Social net-work 4 your business


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4-hours talk given at "Imprenditori si diventa" (Entrepreneurs are made, not born) on May 7, 2001.

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Social net-work 4 your business

  1. 1. Social Net-Work Social Net-work 4 4 Your Business Your Business Imprenditori si diventa! May 7, 2011 – Bari Paolo Massa   
  2. 2. to Thanks 2   
  3. 3. <me>Blogging since August 2003, then Twittering, …, SocialNetworking, … (phauly)    
  4. 4. Work at Research Institute in Trento (Bruno Kessler Foundation) Lead SoNet (Social Networking) group since 2008 Maurizio Paolo Michela YOU! (were looking for YOU!) Federico Asta    
  5. 5. @SoNet: Research on social side of Wikipedia.Network of “talks” on Venetian Wikipedia (Hypertext2011 conference)    
  6. 6. Got a PhD in ICT working on “Trust Networks in Recommender Systems” (2006) “Who is an intrepreneur? … Typically with education level less than Ph.D” ;)    
  7. 7. @Sonet: Enterprise2.0- Taolin – http://taolin.fbk.euOpensource code, Networks, Social capital, Adoption/incentives, Papers, ...    
  8. 8. @Sonet: Social Networking platforms - TrentiniNelMondo – Adoption/incentives    
  9. 9. Point Of View (POV) IT researcher and participant in social networking, not entrepreneur  June 9-10 2011 - Milano - - 400 Euro  June 2011 - Milano (giugno 2011) Master “StartUp School" - 3500 Euro  Youtube, Foursquare, cofounders and more  Kublai Award 2011 per creatività e innovazione sociale deadline 25 july 2011 – 5000 Euro    
  10. 10. Exercise 1Why do you think I got here to speak to you? </me>    
  11. 11. Participate actively! Feedback is very welcomed!  Do you agree and have evidence → interrupt, share it!  Do you disagree → interrupt, share it!    
  12. 12. Participate actively! Feedback is very welcomed! Exercise2: share your insights via Twitter Tag: #isdsn (@phauly to talk to phauly, RTphauly to retweet) Your twits shown in real-time in the other screen via Why?  Why not? ;)  Radical Transparency  Everything in public – conversations joinable - realtime    
  13. 13. Slides in English?!?The communication language I chose (since 2003: blog, facebook, twitter, ...)  Broader audience and the chosen audienceAnd you? How do you have your business communicate in Social Networking Sites?    
  14. 14. Who we are?Do you:  Blog  Know what RSS is  Use facebook (#hours per day)  Use twitter  Use linkedin  Edited Wikipedia or other wiki  Buy online  Sell online    
  15. 15. Who we are together?Do your group:  Have a logo?  Have a web presence? Where? How?    
  16. 16. What is Social Networking (SN)?  Web  Profile (personal) = Node  Relationship/Communication (social) = Edge  Public, Semi-public (traverse the network) Maurizi Paolo o Michela YOU! (were looking for YOU!) Federico Astaboyd, d. m., & Ellison, N. B. (2007). Social network sites:  Definition, history, and scholarship. Journal of Computer-Mediated Communication  
  17. 17. Social Networking in Plain English videoby CommonCraft    
  18. 18. IDS! video Which parts “refer” to (social) networking?   
  19. 19. ISD! People = nodes... A network!   
  20. 20. Ratatouille videoThe critic Egos review → Everything is possible … even a rat as chef in the best restaurant!    
  21. 21. Pursuit of Happyness If you want somethin, go get it. Period.   
  22. 22. Exercise 3: self-assessment Inter chi h Com chi h Com in coWe are entrepreneurs. Our “product” is ISD! Itself (we want to “sell” it in order uso d siam to “extend” it next year) cosa Face in coQ1: how are we going in terms of “internal social networking” (for coordination)?Contacts (networking) with at least a member of your group? Ce un http://w How? Email/Facebook/MIT ISD! origo/ Primo More forum/other Fare la E part Il grupContacts (networking) with at least a member NOT of your group? Cosa p Traspa How? Email/Facebook/MIT ISD! origo/ Ce q forum/other Ce an in cuiWhat was positive? In what we could improve? Pochi Social Linked Partire Quali    
  23. 23. Exercise 3: self-assessment Inter chi h Com chi h Com in coWe are entrepreneurs. Our “product” is ISD! Itself (we want to “sell” it in order uso d siam to “extend” it next year) cosa Face in coQ2: how are we going in terms of “external social networking” (for visibility)?Do we know how others see us? Shall we? Ce un http://wFacebook page, Linkedin group, public Web site. Primo More Fare laParticipation? Gatekeepers? E part Il grup Cosa pWhat was positive? In what we could improve? Traspa Ce q Ce an in cui Pochi Social Linked Partire Quali    
  24. 24.    
