101 Pages of Social Media by Robin Low

8/9/2019 101 Pages of Social Media by Robin Low

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By : Robin Low

The 101 pages social

media


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A radical change has occurred in the

World of advertising and marketing


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Consumers are not listening anymore

Interruptive marketing has seen its day

Source: http://www.=.com/upload/wysiwyg/M1805/IIR_M1805_Seaton.pdf


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The Audience

is creating

Source: http://www.iirusa.com/upload/wysiwyg/M1805/IIR_M1805_Seaton.pdf


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The Audience

is selecting

Time Shift technology



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The Audience

is changing



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Consumers control the online environment sobrands need to think about facilitating user-

created actions, not just user-generatedcontent." Unlike newspapers and TV where the

advertisers are speaking at consumers, theInternet allows for more back and forth

interaction.

Source: http://china.seekingalpha.com/article/30979

advancements of digital

media


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traditional media is dead.

1. Consumers do not trust advertisements.(They would rather read a review on a blog or awebpage rather than corporate page)

2. Consumers are immune to interruptivemarketing. (too many mediums, too many ads)

3.Consumers are informed, andinformation is readily available.

4. With a global business, it cost too much toreach out to everyone.

5. With social media, the cost is $0, no external

company needs to be engaged.


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Rank Country Number of Facebook users 12 month growth % 6 month growth %

1 USA 101,303,240 140.80% 46.00%

2 UK 22,625,300 51.50% 20.90%

3 Turkey 16,943,780 113.60% 36.80%

4 Indonesia 14,681,580 1536.70% 126%

5 France 14,290,700 117% 32.60%

6 Canada 14,228,460 31% 19%

7 Italy 13,272,760 137.60% 30%

8 Philippines 8,387,560 2046.80% 208.40%

9 Spain 7,701,200 196.70% 33.40%

10 Australia 7,611,920 75.80% 25.70%

11 Argentina 7,387,120 227.50% 50.60%

12 Colombia 7,243,520 99.40% 25.80%

13 Mexico 6,505,040 351.50% 78.50%

14 Chile 5,808,020 39.90% 20.20%15 Germany 5,799,520 361.90% 84.90%

16 Taiwan 5,490,300 4763% 701%

17 India 5,397,480 403.80% 66.80%

18 Venezuela 4,952,340 164.20% 38.40%

19 Malaysia 3,975,640 367.50% 99.30%20 Sweden 3,066,180 80.70% 34.10%

Facebook usage statistics by country - Dec 31st 2009


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facebookstatistics

0

20,000,000

40,000,000

60,000,000

80,000,000

100,000,000

120,000,000

Usage

USA UK Turkey Indonesia France Canada Italy Philippines Spain Australia

Country

Usage vs. Country (Top 10 Countries on Facebook Dec 2009)

Asia - 10.5% Users, fast growing MarketSingapore > 1.1 million usershttp://www.nickburcher.com/2009/03/facebook-usage-statistics-by-country.html
http://www.nickburcher.com/2009/03/facebook-usage-statistics-by-country.htmlhttp://www.nickburcher.com/2009/03/facebook-usage-statistics-by-country.html


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1 in 4 Facebook Users ComeFrom Asia or the Middle East


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Graphics by @G_obieta


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internetpenetration


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internetusers


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media Landscape

Internet Advertising Bureau, 2004


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product Proliferation

While mergers, both horizontal and vertical, the landscape of the industry in the world have been changing.Various organizations market many variations of the same products. The number of brands ofeverything is ever increasing and house brands are common in chain stores, resulting in consumers having

more options.

Source: Strike up the Brands. McKinsey & Company, December 2003Source: Darwin Day Conference, Google


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media Proliferation

Source: Left Brain Marketing, Forrester Research (April 2004);

The Vanishing Mass Market, BusinessWeek (July 2004)Source: Darwin Day Conference, Google

Today, media is fragmented 13,500 radio stations(4,400 in 1960)

17,300 magazine titles(8,400 in 1960)

82.4 TV channels per home(5.7 in 1960)

And the Web: Millions of sites

Billions of pages


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medium Proliferation

Besides getting your ads on TV, newspapers, radio and magazines,many other new mediums are used to bombard consumers with ads.Today, ads can be found virtually everywhere, on sms on cellphones, your IM communicator, computer games and in movies. Asa result, consumers are growing more wary and tired of

advertisements.


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Social media is like teen sex.Everyone wants to do it. Nobody

knows how. When it is finallydone there is surprise its not

better

-- Avinash Kaushik, Analytics evangelist, Google


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things people want fromsocial media

I want a Facebook Page

I want bloggers to write about me

I want a twitter account

I want a YouTube Channel

I want a Flickr Group


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social media involves

creating FB pages, Twitter account,YouTube account.

