10 | August 1997 22. there are lots of books on the importance of branding yourself professionally ... 23. ... but very few books (yet) on how tobrand yourself professionallyonline Note: your online identity works for you 24/7 24. so heres the deal: 1. what denes 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 25. Axiom #1:your social proles online and the stuff you publishwill attract new connections and opportunities 26. memorize this set of wordsocean moonfacedesk lights 27. count to ve 28. now, name a laundry detergent 29. network of associationsGain moonTideAll oceanFab wave Source: Drew Westen, Ph.D., The Political Brain: The Role of Emotion in Deciding the Fate of the Nation http://tinyurl.com/bawfff 30. work on your own network of associationspeople contentYoupeople content people content 31. this is how people find you onlinepodcastsblogsblog posts socialsocnetsvideoproles Youonlineavatarsphotoscommunities virtualtags lifestreamworldsonlinecommentspresence 32. 1. what defines you?reputation work experiencepassions educationsportshobbiesrelationshipsgeographythoughts associationsgroups desirescommunity workother activities travel pets(now and in the future) 33. so heres the deal: 1. what denes 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 34. 2. Go where people areThink of it this way. If you are a sherman you would not sh for the trophy catch in stagnated water. You would need to go to where there is fresh water.That's where the sh are.http://infoworthsharing.com/blog2/2008/06/go_where_the_people_are.html 35. you mean, yet another social network? 36. think of social networks this way: The Social Media Starsh Robert Scoble http://www.ickr.com/photos/dbarefoot/1814873464/ 37. or think of them as a Conversation PrismBrian Solis http://www.briansolis.com/2008/08/introducing-conversation-prism.html 38. so heres the deal: 1. what denes 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 39. looks pretty random, huh? Graph: GustavoG http://www.ickr.com/photos/gustavog/4499404/in/set-113313/ 40. Axiom #2:People dont just connect to each other.They connect through a shared object.Social Object Jyri Engestrom http://www.zengestrom.com/ 41. The services that we love to play with allowpeople to socialize around objects Flickr YouTubeDel.icio.us Think about objects as the reason whypeople get in touch with each otherJyri Engestromhttp://www.zengestrom.com/ 42. the same social network as before, showing how people have connected by interests Graph: GustavoG http://www.ickr.com/photos/gustavog/4499404/in/set-113313 43. Axiom #3: People you dont know well will you open more doors for youthan your closest friends and family 44. Mark Granovetter on weak tiesWeak 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 ows 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. 45. David Armano 46. LinkedIn is a good place to start connecting your social networks to your other professional identity online, like blogs, slide presentations, etc.http://www.linkedin.com/static?key=application_directory 47. so heres the deal: 1. what denes 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 48. blogging: content, frequency, pipeline, links list 20 topics write the articles: keep them short link to other bloggers include visual media post the rst 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! 49. a few words on writing for the web most importantly: listen rst you are part of a community say LESSpeople skim so keep it short front-load: inverted pyramidimportant content at the top clear headlines and headingsmake it easy for people be factual, not cryptic unless its ction establish trust provide context use active voicepassive voice is to be avoided pay attention to netiquette,be gracious culture, tone of voice 50. its not so hard to cut through the clutter 51. some corporations and media on WordPress 52. dont forget to: link to your own and to others content make it easy for others to contact you 53. what about protecting my own content?what about using (embedding, quoting, reposting) other peoples material? 54. Creative CommonsShare, Remix, Reuse LegallyCreative Commons provides free tools that let authors, scientists, artists,and educators easily mark their creative work with the freedoms theywant it to carry. You can use CC to change your copyright terms from quot;All Rights Reservedquot; to quot;Some Rights Reserved.quot; We're a nonprot organization. Everything we do including thesoftware we create is free.http://creativecommons.org/ 55. so heres the deal: 1. what denes 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 56. The news feed is another way to keep up with what your friends and contacts are doing - ofine as well as onlinequick scan, no interaction = low transaction costsyou may nd something interesting to do, based on what your friends are doingyou get a better sense about your contacts interests and activitiesdevelop your peripheral vision 57. 