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Social Media Marketing Practice
[email protected] Mangala www.linkedin.com/in/sureshsood
twitter.com/soody
www.facebook.com/sureshsood
ssood
www.bravenewtalent.com/talent/suresh_sood
Hero5!
scuzzy55
soody
GreatMystery14
soody
Suresh S.
http://www.slideshare.net/ssood/smmp101
2
…Blogs are like conversations with friends. You share what you feel and what excites you about certain things. It's almost as good as being there. The fact that others can Google your topic and read is like tuning into a television station.
We all want to know what's out there. Who's doing what, shopping where and what products help others. Blogs are just another way to share all the great things, not so great things and just a part of who we are. An outlet if you will. The blogisphere community is all connect and we make contacts in many ways. Through posts, through twitter conversations, through smaller nit community's, live web casts, and through conferences that we met in person. We make many friends and help each other with lot of topics. Many of us are Mom bloggers who stay at home and have no way of making new friends or communicating with others until we found blogging. Blogging creates friendships and that's what makes us real and connected.
40 year old Mom blogger “nightowlmama” (#260)
Theory and Research on Consumers’ Reports of Interactions with Brands and Experiencing Primal Forces, Suresh Sood, 2010
Agenda – SMMP (stage 1)
1. Marketing transition 2. 8S framework 3. The beginning of social search4. Tools and tactics of SMMP 5. Facebook fan marketing6. Twitter and implications for real time marketing7. B2B Social Networking8. Best Practices in Social Media9. Social Graph10. Social Relationship Management11. Industry Adoption & ROI12. Future implications and where will the jobs come from ? 7
Social Media Marketing Practice is not Conventional Marketing
“a many-to-many mediated communications model in which
consumers can interact with the medium, firms can provide
content to the medium and, in the most radical departure from
traditional marketing environments, consumers can provide
commercially oriented content to the medium.”
Hoffman & Novak, 1997
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The Content is the AudienceIn speaking about the mass media of the day, McLuhan stated “the content is the audience.”It’s an amazingly prescient statement. While the mass media most prominent in McLuhan’s time incorporated a one-to-many broadcast model, he understood that ultimately it was still up to each audience member to control their intake of that media, and to contextualize it in a way that made sense in their own world view.Facebook and the like simply extend this natural capability that media in general (and the people who consume media) have. Social media explicitly take the one-to-many and make it many-to-many. The content of social environments is the same as the content of a house party, or a coffee shop. They are about you. In fact, ALL media have ALWAYS been about you — they are about what you choose to pay attention to how you make sense of it in your life.McLuhan saw that half a century ago. Others are still figuring it out.
Source: http://mediadriving.com/2009/01/26/what-marshall-mcluhan-knew-about-social-media-that-technology-experts-today-dont/
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Global Village
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Nielsen 2010 Social Media Report
• 9 million Australians interact via social networks• Content sharing is the most popular activity• 4 in 5 Australian Internet users shared a photo• Twitter usage grew by 400% in 2009• Nearly 3/4 of Australians read a wiki• 2 in 5 Australians interact with companies via social networks
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“United Breaks Guitars”
“They Shake me”
Collision of Marketing, Customer Service and PR
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The Future of Customer Support
Support is a major marketing asset
Teaches marketers how to deal with “messiness”
Gems in unstructured user generated content
Facilitate customers to self-support each other
Provides direct feedback to product development
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WHAT DO CUSTOMERS WANT ?
Accessibility
Responsiveness
Knowledgeable People
Promptness
Promises Kept
Kept Informed
Follow Up
No Surprises
Do It Right First Time
A Relationship
Source : Ray Kurdupleski, (ex-AT&T) & Universal Card Services case study, Bradley T Gale, “Competing on Value”
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Example: Outside London flat
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Challenges Connecting with Council
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Engaged Citizen looking for new ways to connect with Council
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Challenge Today : Moving from Transactions Alone to Relationships
Current State= Transactions
We do this stuff well e.g.Fines, Service Fees …
Future State= Citizen Engagement(relationships)
We don’t do this really e.g. User generated content, ratings, reviews, 1:1 dialogue
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Move to Citizen Facing Systems & RelationshipsFood Safety Offences (www.foodauthority.nsw.gov.au/penalty%2Dnotices/) publishing breaches in food safety to the citizens of New South Wales in Australia.
Patient Opinion (www.patientopinion.org.uk/) facilitating dialogue between patients in the United Kingdom and the National Health Service
Toronto, MyBikeLane (toronto.mybikelane.com/) reporting bike lane violations in Toronto. Little Bee is top offender. So far, zero violations at http://sydney.mybikelane.com/ 19
Social Media Marketing Challenge
Low engagement consumer (click on content : limited effort & no content generation )
Bookmarking Clicking a link to share info or start a discussion threadVideo or photo viewingRate a serviceTouch someone, teleport or gesture via avatar in Second Life (SL) virtual tourist location Microblogging (Twitter) – 140 characters SMS (excludes Australia) Commenting on a blog entryWrite a reviewCreate a video blog entry/vlog Build a city in SL, allow avatars to vote on favorite monuments or learn a language
High engagement consumer ( effort spent on content creation e.g. take a video, create artifact )
Level of Engagement Brand Signal Brand Equity
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Forrester Groups Social Media Activities Into Five CategoriesSeptember 2009 “Midlife Australians Flock To Social Media”
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Middle-Aged Australians Increased Content Consumption And Use Of Social NetworksSeptember 2009 “Midlife Australians Flock To Social Media”
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Middle-Aged Australians Increased Content Consumption And Use Of Social Networks (Cont.)
September 2009 “Midlife Australians Flock To Social Media”
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Most Online Australian Adults Use Social Media RegularlyMarch 2011 “Online Australians Shift To Social Networks”
Increasing social media engagement
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Leisure Conversationalists
ConversationalistsAll US online leisure
travelersMale 58% 53%Average age 39 44Average annual household income $79,262 $85,860
Technology optimists 67% 58%Have in-home broadband 83% 80%Own smartphone 18% 15%
Base: US online leisure travelers
Source: Forrester’s North American Technographics® Travel Online Studies, Q1 201025
Generation Y & 2020
...”They have a different understanding of ‘basic skills’ – wanting to get high-level overviews and return for ‘deeper dives’ when and if needed……………they are very much just-in-time learners and they will go to the Internet or other sources as they need information or skills…
In 2020– most Baby Boomers will have retired while Generation Y
will
dominate employment, comprising 42% of the workforce
– average job tenure will be around 3 years (4 years today)
with voluntary annual turnover approaching 20%. More than 1 in 3 workers will be employed on a casual basis.
Australia in 2020, Mark McCrindle
Sponsored Content ads, in which individuals viewed a holiday page that was “brought to you by” a leading brand, were the most engaging but produced the least purchase intent of the 7 ad types tested.
Corporate Profiles on social-networking sites produced greater purchase intent and more recommendations when users could become a fan and add the logo to their own profiles than when they could not.
Give and Get Widgets in which individuals could create and customize something (a car or a dinner menu) and then either send it to a friend (“give” widget) or keep it for themselves (“get” widget) were more engaging than traditional banner advertisements but no more likely to produce an intent to purchase.
Above conclusions held across brands (a leading soup brand and a leading car brand) and publishers (on Allrecipes.com and on Facebook.com), but like traditional ads, widgets had increased success if the brand was relevant to the website (i.e a soup brand on a cooking website).
Comparing User Engagement Across Different Ad Types(Psychster and allrecipes.com, 2010)
Go-Nowhere-Gamers
• “Perhaps worryingly, a new generation will reject travel altogether in favor of gaming, social networking and ‘always on’ media,” the report states. “As in-home leisure is becoming more engaging, a group of young people will emerge who do not go out any more.”
Future of Free Time, April 2010
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Agenda – SMMP (stage 1)
1. Marketing transition 2. 8s framework 3. The beginning of social search4. Tools and tactics of SMMP 5. Facebook fan marketing6. Twitter and implications for real time marketing7. B2B Social Networking8. Best Practices in Social Media9. Social Graph10. Social Relationship Management11. Industry Adoption & ROI12. Future implications and where will the jobs come from ? 29
8 S’s of Social Media Marketing Practice
1. Social Graph
2. Story Feed (Stream)
3. Social Gesture
4. Social Object
5. Sharing Stories
6. Social (being vs having)
7. Service Dominant8. Social Commerce
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“We Are Building A Web Where The Default Is Social”(Zuckerberg, 3rd F8 developer conference, San Francisco)
• Open Graph not just has a record of relationships with other people (“friends”)but database of relationships with everything else mapping interests
• Any action on websites outside of Facebook.com update the profile and “Open graph” via social plugins
• Facebook Open Graph is a “proxy you”, your preferences, behaviours and friends anywhere on web.
