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Social Media Marketing Practice

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:http://www.geekdesk.com/Product assembly as an experience: http://www.local-motors.comPriceDiscounts for ordering before manufacture: http://www.kogan.com.au/ livepriceCustomers name their price:http://www.gapmyprice.comMembers-only sales:http://www.ruelala.comMerchandisingVisualize the product in use:http://www.skullcandy.com/ARSimulate the product experience:http://www.vimeo.com/15237955User-generated video reviews:http://www.firebox.comFulfillmentTwo-way free shipping:http://www.zappos.comShip to collection point:http://www.kiala.comDeliveries to shared refrigerators in buildings: http://www.freshdirect.comPaymentsPay with gaming credits:http://www.ifeelgoods.comPay in store with mobile device:http://www.starbucks.com/ coffeehousePay with mobile phone credit:http://www.onebip.com
  • Content Curation is not new - this is what links on a page were to us back in the 90sNow it’s automated – lots of debate on human curationvs computer curation (computers scale) Paper liTwitter & Facebook Aggregator Decent User Interface Easy & Free Curation More Features NeededFlipbaordMaster Aggregator Amazing User Interface Easy Curation Not Corporate Yet… As revolutionary as Caxton printing press will revamp :Training, handbooks, reference guides, product guides, manualsRich content, commercial ValueMulti-media experienceSearchable, indexed CredibilityDirect links to experts Also, think Mobile we will discuss UK stats shortly from December released over weekend. Social Media moving rapidly to be the gateway to web content Facebook has replaced her newspaper as the go-to place for relevant news in Susie’s life. It's not hard to imagine a near future where Facebook (and sites like it) also replace a lot of the ways we use atomized search.For people who are deeply immersed in social media, social networks are already a much heavier influence on personal choices—where to visit, what concert to attend--than traditional advertising. Which means that your organization's website--a brochure out in the wilderness of the Web--is only going to remain relevant and useful as a marketing piece if it is being referenced in the social context of your users' lives. the next generation of Web users may find what they want by using their social network rather than a search algorithm. Social Media changes way we deal with web and in a sec we see mobile.
  • The ability to disperse and share information through social platforms and do it using real-time tools is shifting the focus of content from “historical” news to real-time events.
  • Expands consumer experience with owned and earned mediaBuild content and community.
  • Google Reader track and manageSpecific blogsBlog searchesNewsTwitter contactsTwitter searchesSharing All shared items are available to all people with whom you’re connected.Can star, share, email, and add tags, just like with items in your own feedsCan comment back and forthHow ?Copy RSS URL of desired content.Click “Add a subscription” in Google Reader.Paste URL and click “Add” buttonTry with variety of feeds including Facebook
  • HootsuiteMulti-faceted (plug into mostly anything social)Team collaboration with tasks associated (Scale) Twitter, Facebook, LinkedIn, Ping.fm, Wordpress & more
  • Level of engagement strongly impacted by types of content
  • http://wikifashion.com/wiki/Main_Page (see popular brands and new pages) – Brisbane based. & wikiscannerHow Can You Use Wikipedia?•Create unbiased articles about your company, executives and important news stories> Web site traffic increase•Cross-reference your articles with related articles > New user discovery•Reputation managementSubscribe to updates to monitor changes Manage photos, links, content, etc.
  • What about wikipedia ?
  • The key is to focus on the relationships and connections that are enabled, not the technologies. Thesocila thing is the use of the technology Think about the kind of relationship that you want. Do you want it to be short term and transaction, or long-term and intimate?FlutterScape.com is the world's first social experience marketplace sharing and selling interesting items from Japan. Connects sellers and buyers not simply through traditional transaction, but through the universal language of adventure and narrative.Organic vs StaticEmotional vs DataRelationships vs TransactionsContinuum vs Viral Campaigns
  • Youtube = self expression, Fb = social life & linkedin =business relationshipCategorisation:Generate content ,share or CollaborateShare = information, contentEngage = listen, discuss, encourageRelationshipsWhat should we share ? How ? Also for engagement & relationships
  • To create a dynamic forum remember in accordance with 90-9-1 you require 3 or 4 active based on sourcing from 300+ users signed up for the forum
  • Seek ideasSolve issues or improve experiences with product or service Entertainment
  • http://wikifashion.com/wiki/Main_Page (see popular brands and new pages) – Brisbane based. & wikiscannerHow Can You Use Wikipedia?•Create unbiased articles about your company, executives and important news stories> Web site traffic increase•Cross-reference your articles with related articles > New user discovery•Reputation managementSubscribe to updates to monitor changes Manage photos, links, content, etc.
  • The results of the current study clearly show that the publicity effectiveness of blogs is higher than that of online magazines—a symptom of a new logic wherein media, marketing, and consumers are joined in friendships. Consumers follow their “fashionable” blogger friends and, as long as the bloggers genuinely follow brands, their readers form friendships with the brands as well. Blogs, in effect, provide a testimony to this logic that nei- ther media nor marketers can ignore.The use of social media requires marketers to take a step back from traditional campaign thinking and focus more on relationship building. The study conclusively shows that the publicity effectiveness is superior in social media as compared to “traditional” online media. There is a similarity between social-media marketing and WOM adver- tising. In each case, the unbiased nature of the sender—and other perceptions of his or her credibility—play a greater role in social media than in traditional media.This study displayed clearly how the writer–brand relationship and writers’ credibility affected readers’ perceptions of brand publicity on blogs. These find- ings highlight the need for transparency of blogs and other social media. For con- sumers, it is essential that the information is unbiased—originating from “people like me”—rather than a corporate-spon- sored online presence (cf. Allsop et al., 2007).For consumer watchdogs and govern- ment regulators, the unbiased nature of the endorsements has become equally impor- tant. Coincidental with the growth of the social media, many companies began sponsoring social media in exchange for endorsements of their products (Arango, 2009). Various advocacy groups have called for stricter oversight of such mar- keting practices (Joshi, 2009). Noting the growth and importance of social media, the U.S. Federal Trade Commission moved to regulate marketing within that environment: Social media endorsers now are compelled to disclaim any “material connection” with the brands they endorse (Arango).The use of social media requires marketers to take a step back from traditional campaign thinking and focus more on relationship building. Public-relations practitioners end up in traditional media by reason of news-generating spectacular advertising campaigns, press releases, sponsored competitions, and the like. By contrast, for publicity to find a credible spot on blogs, placement efforts need to begin with genuine relationships with the bloggers.Finding “fashionable friends” online takes time and effort. The return of those investments, however, could provide mar- keters with a new kind of far-reaching effective publicity generated by blog pro- ducers who similarly devote both time and effort to promoting the brands they believe in.Colliander and Dahlen (2011), Following the Fashionable Friend :The Power of Social Media Weighing Publicity Effectiveness of Blogs versus online Magazines, Journal of Advertising Research, pp. 313 – 320.
  • 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 stuffhttp://beta.twittervision.com/http://twitoaster.com/country-au/ for Aussie twitters Build real relationships by replying, retweeting, and joining discussionswww.twitterfall.comTweetstatsPredictor for blogs
  • http://analyzewords.com/RT, or retweetTo help share cool ideas via Twitter and to give a shout-out to people you respect, you can repost their messages and give them credit. People call that retweeting (or RT), and it usually looks something like this: “RT @Username: Original message, often with a link.” Retweeting is common, and it’s a form of conversation on Twitter. It’s also a powerful way to spread messages and ideas across Twitter quickly. So when you do it, you’re engaging in a way people recognize and usually like—making it a good way to connect.Hashtag (#)Twitter messages don’t have a field where you can categorize them. So people have created the hashtag—which is just the # symbol followed by a term describing or naming the topic—that you add to a post as a way of saying, “This message is about the same thing as other messages from other people who include the same hashtag.” Then, when somebody searches for that hashtag, they’ll get all of the related messages.For instance, let’s say you post, “Voted sixty times in tonight’s showdown. #AmericanIdol.” Your message would then be part of Twitter search results for “#AmericanIdol,” and if enough people use the same hashtag at once, the term will appear in Twitter’s Trending Topics.Companies often use hashtags as part of a product launch (like #FordFiesta), and conferences and events frequently have hashtags associated with them (like #VRPS).Shortened URLsWith just 140 characters at your disposal, Twitter doesn’t give you much room to include URL links—some of which are longer than 140 characters themselves. If you post a link on Twitter via the website, sometimes we automatically shorten the URL for you. There are also a number of services—URL shorteners—that take regular links and shrink them down to a manageable length for tweets, and some even let you track clicks.
  • Social Flow (management tool)Best Time & Content For a Tweet or Facebook Post- Metrics & Reporting- Acts on Real-time Intelligence- Great Dashboard Analytics- Tip: Can Try Now with Beta Offertweetdeck, a free tool that enhances your productivity with Twitter. What I like about Tweetdeck is that it allows you to have multiple columns with separate groups and/or searches. I keep a column dedicated to anyone who mentions the word “Brand” in their tweet. You can see what people are talking about in general. You can also connect with other club members, by creating a Tweetdeck group (which shows up in a column) where you can manually add club members.
  • Credible business referral NetworkProfessional outpostTool for content syndicationLong tail groups and communitiesKeys include connections and credible content
  • PodcastsCommunication with subscribed listenersEncourage sales & conversion ratesSupport nurture programAbility to offer richer content, greater loyaltyDifferentiateAppeal to long tail niche
  • Diana – max links (degree centrality) most connected – connector or hub – number of nodes connected – high influence of spreading info or virusHeather – best location powerful figure as broker to determine what flows and doesn’t –single point of failure – high betweeness = high influence – position of node as gatekeeper to exploit structural holes (gaps in network)Fernado & Garth – shortest paths = closeness – the bigger the number the less centralEigenvector = importance of node in network ~ page rank google is similar measure
  • Batchbook demo SRM
  • Mutliple screensSocial results in interactive channel Extend compliment tv video Concurrent synchronised social conversations
  • Participation Inequality (Jakob Nielsen )90% of users are the “audience”, or lurkers. The people tend to read or observe, but don’t actively contribute.9% of users are “editors”, sometimes modifying content or adding to an existing thread, but rarely create content from scratch.1% of users are “creators”, driving large amounts of the social group’s activity. More often than not, these people are driving a vast percentage of the site’s new content, threads, and activityFor participation on Amazon see: http://www.amazon.com/review/top-reviewers-classicOf 100 visitors10 will become members1 will generate contentFacebook users have ~200 friends thus ~2 of friends contribute content
  • Community Manager is also StorytellerPast: Facilitated story creation through activating community discussions, sharing member stories within the community. In the past, storytelling on an internal level wasn’t heavily emphasized.Present: Seeks out and shares the most relevant and meaningful stories of community members with the entire community and within company walls. Future: Will be soughtout more heavily and will work to show internal and external community players not only how things are being done, but why they’re being done and their impact on the bigger picture.Action Steps:Align business objectives.Develop progress reports.Establish emotional investment.

