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Harnessing the Power of Social Media
for Marketing and Community Outreach
Miami Dade College Conference Day, March 5th, 2009   Alex de Carvalho
Topics

    Introduction
✤




    What is Social Media?
✤




    Creating Identity and Brand online
✤




    Community outreach, engagement ... and marketing
✤
Alex de Carvalho




             http://alexdc.org
         http://twitter.com/alexdc
StartPR: social media management


- Track your mentions on social networks and on over 100 million blogs
- Annotate and store important posts
- Coordinate responses with colleagues
- Report on mentions and improve blogger relations activity



                        http://startpr.com
RefreshMiami: new media community


- South Florida’s web and new media community
- Established March 2006
- Over 1,000 members
- Monthly meetups average 100 participants



                    http://refreshmiami.org
BarCamp Miami: new media conference



- Third web and new media “un”conference

- February 22nd 2009, just before the Future of Web Apps conference
- 806 registered and over 600 participants attended

- Free conference supported by company sponsorships



                   http://barcampmiami.org
Social Media Club of South Florida


A community for the champions of social media and those seeking to learn
- Expand media literacy
- Share lessons learned
- Adopt industry standards
- Promote ethical practices



                  http://socialmediaclubsf.org
Topics

    Introduction
✤




    What is Social Media?
✤




    Creating Identity and Brand online
✤




    Community outreach, engagement ... and marketing
✤
social networks sure look like a random
  mess (and thus a waste of time?) ...




                                         Graph: GustavoG
              http://www.flickr.com/photos/gustavog/9708628/
Wikipedia is a social media ... let’s
look here for a definition
TOOLS for sharing and discussing



       Tools              Activities
                 social
                 media


               Interaction
ACTIVITIES that integrate
technology and social interaction


       Tools              Activities
                 social
                 media


               Interaction
INTERACTION that builds
shared meaning among communities, as
people share their stories and experiences



          Tools              Activities
                    social
                    media


                  Interaction
Through social media,
people build their online ...
        • Presence
        • Credibility
        • Identity
        • Authority
        • Reputation
        • Influence
Traditional media
          Newspapers
           Magazines
           Television
             Radio
             Books
              CDs
             DVDs
        A box of photos
Physical, paper mail and catalogs
          Yellow Pages
Digital media

    Cellphones
   Compact disc
   Digital video
  Digital television
       e-book
      Internet
      Minidisc
   Video games
Social media
     Blogging
 Social Networking
       Wikis
   Bookmarking
   Photosharing
   Calendaring
     Tagging
    Podcasting
  Microblogging
Social media
• Traditional media above can’t be changed. A newspaper can’t
 magically change its stories

• You can interact with my blog. You can leave a comment.

• You can get some sense of the popularity of my stu in real time.

• With the “new media” you can look at my archives and see all posts.

• Here on my blog I can mix media. A post could contain text, audio,
  video, or photos.

• Here on my blog I don’t need to convince a committee to publish.

• The new media is infinite. (time, space, schedule)

• The new media can be syndicated, linked and easily reused.

• The new media can be mashed up with data from other services.
                        Robert Scoble, http://scobleizer.com/2007/02/16/what-is-social-media/
Topics

    Introduction
✤




    What is Social Media?
✤




    Creating Identity and Brand online
✤




    Community outreach, engagement ... and marketing
✤
now let’s talk about ...
Tom Peters said (over 10 yrs ago):

                                                 To be in
“We are CEOs of our own companies: Me Inc.


business today, our most important job is
to be head marketer for the brand called
You.”

                   http://www.fastcompany.com/magazine/10/brandyou.html

                                            From Issue 10 | August 1997
there are lots of books on the importance of
branding yourself professionally ...
... but very few books (yet) on how to
   brand yourself professionally

                    online



   Note: your online identity works for you 24/7
so here’s the deal:

   1.   what defines you?
        - write your bio,
        - select your avatar,
        - choose a username

   2.   go where people are

   3.   connect with people
        (who share your interests)

   4.   publish, publish, publish

   5.   display your activity streams
Axiom #1:

your social profiles online and
    the stuff you publish
       will attract new
connections and opportunities
memorize this set of words

          ocean
          moon
           face
           desk
          lights
count to five
now, name a
laundry detergent
network of associations

