2a advanced social media to knowing and impacting environment v2 w instructornotes

Knowing and Influencing

• Think of three organizations that do things comparable to what you want to do.

• How did you hear of these organizations?

• How are you keeping track of what they do to learn from their successes and failures?

• How will they learn from you?

Pre-Exercise: Think for a moment


Among the FieldTransmedia Tools for Scanning and

Transforming


Let’s first check off a basic Digital Toolkit:

•Your Basic Website:

•Your Basic Web Form:

…and Facebook, Aviary, highrise, etc.

•Your Basic Property:


The Big Question:

Is the venture a “What” or “Why?”

Knowing and Influencing1. ESTABLISH PRESENCE


Become an expert through content


Text is power. Googleable Power.

• Get your viewpoint out in the world• Produce a regular stream on content that is interesting

to your market – i.e. Provide Value• You can become the defacto expert on the topic.• Build a core group of like minded people – Social

Capital. • A blog of any type, short and long, is Real Estate – if it's

popular, you can advertise on it, use it to collect addresses, or use it as a value property for connecting to others.


• A webblog is a website that is a periodically updated with new content.

• Blog’s taking a place alongside short text engines like Twitter as a place for analysis, for longer thought pieces, for pictures, for articles.

• Use the blog to build your story by offering thought leadership and more in depth commentary

• Make your blog energetic and intriguing

Longform: Blog, Blog, Blog


• A short blogging site is a place for short—usually under 140 character—posts about current happenings

• Twitter is the market leader• More of these sites—like Seesmic,

Tumblr, and Google Buzz—let you display pictures and video

• Be active in the space and give value to your community

• For every post you talk about yourself you should provide value eight times (see Tony from Zappos)

Shortform: Tweet, tweet, tweet


And, of course, Facebook


Why does social media work?

It works because you are so interesting!


•And get to know how you’re doing. •Klout is one way to measure.


Five “Rules to Live By” to build presence

1.Be your Brand’s Conscience: don’t do something your brand won’t do.

2.Don’t sell – share. 3.Show your human side – but not too

much. 4.Write well. No slang unless it is a tool. 5.Commit. Remember your audience.

(From Mashable, http://bit.ly/lgVFN)


A Few Good Tweeps

• http://twitter.com/corybooker• http://twitter.com/edalliance• http://twitter.com/ivankatrump• http://twitter.com/cocacola• http://twitter.com/zappos• http://twitter.com/ujafedny


And don’t forget Posterous

Knowing and Influencing2. KNOW YOUR

ECOSYSTEM


Don’t scream into the wind

• Just like you shouldn’t blabber when you’re in a crowded room, you shouldn’t blabber online.

• Just like you should know who is in a room with you, you need to get to know who shares your space online.

• The neat thing about online: you can spy pretty easily.


Find the bloggers


Keep tabs on their deeper thoughts

•RSS readers are good workhorses… they just take dedication. •We like Google Reader, because it integrates


Track tweets and topics

HootSuite is one tool to track and trend


Track opinion leaders


Track topics of interest


Most important: have a conversation

Remember, these are people we’re talking about. Talk to them. Get to know them. And build relationships.


Questions? Comments?

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2a advanced social media to knowing and impacting environment v2 w instructornotes