Smmp11 Smmp11 Presentation Transcript

  • Social Media Marketing Practice
    "frequent reader"
    suresh
    GreatMystery14
    Suresh S.
    soody
    soody
    www.facebook.com/sureshsood
    ssood
    Hero5!
    twitter.com/soody
    www.bravenewtalent.com/talent/suresh_sood
    www.linkedin.com/in/sureshsood
    scuzzy55
    GeektoidMangala
    suresh.sood@uts.edu.au
    http://www.slideshare.net/ssood/SMMP11
  • 2
  • MX , 19 July 2011
    3
  • 5
  • …Blogs are like conversations with friends. You share what you feel and what excites you about certain things. It's almost as good as being there. The fact that others can Google your topic and read is like tuning into a television station.
    We all want to know what's out there. Who's doing what, shopping where and what products help others. Blogs are just another way to share all the great things, not so great things and just a part of who we are. An outlet if you will. The blogisphere community is all connect and we make contacts in many ways. Through posts, through twitter conversations, through smaller nit community's, live web casts, and through conferences that we met in person. We make many friends and help each other with lot of topics. Many of us are Mom bloggers who stay at home and have no way of making new friends or communicating with others until we found blogging. Blogging creates friendships and that's what makes us real and connected.
    40 year old Mom blogger “nightowlmama” (#260)
    6
  • Theory and Research on Consumers’ Reports of Interactions with Brands and Experiencing Primal Forces, Suresh Sood, 2010
    7
  • Agenda – SMMP (stage 1)
    Marketing transition
    8S framework
    The beginning of social search
    Tools and tactics of SMMP
    Facebook fan marketing
    Twitter and implications for real time marketing
    B2B Social Networking
    Best Practices in Social Media
    Social Graph
    Social Relationship Management
    Industry Adoption & ROI
    Future implications and where will the jobs come from ?
    8
  • Social Media Marketing Practice is not Conventional Marketing
    “a many-to-many mediated communications model in which
    consumers can interact with the medium, firms can provide
    content to the medium and, in the most radical departure from
    traditional marketing environments, consumers can provide
    commercially oriented content to the medium.”
    Hoffman & Novak, 1997
    9
  • The Content is the Audience
    In speaking about the mass media of the day, McLuhan stated “the content is the audience.”
    It’s an amazingly prescient statement.  While the mass media most prominent in McLuhan’s time incorporated a one-to-many broadcast model, he understood that ultimately it was still up to each audience member to control their intake of that media, and to contextualize it in a way that made sense in their own world view.
    Facebook and the like simply extend this natural capability that media in general (and the people who consume media) have. 
    Social media explicitly take the one-to-many and make it many-to-many.  The content of social environments is the same as the content of a house party, or a coffee shop.  They are about you.  In fact, ALL media have ALWAYS been about you — they are about what you choose to pay attention to how you make sense of it in your life.
    McLuhan saw that half a century ago.  Others are still figuring it out.
    Source:
    http://mediadriving.com/2009/01/26/what-marshall-mcluhan-knew-about-social-media-that-technology-experts-today-dont/
    10
  • 2011 Australian Social Media Data
    11
    Mobile internet 50% penetration amongst online Australians in 2010
    35 % penetration of smartphones among online Australians
    8% of online Australians use tablet
    [ end 2011 forecast 24% +]
    71% accessing audio or video content online in 2010 and 35% on a weekly basis
    3 in 4 online Australians tap consumer opinion about brands, products and organisations, found in social media
    63% have Facebook profile
    46% have clicked the Facebook ‘Like’ button for a brand, product, org.
    43% share their opinions about brands and products via social media
    53% engaged with a brand or company on a social networking site
    36% engaged with government or politicians on a social networking site
    Source: Burson-Marsteller Asia-Pacific
    Social Media #Infographics H1 2011
    August 2011
    Source: Nielsen
    State of the online market: evolution or revolution?
    March 2011
  • 12
  • Collision of Marketing, Customer Service and PR
    “United Breaks Guitars”
    “They Shake me”
    13
  • The Future of Customer Support
    Support is a major marketing asset
    Teaches marketers how to deal with “messiness”
    Gems in unstructured user generated content
    Facilitate customers to self-support each other
    Provides direct feedback to product development
    14
  • WHAT DO CUSTOMERS WANT ?
    A Relationship
    Promptness
    Promises Kept
    Kept Informed
    Follow Up
    No Surprises
    Do It Right First Time
    Accessibility
    Responsiveness
    Knowledgeable People
    Source : Ray Kurdupleski, (ex-AT&T) & Universal Card Services case study, Bradley T Gale, “Competing on Value”
    15
  • Example: Outside London flat
    16
  • Challenges Connecting with Council
    17
  • Engaged Citizen looking for new ways to connect with Council
    18
  • Challenge Today : Moving from Transactions Alone to Relationships
    Future State
    = Citizen Engagement
    (relationships)
    We don’t do this really e.g. User generated content, ratings, reviews, 1:1 dialogue
    Current State
    = Transactions
    We do this stuff well e.g.
    Fines, Service Fees …
    19
  • Marketing Moves to Citizen Facing Systems & Relationships
    Food Safety Offences (www.foodauthority.nsw.gov.au/penalty- notices/) publishing breaches in food safety to the citizens of New South Wales in Australia.
    Patient Opinion (www.patientopinion.org.uk/) facilitating
    dialogue between patients in the United Kingdom and the National Health Service
    Toronto, MyBikeLane(toronto.mybikelane.com/) reporting bike lane violations in Toronto. Little Bee is top offender. So far, zero violations at http://sydney.mybikelane.com/
    20
  • 21
    Social Trash Cans, City of Lucern (Switzerland)
    Source: NeueLuzernerZeitung Online, 11. Mai 2011
  • The Marketing Opportunity: A Social Media Marketing Challenge
    Low engagement consumer (click on content : limited effort & no content generation )
    Bookmarking
    Clicking a link to share info or start a discussion thread
    Video or photo viewing
    Rate a service
    Touch someone, teleport or gesture via avatar in Second Life (SL) virtual tourist location
    Microblogging (Twitter) – 140 characters SMS (excludes Australia)
    Commenting on a blog entry
    Write a review
    Create a video blog entry/vlog
    Build a city in SL, allow avatars to vote on favorite monuments or learn a language
    High engagement consumer ( effort spent on content creation e.g. take a video, create artifact )
    Level of Engagement  Brand Signal  Brand Equity
    22
  • Comparing User Engagement Across Different Ad Types
    (Psychster and allrecipes.com, 2010)
    Sponsored Content ads, in which individuals viewed a holiday page that was “brought to you by” a leading brand, were the most engaging but produced the least purchase intent of the 7 ad types tested.
    Corporate Profiles on social-networking sites produced greater purchase intent and more recommendations when users could become a fan and add the logo to their own profiles than when they could not.
    Give and Get Widgets in which individuals could create and customize something (a car or a dinner menu) and then either send it to a friend (“give” widget) or keep it for themselves (“get” widget) were more engaging than traditional banner advertisements but no more likely to produce an intent to purchase.
    Above conclusions held across brands (a leading soup brand and a leading car brand) and publishers (on Allrecipes.com and on Facebook.com), but like traditional ads, widgets had increased success if the brand was relevant to the website (i.e a soup brand on a cooking website).
    23
  • September 2009 “Midlife Australians Flock To Social Media”
    Forrester Groups Social Media Activities Into Five Categories
    24
  • September 2009 “Midlife Australians Flock To Social Media”
    Middle-Aged Australians Increased Content Consumption And Use Of Social Networks
    25
  • September 2009 “Midlife Australians Flock To Social Media”
    Middle-Aged Australians Increased Content Consumption And Use Of Social Networks (Cont.)
    26
  • March 2011 “Online Australians Shift To Social Networks”
    Most Online Australian Adults Use Social Media Regularly
    Increasing social media engagement
    27
  • Leisure Conversationalists
    Base: US online leisure travelers
    Source: Forrester’s North American Technographics® Travel Online Studies, Q1 2010
    28
  • Generation Y & 2020
    ...”They have a different understanding of ‘basic skills’ – wanting to get high-level overviews and return for ‘deeper dives’ when and if needed……………they are very much just-in-time learners and they will go to the Internet or other sources as they need information or skills…
    In 2020
    most Baby Boomers will have retired while Generation Y
    will dominate employment, comprising 42% of the workforce
    average job tenure will be around 3 years (4 years today) with voluntary annual turnover approaching 20%.
    More than 1 in 3 workers will be employed on a casual basis.
    Australia in 2020, Mark McCrindle
    29
  • Go-Nowhere-Gamers
    “Perhaps worryingly, a new generation will reject travel altogether in favor of gaming, social networking and ‘always on’ media,” the report states. “As in-home leisure is becoming more engaging, a group of young people will emerge who do not go out any more.”
    Future of Free Time, April 2010
    30
  • Agenda – SMMP (stage 1)
    Marketing transition
    8s framework
    The beginning of social search
    Tools and tactics of SMMP
    Facebook fan marketing
    Twitter and implications for real time marketing
    B2B Social Networking
    Best Practices in Social Media
    Social Graph
    Social Relationship Management
    Industry Adoption & ROI
    Future implications and where will the jobs come from ?
    31
  • 8 S’s of Social Media Marketing Practice
    1. Social Graph
    6. Social
    (being vs having)
    2. Story Feed (Stream)
    7. Service Dominant
    8. Social Commerce
    3. Social Gesture
    5. Sharing Stories
    4. Social Object
    32
  • “We Are Building A Web Where The Default Is Social”(Zuckerberg, 3rd F8 developer conference, San Francisco)
    Open Graph not just has a record of relationships with other people (“friends”)but database of relationships with everything else mapping interests
    Any action on websites outside of Facebook.comupdate the profile and “Open graph” via social plugins
    Facebook Open Graph is a “proxy you”, your preferences, behaviours and friends anywhere on web.
