Social Media Marketing PracticeUsing the tools and advanced concepts
Day 2
Geektoid Mangala
www.linkedin.com/in/sureshsood
twitter.com/soody
www.facebook.com/suresh.sood
ssood
www.bravenewtalent.com/talent/suresh_sood
Hero5!
"frequent reader"
Rules of the new marketing (SMMP) using social media
1. Authenticity 2. Advocacy3. Marketing is real time conversations and feedback4. Brand is the conversations
videos
tweets
posts
Social Data & Human to Human
• profiles (who you are)• friends (who you're connected to) • activities (what you and your friends are doing)• human-to-human connections
– friending – following– activity feeds– Gadgets or applications
Social Objects –> Social Gadgets via iGoogle
• Updates show you what your friends are up to by sharing gadgets, photos, ratings, and more from the social gadgets on your iGoogle page
• Social gadgets post to updates page
– Share info:
– Play games: play friends and track high scores across a group of players
– Work together: To-Do List gadget See same information as friends and collaborate on projects
5
A New Mental Model of Marketing and S-Commerce ?Lecinski , Jim (2011) Winning the Zero Moment of Truth - ZMOT (Enhanced Version) [Kindle Edition With Audio/Video](online Kindle edition
for $0.00 and download at bit.ly/0moment)
First Moment of
Truth
Second Moment of
Truth
Stimulus
Pre-shopping | In-store | In-home
At shelfIn-store, destination or travel
agent
Experience
Which becomes the next person’s ZMOT
Search engines
Social media
Affiliates
commodities
goods
services
experiences
The Experience Economy Pine & Gilmore, 1999
7
“Most of what we know we don’t know we know. It usually seems that we consciously will our actions, but this is an illusion” (Wenger, Daniel 2002)
“…According to the spreading activation model of Collins and Loftus (1975), the
concepts (or brands in this case) are represented in memory as nodes…”
Before commencing social activities
• Create list of brand association words (what others say or if starting from scratch desirable vocabulary)
• Decide upon your social object
• Generate a list of users likely to follow and share content
• Why are we doing social media?
☐ Brand Amplification/establishing voice
☐ Customer Acquisition
☐ Customer Retention
☐ Social Commerce
☐ Business Transformation
☐ R & D
☐ Always connected to customers via mobile/desk/tv
Areas for Discussion1. Listening or monitoring your brand on social media2. Pintrest3. Blogging4. Video sharing and YouTube5. Social networking using Facebook6. LinkedIn7. Twitter8. Putting all social media together9. Content analysis and insight from social media10. New science of online social networks11. Social media campaigns and effective brand presence12. Brands as communities on your own platform
Importance of Keywords Prior to listening, an important starting point is to determine the vocabulary (both online and offline). The vocabulary represents the unique words used in the business and by customers. Unless the business is in the same category the vocabulary is unlikely to be similar. Further, the culture of the business seperates the vocabulary one business from another business even if they are operating in similar areas. Keywords and tagging are the cornerstone of users being able to locate your content with relative ease when searching for relevant information.
Keyword data is at the foundation of the vocabulary. To assist with the keyword searches consumers are conducting worldwide Google provides access to a variety of tools including Google “suggest”. A variety of third parties incorporate the Google capabilities to help refine keywords.
Useful Keyword Tools• Google represents the world’s largest purchasing intention database or at the least the best we have available.
• http://ubersuggest.org/ postions as “Suggest on accelerator pedal” helps provide keyword ideas.
• Review Google trends and insights
– Google Insights for Search compares search volume patterns across regions, categories, times and properties.
– “Breakout” means a change in search volume growth greater than 5000%.
• The most popular and highly visible tool is the Google Adwords tool:https://adwords.google.com/select/KeywordToolExternal
Global Market Finder combines Google Translate and Google Insights for search: translate.google.com/globalmarketfinder/index.html
• Listening means understanding your brand within conversations. To find people in G+ talking about your brand use Google search terms
– < brand > site:plus.google.com
• Take a look at Google Zeitgeist for 2011
– at www.google.com/zeitgeist.– Familiarise yourself with the fastest rising searches for 2011 in Asia
• Hashtags allow people to easily find and aggregate tweets related to the event being covered. Hashtags are completely ad hoc and do not require a registration process. Hashtags represent a topic area of interest and Facebook and G+ use the same approach.
