Social Media in the Digital Media Mix

SOCIAL MEDIA
Where it Fits in the Digital Media Mix
17 August 2009

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WHAT IS SOCIAL MEDIA
Introducing…
the people formerly known as the AUDIENCE

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SOCIAL 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

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Fuor Digital Definition
Social Media defines any digital vehicle that allows people to customize, collect, connect and collaborate
The Fuor C’s

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WHY ITS CRUCIAL TO ADD TO THE MIX
57% of people online have joined a social network both personal or professional

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100,000,000 videos have been posted
65,000news videos/day
83% have watched video clips

200,000,000 blogs
73% of active online users have read a blog
45% have started their own blog
39% subscribe to one or multiple RSS feeds
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55% have uploaded & shared photos
1.5 million residents in virtual worlds
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With 50,000 message boards, 100,000 twitter posts daily
2,000,000 unique pieces of content processed every 24 hours…
…Participation in social media is vital for brands
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SOCIAL MEDIA BREAKDOWN
User
Generated
Content
Customize
Blogs
Twitter
Collaborate
Social Networks
Social News
Collect
Connect

Networks = Connect
Social Networks
Portable Social Graphs
Gives any website the power of social context that is currently only found within the walls of a social network
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Networks (cont.) = Connect
Portable Social Graphs
coming from Facebook, MySpace, Google, Yahoo and Microsoft are going to transform how consumers interact with digital technology and each other
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July 2008 Mark Zuckerberg introduced Facebook connect

Networks (cont.) = Connect
Facebook Connect
Facebook Connect as an alternative to site registrations
Sites are allowing users to login through Facebook Connect, presenting an easy and quick alternative to normal registrations.

News = Collects
RSS
Tagging
Social Bookmarking
Collective Wisdom
Ratings Sites
Wikipedia
Social News
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User Generated Content (UGC) = Customizes
Blogs / Twitter
Virtual Worlds / Avatars
Photo Sharing
Consumer Reviews
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Users Customize their online identities with…
Networks
Applications
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Tagging Content
Participating in Online Discussions
Commenting
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Widgets
Photos…
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Its not a fad…
It is a fundamental shift in the human means to communication

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SOCIAL MEDIA PROCESS
How to think about it in relation to purchased media?
Purchased Media = The Monologue
Social Media Efforts = +The Dialogue
= Mastering the Digital Mix
So where in the world do we start???

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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 Manifesto
Start by using tools to measure the noise
and then…

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2. …Immerse into the conversation

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Participate
It is a dialogue, not a monologue
Build a communication plan
Relinquish Control
The goal is not to control the conversation
Create opportunities for consumers to take ownership of the brand
Enable
Inspire
Let’s give ‘em something to talk about…
Make them love you or hate you, don’t leave them indifferent
INFLUENCE

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Measure the new noise, and brand impact
Continue 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

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Dangerous territories that clients need to be aware of
Relinquishing control
Need 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 changes
Determine response
Legalities
Client’s legal departments may have very rigid guidelines as to how and where their brands appear
The truth will prevail
Hitting 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 face
Navigon ex.
Kid Protection
If working the teen / kids market Brand relationship ;inappropriate consumer content can be open for kids to find

HOW DO WE MEASURE: TOOLS & METRICS
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MEASUREMENT TOOLS
Social Media analytics tools available at no subscription
Blogpulse
Is a blog search engine that also analyzes and reports on daily activity in the blogosphere
Trendrr
Measures once campaign / term / brand is entered – can’t capture historical prior to adding brand to account
Twist.com
Available for searching twitter
Technorati
Self-service advertising network of blogs, site can be used to investigate conversations
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MEASUREMENT TOOLS
Companies that offer comprehensive social media monitoring tools subscription based
Nielson Buzz Metrics
Collective Intellect
ScoutLabs
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MEASUREMENT TOOLS
Currently investigating the product offerings from additional companies that offer comprehensive tools subscription based
Offer real-time posting opportunities and various “proprietary” metrics
Radian6
Visible Technologies
MediaMiser
Lotame
Media6 Degrees
Unbound Technologies
Buddy Media
Omniture SiteCatalyst now offers integration with Twitter to measure level of discussion
Tool can classify twitter user into segments of Consumer, employee, vendor
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MEASUREMENT METRICS
Metrics included in various analysis tools but not limited to
Conversations / Discussions
Number that occur
Page views of content
Feeds subscribed to
Sentiment (positive / negative)
Attention level
Network group additions
Application interactions
Downloads
Pass-a-longs
Time spent
Level of use
Engagement
Geography coverage

