Analysis of e-Business Strategies Using Social Media Tools: The Conversation Prism<br />Research conducted by: Eva Luk<br ...
<ul><li>In this report, you will learn about:
The Conversation Prism –  Social Media Tools for e-Business building
A clear understanding of how several key stages of the Conversation Prism can be applied to any particular industry
This should help you determine which priority areas your organization should focus on
Examples of leading global innovators using social media tools to succeed in e-business marketing</li></ul>2<br />Contents...
“Social media is a group of Internet-based applications that build on the ideological and technological foundations of Web...
The Conversation Prism was created by Brian Solis (blogger at PR 2.0, author, and principal of FutureWorks) and Jesse Thom...
5<br />
Social Networks<br />6<br />
Companies use social networking for a variety of reasons such as:<br />Lower marketing costs<br />Credibility and trust <b...
8<br />Burger King created a Facebook app, “Whopper Sacrifice”, that rewards users with a free hamburger if they delete 10...
9<br />To promote a new line of shoes, NewBalance developed a game on Facebook that centers around challenges.  Users play...
10<br />FedEx seized an opportunity to develop a Facebook app which allows users to send photos, links, and videos in a cu...
11<br />Warner Music Group uses MySpace to showcase the music and videos of its signed artists.  Record labels increase th...
Interest and Curated Networks<br />12<br />
13<br />Interest and curated networks serve mostly to help users build a network of trusted and knowledgable contacts.  <b...
14<br />One of LinkedIn’s success stories are of James Filbird, a businessman in China who receives 75% of his business fr...
15<br />Smart USA Insider takes advantage of their Ning network to build a strong customer database, collect and share fee...
Video and Picture<br />16<br />
Companies should use video marketing to: <br />Promote and launch new products and services <br />Inform consumers about e...
18<br />Graco, a manufacturer of children’s products, uses Flickr to build a community around their products.  <br />Altho...
19<br />Blendtec created a series of inexpensive and entertaining videos to demonstrate to viewers the capabilities of its...
20<br />Old Spice took the “The Man Your Man Could Smell Like” campaign to a whole new level by creating an unprecedented ...
21<br />“fashiontv is the only 24-hour fashion beauty & lifestyle television station worldwide.” Now available exclusively...
22<br />The “Destroy Your Printer Video Contest” was a B2B social media campaign by Expert Laser Services that was created...
Music<br />23<br />
24<br />For record labels and artists, it is essential to promote themselves or their bands by signing up for social music...
25<br />Artists can use iLike to reach their fans and increase their music exposure virally by leveraging the vast databas...
26<br />Music-streaming service Last.fm directly pays unsigned artists royalties when their songs are listened to on last....
27<br />Sellaband is a music social networking site that lets fans and listeners invest in artists to provide them with an...
Livecasting Video and Audio<br />28<br />
Livecasting provides companies with the ability to use broadcasting and social networking tools to reach demographics as w...
30<br />The NBA Digital Team partnered with Kyte to provide coverage of the 2010 NBA All Star Weekend, delivering real tim...
31<br />BlogTalkRadio’s technology and targeted outreach strategies create a successful online event for Wal-Mart’s Twilig...
Events & Location<br />32<br />
Events- and location- based social media tools aid companies with the following:<br />Create awareness <br />Brand buildin...
34<br />TripIt can organize your travel plans and automatically monitors your itineraries and provide alerts about any tra...
“Marc Jacobs is on-brand<br />with their marketing, their<br />efforts made sense … They<br />understand the<br />communit...
36<br />Whole Foods maximizes cooking class registrations and the overall efficiency of the registration process using Act...
Customer Service<br />37<br />
According to GetSatisfaction.com, “Customer service is the new marketing when conversation comes first. High volume, low c...
39<br />Tide and several other brands under Proctor & Gamble use the Get Satisfaction customer service application to coll...
 This information is valuable for product development, relationship management, brand management, and public relations. </...
Reviews and Ratings&Comment and Reputation<br />40<br />
41<br />The “Reviews and Ratings” and “Comment and Reputation” sections of the Conversation Prism are made up of social me...
42<br />Epinions.com is a consumer reviews platform that offers customers an easy solution to making informed purchasing d...
43<br />News sites, such as Macleans.ca, use comment system IntenseDebate to increase reader engagement and boost traffic....
Documents/Content<br />44<br />
45<br />The Internet has allowed content to be more easily shared online and to be more readily available as professional ...
46<br />Docstoc is useful for finding and sharing professional documents with clients around the world. As well, this site...
47<br />Scribd helps professional publishers reach the tens of millions of readers every month who are looking for informa...
48<br />Companies can use SlideShare’sLeadShare application to collect customer leads through their uploaded presentations...
Wiki<br />49<br />
A defining characteristic of a wiki is that its pages can be easily created and updated by its target community. <br />Bec...
51<br />For Meredith Corporation, Socialtext changed the way their employees work by making group communications more prod...
52<br />Flixster works with Wetpaint, a leader in social publishing, in order to attract new audiences and generate revenu...
Social Bookmarks <br />53<br />
Social bookmarking sites are powerful research tools and can build knowledge-sharing communities.<br />Several popular soc...
StumbleUpon can be used as both a search engine and a social bookmarking site where users can rate websites, video and aud...
CrowdsourcedContent &Collaboration<br />56<br />
57<br />Crowdsourcing and collaboration tools both involve outsourcing tasks, such as market research, to a community or t...
58<br />For a business, having a Wikipedia entry displayed in search results can lead to a positive boost in its reputatio...
59<br />Starbucks found a way to better manage consumer feedback by creating “My Starbucks Idea”.  With this site, Starbuc...
60<br />When Canadian mining company, Goldcorp, was on the brink of bankruptcy and unable to find gold in Northern Ontario...
