Charting the Social Media Landscape: A Roadmap  for Business Success Presented by Ellen Petry Leanse International Foodser...
Hi. I’m Ellen. Charting the Social Media Landscape
Hi. I’m Ellen. Charting the Social Media Landscape
Hi. I’m Ellen. Charting the Social Media Landscape
Hi. I’m Ellen. Charting the Social Media Landscape
Hi. I’m Ellen. Charting the Social Media Landscape
Hi. I’m Ellen. Charting the Social Media Landscape
Hi. I’m Ellen. Charting the Social Media Landscape
Hi. I’m Ellen. Charting the Social Media Landscape
Hi. I’m Ellen. Charting the Social Media Landscape
Hi. I’m Ellen. Charting the Social Media Landscape
Hi. I’m Ellen. Charting the Social Media Landscape Even though we haven’t met, my online presence helps you learn a lot ab...
Charting the Social Media Landscape 1. Online Presence Happens. Charting the Social Media Landscape
1. Online Presence Happens. Charting the Social Media Landscape
1. Online Presence Happens. Charting the Social Media Landscape This isn’t new. If the “online world” is our new village, ...
1. Online Presence Happens. Charting the Social Media Landscape This isn’t new. If the “online world” is our new village, ...
1. Online Presence Happens. Charting the Social Media Landscape This isn’t new. If the “online world” is our new village, ...
1. Online Presence Happens. Charting the Social Media Landscape Bigger and Better than Ever.  The “grid” created by social...
1. Online Presence Happens. Charting the Social Media Landscape Bigger and Better than Ever.  And it allows us to “amplify...
2. What are these Technologies? Charting the Social Media Landscape
2. What are these Technologies? Charting the Social Media Landscape
2. What are these Technologies? Charting the Social Media Landscape
2. What are these Technologies? Charting the Social Media Landscape
2. What are these Technologies? Charting the Social Media Landscape no business in known history has grown as quickly as F...
2. What are these Technologies? Charting the Social Media Landscape 100  million   users…and counting has grown by up to  ...
2. What are these Technologies? Charting the Social Media Landscape how many of those are  your customers?
2. What are these Technologies? Charting the Social Media Landscape groundbreaking   overwhelming remove friction from the...
2. What are these Technologies? Charting the Social Media Landscape how will you ever find your way?
3. Charting the Social Media Landscape Charting the Social Media Landscape <ul><li>Accept that it is too big to resist.  <...
3. Charting the Social Media Landscape Charting the Social Media Landscape Break Social Media down into bite-sized portion...
3. Charting the Social Media Landscape Charting the Social Media Landscape Break Social Media down into bite-sized portion...
3. Charting the Social Media Landscape Charting the Social Media Landscape 1. Blogging.  1)  (per Wikipedia): Contraction ...
3. Charting the Social Media Landscape Charting the Social Media Landscape 2. Blasting. <ul><li>1)  “Microblogging,” or us...
3. Charting the Social Media Landscape Charting the Social Media Landscape 2. Building community. <ul><li>1)  Establishing...
3. Charting the Social Media Landscape Charting the Social Media Landscape 4. Let’s take a look. <ul><li>1)  “Tour de Blog...
3. Charting the Social Media Landscape Charting the Social Media Landscape DEMO
3. Charting the Social Media Landscape Charting the Social Media Landscape a. Choose a few. Choose wisely. <ul><li>1)  One...
4. Succeeding in Social Media Charting the Social Media Landscape b. Trust the long-term horizon.  <ul><li>1)  Start with ...
4. Succeeding in Social Media Charting the Social Media Landscape c. Establish expertise and build trust.  <ul><li>1)  Sha...
4. Succeeding in Social Media Charting the Social Media Landscape d. Stay committed to the course.  <ul><li>1)  Be patient...
4. Succeeding in Social Media Charting the Social Media Landscape e. Reap, share and renew the benefits. <ul><li>1)  Mobil...
4. Succeeding in Social Media Charting the Social Media Landscape f. Work with a buddy…or a few. <ul><li>1)  Consider a ne...
4. Succeeding in Social Media Charting the Social Media Landscape f. Why not get started?  <ul><li>1)  Manage time…but don...
5. One more thing.  Charting the Social Media Landscape a. Social media builds competitive advantage.  <ul><li>1)  Busines...
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An overview of social media and its potential in building business.

