marketech                            revised                          and updatedtools and trends in marketing technology
i                                                                             forward                                     ...
ii                                                                                                                        ...
iii                                                          table of contents               table of contents            ...
1                                  social media mining, buzz monitoring, customer listening                               ...
2                                             social media mining, buzz monitoring, customer listening                    ...
3                               social media mining, buzz monitoring, customer listening    Social media or buzz monitorin...
4                                social media mining, buzz monitoring, customer listening    In addition, there are three ...
5                              social media mining, buzz monitoring, customer listening                                   ...
6                         social media mining, buzz monitoring, customer listening                         and analysis ca...
7                                                                                             Twitter, Microblogging & The...
8                                                    Twitter, Microblogging & The Statusphere    2009, 735,000 unique visi...
9                                                  Twitter, Microblogging & The Statusphere                               ...
10                                                  Twitter, Microblogging & The Statusphere      Best Practices      Here...
11                                                   Twitter, Microblogging & The Statusphere                             ...
12                                                             Blogging                                                   ...
13                                                                                    Blogging     sites are incorporating...
14                                                                                          Blogging                      ...
15                                                                                      Blogging                          ...
16                                                                                         Blogging       What’s Next for ...
17                                                                                         Facebook                       ...
18                                                                                             Facebook     Facebook Succe...
19                                                                                      Facebook and catalog them. “And wh...
20                                                                                   Facebook                             ...
21                                                                                         Facebook                       ...
22                                                                                           Facebook     What about Faceb...
23                                                                                                                        ...
24                                                                                              Facebook     What’s Next f...
25                                                                                              LinkedIn                  ...
26                                                                                            LinkedIn       LinkedIn Feat...
27                                                                                             LinkedIn      Ways to Use L...
28                                                                                             LinkedIn                   ...
29                                                                                                      LinkedIn       a b...
30                                Social Networking Environments                         chapter 6                   Socia...
31                                                                              Social Networking Environments            ...
Tools and trends in marketing technology
Tools and trends in marketing technology
Tools and trends in marketing technology
Tools and trends in marketing technology
Tools and trends in marketing technology
Tools and trends in marketing technology
Tools and trends in marketing technology
Tools and trends in marketing technology
Tools and trends in marketing technology
Tools and trends in marketing technology
Tools and trends in marketing technology
Tools and trends in marketing technology
Tools and trends in marketing technology
Tools and trends in marketing technology
Tools and trends in marketing technology
Tools and trends in marketing technology
Tools and trends in marketing technology
Tools and trends in marketing technology
Tools and trends in marketing technology
Tools and trends in marketing technology
Tools and trends in marketing technology
Tools and trends in marketing technology
Tools and trends in marketing technology
Tools and trends in marketing technology
Tools and trends in marketing technology
Tools and trends in marketing technology
Tools and trends in marketing technology
Tools and trends in marketing technology
Tools and trends in marketing technology
Tools and trends in marketing technology
Tools and trends in marketing technology
Tools and trends in marketing technology
Tools and trends in marketing technology
Tools and trends in marketing technology
Tools and trends in marketing technology
Tools and trends in marketing technology
Tools and trends in marketing technology
Tools and trends in marketing technology
Tools and trends in marketing technology
Tools and trends in marketing technology
Tools and trends in marketing technology
Tools and trends in marketing technology
Tools and trends in marketing technology
Tools and trends in marketing technology
Tools and trends in marketing technology
Tools and trends in marketing technology
Tools and trends in marketing technology
Tools and trends in marketing technology
Tools and trends in marketing technology
Tools and trends in marketing technology
Tools and trends in marketing technology
Tools and trends in marketing technology
Tools and trends in marketing technology
Tools and trends in marketing technology
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Tools and trends in marketing technology

  1. 1. marketech revised and updatedtools and trends in marketing technology
  2. 2. i forward forward The MarkeTech Guide to Marketing Technology and Social Media Market- ing is an updated and upgraded version based on the successful e-book originally written for the American Marketing Association in 2008. Marketing used to be simpler. Fewer technologies, fewer channels, less di- rect consumer influence and frankly, lower risk – all of which made our jobs easier. That said, I personally can’t think of a time that marketing has been more fun. Our jobs have been transformed by technology To say that much has changed in 18 months is a bit of an understatement. For example, Twitter was on the scene but was far from being a marketing opportunity. In fact, as of Q4 2008, HubSpot estimated that 70% of all Twitter users signed up in 2008 , in spite of Twitter’s founding back in March of 2006. The effectiveness of the tools that we’ve used for decades has been called into question on the past few years. It’s interesting to note that consumer time spent watching vid- eo on the “best screen available” continues to rise quarter-to-quarter while their usage and consumption of CGM (consumer generated me- dia) content represents almost 20% of their time (surely there’s someMarketech www.marketingsavant.com
