no blog is an island
DESCRIPTION
Alistair Fairweather's presentation at the 24.com Blogging Workshop on 03 October 2009 (Media24, Auckland Park).TRANSCRIPT
NO BLOG IS AN ISLANDblogging and the social media ecosystem
Why do we blog?
• Personal expression and satisfaction• Status (aka personal branding)• Philanthropy• Promotion and marketing• Cold, hard, cash-ola
SOCIAL ANIMALS - Alistair Fairweather8/25/2009
All those things rely on...
•Readers• Regular• Loyal• Vocal• Bloggers themselves
SOCIAL ANIMALS - Alistair Fairweather8/25/2009
The attention economy
• People’s attention span is limited• In the last 20 years we’ve gone from dozens of
channels to a quarter of a billion• So you are in a war to win people’s attention• People no longer revere traditional media• People pay attention to other people
SOCIAL ANIMALS - Alistair Fairweather8/25/2009
So how do I get more of them?
• Write better• Write more often• Advertise• Join the social media ecosystem
SOCIAL ANIMALS - Alistair Fairweather8/25/2009
What do I mean by social media?
• Any media in which the majority of the content is derived from the users
• We are great apes – social animals
• Social media reduces the friction of distance and time
• DemocraticSOCIAL ANIMALS - Alistair Fairweather8/25/2009
SOCIAL ANIMALS - Alistair Fairweather8/25/2009
Can’t see the video? Find it here.http://www.youtube.com/watch?v=MpIOClX1jPE
...and “ecosystem”?
• Any sustainable, cyclical system in which all the parts are connected to and rely on all the other parts
• In social media terms: the interconnected cycle (flow) of influence and information on the internet
SOCIAL ANIMALS - Alistair Fairweather8/25/2009
The social media ecosystem
You
SOCIAL ANIMALS - Alistair Fairweather8/25/2009
And this will help me, how?
• This ecosystem gives your messages “suface area”
• That means more opportunities to be seen in more places
• To maximise surface area you need to be: – On all appropriate channels– Shareable / portable– Approachable / reachable– Responsive
SOCIAL ANIMALS - Alistair Fairweather8/25/2009
CLIMBING THE FOODCHAINTackling Twitter, beating blogs and slaying social networks
SOCIAL ANIMALS - Alistair Fairweather8/25/2009
Twitter?
• A free flowing stream of content, conversations and questions
• Social media at its most immediate and raw• A “pure” social network• Totally meritocratic• The “pulse” of the real-time internet
SOCIAL ANIMALS - Alistair Fairweather8/25/2009
How do I use it?
• Publishing / expression
• Research
• Interaction – instant feedback
SOCIAL ANIMALS - Alistair Fairweather8/25/2009
The lingo• “Tweet” (v) to say something in Twitter
– (n) a single unit of conversation – an update
• Retweet (v) to pass on a tweet and give credit to the source (like forwarding an email)– (n) see “tweet” above
• “@ reply” (v) to reply directly to someone using their Twitter name– (n) one such reply
• “Mention” (n) an @ reply directed at your account
• “Trending topic” (n) any subject that is currently in the list of the top 20 most discussed topics on Twitter (worldwide)
SOCIAL ANIMALS - Alistair Fairweather8/25/2009
How do I measure it?
• Followers
• Retweets and mentions
• Tweetmeme
• Snip.URL
SOCIAL ANIMALS - Alistair Fairweather8/25/2009
Blogging the ecosystem
• Choose an angle / flavour / personality• Read, read, read• Comment everywhere• Link to other blogs• Post about posts
SOCIAL ANIMALS - Alistair Fairweather8/25/2009
How do I measure it?
• Blog posts• Track or pingbacks• Comments• Google Analytics– Incoming links– Readers
SOCIAL ANIMALS - Alistair Fairweather8/25/2009
Social Networking?
• Any site or service whose primary purpose is to allow users to interact with each other on a personal level
• Yes, that means email and chat• The most personal form of social media
SOCIAL ANIMALS - Alistair Fairweather8/25/2009
How do I use it?
• Publishing (blog network app)• Private messaging• Events • Research
SOCIAL ANIMALS - Alistair Fairweather8/25/2009
How do I measure it?
• Blog network application• Activity (comments, discussions etc)• Number of messages you receive• Analytics
SOCIAL ANIMALS - Alistair Fairweather8/25/2009
Other social media channels
• Video sharing (YouTube)• Social knowledge (Answerit)• Forums• Social gaming• Custom social media offerings
SOCIAL ANIMALS - Alistair Fairweather8/25/2009
Small is beautiful
• Don’t expect a huge response (at least not at the start)
• One new loyal reader is worth 100 gawkers• Remember: it’s a conversation• Be present
SOCIAL ANIMALS - Alistair Fairweather8/25/2009
THANK YOUMuchos gracias
SOCIAL ANIMALS - Alistair Fairweather8/25/2009