    Recommendations from friends not strangers
    Most personalised search engine with not only your tastes but friends tastes
    33
  • Facebook Object Types for Social Graph
    latitude
    longitude
    street-address
    locality
    region
    postal-code
    country-name
    Contact Info :
    email
    phone_number
    fax_number
    location
    34
  • 35
    The Levis Friends Store (http://store.levi.com/#store)
  • The ABC as Social Graph
    Topics
    Events
    Music
    Programmes
    Users
    Gardening
    News
    Food
    36
  • Facebook Social Graph
    37
  • Facebook EdgeRank
    Object = status update or post
    Edge = like, comment or interaction with object
    Interesting info  more people interactions resulting in higher rank and story in “Top News”
    Posting status updates without conversation does not get high rank and move into “Top News” feed
    EdgeRank is based on sum of three factors:
    affinity or the relationship between the creator and user
    interaction with the object (likes, commentshave different levels of user engagement)
    timeliness means new objects have better chance
    6 Tips to increase EdgeRank
    Publish objects that encourage interaction
    Create a forum
    Make most of photos and videos
    Share links
    Keep it fresh
    Ask users to share
    Source: 6 Tips to Increase Your Facebook EdgeRank and Exposure by Jim Lodico, 28/4/2011
    38
  • The Facebook Newsfeed (Stream)
    Being able to quickly parse through what your friends are up to, in line, and in reverse chronological order is the cleanest and simplest way to navigate a social net.(The News Feed - A Powerful UI Innovation, Fred Wilson, December 10,2007)
    Today we're ready to declare The Newsfeed the dominant internet metaphor of the day; the cascading waterfall of updates from your friends, with comments swirling even around those - that model is everywhere now!
    (Having Conquered Flickr & Yahoo, "The Newsfeed" Is Now the Dominant Info-Metaphor of Our Time, Marshall Kirkpatrick, Read Write Web, October 16, 2008)
    A method for displaying a news feed in a social network environment is described. The method includes generating news items regarding activities associated with a user of a social network environment and attaching an informational link associated with at least one of the activities, to at least one of the news items, as well as limiting access to the news items to a predetermined set of viewers and assigning an order to the news items. The method further may further include displaying the news items in the assigned order to at least one viewing user of the predetermined set of viewers and dynamically limiting the number of news items displayed. (US Patent 20080040673, Zuckerberg et al.)
    39
  • Google+ Stream and Hangouts
    40
  • Social Gesture
    @
    Block
    Bookmark
    Check-in (Foursquare)
    Comments
    #tags
    (Un)Follow
    Like (Facebook)
    Share
    Pokes
    Retweet
    Reblog
    Status update
    (Un)Subscribe
    41
  • Opportunities to Influence
    When you are in a good mood
    When world view no longer makes sense
    When you can take action immediately
    When you feel indebted because of a favor
    Immediately after you have made a mistake
    Immediately after you have denied a request
    42
  • Social Psychology
    Reciprocity: we want to repay, in kind, what another person has provided us
    Consistency: desire to be (and to appear) consistent with what we have already done
    Social proof: to determine what is correct find out what other people think is correct
    Authority: deep-seated sense of duty to authority
    Likeability: we say yes to someone we like
    Scarcity: limitation enhances desirability
    Robert B. Cialdini, Influence: The Psychology of Persuasion (revised; New York: Quill, 1993)
    43
  • Social Media Marketing and Principles of Influence(adapted from the blog of MischaCoster)
    Following, Connecting or Friends
    Who are you/what can you bring me/ What do others say about you ?
    Begin with Reciprocation (what will you bring ) to build followers
    Liking and similarities
    Reciprocation and Liking => Drives social proof
    How does scarcity work in social media world of free downloads
    Social Media =sharing, giving and receiving
    Scarcity in social media = unique value
    Authority
    Quantity of internet publications (Social proof) vs. Quality (Reciprocity)
    Authority most important and influential on topics of fact
    Google ranks people – higher ranking for important pages and sites
    Expert on matters of fact emphasize authority when presenting
    Matters of taste (film, restaurant or hotel etc.) consensus, number of things
    To begin share valuable information and share authorities in agreement
    44
  • Social Media Marketing and Principles of Influence(adapted from blog of MischaCoster)
    Critical mass of social proof
    Lower mass than offline media
    Similarity in network of shared of interests and backgrounds
    Not as many dissimilar others as offline
    Commitment and Consistency in Social Media
    Small effort for small favour to retweet, review or ask opinion
    How do we create a request for larger favour later ?
    Reciprocal response (the favour in return to your request) needs to be made actively, publicly and voluntarily (no one is forcing me to do any of this)
    Ask for action publicly made e.g. comments on website, share on other websites or within network
    Enough effort not to scare but meaningful step
    Facebook like’ button is a very small effort but publicly made (gets shared in your own network)
    Liking a product, band or actor allows marketer to make a bigger request later e.g. visit demo offline
    Like is consistent with preference to allow supplier to send relevant information
    Characterise in terms of larger issues (internal to individual)
    For an environmental cause (after “like” ) ask given importance of cause to individual would they become an ambassador in the network or geography
    Characterisein terms of larger issue not something small they did
    You call the commitment to be logically consistent with what you have already done that you would do this larger one, because you are favorable to this cause or to this type of consumer product
    45
  • Social Media Marketing and Principles of Influence(adapted from blog of MischaCoster)
    Social proof vs. Bystander effect
    Social proof ( show certain behaviour when enough others show and makes you want it more)
    Bystander effect builds on theory of diffusion of responsibility with more people around, the less I will feel personally responsible for taking action in situations the appeal to my sense of responsibility
    Conflict when enough others donate I don’t need to do so makes it unnecessary to act
    Last year 75% participated - would you be willing ? - Nobody else has done it this year, so I still need you to do it!”
    Norm is social proof
    Wisdom of Crowds & creating social proof
    set up and monitor user groups, interest groups, customer networks that allow marketers to learn rather then to teach about their product
    This was one of the highest scoring products among our test group
    This tested great among all the people that we tried it out on the internet
    46
  • Research Based Importance of Social Proof
    “Werther” effect
    people suicide in copycat behaviour
    Pluralistic Ignorance
    Personal responsibilty is high if only one onlooker of distressed person
    Peer behaviour
    Child learning skill vs Parental instruction
    Herd Behaviour
    Marketing implications
    Word of mouth, testimonials, case studies
    47
  • Why Do People ‘Like’ A Company Or Brand?
    (PalomaVazquez on November 1, 2010, www.psfk.com)
    Extract from report released by ExactTarget and CoTweet
    48
  • Social Proof and Social Media Marketing
    High subscriber counts get more subscribers faster
    Lots of blog post comments end up with many more
    Social news with lots of votes and interesting headlines gets votes form others before being read
    Popular bookmarks get even more popular
    Retweeted content spreads even faster through further retweeting
    Recommended content more favourable than found
    Quality,quality & quality content spreads with social proof through reciprocity and liking establishing authority with people and Google
    Blogging Content creates bonding with customers
    49
  • Social Objects
    50
  • “…why social objects are the future of marketing.” (MacLeod 2008)
    Social Networks form around Social Objects**, not the other way around.
    (** Term attributed to JyriEngstrom) MacLeod Hugh (2008) GapingVoid.com
    51
  • “Elegant Organisation”
    You don’t start communities. They already exist. They’re already doing what they want to do. The question you should ask is how you can help them do that better. Bring them “elegant organisation”.
    Jeff Jarvis (2009) quoting Mark Zuckerberg (Creator of Facebook) in
    “What Would Google Do?” Harper Business
    52
  • Sharing Stories
    What happens when you tell stories? Two magical things: You build trust with other people in your network, and from there you build empathy…is when you share the emotions that other people have and express. It’s a powerful, deeply primal experience.
    ShareThis! Deanna Zandt, Berrett-Koehler Publishers, 2010
    53
  • What is a Feed Story? (Facebook Guidelines)
    A Feed story describes a single specific action between an actor and an object. Examples:
    "Peter joined the cause Leukemia and Lymphoma Society."
    "Ari posted a song to Serkan's profile."
    "Peter thanked Ronnie for his donation."
    A Feed story contains valuable information that the actor wants to share and others want to consume.
    A Feed story is well-designed, succinct, and if appropriate, features an attached piece of media that further describes the action or the object of the action. Examples:
    "Peter joined the cause Leukemia and Lymphoma Society."
    "<Leukemia and Lymphoma Society Logo> <blurb about the society>"
    Design Guidelines
    Feed story body:
    Shows more details about the action or object.
    Does not repeat information in the headline.
    Does not include promotional links or explicit calls to action.
    Example: "<Leukemia and Lymphoma Society Logo> <blurb about the society>"
    Action Links:
    Appear on all stories
    Feature contextually relevant calls to action
    Only one action link with a max of 25 chars can appear in a Feed story
    Cannot contain any formatting characters (like "[", "]", "|")
    Example: "Comment - Share - Join Cause"
    54
  • Stories and Listening to Brand Attributes
    Your own stories are ego centric
    Stories others tell about you to friends and associates (future prospects) are powerful
    What vocabulary do others use
    What do others tell about your skills
    What stories do you tell about others
    Brand attributes are what others write and repeat
    55
  • Purpose Motive Linux-Apache-Wikipedia
    Drive #1: Eat when we’re hungry. Drink when we’re thirsty. Etc.
    Drive #2: Respond to rewards and punishments in our environment.
    Drive #3: We do things because they’re interesting and because they’re engaging and because they’re the right things to do and because they contribute to the world. (!!!)
    “Our Third Drive, intrinsic motivation, is the most powerful.”
    Drive: The Surprising Truth About What Motivates Us, Daniel Pink, Riverhead 2009
    56
  • Evil Plans: Having Fun on the Road to World Domination by Hugh MacLeod (Kindle Edition - Feb 17, 2011)
  • The largest funding platform for creative projects in the world
    58
  • 59
  • platform facilitates carpooling and carsharing
    put passengers in touch with drivers – who are free to put a price on the rides they offer
    100,000 passengers find rides through Comuto per month
    traffic has doubled since volcanic eruption in Iceland
    60
  • 61
  • 62
  • Wine Communities
    63
  • Service-Dominant Logic
    A logic that views service, rather than goods, as the focus of economic and social exchange i.e., Service is exchanged for service
    Essential Concepts and Components
    Service: the application of competences for the benefit of another entity
    Service (singular) is a process—distinct from “services”— particular types of goods
    Shifts primary focus to “operant resources” (skills and knowledge) from “operand resources” (static and tangible)
    See value as always co-created (Market With
    i.e. Collaborate with Customers & Partners to Create & Sustain Value)
    Sees goods as appliances for service delivery
    Implies all economies are service economies
    All businesses are service businesses
    Vargo, S.L. and R.F. Lusch (2004).
