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Social Media Mktg Practice V4.5

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  • Dave Caroll couldn’t get United Airlines to give him compensation for the damage to his $3500 guitar – he saw the baggage handlers – and he spend over a year filing complaints and dealing with customer service reps who wouldn’t help him until he got so fed up he wrote a song, “UBG,” and named and shamed the airline by posting it in a YouTube video. The first 24 hours, he got 460 views. Then it went viral. 3M views in 10 days. Now, a month later? Almost 6M. His song became breakout hit, too. He put it up on iTunes for sale and it became the #1 cmdw. As for United Airlines? Well, after the public outcry and the international media attention, they finally listened. They offered him $1200 in vouchers afterwards to cover the cost of the repairs he’d paid out of his own pocket. And…United’s stock price plummeted 10% in the 4 days immediately after he posted the video on YouTube, losing $180M in value for its shareholders. That would have bought…oh, 51K replacement guitars. One negative blog entry or video can “go viral,” creating an overnight PR disaster for your organization – ignore social media at your peril! More people receive their news from social media sites than the New York Times & CNN Social media tools have democratized opinions, given everyone a voice and a channel for grievances - Make your voice heard Airlines scrambling to deal with complaints on Twitter, negative feedback on YouTube
  • The key is to focus on the relationships and connections that are enabled, not the technologies. Think about the kind of relationship that you want. Do you want it to be short term and transaction, or long-term and intimate? To help you think about this, I have a simple idea.
  • Web 1.0 was about transactions and in travel and tourism we do this well - foundation of transactional marketing Web 2.0 is about relationships and we are only at the beginning of relationship marketing in online environments through tourists generating contents and reviews
  • Publishing platforms – Blogs, podcasts (BlogTalk Radio), vlogs, Qik, Flickr, YouTube, Vimeo, etc Social networking sites – Facebook, Twitter, LinkedIn, Google Latitude Democratized content networks – Digg, Kirtsy, Wikipedia, Stumble Upon, Ratings Virtual networks – Second Life, World of Warcraft, Proprietary Information Aggregators – Techmeme, Alltop, etc. Edited social news platforms – Fark, Spin Thicket Content distribution sites (bookmarking) – Delicious, StumbleUpon, Reddit, etc.
  • For most people, social media looks like this. YouTube, facebook, Twitter etc.
  • So what are your target audience doing in Twitter and why should you even care? The reality is that Twitter – like a lot of social media – is where potential customers spread word of mouth. The customer decision process doesn’t happen on your website and increasingly may begin even before a person goes to Google. People ask other people for recommendations. What laptop should I get for my son? But before you start thinking that it is more relevant to tech products than anything else, let’s look what else people are discussing. My dad has given me money to buy a winter wardrobe. Where should I spend it? So there is an opportunity for clothing recommendations. A link recommending a jewellery supplier – not only a recommendation but a direct, impartial and spin-free link. Now that is gold to that business – pardon the pun. But – more importantly, what can be positive can also be negative. Avoid the café in the Lovett Tower in Woden, Canberra. Their coffee is – well, you can see for yourself. We know the old marketing saying that if someone likes your business they’ll tell 3 people. If they have something to complain about, they’ll tell 7. This is extremely true on Twitter – but multiply that by a factor of thousands.
  • So what are your target audience doing in Twitter and why should you even care? The reality is that Twitter – like a lot of social media – is where potential customers spread word of mouth. The customer decision process doesn’t happen on your website and increasingly may begin even before a person goes to Google. People ask other people for recommendations. What laptop should I get for my son? But before you start thinking that it is more relevant to tech products than anything else, let’s look what else people are discussing. My dad has given me money to buy a winter wardrobe. Where should I spend it? So there is an opportunity for clothing recommendations. A link recommending a jewellery supplier – not only a recommendation but a direct, impartial and spin-free link. Now that is gold to that business – pardon the pun. But – more importantly, what can be positive can also be negative. Avoid the café in the Lovett Tower in Woden, Canberra. Their coffee is – well, you can see for yourself. We know the old marketing saying that if someone likes your business they’ll tell 3 people. If they have something to complain about, they’ll tell 7. This is extremely true on Twitter – but multiply that by a factor of thousands.
  • Should you care that Trib doesn’t like the coffee? Can one person’s whinge really make a difference? Well, Trib is followed by over 4,000 people – far more than the 7 people we would normally assume. Trib is a popular and highly influential Twitter user – something he says has a genuine impact. But whether a person has 4000 or 400 followers, the knock on effect is huge. One of those followers can retweet the original tweet, taking it to a further audience. That can be retweeted again. And again. Some messages have been retweeted a number of times, reaching potentially hundreds of thousands of people. Don’t you want that message to be positive? If there are negative messages out there, wouldn’t you want to respond and turn that perception around?
  • I use tweetdeck, 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 “Toastmasters” in their tweet. That way I can see what people are talking about in general. I also connect with other club members, by creating a Tweetdeck group (which shows up in a column) where I manually add my club members.
