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Presentation given at the Philanthrofest Community Engagement Institute

Presentation given at the Philanthrofest Community Engagement Institute

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Ignite Your Social Media - Philanthrofest presentation Ignite Your Social Media - Philanthrofest presentation Presentation Transcript

  • Ignite Your Social MediaPhilanthrofest Miami Community Engagement Institute, February 8, 2013 Alex de Carvalho ● @alexdc ● alex@alexdc.org
  • Agenda✤ Intro✤ Concepts✤ Implementation✤ Tips & Tools
  • I create spaces for individuals,companies, and brands to connect
  • I’m just a socialmedia user ... and not a guru, expert, or swami*! (*The only Suomi in me is from my Finnish heritage)
  • Social Media Club of South Florida Established September 2008 - Over 2,500 members - Monthly meetups average 100 participants - Expand media literacy - Share lessons learned - Adopt industry standards - Promote ethical practices http://facebook.com/groups/SMCSF
  • BarCamp Miami- Web and new media “un”conference- Over 1,600 have attended five events- Next one: May 2013 http://barcampmiami.org
  • RefreshMiami: new media community - South Florida’s largest web and new media community - Established March 2006 - Over 2,500 members - Monthly meetups average 150 participants http://refreshmiami.org
  • Securingthe ClicksNetwork Securityin the Age ofSocial Media
  • Social media is present in your marketing mix whether you like it or not
  • Concepts
  • Don’t Pitch Me, Bro!
  • from Traditional Media ... ... to Social MediaInstitutional Mediation Distributed Mediation • Editing Process • Self-editing • Publishing Process • Updating, Sharing, Participating • Time and Space Constraints • No Deadlines or Space Limitations • Professionals with Degrees • Amateurs with Time Broadcasting Engaging Communities TV Social Networks Podcasts Print My Blog Radio Forums Wikis Individual Consumption Social Consumption
  • markets are conversations
  • This is not a conversation
  • Interruption marketing
  • Traditional marketers broadcast “crafted” messages
  • How traditional marketers see us
  • They keep pitching us!
  • they might as well talk to the hand
  • we’re besieged by ads!
  • ... unsolicited commercial messages
  • Peripheral Vision
  • “People don’t just connect to each other.They connect through a shared object.” -­‐  Jyri  Engestrom  
  • Text Text“So ... what’s the scuttlebutt?”
  • We have shared interests It’s the reason we speak to each other and not someone else
  • social object
  • We can create social objects The market for shared experiences is inexhaustible
  • The social object is the reason twopeople are talking to each other asopposed to talking to someone else.
  • Implementation
  • Are you listening?
  • ... Are you listening? What are people discussing? Who’s doing the talking? Is the content accurate? What are they passionate about? Can you identify relationships and communities? Are they meeting up in the real world?
  • http://wiki.kenburbary.com/
  • You’ll be amazed at what you’ll find out ...
  • Framework for social media implementation Research •  Audit of current state •  Competitive landscape •  Listening & monitoring Strategy Measurement •  Planning •  Metrics Goals •  Roadmap •  Analysis •  Resources •  Optimization •  Policies •  Processes Implementation •  Community management •  Content marketing •  Outreach & engagement •  Marketing & comms support •  Media buys © Alex de Carvalho
  • Establish outposts on social networks 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. Thats where the fish are.
  • The Social Media Starfish Robert Scoble
  • 90 - 9 - 1 rule of social participation“In social groups, some people actively participate more than others… Social participation tends to follow a 90-9-1 rule where:”
  • A single user may affect or “infect” many others
  • When listening, quality counts, not quantity
  • When quality becomes quantity David Armano
  • Transform Your Business by Being Remarkable Seth Godin
  • Branding
  • Lots of cows ...
  • Become the purple cow
  • The online objective Influence Authority Reputation Identity Credibility © Alex de Carvalho Presence
  • Content and connection strategies✤ Find your core and connect✤ Ask big questions✤ Open the side door: “The Making Of” & “B-Roll”✤ It’s about your constituents, not you: provide support✤ People love a good story✤ Use outside voices: videos and interviews✤ Be real and be yourself
  • Tips & Tools
  • google.com/alerts
  • google.com/reader
  • tweetdeck.com
  • bufferapp.com
  • shareaholic.com/
  • scribefire.com
  • • Create a Google+ Page• Establish Authorship• Claim Google Place• Get +1’s
  • Embrace your inner geek
  • http://blog.getsatisfaction.com/2011/01/24/community-manager/
  • Hiring someone or an agency?✤ Understand demographics✤ Create a centralized platform✤ Research the social presence✤ Research work and brand examples✤ Find the agency’s employees on Twitter✤ Search, don’t just screen✤ Build trust✤ Allocate time
  • We can leverage social media to buildreal bridges between communities, by:✤ Engaging people around topics of interest and encouraging them to collaborate and to develop communities✤ Empowering people to use technologies to assist in improving their lives✤ Open sharing of experiences, information and knowledge✤ Developing cultures of transparency, inclusiveness, and innovation✤ Localisation: local content creation, local resource distribution, local awareness development, local knowledge transfer, local solution development
  • Photo Credits - Creative Commons✦ Swami http://www.flickr.com/photos/boskizzi/12103933/✦ Marketing mix http://www.flickr.com/photos/luc/1824234195/✦ Birsay cow http://www.flickr.com/photos/jamesm/1074197357/✦ Country living http://www.flickr.com/photos/sentrawoods/3473586209/✦ 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/✦ 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/✦ community manager http://www.flickr.com/photos/celesteh/397931208/✦ volume http://www.flickr.com/photos/john/10196037/✦ india water http://www.flickr.com/photos/t4deux/3442829950/✦ pickup game - basketball http://www.flickr.com/photos/robinzeggs/141674593✦ jellybeans http://www.flickr.com/photos/jspad/450848498/✦ Any omissions in attribution are unintentional and will be fixed if and when they’re pointed out
  • Ignite Your Social MediaPhilanthrofest Miami Community Engagement Institute, February 8, 2013 Alex de Carvalho ● @alexdc ● alex@alexdc.org