What you need to know about
as FUTURE ENTREPRENEURS
Social Media Revolution 2013
It is not going away, so join the bandwagon!
Charlene Li,
“Companies that
not get on social
media
bandwagon - -
within 3- ...
1. choose your channels.
2. make awesome content.
3. engage & convert.
content is the currency of
the internet.
There are ...
Choose Your Channels
Facebook facts & figures
•  Worldwide, there are 1.5 billion active users
•  4.5B likes generated daily as of May 2013
whi...
Why Should Brands Use Facebook?
§  Reach
–  Your target marketing is there,
that’s where you should be
§  Engage
–  It a...
Why Should Brands Use Facebook?
§  Target
–  Allows you to target specific
people based on gender, age,
location, educati...
LinkedIn
http://www.youtube.com/watch?v=ZVlUwwgOfKw
LinkedIn Facts & Figures
•  LinkedIn launched May 5, 2003
•  238 million members in 200 countries
•  87% trust LinkedIn as...
Why Should Brands Use LinkedIn?
§  Recommendation
–  Brand followers are 2.5 times more
likely to recommend products
§  ...
How Should Brands Use LinkedIn?
§  Create awareness and
improve reputation
§  Thought leadership and
influencer marketin...
YouTube
http://www.youtube.com/watch?v=r18R4Zr1Etg
How Does YouTube Work?
§  Social video sharing
§  Video buffering/streaming
§  Brand channels
§  Advertising
§  Keywo...
YouTube Facts & Figures
http://www.youtube.com/watch?v=P-FQZKj-OkU
How Should Brands Use YouTube?
§  How to Guides
§  Viral videos
§  Teasers
§  Behind the scenes
§  Explainer videos
§...
YouTube Marketing Tips
§  Make content not ads
§  Leverage the new One
Channel Design
§  Push people to your website
§...
Instagram
http://www.youtube.com/watch?v=Nn-dD-QKYN4
Key Features
•  Photo and 15s social video sharing
•  15x awesome filters
•  Border, Rotate, Crop, Blur, Exposure
•  Hasht...
Instagram Facts & Figures
A study on 100 Filipino Instagram Users
•  84.8% photograph travel/scenery and food
•  67.7% photograph themselves
•  Phot...
Why Should Brands Use Instagram?
1.  Photos allow consumers to
emotionally connect with brands
2.  Photos posts have 39% h...
1.  If you have
something visual
to share
2.  Humanize your
brand (BTS)
3.  Get instagrammers
involved
How Should Brands U...
Best Practice Examples
1.  Choose a username that you
already use
2.  Use hashtags, branded and
generic
3.  Take advantage of geolocation
4.  Use...
Pinterest
http://www.youtube.com/watch?v=W-Nog6T6iuY
How Does Pinterest Work?
http://www.youtube.com/watch?v=oJzD4vF5dFA
Key Facts
•  70 million Pinterest users
•  2.5 billion monthly Pinterest
page views
•  80% of Pinterest pins are
Repins
• ...
Pinterest Facts & Figures
Note: Links do not generate link-juice (no-follow)
Why Should Brands Use Pinterest?
1.  Include several keywords in descriptions
2.  Use hashtags
3.  Be funny and show your personality
4.  Focus on lifestyl...
Why social media is great for start ups
How can you be more cost effective
Strategies to learn as early as now
How to impl...
Why is it great for start-ups?
What is the ROI of your mother?
http://www.youtube.com/watch?v=xZY5b85KoOU
Why Analyze Sentiment?
Emotions are core to purchase decisions
vs.
http://www.today.mccombs.utexas.edu/2010/04/do-you-make-buying-decisions-based...
Social Media creates lots of data
Just waiting to become useful information
Consumers are FINALLY empowered
The Anatomy of a Crisis – The Incident
The Anatomy of a Crisis – The Impact
The Anatomy of a Crisis – The Response
The Anatomy of a Crisis – The Result
http://adage.com/article/digital/mckinsey-finds-social-buzz-affect-sales-negatively/242039/
Yes, Sentiment Impacts Sales
Agenda
1.  Why Analyze Sentiment?
2.  Sentiment Analysis 101
3.  Practical Applications
What is Sentiment?
