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
Combine traditional and social data to create a Social CRM Build social fields into customer contact informationTrack social media interactions with customers.Understand where customers hang with social media dataCollect customer feedback from social channels.
McLuhan notesThe content of any new medium is some older medium. “The content of the telegraph is print, and the content of print is writing. The content of writing is speech, and the content of speech is thought (McLuhan 1964, 8).“No medium has its meaning or existence alone, but only in constant interplay with other media.”Understanding Media, p. l26The medium is the message.The medium determines the content of communication.The medium is the massage.The medium has the power to manipulate our perceptions of the world.The medium is the mass-age.Mass communication has become the dominant form of interaction.Some examples of how messages are crafted to conform to the medium.Film and TV action/violence.Windows interface and “multitasking.”The e-book.
Flirtomatic example whereby unstructured feedback provides deeper insightWe canmanageme and analyse of customer data from social sourcesto activate and reinvigorate marketing activitiesContextual insights – are conclusions from data coinciding with a deep understanding of the businessStatisticalinsights - Hypotheses about customers and the business based on analysis of large volumes of data
Penalty notices under “about us” !SUMO SALAD MLC CENTRE - Fail to display potentially hazardous food under temperature control - wraps displayed at 11.2C, tuna at 14C, lamb at 17.2CM & X BUTCHERY) SHOP TG5 PRINCE CENTRE 8 QUAY STREET HAYMARKET 2000 – Fail to hold the required licence to carry on a food business or activity - operating retail meat premises without a licenceFail to comply with the requirements of a food safety scheme - did not protect food from contamination, meat stored outside in unprotected unrefrigerated areaOpinions about a particular hospital or other health service : 18486The site began in 2005 and is funded by hospitals who subscribe to access the information and analyses of the data.
This is transforming our behavior from the active, "seek, search, consume" paradigm to the more passive, stream-styled model of consumption. Jason Shellen, CEO of Thing Labs, points out that the move is from explicit activities on the web (search) to implicit information consumption via the activity streams.
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
Cognitive Transformation Theory (Klein)
Sharing and bartering of goods and services onlineAirbnbZipcartarnsportation serviceAdoption specific web-sharing categories:Home/place sharingCar sharingParking sharingClothes sharingLand/garden sharingTools/equipment sharingOffice-space sharing
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 opportunityPeer reviews / ratingsPrice comparisonsProduct information Recommendations
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 scalePaper liTwitter & Facebook Aggregator Decent User Interface Easy & Free Curation More Features NeededFlipboardMaster 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
Mutliple screensSocial results in interactive channel Extend compliment tv video Concurrent synchronised social conversations
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.
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
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.
Social Media Marketing Practice suresh "frequent reader" GreatMystery14 Suresh S. soody soody www.facebook.com/sureshsood ssood Hero5! twitter.com/soodywww.bravenewtalent.com/talent/suresh_sood www.linkedin.com/in/sureshsood scuzzy55 Geektoid Mangala firstname.lastname@example.org http://www.slideshare.net/ssood/SMMP12
…Blogs are like conversations with friends. You share what you feeland what excites you about certain things. Its almost as good asbeing there. The fact that others can Google your topic and read islike tuning into a television station. We all want to know whats out there. Whos doing what,shopping where and what products help others. Blogs are justanother way to share all the great things, not so great things andjust a part of who we are. An outlet if you will. The blogispherecommunity is all connect and we make contacts in many ways.Through posts, through twitter conversations, through smaller nitcommunitys, live web casts, and through conferences that we metin person. We make many friends and help each other with lot oftopics. Many of us are Mom bloggers who stay at home and haveno way of making new friends or communicating with others untilwe found blogging. Blogging creates friendships and thats whatmakes us real and connected. 40 year old Mom blogger “nightowlmama” (#260) 5
Theory and Research on Consumers‘ Reports of Interactions with Brands and Experiencing Primal Forces, Suresh Sood, 2010 6
Agenda – SMMP (stage 1)1. Marketing transition2. 7S framework3. The beginning of social search4. Tools and tactics of SMMP5. Facebook fan marketing6. Twitter and implications for real time marketing7. B2B Social Networking8. Best Practices in Social Media9. Social Graph10. Social Relationship Management11. Industry Adoption & ROI12. Future implications and where will the jobs come from ? 7
IP TV & Mobile - 2014 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. Gross transaction value of mobile payments in Asia Pacific to rise to $316 billion in 2014. According to forecasts, the combined global market for mobile payments is expected to exceed US$1 trillion by 2014, with over one billion users in that year.Share with friends. Boxee makes it easy for friends to share their favoritemovies, TV Shows, and songs with each other, on Boxee or on socialnetworks like Facebook and Twitter.
