Introduction To Social Media-ITRI Presentation

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Introduction To Social Media-ITRI Presentation

  1. 1. An Introduction To Social Media Collin Condray Twitter.com/ccondray SocialMediaRevolutionary.com collin@SocialMediaRevolutionary.com 8/19/2010
  2. 2. Introductions 2
  3. 3. Collin Condray  Web developer  MBA from the U of A  Category Manager  Director of Retail Social Media  Digital Strategist at 3 Saatchi & Saatchi X
  4. 4. Introductions  Who do you work for?  What do you do?  What is your experience with social media?  What do you hope to get out of today‘s session? 4
  5. 5. Please Ask Questions! 5
  6. 6. Excellent Resources  Groundswell and Trust Agents 6
  7. 7. What Is Social Media/Social Networking? 7
  8. 8. What Is Social Media?  AKA Social Networking AKA Web 2.0  Twitter and Facebook  These are the technologies. 8
  9. 9. What is Social Media?  Officially, social media is ―an umbrella term that defines the various activities that integrate technology, social interaction, and the construction of words, pictures, videos, and audio.‖ (Wikipedia) 9
  10. 10. What is Social Media?  ―A social trend in which people use technologies to get the things they need from each other, rather than from traditional institutions like corporations.‖ - Groundswell 10
  11. 11. What is Social Media?  Long time in the making  Web 1.0  Mostly read only  High degree of technical skill to communicate publicly 11
  12. 12. What Is Social Media?  Web 2.0  Technology makes its easier for users to put content on the Internet  Easier to have two way communication 12
  13. 13. Social Media Quick Examples  eBay, buy from other people  Craigslist instead of newspaper classifieds  Linux instead of Microsoft  Rotten Tomatoes instead of Roger Ebert 13
  14. 14. What Is Social Media?  Social media networking is no different than regular networking.  Same rules in How to Win Friends and Influence People apply. 14
  15. 15. What Is Social Media?  Become genuinely interested in other people.  Make the other person feel important and do it sincerely.  If you're wrong, admit it quickly and emphatically.  Sympathize with the other person.  Appeal to noble motives. 15
  16. 16. What Is Social Media?  Two-way communications  Not blasting your message out 16
  17. 17. What Is Social Media?  Public reactions to entire networks, unlike email which is only between two participants.  Even once closed networks like Facebook are revealing more to the public. 17
  18. 18. What Is Social Media?  Many ways to participate; one is probably right for you. 18
  19. 19. Why Should I Care About Social Media? 19
  20. 20. Why Should I Care About Social Media?  Who cares what I had for breakfast? 20
  21. 21. The Social Media Revolution 21
  22. 22. Why Should I Care About Social Media?  Social Media Outperforms Email  February 2009 was the first month that time spent on social network sites exceeded that on e-mail. 22
  23. 23. Why Should I Care About Social Media?  The power of networking  Help others and get help. Crowdsourcing.  ―All of us are smarter than one of us.‖ 23
  24. 24. Why Should I Care About Social Media?  Share interesting content.  Create long term relationships. Connect with people you‘d never meet in real life. 24
  25. 25. Why Should I Care About Social Media?  Increase your online visibility.  Show your expertise. Become the go-to expert.  Personal brand building. 25
  26. 26. Why Should I Care About Social Media?  SEO (search engine optimization) benefits. Make it easier for those with interest in you to find you. 26
  27. 27. Why Should I Care About Social Media?  It‘s the future.  Your customers are there. Don‘t miss the conversation. 27
  28. 28. What Forms Of Social Networking Are There? 28
  29. 29. People Creating 29
  30. 30. How They Work - Blogs  Mostly text and similar to a journal but contains written content, links, reader comments, and pictures.  Many services (WordPress, Blogspot, Blogger, Tumblr) allow users to participate for free.  Bloggers have many 30 motivations.
