Social Media is for Everyone How to use the power of the network to gain opportunities and build relationships Lou Ordorica and Linda Skrocki | .SUN June 2008

How to use the power of the network to gain opportunities and build relationships

Social Media People connecting using technology to get the things they need from each other, bypassing traditional institutions like corporations. — Groundswell , Li and Bernoff

People connecting using technology to get the things they need from each other, bypassing traditional institutions like corporations.

— Groundswell , Li and Bernoff

Social Media is for Everyone! Read a blog Share a photo Bookmark a web page Post a question Add a comment Write a review Subscribe to a web site

Read a blog

Share a photo

Bookmark a web page

Post a question

Add a comment

Write a review

Subscribe to a web site

Vision for Social Media “ ...every single human being posting their thoughts and experiences in any number of ways to the Internet.” — Fred Wilson, Musings of a VC in NYC “ Social media is here to stay.” — Mary Smaragdis

“ ...every single human being posting their thoughts and experiences in any number of ways to the Internet.”

— Fred Wilson, Musings of a VC in NYC

Social Media is Good Business Fostering ecosystems around the work you do Forge work relationships and alliances Connecting with customers Buddying up to the competition Generate new business Organically form teams Collaborate on projects

Fostering ecosystems around the work you do

Forge work relationships and alliances

Connecting with customers

Buddying up to the competition

Generate new business

Organically form teams

Collaborate on projects

Hiring Identify qualified candidates faster References come to you Work the network to recruit Displace slow and cumbersome HR systems

Identify qualified candidates faster

References come to you

Work the network to recruit

Displace slow and cumbersome HR systems

Customer Service Customers connecting with engineers Accelerate problem solving Customer testimonials Real-time feedback loops

Customers connecting with engineers

Accelerate problem solving

Customer testimonials

Real-time feedback loops

Product Development Shorten development cycles Attract new customers, collaborators Improve communication Improve quality — accuracy, timeliness, relevance

Shorten development cycles

Attract new customers, collaborators

Improve communication

Improve quality — accuracy, timeliness, relevance

zappos.com: shoevangelism CEO and 250 employees twitter Zappos twitter page Incentives to followers Give-aways Events Contests

CEO and 250 employees twitter

Zappos twitter page

Incentives to followers

Give-aways

Events

Contests

Amplifying Word of Mouth 6,830 follows 6,035 followers Fanatical customer support Customer testimonials High-quality leads Permission marketing

6,830 follows

6,035 followers

Fanatical customer support

Customer testimonials

High-quality leads

Permission marketing

Communicating Video is engaging and powerful Create, edit, and share on the Web Viral — embed on blogs and web sites Live streaming Events Interviews

Video is engaging and powerful

Create, edit, and share on the Web

Viral — embed on blogs and web sites

Live streaming

Events

Interviews

Getting Started Step 1: Protect Sun and yourself — read and follow the Sun Guidelines on Public Discourse

Profile Yourself Step 2: Think about the ways you participate. If you regularly ... your profile is: blog, podcast, tweet Creator write reviews, post replies Critic tag objects, use RSS Collector update your profile Joiner read blogs Spectator do none of the above Inactive

Think About Your Objectives Step 3: Find your comfort level for participating. Profile Example Goal Tools Creator amplify word of mouth blogs Critic product development wikis Collector market research RSS Joiner public relations social network Spectator canary in the coalmine brand monitoring Inactive getting started search

Social Media Tools at Sun Tool Description Notes blogs.sun.com publish your weblog Sun employees and interns only forums.sun.com technology discussions Customer facing and internal-only mediacast.sun.com rich media file sharing Uploads for Sun employees only wikis.sun.com collaborative publishing Employees, partners, customers, students egc.sun.com Channel Sun video community Uploads for Sun employees only planets.sun.com aggregate web feeds self-service RSS cetwo wiki / social network mashup Internal-use only

Social Media Tools Used by Sun Employees Tool Description Notes twitter SMS social network Mobile-device enabled. Sun feeds available. facebook Social network service Sun fan pages established. linkedin Business contacts and introductions Sun Microsystems and other corporate groups second life Virtual world Sun owns an island, regular events and training available del•icio•us Social bookmarking and many more!

Making Connections Blogosphere search tools: technorati.com blogs.sun.com Sun.com search tools: Sun Search / Communities Tab Social networking search tools Tweetscan and Twubble Step 1: Listen for relevant conversations.

Blogosphere search tools:

technorati.com

blogs.sun.com

Sun.com search tools:

Sun Search / Communities Tab

Social networking search tools

Tweetscan and Twubble

Making Connections Subscribe to blogs, social sites using RSS RSS-aware web browser, e-mail client Portals, desktop applications Friend the people you like Follow interesting people on social networking sites Set up watches on forums and wikis Step 2: Follow the conversation.

Subscribe to blogs, social sites using RSS

RSS-aware web browser, e-mail client

Portals, desktop applications

Friend the people you like

Follow interesting people on social networking sites

Set up watches on forums and wikis

Making Connections Post blog comments Link to the authors and posts you admire Add value to the conversation Post forums responses Post comments on wiki pages Update your social networking service profile page Write a blog, create a video or podcast, join a user group, tweet! Step 3: Join the conversation.

Post blog comments

Link to the authors and posts you admire

Add value to the conversation

Post forums responses

Post comments on wiki pages

Update your social networking service profile page

Write a blog, create a video or podcast, join a user group, tweet!

Your Digital Footprint Try googling yourself to see how the world views you Remember that links to and from blogs, social networking services and other sites influence search results The sum of your online interactions is your digital footprint Prospective employers, professional organizations, and others use your digital footprint like a resume Not happy with the results? Re-evaluate your participation habits and make adjustments.

Try googling yourself to see how the world views you

Remember that links to and from blogs, social networking services and other sites influence search results

The sum of your online interactions is your digital footprint

Prospective employers, professional organizations, and others use your digital footprint like a resume

Not happy with the results? Re-evaluate your participation habits and make adjustments.

Making Social Media Part of Your Work Life RSS desktop apps widgets mobile

Contacting Us Linda Skrocki [email_address] blogs.sun.com/lskrocki twitter.com/lskrocki Lou Ordorica [email_address] blogs.sun.com/socialfx twitter.com/louordorica

Linda Skrocki

[email_address]

blogs.sun.com/lskrocki

twitter.com/lskrocki

Lou Ordorica

[email_address]

blogs.sun.com/socialfx

twitter.com/louordorica