Ed Schipuleschipul@schipul.com www.schipul.com // www.brandtobedetermined.com

Social Media 101+Embracing the Rock Star Communicator’s Toolset

http://www.flickr.com/photos/restlessglobetrotter/2132076796/

What we’ll talk about...

• Tools of the Social Media world

• Social Media in action

• 4 Pillars of Social Media success

• 3 Motivations of People

Growing Community through online Communication

http://www.flickr.com/photos/jkgroove/116773990/

Traditional (old) Media

Social (new) Media

Feel overwhelmed?

(me too)

http://www.flickr.com/photos/rmx/312837476/

Social Media is a conversation...

... and groups you know are already participating!

But how do they do it?

User Generated Content rocks!

Welcome to the Blogosphere

• Interactive

• Conversational

• Cost-effective

• Powerful connectors

Social Media Tools

Easy as:

But what makes a Blog a Blog?

A rather dry Blogging checklist

• Transparency

• Conversational tone

• Genuine passion for a subject

• Feedback mechanisms

• Community participation and interaction

• Knowledge sharing

http://www.flickr.com/photos/dcassaa/1331767481/

Bored

We are our own brand and represent another

But it’s so much more....

Let’s look at some Real Live Business Blogs

Company Blogs

Boeing B2B Flight Test Journalwww.boeing.com/commercial/777family

Thought Leader Blog

Event marketing company shares the lovewww.eventmarketing.zvents.com

CEO Blog

GM grooves on the online community’s input

FastLane Blog - GM’s Bob Lutzhttp://fastlane.gmblogs.com/archives/bob_lutz

‘After years of reading and reacting to the automotive press, I finally get to put the shoe on the other foot. In the age of the Internet, anyone can be a ‘journalist’.’~Bob Lutz

How to use a Business Blog(from The Corporate Blogging Book by Debbie Weil)

1. Be a (generous) thought leader

The SEM Blog (the brainy)www.thesemblog.com

Nifty how-to’s andinstructional posts

Training andserviceannouncements

Industry newsand geek gossip

2. Build your community

Houston Zoo Blogwww.houstonzooblog.com

3. Customer Relations

The Everything Typepad Bloghttp://everything.typepad.com

4. Conferences and Events

PRSA International 2007 Conferencewww.prsaconference07.info

5. Build your Brand

Photojojo Blogwww.photojojo.com/content

6. Customer Evangelists

Starbucks Gossiphttp://starbucksgossip.typepad.com

• Ignore• Get mad• Love and reward

Your options:

7. Viral marketing - the good and the bad

Flogs (fake Blogs) = bad

http://cloverfieldclues.blogspot.com

8. Blog is the new Web site

Caroline Collectivewww.carolinecollective.cc

Tracking your Blog’s success

What is Blog success?

• High traffic time?

• Post topics particularly hot?

• What are your readers excited about?

• Who are your top referrers?

• How are they consuming your info?

• Feed readers?

• Email subscriptions?

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Statistics are available, numbers work...Tracking your success....

Google Analytics (free and track your PPC)www.google.com/analytics

Learn about your RSS subscribers

Feedburner (free)www.feedburner.com

Tracking your success....

Bling Bling for your Blog

Badges of honor - make your brand portable

• Let your visitors take your brand with them

• Easily embedded / shared graphics that show interests or affiliation

• Cooler than a boring logo and much more interactive

http://www.librarything.com/extras.php

http://www.flickr.com/badge.gne

Widget what?????

• Handy little ‘thingies’ that do stuff

• Useful

• Promotional

• Personal (content aggregator)

• Create or consume:• http://widgets.yahoo.com • www.sproutbuilder.com • www.widgetbox.com

Make your life easier: Windows Live Writer

http://windowslivewriter.spaces.live.com/

They are already talking about you...

but what are they saying?

