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 activity
http://startpr.com
5. 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
6. 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
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 practices
http://socialmediaclubsf.org
8. Topics
Introduction
✤
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.flickr.com/photos/gustavog/9708628/
10. Wikipedia is a social media ... let’s
look here for a definition
11. TOOLS for sharing and discussing
Tools Activities
social
media
Interaction
13. INTERACTION that builds
shared meaning among communities, as
people share their stories and experiences
Tools Activities
social
media
Interaction
14. Through social media,
people build their online ...
• Presence
• Credibility
• Identity
• Authority
• Reputation
• Influence
15. Traditional media
Newspapers
Magazines
Television
Radio
Books
CDs
DVDs
A box of photos
Physical, paper mail and catalogs
Yellow Pages
16. Digital media
Cellphones
Compact disc
Digital video
Digital television
e-book
Internet
Minidisc
Video games
17. Social media
Blogging
Social Networking
Wikis
Bookmarking
Photosharing
Calendaring
Tagging
Podcasting
Microblogging
18. 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 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 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/
19. Topics
Introduction
✤
What is Social Media?
✤
Creating Identity and Brand online
✤
Community outreach, engagement ... and marketing
✤
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.html
From 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 to
brand yourself professionally
online
Note: your online identity works for you 24/7
24. 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
25. Axiom #1:
your social profiles online and
the stuff you publish
will attract new
connections and opportunities
29. network of associations
Gain
moon
Tide All
ocean
Fab
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 associations
people
content
You people
content
people
content
31. this is how people find you online
podcasts blogs
blog posts
social
socnets
video
profiles
You online
avatars photos communities
virtual
tags
lifestream worlds
online
comments presence
32. 1. what defines you?
reputation
work experience
passions
education
sports hobbies
relationships
geography thoughts
associations
groups
desires
community work other activities
travel pets
(now and in the future)
33. 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
34. 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
36. think of social networks this way:
The Social Media Starfish
Robert Scoble
http://www.flickr.com/photos/dbarefoot/1814873464/
37. or think of them as a “Conversation Prism”
Brian Solis
http://www.briansolis.com/2008/08/introducing-conversation-prism.html
38. 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
40. Axiom #2:
“People don’t 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 allow
people to socialize around objects”
Flickr YouTube Del.icio.us
“Think about objects as the reason why
people get in touch with each other”
Jyri Engestrom
http://www.zengestrom.com/
42. the same social network as before, showing
how people have connected by interests
Graph: GustavoG
http://www.flickr.com/photos/gustavog/4499404/in/set-113313
43. Axiom #3:
People you don’t know well
will you open more doors for you
than your closest friends and family
44. 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.
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 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
48. 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!
49. a few words on writing for the web
most importantly: listen first
✤
you are part of a community
✤
say LESS people skim so keep it short
✤ ✤
front-load: inverted pyramid important content at the top
✤ ✤
clear headlines and headings make it easy for people
✤ ✤
be factual, not cryptic unless it’s fiction
✤ ✤
establish trust provide context
✤ ✤
use active voice passive voice is to be avoided
✤ ✤
pay attention to netiquette, be gracious
✤ ✤
culture, tone of voice
52. don’t 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 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
quot;All Rights Reservedquot; to quot;Some Rights Reserved.quot;
We're a nonprofit organization. Everything we do — including the
software we create — is free.
http://creativecommons.org/
55.
56. 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
57. 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”
✤
58. 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
✤
Text
Text
real interaction and
communication, or even just
“phatic” communication
59. Topics
Introduction
✤
What is Social Media?
✤
Creating Identity and Brand online
✤
Community outreach, engagement ... and marketing
✤
60. THE ONLINE OBJECTIVE
Influence
Authority
p
to
e
Reputation
th
to
se
Identity
Ri
Credibility
Presence
61. Markets are conversations
Hugh 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
62. Think of advertising in general
http://thoughtnow.blogspot.com/2006/04/nyc-and-automobiles.html
84. Axiom #5
quot;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.quot;
-Peter Kim
Forrester Research
http://www.adweek.com/aw/content_display/news/digital/e3i5dab627a6e5e9f670fe61aa2512a7514?pn=1
86. 1. Become or hire a community manager
1.a) Also, train your colleagues
87. 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
89. 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?
✤
90. Listen: track your mentions
online brand monitoring / South Florida startup
http://startpr.com