Integrated Social Media Campaigns Kami Watson Huyse, APR “ Integration ” by Certified Su, Flickr

The Evolution of Mass Communication

Social Media: Powerful tools + Easy to use = Everyone can create content

Powerful tools + Easy to use =

Everyone can create content

Social Anthropology

Listen (Research) Free tools: Technorati, Google Blogs, RSS feeds loaded into Google Reader, FeedDemon, etc. Paid Tools: Radian 6, DIY Dashboard and others

Free tools: Technorati, Google Blogs, RSS feeds loaded into Google Reader, FeedDemon, etc.

Paid Tools: Radian 6, DIY Dashboard and others

Participate (Planning) Join Comment Cross link Build relationships

Join

Comment

Cross link

Build relationships

Contribute (Implement) Content Values/Culture Experiences Resources

Content

Values/Culture

Experiences

Resources

“ This Target ad is senselessly subversive on so many levels that it begs pointing out this article in the U.K. Telegraph headlined, Girls Being Brainwashed to Be Promiscuous featuring Carol Platt Liebau’s new book about how our sex-obsessed culture damages girls.” Amy Jussel, Founder Executive Director, Shaping Youth

“ This Target ad is senselessly subversive on so many levels that it begs pointing out this article in the U.K. Telegraph headlined, Girls Being Brainwashed to Be Promiscuous featuring Carol Platt Liebau’s new book about how our sex-obsessed culture damages girls.”

Amy Jussel, Founder Executive Director, Shaping Youth

Off Target Target’s e-mail response: “ Unfortunately we are unable to respond to your inquiry because Target does not participate with nontraditional media outlets. This practice is in place to allow us to focus on publications that reach our core guest.”

Target’s e-mail response:

“ Unfortunately we are unable to respond to your inquiry because Target does not participate with nontraditional media outlets. This practice is in place to allow us to focus on publications that reach our core guest.”

Social Etiquette 1. Transparency 2. Privacy 3. Disclosure 4. Truthfulness 5. Credit David Scott Meerman, The New Rules of Marketing and PR

1. Transparency

2. Privacy

3. Disclosure

4. Truthfulness

5. Credit

GOAL POST

P eople Image by Samantha Campbell, Flickr

Communities Facebook Twitter LinkedIn Forums Ning BlogHer Specialized

Facebook

Twitter

LinkedIn

Forums

Ning

BlogHer

Specialized

Technographics Technographics, from Groundswell, http://tinyurl.com/2vv3dv

The Long Tail Chris Anderson, “The Long Tail”

The Short Tail of Influence Hugh McLeod

Finding Influentials AllTop Blogs Top Blog Lists Twitterholic Technorati Authority aideRSS Blogrolls Analyzing links

AllTop Blogs

Top Blog Lists

Twitterholic

Technorati Authority

aideRSS

Blogrolls

Analyzing links

O bjectives

S trategies

Common Strategies Thought leadership Find-ability Exclusive Access Provide Resources Entertain

Thought leadership

Find-ability

Exclusive Access

Provide Resources

Entertain

T actics Image by Brian Solis, http://tinyurl.com/6ex3fx, Flickr

The Blog

Social Outreach

NetSol Goals Address and improve Network Solutions negative online reputation Improving and building lasting relationships with the developer and design communities Better serve unhappy customers that choose to vent online with the goal of retaining them as customers when possible, and if not, leaving them with a positive impression Enhancing and develop the new Network Solutions brand in online communities

Address and improve Network Solutions negative online reputation

Improving and building lasting relationships with the developer and design communities

Better serve unhappy customers that choose to vent online with the goal of retaining them as customers when possible, and if not, leaving them with a positive impression

Enhancing and develop the new Network Solutions brand in online communities

NetSol People Web-savvy developers and designers who serve primarily small businesses

Web-savvy developers and designers who serve primarily small businesses

NetSol Objectives To reduce negative tone of comments and increase positive comments by more than 10 percent by the end of 2008

