Social Media Roadmap

Finding the Audience
Radian6: identifies keywords, conversations and influencers

•College Students
...
Mindtouch        Wordpress         Blogpulse                  Shyftr               Twitter
                  Tumblr       ...
Mypunchbowl      Tweetmeme           LiveVideo

Pingg            Twitpic             LiveLeak

Purpletrail      Twinfluenc...
Check Availability:

•Knowem.com, usernamecheck.com, namechk.com

oRelevant to your brand or campaign and easy to remember...
oProvide feedback and interaction with customers

oListen to conversations and sentiment to help customers

Support Top Co...
CUT



Frame 3:   WIPE:   ONE ACTOR IS ON THE SCREEN WITH THE BOOKS FROM FRAME 2

                   FALLING INTO HIS BACK...
hundred and fifty dollars, that’s nine hundred dollars a year, or

                   three thousand six hundred dollars o...
V.O.:   The Kindle Book’s sleek design will be easy on your back, and the

                   wireless textbooks you can d...
TV Script 2:
                          Kindle Book TV Script



                     Library Study Group - 30 Seconds




...
Frame 4:   MS:          KINDLE USERS LOOK UP AT THE TEXTBOOK USER WITH IRRITATED

                        AND FRUSTRATED G...
V.O.:   Don’t get left behind, join the Kindle Movement. For more

        information visit amazon.com/kindle.




