Simplifying Social Media. For Research, Connection & Differentiation


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A social media revolution is upon us, with no sign of abating. Rather than ignore it, consider embracing it and all that social has to offer you for research, connection and differentiation. This presentation offers perspective on how the social media revolution has changed the business landscape and how to make sense of the tools of social media for your job search and for marketing.

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Simplifying Social Media. For Research, Connection & Differentiation

  1. 1. Simplifying Social Media. For Research, Connection & Differentiation Right Management Meeting Christine B. Whittemore 5/10/10
  2. 2. Simplifying Social Media <ul><li>Social media overview </li></ul><ul><li>The tools available </li></ul><ul><li>Examples </li></ul>
  3. 3. Social Media Overview
  4. 4. Social Media Overview <ul><li>What is Social Media ? </li></ul><ul><li>Why all the fuss? </li></ul>
  5. 5. What is Social Media? Markets are conversations.
  6. 6. John Jantsch/Duct Tape Marketing
  7. 7. Conversations <ul><li>Take place between PEOPLE </li></ul>
  8. 8. Social Conversations Use Tools Like…
  9. 9. Digital Social Tools and Platforms Easy to use Mostly free Means to an end Facilitate conversation with people and build trust Represent…
  10. 10. Social Media Revolution
  11. 11. How is it affecting us? <ul><li>It affects all of us </li></ul><ul><ul><li>Consumer, professional, researcher, networker, job searcher, consultant </li></ul></ul><ul><li>It isn’t going away! </li></ul><ul><li>It strengthens connections between people </li></ul><ul><ul><li>People are searching for greater connection, authenticity and relevance with other people </li></ul></ul>
  12. 12. Digital Visibility is Critical! <ul><li>The paradox of existence </li></ul><ul><ul><li>If you have a physical presence, but can’t be found online, do you exist? </li></ul></ul><ul><li>Your laptop </li></ul><ul><ul><li>Your gateway to the world </li></ul></ul><ul><ul><li>Your passport to existence! </li></ul></ul>
  13. 13. The Breakup The Breakup
  14. 14. Change in Business Landscape <ul><li>Consumer access to information </li></ul><ul><ul><li>Lack of trust </li></ul></ul><ul><ul><ul><li>Open vs. closed organizations </li></ul></ul></ul><ul><ul><li>Era of frugality  simplify </li></ul></ul><ul><ul><li>Community </li></ul></ul><ul><ul><ul><li>http:// / </li></ul></ul></ul><ul><ul><ul><li>http:// / </li></ul></ul></ul><ul><ul><ul><li> </li></ul></ul></ul><ul><ul><ul><li>http:// ? </li></ul></ul></ul>
  15. 15. Many Tools Available To research To connect To differentiate
  16. 16. Research <ul><li>Google and other search engines </li></ul><ul><ul><li>Blogs/Alltop </li></ul></ul><ul><ul><li>Twitter search/Bing </li></ul></ul><ul><li>YouTube </li></ul><ul><li>Slideshare </li></ul><ul><li>LinkedIn – Follow feature </li></ul><ul><li>Photos: Flickr </li></ul><ul><li>Facebook Fan Pages </li></ul><ul><li>Delicious for bookmarks </li></ul><ul><li>Twitter for trending articles and links </li></ul>Did you know? Journalists find story leads on Twitter. Hospitals use Social Media, too.