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    1. 1. Charting the Social Media Landscape: A Roadmap for Business Success Presented by Ellen Petry Leanse International Foodservice Editorial Council Monday, November 3, 2008
    2. 2. Hi. I’m Ellen. Charting the Social Media Landscape
    3. 3. Hi. I’m Ellen. Charting the Social Media Landscape
    4. 4. Hi. I’m Ellen. Charting the Social Media Landscape
    5. 5. Hi. I’m Ellen. Charting the Social Media Landscape
    6. 6. Hi. I’m Ellen. Charting the Social Media Landscape
    7. 7. Hi. I’m Ellen. Charting the Social Media Landscape
    8. 8. Hi. I’m Ellen. Charting the Social Media Landscape
    9. 9. Hi. I’m Ellen. Charting the Social Media Landscape
    10. 10. Hi. I’m Ellen. Charting the Social Media Landscape
    11. 11. Hi. I’m Ellen. Charting the Social Media Landscape
    12. 12. Hi. I’m Ellen. Charting the Social Media Landscape Even though we haven’t met, my online presence helps you learn a lot about me. This is true whether I take control of that or not. “Online presence happens.” Everything I do online, I must do with a mind to permanence, privacy and personal branding. All of this can work against you, not work at all, or work for you , in ways more relevant to your business than you might have imagined. Let’s take a look at how.
    13. 13. Charting the Social Media Landscape 1. Online Presence Happens. Charting the Social Media Landscape
    14. 14. 1. Online Presence Happens. Charting the Social Media Landscape
    15. 15. 1. Online Presence Happens. Charting the Social Media Landscape This isn’t new. If the “online world” is our new village, social technologies continue in a timeless human tradition of finding better ways to communicate.
    16. 16. 1. Online Presence Happens. Charting the Social Media Landscape This isn’t new. If the “online world” is our new village, social technologies continue in a timeless human tradition of finding better ways to communicate.
    17. 17. 1. Online Presence Happens. Charting the Social Media Landscape This isn’t new. If the “online world” is our new village, social technologies continue in a timeless human tradition of finding better ways to communicate.
    18. 18. 1. Online Presence Happens. Charting the Social Media Landscape Bigger and Better than Ever. The “grid” created by social technologies extends our reach and allows us to create connections and affinity circles more accurately and expansively than ever before.
    19. 19. 1. Online Presence Happens. Charting the Social Media Landscape Bigger and Better than Ever. And it allows us to “amplify” the impact of our actions across larger groups and communities that have been practically available to us before.
    20. 20. 2. What are these Technologies? Charting the Social Media Landscape
    21. 21. 2. What are these Technologies? Charting the Social Media Landscape
    22. 22. 2. What are these Technologies? Charting the Social Media Landscape
    23. 23. 2. What are these Technologies? Charting the Social Media Landscape
    24. 24. 2. What are these Technologies? Charting the Social Media Landscape no business in known history has grown as quickly as Facebook
    25. 25. 2. What are these Technologies? Charting the Social Media Landscape 100 million users…and counting has grown by up to 250,000 members/da y that’s 10,000 per hour … or 173 per minute Facebook alone has…
    26. 26. 2. What are these Technologies? Charting the Social Media Landscape how many of those are your customers?
    27. 27. 2. What are these Technologies? Charting the Social Media Landscape groundbreaking overwhelming remove friction from the way I do business best technology tools ever make me feel left behind powerful impossible to navigate able to outpace traditional media how will I get access?
    28. 28. 2. What are these Technologies? Charting the Social Media Landscape how will you ever find your way?
    29. 29. 3. Charting the Social Media Landscape Charting the Social Media Landscape <ul><li>Accept that it is too big to resist. </li></ul><ul><li>Acknowledge that it has an inarguable impact on your business. If you are not embracing social media, your competitor is. </li></ul><ul><li>Know that you are in good company: businesses of all sizes are shifting resources from traditional to social media. </li></ul><ul><li>If you can’t beat ‘em, join ‘em . </li></ul>
    30. 30. 3. Charting the Social Media Landscape Charting the Social Media Landscape Break Social Media down into bite-sized portions. Create a plan.
    31. 31. 3. Charting the Social Media Landscape Charting the Social Media Landscape Break Social Media down into bite-sized portions. <ul><li>Blogging </li></ul><ul><li>Blasting </li></ul><ul><li>Building community </li></ul>
    32. 32. 3. Charting the Social Media Landscape Charting the Social Media Landscape 1. Blogging. 1) (per Wikipedia): Contraction of the term “Web log.” A Web site, usually maintained by an individual, with regular entries of commentary, descriptions of events, or other material such as graphics or video. 2) On-line publishing of content focused on personal expertise, opinions, or information, with the goal of engaging an audience and encouraging conversation. 3) A low-cost and relatively easy way to establish your online presence and begin generating and sharing content that can showcase your professional expertise.