• Recommendations from friends not strangers
• Most personalised search engine with not only your tastes but friends tastes
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Facebook Object Types for Social Graph Activities Businesses Groups Organizations People Places Products and
EntertainmentActivity Bar Cause Band Actor City Album
Sport Company Sports_league Government Athlete Country Book
Cafe Sports_team Non_profit Director Landmark Drink
Hotel School Musician State_province Food
Restaurant University Politician Game
Public_figure Product
Song
Movie
Tv_show
Websites UPC/ISBN Other
Blog UPC code Other
Website ISBN number
Article
latitude longitude street-addresslocality regionpostal-codecountry-name
location
Contact Info : emailphone_numberfax_number
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ProgrammesMusic
Topics
Users
Events
News Food
Gardening
The BBC as Social Graph
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Facebook EdgeRanksource: 6 Tips to Increase Your Facebook EdgeRank and Exposure by Jim Lodico, 28/4/2011
• Object = status update or post• Edge = like, comment or interaction with object• Interesting info more people interactions resulting in higher rank and story in “Top News” • Posting status updates without conversation does not get high rank and move into “Top News” feed• EdgeRank is based on sum of three factors:
– affinity or the relationship between the creator and user– interaction with the object (likes, comments have different levels of user engagement) – timeliness means new objects have better chance
• 6 Tips to increase EdgeRank– Publish objects that encourage interaction– Create a forum– Make most of photos and videos– Share links– Keep it fresh– Ask users to share
The Facebook Newsfeed (Stream)Being able to quickly parse through what your friends are up to, in line, and in reverse chronological order is the cleanest and simplest way to navigate a social net. (The News Feed - A Powerful UI Innovation, Fred Wilson, December 10,2007)
Today we're ready to declare The Newsfeed the dominant internet metaphor of the day; the cascading waterfall of updates from your friends, with comments swirling even around those - that model is everywhere now!(Having Conquered Flickr & Yahoo, "The Newsfeed" Is Now the Dominant Info-Metaphor of Our Time, Marshall Kirkpatrick, Read Write Web, October 16, 2008)
A method for displaying a news feed in a social network environment is described. The method includes generating news items regarding activities associated with a user of a social network environment and attaching an informational link associated with at least one of the activities, to at least one of the news items, as well as limiting access to the news items to a predetermined set of viewers and assigning an order to the news items. The method further may further include displaying the news items in the assigned order to at least one viewing user of the predetermined set of viewers and dynamically limiting the number of news items displayed. (US Patent 20080040673, Zuckerberg et al.)
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Social Gesture • @• Block• Bookmark• Check-in (Foursquare)• Comments• #tags• (Un)Follow
• Like (Facebook)• Share• Pokes• Retweet• Reblog• Status update• (Un)Subscribe
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Opportunities to Influence
• When you are in a good mood• When world view no longer makes sense• When you can take action immediately• When you feel indebted because of a favor• Immediately after you have made a mistake• Immediately after you have denied a request
Social Psychology
1. Reciprocity: we want to repay, in kind, what another person has provided us
2. Consistency: desire to be (and to appear) consistent with what we have already done
3. Social proof: to determine what is correct find out what other people think is correct
4. Authority: deep-seated sense of duty to authority
5. Likeability: we say yes to someone we like
6. Scarcity: limitation enhances desirability
Robert B. Cialdini, Influence: The Psychology of Persuasion (revised; New York: Quill, 1993)
Social Media Marketing and Principles of Influence(adapted from blog of Mischa Coster)
• Following, Connecting or Friends– Who are you/what can you bring me/ What do others say about you ?
• Begin with Reciprocation (what will you bring ) to build followers• Liking and similarities• Reciprocation and Liking => Drives social proof
• How does scarcity work in social media world of free downloads– Social Media = sharing, giving and receiving– Scarcity in social media = unique value
• Authority– Quantity of internet publications (Social proof) vs. Quality (Reciprocity)– Authority most important and influential on topics of fact– Google ranks people – higher ranking for important pages and sites – Expert on matters of fact emphasize authority when presenting – Matters of taste (film, restaurant or hotel etc.) consensus, number of things – To begin share valuable information and share authorities in agreement
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Social Media Marketing and Principles of Influence(adapted from blog of Mischa Coster)
• Critical mass of social proof– Lower mass than offline media– Similarity in network of shared of interests and backgrounds– Not as many dissimilar others as offline
• Commitment and Consistency in Social Media– Small effort for small favour to retweet, review or ask opinion – How do we create a request for larger favour later ?
• Reciprocal response (the favour in return to your request) needs to be made actively, publicly and voluntarily (no one is forcing me to do any of this)
• Ask for action publicly made e.g. comments on website, share on other websites or within network• Enough effort not to scare but meaningful step• Facebook like’ button is a very small effort but publicly made (gets shared in your own network)• Liking a product, band or actor allows marketer to make a bigger request later e.g. visit demo offline• Like is consistent with preference to allow supplier to send relevant information• Characterise in terms of larger issues (internal to individual) • For an environmental cause (after “like” ) ask given importance of cause to individual would they become an ambassador in the
network or geography • Characterise in terms of larger issue not something small they did• You call the commitment to be logically consistent with what you have already done that you would do this larger one, because
you are favorable to this cause or to this type of consumer product
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Social Media Marketing and Principles of Influence(adapted from blog of Mischa Coster)
• Social proof vs. Bystander effect– Social proof ( show certain behaviour when enough others show and makes
you want it more)– Bystander effect builds on theory of diffusion of responsibility with more
people around, the less I will feel personally responsible for taking action in situations the appeal to my sense of responsibility
• Conflict when enough others donate I don’t need to do so makes it unnecessary to act • Last year 75% participated - would you be willing ? - Nobody else has done it this year, so I still
need you to do it!” • Norm is social proof
• Wisdom of Crowds & creating social proof– set up and monitor user groups, interest groups, customer networks that allow
marketers to learn rather then to teach about their product• This was one of the highest scoring products among our test group• This tested great among all the people that we tried it out on the internet
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Research Based Importance of Social Proof
• “Werther” effect – people suicide in copycat behaviour
• Pluralistic Ignorance – Personal responsibilty is high if only one onlooker of
distressed person
• Peer behaviour– Child learning skill vs Parental instruction
• Herd Behaviour• Marketing implications
– Word of mouth, testimonials, case studies
Why Do People ‘Like’ A Company Or Brand?Paloma Vazquez on November 1, 2010, www.psfk.com
Extract from report released by ExactTarget and CoTweet
Social Proof and Social Media Marketing
• High subscriber counts get more subscribers faster• Lots of blog post comments end up with many more• Social news with lots of votes and interesting headlines gets
votes form others before being read• Popular bookmarks get even more popular• Retweeted content spreads even faster through further
retweeting• Recommended content more favourable than found• Quality,quality & quality content spreads with social proof
through reciprocity and liking establishing authority with people and Google
• Blogging Content creates bonding with customers
Social Objects
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“…why social objects are the future of marketing.” (MacLeod 2008)
Social Networks form around Social Objects**, not the other way around.
(** Term attributed to Jyri Engstrom) MacLeod Hugh (2008) GapingVoid.com
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“Elegant Organisation”You don’t start communities. They already exist. They’re already doing what they want to do. The question you should ask is how you can help them do that better. Bring them “elegant organisation”.
Jeff Jarvis (2009) quoting Mark Zuckerberg (Creator of Facebook) in
“What Would Google Do?” Harper Business
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Sharing Stories
What happens when you tell stories? Two magical things: You build trust with other people in your network, and from there you build empathy…is when you share the emotions that other people have and express. It’s a powerful, deeply primal experience.
ShareThis! Deanna Zandt, Berrett-Koehler Publishers, 2010
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Stories and Listening to Brand Attributes
• Your own stories are ego centric• Stories others tell about you to friends and
associates (future prospects) are powerful– What vocabulary do others use– What do others tell about your skills– What stories do you tell about others
• Brand attributes are what others write and repeat
• A Feed story describes a single specific action between an actor and an object. Examples: – "Peter joined the cause Leukemia and Lymphoma Society." – "Ari posted a song to Serkan's profile." – "Peter thanked Ronnie for his donation."
• A Feed story contains valuable information that the actor wants to share and others want to consume.
• A Feed story is well-designed, succinct, and if appropriate, features an attached piece of media that further describes the action or the object of the action. Examples:
– "Peter joined the cause Leukemia and Lymphoma Society." – "<Leukemia and Lymphoma Society Logo> <blurb about the society>"
• Design Guidelines• Feed story body:
– Shows more details about the action or object. – Does not repeat information in the headline. – Does not include promotional links or explicit calls to action. – Example: "<Leukemia and Lymphoma Society Logo> <blurb about the society>"
• Action Links: – Appear on all stories – Feature contextually relevant calls to action – Only one action link with a max of 25 chars can appear in a Feed story – Cannot contain any formatting characters (like "[", "]", "|") – Example: "Comment - Share - Join Cause"
What is a Feed Story? (Facebook Guidelines)
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Purpose Motive Linux-Apache-Wikipedia
Drive #1: Eat when we’re hungry. Drink when we’re thirsty. Etc.
Drive #2: Respond to rewards and punishments in our environment.
Drive #3: We do things because they’re interesting and because they’re engaging and because they’re the right things to do and because they contribute to the world. (!!!)
“Our Third Drive, intrinsic motivation, is the most powerful.”
