Social net-work 4 your business

Social Net-Work
Social Net-work
4
4
Your Business
Your Business

Imprenditori si diventa!
www.imprenditorisidiventa.org
May 7, 2011 – Bari
Paolo Massa
www.gnuband.org

to Wordle.net
Thanks 2 Wordle.net

<me>
Blogging since August 2003, then Twittering, …, SocialNetworking, … (phauly)
http://gnuband.org

Work at Research Institute in Trento (Bruno Kessler Foundation)
Lead SoNet (Social Networking) group since 2008
http://sonet.fbk.eu

Maurizio
Paolo

Michela
YOU!
(we're
looking
for
YOU!)

Federico
Asta

@SoNet: Research on social side of Wikipedia.

Network of “talks” on Venetian Wikipedia (Hypertext2011 conference)

Got a PhD in ICT working on “Trust Networks in Recommender Systems” (2006)

“Who is an intrepreneur? … Typically with education level less than Ph.D” ;)

@Sonet: Enterprise2.0- Taolin – http://taolin.fbk.eu

Opensource code, Networks, Social capital, Adoption/incentives, Papers, ...

@Sonet: Social Networking platforms - TrentiniNelMondo –
http://next.trentininelmondo.it

Adoption/incentives

Point Of View (POV)
 IT researcher and participant in social networking,
not entrepreneur
 June 9-10 2011 - Milano -
http://www.enterprise2forum.it - 400 Euro
 June 2011 - Milano (giugno 2011) Master “StartUp
School" http://www.startupschool.it - 3500 Euro
 Youtube, Foursquare, Blip.tv cofounders and more
 Kublai Award 2011 per creatività e innovazione sociale
http://www.progettokublai.net/kublai-award-2011-il-premio-per-la-creativita-e-linnovazione-sociale/

deadline 25 july 2011 – 5000 Euro

Exercise 1
Why do you think I got here to speak to you?

</me>

Participate actively!
 Feedback is very welcomed!
 Do you agree and have evidence → interrupt, share it!
 Do you disagree → interrupt, share it!

Participate actively!
 Feedback is very welcomed!

 Exercise2: share your insights via Twitter

Tag: #isdsn (@phauly to talk to phauly, RTphauly to retweet)

 Your twits shown in real-time in the other screen via VisibleTweets.com
 Why?
 Why not? ;)
 Radical Transparency
 Everything in public – conversations joinable - realtime

Slides in English?!?
The communication language I chose (since 2003: blog,
facebook, twitter, ...)
 Broader audience and the chosen audience
And you? How do you have your business
communicate in Social Networking Sites?

Who we are?
Do you:
 Blog
 Know what RSS is
 Use facebook (#hours per day)
 Use twitter
 Use linkedin
 Edited Wikipedia or other wiki
 Buy online
 Sell online

Who we are together?
Do your group:
 Have a logo?
 Have a web presence? Where? How?

What is Social Networking (SN)?
 Web
 Profile (personal) = Node
 Relationship/Communication (social) = Edge
 Public, Semi-public (traverse the network)

Maurizi
Paolo o

Michela
YOU!
(we're
looking
for
YOU!)
Federico
Asta

boyd, d. m., & Ellison, N. B. (2007). Social network sites: Definition, history, and scholarship. Journal of Computer-Mediated Communication

Social Networking in Plain
English video
by CommonCraft

IDS! video

Which parts “refer” to (social) networking?

ISD! People = nodes...

A network!

Ratatouille video

The critic Ego's review → Everything is possible … even a rat as chef in the best
restaurant!

Pursuit of Happyness

If you want somethin', go get it. Period.

