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SMMP session in KL, Malaysia

SMMP session in KL, Malaysia

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  • Social graph in the following order: you, your social network friends, friends-of-friends, your followers, and the overall community.Wall Street feed – simple way to navigate social network of friends social gestures and your –efficient, increased engagement , increases importance of attention info c.f. banking – remember fuss around news feedGoogle Open Social Attention Streams (already included in Plaxo Pulse) - MySpace Friends Updates -Netvibes Activities-LinkedIn Network UpdatesHigh social engagement vs traditional media (radio, tv, print, outdoor) with low engagement. This is about dialogue, interactivity, informality, people + technology & niche NOT Tradigital for mass using push, automation & technology only. Social Media Marketing practice centres around – networks, communities, blogs and microblogging. Traditional business functions can be socialised e.g. legal, supply chain, R&D, HR…Social Strategy (Media) - through sharing; engaging; building relationships and influencingincrease our reach, influence and relevancecreate ambassadors to support and promote what we dopersonalise interactionsencourage and grow communities through a critical mass of active cultural and scientific participants maximise revenuechange our work models from one-to-one communication to many-to-many communicationmove from providing information to creating shared meaning with audiences
  • McLuhan notesThe content of any new medium is some older medium. “The content of the telegraph is print, and the content of print is writing. The content of writing is speech, and the content of speech is thought (McLuhan 1964, 8).“No medium has its meaning or existence alone, but only in constant interplay with other media.”Understanding Media, p. l26The medium is the message.The medium determines the content of communication.The medium is the massage.The medium has the power to manipulate our perceptions of the world.The medium is the mass-age.Mass communication has become the dominant form of interaction.Some examples of how messages are crafted to conform to the medium.Film and TV action/violence.Windows interface and “multitasking.”The e-book.
  • This is transforming our behavior from the active, "seek, search, consume" paradigm to the more passive, stream-styled model of consumption. Jason Shellen, CEO of Thing Labs, points out that the move is from explicit activities on the web (search) to implicit information consumption via the activity streams.
  • 1000 passionate fans told 10 friends who told 10 friends 100,000 people who have been told by someone they trust and care aboutReasons to Forward an Email:Humour: 78%A Recommendation 50%Involve in a Competition 49%Earn yourself Benefits 15%Raise money for a charity 15%Sex 11%Make you feel appreciated 10%Join a Petition 10%Embarrass them 10%Source: Sharpe Partners/BurstonMartsteller
  • User generated content (UGC) includes info, product reviews, exclusive or special pricing,promotions, registrations as key elements of social engagement toengender conversations amongst influencers and prospectsShopping communities use social networks for customer acquisitionBazzarvoice is a technology infrastructure player powering reviews on a variety of sites helping customers include consumer reviews as part of marketing activities as well as customer testimonials and articles (how to )
  • Flirtomatic example whereby unstructured feedback provides deeper insightWe canmanageme and analyse of customer data from social sourcesto activate and reinvigorate marketing activitiesContextual insights – are conclusions from data coinciding with a deep understanding of the businessStatisticalinsights - Hypotheses about customers and the business based on analysis of large volumes of data
  • Combine traditional and social data to create a Social CRM Build social fields into customer contact informationTrack social media interactions with customers.Understand where customers hang with social media dataCollect customer feedback from social channels.
  • Malaysia Facebook demographics -The largest age group is currently 18 - 24 with total of 4 240 335 users, followed by the users in the age of 25 - 34.There are 54% male users and 46% female users in Malaysia, compared to 52% and 48% in Japan and 51% and 49% in Taiwan .
  • The ability to disperse and share information through social platforms and do it using real-time tools is shifting the focus of content from “historical” news to real-time events.
  • Content Curation is not new - this is what links on a page were to us back in the 90sNow it’s automated – lots of debate on human curationvs computer curation (computers scalePaper liTwitter & Facebook Aggregator Decent User Interface Easy & Free Curation More Features NeededFlipboardMaster Aggregator Amazing User Interface Easy Curation Not Corporate Yet… As revolutionary as Caxton printing press will revamp :Training, handbooks, reference guides, product guides, manualsRich content, commercial ValueMulti-media experienceSearchable, indexed CredibilityDirect links to experts Also, think Mobile we will discuss UK stats shortly from December released over weekend. Social Media moving rapidly to be the gateway to web content Facebook has replaced her newspaper as the go-to place for relevant news in Susie’s life. It's not hard to imagine a near future where Facebook (and sites like it) also replace a lot of the ways we use atomized search.For people who are deeply immersed in social media, social networks are already a much heavier influence on personal choices—where to visit, what concert to attend--than traditional advertising. Which means that your organization's website--a brochure out in the wilderness of the Web--is only going to remain relevant and useful as a marketing piece if it is being referenced in the social context of your users' lives. the next generation of Web users may find what they want by using their social network rather than a search algorithm. Social Media changes way we deal with web and in a sec we see mobile.
  • The key is to focus on the relationships and connections that are enabled, not the technologies. Thesocila thing is the use of the technology Think about the kind of relationship that you want. Do you want it to be short term and transaction, or long-term and intimate?FlutterScape.com is the world's first social experience marketplace sharing and selling interesting items from Japan. Connects sellers and buyers not simply through traditional transaction, but through the universal language of adventure and narrative.Organic vs StaticEmotional vs DataRelationships vs TransactionsContinuum vs Viral Campaigns
  • To create a dynamic forum remember in accordance with 90-9-1 you require 3 or 4 active based on sourcing from 300+ users signed up for the forum
  • The results of the current study clearly show that the publicity effectiveness of blogs is higher than that of online magazines—a symptom of a new logic wherein media, marketing, and consumers are joined in friendships. Consumers follow their “fashionable” blogger friends and, as long as the bloggers genuinely follow brands, their readers form friendships with the brands as well. Blogs, in effect, provide a testimony to this logic that nei- ther media nor marketers can ignore.The use of social media requires marketers to take a step back from traditional campaign thinking and focus more on relationship building. The study conclusively shows that the publicity effectiveness is superior in social media as compared to “traditional” online media. There is a similarity between social-media marketing and WOM adver- tising. In each case, the unbiased nature of the sender—and other perceptions of his or her credibility—play a greater role in social media than in traditional media.This study displayed clearly how the writer–brand relationship and writers’ credibility affected readers’ perceptions of brand publicity on blogs. These find- ings highlight the need for transparency of blogs and other social media. For con- sumers, it is essential that the information is unbiased—originating from “people like me”—rather than a corporate-spon- sored online presence (cf. Allsop et al., 2007).For consumer watchdogs and govern- ment regulators, the unbiased nature of the endorsements has become equally impor- tant. Coincidental with the growth of the social media, many companies began sponsoring social media in exchange for endorsements of their products (Arango, 2009). Various advocacy groups have called for stricter oversight of such mar- keting practices (Joshi, 2009). Noting the growth and importance of social media, the U.S. Federal Trade Commission moved to regulate marketing within that environment: Social media endorsers now are compelled to disclaim any “material connection” with the brands they endorse (Arango).The use of social media requires marketers to take a step back from traditional campaign thinking and focus more on relationship building. Public-relations practitioners end up in traditional media by reason of news-generating spectacular advertising campaigns, press releases, sponsored competitions, and the like. By contrast, for publicity to find a credible spot on blogs, placement efforts need to begin with genuine relationships with the bloggers.Finding “fashionable friends” online takes time and effort. The return of those investments, however, could provide mar- keters with a new kind of far-reaching effective publicity generated by blog pro- ducers who similarly devote both time and effort to promoting the brands they believe in.Colliander and Dahlen (2011), Following the Fashionable Friend :The Power of Social Media Weighing Publicity Effectiveness of Blogs versus online Magazines, Journal of Advertising Research, pp. 313 – 320.
  • http://wikifashion.com/wiki/Main_Page (see popular brands and new pages) – Brisbane based. & wikiscannerHow Can You Use Wikipedia?•Create unbiased articles about your company, executives and important news stories> Web site traffic increase•Cross-reference your articles with related articles > New user discovery•Reputation managementSubscribe to updates to monitor changes Manage photos, links, content, etc.
  • http://wikifashion.com/wiki/Main_Page (see popular brands and new pages) – Brisbane based. & wikiscannerHow Can You Use Wikipedia?•Create unbiased articles about your company, executives and important news stories> Web site traffic increase•Cross-reference your articles with related articles > New user discovery•Reputation managementSubscribe to updates to monitor changes Manage photos, links, content, etc.
