NEW YORK 24.JUNE.2009

Yianni Garcia SOCIAL MEDIA STRATEGIST

www.socialmediaguy.com

ILLUSTRATION: INTERNET MAPS BY CHRIS HARRISON

INTRODUCTION: THE NEW SOCIAL CONSUMER

34 Million Moms Online

A survey by Razorfish and CafeMom found that

Websites, referrals from friends and family, and

information from search engines were the most

common sources online moms used to make a

purchasing decision.

Gays Love The Internet, Not Ads Despite a fondness for being social online, 63% of homosexuals were apathetic toward advertising on social networking sites and a mere 6% had a positive attitude. In addition, 55% of homosexual Internet users reported reading blogs. ~ eMarketer

Word of Mouth Most Powerful

Not surprisingly, a 2007 survey from Bridge Ratings

found that the most trusted source among US

consumers was their own friends, family and

acquaintances. In 2009, a TNS poll indicated that

the number one trusted source across all media was

“recommendations by friends.”

INTRODUCTION: THE NEW SOCIAL CONSUMER

My Mom on Facebook… WTF?

INTRODUCTION: THE NEW SOCIAL CONSUMER

People, not Ads, Build Social Networks

INTRODUCTION: THE NEW SOCIAL CONSUMER

INTRODUCTION: THE NEW SOCIAL CONSUMER

“WE ARE NOT IN THE BUSINESS OF SUPPORTING A MEDIA INDUSTRY, WE ARE IN THE BUSINESS OF CONNECTING WITH CUSTOMERS”

- Trevor Edwards VP Global Brand & Category Management NIKE October 2007

DEVELOPING YOUR PRESENCE: 4 STEP APPROACH

LISTEN ORCHESTRATE ACTIVATE GROW 4

DEVELOPING YOUR PRESENCE: LISTEN

LISTEN TO ME Be passionate about listening as much as you are about speaking. Use listening tools to find where people might be talking about you by inputting search terms your prospective community might use in discussions that are pertinent to your interests. Start a database to note where these conversations are happening, and to record info on who is out there in the space. Check out Alltop and Google Blog Search to find existing blogs on the topic.

Subscribe. Comment. Keep you listening station running all the time.

Work hard at knowing where and who is talking about you, your competitors, those Topics that interest you. This is one of the Most important parts of the platform.

Credit: www.chrisbrogan.com

DEVELOPING YOUR PRESENCE: LISTEN

Building Your Listening Station Get a gmail account and log in to Google Reader. This will become your home base for listening

GO to Google Blogsearch. Type in your query about your company, your competitor and the like

Note the “subscribe links on the bottom left of the page. Right-click the RSS link, and select copy

Go back to Google Reader, click Add Subscription, and select paste

Repeat this for as many variations of searches you want for blogs

Repeat process on Technorati & Twitter Search

Fine tune your searches by seeing what inaccurate results come from your first attempts

Sort through Reader. If you find a relevant mention, note it in your outreach sheet (where, who)

Do something with what youʼre learning. Figure out the business value of the listening youʼre doing, and route it to the right places. Listening isnʼt for marketers. Itʼs for the organization. Itʼs for customer service, for product management, for the senior team, etc. Credit: www.chrisbrogan.com

DEVELOPING YOUR PRESENCE: LISTEN

CHEAT A LITTLE BIT IF YOU WANT

DEVELOPING YOUR PRESENCE: LISTEN

DEVELOPING YOUR PRESENCE: LISTEN

DEVELOPING YOUR PRESENCE: LISTEN

My first NYC apartment had bedbugs. I hated them and I twittered about the issue several times. Not only did my followers help me identify them but a mattress encasement company listened to my complaints and provided me with resources. I purchased $250 worth of mattress encasements.

DEVELOPING YOUR PRESENCE: LISTEN

After seeing an ad for the new Ben & Jerryʼs Flipped up cups I twittered about wanting to make a video of them. Ben & Jerryʼs listened and mailed me coupons to get free samples to make my video

DEVELOPING YOUR PRESENCE: ORCHESTRATE

ORCHESTRATE

DEVELOPING YOUR PRESENCE: ORCHESTRATE

PASSPORT HOMEBASE OUTPOST

Content by www.chrisbrogan.com

DEVELOPING YOUR PRESENCE: ORCHESTRATE

* wordpress.com – a blogging platform * flickr.com – a photo sharing site * gmail.com – for all Google Accounts * yahoo.com – for all Yahoo Accounts (including flickr above) * digg.com – a social news/recommendation site * stumbleupon.com – a social recommendation site * disqus.com – a commenting platform * delicious.com – a social bookmarking platform * blip.tv – a video hosting platform (see also viddler.com and vimeo.com) * twitter.com – a powerful social network (see more in outposts below) * facebook.com – a social network (see more in outposts below) * youtube.com – a video sharing site (see more in outposts below) * openid.org – a universal account (very useful) * brightkite.com – a location-based service) * yelp.com – especially pertinent to small and/or local businesses

Content by www.chrisbrogan.com

DEVELOPING YOUR PRESENCE: ORCHESTRATE

DEVELOPING YOUR PRESENCE: ORCHESTRATE

NO HOMEBASE SHOULD BE AN ISLAND

DEVELOPING YOUR PRESENCE: ACTIVATE

The New York Times article recommends readers type “Cubby Bernstein” into any

search engine, and according to a Google report, readers are

doing just that.

Broadway.tv

ACTIVATE

DEVELOPING YOUR PRESENCE: ACTIVATE

DEVELOPING YOUR PRESENCE: ACTIVATE - RESULTS

DEVELOPING YOUR PRESENCE: GROW

DEVELOPING YOUR PRESENCE: GOW

socialmediaguy.com THANK YOU