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Presented by Katie Laird to the University of Houston's Small Business Development Center - this presentation goes through the ins and outs of social networks specifically for business.
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Making the Internet work for YOUdd
Social Media for Businesses
When working, playing and networking collide!
Katie Laird // Schipul - The Web Marketing Company
http://www.flickr.com/photos/99037763@N00/3260727200/
What we’ll talk about
•Intro to Biz Social Media
•Power of Story
•Online Business tools
•5 things you can do today
Find this presentation:www.slideshare.net/happykatie
http://www.flickr.com/photos/14901386@N00/3173091705/
Social Media is a Conversation between actual HUMANS!
No really...Why do I actually care about the Web?
It’s all about a balanced approach
Cost-effective and far-reaching tools
•Facebook = $0
•MySpace = $0
•Wordpress = $0
•Twitter = $0
•YouTube = $0
•Ning = $0
(Incredibly) Low barrier to entry
Classic StorytellingThe Power of the Narrative
Once upon a time...
http://flickr.com/photos/e_phots/2646616379/
...we told each other our stories...
Modern StorytellingNarrating through Technology
http://www.flickr.com/photos/jfchenier/76721307/
Once upon this time...
...we still tell each other our stories...
So my point is...
1. Message 4. Plot
2. Conflict 3. Characters
4 Elements of Storytelling
1. The Message
• Strategic premise
• What is your real statement?
• Stick to 1 or 2 messages
• Different audiences mean different messages
What’s old is new: The 4 Elements of a Modern Story
What are your Vision, Mission and Values?
• Vision: Big picture
• Mission: The nuts and bolts
• Values: The behaviors that get you there
1. The Message
You can’t write about what you don’t know
Promote the same message EVERYWHERE
• Message #1: Just Do It
• Nike+ Run Faster Blog
• Message #2: We innovate, we help
• Nike R&D Storytelling videos
1. The Message
http://nikeplus.nike.com
www.twiike.com
Keep it simple - try a 6 word story1. The Message
Ernest Hemingway’s best work?
‘For sale: Baby shoes, never worn’
http://www.flickr.com/groups/sixwordstory/
2. The Conflict
• Not always negative
• What problem forces you to act?
• How do you restore harmony?
• Internal or external conflict?
What’s old is new: The 4 Elements of a Modern Story
http://flickr.com/photos/slipstreamblue/2617035636/
Identifying your conflict
• Inner Conflict - unsure of yourself or direction
• Relational Conflict - protagonist vs. antagonist
• Social Conflict - you vs. the system
• Situational Conflict - how you grow and survive tough times
• Cosmic Conflict - you vs. an invisible force
2. The Conflict
Whole Foods fights bio-engineering and trade practiceshttp://blog.wholefoodsmarket.com
Starbucks lets patrons discover and solve conflictwww.mystarbucksidea.com
3. The Characters
• Who are the main players?
• Multi-purpose Characters
• Your readers are Characters too ** PERSONA Development **
What’s old is new: The 4 Elements of a Modern Story
http://www.youtube.com/watch?v=1EbCyibkNB0
Mac vs. PC - Recognizable Characters3. The Characters
The Apple story’s Characters
Benefactor Beneficiary
Hero Adversary
Goal
Support
3. The Characters
(out-of-the-box geeks)
(in-the-box products)
(everlasting love)
Persona Development:Who the heck is my audience?
1. Identify 3-7 ‘actual’ people (invisible friends)
• Name them and find a photo
• Give them a backstory and bio
• Talk about them in your meetings
• Use them to guide your efforts
Persona Development
Your Brand’s Persona #1Persona Development
Ashley
Age: 21Education: College SeniorWork: PT baristaIncome: $9/hourFamily: Dating / No kidsHobbies: Blogger / SoccerPlatform: PC laptop
Magazines: Vanity Fair
Your Brand’s Persona #2Persona Development
Marshall
Age: 30Education: Student of LifeWork: Print designerIncome: $53,000/yearFamily: Engaged, no kidsHobbies: Flag footballPlatform: Macbook Pro
Magazines: Wired
Your Brand’s Persona #3Persona Development
Laura
Age: 42Education: MBAWork: Retail boutique ownerIncome: $75,000 / yearFamily: Married, 2 kidsHobbies: Yoga / PhotographyPlatform: Macbook
Magazines: Real Simple
2. How / when will you speak to these Personas?Persona Development
3. Weave your audience into your StoryPersona Development
www.intensedebate.com
www.polldaddy.com
www.polleverywhere.com
www.chipin.com
4. Master the art of Listening and RespondingPersona Development
www.google.com/analytics
www.feedburner.com
www.icerocket.com
Such a CharacterOh, the people you’ll meet...