Drive: The Surprising Truth About What Motivates Us, Daniel Pink, Riverhead 2009
The largest funding platform for creative projects in the world
• platform facilitates carpooling and carsharing • put passengers in touch with drivers – who are
free to put a price on the rides they offer• 100,000 passengers find rides through
Comuto per month• traffic has doubled since volcanic eruption in
Iceland
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Wine Communities
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Service-Dominant Logic
• A logic that views service, rather than goods, as the focus of economic and social exchange i.e., Service is exchanged for service
• Essential Concepts and Components– Service: the application of competences for the benefit of another entity
• Service (singular) is a process—distinct from “services”— particular types of goods
– Shifts primary focus to “operant resources” (skills and knowledge) from “operand resources” (static and tangible)
– See value as always co-created (Market With i.e. Collaborate with Customers & Partners to Create & Sustain Value)
– Sees goods as appliances for service delivery– Implies all economies are service economies
• All businesses are service businesses
Vargo, S.L. and R.F. Lusch (2004). “Evolving to a New Dominant Logic for Marketing, Journal of Marketing 68(January): 1-1760
S-Commerce Strategies
Online
Offline
ACQUISTION RETENTION
Groupon
$$$
F-commerce
Amazon Amazon Amazon
Key opportunities – social selling and social loyalty/retention
Physical availability
See, touch, smell
Try /use
Human interaction
✔✔
✔
✔ ✔
Sample Size = 1,000 U.S. consumers
Which of the following are the three most important sources of information that you use to help make buying
decisions?
Friends / Family
40%
50%
60%
0
How Shoppers Make Buying Decisions
30%
20%
10%
60%
29% 29%27%
24% 23%
Online reviews more important than in-store employees,
traditional media, and social networking
21%19%
14%11% 10%
Online professional
reviews
Data on mfg. sites
In-store product displays
Online reviews (store-based retailer sites)
In-store employees
Print Customer reviews
on blogs, message boards
Customer reviews on
social networks
TVCustomer reviews (online-
only retailer sites)
Source: Cisco IBSG Research & Economics Practice, 2010
Groupon fuels innovation: at all levels of each stage of retail value chain
Product
Price
Merchandising
Payments
Fulfilment
S-Commerce Category Opportunities
1. Recommendations and reviews– Social network– Service /syndication
2. Group Buying – Retail or manufacturer site– Social network– Service /syndication
3. Communities– Retail or manufacturer site– Social network– Service /syndication
The benefits of social media marketing practice
Social media
marketing
Social ✔ commerceaccountable commercial outcomes
research & developmentgenerate ideas, develop insights, test strategies
knowledge management generate, aggregate, disseminate organisational knowledge
brand equitybuild enduring and intimate brand relationships
Agenda – SMMP (stage 1)
1. Marketing transition 2. 8s framework 3. The beginning of social search4. Tools and tactics of SMMP 5. Facebook fan marketing6. Twitter and implications for real time marketing7. B2B Social Networking8. Best Practices in Social Media9. Social Graph10. Social Relationship Management11. Industry Adoption & ROI12. Future implications and where will the jobs come from ? 66
Facebook is My Newspaper(Susie Wilkening, http://reachadvisors.typepad.com/)
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Social SearchIt could represent a monumental shift in search technology. All major engines analyze the link structure of the Web as a key ingredient in determining what pages are most relevant -- a breakthrough that Google championed when it launched in 1998. A Web page that has a lot of other sites linking to it will rank higher, figuring more prominently in a given search, than one with only a few incoming links. Social search aims to shift power from Web publishers, who create these links, to everyday Internet users by examining their bookmarks or giving them tools to express their opinions.Current technology "delegates to Webmasters to decide what is important for the rest of us," says Bradley Horowitz, director of technology development at Yahoo. "Social search is about democratizing this power.”
Yahoo Social Circle by Ben Elgin, January 23, 2006, Business Week
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Detecting flu trends using search engine query data (intentionality)
16 million people in the UK accessed Internet via mobile phones in December 2009. Total of 6.7 billion pages and 4.8 billion minutes online during the month. Top 10 sites accounted for 70 per cent of total pages viewed and total time online
For comparative purposes 2.4 million Australians went online via mobile in June 201070
Australia Leads Average Time Spent per Person on Social Media Sites
Facebook accounted for 56 % of total number of sessions on social networking/UCG sites in Australia, followed by Yahoo!7 20%, YouTube 10%, Wikipedia (7%) and Blogger ( 3%) Relates to users of a home broadband internet service. Source: Nielsen Online, June 2010 71
Australia Leads Average Time Spent per Person on Facebook
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Referral & Destination Traffic for April 2010agl & originenergy
• Sites people visit before going to agl.com.au– facebook.com (21.19%)– google.com
(15.57%)– google.com.au ( 2.68%)
• Sites people visit after leaving agl.com.au– facebook.com
(31.6%)– energyaustralia.com.au (< 0.1%)– google.com.au (<0.1%)
• Sites people visit before going to originenergy.com.au– google.com.au (46.37%)– google.com (25.33%)– facebook.com ( 13.90%)
• Sites people visit after leaving orginenergy.com.au– google.com (31.03%)– google.com.au (22.31%)– facebook.com (9.22%)
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Alexa Audit 12/04/11 – Demographics of Australian Web Sites (.au)
What kind of visitors are we attracting ?
visited more frequently by users in the age range 55-64 and no college education.
graduate school educated and browse from work.
How to Participate in Conversations• Conversational calendar• Keywords/Vocabulary online & offline • What topics do your customers care about ?• What topics are trending in your industry • Monitor existing social media via dashboard e.g. Fb or Twitter• Use complaints or opportunity to discuss solutions• Become an expert providing service through social exchange•
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Social Media Conversation Calendar Triggers
• Tweets ~ 1 to 2 per day• Facebook status daily• YouTube weekly• New content ~ 3 to 5 hours per month• New online contacts ~ 1 hour per month • New blog post ~ 1 per working day
8 Levels of Social Media Analytics
8 Levels of Analytics(Davenport)
Key Social Media Questions
Standard Reports What conversations are taking place?
Ad Hoc reports When and where are conversations taking place?
Query Drilldown What are the sentiment of conversations?
Alerts What actions are required?
Statistical Analysis Why are these conversations occuring?
Forecasting What if conversations continue?
Predictive Modeling What conversations are next?
Optimization How can we lead conversations?
http://manobyte.com/blog/index.php/2008/11/what-is-social-media-analytics orginally adapted from Davenport T (2007), Competing on Analytics
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First Step Monitoring [Brand] Conversations & Tips
• Social Media Dashboard
– All social media sources relating to brand– RSS technologies– Mashups (e.g. YouTube, Flickr, Twitter, Nielsen, Google )
• Weak Signals– Twitter early warning in advance of blogging
• Set up comprehensive Google Alerts
• Set up a feed reader with relevant blogs and new feeds
• Use Twitter Search to follow hashtags and keywords in Twitter streams
• Start immediately (~3 mins) with Netvibes and vocabulary 78
Google Reader
• Free
• Collects info from Twitter, blogs, and other RSS sources
• Allows for easy sharing
• Info all in one spot
• Less real-time (both benefit and drawback)
• Track what’s read/not
• Powerful: Star, share, email, tag, notes, trends
• LinkedIn - Job changes, New connections, Updates and Groups
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Other monitoring options
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Brand Equity - Conversational • Conversation Gap (Rubel 2005)
– Brand share of the online conversation– Gap between the total number of conversations about a category
and the proportion which mention the brand operating in the category
• Equities of a Brand (Stein 2006)– Topics being mentioned in conversations about a brand with
equity share corresponding to the frequency at which each topic is mentioned
See pp 115-116 Cook, N 2008. Enterprise 2.0 Hampshire,England: Gower Publishing
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Conversation Gap - Vacation and Paris
* Total identified blogs: 99,181,005 @ 18 December, 2008
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Conversation Gap - Vacation and Paris or Sydney
* Total identified blogs: 151,048,780 @ 24 November, 2010
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Paris – Equity Share Analysis of Attributes
* Total identified blogs: 151,048,780 @ 24 November, 2010
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Blog Mentions:Sydney Opera House, Taj Mahal & Great Wall China
A review of the blogosphere on 8 June 2010 reveals 126.87 million blogs
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How Social Media Supports the Myth of Paris
Lamps, Eiffel Tower,france, night, street, notredame, bw, church, architecture,
toureiffel, city, cathedral,louvre, museum
Casablanca“We'll Always Have Paris”
City of love , city of lights, landmarks , museums & galleries, Cafés, coffee, conversations, friendship, artists, lovers, philosophers
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Content Marketing• Thought leadership, thought leadership & thought leadership
• Content marketing is second guessing what your customers need to know and delivering the info in a relevant and compelling manner
• Best practices, case studies and success stories
• Not media company driven content but content for customers
• Provide materials to support a service where customer says ‘Wow, you really made this easier for me!’”
e.g. Blendtec “Will it blend?”
