Social Media for Startups - NWEN - Social3i - Feb2011

www.social3i.com | Seattle Washington blogSocial Media for StartupsFebruary 10, 2011Presented by:Andy Boyer and the social3i team

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.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, it is possiblethat some information is not accurately attributed. We apologize forany errors, and are not making any claims that all of the data in thispresentation is the original work of social3i Consulting.If you feel your work has been unfairly distributed or represented inthis presentation, please contact andy@social3i.com social3i Proprietary and Confidential 2

About Us• social3i is a small but nimble marketing services consultancy• We provide Large-scale brand analysis, audience research and social marketing programs for major global brands and mid-sized companies.• Focus on social commerce and delivering ROI based programs, not just brand impressions• Background with RealNetworks, Publicis, Microsoft, Photoworks, venture- backed startups, non-profits, and minor league baseball.• Join us: • www.Social3i.com • www.Facebook.com/social3i • Twitter: @social3i Social SocialIntelligence & Ideation & Influencer Marketing Insight Planning Marketing Program Competency Development Training social3i Proprietary and Confidential 3

Today’s Agenda• The Basics • Social Media key terms, players, and success stories • How companies are building and managing their reputation through social networking sites• Content • Examples of best practices in key social media channels• Planning • How to develop editorial calendars and steady streams of programming • Who to have manage your communties and how to efficiently manage those programs• Measurement • Monitoring tool Demo: Utrack.it social3i Proprietary and Confidential 4

www.social3i.com | Seattle Washington blogSection 1: BasicsThe Social Marketing Imperative(Aka… Why are we doing this?)

Theme 1 - The Face of the New Internet is Social social3i Proprietary and Confidential 6

The Social Media Heavyhitters social3i Proprietary and Confidential 7

The Social Media Heavyhitters social3i Proprietary and Confidential 8

The Social Web is influencing customer decisions 77% of all internet users participate in social networking sites Viewing on social sites has surpassed personal email usage 70% of consumers trust opinions, posted online, by other online consumers 3 million active Facebook Pages, with more than 1.5 million of them from local businesses. Data: Nielsen Research / Comscore Media Metrix 2009 social3i Proprietary and Confidential 9

Marketing Budgets are Integrating Social social3i Proprietary and Confidential 10

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 social3i Proprietary and Confidential 11 Page 11

The Mainstream Has Adopted Twitter social3i Proprietary and Confidential 12

And Even a Higher Power than Oprah social3i Proprietary and Confidential 13

Consumers want to say hi 22,000,000+ Fans! social3i Proprietary and Confidential 14

Content moves from Social to mainstream social3i Proprietary and Confidential 15

You can mine social for cultural memes social3i Proprietary and Confidential 18

You can mine social for cultural memes social3i Proprietary and Confidential 19

What Can Happen if You Don’t Have a Social Presence… social3i Proprietary and Confidential 20

ROI is Important social3i Proprietary and Confidential 21

Fail (Or win?) Skittles goes all Social Day 1Page 22 social3i Proprietary and Confidential 22

Day 2Page 23 social3i Proprietary and Confidential 23

Day 3Page 24February 10, social3i Proprietary and Confidential 24

The ResultPage 25 social3i Proprietary and Confidential 25

www.social3i.com | Seattle Washington blogSection 2: Best PracticesPart 1: Building a Foundation

Social Programs Span 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: • Vrowdsource 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. social3i Proprietary and Confidential 27

Quiz Time: Basic Logos We Need to KnowFacebook Twitter YouTube LinkedIn WordpressBlogger Wikipedia Foursquare MySpace Flickr social3i Proprietary and Confidential 28

social3i Proprietary and Confidential 29

Segmenting the Channels(The Brian Solis Flower) social3i Proprietary and Confidential 30

Choose where to focus efforts Awareness Referral Trial Your Startup Retention Evaluation Purchase social3i Proprietary and Confidential 31

www.social3i.com | Seattle Washington blogSection 2: Best PracticesPart 2: Case Studies - From Theory to Practice

Resources for the eIQ:Delicious.com/social3i social3i Proprietary and Confidential 33

Facebook social3i Proprietary and Confidential 34

Oreo social3i Proprietary and Confidential 35

Red Bull social3i Proprietary and Confidential 36

Golazo social3i Proprietary and Confidential 37

Golazo social3i Proprietary and Confidential 38

Facebook – The Metropolitan Grill social3i Proprietary and Confidential 39

Buying Friends to Spur Awareness social3i Proprietary and Confidential 40

“Buying” Fans? – Papa John’s • 150k fans Day 2 • 100k fans Day 1 • Levels off` social3i Proprietary and Confidential 41 Page 41

The Nestle Facebook Debacle• Environmental activist group Greenpeace has long been putting the pressure on Nestle to stop using palm oil• A provocative new Web video campaign (warning: may be a bit nauseating) on behalf of Greenpeaces U.K. arm targeted the food manufacturer as a threat to the livelihoods of orangutans, and according to Greenpeace, Nestle lobbied to have the video removed from YouTube, citing a copyright complaint.• Greenpeace supporters--whom the activist group had encouraged to change their Facebook profile photos to anti-Nestle slogans that often incorporated one or more of the companys food logos--started posting to the Nestle fan page en masse.• Nestle countered with a mild threat: "To repeat: we welcome your comments, but please dont post using an altered version of any of our logos as your profile pic--they will be deleted." social3i Proprietary and Confidential 42

