Social  Media Social  Networks  Serious  Business C.J. Cornell Professor, Digital Media & Entrepreneurship Arizona State U...
It seems like there is always  another  social network  to  join  or  another  tool  I'm supposed to learn … How can I kee...
Social Media Social Networks  Serious  Chaos
"It takes all the running you can do, to keep in the same place” - The Red Queen Without  Strategy ,  Objectives  &  ...
Social Media - Serious Business Overview Essentials Tools & Technology Examples 3 4 5 6 The Future & Next Steps Reputation...
What  is  Social Media 1
1 It’s nearly every site on the web
By Brian Solis of PR 2.0. -  http://www.briansolis.com/2008/08/introducing-conversation-prism.html Blogging, Microblogging...
It’s anyplace where people are sharing … <ul><li>Content </li></ul><ul><li>Media </li></ul><ul><li>Ideas </li></ul><ul><li...
 
Conversations Content Participation Sharing Relationships Identity Behavior Community Culture Influence Reputation
Conversations Content Participation Sharing Relationships Identity Behavior Community Culture Influence Reputation
Conversations Content Participation Sharing Relationships Identity Behavior Community Culture Influence Reputation
Conversations Content Participation Sharing Relationships Identity Behavior Community Culture Influence Reputation
Conversations Content Participation Sharing Relationships Identity Behavior Community Culture Influence Reputation
Conversations Content Participation Sharing Relationships Identity Behavior Community Culture Influence Reputation
Conversations Content Participation Sharing Relationships Identity Behavior Community Culture Influence Reputation
Conversations Content Participation Sharing Relationships Identity Behavior Community Culture Influence Reputation
Conversations Content Participation Sharing Relationships Identity Behavior Community Culture Influence Reputation
Conversations Content Participation Sharing Relationships Identity Behavior Community Culture Influence Reputation
Conversations Content Participation Sharing Relationships Identity Behavior Community Culture Influence Reputation
Conversations Content Participation Sharing Relationships Identity Behavior Community Culture Influence Reputation
Some Mindsets First …
<ul><li>New culture </li></ul><ul><li>New language </li></ul><ul><li>New customs </li></ul><ul><li>A stranger, outsider </...
<ul><li>It takes a long time to  assimilate </li></ul><ul><li>…  but only a moment to  alienate </li></ul>
November 2009 March 2010 400 22% Twitter – 1 Billion Tweets per Month
November 2008:  Social Media surpasses  porn  and  email  as the #1 activity on the web.”
Social Media surpasses  porn  and  email  as the #1 activity on the web.”
Iran -2009
 
 
Your  Customers  are on Social Media
Your  Markets  are on Social Media
If you’re not on  social media  sites, then you’re not on  the  Internet .  (thus you don’t exist)
Using Participating Contributing Listening Connecting Conversing
<ul><li>…  than to be proficient in the technology.  </li></ul>It’s more important to  create  and  execute  a Social Medi...
How do you  get started ?
Have some objectives in mind … <ul><li>Before you start.  </li></ul>
Reputation? Influence? Attraction? Trust? Enthusiasm? Loyalty?
The Essentials <ul><li>Before you start.  What you need to know …  </li></ul>
WordPress, Blogger, TypePad <ul><li>Free & Paid versions </li></ul><ul><li>Menu Driven Setup and Admin </li></ul><ul><li>T...
<ul><li>Free.  One of the largest and most visited sites. </li></ul><ul><li>“ Fan” Pages for Business </li></ul><ul><li>Gr...
<ul><li>Free. </li></ul><ul><li>Create your own “mini-facebook” site </li></ul><ul><li>Focuses on Niche networks </li></ul...
<ul><li>Free. </li></ul><ul><li>Allows uploading, sharing and downloading of powerpoint and PDF presentations </li></ul><u...
<ul><li>Free. </li></ul><ul><li>Business Focused </li></ul><ul><li>Profile centric </li></ul><ul><li>Adding more communica...
<ul><li>Free. </li></ul><ul><li>Constant stream of “tweets” – data –all over the world. </li></ul><ul><li>Lots of measurem...
Identity  Allow me to introduce myself ...
Identity & Reputation are more important <ul><li>Than, well, just about anything else – including technology.  </li></ul>
Me 1.0
2.0
About Me  (2.0) Twitter:   cjcornell  Linkedin:   cjcornell AcademiaU:   CJCornell  Facebook:  cjcornell ASU [email_addres...
Academic Persona
User-Group Persona
Martial Arts Persona
 
