A September 2009 presentation to Ecademy members in London on social media for business and world-class blogging. By Louis Gray

1. Social
Media
for
Business
&
World-­‐Class
Blogging
Louis
Gray
of
LouisGray.com

2. What
You
Can
Expect
to
Learn
and
Discuss
Today
• Know
Me
• Be
Like
Me
– A
New
World
of
Real-­‐Time
• InformaCon
Discovery
and
ParCcipaCon
– How
to
Leverage
RSS
and
Social
Networks
• RSS,
Google
Reader,
TwiKer,
FriendFeed,
SocialMedian
&
Facebook
– Best
PracCces
• Tips
and
Tricks,
SeparaCng
Personal
from
Business,
Avoiding
Oversharing
and
OpCmizing
Your
Data
Flow
• Follow
Me
2

3. First,
Some
Ground
Rules
• This
is
for
You
to
Learn,
and
Not
About
Me
• This
is
a
Two-­‐Way
Discussion,
Not
a
Lecture
• There
Will
Be
Room
for
Demos,
Stories
and
Anything
Can
be
Repeated
• Let’s
Have
Some
Fun
and
Engage.
No
Sleeping!
3

4. Know
Me
• Early
adopter
tech
geek
blogger
– 2,000+
posts
since
2006
– Launched
Socialmedian,
TweetDeck,
many
social
services.
– AcCve
social
media
user,
especially
FriendFeed
and
Google
Reader
• Member
of
advisory
boards
– SocialToo,
ReadBurner,
BuzzGain,
Teens
In
Tech,
and
YackTrack
• Managing
Director,
New
Media
at
Paladin
Advisor
Group
• Father
to
1-­‐year-­‐old
twins
4

5. A
LiKle
More
Background
• UC
Berkeley
Graduate
– Double
Major
in
Mass
CommunicaCons
and
PoliCcal
Science
(1999)
– Worked
as
Online
Editor,
Crime
Reporter
for
student
newspaper
from
1996-­‐98
• 12
Yrs
Working
In
Silicon
Valley
– Internet
Valley
from
1998-­‐99
as
an
E-­‐commerce
Analyst
– 3Cube
from
1999-­‐2001
as
the
Web
MarkeCng
Manager
– BlueArc
from
2001-­‐09
as
Director
of
Corporate
MarkeCng
5

6. A
Brief
History
of
LouisGray.com

7. louisgray.com:
2001-­‐2005
via
archive.org
7

8. FIRST
POST!
8

9. louisgray.com:
2006
via
archive.org
9

10. louisgray.com:
2007
via
archive.org
10

11. Learning
to
Write
to
An
Audience
“If
I
didn't
start
wriCng
about
stuff
that
Scoble
wanted,
he
would
unsubscribe.
He
wouldn't
share
my
items
in
his
link
reader,
and
that'd
be
the
end
of
that
liKle
experiment.
Luckily,
I
started
to
arc
my
coverage
even
more
toward
tech,
and
more
toward
those
things
he
liked…”
–
Me
(March
7,
2008)
11

12. louisgray.com:
2008
via
archive.org
12

13. louisgray.com:
2009
13

14. Some
Services
that
Debuted
Here
14

15. Do
A
Good
Turn
Daily
• HighlighCng
5
Bloggers
a
Month
• HighlighCng
10
new
Friendfeed
Accounts
Each
Month
• 95+%
of
my
Google
Reader
shares
are
from
other
bloggers
• Consistent
bookmarking
of
content
related
to
the
site
on
Delicious
15

16. Progress
Takes
Time
• In
2006,
I
didn’t
have
very
much
focus,
nor
an
audience
• In
2007,
I
noCced
prominent
people
aware
of
my
blog,
and
companies
would
respond
• In
2008,
I
became
more
embedded
in
social
media,
predicCons
around
aggregaCon via
BlogPerfume
and
lifestreaming
came
true
• In
2009,
visibility
grew
as
I
expanded
my
reach
to
new
social
sites,
stayed
acCve
16

17. Ten
Takeaways
1. Do
Not
Expect
Instant
Success
2. Find
Your
Voice
and
Focus
3. Be
Genuine
and
Trusted
4. Be
Consistent
In
Schedule
5. Be
Unique
In
Coverage
6. Be
PosiCve,
Avoid
Conflict
7. Show
Passion,
Excitement
8. Engage
With
Your
Audience
9. Find
ConversaCons
Everywhere
10. There
Is
Always
Time.
Find
it.
17

