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Collin Condray
Twitter.com/ccondray
SocialMediaRevolutionary.com
8/19/2010
An Introduction To Social Media
Introductions
2
Collin Condray
3
Web developer
MBA from the U of A
Category Manager
Director of Retail Social
Media
Digital Strategist at
Saatchi & Saatchi X
Introductions
4
Who do you work for?
What do you do?
What is your experience with
social media?
What do you hope to get out of
today‘s session?
Please Ask Questions!
5
Excellent Resources
6
Groundswell and
Trust Agents
What Is Social Media/Social
Networking?
7
What Is Social Media?
8
AKA Social Networking
AKA Web 2.0
Twitter and Facebook
These are the
technologies.
What is Social Media?
Officially, social media is
―an umbrella term that
defines the various
activities that integrate
technology, social
interaction, and the
construction of words,
pictures, videos, and
audio.‖ (Wikipedia)
9
What is Social Media?
―A social trend in which
people use technologies to
get the things they need
from each other, rather
than from traditional
institutions like
corporations.‖
- Groundswell
10
What is Social Media?
11
Long time in the making
Web 1.0
Mostly read only
High degree of technical
skill to communicate
publicly
What Is Social Media?
Web 2.0
Technology makes its
easier for users to put
content on the Internet
Easier to have two way
communication
12
Social Media Quick Examples
13
eBay, buy from other people
Craigslist instead of newspaper
classifieds
Linux instead of Microsoft
Rotten Tomatoes instead of Roger
Ebert
What Is Social Media?
14
Social media networking
is no different than
regular networking.
Same rules in How to Win
Friends and Influence People
apply.
What Is Social Media?
Become genuinely interested
in other people.
Make the other person feel
important and do it sincerely.
If you're wrong, admit it
quickly and emphatically.
Sympathize with the other
person.
Appeal to noble motives.
15
What Is Social Media?
16
Two-way communications
Not blasting your message
out
What Is Social Media?
17
Public reactions to entire
networks, unlike email
which is only between two
participants.
Even once closed
networks like Facebook
are revealing more to the
public.
What Is Social Media?
18
Many ways to participate;
one is probably right for
you.
Why Should I Care About Social
Media?
19
Why Should I Care About Social Media?
20
Who cares what I had for
breakfast?
The Social Media Revolution
21
Why Should I Care About Social Media?
22
Social Media Outperforms
February 2009 was the
first month that time spent
on social network sites
exceeded that on
e-mail.
Why Should I Care About Social Media?
23
The power of networking
Help others and get help.
Crowdsourcing.
―All of us are smarter than
one of us.‖
Why Should I Care About Social Media?
24
Share interesting content.
Create long term
relationships. Connect
with people you‘d never
meet in real life.
Why Should I Care About Social Media?
25
Increase your online
visibility.
Show your expertise.
Become the go-to expert.
Personal brand building.
Why Should I Care About Social Media?
26
SEO (search engine
optimization) benefits.
Make it easier for those
with interest in you to find
you.
Why Should I Care About Social Media?
27
It‘s the future.
Your customers are
there. Don‘t miss
the conversation.
What Forms Of Social Networking
Are There?
28
People Creating
29
How They Work - Blogs
30
Mostly text and similar to a
journal but contains written
content, links, reader
comments, and pictures.
Many services (WordPress,
Blogspot, Blogger, Tumblr)
allow users to participate for
free.
Bloggers have many
motivations.
Blog Example – HuffingtonPost.com
31
One site, many blogs.
Most visited blog on the
internet with 1.5 million
visitors per day.
How They Work - Podcasts
32
Audio and video files
typically available through
subscribing to a service like
Apple‘s iTunes.
They typically live on a web
site or blog that allows
comments.
Example: Twit.tv
Podcast Example – Twit.tv
33
Founded by Leo Laporte,
radio/TV host.
Started off with one show,
grew to many.
Various ways to have
remote participants.
Video added later.
How They Work – Video/Photos
34
Users create videos or
take pictures and upload
them to their respective
sites.
No cost to upload. Can
store a limited (but not
restrictive) amount of
media
How They Work - Flickr
35
Flickr started out as an
online album. Now owned
by Yahoo, making it easier
for those members to
participate.
Has some friending
capability.
Now allows short videos.
How They Work - YouTube
36
Open comments on videos
by Google members.
