simplifying social media. for research, connection & differentiation

Simple Marketing Now LLC – http://SimpleMarketingNow.comCopyright © 2010

Simplifying Social Media. For Research, Connection & Differentiation

Right Management Meeting Christine B. Whittemore

5/10/10


Simplifying Social Media

• Social media overview

• The tools available

• Examples


Social Media Overview


Social Media Overview

• What is Social Media?

• Why all the fuss?


What is Social Media?

Markets are conversations.


John Jantsch/Duct Tape Marketing


Conversations

• Take place between PEOPLE


Social Conversations Use Tools Like…

http://images.google.com/imgres?imgurl=http://talkingheadtv.com/wp-content/uploads/2008/07/twitter.jpg&imgrefurl=http://blogs.splunk.com/thewilde/2008/12/29/its-time-for-a-boxee-ing-match-with-splunk-2/&usg=__UuVa_5fUX8h6fBOOfT9zE3X_NIE=&h=295&w=800&sz=33&hl=en&start=2&sig2=s8NUq7pGNInlWSxVE_mZHA&um=1&tbnid=HlgeaHb1DzF49M:&tbnh=53&tbnw=143&ei=-I-QSbvVIIHWMaKH-I0L&prev=/images%3Fq%3Dtwitter%26um%3D1%26hl%3Den%26rlz%3D1T4SKPB_enUS268US268%26sa%3DN

http://images.google.com/imgres?imgurl=http://www.labelscar.com/wp-content/uploads/2008/10/flickr-logo.jpg&imgrefurl=http://www.labelscar.com/category/uncategorized/&usg=__3qoqlFIBPx64qfTE-cp9Y6ncPl0=&h=196&w=500&sz=12&hl=en&start=3&sig2=TKtrRFnBtoYz_7A0bOawQQ&um=1&tbnid=p99FFGDhXindAM:&tbnh=51&tbnw=130&ei=FZCQSaGZL6W-MYjJ6YEL&prev=/images%3Fq%3Dflickr%2Blogo%26um%3D1%26hl%3Den%26rlz%3D1T4SKPB_enUS268US268

http://images.google.com/imgres?imgurl=http://www.gtrblog.com/media/blogs/gtrblog/AmazonJP/amazon-logo-001.gif&imgrefurl=http://www.gtrblog.com/index.php/2008/05/15/gtrblog-how-to-order-books-dvds-magazine%3Fblog%3D4&usg=__CFfrI4n8UfX9cATz_q_tKaW-Me0=&h=161&w=520&sz=11&hl=en&start=12&sig2=BNer93CP-K7IiaFsR75E6w&um=1&tbnid=UJviT3pGN2D-8M:&tbnh=41&tbnw=131&ei=yo2QSdOgKKW-MbnWlaMI&prev=/images%3Fq%3Damazon%2Blogo%26um%3D1%26hl%3Den%26rlz%3D1T4SKPB_enUS268US268

http://images.google.com/imgres?imgurl=http://bigmarketing.files.wordpress.com/2007/05/logo_facebook.jpg&imgrefurl=http://hrmarketer.blogspot.com/&usg=__6lFk-AL2pqpDktIcYK-ecR8KsKc=&h=385&w=1024&sz=25&hl=en&start=3&sig2=EOGTGGAsL60YH0n-4s_e0g&um=1&tbnid=LTkRB8ED8k4OcM:&tbnh=56&tbnw=150&ei=NZCQSeP3LqPeMKLXpJUL&prev=/images%3Fq%3Dfacebook%26um%3D1%26hl%3Den%26rlz%3D1T4SKPB_enUS268US268

http://images.google.com/imgres?imgurl=http://www.topnews.in/usa/files/YouTube-Offers-Long-Videos.jpg&imgrefurl=http://www.topnews.in/usa/full-tv-shows-ads-youtube-21712&usg=__hwAA7murYc7gMVenwabN_ykfSio=&h=310&w=413&sz=17&hl=en&start=7&sig2=ptdWfRsssquu1MKgDOW1hQ&um=1&tbnid=P5L3xns34LJS0M:&tbnh=94&tbnw=125&ei=U5CQSYPDHYmiMuan3IwL&prev=/images%3Fq%3Dyoutube%26um%3D1%26hl%3Den%26rlz%3D1T4SKPB_enUS268US268

http://images.google.com/imgres?imgurl=http://blog.absolute.com/uploads/Wikipedia-logo.jpg&imgrefurl=http://blog.absolute.com/2008/02/&usg=__a8ZtOXDv46esozcnnKelXJNwZ-8=&h=380&w=316&sz=24&hl=en&start=5&sig2=SG82vwcWo9Pgjpvxbez_Dg&um=1&tbnid=R4LUDyAN-ShLqM:&tbnh=123&tbnw=102&ei=MZGQSbeOJ6X6NKn0zIkL&prev=/images%3Fq%3Dwikipedia%26um%3D1%26hl%3Den%26rlz%3D1T4SKPB_enUS268US268

