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Social Media
The Power and Value of Unmarketing
November 2011



                © Qais Consulting, 2011. Confidential. All rights reserved
According To Wikipedia




          Social Media is…
          "a group of Internet-based applications that
          build on the ideological and technological
          foundations of Web 2.0, and that allow the
          creation and exchange of user-generated
          content."
According To Wikipedia




          Social Media is…
          "a group of Internet-based applications that
          build on the ideological and technological
          foundations of Web 2.0, and that allow the
          creation and exchange of user-generated
          content."



                          (YAWN)
Social Media
Experts…
Do they really exist?
Example: Guaranteed Viral
This is the first website that came up when I searched
for “Guaranteed Viral” on Google
They have a YouTube video
   embedded into their
homepage. I decided to take
    a look at the stats
Their own video
 didn‟t go viral?
Ok, back up.
Lets see what is going on here…
Most Social Media
Channels are free to
      set up
But we shouldn‟t
confuse „free” with
     “cheap”
and that your
                         content will
Get rid of the idea    somehow “go
that you can have     viral” all by itself
 a cheap strategy
Social Media is not the “bargain basement”
               of marketing.
It‟s laughable
This is an example of a
 well-known campaign
    that did go viral
It also cost just around
  one million euros to
         produce
There are
opportunities
                But they need to
                  be put into
                 perspective…




                                   17
In these circumstances, a
carefully planned, steady
    approach is critical
Social Media is an Information Jungle
Each day, the equivalent of the
population of the entire state of Texas
joins Facebook




                                          20
Each day, more information is tweeted than is
held in the entire Library of Congress
Each day, more video content is uploaded
onto the internet than the entire output of
Hollywood from the beginning of time
Stat Attack!


 • The most amazing thing about those stats?
Stat Attack!


 • The most amazing thing about those stats?

 • I made them all up
Stat Attack!


 • The most amazing thing about those stats?

 • I made them all up

 • Actually – they are pretty close to the truth
Stat Attack!


 • The most amazing thing about those stats?

 • I made them all up
      We get it - Social Media is huge,
 •   Actually – they are pretty close to the truth
             enormous, gigantic....
Stat Attack!


 • The most amazing thing about those stats?

 • I made them all up
 There isn‟t really an adequate adjective
 • Actually – they are pretty close to the truth
       to describe it in its fullness
Take a deep breath and imagine!

                                  28
Social Media is an Information Jungle
We are all trying to make sense of
For a lot of companies it looks a bit like this

                                               OK, let‟s
    Need         Where‟s
                   The
                                  What
                                should we
                                                just go
   content       Budget?           do?         with what
                                               we have




                                                   Who‟s
     Refer to    Execs &       What‟s it for    responsible
    Marketing    Managers       anyway?           for this
                                                 anyway?




                 Actually,
     Talk to                    Still Need       Going In
                 make that
     global                      Content         Circles
                   PR
For a lot of companies it looks a bit like this

                                               OK, let‟s
    Need         Where‟s
                   The
                                  What
                                should we
                                                just go
   content       Budget?           do?         with what
                                               we have




     Refer to
                 A headache.
                 Execs &       What‟s it for
                                                   Who‟s
                                                responsible
    Marketing    Managers       anyway?           for this
                                                 anyway?




                 Actually,
     Talk to                    Still Need       Going In
                 make that
     global                      Content         Circles
                   PR
Where do we start?
What are our
Who is our                     priorities?
  target
audience?