61<br />MindTouch helped Autodesk by delivering an outstanding general purpose platform for enterprise collaboration.  As ...
62<br />Blogging<br />
A blog is a type of website or part of a website that contains regular entries of written, graphical, or video content.  R...
64<br />Rumi Neely used her blog, fashiontoast, to launch a thriving career in fashion and design.<br />Rumi Neely started...
65<br />eBay’s blog, the Chatter, hosted by TypePad, offers the latest news about the company and the community.  Recent a...
66<br />HP wanted to deepen connection to the blogosphere and build stronger relationships within its community of writers...
Micromedia<br />67<br />
68<br />Micromedia are social networking and microblogging tools that allow users to send and read messages. Commercial mi...
69<br />Zappos.com successfully uses Twitter to strengthen the brand’s image in the eyes of their consumers as service-ori...
70<br />Moonfruit, a website builder, advertised on Twitter that they would be giving away a MacBook Pro laptop  every day...
Twitter Ecosystems<br />71<br />
72<br />Third-party programmers have created dozens of unique ways to experience Twitter.  These new applications range fr...
73<br />Disqus was able to improve its brand reputation when Daniel Ha, co-founder of Disqus, was alerted by Tweetscan tha...
SMS/Voice<br />74<br />
These social media tools can be used to inform customers about upcoming promotions, product launches, events and other com...
76<br />President Barack Obama’s 2008 Election Campaign used text messaging to communicate with his supporters, recruit do...
77<br /> The American Red Cross activates a program called Text 2HELP during major disasters.  Subscribers of this program...
Forums<br />78<br />
A forum is an online discussion site that acts as a bulletin board managing user-generated content. <br />Organizations be...
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  1. 1. Analysis of e-Business Strategies Using Social Media Tools: The Conversation Prism<br />Research conducted by: Eva Luk<br />The Conversation Prism model: Brian Solis & JESS3 <br />
  2. 2. <ul><li>In this report, you will learn about:
  3. 3. The Conversation Prism – Social Media Tools for e-Business building
  4. 4. A clear understanding of how several key stages of the Conversation Prism can be applied to any particular industry
  5. 5. This should help you determine which priority areas your organization should focus on
  6. 6. Examples of leading global innovators using social media tools to succeed in e-business marketing</li></ul>2<br />Contents<br />
  7. 7. “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.” <br /><ul><li>Andreas Kaplan, Users of the world, unite! The challengers and opportunities of social media, Business Horizons</li></ul>"Social media essentially is a category of online media where people are talking, participating, sharing, networking, and bookmarking online. Most social media services encourage discussion, feedback, voting, comments, and sharing of information from all interested parties.“<br />Ron Jones, Search Engine Watch<br />“The purpose of a business is to create a customer…who creates <br /> customers.”<br />Shiv Singh, VP of Razorfish<br />3<br />What is Social Media?<br />
  8. 8. The Conversation Prism was created by Brian Solis (blogger at PR 2.0, author, and principal of FutureWorks) and Jesse Thomas (JESS3). <br />Each category around the wheel represents a different type of conversation, each with a distinctive business purpose. These goals are achieved by taking advantage of the different collections of social media tools. <br />Why is it important for companies to be able to visualize all of these networks?<br />“Because the Conversation Prism is both a little dose of reality and an education tool. What the prism does is give you an idea, a beautiful representation of where conversations are taking place around you and its intended to make sure everyone understands that the social networking landscape is so much bigger - and just as important - as some of the more popular tools… The goal of this is to give companies a good place to start in finding the conversations that are relevant to them.” <br /> - Brian Solis <br />4<br />The Conversation Prism is a graphic representation of the documentation and organization of the social web by usage and conversational patterns. <br />Source: http://www.zdnet.com/blog/feeds/conversation-prism-helps-corporations-visualize-social-media-strategies/171<br />
  9. 9. 5<br />
  10. 10. Social Networks<br />6<br />
  11. 11. Companies use social networking for a variety of reasons such as:<br />Lower marketing costs<br />Credibility and trust <br />Reaching a larger audience or reaching your target market <br />Networking <br />Several well-known social networking sites are Facebook, MySpace, PerfSpot, and Hi5. <br />7<br />Social networks involve the grouping and categorizing of individuals. In the online form, websites are commonly used. Users typically have free and easy access to file sharing and resources, can interact with other users and build their own networks. <br />Social Networks<br />
  12. 12. 8<br />Burger King created a Facebook app, “Whopper Sacrifice”, that rewards users with a free hamburger if they delete 10 Facebook friends.<br />"Now is the time to put your fair-weather Web friendships to the test," the Whopper Sacrifice site explains. "Install Whopper Sacrifice on your Facebook profile, and we'll reward you with a free flame-broiled Whopper when you sacrifice ten of your friends.”<br />The "sacrifices" appear in your newsfeed as “John sacrificed Jane Smith for a free Whopper.”<br />This innovative campaign resulted in the de-friending of nearly 234,000 Facebookers and more than 23,000 coupons for free Whoppers.<br />Source: http://news.cnet.com/delete-10-facebook-friends-get-a-free-whopper/and http://bits.blogs.nytimes.com/2009/01/15/whopper-sacrifice-de-friended-on-facebook/<br />Social Networks<br />
  13. 13. 9<br />To promote a new line of shoes, NewBalance developed a game on Facebook that centers around challenges. Users play a simple running game (ie. avoiding obstacles) and earn Aceback points, which can be redeemed for actual shoes. <br />The idea behind the NewBalanceFacebook campaign was: “spend some time with us, have fun, and get the product for free.”<br />This campaign was socialized by promoting challenges as an important factor of the game. For example, users can see which of their Facebook friends is the best “runner”. <br />Source: http://thenextweb.com/2008/09/18/4-examples-of-<br />successful-social-media-campaigns-by-buddymedias-michael<br />-lazerow/<br />Social Networks<br />
