4. Wikipedia: “Social media are media for social interaction
using highly accessible and scalable publishing techniques.
Social media uses web-based technologies to turn
communication into interactive dialogues”
5. Chris Brogan: “social media is a set of tools and tactics that
people use as part of their larger business communications
efforts. They are functions of a job, not something shiny that
hides off on a magical island away from the job. They are part
of a job function, not a standalone vocation.”
45. ✤ Inbound Marketing by Brian Halligan and Darmesh
Shah
✤ Trust Agents by Chris Brogan and Julien Smith
✤ Six Pixels of Separation by Mitch Joel
✤ Social Media 101 by Chris Brogan
✤ Marketing Lessons from The Grateful Dead by David
Meerman Scott and Brian Halligan
46. ✤ Chris Brogan’s Blog www.chrisbrogan.com
✤ Mitch Joel’s Blog www.twistimage.com/blog
✤ Blog Paws www.blogpaws.com
✤ John Jantsch www.ducttapemarketing.com/blog
✤ Seth Godin sethgodin.typepad.com
Notes de l'éditeur
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Well, according to my outline I am supposed to start out by introducing myself. But since Mikel did that already, I’m completely lost now.\n\nWhen I decided that I wanted to eventually take dog training full time, I really needed to learn about marketing. As we know marketing can make or break a small business.\n\n
Since I come from a very technical background, I was naturally drawn to online marketing because back then only really technical people could do it. \n\nWhat I learned since then is that it's not about technology at all, at least not if you do it right. It’s also become much more accessible and much easier for non-technical people to do it in the last year. Social is a lot of that “easier to do” stuff. Social media is easy to use.\n\nI want to share what I’ve learned the past couple years with you. \n\nBut before we get started, let’s define what these social media are.\n\n
(BTW, I promise that the next two slides I read will be the _only_ two I read to you.)\n\n(read wikipedia definition.) \n\nSo, raise you hands. Who else felt their eyes getting heavy while I read that? It makes social media sound so _special_ while boring us to death at the same time. \n\nI also don’t like the buzzwords, "highly accessible and scalable" "interactive dialogues". Did someone let the marketing department onto wikipedia again? \n\nAre social media reliant on the technology? I don’t think so, and part of what I’ll explain this hour is why I believe that.\n\nLet’s look at a better definition.\n\n
I like Brogan's definition a lot better. So much so I can forgive him for using the singular with media. He's making a point about how social media has separated itself from marketing departments and even careers. This point is very relevant to solo and small businesses. If you are a one, or two, or three person show you don't have time to dedicate to social media and you can’t afford to hire someone or even retain a consultant for it.\n\nYou literally and figuratively can’t afford to let the social media tail wag the pet business dog (or any other species). \n\nBrogan is a social media pundit that consults with large companies, but also has a lot of useful advice for smaller businesses like us. More about him later.\n\n\nWhat are some examples?\n\n\n
Facebook - the king of all social media. (sorry howard stern fans.) You all heard last year, I think it was around thanksgiving? when Facebook hit more users than most countries have citizens. There are more people on Facebook than live in the United States.\n \nYouTube - sharing and comments and viral videos, “liking”\n\nFlickr - same as youtube: sharing, comments, liking\n\nYelp - crowd-sourced food reviews. May be more familar to people in cities. Friends, sharing etc.\n\nBlogs - yes, blogs are social media\nTwitter, \nPing (apple needed to get social media on a product somehow), \nMySpace (stop at myspace)\n\nWait!\n\nDo we need a laundry list of social media? To a certain degree this list will turn into a bunch of "me too" websites. If Jif could figure out a way to label a peanut butter “social” does any doubt that they would do it?\n\nI don’t want to tell you how to use social media. Using it is easy....if Facebook has more users than most countries have citizens, it must be pretty easy to use.\n\n\n
Facebook - the king of all social media. (sorry howard stern fans.) You all heard last year, I think it was around thanksgiving? when Facebook hit more users than most countries have citizens. There are more people on Facebook than live in the United States.\n \nYouTube - sharing and comments and viral videos, “liking”\n\nFlickr - same as youtube: sharing, comments, liking\n\nYelp - crowd-sourced food reviews. May be more familar to people in cities. Friends, sharing etc.\n\nBlogs - yes, blogs are social media\nTwitter, \nPing (apple needed to get social media on a product somehow), \nMySpace (stop at myspace)\n\nWait!\n\nDo we need a laundry list of social media? To a certain degree this list will turn into a bunch of "me too" websites. If Jif could figure out a way to label a peanut butter “social” does any doubt that they would do it?\n\nI don’t want to tell you how to use social media. Using it is easy....if Facebook has more users than most countries have citizens, it must be pretty easy to use.\n\n\n
