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  • HootsuiteMulti-faceted (plug into mostly anything social)Team collaboration with tasks associated (Scale) Twitter, Facebook, LinkedIn, Ping.fm, Wordpress & more
  • Diana – max links (degree centrality) most connected – connector or hub – number of nodes connected – high influence of spreading info or virusHeather – best location powerful figure as broker to determine what flows and doesn’t –single point of failure – high betweeness = high influence – position of node as gatekeeper to exploit structural holes (gaps in network)Fernado & Garth – shortest paths = closeness – the bigger the number the less centralEigenvector = importance of node in network ~ page rank google is similar measure
  • Community Manager is also StorytellerPast: Facilitated story creation through activating community discussions, sharing member stories within the community. In the past, storytelling on an internal level wasn’t heavily emphasized.Present: Seeks out and shares the most relevant and meaningful stories of community members with the entire community and within company walls. Future: Will be soughtout more heavily and will work to show internal and external community players not only how things are being done, but why they’re being done and their impact on the bigger picture.Action Steps:Align business objectives.Develop progress reports.Establish emotional investment.

Transcript

  • 1. Social Media Marketing Practice Using the tools and advanced concepts Day 2 www.facebook.com/suresh.sood ssood Hero5! twitter.com/soodywww.bravenewtalent.com/talent/suresh_sood www.linkedin.com/in/sureshsood Geektoid Mangala "frequent reader" suresh.sood@uts.edu.au
  • 2. Rules of the new marketing (SMMP) using social media1. Authenticity2. Advocacy3. Marketing is real time conversations and feedback4. Brand is the conversations
  • 3. Social Data & Human to Human• profiles (who you are)• friends (who youre connected to)• activities (what you and your friends are doing)• human-to-human connections – friending – following – activity feeds – Gadgets or applications
  • 4. Social Objects –> Social Gadgets via iGoogle• Updates show you what your friends are up to by sharing gadgets, photos, ratings, and more from the social gadgets on your iGoogle page• Social gadgets post to updates page – Share info: – Play games: play friends and track high scores across a group of players – Work together: To-Do List gadget See same information as friends and collaborate on projects
  • 5. A New Mental Model of Marketing and S-Commerce ?Lecinski , Jim (2011) Winning the Zero Moment of Truth - ZMOT (Enhanced Version) [Kindle Edition With Audio/Video](online Kindle edition for $0.00 and download at bit.ly/0moment) Search engines Social media Affiliates Stimulus First Second Moment of Moment of Truth Truth Pre-shopping | In-store | In-home At shelf Experience In-store, destination or travel agent Which becomes the next person’s ZMOT 5
  • 6. experiences services goodscommodities The Experience Economy Pine & Gilmore, 1999
  • 7. “…According to the spreading activation model of Collins and Loftus (1975), the concepts (or brands in this case) are represented in memory as nodes…”“Most of what we know we don’t know we know. It usually seems that weconsciously will our actions, but this is an illusion” (Wenger, Daniel 2002) 7
  • 8. Before commencing social activities• Create list of brand association words (what others say or if starting from scratch desirable vocabulary)• Decide upon your social object• Generate a list of users likely to follow and share content• Why are we doing social media?☐ Brand Amplification/establishing voice☐ Customer Acquisition☐ Customer Retention☐ Social Commerce☐ Business Transformation☐R&D☐ Always connected to customers via mobile/desk/tv
  • 9. Areas for Discussion1. Listening or monitoring your brand on social media2. Pintrest3. Blogging4. Video sharing and YouTube5. Social networking using Facebook6. LinkedIn7. Twitter8. Putting all social media together9. Content analysis and insight from social media10. New science of online social networks11. Social media campaigns and effective brand presence12. Brands as communities on your own platform
  • 10. Importance of KeywordsPrior to listening, an important starting point is to determinethe vocabulary (both online and offline). The vocabularyrepresents the unique words used in the business and bycustomers. Unless the business is in the same category thevocabulary is unlikely to be similar. Further, the culture of thebusiness seperates the vocabulary one business from anotherbusiness even if they are operating in similar areas. Keywordsand tagging are the cornerstone of users being able to locateyour content with relative ease when searching for relevantinformation.Keyword data is at the foundation of the vocabulary. To assistwith the keyword searches consumers are conductingworldwide Google provides access to a variety of toolsincluding Google “suggest”. A variety of third partiesincorporate the Google capabilities to help refine keywords.
