What is Social Media?
A conversation and a discussion on the Social Media Principles

Chris Heuer
Creative Social Strategi...
My name is Chris, who are you?
My name is Chris, who are you?
       Who is being taught social media in school right now?
My name is Chris, who are you?
       Who is being taught social media in school right now?
       Who is expecting a life...
My name is Chris, who are you?
       Who is being taught social media in school right now?
       Who is expecting a life...
My name is Chris, who are you?
       Who   is being taught social media in school right now?
       Who   is expecting a ...
My name is Chris, who are you?
       Who   is being taught social media in school right now?
       Who   is expecting a ...
My name is Chris, who are you?
       Who is being taught social media in school right now?
       Who is expecting a life...
My name is Chris, who are you?
       Who is being taught social media in school right now?
       Who is expecting a life...
My name is Chris, who are you?
       Who is being taught social media in school right now?
       Who is expecting a life...
My name is Chris, who are you?
       Who is being taught social media in school right now?
       Who is expecting a life...
My name is Chris, who are you?
       Who is being taught social media in school right now?
       Who is expecting a life...
My name is Chris, who are you?
       Who is being taught social media in school right now?
       Who is expecting a life...
My name is Chris, who are you?
       Who is being taught social media in school right now?
       Who is expecting a life...
My name is Chris, who are you?
       Who is being taught social media in school right now?
       Who is expecting a life...
What do you really want to learn this morning?


                                 What are the most
                      ...
What is Social Media?
What is   Social Media?
The Four C’s of Social Media
The Four C’s of Social Media

• Context
The Four C’s of Social Media

• Context


• Communications
The Four C’s of Social Media

• Context


• Communications


• Collaborations
The Four C’s of Social Media

• Context


• Communications


• Collaborations


• Connections
Welcome to the social world...
Welcome to the social world...

• Welcome to the era of conversation
Welcome to the social world...

• Welcome to the era of conversation


• Spin doesn’t work, people smell BS a mile away, a...
Welcome to the social world...

• Welcome to the era of conversation


• Spin doesn’t work, people smell BS a mile away, a...
Welcome to the social world...

• Welcome to the era of conversation


• Spin doesn’t work, people smell BS a mile away, a...
Welcome to the social world...

• Welcome to the era of conversation


• Spin doesn’t work, people smell BS a mile away, a...
Social Media is tearing
down the walls that keep
us apart and changing
the rules that have kept
us from being human
inside...
There is no secret sauce...
It’s not about pulling
levers & getting results

Being social is a way of thinking
from which you can create new
opportuni...
photo by Dave Gray - Xplane




    http://flickr.com/photos/davegray/82865014/in/set-1776148/




It’s more art then scien...
Your perspective and your attitude is what will
determine success or failure...
The Social Media Principles

  • Be Human


  • Be Aware


  • Be Honest


  • Be Respectful


  • Be a Participant


  • ...
Be Human
Be Human
 Don’t Just Be Human, Be Yourself
Be Aware
Be Aware
 Don’t Just Be Aware, Be Smart
Be Honest
Be Honest
 Don’t Just Be Honest, Have Integrity
Be Respectful
Be Respectful
 Don’t Just Be Respectful, Live by the Golden Rule
Be a Participant
Be a Participant
 Don’t Just Be a Participant, Contribute Value
Be Open
Be Open
 Don’t Just Be Open, Be an Agent of Change
Be Courageous
Be Courageous
 Don’t Just Be Courageous, Be Willing to Fail
Which is why I think these Social Media Principles
are where we must start.
Success in this next era, the network age, the social
age, the knowledge age requires you to change
your everything
Success in this next era, the network age, the social
age, the knowledge age requires you to change
your everything

  •  ...
Success in this next era, the network age, the social
age, the knowledge age requires you to change
your everything

  • A...
Success in this next era, the network age, the social
age, the knowledge age requires you to change
your everything

  • A...
Success in this next era, the network age, the social
age, the knowledge age requires you to change
your everything

  • A...
Success in this next era, the network age, the social
age, the knowledge age requires you to change
your everything

  • A...
Great Products aren’t
sold, they’re bought

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

 - Peter Hirshberg
  ...
The Golden Rules of Marketing

1. Marketing is the work we do to match a company’s product or service with the
   people o...
Markets, not Marketing

• Conversations Aren’t Marketing


• Talk With Your Customers, Not At Them


• Be of Service, Prov...
Social Marketing
Social Marketing

• Look
Social Marketing

• Look


• Listen
Social Marketing

• Look


• Listen


• Join
Social Marketing

• Look


• Listen


• Join


• Lead
Three T’s

• Transparency


• Trust


• Truthiness
Insyte #1 - Don’t Sell, Help People Buy
Insyte #2 - Be the Media Company
Insyte #3 - Follow Your Passion, Have Fun
Insyte #4 - You Must Do To Understand, You Must
            Fail to Learn
Chris Heuer
 chrisheuer.com
 twitter.com/chrisheuer
 flickr.com/chrisheuer
 delicious.com/chrisheuer
 socialmediaclub.org
 ...
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What is Social Media?

