The document discusses best practices for using social media to build relationships. It recommends listening first by setting up accounts, keywords, and feeds to follow conversations. Then look for ways to add value through meaningful comments. Focus on building trust and sharing insights over time rather than one-time promotions. Listening is important for the whole organization to learn how they can best engage and support others in conversations online.

1. Tuesday Sept 22, 2009 Rebecca Krause-Hardie AudienceWorks.com Blog arts.typepad.com Email krause@moonroad.com

2. Our Plan For This Session Why are you here today? A few core ideas about Social Media Social Media Conversation - Best Practices How to Find & Join Conversations On-Line: Q &A as we go along Don’t miss the 2nd session this afternoon “ Got Facebook – Now What?”

3. What is it about social media that works so well? It’s the passion & authenticity It’s about your relationships It’s about being real… It’s about transparency It’s about … “just doing it!” for example …

4. Like This Dance Video with 20 million views!

5. SO YOU THINK YOU CAN DANCE

6. Old Model of Communication One to Many Monologues My Org The same message to many recipients

7. Here’s the New Model of Communication

8. When we do, here’s what happens … Many to Many … Networked Conversations My Org

9. Social Media is all about building and sustaining relationships Personal Relationships that are informed by mutual awareness, trust, transparency, understanding, value and responsiveness

10. Why should you invest in these networked personal relationships? Personal Referrals close at 75% Direct Mail Push Marketing 2-4% What’s the value of those relationships? The power is both positive and negative

11. What are the core attributes of relationships? Flickr attribution Amit Gupta

12. trusting Flickr attribution opxphile

13. sharing Flickr attribution Andy Woo

14. being responsive Flickr attribution ClickFlashPhotos

15. valuing each other Flickr attribution avriette

16. even, OMG … giving away control! Flickr attribution kitchenkam The reason most organizations persist in their push marketing monologues with their patrons; they want to stay in control . All they give up … is turning their passionate patrons into powerful viral marketing machines … who will happily do it for free

17. The Currency of Social Capital Resources that we mutually invest in our human relationships, accumulate over time … becoming the basis of friendship Sharing Trusting Valuing Supporting Responding Note: It’s never about price. It’s about delivering sustained value … over time

18. Conversations are happening everywhere! Your job is to listen, join them … and add value My Org

19. Conversations happen everywhere twitter My Org facebook blogs twitter

21. The Listening Plan Set up accounts Set up and test keywords Subscribe to feeds Refine our searches Share what we learn Do something with it

22. The Conversation Path Now, what do we need to get started?

24. Motivation & Intention “ Remember the motivation , I don't comment-because I want traffic. I comment because I have something meaningful to add to the conversation and I care about the topic. (Sploggers a/k/a spam bloggers comment to get traffic to their blog. Bloggers comment to converse.)"

25. Listening

26. Having a common language - understanding Listen before you leap… Be sensitive to the culture and context, and feeling of the community you are engaging with.

28. Having a common language - understanding “ it is the matter of making assumptions, familiarity and respect, ethnocentrism (or technocentrism), and the matter of responsibility ” Chris Heuer

29. Being Responsible and Making it Safe: The Magic Vest! “ I wore a vest that identified me as a staff person. It was blue. It was polyester. And It was a magic vest. “ What made it magic? When I slipped on the vest, I was suddenly identified as someone who was safe for strangers to talk to. Nina Simon

30. Adding Value - Geo-caching What did they say well? What did they miss? Answer questions What are other people saying? How does it apply to you? Imagine what could be done in the future Reflect on your personal experience Ask what if?” “ Read someone's blog post and start a conversation: Before you leave a comment, ask yourself: Beth Kanter

31. Adding Richness Commenting is the life blood of blogging and key to building a community They’re a way to get more minds into the story. They’re a way to annotate someone’s thoughts such that the ideas can take on another dimension. They're a way to establish authority in your content niche How does it apply to you? Beth Kanter

32. Organizational Conversation Philosophy Blogs and Comments get legs … Don’t say anything on the blog that you wouldn’t want your grandmother, board chair, or major donor to read. Dealing with negative comments Having internal agreement about tone, content,etc. Don’t micro-manage the blogger - it needs to have a sense of spontaneity

34. Negativity

35. Supplies - tools

36. Supplies - talking points “ Give your ideas ‘handles’ - If others can take your ideas and run with them, they’re apt to comment on their gratitude, and/or their new variation on what you did. Encouraging that is a great way to build more conversations.” Chris Brogan

37. Supplies - comments are sticky That can be both good and bad.

38. Supplies -Humor

40. Five Words Think about your best friend, now write down 5 words that talk about the quality of your conversations. Do That!

41. Joining Social Media Conversations (Turning the Megaphone Around) We begin by listening (divide up the turf) We think about how we can bring value, based on what we learn is needed We learn web etiquette - by listening to each network’s unique culture & voice We responsively cultivate relationships We learn together & share what we hear Then we jump back in together

42. Where & how we listen is important Culture social sites Google searches Facebook De.licio.us Subscribe to blogs Subscribe to ‘alerts’ Subscribe to ‘feeds’ of keywords For example...

43. Culture Sites: Yelp

44. Culture Sites: Upcoming

45. Culture Sites: Eventful

46. Listening Tactics – Step by Step Set up accounts Set up & test keywords Subscribe to feeds Refine your searches Share what you learn Apply & jump back in

47. These Listening Tools will do much of the work for you Setting up ‘feeds ’ with Google Reader Google alerts Del.icio.us Twitter search Technorati search

48. Google - Aggregator Central

49. Google Reader - Your Dashboard

50. Google Reader

51. Subscribing to blogs

52. Adding a Blog ‘feed’ to Google Reader

53. Google Reader - Setting up Alerts

54. http://www.google.com/alerts

55. http://www.google.com/alerts

56. Google Alert Feeds

57. Google Alerts Feed

58. Test with Google Search

59. Google Dance Blog Search

60. Google Groups

61. Google Groups Search

62. Google Groups City Center: Fall for Dance

63. Subscribe to Group Feeds

64. Using Google PageRank : Do you know who is linking to you?

65. Technorati - Blog Search & Ranking Use the subscribe button to add to your reader Note the authority ranking

66. Subscribing to Technorati Search Feed

67. Del.icio.us Search

68. How many others value this link

69. Find out who else is tracking Dance tags

70. Use Del.icio.us Search - to help you identify keywords (tags)

71. Twitter Search

72. Put your learning to work - together What are you learning? What is the business value to you & to them? Who needs to hear this? How will you respond? Listening is for the entire organization, everyone owns & has a piece of it

73. Fail early and often! (Remember Yoda, “No Try … Just Do”)

74. Next Steps Micro Stuff Spend 30 minutes a day listening, refining your feeds, learning Every day, read 5 posts, read the comments Click on the links for the comments you find interesting, and find out more about those people Look at the blog rolls on blogs you like

75. And remember… It’s all about investing in relationships!

76. Thank You! Rebecca Krause-Hardie Blog arts.typepad.com Email krause @moonroad.com Twitter @arkrausehardie Facebook facebook.com/krausehardie Flickr flickr.com audienceworks Delicious Delicious.com/audienceworks