0
www.social3i.com | Seattle Washington   blogSchool of Visual ConceptsSocial Media Strategies andPrograms for Marketers - 1...
Copyright NoteThe material used in this deck is a combination of content originallycreated and developed by Social3i Princ...
About Us• Social3i is a small but nimble digital marketing consultancy focusing on social media• We provide large-scale br...
Agenda9:00    Section 1: Social Media 101        • What do we mean by “Social Media?”        • What is all the fuss about?...
Resources for the class:Delicious.com/social3i                             social3i Proprietary and Confidential   5
www.social3i.com | Seattle Washington   blogSection 1:SOCIAL MEDIA 101
www.social3i.com | Seattle Washington   blogWhy Are We Here?
Video: Social Media Overview                               social3i Proprietary and Confidential   8
social3i Proprietary and Confidential   9
Facebook Photo-Mania                   In 2011, Facebook Users:                   • Uploaded 4,300 Photos Every Second    ...
Not just for kids - Parents are embracing socialNearly half (48%) of parents add theirchildren as friends on Facebook orin...
Thanks to Twitter, News Now Travelsat the Speed of Social Media                                 3:26 pm photo was         ...
The mainstream has adopted Twitter                                     social3i Proprietary and Confidential   13
Our Commander in Tweet                         social3i Proprietary and Confidential   14
We make superstars out of anyone                                   social3i Proprietary and Confidential   15
How Social Helps Target Your Message         BroadBrand        Message                          Potential Customers       ...
How Social Helps Target Your Message        Narrow,Brand   Targeted        Message                          Potential Cust...
Social Media is great for SEO                                social3i Proprietary and Confidential   18
What Can Happen if You Don’t Have a Social Presence…                                      social3i Proprietary and Confide...
www.social3i.com | Seattle Washington   blogSocial Media By the Numbers
Thinking Social                  social3i Proprietary and Confidential   21
Marketing Budgets are Integrating Social                                   social3i Proprietary and Confidential   22
Thinking Social                  social3i Proprietary and Confidential   23
social3i Proprietary and Confidential                 24http://www.thecollaredsheep.com/infographic-which-companies-are-th...
http://www.thecollaredsheep.com/infographic-which-companies-are-the-most-social/                       social3i Proprietar...
www.social3i.com | Seattle Washington   blogWhat are we going to talk about today?
Quiz Time: Basic Logos We Probably KnowFacebook     Twitter   YouTube      LinkedIn           WordpressBlogger    Wikipedi...
social3i Proprietary and Confidential   28
Making sense of everything(The Brian Solis Flower)                             social3i Proprietary and Confidential   29
The Major Playershttp://www.slideshare.net/soravjain/social-media-marketing-facts?from=ss_embed                           ...
We’re not talking about this today unless you REALLYwant to…. But you should all go play with it because it’sgoing to be i...
A Brief Moment to Talk about Mobile and Tablets"Nearly seven in 10 tablet owners       40% of U.S. mobile subscribersrepor...
What does your web site look like on mobile devices?                                         social3i Proprietary and Conf...
Social Programs Span Across the Company      Marketing      • Understand what is being said about your brand, leverage dat...
www.social3i.com | Seattle Washington   blogSection 2:Case Studies and Best Practices
Hosted Community: Dell Idea Storm                                    social3i Proprietary and Confidential   36
http://socialmediatoday.com/pamdyer/266010/65-terrific-social-media-infographics                                          ...
social3i Proprietary and Confidential   38
“Twitter Seems Dumb. Why is it so popular?”                 • Ability to ping people who ordinarily wouldn’t    Access    ...
social3i Proprietary and Confidential   40
The Twitter Customer Service Angle:Comcast Cares                                      social3i Proprietary and Confidentia...
Comcast Cares                social3i Proprietary and Confidential   44
Comcast Cares                social3i Proprietary and Confidential   45
Local Customer Support via Twitter                                     social3i Proprietary and Confidential   46
How Twitter is Changing Sports                                 social3i Proprietary and Confidential   47
My Twitter #Win                  social3i Proprietary and Confidential   48
How a Single Brand Can Manage Multiple Accounts                                      social3i Proprietary and Confidential...
Best Practices – Brad from Starbucks                                  social3i Proprietary and Confidential   50
Best Practices – Brad from Starbucks                                  social3i Proprietary and Confidential   51
Best Practices – Brad from Starbucks                                  social3i Proprietary and Confidential   52
Being Part of the Community - Canlis                                       social3i Proprietary and Confidential   53
Your Governor Tweets                       social3i Proprietary and Confidential   54
So, who does your Governor follow?(and why only 25 people?)                                     social3i Proprietary and C...
A Local Hero - @MsBeerVendor                               social3i Proprietary and Confidential   56
A Local Hero - @MsBeerVendor                               social3i Proprietary and Confidential   57
social3i Proprietary and Confidential   58
Why Facebook?
Why Facebook?
Why Facebook?
67% of B2C companies41% of B2B companiesAre acquiring customers through Facebook.
~30% of users are over 35   Source: Facebook.com                                   40% of                                 ...
How the Leading Global Brands use Facebook
Anything you can do on your web page,you can do in Facebook                                        social3i Proprietary an...
Get your communtiy involved                              social3i Proprietary and Confidential   66
Big brands with big budgets                              social3i Proprietary and Confidential   67
Small brands with small budgets                                  social3i Proprietary and Confidential   68
Small brands with small budgets                                  social3i Proprietary and Confidential   69
World Park Campaign                      social3i Proprietary and Confidential   70
Organization:Cross Linking Pages Across Facebook                                  social3i Proprietary and Confidential   71
Engagement – Custom Tabs for Events                                Comment Area                                Included on...
