Bosch Digital Training

1. Digital Media Laid Bare

Introductions

Using social media in a marketing world

The Bosch Factor

What are you trying to achieve with social media?

Social Media Explained

Twitter

Facebook

Flickr

YouTube

Audio Boo and Foursquare

Forums

Blogs and Bloggers

Monitoring Tools and Techniques

Why Social Media Helps SEO

Evaluation Tools and Techniques

How digital can make your life easier

Conclusions

1. Starbucks (127)

2. Dell (123)

3. eBay (115)

4. Google (105)

5. Microsoft (103)

6. Thomson Reuters (101)

7. Nike (100)

8. Amazon (88)

9. SAP (86)

10. Tie - Yahoo!/Intel (85)

Dedicated person or teams

Evangelical & committed

Key part of marketing strategy

Conversation

Communicate with customers:-

In the places they were actually hanging out

In the tone of voice they would appreciate

In ways that actually entertained them

70,000 ideas submitted in year one

Several implemented

Free coffee for Gold Card members on their birthday

Starbucks VIP card

Splash sticks

Buy coffee beans, get a free cup of coffee

Great PR and massive business benefit

Facebook app: asked people What does green mean to you?

Presented people with a blank canvas and invited them to Graffiti it

Notion of graffiti already on facebook, ensured posting on walls/ word of mouth

8.5 million downloads of the graffiti app

7300 entrants to the competition mechanic that ran alongside it

800 wall posts, 1000 comments

When voting was opened for the finalists, within 4 days 1,000,000 votes were cast

coffee has the cool factor that dell is missing however campaign was still a massive success

It was engaging, interactive and made use of a successful Facebook tool

Proves social mediacan promote eco-campaigns too

"To repeat: we welcome your comments, but please don't post using an altered version of any of our logos as your profile pic--they will be deleted

They ignored their brand / reputation

They took no protective measures

They got the forum wrong

Ning may have been more measured / controlled

They got the tone of voice wrong- School Maam

They didnt get expert help!

38,000 Twitter followers

725,000 Facebook fans

But, did it work?

Year one: 45% uplift in quotes

Over 50% of traffic = direct

Quotes up 90% on same period of previous year

Social media is all about engaging with the people, your customers. We try and engage people by asking them what they want to see blended next. Social media is a chance to engagement with the customer and have fun with them.

However, Blendtecs main reason for using the medium in the first place wasnt to become a social media hit, but to raise awareness of the brand.

Our intention, when we started this campaign, wasnt to be on the front page of YouTube. It was to build our brand, to put something in the hands of our salesmen that they could use to help create and generate a buzz and awareness and sales

For sure!

700% increase in sales

From nobody to $100m business

When Heather Armstrong's Whirlpool washing machine broke down she logged onto her Twitter account, where she has over 1 million followers.

With Whirlpool slow to respond. Bosch took it as an opportunity to step in.

Offering Heather a free washing machine in replace of a competitor brand they were undoubtedly quick off the mark.

This prompted Whirlpool to step in and organise Heather a new machine.

Bosch then stood by their offer, and on Heathers request gave the machine to a local homeless shelter.

Boschs gesture was then tweeted to her 1million followers, who retweeted. Some great CSR for the company!

Over the past year grown hugely in the UK. Uptake faster than US.

Similarity to texting resonated with UK population.

Complements blogging and fantastic for cross referencing other content.

Twitter Elite have considerable sway with comments being seen instantaneously.

Extremely viral news spreads fast.

Twitter is ranked as one of the 50 most popular websites worldwide by Alexas Web Trafficanalysis.

Suggested to be growing at a rate of 300% a week

Now Facebooks little brother - average Twitter user now aged 31.*

*Pew internet report 2009.

