Presentation given at the Philanthrofest Community Engagement Institute

1. Ignite Your Social Media
Philanthrofest Miami Community Engagement Institute, February 8, 2013
Alex de Carvalho ● @alexdc ● alex@alexdc.org

2. Agenda
✤ Intro
✤ Concepts
✤ Implementation
✤ Tips & Tools

3. I create spaces for individuals,
companies, and brands to connect

4. I’m just a social
media user ... and not
a guru, expert, or
swami*!
(*The only Suomi
in me is from my
Finnish heritage)

6. Social Media Club of South Florida
Established September 2008
- Over 2,500 members
- Monthly meetups average 100 participants
- Expand media literacy
- Share lessons learned
- Adopt industry standards
- Promote ethical practices
http://facebook.com/groups/SMCSF

8. BarCamp Miami
- Web and new media “un”conference
- Over 1,600 have attended five events
- Next one: May 2013
http://barcampmiami.org

9. RefreshMiami: new media community
- South Florida’s largest web and new media community
- Established March 2006
- Over 2,500 members
- Monthly meetups average 150 participants
http://refreshmiami.org

15. Securing
the Clicks
Network Security
in the Age of
Social Media

16. Social media is present in your marketing mix
whether you like it or not

17. Concepts

18. Don’t Pitch Me, Bro!

20. from Traditional Media ... ... to Social Media
Institutional Mediation Distributed Mediation
• Editing Process • Self-editing
• Publishing Process • Updating, Sharing, Participating
• Time and Space Constraints • No Deadlines or Space Limitations
• Professionals with Degrees • Amateurs with Time
Broadcasting Engaging Communities
TV Social Networks
Podcasts
Print My Blog
Radio
Forums
Wikis
Individual Consumption Social Consumption

21. markets are conversations

22. This is not a conversation

23. Interruption marketing

24. Traditional marketers broadcast “crafted” messages

25. How traditional marketers see us

26. They keep pitching us!

27. they might as well talk to the hand

28. we’re besieged by ads!

29. ... unsolicited commercial messages

30. Peripheral Vision

35. “People don’t just connect to each other.
They connect through a shared object.”
-­‐
Jyri
Engestrom

38. Text
Text
“So ... what’s the scuttlebutt?”

39. We have shared interests
It’s the reason we speak to each other
and not someone else

40. social object

41. We can create social objects
The market for shared experiences is
inexhaustible

46. The social object is the reason two
people are talking to each other as
opposed to talking to someone else.

48. Implementation

49. Are you listening?

50. ... Are you listening?
What are people discussing?
Who’s doing the talking?
Is the content accurate?
What are they passionate about?
Can you identify relationships and communities?
Are they meeting up in the real world?

52. http://wiki.kenburbary.com/

53. You’ll be amazed at what you’ll find out ...

54. Framework for social media implementation
Research
• Audit of current state
• Competitive landscape
• Listening & monitoring
Strategy
Measurement • Planning
• Metrics Goals • Roadmap
• Analysis • Resources
• Optimization • Policies
• Processes
Implementation
• Community management
• Content marketing
• Outreach & engagement
• Marketing & comms support
• Media buys © Alex de Carvalho

55. Establish outposts on social networks
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.

56. The Social Media Starfish
Robert Scoble

57. 90 - 9 - 1 rule of social participation
“In social groups, some people actively participate more than others… Social
participation tends to follow a 90-9-1 rule where:”

58. A single user may affect or “infect” many others

59. When listening, quality counts, not quantity

60. When quality becomes quantity
David Armano

61. Transform Your Business by Being Remarkable
Seth Godin

62. Branding

63. Lots of cows ...

64. Become the purple cow

65. The online objective
Influence
Authority
Reputation
Identity
Credibility
© Alex de Carvalho
Presence

68. Content and connection strategies
✤ Find your core and connect
✤ Ask big questions
✤ Open the side door: “The Making Of” & “B-Roll”
✤ It’s about your constituents, not you: provide support
✤ People love a good story
✤ Use outside voices: videos and interviews
✤ Be real and be yourself

69. Tips & Tools

70. google.com/alerts

71. google.com/reader

72. tweetdeck.com

74. bufferapp.com

77. shareaholic.com/

83. scribefire.com

87. • Create a Google+ Page
• Establish Authorship
• Claim Google Place
• Get +1’s

89. Embrace your inner geek

90. http://blog.getsatisfaction.com/2011/01/24/community-manager/

91. Hiring someone or an agency?
✤ Understand demographics
✤ Create a centralized platform
✤ Research the social presence
✤ Research work and brand examples
✤ Find the agency’s employees on Twitter
✤ Search, don’t just screen
✤ Build trust
✤ Allocate time

92. We can leverage social media to build
real bridges between communities, by:
✤ Engaging people around topics of interest and encouraging them to
collaborate and to develop communities
✤ Empowering people to use technologies to assist in improving their
lives
✤ Open sharing of experiences, information and knowledge
✤ Developing cultures of transparency, inclusiveness, and innovation
✤ Localisation: local content creation, local resource distribution, local
awareness development, local knowledge transfer, local solution
development

93. Photo Credits - Creative Commons
✦ Swami http://www.flickr.com/photos/boskizzi/12103933/
✦ Marketing mix http://www.flickr.com/photos/luc/1824234195/
✦ Birsay cow http://www.flickr.com/photos/jamesm/1074197357/
✦ Country living http://www.flickr.com/photos/sentrawoods/3473586209/
✦ 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/
✦ 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/
✦ community manager http://www.flickr.com/photos/celesteh/397931208/
✦ volume http://www.flickr.com/photos/john/10196037/
✦ india water http://www.flickr.com/photos/t4deux/3442829950/
✦ pickup game - basketball http://www.flickr.com/photos/robinzeggs/141674593
✦ jellybeans http://www.flickr.com/photos/jspad/450848498/
✦ Any omissions in attribution are unintentional and will be fixed if and when they’re pointed out

94. Ignite Your Social Media
Philanthrofest Miami Community Engagement Institute, February 8, 2013
Alex de Carvalho ● @alexdc ● alex@alexdc.org