Using Free Apps for…YouTube Integration                                 See Involver.com and                              ...
Using Free Apps for…Blog Integration                                       Like and Share                                 ...
Using Free Apps for…Twitter Integration                                       Follow Button                               ...
And in small businesses, brands want to remind theirconsumers that they are there                                         ...
Buying Fans to Spur Awareness                                social3i Proprietary and Confidential   77
“Buying” Fans                    • 150k fans Day 2                    • 100k fans Day 1                    • Levels off`  ...
http://www.cartoonstock.com/lowres/dcr0587l.jpg                                                  social3i Proprietary and ...
YouTube Channel Set Up – Cosmic Panda                                 social3i Proprietary and Confidential   80
YouTube – Best Job in the World                                  social3i Proprietary and Confidential   81
YouTube Stars                social3i Proprietary and Confidential   82
YouTube Stars                social3i Proprietary and Confidential   83
Videos *can* go from social to mainstream                                  social3i Proprietary and Confidential   84
Videos *can* go from social to mainstream                                  social3i Proprietary and Confidential   85
Videos *can* go from social to mainstream                                  social3i Proprietary and Confidential   86
And Brands might mine social for memes                                  social3i Proprietary and Confidential   87
And Brands might mine social for memes                                  social3i Proprietary and Confidential   88
Classic Campaign – Old Spice                               social3i Proprietary and Confidential   89
Classic Campaign - Blendtec                              social3i Proprietary and Confidential   90
How Videos Can Make Their Way into Blogs                                       social3i Proprietary and Confidential   91
More Fun with Video - The VW Fun Theory                                  social3i Proprietary and Confidential   92
Bing Jingle              social3i Proprietary and Confidential   93                                             Page 93
Local Company Done Good – Common Craft                                social3i Proprietary and Confidential   94
Education via YouTube:TED Conferences                         social3i Proprietary and Confidential   95
Education via YouTube:The Khan Academy                         social3i Proprietary and Confidential   96
WordPressWhy Blog?BenefitsBest PracticesThemesPlugins
Who Blogs Well                 social3i Proprietary and Confidential   102
Who Blogs Well                 social3i Proprietary and Confidential   103
Who Blogs Well                 social3i Proprietary and Confidential   104
Who Blogs Well                 social3i Proprietary and Confidential   105
Tumblrhttp://today.tumblr.com                          social3i Proprietary and Confidential   106
Tumblr - Huggieshttp://highchaircritics.com/                               social3i Proprietary and Confidential   107
LinkedIn           social3i Proprietary and Confidential   108
LinkedIn Best Practices       Join Groups That Are Relevant To Your Industry       Browse The Connections You Have and Ask...
HR Execs Use Social Channels Like Linked In                                    social3i Proprietary and Confidential   110
LinkedIn Signal                  social3i Proprietary and Confidential   111
Tracking           social3i Proprietary and Confidential   112
LinkedIn Maps                social3i Proprietary and Confidential   113
Advertising on LinkedIn                          social3i Proprietary and Confidential   114
Slideshare             social3i Proprietary and Confidential   115
Connecting LinkedIn with Slideshare                                      social3i Proprietary and Confidential   116
And We Still Haven’t Touched….Flickr / PhotosharingMobileiPadsAppsYelpBiznikPodcastsUstreamGroupon / Living SocialDigg / R...
www.social3i.com | Seattle Washington      blogSection 3: Building Your Social MarketingStrategy and Program
Before You Get Started – Know WOMMA’s Ruleswww.womma.orgIt’s all about the Honesty ROI. Ethical word of mouthmarketers alw...
Section Agenda – The ABCDE’s of Social MediaAudience IdentificationBuilding ChannelsContent CreationDistribution (Time, Ro...
social3i Proprietary and Confidential   121
Audience Identification                          social3i Proprietary and Confidential   122
Audience Identification:Sample Persona              Jenny              Age: 13-18              Hobbies: Music, Hanging out...
Audience Identification:Sample Persona              Steve              Age: 25-34              Hobbies: Technology, Workah...
Audience Identification:Where are you, and where can you hope to get?                                                 The ...
Audience Identification:Finding Influencers                           social3i Proprietary and Confidential   126
Influencer Identification - Twitaholic                                         social3i Proprietary and Confidential   127
Building Channels Be organized Build well narrowly, then expand Know why you are building the channel Share work Allow con...
Building Channels Step 1:Set up a dedicated email address                                   social3i Proprietary and Confi...
Building Channels (The Brian Solis Flower)                                             social3i Proprietary and Confidenti...
Social Media Works With Your Existing MarketingConnecting Traditional Customer Touchpoints                                ...
Twitter – Building a Profile                               social3i Proprietary and Confidential   132
Finding Follows                  social3i Proprietary and Confidential   133
Following who you follow follows                                   social3i Proprietary and Confidential   134
Using Lists              social3i Proprietary and Confidential   135
Using #Hashtags                  social3i Proprietary and Confidential   136
Using #Hashtags                  social3i Proprietary and Confidential   137
Build your own Background in Powerpoint1.   Adjust Page Setup for     20x12.5 Landscape2.   Design your slide3.   Save the...
Twitter Tool: Paper.li                         http://paper.li/merrillgardens                                             ...
Twitter                                  “Promoted Tweets areSocial Advertising – Twitter      offered on a Cost-per-     ...
social3i Proprietary and Confidential   141
Building Channels - Facebook Page TutorialProfiles •   Real People •   Move around and Interact with other people OR Pages...
