Social net-work 4 your business

Social Net-Work Social Net-Work 4 4

Your BusinessYour Business

Social Net-work4

Your Business

Imprenditori si diventa!www.imprenditorisidiventa.org

May 7, 2011 – BariPaolo Massa

www.gnuband.org

Thanks 2 Wordle.netThanks to Wordle.net

<me>Blogging since August 2003, then Twittering, , SocialNetworking, (phauly)… …

http://gnuband.org

Work at Research Institute in Trento (Bruno Kessler Foundation)Lead SoNet (Social Networking) group since 2008

http://sonet.fbk.eu

Michela

AstaFederico

PaoloMaurizio

YOU!(we're looking

for YOU!)

@SoNet: Research on social side of Wikipedia.

Network of “talks” on Venetian Wikipedia (Hypertext2011 conference)

Got a PhD in ICT working on “Trust Networks in Recommender Systems” (2006)

“Who is an intrepreneur? Typically with education level less than Ph.D” ;)…

@Sonet: Enterprise2.0- Taolin – http://taolin.fbk.eu

Opensource code, Networks, Social capital, Adoption/incentives, Papers, ...

@Sonet: Social Networking platforms - TrentiniNelMondo – http://next.trentininelmondo.it

Adoption/incentives

Point Of View (POV)Point Of View (POV)

IT researcher and participant in social networking, not entrepreneur

June 9-10 2011 - Milano - http://www.enterprise2forum.it - 400 Euro

June 2011 - Milano (giugno 2011) Master “StartUp School" http://www.startupschool.it - 3500 Euro

Youtube, Foursquare, Blip.tv cofounders and more

Kublai Award 2011 per creatività e innovazione sociale http://www.progettokublai.net/kublai-award-2011-il-premio-per-la-creativita-e-linnovazione-sociale/ deadline 25 july 2011 – 5000 Euro

http://www.enterprise2forum.it/

http://www.startupschool.it/

http://www.progettokublai.net/kublai-award-2011-il-premio-per-la-creativita-e-linnovazione-sociale/

Exercise 1

Why do you think I got here to speak to you?

</me>

Participate actively! Participate actively!

Feedback is very welcomed! Do you agree and have evidence interrupt, share it!→

Do you disagree interrupt, share it!→

Participate actively! Participate actively! Feedback is very welcomed!

Exercise2: share your insights via Twitter

Tag: #isdsn (@phauly to talk to phauly, RTphauly to retweet)

Your twits shown in real-time in the other screen via VisibleTweets.com

Why?

Why not? ;) Radical Transparency Everything in public – conversations joinable - realtime

Slides in English?!?Slides in English?!?

The communication language I chose (since 2003: blog, facebook, twitter, ...)

Broader audience and the chosen audience

And you? How do you have your business communicate in Social Networking Sites?

Who we are?Who we are?

Do you:

Blog Know what RSS is Use facebook (#hours per day) Use twitter Use linkedin Edited Wikipedia or other wiki Buy online Sell online

Who we are together?Who we are together?

Do your group:

Have a logo? Have a web presence? Where? How?

What is Social Networking (SN)?What is Social Networking (SN)? Web

Profile (personal) = Node

Relationship/Communication (social) = Edge

Public, Semi-public (traverse the network)

Michela

AstaFederico

PaoloMauriz i

o

YOU!(we're looking

for YOU!)

boyd, d. m., & Ellison, N. B. (2007). Social network sites: Definition, history, and scholarship. Journal of Computer-Mediated Communication

Social Networking in Plain Social Networking in Plain English videoEnglish video

by CommonCraft

IDS! videoIDS! video

Which parts “refer” to (social) networking?

ISD! People = nodes. . .ISD! People = nodes. . .

A network!

Ratatouil le videoRatatouil le video

The critic Ego's review Everything is possible even a rat as chef in the best → …restaurant!

Pursuit of HappynessPursuit of Happyness

If you want somethin', go get it. Period.

Exercise 3: self -assessmentExercise 3: self -assessment

We are entrepreneurs. Our “product” is ISD! Itself (we want to “sell” it in order to “extend” it next year)

Q1: how are we going in terms of “internal social networking” (for coordination)?

Contacts (networking) with at least a member of your group?

How? Email/Facebook/MIT ISD! origo/imprenditorisidiventa.org forum/other

Contacts (networking) with at least a member NOT of your group?

How? Email/Facebook/MIT ISD! origo/imprenditorisidiventa.org forum/other

What was positive? In what we could improve?

Internal networkingchi ha tenuto contatti (newtworking) con almeno un membro del suo gruppo?Come? Email/facebook/sito ISD! origo/ imprenditorisidiventa.org forum/altro...chi ha tenuto contatti (newtworking) con almeno un membro NON del suo gruppo?Come? Email/facebook/sito ISD! origo/ imprenditorisidiventa.org forum/altro...in cosa siamo stati bravi? In cosa potremmo migliorare?

uso del networking esterno (visibilita'/reach)siamo coscienti di come di vedono gli altri? Dovremmo? (personale/lavorativo)cosa pensa uno esterno di ISD! Sulla base di quello che vede nel web?Facebook page/linkedin group/sito/...in cosa siamo stati bravi? In cosa potremmo migliorare?

