SOCIAL MEDIAWhere it Fits in the Digital Media Mix17 August 2009

2WHAT IS SOCIAL MEDIAIntroducing…the people formerly known as the AUDIENCE

3SOCIAL MEDIA DEFINED Social media are primarily Internet- and mobile-based tools for sharing and discussing information among human beings. Inclusive of activities that integrate technology, telecommunications and social interaction, and the construction of words, pictures, videos and audio. -Wikipedia.org

4SOCIAL MEDIA DEFINED Fuor Digital DefinitionSocial Media defines any digital vehicle that allows people to customize, collect, connect and collaborateThe Fuor C’s

5WHY ITS CRUCIAL TO ADD TO THE MIX57% of people online have joined a social network both personal or professional

6WHY ITS CRUCIAL TO ADD TO THE MIX100,000,000 videos have been posted65,000news videos/day83% have watched video clips

200,000,000 blogs73% of active online users have read a blog 45% have started their own blog39% subscribe to one or multiple RSS feeds7WHY ITS CRUCIAL TO ADD TO THE MIX

55% have uploaded & shared photos 1.5 million residents in virtual worlds8WHY ITS CRUCIAL TO ADD TO THE MIX

WHY ITS CRUCIAL TO ADD TO THE MIXWith 50,000 message boards, 100,000 twitter posts daily2,000,000 unique pieces of content processed every 24 hours……Participation in social media is vital for brands9

10SOCIAL MEDIA BREAKDOWN UserGeneratedContentCustomizeBlogsTwitterCollaborateSocial NetworksSocial NewsCollect Connect

SOCIAL MEDIA BREAKDOWN Networks = ConnectSocial NetworksPortable Social GraphsGives any website the power of social context that is currently only found within the walls of a social network11

SOCIAL MEDIA BREAKDOWN Networks (cont.) = ConnectPortable Social Graphscoming from Facebook, MySpace, Google, Yahoo and Microsoft are going to transform how consumers interact with digital technology and each other12July 2008 Mark Zuckerberg introduced Facebook connect

page 13SOCIAL MEDIA BREAKDOWN Networks (cont.) = ConnectFacebook ConnectFacebook Connect as an alternative to site registrationsSites are allowing users to login through Facebook Connect, presenting an easy and quick alternative to normal registrations.

SOCIAL MEDIA BREAKDOWN News = CollectsRSSTaggingSocial BookmarkingCollective WisdomRatings SitesWikipediaSocial News14

User Generated Content (UGC) = CustomizesBlogs / TwitterVirtual Worlds / AvatarsPhoto SharingConsumer ReviewsSOCIAL MEDIA BREAKDOWN 15

Users Customize their online identities with…NetworksApplicationsSOCIAL MEDIA BREAKDOWN 16

Users Customize their online identities with…Tagging ContentParticipating in Online DiscussionsCommentingSOCIAL MEDIA BREAKDOWN 17

Users Customize their online identities with…WidgetsPhotos…SOCIAL MEDIA BREAKDOWN 18

19SOCIAL MEDIA DEFINED Its not a fad…It is a fundamental shift in the human means to communication

20SOCIAL MEDIA PROCESSHow to think about it in relation to purchased media?Purchased Media = The MonologueSocial Media Efforts = +The Dialogue = Mastering the Digital MixSo where in the world do we start???

21SOCIAL MEDIA PROCESS People are talking about products and brands right now…“It’s about conversations, and the best communicators start as the best listeners”Brian Solis, Social Media ManifestoStart by using tools to measure the noise and then…

22SOCIAL MEDIA PROCESS 2. …Immerse into the conversation

23SOCIAL MEDIA PROCESS ParticipateIt is a dialogue, not a monologueBuild a communication planRelinquish ControlThe goal is not to control the conversationCreate opportunities for consumers to take ownership of the brandEnableInspire Let’s give ‘em something to talk about…Make them love you or hate you, don’t leave them indifferentINFLUENCE

24SOCIAL MEDIA PROCESS Measure the new noise, and brand impactContinue to go deeper…Use social graph data and leverage key players Create rich profiles, including demos, interests, behavior Find others like them in the network Can also target outside social networks themselves Also identify “Influencers” who connected AND share

Create rich profiles, including demos, interests, behavior

Find others like them in the network

Can also target outside social networks themselves

Also identify “Influencers” who connected AND share

25SOCIAL MEDIA PROCESS Dangerous territories that clients need to be aware ofRelinquishing controlNeed to be prepared for negative publicity and to have the attitude, “any PR is good PR”Going to happen, brands need to learn from it Have the capacity to make changesDetermine responseLegalitiesClient’s legal departments may have very rigid guidelines as to how and where their brands appearThe truth will prevailHitting consumers with false information about a brand or not being transparent about your involvement or intent of participation can blow up in a brand’s faceNavigon ex.Kid ProtectionIf working the teen / kids market Brand relationship ;inappropriate consumer content can be open for kids to find

HOW DO WE MEASURE: TOOLS & METRICS26

MEASUREMENT TOOLSSocial Media analytics tools available at no subscriptionBlogpulse Is a blog search engine that also analyzes and reports on daily activity in the blogosphereTrendrrMeasures once campaign / term / brand is entered – can’t capture historical prior to adding brand to accountTwist.comAvailable for searching twitterTechnorati Self-service advertising network of blogs, site can be used to investigate conversations27

MEASUREMENT TOOLSCompanies that offer comprehensive social media monitoring tools subscription basedNielson Buzz MetricsCollective IntellectScoutLabs 28

