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Transcript of Engaging in Social Media to Spark Conversations by Brian Solis, FutureWorks and PR2.0 , ...
Engaging in Social Media to Spark Conversations
by Brian Solis, FutureWorks and PR2.0www.future-works.com, www.briansolis.com
Social(izing) Media
"We are the people formerly known as the audience."
Jay Rosen
The Chain of Influence has Evolved
One to Many
The Chain of Influence has Evolved
One to One - Now Includes People
Markets are Now Conversations
It’s a cycle driven by the voices and connections of people and their networks
Brand
Markets are Conversations – Participation is Marketing
the cluetrain manifesto
What is Social Media
Short Version• Anything that uses the internet to facilitate
conversations
Longer Version• Social Media is the democratization of information,
transforming people from content readers into content publishers. It is the shift from a broadcast mechanism to a many-to-many model, rooted in conversations between authors, people, and peers.
What is Social Media?
• It's about people• It's about community• It's about participation• The shift from monologue to dialog• It has changed traditional media and
marketing, it has not replaced it
• Social Networks• Photos• Blogs• Podcasts• Mircroblogs• Micromedia• Social calendar• Documents• Video • Livecasts• Social bookmarks• Crowdsourced news• Comment and community marketing• Virtual worlds• Wikis• New Media Releases• Lifestreams and workstreams• Tags
Social Media Landscape
Robert Scoble’s Social Media Starfish
People Are the New Influencers
• Gone are the days of talking “to” people and controlling the message from company to influencer to audience. Now companies are forced to let go as "audiences" have given way to the very people we chose to leapfrog for the greater good of mass marketing.
• Brands have become democratized. Audiences have evolved into factions of people linked together by common interests. Messages have deteriorated into a lost language that no one cares to revive, not even Mel Gibson.
It’s About Sociology & Anthropology
• It’s not about technology• Sociology is the study of human social
behavior• Anthropology is the study of human societies
and cultures and their development• Technology simply provides the tools to
facilitate conversations online• Humanize your story by matching it to the
culture and the people driving the communities you’re trying to reach
Answer These Questions
• Why are you interested in participating in Social Media?
• What are your intentions?• How will you measure success?• Why should you get invited to the party?• What will you do if your tactics get you and
your company slammed?
Find the People that Matter
• In order to reach people, figure out who they are and where they go for information. – There is no magic bullet for reaching everyone all at once
• Focused communications cultivates relationships and loyalty
• Less is more
It All Starts with Listening
• Technorati• Google Blogsearch• Google Alerts• BlogPulse• Individual Networks• Reading• Observing
Participation, Not Marketing
• Do not participate as a marketer, engage as a person• It’s about conversations, not messages• You’re working with people, not audiences• Know what the hell you're talking about
– Humanize the story
• Be a resource, not a sales person • Go “native” - become part of the community• Learn• Respect the communities you engage in and they will
respect you– Companies will earn the relationships they deserve
Social Tools
• Widgets• Profiles• Feeds• Tags• Apps• Trackbacks• Comments• Memes• Blogs• VNR 2.0• Wikis• RSS• UGC – user generated content• Crowdsourcing• Basic HTML
• SocialMediaClub.com - Start your own chapter!• Society for New Communications Research –
www.sncr.org• PR2.0 – www.briansolis.com• Now is Gone – www.nowisgone.com
Resources - If you get it, share it.