Smmp11

[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/SMMP11

"frequent reader"suresh

Social Media Marketing Practice

2

MX , 19 July 2011 3

5

…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)6

Theory and Research on Consumers’ Reports of Interactions with Brands and Experiencing Primal Forces, Suresh Sood, 2010

7

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 ? 8

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

9

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/

10

2011 Australian Social Media Data

11

Source: Burson-Marsteller Asia-PacificSocial Media #Infographics H1 2011 August 2011

Source: Nielsen State of the online market: evolution or revolution?March 2011

Mobile internet 50% penetration amongst online Australians in 2010

35 % penetration of smartphones among online Australians

8% of online Australians use tablet[ end 2011 forecast 24% +]

71% accessing audio or video content online in 2010 and 35% on a weekly basis

3 in 4 online Australians tap consumer opinion about brands, products and organisations, found in social media

63% have Facebook profile

46% have clicked the Facebook ‘Like’ button for a brand, product, org.

43% share their opinions about brands and products via social media

53% engaged with a brand or company on a social networking site

36% engaged with government or politicians on a social networking site

12

“United Breaks Guitars”

“They Shake me”

Collision of Marketing, Customer Service and PR

13

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

14

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” 15

Example: Outside London flat

16

Challenges Connecting with Council

17

Engaged Citizen looking for new ways to connect with Council

18

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

19

Marketing Moves to Citizen Facing Systems & RelationshipsFood Safety Offences (www.foodauthority.nsw.gov.au/penalty- notices/) 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/ 20

21

Social Trash Cans, City of Lucern (Switzerland)

Source: Neue Luzerner Zeitung Online, 11. Mai 2011

The Marketing Opportunity: A 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

22

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)

23

Forrester Groups Social Media Activities Into Five CategoriesSeptember 2009 “Midlife Australians Flock To Social Media”

24

Middle-Aged Australians Increased Content Consumption And Use Of Social NetworksSeptember 2009 “Midlife Australians Flock To Social Media”

25

Middle-Aged Australians Increased Content Consumption And Use Of Social Networks (Cont.)

September 2009 “Midlife Australians Flock To Social Media”

26

Most Online Australian Adults Use Social Media RegularlyMarch 2011 “Online Australians Shift To Social Networks”

Increasing social media engagement

27

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 201028

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

29

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

30


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 ? 31

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 Dominant

8. Social Commerce

32

“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

33

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

34

35

The Levis Friends Store (http://store.levi.com/#store)

ProgrammesMusic

Topics

Users

Events

News Food

Gardening

The ABC as Social Graph

36

Facebook Social Graph

37

Facebook EdgeRank

• 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

Source: 6 Tips to Increase Your Facebook EdgeRank and Exposure by Jim Lodico, 28/4/2011

38

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.)

39

Google+ Stream and Hangouts

40

Social Gesture • @• Block• Bookmark• Check-in (Foursquare)• Comments• #tags• (Un)Follow

• Like (Facebook)• Share• Pokes• Retweet• Reblog• Status update• (Un)Subscribe

41

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

42

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)43

Social Media Marketing and Principles of Influence(adapted from the 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

44

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

45

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

46

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

47

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

48

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

49

Social Objects

50

“…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

51

“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

52

Sharing StoriesWhat 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

53

• 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)

54

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 repeat55

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

56

Evil Plans: Having Fun on the Road to World Domination by

Hugh MacLeod (Kindle Edition - Feb 17, 2011)

The largest funding platform for creative projects in the world

58

59

• 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

60

61

62

Wine Communities

63

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): 1-1764

S-Commerce • True relationship driven transactions/sales

• social (networks & UGC)+ e-commerce+ mobile

• 3 key categories of developing S-commerce– Group buying (Groupon, LivingSocial and BuyWithMe)– Recommendations and reviews*** (Amazon, Apple and BestBuy)– Shopping communities (f-commerce or Facebook stores)

***see evidence of reviews impacting revenue:http://www.bazaarvoice.com/resources/stats & www.reevoo.com/ 65

Social (Local) Promotions & Online Group Buying Using Viral

• Scoopon (sister site catch of the day)• Spreets (Yahoo!7) • Cudo (ninemsn/Nine Entertainment Co)• Jump on it

• Harvey Norman Big Buys• Deal Me (Deals Direct and James Packer)• OurDeal (Ten)• Deal Busters (Southern Cross Media) • GrabOne (NZ) • TreatMe (NZ)

• Groupon* (StarDeals Australia) acquisition of CrowdMass (Melbourne)• Gilt• LivingSocial (Amazon investment)

