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DMA Social Media Workshop Part I Leavebehind


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This is the leavebehind of my social media workshop on blogging, podcasting etc at the DMA in Chicago

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DMA Social Media Workshop Part I Leavebehind

  1. 1. Social Media Workshop October 17th, 2007 DMA Chicago 1
  2. 2. is a conversational marketing company specializing in engaging marketing- weary consumers through the power of community, dialogue and partnership. 2
  3. 3. Some of our client work includes… 3 3
  4. 4. 4
  5. 5. The Workplace of the Future 5
  6. 6. 6
  8. 8. A Parallel Universe / Intelligent Life Yellow Testimonials/ Radio Print Television Classifieds Pages Reviews Social Auctions Search Vodcasting Podcasting Blogs Networking (eBay) Gawker/ AdSense RocketBoom Podshow CraigsList MySpace Weblogs (Google) Digg YouTube FaceBook Flickr Technorati Six Apart 8
  9. 9. From 4 P’s to 6 C’s Content Custom- Context ization Consumer Community Commerce Conversation 9
  10. 10. Communal Marketing: Marketing to and through the community • Community is the killer app • Viral marketing has become the lazy marketer‟s guide to communal marketing • Letting your consumers do your work for you…for free…is hardly scaleable or predictable – The tide can turn on a dime 10
  11. 11. vaspers@jaffejuice is looking for Top 10 Things New Bloggers Must Understand, the title of a new post I'm working on today for him and for clients. 11
  12. 12. When CGC and Advertising collide 12
  13. 13. Production is the New Consumption “Of the IM Generation i.e. those born after 1980, 62% of the content they consume comes from people they know personally” 13
  14. 14. Why do they do it? • The two F‟s: Fame „n Fortune – 15 Posts/Streams of fame • …because they want a job • …because they are playing at the top of Maslow‟s Hierarchy • …because you aren‟t • …because they can 14
  15. 15. The genesis of an idea: from individual conceptualization to communal adoption Content is produced Content is discovered Content is tagged Content is ranked/rated Content is referenced Content is commented/ tracked back Content is uploaded Content is mashed/ repurposed Content is shared Content is embraced Content is liberated Content is immortalized 15
  16. 16. Conversational Tools at your Disposal • R.S.S. • Blogs • Podcasting • Vodcasting (Vlogging) • Virtual Worlds (Second Life) • Wikis • “DIGG” Aggregators • Widgets • Social Networking/Media – B2B: LinkedIn; Facebook (!) – B2C: Flickr; Facebook; YouTube 16
  17. 17. R.S.S. 17
  18. 18. • Really Simple Syndication is in effect a mash- up of the telegram meets the alarm clock, with the speed, precision, reliability of FEDEX • It is on one level, the evolution of e-mail: – Light on SPAM (for now) as it plays to the MDD generation • R.S.S. powers the democratization of the distribution of content – Embedded HTML is a by-product or corollary of R.S.S. 18
  19. 19. 19
  20. 20. RSS Slide 20
  21. 21. The continuum BLOGGING PODCASTING VID-CASTING Ease of Use Turnaround Time Influence Barriers to Entry File size Time Commitment Awareness Adoption 21
  22. 22. BLOGGING 22
  23. 23. Blogging Definition A blog is a user-generated website where entries are made in journal style and displayed in a reverse chronological order. Source: Wikipedia 23
  24. 24. Blogging Facts • Technorati now follows more • 6 months‟s ago comparison: than 108.9 million blogs (source: – 57 million-plus blogs Technorati) – Blogosphere doubles every 235 days • There are over 120,000 blogs created each day – 100,000 new blogs created every day • Blogosphere is doubling every – 1.3 million posts per day (54,000 320 days per hour) – The reason for the slower rate is – Increasingly global and multi- because it takes longer for a lingual larger number to double – it‟s a • 39% English natural plateau because of • 33% Japanese mathematics • 10% Chinese • 1.5 million posts per day • The multi-lingual effect continues, with English slipping a bit as other countries gain speed – 36% English – 37% Japanese – 8% Chinese – Italian overtook Spanish for the #4 spot 24
  25. 25. Applications • Corporate Blogs – GM • Executive Blogs – Marriott • Customer Service Blogs – Direct2Dell • Fake Blogs (FROGS; FLOGS) – Wal-mart 25
  26. 26. 5 Levels of Blogging Engagement Read (search; link) Subscribed (e-mail) Commented Tracked back Published Lurker Passive Participant Active Participant 26
  27. 27. Subscribing to a Blog (An R.S.S. Reader) 27
  28. 28. Subscribing to a Blog (An R.S.S. Reader) 28
  29. 29. How-To Blogging • Cheap and Easy: – Blogger, Portal Equivalent • Intermediate to Advanced: – Typepad or Wordpress • As you get more advanced, you‟ll experiment with: – Integrating audio – – Technorati tags – Moblogging – Frappr – Tagclouds – Widgets 29
  30. 30. Blogging Tips/Do’s and Don’ts •Do: • Don’t: – Write naturally, in a human voice. – Speak disrespectfully of your This is YOU talking colleagues. It‟s okay to criticize an idea, but not a person – Write short…think of byte size nuggets – Get off-topic – Read the comments that – Violate copyright or trademark are posted – Be too casual – Contribute comments on others‟ – Get ahead of yourself…know posts your place in the “fishbowl” – Everybody loves lists – Feel you need to always start…or (and bullets) control…the conversation – Utilize images/ – Measure your results using “old formatting/visual ID‟s metrics” – Have fun – Compelling, regular, transparent posts are required – Have an identity in order to secure integrity in the blogosphere (@kizzer) 30