Detecting flu trends using search engine query data (intentionality) 9
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/ 10
―…According to the spreading activation model of Collins and Loftus (1975), the concepts (or brands in this case) are represented in memory as nodes…‖―Most of what we know we don‘t know we know. It usually seems that weconsciously will our actions, but this is an illusion‖ (Wenger, Daniel 2002) 11
Spreading Activation of “Sporty” Car BMW VW R32 135i Germanfun to drive impressive Sporty all-wheel acceleration drive Cars excellent Subaru handling Chevy Impreza Cobalt SS WRX Baumgartner, H (2011)
Archetypes, Story Gists, and Brand Examples Archetype Story Gist Brand Examples (not from consumer perspective)Ultimate Strength When an obstacle is there, it must be overcome, Timex— “It takes a licking and keeps ticking. strength must be proven in use.The Siren Power of attraction, linked with the possibility of Allure by Chanel; Envy by Gucci destructionThe Hero Fortitude, courage, and victory; a journey and Michael Jordan and Nike shoes; Joe DiMaggio transformation and Mr. Coffee; Power Puff Girls; Forrest GumpThe Anti-Hero Universal message of destruction and attraction Heavy metal icons; Howard Stern; Jerry Springer; of evil; the bad dude Oakland Raiders; Che Guevara; Harley-DavidsonThe Creator Creative inspiration and the potency of Coca Cola—the real thing; Walt Disney; Kleenex imagination; originality; authenticThe Change Master Transformation, self-improvement and self- Curves—workout stores for women; Gillette’s mastery Mach 2 Razor; Porsche 911The Powerbroker Authority, influence and domination—the world’s CNN; E.F. Hutton; Bill Gates; Microsoft leading -….; the best …; number oneThe Wise Old Man Experience, advice and heritage; staying the test Levi’s; Obi-Wan Kenobi of timeThe Loyalist Trust, loyalty and reassurance Coca Cola and “Mean” Joe Green with boy of 12 TV commercial; I Love Lucy; Friends TV sitcomThe Mother of Goodness Purity, nourishment, and motherly warmth Just Juice; Ivory Soap; Tropicana Orange Juice; Aunt Jemima; Fairy Godmother; Witch of the East; Snow WhiteThe Little Trickster Humor, non-conformity, and the element of Dennis the Menace; Bart Simpson; Pee-Wee’s Big surprise Adventure; SpongeBob SquarePantsThe Enigma Mystery, suspense, and uncertainty Zorro; Abercrombie and Fitch; Star Trek Source: Developed in part from several chapters in Weretime (2002).
3 6 A £ 1000 £ 150 2 4 5 7 Textualizing the Contexts 1. Pollee shopping in store at Beauchamp Place and1 spots a Versace coat on sale for very low price that she is able to try-on because no anti-theft device 8 is attached to the coat; Versace’s image sits on top of Pollee’s head. 2. After buying coat, Pollee goes to Rigby & Peller and buys luxury-sexy lingerie. 3. Pollee calls boyfriend and buys takeaway food to 9 take to his place. 4. Pollee stops at loo and transforms in to a Siren by… 5. Taking-off dress and wearing only coat with lingerie to surprise boyfriend. 6. Pollee talks to boyfriend on cell phone. 7. Police stop Pollee for talking on cell while driving. 8. Pollee explains wearing coat in summer by telling officer that she is traveling to a vicars and tarts party. 9. Pollee arrives home to see her boyfriend watching football on TV; takes off coat, shows him her transformation; they embrace and have sex. Textualizing the Visual Contexts of Pollee’s Shopping, Buying, and Using Versace Cashmere Coat/Lingerie Source: Original visual structure that follows from Figure 3 template in Woodside, Sood, and Miller (2008)
D + Story enactment, gist, that follows Siren plot and consumer-brand unconscious/conscious interactions Stage 5 Stage 4 B Stage 6 C Line of consciousness / unconsciousness Stage 3 A Brand, visual message, and Stage 1 mono-scenic story Stage 2 portrayalConsumer, Pollee, with unconscious/conscious desire to enact archetype Archetype: Siren Brand and Consumer Interacting in Storytelling Production of Siren Archetype Source: Original visual structure that follows from Figure 3 template in Woodside, Sood, and Miller (2008)
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 16
The Content is the AudienceIn 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 inMcLuhan‘s time incorporated a one-to-many broadcast model, he understood thatultimately it was still up to each audience member to control their intake of thatmedia, 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. Thecontent of social environments is the same as the content of a house party, or acoffee 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 inyour 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/ 17
2011 Australian Social Media Data 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 siteSource: Burson-Marsteller Asia-Pacific Source: NielsenSocial Media #Infographics H1 2011 State of the online market: evolution or revolution?August 2011 March 2011 18