Create A PageStart at http://www.facebook.com/pages/manage/                                                 social3i Propr...
Create A Page                social3i Proprietary and Confidential   144
Create A Page                social3i Proprietary and Confidential   145
Create A Page                social3i Proprietary and Confidential   146
Create A Page                social3i Proprietary and Confidential   147
Create A Page                social3i Proprietary and Confidential   148
Create a Page                social3i Proprietary and Confidential   149
Create a Page                social3i Proprietary and Confidential   150
Create a Page                social3i Proprietary and Confidential   151
Create a Page                social3i Proprietary and Confidential   152
Create a Page                social3i Proprietary and Confidential   153
Facebook Advertising                                Choose your audience bySocial Advertising – Facebook   location, age a...
YouTube Content cycles                                                                                    • A video on You...
Which Blog Platform is For You? Wordpress Blogger Tumblr Posterous                                  social3i Proprietary a...
Content Creation ToolsOrganization • Editorial CalendarText • Url ShortenersPhotos • Photo Apps • SlideshowsMultiMedia • V...
Sample Editorial CalendarEditorial Calendar  Date               Offline   Sales Calls   Aggregated   Blog   Facebook (In  ...
Url Shorteners – Bit.ly (Goo.gl , ow.ly , etc…)                                        social3i Proprietary and Confidenti...
Photo Apps             Instagram             100 Cameras in 1                                social3i Proprietary and Conf...
Flickr Slideshows                    social3i Proprietary and Confidential   161
Video Slideshows - Animotohttp://animoto.com/play/yoxTJ1XQPpAsNrIpAHijag?utm_source=merrillgardens.com&utm_medium=player&u...
social3i Proprietary and Confidential   163
Make Videos on the fly                         social3i Proprietary and Confidential   164
Distribution Time Budget Roles and Responsibilities Syndication Tools                          social3i Proprietary and Co...
Social Media Marketing - Time Commitshttp://www.slideshare.net/soravjain/social-media-marketing-facts?from=ss_embed       ...
Determining Level of Effort/Time/Money                                         social3i Proprietary and Confidential   167
Engagement and EvaluationListen (via Google Alerts)Be ConsistentShare ResponsibilityParticipate, don’t DictateRespect Nega...
Twitter Tools - - Hootsuite                              social3i Proprietary and Confidential   169
Twitter Tools - Hootsuite                            social3i Proprietary and Confidential   170
Twitter Tools – TweetDeck                            social3i Proprietary and Confidential   171
Twitter Tools – CoTweet                          social3i Proprietary and Confidential   172
Twitter Tools - Seesmic                          social3i Proprietary and Confidential   173
Twitter Tools: www.twilert.com                                 social3i Proprietary and Confidential   174
Twitter Tools: Twitter Counter                                 social3i Proprietary and Confidential   175
Klout        social3i Proprietary and Confidential   176
TwitSprout             social3i Proprietary and Confidential   177
TwitCleaner              social3i Proprietary and Confidential   178
Analysis: What to Measure                            social3i Proprietary and Confidential   179
Radian6 – Best for the EnterprisePros: Largest company reviewed by Forrester.• Easy to use widget based dashboards• Real-t...
Alterian – Best for Midsized CompaniesPros: One of the largest data sets among alltools, and a dashboard built for Analyst...
Lithium – Good for Small CompaniesPros: Decent coverage at areasonable cost• Dashboard collects data in real time.• Excell...
Viral Heat – Good for Start-upsPros: Low price/ decent service• Uses data aggregators to do a  better job than google aler...
www.social3i.com | Seattle Washington      blogMore Tools and Toys for Personal Branding
Namechk          social3i Proprietary and Confidential   185
DandyID          social3i Proprietary and Confidential   186
About.me           social3i Proprietary and Confidential   187
Flavors.me             social3i Proprietary and Confidential   188
www.social3i.com | Seattle Washington   blogContact Info
social3i Management BiosAndy Boyer                            Xavier Jimenez                                 Colin LamontI...
Thank You            Web:        http://www.social3i.com            Blog:       http://social3i.com/blog            Twitte...
Social Media Strategies (July 2011) at Seattle's School of Visual Concepts
Social Media Strategies (July 2011) at Seattle's School of Visual Concepts
Social Media Strategies (July 2011) at Seattle's School of Visual Concepts
Social Media Strategies (July 2011) at Seattle's School of Visual Concepts
Social Media Strategies (July 2011) at Seattle's School of Visual Concepts
Social Media Strategies (July 2011) at Seattle's School of Visual Concepts
Upcoming SlideShare
Loading in...5
×

Social Media Strategies (July 2011) at Seattle's School of Visual Concepts

4,326

Published on

This deck was used for a 101 level workshop on Social Media Strategies, presented by Social3i Consulting in July 2011 at Seattle's School of Visual Concepts.

