Today's Internet & Social Media - Adam White @ EARN Bi-Regional Networking Conference 2011

These slides are from one of three presentations delivered on Thursday, September 22nd, 2011 at Luina Gardens in Stoney Creek, Ontario as part of the EARN Bi-Regional Networking Day conference for individuals in the Niagara and Hamilton employment industry.

This presentation was prepared and delivered by Adam White of JMR Logics in Niagara Falls, Ontario.

Transcript

1. These slides are from one of three presentations delivered on Thursday, September 22nd, 2011 at Liuna Gardens in Stoney Creek, Ontario as part of the EARN Bi-Regional Networking Day conference for individuals in the Niagara and Hamilton employment industry. This presentation was prepared and delivered by Adam White of JMR Logics in Niagara Falls, Ontario. Any images from the original presentation which may have been under copyright have been removed from this version. This presentation itself is licensed under a Creative Commons Attribution-ShareAlike 3.0 Unported License. -Adam White
2. If you’re looking for the source of many of these ideas I’d suggest the following reading list: • “Crush It” by Gary Vaynerchuk • “The Thank You Economy” by Gary Vaynerchuk • “Unmarketing” by Scott Stratten • “The Whuffie Factor” by Tara Hunt • LinkedInfluence.com by Lewis Howes • “How to Win Friends & Influence People” by Dale Carnegie
3. As you know I consult and speak about social media and the Internet for a living and would love to talk to your company, organization, or industry group. Give me a call at 905-374-2878 or email me at adam@jmr.ca. Cheers! -Adam White http://www.jmr.ca http://about.me/adamwhite http://twitter.com/adamwhite http://ca.linkedin.com/in/adamvwhite
4. Bi-Regional Networking Day
5. Agenda ‣ Today’s Internet ‣ Online Branding & Reputation ‣ Lunch ‣ LinkedIn Secrets
6. Today’s Internet
7. Heirloom Tomatoes ‣ http://www.treeandtwig.ca
8. Some Stats
9. Social Media Report - Q3 2011 ‣ Social networks & blogs dominate Americans’ time online ‣ 1/4 of total time on Internet
10. Social Media Report - Q3 2011 ‣ 4 in 5 active Internet users visit social networks & blogs ‣ More time is spent on Facebook than any other U.S. website
11. Social Media Report - Q3 2011 ‣ 40% of social media users access with a phone ‣ People over the age of 55 are driving mobile social media growth
12. Social Media Report - Q3 2011 ‣ Females18-34 are most active on social networks ‣ Men only more active on LinkedIn
13. Social Media Report - Q3 2011 ‣ Social networkers are on average more influential offline ‣ They are “tastemakers”
14. Social Media Report - Q3 2011 ‣ 47% heavy spenders on clothing, shoes ‣ 75% heavily spend on music
15. Social Media Report - Q3 2011 ‣ 26% voice political opinions ‣ 45% go on a date ‣ 60% review products & services
16. Today’s Internet The Reputation Economy What’s changed? What’s expected?
17. Conversations happen with or without you Public conversations about your services could impact your reputation
18. You don’t control the message Information exchange is now a conversation, not a broadcast
20. Pers on Pers on Me Search Share Share Expose
22. Small town rules are now global With social media a single bad word from a tastemaker can hurt, just like in a tightly-knit offline community
23. The "Mom and Pop" businesses in our neighborhoods have always followed sound and pragmatic business practices, rooted in developing, maintaining and strengthening relationships with customers... They listened to their customers and used their suggestions to improve the business. They provided great service and found ways to thank their clientele. Social media is really nothing more than the simple application of these business practices in a digital form. Manish Mehta - Dell Small Town Rules = Social Media
24. The web “closes the deal” Even if your products or services are not sold online, the expectation is that information on them will be there.
25. The web is now “real time” The ability to rapidly respond to questions or complaints has become a competitive advantage
26. The cost of entry has dropped “Software as a service” or web-based subscription services have opened up new, cost effective options.
27. Mobile access is expected Phones are now powerful enough to view the full web. Customers can and will access online info everywhere.
28. Information sharing is an expectation People now act as “curators” and share quality information among their circles, you should help them do it
29. Free is essential What are you giving away? People expect value in exchange for their attention, not teasers or lures.