    33. 33. 3. Charting the Social Media Landscape Charting the Social Media Landscape 2. Blasting. <ul><li>1) “Microblogging,” or using short-format mini-posts to frequently send short messages, often containing urls, to established audiences, with the hope of a “ripple effect” allowing larger audiences to notice, join in. </li></ul><ul><li>Commenting, or establishing a conversational presence on existing high-reach online media (specifically, blogs or social media sites) in order to gain visibility to new audiences through the network effect </li></ul><ul><li>Works best when used to point interested parties to a “consolidator,” </li></ul><ul><li>such as your own Web site, blog, social network profile, which should </li></ul><ul><li>then, in turn, showcase the mix of your various online personas </li></ul>
    34. 34. 3. Charting the Social Media Landscape Charting the Social Media Landscape 2. Building community. <ul><li>1) Establishing yourself as a trusted source through creating and curating a central online presence on a dedicated Web site, blog, or (increasingly) social networking site. </li></ul><ul><li>By definition: intentional, conversational, open and respectful. </li></ul><ul><li>As central to business success as any real-world network…and as important to build carefully, maintain equitably, and view with the long term in mind. </li></ul>
    35. 35. 3. Charting the Social Media Landscape Charting the Social Media Landscape 4. Let’s take a look. <ul><li>1) “Tour de Blog” </li></ul><ul><li>Twitter, FriendFeed, Statuses and more. </li></ul><ul><li>Social media in action. </li></ul>
    36. 36. 3. Charting the Social Media Landscape Charting the Social Media Landscape DEMO
    37. 37. 3. Charting the Social Media Landscape Charting the Social Media Landscape a. Choose a few. Choose wisely. <ul><li>1) One blog action plan: even if it is not to blog. </li></ul><ul><li>One way of blasting….but an ongoing commitment. </li></ul><ul><li>One committed, curated, long-term social media presence (or maybe two if one of them is LinkedIn). </li></ul><ul><li>Embrace the power of “Ignore.” </li></ul>
    38. 38. 4. Succeeding in Social Media Charting the Social Media Landscape b. Trust the long-term horizon. <ul><li>1) Start with one thing. Build the foundation until you feel comfortable. </li></ul><ul><li>Schedule time for research, digging, mastering the tools. </li></ul><ul><li>Work with a buddy and compare notes, introductions. </li></ul><ul><li>Keep a chart to track your progress. </li></ul>
    39. 39. 4. Succeeding in Social Media Charting the Social Media Landscape c. Establish expertise and build trust. <ul><li>1) Share your passion. Showcase things you know and love. </li></ul><ul><li>Ask questions. Offer responses. </li></ul><ul><li>Remember that you are building relationships. </li></ul><ul><li>Honor and build your personal brand. </li></ul>
    40. 40. 4. Succeeding in Social Media Charting the Social Media Landscape d. Stay committed to the course. <ul><li>1) Be patient. If you build it, it WILL come. </li></ul><ul><li>“ Cross-train” your real world and online activities. </li></ul><ul><li>Build relationships with visible gives, takes, and acknowledgements. </li></ul><ul><li>Build long-term value. </li></ul>
    41. 41. 4. Succeeding in Social Media Charting the Social Media Landscape e. Reap, share and renew the benefits. <ul><li>1) Mobilize your networks when you need them: for building visibility, reaching out into their communities. </li></ul><ul><li>Only ask people to do what you would be willing to do yourself. </li></ul><ul><li>Become a trusted source for information and resources beyond your subject matter expertise…be generous. </li></ul><ul><li>Show appreciation, say thanks…and why not make it visible? </li></ul>
    42. 42. 4. Succeeding in Social Media Charting the Social Media Landscape f. Work with a buddy…or a few. <ul><li>1) Consider a new way of collaborating rather than competing. </li></ul><ul><li>Form a strong “grid” of your own as your foundation. </li></ul><ul><li>Remember the value of community. Build yours and contribute to others. </li></ul><ul><li>Look around you. Maybe you can get started today. </li></ul>
    43. 43. 4. Succeeding in Social Media Charting the Social Media Landscape f. Why not get started? <ul><li>1) Manage time…but don’t be surprised if you get pulled in. </li></ul><ul><li>Use the fun you’re having to help build your business. Learn the ropes and then put them to use to strengthen your online presence. </li></ul><ul><li>How can what you’re discovering on social media translate to the real world? </li></ul><ul><li>Integrate, invest and enjoy. </li></ul>
    44. 44. 5. One more thing. Charting the Social Media Landscape a. Social media builds competitive advantage. <ul><li>1) Business is changing. The groundswell of social networking is a sign of and a catalyst to huge changes in the way we work. </li></ul><ul><li>Business is increasingly distributed, collaborative, and social. </li></ul><ul><li>Business will move away from office-bound desktops, servers, landlines and meeting rooms and into virtual workspaces. </li></ul><ul><li>Business in the cloud will favor those who know how. Small steps will build momentum as changes occur. </li></ul>
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