  • (numbers) denote word frequency
  • NOTE – It’s all the Starbuck’s near Moscone West – so you can perk up after this session…
  • Gmail is already doing this – most contacted in Gmail. Add text – label these people in Gmail Risks: beware hubris that you can MAP your social graph. Primariliy to provide social signs and feedback
  • References: See pp 115-116 Cook, N 2008. Enterprise 2.0 Hampshire,England: Gower Publishing for description and references to both methods Original source material for Rubel: http://www.micropersuasion.com/2005/10/mind_the_conver.html (Steve Rubel’s blog - he works with Edelman Digital. Gary Stein is a former Jupiter analyst and description of his method is adequately covered by Cook’s Enterprise 2.0 text book Ken Miller to add word of mouth reference
  • BlogPulse Stats Total identified blogs: 99,181,005 New blogs in last 24 hours: 185,752 Blog posts indexed in last 24 hours: 881,257
  • A Google Alert is an aggregate of the latest results from multiple sources (news, Web and blogs) into a single e-mail or RSS feed. A Web-based version of a clipping service. Web or RSS feeds are the standard method of distributing dynamic content to subscribers. Dynamic content can include blog posts, newspaper or magazine articles, news releases, audio files and videos. Whenever you see the icon on the right you know you can click to subscribe to the content.
  • Strategy: Personal Connection
  • Emergency notifications Tragedies do happen. Esp. since VATech.Students check their Facebook more often than their school’s e-mail accounts. With tools like Facebook and Twitter, some schools are finding it easier and quicker to spread news during an emergency. Significant cost savings of using Twitter. Swine flu Major Events Live tweets during commencement, conferences, guest speakers - providing a place for the university community to engage and participate in the event as it’s happening. Live streaming video or collecting tweets during an event through a common hashtag Publicizing Good News Highlight their experts and the resources they make available to the public Distributing selected news clips in a way that’s timely but that doesn’t run afoul of copyright rules Repost U. news in MSM and use as a publishing tool in itself to connect directly with their audiences. Campus Figures Busy deans and program directors who don’t have time to keep up a blog but can find time to put out 140 characters every so often
  • DellOutlet is lucrative. Many more millions were made from those that went to buy non-discounted merchandise
  • Like anything else worth doing in your company there needs to be some framework set up that you can manage against. Needs to incorporate department level strategies, Management buy-in and support at all levels and the appropriate resources to make things happen. What I am talking about is not a “let’s set up a corporate blog just because Acme did it”. This is a change in the way that some part or possibly all of your company operates and more importantly communicates. This is an evolution of communications: Pony express / mail, phone, fax, conference calling, videoconferencing, etc

Social Media Mktg Practice V4.5 Social Media Mktg Practice V4.5 Presentation Transcript

  • Social Media Marketing Practice [email_address] Geektoid Mangala www.linkedin.com/in/sureshsood twitter.com/soody www.facebook.com/suresh.sood - ssood www.bravenewtalent.com/talent/suresh_sood Hero5! scuzzy55
  • Agenda
    • Marketing transition ✔
    • Tools and tactics of social media
    • Birth of video analytics
    • Facebook fan marketing
    • Global faces and networked places
    • B2B Social Networking
    • Social Network Analysis
    • Social Dashboards Brand Monitoring & Management
    • Create and Grow Communities using Ning
    • Industry Adoption & ROI
    • Social Networking – Where to next ?
    • Where will the jobs come from ?
  • When consumers and brands talk: Storytelling theory and research in psychology and marketing
    • Arch G. Woodside, Suresh Sood, Kenneth E. Miller ,
    • Psychology & Marketing, Vol. 25(2): 97–145 (February 2008)
    • Storytelling is pervasive through life. Much information is stored, indexed, and retrieved in the
    • form of stories. Although lectures tend to put people to sleep, stories move them to action.
    • People relate to each other in terms of stories—and products and brands often play both
    • central and peripheral roles in their stories. To aid storytelling research in consumer psychology,
    • this article develops a narrative theory that describes how consumers use brands as props or
    • anthropomorphic actors in stories they report about themselves and others. Such drama
    • enactments enable these storytellers to experience powerful myths that reflect psychological
    • archetypes. The article includes findings from case study research that probes propositions of the
    • theory. Implications for consumer psychology and marketing practice follow the discussion of the
    • findings.
    .............”Thus, the structure of a word-of-mouth (WOM) communication is an important indicator of whether the message is a story.” pg 101
  • Social Media Marketing 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
  • “ Online Markets... Networked markets are beginning to self-organize faster than the companies that have traditionally served them. Thanks to the web, markets are becoming better informed, smarter, and more demanding of qualities missing from most business organizations.” The Cluetrain Manifesto: The End of Business as Usual : Rick Levine, Christopher Locke, Doc Searls, David Weinberger; Perseus Books ©2000
  • 1. Markets are conversations. 2. Markets consist of human beings, not demographic sectors. 3. Conversations among human beings sound human. They are conducted in a human voice. 6. The Internet is enabling conversations among human beings that were simply not possible in the era of mass media. 9. These networked conversations are enabling powerful new forms of social organization and knowledge exchange to emerge. 10. As a result, markets are getting smarter, more informed, more organized. Participation in a networked market changes people fundamentally. 25. Companies need to come down from their Ivory Towers and talk to the people with whom they hope to create relationships. 34. To speak with a human voice, companies must share the concerns of their communities. 75. If you want us to talk to you, tell us something. Make it something interesting for a change. 94. To traditional corporations, networked conversations may appear confused, may sound confusing. But we are organizing faster than they are. 95. We have better tools, more new ideas, no rules to slow us down. We are waking up and linking to each other. We are watching. But we are not waiting. 95 Theses of the Cluetrain Manifesto
  • commodities goods services experiences The Experience Economy Pine & Gilmore, 1999
  • The marketing of experiences - San Marco, Venezia Supply of music ! This docket highlights an AUD100 experience sipping coffee, drinking orange juice and mineral water at the height of summer in San Marco Square. Wow what an experience !The music is what makes it.
