Social Media Marketing 101 Jevan Woolley McCann Erickson

FIRST THINGS FIRST

Background (so who is this guy?) Graduated from the University of Utah in 2003 (BS in Computer Science, specializing in web application development) Consumer and creator of internet content since 1995 Worked in online marketing and commerce since 2003. Director of Interactive Strategy Social Media Specialist for McCann Worldgroup

Graduated from the University of Utah in 2003 (BS in Computer Science, specializing in web application development)

Consumer and creator of internet content since 1995

Worked in online marketing and commerce since 2003.

Director of Interactive Strategy

Social Media Specialist for McCann Worldgroup

Recent projects http://www.gmnext.com http://www.mightydog.com

http://www.gmnext.com

http://www.mightydog.com

Who am I talking to? How many know HTML? How many know CSS? How many know PHP or other programming languages? How many don’t know what any of those acronyms mean?

How many know HTML?

How many know CSS?

How many know PHP or other programming languages?

How many don’t know what any of those acronyms mean?

How do you participate? Blogs Tagging / Social Bookmarking Forums Photo sharing (flickr) Skype / IM Wikis Social Networks (Facebook / MySpace / LinkedIn) Second Life

Blogs

Tagging / Social Bookmarking

Forums

Photo sharing (flickr)

Skype / IM

Wikis

Social Networks (Facebook / MySpace / LinkedIn)

Second Life

Why am I here? Limited budget Limited visibility Tasked with finding more creative ways to use resources to communicate Improve skills as marketers

Limited budget

Limited visibility

Tasked with finding more creative ways to use resources to communicate

Improve skills as marketers

SOME DEFINITIONS

Web 2.0 Web 2.0 is a term describing changing trends in the use of World Wide Web technology and web design that aim to enhance creativity , information sharing , and collaboration among users. These concepts have led to the development and evolution of web-based communities and hosted services, such as social-networking sites , video sharing sites , wikis , blogs , and folksonomies . Note: this presentation is meant to be very Web 2.0. Raise a hand, yell, or throw something.

Web 2.0 is a term describing changing trends in the use of World Wide Web technology and web design that aim to enhance creativity , information sharing , and collaboration among users. These concepts have led to the development and evolution of web-based communities and hosted services, such as social-networking sites , video sharing sites , wikis , blogs , and folksonomies .

Note: this presentation is meant to be very Web 2.0. Raise a hand, yell, or throw something.

Web 2.0 (cont'd)

Social Media Social Media defines the online technologies and practices that people use to share opinions , insights , experiences , and perspectives with each other.

Social Media defines the online technologies and practices that people use to share opinions , insights , experiences , and perspectives with each other.

Social Media (cont'd)

Social Media Marketing (SMM) Utilizing social networking and user-generated content platforms to promote a product, service or content. Often involves creating and participating in a dialogue with the target audience, rather than forcing an advertisement upon them.

Utilizing social networking and user-generated content platforms to promote a product, service or content. Often involves creating and participating in a dialogue with the target audience, rather than forcing an advertisement upon them.

THE PAST, PRESENT, FUTURE OF INTERNET MARKETING

Web 1.0 (the Past) Incoming traffic via search engines, affiliate pages, banners, etc. Search ranking is most important characteristic for finding your site Search ranking driven primarily by site content

Incoming traffic via search engines, affiliate pages, banners, etc.

Search ranking is most important characteristic for finding your site

Search ranking driven primarily by site content

Web 2.0 (the Present) Search ranking driven by content but more importantly by link relevance Currently 15% of all internet traffic is going to and from social sites like Facebook, MySpace, twitter, etc.

Search ranking driven by content but more importantly by link relevance

Currently 15% of all internet traffic is going to and from social sites like Facebook, MySpace, twitter, etc.

Web 3.0 (the Future?)

A WORD OF WARNING (SQUARE PEGS DON’T LIKE ROUND HOLES)

When to use social media Often, the first questions are “how”, “when”, and “where”. “ We definitely need a blog/forum/wiki/UGC site…” “ There has to be a way for users to upload video/post comments…” “ We need a Facebook/MySpace page…” Reality is that companies need to first determine the “why” and the “what” before anything else. Forrester Research captured this concept in the POST method. The premise is that most companies go wrong upon entering the social world not by being “fake” or “not getting it”; instead, they jump in without knowing what their objectives are.

Often, the first questions are “how”, “when”, and “where”.