  14. 14. 10<br />FedEx seized an opportunity to develop a Facebook app which allows users to send photos, links, and videos in a customizable FedEx package. This simple application showed up in users’ newsfeeds and packages could be opened in their message inboxes. This campaign resulted in over 100,000 installs within 72 hours and packages being sent from over 200 countries. <br />Source:http://www.adweek.com/aw/content_display/news/digital/e3i1751753614c1db779ddc7fa32cd4dd35<br />Social Networks<br />
  15. 15. 11<br />Warner Music Group uses MySpace to showcase the music and videos of its signed artists. Record labels increase the exposure of its artists by uploading their work on popular social networks. Tour dates and new releases are also advertised to generate revenue.<br />Social Networks<br />Source: http://www.myspace.com/warnermusic<br />
  16. 16. Interest and Curated Networks<br />12<br />
  17. 17. 13<br />Interest and curated networks serve mostly to help users build a network of trusted and knowledgable contacts. <br />Several popular interest and curated networking sites are LinkedIn, Ning, Plaxo, Kaboodle, and Fliggo. <br />Interesting LinkedIn facts:<br />LinkedIn has over 70 million members from over 200 countries <br />A new member joins LinkedIn approximately every second <br />All Fortune 500 company executives are LinkedIn members <br />In this global economy, it is imperative to maintain professional contacts to gain faster access to insight and resources in order to be competitive and successful as a company. <br />Companies should also use interest and curated networks to create communities, encouraging direct relationships and feedback, and to increase brand loyalty. <br />Interest and <br />Curated Networks<br />Source: http://press.linkedin.com/about<br />
  18. 18. 14<br />One of LinkedIn’s success stories are of James Filbird, a businessman in China who receives 75% of his business from the use of his LinkedIn account. <br />Filbird’s business of providing import/export solutions to clients worldwide has increased to be a $2 million annual revenue company.<br />“Although I have profiles at Facebook, Ecademy, Twitter, MySpace, Ning, etc, I don’t use (nor need to use) them to acquire new business because all of them pale in comparison to the quality of people and available online tools found at LinkedIn.” – James Filbird, Owner of JMF International Trade Group in Shenzhen, Guangdong, China<br />Interest and <br />Curated Networks<br />Source: http://press.linkedin.com/China75<br />
  19. 19. 15<br />Smart USA Insider takes advantage of their Ning network to build a strong customer database, collect and share feedback, provide customer support and take their message viral. <br />Interest and <br />Curated Networks<br />Source: http://about.ning.com/spotlight/brands.php<br />
  20. 20. Video and Picture<br />16<br />
  21. 21. Companies should use video marketing to: <br />Promote and launch new products and services <br />Inform consumers about events, promotions, added features, etc <br />Conduct market research<br />Build a community around its products and services <br /> Increase brand loyalty <br />17<br />Video and picture marketing increases brand value by adding exposure through creative and easy visual summaries of a business’ products and services. <br />Video <br />and Pictures<br />
  22. 22. 18<br />Graco, a manufacturer of children’s products, uses Flickr to build a community around their products. <br />Although Flickr is not used as the center of Graco’s campaign, it is heavily promoted with their blog as an incentive for others to submit their photos. These photos show other consumers the people behind Graco and the consumers using their products. <br />Pictures<br />Source: http://mashable.com/2009/02/06/social-media-smartest-brands/<br />
  23. 23. 19<br />Blendtec created a series of inexpensive and entertaining videos to demonstrate to viewers the capabilities of its blenders, generating significant buzz and a monumental increase in ROI.<br />Blendtec created a series of inexpensive videos using the theme “Will It Blend?”, where unusual items are thrown into the blender to demonstrate the strength of its blending power. <br />As a result, sales increased by 700% and Blendtec gained extensive exposure through television, radio, and online coverage. <br />Blendtec has over 300,000 subscribers on Youtube that receive updates regarding new Blendtec videos. <br />This iPhone video has been viewed over 8.7 million times.<br />Video<br />Source: http://www.slideshare.net/kholzapfel/social-media-success-stories <br />
  24. 24. 20<br />Old Spice took the “The Man Your Man Could Smell Like” campaign to a whole new level by creating an unprecedented viral video campaign. These videos responded to viewers’ queries in real time, generating approximately 6 million views in within 24 hours and more over 17 million views within two days. <br />Starring bare-chested former NFL wide receiver Isaiah Mustafa, he and a team of writers and digital gurus created 187 personalized videos to answer questions and thank his fans on Twitter, Facebook, and other social media.<br />These videos responded to a wide range of viewers, including bloggers, Youtubecommenters, Twitterers, and celebrities like Ellen Degeneres and Demi Moore.<br /> Sales have also increased<br /> by 107%. <br />Video<br />Source: http://www.thestar.com/living/fashion/article/836942--how-old-spice-campaign-changed-social-media<br />
  25. 25. 21<br />“fashiontv is the only 24-hour fashion beauty & lifestyle television station worldwide.” Now available exclusively on Youtube, content from fashiontv’s most popular programs have a channel of their own. Viewers can now browse through their favourite categories, watch what they want, and ensure that fashiontv is their primary source for all fashion-related news.<br />Video<br />Source: www.youtube.com/user/fashiontv<br />
  26. 26. 22<br />The “Destroy Your Printer Video Contest” was a B2B social media campaign by Expert Laser Services that was created to generate buzz and build brand awareness. The result was a massive increase in sales and web traffic. <br />Expert Laser Services provides printer and copier sales and services. <br />The “Destroy Your Printer Video Contest” encouraged customers to post funny videos of themselves destroying printers, fax machines or copiers on the Expert Laser Services blog, Adventures in Office Imaging.<br />Not only was this video contest successful in creating buzz, the company also experienced increased traffic to its site. The contest has also directly generated new clients. <br />Video<br />Source: http://blog.marketo.com/blog/2010/05/b2b-social-media-success.html<br />