  • What are experiences ?
    • Your customers need to experience what you are trying to sell them through emotion i.e.
      • Doing, feeling and interacting
    • To provide an experience you need to do something beyond presenting info making the event memorable and personable that engages in a personal way
    • Entertainment is only one aspect of an experience.
  • “ United Breaks Guitars” Collision of Marketing, Customer Service and PR “ They Shake me”
  • Customer Support as Marketing Asset Customers quickly connect to each other, impacting support, marketing, and product development. Support must become a marketing asset.
  • Future Position of Customer Support
    • Beyond Support
    • A Strategic Marketing Asset
    • Influence Product Development
    • Facilitate Customers to Self-Support Each Other
  • WHAT DO CUSTOMERS WANT ?
    • Accessibility
    • Responsiveness
    • Knowledgeable People
    Promptness Promises Kept Kept Informed Follow Up No Surprises Do It Right First Time A Relationship Source : Ray Kurdupleski, (ex-AT&T) & Universal Card Services case study, Bradley T Gale, “Competing on Value”
  • Example: Outside London flat
  • Challenges Connecting with Council
  • Implication: Engaged Citizen looking for new ways to connect with Council
  • Challenge Today : Move from Transactions Alone to Relationships Current State = Transactions We do this stuff well e.g. Fines, Service Fees … Future State = Citizen Engagement (relationships) We don’t do this really e.g. User generated content, ratings, reviews, 1:1 dialogue
  • Move to Citizen Facing & Relationships Food Safety Offences (/www.foodauthority.nsw.gov.au/aboutus/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
  • Tomorrow’s Social Media 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 (extra effort spent to create content : take a video, or create an artifact )
      • Level of Engagement  Brand Signal  Brand Equity
  • Levels of User Engagement Curators Moderate a forum Edit a wiki
  • Relationships # Technologies In Saren M. (2006) Marketing Graffati, Butterworth-Heinemann
  • The future of Social Media Marketing The future of social media marketing requires an overall approach to adopting and integrating emerging technologies which help to scale up relationships
  • 1:1 Marketing Shotgun Marketing Segment Marketing ‘ All Customers the same’ ‘ All Customers in a segment the same’ ‘ All Customers in a network interrelated’ A New Way of Marketing ? Social Network Marketing ‘ All Customers are different’
  • 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
    1 2 3 0 1 0 1 0 1 0 1 0 1 2 3 1: 2 2: 1, 3 3: 2 1 3 2 Adjacency matrix Adjacency list 1 = presence of link 0 = no direct link Actors Relationship Graph or sociogram
  •  
  •  
  •  
  • CCI Brand Pyramid 5 Content Context Infrastructure Brand Brand Brand Rayport & Sviokla, HBR (1999)
    • Social data:
    • - Influence
    • Number of friends
    • Influence among friends
    • Number of influential friends
  • 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
  • Organisational View
    • Identify key influencers
    • Maximise budgets
    • Precision targeting
    • Morph “CRM” to “SRM”
  • 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 deliver
      • 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
  • Content Marketing
    • “ Content marketing is the art of understanding exactly what your customers need to know and delivering it to them in a relevant and compelling way.”
    • Best practices, case studies, success stories, thought leadership +++
    • Shift away from media company driven content and toward content created specifically for customers
    • How can we provide a service where the customer says,
    • ‘ Wow, you really made this easier for me!’?”
      • Blendtec “Will it blend?”
      • Nike microsites (Nike+)
  • 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
  • David Meerman Scott’s The New Rules of Marketing and PR New Rules of New News Releases”
    • Don’t send news releases only when “big news” is happening
    • find good reasons to send them all the time
    • Instead of just targeting a handful of journalists, create news releases that appeal directly to your buyers.
    • Write releases that are replete with keyword-rich copy.
    • Include offers that compel consumers to respond to your release in some way.
    • Add social media tags so that your release can be found
    • Drive people into the sales process with a news release.
  • Marketing the Content
    • Blogs, articles, newsletters or e-zines ? Customer acquistion (brand awareness & thought leadership) , customer retention or service
    • 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
    • Discuss the magazine on company blog with key findings
    • 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
    • Stumble noteworthy articles and choose the proper category for the article
    • 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)
    • Use PPC, targeting specific keywords to drive people to content offering
    • RSS feeds available for Web content
    • Integrate RSS feeds to promote content (Twitterfeed.com)
    • 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
    • Measure, measure & measure – Downloads, twitter conversations, blog Technorati ranking, bloggers,RSS subscribers, Alexa
    • Adapted from Joe Pulizzi and Newt Barrett (2009) Get Content Get Customers, McGraw Hill
  • 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
  • Article Directories
    • EzineArticles.com
    • ArticleDashboard.com
    • Buzzle.com
    • WebProNews (internet marketing)
    • IdeaMarketers.com
    • ArticleAlley.com
    • ArticleCube.com
  • How to Participate in Conversations
    • Conversational calendar
    • What topics do your customers care about ?
