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Simplifying Social Media. For Research, Connection & Differentiation
Right Management Meeting Christine B. Whittemore
5/10/10
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Simplifying Social Media
• Social media overview
• The tools available
• Examples
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Social Media Overview
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Social Media Overview
• What is Social Media?
• Why all the fuss?
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What is Social Media?
Markets are conversations.
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John Jantsch/Duct Tape Marketing
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Conversations
• Take place between PEOPLE
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Social Conversations Use Tools Like…
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Digital Social Tools and Platforms
Easy to useMostly freeMeans to an endFacilitate conversation with people and build trust
Represent…
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Social Media Revolution http://www.youtube.com/watch?v=lFZ0z5Fm-Ng
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How is it affecting us?
• It affects all of us– Consumer, professional, researcher,
networker, job searcher, consultant
• It isn’t going away!
• It strengthens connections between people– People are searching for greater connection,
authenticity and relevance with other people
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Digital Visibility is Critical!
• The paradox of existence– If you have a physical presence, but can’t be
found online, do you exist?
• Your laptop– Your gateway to the world– Your passport to existence!
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The Breakup http://www.youtube.com/watch?v=RZDXfB0Rd4Q The Breakup http://www.youtube.com/watch?v=RZDXfB0Rd4Q
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Change in Business Landscape
• Consumer access to information– Lack of trust
• Open vs. closed organizations
– Era of frugality simplify– Community
• http://www.askapatient.com/• http://www.medhelp.org/• http://www.patientslikeme.com/• http://exchanges.webmd.com/default.htm?
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Many Tools Available
To research
To connect
To differentiate
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Research
• Google and other search engines– Blogs/Alltop– Twitter search/Bing
• YouTube• Slideshare• LinkedIn – Follow feature• Photos: Flickr• Facebook Fan Pages• Delicious for bookmarks• Twitter for trending articles and links
Did you know?Journalists find story leads on Twitter. Hospitals use Social Media, too.
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Connect
• Build networks– Focus on quality and relevance
• Explore their connections– Facebook, Twitter followers, Twitter lists,
Blogrolls
• Read, comment, interact– Note rules of engagement– Tweetups, meetups, Tweet Chats
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Differentiate
• Via Blogs, Facebook, Twitter, LinkedIin– Identify issues affecting potential employers
or customers; develop solutions as a result of conversation
• Use collaboration tools to interact– DimDim, Yugma, Skype– Tweetchats– Google Calendars & Docs
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Research: Start “Listening”
• Find search terms of interest
• Start with broad terms– Refine them as you obtain more information– Enter them into a search engine
• Google blog search• Blog pulse - http://blogpulse.com/ • Twitter search
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Listening Means
• Reading and absorbing how people interact– Blogposts– Comments– Tweets– Reviews
• Hearing what others say about you, brand, company, industry, relevant terms…
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Set Up Google Alerts
• Go to www.google.com/alerts – Your name– Your website– Brand names– Company names– Keywords & phrases– Key competitors
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Do You Follow Blogs?
• Web-log:– An online journal with frequent articles on
related subjects• Most recent post first• Searchable• Comments
– A self-publishing platform
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Blogs: Valuable Resources
• Check out the sidebar– Links to relevant resources, references– Subscription mechanism– Info about author[s]
• A vibrant source of cutting edge thinking on topics of interest to you– Resources to explore further and people to
connect with
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Who Reads Blogs?
• Per e-Marketer:– 2007: 50% of US
Internet population read blogs monthly
• 36% weekly
– 2012: projected to increase to 67%
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What Makes a Blog Credible?
• How old and how active is the blog?
• Do you see information ‘about’ the blog and author– A picture of the author
• How well written is it?– Is the content relevant? – Are other sources cited?
• What about the sidebar?
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When You Identify Blogs of Interest:
• Subscribe to them!– RSS in a ‘feedreader’
• Google reader• Bloglines
– Email updates
• Read the updates
• Comment
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How To Subscribe
• Go to: http://flooringtheconsumer.blogspot.com
• On right hand column, see
• Enter email– Transcription popup window
• Look for confirmation email– Open confirmation email– Click on link within
• You are verified!– New postings emailed directly to you
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Explore Google
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Experiment With Google
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What Does Google Say About…
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Explore BlogPulse
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Explore AllTop
• Visit http://alltop.com – An aggregator of all
the top news, blogs, etc.
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Explore Technorati
• Technorati - http://technorati.com – Tracks blogs around the world– Associates “authority” based on links from
other blogs with authority • The higher the number, the greater the authority
– Credibility comes from authority
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What Is Twitter?
• Micro-blogging platform – 140 characters or less – http://twitter.com
• Source of quick breaking observations & interactions– Brands– Keywords– Conferences
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Twitter Profile
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Your Twitter.com Home Page
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How Best to Use Twitter?
• Create an account
• Start following people– Note @Twitter handles of interest from blogs– Search: http://search.twitter.com with
keywords or brand names
• Observe and listen to Tweets
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Twitter Search
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Bing.com/twitter
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What To Look For?
