Category Archives: Social Mrktg Kung-fu

a series about social marketing from listening, to building a posse, to managing PR and releases

Social Media Kung Fu ~ Dossier of Artifacts from BootUp Garage

I was recently tapped to get involved with the Bootup Garage – “a new space dedicated to startup founders and technology hackers.” Initially, they wanted me to get involved as a Mentor – but I thought, why not host a series of social marketing talks instead.

Dave Olson, Social Media Sensei

Social Marketing Kung Fu

Titled Social Marketing Kung Fu – the series went through four for belt levels.

White Belt: Marketing Tactics – January 26/2011

Startups need a great story and they need to understand their audience, so they can effectively reach, connect and learn from them.

Dave Olson is a master storyteller, Community Marketing Director for Hootsuite, and has been helping startups tell their stories on the Internet since 1996.  On January 26, Dave will kick off a series of social marketing talks at Bootup Garage to help startup founders learn the art of effectively creating, telling and spreading their story.

Check out this summary Bootup put together on the event – including notes. A few notes I’ve put together can be found on my Tumblr.

Yellow Belt: Listening Everywhere – March 30/2011

Dave Olson’s first SMKF talk at Bootup was jam packed with a bunch of practical nuggets to help founders get started including the importance of listening in building your social marketing strategy.

On March 30th, get ready to earn your social marketing yellow belt! Dave O is coming back to Bootup to explain just what it means to “listen everywhere” and show us how we can use social media dashboards to connect with customers, build communities, and keep our ears on the competition.

Session notes on Tumblr.

Purple Belt: Release Day – April 27/2011

On April 27, Dave O will be back at Bootup to follow up on his Yellow Belt, “Listening Everywhere” workshop and share the steps to a successful Launch including:

  • outreach to media
  • positioning and messaging
  • amplifying coverage and
  • building on the success for your product launch.

Bootup also put together this summary. Find more notes on my Tumblr.

Green Belt: Building a Posse – June 29/2011

This session tackled the subject of Building a Posse.

Customers are part of your culture. By inviting them to participate in your campaigns and community, you can speed progress, gain candid market insight, and have some fun. In this seminar, Dave will share tips about wrangling your passionate users to help with specific tasks for mutual benefit. Tips and tactics will include: understanding motivations, providing rewards, and organizing disappearing task teams while avoiding “cat herding” and conflicts.

Find my notes from the talk on my Tumblr.

A Little on the Bootup Garage

From the Bootup website:

The Bootup Garage is a new space dedicated to startup founders and technology hackers. Our goal is to create a space for startup founders to come together and work in an open and supportive environment, encouraging collaboration and networking that will improve and accelerate the development of new technology companies in British Columbia.

This isn’t just a workspace – it’s a club dedicated to helping founders accelerate their work.  In addition to providing a space to talk and hack, we’re rounding up all of the mentors and investors we’ve worked with over the past two years, and convinced them to each hold regular office hours in the Garage, during which you can tap into their experience and networks to improve your project and accelerate your work.  Check out the schedule of mentor office hours, and if you’re a Garage Member, you can schedule a chat with any of them.

Reactions

Mike Edwards, SMKF Attendee, on the White Belt session:

Dave O’s talk was great. I have already implemented some of the strategies with my companies. Dave O is a wealth of information – entertaining with great practical application…..I can feel a book coming…

Janis Behan, Bootup Community Advocate, on the Purple Belt session:

Dave is always a joy to listen to – I’ve seen him speak at a few different conferences – so I was eager to hear what he had to say in session number three: Social Marketing Kung Fu, Purple Belt – Release Day. His talks are always full of interesting tidbits and useful information, and this one was definitely no different.

Notes about Building a Posse – Social Marketing Kung Fu

3 buckets

– diff motivations that they care about

– don’t identify them and put them in the right bucket – you’ll lose them or they’ll go rogue 

1) rockstars – want to be affiliated with the brand and have it’s fame shine onto themselves (what can they get out of their relationship with you) – respect amongst peers

2) gardeners – diligently test your system for bugs (kind quiet emails that notify us of our mistakes)

3) interns – gain practical knowledge to advance their careers – loan yourself out – you give me skills, I give you labor 

clearly identify what they want to do and need constraints

they’ll feel that they’re authorized to speak on the company’s behalf – they’re not

– be clear that they are here to accomplish very specific goals and tasks

– make the objective the objective 

specific goal:

– translation project – see int’l growth and diff languages

– starting with japanese – people out there answering questions full-time in their free time

– listen and pay attention to them

– brought on japanese intern

      – get market research from japanese

      – keep asking what your market is doing

      – keep pinging people

– create strings to be translated

– pitting countries against each other (in a friendly way)

– recognize contributors publicly and amplify it

– build assets through recognizing people

– fb, content goes to die

– hootups

– don’t start support in other languages until you have “critical mass”/enough momentum

– customer support can be an endless black hole for time/money -> not necessarily the key to success in tech

– next belt – unpleasant situations

– figure out what makes your helper click – credit internally, public pats on the back,

– comment obsessively

– reinforce and build their confidence by giving them inspiring and rewarding tasks

– have them participate and put their name on it

– use visual assets

Building a Posse: Social Media Kung Fu Green Belt – SMKF

Building A Posse:

Customers are part of your culture. By inviting them to participate in your campaigns and community, you can speed progress, gain candid market insight, and have some fun. In this seminar, Dave will share tips about wrangling your passionate users to help with specific tasks for mutual benefit. Tips and tactics will include: understanding motivations, providing rewards, and organizing disappearing task teams while avoiding “cat herding” and conflicts.

Crowd Sourcing Notes

Who ya got

Types of vols

Different motivations

Different talents

Different Incentives: links, accolades, swag, perks, bevvies, Title, recos, freebies

  • Rockstars (brand)
  • Gardeners (detail)
  • Interns (career)

Providing Constraints (media, support, comments)

Demand through scarcity 

Keepin the Course

Objective is the objective

Disappearing task forces (send on a quest)

Specific goal (do this many is this time)

Specific ask (your role is…)

Trackable / Leaderboard

Get the interns to supervise the vols (Reports for accountability)

“Inspiration is key to participation – they *want* to feel part of your culture”

Amplifying Success to make more

Keep it public (flickr, not FB)

gather assets (photo, comments) 

log and listen (yellow belt)

have a “badge” or “kit” or … membership 

Taking what you get (and making it great)

Quizzes

find strengths

finding superusers (listen and learn)

make feel part of something bigger and important 

finding interns – sources (motivations) how to treat (title, real jobs, promise, high standard) 

take them along for the ride (events, roadies) 

Recommendations and taking their trust/time seriously

Other crowdsourcing-minded stuff:

Interview with Dave Olson, Community Director of HootSuite Media, Inc

Hootsuite and Crowdsourcing in Japan

Crowdsourced Translation Fuels HootSuite’s International Expansion

Documenting your Olympic Documentation ~ Contribute your thoughts

People’s History of Vancouver 2010Hello Vanoc – IOC says Tweet On

Bootup Entrepreneurial Society » Social Marketing Kung Fu, Purple Belt with Dave Olson

Bootup Entrepreneurial Society » Social Marketing Kung Fu, Purple Belt with Dave Olson

Release Day – Social Media Kung-Fu Purple Belt

What to release

Substantial and ready to rock
Iterate rapidly, bundle around features and themes
Code names (useful)

Know your Coverers

Make Lists (Twitter and Email) – divvy it up, invite personally
Kindness, not condescension
Understand their beat
Respect time (make it easy)

Craft Stories

Same (3) talking points > into different forms
Quote from customers (CEO sparingly)
Lead with “why this matters”
Tune your vocab and tense (active not passive)
Images to support theme (illustrative)

Line up Dominoes &/or House of Cards

Constant – Media kit tune up blog.hootsuite.com/media

Thursday – Internal memo: master plan to share with squad

Monday 1PM PW Local Press release with assets
Monday 1PM Media preview email: short with embargo deets, interview, assets (infographic!)
Monday 4PM Key client preview email (optional)

Tuesday 5AM Blog post (canonical ~ everything points here)
5:15AM Twitter
5:15AM Facebook
5:20AM General email
5:30AM Wire release
9AM Linkedin groups
9:15 AM Forums, Q &As
11AM Webinar
+ Interviews

then….
Listen
Reply
Thank
Share
Repeat

Prepare for pushback (haters & carpetbaggers) with comment copy

Remember Yellow Belt? Log it all with tags
Thursday – News Round-up with “mini-release” push (trackbacks too)

Charlie’s Angel – A Startup Fund – marallo’s posterous

Charlie’s Angel – A Startup Fund – marallo’s posterous

Bootup Entrepreneurial Society » Social Marketing Kung Fu, White Belt with Dave Olson