Published in: Business, Technology
0 Comments
6 Likes
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total Views
4,326
On Slideshare
0
From Embeds
0
Number of Embeds
0
Actions
Shares
0
Downloads
162
Comments
0
Likes
6
Embeds 0
No embeds

No notes for slide

Transcript of "Social Media Strategies (July 2011) at Seattle's School of Visual Concepts"

  1. 1. www.social3i.com | Seattle Washington blogSchool of Visual ConceptsSocial Media Strategies andPrograms for Marketers - 101 LevelJuly 27, 2011Andy Boyer & the Social3i Team
  2. 2. Copyright NoteThe material used in this deck is a combination of content originallycreated and developed by Social3i Principals, as well as contentsourced by researching social media in major search engines andcontent sharing sites. Many of the slides you see here came fromother decks on Slideshare.net.Hopefully all charts and graphs in the deck attribute the work to theoriginal owner, along with a link to where the content was sourced.However, due to the widespread sharing of this deck, and the numberof edits, it is possible that some information is not accuratelyattributed. We apologize for any errors, and in no way make anyclaims that all of the data in this presentation is the original work ofSocial3i Consulting.If you feel your work has been unfairly distributed or represented inthis presentation, please contact andy@social3i.com social3i Proprietary and Confidential 2
  3. 3. About Us• Social3i is a small but nimble digital marketing consultancy focusing on social media• We provide large-scale brand analysis, audience research and social marketing programs for major global brands, small to mid-sized companies and government organizations.• We focus on social commerce and delivering ROI-based programs, not just brand impressions.• We develop content for companies of all shapes and sizes.• Background with RealNetworks, Publicis, T-Mobile, Microsoft, Photoworks, venture- backed startups, non-profits, and minor league baseball.• Links: Web: http://www.social3i.com Blog: http://www.social3i.com/blog Twitter: @social3i Email: andy@social3i.com Slides: www.slideshare.net/social3i Facebook: www.facebook.com/social3i Intelligence & Ideation & Influencer Social Marketing Social Insight Planning Marketing Program Competency Development Training social3i Proprietary and Confidential 3
  4. 4. Agenda9:00 Section 1: Social Media 101 • What do we mean by “Social Media?” • What is all the fuss about?9:45 Section 2: Case Studies and Best Practices in Facebook, Twitter, YouTube & more (Break at 10:15)12:00 Lunch12:30 Section 3 Building Your Social Media Program • Audience Identification • Buidling Channels • Content Creation Tools and Tips • Distribution of Time, Resources, Work • Engagement and Evaluation2:00 Real Life Examples: @MsBeerVendor2:30 Real Life Examples: Evonne Benedict from KING 53:00 Hands-On! - The team from Social3i stops by to help you with your specific questions social3i Proprietary and Confidential 4
  5. 5. Resources for the class:Delicious.com/social3i social3i Proprietary and Confidential 5
  6. 6. www.social3i.com | Seattle Washington blogSection 1:SOCIAL MEDIA 101
  7. 7. www.social3i.com | Seattle Washington blogWhy Are We Here?
  8. 8. Video: Social Media Overview social3i Proprietary and Confidential 8
  9. 9. social3i Proprietary and Confidential 9
  10. 10. Facebook Photo-Mania In 2011, Facebook Users: • Uploaded 4,300 Photos Every Second Over New Years Weekend • 750 million photos total for the NYE weekend. social3i Proprietary and Confidential 10
  11. 11. Not just for kids - Parents are embracing socialNearly half (48%) of parents add theirchildren as friends on Facebook orinstant messaging. social3i Proprietary and Confidential 11
  12. 12. Thanks to Twitter, News Now Travelsat 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 front page until 4:00 pm social3i Proprietary and Confidential 12 Page 12
  13. 13. The mainstream has adopted Twitter social3i Proprietary and Confidential 13
  14. 14. Our Commander in Tweet social3i Proprietary and Confidential 14
  15. 15. We make superstars out of anyone social3i Proprietary and Confidential 15
  16. 16. How Social Helps Target Your Message BroadBrand Message Potential Customers social3i Proprietary and Confidential 16
  17. 17. How Social Helps Target Your Message Narrow,Brand Targeted Message Potential Customers social3i Proprietary and Confidential 17
  18. 18. Social Media is great for SEO social3i Proprietary and Confidential 18
  19. 19. What Can Happen if You Don’t Have a Social Presence… social3i Proprietary and Confidential 19
  20. 20. www.social3i.com | Seattle Washington blogSocial Media By the Numbers
  21. 21. Thinking Social social3i Proprietary and Confidential 21
  22. 22. Marketing Budgets are Integrating Social social3i Proprietary and Confidential 22
  23. 23. Thinking Social social3i Proprietary and Confidential 23
  24. 24. social3i Proprietary and Confidential 24http://www.thecollaredsheep.com/infographic-which-companies-are-the-most-social/
  25. 25. http://www.thecollaredsheep.com/infographic-which-companies-are-the-most-social/ social3i Proprietary and Confidential 25
  26. 26. www.social3i.com | Seattle Washington blogWhat are we going to talk about today?
