16. The cluetrain manifesto
10. As a result, markets are
getting smarter, more
informed, more organized.
Participation in a networked
market changes people
fundamentally.
17. The cluetrain manifesto
11. People in networked
markets have figured out that
they get far better
information and support from
one another than from
vendors. (...)
18. The cluetrain manifesto
12. There are no secrets. The
networked market knows more
than companies do about their
own products. And whether the
news is good or bad, they tell
everyone.
26. Listen
Criticisms are ok!
Don't sue a discontented blogger!
Google for “Mosaico Arredamenti”
But engage in a conversation!
Understand and improve! And
send presents! ;)
27. Engage
Be bold! (you can rethink later...)
“buy my product with 10%
discount if you blog about it”
“if you follow me on facebook,
print this, pass in the shop
and get a present”
“if you twitter about X, ...”
GO VIRAL!
28. Go viral!
Better to reach 1000000 with tv
ad or 1 blogger?
... 1 blogger has at least 15
readers ...
29. Power of social
networks!
1 blogger is read by 15 bloggers
which are read by 15*15 (225)
which are read by ...
And emotionally humanly involved
30. Give something to
talk about
Be there with your face (no
corporate logo)!
Be personal!
Your voice!
Be transparent!
31. Connect with
customers
Loyalty, Trust
Especially for Niche markets
It is not direct selling but
selling as a results of a
“human” connection
32. Outline
What social networking is
Why shall I care
How strategically
How technologically
Why shall I NOT care
Who did it well
39. Homepage as Mashup
Your homepage simply
aggregates Facebook, Twitter,
maybe photos from Flickr, ...
http://lago.typepad.com/zigzag/
Cheap!!!
Always up to date, lively!
Facebook is 2009, NextBigThing
is 2010, be mashup-ready!
41. Monitor!!!
Monitor and Reply (comment,
retweet, ...)
Google analytics (from where?)
Google alerts (get a search for
“your product name” in inbox)
Search.twitter.com and check
facebook pages and groups!
42. Outline
What social networking is
Why shall I care
How strategically
How technologically
Why shall I NOT care
Who did it well
52. Social networking 4 your business
Talk at TrentinoSviluppo – 10 June 2009
Paolo Massa
SoNet group @ FBK
http://gnuband.org
Thank you!
QUESTIONS?
53. These slides (excluded 2 images, see below) are copyright Paolo Massa 2009 and released under
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The images “I love p2p” and “we waited 30 minutes no service” are copyright of their owner and not released
under Creative Commons. I was not able to find who the copyright holder are, if you are please get in
contact with me. Thanks!