Social Media and Social NetworkingHow To Use It; Why You Can’t Ignore It

Dave NelsenDialog Consulting Group

We Socialize; You Capitalize .

8 (of 21) Ideas for Business

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http://bit.ly/social-media-hardi

More slid

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(Note: All lower case letters)

YouTube: Search for “Social Media Revolution 2”

Dave Nelsen - PresidentDialog Consulting412-779-2788 or dave@WeSocialize.biz

(Note the "Vistage" tab for video with voiceover and color slides in PDF format).

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Videos used in this presentation include (search YouTube for the phrases below):

"Social Media Revolution 2""Evolution of Dance""Snowball the Dancing Cockatoo"http://newsroom.cisco.com"T-Mobile Dance""United Breaks Guitars"www.willitblend.com

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OverviewSocial Media Social Networking

• 3 rules for social media• Idea Exchanges

• Blogging

• Twitter (search)• Facebook• LinkedIn

• Ning

• Crowd sourcing

Rule #1: The Cocktail Party Rule

Meet people, listen, talk, ask & answer questions, build relationships & trust...

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Talking "all about me" is rather boring to others and yet this is how traditional marketing is often done! Per the book “Guerrilla Marketing” remember: “Marketing is NOT about you; itʼs about THEM.”

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This is one of the all-time most popular videos.

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Rule #2: P I E

• Personality• Interesting• Entertaining• Authenticity

Rule #3: First, Create Value(for your target audience)

• Educate• Alert• Entertain• Inspire • Vet/Share

Social Media Defined(AKA User Generated Content)

•Content created by anyone - publishing and broadcasting democracy

•Sociology + Technology: Transforming monologue (one-to-many) into dialog (many-to-many)

From: http://en.wikipedia.org/wiki/Social_media

PIE, an old radio adage, updated with “authenticity”.

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This is the most important of the three rules. Be brutally honest in your assessment. If you canʼt create value for your target audience in a compelling and cost-effective manner, DO NOT “PASS GO”; youʼre wasting your time.

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...transforms monologue into dialog...

Idea 4: Dialog Your Products...

MyStarbucksIdea.com

This is the first big idea. Along with your website, product brochures, ads, email blasts, newsletters, press releases... (monologues), add a dialog. It accelerates learning on both sides and builds trust at a scale not possible with earlier communication tools.

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Also see: www.MyStarbucksIdea.com, www.ideastorm.com (Dell) and http://village.vistage.com/ideas/

An “Idea Exchange” capability is provided by www.salesforce.com or www.uservoice.com for $0 - $135/mo. (SFDC Enterprise Edition).

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“Dancing Parrot Leads toNew Scientific Theory”

• Dance was believed to be a uniquely human ability

• Researchers studied roughly 1,000 dancing animal videos

• Parrots and elephants can dance

• These animals also mimic sounds

• Theory: Brain circuitry for dancing enables intentional vocalization (language acquisition)

...accelerates learning....

So What?

“It’s not the strongest or most intelligent that survive, but those that

adapt to achanging environment

most quickly.”

Charles Darwin

Published by “Aniruddh D. Patel” of The Neurosciences Institute in San Diego in the journal “Current Biology” on May 26, 2009.

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Social Media accelerates learning if we can focus narrowly on information relevant to our businesses.

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Idea 5: Learn What They’re Saying

Ideas:• Your name• Company name• Executives• Competitors• Customers• Prospects• Industry terms• Regulatory• RFPs• •

Idea 5: Learn What They’re Saying

Armstrong -Lance -bik* (bike, biking, ...)

flooring OR “ceiling tile”

site:.gov site:.edu site:nytimes.com

Focusing:

Idea 6: Learn What They’re “Thinking”(twitter is the next best thing to having ESP)

ESP - Extra Sensory Perception

“back pain” near:15022 within:50mi

For each idea or web page, note the highlighted web address (URL) at the top.

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Click “Advanced Search” to learn the rules (same) for narrowing Google Searches and/or Alerts.

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On search.twitter.com, click “Advanced Search” to learn the rules for narrowing searches.

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Blogging Defined(Social Media in “Text” Form)

• A weblog is a type of website with regular entries of commentary, events, graphics, audioand/or video

• Editing, not HTML or programming

Idea 8: Read a Blog and Comment(Find your favorites using the search engine built for blogs)

An example of “email unsubscribe” with PIE.