  3. 3. ii forward overlap there!) but grabs a paltry 3% of the average marketing budget . Marketing technology goes well beyond and before the advent of social media. Surely, some of the tools we discuss in this e-book are social media tools. However, and more importantly, they are the state-of-the art vehicles that today’s marketers need to understand to grow their bottom line and keep pace with the ever-advancing customer base and marketplace. 10 Questions Marketers Want Answered About Digital & Social Media You’re not alone if you have more questions than answers when it comes to approaching social media marketing and market- ing technology. Michael A. Stelzner, author of the, “Social Me- dia Marketing Industry Report” , conducted a survey of 900 people regarding social media marketing. They received 700 open-ended responses and summarized the major questions marketing professionals wanted answered. I’ve included these questions because they so closely reflect the same questions that I’ve been receiving month after month while conducting the AMA’s two-day “TechnoMarketing” training course on marketing technology & social media. They include: 1. What are the best practices and tactics to use? 2. How do I measure the effectiveness of social media? 3. Where do I start? 4. How do I manage the social balance? 5. What are the best sites and tools out there? 6. How do I make the most of my available time? 7. How do I find and focus my efforts on my target audience? 8. How do I convert my social media marketing efforts into tangible results? 9. How do I cohesively tie different social media efforts together? 10. Does social media marketing work, and if so, how effective is it? One in three marketers surveyed indicated that identifying best practices, measuring results and knowing where to begin were their top questions with social media. The MarkeTech guide aims to address many of these top-of-mind questions in the following pages. 1. “State of the Twittersphere,” HubSpot. Q4 2008. http://cdnqa.hubteam.com/State_of_the_Twittersphere_by_HubSpot_Q4-2008.pdf 2. “A2/M2 Three Screen Report,” Nielsen/Netratings. Q1 2009. 3. “Media Trends: Time Spent on The Internet Continues to Grow,” Forrester Research. May 2009. 4. “Interactive Advertising Forecast (U.S.),” Forrester Research. April 2009. 5. “Social Media Marketing Industry Report: How Marketers Are Using Social Media to Grow Their Businesses,” Michael A. Stelzner. March 2009.Tools and Trends in Marketing Technology
  4. 4. iii table of contents table of contents Social Media Mining, Buzz Monitoring, Customer Listening ......1 Twitter, Microblogging & The Statusphere......7 Blogging.....12 Facebook.....17 LinkedIn.....25 Social Networking Environments.....30 Video Sharing.....34 Email.....38 Automated email (autoresponders).....42 Social Media Optimization.....44 Widgets and Gadgets.....49 Photo, Slideshow and Media Sharing Environments.....51 Honorable Mentions in Marketing Technology.....53 Appendix I: Marketing Technology Resources .....58 Glossary.....69 Sources, References and Citations.....79Marketech www.marketingsavant.com
  5. 5. 1 social media mining, buzz monitoring, customer listening chapter 1 Social Media Mining, Buzz Monitoring, Customer Listening This guide is about what leading marketers are doing with marketing technology in 2010. There are op- portunities abound for the savvy marketer, but none is more important than listening to the customer by tuning into their frequency in newsgroups, blogs, podcasts, and social media sites. In fact, as the market- ing mix moved from a ‘monologue’ model to one of dialogue and conversation, success with marketing technology will be predicated on a successful buzz monitoring and customer listening strategy. What Is Social Media? Social media are primarily Internet- and mobile-based tools for sharing and discussing information among humans. It most often refers to activities that integrate technology, telecommunications and social interaction, as well as the construction of words, pictures, videos and audio. Social networking, on the other hand is nothing new. Hu- mans are all about everyday social interaction; social me- dia offer ways to exchange information through the use of a few clicks or uploads. What Is Buzz Monitoring? Marketers are known for talking, not listening. Sure, we lis- tened, but if advertising history is telling of anything it tells us that marketers love to produce “stuff” that they hope consumers will like. Social media listening and buzz moni- toring flips that mind-set; it’s a phrase used in online pub- lic relations and social media marketing to track relevant conversations on the Internet. It provides great opportunityTools and Trends in Marketing Technology
  6. 6. 2 social media mining, buzz monitoring, customer listening to learn at a grassroots level what people really think about your brand, products or services in the statusphere, the collection of all the online conversation in social networking areas such as Facebook, Twitter and others. By monitoring the online conversation happening in blogs, forums, social networks and other social media channels, Buzz monitoring can businesses can bring the voices of their customers directly into their be accomplished by marketing departments and cut down on the need for expensive market research tools such as focus groups and phone surveys. In paying for the fairness to the market and marketing researchers worldwide, social service through a media listening will never fully replace a scientifically developed major provider of panel, customer advisory board or survey that gives us statistically online conversation significant and valid data on which to base our marketing decisions. monitor methodol- ogy, or can be done Why Social Media Monitoring for 2009? in house through a While there are a good number of large organizations engaging a variety of free professional firm to understand the marketing conversation about services that are their business, products or services, there are countless other com- panies – from small business to Fortune 1000 enterprises – that have available to all yet to learn what the buzz is about. People are talking through blogs, marketers. social networks like Facebook and Twitter, wikis, etc. Knowing what they’re saying is crucial because their discussions influence consum- er attitudes and behaviors and show up prominently in search re- turns, all of which affect your business. It’s a huge change because businesses no longer own their own brand. For a growing number of companies, hiring a full-time social media marketer is the way they ensure they interact sufficiently with their customers via Facebook, Twitter and other online sources. Dell, for example, has more than 40 full-time employees charged solely with social media marketing on behalf of the brand. Wells Fargo has had a vice president of social media since 2005. Buzz monitoring can be accomplished by paying for the service through a major provider of online conversation monitor methodol- ogy, or can be done in house through a variety of free services that are available to all marketers. It All Starts With Social Media Monitoring In order to fully engage in a customer community, develop a wid- get, or produce a worthwhile video that goes viral; you need to be in touch with the buzz about your business. Consumers want to talk to consumers. They don’t trust marketers; they trust each other. Social media is a linkable, findable conversation medium and your cus- tomers are talking about you, right now, and you likely don’t know what they’re saying (Yet!). 1. “Coining the Statusphere: The Social Web’s Next Big Thing,” Brian Solis. March 2009. http://briansolis.tumblr.com/post/85090914/coining-the-statusphere- the-social-webs-next-bigMarketech www.marketingsavant.com
  7. 7. 3 social media mining, buzz monitoring, customer listening Social media or buzz monitoring can be done professionally. Firms like Radian6, Vocus, ScoutLabs, Cym- fony and dozens of other companies have sprung up to go beyond the blogs. They’re monitoring and tracking ALL mediums used by social media-enabled consumers. It’s more than just listening; it’s about applying benchmarks, heuristics and intelligence around social media, not just one-dimensional DIY tools. How Do Marketers Find Out Who’s Talking and What Do They Measure? There are different parts of the conversation - enterprise, mainstream media, and consumer generated content. Unless you’re monitoring the buzz, you won’t know what’s there. In every social media moni- toring program, there are a few fairly obvious things that every marketer should track. If you need more reasons to track social media, think of the new product ideas, keyword research for SEO, warnings of possible scandals and customer reactions that you’ll be able to amass.Tools and Trends in Marketing Technology
