2. Today Who am I? Who are you? Involvement Where social media came from The five piece jigsaw puzzle Social media metrics and ROI Social media strategy What to do when they don’t love you Tools to get the job done
11. This is where you now ask: Where did social media come from, Lee?
12. The Cluetrain Manifesto 95 short paragraphs that changed business on the internet for ever the first website to be turned into a book – cluetrain.com 1999
13. The Cluetrain Message If you only have time for one clue this year, this is the one to get... We are not seats or eyeballs or end users or consumers. We are human beings – and our reach exceeds your grasp. Deal with it.
32. @DellOutlet Surpasses $2 Million on Twitter 11 June , 11:01 PM Dell: June 2007 – June 2009 @DellOutlet Surpasses $2 Million on Twitter 11 June , 11:01 PM We’ve surpassed $2 million in revenue in terms of Dell Outlet sales, but we’re also seeing that it’s driving interest in new product as well. We’re seeing people come from @DellOutlet on Twitter into the Dell.com/outlet site, and then ultimately decide to purchase a new system from elsewhere on Dell.com. If we factor those new system purchases that come from @DellOutlet, we’re actually eclipsed $3 million in overall sales. http://en.community.dell.com/blogs/direct2dell/archive/2009/06/11/delloutlet-surpasses-2-million-on-twitter.aspx
66. Altana Pharma: A sales team spread across Canada Ron Clark, VP of Sales “Ron’s blog” Monthly podcast: 10-15 mins sales updates, insights, anecdotes and interviews with special guests
72. Source data: “YouTube leads video sites at nearly 144 million videos. Users upload over 65,000 videos per day” Source: http://www.insidefacebook.com/2008/12/06/facebook-takes-the-lead-in-hd/ “Facebook receives some415,000260,000 video uploads per day” Source: http://newteevee.com/2009/03/29/facebook-40-of-videos-are-webcam-uploads/
101. USAF How the USAF deals with blogger comments (including negative ones) bit.ly/iH6WXD
102. Why do these things happen? Some incident gets exposure Break or ignore community culture/norms Ignore rules of engagement Unethical behaviour Lack of disclosure/ transparency Lack of awareness Lack of appropriate, consistent response Legalistic approach Company-centric mindset (as opposed to customer- or community-centric)
Risk (RRISC) is what you are exposed to if you do not address the following 5 elements of social networking listed below, i.e. Risk of losing a positive opportunity for your business or exposure to significant business and personal Risk. RRISC focuses on the result if action is or is not taken which I suggest plugs more into the “What’s in it For Me? / How does this affect me?” that assists with memory recall and motivation for action.
Read from the Cluetrain Manifesto:Theses 1, 2, 3:1. Markets are conversations. 2. Markets consist of human beings, not demographic sectors. 3. Conversations among human beings sound human. They are conducted in a human voice. The Cluetrain Manifesto is a book, now 10 years old, that caused major ripples through the online communication world that are still being felt today.The first website to be made into a book, the cluetrain manifesto (cluetrain.com) was 95 theses, or ideas, co-written by four leading internet and business thinkers. The 95 theses are still viewable today – just load cluetrain.com into your browser and you can read all 95 of them.The Cluetrain Manifesto is a set of 95 theses organized and put forward as a manifesto, or call to action, for all businesses operating within what is suggested to be a newly-connected marketplace. The ideas put forward within the manifesto aim to examine the impact of the Internet on both markets (consumers) and organizations. In addition, as both consumers and organizations are able to utilize the Internet and Intranets to establish a previously unavailable level of communication both within and between these two groups, the manifesto suggests that the changes that will be required from organizations as they respond to the new marketplace environment.The manifesto was written in 1999 by Rick Levine, Christopher Locke, Doc Searls, and David Weinberger. A printed publication which elaborated on the manifesto was published in 2000 by Perseus Books (ISBN 0-7382-0431-5) under the same name.The authors assert that the Internet is unlike the ordinary media used in mass marketing as it enables people to have "human to human" conversations, which have the potential to transform traditional business practices radically.The book and website both challenge what the manifesto calls outmoded, 20th-century thinking about business in light of the emergence of the Web, clearly listing "95 theses", as a reference to Martin Luther's manifesto which heralded the start of the Protestant Reformation.[next slide]
Even if you never read the book or visit the website, at least remember these two quotes, as they sum up the whole book and philosophy:“if you only have time for one clue this year, this is the one to get... We are not seats or eyeballs or end users or consumers. We are human beings – and our reach exceeds your grasp. Deal with it.”and“To have a conversation, you have to be comfortable being human—acknowledging you don’t have all the answers, being eager to learn from someone else and to build new ideas together. You can only have a conversation if you’re not afraid to be wrong. Otherwise you’re not conversing, your just declaiming, speechifying, or reading what’s on the PowerPoints. To converse, you have to be willing to be wrong in front of another person.”