Track the conversation and find out!

www.google.com/alerts Email updates for your

company name and keywords

www,technorati.com/watchlist Powerful Social Media search

engine watches for your terms and updates you

http://alerts.yahoo.com Yahoo! alerts you of any

occurrences of defined terms and names

Tracking the online conversation...

Further online Reputation Management

Google Trends search: www.google.com/trends

Technorati search: www.technorati.com

Tracking the online conversation...

How do you compare to your competition?

www.blogpulse.com Great visuals to track you and

your competition’s online activity and Buzz

Tracking the online conversation...

Find something less-than-great about your business online?

Deal with it! NOW!

Timeliness and sincerity mean everything

• Draft response strategy beforehand

• If you need to say you’re sorry:mean it and back it up with visible action!

• A crisis is NOT the time to start a Blog

• Respond personally and publicly

Tracking the online conversation...

Let’s take a quick breather!

Podcasts - How an iPod makes you smartSocial Media Tools

http://www.flickr.com/photos/ollyhart/123420044/

• Low-tech recorded online ‘radio shows’

• Amazing knowledge sharing

• Listen wherever you want

Arts Houston interviews, music, readingswww.artshouston.com/podcast

Duct Tape Marketing podcastwww.ducttapemarketing.com/podcast

RSS - Monitor the CommotionSocial Media Tools

How does it all work?

Addictive and essential Google Reader: www.google.com/reader

http://www.youtube.com/watch?v=RkBdNBQNlRk&feature=related

Online video - no popcorn required

• Tell your story

• Keep members in the loop

• Share knowledge

• Be genuine

Social Media Tools

Artists promote Orange Show awesomenesswww.vimeo.com/49438

Let’s talk photoswww.flickr.com

http://www.flickr.com/photos/rhaaga/2384045113/

Sharing memories and generating buzzMore than just pretty faces and scenery

http://flickr.com/groups/oih/

You already might have a following on Flickr!http://flickr.com/photos/billtex48/2178056762/

http://bighugelabs.com/flickr/

Spread the Flickr love and look cool doing itDo more with less...

It’s all about the Commotion

http://www.flickr.com/photos/spotrick/1661694268

Social Networks - Connective and effectiveSocial Media Tools

• Leverage existing networks

• Reach out to audience in a familiar and comfortable environment

• Evangelize your organization

Facebook - not just for college kids

• Group pages grow camaraderie

• Share your knowledge with: - Facebook apps- ‘Share’ feature- News feed

• Great event planning and buzz generation

www.facebook.com

http://www.new.facebook.com/group.php?gid=19149921502

Social Networks - Connective and Effective

MySpace - not just for the music crowd

• Go where your people are

• Events, RSS feeds, friend bulletins, great ways to communicate

www.myspace.com

http://www.myspace.com/orangeshoworg

Social Networks - Connective and Effective

Social Powerpoint-ing with Slideshare

• Share

• Learn

• Be famous

• Find other brains like you

www.slideshare.net Find Ed’s presentations at

www.slideshare.net/eschipul

www.slideshare.net

Social Networks - Connective and Effective

Are your prepared to answer Mayor’s White’s

Social Media challenge to Houston?

Ning - Create your own Social Network

www.ning.com

http://babble.ning.com/

http://aspcacommunity.ning.com/

Social Networks - Connective and Effective

3 steps and you’re done!Social Networks - Connective and Effective

1. Name and describe

2. Add your widgets

3. Change the look

4. DONE!Add logo

Invite and promote (+ get help with that content)Social Networks - Connective and Effective

All a-Twitterwww.twitter.com

What are you doing right now?

www.twitter.com

In 140 characters or less...

www.twitter.com/dsilverman

How can you use Twitter?The (new) Art of Community Building

• Share your brain candy and link love

• Promote community and friends’ events and news

• (secondarily) Promote your events, content and news

• Give live outline of events or presentations

• Tell your friends where the speed traps are :)

• Say thank you!