18. World-­‐Class
Blogging
Has
Changed

19. The
World
of
Blogging
(2006)
Reader
Comments
And
E-­‐mail
Blogging
Links,
Blog
Rolls
(the
old
way)
And
TrackBacks
Comments
on
Other
Blogs
19

20. But
Wait!
There’s
Much
More
Now.
Blogging
(the
new
way)
+
20

21. Some
In
Old
Media
Are
In
Denial
“All
of
my
readers’
comments
should
only
be
on
my
blog!”
“RSS
steals
my
page
views
away!”
“TwiKer
is
a
big
waste
of
Cme!”
“Google
is
stealing
my
content!”
“Facebook
is
for
college
students!”
21

22. Time
for
the
Truth
World
class
blogging
means
being
acCve
wherever
the
conversaCon
is
and
embracing
the
new
tools
in
the
right
way.
No
more
silos.
22

23. Tools
to
Help
You
Be
“World
Class”
BroadcasCng
Listening
• Facebook:
Social
network
and
• BackType:
Instant
alerts
by
e-­‐mail
expanding
aggregator.
on
topics
or
your
name.
• FeedBurner:
RSS
engine
common
• Disqus:
Comments
and
social
on
most
blogs,
owned
by
Google,
reacCons.
with
detailed
staCsCcs.
• FriendFeed:
Real-­‐Cme
search
over
• FriendFeed:
Social
aggregaCon
and
50+
social
services.
discussion
plaporm.
• Google
Alerts:
Alerts
by
e-­‐mail
for
• TwiKer:
Microblogging
community
blog
and
news
menCons.
• JS-­‐Kit
Echo:
Real-­‐Cme
comments,
social
reacCons
• TweetBeep:
Alerts
by
e-­‐mail
for
TwiKer
search
terms.
23

24. What
I
Do
In
A
Typical
Day
• 1
–
3
Blog
Posts
• 5
–
6
TwiKer
Updates
• Skim
900+
RSS
ArCcles
• Share
20-­‐25
Top
ArCcles
in
Google
Reader
via
TweetStats
• Like
30
Items
on
FriendFeed
• 30
Comments
on
FriendFeed
• 2
–
3
NaCve
Posts
to
FriendFeed
• 1
–
3
Delicious
Bookmarks
• Miscellaneous
acCvity
on
Facebook,
Socialmedian,
LinkedIn,
YouTube,
Smugmug
via
Google
Reader
or
other
networks.
24

25. How
I
Make
Time
for
Everything
• High
Quality
Input
– Reduce
noise
by
subscribing,
following,
organizing
the
right
people
on
the
right
networks
• Read
Fast,
Decide
Fast,
Act
Fast
– Make
a
decision
to
an
acCon
(sharing
+
liking)
quickly,
and
also
skip
irrelevant
informaCon
quickly.
– Usual
blog
posts
take
about
20
minutes
+
imagery.
• “And”
and
“Between”
– Social
acCvity
is
easy
in
manageable
chunks.
I
read
RSS
a
few
minutes
of
every
hour
through
the
day.
– Read
feeds
AND
watch
TV.
Blog
AND
listen
to
music.
– Learn
how
to
do
things
in
parallel
with
pracCce.
25

26. How
I
Make
Time
for
Everything
• My
Social
Media
ConsumpCon
Workflow
– Start
the
day
with
e-­‐mail
and
respond
to
most
important
items,
including
comment
noCficaCons
from
the
blog,
engaging
with
entrepreneurs
and
PR.
File
service
noCficaCons.
– Check
blog
reacCons
from
Google
Blogsearch
and
TechnoraC.
Engage
or
bookmark.
– Read
Google
Reader
RSS
feeds,
share
most
important
arCcles.
– Search
TwiKer
for
responses
and
shares
to
the
blog.
– Finish
on
FriendFeed
ater
all
acCvity
has
taken
place.
(And
my
feed
is
complete!)
26

27. Read
Fast.
Analyse
Fast.
Act
Fast.
• Analysis
Paralysis
Can
Waste
Valuable
Time
– So
Make
Sure
Your
Sources
Are
Quality
– Don’t
Read
Items
You
Don’t
Care
About!
• Some
tricks
I
use
1. Headlines
and
1st
paragraphs
are
criCcal
2. Accrued
knowledge
of
the
source
and
author
3. PercepCon
of
the
downstream
audience
• Always
think…
“What
happens
when
I
___
?”
27

