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Social networking
          4
 your business

     Paolo Massa
  SoNet group @ FBK
  http://gnuband.org
Thanks www.wordle.net
Outline

What social networking is

Why shall I care

How strategically

How technologically

Why shall I NOT care

Who di...
CC From http://www.flickr.com/photos/drachmann/327122302/
Outline

What social networking is

Why shall I care

How strategically

How technologically

Why shall I NOT care

Who di...
Identity (put your face!)


Relationships (wanna be my friend?)
Outline

What social networking is

Why shall I care

How strategically

How technologically

Why shall I NOT care

Who di...
Why shall I
                     care
Cluetrain Manifesto

(2000)

95 theses



www.cluetrain.com
In Italian

http://www.m...
The cluetrain manifesto

1. Markets are conversations.
The cluetrain manifesto

2. Markets consist of human
 beings, not demographic
 sectors.
The cluetrain manifesto

3. Conversations among human
 beings sound human. They are
 conducted in a human voice.
The cluetrain manifesto

6. The Internet is enabling
 conversations among human
 beings that were simply not
 possible in ...
The cluetrain manifesto

7. Hyperlinks subvert hierarchy.
The cluetrain manifesto

10. As a result, markets are
 getting smarter, more
 informed, more organized.
 Participation in ...
The cluetrain manifesto

 11. People in networked
 markets have figured out that
 they get far better
 information and sup...
The cluetrain manifesto

12. There are no secrets. The
 networked market knows more
 than companies do about their
 own pr...
The cluetrain manifesto

20. Companies need to realize
 their markets are often
 laughing. At them.
The cluetrain manifesto

95. We are waking up and
 linking to each other. We are
 watching. But we are not
 waiting.
The cluetrain manifesto

Summary:
People talk about your
 products.

Join the conversation!

As a human!
Outline

What social networking is

Why shall I care

How strategically

How technologically

Why shall I NOT care

Who di...
How strategically

1) Listen

2) Engage

3) Monitor
Listen

Criticisms are ok!
 Don't sue a discontented blogger!
   Google for “Mosaico Arredamenti”

 But engage in a conver...
Engage
Be bold!   (you can rethink later...)


“buy my product with 10%
 discount if you blog about it”

“if you follow me...
Go viral!

Better to reach 1000000 with tv
 ad or 1 blogger?

... 1 blogger has at least 15
 readers ...
Power of social
           networks!
1 blogger is read by 15 bloggers

which are read by 15*15 (225)

which are read by .....
Give something to
              talk about
Be there with your face (no
 corporate logo)!

Be personal!

Your voice!

Be tr...
Connect with
            customers
Loyalty, Trust

Especially for Niche markets



It is not direct selling but
 selling a...
Outline

What social networking is

Why shall I care

How strategically

How technologically

Why shall I NOT care

Who di...
How technologically

Facebook

Twitter

Blog?

Mashup!
Facebook

www.facebook.com

200,000,000 users!

4000 years spent there daily!

Get a page for your company,
 or product. P...
Twitter

www.twitter.com

Micro-blogging (140 chars)

25,000,000 users

FREE!
Blog?

Longer posts required: do you
 have time?

If yes, get one at blogger.com

FREE!
Homepage as Mashup
Your homepage simply
 aggregates Facebook, Twitter,
 maybe photos from Flickr, ...
 http://lago.typepad...
Don't forget

Don't forget

EMAIL!!!

Newsletter, mailing list, ...
Monitor!!!

Monitor and Reply (comment,
 retweet, ...)

Google analytics (from where?)

Google alerts (get a search for
 “...
Outline

What social networking is

Why shall I care

How strategically

How technologically

Why shall I NOT care

Who di...
Why shall I NOT care

Requires TIME!
Why shall I NOT care

Lose control of your brand?
Why shall I NOT care

Is Web use widespread?



ROI?
Outline

What social networking is

Why shall I care

How strategically

How technologically

Why shall I NOT care

Who di...
Success examples

Look for inspiration! And
 lessons learned!



Lago

San Lorenzo

Tassullo
Lago.it

Sell Furniture!

Blog, twitter (from makers
 too!), facebook (318 fans),
 flickr, youtube, ...

Appartamento.lago...
San-lorenzo.com

Sells High quality food (online
 too)

Blog, facebook (99 fans)

Gift products to barcamps ->
 bloggers s...
Tassullo.it

Sells Products for building
 construction

Facebook (86 friends, 102
 fans), Linkedin
Conclusions

Social Networking sites is where
 people talk about your
 products.



Being there is (almost) a must!
Social networking 4 your business
Talk at TrentinoSviluppo – 10 June 2009
              Paolo Massa
          SoNet group ...
These slides (excluded 2 images, see below) are copyright Paolo Massa 2009 and released under

Creative Commons License

A...
Social Networking 4 your business
Social Networking 4 your business
Social Networking 4 your business
Social Networking 4 your business
Social Networking 4 your business
Social Networking 4 your business
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Social Networking 4 your business

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How to use social networking tools for your business

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Transcript of "Social Networking 4 your business"

