Presentation as given at the Harvard Business School Association event "Social Networking for Grownups." Description: You've heard about using social media to develop your personal brand. Maybe you've even dabbled a bit in Twitter, Facebook, LinkedIn, or the "blogosphere" at large. But how do you go from there to building relationships?

1. 1 social networking for grownups 01.25.10

2. 2 http://about.me/miketrap

3. agenda 3 ideas 5 steps 3

4. good business is personal. 4

5. net′•work•ing– a process, common among the unemployed, of inviting people who can hire you to lunch. 5

6. “If all of Coke’s plants were burned to the ground, if every one of its employees were to quit, if all of its retail distribution was lost to competitors, if every single remaining tangible asset was sold, the person who owned the rights to the Coke name and trademark could go to any bank in the world… and borrow money to completely rebuild the company.” Brand Aid Brad VanAuken 6

7. A “Brand” is not the stimulus… …but the collective emotional response. 7

9. lives in the hearts and minds of others

10. at least aware of you, top-of-mind

11. hopefully positively predisposed to you

12. ideally eager to help you8

13. 9 “Some day, and that day may never come, I would like to call upon you to do a service in return…”

15. spend an hour every week

16. help. answer a question.

17. make an intro. have coffee.

18. add value, for someone else10

19. 3 ideas good business is personal. think brand, not network. serve others, serve yourself. 11

20. agenda 3 ideas 5 steps 12

21. social marketing to the uninitiated… 13

22. 14 …and to the enlightened. “Social media is like a cocktail party...”

23. headspace good posture. 15

24. promise of social media Scalable Intimacy More intimate relationships than are possible through broadcast media, at sufficient scale to impact the enterprise. 16

25. social networking for grownups 17 5. engage active outreach & participation 4. contribute develop original content 3. curate cull third-party content 2. listen monitor the conversation 1. show up establish a presence

27. connect your address book

28. get recommended

29. participate in groups

30. help people whenever possible18

31. 19

33. find it on the web

34. aggregate it into an RSS feeder

35. identify the smartest participants

36. begin to develop your own perspective20

37. the plumbing 21 http://tinyurl.com/contenthub

38. 22 http://www.feedly.com

40. get the “share on LinkedIn” button

41. use your listening station to find worthwhile content

42. share it with your network23

43. 24 http://scalableintimacy.com/how-to-get-started-on-twitter/

44. 25

46. start a simple blog

47. Tumblr, Posterous, Wordpress…

48. write something relevant and useful

49. react authentically to someone else

50. promote through LinkedIn, Twitter, etc.26

51. 27 http://tumblr.com

53. pull in your LinkedIn, Twitter, even facebook

54. create search words on your specialty

55. engage with people who use them

56. curate, create, interact – in real time

57. extend relationships to the real world28

58. 29 http://hootsuite.com

59. social networking for grownups 30 5. engage active outreach & participation 4. contribute develop original content 3. curate cull third-party content 2. listen monitor the conversation 1. show up establish a presence

60. not rocket surgery, folks. decide who you’re talking to. listen to learn how you can help them. deliver content that does so. build a relationship over time. ask for what you want. 31

61. social marketing is social 32

62. 33 http://about.me/miketrap

63. Holland-Mark is a strategic marketing firm focused on helping brands win by becoming imperative to their customers and prospects. thank you. 34