28. The
Real-­‐Time
Web

29. Real-­‐Time:
Even
Google
Is
Too
Slow
• Google’s
Goal:
Find
the
Best
Answer
for
Your
Search
– It
doesn’t
maKer
much
how
old
the
link
is,
so
long
as
it
is
the
right
one.
– One
“perfect”
result
for
everybody.
• But
this
kind
of
search
fails
when
it
comes
to
events
and
news
that
are
occurring
live.
What
is
the
current
senCment
about
a
person,
brand,
or
a
shared
event,
such
as
TV
show
or
sporCng
event?
29

30. Real-­‐Time:
Even
Google
Is
Too
Slow
• Google’s
Approach
to
a
Live
Event:
Nothing
New
It’s
September
17th.
Shouldn’t
Google
know
it
happened?
30

31. Real-­‐Time
Search:
TwiKer
• The
Goal:
Find
the
most
recent
updates
on
the
topic
from
anyone.
Get
a
real-­‐Cme
“pulse
of
the
planet”.
• As
updates
arrive,
they
queue
up
unCl
you
refresh.
You
can
see
their
age
by
“minutes
ago”.
31

32. Real-­‐Time
Saved
Searches:
TwiKer
• Saved
searches
are
present
in
your
sidebar
for
easy
retrieval.
• Tip:
Save
one
for
@username
OR
“First
Last
Name”
• Tip:
Watch
your
brand
and
the
compeCCon.
32

33. Real-­‐Time
Alerts:
TweetBeep
• Not
In
Front
of
TwiKer?
– TweetBeep
sends
you
alerts,
by
e-­‐mail,
on
terms
you
select.
– Tip:
Set
one
up
for
your
brand,
compeCtors
and
your
name.
– You
can
click
“View”,
“Reply”
or
“Retweet”
to
take
acCon.
www.tweetbeep.com
33

34. Real-­‐Time
Alerts:
BackType
• Comments
by
E-­‐mail
– Scours
all
popular
blogging
plaporms,
Digg,
Reddit,
FriendFeed
– Links
take
you
to
the
comment
which
take
you
to
the
source.
– Never
miss
somebody
menConing
you
or
your
brand
online.
www.backtype.com
34

35. Real-­‐Time:
More
Than
Just
Search
Lazyfeed.com
watches
RSS
feeds
for
topics
you
have
selected.
Updated
in
real-­‐Cme,
new
topics
are
highlighted
in
your
side
bar.
The
newest
posts
are
at
the
top
on
the
right,
with
related
topics.
Set
up
your
keywords,
and
watch
them
roll
in.
35

36. Real-­‐Time:
More
Than
Just
Search
JS-­‐Kit’s
Echo
commenCng
plaporm
lets
blog
owners
and
commentors
see
updates
in
real-­‐Cme
as
new
noCces
are
posted.
The
product
also
acCvely
tracks
blog
“reacCons”
from
around
the
Web,
including
TwiKer
and
FriendFeed.
36

37. Real-­‐Time:
More
than
Just
Search
Speeding
Up
RSS
• Two
new
approaches
– PubSubHubbub
– RSSCloud
• The
goal:
Instant,
real-­‐Cme
updates
from
your
blog
to
RSS
readers,
FriendFeed,
etc.
• Deployed
on
FeedBurner,
Google
Reader,
Blogger,
FriendFeed,
LazyFeed
and
many
more
services.
37

38. Real-­‐Time
In
Your
Social
Network
• Facebook’s
news
feed
now
updates
in
real
Cme
as
your
friends
change
their
status
or
have
acCvity
on
external
sites.
Click
the
“Show
XX
New
Posts”
to
have
them
flow
in
to
your
news
feed.
38

39. Time
for
the
Truth
Real-­‐Cme
is
becoming
more
than
a
buzzword.
It’s
a
reality
that
is
speeding
up
nearly
every
aspect
of
our
social
infrastructure.
This
leads
to
faster
discovery
and
conversaCons,
more
viral
acCvity,
and
rapid
responses.
39

40. The
Rise
of
RSS
and
Social
Networks
Everywhere

41. What
Is
RSS
and
Who
Cares?
RSS
stands
for
“Real
Simple
SyndicaCon”.
RSS
is
the
protocol
that
lets
updates
flow
from
one
Web
site
to
another
–
from
your
blog
to
feed
readers,
and
from
publishers
to
Yahoo!
or
Google
News.
41

42. What
Is
RSS
and
Who
Cares?
RSS
Feed
Readers
are
one
of
the
fastest
ways
to
read
lots
of
updates
and
save
subscripCons.
As
a
blog
author,
you
can
set
up
your
RSS
to
send
updates
by
e-­‐mail
to
your
subscribers.