  25. 25. Outline1. Networking: history, context, math2. (social) networking (with examples)  2.1 Why should I care (as entrepreneur)?  2.2 How strategically?  2.3 How technologically?  2.4 Why should I NOT care (as entrepreneur)?3. Hands on session: we do it!4. Round table and discussion    
  26. 26. 1. Networking: history, context, math2. (social) networking (with examples) ● 2.1 Why should I care (as entrepreneur)? ● 2.2 How strategically? ● 2.3 How technologically? ● 2.4 Why should I NOT care (as entrepreneur)?3. Hands on session: we do it!4. Round table and discussion    
  27. 27. Human = social animalSocial grooming … bonding … (  Hunter-gatherer bands (categorization on duties and responsibilities.)  Tribal societies (some limited instances of social rank and prestige.)  Stratified structures (led by chieftains)  Civilizations (complex social hierarchies and organized governments)Etymology of “Society” - from socius (“associated, allied; partner, companion, ally”).    
  28. 28. “In the long history of humankind (and animal kind, too) those who learned to collaborate and improvise most effectively have prevailed”Darwin    
  29. 29. Social capitalPutnam 1995 “Bowling alone: Americas Declining Social Capital:~500,000 interviews in US (1975-2000) -->decline of social capital over time(belong to fewer orgs (-58%),know their neighbors less (-35%), ...)Individual social capital VSGroup social capital    
  30. 30. Strength of weak tiesGranovetter. 1973. The American Journal of Sociology.Most jobs were found through "weak" acquaintances.Value in social relationships    
  31. 31. 6 degrees of separationMilgram 1967 - 296 letters to reach targetAverage path length ~ 6 (just 64 successes!)Folklore but the message is“Its a small world”Connected: How Kevin Bacon cured cancerMovie: 6 degrees of separation (Showing a movie with Will Smith again??? No, dont worry ;)    
  32. 32. First studies = small samplesJacob Moreno introduced sociogram (1930 – Who shall survive?)Relationship via interviews.Who do you  like,  eat Pizza with  See after work  (any relationship)?    
  33. 33. The study of networks has depended on a visual thinking since the beginning Social Network Analysis    
  34. 34. "If we ever get to the point of charting a whole city or a whole nation, we would have … a picture of a vast solar system of intangiblestructures, powerfully influencing conduct, as gravitation does in space. Such an invisible structure underlies society and has its influence in determining the conduct of society as a whole." J.L. Moreno, New York Times, April 13, 1933    
  35. 35. Network theoryAll networks (train, biology, cables, …) = same property = small world, power lawNo Random Networks (average number of contacts)BUT Small world network (skewed distribution)    
  36. 36. Internet: decentralized by design“On Distributed Communication Networks,” Paul Baran. 1964.A network without central authority or single outage pointAble to resist to attacks (to single nodes)Internet is NOT = Web    
  37. 37. The power of networks Network effect: wanna buy the first fax? Exponential spreading (6 degrees and get everyone!)  St. Paul → Christianity  Viruses (computer and human) and ideas  Sex networks → AIDS (who do you  vaccine?)    
