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Smmp10

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social media marketing practice course being held at University of Technology Sydney

social media marketing practice course being held at University of Technology Sydney

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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 engagementGoogle 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
  • 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.
  • 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.
  • 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
  • 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.
  • 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.
  • Cognitive Transformation Theory (Klein)
  • Social Objects:Books --- AmazonVideo ---- YouTubePhotos --- Flickr
  • 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
  • Acquisition – awareness and considerationRetention – loyalty and customer serviceTx – actual purchase (conversion)Data from social commerce helps provide inputs for new product development and marketingIncreasing Facebook Storefront deployment over next 12 - 18 months. customer acquisition and transactions continue social commerceretention strategies kicks off 18-24 months Offline opportunity ?Peer reviews / ratingsPrice comparisonsProduct information Recommendations
  • ProductCustom-made products:http://www.shoesofprey.comUltra-niche products:http://www.geekdesk.com/Product assembly as an experience: http://www.local-motors.comPriceDiscounts for ordering before manufacture: http://www.kogan.com.au/ livepriceCustomers name their price:http://www.gapmyprice.comMembers-only sales:http://www.ruelala.comMerchandisingVisualize the product in use:http://www.skullcandy.com/ARSimulate the product experience:http://www.vimeo.com/15237955User-generated video reviews:http://www.firebox.comFulfillmentTwo-way free shipping:http://www.zappos.comShip to collection point:http://www.kiala.comDeliveries to shared refrigerators in buildings: http://www.freshdirect.comPaymentsPay with gaming credits:http://www.ifeelgoods.comPay in store with mobile device:http://www.starbucks.com/ coffeehousePay with mobile phone credit:http://www.onebip.com
  • 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 scale) Paper liTwitter & Facebook Aggregator Decent User Interface Easy & Free Curation More Features NeededFlipbaordMaster 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 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.
  • Expands consumer experience with owned and earned mediaBuild content and community.
  • Google Reader track and manageSpecific blogsBlog searchesNewsTwitter contactsTwitter searchesSharing All shared items are available to all people with whom you’re connected.Can star, share, email, and add tags, just like with items in your own feedsCan comment back and forthHow ?Copy RSS URL of desired content.Click “Add a subscription” in Google Reader.Paste URL and click “Add” buttonTry with variety of feeds including Facebook
  • HootsuiteMulti-faceted (plug into mostly anything social)Team collaboration with tasks associated (Scale) Twitter, Facebook, LinkedIn, Ping.fm, Wordpress & more
  • Level of engagement strongly impacted by types of content
  • 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.
  • What about wikipedia ?
  • 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
  • Youtube = self expression, Fb = social life & linkedin =business relationshipCategorisation:Generate content ,share or CollaborateShare = information, contentEngage = listen, discuss, encourageRelationshipsWhat should we share ? How ? Also for engagement & relationships
  • 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
  • Seek ideasSolve issues or improve experiences with product or service Entertainment
  • 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.
  • 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.
  • “The discussion in most of the examples was not around the brand, but instead of other issues, such as the creators of the ad, the music in the ad, and larger social themes such as international justice, globalization, poverty, and corporate social responsibility” Campbell et al (2011), Understanding Consumer Conversations Around ads in a Web 2.0 World, Journal of Advertising Research, vol 40, no.1, Spring, pp.87-102
  • Hitchcock suspense vs thriller
  • 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
  • PodcastsCommunication with subscribed listenersEncourage sales & conversion ratesSupport nurture programAbility to offer richer content, greater loyaltyDifferentiateAppeal to long tail niche
  • 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
  • Batchbook demo SRM
  • Social media participation among travelers is the norm, not the exception.New behavior emerges: rapid conversations on social networks, especially Twitter and Facebook
  • Mutliple screensSocial results in interactive channel Extend compliment tv video Concurrent synchronised social conversations
  • 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
  • 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.
  • Transcript

    • 1. Social Media Marketing Practice
      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
      GeektoidMangala
      suresh.sood@uts.edu.au
      http://www.slideshare.net/ssood/smmp10
      1
    • 2. 2
    • 3.
    • 4.
    • 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)
    • 6. Theory and Research on Consumers’ Reports of Interactions with Brands and Experiencing Primal Forces, Suresh Sood, 2010
    • 7. Agenda – SMMP (stage 1)
      Marketing transition
      8S framework
      The beginning of social search
      Tools and tactics of SMMP
      Facebook fan marketing
      Twitter and implications for real time marketing
      B2B Social Networking
      Best Practices in Social Media
      Social Graph
      Social Relationship Management
      Industry Adoption & ROI
      Future implications and where will the jobs come from ?
      7
    • 8. 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
    • 9. The Content is the Audience
      In 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 in McLuhan’s time incorporated a one-to-many broadcast model, he understood that ultimately it was still up to each audience member to control their intake of that media, 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.  The content of social environments is the same as the content of a house party, or a coffee shop.  They are about you.  In fact, ALL media have ALWAYS been about you — they are about what you choose to pay attention to how you make sense of it 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
    • 10. Global Village
      10
    • 11. Nielsen 2010 Social Media Report
      9 million Australians interact via social networks
      Content sharing is the most popular activity
      4 in 5 Australian Internet users shared a photo
      Twitter usage grew by 400% in 2009
      Nearly 3/4 of Australians read a wiki
      2 in 5 Australians interact with companies via social networks
      11
    • 12. Collision of Marketing, Customer Service and PR
      “United Breaks Guitars”
      “They Shake me”
      12
    • 13. The Future of Customer Support
      Support is a major marketing asset
      Teaches marketers how to deal with “messiness”
      Gems in unstructured user generated content
      Facilitate customers to self-support each other
      Provides direct feedback to product development
      13
    • 14. WHAT DO CUSTOMERS WANT ?
      A Relationship
      Promptness
      Promises Kept
      Kept Informed
      Follow Up
      No Surprises
      Do It Right First Time
      Accessibility
      Responsiveness
      Knowledgeable People
      Source :
      Ray Kurdupleski, (ex-AT&T) & Universal Card Services case study, Bradley T Gale, “Competing on Value”
      14
    • 15. Example: Outside London flat
      15
    • 16. Challenges Connecting with Council
      16
    • 17. Engaged Citizen looking for new ways to connect with Council
      17
    • 18. Challenge Today : Moving from Transactions Alone to Relationships
      Future State
      = Citizen Engagement
      (relationships)
      We don’t do this really e.g. User generated content, ratings, reviews, 1:1 dialogue
      Current State
      = Transactions
      We do this stuff well e.g.
      Fines, Service Fees …
      18
    • 19. Move to Citizen Facing Systems & Relationships
      Food Safety Offences (www.foodauthority.nsw.gov.au/penalty%2Dnotices/) 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 http://sydney.mybikelane.com/
      19
    • 20. Social Media Marketing Challenge
      Low engagement consumer(click on content : limited effort & no content generation )
      Bookmarking
      Clicking a link to share info or start a discussion thread
      Video or photo viewing
      Rate a service
      Touch someone, teleport or gesture via avatar in Second Life (SL) virtual tourist location
      Microblogging (Twitter) – 140 characters SMS (excludes Australia)
      Commenting on a blog entry
      Write a review
      Create a video blog entry/vlog
      Build a city in SL, allow avatars to vote on favorite monuments or learn a language
      High engagement consumer( effort spent on content creation e.g. take a video, create artifact )
      Level of Engagement  Brand Signal  Brand Equity
      20
    • 21. September 2009 “Midlife Australians Flock To Social Media”
      Forrester Groups Social Media Activities Into Five Categories
      21
    • 22. September 2009 “Midlife Australians Flock To Social Media”
      Middle-Aged Australians Increased Content Consumption And Use Of Social Networks
      22
    • 23. September 2009 “Midlife Australians Flock To Social Media”
      Middle-Aged Australians Increased Content Consumption And Use Of Social Networks (Cont.)