43. Google
Reader
• The
most
popular
RSS
feed
reader.
• Sort
subscripCons
by
categories.
• Share
items
with
friends
to
a
link
blog
or
e-­‐mail.
• Follow
other
people’s
shared
items
to
find
more
stories.

44. Google
Reader
(conversaCons)
• Shared
items
in
Google
Reader
enable
conversaCons
• You
can
see
conversaCons
on
your
items
in
“Comment
View”.

45. FriendFeed
• Powerful
service
aggregator
• Real-­‐Cme
updates
• Lists
and
Groups
• Advanced
search
• Audio,
photos
and
video
all
displayed
in
line
• Acquired
by
Facebook
45

46. TwiKer
• Powerful
microblogging
service
• 140
character
limit
• Hashtags
for
topics
• @Replies
to
other
users
• Trending
topics
• Saved
Searches

47. Facebook
• The
world’s
largest
social
network
• Connect
with
friends
and
family
• Share
profiles
and
photos
• Expanded
news
feed
to
gather
data
from
3rd
party
sites.
• Real-­‐Cme
chat
• Powerful
games
plaporm
as
well
47

48. Socialmedian
• Socialmedian
is
a
social
news
aggregator
based
on
topics.
You
can
connect
to
friends
or
follow
your
interests.
Shared
items
from
other
Web
sites,
such
as
Google
Reader
flow
to
Socialmedian
as
well.
48

49. Social
Media
for
Business

50. A
New
Reality
Forces
New
Rules
• The
Old
Strategy
of
PR,
Demand
Gen
and
Customer
Service
– Find
a
way
to
enCce
prospects
to
come
to
you,
whether
to
your
phone
number,
or
your
Web
site,
in
pracCcally
any
way
you
can.
– Act
like
an
authority
and
deliver
your
polished
message.
Take
Cme
to
make
it
perfect.
– The
idea:
the
more
visitors
to
the
site,
or
the
more
phone
calls,
we
get,
the
more
leads
we
deliver,
and
the
easier
it
is
to
measure
success.
• The
New
Strategy
of
Social
PR,
Demand
Gen
and
Service
– Go
to
where
the
customers
are,
no
maKer
where
they
are.
– Respond
quickly
in
a
familiar
way,
on
message,
but
as
an
individual,
not
as
if
the
response
has
been
veKed
or
moderated.
– The
idea:
Become
a
trusted
peer
or
ally,
and
you
will
become
part
of
the
conversaCon,
recommended,
and
eventually,
a
partner.

51. The
Landscape
Is
Changing
Old Way New Way
Vendor
Community
Community
Press Analysts
Vendor
Customer
Community
Community

52. New
MarkeCng
Formula
• It’s
not
about
spamming
(email,
TV,
radio,
newspaper)
1,000,000
to
reach
100
anymore.
• It’s
about
connecCng
with
10
people
who
reach
100
who
reach
1,000.

53. The
Landscape
Is
Changing
• Word
Of
Mouth,
Peer
Recs
Trump
AdverCsing
• 20
percent
of
all
Tweets
menCon
a
brand.

54. By
Embracing
Social
Media
• Gain
Mindshare
• Execute
With
Best
PracCces
– By
execuCng
with
a
consistent – Become
a
trusted
brand
message
across
all
vehicles
– Speak
with
personality
– By
acCng
bigger
than
reality
– Listen
and
respond
quickly
– By
updaCng
frequently,
with – Engage
with
the
community
valuable
content
and
parCcipate
– By
engaging
with
partners, – Keep
a
consistent
pace
prospects
and
compeCCon – Delivering
a
dynamic
Web
site
openly
in
a
posiCve
way
that
Google
and
other
search
engines
prefer
over
a
staCc
one

55. Three
Parallel,
Important,
Tracks
• Listening
– New
tools
are
available
that
let
you
watch
for
your
company,
your
compeCCon,
your
products
and
industry
in
near
real-­‐Cme,
from
blog
posts,
to
comments
on
blogs,
to
TwiKer
updates
and
other
social
acCvity.
– You
can
be
alerted
in
real
Cme,
even
if
you’re
not
constantly
surveying.
• BroadcasCng
– You
can
extend
the
message
you
already
have
to
a
new
audience
with
greater
reach
and
frequency.
• Engaging
– Instead
of
“speaking
at”
a
marketplace,
you
can
speak
with
the
marketplace,
giving
prospects,
partners,
media
and
compeCCon
an
equal
forum
to
parCcipate.