What is Sentiment?
emotions opinions intent
Subjective impressions, not facts
Example 1: Happy Mention
subject emotion brand
product
service
Example 2: Unhappy Mention
fact
fact
opinion
emotion
Example 3: Sarcastic Mention
brand brand
opinion service
emotion
Example 4: Mixed Mention
emotion service brand opinion
Example 5: Language Confusion
brand opinion
fact
Example 6: Intent to Buy
fact brand subject
intent
brand brand
question
The elusive hunt for binary
•  For vs. Against
•  Like vs. Dislike
•  Good vs. Bad
•  Ecstatic vs. Happy
•  Excited vs. Am...
Challenges of Automated Sentiment Analysis
§  People express opinions in
complex ways
§  Cultural ideosyncracies
(e.g. d...
Agenda
1.  Why Analyze Sentiment?
2.  Sentiment Analysis 101
3.  Practical Applications
Use Case 1: Get to the heart of the News
In real time listen for spikes in mention volumes
to identify the latest news sto...
Use Case 2: Faster Content Crowdsourcing
Once there is a breaking story, quickly identify
all the images, videos and publi...
Use Case 3: Opinion Mining
Use Case 4: Reputation Management
Use Case 5: Consumer Insights
Use Case 6: Competitive Intelligence
Get real-time
insights on your
competitors
- Sun Tzu
“Know your enemy and know yourse...
Use Case 7: Brand Monitoring
Social Media sentiment is the #nofilter
voice of the people
Conclusion
Are you listening?
Thank You!!
www.allfamous.com
Robin Leonard
CEO, AllFamous Digital
robin_allfamous
robinleonard1
References
§  http://www.lct-master.org/files/MullenSentimentCourseSlides.pdf
§  http://www.slideshare.net/mcjenkins/how...
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  1. 1. What you need to know about as FUTURE ENTREPRENEURS
  2. 2. Social Media Revolution 2013
  3. 3. It is not going away, so join the bandwagon! Charlene Li, “Companies that not get on social media bandwagon - - within 3- years will not survive”
  4. 4. 1. choose your channels. 2. make awesome content. 3. engage & convert. content is the currency of the internet. There are many social networks, so it pays to start with the most popular channel for your target market, and build from there. Fans need to get value from your content, or they will disengage with your brand. Promote your best content with paid advertising to get more reach. What is the point of getting a like, if they won’t buy from you? We drive social traffic to your website, where they are more likely to convert. Conversion via website
  5. 5. Choose Your Channels
  6. 6. Facebook facts & figures •  Worldwide, there are 1.5 billion active users •  4.5B likes generated daily as of May 2013 which is 67% increase from Aug 2012 •  699M people log onto Facebook daily. Which represents a 26% increase from 2012 •  There are 819M mobile active users which is a 54% increase from 2012 •  Facebook users are 53% female and 47% male •  There are 83M fake profiles •  Photo uploads total 300M per day •  Average time spent per facebook visit is 20 minutes •  Every 60 seconds on Facebook: 510 comments are posted, 293,000 statuses are updated, and 136,00- photos are uploaded.
  7. 7. Why Should Brands Use Facebook? §  Reach –  Your target marketing is there, that’s where you should be §  Engage –  It allows you to communicate on a less formal level you can discuss news items, answer queries §  Track –  Gives you insight into your fans in a way a website just isn’t able to do. Analytics, shows you fans broken down by age, location and languages.
  8. 8. Why Should Brands Use Facebook? §  Target –  Allows you to target specific people based on gender, age, location, education and interests §  Search rank –  New SEO algorithms treat social signals as comments, fan numbers as indicators of importance in your ranking.
