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Description of South Florida\'s tech community and an introduction to Social Media

Description of South Florida\'s tech community and an introduction to Social Media

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  • 1. Social media ... DMAF Orlando November 2008 Alex de Carvalho alex@alexdc.org
  • 2. Remember that fast-talking FedEx guy? I can’t speed talk, but I’ll try to do 60 slides in 10 minutes! http://www.youtube.com/watch?v=NeK5ZjtpO-M
  • 3. How we’ll spend the next 10 minutes: About South Florida’s Web and New Media community What is social media? 5 quick tips
  • 4. About me http://alexdc.org http://alexdc.org/wiki http://twitter.com/alexdc
  • 5. 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
  • 6. RefreshMiami: new media community - South Florida’s web and new media community - Established March 2006 - Over 500 members - Monthly meetups http://refreshmiami.org
  • 7. BarCampMiami: web community - Third web and new media “un”conference - February 22nd 2009, just before the Future of Web Apps conference - Over 250 participants expected - Free conference supported by company sponsorships http://barcampmiami.org
  • 8. SMCSF: social media community 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
  • 9. Enough blah blah blah, Alex ... What is social media?
  • 10. Wikipedia is a social media, so let’s look there for a definition ...
  • 11. tools for sharing and discussing Tools Activities social media Interaction
  • 12. activities that integrate technology and social interaction 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. Graph: GustavoG http://www.flickr.com/photos/gustavog/9708628/
  • 16. David Armano
  • 17. Traditional media Newspapers Magazines Television Radio Books CDs DVDs A box of photos Physical, paper mail and catalogs Yellow Pages
  • 18. Digital media Cellphones Compact disc Digital video Digital television e-book Internet Minidisc Video game World Wide Web and many interactive media
  • 19. Social media Blogging Social Networking Wikis Bookmarking Photosharing Calendaring Tagging Podcasting Microblogging
  • 20. The Conversation Prism http://www.briansolis.com/2008/08/introducing-conversation-prism.html
  • 21. adecarvalho’s tags on del.icio.us
  • 22. alexdecarvalho’s photos on Flickr
  • 23. @alexdc’s conversations on Twitter
  • 24. 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 stuff 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/
  • 25. ok, but what’s that got to do with my company?
  • 26. Markets are conversations Hugh McLeod X is the membrane between your internal conversation, A, and what your customers are saying about you, B http://www.gapingvoid.com/Moveable_Type/archives/001607.html
  • 27. Think of advertising in general http://thoughtnow.blogspot.com/2006/04/nyc-and-automobiles.html
  • 28. Interruption marketing
  • 29. How advertisers see us
  • 30. Most of advertising is really not that different from ... http://thoughtnow.blogspot.com/2006/04/nyc-and-automobiles.html
  • 31. ... unsolicited commercial messages
  • 32. advertisers might as well talk to the hand
  • 33. because we’re besieged by ads! (and not even my cat likes spam)
  • 34. do you see the membrane? http://thoughtnow.blogspot.com/2006/04/nyc-and-automobiles.html
  • 35. break down that wall or membrane between your company and your customers
  • 36. Jeep’s website
  • 37. links to social networks on Jeep’s website
  • 38. active community of Jeep aficionados on Flickr http://www.flickr.com/groups/jeepexperience/
  • 39. markets are conversations
  • 40. A brand is the collective consumer concept of a company. Logos are just brand identification.
  • 41. Peter Kim, Forrester Research 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; -ADWEEK, July 2008 http://www.adweek.com/aw/content_display/news/digital/e3i5dab627a6e5e9f670fe61aa2512a7514?pn=1
  • 42. http://www.slideshare.net/absolutesubzero/community-management
  • 43. 1. Become or hire a community manager 1.a) Also, train your colleagues
  • 44. 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
  • 45. 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
  • 46. The Conversation Prism http://www.briansolis.com/2008/08/introducing-conversation-prism.html
  • 47. 3. Listen
  • 48. 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?
  • 49. Listen: track your mentions online brand monitoring / South Florida startup http://startpr.com
  • 50. Listen: monitor your brand(s) http://startpr.com
  • 51. What should I track? • Key employees • Company name and URL • Competitors • Product and service names • Brands • Keywords • Trends
  • 52. You may be amazed at what you’ll find out ...
  • 53. Listen, then manage and react to conversations http://startpr.com
  • 54. 4. Measure and count individual units, not just agreggate results
  • 55. 5. Learn from others
  • 56. http://www.zappos.com/tribal.zhtml
  • 57. Thank you :) DMAF November 2008 Alex de Carvalho alex@alexdc.org
  • 58. photo credits 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/ web 2.0 logos http://www.flickr.com/photos/94291223@N00/122881874/ conversation prism http://www.flickr.com/photos/50698336@N00/2735401175/ 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/ billboard man http://www.flickr.com/photos/51363629@N00/96643546 yeehaw http://www.flickr.com/photos/61654243@N00/444844788/ jelly beans http://www.flickr.com/photos/jspad/450848498/ community manager http://www.flickr.com/photos/celesteh/397931208/

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