2010 St. Cloud KNOW Event

10/8/10 Aware, No Single Repeat/ Nothing Advocates Action Action Enthusiasts 1

10/8/10 500 Billion+ Social Conversations About Companies Took Place in 2009. 2

10/8/10 CLOSER TO HOME Respondent Age 30% 18-24 25% 25-34 20% 35-44 15% 45-54 55-64 10% 65-74 5% Over 75 0% AGGREGATE 3

10/8/10 ND & MN Social media spectators 100% 90% 80% 70% 60% 50% 40% 30% 20% 10% 0% 18-24 25-34 35-44 45-54 55-64 65-74 Over 75 Social media spectators 100% Watched a video 90% 80% Viewed pictures 70% Read a blog 60% 50% Read ratings or reviews 40% Read a message board 30% Viewed a document 20% 10% Watched/listened to a podcast 0% Subscribed to an RSS feed AGGREGATE (n = 1,542) 4

10/8/10 ND & MN Social media creators 100% 90% 80% 70% 60% 50% 40% 30% 20% 10% 0% 18-24 25-34 35-44 45-54 55-64 65-74 Over 75 Social media creation 80% Uploaded photos 70% Bookmarked a page/site 60% Uploaded a video 50% Contributed to a message board 40% 30% Commented on a blog 20% Posted ratings/reviews 10% Wrote a blog 0% Created a podcast AGGREGATE (n = 1,542) 5

10/8/10 THE NEW INFLUENCERS The New Inﬂuencers More Than 80% of the Brand Conversations Are Created by 16% of the Online Population These 16% are the Mass Inﬂuencers 6

10/8/10 The New Influencers •  Age = 32-38 (younger than average) •  Income = $89-$98k (higher than average) •  Facebook (62% of brand conversations) •  Ratings/Reviews Sites (32% of conversations) •  Mobile Web (50% usage among influentials) Sorting through all the noise. Uses For Monitoring • Share of Voice (competitive) • Share of Voice (platform) • SM Subject Identification • Category Sentiment • Brand Advocate Identification • Thought Leader Identification • Reputation Management • Crisis Identification • Brand Sentiment 7

10/8/10 STRATEGY 8

10/8/10 Strategic Planning 1.  Where is the home base? 1.  What type of program is this? 2.  What is the current support the 2.  What outposts will relationship home base? with the audience? 3.  How does yourcontent will be 3.  What types of audience use added regularly? social media? Tactical Measure Planning 4.  How is the audience going to be 4.  What’s your one thing? activated and not just collected? 5.  How will you be human? 6.  How are you goingmake members 5.  What ways can we to use social the star? media? 6.  Whatwill we make fans aware of the 7.  How does success look like? 8.  Who isbase? home responsible for what? Execution WHAT’S WORKED? 9

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10/8/10 Real-life WHAT HASN’T WORKED? 14

10/8/10 Belkin: Paying for positive reviews. Honda – Caught Faking It 15

10/8/10 http://www.youtube.com/watch?v=5YGc4zOqozo or search “United Breaks Guitars” Aware, No Single Repeat/ Nothing Advocates Action Action Enthusiasts 16

10/8/10 WHAT’S AROUND THE CORNER? Custom apps and design 17

10/8/10 Consumers go mobile. 25 Million iPhones Sold in 2009 But keep in mind… • Blackberry 65% • iPhone 25% • Android 18% Location Based Services 18

10/8/10 Social Graph Portability SM Data Mining •  WHO – Demographics, location •  WHAT – Interests, lifestyles, brand afﬁnities •  WHERE – Online hangouts •  WITH WHOM – Friends and associates •  WEIGHT – Online inﬂuence 19

10/8/10 QR Codes – The New URL Augmented Reality http://www.plugintothesmartgrid.com then click “Augmented Reality” in the menu 20

10/8/10 THANK YOU. 21

10/8/10 THE IMPORTANCE OF BLOGGING 22

10/8/10 Reasons For Blogging •  SEO (Trafﬁc Driving) •  Acquisition/Leads •  Thought Leadership •  Market/Promote Something •  Stay Active/Up To Date •  Humanize/Improve Client Relations 23

10/8/10 WHAT MAKES A GOOD BLOG? Anatomy of a good blog Keyword Rich Title Short Title (URL) Humanizing Photo Descriptive Tagline Obvious Search Connectivity Clear Navigation Credibility Boosters Omni-present bio Images Lots of space Subheads 24

10/8/10 WRITING A BLOG Blogging is publishing 25

10/8/10 Vary content like a magazine •  Mix trends, how-to and case studies •  Mix feature length and short •  Mix timely with timeless •  Mix text with video •  Mix positive with negative •  Mix personal with professional •  Find a signature Find Your Signature 26

10/8/10 Search term selection Good search terms Keyword Selection Keyword Competition Volume College 1,160,000,000 55,600,000 College in Minnesota 94,500,000 60,500 Minnesota Community 928,000 18,100 Colleges 27

