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Topics in
Technology and Marketing
Web 3.0: Social Media
The Third Wave
Web 1.0
Web 2.0
Web 3.0
“Digital Billboard”
“Digital Direct Mail”
“Digital Conversation”
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Static content
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Dynamic content
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Content creation
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Passive consumption
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Interactive
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Interactive
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Unidirectional messaging
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Unidirectional messaging
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Undifferentiated content
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Personalized content
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Techies Only
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HTML
Mostly Techies
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PHP (variable content)
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CSS (formatting)
Javascript (browser
control)
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MySQL (database)
Some CMS (content
management systems)
Original content
Anyone
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Multi-directional
messaging
Social media platforms
4 characteristics
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Inclusive – anyone, anywhere can:
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Create content
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Share content
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Participate
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Intuitive platforms - no tech skills required
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Accessible – password protected content is rare
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Feature-rich – platforms enable feedback, voting, comments
and sharing information
Free
Interact with content and other participants
Always changing – frequently updated
4 characteristics
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Unrestricted – content and interaction cannot be
controlled
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Any ability to lead the conversation derives from the
authority the community has bestowed
Authority – respect – is earned through participation
and demonstrated expertise
Passionate - communities form around sharing a
substantial interest in a common topic
Social media field guide
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9 basic species of social media
Social networks - allow people to build personal
web pages and then connect with friends to share
content and communication
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Blogs - online journals, with the most recent
entries appearing first
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LinkedIn, Facebook
Wordpress, Blogger
Wikis – web pages that people can add to or
edit, acting as a communal document or database
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Wikipedia, AboutUs
Social media field guide
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Podcast – recorded audio and video files
available by subscription, through services like
Apple iTunes
Livecasts – live audio and video “shows”
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Review sites – platforms dedicated to allowing
customers to provide product/services/business
reviews
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uStream.tv, Justin.tv, Skype
Epinions, Yelp
Forums – support online discussion, often around
specific topics and interests
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Yahoo! Answers
Social media field guide
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Content communities - communities which organize
and share particular kinds of content
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Flickr, Digg, YouTube, Scribd, Pinterest
Microblogs - social networking combined with
bite-sized blogging, where small amounts of
content (“updates”) are published
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Twitter, Identica
Citizen Kane is rolling in his grave
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“Freedom of the press
is limited to those
who own one.”
A. J. Liebling (1904 – 1963)
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Not any more!
Today anyone can:
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Create content
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Distribute content
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Monetize content
Citizen Kane is rolling in his grave
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Today everyone is a media participant
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World no longer divided between producers and consumers
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“Arab Spring”, anyone?
There's a place for everyone
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Communities defined by common interests, not geography
Influence and authority can be earned by
anyone:
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With knowledge
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Willing to create content
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Willing to share content
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Willing to participate
A little about LinkedIn
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LinkedIn is a social network for professionals
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Facebook for adults
3 basic features
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Build a network of professional colleagues
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Find and interact with other professionals
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Allow yourself to be found
Nothing to it – right?
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Complete your profile
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Invite those you know to connect
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Accept invitations from others
What makes LinkedIn special?
Visibility into others' networks
What makes LinkedIn special?
The power of exponential network growth
Adds 40 to network
8
24
What makes LinkedIn special?
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The power of exponential network growth
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My LinkedIn network
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1st Degree connections: 1,064
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2nd Degree connections: 450,200+
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3rd Degree connections: 10,521,900+
Connecting with me gets you visibility to
450,200+ professionals...
What makes LinkedIn special?
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Search for:
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People
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Companies
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Groups
Answers
A bit about Twitter
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Twitter is a micro-blog
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140 character posts
4 basic features
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Post: share content with your network (followers)
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#hashtags: #topic descriptions to make it easier for Twitter
users to find your post via search (e.g. #Social_Media)
Mentions: including another's Twitter handle in your post
(@JoeBlough)
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@JoeBlough will be able to see that he has been mentioned, and read
your post
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RT: share others' posts with your network
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DM: communicate 1:1 with a follower
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Lists: assign followers to custom groups
A bit about Twitter
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Nothing to it – right?
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Complete your profile
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Invite those you know to connect
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Accept invitations from others
What makes Twitter special?
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The power of Twitter is its ability to quickly
and easily syndicate content to vast numbers of
followers
The strength of a Twitter user is based on the
size and quality of their network
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Size: number of 1st degree followers (actual reach)
Quality: number of 2nd degree followers (potential reach)
+ level of network activity
The size and quality of a network is related to
the amount and quality of content posted
What makes Twitter special?
The power of exponential network growth
50
80
1st degree followers: 4
2nd degree followers: 400
1400
1st degree followers: 5
2nd degree followers: 1800
30
240
How to Twitter
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Know your objective
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DO NOT mix professional and personal
Create a profile consistent with the objective
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Twitter handle (@UserName)
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Bio, photo, and web links
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Follow others consistent with the objective
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Post regularly and consistent with the objective
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Original ideas and comments
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Curation
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Links to articles, etc.
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Selective RTs
Be selective
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I don't follow everyone who follows me
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You shouldn't either
Quickly scan their profile to determine:
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Is their profile consistent with your objective?
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WIIFM?
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Do they have a robust network?
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Does their content provide value?
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Are they active on a regular basis?
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Do they “play nice”? (e.g. RT, mention, etc.)
Why I won't follow you on Twitter
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Profile problems
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Inappropriate handle – please...
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Photo
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No photo – seriously? not even an avatar?
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Inappropriate photo – please...
Bio
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No bio – are you lazy or just boring?
Arrogant, self-absorbed bio (e.g. “guru”) - I try not to
befriend jerks
Inappropriate bio – please...
Bio containing the words: “MLM”, “guaranteed”, “at-home
business”, “get rich quick”, etc. - thanks, but no thanks
Too many links/broken links – that's sloppy
Why I won't follow you on Twitter
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Vital Stats Problems
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Few or no Tweets – why follow someone with nothing to
say?
Following too many – following 18,531? seriously?
Following many, with few followers – promiscuity doesn't
lead to popularity
Many followers, but following few – WIIFM, Ms. Stuck-up?
Skewed following demographics – you only follow women
with attractive bio photos, and you're a guy? creepy...
Why I won't follow you on Twitter
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Tweeting Problems
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Few or no/infrequent Tweets – you're a taker, not a
giver...
Too many/too frequent Tweets – I'm not THAT into you...
Tweets not consistent with bio - your bio says you are a
“thinker”, but your Tweets are random, inane ramblings
on your life; I don't have time for this...
Tweets contain phrases like “Want to earn $3,000 per
week in your pajamas?” - I can only imagine...
You are an egomaniac who only Tweets about themselves –
are you really “all that”?
You are a company and ALL of your posts are links to
press releases or requests to vote for you in the Shorty
(or similar) Awards – WIIFM?
Why I won't follow you on Twitter
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Tweeting Problems (continued)
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You use an auto-feed to spew quotations and snippets of
“wisdom” every hour on the hour – I don't hang out with
robots...
Your Tweets are a black hole of negativity, sucking
light, life and joy out of the universe – my life is bad
enough without having to hear how much you hate yours...
Your Tweets are inappropriate – sorry, your Tweets are
not consistent with my objectives and online brand...
You have protected your updates – why are you making it
difficult for me to follow you?
Questions?