thought leadership and social media in the...
TRANSCRIPT
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Thought Leadership and Social Media in the Workplace
Joy Davis, CSI, CCPR
Communications & Web Community Sr. Manager
800-689-2900 ext. 4795
www.twitter.com/CSIConstruction
www.linkedin.com/in/joysdavis
www.facebook.com/CSIJoy
Note the resemblance
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So What Do People Say
About YOU?
Bruce Gunderson, CSI, 505 BIM User Group Leader
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Thought leadership
Anyone can beA Thought Leader
Share of Voice:Offer something useful
Share of Mind:Gain their respect
Share of Cash:Become their go-to
resource
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Golden Reps
How hard is it to buy from a Golden Rep?
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Thought Leaders…• Love what they do• Are driven to teach• Reach out & communicate• Are willing to learn• Put time in today for
tomorrow’s benefit• Never stop working,
connecting, & communicating• Have a point of view
Robert Mallory, FCSI, CCS,
CCCA, CCPR, NotAKid
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Inbound vs. OutboundI Sent You Something
To Get Your AttentionYou Were Looking and
Found Me
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Example: Charles Hendricks
Charles HendricksCSI, CDT
@TheGainesGroup
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Example: Liz O’Sullivan
Liz O’SullivanCSI, CCS
@LizOSullivanAIA
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Choose Tools
Based on Content
What content do you already have? Photos? Slide presentations?
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Two Types of Content
Stuff You Write
Stuff You Endorse
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Stuff You Write
• Answer Questions on LinkedIn
• Commenting on Relevant News, Studies and Information on Your Blog
• White Papers on Your Website
• Slides on SlideShare
• Photos on Flickr
• Videos on YouTube
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Endorsing Content
Anatomy of a Re-Tweet
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No One Cares What You Ate
“Highly followed users are less conversational than those with few followers.”
- Dan Zarrella, 1st Social
Media Scientist
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Audience
“Half the money I spend on
advertising is wasted; the trouble
is I don’t know which half.”
- John Wanamaker
1838-1922
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Key Influencers vs.Largest Possible Audience
1
5
Exposure
Attention
Action
Your Information Reaches More People
1/10 Re-tweeted
1/5 Read the Tweet
You Tweeted
From www.DanZarrella.com
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Advice
1
6
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Angry Specifier or Blogger?
Do not leave this
to the Marketing
Team
Put your angry
specifier to work
1
7
What if his emails were blog entries?
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Pop Quiz
Should you repeat project-wide requirements (Ex. directions for
submittals) laid out in Division 01 in the technical spec sections as well?
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“Say it Once In The Right Place” Is Good For More Than Specs
Post photos on
Flickr, videos on
YouTube, slides on
Slideshare
Put links on website,
newsletter, blog,
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Pop Quiz
What are the 4 C’s of CSI?
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“Clear, Concise, Complete, Correct” Is Good For More Than Specs
To really get your attention, I should write like this:• Bulleted list• Occasional use of bold to prevent skimming• Short sentence fragments• Explanatory subheads• No puns• Did I mention lists?
-- “Lazy Eyes,” Slate.com
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Let’s Talk About
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Why LinkedIn MattersGoogle loves LinkedIn!
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LinkedIn Tips
• Picture of YOU, looking professional
• Your keywords
• Every school/job/award/certification
• Don’t link to people you don’t know
• YOUR “CSI” SUFFIX
When someone says, “I don’t know how I can thank you!” say “Would you write me a recommendation?”
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A Link is Not a Relationship
When you log into LinkedIn, look at all the updates from
your links, and comment on
them!
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Companies on LinkedInCompanies can list:
Products
Contacts
Updates
Users can
Recommend!
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Barbara Roensch, CSI, CCS, Said:
“I do not blog, tweet, or maintain a profile on LinkedIn or Facebook…Truly, I‘m amazed that users of social media find time to get their work accomplished.”
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The 10 Minute Social Media Plan
• Skim FaceBook, LinkedIn and Twitter
• Use Google Alerts to track keywords
• You Don’t Have to Read Everything
Goal: Know what’s
going on
Goal: People know where to find
you
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Measuring Success
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Keep Your Eyes on YOUR Goal
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The Big Picture: Your Phone has a Keyboard
These new forms of communication have exposed the fact that the voice
call is badly designed. It
deserves to die.- Clive Thompson, Wired
Magazine
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So Why Aren’t We Using Second Life to Design and Sell
Buildings?
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Help Wanted:Seeking construction professional interested in learning to use Twitter, LinkedIn, Facebook or Constant Contact.
• 1-3 hours per month
• No experience necessary!
Benefits include expanding your network, learning new skills
Apply to Jori Smith, CSI, CDT
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Follow CSI
Web: www.csinet.org
Twitter: www.twitter.com/CSIConstruction
LinkedIn: Search “Groups” for “CSI Construction” at www.linkedin.com
Facebook: www.facebook.com/CSIConstruction
CSI Weekly (www.csinet.org/weekly) promotes members who blog and tweet –
so let me know if you start!
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Recommended Reading• Free e-Newsletter on Social Media
www.smartbrief.com/socialmedia
• Chris Anderson, “The Long Tail”
• Seth Godin, “The Big Moo,” “Tribes”
• Dana Van Den Heuvelwww.marketingsavant.com
• William Draves and Julie Coates, “Nine Shift”
• Simon Sinek, “Start With Why”
• Dan Zarella, danzarrella.com