                                                                            Gain
                      moon



                                            Tide                                                  All
ocean


                                                                             Fab
                      wave




        Source: Drew Westen, Ph.D., “The Political Brain: The Role of Emotion in Deciding the Fate of the Nation”
                                                                                      http://tinyurl.com/bawfff
work on your own network
of associations

                          people
          content



                    You            people
content


                          people
          content
this is how people find you online

podcasts                          blogs
             blog posts


  social
                                 socnets
               video
 profiles


                          You      online
 avatars      photos            communities


                                  virtual
               tags
lifestream                        worlds

                                  online
             comments            presence
1. what defines you?
                                                         reputation
                      work experience
 passions
                                        education
             sports          hobbies
                                                   relationships
 geography                              thoughts
                  associations
                                                       groups
                                  desires
             community work                        other activities
  travel                         pets


                               (now and in the future)
so here’s the deal:

   1.   what defines you?
        - write your bio,
        - select your avatar,
        - choose a username

   2.   go where people are

   3.   connect with people
        (who share your interests)

   4.   publish, publish, publish

   5.   display your activity streams
2. Go where people are

Think of it this way. If you are a fisherman you would
not fish for the trophy catch in stagnated water.
You would need to go to where there is fresh water.

That's where the fish are.




                       http://infoworthsharing.com/blog2/2008/06/go_where_the_people_are.html
you mean, yet another social network?
think of social networks this way:
      The Social Media Starfish




Robert Scoble
                      http://www.flickr.com/photos/dbarefoot/1814873464/
or think of them as a “Conversation Prism”




   Brian Solis

                 http://www.briansolis.com/2008/08/introducing-conversation-prism.html
so here’s the deal:

   1.   what defines you?
        - write your bio,
        - select your avatar,
        - choose a username

   2.   go where people are

   3.   connect with people
        (who share your interests)

   4.   publish, publish, publish

   5.   display your activity streams
looks pretty random, huh?




        Graph: GustavoG   http://www.flickr.com/photos/gustavog/4499404/in/set-113313/
Axiom #2:

“People don’t just connect to each other.

They connect through a shared object.”



            “Social Object”
                                    Jyri Engestrom
                      http://www.zengestrom.com/
“The services that we love to play with allow
     people to socialize around objects”

   Flickr         YouTube            Del.icio.us




    “Think about objects as the reason why
     people get in touch with each other”

                                            Jyri Engestrom
                               http://www.zengestrom.com/
the same social network as before, showing
how people have connected by interests




                                                          Graph: GustavoG
                          http://www.flickr.com/photos/gustavog/4499404/in/set-113313
Axiom #3:

   People you don’t know well

 will you open more doors for you

than your closest friends and family
Mark Granovetter on “weak ties”

    Weak social ties account for most of the structure of social
✤


    networks in society as well as the transmission of information
    through these networks.

    More novel information flows to individuals through
✤


    weak rather than strong ties.

    Because our close friends tend to move in the same circles
✤


    that we do, the information they receive overlaps
    considerably with what we already know.
David Armano
LinkedIn is a good place to start connecting your
social networks to your other professional identity
    online, like blogs, slide presentations, etc.




                           http://www.linkedin.com/static?key=application_directory
so here’s the deal:

   1.   what defines you?
        - write your bio,
        - select your avatar,
        - choose a username

   2.   go where people are

   3.   connect with people
        (who share your interests)

   4.   publish, publish, publish

   5.   display your activity streams
blogging:
content, frequency, pipeline, links
      list 20 topics
  ✤



      write the articles:
  ✤



            keep them short
        ✤

            link to other bloggers
        ✤

            include visual media
        ✤



      post the first 5 to 10 at a frequency you determine ...
  ✤

      then tell your contacts about your blog
      post the next 10 at the same frequency
  ✤



      meanwhile, work on the next 20:
  ✤

      always keep drafts in your pipeline!
a few words on writing for the web
    most importantly: listen first
✤
                                        you are part of a community
                                    ✤



    say LESS                            people skim so keep it short
✤                                   ✤



    front-load: inverted pyramid        important content at the top
✤                                   ✤



    clear headlines and headings        make it easy for people
✤                                   ✤



    be factual, not cryptic             unless it’s fiction
✤                                   ✤



    establish trust                     provide context
✤                                   ✤



    use active voice                    passive voice is to be avoided
✤                                   ✤



    pay attention to netiquette,        be gracious
✤                                   ✤


    culture, tone of voice
it’s not so hard to cut through
the clutter
some corporations and media on WordPress
don’t forget to:


  • link to your own and to others’ content


  • make it easy for others to contact you
what about protecting my own content?

what about using (embedding, quoting,
reposting) other peoples’ material?
Creative Commons
                     Share, Remix, Reuse — Legally

Creative Commons provides free tools that let authors, scientists, artists,
 and educators easily mark their creative work with the freedoms they
 want it to carry. You can use CC to change your copyright terms from
            quot;All Rights Reservedquot; to quot;Some Rights Reserved.quot;

   We're a nonprofit organization. Everything we do — including the
                     software we create — is free.



                                          http://creativecommons.org/
Harnessing the Power of Social Media for Marketing and Community Outreach
so here’s the deal:

   1.   what defines you?
        - write your bio,
        - select your avatar,
        - choose a username

   2.   go where people are

   3.   connect with people
        (who share your interests)

   4.   publish, publish, publish

   5.   display your activity streams
The news feed is another way to
✤


    keep up with what your friends
    and contacts are doing -
    offline as well as online

    quick scan, no interaction = low
✤


    transaction costs

    you may find something
✤


    interesting to do, based on what
    your friends are doing

    you get a better sense about your
✤


    contacts’ interests and activities

    develop your “peripheral vision”
✤
your mini-feed provides a
        ✤


            snapshot of who you are
            at any given point in time
            it also provides context
        ✤



            show your personality
        ✤



            manage your privacy
        ✤




Text
 Text



        real interaction and
        communication, or even just
        “phatic” communication
Topics

    Introduction
✤




    What is Social Media?
✤




    Creating Identity and Brand online
✤




    Community outreach, engagement ... and marketing
✤
THE ONLINE OBJECTIVE

               Influence
              Authority
          p
         to
          e


              Reputation
       th
  to
  se




               Identity
Ri




              Credibility

               Presence
Markets are conversations




                                                           Hugh McLeod
X is the membrane between your internal conversation, A, and what
              your customers are talking about, B
                                http://www.gapingvoid.com/Moveable_Type/archives/
                                                   001607.html
Think of advertising in general

        http://thoughtnow.blogspot.com/2006/04/nyc-and-automobiles.html
Interruption marketing
How advertisers see us
Most of advertising is really not that different from ...

                     http://thoughtnow.blogspot.com/2006/04/nyc-and-automobiles.html
... unsolicited commercial messages
advertisers might as well talk to the hand
because we’re besieged by ads!
(and not even my cat likes spam)
do you see the membrane?

      http://thoughtnow.blogspot.com/2006/04/nyc-and-automobiles.html
Harnessing the Power of Social Media for Marketing and Community Outreach
break down that wall or membrane between
    your company and your customers
Jeep’s website
links to social networks on Jeep’s website
active community of Jeep aficionados on Flickr
                                   http://www.flickr.com/groups/
                                           jeepexperience/
markets are conversations
Axiom #4:


A brand is the collective consumer concept
               of a company.


    Logos are just brand identification.
Skittles
(a brand of candy made by the Mars company)

            http://skittles.com
Harnessing the Power of Social Media for Marketing and Community Outreach
Harnessing the Power of Social Media for Marketing and Community Outreach
Harnessing the Power of Social Media for Marketing and Community Outreach
Harnessing the Power of Social Media for Marketing and Community Outreach
Harnessing the Power of Social Media for Marketing and Community Outreach
Harnessing the Power of Social Media for Marketing and Community Outreach
Axiom #5


        quot;The biggest challenge is moving away from
   thinking about [social media] as marketing and PR.


       It's about product development, it's about IT.