http://images.google.com/imgres?imgurl=http://www.bpmccullough.com/blog/wp-content/uploads/2008/03/google_alerts.jpg&imgrefurl=http://www.bpmccullough.com/blog/31/personal-seo/how-to-sign-up-for-google-alerts&usg=__9TBm_-F25_K4AvqqATbUAwqfrMI=&h=238&w=289&sz=12&hl=en&start=8&sig2=kxsZDD19JcJdLWuWjoJQGg&um=1&tbnid=mz8vZ9TGANlhRM:&tbnh=95&tbnw=115&ei=iZCQSazPNqTUMbrxzZAL&prev=/images%3Fq%3Dgoogle%2Balerts%26um%3D1%26hl%3Den%26rlz%3D1T4SKPB_enUS268US268

http://images.google.com/imgres?imgurl=http://www.ronakorn.com/wp-content/uploads/2008/08/best-blog-platform-for-seo-300x263.jpg&imgrefurl=http://www.ronakorn.com/talks/the-best-blog-platform-for-seo/&usg=__8iZKsOWUd3kSqMAsD-um93SKESw=&h=263&w=300&sz=31&hl=en&start=3&sig2=FIHz775VBPCAtDIwSks8gQ&um=1&tbnid=iAHm3kDplXK6RM:&tbnh=102&tbnw=116&ei=95CQSZX2LKX6NKv1-IkL&prev=/images%3Fq%3Dblog%2Bplatforms%26um%3D1%26hl%3Den%26rlz%3D1T4SKPB_enUS268US268

http://images.google.com/imgres?imgurl=http://www.kodak.com/US/images/en/corp/1000nerds/johnMcMcoy/LinkedIn_logo.gif&imgrefurl=http://pluggedin.kodak.com/event-calendar/post-list/default.asp%3Ftype%3Dposts%26month%3D3%26year%3D2008&usg=__6XGcVeqn-Jjd2IFimUM9ZI_dTRs=&h=178&w=640&sz=10&hl=en&start=2&sig2=rOCZAldTKqOtKQVWVmxuag&um=1&tbnid=UAKrrmW4w-Jc9M:&tbnh=38&tbnw=137&ei=WtWRSdm_EKTUMbLj4e4L&prev=/images%3Fq%3Dlinked%2Bin%2Blogo%26um%3D1%26hl%3Den%26rlz%3D1T4SKPB_enUS268US268%26sa%3DX


Digital Social Tools and Platforms

Easy to useMostly freeMeans to an endFacilitate conversation with people and build trust

Represent…


Social Media Revolution http://www.youtube.com/watch?v=lFZ0z5Fm-Ng

http://www.youtube.com/watch?v=lFZ0z5Fm-Ng


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


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!


The Breakup http://www.youtube.com/watch?v=RZDXfB0Rd4Q The Breakup http://www.youtube.com/watch?v=RZDXfB0Rd4Q

http://www.youtube.com/watch?v=RZDXfB0Rd4Q

http://www.youtube.com/watch?v=RZDXfB0Rd4Q


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?

http://www.askapatient.com/



http://www.medhelp.org/



http://www.patientslikeme.com/

http://exchanges.webmd.com/default.htm

http://exchanges.webmd.com/default.htm


Many Tools Available

To research

To connect

To differentiate


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.


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


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


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

http://blogpulse.com/


Listening Means

• Reading and absorbing how people interact– Blogposts– Comments– Tweets– Reviews

• Hearing what others say about you, brand, company, industry, relevant terms…


Set Up Google Alerts

• Go to www.google.com/alerts – Your name– Your website– Brand names– Company names– Keywords & phrases– Key competitors

http://www.google.com/alerts






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


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


Who Reads Blogs?

• Per e-Marketer:– 2007: 50% of US

Internet population read blogs monthly

• 36% weekly

– 2012: projected to increase to 67%


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?


When You Identify Blogs of Interest:

• Subscribe to them!– RSS in a ‘feedreader’

• Google reader• Bloglines

– Email updates

• Read the updates

• Comment

http://images.google.com/imgres?imgurl=http://www.operationgadget.com/images/bloglines.gif&imgrefurl=http://www.operationgadget.com/useful_web_sites/&usg=__LoLVOdPgsKpc98rvr8njF1gyZ7g=&h=974&w=1005&sz=75&hl=en&start=2&sig2=IJP5v1noyscWLworqaZa_g&um=1&tbnid=Ze8rnVywC1oYmM:&tbnh=144&tbnw=149&prev=/images%3Fq%3Dbloglines%26hl%3Den%26rlz%3D1T4SKPB_enUS315US315%26sa%3DN%26um%3D1&ei=da3HSa_DHNuImQeU6bTYCw


