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R INKER     A S S O C I AT ES M A S T E R S E R I ES




The Practical Effects of
Social Networking
introduction
 There are “special effects” and then there are “practical effects”. Special effects create
 the smoke-and-mirror version of the real world (like computer generated images created
 in the film industry). Practical effects create authentic versions of the real world and are
 comprised of all those things you control. That’s everything between you and your
 outreached fingertips – that’s right, it’s just you. This manifesto is focused on those
 things - - the practical effects of your interaction with the real world. - - Lorraine Rinker

 Important Disclaimer: Although every effort has been made to ensure this presentation
 is free from errors, this publication is made available with the understanding that the
 authors, editors, and publisher are not responsible for the results of any action taken on
 the basis of information in this work, nor for any errors or omissions. The publishers, and
 the authors and editors, expressly disclaim any and all liability to any person, in respect
 of anything and of the consequences of anything done or omitted to be done by any
 such person in reliance, whether whole or partial, upon the whole or any part of the
 contents of this publication. If expert advice is required, services of a competent
 professional person should be sought.



                                    www.rwcs.biz | Practical Effects© 2009
is networking all it’s quacked up to be?

                                               Yes, now more than ever!
                                               90% of the positions available are
                                               actually in the hidden job market!
                                               Source: Fortune Magazine 2009




                www.rwcs.biz | Practical Effects© 2009
button your buttons


 Whether you network
 in the physical world or
 the virtual world - - if
 you’re going to
 network - - button
 your buttons!

 Do it right the first
 time by making your
 one and only first
 impression the best it
 can be!




                            www.rwcs.biz | Practical Effects© 2009
strengthen your authentic brand


                                                        Tom Peters coined the
                                                        phrase “Brand YOU” back in
                                                        the late 90’s - - but now
                                                        more than ever it’s still very
                                                        significant to our success!

                                                        Do you know what your
                                                        personal brand is?

                                                        Is your personal brand an
                                                        authentic representation of
                                                        who you really are?




               www.rwcs.biz | Practical Effects© 2009
embrace the very thought of you

   You can explore your personal brand
   by finding out how others perceive
   you.

   What will ten friends say about you
   when you’re not around?

   What will ten of your colleagues say
   about you when you’re not around?

   Your clients? Your boss?

   If you don’t know - - find out now!




                              www.rwcs.biz | Practical Effects© 2009
leverage all degrees of separation


    Did you know that just about
    everyone in the Sacramento
    Metro Region is connected within
    2-3 degrees of separation?

    Do you know the average degree
    of separation in your region?




                           www.rwcs.biz | Practical Effects© 2009
break into the inner circle

The inner circle
is made up of
movers and
shakers, high
profile, tight knit
people.

If you’re not in
the inner circle,
what are some
ways you can
“break into” the
inner circle?



                      www.rwcs.biz | Practical Effects© 2009
stand out in the crowd
               With so many people “out there”, telling your unique
               compelling story is a way you can stand out in the crowd.




               www.rwcs.biz | Practical Effects© 2009
be a charismatic networker

                                            A charismatic person is someone
                                            who is authentic, passionate, and
                                            courageous. It’s someone who has
                                            a gift of using their personal being
                                            to interact and communicate with
                                            others.

                                            Charisma is personal – you must
                                            find it within yourself to inspire and
                                            influence others.




               www.rwcs.biz | Practical Effects© 2009
put leverage into action



        It’s hard to build “exclusive”
relationships, so there is no point in
                        holding back.

 When you connect people that are
  true opportunities for each other,
          that is leverage in action.




                                    www.rwcs.biz | Practical Effects© 2009
once connected stay connected


 If there is potential for a high
 value proposition in building a
 strategic alliance, then do it!

 Don’t just use people. Treat
 them with respect. Get
 connected, then stay
 connected. . . no matter what
 it takes.




                                    www.rwcs.biz | Practical Effects© 2009
connecting the 21st dots


How big is your
network?

It’s probably bigger
than you think - - and
remember, quantity
is not more
important than
quality.




                                                                  GustavoG (Source: Flickr)

                         www.rwcs.biz | Practical Effects© 2009
who do you know?

                                               Lorraine prefers being a
                                               connector!




