Social Media Mktg Practice V4.5

Social Media Marketing Practice

[email protected]

Geektoid Mangala

www.linkedin.com/in/sureshsood

twitter.com/soody

www.facebook.com/suresh.sood -

ssood

www.bravenewtalent.com/talent/suresh_sood

Hero5!

scuzzy55

Agenda1. Marketing transition ✔2. Tools and tactics of social media3. Birth of video analytics4. Facebook fan marketing5. Global faces and networked places6. B2B Social Networking7. Social Network Analysis8. Social Dashboards Brand Monitoring & Management9. Create and Grow Communities using Ning10. Industry Adoption & ROI11. Social Networking – Where to next ?12. Where will the jobs come from ?

When consumers and brands talk: Storytelling theory and research in psychology and marketing

Arch G. Woodside, Suresh Sood, Kenneth E. Miller, Psychology & Marketing, Vol. 25(2): 97–145 (February 2008)

Storytelling is pervasive through life. Much information is stored, indexed, and retrieved in the form of stories. Although lectures tend to put people to sleep, stories move them to action. People relate to each other in terms of stories—and products and brands often play both central and peripheral roles in their stories. To aid storytelling research in consumer psychology, this article develops a narrative theory that describes how consumers use brands as props or anthropomorphic actors in stories they report about themselves and others. Such drama enactments enable these storytellers to experience powerful myths that reflect psychological archetypes. The article includes findings from case study research that probes propositions of the theory. Implications for consumer psychology and marketing practice follow the discussion of the findings.

.............”Thus, the structure of a word-of-mouth (WOM) communication is an important indicator of whether the message is a story.” pg 101

Social Media Marketing 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

“Online Markets...Networked markets are beginning to self-

organize faster than the companies that have traditionally served them. Thanks to the web,

markets are becoming better informed, smarter, and more demanding of qualities

missing from most business organizations.”

The Cluetrain Manifesto: The End of Business as Usual: Rick Levine, Christopher Locke, Doc Searls, David Weinberger; Perseus Books ©2000

1. Markets are conversations.

2. Markets consist of human beings, not demographic sectors.

3. Conversations among human beings sound human. They are conducted in a human voice.

6. The Internet is enabling conversations among human beings that were simply not possible

in the era of mass media.

9. These networked conversations are enabling powerful new forms of social organization and

knowledge exchange to emerge.

10. As a result, markets are getting smarter, more informed, more organized. Participation in a

networked market changes people fundamentally.

25. Companies need to come down from their Ivory Towers and talk to the people with whom

they hope to create relationships.

34. To speak with a human voice, companies must share the concerns of their communities.

75. If you want us to talk to you, tell us something. Make it something interesting for a change.

94. To traditional corporations, networked conversations may appear confused, may sound

confusing. But we are organizing faster than they are.

95. We have better tools, more new ideas, no rules to slow us down.

We are waking up and linking to each other. We are watching. But we are not waiting.

95 Theses of the Cluetrain Manifesto

commodities

goods

services

experiences

The Experience Economy Pine & Gilmore, 1999

The marketing of experiences - San Marco, Venezia

Supply of music !

This docket highlights an AUD100 experience sipping coffee, drinking orange juice and mineral water at the height of summer in San Marco Square. Wow what an experience !The music is what makes it.

What are experiences ?

• Your customers need to experience what you are trying to sell them through emotion i.e. – Doing, feeling and interacting

• To provide an experience you need to do something beyond presenting info making the event memorable and personable that engages in a personal way

• Entertainment is only one aspect of an experience.

“United Breaks Guitars”

Collision of Marketing, Customer Service and PR

“They Shake me”

Customer Support as Marketing Asset

Customers quickly connect to each other, impacting support, marketing, and product development.

Support must become a marketing asset.