Bootup Entrepreneurial Society » Social Marketing Kung Fu, White Belt with Dave Olson

Listen Everywhere – Social Media Kung-fu yellow belt

Why listen

Mitigate pr conundrums

Understand market position

Find relationships

Build vocabulary

How to listen

Aggregate with robots & dashboards

Live rss & know power

Booleans master

Misspellings & synonyms

Also sentiment (another time)

Socialmention Google YouTube, vimeo, blip etc

Feed into netvibes

Track terms, tags & lists in hootsuite

Geo (next time)

What do with it

Log it Share it Feed it

Tweet it Fb maybe

Create funnels of access News roundups

Recipe Log > feed > tweet > backup

Make for future

Know the Makers

Media list invite

Dossier of interests

Reward with affection

Tell their story

Reflect on yourself

Social Media Kung-Fu – Part 1: Starting your Story

Social Media Kung-Fu

#smkf @daveohoots

Part 1: Starting your Story

Most tech companies start with 2 peeps (tech + biz)

Gotta fill in til you add 3rd leg to tripod (marketing/community/etc)

Don’t wait to start marketing til you have a product – build culture and posse

Cheap and cheerful – avoid ads and trade shows, yes to speaking and media

Grassroots FTW

Checklist:

⃤ Decide who you are – name, description, NOT mission statement – what your company and product names? Are they easy to say and spell? If not, refresh.

⃤ What’s your vocab? Establish your voice and words

⃤ 3 words description (later you’ll do 25 words and 100 words)

⃤ Listen to your (growing) audience use the words they use (Like HootSuite for bands…)

⃤ Document it all (not fancy) if it’s not on the internet, didn’t happen – rock the blog, flickr, youtube, twitter – photo ops! get in front of camera

⃤ Build a posse (Twitter lists and small tasks acknowledged with thanks)

⃤ Make friends with media (build email list too, get to know their specific interests) offer to give quote comments for almost anything (CBC)

⃤ Media Kit – make it easy to cover your story! includes:

  • brand conventions (spellings, nomenclature)
  • wordmark, logos, screenshots
  • media contact (you not an agency)
  • exec headshots & bio
  • links to releases (more about media announcements in future session)

⃤ Make an auto-magic media feed to amplify coverage
Social BM > RSS. HS > Twitter etc. e.g. @hootwatch @endlessgoodness @truenorthmedia

Social Marketing Kung Fu – Overview & Synopsis

* Social Marketing Toolbox – P1

Emerging communications technology tools are changing the more than just the media landscape. Social networking and web publishing tools provide an unprecedented channel for attracting and engaging clients and customers. However, this landscape is so cluttered with buzzwords, companies, and concepts that successfully getting started with social marketing can be a daunting project.

In this workshop, web veteran Dave Olson will explore noteworthy opportunities for businesses to outreach to new audiences and participate in conversations about your industry and brand. Through examples and anecdotes, you’ll learn about the essential tools for tracking and publishing content to the web. Plus you’ll hear fresh thinking about corporate communication strategies which will strengthen your relationships by sharing your expertise.

* Social Campaign Management – P2

Social networking on the web is more just “hanging out and chatting” – everything created online about your brand and industry is a potential touch point for future customers/clients. Web veteran Dave Olson returns with practical tactics for planning, executing and measuring campaigns. You’ll also add more tools for publishing content, sharing with networks, encouraging participating and measuring the success of
your efforts.

Now that you understand the basics of the social web, next up is exploring the benefits of launching social marketing campaigns by digging deeper about how social web platforms work. You’ll also learn advanced techniques for tracking how participants interact with your brand, and ways to enhance your brand’s reputation, increase
loyalty/affinity, and improve search engine results.

* Sparking Creativity in a Digital World

With a constant flow of information, increased productivity expectations, and a barrage of new technologies – finding inspiration for both artistic expression and entrepreneurial endeavors is a challenge. Despite advanced tools and access to audience, finding the time and motivations to elevate “craft” to “art” remains elusive in an ephemeral world.

With anecdotes and examples from personal experience, historical classics and contemporary culture, renegade story maker Dave Olson will share tactics for generating ideas and giving context to your content. Through a timeline of personal publishing and start-up biz experience, Dave will share practical tips for fostering authentic self-expression, creating artifacts and finding an audience – in both
the present and future.