  38. 38. St. Paul as a spreader for Christianity(from Linkedin by Barabasi)Many credit the triumph of Christianity to the message offered by the historical figure we know today as Jesus of Nazareth. Today, market- ing experts would describe his message as “sticky”—it resonated and was passed down by generations while other religious movements fizzled and died. But credit for the success of Christianity in fact goes to an or- thodox and pious Jew who never met Jesus. While his Hebrew name was Saul, he is better known to us by his Roman name, Paul. Paul’s life mission was to curb Christianity. He traveled from community to com- munity persecuting Christians because they put Jesus, condemned by the authorities as a blasphemer, on the same level as God. He used scourging, ban, and excommunication to uphold the traditions and to force the deviants to adhere to Jewish law. Nevertheless, according to historical accounts, this fierce persecutor of Christians underwent a sudden conversion in the year 34 and became the fiercest supporter of the new faith, making it possible for a small Jewish sect to become the dominant religion in the Western world for the next 2,000 years. How did Paul’s efforts succeed? He understood that for Christianity to spread beyond Judaism, the high barriers to becoming a Christian had to be abolished. Circumcision and the strict food laws had to be re- laxed. He took his message to the original disciples of Jesus in Jerusalem and received the mandate to continue evangelization without demand- ing circumcision. But Paul understood that this was not enough: The message had to spread. So he used his firsthand knowledge of the social network of the first century’s civilized world from Rome to Jerusalem to reach and con- vert as many people as he could. He walked nearly 10,000 miles in the next twelve years of his life. He did not wander randomly, however; he reached out to the biggest communities of his era , to the people and places in which the faith could germinate and spread most effectively. He was the first and by far the most effective salesperson of Christian- ity, using theology and social networks equally effectively. So should he, or Jesus, or the message be credited for Christianity’s success? Could it happen again?    
  39. 39. Network structure and roleConnectors – span different worlds (central in network) 6 degrees: 3 friends of target provided the final link for half of the letters that arrived successfully → certain types of people are key to the dissemination of information. Duncan Watts repeated Milgram study with emailL only 5% of emails passed through one hub.Mavens - information specialists - start word-of-mouth epidemics (good for marketing)    
  40. 40. The grand theory of networkingObesity, happiness, smoking, loneliness, … vaseline spread across networks.    
  41. 41. Networks as a lens to understand Society   
  42. 42. My granma network (born 1911!) Www.Rosangelamassa.com150 nodes from her small village(but now she got a website for her … in English ...)    
  43. 43. 1. Networking: history, context, math2. (social) networking (with examples) ● 2.1 Why should I care (as entrepreneur)? ● 2.2 How strategically? ● 2.3 How technologically? ● 2.4 Why should I NOT care (as entrepreneur)?3. Hands on session: we do it!4. Round table and discussion    
  44. 44. Enter the WebNow networking can happen across space and time.  My granma has been networking (with 150 people)  Now possible with billions of people  And leaves an electronic trail on Social Networking Sites (so we can study it … and become aware of it … Social Network Analysis)    
  45. 45. Direct contact possible but ...From 150 to theory yes,Illusion of 1-degree of separationBUT in reality Dunbar number = 150 = theoretical cognitive limit to the number of people with whom one can maintain stable social relationships.150?!? Maybe. Surely not possible to keep a relationship with!!!    
  46. 46. Mimic previous dynamics(but more nodes and public networks and realtime)    
  47. 47. Trust networksThe oldest club in Europe, an exclusive French society of dove breeders, used social networking tools since the late 17th century to connect its members via a handwritten newsletter, circulating from member to member, and being amended along the way. Linkedin! (Granovetter exploited)    
  48. 48. Trust networks - Rely on other peoples opinionsPhilosopher John Locke. 1680. “An essay concerning human understanding”.Probability then, being to supply the defect of our knowledge and to guide us where that fails, is always conversant about propositions whereof we have no certainty, but only some inducements to receive them for true. The grounds of it are, in short, these two following: First, The conformity of anything with our own knowledge, observation, and experience. Secondly, The testimony of others, vouching their observation and experience. In the testimony of others is to be considered: 1. The number. 2. The integrity. 3. The skill of the witnesses. 4. The design of the author, where it is a testimony out of a book cited. 5. The consistency of the parts, and circumstances of the relation. 6. Contrary testimonies. (1680, p. 886)Now eBay Everything is public and accessible in real-time    
  49. 49. Still we rely on social networksKeep in contact and meet Friends (Facebook)Friends+ ↔ Social capital+Ellison, N. B., Steinfield, C., & Lampe, C. (2007). The benefits of Facebook "friends:" Social capital and college students use of online social network sites. Journal of Computer-Mediated Communication    
  50. 50. Diff networks web/preweb(almost) everything is public and accessible in real-timeEveryone connected to Internet can participateAsynchronousRelationships are “explicit” and traversable    
  51. 51. Wired to be social2010 - Social Networking Affects Brains Like Falling in Love - Paul Zak.Blood1 – 10 minutes twitting - blood2 → oxytocin in blood2>blood1 (+13.2%) - (just on 1 person!)"Your brain interpreted tweeting as if you were directly interacting with people you cared about or had empathy for," Zak says. "E-connection is processed in the brain like an in- person connection."SN~real friends?    
