Social Media Principles:
        It’s more then marketing




        Chris
Heuer
        Founder,
Social
Media
Club

    ...
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, 2...
Welcome to the social world...

     • Welcome to the era of conversation and real 1-to-1 business


     • Spin doesn’t w...
Welcome to the social world...

     • Welcome to the era of conversation and real 1-to-1 business


     • Spin doesn’t w...
Welcome to the social world...

     • Welcome to the era of conversation and real 1-to-1 business


     • Spin doesn’t w...
Welcome to the social world...

     • Welcome to the era of conversation and real 1-to-1 business


     • Spin doesn’t w...
A Sales Pitch or
     Useful Information

     What do you hope to get from me
     today? Something that is good
     for...
A Sales Pitch or
     Useful Information

     Just like you right now, no one
     likes being sold, people like to
     ...
Great products aren’t
     sold, they’re bought

     “Advertising is the tax you pay
     for mediocre products.”

      ...
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 s...
Social Media is...   more art then science


  some rights reserved, see attribution list at end
Monday, April 27, 2009   ...
It’s not about pulling
     levers  getting results

     Being social is a way of thinking
     from which you can create...
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
            o...
Social Media is changing the way we connect with
     each other and the things that are important to us.




Monday, Apri...
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...
Connections? So where do we begin?

        Examine the Greater Significance of the technology and its potential to impact...
Connections? So where do we begin?

        Examine the Greater Significance of the technology and its potential to impact...
Connections? So where do we begin?

        Examine the Greater Significance of the technology and its potential to impact...
Connections? So where do we begin?

        Examine the Greater Significance of the technology and its potential to impact...
Return to Basics

        Know your audience
    •



        Know their needs
    •



        Use their language
    •

...
The 4 C’s

     • Context


     • Communications


     • Collaboration


     • Connections




                        ...
Our medium for communication /
                  Social Media / Network   our online place for community
                 ...
photo by chris heuer


     Social Network
     Success

     • Not in the community for your
       marketing, they are t...
Again, I can’t express more clearly how important
     your perspective and your attitude is in determining
     your orga...
Which is why I think it is paramount that your attitude
     is informed by these Social Media Principles before
     you ...
The Social Media Principles

         • Be Human


         • Be Aware


         • Be Honest


         • Be Respectful

...
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                    ...
Be a Participant



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




Monday, April 27, 2009                     ...
Be Open



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




Monday, April 27, 2009                                  ...
Be Courageous



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




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



Monday, April 27, 2009   28
Chris
Heuer
                                chrisheuer.com
                               adhocnium.com
                  ...
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Social Media Principles II

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This is an update to my Social Media Principles presentation delivered at Social Media Club Workshop in Birmingham on April 27, 2009. In short, I believe that having the right attitude is essential to success in social media. What are those principles and why is it important for social media.

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Social Media Principles II

  1. 1. Social Media Principles: It’s more then marketing Chris
Heuer Founder,
Social
Media
Club
 Crea3ve
Catalyst,
AdHocnium 1 Monday, April 27, 2009 1
  2. 2. Welcome to the social world... Monday, April 27, 2009 2
  3. 3. Welcome to the social world... • Welcome to the era of conversation and real 1-to-1 business Monday, April 27, 2009 2
  4. 4. 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
  5. 5. 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
  6. 6. 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
  7. 7. 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
  8. 8. 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
  9. 9. 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
  10. 10. 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
  11. 11. What is Social Media? Monday, April 27, 2009 6
  12. 12. 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 quot;buildingquot; 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
  13. 13. Social Media is... more art then science some rights reserved, see attribution list at end Monday, April 27, 2009 8
  14. 14. 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
  15. 15. There is no secret sauce... Monday, April 27, 2009 10
  16. 16. 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
  17. 17. Social Media is changing the way we connect with each other and the things that are important to us. Monday, April 27, 2009 12
  18. 18. Connections? So where do we begin? Monday, April 27, 2009 13
  19. 19. 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
  20. 20. 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
  21. 21. 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
  22. 22. 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
  23. 23. 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
  24. 24. 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
  25. 25. The 4 C’s • Context • Communications • Collaboration • Connections 4 some rights reserved, see attribution list at end Monday, April 27, 2009 15
  26. 26. Our medium for communication / Social Media / Network our online place for community and the people we know Monday, April 27, 2009 16
  27. 27. 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
  28. 28. 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
  29. 29. 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
  30. 30. The Social Media Principles • Be Human • Be Aware • Be Honest • Be Respectful • Be a Participant • Be Open • Be Courageous Monday, April 27, 2009 20
  31. 31. Be Human Monday, April 27, 2009 21
  32. 32. Be Human Don’t Just Be Human, Be Yourself Monday, April 27, 2009 21
  33. 33. Be Aware Monday, April 27, 2009 22
  34. 34. Be Aware Don’t Just Be Aware, Be Smart Monday, April 27, 2009 22
  35. 35. Be Honest Monday, April 27, 2009 23
  36. 36. Be Honest Don’t Just Be Honest, Have Integrity Monday, April 27, 2009 23
  37. 37. Be Respectful Monday, April 27, 2009 24
  38. 38. Be Respectful Don’t Just Be Respectful, Live by the Golden Rule Monday, April 27, 2009 24
  39. 39. Be a Participant Monday, April 27, 2009 25
  40. 40. Be a Participant Don’t Just Be a Participant, Contribute Value Monday, April 27, 2009 25
  41. 41. Be Open Monday, April 27, 2009 26
  42. 42. Be Open Don’t Just Be Open, Be an Agent of Change Monday, April 27, 2009 26
  43. 43. Be Courageous Monday, April 27, 2009 27
  44. 44. Be Courageous Don’t Just Be Courageous, Be Willing to Fail Monday, April 27, 2009 27
  45. 45. Be Social!!! Monday, April 27, 2009 28
  46. 46. Chris
Heuer chrisheuer.com adhocnium.com twier.com/chrisheuer flickr.com/chrisheuer delicious.com/chrisheuer socialmediaclub.org chris@socialmediaclub.org
 m.408.834.0884 29 Monday, April 27, 2009 29
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