Harnessing the Power of Social Media for Marketing and Community Outreach

Harnessing the Power of Social Media for Marketing and Community OutreachMiami Dade College Conference Day, March 5th, 2009 Alex de Carvalho

Topics

✤ Introduction

✤ What is Social Media?

✤ Creating Identity and Brand online

✤ Community outreach, engagement ... and marketing

Alex de Carvalho

http://alexdc.org

http://twitter.com/alexdc

StartPR: social media management

- Track your mentions on social networks and on over 100 million blogs

- Annotate and store important posts

- Coordinate responses with colleagues

- Report on mentions and improve blogger relations activity

http://startpr.com

RefreshMiami: new media community

- South Florida’s web and new media community

- Established March 2006

- Over 1,000 members

- Monthly meetups average 100 participants

http://refreshmiami.org

BarCamp Miami: new media conference

- Third web and new media “un”conference

- February 22nd 2009, just before the Future of Web Apps conference

- 806 registered and over 600 participants attended

- Free conference supported by company sponsorships

http://barcampmiami.org

Social Media Club of South Florida

A community for the champions of social media and those seeking to learn

- Expand media literacy

- Share lessons learned

- Adopt industry standards

- Promote ethical practices

http://socialmediaclubsf.org

Topics

✤ Introduction

✤ What is Social Media?

✤ Creating Identity and Brand online

✤ Community outreach, engagement ... and marketing

Graph: GustavoG

social networks sure look like a random mess (and thus a waste of time?) ...

http://www.flickr.com/photos/gustavog/9708628/

Wikipedia is a social media ... let’s look here for a definition

TOOLS for sharing and discussing

Tools Activities

Interaction

socialmedia

ACTIVITIES that integrate technology and social interaction

Tools Activities

Interaction

socialmedia

INTERACTION that builds shared meaning among communities, as people share their stories and experiences

Tools Activities

Interaction

socialmedia

Through social media, people build their online ...

• Presence

• Credibility

• Identity

• Authority

• Reputation

• Influence

Traditional media

NewspapersMagazinesTelevision

RadioBooksCDs

DVDsA box of photos

Physical, paper mail and catalogsYellow Pages

Digital media

CellphonesCompact discDigital video

Digital televisione-bookInternetMinidisc

Video games

Social media

BloggingSocial Networking

WikisBookmarkingPhotosharingCalendaring

TaggingPodcasting

Microblogging

Social media• Traditional media above can’t be changed. A newspaper can’t

magically change its stories

• You can interact with my blog. You can leave a comment.

• You can get some sense of the popularity of my stuff in real time.

• With the “new media” you can look at my archives and see all posts.

• Here on my blog I can mix media. A post could contain text, audio, video, or photos.

• Here on my blog I don’t need to convince a committee to publish.

• The new media is infinite. (time, space, schedule)

• The new media can be syndicated, linked and easily reused.

• The new media can be mashed up with data from other services.

Robert Scoble, http://scobleizer.com/2007/02/16/what-is-social-media/

Topics

✤ Introduction

✤ What is Social Media?

✤ Creating Identity and Brand online

✤ Community outreach, engagement ... and marketing

now let’s talk about ...

Tom Peters said (over 10 yrs ago):

“We are CEOs of our own companies: Me Inc. To be in

business today, our most important job is

to be head marketer for the brand called

You.”

http://www.fastcompany.com/magazine/10/brandyou.html

From Issue 10 | August 1997

there are lots of books on the importance of branding yourself professionally ...

... but very few books (yet) on how to

brand yourself professionally

online

Note: your online identity works for you 24/7

so here’s the deal:

1. what defines you?- write your bio, - select your avatar, - choose a username

2. go where people are

3. connect with people (who share your interests)

4. publish, publish, publish

5. display your activity streams

Axiom #1:

your social profiles online andthe stuff you publish

will attract newconnections and opportunities

oceanmoonfacedesklights

memorize this set of words

count to five

now, name a laundry detergent

ocean

moon

Tidewave Fab

All

Gain

network of associations

Source: Drew Westen, Ph.D., “The Political Brain: The Role of Emotion in Deciding the Fate of the Nation”http://tinyurl.com/bawfff

content

content

Youcontent people

people

people

work on your own network of associations

blog posts

tags

Youphotos

onlinepresence

blogs

socnets

comments

lifestream

video

podcasts

avatars

social profiles

virtualworlds

onlinecommunities

this is how people find you online

1. what defines you?

education

other activities

work experience

hobbies

passions

sports

travelcommunity work

thoughts

relationships

geography

desiresgroupsassociations

(now and in the future)

reputation

pets

so here’s the deal:

1. what defines you?- write your bio, - select your avatar, - choose a username

2. go where people are

3. connect with people (who share your interests)

4. publish, publish, publish

5. display your activity streams

2. Go where people are

Think of it this way. If you are a fisherman you would not fish for the trophy catch in stagnated water.