  • Seek ideasSolve issues or improve experiences with product or service Entertainment
  • Penalty notices under “about us” !SUMO SALAD MLC CENTRE - Fail to display potentially hazardous food under temperature control - wraps displayed at 11.2C, tuna at 14C, lamb at 17.2CM & X BUTCHERY) SHOP TG5 PRINCE CENTRE 8 QUAY STREET HAYMARKET 2000 – Fail to hold the required licence to carry on a food business or activity - operating retail meat premises without a licenceFail to comply with the requirements of a food safety scheme - did not protect food from contamination, meat stored outside in unprotected unrefrigerated areaOpinions about a particular hospital or other health service : 18486The site began in 2005 and is funded by hospitals who subscribe to access the information and analyses of the data.
  • PodcastsCommunication with subscribed listenersEncourage sales & conversion ratesSupport nurture programAbility to offer richer content, greater loyaltyDifferentiateAppeal to long tail niche
  • Take Fb as sample social network – 4 key entities : communities ,users, Applications & Albums (friends can be tagged) Make the page simple but effective Add contacts and build a group Buy advertising space and very cost effective and targeted Promote and sell in facebook marketImport blogs into feed Advertise events Not unrealistic to get about a 1,000 visitors per month from these steps. Breaking social marketing rules ??? Resist Gordon effect !Communicate (but not to just sell!)Try not to hi jack freely shared info for lead generation or 1:1 mktg
  • Individual updatemicro-sharing– social networking tools and systems that enable listening, awareness, communication and collaboration between people, through short bursts of text, links, and multimedia content. – surprisingly powerful way to connect people to one another for corporate benefit.Pistacho Consulting Original Microsharing Report “Enterprise Microsharing Tools Comparison” November 2008, Laura Fitton“me”centric presence collective intelligenceGet answers fastReal time listening and learningSillos overcome via social seamingManage without walking aroundAmbient Intelligence – Constant Awareness –Micro updatesWhen integrated with enterprise software and other core business applications, microsharing can fundamentally improve operating efficiency, employee retention, company culture and professional development for individual and team contributors.
  • Twitter is the microsharing industry leader, the de-facto lingua franca for related applicationsMicroblogsTwitter is not the only microblog platform plenty of others including Yammer for internal use Short burst of information that others might be interested in knowingWhat you’re working onResearching/readingNeed help withSome non-business stuffhttp://beta.twittervision.com/http://twitoaster.com/country-au/ for Aussie twitters Build real relationships by replying, retweeting, and joining discussionswww.twitterfall.comTweetstatsPredictor for blogs
  • http://analyzewords.com/RT, or retweetTo help share cool ideas via Twitter and to give a shout-out to people you respect, you can repost their messages and give them credit. People call that retweeting (or RT), and it usually looks something like this: “RT @Username: Original message, often with a link.” Retweeting is common, and it’s a form of conversation on Twitter. It’s also a powerful way to spread messages and ideas across Twitter quickly. So when you do it, you’re engaging in a way people recognize and usually like—making it a good way to connect.Hashtag (#)Twitter messages don’t have a field where you can categorize them. So people have created the hashtag—which is just the # symbol followed by a term describing or naming the topic—that you add to a post as a way of saying, “This message is about the same thing as other messages from other people who include the same hashtag.” Then, when somebody searches for that hashtag, they’ll get all of the related messages.For instance, let’s say you post, “Voted sixty times in tonight’s showdown. #AmericanIdol.” Your message would then be part of Twitter search results for “#AmericanIdol,” and if enough people use the same hashtag at once, the term will appear in Twitter’s Trending Topics.Companies often use hashtags as part of a product launch (like #FordFiesta), and conferences and events frequently have hashtags associated with them (like #VRPS).Shortened URLsWith just 140 characters at your disposal, Twitter doesn’t give you much room to include URL links—some of which are longer than 140 characters themselves. If you post a link on Twitter via the website, sometimes we automatically shorten the URL for you. There are also a number of services—URL shorteners—that take regular links and shrink them down to a manageable length for tweets, and some even let you track clicks.
  • Social Flow (management tool)Best Time & Content For a Tweet or Facebook Post- Metrics & Reporting- Acts on Real-time Intelligence- Great Dashboard Analytics- Tip: Can Try Now with Beta Offertweetdeck, a free tool that enhances your productivity with Twitter. What I like about Tweetdeck is that it allows you to have multiple columns with separate groups and/or searches. I keep a column dedicated to anyone who mentions the word “Brand” in their tweet. You can see what people are talking about in general. You can also connect with other club members, by creating a Tweetdeck group (which shows up in a column) where you can manually add club members.
  • Credible business referral NetworkProfessional outpostTool for content syndicationLong tail groups and communitiesKeys include connections and credible content
  • 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
  • Participation Inequality (Jakob Nielsen )90% of users are the “audience”, or lurkers. The people tend to read or observe, but don’t actively contribute.9% of users are “editors”, sometimes modifying content or adding to an existing thread, but rarely create content from scratch.1% of users are “creators”, driving large amounts of the social group’s activity. More often than not, these people are driving a vast percentage of the site’s new content, threads, and activityFor participation on Amazon see: http://www.amazon.com/review/top-reviewers-classicOf 100 visitors10 will become members1 will generate contentFacebook users have ~200 friends thus ~2 of friends contribute content
  • Mutliple screensSocial results in interactive channel Extend compliment tv video Concurrent synchronised social conversations
  • 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.+ other rolesSocial media compliance officerSocial business specialistContent curator
  • Combine traditional and social data to create a Social CRM Build social fields into customer contact informationTrack social media interactions with customers.Understand where customers hang with social media dataCollect customer feedback from social channels.

KLSMMPday1 KLSMMPday1 Presentation Transcript

  • Social Media Marketing Practice suresh "frequent reader" GreatMystery14 Suresh S. soody soody www.facebook.com/sureshsood ssood Hero5! twitter.com/soodywww.bravenewtalent.com/talent/suresh_sood www.linkedin.com/in/sureshsood scuzzy55 Geektoid Mangala suresh.sood@uts.edu.au http://www.slideshare.net/ssood/KLSMMP
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  • 21st Century Applicability of The Anthropomorphy of Destination the Interaction Model: Does Brands : Building the Emotional Link with Pervasiveness Of Social Consumers through Film and Social Media In B2B Marketing Media, November 2010 Increase Business Dependency On The Interaction Model? Special Issue on: "Uncovering Nonconscious Meanings and Motivations in the Stories Tourists Tell of Trip and Destination Experiences‖ Guest Editors: The Death of Social Media in Start-Up Companies and the Rise of S-Commerce: Convergence of E-Commerce, Complexity and Social Mediahttp://www.sustainabletourismonline.com/52/sales-and-distribution/global-tourism-and-travel-distribution-changes-impacts-and-opportunity-for-australian-tourism
  • Agenda – SMMP (stage 1)1. Marketing transition for 20122. Social Search3. Tools and tactics of SMMP4. Facebook fan marketing5. Google Plus6. Twitter and implications for real time marketing7. B2B Social Networking (LinkedIn)8. Best Practices in Social Media9. Social Graph10. Social Customer Relationship Management11. Location Based Platforms12. Future implications and where will the jobs come from ? 5
  • IP TV & Mobile - 2014 Connected TV Shipments to Grow at CAGR of 58 Percent through 2014 with the Asia-Pacific region is the driving force, with CAGR of over 60% and representing almost half of global shipments by 2014. Gross transaction value of mobile payments in Asia Pacific to rise to $316 billion in 2014. According to forecasts, the combined global market for mobile payments is expected to exceed US$1 trillion by 2014, with over one billion users in that year.Share with friends. Boxee makes it easy for friends to share their favoritemovies, TV Shows, and songs with each other, on Boxee or on socialnetworks like Facebook and Twitter.