    It's got to cut across all functions of the company.quot;



                                                                             -Peter Kim
                                                                  Forrester Research
http://www.adweek.com/aw/content_display/news/digital/e3i5dab627a6e5e9f670fe61aa2512a7514?pn=1
http://www.slideshare.net/absolutesubzero/community-management
1. Become or hire a community manager
1.a) Also, train your colleagues
Intel

 Intel will build credibility among the tough-to-impress IT crowd by
 putting its engineers out front, rather than a media-trained
 spokesperson.

 So far, 150 engineers have been selected to contribute as bloggers on
 Intel sites and on other tech sites.

                                                                   -ADWEEK, July 2008



        http://www.adweek.com/aw/content_display/news/digital/e3i5dab627a6e5e9f670fe61aa2512a7514?pn=1
2. Listen
Questions:
    How do people feel about my brand?
✤




    What is being discussed?
✤




    Who’s talking?
✤




    Are they influential?
✤




    Is my marketing working?
✤




    Are my products working?
✤




    How do we engage in the conversation?
✤
Listen: track your mentions




    online brand monitoring / South Florida startup
                                             http://startpr.com
Listen: monitor your brand(s)




                         http://startpr.com
What should I track?

          Key employees
      ✤



          Company name and URL
      ✤



          Competitors
      ✤




          Product and service names
      ✤



          Brands
      ✤



          Keywords
      ✤
Listen, then manage and react to conversations




                                    http://startpr.com
You may be amazed at what you’ll find out ...
3. Measure and count individual units, not just agreggate results
Suggested reading
Harnessing the Power of Social Media for Marketing and Community Outreach
http://www.forrester.com/Groundswell/book.html
Photo credits
attribution for photos not linked on their own slides

        cover picture (briefcase) http://www.businessfacilities.com/blog/2007/11/boomers-vs-
    ✤


        millenials.html
        puppy http://www.flickr.com/photos/klapow/39693385/
    ✤


        garfield http://www.flickr.com/photos/pasma/580401331/
    ✤


        70 years of Spam http://www.flickr.com/photos/dok1/2607573904/
    ✤


        web 2.0 logos http://www.flickr.com/photos/94291223@N00/122881874/
    ✤


        conversation prism http://www.flickr.com/photos/50698336@N00/2735401175/
    ✤


        dinner conversation http://www.flickr.com/photos/88543347@N00/80462964/
    ✤


        talk to the hand http://www.flickr.com/photos/99757245@N00/2652563248
    ✤


        child http://www.flickr.com/photos/40732566596@N01/109538354/
    ✤


        hungry fish http://www.flickr.com/photos/75269757@N00/727422407
    ✤


        seti http://www.flickr.com/photos/49457106@N00/280789933/
    ✤


        attention http://www.flickr.com/photos/69148125@N00/326386880/
    ✤


        billboard man http://www.flickr.com/photos/51363629@N00/96643546
    ✤


        yeehaw http://www.flickr.com/photos/61654243@N00/444844788/
    ✤


        jelly beans http://www.flickr.com/photos/jspad/450848498/
    ✤


        community manager http://www.flickr.com/photos/celesteh/397931208/
    ✤

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Harnessing the Power of Social Media for Marketing and Community Outreach

