1. © IncreaseOnlineProfits.com - 20091 The Importance of Ethics in Social Media in Marketing & Advertising Presented by: Karl Kasca IncreaseOnlineProfits.com 626-795-9568 karl@increaseonlineprofits.com www.increaseonlineprofits.com Follow me on Twitter: www.twitter.com/karlkascawww.twitter.com/karlkasca Connect with me on LinkedIn: www.linkedin.com/in/kascawww.linkedin.com/in/kasca

2. © IncreaseOnlineProfits.com - 20092 What is Social Media? Image Courtesy of: www.walyou.com - Are Social images free to use?www.walyou.com

3. © IncreaseOnlineProfits.com - 20093 Flickr.com http://metacool.typepad.com/metacool/2006/08/gm_uses_flickr_.html http://www.flickr.com/photos/gmblogs/ http://www.flickr.com/help/forum/33525/

4. © IncreaseOnlineProfits.com - 20094 Types of Social Media Communication Blogs: Blogger, LiveJournal, TypePad, WordPress, Vox BlogsBloggerLiveJournalTypePad WordPressVox Internet forums: vBulletin, phpBB Internet forumsvBulletinphpBB Micro-blogging: Twitter,Plurk, Pownce, Jaiku Micro-bloggingTwitterPlurk PownceJaiku Social networking: Avatars United, Bebo, Facebook, LinkedIn, MySpace, Orkut, Skyrock, Netlog, Hi5_(website) Social networkingAvatars United BeboFacebookLinkedInMySpace OrkutSkyrockNetlogHi5_(website) Social network aggregation: FriendFeed, Youmeo Social network aggregation FriendFeedYoumeo Events: Upcoming, Eventful, Meetup.comUpcomingEventful Meetup.com Collaboration Wikis: Wikipedia, PBwiki, wetpaint WikisWikipediaPBwikiwetpaint Social bookmarking: Delicious, StumbleUpon, Stumpedia, Google Reader Social bookmarkingDelicious StumbleUponStumpediaGoogle Reader social news: Digg, Mixx, Reddit social newsDiggMixxReddit Opinion sites: epinions, YelpepinionsYelp Multimedia Photo sharing: Flickr, Zooomr, Photobucket, SmugMugFlickrZooomr PhotobucketSmugMug Video sharing: YouTube, Vimeo, RevverYouTubeVimeo Revver Art sharing: deviantARTdeviantART Livecasting: Ustream.tv, Justin.tv, SkypeUstream.tvJustin.tv Skype Audio and Music Sharing: imeem, The Hype Machine, Last.fm, ccMixterimeem The Hype MachineLast.fmccMixter Entertainment Virtual worlds: Second Life, The Sims Online Virtual worldsSecond LifeThe Sims Online Online gaming: World of Warcraft, EverQuest, Age of Conan, SporeWorld of Warcraft EverQuestAge of ConanSpore Game sharing: MiniclipMiniclip Source: Wikipedia: http://snurl.com/dja7p http://snurl.com/dja7p How Accurate: Essentially same as Britannica! Nature, 2005

5. © IncreaseOnlineProfits.com - 20095 What is Social Media REALLY about? Disclosure Transparency Authenticity Trust

6. © IncreaseOnlineProfits.com - 20096 Social Reputation http://www.flickr.com/photos/silkcharm/2681008129/

7. © IncreaseOnlineProfits.com - 20097 Who cares about Social Reputation? McDonalds: Could have anticipated Super Size Me trend Source: http://www.distilled.co.uk/blog/http://www.distilled.co.uk/blog/

8. © IncreaseOnlineProfits.com - 20098

9. 9 Facebook & MySpace http://www.informationweek.com/news/internet/social_network/showArticle.jhtml?artic leID=215800519 http://www.informationweek.com/news/internet/social_network/showArticle.jhtml?artic leID=215800519 http://www.mlive.com/news/flint/index.ssf/2008/10/tina_meier_mother_whose_daught.html http://www.mlive.com/news/flint/index.ssf/2008/10/tina_meier_mother_whose_daught.html

10. © IncreaseOnlineProfits.com - 200910 Ghost Blogging http://www.scoutblogging.com/2007/03/should_corporate_blogs_use_gho.html http://www.web-strategist.com/blog/2008/12/09/consumers-say-your-corporate-blog-is-not-trusted/

11. © IncreaseOnlineProfits.com - 200911 Facebook – Whos Content is it anyway? http://www.cnn.com/2009/TECH/02/17/facebook.terms.service/

12. © IncreaseOnlineProfits.com - 200912 Opinions/Comments – Got one? Are you sure about that? 'It's good pizza... don't expect to be born again or anything." Yelp: Man detailed billing dispute with chiropractor: Concluded he'd found a "better, honest chiropractor." First chiropractor asked patient to remove review for "unjustly" characterizing him as "unethical and dishonest." Patient refused. Chiropractor got a lawyer Patient did take down the post Chiropractor sued anyway. Settled out of court (so far…). "The Cult of the Amateur by Andrew Keen See & Read Article: Wild Wild Web by Patt Morrison, LA Times, February 26, 2009: http://snipurl.com/djomkhttp://snipurl.com/djomk Comments with Company names/links: Should you, or should you not? Yes, if its considered acceptable by the community (Digg, Delicious, forums, blogs, etc.)

13. © IncreaseOnlineProfits.com - 200913 ePinions.com – Whos Posting? – Can you tell if its your Competitor, or not? http://snipurl.com/djq34

14. © IncreaseOnlineProfits.com - 200914 Twitter & Beyond… Search.twitter.com: http://snipurl.com/djqxahttp://snipurl.com/djqxa Sony Stupid…: http://snipurl.com/djr0ihttp://snipurl.com/djr0i

15. © IncreaseOnlineProfits.com - 200915 Twitter: Who are you, da da, da da, da da da da… Anonymous Twitter names Autorespond (No!): Thank you for following me… Spam bots Spam links (yikes!)

16. © IncreaseOnlineProfits.com - 200916 Social Bookmarking http://snipurl.com/djrr2 - YouTube http://snipurl.com/djrr2 Voting Own Article/Post Tag & Ping

17. © IncreaseOnlineProfits.com - 200917 Second Life Gartner predicts that 80% of active Internet users and Fortune 500 companies will have an avatar or presence in a virtual environment like Second Life by the end of 2011. The predictions were made during "Symposium/ITxpo 2007: Emerging Trends," and were accompanied by five laws to guide enterprises in their virtual ventures. Fourth Law: Understand and contain the downside. Ask if virtual- world activities undermine or influence branding in the real world. Adult content is a large part of virtual economies, so appropriate behavior and ethics must be considered. http://www.gartner.com/it/page.jsp?id=503861 http://www.knowprose.com/node/16634

18. © IncreaseOnlineProfits.com - 200918 Final thoughts… Syllogisms (Used in Rhetoric – the language to persuade) If a b, and b c, then a c All Greeks are Men. All Men are Mortal All Greeks are Mortal The Moon is Green Cheese is Green The Moon is made of Green Cheese Moral: Watch out for…false Persuasion and Deception. Strive for: Disclosure, Transparency, Authenticity, and Trust.