What kind of hero are you?
The JokerThe Creator The Adventurer
The Brave Hero The Wise HeroThe Everyday Hero
What kind of hero are you?
The MagicianThe Innocent
The CaregiverThe Ruler
The Rebel
The Lover
4. The Plot
The difference between:
‘The King died and then the Queen died’
and
‘The King died by the sword and the Queen died of grief’
What’s old is new: The 4 Elements of a Modern Story
http://flickr.com/photos/alimander/2832880196/
Plot your Plot4. The Plot
Establish
Interact / Connect / Play
Deal with it
Almost there...
Onward and upward
Perception is reality - so, what Story is out there?4. The Plot
www.brandtags.net
www.lovemarks.com
www.google.com/alerts Email updates for your company
name and keywords
www,technorati.com/watchlist Powerful Social Media search engine
watches for your terms and updates you
http://alerts.yahoo.com Yahoo! alerts you of any
occurrences of defined terms and names
Due diligence on your Story4. The Plot
Addictive and essential Google Reader: www.google.com/reader
Let’s take a break!
So let’s talk online networks(this is the part where I try to turn you into geeks)
http://www.flickr.com/photos/jfchenier/76721307/
(remember, it’s all about the Story - not the technology)
1. Blog Your Heart OutUse this as your Home Base
Jumping into the Blogosphere
• Your online home base
•Position your brand
• Share brain candy
• Promote others
1. Blogs: Community Building through Social tools
Schipul has fun, geeks out and grows Brandhttp://blog.schipul.com
Blogging Do’s and Don’ts 1. Blogs: Community Building through Social tools
•Focus only on yourself
•Take undue credit
•Blog every 3 months
•Post press releases
•Blog in Corporate-speak
•Post duplicate content
•Promote other people
•Be funny and interesting
•Pro-actively respond
•Tag your content
•Make it easy to share
•Link to other companies
Blogging Buzzwords1. Blogs: Community Building through Social tools
•Comment - Respond to a Blog post
•Link love - Linking to other Blogs / sites (online currency)
•Tagging - Adding words to describe Blog content
•Troll - Meanie commenter (IGNORE!)
•Blogroll - Links to fave Blogs
•Embed - Copy/paste media
Blog bling: Tie it all together on your Blog
(Make your brand portable)
1. Blogs: Community Building through Social tools
Keep your Blog design branding consistent1. Blogs: Community Building through Social tools
No Blog? Make a SMM page on your site1. Blogs: Community Building through Social tools
http://www.pr-squared.com/2007/02/the_social_media_newsroom_temp.html
2. Micro-Blogging with Twitter
http://www.youtube.com/watch?v=ddO9idmax0o
Twitter explained2. Micro-Blogs: Community Building through Social tools
Twitter includes others in ongoing dialogue
Coffee Groundz on Twitter: www.twitter.com/coffeegroundz
2. Micro-Blogs: Community Building through Social tools
Twitter Do’s and Don’ts 2. Micro-Blogs: Community Building through Social tools
•Gab about you constantly
•TYPE IN ALL CAPS
•Re-post w/out attribution
•Follow nobody
•Decline to respond to @’s and DM’s
•Abuse your Tweet power
•‘Re-Tweet’ content:-- RT @happykatie....
•Talk directly to people:-- @magsmac - hey!!...
•Link to outside content:-- www.tinyurl.com
•Profile love (pic and links)
•Live Tweet from events
Twitter Buzzwords
•Follow - To friend someone (or follow their updates)
•Direct Message (DM) - Pseudo-email to someone that follows you
•‘At’ reply - Speak directly to someone (@magsmac)
•Re-tweet (RT) - Re-post content with credit
•Block - Restrict access to updates
•# - a kind of ‘tag’ or desc. phrase
2. Micro-Blogs: Community Building through Social tools
Facebook - Not just for college kids
•Be a leader and connector
•Create buzz for events / campaigns
•Brand exposure with Facebook ads
•Add photos and videos
Main: www.facebook.com Houston Zoo on FB: www.facebook.com/pages/Houston-Zoo-Inc
3. Facebook - Professional and Personal Networking to the MAX!
Your Facebook profile at a glance
• Flesh out your profile
• Be picky on who you connect with
• Re-purpose other content
• Add ALL of your Social Media links
• Be fun and interesting
3. Facebook - Professional and Personal Networking to the MAX!
Why you should care about Facebook
670 members
230 ‘yes’348 ‘maybe’
Bill Erickson :)www.billerickson.net
3. Facebook - Professional and Personal Networking to the MAX!
Are you a ‘Group’ie?3. Facebook - Professional and Personal Networking to the MAX!