  • 1. Harnessing the Power of Social Media for Marketing and Community Outreach Miami Dade College Conference Day, March 5th, 2009 Alex de Carvalho
  • 2. Topics Introduction ✤ What is Social Media? ✤ Creating Identity and Brand online ✤ Community outreach, engagement ... and marketing ✤
  • 3. Alex de Carvalho http://alexdc.org http://twitter.com/alexdc
  • 4. StartPR: social media management - Track your mentions on social networks and on over 100 million blogs - Annotate and store important posts - Coordinate responses with colleagues - Report on mentions and improve blogger relations activity http://startpr.com
  • 5. RefreshMiami: new media community - South Florida’s web and new media community - Established March 2006 - Over 1,000 members - Monthly meetups average 100 participants http://refreshmiami.org
  • 6. BarCamp Miami: new media conference - Third web and new media “un”conference - February 22nd 2009, just before the Future of Web Apps conference - 806 registered and over 600 participants attended - Free conference supported by company sponsorships http://barcampmiami.org
  • 7. Social Media Club of South Florida A community for the champions of social media and those seeking to learn - Expand media literacy - Share lessons learned - Adopt industry standards - Promote ethical practices http://socialmediaclubsf.org
  • 8. Topics Introduction ✤ What is Social Media? ✤ Creating Identity and Brand online ✤ Community outreach, engagement ... and marketing ✤
  • 9. social networks sure look like a random mess (and thus a waste of time?) ... Graph: GustavoG http://www.flickr.com/photos/gustavog/9708628/
  • 10. Wikipedia is a social media ... let’s look here for a definition
  • 11. TOOLS for sharing and discussing Tools Activities social media Interaction
  • 12. ACTIVITIES that integrate technology and social interaction Tools Activities social media Interaction
  • 13. INTERACTION that builds shared meaning among communities, as people share their stories and experiences Tools Activities social media Interaction
  • 14. Through social media, people build their online ... • Presence • Credibility • Identity • Authority • Reputation • Influence
  • 15. Traditional media Newspapers Magazines Television Radio Books CDs DVDs A box of photos Physical, paper mail and catalogs Yellow Pages
  • 16. Digital media Cellphones Compact disc Digital video Digital television e-book Internet Minidisc Video games
  • 17. Social media Blogging Social Networking Wikis Bookmarking Photosharing Calendaring Tagging Podcasting Microblogging
  • 18. Social media • Traditional media above can’t be changed. A newspaper can’t magically change its stories • You can interact with my blog. You can leave a comment. • You can get some sense of the popularity of my stu in real time. • With the “new media” you can look at my archives and see all posts. • Here on my blog I can mix media. A post could contain text, audio, video, or photos. • Here on my blog I don’t need to convince a committee to publish. • The new media is infinite. (time, space, schedule) • The new media can be syndicated, linked and easily reused. • The new media can be mashed up with data from other services. Robert Scoble, http://scobleizer.com/2007/02/16/what-is-social-media/
  • 19. Topics Introduction ✤ What is Social Media? ✤ Creating Identity and Brand online ✤ Community outreach, engagement ... and marketing ✤
  • 20. now let’s talk about ...
  • 21. Tom Peters said (over 10 yrs ago): To be in “We are CEOs of our own companies: Me Inc. business today, our most important job is to be head marketer for the brand called You.” http://www.fastcompany.com/magazine/10/brandyou.html From Issue 10 | August 1997
  • 22. there are lots of books on the importance of branding yourself professionally ...
  • 23. ... but very few books (yet) on how to brand yourself professionally online Note: your online identity works for you 24/7
  • 24. so here’s the deal: 1. what defines you? - write your bio, - select your avatar, - choose a username 2. go where people are 3. connect with people (who share your interests) 4. publish, publish, publish 5. display your activity streams
  • 25. Axiom #1: your social profiles online and the stuff you publish will attract new connections and opportunities
  • 26. memorize this set of words ocean moon face desk lights
  • 28. now, name a laundry detergent
  • 29. network of associations Gain moon Tide All ocean Fab wave Source: Drew Westen, Ph.D., “The Political Brain: The Role of Emotion in Deciding the Fate of the Nation” http://tinyurl.com/bawfff
  • 30. work on your own network of associations people content You people content people content
