Presentation done by Jon Keefe of KMP Digitata on the 16th and 17th September for InBlackandWhite's "Social Media and Buzz Monitoring" Seminar. inblackandwhite.tv

2. Why social media? Last December (2008), Dell claimed $1 million in sales that the company could directly attribute to their use of Twitter. Yesterday June 12th 2009, Dell said that the total value of sales attributable to their presence on Twitter – both refurbished equipment as well as new systems – has now exceeded $3 million. Reported by Neville Hobson

3. Social media vitals Participation and Engagement Conversation and dialogue online Posting and Commenting Feedback and voting Broadcasting and Sharing Applications and Platforms

4. Corporate vs personal motives Personal social media Customer Service Promotional Messages Community Shareholder Value Transparency Brand Rules Corporate social media Sharing information Reconnecting with friends Watching others Status management Etiquette Deliver business goals Fuel Individual Social Ego

6. Measuring: Monitoring, analyzing and tracking those conversations

8. Today! Yikes! Holy Cr*p! OMG! Wooaah!

9. the real time Social web Are you social media ready?

10. The Real-time (social) web In May 2009, Marshall Kirkpatrick of RWW identified three forms of value from the Real-Time Web: Ambiance Automation Emergence.

11. The Real-time social web Ambiance – exposing related and simultaneous events Automation - Beyond RSS, beyond Robin Good’s newsmastering so truly semantic Emergence – Trending topics, keywords or phrases

12. The Real-time social web Larry Page proclaimed that Google had to do a better job of being real-time. In June, Facebook announced "up-to-the-minute" search results . A new search interface allowing users to search for content from people, organizations, and other public figures as soon as they share it on Facebook.

13. The Real-time social web In April, FriendFeed focused much more on real-time updates. New advanced filters, made it a lot easier for users to create streams based on keywords, groups, sets of friends and more.

14. The Real-time social web In August Delicious was re-born as a real-time news tracker. All blogs on the WordPress.com platform and any WordPress.org blogs that opt-in will now make instant updates available to any RSS readers subscribed to a new feature called RSSCloud.

15. real time Social web trends Are you social media ready?

16. 4 trends in social media (There’s probably more than four, but you’ve gotta start somewhere!) The Power of Crowds Social Influence Marketing The Transmission Effect All media is social media Source BBAMV

17. Trend 1: The Power of Crowds Social Media has made it possible for large groups of widely dispersed people to express ideas, vote for an outcome, or simply give something a rating This collective intelligence has been coined ‘the power of crowds’, and the process of harnessing it (crowdsourcing) is on the rise Effective ‘crowdsourcing’ is where there is a collaboration between the crowd and the authority which is mutually beneficial to both parties It can create products / services we want Source BBAMV

18. Power of Crowds Walkers polled consumers to create the next big flavour Over 1.7 million did us a flavour… Over 1 million votes… Source BBAMV

19. Trend 2: Social Influence Marketing (SIM) SIM is marketing to the network of peers that may surround and be connected to an influencer a key topic It matters more than ever as consumers are losing faith in large institutions, and instead are turning to each other for advice – Peer influence We’re starting to see that loose ties (like your friendsters on Facebook) are equally as valuable as your strong ties (close friends) Different influencers will matter at different stages of the marketing funnel i.e. MoneySavingExpert influencers are likely to affect your consideration, whereas friends and family at point of purchase Source BBAMV

20. Ford found 100 digital influencers to receive a free Fiesta a year in advance Influencers share their experiences in online communities Conversations serve as a CRM tool for to make pre-launch tweaks Source BBAMV

21. Trend 3: The Transmission Effect The transmission effect is essentially the vast speed with which conversations and content spread everywhere like rapid fire beyond the reach of editorial controls, sites or institutions Twitter in particular has influenced the format for breaking news which is transmitted peer to peer almost instantaneously Brands must keep pace with consumers with a presence at every stage of the conversation With this in mind, brands should be developing their content for multiple platforms

22. EA games used the transmission effect to their advantage by responding quickly It’s not a glitch. He’s just that good. Over 3 million views on YouTube. Source BBAMV

23. Trend 4: All media is social media When people have the ability to share and converse in real time, everything becomes social Consider tweeting / blogging a poster, you can make it a point for conversation, and the poster becomes a social object All together now – every media is social media

24. Social web strategy Are you social media ready?

25. Social media strategy planning

26. 25 Listen to the important conversations Source: Flickr- Daystar297

28. Social media state of mind Implementing and managing social media campaigns requires a certain culture Locate and gather social media champions within your company Give customers a platform to engage with you Be good at listening to customers Accept criticism and respond openly Involve customers in your business Develop a shallow approvals workflow via easy to follow rules Develop rapid delivery processes

29. Tone Persona Phraseology Brand guidelines for content authors Brand is not just visual

31. Blogpost style and content

32. Conversational

33. Signposting links

34. Commenting

35. Conversational

36. Signposting links

37. Tagging in line with social media trends

38. Keyword strategy in line with SEO/SEM strategy

39. Link strategy

41. Social media Skills and Resource Implementing and managing social media campaigns requires access to Online optimised copywriting Blog posting and commenting Forum engagement Tweets Moderation Forums and 3rd party blog comments Image and media management Cropping etc Video editing Analytics Buzz monitoring Influencer analysis

42. Social media management An average Engagement Plan on a weekly basis might include:- Research and writing blog posts – 7 hours Commenting and posting on target influencers blogs and forums – 3.5 hours Direct contact with Influencers - 1 hour Forum moderation – 5 hours Facebook Group management – 1 hour Twitter management, managing & seeking followers and tweeting – 2 hours Managing social bookmark profiles e.g. delicious – 2hours Slideshare account management – 2 hours You Tube Channel management – 3 hours

43. When am I ready? Defined your goals and metrics for success Tuned in to ongoing relevant online dialogue You know your influencers profiles Identified communities with which to engage Have a set of messages to deliver

44. When am I ready? Internal technology hurdles are overcome Built delivery mechanisms Have access to skills and resource Defined rules for outreach and engagement Put in place analysis mechanisms

46. In August 2008, 14.5m people in the U.K. visited at least one blog, representing 41% of the total U.K. Internet audience.[Source: comScore, Oct 2008]

47. By 2013, an estimated 52% of Internet users will be regular social network visitors. [Source: eMarketer, February 2009]