Half of users said a brand has successfully interacted with them via social media, compared to 31 % of Facebook users.*

*Webtrends survey Aug 2009

1/5 tweets posted on Twitter contain some sort of inquiry or information about a specific product or service that is brand-related.*

*Research by Penn State University

Twitternow has 75m user accounts , but only around 15m are active users on a regular basis. Its still a fair increase from the estimated 6-10m global users from a few months ago.

the average user has 126 followers;

only 20% of its traffic comes through the Twitter website;

80% (logically) comes from third-party programs on smartphones or computers.

if you're looking at Twitter stats on your website, you're probably underestimating that source of traffic by a factor of five.*

*Evan Weaver, Twitter's lead engineer

Another handy app that enables you to share footage with your followers.

Upload videos to TwitVid using email, mobile phone or straight from webcam.

allowing you to retweet, share and reply to videos direct from the site.

By far the biggest of all the social networks -500million active users

If Facebook were a country, it would be the worldssixthlargest

1 in every 14 people on earth are on Facebook

People are probably talking about you, whether youre on there or not

May not always be ideal to have a fan-page but definitely worth monitoring

Average age: 36

the 55-64 bracket is currently bigger than 25-34

Average user spends more than55minutes a day on Facebook

Used to be groups. These are much more interactive/flexible

It can be done:pages have created more than5.3 billion fans

However, more than 700,000 businesses have pages

The key to success? Integration

Can incorporate video and stream Youtube

As Worcester fan page does

Can post related news to encourage people to get involved with your fan page

Important to keep updating

Facebook ranks its search returns according to recently updated

Important to remember: Fan pages are very still much in development

Only been active for a year

Recently changed Become a Fan to Like

Shows Facebook are still fine-tuning the facility for their audience

In order to engage and get users to like your page, ask yourself:

Is there an audience for your brand online?

What are similar brands doing?

Remember to match tone with tone

Dont rule out advertising to build an initial base

But its hard work, you need to put it in to get out (regular uploading and so on)

Successes have used an incentive-orientated campaign to build a fan base

Dont forget to incentivise if people like your page offer them exclusives

People forget that, of all the networks, Facebook is the most social it needs to be interactive and fun!

Professional networking tool

Underused marketing tool as well as employee profile, create and initiate group discussions, events, activity updates

Part of integration can help to raise blog audiences

Full of widgets that maximise the functionality of profiles:

Slideshare: allows users to upload powerpoint presentations

BlogLink: hosts blog on profile alerts connections of new posts

Company Buzz: monitors what twitter is saying about your company

LinkedIn Polls: allows you to tap into your connections and creates poll data

One of the biggest mistakes companies make, are implementing a tool-based, as opposed to people-based, strategy and simply choosing the best-known communities.

It may be that you just wont be able to engage people in Facebook sustained engagement is key.

Creative Commons license , that users can illustrate their websites/presentations/etc with your pics, and yes, they have to link back to you.

Why ? If your pictures are good enough - more users will spread them and more eyeballs will see them.

Labelpictures well. Good picture names bring more search results.

Invitepeople to your community.

Thinkqualitynot quantity.

Uploadyour pictures and use themeverywhere . Embed in a Flickr slideshow.

Make a contest ? Its an option to create a group and give freedom for all the creative people out there. Great way to get people directly interacting with your brand and cheap.

Be active is what you need. Upload pictures, comment on the other photos, participate in groups - in general, and be active.

Sponsor a group. Build on an existing audience - link up with like minded people and put your brand in the frame

A Flickr Feed is full of rich media which bolsters SEO

From a media perspective, more and more journalists are turning to Flickr as images are instantly downloadable

Very accessible; images are uploaded easily and quickly

Can utilise it as a tool for your own website

Some businesses are using flickr streams as their image galleries

3rd most trafficked site in the world.

17M unique monthly users

43% Internet reach

1.2B monthly page views

2.4B video streams each month

Over 1 hour spent per user each month

1.4 million out of 3.4 million UK small business owners visit an online video site each month - they are 32% more likely to visit an online video site than the average user

YouTube reaches half of online UK small business owners, more than 7 times the reach of FT.com

1.5 million business searches daily on YouTube globally, making it the second most visited destination for business-related searches after Google

Just as Blogger allows you to create blogs, Ning allows you to create your own social network

Benefits of this include flexibility of features, design (can tailor it perfectly to fit campaign)

Dont create a Ning network lightly with facebook and twitter youre drawing upon existing audiences, with Ning there will be no audience unless you actively generate it

May sound scary but is proving popular over 1 million networks created so far!

