Social	
  Media	
  for	
  Business	
  
  &	
  World-­‐Class	
  Blogging	
  

Louis	
  Gray	
  of	
  LouisGray.com	
  
What	
  You	
  Can	
  Expect	
  to	
  Learn	
  and	
  Discuss	
  Today	
  


•  Know	
  Me	
  
•  Be	
  Like	
  Me	
  
   ...
First,	
  Some	
  Ground	
  Rules	
  

•  This	
  is	
  for	
  You	
  to	
  Learn,	
  
   and	
  Not	
  About	
  Me	
  
• ...
Know	
  Me	
  
        •  Early	
  adopter	
  tech	
  geek	
  blogger	
  
              –  2,000+	
  posts	
  since	
  200...
A	
  LiKle	
  More	
  Background	
  
        •  UC	
  Berkeley	
  Graduate	
  
              –  Double	
  Major	
  in	
  M...
A	
  Brief	
  History	
  of	
  
 LouisGray.com	
  
louisgray.com:	
  2001-­‐2005	
  




                          via	
  archive.org	
  

7	
  
FIRST	
  POST!
                     	
  




8	
  
louisgray.com:	
  2006	
  




                           via	
  archive.org	
  
9	
  
louisgray.com:	
  2007	
  




                       via	
  archive.org	
  
10	
  
Learning	
  to	
  Write	
  to	
  An	
  Audience	
  




         	
  “If	
  I	
  didn't	
  start	
  wriCng	
  about	
  stu...
louisgray.com:	
  2008	
  




                       via	
  archive.org	
  
12	
  
louisgray.com:	
  2009	
  




13	
  
Some	
  Services	
  that	
  Debuted	
  Here	
  




14	
  
Do	
  A	
  Good	
  Turn	
  Daily	
  




    •    HighlighCng	
  5	
  Bloggers	
  a	
  Month	
  
    •    HighlighCng	
  1...
Progress	
  Takes	
  Time	
  
    •  In	
  2006,	
  I	
  didn’t	
  have	
  very	
  much
       	
  focus,	
  nor	
  an	
  ...
Ten	
  Takeaways	
  
    1.  Do	
  Not	
  Expect	
  Instant	
  Success	
  
    2.  Find	
  Your	
  Voice	
  and	
  Focus	
...
World-­‐Class	
  Blogging	
  
   Has	
  Changed	
  
The	
  World	
  of	
  Blogging	
  (2006)	
  
                                          Reader	
  Comments	
  
            ...
But	
  Wait!	
  There’s	
  Much	
  More	
  Now.	
  



         Blogging	
  
         (the	
  new	
  way)	
     +
20	
  
Some	
  In	
  Old	
  Media	
  Are	
  In	
  Denial	
  
            “All	
  of	
  my	
  readers’	
  comments
              	...
Time	
  for	
  the	
  Truth	
  




         	
  	
  World	
  class	
  blogging	
  means	
  being	
  acCve
             	
...
Tools	
  to	
  Help	
  You	
  Be	
  “World	
  Class”	
  
    BroadcasCng	
                                           Liste...
What	
  I	
  Do	
  In	
  A	
  Typical	
  Day	
  
    •    1	
  –	
  3	
  Blog	
  Posts	
  
    •    5	
  –	
  6	
  TwiKer	...
How	
  I	
  Make	
  Time	
  for	
  Everything	
  

    •  High	
  Quality	
  Input	
  
          –  Reduce	
  noise	
  by	...
How	
  I	
  Make	
  Time	
  for	
  Everything	
  




         •  My	
  Social	
  Media	
  ConsumpCon	
  Workflow	
  
     ...
Read	
  Fast.	
  Analyse	
  Fast.	
  Act	
  Fast.	
  

    •  Analysis	
  Paralysis	
  Can	
  Waste	
  Valuable	
  Time	
 ...
The	
  Real-­‐Time	
  Web	
  
Real-­‐Time:	
  Even	
  Google	
  Is	
  Too	
  Slow	
  

    •  Google’s	
  Goal:	
  Find	
  the	
  Best	
  Answer	
  for	...
Real-­‐Time:	
  Even	
  Google	
  Is	
  Too	
  Slow	
  

    •  Google’s	
  Approach	
  to	
  a	
  Live	
  Event:	
  Nothi...
Real-­‐Time	
  Search:	
  TwiKer	
  	
  




    •  The	
  Goal:	
  Find	
  the	
  most	
  recent	
  updates	
  on	
  the	...
Real-­‐Time	
  Saved	
  Searches:	
  TwiKer
                                                   	
  




    •  Saved	
  se...
Real-­‐Time	
  Alerts:	
  TweetBeep	
  
•  Not	
  In	
  Front	
  of	
  TwiKer?	
  
         –  TweetBeep	
  sends	
  you
 ...
Real-­‐Time	
  Alerts:	
  BackType	
  

    •  Comments	
  by	
  E-­‐mail	
  
         –  Scours	
  all	
  popular
       ...
Real-­‐Time:	
  More	
  Than	
  Just	
  Search	
  




         	
  Lazyfeed.com	
  watches	
  RSS	
  feeds	
  for	
  topi...
Real-­‐Time:	
  More	
  Than	
  Just	
  Search	
  




         	
  	
  JS-­‐Kit’s	
  Echo	
  commenCng	
  plaporm	
  lets...
Real-­‐Time:	
  More	
  than	
  Just	
  Search	
  

    Speeding	
  Up	
  RSS	
  
    •  Two	
  new	
  approaches	
  
    ...
Real-­‐Time	
  In	
  Your	
  Social	
  Network	
  




    •  Facebook’s	
  news	
  feed	
  now	
  updates	
  in	
  real	
...
Time	
  for	
  the	
  Truth	
  




         	
  Real-­‐Cme	
  is	
  becoming	
  more	
  than	
  a	
  buzzword.	
  It’s	
 ...
The	
  Rise	
  of	
  RSS	
  and	
  
Social	
  Networks	
  Everywhere	
  
What	
  Is	
  RSS	
  and	
  Who	
  Cares?	
  

    	
  	
  	
  	
  RSS	
  stands	
  for	
  “Real	
  Simple
               ...
What	
  Is	
  RSS	
  and	
  Who	
  Cares?	
  

