Smmp 3 slides


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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

    1. 1. Social Media Marketing Practice<br />Stage 3<br /> -<br />ssood<br />Hero5!<br /><br /><br /><br />Geektoid<br />Mangala<br /><br />
    2. 2. Potential Listening Sources for Dashboard <br />
    3. 3. KPIs Align to Objectives <br />1. Business Objectives – Retail store traffic<br />2. Online Goal – Increase e-coupon usage<br />3. KPI – Number of Groupon sales<br />4. Targets – 1,000 per month<br />5. Segments – NSW Females <br />Website conversions<br />Social media participation<br />Social media monitoring<br />Social media advertising<br />Paid search<br />Organic search (onsite)<br />Organic search (offsite)<br />Crowdsourced couponing<br />Internet display advertising<br />Email (sales)<br />Email (service)<br />Blogging<br />Microblogging<br />Affiliate marketing<br />Aggregator marketing<br />Multimedia content syndication<br />Video & audio marketing<br />Landing page optimization<br />Location-based marketing<br />Co-branded partnerships<br />Mobile marketing<br />3<br />
    4. 4.
    5. 5. Digg (V3) Front Page Statistics<br />Digg V3 Top Users<br />YouTube Subscriber & Viewer Stats<br />
    6. 6. Free SMM Tools<br />KISSmetrics& oneforty- May 2011 survey<br />6<br />
    7. 7. Paid SMM Tools<br />Less Than $500 per Month<br />Greater Than $500 per Month<br />7<br />
    8. 8. Commonly SM Measures<br />Comments/mentions<br />Unique commenters<br /># of new commenters<br />Thread size<br />Time with content<br />Content downloads<br />Subscriptions/subscribers<br />Content views/plays/opens<br />Likes/follows/votes<br />Content sharing (retweets, stumbles, bookmarks) <br />Suggestions/feedback/comments<br />Spinoff content/link backs<br />Recommendations/ratings<br />Brand posts<br />Hashtags<br />Reach<br />Viewership<br />8<br />
    9. 9. Google Analytics<br />9<br />
    10. 10. Radian 6<br />10<br />
    11. 11. eCairn<br />11<br />
    12. 12.
    13. 13.
    14. 14. Social Analytic Tools<br />
    15. 15.
    16. 16. TwentyFeet – Aggregation of Social Stats<br />Twitter<br />Reputation indicators<br />Conversations <br />Following analysis<br />Lists <br />More details<br />Facebook <br />User's friends or Page's fans <br />User's conversations<br />YouTube <br />Key Performance Indicators<br />Videos and Subscribers<br />Ratings<br />Viewers – Gender<br />Viewers – Age<br />Viewers – Location<br /> dashboard<br />Key Performance Indicators<br /> Referrers<br />Targets <br />Google Analytics dashboard<br />
    17. 17.
    18. 18.
    19. 19. 19<br />Linguistic Inquiry & Word Count : “junk words” in content <br /><br />Cognitive complexity = zexcl + ztentat + znegate + zdiscrepzincl<br />Depression = zI + zphyscal + znegemo – zposemo<br />Liar = – zself – zother – zexcl + znegemo or <br />Honesty = zself + zother + zexcl - znegemo - zmotion<br />Female = zself – zsixltr +z other + znegate – zarticle – zpreps + zcertain + zsocial + zpresent – zspace – zoccup + zhome – zmoney<br />Aging = zposemo – zI + zsixltr + zcogmech + zexcl + zfuture – zpast – ztime<br />Presidential = zsixltr – zwps – zunique – zpronoun – zself – zyou – zother – znegate + zarticle + zprep<br />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.<br />
    20. 20.
    21. 21. Social Network Representation<br />Primary focus is actors & relationships # actors & attributes<br />Nodes (Actors) connected by Links (Ties/relationship or edge)<br />Links represent flows or transfer<br />material goods or information <br />Adjacency list<br />1: 2<br />2: 1, 3<br />3: 2<br />1<br />Graph or<br />sociogram<br />2<br />3<br />Adjacency matrix<br />1 2 3<br />0 1 0<br />1 0 1<br />0 1 0<br />1<br />2<br />3<br />Relationship<br />Actors<br />1 = presence of link<br />0 = no direct link <br />
    22. 22. Key Network Measures<br />Degree Centrality<br />Betweenness Centrality<br />Closeness Centrality<br />Eigenvector Centrality<br />Diana’s<br />Clique<br />krackkite.##h (modified labels)<br />Connector<br />(hub)<br />Vendor<br />Contractor ?<br />Broker<br />Boundary spanners<br />
    23. 23. A<br />C<br />Me<br />Me<br />Me<br />B<br />A<br />B<br />C<br />B<br />A<br />C<br />Extracting Social Networks from E-mail<br />Most used on-line communication application<br />E-mail is a semi-structured document<br />Header for sender identification<br />Form: ‘Bill Stoddard’ <><br />Subject<br />Receiver<br />Date & Time<br />E-mail body is an unstructured format<br />Ontology & NLP is necessary<br />
    24. 24. Visualizing the Network<br />
    25. 25.
