Transcending Geography and GenerationsSocial Media for ProfessionalsSilicon Halton MeetUp – June 22, 2010

Cheryl McKinnon, CMO @ Nuxeo

@CherylMcKinnon

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Web Levels the Playing Field

• Small companies can compete with large incumbents

• New companies can compete with established providers

• Easy to look bigger than you are

• Build global street cred in your area of expertise

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Build Your Web Community Now

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Rise of “Web 2.0”

• You Know the Drill

–Blogs, Wikis, Twitter, Community Sites, Image / Video Sharing Sites, Social Bookmarking

• Gained popularity in Consumer World, but becoming Business mainstream in recent years

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Why Engage?• Need a Clear Purpose - Start with 1 – not many

• Listening vs. Engaging vs. Reacting

• Event? Brand? Program / Company Promotion?

• Personal or Professional Development?

• Market Research, Community Polling (aka Crowd Sourcing), Competitive Intelligence

• Unleash Your Alter Ego for Practice

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Rules of Engagement• “Social” Media means Interacting with People

–Conversation

–Plain Language

–Sense of Personality

–Don't Talk Like a Press Release

• Always Remember the Network Effect

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Rules of Engagement• Distinguish Between a Corporate Social Media

Name and a Personal One

–Corporate Name – links to more formal Press Releases, Events, Articles, Call to action

–Personalities – a commentary on the more formal content – highlight, best quote, why they liked it.

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Rules of Engagement

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Where to Engage• Four Key Areas for Business

–Program Awareness and Lead Generation

–Customer Service and Care

–Competitive and Market Intelligence

–Recruiting and Building Talent Pool

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Look Bigger Than You Are• Amplify In Person Events with Social Media

Participation

• Challenge Assumptions and Lazy Shorthand

• Stretch Conference and Trade Show Dollars by Ignoring Most Booths

• Coordinate Staff and Partner Online Efforts

• Promote Content Across Multiple Channels

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Building Network - Talent

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Building Network – Lead Gen

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Building Network – Market IQ

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Tracking Content • Twitter

• “Hashtags”

• #

• Metadata

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Building Awareness • Blogs

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Building Awareness

• Think about the Participants as well as the Platform

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Building Network – Lead Gen • Professional Associations

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Building Network• SlideShare.Net / YouTube / Vimeo / Blip TV

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Never Underestimate the Power of Passion

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Q & A• Round Table

–Where have you started?

–What worked?

–What Didn't?

–What Will you Try This week?

–At Home?

–At Work?