They are making their own media (&#x201C;social media&#x201D;) that incorporates the things they love and hate. Seth Godin&#x2019;s Blog Direct From Consumer. They are telling their friends on &#x201C;social networks.&#x201D; The best way to control the brand is to be part of the conversation. The Cluetrain Manifesto from 10 years ago at how the web would change marketing.
First: Find out what others are saying. Google yourself and your brand. Set up Google Alerts to stay informed. Use search.twitter.com. Create tags and track them across social sites. #pch08 twitter and flickr.
Second: Stop shouting. Interruption marketing and shouting, via banner ads, pre-roll video ads, popup ads, etc. create negative associations with you and your company.
Third: Listen How and where do you listen? Have a blog, allow comments, respond to them. Participate on Twitter, Facebook, LinkedIn, etc.
Fourth: Build a community by focusing. Tech makes it possible! Your power comes from the community. Build a network like The Reef. Jason VanOrden Podcast Build your email list. Give people a way to interact with you.
Blog. Podcast. Use internet video (post messages and specials via viddler, etc.) Tag your stuff. Ask for feedback. Dell: IdeaStorm.com = build the site then let users post suggestions, discuss them, then vote up or down. Free marketing R&D.
How do users find your new web content? Can they see the forest for all the trees, or do you rarely plant new trees? Blogs automatically feature the newest content on the home page. And then categorize it for archiving and easy retrieval later. Multiple categories
100% Flash sites are dead. Too hard to update. Not search-friendly. Goes stale very quickly. Does not encourage organic exploration of your content. Does not allow users to share your content with others. Messy & Lively are More Important than pretty. Function is much more important than form. People are in a hurry and want to be in control.
External search via Google for deep inbound links; better page titles, categories, tags, specialized content. twitter 25% of organic Google; 10X more than Facebook. unique, shortened URLs Search engine built-in to your site for users. (Included with blog software.)
MPI Aloha Chapter Social Web 090915
on the Social Web
1 MPI-Aloha Chapter 15 Sept 2009
by Roxanne Darling @roxannedarling
cc 3.0 share-alike/non-commercial/attribution
You may redistribute and re-use this document so long as it is for
non-commercial use and you credit the original author.
2 The Social Web
Web 2.0: Conversation,
Easy to start, harder to