 
 
 
 
 
@cjcornell #ipa-cj
In the “Social Web”,  Identity = Persona  … While the “citizens” have multiple Persona -  your personal and corporate bran...
Persona Personal Company Unknown to Crowd Known to Crowd Friend Brand
Persona Personal Corporation Unknown to Crowd Known to Crowd Personal   Friend Personal   Brand Corporate Friend Corporate...
Persona Self Expression, Casual, Activities, Life-sharing, Life-casting  Build Reputation, establish identity, enhance val...
Where you need to “live” Essential Optional/ Recommended Future Personal  Friend
Where you need to “live” Essential Future Optional/ Recommended Personal  Brand
Where you need to “live” Essential Future Optional/ Recommended Corporate Friend
Where you need to “live” Essential Future Optional/ Recommended Corporate Brand
Persona Activities Participate, Share, Contribute  Contribute, Connect, Share Converse,  Contribute, Analyze  Listen,  Ana...
Converse <ul><li>Engaging in a dialog with 1 or more members of the community: Usually real-time or near real-time. </li><...
Converse <ul><li>Yes, it takes time and attention.  And there are unique norms for conversing with individuals and groups....
Reply using the exact SAME method you were first contacted <ul><li>Email-Email,  Comment-Comment,  Tweet  to Tweet,  Wall ...
Participate <ul><li>More than just conversation:  Sharing in the activities of the group – in a way that adds to the commu...
Listen <ul><li>Constant monitoring of all conversations and activities relevant to your interests AND your customers’ inte...
Contribute <ul><li>Either by creating, collecting or aggregating media, or by connecting members to other members of your ...
Regular Profile Page Profile.  “My Resume” Page.  Select photos. Twitter link Group-Profile Page.  Fan Page. Setup Ongoing...
N/A Standard.Robust ”about” screen One blog for corp – but individual users can write category specific post.  One blog – ...
N/A Std.  Include in profile a separate email address. Std,  Assign to multiple employees Setup Ongoing N/A Post at least ...
<ul><li>www.facebook.com </li></ul><ul><li>www.twitter.com </li></ul><ul><li>www.linkedin.com </li></ul><ul><li>www.slides...
Rules and Tools
<ul><li>Use an email address that you check often </li></ul><ul><li>Post a real profile photo – at least one  </li></ul><u...
<ul><li>Don’t invite everyone in your list </li></ul><ul><li>Send attachments (unless …) </li></ul><ul><li>Have just one “...
We’re Living Out LOUD, Now
Living Out LOUD:  Actively I am  doing … Spending Working Location eating I feel $$ Fun
Current Listening Posts http://www.symposiumc6.com/images/bio/details/DIETZhansen_big.jpg Twitter:  The Pulse of the Inter...
What is   Highly popular with celebrities, media and executives,  Twitter is a microblogging platform composed of 140 char...
<ul><li>To Start a Conversation </li></ul><ul><li>Simple type your message in the “What are you doing?” box. </li></ul><ul...
<ul><li>Go to search.twitter.com </li></ul><ul><li>Enter in your search terms </li></ul><ul><li>Review to see if you got t...
HootSuite
Blippy – What are you buying?
 
 
 
Measuring Reputation
 
 
 
 
 
 
Analytics
Useful Twitter tools <ul><li>TwitterGrader :  Measures the relative power and authority of a Twitter </li></ul><ul><li>use...
Sentiment Analysis
What is sentiment analysis? <ul><li>“… translating the vagaries of human emotion into hard data” [primarily in the online ...
 