To reduce negative tone of comments and increase positive comments by more than 10 percent by the end of 2008

NetSol Strategies To listen and respond to customer complaints To reach out to critics of the company To contribute to the community with value-added services and resources

To listen and respond to customer complaints

To reach out to critics of the company

To contribute to the community with value-added services and resources

NetSol Tactics Solutions are Power : Network Solutions official blog Twitter : netsolcares team listens and responds to customers backed up by a customer service SWOT team. Ideas are Power: Allow customers to submit, vote and talk about their ideas. My Solution Spot : MySolutionSpot is a Facebook-like professional networking Web site. Facebook Solutions Stars Video Conference –October 29, 2008.

Solutions are Power : Network Solutions official blog

Twitter : netsolcares team listens and responds to customers backed up by a customer service SWOT team.

Ideas are Power: Allow customers to submit, vote and talk about their ideas.

My Solution Spot : MySolutionSpot is a Facebook-like professional networking Web site.

Facebook

Solutions Stars Video Conference –October 29, 2008.

NetSol Evaluation Since June 2008, there has been a 10 percent drop in negative comments and posts Since June 2008, there has been a 22 percent increase in positive mentions 32 influential web design and social media stars participated in the professional development video A advisory board of web designers and developers is currently being recruited

Since June 2008, there has been a 10 percent drop in negative comments and posts

Since June 2008, there has been a 22 percent increase in positive mentions

32 influential web design and social media stars participated in the professional development video

A advisory board of web designers and developers is currently being recruited

Other Common Tactics Viral video http://www.willitblend.com Specialized communities http://www.ning.com Advisory groups Ratings tools Existing communities The tie in The event

Viral video http://www.willitblend.com

Specialized communities http://www.ning.com

Advisory groups

Ratings tools

Existing communities

The tie in

The event

Tie In: Mentos and Diet Coke Photos by Robert Price and Gizmodo http://www.eepybird.com/dcm1.html

The Results “ Who would have guessed that Mentos sales would go up 15 to 20%, that traffic to Coke.com would double, and that we'd be doing Diet Coke & Mentos twenty-four hours a day, seven days a week! Now the friendly folks at Coke and Mentos provide us with the soda and candy for our new projects, which is great since we've been through almost 4,000 bottles of Diet Coke and over 24,000 Mentos so far.” – Eppy Bird

“ Who would have guessed that Mentos sales would go up 15 to 20%, that traffic to Coke.com would double, and that we'd be doing Diet Coke & Mentos twenty-four hours a day, seven days a week! Now the friendly folks at Coke and Mentos provide us with the soda and candy for our new projects, which is great since we've been through almost 4,000 bottles of Diet Coke and over 24,000 Mentos so far.” – Eppy Bird

Tactical Ethics Astroturfing Misrepresentation Intellectual Property

Astroturfing

Misrepresentation

Intellectual Property

The Post-It Note Prank

The 3M Copycat Photos by Scott Abelman http://www.youtube.com/watch?v=UNkdbh_uiRU