  8. 8. 4 social media mining, buzz monitoring, customer listening In addition, there are three key metrics involved in what is referred to as “Online Reputation Manage- ment”: 1. Share of voice. This is a measurement of how much and to what degree people are talking about you. 2. Tone of voice, a.k.a. “Sentiment analysis.” This is a measurement of whether the conversation is largely positive or negative. If the sentiment is positive, reward those who speak well of you. If the tone is largely negative, you need to take action to get to the root of the problem IF one really exists. If it’s based in misinformation, you’ll need to engage the critics and correct their misunderstanding. 3. Trends over time. It’s important to monitor the above metrics over time to see the effects of your advertising, marketing and public relations efforts. Best Practices for Monitoring the Conversation Getting started monitoring the online conversation can be pretty straightforward, but there are a few guidelines that can help you get a jump start. 1. Look for evangelists and help the spread the good word 2. Engage with ‘middle ground’ consumers to influence them. 3. Look for “incidental detractors” and engage with them to fix problems. 4. Seek out and minimize “determined detractors” - the people who just can’t seem to be happy. Monitoring StepsMarketech www.marketingsavant.com
  9. 9. 5 social media mining, buzz monitoring, customer listening 1. Conversation discovery – Use brand monitor- ing services, keyword watch lists and alerts or, at a minimum, at least doing persistent searches? 2. Conversation aggregation – How are you gathering your data? Options include Google Reader or MyYahoo. 3. Conversation escalation – The decision to move from passive to active participation in online conversations. 4. Conversation participation – Determining how to participate. It could be via emails, comments, posts, tweets, etc. OR you can participate more indirectly through social bookmarks, tagging, etc. 5. Conversation tracking – There are many op- tions, from customer relationship manage- ment software to review of email strings. What’s Next for Social Media Listening/Buzz Monitoring? There is a move from the belief that markets are conversations to a scenario in which online conversations are becoming markets – or, at a minimum, that there’s a market for monitoring conversations. A whole class of technologies is emerging to help companies track the conver- sations exploding online. More and more com- panies are embracing social media monitoring. A reported entitled “Social Media Monitoring and Analysis: Generating Consumer Insights From Online Conversation” produced by the Aberdeen Group, determined that 52 percent of companies currently had a social media monitoring and analysis solution in place and another 33 percent either had budget planned for these solutions within the next 12 months, or were interested in the technologies and were evaluating providers. In addition, survey respon- dents indicated that social media monitoringTools and Trends in Marketing Technology
  10. 10. 6 social media mining, buzz monitoring, customer listening and analysis can benefit a greater than expected number of corpo- rate functions, from customer care to public relations and legal. What to Monitor Buzz Monitoring Tools •Blogs •Google or Yahoo Alerts •Newsgroups •Google Blog/Web Search What to Track? •Social networks •Google Reader Company name •Podcasts •Google Trends or Trendrr •Q&A venues (i.e., Yahoo An- •Twitter Products/Brands swers) •YackTrack Executives •Search engine results •Social Mention Key Customers •Wikipedia •FriendFeed search Patents •Technorati Press releases •Serph Competitors •SocialMention Stocks •FeedRinse •BlogPulse Services •Backtype •BoardReader •Summize (search.twitter.com) •Filtrbox.com •Flickr (photos) •YouTube (videos) •Facebook Lexicon ml g.ht onitorin % 20m edia l%20m m/ socia o.co jroman d avid ww. ttp://w n o-h rma avid A from: D rced SouMarketech
  11. 11. 7 Twitter, Microblogging & The Statusphere chapter 2 Twitter, Microblogging & The Statusphere Microblogging is a Web service that allows the subscriber to broadcast short messages to other subscribers of the service. The appeal of microblogging is both its immediacy and its portability. Posts are brief – typically 140 to 200 characters – and can be written and received by a variety of devices including cell phones. Although most microblog broadcasts are posted as text, some services allow video or audio posts. Microblogging is slowly moving into the mainstream. In the United States, President Barack Obama microblogged from the campaign trail using Twitter, one of the most popular microblogging ser- vices. Traditional media organizations, including The New York Times, have begun to send headlines and links in microblog posts. Microblogging is Growing. Fast. A survey from Nielsen showed that between February 2008 to February 2009, Twitter grew at a whopping 1,382 percent growth rate. In Feb- ruary 2008, it had 7.038 million users in comparison to the 65.7 million on Facebook at the same time. Twit- ter, which counts the 35-to-49-year- old age range as its biggest demo- graphic) has a huge advantage in that it is easy to use via a mobile phone (whether through mobile Web or text messages). In January http://www.businessinsider.com/chart-of-the-day-comparing-the-first-three-years-of-growth-2009-4Tools and Trends in Marketing Technology
  12. 12. 8 Twitter, Microblogging & The Statusphere 2009, 735,000 unique visitors accessed Twitter through their mobile phones. The average unique visitor went to Twitter 14 times during the month and spent an average of seven minutes on the site. And since people are on their computers or their cell phones mul- tiple times a day with Twitter, it’s an ideal tool for selling something online. Another microblog innovator is Buzzable, which attempts to cre- ate in-social networks on a microblog platform. In other words, by creating small networks of highly targeted individuals, you can distribute time-sensitive materials and collaborate in a community without having to create an entire social network. What Marketers are Doing With It Marketing savvy companies are using Twitter in a multitude of ways, primarily to establish contact between its staff and custom- ers, giving the company an aura of being human and approach- able. Dell Computer, on the other hand, has several customer ser- vice people who find complaints about the company’s products and address them at the earliest possible opportunity. They also offer more general technical advice. Case in point: Zappos.com Online shoe and clothing retailer, Zappos.com, CEO Tony Hsieh regularly uses Twitter to update on anything from work travels to what he is eating to company news. All Zappos employees are allowed to join Twitter and/or write for the company blogs. The company also sues Twitter to engage with customers and provide Microblogging personalities for the people working at Zappos. Twitter is an excel- lent tool to show a personality and have fun. Twitter has enabled Tools this and other companies to put a personal face on an imperson- ► Microblogging Tools al entity: the corporation. To date, Hsieh has used his account to ► Twitter share details about what he’s up to, provide behind-the-scenes ► Neighbr info about what it’s like to work at Zappos, launch a Twitter con- ► Buzzable test asking people to help them rewrite their confirmation emails, ► Shout ‘Em incubate an idea for polling customers on Twitter and explain why ► Ning he’s using Twitter. Collectively, these efforts are putting a human ► Pownce face on the company and engage customers more deeply. ► Plurk ► you are Case in point: Dell ► Identi.ca Twitter is especially suited to promoting online contests. It can also be used as an additional sales channel; Dell’s Twitter account Del- ► Jaiku lOutlet has generated about $500,000 in sales by offering special ► Kwippy discounts to Twitter users.Marketech
  13. 13. 9 Twitter, Microblogging & The Statusphere Case in point: Ben and Jerry’s Ben and Jerry’s turned to microblogging to further its engage- ment with loyal consumers. The company wanted a social media program that would align with the Ben & Jerry’s mission of “Peace, A social media Love and Ice Cream,” fit its culture and met its “key performance campaign by Ben indicators” of relationships strengthened and built. They partnered with a social media marketer to create a peace sign mosaic to & Jerry’s yielded which users could contribute pictures and text with their own vi- a 42-fold increase sion of world peace in celebration of the new “Imagine Whirled in time spent en- Peace” ice cream. The campaign is available at www.benjerry. gaged with the com/imagine. Website, strength- The results: The campaign yielded a 42-fold increase in time spent ened existing rela- engaged on the site. The campaign also strengthened relation- tionships and in- ships with loyalists and introduced younger audiences. troduced younger audiences.Tools and Trends in Marketing Technology