  • 11. Useful Keyword Tools• Google represents the world’s largest purchasing intention database or at the least the best we have available.• http://ubersuggest.org/ postions as “Suggest on accelerator pedal” helps provide keyword ideas.• Review Google trends and insights – Google Insights for Search compares search volume patterns across regions, categories, times and properties. – “Breakout” means a change in search volume growth greater than 5000%.• The most popular and highly visible tool is the Google Adwords tool: https://adwords.google.com/select/KeywordToolExternal Global Market Finder combines Google Translate and Google Insights for search: translate.google.com/globalmarketfinder/index.html• Listening means understanding your brand within conversations. To find people in G+ talking about your brand use Google search terms – < brand > site:plus.google.com• Take a look at Google Zeitgeist for 2011 – at www.google.com/zeitgeist. – Familiarise yourself with the fastest rising searches for 2011 in Asia• Hashtags allow people to easily find and aggregate tweets related to the event being covered. Hashtags are completely ad hoc and do not require a registration process. Hashtags represent a topic area of interest and Facebook and G+ use the same approach.
  • 12. Superfine Segmentation by Facebook using # Facebook Segmentation by precise interests ( 19 March 2012) and age > 18 Interest Global UK Germany Russia France Hong Kong Malaysia Singapore Australia #Thailand 6,500,000 78,340 44,880 4,240 48,890 22,520 115,240 28,160 48,300 #Thai 2,200,000 22,860 14,100 660 22,140 3,720 34,820 13,360 17,160 Language Muay 1,300,000 64,420 38,000 1,460 48,400 6,600 38,400 8,320 40,300People with interests in Thailand and Thai have suggested likes and interests:#Indonesia , #Bodyslam (band), #Malaysia, Bodyslam, #Vietnamese language, #BangkokPeople with interests in Muay Thai Boxing have suggested likes and interests:#Rajadamnern Stadium, #Brazilian Jiu-Jitsu, #Kathoey, #Mixed martial arts, #Lumpinee Boxing Stadium and Brazilian JiujitsuKey social networks vary by country and Facebook is not the largest in select markets e.g. China, Germany, Austria, Russia and Korea
  • 13. Potential Listening Sources for Dashboard Google News news.google.com.my/
  • 14. Check out namechk.com for popularsocial media sites. Discuss with othersnearby 3 social sites you do not know.Alternatively, you can use know’em
  • 15. This universal symbol seen across the webidentifies an RSS (Really Simple Syndication) feed.The updates from a web site in any format arepushed to you. RSS offers benefits all round toconsumers seeking large amounts ofcontent, publishers looking to generatesubscription content and advertisers seeking toavoid challenges of email spam and searchengines. Consumers using social media are able toproduce RSS feeds of content e.g. photo sharingsites or blogs.While a number of different methods and toolscan be used to read RSS feeds the simplest andmost flexible is the use of Google Reader.
  • 16. Interesting RSS Sources and BundlesBundles (samples)• http://www.google.com/reader/bundle/user/15427156273978935247/bundle/Travel%20Bloggers• http://www.google.com/reader/bundle/user/15605101198529024869/bundle/LeTourneau%20Land%20TrainsBBC• http://www.bbc.co.uk/news/10628494Star feeds by subject• http://thestar.com.my/rss/Malaysian Insider• http://www.themalaysianinsider.com/rss-feedsMalaysia Today• http://malaysia-today.net/rssAustralian top restaurants (De Groots)• http://www.bestrestaurants.com.au/xml/rss/• http://www.bestrestaurants.com.au/xml/feed/dining-specials-australia.xmlDirectories• http://www.feedzilla.com/gallery• http://www.thefreedictionary.com/_/rss-directory.htmFlickr-RSS Feed Generatorhttp://www.degraeve.com/flickr-rss/
  • 17. Google Reader – Cheats• Help – Video tutorials (www.youtube.com/GoogleReaderHelp) – googlereader.blogspot.com/ – “?” help at any time for short cuts• Track real-time updates to web sites, social networks and blogs via RSS feeds• Trends ( read,click,share,email, mobile and lifetime)• Capture any web pages via notes• Share with friends via shared item page (public or private)• Browse for stuff (feed bundles) and create your own bundles to share or embed in blog• Add subscription (left sidebar) and review (right side) delete via manage subscriptions• New items bold• Expand/list• View all posts or only unread posts “new items" or “all items”• Reader player – new, all, star, like, share or by category and shows recommendations• Feedly web (application) wrapper for Reader
  • 18. PostRank• Analyses social statistics from readers online (like you) to determine what is worth reading. Whether professional or personal interest aim is to minimise information overload.
