Not-for-Profit Sector Management Development Program (December 2011)

1. Social Media Marketing
suresh "frequent reader"
GreatMystery14
Suresh S.
soody
soody
www.facebook.com/sureshsood
ssood
Hero5!
twitter.com/soody
www.bravenewtalent.com/talent/suresh_sood
www.linkedin.com/in/sureshsood scuzzy55
Geektoid Mangala
suresh.sood@uts.edu.au
http://www.slideshare.net/ssood/nfpDec2011

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4. Social CRM integrates social data
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5. …Blogs are like conversations with friends. You share what you feel
and what excites you about certain things. It's almost as good as
being there. The fact that others can Google your topic and read is
like tuning into a television station.
We all want to know what's out there. Who's doing what,
shopping where and what products help others. Blogs are just
another way to share all the great things, not so great things and
just a part of who we are. An outlet if you will. The blogisphere
community is all connect and we make contacts in many ways.
Through posts, through twitter conversations, through smaller nit
community's, live web casts, and through conferences that we met
in person. We make many friends and help each other with lot of
topics. Many of us are Mom bloggers who stay at home and have
no way of making new friends or communicating with others until
we found blogging. Blogging creates friendships and that's what
makes us real and connected.
40 year old Mom blogger “nightowlmama” (#260)
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6. Theory and Research on Consumers‟ Reports of Interactions with Brands and Experiencing Primal Forces,
Suresh Sood, 2010
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7. The Blackbaud Index of Online Giving
http://www.blackbaud.com/bb/index/bb-online-index.aspx

8. Key Findings -NFP Social Networks US Benchmark Report 2011
• Facebook
– 89% of NFPs (97% of international service organisations)
– Average community 6,376 (environmental/animal groups 8,490)
– 46% contribute $1 to 10k
– 0.2% generate >$100k
– “Master Social Fundraisers” with 100,000 members dedicate 2+ employees
• Twitter
– 57% of NFPs
– Average community size 1,822
• LinkedIn
– 30% of NFPs
• New Social
– Foursquare (4% of NFPs)
– Jumo philanthropy/volunteering (1%)
• House Social Network i.e. white label
– Average community size 5,967

9. 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 favorite
movies, TV Shows, and songs with each other, on Boxee or on social
networks like Facebook and Twitter.

10. Detecting flu trends using search engine query data (intentionality)
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11. 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/
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12. “…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 we
consciously will our actions, but this is an illusion” (Wenger, Daniel 2002)
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13. 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
destruction
The Hero Fortitude, courage, and victory; a journey and Michael Jordan and Nike shoes; Joe DiMaggio
transformation and Mr. Coffee; Power Puff Girls; Forrest Gump
The 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-Davidson
The Creator Creative inspiration and the potency of Coca Cola—the real thing; Walt Disney; Kleenex
imagination; originality; authentic
The Change Master Transformation, self-improvement and self- Curves—workout stores for women; Gillette’s
mastery Mach 2 Razor; Porsche 911
The Powerbroker Authority, influence and domination—the world’s CNN; E.F. Hutton; Bill Gates; Microsoft
leading -….; the best …; number one
The Wise Old Man Experience, advice and heritage; staying the test Levi’s; Obi-Wan Kenobi
of time
The Loyalist Trust, loyalty and reassurance Coca Cola and “Mean” Joe Green with boy of 12
TV commercial; I Love Lucy; Friends TV sitcom
The Mother of Goodness Purity, nourishment, and motherly warmth Just Juice; Ivory Soap; Tropicana Orange Juice;
Aunt Jemima; Fairy Godmother; Witch of the
East; Snow White
The Little Trickster Humor, non-conformity, and the element of Dennis the Menace; Bart Simpson; Pee-Wee’s Big
surprise Adventure; SpongeBob SquarePants
The Enigma Mystery, suspense, and uncertainty Zorro; Abercrombie and Fitch; Star Trek
Source: Developed in part from several chapters in Weretime (2002).

14. 3
6
A
£ 1000 £ 150
2
4 5
7
Textualizing the Contexts
1. Pollee shopping in store at Beauchamp Place and
1 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)

15. 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 portrayal
Consumer, 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)