56. AnCcipated
Benefits
• Brand
and
Thought
Leadership
– Be
more
acCve
in
the
faster-­‐paced
world
of
social
networking.
Frequent
updates
will
show
the
company
is
delivering
consistent
acCvity
and
listening
to
the
market
at
large.
– The
company
can
be
seen
as
developing
thought
leadership
between
frequent
press
releases
and
official
corporate
updates.
– Assuming
thought
leadership
campaigns
are
successful,
company
execuCves
may
gain
addiConal
speaking
opportuniCes,
or
syndicated
columns
with
relevant
press.
• Web
site
Traffic
– Google
and
other
search
engines
are
favoring
sites
that
are
updated
frequently,
and
have
new
content.
More
frequent
updates
would
keep
the
site
looking
“fresh”
to
the
spiders
and
keep
the
company
high
on
related
keywords.
– Thought-­‐provoking
blog
posts
and
other
social
content
will
increase
links
to
the
site,
further
impacCng
the
site’s
ability
to
be
found,
and
improving
PageRank,
also
used
by
Google
to
determine
relevance
on
keywords.
• Visibility
and
Engagement
• Revenue
and
Pipeline

57. With
Privilege
Comes
Responsibility
• Example:
Sun
Microsystems
Corporate
Guidelines
(hKp://www.sun.com/communiCes/guidelines.jsp)
1. ConversaCon
is
a
two-­‐way
street.
Read
what
others
are
saying,
and
link.
2. Don’t
tell
company
secrets.
It
is
okay
to
talk
about
work,
but
not
break
NDAs,
or
publish
proprietary
informaCon.
3. Do
not
comment
on
legal
maKers
unless
you
are
the
approved
spokesperson.
4. Be
respecpul
in
interacCons
and
discourse.
5. Be
interesCng,
but
honest.
6. Write
about
subjects
you
know,
so
you
don’t
get
embarrassed
by
an
expert.
7. Don’t
write
anonymously.
8. Do
not
talk
about
financial
topics
or
future-­‐looking
performance.
9. Quality
maKers.
10. Think
about
consequences.
Do
not
trash
or
embarrass
the
company.
11. Do
not
share
other
people/company’s
intellectual
property.
12. A
disclaimer
is
nice
to
have,
but
not
legally
binding.

58. Blog
With
Passion,
Not
as
a
Chore
• Good
blogging
• Bad
blogging
– Has
personality
– Seems
forced
– Has
engagement
– Is
moderated
– Doesn’t
seem
filtered
– Is
infrequent
– Has
intelligence
– Is
unfocused
– Has
data
– Is
siloed
– Uses
references,
links
– Is
not
believable
– Builds
community

59. Leveraging
Content
to
Build
Brand
• The
best
blogs
link
out
and
aren’t
silos
– It
shows
you’re
listening
and
engaged.
– It
shows
an
interest
in
the
market
and
other
voices.
• RSS
readers
enable
you
to
share
items
– Sharing
items
creates
a
“link
blog”
of
items
you
have
found
interesCng.
– In
effect,
you
become
a
trusted
informaCon
filter
and
can
select
the
news
you
want
your
audience
to
read.

60. AggregaCon
&
Lifestreaming?
• With
so
many
different
social
media
tools
out
there,
sites
have
emerged
to
show
all
your
online
acCvity
in
one
place,
from
blog
posts
to
bookmarks,
Flickr
photos
and
YouTube
videos.
• You
can
then
follow
individuals
and
they
can
follow
you,
and
engage
on
your
content.
• FriendFeed
is
the
most
well-­‐known,
while
Plaxo,
Socialmedian
are
similar,
and
Facebook
is
taking
a
similar
approach.
• Proponents
say
these
lifestreams
could
supplant
blogs
and
search,
augment
adverCsing,
demand
gen.