  52. 52.    
  53. 53. Social networkingAs an example of Web2.0    
  54. 54. Web2.0 Tim O’Reilly (2005) observed : “Those companies who survived the dotcom burst knew how to build an environment in which users could participate, although the nature of that participation isn’t always clear”3 examples: Amazon (reviews), Ebay (ratings), Google (links).What Is Web 2.0 - Design Patterns and Business Models for the Next Generation of Software - by Tim OReilly 2005    
  55. 55. 2006 TIMEs Person of the Year Person of the year: you    
  56. 56. Prosumer Both producer (active) and consumer (passive)! Participatory culture  Numa numa remixes on Youtube  See minute 2 of    
  57. 57. 1. Networking: history, context, math2. (social) networking (with examples) ● 2.1 Why should I care (as entrepreneur)? ● 2.2 How strategically? ● 2.3 How technologically? ● 2.4 Why should I NOT care (as entrepreneur)?3. Hands on session: we do it!4. Round table and discussion    
  58. 58. Internet 4 business? Only since 1991!The NSF allowed commercial use of the Internet for the first time in 1991, and in 1995, it decommissioned the backbone, leaving the Internet a self-supporting industry.    
  59. 59. Its a new worldSociety / economy is changing Collaboration Openness (Goldmine, NASA) Peer production Wikipedia    
  60. 60. Wikipedia   
  61. 61. CrowdsourcingInnocentive, Wikipedia,Open source (Linux),NASA“Make it and they will come”Not quitely ;) but still useful!         
  62. 62. Wealth of networks"Sharing Nicely": On shareable goods and the emergence of sharing as a modality of economic productionYochai Benkler. Yale Law Journal, 2004(Market, State, … now Sharing!)Monetary incentives drives out non- monetary ones (oxytocin, reputation, commons → Wikipedia, Linux)Blood market (USA, UK)Distributed computingCarpooling    
  63. 63. This new world Demands You share your secrets, Radical transparency   
  64. 64. Social network movie What are we NOW (not) willing to share?   
  65. 65. Why shall I care as entrepreneurCluetrain Manifesto(2000)95 theseshttp://www.cluetrain.comIn Italian    
  66. 66. The Cluetrain Manifesto We are not seats or eyeballs or end users or consumers. We are human beings – and our reach exceeds your grasp. Deal with it.Online Markets... ...People of EarthNetworked markets are beginning The sky is open to the self-organize faster than the Clouds roll over us night and day.companies that have traditionally Oceans rise and fall. Whatever youserved them. Thanks to the web, may have heard, this is our world,markets are becoming better our place to be. Whatever youveinformed, smarter, and more been told, our flags fly free. Ourdemanding of qualities missing heart goes on forever. People offrom most business organizations. Earth, remember.    
  67. 67. The cluetrain manifesto1. Markets are conversations.
  68. 68. The cluetrain manifesto2. Markets consist of human beings, not demographic sectors.
  69. 69. The cluetrain manifesto3. Conversations among human beings sound human. They are conducted in a human voice.
  70. 70. The cluetrain manifesto6. The Internet is enabling conversations among human beings that were simply not possible in the era of mass media.
  71. 71. The cluetrain manifesto7. Hyperlinks subvert hierarchy.
  72. 72. The cluetrain manifesto10. As a result, markets are getting smarter, more informed, more organized. Participation in a networked market changes people fundamentally.
  73. 73. The cluetrain manifesto11. People in networked marketshave figured out that they getfar better information andsupport from one another thanfrom vendors. (...)