“ We definitely need a blog/forum/wiki/UGC site…”

“ There has to be a way for users to upload video/post comments…”

“ We need a Facebook/MySpace page…”

Reality is that companies need to first determine the “why” and the “what” before anything else.

Forrester Research captured this concept in the POST method. The premise is that most companies go wrong upon entering the social world not by being “fake” or “not getting it”; instead, they jump in without knowing what their objectives are.

P OST P is People. Don't start a social strategy until you know the capabilities of your audience. If you're targeting college students, use social networks. If you're reaching out business travelers, consider ratings and reviews. Forrester has great data to help with this, but you can make some estimates on your own. Just don't start without thinking about it. Source: Forrester Research, Dec-07

P is People. Don't start a social strategy until you know the capabilities of your audience. If you're targeting college students, use social networks. If you're reaching out business travelers, consider ratings and reviews. Forrester has great data to help with this, but you can make some estimates on your own. Just don't start without thinking about it.

P O ST O is objectives. Pick one. Are you starting an application to listen to your customers, or to talk with them? To support them, or to energize your best customers to evangelize others? Or are you trying to collaborate with them? Decide on your objective before you decide on a technology. Then figure out how you will measure it. Source: Forrester Research, Dec-07

O is objectives. Pick one. Are you starting an application to listen to your customers, or to talk with them? To support them, or to energize your best customers to evangelize others? Or are you trying to collaborate with them? Decide on your objective before you decide on a technology. Then figure out how you will measure it.

PO S T S is Strategy. Strategy here means figuring out what will be different after you're done. Do you want a closer, two-way relationship with your best customers? Do you want to get people talking about your products? Do you want a permanent focus group for testing product ideas and generating new ones? Imagine you succeed. How will things be different afterwards? Imagine the endpoint and you'll know where to begin. Source: Forrester Research, Dec-07

S is Strategy. Strategy here means figuring out what will be different after you're done. Do you want a closer, two-way relationship with your best customers? Do you want to get people talking about your products? Do you want a permanent focus group for testing product ideas and generating new ones? Imagine you succeed. How will things be different afterwards? Imagine the endpoint and you'll know where to begin.

POS T T is Technology. A community. A wiki. A blog or a hundred blogs. Once you know your people, objectives, and strategy, then you can decide with confidence. Source: Forrester Research, Dec-07

T is Technology. A community. A wiki. A blog or a hundred blogs. Once you know your people, objectives, and strategy, then you can decide with confidence.

HOW DO WE GET STARTED?

Depends on resources… Social media technologies are typically very inexpensive to implement Open source Low maintenance However, the tend to be much more resource-intense after implementation. Content content content!!! Moderation No such thing as “silver bullet” or “turn-key”

Social media technologies are typically very inexpensive to implement

Open source

Low maintenance

However, the tend to be much more resource-intense after implementation.

Content content content!!!

Moderation

No such thing as “silver bullet” or “turn-key”

… and the target audience. The question becomes, create a conversation or a destination.

The question becomes, create a conversation or a destination.

Defining level of engagement User Engagement Social (Highest Engagement) Adding friends Networking Creating community Collaborative (Medium Engagement) Rating Commenting Voting Sending to a friend Adoption (Low Engagement) Bookmarking Tagging Joining Group Content Creation (High Engagement) UGC (Uploads) Blogging Editing (wiki) Podcast

Social

(Highest Engagement)

Adding friends

Networking

Creating community

Collaborative

(Medium Engagement)

Rating

Commenting

Voting

Sending to a friend

Adoption

(Low Engagement)

Bookmarking

Tagging

Joining Group

Content Creation

(High Engagement)

UGC (Uploads)

Blogging

Editing (wiki)

Podcast

CASE STUDIES

Stop me if you've heard this. Overused but effective examples Either created communities or went to existing communities to participate.

Overused but effective examples

Either created communities or went to existing communities to participate.

Blendtec Situation: Blendtec has been providing blenders to coffee shops, juice bars, gyms and other business around the world since 1975. The company is well-known in that market and produces corporate videos for its customers on how to use its blenders. Problem: Despite its prominence commercially, Blendtec had made little headway as a consumer blender, according to George Wright, the company's VP of marketing. When he joined the company in 2006, he wanted to get the word out about the company's blender for use in the home. Solution: Mr. Wright found the answer when he discovered sawdust on the floor of Blendtec's office in the fall of 2006. He quickly learned that company founder Tom Dickson had been blending 2 x 4s to test the strength of the blenders. Mr. Wright grabbed $50, purchased some marbles, a rake, a McDonald's extra value meal, a rotisserie chicken and a 12-pack of coke.

