Smart Use of Social Networking to Promote Your Writing

Melissa A. Rosati, CPCC917-628-4547

All Souls Writers’ GroupAll Souls Unitarian ChurchNew York City

January 23, 2012

E: melissarosati@me.comW: www.melissascoachingstudio.com

B: www.melissassocialmediastudio.comF: www:facebook.com/melissarosatiL: www.linkedin.com/in/melissarosati

T: www.twitter.com/melissarosati

Welcome!

As Writers, We Bear Witness to this Age of Disruption.

“With Great Power Comes Great Responsibility.”

Social Media Plays a Major Role in Global Communication.

Social Media are the applications we use to communicate online.

Social Networking is our communication behavior online.

DEFINITIONS

What Are Your Challenges?

Stop Pushing!

Start Engaging!

Social Networking is about Good Listening Skills.

Step #1: Embrace the Learning Curve

The Goal is to Create Your Own Map

Overdrive Interactive Social Media MapThe Stuff We Think You Should Care About

Lifecastinghttp://www.justin.tv

http://www.ustream.tv

Social Networkshttp://www.facebook.com

http://www.ning.comhttp://www.myspace.com

http://www.hi5.comhttp://www.friendster.comhttp://www.skyrock.com/

http://www.orkut.comhttp://www.netlog.com

http://www.bebo.comhttp://www.tagged.comhttp://www.imeem.com

http://badoo.comhttp://www.xanga.com

http://www.myyearbook.comhttp://www.classmates.com

Search Engineshttp://www.google.comhttp://www.yahoo.com

http://www.msn.comhttp://www.baidu.com (China)

http://www.aol.comhttp://www.ask.com

http://www.sohu.com (China)http://search.comcast.net

http://my.att.nethttp://www.nextag.com

http://www.business.comhttp://www.dogpile.com

http://www.lycos.comhttp://boardreader.com

B2B Social Networkshttp://www.linkedin.comhttp://www.slideshare.nethttp://www.xing.comhttp://www.plaxo.comhttp://www.ecademy.comhttp://www.ryze.comhttp://my.wallst.nethttp://www.yammer.comhttp://www.networkingforprofessionals.com

Photo Siteshttp://www.flickr.comhttp://photobucket.comhttp://imageshack.ushttp://www.fotolog.comhttp://www.multiply.comhttp://www.webshots.comhttp://www.kodakgallery.comhttp://www.snapfish.comhttp://www.fotki.comhttp://www.smugmug.comhttp://www.zooomr.comhttp://picasa.google.comhttp://www.zoto.com

Social Bookmarkinghttp://digg.comhttp://technorati.comhttp://www.mixx.com http://www.stumbleupon.comhttp://www.kaboodle.comhttp://www.propeller.comhttp://del.icio.ushttp://www.mybloglog.comhttp://www.newsvine.comhttp://www.boingboing.nethttp://www.fark.comhttp://reddit.comhttp://www.slashdot.comhttp://www.bloglines.comhttp://friendfeed.comhttp://www.furl.net/http://www.blinklist.comhttp://www.mister-wong.comhttp://ma.gnolia.comhttp://www.sphinn.comVideo Sites

http://video.google.comhttp://www.youtube.com

http://video.msn.comhttp://vids.myspace.com

http://video.aol.comhttp://www.dailymotion.com/us

http://www.veoh.comhttp://www.metacafe.com

http://www.break.comhttp://www.hulu.com

http://revver.comhttp://www.stickam.com

http://blip.tvhttp://www.viddler.com

Micro Blogging/Textinghttp://www.twitter.com

http://twitpic.com http://www.twitxr.com

http://search.twitter.com http://www.tweetscan.com

http://www.twemes.com http://www.mocospace.com

http://www.tumblr.comhttp://friendfeed.comhttp://www.plurk.com

http://lifestream.fmhttp://jaiku.comhttp://identi.cahttp://jott.com

http://socialthing.comhttp://www.12seconds.tv

http://www.swurl.comhttp://www.utterli.com

http://www.itsmy.com/itsmyhttp://www.brightkite.com

http://ping.fmhttp://www.dodgeball.com

http://www.pinger.comhttp://www.seesmic.com

Tools/Platformshttp://www.livejournal.comhttp://www.ning.comhttp://www.vox.comhttp://buzzm.worldbank.orghttp://www.movabletype.orghttp://www.sharethis.comhttp://lifestream.fmhttp://crowdvine.com/home

Reviews/Travelhttp://cityguide.aol.com/http://www.tripadvisor.comhttp://www.yelp.comhttp://www.citysearch.com/http://www.wayn.com/

Wikishttp://www.wikipedia.orghttp://recipes.wikia.comhttp://uncyclopedia.wikia.comhttp://www.wikihow.comhttp://www.wikimapia.orghttp://www.wetpaint.comhttp://en.wikibooks.orghttp://pbwiki.comhttp://wikitravel.orghttp://lyricwiki.orghttp://gollum.easycp.de/en/http://www.qwika.com/http://en.wikiwix.com/

Groupshttp://groups.yahoo.comhttp://groups.google.comhttp://www.meetup.com

Podcasthttp://www.apple.com/itunes/http://www.live365.comhttp://www.podcast.comhttp://www.podcastalley.com

Blogshttp://technorati.comhttp://blogsearch.google.comhttp://www.wordpress.comhttp://www.wordpress.orghttp://www.blogspot.comhttp://www.blogger.com

Overdrive Interactive is an online marketing services firm that helps companies create genuine and lasting connections with their target audiences and customers using Social Media Marketing, Search Engine Marketing and Online Media. Learn more by visiting us at www.OverdriveInteractive.com or call 617-254-5000.