      23
    • 24. March 2011 “Online Australians Shift To Social Networks”
      Most Online Australian Adults Use Social Media Regularly
      Increasing social media engagement
      24
    • 25. Leisure Conversationalists
      Base: US online leisure travelers
      Source: Forrester’s North American Technographics® Travel Online Studies, Q1 2010
      25
    • 26. Generation Y & 2020
      ...”They have a different understanding of ‘basic skills’ – wanting to get high-level overviews and return for ‘deeper dives’ when and if needed……………they are very much just-in-time learners and they will go to the Internet or other sources as they need information or skills…
      In 2020
      most Baby Boomers will have retired while Generation Y will
      dominate employment, comprising 42% of the workforce
      average job tenure will be around 3 years (4 years today) with voluntary annual turnover approaching 20%. More than 1 in 3 workers will be employed on a casual basis.
      Australia in 2020, Mark McCrindle
    • 27. Comparing User Engagement Across Different Ad Types
      (Psychster and allrecipes.com, 2010)
      Sponsored Content ads, in which individuals viewed a holiday page that was “brought to you by” a leading brand, were the most engaging but produced the least purchase intent of the 7 ad types tested.
      Corporate Profiles on social-networking sites produced greater purchase intent and more recommendations when users could become a fan and add the logo to their own profiles than when they could not.
      Give and Get Widgets in which individuals could create and customize something (a car or a dinner menu) and then either send it to a friend (“give” widget) or keep it for themselves (“get” widget) were more engaging than traditional banner advertisements but no more likely to produce an intent to purchase.
      Above conclusions held across brands (a leading soup brand and a leading car brand) and publishers (on Allrecipes.com and on Facebook.com), but like traditional ads, widgets had increased success if the brand was relevant to the website (i.e a soup brand on a cooking website).
    • 28. Go-Nowhere-Gamers
      “Perhaps worryingly, a new generation will reject travel altogether in favor of gaming, social networking and ‘always on’ media,” the report states. “As in-home leisure is becoming more engaging, a group of young people will emerge who do not go out any more.”
      Future of Free Time, April 2010
      28
    • 29. Agenda – SMMP (stage 1)
      Marketing transition
      8s framework
      The beginning of social search
      Tools and tactics of SMMP
      Facebook fan marketing
      Twitter and implications for real time marketing
      B2B Social Networking
      Best Practices in Social Media
      Social Graph
      Social Relationship Management
      Industry Adoption & ROI
      Future implications and where will the jobs come from ?
      29
    • 30. 8 S’s of Social Media Marketing Practice
      1. Social Graph
      6. Social
      (being vs having)
      2. Story Feed (Stream)
      7. Service Dominant
      8. Social Commerce
      3. Social Gesture
      5. Sharing Stories
      4. Social Object
      30
    • 31. “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.comupdate 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
      31
    • 32. Facebook Object Types for Social Graph
      latitude
      longitude
      street-address
      locality
      region
      postal-code
      country-name
      Contact Info :
      email
      phone_number
      fax_number
      location
      32
    • 33. 33
    • 34. The BBC as Social Graph
      Topics
      Events
      Music
      Programmes
      Users
      Gardening
      News
      Food
      34
    • 35.
    • 36. Facebook EdgeRanksource: 6 Tips to Increase Your Facebook EdgeRank and Exposure by Jim Lodico, 28/4/2011
      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, commentshave 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
    • 37. 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 to navigate a social net.(The News Feed - A Powerful UI Innovation, Fred Wilson, December 10,2007)
      Today we're ready to declare The Newsfeed the dominant internet metaphor of the day; the cascading waterfall of updates from your friends, with comments swirling even around those - that model is everywhere now!
      (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 network environment is described. The method includes generating news items regarding activities associated with a user of a social network environment and attaching an informational link associated with at least one of the activities, to at least one of the news items, as well as limiting access to the news items to a predetermined set of viewers and assigning an order to the news items. The method further may further include displaying the news items in the assigned order to at least one viewing user of the predetermined set of viewers and dynamically limiting the number of news items displayed. (US Patent 20080040673, Zuckerberg et al.)
      37
    • 38. Social Gesture
      @
      Block
      Bookmark
      Check-in (Foursquare)
      Comments
      #tags
      (Un)Follow
      Like (Facebook)
      Share
      Pokes
      Retweet
      Reblog
      Status update
      (Un)Subscribe
      38
    • 39. 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
    • 40. Social Psychology
      Reciprocity: we want to repay, in kind, what another person has provided us
      Consistency: desire to be (and to appear) consistent with what we have already done
      Social proof: to determine what is correct find out what other people think is correct
      Authority: deep-seated sense of duty to authority
      Likeability: we say yes to someone we like
      Scarcity: limitation enhances desirability
      Robert B. Cialdini, Influence: The Psychology of Persuasion (revised; New York: Quill, 1993)
    • 41. Social Media Marketing and Principles of Influence(adapted from blog of MischaCoster)
      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
      41
    • 42. Social Media Marketing and Principles of Influence(adapted from blog of MischaCoster)
      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
      Characterisein 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
      42
    • 43. Social Media Marketing and Principles of Influence(adapted from blog of MischaCoster)
      Social proof vs. Bystander effect
      Social proof ( show certain behaviour when enough others show and makes you want it more)
      Bystander effect builds on theory of diffusion of responsibility with more people around, the less I will feel personally responsible for taking action in situations the appeal to my sense of responsibility
      Conflict when enough others donate I don’t need to do so makes it unnecessary to act
      Last year 75% participated - would you be willing ? - Nobody else has done it this year, so I still need you to do it!”
      Norm is social proof
      Wisdom of Crowds & creating social proof
      set up and monitor user groups, interest groups, customer networks that allow marketers to learn rather then to teach about their product
      This was one of the highest scoring products among our test group
      This tested great among all the people that we tried it out on the internet
      43
    • 44. Research Based Importance of Social Proof
      “Werther” effect
      people suicide in copycat behaviour
      Pluralistic Ignorance
      Personal responsibilty is high if only one onlooker of distressed person
      Peer behaviour
      Child learning skill vs Parental instruction
      Herd Behaviour
      Marketing implications
      Word of mouth, testimonials, case studies
    • 45. Why Do People ‘Like’ A Company Or Brand?
      PalomaVazquez on November 1, 2010, www.psfk.com
      Extract from report released by ExactTarget and CoTweet
    • 46. Social Proof and Social Media Marketing
      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
    • 47. Social Objects
      47
    • 48. “…why social objects are the future of marketing.” (MacLeod 2008)
      Social Networks form around Social Objects**, not the other way around.
      (** Term attributed to JyriEngstrom) MacLeod Hugh (2008) GapingVoid.com
      48
    • 49. “Elegant Organisation”
      You don’t start communities. They already exist. They’re already doing what they want to do. The question you should ask is how you can help them do that better. Bring them “elegant organisation”.
      Jeff Jarvis (2009) quoting Mark Zuckerberg (Creator of Facebook) in
      “What Would Google Do?” Harper Business
      49
    • 50. 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
      50
    • 51. 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
    • 52. 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 Serkan's 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 "[", "]", "|")
      Example: "Comment - Share - Join Cause"
      52
    • 53. 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
    • 54. The largest funding platform for creative projects in the world
    • 55.