Lots of potential
commenters because of the
huge number of Google
account holders.
How They Work - YouTube
37
Content creators can create
their own channels.
Videos have YouTube ads on
them, and any profits are
shared with the content
creators.
YouTube - Example
38
YouTube - Example
39
64,874,932 views
DeVore family were soon made YouTube Partners. This gives YouTube the right to run ads over the videos they post, and in exchange, they are given a share of the revenue.
Earned $160,000
They sell "David After Dentist" t-shirts and share a portion of the revenue they earn with dental charities.
40
Participation
41
Blogs – One in four online Americans read blogs, the most popular activity on the web.
Podcasts - Has one of the lowest penetrations of social networks with 11% of online Americans listening.
Video – Many more viewers than creators
How They Create Connections
42
Blog authors read and
comment on other blogs.
They create an
interconnecting network
and form the Blogosphere.
New software such as
Disqus allows the same
comment conversation to
appear on multiple blogs.
How They Create Connections
43
With the right software
the links are created
automatically generating
SEO traffic.
How They Create Connections
44
Blogs that generate more
crosslinks improve their
Google page ranking and
are more likely to be
found by searchers.
Aside: Search Engine Optimization
(SEO)
45
Google Dominates Search
46
How SEO Works
47
1 Generation Google
Algorithm: Links
Unethical marketers or
Black Hat SEO marketers
would create sites with
nothing but links to hack
the system.
How SEO Works
48
2nd Generation Algorithm:
Links + Content
Black Hat SEOs practiced
―keyword stuffing‖ and hid
keywords to improve
ranking.
How SEO Works
49
3rd Generation Google
Algorithm: Links +
Content + Activity
(traffic, RSS subscriptions,
comments, updates, etc.)
How They Challenge Existing Players
50
Blogs are unregulated so
anything goes.
No editors.
Fact and opinion are
mixed. Rumors are
reported, and conflicts of
interest are not disclosed.
How They Challenge Existing Players
They provide almost the
same level of quality as
newspapers, radio, and TV
very inexpensively.
51
How They Challenge Existing Players
52
Starting this year, the FTC
required bloggers to
disclose their conflicts of
interest.
How You Can Use Them
53
Listen to what blogs are saying about your company.
Blog search engines like Google Blog Search, Icerocket, and Technorati can help you find out who has the most influence in the subject that interests you.
How You Can Use Them
54
Comment on other blogs
and ask those readers to
come to your site/blog.
Request comments on
your blogs and find out
what your customers are
looking for.
Blog Example
55
Blog Example
56
Blog Example
57
Class Examples
58
People Connecting
Social Networking (LinkedIn, Twitter, Facebook)
59
Social Networking in Plain English
60
How They Work
61
Profiles
Brief description of who
they are
Where they live
What they like
Where they work
How They Work
62
Friends
Friend requests
Friends can see more of
the interactions
Participation
63
•One in four Americans
are on a social network.
How They Create Connections
64
By definition they are
social with members
exchanging public (e.g.
Facebook walls) and
private messages (e.g.
Twitter direct messages).
How They Challenge Existing Players
65
They take attention away
from other activities such
as TV.
They enable people to
collaborate who would
have never met before.
How You Can Use Them
66
Create a profile, group, fan
page, etc. and invite your
communities to them.
Some companies have
created their own networks
Salesforce.com is a CRM site
allows its customers to
connect with people in
similar industries or
departments.
Webkinz
67
Second biggest social media network in the
world with 500 million members
Skews younger
Lots of things to do (Farmville)
Some collaboration : Groups and Fan Pages
Recent privacy controversy
68
Primarily for professionals
Originally started as an
alternative to resumes
Lags the other social
networks in features
69
Short, very fast
conversation. 140
Character posts.
Focused on the
conversation with few
extra features.
Almost entirely public.
Facebook Conquers The World
70
71
Other Social Media Networks
72
mySpace
Orkut
Ning
Aside: Social Networking Theory
73
Strength of Weak Ties
74
Based on a 1973 paper by
sociologist Mark
Granovetter.
Significant percentage of
people get their jobs as a
result of information
provided by a weak tie or
friends-of-friends.
Strength of Weak Ties
75
150 member is typically
the most that can be
maintained.
The size of the tribe.
Consistent across times
and cultures.