Superfine Segmentation by Facebook using #
Facebook Segmentation by precise interests ( 19 March 2012) and age > 18
Interest Global UK Germany Russia France Hong Kong Malaysia Singapore Australia
#Thailand 6,500,000 78,340 44,880 4,240 48,890 22,520 115,240 28,160 48,300
#Thai Language
2,200,000 22,860 14,100 660 22,140 3,720 34,820 13,360 17,160
Muay 1,300,000 64,420 38,000 1,460 48,400 6,600 38,400 8,320 40,300
People with interests in Thailand and Thai have suggested likes and interests:#Indonesia , #Bodyslam (band), #Malaysia, Bodyslam, #Vietnamese language, #Bangkok
People with interests in Muay Thai Boxing have suggested likes and interests: #Rajadamnern Stadium, #Brazilian Jiu-Jitsu, #Kathoey, #Mixed martial arts, #Lumpinee Boxing Stadium and Brazilian Jiujitsu
Key social networks vary by country and Facebook is not the largest in select markets e.g. China, Germany, Austria, Russia and Korea
Potential Listening Sources for Dashboard
Google Newsnews.google.com.my/
Check out namechk.com for popular social media sites. Discuss with others nearby 3 social sites you do not know. Alternatively, you can use know’em
This universal symbol seen across the web identifies an RSS (Really Simple Syndication) feed. The updates from a web site in any format are pushed to you. RSS offers benefits all round to consumers seeking large amounts of content, publishers looking to generate subscription content and advertisers seeking to avoid challenges of email spam and search engines. Consumers using social media are able to produce RSS feeds of content e.g. photo sharing sites or blogs. While a number of different methods and tools can be used to read RSS feeds the simplest and most flexible is the use of Google Reader.
Interesting RSS Sources and BundlesBundles (samples)
• http://www.google.com/reader/bundle/user/15427156273978935247/bundle/Travel%20Bloggers• http://www.google.com/reader/bundle/user/15605101198529024869/bundle/LeTourneau%20Land%20Trains
BBC
• http://www.bbc.co.uk/news/10628494
Star feeds by subject
• http://thestar.com.my/rss/
Malaysian Insider
• http://www.themalaysianinsider.com/rss-feeds
Malaysia Today
• http://malaysia-today.net/rss
Australian top restaurants (De Groots)
• http://www.bestrestaurants.com.au/xml/rss/• http://www.bestrestaurants.com.au/xml/feed/dining-specials-australia.xml
Directories
• http://www.feedzilla.com/gallery• http://www.thefreedictionary.com/_/rss-directory.htm
Flickr-RSS Feed Generator
http://www.degraeve.com/flickr-rss/
Google Reader – Cheats • Help
– Video tutorials (www.youtube.com/GoogleReaderHelp) – googlereader.blogspot.com/– “?” help at any time for short cuts
• Track real-time updates to web sites, social networks and blogs via RSS feeds• Trends ( read,click,share,email, mobile and lifetime)• Capture any web pages via notes • Share with friends via shared item page (public or private) • Browse for stuff (feed bundles) and create your own bundles to share or embed in
blog • Add subscription (left sidebar) and review (right side) delete via manage subscriptions
• New items bold • Expand/list• View all posts or only unread posts “new items" or “all items”
• Reader player – new, all, star, like, share or by category and shows recommendations• Feedly web (application) wrapper for Reader
PostRank
• Analyses social statistics from readers online (like you) to determine what is worth reading. Whether professional or personal interest aim is to minimise information overload.
Google Spreadsheet for ListeningTo read an RSS feed into a spreadsheet:
Type the URL of any feed into cell A1
In cell A2 enter =ImportFeed(A1, “Items Title”, FALSE, 10) This is title of last 10 stories in column A.