Australian Facebook Demographics (Source:socialbakers.com) 19
Collision of Marketing, Customer Service and PR“United Breaks Guitars” “They Shake me” 21
The Future of Customer SupportSupport is not only a major marketing butcompany assetTeaches us how to deal with ―messiness‖Gems in unstructured user generated contentFacilitate customers to self-support each otherProvides immediate feedback to productdevelopment 22
Relationships Matter“For the public, being able to reach someone who listens toyou and treats your ideas and questions respectfully isanother important dimension of accountability. Based onwhat we learned in these focus groups, this humanconnection is generally more meaningful to people thanaccountability measures like performance indicators andprogress on benchmarks. For most people, not being ableto talk to someone is a signal that the institution doesn’tgenuinely care about the public”. “How An Overreliance On Accountability Could Undermine The Publics Confidence In Schools, Business, Government, And More”, A Report from Public Agenda and the Kettering Foundation,2011
WHAT DO CUSTOMERS WANT ? A Relationship Accessibility Promptness Follow Up Responsiveness Promises Kept No Surprises Knowledgeable People Kept Informed Do It Right First TimeSource : Ray Kurdupleski, (ex-AT&T) & Universal Card Services case study, Bradley T Gale, “Competing on Value” 24
Engaged Citizen looking for new ways to connect with Council 27
Challenge Today : Moving from Transactions Alone to RelationshipsCurrent State Future State= Transactions = Citizen Engagement (relationships)We do this stuff well e.g.Fines, Service Fees … We don‘t do this really e.g. User generated content, ratings, reviews, 1:1 dialogue 28
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/) facilitatingdialogue between patients in the United Kingdom and theNational Health Service Toronto, MyBikeLane (toronto.mybikelane.com/) reporting bike lane violations in Toronto. Little Bee is top offender. So far, zero violations at 29 http://sydney.mybikelane.com/
Communities and Networks – New Models & New Practices
Social Trash Cans, City of Lucern (Switzerland)Source: Neue Luzerner Zeitung Online, 11. Mai 2011 31
The Marketing Opportunity: A Social Media Marketing ChallengeLow engagement consumer interaction (click on content : limited effort & no content generation )BookmarkingClicking a link to share info or start a discussion threadVideo or photo viewingRate a serviceTouch someone, teleport or gesture via avatar in Second Life (SL) virtual tourist locationMicroblogging (Twitter) – 140 characters SMS (excludes Australia)Commenting on a blog entryWrite a reviewCreate a video blog entry/vlogBuild a city in SL, allow avatars to vote on favorite monuments or learn a languageHigh engagement consumer interaction ( effort spent on content creation e.g. video &create artifact ) Level of Engagement Brand Signal Brand Equity 32
March 2011 “Online Australians Shift To Social Networks” Most Online Australian Adults Use Social Media Regularly Increasing socialmedia engagement 33
Social Media Change• Align with company strategy• Encapsulate company strategy as keywords• Social media policy or guidelines and implementation• Prioritise internal changes with potential across entire company• Listen to competitors and customers to identify change 34
Social Operating Strategy # Social Media Policy• Policy is good substitute when you do not have purpose• Why should anyone buy our products or services?• Outline what works and why different from traditional marketing• Provide associates with ideas for conversations• Just one voice or everyone ?• Consistent voice talking to a single customer• Best practice rules of engagement: http://www.intel.com/content/www/us/en/legal/intel-social-media-guidelines.html 35
A Fluid Social Infrastructure+ve• Enhance customer experience• Provision of functionality very fast• Enhance customer feedback-ve• Benefits outweigh risks• 3rd party controls SLA• Mitigate risk on customer experience http://proxy.wup.giove.isti.cnr.it/https/dev.twitter.com/status
Agenda – SMMP (stage 1)1. Marketing transition2. 7S framework3. The beginning of social search4. Tools and tactics of SMMP5. Facebook fan marketing6. Twitter and implications for real time marketing7. B2B Social Networking8. Best Practices in Social Media9. Social Graph10. Social Relationship Management11. Industry Adoption & ROI12. Future implications and where will the jobs come from ? 37
7 S’s of Social Media Marketing Practice 1. Social Graph6. Service Dominant 2. Story Feed (Stream) & Sharing Stories 7. Social Commerce 5. Social 3. Social Gesture(being vs having) 4. Social Object 38
“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.com update 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 39