Strength of Weak Ties
76
Now with social networks, you can maintain ―supernets‖ that have more than 150 weak ties, which you can trust more than mass media like TV or newspapers.
The average number of Facebook friends is 130, slightly less than the observed 150.
Strength of Weak Ties
77
There is some evidence
that sharing information
on social media networks:
Makes you more likely to
be liked in social
interactions.
Strength of Weak Ties
78
There is some evidence
that sharing information
on social media networks :
Builds "social capital" - a
sociological measure of
the value of beneficial
relationships. Social
capital is linked to
increased well-being and
self-esteem.
Strength of Weak Ties
79
There is some evidence that sharing information on social media networks :
Increases influence. In a color picking experiment, the people who could see the choices of more participants (in other words, were better connected) persuaded the group to pick their color: even when they had to persuade the vast majority to give up their financial incentive.
Strength of Weak Ties
80
There is some evidence
that sharing information
on social media networks :
Makes one more
attractive: people with
about 300 friends were
rated as the most
appealing, any more than
that and their social
attractiveness began to
drop off.
Virtual Worlds
81
Virtual Worlds
82
Participants organize
themselves into clans with
their own rules and
hierarchy.
Some are games and some
are just a digital locations
to hang out.
Digital currency can be
converted to real currency
Class Examples
83
People Collaborating
84
How They Work
85
Wikis – sites that house content generated and edited by multiple users.
Examples
Wikipedia
Conservapedia
wikiHow
The community keeps order by watching the content and ideals of the community.
How They Work
86
Open Source Software –
Software generated by
interested groups of
programmers
Examples:
Linux
OpenOffice
Apache
Firefox
Wikis
Participation
87
22% of online Americans
say they use Wikipedia
once a month.
6% contribute to a wiki
once a month.
How They Create Connections
88
Wikis have talk pages
where contributors discuss
what can be included.
Those who contribute
more have their name in
front of more users.
Contributors can be
accredited experts or
enthusiastic amateurs
How They Create Connections
89
In Open Source, those
who add more features
and fix more bugs can
shape what appears in new
releases of the software.
How They Challenge Existing Players
90
8th most popular site on
the web.
Wikipedia has helped kill
the traditional
Encyclopedia and
Microsoft‘s Encarta.
How They Challenge Existing Players
91
The users highlight what
they think is important
about a company not what
a company thinks is
important.
Example: Nike‘s page has a
section on their alleged
human rights abuses.
How You Can Use Them
92
Wikipedia is highly ranked
in search results.
Wikipedia discourages
companies from creating
and maintaining their own
page, but it does allow
them to make factual
corrections.
How You Can Use Them
93
Wikis are open sourced
and free so companies are
creating them as an
alternate support system
for their customers.
Class Examples
94
People Reacting to Each Other
Forums, Ratings, and Reviews
95
How Do People Use Social Media?
Forums (e.g. Yahoo and
Google Groups)
Bypass official
reviewers. Anyone can
point out flaws in what
you‘re doing.
96
How Do People Use Social Media?
Ratings (eBay seller
ratings)
97
How Do People Use Social Media?
Reviews (Amazon
product reviews,
Rotten Tomatoes movie
reviews)
98
How They Work - Forums
99
Group members
Post or answer any
question in the group
creating threads of
conversation
How They Work - Reviews
100
Becoming more common
than forums.
Usually let you assign a
rating level (i.e. 1 to 5
stars) and a comment.
Often you can comment
on the comments.
Participation
101
20% of online Americans
participate in forums.
25% of online Americans
read ratings and reviews.
How They Create Connections
102
Forums are slow motion
conversations.
By responding to each
other, participants get to
know each other and build
new connections even
though they‘ve never met.
How They Create Connections
103
Forums are a success because they let the participants ―show off.‖
Example: Harriett Klauser was Amazon‘s top reviewer. She reads two books a day and has 21,000 reviews. Publishers send her 50 books a week to read.
How They Challenge Existing Players
104
Takes commentary from the hands of ―experts‖ and gives the customers the opportunity to have their say.
A single customer can criticize any one thing that has gone wrong (e.g. there‘s a fly in my soup, the hotel smells funny, the video is boring).
