Week 6 Tameka Kee Presentation
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Week 6 Tameka Kee Presentation Presentation Transcript

  • 1. Get the Most Out of Emerging Social Networks 
    • with Tameka Kee
    • Lead Analyst, Social Times Pro
  • 2. There’s more to Social Media Marketing than Facebook and Twitter
  • 3. Survey results
    • Around 40% of all respondents said location-based social networks like Foursquare can be “sketchy”
    • Nearly 75% of in-house social media strategists have discussed launching a Tumblr with senior management
    • 30% of independent PR consultants recommend that their clients use Quora
    • Less than 20% of all respondents said they understood how to use Kickstarter, Instagram and Plancast effectively
    • 9 out of 10 marketing consultants have used TripAdvisor and Yelp, and thus understand their value from a consumer perspective
    Survey completed 3/25/11 Sample size: 25
  • 4.
    • A local-mobile-social network: Usage is predominately by phone and tied to a physical location
    • 3 million check ins in 24-hours on Foursquare day 4/16
    • A variety of local and national brands, including Radio Shack, Starbucks, Walgreens, Barnes & Noble, H&M, American Express etc.
    • Over 8 million registered users
    • Average of 2 million check-ins per day
  • 5. RadioShack photo courtesy ClickZ iPhone app photo courtesy Michael Gray
  • 6.
    • Mostly for use if you have a physical location – few examples of “checking-in” to a brand that lives digitally
    • Make sure you give users something of real value in exchange for their Check-ins (a percentage off, a free item, etc.)
    • Create different rewards for first-time users vs. loyal, repeat visitors
    Best Practices
  • 7.
    • 67 million unique monthly visitors
    • 5.3 billion monthly page views
    • A visual blogging tool that lets brands serve as content-curators
    • Back-end makes it easy to transfer a domain and customize
    • More control than Facebook (you can design it however you see fit) and in a way that’s more wordy than Twitter
    • Users “follow” and “reblog” other posts – familiar behaviors from Twitter
  • 8.
    • Popular with media brands ( over 160 maintain Tumblr accounts) including the New York Times , the Washington Post , and the Today show
    • Retail brands like Kate Spade, Ann Taylor Loft and Moxsie
    • Unexpected companies like EMI (music), IBM and The Standard (hotelier)
  • 9. T on Tumblr http:// tmagazine.tumblr.com /
  • 10. T on Tumblr http:// tmagazine.tumblr.com /
  • 11. Moxsie Moxsie.tumblr.com
  • 12. Moxsie Moxsie.tumblr.com
  • 13. Moxsie Moxsie.tumblr.com
  • 14. Kate Spade katespadeny.tumblr.com
  • 15. The Standard (hotel) content.standardculture.com
  • 16. A Smarter Planet (IBM) smarterplanet.tumblr.com
  • 17.
    • Use lots of visuals, less text (the Tumblr community is particularly drawn to great design)
    • Content must continually be updated
    • Follow a variety of users (not just “influencers”) for more reach
    • Make sure your content stays “on topic” – this is for sharing and creation, not sales
    • Reblog and comment on others’ Tumbls
    Best Practices
  • 18.
    • An organized, trackable question & answer platform
    • Ideal use for thought-leadership (showcase your expertise)
    • Competitive analysis (understanding how people view your competitors)
    • Customer service (scanning through to see what problems people are asking about your brand)
    • Lead generation (seeing how your company/brand can answer a question)
    • 220,000+ questions have been asked
    • 400,000+ answers
  • 19.  
  • 20.  
  • 21.  
  • 22.
    • Observe the community first, understand how questions are asked and answered
    • Follow some questions and answers, vote up answers that you think are worthwhile
    • Check to see what kind of dialogue exists about your brand (is there an existing FAQ?)
    • Assign someone from your team to be the Quora “lead” (since brands can’t currently have a Quora profile)
    Best Practices
  • 23.
