20100327 fewa presented slides
TRANSCRIPT
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Social Media and Your Business
Forensic Expert Witness AssociationMarch 27, 2010
San Francisco, CA
John LarkinGreg Barber
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Email request
• http://www.tinyurl.com/fewaworkshop
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Social Networks
MySpace
GaiaSecond Life
Ning
Ryze
Orkut
Ecademy
Tribefubar Jamendo
Good Reads
Twine
Digg
StumbleUpon
Delicious
Friendster
OK Cupid
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Social Networking
• One in every 11 minutes online globally is accounted for by social network and blogging sites– Social Networking Sites have surpassed e-mail
• Mark Hackman (PC World, March 10, 2009)• Nielsen (Oct 2009): An average of 6 hours per
month per user spent on FB• Facebook surpasses Yahoo as the 2nd most
visited site– LA Times, February 18, 2010
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Obama
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McCain
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Web 1.0
• Top down• Updating static HTML pages• FROM a central information source
OUT TO a group of eager information seekers:
magazine
bulletins
website
e-blasts
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Web 1.0
• It was still clear, during the time of Web 1.0, what was universally meant by the word EXPERT.
• Who controls the "means of [intellectual] production"?
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Web 1.5
• The RSS feed• The Web switches from “pull” to “push”• Uses XML
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Exercise
• Creating an RSS reader account– Create a Google Account
• Password naming convention– Subscribe to an RSS feed
• http://www.forensic.org/fewa/• http://www.nytimes.com• http://www.theonion.com
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Subscribing to RSS (IE 7+)
Google home pageGoogle ReaderBloglinesMyYahoo!IE Favorites
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Subscribing to RSS (Firefox)
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Web 2.0
• From – connecting people with documents
• To – connecting people with people
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Web 2.0
• BETWEEN information seekers
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Social Graph
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Social Graph
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Social Graph
• What kinds of connections already exist between you and your clients/stakeholders?
• What kinds of connections can now be leveraged that couldn't be leveraged before?
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Web 2.0
• Value (profitability) shifts– From owning access to [scarce]
information or opportunity for interactivity
– To creating/facilitating/owning the conduits of community
• Produce more • Produce with an eye toward
interactivity
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New Models
• Not to be used in same, top down way– Not just another top-down medium
• Level of commitment – Easy to set up a social network– Takes a lot of work to make one work– Still have to plan carefully– Must monitor content far more actively
than before– Responders should have the authority
(these are real-time conversations here)
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Ch-ch-ch-changes
• From deterministic to probabilistic• From social networking to social
notworking
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Quick and Easy Publishing
• Increasing Complexity
Newspapers
Television
Associations
Conferences
PUBLIC
SOURCES
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News Bookmarking Services
• StumbleUpon– Create account– Customize profile/choose topics– Subscribe to each other's stumbles
• Digg– Create account– Search and subscribe; add friends
• Delicious (formerly de.licio.us)• Reddit
– Create an account– Create a Reddit
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StumbleUpon
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Digg
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Don't forget your quotation marks
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Other "Social" News Agg Sites
• http://www.mixx.com/• http://kirtsy.com/• http://tipd.com/
– Self niched for "financial news"
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• Create account– Edit profile– Search email contact list (optional)– Set privacy settings– Create lists
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Case Study
• Guy Berry: Real Estate Agent, Trainer, Expert Witness– Note profile
photo– Note the
note
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Facebook Core Apps
• Find friends– Befriend/Friend others in the group
• Post a status– Comment on a friend's status– Remove conversation
• Create a photo album• Create a group/fan page for your
business– "Advertising" "pages" "create a page"– Send out an announcement from that group
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Facebook: WARNING
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Facebook Apps
• Networked blogs– Find a few blogs to follow– Register your own blog if you have
one• Create a box• Social RSS (RSS-Connect)
– Download toolbar• Simplaris BlogCast
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Facebook Apps
• I Endorse• My Business BlinkWeb • Professional Profile
– Doesn't work on Mac
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Facebook Apps
• Calliflower• SmartMessage Center • Voice Mail app• Introductions
– PC only• Create a Badge
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Digression
• Google Docs Forms, an alternative to SmartMessage Center
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Facebook Apps
• SocialFly• Workspace Huddle
– Fileshare; upload logo• Slideshare
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Placing a Facebook Ad
Select "Advertising" from the bottom of any page.
Then click "Create and Ad."