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• Wikipedia entries well placed on Google• Collaborative authoring of content• User-edited content• 17 million Wiki Pages • Content changes must by approved• Articles are cross-indexed• Generate articles relating to your organisation,executives and news• Monitor articles on wikipedia for reputation management• Reference with related entries
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Content Syndication• RSS• Social bookmarking sites
– News • Digg.com, Propeller.com, Reddit.com, Mixx.com, Shoutwire,
Furl.com – Bookmarking
• Del.icio.us – Channel surfing
• StumbleUpon.com – SME Marketing
• SmallBusinessBrief.com • SEO
– Sphinn.com • Content marketing
– Junta42.com
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“New Rules of New News Releases”
• Don’t send news releases only when “big news” is happening• Find good reasons to send news releases all the time• Don’t just target a handful of journalists• Create news releases appealing directly to your buyers. • Write releases rich with your keywords • Include compelling offers consumers action• Add social media tags with keywords so release can be found• Drive people into the sales process with a news release.
David Meerman Scott’s The New Rules of Marketing and PR, 2007
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Marketing Content1. Audio and video recordings of interviews,roadshows or roundtables for repurposing e.g.podcasts 2. Release schedule focusing on key topics affecting customers with a free subscription 3. Send out news releases through a keyword-optimized service e.g. PRWeb, eReleases (paid) or PR.com, Clickpress
(free)4. Send releases direct to influential bloggers and post on Scribd and FreeIQ5. Post videos of interviews on YouTube and industry specific video portals specific to your industry6. Upload audio & video to microsite relevant podcast directories7. All articles with own HTML pages on microsite8. Each article with social media capabilities, such as letting people add it to Facebook, Digg, or StumbleUpon9. Provide a free e-book or whitepaper on microsite for downloading to continue the conversation with current
customers information on prospects so that you can begin a conversation (no sales pitch education only)10. RSS feeds available for Web content11. New news releases are for building key links and for helping bloggers and influencers find the site12. Upload articles to key vertical and social bookmarking sites 13. If deemed relevant create a Facebook fan page and invite key customers to join the Facebook group
Adapted from Joe Pulizzi and Newt Barrett (2009) Get Content Get Customers, McGraw Hill
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Diverse Content Practices• Millerwelds.com
– Category killer for welding information• Tween Waters Inn (Captiva Island)• Fleishman-Hillard
– BoomerBlog.com & NextGreatThing.com • David Lawrence Centre
– Mental Health & Substance abuse• Kitchen Studio of Naples, Florida
– annporter.wordpress.com/• Maui Wowi Franchisee
– CoffeesAndSmooth ies.blogspot.com• Bitemark.com
– Conversion rate blog• Mindjet• Pinsent Masons
– Outlaw.com92
Article Directories
EzineArticles.comArticleDashboard.com Buzzle.com WebProNews (internet marketing)IdeaMarketers.com ArticleAlley.comArticleCube.com
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Pyramid of Economics of Social Content
Original Content = X
Original Content + Ratings/Reviews = 2X
Original Content + Ratings/Reviews + User generated content = 4X
Source: Happe R. (2009) Social Media in the Enterprise, GigaomPRO
• over 22MM page views per month, adding new ad revenue
• 3 additional campaigns and launched new tv series based on the online content
HGTVRate My Space
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Marketing in an Unpredictable WorldDuncan Watts & Steve Hasker, Harvard Business Review, September 2006
1. Increase the number of bets, and decrease their size
2. Focus on detection, measurement, and feedback
3. Follow through with flexible marketing budgets
4. Exploit naturally emerging social influence
5. Build flexibility into supply chains and contracts
“The implication for marketing executives is that they should de-emphasize designing, making, and selling would-be hits and focus instead on creating portfolios of products that can be marketed using real-time measurement of and rapid response to consumer feedback”.
95
Agenda – SMMP (stage 1)
1. Marketing transition 2. 8s framework 3. The beginning of social search4. Tools and tactics of SMMP 5. Facebook fan marketing6. Twitter and implications for real time marketing7. B2B Social Networking8. Best Practices in Social Media9. Social Graph10. Social Relationship Management11. Industry Adoption & ROI12. Future implications and where will the jobs come from ? 96
Relationships # Technologies
In Saren M. (2006) Marketing Graffati, Butterworth-Heinemann
97
98
Social Media Concepts Media Share Engage Relationships
Fb ✔ ✔Flickr ✔
Blogging ✔ ✔
Twitter ✔ ✔ ✔
99
Social Bookmarking
• Information sharing and promotion for content• Delicious acquired by founders of YouTube(AVOS)• Social bookmarking rank well in search• Increase audience reach e.g. non-commercial users• Top 4 general sites
– Digg,Delicious, Reddit and Stumbleupon• Top niche sites
– Slashdot.com (technical)– Sphinn (search)– tipd.com (financial) – kirtsy (female)
Forums Zappos.com
subscription-based forum
an online electronics store, gives members the option of discussing issues regarding specific products
myRidez recruits users to demonstrate how to install and upgrade vehicles, it has also made the page fun by asking users to submit photos of the finished vehicle.
Social Networking
Technology and services creating unique personal profiles, mapping out relationships, and leveraging connections to accomplish a task.
Key characteristics of Network :
• Personal Profile• Visible Relationships• Connections
Profiles: The Real Value Of Social Networks by Charlene Li, Forrester, July 2004
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Popular Social Networking Sites by Country
China (420 M) - QQ, Xiaonei (now RenRen), 51, Tencent UK - Facebook, Bebo, MySpaceNZ - Facebook, Bebo MySpaceUSA - Facebook, MySpace, TwitterKorea – Cyworld Japan – Twitter, Mixi.jp (22 M users at 31/10)Germany - Facebook, StudiVZ, MySpace
These social networks exclude popular dating sites e.g. Flirtomatic (UK) and loveonline (NZ)
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• Allows employees, consumers, passionate to collate and collaborate
• Web pages anyone you allow can edit
• Share best practice and knowledge
• Empower staff and value their experience
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Motivation to Blog• The Journal of Advertising Research (Huang et al., Dec 2007)
identified five major motivations for a blogger to blog:
1. self-expression2. life documenting3. commenting4. forum participating5. information searching
• The idea of being able to escape the real world
• Web-based technologies help to unlock existing human needs
TREND
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Tag Cloud of Paige’s Story About Travel to Paris
Created from Daniel Steinbock’s TagCrowd under Creative Commons ©
106106
1.Gayle
3. Paris
2. Paige
+
+
4.”The occasion was my cousin Paige’s 16th”
5. “I am a Canadian and get by in French.”
6. "All I can say is WOW! We rented a 2 bedroom, 1 ½ bath apartment (two showers), "Merlot" from ParisPerfect http://www.parisperfect.com/ and boy was it ever perfect! "
7. “We had a full view of the Eiffel from our charming little terrace. ....We were within walking distance to two metro stops (Pont d'Alma or Ecole Militaire) "
8. "We were walkable to many good bistros, cafes and bakeries and only a few blocks from the wonderful market street Rue Cler."
9. "I bought a Paris Pratique pocket-sized book at a Metro station. This handy guide has detailed maps of each arrondisement, as well as the metro lines, the bus lines, the RER and the SCNF (trains). I'll never be without this again."
10."Six months before our trip, I gave Paige a couple of good guide books on Paris and suggested she let me know what her interests were since after all, this was to be her trip."
11.Sites• The Marais• Notre Dame• L'Arc de Triomphe - 248 steps up and 248
steps down...• Champs Elysee• Jacquemart Museum• Louvre Lite• Musee D'Orsay• Les Invalides, Napoleon's Tomb and the
Napoleon Museum• Sacre Coeur• Monmartre• Rodin Museum• Pompidou Museum• Train to Vernon, bike to Giverny with Fat Tire
Bike Tours• http://www.fattirebiketoursparis.com/• Eiffel Tower
Elaboration of Trip to Paris Blog Story (Means-End & Heider)
Woodside,Sood & Miller 2008 When Consumers and Brands Talk Psychology & Marketing
12. Unforgettable Memories"This trip had so many memories, but here are a few choice highlights........On our very first night, knowing that the Eiffel Tower light show started at 10:00 p.m.... she [Paige] dropped her camera…down 6 flights…we were stunned…SpanishFamily below standing below [with pieces of the camera]”
15." Michael Osman is an American artists living in Paris.""He supplements his income by being a tour guide." I" found out about him on Fodors""So I engaged Michael for two days."
16. "On our trip to Giverny, we met a young woman from Brisbane, Australia who was traveling on her own and we invited her to join us. Three of us enjoyed delicious and innovative soufflés, while Paige had the rack of lamb. We shared two dessert soufflés, one chocolate and the other cherry/almond. Yum"
17. "I wanted Paige to get a feel for shopping experiences that
she would not have at home (aka the ubiquitous mall). "
18."We went on Fat Tire's day trip to Monet's gardens and house in Giverny, about an hour outside Paris."
13."The father stretched out his cupped hands which held all of the pieces they were able to recover, including the memory stick and he very solemnly said, "El muerto...".
14. "They had decide to come to Paris to find the Harley Davidson store so they could buy Harley Paris t-shirts."