    • 2 million registered users
    • Nearly 300,000 photos uploaded daily
    • A tool for telling a brand’s story through pictures
    • Users take photos, then customize them through a variety of filters and share them (along with location data) easily online
    • Only accessible through the iOS (iPhone, iPod Touch or iPad)
    • Brands in action include Charity: Water, Brisk Iced Tea, NPR, Levi’s Brazil and Red Bull
  • 24. NPR on Instagram
    • Photos courtesy of Mashable’s Lauren Indvik
  • 25. Levi’s Brazil http:// instagram.heroku.com/users/levisbrasil
  • 26. Levi’s Brazil http:// instagram.heroku.com/users/levisbrasil
  • 27. Instagreat http:// instagre.at /
  • 28. Best Practices
    • Don’t just push out your own content; frequently comment and “Like” other users’ photos that support your brand objective
    • Cross-post your pictures to Twitter  and  Tumblr
    • Incorporate photos with your mobile deals and check-in options
    • Assign responsibility to a devoted Instagram “team” to monitor, upload and post comments
  • 29.
    • A public calendar focused on social event discovery
    • Lets users tell people where they are, where they’ll be and share it with friends on Facebook, Twitter, etc.
    • Applicable to a wide variety of events (tech/media conferences, health workshops, political/social rallies, parties, fundraisers, etc.)
    • Over 150,000 monthly users
    • Thousands of weekly/monthly events posted
  • 30.  
  • 31.  
  • 32.  
  • 33.
    • Cross-post your events to Facebook and Twitter
    • Make sure the location, date and time info is correct
    • Check to see if there are duplicate events posted and try to get users to consolidate
    • Assign someone from your team to own events postings (or use a company intranet to share all events)
    • Best Practices
  • 34.
    • Social giving with effective scale
    • A platform for people or groups seeking to fund creative projects (food trucks, filmmakers, app developers, etc.)
    • Project only gets funded if it reaches its entire fundraising goal
    • Kickstarter keeps 5% of the proceeds
    • Nearly 800,000 registered users
  • 35.  
  • 36.  
  • 37. http://www.kickstarter.com/projects/365367759/falling-theater?ref=spotlight
  • 38.
    • http://www.kickstarter.com/projects/365367759/falling-theater?ref=spotlight
  • 39. Best Practices
    • Need to strike a balance between offering donors content/information in exchange, and too many updates
    • Twitter works especially well as a Kickstarter referral platform
    • Game developer set out to raise $8000 in a month (he reached it in a single day)
    • http://money.cnn.com/2010/11/15/technology/kickstart_plotkin/index.htm
    • A competitive lock-picker raised over $87,000 for his efforts
    • http://www.kickstarter.com/projects/schuyler/lockpicks-by-open-locksport
  • 40.
    • Travel information ratings and reviews site
    • Blend of sponsored content (ads, editorial) and user-generated ratings, reviews and slideshows
    • Extremely diverse: 29 sites in 20 languages
    • A dedicated user base: 20 million registered members
    • More than 40 million monthly visitors
    • Over 45 million reviews and opinions
  • 41.  
  • 42. TripWow (on TripAdvisor)
  • 43. TripWow Slideshow (on TripAdvisor)
  • 44.
    • Best Practices
    • Showcase your business with great photos and slideshows
    • Respond to guest reviews (positive and negative)
    • Promote your business with free widgets, badges and don’t shy away from sponsored content
    • Understand that this is a dedicated travel community; reward them for their attention/participation with exclusive discounts and offers
    • Cross-promote your TripAdvisor content via other social platforms
  • 45.
    • Yelp has more than 50 million monthly visitors
    • More than 17 million reviews
  • 46.
    • Park Slope Eye (Brooklyn, NY)
    • http://www.yelp.com/biz/park-slope-eye-brooklyn-2
  • 47. Too aggressive or just right?
  • 48. Best Practices
    • Don’t try to post fake reviews. Ever.
    • Find the right balance between rapid and overly aggressive responses
    • Educate your customer-facing staff about what Yelp is (and why quality service matters)
    • Test a Yelp Deal if you can handle the traffic
  • 49. Questions?
  • 50. Thanks for joining us!