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Ignite Your Social Media
Philanthrofest Miami Community Engagement Institute, February 8, 2013

                  Alex de Carvalho ● @alexdc ● alex@alexdc.org
Agenda


✤   Intro

✤   Concepts

✤   Implementation

✤   Tips & Tools
I create spaces for individuals,
companies, and brands to connect
I’m just a social
media user ... and not
 a guru, expert, or
      swami*!




   (*The only Suomi
   in me is from my
   Finnish heritage)
Ignite Your Social Media - Philanthrofest presentation
Social Media Club of South Florida
         Established September 2008
         - Over 2,500 members
         - Monthly meetups average 100 participants
         - Expand media literacy
         - Share lessons learned
         - Adopt industry standards
         - Promote ethical practices



     http://facebook.com/groups/SMCSF
Ignite Your Social Media - Philanthrofest presentation
BarCamp Miami



- Web and new media “un”conference

- Over 1,600 have attended five events
- Next one: May 2013




        http://barcampmiami.org
RefreshMiami: new media community


  - South Florida’s largest web and new media community
  - Established March 2006
  - Over 2,500 members
  - Monthly meetups average 150 participants



                http://refreshmiami.org
Ignite Your Social Media - Philanthrofest presentation
Ignite Your Social Media - Philanthrofest presentation
Ignite Your Social Media - Philanthrofest presentation
Ignite Your Social Media - Philanthrofest presentation
Ignite Your Social Media - Philanthrofest presentation
Securing
the Clicks
Network Security
in the Age of
Social Media
Social media is present in your marketing mix




          whether you like it or not
Concepts
Don’t Pitch Me, Bro!
Ignite Your Social Media - Philanthrofest presentation
from Traditional Media ...            ... to Social Media
Institutional Mediation         Distributed Mediation
 • Editing Process               • Self-editing
 • Publishing Process            • Updating, Sharing, Participating
 • Time and Space Constraints    • No Deadlines or Space Limitations
 • Professionals with Degrees    • Amateurs with Time
         Broadcasting                Engaging Communities


  TV                                          Social Networks
                                  Podcasts
 Print                                                            My Blog




 Radio

                                                                Forums
                                     Wikis




   Individual Consumption                Social Consumption
markets are conversations
This is not a conversation
Interruption marketing
Traditional marketers broadcast “crafted” messages
How traditional marketers see us
They keep pitching us!
they might as well talk to the hand
we’re besieged by ads!
... unsolicited commercial messages
Peripheral Vision
Ignite Your Social Media - Philanthrofest presentation
Ignite Your Social Media - Philanthrofest presentation
Ignite Your Social Media - Philanthrofest presentation
Ignite Your Social Media - Philanthrofest presentation
“People don’t just connect to each other.

They connect through a shared object.”
                               -­‐	
  Jyri	
  Engestrom	
  
Ignite Your Social Media - Philanthrofest presentation
Ignite Your Social Media - Philanthrofest presentation
Text
                  Text




“So ... what’s the scuttlebutt?”
We have shared interests



 It’s the reason we speak to each other
 and not someone else
social object
We can create social objects



 The market for shared experiences is
 inexhaustible
Ignite Your Social Media - Philanthrofest presentation
Ignite Your Social Media - Philanthrofest presentation
Ignite Your Social Media - Philanthrofest presentation
Ignite Your Social Media - Philanthrofest presentation
The social object is the reason two
people are talking to each other as
opposed to talking to someone else.
Ignite Your Social Media - Philanthrofest presentation
Implementation
Are you listening?
... Are you listening?

  What are people discussing?

  Who’s doing the talking?

  Is the content accurate?

  What are they passionate about?

  Can you identify relationships and communities?

  Are they meeting up in the real world?
Ignite Your Social Media - Philanthrofest presentation
http://wiki.kenburbary.com/
You’ll be amazed at what you’ll find out ...
Framework for social media implementation


                         Research
                          •  Audit of current state
                          •  Competitive landscape
                          •  Listening & monitoring

                                                             Strategy
     Measurement                                                  •    Planning
       •  Metrics                 Goals                           •    Roadmap
       •  Analysis                                                •    Resources
       •  Optimization                                            •    Policies
                                                                  •    Processes
                         Implementation
                          •    Community management
                          •    Content marketing
                          •    Outreach & engagement
                          •    Marketing & comms support
                          •    Media buys    © Alex de Carvalho
Establish outposts on social networks