It Might Be Legal, But… “ Oh my, it doesn't die. Links to some sites discussing 3M's marketing misstep…Now as a marketer, I'm sort of feeling sorry for those guys. Lesson learned. Don't mess with social media unless you know what you're doing. ” – Scott Abelman VG (Norway) Noticias Automotivas (Brasil) Pocacola (Italy) Hans-Wurst (Germany) binte (Germany) Deu Vos Guard (Spain) Outono (Spain) La Gatera Digital (Spain) Think Wasabi (Spain) Caradisiac (France) Le Blog Auto (France) Gigazine (Japan) 秋元 ( Japan) Metrashka (Singapore) SPBCar (Russia) Kadriks (Sweden) Londonist (England) Veloce Automotive News (England) Info Overload (Scotland) Damien Mulley (Ireland) A Welsh View (Wales) TBIT (Canada) AJQKW (Chinese) Autoblog (Chinese) Limk (Turkey) Jaggle (Netherlands) ExoticsOnRoad (Netherlands) VK Mag (Netherlands) Autoblog (Netherlands) Yahoo! Pick of the Day Dave Barry’s Blog Digg Home Page Autoblog BoingBoing Minneapolis Star Tribune Free Thought Forum Her Media Conversation Agent (a good read!) and more... Drivers Drive Good Magazine EBaumsWorld Eponymous NeatORama Daily Buzzer UneasySilence The Blog Dark Roasted Blend Dream Chaser The Car Showroom Beyond Cars Gangstas & Hugs Skoopy Clipmarks StumbleUpon Public Forum My Single Mom Life Euro RSCG 4D About Miche Elkit in Wonderland Boboroshi Tweedler Tihea The Daily Drip Eszter's Tony Rocha Post-it Notes Rock Blog David Thompson The Finer Things Vault The Cash Box Inspire: Unexpectedly Bart! : FlickrCentral Flickr Top-V Admin's Blog Flickr Blog Between 0 and 1 All About Content: 3M Carjacks The Post-it Note Jaguar Popular Photography The Consumerist MicroExplosion Media AdRants The Worst SEO Blog Ever Can someone please explain...? Autoblog (again) A Photo Editor What's Next Blog Aper(cul)ture AutoENews UK Dorkaliciou5 Ogilvy PR molt:n core Social Media Revolution The New Marketing Wheels Weekly WOMMA WebInkNow

The Event

Objectives Launch of roller coaster/water ride, Journey to Atlantis Build relationships with the online coaster community Build awareness for the early opening of Journey to Atlantis Drive visitation to SeaWorld San Antonio by pass holders to try Journey to Atlantis

Launch of roller coaster/water ride, Journey to Atlantis

Build relationships with the online coaster community

Build awareness for the early opening of Journey to Atlantis

Drive visitation to SeaWorld San Antonio by pass holders to try Journey to Atlantis

JTA Strategies Provide information Make assests available to coaster enthusiasts Build long-term relationships with coaster enthusiast influentials

Provide information

Make assests available to coaster enthusiasts

Build long-term relationships with coaster enthusiast influentials

JTA Tactics Launch a purpose-built, multi-media web site to highlight the coaster Outreach through Flickr, YouTube and Veoh to provide assets to coaster enthusiasts Build relationships with a short list of coaster enthusiasts with influential web sites, blogs, podcasts and videocasts Invite the American Coaster Enthusiasts to be VIP partners in opening the ride

Launch a purpose-built, multi-media web site to highlight the coaster

Outreach through Flickr, YouTube and Veoh to provide assets to coaster enthusiasts

Build relationships with a short list of coaster enthusiasts with influential web sites, blogs, podcasts and videocasts

Invite the American Coaster Enthusiasts to be VIP partners in opening the ride

Triad of Measurement (Evaluation)

JTA Results: Interest The Website received 78,264 visits and 170,644 page views from May through August 2007. The YouTube videos have received 165,335 to date with the favorite being the virtual ride video with 74,748 views to date. Flickr photos have been viewed 102,101 times to date. Of the initial 22 sites identified, 12 covered the ride, including, which was a high-value since its reach was target audience Theme Park Insider . The campaign received 50 links from unique Web sites, 30 of which were from coaster enthusiast sites.

The Website received 78,264 visits and 170,644 page views from May through August 2007.

The YouTube videos have received 165,335 to date with the favorite being the virtual ride video with 74,748 views to date.

Flickr photos have been viewed 102,101 times to date.

Of the initial 22 sites identified, 12 covered the ride, including, which was a high-value since its reach was target audience Theme Park Insider .

The campaign received 50 links from unique Web sites, 30 of which were from coaster enthusiast sites.