  • “Wearable computers” Project Glass prototype Travel or Event Substitution a Reality• Google prototype is a motion-sensitive headset integrating GPS capabilities, Siri-style voice command and a camera• Device available to consumers ~ 2014• Wearables open a new front in the platform war with competitors ( e.g. Apple and Facebook) disrupting the vast global eyeglasses marketworth $96bn by 2015.• Simplification of video-conferencing in work or home• Prescription glasses benefit from instant focus-switching capabilities and opticians gain a stream of real-time data from patients Source: Google+
  • Social Media Marketing Practice is not Conventional Marketing “a many-to-many mediated communications model in which consumers can interact with the medium, firms can provide content to the medium and, in the most radical departure from traditional marketing environments, consumers can provide commercially oriented content to the medium.” Hoffman & Novak, 1997 8
  • The Content is the AudienceIn speaking about the mass media of the day, McLuhan stated ―the content is the audience.‖It’s an amazingly prescient statement. While the mass media most prominent inMcLuhan’s time incorporated a one-to-many broadcast model, he understood thatultimately it was still up to each audience member to control their intake of thatmedia, and to contextualize it in a way that made sense in their own world view.Facebook and the like simply extend this natural capability that media in general(and the people who consume media) have.Social media explicitly take the one-to-many and make it many-to-many. Thecontent of social environments is the same as the content of a house party, or acoffee shop. They are about you. In fact, ALL media have ALWAYS been aboutyou — they are about what you choose to pay attention to how you make sense ofit in your life.McLuhan saw that half a century ago. Others are still figuring it out.Source: http://mediadriving.com/2009/01/26/what-marshall-mcluhan-knew-about-social-media-that- technology-experts-today-dont/ 9
  • Rules of the new marketing (SMMP) using social media1. Authenticity2. Advocacy3. Marketing is real time conversations and feedback4. Brand is the conversations
  • The benefits of social media marketing practice brand equity Social commerce build enduring and intimate brand accountable commercial outcomes relationships Social media marketing knowledge management research & development generate, aggregate, disseminate organisational generate ideas, develop insights, knowledge test strategies 11
  • …Blogs are like conversations with friends. You share what you feeland what excites you about certain things. Its almost as good asbeing there. The fact that others can Google your topic and read islike tuning into a television station. We all want to know whats out there. Whos doing what,shopping where and what products help others. Blogs are justanother way to share all the great things, not so great things andjust a part of who we are. An outlet if you will. The blogispherecommunity is all connect and we make contacts in many ways.Through posts, through twitter conversations, through smaller nitcommunitys, live web casts, and through conferences that we metin person. We make many friends and help each other with lot oftopics. Many of us are Mom bloggers who stay at home and haveno way of making new friends or communicating with others untilwe found blogging. Blogging creates friendships and thats whatmakes us real and connected. 40 year old Mom blogger “nightowlmama” (#260) 13
  • Facebook or Twitter ? The Psychology of You• Survey 300 people online 70% Europe and others from N. America and Asia• 207 women 18 – 63• Personality based around "Big Five” factors• Personality explains 10-20% way participants use the sites. Other factors e.g. intelligence and motivation big influence• People who used Facebook mostly for socialising tended to score more highly on sociability and neuroticism (consistent with past research suggesting that shy people use the site to forge social ties and combat loneliness).• Twitter correlated with higher sociability and openness (but not neuroticism) and with lower scores on conscientiousness.• Social Twitter usage more as a form of social procrastination• overall preference for Twitter or Facebook? – need for cognition" tended to prefer Twitter – higher scorers in sociability, neuroticism and extraversion tended to prefer Facebook• Facebook is the more social of the two social networking sites, whereas Twitter is more about sharing and exchanging information.Source: Hughes, D., Rowe, M., Batey, M., and Lee, A. (2012). A tale of two sites: Twitter vs. Facebook and the personality predictors of social media usage. Computers in Human Behavior, 28 (2), 561-569
  • ―…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) 15
  • Spreading Activation of “Sporty” Car BMW VW R32 135i Germanfun to drive impressive Sporty all-wheel acceleration drive Cars excellent Subaru handling Chevy Impreza Cobalt SS WRX Baumgartner, H (2011)
  • Archetypes, Story Gists, and Brand Examples Archetype Story Gist Brand Examples (not from consumer perspective)Ultimate Strength When an obstacle is there, it must be overcome, Timex— “It takes a licking and keeps ticking. strength must be proven in use.The Siren Power of attraction, linked with the possibility of Allure by Chanel; Envy by Gucci destructionThe Hero Fortitude, courage, and victory; a journey and Michael Jordan and Nike shoes; Joe DiMaggio transformation and Mr. Coffee; Power Puff Girls; Forrest GumpThe Anti-Hero Universal message of destruction and attraction Heavy metal icons; Howard Stern; Jerry Springer; of evil; the bad dude Oakland Raiders; Che Guevara; Harley-DavidsonThe Creator Creative inspiration and the potency of Coca Cola—the real thing; Walt Disney; Kleenex imagination; originality; authenticThe Change Master Transformation, self-improvement and self- Curves—workout stores for women; Gillette’s mastery Mach 2 Razor; Porsche 911The Powerbroker Authority, influence and domination—the world’s CNN; E.F. Hutton; Bill Gates; Microsoft leading -….; the best …; number oneThe Wise Old Man Experience, advice and heritage; staying the test Levi’s; Obi-Wan Kenobi of timeThe Loyalist Trust, loyalty and reassurance Coca Cola and “Mean” Joe Green with boy of 12 TV commercial; I Love Lucy; Friends TV sitcomThe Mother of Goodness Purity, nourishment, and motherly warmth Just Juice; Ivory Soap; Tropicana Orange Juice; Aunt Jemima; Fairy Godmother; Witch of the East; Snow WhiteThe Little Trickster Humor, non-conformity, and the element of Dennis the Menace; Bart Simpson; Pee-Wee’s Big surprise Adventure; SpongeBob SquarePantsThe Enigma Mystery, suspense, and uncertainty Zorro; Abercrombie and Fitch; Star Trek Source: Developed in part from several chapters in Weretime (2002).
  • 3 6 A £ 1000 £ 150 2 4 5 7 Textualizing the Contexts 1. Pollee shopping in store at Beauchamp Place and1 spots a Versace coat on sale for very low price that she is able to try-on because no anti-theft device 8 is attached to the coat; Versace’s image sits on top of Pollee’s head. 2. After buying coat, Pollee goes to Rigby & Peller and buys luxury-sexy lingerie. 3. Pollee calls boyfriend and buys takeaway food to 9 take to his place. 4. Pollee stops at loo and transforms in to a Siren by… 5. Taking-off dress and wearing only coat with lingerie to surprise boyfriend. 6. Pollee talks to boyfriend on cell phone. 7. Police stop Pollee for talking on cell while driving. 8. Pollee explains wearing coat in summer by telling officer that she is traveling to a vicars and tarts party. 9. Pollee arrives home to see her boyfriend watching football on TV; takes off coat, shows him her transformation; they embrace and have sex. Textualizing the Visual Contexts of Pollee’s Shopping, Buying, and Using Versace Cashmere Coat/Lingerie Source: Original visual structure that follows from Figure 3 template in Woodside, Sood, and Miller (2008)
  • D + Story enactment, gist, that follows Siren plot and consumer-brand unconscious/conscious interactions Stage 5 Stage 4 B Stage 6 C Line of consciousness / unconsciousness Stage 3 A Brand, visual message, and Stage 1 mono-scenic story Stage 2 portrayalConsumer, Pollee, with unconscious/conscious desire to enact archetype Archetype: Siren Brand and Consumer Interacting in Storytelling Production of Siren Archetype Source: Original visual structure that follows from Figure 3 template in Woodside, Sood, and Miller (2008)
  • Theory and Research on Consumer Reports of Interactions with Brands and Experiencing Primal Force Suresh Sood, 2010 20
  • Detecting flu trends using search engine query data (intentionality) 22
  • Twitter and Marketing Predictions• Tweets is “found data” without asking questions• More meaning than typical search engine query•• Large numbers of passive participants in natural settings• Twitter can predict the stock market (Lisa Grossman, Wired, Oct 19 2010)• Predict movie success in first few weekends of release – “…it also raises an interesting new question for advertisers and marketing executives. Can they change the demand for their film, product or service buy directly influencing the rate at which people tweet about it? In other words, can they change the future that tweeters predict?” Tech Review, http://www.technologyreview.com/blog/arxiv/25000/ 23