  14. 14. 10 Twitter, Microblogging & The Statusphere Best Practices Here are a few basic steps to help you get the most out of using a microblog without getting Ping.fm yourself in too deeply, or overwhelming others: 1. Consider your audience. If you’re speaking to Ping.fm is a free social networking friends, it’s OK to share personal details. But if and microblogging Web service that your feed is open to the public, make sure it’s enables users to post to multiple so- something of value to them. 2. Post regularly but don’t go overboard. Blog- cial networks simultaneously. Making gers often feel the need to update their blogs an update on Ping.fm pushes the up- regularly, and the same rings true for microb- date to a number of different social logging. Web sites at once, so users can avoid 3. Don’t include personal details in an open logging into multiple accounts to broadcast. If your feed is public and you have a lot of followers you don’t know well, leave send the same message to different out specific details about where you are and groups and contacts on the Internet. what you’re doing. It’s a huge time-saver, making it par- 4. Turn off phone alerts for feeds that don’t feed ticularly appealing to social media you. If you get too many text messages from and online marketing professionals. Twitter feeds that aren’t relevant to you, you can stop getting text alerts from that person or completely remove the person from your Ping.fm groups services into three cat- friend list. egories – status updates, blogs and microblogs – and updates can be Leverage Microblogging to Help sent to each group separately. Users Your Business These Ways: can configure their Ping.fm account 1. Monitor your industry and competitors. South- to aggregate content to services like west Airlines, for example, has used micro- WordPress.com, Facebook, LinkedIn, blogging to keep an eye on long lines at its Twitter and many more. airport gates so it can respond to and help passengers. 2. Track conversations about companies and their brands. 3. Grow sales. Zappos CEO Tony Hsieh, for example, may occasionally give away shoes through Twitter, building loyalty to the brand that will result in additional sales in the future. Dell has used Twitter to broadcast closeout sales on product lines. 4. Enhance customer service. Microblogging posts can be directed to the general audience from a user; to a particular user but read by the general audience; or to a user via a direct message. An employee can follow these posts and address a customer’s request in any of them quickly, directly and personally. 5. Expand communication with stakeholders. Distribute short messages to direct readers via URLs to your Web site, blog or other Web sources where you can offer more information about the company or relevant issues.Marketech
  15. 15. 11 Twitter, Microblogging & The Statusphere Twitter Do’s and Don’ts Do’s • Do create a Twitter profile that helps people verify your legitimacy • Do let consumers know who they are talking to (a real person, not a bot) • Do protect consumer information • Do provide customer care and feedback • Do include your social media affiliations on your cor- porate Web site • Do empower your Twitter representative to make a difference • Do see what other businesses are doing on Twitter • Do use Twitter search engines for keyword searches around brands, products and topics of inter- est. • Do follow Twitterers with similar interest to establish a brand presence with conversation • Do use Twitter to start a conversation – ask your followers to come up with new ideas or ask what they’re doing now • Do learn about customer needs – what other things are customers interested in? • Do advertise an event or promotion • Do ask questions and get feedback from your followers • Do engage consumers in co-creation and get constructive insights for future company develop- ments or publications • Do follow the Blogger Code of Ethics (be transparent in your reason to Tweet, Respect other Twit- terers, think before you direct message, make sure your message directly relates to those you are reaching out to, provide value to your followers). Don’ts • Don’t use Twitter to push ads or brand messaging. • Don’t just Tweet but also follow others to join in or start a conversation. • Don’t use Twitter to tell your everyday tasks; make sure your Tweets are valuable. • Don’t Tweet anything about clients, co-workers or others that you would not want them to see. Where Is Microblogging Going? While Shout ‘Em and Buzzable haven’t hit Twitter’s strides, they and thousands of other microblogs are appearing on the Internet everyday. Eventually, it’s anticipated that the microblogging world will become so cluttered that segmentation will be required to specific niches and targeted industries.Tools and Trends in Marketing Technology
  16. 16. 12 Blogging chapter 3 Blogging A blog (a contraction of the term Weblog) is a type of Web site, usually maintained by an individual with regular entries of commentary, description of events or other material such as graphics or video. Entries are commonly displayed in reverse-chrono- logical order. The word “blog” can also be used as a verb, meaning to maintain or add content to a blog. The ability for readers to leave comments in an in- teractive format is an important part of many blogs. Most blogs are primarily textual, although some fo- cus on art (an artlog), photographs (photoblog), sketches (sketchblog), videos (vlog), music (MP3 blog) and audio (podcasting). A blogosphere is the collective community of all blogs. Since all blogs are on the Internet by defini- tion, they may be seen as interconnected and so- cially networked. Discussions “in the Blogosphere” have been used by the media as a gauge of pub- lic opinion on various issues. But as the Blogosphere grows in size and influence, the lines between what is a blog and what is a mainstream media site be- come less clear. Larger blogs are taking on more characteristics of mainstream sites and mainstreamMarketech
  17. 17. 13 Blogging sites are incorporating styles and formats from the Blogosphere. In fact, 95% of the top 100 US newspapers have reporter blogs. Blog Basics Blogs have been around since the late 1980s or early 1990s, but the official terms Weblog, blog and blogging didn’t surface until It has been 1997 and gained popularity a few years later. Blogs are often estimated that by the foundation of corporate social media and customer com- 2013, 128.2 million munity programs. Currently, 27.9 million U.S. Internet users have people--almost a blog they update at least once a month, and they represent 60% of all users-- 14 percent of the Internet population. By 2013, 37.6 million us- ers will update their blogs at least monthly, according to emar- will read a blog keter.com. at least once a month. Even more important than the number of bloggers, though, is the number of blog readers. eMarketer estimates that in 2009, 96.6 million U.S. Internet users will read a blog at least once a month. By 2013, 128.2 million people, or 58 percent of all users, will do the same. While blogs in the beginning were used for one-way expression, they’ve evolved into two-way conversa- tions. This interactive format presents new opportunities for mar- keters to influence – and monitor – conversations that might be relevant to their businesses. Only 16 percent of Fortune 500 The bottom line is that blogging is a global phenomenon. Blog- companies have a gers have been posting for an average of three years and are public blog, collectively creating close to 1 million posts every day. which means tremendous Who’s Using It opportunity for There is tremendous room for opportunity on blogs not only in the small business market, but also in the Fortune 500 segment. these companies Only 16 percent of these companies surveyed have a publicly to engage their facing blog, according to a new study by Nora Ganim Barns, audiencece Ph.D., chancellor professor of marketing at UMass Dartmouth through blogs. and Eric Mattson, CEO and Financial Insite. Eighty-one (16 per- cent) of the primary corporations listed on the 2008 Fortune 500 list have a public-facing corporate blog with a post in the past 12 months. These early adopters include three of the top five corporations (Wal-Mart, Chevron and General Motors). Blogging differed by industry type, with computer software, peripherals and office equipment companies having the most blogs (eight). Compa- nies in this category include Xerox, Dell, Microsoft, Oracle and EMC. The telecommunications industry represented by compa-Tools and Trends in Marketing Technology