  74. 74. The cluetrain manifesto12. There are no secrets. The networked market knows more than companies do about their own products. And whether the news is good or bad, they tell everyone.
  75. 75. The cluetrain manifesto20. Companies need to realize their markets are often laughing. At them.
  76. 76. The cluetrain manifesto95. We are waking up and linking to each other. We are watching. But we are not waiting.
  77. 77. The cluetrain manifestoSummary:People talk about your products.Join the conversation!As a human!
  78. 78. Socialnomics   
  79. 79. Social Media Revolution 2   
  80. 80. Inbound / outbound marketingFrom    
  81. 81. Inbound / outbound marketing    
  82. 82. Social CRM Hubspot and others help you with Social CRM (Customer Relationship Management)    
  83. 83.    
  84. 84. Edelman Trust Barometer 2011    
  85. 85. Edelman Trust Barometer 2011    
  86. 86. Edelman Trust Barometer 2011    
  87. 87. Edelman Trust Barometer 2011    
  88. 88. Fattore internetValutazione dell’impattoche Internet producesull’economia italianaAprile 2011!Boston Consulting Group(for Google)    
  89. 89. Fattore internetAnalizzando il comportamento dei 28 milioni di navigatori italiani durante l’arco della giornata, si registra un numero di utenti attivi compreso tra 5 e 7 milioni nelle fasce orarie tra le 9 e le 24. A testimonianza che il Web viene utilizzato sia nel tempo libero che sul posto di lavoro.In media gli italiani trascorrono online 1 ora e 35 minuti al giorno. Il 21% di questo tempo è dedicato alle community.    
  90. 90. Fattore internetPMI online-attive = effettuano attivita di marketing o vendita in retePMI online = hanno sito WebPMI offline = non hanno sito Web    
  91. 91. Fattore internetQuali settori migliori performance? Alimentare, moda, turismo    
  92. 92. Fattore internetBenefici del marketing o vendita in rete    
  93. 93. Fattore internetAzioni vincenti pubblicità sui motori di ricerca e SEO (66% e 63%) pubblicità via mail (54%) pagine aziendali su social network (51%) ordini e pagamenti (47% e 37%)    
  94. 94. E-commerce in Italia 2011Aprile 2011!Casaleggio Associati249 aziendevendite on line a clienti finali    
  95. 95. E-commerce in Italia 2011Facebook può essere un veicolo di vendite se usato correttamente. Molti operatori infatti lamentano una bassa conversione del traffico proveniente da Facebook .    
  96. 96. E-commerce in Italia 2011    
  97. 97. E-commerce in Italia 2011    
  98. 98. E-commerce in Italia 2011    
  99. 99. E-commerce in Italia 2011    
  100. 100. E-commerce in Italia 2011    
  101. 101. Ticketmaster: user posts she bought ticket, friends spend additional $5.30 Eventbrite: 1 “Share” generates $2.53 in ticket sales. 1 “Like” generated $1.34 in sales   
  102. 102. 10% of people who look at an event page after purchasing a ticket share that event A post-purchase share on Facebook drives 20% more ticket sales per share than a pre- purchase share Hint: if you are able to get a customer to buy from you, THIS is the moment to give her/him the incentive to speak about it to her/his friends, i.e. to share it. Post-purchase shares are easier to get and more profitable.   
  103. 103. Social media ROIMeasure the Return On Investment???    
  104. 104. 1. Networking: history, context, math2. (social) networking (with examples) ● 2.1 Why should I care (as entrepreneur)? ● 2.2 How strategically? ● 2.3 How technologically? ● 2.4 Why should I NOT care (as entrepreneur)?3. Hands on session: we do it!4. Round table and discussion    
  105. 105. How SN strategically?1) Listen2) Participate3) Engage    
  106. 106.    
  107. 107.    
  108. 108. Markets are conversations. Messages are opportunities.   
  109. 109. Google “Mosaico Arredamenti blogger”  A blogger wrote about bad service from “Mosaico Arredamenti”  Mosaico Arredamenti sues the blogger for 400.000 Euros!!!  Blogosphere resonates → image destroyed    
  110. 110. Criticisms are ok, are an interaction, an opportunity.  Dont sue. But engage in a conversation! Understand and improve! And send presents!Power of networks (spread both positive and negative):1 (publicly) discontented blogger → spread → many discontented → reputation goes downYou fix the problem → 1 happpy blogger → spread.    