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MySpace RIP
• “[E]xpress yourself into a void and hope people come to visit your page.” – Web 2.0 tools, Web 1.0 structure
• “Hoped that … users would write long-form blogs but …
• The quick and easy publishing on Facebook and Twitter [won out].”– (RWW: http://tinyurl.com/cgadbl)
• Music playing when page loads - WTH
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Twitter and the 80-20 Rule
• "[T]he most prolific 10% of twitterers accounted for 90% of all tweets"
• 20% of account holders have not tweeted anything at all– Economist January 28, 2010
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Twitter … However…
• Folks, however, are still using Twitter to drum up business– http://business.twitter.com/twitter10
1/• Dell• Jet Blue• Pepsi• Levi's
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• Create an account• Upload a background photo
– For later: 1024x768 pixels (or larger)– Keep your graphics to the left-most 150 pixels
• Tweet your first tweet• Tweet second tweet using #FEWA• Go to search.twitter.com • Type in #FEWA• Friend/Follow each other• Return to search.twitter.com
– Type in relevant term to find people to follow• Retweet something
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• Value: More than finding out what your cousin had for breakfast
• Features– Hash marks– RT– search.twitter.com
• Trending topics– Twitterberry– übertwitter– Twihrl– Sponsored conversations (izea.com)
• http://www.youtube.com/watch?v=U1Bnmrssfqg
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• Oh yeah, you can meet actual people on Twitter
• Building relationships vs. mass follows
• When do I start caring that my brand is being Tweeted?
• 300 followers? How many care what you have to say?
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• “[N]o one on Twitter wants to be 'sold to' or 'marketed to.' They are there to build relationships.”
• Chummy or formal? “The businesses it works best for are the ones that have a deep understanding of the people they serve.”– RainToday.com
• Best 40 brands on Twitter– http://mashable.com/2009/01/21/best-twitte
r-brands/
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Twitter Apps: News Outlets
Associated Press, @associatedpressFinancial Times @FTmedianews, @FTfinancenewsLA Times, @latimesbreaking, @latimesworld, @latimestechMcClatchy Washington Bureau, @McClatchyDCMacworld, @MacworldOrange County Register, @OCRegisterPRWeek magazine, @prweekstaffReuters, @ReutersScientific American Magazine & Website, @SciAmSilicon Alley Insider, @alleyinsiderThe Chicago Tribune, @chicagotribuneThe Guardian, @guardiannewsThe London Times, @timesonlineThe New York Times, NY, @nytimesThe Washington Post The Trail/44, @wapo44US News & World Report, @usnewsUSA Today, @ondeadline
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Twitter Apps: News Outlets
NPR, @nprNews The Atlantic, @atlantic_onlineHarpers, @harpersHuffington Post, @huffingtonPostCNN Breaking News, @cnnbrkLady Gaga, @lADYgAGAMcKinsey Quarterly, @MckQuarterly American Spectator, @AmspecMother Jones, @MotherJonesThe Economist, @theeconomistHarvard Business Review, @harvardbiz National Review, @NROCorner
Exercise: Find at least 25 news outlet Twitter feeds and add them to a list called "News."
Create two or more other lists and place those news tweet feeds into them.
Anticipate ending up following hundreds of accounts, get started early with lists.
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Twitter Apps: Monitter
Three search termsFilter by location
Generate RSS feed
Updates in real time, no "refreshing" needed.
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Twitter Apps: TweetDeck
twitter linkedin twitter DMs twitter hashmark
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Twitter Apps: Twilert
Trending topics that you specify are emailed daily to you.
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Twitter Tools
• Twello
Exercise: find 25 people to follow using specific search criteria.
Don't forget to assign each to one or more lists.
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Twitter Tools: My Cleenr
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Twitter Tools: Twitterfeed
If your blog generates an RSS feed, you can use this service to automatically create a tweet each time your blog is updated.
Keep in mind, though, that most blogging services now provide a mechanism for this so you might not need Twitterfeed.
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Friend Feed
• Rooms• Room with a view of other rooms• Pack as much into the headline as
possible
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Flickr
• Create account• Upload photos• Share
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YouTube
• Channels• How to upload a video• How to download a video
– mediaconverter.org
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Yammer
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• Getting by with the free version• Groups• Searching for contacts
– San Francisco CEOs with expertise in Accounting
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LinkedIn: Profile
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LinkedIn: My Groups
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LinkedIn: Find Groups
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LinkedIn: Create Groups
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LinkedIn: Email Delivery Settings
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LinkedIn: Email Updates
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LinkedIn: Applications
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Building Your Own
• Not so free– Mzinga– Ramius
• Free– Ning– Wordpress
• .com• .org
– Drupal
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Ning
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New Models (cont.)
You can't just reach out to your followers…
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New Models (cont.)
addthis.com
…You must provide them the means to pass your message along to their followers.