    • Review existing social media e.g. Fb or Twitter
    • Converse via complaints or solution provision
    • Bookkeeper:
    • Tax Saving Strategies
    • Technology & the Books
    • Little Known Tricks
    • Uber Up-to-Date News Source
    • Interior Designer:
    • Photo of the Day
    • Design Tips
    • EcoFriendly Design
    • Simplicity at Home
    Become a Leading Authority Provide Value, Service and social exchange .
  • Potential 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
    • over 22MM page views per month, adding new ad revenue
    • Have since launched 3 additional campaigns and launched new tv series based on the online content
    HGTV Rate My Space
  • Agenda
    • Marketing transition
    • Tools and tactics of social media
    • Birth of video analytics
    • Facebook fan marketing
    • Global faces and networked places
    • B2B Social Networking
    • Social Network Analysis
    • Social Dashboards Brand Monitoring & Management
    • Create and Grow Communities using Ning
    • Industry Adoption & ROI
    • Social Networking – Where to next ?
    • Where will the jobs come from ?
  • Customers and prospects (collective intelligence) creating more value for all stakeholders through social media interactions generating User generated content, ratings and reviews infrastructure for Web sites & Social Media
  • Seven Categories of Social Media From “The 7 Categories of Social Media,” Communication Overtones http://overtonecomm.blogspot.com/2007/04/join-network-of-networks.html
  • Tools of Social Media How can my business use Twitter, Facebook...?
  • “ 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) – “What Would Google Do?” Harper Business
  • TWITTER
    • A giant “coffee shop”
    • Limited to 140 characters
    • Use Twitter to :
      • post blog updates
      • connect with existing members
      • recruit new members
  • TWITTER BASICS
    • Handle - @AdrianneMachina
    • Follow – who you’re listening to
    • Replies – have a conversation! @
    • Retweet – RETWEET or RT – Go Viral Baby! Keep to 120 char.
    • Avatar – Your picture. Decide Logo or Face
    • Hashtag - #TwOrCo – Twitterers in OC
    • You can create your own hashtag #PUTM
  • Twitter Terms Expanded
    • RT, or retweet
    • To 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 URLs
    • With 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.
  • 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 .
    • DMs don’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 Benson How about next Monday?
  • Twitter Highlights
    • Feed Similar to FB Wall
    • Following/Followers
    • Number of Tweets
    • Conversational
    • Educational
    • Calls to Action
  • Now this is word of mouth!
  • This is Negative WOM!
  • Should We Care About This Whinger?
  • Customer Service Direct sales via links & Promotions Feedback & Complaints Management
  • Tweetdeck
  • CommuterFeed.com users tweet traffic info
  • Twitpay Money via Twitter
  • Botanicalls - Tweets when Plants Thirsty
  • Twitition Create & Sign Petitions
  • Filesocial.com File sharing via Twitter
  • A Washing Machine !
  • Find People to Follow
    • Go to www.search.twitter.com
      • In the search field enter: near:2066 within:25km
      • Replace with your zip code and extend radius if desired
      • The search results will include all Tweeters that are based within your area
      • Click on each user name and their Twitter page will open
      • Click “Follow”
      • Repeat steps many times over
    • If you find a local Twitter who has lots of followers go to their page and repeat the above process by clicking on the pictures on their page of their followers
    • Go to www.tweetva.com and find a list of Tweeters in your area
    • Go to www.mrtweet.com , register and you will receive recommendations on people to follow
    • Go to www.wefollow.com and at the top you will see “Enter a Tag”. Enter relevant key words and follow the results
    • Keep adding people to follow otherwise it will be boring
    • For the most part – always follow back
    • Visit pages of people who follow you and check out their followers to see if you want to follow them – remember you are trying to leverage your messages
  • What Can You Do?
    • How could your business provide “elegant organisation” for your customers and staff with Twitter and the mobile phone?
  • 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 .
  • Posting to Facebook
    • Post events to Facebook :
      • In your Group or Fan page create an event
        • Invite Fans or Facebook friends to attend the event - this engages your community
        • Share the event specific URL via Twitter too (use bit.ly)
      • Take your Twitter/Blog bit.ly URL and share it on Facebook via the “what’s on your mind” status update by Pasting the link
  • 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 Tribe would 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 what all of your friends/fans to know about it click on the “share” button.
    • 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
    • Allows employees to collate and collaborate
    • Webpages anyone you allow can edit
    • Share best practice and knowledge
    • Empower staff and value their experience
  • 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
    TREND
  • Tag Cloud of Paige’s Story About Travel to Paris Created from Daniel Steinbock’s TagCrowd under Creative Commons ©
  • 1.Gayle 3. Paris 2. Paige + + 4.”The occasion was my cousin Paige’s 16 th ” 5. “I am a Canadian and get by in French.” 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! " 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." 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." 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."