• Name, Photo, Contact information
• Quality of the tweets– RT– @ responses
• Keywords
• Check out who others are following– Consider following some of them
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Check Out
• Twitter Reference Tools– Twitter Yellow Pages, i.e., Twellow. – Or, explore WeFollow
• Look for publications of interest – [NYT, NPR…]
• Observe how people interact
• Notice ‘tinyurls’ – Compressed website URLs
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Twellow: www.twellow.com
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WeFollow: wefollow.com
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URL Compressor: http://bit.ly/
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Useful Twitter Tools
• TweetDeck– Search on ‘#’ topics, conferences, …
• Twitter search– TwellowHood
• Tweetups– Meetup– Twtvite
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TweetDeck: Dowload to Desktop
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TwellowHood: www.twellow.com/twellowhood/
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Meetups & Tweetups
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More Advanced Twitter Tools
• Create a Twitter RSS feed for specific search terms
• TweetBeep.com– Google alerts for Twitter
• TwitPic.com– To upload photo links
• Twitter Chats
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TweetBeep
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TwitPic
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Twitter Chats http://spreadsheets.google.com/ccc?
key=0AhisaMy5TGiwcnVhejNHWnZlT3NvWFVPT3Q4NkIzQVE&hl=en&ui=2#gid=0
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Advanced Search
• Twitter + Google– Target by occupation– Target by bio– Target by location– Keep up on an industry– Competitive eavesdrop– Find trending photos
Source: John Jantsch, DuctTapeMarketing,
http://www.ducttapemarketing.com/blog/2010/03/22/7-insanely-useful-ways-to-search-twitter-for-marketing/
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Occupation Search
• Google Search: intitle:”attorney * on twitter” site:twitter.com
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Bio Search
• Google Search: intext:”bio * web designer” site:twitter.com
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Twitter Search: “Near:City within:25mi”
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Keep Up On Industry
• Twitter search: “small business” OR entrepreneur OR “start up” filter:links
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Competitive Eavesdropping
• Twitter search: from:comcastcares OR to:comcastcares
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Trending Photos
• Twitter search: olympics twitpic OR ow.ly
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Twitter Etiquette Basics
• If someone follows you, return the courtesy – if appropriate
• No hard sell
• Give back and offer value
• Complete your profile– Add a photo– Add a url and bio
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Remember:
• Authenticity matters– Don’t pretend to be someone you aren’t
• Transparency is key– When in doubt, disclose
• Must be willing to enter into conversation and be there for the long haul– Online reputation building – Like being invited into someone’s home
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Social Media In Action
Examples
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Laura Gainor
http://www.slideshare.net/LauraGainor/laura-gainor-utilizing-social-media http://cometbranding.com/blog/laura-gainor-utilizing-social-media-hired-at-comet-branding/
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Absolutely Abby
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Social Steve
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Ideas….
• Use your job search as a reason to explore/experiment with these tools– What value might they offer potential
employers?
• Create an email campaign to share what you learn: – ‘what’s in it for them?’– Social Steve LinkedIn
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Follow happenings at conferences with #mpb2b, #coverings2010…http://search.twitter.comhttp://wthashtag.com
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Integrate Your Efforts
• Update LinkedIn profile regularly with links to articles relevant to your industry/search– Post to Twitter
• Document your professional journey on Facebook– Photos, articles, notes, events
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Start Participating…
• Comment on blogs
• Interact on Twitter
• Answer LinkedIn questions– Join groups and participate
• Beware of code of conduct– Offer value– Think of others first & don’t spam!– When in doubt, observe before rushing in
Simple Marketing Now LLC – http://SimpleMarketingNow.comCopyright © 2010
Social Media Enables Conversations
• Listen to the marketplace
• Find and express your voice
• Contribute to the shaping of ideas– Reinvent yourself
• Discover a rich, vibrant, intelligent community of passionate thinkers– Connect with people– Participate in conversation with them
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Last Thoughts
• Manage your time
• Have a goal in mind
• Quality matters over quantity
• Have fun!
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Who Am I?• Social Media Marketing veteran [since ’06]
– Marketing to women & the retail experience– Marketing with social media
• MarketingProfs contributor• White Paper:
– “A Firsthand Tale of Adopting Web 2.0 Technology to Build Brand”
• E-Book:– “Social Media’s Collective Wisdom: Simplifying Social
Media Marketing”
Simple Marketing Now LLC – http://SimpleMarketingNow.comCopyright © 2010
My Marketing Blogs
• Flooring The Consumer weblog– http://flooringtheconsumer.blogspot.com
– Launched June 2006• AdAge Power 150 Marketing Blog
• Simple Marketing Blog– http://SimpleMarketingBlog.com
– Launched March 2009• Marketing with social media
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Questions?
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Will You Assess This Seminar?
• Was this valuable?– What did you like most?
• Would you recommend it to a friend?– What would you say?
• What is most important idea you learned?– What will you put into action immediately?
• What do you want to know more about?– Your email address for more information.
Simple Marketing Now LLC – http://SimpleMarketingNow.comCopyright © 2010
Contact Information:
• Christine B. Whittemore, Chief Simplifier– Simple Marketing Now LLC– cbwhittemore [at] SimpleMarketingNow.com– Tel: 973-283-2424– http://SimpleMarketingNow.com &
http://SimpleMarketingBlog.com
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Thank You!
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