  18. 18. 14 Blogging nies like Verizon, Sprint and Virgin Media had five of the blogs studied. Food-related companies like McDonald’s, Tyson, Whole Foods, General Mills and Safeway also had five blogs. 11 Reasons Why Blogging Matters Of those using it, their uses and appeal vary widely. For example: 1. It brings ideas out to the public. • Wal-Mart has a checkout blog geared to the con- 2. It provides a forum for communi- sumer and discussing the latest in gadgets, green, cating. gaming, etc. 3. It showcases new ideas. • Coca-Cola’s conversations has a single author 4. It presents different perspectives. blogging about the history of the company. • Southwest Airlines has multiple authors writing 5. It allows for disintermediation tradi- about corporate culture, developments, services tional media (if something written and offers, and is very clear about its call to ac- about you was wrong, set the re- tion – access to exclusive Southwest offers. cord straight). 6. It allows people to find you through search and search engines love blogs. The Blogging Bottom Line 7. It empowers people to respond. According to Technorati: State of the Blogosphere 8. It allows for communication with 2008 report, The majority of bloggers we surveyed currently have advertising on their blogs. Among very niche segments. those with advertising, the mean annual invest- 9. It allows you to spark conversation. ment in their blog is $1,800, but it’s paying off. The 10. It encourages collaboration with mean annual revenue is $6,000 with $75K+ in rev- community to solve problems. enue for those with 100,000 or more unique visitors 11. It helps to create your brand and per month. Note: median investment and revenue get your message out. (which is listed below) is significantly lower. They are also earning CPMs on par with large publishers. Bloggers are sophisticated in using self serve tools for search, display, and affiliate advertising, and are increasingly turning to ad and blog networks. Many bloggers without advertising may consider it Why when their blogs grow – the inability to set up adver- Marketers blog tising will not be a factor. • Establish authority • Converse with customer base • Search related benefits Tips for Creating An Effective Blog • Instant feedback, reciprocity and • Create an authentic blog personality. Don’t commitment formulate your posts – let your real voice shine • Easy syndication with RSS through. Its casual, conversational, anything-goes nature makes it both so appealing to blog writ- ers and readers - and so potentially dangerous to business.Marketech
  19. 19. 15 Blogging • Go into your blog writing with the intent of writing to Blog search inform, not to sell. • Set clear objectives for your blog management. Why engine does your organization want to blog? Evaluate the Technorati has: benefits and assess the risks before leaping in. • Look at other industry blogs to see how they are en- • indexed 133 million blog gaging their readers and see what response they’re receiving. records indexed since • Comment on other blogs to leave a footprint back to 2002 your own. Quality on-topic and knowledgeable com- • tracked blogs in 81 lan- ments will engage readers to inquire more about the guages since June 2008 writer. • determined bloggers col- • Be consistent. In the beginning, try to post at least lectively create 1 million three times a week. posts per day • Keep it simple. Don’t get caught up in the length of • learned that company your posts. The key is to make them interesting and information or gossip and valuable. everyday retail experi- • Allow comments. You can moderate them, but com- ences are fodder for the ments create the viral effect by allowing readers to majority of bloggers interact with you. Monitoring is crucial. • Use a succinct and appealing headline. This is what draws your reader in. • Ask for some action in your post. • Provide unique content that makes your blog a desti- nation for the user. Top • Link your blog to other reputable sources of informa- bloggers, tion. Blog links can also help in increasing the page ranks of the blog. according to • Use newsletters to promote engagement. Cisonblog, are: • ReadWriteWeb • Mashable • Seth Godin’s Blog • Scobleizer • How to Change the World • ChrisBrogan.com • Micro Persuasion • Successful Blog • Marketing Pilgrim • Logic + EmotionTools and Trends in Marketing Technology
  20. 20. 16 Blogging What’s Next for Blogging Today, blogs are everywhere and they have changed the way publishing works. What used to be about a cluster of a minority around a single tool now refers to hundreds of millions of people us- ing a warehouse of tools so that they can behave online the way they do in real life. Collectively, we’ve entered the “Age of Normalization in the Blogosphere,” according to Shel Israel, social me- dia writer and speaker, co-author of Naked Conversations. The process which content is created will continue to evolve. This past year included the introduction of countless “microblogs” such as Twitter, long blogging and video blogging prompting the creation of microcommunities. Video is anticipated to become increasingly important to convey complex messages that are often lost in text.Marketech
  21. 21. 17 Facebook chapter 4 Facebook Facebook is a social networking Web site; users can join networks organized by city, workplace, school and region to connect and interact with other people. People can also add friends and send them messages. The Web site’s name refers to the paper facebooks depicting members of a campus community that some colleges and prep schools give to incoming students, faculty and staff as a way to get to know each other on cam- pus. In fact, Facebook originated with college students at Harvard University. Today, Facebook has catapulted into the lead of social networking sites. As of Jan. 4, 2009, Face- book had more than 42 million users in the U.S. alone. The biggest surprise is that Facebook’s 35-54-year-old demographic segment has contin- ued to grow the fastest and even accelerated to a 276.4% growth rate over the past six months. It’s definitely not your college student’s Facebook anymore! According to Facebook, it has more than 200 million active users and more than 100 million of those log on to Facebook at least once each day, and two-thirds of Facebook users are outside of col- lege age. Not surprisingly, people who use Facebook on their mobile devices are almost 50 percent more active on Facebook than non-mobile users. About 30 million active users currently access Facebook through their mobile devices.Tools and Trends in Marketing Technology
  22. 22. 18 Facebook Facebook Success Stories Business-to-consumer: Spe- cialty Color Services. This photo retail business de- Best Practices for cided to use Facebook to promote their business and Marketing in Facebook to showcase how much they Based on the experiences of organizations marketing in care about their work and the photography industry. Facebook and conversations with small- and medium-size They wanted to show how business owners, several best practices for using Face- much they adored their pas- book have been identified, including: sionate, enthusiastic and loy- • Assign a specific person to create and manage your al customers in the process. company’s Facebook Page. It’s important to post new They used Facebook to get their message out: Photo- information, photos and videos regularly to keep it fresh. graph your love. They spread • Respond to messages and questions left on your Page’s the word about a contest discussion board and “Wall” within 24 hours. built around that theme. • Post all of your events, videos and relevant photos to Participants were encour- Facebook. Consistent activity and active sharing are aged to upload photos rep- critical to Facebook success. resenting their interpretation • Don’t fall victim to the mentality: “If I build it, they will of Photography your love to the Specialty Color Services come.” Develop a strategy to attract fans, which may Facebook page. In the pro- involve both paid and unpaid approaches. cess, they would “Become • Promote your Facebook Page outside of Facebook to a Fan” on Facebook and via attract more fans. This can be as simple as adding a word-of-mouse, encourage line to your current marketing or PR materials, such as others to do the same. “Find us on Facebook.” Be sure to review Facebook’s guidelines for external promotion. Facebook also offers When the contest ended in January 2009, Specialty Col- a “Share” button you can add to your Web site to make or Services had received al- it easier for your content to be shared on Facebook. most 2,000 entries, boosting business and re-creating the community feel that owners Gabe Cano and Glen Hodges said they missed from their days running a smaller photo business. They also posted videos on Facebook (such as one in which Gabe talked about the store’s Valen- tine’s Day services). Since he began doing the videos, Gabe said that when people call the store and recognize his voice, they want to talk. He finds this to be an “amazing level” to achieve with a customer he may never have met. Now, they have a forum for customers to come and share their love, and to establish relationships with customers beyond the retail transaction. The store said they are able to add to their level of authenticity, something they can’t get from a Web site or e-mail campaign. In the end, Gabe and Glen are photofinishers and do tell their customers it’s critical to print their pictures and store themMarketech