How You Can Use Them
105
High ratings/reviews
boost buy rates
Poor ratings/reviews are
opportunities
Fix chronic problems
Provide good, timely
customer service
Respond directly to
customers with a bad
experience
Class Examples
106
People Organizing Content
107
People Organizing Content - Tags
108 Source: Groundswell by Charlene Li and Josh Bernoff
How They Work
109
Taxonomy vs. Folksonomy
In a taxonomy, everything has its own spot defined by the experts.
Example: In the taxonomy of species, Homo sapiens is a mammal, while Tyrannosaurus rex is a reptile
Participation
110
7% of online Americans
are involved in tagging.
The taggers attach
keywords to sites so their
decisions have an influence
on search engine results
How They Create Connections
111
Tags define people. It‘s
easy to find other people
with the same interests
based on what they are
tagging.
How They Challenge Existing Players
112
Organizations have no
control over how they are
tagged.
WalmartingAcrossAmerica.
com was labeled fake.
How You Can Use Them
113
Find out how your organization is being classified, but also who is tagging. Connect with these people who might be interested.
Tag your own site. This will help searchers find your site the way you want.
Class Examples
114
Accelerating Consumption
RSS and Widgets
115
How Do People Use Social Media?
Accelerating consumption
RSS (Really Simple
Syndication)
Widgets (Toys R Us)
116
How They Work
117
RSS has two elements.
A transmitter that sends a
feed of new items
generated by a site (blog
posts, Flickr photos).
A receiver that displays the
items in an organized
fashion.
How They Work
118
Widgets are dedicated RSS
feeds.
Updated weather, local gas
prices, etc.
Live almost anywhere
from a desktop
application, to a blog
sidebar, to your phone.
Participation
119
Fewer than 1/12th of online Americans say they use an RSS feed.
RSS feeds are built into personalized home pages like Yahoo or in web browser smart bookmarks, and users might not realize they are using RSS.
How They Create Connections
120
RSS makes it easier for
people to follow more
online activity.
Widgets are social because
they spread. Putting a
widget on your web site
allows others to see it,
and they might want to
add it to their sites as well.
How They Challenge Existing Players
121
Do not directly threaten
institutional power, but
they do accelerate the
consumption of media.
How You Can Use Them
122
Excellent marketing tools
if you are pushing out
regularly scheduled
updates such as articles,
blog posts, or new
catalogs.
Widgets can spread virally
as fans tell their friends
about new, neat apps.
Class Examples
123
Evaluating New Tools
124
Evaluating New Social Media Tools
125
Does it create new,
meaningful connections
among the community?
Evaluating New Social Media Tools
126
Is it easy to join?
Example: Facebook
connect
Evaluating New Social Media Tools
127
Does it empower people
at the expense of existing
players?
Evaluating New Social Media Tools
128
Is there enough content
created by the
community?
Evaluating New Social Media Tools
129
Can anyone build on top
of the new tool?
Social Technographic Profiles
130
Changing Customer Segmentation
131
Demographics – What
people are intrinsically
Age
Income
Education
Employment
Race
Changing Customer Segmentation
132
Psychographics – How
they think and live
Personality
Values
Attitudes
Interests
Lifestyles
Changing Customer Segmentation
133
Technographics – how
they use social media
technology.
Creators
134
24% of online Americans
Publish a blog
Publish their own
webpage
Upload created video
Upload audio/music they
created
Write articles or stories
and post them
Conversationalist
135
33% of online Americans
Update status on a social
networking site
Post updates on Twitter
Critics
136
37% of online Americans:
Post ratings/reviews of
products or services
Comment on someone
else‘s blog
Contribute to online
forums
Contribute to/edit
articles in a wiki
Collectors
137
20% of online Americans:
Use RSS feeds
Ad tags to web pages or
photos
―Vote‖ for web sites online
Joiners
138
59% of online Americans
Maintain profile on a
social networking site
Visit social networking
sites
Spectators
139
70% of online Americans
Read blogs
Watch video from other
users
Listen to podcasts
Read online forums
Read customer
ratings/reviews
Inactives
140
17% of online Americans
None of the previous
activities
My Mom
Example: American Politics
141
Democrats are more likely
to use social media than
Republicans by 10 points.
Republicans are 20 points
less likely to use social
media. Use other methods
to reach them.
Independents are in the
Critics, Joiners, and
Spectators.
What is your social media strategy?
142
Creating a social media strategy-
How do I get started?
Listen, Engage, Measure
143
Listen
144
Blog search engines
Search.Twitter.com
Dedicated software (e.g.