  • 31. this is how people find you online podcasts blogs blog posts social socnets video profiles You online avatars photos communities virtual tags lifestream worlds online comments presence
  • 32. 1. what defines you? reputation work experience passions education sports hobbies relationships geography thoughts associations groups desires community work other activities travel pets (now and in the future)
  • 33. so here’s the deal: 1. what defines you? - write your bio, - select your avatar, - choose a username 2. go where people are 3. connect with people (who share your interests) 4. publish, publish, publish 5. display your activity streams
  • 34. 2. Go where people are Think of it this way. If you are a fisherman you would not fish for the trophy catch in stagnated water. You would need to go to where there is fresh water. That's where the fish are. http://infoworthsharing.com/blog2/2008/06/go_where_the_people_are.html
  • 35. you mean, yet another social network?
  • 36. think of social networks this way: The Social Media Starfish Robert Scoble http://www.flickr.com/photos/dbarefoot/1814873464/
  • 37. or think of them as a “Conversation Prism” Brian Solis http://www.briansolis.com/2008/08/introducing-conversation-prism.html
  • 38. so here’s the deal: 1. what defines you? - write your bio, - select your avatar, - choose a username 2. go where people are 3. connect with people (who share your interests) 4. publish, publish, publish 5. display your activity streams
  • 39. looks pretty random, huh? Graph: GustavoG http://www.flickr.com/photos/gustavog/4499404/in/set-113313/
  • 40. Axiom #2: “People don’t just connect to each other. They connect through a shared object.” “Social Object” Jyri Engestrom http://www.zengestrom.com/
  • 41. “The services that we love to play with allow people to socialize around objects” Flickr YouTube Del.icio.us “Think about objects as the reason why people get in touch with each other” Jyri Engestrom http://www.zengestrom.com/
  • 42. the same social network as before, showing how people have connected by interests Graph: GustavoG http://www.flickr.com/photos/gustavog/4499404/in/set-113313
  • 43. Axiom #3: People you don’t know well will you open more doors for you than your closest friends and family
  • 44. Mark Granovetter on “weak ties” Weak social ties account for most of the structure of social ✤ networks in society as well as the transmission of information through these networks. More novel information flows to individuals through ✤ weak rather than strong ties. Because our close friends tend to move in the same circles ✤ that we do, the information they receive overlaps considerably with what we already know.
  • 46. LinkedIn is a good place to start connecting your social networks to your other professional identity online, like blogs, slide presentations, etc. http://www.linkedin.com/static?key=application_directory
  • 47. so here’s the deal: 1. what defines you? - write your bio, - select your avatar, - choose a username 2. go where people are 3. connect with people (who share your interests) 4. publish, publish, publish 5. display your activity streams
  • 48. blogging: content, frequency, pipeline, links list 20 topics ✤ write the articles: ✤ keep them short ✤ link to other bloggers ✤ include visual media ✤ post the first 5 to 10 at a frequency you determine ... ✤ then tell your contacts about your blog post the next 10 at the same frequency ✤ meanwhile, work on the next 20: ✤ always keep drafts in your pipeline!
  • 49. a few words on writing for the web most importantly: listen first ✤ you are part of a community ✤ say LESS people skim so keep it short ✤ ✤ front-load: inverted pyramid important content at the top ✤ ✤ clear headlines and headings make it easy for people ✤ ✤ be factual, not cryptic unless it’s fiction ✤ ✤ establish trust provide context ✤ ✤ use active voice passive voice is to be avoided ✤ ✤ pay attention to netiquette, be gracious ✤ ✤ culture, tone of voice
  • 50. it’s not so hard to cut through the clutter
  • 51. some corporations and media on WordPress
  • 52. don’t forget to: • link to your own and to others’ content • make it easy for others to contact you
  • 53. what about protecting my own content? what about using (embedding, quoting, reposting) other peoples’ material?
  • 54. Creative Commons Share, Remix, Reuse — Legally Creative Commons provides free tools that let authors, scientists, artists, and educators easily mark their creative work with the freedoms they want it to carry. You can use CC to change your copyright terms from quot;All Rights Reservedquot; to quot;Some Rights Reserved.quot; We're a nonprofit organization. Everything we do — including the software we create — is free. http://creativecommons.org/
