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What is Social Media?
A conversation and a discussion on the Social Media Principles

Chris Heuer
Creative Social Strategist and Coach
Founder, Social Media Club
What do you really want to learn this morning?


                                 What are the most
                                 important questions
                                 you want to have
                                 answered on these
                                 topics?
What is Social Media?
What is   Social Media?
Welcome to the social world...
Welcome to the social world...

• Welcome to the era of conversation
Welcome to the social world...

• Welcome to the era of conversation


• Spin doesn’t work, people smell BS a mile away, and they tell their
  friends (and everyone else) to avoid it
Welcome to the social world...

• Welcome to the era of conversation


• Spin doesn’t work, people smell BS a mile away, and they tell their
  friends (and everyone else) to avoid it


• Advertising isn’t effective anymore, no one is watching the ads and no
  one cares
Welcome to the social world...

• Welcome to the era of conversation


• Spin doesn’t work, people smell BS a mile away, and they tell their
  friends (and everyone else) to avoid it


• Advertising isn’t effective anymore, no one is watching the ads and no
  one cares


• People want to talk to people, not marketing and communications
  professionals
Welcome to the social world...

• Welcome to the era of conversation


• Spin doesn’t work, people smell BS a mile away, and they tell their
  friends (and everyone else) to avoid it


• Advertising isn’t effective anymore, no one is watching the ads and no
  one cares


• People want to talk to people, not marketing and communications
  professionals


• The Cluetrain is well on its way to the future, are you on it?
  http://cluetrain.com/
Social Media is tearing
down the walls that keep
us apart and changing
the rules that have kept
us from being human
inside our companies.
There is no secret sauce...
It’s not about pulling
levers & getting results

Being social is a way of thinking
from which you can create new
opportunities to talk WITH your
audiences and get the cash
register ringing BECAUSE you are
being helpful and focused on
them, not yourself
photo by Dave Gray - Xplane




    http://flickr.com/photos/davegray/82865014/in/set-1776148/




It’s more art then science                                How do you use the brush?
Your perspective and your attitude is what will
determine success or failure...
Which is why I think these Social Media Principles
are where we must start.
The Social Media Principles

  • Be Human


  • Be Aware


  • Be Honest


  • Be Respectful


  • Be a Participant


  • Be Open


  • Be Courageous
Be Human
Be Human
 Don’t Just Be Human, Be Yourself
Be Aware
Be Aware
 Don’t Just Be Aware, Be Smart
Be Honest
Be Honest
 Don’t Just Be Honest, Have Integrity
Be Respectful
Be Respectful
 Don’t Just Be Respectful, Live by the Golden Rule
Be a Participant
Be a Participant
 Don’t Just Be a Participant, Contribute Value
Be Open
Be Open
 Don’t Just Be Open, Be an Agent of Change
Be Courageous
Be Courageous
 Don’t Just Be Courageous, Be Willing to Fail
Chris Heuer
 chrisheuer.com
 twitter.com/chrisheuer
 flickr.com/chrisheuer
 delicious.com/chrisheuer
 socialmediaclub.org
 chris@socialmediaclub.org
 m.408.834.0884
BackUp Slides
  (just in case)
Great Products aren’t
sold, they’re bought

“Advertising is the tax you
pay for mediocre products.”

 - Peter Hirshberg
    Chairman,
    The Conversation Group




                              photo by chris heuer
The Golden Rules of Marketing

1. Marketing is the work we do to match a company’s product or service with the
   people or companies who will get the most value and/or satisfaction from it.


2. The best marketing is done during the product development process, where
   the needs and desires of those who will use the product or service are
   considered and designed into the product or service with an understanding of
   the broader marketplace in which they will be sold.  You can’t easily market a
   product that was not well made, but the iPhone sells itself.