  27. 27. Music<br />23<br />
  28. 28. 24<br />For record labels and artists, it is essential to promote themselves or their bands by signing up for social music sites to maximize their reach, gain a solid fan base and encourage them to listen to and recommend their music to friends. <br />Music<br />
  29. 29. 25<br />Artists can use iLike to reach their fans and increase their music exposure virally by leveraging the vast database of connections between the consumer and the artist. <br />iLike is a service that offers social music discovery which has a prominent presence on social networking platforms, such as Facebook, Google, hi5 and Bebo. <br />Users can share music recommendations, playlists, and personalized concert alerts with more than 60 million registered users. <br />iLike also offers artists and labels a way to reach fans and manage their presence across channels like Facebook, iGoogle, iTunes, etc. <br />Music<br />Source: www.ilike.com<br />
  30. 30. 26<br />Music-streaming service Last.fm directly pays unsigned artists royalties when their songs are listened to on last.fm. By cutting out labels, Last.fm claims that unsigned artists “will receive more than twice the royalty rate they would see if the same song played on commercial radio.” Aside from monetary gain, the “Artist Royalty Program” allows artists to upload their music and provides them with exposure to over 20 million fans for free. <br />Source: http://techcrunch.com/2008/07/09/who-needs-music-labels-lastfm-starts-paying-royalties-to-unsigned-artists/<br />Music<br />
  31. 31. 27<br />Sellaband is a music social networking site that lets fans and listeners invest in artists to provide them with an opportunity to record. Through this feature, successful artists gain financial support from their fans and also receive 50% of the ad revenue from the free downloads of their music. Investors of successful artists also get a small cut of the profits. <br />Music<br />Source: www.sellaband.com<br />
  32. 32. Livecasting Video and Audio<br />28<br />
  33. 33. Livecasting provides companies with the ability to use broadcasting and social networking tools to reach demographics as wide or as specific as they want. <br />29<br />Livecasting audio and video platforms can be used to engage online and mobile customers. <br />Livecasting<br />Video and Audio<br />
  34. 34. 30<br />The NBA Digital Team partnered with Kyte to provide coverage of the 2010 NBA All Star Weekend, delivering real time video content and allowing fans to generate content made available to all visitors of NBA.com. The Kyte Console was used to seamlessly manage all media assets for the event and resulted in increased web traffic and a record number of video streams.<br />“We wanted to make our content available to fans whenever, wherever they are, and take advantage of the monetization opportunities.”<br />-Bryan Perez, Senior VP of NBA Digital<br />A record number of 17 million video streams was viewed on All Star weekend (an increase of 20% from 2009)<br />NBA.com experienced the highest amount of traffic during any of the All-Star Weekends<br />Livecasting<br />Video and Audio<br />Source: http://www.kyte.com/assets/nba_all_star_2010<br />_success_story.pdf<br />
  35. 35. 31<br />BlogTalkRadio’s technology and targeted outreach strategies create a successful online event for Wal-Mart’s Twilight DVD campaign.<br />Wal-Mart teamed up with BlogTalkRadio to produce a live 90-minute broadcast with actor Taylor Lautner as part of an integrated marketing campaign for their exclusive DVD release of Twilight.<br />More than 27,000 listeners worldwide logged on to listen to the live show; over 5000 of which did so via a mobile device. <br />As a result of this campaign, Twilight DVD pre-orders reached record levels and this broadcast has received over 89,000 listens to date. <br />Livecasting<br />Video and Audio<br />Source: http://www.blogtalkradio.com/docs/blogtalkradio_<br />twilight_case_study.pdf<br />
  36. 36. Events & Location<br />32<br />
  37. 37. Events- and location- based social media tools aid companies with the following:<br />Create awareness <br />Brand building <br />Customer support<br />Community building <br />33<br />Events- and location-based marketing can provide valuable insight and marketing skills for customers in specific geographic regions. <br />Events and <br />Location<br />
  38. 38. 34<br />TripIt can organize your travel plans and automatically monitors your itineraries and provide alerts about any travel delays. This saves users from inconveniences such as time and money. <br />"I'm a freakish fan of TripIt and tell all my coworkers about it. I particularly wanted to thank TripIt Pro for saving my trip back from vacation. I was in Brazil, in the middle of nowhere, on a beach the day my flight was supposed to leave. I woke up in the morning and there was notice my flight to Dulles was canceled due to a snow storm. I freaked, needed to be in Chicago for a meeting the next day. I opened TripIt Pro and there were all the alternative flights, and how many seats were left on each. It was amazing how slick it worked. I knew instantly where to go and I was able to rebook in about 3 minutes, and got the seat (and an upgrade, no less) because I was able to respond quickly. Thanks for creating this amazing beast." - Dan F, Broomfield, CO<br />Events and <br />Location<br />Source: www.tripit.com<br />
  39. 39. “Marc Jacobs is on-brand<br />with their marketing, their<br />efforts made sense … They<br />understand the<br />communities that their retail<br />stores are located in and<br />how their brand fits within<br />that community.” <br />Tristan Walker, Foursquare’s VP of Business Development <br />35<br />During New York Fashion Week, Marc Jacobs partnered with Foursquare to create the “Fashion Victim” badge, which allowed attendees to “check-in” at any Marc by Marc Jacobs stores in the U.S. to unlock the badge. Four participants to successfully complete the task were randomly chosen to receive tickets to the Marc Jacobs show. This initiative provided both Marc Jacobs and Foursquare with increased brand awareness.<br />Events and <br />Location<br />Source: http://mashable.com/2010/03/22/fashion-location-based/<br />
