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ThirdWay Social Media Boot Camp October 2010


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Social Media Training for ThirdWay Brand Trainers …

Social Media Training for ThirdWay Brand Trainers


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  • 1. Social Media Boot CampOctober 2010
  • 2. 2
    Workshop Outline
    Emergence of the New Digital World
    The Changing Face of Video
    Influence and Marketing
    Mobile Marketing Grows Up
    Three Trends
    We – Consumer Generated Branding
    Us – Online Communities
    Me – Bringing the Web to Me
    Gaming (time permitting)
  • 3. New Media - The Shakeup
  • 4. 4
    What Happened to Network TV?
    DTC Advertising Booming
    Reality Shows Lower Costs Significantly
    Increase in Network TV Spending in 2004:
    Decrease in Network TV Spending in 2005:
  • 5. 5
    Population Grows, Audience Shrinks
    1994: US Population – 262mm
    2004: US Population – 293mm
    1994: Prime-time TV Audience – 12.3mm households
    2004: Prime-time TV Audience – 6mm households
  • 6. 6
    … but Network TV CPM soars …
    1994: $7.64
    2004: $19.85
  • 7. 7
    … while Internet use grows
    1994: Avg. Hours of TV Viewed – 866
    1994: Avg. Hours Internet usage – 107
    Ratio = 8:1
    2004: Avg. Hours of TV Viewed – 785
    2004: Avg. Hours Internet usage – 200
    Ratio = 4:1
    Broadband Penetration 1994: 8%
    Broadband Penetration 2004: 48%
  • 8. 8
    $ Spent on Broadcast Television Ads
    $42 Billion
  • 9. 9
    Internet Advertising Market
    Internet ad spending 2004: $4 Billion
    Change in Internet advertising market if 10% of broadcast ad revenue goes online:
  • 10. 10
    Internet Advertising Market
    Actual Internet Ad Spending 2005 (excludes keyword search):
    $7.4 Billion
    Change in Internet advertising market ’04 –’05:
    2006 Internet Ad Spending (excluding keyword):
    $9.3 Billion
  • 11. 11
    The Chaos Scenario
    Broadcast Advertising Falls off Sharply
    DTC advertising may be re-regulated
    Audience decline and cost has reached a tipping point
    Cable picks up some slack
    Other marketing alternatives will be overwhelmed
  • 12. 12
    Viral Marketing
    Viral Campaign Goals by Experience
    Source: MarketingSherpa Viral Marketing Survey, April 2007
  • 13. 13
    Viral Marketing
    Viral Campaign Tactics Get ‘Great Results’?
    Source: MarketingSherpa Viral Marketing Survey, April 2007
  • 14. 14
    Viral Marketing
    High Impact Tactics
    Source: MarketingSherpa Viral Marketing Survey, April 2007
  • 15. 15
    Viral Marketing
    Ratio of Positive ROI Viral Campaigns
    Source: MarketingSherpa Viral Marketing Survey, April 2007
  • 16. 16
    Viral Marketing
    Price Ranges for Game/Quiz/Poll Sites
    Source: MarketingSherpa Viral Marketing Survey, April 2007
  • 17. 17
    Viral Marketing
    Price Ranges for Cool Microsites
    Source: MarketingSherpa Viral Marketing Survey, April 2007
  • 18. 18
    Viral Marketing
    Calculating Your Communication Dividend
  • 19. 19
    Visitors to MySpace by Age
    Source: comScore Media Metrix, via eMarketer
  • 20. Consumer Shift in Habits Favors Social Networking
  • 21. The changing face of video
  • 22. 22
    What’s Old is New Again
  • 23. 23
    Hulu – Two Years Old
  • 24. 24
    Brands Become Producers: Amazon
  • 25. 25
    Brands Become Producers: Brawny
  • 26. Influence and Marketing
  • 27. 27
    Why Does Influence Matter?
    We trust people we know
    60% of purchases based on personal reco
    Media figures, experts become surrogates for friends as ‘influentials’
    Web behaviours spread influence quicker and farther
  • 28. 28
    Recommendation/ Raving Fan
    The Brand Adoption Model
  • 29. 29
    Blogs in Plain English
  • 30. 30
    Why Do Blogs Get Noticed?
