What is Social Media?

A conversation and a discussion on the Social Media Principles

Chris HeuerCreative Social Strategist and CoachFounder, Social Media Club

My name is Chris, who are you?

My name is Chris, who are you?

Who is being taught social media in school right now?

My name is Chris, who are you?

Who is being taught social media in school right now?Who is expecting a life in business?

My name is Chris, who are you?

Who is being taught social media in school right now?Who is expecting a life in business?Who is going to be a social entrepreneur?

My name is Chris, who are you?

Who is being taught social media in school right now?Who is expecting a life in business?Who is going to be a social entrepreneur?Who has teachers who are actually doing it and not just reading it

My name is Chris, who are you?

Who is being taught social media in school right now?Who is expecting a life in business?Who is going to be a social entrepreneur?Who has teachers who are actually doing it and not just reading itWho has read the cluetrain?

My name is Chris, who are you?

Who is being taught social media in school right now?Who is expecting a life in business?Who is going to be a social entrepreneur?Who has teachers who are actually doing it and not just reading itWho has read the cluetrain?How about Groundswell?

My name is Chris, who are you?

Who is being taught social media in school right now?Who is expecting a life in business?Who is going to be a social entrepreneur?Who has teachers who are actually doing it and not just reading itWho has read the cluetrain?How about Groundswell?What tools are you using?

My name is Chris, who are you?

Who is being taught social media in school right now?Who is expecting a life in business?Who is going to be a social entrepreneur?Who has teachers who are actually doing it and not just reading itWho has read the cluetrain?How about Groundswell?What tools are you using? Facebook

My name is Chris, who are you?

Who is being taught social media in school right now?Who is expecting a life in business?Who is going to be a social entrepreneur?Who has teachers who are actually doing it and not just reading itWho has read the cluetrain?How about Groundswell?What tools are you using? Facebook MysSpce

My name is Chris, who are you?

Who is being taught social media in school right now?Who is expecting a life in business?Who is going to be a social entrepreneur?Who has teachers who are actually doing it and not just reading itWho has read the cluetrain?How about Groundswell?What tools are you using? Facebook MysSpce Delicious

My name is Chris, who are you?

Who is being taught social media in school right now?Who is expecting a life in business?Who is going to be a social entrepreneur?Who has teachers who are actually doing it and not just reading itWho has read the cluetrain?How about Groundswell?What tools are you using? Facebook MysSpce Delicious Digg

My name is Chris, who are you?

Who is being taught social media in school right now?Who is expecting a life in business?Who is going to be a social entrepreneur?Who has teachers who are actually doing it and not just reading itWho has read the cluetrain?How about Groundswell?What tools are you using? Facebook MysSpce Delicious Digg

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My name is Chris, who are you?

Who is being taught social media in school right now?Who is expecting a life in business?Who is going to be a social entrepreneur?Who has teachers who are actually doing it and not just reading itWho has read the cluetrain?How about Groundswell?What tools are you using? Facebook MysSpce Delicious Digg

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What do you really want to learn this morning?

What are the most important questions you want to have answered on these topics?

What is Social Media?

What is Social Media?

The Four C’s of Social Media

The Four C’s of Social Media

• Context

The Four C’s of Social Media

• Context

• Communications

The Four C’s of Social Media

• Context

• Communications

• Collaborations

The Four C’s of Social Media

• Context

• Communications

• Collaborations

• Connections

Welcome to the social world...

Welcome to the social world...

• Welcome to the era of conversation

Welcome to the social world...

• Welcome to the era of conversation

• Spin doesn’t work, people smell BS a mile away, and they tell their friends (and everyone else) to avoid it

Welcome to the social world...

• Welcome to the era of conversation

• Spin doesn’t work, people smell BS a mile away, and they tell their friends (and everyone else) to avoid it

• Advertising isn’t effective anymore, no one is watching the ads and no one cares

Welcome to the social world...

• Welcome to the era of conversation

• Spin doesn’t work, people smell BS a mile away, and they tell their friends (and everyone else) to avoid it

• Advertising isn’t effective anymore, no one is watching the ads and no one cares

• People want to talk to people, not marketing and communications professionals

Welcome to the social world...

