Getting on the Grid: The
Basics of Social Media Presented by: David Mitzenmacher Director of Customer Experience Rackspace Hosting Date: November 2008
2 Today’s Agenda • The
Evolution of Online Brand Discussions • Levels of Involvement • Rules of Engagement • Taxonomy of Popular Social Networks • The Social Media Toolbox
3 Web 1.0 Buy XYZ
brand widgets! Buy ABC brand widgets! XYZ.com ABC.com Customers Companies were the primary publishers of information about their brand. Customers were passive audiences.
4 Web 1.5 XYZ Widgets
are Except the new pretty good. model has bugs QUIET YOU!!! XYZ.com Customer comments integrated in to companies’ websites … but only the positive ones.
5 Web 2.0 XYZ Widgets
are Except the new pretty good. model has some bugs. Buy XYZ brand widgets Customers.org Conversations are happening in a million different places, and often times companies aren’t invited.
13 Levels of Involvement Involvement
Description Good For … Do Nothing Completely ignore social media. Industries where brand reputation is not important, or decision makers are not influenced by social media. Brand Watcher Use tools to find when your brand Most companies. is mentioned, and respond as appropriate. Content Publisher Create brand-specific content Companies with compelling content, opinions or features that will attract regular visitors. Trusted Community Active participant in your niche High-touch, close knit community communities, even when the topic of customers. Products aimed at Member is not about you. bleeding-edge adopters and power users.
14 Your Platform or Mine?
Platform Pros Cons Social Network hosted You can moderate and Hard to attract audience on your own site direct the conversation May be viewed as censored or whitewashed Can be costly Established Social Huge audience Getting a mass market Network audience to care about Prebuilt platform your specific product Niche Networks/Blogs Incredibly passionate Incredibly passionate audience audience!
15 Before You Jump In
… Think like an anthropologist. Before engaging, determine: • Who are the members of the community? Who are the influencers? • Are there any companies currently interacting with this community? What are the successful ones doing? • What are the written and unwritten rules of this community?
16 Social Network Taxonomy Network
Description Good For … Not So Great For … About the Users Facebook The most popular social networking Advertising – higher click through Conversations tend to be Early membership site in the US. Originally targeted to and conversion than most social limited to those within your requirements seeded the college students, it later became open networking sites. network, thus narrowing scope community with college to anyone corporate employees, and and reach graduates and corporate eventually to anyone. Incredibly viral community a good employees. “Where white match for B2C products that have collar workers let their hair passionate customers. down” MySpace Prior to Facebook, MySpace was the Passionate community, especially B2B is a non-starter on Comparatively younger, less king of social networking sites. around entertainment (music, MySpace. Don’t bother. educated and lower household Acquired by Fox Interactive. movies). income compared to Facebook. Youth brands. Twitter Microblogging platform – update via Very passionate community, 140 characters limits what you Technically savvy, early mobile phone or web in 140 relatively easy for messages to go can communicate. adopters. Many influencers are characters or less. viral. power-users of Twitter. Great channel for customer service. LinkedIn Professional social networking site. B2B. Reaching decision makers Non-luxury consumer brands. Highest average income & and high-income individuals. education of all social networks (by far). YouTube Video sharing site Publishing content. Lots of views Comments section will remind Viewers are varied, but active and linking. you of Junior High. commenters are mostly teens/tweens. Digg Link sharing site with voting The “kingmaker” for getting sites Very insular community. College-age, technically savvy. to go viral
17 Social Media Rules of
Engagement • Authenticity matters. Steer clear of “marketing speak” • Each community has its’ own social mores. Ignore them at your own peril! • Don’t attempt to control the conversation. • Never, ever ask someone to unpublish something simply because it is negative. • Always remember that it’s a two way conversation.
21 Creating a Watch Feed
1. Enter your keywords into Google Blog Search (google.com/blogsearch) 2. Click on the “RSS” link on the results page 3. This feed will be automatically added to your feed reader!
24 Placing it in Context
These are your influencers. Make Model of “break news and then every attempt to be continuously move on” means short attention engaged with this group. Seek span. Evaluate damage and product input, ask them to serve on formulate response with the mindset your customer council, etc. of “respond now or don’t bother”. Break Stories Commentary Size of Audience This group sees themselves as one hot tip away from being the next Matt This group tends to be personal Drudge. Tread carefully. Understand blogs that are read by the friends and the size of the audience and family of the author. In most cases, potential liabilities before responding, this is a job for your customer service as this group is more interested in department to handle in a 1:1 being first than being right. manner.
27 Recap: Create Your Plan
of Attack • Decide on your level of involvement • Choose the networks in which you wish to participate • Setup your “brand watcher” feeds • Develop your response plan for each of the 4 quadrants