Social Media for Entrepreneurs

Social Media for Entreprenuers October 28, 2010 Dave Linabury, EVP, Group Director Social Media Campbell-Ewald 1

The Age of Exabytes 1 billion Gigabytes 2

How big is 2010: 21 Exabytes the Internet? per month SOURCE: HP 2002: 2008: Internet = 5 Exabytes 5 Exabytes per month 3

Social Media is not a fad 4

52 % 5

1% of the Earth’s population plays Farmville 6

‣ 66% of businesses plan to increase expenditures for social media —MediaPost Online Media Daily ‣ 65% of journalists turn to social media sites such as Facebook and LinkedIn, and 52% use Twitter as an information source —Cision and George Washington University’s MBA for Strategic PR ‣ 80% of companies use LinkedIn as their primary means of nding new employees —Socialnomics09 7

Who Owns Social Media? 8

‣ PR? ‣ Corporate Communications? ‣ Marketing? ‣ Developers? ‣ IT? ‣ Your Customers? 9

It belongs to everyone. It has to. 10

Case Studies: How is Social Media Being Used by Major Corporations? 11

Tahoe Apprentice ‣ Tahoe Apprentice was a contest designed to promote the launch of the Chevy Tahoe ‣ Contest ran four weeks and generated 250,000 entries ‣ Heavy news coverage and ultimately led to one of Chevy’s most successful launches in history ‣ Criticized (initially) for negative ads ‣ Now praised as the textbook case of how to do consumer-generated media right 12

An Intractable Problem that Prevents Recruiting Every Year 14

Moms. 15

Mothers have a biological instinct to protect their children 16

From the Navy, apparently. 17

Moms don’t want to talk to recruiters. 18

Our Proposal to the Navy: ‣ We’ll build an online community for Moms ‣ Moms can talk to moms who already have kids in the Navy ‣ Open-source software to save money ‣ All word of mouth to join ‣ No Naval interference ‣ Short of hate speech, no censorship 19

The Navy said… 20

“That just sounds risky as Hell. Sir.” 21

Naval requirements to Campbell-Ewald ‣ This will be a six month test ‣ No results? We pull the plug ‣ If the results are good, re ne and continue ‣ You get to start the community in the worst recruiting area in the country: Boston, Massachusetts ‣ If you get results there, we’ll consider going national 22

Our Solution ‣ Ning platform ($50/month) ‣ Creative: A masthead design or three ‣ Minimal engineering time (CSS and a widget or two) ‣ Invite in uential moms to populate during the soft launch ‣ Pray 23

Secret Sauce ‣ Googled Navy blogger Moms ‣ Got 40,000 results ‣ Invited 71 moms that had large followings to start the community; 67 agreed ‣ The moms added content for 2 weeks while construction ensued 24

To say it took off would be a bit of an understatement 26

120 ,000+ Ph otos 1 ,350+ 40 ,000+ G roups Mem bers 8 50+ 000+ Vid eos 16, s 0+ E vents Topic 15 27

Viviane Tina Terry Regina Kimberly Karen Davidson Fred Katey Lila Marie Jamie Nicole SyracuseConnie Heather Paul Libbey Carolyn Love Bill Trish Vosburgh Barb HOW TO READ THIS MAP: Social networks consist of two elements: Chris Karen KAREN GALLAGHER nodes and edges. Super Influencer Anita LisaB Nodes represent the people communi- cating with each other. On this map, Amber B they are represented by colored circles. Amber Angee Kay Patty Cole This chart was Edges represent the connections be- Victoria tween the nodes. In other words, who Navy News Char StevesMom spoke to whom. Nodes with many STEVE’SMOM Theresa edges (connections) show that person created when there Potential Mom turned Influencer clearly reached out to lots of people Mary Ellen Helen Martin Julie MassMom and thus had a lot of activity and engagement; an important measure in social media. Angela Jefferson B. Smith Larisa Elliot were only 96 women Robin Stacey Melanson on the site. If we tried Denise Mary Pat to map the number of connec:ons now, the Allison McCann Stephanie Henderson slide would be over Karen80 Ann 1/4 mile square. Mari Shirley Foland Bridget Ralston Carol Hughes VICKIE HILL Vickie Hill Potential Mom, Angie highly motivated Cathy Finch Christine Ronda Chasati Martin MichelleB Angela MacLeod Es:mated number of connec:ons between Chris Johston's Mom Bruce Pennino Jay Anderson Sha' Joyce Tuscan Mom Laurie Owens members exceeds Debbie Elaine Roxann Joyce Slabaugh Sherry Johnson LAURIE OWENS Navy Mom, Influencer Kim Mills Diana Morris 1,600,000,000. Pat Gibson Diane John's Mom Lucie Dunn Maria Figueroa Kathy Brandon's Mom Sharon Simmons Rita Leann Castor Susan J Tricia T Sue Melissa Candy Girl MaryAnn Melanie Peggy Sheila Shelly Stephanie Terry Whitney 28

