This document summarizes a presentation on using social media for business purposes. It discusses why engagement in social media channels is important given that customers are actively using these platforms. It provides an overview of common social media tools for listening, including Google Alerts, RSS feeds, and search tools like SocialMention and Omgili. The presentation emphasizes starting with listening to understand conversations and then participating in a way that adds value through contributing and creating engaging content. Case studies and objections to social media are also addressed.

1. Social Media: What’s in it for You? Presented by:Alan Belniak & Laura Vecchio January 21, 2010

2. Social Media: What’s in it for You? A NEDMA Event January 21, 2010 ~ 9:00a to 11:30a At the Microsoft Research Facility, Cambridge Presented by: Laura Vecchio Online Marketing Coordinator/Social Media Specialist Overdrive Interactive Alan Belniak Director of Social Media Marketing, PTC

3. For Starters

4. Agenda Introduction A bit on philosophy Why is this a big deal all of the sudden? OK, so I want to get involved How do I start? Listen… Case studies “But what if…” Some common objections/responses to starting this Are you ready? Conclusion

5. Introductions

6. The Who and The What, For Today Who we are Alan Belniak / @abelniak Laura Vecchio / @laura_vecchio #NEDMA-SM What we’re going to cover today (the ‘what’ and the ‘how’) Ask questions throughout Us You Us

7. A Bit On Philosophy

9. Why You Shouldn’t Engage In These Channels  This is a magic solution  You feel like you have to, so you do so, but begrudgingly and only with half the effort. Human interaction is still human interaction, and what it takes to be successful with it has not changed. What has changed is the places where it happens.

10. Change is Inevitable… Online Activity Evolves.

11. Who is Consuming This Media?

12. Your Customers Are

13. source: Business.com’s 2009 B2B Social Media Benchmarking Study (http://www.business.com/info/b2b-social-media-benchmark-study)

14. Why Is This A Big Deal?

15. Backdrop(1 of 2)

16. Backdrop(1 of 2) In Summary….

17. Backdrop(2 of 2)

19. A Double-Edged Sword It’s a good thing for companies, because consumers can share their feedback about products to the company and the masses.

20. A Double-Edged Sword It’s a good thing for companies, because consumers can share their feedback about products to the company and the masses. It’s a bad thing for companies, because consumers can share their feedback about products to the company and the masses.

21. Times Have Changed Old (“1.0”)

22. Times Have Changed Old (“1.0”) New (“2.0”)

23. Here’s A Scenario…

24. OK, so I want to get involved…

25. Current State of Affairs

26. The Philosophy, In Seven Verbs Do This Stop Listen Participate Contribute Create Engage 26

27. The Philosophy, In Seven Verbs Do This Stop Listen Participate Contribute Create Engage Before You Do This Sell 27

28. Create a Framework to Map it Out

29. How Do I start? Listen…

30. Listening Listening is Labor Will take a modest portion of time upfront Initial setup, then refinement Process will become streamlined Some channels may be (relatively) empty Use some of the other tools discussed later on to find other channels; don’t only use what’s here Balance of prescription vs. deduction vs. induction

31. Listening (continued) Keep in mind: Whyyou are doing this Where are the conversations happening? What are they talking about? What form/s of media are being consumed?

32. Step 1: Decide What You Want To Be About Answer one very important question: “Why would anyone want to be your friend?”

33. Overdrive Interactive’s Core Content The next few slides in the live presentation lay out Overdrive’s proven nine-step plan for content review, adjustment, propagation, and measurement. They have been removed from this uploaded presentation at the request of Overdrive Interactive. To learn more about what Overdrive Interactive can offer, please click here for the company overview.

34. Which tools are needed?

35. The plumbing and scaffolding Google and Google Alerts www.Google.com ; www.Google.com/alerts RSS What is RSS? The RSS feed reader + aggregator that I use: http://reader.google.com FeedMyInbox (and other such sites) Transforms an RSS feed into one packaged digest version, and in e-mail form Consider creating an RSS feed for each of your products, competitors, brand, etc.

36. Using aggregated social search tools Social Mention http://socialmention.com – the site Omgili http://omgili.com/ Note the use of the slider to limit the conversation to an area Any part of the graph is click-able to bring you to those conversations http://omgili.com/graphs.html Attractive visual display of chatter compared across topics

37. Tier one searching and listening Twitter Search (not just Twitter) http://search.twitter.com/advanced Set up to deliver an RSS feed of the mention your products, services, competitors, right to the pre-created e-mail addresses Also consider http://www.monitter.com/ and http://www.twitterfall.com for a visual display of search terms

38. Tier one searching and listening Google’s New Tools Search on something, then click ‘Show Options’

39. Tier one searching and listening Facebook Limit searching to the top five groups (by member count) LinkedIn Note that with LinkedIn, there will likely not be a lot of negativity, due to the nature of the site Also note that you will need to become a member of groups to see any activity; joining is usually painless Limit searching to the top five groups (by member count)

40. A few more examples of some of these channels in action (time permitting) YouTube Slideshare Delicious ; Delicious Network Blogs Blog search engines (Technorati, Google Blog Search) Blog Authoring Platforms (Wordpress, Blogger, Typepad)

41. Tracking what you find

42. Example of the quantification

43. Make it manageable It might seem overwhelming. The goal isn’t to track every single mention on the web. Instead, keep in mind the overall ‘why’… Whereare the conversations happening? Whatare they talking about? Whatform/s of media are being consumed?

44. Case studies

45. To see Overdrive Interactive’s impressive portfolio of client work, click here to be taken to the site.

46. Objections

47. Objection Handling “What if [insert name of social technology] goes away tomorrow?” “This is going to take too much time.” “My customers aren’t using social tools.” “I tried this before, and it didn’t work.”

48. Mapping the ‘Who’ to the ‘What’ and the ‘Why’

49. Are you ready?

50. Conclusion

51. Thanks!