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Social Media Marketing Practice
@ University of Technology, Sydney
22 August 2011

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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 engagement , increases importance of attention info c.f. banking – remember fuss around news feedGoogle 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
  • 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
  • User generated content (UGC) includes info, product reviews, exclusive or special pricing,promotions, registrations as key elements of social engagement toengender conversations amongst influencers and prospectsShopping communities use social networks for customer acquisitionBazzarvoice is a technology infrastructure player powering reviews on a variety of sites helping customers include consumer reviews as part of marketing activities as well as customer testimonials and articles (how to )
  • Minimum buyer requirements and timed sales are an important element.
  • 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: assembly as an experience: http://www.local-motors.comPriceDiscounts for ordering before manufacture: livepriceCustomers name their price:http://www.gapmyprice.comMembers-only sales:http://www.ruelala.comMerchandisingVisualize the product in use: the product experience: video reviews:http://www.firebox.comFulfillmentTwo-way free shipping: 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: coffeehousePay with mobile phone credit:
  • 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,, Wordpress & more
  • Level of engagement strongly impacted by types of content
  • (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? 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
  • (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.
  • Hitchcock suspense vs thriller
  • “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
  • 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 stuff for Aussie twitters Build real relationships by replying, retweeting, and joining discussionswww.twitterfall.comTweetstatsPredictor for blogs
  •, 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
  • 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: 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.
  • Smmp11

    1. 1. Social Media Marketing Practice<br />"frequent reader"<br />suresh<br />GreatMystery14<br />Suresh S.<br />soody<br />soody<br /><br />ssood<br />Hero5!<br /><br /><br /><br />scuzzy55<br />GeektoidMangala<br /><br /><br />
    2. 2. 2<br />
    3. 3. MX , 19 July 2011<br />3<br />
    4. 4.
    5. 5. 5<br />
    6. 6. …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.<br /> 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.<br />40 year old Mom blogger “nightowlmama” (#260)<br />6<br />
    7. 7. Theory and Research on Consumers’ Reports of Interactions with Brands and Experiencing Primal Forces, Suresh Sood, 2010<br />7<br />
    8. 8. Agenda – SMMP (stage 1)<br />Marketing transition <br />8S framework <br />The beginning of social search<br />Tools and tactics of SMMP <br />Facebook fan marketing<br />Twitter and implications for real time marketing<br />B2B Social Networking<br />Best Practices in Social Media<br />Social Graph<br />Social Relationship Management<br />Industry Adoption & ROI<br />Future implications and where will the jobs come from ?<br />8<br />
    9. 9. Social Media Marketing Practice is not Conventional Marketing<br />“a many-to-many mediated communications model in which <br />consumers can interact with the medium, firms can provide <br />content to the medium and, in the most radical departure from <br />traditional marketing environments, consumers can provide <br />commercially oriented content to the medium.”<br />Hoffman & Novak, 1997<br />9<br />
    10. 10. The Content is the Audience<br />In speaking about the mass media of the day, McLuhan stated “the content is the audience.”<br />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.<br />Facebook and the like simply extend this natural capability that media in general (and the people who consume media) have.  <br />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.<br />McLuhan saw that half a century ago.  Others are still figuring it out.<br />Source: <br /><br />10<br />
    11. 11. 2011 Australian Social Media Data<br />11<br />Mobile internet 50% penetration amongst online Australians in 2010<br />35 % penetration of smartphones among online Australians<br />8% of online Australians use tablet<br />[ end 2011 forecast 24% +]<br />71% accessing audio or video content online in 2010 and 35% on a weekly basis<br />3 in 4 online Australians tap consumer opinion about brands, products and organisations, found in social media<br />63% have Facebook profile<br />46% have clicked the Facebook ‘Like’ button for a brand, product, org.<br />43% share their opinions about brands and products via social media<br />53% engaged with a brand or company on a social networking site<br />36% engaged with government or politicians on a social networking site<br />Source: Burson-Marsteller Asia-Pacific<br />Social Media #Infographics H1 2011 <br />August 2011<br />Source: Nielsen<br /> State of the online market: evolution or revolution?<br />March 2011<br />
    12. 12. 12<br />
    13. 13. Collision of Marketing, Customer Service and PR <br />“United Breaks Guitars”<br />“They Shake me”<br />13<br />
    14. 14. The Future of Customer Support<br />Support is a major marketing asset<br />Teaches marketers how to deal with “messiness”<br />Gems in unstructured user generated content <br />Facilitate customers to self-support each other<br />Provides direct feedback to product development<br />14<br />
    15. 15. WHAT DO CUSTOMERS WANT ?<br />A Relationship<br />Promptness<br />Promises Kept<br />Kept Informed<br />Follow Up<br />No Surprises<br />Do It Right First Time<br />Accessibility<br />Responsiveness<br />Knowledgeable People<br />Source : Ray Kurdupleski, (ex-AT&T) & Universal Card Services case study, Bradley T Gale, “Competing on Value”<br />15<br />
    16. 16. Example: Outside London flat<br />16<br />
    17. 17. Challenges Connecting with Council<br />17<br />
    18. 18. Engaged Citizen looking for new ways to connect with Council<br />18<br />
    19. 19. Challenge Today : Moving from Transactions Alone to Relationships<br />Future State<br />= Citizen Engagement<br />(relationships) <br />We don’t do this really e.g. User generated content, ratings, reviews, 1:1 dialogue<br />Current State<br />= Transactions <br />We do this stuff well e.g.<br />Fines, Service Fees …<br />19<br />
    20. 20. Marketing Moves to Citizen Facing Systems & Relationships<br />Food Safety Offences ( notices/) publishing breaches in food safety to the citizens of New South Wales in Australia.<br />Patient Opinion ( facilitating <br />dialogue between patients in the United Kingdom and the National Health Service<br />Toronto, MyBikeLane( reporting bike lane violations in Toronto. Little Bee is top offender. So far, zero violations at<br />20<br />
    21. 21. 21<br />Social Trash Cans, City of Lucern (Switzerland) <br />Source: NeueLuzernerZeitung Online, 11. Mai 2011<br />
    22. 22. The Marketing Opportunity: A Social Media Marketing Challenge<br />Low engagement consumer (click on content : limited effort & no content generation )<br />Bookmarking <br />Clicking a link to share info or start a discussion thread<br />Video or photo viewing<br />Rate a service<br />Touch someone, teleport or gesture via avatar in Second Life (SL) virtual tourist location <br />Microblogging (Twitter) – 140 characters SMS (excludes Australia) <br />Commenting on a blog entry<br />Write a review<br />Create a video blog entry/vlog<br />Build a city in SL, allow avatars to vote on favorite monuments or learn a language<br />High engagement consumer ( effort spent on content creation e.g. take a video, create artifact )<br />Level of Engagement  Brand Signal  Brand Equity <br />22<br />
    23. 23. Comparing User Engagement Across Different Ad Types<br /> (Psychster and, 2010)<br />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.<br />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.<br />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.<br />Above conclusions held across brands (a leading soup brand and a leading car brand) and publishers (on and on, 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).<br />23<br />
    24. 24. September 2009 “Midlife Australians Flock To Social Media”<br />Forrester Groups Social Media Activities Into Five Categories<br />24<br />
    25. 25. September 2009 “Midlife Australians Flock To Social Media”<br />Middle-Aged Australians Increased Content Consumption And Use Of Social Networks<br />25<br />
    26. 26. September 2009 “Midlife Australians Flock To Social Media”<br />Middle-Aged Australians Increased Content Consumption And Use Of Social Networks (Cont.)<br />26<br />
    27. 27. March 2011 “Online Australians Shift To Social Networks”<br />Most Online Australian Adults Use Social Media Regularly<br />Increasing social media engagement<br />27<br />
    28. 28. Leisure Conversationalists<br />Base: US online leisure travelers<br />Source: Forrester’s North American Technographics® Travel Online Studies, Q1 2010<br />28<br />
    29. 29. Generation Y & 2020 <br /> ...”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…<br />In 2020<br /> most Baby Boomers will have retired while Generation Y <br /> will dominate employment, comprising 42% of the workforce<br /> average job tenure will be around 3 years (4 years today) with voluntary annual turnover approaching 20%. <br />More than 1 in 3 workers will be employed on a casual basis. <br />Australia in 2020, Mark McCrindle<br />29<br />
    30. 30. Go-Nowhere-Gamers<br />“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.”<br />Future of Free Time, April 2010<br />30<br />
