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Social Media for Startups - Northwest Entrepreneur Network - social3i Consulting


Northwest Entrepreneur Network's "Social Media for Startups" eIQ session, hosted by social3i Consulting. www.social3i.com.

Northwest Entrepreneur Network's "Social Media for Startups" eIQ session, hosted by social3i Consulting. www.social3i.com.

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  • 1. Social Media for Startups
    November 3, 2010
    Presented by:
    Andy Boyer and the social3i team
  • 2. Copyright Note
    The material used in this deck is a combination of content originally created and developed by social3i Principals, as well as content sourced by researching social media in major search engines and content sharing sites.
    Hopefully all charts and graphs in the deck attribute the work to the original owner, along with a link to where the content was sourced. However, due to the widespread sharing of this deck, it is possible that some information is not accurately attributed. We apologize for any errors, and are not making any claims that all of the data in this presentation is the original work of social3i Consulting.
    If you feel your work has been unfairly distributed or represented in this presentation, please contact andy@social3i.com
  • 3. About Us
    • social3i is a small but nimble marketing services consultancy
    • 4. We provide Large-scale brand analysis, audience research and social marketing programs for major global brands and mid-sized companies.
    • 5. Background with RealNetworks, Publicis, Microsoft, Photoworks, venture-backed startups, non-profits, and minor league baseball.
    • 6. Join us:
    • 7. www.Social3i.com
    • 8. Twitter: @social3i
    • 9. Social3i.blogspot.com
  • Today’s Agenda
    • The Basics:
    • 10. Key terms, the players, and success stories
    • 11. Best Practices:
    • 12. How companies are building and managing their reputation through social networking sites
    • 13. Content Development:
    • 14. The role of blogs (your own and outsiders’), Facebook and Twitter in spreading news about your organization
    • 15. Why and how to put together your own audio/video content and build an audience for it
    • 16. Measuring Success:
    • 17. Tools for determining if the programs are working
  • Section 1: Basics
    The Social Marketing Imperative
    (Aka… Why are we doing this?)
  • 18. The Social Web is influencing customer decisions
    Data: Nielsen Research / Comscore Media Metrix 2009
  • 19. Marketing Budgets are Integrating Social
  • 20. The Mainstream Has Adopted Twitter
  • 21. News at the Speed of Social Media
    3:26 pm photo was posted to Janis Krum’s (@jkrums) twitter profile
    New York Times broke the news at 3:48 pm and didn’t post to the frontpage until 4:00 pm
    Page 9
  • 22. Consumers want to say hi
    13,000,000+ Fans!
  • 23. Content moves from Social to mainstream
  • 24. Content moves from Social to mainstream
  • 25. Content moves from Social to mainstream
  • 26. You can mine social for cultural memes
  • 27. You can mine social for cultural memes
  • 28. What Can Happen if You Don’t Have a Social Presence…
  • 29. The Face of the New Internet is Social
  • 30. The Social Media Heavyhitters
  • 31. The Social Media Heavyhitters
  • 32. Section 2: Best Practices
    Part 1: Building a Foundation
  • 33. Basic Logos We Need to Know
  • 34.
  • 35. Segmenting the Channels(The Brian Solis Flower)
  • 36. Choose where to focus efforts
    Your Startup
  • 37. Social Spans Across the Company
    Marketing Best Practice:
    Understand what is being said about your brand, leverage data to improve traditional marketing efforts
    Sales Best Practice:
    Understand where to find more leads, and who influences your core audiences
    Research Best Practice:
    Crowdsource ideas faster and fill out missing pieces of data from traditional research
    Customer Service Best Practice:
    Understand what issues customers are having, and where those customers are going for solutions.