Facebook Object Types for Social GraphActivities Businesses Groups Organizations People Places Products and EntertainmentActivity Bar Cause Band Actor City AlbumSport Company Sports_league Government Athlete Country Book Cafe Sports_team Non_profit Director Landmark Drink Hotel School Musician State_province Food Restaurant University Politician Game Public_figure Product Song Movie Tv_showWebsites UPC/ISBN Other latitude longitude Contact Info :Blog UPC code Other street-address location locality emailWebsite ISBN number region phone_number postal-code fax_numberArticle country-name 40
Giant Global GraphIll be thinking in the graph. The ABC as Social GraphMy flights.My friends. Topics EventsThings in my life.My breakfast. Music ProgrammesWhat was that? Oh, yogurt, granola, nuts, and fresh fruit, since you ask. Users GardeningSubmitted by timbl on Wed, 2007-11-21http://dig.csail.mit.edu/breadcrumbs/node/215 News Food Facebook Social Graph 41
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, comments have 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 42
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 tonavigate a social net. (The News Feed - A Powerful UI Innovation, Fred Wilson, December 10,2007)Today were ready to declare The Newsfeed the dominant internetmetaphor of the day; the cascading waterfall of updates from your friends,with comments swirling even around those - that model is everywherenow!(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 networkenvironment is described. The method includes generating newsitems regarding activities associated with a user of a social networkenvironment and attaching an informational link associated with atleast one of the activities, to at least one of the news items, as wellas limiting access to the news items to a predetermined set ofviewers and assigning an order to the news items. The methodfurther may further include displaying the news items in theassigned order to at least one viewing user of the predeterminedset of viewers and dynamically limiting the number of news itemsdisplayed. (US Patent 20080040673, Zuckerberg et al.) 43
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 Serkans 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 "[", "]", "|") 44 – Example: "Comment - Share - Join Cause"
Sharing StoriesWhat happens when you tell stories? Two magical things: Youbuild trust with other people in your network, and from there youbuild empathy…is when you share the emotions that other peoplehave and express. It‘s a powerful, deeply primal experience.ShareThis! Deanna Zandt, Berrett-Koehler Publishers, 2010 45
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 47
Social Gesture• @ • Like (Facebook)• Block • Share• Bookmark • Pokes• Check-in (Foursquare) • Retweet• Comments • Reblog• #tags • Status update• (Un)Follow • (Un)Subscribe 50
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 51
Social Psychology1. Reciprocity: we want to repay, in kind, what another person has provided us2. Consistency: desire to be (and to appear) consistent with what we have already done3. Social proof: to determine what is correct find out what other people think is correct4. Authority: deep-seated sense of duty to authority5. Likeability: we say yes to someone we like6. Scarcity: limitation enhances desirability Robert B. Cialdini, Influence: The Psychology of Persuasion (revised; New York: Quill, 1993) 52
Social Media Marketing and Principles of Influence (adapted from the blog of Mischa Coster)• 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 53
Social Media Marketing and Principles of Influence (adapted from blog of Mischa Coster)• 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 • Characterise in 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 54
Social Proof (or validation) and Social Media Marketing Consumer seeks external cues• 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 55
Social Objects―Social Networks form around Social Objects**, not the other way around‖. (** Term attributed to Jyri Engstrom) MacLeod Hugh (2008) GapingVoid.com 56
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 62
Purpose Motive Linux-Apache-WikipediaDrive #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’reengaging and because they’re the right things to do and because theycontribute to the world. (!!!)“Our Third Drive, intrinsic motivation, is the most powerful.” Drive: The Surprising Truth About What Motivates Us, Daniel Pink, Riverhead 2009 63
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 theworld 65
• 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 69
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/ 70
