Mic ros oft & S oc ia l Me dia
Kris Hoe t
Mic ros oft Online S e rvic e s G roup

My pre s e nta tion.
c onve rs a tion
oc ia lme dia twitte r blog g ing
s c oble long ta il ne tworke ffe c t te c h nora ti c omme nt c a rtoon
m ic ros oft
c ons um e r
g a ping void
c ommunity
fa c e book e ng a g e me nt
b ring th e love b a c k buz z tra c king ba rc a mp g e e kdinne r
c us tom e r blue mons te r wine
a g e ofc onve rs a tion ug c us e r fordm us ta ng frie nds

I won’t b e te lling you...

I won’t b e te lling you...

E volution.

Ne w b a la nc e .
• S oc ia l me dia de s c ribe s th e online te c h nolog ie s a nd
pra c tic e s th a t pe ople us e to s h a re c onte nt, opinions ,
ins ig h ts , e xpe rie nc e s , pe rs pe c tive s a nd me dia
• Long Ta ils : More powe r to more pe ople – lowe re d
ba rrie rs to e ntry for e ve ryth ing

Conve rs a tion.
Conve rs a tion is th e ve rba liz a tion of c onc e pts involving
a bs tra c tions a nd c onc re te obje c ts wh ic h ma ke up th e
world we live in.

Conve rs a tion... Le t’s try th a t a g a in.
Conve rs a tions a re th e ide a l form of c ommunic a tion in s ome
re s pe c ts , s inc e th e y a llow pe ople with diffe re nt vie ws of a
topic to le a rn from e a c h oth e r. A s pe e c h , on th e oth e r
h a nd, is a n ora l pre s e nta tion by one pe rs on dire c te d a t a
g roup.
F or a s uc c e s s ful c onve rs a tion, th e pa rtne rs mus t a c h ie ve a
worka ble ba la nc e of c ontributions . A s uc c e s s ful
c onve rs a tion inc lude s mutua lly inte re s ting c onne c tions
be twe e n th e s pe a ke rs or th ing s th a t th e s pe a ke rs know.
F or th is to h a ppe n, th os e e ng a g ing in c onve rs a tion mus t
find a topic on wh ic h th e y both c a n re la te to in s ome
s e ns e .

Ne twork e ffe c t.
Ne w va lue inc re a s e s a s a func tion of a g g re g a te
pa rtic ipa tion (not me re ly # pa rtic ipa nts )

A g ood g uide .
Th e WOMMA c ode
“A founda tiona l building bloc k of th a t e th ic s c ode , wh ic h we
be lie ve is a s re le va nt a s e ve r to e volving s oc ia l me dia , is
wh a t is known a s th e “Hone s ty R OI.” Th is inc lude s th e
following :
• Hone s ty of R e la tions h ip: You s a y wh o you’re
s pe a king for
• Hone s ty of Opinion: You s a y wh a t you be lie ve
• Hone s ty of Ide ntity: You ne ve r obs c ure your
ide ntity
h ttp:/ www.womma .org
/

How to s ta rt?
• Tra c k your bra nd a nd produc ts :
– F re e : De l.ic io .us , Dig g , Ta ilra n k, Te c h no ra ti, ...
– P a ying : Nie ls e n B u z z m e tric s , Atte ntio , B u z z log ic , ...

How to s ta rt? (2)
• R e a d, re a d, re a d
• Comme nt... wh e re it ma ke s s e ns e
• Tra c k your c omme nts
– h ttp:/ c o.m m e nts .c o m
/
– h ttp:/ www.c o c om m e nt.c o m
/

How to s ta rt? (3)
• J oin th e me e ting s
– B a rc a m p, Op e n C o ffe e , G e e k Dinn e r, ...
• Invite blog g e rs to your e ve nts

Write your own b log .
B log fre q ue ntly
1.
B e pa tie nt
2.
Ans we r e ve ry c om m e nt
3.
Don’t s e ll
4.
Link. Link. Link
5.
Tra ffic is n’t th e g oa l, in flue nc e is
6.
B e Auth e ntic
7.
E xpe c t c ritic is m
8.
Don’t b log wh e n you’re drunk/ down/ ng ry
a
9.
B log S m a rt!
10.

B lue Mons te r

B lue Mons te r (2)

B lue Mons te r (3)

Windows Live S e s s ions .

B ring th e love b a c k.

B ring th e love b a c k.

Ag e of Conve rs a tion.
• Lis te n firs t to e xis ting c onve rs a tions
• Ne w wa ys of c onve rs a tion will ris e
– Twitte r, F a c e b o ok, ...
– Tra ditio n a l m e d ia g oing s oc ia l
• Le a rn to le t g o of c ontrol
• S upport c ompa ny blog g e rs
• Influe nc e is not a lwa ys
s ubje c t re la te d
• S oc ia l me dia a re th e g rounds
for ope n s ourc e ma rke ting

Th a nk you.
Kris Hoe t
Mic ros oft Online S e rvic e s G roup
h ttp:/ c ros s th e bre e z e .c om
/