  111. 111. Listen!!!Monitor and Reply (comment, retweet, ...)Google analytics (from where?)Google alerts (get a search for “your product name” in inbox) and check facebook pages and groups!
  112. 112. Participate Be present. How? As a human! With you face (no corporate logo!), name … and emotions (be personal! Your voice! Be transparent!)    
  113. 113. Identity (put your face!)Relationships and involvement
  114. 114. Lago.itSell Furniture!Blog, twitter (from makers too?), facebook, flickr, youtube, (open doors! And fun!)
  115. 115. How? Authentic voice   
  116. 116. Exercise X - Listen(ISD! Nostro prodotto)Supponiamo che uno arrivi su facebook e linkedin e dica “siete solo dei raccomandati”.Si risponde?Chi risponde?Come?    
  117. 117. Coca Cola social media principlesThe Company encourages all of its associates to explore and engage in social media communities at a level at which they feel comfortable.Have fun, but be smart .The best advice is to approach online worlds in the same way we do the physical one -- by using sound judgment and common sense, by adhering to the Companys values, and by following the Code of Business Conduct and all other applicable policies.    
  118. 118. Twitter ZapposZappos: 497 employees TwitteringAggregated!    
  119. 119. Employees on SNSs? Does it pay?5,519 information workers - U.S. and Europe: "How likely are you to recommend your companys products or services to a friend or family member?” promoter=9 or 10, neutral=7 or 8, detractor=0 to 627% are promoters, 49% are detractors (average) ;(48% are promoters, 22% are detractors (among workers who use social media) ;)    
  120. 120. Sun – blogsJonathan Schwartz, the CEO of Sun Microsystems, has led by example, integrating blogging into his leadership life. He spelled out this vision in a 2005 opinion piece in the Harvard Business Review titled "If You Want to Lead, Blog." He wrote: "For executives, having a blog is not going to be a matter of choice, any more than using e-mail is today. If youre not part of the conversation, others will speak on your behalf-- and Im not talking about your employees."Schwartz encourages his employees to blog as well. Some 3,000 of them (10% of the companys payroll) do.    
  121. 121. Sun CEO blog   
  122. 122. Sun – wikis = 1020 wikis!This is where contributors inside and outside of Sun Microsystems can share information with each other, and with the world.Radical transparency and openness (Crowdsourcing, collaboration, … will hire people already “in”!)    
  123. 123. SardiniaFarm.comDo Androids adopt electric sheep on Facebook? ;)    
  124. 124. Eat your own dog foodLove what you do!L’idea è un chiodo fissoVi interessa tanto, tanto, tantissimoSei in grado di spiegarla a qualcunoFarlo ti sembra divertenteVedi te stesso farlo per i prossimi 5+ anniSei in grado di eccitare le persone se Source: parli della tua ideaE’ coerente con gli obiettivi tuoi personali di vita    
  125. 125. Love what you do!Chris Wanstrath, co-founder of Github"Like the YouTube effect, this was not something we had planned for or anticipated. We were just trying to make a site we would use and love. Turns out, you’re not all that different from other people living similar lifestyles. If you love something, chances are others will, too.""I said it before and I’ll say it again: the most important thing I’ve learned is to love what you do. I’m one of the ten most popular users on GitHub, not because I’m a founder, but because I’m a heavy user. I’ve had weeks where I got totally addicted to the site and didn’t get any work done. At our company, that’s a good thing. "    
  126. 126. Authentic … Listen but    
  127. 127. Tophost Listen    
  128. 128. Tophost Listen    
  129. 129. Shared on ISD! Facebook group by Giuseppe Scaglione on ISD! Facebook group, Liked by Alessandra Saponaro, Sabrina Roupaul Gallieri, Diego Guario    
  130. 130. social media from everywhereCan a farmer in Indonesia blog? YesDirect peer2peer lending    
  131. 131. Listen, participate … and fixFilm director Kevin Smith was asked to leave a Southwest Airline flight due to his weight being a safety risk.Angered and upset, he sent out a tweet to his one million followers and they all responded suitably enraged.This could have been a potential PR disaster for southwest, but here’s how they handled it.Despite it being a Sunday, they responded to each person who tweeted, they wrote a blog post apologizing and explaining their position, and a Southwest VP called Kevin personally also. Lesson to learn is that whether you can control the conversation or not, you must show up for it.    
