Tuesday Sept 22, 2009 Rebecca Krause-Hardie AudienceWorks.com Blog arts.typepad.com Email krause@moonroad.com

Our Plan For This Session Why are you here today? A few core ideas about Social Media Social Media Conversation - Best Practices How to Find & Join Conversations On-Line: Q &A as we go along Don’t miss the 2nd session this afternoon “ Got Facebook – Now What?”

Why are you here today?

A few core ideas about Social Media

Social Media Conversation - Best Practices

How to Find & Join Conversations On-Line:

Q &A as we go along

Don’t miss the 2nd session this afternoon

“ Got Facebook – Now What?”

What is it about social media that works so well? It’s the passion & authenticity It’s about your relationships It’s about being real… It’s about transparency It’s about … “just doing it!” for example …

It’s the passion & authenticity

It’s about your relationships

It’s about being real…

It’s about transparency

It’s about … “just doing it!”

for example …

Like This Dance Video with 20 million views!

SO YOU THINK YOU CAN DANCE

Old Model of Communication One to Many Monologues My Org The same message to many recipients

Here’s the New Model of Communication

When we do, here’s what happens … Many to Many … Networked Conversations My Org

Social Media is all about building and sustaining relationships Personal Relationships that are informed by mutual awareness, trust, transparency, understanding, value and responsiveness

Personal Relationships

that are informed by mutual awareness, trust, transparency, understanding, value and responsiveness

Why should you invest in these networked personal relationships? Personal Referrals close at 75% Direct Mail Push Marketing 2-4% What’s the value of those relationships? The power is both positive and negative

Personal Referrals close at 75%

Direct Mail Push Marketing 2-4%

What’s the value of those relationships?

The power is both positive and negative

What are the core attributes of relationships? Flickr attribution Amit Gupta

trusting Flickr attribution opxphile

sharing Flickr attribution Andy Woo

being responsive Flickr attribution ClickFlashPhotos

valuing each other Flickr attribution avriette

even, OMG … giving away control! Flickr attribution kitchenkam The reason most organizations persist in their push marketing monologues with their patrons; they want to stay in control . All they give up … is turning their passionate patrons into powerful viral marketing machines … who will happily do it for free

The Currency of Social Capital Resources that we mutually invest in our human relationships, accumulate over time … becoming the basis of friendship Sharing Trusting Valuing Supporting Responding Note: It’s never about price. It’s about delivering sustained value … over time

Resources that we mutually invest in our human relationships, accumulate over time … becoming the basis of friendship

Sharing

Trusting

Valuing

Supporting

Responding

Conversations are happening everywhere! Your job is to listen, join them … and add value My Org

Conversations happen everywhere twitter My Org facebook blogs twitter

The Listening Plan Set up accounts Set up and test keywords Subscribe to feeds Refine our searches Share what we learn Do something with it

Set up accounts

Set up and test keywords

Subscribe to feeds

Refine our searches

Share what we learn

Do something with it

The Conversation Path Now, what do we need to get started?

Now, what do we need to get started?

Motivation & Intention “ Remember the motivation , I don't comment-because I want traffic. I comment because I have something meaningful to add to the conversation and I care about the topic. (Sploggers a/k/a spam bloggers comment to get traffic to their blog. Bloggers comment to converse.)"

“ Remember the motivation ,

I don't comment-because I want traffic.

I comment because I have something meaningful to add to the conversation and I care about the topic.

(Sploggers a/k/a spam bloggers comment to get traffic to their blog. Bloggers comment to converse.)"

Listening

Having a common language - understanding Listen before you leap… Be sensitive to the culture and context, and feeling of the community you are engaging with.

Listen before you leap…

Be sensitive to the culture and context, and feeling of the community you are engaging with.

Having a common language - understanding “ it is the matter of making assumptions, familiarity and respect, ethnocentrism (or technocentrism), and the matter of responsibility ” Chris Heuer

“ it is the matter of making assumptions, familiarity and respect, ethnocentrism (or technocentrism), and the matter of responsibility ”

Being Responsible and Making it Safe: The Magic Vest! “ I wore a vest that identified me as a staff person. It was blue. It was polyester. And It was a magic vest. “ What made it magic? When I slipped on the vest, I was suddenly identified as someone who was safe for strangers to talk to. Nina Simon

“ I wore a vest that identified me as a staff person. It was blue. It was polyester. And It was a magic vest.

“ What made it magic? When I slipped on the vest, I was suddenly identified as someone who was safe for strangers to talk to.

Adding Value - Geo-caching What did they say well? What did they miss? Answer questions What are other people saying? How does it apply to you? Imagine what could be done in the future Reflect on your personal experience Ask what if?” “ Read someone's blog post and start a conversation: Before you leave a comment, ask yourself: Beth Kanter

What did they say well?

What did they miss?

Answer questions

What are other people saying?

How does it apply to you?

Imagine what could be done in the future

Reflect on your personal experience

Ask what if?”

Adding Richness Commenting is the life blood of blogging and key to building a community They’re a way to get more minds into the story. They’re a way to annotate someone’s thoughts such that the ideas can take on another dimension. They're a way to establish authority in your content niche How does it apply to you? Beth Kanter

Commenting is the life blood of blogging and key to building a community

They’re a way to get more minds into the story.