Updating profile, bio.

Getting Fans to join page

Planning theme and strategy toengage public.

Creating Engaging Content

Monitoring Comments andFeedback.

Analyzing Reports

ONE OFF

EVERY CHANGE

DAILY

DAILY

DAILY

MONTHLY

MONTHLY


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how some companies startsocial media

Engage PR companines

Hold media / social events, invitebloggers, tweeps.

Send press release to bloggers.

Send samples to bloggers.

Expect blogs to be written by the peoplethey engage.


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Engage Advertising Agencies

Buy Ads on all forms of media to promoteblog.

Pay for banners.

Pay bloggers to blog about them.

Focus on blogs to drive specific eventsand traffic to their company.


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Engage Social Media Gurus / Companies

Blog for them

Tweet for them Manage their Fan Pages

Manages their groups

Podcast their events / news.


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unrealistic goals

I want bloggers to say good things aboutme.

I dont want any bad comments orfeedback.

I want a lot of traffic and fans within ashort period.

I want statistics for impressions, andreach, on every platform.


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results

Unproductive social media effort, slow andineffective.

Staff untrained, uninterested and uninvolved.

Lack of social media awareness amongst staff.

Lack of social media policies.

Cannot deal with any form of crisis.


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hindrance to social media

Inertia a great barrier to social media, if you dontstart now, you will never find the time to start it.

Risk Adverse afraid of negative feedbacks?Conversations will happen with or without you.

Lack of knowledge dont know where to start.

Resistant to change scared of new technology.Lack of empowerment need a lot of approval cutthrough the bureaucracy.


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objections to social media

Recruiters will poach staff. Its just a fad.

We dont have time. We dont want employees wasting time. LinkedIn is for people who are looking for

jobs. My target audience is not on Facebook.


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KNOWLEDGEKNOWLEDGEKNOWLEDGE


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what is social media?

Social Media is a group of online mediawhich has the following characteristics.

1.Participation2.Networks

3.Two-way communication

4.Connectivity

5.Open source


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Golden Rules

Communication in a 2 way street -- speak,listen and learn

Other people are allowed to have opinions

Give before receiving

Be truthful with your messages


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The satisfaction effect

Source: http://www.churchofthecustomer.com
http://customerevangelists.typepad.com/photos/uncategorized/steps_medium.jpg


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Attention Engagement

The new paradigm


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creative use ofsocial media


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youtube

Susan Boyle shot to Stardom on Britains Got Talent 2009, with acombined view of 150 Million on YouTube during the show in April


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Blendtec used YouTube channel to Podcast one of the most popularprograms on Youtube with 205,000 subscribers. (August 2009)


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Great travel blog paid for by Best Western.

B di d d h l d R t ld h 40 000 F


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Branding and ads helped Resortsworld have 40,000 Fansbefore launch in February 2010 in Singapore


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other social media Marketing Examples

http://mashable.com/2008/07/23/corporate-so

http://www.beingpeterkim.com/2008/09/ive-be
http://mashable.com/2008/07/23/corporate-social-media/http://www.beingpeterkim.com/2008/09/ive-been-thinki.htmlhttp://www.beingpeterkim.com/2008/09/ive-been-thinki.htmlhttp://mashable.com/2008/07/23/corporate-social-media/


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Case: DELL HELL

In 2005, Dell didnt have a blog. But one oftheir customers did


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If you search for Dell Hell in Google, that guys

post is the first result. As a result, Dell got negative press coverage in the

New York Times and Wall Street Journal.

Dell Hell on Google


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dell couldnt fight back

Dell didnt have a blog, so they wereunable to communicate with the angryblogosphere.


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But there was a happy ending. Dell set uptheir own blog.


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In the age of customers empowered byblogs and social media, Dell has leaptfrom worst to first." Jeff Jarvis,

Businessweek. First step: Dell dispatched technicians to

reach out to complaining bloggers and

solve their problems, earning pleasantlysurprised buzz in return.

Happy Ending


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Dells new blog
http://direct2dell.com/one2one/default.aspx


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measurable results

Dell saw a 27 point decrease in negative

blog posts, from 49 percent at the peakof Dell Hell to the current 22 percent.

Cost would have been hundreds of

millions for similar ad campaign.


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"A company this size is not going to beabout a couple of people coming up with

ideas. It's going to be about millions ofpeople and harnessing the power of thoseideas."

-- Michael Dell

N i l di


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No social media presence = nocontrol!


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successful companies on facebook


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i l k ti


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4 phases ofsocial marketing


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know what you want to accomplish

Develop a social media marketing plan

for a specific goal or purpose.

