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

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 in business?

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?

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

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?

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?

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?

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

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

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

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

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

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

What do you really want to learn this morning?
What are the most
important questions
you want to have
answered on these
topics?

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, and they tell their
friends (and everyone else) to avoid it

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

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

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/

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.

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
opportunities to talk WITH your
audiences and get the cash
register ringing BECAUSE you are
being helpful and focused on
them, not yourself

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?

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 Open
• Be Courageous

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
• Attitude

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

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

Success in this next era, the network age, the social
age, the knowledge age requires you to change
your everything
• Attitude
• Perspective
• Philosophy
• Understanding

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

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

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/

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

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
chris@socialmediaclub.org
m.408.834.0884