C'e' un gruppo facebookhttp://www.facebook.com/pages/ISD-Imprenditori-Si-Diventa/162654670427358?sk=wallPrimo post: October 8, 2010 at 6:32pmMore stats?Fare la network di questo gruppo? Come Immagine?E partire da questa? Chiedendo se ci si riconoscono?

Il gruppo Facebook (oltre al sito) e' la vostra vetrina.Cosa pensano le persone esterne che vedono il vostro gruppo facebook? Che impressione da?Traspare “difficolta' di coordinazione” all'inizio?

C'e' qualcuno che ne e' il gatekeeper? Chi e'?

C'e' anche il sito stellar (con announcements)in cui c'e' un forum

Pochi homework, right? Why? Visibility? Reward?Social incentives → Wealth of networks.

Linkedin – 0 discussions, X members

Partire con il video?Quali parole triggeranno il networking? (comunicare …)

AAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAA

Visibilita' esterna!Show your faces!from facebook?

http://www.facebook.com/pages/ISD-Imprenditori-Si-Diventa/162654670427358?sk=wall

Exercise 3: self -assessmentExercise 3: self -assessment

We are entrepreneurs. Our “product” is ISD! Itself (we want to “sell” it in order to “extend” it next year)

Q2: how are we going in terms of “external social networking” (for visibility)?

Do we know how others see us? Shall we?

Facebook page, Linkedin group, public Web site.

Participation? Gatekeepers?

What was positive? In what we could improve?

Internal networkingchi ha tenuto contatti (newtworking) con almeno un membro del suo gruppo?Come? Email/facebook/sito ISD! origo/ imprenditorisidiventa.org forum/altro...chi ha tenuto contatti (newtworking) con almeno un membro NON del suo gruppo?Come? Email/facebook/sito ISD! origo/ imprenditorisidiventa.org forum/altro...in cosa siamo stati bravi? In cosa potremmo migliorare?

uso del networking esterno (visibilita'/reach)siamo coscienti di come di vedono gli altri? Dovremmo? (personale/lavorativo)cosa pensa uno esterno di ISD! Sulla base di quello che vede nel web?Facebook page/linkedin group/sito/...in cosa siamo stati bravi? In cosa potremmo migliorare?

C'e' un gruppo facebookhttp://www.facebook.com/pages/ISD-Imprenditori-Si-Diventa/162654670427358?sk=wallPrimo post: October 8, 2010 at 6:32pmMore stats?Fare la network di questo gruppo? Come Immagine?E partire da questa? Chiedendo se ci si riconoscono?

Il gruppo Facebook (oltre al sito) e' la vostra vetrina.Cosa pensano le persone esterne che vedono il vostro gruppo facebook? Che impressione da?Traspare “difficolta' di coordinazione” all'inizio?

C'e' qualcuno che ne e' il gatekeeper? Chi e'?

C'e' anche il sito stellar (con announcements)in cui c'e' un forum

Pochi homework, right? Why? Visibility? Reward?Social incentives → Wealth of networks.

Linkedin – 0 discussions, X members

Partire con il video?Quali parole triggeranno il networking? (comunicare …)

AAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAA

Visibilita' esterna!Show your faces!from facebook?

http://www.facebook.com/pages/ISD-Imprenditori-Si-Diventa/162654670427358?sk=wall

OutlineOutline

1. Networking: history, context, math

2. (social) networking (with examples) 2.1 Why should I care (as entrepreneur)? 2.2 How strategically? 2.3 How technologically? 2.4 Why should I NOT care (as entrepreneur)?

3. Hands on session: we do it!

4. Round table and discussion


2. (social) networking (with examples)● 2.1 Why should I care (as entrepreneur)?● 2.2 How strategically?● 2.3 How technologically?● 2.4 Why should I NOT care (as entrepreneur)?



Human = social animalHuman = social animal

Social grooming bonding … …

Fried&Service (http://en.wikipedia.org/wiki/Society)

Hunter-gatherer bands (categorization on duties and responsibilities.)

Tribal societies (some limited instances of social rank and prestige.)

Stratified structures (led by chieftains)

Civilizations (complex social hierarchies and organized governments)

Etymology of “Society” - from socius (“associated, allied; partner, companion, ally”).

http://en.wikipedia.org/wiki/File:Grooming_monkeys_PLW_edit.jpg

http://en.wikipedia.org/wiki/File:Grooming_monkeys_PLW_edit.jpg

“In the long history of humankind (and animal kind, too) those who learned to collaborate and improvise most effectively have prevailed”

Darwin

Social capitalSocial capital

Putnam 1995 “Bowling alone: America's Declining Social Capital:

~500,000 interviews in US (1975-2000) -->

decline of social capital over time

(belong to fewer orgs (-58%),

know their neighbors less (-35%), ...)