             What info do we have that would
                  be useful/of interest?
What are our
Who is our                     priorities?
  target
audience?
    Sometimes the most basic
 questions are the most important

             What info do we have that would
                  be useful/of interest?
A “Map and Compass”
For Social Media Explorers
Approve




 Plan
                                      Post
Content




      Analyze
                           Interact
      & Report
Approve




   Plan
                                        Post
  Content

An adaptive workflow is crucial


        Analyze
                             Interact
        & Report



                                               37
Audience
                   Acquisition




                   ESSENTIAL
               INGREDIENTS FOR
               A STRONG SOCIAL
               MEDIA PRESENCE



 Content                          Platform
Optimisation                     Optimisation
Audience
                   Acquisition




        Experience helps
    Some factors areFOR
               ESSENTIAL
            INGREDIENTS
                         consistent
               A STRONG SOCIAL
               MEDIA PRESENCE



 Content                          Platform
Optimisation                     Optimisation




                                                39
A few very quick examples
#1
Fan Gate
Platform Optimisation Example: Fan Gate




                                   What better
                                   way to
                                   welcome
                                   people to
                                   your
                                   Facebook
                                   page
Platform Optimisation Example: Fan Gate




                                   Than with a
                                   clear and
                                   beautiful
                                   call to
                                   action
#2
Facebook SEO
Platform Optimisation Example: SEO



                               Facebook
                               Pages‟ info
                               section:

                               It‟s usually full
                               of boring text
                               that most
                               people never
                               read
Platform Optimisation Example: SEO


                             With some clever
                             techniques you
                             can also optimise
                             for search
#3
Newsfeed Optimisation
Content Optimisation Example: NFO




 • EdgeRank is Facebook‟s algorithm that determines
   when and how a post is shown in a users Newsfeed

 • Using Newsfeed Optimisation, or NFO, we change the
   way we post content in order to raise impressions and
   levels of engagement
Some Features of Newsfeed Optimisation

 • Keep posts social – less of the corporate
   brochure-speak
 • Optimise post types (images, videos, polls, fill in
   the blank etc.) and timings
 • Focus more on trivia and miscellaneous items to
   build an affinity
 • Ask more questions, Invite passionate debate, use
   humour
 • Tip the balance in favour of sharing instead of self-
   promotion
 • Recognise your fans‟ awesomeness
#4
“Like To Enter” Sweepstakes
Audience Acquisition Example: “Like To Enter”




                        “Like our page to be in
                         with a chance to win!”
There are millions of examples
Social Media is an Information Jungle
We are all trying to
 make sense of it
Therefore we are all
    “explorers”
Of course when you are an
explorer, a decent guide does
  not usually come for free
But I‟ll share a few
         gems
The REA Model
The
REA Model
Reach
Market Share/ Brand Awareness

 Getting users to your site

KPIs

Unique Users
Visits
Pageviews

Newsletter Signups

Search Market Share

Facebook Fans
Twitter Followers
YouTube Subscribers
Earned Impressions
  - Newsfeed Impressions
  - Re-tweet Impressions
Organic Uplift

Paid Impressions
Reach
Frequency
Unique Audience Delivered
eGRPs
The REA
Model
Engagement
Building brand equity

 Getting users to spend time
  with you

KPIs

Time Spent on Site
Page views Per User
Page views Per Visit
Bounce Rate

Repeat Visits

Conversation Rate
  - Comment
Amplification Rate
  - Shares & Re-tweets
Applause Rate
  - Likes & +1’s
Social Media Interaction Rate
  - People Talking About This
Subscriber/ Fan/ Follower
Signup Rate

Rich Media Engagement Rate
Rich Media Time Spent
Ad Click Thru Rate
The REA
Model
Activation
Building Value/ Lead Generation

 Turning fans into participants

KPIs

Activation Conversion Rate
Participant Value
Participation Value
Post-Activation Engagement Rate

Participant Virality
Re-activation Rate

Inferred Economic Value
Customer Lifetime Value
The REA Model

                           Reach                          Engagement                            Activation
                     Building Market Share               Building brand equity                   Building Value



    Paid
 Display, PPC,
   Affiliates


  Owned
   Websites
Social Channels
     Email


  Earned
 Social WoM
    SEO




                                          Analytics & Optimisation
                  Monthly analysis, fix identification, multivariate testing, optimisation implementations



                                                   Maintenance
                               Housekeeping, change requests, Implement remedial fixes
The REA Model

                           Reach                          Engagement                            Activation
                     Building Market Share               Building brand equity                   Building Value



