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SocialMediaStrategies-Social3i-SVCSeattle-February2011
 

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This presentation was given by Social3i Consulting at a Seattle School of Visual Concepts Workshop called, "Social Media Strategies," in Feb 2011.

This presentation was given by Social3i Consulting at a Seattle School of Visual Concepts Workshop called, "Social Media Strategies," in Feb 2011.

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    SocialMediaStrategies-Social3i-SVCSeattle-February2011 SocialMediaStrategies-Social3i-SVCSeattle-February2011 Presentation Transcript

    • www.social3i.com | Seattle Washington blogDeveloping Social Media StrategiesSchool of Visual ConceptsFebruary 9, 2011Andy Boyer, Xavier Jimenez,Colin Lamont, Michael Neu
    • 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: • andy@social3i.com • www.Social3i.com • Twitter: @social3i Social SocialIntelligence & Ideation & Influencer Marketing Insight Planning Marketing Program Competency Development Training social3i Proprietary and Confidential 3
    • Agenda9:00 Section 1: Social Media 101 Why are We Here? Best Practices / Channel Overviews10:30 Email Break10:45 Section 2: Building Your Social Media Program Integrated Campaign Case Studies Frameworks Tools. Tips and Tricks12:00 Lunch12:30 Section 3: Learning About Your Brand, Market and Competiton Online Tool Demo: Utrack.it.1:00 YouTube Case Study – Jason Reid, Producer/Director of Sonicsgate1:30 Section 4: Social Media 201 – Adding Commerce to Your Campaign2:30 Real Life Case Study – Teatro Zinzanni“Social Media on a Shoestring”3:15 The Future: Social Games, Virtual Currency and More social3i Proprietary and Confidential 4
    • Word of WarningThings we won’t cover in detail:• How to make $1 Million as a professional blogger• How to spend 30 minutes making a video and getting 14.5 million views• Advanced CSS code and Blog customization• Writing FBML Code• Video Editing and Podcasting• iPhone App DevelopmentSVC has EXCELLENT classes in some of theseadvanced online skills social3i Proprietary and Confidential 5
    • www.social3i.com | Seattle Washington blogSection 1:SOCIAL MEDIA 101
    • www.social3i.com | Seattle Washington blogThe Social Marketing Imperative(Aka… Why are we doing this?)
    • 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 51% of consumers use the Internet even before making a purchase in shops Data: Nielsen Research / Comscore Media Metrix 2009 social3i Proprietary and Confidential 8
    • 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 9
    • News Now Travels 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 10 Page 10
    • The Mainstream Has Adopted Twitter social3i Proprietary and Confidential 11
    • And Even a Higher Power than Oprah social3i Proprietary and Confidential 12
    • Consumers want to say hi 21,000,000+ Fans! social3i Proprietary and Confidential 13
    • Social Phenomenon Go Mainstream social3i Proprietary and Confidential 14
    • Social Phenomenon Go Mainstream social3i Proprietary and Confidential 15
    • Social Phenomenon Go Mainstream social3i Proprietary and Confidential 16
    • Companies Mine Social for Memes social3i Proprietary and Confidential 17
    • Companies Mine Social for Memes social3i Proprietary and Confidential 18
    • ROI is Important social3i Proprietary and Confidential 19
    • www.social3i.com | Seattle Washington blogSocial Media Stats for Boardroomsand Cocktail Parties
    • Theme 1 - The Face of the New Internet is Social social3i Proprietary and Confidential 21
    • The Social Media Heavyhitters social3i Proprietary and Confidential 22
    • The Social Media Heavyhitters social3i Proprietary and Confidential 23
    • Marketing Budgets are Integrating Social social3i Proprietary and Confidential 24
    • Marketing Budgets are Integrating Social social3i Proprietary and Confidential 25