Exercise 3: self-assessment Inter
chi h
Com
chi h
Com
in co

We are entrepreneurs. Our “product” is ISD! Itself (we want to “sell” it in order uso d
siam

to “extend” it next year) cosa
Face
in co

Q1: how are we going in terms of “internal social networking” (for coordination)?
Contacts (networking) with at least a member of your group?
C'e' un
http://w
 How? Email/Facebook/MIT ISD! origo/imprenditorisidiventa.org Primo
More
forum/other Fare la
E part

Il grup
Contacts (networking) with at least a member NOT of your group? Cosa p
Traspa

How? Email/Facebook/MIT ISD! origo/imprenditorisidiventa.org
C'e' q


forum/other C'e' an
in cui

What was positive? In what we could improve? Pochi
Social

Linked

Partire
Quali

Exercise 3: self-assessment Inter
chi h
Com
chi h
Com
in co

We are entrepreneurs. Our “product” is ISD! Itself (we want to “sell” it in order uso d
siam

to “extend” it next year) cosa
Face
in co

Q2: how are we going in terms of “external social networking” (for visibility)?
Do we know how others see us? Shall we?
C'e' un
http://w
Facebook page, Linkedin group, public Web site. Primo
More
Fare la

Participation? Gatekeepers? E part

Il grup
Cosa p
What was positive? In what we could improve? Traspa

C'e' q

C'e' an
in cui

Pochi
Social

Linked

Partire
Quali

Outline
1. Networking: history, context, math
2. (social) networking (with examples)
 2.1 Why should I care (as entrepreneur)?
 2.2 How strategically?
 2.3 How technologically?
 2.4 Why should I NOT care (as entrepreneur)?
3. Hands on session: we do it!
4. Round table and discussion

● 2.1 Why should I care (as entrepreneur)?
● 2.2 How strategically?
● 2.3 How technologically?
● 2.4 Why should I NOT care (as entrepreneur)?

Human = social animal

Social grooming … bonding …

http://en.wikipedia.org/wiki/File:Grooming_monkeys_PLW_edit.jpg
Fried&Service (http://en.wikipedia.org/wiki/Society)
 Hunter-gatherer bands (categorization on duties and responsibilities.)
 Tribal societies (some limited instances of social rank and prestige.)
 Stratified structures (led by chieftains)
 Civilizations (complex social hierarchies and organized governments)
Etymology of “Society” - from socius (“associated, allied; partner, companion, ally”).

“In the long history of humankind (and animal kind,
too) those who learned to collaborate and improvise
most effectively have prevailed”
Darwin

Social capital
Putnam 1995 “Bowling alone: America's Declining Social Capital:
~500,000 interviews in US (1975-2000) -->
decline of social capital over time
(belong to fewer orgs (-58%),
know their neighbors less (-35%), ...)

Individual social capital VS
Group social capital

Strength of weak ties
Granovetter. 1973. The American Journal of Sociology.
Most jobs were found through "weak" acquaintances.
Value in social relationships

http://en.wikipedia.org/wiki/File:Tie-network.jpg

6 degrees of separation
Milgram 1967 - 296 letters to reach target
Average path length ~ 6 (just 64 successes!)
Folklore but the message is
“It's a small world”

Connected: How Kevin Bacon cured cancer
Movie: 6 degrees of separation
(Showing a movie with Will Smith again??? No, don't worry ;)

First studies = small samples
Jacob Moreno introduced sociogram (1930 – Who shall survive?)
Relationship via interviews.
Who do you
 like,
 eat Pizza with
 See after work
 (any relationship)?

The study of networks has depended on a visual thinking since the
beginning

Social Network Analysis

"If we ever get to the point of charting a whole city or a whole nation,
we would have … a picture of a vast solar system of intangible
structures, powerfully influencing conduct, as gravitation does in space.
Such an invisible structure underlies society and has its
influence in determining the conduct of society as a whole."
J.L. Moreno, New York Times, April 13, 1933

Network theory
All networks (train,
biology, cables, …) =
same property = small
world, power law
No Random Networks
(average number of
contacts)
BUT Small world network
(skewed distribution)

Internet: decentralized by design
“On Distributed Communication
Networks,” Paul Baran. 1964.
A network without central
authority or single outage
point
Able to resist to attacks (to
single nodes)

Internet is NOT = Web

The power of networks
Network effect: wanna buy the first fax?

Exponential spreading (6 degrees and get everyone!)
 St. Paul → Christianity
 Viruses (computer and human) and ideas
 Sex networks → AIDS (who do you
vaccine?)

