The document discusses how social media can be used during an economic recession to promote businesses and organizations. It provides examples of how hospitals, non-profits, and other groups have used Twitter and other social media tools successfully. Key points made include that social media requires participation, conversation, and community building rather than one-way marketing messages. It also notes that social media should have the same strategic planning as traditional marketing in terms of defining brands, objectives, and audiences.

1. The Recession & Social Media:
Turning Lemons into
Lemonade
Linda Ziskind / Z2 Consulting

2. But first,
a little background
Linda Ziskind / Z2 Consulting

3. “A powerful global conversation has begun. Through the
Internet, people are discovering and inventing new ways to
share relevant knowledge with blinding speed. As a direct
result, markets are getting smarter—and getting smarter
faster than most companies.”
The Cluetrain Manifesto
By Rick Levine, Christopher Locke,
Doc Searls and David Weinberger
Published 1999
Linda Ziskind / Z2 Consulting

4. The Cluetrain Manifesto: 95 Theses
(3 to remember)
1. Markets are conversations.
6. The Internet is enabling conversations among human beings that
were simply not possible in the era of mass media.
9. These networked conversations are enabling powerful new forms
of social organization and knowledge exchange to emerge.
NOTES: This ability to create communities around shared interests, as well as the instantaneous connection of email was a powerful
driver of the first online services, like AOL, CompuServe, and Prodigy. Social communities like Facebook, MySpace, and LinkedIn,
are the latest incarnations of this quest to connect.
www.cluetrain.com
Linda Ziskind / Z2 Consulting

5. From the invention of the printing press in the mid-1400s to our
current digital landscape, media channels have always flowed
one-to-one, or one-to-many.h
increase in expressive capability in human
NOTES: Clay Shirky, an author, consultant, and professor at NY, has said that throughout history there have been only 4 major
advances in media worthy of being called revolutionary:
1. The moveable type and the printing press, 2. Telegraph & Telephone, 3. photography, recorded sound and moving pictures, 4.
And finally television and radio. But all of these enabled only a one-to-one, or a one-to-many channel. There has never been a
history.”
medium or technology that supported group discourse.
Linda Ziskind / Z2 Consulting

6. UNTIL NOW
Linda Ziskind / Z2 Consulting

7. “The moment we’re living through is the
largest increase in expressive capability in
human history.”
Clay Shirky
Author, Consultant, Professor at NYU
Linda Ziskind / Z2 Consulting

8. ONE-TO-ONE
HAS BECOME
MANY-TO-MANY
NOTES: So what does it mean to be living through the largest increase in expressive capability in human history? It means we’re
truly all connected.
Linda Ziskind / Z2 Consulting

9. Anything that happens anywhere in the world where someone has access to the
Internet and a computer, a digital camera, or a cell phone, can not only be
instantaneously globally disseminated, it will grab attention, instigate conversation,
and generate a community of interested participants.
John Dkar/AP Television
The Epoch Times
Linda Ziskind / Z2 Consulting

10. “Media is less and less about crafting a single
message to be consumed by individuals. It’s
more and more often a way of creating an
environment for convening and supporting
groups.” Clay Shirky
Linda Ziskind / Z2 Consulting

11. Four Useful Social Media Tools
Twitter Facebook
micro-blogging Community
YouTube Flickr
Video Photo-sharing
Linda Ziskind / Z2 Consulting

12. 10 WAYS TO HELP
YOU SUCCESSFULLY
INCORPORATE TWITTER
INTO YOUR SOCIAL MEDIA
ACTIVITIES
Linda Ziskind / Z2 Consulting

13. 1. Build Community:
Look for people to follow and add to your community.
Search relevant keywords. When you find appropriate
`
people to follow, see who they’re following and follow
those people as well.
*List included in presentation addendum
Linda Ziskind / Z2 Consulting

14. 2. Listen:
Pay attention to what your followers Tweet. Follow
their links and look for the hashtags* that they use.
Search for what the Tittersphere is saying about your
organization. Search for conversations about your
market or business interests.
* Hashtag is a designated keyword that is preceded by a hash marke
(#) which indicates a topic of discussion and makes it searchable. E.g.
#socialmedia
Linda Ziskind / Z2 Consulting

15. 2. Listen:
Linda Ziskind / Z2 Consulting

16. 3. Be Transparent:
Don’t hide who you are. People want to know that
they’re speak to real people in a human
conversation. If you’re tweeting for an organization,
be sure to identify yourself.
Linda Ziskind / Z2 Consulting

17. 3. Be Transparent:
Linda Ziskind / Z2 Consulting

18. 4. Don’t Advertise or Market:
Social media isn’t a broadcast medium and your
followers aren’t your audience. Marketing happens
on Twitter, but it happens as an organic outcome of
open and honest conversation.
Linda Ziskind / Z2 Consulting

19. 5. Develop Guidelines for Conversation:
Consistency in brand communication is critical, even
in casual conversation. Create messaging guidelines
so that when you, or anyone in your organization,
Tweets about your brand, it will always be on-
message.
Linda Ziskind / Z2 Consulting

20. 6. On-line Criticism is an Opportunity:
When organizations are criticized privately, they
don’t have the chance to respond, remedy, and
retain loyalty. Social media takes your customers’
conversations public, giving you the opportunity to
engage in that conversation and avert PR issues.
Linda Ziskind / Z2 Consulting

21. 7. Engage:
It’s great to re-tweet and post interesting links and
messages. But if you don’t converse with your
followers, you’re not forming relationships.
Linda Ziskind / Z2 Consulting

22. 7. Engage:
Linda Ziskind / Z2 Consulting

23. 8. Create Community:
Your organization already has customers, prospects,
casual users, or people generally interested in what
you do. This is a natural community. Seek them out
and engage them in communication.
Linda Ziskind / Z2 Consulting

