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social networking for grownups

01.25.10

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http://about.me/miketrap

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agenda

3 ideas5 steps

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good business is personal.

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net′•work•ing – a process, common among the unemployed, of inviting people who can hire you to lunch.

“If all of Coke’s plants were burned to the ground, if every one of its employees were to quit, if all of its retail distribution was lost to competitors, if every single remaining tangible asset was sold, the person who owned the rights to the Coke name and trademark could go to any bank in the world… and borrow money to completely rebuild the company.”

Brand AidBrad VanAuken

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A “Brand” is not the stimulus…

…but the collective emotional response.

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think brand, not network

• a goodwill asset, out there• lives in the hearts and minds of others• at least aware of you, top-of-mind• hopefully positively predisposed to

you• ideally eager to help you

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“Some day, and that day may never come, I would like to call upon you to do a service in return…”

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serve others, serve yourself

• not karma. just community.

• spend an hour every week

• help. answer a question.• make an intro. have

coffee.• add value, for someone

else

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3 ideas

1. good business is personal.

2. think brand, not network.

3. serve others, serve yourself.

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agenda

3 ideas5 steps

social marketing to the uninitiated…

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…and to the enlightened.

“Social media is like a cocktail party...”

headspace

good posture.

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promise of social media

Scalable Intimacy

More intimate relationships than are possible through

broadcast media, at sufficient scale to impact

the enterprise.

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social networking for grownups

active outreach & participation

5. engage

develop original content

4. contribute

cull third-party content

3. curate

monitor the conversation

2. listen

establish a presence

1. show up

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if you’re willing to do 1 thing…

Invest in LinkedIn.

• get your profile completed• connect your address book• get recommended• participate in groups• help people whenever

possible

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if you’re willing to do 2 things…

Build a listening station.

• identify your relevant conversation• find it on the web• aggregate it into an RSS feeder• identify the smartest participants• begin to develop your own

perspective

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the plumbing

http://tinyurl.com/contenthub

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http://www.feedly.com

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if you’re willing to do 3 things…

Begin to curate content.

• get started on Twitter• get the “share on LinkedIn”

button• use your listening station to find

worthwhile content• share it with your network

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http://scalableintimacy.com/how-to-get-started-on-twitter/

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if you’re willing to do 4 things…

Begin to contribute content.

• begin to actively comment• start a simple blog

• Tumblr, Posterous, Wordpress…

• write something relevant and useful• react authentically to someone else

• promote through LinkedIn, Twitter, etc.

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http://tumblr.com

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if you’re willing to do 5 things…

Engage with the people you meet.

• sign up for HootSuite• pull in your LinkedIn, Twitter, even facebook

• create search words on your specialty• engage with people who use them• curate, create, interact – in real time• extend relationships to the real world

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http://hootsuite.com

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social networking for grownups

active outreach & participation

5. engage

develop original content

4. contribute

cull third-party content

3. curate

monitor the conversation

2. listen

establish a presence

1. show up

not rocket surgery, folks.

1. decide who you’re talking to.

2. listen to learn how you can help them.

3. deliver content that does so.

4. build a relationship over time.

5. ask for what you want.

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social marketing is social

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http://about.me/miketrap

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Holland-Mark is a strategic marketing firm focused on helping brands win by

becoming imperative to their customers and prospects.

thank you.