Mastering Story, Community and Influence E-Book

Jay Oatway

• Herausgeber: John Wiley & Sons
• Kategorie: Fachliteratur
• Sprache: Englisch

Seitenzahl: 261

Veröffentlichungsjahr: 2012

Beschreibung

Your digital presence tells the story of who you are... so what should you be saying? In a world overflowing with the noise of Facebook updates, tweets, blog posts, Pinterest pins and YouTube video responses, it's difficult to connect with the people who matter most to your business and your career. Mastering Story, Community and Influence explains the art of social media storytelling, showing you how to turn your offline expertise into the sort of online thought-leadership that cuts through the noise and attracts larger, more important communities. Whether you're new to social media or racing to keep up with every new platform, social media storyteller extraordinaire, Jay Oatway, reveals the underlying mechanics and best practices behind becoming a serious online influencer. Mastering Story, Community and Influence will help you become an authoritative presence online and build both the reputation and community you need for your future success in the Social Media Era.

Leseprobe

Table of Contents

Cover

ENDORSEMENTS

Title page

Copyright page

DEDICATION

INTRODUCTION

Social Currency, Social Capital and Social Credit in a Nutshell

The Take Away Express

Part One: STORY: TELL IT WELL

1. WHY WE MUST SHARE

You Know How to Share Gossip

Sharing Stories Creates Bonds

What is Social Currency?

How We Lost Our Way and Have to Find it Again

Take Away Express #1

2. A BETTER STORY OF YOU

Accept it: You Are Now an Authority

Turning Your Personal Accounts Professional

Not Told All at Once, but Gradually through Choices

No One Quite Like You in Your Master Narrative

The Currency of Your Story

Counterfeit Social Currency

Photos, Music and Video as Social Currency

Currency Conversion

To Maintain a Secret Identity or Not

Take Away Express #2

3. SOCIAL MEDIA IS LIKE A COCKTAIL PARTY

Monitor More than Your Brand

Listening for Opportunities

Don’t Overestimate Your Intimacy

Take Away Express #3

4. ON WITH THE SHOW

E = mc2 – Everyone is Now a Media Company

What Matters at Work?

What Matters To You?

Overcoming Stage Fright

No One Can Do This for You and You Can’t Be Automated

Take Away Express #4

5. WHOSE STORY IS IT?

Using Social Media at Work

He Who Controls the Account, Controls the Story

Help Yourself while Helping the Business

Only the Passionate Enthral

Reputational Risk: The Door Swings Both Ways

Take Away Express #5

6. HOW TO NEVER RUN OUT OF INTERESTING THINGS TO TALK ABOUT

Work Smart: Combine Your Read and Write Time

Distilling the Master Narrative

Build on Other Awesome Curators

Groom the Stable

Don’t Get too Hung up on ‘Signal’, Make Some ‘Noise’ too

Take Away Express #6

7. DON’T JUST TELL. PERFORM!

Live from New York, it’s Saturday Night

One Take Makes Great Currency

Feedback: Crowd Accelerated Learning

Take Away Express #7

Part Two: COMMUNITY: WOWING YOUR AUDIENCE

8. FINDING YOUR COMMUNITY

Where to Start Looking

What to Do When You Find Community

Use Non-Content Social Currency to Build Bridges

Bring New People into the Fold

Own Your Database

Take Away Express #8

9. MAKE YOUR ‘STORY’ FEEL MORE LIKE SERVICE

Building ‘Social Capital’

Pro-Action is Better than Re-Action

Great Service is Always a Great Story

Take Away Express #9

10. FRIEND RELATIONSHIP MANAGEMENT

The Quantity Fallacy

How Much Community Could a ‘Community Manager’ Manage if a ‘Community Manager’ Could Manage Communities?

Finding Community Influencers

Courting Royals

Take Away Express #10

11. FRIENDS IN NEED

Breeding Loyalty

Social Capital in Times of Crisis

What Needs a Response (or How to Kill a Troll)

A Cautionary Tale

Take Away Express #11

12. DON’T BE A SOCIAL MEDIA SNOB

One Click Away from a Superfan

Celebrate the Little Guy

Give Your Quiet Fans Something to Do

Take Away Express #12

13. TAKE IT OUTSIDE

Boots on the Ground

Checking in

Take Away Express #13

Part Three: INFLUENCE: PULLING BACK THE CURTAIN

14. WHAT IS INFLUENCE?

The Six Weapons of Influence

OIS: Your Social Credit Score

Dunbar Portfolios

Social Capital vs Social Credit

What Colour is Your Whuffie?