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"Blog" is the shortened form of the term “web log”. Discover best practices in blogging at www.problogger.net

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Use technorati.com to determine the influence of various bloggers. Youʼll find blogs valuable in your job and career. Connecting with others who share your interests can be incredibly engaging. Comment to increase visibility and improve SEO!

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Comment to Create Visibility

• Generates direct traffic• Enhances SEO*

* - Search Engine Optimization (“findability”) - Google values links from high quality sites.

Idea 10: Write a Blog

• The key question (for every social media initiative):

“How do we create value for our audience?”

• Educate... alert... entertain... inspire... vet/share

• Work to your experience and expertise

• Positions you/your company as a thought-leader; improves your visibility; builds trust

• Focus narrowly and post regularly

• Recommended platform: www.wordpress.com

Note the “Authority” rating: 1-1000 (higher is better).

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Example: Boeing Blog

• 5,000 to 10,000 unique readers per month

Randyʼs Journal at Boeing Blogs. Itʼs about quality, not quantity. Randy targets people who buy (not fly) Boeing planes. These are the right 5,000 readers.

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Be sure to include people and videos/photographs in your blog. People want to connect with people, not faceless corporations.

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Idea 12: Establish A Social Media Policy

Social Media: Powerful New Tools to Connect

Dialog Learning Participation Opt in

Dialog Learning Participation Opt in

socialmediagovernance.com - find a company or policy that you admire and update your employee handbook to account for a world of social media.

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Access Telstraʼs full training video on my blog here: http://davenelsen.wordpress.com/2010/01/05/ye2009bestof/

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Social Networking Defined

• Online communities of peoplewho share interests or activities

• Multiple methods to connect, comm-unicate, and share information

From: http://en.wikipedia.org/wiki/Social_networking

Selected Social Networking Applications

43.6 million* friends 128 million* friends

1,000,000+ groups16.4 million* professionals

* - January 2011 unique visitors (compete.com)

Idea 13 - Join a Social Network

Idea 14a: Compare Your Traffic to Competitors’

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www.compete.com and www.alexa.com provide data on any website, blog, etc. Be sure to install “Google Analytics” on your own site for additional data on whatʼs happening there.

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Facebook or MySpace?

• Open access: even for non-members• Indexed by Google

Facebook zoomed when MySpace hit the wall. Compare your own website (or blog) to your competitorsʼ.

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Now thatʼs a compelling “value creation” strategy!

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Idea 16 - Create a Facebook Page

January 2011: 16.4 million active users

150X

8500

X

me you

me you

me you

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www.Linkedin.com - The professionalʼs social network: Google for finding people!

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LinkedIn...

me you

me you

me you <20%<4%<1%

•Great for discovering relationships; poor for actually connecting

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Notice the large number of “2nd Connections” as well as the presence of “Group Members”.

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Use LinkedIn to discover whoʼs connected to whom, then connect IRL - “In Real Life”, rather than depending upon LinkedIn alone.

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• Forum, blog, news, documents, videos, RSS...

• Open or closed groups

• A fully-customized public or private social network where you’re in control!

Idea 18 - Start Your Own Ning Group

www.Ning.com: A full-featured social network for your singular purpose, such as connecting employees in a closed, secure network. Plans start at $2.95 per month.

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No programming required; just drag & drop.

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Create your own open or closed social network at www.ning.com

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Idea 18 - Start Your Own Ning Group

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Use www.crowdspring.com or www.99designs.com to “crowdsource” any design. Use guru.com or www.elance.com for coding / implementation (for example, for your website or iPhone app). Use www.mturk.com to execute any Human Intelligence Task (HIT).

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Idea 19 - Crowdsource your next design project

Situation: You’re George Write, BlendTec Marketing Director

• You sell primarily commercial blenders (B2B)

• Production capacity for 5X current sales

• Almost no marketing budget

• No money for “talent”

• In a deep recession

www.willitblend.com

Idea 20 - Use YouTube fordemos & customer testimonials

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Dave NelsenWe Socialize; You Capitalize

Dave@WeSocialize.biz412-779-2788 (m)

@davenelsen (Twitter)www.WeSocialize.biz (website & blog)

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Thank you!

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