Future Position of Customer Support

• Beyond Support

• A Strategic Marketing Asset

• Influence Product Development

• Facilitate Customers to Self-Support Each Other

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”

Example: Outside London flat

Challenges Connecting with Council

Implication: Engaged Citizen looking for new ways to connect with Council

Challenge Today : Move 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

Move to Citizen Facing & RelationshipsFood Safety Offences (/www.foodauthority.nsw.gov.au/aboutus/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

Tomorrow’s Social Media 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 (extra effort spent to create content : take a video, or create an artifact )

Level of Engagement Brand Signal Brand Equity

Levels of User EngagementLevels of User EngagementCurators

Moderate a forumEdit a wiki

Relationships # Technologies

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

The future of Social Media Marketing

The future of social media marketing requires an overall approach to adopting and integrating emerging technologies which help to scale up relationships

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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’

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

CCI Brand Pyramid

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Content

Context

Infrastructure

Brand

Brand

Brand

Rayport & Sviokla, HBR (1999)

Social data:

- Influence- Number of friends- Influence among friends- Number of influential friends

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

Organisational View

1. Identify key influencers

2. Maximise budgets

3. Precision targeting

4. Morph “CRM” to “SRM”

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 deliver– 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): 1-17

Content Marketing• “Content marketing is the art of understanding exactly

what your customers need to know and delivering it to them in a relevant and compelling way.”

• Best practices, case studies, success stories, thought leadership +++

• Shift away from media company driven content and toward content created specifically for customers

• How can we provide a service where the customer says, ‘Wow, you really made this easier for me!’?” – Blendtec “Will it blend?”– Nike microsites (Nike+)

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

David Meerman Scott’s The New Rules of Marketing and PR

New Rules of New News Releases” • Don’t send news releases only when “big news” is happening• find good reasons to send them all the time• Instead of just targeting a handful of journalists, create news releases that

appeal directly to your buyers. • Write releases that are replete with keyword-rich copy. • Include offers that compel consumers to respond to your release in some

way. • Add social media tags so that your release can be found• Drive people into the sales process with a news release.

Marketing the Content1. Blogs, articles, newsletters or e-zines ? Customer acquistion (brand awareness & thought leadership) , customer retention or service 2. Audio and video recordings of interviews,roadshows or roundtables for repurposing e.g.podcasts 3. Release schedule focusing on key topics affecting customers with a free subscription 4. Discuss the magazine on company blog with key findings 5. Send out news releases through a keyword-optimized service e.g. PRWeb, eReleases (paid) or PR.com, Clickpress (free)6. Send releases direct to influential bloggers and post on Scribd and FreeIQ7. Post videos of interviews on YouTube and industry specific video portals specific to your industry8. Upload audio & video to microsite relevant podcast directories9. All articles with own HTML pages on microsite10. Each article with social media capabilities, such as letting people add it to Facebook, Digg, or StumbleUpon11. Stumble noteworthy articles and choose the proper category for the article12. 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)13. Use PPC, targeting specific keywords to drive people to content offering14. RSS feeds available for Web content15. Integrate RSS feeds to promote content (Twitterfeed.com)16. New news releases are for building key links and for helping bloggers and influencers find the site17. Upload articles to key vertical and social bookmarking sites 18. If deemed relevant create a Facebook fan page and invite key customers to join the Facebook group19. Measure, measure & measure – Downloads, twitter conversations, blog Technorati ranking, bloggers,RSS subscribers, Alexa

Adapted from Joe Pulizzi and Newt Barrett (2009) Get Content Get Customers, McGraw Hill

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.com

Article Directories

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

How to Participate in Conversations

• Conversational calendar• What topics do your customers care about ?• Review existing social media e.g. Fb or Twitter• Converse via complaints or solution provision

Bookkeeper:•Tax Saving Strategies•Technology & the Books•Little Known Tricks•Uber Up-to-Date News Source

Interior Designer:•Photo of the Day•Design Tips•EcoFriendly Design•Simplicity at Home

Become a Leading Authority

Provide Value, Service and social exchange.

Potential 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

• Have since launched 3 additional campaigns and launched new tv series based on the online content

HGTVRate My Space

Agenda1. Marketing transition2. Tools and tactics of social media3. Birth of video analytics4. Facebook fan marketing5. Global faces and networked places6. B2B Social Networking7. Social Network Analysis8. Social Dashboards Brand Monitoring & Management9. Create and Grow Communities using Ning10. Industry Adoption & ROI11. Social Networking – Where to next ?12. Where will the jobs come from ?