                      Social Network Analysis
                      The “Kite Network” developed by
                      David Krackhardt (leading researcher
                      in social networks)


             www.rwcs.biz | Practical Effects© 2009
On January 1, 2009, Facebook
                                   reported 150 million users. In
                                   April 2009, they reported 200
                                   million users. For me, the really
                                   big deal was that they picked up
                                   those 50 million additional users in
                                   just three months!




www.rwcs.biz | Practical Effects© 2009
other players you should know




              www.rwcs.biz | Practical Effects© 2009
Here’s an example of a Millennial’s
creative and effective                   approach to using social media in her job
                                         search!




                www.rwcs.biz | Practical Effects© 2009
Here’s one boomer’s use of a
another creative option                                personal branding strategy . . .




              www.rwcs.biz | Practical Effects© 2009
social media’s impact on business
                       Total average of USA, Canada, UK and France
Creating quot;viral campaignsquot; that encourage consumers to tell
   friends and relatives about your company, product, or                                                          62.00%
                           service

                                                                                                  39.40%
        Posting videos on sites such as YouTube and Revver

    Using social media sites as new advertising channels to                                     38.00%
              complement traditional advertising

 Reading and analyzing relevant social media to understand                                                         64.80%
       genuine and unfiltered consumer perceptions

   Engaging with relevant influential bloggers to encourage                                              45.10%
        them to write about your brand or company

                                                                                          31.00%
                         Creating a brand or corporate blog

                                                                                             33.80%
           Social networks, such as MySpace and Facebook
                                                                  Source: cymfony’s media intelligence


                                            www.rwcs.biz | Practical Effects© 2009
social media’s impact on business

   64.8%
    Reading and analyzing relevant social media to
    understand genuine and unfiltered consumer
    perceptions.

    Check out how Dell, Comcast, and Zappos are using
    twitter to improve the customer experience.




                    www.rwcs.biz | Practical Effects© 2009
business planning for social media
           People
   P       Assess your customer’s social activities


   O       Objectives
           Decide what you want to accomplish


   S       Strategy
           Plan for how relationships with customers will change

   T       Technology
           Decide which social technologies to use

Source: Forrester Research 2007

                                  www.rwcs.biz | Practical Effects© 2009
have something to say?




                blog it!

                But first, have a plan and be prepared to keep
                your blog current.

                You’re only as good as your last blog post.




              www.rwcs.biz | Practical Effects© 2009
twitter tweet

 twitter is the
 new golf
 idea credit @AlbertMaruggi



 Anything that has a digital
 footprint (no geographic
 boundaries) could benefit
 from twitter--Guy Kawasaki




                               www.rwcs.biz | Practical Effects© 2009
reputation management



If you’re going to hang
      out your laundry,
 make sure it’s “clean”.




                           www.rwcs.biz | Practical Effects© 2009
have you googled yourself lately?


  You can hire a reputation management company
  to help remove negative results from google
  search, but it can be pricey.

  There are things you can do for yourself to get
  that negative result stuff off of the first page of
  google search results. Fill the first page with
  “good stuff”. Your own website, your blog, social
  network profiles (facebook), business profiles
  (linkedin, naymz) all appear higher on the google
  search results.

  Source: CIO Magazine


                                www.rwcs.biz | Practical Effects© 2009
building business via social networks



                               There are four ways social networking can
                               build business:

                               - Finding Unexpected Collaborators
                               - Building a Global Business From Scratch
                               - Finding Talent in the Trenches
                               - Viral Marketing on the Cheap

                               Source: Forrester




                www.rwcs.biz | Practical Effects© 2009
business at the speed of light

                             Your success during these “speed of
                             light” times will require a balanced use
                             of real and virtual networking.

                             If you’re not on the social networking
                             circuit yet - - make a plan and get on.

                             If you’re heavy into the social
                             networking circuit - - take a break every
                             now and then to be seen in the physical
                             world too!



                www.rwcs.biz | Practical Effects© 2009
the world at the speed of light

                                                         Business is moving at
                                                         the speed of light. And
                                                         so is the world in
                                                         general.

                                                         How will you
                                                         successfully exist in a
                                                         world that moves at the
                                                         “speed of light”?