+
+
+
+
19....."I know Paige will treasure the memory of this girl's trip for many
years to come."
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Linguistic Inquiry and Word Count (LIWC)Text Analysis : The Psychological Power of Words
LWIC dimension “I love Paris”Paige’s Story
Personal texts Formal texts
Self-references (I, me, my)
6.12 11.4 4.2
Social words 10.55 9.5 8.0
Positive emotions 3.04 2.7 2.6
Negative emotions 0.54 2.6 1.6
Overall cognitive words 4.12 7.8 5.4
Articles (a, an, the) 7.74 5.0 7.2
Big words (> 6 letters) 18.40 13.1 19.6
Pennebaker, J. W., Francis ME, Booth RJ. (2001). Linguistic Inquiry and Word Count (LIWC): LIWC2001. Mahwah: Lawrence Erlbaum Associates.
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Iconic Sites & Scenes from Paris Blog• Eiffel tour night show• The Marais• Notre Dame• L'Arc de Triomphe - 248 steps up and 248 steps down...• Champs Elysee• Jacquemart Museum• Louvre Lite• Musee D'Orsay• Les Invalides, Napoleon's Tomb and the Napoleon Museum• Sacre Coeur• Monmartre• Rodin Museum• Pompidou Museum• Train to Vernon, bike to Giverny with Fat Tire Bike Tours
www.fattirebiketoursparis.com/
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Marketing & Advertising Strategy Implications from Paige’s Story
• Story told in natural city setting • Assume Paris = brand• Brand is supporting actor enabling Gayle to achieve her goals of
showing Paris to Paige (conscious) and help her coming of age (unconscious)
• Builds favorable consumer brand relationship: best friendship (Fournier 1998)
• Show someone Paris: Share experience,teacher-student,”fairy-godmother” or be the tourist guide
• Use social relationships to sell cities• Interpersonal relationships (people travel with people) • Near conversational interaction with brand:
story is called “I love Paris”
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Publicity Effectiveness of Blogs versus online MagazinesThe results of the current study clearly show that the publicity effectiveness of blogs is higher than that of online magazines. The use of social media requires marketers to take a step back from traditional campaign thinking and focus more on relationship building.
The study conclusively shows that the publicity effectiveness is superior in social media as compared to “traditional” online media.
Public-relations practitioners end up in traditional media by reason of news-generating spectacular advertising campaigns, press releases, sponsored competitions, and the like. By contrast, for publicity to find a credible spot on blogs, placement efforts need to begin with genuine relationships with the bloggers.
Finding “fashionable friends” online takes time and effort. The return of those investments, however, could provide marketers with a new kind of far-reaching effective publicity generated by blog producers who similarly devote both time and effort to promoting the brands they believe in.
Colliander and Dahlen (2011), Following the Fashionable Friend :The Power of Social Media Weighing Publicity Effectiveness of Blogs versus online Magazines, Journal of Advertising Research, pp. 313 – 320.
Flickr - Photos• Join a photo sharing site e.g. Flickr or Picasa
• Upload photos and create a slideshow
• Use the embed code from the slideshow or follow your blogs rules to embed it on your blog. Use HTML tab in blog form.
• Optimize photos for the Web via Photoshop or via a Web-based solution (webresizer.com)
• Provide interesting captions to your photos to tell the story
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Canada
113
Tiffany Co.
114
LVMH – Louis Vuitton
115
“United Breaks Guitars”
10,177,221
Susan Boyle62,169,017
Old Spice The Man Your Man Could Smell Like
30,796,471
Blendtech & Old Spice 700,884
** views current as at 25 March 2011
• Check out http://www.youtube.com/t/creators_corner e.g. 3D, cloud editor
• Interview people, have a talk show, do a video blog with commentary, make short films, be creative
• Embed the video on your blog. Embed code is readily available to the right of your videos on YouTube
• Username becomes a channel
• Tag videos with appropriate key terms to help others find your content
• Explore and post other video sites, like Vimeo, Viddler
User generated video reviews show strong presence of strategic advertising elements
• Check out http://www.youtube.com/t/creators_corner e.g. 3D, cloud editor
• Interview people, have a talk show, do a video blog with commentary, make short films, be creative
• Embed the video on your blog. Embed code is readily available to the right of your videos on YouTube
• Username becomes a channel
• Tag videos with appropriate key terms to help others find your content
• Explore and post other sites, like Vimeo, Viddler119
YouTube Insight – Video Analytics
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Archetypes of Consumer Conversations About CG Ads Campbell et al (2011), Understanding Consumer Conversations Around ads in a Web
2.0 World, Journal of Advertising Research, vol 40, no.1, Spring, pp.87-102
The
OppositionaryCollaborative
Conceptual
Emotive The Flame
The Debate The Inquiry
The Laudation 121
Engaging Video Ingredients: Deconstructing a TEDTalk [ TEDTALK 2010] Mini-Documentary
Thomas Clifford 1/4/2011
• Simple – video follows two people appearing at an event.• Emotional – includes emotional ups and downs.• Intriguing - kept in suspense through a compelling storyline.
• 5 main ingredients:
1. Music2. Interviews3. Live event: before4. Live event: during5. Live event: after
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UStream.tv• Live streaming video from desktop or smartphone
• With a laptop and a Web cam or camcorder connected you can easily broadcast live from an event
• Easy to embed in your blog or Facebook via application
• Show pages allow for audience to chat and comment on an episode
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• Web application combining data from more than one source into a single integrated view or tool
• Online directory of mashups: http://programmableweb.com/mashups
Mashups
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Agenda – SMMP (stage 1)
1. Marketing transition 2. 8s framework 3. The beginning of social search4. Tools and tactics of SMMP 5. Facebook fan marketing6. Twitter and implications for real time marketing7. B2B Social Networking8. Best Practices in Social Media9. Social Graph10. Social Relationship Management11. Industry Adoption & ROI12. Future implications and where will the jobs come from ? 125
Australian Facebook DemographicsSource:checkfacebook.com – 22/11/10
Country Audience9,530,800
(1.74% of global)
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Facebook Pages
What would it be like to work with you?
News about your business
Share your work
Share blog posts
Specials and events only on Facebook
Use your own voice.
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Case Studies - Facebook
• Tommee Tippee Australia • Brasnthings• SSP (Sydney international airport)• Logos Bible Software• Coldstone Creamery• Del Mar racetrack• Washington Redskins
Posting to FacebookPost events to Facebook :
1. In your Group or Fan page create an event• Invite Fans or Facebook friends to attend the event - this engages your community• Share the event specific URL via Twitter too (use bit.ly)
2. Take your Twitter/Blog bit.ly URL and share it on Facebook via the “what’s on your mind” status update by Pasting the link
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Like, Comment & ShareThe “Like”, “Comment” and “Share” features on Facebook are three good ways to monitor your posts, but more importantly to help spread the word of your events as well as other events that your friends find interesting and relevant.
1. If you don’t want to leave a comment just click on the “like” button2. If you feel inclined leave a comment. By doing one of these options you are
essentially subscribing to any future comments other people may make about this particular posting
3. If you really like the posting and want all of your friends/fans to know about it click on the “share” button.
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Facebook – Main Tabs
• Wall – mini press releases, announcements• Info – static information, Overview, mission, etc.• Photos – multiple photo albums• Videos• You can add custom tabs
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Facebook Insights
• Facebook wants your fans to interact with your Page:–Wall posts–Likes–Comments
• Ask questions of your fans–Surveys – polls - input
• Use a casual approach where appropriate
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The 12 most annoying types of Facebookers
1. The Let-Me-Tell-You-Every-Detail-of-My-Day Bore 2. The Self-Promoter3. The Friend-Padder. 4. The Town Crier5. TMIer (The Much)6. The Bad Grammarian7. The Sympathy-Baiter. 8. The Lurker9. The Crank10. The Paparazzo11. The Obscurist12. The Chronic Inviter
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Sharing Your Content and InformationDate of Last Revision: October 4, 2010 Statement of Rights and Responsibilities
Statement of Rights and Responsibilities
Sharing Your Content and Information
You own all of the content and information you post on Facebook, and you can control how it is shared through your privacy and application settings. In addition:
For content that is covered by intellectual property rights, like photos and videos ("IP content"), you specifically give us the following permission, subject to your privacy and application settings: you grant us a non-exclusive, transferable, sub-licensable, royalty-free, worldwide license to use any IP content that you post on or in connection with Facebook ("IP License"). This IP License ends when you delete your IP content or your account unless your content has been shared with others, and they have not deleted it.When you delete IP content, it is deleted in a manner similar to emptying the recycle bin on a computer. However, you understand that removed content may persist in backup copies for a reasonable period of time (but will not be available to others).When you use an application, your content and information is shared with the application. We require applications to respect your privacy, and your agreement with that application will control how the application can use, store, and transfer that content and information. (To learn more about Platform, read our Privacy Policy and About Platform page.)When you publish content or information using the "everyone" setting, it means that you are allowing everyone, including people off of Facebook, to access and use that information, and to associate it with you (i.e., your name and profile picture).We always appreciate your feedback or other suggestions about Facebook, but you understand that we may use them without any obligation to compensate you for them (just as you have no obligation to offer them).