  31. 31. Blog Example – HuffingtonPost.com  One site, many blogs.  Most visited blog on the internet with 1.5 million visitors per day. 31
  32. 32. How They Work - Podcasts  Audio and video files typically available through subscribing to a service like Apple‘s iTunes.  They typically live on a web site or blog that allows comments.  Example: Twit.tv 32
  33. 33. Podcast Example – Twit.tv  Founded by Leo Laporte, radio/TV host.  Started off with one show, grew to many.  Various ways to have remote participants.  Video added later. 33
  34. 34. How They Work – Video/Photos  Users create videos or take pictures and upload them to their respective sites.  No cost to upload. Can store a limited (but not restrictive) amount of media 34
  35. 35. How They Work - Flickr  Flickr started out as an online album. Now owned by Yahoo, making it easier for those members to participate.  Has some friending capability.  Now allows short videos. 35
  36. 36. How They Work - YouTube  Open comments on videos by Google members.  Lots of potential commenters because of the huge number of Google account holders. 36
  37. 37. How They Work - YouTube  Content creators can create their own channels.  Videos have YouTube ads on them, and any profits are shared with the content creators. 37
  38. 38. YouTube - Example 38
  39. 39. YouTube - Example  64,874,932 views  DeVore family were soon made YouTube Partners. This gives YouTube the right to run ads over the videos they post, and in exchange, they are given a share of the revenue.  Earned $160,000  They sell "David After Dentist" t-shirts and share a portion of the revenue they earn with dental charities. 39
  40. 40. 40
  41. 41. Participation  Blogs – One in four online Americans read blogs, the most popular activity on the web.  Podcasts - Has one of the lowest penetrations of social networks with 11% of online Americans listening.  Video – Many more viewers than creators 41
  42. 42. How They Create Connections  Blog authors read and comment on other blogs. They create an interconnecting network and form the Blogosphere.  New software such as Disqus allows the same comment conversation to appear on multiple blogs. 42
  43. 43. How They Create Connections  With the right software the links are created automatically generating SEO traffic. 43
  44. 44. How They Create Connections  Blogs that generate more crosslinks improve their Google page ranking and are more likely to be found by searchers. 44
  45. 45. Aside: Search Engine Optimization (SEO) 45
  46. 46. Google Dominates Search 46
  47. 47. How SEO Works  1 Generation Google Algorithm: Links  Unethical marketers or Black Hat SEO marketers would create sites with nothing but links to hack the system. 47
  48. 48. How SEO Works  2nd Generation Algorithm: Links + Content  Black Hat SEOs practiced ―keyword stuffing‖ and hid keywords to improve ranking. 48
  49. 49. How SEO Works  3rd Generation Google Algorithm: Links + Content + Activity (traffic, RSS subscriptions, comments, updates, etc.) 49
  50. 50. How They Challenge Existing Players  Blogs are unregulated so anything goes.  No editors.  Fact and opinion are mixed. Rumors are reported, and conflicts of interest are not disclosed. 50
  51. 51. How They Challenge Existing Players  They provide almost the same level of quality as newspapers, radio, and TV very inexpensively. 51
  52. 52. How They Challenge Existing Players  Starting this year, the FTC required bloggers to disclose their conflicts of interest. 52
  53. 53. How You Can Use Them  Listen to what blogs are saying about your company.  Blog search engines like Google Blog Search, Icerocket, and Technorati can help you find out who has the most influence in the subject that interests you. 53
  54. 54. How You Can Use Them  Comment on other blogs and ask those readers to come to your site/blog.  Request comments on your blogs and find out what your customers are looking for. 54
  55. 55. Blog Example 55
  56. 56. Blog Example 56
  57. 57. Blog Example 57
  58. 58. Class Examples 58
  59. 59. People Connecting Social Networking (LinkedIn, Twitter, Facebook) 59
  60. 60. Social Networking in Plain English 60
  61. 61. How They Work  Profiles  Brief description of who they are  Where they live  What they like  Where they work 61
  62. 62. How They Work  Friends  Friend requests  Friends can see more of the interactions 62
