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Stop the Propaganda and Start Talking

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Presentation for Joomla Chicago user group discussing the benefits of marketing and communication with social media tools. Brief history and myths are discussed initially prior to examining a mock case study for a self-run social media campaign. Remove the hierarchy, remove the middle men, and just start learning about yourself and others.

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  1. Slide 1: Stop the Propaganda AND Start Talking A 2008 Angelos Production
  2. Slide 2: The Word on Andy Angelos He started working for media focused technology startups in 2006. He refers to his occupation as Information Zealotry, which makes him the world’s first Information Zealot. Since 2006, he has launched several publications and contributed to leading blogs like Mashable, CenterNetworks, and NewAssignment.Net. He is currently a consultant for Zocalo Group – a Digital Word of Mouth Agency located in Chicago, IL, Planet Earth. Contact him at andy.angelos@gmail.com Angelos 2008 2
  3. Slide 3: Frustration with Telephone Game “In our society, he who thinks can no longer act for himself; he must act through the agency of others, and in many cases he cannot act at all.” – Jacques Ellul in Propaganda (1973) Angelos 2008 3
  4. Slide 4: Managing the Telephone Game Messaging Corporation “Creative” Agencies Where is the participation? Angelos 2008 4
  5. Slide 5: The Promise of Web 2.0 “Get out of the way so internetworked employees can converse directly with internetworked markets. The result will be a new kind of conversation. And it will be the most exciting conversation business has ever engaged in.” - Cluetrain Manifesto (1999) Angelos 2008 5
  6. Slide 6: The Highly Linked Crowd of Everybody Idealism surrounding the Web 2.0 revolution ignores the development of large crowds. The “if you build it” mentality is still pervasive nine years after the cluetrain arrived. Angelos 2008 6
  7. Slide 7: It Does NOT take a Nation of Millions Google told businesses to care about pageviews. Google is a billion dollar media company. Businesses listen to Google. Businesses give Google money to talk to their customers. Social Networking, Blogs, Microblogging, etc – this culture of sharing – is based not on the ability to share with millions but the ease of connecting quickly and remotely with small, passionate groups. Angelos 2008 7
  8. Slide 8: crowdsourcing microblogging social bookmarking live events social networks wikis alternate reality games widgets How can you ride the social media train? podcasting blogging virtual worlds online video RSS life-streaming photo sharing Angelos 2008 8
  9. Slide 9: Mismanaged Media Companies have employees. Companies have marketing teams. Combine the two and allow employees to market through social media. Angelos 2008 9
  10. Slide 10: How Can Social Media Assist: A Mock Market Steve’s Solar Tubes Steve recently launched an Putting the Fun in Sun Since 2008. Evacuated Solar Tube startup in Chicago, IL. Currently, the company has 35 employees – with twenty staff members dedicated to research, manufacturing and installation. How can Steve optimize the remaining 15 employees (sales and administrative) for marketing? Angelos 2008 10
  11. Slide 11: Consistency: A Mock Market Steve and his employees can participate in social media by learning four simple components for the desired platform. • Etiquette • Identification • Conversation • Measurement Angelos 2008 11
  12. Slide 12: Etiquette: A Mock Market “Subject: Meeting today” “U still on for this evening?” “Roger” “Dear Sir or Madam” “Over and Out” “Yours Truly” “Hello, Andy speaking” “I’m eating dinner” Angelos 2008 12
  13. Slide 13: Etiquette: A Mock Market @ = signals reply to thread DM = direct message for private info RT = Acknowledgement of reuse # = Hashtag for tagging posts Follow = Decision to receive content Angelos 2008 13
  14. Slide 14: Etiquette: A Mock Market Friend = I know this person Poke = Saying hello without words Wall = Acknowledgement of reuse Privacy = Controlling your presence Status = What I am doing Events = Organizing my network Angelos 2008 14
  15. Slide 15: Etiquette: A Mock Market Identify optimal contact times through usage monitoring sites like Tweet Stats. For example, I am most available via Twitter Monday evenings around 8 pm. Angelos 2008 15
  16. Slide 16: Location: A Mock Market Twitter Search Icerocket Social Media Search Twing Forum Search Engine Blinx Video Search Angelos 2008 16
  17. Slide 17: Location: A Mock Market Google Insights for Search • Regional Search Habits • Preferred Search Terms • Rising and Falling Search Terms Angelos 2008 17
  18. Slide 18: Conversation: A Mock Market Rich media allows for exploration prior to joining discussion Angelos 2008 18
  19. Slide 19: Conversation: A Mock Market Research Identify Respond Angelos 2008 19
  20. Slide 20: Measurement: A Mock Market Monitor Engagement through tracking condensed URLS or depth of conversation. Define ratios for Twitter habits • How much do you share? • How much do you collaborate? • How much do you chatter? • Followers vs. Following Angelos 2008 20
  21. Slide 21: The Angelos Methodology IGNORE THE NORM MAKE IT PERSONAL AND PARTICIPATE Angelos 2008 21
  22. Slide 22: Make Yourself Ubiquitous YOU Maintain your personality in multiple locations Angelos 2008 22
  23. Slide 23: Manage Your Ubiquity Comments, Posts, Alerts, Feeds, News, Search Phrases, Blogs, Forums Angelos 2008 23
  24. Slide 24: Conclusions Conversation through social media (and in the real world) is like constructing a quilt. SO REMEMBER: The ideology of originality is arrogant and wasteful The pleasure of recognition warms us on cold nights and cools us in hot summers Visit http://andyangelos.com for contact and additional information. Angelos 2008 24
  25. Slide 25: Measuring Social Media Campaigns By establishing a Digital Footprint Index™ for measurement, progress with large scale Social Media campaigns becomes visible. Height: Measure the overall volume of content (both static and kinetic) concerning your brand Width: Capture the availability of content on social media outlets designed for sharing Depth: Examine the relevancy of existing content based on the appearance and sentiment of brand keywords Angelos 2008 25
  26. Slide 26: Best Practices Appendix Big Brands & Facebook Forrester 2007 24 Ways to Market Your Brand Inside Facebook Facebook Group And Brand Page Best Practices Social Media Explorer The Facebook Marketing Toolbox Inside CRM Angelos 2008 26
  27. Slide 27: Best Practices Appendix Use Twitter for your Business the Right Way TwiTip from Darren Rowse 16 Examples of Huge Brands Using Twitter Search Engine Journal 101 Twitter Resources Traffikd: Social Media & Internet Marketing Blog How To Use Twitter, a Company’s Rulebook Flack Me Angelos 2008 27
  28. Slide 28: Best Practices Appendix Online Video The Secret Strategies Behind Many “Viral” Videos TechCrunch Unruly Media Case Studies Unruly Media Lifecasting 101 qiklife: The Lifecasting Community Angelos 2008 28

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