WebsitesTools

Are we missing one? Submit your website and see the expanded version at overdriveinteractive.com/social-media-map

Socialize With Usoverdriveinteractive.com/facebook

myspace.com/overdriveinteractive

twitter.com/ovrdrv

Melissa’s Approach to the Social Learning Process

Watch

Listen

Read

What’s Important to You?

Step #2:Define Your World

• As a writer, what is your major theme?

• Theme is not plot. This is the biggest mistake writers make in their marketing strategies.

• Favorite writer exercise.

• Identify the conflicts

• Identify the outcomes

Step #3:Define Your Wired World

• What media do you consume on a daily basis?

• When you are online, how are you helpful to other people?

• What’s your comfort level with digital literacy?

• What aspect of the digital world could you not live without?

Common Social Media Applications

BlogsFacebook

LinkedInEmail

Twitter

Step #4:Four Core Actions among All Social Media Applications

Do Nothing

Like

Comment

Share

Step #5:Success Begins with a Social Networking Strategy.

Who is Your Target Reader?

How Does Your Reader Use Language?

Reader comment

on my blog

displayed here as a Wordle.

Where are your readers?

• Start with the media you consume.

• Identify the influencers.

• Know the keywords and trends.

• Set goals and measure them.

Engaging Your Readership is Your Most Important Goal.

Step #6: Choose the Medium that Suits Your Learning Style as Your Home Base

Video/Live Streaming

Radio/Podcasting

Blogging/Forums

Broad Application-centric Approach

Melissa’s Social Studio Blog

Creativity Matters Now Radio

Blog

Melissa’s Coaching Studio

Blog

She WritesBlog

LinkedIn Slideshare Twitter Facebook Twitter Facebook Twitter Facebook

Professional Groups

Expertise Writer’s LifeLeadership Fun

Twitter

Your Content is Dynamic in the Virtual World.

• What is a statement of fact?

• What is a provocative statistic?

• What is an interesting question?

• What question do you want to ask?

• What is a powerful quote?

• What is a milestone date?

• What is an informative resource that readers will find useful?

“I Don’t Want to Be at the Computer All Day!”

Social Is Mobile. My Site on Mobile Phone

Step #7:Managing Time• Start Slow

• Practice listening before you craft your strategy

• Set measurement goals

• Be consistent

• Learn how to source content

• Use an editorial calendar

• Pre-schedule posts/tweets

• Unplug one day each week

Bonus Materials to Help You!

Tip #1--Watch

• YouTube

• Dailymotion

• Metacafe

• Vimeo

• video.yahoo.com

• bing.com/videos

• video.aol.com

When I need to learn how to use a social media application, my first stop is always YouTube. I type the application name into the search box. YouTube generates a list of all the tutorials associated with the application. For example, when you search for LinkedIn, you will find dozens of tutorials, one for each feature of the program. In fact, LinkedIn has its own official channel on YouTube. Once on the channel, click on the playlist to find the user tips.

Do this for any application.

Each application listed on the right is hot linked. You can click on each one to check out the sites best suited for your interests and goals.

Tip #2-- Listen to professional perspectives

• BookExpoCast.com

• Social Media Examiner

• Media Bistro TV

• BeyondtheBookCast

There are hundreds of websites related to social media applications.

Without context, I find it impossible to make sense of anything. That’s why I like to listen to industry professionals talk about why they pick certain applications over others in order to pursue specific opportunities.

On the right, I provide a list of several excellent sites. These examples relate to the publishing industry. To find examples appropriate for your industry, I suggest that you start with the key trade associations. Today, almost all of them have videos of industry thought leaders.

Tip #3--Listen by engaging in conversations

• Technorati

• Alltop

• Blogsearch.google.com

• Searchtwitter.com

• Socialmention.com

• Bing.com/social

Social media applications allow you a level of deep listening that goes beyond what you learn in a controlled focus group. People search for trusted sources, where they can exchange information and comments about what is most important to them. This could be anything from a great travel deal to an inspirational story of personal triumph.

Your challenge is to find your target audience and to start engaging with them by commenting on blogs, sharing media of mutual interest, and asking genuine questions (not sales pitches disguised as questions).

The applications listed here allow you to search by keywords. Two of my favorites are Alltop and Socialmention. Alltop allows you to create your own “magazine” from the most relevant and popular sources. Socialmention provides very helpful analytics to deepen your understanding of key topics.