    31. 31. Agenda – SMMP (stage 1)<br />Marketing transition <br />8s framework <br />The beginning of social search<br />Tools and tactics of SMMP <br />Facebook fan marketing<br />Twitter and implications for real time marketing<br />B2B Social Networking<br />Best Practices in Social Media<br />Social Graph<br />Social Relationship Management<br />Industry Adoption & ROI<br />Future implications and where will the jobs come from ?<br />31<br />
    32. 32. 8 S’s of Social Media Marketing Practice<br />1. Social Graph<br />6. Social <br />(being vs having)<br />2. Story Feed (Stream)<br />7. Service Dominant<br />8. Social Commerce<br />3. Social Gesture<br />5. Sharing Stories<br />4. Social Object<br />32<br />
    33. 33. “We Are Building A Web Where The Default Is Social”(Zuckerberg, 3rd F8 developer conference, San Francisco)<br />Open Graph not just has a record of relationships with other people (“friends”)but database of relationships with everything else mapping interests<br />Any action on websites outside of Facebook.comupdate the profile and “Open graph” via social plugins<br />Facebook Open Graph is a “proxy you”, your preferences, behaviours and friends anywhere on web.<br />Recommendations from friends not strangers<br />Most personalised search engine with not only your tastes but friends tastes<br />33<br />
    34. 34. Facebook Object Types for Social Graph <br />latitude <br />longitude <br />street-address<br />locality <br />region<br />postal-code<br />country-name<br />Contact Info :<br />email<br />phone_number<br />fax_number<br />location<br />34<br />
    35. 35. 35<br />The Levis Friends Store ( <br />
    36. 36. The ABC as Social Graph<br />Topics <br />Events<br />Music<br />Programmes<br />Users<br />Gardening<br />News<br />Food<br />36<br />
    37. 37. Facebook Social Graph<br />37<br />
    38. 38. Facebook EdgeRank<br />Object = status update or post<br />Edge = like, comment or interaction with object<br /> Interesting info  more people interactions resulting in higher rank and story in “Top News” <br /> Posting status updates without conversation does not get high rank and move into “Top News” feed<br />EdgeRank is based on sum of three factors: <br />affinity or the relationship between the creator and user<br />interaction with the object (likes, commentshave different levels of user engagement) <br />timeliness means new objects have better chance<br />6 Tips to increase EdgeRank<br />Publish objects that encourage interaction<br />Create a forum<br />Make most of photos and videos<br /> Share links<br />Keep it fresh<br />Ask users to share <br />Source: 6 Tips to Increase Your Facebook EdgeRank and Exposure by Jim Lodico, 28/4/2011<br />38<br />
    39. 39. The Facebook Newsfeed (Stream)<br />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)<br />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!<br />(Having Conquered Flickr & Yahoo, "The Newsfeed" Is Now the Dominant Info-Metaphor of Our Time, Marshall Kirkpatrick, Read Write Web, October 16, 2008)<br /> 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.)<br />39<br />
    40. 40. Google+ Stream and Hangouts<br />40<br />
    41. 41. Social Gesture <br />@<br />Block<br />Bookmark<br />Check-in (Foursquare)<br />Comments<br />#tags<br />(Un)Follow<br />Like (Facebook)<br />Share<br />Pokes<br />Retweet<br />Reblog<br />Status update<br />(Un)Subscribe<br />41<br />
    42. 42. Opportunities to Influence<br />When you are in a good mood<br />When world view no longer makes sense<br />When you can take action immediately<br />When you feel indebted because of a favor<br />Immediately after you have made a mistake<br />Immediately after you have denied a request<br />42<br />
    43. 43. Social Psychology<br />Reciprocity: we want to repay, in kind, what another person has provided us<br />Consistency: desire to be (and to appear) consistent with what we have already done<br />Social proof: to determine what is correct find out what other people think is correct<br />Authority: deep-seated sense of duty to authority<br />Likeability: we say yes to someone we like<br />Scarcity: limitation enhances desirability<br />Robert B. Cialdini, Influence: The Psychology of Persuasion (revised; New York: Quill, 1993)<br />43<br />
    44. 44. Social Media Marketing and Principles of Influence(adapted from the blog of MischaCoster) <br />Following, Connecting or Friends<br />Who are you/what can you bring me/ What do others say about you ?<br />Begin with Reciprocation (what will you bring ) to build followers<br />Liking and similarities<br />Reciprocation and Liking => Drives social proof <br />How does scarcity work in social media world of free downloads<br />Social Media =sharing, giving and receiving<br />Scarcity in social media = unique value <br />Authority<br />Quantity of internet publications (Social proof) vs. Quality (Reciprocity)<br />Authority most important and influential on topics of fact<br />Google ranks people – higher ranking for important pages and sites <br />Expert on matters of fact emphasize authority when presenting <br />Matters of taste (film, restaurant or hotel etc.) consensus, number of things <br />To begin share valuable information and share authorities in agreement <br />44<br />
    45. 45. Social Media Marketing and Principles of Influence(adapted from blog of MischaCoster) <br />Critical mass of social proof<br />Lower mass than offline media<br /> Similarity in network of shared of interests and backgrounds<br />Not as many dissimilar others as offline<br />Commitment and Consistency in Social Media<br />Small effort for small favour to retweet, review or ask opinion <br />How do we create a request for larger favour later ?<br />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)<br /> Ask for action publicly made e.g. comments on website, share on other websites or within network<br /> Enough effort not to scare but meaningful step<br />Facebook like’ button is a very small effort but publicly made (gets shared in your own network)<br />Liking a product, band or actor allows marketer to make a bigger request later e.g. visit demo offline<br />Like is consistent with preference to allow supplier to send relevant information<br />Characterise in terms of larger issues (internal to individual) <br />For an environmental cause (after “like” ) ask given importance of cause to individual would they become an ambassador in the network or geography <br />Characterisein terms of larger issue not something small they did<br />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 <br />45<br />
    46. 46. Social Media Marketing and Principles of Influence(adapted from blog of MischaCoster) <br />Social proof vs. Bystander effect<br />Social proof ( show certain behaviour when enough others show and makes you want it more)<br />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<br />Conflict when enough others donate I don’t need to do so makes it unnecessary to act <br /> Last year 75% participated - would you be willing ? - Nobody else has done it this year, so I still need you to do it!” <br /> Norm is social proof <br />Wisdom of Crowds & creating social proof<br />set up and monitor user groups, interest groups, customer networks that allow marketers to learn rather then to teach about their product<br />This was one of the highest scoring products among our test group<br />This tested great among all the people that we tried it out on the internet <br />46<br />
    47. 47. Research Based Importance of Social Proof<br />“Werther” effect <br />people suicide in copycat behaviour<br />Pluralistic Ignorance <br />Personal responsibilty is high if only one onlooker of distressed person <br />Peer behaviour<br />Child learning skill vs Parental instruction<br />Herd Behaviour<br />Marketing implications<br />Word of mouth, testimonials, case studies <br />47<br />
    48. 48. Why Do People ‘Like’ A Company Or Brand?<br />(PalomaVazquez on November 1, 2010,<br />Extract from report released by ExactTarget and CoTweet<br />48<br />
    49. 49. Social Proof and Social Media Marketing <br />High subscriber counts get more subscribers faster<br />Lots of blog post comments end up with many more<br />Social news with lots of votes and interesting headlines gets votes form others before being read<br />Popular bookmarks get even more popular<br />Retweeted content spreads even faster through further retweeting<br />Recommended content more favourable than found<br />Quality,quality & quality content spreads with social proof through reciprocity and liking establishing authority with people and Google <br />Blogging Content creates bonding with customers <br />49<br />
    50. 50. Social Objects <br />50<br />
    51. 51. “…why social objects are the future of marketing.” (MacLeod 2008)<br />Social Networks form around Social Objects**, not the other way around.<br />(** Term attributed to JyriEngstrom) MacLeod Hugh (2008)<br />51<br />
    52. 52. “Elegant Organisation”<br />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”.<br />Jeff Jarvis (2009) quoting Mark Zuckerberg (Creator of Facebook) in<br />“What Would Google Do?” Harper Business <br />52<br />
    53. 53. Sharing Stories<br />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.<br />ShareThis! Deanna Zandt, Berrett-Koehler Publishers, 2010<br />53<br />