Individual social capital VS

Group social capital

Strength of weak tiesStrength of weak ties

Granovetter. 1973. The American Journal of Sociology.

Most jobs were found through "weak" acquaintances.

Value in social relationships

http://en.wikipedia.org/wiki/File:Tie-network.jpg

6 degrees of separation6 degrees of separationMilgram 1967 - 296 letters to reach target

Average path length ~ 6 (just 64 successes!)

Folklore but the message is

“It's a small world”

Connected: How Kevin Bacon cured cancer

Movie: 6 degrees of separation

(Showing a movie with Will Smith again??? No, don't worry ;)

First studies = small samplesFirst studies = small samples

Jacob Moreno introduced sociogram (1930 – Who shall survive?)

Relationship via interviews.

Who do you

like,

eat Pizza with

See after work

(any relationship)?

Social Network Analysis

The study of networks has depended on a visual thinking since the beginning

"If we ever get to the point of charting a whole city or a whole nation, we would have a picture of a vast solar system of intangible …

structures, powerfully influencing conduct, as gravitation does in space. Such an invisible structure underlies society and has its

influence in determining the conduct of society as a whole."J.L. Moreno, New York Times, April 13, 1933

Network theoryNetwork theory

All networks (train, biology, cables, ) = …same property = small world, power law

No Random Networks (average number of contacts)

BUT Small world network (skewed distribution)

Internet: decentral ized by designInternet: decentral ized by design

“On Distributed Communication Networks,” Paul Baran. 1964.

A network without central authority or single outage point

Able to resist to attacks (to single nodes)

Internet is NOT = Web

The power of networksThe power of networks

Network effect: wanna buy the first fax?

Exponential spreading (6 degrees and get everyone!) St. Paul Christianity→

Viruses (computer and human) and ideas Sex networks AIDS (who do you →

vaccine?)

St. Paul as a spreader for St. Paul as a spreader for ChristianityChristianity

(from Linkedin by Barabasi)

Many credit the triumph of Christianity to the message offered by the historical figure we know today as Jesus of Nazareth. Today, marketing experts would describe his message as “sticky”—it resonated and was passed down by generations while other religious movements fizzled and died. But credit for the success of Christianity in fact goes to an or- thodox and pious Jew who never met Jesus. While his Hebrew name was Saul, he is better known to us by his Roman name, Paul. Paul’s life mission was to curb Christianity. He traveled from community to community persecuting Christians because they put Jesus, condemned by the authorities as a blasphemer, on the same level as God. He used scourging, ban, and excommunication to uphold the traditions and to force the deviants to adhere to Jewish law. Nevertheless, according to historical accounts, this fierce persecutor of Christians underwent a sudden conversion in the year 34 and became the fiercest supporter of the new faith, making it possible for a small Jewish sect to become the dominant religion in the Western world for the next 2,000 years. How did Paul’s efforts succeed? He understood that for Christianity to spread beyond Judaism, the high barriers to becoming a Christian had to be abolished. Circumcision and the strict food laws had to be re- laxed. He took his message to the original disciples of Jesus in Jerusalem and received the mandate to continue evangelization without demanding circumcision. But Paul understood that this was not enough: The message had to spread. So he used his f irsthand knowledge of the social network of the first century’s civil ized world from Rome to Jerusalem to reach and con- vert as many people as he could. He walked nearly 10,000 miles in the next twelve years of his life. He did not wander randomly, however; he reached out to the biggest communities of his era , to the people and places in which the faith could germinate and spread most effectively. He was the first and by far the most effective salesperson of Christian- ity, using theology and social networks equally effectively. So should he, or Jesus, or the message be credited for Christianity’s success? Could it happen again?

Network structure and roleNetwork structure and roleConnectors – span different worlds (central in network) 6 degrees: 3 friends of target provided the final link for half of the

letters that arrived successfully certain types of people are key →to the dissemination of information.

Duncan Watts repeated Milgram study with emailL only 5% of emails passed through one hub.

Mavens - information specialists - start word-of-mouth epidemics (good for marketing)

The grand theory of networkingThe grand theory of networking

Obesity, happiness, smoking, loneliness, vaseline spread across networks.…

http://www.gnuband.org/2010/01/13/networks_of_loneliness/

http://www.gnuband.org/2010/01/13/networks_of_loneliness/

NetworksNetworksasasaa

lenslenstoto

understandunderstandSocietySociety

My granma network (born 1911!)My granma network (born 1911!)

Www.Rosangelamassa.com

150 nodes from her small village

(but now she got a website for her in English ...)…

Enter the WebEnter the Web

Now networking can happen across space and time. My granma has been networking (with 150 people) Now possible with billions of people And leaves an electronic trail on Social Networking

Sites (so we can study it and become aware of it … Social Network Analysis)…

Direct contact possible but . . .Direct contact possible but . . .