    Paid
 Display, PPC,
   Affiliates


  Owned
   Websites
Social Channels
     Email
                                  Now we have
  Earned                      an activation strategy
 Social WoM
    SEO




                                          Analytics & Optimisation
                  Monthly analysis, fix identification, multivariate testing, optimisation implementations



                                                   Maintenance
                               Housekeeping, change requests, Implement remedial fixes
Benchmarking
Benchmarking


  Total Audience
  Total Sample Size
  Comments                                      Modeling Variables
  Likes
  Engagement (Comments + Likes)
  Total Impressions
  Avg Impressions Per Post
  (Total Impressions divided by Sample Size)
                                                     Reach
  Total Impressions rate
  (Avg Impressions divided by Total Audience)

  Engagement rate by impressions
  (Engagement divided by avg impressions)
                                                  Engagement
  Total Engagement Rate
  (Engagement divided by total fan numbers)
Benchmarking


  Total Audience
  Total Sample Size
  Comments                                      Modeling Variables
  Likes
  Engagement (Comments + Likes)
  Total Impressions
                        Now we have a
  Avg Impressions Per Post
  (Total Impressions divided by Sample Size)
                      benchmarking model
                                    Reach
  Total Impressions rate
  (Avg Impressions divided by Total Audience)

  Engagement rate by impressions
  (Engagement divided by avg impressions)
                                                  Engagement
  Total Engagement Rate
  (Engagement divided by total fan numbers)
As a wise man once said
The present is a gift. Here are some gifts
?


DEFINE YOUR
STRATEGY
FIRST
OPTIMISE YOUR
CONTENT
ASK QUESTIONS
USE
CONTENT
CALENDARS
                                                                     New Ideas

                                                 Old Ideas




                                                                 Team
                                                              Contributions




                                                   November 2011
Sunday         Monday                  Tuesday               Wednesday                Thursday          Friday       Saturday
          1                      2                   3                           4                5              6
         NFO Content                                Featured Destination                         Photo Gallery
         Featured Destination                       Poll                                         Video Content
                                Photo Gallery                                    NFO Content
         Featured Destination                                                    Promotions
                                Poll                                                             NFO Content
KNOW YOUR
HYGIENE POINTS
AND STICK TO
THEM
!!!!!!!!!!!!!!!!!!!!!



AVOID BEING TOO
SELF
PROMOTIONAL
USE LINKED IN
PROPERLY
(it‟s for your own benefit)
KEEP UP WITH
   TECH AND
SOCIAL MEDIA
       NEWS
(   )
The future?
The Future?




        Website   Book
The Future?




                  Read The Cluetrain
                      Manifesto




        Website                        Book
In conclusion
The Jungle Book is a classic but…
You don‟t get good at walking through the
        jungle by reading a book
Get out there and
    explore!
Do social media
experts really exist?
Follow me on Twitter!
 @dmelius, we can
 discuss it there 



                        84
Thank You
Qais Consulting
1A Stanley Street
Singapore 068720
www.qaisconsulting.com

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Social Media the Power and Value of Unmarketing

