What are my needs in term of communication and how can I satisfy them? Landscape, starting from Cluetrain Manifesto and going through some definitions (Social media, in comparison with industrial media, social networks, networked publics).
How to create an effective message: my benefits, why customize and fix, usefulness of groups and habits, the importance of immediacy and schedule, the use of different communication techniques.
Finally we outline which rules are essential:• Conversational and listening rules • Blurring of public and private• Storytelling • Objectives, and how everything is summarized in the editorial plan.
Course program1. Italian Startups2. Set up a startup in Italy3. Ive got an idea. And now?4. Value analysis5. Business model6. Communicate, communicate, communicate7. Being net8. Find your market9. Funding: venture capital, business angel and otherways of financing10. Pitch
Todays table of content1.Needs2.Landscape3.Effective message4.Rules of engagement5.Editorial plan
Business model: quick recapDuring last lesson we discussed what is a businessmodel and how fulfill a business model canvas,looking into each part:1.Value proposition2.Customer segments3.Channels4.Customer relationship5.Revenue streams6.Key resources7.Key partner8.Key activities9.Cost structure
Business model: quick recapThen we detailed some wellknown companies businessmodel:• Coca Cola (glass bottle!)• Financial Times• LinkedIn• Groupon• Twitter• Facebook• Blockbuster• Google
Business model: quick recapIn the end we touched community business model(geographically based, professional and onlinecommunities) and what is a business plan and how isdiverse from a business model.
Discuss & test my idea[mini]marketing approach to Rich Aberman’s “How to(In)validate Your Startup Idea”http://www.youtube.com/watch?v=hZ0s1gbMlcIhttp://blog.wepay.com/2010/12/17/how-to-invalidate-your-startup-idea/
Where are we?"A powerful global conversation has begun. Through theInternet, people are discovering and inventing new ways toshare relevant knowledge with blinding speed. As a directresult, markets are getting smarter—and getting smarterfaster than most companies."Cluetrain Manifesto, 1999http://en.wikipedia.org/wiki/Cluetrain_Manifesto
Social Vs industrial mediaSome parameters:1.Reach: global audience2.Accessibility: government or corporate (privatelyowned)/generally available to the public at little or no cost3.Usability: specialized skills and training/anyone with accesscan operate the means of social media production4.Immediacy: instantaneous, days, weeks, or evenmonths/instantaneous5.Permanence: cannot be altered/can be altered almostinstantaneously by comments or editinghttp://en.wikipedia.org/wiki/Social_media
Social mediaOnline technologies and practices that people use to sharetext, image, video and audio.Andreas Kaplan and Michael Haenlein define social media as"a group of Internet-based applications that build on theideological and technological foundations of Web 2.0, and thatallow the creation and exchange of user-generated content."They represent a change in how people learn, read and shareinformation and contents: a blend between sociology andtechnology takes place and it tranforms a monologue (1-to-many) into a dialogue (many-to-many) and information resultdemocratized, transforming persons from users to editors.
Social networkDanah Boyd and Nicole Ellison define a social network as "aweb-based services that allow individuals to1.construct a public or semi-public profile within a boundedsystem,2.articulate a list of other users with whom they share aconnection, and3.view and traverse their list of connections and those madeby others within the system.The nature and nomenclature of these connections may varyfrom site to site.”http://jcmc.indiana.edu/vol13/issue1/boyd.ellison.html
Networked publics/1According to Danah Boyd, social network sites can beunderstood as networked publics which are simultaneously• the space constructed through networked technologies and• the imagined community that emerges as a result of theintersection of people, technology, and practicehttp://www.danah.org/papers/TakenOutOfContext.pdf
Networked publics/2Four properties:1. persistence2. searchability3. replicability4. scalabilityThree dynamics:• invisible audiences• collapsed contexts• the blurring of public and privatehttp://www.danah.org/papers/TakenOutOfContext.pdf
Why?If I write in a well-aimed and simple manner, I canobtain a double effect since:• my contents are shared by my followers and canreach a wider audience• my pagerank, and generally the presence of mybrand on search engines, will increase
CustomizingPages and profiles should always be customized andcomplete, since theyre my public presentation.I need to include at least:• a photo (my logo?)• a cover image• some information about me/my company.