St. Paul as a spreader for
Christianity
(from Linkedin by Barabasi)

Many credit the triumph of Christianity to the message offered by the historical figure we know today as Jesus of
Nazareth. Today, marketing experts would describe his message as “sticky”—it resonated and was passed down by
generations while other religious movements fizzled and died. But credit for the success of Christianity in fact goes to
an or- thodox and pious Jew who never met Jesus. While his Hebrew name was Saul, he is better known to us by his
Roman name, Paul. Paul’s life mission was to curb Christianity. He traveled from community to community
persecuting Christians because they put Jesus, condemned by the authorities as a blasphemer, on the same level as
God. He used scourging, ban, and excommunication to uphold the traditions and to force the deviants to adhere to
Jewish law. Nevertheless, according to historical accounts, this fierce persecutor of Christians underwent a sudden
conversion in the year 34 and became the fiercest supporter of the new faith, making it possible for a small Jewish
sect to become the dominant religion in the Western world for the next 2,000 years. How did Paul’s efforts succeed?
He understood that for Christianity to spread beyond Judaism, the high barriers to becoming a Christian had to be
abolished. Circumcision and the strict food laws had to be re- laxed. He took his message to the original disciples of
Jesus in Jerusalem and received the mandate to continue evangelization without demanding circumcision. But Paul
understood that this was not enough: The message had to spread. So he used his firsthand knowledge
of the social network of the first century’s civilized world from Rome to Jerusalem to reach and
con- vert as many people as he could. He walked nearly 10,000 miles in the next twelve years of his life. He
did not wander randomly, however; he reached out to the biggest communities of his era , to the
people and places in which the faith could germinate and spread most effectively. He was the first and by far the
most effective salesperson of Christian- ity, using theology and social networks equally effectively. So should he, or
Jesus, or the message be credited for Christianity’s success? Could it happen again?

Network structure and role
Connectors – span different worlds (central in network)
 6 degrees: 3 friends of target provided the final link for half of the
letters that arrived successfully → certain types of people are key
to the dissemination of information.
 Duncan Watts repeated Milgram study with emailL only 5% of emails passed
through one hub.

Mavens - information specialists - start word-of-mouth
epidemics (good for marketing)

The grand theory of networking
Obesity, happiness, smoking, loneliness, … vaseline spread across networks.
http://www.gnuband.org/2010/01/13/networks_of_loneliness/

Networks
as
a
lens
to
understand
Society

My granma network (born 1911!)

Www.Rosangelamassa.com

150 nodes from her small village
(but now she got a website for her … in English ...)

Enter the Web
Now networking can happen across space and time.
 My granma has been networking (with 150 people)
 Now possible with billions of people
 And leaves an electronic trail on Social Networking
Sites (so we can study it … and become aware of it
… Social Network Analysis)

Direct contact possible but ...
From 150 to 6.000.000.000?
In theory yes,
Illusion of 1-degree of separation
BUT in reality Dunbar number = 150 = theoretical
cognitive limit to the number of people with whom
one can maintain stable social relationships.
150?!? Maybe. Surely not possible to keep a relationship
with 6.000.000.000!!!

Mimic previous dynamics
(but more nodes and public networks and
realtime)

Trust networks
The oldest club in Europe, an exclusive French society
of dove breeders, used social networking tools since
the late 17th century to connect its members via a
handwritten newsletter, circulating from member to
member, and being amended along the way.
http://www.trustlet.org/wiki/Dovester_(was:_Ancient_Social_Networks

Now Linkedin! (Granovetter exploited)

Trust networks - Rely on other people's opinions

Philosopher John Locke. 1680. “An essay concerning human understanding”.
Probability then, being to supply the defect of our knowledge and to guide us
where that fails, is always conversant about propositions whereof we have no
certainty, but only some inducements to receive them for true. The grounds of
it are, in short, these two following: First, The conformity of anything with our
own knowledge, observation, and experience. Secondly, The testimony of
others, vouching their observation and experience. In the testimony of others
is to be considered: 1. The number. 2. The integrity. 3. The skill of the
witnesses. 4. The design of the author, where it is a testimony out of a book
cited. 5. The consistency of the parts, and circumstances of the relation. 6.
Contrary testimonies. (1680, p. 886)