    • 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
    Elaboration of Trip to Paris Blog Story (Means-End & Heider) Woodside,Sood & Miller 2008 When Consumers and Brands Talk Psychology & Marketing 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]” 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." 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" 17. "I wanted Paige to get a feel for shopping experiences that she would not have at home (aka the ubiquitous mall). " 18."We went on Fat Tire's day trip to Monet's gardens and house in Giverny, about an hour outside Paris." 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...". 14. "They had decide to come to Paris to find the Harley Davidson store so they could buy Harley Paris t-shirts." + + + + 19....."I know Paige will treasure the memory of this girl's trip for many years to come."
  • 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. LWIC dimension “ I love Paris” Paige’s Story Personal texts Formal texts Self-references (I, me, my) 6.12 11.4 4.2 Social words 10.55 9.5 8.0 Positive emotions 3.04 2.7 2.6 Negative emotions 0.54 2.6 1.6 Overall cognitive words 4.12 7.8 5.4 Articles (a, an, the) 7.74 5.0 7.2 Big words (> 6 letters) 18.40 13.1 19.6
  • 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/
  • Marketing & Advertising Strategy Implications from Paige’s Story
    • Story told in natural city setting
    • Assume Paris = brand
    • Brand is supporting actor enabling Gayle to achieve her goals of showing Paris to Paige (conscious) and help her coming of age (unconscious)
    • Builds favorable consumer brand relationship:
    • best friendship (Fournier 1998)
    • Show someone Paris:
    • Share experience,teacher-student,”fairy-godmother” or be the tourist guide
    • Use social relationships to sell cities
    • Interpersonal relationships (people travel with people)
    • Near conversational interaction with brand:
    • story is called “I love Paris”
  • Flickr - 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 that tell the story
    • Tutorial ‘how to’ videos
    • Helps present a fun side to the business
    • Branding messages
    • Create a “channel” (user profile page)
  • YouTube
    • 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 sites, like Vimeo, Viddler
    • “ Web application that combines data from more than one source into a single integrated tool” – Wikipedia
    • Wildly popular mashup: Locate Starbucks
    • http://programmableweb.com/mashups
    Mashups www.findbyclick.com
  • Best Practices - Sharing
    • Add “Share This” widgets to your website
    • Create your own widgets that or visitors can
    • share on their own sites and pages
    • Share the content of others
    • Share your own content across platforms
  • Best Practices: RSS
    • Make sure your content has an RSS feed
    • Share your RSS feed with site visitors, social network friends, etc.
    • Use RSS feeds to help streamline your social media workflow.
  • Best Practices: Blogging
    • Pick an interesting voice
    • Maximize outbound links
    • Set outbound links to be opened in a new window
    • Invite and encourage conversation
  • Best Practices: YouTube
    • Get a nonprofit channel
    • Tag your videos with keywords
    • Embed videos in your blog and website
    • Engage commenters
  • Best Practices: Facebook
      • Profiles are for People
      • Get a Page , Get Some Fans
      • Use Groups for Controlled Membership
      • Use Events to Generate Attendance
      • Causes : Donations or Visibility?
  • Best Practices: Twitter
    • 70 – 20 – 10 Engagement Model ( Angela Maiers)
      • 70% - Sharing others voices, opinions, and tools
      • 20% - Responding, connecting, collaboration, and co-creating with like-minded Twitter colleagues
      • 10% - Promoting and/or chit-chatting
      • Tools for managing the voices Tweetdeck , Tweetie ,
      • Tools for productivity SocialOoomph
      • Tools for recommending you and others MrTweet
  • Agenda
    • Marketing transition
    • Tools and tactics of social media
    • Birth of video analytics
    • Facebook fan marketing
    • Global faces and networked places
    • B2B Social Networking
    • Social Network Analysis
    • Social Dashboards Brand Monitoring & Management
    • Create and Grow Communities using Ning
    • Industry Adoption & ROI
    • Social Networking – Where to next ?
    • Where will the jobs come from ?
  • UStream.tv
    • live streaming video
    • With a laptop and a Web cam or camcorder connected you can easily broadcast live from an event
    • Easy to embed in your blog
    • Show pages allow for audience to chat and comment on an episode
  • YouTube Insight – Video Analytics
  • Agenda
    • Marketing transition
    • Tools and tactics of social media
    • Birth of video analytics
    • Facebook fan marketing
    • Global faces and networked places
    • B2B Social Networking
    • Social Network Analysis
    • Social Dashboards Brand Monitoring & Management
    • Create and Grow Communities using Ning
    • Industry Adoption & ROI
    • Social Networking – Where to next ?
    • Where will the jobs come from ?
  • Facebook Fan Page
    • Your Wall
    • Fans
    • Videos
  • Group Page vs. Fan Page
  • Facebook – Main Tabs
    • Wall – mini press releases, announcements
    • Info – static information about the city. Overview, mission, etc.
    • Photos – multiple photo albums
    • Videos
    • Many other possible tabs; start with these 3 and build.
    • You can even add custom tabs!