200million blogs and growing dailySubject matter ranges from pet care, nasal hair and toenail clippings to politics, global terrorism and climate change – even nosepicking!There are even blogs that talk about blogsNothing beats blogging for getting to the top of Google
133 million blogs and growing dailySubject matter ranges from pet care, nasal hair and toenail clippings to politics, global terrorism and climate change – even nosepicking!There are even blogs that talk about blogsNothing beats blogging for getting to the top of Google
Kiss – Keep It Simple, Stupid: one or two areas of interest at most per blog/per postFind your lovers: identify those in the blogosphere who share the same interests and connect with themAdd the channel: add it to all stationery, literature, call centre scripts and training, etc.,Keep the conversation going: respond to people’s comments on the blogManage your risk: have a disclaimer before the comment box giving you the right to amend or delete comments if inappropriate, etc. In addition, ensure those who blog corporately are supported and backed up by the company (training, access to decision-makers, access to subject-matter experts, supported by the culture of the organisation and are not seen as messengers to be shot if someone says something someone else doesn’t like, etc.,).
Do: be genuine, engage in conversation, keep following/follower numbers roughly equalDon’t auto-follow spam
Kiss, but not in tongues: keep it simple and don’t use corporate jargonFind your lovers: identify and follow those who tweet about similar topics, or who are in the same industryAdd the channel: as before, add it to all literature and touch pointsKeep the conversation going: reply if someone tweets you or mentions youManage your risk: ensure those who tweet corporately are supported and backed up by the company (training, access to decision-makers, access to subject-matter experts)
Facebook, MySpace, LinkedIn, Second Life, Ning– each have very different audiences
http://twillyon.com.au/Twitter: @Twillyon
Pages are for businesses, artists, etc.; profiles are for individualsApplications are the social tools: use the free ones that Facebook provides to gain an understanding of how they feed into ‘fans’ profilesPhotos – the facebook killer brand tool: photos usually get the most comments and interaction from fans, so a content plan that focuses on creating photos for any and all occasions will reap dividends; videos equally have a strong viral natureTag – you’re it! Tag someone and the photo appears in their newsfeed for all their friends to see and comment upon. Allow fans to tag themselves in photos, too; it helps fill in missing names, as well as spread the photo/video furtherCheck ‘Insights’ carefully for clues as to when/if fans remove themselves: was it a spam status update that provoked them?
Low bandwidth – can download to ipod, iphone, mobile phone
Consider your market’s preferred learning style : visual, auditory, kinestheticPodcasting is great for auditory learners!
InterviewsSpeechesPresentationsTeam/product updatesNovelty! – ‘A Day In The Life of the CEO’, ‘… the remote landline engineer’, ‘…the inbound call centre consultant’ – note: use REAL people, not actors, and let them be honest… don’t script them! Add background sound effects, atmospherics, etc., to create a compelling audio soundscape
Understand it: listen to many podcasts to realise that they come in all shapes, sizes and formats. Pick which one you feel most comfortable with from a brand AND content producer perspectiveScript/template it: Bullet point what you want to talk about, but don’t script/rehearse the life out of it (a bullet point script helps you from wandering off track)Polish it: tighten up the audio levels, remove some of the ‘uhms’ and ‘ahhs’ and ‘bloody’s, add intro and outro music and narration where requiredDiary it: keep a consistent content creation, production and publishing schedule – let people get used to it appearing regularly so that they come to expect and look forward to itPublish/trumpet it: tell everyone you can about it and have it included/discussed in as many contact points as possible
Facebook. Why do I say that? Because: “YouTube leads video sites at nearly 144 million videos. Users upload over 65,000 videos per day”Source: http://www.insidefacebook.com/2008/12/06/facebook-takes-the-lead-in-hd/“Facebook receives some415,000260,000 video uploads per day”Source: http://newteevee.com/2009/03/29/facebook-40-of-videos-are-webcam-uploads/So, Facebook has 460,000+ uploads per day with very little/no support tools for users. That is about to change; watch the numbers increase phenomenally when they do!