  132. 132. Employee speaks badly ofcompany on Web2.0.Fire him/her? Is it anopportunity? Over Facebook: 13 Posts That Got People CANNED same with Twitter, Youtube (Domino Pizza), …Need to handle these cases ASAP!!! With cleverness!    
  133. 133. Zappos laying off 8% employeesCEO Tony Hsieh blogs: Today has been a tough, emotional day for everyone at Zappos. We made the hard choice of laying off about 8% of our employees.Employees twits stillaggregated at!    
  134. 134. EngageBe bold! (you can rethink later...)“buy my product with 10% discount if you blog about it”“if you follow me on facebook, print this, pass in the shop and get a present”“if you twitter about X, ...”GO VIRAL!    
  135. 135. MART - MuseumMart Facebook day. Ingresso gratuito per tutte le prime 1000 persone che si sono segnate come "amici" del Mart su facebook.    
  136. 136. MSTN - Museum   
  137. 137.    
  138. 138. Go viral!Better to reach 1000000 with tv ad or 1 blogger?... 1 blogger has at least 15 readers which have 15 readers ...Happiness, Smoking, Obesity, even Vaseline spread on social networks    
  139. 139. Dump 10 Facebook friends and get a free sandwich!    
  140. 140. Future after SN?Gaming!But this is another talk … ;)    
  141. 141. Will it blend?Blendtecs YouTube video campaign "Will It Blend?" (Viral!)Blendtecs CEO, Tom Dickson, blend objects.The companys blender sales have quintupled (5x!)    
  142. 142. IKEA tag marketing videofacebook tag furniture and get it    
  143. 143. Dell Earned $3 Million From TwitterNyTimes June 12, 2009Since 2007, Dell Outlet posting coupons on Twitter.In the last six months, Dell Outlet earned $1 million in sales from customers who came to the site from Twitter,after taking 18 months to earn its first $1 million.Dell has also earned another $1 million from people who click from Twitter to Dell Outlet to    
  144. 144. LuisaViaRoma Twitter channel628 Following – 11,150 Followers(da “Fattore Internet”)    
  145. 145. 1. Networking: history, context, math2. (social) networking (with examples) ● 2.1 Why should I care (as entrepreneur)? ● 2.2 How strategically? ● 2.3 How technologically? ● 2.4 Why should I NOT care (as entrepreneur)?3. Hands on session: we do it!4. Round table and discussion    
  146. 146. 12. Tools How-toSocial Networks + Websites:Watch updates. Gather Intelligence. Create Conversation. Buy + Sell.Foster communities. Create word-of-mouth referrals. Start up businesses.Rally resources. Hire. (Fire!). Buy micro-focused ads.Upload it on YouTube. On Flickr. Link back to it.Blogs + RSS :Place messages in contextually relevant blogs. Start own blogs. Createinteractive user spaces. Syndicate messages.Physical/ Virtual Space:Behold their on-body/ personal media: Behold them.Create tactile touch-points. Get them to do physical action.Etiquette:Don’t overwhelm. Don’t impose upon who doesn’t want you.Stick with those who love you. They are plenty.Look for lovers. If you can’t find any, you basically suck.    
  147. 147.    
  148. 148. Which places should I inhabit?It depends on targets. Value(network)=f(#nodes)Facebook, Twitter, Youtube, Flickr, Blog (RSS)Everything link back to main identity (web site?)More opportunities to be found (dynamic content is better indexed by Google)BUT more channels to monitor and to be kept alive    
  149. 149.    
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  152. 152. SpreadSyndicate: Write one, publish many: see (MSTN) → from twitter → from blog → to facebook,, friendfeedFor example,“email is where knowledge goes to die” → electronic document POST it! (better, cross-post it!)    