  27. 27. Quiz Time: Basic Logos We Probably KnowFacebook Twitter YouTube LinkedIn WordpressBlogger Wikipedia Foursquare Tumblr Flickr social3i Proprietary and Confidential 27
  28. 28. social3i Proprietary and Confidential 28
  29. 29. Making sense of everything(The Brian Solis Flower) social3i Proprietary and Confidential 29
  30. 30. The Major Playershttp://www.slideshare.net/soravjain/social-media-marketing-facts?from=ss_embed social3i Proprietary and Confidential 30
  31. 31. We’re not talking about this today unless you REALLYwant to…. But you should all go play with it because it’sgoing to be important social3i Proprietary and Confidential 31
  32. 32. A Brief Moment to Talk about Mobile and Tablets"Nearly seven in 10 tablet owners 40% of U.S. mobile subscribersreported spending at least 1 hour regularly browse the internet onper day using the device, including their phone and a projected 12.5%38% who spent over 2 hours on it. of all e-commerce transactionsAnd while just 28% consider it their going mobile by the end of the year,primary computer, 77% are Mobile web traffic will surpass PCspending less time on desktop or traffic by 2013." (60 Secondlaptop PCs since they got a tablet." Marketer)(eMarketer) social3i Proprietary and Confidential 32
  33. 33. What does your web site look like on mobile devices? social3i Proprietary and Confidential 33
  34. 34. Social Programs Span Across the Company Marketing • Understand what is being said about your brand, leverage data to improve traditional marketing efforts Sales • Understand where to find more leads, and who influences your core audiences Research • Crowdsource ideas faster and fill out missing pieces of data from traditional research Customer Service : • Understand what issues customers are having, and where those customers are going for solutions. social3i Proprietary and Confidential 34
  35. 35. www.social3i.com | Seattle Washington blogSection 2:Case Studies and Best Practices
  36. 36. Hosted Community: Dell Idea Storm social3i Proprietary and Confidential 36
  37. 37. http://socialmediatoday.com/pamdyer/266010/65-terrific-social-media-infographics social3i Proprietary and Confidential 37
  38. 38. social3i Proprietary and Confidential 38
  39. 39. “Twitter Seems Dumb. Why is it so popular?” • Ability to ping people who ordinarily wouldn’t Access give you their phone number or email address • Real time data - unfiltered • Competive research Info • Who knows who? • Deep looks inside companies – who works there? • Be funny Fun • Show personality • Talk about what you know social3i Proprietary and Confidential 39
  40. 40. social3i Proprietary and Confidential 40
  41. 41. The Twitter Customer Service Angle:Comcast Cares social3i Proprietary and Confidential 43
  42. 42. Comcast Cares social3i Proprietary and Confidential 44
  43. 43. Comcast Cares social3i Proprietary and Confidential 45
  44. 44. Local Customer Support via Twitter social3i Proprietary and Confidential 46
  45. 45. How Twitter is Changing Sports social3i Proprietary and Confidential 47
  46. 46. My Twitter #Win social3i Proprietary and Confidential 48
  47. 47. How a Single Brand Can Manage Multiple Accounts social3i Proprietary and Confidential 49
  48. 48. Best Practices – Brad from Starbucks social3i Proprietary and Confidential 50
  49. 49. Best Practices – Brad from Starbucks social3i Proprietary and Confidential 51
  50. 50. Best Practices – Brad from Starbucks social3i Proprietary and Confidential 52
  51. 51. Being Part of the Community - Canlis social3i Proprietary and Confidential 53
  52. 52. Your Governor Tweets social3i Proprietary and Confidential 54
  53. 53. So, who does your Governor follow?(and why only 25 people?) social3i Proprietary and Confidential 55
  54. 54. A Local Hero - @MsBeerVendor social3i Proprietary and Confidential 56
  55. 55. A Local Hero - @MsBeerVendor social3i Proprietary and Confidential 57
  56. 56. social3i Proprietary and Confidential 58
  57. 57. Why Facebook?
  58. 58. Why Facebook?
  59. 59. Why Facebook?
  60. 60. 67% of B2C companies41% of B2B companiesAre acquiring customers through Facebook.
  61. 61. ~30% of users are over 35 Source: Facebook.com 40% of internet users between 30 and 49 years of age use social media every day Fastest growingdemographic social3i Proprietary and Confidential 63
  62. 62. How the Leading Global Brands use Facebook
  63. 63. Anything you can do on your web page,you can do in Facebook social3i Proprietary and Confidential 65
  64. 64. Get your communtiy involved social3i Proprietary and Confidential 66
  65. 65. Big brands with big budgets social3i Proprietary and Confidential 67
  66. 66. Small brands with small budgets social3i Proprietary and Confidential 68
  67. 67. Small brands with small budgets social3i Proprietary and Confidential 69
  68. 68. World Park Campaign social3i Proprietary and Confidential 70
  69. 69. Organization:Cross Linking Pages Across Facebook social3i Proprietary and Confidential 71
  70. 70. Engagement – Custom Tabs for Events Comment Area Included on Page social3i Proprietary and Confidential 72
  71. 71. Using Free Apps for…YouTube Integration See Involver.com and NorthSocial.com Chance to share to your wall social3i Proprietary and Confidential 73
  72. 72. Using Free Apps for…Blog Integration Like and Share buttons for easy sharing social3i Proprietary and Confidential 74
  73. 73. Using Free Apps for…Twitter Integration Follow Button included social3i Proprietary and Confidential 75
  74. 74. And in small businesses, brands want to remind theirconsumers that they are there social3i Proprietary and Confidential 76
  75. 75. Buying Fans to Spur Awareness social3i Proprietary and Confidential 77
  76. 76. “Buying” Fans • 150k fans Day 2 • 100k fans Day 1 • Levels off` social3i Proprietary and Confidential 78 Page 78
  77. 77. http://www.cartoonstock.com/lowres/dcr0587l.jpg social3i Proprietary and Confidential 79