JTA Results: Attitudes The coverage was largely positive in tone, with some expected negativity about ride intensity The American Coaster Enthusiasts group brought 30 of its members to ride Journey to Atlantis on media day. These riders later left positive comments on YouTube videos ACE invited SeaWorld San Antonio to attend its annual meeting in 2008 Robert Niles, Theme Park Insider

The coverage was largely positive in tone, with some expected negativity about ride intensity

The American Coaster Enthusiasts group brought 30 of its members to ride Journey to Atlantis on media day.

These riders later left positive comments on YouTube videos

ACE invited SeaWorld San Antonio to attend its annual meeting in 2008

Robert Niles, Theme Park Insider

JTA Results: Actions In guest exit surveys, more said they were made aware of the new coaster from the Internet than from television. With a budget of $44,000, the overall cost per impression for the social media campaign was $0.22 versus $1.00 for television. Using the survey to determine who came to ride Journey to Atlantis and also heard about it on the Internet, it was estimated that the visitors who were impacted by the project represented over $2.6 million in revenue. Link to Full Case Study: http://tinyurl.com/JTAROI

In guest exit surveys, more said they were made aware of the new coaster from the Internet than from television.

With a budget of $44,000, the overall cost per impression for the social media campaign was $0.22 versus $1.00 for television.

Using the survey to determine who came to ride Journey to Atlantis and also heard about it on the Internet, it was estimated that the visitors who were impacted by the project represented over $2.6 million in revenue.

Super Six Steps to Measurement Set your objectives Define your stakeholders Determine which metrics to use Benchmark against yourself over time or your competition Pick your measurement tool/technology Analyze the results and start over by Katie Paine

Set your objectives

Define your stakeholders

Determine which metrics to use

Benchmark against yourself over time or your competition

Pick your measurement tool/technology

Analyze the results and start over

by Katie Paine

Free Measurement Tools Technorati (number of links, “authority”) Del.icio.us (quality and type of coverage) Google Analytics (site statistics) Veoh (video views on all platforms) Flickr (photo views) Feedburner (subscribers) Google Blog Search (Poor man’s clipping service) Yahoo Pipes (manage RSS) Compete , Alexa (traffic) Quantcast (ratings and demographics)

Technorati (number of links, “authority”)

Del.icio.us (quality and type of coverage)

Google Analytics (site statistics)

Veoh (video views on all platforms)

Flickr (photo views)

Feedburner (subscribers)

Google Blog Search (Poor man’s clipping service)

Yahoo Pipes (manage RSS)

Compete , Alexa (traffic)

Quantcast (ratings and demographics)

Paid Measurement Tools The DIY Dashboard ( link ) Radian6 ( link ) BuzzLogic ( link ) Jeremiah’s List ( link )

The DIY Dashboard ( link )

Radian6 ( link )

BuzzLogic ( link )

Jeremiah’s List ( link )

More Measurement Resources Kami’s Measurement Tag Jeremiah’s list of monitoring tools Free and Low-Cost Ways to Measure Book: Measuring Public Relationships , Katie Paine Calculating the ROI of Blogging , Charlene Li Constantin Basturea’s ROI tag Jeremiah Owyang’s Social Media Tag Trinity of Analytics , Avinash Kaushik Institute for Public Relations , Measurement

Kami’s Measurement Tag

Jeremiah’s list of monitoring tools

Free and Low-Cost Ways to Measure

Book: Measuring Public Relationships , Katie Paine

Calculating the ROI of Blogging , Charlene Li

Constantin Basturea’s ROI tag

Jeremiah Owyang’s Social Media Tag

Trinity of Analytics , Avinash Kaushik

Institute for Public Relations , Measurement

Resources http://del.icio.us/kamichat/PRSA08

http://del.icio.us/kamichat/PRSA08

Kami Watson Huyse, APR Phone: (713) 568-5750 E-mail: [email_address] Blog: Communication Overtones Web site: www.myprpro.com

Kami Watson Huyse, APR

Phone: (713) 568-5750

E-mail: [email_address]

Blog: Communication Overtones

Web site: www.myprpro.com