    • 56. platform facilitates carpooling and carsharing
      put passengers in touch with drivers – who are free to put a price on the rides they offer
      100,000 passengers find rides through Comuto per month
      traffic has doubled since volcanic eruption in Iceland
      56
    • 57. 57
    • 58. 58
    • 59. Wine Communities
      59
    • 60. 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
      60
    • 61. S-Commerce Strategies
      ACQUISTION
      RETENTION
      $$$
      Groupon

      Online

      F-commerce
      Amazon
      Amazon
      Amazon
      Physical availability
      See, touch, smell
      Try /use
      Human interaction
      Offline



      Key opportunities – social selling and social loyalty/retention
    • 62. How Shoppers Make Buying Decisions
      Which of the following are the three most important sources of information that you use to help make buying decisions?
      60%
      60%
      Online reviews more important than in-store employees, traditional media, and social networking
      50%
      40%
      30%
      29%
      29%
      27%
      24%
      23%
      20%
      21%
      19%
      14%
      10%
      11%
      10%
      0
      Friends / Family
      Data on mfg. sites
      Online reviews (store-based retailer sites)
      In-store employees
      Customer reviews on social networks
      Customer reviews (online- only retailer sites)
      Print
      Customer reviews on blogs, message boards
      TV
      Online professional reviews
      In-store product displays
      Sample Size = 1,000 U.S. consumers
      Source: Cisco IBSG Research & Economics Practice, 2010
    • 63. Groupon fuels innovation: at all levels of each stage of retail value chain
      Product
      Price
      Merchandising
      Payments
      Fulfilment
    • 64. S-Commerce Category Opportunities
      Recommendations and reviews
      Social network
      Service /syndication
      Group Buying
      Retail or manufacturer site
      Social network
      Service /syndication
      Communities
      Retail or manufacturer site
      Social network
      Service /syndication
    • 65. Social media marketing
      The benefits of social media marketing practice
      brand equity
      build enduring and intimate brand relationships
      Social ✔commerce
      accountable commercial outcomes
      research & development
      generate ideas, develop insights, test strategies
      knowledge management
      generate, aggregate, disseminate organisational knowledge
    • 66. Agenda – SMMP (stage 1)
      Marketing transition
      8s framework
      The beginning of social search
      Tools and tactics of SMMP
      Facebook fan marketing
      Twitter and implications for real time marketing
      B2B Social Networking
      Best Practices in Social Media
      Social Graph
      Social Relationship Management
      Industry Adoption & ROI
      Future implications and where will the jobs come from ?
      66
    • 67. Facebook is My Newspaper(Susie Wilkening, http://reachadvisors.typepad.com/)
      67
    • 68. Social Search
      It could represent a monumental shift in search technology. All major engines analyze the link structure of the Web as a key ingredient in determining what pages are most relevant -- a breakthrough that Google championed when it launched in 1998.
      A Web page that has a lot of other sites linking to it will rank higher, figuring more prominently in a given search, than one with only a few incoming links. Social search aims to shift power from Web publishers, who create these links, to everyday Internet users by examining their bookmarks or giving them tools to express their opinions.
      Current technology "delegates to Webmasters to decide what is important for the rest of us," says Bradley Horowitz, director of technology development at Yahoo. "Social search is about democratizing this power.”
      Yahoo Social Circle by Ben Elgin, January 23, 2006, Business Week
      68
    • 69. Detecting flu trends using search engine query data (intentionality)
    • 70. 16 million people in the UK accessed Internet via mobile phones in December 2009.
      Total of 6.7 billion pages and 4.8 billion minutes online during the month.
      Top 10 sites accounted for 70 per cent of total pages viewed and total time online
      For comparative purposes 2.4 million Australians went online via mobile in June 2010
      70
    • 71. Australia Leads Average Time Spent per Person on Social Media Sites
      Facebook accounted for 56 % of total number of sessions on social networking/UCG sites in Australia, followed by Yahoo!7 20%, YouTube 10%, Wikipedia (7%) and Blogger (3%)
      Relates to users of a home broadband internet service. Source: Nielsen Online, June 2010
      71
    • 72. Australia Leads Average Time Spent per Person on Facebook
      72
    • 73. Referral & Destination Traffic for April 2010agl & originenergy
      Sites people visit before going to agl.com.au
      facebook.com (21.19%)
      google.com (15.57%)
      google.com.au ( 2.68%)
      Sites people visit after leaving agl.com.au
      facebook.com (31.6%)
      energyaustralia.com.au (< 0.1%)
      google.com.au (<0.1%)
      Sites people visit before going to originenergy.com.au
      google.com.au (46.37%)
      google.com (25.33%)
      facebook.com ( 13.90%)
      Sites people visit after leaving orginenergy.com.au
      google.com (31.03%)
      google.com.au (22.31%)
      facebook.com (9.22%)
      73
    • 74. Alexa Audit 12/04/11 – Demographics of Australian Web Sites (.au)
      What kind of visitors are we attracting ?
      visited more frequently by users in the age range 55-64 and no college education.
      graduate school educated and browse from work.
    • 75. 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
      75
    • 76. 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
    • 77. 8 Levels of Social Media Analytics
      http://manobyte.com/blog/index.php/2008/11/what-is-social-media-analytics
      orginally adapted from Davenport T (2007), Competing on Analytics
      77
    • 78. 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 hashtagsand keywords in Twitter streams
      Start immediately (~3 mins) with Netvibes and vocabulary
      78
    • 79. Google Reader
      • Free
      • 80. Collects info from Twitter, blogs, and other RSS sources
      • 81. Allows for easy sharing
      • 82. Info all in one spot
      • 83. Less real-time (both benefit and drawback)
      • 84. Track what’s read/not
      • 85. Powerful: Star, share, email, tag, notes, trends
      • 86. LinkedIn - Job changes, New connections, Updates and Groups
      79
    • 87. Other monitoring options
      80
    • 88. Brand Equity - Conversational
      Conversation Gap (Rubel 2005)
      Brand share of the online conversation
      Gap between the total number of conversations about a category and the proportion which mention the brand operating in the category
      Equities of a Brand (Stein 2006)
      Topics being mentioned in conversations about a brand with equity share corresponding to the frequency at which each topic is mentioned
      See pp 115-116 Cook, N 2008. Enterprise 2.0 Hampshire,England: Gower Publishing
      81
    • 89. Conversation Gap - Vacation and Paris
      * Total identified blogs: 99,181,005 @ 18 December, 2008
      82
    • 90. Conversation Gap - Vacation and Paris or Sydney
      * Total identified blogs: 151,048,780 @ 24 November, 2010
      83
    • 91. Paris – Equity Share Analysis of Attributes
      * Total identified blogs: 151,048,780@ 24 November, 2010
      84
    • 92. Blog Mentions:Sydney Opera House, Taj Mahal & Great Wall China
      A review of the blogosphere on 8 June 2010 reveals 126.87 million blogs
      85
    • 93. How Social Media Supports the Myth of Paris
      Casablanca
      “We'll Always Have Paris”
      Lamps, Eiffel Tower,france,
      night, street, notredame,
      bw, church, architecture,
      toureiffel, city, cathedral,
      louvre, museum
      City of love , city of lights, landmarks , museums & galleries, Cafés, coffee, conversations, friendship, artists, lovers, philosophers
      86
    • 94. Content Marketing
      Thought leadership, thought leadership & thought leadership
      Content marketing is second guessing what your customers need to know and delivering the info in a relevant and compelling manner
      Best practices, case studies and success stories
      Not media company driven content but content for customers
      Provide materials to support a service where customer says
      ‘Wow, you really made this easier for me!’”
      e.g. Blendtec “Will it blend?”