Now eBay Everything is public and accessible in real-time

Still we rely on social networks
Keep in contact and meet Friends (Facebook)
Friends+ ↔ Social capital+

Ellison, N. B., Steinfield, C., & Lampe, C. (2007). The benefits of Facebook
"friends:" Social capital and college students' use of online social network sites.
Journal of Computer-Mediated Communication
http://jcmc.indiana.edu/vol12/issue4/ellison.html

Diff networks web/preweb
(almost) everything is public and accessible in real-time
Everyone connected to Internet can participate
Asynchronous
Relationships are “explicit” and traversable

Wired to be social
2010 - Social Networking Affects Brains Like Falling in Love -
Paul Zak.
Blood1 – 10 minutes twitting - blood2 → oxytocin in
blood2>blood1 (+13.2%) - (just on 1 person!)
"Your brain interpreted tweeting as if you were directly
interacting with people you cared about or had empathy for,"
Zak says. "E-connection is processed in the brain like an in-
person connection."
SN~real friends?
http://www.fastcompany.com/magazine/147/doctor-love.html

http://qualitypoint.blogspot.com/2010/05/list-of-social-networking-sites.html

Social networking
As an example of Web2.0

Web2.0

Tim O’Reilly (2005) observed :
“Those companies who survived the dotcom burst
knew how to build an environment in which users
could participate, although the nature of that
participation isn’t always clear”

3 examples: Amazon (reviews), Ebay (ratings), Google (links).

What Is Web 2.0 - Design Patterns and Business Models for the Next Generation of Software - by Tim O'Reilly 2005
http://www.oreillynet.com/pub/a/oreilly/tim/news/2005/09/30/what-is-web-20.html

2006 TIME's Person of the Year

Person of the year: you

Prosumer
 Both producer (active) and consumer (passive)!
 Participatory culture
 Numa numa remixes on Youtube
 See minute 2 of http://mediatedcultures.net/ksudigg/?p=179

Internet 4 business? Only since
1991!

The NSF allowed commercial use of the Internet for the
first time in 1991, and in 1995, it decommissioned the
backbone, leaving the Internet a self-supporting
industry.
http://www.computerhistory.org/timeline/?year=1985

It's a new world
Society / economy is changing
Collaboration
Openness (Goldmine, NASA)
Peer production

Wikipedia

Crowdsourcing
Innocentive, Wikipedia,
Open source (Linux),NASA

“Make it and they will come”
Not quitely ;) but still useful!
 Trentowiki.it
 Trustlet.org
 Gnuband.org
 Next.trentininelmondo.it
 Taolin.fbk.eu

Wealth of networks
"Sharing Nicely": On shareable goods
and the emergence of sharing as a
modality of economic production
Yochai Benkler. Yale Law Journal, 2004
(Market, State, … now Sharing!)
Monetary incentives drives out non-
monetary ones (oxytocin, reputation,
commons → Wikipedia, Linux)
Blood market (USA, UK)
Distributed computing
Carpooling

This new world
Demands
You share your secrets,
Radical transparency

Social network movie

What are we NOW (not) willing to share?

Why shall I care as
entrepreneur

Cluetrain Manifesto
(2000)
95 theses

http://www.cluetrain.com
In Italian
http://www.mestierediscrivere.com/testi/Tesi.htm

The Cluetrain Manifesto
We are not seats or eyeballs or end users or consumers.
We are human beings – and our reach exceeds your grasp.
Deal with it.

Online Markets... ...People of Earth

Networked markets are beginning The sky is open to the stars.
to self-organize faster than the Clouds roll over us night and day.
companies that have traditionally Oceans rise and fall. Whatever you
served them. Thanks to the web, may have heard, this is our world,
markets are becoming better our place to be. Whatever you've
informed, smarter, and more been told, our flags fly free. Our
demanding of qualities missing heart goes on forever. People of
from most business organizations. Earth, remember.

