Social Media and Your Business

Forensic Expert Witness AssociationMarch 27, 2010

San Francisco, CA

John LarkinGreg Barber

Email request

• http://www.tinyurl.com/fewaworkshop

Social Networks

Facebook

LinkedIn

MySpace

GaiaSecond Life

Twitter

Ning

Xing

Ryze

Orkut

Ecademy

Tribefubar Jamendo

Good Reads

Twine

Digg

StumbleUpon

Reddit

Delicious

Friendster

OK Cupid

Social Networking

• One in every 11 minutes online globally is accounted for by social network and blogging sites– Social Networking Sites have surpassed e-mail

• Mark Hackman (PC World, March 10, 2009)• Nielsen (Oct 2009): An average of 6 hours per

month per user spent on FB• Facebook surpasses Yahoo as the 2nd most

visited site– LA Times, February 18, 2010

Obama

McCain

Web 1.0

• Top down• Updating static HTML pages• FROM a central information source

OUT TO a group of eager information seekers:

magazine

bulletins

website

e-blasts

Web 1.0

• It was still clear, during the time of Web 1.0, what was universally meant by the word EXPERT.

• Who controls the "means of [intellectual] production"?

Web 1.5

• The RSS feed• The Web switches from “pull” to “push”• Uses XML

Exercise

• Creating an RSS reader account– Create a Google Account

• Password naming convention– Subscribe to an RSS feed

• http://www.forensic.org/fewa/• http://www.nytimes.com• http://www.theonion.com

Subscribing to RSS (IE 7+)

Google home pageGoogle ReaderBloglinesMyYahoo!IE Favorites

Subscribing to RSS (Firefox)

Web 2.0

• From – connecting people with documents

• To – connecting people with people

Web 2.0

• BETWEEN information seekers

Social Graph

Social Graph

Social Graph

• What kinds of connections already exist between you and your clients/stakeholders?

• What kinds of connections can now be leveraged that couldn't be leveraged before?

Web 2.0

• Value (profitability) shifts– From owning access to [scarce]

information or opportunity for interactivity

– To creating/facilitating/owning the conduits of community

• Produce more • Produce with an eye toward

interactivity

New Models

• Not to be used in same, top down way– Not just another top-down medium

• Level of commitment – Easy to set up a social network– Takes a lot of work to make one work– Still have to plan carefully– Must monitor content far more actively

than before– Responders should have the authority

(these are real-time conversations here)

Ch-ch-ch-changes

• From deterministic to probabilistic• From social networking to social

notworking

Quick and Easy Publishing

• Increasing Complexity

Newspapers

Television

Associations

Conferences

PUBLIC

SOURCES

News Bookmarking Services

• StumbleUpon– Create account– Customize profile/choose topics– Subscribe to each other's stumbles

• Digg– Create account– Search and subscribe; add friends

• Delicious (formerly de.licio.us)• Reddit

– Create an account– Create a Reddit

StumbleUpon

Digg

Don't forget your quotation marks

reddit

Other "Social" News Agg Sites

• http://www.mixx.com/• http://kirtsy.com/• http://tipd.com/

– Self niched for "financial news"

Facebook

• Create account– Edit profile– Search email contact list (optional)– Set privacy settings– Create lists

Case Study

• Guy Berry: Real Estate Agent, Trainer, Expert Witness– Note profile

photo– Note the

note

Facebook Core Apps

• Find friends– Befriend/Friend others in the group

• Post a status– Comment on a friend's status– Remove conversation

• Create a photo album• Create a group/fan page for your

business– "Advertising" "pages" "create a page"– Send out an announcement from that group

Facebook: WARNING

Facebook Apps

• Networked blogs– Find a few blogs to follow– Register your own blog if you have

one• Create a box• Social RSS (RSS-Connect)

– Download toolbar• Simplaris BlogCast

Facebook Apps

• I Endorse• My Business BlinkWeb • Professional Profile

– Doesn't work on Mac

Facebook Apps

• Calliflower• SmartMessage Center • Voice Mail app• Introductions

– PC only• Create a Badge

Digression

• Google Docs Forms, an alternative to SmartMessage Center

Facebook Apps

• SocialFly• Workspace Huddle

– Fileshare; upload logo• Slideshare

Placing a Facebook Ad

Select "Advertising" from the bottom of any page.

Then click "Create and Ad."

