Social Media for Engineers

Leveraging Web 2.0 for professional development

Jon DiPietro

Who am I?

Career Path

Apps

Databases

HMI

Controllers

Instrumentation

Information Food Chain

Social Media Path

Engineer Business Owner

Blogger Inbound Markete

r

Topics

Science and PsychologyRemarkable ContentSocial Media Promotion

Traditional Communication

Outbound is broken!

800-555-1234AnnoyingSalesperson

Draw a crowd

Ch-ch-ch-ch-changes

Power Shift

PowerShift

Democratization

PowerShift

Web 2.0

These tools don’t get socially

interesting until they get technologically

boring.”

“

Psychology

Psychology:Social Animals

Dunbar’s Number

Social Norms vs.Economic Norms

Psychology:Social Animals

Psychology:Social Animals

Intrinsic Motivationvs.Extrinsic Motivations

Psychology:Cognitive Surplus

Spare Time

Folksonomies

courtesy heather.williams on Flickrcourtesy Easternblot on Flickrcourtesy heather.williams on Flickr

Psychology:Cognitive Surplus

Economics

Irrational Behavior

Economics:Freeking Out

courtesy beancounter on Flickr

Atoms vs.Bits

Economics:Freeking Out

Participation

Economics:Power Law

Contributions

Individual

Demand Curve

Economics:Power Law

Price

Demand

Power Law vs.Normal Distribution

Economics:Power Law

Birthday Paradox

Economics:Group Dynamics

courtesy Cade on Flickr

Connectors & Tipping Points

Economics:Group Dynamics

Democratization

Economics:Group Dynamics

PowerShift

Trust

New Rules

New Rules

Mixed Norms

New Rules

Gift Economy

New Rules

Always

Sometimes

Never

84% of employerscheck online profiles

Source: Jobvite 2010 Social Recruiting Survey

Now what?

(Personal)Inbound Marketing

Create

Optimize

Promote

Convert

Analyze

Five Steps

(Personal)Inbound Marketing

Wits vs. Wallets

superior product, poor marketing

mediocre product, great marketing

superior product, great marketing

“put a dent in the universe”

Analytical

Creative

Inbound Marketing:Content

Strategies

Wow!

Compelling• Storytelling• Visually Appealing• Sticky

Remarkable• Gifty• Shareable• Accessible

Inciting Incident

Conflict

Climax

Compelling: Storytelling

• Democratization of computing power

Inciting Incident

• Desktop Publishing

• Multimedia PCs• Digital Photography

• Digital videography

Self-publication explodes • Blogging

• P2P File Sharing

• Photo/Video Sharing

File Sharing

• MySpace• LinkedIn• Facebook• Twitter

Social Networking

OpeningValue

Conflict

ClosingValue

Compelling: Visual

simplicityrestraint

Compu

ters

& M

athe

mat

ical

Engi

neer

s & T

echn

icia

ns

Life

Scie

ntist

s

Phys

ical S

cien

tists

Socia

l Scien

tists

Scie

nce

Tech

nician

s

Post

seco

ndar

y Te

ache

rs

0

500,000

1,000,000

1,500,000

2,000,000

2,500,000

3,000,000

3,500,000

Graph of Left-Brained Employment by Profession

Computers & MathematicalEngineers & TechniciansLife ScientistsPhysical ScientistsSocial ScientistsScience TechniciansPostsecondary Teachers

Postsecondary Teachers

Physical Scientists

Life Scientists

Science Technicians

Social Scientists

Engineers & Technicians

Computers & Mathematical

0.22

0.25

0.26

0.27

0.52

2.32

3.45

Left-Brained Professionals

Millions Employed

Source: U.S. Bureau of Labor Statistics, 2009

Compelling: Visual

CRAP

o n t r a s te p e i t i o nl i g n m e n tr ox i m i t y

when using contrast, go big or go home

for unity

repeat design

elements

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alignment

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proximity

Remarkable: Gifty

My Resume

Company #1Brag, blah blah blah. Brag, blah, brag, blah.

Company #2Brag, blah blah blah. Brag, blah, brag, blah.

Remarkable: Shareable

Remarkable: Shareable

Remarkable: Accessible

• RSS• Email• Twitter• Facebook• FriendFeed

Channels

• Text• Video• PDF• Presentation

Formats

Tactics

Blogging• Out of the Box SEO• Pages• Engagement

Approach• Quantity• Consistency• Balance Diet

Blogging

SEO Features Baked In

Permalinks

Blogging

SEO Features Baked In

Titles

Meta Descriptions

Keywords

Blogging

More pages = more juice

Blogging

Engagement

Approach

Instead ofmonolithic

white papers

Break up

the chapters

and sections

Into

Smaller, bit sized

Blog posts

Quantity

Approach

Consistency

Approach

Balance & variety

Inbound Marketing:Promotion

Social Media

Networks

Facebook

Networks

Twitter

Networks

LinkedIn

Personal Profile

Optimize!

Questions & Answers

Hosts

Hosts

YouTube

Hosts

Flickr

Hosts

Slideshare

Aggregators

Aggregators

Posterous

Aggregators

Clients

Strategies

Content

Shareable

Content

Portable

Content

Accessible

Success Formula

Remarkable Content

Social Media

Hosts and Networks

be remarkable

Jon DiPietro

Email:jon.dipietro@domesticatingit.com

Blog:domesticatingit.com

Twitter:@JonDiPietro

Book:“Social Media for Engineers & Scientists”leftbrainhandbook.com