Also, =ImportFeed("http://search.twitter.com/search.atom?q= chris+brogan","","",20)OR = importFeed("search.twitter.com/search.atom?q=Malaysia+Events”)
=ImportFeed("http://www.bestrestaurants.com.au/xml/feed/ featured-restaurants.xml" )
Translate & Language detection
=GoogleTranslate("Hola, ¿cómo estás?","es","en")=DetectLanguage("Hola, ¿cómo estás?)
Google Spreadsheet for Listening II• Try importing Wikipedia data as follows in Google Spreadsheet:
=ImportHtml ("http://en.wikipedia.org/wiki/Demographics_of_India", "table",1)
• Vary the number beween 1 to say 20 and get a feel for the ability to directly capture live Wikipedia data.
• Try these table list extractions from other public web pages: =importHTML ("http://www.interbrand.com/en/BestRetailBrands/2011.asp", "table",1)=importHTML ("http://asiancorrespondent.com/429/top-100-brands-of- india/","list",10)
Network analysis of airline tweetsAccess Twitter Archiving Google Spreadsheet TAGS v3 via http://mashe.hawksey.info/2012/01/twitter-archive- tagsv3/
or directly from http://bit.ly/twitter_archive
You are required to make a copy for your own use.
Upon opening ensure the TAGS menu is availableOn the Readme/Settings sheet (starting in cell B9): Search term = what you are seeking
1. Cathy pacific2. Air Asia
Leave the “No. results” = 1500 (maximum twitter allows) Do not worry about the rest of the parameters
For each of the airlines review the archive, summary and dashboard.
Social Dashboards• Try your own brand relevant keywords using the following free tools in addition
to Google reader/spreadsheet:
• Netvibes
• Addictomatic
• IceRocket
• HootSuite (mobile is free desktop is subscription)
• iGoogle
• For lightweight applications new media publishing apps– Flipboard– Paper Li– Blogging platform (e.g. Posterous) with html embed code
Online monitoring options
24
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Areas for Discussion1. Listening or monitoring your brand on social media2. Pintrest3. Blogging4. Video sharing and YouTube5. Social networking using Facebook6. LinkedIn7. Twitter8. Putting all social media together9. Content analysis and insight from social media10. New science of online social networks11. Social media campaigns and effective brand presence12. Brands as communities on your own platform
“Why agents [travel] should take an interest in Pinterest”Dori Saltzman, 19 March 2012, www.travelmarketreport.com
Pintrest - A visual bookmarking website – check out Thailandhttp://pinterest.com/search/?q=THAILAND
Content curating (collecting) resources for travel agents
Product boards for Travel sellersor “inspiration boards” for travellers
Content research Social interaction with people
“Boomers and Boomerangs” baby boomers and young adult children - 10% to 20% of Pinterest users likely to pin travel plans and photos
“Babies & Bliss,” parents in their 30s and 40s with large families - pin things related to deals on high-quality products, brands and life conveniences
“Families Matter Most,” mostly young, middle class families with active lifestyles – pin things relating to easy recipes, child-friendly activities and healthy living.
Pintrest Psychographics (Experian Mosaic)
Areas for Discussion1. Listening or monitoring your brand on social media2. Pintrest3. Blogging4. Video sharing and YouTube5. Social networking using Facebook6. LinkedIn7. Twitter8. Putting all social media together9. Content analysis and insight from social media10. New science of online social networks11. Social media campaigns and effective brand presence12. Brands as communities on your own platform
Posterous Usage • Email photos, videos, text, documents, audio, music just about anything to : post@
posterous.com• The username in the email address (left hand side) determines where email gets
“Autoposted”– [email protected] (no autopost)– Email a service [email protected] to Autopost to service type.– multiple services [email protected] to Autopost all services listed
• Creative use e.g. www.punchpizza.com/, chevrolet.posterous.com/ & Tweetdeck • Posterous Groups applications
– SME intranet, team planning, VIP-advocates, volunteers
Areas for Discussion1. Listening or monitoring your brand on social media2. Pintrest3. Blogging4. Video sharing and YouTube5. Social networking using Facebook6. LinkedIn7. Twitter8. Putting all social media together9. Content analysis and insight from social media10. New science of online social networks11. Social media campaigns and effective brand presence12. Brands as communities on your own platform
YouTube Leanback
YouTube interface designed for Google TV or any other big screen. The great thing about YouTube Leanback is that it doesn't require interaction, so you can quickly watch the videos added to the queue or the latest videos from your subscribed channels.