      87
    • 95. 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
      88
    • 96. Content Syndication
      RSS
      Social bookmarking sites
      News
      Digg.com, Propeller.com, Reddit.com, Mixx.com, Shoutwire, Furl.com
      Bookmarking
      Del.icio.us
      Channel surfing
      StumbleUpon.com
      SME Marketing
      SmallBusinessBrief.com
      SEO
      Sphinn.com
      Content marketing
      Junta42.com
      89
    • 97. “New Rules of New News Releases”
      Don’t send news releases only when “big news” is happening
      Find good reasons to send news releases all the time
      Don’t just target a handful of journalists
      Create news releases appealing directly to your buyers.
      Write releases rich with your keywords
      Include compelling offers consumers action
      Add social media tags with keywords so release can be found
      Drive people into the sales process with a news release.
      David Meerman Scott’s The New Rules of Marketing and PR, 2007
      90
    • 98. Marketing Content
      Audio and video recordings of interviews,roadshows or roundtables for repurposing e.g.podcasts
      Release schedule focusing on key topics affecting customers with a free subscription
      Send out news releases through a keyword-optimized service e.g. PRWeb, eReleases (paid) or PR.com, Clickpress (free)
      Send releases direct to influential bloggers and post on Scribd and FreeIQ
      Post videos of interviews on YouTube and industry specific video portals specific to your industry
      Upload audio & video to microsite relevant podcast directories
      All articles with own HTML pages on microsite
      Each article with social media capabilities, such as letting people add it to Facebook, Digg, or StumbleUpon
      Provide a free e-book or whitepaper on microsite for downloading to continue the conversation with current customers information on prospects so that you can begin a conversation (no sales pitch education only)
      RSS feeds available for Web content
      New news releases are for building key links and for helping bloggers and influencers find the site
      Upload articles to key vertical and social bookmarking sites
      If deemed relevant create a Facebook fan page and invite key customers to join the Facebook group
      Adapted from Joe Pulizzi and Newt Barrett (2009) Get Content Get Customers, McGraw Hill
      91
    • 99. Diverse Content Practices
      Millerwelds.com
      Category killer for welding information
      Tween Waters Inn (Captiva Island)
      Fleishman-Hillard
      BoomerBlog.com & NextGreatThing.com
      David Lawrence Centre
      Mental Health & Substance abuse
      Kitchen Studio of Naples, Florida
      annporter.wordpress.com/
      Maui Wowi Franchisee
      CoffeesAndSmoothies.blogspot.com
      Bitemark.com
      Conversion rate blog
      Mindjet
      Pinsent Masons
      Outlaw.com
      92
    • 100. Article Directories
      EzineArticles.com
      ArticleDashboard.com
      Buzzle.com
      WebProNews (internet marketing)
      IdeaMarketers.com
      ArticleAlley.com
      ArticleCube.com
      93
    • 101. Pyramid of Economics of Social Content
      Original Content = X
      Original Content + Ratings/Reviews = 2X
      Original Content + Ratings/Reviews + User generated content = 4X
      Source: Happe R. (2009) Social Media in the Enterprise, GigaomPRO
      HGTV
      Rate My Space
      • over 22MM page views per month, adding new ad revenue
      • 102. 3 additional campaigns and launched new tv series based on the online content
      94
    • 103. Marketing in an Unpredictable WorldDuncan Watts & Steve Hasker, Harvard Business Review, September 2006
      Increase the number of bets, and decrease their size
      Focus on detection, measurement, and feedback
      Follow through with flexible marketing budgets
      Exploit naturally emerging social influence
      Build flexibility into supply chains and contracts
      “The implication for marketing executives is that they should de-emphasize designing, making, and selling would-be hits and focus instead on creating portfolios of products that can be marketed using real-time measurement of and rapid response to consumer feedback”.
      95
    • 104. Agenda – SMMP (stage 1)
      Marketing transition
      8s framework
      The beginning of social search
      Tools and tactics of SMMP
      Facebook fan marketing
      Twitter and implications for real time marketing
      B2B Social Networking
      Best Practices in Social Media
      Social Graph
      Social Relationship Management
      Industry Adoption & ROI
      Future implications and where will the jobs come from ?
      96
    • 105. Relationships # Technologies
      In Saren M. (2006) Marketing Graffati, Butterworth-Heinemann
      97
    • 106. 98
    • 107. Social Media Concepts
      99
    • 108. Social Bookmarking
      Information sharing and promotion for content
      Delicious acquired by founders of YouTube(AVOS)
      Social bookmarking rank well in search
      Increase audience reach e.g. non-commercial users
      Top 4 general sites
      Digg,Delicious, Redditand Stumbleupon
      Top niche sites
      Slashdot.com (technical)
      Sphinn (search)
      tipd.com (financial)
      kirtsy (female)
    • 109. Forums
      Zappos.com
      subscription-based
      forum
      an online electronics store, gives
      members the option of discussing
      issues 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.
    • 110. Social Networking
      Technology and services creating unique personal profiles, mapping out relationships, and leveraging connections to accomplish a task.
      Key characteristics of Network :
      • Personal Profile
      • 111. Visible Relationships
      • 112. Connections
      Profiles: The Real Value Of Social Networks by Charlene Li, Forrester, July 2004
      102
    • 113. Popular Social Networking Sites by Country
      China (420 M) - QQ, Xiaonei (now RenRen), 51, Tencent
      UK - Facebook, Bebo, MySpace
      NZ - Facebook, Bebo MySpace
      USA - Facebook, MySpace, Twitter
      Korea – Cyworld
      Japan – Twitter, Mixi.jp (22 M users at 31/10)
      Germany - Facebook, StudiVZ, MySpace
      These social networks exclude popular dating sites
      e.g. Flirtomatic (UK) and loveonline (NZ)
      103
    • 114. 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
      104
    • 115. TREND
      Motivation to Blog
      The Journal of Advertising Research (Huang et al., Dec 2007) identified five major motivations for a blogger to blog:
      self-expression
      life documenting
      commenting
      forum participating
      information searching
      The idea of being able to escape the real world
      Web-based technologies help to unlock existing human needs
      105
    • 116. Tag Cloud of Paige’s Story About Travel to Paris
      Created from Daniel Steinbock’sTagCrowd under Creative Commons ©
      106
      106
    • 117. 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 Tire's day trip to Monet's gardens and house in Giverny, about an hour outside Paris."
      17. "I wanted Paige to get a feel for shopping experiences that she would not have at home (aka the ubiquitous mall). "
      19....."I know Paige will
      treasure the memory of
      this girl's trip for many
      years to come."
      +
      16. "On our trip to Giverny, we met a young 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 lamb. We shared two dessert soufflés, one chocolate and the other cherry/almond. Yum"
      +
      3. Paris
      11.Sites
      +
      1.Gayle
      +
      15." Michael Osman is an American artists living in Paris."
      "He supplements his income by being a tour guide." I" found out about him on Fodors"
      "So I engaged Michael for two days."
      +
      2. Paige
      14. "They had decide to come to Paris to find the Harley Davidson store so they could buy Harley Paris t-shirts."
      +
      4.”The occasion was my cousin Paige’s 16th”
      5. “I am a Canadian and get by in French.”
      13."The father stretched out his cupped hands which held all of the pieces they were able to recover, including the memory stick and he very solemnly said, "El muerto...".
      9. "I bought a Paris Pratique pocket-sized book at a Metro station. This handy guide has detailed maps of each arrondisement, as well as the metro lines, the bus lines, the RER and the SCNF (trains). I'll never be without this again."