    “Evolving to a New Dominant Logic for Marketing, Journal of Marketing 68(January): 1-17
    64
  • S-Commerce
    True relationship driven transactions/sales
    social (networks & UGC)+ e-commerce+ mobile
    3 key categories of developing S-commerce
    Group buying (Groupon, LivingSocial and BuyWithMe)
    Recommendations and reviews*** (Amazon, Apple and BestBuy)
    Shopping communities (f-commerce or Facebook stores)
    ***see evidence of reviews impacting revenue:
    http://www.bazaarvoice.com/resources/stats &www.reevoo.com/
    65
  • Social (Local) Promotions & Online Group Buying Using Viral
    Scoopon (sister site catch of the day)
    Spreets (Yahoo!7)
    Cudo(ninemsn/Nine Entertainment Co)
    Jump on it
    Harvey Norman Big Buys
    Deal Me (Deals Direct and James Packer)
    OurDeal (Ten)
    Deal Busters (Southern Cross Media)
    GrabOne (NZ)
    TreatMe (NZ)
    Groupon* (StarDeals Australia) acquisition of CrowdMass(Melbourne)
    Gilt
    LivingSocial (Amazon investment)
    WalmartCrowdSavers (Facebook)
    PaypalShoptimist
    Google Offers
    Facebook Deals (no mobile at launch, Groupon + Fan page + Places/check ins + News Feed)
    *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.
    66
    80% of Australian Group Buying
    revenue:
    2010 - $63M
    2011 - $242M
    2014 – $0.5 B
    Telsyte research
  • How effective are Groupon Promotions for businesses? Study by Utpal M. Dholakia28/9/ 2010see Harvard Business Review Jan-Feb 2011
    150 small companies
    Groupon promotions 6/2009 to 8/2010
    Promotion profitable for 66% and unprofitable for 32%
    Employee satisfaction primary driver of the profitability
    42% would not run a Groupon promotion again
    Social promotional customers # long term relational customers
    Grouponredeemers are “extremely price sensitive
    Bargain hunters frugal by nature
    Barely spending beyond a discounted product's face value for unprofitable
    Transaction focus
    Repeat-purchase rates 15% for unprofitable (for profitable 31%)
    For sustainability design offers aligning with benefits to business
    67
  • S-Commerce Strategies
    ACQUISTION
    RETENTION
    $$$
    Groupon

    Online

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



    Key opportunities – social selling and social loyalty/retention
    68
  • How Shoppers Make Buying Decisions
    Which of the following are the three most important sources of information that you use to help make buying decisions?
    60%
    60%
    Online reviews more important than in-store employees, traditional media, and social networking
    50%
    40%
    30%
    29%
    29%
    27%
    24%
    23%
    20%
    21%
    19%
    14%
    10%
    11%
    10%
    0
    Friends / Family
    Data on mfg. sites
    Online reviews (store-based retailer sites)
    In-store employees
    Customer reviews on social networks
    Customer reviews (online- only retailer sites)
    Print
    Customer reviews on blogs, message boards
    TV
    Online professional reviews
    In-store product displays
    Sample Size = 1,000 U.S. consumers
    Source: Cisco IBSG Research & Economics Practice, 2010
    69
  • Groupon fuels innovation: at all levels of each stage of retail value chain
    Product
    Price
    Merchandising
    Payments
    Fulfilment
    70
  • S-Commerce Category Opportunities
    Recommendations and reviews
    Social network
    Service /syndication
    Group Buying
    Retail or manufacturer site
    Social network
    Service /syndication
    Communities
    Retail or manufacturer site
    Social network
    Service /syndication
    71
  • Social media marketing
    The benefits of social media marketing practice
    brand equity
    build enduring and intimate brand relationships
    Social ✔commerce
    accountable commercial outcomes
    research & development
    generate ideas, develop insights,
    test strategies
    knowledge management
    generate, aggregate, disseminate organisational knowledge
    72
  • Agenda – SMMP (stage 1)
    Marketing transition
    8s framework
    The beginning of social search
    Tools and tactics of SMMP
    Facebook fan marketing
    Twitter and implications for real time marketing
    B2B Social Networking
    Best Practices in Social Media
    Social Graph
    Social Relationship Management
    Industry Adoption & ROI
    Future implications and where will the jobs come from ?
    73
  • Google, Facebook and Twitter is My Newspaper
    74
  • Social Search
    75
    Social Networks
    Search Engines
    indexing and archiving social content in realtime
    people you know recommended links from Google + posts
    Semantic related content
    Zemanta
  • Referral & Destination Traffic for April 2010agl & originenergy
    Sites people visit before going to agl.com.au
    facebook.com (21.19%)
    google.com (15.57%)
    google.com.au ( 2.68%)
    Sites people visit after leaving agl.com.au
    facebook.com (31.6%)
    energyaustralia.com.au (< 0.1%)
    google.com.au (<0.1%)
    Sites people visit before going to originenergy.com.au
    google.com.au (46.37%)
    google.com (25.33%)
    facebook.com ( 13.90%)
    Sites people visit after leaving orginenergy.com.au
    google.com (31.03%)
    google.com.au (22.31%)
    facebook.com (9.22%)
    76
  • How to Participate in Conversations
    Conversational calendar
    Keywords/Vocabulary online & offline
    What topics do your customers care about ?
    What topics are trending in your industry
    Monitor existing social media via dashboard e.g. Fb or Twitter
    Use complaints or opportunity to discuss solutions
    Become an expert providing service through social exchange
    77
  • Social Media Conversation Calendar Triggers
    Tweets ~ 1 to 2 per day
    Facebook status daily
    YouTube weekly
    New content ~ 3 to 5 hours per month
    New online contacts ~ 1 hour per month
    New blog post ~ 1 per working day
    78
  • 8 Levels of Social Media Analytics
    http://manobyte.com/blog/index.php/2008/11/what-is-social-media-analytics
    orginally adapted from Davenport T (2007), Competing on Analytics
    79
  • First Step Monitoring [Brand] Conversations & Tips
    Social Media Dashboard
    All social media sources relating to brand
    RSS technologies
    Mashups(e.g. YouTube, Flickr, Twitter, Nielsen, Google )
    Weak Signals
    Twitter early warning in advance of blogging
    Set up comprehensive Google Alerts
    Set up a feed reader with relevant blogs and new feeds
    Use Twitter Search to follow hashtagsand keywords in Twitter streams
    Start immediately (~3 mins) with Netvibes and vocabulary
    80
  • Google Reader
    • Free
    • Collects info from Twitter, blogs, and other RSS sources
    • Allows for easy sharing
    • Info all in one spot
    • Less real-time (both benefit and drawback)
    • Track what’s read/not
    • Powerful: Star, share, email, tag, notes, trends
    • LinkedIn - Job changes, New connections, Updates and Groups
    81
  • Other monitoring options
    82
  • Brand Equity - Conversational
    Conversation Gap (Rubel 2005)
    Brand share of the online conversation
    Gap between the total number of conversations about a category and the proportion which mention the brand operating in the category
    Equities of a Brand (Stein 2006)
    Topics being mentioned in conversations about a brand with equity share corresponding to the frequency at which each topic is mentioned
    See pp 115-116 Cook, N 2008. Enterprise 2.0 Hampshire,England: Gower Publishing
    83
  • Conversation Gap - Vacation and Paris
    * Total identified blogs: 99,181,005 @ 18 December, 2008
    84
  • Conversation Gap - Vacation and Paris or Sydney
    * Total identified blogs: 151,048,780 @ 24 November, 2010
    85
  • Paris – Equity Share Analysis of Attributes
    * Total identified blogs: 151,048,780@ 24 November, 2010
    86
  • Blog Mentions:Sydney Opera House, Taj Mahal & Great Wall China
    A review of the blogosphere on 8 June 2010 reveals 126.87 million blogs
    87
  • How Social Media Supports the Myth of Paris
    Casablanca
    “We'll Always Have Paris”
    Lamps, Eiffel Tower,france,
    night, street, notredame,
    bw, church, architecture,
    toureiffel, city, cathedral,
    louvre, museum
    City of love , city of lights, landmarks , museums & galleries, Cafés, coffee, conversations, friendship, artists, lovers, philosophers
    88
  • Content Marketing
    Thought leadership, thought leadership & thought leadership
    Content marketing is second guessing what your customers need to know and delivering the info in a relevant and compelling manner
    Best practices, case studies and success stories
    Not media company driven content but content for customers
    Provide materials to support a service where customer says
    ‘Wow, you really made this easier for me!’”
    e.g. Blendtec “Will it blend?”
    89
  • Wikipedia entries well placed on Google
    Collaborative authoring of content
    User-edited content
    17 million Wiki Pages
    Content changes must by approved
    Articles are cross-indexed
    Generate articles relating to your organisation,executives and news
    Monitor articles on wikipedia for reputation management
    Reference with related entries
    90
  • Content Syndication
    RSS
    Social bookmarking sites
    News
    Digg.com, Propeller.com, Reddit.com, Mixx.com, Shoutwire, Furl.com
    Bookmarking
    Del.icio.us
    Channel surfing
    StumbleUpon.com
    SME Marketing
    SmallBusinessBrief.com
    SEO
    Sphinn.com
    Content marketing
    Junta42.com
    91
  • “New Rules of New News Releases”
    Don’t send news releases only when “big news” is happening
    Find good reasons to send news releases all the time
    Don’t just target a handful of journalists
    Create news releases appealing directly to your buyers.
    Write releases rich with your keywords
    Include compelling offers consumers action
    Add social media tags with keywords so release can be found
    Drive people into the sales process with a news release.
