Social Media Food for Thought

The good, the bad and the ugly

Deborah Schultz www.deborahschultz.com

We live again in a relationship economy

Transactions are the by-products of healthy relationships. The global economy is shifting from a mass media, consumer mass-marketing model to one that is far more emergent and decentralized. The involuntary loyalty of "sticky" services is falling victim to the far preferable voluntary loyalty won through responsiveness, quality, excellent service, reliability and trustworthiness.

Sometimes, transactions don't matter.

-Jerry Michalski

The Web Is

Personal - It is something you: Read, Write, Share, Browse, Change, Create

It is both Meaningful and Valuable

And...Searchable

Persistence - Makes the experience meaningful

Awareness - keep the lines of communication open

Persistence + Awareness = A relationship

The medium is the relationship

complex, light and diverse

Your are connecting everywhere, anytime

Think of it as relationship bricolage

“ Bricolage is what tinkers do -collecting odd bits of stuff they think may be potentially useful, then using whatever bits seem to work in the context of some later repair job. Simple. And yet profound. Because the bits the bricoleur ends up using were not designed for the use they end up being put to”.

Chris Locke

We Weave

between networks within networks over and around

[see www.networkweaving.com]

deb, get an n95 anyone know a place to eat in amsterdam? best place to get a drink around here? deb, it’s john thanks for email on new features sent to dev team woot - we launched! John - when you guys launching your new API?

How do you tune your weaving?

Be real

Jump in

Get transparent

Find your communities - online & offline

Be a catalyst

Know when to “let it go”

Be human - multi dimensional

Create opportunities to socialize

The love you give is equal to the love you get

Listen. Rinse. Repeat

Before case studies...a friendly reminder

Be human - use the letter “I” and the word “We”

Be in it for the long haul - sustainability

Too much noise -- there are no big hits

Cultivate your inner geek

Think like a Digital Ambassador or Customer Advocate or Media Mogul

You are not in control - your audience/customer/partner is.

Catalyst Starters - time for you to work

Sony PSP: so obviously wrong, it hurts

Ford: this is a old-style Campaign not Social Media

Microsoft: Connect ALL the dots..PLEASE "exceptional technical community leaders from around the world who voluntarily share their high quality, real world expertise with others".

American Airlines: just another slick ad campaign

Heroes: Understood their fans & what they wanted

And the Fans ran with it: Good or bad?

Or this may happen...