Social media ...DMAF Orlando November 2008

Alex de Carvalhoalex@alexdc.org

Remember that fast-talking FedEx guy?

I can’t speed talk, but I’ll try to do 60 slides in 10 minutes!

http://www.youtube.com/watch?v=NeK5ZjtpO-M

How we’ll spend thenext 10 minutes:

About South Florida’s Web

and New Media community

What is social media?

5 quick tips

About me

http://alexdc.org

http://twitter.com/alexdc

http://alexdc.org/wiki

StartPR: social media management

- Track your mentions on social networks and on over 100 million blogs

- Annotate and store important posts

- Coordinate responses with colleagues

- Report on mentions and improve blogger relations activity

http://startpr.com

RefreshMiami: new media community

- South Florida’s web and new media community

- Established March 2006

- Over 500 members

- Monthly meetups

http://refreshmiami.org

BarCampMiami: web community

- Third web and new media “un”conference

- February 22nd 2009, just before the Future of Web Apps conference

- Over 250 participants expected

- Free conference supported by company sponsorships

http://barcampmiami.org

SMCSF: social media community

A community for the champions of social media and those seeking to learn

- Expand media literacy

- Share lessons learned

- Adopt industry standards

- Promote ethical practices

http://socialmediaclubsf.org

Enough blah blah blah, Alex ...

What is social media?

Wikipedia is a social media, solet’s look there for a definition ...

tools for sharing and discussing

Tools Activities

Interaction

socialmedia

activities that integrate

technology and social interaction

Tools Activities

Interaction

socialmedia

Tools Activities

Interaction

socialmedia

interaction that builds

shared meaning among communities, as people share their stories and experiences

Through social media, people build their online ...

• Presence

• Credibility

• Identity

• Authority

• Reputation

• Influence

Graph: GustavoG http://www.flickr.com/photos/gustavog/9708628/

David Armano

Traditional mediaNewspapersMagazinesTelevision

RadioBooksCDs

DVDsA box of photos

Physical, paper mail and catalogsYellow Pages

Digital mediaCellphones

Compact discDigital video

Digital televisione-bookInternetMinidisc

Video gameWorld Wide Web

and many interactive media

Social mediaBlogging

Social NetworkingWikis

BookmarkingPhotosharingCalendaring

TaggingPodcasting

Microblogging

http://www.briansolis.com/2008/08/introducing-conversation-prism.html

The Conversation Prism

adecarvalho’s tags on del.icio.us

alexdecarvalho’s photos on Flickr

@alexdc’s conversations on Twitter

Social media• Traditional media above can’t be changed. A newspaper can’t

magically change its stories

• You can interact with my blog. You can leave a comment.

• You can get some sense of the popularity of my stuff in real time.

• With the “new media” you can look at my archives and see all posts.

• Here on my blog I can mix media. A post could contain text, audio, video, or photos.

• Here on my blog I don’t need to convince a committee to publish.

• The new media is infinite. (time, space, schedule)

• The new media can be syndicated, linked and easily reused.

• The new media can be mashed up with data from other services.

Robert Scoble, http://scobleizer.com/2007/02/16/what-is-social-media/

ok, but what’s that got to do with my company?

http://www.gapingvoid.com/Moveable_Type/archives/001607.html

Hugh McLeod

Markets are conversations

X is the membrane between your internal conversation, A, and what your customers are saying about you, B

http://thoughtnow.blogspot.com/2006/04/nyc-and-automobiles.html

Think of advertising in general

Interruption marketing

How advertisers see us

http://thoughtnow.blogspot.com/2006/04/nyc-and-automobiles.html

Most of advertising is really not that different from ...

... unsolicited commercial messages

advertisers might as well talk to the hand

because we’re besieged by ads!(and not even my cat likes spam)

http://thoughtnow.blogspot.com/2006/04/nyc-and-automobiles.html

do you see the membrane?

break down that wall or membrane between your company and your customers

Jeep’s website

links to social networks on Jeep’s website

http://www.flickr.com/groups/jeepexperience/

active community of Jeep aficionados on Flickr

markets are conversations

A brand is the collective consumer concept of a company.

Logos are just brand identification.

Peter Kim, Forrester Research

"The biggest challenge is moving away from thinking about [social media] as marketing and PR.

It's about product development, it's about IT.

It's got to cut across all functions of the company."

-ADWEEK, July 2008

http://www.adweek.com/aw/content_display/news/digital/e3i5dab627a6e5e9f670fe61aa2512a7514?pn=1

http://www.slideshare.net/absolutesubzero/community-management

1. Become or hire a community manager1.a) Also, train your colleagues

IntelIntel will build credibility among the tough-to-

impress IT crowd by putting its engineers out

front, rather than a media-trained spokesperson.

So far, 150 engineers have been selected to

contribute as bloggers on Intel sites and on other

tech sites.

-ADWEEK, July 2008

http://www.adweek.com/aw/content_display/news/digital/e3i5dab627a6e5e9f670fe61aa2512a7514?pn=1

2. Go where people are

Think of it this way. If you are a fisherman you would not fish for the trophy catch in stagnated water.

You would need to go to where there is fresh water.

That's where the fish are.

http://infoworthsharing.com/blog2/2008/06/go_where_the_people_are.html

http://www.briansolis.com/2008/08/introducing-conversation-prism.html

The Conversation Prism

3. Listen

Questions:

• How do people feel about my brand?

• What is being discussed?

• Who’s talking?

• Are they influential?

• Is my marketing working?

• Are my products working?

• How do we engage in the conversation?

Listen: track your mentions

online brand monitoring / South Florida startuphttp://startpr.com

Listen: monitor your brand(s)

http://startpr.com

What should I track?

• Key employees

• Company name and URL

• Competitors

• Product and service names

• Brands

• Keywords

• Trends

You may be amazed at what you’ll find out ...

Listen, then manage and react to conversations

http://startpr.com

4. Measure and count individual units, not just agreggate results

5. Learn from others

http://www.zappos.com/tribal.zhtml

Thank you :)DMAF November 2008

Alex de Carvalhoalex@alexdc.org

photo creditspuppy http://www.flickr.com/photos/klapow/39693385/

garfield http://www.flickr.com/photos/pasma/580401331/

70 years of Spam http://www.flickr.com/photos/dok1/2607573904/

web 2.0 logos http://www.flickr.com/photos/94291223@N00/122881874/

conversation prism http://www.flickr.com/photos/50698336@N00/2735401175/

dinner conversation http://www.flickr.com/photos/88543347@N00/80462964/

talk to the hand http://www.flickr.com/photos/99757245@N00/2652563248

child http://www.flickr.com/photos/40732566596@N01/109538354/

hungry fish http://www.flickr.com/photos/75269757@N00/727422407

seti http://www.flickr.com/photos/49457106@N00/280789933/

attention http://www.flickr.com/photos/69148125@N00/326386880/

billboard man http://www.flickr.com/photos/51363629@N00/96643546

yeehaw http://www.flickr.com/photos/61654243@N00/444844788/

jelly beans http://www.flickr.com/photos/jspad/450848498/

community manager http://www.flickr.com/photos/celesteh/397931208/