Social Media Marketing Practice Stage 3 www.facebook.com/suresh.sood - ssood Hero5! twitter.com/soody www.bravenewtalent.com/talent/suresh_sood www.linkedin.com/in/sureshsood Geektoid Mangala firstname.lastname@example.org
Potential Listening Sources for Dashboard
KPIs Align to Objectives 1. Business Objectives – Retail store traffic 2. Online Goal – Increase e-coupon usage 3. KPI – Number of Groupon sales 4. Targets – 1,000 per month 5. Segments – NSW Females Website conversions Social media participation Social media monitoring Social media advertising Paid search Organic search (onsite) Organic search (offsite) Crowdsourced couponing Internet display advertising Email (sales) Email (service) Blogging Microblogging Affiliate marketing Aggregator marketing Multimedia content syndication Video & audio marketing Landing page optimization Location-based marketing Co-branded partnerships Mobile marketing 3
Digg (V3) Front Page Statistics Digg V3 Top Users YouTube Subscriber & Viewer Stats
Free SMM Tools KISSmetrics& oneforty- May 2011 survey 6
Paid SMM Tools Less Than $500 per Month Greater Than $500 per Month 7
Commonly SM Measures Comments/mentions Unique commenters # of new commenters Thread size Time with content Content downloads Subscriptions/subscribers Content views/plays/opens Likes/follows/votes Content sharing (retweets, stumbles, bookmarks) Suggestions/feedback/comments Spinoff content/link backs Recommendations/ratings Brand posts Hashtags Reach Viewership 8
Google Analytics 9
Radian 6 10
Social Analytic Tools
TwentyFeet – Aggregation of Social Stats Twitter Reputation indicators Conversations Following analysis Lists More details Facebook User's friends or Page's fans User's conversations YouTube Key Performance Indicators Videos and Subscribers Ratings Viewers – Gender Viewers – Age Viewers – Location bit.ly dashboard Key Performance Indicators Referrers Targets Google Analytics dashboard
19 Linguistic Inquiry & Word Count : “junk words” in content http://www.liwc.net/liwcresearch07.php Cognitive complexity = zexcl + ztentat + znegate + zdiscrepzincl Depression = zI + zphyscal + znegemo – zposemo Liar = – zself – zother – zexcl + znegemo or Honesty = zself + zother + zexcl - znegemo - zmotion Female = zself – zsixltr +z other + znegate – zarticle – zpreps + zcertain + zsocial + zpresent – zspace – zoccup + zhome – zmoney Aging = zposemo – zI + zsixltr + zcogmech + zexcl + zfuture – zpast – ztime Presidential = zsixltr – zwps – zunique – zpronoun – zself – zyou – zother – znegate + zarticle + zprep Slatcher, R.B., Chung, C.K., Pennebaker, J.W., & Stone, L.D. (2007), Winning words: Individual differences in linguistic style among U.S. presidential and vice presidential candidates, Journal of Research in Personality, 41, 63-75.
Social Network Representation Primary focus is actors & relationships # actors & attributes Nodes (Actors) connected by Links (Ties/relationship or edge) Links represent flows or transfer material goods or information Adjacency list 1: 2 2: 1, 3 3: 2 1 Graph or sociogram 2 3 Adjacency matrix 1 2 3 0 1 0 1 0 1 0 1 0 1 2 3 Relationship Actors 1 = presence of link 0 = no direct link
A C Me Me Me B A B C B A C Extracting Social Networks from E-mail Most used on-line communication application E-mail is a semi-structured document Header for sender identification Form: ‘Bill Stoddard’ <email@example.com> Subject Receiver Date & Time E-mail body is an unstructured format Ontology & NLP is necessary
Visualizing the Network
As a key member of the NSW Police Team involved in the investigation of the "backpacker" murders in Belangalo Forest, NSW, I believe it is fair to say that NetMap proved to be of invaluable assistance, certainly in the area of correlating massive amounts of disparate data pertaining to the case – data that would otherwise have taken significant amounts of resources to analyse. NetMap was able to reduce what would have been many years of information analysis into weeks and help lead the investigation team to a faster close on the issue. I believe that NetMap succeeded in providing the NSW Police with a unique view of information related to the Backpacker Murderer case, information that allowed investigations to be more focused and efficient in terms of progressing the case to a faster, more accurate close..Angus A. Graham, Former Commander, Criminal Research Bureau, NSW Police State Intelligence Group.
Suspect List, Data Sources & Killer Profile
Police Incident reports (multiple jurisdictions)
Interviews with :
probably drove a four wheel drive vehicle to access the remote bush tracks
had some knowledge of the forest
the same gun was used to kill two victims.
(A rare US-made Ruger 10/22 rifle)
RTA vehicle records
Network Structure:Connectivity of 171Marketing Researchers
Core Members - 57 Net
Core Network Actors Positioned 2 Steps from Central Actor
HypothesisWhat Happens if We Take Out JJ ?
