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The Social Media Playbook


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This is another variation of my work around the Social Media Playbook, a step forward in my book writing process. It needs some work still to make it prettier and tell the story, but I delivered it to the Social Media Club Workshop in Austin on November 6, 2007.

Published in: Business, Health & Medicine

The Social Media Playbook

  1. 1. The Social Media Playbook Look | Listen | Join | Lead
  2. 2. Somewhere along the way, markets, what we did together, became marketing, what we do to each other. ! ! ! ! ! ! ! ! ! ! David Weinberger
  3. 3. The 4 C’s of Social Media Context Contacts Communications Collaboration
  4. 4. The Importance of Social Media Social Media is tearing down the walls that keep us apart and changing the rules that have kept us from being human inside our companies.
  5. 5. The Abstract Corporation Created an US vs. THEM Attitude We even use war metaphors to make clear our intent to assault our customers targets campaigns tactics air cover capture
  6. 6. The illusion of control Have you ever played Telephone?
  7. 7. The illusion of control The Myth of CRM Have you ever tried to manage a relationship with your spouse? Meaningful relationships are based on love and mutual respect
  8. 8. The illusion of control Can you really prevent people from saying bad things about you or your company? Not in a free society The Ostrich CEO or the Ivory Tower
  9. 9. The Revolution is distributed Change is not only coming its here When this younger generation enters the work force, things will really be different Change happens every day, as 10 years ago with the advent of the Web, this is the next chapter
  10. 10. Resistance is Futile
  11. 11. tangent - shared meaning One problem with ‘media’ Power of images, words, and stories to connect or separate The solution is conversation, the back and forth that creates understanding
  12. 12. 3 letters
  13. 13. perception
  14. 14. intention
  15. 15. Conversation Replaces Marketing We don’t do it to someone, we do it together, we build understanding It is messy and difficult to control This is where we learn from each other
  16. 16. How we learn and develop understanding Experience Conversation Media
  17. 17. In the beginning... Fire is hot Grunts Meat is good Caves are shelter Cave Paintings = Sex makes babies Storytelling
  18. 18. In the broadcast era... Free Trials Sales ++ The Product Support -- Push messages at people through tv, radio and print
  19. 19. In the conversation era... Relationships Matter The Experience Trust Transparency Authenticity Intentions Create media to connect with your market and serve your community
  20. 20. Getting to Work Look Listen Join Lean
  21. 21. Look Where are the communities that care about the same things we do? Where’s the conversation? Who’s influential? What are my employees doing online?
  22. 22. Listen What are they talking about today? What do they care about? What are the words they use to describe us and the things we care about?
  23. 23. Gut Check Is the way we talk about the things we do in alignment with the way others are talking about the same things? What are the values we represent, what should they be? What needs to be different to participate instead of to control?
  24. 24. Join Who do you know that they should know? What can you contribute? Where should I invest my time? How can I help?
  25. 25. Lead What is your outcome and purpose? (intention) Where are you publishing regularly? What resources do you have to host conversations? How can you improve?
  26. 26. Business is Personal • Start with the presumption of trust • Make clear your intentions • Give people a chance • Provide power for people’s passions • “Live the life, love the life” (as Jake McKee said earlier) • Participate in your market’s conversations • Personal Pronouns are ok! • Social Media creates opportunities to be found and to connect • Trust the conversation
  27. 27. (un)marketing • Help people buy, don’t sell • Stop spending marketing dollars only to the point of sale, invest in getting to the point of satisfaction • “Customer service is the new marketing” Thor Muller • “The brands with the best story tellers win” CEO of iProspect • Participate in the community, give without expectations of getting • 50% of all advertising doesn’t work, more often then not, the other 50% doesn’t either • Help people save time, make money, get more done, be happy, find meaning, connect with others, and find greater satisfaction
  28. 28. Take risks. Ask big questions. Don't be afraid to make mistakes; if you don't make mistakes, you're not reaching far enough. ! ! ! ! ! ! ! ! ! ! David Packard
  29. 29. Chris Heuer