    54. 54. What is a Feed Story? (Facebook Guidelines)<br />A Feed story describes a single specific action between an actor and an object. Examples: <br />"Peter joined the cause Leukemia and Lymphoma Society." <br />"Ari posted a song to Serkan's profile." <br />"Peter thanked Ronnie for his donation." <br />A Feed story contains valuable information that the actor wants to share and others want to consume. <br />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: <br />"Peter joined the cause Leukemia and Lymphoma Society." <br />"<Leukemia and Lymphoma Society Logo> <blurb about the society>" <br />Design Guidelines<br />Feed story body: <br />Shows more details about the action or object. <br />Does not repeat information in the headline. <br />Does not include promotional links or explicit calls to action. <br />Example: "<Leukemia and Lymphoma Society Logo> <blurb about the society>" <br />Action Links: <br />Appear on all stories <br />Feature contextually relevant calls to action <br />Only one action link with a max of 25 chars can appear in a Feed story <br />Cannot contain any formatting characters (like "[", "]", "|") <br />Example: "Comment - Share - Join Cause" <br />54<br />
    55. 55. Stories and Listening to Brand Attributes<br />Your own stories are ego centric<br />Stories others tell about you to friends and associates (future prospects) are powerful<br />What vocabulary do others use<br />What do others tell about your skills<br />What stories do you tell about others<br />Brand attributes are what others write and repeat<br />55<br />
    56. 56. Purpose Motive Linux-Apache-Wikipedia<br />Drive #1: Eat when we’re hungry. Drink when we’re thirsty. Etc.<br /> Drive #2: Respond to rewards and punishments in our environment.<br /> 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. (!!!)<br />“Our Third Drive, intrinsic motivation, is the most powerful.”<br />Drive: The Surprising Truth About What Motivates Us, Daniel Pink, Riverhead 2009 <br />56<br />
    57. 57. Evil Plans: Having Fun on the Road to World Domination by Hugh MacLeod (Kindle Edition - Feb 17, 2011) <br />
    58. 58. The largest funding platform for creative projects in the world<br />58<br />
    59. 59. 59<br />
    60. 60. platform facilitates carpooling and carsharing<br />put passengers in touch with drivers – who are free to put a price on the rides they offer<br />100,000 passengers find rides through Comuto per month<br />traffic has doubled since volcanic eruption in Iceland<br />60<br />
    61. 61. 61<br />
    62. 62. 62<br />
    63. 63. Wine Communities <br />63<br />
    64. 64. Service-Dominant Logic<br />A logic that views service, rather than goods, as the focus of economic and social exchange i.e., Service is exchanged for service<br />Essential Concepts and Components<br />Service: the application of competences for the benefit of another entity<br />Service (singular) is a process—distinct from “services”— particular types of goods <br />Shifts primary focus to “operant resources” (skills and knowledge) from “operand resources” (static and tangible)<br />See value as always co-created (Market With<br /> i.e. Collaborate with Customers & Partners to Create & Sustain Value)<br />Sees goods as appliances for service delivery<br />Implies all economies are service economies<br />All businesses are service businesses<br />Vargo, S.L. and R.F. Lusch (2004). <br />“Evolving to a New Dominant Logic for Marketing, Journal of Marketing 68(January): 1-17<br />64<br />
    65. 65. S-Commerce <br />True relationship driven transactions/sales<br />social (networks & UGC)+ e-commerce+ mobile<br />3 key categories of developing S-commerce<br />Group buying (Groupon, LivingSocial and BuyWithMe)<br />Recommendations and reviews*** (Amazon, Apple and BestBuy)<br />Shopping communities (f-commerce or Facebook stores)<br />***see evidence of reviews impacting revenue:<br /> & <br />65<br />
    66. 66. Social (Local) Promotions & Online Group Buying Using Viral<br />Scoopon (sister site catch of the day)<br />Spreets (Yahoo!7) <br />Cudo(ninemsn/Nine Entertainment Co)<br />Jump on it <br />Harvey Norman Big Buys<br />Deal Me (Deals Direct and James Packer)<br />OurDeal (Ten)<br />Deal Busters (Southern Cross Media)<br />GrabOne (NZ) <br />TreatMe (NZ)<br />Groupon* (StarDeals Australia) acquisition of CrowdMass(Melbourne)<br />Gilt<br />LivingSocial (Amazon investment)<br />WalmartCrowdSavers (Facebook)<br />PaypalShoptimist<br />Google Offers<br />Facebook Deals (no mobile at launch, Groupon + Fan page + Places/check ins + News Feed)<br />*According to Forbes "fastest-growing company in history", Groupon turned over US$760 million last year, and expects that to hit the billions in 2011.<br />66<br />80% of Australian Group Buying<br />revenue:<br />2010 - $63M<br />2011 - $242M<br />2014 – $0.5 B <br />Telsyte research <br />
    67. 67. How effective are Groupon Promotions for businesses? Study by Utpal M. Dholakia28/9/ 2010see Harvard Business Review Jan-Feb 2011 <br />150 small companies<br />Groupon promotions 6/2009 to 8/2010<br />Promotion profitable for 66% and unprofitable for 32%<br />Employee satisfaction primary driver of the profitability <br />42% would not run a Groupon promotion again<br />Social promotional customers # long term relational customers <br />Grouponredeemers are “extremely price sensitive <br />Bargain hunters frugal by nature <br />Barely spending beyond a discounted product's face value for unprofitable<br />Transaction focus<br />Repeat-purchase rates 15% for unprofitable (for profitable 31%)<br />For sustainability design offers aligning with benefits to business<br />67<br />
    68. 68. S-Commerce Strategies<br />ACQUISTION<br />RETENTION<br />$$$<br />Groupon<br />✔<br />Online<br />✔<br />F-commerce<br />Amazon<br />Amazon<br />Amazon<br />Physical availability<br />See, touch, smell<br />Try /use<br />Human interaction<br />Offline<br />✔<br />✔<br />✔<br />Key opportunities – social selling and social loyalty/retention<br />68<br />
    69. 69. How Shoppers Make Buying Decisions<br />Which of the following are the three most important sources of information that you use to help make buying decisions?<br />60%<br />60%<br />Online reviews more important than in-store employees, traditional media, and social networking <br />50%<br />40%<br />30%<br />29%<br />29%<br />27%<br />24%<br />23%<br />20%<br />21%<br />19%<br />14%<br />10%<br />11%<br />10%<br />0<br />Friends / Family<br />Data on mfg. sites<br />Online reviews (store-based retailer sites)<br />In-store employees<br />Customer reviews on social networks<br />Customer reviews (online- only retailer sites)<br />Print<br />Customer reviews on blogs, message boards<br />TV<br />Online professional reviews<br />In-store product displays<br />Sample Size = 1,000 U.S. consumers<br />Source: Cisco IBSG Research & Economics Practice, 2010<br />69<br />
    70. 70. Groupon fuels innovation: at all levels of each stage of retail value chain <br />Product<br />Price <br />Merchandising <br />Payments <br />Fulfilment<br />70<br />
    71. 71. S-Commerce Category Opportunities<br />Recommendations and reviews<br />Social network<br />Service /syndication<br />Group Buying <br />Retail or manufacturer site<br />Social network<br />Service /syndication<br />Communities<br />Retail or manufacturer site<br />Social network<br />Service /syndication<br />71<br />
    72. 72. Social media marketing<br />The benefits of social media marketing practice<br />brand equity<br />build enduring and intimate brand relationships<br />Social ✔commerce<br />accountable commercial outcomes<br />research & development<br />generate ideas, develop insights, <br />test strategies<br />knowledge management <br />generate, aggregate, disseminate organisational knowledge<br />72<br />
    73. 73. Agenda – SMMP (stage 1)<br />Marketing transition <br />8s framework <br />The beginning of social search<br />Tools and tactics of SMMP <br />Facebook fan marketing<br />Twitter and implications for real time marketing<br />B2B Social Networking<br />Best Practices in Social Media<br />Social Graph<br />Social Relationship Management<br />Industry Adoption & ROI<br />Future implications and where will the jobs come from ?<br />73<br />
    74. 74. Google, Facebook and Twitter is My Newspaper<br />74<br />
    75. 75. Social Search<br />75<br />Social Networks<br />Search Engines<br />indexing and archiving social content in realtime<br />people you know recommended links from Google + posts<br />Semantic related content <br />Zemanta<br />
    76. 76. Referral & Destination Traffic for April 2010agl & originenergy<br />Sites people visit before going to<br /> (21.19%)<br /> (15.57%)<br /> ( 2.68%)<br />Sites people visit after leaving<br /> (31.6%)<br /> (< 0.1%)<br /> (<0.1%)<br />Sites people visit before going to<br /> (46.37%)<br /> (25.33%)<br /> ( 13.90%)<br />Sites people visit after leaving<br /> (31.03%)<br /> (22.31%)<br /> (9.22%)<br />76<br />
    77. 77. How to Participate in Conversations<br />Conversational calendar<br />Keywords/Vocabulary online & offline <br />What topics do your customers care about ?<br />What topics are trending in your industry <br />Monitor existing social media via dashboard e.g. Fb or Twitter<br />Use complaints or opportunity to discuss solutions<br /> Become an expert providing service through social exchange<br />77<br />
    78. 78. Social Media Conversation Calendar Triggers<br />Tweets ~ 1 to 2 per day<br />Facebook status daily<br />YouTube weekly<br />New content ~ 3 to 5 hours per month<br />New online contacts ~ 1 hour per month <br />New blog post ~ 1 per working day<br />78<br />
    79. 79. 8 Levels of Social Media Analytics<br /> <br />orginally adapted from Davenport T (2007), Competing on Analytics <br />79<br />
    80. 80. First Step Monitoring [Brand] Conversations & Tips<br />Social Media Dashboard<br />All social media sources relating to brand<br />RSS technologies<br />Mashups(e.g. YouTube, Flickr, Twitter, Nielsen, Google )<br />Weak Signals<br />Twitter early warning in advance of blogging<br />Set up comprehensive Google Alerts<br />Set up a feed reader with relevant blogs and new feeds<br />Use Twitter Search to follow hashtagsand keywords in Twitter streams<br />Start immediately (~3 mins) with Netvibes and vocabulary <br />80<br />
    81. 81. Google Reader<br /><ul><li>Free
    82. 82. Collects info from Twitter, blogs, and other RSS sources
    83. 83. Allows for easy sharing