16. How Social Media Supports the Myth of Paris
Casablanca
“We'll Always Have Paris”
City of love , city of lights,
Lamps, Eiffel Tower,france,
night, street, notredame,
landmarks , museums &
bw, church, architecture, galleries, Cafés, coffee,
conversations, friendship,
toureiffel, city, cathedral,
louvre, museum
artists, lovers, philosophers
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17. Stories and Listening to Brand Attributes
• Your own stories are ego centric
• Stories others tell about you to friends and associates
(future prospects) are powerful
– What vocabulary do others use
– What do others tell about your skills
– What stories do you tell about others
• Brand attributes are what others write and repeat
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18. Sharing Stories
What happens when you tell stories? Two magical things: You
build trust with other people in your network, and from there you
build empathy…is when you share the emotions that other people
have and express. It‟s a powerful, deeply primal experience.
ShareThis! Deanna Zandt, Berrett-Koehler Publishers, 2010
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19. Sponsored Stories- Facebook
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20. 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
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21. 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
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22. Social Operating Strategy # Social Media Policy
• Policy is good substitute when you do not have purpose
• Why should anyone show interest in our cause?
• Outline what works and why different from traditional marketing
• Provide associates with ideas for conversations
• Just one voice or everyone ?
• Consistent voice talking to a single donor
• Best practice rules of engagement:
http://www.intel.com/content/www/us/en/legal/intel-social-media-guidelines.html
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23. 2011 Australian Social Media Data
Mobile internet 50% penetration amongst online
Australians in 2010
35 % penetration of smartphones among online
Australians
8% of online Australians use tablet
[ end 2011 forecast 24% +]
71% accessing audio or video content online in 2010
and 35% on a weekly basis
3 in 4 online Australians tap consumer opinion about
brands, products and organisations, found in social
media
63% have Facebook profile
46% have clicked the Facebook „Like‟ button for a
brand, product, org.
43% share their opinions about brands and products
via social media
53% engaged with a brand or company on a social
networking site
36% engaged with government or politicians on a
social networking site
Source: Burson-Marsteller Asia-Pacific Source: Nielsen
Social Media #Infographics H1 2011 State of the online market: evolution or revolution?
August 2011 March 2011 23

24. Australian Facebook Demographics (Source:socialbakers.com)
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25. 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)
• Australian member usage
~ 8 minutes per month
affluent & influential membership.
• 6.5 million students and 9 million recent college graduates
• More than 2 million companies have LinkedIn Company Pages.
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26. Relationships Matter
“For the public, being able to reach someone who listens to
you and treats your ideas and questions respectfully is
another important dimension of accountability. Based on
what we learned in these focus groups, this human
connection is generally more meaningful to people than
accountability measures like performance indicators and
progress on benchmarks. For most people, not being able
to talk to someone is a signal that the institution doesn’t
genuinely care about the public”.
“How An Overreliance On Accountability Could Undermine The Public's Confidence In Schools, Business,
Government, And More”, A Report from Public Agenda and the Kettering Foundation,2011

27. WHAT DO CUSTOMERS WANT ?
A Relationship
Accessibility Promptness Follow Up
Responsiveness Promises Kept No Surprises
Knowledgeable People Kept Informed Do It Right First Time
Source : Ray Kurdupleski, (ex-AT&T) & Universal Card Services case study, Bradley T Gale, “Competing on Value”
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28. Relationships # Technologies
In Saren M. (2006) Marketing Graffati, Butterworth-Heinemann
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29. March 2011 “Online Australians Shift To Social Networks”
Most Online Australian Adults Use Social Media Regularly
Increasing social
media engagement
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30. Social Trash Cans, City of Lucern (Switzerland)
Source: Neue Luzerner Zeitung Online, 11. Mai 2011
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31. 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/) facilitating
dialogue between patients in the United Kingdom and the
National Health Service
Toronto, MyBikeLane (toronto.mybikelane.com/)
reporting bike lane violations in Toronto. Little
Bee is top offender. So far, zero violations at
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http://sydney.mybikelane.com/

32. Communities and Networks – New Models & New Practices

34. Social Gesture
• @ • Like (Facebook)
• Block • Share
• Bookmark • Pokes
• Check-in (Foursquare) • Retweet
• Comments • Reblog
• #tags • Status update
• (Un)Follow • (Un)Subscribe
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35. Opportunities to Influence
• When you are in a good mood
• When world view no longer makes sense
• When you can take action immediately
• When you feel indebted because of a favor
• Immediately after you have made a mistake
• Immediately after you have denied a request
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36. Social Psychology
1. Reciprocity: we want to repay, in kind, what another person
has provided us
2. Consistency: desire to be (and to appear) consistent with
what we have already done
3. Social proof: to determine what is correct find out what other
people think is correct
4. Authority: deep-seated sense of duty to authority
5. Likeability: we say yes to someone we like
6. Scarcity: limitation enhances desirability
Robert B. Cialdini, Influence: The Psychology of Persuasion (revised; New York: Quill, 1993)
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37. Social Media Marketing and Principles of Influence
(adapted from the blog of Mischa Coster)
• Following, Connecting or Friends
– Who are you/what can you bring me/ What do others say about you ?
• Begin with Reciprocation (what will you bring ) to build followers
• Liking and similarities
• Reciprocation and Liking => Drives social proof
• How does scarcity work in social media world of free downloads
– Social Media = sharing, giving and receiving
– Scarcity in social media = unique value
• Authority
– Quantity of internet publications (Social proof) vs. Quality (Reciprocity)
– Authority most important and influential on topics of fact
– Google ranks people – higher ranking for important pages and sites
– Expert on matters of fact emphasize authority when presenting
– Matters of taste (film, restaurant or hotel etc.) consensus, number of things
– To begin share valuable information and share authorities in agreement
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38. Social Media Marketing and Principles of Influence
(adapted from blog of Mischa Coster)
• Critical mass of social proof
– Lower mass than offline media
– Similarity in network of shared of interests and backgrounds
– Not as many dissimilar others as offline
• Commitment and Consistency in Social Media
– Small effort for small favour to retweet, review or ask opinion
– How do we create a request for larger favour later ?
• Reciprocal response (the favour in return to your request) needs to be made actively, publicly and
voluntarily (no one is forcing me to do any of this)
• Ask for action publicly made e.g. comments on website, share on other websites or within network
• Enough effort not to scare but meaningful step
• Facebook like’ button is a very small effort but publicly made (gets shared in your own network)
• Liking a product, band or actor allows marketer to make a bigger request later e.g. visit demo offline
• Like is consistent with preference to allow supplier to send relevant information
• Characterise in terms of larger issues (internal to individual)
• For an environmental cause (after “like” ) ask given importance of cause to individual would they
become an ambassador in the network or geography
• Characterise in terms of larger issue not something small they did
• You call the commitment to be logically consistent with what you have already done that you would
do this larger one, because you are favorable to this cause or to this type of consumer product
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39. Social Proof (or validation) and Social Media Marketing
Consumer seeks external cues
• High subscriber counts get more subscribers faster
• Lots of blog post comments end up with many more
• Social news with lots of votes and interesting headlines gets votes form others
before being read
• Popular bookmarks get even more popular
• Retweeted content spreads even faster through further retweeting
• Recommended content more favourable than found
• Quality,quality & quality content spreads with social proof through reciprocity
and liking establishing authority with people and Google
• Blogging Content creates bonding with customers
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40. Social Objects
“Social Networks form around Social Objects**, not the other way around”.
(** Term attributed to Jyri Engstrom) MacLeod Hugh (2008) GapingVoid.com
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42. 42