Radian6, ScoutLabs,
Nielsen BuzzMetrics)
Listen
145
What are your customers
saying about you?
Is it good or bad?
Is there anyone already
passionate about your
brand or industry?
Engage
146
POST
People
Objectives
Strategy
Technology
People
147
What are your customers
ready for?
Technographic Profile
People
148
Make sure your target
audience is ready for what
you throw at them.
Objectives
149
What are your goals?
Listening – better
understand your
customers.
Get insights from your
customers to help make
marketing and product
development decisions.
Objectives
150
What are your goals?
Talking/broadcasting –
spread your message.
Make an existing digital
marketing initiative
(banner/search ads) more
interactive.
Objectives
151
What are your goals?
Supporting – help your
customers support each
other.
Effective for companies
that have high support
costs or to connect with
cohesive groups that
already exist.
Objectives
152
What are your goals?
Embracing – integrate
your customers, including
helping designing your
products
Most challenging
objective, best used after
completing one of the
previous objectives.
Objectives
153
Internal communication
Example: 37 Signals
Software company
Members in 5 countries
Use wikis and Twitter to
keep in touch
Strategy
154
What change do you want
your customers to make?
Carry messages to others
Engage more with your
organization.
Technology
155
What social media tools
should you use or build?
Use the previous steps to
decide what technology
fits best.
Talking
156
Viral Video
Engage in social networks and user-generated content sites.
Start a blog.
Create a community –use an existing platform or build your own.
Measure
157
Number of followers on social media networks
Number of posts, comments, Tweets, etc.
Key influencers, who already have a following that is talking about you
Share of conversation
Measure
158
What are they saying?
(wordcloud)
Are they saying good or bad
things about you? Are the
good comments increasing?
Where is the conversation
occurring? (blogs, news
sites, forums, social media
sites)
What Can You Do With The
Measurements?
159
Customer service
Correct misinformation
Find out what the
community has an interest
in but what is not
currently being discussed
online.
―Geez, one bad employee can really ruin your day!‖
Reacting to Measurements
160
• Generate awareness among customers and other community members.
• Increase employee awareness.
Reacting to Measurements
161
• Keep content/interactions helpful, fun, and inspiring
• Increase impressions from multiple sources on a variety of platforms.
Social Media ROI Example
162
Social Media ROI
163
Case Study: Blendtec
Viral Video
164
Who Is Blendtec?
165
High end blender
manufacturer
Low end blenders cost
$399
Who Is Blendtec?
166
In 2007, their marketing director saw their techs putting 2x4s into the blender.
Videoed the process and put them on the company website
Total cost: $50 for 5 videos
George Wright, CEO
Who Is Blendtec?
167
Blendtec‘s webmaster put
a link on Digg, a social
linking site.
Someone outside the
company put them on
YouTube.
6 million views
WillItBlend.com
168
Results
169
Sales up 400% since
WillItBlend.com
appeared.
WillItBlend.com - 2007
170
WillItBlend.com - 2010
171
Case Study: Best Buy - Twelpforce
Customer Support
172
Twelpforce
173
Recognize that there was
another way to help
customers with their
technical support.
Listen to your customers
where they‘re at.
Twelpforce
174
Barry Judge, CMO,
provided leadership and
clout in getting the project
off the ground.
Twelpforce Commercial
175
BBYFeed.com
176
Rapid development
Two months to deploy
Twelpforce – Agent3012
177
Engage
employees.
BestBuy knew that
it had many tech
enthusiasts that
work for it.
Twelpforce Results
178
Twelpforce customer
satisfaction is higher than
for Best Buy standard
customer support.
This translates into
increased purchase intent
and a likelihood to spend
more per purchase.
Case Study: Best Buy –
BlueShirtNation.com
Human Resources
179
BlueShirtNation.com
180
Started by Best Buy
marketers Steve Bendt and
Gary Koelling.
Wanted to get better
customer insights from the
people who were on the
front lines working
directly with the
customer.
BlueShirtNation.com
181
Set up a server with an
open source
blogging/content
management system,
Drupal, under one of their
desks.
BlueShirtNation.com
182
They gave chalk talks in
stores to drum up
participation on the new
site.
BlueShirtNation.com
183
In a year, they had 14,000
employees on the
network; 85% of them
were sales associates.