           	
  RSS	
  Feed	
  Readers	
  are	
  one	
  of
               	
...
Google	
  Reader	
  
                       •  The	
  most	
  popular
                          	
  RSS	
  feed	
  reader....
Google	
  Reader	
  (conversaCons)	
  
                             •  Shared	
  items	
  in
                             ...
FriendFeed	
  
                     •  Powerful	
  service
                        	
  aggregator	
  
                    ...
TwiKer	
  
             •  Powerful	
  
                microblogging	
  
                service	
  
             •  140	...
Facebook	
  
                   •  The	
  world’s	
  largest
                      	
  social	
  network	
  
             ...
Socialmedian	
  




    •  Socialmedian	
  is	
  a	
  social	
  news	
  aggregator	
  based	
  on	
  topics.	
  You
     ...
Social	
  Media	
  
for	
  Business	
  
A	
  New	
  Reality	
  Forces	
  New	
  Rules
                                                 	
  
•  The	
  Old	
  Strat...
The	
  Landscape	
  Is	
  Changing 	
  	
  
     Old Way                              New Way



          Vendor



     ...
New	
  MarkeCng	
  Formula	
  

•  It’s	
  not	
  about	
  spamming	
  (email,	
  TV,	
  radio,
   	
  newspaper)	
  1,000...
The	
  Landscape	
  Is	
  Changing	
  

 •  Word	
  Of	
  Mouth,	
  Peer	
  Recs	
  Trump	
  AdverCsing	
  




 •  20	
  ...
By	
  Embracing	
  Social	
  Media	
  
•  Gain	
  Mindshare	
                                •  Execute	
  With	
  Best	
 ...
Three	
  Parallel,	
  Important,	
  Tracks	
  
•  Listening	
  
    –  New	
  tools	
  are	
  available	
  that	
  let	
  ...
AnCcipated	
  Benefits	
  
•    Brand	
  and	
  Thought	
  Leadership	
  
      –  Be	
  more	
  acCve	
  in	
  the	
  fast...
With	
  Privilege	
  Comes	
  Responsibility	
  
•    Example:	
  Sun	
  Microsystems	
  Corporate	
  Guidelines	
  
     ...
Blog	
  With	
  Passion,	
  Not	
  as	
  a	
  Chore	
  

•  Good	
  blogging	
                     •  Bad	
  blogging	
  
...
Leveraging	
  Content	
  to	
  Build	
  Brand	
  

•  The	
  best	
  blogs	
  link	
  out	
  and	
  aren’t	
  silos	
  
  ...
AggregaCon	
  &	
  Lifestreaming?	
  

•  With	
  so	
  many	
  different	
  social	
  media	
  tools	
  out	
  there,	
  s...
Social	
  Media	
  for	
  Business:	
  Flow	
  
                                      •  The	
  blog	
  should	
  be
     ...
Case	
  Study	
  Example:	
  Emulex	
  
                                  •  3-­‐Month	
  Project	
  
                    ...
Keep	
  Work	
  and	
  Personal	
  Separate	
  
    •  Don’t	
  Cross	
  the	
  Streams	
                     •  How	
  to...
Harnessing	
  
InformaCon	
  Overload	
  
SituaCon	
  Analysis	
  
  As	
  Business	
  Owners,	
  You	
  Are	
  Expected:	
  
     •  To	
  monitor	
  everything	
...
Let	
  The	
  Tools	
  Do	
  the	
  Work	
  
  What	
  Makes	
  More	
  Sense	
  –	
  Reading	
  1,000	
  posts	
  in
   ...
AggregaCon	
  and	
  Blog	
  Search	
  
  Google	
  Blog	
  Search	
  –	
  scouring	
  blogs	
  for
   	
  keywords	
  an...
You	
  Control	
  the	
  Volume	
  
  Have	
  You	
  Ever	
  Said…	
  
     •  Every	
  Cme	
  I	
  log	
  in	
  to	
  Go...
You	
  Control	
  the	
  Volume	
  
  Who	
  Created	
  This	
  Mess?	
  
      •  Did	
  somebody	
  else	
  sign	
  up	...
Climbing	
  the	
  Mountain	
  of	
  Data	
  
  I	
  Didn’t	
  Say	
  Unsubscribe	
  from	
  Everything…	
  
     •  RSS	...
Not	
  All	
  Data	
  Is	
  Equal	
  
  Do	
  you	
  treat	
  e-­‐mail	
  from	
  your	
  boss	
  the	
  same
   	
  way	...
Solve	
  The	
  Puzzle	
  
  “InformaCon	
  Overload”	
  is	
  caused	
  by:	
  
     •  Trying	
  to	
  not	
  miss	
  a...
Oversharing	
  and	
  
 Transparency	
  
What	
  Is	
  Oversharing?	
  




74	
  
Transparency	
  Is	
  Good:	
  With	
  Limits	
  
    •  Know	
  What	
  Data	
  Goes	
  Where	
  
         –  Not	
  ever...
Managing	
  Your	
  Data	
  Flow	
  
The	
  Social	
  Data	
  Explosion	
  

       The	
  growing	
  number	
  of	
  social	
  sites
        	
  enables	
  u...
The	
  Social	
  Data	
  Impact	
  

       The	
  ease	
  of	
  data	
  creaCon	
  and
        	
  distribuCon	
  can	
 ...
Confusion	
  And	
  Complexity	
  

                        •  One	
  Approach:	
  Send	
  All
                           ...
SelecCvely	
  Manage	
  Your	
  Data	
  

•  Choose	
  what	
  updates	
  are	
  most	
  appropriate	
  for	
  which	
  
 ...
Data	
  Flow:	
  Blogging	
  

                           •  Publish	
  once,	
  land	
  in	
  
                          ...
Data	
  Flow:	
  TwiKer	
  
•  Microupdate,	
  Mega	
  Reach	
  
    –  TwiKer,	
  IdenCca	
  and	
  other
       	
  micr...
Data	
  Flow:	
  FriendFeed	
  

                         •  57	
  Supported	
  Services	
  
                             ...
Data	
  Flow:	
  FriendFeed	
  
                         •  A	
  Strong	
  Data	
  Conduit	
  
                           ...
My Social Media Data Flow	
  




     	
  Leveraging	
  RSS,	
  I	
  send	
  my	
  blog	
  posts	
  to	
  subscribers	
  ...
Social	
  Media	
  Data	
  Flow:	
  Example	
  


