Keynote speker, Dave Nelson, of the Dialogue Consulting Group covers Social Media and Networking strategies at the 2011 HARDI Western Region Conference

1. Dave Nelsen - President
Social Media and Social Networking Dialog Consulting
How To Use It; Why You Can’t Ignore It 412-779-2788 or
dave@WeSocialize.biz
8 (of 21) Ideas (Note the "Vistage" tab for video
for Business with voiceover and color slides in
PDF format).
Dave Nelsen
Dialog Consulting Group
We Socialize;You CapitalizeTM.
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http://bit.ly/social-media-hardi
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(Note: All lower case letters)
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Videos used in this presentation include
(search YouTube for the phrases below):
"Social Media Revolution 2"
"Evolution of Dance"
"Snowball the Dancing Cockatoo"
http://newsroom.cisco.com
"T-Mobile Dance"
"United Breaks Guitars"
www.willitblend.com
YouTube: Search for “Social Media Revolution 2”
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2. Overview
Social Media Social Networking
• 3 rules for social media
• Idea Exchanges • Facebook
• Blogging • LinkedIn
• Twitter (search) • Ning
• Crowd sourcing 4
Rule #1: The Cocktail Talking "all about me" is rather boring to
others and yet this is how traditional marketing
Party Rule is often done! Per the book “Guerrilla
Marketing” remember: “Marketing is NOT
about you; itʼs about THEM.”
Meet people, listen, talk, ask & answer
questions, build relationships & trust... 5
This is one of the all-time most popular
videos.
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3. PIE, an old radio adage, updated with
Rule #2: P I E
“authenticity”.
• Personality
• Interesting
• Entertaining
• Authenticity
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This is the most important of the three rules.
Rule #3: First, Create Value Be brutally honest in your assessment. If you
canʼt create value for your target audience in a
(for your target audience) compelling and cost-effective manner, DO
NOT “PASS GO”; youʼre wasting your time.
• Educate
• Alert
• Entertain
• Inspire
• Vet/Share
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Social Media Defined
(AKA User Generated Content)
• Content created by anyone -
publishing and broadcasting democracy
• Sociology + Technology: (one-to-many)
Transforming monologue
into dialog (many-to-many)
From: http://en.wikipedia.org/wiki/Social_media
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4. This is the first big idea. Along with your
website, product brochures, ads, email blasts,
newsletters, press releases... (monologues),
add a dialog. It accelerates learning on both
...transforms sides and builds trust at a scale not possible
with earlier communication tools.
monologue
into dialog...
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Also see: www.MyStarbucksIdea.com,
Idea 4: Dialog Your Products... www.ideastorm.com (Dell) and http://
village.vistage.com/ideas/
An “Idea Exchange” capability is provided by
www.salesforce.com or www.uservoice.com
for $0 - $135/mo. (SFDC Enterprise Edition).
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MyStarbucksIdea.com
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5. Published by “Aniruddh D. Patel”
“Dancing Parrot Leads to of The Neurosciences Institute in
New Scientific Theory” San Diego in the journal “Current
• Dance was believed to be a uniquely human ability
Biology” on May 26, 2009.
• Researchers studied roughly 1,000 dancing
animal videos
• Parrots and elephants can dance
• These animals also mimic sounds
• Theory: Brain circuitry for dancing enables
intentional vocalization (language acquisition)
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Social Media accelerates learning if we can
focus narrowly on information relevant to our
businesses.
...accelerates
learning....
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So What?
Charles Darwin
“It’s not the strongest
or most intelligent that
survive, but those that
adapt to a
changing environment
most quickly.”
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6. For each idea or web page, note
Idea 5: Learn What They’re Saying the highlighted web address (URL)
at the top.
Ideas:
• Your name
• Company name
• Executives
• Competitors
• Customers
• Prospects
• Industry terms
• Regulatory
• RFPs
•
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Click “Advanced Search” to learn
Idea 5: Learn What They’re Saying the rules (same) for narrowing
Google Searches and/or Alerts.
Focusing: Armstrong -Lance -bik* (bike, biking, ...)
flooring OR “ceiling tile”
site:.gov site:.edu site:nytimes.com
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On search.twitter.com, click
Idea 6: Learn What They’re “Thinking” “Advanced Search” to learn the
(twitter is the next best thing to having ESP)
rules for narrowing searches.
“back pain” near:15022 within:50mi
ESP - Extra Sensory Perception
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7. An example of “email unsubscribe” with PIE.
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"Blog" is the shortened form of the
Blogging Defined term “web log”. Discover best
(Social Media in “Text” Form)
practices in blogging at
• A weblog is a type www.problogger.net
of website with
regular entries of
commentary, events,
graphics, audio
and/or video
• Editing, not HTML
or programming
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Use technorati.com to determine
Idea 8: Read a Blog and Comment
