PurposeTo assess the hidden value - and priceless potential –social media and how it can make a difference inbusiness.
ObjectivesAt the end of this 3 hr session, each participant will beable to:Describe a social networkDifferentiate between communication and authoritysocial networksChoose a social network and deploy an action plan forits usage.
CourseThis course includes:Classroom – Based LessonsA short test at the end of each lessonA hands on activity to further examine aspects ofsocial networksA quick reference of websites to help further yourstudy and investigation of social networks
AgendaAsk the Experts: Pros vs. ConSocialnomicsJoin the RevolutionImpact of Social NetworksCommunity NetworkAuthority NetworksBridging Authority and Community for MarketingSuccessSocial Network Examples10 Step Action Plan
ONE - TWO – BREAK ON 3ONE - TWO – BREAK ON 3BREAK INTO TEAMS OF 3 AND DISCUSS WHATYOU WOULD LIKE TO GAIN FROM THE CLASSTHEN WRITE THEM ON THE LARGE POSTERPADS.
Pop QuizDISCUSS WHAT IS SOCIAL MEDIA THE IMPACTOF SOCIAL MEDIA ON MARKETING
Media vs NetworkSocial media are media for social interaction, usinghighly accessible and scalable publishing techniques.Social media uses web-based technologies to turncommunication into interactive dialogues.SOCIAL NETWORK is a web-based service that providesways for users to interact, such as file sharing, blogging,and discussion groups, to build communities of peoplewho have common interests. Locations on the Internetwhere individuals can contact other individuals, shareinformation, join groups, promote their businesses, etc.
Ask the Experts: Pro and ConIn his 2006 book, The Wealth of Networks: How SocialProduction Transforms Markets and Freedom,Yochai Benkler analyzed many of these distinctionsand their implications in terms of both economicsand political liberty. However, Benkler, like manyacademics, uses the neologism network economy or"network information economy" to describe theunderlying economic, social, and technologicalcharacteristics of what has come to be known as"social media".
Ask the Experts2: Pro and ConAndrew Keen criticizes social media in his bookThe Cult of the Amateur, writing, "Out of this anarchy,it suddenly became clear that what was governing theinfinite monkeys now inputting away on the Internetwas the law of digital Darwinism, the survival of theloudest and most opinionated. Under these rules, theonly way to intellectually prevail is by infinitefilibustering."
SocialnomicsSocial Media Revolution: Is social media a fad? Or is itthe biggest shift since the Industrial Revolution?YouTube - Social Media Revolution
Join the RevolutionThere are various statistics that account for social media usage andeffectiveness for individuals worldwide. Some of the most recentstatistics are as follows:Social networking now accounts for 22% of all time spent online in theUS.A total of 234 million people age 13 and older in the U.S. used mobiledevices in December 2009.Twitter processed more than one billion tweets in December 2009 andaverages almost 40 million tweets per day.Over 25% of U.S. internet page views occurred at one of the top socialnetworking sites in December 2009, up from 13.8% a year before.Australia has some of the highest social media usage statistics in theworld. In terms of Facebook use Australia ranks highest with almost 9hours per month from over 9 million users.
Pop QuizHAVE ANY OF YOU EXPERIENCED THE IMPACTOF SOCIAL MEDIA?WHAT IS YOUR EXPOSURE?
Impact of Social NetworksReach - both industrial and social media technologiesprovide scale and enable anyone to reach a globalaudience.Accessibility - the means of production for industrialmedia are typically owned privately or bygovernment; social media tools are generally availableto anyone at little or no cost.Usability - industrial media production typicallyrequires specialized skills and training. Most socialmedia does not, or in some cases reinvent skills, soanyone can operate the means of production.
Impact of Social Networks 2Recency - the time lag between communicationsproduced by industrial media can be long (days, weeks, oreven months) compared to social media (which can becapable of virtually instantaneous responses; only theparticipants determine any delay in response). Asindustrial media are currently adopting social media tools,this feature may well not be distinctive anymore in sometime.Permanence - industrial media, once created, cannot bealtered (once a magazine article is printed and distributedchanges cannot be made to that same article) whereassocial media can be altered almost instantaneously bycomments or editing.
Community NetworksCommunity media constitute an interesting hybrid ofindustrial and social media. Though community-owned, some community radios, TV and newspapersare run by professionals and some by amateurs. Theyuse both social and industrial media frameworks.
Authority NetworksOne of the key components in successful social mediamarketing implementation is building "socialauthority". Social authority is developed when anindividual or organization establishes themselves asan "expert" in their given field or area, therebybecoming an "influencer" in that field or area. 
