Social Media Principles:
It’s more then marketing
Chris Heuer
Founder, Social Media Club
Crea3ve Catalyst, AdHocnium
1
Monday, April 27, 2009 1

Welcome to the social world...
Monday, April 27, 2009 2

Welcome to the social world...
• Welcome to the era of conversation and real 1-to-1 business
Monday, April 27, 2009 2

Welcome to the social world...
• Welcome to the era of conversation and real 1-to-1 business
• Spin doesn’t work, people smell BS a mile away, and they tell their
friends (and everyone else) to avoid it
Monday, April 27, 2009 2

Welcome to the social world...
• Welcome to the era of conversation and real 1-to-1 business
• Spin doesn’t work, people smell BS a mile away, and they tell their
friends (and everyone else) to avoid it
• Advertising isn’t eective anymore, no one is watching the ads and no
one cares
Monday, April 27, 2009 2

Welcome to the social world...
• Welcome to the era of conversation and real 1-to-1 business
• Spin doesn’t work, people smell BS a mile away, and they tell their
friends (and everyone else) to avoid it
• Advertising isn’t eective anymore, no one is watching the ads and no
one cares
• People want to talk to people, not marketing and communications
professionals
Monday, April 27, 2009 2

Welcome to the social world...
• Welcome to the era of conversation and real 1-to-1 business
• Spin doesn’t work, people smell BS a mile away, and they tell their
friends (and everyone else) to avoid it
• Advertising isn’t eective anymore, no one is watching the ads and no
one cares
• People want to talk to people, not marketing and communications
professionals
• The Cluetrain is well on its way to the future, are you on it?
http://cluetrain.com/
Monday, April 27, 2009 2

A Sales Pitch or
Useful Information
What do you hope to get from me
today? Something that is good
for me, or something that is good
for you?
some rights reserved, see attribution list at end
Monday, April 27, 2009 3

A Sales Pitch or
Useful Information
Just like you right now, no one
likes being sold, people like to
buy. People want you to help
them not push stuff on them.
some rights reserved, see attribution list at end
Monday, April 27, 2009 4

Great products aren’t
sold, they’re bought
“Advertising is the tax you pay
for mediocre products.”
- Peter Hirshberg
Partner,
The Conversation Group
photo by chris heuer
Monday, April 27, 2009 5

What is Social Media?
Monday, April 27, 2009 6

Understanding Social Media
• It’s not the thing, so much as what we do with it, the SHARING of media is
the socializing of it and through it
• According to Wikipedia:
• Social media is information content created by people using highly accessible and
scalable publishing technologies that is intended to facilitate communications, influence
and interaction with peers and with public audiences, typically via the Internet and mobile
communications networks. The term most often refers to activities that integrate
technology, telecommunications and social interaction, and the construction of words,
pictures, videos and audio. This interaction, and the manner in which information is
presented, depends on the varied perspectives and \"building\" of shared meaning among
communities, as people share their stories and experiences. Businesses also refer to
social media as user-generated content (UGC) or consumer-generated media (CGM).
• Ultimately, Social Media is a way to discover and connect with each other as
individual’s and as on behalf of the companies we represent
Monday, April 27, 2009 7

Social Media is... more art then science
some rights reserved, see attribution list at end
Monday, April 27, 2009 8

It’s not about pulling
levers & getting results
Being social is a way of thinking
from which you can create new
opportunities to talk WITH your
audiences and get the cash
register ringing BECAUSE you are
being helpful and focused on
them, not yourself
some rights reserved, see attribution list at end
Monday, April 27, 2009 9

There is no secret sauce...
Monday, April 27, 2009 10

Transport of the mails, transport of the human voice, transport of flickering pictures-in this century as in
others, our highest accomplishments still have the single aim of bringing men together.
Antoine de Saint-Exuperay, 1939
some rights reserved, see attribution list at end
Monday, April 27, 2009 11

Social Media is changing the way we connect with
each other and the things that are important to us.
Monday, April 27, 2009 12

