the social media spine: building the backbone to your online presence

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The Social Media Spine: Building the backbone to your online presence Stacy Lukasavitz TDR Communications, LLC http://www.thatdamnredhead.net [email protected]

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Slides for the presentation I gave to Leadership Genesee on social media - very bare-bones approach to building an online presence, doesn't go too deep.

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Page 1: The Social Media Spine: Building the backbone to your online presence

The Social Media Spine:

Building the backbone to your online presence

Stacy Lukasavitz TDR Communications, LLC

http://[email protected]

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What is Web 2.0?

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What is Web 2.0?

Web 1.0 was about reading, Web 2.0 is about writingWeb 1.0 was about companies, Web 2.0 is about communitiesWeb 1.0 was about home pages, Web 2.0 is about blogsWeb 1.0 was about portals, Web 2.0 is about RSSWeb 1.0 was about wires, Web 2.0 is about wirelessWeb 1.0 was about owning, Web 2.0 is about sharingWeb 1.0 was about Netscape, Web 2.0 is about GoogleWeb 1.0 was about dialup, Web 2.0 is about broadbandVia Joe Drumgoole http://joedrumgoole.com/blog/2006/05/29/web-20-vs-web-10/

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What social media is not:

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Advertising.

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Just tools.

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The be-all, end-all of your marketing needs.

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A breeding ground for child molesters.

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a fad.

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Something just for nerds that has no impact on the rest of the world.

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So, what IS social media?

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". . . the use of technology combined with social interaction to create or co-create value" - John Jantsch (Duct Tape Marketing)

". . . shift in how people discover, read, and share news and information and content . . . a fusion of sociology and technology, transforming monologue (one to many) into dialog (many to many)” - Brian Solis (author, speaker, social media pioneer)

". . . a category of practices, technology, tools, and online sites that are based in social relationships, participation, and user-generated content" - Liz Strauss (Founder of SOBCon & originator of Successful & Outstanding Blog program)

". . . a broad collection of communication tools and practices - largely online - that foster the individual creation and sharing of content, and encourage the dialogue around that content at a human level . . . it's not all encompassing . . . social media is very much defined by each person who engages in it, and that definition will be different if you’re a business or an individual." - Amber Naslund (Altitude Branding founder & community manager at Radian6)

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YES.

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“It’s people having conversations online.”

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These conversations run on:

. . . and more!

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Shared Characteristics of Social Media:

• delivered in a human voice, instead of a corporate or “messaged” one

• invites feedback, dialogue, and discussion, whether positive or critical

• asks creators to be abundantly forthright about who they are and whose viewpoint they represent (if not their own)

• participatory and interactive

• main goal is to build relationships and contribute to a larger whole, not push messages or an agenda

Per Amber Naslund http://altitudebranding.com/2009/02/your-social-media-questions/

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57%of

internet users

are now on a

social network

(these are a couple)

Source: Universal McCann Power to the People Social Media Tracker Wave.3, March 2008

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read blogs(up from 66% in 2007)

Source: Universal McCann Power to the People Social Media Tracker Wave.3, March 2008

78%

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indexed since 2002

>133,000,000 blogs

Source: Universal McCann Power to the People Social Media Tracker Wave.3, March 2008

blog search engine

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>70,000,000

(as of March 2008)

videos on YouTube

Source: Universal McCann Power to the People Social Media Tracker Wave.3, March 2008

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Video is the quickest growing platform.

2006: 31% 2008: 83%

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22%social network users have installed a widget or application 55%

have shared photos

22%have shared videos

31% have started a blog

Source: Universal McCann Power to the People Social Media Tracker Wave.3, March 2008

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Why you should care:

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Social media practices are now permeating the entire business world, much like how the internet did in the late ‘90s.

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Reuters, “Porn passed over as web users become social” September 2008

Social networking sites are officially

more popular than porn.

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Source: IAB Platform Status Report: User generated content, social media, and advertising – an overview, April 2008

“In 2008, if you’re not on a social networking site, you’re not on the Internet.”

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Your audience is online and they’re talking about

you/your brand/company/organization.

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Ignoring them is the worst thing you can do.

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78%trust recommendations by others

14%trust advertisements

vs.