    David Meerman Scott’s The New Rules of Marketing and PR, 2007
    92
  • Marketing Content
    Audio and video recordings of interviews,roadshows or roundtables for repurposing e.g.podcasts
    Release schedule focusing on key topics affecting customers with a free subscription
    Send out news releases through a keyword-optimized service e.g. PRWeb, eReleases (paid) or PR.com, Clickpress (free)
    Send releases direct to influential bloggers and post on Scribd and FreeIQ
    Post videos of interviews on YouTube and industry specific video portals specific to your industry
    Upload audio & video to microsite relevant podcast directories
    All articles with own HTML pages on microsite
    Each article with social media capabilities, such as letting people add it to Facebook, Digg, or StumbleUpon
    Provide a free e-book or whitepaper on microsite for downloading to continue the conversation with current customers information on prospects so that you can begin a conversation (no sales pitch education only)
    RSS feeds available for Web content
    New news releases are for building key links and for helping bloggers and influencers find the site
    Upload articles to key vertical and social bookmarking sites
    If deemed relevant create a Facebook fan page and invite key customers to join the Facebook group
    Adapted from Joe Pulizzi and Newt Barrett (2009) Get Content Get Customers, McGraw Hill
    93
  • Diverse Content Practices
    Millerwelds.com
    Category killer for welding information
    Tween Waters Inn (Captiva Island)
    Fleishman-Hillard
    BoomerBlog.com & NextGreatThing.com
    David Lawrence Centre
    Mental Health & Substance abuse
    Kitchen Studio of Naples, Florida
    annporter.wordpress.com/
    Maui Wowi Franchisee
    CoffeesAndSmoothies.blogspot.com
    Bitemark.com
    Conversion rate blog
    Mindjet
    Pinsent Masons
    Outlaw.com
    94
  • Article Directories
    EzineArticles.com
    ArticleDashboard.com
    Buzzle.com
    WebProNews (internet marketing)
    IdeaMarketers.com
    ArticleAlley.com
    ArticleCube.com
    95
  • Pyramid of Economics of Social Content
    Original Content = X
    Original Content + Ratings/Reviews = 2X
    Original Content + Ratings/Reviews + User generated content = 4X
    Source: Happe R. (2009) Social Media in the Enterprise, GigaomPRO
    HGTV
    Rate My Space
    • over 22MM page views per month, adding new ad revenue
    • 3 additional campaigns and launched new tv series based on the online content
    96
  • Agenda – SMMP (stage 1)
    Marketing transition
    8s framework
    The beginning of social search
    Tools and tactics of SMMP
    Facebook fan marketing
    Twitter and implications for real time marketing
    B2B Social Networking
    Best Practices in Social Media
    Social Graph
    Social Relationship Management
    Industry Adoption & ROI
    Future implications and where will the jobs come from ?
    97
  • Relationships # Technologies
    In Saren M. (2006) Marketing Graffati, Butterworth-Heinemann
    98
  • 99
  • Australian Social Networking : Driven by Facebook
    100
    Source: comScore Media Metrix, November 2010 : Australian Audience 15+ accessing Internet from Home or Work
  • Social Media Concepts
    101
  • Social Bookmarking
    Information sharing and promotion for content
    Delicious acquired by founders of YouTube(AVOS)
    Social bookmarking rank well in search
    Increase audience reach e.g. non-commercial users
    Top 4 general sites
    Digg,Delicious, Redditand Stumbleupon
    Stumbleupon drives >50% of all referral traffic from top social media sites
    Top niche sites
    Slashdot.com (technical)
    Sphinn (search)
    tipd.com (financial)
    kirtsy (female)
    102
  • Forums
    www.millerwelds.com/
    an online electronics store, gives
    members the option of discussing
    issues regarding specific products
    myRidez recruits users to demonstrate how to install
    and upgrade vehicles, it has also made the page fun by asking users to submit photos of the finished vehicle.
    103
  • Social Networking
    Technology and services creating unique personal profiles, mapping out relationships, and leveraging connections to accomplish a task.
    Key characteristics of Network :
    • Personal Profile
    • Visible Relationships
    • Connections
    Profiles: The Real Value Of Social Networks by Charlene Li, Forrester, July 2004
    104
  • 105
  • Popular Social Networking Sites by Country
    China (420 M) - QQ, Xiaonei (now RenRen), 51, Tencent
    UK - Facebook, Bebo, MySpace
    NZ - Facebook, Bebo MySpace
    USA - Facebook, MySpace, Twitter
    Korea – Cyworld
    Japan – Twitter, Mixi.jp (22 M users at 31/10)
    Germany - Facebook, StudiVZ, MySpace
    These social networks exclude popular dating sites
    e.g. Flirtomatic (UK) and loveonline (NZ)
    106
  • Wikifashion has no central editorial board or editor-in-chief. Created by dedicated volunteers from around the world donating time and fashion expertise.
    Allows employees, consumers, passionate to collate and collaborate
    Web pages anyone you allow can edit
    Share best practice and knowledge
    Empower staff and value their experience
    107
  • TREND
    Motivation to Blog
    The Journal of Advertising Research (Huang et al., Dec 2007) identified five major motivations for a blogger to blog:
    self-expression
    life documenting
    commenting
    forum participating
    information searching
    The idea of being able to escape the real world
    Web-based technologies help to unlock existing human needs
    108
  • Tag Cloud of Paige’s Story About Travel to Paris
    Created from Daniel Steinbock’sTagCrowd under Creative Commons ©
    109
    109
  • Elaboration of Trip to Paris Blog Story (Means-End & Heider)
    Woodside, Sood & Miller 2008 When Consumers and Brands Talk Psychology & Marketing
    18."We went on Fat Tire's day trip to Monet's gardens and house in Giverny, about an hour outside Paris."
    17. "I wanted Paige to get a feel for shopping experiences that she would not have at home (aka the ubiquitous mall). "
    19....."I know Paige will
    treasure the memory of
    this girl's trip for many
    years to come."
    +
    16. "On our trip to Giverny, we met a young woman from Brisbane, Australia who was traveling on her own and we invited her to join us. Three of us enjoyed delicious and innovative soufflés, while Paige had the rack of lamb. We shared two dessert soufflés, one chocolate and the other cherry/almond. Yum"
    +
    3. Paris
    11.Sites
    • The Marais
    • Notre Dame
    • L'Arc de Triomphe - 248 steps up and 248 steps down...
    • Champs Elysee
    • Jacquemart Museum
    • Louvre Lite
    • Musee D'Orsay
    • Les Invalides, Napoleon's Tomb and the Napoleon Museum
    • Sacre Coeur
    • Monmartre
    • Rodin Museum
    • Pompidou Museum
    • Train to Vernon, bike to Giverny with Fat Tire Bike Tours
    • http://www.fattirebiketoursparis.com/
    • Eiffel Tower
    +
    1.Gayle
    +
    15." Michael Osman is an American artists living in Paris."
    "He supplements his income by being a tour guide." I" found out about him on Fodors"
    "So I engaged Michael for two days."
    +
    2. Paige
    14. "They had decide to come to Paris to find the Harley Davidson store so they could buy Harley Paris t-shirts."
    +
    4.”The occasion was my cousin Paige’s 16th”
    5. “I am a Canadian and get by in French.”
    13."The father stretched out his cupped hands which held all of the pieces they were able to recover, including the memory stick and he very solemnly said, "El muerto...".
    9. "I bought a Paris Pratique pocket-sized book at a Metro station. This handy guide has detailed maps of each arrondisement, as well as the metro lines, the bus lines, the RER and the SCNF (trains). I'll never be without this again."
    6. "All I can say is WOW! We rented a 2 bedroom, 1 ½ bath apartment (two showers), "Merlot" from ParisPerfect http://www.parisperfect.com/ and boy was it ever perfect! "
    12. Unforgettable Memories
    "This trip had so many memories, but here are a few choice highlights........On our very first night, knowing that the Eiffel Tower light show started at 10:00 p.m.... she [Paige] dropped
    her camera…down 6 flights…we were stunned…Spanish
    Family below standing below [with pieces of the camera]”
    10."Six months before our trip, I gave Paige a couple of good guide books on Paris and suggested she let me know what her interests were since after all, this was to be her trip."
    7. “We had a full view of the Eiffel from our charming little terrace. ....We were within walking distance to two metro stops (Pont d'Alma or Ecole Militaire) "
    8. "We were walkable to many good bistros, cafes and bakeries and only a few blocks from the wonderful market street Rue Cler."
    110
  • Linguistic Inquiry and Word Count (LIWC)Text Analysis : The Psychological Power of Words
    Pennebaker, J. W., Francis ME, Booth RJ. (2001). Linguistic Inquiry and Word Count (LIWC): LIWC2001. Mahwah: Lawrence Erlbaum Associates.
    111
  • Iconic Sites & Scenes from Paris Blog
    Eiffel tour night show
    The Marais
    Notre Dame
    L'Arc de Triomphe - 248 steps up and 248 steps down...
    Champs Elysee
    Jacquemart Museum
    Louvre Lite
    Musee D'Orsay
    Les Invalides, Napoleon's Tomb and the Napoleon Museum
    Sacre Coeur
    Monmartre
    Rodin Museum
    Pompidou Museum
    Train to Vernon, bike to Giverny with Fat Tire Bike Tours www.fattirebiketoursparis.com/
    112
  • Marketing & Advertising Strategy Implications the Story of Paige
    Story told in natural city setting
    Assume Paris = brand
    Brand is supporting actor enabling Gayle to achieve her goals of showing Paris to Paige (conscious) and help her coming of age (unconscious)
    Builds favorable consumer brand relationship:
    best friendship (Fournier 1998)
    Show someone Paris:
    Share experience,teacher-student,”fairy-godmother” or be the tourist guide
    Use social relationships to sell cities
    Interpersonal relationships (people travel with people)
    Near conversational interaction with brand:
    story is called “I love Paris”
    113
  • Publicity Effectiveness of Blogs versus online Magazines
    The results of the current study clearly show that the publicity effectiveness of blogs is higher than that of online magazines. The use of social media requires marketers to take a step back from traditional campaign thinking and focus more on relationship building.
    The study conclusively shows that the publicity effectiveness is superior in social media as compared to “traditional” online media.
    Public-relations practitioners end up in traditional media by reason of news-generating spectacular advertising campaigns, press releases, sponsored competitions, and the like. By contrast, for publicity to find a credible spot on blogs, placement efforts need to begin with genuine relationships with the bloggers.
    Finding “fashionable friends” online takes time and effort. The return of those investments, however, could provide marketers with a new kind of far-reaching effective publicity generated by blog producers who similarly devote both time and effort to promoting the brands they believe in.