 
 
Emotions Drive Behavior Trend Emotions = Trend Behavior
Personal Use
Market Research/Business Intelligence <ul><li>Marketing </li></ul><ul><li>Customer satisfaction </li></ul><ul><li>Predicti...
Marketing Changes Dramatically
Markets are conversations <ul><li>Mainly between your customers and other customers </li></ul>…  .. … … …  …  .. … … …  … ...
New Tools / New Measurements Reach  – how far does it travel? Relevance  – does it support your intended direction? Influe...
Contextual Marketing:  Old <ul><li>marketers target users with ads based on a given web page's content </li></ul><ul><li>A...
Behavioral Marketing:  Old <ul><li>targets customers based on their behavior on websites  - Clickstream data and IP inform...
New  (Today)  <ul><li>Forget Audience Segmentation  - Segment by  Conversation </li></ul>
It’s about listening <ul><li>What should you listen for? </li></ul><ul><li>Your name </li></ul><ul><li>Your products </li>...
Reputation:
Reputation :
Reputation :
Online Reputation:
Online Reputation :
Online Reputation :
Online Reputation :
 
Tale of Two Tweets <ul><li>United Airlines </li></ul><ul><li>Southwest Airlines </li></ul>
(A Cautionary) Tale of Two Airlines …
 
 
 
 
 
 
 
 
Motrin Moms
Motrin Moms
<ul><li>“ Honestly, the only pain I have at the moment is the headache from refuting the ignorance in this Motrin ad. Anyo...
 
Motrin: November 18th
Motrin: Nov 18 th  #2
Motrin: 20 th  November   Screen clipping taken: 20/11/2008, 16:33    
 
 
 
RIGHT NOW ON twitter
 
3 Accused of Gang Rape in Monroeville
Final Words <ul><li>Social Media =  “Living Out Loud” </li></ul><ul><li>Social Media =  Conversations </li></ul><ul><li>Ma...
Thank You. @cjcornell C.J. Cornell Professor, Digital Media & Entrepreneurship Arizona State University Entrepreneur-in-Re...
<ul><li>http://socialmediaanswers.com/niche-social-networking-sites/ ’ </li></ul><ul><li>http://www.socialmediawebsites.co...
Useful Twitter tools <ul><li>Search twitter  :  Complete an advanced search around  </li></ul><ul><li>key phrases, within ...
Useful Twitter tools <ul><li>HootSuite :  A shared Twitter platform allowing multiple users, </li></ul><ul><li>pre-schedul...
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Social Media Serious Business

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Social Media, Serious Business. A webinar given for IPA members March 9, 2010

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  • Description: Social Media is a huge fad – but not a passing fad. Beyond the hype, social media is a “game changer” for business. It&apos;s an important component in any businesses marketing, communications, and customer relations AND its also an essential tool for your new product development, your customer focus groups, your corporate voice and identity. In short, Social Media can make or break your business in the very near future. Serious businesses need serious strategies and series tools to for success in today’s new media environment. Your marketing department needs a well articulated social networking marketing plan for all levels of your company including Executives and CEOs! Attend this webinar to learn what EVERYONE in your company needs to do in order to make use of this new communications phenomena for the future success and survival of your business.
  • It bears repeating!
  • (July 2009 = Iran elections)
  • (July 2009 = Iran elections)
  • My identity in the Web 2.0 world … by social network connections (“the strength of weak ties”)
  • My “identity” in the Web 1.0 world … frequency of search terms
  • Slides needs on the progression from Demographic (4 Ps) to Psychographic, to contextual marketing to behavioral targetring, to Viral and beyond
  • Thought leaders in marketing and business …
  • The ways that you can use this tool to “eavesdrop” on what’s being said are endless. At a bare minimum, I’d encourage you to follow what others are saying about you and your organization.
  • YouTube video that was made of angry Mom comments. http://www.youtube.com/watch?v=LhR-y1N6R8Q FYI, J&amp;J says that within six hours, the discussion had turned from “How could Motrin do this?” to “Where’s Motrin – why aren’t they responding, listening to us?”
  • YouTube video that was made of angry Mom comments. http://www.youtube.com/watch?v=LhR-y1N6R8Q FYI, J&amp;J says that within six hours, the discussion had turned from “How could Motrin do this?” to “Where’s Motrin – why aren’t they responding, listening to us?”
  • Social Media Serious Business