  • 19. Google Spreadsheet for ListeningTo read an RSS feed into a spreadsheet:Type the URL of any feed into cell A1In cell A2 enter =ImportFeed(A1, “Items Title”, FALSE, 10) This is title of last 10 stories incolumn A.Also, =ImportFeed("http://search.twitter.com/search.atom?q= chris+brogan","","",20)OR = importFeed("search.twitter.com/search.atom?q=Malaysia+Events”)=ImportFeed("http://www.bestrestaurants.com.au/xml/feed/ featured-restaurants.xml" )Translate & Language detection=GoogleTranslate("Hola, ¿cómo estás?","es","en")=DetectLanguage("Hola, ¿cómo estás?)
  • 20. Google Spreadsheet for Listening II• Try importing Wikipedia data as follows in Google Spreadsheet: =ImportHtml ("http://en.wikipedia.org/wiki/Demographics_of_India", "table",1)• Vary the number beween 1 to say 20 and get a feel for the ability to directly capture live Wikipedia data.• Try these table list extractions from other public web pages:=importHTML ("http://www.interbrand.com/en/BestRetailBrands/2011.asp", "table",1)=importHTML ("http://asiancorrespondent.com/429/top-100-brands-of- india/","list",10)
  • 21. Network analysis of airline tweetsAccess Twitter Archiving Google Spreadsheet TAGS v3 via http://mashe.hawksey.info/2012/01/twitter-archive- tagsv3/ or directly from http://bit.ly/twitter_archiveYou are required to make a copy for your own use.Upon opening ensure the TAGS menu is availableOn the Readme/Settings sheet (starting in cell B9): Search term = what you areseeking1. Cathy pacific2. Air AsiaLeave the “No. results” = 1500 (maximum twitter allows) Do not worry about the restof the parametersFor each of the airlines review the archive, summary and dashboard.
  • 22. Social Dashboards• Try your own brand relevant keywords using the following free tools in addition to Google reader/spreadsheet:• Netvibes• Addictomatic• IceRocket• HootSuite (mobile is free desktop is subscription)• iGoogle• For lightweight applications new media publishing apps – Flipboard – Paper Li – Blogging platform (e.g. Posterous) with html embed code
  • 23. Online monitoring optionsHootSuite University Promo Coupon : HOOTUPSYDNEYInstructions to apply promo code http://help.hootsuite.com/entries/21944741-adding-a-hootsuite-university-promo-coupon 3 months of free HootSuite Pro and HootSuite University 24
  • 24. Areas for Discussion1. Listening or monitoring your brand on social media2. Pintrest3. Blogging4. Video sharing and YouTube5. Social networking using Facebook6. LinkedIn7. Twitter8. Putting all social media together9. Content analysis and insight from social media10. New science of online social networks11. Social media campaigns and effective brand presence12. Brands as communities on your own platform
  • 25. “Why agents *travel+ should take an interest in Pinterest” Dori Saltzman, 19 March 2012, www.travelmarketreport.com Pintrest - A visual bookmarking website – check out Thailand http://pinterest.com/search/?q=THAILANDContent curating (collecting) Product boards for Travel sellersresources for travel agents or “inspiration boards” for travellers Content research Social interaction with people Pintrest Psychographics (Experian Mosaic) “Boomers and Boomerangs” baby boomers and young adult children - 10% to 20% of Pinterest users likely to pin travel plans and photos “Babies & Bliss,” parents in their 30s and 40s with large families - pin things related to deals on high-quality products, brands and life conveniences “Families Matter Most,” mostly young, middle class families with active lifestyles – pin things relating to easy recipes, child-friendly activities and healthy living.