  78. 78. YouTube Channel Set Up – Cosmic Panda social3i Proprietary and Confidential 80
  79. 79. YouTube – Best Job in the World social3i Proprietary and Confidential 81
  80. 80. YouTube Stars social3i Proprietary and Confidential 82
  81. 81. YouTube Stars social3i Proprietary and Confidential 83
  82. 82. Videos *can* go from social to mainstream social3i Proprietary and Confidential 84
  83. 83. Videos *can* go from social to mainstream social3i Proprietary and Confidential 85
  84. 84. Videos *can* go from social to mainstream social3i Proprietary and Confidential 86
  85. 85. And Brands might mine social for memes social3i Proprietary and Confidential 87
  86. 86. And Brands might mine social for memes social3i Proprietary and Confidential 88
  87. 87. Classic Campaign – Old Spice social3i Proprietary and Confidential 89
  88. 88. Classic Campaign - Blendtec social3i Proprietary and Confidential 90
  89. 89. How Videos Can Make Their Way into Blogs social3i Proprietary and Confidential 91
  90. 90. More Fun with Video - The VW Fun Theory social3i Proprietary and Confidential 92
  91. 91. Bing Jingle social3i Proprietary and Confidential 93 Page 93
  92. 92. Local Company Done Good – Common Craft social3i Proprietary and Confidential 94
  93. 93. Education via YouTube:TED Conferences social3i Proprietary and Confidential 95
  94. 94. Education via YouTube:The Khan Academy social3i Proprietary and Confidential 96
  95. 95. WordPressWhy Blog?BenefitsBest PracticesThemesPlugins
  96. 96. Who Blogs Well social3i Proprietary and Confidential 102
  97. 97. Who Blogs Well social3i Proprietary and Confidential 103
  98. 98. Who Blogs Well social3i Proprietary and Confidential 104
  99. 99. Who Blogs Well social3i Proprietary and Confidential 105
  100. 100. Tumblrhttp://today.tumblr.com social3i Proprietary and Confidential 106
  101. 101. Tumblr - Huggieshttp://highchaircritics.com/ social3i Proprietary and Confidential 107
  102. 102. LinkedIn social3i Proprietary and Confidential 108
  103. 103. LinkedIn Best Practices Join Groups That Are Relevant To Your Industry Browse The Connections You Have and Ask For Introductions Don’t Accept Random Memberships or Invites From People Sharing Recommendations Strengthens Your Relationships Find a Networking Event in Your Areahttp://socialmediamagic.com/blog/making-quality-linkedin-connections-5-practices/ social3i Proprietary and Confidential 109
  104. 104. HR Execs Use Social Channels Like Linked In social3i Proprietary and Confidential 110
  105. 105. LinkedIn Signal social3i Proprietary and Confidential 111
  106. 106. Tracking social3i Proprietary and Confidential 112
  107. 107. LinkedIn Maps social3i Proprietary and Confidential 113
  108. 108. Advertising on LinkedIn social3i Proprietary and Confidential 114
  109. 109. Slideshare social3i Proprietary and Confidential 115
  110. 110. Connecting LinkedIn with Slideshare social3i Proprietary and Confidential 116
  111. 111. And We Still Haven’t Touched….Flickr / PhotosharingMobileiPadsAppsYelpBiznikPodcastsUstreamGroupon / Living SocialDigg / Reddit / StumbleuponEtc…… social3i Proprietary and Confidential 117
  112. 112. www.social3i.com | Seattle Washington blogSection 3: Building Your Social MarketingStrategy and Program
  113. 113. Before You Get Started – Know WOMMA’s Ruleswww.womma.orgIt’s all about the Honesty ROI. Ethical word of mouthmarketers always strive for transparency and honesty in allcommunications with consumers, with advocates, and withthose 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; younever shill* Honesty of Identity – you say who you are; you never falsifyyour identity social3i Proprietary and Confidential 119
  114. 114. Section Agenda – The ABCDE’s of Social MediaAudience IdentificationBuilding ChannelsContent CreationDistribution (Time, Roles, Work)Engagement social3i Proprietary and Confidential 120
  115. 115. social3i Proprietary and Confidential 121
  116. 116. Audience Identification social3i Proprietary and Confidential 122
  117. 117. Audience Identification:Sample Persona Jenny Age: 13-18 Hobbies: Music, Hanging out with friends Where she gets Info: Facebook Jenny lives on Facebook, and on music sites like Pandora, Grooveshark, Mog and Spotify She wants to be the first of her friends to share new music and concert information. She is influenced by other trend setters, and followed by many people who look to her for pop culture stories. social3i Proprietary and Confidential 123
  118. 118. Audience Identification:Sample Persona Steve Age: 25-34 Hobbies: Technology, Workaholic Where he gets Info: Smartphone Apps, Mobile Web Steve is on the go. You can update your website all you want, but he’ll never see it unless someone sends it ot him via Twitter. Steve can’t be reached via radio, print or direct mail. He listens to XM when his iPod isn’t plugged into his car stereo playing podcasts he downloaded. When Steve isn’t working, he is working out and exercising, buying healthy foods, and attending networking events. social3i Proprietary and Confidential 124
  119. 119. Audience Identification:Where are you, and where can you hope to get? The Long Term Goal: Giving customers a say in developing, Influence supporting and evangelizing your brand Melding social into your overall marketing program Integrate Enagaging with fans, followers, press, analysts and critics Interact Basic benchmarking, auditing and listening to conversation about your brand, customers & products Interest Develop marketing and business plans without benefit of any data or insights generated on the social web about you or competitors Ignore social3i Proprietary and Confidential 125
  120. 120. Audience Identification:Finding Influencers social3i Proprietary and Confidential 126
  121. 121. Influencer Identification - Twitaholic social3i Proprietary and Confidential 127
  122. 122. Building Channels Be organized Build well narrowly, then expand Know why you are building the channel Share work Allow constiuents to take part social3i Proprietary and Confidential 128