They’re a way to annotate someone’s thoughts such that the ideas can take on another dimension.

They're a way to establish authority in your content niche

How does it apply to you?

Organizational Conversation Philosophy Blogs and Comments get legs … Don’t say anything on the blog that you wouldn’t want your grandmother, board chair, or major donor to read. Dealing with negative comments Having internal agreement about tone, content,etc. Don’t micro-manage the blogger - it needs to have a sense of spontaneity

Blogs and Comments get legs … Don’t say anything on the blog that you wouldn’t want your grandmother, board chair, or major donor to read.

Dealing with negative comments

Having internal agreement about tone, content,etc.

Don’t micro-manage the blogger - it needs to have a sense of spontaneity

Negativity

Supplies - tools

Supplies - talking points “ Give your ideas ‘handles’ - If others can take your ideas and run with them, they’re apt to comment on their gratitude, and/or their new variation on what you did. Encouraging that is a great way to build more conversations.” Chris Brogan

“ Give your ideas ‘handles’ - If others can take your ideas and run with them, they’re apt to comment on their gratitude, and/or their new variation on what you did. Encouraging that is a great way to build more conversations.”

Supplies - comments are sticky That can be both good and bad.

Supplies -Humor

Five Words Think about your best friend, now write down 5 words that talk about the quality of your conversations. Do That!

Think about your best friend, now write down 5 words that talk about the quality of your conversations.

Do That!

Joining Social Media Conversations (Turning the Megaphone Around) We begin by listening (divide up the turf) We think about how we can bring value, based on what we learn is needed We learn web etiquette - by listening to each network’s unique culture & voice We responsively cultivate relationships We learn together & share what we hear Then we jump back in together

We begin by listening (divide up the turf)

We think about how we can bring value, based on what we learn is needed

We learn web etiquette - by listening to each network’s unique culture & voice

We responsively cultivate relationships

We learn together & share what we hear

Then we jump back in together

Where & how we listen is important Culture social sites Google searches Facebook De.licio.us Subscribe to blogs Subscribe to ‘alerts’ Subscribe to ‘feeds’ of keywords For example...

Culture social sites

Google searches

Facebook

De.licio.us

Subscribe to blogs

Subscribe to ‘alerts’

Subscribe to ‘feeds’ of keywords

For example...

Culture Sites: Yelp

Culture Sites: Upcoming

Culture Sites: Eventful

Listening Tactics – Step by Step Set up accounts Set up & test keywords Subscribe to feeds Refine your searches Share what you learn Apply & jump back in

Set up accounts

Set up & test keywords

Subscribe to feeds

Refine your searches

Share what you learn

Apply & jump back in

These Listening Tools will do much of the work for you Setting up ‘feeds ’ with Google Reader Google alerts Del.icio.us Twitter search Technorati search

Setting up ‘feeds ’ with Google Reader

Google alerts

Del.icio.us

Twitter search

Technorati search

Google - Aggregator Central

Google Reader - Your Dashboard

Google Reader

Subscribing to blogs

Adding a Blog ‘feed’ to Google Reader

Google Reader - Setting up Alerts

http://www.google.com/alerts

http://www.google.com/alerts

Google Alert Feeds

Google Alerts Feed

Test with Google Search

Google Dance Blog Search

Google Groups

Google Groups Search

Google Groups City Center: Fall for Dance

Subscribe to Group Feeds

Using Google PageRank : Do you know who is linking to you?

Technorati - Blog Search & Ranking Use the subscribe button to add to your reader Note the authority ranking

Use the subscribe button to add to your reader

Note the authority ranking

Subscribing to Technorati Search Feed

Del.icio.us Search

How many others value this link

Find out who else is tracking Dance tags

Use Del.icio.us Search - to help you identify keywords (tags)

Twitter Search

Put your learning to work - together What are you learning? What is the business value to you & to them? Who needs to hear this? How will you respond? Listening is for the entire organization, everyone owns & has a piece of it

What are you learning?

What is the business value to you & to them?

Who needs to hear this?

How will you respond?

Listening is for the entire organization, everyone owns & has a piece of it

Fail early and often! (Remember Yoda, “No Try … Just Do”)

Next Steps Micro Stuff Spend 30 minutes a day listening, refining your feeds, learning Every day, read 5 posts, read the comments Click on the links for the comments you find interesting, and find out more about those people Look at the blog rolls on blogs you like

Micro Stuff

Spend 30 minutes a day listening, refining your feeds, learning

Every day, read 5 posts, read the comments

Click on the links for the comments you find interesting, and find out more about those people

Look at the blog rolls on blogs you like

And remember… It’s all about investing in relationships!

It’s all about investing in relationships!

Thank You! Rebecca Krause-Hardie Blog arts.typepad.com Email krause @moonroad.com Twitter @arkrausehardie Facebook facebook.com/krausehardie Flickr flickr.com audienceworks Delicious Delicious.com/audienceworks

Rebecca Krause-Hardie

Blog arts.typepad.com

Email krause @moonroad.com

Twitter @arkrausehardie

Facebook facebook.com/krausehardie

Flickr flickr.com audienceworks

Delicious Delicious.com/audienceworks