Intro to Social Media

Introduction to Social Media Amit Klein November ’09 www.amitklein.com twitter.com/amitklein

What is Social Media?

“ Social Media is a conversation supported by online tools”
~ Kelsey Ruger

What is Social Media?

Agenda
Why engage in Social Media?
Case Studies (Dell, Nike+, Few Others)
How are brands successfully leveraging FB?
How are brands successfully leveraging Twitter?
When Social Media goes wrong
Social Media Analytics

Why Engage in Social Media?

“ Businesses will increasingly use social media to get closer with customers… It is getting too expensive and inconvenient to meet face-to-face in the real world, there will be more efforts to bring the conversation … to virtual communities .”
- Shel Israel

Why engage in Social Media?
Increasing Sales/Conversions
(benefits not always immediately tangible)
Improving Reputation / Authority
Increasing Brand Awareness / Reach
Building Relationships / Engagement

Case Study - Dell

In the year and a half between 2006 and 2007 negative online postings about Dell dropped from 49% to 22%
- Adweek
* http://www.adweek.com/aw/content_display/news/digital e3i1751753614c1db778979604e004b8d1c

Dell – Improving Reputation
Monitor
15,000 blog posts written daily about Dell (using Visible Technologies)
Respond
Dell launched first blog Direct2Dell
Uncensored comments, real people, human voices
Empower
Allow community members to answer problems in forums
IdeaStorm.com: Suggest ideas (10k+), vote (650k+), see results

Dell – Improving Reputation
Today
12+ company blogs in 5 languages
35 community ambassadors
30+ corporate twitter accounts

Dell – Increasing Sales
Dell has made $6.5mil in 2.5 years as a result of delloutlet on Twitter (1.5m followers)
Send coupons, clearance events, new arrival information

Case Study – Nike+

Nike’s market share (running shoes) jumped from 48% in 2006 to 61% in 2008… A significant amount of the growth comes from Nike+
- BusinessWeek
* http://www.businessweek.com/magazine/content/08_46/b4108074443945.htm

Nike Plus – Building Relationships Nike as sold 1.8 million Nike+ devices

Nike Plus – Building Relationships

Nike Plus – Building Relationships
Nike Plus community website:
tracks each run, pace, distance
comparison with other runs, runners
offline running communities
Competitions – Human Race 10k Run (1mil people)
Blogging Network
Flickr (4,000+ photos for Human Race)
Youtube (1,000+ videos for Nike Plus)

Additional Examples

Facebook Fan Pages

Facebook Fan Pages – Vitamin Water
Major advertisements go directly to Facebook Fan page
Tap into passionate user base, questions like who is better Kobe or Lebron, lots of discussion
Is a corporate website necessary anymore?

Facebook Fan Pages
Reach - Builds off Facebooks 300m users
Distribution / Virality - Actions are published directly to activity stream
Consistent Engagement - Get a fan once, push content forever

Biggest Facebook Fan Pages * Rank Facebook Fan Page Name Number of Facebook Fans 1 Michael Jackson 10mil 2 Barack Obama 6.8mil 3 Vin Diesel 6.5mil 4 Facebook 5.5mil 5 Megan Fox 5.0mil 6 Mafia Wars 4.8mil 7 R.I.P. Michael Jackson (We Miss You) 4.6mil 8 Pizza 4.6mil 9 I Love Sleep 4.6mil 10 Starbucks 4.6mil 11 Will Smith 4.5mil 12 Dr. House 4.4mil 13 I need a vacation 4.4mil 14 Lady Gaga 4.2mil 15 Coca Cola 4.1mil

Facebook Fan Pages – Coke
Coke Fan page was started by two regular users
In seven months grew to 3.3 million fans
Facebook changed rules and didn’t allow users to create branded pages
Coke teamed up with the creators of the page, flew them to HQ, gave them a tour, brought them into meetings, brainstormed ideas, made them part of the company, let them be real evangelists

Facebook Fan Pages – Coke

Facebook Fan Pages – Victoria Secret
Balance between content and advertising

Facebook Fan Pages – Alicia Keys

Facebook Fan Pages – 1-800-Flowers

Facebook Fan Pages
Don’t just sell, entertain… blend advertisements with good content
# of Fans are not as important as engagement – create opportunities for your fans to engage
Respond to fans, ask them questions, 2-way
Make it easy to share
Give early access / promotions - make people feel like they are getting something special by fanning you

Facebook Fan Pages – ZooZoos

Facebook Apps

Facebook Apps – ZooZoos

Facebook Apps - Ballers Network

Facebook Apps – Pizza Hut

Facebook Apps

Social Data Portability

Facebook Connect
Allows you to create a Facebook Application outside of Facebook
Single sign on (no need to register for the site)
Use your photo
Publish content to your activity stream
Invite people from Facebook to participate in activity
Send email from Facebook on your behalf

Facebook Connect - CNN
During Obama Inauguration CNN allowed users to chat using Facebook Connect
600,000 status updates posted during event
4,000 status updates per minute
Millions of logins

Facebook Connect - Digg

Facebook Connect – Fight Club

Other APIs
OpenSocial
Similar to Facebook Connect but for orkut, MySpace, Friendster, Ning, Yahoo! and third party sites
Uses HTML/JS/CSS
Sign in with Twitter
LinkedIn Developer Platform

Twitter

“ Twitter is about approach, transparency, and immediacy”
- Jack Dorsey, Twitter Co-Founder

Reasons for Businesses to use Twitter
Increase transparency / authenticity
Give your company a human face, voice and personality
Brand Management
Create awareness about your products (buzz)
Find out what people are saying about your company/products
Deeper Engagement
Identify your biggest evangelists
Respond to criticism / help
Increase reputation and authority
Identify Sales Opportunities
Share deals
Identify potential customers
Track Trends