  123. 123. Building Channels Step 1:Set up a dedicated email address social3i Proprietary and Confidential 129
  124. 124. Building Channels (The Brian Solis Flower) social3i Proprietary and Confidential 130
  125. 125. Social Media Works With Your Existing MarketingConnecting Traditional Customer Touchpoints Crowdsourcing Product / information to improveMaximizing an ad campaign Service programs and servicesby extending the content to Developmentchannels not covered by paidmedia Searching for external opportunities to service customer related issues, Outbound Customer PR / Advertising Support Page 131
  126. 126. Twitter – Building a Profile social3i Proprietary and Confidential 132
  127. 127. Finding Follows social3i Proprietary and Confidential 133
  128. 128. Following who you follow follows social3i Proprietary and Confidential 134
  129. 129. Using Lists social3i Proprietary and Confidential 135
  130. 130. Using #Hashtags social3i Proprietary and Confidential 136
  131. 131. Using #Hashtags social3i Proprietary and Confidential 137
  132. 132. Build your own Background in Powerpoint1. Adjust Page Setup for 20x12.5 Landscape2. Design your slide3. Save the slide as a .PNG File4. Upload the .PNG to Twitter5. Tweak it until the layour is right social3i Proprietary and Confidential 138
  133. 133. Twitter Tool: Paper.li http://paper.li/merrillgardens social3i Proprietary and Confidential 139
  134. 134. Twitter “Promoted Tweets areSocial Advertising – Twitter offered on a Cost-per- Engagement (CPE) basis, so you only pay when a user Retweets, replies to, clicks on or favorites your Promoted Tweet. Retweeted impressions by engaged users are free. Just like regular Tweets, the ones that users engage with most tend to be insightful, conversational, fresh and timely, and crafted for sharing” social3i Proprietary and Confidential 140
  135. 135. social3i Proprietary and Confidential 141
  136. 136. Building Channels - Facebook Page TutorialProfiles • Real People • Move around and Interact with other people OR Pages • ONE Profile per person • ONE Administrator • Can have customized URLPages • Stay still and have people come interact with them • Can add features and tabs such as Twitter, YouTube, Flickr, etc…. • Can create as many Pages as you’d like • Can share Administration • Can Have customized URL social3i Proprietary and Confidential 142
  137. 137. Create A PageStart at http://www.facebook.com/pages/manage/ social3i Proprietary and Confidential 143
  138. 138. Create A Page social3i Proprietary and Confidential 144
  139. 139. Create A Page social3i Proprietary and Confidential 145
  140. 140. Create A Page social3i Proprietary and Confidential 146
  141. 141. Create A Page social3i Proprietary and Confidential 147
  142. 142. Create A Page social3i Proprietary and Confidential 148
  143. 143. Create a Page social3i Proprietary and Confidential 149
  144. 144. Create a Page social3i Proprietary and Confidential 150
  145. 145. Create a Page social3i Proprietary and Confidential 151
  146. 146. Create a Page social3i Proprietary and Confidential 152
  147. 147. Create a Page social3i Proprietary and Confidential 153
  148. 148. Facebook Advertising Choose your audience bySocial Advertising – Facebook location, age and interests. Choose to pay only when people click (CPC) or see your ad (CPM). Connect with more than 500 million potential customers. Promote your Facebook Page or website. social3i Proprietary and Confidential 154
  149. 149. YouTube 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. • After 20 days, a YouTube video has had 75% of its total views. • Thats a really short life span for YouTube videos, and its 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 viewshttp://www.businessinsider.com/chart-of-the-day-the-lifecycle-of-a-youtube-video-2010-5#ixzz0vSdScBK1 social3i Proprietary and Confidential 155
  150. 150. Which Blog Platform is For You? Wordpress Blogger Tumblr Posterous social3i Proprietary and Confidential 156
  151. 151. Content Creation ToolsOrganization • Editorial CalendarText • Url ShortenersPhotos • Photo Apps • SlideshowsMultiMedia • Video Production • Animation Tools • Podcasts social3i Proprietary and Confidential 157
  152. 152. Sample Editorial CalendarEditorial Calendar Date Offline Sales Calls Aggregated Blog Facebook (In Twitter (In YouTube Foursquare Event Content on addition to addition to Web Site general replies and discussion) discussion)Sun 7/10Mon 7/11Tues 7/12Wed 7/13Thurs 7/14Fri 7/15Sat 7/16Sun 7/17Mon 7/18Tues 7/19Wed 7/20Thurs 7/21Fri 7/22Sat 7/23Sun 7/24Mon 7/25Tues 7/26Wed 7/27Thurs 7/28 social3i Proprietary and Confidential 158
  153. 153. Url Shorteners – Bit.ly (Goo.gl , ow.ly , etc…) social3i Proprietary and Confidential 159
  154. 154. Photo Apps Instagram 100 Cameras in 1 social3i Proprietary and Confidential 160
  155. 155. Flickr Slideshows social3i Proprietary and Confidential 161
  156. 156. Video Slideshows - Animotohttp://animoto.com/play/yoxTJ1XQPpAsNrIpAHijag?utm_source=merrillgardens.com&utm_medium=player&utm_campaign=player social3i Proprietary and Confidential 162
  157. 157. social3i Proprietary and Confidential 163
  158. 158. Make Videos on the fly social3i Proprietary and Confidential 164
  159. 159. Distribution Time Budget Roles and Responsibilities Syndication Tools social3i Proprietary and Confidential 165
  160. 160. Social Media Marketing - Time Commitshttp://www.slideshare.net/soravjain/social-media-marketing-facts?from=ss_embed social3i Proprietary and Confidential 166
  161. 161. Determining Level of Effort/Time/Money social3i Proprietary and Confidential 167
  162. 162. Engagement and EvaluationListen (via Google Alerts)Be ConsistentShare ResponsibilityParticipate, don’t DictateRespect Negative CommentsPromote Others social3i Proprietary and Confidential 168
  163. 163. Twitter Tools - - Hootsuite social3i Proprietary and Confidential 169