This will help you pick which site to useand how to measure success.

decide on purpose of social media and


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decide on purpose of social media and

companys position

Social media is not a pure salesmedium, decide on what youcompany would want to use it for.

Your social media presence is morefor online branding, educating yourcustomers and engaging the public.


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decide on which platform to use

There are many different social mediaplatforms to use, which one fits yourcompany best?Find where your niche and audience arelocated and which platforms they are onand engage them there.Tip: Engage in 3 4 platforms. Crossmarketing between the platformscreates multiple touch points.


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decide on how your social media will be managed

Who will be in charge of the Twitter

account and Facebook Pages?Find out the rules needed formanagement to be comfortable.

Find different roles for people withdifferent comfort levels and skill sets.

R t t


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You know your company best and social media isabout transparent truthful communication and the

willingness to engage.

Authenticity is important.

You cant outsource your voice.

With the fast turn around time needed, it is moreefficient to have direct communications.

Reasons not to

outsource


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develop social media policies

Decide on what can be said and what

cant be said and integrate it into yourHR policies.

Set up staff training around your socialmedia policy to create awarenessamongst all staff.

passively


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market passively

Social media folks are not used toaggressive marketing, and will beturned off by it.

Aggressive marketing may bringnegative results.


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Be sure you provide many greatreasons to follow you.

Keep content interesting andvaried.

Always have your audience inmind.

add value

consistent


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be consistent

Consistency is key.Allocate a few hours a week to

monitor your social media progress.Consistently be part of a community,not there only to market products.

Participate in conversations and donot leave conversations you started.


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buildrelationships

Listen

Get involved in conversations

Reply to feedbacks

Reach out where people gather

Be real (and transparent)

Be committedBe personal (not behind a corporate

account)

reference


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respect copyright and reference

sourceThere are codes and ethics you

need for follow, and in social media,there is no exception.

Referencing source, adding linksadds credibility to your blogs.


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be helpful and approachable

Do not just broadcast your ownmessages.

RT (Re-tweet) interesting news andinformation to your audience.

Reply to comments.

Answer questions you know theanswer to that appear in your feeds.

Participate in conversations.


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focus onqualityrather than quantity

On Twitter and Facebook, focus onquality interactions, and build deeprelationships.

Convert fans into Evangelists andhope they can promote your companythrough word of mouth.

Numbers may mean more chances ofspreading message but DOES NOTGUARANTEE that.


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cross promote andshare messages

There are applications that allow you toupdate status on LinkedIn, Twitter andFacebook. If they are the same message

you want to update for all your mediums,simply use Hootsuite.

It is ok to update your new blog post on all

your different channels and no reason whyyou should not do that.


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be in forlong haul

Building relationship and trust takes time.

Do not give up after trying out for onemonth. Relationships are not built

overnight.

Social media can increase your profile andopen many opportunities if you try, you

may not even actively market yourself oryour company.


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dont allow it toconsumeyour time

If not managed properly, social mediacan be a distraction if you just haveconversations in small groups.

Make sure your efforts are not in the

way of doing business.


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staffempowerment

Trust your staff

Get everyone involved

Amplify word of mouth

Everyone has their networks

Find comfort levels

Find comfort niche Allocate time and resource

Give rewards.

If you regularly your profile is:


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If you regularly ... your profile is:

blog, podcast, tweet Creator

write reviews, post replies Critic

tag objects, use RSS Collector

update your profile Joiner

read blogs Spectator

do none of the above Inactive

Participate

Profile Example Goal Tools


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p

Creator amplify word of mouthblogs

Critic product development wikis

Collector market research RSS

Joiner public relations social network

Spectator canary in thecoalmine

brand monitoring

Inactive getting started search

Find Comfort Zone


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observations

As the number of channels increase,overall engagement increases at a

faster rate.

Engagement differs by industry. Financial performance correlates with

engagement.

It Provides Multiple CommunicationTouch Points(More touch points can present a ripple effect, inducing viralmarketing, boosting brand recognition and driving sales volume.)

http://jeffbullas.com/2009/07/21/report-reveals15-best-practices-of-social-media-implemented-by-the-top-100-brands/#comment-2005

i l di


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making social media part of your work life

RSS

widgetswidgets

desktop appsdesktop apps


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O


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A direct result of not tying activity to an end game, theability to know what it is we want to measure before we

engage. Doing so, allows us to define a strategy and atactical plan to support activity that helps us reach our

goals and objectives.

--Brian Solis, author and principal of the FurtureWorks agency

measuringROI

B i S li ROAD


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Brian Soliss ROAD

P l it


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PopularityMany companies engage in social media, andmost like to use some form of popularity matrix tomeasure ROI. Words like engagement,participation, and involvement became key terms

for defining online interactions with consumers.

