by Tom Gerace
Member since:
August 31, 2005

Transcript of Live Chat On Social Media And Networking With Expert Larry Weber

August 27, 2007 01:15 PM EDT (Updated: August 28, 2007 12:34 PM EDT)
views: 313 | comments: 53

Social media sites like Gather are at the center of the most exciting activity online today and no one knows that better than author and global communications visionary Larry Weber.  Larry, a personal friend of mine, has recently published the book Marketing to the Social Web: How Digital Customer Communities Build Your Business. In it, Larry uses Gather numerous times as an example of an online community where engaged and informed adults like you exchange ideas. 


Larry joined us here on Tuesday, August 28th (11 a.m.-12 p.m. ET) for what was an informative interactive discussion about his experiences with and thoughts about social media/networking on the internet. 

Larry Weber video 

To purchase Larry's book: Marketing to the Social Web: How Digital Customer Communities Build Your Business

Larry Weber has spent the last three decades building global communications companies. He is chairman of W2 Group (includes Racepoint Group & Digital Influence Group among others), a global marketing services ecosystem that helps CMOs in their new role as builders of communities.  In 1987 Weber founded The Weber Group, which within a decade became the world’s largest technology public relations firm. The Interpublic Group of Companies purchased The Weber Group in late 1996, and in early 2000, Weber was named chairman and CEO of Interpublic’s Advanced Marketing Services Group. Weber’s second book, Marketing to the Social Web: How Digital Customer Communities Build Your Business, was published by Wiley & Sons in June 2007.

 

 

 

 

 
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Comments: 53

Apryl Just Apryl Aug 27, 2007, 1:25pm EDT
Hi Tom, Thanks for the announcement.

I have a question. Has the rewards system changed pertaining to points I have noticed my reward points have drastically changed. Are we no longer receiving points for comment given?
Kathryn E. Aug 27, 2007, 4:44pm EDT
A fascinating topic: I am certain Gather is on the forefront of how social networking can be used to grow one's business.

Perhaps, Larry, you would like to address that topic. I will be able to check in again after your live chat. I look forward to seeing your video, reading your book and reading the comments after.
Barbara Shelde Aug 28, 2007, 10:32am EDT
Larry, I can't be live for the chat, but will check back later. My question is as a former school teacher. How do you think we can use the power of social media as an educational tool similar to how it is being used socially and in business?
Michael Easton Aug 28, 2007, 10:47am EDT
Thanks Larry. At what size company can the benefits of social media be derived?
Jennifer Hodge Aug 28, 2007, 11:00am EDT
Welcome to Gather Larry! We look forward to spending the next hour with you as you answer Gather member questions about social media and networking on the internet.
Julia Schrenkler Aug 28, 2007, 11:04am EDT
Larry, thank you for joining us here.

Could you identify some key ways of how businesses should not participate in social networking sites? Or perhap you can even share an example of a business that fumbled their early attempts, only to recover and find success in online customer service / outreach opportunities.

-Julia
____________________
Interactive Producer
American Public Media
Minnesota Public Radio
Larry W. Aug 28, 2007, 11:09am EDT
hi, great to be here, first to barbara, there are a growing number of sites for kids of all ages to share....i hope teachers will start focusing on specific topics kids from all over the world can share, it will change education as we know it
Jennifer Hodge Aug 28, 2007, 11:11am EDT
Paul L. sent in this question: It is a real treat to have access to someone of your experience in a forum like this. My problem? I'm a 58 year old executive in marketing and, to be honest, have found transitioning from traditional old "mainstream" media to new "mainstream" media difficult. I feel that it is difficult for me to compete with the younger generations coming into the field and that I might be squeezed out if I don't step it up. Do you have any advice for an old curmudgeon?
Larry W. Aug 28, 2007, 11:12am EDT
michael, it is less about size of company and more about topics and discussion intersections, so if you are a sole proprietor you can still join focused discussions
Richard Frisbie Aug 28, 2007, 11:18am EDT
I'm always promoting Gather in my off gather communications, but never thought to promote my business here (duh!) Thanks for the heads up, Larry! (and welcome to Gather!)
Michael Easton Aug 28, 2007, 11:21am EDT
Larry: Are there any particular industries which that you don't recommend social media?
matt f. Aug 28, 2007, 11:22am EDT
Hi Larry- I never miss reading the Wall Street Journal, the NYTimes, and The New Yorker. If you could recommend three blogs that are a "must not miss," what would they be?
Tom Gerace Aug 28, 2007, 11:23am EDT
Welcome Larry! One of the questions that we are often asked is: do companies risk offending people by participating in their communities? If so, are there good ways they can avoid doing so. Any advice for my fellow Gatherers?

