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Social Media for Entreprenuers
October 28, 2010Dave Linabury,
EVP, Group Director Social MediaCampbell-Ewald
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The Age of Exabytes
1 billion Gigabytes
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2002:Internet = 5 Exabytes
2008:5 Exabytes per month
2010:21 Exabytes per month
How big is the Internet?SOURCE: HP
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Social Media is not a fad
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52%
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1% of the Earth’s population plays
Farmville
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‣ 66% of businesses plan to increase expenditures for social media —MediaPost Online Media Daily
‣ 65% of journalists turn to social media sites such as Facebook and LinkedIn, and 52% use Twitter as an information source—Cision and George Washington University’s MBA for Strategic PR
‣ 80% of companies use LinkedIn as their primary means of !nding new employees—Socialnomics09
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Who Owns Social Media?
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‣ PR?
‣ Corporate Communications?
‣ Marketing?
‣ Developers?
‣ IT?
‣ Your Customers?
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It belongs to everyone. It has to.
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Case Studies: How is Social Media Being Used by Major
Corporations?
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Tahoe Apprentice
‣ Tahoe Apprentice was a contest designed to promote the launch of the Chevy Tahoe
‣ Contest ran four weeks and generated 250,000 entries
‣ Heavy news coverage and ultimately led to one of Chevy’s most successful launches in history
‣ Criticized (initially) for negative ads
‣ Now praised as the textbook case of how to do consumer-generated media right
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An Intractable Problem
that Prevents Recruiting Every Year
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Moms.
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Mothers have a biological instinct to protect their children
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From the Navy, apparently.
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Moms don’t want to talk to recruiters.
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Our Proposal to the Navy:
‣ We’ll build an online community for Moms
‣ Moms can talk to moms who already have kids in the Navy
‣ Open-source software to save money
‣ All word of mouth to join
‣ No Naval interference
‣ Short of hate speech, no censorship
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The Navy said…
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“That just sounds risky as Hell. Sir.”
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Naval requirements to Campbell-Ewald
‣ This will be a six month test
‣ No results? We pull the plug
‣ If the results are good, re!ne and continue
‣ You get to start the community in the worst recruiting area in the country: Boston, Massachusetts
‣ If you get results there, we’ll consider going national
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Our Solution
‣ Ning platform ($50/month)
‣ Creative: A masthead design or three
‣ Minimal engineering time (CSS and a widget or two)
‣ Invite in"uential moms to populate during the soft launch
‣ Pray
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Secret Sauce
‣ Googled Navy blogger Moms
‣ Got 40,000 results
‣ Invited 71 moms that had large followings to start the community; 67 agreed
‣ The moms added content for 2 weeks while construction ensued
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To say it took off would be a bit of an
understatement
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40,000+
Members
120,000+
Photos
850+
Videos
1,350+
Groups
16,000+
Topics150+ Events
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Allison McCann
Vickie Hill
Stephanie Henderson
Amber B
Char
Amber
Angela Jefferson
B. Smith
Ann
Brandon's Mom
Bridget Ralston
Candy Girl
Sherry Johnson
Carol Hughes
Cathy Finch
Chasati Martin
Chris
Angee
Bill
Bruce Pennino
Heather
Jamie
Katey
Larisa Elliot
Lila
Nicole
Robin
Denise
Chris Johston's Mom
Debbie
Diana Morris
Diane
Helen Martin
Mary Ellen
John's Mom
Elaine
Joyce Slabaugh
Sharon Simmons
Julie
Karen
Angie
Barb
Carolyn Love
Fred
Karen Davidson
Karen80
Kimberly
LisaB
Mari
MichelleB
Regina
Ronda
StevesMom
Terry
Tina
Viviane
Navy News
Patty Cole
Kathy
Kim Mills
Laurie Owens
Leann Castor
Lucie DunnMaria Figueroa
Marie
MassMom
Mary Pat
MaryAnn
Melanie
Melissa
Pat Gibson
Peggy
Rita
Sha'
Sheila
Shelly
Shirley Foland
Stephanie
Sue
Susan J
SyracuseConnie
Terry Whitney
Theresa
Tricia T
Victoria
Paul Libbey
Trish Vosburgh
Stacey Melanson
Angela MacLeod
Jay Anderson
Roxann
Joyce Tuscan Mom
Christine
Anita
Kay
HOW TO READ THIS MAP:Social networks consist of two elements: nodes and edges.