  • 7 S’s of Social Media Marketing Practice 1. Social Graph6. Service Dominant 2. Story Feed (Stream) & Sharing Stories 7. Social Commerce 5. Social 3. Social Gesture(being vs. having) 4. Social Object 24
  • The Facebook Newsfeed (Stream)Being able to quickly parse through what your friends are up to, in line,and in reverse chronological order is the cleanest and simplest way tonavigate a social net. (The News Feed - A Powerful UI Innovation, Fred Wilson, December 10,2007)Today were ready to declare The Newsfeed the dominant internetmetaphor of the day; the cascading waterfall of updates from your friends,with comments swirling even around those - that model is everywherenow!(Having Conquered Flickr & Yahoo, "The Newsfeed" Is Now the Dominant Info-Metaphor of Our Time, Marshall Kirkpatrick,Read Write Web, October 16, 2008)A method for displaying a news feed in a social networkenvironment is described. The method includes generating newsitems regarding activities associated with a user of a social networkenvironment and attaching an informational link associated with atleast one of the activities, to at least one of the news items, as wellas limiting access to the news items to a predetermined set ofviewers and assigning an order to the news items. The methodfurther may further include displaying the news items in theassigned order to at least one viewing user of the predeterminedset of viewers and dynamically limiting the number of news itemsdisplayed. (US Patent 20080040673, Zuckerberg et al.) 25
  • What is a Feed Story? (Facebook Guidelines)• A Feed story describes a single specific action between an actor and an object. Examples: – "Peter joined the cause Leukemia and Lymphoma Society." – "Ari posted a song to Serkans profile." – "Peter thanked Ronnie for his donation."• A Feed story contains valuable information that the actor wants to share and others want to consume.• A Feed story is well-designed, succinct, and if appropriate, features an attached piece of media that further describes the action or the object of the action. Examples: – "Peter joined the cause Leukemia and Lymphoma Society." – "<Leukemia and Lymphoma Society Logo> <blurb about the society>"• Design Guidelines• Feed story body: – Shows more details about the action or object. – Does not repeat information in the headline. – Does not include promotional links or explicit calls to action. – Example: "<Leukemia and Lymphoma Society Logo> <blurb about the society>"• Action Links: – Appear on all stories – Feature contextually relevant calls to action – Only one action link with a max of 25 chars can appear in a Feed story – Cannot contain any formatting characters (like "[", "]", "|") 26 – Example: "Comment - Share - Join Cause"
  • Sponsored Stories- Facebook 27
  • Word of mouth storytelling in social networksWhat happens when you tell stories? Two magicalthings: You build trust with other people in yournetwork, and from there you build empathy…is whenyou share the emotions that other people have andexpress. It’s a powerful, deeply primal experience.ShareThis! Deanna Zandt, Berrett-Koehler Publishers, 2010 28
  • Social Gesture• @ • Like (Facebook)• Block • Share• Bookmark • Pokes• Check-in (Foursquare) • Retweet• Comments • Reblog• #tags • Status update• (Un)Follow • (Un)Subscribe 29
  • Social Objects―Social Networks form around Social Objects**, not the other way around‖. (** Term attributed to Jyri Engstrom) MacLeod Hugh (2008) GapingVoid.com 30
  • Service-Dominant Logic• A logic that views service, rather than goods, as the focus of economic and social exchange i.e., Service is exchanged for service• Essential Concepts and Components – Service: the application of competences for the benefit of another entity • Service (singular) is a process—distinct from “services”— particular types of goods – Shifts primary focus to “operant resources” (skills and knowledge) from “operand resources” (static and tangible) – See value as always co-created (Market With i.e. Collaborate with Customers & Partners to Create & Sustain Value) – Sees goods as appliances for service delivery – Implies all economies are service economies • All businesses are service businesses Vargo, S.L. and R.F. Lusch (2004). ―Evolving to a New Dominant Logic for Marketing, Journal of Marketing 68(January): 1-17 31
  • Facebook Object Types for Social GraphActivities Businesses Groups Organizations People Places Products and EntertainmentActivity Bar Cause Band Actor City AlbumSport Company Sports_league Government Athlete Country Book Cafe Sports_team Non_profit Director Landmark Drink Hotel School Musician State_province Food Restaurant University Politician Game Public_figure Product Song Movie Tv_showWebsites UPC/ISBN Other latitude longitude Contact Info :Blog UPC code Other street-address location locality emailWebsite ISBN number region phone_number postal-code fax_numberArticle country-name 32
  • Giant Global GraphIll be thinking in the graph. The ABC as Social GraphMy flights.My friends. Topics EventsThings in my life.My breakfast. Music ProgrammesWhat was that? Oh, yogurt, granola, nuts, and fresh fruit, since you ask. Users GardeningSubmitted by timbl on Wed, 2007-11-21http://dig.csail.mit.edu/breadcrumbs/node/215 News Food Facebook Social Graph 33
  • S-Commerce• True relationship driven transactions/sales• social (networks & UGC)+ e-commerce+ mobile• 3 key categories of developing S-commerce – Group buying (Groupon, LivingSocial and BuyWithMe) – Recommendations and reviews*** (Amazon, Apple and BestBuy) – Shopping communities (f-commerce or Facebook stores) ***see evidence of reviews impacting revenue: http://www.bazaarvoice.com/resources/stats & www.reevoo.com/ 34
  • 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 Moment of Pre-shopping | In-store | In-home of Truth Truth At shelf Experience In-store, destination or travel agent Which becomes the next person’s ZMOT 35
  • experiences services goodscommodities The Experience Economy Pine & Gilmore, 1999
  • The marketing of experiences – San Marco, VeneziaThis docket highlights an AUD100 experience sipping coffee,drinking orange juice andmineral water at the height of summer in San Marco Square. Wow what an experience!The music is what makes it. Supply of music ! Slide 37 September 6,
  • Collision of Marketing, Customer Service and PR “They Shake me” 41
  • WHAT DO CUSTOMERS WANT ? A Relationship Accessibility Promptness Follow Up Responsiveness Promises Kept No Surprises Knowledgeable People Kept Informed Do It Right First TimeSource : Ray Kurdupleski, (ex-AT&T) & Universal Card Services case study, Bradley T Gale, “Competing on Value” 42
  • Relationships Matter“For the public, being able to reach someone who listens toyou and treats your ideas and questions respectfully isanother important dimension of accountability. Based onwhat we learned in these focus groups, this humanconnection is generally more meaningful to people thanaccountability measures like performance indicators andprogress on benchmarks. For most people, not being ableto talk to someone is a signal that the institution doesn’tgenuinely care about the public”. “How An Overreliance On Accountability Could Undermine The Publics Confidence In Schools, Business, Government, And More”, A Report from Public Agenda and the Kettering Foundation,2011
  • The Future of Customer SupportSupport is not only a major marketing but company assetTeaches us how to deal with ―messiness‖Gems in unstructured user generated contentFacilitate customers to self-support each otherProvides immediate feedback to product development 44
  • Challenge Today : Moving from Transactions Alone to RelationshipsCurrent State Future State= Transactions = Citizen Engagement (relationships)We do this stuff well e.g.Transactions, Fines, Service Fees … We don’t do this really e.g. User generated content, ratings, reviews, 1:1 dialogue 45
  • Big Data• Big history –ChronoZoom (Microsoft, UC Berkeley, Moscow State University ) – http://www.chronozoomproject.org/• Art project (Google) – http://www.googleartproject.com/• Femto-Photography: Visualizing Photons in Motion at a Trillion Frames Per Second – http://web.media.mit.edu/~raskar/trillionfps/• Large Synoptic Survey Telescope (2015) – three-billion-pixel digital camera• Twitter – 175 million Tweets/day, 1 Twitter accounts per second, 1 million accounts per day (Infographics lab) – Usain Bolt 200m sprint generated 80,000 tweets per minute (Twitter is ~ 400m tweets per day in June 2012, Feinleib) (http://www.mediabistro.com/alltwitter/twitter-olympics-stats_b26721• Facebook shares 1 Billion “things via Open Graph daily (Protalinski 2012)• Brand Engagement Opportunity Online $500B (Dachis 2012) – 30,000 brands, millions of social accounts and 15 billion signals per month (Social Business Index; www.socialbusinessindex.com)• Yottabyte (http://whatsabyte.com/)yottabyte) – 1,000,000,000,000,000GB - Entire Internet and takes 11 trillion years to download on high bandwidth network
  • Social CRM integrates social data 48
