“freshly brewed marketing”
An Introduction to Social
This is all about connecting
with each other as real people.
connection, & knowledge
about each other.
Social networking is a TOOL.
Have you learned something useful
or important about a friend on
Facebook, LinkedIn, Blogging?
Technology is a Tool
Just like anything else, a tool
is only as good as the ways
in which you use it
Today, what is the tool?
What Is Social Media?
The Term “Social Media” refers to online tools (web sites) that
depend on user contributions and interactions between people to
build shared meaning and value.
Social Media Is:
Participatory: It blurs the line between media and audience.
Open and Democratic: Everyone has a voice. For this reason
content is seen as authentic and trustworthy, coming from a
Conversational: Two (or more) way conversation between people
rather than one-way broadcast from an institution
Communal: Supports formation, growth and strength of
communities around a particular shared interest.
Connected: Thrives on being connected, making use of links to
other sites, resources and people, rather than being territorial
and proprietary. Facebook is especially successful because it is
so “sticky”, meaning users come back to the site frequently.
Social Media is fundamentally changing the way
people relate to one another, and provides not just new
opportunities, but new norms for relationship building
and doing business.
Volume, Viral, and Personal
Social Media Revolution
Social Media is fundamentally changing the way people relate to
one another, and provides not just new opportunities, but new norms
for relationship building and doing business.
Social Capital is the
value of the
between and among
social networks for
Builds a community
with customers, staff
If you are in the
this is one of your
most powerful tools.
customers to each
other, and staff
listening to what’s
happening in their
•All great relationships are built on trust and
increase your social capital.
•Use the web to:
•improve your reputation
Building a Listening Station
Monitor web activity for you, your company, your products/services and
Set up a Gmail account to get access to free Google applications
Use www.google.com/reader as your listening station
Use www.technorati.com to search (Type your name/company/product/competitors
in quotes into the search bar. On the results page, right-click on orange RRS button/copy-link
Paste what you copied into Google Reader (Just click the blue plus [+] button.)
Search here too:
Label ‘me’ and ‘them’ (for your competition) to help you sort
Answer Questions on Your Blog
Have a blog yet? Remember authorities don’t just talk, they write. If you don’t
want to customize, host and do all the heavy lifting, go to www.blogger.com or
Answer Questions on Your Blog -
Get Credit More Than Once
1. What subjects will help you build content? (Write about something
that’s helpful to others.)
2. Look around you on ‘Yahoo! Answers’ & ‘LinkedIn.com’ for
questions you can answer about your topic. (Write simply. Don’t use
jargon. Use stories and metaphors, and learn a bit about copywriting . See
Copyblogger.com for tips. Don’t talk about your own product all the time.)
3. Check out other blogs about your subject to see what the hot
4. If you have an opinion, make it known through comments on
those blogs or simply by writing about it yourself. Always give
credit for your ideas, and be humble.
Three Rules for
1.When you treat people well,
they treat you well back. (Don’t
do something to get something
back. Do it because you’re
2.The wider your network, the
easier to get things done.
3.The more personal the
relationship, the more
straightforward you can be.
A Game You Can Make Right
Build a content marketing blog.
Go to an affiliate marketing site like Commission Junction
(cj.com), sign up, and determine what kinds of products you
could write about consistently for some length of time. Build a
blog around those kinds of topics, and use affiliate advertising in
conjunction with your blogging.
Start measuring. Set goals. See how little or how much effort you
can put into each post to deliver revenue.
How to be Human
• Afraid of feeling like a robot?
Remember this new online
world is about relationships, not
• Ask about other people - first.
How are you? What are you
• Understand the culture.
• Promote others 12 times as
much as you promote yourself
and your company.
• Use your picture as your avatar.
How to Make Friends
Imagine you’re at a party. Would you start by trying to sell people
your product? No. Same thing here. First you’d build
Facebook - find your friends and branch out from there. It’s okay
to ‘friend’ people you haven’t met: ‘Hey, Jeremy, Steve talks
about you a lot. I’d love to connect up here.’
Learn about others. Use Twitter’s ‘search’ function, and blogs like
www.technorati.com, blogsearch.google.com, www.alltop.com
Find friends along lines of mutual interests more than any other
If you mess up, remember the three A’s: acknowledge,
apologize, & act.
Share a bit of your personal life in your professional.
Where Do I Belong
Are there groups of people whose ideas are aligned with your
company’s products or services?
Spend some time on Google searching for online communities
that could benefit from using your product.
Think of any search term, then add ‘community’ or ‘network’ to it.
Use Google Blogsearch or Technorati.
Check out Facebook.
Find the Diamonds
Find the online rising stars
within your industry.
• E.g. Want to be the Trust
Agent for the boating
industry? Find the boating
bloggers, the boating video
makers, the active forum
users, and reach out to them.
• Ask for nothing. Just say hi
or that you liked a comment.
• Make yourself known, but
don’t talk about your company
or business goals.
Make an Impact. Leave Comments,
Don’t spam those who have ideas about your products or
services. Here are some examples of ‘good’ comments to leave
on a blog:
Leave your name and, if important, the company name, but don’t
be spammy about it
Comment on stories and pieces that relate to your industry,
product or service
Don’t explicitly mention or link to your stuff, even if it’s pertinent –
at least for a few comments
Be yourself, which is to say, “be one of us”
Make an Impact. Leave Comments,
Make sure you’re actually adding some value to the post and not
just saying , “Hey, nice post.”
See what others’ are saying with www.backtype.com and use it
as a guide.
Leave 10 comments today and then 10 tomorrow, even if some
are just thank-you notes. They’ll quickly become a staple of your
daily online activities, and reading what others say will help you
develop your own ideas as well as leave an impression on those
who follow you.
You’ll start to become more memorable and maybe even make a
Dust off your LinkedIn.com profile. Refresh it and start
connecting to potential
business partners, prospects, and friends. Here are some first
Rewrite your profile to highlight your current capabilities and
Add a candid (versus stuffy corporate) head shot
Start finding colleagues and connecting
Solicit connections on your less formal networks, like Facebook,
Twitter, or the newer networks