stop the propaganda and start talking

Stop the Propaganda

AND Start Talking

A 2008 Angelos Production

The Word on Andy Angelos

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He started working for media focused technology startups in 2006.

He refers to his occupation as Information Zealotry, which makes him the world’s first Information Zealot.

Since 2006, he has launched several publications and contributed to leading blogs like Mashable, CenterNetworks, and NewAssignment.Net.

He is currently a consultant for Zocalo Group – a Digital Word of Mouth Agency located in Chicago, IL, Planet Earth.

Contact him at andy.angelos@gmail.com

Frustration with Telephone Game

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“In our society, he who thinks can no longer act for himself; he must act through the agency of others, and in many cases he cannot act at all.”

– Jacques Ellul in Propaganda (1973)

Managing the Telephone Game

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Corporation

“Creative” Agencies

Messaging

Where is the participation?

The Promise of Web 2.0

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“Get out of the way so internetworked employees can converse directly with internetworked markets. The result will be a new kind of conversation. And it will be the most exciting conversation business has ever engaged in.”

- Cluetrain Manifesto (1999)

The Highly Linked Crowd of Everybody

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Idealism surrounding the Web 2.0 revolution ignores the development of large crowds.

The “if you build it” mentality is still pervasive nine years after the cluetrain arrived.

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Google told businesses to care about pageviews.

Google is a billion dollar media company.

Businesses listen to Google.

Businesses give Google money to talk to their customers.

Social Networking, Blogs, Microblogging, etc – this culture of sharing – is based not on the ability to share with millions but the ease of connecting quickly and remotely with small, passionate groups.

It Does NOT take a Nation of Millions

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How can you ride the social media train? How can you ride the social media train?

blogging

social bookmarking

social networks

online video

photo sharing

microbloggingcrowdsourcing

virtual worlds

life-streaming

wikis widgets

podcasting

live events

alternate reality games

RSS

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Companies have employees.

Companies have marketing teams.

Combine the two and allow employees to market through social media.

Mismanaged Media

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Steve’s Solar Tubes

Putting the Fun in Sun Since 2008.Steve recently launched an Evacuated Solar Tube startup in Chicago, IL. Currently, the company has 35 employees – with twenty staff members dedicated to research, manufacturing and installation.

How can Steve optimize the remaining 15 employees (sales and administrative) for marketing?

How Can Social Media Assist: A Mock Market

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Steve and his employees can participate in social media by learning four simple components for the desired platform.

• Etiquette

• Identification

• Conversation

• Measurement

Consistency: A Mock Market

“Dear Sir or Madam”“Yours Truly”

“Roger”“Over and Out” “Hello, Andy speaking”

“I’m eating dinner”

Etiquette: A Mock Market

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“Subject: Meeting today”“U still on for this evening?”

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@ = signals reply to thread

DM = direct message for private info

RT = Acknowledgement of reuse

# = Hashtag for tagging posts

Follow = Decision to receive content

Etiquette: A Mock Market

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Friend = I know this person

Poke = Saying hello without words

Wall = Acknowledgement of reuse

Privacy = Controlling your presence

Status = What I am doing

Events = Organizing my network

Etiquette: A Mock Market

Etiquette: A Mock Market

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Identify optimal contact times through usage monitoring sites like Tweet Stats. For example, I am most available via Twitter Monday evenings around 8 pm.

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Location: A Mock Market

Twing Forum Search Engine

Icerocket Social Media Search

Twitter Search

Blinx Video Search

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Location: A Mock Market

Google Insights for Search

• Regional Search Habits

• Preferred Search Terms

• Rising and Falling Search Terms

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Conversation: A Mock Market

Rich media allows for exploration prior to joining discussion

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Conversation: A Mock Market

Identify

Research

Respond

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Monitor Engagement through tracking condensed URLS or depth of conversation.

Measurement: A Mock Market

Define ratios for Twitter habits

• How much do you share?

• How much do you collaborate?

• How much do you chatter?

• Followers vs. Following

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The Angelos Methodology

AND PARTICIPATE

IGNORE THE NORM

MAKE IT PERSONAL

Make Yourself Ubiquitous

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Maintain your personality in multiple locations

YOU

Manage Your Ubiquity

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Comments, Posts, Alerts, Feeds, News, Search Phrases, Blogs, Forums

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SO REMEMBER:

The ideology of originality is arrogant and wasteful

The pleasure of recognition warms us on cold nights and cools us in hot summers

Conversation through social media (and in the real world) is like constructing a quilt.

Conclusions

Visit http://andyangelos.com for contact and additional information.

Measuring Social Media Campaigns

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Height: Measure the overall volume of content (both static and kinetic) concerning your brand

Width: Capture the availability of content on social media outlets designed for sharing

Depth: Examine the relevancy of existing content based on the appearance and sentiment of brand keywords

By establishing a Digital Footprint Index™ for measurement, progress with large scale Social Media campaigns becomes visible.

Best Practices Appendix

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Big Brands & Facebook Forrester 2007

24 Ways to Market Your Brand Inside Facebook

Facebook Group And Brand Page Best Practices Social Media Explorer

The Facebook Marketing Toolbox Inside CRM

Best Practices Appendix

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Use Twitter for your Business the Right Way TwiTip from Darren Rowse

16 Examples of Huge Brands Using Twitter Search Engine Journal

101 Twitter Resources Traffikd: Social Media & Internet Marketing Blog

How To Use Twitter, a Company’s Rulebook Flack Me

Best Practices Appendix

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The Secret Strategies Behind Many “Viral” Videos TechCrunch

Unruly Media Case Studies Unruly Media

Lifecasting 101 qiklife: The Lifecasting Community

Online Video