Facebook - the king of all social media. (sorry howard stern fans.) You all heard last year, I think it was around thanksgiving? when Facebook hit more users than most countries have citizens. There are more people on Facebook than live in the United States.\n \nYouTube - sharing and comments and viral videos, “liking”\n\nFlickr - same as youtube: sharing, comments, liking\n\nYelp - crowd-sourced food reviews. May be more familar to people in cities. Friends, sharing etc.\n\nBlogs - yes, blogs are social media\nTwitter, \nPing (apple needed to get social media on a product somehow), \nMySpace (stop at myspace)\n\nWait!\n\nDo we need a laundry list of social media? To a certain degree this list will turn into a bunch of "me too" websites. If Jif could figure out a way to label a peanut butter “social” does any doubt that they would do it?\n\nI don’t want to tell you how to use social media. Using it is easy....if Facebook has more users than most countries have citizens, it must be pretty easy to use.\n\n\n
Facebook - the king of all social media. (sorry howard stern fans.) You all heard last year, I think it was around thanksgiving? when Facebook hit more users than most countries have citizens. There are more people on Facebook than live in the United States.\n \nYouTube - sharing and comments and viral videos, “liking”\n\nFlickr - same as youtube: sharing, comments, liking\n\nYelp - crowd-sourced food reviews. May be more familar to people in cities. Friends, sharing etc.\n\nBlogs - yes, blogs are social media\nTwitter, \nPing (apple needed to get social media on a product somehow), \nMySpace (stop at myspace)\n\nWait!\n\nDo we need a laundry list of social media? To a certain degree this list will turn into a bunch of "me too" websites. If Jif could figure out a way to label a peanut butter “social” does any doubt that they would do it?\n\nI don’t want to tell you how to use social media. Using it is easy....if Facebook has more users than most countries have citizens, it must be pretty easy to use.\n\n\n
Facebook - the king of all social media. (sorry howard stern fans.) You all heard last year, I think it was around thanksgiving? when Facebook hit more users than most countries have citizens. There are more people on Facebook than live in the United States.\n \nYouTube - sharing and comments and viral videos, “liking”\n\nFlickr - same as youtube: sharing, comments, liking\n\nYelp - crowd-sourced food reviews. May be more familar to people in cities. Friends, sharing etc.\n\nBlogs - yes, blogs are social media\nTwitter, \nPing (apple needed to get social media on a product somehow), \nMySpace (stop at myspace)\n\nWait!\n\nDo we need a laundry list of social media? To a certain degree this list will turn into a bunch of "me too" websites. If Jif could figure out a way to label a peanut butter “social” does any doubt that they would do it?\n\nI don’t want to tell you how to use social media. Using it is easy....if Facebook has more users than most countries have citizens, it must be pretty easy to use.\n\n\n
Facebook - the king of all social media. (sorry howard stern fans.) You all heard last year, I think it was around thanksgiving? when Facebook hit more users than most countries have citizens. There are more people on Facebook than live in the United States.\n \nYouTube - sharing and comments and viral videos, “liking”\n\nFlickr - same as youtube: sharing, comments, liking\n\nYelp - crowd-sourced food reviews. May be more familar to people in cities. Friends, sharing etc.\n\nBlogs - yes, blogs are social media\nTwitter, \nPing (apple needed to get social media on a product somehow), \nMySpace (stop at myspace)\n\nWait!\n\nDo we need a laundry list of social media? To a certain degree this list will turn into a bunch of "me too" websites. If Jif could figure out a way to label a peanut butter “social” does any doubt that they would do it?\n\nI don’t want to tell you how to use social media. Using it is easy....if Facebook has more users than most countries have citizens, it must be pretty easy to use.\n\n\n
Facebook - the king of all social media. (sorry howard stern fans.) You all heard last year, I think it was around thanksgiving? when Facebook hit more users than most countries have citizens. There are more people on Facebook than live in the United States.\n \nYouTube - sharing and comments and viral videos, “liking”\n\nFlickr - same as youtube: sharing, comments, liking\n\nYelp - crowd-sourced food reviews. May be more familar to people in cities. Friends, sharing etc.\n\nBlogs - yes, blogs are social media\nTwitter, \nPing (apple needed to get social media on a product somehow), \nMySpace (stop at myspace)\n\nWait!\n\nDo we need a laundry list of social media? To a certain degree this list will turn into a bunch of "me too" websites. If Jif could figure out a way to label a peanut butter “social” does any doubt that they would do it?\n\nI don’t want to tell you how to use social media. Using it is easy....if Facebook has more users than most countries have citizens, it must be pretty easy to use.\n\n\n
Facebook - the king of all social media. (sorry howard stern fans.) You all heard last year, I think it was around thanksgiving? when Facebook hit more users than most countries have citizens. There are more people on Facebook than live in the United States.\n \nYouTube - sharing and comments and viral videos, “liking”\n\nFlickr - same as youtube: sharing, comments, liking\n\nYelp - crowd-sourced food reviews. May be more familar to people in cities. Friends, sharing etc.\n\nBlogs - yes, blogs are social media\nTwitter, \nPing (apple needed to get social media on a product somehow), \nMySpace (stop at myspace)\n\nWait!\n\nDo we need a laundry list of social media? To a certain degree this list will turn into a bunch of "me too" websites. If Jif could figure out a way to label a peanut butter “social” does any doubt that they would do it?\n\nI don’t want to tell you how to use social media. Using it is easy....if Facebook has more users than most countries have citizens, it must be pretty easy to use.\n\n\n
What's it really all about? What makes social media so special? What makes it different from print ads? \n\nWhat makes social media so different?\n\n\n
