the social media playbook
DESCRIPTION
This is another variation of my work around the Social Media Playbook, a step forward in my book writing process. It needs some work still to make it prettier and tell the story, but I delivered it to the Social Media Club Workshop in Austin on November 6, 2007.TRANSCRIPT
The Social Media
PlaybookLook | Listen | Join | Lead
Somewhere along the way, markets, what we did together, became marketing, what we do to each other.! ! ! ! ! ! ! ! ! ! David Weinberger
The 4 C’s of Social Media
Context
Contacts
Communications
Collaboration
The Importance of Social Media
Social Media is tearing down the walls that keep us apart and changing the rules that have kept us from being human inside our companies.
The Abstract CorporationCreated an US vs. THEM Attitude
We even use war metaphors to make clear our intent to assault our customers
targets
campaigns
tactics
air cover
capture
The illusion of control
Have you ever played Telephone?
The illusion of control
The Myth of CRM
Have you ever tried to manage a relationship with your spouse?
Meaningful relationships are based on love and mutual respect
The illusion of control
Can you really prevent people from saying bad things about you or your company?
Not in a free society
The Ostrich CEO or the Ivory Tower
The Revolution is distributed
Change is not only coming its here
When this younger generation enters the work force, things will really be different
Change happens every day, as 10 years ago with the advent of the Web, this is the next chapter
tangent - shared meaning
One problem with ‘media’
Power of images, words, and stories to connect or separate
The solution is conversation, the back and forth that creates understanding
3 letters
perception
intention
Conversation Replaces MarketingWe don’t do it to someone, we do it together, we build understanding
It is messy and difficult to control
This is where we learn from each other
How we learn and develop understanding
Experience Conversation
Media
In the beginning...
Fire is hot
Meat is good
Caves are shelter
Sex makes babies
Grunts
Cave Paintings=
Storytelling
In the broadcast era...
Push messages at people through tv, radio and print
Free Trials
The Product
Sales ++
Support --
In the conversation era...
The Experience
Relationships Matter
Trust
Transparency
Authenticity
Intentions
Create media to connect with your market and serve your community
Getting to Work
Look
Listen
Join
Lean
Look
Where are the communities that care about the same things we do?
Where’s the conversation?Who’s influential?What are my employees doing online?
Listen
What are they talking about today?What do they care about?What are the words they use to describe us
and the things we care about?
Gut CheckIs the way we talk about the things we do in alignment with the way others are talking about the same things?
What are the values we represent, what should they be?
What needs to be different to participate instead of to control?
Join
Who do you know that they should know?
What can you contribute?
Where should I invest my time?
How can I help?
Lead
What is your outcome and purpose? (intention)
Where are you publishing regularly?
What resources do you have to host conversations?
How can you improve?
Business is Personal•Start with the presumption of trust
•Make clear your intentions
•Give people a chance
•Provide power for people’s passions
• “Live the life, love the life” (as Jake McKee said earlier)
•Participate in your market’s conversations
•Personal Pronouns are ok!
•Social Media creates opportunities to be found and to connect
•Trust the conversation
(un)marketing•Help people buy, don’t sell
•Stop spending marketing dollars only to the point of sale, invest in getting to the point of satisfaction
• “Customer service is the new marketing” Thor Muller
• “The brands with the best story tellers win” CEO of iProspect
•Participate in the community, give without expectations of getting
•50% of all advertising doesn’t work, more often then not, the other 50% doesn’t either
•Help people save time, make money, get more done, be happy, find meaning, connect with others, and find greater satisfaction
Take risks. Ask big questions. Don't be afraid to make mistakes; if you don't make mistakes, you're not reaching far enough.! ! ! ! ! ! ! ! ! ! David Packard
Chris Heuerhttp://www.chrisheuer.com/[email protected]