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 theleast purchase intent of the 7 ad types tested.Corporate Profiles on social-networking sites produced greater purchase intentand more recommendations when users could become a fan and add the logoto 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 itfor themselves (―get‖ widget) were more engaging than traditional banneradvertisements but no more likely to produce an intent to purchase.Above conclusions held across brands (a leading soup brand and a leading carbrand) and publishers (on Allrecipes.com and on Facebook.com), but liketraditional ads, widgets had increased success if the brand was relevant tothe website (i.e a soup brand on a cooking website). 71
Social (Local) Promotions & Online Group Buying Using Viral• Scoopon (sister site catch of the day) 80% of Australian Group Buying• Spreets (Yahoo!7) revenue:• Cudo (ninemsn/Nine Entertainment Co) 2010 - $63M• Jump on it 2011 - $242M 2014 – $0.5 B• Harvey Norman Big Buys Telsyte research• 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)• Walmart CrowdSavers (Facebook)• Paypal Shoptimist• 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 expectsthat to hit the billions in 2011. 72
How effective are Groupon Promotions for businesses? Study by Utpal M. Dholakia 28/9/ 2010 see 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 – Groupon redeemers are “extremely price sensitive – Bargain hunters frugal by nature – Barely spending beyond a discounted products face value for unprofitable – Transaction focus – Repeat-purchase rates 15% for unprofitable (for profitable 31%)• For sustainability design offers aligning with benefits to business 73
S-Commerce Strategies ACQUISTION RETENTION $$$ GrouponOnline F-commerce ✔ ✔ Amazon Amazon Amazon Physical availabilityOffline See, touch, smell ✔ ✔ Try /use Human interaction ✔ Key opportunities – social selling and social loyalty/retention 74
How Shoppers Make Buying Decisions60% 60% Online reviews more important50% than in-store employees, traditional media, and social40% networking30% 29% 29% 27%20% 24% 23% 21% 19%10% 14% 11% 10% 0 Friends / Online Customer Data on In-store Online In-store Print Customer Customer TV Family professional reviews mfg. sites product reviews employees reviews reviews on reviews (online- displays (store- on blogs, social only based message networksSample Size = 1,000 U.S. consumers retailer retailer boards sites) sites)Source: Cisco IBSG Research & Economics Practice, 2010 75
S-Commerce Category Opportunities1. Recommendations and reviews – Social network – Service /syndication2. Group Buying – Retail or manufacturer site – Social network – Service /syndication3. Communities – Retail or manufacturer site – Social network – Service /syndication 76
The benefits of social media marketing practice brand equity Social ✔ build enduring and intimate brand commerce relationships accountable commercial outcomes Social media marketing knowledge research & management development generate, aggregate, generate ideas, develop insights, disseminate organisational test strategies knowledge 77
Agenda – SMMP (stage 1)1. Marketing transition2. 7S framework3. The beginning of social search4. Tools and tactics of SMMP5. Facebook fan marketing6. Twitter and implications for real time marketing7. B2B Social Networking8. Best Practices in Social Media9. Social Graph10. Social Relationship Management11. Industry Adoption & ROI12. Future implications and where will the jobs come from ? 78
Google, Facebook and Twitter is My Newspaper 79
Social SearchSearch Engines Social Networks indexing and archiving social content in realtime people you know recommended links from Google + posts Semantic related content Zemanta 80
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• 81
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 82
8 Levels of Social Media Analytics8 Levels of Analytics Key Social Media Questions(Davenport)Standard Reports What conversations are taking place?Ad Hoc reports When and where are conversations taking place?Query Drilldown What are the sentiment of conversations?Alerts What actions are required?Statistical Analysis Why are these conversations occurring?Forecasting What if conversations continue?Predictive Modeling What conversations are next?Optimization How can we lead conversations? http://manobyte.com/blog/index.php/2008/11/what-is-social-media-analytics orginally adapted from Davenport T (2007), Competing on Analytics 83
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 hashtags and keywords in Twitter streams• Start immediately (~3 mins) with Netvibes and vocabulary 84
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 85
Brand Equity - Conversational Conversation Gap - Vacation and Paris 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 * Total identified blogs: 99,181,005 @ 18 December, 2008 Paris – Equity Share Analysis of Attributes Equities of a Brand (Stein 2006)Topics being mentioned in conversationsabout a brand with equity sharecorresponding to the frequency at whicheach topic is mentionedSee pp 115-116 Cook, N 2008. Enterprise 2.0Hampshire,England: Gower Publishing * Total identified blogs: 151,048,780 @ 24 November, 2010 87