The cluetrain manifesto

1. Markets are conversations.


2. Markets consist of human
beings, not demographic sectors.


3. Conversations among human
beings sound human. They are
conducted in a human voice.


6. The Internet is enabling
conversations among human
beings that were simply not
possible in the era of mass
media.


7. Hyperlinks subvert hierarchy.


10. As a result, markets are
getting smarter, more informed,
more organized. Participation in
a networked market changes
people fundamentally.


11. People in networked markets
have figured out that they get
far better information and
support from one another than
from vendors. (...)


12. There are no secrets. The
networked market knows more
than companies do about their
own products. And whether the
news is good or bad, they tell
everyone.


20. Companies need to realize
their markets are often laughing.
At them.


95. We are waking up and linking
to each other. We are watching.
But we are not waiting.


Summary:

People talk about your products.

Join the conversation!

As a human!

Inbound / outbound marketing

From http://www.socialenterprise.it/index.php/2011/04/06/lead-generation-tra-push-e-pull/

Social CRM
 Hubspot and others help you with Social CRM
(Customer Relationship Management)

Fattore internet
Valutazione dell’impatto
che Internet produce
sull’economia italiana

Aprile 2011!
Boston Consulting Group
(for Google)

Fattore internet
Analizzando il comportamento dei 28 milioni di
navigatori italiani durante l’arco della giornata, si
registra un numero di utenti attivi compreso tra 5 e 7
milioni nelle fasce orarie tra le 9 e le 24. A
testimonianza che il Web viene utilizzato sia nel tempo
libero che sul posto di lavoro.
In media gli italiani trascorrono online 1 ora e 35 minuti
al giorno. Il 21% di questo tempo è dedicato alle
community.

Fattore internet
PMI online-attive = effettuano attivita' di marketing o vendita in rete

PMI online = hanno sito Web

PMI offline = non hanno sito Web

Fattore internet

Quali settori migliori performance? Alimentare, moda, turismo

Fattore internet
Benefici del marketing o vendita in rete

Fattore internet
Azioni vincenti
 pubblicità sui motori di ricerca e SEO (66% e 63%)
 pubblicità via mail (54%)
 pagine aziendali su social network (51%)
 ordini e pagamenti (47% e 37%)

E-commerce in Italia 2011
Aprile 2011!
Casaleggio Associati
249 aziende
vendite on line a clienti finali

E-commerce in Italia 2011

Facebook può essere un veicolo di vendite se usato
correttamente. Molti operatori infatti
lamentano una bassa conversione del traffico
proveniente da Facebook .

Ticketmaster: user posts she bought ticket,
friends spend additional $5.30
Eventbrite: 1 “Share” generates $2.53 in
ticket sales. 1 “Like” generated $1.34 in
sales

http://socialcommercetoday.com/list-of-f-commerce-success-stories/

10% of people who look at an event page
after purchasing a ticket share that
event

A post-purchase share on Facebook drives
20% more ticket sales per share than a pre-
purchase share

Hint: if you are able to get a customer to buy
from you, THIS is the moment to give
her/him the incentive to speak about it to
her/his friends, i.e. to share it.

Post-purchase shares are easier to get
and more profitable.

Social media ROI
Measure the Return On Investment???

How SN strategically?
1) Listen

2) Participate

3) Engage

Markets are conversations.
Messages are opportunities.

Google “Mosaico Arredamenti blogger”

 A blogger wrote about bad service
from “Mosaico Arredamenti”
 Mosaico Arredamenti sues the
blogger for 400.000 Euros!!!
 Blogosphere resonates → image
destroyed

Criticisms are ok, are an interaction, an opportunity.
 Don't sue. But engage in a conversation!
Understand and improve! And send presents!

Power of networks (spread both positive and negative):
1 (publicly) discontented blogger → spread → many
discontented → reputation goes down
You fix the problem → 1 happpy blogger → spread.

Listen!!!

Monitor and Reply (comment,
retweet, ...)

Google analytics (from where?)