Tip #4--Read• Launch: How to Quickly Propel Your

Business Beyond the Competition by Michael Stelzner

• The New Rules of Marketing & PR, 3/e by David Meerman Scott

• Guerrilla Social Media Marketing: 100+ Weapons to Grow Your Online Influence, Attract Customers, and Drive Profits by Jay Conrad Levinson and Sharon Gibson

• Problogger: How to Blog Your Way to a Six-Figure Income, 2/e by Darren Rowse and Chris Garrett

• The New Relationship Marketing by Mari Smith

Books galore address “how to” become a social media superstar. It is my experience that the people who really are the superstars are the most humble, generous, and honest about the work and discipline involved in achieving goals.

You need experts who are good filters of information. For me, I start with the Social Media Examiner published by Michael Stelzner. This free online news source is my “living” social media textbook because it covers all of the major applications in short, crisp articles written by the best practioners in their respective fields.

The other titles listed here are my most trusted sources for my own work and when I consult with clients.

If you are new to social media marketing, I suggest you start with Launch by Michael Stelzner and The New Relationship Marketing by Mari Smith. Read together, these books provide an awesome foundation for your business.

Tip #5--Establish a Home Base

•LinkedIn

• Slideshare

• Blog

• Twitter

• Creativity Matters Now! Radio

• Website

• LinkedIn Groups

• Meetup

The point of social media is to make meaningful connections. Your daily commitment is to invest time in both listening and engaging with others.

Many people resist or resent using social media tools because they say it takes time away from their business. Like anything else, if you bring resistance or resentment to your work, the results will be steeped in resistance and resentment.

I find it is helpful to choose one application as the “home base.” Then, I choose a few other applications that complement and amplify my base. For example, my home base is LinkedIn. My objective is to build my business through networking with other professionals.

In my business plan, something every small business owner should have as a guide, I’ve committed to LinkedIn in 2012. When I revise/update my plan at the end of the first quarter (March 31, 2012), I may adjust my strategy. The point is that you need a firm, measurable commitment.

In your case, you might choose to make your blog your home base or Twitter. That’s fine. The key to success is consistency with the tool you choose. Remember, the goal is to listen to others and to create content for them, not you.

Tip #6--Measure Results

• Cotweet

• Hootsuite

• Google Analytics

• Klout

There is nothing more discouraging than the feeling no one connects with your message. Many marketers jump into “my product/service is still not good enough” mode. The reality is that your product or service is probably not the problem.

The problem is managing your expectations.

First, what is the customer behavior you want to drive?

Then, what specifics do you want to measure?

These tools, for example, put you in control.

Summary

• Social Media are the applications we use to communicate online.

• Social Networking is our communication behavior online.

• Like any new skill, there is a learning curve to social media/social networking.

• Social Networking is about good listening skills.

• Choose the medium that suits your learning style.

• Determine how you want to manage your time.

• Unplug one day each week.

Quiz: Winner Gets a Melissa’s Coaching Studio 4G Thumb Drive

• What are the four actions common among all social media applications?

• What is the biggest mistake writers make in their marketing strategies?

• As a writer, what is your most important goal?

• For writers, what is the central message of Spiderman?

• Which actor played Uncle Ben?

About Melissa A. Rosati, CPCCMelissa A. Rosati, CPCC, is a certified professional co-active coach (CPCC). She is the owner and CEO of Melissa’s Coaching Studio and Melissa’s Social Media Studio, LLC.

Melissa’s clients are writers, artists, creative professionals, and social entrepreneurs. With a keen interest in creativity and digital issues, Melissa develops coaching programs to help people enrich their strategies and skills. Her services include executive coaching, team coaching, and staff training for organizations. As appropriate for the needs of an organization or individual client, Melissa formulates social networking/marketing strategies and facilitates hands-on training.

A former publishing executive, Melissa brings a solid background in editorial, marketing, and publicity to her coaching and consulting clients. Her professional experience, with publishers such as McGraw-Hill International (UK), Routledge, and HarperCollins College, is in strategic planning, reorganization, partnerships, content acquisition, online products, contract negotiation, staff training and development, and publishing in international markets.

Melissa co-leads the U.S. - China Publishing Dialogues at Pace University, where she co-facilitates executive training for publishers throughout China. As an adjunct professor of publishing, she teaches in the Master of Science in Publishing program. Her courses include General Interest Books (trade publishing), Book Sales & Distribution Methods, Principles of Marketing, and Principles of Publishing.

She is also a co-founder of Writers, Readers, and Publishers: Present Tense, Future Bold, a thought-leadership group about the role of publishing in our culture and society, which meets monthly at the Princeton Club in NYC.

Melissa earned her coaching certification from the Coaches Training Institute, San Rafael, CA. She is a member of the Creativity Coaching Association and the International Coaching Federation. She also serves her community as an Ambassador for the Leukemia & Lymphoma Society.

Melissa joined All Souls Unitarian Church in June 2004. She is a member of the Caring Team and the All Souls Writers’ Group.