      6. "All I can say is WOW! We rented a 2 bedroom, 1 ½ bath apartment (two showers), "Merlot" from ParisPerfect http://www.parisperfect.com/ and boy was it ever perfect! "
      12. Unforgettable Memories
      "This trip had so many memories, but here are a few choice highlights........On our very first night, knowing that the Eiffel Tower light show started at 10:00 p.m.... she [Paige] dropped
      her camera…down 6 flights…we were stunned…Spanish
      Family below standing below [with pieces of the camera]”
      10."Six months before our trip, I gave Paige a couple of good guide books on Paris and suggested she let me know what her interests were since after all, this was to be her trip."
      7. “We had a full view of the Eiffel from our charming little terrace. ....We were within walking distance to two metro stops (Pont d'Alma or Ecole Militaire) "
      8. "We were walkable to many good bistros, cafes and bakeries and only a few blocks from the wonderful market street Rue Cler."
      107
    • 132. Linguistic Inquiry and Word Count (LIWC)Text Analysis : The Psychological Power of Words
      Pennebaker, J. W., Francis ME, Booth RJ. (2001). Linguistic Inquiry and Word Count (LIWC): LIWC2001. Mahwah: Lawrence Erlbaum Associates.
      108
    • 133. Iconic Sites & Scenes from Paris Blog
      Eiffel tour night show
      The Marais
      Notre Dame
      L'Arc de Triomphe - 248 steps up and 248 steps down...
      Champs Elysee
      Jacquemart Museum
      Louvre Lite
      Musee D'Orsay
      Les Invalides, Napoleon's 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/
      109
    • 134. Marketing & Advertising Strategy Implications from Paige’s Story
      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”
      110
    • 135. Publicity Effectiveness of Blogs versus online Magazines
      The results of the current study clearly show that the publicity effectiveness of blogs is higher than that of online magazines. 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.
      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 marketers with a new kind of far-reaching effective publicity generated by blog producers 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.
    • 136. Flickr - Photos
      • Join a photo sharing site e.g. Flickr or Picasa
      • 137. Upload photos and create a slideshow
      • 138. Use the embed code from the slideshow or follow your blogs rules to embed it on your blog. Use HTML tab in blog form.
      • 139. Optimize photos for the Web via Photoshop or via a Web-based solution(webresizer.com)
      • 140. Provide interesting captions to your photos to tell the story
      112
    • 141. Canada
      113
    • 142. Tiffany Co.
      114
    • 143. LVMH – Louis Vuitton
      115
    • 144. Blendtech & Old Spice
      700,884
      Susan Boyle
      62,169,017
      “United Breaks Guitars”
      10,177,221
      Old Spice
      The Man Your Man
      Could Smell Like
      30,796,471
      ** views current as at 25 March 2011
    • 145.
      • Check out http://www.youtube.com/t/creators_corner e.g. 3D, cloud editor
      • 146. Interview people, have a talk show, do a video blog with commentary, make short films, be creative
      • 147. Embed the video on your blog. Embed code is readily available to the right of your videos on YouTube
      • 148. Username becomes a channel
      • 149. Tag videos with appropriate key terms to help others find your content
      • 150. Explore and post other video sites, like Vimeo, Viddler
    • User generated video reviews show strong presence of strategic advertising elements
    • 151.
      • Check out http://www.youtube.com/t/creators_corner e.g. 3D, cloud editor
      • 152. Interview people, have a talk show, do a video blog with commentary, make short films, be creative
      • 153. Embed the video on your blog. Embed code is readily available to the right of your videos on YouTube
      • 154. Username becomes a channel
      • 155. Tag videos with appropriate key terms to help others find your content
      • 156. Explore and post other sites, like Vimeo, Viddler
      119
    • 157. YouTube Insight – Video Analytics
      120
    • 158. Archetypes of Consumer Conversations About CG Ads Campbell et al (2011), Understanding Consumer Conversations Around ads in a Web 2.0 World, Journal of Advertising Research, vol 40, no.1, Spring, pp.87-102
      The Debate
      The Inquiry
      Conceptual
      The
      Oppositionary
      Collaborative
      Emotive
      The Flame
      The Laudation
      121
    • 159. Engaging Video Ingredients: Deconstructing a TEDTalk[ TEDTALK 2010] Mini-Documentary Thomas Clifford 1/4/2011
      Simple – video follows two people appearing at an event.
      Emotional – includes emotional ups and downs.
      Intriguing - kept in suspense through a compelling storyline.
      5 main ingredients:
      Music
      Interviews
      Live event: before
      Live event: during
      Live event: after
      122
    • 160. UStream.tv
      • Live streaming video from desktop or smartphone
      • 161. With a laptop and a Web cam or camcorder connectedyou can easily broadcast live from an event
      • 162. Easy to embed in your blog or Facebook via application
      • 163. Show pages allow for audience to chat and comment on an episode
      123
    • 164. Mashups
      Web application combining data from more than one source into a single integrated view or tool
      Online directory of mashups: http://programmableweb.com/mashups
      124
    • 165. Agenda – SMMP (stage 1)
      Marketing transition
      8s framework
      The beginning of social search
      Tools and tactics of SMMP
      Facebook fan marketing
      Twitter and implications for real time marketing
      B2B Social Networking
      Best Practices in Social Media
      Social Graph
      Social Relationship Management
      Industry Adoption & ROI
      Future implications and where will the jobs come from ?
      125
    • 166. Australian Facebook DemographicsSource:checkfacebook.com – 22/11/10
      Country Audience
      9,530,800
      (1.74% of global)
      126
    • 167. Facebook Pages
      What would it be like to work with you?
      News about your business
      Share your work
      Share blog posts
      Specials and events only on Facebook
      Use your own voice.
      127
    • 168. Case Studies - Facebook
      TommeeTippee Australia
      Brasnthings
      SSP (Sydney international airport)
      Logos Bible Software
      Coldstone Creamery
      Del Mar racetrack
      Washington Redskins
    • 169. Posting to Facebook
      Post events to Facebook :
      In your Group or Fan page create an event
      Invite Fans or Facebook friends to attend the event - this engages your community
      Share the event specific URL via Twitter too (use bit.ly)
      Take your Twitter/Blog bit.ly URL and share it on Facebook via the “what’s on your mind” status update by Pasting the link
      129
    • 170. Like, Comment & Share
      The “Like”, “Comment” and “Share” features on Facebook are three good ways to monitor your posts, but more importantly to help spread the word of your events as well as other events that your friends find interesting and relevant.
      If you don’t want to leave a comment just click on the “like” button
      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
      If you really like the posting and want all of your friends/fans to know about it click on the “share” button.
      130
    • 171. Facebook – Main Tabs
      Wall – mini press releases, announcements
      Info – static information, Overview, mission, etc.
      Photos – multiple photo albums
      Videos
      You can add custom tabs
      131
    • 172. 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
      132
    • 173. The 12 most annoying types of Facebookers
      The Let-Me-Tell-You-Every-Detail-of-My-Day Bore
      The Self-Promoter
      The Friend-Padder.
      The Town Crier
      TMIer (The Much)
      The Bad Grammarian
      The Sympathy-Baiter.
      The Lurker
      The Crank
      The Paparazzo
      The Obscurist
      The Chronic Inviter
      133
    • 174. Sharing Your Content and InformationDate of Last Revision: October 4, 2010 Statement of Rights and Responsibilities
      Statement of Rights and Responsibilities
      Sharing Your Content and InformationYou own all of the content and information you post on Facebook, and you can control how it is shared through your privacy and application settings. In addition:
      For content that is covered by intellectual property rights, like photos and videos ("IP content"), you specifically give us the following permission, subject to your privacy and application settings: you grant us a non-exclusive, transferable, sub-licensable, royalty-free, worldwide license to use any IP content that you post on or in connection with Facebook ("IP License"). This IP License ends when you delete your IP content or your account unless your content has been shared with others, and they have not deleted it.
