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The Tools of Social Media

June 1a, 2007

ConnectConnect with the audiences and

influencers who matter

Jeremiah OwyangDirector of Corporate Media StrategySpeaker | Blogger | Video Blogger | Social Media ConsultantWeb-strategist.com

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Survey

A show of hands, who’s using what tools?• Blogs, Wikis, Social Networks, Virtual Worlds, Podcasts, Video,

Twitter, Live Streaming other?

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Path

1. Survey2. Concepts3. Trends in 20074. Tools: Listening5. Tools: Community6. Tools: Publishing7. Future of Social Media8. Q&A

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Concepts Important to understand before using tools

• Strategy and Mind shift needed first– Prospects and Customers are sharing real experiences –are you

present?– Marketing has shifted off the corporate domain and google results– Corporate Websites are less relevant

• Many employees are communicators– “Edgeworks”

• A new influencer group– Press, Analysts, Media (enter Social)

• Understanding Tools, then listening required first• These tools are more than Marketing, Product, Support, Internal• Consider joining before building• Social Media tools are just that, tools• Measurement crucial

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Trends in 2007

• Corporations dipping toes to diving in• “How” asked more than “Why”• Budgets and Headcount• Community Manager role appearing (evolved from evangelist)• Trends in Tools:

– Asynchonous to near-real time– Richer media– Amorphous– Ubiquitous – Mobile

• Corporations are becoming Media Companies• Measurement becoming more important

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Listening Tools• Measurement Strategy

– Setup measurement goals first– New attributes to measure

• Measurement Tools– Analytics– Feedburner– Over 30 companies that provide social media measurement– Many other tools

• Listen – Feedreader– Technorati– Google– Google Alerts– Aggregators like Digg and Techmeme

• Internal Processes– Air Traffic Tower

• Strategies– Where are the conversations?– Who is a connector, who is a node, who is a sneezer?– What topics are resonating? What’s a meme?

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Community Tools

• Forums• Wikis • PublicSquare (BoA)• Ideastorm• Social Networking white label• Virtual Worlds

– Second Life– Active Worlds

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Publishing Tools

• Blogs• Audio Podcasts• Online Videos• Twitter• Live Streaming• What’s next

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The Future of Social Media

• Corporate website is collaborative• Ideastorm• Social Networking white label• PublicSquare (soon to join BoA)• Video becomes ubiquitous• Triangulation of media with mobile

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Community Resource

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Community in charge

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Community Publishing

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Q&AJeremiah Owyang

web-strategist.com/blogDirector, Corporate Media Strategy, PodTech.net