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SMMP 3 held at UTS 23 May 2011

SMMP 3 held at UTS 23 May 2011

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

Smmp 3 slides Smmp 3 slides Presentation Transcript

  • 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
    suresh.sood@uts.edu.au
  • 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
  • eCairn
    11
  • 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
  • Key Network Measures
    Degree Centrality
    Betweenness Centrality
    Closeness Centrality
    Eigenvector Centrality
    Diana’s
    Clique
    krackkite.##h (modified labels)
    Connector
    (hub)
    Vendor
    Contractor ?
    Broker
    Boundary spanners
  • 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’ <reddrum@attglobal.net>
    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)
    • Phone records
    • Financial information
    • Intelligence information
    • Interviews with :
    • Witnesses
    • suspects
    • confidential informants
    • Satellite imagery
    • 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
    • Gym memberships
    • Gun licensing
    ++
  • 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.
  • 140kit
  • 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
    customsupport@twitter.com
    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
    • Quality Services
    • Raising Awareness
    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…
  • Groups
  • Microblogging
  • 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/