  63. 63. Participation •One in four Americans are on a social network. 63
  64. 64. How They Create Connections  By definition they are social with members exchanging public (e.g. Facebook walls) and private messages (e.g. Twitter direct messages). 64
  65. 65. How They Challenge Existing Players  They take attention away from other activities such as TV.  They enable people to collaborate who would have never met before. 65
  66. 66. How You Can Use Them  Create a profile, group, fan page, etc. and invite your communities to them.  Some companies have created their own networks  Salesforce.com is a CRM site allows its customers to connect with people in similar industries or departments.  Webkinz 66
  67. 67. Facebook  Second biggest social media network in the world with 500 million members  Skews younger  Lots of things to do (Farmville)  Some collaboration : Groups and Fan Pages  Recent privacy controversy 67
  68. 68. LinkedIn  Primarily for professionals  Originally started as an alternative to resumes  Lags the other social networks in features 68
  69. 69. Twitter  Short, very fast conversation. 140 Character posts.  Focused on the conversation with few extra features.  Almost entirely public. 69
  70. 70. Facebook Conquers The World 70
  71. 71. 71
  72. 72. Other Social Media Networks  mySpace  Orkut  QQ  Ning 72
  73. 73. Aside: Social Networking Theory 73
  74. 74. Strength of Weak Ties  Based on a 1973 paper by sociologist Mark Granovetter.  Significant percentage of people get their jobs as a result of information provided by a weak tie or friends-of-friends. 74
  75. 75. Strength of Weak Ties  150 member is typically the most that can be maintained.  The size of the tribe. Consistent across times and cultures. 75
  76. 76. Strength of Weak Ties  Now with social networks, you can maintain ―supernets‖ that have more than 150 weak ties, which you can trust more than mass media like TV or newspapers.  The average number of Facebook friends is 130, slightly less than the observed 150. 76
  77. 77. Strength of Weak Ties  There is some evidence that sharing information on social media networks:  Makes you more likely to be liked in social interactions. 77
  78. 78. Strength of Weak Ties  There is some evidence that sharing information on social media networks :  Builds "social capital" - a sociological measure of the value of beneficial relationships. Social capital is linked to increased well-being and self-esteem. 78
  79. 79. Strength of Weak Ties  There is some evidence that sharing information on social media networks :  Increases influence. In a color picking experiment, the people who could see the choices of more participants (in other words, were better connected) persuaded the group to pick their color: even when they had to persuade the vast majority to give up their financial incentive. 79
  80. 80. Strength of Weak Ties  There is some evidence that sharing information on social media networks :  Makes one more attractive: people with about 300 friends were rated as the most appealing, any more than that and their social attractiveness began to drop off. 80
  81. 81. Virtual Worlds 81
  82. 82. Virtual Worlds  Participants organize themselves into clans with their own rules and hierarchy.  Some are games and some are just a digital locations to hang out.  Digital currency can be converted to real currency 82
  83. 83. Class Examples 83
  84. 84. People Collaborating 84
  85. 85. How They Work  Wikis – sites that house content generated and edited by multiple users.  Examples  Wikipedia  Conservapedia  wikiHow  The community keeps order by watching the content and ideals of the community. 85
  86. 86. How They Work  Open Source Software – Software generated by interested groups of programmers  Examples:  Linux  OpenOffice  Apache  Firefox  Wikis 86
  87. 87. Participation  22% of online Americans say they use Wikipedia once a month.  6% contribute to a wiki once a month. 87
  88. 88. How They Create Connections  Wikis have talk pages where contributors discuss what can be included.  Those who contribute more have their name in front of more users.  Contributors can be accredited experts or enthusiastic amateurs 88
  89. 89. How They Create Connections  In Open Source, those who add more features and fix more bugs can shape what appears in new releases of the software. 89
