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What's Next in Social Media?

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Slides presented with Lee Humphreys and Adam Hirsch at Cornell University Alumni Conference

Slides presented with Lee Humphreys and Adam Hirsch at Cornell University Alumni Conference

Published in Business , Technology
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  • How did I get here and why do I let the world call me by the name of a nut?
  • So, I’m intimately involved in the space - anticipated these needs in advance because of my depth in Twitter. Saw this train coming long in advance and it’s arriving to the station right on schedule. TOO TANGENTIAL: One year ago last week I re-launched my communications consultancy as the world’s first Twitter for Business agency. Eight days later the market crashed and by the end of Q1 $40,000 in contracts with media companies and ad agencies had fallen off the table. Today Pistachio constitutes a dozen consultants and support staff serving some of the world’s largest companies. $20,000 transactions on Twitter, Twitter for Business, Blue chip clients Origin story -- my credentials, Pistachio’s performance, etc. What convinced me this must exist Kawasaki, J&J, Ford, (IBM, SAP, revenues), HBS
  • So, I’m intimately involved in the space - anticipated these needs in advance because of my depth in Twitter. Saw this train coming long in advance and it’s arriving to the station right on schedule. TOO TANGENTIAL: One year ago last week I re-launched my communications consultancy as the world’s first Twitter for Business agency. Eight days later the market crashed and by the end of Q1 $40,000 in contracts with media companies and ad agencies had fallen off the table. Today Pistachio constitutes a dozen consultants and support staff serving some of the world’s largest companies. $20,000 transactions on Twitter, Twitter for Business, Blue chip clients Origin story -- my credentials, Pistachio’s performance, etc. What convinced me this must exist Kawasaki, J&J, Ford, (IBM, SAP, revenues), HBS
  • So, I’m intimately involved in the space - anticipated these needs in advance because of my depth in Twitter. Saw this train coming long in advance and it’s arriving to the station right on schedule. TOO TANGENTIAL: One year ago last week I re-launched my communications consultancy as the world’s first Twitter for Business agency. Eight days later the market crashed and by the end of Q1 $40,000 in contracts with media companies and ad agencies had fallen off the table. Today Pistachio constitutes a dozen consultants and support staff serving some of the world’s largest companies. $20,000 transactions on Twitter, Twitter for Business, Blue chip clients Origin story -- my credentials, Pistachio’s performance, etc. What convinced me this must exist Kawasaki, J&J, Ford, (IBM, SAP, revenues), HBS
  • WhoShouldiFollow – a recommendation engine for Twitter friends “ The team has experience at young companies, and big companies that acquired their smaller companies”
  • So, I’m intimately involved in the space - anticipated these needs in advance because of my depth in Twitter. Saw this train coming long in advance and it’s arriving to the station right on schedule. TOO TANGENTIAL: One year ago last week I re-launched my communications consultancy as the world’s first Twitter for Business agency. Eight days later the market crashed and by the end of Q1 $40,000 in contracts with media companies and ad agencies had fallen off the table. Today Pistachio constitutes a dozen consultants and support staff serving some of the world’s largest companies. $20,000 transactions on Twitter, Twitter for Business, Blue chip clients Origin story -- my credentials, Pistachio’s performance, etc. What convinced me this must exist Kawasaki, J&J, Ford, (IBM, SAP, revenues), HBS
  • So, I’m intimately involved in the space - anticipated these needs in advance because of my depth in Twitter. Saw this train coming long in advance and it’s arriving to the station right on schedule. TOO TANGENTIAL: One year ago last week I re-launched my communications consultancy as the world’s first Twitter for Business agency. Eight days later the market crashed and by the end of Q1 $40,000 in contracts with media companies and ad agencies had fallen off the table. Today Pistachio constitutes a dozen consultants and support staff serving some of the world’s largest companies. $20,000 transactions on Twitter, Twitter for Business, Blue chip clients Origin story -- my credentials, Pistachio’s performance, etc. What convinced me this must exist Kawasaki, J&J, Ford, (IBM, SAP, revenues), HBS
  • Mainly, during this aberrant period of mass media. Prior to that, (and to some extent, even during it on local levels,) we can to a very fine understanding of how influence is garnered, bargained, shared
  • Nothing new here at all. We just have better tools for sharing and spreading what we think and do.
  • What do you KNOW?
  • HOW do you know it?
  • What do you LIKE? How do you find out? We tell each other, and we’re open to new things when we trust the recommender.
  • Credibility is earned. Gradually. By humans.
  • Whose advice do you believe? What influences your buying? Where do you get guidance?
  • What about markets?
  • Whose advice do you believe? What influences your buying? Where do you get guidance?
  • Who do you ask when you need a … law, finance, animal care, IT, plumbing, etc. Whose advice do you trust on specific issues? Why?
  • If you learn one thing today: listen. Someone’s already talking about you.
  • What does Twitter do? -- connects people, connects ideas, fosters relationships, builds community --elements of both but rolled into an extremely convenient, mobile, low-commitment package --It also does a beautiful job of replicating “lost” practices by which humans get to know one another. Sometimes the triviality of the interactions IS the point.
  • What does Twitter do? -- connects people, connects ideas, fosters relationships, builds community --elements of both but rolled into an extremely convenient, mobile, low-commitment package --It also does a beautiful job of replicating “lost” practices by which humans get to know one another. Sometimes the triviality of the interactions IS the point.
  • These are the specific ways that microsharing can build VALUE for your business. Value can be baked in right from the beginning. Even if you’re “just experimenting” don’t go in blindly. Listen, come up with some ideas and test them. Find ways to do existing business processes that take advantage of the qualities of these new channels.
  • [STORIES: Comcast, Dell, TJMaxx, Best Buy]
  • Versions of microsharing inside of companies will connect employees to one another in profound new ways, helping people find mentoring, problem-solving, collaboration, cohesiveness, project management… [STORIES: Original purpose of Twitter; ESME]
  • Get familiar with the tools and their potential, and then put them into the hands of your employees, as aspects of Twitter can blend into any deep number of business activities
  • YES!!
  • YES!!
  • Govern social media pretty much the same way you govern chat, web browsing, smoking breaks, coffee breaks, office gossip, etc. By employee results.
  • What does Twitter do? -- connects people, connects ideas, fosters relationships, builds community --elements of both but rolled into an extremely convenient, mobile, low-commitment package --It also does a beautiful job of replicating “lost” practices by which humans get to know one another. Sometimes the triviality of the interactions IS the point.
  • What does Twitter do? -- connects people, connects ideas, fosters relationships, builds community --elements of both but rolled into an extremely convenient, mobile, low-commitment package --It also does a beautiful job of replicating “lost” practices by which humans get to know one another. Sometimes the triviality of the interactions IS the point.
  • What does Twitter do? -- connects people, connects ideas, fosters relationships, builds community --elements of both but rolled into an extremely convenient, mobile, low-commitment package --It also does a beautiful job of replicating “lost” practices by which humans get to know one another. Sometimes the triviality of the interactions IS the point.
  • What does Twitter do? -- connects people, connects ideas, fosters relationships, builds community --elements of both but rolled into an extremely convenient, mobile, low-commitment package --It also does a beautiful job of replicating “lost” practices by which humans get to know one another. Sometimes the triviality of the interactions IS the point.