  • Promoting – Facebook Page
    • Put a Facebook icon on your website’s home page.
    • For the link, go to your new Page, and copy it from the address bar.
    • Promote your Facebook page in your communications such as newsletters.
    • Encourage your fans to share the Page with their friends when you send out Updates.
  • 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
  • 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
  • Agenda
    • Marketing transition
    • Tools and tactics of social media
    • Birth of video analytics
    • Facebook fan marketing
    • Global faces and networked places
    • B2B Social Networking
    • Social Network Analysis
    • Social Dashboards Brand Monitoring & Management
    • Create and Grow Communities using Ning
    • Industry Adoption & ROI
    • Social Networking – Where to next ?
    • Where will the jobs come from ?
  • Quick Stats
    • 67% of those online globally visit social media sites
    • Facebook has more than 250 million active users
    • Twitter grew 1,382% from February 08 to February 2009
    • Facebook grew 314% from February 08 to February 2009
    • YouTube has 300 million visitors each month
    - Statistics current as of 3 September 2009 - http://www.thatagency.com/design-studio-blog/2009/07/social-media-statistics-for-2009/
  • A Look at the Numbers
    • 200+ million active users
    • 100+ million people log on at least once each day
    • 3.5+ billion minutes spent on Facebook each day (worldwide)
    • Fastest growing demographic is 35+
    • 30+ million active users accessing Facebook through mobile devices
    • Mobile users are almost 50% more active than non-mobile
    • ( source: Facebook press room )
  • Australian Facebook Demographics Source:checkfacebook.com - Aug 09
  • A Look at the Numbers
    • Worldwide visitors to Twitter approached 10M in Feb 2009, up 700+% vs. Feb 2008 (Comscore)
    • 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*
    Source: Reuters reporter Alexei Oreskovic . * comScore study, June 2009 Reported in Marketing Charts, August 17th 2009
  • Social networks Popularity in Australia
    • Over 70% of Australian internet users visited a social networking site in June 2009*
    *comScore study, June 2009 Reported in Marketing Charts, August 17th 2009
  • LinkedIn
    • over 40 million users on LinkedIn, the number in the UK is fast approaching 2.5 million
    • In the UK alone there are on average 75,000 new users every month!
    • The average LinkedIn user is 41 yrs old and has 15 years experience - the majority being key decision makers in their businesses.
    • Many recruiters have switched from concentrating their focus on job boards (Monster, Jobsite etc) to finding the best candidates on LinkedIn because A) Its free and B) they can search passive as well as active jobseekers.
  • Forrester Groups Social Media Activities Into Five Categories September 2009 “Midlife Australians Flock To Social Media”
  • Middle-Aged Australians Increased Content Consumption And Use Of Social Networks September 2009 “Midlife Australians Flock To Social Media”
  • Middle-Aged Australians Increased Content Consumption And Use Of Social Networks (Cont.) September 2009 “Midlife Australians Flock To Social Media”
  • Agenda
    • Marketing transition
    • Tools and tactics of social media
    • Birth of video analytics
    • Facebook fan marketing
    • Global faces and networked places
    • B2B Social Networking
    • Social Network Analysis
    • Social Dashboards Brand Monitoring & Management
    • Create and Grow Communities using Ning
    • Industry Adoption & ROI
    • Social Networking – Where to next ?
    • Where will the jobs come from ?
  • Agenda
    • Marketing transition
    • Tools and tactics of social media
    • Birth of video analytics
    • Facebook fan marketing
    • Global faces and networked places
    • B2B Social Networking ✔
    • Social Network Analysis
    • Social Dashboards Brand Monitoring & Management
    • Create and Grow Communities using Ning
    • Industry Adoption & ROI
    • Social Networking – Where to next ?
    • Where will the jobs come from ?
    • Is Facebook for B2B?
  • Agenda
    • Marketing transition
    • Tools and tactics of social media
    • Birth of video analytics
    • Facebook fan marketing
    • Global faces and networked places
    • B2B Social Networking
    • Social Network Analysis
    • Social Dashboards Brand Monitoring & Management
    • Create and Grow Communities using Ning
    • Industry Adoption & ROI
    • Social Networking – Where to next ?
    • Where will the jobs come from ?
  •  
  • Social Graph Data
    • - who in a network responds to my offer ?
    • others like her in the network ?
    • Identify “Influencers”
    • Create rich profiles of demos, interests, behavior
  • Media6 identifies who is closest to you “ your network neighbor” “ Lisa” buys on NineWest.com Media6 maps “network neighbors” based on visits to profile sites via browser cookies NineWest ads are shown to Lisa’s closest friends, without identifying or involving Lisa
  • Google already tracks who you email the most
  • A Tale of Two Business Models for Dating Measure Elite (eliteintroductions.com.au) RSVP.com.au Ratio men/women 50/50 Second date 87% Marriage or Co-Habitation 25% 0.725% (900 marriages from 1.24M) User Investment $1495 to $4995 per annum Socio-economics $250,000 plus in earnings Travel-theatre-symphony-opera-dining out
  • Key Network Measures
    • Degree Centrality
    • Betweenness Centrality
    • Closeness Centrality
    krackkite.##h (modified labels) Connector (hub) Diana’s Clique Broker Boundary spanners Contractor ? Vendor
  • UCINET 6
    • UCINET IV for DOS is free
    • Grab bag of techniques and procedures
    • Matrix centered view
      • rows & columns - actors
      • cell value - relationship
    • Citation
          • Borgatti, S.P., M.G. Everett, and L.C. Freeman. 1999. UCINET 6.0 Version 1.00. Natick: Analytic Technologies.
