Practically Social
Actionable Strategies forSmall Business Social Media
© 2010 | Wizard of Ads | All Rights Reserved
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The principal changes taking place are these:
The principal changes taking place are these:
1. Word of mouth has grown into the muscular beast, Interconnectivity, and it moves with lightning speed.
Technology’s re-writing the rules of commerce. Facebook, blogs, tweets and texts are ensuring that, whether good or bad, the word gets out.
2. We’re moving into an era of transparency in which it will become harder than ever to win new customers through P.R. and Advertising alone.
You’re going to have to begin delivering all that you promise in your marketing materials.
Claims of ‘biggest,’ and ‘best,’mean nothing when customers have friendswho are telling them otherwise.
Today, it’s easier than ever to spread your message.
Do you have a message worth spreading?
e best way to trigger social media and word of mouth?Deliver an experience worth
talking about.
YouTube, facebook and Google are the Kerouac, Dean and Salinger of
the new generation
The big problem with social media for most smart people?
It’s got a stupid name.
The Civic Lessons
Increasingly, consumers are being informed by somebody ... don’t you
want to be part of those conversations?
Consumers are no longer uneducated.
It doesn’t mean they’re not miseducated.
In each marketplace, there’s going to be one organization people perceive as the smartest,
the most ethical and the most helpful.
When people ask one another about where to give their time and money, there’s going to be
one company that dominates the conversation.
Who’s it going to be in your market?
Areyoutheone?
You’re going to have to orient yourself to a new way of thinking that’s going to be uncomfortable for
some of you, but if you want your business to not only survive but thrive, you have to pay attention.
But the challenge is you can’t throw old solutions at new ways of working.
Mass media still works, but it’s losing more mass with each passing second. With social media - with
online marketing - you can’t apply mass media tactics and expect the same results
And it’s going to be uncomfortable.
(for a while)
Douglas Adams
Anything that is in the world when you’re born is normal and ordinary and is just a natural part of the way the world works.
Anything that is in the world when you’re born is normal and ordinary and is just a natural part of the way the world works.
Anything that’s invented between when you’re fifteen and thirty-five is new and exciting and revolutionary and you can probably get a career in it.
Anything that is in the world when you’re born is normal and ordinary and is just a natural part of the way the world works.
Anything that’s invented between when you’re fifteen and thirty-five is new and exciting and revolutionary and you can probably get a career in it.
Anything invented after you’re thirty-five is against the natural order of things.
How?
•Three Crucial Elements•Three Core Values•Three Pitfalls•Three Members of Your Team
The Civic Lessons
CrucialElements1904
CrucialElements
Frequency
Consistency CrucialElements
Relevance CrucialElements
What do I talk about?
My business isn’t fun.
I don’t know what to say.
Sphere of Credibility
Conversations among human beings sound human.
They are open, honest, uncontrived and conducted in a human voice.
That homogenized ‘voice of business?’ That sound of mission statements and brochures?
It will soon sound as contrived as the language of the 18th century French court.
Getting a sense of humor about yourself requires more than throwing a few jokes up on the corporate website.
Rather, it requires big values, a little humility, straight talk and a genuine point of view.
CoreValues
CoreValues
Listen
Grow Bigger Earslisten. share. engage.
PAUL BOOMERCEO, Shortcut Blogging
• Google Reader• Google Blogsearch• Google Alerts• Kurrently• FourWhere• Twitter Search