  90. 90. How They Challenge Existing Players  8th most popular site on the web.  Wikipedia has helped kill the traditional Encyclopedia and Microsoft‘s Encarta. 90
  91. 91. How They Challenge Existing Players  The users highlight what they think is important about a company not what a company thinks is important.  Example: Nike‘s page has a section on their alleged human rights abuses. 91
  92. 92. How You Can Use Them  Wikipedia is highly ranked in search results.  Wikipedia discourages companies from creating and maintaining their own page, but it does allow them to make factual corrections. 92
  93. 93. How You Can Use Them  Wikis are open sourced and free so companies are creating them as an alternate support system for their customers. 93
  94. 94. Class Examples 94
  95. 95. People Reacting to Each Other Forums, Ratings, and Reviews 95
  96. 96. How Do People Use Social Media?  Forums (e.g.Yahoo and Google Groups)  Bypass official reviewers. Anyone can point out flaws in what you‘re doing. 96
  97. 97. How Do People Use Social Media?  Ratings (eBay seller ratings) 97
  98. 98. How Do People Use Social Media?  Reviews (Amazon product reviews, Rotten Tomatoes movie reviews) 98
  99. 99. How They Work - Forums  Group members  Post or answer any question in the group creating threads of conversation 99
  100. 100. How They Work - Reviews  Becoming more common than forums.  Usually let you assign a rating level (i.e. 1 to 5 stars) and a comment.  Often you can comment on the comments. 100
  101. 101. Participation  20% of online Americans participate in forums.  25% of online Americans read ratings and reviews. 101
  102. 102. How They Create Connections  Forums are slow motion conversations.  By responding to each other, participants get to know each other and build new connections even though they‘ve never met. 102
  103. 103. How They Create Connections  Forums are a success because they let the participants ―show off.‖  Example: Harriett Klauser was Amazon‘s top reviewer. She reads two books a day and has 21,000 reviews. Publishers send her 50 books a week to read. 103
  104. 104. How They Challenge Existing Players  Takes commentary from the hands of ―experts‖ and gives the customers the opportunity to have their say.  A single customer can criticize any one thing that has gone wrong (e.g. there‘s a fly in my soup, the hotel smells funny, the video is boring). 104
  105. 105. How You Can Use Them  High ratings/reviews boost buy rates  Poor ratings/reviews are opportunities  Fix chronic problems  Provide good, timely customer service  Respond directly to customers with a bad experience 105
  106. 106. Class Examples 106
  107. 107. People Organizing Content 107
  108. 108. People Organizing Content - Tags 108 Source: Groundswell by Charlene Li and Josh Bernoff
  109. 109. How They Work  Taxonomy vs. Folksonomy  In a taxonomy, everything has its own spot defined by the experts.  Example: In the taxonomy of species, Homo sapiens is a mammal, while Tyrannosaurus rex is a reptile 109
  110. 110. Participation  7% of online Americans are involved in tagging.  The taggers attach keywords to sites so their decisions have an influence on search engine results 110
  111. 111. How They Create Connections  Tags define people. It‘s easy to find other people with the same interests based on what they are tagging. 111
  112. 112. How They Challenge Existing Players  Organizations have no control over how they are tagged.  WalmartingAcrossAmerica. com was labeled fake. 112
  113. 113. How You Can Use Them  Find out how your organization is being classified, but also who is tagging. Connect with these people who might be interested.  Tag your own site. This will help searchers find your site the way you want. 113
  114. 114. Class Examples 114
  115. 115. Accelerating Consumption RSS and Widgets 115
  116. 116. How Do People Use Social Media?  Accelerating consumption  RSS (Really Simple Syndication)  Widgets (Toys R Us) 116
  117. 117. How They Work  RSS has two elements.  A transmitter that sends a feed of new items generated by a site (blog posts, Flickr photos).  A receiver that displays the items in an organized fashion. 117
  118. 118. How They Work  Widgets are dedicated RSS feeds.  Updated weather, local gas prices, etc.  Live almost anywhere from a desktop application, to a blog sidebar, to your phone. 118
