social networking 4 your business

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


Why shall I care

How strategically

How technologically


Who did it well

Identity (put your face!)

Relationships (wanna be my friend?)

Outline


Why shall I care

How strategically

How technologically


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.


2. Markets consist of human beings, not demographic sectors.


3. Conversations among human beings sound human. They are conducted in a human voice.


6. The Internet is enabling conversations among human beings that were simply not possible in the era of mass media.


7. Hyperlinks subvert hierarchy.


10. As a result, markets are getting smarter, more informed, more organized. Participation in a networked market changes people fundamentally.


11. People in networked markets have figured out that they get far better information and support from one another than from vendors. (...)


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.


20. Companies need to realize their markets are often laughing. At them.


95. We are waking up and linking to each other. We are watching. But we are not waiting.


Summary:People talk about your products.

Join the conversation!

As a human!

Outline


Why shall I care

How strategically

How technologically


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


Why shall I care

How strategically

How technologically


Who did it well

How technologically

Facebook

Twitter

Blog?

Mashup!

Facebook

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!

Twitter

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


Why shall I care

How strategically

How technologically


Who did it well


Requires TIME!


Lose control of your brand?


Is Web use widespread?

ROI?

Outline


Why shall I care

How strategically

How technologically


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

Creative Commons License

Attribution-ShareAlike 2.5

You are free:

* to copy, distribute, display, and perform the work

* to make derivative works

* to make commercial use of the work

Under the following conditions:

Attribution. You must attribute the work in the manner specified by the author or licensor.

Share Alike. If you alter, transform, or build upon this work, you may distribute the resulting work only under a license identical to this one.

* For any reuse or distribution, you must make clear to others the license terms of this work.

* Any of these conditions can be waived if you get permission from the copyright holder.

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!

social networking 4 your business

Education