From 150 to 6.000.000.000?

In theory yes,

Illusion of 1-degree of separation

BUT in reality Dunbar number = 150 = theoretical cognitive limit to the number of people with whom one can maintain stable social relationships.

150?!? Maybe. Surely not possible to keep a relationship with 6.000.000.000!!!

Mimic previous dynamics(but more nodes and public networks and

realtime)

Trust networksTrust networks

The oldest club in Europe, an exclusive French society of dove breeders, used social networking tools since the late 17th century to connect its members via a handwritten newsletter, circulating from member to member, and being amended along the way.

http://www.trustlet.org/wiki/Dovester_(was:_Ancient_Social_Networks

Now Linkedin! (Granovetter exploited)

http://www.trustlet.org/wiki/Dovester_(was:_Ancient_Social_Networks

Trust networks - Rely on other people's opinionsTrust networks - Rely on other people's opinions

Philosopher John Locke. 1680. “An essay concerning human understanding”.

Probability then, being to supply the defect of our knowledge and to guide us where that fails, is always conversant about propositions whereof we have no certainty, but only some inducements to receive them for true. The grounds of it are, in short, these two following: First, The conformity of anything with our own knowledge, observation, and experience. Secondly, The testimony of others, vouching their observation and experience. In the testimony of others is to be considered: 1. The number. 2. The integrity. 3. The skill of the witnesses. 4. The design of the author, where it is a testimony out of a book cited. 5. The consistency of the parts, and circumstances of the relation. 6. Contrary testimonies. (1680, p. 886)

Now eBay Everything is public and accessible in real-time

Stil l we rely on social networksStil l we rely on social networks

Keep in contact and meet Friends (Facebook)

Friends+ Social capital+↔

Ellison, N. B., Steinfield, C., & Lampe, C. (2007). The benefits of Facebook "friends:" Social capital and college students' use of online social network sites. Journal of Computer-Mediated Communication http://jcmc.indiana.edu/vol12/issue4/ellison.html

Diff networks web/prewebDiff networks web/preweb

(almost) everything is public and accessible in real-time

Everyone connected to Internet can participate

Asynchronous

Relationships are “explicit” and traversable

Wired to be socialWired to be social

2010 - Social Networking Affects Brains Like Falling in Love - Paul Zak.

Blood1 – 10 minutes twitting - blood2 oxytocin in →blood2>blood1 (+13.2%) - (just on 1 person!)

"Your brain interpreted tweeting as if you were directly interacting with people you cared about or had empathy for," Zak says. "E-connection is processed in the brain like an in-person connection."

SN~real friends?

http://www.fastcompany.com/magazine/147/doctor-love.html

http://www.fastcompany.com/magazine/147/doctor-love.html

http://qualitypoint.blogspot.com/2010/05/list-of-social-networking-sites.html

Social networkingSocial networking

As an example of Web2.0

Web2.0Web2.0

Tim O’Reil ly (2005) observed :Tim O’Reil ly (2005) observed :

“Those companies who survived the dotcom burst knew how to build an environment in which users

could participate, although the nature of that participation isn’t always clear”

3 examples: Amazon (reviews), Ebay (ratings), Google (links).

What Is Web 2.0 - Design Patterns and Business Models for the Next Generation of Software - by Tim O'Reilly 2005http://www.oreillynet.com/pub/a/oreilly/tim/news/2005/09/30/what-is-web-20.html

2006 TIME's Person of the Year2006 TIME's Person of the Year

Person of the year: you

ProsumerProsumer

Both producer (active) and consumer (passive)! Participatory culture

Numa numa remixes on Youtube See minute 2 of http://mediatedcultures.net/ksudigg/?p=179


2. (social) networking (with examples)

● 2.1 Why should I care (as entrepreneur)?● 2.2 How strategically?● 2.3 How technologically?● 2.4 Why should I NOT care (as entrepreneur)?



Internet 4 business? Only since Internet 4 business? Only since 1991!1991!

The NSF allowed commercial use of the Internet for the first time in 1991, and in 1995, it decommissioned the backbone, leaving the Internet a self-supporting industry.

http://www.computerhistory.org/timeline/?year=1985

It 's a new worldIt's a new worldSociety / economy is changingSociety / economy is changing

Collaboration

Openness (Goldmine, NASA)

Peer production

Wikipedia

WikipediaWikipedia

CrowdsourcingCrowdsourcing

Innocentive, Wikipedia,

Open source (Linux),NASA

“Make it and they will come”

Not quitely ;) but still useful! Trentowiki.it Trustlet.org Gnuband.org Next.trentininelmondo.it Taolin.fbk.eu

Wealth of networksWealth of networks

"Sharing Nicely": On shareable goods and the emergence of sharing as a modality of economic production

Yochai Benkler. Yale Law Journal, 2004

(Market, State, now Sharing!)…

Monetary incentives drives out non-monetary ones (oxytocin, reputation, commons Wikipedia, Linux)→

Blood market (USA, UK)

Distributed computing

Carpooling

This new worldDemands

You share your secrets,Radical transparency

Social network movieSocial network movie

What are we NOW (not) willing to share?