    • www.social3i.com | Seattle Washington blogSocial Media Channel Overviews /Examples of Best Practices
    • Quiz Time: Basic Logos We Need to KnowFacebook Twitter YouTube LinkedIn WordpressBlogger Wikipedia Foursquare MySpace Flickr social3i Proprietary and Confidential 27
    • social3i Proprietary and Confidential 28
    • Defining Channels(The Brian Solis Flower) social3i Proprietary and Confidential 29
    • Resources for the class:Delicious.com/social3i social3i Proprietary and Confidential 30
    • Twitter social3i Proprietary and Confidential 31
    • social3i Proprietary and Confidential 32
    • Comcast Cares social3i Proprietary and Confidential 33
    • Comcast Cares social3i Proprietary and Confidential 34
    • Comcast Cares social3i Proprietary and Confidential 35
    • The Taco Trucks…. social3i Proprietary and Confidential 36
    • Talking with Personalities social3i Proprietary and Confidential 37
    • Facebook social3i Proprietary and Confidential 38
    • Oreo social3i Proprietary and Confidential 39
    • Red Bull social3i Proprietary and Confidential 40
    • Golazo social3i Proprietary and Confidential 41
    • Golazo social3i Proprietary and Confidential 42
    • Facebook – The Metropolitan Grill social3i Proprietary and Confidential 43
    • Starburst social3i Proprietary and Confidential 44
    • Buying Friends: Papa Johns social3i Proprietary and Confidential 45
    • “Buying” Fans? – Papa John’s • 150k fans Day 2 • 100k fans Day 1 • Levels off` social3i Proprietary and Confidential 46 Page 46
    • What Happened• 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 47
    • Fail: Nestle’s Facebook Debacle social3i Proprietary and Confidential 48
    • YouTube social3i Proprietary and Confidential 49
    • 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 50
    • Blendtec social3i Proprietary and Confidential 51
    • 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 52 social3i Proprietary and Confidential 52
    • YouTube – Common Craft social3i Proprietary and Confidential 53
    • Fail: Motrin Backlash social3i Proprietary and Confidential 54
    • Blogs: Coca-Cola Happiness Machine social3i Proprietary and Confidential 55
    • Spreading the Happiness<object width="640" height="385"><param name="movie"value="http://www.youtube.com/v/lqT_dPApj9U&amp;hl=en_US&amp;fs=1"></param><param name="allowFullScreen"value="true"></param><param name="allowscriptaccess"value="always"></param><embedsrc="http://www.youtube.com/v/lqT_dPApj9U&amp;hl=en_US&amp;fs=1" type="application/x-shockwave-flash"allowscriptaccess="always" allowfullscreen="true" width="640"height="385"></embed></object> social3i Proprietary and Confidential 56
    • Listening and Discovery - Going offsite to findconversation already happening social3i Proprietary and Confidential 57
    • Blogging social3i Proprietary and Confidential 58
    • Blogging for Profit – Andru Edwards social3i Proprietary and Confidential 59
    • Other Blogging Platforms social3i Proprietary and Confidential 60
    • Blogging MathMonthly Pages Ads per Revenue Per Revenue PerUniques per UU page CPM Month Year 100,000 2.5 2 $ 3.00 $ 1,500.00 $ 18,000.00 Monthly Ads per Revenue Per Revenue PerPage Visits page CTR CPC Month Year 250,000 2 0.50% $ 0.50 $ 1,250.00 $ 15,000.00 social3i Proprietary and Confidential 61
    • Hosted Community: Dell Idea Storm social3i Proprietary and Confidential 62
    • Hosted Community: Mad Men Yourself social3i Proprietary and Confidential 63
    • Mad Men Yourself social3i Proprietary and Confidential 64
    • 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 65
    • Integration: Starbucks Conversation social3i Proprietary and Confidential 66
    • Integration: Starbucks social3i Proprietary and Confidential 67
    • Integrated Campaigns social3i Proprietary and Confidential 68
    • Integrated Campaigns - The Fun Theory social3i Proprietary and Confidential 69
