Yianni Garcia
SOCIAL MEDIA STRATEGIST
www.socialmediaguy.com
NEW YORK 24.JUNE.2009
ILLUSTRATION: INTERNET MAPS BY CHRIS HARRISON

INTRODUCTION:
THE NEW SOCIAL CONSUMER
erful
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purchasing decisio

INTRODUCTION:
THE NEW SOCIAL CONSUMER
My Mom on Facebook… WTF?

INTRODUCTION:
THE NEW SOCIAL CONSUMER
People, not Ads, Build Social Networks

INTRODUCTION:
THE NEW SOCIAL CONSUMER

INTRODUCTION:
THE NEW SOCIAL CONSUMER
“WE ARE NOT IN THE BUSINESS OF SUPPORTING
A MEDIA INDUSTRY, WE ARE IN THE BUSINESS OF
CONNECTING WITH CUSTOMERS”
- Trevor Edwards
VP Global Brand & Category Management
NIKE
October 2007

DEVELOPING YOUR PRESENCE:
4 STEP APPROACH
4
LISTEN
ORCHESTRATE
ACTIVATE
GROW

DEVELOPING YOUR PRESENCE:
LISTEN
LISTEN TO ME
Be passionate about lis
tening as much as you a
Use listening tools to fin re about speaking.
d where people might b
by inputting search term e talking about you
s your prospective comm
in discussions that are p unity might use
ertinent to your interests.
note where these conv Start a database to
ersations are happenin
on who is out there in g, and to record info
the space. Check out A
Search to find existing lltop and Google Blog
blogs on the topic.
Subscribe. Comment.
Keep you listening statio
running all the time.
n
Work hard at knowing
where and who is
talking about you, you
r competitors, those
Topics that interest yo
u. This is one of the
Most important parts o
f the platform.
Credit: www.chrisbrogan.com

DEVELOPING YOUR PRESENCE:
LISTEN
Building Your Listening Station
Get a gmail account and log in to Google Reader. This will become your home base for listening
GO to Google Blogsearch. Type in your query about your company, your competitor and the like
Note the “subscribe links on the bottom left of the page. Right-click the RSS link, and select copy
Go back to Google Reader, click Add Subscription, and select paste
Repeat this for as many variations of searches you want for blogs
Repeat process on Technorati & Twitter Search
Fine tune your searches by seeing what inaccurate results come from your first attempts
Sort through Reader. If you find a relevant mention, note it in your outreach sheet (where, who)
Do something with what youʼre
learning. Figure out the business
value of the listening youʼre doing,
and route it to the right places.
Listening isnʼt for marketers. Itʼs for
the organization. Itʼs for customer
service, for product management,
for the senior team, etc.
Credit: www.chrisbrogan.com

DEVELOPING YOUR PRESENCE:
LISTEN
CHEAT A
LITTLE BIT
IF YOU
WANT

DEVELOPING YOUR PRESENCE:
LISTEN

DEVELOPING YOUR PRESENCE:
LISTEN

DEVELOPING YOUR PRESENCE:
LISTEN
My first NYC apartment had
bedbugs. I hated them and I
twittered about the issue several
times. Not only did my followers
help me identify them but a
mattress encasement company
listened to my complaints and
provided me with resources. I
purchased $250 worth of mattress
encasements.

DEVELOPING YOUR PRESENCE:
LISTEN
After seeing an ad for the
new Ben & Jerryʼs Flipped
up cups I twittered about
wanting to make a video
of them. Ben & Jerryʼs
listened and mailed me
coupons to get free
samples to make my
video 

DEVELOPING YOUR PRESENCE:
ORCHESTRATE
ORCHESTRATE

DEVELOPING YOUR PRESENCE:
ORCHESTRATE
PASSPORT
HOMEBASE
OUTPOST
Content by www.chrisbrogan.com

DEVELOPING YOUR PRESENCE:
ORCHESTRATE
* wordpress.com – a blogging platform
* flickr.com – a photo sharing site
* gmail.com – for all Google Accounts
* yahoo.com – for all Yahoo Accounts (including flickr above)
* digg.com – a social news/recommendation site
* stumbleupon.com – a social recommendation site
* disqus.com – a commenting platform
* delicious.com – a social bookmarking platform
* blip.tv – a video hosting platform (see also viddler.com and vimeo.com)
* twitter.com – a powerful social network (see more in outposts below)
* facebook.com – a social network (see more in outposts below)
* youtube.com – a video sharing site (see more in outposts below)
* openid.org – a universal account (very useful)
* brightkite.com – a location-based service)
* yelp.com – especially pertinent to small and/or local businesses
Content by www.chrisbrogan.com

DEVELOPING YOUR PRESENCE:
ORCHESTRATE

DEVELOPING YOUR PRESENCE:
ORCHESTRATE
NO HOMEBASE SHOULD BE AN ISLAND

DEVELOPING YOUR PRESENCE:
ACTIVATE
The New York Times article
recommends readers type
“Cubby Bernstein” into any
search engine, and according to
a Google report, readers are
doing just that.
Broadway.tv
ACTIVATE

DEVELOPING YOUR PRESENCE:
ACTIVATE

DEVELOPING YOUR PRESENCE:
ACTIVATE - RESULTS

DEVELOPING YOUR PRESENCE:
GROW

DEVELOPING YOUR PRESENCE:
GOW
THANK YOU
socialmediaguy.com