    Colliander and Dahlen (2011), Following the Fashionable Friend :The Power of Social Media Weighing Publicity Effectiveness of Blogs versus online Magazines, Journal of Advertising Research, pp. 313 – 320.
    114
  • Photos
    • Join a photo sharing site e.g. Flickr or Picasa
    • Upload photos and create a slideshow
    • Use the embed code from the slideshow or follow your blogs rules to embed it on your blog. Use HTML tab in blog form.
    • Optimize photos for the Web via Photoshop or via a Web-based solution(webresizer.com)
    • Provide interesting captions to your photos to tell the story
    • Try the popular Glimphwhich automatically captured with every picture you take a video clip.
    115
  • Canada
    116
  • Tiffany Co.
    117
  • LVMH – Louis Vuitton
    118
  • Blendtech & Old Spice
    700,884
    Susan Boyle
    62,169,017
    “United Breaks Guitars”
    10,177,221
    Old Spice
    The Man Your Man
    Could Smell Like
    30,796,471
    ** views current as at 25 March 2011
    119
  • UNICEF/Oxfam Haiti YouTube emergency case study : Priority vs. Quality
    Ewan McGregor UNICEF for the children of Haiti (21 Jan)
    Ian Bray Oxfam Haiti emergency appeal (13 Jan)
  • Engaging Video Ingredients: Deconstructing a TEDTalk[ TEDTALK 2010] Mini-Documentary Thomas Clifford 1/4/2011
    Simple – video follows two people appearing at an event.
    Emotional – includes emotional ups and downs.
    Intriguing - kept in suspense through a compelling storyline.
    5 main ingredients:
    Music
    Interviews
    Live event: before
    Live event: during
    Live event: after
    121
  • Global Village
    122
    • Check out http://www.youtube.com/t/creators_corner e.g. 3D, cloud editor
    • Interview people, have a talk show, do a video blog with commentary, make short films, be creative
    • Embed the video on your blog. Embed code is readily available to the right of your videos on YouTube
    • Username becomes a channel
    • Tag videos with appropriate key terms to help others find your content
    • Explore and post other video sites, like Vimeo, Viddler
    123
  • User generated video reviews show strong presence of strategic advertising elements
    124
  • YouTube Insight – Video Analytics
    125
  • Archetypes of Consumer Conversations About CG Ads Campbell et al (2011), Understanding Consumer Conversations Around ads in a Web 2.0 World, Journal of Advertising Research, vol 40, no.1, Spring, pp.87-102
    The Debate
    The Inquiry
    Conceptual
    The
    Collaborative
    Oppositionary
    Emotive
    The Flame
    The Laudation
    126
  • UStream.tv
    • Live streaming video from desktop or smartphone
    • With a laptop and a Web cam or camcorder connectedyou can easily broadcast live from an event
    • Easy to embed application in blog or Facebook Fan (not Personal) page
    • Show pages allow for audience to chat and comment on an episode
    127
  • Mashups
    Type of Web application combining data from more than one source into a single integrated view or tool
    Online directory of mashups:
    http://www.programmableweb.com/tag/social
    128
  • Agenda – SMMP (stage 1)
    Marketing transition
    8s framework
    The beginning of social search
    Tools and tactics of SMMP
    Facebook fan marketing
    Twitter and implications for real time marketing
    B2B Social Networking
    Best Practices in Social Media
    Social Graph
    Social Relationship Management
    Industry Adoption & ROI
    Future implications and where will the jobs come from ?
    129
  • Australian Facebook Demographics (Source:checkfacebook.com)
    130
  • Facebook Pages
    What would it be like to work with you?
    News about your business
    Share your work
    Share blog posts
    Specials and events only on Facebook
    Use your own voice.
    131
  • Case Studies - Facebook
    Brasnthings
    Coldstone Creamery
    Del Mar racetrack (California)
    Lacta Chocolate (Greece)
    Logos Bible Software
    SSP (Sydney international airport)
    TommeeTippeeAustralia
    Yellow Convenience store (Israel)
    Washington Redskins
    132
  • Posting to Facebook
    In your Group or Fan page create an event
    Invite Fans or Facebook friends to attend the event - this engages your community
    Share the event specific URL via Twitter too (use bit.ly)
    Take your Twitter/Blog bit.ly URL and share it on Facebook via the “what’s on your mind” status update by Pasting the link
    133
  • Like, Comment & Share
    The “Like”, “Comment” and “Share” features on Facebook are three good ways to monitor your posts, but more importantly to help spread the word of your events as well as other events that your friends find interesting and relevant.
    If you don’t want to leave a comment just click on the “like” button
    If you feel inclined leave a comment. By doing one of these options you are essentially subscribing to any future comments other people may make about this particular posting
    If you really like the posting and want all of your friends/fans to know about it click on the “share” button.
    134
  • Facebook – Main Tabs
    Wall – mini press releases, announcements
    Info – static information, Overview, mission, etc.
    Photos – multiple photo albums
    Videos
    You can add custom/application tabs
    Causes, Flickr, Last.fm, myPersonality, Slideshare,YouTube
    135
  • Facebook Insights
    Facebook wants your fans to interact with your Page:
    Wall posts
    Likes
    Comments
    Ask questions of your fans
    Surveys – polls - input
    Use a casual approach where appropriate
    136
  • The 12 most annoying types of Facebookers
    The Let-Me-Tell-You-Every-Detail-of-My-Day Bore
    The Self-Promoter
    The Friend-Padder.
    The Town Crier
    TMIer (The Much)
    The Bad Grammarian
    The Sympathy-Baiter.
    The Lurker
    The Crank
    The Paparazzo
    The Obscurist
    The Chronic Inviter
    137
  • Sharing Your Content and InformationDate of Last Revision: April 26, 2011 Statement of Rights and Responsibilities
    Statement of Rights and Responsibilities
    Sharing Your Content and Information
    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:
    For content that is covered by intellectual property rights, like photos and videos (IP content), you specifically give us the following permission, subject to your privacy and application settings: you grant us a non-exclusive, transferable, sub-licensable, royalty-free, worldwide license to use any IP content that you post on or in connection with Facebook (IP License). This IP License ends when you delete your IP content or your account unless your content has been shared with others, and they have not deleted it.
    When you delete IP content, it is deleted in a manner similar to emptying the recycle bin on a computer. However, you understand that removed content may persist in backup copies for a reasonable period of time (but will not be available to others).
    When you use an application, your content and information is shared with the application. We require applications to respect your privacy, and your agreement with that application will control how the application can use, store, and transfer that content and information. (To learn more about Platform, read our Privacy Policy and Platform Page.)
    When you publish content or information using the everyone setting, it means that you are allowing everyone, including people off of Facebook, to access and use that information, and to associate it with you (i.e., your name and profile picture).
    We always appreciate your feedback or other suggestions about Facebook, but you understand that we may use them without any obligation to compensate you for them (just as you have no obligation to offer them).
    138
  • Agenda – SMMP (stage 1)
    Marketing transition
    8s framework
    The beginning of social search
    Tools and tactics of SMMP
    Facebook fan marketing
    Twitter and implications for real time marketing
    B2B Social Networking
    Best Practices in Social Media
    Social Graph
    Social Relationship Management
    Industry Adoption & ROI
    Future implications and where will the jobs come from ?
    139
  • Detecting flu trends using search engine query data (intentionality)
    140
  • Twitter and Marketing Predictions
    Tweets is “found data” without asking questions
    More meaning than typical search engine query
    Large numbers of passive participants in natural settings
    Twitter can predict the stock market (Lisa Grossman, Wired, Oct 19 2010)
    Predict movie success in first few weekends of release
    “…it also raises an interesting new question for advertisers and marketing executives. Can they change the demand for their film, product or service buy directly influencing the rate at which people tweet about it? In other words, can they change the future that tweeters predict?”
    Tech Review, http://www.technologyreview.com/blog/arxiv/25000/
    141
  • Water Cooler/Ambient Intelligence Microbloggingmicrosharing -> microlearning
    Status management without walking around -touching base
    Checking the overall state of company or group - awareness
    Response and listening – all optional i.e. a pub/sub model
    Spot check all is well or anyone absent or problems ?
    Adjust accordingly and move on
    Collaborate
    Share info
    Get to know others
    More aware
    What are you working on ?
    What is taking up time – ask advice
    What did you learn ?
    142
  • A Look at the Numbers
    175M registered users with 119 M users following one or more account
    Worldwide visitors approached 10M in Feb 2009, up 700+% vs. Feb 2008 (Comscore)
    180 M unique visitors per month( Huffington Post, 30/4/2010)
    105,779,710 registered users (ibid)
    60+% stopped using Twitter a month after joining (Neilsen Online, via Reuters)
    Older than you think!
    18-24 year olds 12% less likely than average to visit Twitter
    25-54 year old crowd is driving this trend
    45-54 year olds 36% more likely to visit Twitter, making them the highest indexing age group
    Next is 25-34 year olds: 30% more likely
    Twitter rose to over 800,000 users in June 2009, up from 13,000 in 2008**
    Twitter gets a total of 3 billion requests a day via its API
    Twitter's search engine receives around 600 million search queries per day.
    1M Twitter apps connect up from 150,000 in 2010
    Twitter team size 600 (up from 250)
    2007 ~ 5,000 tweets per day
    2008, ~ 300,000 tweets per day
    2009 ~2.5 million tweets every day
    End 2009 Tweet growth 1,400% reaching 35 million tweets per day
    Feb 2010 Twitter sees 50 million tweets created per day or 600 TPS
    Aug 2010 Twitter sees 65 million tweets per day
    Aug 2011 Twitter sees 200 million tweets per day
    Source :Measuring Tweets, twitter blog, @kevinweil, Feb 22, 2010 and Aug 01, 2011
    Source: Reuters reporter Alexei Oreskovic.
    ** comScore study, June 2009 Reported in Marketing Charts, August 17th 2009
    143
  • TWITTER
    Ambient intelligence
    Takes microblogging mainstream
    A giant “coffee shop”
    Limited to 140 characters
    Use Twitter to :
    post blog updates
    connect with existing members
    recruit new members
    144
  • TWITTER BASICS
    Handle - @soody
    Follow – who you’re listening to
    Replies – have a conversation! @
    Retweet – RETWEET or RT
    #FollowFriday (#FF)
    Avatar – Your picture. Decide Logo or Face
    Hashtag - #TwOrCo – Twitterers in OC
    You can create your own hashtag #PUTM
    145
  • DM (Direct Message)
    Direct messages (DMs) are Twitter’s private messaging channel like Instant Messaging.