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

http://flooringtheconsumer.blogspot.com/


Explore Google


Experiment With Google


What Does Google Say About…


Explore BlogPulse


Explore AllTop

• Visit http://alltop.com – An aggregator of all

the top news, blogs, etc.

http://alltop.com/


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

http://technorati.com/

http://technorati.com/

http://images.google.com/imgres?imgurl=http://karthik3685.files.wordpress.com/2007/11/technorati-fav.png&imgrefurl=http://karthik3685.wordpress.com/2007/11/21/&usg=__InTEK8ETPByDzSzvqUHp0YFIIVM=&h=431&w=400&sz=32&hl=en&start=1&sig2=u8kih_j0nBItQZ9S8e4Vvg&um=1&tbnid=fFQb44j1Cl3kHM:&tbnh=126&tbnw=117&prev=/images%3Fq%3Dtechnorati%26hl%3Den%26rlz%3D1T4SKPB_enUS315US315%26sa%3DN%26um%3D1&ei=o6HHSfCSKJXlmQeKq7nhCw


What Is Twitter?

• Micro-blogging platform – 140 characters or less – http://twitter.com

• Source of quick breaking observations & interactions– Brands– Keywords– Conferences

http://twitter.com/


Twitter Profile


Your Twitter.com Home Page


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

http://search.twitter.com/


Twitter Search


Bing.com/twitter


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


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

http://www.twellow.com/

http://wefollow.com/


Twellow: www.twellow.com


WeFollow: wefollow.com


URL Compressor: http://bit.ly/


Useful Twitter Tools

• TweetDeck– Search on ‘#’ topics, conferences, …

• Twitter search– TwellowHood

• Tweetups– Meetup– Twtvite


TweetDeck: Dowload to Desktop


TwellowHood: www.twellow.com/twellowhood/


Meetups & Tweetups


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


TweetBeep


TwitPic


Twitter Chats http://spreadsheets.google.com/ccc?

key=0AhisaMy5TGiwcnVhejNHWnZlT3NvWFVPT3Q4NkIzQVE&hl=en&ui=2#gid=0


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/

http://www.ducttapemarketing.com/blog/2010/03/22/7-insanely-useful-ways-to-search-twitter-for-marketing/


Occupation Search

• Google Search: intitle:”attorney * on twitter” site:twitter.com

http://www.google.com/search?hl=en&q=intitle%3A%22attorney*+on+twitter%22+site%3Atwitter.com+&aq=f&aqi=&aql=&oq=




Bio Search

• Google Search: intext:”bio * web designer” site:twitter.com

http://www.google.com/search?hl=en&q=intext%3A%22bio+*+web+designer%22+site%3Atwitter.com&aq=f&aqi=&aql=&oq=





Twitter Search: “Near:City within:25mi”


Keep Up On Industry

• Twitter search: “small business” OR entrepreneur OR “start up” filter:links

http://search.twitter.com/search?q=+%22small+business%22+OR+entrepreneur+OR+%22start+up%22+filter%3Alinks





Competitive Eavesdropping

• Twitter search: from:comcastcares OR to:comcastcares

http://search.twitter.com/search?q=from%3Acomcastcares+OR+to%3Acomcastcares





Trending Photos

• Twitter search: olympics twitpic OR ow.ly

http://search.twitter.com/search?q=olympics+twitpic+OR+ow.ly






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


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


Social Media In Action

Examples


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/

http://www.slideshare.net/LauraGainor/laura-gainor-utilizing-social-media


Absolutely Abby


Social Steve


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


Follow happenings at conferences with #mpb2b, #coverings2010…http://search.twitter.comhttp://wthashtag.com


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


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


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


Last Thoughts

• Manage your time

• Have a goal in mind

• Quality matters over quantity

• Have fun!


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”


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

http://flooringtheconsumer.blogspot.com/

http://simplemarketingblog.com/



Questions?


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.


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

http://simplemarketingnow.com/


http://images.google.com/imgres?imgurl=http://www.kodak.com/US/images/en/corp/1000nerds/johnMcMcoy/LinkedIn_logo.gif&imgrefurl=http://pluggedin.kodak.com/event-calendar/post-list/default.asp%3Ftype%3Dposts%26month%3D3%26year%3D2008&usg=__6XGcVeqn-Jjd2IFimUM9ZI_dTRs=&h=178&w=640&sz=10&hl=en&start=2&sig2=rOCZAldTKqOtKQVWVmxuag&um=1&tbnid=UAKrrmW4w-Jc9M:&tbnh=38&tbnw=137&ei=WtWRSdm_EKTUMbLj4e4L&prev=/images%3Fq%3Dlinked%2Bin%2Blogo%26um%3D1%26hl%3Den%26rlz%3D1T4SKPB_enUS268US268%26sa%3DX


Thank You!

simplifying social media. for research, connection & differentiation

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