  119. 119. Participation  Fewer than 1/12th of online Americans say they use an RSS feed.  RSS feeds are built into personalized home pages like Yahoo or in web browser smart bookmarks, and users might not realize they are using RSS. 119
  120. 120. How They Create Connections  RSS makes it easier for people to follow more online activity.  Widgets are social because they spread. Putting a widget on your web site allows others to see it, and they might want to add it to their sites as well. 120
  121. 121. How They Challenge Existing Players  Do not directly threaten institutional power, but they do accelerate the consumption of media. 121
  122. 122. How You Can Use Them  Excellent marketing tools if you are pushing out regularly scheduled updates such as articles, blog posts, or new catalogs.  Widgets can spread virally as fans tell their friends about new, neat apps. 122
  123. 123. Class Examples 123
  124. 124. Evaluating New Tools 124
  125. 125. Evaluating New Social Media Tools  Does it create new, meaningful connections among the community? 125
  126. 126. Evaluating New Social Media Tools  Is it easy to join?  Example: Facebook connect 126
  127. 127. Evaluating New Social Media Tools  Does it empower people at the expense of existing players? 127
  128. 128. Evaluating New Social Media Tools  Is there enough content created by the community? 128
  129. 129. Evaluating New Social Media Tools  Can anyone build on top of the new tool? 129
  130. 130. Social Technographic Profiles 130
  131. 131. Changing Customer Segmentation  Demographics – What people are intrinsically  Age  Income  Education  Employment  Race 131
  132. 132. Changing Customer Segmentation  Psychographics – How they think and live  Personality  Values  Attitudes  Interests  Lifestyles 132
  133. 133. Changing Customer Segmentation  Technographics – how they use social media technology. 133
  134. 134. Creators  24% of online Americans  Publish a blog  Publish their own webpage  Upload created video  Upload audio/music they created  Write articles or stories and post them 134
  135. 135. Conversationalist  33% of online Americans  Update status on a social networking site  Post updates on Twitter 135
  136. 136. Critics  37% of online Americans:  Post ratings/reviews of products or services  Comment on someone else‘s blog  Contribute to online forums  Contribute to/edit articles in a wiki 136
  137. 137. Collectors  20% of online Americans:  Use RSS feeds  Ad tags to web pages or photos  ―Vote‖ for web sites online 137
  138. 138. Joiners  59% of online Americans  Maintain profile on a social networking site  Visit social networking sites 138
  139. 139. Spectators  70% of online Americans  Read blogs  Watch video from other users  Listen to podcasts  Read online forums  Read customer ratings/reviews 139
  140. 140. Inactives  17% of online Americans  None of the previous activities  My Mom 140
  141. 141. Example: American Politics  Democrats are more likely to use social media than Republicans by 10 points.  Republicans are 20 points less likely to use social media. Use other methods to reach them.  Independents are in the Critics, Joiners, and Spectators. 141
  142. 142. What is your social media strategy? 142
  143. 143. Creating a social media strategy- How do I get started? Listen, Engage, Measure 143
  144. 144. Listen  Google  Blog search engines  Search.Twitter.com  Dedicated software (e.g. Radian6, ScoutLabs, Nielsen BuzzMetrics) 144
  145. 145. Listen  What are your customers saying about you?  Is it good or bad?  Is there anyone already passionate about your brand or industry? 145
  146. 146. Engage  POST  People  Objectives  Strategy  Technology 146
  147. 147. People  What are your customers ready for?  Technographic Profile 147
  148. 148. People  Make sure your target audience is ready for what you throw at them. 148
  149. 149. Objectives  What are your goals?  Listening – better understand your customers.  Get insights from your customers to help make marketing and product development decisions. 149
  150. 150. Objectives  What are your goals?  Talking/broadcasting – spread your message.  Make an existing digital marketing initiative (banner/search ads) more interactive. 150
  151. 151. Objectives  What are your goals?  Supporting – help your customers support each other.  Effective for companies that have high support costs or to connect with cohesive groups that already exist. 151
