The document discusses strategies for using social media and building relationships online. It provides tips for publishers to share their ideas and creations with the world through channels like websites, blogs, Facebook, Twitter, and YouTube. It also discusses the importance of engaging in two-way conversations rather than one-way broadcasts, and establishing trust and transparency with connections as the new culture is more open and participatory. Some specific relationship building strategies mentioned include becoming a helpful connector, adding value to others, focusing social efforts to a central hub, giving to receive, building social capital before needing it, personal branding, and being an interesting person with unique experiences and content to share.

1. and to publish
your creations
instantly to
the world
You can publish your
ideas to the world

2. “Hij praat veel maar hij zegt nooit wat!”
The Dutch

3. Clients
• I need a website
• I need to be on …
• The Twitter
• Facebook
• YouTube

4. Begin With Why
• Expectations?
• Goals?
• Messaging?

5. Begin With Why
• Profound Postulates?
• Witty sayings?
• Pictures of food?
• Change the world?

8. and to publish
your creations
instantly to
the world
You can publish your
ideas to the world

9. Shifting from 1-way blasts in
traditional channels
TV
Magazines
Newspapers
Radio
Direct Mail
Seminars
Newsletters

10. joining multi-way conversations in
new channels can be heady stuff for
businesses to grasp

11. But today, you have to be seen as
human to be real and trusted

12. Trust is the most valuable thing in
business ...and the hardest to win

13. The new web is a web of connected
people, not just pages
You
Family
Friends
Customers
Employees
Management
Co-Workers

14. with a new open and transparent
participation culture
(i.e. 150,000+ active contributors on Wikipedia)

15. New tools simply help efficiently
initiate, expand, develop and manage
relationships

17. Focus social efforts to a central hub

21. Give In Order to
Receive
• Don’t Keep Score
• How Can I HelpYou?
• Avoid,“What’s in it for me?”

22. Build It BeforeYou
Need It
• Build when you have something to offer
• Deposits first, then withdrawals

23. Build & BroadcastYour
Brand
• Personal Branding Message
• Great Brands - Nordstrom, Amazon,
Starbucks, Microsoft,T-Mobile
• Personal Website or Blog
• GAP Method

24. GAP Method
• Genuine
• Accurate
• Positive

25. Social Arbitrage
• Become a connector
• Add value to / for someone else
• Become a Knowledge Broker

26. Social Arbitrage
• REAL POWER COMES FROM BEING
INDISPENSABLE. INDISPENSABILITY
COMES FROM BEING A
SWITCHBOARD, PARCELING OUT AS
MUCH INFORMATION, CONTACTS,
AND GOODWILL TO AS MANY
PEOPLE – IN AS MANY DIFFERENT
WORLDS – AS POSSIBLE.

27. Be Interesting
• Be a person of content
• Stay on the cutting edge, out front
• Always learn
• Unusual experiences

28. Became a widower
Wardrobe change
Dated online
Got married
Economic downturn
Co-founded a startup
Web & Enterprise 2.0
Eldest is a 16-year old girl
Incredible experiences
My Last 5 Years