  153. 153. MSTN - Museum   
  154. 154. Homepage as mashup! Your homepage simply aggregates Facebook, Twitter, photos from Flickr, videos from Youtube, comments, ... Cheap!!! Always up to date, lively! Facebook is 2011, NextBigThing is 2012, be mashup- ready!    
  155. 155. Or go fully hostedYour content stays on a Web service, for example,  Create, optimize & promote your remarkable content  Search Engine Optimization (SEO)  Integrates CRM  Capture, manage leads to win more customers  Analytics  What works? Where to invest?Possibly more costly, less freedom in customization but no problem in management/technology (if you choose well!)    
  156. 156. Dont forget email!!! Push (email) versus Pull (all the others ;) Newsletter, mailing list, ...    
  157. 157. 1. Networking: history, context, math2. (social) networking (with examples) ● 2.1 Why should I care (as entrepreneur)? ● 2.2 How strategically? ● 2.3 How technologically? ● 2.4 Why should I NOT care (as entrepreneur)?3. Hands on session: we do it!4. Round table and discussion    
  158. 158. Why should I NOT care (as entrepreneur)?    
  159. 159. Aborigeno Video - Guzzanti Networking for the sake of networking?!?    
  160. 160. Social network fatigue:Costs time (which is money, right?)How do I know that “spending 1 hour per day on second life and buying an island on second life” is NOT the correct thing to do? Well, try to compute ROI but basically you dont!    
  161. 161. Social network fatigueDunbars number is a theoretical cognitive limit to the number of people with whom one can maintain stable social relationships.Its 150    
  162. 162. 10. Letting Fear Go Q: 10,000,000s of messages. 1,000,000s of people. 1000s of channels. 10s of social networks. How can I (1) live in this Mad Multiverse of Media!?A: Feeling overwhelmed?Enjoy surfing. If you dont, stop!    
  163. 163. Lose control?Nestlé created a set of online fan pages but then threatened to delete negative comments that altered the companys logo, fanning a conflagration of negativity.Southwest Airlines, famous for being direct and honest with its customers, got nailed when Clerks director Kevin Smith tweeted about the captain who tossed him off his flight, claiming that Smith, due to his size, was a safety risk.Two Dominos Pizza employees from North Carolina posted a video on YouTube where one of them stuck a sliver of grated cheese up his nose and put it on a sandwich. It took Dominos 48 hours to react, and by then the damage was done.    
  164. 164. Is it the channel for you?Mosaico ArredamentiTophost    
  165. 165. Worst then absence? Mantellini blog is not restored because you involve lawyers! But because people understand you are able to LISTEN    
  166. 166. Misperceptions of customers    
  167. 167. Are peers the VIPs?Trust in "a person like myself" 68% in 2006 BUT 43% in 2011!!!“As more of us join social networks, theres been a devaluation in the entire concept of "friendship."A separate survey found that people dont know 20 percent of their Facebook friends.Consider that "unfriend" was Oxfords word of the year for 2009.    
  168. 168. 1. Networking: history, context, math2. (social) networking (with examples) ● 2.1 Why should I care (as entrepreneur)? ● 2.2 How strategically? ● 2.3 How technologically? ● 2.4 Why should I NOT care (as entrepreneur)?3. Hands on session: we do it!4. Round table and discussion    
  169. 169.  Who? Personal, brand, both? Which language? Why people should follow us on Twitter/Facebook?  Explore Italian twitter/facebook profile for insights  Same strategy on both channels? Engage: Coupons (Dell)? SpecialOffers (Volagratis)? Info (MTSN)? Support (BestBuy, Tophost, MART)? BehindTheScene/personal (share) First listen/monitor (twitter search, facebook search) Reply to comments - Retweet    
  170. 170. 1. Networking: history, context, math2. (social) networking (with examples) ● 2.1 Why should I care (as entrepreneur)? ● 2.2 How strategically? ● 2.3 How technologically? ● 2.4 Why should I NOT care (as entrepreneur)?3. Hands on session: we do it!4. Round table and discussion     How I got ?
  171. 171. Social Net-Work Social Net-work 4 4 Your Business Your Business Imprenditori si diventa! May 7, 2011 – Bari Paolo Massa