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 TextTextreal interaction and communication, or even just phatic communication 58. TopicsIntroduction What is Social Media? Creating Identity and Brand online Community outreach, engagement ... and marketing 59. THE ONLINE OBJECTIVE Influence Authority pto e Reputationth to seIdentity Ri Credibility Presence 60. Markets are conversationsHugh McLeod X is the membrane between your internal conversation, A, and what your customers are talking about, B http://www.gapingvoid.com/Moveable_Type/archives/001607.html 61. Think of advertising in generalhttp://thoughtnow.blogspot.com/2006/04/nyc-and-automobiles.html 62. Interruption marketing 63. How advertisers see us 64. Most of advertising is really not that different from ... http://thoughtnow.blogspot.com/2006/04/nyc-and-automobiles.html 65. ... unsolicited commercial messages 66. advertisers might as well talk to the hand 67. because were besieged by ads! (and not even my cat likes spam) 68. do you see the membrane?http://thoughtnow.blogspot.com/2006/04/nyc-and-automobiles.html 69. break down that wall or membrane between your company and your customers 70. Jeeps website 71. links to social networks on Jeeps website 72. active community of Jeep acionados on Flickrhttp://www.ickr.com/groups/jeepexperience/ 73. markets are conversations 74. Axiom #4: A brand is the collective consumer conceptof a company. Logos are just brand identication. 75. Skittles (a brand of candy made by the Mars company)http://skittles.com 76. Axiom #5 quot;The biggest challenge is moving away fromthinking 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.quot; -Peter Kim Forrester Research http://www.adweek.com/aw/content_display/news/digital/e3i5dab627a6e5e9f670fe61aa2512a7514?pn=1 77. http://www.slideshare.net/absolutesubzero/community-management 78. 1. Become or hire a community manager 1.a) Also, train your colleagues 79. Intel Intel will build credibility among the tough-to-impress IT crowd byputting its engineers out front, rather than a media-trainedspokesperson. So far, 150 engineers have been selected to contribute as bloggers onIntel sites and on other tech sites. -ADWEEK, July 2008http://www.adweek.com/aw/content_display/news/digital/e3i5dab627a6e5e9f670fe61aa2512a7514?pn=1 80. 2. Listen 81. Questions: How do people feel about my brand? What is being discussed? Whos talking? Are they inuential? Is my marketing working? Are my products working? How do we engage in the conversation? 82. Listen: track your mentions online brand monitoring / South Florida startuphttp://startpr.com 83. Listen: monitor your brand(s)http://startpr.com 84. What should I track?Key employees Company name and URL Competitors Product and service names Brands Keywords 85. Listen, then manage and react to conversations http://startpr.com 86. You may be amazed at what youll nd out ... 87. 3. Measure and count individual units, not just agreggate results 88. Suggested reading 89. http://www.forrester.com/Groundswell/book.html 90. Photo credits 91. attribution for photos not linked on their own slidescover picture (briefcase) http://www.businessfacilities.com/blog/2007/11/boomers-vs- millenials.html puppy http://www.ickr.com/photos/klapow/39693385/ gareld http://www.ickr.com/photos/pasma/580401331/ 70 years of Spam http://www.ickr.com/photos/dok1/2607573904/ web 2.0 logos http://www.ickr.com/photos/94291223@N00/122881874/ conversation prism http://www.ickr.com/photos/50698336@N00/2735401175/ dinner conversation http://www.ickr.com/photos/88543347@N00/80462964/ talk to the hand http://www.ickr.com/photos/99757245@N00/2652563248 child http://www.ickr.com/photos/40732566596@N01/109538354/ hungry sh http://www.ickr.com/photos/75269757@N00/727422407 seti http://www.ickr.com/photos/49457106@N00/280789933/ attention http://www.ickr.com/photos/69148125@N00/326386880/ billboard man http://www.ickr.com/photos/51363629@N00/96643546 yeehaw http://www.ickr.com/photos/61654243@N00/444844788/ jelly beans http://www.ickr.com/photos/jspad/450848498/ community manager http://www.ickr.com/photos/celesteh/397931208/

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