    1. 1. Social Media Social Networks Serious Business C.J. Cornell Professor, Digital Media & Entrepreneurship Arizona State University Entrepreneur-in-Residence Knight Center for Digital Media Entrepreneurship
    2. 2. It seems like there is always another social network to join or another tool I'm supposed to learn … How can I keep up? “ “ There is no hope. You can’t keep up. <ul><ul><ul><ul><ul><li>HBR Online, Aug 3 rd 2009 </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>Social Technology </li></ul></ul></ul></ul></ul>
    3. 3. Social Media Social Networks Serious Chaos
    4. 4. &quot;It takes all the running you can do, to keep in the same place” - The Red Queen Without Strategy , Objectives & Tools <ul><ul><ul><ul><ul><li>- CJ Cornell </li></ul></ul></ul></ul></ul>Using Social Media for Business is Futile & Pointless
    5. 5. Social Media - Serious Business Overview Essentials Tools & Technology Examples 3 4 5 6 The Future & Next Steps Reputation & Measurement 1 2
    6. 6. What is Social Media 1
    7. 7. 1 It’s nearly every site on the web
    8. 8. By Brian Solis of PR 2.0. - http://www.briansolis.com/2008/08/introducing-conversation-prism.html Blogging, Microblogging Photo, Music, Video Sharing Social Networks, Forums Document Sharing, Wikis Mobile, Location-Based Shopping
    9. 9. It’s anyplace where people are sharing … <ul><li>Content </li></ul><ul><li>Media </li></ul><ul><li>Ideas </li></ul><ul><li>Experience </li></ul><ul><li>Knowledge </li></ul>
    10. 11. Conversations Content Participation Sharing Relationships Identity Behavior Community Culture Influence Reputation
    11. 12. Conversations Content Participation Sharing Relationships Identity Behavior Community Culture Influence Reputation
    12. 13. Conversations Content Participation Sharing Relationships Identity Behavior Community Culture Influence Reputation
    13. 14. Conversations Content Participation Sharing Relationships Identity Behavior Community Culture Influence Reputation
    14. 15. Conversations Content Participation Sharing Relationships Identity Behavior Community Culture Influence Reputation
    15. 16. Conversations Content Participation Sharing Relationships Identity Behavior Community Culture Influence Reputation
    16. 17. Conversations Content Participation Sharing Relationships Identity Behavior Community Culture Influence Reputation
    17. 18. Conversations Content Participation Sharing Relationships Identity Behavior Community Culture Influence Reputation
    18. 19. Conversations Content Participation Sharing Relationships Identity Behavior Community Culture Influence Reputation
    19. 20. Conversations Content Participation Sharing Relationships Identity Behavior Community Culture Influence Reputation
    20. 21. Conversations Content Participation Sharing Relationships Identity Behavior Community Culture Influence Reputation
    21. 22. Conversations Content Participation Sharing Relationships Identity Behavior Community Culture Influence Reputation
    22. 23. Some Mindsets First …
    23. 24. <ul><li>New culture </li></ul><ul><li>New language </li></ul><ul><li>New customs </li></ul><ul><li>A stranger, outsider </li></ul>
    24. 25. <ul><li>It takes a long time to assimilate </li></ul><ul><li>… but only a moment to alienate </li></ul>
    25. 26. November 2009 March 2010 400 22% Twitter – 1 Billion Tweets per Month
    26. 27. November 2008: Social Media surpasses porn and email as the #1 activity on the web.”
    27. 28. Social Media surpasses porn and email as the #1 activity on the web.”
    28. 29. Iran -2009
    29. 32. Your Customers are on Social Media
    30. 33. Your Markets are on Social Media
    31. 34. If you’re not on social media sites, then you’re not on the Internet . (thus you don’t exist)
    32. 35. Using Participating Contributing Listening Connecting Conversing