  • 26. Areas for Discussion1. Listening or monitoring your brand on social media2. Pintrest3. Blogging4. Video sharing and YouTube5. Social networking using Facebook6. LinkedIn7. Twitter8. Putting all social media together9. Content analysis and insight from social media10. New science of online social networks11. Social media campaigns and effective brand presence12. Brands as communities on your own platform
  • 27. Posterous Usage• Email photos, videos, text, documents, audio, music just about anything to : post@posterous.com• The username in the email address (left hand side) determines where email gets “Autoposted” – posterous@posterous.com (no autopost) – Email a service twitter@posterous.com to Autopost to service type. – multiple services twitter+facebook@posterous.com to Autopost all services listed• Creative use e.g. www.punchpizza.com/, chevrolet.posterous.com/ & Tweetdeck• Posterous Groups applications – SME intranet, team planning, VIP-advocates, volunteers
  • 28. Areas for Discussion1. Listening or monitoring your brand on social media2. Pintrest3. Blogging4. Video sharing and YouTube5. Social networking using Facebook6. LinkedIn7. Twitter8. Putting all social media together9. Content analysis and insight from social media10. New science of online social networks11. Social media campaigns and effective brand presence12. Brands as communities on your own platform
  • 29. YouTube LeanbackYouTube interface designed for Google TV or anyother big screen. The great thing about YouTubeLeanback is that it doesnt requireinteraction, so you can quickly watch the videosadded to the queue or the latest videos fromyour subscribed channels.
  • 30. Susan Boyle “United Breaks Guitars” Old Spice The Man Your Man Could Smell Like Diasporahttp://www.nydailynews.com
  • 31. Video – Industrial blenders to Teenage ReviewsVideo is an essential component of social media marketing activities andsupports community development in Facebook.Learnings exist from Diaspora (see kickstarter.com)Susan BoyleBlendtechconsumers posting reviews on video sites www.expotv.com/videos/reviews/7/73/Apple-iPad/316235Beyond music and reality tv show clips authentic reviews of products receiveconsiderable interest from subscribers. Queens of Haul is a young teenagerreceiving considerable interest with over 25M visitors to her channel and 75Mvideo views (www.youtube.com/user/AllThatGlitters21).
  • 32. YouTube Stats http://www.socialbakers.com/youtube-statistics/ Digg (V3) Front Page Statistics Digg V3 Top Users YouTube Subscriber & Viewer Statshttp://www.socialbakers.com/youtube-statistics/
  • 33. Areas for Discussion1. Listening or monitoring your brand on social media2. Pintrest3. Blogging4. Video sharing and YouTube5. Social networking using Facebook6. LinkedIn7. Twitter8. Putting all social media together9. Content analysis and insight from social media10. New science of online social networks11. Social media campaigns and effective brand presence12. Brands as communities on your own platform
  • 34.  Signing up Facebook Basics Securing Facebook Timeline = profile + wall Pokes Notifications Friends, Unfriends & Lists Like/unlike Pages News Feed Status Updates Notes Tagging (status and notes) Apps Deleting Account
  • 35. Areas for Discussion1. Listening or monitoring your brand on social media2. Pintrest3. Blogging4. Video sharing and YouTube5. Social networking using Facebook6. LinkedIn7. Twitter8. Putting all social media together9. Content analysis and insight from social media10. New science of online social networks11. Social media campaigns and effective brand presence12. Brands as communities on your own platform
  • 36. • Beyond recruitment LinkedIn• Event creation and promotion• Marketing via Groups• Review most active groups• Strengthen network via interests
  • 37. Areas for Discussion1. Listening or monitoring your brand on social media2. Pintrest3. Blogging4. Video sharing and YouTube5. Social networking using Facebook6. LinkedIn7. Twitter8. Putting all social media together9. Content analysis and insight from social media10. New science of online social networks11. Social media campaigns and effective brand presence12. Brands as communities on your own platform
  • 38. Twitter Found Data and Predictive Google Flu Trends
  • 39. Aus/NZ Tweeting Habits When ? Happiest ?Count of Tweets Proportion of Tweets with +ve emotion Hour of Day City Swears Most? Which City is Sad ? Proportion of Proportion of Tweets Tweets With profanity with sadness
