Paola Peretti - "Digital convergence"

DIGITAL MARKETING LAB – Advanced

SOCIAL MEDIA(Social Network & Digital PR)

Paola Peretti

ASAM – Università Cattolica di Milano -7 Febbraio 2011

Digital Marketing Lab – Advanced

SOCIAL NETWORK E DIGITAL PRPeretti Paola © Confidential & Proprietary

Digital Marketing is important

THE REAL LIFE SOCIAL

NETWORK

Introduction

• Iʼm going to talk about 6 things in this introduction:

– Iʼm going to start by talking about how the web is fundamentally changing.

– The real life social network. How people are connected to each other offline, and what that means for their behaviour online.

– Relationships. We all have very different relationships with the people

– Relationships. We all have very different relationships with the people in our life and designing for them is very different.

– Influence. How people influence each other, and how that is driven by the structure of our social network.

– Identity. Why identity is a cornerstone of the social web.

– And last not absolutely not least - Privacy. Why itʼs critical to give people control over their data.

The web was originally built to link static documents together

(left), but evolved to incorporate social media (center), and

weʼre now seeing a web built around people, where their

profiles and content are moving with them as they visit different

websites (right).

The toolbar along the top of the Corriere site is an early example

of where the web is headed. Sites we visit will have our identity

and social network with us, showing us the activity on that site

from people in our network.

We're also seeing a much bigger shift in how people spend their

time online. People are spending much more time interacting

with other people, and much less time consuming content from

websites. This shift is not about any one particular social

network. It's about people connecting to each other online.

So this shift is much greater than any one social network, and

much more complicated than deciding where the 'share this'

buttons go. Almost all the sites and apps we design from now

on will have embedded social features…

Itʼs already happening. In the future weʼll know things like who out of our friends has

bought this bag, who has bought this brand, who bought competitor brands, what do

people think of this brand and weʼll have ways to communicate with them to find out

more. Understanding sociability will become a core requirement for designing online.

Almost all of us will need to become skilled in social web design.

The approach is changing…

• The social web, and all social media that operate

within it, is a way of thinking as opposed to a new

channel. Itʼs not about sales, or ads, or click-through

rates.

• Itʼs about pursuing relationships and fostering

communities of consumers. Itʼs about rethinking

how you make plans when your customers are in the

center and in control.

The approach is changing…

I want to start by telling you a story about

Giulia…She has lots of different groups in her

Her friends from where she lived…

Friends from where she lives now..

Her family…

What’s happening online…

When you think about building your

strategy on social network, remember

that….

Where do you want to put your brand

in Giulia’s life?

• Define your community BEFORE

• Build the right personas

• Be patient, use social network to recruit and

they will come

• Think that now Giulia doesn’t want a ton of

friends in the same group…she wants different

communities to be part of it

• When thinking about how the web is changing, many

people focus on the technology.

• People are using technologies every day that didnʼt

exist a few years ago. The rapid pace of change

means that businesses focus on what technology or

application is coming next.

• But the people using it donʼt care about the

technology; they care about the communication that

the technology enables.

• The first is that people often don't know what they are going to do with the things they build.

• There are so many Facebook fan pages with hundreds of thousands of followers yet nothing is happening. So 100,000 people became a fan of yours on Facebook. Now what? This is the fan page for the magazine seventeen. There are 174,000 fans but no conversation.

• You need to look at things like Facebook fan pages and think: “How is this going to fundamentally improve my relationship with my customers?”

What is important to remember…

• Focus on what motivates people to use new

technology. Technologies will come and go,

but the fundamental social behavior patterns

of people will remain the same.

• A better long term strategy for business is to

understand peopleʼs motivations for using

new technologies, and not the technologies

themselves.

How to be ‘advanced’?

• How are people connected around your business?

• Avoid the use of the word friend for connecting people. Understand how people describe their relationships for the behavior you’re trying to encourage.

• Allow people to create custom names for groups, and allow people to rename the group if it changes over time.

• Support side conversations. Allow people to fork conversation threads with a smaller number of people.

How to be ‘advanced’?

DESIGN FOR DIFFERENT

TYPES OF RELATIONSHIPS

As digital marketers, the biggest

thing we need to think about when

designing for temporary tie

interactions is trust.

How can we design in things that help people understand

whether they should trust each other? Here is a nice example

from evogear.com. I can start to trust this review because I

know that the person actually bought the skis he's reviewing.