1)    I	
  Bookmark	
  an	
  Item	
  in	
  Delicious	
  
2)    FriendFee...
Don’t	
  Forget	
  to	
  ParCcipate	
  

   Social	
  networks	
  expect	
  you	
  to	
  listen	
  and
    	
  parCcipate...
Follow	
  Me	
  
Resources	
  
•    BackType:               	
     	
  hKp://www.backtype.com	
  	
  
•    Ecademy                 	
     	...
Where	
  to	
  Find	
  Me	
  
•    Blog:	
  
     hKp://www.louisgray.com	
  
•    BackType:	
  
     hKp://www.backtype.c...
Thank	
  you	
  
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Social Media for Business and World-Class Blogging

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A September 2009 presentation to Ecademy members in London on social media for business and world-class blogging. By Louis Gray

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Social Media for Business and World-Class Blogging

  1. 1. Social  Media  for  Business   &  World-­‐Class  Blogging   Louis  Gray  of  LouisGray.com  
  2. 2. What  You  Can  Expect  to  Learn  and  Discuss  Today   •  Know  Me   •  Be  Like  Me   –  A  New  World  of  Real-­‐Time   •  InformaCon  Discovery  and  ParCcipaCon   –  How  to  Leverage  RSS  and  Social  Networks   •  RSS,  Google  Reader,  TwiKer,  FriendFeed,   SocialMedian  &  Facebook   –  Best  PracCces   •  Tips  and  Tricks,  SeparaCng  Personal  from  Business,  Avoiding  Oversharing  and  OpCmizing  Your  Data  Flow   •  Follow  Me   2  
  3. 3. First,  Some  Ground  Rules   •  This  is  for  You  to  Learn,   and  Not  About  Me   •  This  is  a  Two-­‐Way  Discussion,  Not  a  Lecture   •  There  Will  Be  Room  for  Demos,  Stories  and  Anything  Can  be  Repeated   •  Let’s  Have  Some  Fun  and  Engage.  No  Sleeping!   3  
  4. 4. Know  Me   •  Early  adopter  tech  geek  blogger   –  2,000+  posts  since  2006   –  Launched  Socialmedian,   TweetDeck,  many  social  services.   –  AcCve  social  media  user,  especially  FriendFeed  and  Google  Reader   •  Member  of  advisory  boards   –  SocialToo,  ReadBurner,  BuzzGain,  Teens  In  Tech,  and  YackTrack   •  Managing  Director,  New  Media   at  Paladin  Advisor  Group   •  Father  to  1-­‐year-­‐old  twins   4  
  5. 5. A  LiKle  More  Background   •  UC  Berkeley  Graduate   –  Double  Major  in  Mass  CommunicaCons  and  PoliCcal  Science  (1999)   –  Worked  as  Online  Editor,  Crime  Reporter  for  student  newspaper  from  1996-­‐98   •  12  Yrs  Working  In  Silicon  Valley   –  Internet  Valley  from  1998-­‐99  as  an  E-­‐commerce  Analyst   –  3Cube  from  1999-­‐2001  as  the  Web  MarkeCng  Manager   –  BlueArc  from  2001-­‐09  as  Director  of  Corporate  MarkeCng   5  
  6. 6. A  Brief  History  of   LouisGray.com  
  7. 7. louisgray.com:  2001-­‐2005   via  archive.org   7  
  8. 8. FIRST  POST!   8  
  9. 9. louisgray.com:  2006   via  archive.org   9  
  10. 10. louisgray.com:  2007   via  archive.org   10  
  11. 11. Learning  to  Write  to  An  Audience    “If  I  didn't  start  wriCng  about  stuff  that  Scoble  wanted,  he  would  unsubscribe.  He  wouldn't  share  my  items  in  his  link  reader,  and  that'd  be  the  end  of  that  liKle  experiment.  Luckily,  I  started  to  arc  my  coverage  even  more  toward  tech,  and  more  toward  those  things  he  liked…”   –  Me  (March  7,  2008)   11  
  12. 12. louisgray.com:  2008   via  archive.org   12  
  13. 13. louisgray.com:  2009   13  
  14. 14. Some  Services  that  Debuted  Here   14  
  15. 15. Do  A  Good  Turn  Daily   •  HighlighCng  5  Bloggers  a  Month   •  HighlighCng  10  new  Friendfeed  Accounts  Each  Month   •  95+%  of  my  Google  Reader  shares  are  from  other  bloggers   •  Consistent  bookmarking  of  content  related  to  the  site  on  Delicious   15  
  16. 16. Progress  Takes  Time   •  In  2006,  I  didn’t  have  very  much  focus,  nor  an  audience   •  In  2007,  I  noCced  prominent  people  aware  of  my  blog,  and  companies  would  respond   •  In  2008,  I  became  more  embedded  in  social  media,  predicCons  around  aggregaCon via  BlogPerfume    and  lifestreaming  came  true   •  In  2009,  visibility  grew  as  I   expanded  my  reach  to  new   social  sites,  stayed  acCve   16  
  17. 17. Ten  Takeaways   1.  Do  Not  Expect  Instant  Success   2.  Find  Your  Voice  and  Focus   3.  Be  Genuine  and  Trusted   4.  Be  Consistent  In  Schedule   5.  Be  Unique  In  Coverage   6.  Be  PosiCve,  Avoid  Conflict   7.  Show  Passion,  Excitement   8.  Engage  With  Your  Audience   9.  Find  ConversaCons  Everywhere   10.  There  Is  Always  Time.  Find  it.   17  
  18. 18. World-­‐Class  Blogging   Has  Changed  
  19. 19. The  World  of  Blogging  (2006)   Reader  Comments   And  E-­‐mail   Blogging   Links,  Blog  Rolls   (the  old  way)   And  TrackBacks   Comments  on   Other  Blogs   19  
  20. 20. But  Wait!  There’s  Much  More  Now.   Blogging   (the  new  way)   + 20  
  21. 21. Some  In  Old  Media  Are  In  Denial   “All  of  my  readers’  comments  should  only  be  on  my  blog!”   “RSS  steals  my  page  views  away!”   “TwiKer  is  a  big  waste  of  Cme!”   “Google  is  stealing  my  content!”   “Facebook  is  for  college  students!”   21  
  22. 22. Time  for  the  Truth      World  class  blogging  means  being  acCve  wherever  the  conversaCon  is  and  embracing  the  new  tools  in  the  right  way.  No  more  silos.   22  