-------
Tom is founder and CEO of Gather.com
Richard Frisbie Aug 28, 2007, 11:24am EDT
When the web was young it was perceived as non-commercial. Then the sales hit the fan. Now the web is broken into smaller non-commercial sites. Flickr prohibits commercial activity, but Gather hasn't addressed it yet. I feel Gatherites would oppose commercial activity here. How do your perceive our environment? Is it ripe for commercialization?
Larry W. Aug 28, 2007, 11:26am EDT
Julia, silly attempts like Coke trying to be your friend on Facebook or faux blogs like the former FordBoldMoves.com are missteps in corporations trying to engage the social web. The rule of the day is transparency, thoughtfulness and compelling content. On your customer service question, sites like Amazon and eBay have pioneered great work and b2b sites like IBM are setting a new standard.
Richard Frisbie Aug 28, 2007, 11:26am EDT
Good question about the blogs, Matt - Thanks!
Larry W. Aug 28, 2007, 11:27am EDT
Thanks, Rick.
Larry W. Aug 28, 2007, 11:29am EDT
Hi Tom, yeah... as we've seen from the huge misstep of WholeFoods Ceo of having an alias the evolving rule of companies participating in social media has got to be consistent, open and honest participation, transparent identification and bring some content to the party that people can discuss.
Nick D. Aug 28, 2007, 11:29am EDT
Larry,

What are your thoughts on social media as a platform for not just B2C relationships but internal company relationships as well?

I would think that social media could be an alternative to mainstream collaborative software that allowed people to connect and communicate in ways that would go beyond a traditional video-teleconference or conference call. Imagine if you could have your teams collaborating on a project between London and New York and having someone in the Singapore office be able to provide commenting or edits- or having your teams reach out to one another in a social fourm that would ultimately boost inter office communications?

