Adam White
Building a
     business in a
      small town
Niagara is uniquely qualified for social
           media / web 2.0
Small town rules
 apply globally
A single bad word from a tastemaker
   hurts... just like in a small town
The "Mom and Pop" businesses in our
neighborhoods have always followed sound and
pragmatic business practices, rooted in d...
The Playing Field
You’re all just users, so go native and
respect the implicit contract - what do
 you exchange for your i...
Social Capital
              (Whuffie)


Without it you lose connections... any
recommendations you make are seen
         ...
2 Main
Responsibilities
For Businesses
1. Engagement
The only reward of virtue is virtue; the
only way to have a friend is to be one.
                       -Ral...
2. Content
     Creation
...with sharing as a goal. Social
  media isn’t broadcast media.
Advice...
1. Set goals and
have a strategy
Facebook vs. LinkedIn vs. Twitter...
2. Listen and
learn the culture
Cultural anthropology -> Participant
            observation
3. Hustle and
spend the time
  Rapport takes effort
4. “Set and
Forget” is worse
 than not trying
 Real Time is the new paradigm
5. Be Flexible
Facebook has 400,000,000 users...
          since 2004.
6. Discover
  your metrics
 ROI isn’t clear cut. Count your
conversations. Influence people.
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Niagara College Talk - April 1, 2010

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  • Niagara is uniquely suited to Web 2.0 and social media
  • Yes, you can communicate with China, but one bad word about your product from across the world can severely damage your brand. What's that sound like? It like doing business in a small tight knit community.


  • Terry O’Riley: implicit contract between advertisers and consumers - promises that advertisers must give you something in exchange for their imposition on your time, attention, and space. Entertainment, solution to problem, ENGAGEMENT. Compare to TV, radio, telemarketing.
  • Without wuffie you lose connections and any recommendations you make are seen as spam




  • Converse! Be a person! Ask open ended questions.
  • While SM is not a broadcast medium, having content helps keep interest.



  • Don’t just get on the bandwagon. Does it make sense for your business? Is it where your customers are? Spend time researching before creating.


  • Watch people interact. Interact with the service as a person, with a personal account, before you do as a business.


  • Hustle takes time. Building rapport isn’t instant or foolproof.


  • Cross promote across sites, in print. If you’re not active on the service, it’s as if you’re not there. REAL TIME means revisit regularly.


  • Social networks change. Things you’ll rely on change. You don’t have the luxury of time to over strategize.


  • How do you measure ROI? Conversation is qualitative... what’s quantitative? Be careful about “friend counts” count conversations. Tastemakers are valuable.

  • Niagara College Talk - April 1, 2010

    1. 1. Adam White
    2. 2. Building a business in a small town Niagara is uniquely qualified for social media / web 2.0
    3. 3. Small town rules apply globally A single bad word from a tastemaker hurts... just like in a small town
    4. 4. The "Mom and Pop" businesses in our neighborhoods have always followed sound and pragmatic business practices, rooted in developing, maintaining and strengthening relationships with customers... They listened to their customers and used their suggestions to improve the business. They provided great service and found ways to thank their clientele. Social media is really nothing more than the simple application of these business practices in a digital form. Manish Mehta - Dell
    5. 5. The Playing Field You’re all just users, so go native and respect the implicit contract - what do you exchange for your imposition?
    6. 6. Social Capital (Whuffie) Without it you lose connections... any recommendations you make are seen as spam
    7. 7. 2 Main Responsibilities For Businesses
    8. 8. 1. Engagement The only reward of virtue is virtue; the only way to have a friend is to be one. -Ralph Waldo Emerson 
    9. 9. 2. Content Creation ...with sharing as a goal. Social media isn’t broadcast media.
    10. 10. Advice...
    11. 11. 1. Set goals and have a strategy Facebook vs. LinkedIn vs. Twitter...
    12. 12. 2. Listen and learn the culture Cultural anthropology -> Participant observation
    13. 13. 3. Hustle and spend the time Rapport takes effort
    14. 14. 4. “Set and Forget” is worse than not trying Real Time is the new paradigm
    15. 15. 5. Be Flexible Facebook has 400,000,000 users... since 2004.
    16. 16. 6. Discover your metrics ROI isn’t clear cut. Count your conversations. Influence people.
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