• Walmart CrowdSavers (Facebook)• Paypal Shoptimist

• Google Offers• Facebook Deals (no mobile at launch, Groupon + Fan page + Places/check ins + News Feed)

*According to Forbes "fastest-growing company in history", Groupon turned over US$760 million last year, and expects that to hit the billions in 2011. 66

80% of Australian Group Buyingrevenue:2010 - $63M2011 - $242M2014 – $0.5 B

Telsyte research

How effective are Groupon Promotions for businesses? Study by Utpal M. Dholakia 28/9/ 2010

see Harvard Business Review Jan-Feb 2011

• 150 small companies• Groupon promotions 6/2009 to 8/2010• Promotion profitable for 66% and unprofitable for 32%• Employee satisfaction primary driver of the profitability • 42% would not run a Groupon promotion again• Social promotional customers # long term relational customers

– Groupon redeemers are “extremely price sensitive – Bargain hunters frugal by nature – Barely spending beyond a discounted product's face value for unprofitable– Transaction focus– Repeat-purchase rates 15% for unprofitable (for profitable 31%)

• For sustainability design offers aligning with benefits to business

67

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

✔✔

✔

✔ ✔

68

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, 201069

Groupon fuels innovation: at all levels of each stage of retail value chain

Product

Price

Merchandising

Payments

Fulfilment

70

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 71

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

72



Google, Facebook and Twitter is My Newspaper

74

Social Search

75

Search Engines Social Networks

indexing and archiving social content in realtimepeople you know recommended links from Google + posts

Semantic related content

Zemanta

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%)

76

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•

77

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

78

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

79

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 80

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

81

Other monitoring options

82

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

83

Conversation Gap - Vacation and Paris

* Total identified blogs: 99,181,005 @ 18 December, 2008

84

Conversation Gap - Vacation and Paris or Sydney

* Total identified blogs: 151,048,780 @ 24 November, 2010

85

Paris – Equity Share Analysis of Attributes

* Total identified blogs: 151,048,780 @ 24 November, 2010

86

Blog Mentions:Sydney Opera House, Taj Mahal & Great Wall China

A review of the blogosphere on 8 June 2010 reveals 126.87 million blogs

87

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

88

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?”

89

• 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

90

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

91

“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.com94

Article Directories

EzineArticles.comArticleDashboard.com Buzzle.com WebProNews (internet marketing)IdeaMarketers.com ArticleAlley.comArticleCube.com

95

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

96



Relationships # Technologies

In Saren M. (2006) Marketing Graffati, Butterworth-Heinemann

98

99

Australian Social Networking : Driven by Facebook

100

Source: comScore Media Metrix, November 2010 : Australian Audience 15+ accessing Internet from Home or Work

Social Media Concepts Media Share Engage Relationships

Fb ✔ ✔Flickr ✔

Blogging ✔ ✔

Twitter ✔ ✔ ✔

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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– Stumbleupon drives >50% of all referral traffic from top social media sites

• Top niche sites– Slashdot.com (technical)– Sphinn (search)– tipd.com (financial) – kirtsy (female)

102

Forums

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.103

www.millerwelds.com/

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

104

105

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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• Wikifashion has no central editorial board or editor-in-chief. Created by dedicated volunteers from around the world donating time and fashion expertise.

• 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 ©

109109

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 the Story of Paige

• 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.

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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

• Try the popular Glimph which automatically captured with every picture you take a video clip.

115

Canada

116

Tiffany Co.

117

LVMH – Louis Vuitton

118

“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 119

UNICEF/Oxfam Haiti YouTube emergency case study : Priority vs. Quality

• Ewan McGregor UNICEF for the children of Haiti (21 Jan)

• Ian Bray Oxfam Haiti emergency appeal (13 Jan)

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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Global Village

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• 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, Viddler123

User generated video reviews show strong presence of strategic advertising elements

124

YouTube Insight – Video Analytics

125

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 126

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 application in blog or Facebook Fan (not Personal) page

• Show pages allow for audience to chat and comment on an episode

127

• Type of Web application combining data from more than one source into a single integrated view or tool

• Online directory of mashups: – http://www.programmableweb.com/tag/social

Mashups

128



Australian Facebook Demographics (Source:checkfacebook.com)

130

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.

131

Case Studies - Facebook

• Brasnthings• Coldstone Creamery• Del Mar racetrack (California)• Lacta Chocolate (Greece)• Logos Bible Software• SSP (Sydney international airport)• Tommee Tippee Australia• Yellow Convenience store (Israel)• Washington Redskins

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Posting to Facebook1. 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/application tabs

– Causes, Flickr, Last.fm, myPersonality, Slideshare,YouTube

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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: April 26, 2011 Statement of Rights and Responsibilities

Statement of Rights and Responsibilities

Sharing Your Content and InformationYou 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 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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Detecting flu trends using search engine query data (intentionality)

140

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/

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Water Cooler/Ambient 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 ?