    • Bing Jingle social3i Proprietary and Confidential 70 Page 70
    • Integrated Planning - TeatroZinzanni social3i Proprietary and Confidential 71
    • Fail (Or win?) Skittles goes all Social Day 1Page 72 social3i Proprietary and Confidential 72
    • Day 2Page 73 social3i Proprietary and Confidential 73
    • Day 3Page 74February 10, social3i Proprietary and Confidential 74
    • The ResultPage 75 social3i Proprietary and Confidential 75
    • Using LinkedIn for simple ground work social3i Proprietary and Confidential 76Page 76
    • LinkedIn social3i Proprietary and Confidential 77
    • LinkedIn Maps social3i Proprietary and Confidential 78
    • LinkedIn Signal social3i Proprietary and Confidential 79
    • Wikipedia –How REI Edits Their Page and Respects the Community social3i Proprietary and Confidential 80 Page 80
    • Fail: Whole Foods social3i Proprietary and Confidential 81
    • And We Still Haven’t REALLY Gotten To….iPadsAppsFlickrYelpBiznikPodcastsUstreamGroupon / Living SocialDigg / RedditEtc…… social3i Proprietary and Confidential 82
    • www.social3i.com | Seattle Washington blogSection 4: Building a Social Marketing Strategy
    • 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 84
    • 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. Go live., then ENGAGE ENGAGE ENGAGE social3i Proprietary and Confidential 85
    • 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 86
    • Example: Is SEO one of the goals? social3i Proprietary and Confidential 87
    • 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? 88 social3i Proprietary and Confidential 88
    • 3. What to Measure social3i Proprietary and Confidential 89
    • 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 90
    • 5. Determining Level of Effort/Time/Money social3i Proprietary and Confidential 91
    • 6. What will you share with the community?Eloqua on Slideshare.net social3i Proprietary and Confidential 92 Page 92
    • 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 93
    • 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 94
    • 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 95
    • Defining Channels(The Brian Solis Flower) social3i Proprietary and Confidential 96
    • www.social3i.com | Seattle Washington blogSupporting Tools for Execution
    • Listening and Discovery Toolwww.Paper.li social3i Proprietary and Confidential 98
    • DandyID social3i Proprietary and Confidential 99
    • Url Shorteners – Bit.ly ―Goo.gl , ow.ly , etc…‖ social3i Proprietary and Confidential 100
    • Twitter Tools – CoTweet social3i Proprietary and Confidential 101
    • Twitter Tools – TweetDeck (Also Hootsuite, Seemic) social3i Proprietary and Confidential 102
    • Twitter Counter social3i Proprietary and Confidential 103
    • Tube Mogul• Allows one upload to launch to the majority of the video sharing sites simultaneously.• Keeps stats on each of your channels that allows you to measure historically.• Limited plans are free and then paid plans offer increased reporting and site upload options.• http://www.tubemogul.com social3i Proprietary and Confidential 104 Page 104
    • www.social3i.com | Seattle Washington blogSection 4: Social Media Measurement:U-Track.it Live Demo
    • www.social3i.com | Seattle Washington blogJason Reid – YouTube Case Study
    • www.social3i.com | Seattle Washington blogSocial CommerceColin Lamont and Michael Neu
    • “If I had to guess social commerce isthe next area to really blow up" - Mark Zuckerberg social3i Proprietary and Confidential 108
    • Social Advertising – LinkedIn Social CommerceTarget by Geography, Company, Job Title, Groups, Gender, Age and more. social3i Proprietary and Confidential 109
    • 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 110
    • 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 111