Google alerts (get a search for
“your product name” in inbox)

Search.twitter.com and check
facebook pages and groups!

Participate
 Be present. How?
 As a human!
 With you face (no corporate logo!), name … and
emotions (be personal! Your voice! Be
transparent!)

Identity (put your face!)

Relationships and involvement

Lago.it

Sell Furniture!

Blog, twitter (from makers too?),
facebook, flickr, youtube, ...

Appartamento.lago.it (open
doors! And fun!)

Exercise X - Listen
(ISD! Nostro prodotto)
Supponiamo che uno arrivi su facebook e linkedin e dica
“siete solo dei raccomandati”.
Si risponde?
Chi risponde?
Come?

Coca Cola social media principles
The Company encourages all of its associates to explore and
engage in social media communities at a level at which they
feel comfortable.
Have fun, but be smart .
The best advice is to approach online worlds in the same way
we do the physical one -- by using sound judgment and
common sense, by adhering to the Company's values, and by
following the Code of Business Conduct and all other
applicable policies.
http://opensource.com/business/10/12/five-ways-companies-are-handling-social-media

http://www.thecoca-colacompany.com/socialmedia/

Twitter Zappos
Zappos: 497 employees Twittering
Aggregated!
http://twitter.zappos.com/

Employees on SNSs? Does it pay?
5,519 information workers - U.S. and Europe: "How likely are you to
recommend your company's products or services to a friend or family
member?”

promoter=9 or 10, neutral=7 or 8, detractor=0 to 6
27% are promoters, 49% are detractors (average) ;(
48% are promoters, 22% are detractors (among workers
who use social media) ;)
http://adage.com/article/digitalnext/employees-promote-company/147238/

Sun – blogs
Jonathan Schwartz, the CEO of Sun Microsystems, has led by
example, integrating blogging into his leadership life. He
spelled out this vision in a 2005 opinion piece in the Harvard
Business Review titled "If You Want to Lead, Blog." He
wrote: "For executives, having a blog is not going to be a
matter of choice, any more than using e-mail is today. If you're
not part of the conversation, others will speak on your behalf--
and I'm not talking about your employees."
Schwartz encourages his employees to blog as well. Some 3,000
of them (10% of the company's payroll) do.
http://www.forbes.com/2009/03/11/social-networking-executives-leadership-managing-facebook.html

Sun – wikis
http://wikis.sun.com = 1020 wikis!
This is where contributors inside and outside of Sun
Microsystems can share information with each other,
and with the world.
Radical transparency and openness (Crowdsourcing,
collaboration, … will hire people already “in”!)

SardiniaFarm.com
Do Androids adopt electric sheep on Facebook? ;)
http://www.facebook.com/group.php?gid=378443642473&v=wall

Eat your own dog food
Love what you do!
L’idea è un chiodo fisso
Vi interessa tanto, tanto, tantissimo
Sei in grado di spiegarla a qualcuno
Farlo ti sembra divertente
Vedi te stesso farlo per i prossimi
5+ anni
Sei in grado di eccitare le persone se Source: http://en.wikipedia.org/wiki/Eating_your_own_dog_food

parli della tua idea
E’ coerente con gli obiettivi tuoi
personali di vita

Love what you do!
Chris Wanstrath, co-founder of Github

"Like the YouTube effect, this was not something we had planned for or
anticipated. We were just trying to make a site we would use
and love. Turns out, you’re not all that different from other people living
similar lifestyles. If you love something, chances are others will, too."
"I said it before and I’ll say it again: the most important thing I’ve learned is
to love what you do. I’m one of the ten most popular users on GitHub,
not because I’m a founder, but because I’m a heavy user. I’ve had weeks
where I got totally addicted to the site and didn’t get any
work done. At our company, that’s a good thing. "
https://gist.github.com/67060

Tophost.it
Authentic …
Listen
but


Shared on ISD! Facebook group by Giuseppe Scaglione on ISD! Facebook group,
Liked by Alessandra Saponaro, Sabrina Roupaul Gallieri, Diego Guario