    33. 36. <ul><li>… than to be proficient in the technology. </li></ul>It’s more important to create and execute a Social Media strategy ….
    34. 37. How do you get started ?
    35. 38. Have some objectives in mind … <ul><li>Before you start. </li></ul>
    36. 39. Reputation? Influence? Attraction? Trust? Enthusiasm? Loyalty?
    37. 40. The Essentials <ul><li>Before you start. What you need to know … </li></ul>
    38. 41. WordPress, Blogger, TypePad <ul><li>Free & Paid versions </li></ul><ul><li>Menu Driven Setup and Admin </li></ul><ul><li>Thousands of Extensions (plugins) </li></ul>Blogging – establishes expertise. Search engine friendly. Comments = social interaction
    39. 42. <ul><li>Free. One of the largest and most visited sites. </li></ul><ul><li>“ Fan” Pages for Business </li></ul><ul><li>Group Pages, Profile Pages </li></ul><ul><li>Apps, Advertising Platform </li></ul><ul><li>Analytics Platform </li></ul>Fastest growth with older users.
    40. 43. <ul><li>Free. </li></ul><ul><li>Create your own “mini-facebook” site </li></ul><ul><li>Focuses on Niche networks </li></ul><ul><li>Enables Blogging, feeds, apps, forums, chat and more </li></ul><ul><li>Menu driven configuration </li></ul>Fastest growth with older users.
    41. 44. <ul><li>Free. </li></ul><ul><li>Allows uploading, sharing and downloading of powerpoint and PDF presentations </li></ul><ul><li>People comment on slide-decks just like on bog sites. </li></ul>
    42. 45. <ul><li>Free. </li></ul><ul><li>Business Focused </li></ul><ul><li>Profile centric </li></ul><ul><li>Adding more communications tools. </li></ul>
    43. 46. <ul><li>Free. </li></ul><ul><li>Constant stream of “tweets” – data –all over the world. </li></ul><ul><li>Lots of measurement and analysis tools </li></ul><ul><li>“ Real time” – i.e.”what’s happening now” </li></ul>
    44. 47. Identity Allow me to introduce myself ...
    45. 48. Identity & Reputation are more important <ul><li>Than, well, just about anything else – including technology. </li></ul>
    46. 49. Me 1.0
    47. 50. 2.0
    48. 51. About Me (2.0) Twitter: cjcornell Linkedin: cjcornell AcademiaU: CJCornell  Facebook: cjcornell ASU [email_address] http://cronkite.asu.edu/faculty/cornellbio.php [email_address] http://www.hypervideonetworks.com/cjcornell/ Skype: cjcornell Amazon eBay YouTube Hulu Netflix
    49. 52. Academic Persona
    50. 53. User-Group Persona
    51. 54. Martial Arts Persona
    52. 61. @cjcornell #ipa-cj
    53. 62. In the “Social Web”, Identity = Persona … While the “citizens” have multiple Persona - your personal and corporate brand should not. Consistency is important.
    54. 63. Persona Personal Company Unknown to Crowd Known to Crowd Friend Brand
    55. 64. Persona Personal Corporation Unknown to Crowd Known to Crowd Personal Friend Personal Brand Corporate Friend Corporate Brand
    56. 65. Persona Self Expression, Casual, Activities, Life-sharing, Life-casting Build Reputation, establish identity, enhance value Serves an existing customer base. Support; Satisfaction, Loyalty. Acquiring new customers. Reputation / Positioning. Watching Trends. Personal Friend Personal Brand Corporate Friend Corporate Brand
    57. 66. Where you need to “live” Essential Optional/ Recommended Future Personal Friend
    58. 67. Where you need to “live” Essential Future Optional/ Recommended Personal Brand
    59. 68. Where you need to “live” Essential Future Optional/ Recommended Corporate Friend
    60. 69. Where you need to “live” Essential Future Optional/ Recommended Corporate Brand
    61. 70. Persona Activities Participate, Share, Contribute Contribute, Connect, Share Converse, Contribute, Analyze Listen, Analyze, Create Personal Friend Personal Brand Corporate Friend Corporate Brand
