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Charting the Social Media Landscape:

A Roadmap for Business Success

Presented byEllen Petry Leanse

International Foodservice Editorial Council Monday, November 3, 2008

Hi. I’m Ellen.

Charting the Social Media Landscape 2

Hi. I’m Ellen.


Hi. I’m Ellen.


Hi. I’m Ellen.


Hi. I’m Ellen.


Hi. I’m Ellen.


Hi. I’m Ellen.


Hi. I’m Ellen.


Hi. I’m Ellen.


Hi. I’m Ellen.


Hi. I’m Ellen.


Even though we haven’t met, my online presence helps you learn a lot about me.

This is true whether I take control of that or not. “Online presence happens.”

Everything I do online, I must do with a mind to permanence, privacy and personal branding.

All of this can work against you, not work at all, or work for you, in ways more relevant to your business than you might have imagined.

Let’s take a look at how.


1. Online Presence Happens.






This isn’t new.

If the “online world” is our new village, social technologies continue in a timeless human tradition of finding better ways to communicate.



This isn’t new.




This isn’t new.




Bigger and Better than Ever.

The “grid” created by social technologies extends our reach and allows us to create connections and affinity circles more accurately and expansively than ever before.



Bigger and Better than Ever.

And it allows us to “amplify” the impact of our actions across larger groups and communities that have been practically available to us before.

2. What are these Technologies?










no business in known historyhas grown as quickly as Facebook



100 million users…and counting

has grown by up to 250,000 members/day

that’s10,000 per hour

… or173 per minute

Facebook alone has…



how many of those are

your customers?



groundbreaking overwhelming

remove friction from the way I do businessbest technology tools ever make me feel left behind powerful

impossible to navigateable to outpace traditional media

how will I get access?



how will you ever

find your way?

3. Charting the Social Media Landscape


a. Accept that it is too big to resist. b. Acknowledge that it has an inarguable impact on

your business. If you are not embracing social media, your competitor is.

c. Know that you are in good company: businesses of all sizes are shifting resources from traditional to social media.

d. If you can’t beat ‘em, join ‘em.



Break Social Media down into bite-sized portions.

Create a plan.



Break Social Media down into bite-sized portions.

1. Blogging2. Blasting3. Building community



1. Blogging.

1) (per Wikipedia): Contraction of the term “Web log.” A Web site, usually maintained by an individual, with regular entries of commentary, descriptions of events, or other material such as graphics or video.

2) On-line publishing of content focused on personal expertise, opinions, or information, with the goal of engaging an audience and encouraging conversation.

3) A low-cost and relatively easy way to establish your online presence and begin generating and sharing content that can showcase your professional expertise.



2. Blasting.

1) “Microblogging,” or using short-format mini-posts to frequently send short messages, often containing urls, to established audiences, with the hope of a “ripple effect” allowing larger audiences to notice, join in.

2) Commenting, or establishing a conversational presence on existing high-reach online media (specifically, blogs or social media sites) in order to gain visibility to new audiences through the network effect

2) Works best when used to point interested parties to a “consolidator,” such as your own Web site, blog, social network profile, which should then, in turn, showcase the mix of your various online personas



2. Building community.

1) Establishing yourself as a trusted source through creating and curating a central online presence on a dedicated Web site, blog, or (increasingly) social networking site.

2) By definition: intentional, conversational, open and respectful.

2) As central to business success as any real-world network…and as important to build carefully, maintain equitably, and view with the long term in mind.



4. Let’s take a look.

1) “Tour de Blog”

2) Twitter, FriendFeed, Statuses and more.

2) Social media in action.



DEMO



a. Choose a few. Choose wisely.

1) One blog action plan: even if it is not to blog.

2) One way of blasting….but an ongoing commitment.

2) One committed, curated, long-term social media presence (or maybe two if one of them is LinkedIn).

3) Embrace the power of “Ignore.”

4. Succeeding in Social Media


b. Trust the long-term horizon.

1) Start with one thing. Build the foundation until you feel comfortable.

2) Schedule time for research, digging, mastering the tools.

2) Work with a buddy and compare notes, introductions.

3) Keep a chart to track your progress.



c. Establish expertise and build trust.

1) Share your passion. Showcase things you know and love.

2) Ask questions. Offer responses.

2) Remember that you are building relationships.

3) Honor and build your personal brand.



d. Stay committed to the course.

1) Be patient. If you build it, it WILL come.

2) “Cross-train” your real world and online activities.

2) Build relationships with visible gives, takes, and acknowledgements.

3) Build long-term value.



e. Reap, share and renew the benefits.

1) Mobilize your networks when you need them: for building visibility, reaching out into their communities.

2) Only ask people to do what you would be willing to do yourself.

2) Become a trusted source for information and resources beyond your subject matter expertise…be generous.

3) Show appreciation, say thanks…and why not make it visible?



f. Work with a buddy…or a few.

1) Consider a new way of collaborating rather than competing.

2) Form a strong “grid” of your own as your foundation.

2) Remember the value of community. Build yours and contribute to others.

3) Look around you. Maybe you can get started today.



f. Why not get started?

1) Manage time…but don’t be surprised if you get pulled in.

2) Use the fun you’re having to help build your business. Learn the ropes and then put them to use to strengthen your online presence.

2) How can what you’re discovering on social media translate to the real world?

3) Integrate, invest and enjoy.

5. One more thing.


a. Social media builds competitive advantage.

1) Business is changing. The groundswell of social networking is a sign of and a catalyst to huge changes in the way we work.

2) Business is increasingly distributed, collaborative, and social.

2) Business will move away from office-bound desktops, servers, landlines and meeting rooms and into virtual workspaces.

3) Business in the cloud will favor those who know how. Small steps will build momentum as changes occur.

Technology

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