Why shall I care as Why shall I care as entrepreneurentrepreneur

Cluetrain Manifesto(2000)95 theses

http://www.cluetrain.comIn Italianhttp://www.mestierediscrivere.com/testi/Tesi.htm

The Cluetrain ManifestoThe Cluetrain Manifesto

Online Markets. . .

Networked markets are beginning to self -organize faster than the companies that have traditionally served them. Thanks to the web, markets are becoming better informed, smarter, and more demanding of qualit ies missing from most business organizations.

. . .People of Earth

The sky is open to the stars. Clouds rol l over us night and day.

Oceans rise and fal l . Whatever you may have heard, this is our world, our place to be. Whatever you've been told, our flags f ly free. Our heart goes on forever. People of

Earth, remember.

We are not seats or eyeballs or end users or consumers.We are human beings – and our reach exceeds your grasp.

Deal with it .

The cluetrain manifesto

1. Markets are conversations.


2. Markets consist of human beings, not demographic sectors.


3. Conversations among human beings sound human. They are conducted in a human voice.


6. The Internet is enabling conversations among human beings that were simply not possible in the era of mass media.


7. Hyperlinks subvert hierarchy.


10. As a result, markets are getting smarter, more informed, more organized. Participation in a networked market changes people fundamentally.


11. People in networked markets have figured out that they get far better information and support from one another than from vendors. (...)


12. There are no secrets. The networked market knows more than companies do about their own products. And whether the news is good or bad, they tell everyone.


20. Companies need to realize their markets are often laughing. At them.


95. We are waking up and linking to each other. We are watching. But we are not waiting.


Summary:

People talk about your products.

Join the conversation!

As a human!

SocialnomicsSocialnomics

Social Media Revolution 2Social Media Revolution 2

Inbound / outbound marketingInbound / outbound marketing

From http://www.socialenterprise.it/index.php/2011/04/06/lead-generation-tra-push-e-pull/

Inbound / outbound marketingInbound / outbound marketing

Social CRMSocial CRM

Hubspot and others help you with Social CRM (Customer Relationship Management)

Edelman Trust Barometer 2011Edelman Trust Barometer 2011

Fattore internetFattore internet

Valutazione dell’impatto

che Internet produce

sull’economia italiana

Aprile 2011!

Boston Consulting Group

(for Google)


Analizzando il comportamento dei 28 milioni di navigatori italiani durante l’arco della giornata, si registra un numero di utenti attivi compreso tra 5 e 7 milioni nelle fasce orarie tra le 9 e le 24. A testimonianza che il Web viene utilizzato sia nel tempo libero che sul posto di lavoro.

In media gli italiani trascorrono online 1 ora e 35 minuti al giorno. Il 21% di questo tempo è dedicato alle community.

Fattore internetFattore internetPMI online-attive = effettuano attivita' di marketing o vendita in rete

PMI online = hanno sito Web

PMI offline = non hanno sito Web


Quali settori migliori performance? Alimentare, moda, turismo

Fattore internetFattore internetBenefici del marketing o vendita in rete


Azioni vincenti pubblicità sui motori di ricerca e SEO (66% e 63%) pubblicità via mail (54%) pagine aziendali su social network (51%) ordini e pagamenti (47% e 37%)

E-commerce in Ital ia 2011E-commerce in Ital ia 2011

Aprile 2011!

Casaleggio Associati

249 aziende

vendite on line a clienti finali

E-commerce in Ital ia 2011 E-commerce in Ital ia 2011

Facebook può essere un veicolo di vendite se usato correttamente. Molti operatori infatti lamentano una bassa conversione del traffico proveniente da Facebook .

E-commerce in Ital ia 2011 E-commerce in Ital ia 2011

Ticketmaster: user posts she bought ticket, friends spend additional $5.30

Eventbrite: 1 “Share” generates $2.53 in ticket sales. 1 “Like” generated $1.34 in sales

http://socialcommercetoday.com/list-of-f-commerce-success-stories/


10% of people who look at an event page after purchasing a ticket share that event

A post-purchase share on Facebook drives 20% more ticket sales per share than a pre-purchase share

Hint: if you are able to get a customer to buy from you, THIS is the moment to give her/him the incentive to speak about it to her/his friends, i.e. to share it.

Post-purchase shares are easier to get and more profitable.



Social media ROISocial media ROI

Measure the Return On Investment???

How SN strategical ly?How SN strategical ly?

1) Listen

2) Participate

3) Engage

Markets are conversations.Messages are opportunities.