    • Network analysis requires:
          • ##h file contains meta data about the network
          • ##d file contains the actual data about the network
  • Useful References
    • UCINET user guide
    • Tutorial Prof Hanneman
    • Network Analysis in Marketing (Webster & Morrison 2004)
    • www.insna.org (international network for social analysis)
  • Data Language (DL) Filetype dl nr = 6, nc = 4 col labels: hook,canyon,silence,rosencrantz data: 0 1 1 0 1 0 1 1 1 1 0 0 dl nr = 6, nc = 4 row labels embedded col labels embedded data: Dian Norm Coach Sam Mon 0 1 1 0 Tue 1 0 1 1 Wed 1 1 0 0 Thu 0 1 0 0 Fri 1 0 1 1  Sat 1 1 0 0
  • Standard Data Sets
    • BERNARD & KILLWORTH
          • FRATERNITY interactions among students living in a fraternity at a West Virginia college
          • HAM RADIO radio calls made over a one-month period (voice-activated recording device)
          • OFFICE interactions in a small business office.
          • TECHNICAL
    • CAMP 92
    • COUNTRIES TRADE DATA
    • DAVIS SOUTHERN CLUB WOMEN observed attendance at women’s club in 1930s
    • FREEMAN'S EIES DATA
    • GAGNON & MACRAE PRISON
    • GALASKIEWICZ'S CEO'S AND CLUBS
    • KAPFERER MINE
    • KAPFERER TAILOR SHOP
    • KNOKE BUREAUCRACIES 10 organizations and two relationships – money & info exchange
    • KRACKHARDT HIGH-TECH MANAGERS
    • KRACKHARDT OFFICE CSS
    • NEWCOMB FRATERNITY
    • PADGETT FLORENTINE FAMILIES
    • READ HIGHLAND TRIBES
    • ROETHLISBERGER & DICKSON BANK WIRING ROOM
    • SAMPSON MONASTERY Experimental and case study of social relationships." Doctoral dissertation, Cornell Univ.
    • SCHWIMMER TARO EXCHANGE
    • STOKMAN-ZIEGLER CORPORATE INTERLOCKS
    • THURMAN OFFICE
    • WOLFE PRIMATES
    • ZACHARY KARATE CLUB
    • Borgatti, S.P., Everett, M.G. and Freeman, L.C. 2002. Ucinet 6 for Windows. Harvard: Analytic Technologies .
  • NodeXL - Excel 2007 template for viewing and analyzing network graphs www.codeplex.com/NodeXL
  • Agenda
    • Marketing transition
    • Tools and tactics of social media
    • Birth of video analytics
    • Facebook fan marketing
    • Global faces and networked places
    • B2B Social Networking
    • Social Network Analysis
    • Social Dashboards Brand Monitoring & Management
    • Create and Grow Communities using Ning
    • Industry Adoption & ROI
    • Social Networking – Where to next ?
    • Where will the jobs come from ?
  • Monitoring Brand Health
    • 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
  • 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 8 Levels of Analytics (Davenport) Social Media Questions 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 occuring? Forecasting What if conversations continue? Predictive Modeling What conversations are next? Optimization How can we lead conversations?
  • 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
  • Conversation Gap - Vacation and Paris * Total identified blogs: 99,181,005 @ 18 December, 2008
  • Paris – Equity Share Analysis of Attributes * Total identified blogs: 99,181,005 @ 18 December, 2008
  • Monitoring Tips
    • 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
  • 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
  • Agenda
    • Marketing transition
    • Tools and tactics of social media
    • Birth of video analytics
    • Facebook fan marketing
    • Global faces and networked places
    • B2B Social Networking
    • Social Network Analysis
    • Social Dashboards Brand Monitoring & Management
    • Create and Grow Communities using Ning
    • Industry Adoption & ROI
    • Social Networking – Where to next ?
    • Where will the jobs come from ?
  • White Label Social Network?
    • 2009 Nonprofit Social Network Survey Report – 30.6% of responding nonprofits had their own social network
    • Why would you want to create your own?
    • Ning , GroupSite , SocialGo
    • White Label Social Network Platforms Chart from TechCrunch
  •  
  • Agenda
    • Marketing transition
    • Tools and tactics of social media
    • Birth of video analytics
    • Facebook fan marketing
    • Global faces and networked places
    • B2B Social Networking
    • Social Network Analysis
    • Social Dashboards Brand Monitoring & Management
    • Create and Grow Communities using Ning
    • Industry Adoption & ROI
    • Social Networking – Where to next ?
    • Where will the jobs come from ?
  • Aggregation
  •  
  • Social networks, Twitter, and the practice of medicine
    • a social network for physicians Ozmosis
    • Sermo the best-known physician-only site. 