Playing to the Crowd

Internet Fame May be Less Influential than We Think

Take Away Express #14

15. IT’S TRUE: SIZE DOES MATTER

Social Proof

How to Make Lots More Friends

10 Ways to Leverage Your Social Proof

Five More Extreme Ways to Get even More Exposure

Make Every Space Count

Take Away Express #15

16. SOLVING THE UNDERPANTS PROBLEM

Use Influence to Convert Lots of Little Guys

Use Influence to Partner with Big Guys

Future-Proof Yourself

Take Away Express #16

17. ALL ABOARD THE SOCIAL TRAIN

REFERENCES

ABOUT JAY OATWAY

Index

‘Businesses that are thriving in social media today do so by creating social capital with their customers – Jay makes it easy to understand why we must invest time and consideration in social before we can reap its rewards.’

Glen Gilmore

Social Media Strategist

Attorney and Rutgers Adjunct

Professor of Social Media Marketing

‘Jay has been educating me about the workings of the social web on a daily basis for over 3 years via Twitter and Facebook. I am so excited to now be able to access all his knowledge in an organised book format. You too will gain great insight from this.’

Michael Q Todd

Social Media Strategist and Co-founder of the agency Social Media Plus One

‘Jay reveals how the world’s social leaders gain business advantage from social media. He blends colourful business cases, artful analogies, and academic theory to create a passionate and practical handbook for anyone wanting to build their online reputation.’

Jeremy Woolf

Global Digital and Social Media Lead

Text 100

‘The recipe for unlocking the true potential of social media–not just for marketing, but for leadership.’

Aaron Lee

Entrepreneur Blogger and Social Media Consultant

‘A smart guide to digital social graces that will help you transition from informed bewilderment to enlightened pioneer’

Napoleon Biggs

Founder & Host, Web Wednesday Asia, and SVP & Head of Digital

Fleishman-Hillard Communications Asia

‘Your backstage pass to not only understanding but also effectively capitalizing on the power tools of influence at work in social media … a must read for anyone and everyone in business today!’

Debra Meiburg

Master of Wine, and Director

Meiburg Wine Media Ltd.

‘Jay deftly interweaves a sociological analysis of why social media has become all-important during recent history with down-to-earth advice on how to become a Socialeader in today’s world. A highly engaging and readable book – especially for naysayers of social media who have resisted participation in social media until now.’

Joanne Ooi

CEO

Plukka.com

This edition first published 2012

© 2012 Jay Oatway

Registered office

John Wiley & Sons Ltd, The Atrium, Southern Gate, Chichester, West Sussex, PO19 8SQ, United Kingdom

For details of our global editorial offices, for customer services and for information about how to apply for permission to reuse the copyright material in this book please see our website at www.wiley.com.

The right of the author to be identified as the author of this work has been asserted in accordance with the Copyright, Designs and Patents Act 1988.

All rights reserved. No part of this publication may be reproduced, stored in a retrieval system, or transmitted, in any form or by any means, electronic, mechanical, photocopying, recording or otherwise, except as permitted by the UK Copyright, Designs and Patents Act 1988, without the prior permission of the publisher.

Wiley publishes in a variety of print and electronic formats and by print-on-demand. Some material included with standard print versions of this book may not be included in e-books or in print-on-demand. If this book refers to media such as a CD or DVD that is not included in the version you purchased, you may download this material at http://booksupport.wiley.com. For more information about Wiley products, visit www.wiley.com.

Designations used by companies to distinguish their products are often claimed as trademarks. All brand names and product names used in this book are trade names, service marks, trademarks or registered trademarks of their respective owners. The publisher is not associated with any product or vendor mentioned in this book. This publication is designed to provide accurate and authoritative information in regard to the subject matter covered. It is sold on the understanding that the publisher is not engaged in rendering professional services. If professional advice or other expert assistance is required, the services of a competent professional should be sought.

Library of Congress Cataloging-in-Publication Data

Oatway, Jay.

 Mastering story, community and influence : how to use social media to become a socialeader / Jay Oatway.

p. cm.

ISBN 978-1-119-94071-5 (hardback)

1. Social media. 2. Business communication. I. Title.

 HM851.O34 2012

 808'.06665–dc23

2012001797

A catalogue record for this book is available from the British Library.

ISBN 978-1-119-94071-5 (hbk) ISBN 978-1-119-94345-7 (ebk)

ISBN 978-1-119-94346-4 (ebk) ISBN 978-1-119-94347-1 (ebk)

To my wife Amanda and my son Jack who share with me the greatest social capital of all – love.

INTRODUCTION

There was a time not so long ago when a CEO would dictate his correspondence to his secretary. The notion that he type it himself would have been laughed at. Today, the modern CEO is on his Blackberry all day. Tomorrow, business leaders will be the masters of their own social media empires.

This shift has already begun. Increasingly, business needs people who treat social media as a professional thought-leadership tool, both for their own careers and for the benefit of the company they work for. We want to do business with those who make social media feel less like mass marketing and more like customer service. We seek out those whose influence has grown through caring for their community.