1. Sign up and select create a network

2. Name your network and pick an address

3. Choose your features and design

Can be used as a separate web space for a campaign idea

It can be a great alternative to a face book application

Its a great way to create a community

You control the network and can help steer discussion

The access granted by your own network easily outweighs such a small fee

Free for first 30 days

2 per month for a small group

Such a small price allows you to trial a network

15 per month for bigger groups

Play on common interest, something of relevance that has a strong audience

Remember subject first, brand second

E.g the DIY network

A place where DIY enthusiasts can come and trade tips on what works for them

As network owner you can contribute as often as you wish

Keep it objective and people will convert

Location based application.

Combines microblogging, with location based check-ins and gaming.

Sign up and search for your friends.

Check in by telling your friends where you are.

Pre-tax profit of nearly 29%

Rise in online orders which now account for 32.7% of all orders

Foursquare promotion rewards mayors of UK stores with free pizza.

Other patrons who check-in receive a free side dish.

The promotion was initially piloted in select locations but later rolled out nationwide after the program proved to successful.

Every check-in earns you points, which then earns you badges.

The more you talk, the more features from the app are unlocked.

As such what you have in your hand is basically a city guide, loyalty card and ,of course, social network.

Being increasingly used to reward customers for loyalty.

AudioBoo allows users to record and playback digital recordings, which can then be posted on the AudioBoo website.

Available on the mobile or on computer.

Brands/users can have their own pages or channels akin toTwitterorYoutube.

Easily shared amongst other social media platforms.

Make sure content is new that people are still using talking. No point getting involved if there have been no threads since 2007.

Engage in the right tone for your audience.

Have a conversation don't just talk marketing.

no libel, slander, or lying transparency is key.

Be up-front about who you are the more detail the better: name/position

Usually required to give an email address. To validate signing in.

Fantastic opportunity to be the authority in what would normally be a private discussion.

Chance to further build on profile - be the product consumers ask for, and tradesmen want to use.

Be quick

Contact the complainant using the medium they used

Be direct if you are doing all you can, people will recognize it

Remember anyone can see the thread

Take it offline as soon as possible

Unlike traditional media, this is a softer sell

Trust is a must as a blogger has free reign to write what they want

Be confident about your brand and truth will win out bloggers will endorse your brand if they believe in it

Would Allow you to have a platform to comment on current issues

Helps to further strengthen Bosch as a brand

Adds to integration factor, you can use your blog to help bring together facebook and twitter activity

Adds a personability factor

Multiple brands allows you the opportunity to offer your audience opinions from experts within different areas

Blogs shouldnt be constant they should be innovative and interesting a team of bloggers would offer this

To position a brand/person as an industry expert

No constraints on content as it will always be used

However,if you want it to be read it must still be interesting/engaging

SEO :link etiquette

On google posts are visible, influential

Impacting consumer opinion

Driving mainstream coverage

Weve been live for a year (in June)

The blog created a 30% increase in traffic to our website

Generated 200+ followers on Twitter

Has led to offline coverage in trade press

Proves it doesnt have to be a sexy issue for it to work

Blogging encourages niche markets which is why it would work well for Worcester

over 60 knitting blogs if the markets there take it!

Using Hootsuite you can set up a saved search

All results are in realtime allowing the opportunity for quick reaction

All tweets are now visible from Google making thema loteasier to find

Lots of search tools out there to help

Twazzup

TweeFind

Security is tight and profile information privatefor now

However, you can use the onsite search engine to look for groups of relevance

Allows you to check on competitors

If any opposition groups are set up, you will be able to view them and get them shut down

Open Facebook search

Search the best feature of LinkedIn

stats back it up 42 % of volume onsite

Has great Google visibility which is why organisations are so keen to be involved