    Keyword Search technology
    Keyword Search usage (replacing news)
    Who reads them
    Some personal examples from advertising land …
  • 31. 31
    Blogs are Real and Growing
    Source - Wikipedia
  • 32. 32
    Why you should care about blogs
    Dell Hell (Jeff Jarvis)
    AOL - Cancel the Account
  • 33. 33
    Wal-Mart blog “Made in Edelman”
  • 34. 34
    Online Influence
    Blogger Link
    Blogger Audience
    Blogger Audience
    Blogger Link
    YouTube Video
    Comcast Sleeping
    Blogger Audience
    Blogger Link
  • 35. 35
    How Ideas Spread
    Tipping Point
    Mass Adoption
  • 36. 36
    New Media & Traditional Media Are Merging
    Howard Kurtz
    TV show
    Washington Post column
    Online blog / side only
    16 reporters
    Drudge report
    Top source for reporters
    Filters rumors
  • 37. 37
    Bloggers as Media Surrogates
    Help spread a good story
    Evaluate new products and services
    Be “insiders” in your brand
    Monitor online talk on your product
    Will not
    Promote a bad brand, product or service
    Bore their readers
    Repeat brand-speak
    Sign a NDA, etc.
  • 38. 38
    How to follow the Blogsphere?
    Google Blog Search
    Your PR firm
  • 39. 39
    Case Study – Marketing a Book
    Pitch 1: Contacting Bloggers
    -----Original Message-----
    From: Holly Cariddi  [  
    Sent: Friday, March 21, 2008 3:32  PM
    To: Seth Godin
    Subject: Blog: Accidental Branding,  Vinjamuri
    Hello Seth,
       I found your blog on David Meerman Scott's  website.    I am wondering if you would be interested  in receiving a few electronic chapters from another author, David  Vinjamuri's March pub "Accidental Branding: How Ordinary People Build  Extraordinary Brands," also a Wiley title.   Accidental Branding shares the stories of  seven different brands started by amateurs (each have their New Yorker/Vanity Fair style profile), including:    * Craigslist (Craig Newmark);   * J. Peterman Company (John Peterman);     * Clif Bar (Gary Erickson);     * Columbia Sportswear (Gert  Boyle);   * Burt’s Bees (Roxanne  Quimby);   * Baby Einstein (Julie  Aigner-Clark);   * and, The Art of  Shaving (Myrian Zaoui and Eric Malka).    You can see some early media reaction by (< (<>).    I'm hoping you will be interested in  blogging on “Accidental Branding”, and in recommending it to your readers  (if you like it). David Vinjamuri will link to your blog from his website,,  if you should decide to post on it.   David is also an established blogger. You  can see him at <>.    Please contact me if you would be  interested.    Thank you,  Holly
       Holly M. CariddiPlanned Television Arts 1110 2nd Ave., New York, NY 10022 (212) 715-1647  
  • 40. 40
    Case Study – Marketing a Book
    Disaster: Seth Godin
      -----Original Message----- 
      From: Seth Godin  []Sent: Friday, March 21, 2008 3:43  PMTo: Holly CariddiCc: David  VinjamuriSubject: Re: Blog: Accidental Branding,  Vinjamuri  David,       did you hire these folks to spam bloggers?        at least they could read the blurbs on your book before doing so        =============================         Seth Godin   3 West Main Street, Suite 103  Irvington NY 10533        (914) 674 9666   fax 914 674 4387 (click on  my head!)     my lens:     Subscribe to my blog:     This note is off the record (blogs, too) unless we agree  otherwise.