Sociological Data ‣ A new mom joins the site every 21 minutes ‣ She will post 4.2 personal photos ‣ She will respond to 16 topics ‣ She will watch 11 videos ‣ She will invite four other moms 29

She will change her mind about the Navy on her 8th day as a N4M member 30

Moms change their minds for the same reason every time… 31

They want to be proud of their kids, too. 32

Results: ‣ We actually got recruits in Boston! ‣ Lowered the cost of recruiting in New England ‣ Changed the Navy’s recruiting script and methods forever 33

What works? 34

Know Your Audience 35

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Develop an Ecosystem FLICKR FACEBOOK COMMUNITY NAVY.COM YOUTUBE MAHALO SLIDESHARE WIKIPEDIA 37

What doesn’t work? 38

It’s not about numbers; it’s about engagement and relationships 39

ROI is crucial IOR is even better 40

What’s the investment of posting to Twitter? 41

What’s the investment of playing golf with a client? 42

Or attending a party on behalf of the company? 43

All are crucial. None have measurable ROI. 44

Three Requirements for Social Media ‣ Time ‣ Bodies ‣ A champion 45

Where’s the money? ‣ No one has a new pot of money to use for social media ‣ 10% of media budgets are now for social media in Fortune 500 companies ‣ Start by replacing your weakest media with social media for six months. ‣ See if you (or your customers) miss it. 46

What can I do for my business? 47

Radian6 Interface River of Source News (Live Count by stream of tweets, Engagement blogs, comments, Topic replies, ratings, Trends by etc.) Sentiment Tagcloud Trends Workflow by Media Type 48

Types of Analytics ‣ Share of Talk ‣ In uencers ‣ Velocity and Virality ‣ Share of Voice ‣ Detractors ‣ Bounce Rate ‣ Engagement ‣ Brand Reach ‣ Conversion ‣ Participation ‣ Conversationa l Gaps ‣ Loyalty ‣ Time Spent with Brand ‣ Trends ‣ Tone ‣ Sentiment ‣ Topics ‣ ROI 49

Gender Analysis ‣ Ambiguous screen names ‣ Fraudulent behavior ‣ Underage member ‣ Dual identities ‣ Assumed identity of parent/spouse 50

1 Align your efforts with your current business strategy. 51

2 Ensure your entire company is on LinkedIn. Consistently. 52

3 The Age of Free. What can you give away? 53

4 Don’t try to be everywhere. It’s impossible. 54

5 Stop viewing this as a tool or channel. It’s a relationship. 55

Less of this. 56

More of this. 57

Reputable Sources ‣ Mashable (mashable.com) ‣ ReadWriteWeb (readwriteweb.com) ‣ Chris Brogan (chrisbrogan.com) ‣ Copy Blogger (copyblogger.com) ‣ Social Media Explorer (socialmediaexplorer.com) 58

Thanks, EO! Dave Linabury @Davezilla Davezilla.com Davezilla@gmail.com 59

• Neal Boudette - Choose a medium, drive traf c to your content, delegate • Ken Cauley - manage distributed network of bloggers (GURU) • Hubert Sawyers - integrate with your brand, de ne & connect to your audience • Marisa Smith - Integrate web, Twitter, Blog, Facebook, LinkedIn • Charlie Wollborg - NEWBIES! Create the content to attract an audience 60

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Social Media for Entrepreneurs

by Dave Linabury

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