  • 38. Building a Presence is a Process
    Melding social into your overall marketing program
    Enagaging with fans, followers, press, analysts and critics
    Basic benchmarking, auditing and listening to conversation about your brand, customers & products
    Develop marketing and business plans without benefit of any data or insights generated on the social web about you or competitors
  • 39. Section 2: Best Practices
    Part 2: Case Studies - From Theory to Practice
  • 40. Resources for the eIQ:
  • 41. Benchmark: Starbucks Integrated Social Campaign
  • 42. Benchmark: Starbucks Integrated Social Campaign
  • 43. Benchmark: Starbucks Integrated Social Campaign
  • 44. Small Bsiness Integrated Social Campaign - TeatroZinzanni
  • 45. Opportunity: Customer Support
  • 46. Opportunity: Customer Support
  • 47. Opportunity: Customer Support
  • 48. Opportunity: Product Development
  • 49. Opportunity: Promotion - Coca-Cola Happiness Machine
  • 50. Opportunity: Advertising and Promotion
  • 51. Opportunity: Advertising and Promotion
  • 52. Small Business Awareness – Common Craft
  • 53. Startup Promotion: Naked Pizza
  • 54. Case Study – Naked Pizza
    • Naked Pizza a New Orleans pizza takeout and delivery restaurant with a mission to make an unhealthy and popular fast food healthier, more nutritious, and better tasting!
    • 55. Naked Pizza has annually revenues of over 1 Million and has a significant twitter presence
    • 56. The CEO posts up to 15 times a day and said his company is now posting as well and primarily using Twitter to market to an area with a 3 mile radius of their stores.
  • 57. Small Business Awareness - Blendtec:
  • 58. Small Business Awareness – Blendtec:
    Channel Views: 5,647,785
    Total Upload Views: 138,247,121
    Joined: October 30, 2006
    #33 - Most Subscribed (All Time) - Directors#64 - Most Viewed (All Time) - Directors
    Page 44
  • 59. BaconSalt’s Integrated Campaign
    Page 45
  • 60. Oh, and Don’t Forget the Taco Trucks….
  • 61. Local Business Retention - The Met Grill
  • 62. Local – The Met Grill
  • 63. Foursquare Tutorial
    Copyright Flair Media on Slideshare:
  • 64. Section 3:
    Content Development /
    Integrating Social Into Your Marketing Plan
  • 65. Before You Get Started – Know WOMMA’s Rules
    It’s all about the Honesty ROI. Ethical word of mouth marketers always strive for transparency and honesty in all communications with consumers, with advocates, and with those people who advocates speak to on behalf of a product.* Honesty of Relationship – you say who you’re speaking for* Honesty of Opinion – you say what you truly believe; you never shill* Honesty of Identity – you say who you are; you never falsify your identity
  • 66. Why you need to be honest…
  • 67. Our Social Media Checklist(One Blueprint, not necessarily the DEFINITIVE Blueprint)
    Define Goals and Targets.
    Start listening to the conversations
    Determine your budget – time and money.
    Evaluate internal staffing options.
    Evaluate your available content.
    Choose your social brand. / Decide upon an identity.
    Set up a dedicated email address
    Lock down your urls and hide pages.
    Build an editorial calendar.
    Keep pages hidden and load content into the channels.
    Go live.
    Engage. Engage. Engage.
  • 68. 1. Defining Goals
    • What are we trying to do?
    • 69. Who do we want to reach?
    • 70. How do we grade whether we’re being successful?
  • 2. Start Listening
    • Where are our customers hanging out?
    • 71. What are they saying?
    • 72. What information do they need?
    • 73. How can we be helpful?
    • 74. Can I afford to spend $10-100/mo to get all this data?
    • 75. Viralheat.com
  • 3. Budget and Time Allocation
  • 76. 4. What are my staffing options?
  • 77. 5. Evaluate your available content
  • 78. Note: Develop Internal Best Practices Documents
    Example: Best Practices for Company Blogging
    Tip #1. Recruit multiple bloggers
    Effective blogs are updated frequently. But many small marketing teams struggle to find the time to continually feed the beast. Having multiple contributors ensures your blog will be a compilation of multiple viewpoints and relevant expertise that attracts a variety of readers. Tip Tip #2. Enforce regular posting
    Maintaining a consistent schedule is essential to a successful blogging strategy. Get the CEO on board.