  • 40. Which Archetype ?Proportion of TweetsWith archetype count of tweets
  • 41. Linguistic Inquiry & Word Count : “junk words” in content http://www.liwc.net/liwcresearch07.phpCognitive complexity = zexcl + ztentat + znegate + zdiscrep zinclDepression = zI + zphyscal + znegemo – zposemoLiar = – zself – zother – zexcl + znegemo orHonesty = zself + zother + zexcl - znegemo - zmotionFemale = zself – zsixltr +z other + znegate – zarticle – zpreps + zcertain + zsocial + zpresent – zspace – zoccup + zhome – zmoneyAging = zposemo – zI + zsixltr + zcogmech + zexcl + zfuture – zpast – ztimePresidential = zsixltr – zwps – zunique – zpronoun – zself – zyou – zother – znegate + zarticle + zprepSlatcher, R.B., Chung, C.K., Pennebaker, J.W., & Stone, L.D. (2007), Winning words: Individual differences in linguistic style among U.S.presidential and vice presidential candidates, Journal of Research in Personality, 41, 63-75. 43
  • 42. Areas for Discussion1. Listening or monitoring your brand on social media2. Pintrest3. Blogging4. Video sharing and YouTube5. Social networking using Facebook6. LinkedIn7. Twitter8. Putting all social media together9. Content analysis and insight from social media10. New science of online social networks11. Social media campaigns and effective brand presence12. Brands as communities on your own platform
  • 43. IFTTT• cloud-based web workflow creator building on existing social APIs creating an aggregation of sophisticated and distributed tasks.• If [this thing happens on one service], then [do that on another service].• IfThisThenThat lets all online stuff work together to do more interesting stuff.
  • 44. Example recipes or patterns• FourSquare checkins to show up in my Google Calendar• When Facebook profile picture changes, update Twitter profile picture.• Syncing Google+ public posts to Twitter• Download all attachments from gmail (to Dropbox)• Starred Google Reader to Note• Keeping all the images you upload to FB photos in one safe place• Twitter fav to evernote• When a new book is added to Kindle Top 100 Free eBooks, send me an email.• Store favorite videos #video #dropbox• Add email photo to wordpress blog• flickr2twitter• Gmail me 10 Things To Know This Morning• Receive email when Rain Or Snow Is coming• Send Facebook Photos That You Are Tagged In To Dropbox• Create An Evernote Archive Of Your Tweets
  • 45. Social Analytic Tools
  • 46. TwentyFeet – Aggregation of Social Stats• Twitter • bit.ly dashboard – Key Performance Indicators – Reputation indicators – Referrers – Conversations – Targets – Following analysis – Lists • Google Analytics dashboard – More details• Facebook – Users friends or Pages fans – Users conversations• YouTube – Key Performance Indicators – Videos and Subscribers – Ratings – Viewers – Gender – Viewers – Age – Viewers – Location
  • 47. Areas for Discussion1. Listening or monitoring your brand on social media2. Pintrest3. Blogging4. Video sharing and YouTube5. Social networking using Facebook6. LinkedIn7. Twitter8. Putting all social media together9. Content analysis and insight from social media10. New science of online social networks11. Social media campaigns and effective brand presence12. Brands as communities on your own platform
  • 48. Word Clouds• Head over to Wordle to pull data from some of the RSS feeds you experimented with earlier, web page or Delicious bookmarks. Wordle allows you to revisit a Wikipedia entry or any feed providing a word cloud. The word size represents the frequency of occurance.• Visualising the trends in text data, communicate aspects of the text not previously recognized with visual impact. Other options exist to allow change of colour or font. Analysis of blog postings or tweets over a period of time reveals patterns not previously considered. This simple approach allows the incorporation of qualitative social data with existing reporting. In a similar vein, try Tagxedo and Tagcrowd for your social data sources of choice.• TweetStats is easy to use by entering any Twitter handle. This allows comparison between different users. To understand what the tweets are about get an idea of what you tweet about TweetStats provides access to a “Tweet Cloud” and a “Hashtag Cloud” showing the most frequent terms, user names and hashtags.
