Social Media For Community

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Social Media For Community

  1. 1. Social Media for Communities <ul><li>Michael Carnell </li></ul>
  2. 2. Social Media in Attention-Game <ul><li>People are increasingly turning to the computer over print media </li></ul><ul><li>They expect print and digital to work together </li></ul><ul><li>Print is for perspective, digital is for quick answers </li></ul><ul><li>Short attention span </li></ul>
  3. 3. Examples of &quot;Direct&quot; Social Media <ul><li>FaceBook </li></ul><ul><li>FourSquare </li></ul><ul><li>Twitter </li></ul><ul><li>YouTube </li></ul><ul><li>Google+ </li></ul><ul><li>Flickr </li></ul><ul><li>LinkedIn </li></ul><ul><li>Pinterest </li></ul>
  4. 4. Indirect Social Media Expertise Building Sites <ul><li>Amazon.com reviews </li></ul><ul><li>Posting sites like Scribd, DocStoc and SlideShare </li></ul><ul><li>Group forums and bulletin boards - like Photography or other advice sites </li></ul><ul><li>News site comments and feedback </li></ul>
  5. 5. It’s a Matter of Trust <ul><li>People trust friends and neighbors more than advertisers </li></ul><ul><li>Interruption advertising is seen as an intrusion </li></ul><ul><li>Precise vs shotgun </li></ul><ul><li>Be trust worthy and open </li></ul><ul><ul><li>Google’s &quot;Don't Be Evil&quot; </li></ul></ul>
  6. 6. It’s The Circle of Social Media <ul><li>The open, full-circle nature of social media </li></ul><ul><li>Be prepared for what you hear </li></ul><ul><li>The sharks will test you </li></ul><ul><li>&quot; I would rather be hated for what I am, than loved for what I am not. &quot; - Curt Cobain </li></ul><ul><li>Admit mistakes quickly and openly </li></ul>
  7. 7. Not an Intrusion but an Inclusion <ul><li>Twittering during presentations </li></ul><ul><ul><ul><li>Instead of a threat, use the feedback </li></ul></ul></ul><ul><li>Posting reviews and feedback </li></ul><ul><ul><ul><li>Accept it and deal honestly </li></ul></ul></ul><ul><li>Aid the conversation and it will be well received </li></ul><ul><ul><ul><li>Think wireless </li></ul></ul></ul>
  8. 8. The Purpose of Being On-Line
  9. 9. Why Are You Going Into Social Media? <ul><li>Like any project or marketing, what is your purpose </li></ul><ul><li>The &quot;In&quot; thing is not a good reason </li></ul><ul><li>How does your on-line presence reflect your mission? </li></ul>
  10. 10. Web-Pages vs Social Media <ul><li>Websites to Start . . . </li></ul><ul><ul><li>Billboards on the information super-highway </li></ul></ul><ul><ul><li>They are a must these days, not a luxury </li></ul></ul><ul><ul><li>Web pages are by nature more static </li></ul></ul><ul><ul><li>Are normally broadcast only </li></ul></ul>
  11. 11. Build Awareness - both yours and theirs <ul><li>What is being said about you? </li></ul><ul><li>You can’t respond if you don’t know! </li></ul><ul><li>Set up monitors: </li></ul><ul><ul><ul><li>Google alerts ( demo ) </li></ul></ul></ul>
  12. 12. Community Building <ul><li>Pull your clients and prospects together </li></ul><ul><li>Form a bond with them </li></ul><ul><li>Make them feel they are part of a large whole </li></ul><ul><li>Give them something in return - not necessarily monetary </li></ul>
  13. 13. Advertising vs PR vs Communication <ul><li>Advertising = interruption </li></ul><ul><li>PR = someone else interrupting for you </li></ul><ul><li>Communication = sharing and discussion </li></ul><ul><li>The key in Social Media is &quot; Social &quot; </li></ul>
  14. 14. Measuring ROI <ul><li>Hard to do! </li></ul><ul><li>Watch the links with services like Bit.ly ( demo ) </li></ul><ul><li>Keep track of calls and contacts </li></ul><ul><li>Run a contest or poll </li></ul>
  15. 15. Managing The Flow
  16. 16. The Internet is Free, But Not Cheap <ul><li>Watch your time </li></ul><ul><li>What you say is permanent </li></ul><ul><li>Beware of tools that charge a lot </li></ul><ul><li>Don’t jump in too deep, you are going to have to keep swimming </li></ul>
  17. 17. Which Sites Should You Use? <ul><li>Demographics </li></ul><ul><li>Age </li></ul><ul><li>Tech Awareness </li></ul><ul><li>Specialty (music vs visual) </li></ul><ul><li>Location, location, location </li></ul>
  18. 18. Tools To Manage The Discussion <ul><li>Hootsuite ( demo ) </li></ul><ul><li>TweetDeck ( demo ) </li></ul><ul><li>Seesmic </li></ul><ul><li>iPhone and other apps </li></ul>
  19. 19. Guidelines To Go By <ul><li>Think back to your purpose </li></ul><ul><li>Who is posting for you? </li></ul><ul><li>What would your customer think of that post? </li></ul><ul><li>Honesty (but watch out for too revealing) </li></ul><ul><li>Employees - the whole other can of worms... </li></ul>
  20. 20. Must-Dos By Site
  21. 21. FaceBook <ul><li>Picture - echo you and your website </li></ul><ul><li>Timeline style page - just changed!! </li></ul><ul><li>Rule - leave no doubt who you are </li></ul><ul><li>Keep up to date and make sure someone is monitoring. </li></ul>
  22. 22. Twitter <ul><li>Full profile (about you, location, link to site) </li></ul><ul><li>Avatar - again, echo you and your site </li></ul><ul><li>10% rule - posts to followers (it is a conversation!) </li></ul><ul><li>30% rule - followers to following (hard at the beginning) </li></ul>
  23. 23. MySpace <ul><li>You may not even want it.... </li></ul><ul><li>Profile and Picture </li></ul><ul><li>Readable </li></ul><ul><li>No auto-play </li></ul><ul><li>This is the youth market, so keep it young </li></ul>
  24. 24. LinkedIn <ul><li>Keep it professional </li></ul><ul><li>Again, profile </li></ul><ul><li>Look for real business connections </li></ul><ul><li>Get and give recommendations </li></ul>
  25. 25. Location Based <ul><li>FourSquare </li></ul><ul><li>FaceBook Spaces </li></ul><ul><li>Google + and Google Places </li></ul><ul><li>Others have included location </li></ul><ul><li>Try to offer something more than a placeholder </li></ul>
  26. 26. In General <ul><li>Update regularly and monitor feedback </li></ul><ul><li>Keep it fresh </li></ul><ul><li>You can link them all so that updates propagate (i.e. Dlvr.It) </li></ul><ul><li>Watch out for the vicious circle of auto updates </li></ul>
  27. 27. Don't Forget the Human Touch <ul><li>Build relationships </li></ul><ul><li>Face-to-face meetings like user groups, in-store, conventions </li></ul><ul><li>Help with questions, even if not yours </li></ul><ul><li>Recommend others </li></ul>
  28. 28. Talk To Me! <ul><li>Twitter: @ca rnellm </li></ul><ul><li>Facebook: http://facebook.com/carnellm </li></ul><ul><li>Website: http://www.DesignTechWeb.com </li></ul><ul><li>Website http://www.MichaelCarnell.com </li></ul>
  29. 29. Question & Answer

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