  40. 40. 36<br />Whole Foods maximizes cooking class registrations and the overall efficiency of the registration process using Acteva. <br />Whole Foods, the world’s largest retailer of natural and organic foods, needed an all-inclusive tool for registering and managing attendance for their cooking classes. <br />Acteva provided an easy solution by implementing tiered registrations with waitlisting and MultiVent features. <br />These changes have resulted in added immediacy and accuracy in the registration process and increased class registrations. <br />“Because of Acteva, we now have a prominen web presence for our classes. I’d estimate we’ve easily grown our class attendance by at least 10%.” <br />Christine Carroll, Culinary Center Director<br />Events and <br />Location<br />Source: http://www.acteva.com/case_studies10.html<br />
  41. 41. Customer Service<br />37<br />
  42. 42. According to GetSatisfaction.com, “Customer service is the new marketing when conversation comes first. High volume, low cost, maximum satisfaction.”<br />Companies can take advantage of the increasingly scattered and disconnected conversations on the social web and transform them into usable and actionable material.<br />It is important to foster the conversations that make up successful brands and brand loyalty. Collecting real-time feedback is invaluable in helping to improve and innovate. <br />38<br />Customer service web applications work to engage your customer community to build buzz, collect valuable feedback and to reduce support costs. <br />Customer Service<br />
  43. 43. 39<br />Tide and several other brands under Proctor & Gamble use the Get Satisfaction customer service application to collect feedback from customers as well as answer questions about their wide range of products.<br /><ul><li>Get Satisfaction works by collecting and organizing all social knowledge into a unified platform for both internal and customer-facing usage.
  44. 44. This information is valuable for product development, relationship management, brand management, and public relations. </li></ul>Customer Service<br />Source: http://getsatisfaction.com/case_studies<br />
  45. 45. Reviews and Ratings&Comment and Reputation<br />40<br />
  46. 46. 41<br />The “Reviews and Ratings” and “Comment and Reputation” sections of the Conversation Prism are made up of social media tools that publish user-submitted product and service reviews. Companies can gather this information to improve their products and services and increase brand awareness. <br />Reviews/Ratings<br />Comment/Reputation<br />
  47. 47. 42<br />Epinions.com is a consumer reviews platform that offers customers an easy solution to making informed purchasing decisions. This is a place where customers can contribute their feedback and give recommendations for other users, providing companies with the opportunities to promote their products and let the users speak for themselves. <br />Epinions.com is able to provide customers with a unique and advanced shopping experience by offering:<br />Unbiased advice<br />Personalized recommendations<br />Comparative shopping  complete pricing and availability options<br />The right incentives<br />Transparency  users have user biography pages, review lists, comments, and “tickets” to flag other users who have violated the User Agreement – this allows shoppers to stop using advice from these members. <br />Reviews/Ratings<br />Comment/Reputation<br />Source: www0.epinions.com<br />
  48. 48. 43<br />News sites, such as Macleans.ca, use comment system IntenseDebate to increase reader engagement and boost traffic. <br />IntenseDebate is “a feature-rich comment system for WordPress, Blogger, Tumblr, and other blogging/CMS platforms”.<br />Benefits include: <br />Giving readers the tools to engage in discussions so that they can build a community around the content<br />Increase reader engagement by offering easier and more fun conversations for your blog or site <br />Email notifications encourage previous commenters to continue the discussion. Bringing them back onto the site will <br /> boost page views. <br />Reviews/Ratings<br />Comment/Reputation<br />Source: http://intensedebate.com/<br />
  49. 49. Documents/Content<br />44<br />
  50. 50. 45<br />The Internet has allowed content to be more easily shared online and to be more readily available as professional resources. Companies use document/content media sharing tools to manage the movement of documents and profit from sharing their information with channel partners. <br />Document/content social media tools are used to create document sharing communities built upon user submissions.<br />SlideShare facts: <br />29 million monthly visitors, 80 million page views<br />300th most popular website on the Internet<br />Users of SlideShare includes business and technology influences (IT professionals, marketing professionals, entrepreneurs, investors, consultants, and Web gurus)<br />Documents/Content<br />Source: http://www.slideshare.net<br />
  51. 51. 46<br />Docstoc is useful for finding and sharing professional documents with clients around the world. As well, this site has increased the use of embedding documents in the blogosphere and mainstream media. <br />Docstoc is an online community and marketplace where users from around the world can browse and purchase professional documents. <br /> It is a platform for uploading and sharing documents and serves as a large store for free and for purchase “legal, business, financial, technical, and educational documents that can be easily searched, previewed and downloaded.”<br />Docstoc also provides technology through APIs and Widgets to assist the sharing and promotion of documents online. <br />Documents/Content<br />Source: www.docstoc.com<br />
  52. 52. 47<br />Scribd helps professional publishers reach the tens of millions of readers every month who are looking for information ranging from business to history to travel. This site helps users publish, promote and profit from their work. <br />Documents/Content<br />Source: www.scribd.com<br />
  53. 53. 48<br />Companies can use SlideShare’sLeadShare application to collect customer leads through their uploaded presentations and documents. <br />"I started using LeadShare on our slides, and collected 10 qualified leads in the first week. One lead might into a five-figure deal.“<br />Brad Ward, Blue Fuego<br />"LeadShare is a revolutionary and cost-effective idea. In less than five minutes, LeadShare increases the ROI of any document by letting me add lead capture ability to it.”<br /> JT Keating, VP Marketing, CoreTrace<br />Documents/Content<br />Source: http://www.slideshare.net/business/leadshare<br />
  54. 54. Wiki<br />49<br />
