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"Being highly visible "Being highly visible in the new world of in the new world of social media" social media" A presentation by Jared Evans Copyright © 2009

"Being highly visible in the new world of social media" A presentation by Jared Evans Copyright © 2009

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Page 1: "Being highly visible in the new world of social media" A presentation by Jared Evans Copyright © 2009

"Being highly visible in the "Being highly visible in the new world of social media"new world of social media"

A presentation by Jared Evans

Copyright © 2009

Page 2: "Being highly visible in the new world of social media" A presentation by Jared Evans Copyright © 2009

Your blog’s reputation:Your blog’s reputation:Why bother at all?Why bother at all?

Many hours spent creating posts on your blog.Many hours spent creating posts on your blog. You want people to easily find your posts and benefit from your You want people to easily find your posts and benefit from your

insights.insights.

Making a good impression on your visitors can lead to new opportunities Making a good impression on your visitors can lead to new opportunities down the road.down the road.

• Be offered work contractsBe offered work contracts• Make new friends.Make new friends.• Get tapped for interviews or presentationsGet tapped for interviews or presentations

In these difficult economic times, referring to your blog may help give In these difficult economic times, referring to your blog may help give you an edge over other candidates when looking for jobs.you an edge over other candidates when looking for jobs.

Page 3: "Being highly visible in the new world of social media" A presentation by Jared Evans Copyright © 2009

How to shine on your blogHow to shine on your blog• Interesting information/discussion? Interesting information/discussion?

“Stimulating and thought-provoking”“Stimulating and thought-provoking”

• Useful and solves a problem? Useful and solves a problem? “Blogger did the hard work and found a solution for me”“Blogger did the hard work and found a solution for me”

• Original and creative?Original and creative? “Entertainment”“Entertainment”

• Exclusive or hard to get information?Exclusive or hard to get information? “Blogger had the access or knew the right people”“Blogger had the access or knew the right people”

• Timely?Timely? “People like to read about hot current events”“People like to read about hot current events”

Page 4: "Being highly visible in the new world of social media" A presentation by Jared Evans Copyright © 2009

Optimize your blog for…Optimize your blog for…

The #1 search engineThe #1 search engine

66% (2/3) of all searching on the Internet!66% (2/3) of all searching on the Internet!It’s Google’s Internet. It’s Google’s Internet.

If a website isn’t found on Google, it may as well If a website isn’t found on Google, it may as well not exist. (who would be able to visit?)not exist. (who would be able to visit?)

Page 5: "Being highly visible in the new world of social media" A presentation by Jared Evans Copyright © 2009

Attracting the clicksAttracting the clicks Eye-catching title and attractive summary quickly tell Eye-catching title and attractive summary quickly tell

potential visitors why they should visit.potential visitors why they should visit.

Search results only show the title and a short summary, Search results only show the title and a short summary, so make the best use of these valuable pieces of text!so make the best use of these valuable pieces of text!

Use relevant keywords in your title. This is most Use relevant keywords in your title. This is most important! Many potential visitors may look at only the important! Many potential visitors may look at only the title to determine whether or not to click and visit your title to determine whether or not to click and visit your blog.blog.

Page 6: "Being highly visible in the new world of social media" A presentation by Jared Evans Copyright © 2009

>>The revenge of the non-bloggers!<<>>The revenge of the non-bloggers!<<

• Blogs can be hard to setup and maintain! Time Blogs can be hard to setup and maintain! Time consuming to gather, research, and review information to consuming to gather, research, and review information to make sure the post is well written or signed. make sure the post is well written or signed.

Many don’t bother.Many don’t bother.

• Facebook simplifies almost all of the work. Facebook simplifies almost all of the work. Sign up, connect with friends, and start posting!Sign up, connect with friends, and start posting!

Can do quick status updates, photos and video clips.Can do quick status updates, photos and video clips.

Page 7: "Being highly visible in the new world of social media" A presentation by Jared Evans Copyright © 2009

FacebookFacebook

• Easy for users to start using Facebook by finding and Easy for users to start using Facebook by finding and connecting with friends right away.connecting with friends right away.