      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.
The Social Media Starfish




                           Robert Scoble
90 - 9 - 1 rule of social participation
“In social groups, some people actively participate more than others… Social
               participation tends to follow a 90-9-1 rule where:”
A single user may affect or “infect” many others
When listening, quality counts, not quantity
When quality becomes quantity




                                David Armano
Transform Your Business by Being Remarkable
                Seth Godin
Branding
Lots of cows ...
Become the purple cow
The online objective


                   Influence

                   Authority

                  Reputation

                   Identity

                  Credibility
                                © Alex de Carvalho



                   Presence
Ignite Your Social Media - Philanthrofest presentation
Ignite Your Social Media - Philanthrofest presentation
Content and connection strategies

✤   Find your core and connect

✤   Ask big questions

✤   Open the side door: “The Making Of” & “B-Roll”

✤   It’s about your constituents, not you: provide support

✤   People love a good story

✤   Use outside voices: videos and interviews

✤   Be real and be yourself
Tips & Tools
google.com/alerts
google.com/reader
tweetdeck.com
Ignite Your Social Media - Philanthrofest presentation
bufferapp.com
Ignite Your Social Media - Philanthrofest presentation
Ignite Your Social Media - Philanthrofest presentation
shareaholic.com/
Ignite Your Social Media - Philanthrofest presentation
Ignite Your Social Media - Philanthrofest presentation
Ignite Your Social Media - Philanthrofest presentation
Ignite Your Social Media - Philanthrofest presentation
Ignite Your Social Media - Philanthrofest presentation
scribefire.com
Ignite Your Social Media - Philanthrofest presentation
Ignite Your Social Media - Philanthrofest presentation
Ignite Your Social Media - Philanthrofest presentation
•   Create a Google+ Page
•   Establish Authorship
•   Claim Google Place
•   Get +1’s
Ignite Your Social Media - Philanthrofest presentation
Embrace your inner geek
http://blog.getsatisfaction.com/2011/01/24/community-manager/
Hiring someone or an agency?

✤   Understand demographics
✤   Create a centralized platform
✤   Research the social presence
✤   Research work and brand examples
✤   Find the agency’s employees on Twitter
✤   Search, don’t just screen
✤   Build trust
✤   Allocate time
We can leverage social media to build
real bridges between communities, by:
✤   Engaging people around topics of interest and encouraging them to
    collaborate and to develop communities

✤   Empowering people to use technologies to assist in improving their
    lives

✤   Open sharing of experiences, information and knowledge

✤   Developing cultures of transparency, inclusiveness, and innovation

✤   Localisation: local content creation, local resource distribution, local
    awareness development, local knowledge transfer, local solution
    development
Photo Credits - Creative Commons
✦   Swami http://www.flickr.com/photos/boskizzi/12103933/
✦   Marketing mix http://www.flickr.com/photos/luc/1824234195/
✦   Birsay cow http://www.flickr.com/photos/jamesm/1074197357/
✦   Country living http://www.flickr.com/photos/sentrawoods/3473586209/
✦   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/
✦   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/
✦   community manager http://www.flickr.com/photos/celesteh/397931208/
✦   volume http://www.flickr.com/photos/john/10196037/
✦   india water http://www.flickr.com/photos/t4deux/3442829950/
✦   pickup game - basketball http://www.flickr.com/photos/robinzeggs/141674593
✦   jellybeans http://www.flickr.com/photos/jspad/450848498/

✦   Any omissions in attribution are unintentional and will be fixed if and when they’re pointed out
Ignite Your Social Media
Philanthrofest Miami Community Engagement Institute, February 8, 2013

                  Alex de Carvalho ● @alexdc ● alex@alexdc.org

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Ignite Your Social Media - Philanthrofest presentation

