Presented by Katie Laird to the University of Houston's Small Business Development Center - this presentation goes through the ins and outs of social networks specifically for business.
2. What weâll talk about
â˘Intro to Biz Social Media
â˘Power of Story
â˘Online Business tools
â˘5 things you can do today
Find this presentation:
www.slideshare.net/happykatie
http://www.ďŹickr.com/photos/14901386@N00/3173091705/
16. 4 Elements of Storytelling
1. Message 4. Plot
So my point is...
2. ConďŹict 3. Characters
17. Whatâs old is new: The 4 Elements of a Modern Story
1. The Message
⢠Strategic premise
⢠What is your real statement?
⢠Stick to 1 or 2 messages
⢠Different audiences mean
different messages
18. 1. The Message
What are your Vision, Mission and Values?
You canât write about what you donât know
⢠Vision: Big picture
⢠Mission: The nuts and bolts
⢠Values: The behaviors that get you there
19. 1. The Message
Promote the same message EVERYWHERE
⢠Message #1: Just Do It
⢠Nike+ Run Faster Blog
⢠Message #2: We innovate, we help
http://nikeplus.nike.com
⢠Nike R&D Storytelling videos
www.twiike.com
20. 1. The Message
Keep it simple - try a 6 word story
Ernest Hemingwayâs best work?
âFor sale: Baby shoes, never wornâ
http://www.ďŹickr.com/groups/sixwordstory/
21. Whatâs old is new: The 4 Elements of a Modern Story
2. The ConďŹict
⢠Not always negative
⢠What problem forces you to act?
⢠How do you restore harmony?
⢠Internal or external conďŹict?
http://ďŹickr.com/photos/slipstreamblue/2617035636/
22. 2. The ConďŹict
Identifying your conďŹict
⢠Inner ConďŹict - unsure of yourself or direction
⢠Relational ConďŹict - protagonist vs. antagonist
⢠Social ConďŹict - you vs. the system
⢠Situational ConďŹict - how you grow and survive tough times
⢠Cosmic ConďŹict - you vs. an invisible force
23. Whole Foods ďŹghts bio-engineering and trade practices
http://blog.wholefoodsmarket.com
25. Whatâs old is new: The 4 Elements of a Modern Story
3. The Characters
⢠Who are the main players?
⢠Multi-purpose Characters
⢠Your readers are Characters too
** PERSONA Development **
26. 3. The Characters
Mac vs. PC - Recognizable Characters
http://www.youtube.com/watch?v=1EbCyibkNB0
27. 3. The Characters
The Apple storyâs Characters
(everlasting love)
(out-of-the-box geeks)
Benefactor Goal BeneďŹciary
(in-the-box products)
Support Hero Adversary
29. Persona Development
1. Identify 3-7 âactualâ people (invisible friends)
⢠Name them and ďŹnd a photo
⢠Give them a backstory and bio
⢠Talk about them in your meetings
⢠Use them to guide your efforts
30. Persona Development
Your Brandâs Persona #1
Ashley
Age: 21
Education: College Senior
Work: PT barista
Income: $9/hour
Family: Dating / No kids
Hobbies: Blogger / Soccer
Platform: PC laptop
Magazines: Vanity Fair
31. Persona Development
Your Brandâs Persona #2
Marshall
Age: 30
Education: Student of Life
Work: Print designer
Income: $53,000/year
Family: Engaged, no kids
Hobbies: Flag football
Platform: Macbook Pro
Magazines: Wired
32. Persona Development
Your Brandâs Persona #3
Laura
Age: 42
Education: MBA
Work: Retail boutique owner
Income: $75,000 / year
Family: Married, 2 kids
Hobbies: Yoga / Photography
Platform: Macbook
Magazines: Real Simple
37. What kind of hero are you?
The Brave Hero The Everyday Hero The Wise Hero
The Creator The Joker The Adventurer
38. What kind of hero are you?
The Ruler The Caregiver The Lover
The Innocent The Magician The Rebel
39. Whatâs old is new: The 4 Elements of a Modern Story
4. The Plot
The difference between:
âThe King died and then the
Queen diedâ
and
âThe King died by the sword and
the Queen died of griefâ
http://ďŹickr.com/photos/alimander/2832880196/
40. 4. The Plot
Plot your Plot
Deal with it
Almost there...