  31. 31. Podcasting (Close your Eyes) 31
  32. 32. 10 things you need to know… 1. Link love 2. Link baiting (Good, Bad and Ugly) 3. Everybody loves lists • 23 things… 4. Alerts/Comments • Response and Responsiveness 5. Long Tail (part 1) • The office Sucks 6. Long Tail (part 2) • Feed the head with fresh meat if you want the long tail to wag 7. DNFTT 8. Blogger/Influencer Outreach • SMPR 9. Understand the echo chamber 10. Social media is not a fit for everyone 32
  33. 33. …from the Twitterati/Facebookerati Tamera Kramer 1. A blog is not a brochure 2. RSS feeds are your friend (FULL feeds - don't force a click- through) 3. Commenting on other blogs respectfully is a way to join the conversation 4. Your blog is a reflection of you - make sure you know which side of yourself you want to share with the world 5. The conversation happens in real-time and is timeless. 6. Tagging is the folksonomy 7. If you don't have anything to say - don't blog 8. Pay attention to your metrics. They'll help with content development and engaging in the conversation 9. A top 100 technorati blog may not be the same blog you're looking to reach - context and niche is everything 10. Participate, have fun, be realistic, be humble, and don't just post links. 33
  34. 34. Top 10 things new bloggers need to understand Vaspers the Grate 1. You should blog because you have ideas to discuss, insights to share, opinions to present, or a need to express yourself, coupled with a desire to get feedback from others. 2. Blogs are not just another advertising medium for sales hype or controlled quot;corporate messagesquot;. 3. It may take you up to a year, or more, to get any steady traffic, comments, or quotes and links to your blog from other bloggers. You can't predict how readers will react. 4. Blogging frequently will improve your thinking, research, debate, and online interaction skills, to the point where it will eventually just flow out of you with little effort or editing. 5. Personalize your blog with a custom design, tweak your sidebar frequently, and change the entire design and colors at least once a year. Generic templates provided by your platform (WordPress, Blogger, etc.) look amateur and lazy. 6. Be a good neighbor in the blogosphere, and drive traffic to your blog, by putting your blog URL in your email signature, all promotional material, and by posting comments frequently on other relevant blogs. 7. A blog is a great way to put a human voice and face on a company. 8. Write your post titles very carefully, with an eye to SEO (search engine optimization). 9. Never be afraid of negative comments, or take them personally. 10. Use variety in your posts. 34
  35. 35. PODCASTING 35
  36. 36. Podcast Definition A podcast is a media file that is distributed by subscription (paid or unpaid) over the Internet using syndication feeds, for playback on mobile devices and personal computers. Source: Wikipedia 36
  37. 37. Key Podcasting Facts • All you need is a microphone, an Internet connection, and online file storage • Feedburner currently feeding 596,466 publishers who've burned 1,023,739 feeds (as of 14 Oct 07) – Exceeds total worldwide number of radio stations • No iPod required – 56% listen at their computers • Some 12% of adults have listened to a podcast – up from 7% in Feb. – Apr. 2006 (Pew Internet & American Life project, Nov. 2006) – 45% of listenership is age 35-44 – Gender split is even (52% male, 48% female) – Audiences is educated and affluent 37
  38. 38. How-To Podcasting • “Chip and a chair” (Web + Microphone) • The Cheap „n Dirty ATS Way – One way conversations: Audacity – Two way conservations: Skype + PowerGramo – Fancypants: CastBlaster – Input devices: • Logitech USB Headset • Karaoke Microphone • iRiver (equiv) • Hosting: Libsyn or Typepad etc. • Feedburner: RSS 2.0 Feed 38
  39. 39. Podcasting Tips/Do’s and Don’ts • Do: • Don’t: – Talk naturally – Try not to Read (or seem like you are…) – Invite comments/ feedback and contributions – Emulate radio hosts or deejays – Be brief (or not) – Try something different or creative – Find your recording “sweet spot” – your authentic voice – Content is King! 39
  40. 40. More tips from the Twitterati… • kbodnar32@jaffejuice watch other great podcasters and note how they are building their community and interacting with their audience. • kbodnar32@jaffjuice if your podcast is not interesting to you it won't be to anyone else. Use outside experts and commentary back up your ideas. • kevinbehringer@jaffejuice: Podcasting - make sure the naming convention is the same and id3 tags are consistent • gregverdino@jaffejuice blogging (and podcasting) is a tactic, not a strategy. blogging is a commitment, not a quick fix. content is important but community is moreso. 40
  41. 41. Podcasting (Close your Eyes) 41
  42. 42. What can you do tomorrow? 1. Get hold of an RSS Aggregator and begin to assemble a dream suite of feeds 2. Do the same with vod/podcasts (through iTunes or an RSS aggregator) 3. D.I.Y. • Level 1: Subscribe to a blog, podcast, “vodcast” • Level 2: Contribute towards a blog, pod/vodcast • Level 3: Start a blog, podcast, vodcast 4. Similarly, Explore Wikis, SL, etc. 42
  43. 43. Resources • Books – Here – Here – Here • How-To/Guides – Here – Here – Here • Lists – Here – Here – Here 43
  44. 44. Continue the conversation… +1 206 203-3255 e-mail: 44