30. Real world location is relevant Phones are now GPS equipped. Google, Facebook & FourSquare are tying the local and online worlds
31. People trust their friends ‣ 78% of customers trust peer recommendations ‣ Only 14% trust advertisements.
33. Why has the Internet changed? Social Media.
34. What is Social Media?
35. It’s about customer relations It’s about listening and interacting in communities where you don’t set the rules.
36. The Social Playing Field You’re just a user like any other, so act like one. As an organization you don’t get any special privileges.
37. Social Media is a Rapport Building Tool
38. How do you build rapport on Social Media? 2 RESPONSIBILITIES 2 EXCUSES
39. Listen The only reward of virtue is virtue; the only way to have a friend is to be one. -Ralph Waldo Emerson RESPONSIBILITY #1
40. Engage ‣ Create content to share.Create text, video, pictures that teach, entertain or inform ‣ Start discussions ‣ Ask & answer questions RESPONSIBILITY #2
41. But we’re boring! Passion is the currency of reputation economy. Choose the social media network where your clients live and where your personality can shine. EXCUSE #1
42. But we’re busy! Sweat Equity: With all tools free the winners will be the ones who work hardest at establishing relationships. EXCUSE #2
44. ‣ Share photos and status updates with “friends”, probably ones you’ve met offline ‣ #1 destination online ‣ 750 million users. 50% use daily ‣ Easy tools for businesses
46. ‣ 140 character status updates broadcast publicly ‣ People choose to “follow” other users they find interesting ‣ Updates are real time. “1 hour ago? Who cares.” ‣ Tastemakers and influences
48. ‣ Your online resume and references ‣ Less public. Users expected to leverage existing business connections ‣ Your professional profile. No games. No pictures. No screwin’ around.
50. ‣ Share short videos ‣ Medium allows for unprofessional videography to shine ‣ Builds personality in a way that text cannot ‣ Second largest search engine to Google
52. ‣ Easy mixed-media blogging ‣ Quickly share pictures, videos, text, quotes, and music ‣ Users encouraged to re-share items they like ‣ Growing rapidly. Very popular among teenage girls
54. ‣ Google’s attempt to build a better mousetrap Facebook ‣ Attempts to solve the Facebook privacy problem that “friend” is too broad ‣ Went public on TUESDAY. ‣ Disruptive.
55. 13 Rules for Social Media & Today’s Internet
56. 1. Don’t treat social as an advertising channel ‣ Social is conversational by nature. People avoid accounts that broadcast one-way only
57. 2. Don’t treat all networks equally ‣ LinkedIn, Facebook and Twitter all have news feeds, but you should tailor what you share to the audience.
58. 3. Set goals ‣ If social seems like a chore then start off with some benchmarks for where and when you’ll check it. ‣ Use a monitoring service to provide you with metrics
59. 4. Hustle and spend the time ‣ Building rapport takes effort. ‣ Building relationships take effort. ‣ All things being free...
60. 5. Don’t burn out. Hustle doesn’t scale ‣ Being an awesome person online, providing killer personal interaction and content to each person doesn’t scale. ‣ I don’t have an answer here.
61. 6. Have some tact ‣ Watch for a few days and see how people talk, what slang they use, what they don’t talk about ‣ Think “participant observation” like a cultural anthropologist
62. 7. Don’t Break the Implicit Contract ‣ You must provide people with something of value in exchange for the imposition. ‣ Don’t act like a telemarketer.
63. 8. Don’t Be Opportunistic ‣ “friending” has to have context. ‣ @ottawabotox followed @jmrlogics ‣ Your follower-to-following ratio should look human.
64. 9. Don’t cede control of your brand identity ‣ Left to a blank canvas your reputation / brand is defined by whatever’s available to fill the void ‣ Give people an outlet for reaching you.
65. 10. Don’t ignore offline connections ‣ Your strongest evangelists and the easiest people to engage you’ve already met. ‣ Your offices, emails, promo materials should direct these people online
66. 10.5. BUT think first ‣ Explain WHY someone should engage with you online. ‣ Just slapping a logo on your printed material is not enough when everyone’s doing it.
67. 11. “Set and Forget” is dangerous ‣ Automated updates have no soul, are not conversational ‣ Vast difference between “I tweet” and “I own a Twitter account”
68. 12. ROI isn’t going to be clear ‣ Create ways of measuring success, but don’t expect ROI to be clear ‣ Do you measure the ROI of talking to people in person? On the phone?
69. 13. Be flexible ‣ Facebook is a business. The rules change, the network changes, the website changes as time goes on (often suddenly) ‣ > 750,000,00 people since 2004