NodeXL - Excel 2007 template for viewing and analyzing network graphs www.codeplex.com/NodeXL
Connectors Roles Information/knowledge sources and dissemination Social pressure in creating group norms Social support in trying and using new things. People with broad and wide social networks frequently communicate credible influencers Interested in discovering and telling other about relevant new ideas Gladwell, Tipping Point
April 2010 “Peer Influence Analysis” Two Types Of Mass Influencers
Tipping Point – Malcolm Gladwell
Susan Boyle “United Breaks Guitars” Old Spice The Man Your Man Could Smell Like Diaspora http://www.nydailynews.com
Week 2 stats Total Researchers: 371 (+71 since last week) Total Active Data Collections: 262 (169 Streaming, 59 REST, 34 Curated Collections) (+37) Total finished Data Collections: 36 (+23) Total number of tweets in Database: ~33,234,149 (+15m) Total number of users in Database: ~14,437,195 (+7m) Number of tweets including the word “bieber”: too many Database size: 28.7 GB (x2) Current rate of growth ~ 15 million tweets a week… or about 15 gigs a week.
More Clicking, Checking or New Users ? More checking => Comments Forums RSS feed New content at random timing Email alerts (non-real time) More clicking => Display random content
Launching a Social Network Service(community) 0. Mobile Photos, Videos, Latest Activity, Members, and Events Keywords for discoverability Welcome centre FAQs Moderation e.g. suspend members, own user moderation Kick start with champions/evangelists/passionates Latest activity Giveaways e.g. book from authors/guest visiting library Monitor registrations Members/volunteers as moderators Link to main web site Promote content via email, Twitter & Facebook Share content on Facebook
Mobile Site Audit and Analytics Go to: http://www.pureoxygenmobile.com/mobile-site-audit/submit-report Enter email & URL Analyze 100 pages Optimize conversion Bitly/mobanalytics for mobile analytics 46
Using Geolocation in Marketing Geolocation built into strategy – Nike+ Clear reason to share personal information Offer rewards for check-in to location services from social network Use social network geographic data to drive location interaction Most important factor is social engagement to connect with people or find places liked by people they trust Taplisterconnects beer aficionados with geolocation information about taps 40 million + people check in using geolocation Lost in Geolocation Why Consumers Haven’t Bought It and How Marketers Can Fix It by Will Reese and Jamie Beckland Mobile Marketing Report: Spring 2011
Social Objects Blogging Business Dating Pets Photos Videos Religious Social/Entertainment
Own community The benefits of social community social commerce accountable commercial outcomes brand equity build enduring and intimate brand relationships research & development generate ideas, develop insights, test strategies knowledge management generate, aggregate, disseminate organisational knowledge
Own Community Leveraging community coupons recommendations people who bought this forums peer rating and reviews loyalty clubs firstname.lastname@example.org wish lists social commerce accountable commercial outcomes newsletters brand strength build enduring, positive and intimate brand relationships Facebook like loyalty clubs network marketing incentives targeted member surveys insights & development generate ideas, develop insights, test strategies, track and measure brand health wiki knowledge management generate, aggregate, disseminate organisational knowledge feature wishlists knowledge base guided chat user ratings Pilot studies (prototype samples) feature ratings
Community – Intellectual Disability (Version 1) Sources ofFunding
Family Networks Service Providers Research 150 employees Intranet under development Knowledge Base of Dialogue Social Conversations Practices of similar organisations e.g. UK, USA, Australia Conversation calendar Ad Hoc /special meetings: Dialogue with other service providers Allied health conversations Sharing experiences Events Questions and responses Family support network FAQs Donations Funds UN rights for Disability Regulatory Framework
Social CRM Social Networking Platforms And Online Group Services Member profiles Blog: Collaborative blog Forum discussion Shared calendar Photo galleries Video Gartner Magic Quadrant for Social CRM (June 2010) nouhailler.wordpress.com/2010/10/15/social-networking-platforms-and-online-group-services/
Free Open Source Social Network Engines Elgg Open Source – www.elgg.org
open source is often difficult to set up (pretty normal for free)
Elgg is an open source social networking platform
Plugin-in based widgets and additions
No coding required if you don’t want to
Coding possible if you want to
some LAMP knowledge required
Profiles, Activity streams, (micro) Blogging, Groups &
Discussions, Pages, Photo & Video Gallery…
Real-time updates :on site, groups and channel activity.
Rich, informative profiles for employees, managers and partners
Existing Implementations Government * The Executive Lounge * Hedgehogs.net * Hill and Knowlton * Institute of Executive Coaching * Interactive Games & Entertainment Association * Live Out There * UnltdWorld * Wiley Publishing * Oxfam * Royal College of British Architects * Australian Government * British Government * Federal Canadian Government * MITRE * New Zealand Ministry of Education * State of Ohio, USA * The World Bank * UNESCO * United Nations Development Programme * Canadian Employment and Immigration Union * Tides Canada Businesses
Community Manager Serve 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. 60
Curator Hearts, Keys and Puppetry – Twitter Fairy Tale Neil Gaiman fantasy Writer 124 Contributors over 8 days 10,000 tweets 874 via editorial curation Marie Lenatupot and Tim Stock, What's next for segmentation? Admap Magazine, Feb 2010 61
our mission is to invent the next generation of ecommerce: integrated experiences that leverage the store, the web, and mobile, with social identity being the glue. We are at an inflection point in the development of retailing. Social media and the mobile phone will have as profound an effect on the trajectory of retail in the early years of the 21st century as did the development of highways in the early part of the 20th century. @WalmartLabs, which combines Walmart’s scale with Kosmix’s social genome platform, is in a unique position to invent and build this future. May 3 , 2011 , http://anand.typepad.com/datawocky/