• I was able to easily find 580 friends on Facebook and I was able to easily find 580 friends on Facebook and some people have 1,000 or more friends!some people have 1,000 or more friends!

A closer look at relationships inside Facebook shows they are symmetrical. HUH???

The type of relationship has big implications on how well a social media site can reinforce bloggers.

Page 8: "Being highly visible in the new world of social media" A presentation by Jared Evans Copyright © 2009

Symmetrical nature ofSymmetrical nature ofFacebook friendsFacebook friends

• Before two people can share with each other, both of Before two people can share with each other, both of them must approve the other as a friend. them must approve the other as a friend.

• This is a 1-to-1 symmetrical relationship.This is a 1-to-1 symmetrical relationship.

• Results in clear user identities. Everyone on Facebook Results in clear user identities. Everyone on Facebook actually uses their real names!actually uses their real names!

In contrast to the anonymous nature of Internet In contrast to the anonymous nature of Internet where people may have no or odd usernames that have where people may have no or odd usernames that have nothing to do with their real names.nothing to do with their real names.

• Your Facebook friends are people you know personally Your Facebook friends are people you know personally or are acquainted with. No strangers lurk around your or are acquainted with. No strangers lurk around your profile.profile.

Page 9: "Being highly visible in the new world of social media" A presentation by Jared Evans Copyright © 2009

symmetrical relationshipssymmetrical relationshipslead to…lead to…

• More focus on the personal relationships with your More focus on the personal relationships with your friendsfriends

• What’s popular on Facebook:What’s popular on Facebook:

• Pictures of friends, parties, weddings, trips, newborn Pictures of friends, parties, weddings, trips, newborn babies, family, etc.babies, family, etc.

• Facebook sharing tend to be positive and leans towards Facebook sharing tend to be positive and leans towards superficial details about daily life.superficial details about daily life.

Page 10: "Being highly visible in the new world of social media" A presentation by Jared Evans Copyright © 2009

What doWhat dosymmetrical relationshipssymmetrical relationships

look like?look like?

• My Facebook friends are mostly deaf. Deaf community My Facebook friends are mostly deaf. Deaf community is small and many friends know each other. “It’s a small is small and many friends know each other. “It’s a small world.”world.”

• What if could draw lines between friends if they know What if could draw lines between friends if they know each other? each other?

• Get an idea of what the interconnectivity of the Deaf Get an idea of what the interconnectivity of the Deaf community looks like?community looks like?

Page 11: "Being highly visible in the new world of social media" A presentation by Jared Evans Copyright © 2009

Graph of Graph of symmetrical relationshipssymmetrical relationships

• The interconnectivity of the Deaf community:The interconnectivity of the Deaf community:

Page 12: "Being highly visible in the new world of social media" A presentation by Jared Evans Copyright © 2009

Implications of Implications of symmetrical relationshipssymmetrical relationships

To recap about Facebook:To recap about Facebook:

• Easy to useEasy to use

• Easy to find friendsEasy to find friends

• Clear user identitiesClear user identities

• No strangers or anonymous usersNo strangers or anonymous users

• Easy to post/view photos and video Easy to post/view photos and video clips.clips.

• So what’s not to like??So what’s not to like??

• High level of interconnectivity ensures High level of interconnectivity ensures that information travels fast within this that information travels fast within this tight-knit group of friends. tight-knit group of friends.

Page 13: "Being highly visible in the new world of social media" A presentation by Jared Evans Copyright © 2009

Implications of Implications of symmetrical relationshipssymmetrical relationships

• Your “sphere of influence” is limited to Your “sphere of influence” is limited to one degree. You can’t reach outside one degree. You can’t reach outside this circle.this circle.

• Facebook doesn’t have a strong Facebook doesn’t have a strong culture of re-sharing items with their culture of re-sharing items with their friends.friends.

• More difficult to break out of this circle More difficult to break out of this circle to spread your information to other to spread your information to other users who aren’t your friends! users who aren’t your friends!