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Customers and prospects (collective intelligence) creating more

value for all stakeholders through social media interactions generating User generated content, ratings and reviews

infrastructure for

Web sites & Social Media

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Seven Categories of Social Media

From “The 7 Categories of Social Media,” Communication Overtoneshttp://overtonecomm.blogspot.com/2007/04/join-network-of-networks.html

Tools of Social Media

How can my business use Twitter, Facebook...?

“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) – “What Would

Google Do?” Harper Business

TWITTER• A giant “coffee shop”• Limited to 140 characters• Use Twitter to :

– post blog updates– connect with existing members– recruit new members

TWITTER BASICS• Handle - @AdrianneMachina• Follow – who you’re listening to• Replies – have a conversation! @• Retweet – RETWEET or RT – Go Viral Baby!

Keep to 120 char.• Avatar – Your picture. Decide Logo or Face• Hashtag - #TwOrCo – Twitterers in OC• You can create your own hashtag #PUTM

Twitter Terms ExpandedRT, or retweet To help share cool ideas via Twitter and to give a shout-out to people you respect, you can repost their messages and give them credit. People call that retweeting (or RT), and it usually looks something like this: “RT @Username: Original message, often with a link.” Retweeting is common, and it’s a form of conversation on Twitter. It’s also a powerful way to spread messages and ideas across Twitter quickly. So when you do it, you’re engaging in a way people recognize and usually like—making it a good way to connect.

Hashtag (#)Twitter messages don’t have a field where you can categorize them. So people have created the hashtag—which is just the # symbol followed by a term describing or naming the topic—that you add to a post as a way of saying, “This message is about the same thing as other messages from other people who include the same hashtag.” Then, when somebody searches for that hashtag, they’ll get all of the related messages. For instance, let’s say you post, “Voted sixty times in tonight’s showdown. #AmericanIdol.” Your message would then be part of Twitter search results for “#AmericanIdol,” and if enough people use the same hashtag at once, the term will appear in Twitter’s Trending Topics.

Companies often use hashtags as part of a product launch (like #FordFiesta), and conferences and events frequently have hashtags associated with them (like #VRPS).

Shortened URLsWith just 140 characters at your disposal, Twitter doesn’t give you much room to include URL links—some of which are longer than 140 characters themselves. If you post a link on Twitter via the website, sometimes we automatically shorten the URL for you. There are also a number of services—URL shorteners—that take regular links and shrink them down to a manageable length for tweets, and some even let you track clicks.

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 Benson How about next Monday?

Twitter Highlights

• Feed Similar to FB Wall• Following/Followers• Number of Tweets

• Conversational• Educational• Calls to Action

Now this is word of mouth!

This is Negative WOM!

Should We Care About This Whinger?

Customer Service

Direct sales via links & Promotions

Feedback & Complaints Management

Tweetdeck

CommuterFeed.com users tweet traffic info

Twitpay Money via Twitter

Botanicalls - Tweets when Plants Thirsty

Twitition Create & Sign Petitions

Filesocial.com File sharing via Twitter

A Washing Machine !

Find People to Follow1. Go to www.search.twitter.com

• In the search field enter: near:2066 within:25km

• Replace with your zip code and extend radius if desired• The search results will include all Tweeters that are based within your area• Click on each user name and their Twitter page will open• Click “Follow”• Repeat steps many times over

2. If you find a local Twitter who has lots of followers go to their page and repeat the above process by clicking on the pictures on their page of their followers

3. Go to www.tweetva.com and find a list of Tweeters in your area4. Go to www.mrtweet.com, register and you will receive recommendations on

people to follow5. Go to www.wefollow.com and at the top you will see “Enter a Tag”. Enter

relevant key words and follow the results6. Keep adding people to follow otherwise it will be boring7. For the most part – always follow back8. Visit pages of people who follow you and check out their followers to see if you

want to follow them – remember you are trying to leverage your messages

What Can You Do?