    84. 84. Info all in one spot
    85. 85. Less real-time (both benefit and drawback)
    86. 86. Track what’s read/not
    87. 87. Powerful: Star, share, email, tag, notes, trends
    88. 88. LinkedIn - Job changes, New connections, Updates and Groups</li></ul>81<br />
    89. 89. Other monitoring options <br />82<br />
    90. 90. Brand Equity - Conversational <br />Conversation Gap (Rubel 2005)<br />Brand share of the online conversation<br />Gap between the total number of conversations about a category and the proportion which mention the brand operating in the category<br />Equities of a Brand (Stein 2006)<br />Topics being mentioned in conversations about a brand with equity share corresponding to the frequency at which each topic is mentioned<br />See pp 115-116 Cook, N 2008. Enterprise 2.0 Hampshire,England: Gower Publishing<br />83<br />
    91. 91. Conversation Gap - Vacation and Paris<br />* Total identified blogs: 99,181,005 @ 18 December, 2008 <br />84<br />
    92. 92. Conversation Gap - Vacation and Paris or Sydney <br />* Total identified blogs: 151,048,780 @ 24 November, 2010 <br />85<br />
    93. 93. Paris – Equity Share Analysis of Attributes<br />* Total identified blogs: 151,048,780@ 24 November, 2010 <br />86<br />
    94. 94. Blog Mentions:Sydney Opera House, Taj Mahal & Great Wall China<br />A review of the blogosphere on 8 June 2010 reveals 126.87 million blogs <br />87<br />
    95. 95. How Social Media Supports the Myth of Paris <br />Casablanca<br />“We'll Always Have Paris”<br />Lamps, Eiffel Tower,france, <br />night, street, notredame, <br />bw, church, architecture, <br />toureiffel, city, cathedral,<br />louvre, museum <br />City of love , city of lights, landmarks , museums & galleries, Cafés, coffee, conversations, friendship, artists, lovers, philosophers<br />88<br />
    96. 96. Content Marketing<br />Thought leadership, thought leadership & thought leadership<br />Content marketing is second guessing what your customers need to know and delivering the info in a relevant and compelling manner<br />Best practices, case studies and success stories<br />Not media company driven content but content for customers<br />Provide materials to support a service where customer says <br /> ‘Wow, you really made this easier for me!’”<br /> e.g. Blendtec “Will it blend?”<br />89<br />
    97. 97. Wikipedia entries well placed on Google<br />Collaborative authoring of content<br />User-edited content<br />17 million Wiki Pages <br />Content changes must by approved<br />Articles are cross-indexed<br />Generate articles relating to your organisation,executives and news<br />Monitor articles on wikipedia for reputation management<br />Reference with related entries <br />90<br />
    98. 98. Content Syndication<br />RSS<br />Social bookmarking sites<br />News <br />,,,, Shoutwire,<br />Bookmarking<br /><br />Channel surfing <br /><br />SME Marketing<br /><br />SEO<br /><br />Content marketing<br /> <br />91<br />
    99. 99. “New Rules of New News Releases” <br />Don’t send news releases only when “big news” is happening<br />Find good reasons to send news releases all the time<br />Don’t just target a handful of journalists<br />Create news releases appealing directly to your buyers. <br />Write releases rich with your keywords <br />Include compelling offers consumers action<br />Add social media tags with keywords so release can be found<br />Drive people into the sales process with a news release.<br />David Meerman Scott’s The New Rules of Marketing and PR, 2007 <br />92<br />
    100. 100. Marketing Content<br />Audio and video recordings of interviews,roadshows or roundtables for repurposing e.g.podcasts<br />Release schedule focusing on key topics affecting customers with a free subscription <br />Send out news releases through a keyword-optimized service e.g. PRWeb, eReleases (paid) or, Clickpress (free)<br />Send releases direct to influential bloggers and post on Scribd and FreeIQ<br />Post videos of interviews on YouTube and industry specific video portals specific to your industry<br />Upload audio & video to microsite relevant podcast directories<br /> All articles with own HTML pages on microsite<br /> Each article with social media capabilities, such as letting people add it to Facebook, Digg, or StumbleUpon<br />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)<br />RSS feeds available for Web content<br />New news releases are for building key links and for helping bloggers and influencers find the site<br />Upload articles to key vertical and social bookmarking sites <br />If deemed relevant create a Facebook fan page and invite key customers to join the Facebook group<br />Adapted from Joe Pulizzi and Newt Barrett (2009) Get Content Get Customers, McGraw Hill <br />93<br />
    101. 101. Diverse Content Practices<br /><br />Category killer for welding information<br />Tween Waters Inn (Captiva Island)<br />Fleishman-Hillard<br /> &<br />David Lawrence Centre<br />Mental Health & Substance abuse<br />Kitchen Studio of Naples, Florida<br /><br />Maui Wowi Franchisee <br /><br /><br />Conversion rate blog<br />Mindjet<br />Pinsent Masons<br /><br />94<br />
    102. 102. Article Directories<br /><br /><br /><br />WebProNews (internet marketing)<br /><br /><br /><br />95<br />
    103. 103. Pyramid of Economics of Social Content<br />Original Content = X<br />Original Content + Ratings/Reviews = 2X <br />Original Content + Ratings/Reviews + User generated content = 4X <br />Source: Happe R. (2009) Social Media in the Enterprise, GigaomPRO<br />HGTV<br />Rate My Space<br /><ul><li>over 22MM page views per month, adding new ad revenue
    104. 104. 3 additional campaigns and launched new tv series based on the online content</li></ul>96<br />
    105. 105. Agenda – SMMP (stage 1)<br />Marketing transition <br />8s framework <br />The beginning of social search<br />Tools and tactics of SMMP <br />Facebook fan marketing<br />Twitter and implications for real time marketing<br />B2B Social Networking<br />Best Practices in Social Media<br />Social Graph<br />Social Relationship Management<br />Industry Adoption & ROI<br />Future implications and where will the jobs come from ?<br />97<br />
    106. 106. Relationships # Technologies<br />In Saren M. (2006) Marketing Graffati, Butterworth-Heinemann <br />98<br />
    107. 107. 99<br />
    108. 108. Australian Social Networking : Driven by Facebook<br />100<br /> Source: comScore Media Metrix, November 2010 : Australian Audience 15+ accessing Internet from Home or Work<br />
    109. 109. Social Media Concepts <br />101<br />
    110. 110. Social Bookmarking<br />Information sharing and promotion for content<br />Delicious acquired by founders of YouTube(AVOS)<br />Social bookmarking rank well in search<br />Increase audience reach e.g. non-commercial users<br />Top 4 general sites<br />Digg,Delicious, Redditand Stumbleupon<br />Stumbleupon drives >50% of all referral traffic from top social media sites<br />Top niche sites<br /> (technical)<br />Sphinn (search)<br /> (financial) <br />kirtsy (female) <br />102<br />
    111. 111. Forums <br /><br />an online electronics store, gives<br />members the option of discussing<br />issues regarding specific products<br />myRidez recruits users to demonstrate how to install <br />and upgrade vehicles, it has also made the page fun by asking users to submit photos of the finished vehicle.<br />103<br />
    112. 112. Social Networking <br />Technology and services creating unique personal profiles, mapping out relationships, and leveraging connections to accomplish a task.<br />Key characteristics of Network :<br /><ul><li>Personal Profile
    113. 113. Visible Relationships
    114. 114. Connections</li></ul>Profiles: The Real Value Of Social Networks by Charlene Li, Forrester, July 2004<br />104<br />
    115. 115. 105<br />
    116. 116. Popular Social Networking Sites by Country <br />China (420 M) - QQ, Xiaonei (now RenRen), 51, Tencent<br />UK - Facebook, Bebo, MySpace<br />NZ - Facebook, Bebo MySpace<br />USA - Facebook, MySpace, Twitter<br />Korea – Cyworld<br />Japan – Twitter, (22 M users at 31/10)<br />Germany - Facebook, StudiVZ, MySpace<br />These social networks exclude popular dating sites <br />e.g. Flirtomatic (UK) and loveonline (NZ) <br />106<br />
    117. 117. Wikifashion has no central editorial board or editor-in-chief. Created by dedicated volunteers from around the world donating time and fashion expertise. <br />Allows employees, consumers, passionate to collate and collaborate<br />Web pages anyone you allow can edit<br />Share best practice and knowledge<br />Empower staff and value their experience<br />107<br />
    118. 118. TREND<br />Motivation to Blog<br />The Journal of Advertising Research (Huang et al., Dec 2007) identified five major motivations for a blogger to blog:<br />self-expression<br />life documenting<br /> commenting<br />forum participating<br />information searching<br />The idea of being able to escape the real world<br />Web-based technologies help to unlock existing human needs<br />108<br />
    119. 119. Tag Cloud of Paige’s Story About Travel to Paris<br />Created from Daniel Steinbock’sTagCrowd under Creative Commons ©<br />109<br />109<br />
    120. 120. Elaboration of Trip to Paris Blog Story (Means-End & Heider)<br />Woodside, Sood & Miller 2008 When Consumers and Brands Talk Psychology & Marketing<br />18."We went on Fat Tire's day trip to Monet's gardens and house in Giverny, about an hour outside Paris."<br />17. "I wanted Paige to get a feel for shopping experiences that she would not have at home (aka the ubiquitous mall). "<br />19....."I know Paige will <br />treasure the memory of <br />this girl's trip for many <br />years to come."<br />+<br />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"<br />+<br />3. Paris<br />11.Sites<br /><ul><li>The Marais
    121. 121. Notre Dame
    122. 122. L'Arc de Triomphe - 248 steps up and 248 steps down...
