What are Social Media and Social

Networks?By Howard Greenstein

Social Media Consultant, the Harbrooke Group

NY Chapter Leader, Social Media ClubConsultant to the Bravo Group, Phila. And

Harrisburg, PA

By Howard GreensteinSocial Media Consultant, the

Harbrooke GroupNY Chapter Leader, Social Media Club

Consultant to the Bravo Group, Phila. And Harrisburg, PA

(CC) 2006 By Howard Greenstein - Non-Commercial, Attribute, Share alike -Some Rights Reserved

Objectives for this presentation

Objectives for this presentation

Show a little about how can you take advantage of Social Media to support your business activities.

Answer your questions

Show a little about how can you take advantage of Social Media to support your business activities.

Answer your questions

Why learn about Social Media?Why learn about Social Media?

Social Media is the “commons” for the 21st century.

You no longer have to rely on ‘the media’ to pass your message to your customers because YOU are now the media.

Social Media is the “commons” for the 21st century.

You no longer have to rely on ‘the media’ to pass your message to your customers because YOU are now the media.

How many people have passed along...

How many people have passed along...

An email? An article from an online

newspaper? An emailed Joke? A funny video clip? A web site or a link?

An email? An article from an online

newspaper? An emailed Joke? A funny video clip? A web site or a link?

Definition of Social MediaDefinition of Social Media

Social media are the forms of media where people come to share their ideas, interests, passions, and opinions, and give people the ability to share the message with others.

Social Media are created by “the users” - interaction is possible and interaction can make the content more valuable.

Social media are the forms of media where people come to share their ideas, interests, passions, and opinions, and give people the ability to share the message with others.

Social Media are created by “the users” - interaction is possible and interaction can make the content more valuable.

What are some examples of Social Media Sites?

What are some examples of Social Media Sites?

YouTube - Sold to Google for $1.42 Billion Dollars -obviously

someone thinks there’s money in homemade videos. My Space

> 80 Million users The new way music gets discovered

Flickr Photo site - users share with exactly who they want to

share and form groups around interests. Bought by Yahoo >$50MM

LinkedIn - Social Network with 8 Million users. Business is facilitated

as users connect other users.

YouTube - Sold to Google for $1.42 Billion Dollars -obviously

someone thinks there’s money in homemade videos. My Space

> 80 Million users The new way music gets discovered

Flickr Photo site - users share with exactly who they want to

share and form groups around interests. Bought by Yahoo >$50MM

LinkedIn - Social Network with 8 Million users. Business is facilitated

as users connect other users.

What do these sites have in common?

What do these sites have in common?

They’re all about communication.They’re all about communication.

They allow people to express themselves

They allow people to express themselves

They ALLOW CONNECTION with the content, and with each other.

They ALLOW CONNECTION with the content, and with each other.

The content of these sites is

VIRAL. It passes from person to

person.

The content of these sites is

VIRAL. It passes from person to

person.

Web 1.0 = Old 3 “Cs”Web 1.0 = Old 3 “Cs”

Content, Commerce and Community

Content, Commerce and Community

http://www.flickr.com/photos/sifter/

http://www.flickr.com/photos/tychay/

The New 3 “Cs”The New 3 “Cs”

Web 2.0: Context Communications Collaboration

Web 2.0: Context Communications Collaboration

ContextContext

• What we are trying to accomplish and why we are passionate about it

• That’s the starting point and the basis of everything else.

• What we are trying to accomplish and why we are passionate about it

• That’s the starting point and the basis of everything else.

CommunicationsCommunications

•How we come to understand and connect with each other.

•How we come to understand and connect with each other.

CollaborationCollaboration

• How we work together for our common and individual interests within the various contexts in which we invest our attention.

• How we work together for our common and individual interests within the various contexts in which we invest our attention.

Now your customers...Now your customers...

Talk with each other Talk with each other

Teach each otherTeach each other

Tell Each Other Stories about what they care

about

Tell Each Other Stories about what they care

about

Tell Stories?Tell Stories?

