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Companies And Social Media for SearchFest

The short version of Companies and Communities: Participating without being sleazy presented at SEMpdx SearchFest. A longer version is available as an eBook: http://fastwonderblog.com/ebooks/

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Companies and Social Media

             Participating without being sleazy



        Dawn Foster
  dawn@fastwonder.com
 Fast Wonder Consulting
http://FastWonderBlog.com

03/02/09                 FastWonderBlog.com       1
Why Companies Should Participate
               People: gives people a place to engage with
           ●

               your company
               Product Innovation: get product feedback
           ●


               Evangelism: help you grow evangelists for
           ●

               your products from outside of your company
               Brand Loyalty: engagement can drive a
           ●

               tremendous amount of loyalty for your
               products




03/02/09                     FastWonderBlog.com          2
Guiding Principles: It's All About the People
               Focus on the individuals: Participate as a
           ●

               person, not a corporate entity
               Be Sincere: Sincerity = believability & credibility
           ●



               Not all about you: Community is about
           ●

               conversation, which is by definition two-way
               Be a Part of the Community: Don't try to control
           ●

               the community or the conversations
               Everyone’s a Peer: You are not the expert;
           ●

               knowledge comes from everywhere




03/02/09                         FastWonderBlog.com                  3
Participation Guidelines
               Do quietly monitor competitor’s communities
           ●

               and learn from them
                   Do not participate on competitor's sites
               –

               Do participate as a person with diverse
           ●

               interests
                   Do not participate in communities solely to pimp
               –
                   your products.
               Do talk about the industry first & your
           ●

               products second
                   Do not mention your products in every post or
               –
                   comment.
03/02/09                         FastWonderBlog.com                4
Where (and how) to Participate
               Industry Communities (PCWorld, etc.)
           ●


                   Participation by subject experts (not marketing)
               –
                   Find people passionate about the topic and have
               –
                   them participate as part of their job
               Blogging (corporate & personal)
           ●


                   Talk about ideas, thoughts, & industry trends
               –
                   Comment on other blogs with insightful information
               –

               Social Media sites
           ●


                   Engage as people on Facebook, Twitter, etc. with
               –
                   discussions about your job as one part



03/02/09                         FastWonderBlog.com               5
Community Managers
                                               What Skills do they need?
    “Jobs of the future, #1: Online
       Community Organizer
                                                         Patience
                                                    –
  ... If you were great at this, I'd imagine
                                                         Networking
                                                    –
you'd never ever have trouble finding good
                   work.”
                                                         Communication
                                                    –
                                --Seth Godin
                                                         Facilitation
                                                    –
  What do they do?
                                                         Technical Skills
                                                    –
             Ongoing Facilitation
        –
                                                         Marketing
                                                    –
             Content Creation
        –
                                                         Self-Motivation
                                                    –
             Evangelism
        –
                                                         Workaholic Tendencies
                                                    –
             Community Evolution
        –
                                                         Organization
             Monitoring                             –
        –

  03/02/09                          FastWonderBlog.com                      6

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Companies And Social Media for SearchFest

  • 1. Companies and Social Media Participating without being sleazy Dawn Foster dawn@fastwonder.com Fast Wonder Consulting http://FastWonderBlog.com 03/02/09 FastWonderBlog.com 1
  • 2. Why Companies Should Participate People: gives people a place to engage with ● your company Product Innovation: get product feedback ● Evangelism: help you grow evangelists for ● your products from outside of your company Brand Loyalty: engagement can drive a ● tremendous amount of loyalty for your products 03/02/09 FastWonderBlog.com 2
  • 3. Guiding Principles: It's All About the People Focus on the individuals: Participate as a ● person, not a corporate entity Be Sincere: Sincerity = believability & credibility ● Not all about you: Community is about ● conversation, which is by definition two-way Be a Part of the Community: Don't try to control ● the community or the conversations Everyone’s a Peer: You are not the expert; ● knowledge comes from everywhere 03/02/09 FastWonderBlog.com 3
  • 4. Participation Guidelines Do quietly monitor competitor’s communities ● and learn from them Do not participate on competitor's sites – Do participate as a person with diverse ● interests Do not participate in communities solely to pimp – your products. Do talk about the industry first & your ● products second Do not mention your products in every post or – comment. 03/02/09 FastWonderBlog.com 4
  • 5. Where (and how) to Participate Industry Communities (PCWorld, etc.) ● Participation by subject experts (not marketing) – Find people passionate about the topic and have – them participate as part of their job Blogging (corporate & personal) ● Talk about ideas, thoughts, & industry trends – Comment on other blogs with insightful information – Social Media sites ● Engage as people on Facebook, Twitter, etc. with – discussions about your job as one part 03/02/09 FastWonderBlog.com 5
  • 6. Community Managers What Skills do they need? “Jobs of the future, #1: Online Community Organizer Patience – ... If you were great at this, I'd imagine Networking – you'd never ever have trouble finding good work.” Communication – --Seth Godin Facilitation – What do they do? Technical Skills – Ongoing Facilitation – Marketing – Content Creation – Self-Motivation – Evangelism – Workaholic Tendencies – Community Evolution – Organization Monitoring – – 03/02/09 FastWonderBlog.com 6
  • 7. Make it Fun Why do you sit there like that? I know it is wet. And the sun is not sunny. But we can have lots of good fun that is funny! I know some good games we could play. I know some new tricks. I will show them to you. Your mother will not mind at Translation: all if I do. Have fun! Lighten it up occasionally! 03/02/09 FastWonderBlog.com 7
  • 8. More Information Additional Resources: http://fastwonderblog.com/starting-point/ ● http://www.web-strategist.com/blog ● http://www.onlinecommunityreport.com/ ● http://socialmediatoday.com/ ● About Dawn: Online Community and Social Media Consultant ● More Info: http://fastwonderblog.com/consulting ● Dawn@FastWonder.com ● @geekygirldawn on Twitter ● 03/02/09 FastWonderBlog.com 8