  23. 23. Tools  to  Help  You  Be  “World  Class”   BroadcasCng   Listening   •  Facebook:  Social  network  and   •  BackType:  Instant  alerts  by  e-­‐mail   expanding  aggregator.   on  topics  or  your  name.   •  FeedBurner:  RSS  engine  common   •  Disqus:  Comments  and  social   on  most  blogs,  owned  by  Google,   reacCons.   with  detailed  staCsCcs.   •  FriendFeed:  Real-­‐Cme  search  over   •  FriendFeed:  Social  aggregaCon  and   50+  social  services.   discussion  plaporm.   •  Google  Alerts:  Alerts  by  e-­‐mail  for   •  TwiKer:  Microblogging  community   blog  and  news  menCons.   •  JS-­‐Kit  Echo:  Real-­‐Cme  comments,   social  reacCons   •  TweetBeep:  Alerts  by  e-­‐mail  for   TwiKer  search  terms.   23  
  24. 24. What  I  Do  In  A  Typical  Day   •  1  –  3  Blog  Posts   •  5  –  6  TwiKer  Updates   •  Skim  900+  RSS  ArCcles   •  Share  20-­‐25  Top  ArCcles   in  Google  Reader   via  TweetStats   •  Like  30  Items  on  FriendFeed   •  30  Comments  on  FriendFeed   •  2  –  3  NaCve  Posts  to  FriendFeed   •  1  –  3  Delicious  Bookmarks   •  Miscellaneous  acCvity  on   Facebook,  Socialmedian,   LinkedIn,  YouTube,  Smugmug   via  Google  Reader   or  other  networks.   24  
  25. 25. How  I  Make  Time  for  Everything   •  High  Quality  Input   –  Reduce  noise  by  subscribing,  following,  organizing  the  right  people  on  the  right  networks   •  Read  Fast,  Decide  Fast,  Act  Fast   –  Make  a  decision  to  an  acCon  (sharing  +  liking)  quickly,  and  also  skip  irrelevant  informaCon  quickly.   –  Usual  blog  posts  take  about  20  minutes  +  imagery.   •  “And”  and  “Between”   –  Social  acCvity  is  easy  in  manageable  chunks.  I  read  RSS  a  few  minutes  of  every  hour  through  the  day.   –  Read  feeds  AND  watch  TV.  Blog  AND  listen  to  music.   –  Learn  how  to  do  things  in  parallel  with  pracCce.   25  
  26. 26. How  I  Make  Time  for  Everything   •  My  Social  Media  ConsumpCon  Workflow   –  Start  the  day  with  e-­‐mail  and  respond  to  most  important  items,  including  comment  noCficaCons  from  the  blog,  engaging  with  entrepreneurs  and  PR.  File  service  noCficaCons.   –  Check  blog  reacCons  from  Google  Blogsearch  and  TechnoraC.  Engage  or  bookmark.   –  Read  Google  Reader  RSS  feeds,  share  most  important  arCcles.   –  Search  TwiKer  for  responses  and  shares  to  the  blog.   –  Finish  on  FriendFeed  ater  all  acCvity  has  taken  place.  (And  my  feed  is  complete!)   26  
  27. 27. Read  Fast.  Analyse  Fast.  Act  Fast.   •  Analysis  Paralysis  Can  Waste  Valuable  Time   –  So  Make  Sure  Your  Sources  Are  Quality   –  Don’t  Read  Items  You  Don’t  Care  About!   •  Some  tricks  I  use   1.  Headlines  and  1st  paragraphs  are  criCcal   2.  Accrued  knowledge  of  the  source  and  author   3.  PercepCon  of  the  downstream  audience   •  Always  think…  “What  happens  when  I  ___  ?”   27  
  28. 28. The  Real-­‐Time  Web  
  29. 29. Real-­‐Time:  Even  Google  Is  Too  Slow   •  Google’s  Goal:  Find  the  Best  Answer  for  Your  Search   –  It  doesn’t  maKer  much  how  old  the  link  is,  so  long  as  it  is  the  right  one.   –  One  “perfect”  result  for  everybody.   •  But  this  kind  of  search  fails  when  it  comes  to  events  and  news  that  are  occurring  live.  What  is  the  current  senCment  about  a  person,  brand,  or  a  shared  event,  such  as  TV  show  or  sporCng  event?   29  
  30. 30. Real-­‐Time:  Even  Google  Is  Too  Slow   •  Google’s  Approach  to  a  Live  Event:  Nothing  New   It’s  September  17th.  Shouldn’t  Google  know  it  happened?   30  
  31. 31. Real-­‐Time  Search:  TwiKer     •  The  Goal:  Find  the  most  recent  updates  on  the  topic  from  anyone.  Get  a  real-­‐Cme  “pulse  of  the  planet”.     •  As  updates  arrive,  they  queue  up  unCl  you  refresh.  You  can  see  their  age  by  “minutes  ago”.   31  
  32. 32. Real-­‐Time  Saved  Searches:  TwiKer   •  Saved  searches  are  present  in  your  sidebar  for  easy  retrieval.   •  Tip:  Save  one  for  @username  OR  “First  Last  Name”   •  Tip:  Watch  your  brand  and  the  compeCCon.   32  
  33. 33. Real-­‐Time  Alerts:  TweetBeep   •  Not  In  Front  of  TwiKer?   –  TweetBeep  sends  you  alerts,  by  e-­‐mail,  on  terms  you  select.   –  Tip:  Set  one  up  for  your  brand,  compeCtors  and  your  name.   –  You  can  click  “View”,  “Reply”  or  “Retweet”  to  take  acCon.   www.tweetbeep.com   33  
  34. 34. Real-­‐Time  Alerts:  BackType   •  Comments  by  E-­‐mail   –  Scours  all  popular  blogging  plaporms,  Digg,  Reddit,  FriendFeed   –  Links  take  you  to  the  comment  which  take  you  to  the  source.   –  Never  miss  somebody  menConing  you  or  your  brand  online.   www.backtype.com   34  
  35. 35. Real-­‐Time:  More  Than  Just  Search    Lazyfeed.com  watches  RSS  feeds  for  topics  you  have  selected.   Updated  in  real-­‐Cme,  new  topics  are    highlighted  in  your  side  bar.  The  newest  posts  are  at  the  top  on  the  right,  with  related  topics.  Set  up  your  keywords,  and  watch  them  roll  in.   35  
  36. 36. Real-­‐Time:  More  Than  Just  Search      JS-­‐Kit’s  Echo  commenCng  plaporm  lets  blog  owners  and  commentors  see  updates  in  real-­‐Cme  as  new  noCces  are  posted.  The  product  also  acCvely  tracks  blog  “reacCons”  from  around  the  Web,  including  TwiKer  and  FriendFeed.   36  