Page Power in Facebook3. Facebook - Professional and Personal Networking to the MAX!
To Page or to Group - that is the question
• Groups = Not indexed in Google
• Pages = Visible to Google
• Groups = Messages go to inbox
• Pages = Messages go to ‘updates’
• Use both!
http://www.searchenginejournal.com/facebook-group-vs-facebook-fan-page-whats-better/7761/
3. Facebook - Professional and Personal Networking to the MAX!
Facebook Do’s and Don’ts
•Be stiff and boring
•Create a ‘company’ profile (deleted!!)
•Keep all personal and pro life facets separate
•Post press releases
•Spam your contacts (connect but be polite)
•Grow your profile
•Upload pics and videos to tag and send
•Create and join biz and fun Groups / Pages
•Be picky on your friends
•Cross promote your Social Media links
3. Facebook: Community Building through Social tools
Facebook Buzzwords
•Friend - Connect with someone on Facebook
•Wall message - Write, draw or post something on someone’s wall
•Tag - Add names to photos or videos
•Status update - What are you doing?
•Public timeline - List of recent activity
3. Facebook: Community Building through Social tools
MySpace = social networking for musicians
Main: www.myspace.com
Houston musician Andrew Karnavas: www.myspace.com/andrewkarnavas
Social Networks: Community Building through Social tools
MySpace = another spot to tie it TOGETHER!
IRC MySpace: www.myspace.com/theirc
Social Networks: Community Building through Social tools
MySpace Do’s and Don’ts
•Blinky crazy stuff
•Spam all of MySpace (go after the relevant leaders)
•Ignore Friend Requests
•Static MySpace profile (auto update with fresh content)
•Depend only MySpace :(
•Keep your branding consistent (everywhere)
•Make it easy to get to your ‘real stuff’ online
•Incorporate photos, videos and Blog posts
•Interact with MICRO targeted audience
4. MySpace: (further) Community Building through Social tools
MySpace Buzzwords
•Friend - Connect with another User
•Bulletins - Message to groups (w/out individual messaging)
•Bots - Fake spammy MySpace users (adult/poker/etc.)
•Moods - How user is currently feeling :) :x :p
•Blurbs - Details on your profile
•HTML/CSS - how to edit your look
4. MySpace: (further) Community Building through Social tools
Want to create your OWN social network?
Schipul Ning: http://schipul.ning.com
5. Virb - Developing a walled garden (sometimes good, sometimes bad)
Company on Ning: http://bsetc.ca/
Ning - Create your own Social Network
http://babble.ning.com/
http://aspcacommunity.ning.com/
5. Virb - Developing a walled garden (sometimes good, sometimes bad)
3 steps and you’re done!
1. Name and describe
2. Add your widgets
3. Change the look
4. DONE!Add logo
5. Virb - Developing a walled garden (sometimes good, sometimes bad)
Invite and promote (+ get help with that content)5. Virb - Developing a walled garden (sometimes good, sometimes bad)
YouTube - Harness the power of P2P discussion
http://www.youtube.com/user/PlanYourMeetings
6. YouTube: Harnessing the power of Video
Engage your Audience through video
www.arttheheartofhouston.com
www.haablog.com
6. YouTube: Harnessing the power of Video
Buy a Flip camera (seriously)
http://www.theflip.com/
6. YouTube: Harnessing the power of Video
YouTube Do’s and Don’ts
•Forget to TAG and describe your videos
•Ignore quality (although ‘so-so, not great’ is ok)
•Respond harshly to negative comments
•Keep your guard down (check on that feedback)
•Connect with other YouTube geeks
•Include transcripts
•Embed video on Blog / Site / Facebook
•Comment + respond to other video submissions
•Engage / have fun!