  152. 152. Objectives  What are your goals?  Embracing – integrate your customers, including helping designing your products  Most challenging objective, best used after completing one of the previous objectives. 152
  153. 153. Objectives  Internal communication  Example: 37 Signals  Software company  Members in 5 countries  Use wikis and Twitter to keep in touch 153
  154. 154. Strategy  What change do you want your customers to make?  Carry messages to others  Engage more with your organization. 154
  155. 155. Technology  What social media tools should you use or build?  Use the previous steps to decide what technology fits best. 155
  156. 156. Talking  Viral Video  Engage in social networks and user-generated content sites.  Start a blog.  Create a community –use an existing platform or build your own. 156
  157. 157. Measure  Number of followers on social media networks  Number of posts, comments, Tweets, etc.  Key influencers, who already have a following that is talking about you  Share of conversation 157
  158. 158. Measure  What are they saying? (wordcloud)  Are they saying good or bad things about you? Are the good comments increasing?  Where is the conversation occurring? (blogs, news sites, forums, social media sites) 158
  159. 159. What Can You Do With The Measurements?  Customer service ―Geez, one bad employee can really  Correct misinformation ruin your day!‖  Find out what the community has an interest in but what is not currently being discussed online. 159
  160. 160. Reacting to Measurements • Generate awareness among customers and other community members. • Increase employee awareness. 160
  161. 161. Reacting to Measurements • Keep content/interactions helpful, fun, and inspiring • Increase impressions from multiple sources on a variety of platforms. 161
  162. 162. Social Media ROI Example 162
  163. 163. Social Media ROI 163
  164. 164. Case Study: Blendtec Viral Video 164
  165. 165. Who Is Blendtec?  High end blender manufacturer  Low end blenders cost $399 165
  166. 166. Who Is Blendtec?  In 2007, their marketing director saw their techs putting 2x4s into the blender.  Videoed the process and put them on the company website  Total cost: $50 for 5 videos George Wright, CEO 166
  167. 167. Who Is Blendtec?  Blendtec‘s webmaster put a link on Digg, a social linking site.  Someone outside the company put them on YouTube.  6 million views 167
  168. 168. WillItBlend.com 168
  169. 169. Results  Sales up 400% since WillItBlend.com appeared. 169
  170. 170. WillItBlend.com - 2007 170
  171. 171. WillItBlend.com - 2010 171
  172. 172. Case Study: Best Buy - Twelpforce Customer Support 172
  173. 173. Twelpforce  Recognize that there was another way to help customers with their technical support.  Listen to your customers where they‘re at. 173
  174. 174. Twelpforce  Barry Judge, CMO, provided leadership and clout in getting the project off the ground. 174
  175. 175. Twelpforce Commercial 175
  176. 176. BBYFeed.com  Rapid development  Two months to deploy 176
  177. 177. Twelpforce – Agent3012  Engage employees.  BestBuy knew that it had many tech enthusiasts that work for it. 177
  178. 178. Twelpforce Results  Twelpforce customer satisfaction is higher than for Best Buy standard customer support.  This translates into increased purchase intent and a likelihood to spend more per purchase. 178
  179. 179. Case Study: Best Buy – BlueShirtNation.com Human Resources 179
  180. 180. BlueShirtNation.com  Started by Best Buy marketers Steve Bendt and Gary Koelling.  Wanted to get better customer insights from the people who were on the front lines working directly with the customer. 180
  181. 181. BlueShirtNation.com  Set up a server with an open source blogging/content management system, Drupal, under one of their desks. 181
  182. 182. BlueShirtNation.com  They gave chalk talks in stores to drum up participation on the new site. 182
  183. 183. BlueShirtNation.com  In a year, they had 14,000 employees on the network; 85% of them were sales associates. 183
  184. 184. Listening  Restoration of employee discount  Fixing in store problems (e.g. wrong size displays) 184
  185. 185. Talking  Central place where policy can be posted 185
  186. 186. Energizing  Allows enthusiastic ―I work in retail. I inspire employees to share with creativity and fun with my the rest of the employees. I grand open organization. stores, as many as possible, really. And I have never before loved a job and a company the way I love this one. My name is Ashley Hemsath, and I am Best Buy.‖ 186
