Wednesday, December 17, 2008
Chicago WCS/OMS: Online Social Networking Panel - 12/10/08
Hope Bertrand has been running Windy City Social events in Chicago, combining social and business networking, for about a year. The WCS event for December was co-sponsored by Aaron Kahlow, who runs the Online Marketing Summit. I have been to the OMS in San Diego (the next one is in February), and to the OMS traveling show that came to Navy Pier last summer. The OMS events have been content-rich and case-study oriented, so last Wednesday's WCS/OMS event had a lot of credibility for both its content and Bertrand's ability to attract a crowd -- over 200 people attended the event at the Mid-America Club.
Social networks are growing at a phenomenal rate, and in the Chicago market the focus is on Facebook and LinkedIn, with MySpace running a distant third. More recently, Twitter has been a source of interest. Speaking as an analyst, we see four main business drivers behind the current popularity of social networks: 1) As these media expand, they are generating a large volume of viral links, making them an effective part of Search Engine Optimization programs. In addition to SEO benefits, we see Facebook as a growing referrer to many web sites as people actively use the site. For example, one report shows Facebook adding 600,000 new users a day during the holiday season. 3) Some companies are finding ways to leverage these sites as a marketing channel. For example, Dell has sold over $1M in refurbished and return stock via Twitter, and Barak Obama's presidential victory is attributed to his ability to harness the power of online social networking. 4) Individuals are able to keep in touch with each other with little effort.
Online Social Networking is a new phenomena, and there are very few experts, people with the experience of success -- the lightning strike of a successful viral campaign; the proven ability to measure and adapt to the changes of a new and dynamic interactive environment; and the ability to communicate the opportunity and translate success into a new area. Many people are exploring new paths to success, while others are providing a cartography of the known world of online social networking.
The WCS/OMS event held last Wednesday, December 10, had ample time for social/business networking and offered an interesting panel discussion on Social Media. The panel had local experts and a few who, like Kahlow, were in town for the Search Engine Strategies (SES) conference. Panelists included Jim Jacoby of the Chicago-based agency Manifest Digital; Kevin Ryan, a strategic marketing consultant who writes for MediaPost and Search Engine Watch; Mark Carter, who has been working on a social marketing campaign for savingtheworld.net. All of the panelists had had some success at helping clients engage with their customers and prospects through social networking.
Kahlow started off by identifying things people don't "get" about Social Media -- "I hate it when people who don't know me ask to join my network or be my 'friend'"; "I don't have any contacts"; "What to do on different social networks"; and finally he asked the panel, "What do you think of Twitter?" Ryan, who provided lively humorous commentary throughout the event, described Twitter as "a parade of banalities." While some companies are using it as "a solid part of their marketing" programs, his opinion is that Twitter is small, untested, and somewhat unreliable.
"How can you really use LinkedIn, beyond collecting names? How can you really get to network with people?" Jim Jacoby responded that you can engage in LinkedIn's Q&A forums and request introductions to people in your contacts' networks.
Responding to a question on the role of Facebook, Carter said that on all social networks, "the more you share, the more people will share with you." He is mentoring College students, and warns them that what they put on Facebook should be considered public. He said that his Facebook page is strictly professional. Also, he suggested using Friendfeed to enable participation in multiple social platforms.
Someone from a local non-profit organization asked for advice in running a viral campaign to build support through social networks. Carter: Friend the leaders of groups, asking "how can I help you?" They have a trusted audience. It may take 6 to 12 months to build trust, but if you can do that, you will see results. Ryan noted that Search Engines have special programs for non-profits, Google gives out grants up to $10K to non-profits. He also recommended posting Video and Audio, to "tag the crap out of it" and push out press releases.
The next question was rephrased by Kahlow: "How do you spam people on Facebook without pissing them off?" Carter says, Just don't over-do it. He recommends starting group pages around subject matter, and promoting thorough those. Another recommendation from Kahlow was to "seed the discussion," with topics that should be discussed, as you might on any list or forum.
Another question had to do with the usefulness of Facebook pages vs. an email list like Google or Yahoo Groups. Carter said that the pages have limited functionality, while groups offer one degree of seperation and a continual stream of useful information. Ryan chimed in with "Don't. Just don't. Facebook is not a deus ex machina to trump actual marketing strategies."