  37. 37. Real-­‐Time:  More  than  Just  Search   Speeding  Up  RSS   •  Two  new  approaches   –  PubSubHubbub   –  RSSCloud   •  The  goal:  Instant,  real-­‐Cme  updates  from  your  blog  to  RSS  readers,  FriendFeed,  etc.   •  Deployed  on  FeedBurner,  Google  Reader,  Blogger,  FriendFeed,  LazyFeed  and  many  more  services.   37  
  38. 38. Real-­‐Time  In  Your  Social  Network   •  Facebook’s  news  feed  now  updates  in  real  Cme  as  your  friends  change  their  status  or  have  acCvity  on  external  sites.  Click  the  “Show  XX  New  Posts”  to  have  them  flow  in  to  your  news  feed.   38  
  39. 39. Time  for  the  Truth    Real-­‐Cme  is  becoming  more  than  a  buzzword.  It’s  a  reality  that  is  speeding  up  nearly  every  aspect  of  our  social  infrastructure.  This  leads  to  faster  discovery  and  conversaCons,  more  viral  acCvity,  and  rapid  responses.   39  
  40. 40. The  Rise  of  RSS  and   Social  Networks  Everywhere  
  41. 41. What  Is  RSS  and  Who  Cares?          RSS  stands  for  “Real  Simple  SyndicaCon”.  RSS  is  the  protocol  that  lets  updates  flow  from  one  Web  site  to  another  –  from  your  blog  to  feed  readers,  and  from  publishers  to  Yahoo!  or  Google  News.   41  
  42. 42. What  Is  RSS  and  Who  Cares?    RSS  Feed  Readers  are  one  of  the  fastest  ways  to  read  lots  of  updates  and  save  subscripCons.            As  a  blog  author,  you  can  set  up  your  RSS  to  send  updates  by  e-­‐mail  to  your  subscribers.  
  43. 43. Google  Reader   •  The  most  popular  RSS  feed  reader.   •  Sort  subscripCons  by  categories.   •  Share  items  with  friends  to  a  link  blog  or  e-­‐mail.   •  Follow  other  people’s  shared  items  to  find  more  stories.  
  44. 44. Google  Reader  (conversaCons)   •  Shared  items  in  Google  Reader  enable  conversaCons   •  You  can  see  conversaCons  on  your  items  in  “Comment  View”.  
  45. 45. FriendFeed   •  Powerful  service  aggregator   •  Real-­‐Cme  updates   •  Lists  and  Groups   •  Advanced  search   •  Audio,  photos  and  video  all  displayed  in  line   •  Acquired  by  Facebook   45  
  46. 46. TwiKer   •  Powerful   microblogging   service   •  140  character  limit   •  Hashtags  for  topics   •  @Replies  to  other  users   •  Trending  topics   •  Saved  Searches  
  47. 47. Facebook   •  The  world’s  largest  social  network   •  Connect  with  friends  and  family   •  Share  profiles  and  photos   •  Expanded  news  feed  to  gather  data  from  3rd  party  sites.   •  Real-­‐Cme  chat   •  Powerful  games  plaporm  as  well   47  
  48. 48. Socialmedian   •  Socialmedian  is  a  social  news  aggregator  based  on  topics.  You  can  connect  to  friends  or  follow  your  interests.  Shared  items  from  other  Web  sites,  such  as  Google  Reader  flow  to  Socialmedian  as  well.   48  
  49. 49. Social  Media   for  Business  
  50. 50. A  New  Reality  Forces  New  Rules   •  The  Old  Strategy  of  PR,  Demand  Gen  and  Customer  Service   –  Find  a  way  to  enCce  prospects  to  come  to  you,  whether  to  your  phone  number,  or  your  Web  site,  in  pracCcally  any  way  you  can.   –  Act  like  an  authority  and  deliver  your  polished  message.  Take  Cme  to  make  it  perfect.   –  The  idea:  the  more  visitors  to  the  site,  or  the  more  phone  calls,  we  get,  the  more  leads  we  deliver,  and  the  easier  it  is  to  measure  success.   •  The  New  Strategy  of  Social  PR,  Demand  Gen  and  Service   –  Go  to  where  the  customers  are,  no  maKer  where  they  are.   –  Respond  quickly  in  a  familiar  way,  on  message,  but  as  an  individual,  not  as  if  the  response  has  been  veKed  or  moderated.   –  The  idea:  Become  a  trusted  peer  or  ally,  and  you  will  become  part  of  the  conversaCon,  recommended,  and  eventually,  a  partner.  
  51. 51. The  Landscape  Is  Changing     Old Way New Way Vendor Community Community Press Analysts Vendor Customer Community Community
  52. 52. New  MarkeCng  Formula   •  It’s  not  about  spamming  (email,  TV,  radio,  newspaper)  1,000,000  to  reach  100  anymore.   •  It’s  about  connecCng  with  10  people  who  reach  100  who  reach  1,000.  
  53. 53. The  Landscape  Is  Changing   •  Word  Of  Mouth,  Peer  Recs  Trump  AdverCsing   •  20  percent  of  all  Tweets  menCon  a  brand.  
  54. 54. By  Embracing  Social  Media   •  Gain  Mindshare   •  Execute  With  Best  PracCces   –  By  execuCng  with  a  consistent –  Become  a  trusted  brand    message  across  all  vehicles   –  Speak  with  personality   –  By  acCng  bigger  than  reality   –  Listen  and  respond  quickly   –  By  updaCng  frequently,  with –  Engage  with  the  community  valuable  content    and  parCcipate   –  By  engaging  with  partners, –  Keep  a  consistent  pace    prospects  and  compeCCon –  Delivering  a  dynamic  Web  site  openly  in  a  posiCve  way    that  Google  and  other  search  engines  prefer  over  a  staCc  one  
  55. 55. Three  Parallel,  Important,  Tracks   •  Listening   –  New  tools  are  available  that  let  you  watch  for  your  company,  your  compeCCon,  your  products  and  industry  in  near  real-­‐Cme,  from  blog  posts,  to  comments  on  blogs,  to  TwiKer  updates  and  other  social  acCvity.   –  You  can  be  alerted  in  real  Cme,  even  if  you’re  not  constantly  surveying.   •  BroadcasCng   –  You  can  extend  the  message  you  already  have  to  a  new  audience  with  greater  reach  and  frequency.   •  Engaging   –  Instead  of  “speaking  at”  a  marketplace,  you  can  speak  with  the  marketplace,  giving  prospects,  partners,  media  and  compeCCon  an  equal  forum  to  parCcipate.  