  23. 23. 19 Facebook and catalog them. “And when you build that trust with them through Facebook, they’ll be more willing to do that,” he said. Business-to-consumer: IntenCity Global. Bryce Gruber, the owner of this marketing and public re- lations firm in New York, used Facebook to draw more than 300 people to an opening party for a clothing store that expected would only attract 150 to 200 people. She said the people who learned about the party through Facebook bought several thousand dollars in merchandise. Her approach is to post information and reminders about her events regularly, and to upload plenty of party pic- tures afterward. Each day, she gets 20 to 30 messages on her wall and keeps that going with quick replies. The effort means she shows up often in her Facebook friends’ news feeds, where people are notified of their friend’s activities on Facebook.Tools and Trends in Marketing Technology
  24. 24. 20 Facebook How Nonprofits Can Benefit from Facebook Nonprofits can probably benefit most from the use of Face- book, versus their for-profit peers, in that they don’t have to make a financial expenditure to reap its benefits. Instead, using Facebook for nonprofits requires personnel resources. 20 Ways to market Here are a few innovative ways nonprofits can benefit from in Facebook having a presence on Facebook 1. Profile Page 1. Raise funds for the organization’s fund-raising campaign 2. Find and communicate with potential supporters and 2. Groups create a sense of community 3. Pages 3. Stir and broaden support for important social issues 4. Empower members to engage in their own actions 4. Events 5. Organize, promote and manage events 5. Notes and Photos 6. Promote the organization’s blog, latest news, meetings and other Web content 6. Messages 7. Raise public awareness and money for advocacy efforts 7. Marketplace 8. Find and recruit volunteers – the abundance of young professionals on Facebook make it an ideal place to at- 8. Share/Posted Items tract volunteers 9. Networks 9. Create a single branded page of your organization’s work 10. Mini Feed and 10. Stay in touch with core audiences on an ongoing ba- News Feed sis – flexibility to have open, closed or secret groups as 11. Social Ads needed 12. Contests Tips for Effective Facebook Marketing 13. Polls Facebook offers a number of features that can be used to 14. Facebook Platform market products and services, as well as a business’ Web site. For example, Facebook Ads offer the ability to target a niche Ad Networks market based on age, gender, interests, location and more. 15. Sponsored Facebook Groups If you’d like to begin without making a financial expenditure, here are a few ways to tap Facebook’s grassroots marketing 16. Profile Box potential: 17. Mini Feed • Create a profile. This is your presence and expressed the 18. News Feed passion you have for your brand. It’s a crucial page and 19. Invitations the most frequently browsed page of your online presence. Share the story of your product or service, how you started, 20. Email Notifications how you’ve grown/evolved, where you’re headed, etc., here.Marketech
  25. 25. 21 Facebook • Promote events. Post your marketing events, training pro- grams or even company news here to your customers, partners and world at large. • Send messages. You can send them to a more captive Organizations have group (those who are in your network) or out of your net- tapped Facebook work as well. Fan Pages, Groups • Conduct polls. You can conduct market research on your target market using this offering. One of the greatest ad- and social ads. vantages is that you’ll likely receive a large number of re- With Facebook’s sponses in just hours. array of options for • Join pertinent groups. Use the site’s group feature to net- businesses to con- work with your target audience. nect with custom- • Create a group for your business. Groups are the oldest and simplest way to build community around your brand ers, it is quickly mov- or company on Facebook. This will serve as a central place ing from a “nice to for people to congregate and participate in conversations have” to a “must around your brand. You can post photos, discussion topics, have” element in videos and links as well as easily send news and updates to your business your group members as often as you like. Groups are also one of the simplest ways to do viral marketing on Face- outreach strategy. book. An alternative is to create a page for your business; these are similar to groups but are more customizable and get more prominent “real estate.” • Assign a specific person to create and manage your com- pany’s Facebook page to ensure it features new informa- tion, photos and videos. Consistent activity and active sharing are critical to Facebook success. • Create a marketing strategy for Facebook so you attract fans; this may involve both paid and unpaid approaches. • Promote your Facebook page outside Faebook - ad it to your marketing materials, Web site, etc. • Establish a Facebook badge. Facebook describes its badge feature as a “customizable way to share your Facebook in- formation on other Web sites.” Creating your own Badge will link Facebook friends to your company’s Web site.Tools and Trends in Marketing Technology
  26. 26. 22 Facebook What about Facebook Advertising? With the ability to reach into a rich and interactive base of 250,000,000 people on Facebook, it can be a marketer’s dream or a marketer’s nightmare, depending on your approach. Successful advertising campaigns on Facebook are dependent on a few factors. Target, for one, has had much success with their Facebook campaigns. Certainly, as a large consumer brand with broad appeal and the budgets that they can allocate for testing make Target a challenging act to follow for most marketers. However, there are scores of marketers with far more obscure products and target markets who are finding success with Facebook advertising ranging from agricultural chemical manufacturers to welding to appliance companies Facebook advertising is a very new field, with new strategies, tactics and ideas that have never been used before. No one has figured it all out yet, but unlike channels like Google AdWords, the competition is less, and the potential rewards are much larger than many other more traditional methods. When looking at the Facebook campaign AKQA ran for Target, AKQA did exactly what you are supposed to do when running an social media marketing campaign. Here are some of the lessons learned from that campaign. Adjust the message for your audience and use unique targeting tools Rather than just talking to their audience, they made their campaign more about party planning. “Our attitude had to be that we were taking advantage of an environment that already exists; we aren’t there so much to tell a story, but to put on a party, giving the students a platform for social interaction,” says Mauro Cavalletti, AKQA’s creative director.Marketech