    123. 123. Champs Elysee
    124. 124. Jacquemart Museum
    125. 125. Louvre Lite
    126. 126. Musee D'Orsay
    127. 127. Les Invalides, Napoleon's Tomb and the Napoleon Museum
    128. 128. Sacre Coeur
    129. 129. Monmartre
    130. 130. Rodin Museum
    131. 131. Pompidou Museum
    132. 132. Train to Vernon, bike to Giverny with Fat Tire Bike Tours
    133. 133.
    134. 134. Eiffel Tower</li></ul>+<br />1.Gayle<br />+<br />15." Michael Osman is an American artists living in Paris."<br />"He supplements his income by being a tour guide." I" found out about him on Fodors"<br />"So I engaged Michael for two days."<br />+<br />2. Paige<br />14. "They had decide to come to Paris to find the Harley Davidson store so they could buy Harley Paris t-shirts."<br />+<br />4.”The occasion was my cousin Paige’s 16th”<br />5. “I am a Canadian and get by in French.”<br />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...".<br />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."<br />6. "All I can say is WOW! We rented a 2 bedroom, 1 ½ bath apartment (two showers), "Merlot" from ParisPerfect and boy was it ever perfect! "<br />12. Unforgettable Memories<br />"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 <br />her camera…down 6 flights…we were stunned…Spanish<br />Family below standing below [with pieces of the camera]”<br />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." <br />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) "<br />8. "We were walkable to many good bistros, cafes and bakeries and only a few blocks from the wonderful market street Rue Cler." <br />110<br />
    135. 135. Linguistic Inquiry and Word Count (LIWC)Text Analysis : The Psychological Power of Words <br />Pennebaker, J. W., Francis ME, Booth RJ. (2001). Linguistic Inquiry and Word Count (LIWC): LIWC2001. Mahwah: Lawrence Erlbaum Associates. <br />111<br />
    136. 136. Iconic Sites & Scenes from Paris Blog<br />Eiffel tour night show<br />The Marais<br />Notre Dame<br />L'Arc de Triomphe - 248 steps up and 248 steps down...<br />Champs Elysee<br />Jacquemart Museum<br />Louvre Lite<br />Musee D'Orsay<br />Les Invalides, Napoleon's Tomb and the Napoleon Museum<br />Sacre Coeur<br />Monmartre<br />Rodin Museum<br />Pompidou Museum<br />Train to Vernon, bike to Giverny with Fat Tire Bike Tours<br />112<br />
    137. 137. Marketing & Advertising Strategy Implications the Story of Paige<br />Story told in natural city setting <br />Assume Paris = brand<br />Brand is supporting actor enabling Gayle to achieve her goals of showing Paris to Paige (conscious) and help her coming of age (unconscious)<br />Builds favorable consumer brand relationship: <br /> best friendship (Fournier 1998)<br />Show someone Paris: <br /> Share experience,teacher-student,”fairy-godmother” or be the tourist guide<br />Use social relationships to sell cities<br />Interpersonal relationships (people travel with people) <br />Near conversational interaction with brand:<br /> story is called “I love Paris”<br />113<br />
    138. 138. Publicity Effectiveness of Blogs versus online Magazines<br />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. <br />The study conclusively shows that the publicity effectiveness is superior in social media as compared to “traditional” online media. <br />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.<br />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.<br />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.<br />114<br />
    139. 139. Photos<br /><ul><li>Join a photo sharing site e.g. Flickr or Picasa
    140. 140. Upload photos and create a slideshow
    141. 141. Use the embed code from the slideshow or follow your blogs rules to embed it on your blog. Use HTML tab in blog form.
    142. 142. Optimize photos for the Web via Photoshop or via a Web-based solution(
    143. 143. Provide interesting captions to your photos to tell the story
    144. 144. Try the popular Glimphwhich automatically captured with every picture you take a video clip. </li></ul>115<br />
    145. 145. Canada<br />116<br />
    146. 146. Tiffany Co.<br />117<br />
    147. 147. LVMH – Louis Vuitton<br />118<br />
    148. 148. Blendtech & Old Spice <br />700,884<br />Susan Boyle<br />62,169,017<br />“United Breaks Guitars”<br />10,177,221<br />Old Spice <br />The Man Your Man<br /> Could Smell Like<br />30,796,471 <br />** views current as at 25 March 2011<br />119<br />
    149. 149. UNICEF/Oxfam Haiti YouTube emergency case study : Priority vs. Quality <br />Ewan McGregor UNICEF for the children of Haiti (21 Jan)<br />Ian Bray Oxfam Haiti emergency appeal (13 Jan)<br />
    150. 150. Engaging Video Ingredients: Deconstructing a TEDTalk[ TEDTALK 2010] Mini-Documentary Thomas Clifford 1/4/2011<br />Simple – video follows two people appearing at an event.<br />Emotional – includes emotional ups and downs.<br />Intriguing - kept in suspense through a compelling storyline.<br />5 main ingredients:<br />Music<br />Interviews<br />Live event: before<br />Live event: during<br />Live event: after<br />121<br />
    151. 151. Global Village <br />122<br />
    152. 152. <ul><li>Check out e.g. 3D, cloud editor
    153. 153. Interview people, have a talk show, do a video blog with commentary, make short films, be creative
    154. 154. Embed the video on your blog. Embed code is readily available to the right of your videos on YouTube
    155. 155. Username becomes a channel
    156. 156. Tag videos with appropriate key terms to help others find your content
    157. 157. Explore and post other video sites, like Vimeo, Viddler</li></ul>123<br />
    158. 158. User generated video reviews show strong presence of strategic advertising elements<br />124<br />
    159. 159. YouTube Insight – Video Analytics <br />125<br />
    160. 160. 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<br />The Debate <br />The Inquiry <br />Conceptual<br />The <br />Collaborative<br />Oppositionary<br />Emotive<br />The Flame <br />The Laudation <br />126<br />
    161. 161.<br /><ul><li>Live streaming video from desktop or smartphone
    162. 162. With a laptop and a Web cam or camcorder connectedyou can easily broadcast live from an event
    163. 163. Easy to embed application in blog or Facebook Fan (not Personal) page
    164. 164. Show pages allow for audience to chat and comment on an episode</li></ul>127<br />
    165. 165. Mashups<br />Type of Web application combining data from more than one source into a single integrated view or tool<br /> Online directory of mashups: <br /><br />128<br />
    166. 166. Agenda – SMMP (stage 1)<br />Marketing transition <br />8s framework <br />The beginning of social search<br />Tools and tactics of SMMP <br />Facebook fan marketing<br />Twitter and implications for real time marketing<br />B2B Social Networking<br />Best Practices in Social Media<br />Social Graph<br />Social Relationship Management<br />Industry Adoption & ROI<br />Future implications and where will the jobs come from ?<br />129<br />
    167. 167. Australian Facebook Demographics (<br />130<br />
    168. 168. Facebook Pages<br />What would it be like to work with you?<br />News about your business<br />Share your work<br />Share blog posts<br />Specials and events only on Facebook<br />Use your own voice.<br />131<br />
    169. 169. Case Studies - Facebook<br />Brasnthings<br />Coldstone Creamery<br />Del Mar racetrack (California)<br />Lacta Chocolate (Greece)<br />Logos Bible Software<br />SSP (Sydney international airport)<br />TommeeTippeeAustralia<br />Yellow Convenience store (Israel)<br />Washington Redskins <br />132<br />
    170. 170. Posting to Facebook<br />In your Group or Fan page create an event<br />Invite Fans or Facebook friends to attend the event - this engages your community<br />Share the event specific URL via Twitter too (use<br />Take your Twitter/Blog URL and share it on Facebook via the “what’s on your mind” status update by Pasting the link<br />133<br />
    171. 171. Like, Comment & Share<br />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.<br />If you don’t want to leave a comment just click on the “like” button<br />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<br />If you really like the posting and want all of your friends/fans to know about it click on the “share” button.<br />134<br />
    172. 172. Facebook – Main Tabs<br />Wall – mini press releases, announcements<br />Info – static information, Overview, mission, etc.<br />Photos – multiple photo albums<br />Videos <br />You can add custom/application tabs<br /> Causes, Flickr,, myPersonality, Slideshare,YouTube<br />135<br />
    173. 173. Facebook Insights<br />Facebook wants your fans to interact with your Page:<br />Wall posts<br />Likes<br />Comments<br />Ask questions of your fans<br />Surveys – polls - input<br />Use a casual approach where appropriate<br />136<br />
    174. 174. The 12 most annoying types of Facebookers<br />The Let-Me-Tell-You-Every-Detail-of-My-Day Bore <br />The Self-Promoter<br />The Friend-Padder. <br />The Town Crier<br />TMIer (The Much)<br />The Bad Grammarian<br />The Sympathy-Baiter. <br />The Lurker<br />The Crank<br />The Paparazzo<br />The Obscurist<br />The Chronic Inviter<br />137<br />
    175. 175. Sharing Your Content and InformationDate of Last Revision: April 26, 2011 Statement of Rights and Responsibilities<br />Statement of Rights and Responsibilities<br />Sharing Your Content and Information<br />You 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:<br />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.<br />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).<br />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 Platform Page.)<br />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).<br />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).<br />138<br />
    176. 176. Agenda – SMMP (stage 1)<br />Marketing transition <br />8s framework <br />The beginning of social search<br />Tools and tactics of SMMP <br />Facebook fan marketing<br />Twitter and implications for real time marketing<br />B2B Social Networking<br />Best Practices in Social Media<br />Social Graph<br />Social Relationship Management<br />Industry Adoption & ROI<br />Future implications and where will the jobs come from ?<br />139<br />
    177. 177. Detecting flu trends using search engine query data (intentionality)<br />140<br />
    178. 178. Twitter and Marketing Predictions<br />Tweets is “found data” without asking questions<br />More meaning than typical search engine query<br />Large numbers of passive participants in natural settings<br />Twitter can predict the stock market (Lisa Grossman, Wired, Oct 19 2010)<br />Predict movie success in first few weekends of release<br />“…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?” <br />Tech Review, <br />141<br />