• How could your business provide “elegant organisation” for your customers and staff with Twitter and the mobile phone?

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.

Posting to FacebookPost events to Facebook :

1. In your Group or Fan page create an event• Invite Fans or Facebook friends to attend the event - this engages your community• Share the event specific URL via Twitter too (use bit.ly)

2. Take your Twitter/Blog bit.ly URL and share it on Facebook via the “what’s on your mind” status update by Pasting the link

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 Tribe would 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 what all of your friends/fans to know about it click on the “share” button.

• 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 Profile

• Allows employees to collate and collaborate• Webpages anyone you allow can edit• Share best practice and knowledge• Empower staff and value their experience

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

1. The idea of being able to escape the real world

2. Web-based technologies help to unlock existing human needs

TREND

Tag Cloud of Paige’s Story About Travel to Paris

Created from Daniel Steinbock’s TagCrowd under Creative Commons ©

71

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

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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.

Iconic Sites & Scenes from Paris Blog• Eiffel tour night show• The Marais• Notre Dame• L'Arc de Triomphe - 248 steps up and 248 steps down...• Champs Elysee• Jacquemart Museum• Louvre Lite• Musee D'Orsay• Les Invalides, Napoleon's Tomb and the Napoleon Museum• Sacre Coeur• Monmartre• Rodin Museum• Pompidou Museum• Train to Vernon, bike to Giverny with Fat Tire Bike Tours

www.fattirebiketoursparis.com/

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Marketing & Advertising Strategy Implications from Paige’s Story

• Story told in natural city setting • Assume Paris = brand• Brand is supporting actor enabling Gayle to achieve her goals of

showing Paris to Paige (conscious) and help her coming of age (unconscious)

• Builds favorable consumer brand relationship: best friendship (Fournier 1998)

• Show someone Paris: Share experience,teacher-student,”fairy-godmother” or be the tourist guide

• Use social relationships to sell cities• Interpersonal relationships (people travel with people) • Near conversational interaction with brand:

story is called “I love Paris”

75

Flickr - Photos• Join a photo sharing site e.g. Flickr or Picasa

• Upload photos and create a slideshow

• Use the embed code from the slideshow or follow your blogs rules to embed it on your blog. Use HTML tab in blog form.

• Optimize photos for the Web via Photoshop or via a Web-based solution (webresizer.com)

• Provide interesting captions to your photos that tell the story

• Tutorial ‘how to’ videos• Helps present a fun side to the business• Branding messages• Create a “channel” (user profile page)

YouTube

• Interview people, have a talk show, do a video blog with commentary, make short films, be creative

• Embed the video on your blog. Embed code is readily available to the right of your videos on YouTube

• Username becomes a channel

• Tag videos with appropriate key terms to help others find your content

• Explore and post other sites, like Vimeo, Viddler

• “Web application that combines data from more than one source into a single integrated tool” –Wikipedia

• Wildly popular mashup: Locate Starbucks• http://programmableweb.com/mashups

www.findbyclick.com

Mashups

Best Practices - SharingBest Practices - Sharing• Add “Share This” widgets to your website• Create your own widgets that or visitors can share on their own sites and pages• Share the content of others• Share your own content across platforms

Best Practices: RSSBest Practices: RSS

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

network friends, etc.• Use RSS feeds to help streamline your social

media workflow.

Best Practices: BloggingBest Practices: Blogging

• Pick an interesting voice• Maximize outbound links• Set outbound links to be opened in a new

window• Invite and encourage conversation

Best Practices: YouTubeBest Practices: YouTube

• Get a nonprofit channel• Tag your videos with keywords• Embed videos in your blog and website• Engage commenters

Best Practices: FacebookBest Practices: Facebook

– Profiles are for People– Get a Page, Get Some Fans– Use Groups for Controlled Membership– Use Events to Generate Attendance– Causes: Donations or Visibility?