So at the end we can say…

• Knowing which tie you're designing for can really help you prioritize features.

• Consider how to design for different types of relationships. Something designed for close friends to interact will look a lot different than something designed for friends of friends to interact, which will look different than something for strangers to interact.

interact, which will look different than something for strangers to interact.

• Don’t try to design something for all types of relationships. You’ll simply end up with a compromised solution for everyone.

• Understand which types of relationship ties are most important for what you’re creating, and design primarily for them.

Some more things…

• What is also important to think and build in

advance:

– The content being communicated

– The urgency of reply required

– The level of privacy required

About different social networks

• People’s online communication channels need to support the right types of interaction and audience. Ensure you know what your users need. A feature that is designed to support oneto-one communication will look different than one designed to support one-to-many communication.

• Different channels have different attributes that make them

• Different channels have different attributes that make them more or less appropriate for communication with different audiences. Understanding these attributes, and when and why people use different channels, can help companies give people the right communication options at the right times.

Digital PR

We often look to

others when making

decisions

The scenario is evolving…

• People try to behave rationally, they try to make

objective decisions, but other factors mean that they

can't. The problem is that we all have limited access

to information, and limited memory.

• Because of this, we have learned to rely on others to

help us make decisions. We assume that other

people know things we don't. In fact, we do this so

often, that we automatically look to the actions of

others, even when the answer is obvious.

The scenario is evolving…

• The web is increasing the volume of information available to us, but our capacity for memory isn't changing.

• So it's likely that we'll increasingly turn to others to make decisions. There was once a time when

to make decisions. There was once a time when we picked what restaurant to eat in by looking in the window. But now, we often can't decide without pulling out our phones and searching the web for reviews from people who have eaten there before.

Decisions Making Support

• If other people are heavily influencing our decisions, and in some cases making the decisions for us, how does this impact what we buy, what sites we visit, how we spend our time?

• If we want people to use our products, to use our website, it is important that we design in features that support our friends making decisions for us.

& NOW LET’S

START OUR

DIGITAL LAB!

Social Network & Digital PR

• During the last months I received a lot of

questions about this topic, so the goal for

today is to answer…

#1: What are the social media

marketing best practices?

• How can I make sure my message is noticed and not buried in all the other noise?

• How many social media channels do successful social media marketers use?

successful social media marketers use?

• What are the marketing DOs and DON'Ts for Twitter, Facebook and LinkedIn?

• What is the most effective way to drive business without "spamming"?

• How do I make a message go viral?

10+ Top Facebook pages and why tehy

are successful

• #1 Red Bull

– They know what their personas will respond the

best and they deliver it

– They’ve created games, web TV program with

integration of celebrities

– They use multiple segments (remember not one

group of friends anymore)

# 1 Red Bull FB Page - TAKEWAYS

• Welcome tab: different for a non-fan, it is simple – they only put one thing on their welcome tab making it very clear what they want to happen

• Note: if you add too much on your welcome tab your fans will get confused and likely not take any action

• Remember the LESS IS MORE concept…go for ONE CALL TO ACTION

# 1 Red Bull FB Page - TAKEWAYS

• Always consider spending some money on the

CREATIVE design of your page, it can make the

difference

• Pay a lot of attention to your call to action,

specifically for the ‘Like’ bottom

• Think of the different pages as the best way to

segment and create sub-groups

#2 Burt’s Bees Fanpage

• A great use of photos and videos to give a

behind-the-scene view of their company and

products

• #2 Burt’s Bees Fanpage

Quiz – Entertainment & Info

Shop & Share

#3 Uno Chicago Grill

• How to re-create a web site on a FB page!

• How to focus even on a retailer and stress

some useful info about menu, products,

location in a very smart way – to satisfy a

specific need

• Fan of the week contest – they asked fans to

post a photo of themselves while at an Uno

restaurant - integration

# 4 Livescribe

# 4 Livescribe – Great Apps

# 4 Livescribe – Support

# 4 Livescribe – one of my favorite FB

• You can buy directly from the FB page

• You can tweet about their product and post about

them on your FB wall

# 4 Livescribe – one of my favorite FB

• FB is more than a fans page it can be:

– E-shop

– Support after sales

– Education

– Entertainment

– Apps

– Sharing

– Tweet

– …..and a lot more!