Google “Mosaico Arredamenti blogger”Google “Mosaico Arredamenti blogger”

A blogger wrote about bad service from “Mosaico Arredamenti”

Mosaico Arredamenti sues the blogger for 400.000 Euros!!!

Blogosphere resonates image →

destroyed

Criticisms are ok, are an interaction, an opportunity. Don't sue. But engage in a conversation!

Understand and improve! And send presents!

Power of networks (spread both positive and negative):

1 (publicly) discontented blogger spread many → →discontented reputation goes down→

You fix the problem 1 happpy blogger spread.→ →

Listen!!!

Monitor and Reply (comment, retweet, ...)

Google analytics (from where?)

Google alerts (get a search for “your product name” in inbox)

Search.twitter.com and check facebook pages and groups!

ParticipateParticipate

Be present. How? As a human! With you face (no corporate logo!), name and …

emotions (be personal! Your voice! Be transparent!)

Identity (put your face!)

Relationships and involvement

Lago.it

Sell Furniture!

Blog, twitter (from makers too?), facebook, flickr, youtube, ...

Appartamento.lago.it (open doors! And fun!)

How? Authentic voiceHow? Authentic voice

Exercise X - ListenExercise X - Listen

(ISD! Nostro prodotto)

Supponiamo che uno arrivi su facebook e linkedin e dica “siete solo dei raccomandati”.

Si risponde?

Chi risponde?

Come?

Coca Cola social media principlesCoca Cola social media principlesThe Company encourages all of its associates to explore and

engage in social media communities at a level at which they feel comfortable.

Have fun, but be smart .

The best advice is to approach online worlds in the same way we do the physical one -- by using sound judgment and common sense, by adhering to the Company's values, and by following the Code of Business Conduct and all other applicable policies.

http://opensource.com/business/10/12/five-ways-companies-are-handling-social-media

http://www.thecoca-colacompany.com/socialmedia/

http://opensource.com/business/10/12/five-ways-companies-are-handling-social-media

http://www.thecoca-colacompany.com/socialmedia/

Twitter ZapposTwitter Zappos

Zappos: 497 employees Twittering

Aggregated!

http://twitter.zappos.com/

Employees on SNSs? Does it pay?Employees on SNSs? Does it pay?

5,519 information workers - U.S. and Europe: "How likely are you to recommend your company's products or services to a friend or family member?”

promoter=9 or 10, neutral=7 or 8, detractor=0 to 6

27% are promoters, 49% are detractors (average) ;(

48% are promoters, 22% are detractors (among workers who use social media) ;)

http://adage.com/article/digitalnext/employees-promote-company/147238/

http://adage.com/article/digitalnext/employees-promote-company/147238/

Sun – blogsSun – blogs

Jonathan Schwartz, the CEO of Sun Microsystems, has led by example, integrating blogging into his leadership life. He spelled out this vision in a 2005 opinion piece in the Harvard Business Review titled "If You Want to Lead, Blog." He wrote: "For executives, having a blog is not going to be a matter of choice, any more than using e-mail is today. If you're not part of the conversation, others will speak on your behalf--and I'm not talking about your employees."

Schwartz encourages his employees to blog as well. Some 3,000 of them (10% of the company's payroll) do.

http://www.forbes.com/2009/03/11/social-networking-executives-leadership-managing-facebook.html

Sun CEO blogSun CEO blog

Sun – wikisSun – wikis

http://wikis.sun.com = 1020 wikis!

This is where contributors inside and outside of Sun Microsystems can share information with each other, and with the world.

Radical transparency and openness (Crowdsourcing, collaboration, will hire people already “in”!)…

SardiniaFarm.com

Do Androids adopt electric sheep on Facebook? ;)http://www.facebook.com/group.php?gid=378443642473&v=wall

Source: http://en.wikipedia.org/wiki/Eating_your_own_dog_food

Eat your own dog foodEat your own dog foodLove what you do!

L’idea è un chiodo fisso

Vi interessa tanto, tanto, tantissimo

Sei in grado di spiegarla a qualcuno

Farlo ti sembra divertente

Vedi te stesso farlo per i prossimi 5+ anni

Sei in grado di eccitare le persone se parli della tua idea

E’ coerente con gli obiettivi tuoi personali di vita

http://en.wikipedia.org/wiki/Eating_your_own_dog_food

Love what you do!Love what you do!

Chris Wanstrath, co-founder of Github

"Like the YouTube effect, this was not something we had planned for or anticipated. We were just trying to make a s ite we would use and love. Turns out, you’re not all that different from other people living similar lifestyles. If you love something, chances are others will, too."