Connections? So where do we begin?
Monday, April 27, 2009 13

Connections? So where do we begin?
Examine the Greater Significance of the technology and its potential to impact
•
our current way of thinking and doing. What are the Macro Trends?
Monday, April 27, 2009 13

Connections? So where do we begin?
Examine the Greater Significance of the technology and its potential to impact
•
our current way of thinking and doing. What are the Macro Trends?
Making an organization more social is not just a thing to do, it's a way to be
•
Monday, April 27, 2009 13

Connections? So where do we begin?
Examine the Greater Significance of the technology and its potential to impact
•
our current way of thinking and doing. What are the Macro Trends?
Making an organization more social is not just a thing to do, it's a way to be
•
Being social requires a certain amount of emotional intelligence
•
Monday, April 27, 2009 13

Connections? So where do we begin?
Examine the Greater Significance of the technology and its potential to impact
•
our current way of thinking and doing. What are the Macro Trends?
Making an organization more social is not just a thing to do, it's a way to be
•
Being social requires a certain amount of emotional intelligence
•
Success is often determined more by your attitude more then your aptitude.
•
Monday, April 27, 2009 13

Connections? So where do we begin?
Examine the Greater Significance of the technology and its potential to impact
•
our current way of thinking and doing. What are the Macro Trends?
Making an organization more social is not just a thing to do, it's a way to be
•
Being social requires a certain amount of emotional intelligence
•
Success is often determined more by your attitude more then your aptitude.
•
Determine who you want to connect with and why? Is it for you? Is it for them?
•
is it for your mutual benefit?
Monday, April 27, 2009 13

Return to Basics
Know your audience
•
Know their needs
•
Use their language
•
Help them meet their goals
•
PR 2.0 / Marketing 2.0 / Web 2.0 / Enterprise 2.0 = Sales 101
Monday, April 27, 2009 14

The 4 C’s
• Context
• Communications
• Collaboration
• Connections
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some rights reserved, see attribution list at end
Monday, April 27, 2009 15

Our medium for communication /
Social Media / Network our online place for community
and the people we know
Monday, April 27, 2009 16

photo by chris heuer
Social Network
Success
• Not in the community for your
marketing, they are there to be
social...
• So be social with them,
provide them something
valuable or engage them, don’t
interrupt
• Don’t try to sell, help them buy
• Shift your philosophical view
before getting tactical
Monday, April 27, 2009 17

Again, I can’t express more clearly how important
your perspective and your attitude is in determining
your organization’s success or failure...
Monday, April 27, 2009 18

Which is why I think it is paramount that your attitude
is informed by these Social Media Principles before
you start.
Monday, April 27, 2009 19

The Social Media Principles
• Be Human
• Be Aware
• Be Honest
• Be Respectful
• Be a Participant
• Be Open
• Be Courageous
Monday, April 27, 2009 20

Be Human
Monday, April 27, 2009 21

Be Human
Don’t Just Be Human, Be Yourself
Monday, April 27, 2009 21

Be Aware
Monday, April 27, 2009 22

Be Aware
Don’t Just Be Aware, Be Smart
Monday, April 27, 2009 22

Be Honest
Monday, April 27, 2009 23

Be Honest
Don’t Just Be Honest, Have Integrity
Monday, April 27, 2009 23

Be Respectful
Monday, April 27, 2009 24

Be Respectful
Don’t Just Be Respectful, Live by the Golden Rule
Monday, April 27, 2009 24

Be a Participant
Monday, April 27, 2009 25

Be a Participant
Don’t Just Be a Participant, Contribute Value
Monday, April 27, 2009 25

Be Open
Monday, April 27, 2009 26

Be Open
Don’t Just Be Open, Be an Agent of Change
Monday, April 27, 2009 26

Be Courageous
Monday, April 27, 2009 27

Be Courageous
Don’t Just Be Courageous, Be Willing to Fail
Monday, April 27, 2009 27

Be Social!!!
Monday, April 27, 2009 28

Chris Heuer
chrisheuer.com
adhocnium.com
twi>er.com/chrisheuer
flickr.com/chrisheuer
delicious.com/chrisheuer
socialmediaclub.org
chris@socialmediaclub.org
m.408.834.0884
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