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MEASUREMENT METRICS
Immense benefit of social media is the link building opportunity for our clients’ brands

HOW ARE BRANDS USING SOCIAL MEDIA
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MARKETING EXPERIEMENTS
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Marketing 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 Blog
Results: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.
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MySpace Case Study
Using the search tool on MySpace, you can get demographic information by ZIP code
22,000 people that used MySpace lived within 10 miles of his store
Sent out 20 friend requests each day
With the kids’ market fun logo made for quick grabs for profiles
Once a week I’ll send out a blurb announcing a bike special or telling people that new bikes have come in
In 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 profile
STEP UP 2
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A 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 them
156,000 MySpace fans

FORD
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SKITTLES
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STARBUCKS
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mystarbucksidea.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 implemented
To date, Starbucks has made approximately 50 changes: some include Splash Sticks and Gold Cards
Great discussions
Mystarbucksidea.com strives to be like a group discussion with the company and encourages discussion via new topics
Promotion
Ads and placards in stores that show this idea brought to you by community
New 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 music
Since it’s launch in March of 2008, Starbucks has had these results:
3 million unique visitors
60,000 ideas submitted
100,000s of comments
460,000 votes
2,500 moderator comments

ZAPPOS
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BURGER KING
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Rebuttal = angry-gram
BK’s FB application; free whopper when sacrificed a FB friend
233,906 sacrifices
Over 900 Blog posts captured with angry whopper

THE FUOR DIGITAL APPROACH
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FUOR DIGITAL APPROACH
Social Media Immersion (4 week process)
Implementation of site analytics will launch initial understanding for consumer interaction
Build insight of website activity
Visitor usage habits
Download activity
Current communication program
Website backlink evaluation
Learn current position in organic search rankings
Utilize various tools to measure and analyze current online discussion
Evaluation of current online discussion within the 200,000,000 online blogs, articles, news, etc.
Client brand knowledge as well as category learnings
Determine opportunity that exists
Within the category and other related categories
Evaluation of podcasts and video documentation within the category and establish if opportunity exists
Track audience / community sentiment (positive / negative)
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Social Media Program Development
Build program including any or all of the following tactics based on immersion results
Uncover 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 Management
Uncover positive and negative chatter that exists about brand & the brand’s products
Decide how to participate in replies, rebuttals, or offers to blogs written
Determine frequency per/week or month that Fuor will
Article / content / information release to key category news outlets
Build 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 displayed
Launch a brand blog to drive discussion around company selected content, areas of expertise
Recommended 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 consumers
Build a lead generation program on web site to fuel consumer database
Develop communication outlet with interested consumers
Launch a quarterly / monthly / weekly newsletter initiative that provides news worthy content
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Social Media Program Results / Reporting
Report monthly on program progress
Analyze and assess program results and work to determine continuous efforts
Social 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 traffic
Increased activity on site (if determined important)
Number of recipe downloads (if determined important)
Increase number of Backlinks
Number of posted discussions
Activity, sentiment, sources
Various community participation
Article coverage
Engagement metrics with profiles and developed applications
Pass-along data
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THANK YOU

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Social Media in the Digital Media Mix

by Fuor Digital on Aug 17, 2009

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Social Media in the Digital Media Mix — Presentation Transcript