Situation: Blendtec has been providing blenders to coffee shops, juice bars, gyms and other business around the world since 1975. The company is well-known in that market and produces corporate videos for its customers on how to use its blenders. Problem: Despite its prominence commercially, Blendtec had made little headway as a consumer blender, according to George Wright, the company's VP of marketing. When he joined the company in 2006, he wanted to get the word out about the company's blender for use in the home. Solution: Mr. Wright found the answer when he discovered sawdust on the floor of Blendtec's office in the fall of 2006. He quickly learned that company founder Tom Dickson had been blending 2 x 4s to test the strength of the blenders. Mr. Wright grabbed $50, purchased some marbles, a rake, a McDonald's extra value meal, a rotisserie chicken and a 12-pack of coke.

Blendtec Result: 70,000,000+ views of “Will It Blend” videos on Youtube, Revver, & Willitblend.com.

Result: 70,000,000+ views of “Will It Blend” videos on Youtube, Revver, & Willitblend.com.

A few others Dove’s “ Campaign for Real Beauty ” Burger King’s “ Subservient Chicken ” And, on the negative side: Dell Hell Kryptonite Bike locks

Dove’s “ Campaign for Real Beauty ”

Burger King’s “ Subservient Chicken ”

And, on the negative side:

Dell Hell

Kryptonite Bike locks

GMnext.com Situation: GM’s 100-year anniversary in September 2008. GM wanted a platform that would allow for a two-way dialogue with consumers about relevant issues, including fuel economy, reliability, green issues, alternative fuels, and design. Goal: Drive awareness about GM’s plans for the future and provide a platform wherein users could share their experiences and thoughts about the company. Solution: Develop an integrated platform using best-of-breed applications to foster a dialogue with current and potential customers & employees, along with the general public.

Situation: GM’s 100-year anniversary in September 2008. GM wanted a platform that would allow for a two-way dialogue with consumers about relevant issues, including fuel economy, reliability, green issues, alternative fuels, and design.

Goal: Drive awareness about GM’s plans for the future and provide a platform wherein users could share their experiences and thoughts about the company.

Solution: Develop an integrated platform using best-of-breed applications to foster a dialogue with current and potential customers & employees, along with the general public.

GMnext.com Result: Site launch in January 2008 700,000+ unique site visitors 2,500,000+ content views 3,300+ pieces of UGC (comments, articles, etc.)

Result: Site launch in January 2008

700,000+ unique site visitors

2,500,000+ content views

3,300+ pieces of UGC (comments, articles, etc.)

Mightydog.com Situation: Brand losing market share No media support since 2003 Digital communication platform not engaging Goal: Drive product trial and increase household penetration Solution: Develop a new web platform to provide opportunity to showcase brand personality and allow users to share their dogs mightiness

Situation: Brand losing market share

No media support since 2003

Digital communication platform not engaging

Goal: Drive product trial and increase household penetration

Solution: Develop a new web platform to provide opportunity to showcase brand personality and allow users to share their dogs mightiness

Mightydog.com Result: Site launch in July 2008 Traffic increase over previous site by over 200% Over 110 user-supplied stories with videos or photos

Result: Site launch in July 2008

Traffic increase over previous site by over 200%

Over 110 user-supplied stories with videos or photos

SO… WHAT ABOUT YOU?

Why should the Utah Department of Health jump in? Display thought leadership Increase content syndication More eyeballs = more people helped. Differentiation

Display thought leadership

Increase content syndication

More eyeballs = more people helped.

Differentiation

Current sites

Current sites

A POST exercise: Baby your Baby First, a refresher: P eople Who? Where? O bjectives Increased visibility? Thought leadership? Increased use of tools? S trategy A community of contributors? A community of consumers? Both? T echnology Blog Wiki Forum

First, a refresher:

P eople

Who?

Where?

O bjectives

Increased visibility?

Thought leadership?

Increased use of tools?

S trategy

A community of contributors?

A community of consumers?

Both?

T echnology

Blog

Wiki

Forum

Finding an existing community Search the usual suspects: Facebook Technorati When all else fails, Google!

Search the usual suspects:

Facebook

Technorati

When all else fails, Google!

QUESTIONS / DISCUSSION