  55. 55. A defining characteristic of a wiki is that its pages can be easily created and updated by its target community. <br />Because it usually takes a community to maintain a wiki, they are useful for sharing ideas and coming up with new innovations. <br />If used in an intranet, wikis can be used to form strategic alliances and aid in outsourcing tasks. <br />50<br />Wikis are often used for collaborative purposes, to power community sites, in corporate intranets and in knowledge management systems. <br />Wiki<br />
  56. 56. 51<br />For Meredith Corporation, Socialtext changed the way their employees work by making group communications more productive and effective, thereby increasing revenues. <br />Meredith Corporation runs several of the most recognizable magazines in America, including Better Homes and Garden, Fitness, and Ladies’ Home Journal. <br />In order to increase circulation and subscriber-based revenues, Meredith employees needed a way to collaborate and act on real-time information more efficiently. <br />Staff members can share news, links and ideas using Socialtext’smicroblogging tool, resulting in faster answers and broader input.<br />To advance collaboration, employees can also work openly in online workspaces. <br />Wiki<br />Source: http://www.socialtext.com/customers/casestudy_<br />meredith.php<br />
  57. 57. 52<br />Flixster works with Wetpaint, a leader in social publishing, in order to attract new audiences and generate revenue.<br />Wetpaint benefits companies such as Flixster, NuWire Investors, and IGN.com, by:<br />Helping to increase the size of their audiences and members by making websites fully social <br />Optimized search engines to bring in new audiences and drive revenues<br />Allows users to customize and, therefore, control their brand image<br />“We're excited to be working with Wetpaint to introduce wiki capabilities to the Flixster community. The core of the Flixster community is enabling millions of movie fans to rate, review and discover films through their friends and movie fans…The added engagement is not only beneficial to our users; it’s extremely valuable to our business.”<br />Steven Polsky, President and COO at Flixster<br />Source: http://press.wetpaint.com/page/Wetpaint+Injected<br />+Instantly+Transforms+Any+Website+Into+a+Socially+Published+Supersite<br />Wiki<br />
  58. 58. Social Bookmarks <br />53<br />
  59. 59. Social bookmarking sites are powerful research tools and can build knowledge-sharing communities.<br />Several popular social bookmarking tools are StumbleUpon, delicious, and diigo. <br />Benefits of social bookmarking include: <br />Traffic generation <br />Personal or corporate branding <br />Quick and easy access to relevant resources on hand <br />Increased bookmarking = Increased credibility <br />54<br />Social bookmarking sites are useful for organizing, storing, managing and searching for bookmarks of resources online. <br />Social Bookmarks<br />
  60. 60. StumbleUpon can be used as both a search engine and a social bookmarking site where users can rate websites, video and audio clips, and pictures. <br />Using StumbleUpon can increase traffic to your website…<br />The more people who “stumble” on your website and like it, the higher the ranking for your site. A high ranking translates into greater traffic to your site from StumbleUpon members and others <br />There is great potential in web traffic generated through StumbleUpon, as it has approximately 8 million+ members. <br />Users should leverage the social aspect of using StumbleUpon as it can increase the exposure of their sites. In a way, this encourages viral marketing to take place. <br />55<br />Businesses are using StumbleUpon to maximize their web traffic through high rankings and increased exposure. <br />Source: http://www.merawalasite.com/websitetraffic/how-to-use-stumbleupon-to-attract-website-visitors/<br />Social Bookmarks<br />
  61. 61. CrowdsourcedContent &Collaboration<br />56<br />
  62. 62. 57<br />Crowdsourcing and collaboration tools both involve outsourcing tasks, such as market research, to a community or to the public through an open call. <br />Benefits of crowdsourcing and collaboration include the following: <br />Inexpensive market research  opportunities for huge increases in ROI<br />Accessibility to a wider range of talent that might lie outside the confines of the company<br />Ability to gain first-hand insight on consumer demands<br />Community building that stems from a sense of loyalty gained through collaboration <br />Crowdsourced<br />Content & Collaboration<br />Source: http://news.bbc.co.uk/2/hi/uk_news/magazine/878<br />8780.stm<br />
  63. 63. 58<br />For a business, having a Wikipedia entry displayed in search results can lead to a positive boost in its reputation. <br />Having a Wikipedia entry lends credibility to an organization. <br />If it is difficult to secure a high ranking spot for a competitive search keyword, having a Wikipedia entry can help in placing your organization in one of the top entries. <br />Reputation is important on Wikipedia, as it can be edited by anyone. It is important to be a respected member by building a solid history of accurate and unbiased edits. Companies can also engage with other users through a Talk page, thereby building credibility and boosting social networking. <br />Crowdsourced<br />Content<br />Source: http://www.practicalecommerce.com/articles/413<br />-SEO-Can-Wikipedia-Help-Your-Business-<br />
  64. 64. 59<br />Starbucks found a way to better manage consumer feedback by creating “My Starbucks Idea”. With this site, Starbucks was able to harness the ideas of its customer base, improve its image and increase brand loyalty.<br />The site allows users to submit their suggestions on what can be improved or added at Starbucks. Consumers can vote and submit wishlists for new products.<br />Over 70,000 suggestions were made by Starbucks clients, with the top idea receiving 95,000 votes and over 1,000 comments <br />Saves market research costs and increases loyalty of Starbucks customers <br />Collaboration<br />Source: www.mystarbucksidea.force.com<br />
  65. 65. 60<br />When Canadian mining company, Goldcorp, was on the brink of bankruptcy and unable to find gold in Northern Ontario, the company gave the public access to all of its geological data online and offered $500,000 in prize money for the accurate suggestions of where gold was located. As a result of this collaborative effort, Goldcorp mined $3 billion of gold.<br />"They got submissions from people all over the world, including people using 3D computer modelling techniques. They found $3 billion worth of gold on the property and Goldcorp became one of Canada's biggest mining companies.“<br />Anthony Williams, co-author of Wikinomics<br />Collaboration<br />Source: Wikinomics<br />