    Tip #3. Share metrics and reward success
    Run internal contests to single out the blogger whose post was shared the most. Shares the metrics from the team’s blogging and social efforts to show the rest of the company how important their contributions are.
    Source: Marketing Sherpa
  • 79. Note: Decide What will you share with the communityEloqua on Slideshare.net
    Page 60
  • 80. Note: Understand content cycles
    • A video on YouTube gets 50% of its views in the first 6 days it is on the site, according to data from analytics firm TubeMogul.
    • 81. After 20 days, a YouTube video has had 75% of its total views.
    • 82. That's a really short life span for YouTube videos, and it's probably getting shorter. In 2008, it took 14 days for a video to get 50% of its views and 44 days to get 75% of its views
  • 83. 9. Build Editorial Calendar
  • 84. Supporting Tools for Execution
  • 85. Facebook Apps - Involver
  • 86. Facebook Apps - North Social
  • 87. Blogging
  • 88. Twitter Tools – CoTweet
  • 89. Twitter Tools – TweetDeck (Also Hootsuite, Seesmic)
  • 90. Url Shorteners – Bit.ly (Goo.gl , ow.ly , etc…)
  • 91. Listening and Discovery Toolwww.Paper.li
  • 92. Tube Mogul
    • Allows one upload to launch to the majority of the video sharing sites simultaneously.
    • 93. Keeps stats on each of your channels that allows you to measure historically.
    • 94. Limited plans are free and then paid plans offer increased reporting and site upload options.
    • 95. http://www.tubemogul.com
    Page 71
  • 96. DandyID
  • 97. Ping.fm
  • 98. Measurement Tools
  • 99. How to Build Measurement Best Practices
    First rule of Analytics = If you are in a hurry…slow down…and make sure you are asking the right questions.
    Social Monitoring Tools
    Second rule of Analytics = Make sure everyone in the organization is “on board” with performing S.M.A.R.T. measurement
    Human Powered Analysis
    “I see a lot of peoples time get “chewed up” in Cycles where they have no time to do anything but reporting. One of the things about analysis is it takes some pretty detailed, focused time where you can sit in front of a computer and really work with the tool and work with the data. “
    - Gary Angel, President Semphonic
    Third rule of Analytics = Put tools in there place. Reliance on tools, is a rookie mistake and often fuels analysis paralysis…
  • 100. Social IntelligenceTools
    The new field of "Social Intelligence" uses highly specialized tools to collect, cleanse, catalog, analyze and report on conversations happening on the social web.
    These tools count social actions and measure impressions, buzz & sentiment.
    • Fans on social sites
    • 101. Social brand mentions
    • 102. Tweets/Blog entries
    • 103. Rants vs. raves
  • Radian6 – Best for the Enterprise
    Pros: Largest company reviewed by Forrester.
    • Easy to use widget based dashboards
    • 104. Real-time data can be configured to listen and respond to UGC posts as they happen.
    • 105. Tracks established social media KPI’s (volume, engagement and sentiment) with automated workflow tools to turn this data into action.
    • 106. Allows multiple users to immediately engage with important conversions via the engagement dashboard.
    Cons: Data quality has some serious issues.
    • Spam hygiene requires significant time investment by the tool operator
    • 107. Scoring of sentiment in twitter has known defects* that have yet to be addressed in the latest version of this tool
    • 108. Volume based pricing can make this tool expensive for novice users.
  • Alterian – Best for Midsized Companies
    Pros: One of the largest data sets among all tools, and a dashboard built for Analysts.
    • Data warehouse has nearly 4 Billion conversations indexed as far back as 2004
    • 109. Dashboard built for analysts to do both qualitative and quantitative analysis.
    • 110. Customizable sentiment dictionary allows for the most accurate sentiment tracking of all NLP based tracking tools.
    • 111. Email reporting capabilities are good.
    Cons: Data latency concerns and workflow tools require custom configuration to be impactful.
    • Volume based pricing can make this tool expensive for novice users.
    • 112. Workflow tools are complicated to configure
    • 113. Customer support services are slow to respond.