Source: Universal McCann Power to the People Social Media Tracker Wave.3, March 2008

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Without an online presence, you can only react, not respond appropriately.

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This can get a little overwhelming.

Let’s simplify things a bit.

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Collaboration

Multimedia Entertainment

Communication

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Differs from Traditional Media?

technologyis

theconduit

Source: Wikipedia

…depends on interactions between people as the discussion and integration of words building shared meaning. …it’s not finite…

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From a business perspective…

Traditional Media Social Media

VS

Customer Collaborator

Talk to Talk with

Selling Sharing

Voice = Company Voice = Citizen

Professionally generated User generated content

One-sided Multiple opinions

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What you need to know &

where you need to go

The Bare Bones:

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Googleability(noun) the ease with which information about a person can be found on an Internet search engine, particularly Google

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“If you’re not on the first page of Google, you don’t exist.”

- New Media adage

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http://google.com/s2/profiles/me

Go to the following URL and make your Google profile:

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Commonly used social media tools:

Source: Michael A. Stelzner, Social Media Marketing Industry Report, March 2009 http://www.whitepapersource.com/socialmediamarketing/

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Why MySpace is not taken seriously.

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You’ll really be considered a “professional,” won’t you?

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Microblogging?

• brief updates, 140 characters or less (“tweets”)

• published online, publicly or privately

• submitted via web, IM, text messaging, third-party application

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What are you doing?

Not ...

... but ...

What has your attention?

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Why would anybody do this?

• increase social, professional networks

• find jobs, employees

• customer service

• news updates

• promote projects, interesting articles, others

• event coordination

• possibilities are ENDLESS

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Personal, conversational

Headlines, news

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Customer Service

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True story

I know this guy in real life -- through Twitter.

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First major news story displaying impact of Twitter:

April 25, 2008

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The Power of the ReTweet:

• communicates ideas, news quickly to mass amounts of people

• viral in nature

• usually generates followers from one person’s network to another

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tweetupn. A real world meeting between two or more people who know each other through the online Twitter service.etymology: twitter + meetup = tweetup

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Tweet to your public timeline

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reply using @

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use “d” to directly/privately message somebody

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Many tools to make it easier

Twhirl

TweetDeck

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LOTS-o-services to use:

. . .these are just a few.

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(Don’t worry, I gave you a cheat sheet.)

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The 5 Stages of Acceptance1. Denial“I think Twitter sounds stupid. Why would anybody care about what other people are doing right now?”

2. Presence“OK, I don’t really get why people love it, but I guess I should at least create an account.”

3. Dumping“I’m on Twitter and I use it for pasting links to my blog posts and pointing people to my press releases.”

4. Conversing“I don’t always post useful stuff, but I do ues Twitter to have authentic 1x1 conversations.”

5. Microblogging“I’m using Twitter to publish useful information that people read AND converse 1x1 authentically.”

Originally published on Influential Marketing Blog (http://rohitbhargava.typepad.com)

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• founded in 2004 by Mark Zuckerberg, was then just for Harvard students

• quickly was released to all college students

• 2005 opened to high school students, then networks of large employers (Microsoft, Apple, etc.)

• 2006 opened to everyone 13+

Brief History:

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• > 175 million active users (world’s largest social networking site)

• More than half of Facebook users are outside of college

• The fastest growing demographic is those 35 years old and older

• More than 35 translations available on the site, with more than 60 in development

• About 70% of Facebook users are outside the United States

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• connect with family, friends, coworkers

• join networks of geography, workplaces, schools

• can create groups and “fan pages”

• “Friends Lists” privacy settings let you control who sees what in your profile

• easily create and promote events, keep track of RSVPs

• very compatible with mobile

A few features:

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Big Brands

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Small Businesses

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Chambers of Commerce

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Please note:• Personal profiles are for people, not

businesses or brands.

• Facebook is not MySpace.

• Once you have a personal account, you may set up a “fan page” for your business/brand/whatever you like.

• Facebook will suspend business and/or “fake” accounts upon discovery

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Sample Event

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Go to live Facebook demo?

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• world’s largest professional network (>37 million)

• business-oriented social networking site

• build credibility by getting recommendations from others, answering questions in the “Answers” section

• able to see your contacts’ contacts and can help facilitate introductions

• employers can list job openings & vet potential applicants

• can join discussion groups of professional interest

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Go to live LinkedIn demo?