    Tweets appear on your home page under the Direct Messages tab
    Email notifications turned on, you’ll also get an email message when somebody DMs .
    DMsdon’t appear in either person’s public timeline or in search results. No one but you can see your DMs.
    You can send DM only to people who are following you. Conversely, you can receive them only from people you’re following.
    You can send DMs from the Direct Messages tab by using the pull-down menu to choose a recipient and then typing in your note. To send a DM from your home page, start your message with “d username,” like this:
    d Johnny How about next Monday?
    146
  • Finding People to Follow
    Go to search.twitter.com
    In the advanced search field enter: near:2066 within:25km
    Replace with your post code and extend radius if desired
    The search results include all Tweeters based within your area
    Click on a user name and their Twitter page will open
    Click “Follow”
    Repeat steps as many times over to check users of interest
    If you find a local Twitter with lots of followers go to their page and click on the pictures on their page of their followers
    www.wefollow.comand “Enter a Tag” to follow the results
    Visit pages of people who follow you and check out their followers to see if you want to follow them
    147
  • This is Negative WOM!
    Should We Care?
    148
  • Feedback & Complaints Management
    CustomerService
    Direct sales via links & Promotions
    149
  • Twitter Tools & Applications
    CommuterFeed.comusers tweet traffic info
    Directory
    TweetStats
    150
  • 151
  • Relationship to IM & e-mail
    Augments, does not replace
    Email – longer strands of asynchronous info
    IM – direct conversation, file sharing, video, screen sharing – Skype
    Phone – more complex messages; more critical conversations where tone is important
    152
  • First steps
    Consider FaceBook or Google + first
    Try Twitter or Yammer starting small
    Have funand give them a chance
    Add social media to your profile
    153
  • Agenda – SMMP (stage 1)
    Marketing transition
    8s framework
    The beginning of social search
    Tools and tactics of SMMP
    Facebook fan marketing
    Twitter and implications for real time marketing
    B2B Social Networking
    Best Practices in Social Media
    Social Graph
    Social Relationship Management
    Industry Adoption & ROI
    Future implications and where will the jobs come from ?
    154
  • LinkedIn
    Over 120 million users
    26m+ members in Europe
    6m+ members in the UK
    2m+ members in France
    2m+ members in the Netherlands
    2m+ members in Italy
    1m+ members in the DACH region (Germany, Austria and Switzerland)
    1m+ members in Spain
    10m+ members in India
    4m+ members in Canada
    4m+ members in Brazil
    2m+ members in Australia
    2M+ professionals in Australia (~40% + of professionals)
    Widely used in Financial Services (Sydney, Brisbane & Melbourne)
    Australian member usage
    ~ 8 minutes per month
    6.5 million students and 9 million recent college graduates
    More than 2 million companies have LinkedIn Company Pages.
    155
    affluent & influential membership.
  • Find and recruit staff
    Create employee groups and pool ideas
    Create a company profile
    Network with related professionals
    Be a Resource
    Answer Questions as an expert in your field.
    Provide referrals.
    Make meaningful connections.
    Use an Authentic Style in your Profile
    156
  • Guy Kawasaki’s 11 Ways to Use LinkedIn:
    1. Increase your visibility
    2. Improve your connectability
    Improve your Google PageRank
    4. Enhance your search engine results
    5. Perform blind, “reverse,” and company reference checks
    6. Increase the relevancy of your job search
    7. Make your interview go smoother
    8. Gauge the health of a company
    9. Gauge the health of an industry
    10. Track startups.
    11. Ask for advice. (LinkedIn Answers)
    Source: http://blog.guykawasaki.com/2007/01/ten_ways_to_use.html
    157
  • VOIP-Podcasting-Webinars
    VOIP
    Podcasting
    Webinars
    Go To Meeting (https://www1.gotomeeting.com)
    WebEx (www.webex.com)
    Live Meeting (http://office.microsoft.com/en-au/live-meeting/)
    Great Web Meetings (www.greatwebmeetings.com)
    Acrobat Connect Professional/Personal Web Conferencing (www.adobe.com/products/acrobatconnect/)
    158
  • On demand Webinar - Zipcast™ (Slideshare)
    Competes with GoToMeeting and Webex
    Meeting on the go
    Adds social to invite friends on Facebook and Twitter including chat postings on Facebook
    Hosts a meeting in less than 30 seconds
    Click Zipcast on any slideshare presentation
    Select Public or Private
    Start Zipcast & enable live video
    Cons – can’t record, schedule, register or take payments
    159
  • Agenda – SMMP (stage 1)
    Marketing transition
    8s framework
    The beginning of social search
    Tools and tactics of SMMP
    Facebook fan marketing
    Twitter and implications for real time marketing
    B2B Social Networking
    Best Practices in Social Media
    Social Graph
    Social Relationship Management
    Industry Adoption & ROI
    Future implications and where will the jobs come from ?
    160
  • Best Practices
    Add “Share This” widgets to your website
    Create your own widgets visitors can
    share on own sites and pages
    Share the content of others
    Share your own content across platforms
    161
    Sharing
    Blogging
    • Pick an interesting voice
    • Maximize outbound links
    • Set outbound links to be opened in a new window
    • Invite and encourage conversation
    Facebook
    Twitter
    70 – 20 – 10 Engagement Model (Angela Maiers)
    70% - Sharing others voices, opinions, and tools
    20% - Responding, connecting, collaboration,
    and co-creating with like-minded Twitter colleagues
    10% - Promoting and/or chit-chatting
    Profiles are for People
    Get a Page, Get Some Fans
    Use Groups for collaboration
    Use Events to Generate Attendance
    YouTube
    RSS
    Create a channel
    Tag your videos with keywords
    Embed videos in your blog and website
    Engage commentators
    Make sure content has an RSS feed
    Share RSS feed with site visitors, social network friends
    Use RSS feeds to help streamline social media workflow
  • Agenda – SMMP (stage 1)
    Marketing transition
    8s framework
    The beginning of social search
    Tools and tactics of SMMP
    Facebook fan marketing
    Twitter and implications for real time marketing
    B2B Social Networking
    Best Practices in Social Media
    Social Graph
    Social Relationship Management
    Industry Adoption & ROI
    Future implications and where will the jobs come from ?
    162
  • A New Way of Marketing ?
    Social Network
    Marketing
    1:1
    Marketing
    ‘All Customers
    in a network
    interrelated’
    Segment
    Marketing
    ‘All Customers are different’
    ‘All Customers
    in a segment
    the same’
    Shotgun
    Marketing
    ‘All Customers
    the same’
    163
  • Giant Global Graph
    'll be thinking in the graph.
    My flights.
    My friends.
    Things in my life.
    My breakfast.
    What was that? Oh, yogurt, granola, nuts, and fresh fruit, since you ask.
    Submitted by timbl on Wed, 2007-11-21
    http://dig.csail.mit.edu/breadcrumbs/node/215
    164
  • Social Network Representation
    Primary focus is actors & relationships # actors & attributes
    Nodes (Actors) connected by Links (Ties/relationship or edge)
    Links represent flows or transfer
    material goods or information
    Adjacency list
    1: 2
    2: 1, 3
    3: 2
    1
    Graph or
    sociogram
    2
    3
    Adjacency matrix
    1 2 3
    0 1 0
    1 0 1
    0 1 0
    1
    2
    3
    Relationship
    Actors
    1 = presence of link
    0 = no direct link
    165
  • 166
  • 167
  • 168
  • Key Network Measures
    Degree Centrality
    Betweenness Centrality
    Closeness Centrality
    Eigenvector Centrality
    Diana’s
    Clique
    krackkite.##h (modified labels)
    Connector
    (hub)
    Vendor
    Contractor ?
    Broker
    Boundary spanners
    170
  • NodeXL - Excel 2007 template for viewing and analyzing network graphs
    www.codeplex.com/NodeXL
    171
  • Agenda – SMMP (stage 1)
    Marketing transition
    8s framework
    The beginning of social search
    Tools and tactics of SMMP
    Facebook fan marketing
    Twitter and implications for real time marketing
    B2B Social Networking
    Best Practices in Social Media
    Social Graph
    Social Relationship Management
    Industry Adoption & ROI
    Future implications and where will the jobs come from ?
    172
  • The benefits of a house (“own”) COMMUNITY
    Social commerce
    Donations, gifts, e-coupons…
    Brand equity
    build enduring and intimate brand relationships in Australia
    and globally
    Research &
    Development
    generate ideas, develop insights, test strategies
    Knowledge management
    generate, aggregate, disseminate organisational knowledge
    173
  • your community
    Building your community
    Integration with industry specific platforms
    Integration with social media platforms
    Leveraging existing offline channels
    SEO, SEM & SMO
    174
  • How to Commence
    Identify where social network data and content can/should be integrated e.g. Web site
    Leverage existing identity and social graphs where your audience hangs, e.g. Facebook Connect
    Privacy and permission policies and processes aligned with an open strategy
    175
  • OrganisationalView
    Identify key influencers
    Maximise budgets
    Precision targeting
    Morph “CRM” to “SRM”
    176
  • Social CRM
    Social Networking Platforms And Online Group Services
    Member profiles
    Blog: Collaborative blog
    Forum discussion
    Shared calendar
    Photo galleries
    Video
    Gartner Magic Quadrant for Social CRM
    (June 2010)
    nouhailler.wordpress.com/2010/10/15/social-networking-platforms-and-online-group-services/
    177
  • 178
  • 179
  • Free Open Source Social Network Engines
    Elgg Open Source – www.elgg.org
    • open source is often difficult to set up (pretty normal for free)
    • Elgg is an open source social networking platform
    • Plugin-in based widgets and additions
    • No coding required if you don’t want to
    • Coding possible if you want to
    • some LAMP knowledge required
    • Profiles, Activity streams, (micro) Blogging, Groups &
    Discussions, Pages, Photo & Video Gallery…
    180
  • What you will Get
    Your Own Social Networking Site
    installed on your own servers on your own network for just your own employees and business partners
    Tools
    Enabling employees to connect amongst each other in geographic location
    share and collaborate within company
    communicate externally with B2B partners
    Profiles, Activity Streams, Conversations, Blogging, Social Bookmarking
    Social Focus
    Rich profiles foster teamwork and build relationships that span boundaries such as the location, department and job functions.
