New York, May 19, 2009

Social Media Principles

Nick Gonzalez

HACK ME

Focal Point Of
Startup Community

Focal Point Of
Startup Community
2,000,000 Daily

Focal Point Of
Startup Community
2,000,000 Daily
Legitimized Blogging

FLACK ME

Social Media

Social Media

(1)How Social Media Changes Marke9ng
Campaigns
(2)Principles For Successful Social Media
Marke9ng

Promise (1)
How Social Media Changes
Marke9ng Campaigns

Create

Create Distribute

Create Distribute Analyze

New Tools
New Approach

Create Distribute Analyze

Create Distribute Analyze
Features

Create Distribute Analyze
Channels
Features

Create Distribute Analyze
Channels
Features
Metrics

Changes In Approach

Changes
• Messages Are • Messages are
Statements QuesAons
• Channels are • Channels are
Conduits Cultures
• Metrics Measure • Metrics have
Exposure Meaning

Create
MarkeAng Messages
Are QuesAons

What would you say to
the President?

What would you say to
the President?

Guided ConversaAon

Distribute
Channels Are Cultures

Social Norms
• Behavior varies by
channel
• Forms of expression
• Types of gestures
• Types of relaAonships

Social Norms
• Behavior varies by
channel
• Forms of expression
• Types of gestures
• Types of relaAonships

Analyze
Metrics Have New
Meaning

New Metrics
Neilsen
• Friends
• Followers
• Readers
• Comments
• RaAngs

Promise (2)
Principles For Successful
Social Media Marke9ng

How Do We Reproduce
Success?

(1) Listen
(2) Be Authen9c
(3) Move Fast
(4) Less is More

Listening is Required
• Gauge SenAment
• Understand Culture
• Create a Response

Blog Post Heard ‘Round
The World

Dell’s (Slow) Response
• 12 blogs • Idea Storm
• 23 TwiXer accounts
• Forums ‐ 1.5 million
users
• Groups
• Wikis

Be AuthenAc
• Build Trust
• Be Raw
• Be Human

D !
S T E
B U

Move Fast
• Iterate ... Iterate ... Iterate
• Like exercise, a liXle each day

Less is More
• Turn Down The Volume
• CreaAvity Comes From Constraint

Crea9vity Comes From Constraint

Crea9vity Comes From Constraint

Summary
Approach Principles
• Messages are (1) Listen
QuesAons
(2) Be Authen9c
• Channels are Cultures
(3) Move Fast
• Metrics have Meaning
(4) Less is More

Nick Gonzalez
• Twitter.com/NickGon
• Nick@socialmedia.com
• Blog.SocialMedia.com