Probably the oldest form of learning/sharing of information

Effective way to pass along information The original “Word of Mouth” marketing It is a form of Informal Learning (see the

book Informal Learning by Jay Cross, published Nov. 2006)

Probably the oldest form of learning/sharing of information

Effective way to pass along information The original “Word of Mouth” marketing It is a form of Informal Learning (see the

book Informal Learning by Jay Cross, published Nov. 2006)

The Cluetrain Manifesto--As in “Get a Clue”

The Cluetrain Manifesto--As in “Get a Clue”

1. Markets are Conversations2. Your customers are already talking

about your products and services3. You can join the conversation or ignore

it (at your peril) http://www.cluetrain.org/ -The Cluetrain

Manifesto - The End of Business As Usual was a 1999 business classic which has proven to be incredibly prescient about the world of 2007

1. Markets are Conversations2. Your customers are already talking

about your products and services3. You can join the conversation or ignore

it (at your peril) http://www.cluetrain.org/ -The Cluetrain

Manifesto - The End of Business As Usual was a 1999 business classic which has proven to be incredibly prescient about the world of 2007

So, now we knowSo, now we know

Social Media is changing things. Customers are out there, talking about

your products and services without you.

It is time for you to join them.

Listen to them. Speak to them as they wish to be spoken

to.

Social Media is changing things. Customers are out there, talking about

your products and services without you.

It is time for you to join them.

Listen to them. Speak to them as they wish to be spoken

to.

How can you listen?How can you listen? Google Alerts

A “Stored” search. Everytime someone makes a web page that matches your search, and Google indexes it, you get an email. http://www.google.com/alerts

Net News reader Google Reader

http://www.google.com/reader/ MY Yahoo Reader http://my.yahoo.com/ News readers rely on RSS It is a way to “subscribe” to content you care

about, just like subscribing to a newspaper.

Google Alerts A “Stored” search. Everytime someone

makes a web page that matches your search, and Google indexes it, you get an email. http://www.google.com/alerts

Net News reader Google Reader

http://www.google.com/reader/ MY Yahoo Reader http://my.yahoo.com/ News readers rely on RSS It is a way to “subscribe” to content you care

about, just like subscribing to a newspaper.

Don’t just listen - Create Your

Own Stories to pass on! Don’t just listen - Create Your

Own Stories to pass on! Messages through newer media

Web, Podcasts, Weblogs, Email, Messages from Person to Person

The oldest method around! Search Magic!

Blogs often get higher rankings than other content. The secret is links. Having people like your content, quote it elsewhere, point to you, has value. Your pointing to others has value too.

Messages through newer media Web, Podcasts, Weblogs, Email,

Messages from Person to Person The oldest method around!

Search Magic! Blogs often get higher rankings than other

content. The secret is links. Having people like your content, quote it elsewhere, point to you, has value. Your pointing to others has value too.

Knowledge MarketingKnowledge Marketing

Build relationship capital by educating your market

Knowledge Marketing is your not-so secret weapon!

KM: Think and Contribute - purina:

KM: Think and Contribute - purina:

KM: Purina in iTunesPodcast= Repeat Behavior

KM: Purina in iTunesPodcast= Repeat Behavior

KM: Will it blend?KM: Will it blend?

Will it blend.com? Will it blend.com?

Create a Blog to publish stuff you care about

Create a Blog to publish stuff you care about

Example: Nancy Shenker’s OnSwitch Blog Something about a single topic, like “gift bags” at

events, about once a week. Blogspot - Blogger - like a word processor on a web

page. Publishes your content in chronological order Can be a reason for people to come to your

website - fresh content on a regular basis People can also subscribe to your blog and get the

content delivered to them like a newspaper

Example: Nancy Shenker’s OnSwitch Blog Something about a single topic, like “gift bags” at

events, about once a week. Blogspot - Blogger - like a word processor on a web

page. Publishes your content in chronological order Can be a reason for people to come to your

website - fresh content on a regular basis People can also subscribe to your blog and get the

content delivered to them like a newspaper

Genuine Engagement - Lenovo

Genuine Engagement - Lenovo

Holistic marketing - Southwest

Holistic marketing - Southwest

Social NetworksSocial Networks

Social Networks are a form of social media

The more people participating, the more valuable the network. Reed’s Law: The value of the network

increases LOGRYTHMICALLY as people are added to the network. (Tell your friends).

Social Networks are a form of social media

The more people participating, the more valuable the network. Reed’s Law: The value of the network

increases LOGRYTHMICALLY as people are added to the network. (Tell your friends).