  17. 17. Connect <ul><li>Build networks </li></ul><ul><ul><li>Focus on quality and relevance </li></ul></ul><ul><li>Explore their connections </li></ul><ul><ul><li>Facebook, Twitter followers, Twitter lists, Blogrolls </li></ul></ul><ul><li>Read, comment, interact </li></ul><ul><ul><li>Note rules of engagement </li></ul></ul><ul><ul><li>Tweetups, meetups, Tweet Chats </li></ul></ul>
  18. 18. Differentiate <ul><li>Via Blogs, Facebook, Twitter, LinkedIin </li></ul><ul><ul><li>Identify issues affecting potential employers or customers; develop solutions as a result of conversation </li></ul></ul><ul><li>Use collaboration tools to interact </li></ul><ul><ul><li>DimDim, Yugma, Skype </li></ul></ul><ul><ul><li>Tweetchats </li></ul></ul><ul><ul><li>Google Calendars & Docs </li></ul></ul>
  19. 19. Research: Start “Listening” <ul><li>Find search terms of interest </li></ul><ul><li>Start with broad terms </li></ul><ul><ul><li>Refine them as you obtain more information </li></ul></ul><ul><ul><li>Enter them into a search engine </li></ul></ul><ul><ul><ul><li>Google blog search </li></ul></ul></ul><ul><ul><ul><li>Blog pulse - </li></ul></ul></ul><ul><ul><ul><li>Twitter search </li></ul></ul></ul>
  20. 20. Listening Means <ul><li>Reading and absorbing how people interact </li></ul><ul><ul><li>Blogposts </li></ul></ul><ul><ul><li>Comments </li></ul></ul><ul><ul><li>Tweets </li></ul></ul><ul><ul><li>Reviews </li></ul></ul><ul><li>Hearing what others say about you, brand, company, industry, relevant terms… </li></ul>
  21. 21. Set Up Google Alerts <ul><li>Go to www. google .com / alerts </li></ul><ul><ul><li>Your name </li></ul></ul><ul><ul><li>Your website </li></ul></ul><ul><ul><li>Brand names </li></ul></ul><ul><ul><li>Company names </li></ul></ul><ul><ul><li>Keywords & phrases </li></ul></ul><ul><ul><li>Key competitors </li></ul></ul>
  22. 22. Do You Follow Blogs? <ul><li>Web-log: </li></ul><ul><ul><li>An online journal with frequent articles on related subjects </li></ul></ul><ul><ul><ul><li>Most recent post first </li></ul></ul></ul><ul><ul><ul><li>Searchable </li></ul></ul></ul><ul><ul><ul><li>Comments </li></ul></ul></ul><ul><ul><li>A self-publishing platform </li></ul></ul>
  23. 23. Blogs: Valuable Resources <ul><li>Check out the sidebar </li></ul><ul><ul><li>Links to relevant resources, references </li></ul></ul><ul><ul><li>Subscription mechanism </li></ul></ul><ul><ul><li>Info about author[s] </li></ul></ul><ul><li>A vibrant source of cutting edge thinking on topics of interest to you </li></ul><ul><ul><li>Resources to explore further and people to connect with </li></ul></ul>
  24. 24. Who Reads Blogs? <ul><li>Per e-Marketer: </li></ul><ul><ul><li>2007: 50% of US Internet population read blogs monthly </li></ul></ul><ul><ul><ul><li>36% weekly </li></ul></ul></ul><ul><ul><li>2012: projected to increase to 67% </li></ul></ul>
  25. 25. What Makes a Blog Credible? <ul><li>How old and how active is the blog? </li></ul><ul><li>Do you see information ‘about’ the blog and author </li></ul><ul><ul><li>A picture of the author </li></ul></ul><ul><li>How well written is it? </li></ul><ul><ul><li>Is the content relevant? </li></ul></ul><ul><ul><li>Are other sources cited? </li></ul></ul><ul><li>What about the sidebar? </li></ul>
  26. 26. When You Identify Blogs of Interest: <ul><li>Subscribe to them! </li></ul><ul><ul><li>RSS in a ‘feedreader’ </li></ul></ul><ul><ul><ul><li>Google reader </li></ul></ul></ul><ul><ul><ul><li>Bloglines </li></ul></ul></ul><ul><ul><li>Email updates </li></ul></ul><ul><li>Read the updates </li></ul><ul><li>Comment </li></ul>
  27. 27. How To Subscribe <ul><li>Go to: </li></ul><ul><li>On right hand column, see  </li></ul><ul><li>Enter email </li></ul><ul><ul><li>Transcription popup window </li></ul></ul><ul><li>Look for confirmation email </li></ul><ul><ul><li>Open confirmation email </li></ul></ul><ul><ul><li>Click on link within </li></ul></ul><ul><li>You are verified! </li></ul><ul><ul><li>New postings emailed directly to you </li></ul></ul>
  28. 28. Explore Google
  29. 29. Experiment With Google
  30. 30. What Does Google Say About…
  31. 31. Explore BlogPulse
  32. 32. Explore AllTop <ul><li>Visit </li></ul><ul><ul><li>An aggregator of all the top news, blogs, etc. </li></ul></ul>
  33. 33. Explore Technorati <ul><li>Technorati - http:// </li></ul><ul><ul><li>Tracks blogs around the world </li></ul></ul><ul><ul><li>Associates “authority” based on links from other blogs with authority </li></ul></ul><ul><ul><ul><li>The higher the number, the greater the authority </li></ul></ul></ul><ul><ul><li>Credibility comes from authority </li></ul></ul>
  34. 34. What Is Twitter? <ul><li>Micro-blogging platform </li></ul><ul><ul><li>140 characters or less </li></ul></ul><ul><ul><li> </li></ul></ul><ul><li>Source of quick breaking observations & interactions </li></ul><ul><ul><li>Brands </li></ul></ul><ul><ul><li>Keywords </li></ul></ul><ul><ul><li>Conferences </li></ul></ul>
  35. 35. Twitter Profile
  36. 36. Your Home Page
  37. 37. How Best to Use Twitter? <ul><li>Create an account </li></ul><ul><li>Start following people </li></ul><ul><ul><li>Note @Twitter handles of interest from blogs </li></ul></ul><ul><ul><li>Search: with keywords or brand names </li></ul></ul><ul><li>Observe and listen to Tweets </li></ul>
  38. 38. Twitter Search
  39. 39.
