ISBSM #1 - 12 Tips for Social Media Success

Social Media, Online Advertising and Web Analytics Indian School of Business Term 8 #isbsm amitklein [email_address]

Who am I? [email_address]

How will this course be taught?
Methodology:
Interactive
During class: Group discussions, Use Twitter (#isbsm): share moments you liked/didn’t, ask questions, give feedback
Between classes: Share articles with your peers, engage in conversations with people in the industry, Ask questions, Retweet, Provide feedback on sessions and what you want to discuss
Guest Speakers
Videos
Group Project

Schedule
2/27 (Sat) 5-7pm: Intro to Social Media
2/28 (Sun) 9-11am: Social Media for B2B
3/5 (Fri) 5-7pm: Intro to Paid Online Advertising
Project Proposals Due
3/6 (Sat) 8-10am: Intro to Web Analytics
Project Kickoff
3/19 (Fri) 5-7pm: TBD
3/20 (Sat) 9-11am: Project Presentations
Plus a couple mini-modules

Mini Modules
Short (20 min) topics:
Creating an investor pitch*
Copywriting for the web*
Monetization strategies for the web
Building successful web products
Social CRM
Developing Insights from Analytics
The future of Facebook and Twitter

Introduction to Social Media

Group Discussion: Is 2010 the year that Social Media goes mainstream in India?

Agenda
What is social media?
Why engage in social media?
12 Tips for Social Media Success
Indian social media usage
Recap of key lessons
Group project intro

What is Social Media?

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

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?
Use social media to:
Improve Reputation / Authority
Increase Brand Awareness / Reach
Building Relationships / Engagement
While achieving business objectives:
Sales
Advertising
PR
Customer Service
Market Research
HR
Communication / Collaboration
Other:
Breaking News
Personal Branding
Social Activism

Marketing Funnel

Why engage in social media?
The overwhelming majority of consumers who engage with a brand online move from passive “receivers” to advocates:
97% increased brand awareness
98% show increased consideration
97% are more likely to purchase a product*
*All stats in this deck from feed.razorfish.com

12 Tips for Social Media Success

ProTip #1
Make it easy to participate
Make it easy to share
Provide benefits to the participants

ProTip #2
Don’t just inform and sell, entertain

Will it Blend?
Not just for large companies
This vid: 7.2mil views
All vids: 83mil views
Sales up 5x
Now selling merchandise

Facebook Fan Pages – Alicia Keys

“ Researchers found that those who downloaded ‘free’ music – whether from lawful or seedy sources – were also 10 times more likely to pay for music. This would make music pirates the industry’s largest audience for digital sales”
- The Guardian

ProTip #3
Incentivize and reward fans with special access, deals and entertaining content
26% of consumers of followed a brand on Twitter
44% of consumers who follow a brand, do so for deals
40% of consumers “friended” a brand on Facebook
37% of consumers who “friended” a brand on Facebook do so for deals
23% follow a brand on Twitter for “interesting or engaging” content

Victoria Secret Fan Page
Blending content and advertising

@DellOutlet
Dell has generated $6.5 mil over 2 years

ProTip #4
Use coupons/promo codes to track discounts across channels

Nike Plus Nike as sold 1.8 million Nike+ devices

Nike Plus

Nike Plus
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)

ProTip #5
You don’t always have to sell… help people, add value, build trust.

Value Creation

SitOrSquat - Charmin
Identify restrooms (availability, cleanliness, handicapped accessible)
Adding real utility to users
Totally on brand

ProTip #6
Make sure your social media presence embodies your brand’s personality (on-brand)

Vodafone ZooZoos

Vodafone ZooZoos
Funny, silly, entertaining – on brand

ProTip #7
Identify, empower and reward your evangilists

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

Pizza Hut - iPhone App
3 Months - $1m in sales
Order Pizzas, Play Games, 20% discount

ProTip #8
Utility + discounts + entertainment = success

Pizza Hut – Facebook App

ProTip #9
Give users multiple platform options to access your content/services and interact with your brand

Facebook Fan Pages – 1-800-Flowers

CoffeeGroundz

ProTip #10
Be human: use your real photo, name, title, personality

@comcastcares

ProTip #11
Let your customers build your products

Dell Ideastorm

Vitaminwater Facebook Connect
Crowdsourced the flavor, name, design of new product
Huge amount of participation from fans
Makes people feel like they are helping create and shape the brand (which they are!)

Threadless

ProTip #12
Be creative – do something unexpected

Whopper Sacrifice
233,906 friends were removed by 82,771 people in less then a week
Total cost of building app: < $50,000
32mil media impressions: > $400,000

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)

Facebook

Facebook
Reach - Builds off Facebooks 400m users (200m active daily)
Distribution / Virality - Actions are published directly to news feed
Methods: Fan Pages, Apps, Connect

Facebook Apps

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

CNN - Facebook Connect
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

Times Now – Twitter/FB

Twitter

“ There’s a new tool that can help companies predict sales for the coming weeks, or decide whether to increase inventories or put items on sale in certain stores.
… it’s called Twitter”
- MIT Sloan

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…

Group Discussion: Is a Corporate Website Necessary Anymore?

Key Point
FB and Twitter are just tools, they might disappear but the concepts will remain

ProTips
Make it easy to participate and share / provide benefits for participation
Don’t just inform and sell, entertain
Incentivize and reward fans with special access, deals, and entertaining content
Use promo codes / coupons to track discounts across channels
You don’t always have to sell… help people, add value, build trust
Make sure your social media presence embodies your brand’s personality (on brand)

ProTips
Identify, empower and reward your evangelists
Utility + discounts + entertainment = success
Give users multiple platform options to access your content / services and engage with your brand
Be human, use your real name, photo, bio, title.
Let your customers help build your products
Be creative, do something unexpected

Does this stuff work in India?

India SM usage
Internet penetration around 4.2% (47mil users)*
India 9 th most Twitterers (1.7% of total users)
A medium like any other (tv, radio, mobile) – can’t be ignored
Depends on your target audience (urban, disposable income, younger)
Perception is still about traffic rather then quality/leads**

India SM usage
Conclusions:
Awareness is starting
Indian brands still experimenting
Very few successes
Once there are a few runaway successes more and more brands will jump on the bandwagon
Still in infancy, cannot be ignored.

Group Project

Group Project
Form teams of 4-5 people
Partner with a local NGO and create a strategy to generate awareness / solicit donations for a cause
There will be an Adwords component as well TBD
Deliverables:
Project Proposal (March 5 th )
how will you use social media
how you will measure success (I can help here)
Presentation (March 20 th )
10 min
What you did
how you measured up to your criteria for success
what troubles you encountered
lessons you learned
use any medium you’d like (ppt, doc, vid)

Group Project
Takes a long time to build communities – think small, but be innovative.
Idea Suggestions:
Adopt a grandparent (FB)
Ask users to post / share stories about their grandparents
100 new fans
Photo contest for underprivileged children
Give cameras to kids and post their photos
Have NGO sell best ones for donations
Create an offline event (clothes drive, book drive) – use social media only to get participation

For Next Class
Twitter
Make three #isbsm related post a day (share a link, write at someone, retweet)
Group Project:
Pick your group
Find an NGO
Come up with a campaign
How you will execute
Metrics you will use to define success

Socialnomics - ROI

Questions?

ISBSM #1 - 12 Tips for Social Media Success

by Amit Klein on Feb 27, 2010

Accessibility

Categories

Tags

Upload Details

Usage Rights

2 Embeds 590

Statistics

ISBSM #1 - 12 Tips for Social Media Success — Presentation Transcript

http://amitklein.com	588
http://www.slideshare.net	2