As the final questions rolled in, audience member Jeff Willinger offered some practical advice based on his experiences, "Nobody has more fun at work than I do," and taking a counterpoint to Carter's "strictly professional" approach to Facebook, Willinger's advice was to "update your status regularly." It lets people know who you are and what you are up to.
As always, I appreciate your comments and questions
Social networks are growing at a phenomenal rate, and in the Chicago market the focus is on Facebook and LinkedIn, with MySpace running a distant third. More recently, Twitter has been a source of interest. Speaking as an analyst, we see four main business drivers behind the current popularity of social networks: 1) As these media expand, they are generating a large volume of viral links, making them an effective part of Search Engine Optimization programs. In addition to SEO benefits, we see Facebook as a growing referrer to many web sites as people actively use the site. For example, one report shows Facebook adding 600,000 new users a day during the holiday season. 3) Some companies are finding ways to leverage these sites as a marketing channel. For example, Dell has sold over $1M in refurbished and return stock via Twitter, and Barak Obama's presidential victory is attributed to his ability to harness the power of online social networking. 4) Individuals are able to keep in touch with each other with little effort.
Online Social Networking is a new phenomena, and there are very few experts, people with the experience of success -- the lightning strike of a successful viral campaign; the proven ability to measure and adapt to the changes of a new and dynamic interactive environment; and the ability to communicate the opportunity and translate success into a new area. Many people are exploring new paths to success, while others are providing a cartography of the known world of online social networking.
The WCS/OMS event held last Wednesday, December 10, had ample time for social/business networking and offered an interesting panel discussion on Social Media. The panel had local experts and a few who, like Kahlow, were in town for the Search Engine Strategies (SES) conference. Panelists included Jim Jacoby of the Chicago-based agency Manifest Digital; Kevin Ryan, a strategic marketing consultant who writes for MediaPost and Search Engine Watch; Mark Carter, who has been working on a social marketing campaign for savingtheworld.net. All of the panelists had had some success at helping clients engage with their customers and prospects through social networking.
Kahlow started off by identifying things people don't "get" about Social Media -- "I hate it when people who don't know me ask to join my network or be my 'friend'"; "I don't have any contacts"; "What to do on different social networks"; and finally he asked the panel, "What do you think of Twitter?" Ryan, who provided lively humorous commentary throughout the event, described Twitter as "a parade of banalities." While some companies are using it as "a solid part of their marketing" programs, his opinion is that Twitter is small, untested, and somewhat unreliable.
"How can you really use LinkedIn, beyond collecting names? How can you really get to network with people?" Jim Jacoby responded that you can engage in LinkedIn's Q&A forums and request introductions to people in your contacts' networks.
Responding to a question on the role of Facebook, Carter said that on all social networks, "the more you share, the more people will share with you." He is mentoring College students, and warns them that what they put on Facebook should be considered public. He said that his Facebook page is strictly professional. Also, he suggested using Friendfeed to enable participation in multiple social platforms.
Someone from a local non-profit organization asked for advice in running a viral campaign to build support through social networks. Carter: Friend the leaders of groups, asking "how can I help you?" They have a trusted audience. It may take 6 to 12 months to build trust, but if you can do that, you will see results. Ryan noted that Search Engines have special programs for non-profits, Google gives out grants up to $10K to non-profits. He also recommended posting Video and Audio, to "tag the crap out of it" and push out press releases.
The next question was rephrased by Kahlow: "How do you spam people on Facebook without pissing them off?" Carter says, Just don't over-do it. He recommends starting group pages around subject matter, and promoting thorough those. Another recommendation from Kahlow was to "seed the discussion," with topics that should be discussed, as you might on any list or forum.
Another question had to do with the usefulness of Facebook pages vs. an email list like Google or Yahoo Groups. Carter said that the pages have limited functionality, while groups offer one degree of seperation and a continual stream of useful information. Ryan chimed in with "Don't. Just don't. Facebook is not a deus ex machina to trump actual marketing strategies."
As the final questions rolled in, audience member Jeff Willinger offered some practical advice based on his experiences, "Nobody has more fun at work than I do," and taking a counterpoint to Carter's "strictly professional" approach to Facebook, Willinger's advice was to "update your status regularly." It lets people know who you are and what you are up to.
As always, I appreciate your comments and questions
Labels: chicago networking events, online social networks