Kiva.org: social media from
everywhere
Can a farmer in Indonesia
blog? Yes
Direct peer2peer lending
http://www.kiva.org/lend/78485

Listen, participate … and fix
Film director Kevin Smith was asked to leave a Southwest Airline
flight due to his weight being a safety risk.
Angered and upset, he sent out a tweet to his one million followers
and they all responded suitably enraged.
This could have been a potential PR disaster for southwest, but
here’s how they handled it.
Despite it being a Sunday, they responded to each person who
tweeted, they wrote a blog post apologizing and explaining their
position, and a Southwest VP called Kevin personally also. Lesson
to learn is that whether you can control the conversation or not,
you must show up for it.
http://www.mycustomer.com/topic/social-crm/social-media-and-your-brand-i-talk-therefore-i-am/124200

Employee speaks badly of
company on Web2.0.
Fire him/her? Is it an
opportunity?

http://thenextweb.com/2009/08/09/note-friend-boss-fb-bitch-job/

Fired Over Facebook: 13 Posts That Got People CANNED
http://www.huffingtonpost.com/2010/07/26/fired-over-facebook-posts_n_659170.html

The same with Twitter, Youtube (Domino Pizza), …

Need to handle these cases ASAP!!! With cleverness!

Zappos laying off 8% employees
CEO Tony Hsieh blogs: Today has been a tough, emotional day for everyone at
Zappos. We made the hard choice of laying off about 8% of our employees.
Employees twits still
aggregated at
http://twitter.zappos.com/
Transparency++!

http://www.businessinsider.com/2008/11/layoffs-at-zappos-according-to-employee-tweets

Engage
Be bold! (you can rethink later...)

“buy my product with 10% discount if you
blog about it”

“if you follow me on facebook, print
this, pass in the shop and get a
present”

“if you twitter about X, ...”

GO VIRAL!

MART - Museum
Mart Facebook day.
Ingresso gratuito per
tutte le prime 1000
persone che si sono
segnate come "amici" del
Mart su facebook.

Go viral!
Better to reach 1000000 with tv ad
or 1 blogger?

... 1 blogger has at least 15
readers which have 15 readers ...

Happiness, Smoking, Obesity, even
Vaseline spread on social networks

http://www.gnuband.org/2008/12/05/li

Dump 10 Facebook friends and get a free sandwich!
http://www.gnuband.org/2009/06/09/dump_10_facebook_friends_and_get_a_free_sandwich/

Future after SN?
Gaming!
But this is another talk … ;)

Will it blend?
Blendtec's YouTube video campaign "Will It Blend?" (Viral!)
Blendtec's CEO, Tom Dickson, blend objects.
The company's blender sales have quintupled (5x!)

IKEA tag marketing video
facebook tag furniture and get it

Dell Earned $3 Million From
Twitter
NyTimes June 12, 2009
Since 2007, Dell Outlet posting coupons on Twitter.
In the last six months, Dell Outlet earned $1 million in
sales from customers who came to the site from
Twitter,
after taking 18 months to earn its first $1 million.
Dell has also earned another $1 million from people who
click from Twitter to Dell Outlet to Dell.com

LuisaViaRoma Twitter channel
628 Following – 11,150 Followers
(da “Fattore Internet”)

12. Tools How-to
Social Networks + Websites:
Watch updates. Gather Intelligence. Create Conversation. Buy + Sell.
Foster communities. Create word-of-mouth referrals. Start up businesses.
Rally resources. Hire. (Fire!). Buy micro-focused ads.
Upload it on YouTube. On Flickr. Link back to it.
Blogs + RSS :
Place messages in contextually relevant blogs. Start own blogs. Create
interactive user spaces. Syndicate messages.
Physical/ Virtual Space:
Behold their on-body/ personal media: Behold them.
Create tactile touch-points. Get them to do physical action.
Etiquette:
Don’t overwhelm. Don’t impose upon who doesn’t want you.
Stick with those who love you. They are plenty.
Look for lovers. If you can’t find any, you basically suck.