61. Social
Media
for
Business:
Flow
• The
blog
should
be
your
company’s
online
brand.
• Also
important:
– TwiKer
feed
– Facebook
fan
page
– YouTube
channel
– Slideshare
presos
– Link
Blog
61

62. Case
Study
Example:
Emulex
• 3-­‐Month
Project
– Expanded
from
1
blog
to
5,
updated
weekly
– Added
125
Facebook
fans
– Quadrupled
TwiKer
following,
surpassing
#1
compeCtor.
– Integrated
social
bookmarks
into
every
page
of
the
site
and
e
-­‐mail
signatures.
62

63. Keep
Work
and
Personal
Separate
• Don’t
Cross
the
Streams
• How
to
Do
It
– Unless
you
are
a
sole – Work
life
in
one
browser,
and
proprietor,
you
don’t
want
to
you
in
another.
pollute
the
brand.
– Separate
preferences
and
– Work
acCvity
is
more
logins
for
TwiKer
tools,
like
professional,
less
casual
TweetDeck
– You
can
seamlessly
transiCon – Centralized
Gmail
account
for
if
you
are
not
Ced
to
the
social
informaCon
brand.
– Second
Disqus
commenCng
account
for
the
company.
63

64. Harnessing
InformaCon
Overload

65. SituaCon
Analysis
 As
Business
Owners,
You
Are
Expected:
• To
monitor
everything
instantly,
24
by
7.
• To
be
everywhere
and
parCcipate.
• To
deliver
a
consistent
message
to
all
people,
including
prospects,
customers,
partners, The
quality
and
speed
of
press,
analysts,
investors
&
employees.
your
informaCon
makes
you
a
super
hero.
 There
is
More
Data
Out
There
Than
Ever
1. Learn
the
tools
• You
get
hundreds
of
e-­‐mails
a
day.
2. Face
the
mountain
• You
are
subscribed
to
hundreds
of
RSS
feeds.
3. Engage
• You
are
connected
to
thousands
on
social
sites.
appropriately
• Do
you
ever
get
to
blink?

66. Let
The
Tools
Do
the
Work
 What
Makes
More
Sense
–
Reading
1,000
posts
in
the
chance
somebody
menCons
your
company,
or
instead,
ge|ng
an
e-­‐mail
every
Cme
they
do?
 You
probably
know
about
Google
News
Alerts.
You
don’t
have
to
live
in
the
haystack
to
find
the
needle.
 But
did
you
know…
• You
can
use
TweetBeep
for
TwiKer
menCons?
• You
can
use
BackType
for
comment
menCons?
1. Be
Aware
• You
can
search
aggregators
to
find
all
menCons 2. Watch
across
mulCple
services
at
once?
 Y
3. Act

67. AggregaCon
and
Blog
Search
 Google
Blog
Search
–
scouring
blogs
for
keywords
and
offering
RSS
feeds
to
Google
Reader
or
any
other
similar
sotware.
(blogsearch.google.com)
State
of
the
art
discovery
is
a
beauCful
thing.
 FriendFeed
–
Search
across
blogs,
TwiKer,
Flickr
and
50
other
social
services,
including
naCve
comments,
posts. Why
just
look
in
one
place
when
(www.friendfeed.com/search)
you
can
try
many
at
once?

68. You
Control
the
Volume
 Have
You
Ever
Said…
• Every
Cme
I
log
in
to
Google
Reader
I
have
1,000+
items
to
read?
• Do
you
have
any
idea
how
many
unread
e-­‐mails
I
have
in
my
in
box?
Want
more
data?
• I
am
so
far
behind
in
reading
everybody’s
Tweets!
Just
turn
it
up.
Want
less?
Up
to
you.
• How
did
I
get
on
this
e-­‐mail
list?
I
didn’t
subscribe!
• By
the
Cme
I
finish
an
e-­‐mail,
I
have
three
new
ones!
It
is
100%
your
fault.
So
let’s
fix
it.

69. You
Control
the
Volume
 Who
Created
This
Mess?
• Did
somebody
else
sign
up
to
all
those
RSS
feeds?
• Wasn’t
it
you
who
put
yourself
on
that
list,
or
started
that
e-­‐mail
chain?
• Didn’t
you
choose
to
follow
those
people
on
TwiKer
and
FriendFeed?
Want
more
data?
Just
turn
it
up.
Want
less?
Up
to
you.
 You
Can
Turn
Down
the
Noise
• Unsubscribe
from
lists.
• Reduce
e-­‐mail
in
by
reducing
e-­‐mail
out.
• Remove
less
relevant
feeds
in
favor
of
search.
• Leverage
recommendaCons
from
friends
or
from
aggregaCon
sites
that
filter
for
you.
• Skim
like
mad.