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Agenda – SMMP (stage 1)
1. Marketing transition 2. 8s framework 3. The beginning of social search4. Tools and tactics of SMMP 5. Facebook fan marketing6. Twitter and implications for real time marketing7. B2B Social Networking8. Best Practices in Social Media9. Social Graph10. Social Relationship Management11. Industry Adoption & ROI12. Future implications and where will the jobs come from ? 135
Twitter and Marketing Predictions• Tweets is “found data” without asking questions
• More meaning than typical search engine query• • Large numbers of passive participants in natural settings
• Twitter can predict the stock market (Lisa Grossman, Wired, Oct 19 2010)
• Predict movie success in first few weekends of release– “…it also raises an interesting new question for advertisers and marketing
executives. Can they change the demand for their film, product or service buy directly influencing the rate at which people tweet about it? In other words, can they change the future that tweeters predict?”
Tech Review, http://www.technologyreview.com/blog/arxiv/25000/
Water Cooler Intelligence Microblogging microsharing -> microlearning
Status management without walking around -touching base Checking the overall state of company or group - awarenessResponse and listening – all optional i.e. a pub/sub model Spot check all is well or anyone absent or problems ?Adjust accordingly and move onCollaborate Share infoGet to know othersMore awareWhat are you working on ?What is taking up time – ask advice What did you learn ?
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A Look at the Numbers• Worldwide visitors approached 10M in Feb 2009, up 700+% vs. Feb 2008 (Comscore)• 180 M unique visitors per month( Huffington Post, 30/4/2010)• 105,779,710 registered users (ibid) • 60+% stopped using Twitter a month after joining (Neilsen Online, via Reuters)• Older than you think!
– 18-24 year olds 12% less likely than average to visit Twitter– 25-54 year old crowd is driving this trend– 45-54 year olds 36% more likely to visit Twitter, making them the highest indexing age group– Next is 25-34 year olds: 30% more likely
• Twitter rose to over 800,000 users in June 2009, up from 13,000 in 2008**• Twitter gets a total of 3 billion requests a day via its API• Twitter's search engine receives around 600 million search queries per day.
Source: Reuters reporter Alexei Oreskovic.
** comScore study, June 2009 Reported in Marketing Charts, August 17th 2009
2007 ~ 5,000 tweets per day2008, ~ 300,000 tweets per day2009 ~2.5 million tweets every dayEnd 2009 Tweet growth 1,400% reaching 35 million tweets per dayFeb 2010 Twitter sees 50 million tweets created per day or 600 TPS
Source :Measuring Tweets, twitter blog, @kevinweil, viewed July 5 2010 <http://blog.twitter.com/2010/02/measuring-tweets.html>.
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TWITTER• Ambient intelligence• Takes microblogging mainstream• A giant “coffee shop”• Limited to 140 characters• Use Twitter to :
– post blog updates– connect with existing members– recruit new members
139
TWITTER BASICS• Handle - @soody• Follow – who you’re listening to• Replies – have a conversation! @• Retweet – RETWEET or RT• #FollowFriday (#FF)• Avatar – Your picture. Decide Logo or Face• Hashtag - #TwOrCo – Twitterers in OC• You can create your own hashtag #PUTM
140
DM (Direct Message)
Direct messages (DMs) are Twitter’s private messaging channel like Instant Messaging.
Tweets appear on your home page under the Direct Messages tab
Email notifications turned on, you’ll also get an email message when somebody DMs .
DMs don’t appear in either person’s public timeline or in search results. No one but you can see your DMs.
You can send DM only to people who are following you. Conversely, you can receive them only from people you’re following.
You can send DMs from the Direct Messages tab by using the pull-down menu to choose a recipient and then typing in your note. To send a DM from your home page, start your message with “d username,” like this:
d Stephenie How about next Monday?
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Finding People to Follow1. Go to www.search.twitter.com
– In the advanced search field enter: near:2066 within:25km– Replace with your zip code and extend radius if desired– The search results include all Tweeters based within your area– Click on a user name and their Twitter page will open– Click “Follow”– Repeat steps as many times over to check users of interest
2. If you find a local Twitter with lots of followers go to their page and click on the pictures on their page of their followers
3. www.tweetva.com to check a Twitter business listing
4. www.wefollow.com and “Enter a Tag” to follow the results
5. Visit pages of people who follow you and check out their followers to see if you want to follow them
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Now this is word of mouth!
143
This is Negative WOM!
Should We Care?
144
Customer Service
Direct sales via links & Promotions
Feedback & Complaints Management
145
Twitter Tools & Applications
TweetDeck CommuterFeed.com users tweet traffic info
TweetStats
146
Relationship to IM & e-mail
• Augments, does not replace• Email – longer strands of asynchronous info• IM – direct conversation, file sharing, video,
screen sharing – Skype• Phone – more complex messages; more
critical conversations where tone is important
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First steps
• Consider FaceBook first
• Try Twitter or Yammer starting small
• Have fun, and give them a chance
• Add social media to your profile
149
What Can You Do?
• How could your business provide “elegant organisation” for your customers and staff with Twitter or Yammer and the mobile phone?
150
Agenda – SMMP (stage 1)
1. Marketing transition 2. 8s framework 3. The beginning of social search4. Tools and tactics of SMMP 5. Facebook fan marketing6. Twitter and implications for real time marketing7. B2B Social Networking8. Best Practices in Social Media9. Social Graph10. Social Relationship Management11. Industry Adoption & ROI12. Future implications and where will the jobs come from ? 151
• Over 75 million users • 2M+ professionals in
Australia (~40% of professionals)
• Widely used in Financial Services (Sydney, Brisbane & Melbourne)
• Australian member usage ~ 8 minutes per
month
152
• Find and recruit staff• Create employee groups and pool ideas• Create a company profile• Network with related professionals• Be a Resource
Answer Questions as an expert in your field.
Provide referrals.
Make meaningful connections.
• Use an Authentic Style in your Profile153
Guy Kawasaki’s 11 Ways to Use LinkedIn:
1. Increase your visibility2. Improve your connectability3. Improve your Google PageRank4. Enhance your search engine results5. Perform blind, “reverse,” and company reference checks6. Increase the relevancy of your job search 7. Make your interview go smoother8. Gauge the health of a company9. Gauge the health of an industry10. Track startups. 11. Ask for advice. (LinkedIn Answers)
Source: http://blog.guykawasaki.com/2007/01/ten_ways_to_use.html
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VOIP-Podcasting-Webinars
• VOIP
• Podcasting
• Webinars– Go To Meeting (https://www1.gotomeeting.com) – WebEx (www.webex.com)– Live Meeting (http://office.microsoft.com/en-au/live-meeting/)– Great Web Meetings (www.greatwebmeetings.com)– Acrobat Connect Professional/Personal Web Conferencing (www.adobe.com/products/acrobatconnect/)
156
On demand Webinar Zipcast™ (Slideshare)
• Competes with GoToMeeting and Webex• Meeting on the go • Adds social to invite friends on Facebook and Twitter
including chat postings on Facebook• Hosts a meeting in less than 30 seconds• Click Zipcast on any slideshare presentation• Select Public or Private• Start Zipcast & enable live video• Cons – can’t record, schedule, register or take
payments 157
Agenda – SMMP (stage 1)
1. Marketing transition 2. 8s framework 3. The beginning of social search4. Tools and tactics of SMMP 5. Facebook fan marketing6. Twitter and implications for real time marketing7. B2B Social Networking8. Best Practices in Social Media9. Social Graph10. Social Relationship Management11. Industry Adoption & ROI12. Future implications and where will the jobs come from ? 158
Best Practices - Sharing
• Add “Share This” widgets to your website
• Create your own widgets that or visitors can share on their own sites and pages
• Share the content of others
• Share your own content across platforms
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Best Practices: RSS
• Make sure your content has an RSS feed
• Share your RSS feed with site visitors, social network friends
• Use RSS feeds to help streamline your social media workflow
• Bloglines Web-based aggregator www.bloglines.com
160
Best Practices: Blogging
• Pick an interesting voice
• Maximize outbound links
• Set outbound links to be opened in a new window
• Invite and encourage conversation
161
Best Practices: YouTube
• Get a nonprofit channel
• Tag your videos with keywords
• Embed videos in your blog and website
• Engage commenters
162
Best Practices: Facebook
– Profiles are for People– Get a Page, Get Some Fans– Use Groups* for largescale controlled membership– Use Events to Generate Attendance– Causes: Donations
Note: “Groups” # “groups”
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Best Practices: Twitter• 70 – 20 – 10 Engagement Model (Angela Maiers)
– 70% - Sharing others voices, opinions, and tools
– 20% - Responding, connecting, collaboration, and co-creating with like-minded Twitter colleagues
– 10% - Promoting and/or chit-chatting
164
Ping.FmPost Multiple Social Networks Simultaneously
• Posting methods–status updates “@s”–micro-blogging “@m”–Blogging “@b blog title^ post”
Agenda – SMMP (stage 1)
1. Marketing transition 2. 8s framework 3. The beginning of social search4. Tools and tactics of SMMP 5. Facebook fan marketing6. Twitter and implications for real time marketing7. B2B Social Networking8. Best Practices in Social Media9. Social Graph10. Social Relationship Management11. Industry Adoption & ROI12. Future implications and where will the jobs come from ? 166
1:1 Marketing
ShotgunMarketing
Segment Marketing
‘All Customers
the same’
‘All Customers in a segment
the same’
‘All Customersin a network interrelated’
A New Way of Marketing ?