    • Facebook AdvertisingBuilding Ads – Image Optimization Tips 1) Fill Space (Horizontal 110 x 80) 2) Faces (Up-close of faces do well if relevant) 3) Relevancy 4) Branding (Add branding to image, free) 5) Clarity 6) Zoom / Scale 7) Transparent or White Background 8) Contrast with FB Colors (Stand Out) social3i Proprietary and Confidential 112
    • Facebook AdvertisingBuilding Ads – Title & Copy Optimization Tips 1) Try One Line 2) Ask Questions & Elicit Reactions (Humor) 3) Short can be better 4) Clear with Offering & Why they should care 5) Reason to Click (Coupons, Offers, Giveaways) - #1 People Become Fans is Access to Promotions 6) Personalization in Ad Copy (Geo, Likes & Interests) 7) Tell them to “like” your brand 8) Call to Action 9) Sound like a Human not a Large Corporation social3i Proprietary and Confidential 113
    • Facebook AdvertisingA / B Testing • Define Measurement & Goals (Clicks, Fans, Signup, Sales) • Choose a Control (Starting Ad) • Create Test Ads. Change 1 variable (image, headline, etc) • Test Targeting Features • Statistical Significance (100+ clicks vs. 3) • Run Simultaneously • Don’t Assume FB suggested bid is correct • Cost of Ads (Time of Year, Targeting Depth, etc) • Optimize & Repeat! social3i Proprietary and Confidential 114
    • Social Commerce Social Media Promotions & Contests • Sweepstakes • Coupons • User Generated Contests (Crowdsourcing) • Product Giveaways • Trivia & Quizzes social3i Proprietary and Confidential 115
    • Social Commerce Facebook Page & Promotion Best Practices • Consistency with Campaigns Throughout Year • Change with the Seasons • Conversational social3i Proprietary and Confidential 116
    • Social Contests Prizes • Keep the Prize tied to the Contest • Keep it Interesting & Worth their Time • Multiple Winners Viral Myth • Status Updates & Interaction Needed • Offline Marketing Integration • Facebook Ads. #1 source. Sent to Contest Page social3i Proprietary and Confidential 117
    • Social Commerce Hosted Contests (Dream Wedding – User Generated) social3i Proprietary and Confidential 118
    • Social Commerce Full Branded Contest in FacebookWallTabPhotoShared Friends social3i Proprietary and Confidential 119
    • Social Commerce Donations or Payments with Status (Awareness) social3i Proprietary and Confidential 120
    • Social CommerceFacebook Credits “Facebook supports real-world transactions connecting well over 500 million users to the consumption of pretty much anything.” “Facebook credits currently cost $5.00 for 50 credits, and so forth, and can now even be purchased at 7-Eleven, over 20,000 CoinStar machines, Wal-Mart, Best Buy, to name a few.” social3i Proprietary and Confidential 121
    • $elling on Facebook-Up to 25% of a shopper’s online time is spent on Facebook-28% of all purchasing in last 6 months influenced by SocialMedia- The Value of Facebook Fans: - 41% more likely to recommend a brand - 28% more likely to continue using them - Worth on average $136.38 in yearly sales - Spends $71.84 more per year than non Facebook Fans - Nearly 40% of users Fan a brand on Facebook for deals, AND THEN - They are 60% more likely to recommend the brand to friends social3i Proprietary and Confidential 122
    • Facebook Store Feature Differentiation- Number of Facebook Fans- Number of Products and/or Categories- Payment Methods: PayPal, Google Checkout, CreditCards- Promotions: Coupons, Badges, Rewards, Flash Sales (ie.GroupOn)- Payment Location: Facebook Tab, Facebook App, Back towww Site- Social Media Integration: Facebook/Twitter post-purchase sharing- Design Customization- Inventory Integration: By Hand vs. CSV, Excel, etc.- Pricing: Free, Monthly Fee, % of Sales, etc. social3i Proprietary and Confidential 123
    • www.social3i.com | Seattle Washington blogIn Class Discussion – Teatro Zinzanni
    • www.social3i.com | Seattle Washington blogMatt Dallas - RealGames
    • 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 127
    • Thank You Web: http://www.social3i.com Blog: http://social3i.blogspot.com Twitter: @social3i social3i Proprietary and Confidential 128