  • 1. Social Media The Power and Value of Unmarketing November 2011 © Qais Consulting, 2011. Confidential. All rights reserved
  • 2. According To Wikipedia Social Media is… "a group of Internet-based applications that build on the ideological and technological foundations of Web 2.0, and that allow the creation and exchange of user-generated content."
  • 3. According To Wikipedia Social Media is… "a group of Internet-based applications that build on the ideological and technological foundations of Web 2.0, and that allow the creation and exchange of user-generated content." (YAWN)
  • 6. This is the first website that came up when I searched for “Guaranteed Viral” on Google
  • 7. They have a YouTube video embedded into their homepage. I decided to take a look at the stats
  • 8. Their own video didn‟t go viral?
  • 9. Ok, back up. Lets see what is going on here…
  • 10. Most Social Media Channels are free to set up
  • 11. But we shouldn‟t confuse „free” with “cheap”
  • 12. and that your content will Get rid of the idea somehow “go that you can have viral” all by itself a cheap strategy
  • 13. Social Media is not the “bargain basement” of marketing.
  • 15. This is an example of a well-known campaign that did go viral
  • 16. It also cost just around one million euros to produce
  • 17. There are opportunities But they need to be put into perspective… 17
  • 18. In these circumstances, a carefully planned, steady approach is critical
  • 19. Social Media is an Information Jungle
  • 20. Each day, the equivalent of the population of the entire state of Texas joins Facebook 20
  • 21. Each day, more information is tweeted than is held in the entire Library of Congress
  • 22. Each day, more video content is uploaded onto the internet than the entire output of Hollywood from the beginning of time
  • 23. Stat Attack! • The most amazing thing about those stats?
  • 24. Stat Attack! • The most amazing thing about those stats? • I made them all up
  • 25. Stat Attack! • The most amazing thing about those stats? • I made them all up • Actually – they are pretty close to the truth
  • 26. Stat Attack! • The most amazing thing about those stats? • I made them all up We get it - Social Media is huge, • Actually – they are pretty close to the truth enormous, gigantic....
  • 27. Stat Attack! • The most amazing thing about those stats? • I made them all up There isn‟t really an adequate adjective • Actually – they are pretty close to the truth to describe it in its fullness
  • 28. Take a deep breath and imagine! 28
  • 29. Social Media is an Information Jungle We are all trying to make sense of
  • 30. For a lot of companies it looks a bit like this OK, let‟s Need Where‟s The What should we just go content Budget? do? with what we have Who‟s Refer to Execs & What‟s it for responsible Marketing Managers anyway? for this anyway? Actually, Talk to Still Need Going In make that global Content Circles PR
  • 31. For a lot of companies it looks a bit like this OK, let‟s Need Where‟s The What should we just go content Budget? do? with what we have Refer to A headache. Execs & What‟s it for Who‟s responsible Marketing Managers anyway? for this anyway? Actually, Talk to Still Need Going In make that global Content Circles PR
  • 32. Where do we start?
  • 33. What are our Who is our priorities? target audience? What info do we have that would be useful/of interest?
  • 34. What are our Who is our priorities? target audience? Sometimes the most basic questions are the most important What info do we have that would be useful/of interest?
  • 35. A “Map and Compass” For Social Media Explorers
  • 36. Approve Plan Post Content Analyze Interact & Report
  • 37. Approve Plan Post Content An adaptive workflow is crucial Analyze Interact & Report 37
  • 38. Audience Acquisition ESSENTIAL INGREDIENTS FOR A STRONG SOCIAL MEDIA PRESENCE Content Platform Optimisation Optimisation
  • 39. Audience Acquisition Experience helps Some factors areFOR ESSENTIAL INGREDIENTS consistent A STRONG SOCIAL MEDIA PRESENCE Content Platform Optimisation Optimisation 39
  • 40. A few very quick examples
  • 42. Platform Optimisation Example: Fan Gate What better way to welcome people to your Facebook page
  • 43. Platform Optimisation Example: Fan Gate Than with a clear and beautiful call to action
  • 45. Platform Optimisation Example: SEO Facebook Pages‟ info section: It‟s usually full of boring text that most people never read
  • 46. Platform Optimisation Example: SEO With some clever techniques you can also optimise for search