      ...
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Kindle Social Media Map

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Kindle Social Media Map

  1. 1. Social Media Roadmap Finding the Audience Radian6: identifies keywords, conversations and influencers •College Students •Platform Reach: Outlets and Platforms Social Comment and Crowdsourced Wiki Pictures Bookmarking Reputation Content SocialText Flickr Diigo Disqus Wikipedia Wikia Smugmug Evernote Cocomment Newswine Wetpaint Photobucket Magnolia IntenseDebate Digg Pbwiki Zooott Mister Wong Backtype Mahalo Picasa Delicious Tangler Mixx Shutterfly StumbleUpon Sezwho YahooBuzz Webshots Simpy HaloScan Reddit Snapfish Blinklist SiteMeter NowPublic Fotki Spurl Photoworks Blog Blog Collaboration Platforms Blogs/Conversations Communities Micromedia 37Signals Blogger Backtype Xanga Yammer Zoho Typepad Tangler Vox Yonkly Google MovableType Google Blogcatalog Utterli
  2. 2. Mindtouch Wordpress Blogpulse Shyftr Twitter Tumblr Trackur Tangler Presently Technorati Bloglines Communote Buzzlogic Blogscom Identica Brandseye Blogged OpenMicroBlogger Radian6 12Seconds Jaiku SMS/ Social Interest and Curated Lifestreams Voice Forums Networks Networks Swurl Jott Disboards Orkut Ryze Facebook Loopt MahaloAnswers Friendster Kaboodle Socialthang! Kwiry Lefora Myspace LinkedIn Friendfeed Ping.fm Bigboards Hi5 Ning Lifestream Pinger Yahoo Facebook Fliggo Life2 Google PerfSpot Plaxo Ping Boardreader Magnify Strands Boardtracker Crowdvine Pheedo News and Customer Documents/ Ratings Location Video Service Content TripAdvisor FireEagle Youtube CrowdSound Docstoc CitySearch BrightKite Metacafe Uservoice Scribd Epinions TripIt Vimeo SuggestionBox Wordie Amazon.com Blip.tv Slideshare Yelp Viddler Empressr Revver Social Interactive Music Search Search Alerts Seeqpod SocialMention Flitrbox GoogleAlerts Odeo Serph FlitrRank Alertthingy iLike Keotag Twhirl MusicFinder Feedalizr LastFM 8Hands Imeem Plurk Pandora Events Twitter Ecosystem Livecasting Video and Audio Upcoming Twellow Justin.tv Floobs Zvents TweetLater Kyte MogulUS MadeIt Qwitter Qik Operator11 Acteva Tweetscan Ustream YouCams Socializr Twubble FreedoCast BlipTV Evite Twemes Blogtv
  3. 3. Mypunchbowl Tweetmeme LiveVideo Pingg Twitpic LiveLeak Purpletrail Twinfluence TokBox TweetPro Camstreams Twitxr StickAM Twilert FlizWagon TweetBeep ComVu Collaboration Tools •Zoho, SocialWok Brand Surveillance Measuring ROI •Metric Tools: oGoogle Analytics, Omniture, Tweetmeme Analytics, PostRank analytics, Hootsuite, BlogPulse, Google Alerts •Sentiment Analysis: oViral Heat, Twendz, Tweet Feel, Crimson Hexagon, Sentiment Metrics, Social Mention •Monitoring Services: oRadian6, Techrigy SM2, TNS Cymphony, Biz360, BuzzLogic, ScoutLabs, Trackur, Logdy •All Inclusive Brand Surveillence: oVirtue SRM, ContextantOptional, Salesforce Social Media Brand Username
  4. 4. Check Availability: •Knowem.com, usernamecheck.com, namechk.com oRelevant to your brand or campaign and easy to remember. Creates a uniform address for future indexing, tagging and cross-channel outlets. Consider which variation of you brand name has the most search frequency every month (Google Keyword Tool) Kindle ebook, reader, ereader, download, online, library SEO, SEM and Social Bookmarking •SiteVolume, Socialmeter, BeanStalk, SEO Inc., Inteliture Social Media Objectives Directly influence discovery of Amazon Kindle social communities, support, and build brand awareness. To raise awareness of lower college textbook price alternatives through the Amazon Kindle device. Hosting InMotion, ThePlanet, SingleHop Strategy Focus on multimedia usage Integrate Offline and Online Advertising: oInclude Facebook name, Twitter name, Blog URL in offline ads. This also builds consumer engagement into a business that is focused online Leverage Platforms: oTailor message and strategy to each particular social media platform Create Contests and Exclusive Discounts: oEncourage user sharing, connecting and user-driven content NetFirms.com Facilitate Conversations between Individuals: oHire Customer Service and Promotion Representatives