Interact / Connect / Play
Establish
Onward and upward
41. 4. The Plot
Perception is reality - so, what Story is out there?
www.lovemarks.com
www.brandtags.net
42. 4. The Plot
Due diligence on your Story
www,technorati.com/watchlist
Powerful Social Media search engine
watches for your terms and updates you
www.google.com/alerts
Email updates for your company
name and keywords
http://alerts.yahoo.com
Yahoo! alerts you of any
occurrences of deďŹned terms and
names
47. 1. Blog Your Heart Out
Use this as your Home Base
48. 1. Blogs: Community Building through Social tools
Jumping into the Blogosphere
⢠Your online home base
â˘Position your brand
⢠Share brain candy
⢠Promote others
49. Schipul has fun, geeks out and grows Brand
http://blog.schipul.com
50. 1. Blogs: Community Building through Social tools
Blogging Doâs and Donâts
â˘Promote other people â˘Focus only on yourself
â˘Be funny and interesting â˘Take undue credit
â˘Pro-actively respond â˘Blog every 3 months
â˘Tag your content â˘Post press releases
â˘Make it easy to share â˘Blog in Corporate-speak
â˘Link to other companies â˘Post duplicate content
51. 1. Blogs: Community Building through Social tools
Blogging Buzzwords
â˘Comment - Respond to a Blog post
â˘Link love - Linking to other Blogs / sites (online currency)
â˘Tagging - Adding words to describe Blog content
â˘Troll - Meanie commenter (IGNORE!)
â˘Blogroll - Links to fave Blogs
â˘Embed - Copy/paste media
52. 1. Blogs: Community Building through Social tools
Blog bling: Tie it all together on your Blog
(Make your brand portable)
53. 1. Blogs: Community Building through Social tools
Keep your Blog design branding consistent
54. 1. Blogs: Community Building through Social tools
No Blog? Make a SMM page on your site
http://www.pr-squared.com/2007/02/the_social_media_newsroom_temp.html
56. 2. Micro-Blogs: Community Building through Social tools
Twitter explained
http://www.youtube.com/watch?v=ddO9idmax0o
57. 2. Micro-Blogs: Community Building through Social tools
Twitter includes others in ongoing dialogue
Coffee Groundz on Twitter: www.twitter.com/coffeegroundz
58. 2. Micro-Blogs: Community Building through Social tools
Twitter Doâs and Donâts
â˘Gab about you constantly
â˘âRe-Tweetâ content:
-- RT @happykatie....
â˘TYPE IN ALL CAPS
â˘Talk directly to people:
-- @magsmac - hey!!... â˘Re-post w/out attribution
â˘Link to outside content: â˘Follow nobody
-- www.tinyurl.com
â˘Decline to respond to @âs
â˘ProďŹle love (pic and links) and DMâs
â˘Live Tweet from events â˘Abuse your Tweet power
59. 2. Micro-Blogs: Community Building through Social tools
Twitter Buzzwords
â˘Follow - To friend someone (or follow their updates)
â˘Direct Message (DM) - Pseudo-email to someone that follows you
â˘âAtâ reply - Speak directly to someone (@magsmac)
â˘Re-tweet (RT) - Re-post content with credit
â˘Block - Restrict access to updates
â˘# - a kind of âtagâ or desc. phrase
61. 3. Facebook - Professional and Personal Networking to the MAX!
Facebook - Not just for college kids
â˘Be a leader and connector
â˘Create buzz for events /
campaigns
â˘Brand exposure with
Facebook ads
â˘Add photos and videos
Main: www.facebook.com
Houston Zoo on FB: www.facebook.com/pages/Houston-Zoo-Inc
62. 3. Facebook - Professional and Personal Networking to the MAX!
Your Facebook proďŹle at a glance
⢠Flesh out your proďŹle
⢠Be picky on who you
connect with
⢠Re-purpose other content
⢠Add ALL of your
Social Media links
⢠Be fun and interesting
63. 3. Facebook - Professional and Personal Networking to the MAX!
Why you should care about Facebook
230 âyesâ
348 âmaybeâ
Bill Erickson :)
www.billerickson.net
670 members
64. 3. Facebook - Professional and Personal Networking to the MAX!
Are you a âGroupâie?
65. 3. Facebook - Professional and Personal Networking to the MAX!
Page Power in Facebook
66. 3. Facebook - Professional and Personal Networking to the MAX!
To Page or to Group - that is the question
⢠Groups = Not indexed in Google
⢠Pages = Visible to Google
⢠Groups = Messages go to inbox
⢠Pages = Messages go to âupdatesâ
⢠Use both!
http://www.searchenginejournal.com/facebook-group-vs-
facebook-fan-page-whats-better/7761/
67. 3. Facebook: Community Building through Social tools
Facebook Doâs and Donâts
â˘Be stiff and boring
â˘Grow your proďŹle
â˘Create a âcompanyâ
â˘Upload pics and videos to
proďŹle (deleted!!)
tag and send
â˘Keep all personal and pro
â˘Create and join biz and fun
life facets separate
Groups / Pages
â˘Post press releases
â˘Be picky on your friends
â˘Spam your contacts
â˘Cross promote your
(connect but be polite)
Social Media links
68. 3. Facebook: Community Building through Social tools
Facebook Buzzwords
â˘Friend - Connect with someone on Facebook
â˘Wall message - Write, draw or post something on someoneâs wall
â˘Tag - Add names to photos or videos
â˘Status update - What are you doing?