  • 1. Ignite Your Social Media Philanthrofest Miami Community Engagement Institute, February 8, 2013 Alex de Carvalho ● @alexdc ● alex@alexdc.org
  • 2. Agenda ✤ Intro ✤ Concepts ✤ Implementation ✤ Tips & Tools
  • 3. I create spaces for individuals, companies, and brands to connect
  • 4. I’m just a social media user ... and not a guru, expert, or swami*! (*The only Suomi in me is from my Finnish heritage)
  • 6. Social Media Club of South Florida Established September 2008 - Over 2,500 members - Monthly meetups average 100 participants - Expand media literacy - Share lessons learned - Adopt industry standards - Promote ethical practices http://facebook.com/groups/SMCSF
  • 8. BarCamp Miami - Web and new media “un”conference - Over 1,600 have attended five events - Next one: May 2013 http://barcampmiami.org
  • 9. RefreshMiami: new media community - South Florida’s largest web and new media community - Established March 2006 - Over 2,500 members - Monthly meetups average 150 participants http://refreshmiami.org
  • 15. Securing the Clicks Network Security in the Age of Social Media
  • 16. Social media is present in your marketing mix whether you like it or not
  • 20. from Traditional Media ... ... to Social Media Institutional Mediation Distributed Mediation • Editing Process • Self-editing • Publishing Process • Updating, Sharing, Participating • Time and Space Constraints • No Deadlines or Space Limitations • Professionals with Degrees • Amateurs with Time Broadcasting Engaging Communities TV Social Networks Podcasts Print My Blog Radio Forums Wikis Individual Consumption Social Consumption
  • 22. This is not a conversation
  • 24. Traditional marketers broadcast “crafted” messages
  • 27. they might as well talk to the hand
  • 35. “People don’t just connect to each other. They connect through a shared object.” -­‐  Jyri  Engestrom  
  • 38. Text Text “So ... what’s the scuttlebutt?”
  • 39. We have shared interests It’s the reason we speak to each other and not someone else
  • 41. We can create social objects The market for shared experiences is inexhaustible
  • 46. The social object is the reason two people are talking to each other as opposed to talking to someone else.
  • 50. ... Are you listening? What are people discussing? Who’s doing the talking? Is the content accurate? What are they passionate about? Can you identify relationships and communities? Are they meeting up in the real world?
  • 53. You’ll be amazed at what you’ll find out ...
  • 54. Framework for social media implementation Research •  Audit of current state •  Competitive landscape •  Listening & monitoring Strategy Measurement •  Planning •  Metrics Goals •  Roadmap •  Analysis •  Resources •  Optimization •  Policies •  Processes Implementation •  Community management •  Content marketing •  Outreach & engagement •  Marketing & comms support •  Media buys © Alex de Carvalho
  • 55. Establish outposts on social networks 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.
  • 56. The Social Media Starfish Robert Scoble
  • 57. 90 - 9 - 1 rule of social participation “In social groups, some people actively participate more than others… Social participation tends to follow a 90-9-1 rule where:”
  • 58. A single user may affect or “infect” many others
  • 59. When listening, quality counts, not quantity
  • 60. When quality becomes quantity David Armano
  • 61. Transform Your Business by Being Remarkable Seth Godin
  • 65. The online objective Influence Authority Reputation Identity Credibility © Alex de Carvalho Presence
  • 68. Content and connection strategies ✤ Find your core and connect ✤ Ask big questions ✤ Open the side door: “The Making Of” & “B-Roll” ✤ It’s about your constituents, not you: provide support ✤ People love a good story ✤ Use outside voices: videos and interviews ✤ Be real and be yourself
  • 87. Create a Google+ Page • Establish Authorship • Claim Google Place • Get +1’s
  • 91. Hiring someone or an agency? ✤ Understand demographics ✤ Create a centralized platform ✤ Research the social presence ✤ Research work and brand examples ✤ Find the agency’s employees on Twitter ✤ Search, don’t just screen ✤ Build trust ✤ Allocate time
  • 92. We can leverage social media to build real bridges between communities, by: ✤ Engaging people around topics of interest and encouraging them to collaborate and to develop communities ✤ Empowering people to use technologies to assist in improving their lives ✤ Open sharing of experiences, information and knowledge ✤ Developing cultures of transparency, inclusiveness, and innovation ✤ Localisation: local content creation, local resource distribution, local awareness development, local knowledge transfer, local solution development
  • 93. Photo Credits - Creative Commons ✦ Swami http://www.flickr.com/photos/boskizzi/12103933/ ✦ Marketing mix http://www.flickr.com/photos/luc/1824234195/ ✦ Birsay cow http://www.flickr.com/photos/jamesm/1074197357/ ✦ Country living http://www.flickr.com/photos/sentrawoods/3473586209/ ✦ 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/ ✦ 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/ ✦ community manager http://www.flickr.com/photos/celesteh/397931208/ ✦ volume http://www.flickr.com/photos/john/10196037/ ✦ india water http://www.flickr.com/photos/t4deux/3442829950/ ✦ pickup game - basketball http://www.flickr.com/photos/robinzeggs/141674593 ✦ jellybeans http://www.flickr.com/photos/jspad/450848498/ ✦ Any omissions in attribution are unintentional and will be fixed if and when they’re pointed out
  • 94. Ignite Your Social Media Philanthrofest Miami Community Engagement Institute, February 8, 2013 Alex de Carvalho ● @alexdc ● alex@alexdc.org