    62. 71. Converse <ul><li>Engaging in a dialog with 1 or more members of the community: Usually real-time or near real-time. </li></ul>… .. … … … … .. … … …
    63. 72. Converse <ul><li>Yes, it takes time and attention. And there are unique norms for conversing with individuals and groups. </li></ul>
    64. 73. Reply using the exact SAME method you were first contacted <ul><li>Email-Email, Comment-Comment, Tweet to Tweet, Wall to Wall </li></ul>Rule :
    65. 74. Participate <ul><li>More than just conversation: Sharing in the activities of the group – in a way that adds to the community </li></ul>
    66. 75. Listen <ul><li>Constant monitoring of all conversations and activities relevant to your interests AND your customers’ interests. </li></ul>… .. … … … … .. … … … … .. … … … … .. … … … … .. … … …
    67. 76. Contribute <ul><li>Either by creating, collecting or aggregating media, or by connecting members to other members of your network. Adding value. </li></ul>
    68. 77. Regular Profile Page Profile. “My Resume” Page. Select photos. Twitter link Group-Profile Page. Fan Page. Setup Ongoing Comments on photos, wall. Some chat. Tag news/articles. Blog. Update status regularly Monitor emails and wall. Frequent but relevant news/feed updates. Event Ivites Personal Friend Personal Brand Corporate Friend Corporate Brand
    69. 78. N/A Standard.Robust ”about” screen One blog for corp – but individual users can write category specific post. One blog – usually by the CEO or most senior exec. Setup Ongoing N/A Post at least 3x week, with links and photos. Scan andreply to comments Post at least 3x week, with links and photos. Scan andreply to comments Post at least 1x week, but include announcements (not Press releases) Personal Friend Personal Brand Corporate Friend Corporate Brand
    70. 79. N/A Std. Include in profile a separate email address. Std, Assign to multiple employees Setup Ongoing N/A Post at least 3x week, with links and photos. Scan andreply to comments Use notification tools to “listen” and respond asap. Tweet industry news as well as company annoucements. Personal Friend Personal Brand Corporate Friend Corporate Brand
    71. 80. <ul><li>www.facebook.com </li></ul><ul><li>www.twitter.com </li></ul><ul><li>www.linkedin.com </li></ul><ul><li>www.slideshare.com </li></ul><ul><li>www.youtube.com </li></ul>
    72. 81. Rules and Tools
    73. 82. <ul><li>Use an email address that you check often </li></ul><ul><li>Post a real profile photo – at least one </li></ul><ul><li>Post a real profile </li></ul><ul><li>Check and participate regularly </li></ul>Universal Etiquette “ Do”
    74. 83. <ul><li>Don’t invite everyone in your list </li></ul><ul><li>Send attachments (unless …) </li></ul><ul><li>Have just one “corporate” account </li></ul><ul><li>Restrict Social Media participation to just a few employees </li></ul><ul><li>Use fake names (or fake anything ) </li></ul>Universal Etiquette “ Don’t”
    75. 84. We’re Living Out LOUD, Now
    76. 85. Living Out LOUD: Actively I am doing … Spending Working Location eating I feel $$ Fun
    77. 86. Current Listening Posts http://www.symposiumc6.com/images/bio/details/DIETZhansen_big.jpg Twitter: The Pulse of the Internet
    78. 87. What is Highly popular with celebrities, media and executives, Twitter is a microblogging platform composed of 140 character. Evan Williams, Twitter‘s founder, created it as a basic site to answer one simple question: “ Twitter lets people know what’s going on about things they care about instantly, as it happens,” Evan Williams, Twitter’s CEO, told The New York Times: “In the best cases, Twitter makes people smarter and faster and more efficient.”
    79. 88. <ul><li>To Start a Conversation </li></ul><ul><li>Simple type your message in the “What are you doing?” box. </li></ul><ul><li>You are limited to 140 characters. </li></ul><ul><li>You can use service like www.bit.ly to shorten a URL when you include a link. </li></ul>GETTING STARTED