  187. 187. Supporting  Employees can find what ―My biggest goal is to get my they need from other team members promoted. I employees. remember the names of everyone I hired and I know what store they are at now. It‘s really cool seeing them interacting with me and each other directly on BSN (Blue Shirt Nation)‖ -Ashley Hemsath 187
  188. 188. Embracing  Surfaces great ideas and ―I found out later that [I was talent sitting next to] Kal Patel, Best Buy‘s EVP of strategy. He saw my posts on BSN and said to his assistant, ‗I need to meet that girl!‘‖ -Ashley Hemsath 188
  189. 189. Case Study: Nestle vs. Greenpeace 189
  190. 190. Nestle vs. Greenpeace  On March 17, 2010. Greenpeace criticized Nestles‘ purchase of palm oil from an Indonesian source that deforests Orangutan natural habitat. 190
  191. 191. Nestle vs. Greenpeace 191
  192. 192. Nestle vs. Greenpeace 192
  193. 193. Nestle vs. Greenpeace  Initially had only 1000 views.  Nestle requested removing the video because it violated their trade mark. 193
  194. 194. Nestle vs. Greenpeace  Response: Greenpeace organized their members to start making comments on Nestle's Facebook page  Video now has over 350,000 views. 194
  195. 195. Nestle vs. Greenpeace  Nestle removes critical comments and comments with the Greenpeace modified Nestle logo.  Response: Even more angry comments from Greenpeace. 195
  196. 196. Nestle vs. Greenpeace  Nestle continues to remove comments from their Facebook page.  Proposes switching palm oil vendors by 2015 196
  197. 197. Nestle vs. Greenpeace  Nestle avoids mentioning the controversy directly.  Only people talking about it are Greenpeace supporters. 197
  198. 198. Nestle vs. Greenpeace 198
  199. 199. Does this scare you?  Your critics are already saying bad things about you, and there‘s nothing you can do about it.  Get your message out there, or your critics‘ message will be the only one your customer sees. 199
  200. 200. Nestle vs. Greenpeace  What should you do?  Don‘t hide – be transparent.  No one at Nestle wanted to destroy the environment. 200
  201. 201. Nestle vs. Greenpeace  What should you do?  Don‘t be quiet. Respond quickly.  Nestle did not know what to do at the time. Offer a solution to the problem. 201
  202. 202. Nestle vs. Greenpeace  What should you do?  Negative comments are a sign that that your followers want to trust your brand again. 202
  203. 203. Nestle vs. Greenpeace  What you should do?  If possible, use humor. 203
  204. 204. Dodge Year End Clearance Event Commercial 204
  205. 205. PETA Objects  "Most top ad agencies in the country won't even consider producing an ad featuring a great ape these days given the well- documented abuse that young chimpanzees and orangutans suffer in the entertainment industry." 205
  206. 206. Dodge Commercial – Take 2 206
  207. 207. Case Study: Old Spice Guy 207
  208. 208. Old Spice Man 208
  209. 209. Old Spice Man - People  Targets women who make the purchases in their households, including products for their men.  Manly Man appeals to women.  Also appeals to men because they want to be like the Old Spice Guy. 209
  210. 210. Old Spice Man - Objectives  Move the perception of Old Spice products from your grandfather‘s scent to a younger audience.  Drive sales. 210
  211. 211. Old Spice Man - Strategy  Called for comments on Reddit, a link sharing site.  Posted a time-stamped picture of Isaiah saying hi to Reddit. 211
  212. 212. Old Spice Man - Strategy  Activated the Reddit community, by posting a video to Kevin Rose, founder of Digg and competitive site.  Members submitted the response to Reddit, homepage where the pic of Isaiah and the submission thread stayed all day. 212
  213. 213. Old Spice Man - People  Targeted a Person Twitter Followers combination of Ashton Kutcher 5,261,418 high influencers Ellen DeGeneres 4,851,084 and ―little people‖ Demi Moore 2,814,678 for the target Perez Hilton 2,259,144 audience. Kevin Rose 1,176,718 Alyssa Milano 935,642 Christina Applegate 623,538 Gizmodo 103,382 Rose McGowen 80,783 Justine Bateman 21,503 @georgegsmithjr 5,149 213 @knitmeapony 1,300
  214. 214. Old Spice Man - Strategy  Created videos and posted links to the videos on their blogs and @replied to them on Twitter.  Activated large communities and created buzz while only a small fraction of videos were posted. 214