Follow the Micro-Blogging buzzWant to know who is talking about you on Twitter?

www.tweetscan.com

www.summize.com

www.twitscoop.com

Feed your Tweets into other sitesDo more with less...

Twitter links to know

• IABC - www.twitter.com/iabc

• Steve Rubel - www.twitter.com/steverubel

• Mike McGuff - www.twitter.com/mikemcguff

• Marc Nathan - www.twitter.com/mnathan

• Kami Huyse - www.twitter.com/kamichat

• KHOU - www.twitter.com/khou

• Fresh Arts - www.twitter.com/fresharts

• Houstonist - www.twitter.com/houstonist

• Schipul - www.twitter.com/schipul

Cool Twitter links and resources

• Tweetscan - www.tweetscan.com

• TwitPic - www.twitpic.com

• Brightkite - www.brightkite.com

• Twittervision - www.twittervision.com

• Twitter Directory - www.twitdir.com

• Twitter Buzz - http://twitterbuzz.com/

• TwitterHolic - http://www.twitterholic.com/

Let’s take a quick break....

What’s your motivation?

A rubber raft in the middle of the ocean

http://www.flickr.com/photos/greenpeace_esperanza/sets/72157594522171737/

3 Motivations

Read more: http://www.schipul.com/en/art/?562

1. Material

2. Social

3. Ideological

3 MotivationsMaterial Social Ideological

1. Cash2. Discounts3. Volunteers get free admission4. Linkbacks to your site5. Promotion*

1. Networking2. Socialization3. Identity4. Certification / validation5. Professional / Development6. Sex7. Relationships8. Organized Religion9. Status10. Esteem11. Some politics12. Achievement13. Self-esteem*14. Promotion

1. Belief in a cause2. Long-term political goal3. Religious / spiritual4. Self-actualization5. Art

http://www.schipul.com/en/art/?562

1. Material Incentives

• Pay this, get that. Done.

• Time-value of $$

• Transparency matters!

• Keep it small and simple

Photo credit: http://www.flickr.com/photos/thegreentrilby/93788893/

2. Social Incentives

• Incredibly complex

• Bunch of introverts

• All we need is love

Photo credit: http://www.flickr.com/photos/barackobamadotcom/2214065098/

3. Ideological

• Time-triggered, not time bound

• Keep an eye on ethics

• Search engines powerful ideologue connectors

Photo credit: http://www.cathedralgrove.se

Julia Butterfly

4 Pillars of a Strong Social Media Campaign

A brief look at the 4 Pillars of Social Media Success

•Consulting

•Training

•Recruiting **

•Promotinghttp://www.flickr.com/photos/96dpi/2119924191/

1. Consulting

• What are your goals?

• Survey within and without

• Participation is key

• Make sure things are right in the offline world too

2. Training

• Social Media etiquette school

• Use those student interns for knowledge sharing!

• Play nice with others on your own for practice

• Patience, patience, patience

3. Recruit

• Identify your current in-house Social Media rock stars

• Recruit those that know and can show you how

• Stay humble

• Be as transparent as possible

4. Promoting

• Disclosure is essential

• Reach out to your communities

• It’s not all about you

• Get busy with the ‘invite friends’ button

It’s all connected - be consistent, keep it simple

Quickie Social Media To-Do’s

1. Read blogs (find them on www.technorati.com)

2. Set up an RSS Feed Reader (www.google.com/reader)

3. Join Facebook (www.facebook.com)

4. Join Flickr (www.flickr.com)

5. Track the buzz about you (www.google.com/alerts)

Thanks for participating today!

Ed Schipul

CEO, Schipul - The Web Marketing Companywww.schipul.com // www.tendenci.com (281) 497.6567

Blog: www.brandtobedetermined.com Flickr: www.flickr.com/photos/eschipul Twitter: www.twitter.com/eschipul

Find my slides on Slideshare: www.slideshare.net/eschipul