social networking 4 your business
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Social networking4
your business
Paolo MassaSoNet group @ FBKhttp://gnuband.org
Thanks www.wordle.net
Outline
What social networking is
Why shall I care
How strategically
How technologically
Why shall I NOT care
Who did it well
CC From http://www.flickr.com/photos/drachmann/327122302/
Outline
What social networking is
Why shall I care
How strategically
How technologically
Why shall I NOT care
Who did it well
Identity (put your face!)
Relationships (wanna be my friend?)
Outline
What social networking is
Why shall I care
How strategically
How technologically
Why shall I NOT care
Who did it well
Why shall I care
Cluetrain Manifesto
(2000)
95 theses
www.cluetrain.comIn Italian
http://www.mestierediscrivere.com/testi/Tesi.htm
The cluetrain manifesto
1. Markets are conversations.
The cluetrain manifesto
2. Markets consist of human beings, not demographic sectors.
The cluetrain manifesto
3. Conversations among human beings sound human. They are conducted in a human voice.
The cluetrain manifesto
6. The Internet is enabling conversations among human beings that were simply not possible in the era of mass media.
The cluetrain manifesto
7. Hyperlinks subvert hierarchy.
The cluetrain manifesto
10. As a result, markets are getting smarter, more informed, more organized. Participation in a networked market changes people fundamentally.
The cluetrain manifesto
11. People in networked markets have figured out that they get far better information and support from one another than from vendors. (...)
The cluetrain manifesto
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.
The cluetrain manifesto
20. Companies need to realize their markets are often laughing. At them.
The cluetrain manifesto
95. We are waking up and linking to each other. We are watching. But we are not waiting.
The cluetrain manifesto
Summary:People talk about your products.
Join the conversation!
As a human!
Outline
What social networking is
Why shall I care
How strategically
How technologically
Why shall I NOT care
Who did it well
How strategically
1) Listen
2) Engage
3) Monitor
Listen
Criticisms are ok! Don't sue a discontented blogger!
Google for “Mosaico Arredamenti”
But engage in a conversation! Understand and improve! And send presents! ;)
EngageBe 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!
Go viral!
Better to reach 1000000 with tv ad or 1 blogger?
... 1 blogger has at least 15 readers ...
Power of social networks!
1 blogger is read by 15 bloggers
which are read by 15*15 (225)
which are read by ...
And emotionally humanly involved
Give something to talk about
Be there with your face (no corporate logo)!
Be personal!
Your voice!
Be transparent!
Connect with customers
Loyalty, Trust
Especially for Niche markets
It is not direct selling but selling as a results of a “human” connection
Outline
What social networking is
Why shall I care
How strategically
How technologically
Why shall I NOT care
Who did it well
How technologically
Blog?
Mashup!
www.facebook.com
200,000,000 users!
4000 years spent there daily!
Get a page for your company, or product. Put you face!
Join groups!
FREE!
www.twitter.com
Micro-blogging (140 chars)
25,000,000 users
FREE!
Blog?
Longer posts required: do you have time?
If yes, get one at blogger.com
FREE!
Homepage as MashupYour homepage simply aggregates Facebook, Twitter, maybe photos from Flickr, ...http://lago.typepad.com/zigzag/
Cheap!!!
Always up to date, lively!
Facebook is 2009, NextBigThing is 2010, be mashup-ready!
Don't forget
Don't forget
EMAIL!!!
Newsletter, mailing list, ...
Monitor!!!
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!
Outline
What social networking is
Why shall I care
How strategically
How technologically
Why shall I NOT care
Who did it well
Why shall I NOT care
Requires TIME!
Why shall I NOT care
Lose control of your brand?
Why shall I NOT care
Is Web use widespread?
ROI?
Outline
What social networking is
Why shall I care
How strategically
How technologically
Why shall I NOT care
Who did it well
Success examples
Look for inspiration! And lessons learned!
Lago
San Lorenzo
Tassullo
Lago.it
Sell Furniture!
Blog, twitter (from makers too!), facebook (318 fans), flickr, youtube, ...
Appartamento.lago.it (open doors! And fun!)
San-lorenzo.com
Sells High quality food (online too)
Blog, facebook (99 fans)
Gift products to barcamps -> bloggers speak about SL
Keep contact by telephone (human voice)
Tassullo.it
Sells Products for building construction
Facebook (86 friends, 102 fans), Linkedin
Conclusions
Social Networking sites is where people talk about your products.
Being there is (almost) a must!
Social networking 4 your businessTalk at TrentinoSviluppo – 10 June 2009
Paolo MassaSoNet group @ FBKhttp://gnuband.org
Thank you!QUESTIONS?
These slides (excluded 2 images, see below) are copyright Paolo Massa 2009 and released under
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Your fair use and other rights are in no way affected by the above.
More info at http://creativecommons.org/licenses/by-sa/2.5/
The images “I love p2p” and “we waited 30 minutes no service” are copyright of their owner and not released under Creative Commons. I was not able to find who the copyright holder are, if you are please get in contact with me. Thanks!
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