“United Breaks Guitars”
http://www.nydailynews.com
Susan Boyle
Old Spice The Man Your Man Could Smell Like
Diaspora
Video – Industrial blenders to Teenage ReviewsVideo is an essential component of social media marketing activities and supports community development in Facebook.
Learnings exist from Diaspora (see kickstarter.com)
Susan Boyle
Blendtech
consumers posting reviews on video sites www.expotv.com/videos/reviews/7/73/Apple-iPad/316235
Beyond music and reality tv show clips authentic reviews of products receive considerable interest from subscribers. Queens of Haul is a young teenager receiving considerable interest with over 25M visitors to her channel and 75M video views (www.youtube.com/user/AllThatGlitters21).
Digg (V3) Front Page StatisticsDigg V3 Top Users
YouTube Subscriber & Viewer Stats
http://www.socialbakers.com/youtube-statistics/
http://www.socialbakers.com/youtube-statistics/
YouTube Stats
Areas for Discussion1. Listening or monitoring your brand on social media2. Pintrest3. Blogging4. Video sharing and YouTube5. Social networking using Facebook6. LinkedIn7. Twitter8. Putting all social media together9. Content analysis and insight from social media10. New science of online social networks11. Social media campaigns and effective brand presence12. Brands as communities on your own platform
Facebook Basics Signing up Securing Facebook Timeline = profile + wall Pokes Notifications Friends, Unfriends & Lists Like/unlike Pages News Feed Status Updates Notes Tagging (status and notes) Apps Deleting Account
Areas for Discussion1. Listening or monitoring your brand on social media2. Pintrest3. Blogging4. Video sharing and YouTube5. Social networking using Facebook6. LinkedIn7. Twitter8. Putting all social media together9. Content analysis and insight from social media10. New science of online social networks11. Social media campaigns and effective brand presence12. Brands as communities on your own platform
LinkedIn• Beyond recruitment• Event creation and promotion• Marketing via Groups• Review most active groups • Strengthen network via interests
Areas for Discussion1. Listening or monitoring your brand on social media2. Pintrest3. Blogging4. Video sharing and YouTube5. Social networking using Facebook6. LinkedIn7. Twitter8. Putting all social media together9. Content analysis and insight from social media10. New science of online social networks11. Social media campaigns and effective brand presence12. Brands as communities on your own platform
Twitter Found Data and Predictive
Google Flu Trends
Aus/NZ Tweeting Habits
Count of Tweets
Hour of Day
Proportion of Tweets with+ve emotion
When ? Happiest ?
Proportion of Tweets With profanity
City Swears Most?
Proportion of Tweets
with sadness
Which City is Sad ?
Which Archetype ?
Proportion of Tweets With archetype
count of tweets
43
Linguistic Inquiry & Word Count : “junk words” in content http://www.liwc.net/liwcresearch07.php
Cognitive complexity = zexcl + ztentat + znegate + zdiscrep zinclDepression = zI + zphyscal + znegemo – zposemoLiar = – zself – zother – zexcl + znegemo or Honesty = zself + zother + zexcl - znegemo - zmotionFemale = zself – zsixltr +z other + znegate – zarticle – zpreps + zcertain + zsocial + zpresent – zspace – zoccup + zhome – zmoneyAging = zposemo – zI + zsixltr + zcogmech + zexcl + zfuture – zpast – ztimePresidential = zsixltr – zwps – zunique – zpronoun – zself – zyou – zother – znegate + zarticle + zprep
Slatcher, R.B., Chung, C.K., Pennebaker, J.W., & Stone, L.D. (2007), Winning words: Individual differences in linguistic style among U.S. presidential and vice presidential candidates, Journal of Research in Personality, 41, 63-75.