    179. 179. Water Cooler/Ambient Intelligence Microbloggingmicrosharing -> microlearning<br />Status management without walking around -touching base <br />Checking the overall state of company or group - awareness<br />Response and listening – all optional i.e. a pub/sub model <br />Spot check all is well or anyone absent or problems ?<br />Adjust accordingly and move on<br />Collaborate <br />Share info<br />Get to know others<br />More aware<br />What are you working on ?<br />What is taking up time – ask advice <br />What did you learn ?<br />142<br />
    180. 180. A Look at the Numbers<br />175M registered users with 119 M users following one or more account <br />Worldwide visitors approached 10M in Feb 2009, up 700+% vs. Feb 2008 (Comscore)<br />180 M unique visitors per month( Huffington Post, 30/4/2010)<br />105,779,710 registered users (ibid) <br />60+% stopped using Twitter a month after joining (Neilsen Online, via Reuters)<br />Older than you think!<br />18-24 year olds 12% less likely than average to visit Twitter<br />25-54 year old crowd is driving this trend<br />45-54 year olds 36% more likely to visit Twitter, making them the highest indexing age group<br />Next is 25-34 year olds: 30% more likely<br />Twitter rose to over 800,000 users in June 2009, up from 13,000 in 2008**<br />Twitter gets a total of 3 billion requests a day via its API<br />Twitter's search engine receives around 600 million search queries per day.<br />1M Twitter apps connect up from 150,000 in 2010<br />Twitter team size 600 (up from 250) <br />2007 ~ 5,000 tweets per day<br />2008, ~ 300,000 tweets per day<br />2009 ~2.5 million tweets every day<br />End 2009 Tweet growth 1,400% reaching 35 million tweets per day<br />Feb 2010 Twitter sees 50 million tweets created per day or 600 TPS<br />Aug 2010 Twitter sees 65 million tweets per day<br />Aug 2011 Twitter sees 200 million tweets per day<br />Source :Measuring Tweets, twitter blog, @kevinweil, Feb 22, 2010 and Aug 01, 2011<br />Source: Reuters reporter Alexei Oreskovic.<br />** comScore study, June 2009 Reported in Marketing Charts, August 17th 2009<br />143<br />
    181. 181. TWITTER<br />Ambient intelligence<br />Takes microblogging mainstream<br />A giant “coffee shop”<br />Limited to 140 characters<br />Use Twitter to :<br />post blog updates<br />connect with existing members<br />recruit new members<br />144<br />
    182. 182. TWITTER BASICS<br />Handle - @soody<br />Follow – who you’re listening to<br />Replies – have a conversation! @<br />Retweet – RETWEET or RT<br />#FollowFriday (#FF)<br />Avatar – Your picture. Decide Logo or Face<br />Hashtag - #TwOrCo – Twitterers in OC<br />You can create your own hashtag #PUTM<br />145<br />
    183. 183. DM (Direct Message)<br />Direct messages (DMs) are Twitter’s private messaging channel like Instant Messaging. <br />Tweets appear on your home page under the Direct Messages tab<br />Email notifications turned on, you’ll also get an email message when somebody DMs . <br />DMsdon’t appear in either person’s public timeline or in search results. No one but you can see your DMs.<br />You can send DM only to people who are following you. Conversely, you can receive them only from people you’re following.<br />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:<br />d Johnny How about next Monday? <br />146<br />
    184. 184. Finding People to Follow<br />Go to<br />In the advanced search field enter: near:2066 within:25km<br />Replace with your post code and extend radius if desired<br />The search results include all Tweeters based within your area<br />Click on a user name and their Twitter page will open<br />Click “Follow”<br />Repeat steps as many times over to check users of interest<br />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<br />www.wefollow.comand “Enter a Tag” to follow the results<br />Visit pages of people who follow you and check out their followers to see if you want to follow them<br />147<br />
    185. 185. This is Negative WOM! <br /> Should We Care?<br />148<br />
    186. 186. Feedback & Complaints Management<br />CustomerService<br />Direct sales via links & Promotions<br />149<br />
    187. 187. Twitter Tools & Applications <br />CommuterFeed.comusers tweet traffic info<br />Directory<br />TweetStats<br />150<br />
    188. 188. 151<br />
    189. 189. Relationship to IM & e-mail<br />Augments, does not replace<br />Email – longer strands of asynchronous info<br />IM – direct conversation, file sharing, video, screen sharing – Skype<br />Phone – more complex messages; more critical conversations where tone is important<br />152<br />
    190. 190. First steps<br />Consider FaceBook or Google + first <br />Try Twitter or Yammer starting small<br />Have funand give them a chance<br />Add social media to your profile<br />153<br />
    191. 191. Agenda – SMMP (stage 1)<br />Marketing transition <br />8s framework <br />The beginning of social search<br />Tools and tactics of SMMP <br />Facebook fan marketing<br />Twitter and implications for real time marketing<br />B2B Social Networking<br />Best Practices in Social Media<br />Social Graph<br />Social Relationship Management<br />Industry Adoption & ROI<br />Future implications and where will the jobs come from ?<br />154<br />
    192. 192. LinkedIn<br />Over 120 million users <br />26m+ members in Europe<br />6m+ members in the UK<br />2m+ members in France<br />2m+ members in the Netherlands<br />2m+ members in Italy<br />1m+ members in the DACH region (Germany, Austria and Switzerland)<br />1m+ members in Spain<br />10m+ members in India<br />4m+ members in Canada<br />4m+ members in Brazil<br />2m+ members in Australia<br />2M+ professionals in Australia (~40% + of professionals)<br />Widely used in Financial Services (Sydney, Brisbane & Melbourne)<br />Australian member usage<br /> ~ 8 minutes per month<br />6.5 million students and 9 million recent college graduates<br />More than 2 million companies have LinkedIn Company Pages.<br />155<br />affluent & influential membership.<br />
    193. 193. Find and recruit staff<br />Create employee groups and pool ideas<br />Create a company profile<br />Network with related professionals<br />Be a Resource<br />Answer Questions as an expert in your field.<br /> Provide referrals.<br /> Make meaningful connections.<br />Use an Authentic Style in your Profile<br />156<br />
    194. 194. Guy Kawasaki’s 11 Ways to Use LinkedIn:<br />1. Increase your visibility<br />2. Improve your connectability<br />Improve your Google PageRank<br />4. Enhance your search engine results<br />5. Perform blind, “reverse,” and company reference checks<br />6. Increase the relevancy of your job search <br />7. Make your interview go smoother<br />8. Gauge the health of a company<br />9. Gauge the health of an industry<br />10. Track startups. <br />11. Ask for advice. (LinkedIn Answers)<br />Source:<br />157<br />
    195. 195. VOIP-Podcasting-Webinars<br />VOIP<br />Podcasting<br />Webinars<br />Go To Meeting ( <br />WebEx (<br />Live Meeting (<br />Great Web Meetings (<br />Acrobat Connect Professional/Personal Web Conferencing (<br />158<br />
    196. 196. On demand Webinar - Zipcast™ (Slideshare)<br />Competes with GoToMeeting and Webex<br />Meeting on the go <br />Adds social to invite friends on Facebook and Twitter including chat postings on Facebook<br />Hosts a meeting in less than 30 seconds<br />Click Zipcast on any slideshare presentation<br />Select Public or Private<br />Start Zipcast & enable live video<br />Cons – can’t record, schedule, register or take payments <br />159<br />
    197. 197. Agenda – SMMP (stage 1)<br />Marketing transition <br />8s framework <br />The beginning of social search<br />Tools and tactics of SMMP <br />Facebook fan marketing<br />Twitter and implications for real time marketing<br />B2B Social Networking<br />Best Practices in Social Media<br />Social Graph<br />Social Relationship Management<br />Industry Adoption & ROI<br />Future implications and where will the jobs come from ?<br />160<br />
    198. 198. Best Practices<br />Add “Share This” widgets to your website<br />Create your own widgets visitors can<br /> share on own sites and pages<br />Share the content of others<br />Share your own content across platforms<br />161<br />Sharing<br />Blogging<br /><ul><li>Pick an interesting voice
    199. 199. Maximize outbound links
    200. 200. Set outbound links to be opened in a new window
    201. 201. Invite and encourage conversation</li></ul>Facebook<br />Twitter<br />70 – 20 – 10 Engagement Model (Angela Maiers)<br />70% - Sharing others voices, opinions, and tools<br />20% - Responding, connecting, collaboration, <br /> and co-creating with like-minded Twitter colleagues<br />10% - Promoting and/or chit-chatting<br />Profiles are for People<br />Get a Page, Get Some Fans<br />Use Groups for collaboration<br />Use Events to Generate Attendance<br />YouTube<br />RSS<br />Create a channel<br />Tag your videos with keywords<br />Embed videos in your blog and website<br />Engage commentators<br />Make sure content has an RSS feed<br />Share RSS feed with site visitors, social network friends<br />Use RSS feeds to help streamline social media workflow<br />
    202. 202. Agenda – SMMP (stage 1)<br />Marketing transition <br />8s framework <br />The beginning of social search<br />Tools and tactics of SMMP <br />Facebook fan marketing<br />Twitter and implications for real time marketing<br />B2B Social Networking<br />Best Practices in Social Media<br />Social Graph<br />Social Relationship Management<br />Industry Adoption & ROI<br />Future implications and where will the jobs come from ?<br />162<br />
    203. 203. A New Way of Marketing ? <br />Social Network<br /> Marketing <br />1:1<br /> Marketing <br />‘All Customers<br />in a network <br /> interrelated’<br />Segment <br />Marketing<br />‘All Customers are different’<br />‘All Customers<br /> in a segment <br />the same’<br />Shotgun<br />Marketing<br />‘All Customers <br />the same’<br />163<br />
    204. 204. Giant Global Graph<br />'ll be thinking in the graph. <br />My flights. <br />My friends. <br />Things in my life. <br />My breakfast. <br />What was that? Oh, yogurt, granola, nuts, and fresh fruit, since you ask.<br />Submitted by timbl on Wed, 2007-11-21<br /><br />164<br />
    205. 205. Social Network Representation<br />Primary focus is actors & relationships # actors & attributes<br />Nodes (Actors) connected by Links (Ties/relationship or edge)<br />Links represent flows or transfer<br />material goods or information <br />Adjacency list<br />1: 2<br />2: 1, 3<br />3: 2<br />1<br />Graph or<br />sociogram<br />2<br />3<br />Adjacency matrix<br />1 2 3<br />0 1 0<br />1 0 1<br />0 1 0<br />1<br />2<br />3<br />Relationship<br />Actors<br />1 = presence of link<br />0 = no direct link <br />165<br />
    206. 206. 166<br />
    207. 207. 167<br />
    208. 208. 168<br />
    209. 209.