Best Practices: TwitterBest Practices: Twitter• 70 – 20 – 10 Engagement Model (Angela Maiers)

– 70% - Sharing others voices, opinions, and tools– 20% - Responding, connecting, collaboration, and co-

creating with like-minded Twitter colleagues– 10% - Promoting and/or chit-chatting– Tools for managing the voices Tweetdeck, Tweetie, – Tools for productivity SocialOoomph– Tools for recommending you and others MrTweet


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UStream.tv

• live streaming video

• With a laptop and a Web cam or camcorder connected you can easily broadcast live from an event

• Easy to embed in your blog

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

YouTube Insight – Video Analytics


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Facebook Fan Page

90

• Your Wall• Fans• Videos

Group Page vs. Fan Page

Facebook – Main Tabs

• Wall – mini press releases, announcements• Info – static information about the city.

Overview, mission, etc.• Photos – multiple photo albums• Videos• Many other possible tabs; start with these 3

and build.• You can even add custom tabs!

Promoting – Facebook Page

• Put a Facebook icon on your website’s home page.

• For the link, go to your new Page, and copy it from the address bar.

• Promote your Facebook page in your communications such as newsletters.

• Encourage your fans to share the Page with their friends when you send out Updates.

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

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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Quick Stats

• 67% of those online globally visit social media sites

• Facebook has more than 250 million active users

• Twitter grew 1,382% from February 08 to February 2009

• Facebook grew 314% from February 08 to February 2009

• YouTube has 300 million visitors each month

- Statistics current as of 3 September 2009 - http://www.thatagency.com/design-studio-blog/2009/07/social-media-statistics-for-2009/

A Look at the Numbers

• 200+ million active users• 100+ million people log on at least once each day • 3.5+ billion minutes spent on Facebook each day

(worldwide) • Fastest growing demographic is 35+ • 30+ million active users accessing Facebook through

mobile devices • Mobile users are almost 50% more active than non-

mobile

(source: Facebook press room)

Australian Facebook DemographicsSource:checkfacebook.com - Aug 09

A Look at the Numbers

• Worldwide visitors to Twitter approached 10M in Feb 2009, up 700+% vs. Feb 2008 (Comscore)

• 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*

Source: Reuters reporter Alexei Oreskovic.

* comScore study, June 2009 Reported in Marketing Charts, August 17th 2009

Social networks Popularity in Australia

• Over 70% of Australian internet users visited a social networking site in June 2009*

*comScore study, June 2009

Reported in Marketing Charts, August 17th 2009

LinkedIn

• over 40 million users on LinkedIn, the number in the UK is fast approaching 2.5 million

• In the UK alone there are on average 75,000 new users every month!

• The average LinkedIn user is 41 yrs old and has 15 years experience - the majority being key decision makers in their businesses.

• Many recruiters have switched from concentrating their focus on job boards (Monster, Jobsite etc) to finding the best candidates on LinkedIn because A) Its free and B) they can search passive as well as active jobseekers.

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

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

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

September 2009 “Midlife Australians Flock To Social Media”


Agenda1. Marketing transition2. Tools and tactics of social media3. Birth of video analytics4. Facebook fan marketing5. Global faces and networked places6. B2B Social Networking ✔7. Social Network Analysis8. Social Dashboards Brand Monitoring & Management9. Create and Grow Communities using Ning10. Industry Adoption & ROI11. Social Networking – Where to next ?12. Where will the jobs come from ?

Is Facebook for B2B?


✔

Social Graph Data

111

- who in a network responds to my offer ?- others like her in the network ?- Identify “Influencers”-Create rich profiles of demos, interests, behavior

Media6 identifies who is closest to you “ your network neighbor”

112

“Lisa” buys on NineWest.comMedia6 maps “network neighbors” based on visits to profile sites via browser cookies

NineWest ads are shown to Lisa’s closest friends, without identifying or involving Lisa

Google already tracks who you email the most

113

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

Key Network Measures

• Degree Centrality• Betweenness Centrality• Closeness Centrality

krackkite.##h (modified labels)

Connector(hub)

Diana’sClique

Broker

Boundary spanners

Contractor ? Vendor

UCINET 6 • UCINET IV for DOS is free

• Grab bag of techniques and procedures

• Matrix centered view – rows & columns - actors– cell value - relationship

• Citation – Borgatti, S.P., M.G. Everett, and L.C. Freeman. 1999. UCINET 6.0 Version 1.00.