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This is an introduction to social media presentation I gave to the Phi Beta Lambda state leadership conference of California.

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What is Social Media?

  1. 1. What is Social Media? A conversation and a discussion on the Social Media Principles Chris Heuer Creative Social Strategist and Coach Founder, Social Media Club
  2. 2. My name is Chris, who are you?
  3. 3. My name is Chris, who are you? Who is being taught social media in school right now?
  4. 4. My name is Chris, who are you? Who is being taught social media in school right now? Who is expecting a life in business?
  5. 5. My name is Chris, who are you? Who is being taught social media in school right now? Who is expecting a life in business? Who is going to be a social entrepreneur?
  6. 6. My name is Chris, who are you? Who is being taught social media in school right now? Who is expecting a life in business? Who is going to be a social entrepreneur? Who has teachers who are actually doing it and not just reading it
  7. 7. My name is Chris, who are you? Who is being taught social media in school right now? Who is expecting a life in business? Who is going to be a social entrepreneur? Who has teachers who are actually doing it and not just reading it Who has read the cluetrain?
  8. 8. My name is Chris, who are you? Who is being taught social media in school right now? Who is expecting a life in business? Who is going to be a social entrepreneur? Who has teachers who are actually doing it and not just reading it Who has read the cluetrain? How about Groundswell?
  9. 9. My name is Chris, who are you? Who is being taught social media in school right now? Who is expecting a life in business? Who is going to be a social entrepreneur? Who has teachers who are actually doing it and not just reading it Who has read the cluetrain? How about Groundswell? What tools are you using?
  10. 10. My name is Chris, who are you? Who is being taught social media in school right now? Who is expecting a life in business? Who is going to be a social entrepreneur? Who has teachers who are actually doing it and not just reading it Who has read the cluetrain? How about Groundswell? What tools are you using? Facebook
  11. 11. My name is Chris, who are you? Who is being taught social media in school right now? Who is expecting a life in business? Who is going to be a social entrepreneur? Who has teachers who are actually doing it and not just reading it Who has read the cluetrain? How about Groundswell? What tools are you using? Facebook MysSpce
  12. 12. My name is Chris, who are you? Who is being taught social media in school right now? Who is expecting a life in business? Who is going to be a social entrepreneur? Who has teachers who are actually doing it and not just reading it Who has read the cluetrain? How about Groundswell? What tools are you using? Facebook MysSpce Delicious
  13. 13. My name is Chris, who are you? Who is being taught social media in school right now? Who is expecting a life in business? Who is going to be a social entrepreneur? Who has teachers who are actually doing it and not just reading it Who has read the cluetrain? How about Groundswell? What tools are you using? Facebook MysSpce Delicious Digg
  14. 14. My name is Chris, who are you? Who is being taught social media in school right now? Who is expecting a life in business? Who is going to be a social entrepreneur? Who has teachers who are actually doing it and not just reading it Who has read the cluetrain? How about Groundswell? What tools are you using? Facebook MysSpce Delicious Digg Blog
  15. 15. My name is Chris, who are you? Who is being taught social media in school right now? Who is expecting a life in business? Who is going to be a social entrepreneur? Who has teachers who are actually doing it and not just reading it Who has read the cluetrain? How about Groundswell? What tools are you using? Facebook MysSpce Delicious Digg Blog Wiki
  16. 16. What do you really want to learn this morning? What are the most important questions you want to have answered on these topics?
  17. 17. What is Social Media?
  18. 18. What is Social Media?
  19. 19. The Four C’s of Social Media
  20. 20. The Four C’s of Social Media • Context
  21. 21. The Four C’s of Social Media • Context • Communications
  22. 22. The Four C’s of Social Media • Context • Communications • Collaborations
  23. 23. The Four C’s of Social Media • Context • Communications • Collaborations • Connections
  24. 24. Welcome to the social world...
  25. 25. Welcome to the social world... • Welcome to the era of conversation
  26. 26. Welcome to the social world... • Welcome to the era of conversation • Spin doesn’t work, people smell BS a mile away, and they tell their friends (and everyone else) to avoid it
  27. 27. Welcome to the social world... • Welcome to the era of conversation • Spin doesn’t work, people smell BS a mile away, and they tell their friends (and everyone else) to avoid it • Advertising isn’t effective anymore, no one is watching the ads and no one cares
