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Social networking
          4
 your business

     Paolo Massa
  SoNet group @ FBK
  http://gnuband.org
Thanks www.wordle.net
Outline

What social networking is

Why shall I care

How strategically

How technologically

Why shall I NOT care

Who did it well
CC From http://www.flickr.com/photos/drachmann/327122302/
Outline

What social networking is

Why shall I care

How strategically

How technologically

Why shall I NOT care

Who did it well
Social Networking 4 your business
Social Networking 4 your business
Identity (put your face!)


Relationships (wanna be my friend?)
Outline

What social networking is

Why shall I care

How strategically

How technologically

Why shall I NOT care

Who did it well
Why shall I
                     care
Cluetrain Manifesto

(2000)

95 theses



www.cluetrain.com
In Italian

http://www.mestierediscrivere.com/testi/Tesi.htm
The cluetrain manifesto

1. Markets are conversations.
The cluetrain manifesto

2. Markets consist of human
 beings, not demographic
 sectors.
The cluetrain manifesto

3. Conversations among human
 beings sound human. They are
 conducted in a human voice.
The cluetrain manifesto

6. The Internet is enabling
 conversations among human
 beings that were simply not
 possible in the era of mass
 media.
The cluetrain manifesto

7. Hyperlinks subvert hierarchy.
The cluetrain manifesto

10. As a result, markets are
 getting smarter, more
 informed, more organized.
 Participation in a networked
 market changes people
 fundamentally.
The cluetrain manifesto

 11. People in networked
 markets have figured out that
 they get far better
 information and support from
 one another than from
 vendors. (...)
The cluetrain manifesto

12. There are no secrets. The
 networked market knows more
 than companies do about their
 own products. And whether the
 news is good or bad, they tell
 everyone.
The cluetrain manifesto

20. Companies need to realize
 their markets are often
 laughing. At them.
The cluetrain manifesto

95. We are waking up and
 linking to each other. We are
 watching. But we are not
 waiting.
The cluetrain manifesto

Summary:
People talk about your
 products.

Join the conversation!

As a human!
Outline

What social networking is

Why shall I care

How strategically

How technologically

Why shall I NOT care

Who did it well
How strategically

1) Listen

2) Engage

3) Monitor
Social Networking 4 your business
Social Networking 4 your business
Listen

Criticisms are ok!
 Don't sue a discontented blogger!
   Google for “Mosaico Arredamenti”

 But engage in a conversation!
   Understand and improve! And
   send presents! ;)
Engage
Be bold!   (you can rethink later...)


“buy my product with 10%
 discount if you blog about it”

“if you follow me on facebook,
 print this, pass in the shop
 and get a present”

“if you twitter about X, ...”

           GO VIRAL!
Go viral!

Better to reach 1000000 with tv
 ad or 1 blogger?

... 1 blogger has at least 15
 readers ...
Power of social
           networks!
1 blogger is read by 15 bloggers

which are read by 15*15 (225)

which are read by ...



And emotionally humanly involved
Give something to
              talk about
Be there with your face (no
 corporate logo)!

Be personal!

Your voice!

Be transparent!
Connect with
            customers
Loyalty, Trust

Especially for Niche markets



It is not direct selling but
 selling as a results of a
 “human” connection
Outline

What social networking is

Why shall I care

How strategically

How technologically

Why shall I NOT care

Who did it well
How technologically

Facebook

Twitter

Blog?

Mashup!
Facebook

www.facebook.com

200,000,000 users!

4000 years spent there daily!

Get a page for your company,
 or product. Put you face!

Join groups!

FREE!
Social Networking 4 your business
Twitter

www.twitter.com

Micro-blogging (140 chars)

25,000,000 users

FREE!
Social Networking 4 your business
Blog?

Longer posts required: do you
 have time?

If yes, get one at blogger.com

FREE!
Homepage as Mashup
Your homepage simply
 aggregates Facebook, Twitter,
 maybe photos from Flickr, ...
 http://lago.typepad.com/zigzag/

Cheap!!!

Always up to date, lively!

Facebook is 2009, NextBigThing
 is 2010, be mashup-ready!
Don't forget

Don't forget

EMAIL!!!

Newsletter, mailing list, ...
Monitor!!!

Monitor and Reply (comment,
 retweet, ...)

Google analytics (from where?)

Google alerts (get a search for
 “your product name” in inbox)

Search.twitter.com and check
 facebook pages and groups!
Outline

What social networking is

Why shall I care

How strategically

How technologically

Why shall I NOT care

Who did it well
Why shall I NOT care

Requires TIME!
Why shall I NOT care

Lose control of your brand?
Why shall I NOT care

Is Web use widespread?



ROI?
Outline

What social networking is

Why shall I care

How strategically

How technologically

Why shall I NOT care

Who did it well
Success examples

Look for inspiration! And
 lessons learned!



Lago

San Lorenzo

Tassullo
Lago.it

Sell Furniture!

Blog, twitter (from makers
 too!), facebook (318 fans),
 flickr, youtube, ...

Appartamento.lago.it (open
 doors! And fun!)
San-lorenzo.com

Sells High quality food (online
 too)

Blog, facebook (99 fans)

Gift products to barcamps ->
 bloggers speak about SL

Keep contact by telephone
 (human voice)
Tassullo.it

Sells Products for building
 construction

Facebook (86 friends, 102
 fans), Linkedin
Conclusions

Social Networking sites is where
 people talk about your
 products.



Being there is (almost) a must!
Social networking 4 your business
Talk at TrentinoSviluppo – 10 June 2009
              Paolo Massa
          SoNet group @ FBK
          http://gnuband.org




Thank you!
QUESTIONS?
These slides (excluded 2 images, see below) are copyright Paolo Massa 2009 and released under

Creative Commons License

Attribution-ShareAlike 2.5

You are free:

    * to copy, distribute, display, and perform the work

    * to make derivative works

    * to make commercial use of the work

Under the following conditions:

Attribution. You must attribute the work in the manner specified by the author or licensor.

Share Alike. If you alter, transform, or build upon this work, you may distribute the resulting work only under a
   license identical to this one.

    * For any reuse or distribution, you must make clear to others the license terms of this work.

    * Any of these conditions can be waived if you get permission from the copyright holder.

Your fair use and other rights are in no way affected by the above.

More info at http://creativecommons.org/licenses/by-sa/2.5/




The images “I love p2p” and “we waited 30 minutes no service” are copyright of their owner and not released
   under Creative Commons. I was not able to find who the copyright holder are, if you are please get in
   contact with me. Thanks!

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