  27. 27. 23 Facebook Target and AKQA monitored Facebook to track the conversation One of the key differences between advertising or engaging in Facebook and any other type of “non social-network advertising” is that you have to engage, or be social, so to speak, to track how your ads are performing and to stay engaged with the audience for the duration of the campaign. This goes double if the landing page or call to action for the ad is a Facebook group or fan page where people are expected to comment or post. The ads need to speak the language of your audience The ads, the landing page, and everything about a Facebook campaign need to be highly relevant for the audience, which almost goes without saying, but they also need to speak the language that the audience speaks – right down to the keywords in the ads. Marketers are getting great results with Facebook In Target’s case, they were able to effectively measure the ROI of their Facebook efforts. By September 31, the sponsored page had 7,176 members, 409 photos, 483 posts and hosted 37 discussion groups. Many of the posts provided positive feedback on Target stores, members informed other members where good deals were, which Target store had short coffee lines, and bargain shoppers praised the “dollar bins”. All that having been said, Facebook campaigns are not for everyone. Wal-Mart has had their share of failures with Facebook, Wal-Mart’s failure was due, in large part, to their decision to restrict comments and feedback on its Facebook page to “Wall Posts” instead of having a discussion board like Target did. Their reluc- http://www.insidefacebook.com/2009/02/14/facebook-surpasses-175-million-users-continuing-to-grow-by-600k-usersday/ tance to truly engage in the social aspect of social media advertis- ing was the beginning of their undoing.Tools and Trends in Marketing Technology
  28. 28. 24 Facebook What’s Next for Facebook? Facebook is an evolving animal; in early 2009, it underwent several changes in the form of its de- sign format (which people either loved or hated), its terms-of-service agreement (which generated controversy), the departure of Gideon Yu, its chief financial officer, its cash flow situation (in April 2009, its CFO indicated Facebook doesn’t need additional financing and is not short on money). Perhaps the most controversial of all the changes is the opening of part of Facebook’s code to the public in April 2009 (Facebook Open Stream API); third-party developers can now build Facebook applications that will allow users to post status updates, share pics and links and interact with most elements of the site without visiting Facebook.com. This is sure to impact the traffic levels and the resulting potential touchpoints for businesses advertising on Facebook. Not surprisingly, Facebook’s future is largely in the hands of its users – literally, those who use mobile devices. The number of Facebook’s users who access it via their mobile device every day is four million – and growing. With the increased use of superphones, mobile and wired Web are going to become tighter than ever. Looking forward, Facebook is open to a much broader inflow of ad dollars given that it is designed for both casual users and professionals.Marketech
  29. 29. 25 LinkedIn chapter 5 LinkedIn LinkedIn is a business-oriented social networking site founded in December 2002 and launched in May 2003 mainly used for professional networking. As of May 2009, it had more than 39 million registered users spanning 170 indus- tries. The site began as a resume-sharing site with networking functionality. Although it has been around for several years, its site traffic grew 153 percent in 2008 and 319 percent since 2007. In today’s economic climate, it’s no wonder LinkedIn is thriving. Overall traffic has more than doubled to 6.9 million users in February 2009 from 3.3 million a year earlier. LinkedIn continues to be the destination for people who want to connect for business ONLY. Other social networks typically have professional and personal components. LinkedIn Success Stories Business-to-business – Davis & Kelthau, s.c. In fall 2008, this Milwaukee law firm joined LinkedIn at the urging of the firm’s director of marketing and business development. Among the attorneys who took her advice was a partner who was skeptical at first. But, he later told that, in response to two of his emails asking clients to connect, not only did they accept his invitation, but also con- tacted him saying, “I’ve been meaning to get in touch with you about…” and two new matters landed on his plate with very little effort on his part. Business-to-consumer. Employers are increasingly relying on LinkedIn to recruit and vet their potential hires. Drew Patterson, vice president of marketing for Kayak.com, used the site to find two of the five employees he hired last year, paying $195 to list his job posts for 60 days.Tools and Trends in Marketing Technology
  30. 30. 26 LinkedIn LinkedIn Features • At the root of LinkedIn is the intent to allow registered users to maintain a list of contact de- tails of people they know and trust in business. The people in the list are called Connections. This list can be used in a number of ways: o A contact network is built up consisting of their direct connections, the connections of each of their connections (termed second degree connections) and also the connec- tions of second degree connections (termed third degree connections). This can be used to gain an introduction to someone you wish to know through a mutual, trusted contact. o It can then be used to find jobs, people and business opportunities recommended by someone in one’s contact network. o Employers can list jobs and search for potential candidates. o Job seekers can review the profile of hiring managers and discover which of their existing contacts can introduce them. • The feature LinkedIn Answers allows users to pose questions for the community to answer. • The searchable LinkedIn Groups feature allows users to establish new business relationships by joining alumni, industry or professional or other relevant groups. • Make or obtain recommendations of people with whom you are connected. These online testimonials – a key component of your LinkedIn profile – not only enhance your profile’s completion percentage, but also give people researching you a reference point for how professional and credible you and your business are. Top Tips for Effective LinkedIn Marketing LinkedIn is the biggest business networking community online. If you’re not using it, you’re miss- ing out on exposure and networking opportunities for yourself and your business. See the “Build Your Best Profile” sidebar on the next page for more tips.Marketech
  31. 31. 27 LinkedIn Ways to Use LinkedIn to Promote Yourself and/or Your Business • Customize your URL. Your profile information may be indexed by search engines. LinkedIn How Nonprofits profiles rank pretty highly with Google. Instead Can Benefit from LinkedIn of using the default URL, consider customizing yours with your company’s name. If you’re a • Fund-raising and partnerships go small business that’s not well known, consider hand in hand with networking. Ev- using a great keyword. eryone knows you begin by asking • Include a photo. A picture aids recall when the people you know for support, you’ve met face-to-face and people with pic- then ask the people they know, tures are far more likely to be contacted. then the people they know, and so • Ensure your entry doesn’t contain misspellings on. That is the premise of how Linke- or other errors. dIn works. It also presents a new way • Use “Status Visibility,” LinkedIn’s internal version of Twitter to keep your connections current on to find like-minded organizations for what’s important to you today. Based on what possible partnerships. you’re doing, they can reach out to help you. • LinkedIn is also a likely place to kick- • Use the summary to show you are qualified to start a donation drive with your own do what you want to do; use the “experience” network and beyond. Its demo- area to support the summary. • Tap the “Specialties” area for keywords asso- graphic is a wealthier one, with ex- ciated with the people you want to attract. ecutives from some of the Fortune These are bait and you want LinkedIn members 500 as members and more than searching for these keywords to find you. 1,500 C-level business owners. • Go ahead and give your profile greater visibil- • Start a group. Most nonprofits don’t ity. Use your customized LinkedIn URL as a sig- nature when you leave comments in business have anything formalized unless or industry-specific blogs. they’re part of a larger organiza- • Optimize labels. Add your Web site, blog and tion, so a DIY LinkedIn group can let other relevant URLs to your profile. LinkedIn al- your past and future supporters stay lows up to three. in touch. • Use the headline to define yourself. Use words • Forum for discussion. If you have a that clearly define you and your business in question, pose it via your LinkedIn the field directly below your name; these will group. Not only will this let you pose help others easily find you. a question to your network, but also • Promote your blog. LinkedIn allows you to sync your blog posts with your LinkedIn profile. to the entire LinkedIn community. • Use the e-mail signature. LinkedIn offers you the • Access. If your nonprofit depends option of creating a custom e-mail signature in on involvement from younger age Outlook, Outlook Express and Mozilla Thunder- groups, you’re better off reaching bird with a short version of your LinkedIn profile them through a networking site than traditional mediaTools and Trends in Marketing Technology