Social Network Marketing
‘All Customers
are different’
167
Giant Global Graph
'll be thinking in the graph. My flights. My friends. Things in my life. My breakfast.
What was that? Oh, yogourt, granola, nuts, and fresh fruit, since you ask.
Submitted by timbl on Wed, 2007-11-21http://dig.csail.mit.edu/breadcrumbs/node/215
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Social Network Representation• Primary focus is actors & relationships # actors & attributes
• Nodes (Actors) connected by Links (Ties/relationship or edge)
• Links represent flows or transfer– material goods or information
1 2 30 1 01 0 10 1 0
123
1: 22: 1, 33: 2
1
32Adjacency matrix
Adjacency list
1 = presence of link0 = no direct link
Actors Relationship
Graph orsociogram
169
170
171
172
Key Network Measures
• Degree Centrality• Betweenness Centrality• Closeness Centrality• Eigenvector Centrality
krackkite.##h (modified labels)
Connector(hub)
Diana’sClique
Broker
Boundary spanners
Contractor ? Vendor
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UCINET 6 • UCINET IV for DOS is free
• Grab bag of techniques and procedures
• Matrix centered view – rows & columns - actors– cell value - relationship
• Citation – Borgatti, S.P., M.G. Everett, and L.C. Freeman. 1999. UCINET 6.0 Version 1.00.
Natick: Analytic Technologies.
• Network analysis requires:– ##h file contains meta data about the network – ##d file contains the actual data about the network
175
Useful References
• UCINET user guide
• Tutorial Prof Hanneman
• Network Analysis in Marketing (Webster & Morrison 2004)
• www.insna.org (international network for social analysis)
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Data Language (DL) Filetype
dl n=4 format=fullmatrix data: 0 1 1 0 1 0 1 1 1 1 0 0 0 1 0 0
dl n=4 labels: Sanders,Skvoretz,S.Smith,T.Smith data: 0 1 1 0 1 0 1 1 1 1 0 0 0 1 0 0
dl nr = 6, nc = 4
col labels:
hook,canyon,silence,rosencrantz
data:
0 1 1 0
1 0 1 1
1 1 0 0
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Standard Data SetsBorgatti, S.P., Everett, M.G. and Freeman, L.C. 2002. Ucinet 6 for Windows. Harvard: Analytic Technologies.
• BERNARD & KILLWORTH– FRATERNITY interactions among students living in a fraternity at a West Virginia college– HAM RADIO radio calls made over a one-month period (voice-activated recording device)– OFFICE interactions in a small business office. – TECHNICAL
• CAMP 92• COUNTRIES TRADE DATA• DAVIS SOUTHERN CLUB WOMEN observed attendance at women’s club in 1930s
• FREEMAN'S EIES DATA• GAGNON & MACRAE PRISON
• GALASKIEWICZ'S CEO'S AND CLUBS• KAPFERER MINE• KAPFERER TAILOR SHOP• KNOKE BUREAUCRACIES 10 organizations and two relationships – money & info exchange
• KRACKHARDT HIGH-TECH MANAGERS• KRACKHARDT OFFICE CSS• NEWCOMB FRATERNITY• PADGETT FLORENTINE FAMILIES• READ HIGHLAND TRIBES• ROETHLISBERGER & DICKSON BANK WIRING ROOM• SAMPSON MONASTERY Experimental and case study of social relationships." Doctoral dissertation, Cornell Univ.• SCHWIMMER TARO EXCHANGE• STOKMAN-ZIEGLER CORPORATE INTERLOCKS• THURMAN OFFICE• WOLFE PRIMATES• ZACHARY KARATE CLUB 178
NodeXL - Excel 2007 template for viewing and analyzing network graphs
www.codeplex.com/NodeXL 179
Agenda – SMMP (stage 1)
1. Marketing transition 2. 8s framework 3. The beginning of social search4. Tools and tactics of SMMP 5. Facebook fan marketing6. Twitter and implications for real time marketing7. B2B Social Networking8. Best Practices in Social Media9. Social Graph10. Social Relationship Management11. Industry Adoption & ROI12. Future implications and where will the jobs come from ? 180
The benefits of a house (“own”) COMMUNITY
Social commerceDonations, gifts, e-coupons…
Research & Developmentgenerate ideas, develop insights, test strategies
Knowledge management generate, aggregate, disseminate organisational knowledge
Brand equitybuild enduring and intimate brand relationships in Australiaand globally
your community
Building your community
Integration with social media
platforms
Integration with industry specific platforms
SEO, SEM & SMO
Leveraging existing offline
channels
How to Commence
• Identify where social network data and content can/should be integrated e.g. Web site
• Leverage existing identity and social graphs where your audience hangs, e.g. Facebook Connect
• Privacy and permission policies and processes aligned with an open strategy
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Organisational View
1. Identify key influencers
2. Maximise budgets
3. Precision targeting
4. Morph “CRM” to “SRM”
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Social CRM
Gartner Magic Quadrant for Social CRM(June 2010)
Social Networking Platforms And Online Group Services
nouhailler.wordpress.com/2010/10/15/social-networking-platforms-and-online-group-services/
1. Member profiles2. Blog: Collaborative blog3. Forum discussion4. Shared calendar5. Photo galleries6. Video
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Free Open Source Social Network EnginesElgg Open Source – www.elgg.org
• open source is often difficult to set up (pretty normal for free)
• Elgg is an open source social networking platform• Plugin-in based widgets and additions• No coding required if you don’t want to• Coding possible if you want to• some LAMP knowledge required• Profiles, Activity streams, (micro) Blogging, Groups & Discussions, Pages, Photo & Video Gallery…
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What you will Get
• Your Own Social Networking Site – installed on your own servers on your own network for just your own employees and business partners
• Tools – Enabling employees to connect amongst each other in geographic location– share and collaborate within company– communicate externally with B2B partners– Profiles, Activity Streams, Conversations, Blogging, Social Bookmarking
• Social Focus– Rich profiles foster teamwork and build relationships that span boundaries such as the location, department and job
functions. – Expert location allows the ability to identify key people who have specific knowledge or strategic business
relationships, both internally and externally– Allows potential recruits to create profiles and upload references ready for HR or employment beyond face to face
meetings
• Real-time updates – on site– groups – channel activity e.g. a channel can be set up for the Schweizer Bundesfeier / Fête nationale Suisse for all parties
needing to be informed of special activities e.g. availability of specially baked bread for employees and customers or for key executives to provide inputs for strategic plans
– Real-time microblogging style conversations with Twitter interactions permissible
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Groups
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Microblogging
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Real-time updates :on site, groups and channel activity.
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Rich, informative profiles for employees, managers and partners
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Existing Implementations
Government * Oxfam * Royal College of British Architects * Australian Government * British Government * Federal Canadian Government * MITRE * New Zealand Ministry of Education * State of Ohio, USA * The World Bank * UNESCO * United Nations Development Programme * Canadian Employment and Immigration Union * Tides Canada
Businesses * The Executive Lounge * Hedgehogs.net * Hill and Knowlton * Institute of Executive Coaching * Interactive Games & Entertainment
Association * Live Out There * UnltdWorld * Wiley Publishing
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Launching a Social Network Service1. What is your social object ? Define your vocabulary 2. Mobile 3. Photos, Videos, Latest Activity, Members, and Events4. Keywords for discoverability5. Welcome centre6. FAQs7. Moderation e.g. suspend members, own user moderation8. Kick start with champions/evangelists/passionates9. Latest activity10. Giveaways e.g. book from authors/guest visiting library11. Monitor registrations12. Members/volunteers as moderators13. Link to main web site14. Promote content via email, Twitter & Facebook 15. Share content on Facebook 195
Mobile Site Auditor (Beta)
• Go to: po2.co/msa • Enter email & URL• Analyze 100 pages • Optimize conversion
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Tools for Lead Generation
• Facebook, Twitter and LinkedIn • Google Alerts and Twitter Alerts reasons to
create conversations • SocialToo tracks new and lost followers.• GeoChirp is focus on a specific geography• TubeMogul spread the word with video• Twellow finds people• Sproutsocial manages social interactions
Agenda – SMMP (stage 1)
1. Marketing transition 2. 8s framework 3. The beginning of social search4. Tools and tactics of SMMP 5. Facebook fan marketing6. Twitter and implications for real time marketing7. B2B Social Networking8. Best Practices in Social Media9. Social Graph10. Social Relationship Management11. Industry Adoption & ROI12. Future implications and where will the jobs come from ? 201
A Tale of Two Business Models for Dating
Measure Elite(eliteintroductions.com.au)
RSVP.com.au
Ratio men/women 50/50
Second date 87%
Marriage or Co-Habitation 25% 0.725%(900 marriages from 1.24M)
User Investment $1495 to $4995 per annum
Socio-economics $250,000 plus in earningsTravel-theatre-symphony-opera-dining out
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Show me the money!