When I went down that laundry list, I talked about how each site or application allowed people to interact.\n\nIf something is "social" it allows some kind of conversation. It can be "peer to peer" like twitter, or multi-tier or multi-dimensional, such as a blog followed by comments. It can often start as a conversation between a publisher, such as someone publishing a video to Youtube, and turn into a conversation between 2 viewers.\n\nFor example, I recently posted a blog that was a response to another blog that was starting an effort to raise awareness, and funds, for pets affected by the disaster in Japan. \n\nMy post then triggered a bunch of twitter messages. In this way what started out as a single blog post aimed toward, readers, much like a magazine or newspaper article, triggered multiple conversations.\n\nIf you think about it, and I do want you to think about it. :-) The discussion groups we've been using onYahoo are "social." We have conversations and they wander and twist and turn. We share information and links, and we might even share posts (although some people seem to find that upsetting for some reason.)\n\nThis is a great example, and I’ll go into this later, of how social media really isn’t as “new” as some people might have you think.\n\nWe have been sharing information as a community for a long time. The new part is how technology has made sharing high-bandwidth media such as video and photos possible. \n\nThink back to as recently as 2005, the year Youtube was started. How would you have shared video?\n\nThis used to only be possible for people with access to television or a way to sell DVDs (and people willing to buy them). Now anyone can. This has the knock-on effect of making it interactive. I upload a video on how to walk a dog nicely on leash - you respond with a better one etc. \n\nIt also allows us to reach a large number of people at once........\n\n\n
One person can reach everyone. (If they are listening)\nMassive economy of scale. Written once and read many times and (possibly) forever.\n
•With platforms like Facebook you can zero-in based on demographics\n•No high-cost mass-media buys\n\n
Most social media accounts that a small business would need are free. (so far and in terms of $$s.)\nNo high-powered connections required.\n
Virtually no barrier to entry.\nIdentical resources for all businesses. Your FB page is the same as Coca-Cola’s.\nIt’s about the message!\n
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So of course, if no one is listening you are just talking to yourself.\n
Nobody cares if your bagel was stale and your coffee was cold. You need to say something interesting. Seth Godin (another guru) talks about marketing being “remarkable” I.E. worth remarking on and sharing with your friends.\n
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You are a small businessperson. Your time is precious. If you are a trainer or a behavior consultant, your time is one of your most valuable products.\n
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Anyone in here buy the paper today? (NYC probably the exception, not the rule.) Bought a newspaper ad? How many that have get “special sale” offers from them? Still using the hard copy yellow pages? \n
I love this! The person who uses your online advice without hiring you may have been a lousy or non-existent client - but he could be a great reference. he may be a cheapskate, or he may be dog (cat, bird, horse) savvy enough to recognize your good advice, use it, and recommend it.\n
Social creates links and targeted content that is connected to your name, business, website etc.\nSearch engines are there to provide useful information to people. Create useful information! THIS IS WHAT IS CHANGING. People can’t google good feelings.\n
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Inbound marketing. People come to us online, we don’t go to them.\nIt’s not who you know. (if people refer and you don’t deliver, that a liability.)\nIt’s not what you know. (someone needs to know you.) It’s who knows what you know.\nBe remarkable. Be honest. Be useful. Tell people what you know! The people that take your online information and use it instead of hiring you weren’t going to be good clients anyway. But don’t be “that guy.” \n
Inbound marketing. People come to us online, we don’t go to them.\nIt’s not who you know. (if people refer and you don’t deliver, that a liability.)\nIt’s not what you know. (someone needs to know you.) It’s who knows what you know.\nBe remarkable. Be honest. Be useful. Tell people what you know! The people that take your online information and use it instead of hiring you weren’t going to be good clients anyway. But don’t be “that guy.” \n
Inbound marketing. People come to us online, we don’t go to them.\nIt’s not who you know. (if people refer and you don’t deliver, that a liability.)\nIt’s not what you know. (someone needs to know you.) It’s who knows what you know.\nBe remarkable. Be honest. Be useful. Tell people what you know! The people that take your online information and use it instead of hiring you weren’t going to be good clients anyway. But don’t be “that guy.” \n
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Create a “tribe.” Create referrals. Make them feel special with access to specials and new offerings first. Invite them to fundraisers and events. Help rescues and shelters while you’re at it! Build loyalty by talking to everyone at once, and then getting them to talk to each other.\n
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We live in a market-driven society. If people bought ideas, authors would be rich and we would be unemployed. You are your own unique selling proposition. We work in a people-focused business, and your ability to communicate with and change people’s behavior is what matters.\n