  32. 32. 28 LinkedIn and a link to your complete profile. • Add an image to your profile that will add to your credibility and professionalism. • Make or obtain recommendations regarding your business peers, vendors, associates and others with whom you do Build Your Best Profile business. Don’t make the mistake of being careless with them; view them as a portfolio and use them to support the Join LinkedIn and complete themes of your portfolio. Don’t hesitate to ask the recom- the overview information mender to highlight a specific aspect of your work on which Complete employment to comment. and education history • Join groups related to your industry and participate in the discussions – starting discussions responding to questions Add a profile summary and sharing resources and tips that might be valuable to our network even if they don’t generate direct business for Select an industry and you. add your specialties • Take advantage of LinkedIn Answers. These discussion fo- rums can be included with the profile and add significant Add your website(s) value because they allow people to see your expertise and Create Public Profile URL professionalism in context. Determine your Public Profile URL Set your Contact Settings Upload your Contacts from your email client Make introductions to connect via LinkedIn Collect at least 3 recommendations from your “network” What’s Next For LinkedIn Perhaps the most notable factor about LinkedIn is its explo- Regularly monitor the Q&A sive growth among individuals seeking professional network- section for questions you are ing and business productivity. It’s also tailored its offerings to able to answer users who want special features by offering premium plans to those who want more options for staying in touch profession- Ask questions that can ally. LinkedIn already has 35 million members since February help you do your job. 2009 and that number is expected to grow making it in-line with many of the top social networking sites on the Web. De- velopers are working hard to implement new features like the LinkedIn Polls along with a set of other applications since they launched their new applications platform back in fall 2008.Marketech
  33. 33. 29 LinkedIn a baker’s dozen smart ways to use LinkedIn Adapted from Guy Kawasaki 1. Increase your visibility. 6. Increase the relevancy of your job By adding connections, you increase the search. likelihood that people will see your profile first Use LinkedIn’s advanced search to find peo- when they’re searching for someone to hire ple with educational and work experience or do business with. In addition to appearing like yours to see where they work. at the top of search results. 7. Make your interview go smoother. 2. Improve your connectability. You can use LinkedIn to find the people that Most new users put only their current compa- you’re meeting. ny in their profile. By doing so, they severely limit their ability to connect with people. You 8. Gauge the health of a company. should fill out your profile like it’s an executive Perform an advanced search for company bio, so include past companies, education, name and uncheck the “Current Companies affiliations, and activities. You can also in- Only” box. This will enable you to scrutinize clude a link to your profile as part of an email the rate of turnover and whether key people signature. are abandoning ship. 3. Improve your Google PageRank. 9. Gauge the health of an industry. LinkedIn allows you to make your profile infor- If you’re thinking of investing or working in mation available for search engines to index. a sector, use LinkedIn to find people who Since LinkedIn profiles receive a fairly high worked for competitors—or even better, PageRank in Google, this is a good way to companies who failed. influence what people see when they search for you. To do this, create a public profile and 10. Track startups. select “Full View.” Also, instead of using the You can see people in your network who default URL, customize your public profile’s are initiating new startups by doing an ad- URL to be your actual name. vanced search for a range of keywords such as “stealth” or “new startup.” 4. Enhance your search engine results. In addition to your name, you can also pro- 11. Ask for advice. mote your blog or website to search engines LinkedIn Answers aims to enable this online. like Google and Yahoo! Your LinkedIn profile The product allows you to broadcast your allows you to publicize websites. There are a business-related questions to both your net- few pre-selected categories like “My Web- work and the greater LinkedIn network. site,” “My Company,” etc.To make this work, be sure your public profile setting is set to “Full 12. Integrate into a new job. View.” When people start a new job, ordinarily their roots aren’t that deep in the new company. 5. Perform blind, “reverse,” and company However, with Linkedin, new employees can reference checks. study fellow employees’ profiles and there- LinkedIn’s reference check tool to input a fore help them get to know more people company name and the years the person faster in a new company. worked at the company to search for refer- ences. Your search will find the people who 13. Scope out the competition, custom- worked at the company during the same ers, partners, etc. time period. Since references provided by a This seems like it’s a no-brainer, but you can candidate will generally be glowing, this is a use LinkedIn to scope out the competition’s good way to get more balanced data. team as well as the team of customers and partners.Tools and Trends in Marketing Technology
  34. 34. 30 Social Networking Environments chapter 6 Social Networking Environments It’s hard to turn around without hearing a reference to one social network or another – Facebook, LinkedIn, YouTube… But they are by far not the only ones on the Web. In fact, an article in USA Today in May 2008 estimated there would be nearly 250,000 sites calling themselves social networks within a year, compared to the about 850 recorded in May 2008. While there may not be THAT many social networks on the Internet, one fact that’s indisputable is that the number of users is growing, and they’re gravitating toward several key sites. According to comScore, social networking users grew at 25 percent from June 2007 to June 2008 and the number in- creased from 0.46 to 0.58 billion. According to Hitwise, here’s how they rank with regard to market share: • myspace.com is continuing as social networking market leader with 72 percent of market share,; • Facebook.com has 16.91% of market share. • MyYear.com is in third position with market share of 1.54 percent. • Tagged is in fourth position with 1.08 percent. • Bebo is in fifth position in social networking sites with 1.05 percent market share.Marketech
  35. 35. 31 Social Networking Environments http://www.insidefacebook.com/2009/02/12/hitwise-facebook-steals-more-us-market-share-from-myspace-in-january/ Niche Social Networking Environments. There are niches in social networking, just as there are niches in business. These have exploded, springing up to cater to people’s interests, backgrounds, professions and age groups. For many bloggers, niche sites offer more targeted links and a much smaller base of competition. Accord- ing to a eMarketer, of the millions spent to advertise on social networks. 8.2 percent went to niche sites in 2008 went to niche sites, up from 7 percent in 2006.ASmallWorld.net, for example, has be- come a destination for companies that make luxury goods and want to reach people who can afford them. These niche sites are as diverse as people’s interests, from Dogster for people who are passionate about their dogs and their computers, to TeeBeeDee.com for people over 40, to Active Rain for real estate agents and mortgage professionals. Examples include: • Fuzzster, a social networking site for your cats, dogs or other fuzzy pets. • NurseLinkUp, geared to nurses. • MOG, which targets music lovers. • Iliketotallyloveit for shopping aficionados. • Mixx, which prides itself on being “you link to the Web content that really matters.” • Small Business Brief; provides valuable exposure and legitimacy. When members post entrepreneur-related articles, a photo and link to their profi Of course, niche sites exist in all areas, such as sports, technology, business, entertainment, art and design and social causes as well.Tools and Trends in Marketing Technology

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