      When you delete IP content, it is deleted in a manner similar to emptying the recycle bin on a computer. However, you understand that removed content may persist in backup copies for a reasonable period of time (but will not be available to others).
      When you use an application, your content and information is shared with the application.  We require applications to respect your privacy, and your agreement with that application will control how the application can use, store, and transfer that content and information.  (To learn more about Platform, read our Privacy Policy and About Platform page.)
      When you publish content or information using the "everyone" setting, it means that you are allowing everyone, including people off of Facebook, to access and use that information, and to associate it with you (i.e., your name and profile picture).
      We always appreciate your feedback or other suggestions about Facebook, but you understand that we may use them without any obligation to compensate you for them (just as you have no obligation to offer them).
      134
    • 175. Agenda – SMMP (stage 1)
      Marketing transition
      8s framework
      The beginning of social search
      Tools and tactics of SMMP
      Facebook fan marketing
      Twitter and implications for real time marketing
      B2B Social Networking
      Best Practices in Social Media
      Social Graph
      Social Relationship Management
      Industry Adoption & ROI
      Future implications and where will the jobs come from ?
      135
    • 176. 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/
    • 177. Water Cooler Intelligence Microbloggingmicrosharing -> microlearning
      Status management without walking around -touching base
      Checking the overall state of company or group - awareness
      Response and listening – all optional i.e. a pub/sub model
      Spot check all is well or anyone absent or problems ?
      Adjust accordingly and move on
      Collaborate
      Share info
      Get to know others
      More aware
      What are you working on ?
      What is taking up time – ask advice
      What did you learn ?
      137
    • 178. A Look at the Numbers
      Worldwide visitors approached 10M in Feb 2009, up 700+% vs. Feb 2008 (Comscore)
      180 M unique visitors per month( Huffington Post, 30/4/2010)
      105,779,710 registered users (ibid)
      60+% stopped using Twitter a month after joining (Neilsen Online, via Reuters)
      Older than you think!
      18-24 year olds 12% less likely than average to visit Twitter
      25-54 year old crowd is driving this trend
      45-54 year olds 36% more likely to visit Twitter, making them the highest indexing age group
      Next is 25-34 year olds: 30% more likely
      Twitter rose to over 800,000 users in June 2009, up from 13,000 in 2008**
      Twitter gets a total of 3 billion requests a day via its API
      Twitter's search engine receives around 600 million search queries per day.
      2007 ~ 5,000 tweets per day
      2008, ~ 300,000 tweets per day
      2009 ~2.5 million tweets every day
      End 2009 Tweet growth 1,400% reaching 35 million tweets per day
      Feb 2010 Twitter sees 50 million tweets created per day or 600 TPS
      Source :Measuring Tweets, twitter blog, @kevinweil, viewed July 5 2010
      <http://blog.twitter.com/2010/02/measuring-tweets.html>.
      Source: Reuters reporter Alexei Oreskovic.
      ** comScore study, June 2009 Reported in Marketing Charts, August 17th 2009
      138
    • 179. 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
      139
    • 180. 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
      140
    • 181. 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 tab
      Email notifications turned on, you’ll also get an email message when somebody DMs .
      DMsdon’t appear in either person’s public timeline or in search results. No one but you can see your DMs.
      You can send DM only to people who are following you. Conversely, you can receive them only from people you’re following.
      You can send DMs from the Direct Messages tab by using the pull-down menu to choose a recipient and then typing in your note. To send a DM from your home page, start your message with “d username,” like this:
      dStephenieHow about next Monday?
      141
    • 182. Finding People to Follow
      Go to www.search.twitter.com
      In the advanced search field enter: near:2066 within:25km
      Replace with your zip 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 interest
      If you find a local Twitter with lots of followers go to their page and click on the pictures on their page of their followers
      www.tweetva.com to check a Twitter business listing
      www.wefollow.comand “Enter a Tag” to follow the results
      Visit pages of people who follow you and check out their followers to see if you want to follow them
      142
    • 183. Now this is word of mouth!
      143
    • 184. This is Negative WOM!
      Should We Care?
      144
    • 185. Feedback & Complaints Management
      CustomerService
      Direct sales via links & Promotions
      145
    • 186. Twitter Tools & Applications
      CommuterFeed.comusers tweet traffic info
      TweetDeck
      TweetStats
      146
    • 187.
    • 188. Relationship to IM & e-mail
      Augments, does not replace
      Email – longer strands of asynchronous info
      IM – direct conversation, file sharing, video, screen sharing – Skype
      Phone – more complex messages; more critical conversations where tone is important
      148
    • 189. First steps
      Consider FaceBook first
      Try Twitter or Yammer starting small
      Have fun, and give them a chance
      Add social media to your profile
      149
    • 190. What Can You Do?
      How could your business provide “elegant organisation” for your customers and staff with Twitter or Yammer and themobile phone?
      150
    • 191. Agenda – SMMP (stage 1)
      Marketing transition
      8s framework
      The beginning of social search
      Tools and tactics of SMMP
      Facebook fan marketing
      Twitter and implications for real time marketing
      B2B Social Networking
      Best Practices in Social Media
      Social Graph
      Social Relationship Management
      Industry Adoption & ROI
      Future implications and where will the jobs come from ?
      151
    • 192. LinkedIn
      Over 75 million users
      2M+ professionals in Australia (~40% of professionals)
      Widely used in Financial Services (Sydney, Brisbane & Melbourne)
      Australian member usage
      ~ 8 minutes per month
      152
    • 193. Find and recruit staff
      Create employee groups and pool ideas
      Create a company profile
      Network with related professionals
      Be a Resource
      Answer Questions as an expert in your field.
      Provide referrals.
      Make meaningful connections.
      Use an Authentic Style in your Profile
      153
    • 194. Guy Kawasaki’s 11 Ways to Use LinkedIn:
      1. Increase your visibility
      2. Improve your connectability
      Improve your Google PageRank
      4. Enhance your search engine results
      5. Perform blind, “reverse,” and company reference checks
      6. Increase the relevancy of your job search
      7. Make your interview go smoother
      8. Gauge the health of a company
      9. Gauge the health of an industry
      10. Track startups.
      11. Ask for advice. (LinkedIn Answers)
      Source: http://blog.guykawasaki.com/2007/01/ten_ways_to_use.html
      154
    • 195. 155
    • 196. 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/)
      156
    • 197. On demand Webinar Zipcast™ (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
      Start Zipcast & enable live video
      Cons – can’t record, schedule, register or take payments
      157
    • 198. Agenda – SMMP (stage 1)
      Marketing transition
      8s framework
      The beginning of social search
      Tools and tactics of SMMP
      Facebook fan marketing
      Twitter and implications for real time marketing
      B2B Social Networking
      Best Practices in Social Media
      Social Graph
      Social Relationship Management
      Industry Adoption & ROI
      Future implications and where will the jobs come from ?