MySpace RIP

• “[E]xpress yourself into a void and hope people come to visit your page.” – Web 2.0 tools, Web 1.0 structure

• “Hoped that … users would write long-form blogs but …

• The quick and easy publishing on Facebook and Twitter [won out].”– (RWW: http://tinyurl.com/cgadbl)

• Music playing when page loads - WTH

Twitter

Twitter and the 80-20 Rule

• "[T]he most prolific 10% of twitterers accounted for 90% of all tweets"

• 20% of account holders have not tweeted anything at all– Economist January 28, 2010

Twitter … However…

• Folks, however, are still using Twitter to drum up business– http://business.twitter.com/twitter10

1/• Dell• Jet Blue• Pepsi• Levi's

Twitter

• Create an account• Upload a background photo

– For later: 1024x768 pixels (or larger)– Keep your graphics to the left-most 150 pixels

• Tweet your first tweet• Tweet second tweet using #FEWA• Go to search.twitter.com • Type in #FEWA• Friend/Follow each other• Return to search.twitter.com

– Type in relevant term to find people to follow• Retweet something

Twitter

• Value: More than finding out what your cousin had for breakfast

• Features– Hash marks– RT– search.twitter.com

• Trending topics– Twitterberry– übertwitter– Twihrl– Sponsored conversations (izea.com)

• http://www.youtube.com/watch?v=U1Bnmrssfqg

Twitter

• Oh yeah, you can meet actual people on Twitter

• Building relationships vs. mass follows

• When do I start caring that my brand is being Tweeted?

• 300 followers? How many care what you have to say?

Twitter

• “[N]o one on Twitter wants to be 'sold to' or 'marketed to.' They are there to build relationships.”

• Chummy or formal? “The businesses it works best for are the ones that have a deep understanding of the people they serve.”– RainToday.com

• Best 40 brands on Twitter– http://mashable.com/2009/01/21/best-twitte

r-brands/

Twitter Apps: News Outlets

Associated Press, @associatedpressFinancial Times @FTmedianews, @FTfinancenewsLA Times, @latimesbreaking, @latimesworld, @latimestechMcClatchy Washington Bureau, @McClatchyDCMacworld, @MacworldOrange County Register, @OCRegisterPRWeek magazine, @prweekstaffReuters, @ReutersScientific American Magazine & Website, @SciAmSilicon Alley Insider, @alleyinsiderThe Chicago Tribune, @chicagotribuneThe Guardian, @guardiannewsThe London Times, @timesonlineThe New York Times, NY, @nytimesThe Washington Post The Trail/44, @wapo44US News & World Report, @usnewsUSA Today, @ondeadline

Twitter Apps: News Outlets

NPR, @nprNews The Atlantic, @atlantic_onlineHarpers, @harpersHuffington Post, @huffingtonPostCNN Breaking News, @cnnbrkLady Gaga, @lADYgAGAMcKinsey Quarterly, @MckQuarterly American Spectator, @AmspecMother Jones, @MotherJonesThe Economist, @theeconomistHarvard Business Review, @harvardbiz National Review, @NROCorner

Exercise: Find at least 25 news outlet Twitter feeds and add them to a list called "News."

Create two or more other lists and place those news tweet feeds into them.

Anticipate ending up following hundreds of accounts, get started early with lists.

Twitter Apps: Monitter

Three search termsFilter by location

Generate RSS feed

Updates in real time, no "refreshing" needed.

Twitter Apps: TweetDeck

twitter linkedin twitter DMs twitter hashmark

Twitter Apps: Twilert

Trending topics that you specify are emailed daily to you.

Twitter Tools

• Twello

Exercise: find 25 people to follow using specific search criteria.

Don't forget to assign each to one or more lists.

Twitter Tools: My Cleenr

Twitter Tools: Twitterfeed

If your blog generates an RSS feed, you can use this service to automatically create a tweet each time your blog is updated.

Keep in mind, though, that most blogging services now provide a mechanism for this so you might not need Twitterfeed.

Friend Feed

• Rooms• Room with a view of other rooms• Pack as much into the headline as

possible

Flickr

• Create account• Upload photos• Share

YouTube

• Channels• How to upload a video• How to download a video

– mediaconverter.org

Yammer

LinkedIn

• Getting by with the free version• Groups• Searching for contacts

– San Francisco CEOs with expertise in Accounting

LinkedIn: Profile

LinkedIn: My Groups

LinkedIn: Find Groups

LinkedIn: Create Groups

LinkedIn: Email Delivery Settings

LinkedIn: Email Updates

LinkedIn: Applications

Building Your Own

• Not so free– Mzinga– Ramius

• Free– Ning– Wordpress

• .com• .org

– Drupal

Ning

New Models (cont.)

You can't just reach out to your followers…

New Models (cont.)

addthis.com

…You must provide them the means to pass your message along to their followers.