Nodes represent the people communi-cating with each other. On this map, they are represented by colored circles.
Edges represent the connections be-tween the nodes. In other words, who spoke to whom. Nodes with many edges (connections) show that person clearly reached out to lots of people and thus had a lot of activity and en-gagement; an important measure in social media.
KARENGALLAGHERSuper Influencer
STEVE’SMOMPotential Momturned Influencer
VICKIE HILLPotential Mom,highly motivated
LAURIE OWENSNavy Mom, Influencer
This chart was created when there were only 96 women on the site. If we tried to map the number of connec:ons now, the slide would be over 1/4 mile square.
Es:mated number of connec:ons between members exceeds 1,600,000,000.
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Sociological Data
‣ A new mom joins the site every 21 minutes
‣ She will post 4.2 personal photos
‣ She will respond to 16 topics
‣ She will watch 11 videos
‣ She will invite four other moms
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She will change her mind about the Navy on her 8th day as a
N4M member
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Moms change their minds for the same reason every time…
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They want to be proud of their kids,
too.
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Results:
‣ We actually got recruits in Boston!
‣ Lowered the cost of recruiting in New England
‣ Changed the Navy’s recruiting script and methods forever
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What works?
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Know Your Audience
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Longform content, whitepapers, brochures
Print length, online articles
Blogs, email, landing pages
TV, radio scripts
Mobile, OLA, OLM length
Micro-content like Twitter, Facebook status, FriendFeed, social bookmarks
Calls to action for buttons, links
Content Strategy
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MAHALO
WIKIPEDIA
FLICKR
COMMUNITY
YOUTUBE
NAVY.COM
SLIDESHARE
Develop an Ecosystem
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What doesn’t work?
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It’s not about numbers; it’s about engagement and
relationships
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ROI is crucialIOR is even better
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What’s the investment of posting to Twitter?
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What’s the investment of
playing golf with a client?
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Or attending a party on behalf of the
company?
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All are crucial.None have
measurable ROI.
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Three Requirements for Social Media
‣ Time
‣ Bodies
‣ A champion
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Where’s the money?
‣ No one has a new pot of money to use for social media
‣ 10% of media budgets are now for social media in Fortune 500 companies
‣ Start by replacing your weakest media with social media for six months.
‣ See if you (or your customers) miss it.
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What can I do for my business?
47
Radian6 Interface
Tagcloud
Source Count by
Engagement
Trends by Media
Type
Topic Trends by Sentiment
River of News (Live
stream of tweets, blogs, comments, replies, ratings,
etc.)
Workflow
48
Types of Analytics
‣ Share of Talk
‣ Share of Voice
‣ Engagement
‣ Participation
‣ Time Spent with Brand
‣ Sentiment
‣ In"uencers
‣ Detractors
‣ Brand Reach
‣ Conversational Gaps
‣ Trends
‣ Topics
‣ Velocity and Virality
‣ Bounce Rate
‣ Conversion
‣ Loyalty
‣ Tone
‣ ROI
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Gender Analysis
‣ Ambiguous screen names
‣ Fraudulent behavior
‣ Underage member
‣ Dual identities
‣ Assumed identity of parent/spouse
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Align your efforts with your current business strategy.1
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Ensure your entire company is on LinkedIn.
Consistently.
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The Age of Free. What can you give away?3
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Don’t try to be everywhere. It’s impossible.4
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Stop viewing this as a tool or channel. It’s a relationship.
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Less of this.
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More of this.
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Reputable Sources
‣ Mashable (mashable.com)
‣ ReadWriteWeb (readwriteweb.com)
‣ Chris Brogan (chrisbrogan.com)
‣ Copy Blogger (copyblogger.com)
‣ Social Media Explorer (socialmediaexplorer.com)
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Thanks, EO!
Dave Linabury@Davezilla
Davezilla.comDavezilla@gmail.com
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• Neal Boudette - Choose a medium, drive traf!c to your content, delegate
• Ken Cauley - manage distributed network of bloggers (GURU)
• Hubert Sawyers - integrate with your brand, de!ne & connect to your audience
• Marisa Smith - Integrate web, Twitter, Blog, Facebook, LinkedIn
• Charlie Wollborg - NEWBIES! Create the content to attract an audience
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