    26. 26.
    27. 27.
    28. 28. 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.<br />
    29. 29. Suspect List, Data Sources & Killer Profile<br /><ul><li>Police Incident reports (multiple jurisdictions)
    30. 30. Phone records
    31. 31. Financial information
    32. 32. Intelligence information
    33. 33. Interviews with :
    34. 34. Witnesses
    35. 35. suspects
    36. 36. confidential informants
    37. 37. Satellite imagery
    38. 38. probably drove a four wheel drive vehicle to access the remote bush tracks
    39. 39. had some knowledge of the forest
    40. 40. the same gun was used to kill two victims. </li></ul> (A rare US-made Ruger 10/22 rifle)<br /><ul><li>RTA vehicle records
    41. 41. Gym memberships
    42. 42. Gun licensing</li></ul> ++<br />
    43. 43. Network Structure:Connectivity of 171Marketing Researchers<br />
    44. 44. Core Members - 57 Net<br />
    45. 45. Core Network Actors Positioned 2 Steps from Central Actor<br />
    46. 46. HypothesisWhat Happens if We Take Out JJ ?<br />
    47. 47. NodeXL - Excel 2007 template for viewing and analyzing network graphs<br /><br />
    48. 48.
    49. 49.
    50. 50. Connectors<br />Roles<br />Information/knowledge sources and dissemination<br />Social pressure in creating group norms<br />Social support in trying and using new things. <br />People with<br />broad and wide social networks <br />frequently communicate <br />credible influencers <br />Interested in discovering and telling other about relevant new ideas<br />Gladwell, Tipping Point<br />
    51. 51. April 2010 “Peer Influence Analysis”<br />Two Types Of Mass Influencers<br />
    52. 52. Tipping Point – Malcolm Gladwell<br />
    53. 53. Susan Boyle<br />“United Breaks Guitars”<br />Old Spice <br />The Man Your Man Could Smell Like <br />Diaspora<br /><br />
    54. 54. Week 2 stats<br />Total Researchers: 371 (+71 since last week)<br />Total Active Data Collections: 262 <br />(169 Streaming, 59 REST, 34 Curated Collections) (+37)<br />Total finished Data Collections: 36 (+23)<br />Total number of tweets in Database: ~33,234,149 (+15m)<br />Total number of users in Database: ~14,437,195 (+7m)<br />Number of tweets including the word “bieber”: too many<br />Database size: 28.7 GB (x2)<br />Current rate of growth ~ 15 million tweets a week… or about 15 gigs a week.<br />
    55. 55. 140kit<br />
    56. 56.
    57. 57. More Clicking, Checking or New Users ?<br />More checking =><br />Comments<br />Forums<br />RSS feed<br />New content at random timing<br />Email alerts (non-real time)<br />More clicking =><br />Display random content<br />
    58. 58. Launching a Social Network Service(community)<br />0. Mobile <br />Photos, Videos, Latest Activity, Members, and Events<br />Keywords for discoverability<br />Welcome centre<br />FAQs<br />Moderation e.g. suspend members, own user moderation<br />Kick start with champions/evangelists/passionates<br />Latest activity<br />Giveaways e.g. book from authors/guest visiting library<br />Monitor registrations<br />Members/volunteers as moderators<br />Link to main web site<br />Promote content via email, Twitter & Facebook<br />Share content on Facebook<br />
    59. 59. Mobile Site Audit and Analytics<br />Go to: <br />Enter email & URL<br />Analyze 100 pages <br />Optimize conversion<br />Bitly/mobanalytics for <br /> mobile analytics<br />46<br />
    60. 60. Using Geolocation in Marketing<br />Geolocation built into strategy – Nike+<br />Clear reason to share personal information<br />Offer rewards for check-in to location services from social network <br />Use social network geographic data to drive location interaction<br /> Most important factor is social engagement to connect with people or find places liked by people they trust <br />Taplisterconnects beer aficionados with geolocation information about taps<br />40 million + people check in using geolocation<br />Lost in Geolocation<br />Why Consumers Haven’t Bought It and How Marketers Can Fix It<br />by Will Reese and Jamie Beckland<br />Mobile Marketing Report: Spring 2011<br />
    61. 61. Social Objects <br />Blogging<br />Business<br />Dating<br />Pets<br />Photos<br />Videos<br />Religious<br />Social/Entertainment<br />
    62. 62. Own<br />community<br />The benefits of social community<br />social commerce<br />accountable commercial outcomes<br />brand equity<br />build enduring and intimate brand relationships<br />research & development<br />generate ideas, develop insights, test strategies<br />knowledge management <br />generate, aggregate, disseminate organisational knowledge<br />