  • Aquarius,Aries,Cancer,Capricorn,Gemini,Leo,Li bra, Pisces, Sagittarius,Scorpio,Taurus,Virgo An-Verb,An-Vis,Hol-Verb,Hol-Vis A&F,Beijing ,Gucci,LVMH,New York,Old Navy, ,Paris, Sydney, Tiffany, Tokyo, Tommy, Versace Depriv/Enhance,Enhance/DeprivAfrica,Argentina,Australia,Australia/Hong Kong,Austria, California, Canada, China, Egypt,England, Finland, France Germany, Guernsey,Holland, India, Indonesia, Ireland , Israel, Italy ,Japan, Kuwait, Malaysia, Nepal,Paraguay , Ambivalent, Employee, Opposer, Reporter, SupporterPhilippines, Phillipines, Portugual, Saudi Arabia, 11. Committed Partnerships, 12. CompartmentalisedSingapore South Africa, Spain, Sweden, Taiwan, Friendship,13. Childhood friendship,14. Courtship,15. Fling,Thailand,UK ,USA 16. Secret-Affair, 17. Enslavement , 2. Marriages of Convenience,3. Best Friendships,4. Kinships, 5. Rebounds/ Avoidance-Driven,6. Courtships,7.Dependencies 8. Enmities, 9. Love-Hate (Sweeney and Chew)
  • 50
  • Beyond big – psychological ?• Winter storms most significant impact on health over windstorms and floods (2011) – http://www.sas.com/news/preleases/ucf-storms.html• Orbitz found Mac users on average spend $20 to $30 more a night on hotels than their PC counterparts (2012) – http://online.wsj.com/article/SB10001424052702304458604577488822667325882.html• Cyber Attacks Dont Take The Holidays Off (2011) – http://www.fastcompany.com/1800282/cyber-attacks-dont-take-holidays• Quality Coding Takes A Break For The Holidays (2011) – https://threatpost.com/en_us/blogs/quality-coding-takes-break-holidays-why-122011
  • Top Sites in Malaysia ranked by Alexa 6 September, 2012 1. facebook.com 2. google.com.my 3. google.com 4. youtube.com 5. yahoo.com 6. blogspot.com 7. Wikipedia.org 8. twitter.com 9. blogger.com 10. live.com 11. maybank2u.com.my 12. mudah.my 52
  • Malaysia Facebook Demographics (Source:socialbakers.com) 6 September 2012 Facebook penetration in Malaysia is 49.12% compared to the countrys population and 76.02% in relation to number of Internet users. The total number of FB users in Malaysia is reaching 12849500 and grew by more than 452900 in the last 6 months.User age distribution on Facebook in Malaysia Male/Female User Ratio on Facebook in Malaysia 53
  • Top 5 Brands and Media Properties in Malaysia by Facebook (Source: Social Baker 6 September 2012) 54
  • Facebook Places in Malaysia (6 September, 2012) 55 Source:
  • The Marketing Opportunity: A Social Media Marketing ChallengeLow engagement consumer interaction (click on content : limited effort & no content generation )BookmarkingClicking a link to share info or start a discussion threadVideo or photo viewingRate a serviceTouch someone, teleport or gesture via avatar in Second Life (SL) virtual tourist locationMicroblogging (Twitter) – 140 characters SMS (excludes Australia)Commenting on a blog entryWrite a reviewCreate a video blog entry/vlogBuild a city in SL, allow avatars to vote on favorite monuments or learn a languageHigh engagement consumer interaction ( effort spent on content creation e.g. video &create artifact ) Level of Engagement  Brand Signal  Brand Equity 56
  • March 2011 “Online Australians Shift To Social Networks” Most Online Australian Adults Use Social Media Regularly Increasing socialmedia engagement 57
  • January 2012 “Global Social Media Adoption In 2011” Countries Show Distinct Social Media Behaviors
  • January 2012 “Global Social Media Adoption In 2011” Countries Show Distinct Social Media Behaviors (Cont.)
  • January 2012 “Global Social Media Adoption In 2011” Countries Show Distinct Social Media Behaviors (Cont.)
  • Agenda – SMMP (stage 1)1. Marketing transition for 20122. Social Search3. Tools and tactics of SMMP4. Facebook fan marketing5. Google Plus6. Twitter and implications for real time marketing7. B2B Social Networking (LinkedIn)8. Best Practices in Social Media9. Social Graph10. Social Customer Relationship Management11. Location Based Platforms12. Future implications and where will the jobs come from ? 61
  • Social SearchSearch Engines Social Networks indexing and archiving social content in realtime people you know recommended links from Google + posts Semantic related content Zemanta 62
  • Google, Facebook and Twitter is My Newspaper 63
  • Agenda – SMMP (stage 1)1. Marketing transition for 20122. Social Search3. Tools and tactics of SMMP4. Facebook fan marketing5. Google Plus6. Twitter and implications for real time marketing7. B2B Social Networking (LinkedIn)8. Best Practices in Social Media9. Social Graph10. Social Customer Relationship Management11. Location Based Platforms12. Future implications and where will the jobs come from ? 64
  • A Fluid Social Infrastructure+ve• Enhance customer experience• Provision of functionality very fast• Enhance customer feedback-ve• Benefits outweigh risks• 3rd party controls SLA• Mitigate risk on customer experience http://proxy.wup.giove.isti.cnr.it/https/dev.twitter.com/status
  • Relationships # Technologies In Saren M. (2006) Marketing Graffati, Butterworth-Heinemann 66
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  • Social Bookmarking• Information sharing and promotion for content• Delicious acquired by founders of YouTube(AVOS)• Social bookmarking ranks well in search• Increase audience reach e.g. non-commercial users• General sites – Digg,Delicious, Diigo, Reddit and Stumbleupon – Stumbleupon drives >50% of all referral traffic from top social media sites• Top niche sites – Slashdot.com (technical) – Sphinn (search) – tipd.com (financial) – kirtsy (female) 68
  • Photo sharing• Join a photo sharing site e.g. Flickr or Picasa• Upload photos and create a slideshow• Use the embed code from the slideshow or follow your blogs rules to embed it on your blog. Use HTML tab in blog form.• Optimize photos for the Web via Photoshop or via a Web-based solution (webresizer.com)• Provide interesting captions to your photos to tell the story• Try the popular Glimph which automatically captures with every picture you take as video clip. 69
  • Forums www.millerwelds.com/an online electronics store, givesmembers the option of discussingissues regarding specific products myRidez recruits users to demonstrate how to install and upgrade vehicles, it has also made the page fun by asking users to submit photos of the finished vehicle. 70
  • TREND Motivation to Blog• The Journal of Advertising Research (Huang et al., Dec 2007) identified five major motivations for a blogger to blog: 1. self-expression 2. life documenting 3. commenting 4. forum participating 5. information searching• The idea of being able to escape the real world• Web-based technologies help to unlock existing human needs 71
  • Tag Cloud of Paige’s Story About Travel to ParisCreated from Daniel Steinbock’s TagCrowd under Creative Commons © 72
  • Elaboration of Trip to Paris Blog Story (Means-End & Heider) Woodside, Sood & Miller 2008 When Consumers and Brands Talk Psychology & Marketing 18."We went on Fat 17. "I wanted Paige to get a feel Tires day trip to + 19....."I know Paige will for shopping experiences that Monets gardens and treasure the memory of she would not have at home (aka house in Giverny, about this girls trip for many the ubiquitous mall). " 16. "On our trip to Giverny, we met a young an hour outside Paris."+ years to come." woman from Brisbane, Australia who was traveling on her own and we invited her to join us. Three of us enjoyed delicious and innovative soufflés, while Paige had the rack of 3. Paris lamb. We shared two dessert soufflés, one 11.Sites + chocolate and the other cherry/almond. Yum" •The Marais •Notre Dame •LArc de Triomphe - 248 steps up and 248 steps + down... 1.Gayle 15." Michael Osman is an American artists •Champs Elysee living in Paris." •Jacquemart Museum "He supplements his income by being a •Louvre Lite + 2. Paige tour guide." I" found out about him on Fodors" •Musee DOrsay •Les Invalides, Napoleons Tomb and the "So I engaged Michael for two days." Napoleon Museum •Sacre Coeur •Monmartre + 14. "They had decide to come to Paris •Rodin Museum to find the Harley Davidson store so •Pompidou Museum they could buy Harley Paris t-shirts." •Train to Vernon, bike to Giverny with Fat Tire4.”The occasion Bike Tourswas my cousin 5. “I am a Canadian •http://www.fattirebiketoursparis.com/Paige’s 16th” and get by in 13."The father stretched out his cupped •Eiffel Tower French.” hands which held all of the pieces they were able to recover, including the memory stick and he very solemnly said, "El muerto...".6. "All I can say is WOW! We rented a 2 9. "I bought a Paris Pratique pocket-sized book at abedroom, 1 ½ bath apartment (two 12. Unforgettable Memories Metro station. This handy guide has detailed mapsshowers), "Merlot" from ParisPerfect "This trip had so many memories, but here are a few choice of each arrondisement, as well as the metro lines,http://www.parisperfect.com/ and boy was highlights........On our very first night, knowing that the Eiffel the bus lines, the RER and the SCNF (trains). Illit ever perfect! " Tower light show started at 10:00 p.m.... she [Paige] dropped never be without this again." her camera…down 6 flights…we were stunned…Spanish Family below standing below *with pieces of the camera+”7. “We had a full view of the Eiffel from 10."Six months before our trip, I gaveour charming little terrace. ....We were 8. "We were walkable to many good Paige a couple of good guide books onwithin walking distance to two metro bistros, cafes and bakeries and only a Paris and suggested she let me knowstops (Pont dAlma or Ecole Militaire) " few blocks from the wonderful market what her interests were since after all, 73 street Rue Cler." this was to be her trip."