70. Climbing
the
Mountain
of
Data
 I
Didn’t
Say
Unsubscribe
from
Everything…
• RSS
feeds
can
be
the
fastest
way
to
find
what
your
peers
and
prospects
are
talking
about.
• Find
the
trusted
ones
in
your
market
and
always
be
listening.
ParCcipate
where
it
makes There’s
a
reason
sense.
hard
disk
densiCes
are
increasing
rapidly.
 But
You
Don’t
Need
to
Read
Every
Word
• Learn
who
the
authors
are.
Are
they
friends
or It
is
possible
to
foes?
Could
they
be
future
customers?
read
hundreds
• Speed
read
and
get
your
Cme
back.
Read of
blog
posts
a
day
headlines,
skim
the
first
few
paragraphs
and and
not
die.
move
on
if
it’s
not
100%
relevant.

71. Not
All
Data
Is
Equal
 Do
you
treat
e-­‐mail
from
your
boss
the
same
way
as
your
spouse
or
vendor
or
subordinate?
• Why
don’t
you?
1. Influence
2. Impact
Weigh
the
impact
and
visibility
of
the
data
 Not
every
blog,
Tweet
or
e-­‐mail
is
equal
as
you
go.
• People
have
accrued
and
earned
influence
and
impact
in
their
own
micro-­‐communiCes.
• You
don’t
need
to
read
every
single
feed,
blog, 1. Who?
tweet
or
e-­‐mail
to
be
an
informaCon
ninja.
2. Why?
• Learn
to
prioriCze,
filter
and
leverage
trusted
3. What?
discovery
tools.
• Don’t
be
afraid
to
unsubscribe
if
signal
decreases.

72. Solve
The
Puzzle
 “InformaCon
Overload”
is
caused
by:
• Trying
to
not
miss
a
thing,
and
not
relying
on
sotware
that
can
be
your
aid.
• Not
being
able
to
anCcipate
influence,
and
therefore
erring
by
seeing
all.
The
new
world
of
media
and
markeCng
can
fit
together
seamlessly
 You
Hold
the
Key
• Increase
the
quality
of
your
data
by
increasing
the
quality
of
your
sources.
Eliminate
junk.
Find
the
right
• Use
smart
filtering,
search
tools
to
find
you
the data
fast,
and
right
data
at
the
right
Cme
in
the
right
place.
you
beat
the
• Own
your
data.
Own
your
process.
compeCCon
cold.

73. Oversharing
and
Transparency

74. What
Is
Oversharing?
74

75. Transparency
Is
Good:
With
Limits
• Know
What
Data
Goes
Where
– Not
every
social
network
has
the
same
community.
As
you
make
updates,
understand
where
they
will
end
up.
– Be
cognizant
of
appearing
too
busy
or
“loud”.
• Your
Shares,
Stream
Reflect
You
– If
your
blog
is
your
new
brand,
then
your
social
media
acCvity
is
your
new
resume.
Be
sure
that
what
you
do
puts
you
in
a
good
light.
• Think
before
you
Tweet
– “What
are
You
Doing”
doesn’t
mean
you
have
to
actually
tell
us.
75

76. Managing
Your
Data
Flow

77. The
Social
Data
Explosion
 The
growing
number
of
social
sites
enables
users
to
rapidly
share
text,
images
and
video
to
interested
friends
and
followers
around
the
world
 Social
networks,
including
Facebook,
LinkedIn,
Plaxo,
TwiKer
and
FriendFeed
can
operate
both
as
the
desCnaCons
for
new
data
or
as
transmiKers
to
other
sites
77

78. The
Social
Data
Impact
 The
ease
of
data
creaCon
and
distribuCon
can
create
conflicts
of
choice
as
to
the
‘best’
way
to
send
updates
from
one
network
to
another
 Comments
and
other
social
acCvity
can
occur
in
mulCple
locaCons
with
differing
social
networks
and
friend
circles
78

79. Confusion
And
Complexity
• One
Approach:
Send
All
Data
to
All
Places
– Spawning
duplicaCon
– Mixing
social
circles
(e.g.
pro
vs.
casual)
– Missing
downstream
conversaCons,
acCvity
– Appearing
disjointed
and
uninvolved,
leading
to
resentment
79

80. SelecCvely
Manage
Your
Data
• Choose
what
updates
are
most
appropriate
for
which
desCnaCons
where
you
parCcipate
– You
may
want
your
YouTube
and
Flickr
updates
on
Facebook,
but
not
on
LinkedIn
or
Plaxo
– You
may
want
your
TwiKer
updates
on
FriendFeed,
but
not
on
Facebook
• Choose
the
major
tools
to
help
distribute
– For
blogs,
this
is
typically
RSS
– FriendFeed
can
leverage
TwiKer,
based
on
your
account
preferences
80

