social media principles ii

Social Media Principles: It’s more then marketing

ChrisHeuer

Founder,SocialMediaClub

Crea3veCatalyst,AdHocnium

1Monday, April 27, 2009

Welcome to the social world...

• Welcome to the era of conversation and real 1-to-1 business

• Spin doesn’t work, people smell BS a mile away, and they tell their friends (and everyone else) to avoid it

• Advertising isn’t effective anymore, no one is watching the ads and no one cares

• People want to talk to people, not marketing and communications professionals

• The Cluetrain is well on its way to the future, are you on it?http://cluetrain.com/

A Sales Pitch or Useful Information

What do you hope to get from me today? Something that is good for me, or something that is good for you?

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A Sales Pitch or Useful Information

Just like you right now, no one likes being sold, people like to buy. People want you to help them not push stuff on them.

Great products aren’t sold, they’re bought

“Advertising is the tax you pay for mediocre products.”

- Peter Hirshberg Partner, The Conversation Group

photo by chris heuer

What is Social Media?

• It’s not the thing, so much as what we do with it, the SHARING of media is the socializing of it and through it

• According to Wikipedia:• Social media is information content created by people using highly accessible and

scalable publishing technologies that is intended to facilitate communications, influence and interaction with peers and with public audiences, typically via the Internet and mobile communications networks. The term most often refers to activities that integrate technology, telecommunications and social interaction, and the construction of words, pictures, videos and audio. This interaction, and the manner in which information is presented, depends on the varied perspectives and "building" of shared meaning among communities, as people share their stories and experiences. Businesses also refer to social media as user-generated content (UGC) or consumer-generated media (CGM).

• Ultimately, Social Media is a way to discover and connect with each other as individual’s and as on behalf of the companies we represent

Understanding Social Media

Social Media is... more art then science

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It’s not about pulling levers & getting results

Being social is a way of thinking from which you can create new opportunities to talk WITH your audiences and get the cash register ringing BECAUSE you are being helpful and focused on them, not yourself

There is no secret sauce...

Transport of the mails, transport of the human voice, transport of flickering pictures-in this century as in others, our highest accomplishments still have the single aim of bringing men together.

Antoine de Saint-Exuperay, 1939

Social Media is changing the way we connect with each other and the things that are important to us.

Connections? So where do we begin?

• Examine the Greater Significance of the technology and its potential to impact our current way of thinking and doing. What are the Macro Trends?

• Making an organization more social is not just a thing to do, it's a way to be

• Being social requires a certain amount of emotional intelligence

• Success is often determined more by your attitude more then your aptitude.

• Determine who you want to connect with and why? Is it for you? Is it for them? is it for your mutual benefit?

Return to Basics

• Know your audience

• Know their needs

• Use their language

• Help them meet their goals

PR 2.0 / Marketing 2.0 / Web 2.0 / Enterprise 2.0 = Sales 101

The 4 C’s

• Context

• Communications

• Collaboration

• Connections

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Social Media / NetworkOur medium for communication / our online place for community and the people we know

Social Network Success

• Not in the community for your marketing, they are there to be social...

• So be social with them, provide them something valuable or engage them, don’t interrupt

• Don’t try to sell, help them buy

• Shift your philosophical view before getting tactical

photo by chris heuer

Again, I can’t express more clearly how important your perspective and your attitude is in determining your organization’s success or failure...

Which is why I think it is paramount that your attitude is informed by these Social Media Principles before you start.

The Social Media Principles

• Be Human

• Be Aware

• Be Honest

• Be Respectful

• Be a Participant

• Be Open

• Be Courageous

Be Human

Be HumanDon’t Just Be Human, Be Yourself

Be Aware

Be AwareDon’t Just Be Aware, Be Smart

Be Honest

Be HonestDon’t Just Be Honest, Have Integrity

Be Respectful

Be RespectfulDon’t Just Be Respectful, Live by the Golden Rule

Be a Participant

Be a ParticipantDon’t Just Be a Participant, Contribute Value

Be Open

Be OpenDon’t Just Be Open, Be an Agent of Change

Be Courageous

Be CourageousDon’t Just Be Courageous, Be Willing to Fail

Be Social!!!

ChrisHeuerchrisheuer.com

adhocnium.com

twi>er.com/chrisheuer

flickr.com/chrisheuer

delicious.com/chrisheuer

socialmediaclub.org

chris@socialmediaclub.org

m.408.834.0884

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