Listening
184
Restoration of employee
discount
Fixing in store problems
(e.g. wrong size displays)
Talking
185
Central place where
policy can be posted
Energizing
186
Allows enthusiastic
employees to share with
the rest of the
organization.
―I work in retail. I inspire
creativity and fun with my
employees. I grand open
stores, as many as possible,
really. And I have never
before loved a job and a
company the way I love this
one.
My name is Ashley Hemsath,
and I am Best Buy.‖
Supporting
187
Employees can find what
they need from other
employees.
―My biggest goal is to get my
team members promoted. I
remember the names of
everyone I hired and I know
what store they are at now.
It‘s really cool seeing them
interacting with me and each
other directly on BSN (Blue
Shirt Nation)‖
-Ashley Hemsath
Embracing
188
Surfaces great ideas and
talent ―I found out later that [I was
sitting next to] Kal Patel, Best
Buy‘s EVP of strategy. He saw
my posts on BSN and said to
his assistant, ‗I need to meet
that girl!‘‖
-Ashley Hemsath
Case Study: Nestle vs. Greenpeace
189
Nestle vs. Greenpeace
190
On March 17, 2010.
Greenpeace criticized
Nestles‘ purchase of palm
oil from an Indonesian
source that deforests
Orangutan natural habitat.
Nestle vs. Greenpeace
191
Nestle vs. Greenpeace
192
Nestle vs. Greenpeace
193
Initially had only 1000 views.
Nestle requested removing the video because it violated their trade mark.
Nestle vs. Greenpeace
194
Response: Greenpeace
organized their members to
start making comments on
Nestle's Facebook page
Video now has over
350,000 views.
Nestle vs. Greenpeace
195
Nestle removes critical
comments and comments
with the Greenpeace
modified Nestle logo.
Response: Even more
angry comments from
Greenpeace.
Nestle vs. Greenpeace
196
Nestle continues to
remove comments from
their Facebook page.
Proposes switching palm
oil vendors by 2015
Nestle vs. Greenpeace
197
Nestle avoids mentioning
the controversy directly.
Only people talking about
it are Greenpeace
supporters.
Nestle vs. Greenpeace
198
Does this scare you?
199
Your critics are already
saying bad things about
you, and there‘s nothing
you can do about it.
Get your message out
there, or your critics‘
message will be the only
one your customer sees.
Nestle vs. Greenpeace
200
What should you do?
Don‘t hide – be
transparent.
No one at Nestle wanted
to destroy the
environment.
Nestle vs. Greenpeace
201
What should you do?
Don‘t be quiet. Respond
quickly.
Nestle did not know what
to do at the time. Offer a
solution to the problem.
Nestle vs. Greenpeace
202
What should you do?
Negative comments are a
sign that that your
followers want to trust
your brand again.
Nestle vs. Greenpeace
203
What you should do?
If possible, use humor.
Dodge Year End Clearance Event
Commercial
204
PETA Objects
205
"Most top ad agencies in
the country won't even
consider producing an ad
featuring a great ape these
days given the well-
documented abuse that
young chimpanzees and
orangutans suffer in the
entertainment industry."
Dodge Commercial – Take 2
206
Case Study: Old Spice Guy
207
Old Spice Man
208
Old Spice Man - People
209
Targets women who make the purchases in their households, including products for their men.
Manly Man appeals to women.
Also appeals to men because they want to be like the Old Spice Guy.
Old Spice Man - Objectives
210
Move the perception of
Old Spice products from
your grandfather‘s scent to
a younger audience.
Drive sales.
Old Spice Man - Strategy
211
Called for comments on
Reddit, a link sharing site.
Posted a time-stamped
picture of Isaiah saying hi
to Reddit.
Old Spice Man - Strategy
212
Activated the Reddit community, by posting a video to Kevin Rose, founder of Digg and competitive site.
Members submitted the response to Reddit, homepage where the pic of Isaiah and the submission thread stayed all day.
Old Spice Man - People
213
Targeted a
combination of
high influencers
and ―little people‖
for the target
audience.
Person Twitter
Followers
Ashton Kutcher 5,261,418
Ellen DeGeneres 4,851,084
Demi Moore 2,814,678
Perez Hilton 2,259,144
Kevin Rose 1,176,718
Alyssa Milano 935,642
Christina Applegate 623,538
Gizmodo 103,382
Rose McGowen 80,783
Justine Bateman 21,503
@georgegsmithjr 5,149
@knitmeapony 1,300
Old Spice Man - Strategy
214
Created videos and posted
links to the videos on their
blogs and @replied to
them on Twitter.