  164. 164. Twitter Tools - Hootsuite social3i Proprietary and Confidential 170
  165. 165. Twitter Tools – TweetDeck social3i Proprietary and Confidential 171
  166. 166. Twitter Tools – CoTweet social3i Proprietary and Confidential 172
  167. 167. Twitter Tools - Seesmic social3i Proprietary and Confidential 173
  168. 168. Twitter Tools: www.twilert.com social3i Proprietary and Confidential 174
  169. 169. Twitter Tools: Twitter Counter social3i Proprietary and Confidential 175
  170. 170. Klout social3i Proprietary and Confidential 176
  171. 171. TwitSprout social3i Proprietary and Confidential 177
  172. 172. TwitCleaner social3i Proprietary and Confidential 178
  173. 173. Analysis: What to Measure social3i Proprietary and Confidential 179
  174. 174. Radian6 – Best for the EnterprisePros: Largest company reviewed by Forrester.• Easy to use widget based dashboards• Real-time data can be configured to listen and respond to UGC posts as they happen.• Tracks established social media KPI’s (volume, engagement and sentiment) with automated workflow tools to turn this data into action.• 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• Scoring of sentiment in twitter has known defects* that have yet to be addressed in the latest version of this tool• Volume based pricing can make this tool expensive for novice users. social3i Proprietary and Confidential 180
  175. 175. Alterian – Best for Midsized CompaniesPros: One of the largest data sets among alltools, and a dashboard built for Analysts.• Data warehouse has nearly 4 Billion conversations indexed as far back as 2004• Dashboard built for analysts to do both qualitative and quantitative analysis.• Customizable sentiment dictionary allows for the most accurate sentiment tracking of all NLP based tracking tools.• Email reporting capabilities are good.Cons: Data latency concerns and workflowtools require custom configuration to beimpactful.• Volume based pricing can make this tool expensive for novice users.• Workflow tools are complicated to configure• Customer support services are slow to respond. social3i Proprietary and Confidential 181
  176. 176. Lithium – Good for Small CompaniesPros: Decent coverage at areasonable cost• Dashboard collects data in real time.• Excellent video capture data• Email reporting capabilities are good.• Flat fee pricing for unlimited search results.Cons: Workflow tools are notpowerful enough for engagement• Facebook data coming soon• Twitter data is incomplete social3i Proprietary and Confidential 182
  177. 177. Viral Heat – Good for Start-upsPros: Low price/ decent service• Uses data aggregators to do a better job than google alerts• Dashboard built for quantitative analysis.• Email reporting capabilities are good.• Pricing as low as $9.99/monthCons: Data latency concerns andworkflow tools require customconfiguration to be impactful.• Can’t go back in time• Workflow does not empower engagement• Customer support services are slow to respond. social3i Proprietary and Confidential 183
  178. 178. www.social3i.com | Seattle Washington blogMore Tools and Toys for Personal Branding
  179. 179. Namechk social3i Proprietary and Confidential 185
  180. 180. DandyID social3i Proprietary and Confidential 186
  181. 181. About.me social3i Proprietary and Confidential 187
  182. 182. Flavors.me social3i Proprietary and Confidential 188
  183. 183. www.social3i.com | Seattle Washington blogContact Info
  184. 184. social3i Management BiosAndy Boyer Xavier Jimenez Colin LamontIntegrated Marketing Integrated Marketing Integrated Marketing &Strategy & Planning Research & Ideation Mobile CampaignsAs Co-Founder of social3i, Andy Prior to co-founding social3i Xavier was Colin Lamont has 15 years directdevelops holistic social media Principal and Analytics Practice Head at marketing, e-commerce, and productprograms that are integrated into social media agency Spring Creek management experience in helping buildoverall marketing efforts. He was a Group in Seattle Washington. Xavier has and grow consumer products and services.Principal at social media worked with Fortune 500 brands like Most recently, he was the Vice President ofagency Spring Creek Group from ubid.com, RealNetworks, American Marketing at GotVoice, an Ignition Partners2007-2010, leading client campaigns Greetings, T-Mobile and Microsoft to funded mobile solutions company that wasinside Microsoft and other deliver deep consumer insights using successfully sold. An expert of integratedcompanies, developing short and emerging media measurement marketing, Colin leverages social medialong term social media strategies, technologies. As chief social intelligence outreach to support direct marketing,and recruiting a team of Engagement strategist, Xavier is tasked with qualifying branding, PR, speaking engagements andLeads and Community Managers. and transforming raw data from online events to cost-effectively grow companies.His previous experience is video, mobile advertising, widgets, blogs, Previously, Colin worked at RealNetworks,highlighted by six years in e- social networks, and other user starting in 1995, & culminating as Directorcommerce marketing at streaming generated content into deep customer of Consumer Marketing for the RealGamesmedia pioneer RealNetworks from intelligence. and GameHouse divisions in 2006.1996-2002.Twitter: @aboyer Twitter: @xjimenez Twitter: @social3iLinkedin: Add Andy to your network Linkedin: Add Xavier to your network Linkedin: Add Colin to your networkE-mail: andy@social3i.com E-mail: xavier@social3i.com E-mail: Colin@social3i.com social3i Proprietary and Confidential 190
  185. 185. Thank You Web: http://www.social3i.com Blog: http://social3i.com/blog Twitter: @social3i Email: andy@social3i.com Slides: www.slideshare.net/social3i Facebook: www.facebook.com/social3i social3i Proprietary and Confidential 191
  1. A particular slide catching your eye?

    Clipping is a handy way to collect important slides you want to go back to later.

×