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“Facebook reconnects you to your past, LinkedIn connects you to your present,

Twitter connects you to your future.”

- New Media adage

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1. (noun) a website, usually maintained by an individual or business with regular entries of commentary, descriptions of events, or other material such as graphics or video. Entries are commonly displayed in reverse-chronological order.

2. (verb) can also be used as a verb, meaning to maintain or add content to a blog.

blog (contraction of weblog)

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Why blog?• showcase your knowledge on a particular

subject

• build credibility in your field

• build relationships off trust

• have a dialogue with others on things you are passionate about

• practice your writing skills

• therapeutic & cheap

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• most common blog is personal, diary-form

• blogs for marketing/branding/PR purposes in a company are corporate blogs

• many focus on certain topic, such as cooking, travel, politics, fashion, music, etc.

• best blogging services: WordPress, Typepad (paid), Blogger

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Professional/Niche Blog

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Personal Blog

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RSSReally Simple Syndication

orRich Site Summary

• a format for delivering regularly changing web content

• Saves time by retrieving all the latest content from sites you normally go to and delivering them all in one place

• Subscribe to RSS feeds by the clicking universal orange RSS button (usually in top right corner)

• Content (your “feeds”) is read in a Feed Reader

• Popular Feed Readers: Google Reader, NetVibes, Yahoo Pipes, Bloglines

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Before you start blogging:• Set up a Google Reader account and subscribe to a handful

of feeds

• Read often and leave thoughtful, constructive comments, avoid being That Guy who says “Hey, check out my blog!” (Nobody likes That Guy.)

• Be patient -- blogging is karmic -- if you read others/participate elsewhere, readers will come to you

• Before writing a post, ask yourself “will this be useful, resourceful, and/or interesting to others?”

• REMEMBER: blogging is NOT one-way -- it is a conversation between you and your readers

• Be sure you can make the commitment to post regularly -- nobody likes an orphaned blog

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Chart courtesy of Beth Kanter http://beth.typepad.com

This is a very ballpark range. Everything depends on strategy and effort.

You’re probably wondering . . .

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Chart courtesy of Beth Kanter http://beth.typepad.com

But . . . just to give you an idea.

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Time commitment for social media marketing

Beginners: avg. 2 hrs/wk

Few months: avg. 10 hrs/wk

Few years: avg. 20 hrs/wk

Direct correlation between time spent per week and marketers’* experience with social media

*Keep in mind this is for social media marketing, not just run-of-the-mill social media (there’s a difference, but that’s a different seminar), but it gives you an idea, depending on who you are and what your goals are.

Source: Michael A. Stelzner, Social Media Marketing Industry Report, March 2009 http://www.whitepapersource.com/socialmediamarketing/

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The benefits of social media marketing

*Keep in mind this is for social media marketing, not just run-of-the-mill social media (there’s a difference, but that’s a different seminar), but it gives you an idea of the potential it has for you as an individual as well.

Source: Michael A. Stelzner, Social Media Marketing Industry Report, March 2009 http://www.whitepapersource.com/socialmediamarketing/

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Apply the W’sWHO are you trying to reach?

WHAT are they saying already? (listen)

WHERE are they online & WHERE should you be?

WHEN will you make time for your social media activities?

WHY are you doing this? (goals)

HOW will you engage?

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Getting Startedcreate your public Google profile

set up Google Alerts on yourself, your company, your interests

sign up for Google Reader/iGoogle, subscribe to a few feeds

connect with people that have similar interests/are in the same field

write a guest blog on a topic on which you’re an expert

create a blog only if and when you’re ready

create LinkedIn account, ask and answer questions on a LinkedIn board

join Facebook (if you haven’t already), create a group and/or page

feature your next event online and invite your network

give Twitter a shot, don’t give up if it you don’t “get it” right away

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Things to Remember:one size does NOT fit all

MUST develop strategy

Tools are not tactics

ID goals & work backwards

Link profiles together

Build your network before you need it

Don’t broadcast

Listen first, then talk

Link others, link often

Be patient

Be respectful

Keep it real

Keep content FRESH!