  40. 40. What To Look For? <ul><li>Name, Photo, Contact information </li></ul><ul><li>Quality of the tweets </li></ul><ul><ul><li>RT </li></ul></ul><ul><ul><li>@ responses </li></ul></ul><ul><li>Keywords </li></ul><ul><li>Check out who others are following </li></ul><ul><ul><li>Consider following some of them </li></ul></ul>
  41. 41. Check Out <ul><li>Twitter Reference Tools </li></ul><ul><ul><li>Twitter Yellow Pages, i.e.,  Twellow . </li></ul></ul><ul><ul><li>Or, explore  WeFollow </li></ul></ul><ul><li>Look for publications of interest </li></ul><ul><ul><li>[NYT, NPR…] </li></ul></ul><ul><li>Observe how people interact </li></ul><ul><li>Notice ‘tinyurls’ </li></ul><ul><ul><li>Compressed website URLs </li></ul></ul>
  42. 42. Twellow:
  43. 43. WeFollow:
  44. 44. URL Compressor:
  45. 45. Useful Twitter Tools <ul><li>TweetDeck </li></ul><ul><ul><li>Search on ‘#’ topics, conferences, … </li></ul></ul><ul><li>Twitter search </li></ul><ul><ul><li>TwellowHood </li></ul></ul><ul><li>Tweetups </li></ul><ul><ul><li>Meetup </li></ul></ul><ul><ul><li>Twtvite </li></ul></ul>
  46. 46. TweetDeck: Dowload to Desktop
  47. 47. TwellowHood:
  48. 48. Meetups & Tweetups
  49. 49. More Advanced Twitter Tools <ul><li>Create a Twitter RSS feed for specific search terms </li></ul><ul><li> </li></ul><ul><ul><li>Google alerts for Twitter </li></ul></ul><ul><li> </li></ul><ul><ul><li>To upload photo links </li></ul></ul><ul><li>Twitter Chats </li></ul>
  50. 50. TweetBeep
  51. 51. TwitPic
  52. 52. Twitter Chats
  53. 53. Advanced Search <ul><li>Twitter + Google </li></ul><ul><ul><li>Target by occupation </li></ul></ul><ul><ul><li>Target by bio </li></ul></ul><ul><ul><li>Target by location </li></ul></ul><ul><ul><li>Keep up on an industry </li></ul></ul><ul><ul><li>Competitive eavesdrop </li></ul></ul><ul><ul><li>Find trending photos </li></ul></ul>Source: John Jantsch, DuctTapeMarketing,
  54. 54. Occupation Search <ul><li>Google Search: intitle:”attorney * on twitter” </li></ul>
  55. 55. Bio Search <ul><li>Google Search: intext:”bio * web designer” </li></ul>
  56. 56. Twitter Search: “Near:City within:25mi”
  57. 57. Keep Up On Industry <ul><li>Twitter search: “small business” OR entrepreneur OR “start up” filter:links </li></ul>
  58. 58. Competitive Eavesdropping <ul><li>Twitter search: from:comcastcares OR to:comcastcares </li></ul>
  59. 59. Trending Photos <ul><li>Twitter search: olympics twitpic OR </li></ul>
  60. 60. Twitter Etiquette Basics <ul><li>If someone follows you, return the courtesy – if appropriate </li></ul><ul><li>No hard sell </li></ul><ul><li>Give back and offer value </li></ul><ul><li>Complete your profile </li></ul><ul><ul><li>Add a photo </li></ul></ul><ul><ul><li>Add a url and bio </li></ul></ul>
  61. 61. Remember: <ul><li>Authenticity matters </li></ul><ul><ul><li>Don’t pretend to be someone you aren’t </li></ul></ul><ul><li>Transparency is key </li></ul><ul><ul><li>When in doubt, disclose </li></ul></ul><ul><li>Must be willing to enter into conversation and be there for the long haul </li></ul><ul><ul><li>Online reputation building </li></ul></ul><ul><ul><li>Like being invited into someone’s home </li></ul></ul>
  62. 62. Social Media In Action Examples
  63. 63. Laura Gainor <ul><li> </li></ul><ul><li> </li></ul>
  64. 64. Absolutely Abby
  65. 65. Social Steve
