Social Media Workshop
October 17th, 2007
DMA
Chicago
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is a conversational marketing company
specializing in engaging marketing-
weary consumers through the power of
community, dialogue and partnership.
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Some of our client work includes…
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The Workplace of the Future
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WARNING: GEEK ZONE AHEAD
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A Parallel Universe / Intelligent Life
Yellow Testimonials/
Radio Print
Television Classifieds
Pages Reviews
Social
Auctions
Search
Vodcasting Podcasting Blogs Networking
(eBay)
Gawker/ AdSense
RocketBoom Podshow CraigsList MySpace
Weblogs (Google)
Digg Del.icio.us YouTube FaceBook Flickr Technorati Six Apart
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From 4 P’s to 6 C’s
Content
Custom-
Context
ization
Consumer
Community Commerce
Conversation
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Communal Marketing: Marketing to and
through the community
• Community is the killer app
• Viral marketing has become the lazy
marketer‟s guide to communal marketing
• Letting your consumers do your work for
you…for free…is hardly scaleable or
predictable
– The tide can turn on a dime
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vaspers@jaffejuice is looking for Top 10
Things New Bloggers Must Understand, the
title of a new post I'm working on today for
him and for clients.
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When CGC and Advertising collide
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Production is the New Consumption
“Of the IM Generation i.e. those born after
1980, 62% of the content they consume comes
from people they know personally”
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Why do they do it?
• The two F‟s: Fame „n Fortune
– 15 Posts/Streams of fame
• …because they want a job
• …because they are playing at the top of
Maslow‟s Hierarchy
• …because you aren‟t
• …because they can
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The genesis of an idea: from individual
conceptualization to communal adoption
Content is produced Content is discovered
Content is tagged Content is ranked/rated
Content is referenced Content is commented/
tracked back
Content is uploaded Content is mashed/
repurposed
Content is shared Content is embraced
Content is liberated Content is immortalized
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Conversational Tools at your Disposal
• R.S.S.
• Blogs
• Podcasting
• Vodcasting (Vlogging)
• Virtual Worlds (Second Life)
• Wikis
• “DIGG” Aggregators
• Widgets
• Social Networking/Media
– B2B: LinkedIn; Facebook (!)
– B2C: Flickr; Facebook; YouTube
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R.S.S.
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• Really Simple Syndication is in effect a mash-
up of the telegram meets the alarm clock,
with the speed, precision, reliability of FEDEX
• It is on one level, the evolution of e-mail:
– Light on SPAM (for now) as it plays to the MDD
generation
• R.S.S. powers the democratization of the
distribution of content
– Embedded HTML is a by-product or corollary of
R.S.S.
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RSS Slide
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The continuum
BLOGGING PODCASTING VID-CASTING
Ease of Use Turnaround Time Influence Barriers to Entry
File size Time Commitment Awareness Adoption
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BLOGGING
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Blogging Definition
A blog is a user-generated website
where entries are made in journal
style and displayed in a reverse
chronological order.
Source: Wikipedia
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Blogging Facts
• Technorati now follows more • 6 months‟s ago comparison:
than 108.9 million blogs (source: – 57 million-plus blogs
Technorati) – Blogosphere doubles every 235
days
• There are over 120,000 blogs
created each day – 100,000 new blogs created every
day
• Blogosphere is doubling every
– 1.3 million posts per day (54,000
320 days
per hour)
– The reason for the slower rate is
– Increasingly global and multi-
because it takes longer for a
lingual
larger number to double – it‟s a
• 39% English
natural plateau because of
• 33% Japanese
mathematics
• 10% Chinese
• 1.5 million posts per day
• The multi-lingual effect
continues, with English slipping a
bit as other countries gain speed
– 36% English
– 37% Japanese
– 8% Chinese
– Italian overtook Spanish for the
#4 spot
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Applications
• Corporate Blogs
– GM
• Executive Blogs
– Marriott
• Customer Service Blogs
– Direct2Dell
• Fake Blogs (FROGS; FLOGS)
– Wal-mart
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5 Levels of Blogging Engagement
Read (search; link)
Subscribed (e-mail)
Commented
Tracked back
Published
Lurker Passive Participant Active Participant
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Subscribing to a Blog (An R.S.S. Reader)
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Subscribing to a Blog (An R.S.S. Reader)
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How-To Blogging
• Cheap and Easy:
– Blogger, Portal Equivalent
• Intermediate to Advanced:
– Typepad or Wordpress
• As you get more advanced, you‟ll experiment with:
– Integrating audio
– Del.icio.us
– Technorati tags
– Moblogging
– Frappr
– Tagclouds
– Widgets
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Blogging Tips/Do’s and Don’ts
•Do: • Don’t:
– Write naturally, in a human voice. – Speak disrespectfully of your
This is YOU talking colleagues. It‟s okay to criticize
an idea, but not a person
– Write short…think of byte size
nuggets – Get off-topic
– Read the comments that – Violate copyright or trademark
are posted – Be too casual
– Contribute comments on others‟ – Get ahead of yourself…know
posts your place in the “fishbowl”
– Everybody loves lists – Feel you need to always start…or
(and bullets) control…the conversation
– Utilize images/ – Measure your results using “old
formatting/visual ID‟s metrics”
– Have fun
– Compelling, regular, transparent
posts are required
– Have an identity in order to
secure integrity in the
blogosphere (@kizzer)
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Podcasting (Close your Eyes)
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10 things you need to know…
1. Link love
2. Link baiting (Good, Bad and Ugly)
3. Everybody loves lists
• 23 things…
4. Alerts/Comments
• Response and Responsiveness
5. Long Tail (part 1)
• The office Sucks
6. Long Tail (part 2)
• Feed the head with fresh meat if you want the long tail to wag
7. DNFTT
8. Blogger/Influencer Outreach
• SMPR
9. Understand the echo chamber
10. Social media is not a fit for everyone
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…from the Twitterati/Facebookerati
Tamera Kramer http://3i.wildfirestrategy.com
1. A blog is not a brochure
2. RSS feeds are your friend (FULL feeds - don't force a click-
through)