    Expert location allows the ability to identify key people who have specific knowledge or strategic business relationships, both internally and externally
    Allows potential recruits to create profiles and upload references ready for HR or employment beyond face to face meetings
    Real-time updates
    on site
    groups
    channel activity e.g. a channel can be set up for the SchweizerBundesfeier / Fête nationale Suisse for all parties needing to be informed of special activities e.g. availability of specially baked bread for employees and customers or for key executives to provide inputs for strategic plans
    Real-time microblogging style conversations with Twitter interactions permissible
    181
  • Groups
    182
    Microblogging
    Real-time updates :on site, groups and channel activity.
    Rich, informative profiles for employees, managers and partners
  • Existing Elgg Implementations
    Government
    * The Executive Lounge
    * Hedgehogs.net
    * Hill and Knowlton
    * Institute of Executive Coaching
    * Interactive Games & Entertainment Association
    * Live Out There
    * UnltdWorld
    * Wiley Publishing
    * Oxfam
    * Royal College of British Architects
    * Australian Government
    * British Government
    * Federal Canadian Government
    * MITRE
    * New Zealand Ministry of Education
    * State of Ohio, USA
    * The World Bank
    * UNESCO
    * United Nations Development Programme
    * Canadian Employment and Immigration Union
    * Tides Canada
    Businesses
    183
  • Launching a Social Network Service
    What is your social object ? Define your vocabulary
    Mobile
    Photos, Videos, Latest Activity, Members, and Events
    Keywords for discoverability
    Welcome centre
    FAQs
    Moderation e.g. suspend members, own user moderation
    Kick start with champions/evangelists/passionates
    Latest activity
    Giveaways e.g. book from authors/guest visiting library
    Monitor registrations
    Members/volunteers as moderators
    Link to main web site
    Promote content via email, Twitter & Facebook
    Share content on Facebook
    184
  • Mobile Site Auditor (Beta)
    Go to: po2.co/msa
    Enter email & URL
    Analyze 100 pages
    Optimize conversion
    185
  • 186
  • 187
  • Tools for Lead Generation
    Facebook, Twitter and LinkedIn
    Google Alerts and Twitter Alerts reasons to create conversations
    SocialToo tracks new and lost followers.
    GeoChirp is focus on a specific geography
    TubeMogulspread the word with video
    Twellow finds people
    Sproutsocial manages social interactions
    188
  • Agenda – SMMP (stage 1)
    Marketing transition
    8s framework
    The beginning of social search
    Tools and tactics of SMMP
    Facebook fan marketing
    Twitter and implications for real time marketing
    B2B Social Networking
    Best Practices in Social Media
    Social Graph
    Social Relationship Management
    Industry Adoption & ROI
    Future implications and where will the jobs come from ?
    189
  • A Tale of Two Business Models for Dating
    190
  • Show me the money!
    Wallflowers (low – or no - engagement in 6 or less channels)
    Selectives(high engagement in 6 or fewer channels)
    Butterflies (low engagement in 7 or more channels
    Mavens (high engagement in 7 or more channels)
    *Source: Engagement db.com July 2009
    Prepared by Wetpaint and Altimeter
    191
  • Dell
    Joined Twitter in 2007
    Has achieved over US$3 million in sales from Twitter followers
    Multiple accounts
    Offer special deals with links
    Tracks conversions with proprietary software
    192
  • Measuring the ROI of Social Media
    In Social Media, several metrics that can be taken into account:
    Attention (=traffic)
    Participation (=comments, ratings, etc.)
    Authority (=Technorati rating, inbound links, trackbacks)
    Influence (=subscribers, fans, followers)
    Sentiment (=largely immeasurable)
    193
  • Potential Goals & Measures
    194
  • Measuring Tips
    Use URL shorteners like http://bit.ly
    These services track the number of clicks.
    If you post a link on multiple social media sites, associate a unique short URL with each site. This can help you to determine variances in your community members across sites.
    Get addicted to Google Analytics
    Tracks top referral sites – including social media
    Number of unique visits
    Average amount of time per visit
    Bounce Rate
    Can help you develop metric benchmarks for envisioning success
    195
  • Metrics
    196
  • Agenda – SMMP (stage 1)
    Marketing transition
    8s framework
    The beginning of social search
    Tools and tactics of SMMP
    Facebook fan marketing
    Twitter and implications for real time marketing
    B2B Social Networking
    Best Practices in Social Media
    Social Graph
    Social Relationship Management
    Industry Adoption & ROI
    Future implications and where will the jobs come from ?
    197
  • Social Media Development
    2009
    2011
    2010
    Adapted from Altimeter Group
    198
  • Livestation
    TV 3.0
    All your channels in one place
    Surf and email while you watch
    Instant, live chat with others watching Livestation
    Desktop alerts bring you breaking news and Livestation updates
    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.
    Share with friends.
    Boxee makes it easy for friends to share their favorite movies, TV Shows, and songs with each other, on Boxee or on social networks like Facebook and Twitter.
  • Using Geolocation in Marketing
    Geolocation built into strategy – Nike+
    Clear reason to share personal information
    Offer rewards for check-in to location services from social network
    Use social network geographic data to drive location interaction
    Most important factor is social engagement to connect with people or find places liked by people they trust
    Taplisterconnects beer aficionados with geolocation information about taps
    40 million + people check in using geolocation
    Lost in Geolocation
    Why Consumers Haven’t Bought It and How Marketers Can Fix It
    by Will Reese and Jamie Beckland
    Mobile Marketing Report: Spring 2011
    200
  • Foursquare
    41% of traffic came from Facebook and Twitter (users share)
    Foursquare announced 275,00 check-ins in one March day (2010)
    UTS Library Kuring-gai (Lindfield, NSW, Australia)
    “A free USB car charger for whoever is the Mayor of UTS Library Kuring-gai on the 6th of December! To claim your prize come to the research help desk!”
    Checkout offers http://foursquare.com/businesses/
    Venue ownerchecks real time stats
    Recentvisitors, frequent, time of check in gender, broadcast to Fb and Twitter
    * Stats from Hitwise
    201
  • Social Strategy: How do we do it?
    Strategy, Management, Resources
    202
  • 0.1
    0.003
    0
    5
    0.2
    1
    95
    99.8
    99
    203
  • Levels of User Engagement
    Curators
    Moderate a forum Edit a wiki
    204
  • Community Manager
    Serve customers through listening and responding to needs vs marketing or advertising.
     
    Focus on launching and growing the community through:
     
     
    Invite creators and influencers to become charter members of the community
     
    Create evangelists through providing exclusive access to new information,
    attendance at pre-launch party and have them provide feedback for future initiatives
    Start community with conversations and have community manager encourage sharing
    stories of problems, overcoming issues and successes
     
    Ensure community can be readily found with links from web sites, blogs
    and other popular social media.
     
    Accelerate community adoption through existing marketing efforts including
    emails newsletters and create a sense of urgency.
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  • Curator
    Hearts, Keys and Puppetry – Twitter Fairy Tale
    Neil Gaiman fantasy Writer
    124 Contributors over 8 days
    10,000 tweets  874 via editorial curation
    Marie Lenatupot and Tim Stock, What's next for segmentation? Admap Magazine, Feb 2010
    206
  • 207
  • Social Media Planning
    A. Assess Your Online Inventory
    • Web site and microsites
    • Video and audio podcasts
    • Photography
    • Press coverage
    • Communities
    • Blogs (company and external)
    • Microblogging (Twitter)
    • External wikis
    • Communities
    • Social Networks
    • Existing policies
    B. Review Business Strategy
    • Goals
    • Culture
    • Plan for stakeholder/executive buy-in
    • Upcoming initiatives/campaigns
    C. Audit Audiences*
    • Investors
    • Board members
    • Analysts and other pundits
    • Employees
    • Customers
    D. Develop Plan
    • Goals
    • Objectives
    • Focus Areas
    • Strategies
    • Tactics
    • Timing / Owners / Milestones
    • Metrics
    E. Policy Development
    • Blogging & microblogging
    F. Bootcamp
    • Best practices overview
    • Policy overview
    • Tools training
    • Blog platform (as needed)
    • Twitter
    • Other tools as appropriate
    Deliverables
    • Approved Plan w/ Metrics
    • Scope of Work
    • Budget
    • Social media policies
    • Bootcamp
    208
  • Social Media Engagement
    A. Listening
    • Blog monitoring
    • Microblogs (Twitter, etc) monitoring
    • Digital news media
    B. Engagement
    Blog planning
    • Design and layout
    • Banner design
    • Content recommendations/editorial calendar
    • Coaching bloggers
    • Ongoing blog counsel
    Community Development
    • Design and build communities
    • Best practices for engagement
    • Monitor
    • Identify opportunities
    Microblogging (Twitter, etc)
    • Best practices
    • Flagging issues for response
    Social Networks
    • Facebook
    • LinkedIn
    Multimedia
    • Video (scripting, production, editing, using our in-house studio)
    • Podcast series (video or audio)
    Social Media Relations
    • Strategy and best practices
    • Outreach/Introductions
    • Social media releases
    • SEO counsel
    Events “In Real Life”
    • Content development
    • Recruit panelists/speakers
    • Plan
    • Logistics
    • Campaign design
    • Social media best practices
    • Followup
    Tool Recommendation
    • Recommendations based on interest, adoption, quality
    Deliverables*
    • Blog design/layout
    • Community development
    • Social Network app dev
    • Video development
    • Event development
    • Social release development
    • Coaching and counsel
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  • Social Media Optimization
    Measure
    Blogs
    • Traffic
    • Post frequency
    • Comment traffic
    • Links/Trackbacks
    • Technorati/Alexa/Other
    • Anecdotal
    • Awards
    Microblogs
    • # Microbloggers (participation)
    • # of followers (impact)
    • # Quality of followers (reputation)
    • # Updates (Presence)
    Media metrics
    • Share of voice/over time
    • Volume
    • Message penetration
    Performance against deliverables
    • Met/unmet
    • Trends
    • Conclusions
    Tune
    • Revise plan
    • Reset metrics
    Toolkit
    • Radian6
    • Factiva
    • Backtype
    • Twitter, Tweetdeck, Twhirl, etc.
    • BudUrl, Tweetstats, Grader, etc
    • Google Blog Search & Analytics
    • RSS
    Deliverables
    • Performance against metrics
    • Custom Analysis
    210
  • Caution!
    “Children never put off till tomorrow what will keep them from going to bed tonight”
    ADVERTISING AGE
    211