• Facebook can be a double-edged Facebook can be a double-edged sword, especially for blogs.sword, especially for blogs.

Page 14: "Being highly visible in the new world of social media" A presentation by Jared Evans Copyright © 2009

Implications of Implications of symmetrical relationshipssymmetrical relationships

• Large degree of overlapping within Large degree of overlapping within this set of friends. this set of friends.

• Many friends will see the same Many friends will see the same information again if re-shared by other information again if re-shared by other friends.friends.

• Example: All those VRS service Example: All those VRS service announcements that show up several announcements that show up several times if re-shared by friends.times if re-shared by friends.

Page 15: "Being highly visible in the new world of social media" A presentation by Jared Evans Copyright © 2009

What aboutWhat aboutFacebook groups?Facebook groups?

• Facebook groups for nearly everything and many Facebook groups for nearly everything and many causes. Allows you to join other users outside your causes. Allows you to join other users outside your circle and talk about the cause.circle and talk about the cause.

• Despite some groups having thousands of users, have Despite some groups having thousands of users, have not seen any concrete examples of success in affecting not seen any concrete examples of success in affecting political changes in the real world. Facebook Groups political changes in the real world. Facebook Groups are similar to online petitions. Easy to sign up but are similar to online petitions. Easy to sign up but rarely any further action is taken.rarely any further action is taken.

• Not clear yet, if at all, how Facebook can be used Not clear yet, if at all, how Facebook can be used effectively to push for changes.effectively to push for changes.

Page 16: "Being highly visible in the new world of social media" A presentation by Jared Evans Copyright © 2009

Is Facebook helpful Is Facebook helpful for blogs?for blogs?

• Facebook too comfortable of a place to bring up thorny Facebook too comfortable of a place to bring up thorny political issues or activism? political issues or activism?

• Only a place to go and see updates about your Only a place to go and see updates about your friends?friends?

• When limited only to your circle of friends, it’s difficult to When limited only to your circle of friends, it’s difficult to start a wave of action on Facebook and it easily dies start a wave of action on Facebook and it easily dies out.out.

• Facebook may not offer strong reinforcement for Facebook may not offer strong reinforcement for bloggers.bloggers.

Page 17: "Being highly visible in the new world of social media" A presentation by Jared Evans Copyright © 2009

Starting to gain steam Starting to gain steam within the Deaf communitywithin the Deaf community

• Unlike Facebook, Twitter is based upon asymmetrical Unlike Facebook, Twitter is based upon asymmetrical relationships.relationships.

Twitter is more “open” than Facebook and allows more Twitter is more “open” than Facebook and allows more ways to interact between users:ways to interact between users:

• You can follow anyone.You can follow anyone.

• Anyone can follow you.Anyone can follow you.

• You can see anyone’s updates before following them.You can see anyone’s updates before following them.

• You can send a message to anyone.You can send a message to anyone.

Page 18: "Being highly visible in the new world of social media" A presentation by Jared Evans Copyright © 2009

• Unlike Facebook, there is no need to approve people to Unlike Facebook, there is no need to approve people to follow you.follow you.

• No limits for number of followers. No limits for number of followers.

• Some people have thousands of followers. A few Some people have thousands of followers. A few celebrities have millions of followers! They can get celebrities have millions of followers! They can get attention of many people instantly.attention of many people instantly.

Following on TwitterFollowing on Twitter

Page 19: "Being highly visible in the new world of social media" A presentation by Jared Evans Copyright © 2009

• Two things make Twitter a powerful communication Two things make Twitter a powerful communication medium: Tweeting and Retweeting (RT).medium: Tweeting and Retweeting (RT).

• When you update your Twitter status, you are “tweeting” When you update your Twitter status, you are “tweeting” to your followers.to your followers.

• If some of your followers liked your tweet, they can If some of your followers liked your tweet, they can retweet (RT) and spread your tweet to their followers.retweet (RT) and spread your tweet to their followers.