How Social Media Supports the Myth of Paris Casablanca “Well Always Have Paris” City of love , city of lights,Lamps, Eiffel Tower,france,night, street, notredame, landmarks , museums & bw, church, architecture, galleries, Cafés, coffee, conversations, friendship, toureiffel, city, cathedral,louvre, museum 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
“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 Content1. Audio and video recordings of interviews,roadshows or roundtables for repurposing e.g.podcasts2. Release schedule focusing on key topics affecting customers with a free subscription3. Send out news releases through a keyword-optimized service e.g. PRWeb, eReleases (paid) or PR.com, Clickpress (free)4. Send releases direct to influential bloggers and post on Scribd and FreeIQ5. Post videos of interviews on YouTube and industry specific video portals specific to your industry6. Upload audio & video to microsite relevant podcast directories7. All articles with own HTML pages on microsite8. Each article with social media capabilities, such as letting people add it to Facebook, Digg, or StumbleUpon9. 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)10. RSS feeds available for Web content11. New news releases are for building key links and for helping bloggers and influencers find the site12. Upload articles to key vertical and social bookmarking sites13. If deemed relevant create a Facebook fan page and invite key customers to join the Facebook groupAdapted 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 – CoffeesAndSmooth ies.blogspot.com• Bitemark.com – Conversion rate blog• Mindjet• Pinsent Masons – Outlaw.com 94
Pyramid of Economics of Social Content Original Content = X Original Content + Ratings/Reviews = 2XOriginal 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)1. Marketing transition2. 8s framework3. The beginning of social search4. Tools and tactics of SMMP5. Facebook fan marketing6. Twitter and implications for real time marketing7. B2B Social Networking8. Best Practices in Social Media9. Social Graph10. Social Relationship Management11. Industry Adoption & ROI12. Future implications and where will the jobs come from ? 97
Relationships # Technologies In Saren M. (2006) Marketing Graffati, Butterworth-Heinemann 98
Australian Social NetworkingSource: comScore Media Metrix, November 2010 : Australian Audience 15+ accessing Internet from Home or Work 100
Social Media ConceptsMedia Share Engage RelationshipsFb ✔ ✔Flickr ✔Blogging ✔ ✔Twitter ✔ ✔ ✔ 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, Reddit and 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, givesmembers the option of discussingissues 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 NetworkingTechnology and services creating unique personalprofiles, mapping out relationships, and leveragingconnections to accomplish a task.Key characteristics of Network :•Personal Profile•Visible Relationships•ConnectionsProfiles: The Real Value Of Social Networks by Charlene Li, Forrester, July 2004 104
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 owner checks real time stats – Recent visitors, frequent, time of check in gender, broadcast to Fb and Twitter * Stats from Hitwise 106
Popular Social Networking Sites by CountryChina (420 M) - QQ, Xiaonei (now RenRen), 51, TencentUK - Facebook, Bebo, MySpaceNZ - Facebook, Bebo MySpaceUSA - Facebook, MySpace, TwitterKorea – CyworldJapan – Twitter, Mixi.jp (22 M users at 31/10)Germany - Facebook, StudiVZ, MySpaceThese social networks exclude popular dating sitese.g. Flirtomatic (UK) and loveonline (NZ) 107
• 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 108
TREND Motivation to Blog• The Journal of Advertising Research (Huang et al., Dec 2007) identified five major motivations for a blogger to blog: 1. self-expression 2. life documenting 3. commenting 4. forum participating 5. information searching• The idea of being able to escape the real world• Web-based technologies help to unlock existing human needs 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 17. "I wanted Paige to get a feel Tires day trip to + 19....."I know Paige will for shopping experiences that Monets gardens and treasure the memory of she would not have at home (aka house in Giverny, about this girls trip for many the ubiquitous mall). " 16. "On our trip to Giverny, we met a young an hour outside Paris."+ years to come." 