Wallflowers (low – or no - engagement in 6 or less channels)
Selectives (high engagement in 6 or fewer channels)
Butterflies (low engagement in 7 or more channels
Mavens (high engagement in 7 or more channels)
*Source: Engagement db.com July 2009
Prepared by Wetpaint and Altimeter
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Dell
• Joined Twitter in 2007• Has achieved over US$3 million in
sales from Twitter followers• Multiple accounts• Offer special deals with links• Tracks conversions with
proprietary software204
Measuring the ROI of Social Media
In Social Media, several metrics that can be taken into account:
Attention (=traffic)Participation (=comments, ratings, etc.)Authority (=Technorati rating, inbound links, trackbacks)Influence (=subscribers, fans, followers)Sentiment (=largely immeasurable)
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Potential Goals & Measures
Goal MeasureLearn customer requirements customer feedback
Awareness& Sales
people reached interactions
AwarenessNew members
Referralsre-tweets
Customer satisfaction issues addressedInnovation implemented ideas
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Measuring Tips• Use URL shorteners like http://bit.ly
– These services track the number of clicks.– If you post a link on multiple social media sites, associate a
unique short URL with each site. This can help you to determine variances in your community members across sites.
• Get addicted to Google Analytics– Tracks top referral sites – including social media– Number of unique visits– Average amount of time per visit– Bounce Rate– Can help you develop metric benchmarks for envisioning
success
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Metrics Facebook LinkedIn Twitter Number of fans New connections Number of followers
Page visits,site visits Utilize applications (track document downloads using Box.net application)
Interactions(wall posts, “likes”, comments, etc.)
Utilize shortened trackable URLs within employee status updates
Number of interactions (retweets, messages)
Track how employees are ranked in LinkedIn Answers
Click-throughs on links posted
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Social Learning
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Social Travel
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Get Inspir
ed
Research
Shop and
Compare
BuyPre-trip Plannin
g
On Vacati
on
Post Vacati
onResearch flights for an upcoming trip
Plan a road trip of over 150 miles
Get specific advice about a travel destination from people you know or other travelers
Research attractions (e.g. zoos, museums, etc.) at your destination
Explore options by type of destination (e.g. beach, cruise, etc.) or geographic area (Western US, Europe, etc.)
Get pictures or imagery of a vacation destination or a local area
Research and plan a trip in a foreign country
Organize and plan a last minute getaway
Share your itinerary with people you know when planning a trip, for coordinating plans and adding to calendars (mobile)
Find a condo or home to rent for a vacation
Get specific advice about a travel destination from people you know or other travelers
Research attractions (e.g. zoos, museums, etc.) at your destination
• Top 12 travel tasks out of top 200 overall tasks in order of overall task importance.
• Green shows top 5 tasks weighted on multiple factors (importance, frequency, etc.)
Top 12 Travel Tasks
Choose a vacation destination by looking at options meeting your criteria (e.g. type of trip, price, etc.)
Research hotels for an upcoming trip
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Social Media Travel Sites
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Agenda – SMMP (stage 1)
1. Marketing transition 2. 8s framework 3. The beginning of social search4. Tools and tactics of SMMP 5. Facebook fan marketing6. Twitter and implications for real time marketing7. B2B Social Networking8. Best Practices in Social Media9. Social Graph10. Social Relationship Management11. Industry Adoption & ROI12. Future implications and where will the jobs come from ? 213
Social Media Development
MarketDominated by major social
networks and portals
Diversify into media and commerce
Enterprise penetration
Business models
Experimental testing in social
media advertisingSocial Media
integration with Webmail by
majors
Facebook Connect
Social Shopping emerges
(integration of social data)
Spending on profile-based
targeting
Targeting based on implicit data
and social behaviors
2009 20112010
Adapted from Altimeter Group 214
Share with friends.Boxee makes it easy for friends to share their favorite movies, TV Shows, and songs with each other, on Boxee or on social networks like Facebook and Twitter.
LivestationAll your channels in one placeSurf and email while you watchInstant, live chat with others watching LivestationDesktop alerts bring you breaking news and Livestation updates
TV 3.0
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Using Geolocation in Marketing
• Geolocation built into strategy – Nike+• Clear reason to share personal information• Offer rewards for check-in to location services from social network • Use social network geographic data to drive location interaction• Most important factor is social engagement to connect with people or find places liked by
people they trust • Taplister connects beer aficionados with geolocation information about taps• 40 million + people check in using geolocation
Lost in GeolocationWhy Consumers Haven’t Bought It and How Marketers Can Fix Itby Will Reese and Jamie BecklandMobile Marketing Report: Spring 2011
Foursquare• 41% of traffic came from Facebook and Twitter (users share)
• Foursquare announced 275,00 check-ins in one March day (2010)
• UTS Library Kuring-gai (Lindfield, NSW, Australia)“A free USB car charger for whoever is the Mayor of UTS Library Kuring-gai on the 6th of December! To claim your prize come to the research help desk!”
• Checkout offers http://foursquare.com/businesses/
• Venue owner checks real time stats– Recent visitors, frequent, time of check in gender, broadcast to Fb and Twitter
* Stats from Hitwise217
Social Strategy: How do we do it?Strategy, Management,
Resources
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Levels of User Engagement
CuratorsModerate a forum Edit a wiki
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Serve customers through listening and responding to needs vs marketing or advertising. Focus on launching and growing the community through: Invite creators and influencers to become charter members of the community Create evangelists through providing exclusive access to new information, attendance at pre-launch party and have them provide feedback for future initiatives
Start community with conversations and have community manager encourage sharing stories of problems, overcoming issues and successes Ensure community can be readily found with links from web sites, blogs and other popular social media. Accelerate community adoption through existing marketing efforts including emails newsletters and create a sense of urgency.
Community Manager
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Curator
• Hearts, Keys and Puppetry – Twitter Fairy Tale• Neil Gaiman fantasy Writer• 124 Contributors over 8 days• 10,000 tweets 874 via editorial curation
Marie Lenatupot and Tim Stock, What's next for segmentation? Admap Magazine, Feb 2010
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Social Media PlanningA. Assess Your Online Inventory• Web site and microsites• Video and audio podcasts• Photography• Press coverage• Communities• Blogs (company and external)• Microblogging (Twitter)• External wikis• Communities• Social Networks• Existing policies
B. Review Business Strategy• Goals• Culture• Plan for stakeholder/executive buy-in• Upcoming initiatives/campaigns
C. Audit Audiences*• Investors • Board members• Analysts and other pundits• Employees• Customers
D. Develop Plan• Goals• Objectives• Focus Areas• Strategies • Tactics• Timing / Owners / Milestones• Metrics
E. Policy Development• Blogging & microblogging
F. Bootcamp• Best practices overview• Policy overview• Tools training
• Blog platform (as needed)• Twitter• Other tools as appropriate
Deliverables Approved Plan w/ Metrics Scope of Work Budget Social media policies Bootcamp
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Social Media EngagementA. Listening• Blog monitoring• Microblogs (Twitter, etc) monitoring• Digital news media
B. Engagement Blog planning• Design and layout• Banner design• Content recommendations/
editorial calendar• Coaching bloggers• Ongoing blog counsel
Community Development• Design and build communities• Best practices for engagement• Monitor• Identify opportunities
Microblogging (Twitter, etc)• Best practices• Flagging issues for response
Social Networks• Facebook• LinkedIn
Multimedia• Video (scripting, production, editing, using
our in-house studio)• Podcast series (video or audio)
Social Media Relations• Strategy and best practices• Outreach/Introductions• Social media releases• SEO counsel
Events “In Real Life” • Content development• Recruit panelists/speakers• Plan• Logistics• Campaign design• Social media best practices• Followup
Tool Recommendation • Recommendations based on interest,
adoption, quality
Deliverables* Blog design/layout Community development Social Network app dev Video development Event development Social release
development Coaching and counsel
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Social Media OptimizationMeasureBlogs• Traffic• Post frequency• Comment traffic• Links/Trackbacks• Technorati/Alexa/Other • Anecdotal• Awards
Microblogs• # Microbloggers
(participation)• # of followers (impact)• # Quality of followers
(reputation)• # Updates (Presence)
Media metrics• Share of voice/over time• Volume• Message penetration
Performance against deliverables
• Met/unmet• Trends• Conclusions
Tune• Revise plan• Reset metrics
Toolkit• Radian6• Factiva• Backtype• Twitter, Tweetdeck, Twhirl, etc.• BudUrl, Tweetstats, Grader, etc• Google Blog Search & Analytics• RSS
Deliverables Performance against
metrics Custom Analysis
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Caution!
“Children never put off till tomorrow what will keep them from going to bed tonight”
ADVERTISING AGE
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