# 5 Bulgari – this is also a good one!

# 6 Toy Story 3 – Fun!

# 6 Toy Story 3 – Order now!

# 6 Toy Story 3

• Another good example of:

- Fun for everyone but segmentation

- Order online and integration with retailers

online and offline

- Apps “Tickets together”: to buy tickets to go

to the theater on FB!

# 7 Coca Cola

• Another good example of:

- Innovative promotions

- Fun and interactive features

- Create your-own fan page, go viral

# 8 Oreo

# 9 Jones Soda

Jones Soda – Micro Site

Jones Soda – Great Discussions

Jones Soda – Great Video Channel

# 10 Travel Channel

# 10 Travel Channel – Great

Welcome Page

#2: How do I best manage my time

with social media?

• How much daily time do successful marketers

spend on social media marketing?

• How do I overcome the objections of those

who say they don't have time for social media

marketing?

• How does an organization avoid becoming

overwhelmed by the demands of social

media?

Use of social media marketing

• 91% marketers do

• And a significant 65%

have just started either

now or few months ago

Time committment for social

media marketing

56% marketers spend 6 hours or more each

week; 30% for 11 hours or more

Age factor

People age 20 to 29

spend the most

time using social

media marketing

#3: How do I reach my target markets

with social media?

• How do companies use social media

marketing to attract and retain consumers?

• How do I use social media marketing to target

geographic audiences?

• How does social media marketing help brick-

and-mortar retail stores?

• How do I best use social media marketing to

target small niche markets?

Remember your personas..

#4: How do I generate traffic and

leads using social media?

• How do I obtain qualified subscribers to our

blog, newsletter and/or Twitter feed?

• How do I reach a large audience, outside of

my current contacts, and get them to

respond?

• How do I drive more traffic to our website

using social media marketing?

Listen

• The best way to understand how to recruit the

right people and bring them to your FB page

or to your community or even to your web site

is to listen to their conversations in the digital

space….

New tools to listen

The second way to bring the right

people on board is to…

• Work hard on SEO (and be patient last trend on Google is to take 6 months to read your tag and meta tag…)

• Invest in Digital PR (bloggers activation,

• Invest in Digital PR (bloggers activation, community engagement, online editorial outreach, FB contest…)

• Partnership with others web sites, associations, etc. > you want them to put your link on their web site…

#5: How do I implement social media

tactics?

• Can you provide a comprehensive guide for

how to use all the tools?

• How do I fully integrate mobile?

• How do I enhance our Facebook fan page?

• How do I put those handy social media icons

at the bottom of my blog post?

Commonly used social media tools

• Twitter, FB, LinkedIn and blogs are the top 4

social media tools used by marketers in US in

• In 2009 FB was in fourth place and blogs were

in second place…

• Small business are most liklely to use LinkedIn

to build their network

Tools used B2B vs B2C

#6: What are the latest social media

trends?

• What can we expect in the next three years?

Will social media converge or will there be

more divergence?

• Is social media here to stay or is it just a fad?

• How do I stay current with all the changes?

• What's the next "big thing" in social media

marketing?

Facebook

You Tube / Video

Twitter

Forums

New tools:

• StumbleUpon, Digg, Reddit, Mixx

• Social Bookmarking

• Ning site

• Mobile Smartphone & Apps

StumbleUpon.com

Mixx.com

Find relevant conversations

Social Bookmarking

• Il social bookmarking è un servizio basato sul

web, dove vengono resi disponibili elenchi di

segnalibri (bookmark) creati dagli utenti.

• Questi elenchi sono liberamente consultabili e

condivisibili con gli altri utenti appartenenti

alla stessa comunità virtuale.

Wikipedia.com

Social bookmarking – Digg.com

Siti Social Bookmarketing Italiani

• Del.ico.us

• Diggita

• Digo

• FaiInformazione

• Groggit

• Pliggalo

• Rankalo

• SegnaloAlice

• Social Planet News

• Squic

• Groggit

• NotizieFlash

• OkNotizie

• PiiROS

• Pligg

• Squic

• SuGiu

• TechNotizie

• TuttoBlog

• UpNews

• Wikio

Mobile Trends

Mobile- Areas of interest

#7: How do I get started?

• What are the steps to building a strong social

media platform for my business?

• How do I get it all set up if I'm not very tech-

savvy?

• Is there a way to dabble with a blog without

committing to one?

• What are the dos and don'ts when I'm first

getting started?