Bridging Authority and Communityfor Marketing SuccessIt is through this process of "building socialauthority" that social media becomes effective. That iswhy one of the foundational concepts in social mediahas become that you cannot completely control yourmessage through social media but rather you cansimply begin to participate in the "conversation" inthe hopes that you can become a relevant influence inthat conversation
Communication NetworksBlogs: Blogger, ExpressionEngine, LiveJournal,Open Diary, TypePad, Vox, WordPress, XangaMicroblogging: FMyLife, Foursquare, Jaiku, Plurk,Posterous, Tumblr, Twitter, Qaiku, Yammer, Google BuzzLocation-based social networks: Foursquare, Gowalla,Facebook places, The HotlistSocial networking: ASmallWorld,Cyworld, Facebook,Hi5, LinkedIn, MySpace, Orkut, Tagged, XINGEvents: Eventful, The Hotlist, Meetup.com, UpcomingInformation Aggregators: Netvibes, Twine (website)Online Advocacy and Fundraising: Causes, Kickstarter
Social Authority NetworksCollaboration/authority buildingWikis: PBworks, Wetpaint, Wikia, WikimediaSocial bookmarking (or social tagging):CiteULike,Delicious, Diigo, Google Reader, StumbleUpon, folkdSocial news: Digg, Mixx, NowPublic, Reddit, Newsvine,MyWebooSocial navigation: Trapster, Waze Content Management Systems: WordpressDocument Managing and Editing Tools: Google Docs,Syncplicity, Docs.com, Dropbox
Pop QuizPOP QUIZ: WHAT TYPES OF SOCIAL MEDIANETWORKS WOULD HELP GROW YOURBUSINESS?
Develop Your Action Plan!Ten ways to get started with Social Networking.1) Read 10 blogs - sign-up for a Bloglines account and searchfor and subscribe to 10 blogs about social networking - youcan return daily to your page on Bloglines to find and readall the new content on your 10. Of course you can addblogs about your industry and interests here too.2) Comment on 10 blogs - posting relevant comments toblogs you read is a very simple form of social networking.Its also a good way to get some extra visitors your site orblog.
Develop Your Action Plan!3) Join Facebook - Join and create a profile. Find andfriend some of your existing contacts using tools onFacebook. Youll be surprised how many people youalready know have Facebook accounts.Facebook has some real value for you because of therich set of tools and large amount of active users. Thisis a great place to experiment with how peopleinteract in social networks.Once you get your feet wet you may also find thatFacebook is a great way to connect with businesscontacts you may never bump into otherwise.
Develop Your Action Plan!4) Create a mySpace page - this service is really embracedprimarily by musicians and the younger set. It alsohappens to have a large underbelly contingent so bewarned, but it is a great tool for learning how to build apresence outside of your web site.5) Join LinkedIn - this is a service thats been calledFacebook for business. It is really about meeting andconnecting with like-minded business folks. It is a greatservice for people looking for a job or to make connectionswith people who may be out of reach without anintroduction.
Develop Your Action Plan!6) Visit Ning - this is the largest custom socialnetworking service that allows you to create your owncommunity using a variety of tools that can bebranded to match your current site.7) Create a Workbench profile - this ones a little self-serving as this is my new social business networkingsite but its a good example of the personalizedbusiness community thats the next wave for smallbusiness.
Develop Your Action Plan!8) Create a Twitter account - this tool is pretty silly onthe surface, it allows you to type in 160 characters orless what you are doing right now. It feels like a giantwaste of time but a very large and active communityhas grown around this kind of micro-blogging andyou should understand how people are using it.9) Create a StumbledUpon profile - This is a socialnetwork built around discovering and recommendingsites that you like. Active stumblers can send a lot oftraffic your way
Develop Your Action Plan!10) Create a Digg account - this site allows you tokeep up to the minute with whats happening in theworld of business. Users submit and vote on what isbelieved to be the most important content.You might also consider Mixx, Squidoo and Flikr asplaces to find and develop niche related communitieswhen youre ready to really get out there.
Onward , Net-wardThink of mySpace, LinkedIn and Facebook as yourlabs - get in there and experiment for the future. thenstart planning your own personalized social businessnetwork.
Pop QuizPOP-QUIZ: IF ASKED WHAT WOULD YOURECOMMEND AS APART OF YOUR MARKETINGSTRATEGY? WHICH ONES WOULD YOU ASKTHAT THE ONLINE MEDIA STRATEGISTINCLUDE?