You would need to go to where there is fresh water.

That's where the fish are.

http://infoworthsharing.com/blog2/2008/06/go_where_the_people_are.html

you mean, yet another social network?

http://www.flickr.com/photos/dbarefoot/1814873464/

think of social networks this way:The Social Media Starfish

Robert Scoble

http://www.briansolis.com/2008/08/introducing-conversation-prism.html

or think of them as a “Conversation Prism”

Brian Solis

so here’s the deal:

1. what defines you?- write your bio, - select your avatar, - choose a username

2. go where people are

3. connect with people (who share your interests)

4. publish, publish, publish

5. display your activity streams

Graph: GustavoG http://www.flickr.com/photos/gustavog/4499404/in/set-113313/

looks pretty random, huh?

Axiom #2:

“People don’t just connect to each other.

They connect through a shared object.”

Jyri Engestrom http://www.zengestrom.com/

“Social Object”

“The services that we love to play with allow

people to socialize around objects”

Flickr YouTube Del.icio.us

Jyri Engestromhttp://www.zengestrom.com/

“Think about objects as the reason why

people get in touch with each other”

Graph: GustavoGhttp://www.flickr.com/photos/gustavog/4499404/in/set-113313

the same social network as before, showing how people have connected by interests

Axiom #3:

People you don’t know well

will you open more doors for you

than your closest friends and family

Mark Granovetter on “weak ties”

✤ Weak social ties account for most of the structure of social networks in society as well as the transmission of information through these networks.

✤ More novel information flows to individuals through weak rather than strong ties.

✤ Because our close friends tend to move in the same circles that we do, the information they receive overlaps considerably with what we already know.

David Armano

http://www.linkedin.com/static?key=application_directory

LinkedIn is a good place to start connecting your social networks to your other professional identity

online, like blogs, slide presentations, etc.

so here’s the deal:

1. what defines you?- write your bio, - select your avatar, - choose a username

2. go where people are

3. connect with people (who share your interests)

4. publish, publish, publish

5. display your activity streams

blogging:content, frequency, pipeline, links

✤ list 20 topics✤ write the articles:

✤ keep them short✤ link to other bloggers✤ include visual media

✤ post the first 5 to 10 at a frequency you determine ... then tell your contacts about your blog

✤ post the next 10 at the same frequency✤ meanwhile, work on the next 20:

always keep drafts in your pipeline!

a few words on writing for the web

✤ most importantly: listen first

✤ say LESS✤ front-load: inverted pyramid✤ clear headlines and headings✤ be factual, not cryptic✤ establish trust✤ use active voice✤ pay attention to netiquette,

culture, tone of voice

✤ you are part of a community✤ people skim so keep it short✤ important content at the top✤ make it easy for people✤ unless it’s fiction✤ provide context✤ passive voice is to be avoided✤ be gracious

it’s not so hard to cut through the clutter

some corporations and media on WordPress

• link to your own and to others’ content

• make it easy for others to contact you

don’t forget to:

what about protecting my own content?

what about using (embedding, quoting, reposting) other peoples’ material?

Creative Commons

Share, Remix, Reuse — Legally

Creative Commons provides free tools that let authors, scientists, artists, and educators easily mark their creative work with the freedoms they want it to carry. You can use CC to change your copyright terms from

"All Rights Reserved" to "Some Rights Reserved."

We're a nonprofit organization. Everything we do — including the software we create — is free.

http://creativecommons.org/

so here’s the deal:

1. what defines you?- write your bio, - select your avatar, - choose a username

2. go where people are

3. connect with people (who share your interests)

4. publish, publish, publish

5. display your activity streams

✤ The news feed is another way to keep up with what your friends and contacts are doing - offline as well as online

✤ quick scan, no interaction = low transaction costs

✤ you may find something interesting to do, based on what your friends are doing

✤ you get a better sense about your contacts’ interests and activities

✤ develop your “peripheral vision”

real interaction and communication, or even just “phatic” communication

TextText

✤ your mini-feed provides a snapshot of who you are at any given point in time

✤ it also provides context✤ show your personality✤ manage your privacy

Topics

✤ Introduction

✤ What is Social Media?