Are these pipe dreams or is this something you would view as a possible social media application?
Yianni G. Aug 28, 2007, 11:31am EDT
I've noticed that certain social networks, such as Yelp.com, are rewarding heavy users (Yelpers) by inviting them to sponsored events and promotions put together by Yelp community managers. Do you see a trend developing in which social networks will use their power to aid the transition from the social web to real life?
Larry W. Aug 28, 2007, 11:31am EDT
Paul L., I hate to tell ya this but it's not generational it is a matter of finding the communities that are most interesting to you. I can think of gather.com as one, I can think of a number of cooking sites, wine sites, and professional marketing sites... as well as new sites like eons.com for the hip AARP crowd. Just do some googling around your personal and professional interest.. you'll be knee-deep in new media before you know it.
Larry W. Aug 28, 2007, 11:33am EDT
Nick, I think you're right on. Companies like CISCO even have mobile employee networks to check on if insurance covers certain things if you're sitting in a doctor's office. The electronic water fountain has always been a dream but I think it is within our reach.
Larry W. Aug 28, 2007, 11:35am EDT
Rick, I don't think it is about commercialization or non-commercialization. I think it is about the presentation of non-intrusive marketing/promotions content. I think this can be done thoughtfully and in a way that is acceptable and even wanted by community members.
Jeffrey Martin Aug 28, 2007, 11:36am EDT
Great to have you here. You have said that we are in the third iteration of the web. What do you see happening in the fourth phase?
Larry W. Aug 28, 2007, 11:36am EDT
Matt F., BoingBoing.com; ITtoolbox.com; and third one is hard...
Richard Frisbie Aug 28, 2007, 11:38am EDT
Thanks Larry - that's how I started selling on the web - back in the early 90s. It is interesting to see it happening all over again. Love the "electronic water fountain" advice!
I have to go back yo work now - continued success!
Larry W. Aug 28, 2007, 11:39am EDT
Jeffrey, like I say in my book, Marketing to the Social Web, I think we're entering the fourth phase of the Web right now which I call the 'emotive web' as broadband and rich media make the web the closest thing to real life we have... it's not a channel anymore.
Larry W. Aug 28, 2007, 11:41am EDT
Yianni, I think they will be interchangable just like everyZing is doing. We'll also see an increase in loyalty programs and reward points as social networks move to their second iteration.
Jennifer Hodge Aug 28, 2007, 11:41am EDT
Casey D. sent in this question: The internet has certainly put the print publishing industry on its ear. Do you see a time when print media (books, magazines, newspapers) will become obsolete? I guess it would be a big step in the direction to help the environment, but I am reluctant to give up my WSJ in its paper form every morning.
Larry W. Aug 28, 2007, 11:42am EDT
Kathryn, Gather.com is one of the few that understand the future of sophisticated social networks is the balancing of professional content and user generated content... look for more to come.
carole c. Aug 28, 2007, 11:43am EDT
Hi Larry, What is the number one mistake you see advertising, pr firms, and marketing firms making with the advent and popularity of the internet?
Jennifer Hodge Aug 28, 2007, 11:45am EDT
Unfortunately, there are only fifteen minutes left in the chat. Larry will try to answer as many questions as time permits.
Larry W. Aug 28, 2007, 11:46am EDT
Casey D., we will have print around for a very long time... as sometimes it is just easier, but one of the reasons Rupert Murdoch bought the WSJ was to transition this important news brand to a broader network of social media sites. The smarter print pubs get this... remember, whether we like it or not, newspapers have declined an averyage of 10 percent every year for the past 13 years. Digital media is just too easy to access. One tidbit, I love the WSJ, too, but when I read it in front of my teenagers they call me 'old fashioned' and say why don't I just set up an RSS feed for the news I'd like to read. I also told them the other night after dinner I was going online and they laughed... they said "Dad, we never use the word online, we just 'are'."
Baldy McBrennan Aug 28, 2007, 11:47am EDT
I love surfing the web and finding information that would not be accessible to me otherwise, but I worry about the quality of what I'm reading. Sure, I can Google a topic, but I'm only going to get the top read or paid (by the content provider) and that doesn't necessarily sit well with me. How can I find quality content in such a vast sea of information? I rely a lot on my friends, family and colleagues stumbling upon good blogs and web sites to save me time in this area.
Larry W. Aug 28, 2007, 11:48am EDT
Carole, it is simple, they still think they can control the message. Customers are in control - companies can improve their interest through relative content. The idea of branding has changed in the web era, brand is the dialogue a company has with it's customer and potential customer base... the stronger the dialogue - the stronger the brand; the weaker the dialogue - the weaker the brand.
Ginger L. Aug 28, 2007, 11:49am EDT
Larry, how willing do you think marketers will be to enter into communities such as Second Life, as opposed to social media sites such as Facebook or Gather.com?
Larry W. Aug 28, 2007, 11:50am EDT
Baldy, I would keep doing that (family, friends, etc.) but I would also pay special attention to organic search ranks when you google or whatever your choice of search is... remember, social media is self-editing as we speak. The better content is going to be consumed by more people, so look at the technorati or list of your choice ratings.
Larry W. Aug 28, 2007, 11:51am EDT
Ginger, I know I am going to take heat for this one - but I think SecondLife is going to be a B-movie... I think authenticity is going to raise it's head in social media the next few years, leaving sites like SecondLife as animated past-times.
Jennifer Hodge Aug 28, 2007, 11:52am EDT
George M. sent in this question: There is a statistic that 52% of adult internet users are inactive in terms of social networking (mostly women in their 50s according to studies). What can be done to engage this demographic?
Richard Frisbie Aug 28, 2007, 11:52am EDT
To carol C. - I publish and sell books (CDROMS too) The new generation is growing up with digital heads. Books will grow with them. (like that ebook reader looks like a book) Don't judge the form, judge the content. (excuse me for stepping in there, Larry)
Larry W. Aug 28, 2007, 11:54am EDT
George M., the fastest growing content for the demographic you talk about is going to be health and lifestyle related... we're already seeing the continued growth of iVillage, social sites around menopause, breast cancer survivors and having fun well into your 80s and 90s. Check out eons.com.
Bridget Riley Aug 28, 2007, 11:54am EDT
Pertaining to the marketing and advertising fields, do you feel that the shift in being controlling influencers to being influenced by the consumer can solely be attributed to these consumers having a platform available to them, the web, to voice their opinions?
Larry W. Aug 28, 2007, 11:56am EDT
Birdget, I think the distribution network is at the heart of this movement but the better content consumers help contribute is going to make a huge difference. Check out expotv.com.
Jennifer Hodge Aug 28, 2007, 11:56am EDT
Jeff M. sent in this question: I have read many times over that you are a visionary and guru in your field. What, in your opinion, makes you so successful at what you do and how do you keep one step ahead? I'm not asking for any of your secrets (wink, wink), but I'm wondering if you chalk it up to good old fashioned horse sense, intuitiveness, or just being in the right place at the right time?
Larry W. Aug 28, 2007, 11:58am EDT
Jeff M, I think it boils down to two things... one is common sense in observing human behaviour and being a keen student of the evolving media landscape.
Liz K. Aug 28, 2007, 11:58am EDT
Can unpaid media be accurate? How do I know that the information I am reading is valid? And while we are on this topic, how do you feel that major news sources like CNN, Fox News, and other media sources are doing to feed us accurate information?
Jennifer Hodge Aug 28, 2007, 12:00pm EDT
Larry, thank you for joining us this morning. We appreciate you taking the time to answer our questions.