    63. 63. Own<br />Community <br />Leveraging community<br />coupons<br />recommendations<br />people who bought this<br />forums<br />peer rating and reviews<br />loyalty clubs<br /><br />wish lists<br />social commerce<br />accountable commercial outcomes<br />newsletters<br />brand strength<br />build enduring, positive and intimate brand relationships<br />Facebook like<br />loyalty clubs<br />network marketing incentives<br />targeted member surveys<br />insights & development<br />generate ideas, develop insights, test strategies, track and measure brand health<br />wiki<br />knowledge management <br />generate, aggregate, disseminate organisational knowledge<br />feature wishlists<br />knowledge base<br />guided chat<br />user ratings<br />Pilot studies (prototype samples)<br />feature ratings<br />
    64. 64. Community – Intellectual Disability (Version 1) <br />Sources ofFunding<br /><ul><li>Quality Services
    65. 65. Raising Awareness</li></ul>Family<br /> Networks<br />Service<br /> Providers<br />Research<br />150 employees<br />Intranet under<br />development<br />Knowledge<br />Base of Dialogue<br />Social <br />Conversations<br />Practices of similar organisations<br />e.g. UK, USA, Australia<br />Conversation calendar<br />Ad Hoc /special meetings:<br />Dialogue with other service providers<br />Allied health conversations<br />Sharing experiences <br />Events<br />Questions and responses<br />Family support network<br />FAQs<br />Donations<br />Funds<br />UN rights for Disability Regulatory Framework<br />
    66. 66. Social CRM <br />Social Networking Platforms And Online Group Services<br />Member profiles<br />Blog: Collaborative blog<br />Forum discussion<br />Shared calendar<br />Photo galleries<br />Video<br />Gartner Magic Quadrant for Social CRM<br />(June 2010)<br /><br />
    67. 67.
    68. 68. Free Open Source Social Network Engines<br />Elgg Open Source –<br /><ul><li> open source is often difficult to set up (pretty normal for free)
    69. 69. Elgg is an open source social networking platform
    70. 70. Plugin-in based widgets and additions
    71. 71. No coding required if you don’t want to
    72. 72. Coding possible if you want to
    73. 73. some LAMP knowledge required
    74. 74. Profiles, Activity streams, (micro) Blogging, Groups &</li></ul> Discussions, Pages, Photo & Video Gallery…<br />
    75. 75. Groups <br />
    76. 76. Microblogging<br />
    77. 77. Real-time updates :on site, groups and channel activity.<br />
    78. 78. Rich, informative profiles for employees, managers and partners<br />
    79. 79. Existing Implementations <br />Government<br /> * The Executive Lounge<br /> *<br /> * Hill and Knowlton<br /> * Institute of Executive Coaching<br /> * Interactive Games & Entertainment Association<br /> * Live Out There<br /> * UnltdWorld<br /> * Wiley Publishing<br /> * Oxfam<br /> * Royal College of British Architects<br /> * Australian Government<br /> * British Government<br /> * Federal Canadian Government<br /> * MITRE<br /> * New Zealand Ministry of Education<br /> * State of Ohio, USA<br /> * The World Bank<br /> * UNESCO<br /> * United Nations Development Programme<br /> * Canadian Employment and Immigration Union<br /> * Tides Canada<br />Businesses<br />
    80. 80. Community Manager <br />Serve customers through listening and responding to needs vs marketing or advertising. <br /> <br />Focus on launching and growing the community through:<br /> <br /> <br />Invite creators and influencers to become charter members of the community<br /> <br />Create evangelists through providing exclusive access to new information, <br /> attendance at pre-launch party and have them provide feedback for future initiatives<br />Start community with conversations and have community manager encourage sharing <br />stories of problems, overcoming issues and successes<br /> <br />Ensure community can be readily found with links from web sites, blogs <br />and other popular social media.<br /> <br />Accelerate community adoption through existing marketing efforts including <br />emails newsletters and create a sense of urgency. <br />60<br />
    81. 81. Curator<br />Hearts, Keys and Puppetry – Twitter Fairy Tale<br />Neil Gaiman fantasy Writer<br />124 Contributors over 8 days<br />10,000 tweets  874 via editorial curation<br />Marie Lenatupot and Tim Stock, What's next for segmentation? Admap Magazine, Feb 2010<br />61<br />
    82. 82. 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. <br />May 3 , 2011 ,<br />