stop the propaganda and start talking
DESCRIPTION
Presentation for Joomla Chicago user group discussing the benefits of marketing and communication with social media tools. Brief history and myths are discussed initially prior to examining a mock case study for a self-run social media campaign. Remove the hierarchy, remove the middle men, and just start learning about yourself and others.TRANSCRIPT
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 [email protected]
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