  28. 28. Welcome to the social world... • Welcome to the era of conversation • Spin doesn’t work, people smell BS a mile away, and they tell their friends (and everyone else) to avoid it • Advertising isn’t effective anymore, no one is watching the ads and no one cares • People want to talk to people, not marketing and communications professionals
  29. 29. Welcome to the social world... • Welcome to the era of conversation • Spin doesn’t work, people smell BS a mile away, and they tell their friends (and everyone else) to avoid it • Advertising isn’t effective 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/
  30. 30. Social Media is tearing down the walls that keep us apart and changing the rules that have kept us from being human inside our companies.
  31. 31. There is no secret sauce...
  32. 32. 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
  33. 33. photo by Dave Gray - Xplane http://flickr.com/photos/davegray/82865014/in/set-1776148/ It’s more art then science How do you use the brush?
  34. 34. Your perspective and your attitude is what will determine success or failure...
  35. 35. The Social Media Principles • Be Human • Be Aware • Be Honest • Be Respectful • Be a Participant • Be Open • Be Courageous
  36. 36. Be Human
  37. 37. Be Human Don’t Just Be Human, Be Yourself
  38. 38. Be Aware
  39. 39. Be Aware Don’t Just Be Aware, Be Smart
  40. 40. Be Honest
  41. 41. Be Honest Don’t Just Be Honest, Have Integrity
  42. 42. Be Respectful
  43. 43. Be Respectful Don’t Just Be Respectful, Live by the Golden Rule
  44. 44. Be a Participant
  45. 45. Be a Participant Don’t Just Be a Participant, Contribute Value
  46. 46. Be Open
  47. 47. Be Open Don’t Just Be Open, Be an Agent of Change
  48. 48. Be Courageous
  49. 49. Be Courageous Don’t Just Be Courageous, Be Willing to Fail
  50. 50. Which is why I think these Social Media Principles are where we must start.
  51. 51. Success in this next era, the network age, the social age, the knowledge age requires you to change your everything
  52. 52. Success in this next era, the network age, the social age, the knowledge age requires you to change your everything • Attitude
  53. 53. Success in this next era, the network age, the social age, the knowledge age requires you to change your everything • Attitude • Perspective
  54. 54. Success in this next era, the network age, the social age, the knowledge age requires you to change your everything • Attitude • Perspective • Philosophy
  55. 55. Success in this next era, the network age, the social age, the knowledge age requires you to change your everything • Attitude • Perspective • Philosophy • Understanding
  56. 56. Success in this next era, the network age, the social age, the knowledge age requires you to change your everything • Attitude • Perspective • Philosophy • Understanding • Skillset
  57. 57. Great Products aren’t sold, they’re bought “Advertising is the tax you pay for mediocre products.” - Peter Hirshberg Chairman, The Conversation Group photo by chris heuer
  58. 58. The Golden Rules of Marketing 1. Marketing is the work we do to match a company’s product or service with the people or companies who will get the most value and/or satisfaction from it. 2. The best marketing is done during the product development process, where the needs and desires of those who will use the product or service are considered and designed into the product or service with an understanding of the broader marketplace in which they will be sold.  You can’t easily market a product that was not well made, but the iPhone sells itself. 3. Marketing is not the transactional process with which it has become associated despite its close proximity. If markets are indeed conversations, then marketing is a series of conversations intended to serve the better interests of the market. (David Weinberger has famously said ’somewhere along the way marketing became what we did TO people’) http://www.chrisheuer.com/2008/03/14/the-golden-rules-of-marketing/
  59. 59. Markets, not Marketing • Conversations Aren’t Marketing • Talk With Your Customers, Not At Them • Be of Service, Provide Real Value • Don’t Just Listen to Customers, Hear Them • Spend on Marketing, Invest in Support • Make Customer Relationships Meaningful
  60. 60. Social Marketing
  61. 61. Social Marketing • Look
  62. 62. Social Marketing • Look • Listen
  63. 63. Social Marketing • Look • Listen • Join
  64. 64. Social Marketing • Look • Listen • Join • Lead
  65. 65. Three T’s • Transparency • Trust • Truthiness
  66. 66. Insyte #1 - Don’t Sell, Help People Buy
  67. 67. Insyte #2 - Be the Media Company
  68. 68. Insyte #3 - Follow Your Passion, Have Fun
  69. 69. Insyte #4 - You Must Do To Understand, You Must Fail to Learn
  70. 70. Chris Heuer chrisheuer.com twitter.com/chrisheuer flickr.com/chrisheuer delicious.com/chrisheuer socialmediaclub.org chris@socialmediaclub.org m.408.834.0884

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