  56. 56. AnCcipated  Benefits   •  Brand  and  Thought  Leadership   –  Be  more  acCve  in  the  faster-­‐paced  world  of  social  networking.  Frequent  updates  will  show  the  company  is  delivering  consistent  acCvity  and  listening  to  the  market  at  large.   –  The  company  can  be  seen  as  developing  thought  leadership  between  frequent  press  releases  and  official  corporate  updates.   –  Assuming  thought  leadership  campaigns  are  successful,  company  execuCves  may  gain  addiConal  speaking  opportuniCes,  or  syndicated  columns  with  relevant  press.   •  Web  site  Traffic   –  Google  and  other  search  engines  are  favoring  sites  that  are  updated  frequently,  and  have  new  content.  More  frequent  updates  would  keep  the  site  looking  “fresh”  to  the  spiders  and  keep  the  company  high  on  related  keywords.   –  Thought-­‐provoking  blog  posts  and  other  social  content  will  increase  links  to  the  site,  further  impacCng  the  site’s  ability  to  be  found,  and  improving  PageRank,  also  used  by  Google  to  determine  relevance  on  keywords.   •  Visibility  and  Engagement   •  Revenue  and  Pipeline  
  57. 57. With  Privilege  Comes  Responsibility   •  Example:  Sun  Microsystems  Corporate  Guidelines   (hKp://www.sun.com/communiCes/guidelines.jsp)   1.  ConversaCon  is  a  two-­‐way  street.  Read  what  others  are  saying,  and  link.   2.  Don’t  tell  company  secrets.  It  is  okay  to  talk  about  work,  but  not  break  NDAs,  or  publish  proprietary  informaCon.   3.  Do  not  comment  on  legal  maKers  unless  you  are  the  approved  spokesperson.   4.  Be  respecpul  in  interacCons  and  discourse.   5.  Be  interesCng,  but  honest.   6.  Write  about  subjects  you  know,  so  you  don’t  get  embarrassed  by  an  expert.   7.  Don’t  write  anonymously.   8.  Do  not  talk  about  financial  topics  or  future-­‐looking  performance.   9.  Quality  maKers.   10.  Think  about  consequences.  Do  not  trash  or  embarrass  the  company.   11.  Do  not  share  other  people/company’s  intellectual  property.   12.  A  disclaimer  is  nice  to  have,  but  not  legally  binding.  
  58. 58. Blog  With  Passion,  Not  as  a  Chore   •  Good  blogging   •  Bad  blogging   –  Has  personality   –  Seems  forced   –  Has  engagement   –  Is  moderated   –  Doesn’t  seem  filtered   –  Is  infrequent   –  Has  intelligence   –  Is  unfocused   –  Has  data   –  Is  siloed   –  Uses  references,  links   –  Is  not  believable   –  Builds  community  
  59. 59. Leveraging  Content  to  Build  Brand   •  The  best  blogs  link  out  and  aren’t  silos   –  It  shows  you’re  listening  and  engaged.   –  It  shows  an  interest  in  the  market  and  other  voices.   •  RSS  readers  enable  you  to  share  items   –  Sharing  items  creates  a  “link  blog”  of  items  you  have  found  interesCng.   –  In  effect,  you  become  a  trusted  informaCon  filter  and  can  select  the  news  you  want  your  audience  to  read.  
  60. 60. AggregaCon  &  Lifestreaming?   •  With  so  many  different  social  media  tools  out  there,  sites  have  emerged  to  show  all  your    online  acCvity  in  one  place,  from  blog  posts  to  bookmarks,  Flickr  photos  and  YouTube  videos.   •  You  can  then  follow  individuals  and  they  can  follow  you,  and  engage  on  your  content.   •  FriendFeed  is  the  most  well-­‐known,  while  Plaxo,  Socialmedian  are  similar,  and  Facebook  is  taking  a  similar  approach.   •  Proponents  say  these  lifestreams  could  supplant  blogs  and  search,  augment  adverCsing,  demand  gen.  
  61. 61. Social  Media  for  Business:  Flow   •  The  blog  should  be  your  company’s  online  brand.   •  Also  important:   –  TwiKer  feed   –  Facebook  fan  page   –  YouTube  channel   –  Slideshare  presos   –  Link  Blog   61  
  62. 62. Case  Study  Example:  Emulex   •  3-­‐Month  Project   –  Expanded  from  1  blog  to  5,  updated  weekly   –  Added  125  Facebook  fans   –  Quadrupled  TwiKer  following,  surpassing  #1  compeCtor.   –  Integrated  social  bookmarks  into  every  page  of  the  site  and  e -­‐mail  signatures.   62  
  63. 63. Keep  Work  and  Personal  Separate   •  Don’t  Cross  the  Streams   •  How  to  Do  It   –  Unless  you  are  a  sole –  Work  life  in  one  browser,  and  proprietor,  you  don’t  want  to  you  in  another.    pollute  the  brand.   –  Separate  preferences  and –  Work  acCvity  is  more  logins  for  TwiKer  tools,  like  professional,  less  casual    TweetDeck   –  You  can  seamlessly  transiCon –  Centralized  Gmail  account  for  if  you  are  not  Ced  to  the  social  informaCon    brand.   –  Second  Disqus  commenCng  account  for  the  company.     63  
  64. 64. Harnessing   InformaCon  Overload  