  • 56. so here’s the deal: 1. what defines you? - write your bio, - select your avatar, - choose a username 2. go where people are 3. connect with people (who share your interests) 4. publish, publish, publish 5. display your activity streams
  • 57. The news feed is another way to ✤ keep up with what your friends and contacts are doing - offline as well as online quick scan, no interaction = low ✤ transaction costs you may find something ✤ interesting to do, based on what your friends are doing you get a better sense about your ✤ contacts’ interests and activities develop your “peripheral vision” ✤
  • 58. your mini-feed provides a ✤ snapshot of who you are at any given point in time it also provides context ✤ show your personality ✤ manage your privacy ✤ Text Text real interaction and communication, or even just “phatic” communication
  • 59. Topics Introduction ✤ What is Social Media? ✤ Creating Identity and Brand online ✤ Community outreach, engagement ... and marketing ✤
  • 60. THE ONLINE OBJECTIVE Influence Authority p to e Reputation th to se Identity Ri Credibility Presence
  • 61. Markets are conversations Hugh McLeod X is the membrane between your internal conversation, A, and what your customers are talking about, B http://www.gapingvoid.com/Moveable_Type/archives/ 001607.html
  • 62. Think of advertising in general http://thoughtnow.blogspot.com/2006/04/nyc-and-automobiles.html
  • 65. Most of advertising is really not that different from ... http://thoughtnow.blogspot.com/2006/04/nyc-and-automobiles.html
  • 67. advertisers might as well talk to the hand
  • 68. because we’re besieged by ads! (and not even my cat likes spam)
  • 69. do you see the membrane? http://thoughtnow.blogspot.com/2006/04/nyc-and-automobiles.html
  • 71. break down that wall or membrane between your company and your customers
  • 73. links to social networks on Jeep’s website
  • 74. active community of Jeep aficionados on Flickr http://www.flickr.com/groups/ jeepexperience/
  • 76. Axiom #4: A brand is the collective consumer concept of a company. Logos are just brand identification.
  • 77. Skittles (a brand of candy made by the Mars company) http://skittles.com
  • 84. Axiom #5 quot;The biggest challenge is moving away from thinking about [social media] as marketing and PR. It's about product development, it's about IT. It's got to cut across all functions of the company.quot; -Peter Kim Forrester Research http://www.adweek.com/aw/content_display/news/digital/e3i5dab627a6e5e9f670fe61aa2512a7514?pn=1
  • 86. 1. Become or hire a community manager 1.a) Also, train your colleagues
  • 87. Intel Intel will build credibility among the tough-to-impress IT crowd by putting its engineers out front, rather than a media-trained spokesperson. So far, 150 engineers have been selected to contribute as bloggers on Intel sites and on other tech sites. -ADWEEK, July 2008 http://www.adweek.com/aw/content_display/news/digital/e3i5dab627a6e5e9f670fe61aa2512a7514?pn=1
  • 89. Questions: How do people feel about my brand? ✤ What is being discussed? ✤ Who’s talking? ✤ Are they influential? ✤ Is my marketing working? ✤ Are my products working? ✤ How do we engage in the conversation? ✤
  • 90. Listen: track your mentions online brand monitoring / South Florida startup http://startpr.com
  • 91. Listen: monitor your brand(s) http://startpr.com
  • 92. What should I track? Key employees ✤ Company name and URL ✤ Competitors ✤ Product and service names ✤ Brands ✤ Keywords ✤
  • 93. Listen, then manage and react to conversations http://startpr.com
  • 94. You may be amazed at what you’ll find out ...
  • 95. 3. Measure and count individual units, not just agreggate results
  • 100. attribution for photos not linked on their own slides cover picture (briefcase) http://www.businessfacilities.com/blog/2007/11/boomers-vs- ✤ millenials.html puppy http://www.flickr.com/photos/klapow/39693385/ ✤ garfield http://www.flickr.com/photos/pasma/580401331/ ✤ 70 years of Spam http://www.flickr.com/photos/dok1/2607573904/ ✤ web 2.0 logos http://www.flickr.com/photos/94291223@N00/122881874/ ✤ conversation prism http://www.flickr.com/photos/50698336@N00/2735401175/ ✤ dinner conversation http://www.flickr.com/photos/88543347@N00/80462964/ ✤ talk to the hand http://www.flickr.com/photos/99757245@N00/2652563248 ✤ child http://www.flickr.com/photos/40732566596@N01/109538354/ ✤ hungry fish http://www.flickr.com/photos/75269757@N00/727422407 ✤ seti http://www.flickr.com/photos/49457106@N00/280789933/ ✤ attention http://www.flickr.com/photos/69148125@N00/326386880/ ✤ billboard man http://www.flickr.com/photos/51363629@N00/96643546 ✤ yeehaw http://www.flickr.com/photos/61654243@N00/444844788/ ✤ jelly beans http://www.flickr.com/photos/jspad/450848498/ ✤ community manager http://www.flickr.com/photos/celesteh/397931208/ ✤