Simplifying Social Media. For Research, Connection & Differentiation

Simplifying Social Media. For Research, Connection & Differentiation Right Management Meeting Christine B. Whittemore 5/10/10

Simplifying Social Media
Social media overview
The tools available
Examples

Social Media Overview

Social Media Overview
What is Social Media ?
Why all the fuss?

What is Social Media? Markets are conversations.

John Jantsch/Duct Tape Marketing

Conversations
Take place between PEOPLE

Social Conversations Use Tools Like…

Digital Social Tools and Platforms Easy to use Mostly free Means to an end Facilitate conversation with people and build trust Represent…

Social Media Revolution http://www.youtube.com/watch?v=lFZ0z5Fm-Ng

How is it affecting us?
It affects all of us
Consumer, professional, researcher, networker, job searcher, consultant
It isn’t going away!
It strengthens connections between people
People are searching for greater connection, authenticity and relevance with other people

Digital Visibility is Critical!
The paradox of existence
If you have a physical presence, but can’t be found online, do you exist?
Your laptop
Your gateway to the world
Your passport to existence!

The Breakup http://www.youtube.com/watch?v=RZDXfB0Rd4Q The Breakup http://www.youtube.com/watch?v=RZDXfB0Rd4Q

Change in Business Landscape
Consumer access to information
Lack of trust
Open vs. closed organizations
Era of frugality  simplify
Community
http:// www.askapatient.com /
http:// www.medhelp.org /
http://www.patientslikeme.com/
http:// exchanges.webmd.com/default.htm ?

Many Tools Available To research To connect To differentiate

Research
Google and other search engines
Blogs/Alltop
Twitter search/Bing
YouTube
Slideshare
LinkedIn – Follow feature
Photos: Flickr
Facebook Fan Pages
Delicious for bookmarks
Twitter for trending articles and links
Did you know? Journalists find story leads on Twitter. Hospitals use Social Media, too.

Connect
Build networks
Focus on quality and relevance
Explore their connections
Facebook, Twitter followers, Twitter lists, Blogrolls
Read, comment, interact
Note rules of engagement
Tweetups, meetups, Tweet Chats

Differentiate
Via Blogs, Facebook, Twitter, LinkedIin
Identify issues affecting potential employers or customers; develop solutions as a result of conversation
Use collaboration tools to interact
DimDim, Yugma, Skype
Tweetchats
Google Calendars & Docs

Research: Start “Listening”
Find search terms of interest
Start with broad terms
Refine them as you obtain more information
Enter them into a search engine
Google blog search
Blog pulse - http://blogpulse.com/
Twitter search

Listening Means
Reading and absorbing how people interact
Blogposts
Comments
Tweets
Reviews
Hearing what others say about you, brand, company, industry, relevant terms…

Set Up Google Alerts
Go to www. google .com / alerts
Your name
Your website
Brand names
Company names
Keywords & phrases
Key competitors

Do You Follow Blogs?
Web-log:
An online journal with frequent articles on related subjects
Most recent post first
Searchable
Comments
A self-publishing platform

Blogs: Valuable Resources
Check out the sidebar
Links to relevant resources, references
Subscription mechanism
Info about author[s]
A vibrant source of cutting edge thinking on topics of interest to you
Resources to explore further and people to connect with

Who Reads Blogs?
Per e-Marketer:
2007: 50% of US Internet population read blogs monthly
36% weekly
2012: projected to increase to 67%

What Makes a Blog Credible?
How old and how active is the blog?
Do you see information ‘about’ the blog and author
A picture of the author
How well written is it?
Is the content relevant?
Are other sources cited?
What about the sidebar?

When You Identify Blogs of Interest:
Subscribe to them!
RSS in a ‘feedreader’
Google reader
Bloglines
Email updates
Read the updates
Comment

How To Subscribe
Go to: http://flooringtheconsumer.blogspot.com
On right hand column, see 
Enter email
Transcription popup window
Look for confirmation email
Open confirmation email
Click on link within
You are verified!
New postings emailed directly to you

Explore Google

Experiment With Google

What Does Google Say About…

Explore BlogPulse

Explore AllTop
Visit http://alltop.com
An aggregator of all the top news, blogs, etc.