  • Linguistic Inquiry and Word Count (LIWC) Text Analysis : The Psychological Power of WordsLWIC dimension “I love Paris” Personal texts Formal texts Paige’s StorySelf-references 6.12 11.4 4.2(I, me, my)Social words 10.55 9.5 8.0Positive emotions 3.04 2.7 2.6Negative emotions 0.54 2.6 1.6Overall cognitive words 4.12 7.8 5.4Articles (a, an, the) 7.74 5.0 7.2Big words (> 6 letters) 18.40 13.1 19.6Pennebaker, J. W., Francis ME, Booth RJ. (2001). Linguistic Inquiry and Word Count (LIWC):LIWC2001. Mahwah: Lawrence Erlbaum Associates. 74
  • Iconic Sites & Scenes from Paris Blog• Eiffel tour night show• The Marais• Notre Dame• LArc de Triomphe - 248 steps up and 248 steps down...• Champs Elysee• Jacquemart Museum• Louvre Lite• Musee DOrsay• Les Invalides, Napoleons Tomb and the Napoleon Museum• Sacre Coeur• Monmartre• Rodin Museum• Pompidou Museum• Train to Vernon, bike to Giverny with Fat Tire Bike Tours www.fattirebiketoursparis.com/ 75
  • Marketing & Advertising Strategy Implications the Story of Paige• Story told in natural city setting• Assume Paris = brand• Brand is supporting actor enabling Gayle to achieve her goals of showing Paris to Paige (conscious) and help her coming of age (unconscious)• Builds favorable consumer brand relationship: best friendship (Fournier 1998)• Show someone Paris: Share experience,teacher-student,”fairy-godmother” or be the tourist guide• Use social relationships to sell cities• Interpersonal relationships (people travel with people)• Near conversational interaction with brand: story is called “I love Paris” 76
  • Publicity Effectiveness of Blogs versus online MagazinesThe results of the current study clearly show that the publicity effectiveness of blogs is higher than that ofonline magazines. The use of social media requires marketers to take a step back from traditional campaignthinking and focus more on relationship building.The study conclusively shows that the publicity effectiveness is superior in social media as compared to“traditional” online media.Public-relations practitioners end up in traditional media by reason of news-generating spectacularadvertising campaigns, press releases, sponsored competitions, and the like. By contrast, for publicity to finda credible spot on blogs, placement efforts need to begin with genuine relationships with the bloggers.Finding “fashionable friends” online takes time and effort. The return of those investments, however, couldprovide marketers with a new kind of far-reaching effective publicity generated by blog producers whosimilarly devote both time and effort to promoting the brands they believe in. Colliander and Dahlen (2011), Following the Fashionable Friend :The Power of Social Media Weighing Publicity Effectiveness of Blogs versus online Magazines, Journal of Advertising Research, pp. 313 – 320. 77
  • • Wikipedia entries well placed on Google• Collaborative authoring of content• User-edited content• 17 million Wiki Pages• Content changes must by approved• Articles are cross-indexed• Generate articles relating to your organisation,executives and news• Monitor articles on wikipedia for reputation management• Reference with related entries 78
  • • Wikifashion has no central editorial board or editor-in-chief. Created by dedicated volunteers from around the world donating time and fashion expertise.• Allows employees, consumers, passionate to collate and collaborate• Web pages anyone you allow can edit• Share best practice and knowledge• Empower staff and value their experience 79
  • Social NetworkingTechnology and services creating unique personalprofiles, mapping out relationships, and leveragingconnections to accomplish a task.Key characteristics of Network :•Personal Profile•Visible Relationships•ConnectionsProfiles: The Real Value Of Social Networks by Charlene Li, Forrester, July 2004 80
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  • Popular Social Networking Sites by CountryChina (420 M) - QQ, Xiaonei (now RenRen), 51, TencentUK - Facebook, Bebo, MySpaceNZ - Facebook, Bebo MySpaceUSA - Facebook, MySpace, TwitterKorea – CyworldJapan – Twitter, Mixi.jp (22 M users at 31/10)Germany - Facebook, StudiVZ, MySpaceThese social networks exclude popular dating sitese.g. Flirtomatic (UK) and loveonline (NZ) 82
  • Communities and Networks – New Models & New Practices
  • Marketing Moves to Citizen Facing Systems & Relationships Food Safety Offences (www.foodauthority.nsw.gov.au/penalty- notices/) publishing breaches in food safety to the citizens of New South Wales in Australia.Patient Opinion (www.patientopinion.org.uk/) facilitatingdialogue between patients in the United Kingdom and theNational Health Service Toronto, MyBikeLane (toronto.mybikelane.com/) reporting bike lane violations in Toronto. Little Bee is top offender. So far, zero violations at 84 http://sydney.mybikelane.com/
  • VOIP-Podcasting-Webinars• VOIP• Podcasting• Webinars – Go To Meeting (https://www1.gotomeeting.com) – WebEx (www.webex.com) – Live Meeting (http://office.microsoft.com/en-au/live-meeting/) – Great Web Meetings (www.greatwebmeetings.com) – Acrobat Connect Professional/Personal Web Conferencing (www.adobe.com/products/acrobatconnect/) 85
  • Online Video Viewing in Southeast Asia Source: 23 March 2011, ComscoreAmong the three markets in Southeast Asia where comScore measures onlinevideo consumption. Malaysia has the largest number of online video viewers butthe lightest average usage. Viewers in high-bandwidth Hong Kong and Singaporewatched twice as much online video as viewers in Malaysia during January: 12hours per viewer in Hong Kong and nearly 11 hours per viewer in Singapore. 86
  • On demand Webinar (Slideshare)• Competes with GoToMeeting and Webex• Meeting on the go• Adds social to invite friends on Facebook and Twitter including chat postings on Facebook• Hosts a meeting in less than 30 seconds• Click Zipcast on any slideshare presentation• Select Public or Private• Schedule or commence Zipcast & enable live video• Cons – no recording, registration or taking payments 87
  • Agenda – SMMP (stage 1)1. Marketing transition for 20122. Social Search3. Tools and tactics of SMMP4. Facebook fan marketing5. Google Plus6. Twitter and implications for real time marketing7. B2B Social Networking (LinkedIn)8. Best Practices in Social Media9. Social Graph10. Social Customer Relationship Management11. Location Based Platforms12. Future implications and where will the jobs come from ? 88
  • Malaysia Facebook Demographics (Source:checkfacebook.com) 89
  • Facebook Timeline• Timeline  Profile and Wall• What appears on my Timeline? – Status updates – photos – Friendships made – job history – marital status changes – and other profile information• Timeline Apps integration lets you post to Facebook Timeline the activities that you do in other apps e.g.Pintrest• Timeline available for business 90
  • Facebook PagesWhat would it be like to work with you?News about your businessShare your workShare blog postsSpecials and events only on FacebookUse your own voice. 91
  • Facebook EdgeRank• Object = status update or post• Edge = like, comment or interaction with object• Interesting info  more people interactions resulting in higher rank and story in “Top News”• Posting status updates without conversation does not get high rank and move into “Top News” feed• EdgeRank is based on sum of three factors: – affinity or the relationship between the creator and user – interaction with the object (likes, comments have different levels of user engagement) – timeliness means new objects have better chance• 6 Tips to increase EdgeRank – Publish objects that encourage interaction – Create a forum – Make most of photos and videos – Share links – Keep it fresh – Ask users to share Source: 6 Tips to Increase Your Facebook EdgeRank and Exposure by Jim Lodico, 28/4/2011 92
  • Like, Comment & ShareThe “Like”, “Comment” and “Share” features on Facebook are three goodways to monitor your posts, but more importantly to help spread the word ofyour events as well as other events that your friends find interesting andrelevant. 1. If you don’t want to leave a comment just click on the “like” button 2. If you feel inclined leave a comment. By doing one of these options you are essentially subscribing to any future comments other people may make about this particular posting 3. If you really like the posting and want all of your friends/fans to know about it click on the “share” button. 93
  • Facebook Insights• Facebook wants your fans to interact with your Page: –Wall posts –Likes –Comments• Ask questions of your fans –Surveys – polls - input• Use a casual approach where appropriate 94
  • The 12 most annoying types of Facebookers1. The Let-Me-Tell-You-Every-Detail-of-My-Day Bore2. The Self-Promoter3. The Friend-Padder.4. The Town Crier5. TMIer (The Much)6. The Bad Grammarian7. The Sympathy-Baiter.8. The Lurker9. The Crank10. The Paparazzo11. The Obscurist12. The Chronic Inviter 95
