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  • 1. SOCIAL MEDIA
    Where it Fits in the Digital Media Mix
    17 August 2009
  • 2. 2
    WHAT IS SOCIAL MEDIA
    Introducing…
    the people formerly known as the AUDIENCE
  • 3. 3
    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
  • 4. 4
    SOCIAL MEDIA DEFINED
    Fuor Digital Definition
    Social Media defines any digital vehicle that allows people to customize, collect, connect and collaborate
    The Fuor C’s
  • 5. 5
    WHY ITS CRUCIAL TO ADD TO THE MIX
    57% of people online have joined a social network both personal or professional
  • 6. 6
    WHY ITS CRUCIAL TO ADD TO THE MIX
    100,000,000 videos have been posted
    65,000news videos/day
    83% have watched video clips
  • 7. 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
    7
    WHY ITS CRUCIAL TO ADD TO THE MIX
  • 8. 55% have uploaded & shared photos
    1.5 million residents in virtual worlds
    8
    WHY ITS CRUCIAL TO ADD TO THE MIX
  • 9. WHY ITS CRUCIAL TO ADD TO THE MIX
    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
    9
  • 10. 10
    SOCIAL MEDIA BREAKDOWN
    User
    Generated
    Content
    Customize
    Blogs
    Twitter
    Collaborate
    Social Networks
    Social News
    Collect
    Connect
  • 11. SOCIAL MEDIA BREAKDOWN
    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
    11
  • 12. SOCIAL MEDIA BREAKDOWN
    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
    12
    July 2008 Mark Zuckerberg introduced Facebook connect
  • 13. page 13
    SOCIAL MEDIA BREAKDOWN
    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.
  • 14. SOCIAL MEDIA BREAKDOWN
    News = Collects
    RSS
    Tagging
    Social Bookmarking
    Collective Wisdom
    Ratings Sites
    Wikipedia
    Social News
    14
  • 15. User Generated Content (UGC) = Customizes
    Blogs / Twitter
    Virtual Worlds / Avatars
    Photo Sharing
    Consumer Reviews
    SOCIAL MEDIA BREAKDOWN
    15
  • 16. Users Customize their online identities with…
    Networks
    Applications
    SOCIAL MEDIA BREAKDOWN
    16
  • 17. Users Customize their online identities with…
    Tagging Content
    Participating in Online Discussions
    Commenting
    SOCIAL MEDIA BREAKDOWN
    17
  • 18. Users Customize their online identities with…
    Widgets
    Photos…
    SOCIAL MEDIA BREAKDOWN
    18
  • 19. 19
    SOCIAL MEDIA DEFINED
    Its not a fad…
    It is a fundamental shift in the human means to communication
  • 20. 20
    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???
  • 21. 21
    SOCIAL 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 Manifesto
    Start by using tools to measure the noise
    and then…
  • 22. 22
    SOCIAL MEDIA PROCESS
    2. …Immerse into the conversation
  • 23. 23
    SOCIAL MEDIA PROCESS
    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
  • 24. 24
    SOCIAL MEDIA PROCESS
    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
    • 25. Find others like them in the network
    • 26. Can also target outside social networks themselves
    • 27. Also identify “Influencers” who connected AND share
  • 25
    SOCIAL MEDIA PROCESS
    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
  • 28. HOW DO WE MEASURE: TOOLS & METRICS
    26
  • 29. 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
    27
  • 30. MEASUREMENT TOOLS
    Companies that offer comprehensive social media monitoring tools subscription based
    Nielson Buzz Metrics
    Collective Intellect
    ScoutLabs
    28
  • 31. 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
    29
  • 32. 30
    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
  • 33. 31
    MEASUREMENT METRICS
    Immense benefit of social media is the link building opportunity for our clients’ brands
  • 34. HOW ARE BRANDS USING SOCIAL MEDIA
    32
  • 35. MARKETING EXPERIEMENTS
    33
    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
  • 36. ISLAND BICYCLE CO.
    34
    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
  • 37. 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
    35
    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
  • 38. FORD
    36
  • 39. SKITTLES
    37
  • 40. STARBUCKS
    38
    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
  • 41. ZAPPOS
    39
  • 42. BURGER KING
    40
    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
  • 43. THE FUOR DIGITAL APPROACH
    41
  • 44. 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)
    42
  • 45. FUOR DIGITAL APPROACH
    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
    43
  • 46. FUOR DIGITAL APPROACH
    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
    44
  • 47. THANK YOU