    210. 210. Key Network Measures<br />Degree Centrality<br />Betweenness Centrality<br />Closeness Centrality<br />Eigenvector Centrality<br />Diana’s<br />Clique<br />krackkite.##h (modified labels)<br />Connector<br />(hub)<br />Vendor<br />Contractor ?<br />Broker<br />Boundary spanners<br />170<br />
    211. 211. NodeXL - Excel 2007 template for viewing and analyzing network graphs<br /><br />171<br />
    212. 212. Agenda – SMMP (stage 1)<br />Marketing transition <br />8s framework <br />The beginning of social search<br />Tools and tactics of SMMP <br />Facebook fan marketing<br />Twitter and implications for real time marketing<br />B2B Social Networking<br />Best Practices in Social Media<br />Social Graph<br />Social Relationship Management<br />Industry Adoption & ROI<br />Future implications and where will the jobs come from ?<br />172<br />
    213. 213. The benefits of a house (“own”) COMMUNITY<br />Social commerce<br />Donations, gifts, e-coupons…<br />Brand equity<br />build enduring and intimate brand relationships in Australia<br />and globally<br />Research & <br />Development<br />generate ideas, develop insights, test strategies<br />Knowledge management <br />generate, aggregate, disseminate organisational knowledge<br />173<br />
    214. 214. your community<br />Building your community<br />Integration with industry specific platforms<br />Integration with social media platforms<br />Leveraging existing offline channels<br />SEO, SEM & SMO<br />174<br />
    215. 215. How to Commence<br />Identify where social network data and content can/should be integrated e.g. Web site<br />Leverage existing identity and social graphs where your audience hangs, e.g. Facebook Connect<br />Privacy and permission policies and processes aligned with an open strategy<br />175<br />
    216. 216. OrganisationalView <br />Identify key influencers<br />Maximise budgets<br />Precision targeting<br />Morph “CRM” to “SRM”<br />176<br />
    217. 217. Social CRM <br />Social Networking Platforms And Online Group Services<br />Member profiles<br />Blog: Collaborative blog<br />Forum discussion<br />Shared calendar<br />Photo galleries<br />Video<br />Gartner Magic Quadrant for Social CRM<br />(June 2010)<br /><br />177<br />
    218. 218. 178<br />
    219. 219. 179<br />
    220. 220. Free Open Source Social Network Engines<br />Elgg Open Source –<br /><ul><li>open source is often difficult to set up (pretty normal for free)
    221. 221. Elgg is an open source social networking platform
    222. 222. Plugin-in based widgets and additions
    223. 223. No coding required if you don’t want to
    224. 224. Coding possible if you want to
    225. 225. some LAMP knowledge required
    226. 226. Profiles, Activity streams, (micro) Blogging, Groups &</li></ul> Discussions, Pages, Photo & Video Gallery…<br />180<br />
    227. 227. What you will Get <br />Your Own Social Networking Site <br />installed on your own servers on your own network for just your own employees and business partners<br />Tools <br />Enabling employees to connect amongst each other in geographic location<br />share and collaborate within company<br />communicate externally with B2B partners<br />Profiles, Activity Streams, Conversations, Blogging, Social Bookmarking<br />Social Focus<br />Rich profiles foster teamwork and build relationships that span boundaries such as the location, department and job functions. <br />Expert location allows the ability to identify key people who have specific knowledge or strategic business relationships, both internally and externally<br />Allows potential recruits to create profiles and upload references ready for HR or employment beyond face to face meetings<br />Real-time updates <br />on site<br />groups <br />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<br />Real-time microblogging style conversations with Twitter interactions permissible <br />181<br />
    228. 228. Groups<br />182<br />Microblogging<br />Real-time updates :on site, groups and channel activity.<br />Rich, informative profiles for employees, managers and partners<br />
    229. 229. Existing Elgg Implementations <br />Government<br /> * The Executive Lounge<br /> *<br /> * Hill and Knowlton<br /> * Institute of Executive Coaching<br /> * Interactive Games & Entertainment Association<br /> * Live Out There<br /> * UnltdWorld<br /> * Wiley Publishing<br /> * Oxfam<br /> * Royal College of British Architects<br /> * Australian Government<br /> * British Government<br /> * Federal Canadian Government<br /> * MITRE<br /> * New Zealand Ministry of Education<br /> * State of Ohio, USA<br /> * The World Bank<br /> * UNESCO<br /> * United Nations Development Programme<br /> * Canadian Employment and Immigration Union<br /> * Tides Canada<br />Businesses<br />183<br />
    230. 230. Launching a Social Network Service<br />What is your social object ? Define your vocabulary <br />Mobile <br />Photos, Videos, Latest Activity, Members, and Events<br />Keywords for discoverability<br />Welcome centre<br />FAQs<br />Moderation e.g. suspend members, own user moderation<br />Kick start with champions/evangelists/passionates<br />Latest activity<br />Giveaways e.g. book from authors/guest visiting library<br />Monitor registrations<br />Members/volunteers as moderators<br />Link to main web site<br />Promote content via email, Twitter & Facebook<br />Share content on Facebook<br />184<br />
    231. 231. Mobile Site Auditor (Beta)<br />Go to:<br />Enter email & URL<br />Analyze 100 pages <br />Optimize conversion<br />185<br />
    232. 232. 186<br />
    233. 233. 187<br />
    234. 234. Tools for Lead Generation<br />Facebook, Twitter and LinkedIn <br />Google Alerts and Twitter Alerts reasons to create conversations <br />SocialToo tracks new and lost followers.<br />GeoChirp is focus on a specific geography<br />TubeMogulspread the word with video<br />Twellow finds people<br />Sproutsocial manages social interactions<br />188<br />
    235. 235. Agenda – SMMP (stage 1)<br />Marketing transition <br />8s framework <br />The beginning of social search<br />Tools and tactics of SMMP <br />Facebook fan marketing<br />Twitter and implications for real time marketing<br />B2B Social Networking<br />Best Practices in Social Media<br />Social Graph<br />Social Relationship Management<br />Industry Adoption & ROI<br />Future implications and where will the jobs come from ?<br />189<br />
    236. 236. A Tale of Two Business Models for Dating <br />190<br />
    237. 237. Show me the money!<br />Wallflowers (low – or no - engagement in 6 or less channels)<br />Selectives(high engagement in 6 or fewer channels)<br />Butterflies (low engagement in 7 or more channels<br />Mavens (high engagement in 7 or more channels)<br />*Source: Engagement July 2009<br />Prepared by Wetpaint and Altimeter<br />191<br />
    238. 238. Dell<br />Joined Twitter in 2007<br />Has achieved over US$3 million in sales from Twitter followers<br />Multiple accounts<br />Offer special deals with links<br />Tracks conversions with proprietary software<br />192<br />
    239. 239. Measuring the ROI of Social Media<br />In Social Media, several metrics that can be taken into account: <br />Attention (=traffic)<br />Participation (=comments, ratings, etc.)<br />Authority (=Technorati rating, inbound links, trackbacks)<br />Influence (=subscribers, fans, followers)<br />Sentiment (=largely immeasurable)<br />193<br />
    240. 240. Potential Goals & Measures<br />194<br />
    241. 241. Measuring Tips<br />Use URL shorteners like<br />These services track the number of clicks.<br />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.<br />Get addicted to Google Analytics<br />Tracks top referral sites – including social media<br />Number of unique visits<br />Average amount of time per visit<br />Bounce Rate<br />Can help you develop metric benchmarks for envisioning success<br />195<br />
    242. 242. Metrics <br />196<br />