    80. 89. <ul><li>Go to search.twitter.com </li></ul><ul><li>Enter in your search terms </li></ul><ul><li>Review to see if you got the results you had expected, you may need to select another set of keywords. </li></ul>SEARCH ON TWITTER
    81. 90. HootSuite
    82. 91. Blippy – What are you buying?
    83. 95. Measuring Reputation
    84. 102. Analytics
    85. 103. Useful Twitter tools <ul><li>TwitterGrader : Measures the relative power and authority of a Twitter </li></ul><ul><li>user by calculating number of followers, power of network of followers, </li></ul><ul><li>pace of updates and completeness of a user’s profile. </li></ul><ul><li>Twhirl : Centrally manages activity, messaging and updating for Twitter </li></ul><ul><li>and platforms (FriendFeed, Identi.ca and Seesmic). </li></ul><ul><li>TwitScoop : Tells you “What’s hot right now?”, presenting trend </li></ul><ul><li>comparisons and volume of conversation. </li></ul><ul><li>Twitterberry and Twitterfox : Downloadable Blackberry app and </li></ul><ul><li>Firefox plugin for Twitter. </li></ul><ul><li>Go to Tweepler to see who to follow and who not to follow. </li></ul><ul><li>Go to Trendistic to view the volume of conversation about your </li></ul><ul><li>brand, products… </li></ul>
    86. 104. Sentiment Analysis
    87. 105. What is sentiment analysis? <ul><li>“… translating the vagaries of human emotion into hard data” [primarily in the online world] </li></ul><ul><li>Mining the web for feelings, not facts (NYT) </li></ul><ul><li>“… us[ing] automated tools to discern, extract and process attitudinal information found in text…” </li></ul><ul><li>Sentiment Analysis: Opportunities and Challenges (Grimes, 2008) </li></ul><ul><li>“… an attempt to automatically process and possibly learn from the universe of people’s online chatter” </li></ul><ul><li> (Me, 2009) </li></ul>
    88. 109. Emotions Drive Behavior Trend Emotions = Trend Behavior
    89. 110. Personal Use
    90. 111. Market Research/Business Intelligence <ul><li>Marketing </li></ul><ul><li>Customer satisfaction </li></ul><ul><li>Prediction markets </li></ul><ul><li>Economics </li></ul><ul><li>Computational Linguistics </li></ul><ul><li>Semantic web (incorporating “feelings” into “meaning” – this could be big) </li></ul>
    91. 112. Marketing Changes Dramatically
    92. 113. Markets are conversations <ul><li>Mainly between your customers and other customers </li></ul>… .. … … … … .. … … … … .. … … … … .. … … … … .. … … …
    93. 114. New Tools / New Measurements Reach – how far does it travel? Relevance – does it support your intended direction? Influence – who shares and passes along with who? Authority – how trusted is the source? Engagement – how involved do they get?
    94. 115. Contextual Marketing: Old <ul><li>marketers target users with ads based on a given web page's content </li></ul><ul><li>Adsense … </li></ul>
    95. 116. Behavioral Marketing: Old <ul><li>targets customers based on their behavior on websites - Clickstream data and IP information </li></ul><ul><li>Segments and Categorizes the audience </li></ul><ul><li>Demographic Targeting, Psychographic </li></ul>
    96. 117. New (Today) <ul><li>Forget Audience Segmentation - Segment by Conversation </li></ul>
    97. 118. It’s about listening <ul><li>What should you listen for? </li></ul><ul><li>Your name </li></ul><ul><li>Your products </li></ul><ul><li>Your Organization or </li></ul><ul><li>Business </li></ul><ul><li>Community </li></ul><ul><li>Competition </li></ul><ul><li>Clients </li></ul><ul><li>Writing Topics </li></ul>
    98. 119. Reputation:
    99. 120. Reputation :
    100. 121. Reputation :
    101. 122. Online Reputation:
    102. 123. Online Reputation :
    103. 124. Online Reputation :
    104. 125. Online Reputation :