Explore Technorati
Technorati - http:// technorati.com
Tracks blogs around the world
Associates “authority” based on links from other blogs with authority
The higher the number, the greater the authority
Credibility comes from authority

What Is Twitter?
Micro-blogging platform
140 characters or less
http://twitter.com
Source of quick breaking observations & interactions
Brands
Keywords
Conferences

Twitter Profile

Your Twitter.com Home Page

How Best to Use Twitter?
Create an account
Start following people
Note @Twitter handles of interest from blogs
Search: http://search.twitter.com with keywords or brand names
Observe and listen to Tweets

Twitter Search

Bing.com/twitter

What To Look For?
Name, Photo, Contact information
Quality of the tweets
RT
@ responses
Keywords
Check out who others are following
Consider following some of them

Check Out
Twitter Reference Tools
Twitter Yellow Pages, i.e., Twellow .
Or, explore WeFollow
Look for publications of interest
[NYT, NPR…]
Observe how people interact
Notice ‘tinyurls’
Compressed website URLs

Twellow: www.twellow.com

WeFollow: wefollow.com

URL Compressor: http://bit.ly/

Useful Twitter Tools
TweetDeck
Search on ‘#’ topics, conferences, …
Twitter search
TwellowHood
Tweetups
Meetup
Twtvite

TweetDeck: Dowload to Desktop

TwellowHood: www.twellow.com/twellowhood/

Meetups & Tweetups

More Advanced Twitter Tools
Create a Twitter RSS feed for specific search terms
TweetBeep.com
Google alerts for Twitter
TwitPic.com
To upload photo links
Twitter Chats

TweetBeep

TwitPic

Twitter Chats http://spreadsheets.google.com/ccc?key=0AhisaMy5TGiwcnVhejNHWnZlT3NvWFVPT3Q4NkIzQVE&hl=en&ui=2#gid=0

Advanced Search
Twitter + Google
Target by occupation
Target by bio
Target by location
Keep up on an industry
Competitive eavesdrop
Find trending photos
Source: John Jantsch, DuctTapeMarketing, http://www.ducttapemarketing.com/blog/2010/03/22/7-insanely-useful-ways-to-search-twitter-for-marketing/

Occupation Search
Google Search: intitle:”attorney * on twitter” site:twitter.com

Bio Search
Google Search: intext:”bio * web designer” site:twitter.com

Twitter Search: “Near:City within:25mi”

Keep Up On Industry
Twitter search: “small business” OR entrepreneur OR “start up” filter:links

Competitive Eavesdropping
Twitter search: from:comcastcares OR to:comcastcares

Trending Photos
Twitter search: olympics twitpic OR ow.ly

Twitter Etiquette Basics
If someone follows you, return the courtesy – if appropriate
No hard sell
Give back and offer value
Complete your profile
Add a photo
Add a url and bio

Remember:
Authenticity matters
Don’t pretend to be someone you aren’t
Transparency is key
When in doubt, disclose
Must be willing to enter into conversation and be there for the long haul
Online reputation building
Like being invited into someone’s home

Social Media In Action Examples

Laura Gainor
http://www.slideshare.net/LauraGainor/laura-gainor-utilizing-social-media
http://cometbranding.com/blog/laura-gainor-utilizing-social-media-hired-at-comet-branding/

Absolutely Abby

Social Steve

Ideas….
Use your job search as a reason to explore/experiment with these tools
What value might they offer potential employers?
Create an email campaign to share what you learn:
‘ what’s in it for them?’
Social Steve  LinkedIn

Follow happenings at conferences with #mpb2b, #coverings2010… http://search.twitter.com http://wthashtag.com

Integrate Your Efforts
Update LinkedIn profile regularly with links to articles relevant to your industry/search
Post to Twitter
Document your professional journey on Facebook
Photos, articles, notes, events

Start Participating…
Comment on blogs
Interact on Twitter
Answer LinkedIn questions
Join groups and participate
Beware of code of conduct
Offer value
Think of others first & don’t spam!
When in doubt, observe before rushing in

Social Media Enables Conversations
Listen to the marketplace
Find and express your voice
Contribute to the shaping of ideas
Reinvent yourself
Discover a rich, vibrant, intelligent community of passionate thinkers
Connect with people
Participate in conversation with them

Last Thoughts
Manage your time
Have a goal in mind
Quality matters over quantity
Have fun!

Who Am I?
Social Media Marketing veteran [since ’06]
Marketing to women & the retail experience
Marketing with social media
MarketingProfs contributor
White Paper:
“ A Firsthand Tale of Adopting Web 2.0 Technology to Build Brand ”
E-Book:
“ Social Media’s Collective Wisdom: Simplifying Social Media Marketing ”

My Marketing Blogs
Flooring The Consumer weblog
http://flooringtheconsumer.blogspot.com
Launched June 2006
AdAge Power 150 Marketing Blog
Simple Marketing Blog
http:// SimpleMarketingBlog.com
Launched March 2009
Marketing with social media

Questions?

Will You Assess This Seminar?
Was this valuable?
What did you like most?
Would you recommend it to a friend?
What would you say?
What is most important idea you learned?
What will you put into action immediately?
What do you want to know more about?
Your email address for more information.

Contact Information:
Christine B. Whittemore, Chief Simplifier
Simple Marketing Now LLC
cbwhittemore [at] SimpleMarketingNow.com
Tel: 973-283-2424
http://SimpleMarketingNow.com & http://SimpleMarketingBlog.com

Thank You!

Simplifying Social Media. For Research, Connection & Differentiation

by Simple Marketing Now LLC on May 13, 2010

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