  • 41. 41
    Case Study – Marketing a Book
      -----Original Message----- 
    Hi (First Name), (Personalized Intro) I am working with David Vinjamuri on his new book, Accidental Branding: How Ordinary People Build Extraordinary Brands.  I would love to start a dialogue with you about the book if you are interested.  There are some online reactions to Accidental Branding here: me know if you would like to learn more.Best, Samantha 
  • 42. 42
    Contacting Bloggers
    Reach out as individual to individual
    Personalize the message
    Offer something of real value (product, access, information, influence)
    Keep the initial contact short
    Test the relationship
    Treat A-list bloggers like employees
    Use sales language
    Send a press release
  • 43. 43
    Blogs work for small problems …
    Open up Stormhoek to a larger audience with virtually no budget
    Blogger employed to write diary ‘behind the grape’
    Samples sent to bloggers, asked to post comment (good & bad)
  • 44. 44
    Stormhoek Results -
    [The original brochure that came with the bloggers' Stormhoek bottle. ]
    A journalist phoned me yesterday about an article she is writing about business blogs for one of the large UK trade mags. I gave her this little nugget, which I've only just been allowed to go public with:
    Blogging doubled Stormhoek sales in less than twelve months.
    We're talking tens of thousands of cases, here.
  • 45. 45
    Business to Business Thrives on Blogs
  • 46. 46
    Blog Advertising works differently
    Simple text, headline to encourage debate
    Avoid animation, blend in with environment
    Gather blog comments in to ad, link to blog…
    Bring ‘conversation’ to the fore
  • 47. 47
    Blog Exercise
    Part I:
    Divide into Groups
    Pick a topic
    Great restaurants / shops in your neighborhood
    The best activities and resources for urban kids
    Political ad reviews
    Dog / cat resources in the city
    Go to:
    Register and create blog (we’ll do this together)
  • 48. 48
    Blog Exercise
    Part II:
    Create a blog roll
    Blog on related topics
    Blogs your readers might enjoy
    Blogs who you want to notice you
    Write to your first post
    Add at least 2 links
    Mind the title
    Add tags
    Add pictures
  • 49. 49
    Blog Exercise
    Part III: (Time Permitting)
    Pick a fight
    Find a blog post (on a related blog) you disagree with
    Post your competing point of view
    Make sure you link back to the original post
    Respond to a publicist
    Restaurant Blog – An independent publicist named “Jane” sends you a form e-mail asking you to write about a restaurant in a different neighborhood
    Urban Kid Blog – Marco from Edelman PR asks you in a nice form e-mail if you want to receive and test a new urban kid-leash
    Political Ad Reviews – you get a personalized note from someone in the local Obama or McCain office (pick your candidate) asking you to write about the opponent’s smear ad
    Dog/Cat Review – A local vet who reads your blog offers you a special free checkup for your reader’s pet.
  • 50. 50
    Podcasts in Plain English
  • 51. 51
    Stick up a standard banner
    Force the conversation
    Place blog on standard website
    Expect your blogging efforts to fit seamlessly
    Forget to participate
    Abandon without dialogue
    Brand Manager Tips™
    Research your topic
    Be prepared to respond
    Expect negative comments
    (lends authenticity)
    Learn from the comments
    Be true to your brand
    Trust the consumer
  • 52. Mobile Marketing
  • 53. 53
    Mobile Use of the Internet Explodes
  • 54. 54
    This Changed Everything …
  • 55. 55
    Why Did the Mobile Internet Explode?
    The iPhone 3G & Android platforms get us online quickly and easily
    Google Maps redefines mobile search
    Twitter gives us a new kind of mobile communication
  • 56. 56
    Google Maps Makes Search Mobile …
  • 57. Twitter= Mobile Communication
    “What are you doing now?”
    140 characters (including links)
    Solves a real world problem (Mumbai, Egypt)
  • 58. What can I do with Twitter?
    Monitor my brand
    Watch “hot” issues/trends
    Customer service
    Online research
    Deliver offers
    Build brand
    Identify experts and influences
  • 59. Twitter Strengths and Weaknesses
    • Easy to use
    • 60. Low start-up cost
    • 61. Less time-commitment vs. blogging
    • 62. Media paying attention
    • 63. Chaotic at scale
    • 64. Mastery is time sink
    • 65. 140 characters
  • Tools for Monitoring Twitter
    Track Trends & Topics
    Like Google Alerts
  • 66. Is Twitter a Ponzi Scheme?
