ignite your social media - philanthrofest presentation
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Presentation given at the Philanthrofest Community Engagement InstituteTRANSCRIPT
Ignite Your Social MediaPhilanthrofest Miami Community Engagement Institute, February 8, 2013
Alex de Carvalho ● @alexdc ● [email protected]
✤ Intro
✤ Concepts
✤ Implementation
✤ Tips & Tools
Agenda
I create spaces for individuals,
companies, and brands to connect
I’m just a social media user ... and not
a guru, expert, or swami*!
(*The only Suomi in me is from my Finnish heritage)
http://facebook.com/groups/SMCSF
Social Media Club of South Florida
Established September 2008
- Over 2,500 members
- Monthly meetups average 100 participants
- Expand media literacy
- Share lessons learned
- Adopt industry standards
- Promote ethical practices
- Web and new media “un”conference
- Over 1,600 have attended five events
- Next one: May 2013
http://barcampmiami.org
BarCamp Miami
- South Florida’s largest web and new media community
- Established March 2006
- Over 2,500 members
- Monthly meetups average 150 participants
http://refreshmiami.org
RefreshMiami: new media community
Securing the ClicksNetwork Security in the Age of Social Media
Social media is present in your marketing mix
whether you like it or not
Concepts
Don’t Pitch Me, Bro!
from Traditional Media ... ... to Social MediaInstitutional Mediation
• Editing Process
• Publishing Process
• Time and Space Constraints
• Professionals with Degrees
Distributed Mediation
• Self-editing
• Updating, Sharing, Participating
• No Deadlines or Space Limitations
• Amateurs with Time
Individual Consumption
Broadcasting
Social Consumption
Engaging Communities
My BlogPodcasts
WikisForums
TV
Radio
Social Networks
markets are conversations
This is not a conversation
Interruption marketing
Traditional marketers broadcast “crafted” messages
How traditional marketers see us
They keep pitching us!
they might as well talk to the hand
we’re besieged by ads!
... unsolicited commercial messages
Peripheral Vision
“People don’t just connect to each other.
They connect through a shared object.”
-‐ Jyri Engestrom
TextText
“So ... what’s the scuttlebutt?”
We have shared interests
It’s the reason we speak to each other and not someone else
social object
We can create social objects
The market for shared experiences is inexhaustible
The social object is the reason two
people are talking to each other as
opposed to talking to someone else.
Implementation
Are you listening?
... Are you listening?
What are people discussing?
Who’s doing the talking?
Is the content accurate?
What are they passionate about?
Can you identify relationships and communities?
Are they meeting up in the real world?
You’ll be amazed at what you’ll find out ...
• Audit of current state • Competitive landscape • Listening & monitoring
• Planning • Roadmap • Resources • Policies • Processes
• Community management • Content marketing • Outreach & engagement • Marketing & comms support • Media buys
• Metrics • Analysis • Optimization
Goals
Research
Strategy
Implementation
Measurement
© Alex de Carvalho
Framework for social media implementation
Establish outposts on social networks
Think of it this way. If you are a fisherman you would not fish for the trophy catch in stagnated water.
You would need to go to where there is fresh water.
That's where the fish are.
The Social Media Starfish
Robert Scoble
“In social groups, some people actively participate more than others… Social participation tends to follow a 90-9-1 rule where:”
90 - 9 - 1 rule of social participation
A single user may affect or “infect” many others
When listening, quality counts, not quantity
David Armano
When quality becomes quantity
Transform Your Business by Being RemarkableSeth Godin
Branding
Lots of cows ...
Become the purple cow
Influence
Authority
Reputation
Credibility
Identity
Presence
The online objective
© Alex de Carvalho
Content and connection strategies
✤ Find your core and connect
✤ Ask big questions
✤ Open the side door: “The Making Of” & “B-Roll”
✤ It’s about your constituents, not you: provide support
✤ People love a good story
✤ Use outside voices: videos and interviews
✤ Be real and be yourself
Tips & Tools
google.com/alerts
google.com/reader
tweetdeck.com
bufferapp.com
shareaholic.com/
scribefire.com
• Create a Google+ Page• Establish Authorship• Claim Google Place• Get +1’s
Embrace your inner geek
http://blog.getsatisfaction.com/2011/01/24/community-manager/
Hiring someone or an agency?
✤ Understand demographics✤ Create a centralized platform✤ Research the social presence✤ Research work and brand examples✤ Find the agency’s employees on Twitter✤ Search, don’t just screen✤ Build trust✤ Allocate time
We can leverage social media to build real bridges between communities, by:
✤ Engaging people around topics of interest and encouraging them to collaborate and to develop communities
✤ Empowering people to use technologies to assist in improving their lives
✤ Open sharing of experiences, information and knowledge
✤ Developing cultures of transparency, inclusiveness, and innovation
✤ Localisation: local content creation, local resource distribution, local awareness development, local knowledge transfer, local solution development
Photo Credits - Creative Commons
✦ Swami http://www.flickr.com/photos/boskizzi/12103933/✦ Marketing mix http://www.flickr.com/photos/luc/1824234195/✦ Birsay cow http://www.flickr.com/photos/jamesm/1074197357/✦ Country living http://www.flickr.com/photos/sentrawoods/3473586209/✦ puppy http://www.flickr.com/photos/klapow/39693385/✦ garfield http://www.flickr.com/photos/pasma/580401331/✦ 70 years of Spam http://www.flickr.com/photos/dok1/2607573904/✦ dinner conversation http://www.flickr.com/photos/88543347@N00/80462964/✦ talk to the hand http://www.flickr.com/photos/99757245@N00/2652563248✦ child http://www.flickr.com/photos/40732566596@N01/109538354/✦ hungry fish http://www.flickr.com/photos/75269757@N00/727422407✦ seti http://www.flickr.com/photos/49457106@N00/280789933/✦ attention http://www.flickr.com/photos/69148125@N00/326386880/✦ community manager http://www.flickr.com/photos/celesteh/397931208/✦ volume http://www.flickr.com/photos/john/10196037/✦ india water http://www.flickr.com/photos/t4deux/3442829950/✦ pickup game - basketball http://www.flickr.com/photos/robinzeggs/141674593✦ jellybeans http://www.flickr.com/photos/jspad/450848498/
✦ Any omissions in attribution are unintentional and will be fixed if and when they’re pointed out
Ignite Your Social MediaPhilanthrofest Miami Community Engagement Institute, February 8, 2013
Alex de Carvalho ● @alexdc ● [email protected]