• Welcome to the era of conversation

• Spin doesn’t work, people smell BS a mile away, and they tell their friends (and everyone else) to avoid it

• Advertising isn’t effective anymore, no one is watching the ads and no one cares

• People want to talk to people, not marketing and communications professionals

• The Cluetrain is well on its way to the future, are you on it?http://cluetrain.com/

Social Media is tearing down the walls that keep us apart and changing the rules that have kept us from being human inside our companies.

There is no secret sauce...

It’s not about pulling levers & getting results

Being social is a way of thinking from which you can create new opportunities to talk WITH your audiences and get the cash register ringing BECAUSE you are being helpful and focused on them, not yourself

It’s more art then science How do you use the brush?

http://flickr.com/photos/davegray/82865014/in/set-1776148/

photo by Dave Gray - Xplane

Your perspective and your attitude is what will determine success or failure...

The Social Media Principles

• Be Human

• Be Aware

• Be Honest

• Be Respectful

• Be a Participant

• Be Open

• Be Courageous

Be Human

Be HumanDon’t Just Be Human, Be Yourself

Be Aware

Be AwareDon’t Just Be Aware, Be Smart

Be Honest

Be HonestDon’t Just Be Honest, Have Integrity

Be Respectful

Be RespectfulDon’t Just Be Respectful, Live by the Golden Rule

Be a Participant

Be a ParticipantDon’t Just Be a Participant, Contribute Value

Be Open

Be OpenDon’t Just Be Open, Be an Agent of Change

Be Courageous

Be CourageousDon’t Just Be Courageous, Be Willing to Fail

Which is why I think these Social Media Principlesare where we must start.

Success in this next era, the network age, the social age, the knowledge age requires you to change your everything

Success in this next era, the network age, the social age, the knowledge age requires you to change your everything

• Attitude

Success in this next era, the network age, the social age, the knowledge age requires you to change your everything

• Attitude• Perspective

Success in this next era, the network age, the social age, the knowledge age requires you to change your everything

• Attitude• Perspective• Philosophy

Success in this next era, the network age, the social age, the knowledge age requires you to change your everything

• Attitude• Perspective• Philosophy• Understanding

Success in this next era, the network age, the social age, the knowledge age requires you to change your everything

• Attitude• Perspective• Philosophy• Understanding• Skillset

Great Products aren’t sold, they’re bought

“Advertising is the tax you pay for mediocre products.”

- Peter Hirshberg Chairman, The Conversation Group

photo by chris heuer

The Golden Rules of Marketing

1. Marketing is the work we do to match a company’s product or service with the people or companies who will get the most value and/or satisfaction from it.

2. The best marketing is done during the product development process, where the needs and desires of those who will use the product or service are considered and designed into the product or service with an understanding of the broader marketplace in which they will be sold.  You can’t easily market a product that was not well made, but the iPhone sells itself.

3. Marketing is not the transactional process with which it has become associated despite its close proximity. If markets are indeed conversations, then marketing is a series of conversations intended to serve the better interests of the market. (David Weinberger has famously said ’somewhere along the way marketing became what we did TO people’)

http://www.chrisheuer.com/2008/03/14/the-golden-rules-of-marketing/

Markets, not Marketing

• Conversations Aren’t Marketing

• Talk With Your Customers, Not At Them

• Be of Service, Provide Real Value

• Don’t Just Listen to Customers, Hear Them

• Spend on Marketing, Invest in Support

• Make Customer Relationships Meaningful

Social Marketing

Social Marketing

• Look

Social Marketing

• Look

• Listen

Social Marketing

• Look

• Listen

• Join

Social Marketing

• Look

• Listen

• Join

• Lead

Three T’s

• Transparency

• Trust

• Truthiness

Insyte #1 - Don’t Sell, Help People Buy

Insyte #2 - Be the Media Company

Insyte #3 - Follow Your Passion, Have Fun

Insyte #4 - You Must Do To Understand, You Must Fail to Learn

Chris Heuerchrisheuer.comtwitter.com/chrisheuerflickr.com/chrisheuerdelicious.com/chrisheuersocialmediaclub.orgchris@socialmediaclub.org m.408.834.0884