FixingI can always modify my post: if (when!) I discover anerror, I must fix it as soon as possible.Besides, remember to add "content" to your posts, byincluding your opinion/doubts and not just publishinguseful links.
ContinuityTry to publish fresh news at least once a day......but not too often.Information overflow is a problem!
GroupsJoin groups, since there you may:•Find useful info•Take part in discussions•Find customers/partners/etc.Dont use groups ONLY as an adverting place,spamming is unfair (and often backfires).
HabitsLearn local habits and adopt them, or help in creatingnew habits.Such as...• Friday on Twitter is Follow Friday #FF.• Thursday on Google+ is the moment to shareinteresting circles.
ImmediacyTry to create immediate content: text and images arequick, few videos are ok, watch out for external links.
Time & dayDuring early morning and after dinner the onlineinformation flow is lower: Ive more chance that mymessage reach my public.For the same reason, Sunday is a great moment forpublishing new contents.But, mind!...
Time & day /2...That is not always true!Some social media (Reddit, Friendfeed) rely on wordof mouth to keep the focus on a news piece.If you write when too few people is there to read and“up” your post, it will fade out quickly.Be aware that some websites have more public during the workinghours, some are more active in the night, some are morecontinuous (especially if they have a worldwide community).
ConcisePay attention to lenght!The message should be clear but not too long.Length is related to which medium Im using.•Twitter: 140 chars•Facebook: Few lines•Blog: Few paragraphs•Newspaper: Few pages
DiversifyingRemember that you can use as many ways ofcommunicating as possible: beyond text/image/video,you can involve people with photo galleries and polls.In some settings, sound, lights and movement aregreat attention catalysts.Think of Steve Jobs Keynotes!
URL shortenerBetter avoided.With a visible link, the user knows what to expectonce he clicks.If they are really needed, use an URL shortener thatallows to give a custom name to your links.Consider that some security systems blocks URLshorteners and redirects in order to prevent malwareexploits.
Basic assumption"Markets are Conversations"Cluetrain Manifesto, 1999http://en.wikipedia.org/wiki/Cluetrain_manifesto
ConversatingJoin the conversations and answer to comments.As in many other environments, on Social Networks it iscritical to listen!
ListeningListening is not only a matter of courtesy, but a powerfulinstrument that can let you:• Discover the environment and its opinion leaders• Measure the “sentiment” of a brand/product and itscompetitors• Improve the management of communication, especially onsocial media• Enhance CRM
RolesPresent yourself with an official profile whenever needed.If you want a more direct and involving communication, set upsome personal profiles for your key figures.Human relations are more pleasant and well received.
RulesExternalRules of engagement for my readers• Moderation• Etiquette• Stay in topicInternal• Your communication must be uniform• Decide who decides what• Keep a regular schedule• Make clear who should answer
SpreadingThe channels I oversee (not necessarily the channels I own)must be advertised and the word spread: on your website,newsletters and events.Linking a company profile to a “person” (true or fake) profilecould be a plus.Your employees/partners could be your best presentation.
Press releaseInclude your social channels in the press releases!(mostly FB and Twitter)Text should be thought out to be shared, too.
ObjectivesTo make measured evaluations, you need targets:• Increase the number of followers• Increase the daily interactions• Increase the percentage of readers coming to the websitefrom Social Networks• Increase the number of subscribers coming from SNs
Tecniques• Observe and copy what you think interesting• Answer. At least once a day. Readers must not always bethe first to interact, must they?• Sometimes, share informations not strictly correlated to yourbusiness• Be personal, impersonal is not sexy• Keep in mind that a question mark every now and then isimportant.
StorytellingUse SNs to tell stories, not only the core of your business.If you set up an event, tell something about it, its background,challenges, successes etc.Create expectations (and meet them).Narrate the everyday life of the company: a photo of the team,a personal touch...
Get a plan!To make a good plan, you need:1. Analysis2. Strategy3. Action3bis. Luck!
AnalysisIs anyone talking about me online?Where? How?(is the presence on that channel worthy?)What do my competitors do?What they do well?What can I learn from them?
StrategyWhat channel I decided to oversee?What are the targets for each channel?BE SMART (Specific, Measurable, Attainable, Relevant,Timed)
ActionsActions must not be unrelated from each other.Integration is the word: newsletter, websites, events, all theways of communications must be coordinated.
One last wordSocial media are a marketing tool (too).