  5. 5. oProvide feedback and interaction with customers oListen to conversations and sentiment to help customers Support Top Contributors: oGive free products and services TV Script 1: Kindle Book TV Script Textbooks - 30 Seconds Frame 1: WIPE: ONE TEXTBOOK IS PULLED ONTO THE SCREEN. V.O.: Did you know that the average weight of ONE college textbook is 3.5 pounds? Ok well that doesn’t sound so bad. CUT Frame 2: TILT: THE TEXTBOOK FROM FRAME 1 IS LAYED DOWN AND WHILE THE V.O. IS TALKING MORE AND MORE TEXTBOOKS BEGIN PILING UP ON TOP OF THE FIRST ONE. V.O. But, the average number of textbooks bought per semester is five, that’s forty textbooks you have to buy (but probably won’t read) before you can even think about graduating!
  6. 6. CUT Frame 3: WIPE: ONE ACTOR IS ON THE SCREEN WITH THE BOOKS FROM FRAME 2 FALLING INTO HIS BACKPACK. ONCE IT IS FULL THE BOOKS KEEP FALLING AND KNOCK THE ACTOR OVER ONTO THE GROUND BECAUSE THE BOOKS ARE OVERWHELMINGLY HEAVY. MS: ONCE THE BACKPACK BEGINS FILLING UP THE BOOKS KEEP FALLING AND KNOCK THE ACTOR OVER ONTO THE GROUND BECAUSE THE BOOKS ARE OVERWHELMINGLY HEAVY. THE WEIGHT OF EACH BOOK THAT FALLS IS ADDED UP ON A COUNTER ENDING WITH 140 POUNDS. V.O. Ok so that doesn’t sound so bad either, but think about it, that’s eighteen pounds your lugging around to class every day! That’s one hundred and forty pounds of paper by the time your finished (well that can’t be good for your back!) CUT Frame 4: WIPE: A WALLET APPEARS ON THE SCREEN FULL OF 20 DOLLAR BILLS. AS V.O. IS TALKING THE MONEY IS GETTING TRANSFERRED FROM THE WALLET AND TURNING INTO BOOKS. ONCE V.O. IS DONE TALKING THERE IS A CHA-CHING REGISTER NOISE. V.O. And if that’s not enough to get you thinking this sure will, the average amount of money spent on textbooks each semester is four
  7. 7. hundred and fifty dollars, that’s nine hundred dollars a year, or three thousand six hundred dollars over the course of your college career! Now that’s a lot of beer and pizza money! CUT Frame 5: WIPE: HAND PULLS THE KINDLE ONTO THE SCREEN. CU: THE SCREEN OF THE KINDLE WILL HAVE THE COVER OF A COMMON TEXTBOOK ON IT. V.O.: That’s why were introducing you to the Kindle Book. CUT Frame 6: CU: THE HAND THAT PULLED THE KINDLE ON THE SCREEN STARTS FLIPPING THROUGH THR PAGES ON THE KINDLE. V.O.: The Kindle Book technology takes learning to a whole new level with its wireless 3G coverage, no annual contracts, its long battery life, and special features like read to me. CUT Frame 7: CU: THE HAND BEGINS HIGHLIGHTING THINGS ON THE KINDLE SCREEN
  8. 8. V.O.: The Kindle Book’s sleek design will be easy on your back, and the wireless textbooks you can download in under sixty seconds will be light on your wallet. CUT Frame 8: MS: KINDLE BOOK STANDS ALONE ON A BLACK BACKGROUND. V.O.: College is for learning, so make the educated decision, join the Kindle Movement. -END-
  9. 9. TV Script 2: Kindle Book TV Script Library Study Group - 30 Seconds Frame 1: MS: 6 COLLEGE STUDENTS SITTING AT A TABLE IN THE LIBRARY STUDYING IN SILENCE FOR AN EXAM. CU: TEXTBOOK USER LOUDLY PLACING HIS BOOK ON THE TABLE AND NOISELY TURNING THE PAGES OF HIS TEXTBOOK. CUT Frame 2: MS: KINDLE USERS LOOK UP FROM THEIR KINDLES AT THE TEXTBOOK USER DISTRACTED FROM THE NOISE OF THE PAGES TURNING. THEY GO BACK TO READING THEIR KINDLES. CUT Frame 3: CU: TEXTBOOK USER REACHES TO THE GROUND FOR HIS BACKPACK LOUDLY RUMAGING IN IT TRYING TO FIND A HIGHLIGHTER. ONCE HE FINDS IT HE LOUDLY DROPS HIS BACKPACK BACK ON THE FLOOR. CUT
  10. 10. Frame 4: MS: KINDLE USERS LOOK UP AT THE TEXTBOOK USER WITH IRRITATED AND FRUSTRATED GLANCES. CUT Frame 5: CU: TEXTBOOK USER BEGINS HIGHLIGHTING TEXT IN THE BOOK, A SQUEAKING NOISE COMES FROM HIGHLIGHTER. PAN RIGHT: KINDLE USERS LOOK UP AT TEXTBOOK USER THEN AT EACH OTHER WITH ANNOYED EXPRESSIONS. CUT Frame 6: MS: TEXTBOOK USER SNAPS SHUT HIS HIGHLIGHTER NOISILY AND LOOKS UP AT HIS FELLOW STUDY GROUP PARTNERS UNAWARE THAT THEY ARE EXTREMELY ANNOYED WITH HIM. CUT Frame 7: MS: AGGRAVATED, ALL 5 KINDLE USERS GET UP WITH THEIR KINDLES AND LEAVE THE ROOM LEAVING THE TEXTBOOK USER ALONE SITTING AT THE TABLE. CUT Frame 8: WIPE: KINDLE GETS PULLED ON THE SCREEN BY A HAND.
  11. 11. V.O.: Don’t get left behind, join the Kindle Movement. For more information visit amazon.com/kindle. -END-

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