Activated large
communities and created
buzz while only a small
fraction of videos were
posted.
Old Spice Man - Technology
215
Multiple platforms:
People Creating
YouTube
People Connecting
Old Spice Man - Technology
216
People Cataloging
Digg
People Collaborating
Yahoo Answers
Old Spice Man - Measure
217
Generated 16,562
YouTube comments or
72% of the total number
of comments on the
channel.
11 million views in
three days.
Old Spice Body Wash
sales up 107% in the last
month
Re: @Alyssa_Milano 1 | Old Spice
218
@Alyssa_Milano wrote "GENIUS. Shirtless Old Spice guy replies on Twitter w/ hilarious personalized videos http://tnw.to/16XQ3 via @Zee
Re: @Alyssa_Milano 2 | Old Spice
219
@Alyssa_Milano wrote "My coffee went up my nose. @oldspice guy made a video reply to my tweet!! Watch: http://youtu.be/-oElH6M_5i4 "
Re: @Alyssa_Milano 3 | Old Spice
220
@Alyssa_Milano wrote "Are you flirting with me, @oldspice guy?‖
Re: Alyssa_Milano 4 | Old Spice
221
@Alyssa_Milano wrote "Ummm --- Are you sitting down??? Sit down. Ready? The @oldspice guy sent me roses!"
Alyssa Milano Response
222
Old Spice Man – The Gotcha
223
Alyssa Milano flipped the
Old Spice campaign to her
own campaign with this
video Here Is What To Do
Next Mr. Old Spice, asked
for a $100k donation to
one of her charities.
Old Spice Response
224
As of 8/13/2010, Old
Spice has made, in the
words of Alyssa Milano, an
"extremely generous"
donation to a Gulf-area
non-profit, 9th Ward Field
Of Dreams.
Old Spice Man – Sustaining
Momentum
225
Will they keep their
communities?
What will Old Spice do
with its new-found mass
of fans? Social media
success is built on long
term strategies.
Will The Joke Get Old?
Will Parodies Dilute The Humor?
226
Old Spice Man – What It Means To You
227
The technology is in in
your hands: $200 flip cam
does HD YouTube level
video just fine. iPhone 4 is
almost as good.
Imperfections makes it
real as well.
Someone out there will
react positively to your
brand. Find them and
engage them.
Old Spice Man
228
Legal and Ethical Issues
229
Social Media Policies
230
Where not proscribed by
law (e.g. financial, legal
industries), what your
employees post on social
media networks should be
similar to your existing
electronic information
policy.
Facebook Privacy
231
In April, Facebook
launched the Open
Graph API which allows
developers to tailor
offers, features, and
services to each one‘s
interests and tastes —
even if that individual has
never visited the site
before.
Facebook Privacy
232
3rd Party Sharing
Once you ―like‖
something, outside
companies get to see some
of your hidden profile.
Facebook Privacy
233
Privacy advocates
Quit Facebook day was
organized
Facebook Privacy
234
Response: Gave users the
opportunity to share their
data in a more nuanced
way.
Many options are set to
share automatically.
Facebook still pushes its
users to share.
Future Social Media Trends
235
Location Based Services
236
Users ―check in‖ to a location
Notify their friends in the service‘s network
or syndicate it in Facebook and Twitter as
well.
Locations can also offer deals as well.
Group Buying
237
Lets shoppers ―gang up‖ on
a deal.
Retailers get guaranteed
customers.
Mobile Ads
238
Allows advertisers to
affect customers at the
shelf
Mobile Payments
239
Very popular in Asia.
In Japan, can pay vending
machines with a cell
phone.
Useful in locations where
there is little
infrastructure.
Closing Comments
240
Get Involved
241
Be there – you can‘t talk
to your customers without
being in the game.
Get Involved
242
Be first – don‘t get
brandjacked.
Get Involved
243
Be connected – build an
army
Get Involved
244
Be yourself – people can
sense a fake
Get Involved
245
Be humble – People
connecting together are a
hugely powerful force.
They can be more
powerful than your
organization.
Get Involved
246
Be consistent -let your
followers know someone
is at home.
Questions?