6. YouTube: Harnessing the power of Video
YouTube Buzzwords
•Video Response - Reply to a video with another video
•Flag - Mark content you think is inappropriate
•Rate - Add stars for how awesome content is
•Embed - Code to place video on your site
•Share - Links to add to other sites
•Playlist - Customized video lists
6. YouTube: Harnessing the power of Video
https://ads.youtube.com/index
YouTube - Advertising and Learning6. YouTube: Harnessing the power of Video
http://www.youtube.com/user/GoogleBusiness
Doing business through photos7. Flickr - Growing your business visually
Networking via Flickr
http://flickr.com/groups/oih/
7. Flickr - Growing your business visually
http://bighugelabs.com/flickr/
Spread the Flickr love and look cool doing it7. Flickr - Growing your business visually
Flickr Do’s and Don’ts
•Don’t HAVE to friend back for them to be connected to you
•Not necessary for all photos to be public
•Don’t have to have Photoshop to edit photos (built in editor)
•Can’t use other pics w/out correct license
•Search thru site for photos and groups of interest
•Friend as many as you like to see their most recent photos
•Comment and tag often
•Join/create groups
•Organize your pics well
7. Flickr - Growing your business visually
Flickr Buzzwords
•Pool / Set - Themed community / personal sharing photo group
•Contact - How you connect (Contact / Friend / Family)
•Favorite - Marking your faves for later
•Tag - Descriptive terms / phrases
•Comment - Adding your 2 cents
•Creative Commons - photo license
7. Flickr - Growing your business visually
Virtual rolodex?8. LinkedIn - Honest to goodness networking online
Have questions? Get answers (and give them)8. LinkedIn - Honest to goodness networking online
LinkedIn Do’s and Don’ts
•Be needy
•Make false connections
•Spam a group
•Be REALLY needy
•Embellish on your past
•Connect with colleagues, friends and co-workers
•Play with widgets
•Ask/answer questions
•Recommend people
•Post/refer jobs
8. LinkedIn - Honest to goodness networking online
Linkedin Buzzwords
•Connections - Your Linkedin contacts (must approve)
•Applications - Fun widgets / tools to interact and promote brand
•Answers - Space to ask / answer questions and polls
•Groups - Opt in Communities
•Contact Settings - Set your terms
8. LinkedIn - Honest to goodness networking online
8. Other great networks to know
Free social event promotion sites
http://upcoming.yahoo.com/ www.eventful.com
www.eventbrite.com www.facebook.com
Social Networks: Community Building through Social tools
Behold, Slideshare!!!
www.slideshare.net/happykatie
Social Networks: Community Building through Social tools
How to get started
Step 1:Start Listening
What are people saying to/about you?
www.google.com/alerts Email updates for your company
name and keywords
www.technorati.com/watchlist Powerful Social Media search engine watches for your terms and updates
you
http://search.twitter.com Search for what you care about
on Twitter
Step 1: Start listening!
Addictive and essential Google Reader: www.google.com/reader
Further online Reputation Management
Google Trends search: www.google.com/trends
Technorati search: www.technorati.com
Step 1: Start listening!
How do you compare to your competition?
www.blogpulse.com Great visuals to track you and
your competition’s online activity and Buzz
Step 1: Start listening!
Step 2:Set up your
response + promotion vehicles
Go where your audience isStep 2: Set up your response + promotion vehicles
???????????? ????????????
????????????
Beef up your Personal BrandStep 2: Set up your response + promotion vehicles
Happykatie!
• Keep it consistent EVERYWHERE
• Create an Avatar
• Cross promote in email footers
• Promote your employee Personal Brands
Poll your company or hire a savvy internStep 2: Set up your response + promotion vehicles
You are a Digital Immigrant.You could use a Digital Native.
Step 3:Start spreading the news...
www.flickr.com/photos/53203629@N00/3173463874/
Keep it Consistent and ConnectedStep 3: Start spreading the news
• Tie it all in together
• Put your SM links in your email footer
• Re-purpose your content
• BADGES!!!
Stay pro-active and responsiveStep 3: Start spreading the news
• Keep an eye on your Alerts and respond!
• Promote other events and people
• Keep it light and interesting
Power to the People
Play with your CommunityStep 3: Start spreading the news
http://flickr.com/groups/sxsw08/
http://www.youtube.com/watch?v=Jfn9pzgtkc0
Step 5:Follow up fun time
(interaction, interaction, interaction)
Tie it all together and keep the Buzz goingStep 5: Follow up fun time! (interaction, interaction, interaction)
http://www.flickr.com/photos/53611153@N00/2602728681/
• Be fast and be timely
• Newsletter, Blog posts, Facebook group and event postings
• Say thank you (individually - one little comment goes a looong way)
• Watch the Buzz for opps to connect
• Be creative!! Start the drumbeat for the Next Big Thing
Your Homework
5 things you can do TODAY!
1. Start listening (Google Reader + Alerts)
2. Develop your Personal Brand
3. Join Facebook (www.facebook.com)
4. Find your rich media niche + work it!
5. Recruit an internal guru (or an intern)
Let’s Review...
•Use those Story elements
•Know thy Audience
•Track the Buzz
•What’s your Motivation?
http://www.flickr.com/photos/64251830@N00/351876663/
Find this presentation:www.slideshare.net/happykatie
http://www.flickr.com/photos/66125582@N00/457743309/
Thanks for participating - see you online :)
Katie Laird // Strategic AdvisorSchipul - The Web Marketing Companywww.schipul.com
Email: [email protected] Personal blog: www.happkatie.com Flickr: www.flickr.com/happykatie Twitter: www.twitter.com/happykatie
Find my presentation today!www.slideshare.net/happykatie