✤ Creating Identity and Brand online

✤ Community outreach, engagement ... and marketing

THE ONLINE OBJECTIVE

InfluenceAuthority

Reputation

Credibility

Identity

Presence

Rise to

the t

op

http://www.gapingvoid.com/Moveable_Type/archives/001607.html

Hugh McLeod

Markets are conversations

X is the membrane between your internal conversation, A, and what your customers are talking about, B

http://thoughtnow.blogspot.com/2006/04/nyc-and-automobiles.html

Think of advertising in general

Interruption marketing

How advertisers see us

http://thoughtnow.blogspot.com/2006/04/nyc-and-automobiles.html

Most of advertising is really not that different from ...

... unsolicited commercial messages

advertisers might as well talk to the hand

because we’re besieged by ads!(and not even my cat likes spam)

http://thoughtnow.blogspot.com/2006/04/nyc-and-automobiles.html

do you see the membrane?

break down that wall or membrane between your company and your customers

Jeep’s website

links to social networks on Jeep’s website

http://www.flickr.com/groups/jeepexperience/

active community of Jeep aficionados on Flickr

markets are conversations

Axiom #4:

A brand is the collective consumer concept of a company.

Logos are just brand identification.

Skittles(a brand of candy made by the Mars company)

http://skittles.com

http://www.adweek.com/aw/content_display/news/digital/e3i5dab627a6e5e9f670fe61aa2512a7514?pn=1

Axiom #5

"The biggest challenge is moving away from thinking about [social media] as marketing and PR.

It's about product development, it's about IT.

It's got to cut across all functions of the company."

-Peter KimForrester Research

http://www.slideshare.net/absolutesubzero/community-management

1. Become or hire a community manager1.a) Also, train your colleagues

Intel

Intel will build credibility among the tough-to-impress IT crowd by putting its engineers out front, rather than a media-trained spokesperson.

So far, 150 engineers have been selected to contribute as bloggers on Intel sites and on other tech sites.

-ADWEEK, July 2008

http://www.adweek.com/aw/content_display/news/digital/e3i5dab627a6e5e9f670fe61aa2512a7514?pn=1

2. Listen

Questions:

✤ How do people feel about my brand?

✤ What is being discussed?

✤ Who’s talking?

✤ Are they influential?

✤ Is my marketing working?

✤ Are my products working?

✤ How do we engage in the conversation?

Listen: track your mentions

online brand monitoring / South Florida startuphttp://startpr.com

Listen: monitor your brand(s)

http://startpr.com

What should I track?

✤ Key employees

✤ Company name and URL

✤ Competitors

✤ Product and service names

✤ Brands

✤ Keywords

Listen, then manage and react to conversations

http://startpr.com

You may be amazed at what you’ll find out ...

3. Measure and count individual units, not just agreggate results

Suggested reading

http://www.forrester.com/Groundswell/book.html

Photo credits

attribution for photos not linked on their own slides

✤ cover picture (briefcase) http://www.businessfacilities.com/blog/2007/11/boomers-vs-millenials.html

✤ puppy http://www.flickr.com/photos/klapow/39693385/✤ garfield http://www.flickr.com/photos/pasma/580401331/✤ 70 years of Spam http://www.flickr.com/photos/dok1/2607573904/✤ web 2.0 logos http://www.flickr.com/photos/94291223@N00/122881874/✤ conversation prism http://www.flickr.com/photos/50698336@N00/2735401175/✤ dinner conversation http://www.flickr.com/photos/88543347@N00/80462964/✤ talk to the hand http://www.flickr.com/photos/99757245@N00/2652563248✤ child http://www.flickr.com/photos/40732566596@N01/109538354/✤ hungry fish http://www.flickr.com/photos/75269757@N00/727422407✤ seti http://www.flickr.com/photos/49457106@N00/280789933/✤ attention http://www.flickr.com/photos/69148125@N00/326386880/✤ billboard man http://www.flickr.com/photos/51363629@N00/96643546✤ yeehaw http://www.flickr.com/photos/61654243@N00/444844788/✤ jelly beans http://www.flickr.com/photos/jspad/450848498/✤ community manager http://www.flickr.com/photos/celesteh/397931208/