  215. 215. Old Spice Man - Technology  Multiple platforms:  People Creating  YouTube  People Connecting  Twitter  Facebook 215
  216. 216. Old Spice Man - Technology  People Cataloging  Reddit  Digg  People Collaborating  Yahoo Answers 216
  217. 217. Old Spice Man - Measure  Generated 16,562 YouTube comments or 72% of the total number of comments on the channel.  11 million views in three days.  Old Spice Body Wash sales up 107% in the last 217 month
  218. 218. Re: @Alyssa_Milano 1 | Old Spice @Alyssa_Milano wrote "GENIUS. Shirtless Old Spice guy replies on Twitter w/ hilarious personalized videos http://tnw.to/16XQ3 via @Zee 218
  219. 219. Re: @Alyssa_Milano 2 | Old Spice @Alyssa_Milano wrote "My coffee went up my nose. @oldspice guy made a video reply to my tweet!! Watch: http://youtu.be/-oElH6M_5i4 " 219
  220. 220. Re: @Alyssa_Milano 3 | Old Spice @Alyssa_Milano wrote "Are you flirting with me, @oldspice guy?‖ 220
  221. 221. Re: Alyssa_Milano 4 | Old Spice @Alyssa_Milano wrote "Ummm --- Are you sitting down??? Sit down. Ready? The @oldspice guy sent me roses!" 221
  222. 222. Alyssa Milano Response 222
  223. 223. Old Spice Man – The Gotcha  Alyssa Milano flipped the Old Spice campaign to her own campaign with this video Here Is What To Do Next Mr. Old Spice, asked for a $100k donation to one of her charities. 223
  224. 224. Old Spice Response  As of 8/13/2010, Old Spice has made, in the words of Alyssa Milano, an "extremely generous" donation to a Gulf-area non-profit, 9th Ward Field Of Dreams. 224
  225. 225. Old Spice Man – Sustaining Momentum  Will they keep their communities?  What will Old Spice do with its new-found mass of fans? Social media success is built on long term strategies. 225
  226. 226. Will The Joke Get Old? Will Parodies Dilute The Humor? 226
  227. 227. Old Spice Man – What It Means To You  The technology is in in your hands: $200 flip cam does HD YouTube level video just fine. iPhone 4 is almost as good. Imperfections makes it real as well.  Someone out there will react positively to your brand. Find them and engage them. 227
  228. 228. Old Spice Man 228
  229. 229. Legal and Ethical Issues 229
  230. 230. Social Media Policies  Where not proscribed by law (e.g. financial, legal industries), what your employees post on social media networks should be similar to your existing electronic information policy. 230
  231. 231. Facebook Privacy  In April, Facebook launched the Open Graph API which allows developers to tailor offers, features, and services to each one‘s interests and tastes — even if that individual has never visited the site before. 231
  232. 232. Facebook Privacy  3rd Party Sharing  Once you ―like‖ something, outside companies get to see some of your hidden profile. 232
  233. 233. Facebook Privacy  Privacy advocates  Quit Facebook day was organized 233
  234. 234. Facebook Privacy  Response: Gave users the opportunity to share their data in a more nuanced way.  Many options are set to share automatically.  Facebook still pushes its users to share. 234
  235. 235. Future Social Media Trends 235
  236. 236. Location Based Services  Users ―check in‖ to a location  Notify their friends in the service‘s network or syndicate it in Facebook and Twitter as well.  Locations can also offer deals as well. 236
  237. 237. Group Buying  Lets shoppers ―gang up‖ on a deal.  Retailers get guaranteed customers. 237
  238. 238. Mobile Ads  Allows advertisers to affect customers at the shelf 238
  239. 239. Mobile Payments  Very popular in Asia.  In Japan, can pay vending machines with a cell phone.  Useful in locations where there is little infrastructure. 239
  240. 240. Closing Comments 240
  241. 241. Get Involved  Be there – you can‘t talk to your customers without being in the game. 241
  242. 242. Get Involved  Be first – don‘t get brandjacked. 242
  243. 243. Get Involved  Be connected – build an army 243
  244. 244. Get Involved  Be yourself – people can sense a fake 244
  245. 245. Get Involved  Be humble – People connecting together are a hugely powerful force. They can be more powerful than your organization. 245
  246. 246. Get Involved  Be consistent -let your followers know someone is at home. 246
  247. 247. Questions?
  248. 248. Thank you! Collin Condray Twitter.com/ccondray SocialMediaRevolutionary.com collin@SocialMediaRevolutionary.com

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