Natick: Analytic Technologies.

• Network analysis requires:– ##h file contains meta data about the network – ##d file contains the actual data about the network

Useful References

• UCINET user guide

• Tutorial Prof Hanneman

• Network Analysis in Marketing (Webster & Morrison 2004)

• www.insna.org (international network for social analysis)

Data Language (DL) Filetype

dl n=4 format=fullmatrix data: 0 1 1 0 1 0 1 1 1 1 0 0 0 1 0 0

dl n=4 labels: Sanders,Skvoretz,S.Smith,T.Smith data: 0 1 1 0 1 0 1 1 1 1 0 0 0 1 0 0

dl nr = 6, nc = 4

col labels:

hook,canyon,silence,rosencrantz

data:

0 1 1 0

1 0 1 1

1 1 0 0dl nr = 6, nc = 4row labels embedded

col labels embeddeddata:

Dian Norm Coach SamMon 0 1 1 0Tue 1 0 1 1Wed 1 1 0 0Thu 0 1 0 0Fri 1 0 1 1 Sat 1 1 0 0

Standard Data Sets• BERNARD & KILLWORTH

– FRATERNITY interactions among students living in a fraternity at a West Virginia college– HAM RADIO radio calls made over a one-month period (voice-activated recording device)– OFFICE interactions in a small business office. – TECHNICAL

• CAMP 92• COUNTRIES TRADE DATA• DAVIS SOUTHERN CLUB WOMEN observed attendance at women’s club in 1930s

• FREEMAN'S EIES DATA• GAGNON & MACRAE PRISON

• GALASKIEWICZ'S CEO'S AND CLUBS• KAPFERER MINE• KAPFERER TAILOR SHOP• KNOKE BUREAUCRACIES 10 organizations and two relationships – money & info exchange

• KRACKHARDT HIGH-TECH MANAGERS• KRACKHARDT OFFICE CSS• NEWCOMB FRATERNITY• PADGETT FLORENTINE FAMILIES• READ HIGHLAND TRIBES• ROETHLISBERGER & DICKSON BANK WIRING ROOM• SAMPSON MONASTERY Experimental and case study of social relationships." Doctoral dissertation, Cornell Univ.• SCHWIMMER TARO EXCHANGE• STOKMAN-ZIEGLER CORPORATE INTERLOCKS• THURMAN OFFICE• WOLFE PRIMATES• ZACHARY KARATE CLUB

• Borgatti, S.P., Everett, M.G. and Freeman, L.C. 2002. Ucinet 6 for Windows. Harvard: Analytic Technologies .

NodeXL - Excel 2007 template for viewing and analyzing network graphs

www.codeplex.com/NodeXL


✔

Monitoring Brand Health• 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

122

8 Levels of Social Media Analytics

8 Levels of Analytics(Davenport)

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

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

124

Conversation Gap - Vacation and Paris

125

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

Paris – Equity Share Analysis of Attributes

126

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

Monitoring TipsMonitoring Tips

• 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 Twitterstreams

Measuring TipsMeasuring 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

Agenda1. Marketing transition2. Tools and tactics of social media3. Birth of video analytics4. Facebook fan marketing5. Global faces and networked places6. B2B Social Networking7. Social Network Analysis8. Social Dashboards Brand Monitoring & Management9. Create and Grow Communities using Ning 10. Industry Adoption & ROI11. Social Networking – Where to next ?12. Where will the jobs come from ?

✔

White Label Social Network?White Label Social Network?