Areas for Discussion1. Listening or monitoring your brand on social media2. Pintrest3. Blogging4. Video sharing and YouTube5. Social networking using Facebook6. LinkedIn7. Twitter8. Putting all social media together9. Content analysis and insight from social media10. New science of online social networks11. Social media campaigns and effective brand presence12. Brands as communities on your own platform
IFTTT
• cloud-based web workflow creator building on existing social APIs creating an aggregation of sophisticated and distributed tasks.
• If [this thing happens on one service], then [do that on another service].
• IfThisThenThat lets all online stuff work together to do more interesting stuff.
Example recipes or patterns
• FourSquare checkins to show up in my Google Calendar• When Facebook profile picture changes, update Twitter profile picture.• Syncing Google+ public posts to Twitter• Download all attachments from gmail (to Dropbox)• Starred Google Reader to Note• Keeping all the images you upload to FB photos in one safe place• Twitter fav to evernote• When a new book is added to Kindle Top 100 Free eBooks, send me an email.• Store favorite videos #video #dropbox• Add email photo to wordpress blog• flickr2twitter• Gmail me '10 Things To Know This Morning' • Receive email when Rain Or Snow Is coming• Send Facebook Photos That You Are Tagged In To Dropbox• Create An Evernote Archive Of Your Tweets
Social Analytic Tools
TwentyFeet – Aggregation of Social Stats• Twitter
– Reputation indicators– Conversations – Following analysis– Lists – More details
• Facebook – User's friends or Page's fans – User's conversations
• YouTube – Key Performance Indicators– Videos and Subscribers– Ratings– Viewers – Gender– Viewers – Age– Viewers – Location
• bit.ly dashboard
– Key Performance Indicators– Referrers– Targets
• Google Analytics dashboard
Areas for Discussion1. Listening or monitoring your brand on social media2. Pintrest3. Blogging4. Video sharing and YouTube5. Social networking using Facebook6. LinkedIn7. Twitter8. Putting all social media together9. Content analysis and insight from social media10. New science of online social networks11. Social media campaigns and effective brand presence12. Brands as communities on your own platform
Word Clouds • Head over to Wordle to pull data from some of the RSS feeds you experimented
with earlier, web page or Delicious bookmarks. Wordle allows you to revisit a Wikipedia entry or any feed providing a word cloud. The word size represents the frequency of occurance.
• Visualising the trends in text data, communicate aspects of the text not previously recognized with visual impact. Other options exist to allow change of colour or font. Analysis of blog postings or tweets over a period of time reveals patterns not previously considered. This simple approach allows the incorporation of qualitative social data with existing reporting. In a similar vein, try Tagxedo and Tagcrowd for your social data sources of choice.
• TweetStats is easy to use by entering any Twitter handle. This allows comparison between different users. To understand what the tweets are about get an idea of what you tweet about TweetStats provides access to a “Tweet Cloud” and a “Hashtag Cloud” showing the most frequent terms, user names and hashtags.
Psychology of Words
• Linguistic Inquiry and Word Count (LIWC)
• Perform linguistic analysis liwc.net/liwcresearch07.php
• Analyze words (www.analyzewords.com)– Emotional– Social – Cognitive
• TweetPsych uses both LIWC and RID (Regressive Imagery Dictionary) to determine the mental characteristics of the person writing tweets
Areas for Discussion1. Listening or monitoring your brand on social media2. Pintrest3. Blogging4. Video sharing and YouTube5. Social networking using Facebook6. LinkedIn7. Twitter8. Putting all social media together9. Content analysis and insight from social media10. New science of online social networks11. Social media campaigns and effective brand presence12. Brands as communities on your own platform
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
32
Adjacency matrix
Adjacency list
1 = presence of link0 = no direct link
Actors Relationship
Graph orsociogram
Key Network Measures
• Degree Centrality• Betweenness Centrality• Closeness Centrality• Eigenvector Centrality
krackkite.##h (modified labels)
Connector(hub)
Diana’sClique
Broker
Boundary spanners
Contractor ? Vendor
– Most used on-line communication application– E-mail is a semi-structured document
• Header for sender identification– Form: ‘Bill Stoddard’ <[email protected]>
• Subject• Receiver• Date & Time• E-mail body is an unstructured format
– Ontology & NLP is necessary Me
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Extracting Social Networks from E-mail
Facebook and LinkedIn Visualisation
• Take a few minutes to visualize your Facebook networks using any/ all:
– vansande.org/facebook/visualiser/ – www.touchgraph.com/facebook – http://apps.facebook.com/friendwheel/
• Extraction of Facebook data
– http://apps.facebook.com/namegenweb/ or netvizz
• The linkedIn visualisation
– inmaps.linkedinlabs.com/network
MyWebCareer
online service discovers, evaluate, and manage online data to assist your professional online brand. The online footprint comprises references on corporate websites, blog posts, press releases, and business/social network profiles. The service uses link analysis, visualization, and semantics technologies to rapidly evaluate and explore your professional data.
