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What Is Social Media - Blog Philadelphia


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Howard Greenstein's presentation from the Blog Philadelphia conference on July 13, 2007

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What Is Social Media - Blog Philadelphia

  1. 1. What are Social Media and Social Networks? By Howard Greenstein Social Media Consultant, the Harbrooke Group NY Chapter Leader, Social Media Club Consultant to the Bravo Group, Phila. And Harrisburg, PA (CC) 2006 By Howard Greenstein - Non-Commercial, Attribute, Share alike -Some Rights Reserved
  2. 2. Objectives for this presentation <ul><li>Show a little about how can you take advantage of Social Media to support your business activities. </li></ul><ul><li>Answer your questions </li></ul>
  3. 3. Why learn about Social Media? <ul><li>Social Media is the “commons” for the 21st century. </li></ul><ul><li>You no longer have to rely on ‘the media’ to pass your message to your customers because YOU are now the media. </li></ul>
  4. 4. How many people have passed along... <ul><li>An email? </li></ul><ul><li>An article from an online newspaper? </li></ul><ul><li>An emailed Joke? </li></ul><ul><li>A funny video clip? </li></ul><ul><li>A web site or a link? </li></ul>
  5. 5. Definition of Social Media <ul><li>Social media are the forms of media where people come to share their ideas, interests, passions, and opinions , and give people the ability to share the message with others. </li></ul><ul><li>Social Media are created by “the users” - interaction is possible and interaction can make the content more valuable. </li></ul>
  6. 6. What are some examples of Social Media Sites? <ul><li>YouTube - </li></ul><ul><ul><li>Sold to Google for $1.42 Billion Dollars -obviously someone thinks there’s money in homemade videos. </li></ul></ul><ul><li>My Space </li></ul><ul><ul><li>> 80 Million users </li></ul></ul><ul><ul><li>The new way music gets discovered </li></ul></ul><ul><li>Flickr </li></ul><ul><ul><li>Photo site - users share with exactly who they want to share and form groups around interests. </li></ul></ul><ul><ul><li>Bought by Yahoo >$50MM </li></ul></ul><ul><li>LinkedIn - </li></ul><ul><ul><li>Social Network with 8 Million users. Business is facilitated as users connect other users. </li></ul></ul>
  7. 7. What do these sites have in common?
  8. 8. They’re all about communication.
  9. 9. They allow people to express themselves
  10. 10. They ALLOW CONNECTION with the content, and with each other.
  11. 11. The content of these sites is VIRAL. It passes from person to person.
  12. 12. Web 1.0 = Old 3 “Cs” <ul><li>Content, Commerce and Community </li></ul>
  13. 13. The New 3 “Cs” <ul><li>Web 2.0: </li></ul><ul><ul><li>Context </li></ul></ul><ul><ul><li>Communications </li></ul></ul><ul><ul><li>Collaboration </li></ul></ul>
  14. 14. Context <ul><ul><li>What we are trying to accomplish and why we are passionate about it </li></ul></ul><ul><ul><li>That’s the starting point and the basis of everything else. </li></ul></ul>
  15. 15. Communications <ul><ul><ul><li>How we come to understand and connect with each other. </li></ul></ul></ul>
  16. 16. Collaboration <ul><li>How we work together for our common and individual interests within the various contexts in which we invest our attention. </li></ul>
  17. 17. Now your customers... <ul><li>Talk with each other </li></ul>
  18. 18. Teach each other
  19. 19. Tell Each Other Stories about what they care about
  20. 20. Tell Stories? <ul><li>Probably the oldest form of learning/sharing of information </li></ul><ul><li>Effective way to pass along information </li></ul><ul><li>The original “Word of Mouth” marketing </li></ul><ul><li>It is a form of Informal Learning (see the book Informal Learning by Jay Cross, published Nov. 2006) </li></ul>
  21. 21. The Cluetrain Manifesto -- As in “ Get a Clue ” <ul><li>Markets are Conversations </li></ul><ul><li>Your customers are already talking about your products and services </li></ul><ul><li>You can join the conversation or ignore it (at your peril) </li></ul><ul><li> -The Cluetrain Manifesto - The End of Business As Usual was a 1999 business classic which has proven to be incredibly prescient about the world of 2007 </li></ul>
  22. 22. So, now we know <ul><li>Social Media is changing things. </li></ul><ul><li>Customers are out there, talking about your products and services without you. </li></ul><ul><li>It is time for you to join them . </li></ul><ul><li>Listen to them. </li></ul><ul><li>Speak to them as they wish to be spoken to. </li></ul>