  • 49. Psychology of Words• Linguistic Inquiry and Word Count (LIWC)• Perform linguistic analysis liwc.net/liwcresearch07.php• Analyze words (www.analyzewords.com) – Emotional – Social – Cognitive• TweetPsych uses both LIWC and RID (Regressive Imagery Dictionary) to determine the mental characteristics of the person writing tweets
  • 50. Areas for Discussion1. Listening or monitoring your brand on social media2. Pintrest3. Blogging4. Video sharing and YouTube5. Social networking using Facebook6. LinkedIn7. Twitter8. Putting all social media together9. Content analysis and insight from social media10. New science of online social networks11. Social media campaigns and effective brand presence12. Brands as communities on your own platform
  • 51. Social Network Representation• Primary focus is actors & relationships # actors & attributes• Nodes (Actors) connected by Links (Ties/relationship or edge) Adjacency list• Links represent flows or transfer – material goods or information 1 1: 2 Graph or 2: 1, 3 sociogram 2 3: 2 3 Adjacency matrix 1 2 3 Actors 1 0 1 0 Relationship 2 1 0 1 1 = presence of link 3 0 1 0 0 = no direct link
  • 52. Key Network Measures Diana’s Clique krackkite.##h (modified labels)• Degree Centrality• Betweenness Centrality• Closeness Centrality• Eigenvector Centrality Connector (hub)Contractor ? Vendor Broker Boundary spanners
  • 53. Extracting Social Networks from E-mail– Most used on-line communication application– E-mail is a semi-structured document • Header for sender identification – Form: ‘Bill Stoddard’ <reddrum@attglobal.net> • Subject • Receiver • Date & Time B A • E-mail body is an unstructured format – Ontology & NLP is necessary M B A e C M e B A C M e C
  • 54. Facebook and LinkedIn Visualisation• Take a few minutes to visualize your Facebook networks using any/ all: – vansande.org/facebook/visualiser/ – www.touchgraph.com/facebook – http://apps.facebook.com/friendwheel/• Extraction of Facebook data – http://apps.facebook.com/namegenweb/ or netvizz• The linkedIn visualisation – inmaps.linkedinlabs.com/network
  • 55. MyWebCareeronline service discovers, evaluate, and manage online data to assist your professionalonline brand. The online footprint comprises references on corporate websites, blogposts, press releases, and business/social network profiles. The service uses linkanalysis, visualization, and semantics technologies to rapidly evaluate and exploreyour professional data.The output is linked to allow exploration of a merged view across multiple socialnetworks, Web properties and search engines. The analytics provides reporting on:Merged Career and Social Graph: Breakdown of People & Company Connections LinkedIn: Top Connected Companies LinkedIn: Top Connected Industries Facebook: Top Connected Companies Search Results: Themes Search Results: Companies Search Results: People Search Results: Product & Technology
  • 56. Suspect List, Data Sources & Killer Profile • Police Incident reports (multiple jurisdictions) • Phone records • Financial information18,000,000 • Intelligence information • Interviews with : – Witnesses – suspects – confidential informants • Satellite imagery 230 • probably drove a four wheel drive vehicle to access the remote bush tracks • had some knowledge of the forest • the same gun was used to kill two victims. (A rare US-made Ruger 10/22 rifle) 18 million 32 – RTA vehicle records – Gym memberships – Gun licensing ++
  • 57. Network Structure:Connectivity of 171 Marketing Researchers
  • 58. Core Members - 57 Net Core Network Actors Positioned 2 Steps from Central Actor MS AL EG BN FLR V V MLD AL EG BN FLR V WL V DA GLE SI HB WI WD V V MDR V V V WL YL V HH DA GLE SI HB HCP DS MK FD WI WD PAC BR NP V MLG MDR V V V G V SA TP HV YL HL JJ V V HH V APH AH WDT FD SD V V SM HAL PAC V MOK V V MLG AK RT FW TJA G V TJ V GHG HEP V MP SA HM HV V V V MT HL JJ MF CB V WK V V V V FP APH AH SR V SPR CAL GP V JN V V V SD V V PRJ BP V SM V HAL