  • Case Studies - Facebook• Brasnthings• Coldstone Creamery• Del Mar racetrack (California)• Lacta Chocolate (Greece)• Logos Bible Software• SSP (Sydney international airport)• Tommee Tippee Australia• Yellow Convenience store (Israel)• Washington Redskins 96
  • Terms you agree to when you use Facebook 97
  • Agenda – SMMP (stage 1)1. Marketing transition for 20122. Social Search3. Tools and tactics of SMMP4. Facebook fan marketing5. Google Plus6. Twitter and implications for real time marketing7. B2B Social Networking (LinkedIn)8. Best Practices in Social Media9. Social Graph10. Social Customer Relationship Management11. Location Based Platforms12. Future implications and where will the jobs come from ? 98
  • http://www.findpeopleonplus.com/Country/Malaysia99
  • Google+ Stream and Hangouts 101
  • Agenda – SMMP (stage 1)1. Marketing transition for 20122. Social Search3. Tools and tactics of SMMP4. Facebook fan marketing5. Google Plus6. Twitter and implications for real time marketing7. B2B Social Networking (LinkedIn)8. Best Practices in Social Media9. Social Graph10. Social Customer Relationship Management11. Location Based Platforms12. Future implications and where will the jobs come from ? 102
  • A Look at the Numbers in 2012• 175 M tweets per day• Over 465 M accounts• Top 5 countries – USA 107.7 million – Brazil 33.3 million – Japan 29.9 million – UK 23.8 million – Indonesia 19.5M – India 13M – Mexico 11M• How to decide who to follow – 69% suggested by friends, 47% online search, 44% suggested by twitter and 31% promo• Most popular Twitter user by followers Lady Gaga – 19,341,413• 11 twitter accounts every second• 1 million accounts per day• $259M advertising revenue in 2012• $540M projected advertising revenue in 2014Source: http://www.webanalyticsworld.net/2012/03/twitter-stats-in-2012-infographic.html 103
  • Twitter Olympics 20121. Usain Bolt wins gold in the 200m sprint: 80,000+ TPM2. Bolt wins gold in the 100m sprint: 74,000+ TPM3. Andy Murray gold in mens tennis singles: 57,000+ TPM4. Jamaica wins gold in mens 4x100 relay: 52,000+ TPM5. Team USA beats Spain for gold in mens basketball: 41,000+ TPM6. Biggest sport overall football, generating ~5,000,000 T Source: http://blog.uk.twitter.com/2012/08/the-olympics-on-twitter.html 104
  • Water Cooler/Ambient Intelligence Microblogging microsharing -> microlearningStatus management without walking around -touching baseChecking the overall state of company or group - awarenessResponse and listening – all optional i.e. a pub/sub modelSpot check all is well or anyone absent or problems ?Adjust accordingly and move onCollaborateShare infoGet to know othersMore awareWhat are you working on ?What is taking up time – ask adviceWhat did you learn ? 105
  • TWITTER• Ambient intelligence• Takes microblogging mainstream• A giant “coffee shop”• Limited to 140 characters• Use Twitter to : – post blog updates – connect with existing members – recruit new members 106
  • Adly Influencers via TwitterReach(millions) Influencer10 savvy/active moms Jenny McCarthy, Kourtney Kardashian, Tori Spelling6 passionate sports fans Cristiano Renaldo, Paul Pierce, Nick Swisher12 trend conscious teens Paris Hilton, Kim Kardashian, Lauren Conrad16 teen males 50 Cent, Ryan Sheckler, Ryan Higa.14 women 18-34 Ivanka Trump, Mandy Moore, Serena Williams20 men 18-34 Mark Cuban, Jalen Rose, Michael Ian Black
  • 200K+ clicks20K+ retweets15K+ shares, "Likes" and comments on Facebook
  • TWITTER BASICS• Handle - @soody• Follow – who you’re listening to• Replies – have a conversation! @• Retweet – RETWEET or RT• #FollowFriday (#FF)• Avatar – Your picture. Decide Logo or Face• Hashtag - #TwOrCo – Twitterers in OC• You can create your own hashtag #PUTM 109
  • DM (Direct Message)Direct messages (DMs) are Twitter’s private messaging channel like Instant Messaging.Tweets appear on your home page under the Direct Messages tabEmail notifications turned on, you’ll also get an email message when somebody DMs .DMs don’t appear in either person’s public timeline or in search results. No one but youcan see your DMs.You can send DM only to people who are following you. Conversely, you can receive themonly from people you’re following.You can send DMs from the Direct Messages tab by using the pull-down menu to choose arecipient and then typing in your note. To send a DM from your home page, start yourmessage with “d username,” like this: d Johnny How about next Monday? 110
  • Finding People to Follow1. Go to search.twitter.com – In the advanced search field enter: near:2066 within:10km – Replace with your post code and extend radius if desired – The search results include all Tweeters based within your area – Click on a user name and their Twitter page will open – Click “Follow” – Repeat steps as many times over to check users of interest2. If you find a local Twitter with lots of followers go to their page and click on the pictures on their page of their followers3. www.wefollow.com and “Enter a Tag” to follow the results4. Visit pages of people who follow you and check out their followers to see if you want to follow them 111
  • This is Negative WOM! Should We Care? 112
  • Twitter Tools & Applications CommuterFeed.comusers tweet traffic info TweetStats 113
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  • First steps• Consider FaceBook or Google + first• Try Twitter or Yammer starting small• Have fun and give them a chance• Add social media to your profile 115
  • Agenda – SMMP (stage 1)1. Marketing transition for 20122. Social Search3. Tools and tactics of SMMP4. Facebook fan marketing5. Google Plus6. Twitter and implications for real time marketing7. B2B Social Networking (LinkedIn)8. Best Practices in Social Media9. Social Graph10. Social Customer Relationship Management11. Location Based Platforms12. Future implications and where will the jobs come from ? 116
  • LinkedIn• Over 120 million users – 26m+ members in Europe – 6m+ members in the UK – 2m+ members in France – 2m+ members in the Netherlands – 2m+ members in Italy – 1m+ members in the DACH region (Germany, Austria and Switzerland) – 1m+ members in Spain – 10m+ members in India – 4m+ members in Canada – 4m+ members in Brazil – 2m+ members in Australia• 2M+ professionals in Australia (~40% + of professionals)• Widely used in Financial Services (Sydney, Brisbane & Melbourne) affluent & influential membership.• Australian member usage ~ 8 minutes per month Estimated Target Audience*• 6.5 million students and 9 million recent college graduates 137,318 LinkedIn Members Real time• More than 2 million companies have LinkedIn Company Pages. Location - Kuala Lumpur, Malaysia targeting 190,460 LinkedIn Members via LinkedIn Location- Selangor, Malaysia total 925,866 Source: 6 September 2012, socialbakers.com 117
  • • Find and recruit staff• Create employee groups and pool ideas• Create a company profile• Network with related professionals• Be a Resource• Use images in status updates Answer Questions as an expert in your field. Provide referrals. Make meaningful connections.• Use an Authentic Style in your Profile 118
  • Guy Kawasaki’s 11 Ways to Use LinkedIn:1. Increase your visibility2. Improve your connectability3. Improve your Google PageRank4. Enhance your search engine results5. Perform blind, “reverse,” and company reference checks6. Increase the relevancy of your job search7. Make your interview go smoother8. Gauge the health of a company9. Gauge the health of an industry10. Track startups.11. Ask for advice. (LinkedIn Answers)Source: http://blog.guykawasaki.com/2007/01/ten_ways_to_use.html 119
  • Agenda – SMMP (stage 1)1. Marketing transition for 20122. Social Search3. Tools and tactics of SMMP4. Facebook fan marketing5. Google Plus6. Twitter and implications for real time marketing7. B2B Social Networking (LinkedIn)8. Best Practices in Social Media9. Social Graph10. Social Customer Relationship Management11. Location Based Platforms12. Future implications and where will the jobs come from ? 120
  • Best Practices Social Media Sharing Blogging• Add ―Share This‖ widgets to your website • Pick an interesting voice• Create your own widgets visitors can • Maximize outbound links share on own sites and pages • Set outbound links to be opened in a new window • Invite and encourage conversation• Share the content of others• Share your own content across platforms Facebook Twitter • Profiles are for People• 70 – 20 – 10 Engagement Model (Angela Maiers) • Get a Page, Get Some Fans – 70% - Sharing others voices, opinions, and tools • Use Groups for collaboration – 20% - Responding, connecting, collaboration, • Use Events to Generate Attendance and co-creating with like-minded Twitter colleagues – 10% - Promoting and/or chit-chatting YouTube RSS • Create a channel • Tag your videos with keywords• Make sure content has an RSS feed • Embed videos in your blog and website• Share RSS feed with site visitors, social network friends • Engage commentators• Use RSS feeds to help streamline social media workflow 121