Social NetworkingSocial Networking

Definition of a Social Networking Site according to researcher (and friend) Danah Boyd: http://www.zephoria.org/thoughts/archives/2006/11/10/social_network_1.html

A 'social network site' is a category of websites with profiles, semi-persistent public commentary on the profile, and a traversable publicly articulated social network displayed in relation to the profile.

An example of this is http://www.myspace.com, http://www.linkedin.com/

Definition of a Social Networking Site according to researcher (and friend) Danah Boyd: http://www.zephoria.org/thoughts/archives/2006/11/10/social_network_1.html

A 'social network site' is a category of websites with profiles, semi-persistent public commentary on the profile, and a traversable publicly articulated social network displayed in relation to the profile.

An example of this is http://www.myspace.com, http://www.linkedin.com/

My Space is the new place for Bands

My Space is the new place for Bands

For several years now, bands have made their songs available for people to try (and buy)

Fans can show their affiliation Fans pass on songs to friends One band who has “made it” - Clap

Hands Say Yeah

For several years now, bands have made their songs available for people to try (and buy)

Fans can show their affiliation Fans pass on songs to friends One band who has “made it” - Clap

Hands Say Yeah

Notice the IPODHas its own ProfilePage on MySpace

Some of my top friends

FacebookFacebook

Media represents Opportunity

Media represents Opportunity

Proper use of media allows expression of the message to the many

This can be many constituencies Embrace media as a tool for your

benefit, to assist in getting the word out Social Media is a different animal than

traditional media - you can’t ‘control the message’ - you have to participate as part of the community.

Proper use of media allows expression of the message to the many

This can be many constituencies Embrace media as a tool for your

benefit, to assist in getting the word out Social Media is a different animal than

traditional media - you can’t ‘control the message’ - you have to participate as part of the community.

Call to ActionCall to Action

Things you can try: Visit MySpace, Facebook, LinkedIn,

YouTube, if you haven’t already. Don’t just look at the media, check the comments, the links, Join the site.

Get a News Reader and Subscribe to some sites.

Create a free blog and practice using it Join a social network like Linked In. Invite

your friends (they may already be there.) Ask for help if you need it. Contact me!

Things you can try: Visit MySpace, Facebook, LinkedIn,

YouTube, if you haven’t already. Don’t just look at the media, check the comments, the links, Join the site.

Get a News Reader and Subscribe to some sites.

Create a free blog and practice using it Join a social network like Linked In. Invite

your friends (they may already be there.) Ask for help if you need it. Contact me!

Final ThoughtFinal Thought

“Freedom of the press is guaranteed only to

those who own one.” -- A.J. LIEBLING

“Freedom of the press is guaranteed only to

those who own one.” -- A.J. LIEBLING

Contact and ReferenceContact and Reference Howard Greenstein

Howard at Harbrooke.com Books:

The Cluetrain Manifesto - http://www.cluetrain.org/

Naked Conversations - The site is the http://Red Couch.typepad.com (don’t go to “NakedConversations.com” at work! )

Meetings: Social Media Club

http://www.socialmediaclub.com/ Podcamp Philadelphia:

Sept 7 - 9th, 2007 http://podcamp.pbwiki.com/PodCampPhilly

Howard Greenstein Howard at Harbrooke.com

Books: The Cluetrain Manifesto -

http://www.cluetrain.org/ Naked Conversations - The site is the http://Red

Couch.typepad.com (don’t go to “NakedConversations.com” at work! )

Meetings: Social Media Club

http://www.socialmediaclub.com/ Podcamp Philadelphia:

Sept 7 - 9th, 2007 http://podcamp.pbwiki.com/PodCampPhilly

How to understand blogs and other Web 2.0 stuff

How to understand blogs and other Web 2.0 stuff

http://preview.tinyurl.com/2z6zdh - My article on Web 2.0 in the Enterprise

http://preview.tinyurl.com/2e78et My article on Web 2.0 for Small Business

Thanks to Chris Heuer of Social Media Club for several of the slides (Attribution)

http://preview.tinyurl.com/2z6zdh - My article on Web 2.0 in the Enterprise

http://preview.tinyurl.com/2e78et My article on Web 2.0 for Small Business

Thanks to Chris Heuer of Social Media Club for several of the slides (Attribution)