Social Media Principles II

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 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

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 4 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 29 Monday, April 27, 2009 29

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Social Media Principles II

by Chris Heuer

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