  65. 65. SituaCon  Analysis     As  Business  Owners,  You  Are  Expected:   •  To  monitor  everything  instantly,  24  by  7.   •  To  be  everywhere  and  parCcipate.   •  To  deliver  a  consistent  message  to  all  people,  including  prospects,  customers,  partners, The  quality  and  speed  of      press,  analysts,  investors  &  employees.   your  informaCon   makes  you  a  super  hero.     There  is  More  Data  Out  There  Than  Ever   1.  Learn  the   tools   •  You  get  hundreds  of  e-­‐mails  a  day.   2.  Face  the   mountain   •  You  are  subscribed  to  hundreds  of  RSS  feeds.   3.  Engage   •  You  are  connected  to  thousands  on  social  sites.   appropriately   •  Do  you  ever  get  to  blink?  
  66. 66. Let  The  Tools  Do  the  Work     What  Makes  More  Sense  –  Reading  1,000  posts  in  the  chance  somebody  menCons  your  company,  or  instead,  ge|ng  an  e-­‐mail  every  Cme  they  do?     You  probably  know  about  Google  News  Alerts.   You  don’t  have  to     live  in  the  haystack   to  find  the  needle.     But  did  you  know…   •  You  can  use  TweetBeep  for  TwiKer  menCons?   •  You  can  use  BackType  for  comment  menCons?   1.  Be  Aware   •  You  can  search  aggregators  to  find  all  menCons 2.  Watch    across  mulCple  services  at  once?     Y   3.  Act  
  67. 67. AggregaCon  and  Blog  Search     Google  Blog  Search  –  scouring  blogs  for  keywords  and  offering  RSS  feeds  to  Google  Reader  or  any  other  similar  sotware.  (blogsearch.google.com)   State  of  the  art   discovery  is  a   beauCful  thing.         FriendFeed  –  Search  across  blogs,  TwiKer,  Flickr  and  50  other  social  services,  including  naCve  comments,  posts. Why  just  look  in   one  place  when    (www.friendfeed.com/search)   you  can  try  many   at  once?  
  68. 68. You  Control  the  Volume     Have  You  Ever  Said…   •  Every  Cme  I  log  in  to  Google  Reader  I  have  1,000+  items  to  read?   •  Do  you  have  any  idea  how  many  unread  e-­‐mails  I  have  in  my  in  box?   Want  more  data?   •  I  am  so  far  behind  in  reading  everybody’s  Tweets!   Just  turn  it  up.   Want  less?  Up  to  you.   •  How  did  I  get  on  this  e-­‐mail  list?  I  didn’t  subscribe!   •  By  the  Cme  I  finish  an  e-­‐mail,  I  have  three  new  ones!   It  is  100%  your  fault.  So  let’s  fix  it.  
  69. 69. You  Control  the  Volume     Who  Created  This  Mess?   •  Did  somebody  else  sign  up  to  all  those  RSS  feeds?   •  Wasn’t  it  you  who  put  yourself  on  that  list,  or  started  that  e-­‐mail  chain?   •  Didn’t  you  choose  to  follow  those  people  on  TwiKer  and  FriendFeed?   Want  more  data?   Just  turn  it  up.   Want  less?  Up  to  you.     You  Can  Turn  Down  the  Noise   •  Unsubscribe  from  lists.   •  Reduce  e-­‐mail  in  by  reducing  e-­‐mail  out.   •  Remove  less  relevant  feeds  in  favor  of  search.   •  Leverage  recommendaCons  from  friends  or  from  aggregaCon  sites  that  filter  for  you.   •  Skim  like  mad.  
  70. 70. Climbing  the  Mountain  of  Data     I  Didn’t  Say  Unsubscribe  from  Everything…   •  RSS  feeds  can  be  the  fastest  way  to  find  what  your  peers  and  prospects  are  talking  about.   •  Find  the  trusted  ones  in  your  market  and  always  be  listening.  ParCcipate  where  it  makes There’s  a  reason    sense.   hard  disk  densiCes   are  increasing  rapidly.     But  You  Don’t  Need  to  Read  Every  Word   •  Learn  who  the  authors  are.  Are  they  friends  or It  is  possible  to    foes?  Could  they  be  future  customers?   read  hundreds   •  Speed  read  and  get  your  Cme  back.  Read of  blog  posts  a  day    headlines,  skim  the  first  few  paragraphs  and and  not  die.    move  on  if  it’s  not  100%  relevant.  
  71. 71. Not  All  Data  Is  Equal     Do  you  treat  e-­‐mail  from  your  boss  the  same  way  as  your  spouse  or  vendor  or  subordinate?   •  Why  don’t  you?   1.  Influence   2.  Impact   Weigh  the  impact  and   visibility  of  the  data     Not  every  blog,  Tweet  or  e-­‐mail  is  equal   as  you  go.   •  People  have  accrued  and  earned  influence  and  impact  in  their  own  micro-­‐communiCes.   •  You  don’t  need  to  read  every  single  feed,  blog, 1.  Who?    tweet  or  e-­‐mail  to  be  an  informaCon  ninja.   2.  Why?   •  Learn  to  prioriCze,  filter  and  leverage  trusted 3.  What?    discovery  tools.   •  Don’t  be  afraid  to  unsubscribe  if  signal  decreases.  
  72. 72. Solve  The  Puzzle     “InformaCon  Overload”  is  caused  by:   •  Trying  to  not  miss  a  thing,  and  not  relying  on  sotware  that  can  be  your  aid.   •  Not  being  able  to  anCcipate  influence,  and  therefore  erring  by  seeing  all.   The  new  world  of   media  and  markeCng  can   fit  together  seamlessly     You  Hold  the  Key   •  Increase  the  quality  of  your  data  by  increasing  the  quality  of  your  sources.  Eliminate  junk.   Find  the  right   •  Use  smart  filtering,  search  tools  to  find  you  the data  fast,  and    right  data  at  the  right  Cme  in  the  right  place.   you  beat  the   •  Own  your  data.  Own  your  process.   compeCCon  cold.  
  73. 73. Oversharing  and   Transparency  
  74. 74. What  Is  Oversharing?   74  
  75. 75. Transparency  Is  Good:  With  Limits   •  Know  What  Data  Goes  Where   –  Not  every  social  network  has  the  same  community.  As  you  make  updates,  understand  where  they  will  end  up.   –  Be  cognizant  of  appearing  too  busy  or  “loud”.   •  Your  Shares,  Stream  Reflect  You   –  If  your  blog  is  your  new  brand,  then  your  social  media  acCvity  is  your  new  resume.  Be  sure  that  what  you  do  puts  you  in  a  good  light.   •  Think  before  you  Tweet   –  “What  are  You  Doing”  doesn’t  mean  you  have  to  actually  tell  us.   75  
