The Do's and Dont's of Social Media

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Social media presentation at Comcast Media Day for non-profits.

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The Do's and Dont's of Social Media

  1. The do's and don'ts of social media and how non-profits can make it work Comcast Media Day, July 2009 Alex de Carvalho
  2. “I kept thinking to myself, “I better get on this social networking train soon or it’s going to leave the station without me!” I started going to seminars and workshops on social networking. I met with experts on social media hoping that some of their knowledge would rub off on me resulting in an amazing epiphany! I created a personal page on MySpace, Linked In and Doostang, and then spoke with even more people who seemed to “get it”. And guess what happened? Nothing!” -Brendan Hurley, Goodwill
  3. Alex de Carvalho @alexdc
  4. - South Florida’s web and new media community - Established March 2006 - Over 1,400 members - Monthly meetups average 130 participants
  5. - Third web and new media “un”conference - February 22nd 2009: 806 registered and over 600 attended - Entirely supported by 38 company sponsorships of $300 each
  6. 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
  7. markets are conversations
  8. Traditional media Newspapers Magazines Television Radio Books CDs DVDs A
box
of
photos Physical,
paper
mail
and
catalogs Yellow
Pages
  9. Digital media Cellphones Compact disc Digital video Digital television e-book Internet Minidisc Video games
  10. Social media Blogging Social
Networking Wikis Bookmarking Photosharing Calendaring Tagging Podcasting Microblogging
  11. TOOLS for sharing and discussing
  12. ACTIVITIES combining technology and social interaction
  13. INTERACTION that builds shared meaning among communities
  14. this is the media Blogging Social
Networking Wikis Bookmarking Photosharing Calendaring Tagging Podcasting Microblogging
  15. this is the social
  16. markets are conversations
  17. This is not a conversation
  18. This is not a conversation
  19. This is not a conversation
  20. Interruption marketing
  21. Traditional marketers broadcast “crafted” messages
  22. How advertising / marketing / PR sees us
  23. ... unsolicited commercial messages
  24. they might as well talk to the hand
  25. we’re besieged by ads! (and not even my cat likes spam)
  26. do you see the membrane? http://thoughtnow.blogspot.com/2006/04/nyc-and-automobiles.html
  27. Jeep’s website
  28. Logos are just brand identification. A brand is the collective consumer concept of an organization.
  29. links to social networks on Jeep’s website
  30. active community of Jeep aficionados on Flickr http://www.flickr.com/groups/ jeepexperience/
  31. markets are conversations
  32. David Armano And online, conversations spread quickly from network to network
  33. “Stop treating your database as a sacred collection of data controlled by you and begin to see it for what it has always been: a dynamic record of the engaged community who want to help you achieve your mission.” -Scott Henderson, rallythecause.com
  34. Shared experiences
  35. Shared experiences
  36. The market for shared experiences is inexhaustible
  37. Spaces acquire meaning
  38. Social Media is already in your marketing mix whether you like it or not
  39. Listen
  40. Questions: ✤ How do people feel about my brand? ✤ What is being discussed? ✤ Who’s talking? ✤ Are they influential? ✤ Is my marketing working? ✤ How do we engage in the conversation?
  41. Listen: track your mentions http://startpr.com
  42. Listen: monitor your brand(s) http://startpr.com
  43. What should I track? ✤ Key employees ✤ Company name and URL ✤ Issues ✤ Brands ✤ Keywords ✤ Trends
  44. You may be amazed at what you’ll find out ...
  45. Listen, then manage and react to conversations http://startpr.com
  46. Dell Ideastorm
  47. My Starbucks Idea
  48. GetSatisfaction
  49. this is the social
  50. Become or hire a community manager
  51. online objective Influence Authority Reputation Identity Credibility Presence
  52. 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