    Yes! Because…
    • Big advantages for early users
    • 67. Sounds like it will cure cancer
    • 68. Everyone says you must use it
    No! Because…
    • It is very transparent
    • 69. Solves a real-world problem (Mumbai, Cairo)
    • 70. MySpace still exists
  • 62
    Go to and sign up for an account
    Pick a group cause/issue (for the class) from among your blog posts
    Assign it a hashtag (# )
    Everyone in class will point to the blog page and use the hashtag
    Track this when you get home!!
  • 71. 63
    How Can We Use Location to Help Businesses?
    There Must Be Opportunities Beyond Search!
    People Want to Connect
    Successful Applications Must:
    Connect People
    Be Fun
    Get them to Self-Identify Location
    Give Businesses a Chance to Interact
  • 72. Two New Location-Based Apps Are Exploding
    • Foursquare and Gowalla
  • Location-Based Services by Market
    • Foursquare is largest
    • 73. Still Small By City
    • 74. But Users May Be Influencers
    Source: Kevin Nakao, Mashable
  • 75.
  • 76. Foursquare Basics
    Foursquare is a location-based social networking website, software for mobile devices, and also a game.
    Users "check-in" at venues using text messaging or a device specific application. They are then awarded points and sometimes "badges."
    Source: Wikipedia
  • 77. Badges
    Badges are earned by checking into various venues
    Some cities have city-specific badges
    Once a badge is earned - it will remain on that user's profile indefinitely
    Foursquare is secretive about unlocking badges
    There are a handful of introductory badges that are earned as milestones
    Some badges are tied to venue "tags"
    Other badges may be specific to a city, venue, event, or date
    Some badges utilize identical icons, but are earned differently
    Source: Wikipedia
  • 78. Examples of Badges
    BENDER: Check in 4 nights in a row
    FAR FAR AWAY: Check in outside NYC “boundaries”
    GYM RAT: Check to a gym 10x in 30 days
    DON’T STOP BELIEVIN’: Check in to 3 karaoke venues
    JETSETTER: Check to 5 different airports
    Source: Real Time Marketer
  • 79. Superusers
    There are 3 levels of "Superuser status“ which is earned by frequent/active users
    • Superuser level 1 can edit venue info (address, cross street, Twitter names), mark places as "closed", and let Foursquare know about duplicate venues.
    • 80. Superuser level 2 can edit venues and merge duplicate venue listings as well as add venue categories for any venue.
    • 81. Superuser level 3 adds the ability to create venue aliases and delete fake/spam listings.
    Source: Wikipedia
  • 82. Marketing &
    Ensure your business has a presence (or edit the existing entry to ensure correct/complete info)
    Add friends to build your social network
    Get active by checking in to your location & other venues
    Add tips, especially around specials & promotions
    Reward users who check-in with special offers
    Spread the word by linking to other social networks to expand your network
    Create outside the box events to inspire participation (ie. Specials that can only be found under “tips”, flash mob events)
    Source: Real Time Marketer
    People check-in at various historical locations across the country
    HISTORY fans receive pop up tips including historical facts. Fans also leave tips for other Foursquare users.
    The mayor of each historical location is able to unlock the HISTORY badge.
    Every time a person checks-in at a historical location they are entered into a sweepstakes to win a HISTORY prize pack
    This partnership launched in conjunction with the HISTORY series “America The Story of Us”
    This was promoted through HISTORY’s facebook and twitter pages, on-air promos, on, and on foursquare’s site.
  • 84. America Page on Foursquare Site
    HISTORY™ Badge
  • 85. Blogs/Press
    Broadcasting & Cable
    History, Foursquare Ink Partnership
    Cabler partners with social media service for ‘America The Story of Us'
    By Alex Weprin -- 4/14/2010 2:12:49 PM
    A&E Networks-owned History is the latest network to partner with social media service Foursquare. Tied to the upcoming premiere of America The Story of Us, users who opt to participate will receive interesting facts when they check in to historic locations. In addition, 10 randomly selected users will receive an America The Story of Us prize pack"Teaming up with foursquare for the America The Story of Us promotion reinforces the History brand's 360-degree approach of aggressively reaching our viewers in new platforms," says Chris Moseley, senior VP of marketing for History. "The connection to America The Story of Us is a perfect fit as it will allow users of foursquare to discover the history in their own cities as well as leave historical tips for others to experience."Foursquare has been busy inking deals with major media companies. The company has already tied deals to NBC Universal's Bravo and MTV Networks. 
