Engagement strategies
       for social media
Engagement strategies
       for social networks
Conversation
Social media &
networking is BIG...

and growing...
The power of
“someone like me”
Control   Message

                    Conversation




                               In uence
Social media
  building blocks

                               presence


                  sharing                 relati...
Social media
  building blocks

                        p
                    s        r

               =    c
          ...
p
s        r
    id
c        t
    g
p
s        r
    id
c        t
    g
p
s        r
    id
c        t
    g
p
           s        r
               id
           c        t
               g




Blogging
p
           s        r
               id
           c        t
               g




Blogging
p
s        r
    id
c        t
    g
Why should I care
what you had
for lunch?
“
One of the most neglected aspects of the
blogosphere, in my opinion, is that precisely
because it’s (mostly) composed of...
MySpace




Facebook


               Flickr
My place?




            Or yours?
Start small.
             Fail early, le
                            arn often...
Listen to the
market
Follow the
    conversation...
How do you measure
  effectiveness?
The “because” effect:
What happens when you make
more money because of, rather
than with something.
                       ...
ROI mapping
More effective
Less effective




                 Less effort                            More effort



     ...
Marketer’s
breakfast?
“You've made it clear. You'd rather see
Digg go down fighting than bow down
to a bigger company”
                      Digg...
You Rock!
You Suck!
I am not a “target market”
Questions & discussion
This presentation and associated notes will be available at:
http://zum.io/wds08
This work is licensed under the Creative Commons Attribution-Noncommercial-Share Alike 2.5 Australia
License. To view a co...
WDS08 - Engagement Strategies for Social Media
WDS08 - Engagement Strategies for Social Media
WDS08 - Engagement Strategies for Social Media
WDS08 - Engagement Strategies for Social Media
WDS08 - Engagement Strategies for Social Media
WDS08 - Engagement Strategies for Social Media
WDS08 - Engagement Strategies for Social Media
WDS08 - Engagement Strategies for Social Media
WDS08 - Engagement Strategies for Social Media
WDS08 - Engagement Strategies for Social Media
WDS08 - Engagement Strategies for Social Media
WDS08 - Engagement Strategies for Social Media
WDS08 - Engagement Strategies for Social Media
WDS08 - Engagement Strategies for Social Media
WDS08 - Engagement Strategies for Social Media
WDS08 - Engagement Strategies for Social Media
WDS08 - Engagement Strategies for Social Media
WDS08 - Engagement Strategies for Social Media
WDS08 - Engagement Strategies for Social Media
WDS08 - Engagement Strategies for Social Media
WDS08 - Engagement Strategies for Social Media
WDS08 - Engagement Strategies for Social Media
WDS08 - Engagement Strategies for Social Media
WDS08 - Engagement Strategies for Social Media
WDS08 - Engagement Strategies for Social Media
WDS08 - Engagement Strategies for Social Media
WDS08 - Engagement Strategies for Social Media
WDS08 - Engagement Strategies for Social Media
WDS08 - Engagement Strategies for Social Media
WDS08 - Engagement Strategies for Social Media
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WDS08 - Engagement Strategies for Social Media

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My presentation at Web Directions South 2008.

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  • Great presentation. Wish I had been there.
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  • Chart adapted from Gene Smith, based on ideas from Matt Webb and Stewart Butterfield (Flickr): http://nform.ca/publications/social-software-building-block
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  • Chart adapted from concept by Digital Eskimo: http://digitaleskimo.net
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  • Chart adapted from concept by Digital Eskimo: http://digitaleskimo.net
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  • Just found out I've incorrectly attributed to Josh Marshall - it's actually Matthew Yglesias speaking on TPM: http://talkingpointsmemo.com/archives/153704.php
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WDS08 - Engagement Strategies for Social Media

  1. Engagement strategies for social media
  2. Engagement strategies for social networks
  3. Conversation
  4. Social media & networking is BIG... and growing...
  5. The power of “someone like me”
  6. Control Message Conversation In uence
  7. Social media building blocks presence sharing relationships identity conversations trust groups
  8. Social media building blocks p s r = c id t g
  9. p s r id c t g
  10. p s r id c t g
  11. p s r id c t g
  12. p s r id c t g Blogging
  13. p s r id c t g Blogging
  14. p s r id c t g
  15. Why should I care what you had for lunch?
  16. “ One of the most neglected aspects of the blogosphere, in my opinion, is that precisely because it’s (mostly) composed of people who aren’t professional journalists, it’s composed of people who are professional doers of something else and know a great deal about what it is they ‘really’ do. Consequently, the overall network of blogs contains a great deal of embedded ” knowledge.
  17. MySpace Facebook Flickr
  18. My place? Or yours?
  19. Start small. Fail early, le arn often...
  20. Listen to the market
  21. Follow the conversation...
  22. How do you measure effectiveness?
  23. The “because” effect: What happens when you make more money because of, rather than with something. Doc Searls
  24. ROI mapping More effective Less effective Less effort More effort High risk Medium risk Low risk
  25. Marketer’s breakfast?
  26. “You've made it clear. You'd rather see Digg go down fighting than bow down to a bigger company” Digg founder, Kevin Rose
  27. You Rock!
  28. You Suck!
  29. I am not a “target market”
  30. Questions & discussion This presentation and associated notes will be available at: http://zum.io/wds08
  31. This work is licensed under the Creative Commons Attribution-Noncommercial-Share Alike 2.5 Australia License. To view a copy of this license, visit http://creativecommons.org/licenses/by-nc-sa/2.5/au/ or send a letter to Creative Commons, 171 Second Street, Suite 300, San Francisco, California, 94105, USA.

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