                                                         What will you do to
                                                         adapt and succeed as
                                                         “shift happens”?



                www.rwcs.biz | Practical Effects© 2009
your call to action




Lead, inspire, change the world - -
for Baby Boomers that means “AGAIN”!

                 www.rwcs.biz | Practical Effects© 2009
the author
             Lorraine Rinker – Radical Careerist
             lorraine@rwcs.biz
             www.rwcs.biz
             www.twitter.com/lorrainerinker
             www.linkedin.com/in/lorrainerinker
             www.slideshare.net/lorrainerinker




                                        Lorraine’s portrait by Sirlin Photography (Sacramento)
                                       Stock images by fotik.com, istockphoto.com, flickr.com




                 www.rwcs.biz | Practical Effects© 2009

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Connecting 21st Century Dots V4 P

  • 1. R INKER A S S O C I AT ES M A S T E R S E R I ES The Practical Effects of Social Networking
  • 2. introduction There are “special effects” and then there are “practical effects”. Special effects create the smoke-and-mirror version of the real world (like computer generated images created in the film industry). Practical effects create authentic versions of the real world and are comprised of all those things you control. That’s everything between you and your outreached fingertips – that’s right, it’s just you. This manifesto is focused on those things - - the practical effects of your interaction with the real world. - - Lorraine Rinker Important Disclaimer: Although every effort has been made to ensure this presentation is free from errors, this publication is made available with the understanding that the authors, editors, and publisher are not responsible for the results of any action taken on the basis of information in this work, nor for any errors or omissions. The publishers, and the authors and editors, expressly disclaim any and all liability to any person, in respect of anything and of the consequences of anything done or omitted to be done by any such person in reliance, whether whole or partial, upon the whole or any part of the contents of this publication. If expert advice is required, services of a competent professional person should be sought. www.rwcs.biz | Practical Effects© 2009
  • 3. is networking all it’s quacked up to be? Yes, now more than ever! 90% of the positions available are actually in the hidden job market! Source: Fortune Magazine 2009 www.rwcs.biz | Practical Effects© 2009
  • 4. button your buttons Whether you network in the physical world or the virtual world - - if you’re going to network - - button your buttons! Do it right the first time by making your one and only first impression the best it can be! www.rwcs.biz | Practical Effects© 2009
  • 5. strengthen your authentic brand Tom Peters coined the phrase “Brand YOU” back in the late 90’s - - but now more than ever it’s still very significant to our success! Do you know what your personal brand is? Is your personal brand an authentic representation of who you really are? www.rwcs.biz | Practical Effects© 2009
  • 6. embrace the very thought of you You can explore your personal brand by finding out how others perceive you. What will ten friends say about you when you’re not around? What will ten of your colleagues say about you when you’re not around? Your clients? Your boss? If you don’t know - - find out now! www.rwcs.biz | Practical Effects© 2009
  • 7. leverage all degrees of separation Did you know that just about everyone in the Sacramento Metro Region is connected within 2-3 degrees of separation? Do you know the average degree of separation in your region? www.rwcs.biz | Practical Effects© 2009
  • 8. break into the inner circle The inner circle is made up of movers and shakers, high profile, tight knit people. If you’re not in the inner circle, what are some ways you can “break into” the inner circle? www.rwcs.biz | Practical Effects© 2009
  • 9. stand out in the crowd With so many people “out there”, telling your unique compelling story is a way you can stand out in the crowd. www.rwcs.biz | Practical Effects© 2009
  • 10. be a charismatic networker A charismatic person is someone who is authentic, passionate, and courageous. It’s someone who has a gift of using their personal being to interact and communicate with others. Charisma is personal – you must find it within yourself to inspire and influence others. www.rwcs.biz | Practical Effects© 2009
  • 11. put leverage into action It’s hard to build “exclusive” relationships, so there is no point in holding back. When you connect people that are true opportunities for each other, that is leverage in action. www.rwcs.biz | Practical Effects© 2009
  • 12. once connected stay connected If there is potential for a high value proposition in building a strategic alliance, then do it! Don’t just use people. Treat them with respect. Get connected, then stay connected. . . no matter what it takes. www.rwcs.biz | Practical Effects© 2009