      158
    • 199. Best Practices - Sharing
      Add “Share This” widgets to your website
      Create your own widgets that or visitors can
      share on their own sites and pages
      Share the content of others
      Share your own content across platforms
      159
    • 200. Best Practices: RSS
      Make sure your content has an RSS feed
      Share your RSS feed with site visitors, social network friends
      Use RSS feeds to help streamline your social media workflow
      Bloglines Web-based aggregator www.bloglines.com
      160
    • 201. Best Practices: Blogging
      Pick an interesting voice
      Maximize outbound links
      Set outbound links to be opened in a new window
      Invite and encourage conversation
      161
    • 202. Best Practices: YouTube
      Get a nonprofit channel
      Tag your videos with keywords
      Embed videos in your blog and website
      Engage commenters
      162
    • 203. Best Practices: Facebook
      Profiles are for People
      Get a Page, Get Some Fans
      Use Groups* for largescale controlled membership
      Use Events to Generate Attendance
      Causes: Donations
      Note: “Groups” # “groups”
      163
    • 204. Best Practices: Twitter
      70 – 20 – 10 Engagement Model (Angela Maiers)
      70% - Sharing others voices, opinions, and tools
      20% - Responding, connecting, collaboration, and co-creating with like-minded Twitter colleagues
      10% - Promoting and/or chit-chatting
      164
    • 205. Ping.FmPost Multiple Social Networks Simultaneously
      Posting methods
      status updates “@s”
      micro-blogging “@m”
      Blogging “@b blog title^post”
    • 206. Agenda – SMMP (stage 1)
      Marketing transition
      8s framework
      The beginning of social search
      Tools and tactics of SMMP
      Facebook fan marketing
      Twitter and implications for real time marketing
      B2B Social Networking
      Best Practices in Social Media
      Social Graph
      Social Relationship Management
      Industry Adoption & ROI
      Future implications and where will the jobs come from ?
      166
    • 207. A New Way of Marketing ?
      Social Network
      Marketing
      1:1
      Marketing
      ‘All Customers
      in a network
      interrelated’
      Segment
      Marketing
      ‘All Customers are different’
      ‘All Customers
      in a segment
      the same’
      Shotgun
      Marketing
      ‘All Customers
      the same’
      167
    • 208. Giant Global Graph
      'll be thinking in the graph.
      My flights.
      My friends.
      Things in my life.
      My breakfast.
      What was that? Oh, yogourt, granola, nuts, and fresh fruit, since you ask.
      Submitted by timbl on Wed, 2007-11-21
      http://dig.csail.mit.edu/breadcrumbs/node/215
      168
    • 209. 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
      169
    • 210. 170
    • 211. 171
    • 212. 172
    • 213.
    • 214. 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
      174
    • 215. UCINET 6
      UCINET IV for DOS is free
      Grab bag of techniques and procedures
      Matrix centered view
      rows & columns - actors
      cell value - relationship
      Citation
      Borgatti, S.P., M.G. Everett, and L.C. Freeman. 1999. UCINET 6.0 Version 1.00. Natick: Analytic Technologies.
      Network analysis requires:
      ##h file contains meta data about the network
      ##d file contains the actual data about the network
      175
    • 216. Useful References
      UCINET user guide
      Tutorial Prof Hanneman
      Network Analysis in Marketing (Webster & Morrison 2004)
      www.insna.org(international network for social analysis)
      176
    • 217. Data Language (DL) Filetype
      dl nr = 6, nc = 4
      col labels:
      hook,canyon,silence,rosencrantz
      data:
      0 1 1 0
      1 0 1 1
      1 1 0 0
      dl nr = 6, nc = 4
      row labels embedded
      col labels embedded
      data:
      Dian Norm Coach Sam
      Mon 0 1 1 0
      Tue 1 0 1 1
      Wed 1 1 0 0
      Thu 0 1 0 0
      Fri 1 0 1 1 
      Sat 1 1 0 0
      177
    • 218. Standard Data SetsBorgatti, S.P., Everett, M.G. and Freeman, L.C. 2002. Ucinet 6 for Windows. Harvard: Analytic Technologies.
      BERNARD & KILLWORTH
      FRATERNITY interactions among students living in a fraternity at a West Virginia college
      HAM RADIO radio calls made over a one-month period (voice-activated recording device)
      OFFICE interactions in a small business office.
      TECHNICAL
      CAMP 92
      COUNTRIES TRADE DATA
      DAVIS SOUTHERN CLUB WOMEN observed attendance at women’s club in 1930s
      FREEMAN'S EIES DATA
      GAGNON & MACRAE PRISON
      GALASKIEWICZ'S CEO'S AND CLUBS
      KAPFERER MINE
      KAPFERER TAILOR SHOP
      KNOKE BUREAUCRACIES 10 organizations and two relationships – money & info exchange
      KRACKHARDT HIGH-TECH MANAGERS
      KRACKHARDT OFFICE CSS
      NEWCOMB FRATERNITY
      PADGETT FLORENTINE FAMILIES
      READ HIGHLAND TRIBES
      ROETHLISBERGER & DICKSON BANK WIRING ROOM
      SAMPSON MONASTERY Experimental and case study of social relationships." Doctoral dissertation, Cornell Univ.
      SCHWIMMER TARO EXCHANGE
      STOKMAN-ZIEGLER CORPORATE INTERLOCKS
      THURMAN OFFICE
      WOLFE PRIMATES
      ZACHARY KARATE CLUB
      178
    • 219. NodeXL - Excel 2007 template for viewing and analyzing network graphs
      www.codeplex.com/NodeXL
      179
    • 220. Agenda – SMMP (stage 1)
      Marketing transition
      8s framework
      The beginning of social search
      Tools and tactics of SMMP
      Facebook fan marketing
      Twitter and implications for real time marketing
      B2B Social Networking
      Best Practices in Social Media
      Social Graph
      Social Relationship Management
      Industry Adoption & ROI
      Future implications and where will the jobs come from ?
      180
    • 221. The benefits of a house (“own”) COMMUNITY
      Social commerce
      Donations, gifts, e-coupons…
      Brand equity
      build enduring and intimate brand relationships in Australia
      and globally
      Research &
      Development
      generate ideas, develop insights, test strategies
      Knowledge management
      generate, aggregate, disseminate organisational knowledge
    • 222. your community
      Building your community
      Integration with industry specific platforms
      Integration with social media platforms
      Leveraging existing offline channels
      SEO, SEM & SMO
    • 223. How to Commence
      Identify where social network data and content can/should be integrated e.g. Web site
      Leverage existing identity and social graphs where your audience hangs, e.g. Facebook Connect
      Privacy and permission policies and processes aligned with an open strategy
      183
    • 224. OrganisationalView
      Identify key influencers
      Maximise budgets
      Precision targeting
      Morph “CRM” to “SRM”
      184
    • 225. 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/
      185
    • 226. 186
    • 227. 187
    • 228. Free Open Source Social Network Engines
      Elgg Open Source – www.elgg.org
      • open source is often difficult to set up (pretty normal for free)
      • 229. Elgg is an open source social networking platform
      • 230. Plugin-in based widgets and additions
      • 231. No coding required if you don’t want to
      • 232. Coding possible if you want to
      • 233. some LAMP knowledge required
      • 234. Profiles, Activity streams, (micro) Blogging, Groups &
      Discussions, Pages, Photo & Video Gallery…
      188
    • 235. What you will Get
      Your Own Social Networking Site
      installed on your own servers on your own network for just your own employees and business partners
      Tools
      Enabling employees to connect amongst each other in geographic location
      share and collaborate within company
      communicate externally with B2B partners
      Profiles, Activity Streams, Conversations, Blogging, Social Bookmarking
      Social Focus
      Rich profiles foster teamwork and build relationships that span boundaries such as the location, department and job functions.