Fail: Nestle’s Facebook Debacle social3i Proprietary and Confidential 43

Twitter social3i Proprietary and Confidential 44

social3i Proprietary and Confidential 45

Comcast Cares social3i Proprietary and Confidential 46

The Taco Trucks…. social3i Proprietary and Confidential 49

Talking with Personalities social3i Proprietary and Confidential 50

YouTube social3i Proprietary and Confidential 51

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 52

Blendtec social3i Proprietary and Confidential 53

WillItBlend 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) - DirectorsPage 54 social3i Proprietary and Confidential 54

YouTube – Common Craft social3i Proprietary and Confidential 55

Listening and Discovery - Going offsite to findconversation already happening social3i Proprietary and Confidential 56

Why you need to be honest… social3i Proprietary and Confidential 57

Blogging social3i Proprietary and Confidential 58

Blogging for Profit – Andru Edwards social3i Proprietary and Confidential 59

Integration: Starbucks Conversation social3i Proprietary and Confidential 60

Integration: Starbucks social3i Proprietary and Confidential 61

Integrated Campaigns social3i Proprietary and Confidential 62

Hosted Community: Dell Idea Storm social3i Proprietary and Confidential 63

Hosted Community: Mad Men Yourself social3i Proprietary and Confidential 64

Mad Men Yourself social3i Proprietary and Confidential 65

Mad Men Yourself Results• The Mad Men Yourself site received a whopping 1 million unique visitors.• Out of those 1 million, 600,000 of them created avatars — not too shabby for what’s essentially just a silly toy.• The first episode garnered 3.3 million viewers, and went on to become one of Nielsen’s Top 10 timeshifted primetime TV programs with a 57.7% increase in viewership. social3i Proprietary and Confidential 66

Blogs: Coca-Cola Happiness Machine social3i Proprietary and Confidential 67

Spreading the Happiness<object width="640" height="385"><param name="movie"value="http://www.youtube.com/v/lqT_dPApj9U&hl=en_US&fs=1"></param><param name="allowFullScreen"value="true"></param><param name="allowscriptaccess"value="always"></param><embedsrc="http://www.youtube.com/v/lqT_dPApj9U&hl=en_US&fs=1" type="application/x-shockwave-flash"allowscriptaccess="always" allowfullscreen="true" width="640"height="385"></embed></object> social3i Proprietary and Confidential 68

Integrated Planning - TeatroZinzanni social3i Proprietary and Confidential 69

LinkedIn – IPO 2012… social3i Proprietary and Confidential 70Page 70

LinkedIn social3i Proprietary and Confidential 71

LinkedIn Maps social3i Proprietary and Confidential 72

LinkedIn Signal social3i Proprietary and Confidential 73

Wikipedia –How REI Edits Their Page and Respects the Community social3i Proprietary and Confidential 74 Page 74

Social Advertising – LinkedIn Social CommerceTarget by Geography, Company, Job Title, Groups, Gender, Age and more. social3i Proprietary and Confidential 75

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 76

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 77

And We Still Haven’t REALLY Gotten To….iPadsAppsFlickrYelpBiznikPodcastsUstreamGroupon / Living SocialDigg / RedditEtc…… social3i Proprietary and Confidential 78

www.social3i.com | Seattle Washington blogSection 3:Content Development /Integrating Social Into Your Marketing Plan

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 80

A Checklist(One Blueprint, not necessarily the DEFINITIVE Blueprint)1. Define a Goal.2. Start listening to the conversations3. Figure out who and what you will measure4. Decide upon a target audience.5. Determine your budget – time and money.6. How much control will you give up?7. Develop Corporate Policies8. Evaluate internal staffing options and available content.9. Choose your social brand.10. Set up a dedicated email address, lock down your urls.11. Build an editorial calendar.12. Engage. Engage more. Engage. social3i Proprietary and Confidential 81

1. Defining Goals • What are we trying to do? • Who do we want to reach? • How do we grade whether we’re being successful? social3i Proprietary and Confidential 82

1. Definine a Goal 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 83

Example: Is SEO one of the goals? social3i Proprietary and Confidential 84

Key Social Performance Indicators• Awareness & Education: Are we contributing to the overall awareness of the brand, the product, and its features?• Trial: Are we driving new significant and high-quality experiences with the product?• Loyalty: Are we driving repeat visits to/sessions with the product?• Engagement: Are we driving engagement with our consumers through communities and connections?• Evangelism: Are we creating evangelists that will share the brand’s and product’s virtues to others? 85 social3i Proprietary and Confidential 85

3. What to Measure social3i Proprietary and Confidential 86

4. Determine Your Target Audience 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 • Vrowdsource 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 87