The output is linked to allow exploration of a merged view across multiple social networks, Web properties and search engines. The analytics provides reporting on:
Merged Career and Social Graph: Breakdown of People & Company Connections LinkedIn: Top Connected Companies LinkedIn: Top Connected Industries Facebook: Top Connected Companies Search Results: Themes Search Results: Companies Search Results: People Search Results: Product & Technology
Suspect List, Data Sources & Killer Profile
18,000,000
18 million32
230 • probably drove a four wheel drive vehicle to access the remote bush tracks
• had some knowledge of the forest
• the same gun was used to kill two victims. (A rare US-made Ruger 10/22 rifle)
– RTA vehicle records– Gym memberships
– Gun licensing ++
• Police Incident reports (multiple jurisdictions)• Phone records • Financial information• Intelligence information • Interviews with :
– Witnesses– suspects– confidential informants
• Satellite imagery
Network Structure:Connectivity of 171 Marketing Researchers
Core Members - 57 NetBN
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Core Network Actors Positioned 2 Steps from Central Actor
HypothesisWhat Happens if We Take Out JJ ?
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NodeXL - Excel 2007 template for viewing and analyzing network graphs
www.codeplex.com/NodeXL
NodeXL Options
Connectors
• People with
– broad and wide social networks
– frequently communicate – credible influencers
– Interested in discovering and telling other about relevant new ideas
• Roles
– Information/knowledge sources and dissemination
– Social pressure in creating group norms
– Social support in trying and using new things.
Gladwell, Tipping Point
Two Types Of Mass InfluencersApril 2010 “Peer Influence Analysis”
Tipping Point – Malcolm Gladwell
Type of person Characteristic
Mavens Message givers
Connectors Social glue
Salespeople Persuaders
Do influentials really exist ?
“If word of mouth is like a radio signal broadcast over the country, Influentials are the strategically placed transmitters that amplify the signal, multiplying dramatically the number of people who hear it.” Keller & Berry, in The Influentials, 2003 “Cascades do not succeed because of a few highly influential individuals influencing everyone else, but rather on account of a critical mass of easily influenced individuals influencing other easy-to-influence people.
Watts & Dodds, Journal of Consumer Research, 2007
Klout and influence
A variety of online measures are available for assessing influence in topical areas. The most well known measure in social networks is Klout providing measures of influence based on Facebook and Twitter.
Review the Klout scores for:@lifeguardhoppo@lindadee@Misslindadee
Areas for Discussion1. Listening or monitoring your brand on social media2. Pintrest3. Blogging4. Video sharing and YouTube5. Social networking using Facebook6. LinkedIn7. Twitter8. Putting all social media together9. Content analysis and insight from social media10. New science of online social networks11. Social media campaigns and effective brand presence12. Brands as communities on your own platform
Clicking, checking or new users ?
Create a spreadsheet indicative of your Facebook page with suitable parameters for:Unique Visitors per monthChecking visits per person monthClicking FB pages per person per visit per monthTotal Page ViewsTime spent on FB per month for your entry/siteTotal page views = f (visitors, checking and clicking)Review the number of page views as a result of:Additional users, additional visits per month or additional page views per visit.In the absence of any figures available to you use:100,000 visitors, checking 7 times per month and clicking 20.
More Clicking, Checking or New Users ?
