A beginner social networking guide.

1. Develop your 10 Step Action Plan for Social Marketing
Success!!
Training and Development
©Yolanda Williams, 2010

2. Purpose
To assess the hidden value - and priceless potential –
social media and how it can make a difference in
business.

3. Objectives
At the end of this 3 hr session, each participant will be
able to:
Describe a social network
Differentiate between communication and authority
social networks
Choose a social network and deploy an action plan for
its usage.

4. Course
This course includes:
Classroom – Based Lessons
A short test at the end of each lesson
A hands on activity to further examine aspects of
social networks
A quick reference of websites to help further your
study and investigation of social networks

5. Agenda
Ask the Experts: Pros vs. Con
Socialnomics
Join the Revolution
Impact of Social Networks
Community Network
Authority Networks
Bridging Authority and Community for Marketing
Success
Social Network Examples
10 Step Action Plan

6. ONE - TWO – BREAK ON 3
ONE - TWO – BREAK ON 3
BREAK INTO TEAMS OF 3 AND DISCUSS WHAT
YOU WOULD LIKE TO GAIN FROM THE CLASS
THEN WRITE THEM ON THE LARGE POSTER
PADS.

7. Pop Quiz
DISCUSS WHAT IS SOCIAL MEDIA THE IMPACT
OF SOCIAL MEDIA ON MARKETING

8. Media vs Network
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.
SOCIAL NETWORK is a web-based service that provides
ways for users to interact, such as file sharing, blogging,
and discussion groups, to build communities of people
who have common interests. Locations on the Internet
where individuals can contact other individuals, share
information, join groups, promote their businesses, etc.

9. Ask the Experts: Pro and Con
In his 2006 book, The Wealth of Networks: How Social
Production Transforms Markets and Freedom,
Yochai Benkler analyzed many of these distinctions
and their implications in terms of both economics
and political liberty. However, Benkler, like many
academics, uses the neologism network economy or
"network information economy" to describe the
underlying economic, social, and technological
characteristics of what has come to be known as
"social media".

10. Ask the Experts2: Pro and Con
Andrew Keen criticizes social media in his book
The Cult of the Amateur, writing, "Out of this anarchy,
it suddenly became clear that what was governing the
infinite monkeys now inputting away on the Internet
was the law of digital Darwinism, the survival of the
loudest and most opinionated. Under these rules, the
only way to intellectually prevail is by infinite
filibustering."[2]

11. Socialnomics
Social Media Revolution: Is social media a fad? Or is it
the biggest shift since the Industrial Revolution?
YouTube - Social Media Revolution

12. Join the Revolution
There are various statistics that account for social media usage and
effectiveness for individuals worldwide. Some of the most recent
statistics are as follows:
Social networking now accounts for 22% of all time spent online in the
US.[3]
A total of 234 million people age 13 and older in the U.S. used mobile
devices in December 2009.[4]
Twitter processed more than one billion tweets in December 2009 and
averages almost 40 million tweets per day.[5]
Over 25% of U.S. internet page views occurred at one of the top social
networking sites in December 2009, up from 13.8% a year before.[6]
Australia has some of the highest social media usage statistics in the
world. In terms of Facebook use Australia ranks highest with almost 9
hours per month from over 9 million users.[7][8]

13. Pop Quiz
HAVE ANY OF YOU EXPERIENCED THE IMPACT
OF SOCIAL MEDIA?
WHAT IS YOUR EXPOSURE?

14. Impact of Social Networks
Reach - both industrial and social media technologies
provide scale and enable anyone to reach a global
audience.
Accessibility - the means of production for industrial
media are typically owned privately or by
government; social media tools are generally available
to anyone at little or no cost.
Usability - industrial media production typically
requires specialized skills and training. Most social
media does not, or in some cases reinvent skills, so
anyone can operate the means of production.

15. Impact of Social Networks 2
Recency - the time lag between communications
produced by industrial media can be long (days, weeks, or
even months) compared to social media (which can be
capable of virtually instantaneous responses; only the
participants determine any delay in response). As
industrial media are currently adopting social media tools,
this feature may well not be distinctive anymore in some
time.
Permanence - industrial media, once created, cannot be
altered (once a magazine article is printed and distributed
changes cannot be made to that same article) whereas
social media can be altered almost instantaneously by
comments or editing.

16. Community Networks
Community media constitute an interesting hybrid of
industrial and social media. Though community-
owned, some community radios, TV and newspapers
are run by professionals and some by amateurs. They
use both social and industrial media frameworks.