"I said it before and I’ll say it again: the most important thing I’ve learned is to love what you do. I’m one of the ten most popular users on GitHub, not because I’m a founder, but because I’m a heavy user. I ’ve had weeks where I got total ly addicted to the site and didn’t get any work done. At our company, that’s a good thing. "

https://gist.github.com/67060

https://gist.github.com/67060

Tophost. itTophost. itAuthentic …Authentic …

butbut Listen

TophostTophost Listen

Shared on ISD! Facebook group by Giuseppe Scaglione on ISD! Facebook group, Liked by Alessandra Saponaro, Sabrina Roupaul Gallieri, Diego Guario

Kiva.org: social media from Kiva.org: social media from everywhereeverywhere

Can a farmer in Indonesia blog? Yes

Direct peer2peer lendinghttp://www.kiva.org/lend/78485

Listen, participate and fix…Listen, participate and fix…

Film director Kevin Smith was asked to leave a Southwest Airline flight due to his weight being a safety risk.

Angered and upset, he sent out a tweet to his one million followers and they all responded suitably enraged.

This could have been a potential PR disaster for southwest, but here’s how they handled it.

Despite it being a Sunday, they responded to each person who tweeted, they wrote a blog post apologizing and explaining their position, and a Southwest VP called Kevin personally also. Lesson to learn is that whether you can control the conversation or not, you must show up for it.

http://www.mycustomer.com/topic/social-crm/social-media-and-your-brand-i-talk-therefore-i-am/124200

Employee speaks badly of

company on Web2.0.

Fire him/her? Is it an

opportunity?

Fired Over Facebook: 13 Posts That Got People CANNEDhttp://www.huffingtonpost.com/2010/07/26/fired-over-facebook-posts_n_659170.html

The same with Twitter, Youtube (Domino Pizza), …

Need to handle these cases ASAP!!! With cleverness!

http://thenextweb.com/2009/08/09/note-friend-boss-fb-bitch-job/

http://www.huffingtonpost.com/2010/07/26/fired-over-facebook-posts_n_659170.html

Zappos laying off 8% employeesZappos laying off 8% employeesCEO Tony Hsieh blogs: Today has been a tough, emotional day for everyone at

Zappos. We made the hard choice of laying off about 8% of our employees.

Employees twits still

aggregated at


Transparency++!

http://www.businessinsider.com/2008/11/layoffs-at-zappos-according-to-employee-tweets


EngageEngage

Be bold! (you can rethink later...)

“buy my product with 10% discount if you blog about it”

“if you follow me on facebook, print this, pass in the shop and get a present”

“if you twitter about X, ...”

GO VIRAL!

MART - MuseumMART - Museum

Mart Facebook day. Ingresso gratuito per tutte le prime 1000 persone che si sono segnate come "amici" del Mart su facebook.

MSTN - MuseumMSTN - Museum

Go viral!Go viral!

Better to reach 1000000 with tv ad or 1 blogger?

... 1 blogger has at least 15 readers which have 15 readers ...

Happiness, Smoking, Obesity, even Vaseline spread on social networks

http://www.gnuband.org/2008/12/05/links_2008_12_05/

http://www.gnuband.org/2008/12/05/links_2008_12_05/

Dump 10 Facebook friends and get a free sandwich!

http://www.gnuband.org/2009/06/09/dump_10_facebook_friends_and_get_a_free_sandwich/

http://www.gnuband.org/2009/06/09/dump_10_facebook_friends_and_get_a_free_sandwich/

Future after SN?Future after SN?

Gaming!

But this is another talk ;)…

Will it blend?Will it blend?

Blendtec's YouTube video campaign "Will It Blend?" (Viral!)

Blendtec's CEO, Tom Dickson, blend objects.

The company's blender sales have quintupled (5x!)

IKEA tag market ing videoIKEA tag market ing videofacebook tag furniture and get i tfacebook tag furniture and get i t

Dell Earned $3 Mill ion From Dell Earned $3 Mill ion From TwitterTwitter

NyTimes June 12, 2009

Since 2007, Dell Outlet posting coupons on Twitter.

In the last six months, Dell Outlet earned $1 million in sales from customers who came to the site from Twitter,

after taking 18 months to earn its first $1 million.

Dell has also earned another $1 million from people who click from Twitter to Dell Outlet to Dell.com

LuisaViaRoma Twitter channelLuisaViaRoma Twitter channel

628 Following – 11,150 Followers

(da “Fattore Internet”)


2. (social) networking (with examples)

● 2.1 Why should I care (as entrepreneur)?● 2.2 How strategically?● 2.3 How technologically?● 2.4 Why should I NOT care (as entrepreneur)?



12. Tools How-to12. Tools How-toSocial Networks + Websites:Watch updates. Gather Intel l igence. Create Conversation. Buy + Sel l . Foster communities . Create word-of-mouth referrals . Start up businesses . Ral ly resources. Hire. (Fire!) . Buy micro-focused ads.Upload it on YouTube. On Fl ickr. Link back to it .

Blogs + RSS :Place messages in contextual ly relevant blogs. Start own blogs. Create interactive user spaces. Syndicate messages. Physical/ Virtual Space:Behold their on-body/ personal media: Behold them.Create tacti le touch-points . Get them to do physical act ion. Etiquette:Don’t overwhelm. Don’t impose upon who doesn’t want you.Stick with those who love you. They are plenty. Look for lovers . If you can’t f ind any, you basical ly suck.