Trust and affinity are used to measure the coregroup of followers. Of all these matrixes, you could

measure the improvement in customer service.Both in terms of the increased ability for people torate and review products, as well as theopportunity for customer service teams to engage

and provide proactive response.

M i


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Measuring success

Inability to measure ROI, lack of budget funding, andmanagement resistance are barriers to companiesimplementing social media campaigns, and it is a great wayof getting budget slashed.


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Ive seen multimillion-dollar print andtelevision advertising initiatives get the

green light because CMOs understoodthe media and Ive seen $10,000social-media efforts scratched because

execs didnt get it.

Ti


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Tips

Know Your End Game: As Brian Solis said defining your end game isnecessary in order to be able to quantify results. Know what are youtrying to accomplish and how you want to try keep track of it all.

Define Your Metrics: What metrics do you need to track to quantify

results: Leads, Registration, Sales?Check Your Tracking: I cant tell you how often a new client doesnt havethe right pixel/cookie set on the right confirmation page. If your successmetric is sales make sure youre not just tracking leads. This requirestesting.

Set Expectations: Benchmarking is great way for you and your CMO tohave realistic expectations from a campaign. Fireclick and Coremetricsare two tools that can provide benchmarks based on industry averagesrelated to conversion rates, cart abandonment, and other valuable data.They also allow you to pull data from a specific vertical.

G th I t lli


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Gather Intelligence

Google Analytics: Google

Analytics is the defacto analytics systemin most companies. You can track visits,page views, bounce rates, etc. Be sure,

if sales are a key metric, that theecommerce portion is activated.

G th I t lli


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Gather Intelligence

Coremetrics:Coremetrics Analytics provides the websiteanalytics features you need to successfully acquire, convert, and retainhigh-value visitors and customers.

* Marketing optimization: gain a 3D view of your marketing programseffectiveness across channels and over time, including which programsdrive new visitors, trigger action, and influence visitor behavior.

* Merchandising: increase initiation and decrease abandonment ofkey activities (shopping carts, booking travel, starting applications,completing registration, etc.) by automatically mapping product and

promotional categories to website analytics reports* Content analysis: improve site navigation, content, and tools by

knowing the value of page real estate and promotional effectivenessbased on site goals

G th I t lli


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Gather Intelligence

Radian6: The Radian6 flexible dashboard enables

monitoring all forms of social media with real-time, relevantresults. Smoothly uncover influencers, track and measureengagement and determine which conversations are havingan impact online. Radian6 provides Web Analytics and CRMIntegration.

G th I t lli


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Gather Intelligence

Brantology: Brantology is an independent business and

brand online intelligence service provider that combinestechnology, processes and trained staff to monitor yoursocial media reach. (The main difference is they have ahuman vetting all your data)

K M t i


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Key Metrics

U d t d N b


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Understand Numbers

Spotting Trends: Sometimes business get excitedabout high sales numbers while completely ignoringthe fact they overspent to get those numbers.

Trends are a great way to spot deltas which oftenprovide indicators of the health of campaign. Samplekey trends are:

number of prospectsnumber of transactionschanges in repeat customersnumber of customer referrals

uplift in other marketing channels

Look beyond your


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y ydistributed sites

With the amount of distribution sources

available in social media always taketime to see if elements of your campaignhave been distributed beyond the initial

sites you targeted. It will allow you tospot new opportunities to expand yourcampaigns.


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best


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bestpractices

Listen to public Deputize people throughout the

organization

Understand how each channel provides adifferent dimension of engagement

Centralize coordination

Find champions who can explain andmitigate risk.

Be in it for the long haul


best


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bestpractices (cont.)

Pick channels carefully. Spread engagement to employees beyond

the social media team.

Open the platform to anyone and everyone.Encourage employees to tap into socialmedia to get work done

Engage in new channels where peoplealready are

Support engagement as an extension of thecompany culture.


best


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bestpractices (cont.)

Be conversational from the start. Make social media part of the job, just

like email

Modularize and synchronize contentacross channels

To scale engagement, make social

media part of everyones job.

Emphasize quality, not just quantity.



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Conclusion


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Conclusion

Social media is about public engagement Building an non-marketing team online to

build brand reputation and trust

Using real time information and monthlyreports to spot trends and new channels ofsales

Facilitate and guide conversations


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Twitter: robin_low

Blog: http://blog.newsocialmediabrand.com/

Facebook: http://www.facebook.com/socialhub

LinkedIn: http://www.linkedin.com/in/robinlow88

Try out social mediaThere is nothing to be afraid of
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101 Pages of Social Media by Robin Low