  • 13. connecting the 21st dots How big is your network? It’s probably bigger than you think - - and remember, quantity is not more important than quality. GustavoG (Source: Flickr) www.rwcs.biz | Practical Effects© 2009
  • 14. who do you know? Lorraine prefers being a connector! Social Network Analysis The “Kite Network” developed by David Krackhardt (leading researcher in social networks) www.rwcs.biz | Practical Effects© 2009
  • 15. On January 1, 2009, Facebook reported 150 million users. In April 2009, they reported 200 million users. For me, the really big deal was that they picked up those 50 million additional users in just three months! www.rwcs.biz | Practical Effects© 2009
  • 16. other players you should know www.rwcs.biz | Practical Effects© 2009
  • 17. Here’s an example of a Millennial’s creative and effective approach to using social media in her job search! www.rwcs.biz | Practical Effects© 2009
  • 18. Here’s one boomer’s use of a another creative option personal branding strategy . . . www.rwcs.biz | Practical Effects© 2009
  • 19. social media’s impact on business Total average of USA, Canada, UK and France Creating quot;viral campaignsquot; that encourage consumers to tell friends and relatives about your company, product, or 62.00% service 39.40% Posting videos on sites such as YouTube and Revver Using social media sites as new advertising channels to 38.00% complement traditional advertising Reading and analyzing relevant social media to understand 64.80% genuine and unfiltered consumer perceptions Engaging with relevant influential bloggers to encourage 45.10% them to write about your brand or company 31.00% Creating a brand or corporate blog 33.80% Social networks, such as MySpace and Facebook Source: cymfony’s media intelligence www.rwcs.biz | Practical Effects© 2009
  • 20. social media’s impact on business 64.8% Reading and analyzing relevant social media to understand genuine and unfiltered consumer perceptions. Check out how Dell, Comcast, and Zappos are using twitter to improve the customer experience. www.rwcs.biz | Practical Effects© 2009
  • 21. business planning for social media People P Assess your customer’s social activities O Objectives Decide what you want to accomplish S Strategy Plan for how relationships with customers will change T Technology Decide which social technologies to use Source: Forrester Research 2007 www.rwcs.biz | Practical Effects© 2009
  • 22. have something to say? blog it! But first, have a plan and be prepared to keep your blog current. You’re only as good as your last blog post. www.rwcs.biz | Practical Effects© 2009
  • 23. twitter tweet twitter is the new golf idea credit @AlbertMaruggi Anything that has a digital footprint (no geographic boundaries) could benefit from twitter--Guy Kawasaki www.rwcs.biz | Practical Effects© 2009
  • 24. reputation management If you’re going to hang out your laundry, make sure it’s “clean”. www.rwcs.biz | Practical Effects© 2009
  • 25. have you googled yourself lately? You can hire a reputation management company to help remove negative results from google search, but it can be pricey. There are things you can do for yourself to get that negative result stuff off of the first page of google search results. Fill the first page with “good stuff”. Your own website, your blog, social network profiles (facebook), business profiles (linkedin, naymz) all appear higher on the google search results. Source: CIO Magazine www.rwcs.biz | Practical Effects© 2009
  • 26. building business via social networks There are four ways social networking can build business: - Finding Unexpected Collaborators - Building a Global Business From Scratch - Finding Talent in the Trenches - Viral Marketing on the Cheap Source: Forrester www.rwcs.biz | Practical Effects© 2009
  • 27. business at the speed of light Your success during these “speed of light” times will require a balanced use of real and virtual networking. If you’re not on the social networking circuit yet - - make a plan and get on. If you’re heavy into the social networking circuit - - take a break every now and then to be seen in the physical world too! www.rwcs.biz | Practical Effects© 2009
  • 28. the world at the speed of light Business is moving at the speed of light. And so is the world in general. How will you successfully exist in a world that moves at the “speed of light”? What will you do to adapt and succeed as “shift happens”? www.rwcs.biz | Practical Effects© 2009
  • 29. your call to action Lead, inspire, change the world - - for Baby Boomers that means “AGAIN”! www.rwcs.biz | Practical Effects© 2009
  • 30. the author Lorraine Rinker – Radical Careerist lorraine@rwcs.biz www.rwcs.biz www.twitter.com/lorrainerinker www.linkedin.com/in/lorrainerinker www.slideshare.net/lorrainerinker Lorraine’s portrait by Sirlin Photography (Sacramento) Stock images by fotik.com, istockphoto.com, flickr.com www.rwcs.biz | Practical Effects© 2009