  66. 66. Ideas…. <ul><li>Use your job search as a reason to explore/experiment with these tools </li></ul><ul><ul><li>What value might they offer potential employers? </li></ul></ul><ul><li>Create an email campaign to share what you learn: </li></ul><ul><ul><li>‘ what’s in it for them?’ </li></ul></ul><ul><ul><li>Social Steve  LinkedIn </li></ul></ul>
  67. 67. Follow happenings at conferences with #mpb2b, #coverings2010…
  68. 68. Integrate Your Efforts <ul><li>Update LinkedIn profile regularly with links to articles relevant to your industry/search </li></ul><ul><ul><li>Post to Twitter </li></ul></ul><ul><li>Document your professional journey on Facebook </li></ul><ul><ul><li>Photos, articles, notes, events </li></ul></ul>
  69. 69. Start Participating… <ul><li>Comment on blogs </li></ul><ul><li>Interact on Twitter </li></ul><ul><li>Answer LinkedIn questions </li></ul><ul><ul><li>Join groups and participate </li></ul></ul><ul><li>Beware of code of conduct </li></ul><ul><ul><li>Offer value </li></ul></ul><ul><ul><li>Think of others first & don’t spam! </li></ul></ul><ul><ul><li>When in doubt, observe before rushing in </li></ul></ul>
  70. 70. Social Media Enables Conversations <ul><li>Listen to the marketplace </li></ul><ul><li>Find and express your voice </li></ul><ul><li>Contribute to the shaping of ideas </li></ul><ul><ul><li>Reinvent yourself </li></ul></ul><ul><li>Discover a rich, vibrant, intelligent community of passionate thinkers </li></ul><ul><ul><li>Connect with people </li></ul></ul><ul><ul><li>Participate in conversation with them </li></ul></ul>
  71. 71. Last Thoughts <ul><li>Manage your time </li></ul><ul><li>Have a goal in mind </li></ul><ul><li>Quality matters over quantity </li></ul><ul><li>Have fun! </li></ul>
  72. 72. Who Am I? <ul><li>Social Media Marketing veteran [since ’06] </li></ul><ul><ul><li>Marketing to women & the retail experience </li></ul></ul><ul><ul><li>Marketing with social media </li></ul></ul><ul><li>MarketingProfs contributor </li></ul><ul><li>White Paper: </li></ul><ul><ul><li>“ A Firsthand Tale of Adopting Web 2.0 Technology to Build Brand ” </li></ul></ul><ul><li>E-Book: </li></ul><ul><ul><li>“ Social Media’s Collective Wisdom: Simplifying Social Media Marketing ” </li></ul></ul>
  73. 73. My Marketing Blogs <ul><li>Flooring The Consumer weblog </li></ul><ul><ul><li> </li></ul></ul><ul><ul><li>Launched June 2006 </li></ul></ul><ul><ul><ul><li>AdAge Power 150 Marketing Blog </li></ul></ul></ul><ul><li>Simple Marketing Blog </li></ul><ul><ul><li>http:// </li></ul></ul><ul><ul><li>Launched March 2009 </li></ul></ul><ul><ul><ul><li>Marketing with social media </li></ul></ul></ul>
  74. 74. Questions?
  75. 75. Will You Assess This Seminar? <ul><li>Was this valuable? </li></ul><ul><ul><li>What did you like most? </li></ul></ul><ul><li>Would you recommend it to a friend? </li></ul><ul><ul><li>What would you say? </li></ul></ul><ul><li>What is most important idea you learned? </li></ul><ul><ul><li>What will you put into action immediately? </li></ul></ul><ul><li>What do you want to know more about? </li></ul><ul><ul><li>Your email address for more information. </li></ul></ul>
  76. 76. Contact Information: <ul><li>Christine B. Whittemore, Chief Simplifier </li></ul><ul><ul><li>Simple Marketing Now LLC </li></ul></ul><ul><ul><li>cbwhittemore [at] </li></ul></ul><ul><ul><li>Tel: 973-283-2424 </li></ul></ul><ul><ul><li> & </li></ul></ul>
  77. 77. Thank You!