3. Commenting on other blogs respectfully is a way to join the
conversation
4. Your blog is a reflection of you - make sure you know which side
of yourself you want to share with the world
5. The conversation happens in real-time and is timeless.
6. Tagging is the folksonomy
7. If you don't have anything to say - don't blog
8. Pay attention to your metrics. They'll help with content
development and engaging in the conversation
9. A top 100 technorati blog may not be the same blog you're
looking to reach - context and niche is everything
10. Participate, have fun, be realistic, be humble, and don't just post
links.
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Top 10 things new bloggers need to understand
Vaspers the Grate
1. You should blog because you have ideas to discuss, insights to share, opinions
to present, or a need to express yourself, coupled with a desire to get feedback
from others.
2. Blogs are not just another advertising medium for sales hype or controlled
\"corporate messages\".
3. It may take you up to a year, or more, to get any steady traffic, comments, or
quotes and links to your blog from other bloggers. You can't predict how
readers will react.
4. Blogging frequently will improve your thinking, research, debate, and online
interaction skills, to the point where it will eventually just flow out of you with little
effort or editing.
5. Personalize your blog with a custom design, tweak your sidebar frequently, and
change the entire design and colors at least once a year. Generic templates
provided by your platform (WordPress, Blogger, etc.) look amateur and lazy.
6. Be a good neighbor in the blogosphere, and drive traffic to your blog, by
putting your blog URL in your email signature, all promotional material, and by
posting comments frequently on other relevant blogs.
7. A blog is a great way to put a human voice and face on a company.
8. Write your post titles very carefully, with an eye to SEO (search engine
optimization).
9. Never be afraid of negative comments, or take them personally.
10. Use variety in your posts.
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PODCASTING
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Podcast Definition
A podcast is a media file that is
distributed by subscription (paid
or unpaid) over the Internet
using syndication feeds, for
playback on mobile devices
and personal computers.
Source: Wikipedia
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Key Podcasting Facts
• All you need is a microphone, an Internet connection,
and online file storage
• Feedburner currently feeding 596,466 publishers
who've burned 1,023,739 feeds (as of 14 Oct 07)
– Exceeds total worldwide number of radio stations
• No iPod required
– 56% listen at their computers
• Some 12% of adults have listened to a podcast – up
from 7% in Feb. – Apr. 2006 (Pew Internet & American
Life project, Nov. 2006)
– 45% of listenership is age 35-44
– Gender split is even (52% male, 48% female)
– Audiences is educated and affluent
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How-To Podcasting
• “Chip and a chair” (Web + Microphone)
• The Cheap „n Dirty ATS Way
– One way conversations: Audacity
– Two way conservations: Skype + PowerGramo
– Fancypants: CastBlaster
– Input devices:
• Logitech USB Headset
• Karaoke Microphone
• iRiver (equiv)
• Hosting: Libsyn or Typepad etc.
• Feedburner: RSS 2.0 Feed
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Podcasting Tips/Do’s and Don’ts
• Do: • Don’t:
– Talk naturally – Try not to Read (or seem
like you are…)
– Invite comments/ feedback
and contributions – Emulate radio hosts or
deejays
– Be brief (or not)
– Try something different or
creative
– Find your recording “sweet
spot” – your authentic
voice
– Content is King!
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More tips from the Twitterati…
• kbodnar32@jaffejuice watch other great podcasters
and note how they are building their community and
interacting with their audience.
• kbodnar32@jaffjuice if your podcast is not interesting
to you it won't be to anyone else. Use outside experts
and commentary back up your ideas.
• kevinbehringer@jaffejuice: Podcasting - make sure the
naming convention is the same and id3 tags are
consistent
• gregverdino@jaffejuice blogging (and podcasting) is
a tactic, not a strategy. blogging is a commitment,
not a quick fix. content is important but community is
moreso.
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Podcasting (Close your Eyes)
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What can you do tomorrow?
1. Get hold of an RSS Aggregator and begin to
assemble a dream suite of feeds
2. Do the same with vod/podcasts (through
iTunes or an RSS aggregator)
3. D.I.Y.
• Level 1: Subscribe to a blog, podcast, “vodcast”
• Level 2: Contribute towards a blog, pod/vodcast
• Level 3: Start a blog, podcast, vodcast
4. Similarly, Explore Wikis, SL, etc.
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Resources
• Books
– Here
– Here
– Here
• How-To/Guides
– Here
– Here
– Here
• Lists
– Here
– Here
– Here
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Continue the conversation…
www.jaffejuice.com crayonville.com
+1 206 203-3255 crayonville.com/blog
e-mail: jaffe@crayonville.com
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