  76. 76. Managing  Your  Data  Flow  
  77. 77. The  Social  Data  Explosion     The  growing  number  of  social  sites  enables  users  to  rapidly  share  text,  images  and  video  to  interested  friends  and  followers  around  the  world     Social  networks,  including  Facebook,  LinkedIn,  Plaxo,  TwiKer  and  FriendFeed  can  operate  both  as  the  desCnaCons  for  new  data  or  as  transmiKers  to  other  sites   77
  78. 78. The  Social  Data  Impact     The  ease  of  data  creaCon  and  distribuCon  can  create  conflicts  of  choice  as  to  the  ‘best’  way  to  send  updates  from  one  network  to  another     Comments  and  other  social  acCvity  can  occur  in  mulCple  locaCons  with  differing  social  networks  and  friend  circles   78
  79. 79. Confusion  And  Complexity   •  One  Approach:  Send  All  Data  to  All  Places   –  Spawning  duplicaCon   –  Mixing  social  circles   (e.g.  pro  vs.  casual)   –  Missing  downstream   conversaCons,  acCvity   –  Appearing  disjointed   and  uninvolved,   leading  to  resentment   79
  80. 80. SelecCvely  Manage  Your  Data   •  Choose  what  updates  are  most  appropriate  for  which   desCnaCons  where  you  parCcipate   –  You  may  want  your  YouTube  and  Flickr  updates  on   Facebook,  but  not  on  LinkedIn  or  Plaxo   –  You  may  want  your  TwiKer  updates  on  FriendFeed,  but  not   on  Facebook   •  Choose  the  major  tools  to  help  distribute   –  For  blogs,  this  is  typically  RSS   –  FriendFeed  can  leverage  TwiKer,  based  on  your  account   preferences   80
  81. 81. Data  Flow:  Blogging   •  Publish  once,  land  in   mulCple  places   –  RSS  sends  to  feed  readers,  like  Google  Reader,  in  full  text   –  Headlines  or  excerpts  can  be  sent  to  social  networks,  like  FriendFeed,  Socialmedian   –  You  can  also  use  tools   to  send  headlines  and   links  to  TwiKer  
  82. 82. Data  Flow:  TwiKer   •  Microupdate,  Mega  Reach   –  TwiKer,  IdenCca  and  other  microupdate  services  can  be  sent  to  aggregaCon  networks,  like  FriendFeed  and  Plaxo   –  TwiKer  messages  can  also  update  your  status  on  Facebook  and  LinkedIn    
  83. 83. Data  Flow:  FriendFeed   •  57  Supported  Services   –  FriendFeed  can  import   updates  from  all  around   the  Web   –  Most  users  are  only  acCve  on  a  dozen  or  so,  but  the  opCon  is  available  to  add  many  more   –  This  leaves  potenCal  for  duplicaCon  of  data  if  not  managed  well   hKp://friendfeed.com/user/services  
  84. 84. Data  Flow:  FriendFeed   •  A  Strong  Data  Conduit   –  FriendFeed  can  send  as  much  or  as  liKle  data  to  TwiKer  as  users  select   –  Manage  the  data  distribuCon  by  choosing  some  services  to  send,  while  not  including  others   –  Too  much  syndicaCon  can  lead  to  flooding  of  TwiKer,  annoying  followers   –  Don’t  create  a  data  loop!   hKp://friendfeed.com/se|ngs/posCng  
  85. 85. My Social Media Data Flow    Leveraging  RSS,  I  send  my  blog  posts  to  subscribers  on  RSS  readers  and  in  e-­‐mail  by  FeedBlitz.  I  trust  FriendFeed  to  distribute  select  sites  to  TwiKer,  which  in  turn,  updates  Facebook.  This  soluCon  makes  FriendFeed  the  foundaCon  and  conduit,  while  not  drowning  TwiKer  followers  in  too  many  updates.    
  86. 86. Social  Media  Data  Flow:  Example   1)  I  Bookmark  an  Item  in  Delicious   2)  FriendFeed  notes  it,  and  adds  it  to  my  feed   3)  FriendFeed  sends  it  to  TwiKer   4)  TwiKer  sends  it  to  Facebook  
  87. 87. Don’t  Forget  to  ParCcipate     Social  networks  expect  you  to  listen  and  parCcipate,  not  just  broadcasCng.  Be  sure  you  are  tuned  in  to  conversaCons  on  Facebook,  FriendFeed,  TwiKer  and  Socialmedian  about    your  content,  and  respond  as  you  are  able     Search  tools  in  FriendFeed  and  TwiKer  aid  discovery.  Tools  like  BackType  and  TweetBeep  can  help  provide  e-­‐mail  alerts.  Facebook  e-­‐mails  you  if  there  is  acCvity  on  your  stream.  
  88. 88. Follow  Me  
  89. 89. Resources   •  BackType:    hKp://www.backtype.com     •  Ecademy    hKp://www.ecademy.com     •  Facebook:    hKp://www.facebook.com   •  FeedBurner:    hKp://www.feedburner.com     •  FriendFeed:      hKp://www.friendfeed.com   •  Google  Reader:      hKp://www.google.com/reader   •  Lazyfeed:    hKp://www.lazyfeed.com     •  LinkedIn:    hKp://www.linkedin.com     •  Plaxo:      hKp://www.plaxo.com     •  Social  Median:      hKp://www.socialmedian.com     •  SocialToo:    hKp://www.socialtoo.com     •  TechnoraC:    hKp://www.technoraC.com     •  TweetBeep:      hKp://www.tweetbeep.com     •  TwiKer:      hKp://www.twiKer.com  
  90. 90. Where  to  Find  Me   •  Blog:   hKp://www.louisgray.com   •  BackType:   hKp://www.backtype.com/louisgray   •  Ecademy:   hKp://www.ecademy.com/account.php?id=468366       •  Facebook:   hKp://www.facebook.com/louisgray       •  Friendfeed:   hKp://www.friendfeed.com/louisgray     •  LinkedIn:   hKp://www.linkedin.com/in/louisgray     •  Social  Median:   hKp://www.socialmedian.com/louisgray     •  TwiKer:   hKp://www.twiKer.com/louisgray    
  91. 91. Thank  you  

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