So, Facebook has 415,000+ uploads per day with very little/no support tools for users or searches. That will change; watch the numbers increase phenomenally when they do!
Three videos as examples of what not to do:Steve Ballmer of Microsoft – don’t let your subjects carry on like pork chops - http://www.youtube.com/watch?v=bylDojTWfyUThe CEO of Think London – what’s his name? Poor lighting, no context in surroundings (could be any city, anywhere), poor audio - http://www.youtube.com/watch?v=PMfjpJT_Rc4Bill Dopson – don’t get an inappropriate voice talent for your brand (listen to the final few seconds of the ad) - http://www.youtube.com/watch?v=fNC4kAuwuDY
Three videos as examples of what not to do:Steve Ballmer of Microsoft – don’t let your subjects carry on like pork chops - http://www.youtube.com/watch?v=bylDojTWfyUThe CEO of Think London – what’s his name? Poor lighting, no context in surroundings (could be any city, anywhere), poor audio - http://www.youtube.com/watch?v=PMfjpJT_Rc4Bill Dopson – don’t get an inappropriate voice talent for your brand (listen to the final few seconds of the ad) - http://www.youtube.com/watch?v=fNC4kAuwuDY
Same as with podcasting, and as with podcasting take care of your surroundings – background noise and distractions are, well, distracting.
“If it’s not measured how can it be improved?”In this session delegates will learn the various metrics that can be applied to social media outreach. Delegates will also be able to answer the question that every CFO asks: “What’s the ROI?” Topics for discussion include:Identifying goalsReaching your audienceIdentifying influenceRecognising sentimentTriggering actionHearing the conversation taking placeDriving business outcomesConvincing your colleagues
Useful slideshare doc (I had trouble downloading it – form wouldn’t work)http://www.slideshare.net/hootsuite/introduction-to-social-media-measurement-with-hootsuite-7919595 http://slidesha.re/maz9Yw
Good social media strategy can be boiled down to answeringa set of questions, most of which start with the letter ‘W’
Time to build your own strategy, based on the various ideas we’ve discussed so far. The strategy can either be for the overall comms mix or a particular campaign/brandImage by Mzacha: http://www.sxc.hu/profile/mzacha // Image ID: 1160443
Time to share. How achievable is your strategy in the current climate?What obstacles do you foresee?What existing strengths does your organisation have that can be ‘carried across’ into your social media strategy?What are competitors already doing in this space? Is it working for them?Who ‘owns’ social media in your organisation?
The effects of all deeds actively create past, present and future experiences According to Wikipedia, the esoteric Christian tradition, Essenian and later Rosicrucian schools teach it as the "Law of Cause and Consequence/Effect”In short: first do good for the community and the community will do good for you
Image by http://www.flickr.com/photos/jannem/3312115991/
http://audacity.sourceforge.net/
http://audacity.sourceforge.net/
Black Swan: The theory was described by Nassim Nicholas Taleb in his 2007 book The Black Swan. Taleb regards almost all major scientific discoveries, historical events, and artistic accomplishments as "black swans"—undirected and unpredicted. He gives the rise of the Internet, the personal computer, World War I, and the September 11, 2001 attacks as examples of Black Swan events.[1][2]The term Black Swan comes from the 17th century European assumption that 'All swans are white'. In that context, a black swan was a symbol for something that was impossible or could not exist. In the 18th Century, the discovery of black swans in Western Australia[3] metamorphosed the term to connote that a perceived impossibility may actually come to pass. Taleb notes that John Stuart Mill first used the Black Swan narrative to discuss falsification.