Your Belt
1. Create a Google/GMail Account2. Search for Google Reader & Login3. Start adding subscriptions...
Reader
1. Create a Google/GMail Account2. Search for Google Reader & Login3. Start adding subscriptions...
Reader
1. Create a Google/GMail Account2. Search for Google Reader & Login3. Start adding subscriptions...
Reader
Blogsearch
1. Search for Google Blog Search2. Within Google Blog Search, search
for topics, brands, individuals, etc.3. Copy the web address4. Go back to Google Reader5. Click in “Add a subscription”6. Rinse and repeat
Blogsearch
1. Search for Google Blog Search2. Within Google Blog Search, search
for topics, brands, individuals, etc.3. Copy the web address4. Go back to Google Reader5. Click in “Add a subscription”6. Rinse and repeat
Blogsearch
1. Search for Google Blog Search2. Within Google Blog Search, search
for topics, brands, individuals, etc.3. Copy the web address4. Go back to Google Reader5. Click in “Add a subscription”6. Rinse and repeat
Blogsearch
1. Search for Google Blog Search2. Within Google Blog Search, search
for topics, brands, individuals, etc.3. Copy the web address4. Go back to Google Reader5. Click in “Add a subscription”6. Rinse and repeat
Blogsearch
1. Search for Google Blog Search2. Within Google Blog Search, search
for topics, brands, individuals, etc.3. Copy the web address4. Go back to Google Reader5. Click in “Add a subscription”6. Rinse and repeat
Blogsearch
1. Search for Google Blog Search2. Within Google Blog Search, search
for topics, brands, individuals, etc.3. Copy the web address4. Go back to Google Reader5. Click in “Add a subscription”6. Rinse and repeat
Alerts
1. Search for Google Alerts2. Type in your desired topics3. Create the alert4. Rinse and repeat
Alerts
1. Search for Google Alerts2. Type in your desired topics3. Create the alert4. Rinse and repeat
Alerts
1. Search for Google Alerts2. Type in your desired topics3. Create the alert4. Rinse and repeat
Alerts
1. Search for Google Alerts2. Type in your desired topics3. Create the alert4. Rinse and repeat
Kurrently1. Go to Kurrently.com2. Search for what you want to know
Kurrently1. Go to Kurrently.com2. Search for what you want to know
1. Go to search.twitter.com2. Click on “Advanced search”3. Start searching4. Refine your searches5.Click on “Feed for this query”6.Copy feed address to Reader
1. Go to search.twitter.com2. Click on “Advanced search”3. Start searching4. Refine your searches5.Click on “Feed for this query”6.Copy feed address to Reader
1. Go to search.twitter.com2. Click on “Advanced search”3. Start searching4. Refine your searches5.Click on “Feed for this query”6.Copy feed address to Reader
1. Go to search.twitter.com2. Click on “Advanced search”3. Start searching4. Refine your searches5. Click on “Feed for this query”6. Copy feed address to Reader
1. Go to search.twitter.com2. Click on “Advanced search”3. Start searching4. Refine your searches5. Click on “Feed for this query”6. Copy feed address to Reader
1. Go to search.twitter.com2. Click on “Advanced search”3. Start searching4. Refine your searches5. Click on “Feed for this query”6. Copy feed address to Reader
Share CoreValues
Clarity CoreValues
Clarity
Pitfalls
Urge for Instant GratificationPitfalls
TrollsPitfallsMoron
Budget
Curse of KnowledgePitfalls
“The Curse of Knowledge,” a phrase used in a 1989 paper in The Journal of Political Economy, means that once you’ve become an expert in a particular subject, it’s hard to imagine not knowing what you know.
In 1990, Elizabeth Newton conducted an experiment on the curse of knowledge while working on her doctorate at Stanford. She gave one set of people, called “tappers,” a list of familiar songs from which to choose.
Their task was to rap their knuckles on a tabletop to the rhythm of the chosen tune as they thought about it in their heads. A second set of people, called “listeners,” were asked to name the songs.
Before the experiment began, the tappers were asked how often they believed that the listeners would name the songs correctly. On average, tappers expected listeners to get it right about half the time. In the end, however, listeners guessed only 3 of 120 songs tapped out, or 2.5 percent.
The tappers were astounded. The song was so clear in their minds; how could the listeners not “hear” it in their taps?
Janet Rae-DupreeThe New York TimesDecember 30, 2007
TeamMembers
Your Front LineTeamMembers
Your Ambassadors of AwesomeTeamMembers
YouTeamMembers
The days of an uneducated consumer aren’t just going away.
It doesn’t mean they’re not miseducated.
In each marketplace, there’s going to be one organization people perceive as the smartest,
the most ethical and the most helpful.
When people ask one another about where to give their time and money, there’s going to be
one company that dominates the conversation.
Who’s it going to be in your market?
Relax. Pick. Focus. Learn.
What you say Where you say it
Relax. Pick. Focus. Learn.
• blogging
• youtube/video
• location-based
• email marketing
• texting
How do you choose?
Relax. It’s okay to pick ceramics.
I don't use Twitter. It's not really me. I also don't actively use FaceBook, and I'm not adding any friends.
I don't want to use a tool unless I'm going to use it really well. Doing any of these things halfway is worse than not at all.
People don't want a mediocre interaction.
Relax. Pick. Focus. Learn.
• Be Consistent
• Be A Good Listener
• Be Yourself
• Be Giving
• Be Responsive
• Be Patient
• Deliver a Great Experience
Relax. Pick. Focus. Learn.
Practically Social
Actionable Strategies forSmall Business Social Media
© 2010 | Wizard of Ads | All Rights Reserved