Which places should I inhabit?
It depends on targets. Value(network)=f(#nodes)
Facebook, Twitter, Youtube, Flickr, Blog (RSS)
Everything link back to main identity (web site?)
More opportunities to be found (dynamic content is
better indexed by Google)
BUT more channels to monitor and to be kept alive

http://www.cmo.com/social-media/2011-cmos-guide-social-landscape

Spread
Syndicate: Write one, publish many: see paolomassa.it
(MSTN) → from twitter → from blog → to facebook,
identi.ca, friendfeed
For example, TweetFeed.com
“email is where knowledge goes to die” → electronic
document POST it! (better, cross-post it!)

Homepage as mashup!
 Your homepage simply aggregates Facebook,
Twitter, photos from Flickr, videos from Youtube,
comments, ...
 Cheap!!!
 Always up to date, lively!
 Facebook is 2011, NextBigThing is 2012, be mashup-
ready!

Or go fully hosted
Your content stays on a Web service, for example,
Hubspot.com
 Create, optimize & promote your remarkable content
 Search Engine Optimization (SEO)
 Integrates CRM
 Capture, manage leads to win more customers
 Analytics
 What works? Where to invest?
Possibly more costly, less freedom in customization but no
problem in management/technology (if you choose well!)

Don't forget email!!!
 Push (email) versus Pull (all the others ;)
 Newsletter, mailing list, ...

Why should I NOT care (as entrepreneur)?

Aborigeno Video - Guzzanti

Networking for the sake of networking?!?

Social network fatigue:
Costs time (which is money, right?)
How do I know that “spending 1 hour per day on
second life and buying an island on second life” is
NOT the correct thing to do? Well, try to compute
ROI but basically you don't!

Social network fatigue
Dunbar's number is a theoretical cognitive limit to the number of people with
whom one can maintain stable social relationships.
It's 150
http://en.wikipedia.org/wiki/Dunbar%27s_number

10. Letting Fear Go
Q: 10,000,000s of messages. 1,000,000s of people. 1000s of
channels. 10s of social networks.
How can I (1) live in this Mad Multiverse of Media!?

A: Feeling overwhelmed?
Enjoy surfing. If you don't, stop!

Lose control?
Nestlé created a set of online fan pages but then threatened to delete negative
comments that altered the company's logo, fanning a conflagration of
negativity.
Southwest Airlines, famous for being direct and honest with its customers, got
nailed when Clerks director Kevin Smith tweeted about the captain who tossed
him off his flight, claiming that Smith, due to his size, was a safety risk.
Two Domino's Pizza employees from North Carolina posted a video on YouTube
where one of them stuck a sliver of grated cheese up his nose and put it on a
sandwich. It took Domino's 48 hours to react, and by then the damage was
done.

Is it the channel for you?
Mosaico Arredamenti
Tophost

Worst then absence?

Mantellini blog http://www.mantellini.it/?p=13018

Image is not restored because you
involve lawyers! But because people
understand you are able to LISTEN

Misperceptions of customers

http://www.socialenterprise.it/index.php/2011/04/03/il-non-social-crm/

Are peers
the VIPs?
Trust in "a person like myself"
68% in 2006 BUT 43% in 2011!!!
“As more of us join social networks,
there's been a devaluation in the
entire concept of "friendship."
A separate survey found that people
don't know 20 percent of their
Facebook friends.
Consider that "unfriend" was
Oxford's word of the year for 2009.
http://www.steverubel.com/a-devaluation-of-friendship-may-be-driving-tr

 Who? Personal, brand, both? Which language?
 Why people should follow us on Twitter/Facebook?
 Explore Italian twitter/facebook profile for insights
 Same strategy on both channels?
 Engage: Coupons (Dell)? SpecialOffers (Volagratis)? Info
(MTSN)? Support (BestBuy, Tophost, MART)?
BehindTheScene/personal (share)
 First listen/monitor (twitter search, facebook search)
 Reply to comments - Retweet

● 2.1 Why should I care (as entrepreneur)?
● 2.2 How strategically?
● 2.3 How technologically?
● 2.4 Why should I NOT care (as entrepreneur)?

How I got ?

Social net-work 4 your business

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