And thank you to all the Gather members who participated. Until next time!
Larry W. Aug 28, 2007, 12:01pm EDT
Just to wrap up - I want to thank gather.com for this opportunity and for being a visionary in social media. Remember HTML is less than two decades old. We have exciting times ahead of us. And please go to Barnes & Noble or a book purveyor of your choice... I'll count up how many I sell today and make a contribution to my favorite charity, Boston's Home for Little Wanderers, the largest child welfare group in the country. Thanks to you all. Socially your's, Larry
Larry W. Aug 28, 2007, 12:02pm EDT
That's simple, what's more accurate - one journalist or four million people fact checking what is said at any given time? CNN is doing better right now by having internet reporters - let's see where it all goes!
Richard Frisbie Aug 28, 2007, 12:08pm EDT
Thanks Larry - new ideas and informed opinions are always appreciated. To huge books sales and a social conscience!
Jude Cowell Aug 28, 2007, 1:17pm EDT
Interesting chat, thanks!
Susan *. Aug 28, 2007, 1:32pm EDT
very interesting chat....its always nice to hear it from someone who "lives" it so to speak!
Nelson B. Apr 23, 2008, 1:42pm EDT
Tom,

Great stuff. I am glad I found this post. I want to invite you to participate on www.inSocialMedia.com and meet many other social media professionals.

I look forward to hearing from you.

With respect,

Nelson Bruton

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