    History Channel links with Foursquare for America series
    Latest media partnership for social location service
    Check-ins can be educational, y'know. At least they can if you're in the US, thanks to a deal between social location service Foursquare and the History Channel.
    It's based around a new documentary series called America: The Story of Us, which looks at American history.
    How does Foursquare fit in? When users check-in to selected locations in various cities, they'll see bite-sized nuggets of information about the buildings and venues' history.
    Users can also gain a dedicated History Channel badge to add to their Foursquare achievements collection. There are real prizes too.
    It's the latest example of Foursquare partnering with a broadcaster, which has the added benefit of driving awareness of its service beyond early adopters.
  • 86. Gowalla
  • 87. Gowalla – What is it?
    • is a location-based social networking game launched as a public beta in March 2009.
    • 88. has around 250,000 users up to now. Users have grown up a 65% only in the last month.
    • 89. uses different virtual goods to encourage its users to go places and meet people.
  • Gowalla – How does it work?
    • Each user has a passport to check in when they arrive at their final destination. They can both look for nearby locations (divided in categories) or create their own spot or trip.
    • 90. Players use a GPS-enable smartphone (iPhone mainly) to check in, share their location with friends, and leave comments and add pictures about their travels.
    • 91. Check-in and entries can be shared on Facebook and Twitter instantly.
    • 92. Users are credited with virtual rewards (stamps for check-ins and pins for trips) when they visit both common and unique locations.
  • Gowalla – Opportunities
    • Some brands are signing up for Gowalla to do promotions. The latest three are: Adobe, Chipotle, and the New Jersey Nets. The New Jersey Nets used Gowalla to give away 500 tickets to their final home game against the Chicago Bulls on April 12.
    • 93. Has a getsatisfation feature that allows companies to create an online community moderated by employees and also volunteers that provide real-time support and feedback to customers. They can also mange their community contacts in a CRM that can be connected to their CRM. And the prices are not expensive.
    • 94. Not many data available.
  • Augmented Reality
  • 95. Augmented Reality
    Adding an “Overlay” to the Real World
    • Presented as an overlay – i.e. instantly viewing Yelp ratings for restaurants when walking around
    Uses the Camera, GPS, Compass and Internet Connection of a Smart Phone
    Works Well for Delivering Location-Based Information Such as Restaurant Location
    Current Applications like Layars are weak but open-sourced and may improve quickly
    AR can also be fun, such as pretending you’re Iron Man.
  • 96.
  • 97.
  • 98. Trend #1 - The Power of “We”
  • 99. 84
    Consumers are taking control
  • 100. 85
    … but what does it actually mean?
  • 101. 86
    Co-Creation is a business
  • 102. 87
    Co-creation has risks
  • 103. 88
    Rules of the Road for Co-Creation
    Don’t risk it for brands with high negatives
    Don’t try to squelch bad PR
    Watch closely and respond quickly
    Give consumers a chance to be creative
    Mind the details
  • 104. 89
    The Real Co-Creation
  • 105. 90
    The Real Co-Creation
  • 106. Trend #2 - The Power of “Us”
  • 107. What is a community?
  • 108. 93
    What does a community do?
    What other functions?
  • 109. 94
    Why Basic Economic Theory Kills Community
    Mobility of Labor
    These are the top 50 fastest-growing markets in the U.S., ranked in order of growth, according to the 2000 Census
  • 110. 95
    Why Online Communities Exist
  • 111. 96
    Why Do Some Communities Succeed and Others Fail?
