Free State Social – Jeremiah Owyang #fssocial

Jeremiah OwyangJeremiah Owyang was the last speaker of the day. Notes from his talk:

Who do customers trust? Customers trust friends and families. People turn to each other for help.

Rings of social influence: Prospects, Customers, Employees, and Brand

In the past, the brand was the only thing that communicated, typically faceless.

Employees as example – best buy is encouraged to use @twelpforce – anyone at Best Buy using twitter can respond.

(reminder to myself) Social media brands punkd (thanks KrisMcDonald21 for the link!) – google this for shining examples of doing it wrong.

Zappos customers trust other customer product reviews.

OK – not much here in the way of notes. It was the end of the day, and Jeremiah said lots of good stuff in his talk and the next day’s small group sessions that I need to process further (and will probably blog about – stay tuned!).

Free State Social – Scott Raymond #fssocial

Scott RaymondTitle – Location Based Social Networks

Scott Raymond, Co-founder and CEO CTO of Gowalla

Fun thought – someone is in their basement right now, coding something that will be huge in 3 months.

A funny thing – while building the first version of Gowalla, he had to actually code a bit, then go outside and check in somewhere, then go back home and code some more, etc.

He thinks location is fundamental.

Macroscope – a way to access the world at a social scale. Helps us see what the aggregation of many small actions looks like when added together.

Services like gowalla act like macroscopes.

Passports are cool, because they tell a story. In the passport view of gowalla, you can see a recorded version of a person’s life through his passport stamps.

Photos – you’re sharing with your friends … Like what the food looks like. But you’re also sharing with everyone else who checks into the restaurant or place. That’s huge.

Hotspots… Sort of like trending twitter topics. Places getting lots of checkins get put at the top of the list.

business case:

deals: during sxsw, they gave away virtual tacos … Then you could go to the real restaurant, and get a real taco. Gowalla was going to pay for it. The company, One Taco (I think), said forget about paying, because they sold 12 tacos for every one, and had a huge line down the block the whole week because of that one virtual taco giveaway.


Location based services can provide data.

A restaurant manager, for example, can see who his most frequent visitors are, then contact them via Twitter. It should be possible for that manager to be emailed when a loyal frequent customer checks in so they can go to the table,  shake their hand, comp their wine. Wow.


The check in shows up on his facebook stream. Shows he was really there, had a good experience. It’s word of mouth.

What if you could infiltrate your competitor’s space … What if one competitor “owned” another’s Location-based space, and could leave messages there?

They made a game for a laptop bag company sold at Apple stores. You check into an apple store, possibly see an ad for a case … and you could get a badge. If you collected all 6, you could get a free real bag.

He sees gowalla as less of a game and more of a sharing experience. And the visuals are nice.

Free State Social – Sarah Evans #fssocial

Sarah EvansTitle: How to Make Your Brand Stand Out Online

Sarah Evans – She runs Sevans Strategy out of her home

Telling a story about the Chicago earthquake a year or so ago… she was able to be a citizen reporter, and ended up on national news (and got 5 solid client leads from it, too).

First – know what you want to accomplish

9 ways to stand out online

1. Find an opportunity to showcase what you do best

2. Hijack a conversation – gave a example of using the sxsw crowd and speakers to host another simultaneous event

3. Meet a need in an innovative way. She identified a larger need. Asked permission to be in charge of the #journchat thing. Innovate – do something different. It evolves. One pitch – she lets them do one pitch at the end – she gives them something quick to share. We’re a community.

4. Generate a LOT of quality content. Think multimedia.

5. Do it for a good cause. The #beatcancer hash tag as an example. And #crisisovernight as another example.

6. Give freely, give often. Share, acknowledge, give tips and tricks for your industry, trade secrets, etc. Retweet, like, comment post engage. Read your feeds, respond, etc.

7. Think like those you’re trying to reach. Use the tools they use. She checks out people’s twitter feeds before she contacts them to pitch them something and brings something from the feed up in her initial contact. It makes it more personal.

8. Get sourced … A lot. Sign up for, follow journalists. Online, identify story opportunities where you are the best source and pitch them. Focus on media, bloggers, and online influencers bonus – use Pitchengine for your releases. Write for the consumer and the media…

9. What else? We had audience participation here.

Prtini? A pr blogger. …

How do we manage our message? You. Don’t. You start it, but your community takes it somewhere else.

It cant be a good sign when you have more twitter followers Han t he subscribers to your local newspaper.


Free State Social – Ellyn Angelotti #fssocial

Ellyn AngelottiTitle: The New News Cycle

Ellyn Angelotti works at the Poynter Institute for media studies. Stuff I found interesting from her talk…

Explaining how news has become interactive. There used to be no way to engage with news stories, and that is changing.

How have the web changes affected news?

X factors:

News is published the same – people share the story after it’s published

Take queues from your audience

Facebook users share more than 5 billion pieces of content each week (libraries – so shouldn’t we be creating content around our content that people can share???)

85 percent of college students have a Facebook account

Journalist’s digital presence – Some are segmenting their personal and professional.

News orgs should put their videos on youtube instead of just their website – put it where people are already going.

Someone in the audience publishes news – then what?

Hudson river plane crash – first pic came from a personal trainer – not a reporter (@jkrums on twitter)

Ouch – foursquare tip – never take a class with a certain professor!

Location based journalism…?

Journalist uses audience to report, then what? They now use the audience before, during, and after the event.

Free State Social – Shawna Coronado #fssocial

Shawna CoronadoShawna Coronado spoke next. Good talk! Here’s my snippets from it:

Business or personal? It’s all personal with social media.

Telling her story of how she started. She was sick – had to take lots of pills, see lots of doctors, etc.

Through lots of hard work, she’s healthy again – because of nature partly.

She loved gardening so much, she started writing about gardening – even had a column in a newspaper …. Started lots of gardening! So much so that she quit her job – and the gardening thing she attributes to her health – she went from 18 prescriptions to 2 … Because of a lifestyle change.

If you don’t be personal in social media, you’re not going to connect with people…

She wrote a book, and to sell it, she built a brand.

Define target market and key brand, message and values, and define what your product is

The product wasn’t her book – it is her. Shes selling herself and her brand.

Mistake – choosing look and feel over building quality content. The result is no traffic.

Solution – unify brand with the content and message, placing non-broadcast and sharing communications as the #1 goal.

She uses her main website to connect people to her. Communities – her blog, her twitter account, her Facebook page, her YouTube site,  etc.

She built her brand first, and now she goes out and gives people a business proposal – and gets to do stuff.

In social media, you are the brand.

Every message you post or send will say who you are as a brand – so be positive and nice! Answer every inquiry kindly

Help others without expecting anything  in return

Follow those who Follow you so you will be available to help them and grow their biz (and yours)

Provide consistency with content and posting times

Everything you say and do is a part of your brand.

2nd mistake: expecting to write a book and make money

How you can find financial success, sponsors, and world travel:

Sell your product, sell your expertise, sell your speaking ability, sell your social media presence

Get over yourself and start doing video.

She provided sponsors with social media coverage and videos, both homemade and professional of an Eco Adventure she went on, at no cost. She had contacts and called them up to get the gig.

She’s working 15 hour days , writing, connecting, etc…. But its the funnest job she’s ever had, which is why she does it.

Her front lawn … A vegetable garden … it’s part of her brand, so she keeps it looking sharp.

Have your company become passionate about what you’re doing.