  53. “We started with a very small focus and tactical use for Twitter: to get important info out to affected people in the immediate aftermath of a disaster. There was not a single thought towards marketing or even public relations -- it was purely public information no one else was putting out.” -Wendy Harman, Red Cross “If you think of twitter as a public service that your organization provides, rather than a marketing tool, you should be in good shape.” -Claire Johnson, Red Cross
  54. “Suddenly, the marketing solution became clear: Use a common interest to prospect and cultivate fashion conscious shoppers. That common interest: fashion! How could we reach them on a limited budget? Social networking and the internet! Many of the items being sold on the auction site (and in our stores) are vintage and inexpensive contemporary fashions that would appeal to the young professional woman.” -Brendan Hurley, Goodwill
  55. “After only six weeks the blog is averaging over 600 readers a week!! We?re retaining more than 25% of our readers and converting better than 3% into online shoppers. Considering thatthe blog has only been up for about 90 days, we’re obviously very pleased so far with the results.” -Brendan Hurley, Goodwill
  56. Go where the 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
  57. The“Conversation Prism” Brian Solis
  58. One step at a time ...
  59. LinkedIn.com • Your first step for professional networking online • Fill out all the sections • Import your email address book to easily find and connect with your contacts already using LinkedIn • Ask for recommendations • Connect with people from your same industry and region • Seek out groups and participate in the discussions • Answer (and ask) questions on LinkedIn Answers • Create polls • Include your blog’s feed and slideshare account • Be a good member and maintain professionalism
  60. flickr.com Remember to: • Include a title • Work the tags • Post to relevant groups • Embed in your blogs • Syndicate to your social networks
  61. YouTube.com • Interview people • Short clips • Flip camera • Titles, descriptions and tags • Experiment until you find your style • The Seesmic community
  62. Facebook.com • Get your username • Manage your privacy • Place friends and contacts in “buckets” • Connect with more than just friends • Update your status • Include your friendfeed • Upload photos and tag them with your friends’ names • Connect Twitter to Facebook
  63. Twitter
  64. Measure and count individual units, not just agreggate results
  65. The social web is like water for dolphins
  66. Like water for chocolate
  67. http://www.forrester.com/Groundswell/book.html
  68. Photo Credits - Creative Commons ✦ Formidable matriarch http://www.flickr.com/photos/colbycosh/1511292182/ ✦ Birsay cow http://www.flickr.com/photos/jamesm/1074197357/ ✦ Country living http://www.flickr.com/photos/sentrawoods/3473586209/ ✦ Begegnung der Lila Art http://www.flickr.com/photos/fahrradfritze/2874490443/ ✦ Seth Godin http://www.amazon.com/Purple-Cow-Transform-Business-Remarkable/dp/159184021X ✦ Dolphins underwater http://www.flickr.com/photos/bgwilson89/459539202/ ✦ 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/ ✦ community manager http://www.flickr.com/photos/celesteh/397931208/ ✦ twitterverse http://www.flickr.com/photos/briansolis/3570379944/ ✦ naked pizza http://www.techcrunch.com/2009/04/24/a-sign-of-things-to-come-naked-pizza-erects-twitter-billboard/ ✦ volume http://www.flickr.com/photos/john/10196037/ ✦ watercooler conversation - horses http://www.flickr.com/photos/28778497@N05/2687899926/ ✦ india water http://www.flickr.com/photos/t4deux/3442829950/ ✦ watercooler conversations - birds http://www.flickr.com/photos/happyyoga/2118369604/ ✦ pickup game of hockey on new year’s eve http://www.flickr.com/photos/madison_guy/3158051412/ ✦ pickup game - basketball http://www.flickr.com/photos/robinzeggs/141674593 ✦ 4th street basketball http://www.flickr.com/photos/riverst/2356785132/ ✦ soccer game http://www.flickr.com/photos/tylercacek/739063425 ✦ circular mill http://www.freedomlab.org/2007/07/23/keeping-up-with-the-jones-do-you-want-to/
  69. The do's and don'ts of social media and how you can make it work for you Comcast Media Day Alex de Carvalho

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