3. Marketing is not the transactional process with which it has become
   associated despite its close proximity. If markets are indeed conversations,
   then marketing is a series of conversations intended to serve the better
   interests of the market. (David Weinberger has famously said ’somewhere
   along the way marketing became what we did TO people’)

  http://www.chrisheuer.com/2008/03/14/the-golden-rules-of-marketing/

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Social Media Principles

  • 1. What is Social Media? A conversation and a discussion on the Social Media Principles Chris Heuer Creative Social Strategist and Coach Founder, Social Media Club
  • 2. What do you really want to learn this morning? What are the most important questions you want to have answered on these topics?
  • 3. What is Social Media?
  • 4. What is Social Media?
  • 5. Welcome to the social world...
  • 6. Welcome to the social world... • Welcome to the era of conversation
  • 7. Welcome to the social world... • Welcome to the era of conversation • Spin doesn’t work, people smell BS a mile away, and they tell their friends (and everyone else) to avoid it
  • 8. Welcome to the social world... • Welcome to the era of conversation • Spin doesn’t work, people smell BS a mile away, and they tell their friends (and everyone else) to avoid it • Advertising isn’t effective anymore, no one is watching the ads and no one cares
  • 9. Welcome to the social world... • Welcome to the era of conversation • Spin doesn’t work, people smell BS a mile away, and they tell their friends (and everyone else) to avoid it • Advertising isn’t effective anymore, no one is watching the ads and no one cares • People want to talk to people, not marketing and communications professionals
  • 10. Welcome to the social world... • Welcome to the era of conversation • Spin doesn’t work, people smell BS a mile away, and they tell their friends (and everyone else) to avoid it • Advertising isn’t effective anymore, no one is watching the ads and no one cares • People want to talk to people, not marketing and communications professionals • The Cluetrain is well on its way to the future, are you on it? http://cluetrain.com/
  • 11. Social Media is tearing down the walls that keep us apart and changing the rules that have kept us from being human inside our companies.
  • 12. There is no secret sauce...
  • 13. It’s not about pulling levers & getting results Being social is a way of thinking from which you can create new opportunities to talk WITH your audiences and get the cash register ringing BECAUSE you are being helpful and focused on them, not yourself
  • 14. photo by Dave Gray - Xplane http://flickr.com/photos/davegray/82865014/in/set-1776148/ It’s more art then science How do you use the brush?
  • 15. Your perspective and your attitude is what will determine success or failure...
  • 16. Which is why I think these Social Media Principles are where we must start.
  • 17. The Social Media Principles • Be Human • Be Aware • Be Honest • Be Respectful • Be a Participant • Be Open • Be Courageous
  • 19. Be Human Don’t Just Be Human, Be Yourself
  • 21. Be Aware Don’t Just Be Aware, Be Smart
  • 23. Be Honest Don’t Just Be Honest, Have Integrity
  • 25. Be Respectful Don’t Just Be Respectful, Live by the Golden Rule
  • 27. Be a Participant Don’t Just Be a Participant, Contribute Value
  • 29. Be Open Don’t Just Be Open, Be an Agent of Change
  • 31. Be Courageous Don’t Just Be Courageous, Be Willing to Fail
  • 32. Chris Heuer chrisheuer.com twitter.com/chrisheuer flickr.com/chrisheuer delicious.com/chrisheuer socialmediaclub.org chris@socialmediaclub.org m.408.834.0884
  • 33. BackUp Slides (just in case)
  • 34. Great Products aren’t sold, they’re bought “Advertising is the tax you pay for mediocre products.” - Peter Hirshberg Chairman, The Conversation Group photo by chris heuer
  • 35. The Golden Rules of Marketing 1. Marketing is the work we do to match a company’s product or service with the people or companies who will get the most value and/or satisfaction from it. 2. The best marketing is done during the product development process, where the needs and desires of those who will use the product or service are considered and designed into the product or service with an understanding of the broader marketplace in which they will be sold.  You can’t easily market a product that was not well made, but the iPhone sells itself. 3. Marketing is not the transactional process with which it has become associated despite its close proximity. If markets are indeed conversations, then marketing is a series of conversations intended to serve the better interests of the market. (David Weinberger has famously said ’somewhere along the way marketing became what we did TO people’) http://www.chrisheuer.com/2008/03/14/the-golden-rules-of-marketing/