  23. 23. How can you listen? <ul><li>Google Alerts </li></ul><ul><ul><li>A “Stored” search. Everytime someone makes a web page that matches your search, and Google indexes it, you get an email. </li></ul></ul><ul><ul><ul><li> </li></ul></ul></ul><ul><li>Net News reader </li></ul><ul><ul><li>Google Reader </li></ul></ul><ul><ul><li>MY Yahoo Reader </li></ul></ul><ul><ul><li>News readers rely on RSS </li></ul></ul><ul><ul><li>It is a way to “subscribe” to content you care about, just like subscribing to a newspaper. </li></ul></ul>
  24. 24. Don’t just listen - Create Your Own Stories to pass on! <ul><li>Messages through newer media </li></ul><ul><ul><li>Web, Podcasts, Weblogs, Email, </li></ul></ul><ul><li>Messages from Person to Person </li></ul><ul><ul><li>The oldest method around! </li></ul></ul><ul><li>Search Magic! </li></ul><ul><ul><li>Blogs often get higher rankings than other content. The secret is links. Having people like your content, quote it elsewhere, point to you, has value. Your pointing to others has value too. </li></ul></ul>
  25. 25. Knowledge Marketing Build relationship capital by educating your market Knowledge Marketing is your not-so secret weapon!
  26. 26. KM: Think and Contribute - purina:
  27. 27. KM: Purina in iTunes Podcast= Repeat Behavior
  28. 28. KM: Will it blend? <ul><li>Will it </li></ul>
  29. 29. Create a Blog to publish stuff you care about <ul><li>Example: Nancy Shenker’s OnSwitch Blog </li></ul><ul><ul><li>Something about a single topic, like “gift bags” at events, about once a week. </li></ul></ul><ul><ul><li>Blogspot - Blogger - like a word processor on a web page. </li></ul></ul><ul><li>Publishes your content in chronological order </li></ul><ul><li>Can be a reason for people to come to your website - fresh content on a regular basis </li></ul><ul><ul><li>People can also subscribe to your blog and get the content delivered to them like a newspaper </li></ul></ul>
  30. 30. Genuine Engagement - Lenovo
  31. 31. Holistic marketing - Southwest
  32. 32. Social Networks <ul><li>Social Networks are a form of social media </li></ul><ul><li>The more people participating, the more valuable the network. </li></ul><ul><ul><li>Reed’s Law: The value of the network increases LOGRYTHMICALLY as people are added to the network. (Tell your friends). </li></ul></ul>
  33. 33. Social Networking <ul><li>Definition of a Social Networking Site according to researcher (and friend) Danah Boyd: </li></ul><ul><li>A 'social network site' is a category of websites with profiles , semi-persistent public commentary on the profile, and a traversable publicly articulated social network displayed in relation to the profile. </li></ul><ul><li>An example of this is , </li></ul>
  34. 34. My Space is the new place for Bands <ul><li>For several years now, bands have made their songs available for people to try (and buy) </li></ul><ul><li>Fans can show their affiliation </li></ul><ul><li>Fans pass on songs to friends </li></ul><ul><li>One band who has “made it” - Clap Hands Say Yeah </li></ul>
  35. 35. Notice the IPOD Has its own Profile Page on MySpace Some of my top friends
  36. 36. Facebook
  37. 37. Media represents Opportunity <ul><li>Proper use of media allows expression of the message to the many </li></ul><ul><li>This can be many constituencies </li></ul><ul><li>Embrace media as a tool for your benefit, to assist in getting the word out </li></ul><ul><li>Social Media is a different animal than traditional media - you can’t ‘control the message’ - you have to participate as part of the community. </li></ul>
  38. 38. Call to Action <ul><li>Things you can try: </li></ul><ul><ul><li>Visit MySpace, Facebook, LinkedIn, YouTube, if you haven’t already. Don’t just look at the media, check the comments, the links, Join the site. </li></ul></ul><ul><ul><li>Get a News Reader and Subscribe to some sites. </li></ul></ul><ul><ul><li>Create a free blog and practice using it </li></ul></ul><ul><ul><li>Join a social network like Linked In. Invite your friends (they may already be there.) </li></ul></ul><ul><ul><li>Ask for help if you need it. Contact me! </li></ul></ul>
  39. 39. Final Thought <ul><li>“ Freedom of the press is guaranteed only to those who own one.” -- A.J. LIEBLING </li></ul>
  40. 40. Contact and Reference <ul><li>Howard Greenstein </li></ul><ul><ul><li>Howard at </li></ul></ul><ul><li>Books: </li></ul><ul><ul><li>The Cluetrain Manifesto - </li></ul></ul><ul><ul><li>Naked Conversations - The site is the http://Red (don’t go to “” at work! ) </li></ul></ul><ul><li>Meetings: </li></ul><ul><ul><li>Social Media Club </li></ul></ul><ul><ul><ul><li> </li></ul></ul></ul><ul><ul><li>Podcamp Philadelphia: </li></ul></ul><ul><ul><ul><li>Sept 7 - 9th, 2007 </li></ul></ul></ul>
  41. 41. How to understand blogs and other Web 2.0 stuff <ul><li> - </li></ul><ul><ul><li>My article on Web 2.0 in the Enterprise </li></ul></ul><ul><li> </li></ul><ul><ul><li>My article on Web 2.0 for Small Business </li></ul></ul><ul><ul><li>Thanks to Chris Heuer of Social Media Club for several of the slides (Attribution) </li></ul></ul>