43. 43

44. 44

45. Wine Communities
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46. 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
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47. Purpose Motive
Linux-Apache-Wikipedia
Drive #1: Eat when we’re hungry. Drink when we’re thirsty. Etc.
Drive #2: Respond to rewards and punishments in our environment.
Drive #3: We do things because they’re interesting and because they’re
engaging and because they’re the right things to do and because they
contribute to the world. (!!!)
“Our Third Drive, intrinsic motivation, is the most powerful.”
Drive: The Surprising Truth About What Motivates Us, Daniel Pink, Riverhead 2009
47

48. Evil Plans: Having Fun on the Road to World Domination
by
Hugh MacLeod (Kindle Edition - Feb 17, 2011)

49. The largest funding platform for creative projects in the world
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50. New Generation of Social Platforms
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51. Leading social Platform for Peer-to-Peer Borrowing and
Lending

52. How to Participate in Conversations
• Conversational calendar
• Keywords/Vocabulary online & offline
• What topics do your customers care about ?
• What topics are trending in your industry
• Monitor existing social media via dashboard e.g. Fb or Twitter
• Use complaints or opportunity to discuss solutions
• Become an expert providing service through social exchange
•
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53. Social Media Conversation Calendar Triggers
• Tweets ~ 1 to 2 per day
• Facebook status daily
• YouTube weekly
• New content ~ 3 to 5 hours per month
• New online contacts ~ 1 hour per month
• New blog post ~ 1 per working day
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54. First Step Monitoring [Brand] Conversations & Tips
• Social Media Dashboard
– All social media sources relating to brand
– RSS technologies
– Mashups (e.g. YouTube, Flickr, Twitter, Nielsen, Google )
• Weak Signals
– Twitter early warning in advance of blogging
• Set up comprehensive Google Alerts
• Set up a feed reader with relevant blogs and new feeds
• Use Twitter Search to follow hashtags and keywords in Twitter streams
• Start immediately (~3 mins) with Netvibes and vocabulary
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55. Other monitoring options
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56. 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)

57. 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
57

58. The benefits of a house (“own”)
COMMUNITY
Brand Social
equity commerce
build enduring and intimate Donations, gifts, e-coupons…
brand relationships in
Australia
and globally
Knowledge Research &
management Development
generate, aggregate, disseminate generate ideas, develop insights, test strategies
organisational knowledge
58

59. http://www.harringayonline.com/

60. Launching a Social Network Service
1. What is your social object ? Define your vocabulary
2. Mobile
3. Photos, Videos, Latest Activity, Members, and Events
4. Keywords for discoverability
5. Welcome centre
6. FAQs
7. Moderation e.g. suspend members, own user moderation
8. Kick start with champions/evangelists/passionates
9. Latest activity
10. Giveaways e.g. book from authors/guest visiting library
11. Monitor registrations
12. Members/volunteers as moderators
13. Link to main web site
14. Promote content via email, Twitter & Facebook
15. Share content on Facebook 60

61. Community Manager
Serves all company departments
Converse 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 community
Create evangelists through providing exclusive access to new information,
attendance at pre-launch party and have them provide feedback for future initiatives
Start community with conversations and have community manager encourage sharing
stories of problems, overcoming issues and successes
Ensure community can be readily found with links from web sites, blogs
and other popular social media.
Accelerate community adoption through existing marketing efforts including
emails newsletters and create a sense of urgency.
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62. Caution!
“Children never put off till
tomorrow what will keep
them from going to bed
tonight”
ADVERTISING AGE
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