Tweeting and ReTweetingTweeting and ReTweeting

Page 20: "Being highly visible in the new world of social media" A presentation by Jared Evans Copyright © 2009

Tweeting and ReTweetingTweeting and ReTweeting

Tweeting 250 followers

Retweeting

800 users total

with 4 retweeting

Page 21: "Being highly visible in the new world of social media" A presentation by Jared Evans Copyright © 2009

• Important thing to remember: Tweets can only be 140 Important thing to remember: Tweets can only be 140 characters or less. Just sufficient for a single thought or characters or less. Just sufficient for a single thought or comment.comment.

• Hence, they cannot replace blogs. Still need blogs for Hence, they cannot replace blogs. Still need blogs for content with in-depth coverage. content with in-depth coverage.

• Twitter can be used to pass along links to blog posts.Twitter can be used to pass along links to blog posts.

• Twitter and blogs work very well together. Twitter now Twitter and blogs work very well together. Twitter now #1 source of traffic for some blogs.#1 source of traffic for some blogs.

Can Twitter reinforce blogs?Can Twitter reinforce blogs?

Page 22: "Being highly visible in the new world of social media" A presentation by Jared Evans Copyright © 2009

• Recent example of how Twitter and blogs worked Recent example of how Twitter and blogs worked together for the Deaf community.together for the Deaf community.

How Twitter and blogs How Twitter and blogs conquered Netflix in 14 daysconquered Netflix in 14 days

• May 29, 2009: The annual Netflix shareholder meetingMay 29, 2009: The annual Netflix shareholder meeting

Blogger Matt Rafat asked CEO Reed Hastings about adding captions to Netflix movies online.

CEO: “Other sites don't caption their online video and technology isn't ready yet. Adding captions isn't an active agenda item. DVDs are good enough.”

Basically, Netflix lied to deaf customers after "promising" captions for over two years.

Page 23: "Being highly visible in the new world of social media" A presentation by Jared Evans Copyright © 2009

• Within minutes: First shots fired by blogsWithin minutes: First shots fired by blogs

How Twitter and blogs How Twitter and blogs conquered Netflix in 14 daysconquered Netflix in 14 days

• Two bloggers, Jared and Jamie Berke, blogged their Two bloggers, Jared and Jamie Berke, blogged their disgust about CEO’s remarks. DeafRead publishes and disgust about CEO’s remarks. DeafRead publishes and draws the initial attention to the blog posts.draws the initial attention to the blog posts.

• Set off additional comments about this event on other Set off additional comments about this event on other relevant blogs.relevant blogs.

• Some people publicly cancel their Netflix accounts.Some people publicly cancel their Netflix accounts.

Page 24: "Being highly visible in the new world of social media" A presentation by Jared Evans Copyright © 2009

• Within hours: Ignition on TwitterWithin hours: Ignition on Twitter

How Twitter and blogs How Twitter and blogs conquered Netflix in 14 daysconquered Netflix in 14 days

• Aggressive outreach to Twitter users by pointing them Aggressive outreach to Twitter users by pointing them towards the blog posts and comments.towards the blog posts and comments.

• A twitter user with 2,000 followers tweeted about it. She A twitter user with 2,000 followers tweeted about it. She is well-known in high-tech Silicon Valley (where Netflix is is well-known in high-tech Silicon Valley (where Netflix is based).based).

• Frequent retweeting by several “small-time” Twitter Frequent retweeting by several “small-time” Twitter users with lower number of followers to keep on users with lower number of followers to keep on spreading the news to others.spreading the news to others.

• Marlee Matlin, at this time, has only 1,000 followers and Marlee Matlin, at this time, has only 1,000 followers and doesn’t yet know about the Netflix event.doesn’t yet know about the Netflix event.

Page 25: "Being highly visible in the new world of social media" A presentation by Jared Evans Copyright © 2009

• Next few days: continued pressureNext few days: continued pressure

How Twitter and blogs How Twitter and blogs conquered Netflix in 14 daysconquered Netflix in 14 days

• Several more blog posts about the lack of captions on Several more blog posts about the lack of captions on NetflixNetflix

• One deaf blogger talking about Netflix’s lack of captions One deaf blogger talking about Netflix’s lack of captions gets 4,400 views via DeafRead.gets 4,400 views via DeafRead.