  • 112. 97
    Other Lessons For Communities
    • Ability to coexist with neighbors
    • 113. Understanding and use of limited resources
    • 114. Cohesiveness
  • 98
    Other Lessons For Communities
    • Meet mutual needs
    • 115. Provide security
    • 116. Coexist with external environment
    • 117. Cohesive organization
    • 118. Address problems of the commons
  • Types of Online Communities
  • 119. 100
    The Clique
  • 101
    The Network
  • 102
    The Cult
    Q: Do you belong to an online cult community?
  • 126. 103
    The Nation
  • 104
    • Go to this URL:
    • 129. Create an online profile
    • 130. Start at least one discussion on the “Forum” page
    • 131. Respond to at least five other discussions
    • 132. Search the web for relevant links and info
    • 133. No talking - all communication must be through the social network
  • Talking
    Roles of an Online Community
  • 134. 106
    • Community becomes online research
    • 135. Qualitative and quantitative
    • 136. Allows deep interaction
    • 137. Empowers consumers
  • 107
    • Active discussions around your product
    • 138. Initiation of “non-converts”
    • 139. Creating media for community
    Use Text Mining
  • 140. 108
    • Get members to stimulate word of mouth
    • 141. Seek member creativity
    • 142. Build excitement
  • 109
    • Help customers get answers
    • 143. Allow customers to help each other
  • 110
    • Bringing consumers in at the next level
    • 144. Co-design
    • 145. Joint-planning
  • Starting an Online Community
  • 146. 112
    Key Steps: Community Building
    • Agree of measures of progress
    • 147. Should be deeper than just members or pageviewers
    • 148. Make the space flexible
    • 149. Members need to be able to create topics of discussions
    • 150. Create standards of behavior
    • 151. Have a crisis plan in place
    • 152. Quick decisions on troublemakers
    • 153. Plan for hidden costs
  • 113
    Hidden Costs of a Community
    • Advertising and “kick start”
    • 154. Ongoing content creation
    • 155. Community management
    • 156. Crisis Management
  • 114
    Tips for growing online communities
  • 115
    Case Study: Amex Open Forum
  • 167. 116
    A Case Study: Brooklyn Museum
    • Situation: 2006
    • 168. Brooklyn Museum needs to attract and retain more visitors
    • 169. User base is young and internet-savvy
    • 170. Museum is moving content online
    • 171. No budget for online initiatives
    • 172. Steps:
    • 173. Created cellphone tour of new exhibit
    • 174. Created a graffiti mural wall Flickr site for graffiti wall
    • 175. Created online graffiti drawing projects
    • 176. Created a podcast
    • 177. Used MySpace collaborating with popular MySpace artist to get word out on exhibition
    • 178. Created “Community” on Brooklyn Museum website
  • 117
    The Next Wave from Google
  • 179. Trend #3 - The Power of “Me”
  • 180. 119
    The Old Paradigm is WWW
  • 120
    New Paradigm - My Web
  • 183. 121
    RSS Pulls Content To ME
  • 184. 122
    Widgets Customize My Desktop
  • 185. 123
    Exercise - Create an iGoogle or My Yahoo Page
    Divide into groups (1 group per computer)
    Go to or
    Set up a page that will:
    • Track Merchant News
    • 186. Keep you up to date with marketing blogs
    • 187. Give you news
    • 188. Allow you to read other favorite sites or blogs
    • 189. Make sure you pull in at least 2 RSS feed sites
  • 124
    Thoughts on New Media
    • Live in the New Media World
    • 190. Then you’ll understand it when it becomes mainstream
    • 191. Make a 20 minute exploration date every day
    • 192. Try to find one new thing each day
    • 193. Don’t Lag Behind your Consumer
    • 194. Marketers are often late technology adopters
    • 195. Think Creatively for your Merchants
    • 196. You have better tools and training :-) than they do
  • Thank You!
    David Vinjamuri
  • 197. Gaming Grows Up
  • 198. 127
    Video Game Reach
  • 199. 128
    Video Game Reach
  • 200. 129
    I spend free time in casual games
  • 201. 130
    I engage with brands using games
  • 202. 131
    Games reflect who I am …
  • 203. 132
    In-Game Advertising?
  • 204. 133