(Find your favorites using the search engine built for blogs) the influence of various bloggers.
Youʼll find blogs valuable in your
job and career. Connecting with
others who share your interests
can be incredibly engaging.
Comment to increase visibility and
improve SEO!
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8. Note the “Authority” rating: 1-1000 (higher is
better).
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Comment to Create Visibility
• Generates direct traffic
• Enhances SEO*
* - Search Engine Optimization (“findability”) - Google values links from high quality sites. 23
Idea 10: Write a Blog
• The key question (for every social media initiative):
“How do we create value for our audience?”
• Educate... alert... entertain... inspire... vet/share
• Work to your experience and expertise
• Positions you/your company as builds trust
leader; improves your visibility;
a thought-
• Focus narrowly and post regularly
• Recommended platform: www.wordpress.com
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9. Example: Boeing Blog Randyʼs Journal at Boeing Blogs. Itʼs about
quality, not quantity. Randy targets people
who buy (not fly) Boeing planes. These are
the right 5,000 readers.
• 5,000 to 10,000 unique readers per month 25
Be sure to include people and videos/
photographs in your blog. People want to
connect with people, not faceless
corporations.
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10. socialmediagovernance.com - find a company
or policy that you admire and update your
employee handbook to account for a world of
social media.
Idea 12: Establish A Social Media Policy 28
Access Telstraʼs full training video on my blog
here: http://davenelsen.wordpress.com/
2010/01/05/ye2009bestof/
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Social Media:
Powerful New Tools to Connect
Dialog
Learning
Participation
Opt in
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11. Social Networking Defined
• Online communities of people
who share interests or activities
• Multiple methods to connect, comm-
unicate, and share information
From: http://en.wikipedia.org/wiki/Social_networking
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Selected Social Networking Applications
43.6 million* friends 128 million* friends
16.4 million* professionals 1,000,000+ groups
Idea 13 - Join a Social Network
* - January 2011 unique visitors (compete.com)
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www.compete.com and www.alexa.com
Idea 14a: Compare Your Traffic to Competitors’ provide data on any website, blog, etc. Be
sure to install “Google Analytics” on your own
site for additional data on whatʼs happening
there.
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12. Facebook zoomed when MySpace hit the
Facebook or MySpace? wall. Compare your own website (or blog) to
your competitorsʼ.
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• Open access: even for non-members
• Indexed by Google 35
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13. 37
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Now thatʼs a compelling “value creation”
strategy!
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14. Idea 16 - Create a Facebook Page
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www.Linkedin.com - The professionalʼs social
network: Google for finding people!
January 2011: 16.4 million active users
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me you
me you
me you
0 0X
85
0X
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15. 43
Notice the large number of “2nd Connections”
as well as the presence of “Group Members”.
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LinkedIn...
Use LinkedIn to discover whoʼs connected to
whom, then connect IRL - “In Real Life”, rather
than depending upon LinkedIn alone.
me you <20%
me you <4%
me you <1%
•Great for discovering relationships;
poor for actually connecting
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16. www.Ning.com: A full-featured social network
for your singular purpose, such as connecting
employees in a closed, secure network. Plans
start at $2.95 per month.
• Forum, blog, news, documents, videos, RSS...
• Open or closed groups 46
No programming required; just drag & drop.
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Create your own open or closed social
network at www.ning.com
• A fully-customized
public or private
social network
where you’re
in control!
Idea 18 - Start Your Own Ning Group 48

17. Idea 18 - Start Your Own Ning Group
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Use www.crowdspring.com or www.
99designs.com to “crowdsource” any design.
Use guru.com or www.elance.com for coding /
implementation (for example, for your website
or iPhone app). Use www.mturk.com to
execute any Human Intelligence Task (HIT).
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18. Idea 19 - Crowdsource your next design project 52
Situation: You’re George Write, BlendTec Marketing Director
• You sell primarily commercial blenders (B2B)
• Production capacity for 5X current sales
• Almost no marketing budget
• No money for
“talent”
• In a deep
recession
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Idea 20 - Use YouTube for
demos & customer testimonials
www.willitblend.com 54

19. Thank you!
Dave Nelsen
We Socialize;You Capitalize
TM
Dave@WeSocialize.biz
412-779-2788 (m)
@davenelsen (Twitter)
www.WeSocialize.biz (website & blog)
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