• 2009 Nonprofit Social Network Survey Report – 30.6% of responding nonprofits had their own social network

• Why would you want to create your own?• Ning, GroupSite, SocialGo• White Label Social Network Platforms Chart from

TechCrunch


✔

Aggregation

Social networks, Twitter, and the practice of medicine

• a social network for physicians Ozmosis• Sermo the best-known physician-only site. • http://scienceroll.com/2008/04/11/ozmosis-vs-sermo-answers/• Unlike Sermo, Ozmosis is not an anonymous site and Ozmosis

physicians are properly verified and clearly identified• Ozmosis delivers a unique business model that enables physicians to

discover new products and services. Instead of selling pharmaceutical companies access to peer over a physician shoulder, physicians on Ozmosis can choose to learn about healthcare products and services from other physicians in a trusted environment. Ozmosis maintains a strict privacy policy and product discovery areas are opt-in for physicians.

• "This Sentence Easily Would Fit on Twitter: Emergency Physicians are Learning to 'Tweet,'" posits that the value of Twitter for the medical community, particularly busy ER docs, is that it can be used to send out relevant information in a timely way. We know, in general, that patients who use social media tend to trust "people like me"; why wouldn't physicians? So perhaps it comes as no surprise that one of the doctors interviewed commented that he is more likely to review a medical journal article if a trusted colleague tweets about it. "It's almost like we act as a group filter to find the most relevant stuff.The article also observes that,Other emergency physicians use Twitter because they are early adopters and like to tinker with new technologies. An emergency physician from Northern California, Tim Sturgill, MD, has blogged for more than 5 years and says he uses Twitter to communicate not only with other doctors but to have conversations with those who, like him, are exploring the potential of social media.

Eric Berger (Special Contributor to Annals News and Perspective) This Sentence Easily Would Fit on Twitter: Emergency Physicians Are Learning to “Tweet” Annals of Emergency MedicineVolume 54, Issue 2, Pages A23-A25 (August 2009)

The Red Cross handbook/policies help keep order

http://sites.google.com/site/wharman/social-media-strategy-handbook

•Distributing emergency messages• Facilitating classroom discussions• Publicizing good news coverage• Promoting major campus events and building real-time community conversation around guest speakers, conferences, or commencement (using hashtags like #uvagrad09)• Giving busy campus figures who don’t have time to blog regularly a channel to communicate

Higher Ed Uses of Twitter

How Web 2.0 Supports the Myth of Paris

139

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

City of love , city of lights, landmarks , museums & galleries, Cafés, coffee, conversations, friendship, artists, lovers, philosophers

Paris Findings – A search for Paris, France on Flicker returns well over one and a half million

photos and over quarter of a million for the Eiffel tower.– You Tube has over 130,000 videos tagged Paris, France – Pages of real time Twitter messages– Google blog search shows 300,000 blog mentions of Paris, France – Over 60,000 entries on Boardreader – A virtual world of Paris in Second Life

(teleport via slurl.com/secondlife/Paris%201900/8/172/16)

• Youtube videos include Casablanca (1942) owing to the end of the movie quote “We’ll always have Paris” which breaks free from covering specific destination features of Paris

140

Social Media ROI

“Price-tags” memo: • Unique visit to the blog post - £3 (based on

time on site)• Each returning blog visit - £1.50• A view on SlideShare (excl. embeds) - £1• A view from embeds - £2 • A view of the screen grab on Flickr - £0.50 • A view of the link on Twitter/bit.ly - £0.50• A comment - £1.50• A SlideShare download - £1.50• A fave on SlideShare - £1.50• An embed from SlideShare - £1.50• A Flickr click-through - £1.50• A Twitter click-through - £1.50

Total Gain from Investment: £4832.5

ROI: £4832.5 / £14.32 = £337.46

Good enough? Or more can be done?

*Source: Engagement db.com July 2009 Prepared by Wetpaint and Altimeter

The Social Web for Business

Engagement to revenue – is there a trend?

• The top 100 global brands & the social web


What does it mean?• Very hard to show definite cause and

effect

• However, the trend is very strong

• Businesses engaging heavily in the social web have stronger growth

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)


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

Microblogging Measurement

Exclusive Offers

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 software

Agenda1. Marketing transition2. Tools and tactics of social media3. Birth of video analytics4. Facebook fan marketing5. Global faces and networked places6. B2B Social Networking7. Social Network Analysis8. Social Dashboards Brand Monitoring & Management9. Create and Grow Communities using Ning10. Industry Adoption & ROI11. Social Networking – Where to next ? ✔ 12. Where will the jobs come from ?