    243. 243. Agenda – SMMP (stage 1)<br />Marketing transition <br />8s framework <br />The beginning of social search<br />Tools and tactics of SMMP <br />Facebook fan marketing<br />Twitter and implications for real time marketing<br />B2B Social Networking<br />Best Practices in Social Media<br />Social Graph<br />Social Relationship Management<br />Industry Adoption & ROI<br />Future implications and where will the jobs come from ?<br />197<br />
    244. 244. Social Media Development <br />2009<br />2011<br />2010<br />Adapted from Altimeter Group <br />198<br />
    245. 245. Livestation<br />TV 3.0<br />All your channels in one place<br />Surf and email while you watch<br />Instant, live chat with others watching Livestation<br />Desktop alerts bring you breaking news and Livestation updates <br />Connected TV Shipments to Grow at CAGR of 58 Percent through 2014 with the Asia-Pacific region is the driving force, with CAGR of over 60% and representing almost half of global shipments by 2014. <br />Share with friends.<br />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. <br />
    246. 246. Using Geolocation in Marketing<br />Geolocation built into strategy – Nike+<br />Clear reason to share personal information<br />Offer rewards for check-in to location services from social network <br />Use social network geographic data to drive location interaction<br /> Most important factor is social engagement to connect with people or find places liked by people they trust <br />Taplisterconnects beer aficionados with geolocation information about taps<br />40 million + people check in using geolocation<br />Lost in Geolocation<br />Why Consumers Haven’t Bought It and How Marketers Can Fix It<br />by Will Reese and Jamie Beckland<br />Mobile Marketing Report: Spring 2011<br />200<br />
    247. 247. Foursquare<br />41% of traffic came from Facebook and Twitter (users share)<br /> Foursquare announced 275,00 check-ins in one March day (2010)<br />UTS Library Kuring-gai (Lindfield, NSW, Australia)<br />“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!” <br />Checkout offers<br />Venue ownerchecks real time stats<br />Recentvisitors, frequent, time of check in gender, broadcast to Fb and Twitter<br /> * Stats from Hitwise<br />201<br />
    248. 248. Social Strategy: How do we do it?<br />Strategy, Management, Resources <br />202<br />
    249. 249. 0.1<br />0.003<br />0<br />5<br />0.2<br />1<br />95<br />99.8<br />99<br />203<br />
    250. 250. Levels of User Engagement<br />Curators<br />Moderate a forum Edit a wiki<br />204<br />
    251. 251. Community Manager <br />Serve customers through listening and responding to needs vs marketing or advertising. <br /> <br />Focus on launching and growing the community through:<br /> <br /> <br />Invite creators and influencers to become charter members of the community<br /> <br />Create evangelists through providing exclusive access to new information, <br /> attendance at pre-launch party and have them provide feedback for future initiatives<br />Start community with conversations and have community manager encourage sharing <br />stories of problems, overcoming issues and successes<br /> <br />Ensure community can be readily found with links from web sites, blogs <br />and other popular social media.<br /> <br />Accelerate community adoption through existing marketing efforts including <br />emails newsletters and create a sense of urgency. <br />205<br />
    252. 252. Curator<br />Hearts, Keys and Puppetry – Twitter Fairy Tale<br />Neil Gaiman fantasy Writer<br />124 Contributors over 8 days<br />10,000 tweets  874 via editorial curation<br />Marie Lenatupot and Tim Stock, What's next for segmentation? Admap Magazine, Feb 2010<br />206<br />
    253. 253. 207<br />
    254. 254. Social Media Planning<br />A. Assess Your Online Inventory<br /><ul><li> Web site and microsites
    255. 255. Video and audio podcasts
    256. 256. Photography
    257. 257. Press coverage
    258. 258. Communities
    259. 259. Blogs (company and external)
    260. 260. Microblogging (Twitter)
    261. 261. External wikis
    262. 262. Communities
    263. 263. Social Networks
    264. 264. Existing policies</li></ul>B. Review Business Strategy<br /><ul><li> Goals
    265. 265. Culture
    266. 266. Plan for stakeholder/executive buy-in
    267. 267. Upcoming initiatives/campaigns</li></ul>C. Audit Audiences*<br /><ul><li> Investors
    268. 268. Board members
    269. 269. Analysts and other pundits
    270. 270. Employees
    271. 271. Customers</li></ul>D. Develop Plan<br /><ul><li> Goals
    272. 272. Objectives
    273. 273. Focus Areas
    274. 274. Strategies
    275. 275. Tactics
    276. 276. Timing / Owners / Milestones
    277. 277. Metrics</li></ul>E. Policy Development<br /><ul><li> Blogging & microblogging</li></ul>F. Bootcamp<br /><ul><li>Best practices overview
    278. 278. Policy overview
    279. 279. Tools training
    280. 280. Blog platform (as needed)
    281. 281. Twitter
    282. 282. Other tools as appropriate</li></ul>Deliverables <br /><ul><li> Approved Plan w/ Metrics
    283. 283. Scope of Work
    284. 284. Budget
    285. 285. Social media policies
    286. 286. Bootcamp </li></ul>208<br />
    287. 287. Social Media Engagement<br />A. Listening<br /><ul><li> Blog monitoring
    288. 288. Microblogs (Twitter, etc) monitoring
    289. 289. Digital news media</li></ul>B. Engagement<br />Blog planning<br /><ul><li>Design and layout
    290. 290. Banner design
    291. 291. Content recommendations/editorial calendar
    292. 292. Coaching bloggers
    293. 293. Ongoing blog counsel</li></ul>Community Development<br /><ul><li> Design and build communities
    294. 294. Best practices for engagement
    295. 295. Monitor
    296. 296. Identify opportunities</li></ul>Microblogging (Twitter, etc)<br /><ul><li> Best practices
    297. 297. Flagging issues for response</li></ul>Social Networks<br /><ul><li>Facebook
    298. 298. LinkedIn</li></ul>Multimedia<br /><ul><li> Video (scripting, production, editing, using our in-house studio)
    299. 299. Podcast series (video or audio)</li></ul>Social Media Relations<br /><ul><li> Strategy and best practices
    300. 300. Outreach/Introductions
    301. 301. Social media releases
    302. 302. SEO counsel</li></ul>Events “In Real Life” <br /><ul><li> Content development
    303. 303. Recruit panelists/speakers
    304. 304. Plan
    305. 305. Logistics
    306. 306. Campaign design
    307. 307. Social media best practices
    308. 308. Followup</li></ul>Tool Recommendation <br /><ul><li> Recommendations based on interest, adoption, quality</li></ul>Deliverables* <br /><ul><li> Blog design/layout
    309. 309. Community development
    310. 310. Social Network app dev
    311. 311. Video development
    312. 312. Event development
    313. 313. Social release development
    314. 314. Coaching and counsel</li></ul>209<br />
    315. 315. Social Media Optimization<br />Measure<br />Blogs<br /><ul><li> Traffic
    316. 316. Post frequency
    317. 317. Comment traffic
    318. 318. Links/Trackbacks
    319. 319. Technorati/Alexa/Other
    320. 320. Anecdotal
    321. 321. Awards</li></ul>Microblogs<br /><ul><li> # Microbloggers (participation)
    322. 322. # of followers (impact)
    323. 323. # Quality of followers (reputation)
    324. 324. # Updates (Presence)</li></ul>Media metrics<br /><ul><li> Share of voice/over time
    325. 325. Volume
    326. 326. Message penetration</li></ul>Performance against deliverables<br /><ul><li> Met/unmet
    327. 327. Trends
    328. 328. Conclusions</li></ul>Tune<br /><ul><li> Revise plan
    329. 329. Reset metrics</li></ul>Toolkit<br /><ul><li> Radian6
    330. 330. Factiva
    331. 331. Backtype
    332. 332. Twitter, Tweetdeck, Twhirl, etc.
    333. 333. BudUrl, Tweetstats, Grader, etc
    334. 334. Google Blog Search & Analytics
    335. 335. RSS</li></ul>Deliverables<br /><ul><li> Performance against metrics
    336. 336. Custom Analysis</li></ul>210<br />
    337. 337. Caution!<br />“Children never put off till tomorrow what will keep them from going to bed tonight”<br /> ADVERTISING AGE<br />211<br />