First step

• Define what’s your goal + objectives and strategies

• Analyze what you are doing online

• Set a process and how you want to reach your

objectives

• Find a good partner

• Integrate with your traditional activities

• Involved the company

• Study…

#8: How do I integrate my social

media activities?

• How do I tie all the applications together to get the best results?

• How do I best keep my social media efforts organized and linked?

organized and linked?

• What are the best tools to use to coordinate social media efforts while still being true to the social norms of each platform?

• Is there a program or system for pulling all these technologies into one platform?

Uniqlo – Case Study

• Uniqlo is a company known for marketing innovation in the digital space.

• Each year, their new fashion lines are launched globally with a campaign of simple, but highly engaging digital content.

• Uniqlo is an inherent global brand that has been built using digital media. By relying music, imagery, design, dance, shapes and forms they can create a campaign once and use it everywhere.

• They are effectively using the Web as their global marketing medium.

How to integrate & grow

• “Fans First” will continue to be our compass

• Continue building Common Solutions to

Amplify online and leverage offline

• Different Global & Local campaigns

• More Brands on More Platforms

• We will continue to Test, Learn, Share, SCALE

& REPEAT…Again, and Again, and Again

#9: How do I evaluate the advantages

and disadvantages of each platform?

• How do I evaluate which site will be most effective when marketing my business?

• How do I assess the value of the latest tools (social bookmarking, StumbleUpon, or

(social bookmarking, StumbleUpon, or whatever) and learn to use and integrate them with my existing strategies?

• What are the social norms for using Facebook for marketing?

#10: How do I measure social media

return on investment?

• How can I tell a convincing story to management about the return on investment for social media marketing?

• What are the key metrics to follow for measuring return on investment in terms of customer

return on investment in terms of customer satisfaction, revenues and brand loyalty?

• How effective is social media versus the resources needed to maintain the effort?

• Are there any industry benchmarks that track the impact of social media marketing?

Benefits of social media

• Helped me to close business (73.8% of

marketers who have been using social media

for +2 years)

– B2B more (51.3%) than consumers (44.9%)

– Small business (57.8%)

Benefits of social media

• Generated exposure for my business

• Resulted in new business partnerships

• Generated qualified leads

• Reduced my overall marketing expenses

– The main financial cost of social media marketing is the time it takes to gain success

• Helped us rise in the search ranking (reputation)

• Increased my database (traffic/subscribers, etc.)

Benefits of social media marketing

• The number-one benefit is gaining all-important eyeball

• Increase in serach engine rankings

• Qualified leads

Helped me close business

• 73.8% marketers who have been using social

media report it has helped them close

business

Measurement Foundation

CRMCRMBusiness

IntelligenceBusiness

Intelligence

ROIROISalesSales AnalyticsAnalytics

Business Challenge

• Corporate culture

• Customer information

– Sales data

– Customer research

• Managing expectations

– Time frame, budget, capabilities

• Department fragmentation

• Semantics

– What is ROI?

Technology Challenge

• Customer tracking

– Social networks and over time

• Data and analytics

– Managed by multiple parties

– How do you get all the data and make

analytics/data platforms talk to each other?

• Making sense of the data

– Interpreting results from various data sources

How to measure

• numero di fan

• costo per fan

• owned media value

• earned media value

• fan click through to sales lead

• fan engagement

• social conversation volume

• sentiment

How to measure

• tasso di reclutamento o acquisizione nuovi utenti

• retention (tasso di trattenimento): quanti utenti restano e continuano a partecipare

• tasso di fidelizzazione: utenti che diventano fan e ambasciatori legandosi al brand e all’azienda, aiutando il percorso di buzz e di influenza su altre persone come loro.

percorso di buzz e di influenza su altre persone come loro.

• Questi parametri sono inseriti in Google Analytics e in altri strumenti che se confrontati con il proprio database di marketing e incrociati con i dati di vendita, possono aiutare a costruire dei Key Performance Indicators per il piano di marketing digitale.

In Italia tipicamente si misura…

• aumento in brand equity e fidelizzazione

• aumento della notorietà del brand

• aumento della soddisfazione dei clienti

• customer care più efficiente

• aumento delle vendite

• informazioni in tempo reale sui/dai clienti

• PR più efficaci

• azioni mirate e rilevanti

Remember the objective…

Contact Info

• Paola Peretti

• Cell 334.7510791

• Paola.peretti@yahoo.com

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