  9. 9. LinkedIn http://www.youtube.com/watch?v=ZVlUwwgOfKw
  10. 10. LinkedIn Facts & Figures •  LinkedIn launched May 5, 2003 •  238 million members in 200 countries •  87% trust LinkedIn as a source of information affecting decision making •  As of Sep 30, 2012 new members joined at a rate of 2 per second •  More than 3 million companies have LinkedIn Company Pages •  40% of LinkedIn users access the site daily •  Over 10 million endorsements given daily •  Over 1 billion endorsements given total •  39% of users pay for LinkedIn premium •  1.5 million LinkedIn groups •  81% of users belong to at least one group •  27% of users visit LinkedIn by mobile •  1.2 million products or services listed •  Average time spent on LinkedIn per month – 17 minutes
  11. 11. Why Should Brands Use LinkedIn? §  Recommendation –  Brand followers are 2.5 times more likely to recommend products §  Amplification and Reach –  The 1 million HP followers have 43 million first degree connections and 138 million second degree connections §  Targeting –  Segment and target content and ads to very specific user groups
  12. 12. How Should Brands Use LinkedIn? §  Create awareness and improve reputation §  Thought leadership and influencer marketing §  Lead Generation §  Social CRM §  Traffic building §  Listening and Gaining Insights
  13. 13. YouTube http://www.youtube.com/watch?v=r18R4Zr1Etg
  14. 14. How Does YouTube Work? §  Social video sharing §  Video buffering/streaming §  Brand channels §  Advertising §  Keywords/SEO §  Video Annotations
  15. 15. YouTube Facts & Figures http://www.youtube.com/watch?v=P-FQZKj-OkU
  16. 16. How Should Brands Use YouTube? §  How to Guides §  Viral videos §  Teasers §  Behind the scenes §  Explainer videos §  In-Video Overlays (e.g. click to buy) §  Brand Channels §  Annotations
  17. 17. YouTube Marketing Tips §  Make content not ads §  Leverage the new One Channel Design §  Push people to your website §  Utilize Paid Views (Trueview) §  Collaborate with creators §  Leverage YouTube videos for SEO
  18. 18. Instagram http://www.youtube.com/watch?v=Nn-dD-QKYN4
  19. 19. Key Features •  Photo and 15s social video sharing •  15x awesome filters •  Border, Rotate, Crop, Blur, Exposure •  Hashtags •  Geolocations •  Likes and Comments •  Max 140 characters (if you are posting to Twitter also) •  Primarily a phone app How Does Instagram Work?
  20. 20. Instagram Facts & Figures
  21. 21. A study on 100 Filipino Instagram Users •  84.8% photograph travel/scenery and food •  67.7% photograph themselves •  Photos of objects, printed materials, pets/ animals, and clothes each make up around half of all photos •  15.2% for breaking news •  65.7% women, 26.3% men and 8% transgender •  9/10 users are under 35 •  41.4% users are students •  8/10 share on Twitter •  72.7% share on FB •  28.3% share on Tumblr How Filipinos Use Instagram Source: Jason Cruz, McCann http://jsncruz.com/instagram-usage-statistics- philippines/#.Uh3vRmQ
  22. 22. Why Should Brands Use Instagram? 1.  Photos allow consumers to emotionally connect with brands 2.  Photos posts have 39% higher interaction rates 3.  Faster, cheaper and easier than professional shoots
  23. 23. 1.  If you have something visual to share 2.  Humanize your brand (BTS) 3.  Get instagrammers involved How Should Brands Use Instagram?
  24. 24. Best Practice Examples
  25. 25. 1.  Choose a username that you already use 2.  Use hashtags, branded and generic 3.  Take advantage of geolocation 4.  Use a web program to manage (e.g. statigram) 5.  Run photo contests How to Drive Web Traffic •  Add URL to BIO •  Include URL in comments Instagram Marketing Tips
  26. 26. Pinterest http://www.youtube.com/watch?v=W-Nog6T6iuY
  27. 27. How Does Pinterest Work? http://www.youtube.com/watch?v=oJzD4vF5dFA
  28. 28. Key Facts •  70 million Pinterest users •  2.5 billion monthly Pinterest page views •  80% of Pinterest pins are Repins •  Average time spent per visit 14.2 minutes •  Average time spent per month 98 minutes Pinterest Facts & Figures Pinterest is the 15th most popular website in the Philippines
  29. 29. Pinterest Facts & Figures
  30. 30. Note: Links do not generate link-juice (no-follow) Why Should Brands Use Pinterest?