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 3. Paris lamb. We shared two dessert soufflés, one 11.Sites + chocolate and the other cherry/almond. Yum" •The Marais •Notre Dame •LArc de Triomphe - 248 steps up and 248 steps + down... 1.Gayle 15." Michael Osman is an American artists •Champs Elysee living in Paris." •Jacquemart Museum "He supplements his income by being a •Louvre Lite + 2. Paige tour guide." I" found out about him on Fodors" •Musee DOrsay •Les Invalides, Napoleons Tomb and the "So I engaged Michael for two days." Napoleon Museum •Sacre Coeur •Monmartre + 14. "They had decide to come to Paris •Rodin Museum to find the Harley Davidson store so •Pompidou Museum they could buy Harley Paris t-shirts." •Train to Vernon, bike to Giverny with Fat Tire4.”The occasion Bike Tourswas my cousin 5. “I am a Canadian •http://www.fattirebiketoursparis.com/Paige’s 16th” and get by in 13."The father stretched out his cupped •Eiffel Tower French.” hands which held all of the pieces they were able to recover, including the memory stick and he very solemnly said, "El muerto...".6. "All I can say is WOW! We rented a 2 9. "I bought a Paris Pratique pocket-sized book at abedroom, 1 ½ bath apartment (two 12. Unforgettable Memories Metro station. This handy guide has detailed mapsshowers), "Merlot" from ParisPerfect "This trip had so many memories, but here are a few choice of each arrondisement, as well as the metro lines,http://www.parisperfect.com/ and boy was highlights........On our very first night, knowing that the Eiffel the bus lines, the RER and the SCNF (trains). Illit ever perfect! " Tower light show started at 10:00 p.m.... she [Paige] dropped never be without this again." her camera…down 6 flights…we were stunned…Spanish Family below standing below *with pieces of the camera+”7. “We had a full view of the Eiffel from 10."Six months before our trip, I gaveour charming little terrace. ....We were 8. "We were walkable to many good Paige a couple of good guide books onwithin walking distance to two metro bistros, cafes and bakeries and only a Paris and suggested she let me knowstops (Pont dAlma or Ecole Militaire) " few blocks from the wonderful market what her interests were since after all, 111 street Rue Cler." this was to be her trip."
Linguistic Inquiry and Word Count (LIWC) Text Analysis : The Psychological Power of WordsLWIC dimension “I love Paris” Personal texts Formal texts Paige’s StorySelf-references 6.12 11.4 4.2(I, me, my)Social words 10.55 9.5 8.0Positive emotions 3.04 2.7 2.6Negative emotions 0.54 2.6 1.6Overall cognitive words 4.12 7.8 5.4Articles (a, an, the) 7.74 5.0 7.2Big words (> 6 letters) 18.40 13.1 19.6Pennebaker, J. W., Francis ME, Booth RJ. (2001). Linguistic Inquiry and Word Count (LIWC):LIWC2001. Mahwah: Lawrence Erlbaum Associates. 112
Iconic Sites & Scenes from Paris Blog• Eiffel tour night show• The Marais• Notre Dame• LArc de Triomphe - 248 steps up and 248 steps down...• Champs Elysee• Jacquemart Museum• Louvre Lite• Musee DOrsay• Les Invalides, Napoleons 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/ 113
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” 114
Publicity Effectiveness of Blogs versus online MagazinesThe results of the current study clearly show that the publicity effectiveness of blogs is higher than that ofonline magazines. The use of social media requires marketers to take a step back from traditional campaignthinking 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 spectacularadvertising campaigns, press releases, sponsored competitions, and the like. By contrast, for publicity to finda 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, couldprovide marketers with a new kind of far-reaching effective publicity generated by blog producers whosimilarly 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. 115
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 Glimph which automatically captures with every picture you take a video clip. 116
Agenda – SMMP (stage 1)1. Marketing transition2. 7S framework3. The beginning of social search4. Tools and tactics of SMMP5. Facebook fan marketing6. Twitter and implications for real time marketing7. B2B Social Networking8. Best Practices in Social Media9. Social Graph10. Social Relationship Management11. Industry Adoption & ROI12. Future implications and where will the jobs come from ? 122
Australian Facebook Demographics (Source:checkfacebook.com) 123
Facebook PagesWhat would it be like to work with you?News about your businessShare your workShare blog postsSpecials and events only on FacebookUse your own voice. 124
Case Studies - Facebook• Brasnthings• Coldstone Creamery• Del Mar racetrack (California)• Lacta Chocolate (Greece)• Logos Bible Software• SSP (Sydney international airport)• Tommee Tippee Australia• Yellow Convenience store (Israel)• Washington Redskins 125
Like, Comment & ShareThe “Like”, “Comment” and “Share” features on Facebook are three goodways to monitor your posts, but more importantly to help spread the word ofyour events as well as other events that your friends find interesting andrelevant. 1. If you don’t want to leave a comment just click on the “like” button 2. 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 3. If you really like the posting and want all of your friends/fans to know about it click on the “share” button. 126
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 127
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 128