â˘Public timeline - List of recent activity
70. Social Networks: Community Building through Social tools
MySpace = social networking for musicians
Main: www.myspace.com
Houston musician Andrew Karnavas: www.myspace.com/andrewkarnavas
71. Social Networks: Community Building through Social tools
MySpace = another spot to tie it TOGETHER!
IRC MySpace: www.myspace.com/theirc
72. 4. MySpace: (further) Community Building through Social tools
MySpace Doâs and Donâts
â˘Blinky crazy stuff
â˘Keep your branding
consistent (everywhere)
â˘Spam all of MySpace (go
after the relevant leaders)
â˘Make it easy to get to your
âreal stuffâ online
â˘Ignore Friend Requests
â˘Incorporate photos, videos
and Blog posts â˘Static MySpace proďŹle
(auto update with fresh
content)
â˘Interact with MICRO
targeted audience
â˘Depend only MySpace :(
73. 4. MySpace: (further) Community Building through Social tools
MySpace Buzzwords
â˘Friend - Connect with another User
â˘Bulletins - Message to groups (w/out individual messaging)
â˘Bots - Fake spammy MySpace users (adult/poker/etc.)
â˘Moods - How user is currently feeling :) :x :p
â˘Blurbs - Details on your proďŹle
â˘HTML/CSS - how to edit your look
75. 5. Virb - Developing a walled garden (sometimes good, sometimes bad)
Want to create your OWN social network?
Schipul Ning: http://schipul.ning.com
Company on Ning: http://bsetc.ca/
76. 5. Virb - Developing a walled garden (sometimes good, sometimes bad)
Ning - Create your own Social Network
http://babble.ning.com/
http://aspcacommunity.ning.com/
77. 5. Virb - Developing a walled garden (sometimes good, sometimes bad)
3 steps and youâre done!
1. Name and describe
2. Add your widgets
3. Change the look
4. DONE!
Add logo
78. 5. Virb - Developing a walled garden (sometimes good, sometimes bad)
Invite and promote (+ get help with that content)
80. 6. YouTube: Harnessing the power of Video
YouTube - Harness the power of P2P discussion
http://www.youtube.com/user/PlanYourMeetings
81. 6. YouTube: Harnessing the power of Video
Engage your Audience through video
www.arttheheartofhouston.com
www.haablog.com
82. 6. YouTube: Harnessing the power of Video
Buy a Flip camera (seriously)
http://www.theďŹip.com/
83. 6. YouTube: Harnessing the power of Video
YouTube Doâs and Donâts
â˘Forget to TAG and
â˘Connect with other
describe your videos
YouTube geeks
â˘Ignore quality (although
â˘Include transcripts
âso-so, not greatâ is ok)
â˘Embed video on Blog /
â˘Respond harshly to
Site / Facebook
negative comments
â˘Comment + respond to
â˘Keep your guard down
other video submissions
(check on that feedback)
â˘Engage / have fun!
