Navigating the Social Web


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This is a presentation given at the Business Council of New York State's Annual Meeting at the Sagamore Hotel by Social Media Strategist Matt Hames.

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  • Full page ad in the Wall Street Journal for Domtar
  • Consider the website
  • Talk about Domtar
  • Facebook google argument
  • The good news is, we can take a little control over the brand. This is a community page,
  • It’s a networking tool not based on geography.
  • People create profiles in LinkedIn. They refer each other, answer questions, join groups.
  • Networks that aren’t based on georgraphy
  • A place ot share smarts
  • From those profiles, LinkedIn creates a picture of the company.
  • 1,800 people.
  • Fro a brand, it’s a way to show off content.
  • This is the thing of the future.
  • This is Ning. The url is It’s an invitation only social network that we can customize in any way we want.
  • It’s completely secure. Unless you get invited, you can’t get in.
  • This is Ning. The url is It’s an invitation only social network that we can customize in any way we want.
  • – for example, by amplifying earned media coverage in mainstream media, or by reinforcing messaging in their newsletters or on their websites. (This is probably what I’ll talk about: Using social media to promote ideas, issues, and specific bits of legislation.)
  • Start with the knowledge. Start with what you’ll say in that room. Call it a podcast, a blog, a Ning social network, a vlog, social media pressroom Start with the ideas, insights, answers, processes, then pick the tactics that deliver.
  • NOT AN ONLINE BROCHURE! No person in our room wants to be handed a brochure. This is how to visualize those people, and those rooms.
  • NOT AN ONLINE BROCHURE! No person in our room wants to be handed a brochure. This is how to visualize those people, and those rooms.
  • Learner, shopper, buyer
  • Navigating the Social Web

    1. 1. Web 2.0 in 2011
    2. 4. <ul><li>What is a social network, and how they are different </li></ul><ul><li>Some examples of social media tools </li></ul><ul><li>The shift – ie, what now? </li></ul>
    3. 5. What is a social network?
    4. 6. <ul><li>For an individual, the value is in the community </li></ul><ul><li>For a brand, the value is in harnessing the community </li></ul>
    5. 7. Social Networks
    6. 8. <ul><li>Social media is about a change in behavior </li></ul><ul><li>A convergence, where online stopped being about ‘websites’ and started being about experiences </li></ul>
    7. 9. <ul><li>“ Social media is having the disruptive impact that TV did. But on an accelerated timeline.” – Eric Mower </li></ul>
    8. 10. TRADITIONAL MEDIA SOCIAL MEDIA One way, brand speaking Two way / a conversation Focused on the brand Focused on the consumer Brand in control Consumer in control Repeating the message Adapting the message Entertaining Involving Brand created content User created content / Co-creation Space defined by Media Owner Space defined by Consumer
    9. 11. Who has time for all this? <ul><li>2 nd Law of Social Networking </li></ul>
    10. 12. Why EMA <ul><li>Before we show off the tactics, people like to share. </li></ul><ul><li>So we’re not in control. </li></ul><ul><li>Of the brand, the message, of the consumer </li></ul><ul><li>As social media experts, we understand that we’re not in control. But we understand how to use tools to get a little control back. </li></ul>
    11. 16. <ul><li> </li></ul><ul><li>Crisis ready EMA Microsite </li></ul>
    12. 17. The tactics
    13. 19. <ul><li>Facebook has over 500 million members </li></ul><ul><li>50% of all Canadians have a profile! </li></ul>Source:
    14. 20. <ul><li>Connecting people I already know. </li></ul>
    15. 21. <ul><li>Facebook is after shoppers through the social graph. </li></ul>
    16. 27. Who is on Facebook?
    17. 40. <ul><li>There are a lot of brands that are part of the everyday life of people. </li></ul>
    18. 42. <ul><li>When used right, Twitter can be a goldmine of insights. </li></ul>
    19. 44. <ul><li>Twitter will be the place where you first hear of a crisis. </li></ul>
    20. 46. <ul><li>Social bookmarking is the solution to never having to e-mail a link home. </li></ul><ul><li>It’s also a way to prove smarts. </li></ul>
    21. 49. <ul><li>A continuously updated what’s new section of the website </li></ul>
    22. 51. <ul><li>YouTube has a vibrant community </li></ul>
    23. 53. <ul><li>YouTube is the second most used search engine </li></ul>
    24. 56. Location based social networks
    25. 57. <ul><li>Yelp, FourSquare, Gowalla, and a myriad of other tools are local mobile search engines. </li></ul><ul><li>Users &quot;check-in&quot; at venues, get rewards. </li></ul><ul><li>We’re giving people free stuff at client locations. </li></ul>
    26. 63. <ul><li>A secure social network for $20 a month </li></ul>
    27. 64. The shift
    28. 65. <ul><li>Understand customers better </li></ul><ul><li>Whoever they might be. </li></ul>
    29. 66. <ul><li>I just showed you a bunch of tactics. </li></ul><ul><li>Here’s how those things could work together. </li></ul>
    30. 68. <ul><li>That’s a digital presence not a website. </li></ul><ul><li>It’s digital real-estate that you have some control over, where people can talk back. </li></ul>
    31. 69. <ul><li>These places need content. </li></ul><ul><li>And they need content for different parts of the journey. </li></ul>
    32. 71. <ul><li>So develop a digital strategy whereby your website works with other digital assets. </li></ul><ul><li>Create shareable content (or share content). </li></ul><ul><li>And move people from learner to shopper to buyer. </li></ul>