  31. 31. 1.  Include several keywords in descriptions 2.  Use hashtags 3.  Be funny and show your personality 4.  Focus on lifestyle rather than product 5.  Avoid self promotion 6.  Promote your Pinterest through other channels 7.  Engage with others Pins 8.  Create a user generated Pinboard 9.  Host a competition 10. Add the PIN-IT button to your website 11. Understand your customers interests 12. Add links to the descriptions of your pins 13. Create a video gallery 14. Feature offline events 15. Showcase your businesses personality Pinterest Marketing Tips
  32. 32. Why social media is great for start ups How can you be more cost effective Strategies to learn as early as now How to implement Case study Start up companies
  33. 33. Why is it great for start-ups?
  34. 34. What is the ROI of your mother? http://www.youtube.com/watch?v=xZY5b85KoOU
  35. 35. Why Analyze Sentiment?
  36. 36. Emotions are core to purchase decisions vs. http://www.today.mccombs.utexas.edu/2010/04/do-you-make-buying-decisions-based-on-logic- or-emotion-a-tale-of-two-chickens
  37. 37. Social Media creates lots of data Just waiting to become useful information
  38. 38. Consumers are FINALLY empowered
  39. 39. The Anatomy of a Crisis – The Incident
  40. 40. The Anatomy of a Crisis – The Impact
  41. 41. The Anatomy of a Crisis – The Response
  42. 42. The Anatomy of a Crisis – The Result
  43. 43. http://adage.com/article/digital/mckinsey-finds-social-buzz-affect-sales-negatively/242039/ Yes, Sentiment Impacts Sales
  44. 44. Agenda 1.  Why Analyze Sentiment? 2.  Sentiment Analysis 101 3.  Practical Applications
  45. 45. What is Sentiment?
  46. 46. What is Sentiment? emotions opinions intent Subjective impressions, not facts
  47. 47. Example 1: Happy Mention subject emotion brand product service
  48. 48. Example 2: Unhappy Mention fact fact opinion emotion
  49. 49. Example 3: Sarcastic Mention brand brand opinion service emotion
  50. 50. Example 4: Mixed Mention emotion service brand opinion
  51. 51. Example 5: Language Confusion brand opinion fact
  52. 52. Example 6: Intent to Buy fact brand subject intent brand brand question
  53. 53. The elusive hunt for binary •  For vs. Against •  Like vs. Dislike •  Good vs. Bad •  Ecstatic vs. Happy •  Excited vs. Amused •  ROFL vs. LOL •  Depressed vs. Unhappy •  Sad vs. Destitute •  Frustrated vs. Angry
  54. 54. Challenges of Automated Sentiment Analysis §  People express opinions in complex ways §  Cultural ideosyncracies (e.g. differences in sarcasm, irony etc) §  The wider you throw your net and the more complex the language, the less accurate the system will be.
  55. 55. Agenda 1.  Why Analyze Sentiment? 2.  Sentiment Analysis 101 3.  Practical Applications
  56. 56. Use Case 1: Get to the heart of the News In real time listen for spikes in mention volumes to identify the latest news stories
  57. 57. Use Case 2: Faster Content Crowdsourcing Once there is a breaking story, quickly identify all the images, videos and public created content on a topic
  58. 58. Use Case 3: Opinion Mining
  59. 59. Use Case 4: Reputation Management
  60. 60. Use Case 5: Consumer Insights
  61. 61. Use Case 6: Competitive Intelligence Get real-time insights on your competitors - Sun Tzu “Know your enemy and know yourself and you can fight a hundred battles without disaster”
  62. 62. Use Case 7: Brand Monitoring
  63. 63. Social Media sentiment is the #nofilter voice of the people Conclusion
  64. 64. Are you listening?
  65. 65. Thank You!! www.allfamous.com Robin Leonard CEO, AllFamous Digital robin_allfamous robinleonard1
  66. 66. References §  http://www.lct-master.org/files/MullenSentimentCourseSlides.pdf §  http://www.slideshare.net/mcjenkins/how-sentiment-analysis- works#btnNext §  http://en.wikipedia.org/wiki/Sentiment_analysis §  http://mashable.com/2010/04/19/sentiment-analysis/ §  http://www.today.mccombs.utexas.edu/2010/04/do-you-make- buying-decisions-based-on-logic-or-emotion-a-tale-of-two-chickens §  http://adage.com/article/digital/mckinsey-finds-social-buzz-affect- sales-negatively/242039/
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