  • 59. Hypothesis What Happens if We Take Out JJ ? MS AL EG BN FLR V V MLD V WL V DA GLE SI HB WI WDMDR V V V YLV HH FD DS MK PAC V MLG G V SA HV V V APH AH V V HAL
  • 60. NodeXL - Excel 2007 template for viewing and analyzing network graphs www.codeplex.com/NodeXL
  • 61. NodeXL Options
  • 62. Connectors• People with • Roles – broad and wide social – Information/knowledge networks sources and dissemination – frequently communicate – Social pressure in – credible influencers creating group norms – Interested in discovering – Social support in trying and telling other about and using new things. relevant new ideas Gladwell, Tipping Point
  • 63. April 2010 “Peer Influence Analysis” Two Types Of Mass Influencers
  • 64. Tipping Point – Malcolm GladwellType of person Characteristic Mavens Message givers Connectors Social glue Salespeople Persuaders
  • 65. Do influentials really exist ?“If word of mouth is like a radio signal broadcast over thecountry, Influentials are the strategically placed transmittersthat amplify the signal, multiplying dramatically the numberof people who hear it.”Keller & Berry, in The Influentials, 2003 “Cascades do not succeed because of a few highly influentialindividuals influencing everyone else, but rather on accountof a critical mass of easily influenced individuals influencingother easy-to-influence people.Watts & Dodds, Journal of Consumer Research, 2007
  • 66. Klout and influenceA variety of online measures are available for assessinginfluence in topical areas. The most well known measure insocial networks is Klout providing measures of influencebased on Facebook and Twitter. Review the Klout scores for: @lifeguardhoppo @lindadee @Misslindadee
  • 67. Areas for Discussion1. Listening or monitoring your brand on social media2. Pintrest3. Blogging4. Video sharing and YouTube5. Social networking using Facebook6. LinkedIn7. Twitter8. Putting all social media together9. Content analysis and insight from social media10. New science of online social networks11. Social media campaigns and effective brand presence12. Brands as communities on your own platform
  • 68. Clicking, checking or new users ?Create a spreadsheet indicative of your Facebook page withsuitable parameters for:Unique Visitors per monthChecking visits per person monthClicking FB pages per person per visit per monthTotal Page ViewsTime spent on FB per month for your entry/siteTotal page views = f (visitors, checking and clicking)Review the number of page views as a result of:Additional users, additional visits per month or additional pageviews per visit.In the absence of any figures available to you use:100,000 visitors, checking 7 times per month and clicking 20.
  • 69. More Clicking, Checking or New Users ?More checking => Comments Forums RSS feed New content at random timing Email alerts (non-real time)More clicking => Display random content
  • 70. Social TV – Session 2 Flight of ConchordsAn early example of converging social media and television is theflight of Conchordes. In 2009 HBO used social media to build buzz for the season 2 showthe flight of the Conchords. A "lipdub" contest(www.youtube.com/flightlipdub) encouraged fans to upload videosof lipsyncing to "Hiphopopotomas vs. Rhymenoceros."The best of the clips from 200+ submissions were edited togetherinto one "fansterpiece" (masterpiece) for airing on tv.Amazingly, no lavish prizes exist for the winners just ten seconds offame. The activity used Facebook, Digg, Twitter, Delicious, andfriend emails to spread word-of-mouth across social networks. Thecurrent Facebook page has well over 1 million fans.
  • 71. Week 2 stats• Total Researchers: 371 (+71 since last week)• Total Active Data Collections: 262 – (169 Streaming, 59 REST, 34 Curated Collections) (+37)• Total finished Data Collections: 36 (+23)• Total number of tweets in Database: ~33,234,149 (+15m)• Total number of users in Database: ~14,437,195 (+7m)• Number of tweets including the word “bieber”: too many• Database size: 28.7 GB (x2)• Current rate of growth ~ 15 million tweets a week… or about 15 gigs a week.