2009-11 Developments(Source: Altimeter Group, Silicon Valley)

• Experimental testing in social media advertising• Yahoo!, Google, Microsoft/Hotmail testing social media

integration with Webmail products• Facebook Connect gains traction with media companies and

begins to monetize with an ad network• Social shopping experiments start (retailers integrating social

network data)• Spending on profile based targeting• Targeting based on implicit data and social behaviors• Diversification into enterprises

150

Social Media Development

2009 20112010

Privacy and permission considerations

• People will demand greater control over when, where, and how their social profiles, contacts, and content can be used

• Detailed permissions – sometimes on a friend-by-friend basis – will be required– A usability nightmare– Need to “retrofit” old friends numbering in the

thousands

152

“A periodic check of new people from your networks on other sites”

Eliminates “re-friending”

154

TheInsider.com allows users to bring in their Facebook friends

Avoids building yet another siloed social network

Your friends’ activities in context around “objects” with GetGlue

The same toolbar appears on IMDb

The toolbar shows Chris’s comments from Wikipedia

157

• Sports Active is a new product that is aimed primarily at a female audience, specifically busy moms.

• Reached out to the communities of moms on BlogHer, Hi-Yech Mommy, Cafe Mom, Mother Click, and iVillage.

• Ultimately, targeted 1000 influential mommy bloggers.

Agenda1. Marketing transition2. Tools and tactics of social media3. Birth of video analytics4. Facebook fan marketing5. Global faces and networked places6. B2B Social Networking7. Social Network Analysis8. Social Dashboards Brand Monitoring & Management9. Create and Grow Communities using Ning10. Industry Adoption & ROI11. Social Networking – Where to next ?12. Where will the jobs come from ? ✔

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

Resources

• Social Media Marketing InternshipFirmenname: research2guidance• • URL: www.research2guidance.com• Kontakt E-Mail: [email protected]• Telefon: 0178/4007736• Ort: Berlin• Stellenbeschreibung:• Tasks• We are a Berlin based mobile/mobile application company. We develop smartphone applications and offer

research and consultancy services.We use different marketing channels to promote our products and surveys. Social media marketing and web 2.0 channels play a major role in our marketing mix.We promote through facebook, twitter, friendfeed, flickr, youtube and other platforms, blogs, forums. We want to intensify our engagement in those channels and extent our reach. Your tasks:- serving our existing channels and increasing our reach- exploring new channels and adding to our marketing strategy- actively supporting sales process of one of our new market study- researching contact information of contacts/companies of interest You will be working in a very agile working environment with the opportunity to act independently. If you are a proactive character and interested in the topic you will love the job. Required Skills- experience in either social media marketing or extensive use of social media platforms and their possibilities to reach out to people- knowledge about the mobile phones, smart phones and mobile apps market is helpful- communicative person- writing skills (in English)- independent worker- former work or internship experience- very good English skills

• Start Date as soon as possible • Duration1-2 months • Salary350€/month

Community Manager

– iGoogle as your home page – Google Blog Search – Twitter Search and TweetGrid – BackType – FriendFeed – GoogleReader and PostRank

Chief Community Officer

• Listen to feedback• Action• Key stakeholder relationships

#4038 Social Media Marketer As part of Crimsons Interactive Services, Consultant

update our clients web content for their Partner Community which is on the Jive Clearspace platform.

The position will involve, but will not be limited to:

* Managing, moderating and updating our clients Partner Community hosted on Jive ClearSpace * Overseeing web analytics and weekly reporting for external communities through the Jive platform (web-based platform) * Managing projects Wikipedia contents and updates

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

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

Social Media Optimization

MeasureBlogs• 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

Caution!

“Children never put off till tomorrow what will keep them from going to bed tonight”

ADVERTISING AGE