      Expert location allows the ability to identify key people who have specific knowledge or strategic business relationships, both internally and externally
      Allows potential recruits to create profiles and upload references ready for HR or employment beyond face to face meetings
      Real-time updates
      on site
      groups
      channel activity e.g. a channel can be set up for the SchweizerBundesfeier / Fête nationale Suisse for all parties needing to be informed of special activities e.g. availability of specially baked bread for employees and customers or for key executives to provide inputs for strategic plans
      Real-time microblogging style conversations with Twitter interactions permissible
      189
    • 236. Groups
      190
    • 237. Microblogging
      191
    • 238. Real-time updates :on site, groups and channel activity.
      192
    • 239. Rich, informative profiles for employees, managers and partners
      193
    • 240. 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
      194
    • 241. Launching a Social Network Service
      What is your social object ? Define your vocabulary
      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
      195
    • 242. Mobile Site Auditor (Beta)
      Go to: po2.co/msa
      Enter email & URL
      Analyze 100 pages
      Optimize conversion
      196
    • 243. 197
    • 244. 198
    • 245. 199
    • 246. Tools for Lead Generation
      Facebook, Twitter and LinkedIn
      Google Alerts and Twitter Alerts reasons to create conversations
      SocialToo tracks new and lost followers.
      GeoChirp is focus on a specific geography
      TubeMogulspread the word with video
      Twellow finds people
      Sproutsocial manages social interactions
    • 247. Agenda – SMMP (stage 1)
      Marketing transition
      8s framework
      The beginning of social search
      Tools and tactics of SMMP
      Facebook fan marketing
      Twitter and implications for real time marketing
      B2B Social Networking
      Best Practices in Social Media
      Social Graph
      Social Relationship Management
      Industry Adoption & ROI
      Future implications and where will the jobs come from ?
      201
    • 248. A Tale of Two Business Models for Dating
      202
    • 249. Show me the money!
      Wallflowers (low – or no - engagement in 6 or less channels)
      Selectives (high engagement in 6 or fewer channels)
      Butterflies (low engagement in 7 or more channels
      Mavens (high engagement in 7 or more channels)
      *Source: Engagement db.com July 2009
      Prepared by Wetpaint and Altimeter
      203
    • 250. Dell
      Joined Twitter in 2007
      Has achieved over US$3 million in sales from Twitter followers
      Multiple accounts
      Offer special deals with links
      Tracks conversions with proprietary software
      204
    • 251. Measuring the ROI of Social Media
      In Social Media, several metrics that can be taken into account:
      Attention (=traffic)
      Participation (=comments, ratings, etc.)
      Authority (=Technorati rating, inbound links, trackbacks)
      Influence (=subscribers, fans, followers)
      Sentiment (=largely immeasurable)
      205
    • 252. Potential Goals & Measures
      206
    • 253. Measuring Tips
      Use URL shorteners like 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
      Can help you develop metric benchmarks for envisioning success
      207
    • 254. Metrics
      208
    • 255. Social Learning
      209
    • 256. Social Travel
      210
    • 257. Top 12 Travel Tasks
      Research flights for an upcoming trip
      Plan a road trip of over 150 miles
      Get specific advice about a travel destination from people you know or other travelers
      Get specific advice about a travel destination from people you know or other travelers
      Research attractions (e.g. zoos, museums, etc.) at your destination
      Research attractions (e.g. zoos, museums, etc.) at your destination
      Research hotels for an upcoming trip
      Choose a vacation destination by looking at options meeting your criteria (e.g. type of trip, price, etc.)
      Explore options by type of destination (e.g. beach, cruise, etc.) or geographic area (Western US, Europe, etc.)
      • Top 12 travel tasks out of top 200 overall tasks in order of overall task importance.
      • 258. Green shows top 5 tasks weighted on multiple factors (importance, frequency, etc.)
      Get pictures or imagery of a vacation destination or a local area
      Research and plan a trip in a foreign country
      Organize and plan a last minute getaway
      Share your itinerary with people you know when planning a trip, for coordinating plans and adding to calendars (mobile)
      Find a condo or home to rent for a vacation
      211
    • 259. Social Media Travel Sites
      212
    • 260. Agenda – SMMP (stage 1)
      Marketing transition
      8s framework
      The beginning of social search
      Tools and tactics of SMMP
      Facebook fan marketing
      Twitter and implications for real time marketing
      B2B Social Networking
      Best Practices in Social Media
      Social Graph
      Social Relationship Management
      Industry Adoption & ROI
      Future implications and where will the jobs come from ?
      213
    • 261. Social Media Development
      2009
      2011
      2010
      Adapted from Altimeter Group
      214
    • 262. TV 3.0
      Livestation
      All your channels in one place
      Surf and email while you watch
      Instant, live chat with others watching Livestation
      Desktop alerts bring you breaking news and Livestation updates
      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.
      215
    • 263. 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
    • 264. Foursquare
      41% of traffic came from Facebook and Twitter (users share)
      Foursquare announced 275,00 check-ins in one March day (2010)
      UTS Library Kuring-gai (Lindfield, NSW, Australia)
      “A free USB car charger for whoever is the Mayor of UTS Library Kuring-gai on the 6th of December! To claim your prize come to the research help desk!”
      Checkout offers http://foursquare.com/businesses/
      Venue ownerchecks real time stats
      Recentvisitors, frequent, time of check in gender, broadcast to Fb and Twitter
      * Stats from Hitwise
      217
    • 265. Social Strategy: How do we do it?
      Strategy, Management, Resources
      218
    • 266. 0.1
      0.003
      0
      5
      0.2
      1
      95
      99.8
      99
      219
    • 267. Levels of User Engagement
      Curators
      Moderate a forum Edit a wiki
      220
    • 268. 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.
      221
    • 269. 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
      222
    • 270. 223
    • 271. Social Media Planning
      A. Assess Your Online Inventory
      B. Review Business Strategy
      • Goals
      • 282. Culture
      • 283. Plan for stakeholder/executive buy-in
      • 284. Upcoming initiatives/campaigns
      C. Audit Audiences*
      D. Develop Plan
      E. Policy Development
      • Blogging & microblogging
      F. Bootcamp
      Deliverables
      224
    • 304. Social Media Engagement
      A. Listening
      • Blog monitoring
      • 305. Microblogs (Twitter, etc) monitoring
      • 306. Digital news media
      B. Engagement
      Blog planning
      • Design and layout
      • 307. Banner design
      • 308. Content recommendations/editorial calendar
      • 309. Coaching bloggers
      • 310. Ongoing blog counsel
      Community Development
      • Design and build communities
      • 311. Best practices for engagement
      • 312. Monitor
      • 313. Identify opportunities
      Microblogging (Twitter, etc)
      • Best practices
      • 314. Flagging issues for response
      Social Networks
      Multimedia
      • Video (scripting, production, editing, using our in-house studio)
      • 316. Podcast series (video or audio)
      Social Media Relations
      • Strategy and best practices
      • 317. Outreach/Introductions
      • 318. Social media releases
      • 319. SEO counsel
      Events “In Real Life”
      Tool Recommendation
      • Recommendations based on interest, adoption, quality
      Deliverables*
      225
    • 332. Social Media Optimization
      Measure
      Blogs
      Microblogs
      • # Microbloggers (participation)
      • 339. # of followers (impact)
      • 340. # Quality of followers (reputation)
      • 341. # Updates (Presence)
      Media metrics
      • Share of voice/over time
      • 342. Volume
      • 343. Message penetration
      Performance against deliverables
      Tune
      • Revise plan
      • 346. Reset metrics
      Toolkit
      Deliverables
      • Performance against metrics
      • 353. Custom Analysis
      226
    • 354. Caution!
      “Children never put off till tomorrow what will keep them from going to bed tonight”
      ADVERTISING AGE
      227

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