  • Measuring Practices• Use URL shorteners e.g. http://bit.ly – These services track the number of clicks. – If you post a link on multiple social media sites, associate a unique short URL with each site. This can help you to determine variances in your community members across sites.• Get addicted to Google Analytics – Tracks top referral sites – including social media – Number of unique visits – Average amount of time per visit – Bounce Rate – Metric benchmarks for achieving success 122
  • 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 123
  • Blendtech 12,860,143Susan Boyle “United Breaks 79,804,980 Guitars” 10,177,221 Old Spice The Man Your Man Could Smell Like 37,180,978 ** views current as at 19 November 2011 124
  • UNICEF/Oxfam Haiti YouTube emergency case study : Priority vs. Quality• Ewan McGregor UNICEF for the children of Haiti (21 Jan)• Ian Bray Oxfam Haiti emergency appeal (13 Jan)
  • User generated video reviews show strongpresence of strategic advertising elements 126
  • YouTube Insight for Video Analytics and trends dashboard http://www.youtube.com/trendsdashboard#loc0=mys 127
  • Agenda – SMMP (stage 1)1. Marketing transition for 20122. Social Search3. Tools and tactics of SMMP4. Facebook fan marketing5. Google Plus6. Twitter and implications for real time marketing7. B2B Social Networking (LinkedIn)8. Best Practices in Social Media9. Social Graph10. Social Customer Relationship Management11. Location Based Platforms12. Future implications and where will the jobs come from ? 128
  • A New Way of Marketing ? Social Network Marketing 1:1 „All Customers Marketing in a network interrelated‟ Segment „All Marketing Customers areShotgun „All Customers different‟Marketing in a segment the same‟ „AllCustomersthe same‟ 129
  • “We Are Building A Web Where The Default Is Social” (Zuckerberg, 3rd F8 developer conference, San Francisco)• Open Graph not just has a record of relationships with other people (“friends”)but database of relationships with everything else mapping interests• Any action on websites outside of Facebook.com update the profile and “Open graph” via social plugins• Facebook Open Graph is a “proxy you”, your preferences, behaviours and friends anywhere on web.• Recommendations from friends not strangers• Most personalised search engine with not only your tastes but friends tastes 130
  • 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 2 sociogram 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 131
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  • 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 133
  • LVMH – Louis Vuitton 134
  • NodeXL - Excel 2007 template for viewing and analyzing network graphs 135 www.codeplex.com/NodeXL
  • Agenda – SMMP (stage 1)1. Marketing transition for 20122. Social Search3. Tools and tactics of SMMP4. Facebook fan marketing5. Google Plus6. Twitter and implications for real time marketing7. B2B Social Networking (LinkedIn)8. Best Practices in Social Media9. Social Graph10. Social Customer Relationship Management11. Location Based Platforms12. Future implications and where will the jobs come from ? 137
  • The benefits of a house (“own”) COMMUNITY Brand equity Social commerce build enduring and intimate brand relationships Donations, gifts, e-coupons… in Australia and globally Knowledge management Research & Development generate, aggregate, disseminate organisational knowledge generate ideas, develop insights, test strategies 138
  • Building your community Integration with industry specific platforms Integration with your Connecting with social media community existing offline platforms channels SEO, SEM & SMO 139
  • 0.1 0.003 05 0.2 195 99.8 99 140
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  • The Business Model Innovation Hub is where the management book bestseller Business Model Generation was written in collaboration with 470 participants.
  • http://www.harringayonline.com/
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  • Elgg Open Source (www.elgg.org) Groups Microblogging Real-time updates :Rich, informative profiles for on site, groups and channel activity.employees, managers andpartners 145
  • Social Engine Communities kidspot.com.auhttp://www.travelnity.com/home.php Entrepreneur.com http://allabroaduk.com/ 146
  • Launching a Social Network Service1. What is your social object ? Define your vocabulary2. Mobile3. Photos, Videos, Latest Activity, Members, and Events4. Keywords for discoverability5. Welcome centre6. FAQs7. Moderation e.g. suspend members, own user moderation8. Kick start with champions/evangelists/passionates9. Latest activity10. Giveaways e.g. book from authors/guest visiting library11. Monitor registrations12. Members/volunteers as moderators13. Link to main web site14. Promote content via email, Twitter & Facebook15. Share content on Facebook 147
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  • Agenda – SMMP (stage 1)1. Marketing transition for 20122. Social Search3. Tools and tactics of SMMP4. Facebook fan marketing5. Google Plus6. Twitter and implications for real time marketing7. B2B Social Networking (LinkedIn)8. Best Practices in Social Media9. Social Graph10. Social Customer Relationship Management11. Location Based Platforms12. Future implications and where will the jobs come from ? 149
  • Foursquare (27 April 2012) extrapolation from http://blog.hubspot.com/blog/tabid/6307/bid/18191/5-Amazing-Foursquare-Stats-Infographic.aspx and http://statspotting.com/2012/04/foursquare-statistics-20-million-users-2-billion-check-ins/• ~ 20M users and 2 billion check-ins• 800,000 businesses *• ~6M check-ins per day*• 150,000 Mayors lose roles per day*• 600 M check ins outside USA *• Checkout offers http://foursquare.com/businesses/• Venue owner checks real time stats – Recent visitors, frequent, time of check in gender, broadcast to Fb and Twitter* Extrapolations from 2011 data 150
  • Agenda – SMMP (stage 1)1. Marketing transition for 20122. Social Search3. Tools and tactics of SMMP4. Facebook fan marketing5. Google Plus6. Twitter and implications for real time marketing7. B2B Social Networking (LinkedIn)8. Best Practices in Social Media9. Social Graph10. Social Customer Relationship Management11. Location Based Platforms12. Future implications and where will the jobs come from ? 151
  • Community ManagerServes all company departmentsConverse with 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. 152
  • Social CRM integrates social data 153
  • Social Media Planning, Engagement & Optimisation Community Development MeasureA. Review Business Strategy E. Policy Development • Design and build communities Blogs• Goals • Blogging & microblogging • Best practices for engagement • Traffic• Culture • Monitor • Post frequency• Plan for F. Bootcamp • Identify opportunities • Comment trafficstakeholder/executive buy-in • Best practices overview • Links/Trackbacks• Upcoming • Policy overview Multimedia • Technorati/Alexa/Otherinitiatives/campaigns • Tools training • Video (scripting, production, • Anecdotal • Blog platform editing, using our in-house • AwardsB. Assess Online Inventory • Facebook studio)• Web site and microsites • LinkedIn • Podcast series (video or audio) Microblogs• Video and audio podcasts • G+ • # Microbloggers (participation)• Photography • Twitter Social Media Relations • # of followers (impact)• Press coverage • Other tools • Strategy and best practices • # Quality of followers (reputation)• Communities • Outreach/Introductions • # Updates (Presence)• Blogs (internal and external) Key Deliverables  Approved Plan w/ Metrics • Social media releases• Microblogging (Twitter)  Scope of Work • SEO Performance against deliverables• External wikis  Budget Events Offline • Met/unmet• Communities  Social media policies • Content development • Trends• Social Networks  Bootcamp • Plan • Conclusions• Existing policies • Logistics TuneC. Understand Audiences A. Listening • Campaign design • Revise plan• Investors • Blog monitoring • Social media best practices • Reset metrics• Board members • Microblogs (Twitter, Yammer) • Followup• Analysts and influencers •monitoring Toolkit• Employees • Digital news Tool Recommendation • Radian6• Customers •Social news • Recommendations adoption • NetVibes (free)D. Develop Plan Deliverables •Twitter, Tweetdeck, Twhirl, etc.• Goals B. Engagement  Blog design/layout • BudUrl, Tweetstats, Grader, etc• Objectives Conversation planning  Community development • Google Blog Search & Analytics• Focus Areas • Design and layout  Social Network app dev • RSS• Strategies • Content recommendations/  Video development  Event development Deliverables• Tactics editorial calendar  Performance against metrics  Social release development• Timing / Owners / Milestones • Ongoing Facebook /G+  Custom Analysis 154  Knowledge Transfer• Metrics
  • Caution!“Children never put off till tomorrow what will keep them from going to bed tonight” ADVERTISING AGE 155