  1. 1. Social networking 4 your business Paolo Massa SoNet group @ FBK http://gnuband.org
  2. 2. Thanks www.wordle.net
  3. 3. Outline What social networking is Why shall I care How strategically How technologically Why shall I NOT care Who did it well
  4. 4. CC From http://www.flickr.com/photos/drachmann/327122302/
  5. 5. Outline What social networking is Why shall I care How strategically How technologically Why shall I NOT care Who did it well
  6. 6. Identity (put your face!) Relationships (wanna be my friend?)
  7. 7. Outline What social networking is Why shall I care How strategically How technologically Why shall I NOT care Who did it well
  8. 8. Why shall I care Cluetrain Manifesto (2000) 95 theses www.cluetrain.com In Italian http://www.mestierediscrivere.com/testi/Tesi.htm
  9. 9. The cluetrain manifesto 1. Markets are conversations.
  10. 10. The cluetrain manifesto 2. Markets consist of human beings, not demographic sectors.
  11. 11. The cluetrain manifesto 3. Conversations among human beings sound human. They are conducted in a human voice.
  12. 12. The cluetrain manifesto 6. The Internet is enabling conversations among human beings that were simply not possible in the era of mass media.
  13. 13. The cluetrain manifesto 7. Hyperlinks subvert hierarchy.
  14. 14. The cluetrain manifesto 10. As a result, markets are getting smarter, more informed, more organized. Participation in a networked market changes people fundamentally.
  15. 15. The cluetrain manifesto 11. People in networked markets have figured out that they get far better information and support from one another than from vendors. (...)
  16. 16. The cluetrain manifesto 12. 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.
  17. 17. The cluetrain manifesto 20. Companies need to realize their markets are often laughing. At them.
  18. 18. The cluetrain manifesto 95. We are waking up and linking to each other. We are watching. But we are not waiting.
  19. 19. The cluetrain manifesto Summary: People talk about your products. Join the conversation! As a human!
  20. 20. Outline What social networking is Why shall I care How strategically How technologically Why shall I NOT care Who did it well
  21. 21. How strategically 1) Listen 2) Engage 3) Monitor
  22. 22. Listen Criticisms are ok! Don't sue a discontented blogger! Google for “Mosaico Arredamenti” But engage in a conversation! Understand and improve! And send presents! ;)
  23. 23. Engage Be 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!
  24. 24. Go viral! Better to reach 1000000 with tv ad or 1 blogger? ... 1 blogger has at least 15 readers ...
  25. 25. Power of social networks! 1 blogger is read by 15 bloggers which are read by 15*15 (225) which are read by ... And emotionally humanly involved
  26. 26. Give something to talk about Be there with your face (no corporate logo)! Be personal! Your voice! Be transparent!
  27. 27. Connect with customers Loyalty, Trust Especially for Niche markets It is not direct selling but selling as a results of a “human” connection
  28. 28. Outline What social networking is Why shall I care How strategically How technologically Why shall I NOT care Who did it well
  29. 29. How technologically Facebook Twitter Blog? Mashup!
  30. 30. Facebook www.facebook.com 200,000,000 users! 4000 years spent there daily! Get a page for your company, or product. Put you face! Join groups! FREE!
  31. 31. Twitter www.twitter.com Micro-blogging (140 chars) 25,000,000 users FREE!
  32. 32. Blog? Longer posts required: do you have time? If yes, get one at blogger.com FREE!
  33. 33. Homepage as Mashup Your homepage simply aggregates Facebook, Twitter, maybe photos from Flickr, ... http://lago.typepad.com/zigzag/ Cheap!!! Always up to date, lively! Facebook is 2009, NextBigThing is 2010, be mashup-ready!
  34. 34. Don't forget Don't forget EMAIL!!! Newsletter, mailing list, ...
  35. 35. Monitor!!! Monitor and Reply (comment, retweet, ...) Google analytics (from where?) Google alerts (get a search for “your product name” in inbox) Search.twitter.com and check facebook pages and groups!
  36. 36. Outline What social networking is Why shall I care How strategically How technologically Why shall I NOT care Who did it well
  37. 37. Why shall I NOT care Requires TIME!
  38. 38. Why shall I NOT care Lose control of your brand?
  39. 39. Why shall I NOT care Is Web use widespread? ROI?
  40. 40. Outline What social networking is Why shall I care How strategically How technologically Why shall I NOT care Who did it well
  41. 41. Success examples Look for inspiration! And lessons learned! Lago San Lorenzo Tassullo
  42. 42. Lago.it Sell Furniture! Blog, twitter (from makers too!), facebook (318 fans), flickr, youtube, ... Appartamento.lago.it (open doors! And fun!)
  43. 43. San-lorenzo.com Sells High quality food (online too) Blog, facebook (99 fans) Gift products to barcamps -> bloggers speak about SL Keep contact by telephone (human voice)
  44. 44. Tassullo.it Sells Products for building construction Facebook (86 friends, 102 fans), Linkedin
  45. 45. Conclusions Social Networking sites is where people talk about your products. Being there is (almost) a must!
  46. 46. Social networking 4 your business Talk at TrentinoSviluppo – 10 June 2009 Paolo Massa SoNet group @ FBK http://gnuband.org Thank you! QUESTIONS?
  47. 47. These slides (excluded 2 images, see below) are copyright Paolo Massa 2009 and released under Creative Commons License Attribution-ShareAlike 2.5 You are free: * to copy, distribute, display, and perform the work * to make derivative works * to make commercial use of the work Under the following conditions: Attribution. You must attribute the work in the manner specified by the author or licensor. Share Alike. If you alter, transform, or build upon this work, you may distribute the resulting work only under a license identical to this one. * For any reuse or distribution, you must make clear to others the license terms of this work. * Any of these conditions can be waived if you get permission from the copyright holder. Your fair use and other rights are in no way affected by the above. More info at http://creativecommons.org/licenses/by-sa/2.5/ The images “I love p2p” and “we waited 30 minutes no service” are copyright of their owner and not released under Creative Commons. I was not able to find who the copyright holder are, if you are please get in contact with me. Thanks!
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