Can search individuals and groups

As a member, you can also view and partake in discussions

Best search engine is onsite

Can search according to

Most recent

Geographical location (must be geotagged)

tags keywords identifying images

Photos

Groups

Individual users

Best search engine is onsite

Can search according to

Most recent

Most relevant

Number of views

Videos

Playlists

channels

A number of tools (some paid, some free)

BoardTracker one of the best

The biggest

Over 2 billion live discussions

Can search for brands for free

Alerts is a paid for bolt-on

Boardreader

Omgili (includes q&as)

Combines technology and literati meaning technology intelligence

Launched in 2002, just 8 years later it was indexing 133.8 million blogs

Places an authority (out of 100) on each blog

Able to search by blogs and posts

Easy to find brands

Easy to identify communities i.e. knitting

Definition on Wikipedia:

Search engine optimization ( SEO ) is the process of improving the visibility of a web site or a web page in search engines via the "natural" or un-paid ("organic" or "algorithmic") search results .

Social media involvement produces content.

Content that is optimized and linked to, does well in search engines like Google and Bing.

Better search engine visibility means more traffic to social media content from customers.

Of the top 20 search enginesaccording to comScore qSearch in August 2009 , 3 are search functions within social media web sites.

YouTube is the second most popular search engine after Google. MySpace and Facebook are also in the top 20.

Creating distribution channels for great content can drive awareness, traffic and inbound links.

Optimized content with a quantity of quality incoming links results in superior search visibility.

As SEO helps increase the visibility of content in Google and Yahoo for example, SMO helps build the essential bridges between social objects and the individuals performing searches to find relevant content.

Make sharing and bookmarking easy on your website

Help content travel PDFs, slideshows, videos, podcasts

Add value be a resource

Make participation easy

Develop a strategy and dont be afraid to try new things

Number of Tweets and re-tweets

Growth in followers

TweetStats

Tweet reach (individual users)

TOTS (tweet opportunity to see)

Clicks

Referred traffic (Google Analytics)

Insights Page

Number of:

weekly interactions

Comments

Wall posts

Active users

Detailed demographic information

Age/gender

Location (lists most popular)

Number of followers

Recent activity

Number of discussions created

Number of active members in discussion

Recent groups created

Number of members within groups

Number of active discussions

Number of comments

Number of views

Rating (3,4,5 stars)

Locations (allows you to see reach of campaign)

Detailed audience demographics

Number of posts

Number of comments

Number of views

Google analytics

Traffic stats

Type of traffic (direct/referred)

Page dwell time

Return visit %

Access all your social media accounts from one platform, ideally Hootsuite

Set up searches get the best brand insight you could hope for you, for free

Set up a second email account and dont miss the Tweets you want to read

Get a Google account and feel the Google love!

Google makes the world go round!

Tools are unlimited

Reader

Toolbar

Adwords

iGoogle

Blog Posting (great link bait)

Ever Changing (over 38 elements), explore!

Go to www.google.com

Top right: click on sign in

Click on Create an account now

Email address and password

Accept T&Cs and create your account

Top right, click on settings

My products:

Can set up alerts (related to your brands)

Google mail: should you need it

Adsense: should you ever need to set up Google ad

Adwords: keyword suggestion tool

First select tools youd like from the most popular menu

Save changes then go to add stuff

Search and add as you would like

Weather

Favourite news headlines (BBC/Sky news)

Google reader

Can also alter themes (make it pretty!)

Google page rank 5/10

141 backward links

And Get the News you Want brought to You

When you are browsing, you may come across a page you like

Click the orange RSS feed button

Follow link and it will ask if you would like to subscribe to the feed in Google reader

It will then appear in your subscriptions

And on your iGoogle homepage!

http://mashable.com/

http://www.socialtimes.com/

http://www.techeye.net/

http://stedavies.com/

http://techcrunch.com/

www.bbc.co.uk/

http://uk.reuters.com/

http://www.nytimes.com/

Twitterlerts/ UberTwitter

Press reader/RSS reader

Facebook

Foursquare

Snaptu:suite of social networking (inc Twitter, Facebook, Flickr, Picasa)

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Bosch Digital Training