81. Data
Flow:
Blogging
• Publish
once,
land
in
mulCple
places
– RSS
sends
to
feed
readers,
like
Google
Reader,
in
full
text
– Headlines
or
excerpts
can
be
sent
to
social
networks,
like
FriendFeed,
Socialmedian
– You
can
also
use
tools
to
send
headlines
and
links
to
TwiKer

82. Data
Flow:
TwiKer
• Microupdate,
Mega
Reach
– TwiKer,
IdenCca
and
other
microupdate
services
can
be
sent
to
aggregaCon
networks,
like
FriendFeed
and
Plaxo
– TwiKer
messages
can
also
update
your
status
on
Facebook
and
LinkedIn

83. Data
Flow:
FriendFeed
• 57
Supported
Services
– FriendFeed
can
import
updates
from
all
around
the
Web
– Most
users
are
only
acCve
on
a
dozen
or
so,
but
the
opCon
is
available
to
add
many
more
– This
leaves
potenCal
for
duplicaCon
of
data
if
not
managed
well
hKp://friendfeed.com/user/services

84. Data
Flow:
FriendFeed
• A
Strong
Data
Conduit
– FriendFeed
can
send
as
much
or
as
liKle
data
to
TwiKer
as
users
select
– Manage
the
data
distribuCon
by
choosing
some
services
to
send,
while
not
including
others
– Too
much
syndicaCon
can
lead
to
flooding
of
TwiKer,
annoying
followers
– Don’t
create
a
data
loop!
hKp://friendfeed.com/se|ngs/posCng

85. My Social Media Data Flow
Leveraging
RSS,
I
send
my
blog
posts
to
subscribers
on
RSS
readers
and
in
e-­‐mail
by
FeedBlitz.
I
trust
FriendFeed
to
distribute
select
sites
to
TwiKer,
which
in
turn,
updates
Facebook.
This
soluCon
makes
FriendFeed
the
foundaCon
and
conduit,
while
not
drowning
TwiKer
followers
in
too
many
updates.

86. Social
Media
Data
Flow:
Example
1) I
Bookmark
an
Item
in
Delicious
2) FriendFeed
notes
it,
and
adds
it
to
my
feed
3) FriendFeed
sends
it
to
TwiKer
4) TwiKer
sends
it
to
Facebook

87. Don’t
Forget
to
ParCcipate
 Social
networks
expect
you
to
listen
and
parCcipate,
not
just
broadcasCng.
Be
sure
you
are
tuned
in
to
conversaCons
on
Facebook,
FriendFeed,
TwiKer
and
Socialmedian
about
your
content,
and
respond
as
you
are
able
 Search
tools
in
FriendFeed
and
TwiKer
aid
discovery.
Tools
like
BackType
and
TweetBeep
can
help
provide
e-­‐mail
alerts.
Facebook
e-­‐mails
you
if
there
is
acCvity
on
your
stream.

88. Follow
Me

89. Resources
• BackType:
hKp://www.backtype.com
• Ecademy
hKp://www.ecademy.com
• Facebook:
hKp://www.facebook.com
• FeedBurner:
hKp://www.feedburner.com
• FriendFeed:
hKp://www.friendfeed.com
• Google
Reader:
hKp://www.google.com/reader
• Lazyfeed:
hKp://www.lazyfeed.com
• LinkedIn:
hKp://www.linkedin.com
• Plaxo:
hKp://www.plaxo.com
• Social
Median:
hKp://www.socialmedian.com
• SocialToo:
hKp://www.socialtoo.com
• TechnoraC:
hKp://www.technoraC.com
• TweetBeep:
hKp://www.tweetbeep.com
• TwiKer:
hKp://www.twiKer.com

90. Where
to
Find
Me
• Blog:
hKp://www.louisgray.com
• BackType:
hKp://www.backtype.com/louisgray
• Ecademy:
hKp://www.ecademy.com/account.php?id=468366
• Facebook:
hKp://www.facebook.com/louisgray
• Friendfeed:
hKp://www.friendfeed.com/louisgray
• LinkedIn:
hKp://www.linkedin.com/in/louisgray
• Social
Median:
hKp://www.socialmedian.com/louisgray
• TwiKer:
hKp://www.twiKer.com/louisgray

91. Thank
you