  • 72. 140kit
  • 73. Areas for Discussion1. Listening or monitoring your brand on social media2. Pintrest3. Blogging4. Video sharing and YouTube5. Social networking using Facebook6. LinkedIn7. Twitter8. Putting all social media together9. Content analysis and insight from social media10. New science of online social networks11. Social media campaigns and effective brand presence12. Brands as communities on your own platform
  • 74. Launching a Social Network Service (community)0. Mobile1. Photos, Videos, Latest Activity, Members, and Events2. Keywords for discoverability3. Welcome centre4. FAQs5. Moderation e.g. suspend members, own user moderation6. Kick start with champions/evangelists/passionates7. Latest activity8. Giveaways e.g. book from authors/guest visiting library9. Monitor registrations10. Members/volunteers as moderators11. Link to main web site12. Promote content via email, Twitter & Facebook13. Share content on Facebook
  • 75. Social Objects• Blogging• Business• Dating• Pets• Photos• Videos• Religious• Social/Entertainment
  • 76. The benefits of social community brand equity social build enduring and intimate brand commerce relationships accountable commercial outcomes Own community knowledge research & management development generate, aggregate, disseminate generate ideas, develop insights, test organisational knowledge strategies
  • 77. Leveraging community coupons recommendations people who peer rating bought this forums and reviewscustomsupport loyalty@twitter.com wish lists clubs brand strength socialFacebook like newsletters build enduring, positive commerce loyalty and intimate brand accountable commercial relationships outcomes clubs network Own marketing Community incentives targeted knowledge insights & development memberwiki management generate ideas, develop insights, test generate, aggregate, disseminate strategies, track and measure brand surveys organisational knowledge health featureknowledge guided wishlistsbase chat user Pilot studies feature ratings (prototype ratings samples)
  • 78. Community – Intellectual Disability Sources of Funding (Version 1)  Quality Services  Raising Awareness Family Service Networks Providers Research 150 employees Intranet under development Knowledge Base of Dialogue SocialPractices of similar organisations Conversationse.g. UK, USA, AustraliaConversation calendar Ad Hoc /special meetings: FAQs 1. Dialogue with other service providers 2. Allied health conversations Donations 3. Sharing experiences Funds 4. Events 5. Questions and responses 6. Family support network UN rights for Disability Regulatory Framework
  • 79. Social CRM Social Networking Platforms And Online Group Services 1. Member profiles 2. Blog: Collaborative blog 3. Forum discussion 4. Shared calendar 5. Photo galleries 6. VideoGartner Magic Quadrant for Social CRM (June 2010) nouhailler.wordpress.com/2010/10/15/social- networking-platforms-and-online-group-services/
  • 80. Ning Implementation
  • 81. Free Open Source Social Network Engines Elgg Open Source – www.elgg.org• open source is often difficult to set up (pretty normal for free)• Elgg is an open source social networking platform• Plugin-in based widgets and additions• No coding required if you don’t want to• Coding possible if you want to• some LAMP knowledge required• Profiles, Activity streams, (micro) Blogging, Groups & Discussions, Pages, Photo & Video Gallery…
  • 82. Groups
  • 83. Microblogging
  • 84. Real-time updates :on site, groups and channel activity.
  • 85. Rich, informative profiles foremployees, managers and partners
  • 86. Existing ImplementationsGovernment Businesses* Oxfam * The Executive Lounge * Royal College of British Architects * Australian Government * Hedgehogs.net * British Government * Hill and Knowlton * Federal Canadian Government * Institute of Executive Coaching * MITRE * Interactive Games & Entertainment * New Zealand Ministry of Education Association * State of Ohio, USA * Live Out There * The World Bank * UNESCO * UnltdWorld * United Nations Development Programme * Wiley Publishing * Canadian Employment and Immigration Union * Tides Canada
  • 87. Popular “Out of Box” Own Brand Community Platforms• Elgg• Social Engine• Ning
  • 88. Community ManagerServe customers through listening and responding to needs vs marketing or advertising.Focus on launching and growing the community through:Invite creators and influencers to become charter members of the communityCreate evangelists through providing exclusive access to new information,attendance at pre-launch party and have them provide feedback for future initiativesStart community with conversations and have community manager encourage sharingstories of problems, overcoming issues and successesEnsure community can be readily found with links from web sites, blogsand other popular social media.Accelerate community adoption through existing marketing efforts includingemails newsletters and create a sense of urgency. 97
  • 89. our mission is to invent the next generation of ecommerce:integrated experiences that leverage the store, theweb, and mobile, with social identity being the glue. We areat an inflection point in the development of retailing. Socialmedia and the mobile phone will have as profound an effecton the trajectory of retail in the early years of the 21stcentury as did the development of highways in the earlypart of the 20th century. @WalmartLabs, which combinesWalmart’s scale with Kosmix’s social genome platform, is ina unique position to invent and build this future. May 3 , 2011 , http://anand.typepad.com/datawocky/