More checking =>
CommentsForumsRSS feedNew content at random timingEmail alerts (non-real time)
More clicking =>
Display random content
Social TV – Session 2 Flight of Conchords
An early example of converging social media and television is the flight of Conchordes.
In 2009 HBO used social media to build buzz for the season 2 show the flight of the Conchords. A "lipdub" contest (www.youtube.com/flightlipdub) encouraged fans to upload videos of lipsyncing to "Hiphopopotomas vs. Rhymenoceros."
The best of the clips from 200+ submissions were edited together into one "fansterpiece" (masterpiece) for airing on tv.
Amazingly, no lavish prizes exist for the winners just ten seconds of fame. The activity used Facebook, Digg, Twitter, Delicious, and friend emails to spread word-of-mouth across social networks. The current Facebook page has well over 1 million fans.
• Total Researchers: 371 (+71 since last week)
• Total Active Data Collections: 262 – (169 Streaming, 59 REST, 34 Curated Collections) (+37)
• Total finished Data Collections: 36 (+23)
• Total number of tweets in Database: ~33,234,149 (+15m)
• Total number of users in Database: ~14,437,195 (+7m)
• Number of tweets including the word “bieber”: too many• Database size: 28.7 GB (x2)
• Current rate of growth ~ 15 million tweets a week… or about 15 gigs a week.
Week 2 stats
140kit
Areas for Discussion1. Listening or monitoring your brand on social media2. Pintrest3. Blogging4. Video sharing and YouTube5. Social networking using Facebook6. LinkedIn7. Twitter8. Putting all social media together9. Content analysis and insight from social media10. New science of online social networks11. Social media campaigns and effective brand presence12. Brands as communities on your own platform
Launching a Social Network Service(community)
0. Mobile 1. Photos, Videos, Latest Activity, Members, and Events2. Keywords for discoverability3. Welcome centre4. FAQs5. Moderation e.g. suspend members, own user moderation6. Kick start with champions/evangelists/passionates7. Latest activity8. Giveaways e.g. book from authors/guest visiting library9. Monitor registrations10. Members/volunteers as moderators11. Link to main web site12. Promote content via email, Twitter & Facebook 13. Share content on Facebook
Social Objects
• Blogging• Business• Dating• Pets• Photos• Videos• Religious• Social/Entertainment
The benefits of social community
Owncommunity
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
Leveraging community
OwnCommunity
social commerceaccountable commercial outcomes
insights & developmentgenerate ideas, develop insights, test strategies, track and measure brand health
knowledge management generate, aggregate, disseminate organisational knowledge
brand strengthbuild enduring, positive and intimate brand relationships
coupons
wiki
knowledge base
targeted member surveys
user ratings
forumsloyalty clubswish lists
loyalty clubs
peer rating and reviews
guided chat
feature wishlists
network marketing incentives
recommendations people who bought this
Pilot studies (prototype samples)
feature ratings
Facebook like newsletters
Community – Intellectual Disability (Version 1) Quality Services
Raising Awareness
Ad Hoc /special meetings:
1. Dialogue with other service providers2. Allied health conversations3. Sharing experiences 4. Events5. Questions and responses6. Family support network
Social Conversations
DonationsFunds
FAQs
KnowledgeBase of Dialogue
Research
Sources of Funding
150 employeesIntranet underdevelopment
Family Networks
Service Providers
UN rights for Disability Regulatory Framework
Practices of similar organisations e.g. UK, USA, AustraliaConversation calendar
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
Ning Implementation
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…
Groups
Microblogging
Real-time updates :on site, groups and channel activity.
Rich, informative profiles for employees, managers and partners
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
Popular “Out of Box” Own Brand Community Platforms
• Elgg
• Social Engine
• Ning
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
97
our mission is to invent the next generation of ecommerce: integrated experiences that leverage the store, the web, and mobile, with social identity being the glue. We are at an inflection point in the development of retailing. Social media and the mobile phone will have as profound an effect on the trajectory of retail in the early years of the 21st century as did the development of highways in the early part of the 20th century. @WalmartLabs, which combines Walmart’s scale with Kosmix’s social genome platform, is in a unique position to invent and build this future.
May 3 , 2011 , http://anand.typepad.com/datawocky/
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