    105. 127. Tale of Two Tweets <ul><li>United Airlines </li></ul><ul><li>Southwest Airlines </li></ul>
    106. 128. (A Cautionary) Tale of Two Airlines …
    107. 137. Motrin Moms
    108. 138. Motrin Moms
    109. 139. <ul><li>“ Honestly, the only pain I have at the moment is the headache from refuting the ignorance in this Motrin ad. Anyone have a generic ibuprofen?” </li></ul>“ Wow, Motrin, way to mismarket. My sling is saving my life and has been for 15 months now. Have you tried carrying a baby all day?” “ I agree. NO to Motrin. Generic ibuprofen works for me! And wearing my son never gave me back pain.”
    110. 141. Motrin: November 18th
    111. 142. Motrin: Nov 18 th #2
    112. 143. Motrin: 20 th November   Screen clipping taken: 20/11/2008, 16:33    
    113. 147. RIGHT NOW ON twitter
    114. 149. 3 Accused of Gang Rape in Monroeville
    115. 150. Final Words <ul><li>Social Media = “Living Out Loud” </li></ul><ul><li>Social Media = Conversations </li></ul><ul><li>Marketing = Listening + Contributing + Participating </li></ul><ul><li>Decide your Persona and use the right Strategy </li></ul><ul><li>Monitor using Analytic Tools , and Predict </li></ul>
    116. 151. Thank You. @cjcornell C.J. Cornell Professor, Digital Media & Entrepreneurship Arizona State University Entrepreneur-in-Residence Knight Center for Digital Media Entrepreneurship
    117. 152. <ul><li>http://socialmediaanswers.com/niche-social-networking-sites/ ’ </li></ul><ul><li>http://www.socialmediawebsites.com/ </li></ul>
    118. 153. Useful Twitter tools <ul><li>Search twitter : Complete an advanced search around </li></ul><ul><li>key phrases, within specific dates, and from specific handles. </li></ul><ul><li>(Often broken, Google search is the best back up!) </li></ul><ul><li>TweetDeck : A desktop app that lets you organize your </li></ul><ul><li>followers into specific categories (i.e. industry leaders, customers, </li></ul><ul><li>potential customers, etc.) </li></ul><ul><li>TwitPic : Provides a bridge from your camera phone to </li></ul><ul><li>Twitter. Pictures can either post to the Twitter public timeline </li></ul><ul><li>from phone via email or through the site. </li></ul><ul><li>TweetLater and CoTweet : Allow you time your Tweets </li></ul><ul><li>to be created now and published later. </li></ul><ul><li>Seesmic : A desktop client to manage your lifestream from Facebook & multiple Twitter accounts.Create groups and searches and view them any way you like </li></ul><ul><li>Mixero : Twitter client helps in controlling the flow and noise of information – Great to monitor groups and channels </li></ul>Useful Twitter tools
    119. 154. Useful Twitter tools <ul><li>HootSuite : A shared Twitter platform allowing multiple users, </li></ul><ul><li>pre-scheduled tweets, and click statistics including charts and </li></ul><ul><li>your most popular tweets. </li></ul><ul><li>TweetVolume : Find out what keywords to use based on their </li></ul><ul><li>popularity and conversation volume on twitter. </li></ul><ul><li>TweetBeep : The Google Alerts for Twitter, allows you to monitor </li></ul><ul><li>conversations that mention you, your brand, related/competitor </li></ul><ul><li>products, and links to your website/blog. Alerted as keywords </li></ul><ul><li>appear, reducing the need for a manual search. </li></ul><ul><li>Twitterholic : Find out who has the most followers and who can </li></ul><ul><li>be an influential asset to your campaign. </li></ul><ul><li>ExecTweets : Find and follow top executives on Twitter. </li></ul><ul><li>Twollow : Put in key words and automatically add you to people </li></ul><ul><li>with those words in there profile. </li></ul><ul><li>Mr Tweet : Your personal Twitter assistant suggests which influencers </li></ul><ul><li>and followers……………. </li></ul>

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