  • 48. Content Optimisation Example: NFO • EdgeRank is Facebook‟s algorithm that determines when and how a post is shown in a users Newsfeed • Using Newsfeed Optimisation, or NFO, we change the way we post content in order to raise impressions and levels of engagement
  • 49. Some Features of Newsfeed Optimisation • Keep posts social – less of the corporate brochure-speak • Optimise post types (images, videos, polls, fill in the blank etc.) and timings • Focus more on trivia and miscellaneous items to build an affinity • Ask more questions, Invite passionate debate, use humour • Tip the balance in favour of sharing instead of self- promotion • Recognise your fans‟ awesomeness
  • 50. #4 “Like To Enter” Sweepstakes
  • 51. Audience Acquisition Example: “Like To Enter” “Like our page to be in with a chance to win!”
  • 52. There are millions of examples
  • 53. Social Media is an Information Jungle
  • 54. We are all trying to make sense of it Therefore we are all “explorers”
  • 55. Of course when you are an explorer, a decent guide does not usually come for free
  • 56. But I‟ll share a few gems
  • 58. The REA Model Reach Market Share/ Brand Awareness  Getting users to your site KPIs Unique Users Visits Pageviews Newsletter Signups Search Market Share Facebook Fans Twitter Followers YouTube Subscribers Earned Impressions - Newsfeed Impressions - Re-tweet Impressions Organic Uplift Paid Impressions Reach Frequency Unique Audience Delivered eGRPs
  • 59. The REA Model Engagement Building brand equity  Getting users to spend time with you KPIs Time Spent on Site Page views Per User Page views Per Visit Bounce Rate Repeat Visits Conversation Rate - Comment Amplification Rate - Shares & Re-tweets Applause Rate - Likes & +1’s Social Media Interaction Rate - People Talking About This Subscriber/ Fan/ Follower Signup Rate Rich Media Engagement Rate Rich Media Time Spent Ad Click Thru Rate
  • 60. The REA Model Activation Building Value/ Lead Generation  Turning fans into participants KPIs Activation Conversion Rate Participant Value Participation Value Post-Activation Engagement Rate Participant Virality Re-activation Rate Inferred Economic Value Customer Lifetime Value
  • 61. The REA Model Reach Engagement Activation Building Market Share Building brand equity Building Value Paid Display, PPC, Affiliates Owned Websites Social Channels Email Earned Social WoM SEO Analytics & Optimisation Monthly analysis, fix identification, multivariate testing, optimisation implementations Maintenance Housekeeping, change requests, Implement remedial fixes
  • 62. The REA Model Reach Engagement Activation Building Market Share Building brand equity Building Value Paid Display, PPC, Affiliates Owned Websites Social Channels Email Now we have Earned an activation strategy Social WoM SEO Analytics & Optimisation Monthly analysis, fix identification, multivariate testing, optimisation implementations Maintenance Housekeeping, change requests, Implement remedial fixes
  • 64. Benchmarking Total Audience Total Sample Size Comments Modeling Variables Likes Engagement (Comments + Likes) Total Impressions Avg Impressions Per Post (Total Impressions divided by Sample Size) Reach Total Impressions rate (Avg Impressions divided by Total Audience) Engagement rate by impressions (Engagement divided by avg impressions) Engagement Total Engagement Rate (Engagement divided by total fan numbers)
  • 65. Benchmarking Total Audience Total Sample Size Comments Modeling Variables Likes Engagement (Comments + Likes) Total Impressions Now we have a Avg Impressions Per Post (Total Impressions divided by Sample Size) benchmarking model Reach Total Impressions rate (Avg Impressions divided by Total Audience) Engagement rate by impressions (Engagement divided by avg impressions) Engagement Total Engagement Rate (Engagement divided by total fan numbers)
  • 66. As a wise man once said The present is a gift. Here are some gifts
  • 70. USE CONTENT CALENDARS New Ideas Old Ideas Team Contributions November 2011 Sunday Monday Tuesday Wednesday Thursday Friday Saturday 1 2 3 4 5 6 NFO Content Featured Destination Photo Gallery Featured Destination Poll Video Content Photo Gallery NFO Content Featured Destination Promotions Poll NFO Content
  • 73. USE LINKED IN PROPERLY (it‟s for your own benefit)
  • 74. KEEP UP WITH TECH AND SOCIAL MEDIA NEWS
  • 75. ( )
  • 77. The Future? Website Book
  • 78. The Future? Read The Cluetrain Manifesto Website Book
  • 80. The Jungle Book is a classic but…
  • 81. You don‟t get good at walking through the jungle by reading a book
  • 82. Get out there and explore!
  • 83. Do social media experts really exist?
  • 84. Follow me on Twitter! @dmelius, we can discuss it there  84
  • 85. Thank You Qais Consulting 1A Stanley Street Singapore 068720 www.qaisconsulting.com