Social media ...
DMAF Orlando November 2008
Alex de Carvalho
alex@alexdc.org

Remember that fast-talking FedEx guy?
I can’t speed talk, but I’ll try
to do 60 slides in 10 minutes!
http://www.youtube.com/watch?v=NeK5ZjtpO-M

How we’ll spend the
next 10 minutes:
About South Florida’s Web
and New Media community
What is social media?
5 quick tips

About me
http://alexdc.org
http://alexdc.org/wiki
http://twitter.com/alexdc

StartPR: social media management
- Track your mentions on social networks and on over 100 million blogs
- Annotate and store important posts
- Coordinate responses with colleagues
- Report on mentions and improve blogger relations activity
http://startpr.com

RefreshMiami: new media community
- South Florida’s web and new media community
- Established March 2006
- Over 500 members
- Monthly meetups
http://refreshmiami.org

BarCampMiami: web community
- Third web and new media “un”conference
- February 22nd 2009, just before the Future of Web Apps conference
- Over 250 participants expected
- Free conference supported by company sponsorships
http://barcampmiami.org

SMCSF: social media community
A community for the champions of social media and those seeking to learn
- Expand media literacy
- Share lessons learned
- Adopt industry standards
- Promote ethical practices
http://socialmediaclubsf.org

Enough blah blah blah, Alex ...
What is social media?

Wikipedia is a social media, so
let’s look there for a definition ...

tools for sharing and discussing
Tools Activities
social
media
Interaction

activities that integrate
technology and social interaction
Tools Activities
social
media
Interaction

interaction that builds
shared meaning among communities, as
people share their stories and
experiences
Tools Activities
social
media
Interaction

Through social media,
people build their online ...
• Presence
• Credibility
• Identity
• Authority
• Reputation
• Influence

Graph: GustavoG http://www.flickr.com/photos/gustavog/9708628/

David Armano

Traditional media
Newspapers
Magazines
Television
Radio
Books
CDs
DVDs
A box of photos
Physical, paper mail and catalogs
Yellow Pages

Digital media
Cellphones
Compact disc
Digital video
Digital television
e-book
Internet
Minidisc
Video game
World Wide Web
and many interactive media

Social media
Blogging
Social Networking
Wikis
Bookmarking
Photosharing
Calendaring
Tagging
Podcasting
Microblogging

The Conversation Prism
http://www.briansolis.com/2008/08/introducing-conversation-prism.html

adecarvalho’s tags on del.icio.us

alexdecarvalho’s photos on Flickr

@alexdc’s conversations on Twitter

Social media
• Traditional media above can’t be changed. A newspaper can’t
magically change its stories
• You can interact with my blog. You can leave a comment.
• You can get some sense of the popularity of my stuff in real time.
• With the “new media” you can look at my archives and see all posts.
• Here on my blog I can mix media. A post could contain text, audio,
video, or photos.
• Here on my blog I don’t need to convince a committee to publish.
• The new media is infinite. (time, space, schedule)
• The new media can be syndicated, linked and easily reused.
• The new media can be mashed up with data from other services.
Robert Scoble, http://scobleizer.com/2007/02/16/what-is-social-media/

ok, but what’s that got to
do with my company?

Markets are conversations
Hugh McLeod
X is the membrane between your internal conversation, A,
and what your customers are saying about you, B
http://www.gapingvoid.com/Moveable_Type/archives/001607.html

Think of advertising in general
http://thoughtnow.blogspot.com/2006/04/nyc-and-automobiles.html

Interruption marketing

How advertisers see us

Most of advertising is really not that different from ...
http://thoughtnow.blogspot.com/2006/04/nyc-and-automobiles.html

... unsolicited commercial messages

advertisers might as well talk to the hand

because we’re besieged by ads!
(and not even my cat likes spam)

do you see the membrane?
http://thoughtnow.blogspot.com/2006/04/nyc-and-automobiles.html

break down that wall or membrane between
your company and your customers

Jeep’s website

links to social networks on Jeep’s website

active community of Jeep aficionados on Flickr
http://www.flickr.com/groups/jeepexperience/

markets are conversations

A brand is the collective consumer concept
of a company.
Logos are just brand identification.

Peter Kim, Forrester Research
quot;The biggest challenge is moving away from thinking
about [social media] as marketing and PR.
It's about product development, it's about IT.
It's got to cut across all functions of the company.quot;
-ADWEEK, July 2008
http://www.adweek.com/aw/content_display/news/digital/e3i5dab627a6e5e9f670fe61aa2512a7514?pn=1

http://www.slideshare.net/absolutesubzero/community-management

1. Become or hire a community manager
1.a) Also, train your colleagues

Intel
Intel will build credibility among the tough-to-
impress IT crowd by putting its engineers out
front, rather than a media-trained spokesperson.
So far, 150 engineers have been selected to
contribute as bloggers on Intel sites and on other
tech sites.
-ADWEEK, July 2008
http://www.adweek.com/aw/content_display/news/digital/e3i5dab627a6e5e9f670fe61aa2512a7514?pn=1

2. Go where people are
Think of it this way. If you are a fisherman you would
not fish for the trophy catch in stagnated water.
You would need to go to where there is fresh water.
That's where the fish are.
http://infoworthsharing.com/blog2/2008/06/go_where_the_people_are.html

The Conversation Prism
http://www.briansolis.com/2008/08/introducing-conversation-prism.html

3. Listen

Questions:
• How do people feel about my brand?
• What is being discussed?
• Who’s talking?
• Are they influential?
• Is my marketing working?
• Are my products working?
• How do we engage in the conversation?

Listen: track your mentions
online brand monitoring / South Florida startup
http://startpr.com

Listen: monitor your brand(s)
http://startpr.com

What should I track?
• Key employees
• Company name and URL
• Competitors
• Product and service names
• Brands
• Keywords
• Trends

You may be amazed at what you’ll find out ...

Listen, then manage and react to conversations
http://startpr.com

4. Measure and count individual units, not just agreggate results

5. Learn from others

http://www.zappos.com/tribal.zhtml

Thank you :)
DMAF November 2008
Alex de Carvalho
alex@alexdc.org

photo credits
puppy http://www.flickr.com/photos/klapow/39693385/
garfield http://www.flickr.com/photos/pasma/580401331/
70 years of Spam http://www.flickr.com/photos/dok1/2607573904/
web 2.0 logos http://www.flickr.com/photos/94291223@N00/122881874/
conversation prism http://www.flickr.com/photos/50698336@N00/2735401175/
dinner conversation http://www.flickr.com/photos/88543347@N00/80462964/
talk to the hand http://www.flickr.com/photos/99757245@N00/2652563248
child http://www.flickr.com/photos/40732566596@N01/109538354/
hungry fish http://www.flickr.com/photos/75269757@N00/727422407
seti http://www.flickr.com/photos/49457106@N00/280789933/
attention http://www.flickr.com/photos/69148125@N00/326386880/
billboard man http://www.flickr.com/photos/51363629@N00/96643546
yeehaw http://www.flickr.com/photos/61654243@N00/444844788/
jelly beans http://www.flickr.com/photos/jspad/450848498/
community manager http://www.flickr.com/photos/celesteh/397931208/