84. 6. YouTube: Harnessing the power of Video
YouTube Buzzwords
â˘Video Response - Reply to a video with another video
â˘Flag - Mark content you think is inappropriate
â˘Rate - Add stars for how awesome content is
â˘Embed - Code to place video on your site
â˘Share - Links to add to other sites
â˘Playlist - Customized video lists
85. 6. YouTube: Harnessing the power of Video
YouTube - Advertising and Learning
http://www.youtube.com/user/GoogleBusiness
https://ads.youtube.com/index
87. 7. Flickr - Growing your business visually
Doing business through photos
88. 7. Flickr - Growing your business visually
Networking via Flickr
http://ďŹickr.com/groups/oih/
89. 7. Flickr - Growing your business visually
Spread the Flickr love and look cool doing it
http://bighugelabs.com/ďŹickr/
90. 7. Flickr - Growing your business visually
Flickr Doâs and Donâts
â˘Donât HAVE to friend
â˘Search thru site for photos
back for them to be
and groups of interest
connected to you
â˘Friend as many as you like
â˘Not necessary for all
to see their most recent
photos to be public
photos
â˘Donât have to have
â˘Comment and tag often
Photoshop to edit photos
(built in editor)
â˘Join/create groups
â˘Canât use other pics w/
â˘Organize your pics well out correct license
91. 7. Flickr - Growing your business visually
Flickr Buzzwords
â˘Pool / Set - Themed community / personal sharing photo group
â˘Contact - How you connect (Contact / Friend / Family)
â˘Favorite - Marking your faves for later
â˘Tag - Descriptive terms / phrases
â˘Comment - Adding your 2 cents
â˘Creative Commons - photo license
94. 8. LinkedIn - Honest to goodness networking online
Have questions? Get answers (and give them)
95. 8. LinkedIn - Honest to goodness networking online
LinkedIn Doâs and Donâts
â˘Be needy
â˘Connect with colleagues,
friends and co-workers
â˘Make false connections
â˘Play with widgets
â˘Spam a group
â˘Ask/answer questions
â˘Be REALLY needy
â˘Recommend people
â˘Embellish on your past
â˘Post/refer jobs
96. 8. LinkedIn - Honest to goodness networking online
Linkedin Buzzwords
â˘Connections - Your Linkedin contacts (must approve)
â˘Applications - Fun widgets / tools to interact and promote brand
â˘Answers - Space to ask / answer questions and polls
â˘Groups - Opt in Communities
â˘Contact Settings - Set your terms
98. Social Networks: Community Building through Social tools
Free social event promotion sites
http://upcoming.yahoo.com/ www.eventful.com
www.eventbrite.com www.facebook.com
99. Social Networks: Community Building through Social tools
Behold, Slideshare!!!
www.slideshare.net/happykatie
102. Step 1: Start listening!
What are people saying to/about you?
www.technorati.com/watchlist
Powerful Social Media search engine
watches for your terms and updates
you
www.google.com/alerts
Email updates for your company
name and keywords
http://search.twitter.com
Search for what you care about
on Twitter
104. Step 1: Start listening!
Further online Reputation Management
Google Trends search:
www.google.com/trends
Technorati search:
www.technorati.com
105. Step 1: Start listening!
How do you compare to your competition?
www.blogpulse.com
Great visuals to track you and
your competitionâs online activity
and Buzz
106. Step 2:
Set up your
response + promotion vehicles
107. Step 2: Set up your response + promotion vehicles
Go where your audience is
???????????? ????????????
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108. Step 2: Set up your response + promotion vehicles
Beef up your Personal Brand
⢠Keep it consistent
EVERYWHERE
⢠Create an Avatar
⢠Cross promote in
email footers
⢠Promote your employee
Personal Brands
Happykatie!
109. Step 2: Set up your response + promotion vehicles
Poll your company or hire a savvy intern
You are a Digital Immigrant.
You could use a Digital Native.
111. Step 3: Start spreading the news
Keep it Consistent and Connected
⢠Tie it all in together
⢠Put your SM links in your email footer
⢠Re-purpose your content
⢠BADGES!!!
www.ďŹickr.com/photos/53203629@N00/3173463874/
112. Step 3: Start spreading the news
Stay pro-active and responsive
Power to the People
⢠Keep an eye on your Alerts
and respond!
⢠Promote other events and people
⢠Keep it light and interesting
113. Step 3: Start spreading the news
Play with your Community
http://ďŹickr.com/groups/sxsw08/
http://www.youtube.com/watch?v=Jfn9pzgtkc0
114. Step 5:
Follow up fun time
(interaction, interaction, interaction)
115. Step 5: Follow up fun time! (interaction, interaction, interaction)
Tie it all together and keep the Buzz going
⢠Be fast and be timely
⢠Newsletter, Blog posts, Facebook
group and event postings
⢠Say thank you (individually - one little
comment goes a looong way)
⢠Watch the Buzz for opps to connect
⢠Be creative!! Start the drumbeat for
the Next Big Thing
http://www.ďŹickr.com/photos/
53611153@N00/2602728681/
117. 5 things you can do TODAY!
1. Start listening (Google Reader + Alerts)
2. Develop your Personal Brand
3. Join Facebook (www.facebook.com)
4. Find your rich media niche + work it!
5. Recruit an internal guru (or an intern)
118. Letâs Review...
â˘Use those Story elements
â˘Know thy Audience
â˘Track the Buzz
â˘Whatâs your Motivation?
Find this presentation:
www.slideshare.net/happykatie
http://www.ďŹickr.com/photos/64251830@N00/351876663/
119. Thanks for participating - see you online :)
Katie Laird // Strategic Advisor
Schipul - The Web Marketing Company
www.schipul.com
Email: klaird@schipul.com
Personal blog: www.happkatie.com
Flickr: www.ďŹickr.com/happykatie
Twitter: www.twitter.com/happykatie
Find my presentation today!
www.slideshare.net/happykatie
http://www.ďŹickr.com/photos/66125582@N00/457743309/