142

A Look at the Numbers• 175M registered users with 119 M users following one or more account • 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.• 1M Twitter apps connect up from 150,000 in 2010• Twitter team size 600 (up from 250)

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 TPSAug 2010 Twitter sees 65 million tweets per dayAug 2011 Twitter sees 200 million tweets per day

Source :Measuring Tweets, twitter blog, @kevinweil, Feb 22, 2010 and Aug 01, 2011

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http://www.msnbc.msn.com/id/30475377/

http://blogs.reuters.com/mediafile/2009/03/30/twitter-older-than-it-looks/

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

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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

145

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 Johnny How about next Monday?

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Finding People to Follow

1. Go to search.twitter.com

– In the advanced search field enter: near:2066 within:25km– Replace with your post 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.wefollow.com and “Enter a Tag” to follow the results

4. Visit pages of people who follow you and check out their followers to see if you want to follow them

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http://www.search.twitter.com/

http://www.wefollow.com/

This is Negative WOM!

Should We Care?

148

Customer Service

Direct sales via links & Promotions

Feedback & Complaints Management

149

Twitter Tools & Applications CommuterFeed.com

users tweet traffic info

TweetStats

150

Directory

151

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

152

First steps

• Consider FaceBook or Google + first

• Try Twitter or Yammer starting small

• Have fun and give them a chance

• Add social media to your profile

153



LinkedIn• Over 120 million users

– 26m+ members in Europe– 6m+ members in the UK– 2m+ members in France– 2m+ members in the Netherlands– 2m+ members in Italy– 1m+ members in the DACH region (Germany, Austria and Switzerland)– 1m+ members in Spain– 10m+ members in India– 4m+ members in Canada– 4m+ members in Brazil– 2m+ members in Australia

• 2M+ professionals in Australia (~40% + of professionals)• Widely used in Financial Services (Sydney, Brisbane & Melbourne)• Australian member usage

~ 8 minutes per month• 6.5 million students and 9 million recent college graduates• More than 2 million companies have LinkedIn Company Pages.

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affluent & influential membership.

• 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 Profile156

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/)

158

http://www.webex.com/

http://www.greatwebmeetings.com/

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

159



Best Practices

• Add “Share This” widgets to your website• Create your own widgets visitors can

share on own sites and pages• Share the content of others• Share your own content across platforms

161

• Make sure content has an RSS feed• Share RSS feed with site visitors, social network

friends• Use RSS feeds to help streamline social media

workflow

• Pick an interesting voice• Maximize outbound links• Set outbound links to be opened in a new window• Invite and encourage conversation

• Create a channel• Tag your videos with keywords• Embed videos in your blog and website• Engage commentators

• Profiles are for People• Get a Page, Get Some Fans• Use Groups for collaboration• Use Events to Generate Attendance

• 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

Sharing Blogging

Twitter Facebook

YouTubeRSS



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’

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Giant Global Graph

'll be thinking in the graph. My flights. My friends. Things in my life. My breakfast.

What was that? Oh, yogurt, 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

165

166

167

168

Key Network Measures

• Degree Centrality• Betweenness Centrality• Closeness Centrality• Eigenvector Centrality

krackkite.##h (modified labels)

Connector(hub)

Diana’sClique

Broker

Boundary spanners

Contractor ? Vendor

170

NodeXL - Excel 2007 template for viewing and analyzing network graphs

www.codeplex.com/NodeXL 171



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

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your community

Building your community

Integration with social media

platforms

Integration with industry specific platforms

SEO, SEM & SMO

Leveraging existing offline

channels

174

http://twitter.com/

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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178

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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…

180

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

Real-time updates :on site, groups and channel activity.Rich, informative profiles for

employees, managers and partners

Existing Elgg 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 Service

1. 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

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Mobile Site Auditor (Beta)

• Go to: po2.co/msa • Enter email & URL• Analyze 100 pages • Optimize conversion

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186

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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

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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 software192

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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http://bit.ly/

http://www.google.com/analytics/

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 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 198

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

Connected TV Shipments to Grow at CAGR of 58 Percent through 2014 with the Asia-Pacific region is the driving force, with CAGR of over 60% and representing almost half of global shipments by 2014.

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 200

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 Hitwise201

Social Strategy: How do we do it?Strategy, Management,

Resources

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95

5

0.1

99.8

0.2

0.003

99

1

0

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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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