MEASUREMENT TOOLSCurrently investigating the product offerings from additional companies that offer comprehensive tools subscription basedOffer real-time posting opportunities and various “proprietary” metricsRadian6Visible TechnologiesMediaMiserLotameMedia6 DegreesUnbound TechnologiesBuddy MediaOmniture SiteCatalyst now offers integration with Twitter to measure level of discussionTool can classify twitter user into segments of Consumer, employee, vendor 29

30MEASUREMENT METRICSMetrics included in various analysis tools but not limited toConversations / DiscussionsNumber that occurPage views of contentFeeds subscribed toSentiment (positive / negative)Attention levelNetwork group additionsApplication interactionsDownloadsPass-a-longsTime spentLevel of useEngagementGeography coverage

31MEASUREMENT METRICSImmense benefit of social media is the link building opportunity for our clients’ brands

HOW ARE BRANDS USING SOCIAL MEDIA32

MARKETING EXPERIEMENTS33Marketing Experiments hired someone at $10 an hour 360 total hours working on the project posting 255 blog excerpts and effort “to engage in real and meaningful conversation with the community”Social Media Sites Targeted:Myspace, YouTube, Google Video, Wikipedia, Fark, imBored, Hi5, Facebook, Google Groups, Craigslist, Digg, Delicious, iVillage, NY Times, Blog, MTV, NBC, ABC, chat rooms, WWE Blogs, TVGasm, American Idol BlogResults:Over the 12 months, social media tactics were able to generate 93,207 unique visitors to their site sites,At $3,600, costs per visitor at less than $0.04 per visitor

ISLAND BICYCLE CO.34MySpace Case StudyUsing the search tool on MySpace, you can get demographic information by ZIP code22,000 people that used MySpace lived within 10 miles of his storeSent out 20 friend requests each day With the kids’ market fun logo made for quick grabs for profilesOnce a week I’ll send out a blurb announcing a bike special or telling people that new bikes have come inIn first month sold 3 bikes to people that found out about the company from MySpace

Nielsen NRG survey conducted during the sequel’s opening weekend concluded that “Step Up 2 the Streets” was noticed more than its predecessor because of its MySpace profileSTEP UP 235A tactic that worked very well for Disney was that they realized that one of the keys to being successful within social networks is not to continually hit consumers over the head with a marketing message but rather to maintain a steady stream of contact with them156,000 MySpace fans

FORD36

SKITTLES37

STARBUCKS38mystarbucksidea.co serves two primary functions: to respond to the community and to review and promote ideas Biggest challenge is maintaining engagement and keep visitors involved and excited Starbucks handles this through six “pillars”Visible Action Starbucks has to show visitors that their ideas are implementedTo date, Starbucks has made approximately 50 changes: some include Splash Sticks and Gold CardsGreat discussions Mystarbucksidea.com strives to be like a group discussion with the company and encourages discussion via new topicsPromotion Ads and placards in stores that show this idea brought to you by communityNew Features ex. been polls–like one asking: “If the barristas were able to have tattoos, would you still come”New Geographies New ways to use site to have people engage in brand Customers assist with store renovations; like what art, books and musicSince it’s launch in March of 2008, Starbucks has had these results:3 million unique visitors60,000 ideas submitted100,000s of comments460,000 votes2,500 moderator comments

ZAPPOS39

BURGER KING40Rebuttal = angry-gramBK’s FB application; free whopper when sacrificed a FB friend 233,906 sacrificesOver 900 Blog posts captured with angry whopper

THE FUOR DIGITAL APPROACH41

FUOR DIGITAL APPROACHSocial Media Immersion (4 week process)Implementation of site analytics will launch initial understanding for consumer interactionBuild insight of website activityVisitor usage habitsDownload activityCurrent communication program Website backlink evaluationLearn current position in organic search rankingsUtilize various tools to measure and analyze current online discussionEvaluation of current online discussion within the 200,000,000 online blogs, articles, news, etc.Client brand knowledge as well as category learningsDetermine opportunity that existsWithin the category and other related categoriesEvaluation of podcasts and video documentation within the category and establish if opportunity existsTrack audience / community sentiment (positive / negative)42

FUOR DIGITAL APPROACHSocial Media Program DevelopmentBuild program including any or all of the following tactics based on immersion resultsUncover key influencers within desired categories on web to use as anchors for campaign Provide them with content to speak to their followers about category topics, areas of expertise, etc.Assess opportunity to provide the key influencers with content, product samples, etc.Reputation ManagementUncover positive and negative chatter that exists about brand & the brand’s productsDecide how to participate in replies, rebuttals, or offers to blogs writtenDetermine frequency per/week or month that Fuor will Article / content / information release to key category news outletsBuild various “business” profiles on social networks where opportunities exist (i.e. facebook, Myspace, LinkedIn, Cafemom, etc.)Create “link bait”; Write a Digg headline that encourages uses to click-through to the link displayedLaunch a brand blog to drive discussion around company selected content, areas of expertiseRecommended high frequency of participation (minimum 1 per week)Launch a brand twitter to begin constant communication with “followers”Recommended high frequency of participation (minimum 1 per day)Concept, develop and distribute a “buzz worthy” widget or application that has high pass along value to consumersBuild a lead generation program on web site to fuel consumer databaseDevelop communication outlet with interested consumersLaunch a quarterly / monthly / weekly newsletter initiative that provides news worthy content43

FUOR DIGITAL APPROACHSocial Media Program Results / ReportingReport monthly on program progressAnalyze and assess program results and work to determine continuous effortsSocial media programs will continuously evolve based on environment, response, marketing efforts, etc.Establish Key Performance Indicators (KPIs) with client to measure and monitor program results; examples include:New website trafficIncreased activity on site (if determined important)Number of recipe downloads (if determined important)Increase number of BacklinksNumber of posted discussionsActivity, sentiment, sourcesVarious community participationArticle coverageEngagement metrics with profiles and developed applicationsPass-along data 44

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