17. Authority Networks
One of the key components in successful social media
marketing implementation is building "social
authority". Social authority is developed when an
individual or organization establishes themselves as
an "expert" in their given field or area, thereby
becoming an "influencer" in that field or area. [9]

18. Bridging Authority and Community
for Marketing Success
It is through this process of "building social
authority" that social media becomes effective. That is
why one of the foundational concepts in social media
has become that you cannot completely control your
message through social media but rather you can
simply begin to participate in the "conversation" in
the hopes that you can become a relevant influence in
that conversation

19. Communication Networks
Blogs: Blogger, ExpressionEngine, LiveJournal,
Open Diary, TypePad, Vox, WordPress, Xanga
Microblogging: FMyLife, Foursquare, Jaiku, Plurk,
Posterous, Tumblr, Twitter, Qaiku, Yammer, Google Buzz
Location-based social networks: Foursquare, Gowalla,
Facebook places, The Hotlist
Social networking: ASmallWorld,Cyworld, Facebook,
Hi5, LinkedIn, MySpace, Orkut, Tagged, XING
Events: Eventful, The Hotlist, Meetup.com, Upcoming
Information Aggregators: Netvibes, Twine (website)
Online Advocacy and Fundraising: Causes, Kickstarter

20. Social Authority Networks
Collaboration/authority building
Wikis: PBworks, Wetpaint, Wikia, Wikimedia
Social bookmarking (or social tagging):[16]
CiteULike,
Delicious, Diigo, Google Reader, StumbleUpon, folkd
Social news: Digg, Mixx, NowPublic, Reddit, Newsvine,
MyWeboo
Social navigation: Trapster, Waze [17]
Content Management Systems: Wordpress
Document Managing and Editing Tools: Google Docs,
Syncplicity, Docs.com, Dropbox

21. Multimedia Networks
Photography and art sharing: deviantArt, Flickr,
Photobucket, Picasa, SmugMug, Zooomr,
BetweenCreation
Video sharing: sevenload, Viddler, Vimeo, YouTube,
Dailymotion, Metacafe, Nico Nico Douga, Openfilm,
TubeMogul
Livecasting: Justin.tv, Livestream, OpenCU, Skype,
Stickam, Ustream
Music and audio sharing: ccMixter, Pandora Radio,
Last.fm, MySpace Music, ReverbNation.com,
ShareTheMusic, The Hype Machine
Presentation sharing: scribd, SlideShare

22. Pop Quiz
POP QUIZ: WHAT TYPES OF SOCIAL MEDIA
NETWORKS WOULD HELP GROW YOUR
BUSINESS?

23. Develop Your Action Plan!
Ten ways to get started with Social Networking.
1) Read 10 blogs - sign-up for a Bloglines account and search
for and subscribe to 10 blogs about social networking - you
can return daily to your page on Bloglines to find and read
all the new content on your 10. Of course you can add
blogs about your industry and interests here too.
2) Comment on 10 blogs - posting relevant comments to
blogs you read is a very simple form of social networking.
It's also a good way to get some extra visitors your site or
blog.

24. Develop Your Action Plan!
3) Join Facebook - Join and create a profile. Find and
friend some of your existing contacts using tools on
Facebook. You'll be surprised how many people you
already know have Facebook accounts.
Facebook has some real value for you because of the
rich set of tools and large amount of active users. This
is a great place to experiment with how people
interact in social networks.
Once you get your feet wet you may also find that
Facebook is a great way to connect with business
contacts you may never bump into otherwise.

25. Develop Your Action Plan!
4) Create a mySpace page - this service is really embraced
primarily by musicians and the younger set. It also
happens to have a large underbelly contingent so be
warned, but it is a great tool for learning how to build a
presence outside of your web site.
5) Join LinkedIn - this is a service that's been called
Facebook for business. It is really about meeting and
connecting with like-minded business folks. It is a great
service for people looking for a job or to make connections
with people who may be out of reach without an
introduction.

26. Develop Your Action Plan!
6) Visit Ning - this is the largest custom social
networking service that allows you to create your own
community using a variety of tools that can be
branded to match your current site.
7) Create a Workbench profile - this one's a little self-
serving as this is my new social business networking
site but it's a good example of the personalized
business community that's the next wave for small
business.

27. Develop Your Action Plan!
8) Create a Twitter account - this tool is pretty silly on
the surface, it allows you to type in 160 characters or
less what you are doing right now. It feels like a giant
waste of time but a very large and active community
has grown around this kind of micro-blogging and
you should understand how people are using it.
9) Create a StumbledUpon profile - This is a social
network built around discovering and recommending
sites that you like. Active stumblers can send a lot of
traffic your way

28. Develop Your Action Plan!
10) Create a Digg account - this site allows you to
keep up to the minute with what's happening in the
world of business. Users submit and vote on what is
believed to be the most important content.
You might also consider Mixx, Squidoo and Flikr as
places to find and develop niche related communities
when you're ready to really get out there.

29. Onward , Net-ward
Think of mySpace, LinkedIn and Facebook as your
labs - get in there and experiment for the future. then
start planning your own personalized social business
network.

30. Pop Quiz
POP-QUIZ: IF ASKED WHAT WOULD YOU
RECOMMEND AS APART OF YOUR MARKETING
STRATEGY? WHICH ONES WOULD YOU ASK
THAT THE ONLINE MEDIA STRATEGIST
INCLUDE?

31. Questions? / Thank You!