5. Determining Level of Effort/Time/Money social3i Proprietary and Confidential 88

6. What will you share with the community?Eloqua on Slideshare.net social3i Proprietary and Confidential 89 Page 89

7. Develop Internal Best Practices DocumentsExample: Best Practices for Company BloggingTip #1. Recruit multiple bloggersEffective blogs are updated frequently. But many small marketing teamsstruggle to find the time to continually feed the beast. Having multiplecontributors ensures your blog will be a compilation of multipleviewpoints and relevant expertise that attracts a variety of readers. TipTip #2. Enforce regular postingMaintaining a consistent schedule is essential to a successful bloggingstrategy. Get the CEO on board.Tip #3. Share metrics and reward successRun internal contests to single out the blogger whose post was sharedthe most. Shares the metrics from the team’s blogging and socialefforts to show the rest of the company how important theircontributions are.Source: Marketing Sherpa social3i Proprietary and Confidential 90

Fine Details8. Evaluate internal staffing options and available content.9. Choose your social brand.10.Set up a dedicated email address, lock down your urls. social3i Proprietary and Confidential 91

11. Build Editorial CalendarEditorial Calendar Date Offline Retail Group Aggregated Blog Facebook (In Twitter (In YouTube Foursquare Event Content on addition to addition to Web Site general replies and discussion) discussion)Sun 1/10Mon 1/11Tues 1/12Wed 1/13Thurs 1/14Fri 1/15Sat 1/16Sun 1/17Mon 1/18Tues 1/19Wed 1/20Thurs 1/21Fri 1/22Sat 1/23Sun 1/24Mon 1/25Tues 1/26Wed 1/27Thurs 1/28 social3i Proprietary and Confidential 92

Now Engage in the Channels social3i Proprietary and Confidential 93

www.social3i.com | Seattle Washington blogSection 4:Measurement, aka, the ROI Argument

What is the secret to successful social media measurement? social3i Proprietary and Confidential 95

ilter • Use social media monitoring tools to collect and process data • Collect and organize information in an attempt to mirror current audience Focus on a few specific topic areas segmentation or keywords that are most relevant • Attempt to collect as much data as possible, from the least amount of to your audience topics.Filter [scan the social media universe]

nalyze • Compare and Contrast Conversation Volume of Audience and Competitors • Track CTR and Conv. Rate within Seek to validate whether current Communities of interest as key marketing messaging Engagement metrics frameworks/strategies are • Monitor Audience Perception and Brand resonating with online audiences Sentiment changes over timeAnalyze [identify opportunities]

ocialize • Gather team feedback in a Socialize information in a common/shared common place space to allow team members to ideate & • Evaluate, elevate and promote collaborate based on their own perspective ideas in common place • Let the best ideas drive content testing and optimizationSocialize [Team Ideation & Collaboration]

est • Refine listening to focus only on conversations of supreme interest • Participate in social activities that drive engagement of core audience groups Get out into the field, and • Report on KPI’s [volume, engagement, get messy! sentiment, optimize [wash-rinse-repeat]Test [observe & report, wash-rinse-repeat]

www.social3i.com | Seattle Washington blogContact Info

social3i Management BiosAndy Boyer Xavier Jimenez Colin LamontIntegrated Marketing Integrated Marketing Integrated Marketing &Strategy & Planning Research & Ideation Mobile CampaignsAndy Boyer was a Principal at social Prior to co-founding social3i Xavier was Colin Lamont has 15 years directmedia agency Spring Creek Principal and Analytics Practice Head at marketing, e-commerce, and productGroup from 2007-2010, leading client social media agency Spring Creek management experience in helping buildcampaigns inside Microsoft and other Group in Seattle Washington. Xavier has and grow consumer products and services.companies, developing short and worked with Fortune 500 brands like Most recently, he was the Vice President oflong term social media strategies, ubid.com, RealNetworks, American Marketing at GotVoice, an Ignition Partnersand recruiting a team of Engagement Greetings, T-Mobile and Microsoft to funded mobile solutions company that wasLeads and Community Managers. deliver deep consumer insights using successfully sold. An expert of integratedHis previous experience is emerging media measurement marketing, Colin leverages social mediahighlighted by six years in e- technologies. As chief social intelligence outreach to support direct marketing,commerce marketing at streaming strategist, Xavier is tasked with qualifying branding, PR, speaking engagements andmedia pioneer RealNetworks from and transforming raw data from online events to cost-effectively grow companies.1996-2002. As Co-Founder of video, mobile advertising, widgets, blogs, Previously, Colin worked at RealNetworks,social3i, Andy develops holistic social social networks, and other user starting in 1995, & culminating as Directormedia programs that are integrated generated content into deep customer of Consumer Marketing for the RealGamesinto overall marketing efforts. intelligence. and GameHouse divisions in 2006.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 101

Thank You Web: http://www.social3i.com Blog: http://social3i.blogspot.com Twitter: @social3i social3i Proprietary and Confidential 102

Social Media for Startups - NWEN - Social3i - Feb2011

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Social Media for Startups - NWEN - Social3i - Feb2011 Presentation Transcript