The Business Face of Social Networking

How Online Communities Can Affect Your Business
Max Haroon, president Society of Internet Professionals (SIP) & Alexa Clark, Managing Partner Plethora Press

Sept. 2008 ©

SIP

Description
Social networking has revolutionized the way we communicate and share information with one another in today's society. Various social networking websites are being used by millions of people everyday on a regular basis and it now seems that social networking is a part of everyday personal and business lives.

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1. Introduction
From Web 1.0 to Web 2.0 What and Why of Social Networking Sites

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Advancing from Web 1.0 to Web 2.0

Static Websites: Web 1.0

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Advancing from Web 1.0 to Web 2.0

Websites: Web 2.0

Dynamic & Interactive

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Web 2.0 Platforms
Social Networking Sites & Social Book Marking Sites Blogging Collaboration/Wiki RSS Podcasting Interactive Communication

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Examples of Some Web 2.0 Websites

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Examples of Some Web 2.0 Websites

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“Man is a Social Animal”
Aristotle

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Social Networking Sites fulfills all and more …

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What is a Social Networking Site? “It provides people the power to share and make the world more open and connected”
Mark Zuckerberg, Facebook

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Why are we attracted?

• Visibility

–Profile

• Connections – links • Groups – facilitate discovery or creation of “ties” • Communicate – Chat, conferencing, • Share – photos/video/audio, files, newsfeeds, bookmarks,

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Examples of Some Social Networking Websites

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Types of Social Networking Sites
Personal
Professional Business-Oriented Socially-Oriented Bookmarks Sharing

Corporate
Public but privately-owned. Private
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2. Leveraging Social Networking For Business

Sept. 2008 ©

Alexa Clark

The Power of Social Networking
• • • • People Community Conversations Relationships

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How Connected Are You?

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Where Are You Connected?

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What Industries Can You Reach?

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“In every business people are less and less able to differentiate themselves on product. So you have one of two options: differentiate on price or relationship.” Anthony Lye, Senior VP, Relationship Management Software,Oracle

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What Social Networking Can Do FOR Your Business

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Social Networking is Great For…
• • • • Recruiting & Hiring Business Development Collaboration Reputation Management

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Recruiting & Hiring
• • • • Spreading the Word Employee Referrals Prescreening Background checks Targeting future employees & Building Relationship

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Who’s Using It?

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Business Development
• • • • Visibility & Awareness Brand Building & Marketing Lead Generation & Prospecting Promotion

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Example: TD Money Lounge

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Collaboration
Foster innovation through team & customer collaboration • Internal & external • Impromptu Consultation & Problem solving

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Example: Idea Storm

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Example: My Starbucks Idea

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Introducing… Breakfast Sandwiches

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Collaboration - Team
Foster innovation through team & customer collaboration • Collaborative Working spaces • Development teams • Shared working space • Problem solving

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Reputation Management
• Monitor & Participate in Conversations • Build direct relationships through conversation with your clients & customers • Responsiveness & flexibility • Enable advocates to speak for you.
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Reputation Management
“It was about whose advertiser told the best story, these days it’s about whose customer tells the best story”.
Douglas Rushkoff

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What Social Networking Can Do TO Your Business

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WoM isn’t always good

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Social Networking Exposes
• • • • Bad decisions Criticism Pissed off employees Pissed of clients

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Who Is The Face Of Your Business?
In Social Networking, every employee becomes the face of your business. This guy and… … this guy.

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Loss of Productivity/Security
• Goofing off • Noise-to-signal ratio • Public Conversations about Private Topics

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Using Social Networks

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Alexa Clark

Chosing The Right Sandbox

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Who Do You Want To Reach?

Réseaux sociaux : des audiences différentes selon les continents LEMONDE.FR | 14.01.08

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Things To Consider First
• Commitment – time, money, resources • Objective • Strategy • What do you bring to the community?

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Rules of the Game
• Community before commerce • Credibility through authenticity • Be a part of the community

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Consider
• The balance between authenticity and professionalism • Links to your business & professional activities (personal can come later if you want)

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Everything you do is permanent

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Summary

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Ideas
• Social Capital: Value of Social networks

• Social Graph: Global mapping of everybody and how they're related on Social Networking Sites • Six Degree of Separation

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Three Degree of Separation

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Hierarchical Vs Organic Structures
Courtesy of the Network Roundtable (www.networkroundtable.org)

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Summary
Using Social Networking Sites for Career/Business

• Create a Good (Impressive) Profile • Maintain & Update Public Profile and Private Profile • Expand Your Group/Network

.

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Summary
Using Social Networking Sites for Career/Business •

Use Email Signature • Get and Give References

.

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Summary
Using Social Networking Sites for Career/Business

• Promote Yourself and Your Organization • Humanizing our Connections

.

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Summary
What do you think is the best development of 20th Century?

.

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Summary
What do you think is the best development of 21st Century?

.

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Resources

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Resources from SIP Web site (now open to all)
Web 2.0, Wiki and Social Networking http://sipgroup.org/resources/wiki.htm Resource Directory http://sipgroup.org/resources.html Friends of Heart – A meetup group http://liferepattern.meetup.com/28/ Articles and presentations related to SIP are available at: http://www.sipgroup.org/resources/docs.html Bookmarks of Useful Webpages of SIP Webpages http://sipgroup.org/resources/bookmarks.html

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Max Haroon, President, SIP

http://www.sipgroup.org http://liferepattern.meetup.com/28/ http://www.openstreamdesign.com/ max@sipgroup.org Phone:(416) 891-4937

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Alexa Clark, Managing Partner Plethora Press
Plethora Press – plethorapress.com Toronto – CheapEatsToronto.com & CETOblog.com Ottawa – CheapEatsOttawa.com & CEOTblog.com Blogging on: One Degree – onedegree.ca/alexa_clark Mini Book Expo – minibookexpo.com You can find Alexa being social on: LinkedIn, Facebook & Twitter – twitter.com/alexaclark Flickr – flickr.com/photos/lexnger lex@plethorapress.com

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