Which places should I inhabit?Which places should I inhabit?

It depends on targets. Value(network)=f(#nodes)

Facebook, Twitter, Youtube, Flickr, Blog (RSS)

Everything link back to main identity (web site?)

More opportunities to be found (dynamic content is better indexed by Google)

BUT more channels to monitor and to be kept alive

http://www.cmo.com/social-media/2011-cmos-guide-social-landscape

SpreadSpread

Syndicate: Write one, publish many: see paolomassa.it (MSTN) from twitter from blog to facebook, → → →identi.ca, friendfeed

For example, TweetFeed.com

“email is where knowledge goes to die” electronic →document POST it! (better, cross-post it!)

MSTN - MuseumMSTN - Museum

Homepage as mashup!Homepage as mashup!

Your homepage simply aggregates Facebook, Twitter, photos from Flickr, videos from Youtube, comments, ...

Cheap!!! Always up to date, lively! Facebook is 2011, NextBigThing is 2012, be mashup-

ready!

Or go ful ly hosted Or go ful ly hosted

Your content stays on a Web service, for example, Hubspot.com

Create, optimize & promote your remarkable content Search Engine Optimization (SEO)

Integrates CRM Capture, manage leads to win more customers

Analytics What works? Where to invest?

Possibly more costly, less freedom in customization but no problem in management/technology (if you choose well!)

Don't forget email!!!Don't forget email!!!

Push (email) versus Pull (all the others ;) Newsletter, mailing list, ...

Why should I NOT care (as entrepreneur)?

Aborigeno Video - GuzzantiAborigeno Video - Guzzanti

Networking for the sake of networking?!?

Social network fatigue:Social network fatigue:

Costs time (which is money, right?)

How do I know that “spending 1 hour per day on second life and buying an island on second life” is NOT the correct thing to do? Well, try to compute ROI but basically you don't!

Social network fatigueSocial network fatigue

Dunbar's number is a theoretical cognitive limit to the number of people with whom one can maintain stable social relationships.

It's 150

http://en.wikipedia.org/wiki/Dunbar%27s_number

http://en.wikipedia.org/wiki/Dunbar%27s_number

10. Letting Fear Go10. Letting Fear GoQ: 10,000,000s of messages. 1,000,000s of people. 1000s of

channels. 10s of social networks.

How can I (1) live in this Mad Multiverse of Media!?

A: Feeling overwhelmed?Enjoy surfing. If you don't, stop!

Lose control?Lose control?

Nestlé created a set of online fan pages but then threatened to delete negative comments that altered the company's logo, fanning a conflagration of negativity.

Southwest Airlines, famous for being direct and honest with its customers, got nailed when Clerks director Kevin Smith tweeted about the captain who tossed him off his flight, claiming that Smith, due to his size, was a safety risk.

Two Domino's Pizza employees from North Carolina posted a video on YouTube where one of them stuck a sliver of grated cheese up his nose and put it on a sandwich. It took Domino's 48 hours to react, and by then the damage was done.

Is it the channel for you?Is it the channel for you?

Mosaico Arredamenti

Tophost

Worst then absence?Worst then absence?

Image is not restored because you involve lawyers! But because people understand you are able to LISTEN

Mantellini blog http://www.mantellini.it/?p=13018

Misperceptions of customersMisperceptions of customers

http://www.socialenterprise.it/index.php/2011/04/03/il-non-social-crm/

http://www.socialenterprise.it/index.php/2011/04/03/il-non-social-crm/

Are peers Are peers the VIPs?the VIPs?

Trust in "a person like myself"

68% in 2006 BUT 43% in 2011!!!

“As more of us join social networks, there's been a devaluation in the entire concept of "friendship."

A separate survey found that people don't know 20 percent of their Facebook friends.

Consider that "unfriend" was Oxford's word of the year for 2009.

http://www.steverubel.com/a-devaluation-of-friendship-may-be-driving-tr

http://www.steverubel.com/a-devaluation-of-friendship-may-be-driving-tr

Who? Personal, brand, both? Which language?

Why people should follow us on Twitter/Facebook?

Explore Italian twitter/facebook profile for insights Same strategy on both channels?

Engage: Coupons (Dell)? SpecialOffers (Volagratis)? Info (MTSN)? Support (BestBuy, Tophost, MART)? BehindTheScene/personal (share)

First listen/monitor (twitter search, facebook search)

Reply to comments - Retweet





How I got ?

Social Net-Work Social Net-Work 4 4

Your BusinessYour Business

Social Net-work4

Your Business

Imprenditori si diventa!www.imprenditorisidiventa.org

May 7, 2011 – BariPaolo Massa

www.gnuband.org

Social net-work 4 your business

Education

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