  66. 66. 61<br />MindTouch helped Autodesk by delivering an outstanding general purpose platform for enterprise collaboration. As a result, Autodesk experienced decreased customer retention costs and boosted product development. <br />Autodesk is a world leader in 2D and 3D design software for industries ranging from manufacturing to engineering to media and entertainment. <br />"Delivering quality documentation is consistently one of the biggest challenges for any company. Information is spread across multiple departments, timezones and even languages. We have yet to find a solution as powerful as MindTouch. This provides the speed and agility our support team needs by minimizing the time we waste trying to find content and lowering our cost of actually developing that content in the first place."<br />Victor Solano, Sr. Product Manager, Autodesk<br />Collaboration<br />Source: http://www.mindtouch.com/Customers/testimonials<br />
  67. 67. 62<br />Blogging<br />
  68. 68. A blog is a type of website or part of a website that contains regular entries of written, graphical, or video content. Readers are typically able to leave their comments and opinions about the subject of the blog to interact with the author and the other readers. <br />Companies can benefit from blogging by:<br />Offering customer support <br />Reaching out to their channel partners <br />Gather information from their readers <br />Update customers on new products, services, special promotions, announcements, etc. <br />Brand building<br />Reputation management <br />63<br />Many organizations use blogs to reach out to their customers or for internal use. Blogs are valuable social media tools that promote transparency and trust and strive to cultivate communities around topics of interest. <br />Blogging<br />
  69. 69. 64<br />Rumi Neely used her blog, fashiontoast, to launch a thriving career in fashion and design.<br />Rumi Neely started her blog, fashiontoast.com, in 2007 featuring pictures of her daily outfits. By early 2009, her site, hosted by Blogspot, received about 35,000 hits a day. Nowadays, she gets over a million hits a months and hundreds of comments per post. <br />Soon, designers and other influential people in the industry took notice of her blog. Since then, she has worked with major labels such as American Apparel, Ungaro, RVCA, Revolve, and Forever 21. She has also been featured in countless fashion magazines such as Teen Vogue and ViVi. <br />"I think a lot of industry people are actually reading blogs to get ideas of what's going on with real people out there -- that's probably the best way to do that kind of market research. Even commercial companies have e-mailed me, and I've had different proposals about how we can work together." <br /> - Rumi Neely<br />Blogging<br />Source: http://money.cnn.com/2009/04/22/smallbusiness<br />/fashion_bloggers_go_into_business.smb/index.htm<br />
  70. 70. 65<br />eBay’s blog, the Chatter, hosted by TypePad, offers the latest news about the company and the community. Recent and interesting auction items are announced on the blog to entice and encourage readers to bid. <br />Blogging<br />Source: http://ebaychatter.typepad.com/the_chatter/about<br />_chatter.html<br />
  71. 71. 66<br />HP wanted to deepen connection to the blogosphere and build stronger relationships within its community of writers, reviewers, and fans. HP created “31 Days of the Dragon”, where 31 selected influential bloggers were each provided with an HP HDX Dragon system to give away to readers on their sites over a period of 31 days. This campaign generated huge sales increases and positive marketing and discussions. <br />Bloggers created and shared custom marketing materials including graphics, logos, videos, RSS feeds<br />As a result, HP experienced business advances, sales increases, higher product awareness and increased competitive advantage<br />84% increase in sales on the HDX Dragon <br />14% increase in overall traffic <br />10% increase in overall consumer PC sales <br />Blogging<br />Source: http://www.slideshare.net/BuzzCorps/hp-and-buzz-corps-31-days-of-the-dragon-case-study<br />
  72. 72. Micromedia<br />67<br />
  73. 73. 68<br />Micromedia are social networking and microblogging tools that allow users to send and read messages. Commercial microblogs exist to promote websites, products and services, or collaboration with an organization. <br />Microblog messages typically consist of a short sentence or may simply contain a video or image. <br />Benefits of using Twitter: <br />Participating in industry conversation <br />Increase brand awareness and gain competitive advantage<br />Interact with target audience <br />Promote blog content <br />Reputation management and customer feedback<br />Promotion and press release<br />Source: http://www.viralblog.com/research/twitter-facts-figures/ and http://www.marketing-jive.com/2009/07/15-business-benefits-of-using-twitter.html<br />Micromedia<br />
  74. 74. 69<br />Zappos.com successfully uses Twitter to strengthen the brand’s image in the eyes of their consumers as service-oriented and approachable. <br />Zappos.com is the leading online shoe store in the U.S. <br />The CEO of Zappos.com, Tony Hsieh, and many of his employees are all active users on Twitter. <br /> The CEO’s activities on Twitter have added his personality to the company’s brand – a personality that is helpful, trustworthy, and approachable. His employees use Twitter to highlight interesting facts that happen within the company and to communicate with their customers. <br />Micromedia<br />Source: http://www.slideshare.net/kholzapfel/social-media-success-stories <br />
  75. 75. 70<br />Moonfruit, a website builder, advertised on Twitter that they would be giving away a MacBook Pro laptop every day for 10 days, in celebration of the company’s 10th anniversary. In order to be entered in this giveaway, all you had to do was tweet “#moonfruit”. Moonfruit’s brand awareness increased exponentially, with web traffic up by 200% in the U.K. and 1000% in the U.S. As well, sign-ups to try out their products increased by over 350%.<br />Micromedia<br />Source: http://www.blogtrepreneur.com/2009/08/03/<br />moonfruit-a-twitter-success-story/<br />
  76. 76. Twitter Ecosystems<br />71<br />
  77. 77. 72<br />Third-party programmers have created dozens of unique ways to experience Twitter. These new applications range from browsers to ad networks to multimedia tools. <br />Because Twitter makes its code available to outside developers, many new tools have been developed that can sort, analyze, distribute, and interact with the millions of tweets posted every day.  <br />These tools make up the Twitter ecosystems and have created new business opportunities for many Twitter users.  <br />Source: http://images.businessweek.com/ss/09/04/0413_<br />twitter_ecosystem/1.htm<br />Twitter Ecosystems<br />