10/8/10 You are your headline •  120 characters or less •  Challenge wisdom •  Numbers/lists •  Unexpected action words •  Keywords Formatting and Writing •  Repeat key words in the body (4x6 times) •  Use H1/H2 Tags •  Include a photo •  Start with a question •  End with a question •  Leave post unﬁnished •  Take positions •  Answer comments 28

10/8/10 Tagging It All Adds Up To Visibility 29

10/8/10 Search best practice reporting Track success with URL shorteners 30

10/8/10 Measurement What does success look like? •  Readers •  Time Spent •  Inbound Links •  Comments COMMENTING 31

10/8/10 •  Be fast •  Stay on topic •  Add to the conversation •  Links? Are you ready to blog? •  What do you want to do? •  Who is your audience…speciﬁcally? •  What is your blog about? •  Do you have 20 headlines? •  What similar blogs exist? •  How frequently can you commit? •  What does success look like? 32

10/8/10 THANK YOU. 33

10/8/10 THE IMPORTANCE OF FACEBOOK 34

10/8/10 #1 in Total Visits #2 in Unique Visits #1 in Time Spent 35

10/8/10 Social Networks Visited 80% 70% Facebook 60% 50% LinkedIn 40% Twitter 30% Special Interest 20% Community 10% MySpace 0% AGGREGATE Closer to home 46% of Minnesotans are on Facebook 36

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10/8/10 WHY USE FACEBOOK? Strategic Planning 1.  What type of program is this? 2.  What is the current relationship with the audience? 3.  How does your audience use social media? Tactical Measure Planning 4.  What’s your one thing? 5.  How will you be human? 6.  How are you going to use social media? 7.  What does success look like? 8.  Who is responsible for what? Execution 38

10/8/10 Ways to use Facebook •  Customer service •  Gain customer insight •  Community of loyalists •  Enable advocates to share your brand •  Thought leadership WHAT MAKES A GOOD FACEBOOK PAGE? 39

10/8/10 80/20 rule 40

10/8/10 •  Fall fashion –  Photos/outﬁts with pieces from retailers –  Photos of mall shoppers with cute outﬁts •  Behind the scenes/inside info –  New store arrivals –  Behind-the-scenes of commercials •  Sales and coupons –  Retailer coupons –  Mall events like sidewalk sale •  Mall card giveaways –  Weekly reminders to enter –  Post weekly winner Post Post behind-the- Winner Commercial Reminder behind-the- scenes announced starts airing to enter scenes album video Reminder Winner Reminder about announced to enter sidewalk sale Poll Winner question: Post Reminder Sidewalk announced what’s your sidewalk to enter sale fave store? sale coupon Sidewalk Post photo Post poll album Post fall sale results and Reminder fashion Winner coupon to enter collage announced Post “street Winner Reminder fashion” announced to enter video Red = Promotion Blue = offline events Green = other content 41

10/8/10 Custom design 42

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10/8/10 Community 45

10/8/10 ANALYTICS & MEASUREMENT Metrics Awareness Sales Loyalty •  Web Trafﬁc •  Web Traffic •  Time Spent on Site •  Followers, Fans, •  Time Spent on Site •  Repeat Visits Friends •  Content acceptance •  Content Acceptance •  Social Mentions rate Rate •  Followers, Fans, •  Interactions Friends •  Repeat Social •  Social Mentions Mentions •  Recommendations and Reviews 46

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10/8/10 CONTESTS & PROMOTIONS Tips for contests •  Make participation easy •  Have a prize to match the effort 49

10/8/10 Tips for contests •  Remember: it’s not viral until it is •  Promote offline and online Technically you can’t… –  You may not administer any promotion through Facebook, except that you may administer a promotion through the Facebook Platform with our prior written approval –  In the rules of the promotion, or otherwise, you will not condition entry to the promotion upon taking any action on Facebook, for example, updating a status, posting on a profile or Page, or uploading a photo. You may, however, condition entry to the promotion upon becoming a fan of a Page. –  Notify winners through Facebook, such as through Facebook messages, chat, or posts on profiles or Pages. 50

10/8/10 But you can… –  Invite fans to interact and then reward them for doing so –  Use a 3rd party application such as Wildﬁre or Contest Machine –  Use Twitter, your blog, your website, etc to host a contest and promote it on Facebook 51

10/8/10 Update your status… •  Strategy first •  Make it about your fans, not your brand •  Plan, but be flexible •  Measure, adjust, repeat Josh Lysne Libby Hall @jlysne @libbyjuju josh.lysne@flintinteractive.com libby.hall@flintinteractive.com 52

10/8/10 THANK YOU. 53

2010 St. Cloud KNOW Event

by Flint Group

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2010 St. Cloud KNOW Event Document Transcript