Case Study - #iranelections

“ News media can’t keep pace with the new world of media consumption and the insatiable appetite for information”
- Ann Curry, NBC

#iranelection – Breaking News
Frustration with lack of mainstream coverage of Iranian elections
Mainstream news is not covering the world fast enough
TV news is episodic (played a retaped show on Sat night of Larry King while Iranians protested in the streets)
Iranian government shut off text messaging and access to most social networks – multiple ways to access Twitter
#iranelection trending topic for the last 2 weeks
Risks: fact checking, causing panic, losing credibility

#iranelection – Breaking News

Case Study - Zappos

“ Everyone knows why GMblogs and TheHomeDepot have Twitter accounts: To make more money... We'll care about you if you buy our stuff. That's the corporate quid pro quo.
Tony Hsieh uses Twitter because he likes Twitter. He writes, ... if you can talk your friends into joining it and you all use it for 2 weeks, it will change your life. You will wonder how you ever lived without it."
- Sage Lewis, Search Engine Watch

Zappos – Building Relationships

Zappos – Building Relationships
Transparent, effective use of Twitter http://twitter.zappos.com includes:
Intro to Twitter
Employee Tweets & Pics (430+ employees)
CEO most active user
Zappos Public Mentions
Highlight SuperFans
3000+ links pointing at twitter.zappos.com
Bought by Amazon for $928mil

Additional Examples

How to leverage Twitter
Setup keyword searches for you and your competitors
Engage people / participate in conversations / build trust
Gather feedback about your products / services
Share links / info
Don’t just talk about yourself! - Retweet others
Try coupons / promotions - measurable
Take orders
Contests
People are finding new uses all the time…

“ It’s pretty easy to spot those that are just joining the network purely to take –not to give. Be a part of the conversation before you need anything from anyone … share knowledge, help others, and become a trusted node and connector, not just an outlier…”
- Jeremiah Owyang

The Twitterverse

When Social Media Goes Wrong

#chetanblocks
Chetan Bhagat author of Five Point Someone, One Night at the Call Center, Three Mistakes of My Life, Two States is one of the most followed Indians on Twitter

#chetanblocks
Saad Akhtar author of webcomic flyyoufools.com responded and was blocked by Chetan

#chetanblocks
Firestorm ensued:
342,000 tweets with #chetanblocks in 2 days
What’s the difference between a Chetan Bhagat book and a leech? The leech eventually stops sucking #chetanblocks

#chetanblocks

#chetanblocks
What’s the point?
Everything you say is public, think before you tweet
Don’t launch into flame wars with fans
Things bubble up very quickly
Power of the masses (for good or bad)

Social Media Analytics

Measuring SMM
Hard, very early, no one does this well
How do you measure Reach, Authority/Influence, Engagement, Sentiment?
The metrics you use to measure (and the tools) change constantly, depending on your objectives
Don’t be afraid to throw out metrics or recalculate frequently.

Measuring SMM - Reach
Number of Friends/Followers/Fans – Facebook/Twitter
2nd Degree relationships (number of friends of friends, etc…)
Careful, friends can be bought
RSS Subscriptions / Usage - FeedBurner
Visitors to your site – Compete, Alexa, Google Analytics

Measuring SMM –Engagement
Visitor Loyalty - the number of return visitors over a period of time (1 month)
Duration - Length of time spent on site (more importantly is this number trending upwards)
Actions - The number of actions taken on the site: downloading, posting, commenting, etc...
Subscriptions - Number of visitors who have given you personal information
User Actions - Comments, posts, downloads, plays, wall posts, song plays (Facebook Insights)
Twitter DM’s and @’s

Measuring SMM – Authority/Influence
Public Mentions (Blogs) - Google Blog Search / Alerts, socialmention
Public Mentions (Twitter) - Twitter Search / Klout.net
Public Mentions (Facebook) – Facebook Lexicon
Incoming Links (Blogs) – Technorati, Twitalyzer, Google Webmaster Tools
Public mentions (music plays, youtube comments, etc…) - Trendrr
Comments about you on other sites (BackType)
Retweets – Twitter Search / Klout.net
Unsolicited Positive Responses – Twitter
Links back to your sites – Google Webmaster Tools

Measuring SMM - Sentiment
Twitter Search
Socialmention.com
Omniture - http://blogs.omniture.com/2009/02/24/implementing-twitter-data-tracking-in-omniture-sitecatalyst/
Visible Technologies
Sentiment Metrics
Radian 6

Group Project

Group Project
Form teams of 4-5 people
Partner a local NGO and create a strategy to generate awareness / solicit donations for a cause
Find a local NGO: http://www.unitedwaymumbai.org , http://mumbaionline.in/Society/NGOs/ , http://www.karmayog.com/lists/ngos.htm
Come up with an idea for a project
Send us your ideas for your project, how you will use online media to promote that initiative and how you will measure success
Next week meet with us to review your plan and get some feedback
You will have one month to execute your projects
At the end write up how the project went, the statistics you used to measure success, what troubles you encountered, and lessons you learned.

Group Project
Idea Suggestions:
Create an offline event (dinner) to raise money for an NGO participating in the Mumbai marathon - Use FB/Twitter to promote.
Create an offline event (clothes drive, book drive) – Use FB/Twitter/SEM to promote
Create an SEM campaign to solicit donations for a cause – measure using Google Analytics
Create a FB fan page to highlight a social cause – get as many fans as you can, create and promote some entertaining and enlightening content
Leverage social media tools / SEM to get volunteers for an NGO or specific event.
Ideally you should be using one social media tool as well as an SEM campaign.

Questions?

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Intro to Social Media

by Amit Klein on Dec 10, 2009

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Intro to Social Media — Presentation Transcript