It’s not a numbers game - quality relationships over quantity

You don’t have to be everywhere, just where it matters to you/your goals

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There is no such thing as a “social media expert.”

Period.

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by Stacy Lukasavitz

TDR Communications, LLChttp://[email protected]: @damnredhead810-599-4813

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CreditsSpine illustration: Discovery Education’s Clip Art Gallery http://school.discoveryeducation.com/clipart/clip/backbone.htmlSlide 3: Web 1.0 v. Web 2.0: via Joe Drumgoole http://joedrumgoole.com/blog/2006/05/29/web-20-vs-web-10/Slide 5: Megaphone: FelipeArte http://www.flickr.com/photos/felipearte/44808639/Slide 6: Tools: Slambo_42 http://www.flickr.com/photos/slambo_42/2776132553/Slide 7: Fairy Godmother figurine by Lenox http://www.mistletoenholly.com/lx6130777.htmlSlide 10: D&D pic: Wil Wheaton http://www.flickr.com/photos/wilwheaton/3347417816/Slide 12: John Jantsch http://www.ducttapemarketing.com/; Brian Solis: http://www.briansolis.com; Liz Strauss: http://www.successful-blog.com/; Amber Naslund: http://www.altitudebranding.comSlide 14 & 21: LOLcats: http://www.icanhascheezburger.comSlide 15: Word Cloud: http://www.wordle.netSlide 16: Per Amber Naslund http://altitudebranding.com/2009/02/your-social-media-questions/Slide 17: Collage: Ludwig Gatzke http://www.flickr.com/hotos/stabilo-boss/Slide 17-22: Stats Source: Universal McCann Power to the People Social Media Tracker Wave.3, March 2008Slide 18: Woman Surfing web: tuexperto_com5 http://www.flickr.com/photos/26158685@N04/2798850223/Slide 24: Pushpins: Erica_Marshall http://www.flickr.com/photos/erica_marshall/2671869408/Slide 29: Boxing Gloves: KayVee.INC http://www.flickr.com/photos/kayveeinc/2540019625/Slide 31: Social Media Landscape http://FredCavazza.netSlide 32: Web 2.0 Landscape via Future Exploration Network http://www.futureexploration.netSlide 35 & 36 variation of slides by Caroline Cummings http://www.slideshare.net/carolinec/social-media-overview-1197231Slides 40 & 41: David Meerman Scott http://www.webinknow.comSlide 42: http://google.com/s2/profiles/meSlide 43, 91, 92: Source: Michael A. Stelzner, Social Media Marketing Industry Report, March 2009 http://www.whitepapersource.com/socialmediamarketing/ Slide 48: Twitter http://www.twitter.comSlide 50 & 51: photos via Getty Images http://www.gettyimages.comSlide 52: Shauna Nicholson @ShaunaN, MLive.com @MLiveSlide 53: Jet Blue Airlines @JetBlue, Frank Eliason @ComcastCaresSlide 54: David Meerman Scott http://www.webinknow.com; David Murray @DaveMurrSlide 55: "Student 'Twitters' his way out of jail" http://edition.cnn.com/2008/TECH/04/25/twitter.buck/index.htmlSlide 56: Originally appeared in “How Twitter Changed My Life” by MinXuan Lee (@audreytan)Slide 58: Photo of myself (@damnredhead) & Scott Monty (@scottmonty) taken by Daniel Eizans (@danieleizans, http://www.danieleizans.com) at Novi Tweetup, January 19, 2009Slide 62: TweetDeck http://www.tweetdeck.com; Twhirl http://www.twhirl.orgSlide 63: 3rd Party Twitter Apps collage by futileboy http://www.flickr.com/photos/futileboy/3026065024/ Slide 65: "The 5 Stages of Twitter Acceptance" Originally published on Influential Marketing Blog (http://rohitbhargava.typepad.com)Slide 69: Fortune “How Facebook is taking over…” http://budurl.com/FortuneFBSlide 82: http://en.wikipedia.org/wiki/BlogSlide 85: Eric Colburn http://ericcolburn.com/Slide 86: Tom Whickham http://tomwickham.blogspot.com/Slide 89 & 90: charts courtesy of Beth Kanter http://beth.typepad.com

with special thanks to Mary Ann Chick Whitesidehttp://www.mcwflint.com