The 12 most annoying types of Facebookers1. The Let-Me-Tell-You-Every-Detail-of-My-Day Bore2. The Self-Promoter3. The Friend-Padder.4. The Town Crier5. TMIer (The Much)6. The Bad Grammarian7. The Sympathy-Baiter.8. The Lurker9. The Crank10. The Paparazzo11. The Obscurist12. The Chronic Inviter 129
Agenda – SMMP (stage 1)1. Marketing transition2. 8s framework3. The beginning of social search4. Tools and tactics of SMMP5. Facebook fan marketing6. Twitter and implications for real time marketing7. B2B Social Networking8. Best Practices in Social Media9. Social Graph10. Social Relationship Management11. Industry Adoption & ROI12. Future implications and where will the jobs come from ? 131
Water Cooler/Ambient Intelligence Microblogging microsharing -> microlearningStatus management without walking around -touching baseChecking the overall state of company or group - awarenessResponse and listening – all optional i.e. a pub/sub modelSpot check all is well or anyone absent or problems ?Adjust accordingly and move onCollaborateShare infoGet to know othersMore awareWhat are you working on ?What is taking up time – ask adviceWhat did you learn ? 132
Adly Influencers via TwitterReach(millions) Influencer10 savvy/active moms Jenny McCarthy, Kourtney Kardashian, Tori Spelling6 passionate sports fans Cristiano Renaldo, Paul Pierce, Nick Swisher12 trend conscious teens Paris Hilton, Kim Kardashian, Lauren Conrad16 teen males 50 Cent, Ryan Sheckler, Ryan Higa.14 women 18-34 Ivanka Trump, Mandy Moore, Serena Williams20 men 18-34 Mark Cuban, Jalen Rose, Michael Ian Black
200K+ clicks20K+ retweets15K+ shares, "Likes" and comments on Facebook
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• Twitters 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 Nov 2011 Twitter sees 250 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 135
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 136
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 137
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 tabEmail notifications turned on, you’ll also get an email message when somebody DMs .DMs don’t appear in either person’s public timeline or in search results. No one but youcan see your DMs.You can send DM only to people who are following you. Conversely, you can receive themonly from people you’re following.You can send DMs from the Direct Messages tab by using the pull-down menu to choose arecipient and then typing in your note. To send a DM from your home page, start yourmessage with “d username,” like this: d Johnny How about next Monday? 138
Finding People to Follow1. 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 interest2. If you find a local Twitter with lots of followers go to their page and click on the pictures on their page of their followers3. www.wefollow.com and “Enter a Tag” to follow the results4. Visit pages of people who follow you and check out their followers to see if you want to follow them 139
First steps• Consider FaceBook or Google + first• Try Twitter or Yammer starting small• Have fun and give them a chance• Add social media to your profile 143
Agenda – SMMP (stage 1)1. Marketing transition2. 7S framework3. The beginning of social search4. Tools and tactics of SMMP5. Facebook fan marketing6. Twitter and implications for real time marketing7. B2B Social Networking8. Best Practices in Social Media9. Social Graph10. Social Relationship Management11. Industry Adoption & ROI12. Future implications and where will the jobs come from ? 144
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 affluent & influential membership.• 6.5 million students and 9 million recent college graduates• More than 2 million companies have LinkedIn Company Pages. 145
• 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 146
Guy Kawasaki’s 11 Ways to Use LinkedIn:1. Increase your visibility2. Improve your connectability3. Improve your Google PageRank4. Enhance your search engine results5. Perform blind, “reverse,” and company reference checks6. Increase the relevancy of your job search7. Make your interview go smoother8. Gauge the health of a company9. Gauge the health of an industry10. Track startups.11. Ask for advice. (LinkedIn Answers)Source: http://blog.guykawasaki.com/2007/01/ten_ways_to_use.html 147
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/) 148
On demand Webinar (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• Schedule or commence Zipcast & enable live video• Cons – no recording, registration or taking payments 149
Agenda – SMMP (stage 1)1. Marketing transition2. 7S framework3. The beginning of social search4. Tools and tactics of SMMP5. Facebook fan marketing6. Twitter and implications for real time marketing7. B2B Social Networking8. Best Practices in Social Media9. Social Graph10. Social Relationship Management11. Industry Adoption & ROI12. Future implications and where will the jobs come from ? 150