• Many tweets continue inside Twitter about NetflixMany tweets continue inside Twitter about Netflix

Page 26: "Being highly visible in the new world of social media" A presentation by Jared Evans Copyright © 2009

• June 4: The tide turnsJune 4: The tide turns

How Twitter and blogs How Twitter and blogs conquered Netflix in 14 daysconquered Netflix in 14 days

• Marlee Matlin catch the wind of the protest and goes on Marlee Matlin catch the wind of the protest and goes on a rip about Netflix and the lack of captions. At this time, a rip about Netflix and the lack of captions. At this time, she is up to 5,000 followers.she is up to 5,000 followers.

• Her star power packs an extraordinary punch.Her star power packs an extraordinary punch.

• Marlee’s constant tweeting and retweeting, including the Marlee’s constant tweeting and retweeting, including the subsequent retweeting by her followers starts the subsequent retweeting by her followers starts the #caption trend on Twitter.#caption trend on Twitter.

• Netflix’s own twitter account is aggressively targeted by Netflix’s own twitter account is aggressively targeted by many tweets.many tweets.

Page 27: "Being highly visible in the new world of social media" A presentation by Jared Evans Copyright © 2009

• June 11: Increasing the pressure on NetflixJune 11: Increasing the pressure on Netflix

How Twitter and blogs How Twitter and blogs conquered Netflix in 14 daysconquered Netflix in 14 days

• Marlee Matlin gets Kirstie Alley to retweet about Netflix’s Marlee Matlin gets Kirstie Alley to retweet about Netflix’s lack of captions to her 51,000 followers.lack of captions to her 51,000 followers.

• Marlee experiences a big increase in followers and Marlee experiences a big increase in followers and grows to 10,000. Only seven days earlier, it was at grows to 10,000. Only seven days earlier, it was at 5,000!5,000!

• Marlee continues to tweet about Netflix and encourages Marlee continues to tweet about Netflix and encourages her followers to spread the word by retweeting and her followers to spread the word by retweeting and complaining to Netflix directly.complaining to Netflix directly.

Page 28: "Being highly visible in the new world of social media" A presentation by Jared Evans Copyright © 2009

• June 12: Victory?June 12: Victory?

How Twitter and blogs How Twitter and blogs conquered Netflix in 14 daysconquered Netflix in 14 days

• Netflix caves in and openly promises on their official Netflix caves in and openly promises on their official blog that online captions will happen within a year.blog that online captions will happen within a year.

• The overall bad PR for Netflix brought in over 8,000 The overall bad PR for Netflix brought in over 8,000 letters and calls about the lack of captions.letters and calls about the lack of captions.

This real world example shows how Twitter and blogs can This real world example shows how Twitter and blogs can complement each other to push for real results.complement each other to push for real results.

Page 29: "Being highly visible in the new world of social media" A presentation by Jared Evans Copyright © 2009

• Having a celebrity with thousands of followers take the Having a celebrity with thousands of followers take the lead was probably the most significant contribution to a lead was probably the most significant contribution to a successful outcome.successful outcome.

• Asymmetrical relationships on Twitter made it possible Asymmetrical relationships on Twitter made it possible for Marlee Matlin to have thousands of followers. This for Marlee Matlin to have thousands of followers. This would be impossible on Facebook.would be impossible on Facebook.

• Today, Marlee has 14,000 followers but she is only Today, Marlee has 14,000 followers but she is only following 80 people.following 80 people.

Value of asymmetrical Value of asymmetrical relationshipsrelationships

• What is special about these 80 people? Here, Twitter What is special about these 80 people? Here, Twitter again shows the value of those relationships.again shows the value of those relationships.

Page 30: "Being highly visible in the new world of social media" A presentation by Jared Evans Copyright © 2009

Thank you all for coming!Thank you all for coming!