Transcript

  • 1. @Pistachio?
  • 2.  
  • 3.  
  • 4. “ Laura Fitton… has thousands of people following her on Twitter. …by consistently touching a tribe of people with generosity and insight, she’s earned the right to lead” -Seth Godin, Tribes
  • 5.  
  • 6.  
  • 7.  
  • 8. Influence (was) Attract attention to yourself
  • 9. Influence (is) Provide attention & value to others
  • 10. 4 Word Guide to Social Media
  • 11.
    • Listen.
    • Learn.
    • Care.
    • Serve.
  • 12. Social Media is Nothing New
  • 13. Photo Credit: (cc) jerryfletcher on flickr.com
  • 14. Social Media is Knowledge
  • 15. Knowledge is Socially Mediated Photo Credit: (cc) fredoalvarez on flickr.com
  • 16. Knowledge is Socially Mediated
  • 17. Knowledge is Social ly Media ted
  • 18. Markets are Socially Mediated
  • 19. Photo Credit: (cc) gregor_y on flickr.com
  • 20. Markets are Socially Mediated
  • 21. Markets are Social ly Media ted
  • 22. Photo Credit: (cc) matrianklw on flickr.com
  • 23. What is Next?
  • 24. 1. Social Business.
  • 25. VALUE. visibility relevance relationships social capital community ideas trust research marketing networking customer service traffic news sales SEO
  • 26. Externally Events Community Customer service Monitoring News Innovation Research Point of Sale Word of Mouth Relationships Branding Direct sales SEO &traffic Networking
  • 27. Internally Sales Teams Event Planning Project Status News Coordination Interface Decentralized teams Employee Support Mentoring Problem-solving Purely Social
  • 28. Social Business Campaigns?
    • not so much.
    • Social Business literacy.
  • 29. Will Employees Waste Time?
  • 30. YES!!
  • 31. Will Employees Waste Time?
    • Pointless meetings
    • Procrastinating
    • Coffee breaks
    • Telephone
    • Gossiping
    • Smoking
    • email
    • Web
    • IM
    • Social media
  • 32.  
  • 33. 2. True Mass Adoption.
  • 34. 4 BILLION handsets.
  • 35. Text “F CornellAlumni” to 40404 You now follow @CornellAlumni. Without even HAVING a Twitter account.
  • 36. Text “ join ” to 40404 You now have a Twitter account.