24. 9. Follow Technical Developments:
Twitter third party apps that improve the efficiency
and functionality of Twitter are being launched all the
time. From collecting online donations, to graphing
your Twitter stats, these apps can help you manage
your account and become a more effective Tweeter.*
*List included in presentation addendum
Linda Ziskind / Z2 Consulting

25. 10. Have Fun:
They don’t call it “Social” Media for nothing. Unlike
the conference or board room, Twitter is a place to
reveal a bit of who you are and show a human side.
It will help your followers form a relationship with
you, and it will make your Twitter experience that
much more enjoyable.
Linda Ziskind / Z2 Consulting

26. Linda Ziskind / Z2 Consulting

27. Example: Brigham & Women’s Hospital in Boston
Linda Ziskind / Z2 Consulting

28. Example: Brigham & Women’s Hospital in Boston
Linda Ziskind / Z2 Consulting

29. Example: Brigham & Women’s Hospital in Boston
Linda Ziskind / Z2 Consulting

30. Example: Brigham & Women’s Hospital in Boston
Linda Ziskind / Z2 Consulting

31. Example: Brigham & Women’s Hospital in Boston
Linda Ziskind / Z2 Consulting

32. Example: 92nd Street Y in New York City
Linda Ziskind / Z2 Consulting

33. Example: 92nd Street Y in New York City
Linda Ziskind / Z2 Consulting

34. Example: 92nd Street Y in New York City
Linda Ziskind / Z2 Consulting

35. Example: Achilles International in New York City
Linda Ziskind / Z2 Consulting

36. Example: Achilles International in New York City
Linda Ziskind / Z2 Consulting

37. Example: Achilles International in New York City
Linda Ziskind / Z2 Consulting

38. Example: Achilles International in New York City
Linda Ziskind / Z2 Consulting

39. How Social Media is
Different from
Traditional Marketing
Linda Ziskind / Z2 Consulting

40. Social Media is different from all other business and organization
communication models. It requires a dramatic shift in thinking.
 Social Media is not a spectator sport. It is designed around participation.
 Participation leads to conversation.
 Conversation leads to community.
 Communities lead to collaboration.
 Collaboration leads to collective intelligence.
 Collective intelligence shapes and changes social media.
Linda Ziskind / Z2 Consulting

41. How Social Media is The
Same as Traditional
Marketing
Linda Ziskind / Z2 Consulting

42. Social Media requires the same strategic objectives discovery and
branding identity work as traditional media.
 Clearly define your organization’s brand
• Identify and understand your communication objectives
 Identify your target audience and craft messaging guidelines
 Ensure that all staff are trained and knowledgeable about social media
as well as about your organizations communication goals
Linda Ziskind / Z2 Consulting

43. Addendum
3rd Party Twitter Tools:
Desktop Twitter Platforms:
Helps organize your Twitter experience by allowing you to segment the people you follow into groups. They also allow you
manage multiple Twitter accounts (e.g., personal & business) without having to log-in and out, or use two browsers. Depending
on the platform, you can also perform other tasks, such as pre-write Tweets and schedule them to be delivered at a later time,
see the long version of shortened URLs
• www.cotweet.com
• www.brizzly.com
• www.hootsuite.com
Share photos or files on Twitter:
Photo apps allow you to upload photos from your phone-camera to Twitter, as well as from your desktop. File-sharing apps
allow you to upload and share files on Twitter, either privately to one person or publicly.
• www.twitpic.com
• www.twitdoc.com
• www.filesocial.com
Linda Ziskind / Z2 Consulting

44. Addendum
3rd Party Twitter Tools:
Note: to shorten URLs for use in Tweets, try www.bitly.com, www.budurl.com, or www.is.gd There are others as well. Try to use one that will also give you stats on
who clicked on the link.
Monitor and Track keywords and brands:
These tools track keywords and mentions across the entire “Twitterverse”. Some even allow you to track mentions acorss RSS
feeds.
• www.monitter.com
• http://search.twitter.com
• www.twazzup.com
• www.convomonitor.com
• http://hashtags.org
Measurement & ROI:
There are many tools that measure various things, such as influence, social capital, reach, ranking, etc. These are a few to try
out:
• www.twitteranalyzer.com (comprehensive daily stats for your reach, subjects, hashtags, mentions, follwers, and much more. )
• www.twollow.com (tracks keywords/company mentions in tweets)
• www.tweetsentiments.com (sentiment analysis for users or keywords)
Linda Ziskind / Z2 Consulting

45. Addendum
Additional links and reading recommendations:
Links:
www.smartbrief.com/socialmedia (free daily briefing newsletter on social media)
http://bit.ly/7AzD9u (Case study on how Avaya used social media to land a $250,000 sale.)
http://mashable.com/guidebook/twitter/ (a great resource for all of the basics on Twitter as well as advice on growing your
influence.)
http://bit.ly/91JGeS (Tips on setting up a non-profit Facebook page)
Books:
Here Comes Everyone - Clay Shirky (an absolute must-read, bible of a book. If you only read one book about social marketing/
community, this is the one)
The Cluetrain Manifesto – 10th Anniversary Edition – Rick Levine, Christopher Locke, Doc Searls, David Weinberger (10 years
ago very few people paid attention to the amazingly prescient observations of these five men. Today, everything they posited
has become the defacto way of business. And the hardcover version is currently only $6.60 on Amazon.)
Socialnomics – Erik Qualman (How social media platforms like Facebook & Twitter are fundamentally changing the way both
consumers and businesses behave and restructuring the traditional rules of influence and economics.)
Trust Agents – Chris Brogan & Julien Smith (How people use online tools to build networks of influence)
Linda Ziskind / Z2 Consulting