  78. 78. 73<br />Disqus was able to improve its brand reputation when Daniel Ha, co-founder of Disqus, was alerted by Tweetscan that one of his customers was having a problem with his system. Disqus responded almost immediately and was able to provide the customer with the appropriate support in a timely manner. Shortly after, the satisfied customer praised Disqus on his blog. <br />Source: http://mashable.com/2008/04/28/twitter-brand-management/<br />Twitter Ecosystems<br />
  79. 79. SMS/Voice<br />74<br />
  80. 80. These social media tools can be used to inform customers about upcoming promotions, product launches, events and other company announcements. <br />Communication via SMS/voice application has few physical barriers and often results in high level of awareness of the viewer.<br />75<br />With SMS/voice tools, organizations can distribute content to the mobile devices of their targeted audience. This added form of communication increases the level of personalization of their message and extends the organization’s reach into the market. <br />SMS/Voice<br />
  81. 81. 76<br />President Barack Obama’s 2008 Election Campaign used text messaging to communicate with his supporters, recruit donors, and boost get-out-the-vote (GOTV) efforts. This method proved to be extremely effective in reaching his audience, especially when Election Day arrived.<br />The Obama campaign is infamous for announcing their Vice Presidential selection of Senator Joe Biden to text message subscribers. This message reached 2.9 million mobile phones.<br />On Election Day, his subscribers were sent a text message reminding them to vote. This was an ingenious way to end his campaign. It also cost 20 times less per vote than what he would have spent on door-to-door canvassing. <br />Source: http://www.articlesbase.com/social-marketing-articles/mobile-marketing-with-text-messaging-928329.html<br />SMS/Voice<br />
  82. 82. 77<br /> The American Red Cross activates a program called Text 2HELP during major disasters. Subscribers of this program can help aid disaster relief efforts by texting “2HELP” (24357) to donate $5. <br />During major disasters, subscriber of the Text 2HELP program can help by sending a text message containing the word “GIVE” to “2HELP” (24357). By doing this, a $5 tax-deductible donation will be made to the American Red Cross for disaster relief. These donations appear on the customers’ monthly phone bills or can be debited form a prepaid account balance. <br />In 2008, the American Red Cross raised $190,000 with this text messaging program. <br />Source: http://www.articlesbase.com/social-marketing-articles/mobile-marketing-with-text-messaging-928329.html<br />SMS/Voice<br />
  83. 83. Forums<br />78<br />
  84. 84. A forum is an online discussion site that acts as a bulletin board managing user-generated content. <br />Organizations benefit from using forums in many ways: <br />Conduct market research <br />Encourage community building and customer feedback <br />Increased brand awareness <br />Provide customer support<br />79<br />Participants of forums may cultivate social bonds and form communities and interest groups for specific topics in these discussions. <br />Forums<br />
  85. 85. 80<br />Readers of Cosmopolitan can sign in to the Cosmo Community and chat with other Cosmo girls about everything from fashion, sex, relationship advice, beauty and health concerns, etc. Forums and boards help strengthen the brand by allowing women from all over North America to come together in a community. <br />Forums<br />Source: http://www.cosmopolitan.com/community/<br />
  86. 86. 81<br />Kinaxis, a company that provides supply chain management solutions, developed its own B2B social media community where members can partake in forum discussions, create their own profiles, receive customer support and access to other industry blogs. Currently, Kinaxis has over 2200 members in their online community.<br />Forums<br />Source: http://blog.marketo.com/blog/2010/05/b2b-social-media-success.html<br />
  87. 87. 82<br />There are several obstacles that organizations should be made aware of and figure out how to overcome before successful social media marketing can be made possible<br />Social media marketing should be approached by thinking outside of the box. Solutions to problems should be unique and personalized concepts and strategies.<br />It does not benefit to copy someone else’s strategies as they should be merely used as inspiration and may not exactly suit your needs. <br />Because technology is constantly evolving, even the most advanced campaigns can be rendered “old-fashioned” within months. <br />Organizations should be wary of just jumping in social media marketing without fully taking the time to understand which social channels are most suitable for their needs. For instance, just because everyone else is using Facebook, it doesn’t mean that it would be an effective way to market to your demographic. The channels you use should build on your brand promise and invite your audience to engage in conversations on the social web.<br />
  88. 88. 83<br />Valuable lessons about using social media can be taken away from the examples shown in this report.<br />Social media marketing does not necessarily require a large amount of capital. For example, creating funny and original videos can be used to create buzz and increase sales.<br />In order for a viral campaign to be successful, it should push the barriers of social marketing and create a memorable impression on your audience.<br />Directly asking consumers what they want is an effective method of marketing research. Publicly acting on this information is essential to the success of using social media. <br />Social media marketing does not necessarily translate into monetary gains. However, it is very possible to use social media tools to increase ROI. Most successful strategies are implemented across several platforms, especially when your target demographic is already familiar with online social networking. <br />
  89. 89. 84<br />In conclusion, the Conversation Prism helps guide organizations to successfully navigate the vast landscape of the social web and harvest the power of online communication and relationship building. Using this knowledge, organizations will be able to analyze and implement the most suitable social media marketing strategies to achieve their organizational goals. <br /> <br />

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