social media is
DESCRIPTION
Description of South Florida\'s tech community and an introduction to Social MediaTRANSCRIPT
Social media ...DMAF Orlando November 2008
Alex de [email protected]
Remember that fast-talking FedEx guy?
I can’t speed talk, but I’ll try to do 60 slides in 10 minutes!
http://www.youtube.com/watch?v=NeK5ZjtpO-M
How we’ll spend thenext 10 minutes:
About South Florida’s Web
and New Media community
What is social media?
5 quick tips
About me
http://alexdc.org
http://twitter.com/alexdc
http://alexdc.org/wiki
StartPR: social media management
- Track your mentions on social networks and on over 100 million blogs
- Annotate and store important posts
- Coordinate responses with colleagues
- Report on mentions and improve blogger relations activity
http://startpr.com
RefreshMiami: new media community
- South Florida’s web and new media community
- Established March 2006
- Over 500 members
- Monthly meetups
http://refreshmiami.org
BarCampMiami: web community
- Third web and new media “un”conference
- February 22nd 2009, just before the Future of Web Apps conference
- Over 250 participants expected
- Free conference supported by company sponsorships
http://barcampmiami.org
SMCSF: social media community
A community for the champions of social media and those seeking to learn
- Expand media literacy
- Share lessons learned
- Adopt industry standards
- Promote ethical practices
http://socialmediaclubsf.org
Enough blah blah blah, Alex ...
What is social media?
Wikipedia is a social media, solet’s look there for a definition ...
tools for sharing and discussing
Tools Activities
Interaction
socialmedia
activities that integrate
technology and social interaction
Tools Activities
Interaction
socialmedia
Tools Activities
Interaction
socialmedia
interaction that builds
shared meaning among communities, as people share their stories and experiences
Through social media, people build their online ...
• Presence
• Credibility
• Identity
• Authority
• Reputation
• Influence
Graph: GustavoG http://www.flickr.com/photos/gustavog/9708628/
David Armano
Traditional mediaNewspapersMagazinesTelevision
RadioBooksCDs
DVDsA box of photos
Physical, paper mail and catalogsYellow Pages
Digital mediaCellphones
Compact discDigital video
Digital televisione-bookInternetMinidisc
Video gameWorld Wide Web
and many interactive media
Social mediaBlogging
Social NetworkingWikis
BookmarkingPhotosharingCalendaring
TaggingPodcasting
Microblogging
http://www.briansolis.com/2008/08/introducing-conversation-prism.html
The Conversation Prism
adecarvalho’s tags on del.icio.us
alexdecarvalho’s photos on Flickr
@alexdc’s conversations on Twitter
Social media• Traditional media above can’t be changed. A newspaper can’t
magically change its stories
• You can interact with my blog. You can leave a comment.
• You can get some sense of the popularity of my stuff in real time.
• With the “new media” you can look at my archives and see all posts.
• Here on my blog I can mix media. A post could contain text, audio, video, or photos.
• Here on my blog I don’t need to convince a committee to publish.
• The new media is infinite. (time, space, schedule)
• The new media can be syndicated, linked and easily reused.
• The new media can be mashed up with data from other services.
Robert Scoble, http://scobleizer.com/2007/02/16/what-is-social-media/
ok, but what’s that got to do with my company?
http://www.gapingvoid.com/Moveable_Type/archives/001607.html
Hugh McLeod
Markets are conversations
X is the membrane between your internal conversation, A, and what your customers are saying about you, B
http://thoughtnow.blogspot.com/2006/04/nyc-and-automobiles.html
Think of advertising in general
Interruption marketing
How advertisers see us
http://thoughtnow.blogspot.com/2006/04/nyc-and-automobiles.html
Most of advertising is really not that different from ...
... unsolicited commercial messages
advertisers might as well talk to the hand
because we’re besieged by ads!(and not even my cat likes spam)
http://thoughtnow.blogspot.com/2006/04/nyc-and-automobiles.html
do you see the membrane?
break down that wall or membrane between your company and your customers
Jeep’s website
links to social networks on Jeep’s website
http://www.flickr.com/groups/jeepexperience/
active community of Jeep aficionados on Flickr
markets are conversations
A brand is the collective consumer concept of a company.
Logos are just brand identification.
Peter Kim, Forrester Research
"The biggest challenge is moving away from thinking about [social media] as marketing and PR.
It's about product development, it's about IT.
It's got to cut across all functions of the company."
-ADWEEK, July 2008
http://www.adweek.com/aw/content_display/news/digital/e3i5dab627a6e5e9f670fe61aa2512a7514?pn=1
http://www.slideshare.net/absolutesubzero/community-management
1. Become or hire a community manager1.a) Also, train your colleagues
IntelIntel will build credibility among the tough-to-
impress IT crowd by putting its engineers out
front, rather than a media-trained spokesperson.
So far, 150 engineers have been selected to
contribute as bloggers on Intel sites and on other
tech sites.
-ADWEEK, July 2008
http://www.adweek.com/aw/content_display/news/digital/e3i5dab627a6e5e9f670fe61aa2512a7514?pn=1
2. Go where people are
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.
http://infoworthsharing.com/blog2/2008/06/go_where_the_people_are.html
http://www.briansolis.com/2008/08/introducing-conversation-prism.html
The Conversation Prism
3. Listen
Questions:
• How do people feel about my brand?
• What is being discussed?
• Who’s talking?
• Are they influential?
• Is my marketing working?
• Are my products working?
• How do we engage in the conversation?
Listen: track your mentions
online brand monitoring / South Florida startuphttp://startpr.com
What should I track?
• Key employees
• Company name and URL
• Competitors
• Product and service names
• Brands
• Keywords
• Trends
You may be amazed at what you’ll find out ...
Listen, then manage and react to conversations
http://startpr.com
4. Measure and count individual units, not just agreggate results
5. Learn from others
http://www.zappos.com/tribal.zhtml
Thank you :)DMAF November 2008
Alex de [email protected]
photo creditspuppy 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/
web 2.0 logos http://www.flickr.com/photos/94291223@N00/122881874/
conversation prism http://www.flickr.com/photos/50698336@N00/2735401175/
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/
billboard man http://www.flickr.com/photos/51363629@N00/96643546
yeehaw http://www.flickr.com/photos/61654243@N00/444844788/
jelly beans http://www.flickr.com/photos/jspad/450848498/
community manager http://www.flickr.com/photos/celesteh/397931208/