  • Lithium – Good for Small Companies
    Pros: Decent coverage at a reasonable cost
    • Dashboard collects data in real time.
    • 114. Excellent video capture data
    • 115. Email reporting capabilities are good.
    • 116. Flat fee pricing for unlimited search results.
    Cons: Workflow tools are not powerful enough for engagement
    • Facebook data coming soon
    • 117. Twitter data is incomplete
  • Viral Heat – Good for Start-ups
    Pros: Low price/ decent service
    • Uses data aggregators to do a better job than google alerts
    • 118. Dashboard built for quantitative analysis.
    • 119. Email reporting capabilities are good.
    • 120. Pricing as low as $9.99/month
    Cons: Data latency concerns and workflow tools require custom configuration to be impactful.
    • Can’t go back in time
    • 121. Workflow does not empower engagement
    • 122. Customer support services are slow to respond.
  • Shoestring Dashboard – Good for lots of things
    Pros: Free/low cost tools, widgets and time can get you 70% of what paid tools provide for less than 30% of the cost.
    • Free Buzz monitoring tools are plentiful
    • 123. widget based tools can organize, filter and present large amounts of data quickly
    • 124. Major social channels can be monitored effectively using elbow grease.
    Cons: Lacks the coverageand analytical power of paid tools
    • Free tools do not cover the entire social web
    • 125. Free tools do not provide deep analytical capabilities
    • 126. Free tools do not integrate workflow for engagement purposes
  • In Class Tutorials
  • 127. In Class – Setting Up Your Blog
  • 128. In Class – Setting Up Your Blog
  • 129. In Class - Setting Up Twitter
  • 130. In Class – Setting Up Twitter Background
  • 131. In class – Setting up YouTube
  • 132. In Class – Customizing Facebook Tabs
  • 133. In Class – Customizing Facebook Tabs
  • 134. Section 4:
    Measurement, aka, the ROI Argument
  • 135. Contact Info
  • 136. social3i Management Bios
    Andy Boyer
    Integrated Marketing Strategy & Planning
    Andy Boyer was a Principal at social media agency Spring Creek Group from 2007-2010, leading client campaigns inside Microsoft and other companies, developing short and long term social media strategies, and recruiting a team of Engagement Leads and Community Managers. His previous experience is highlighted by six years in e-commerce marketing at streaming media pioneer RealNetworks from 1996-2002. As Co-Founder of social3i, Andy develops holistic social media programs that are integrated into overall marketing efforts.
    Twitter: @aboyerLinkedin: Add Andy to your networkE-mail: andy@social3i.com
    Xavier Jimenez
    Integrated Marketing Research & Ideation
    Prior to co-founding social3i Xavier was Principal and Analytics Practice Head at social media agency Spring Creek Group in Seattle Washington. Xavier has worked with Fortune 500 brands like ubid.com, RealNetworks, American Greetings, T-Mobile and Microsoft to deliver deep consumer insights using emerging media measurement technologies. As chief social intelligence strategist, Xavier is tasked with qualifying and transforming raw data from online video, mobile advertising, widgets, blogs, social networks, and other user generated content into deep customer intelligence.
    Twitter: @xjimenezLinkedin: Add Xavier to your networkE-mail: xavier@social3i.com
    Colin Lamont
    Integrated Marketing & Mobile Campaigns
    Colin Lamont has 15 years direct marketing, e-commerce, and product management experience in helping build and grow consumer products and services. Most recently, he was the Vice President of Marketing at GotVoice, an Ignition Partners funded mobile solutions company that was successfully sold. An expert of integrated marketing, Colin leverages social media outreach to support direct marketing, branding, PR, speaking engagements and events to cost-effectively grow companies. Previously, Colin worked at RealNetworks, starting in 1995, & culminating as Director of Consumer Marketing for the RealGames and GameHouse divisions in 2006.
    Twitter: @social3i
    Linkedin: Add Colin to your networkE-mail: Colin@social3i.com
  • 137. Thank You
    Web: http://www.social3i.com
    Blog: http://social3i.blogspot.com
    Twitter:  @social3i