    • http://scienceroll.com/2008/04/11/ozmosis-vs-sermo-answers/
    • Unlike Sermo, Ozmosis is not an anonymous site and Ozmosis physicians are properly verified and clearly identified
    • Ozmosis delivers a unique business model that enables physicians to discover new products and services. Instead of selling pharmaceutical companies access to peer over a physician shoulder, physicians on Ozmosis can choose to learn about healthcare products and services from other physicians in a trusted environment. Ozmosis maintains a strict privacy policy and product discovery areas are op t-in for physicians.
    • "This Sentence Easily Would Fit on Twitter: Emergency Physicians are Learning to 'Tweet,'" posits that the value of Twitter for the medical community, particularly busy ER docs, is that it can be used to send out relevant information in a timely way. We know, in general, that patients who use social media tend to trust "people like me"; why wouldn't physicians?  So perhaps it comes as no surprise that one of the doctors interviewed commented that he is more likely to review a medical journal article if a trusted colleague tweets about it.  "It's almost like we act as a group filter to find the most relevant stuff. T he article also observes that, Other emergency physicians use Twitter because they are early adopters and like to tinker with new technologies. An emergency physician from Northern California, Tim Sturgill, MD, has blogged for more than 5 years and says he uses Twitter to communicate not only with other doctors but to have conversations with those who, like him, are exploring the potential of social media.
    • Eric Berger (Special Contributor to Annals News and Perspective) This Sentence Easily Would Fit on Twitter:
    • Emergency Physicians Are Learning to “Tweet” Annals of Emergency Medicine
    • Volume 54, Issue 2, Pages A23-A25 (August 2009)
  • The Red Cross handbook/policies help keep order http://sites.google.com/site/wharman/social-media-strategy-handbook
        • Distributing emergency messages
        • Facilitating classroom discussions
        • Publicizing good news coverage
        • Promoting major campus events
        • and building real-time community conversation around guest speakers,
        • conferences, or commencement (using hashtags like #uvagrad09)
        • Giving busy campus figures who don’t have time to blog regularly a
        • channel to communicate
    Higher Ed Uses of Twitter
  • How Web 2.0 Supports the Myth of Paris Lamps, Eiffel Tower,france, night, street, notredame, bw, church, architecture, toureiffel, city, cathedral, louvre,museum Casablanca “ We'll Always Have Paris” City of love , city of lights, landmarks , museums & galleries, Cafés, coffee, conversations, friendship, artists, lovers, philosophers
  • Paris Findings
      • A search for Paris, France on Flicker returns well over one and a half million photos and over quarter of a million for the Eiffel tower.
      • You Tube has over 130,000 videos tagged Paris, France
      • Pages of real time Twitter messages
      • Google blog search shows 300,000 blog mentions of Paris, France
      • Over 60,000 entries on Boardreader
      • A virtual world of Paris in Second Life
      • (teleport via slurl.com/secondlife/Paris%201900/8/172/16)
    • Youtube videos include Casablanca (1942) owing to the end of the movie quote “We’ll always have Paris” which breaks free from covering specific destination features of Paris
  • Social Media ROI
    • “ Price-tags” memo :
    • Unique visit to the blog post - £3 (based on time on site)
    • Each returning blog visit - £1.50
    • A view on SlideShare (excl. embeds) - £1
    • A view from embeds - £2
    • A view of the screen grab on Flickr - £0.50
    • A view of the link on Twitter/bit.ly - £0.50
    • A comment - £1.50
    • A SlideShare download - £1.50
    • A fave on SlideShare - £1.50
    • An embed from SlideShare - £1.50
    • A Flickr click-through - £1.50
    • A Twitter click-through - £1.50
    Total Gain from Investment : £4832.5 ROI : £4832.5 / £14.32 = £337.46 Good enough? Or more can be done?
  • Engagement to revenue – is there a trend? *Source: Engagement db.com July 2009 Prepared by Wetpaint and Altimeter The Social Web for Business
    • The top 100 global brands & the social web
  • What does it mean? The Social Web for Business
    • Very hard to show definite cause and effect
    • However, the trend is very strong
    • Businesses engaging heavily in the social web have stronger growth
  • 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)
  • Show me the money! The Social Web for Business 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
  • Microblogging Measurement
  • Exclusive Offers
  • 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
  • Agenda
    • Marketing transition
    • Tools and tactics of social media
    • Birth of video analytics
    • Facebook fan marketing
    • Global faces and networked places
    • B2B Social Networking
    • Social Network Analysis
    • Social Dashboards Brand Monitoring & Management
    • Create and Grow Communities using Ning
    • Industry Adoption & ROI
    • Social Networking – Where to next ? ✔
    • Where will the jobs come from ?
  • 2009-11 Developments (Source: Altimeter Group, Silicon Valley)
    • Experimental testing in social media advertising
    • Yahoo!, Google, Microsoft/Hotmail testing social media integration with Webmail products
    • Facebook Connect gains traction with media companies and begins to monetize with an ad network
    • Social shopping experiments start (retailers integrating social network data)
    • Spending on profile based targeting
    • Targeting based on implicit data and social behaviors
    • Diversification into enterprises
  • Social Media Development 2009 2011 2010
  • Privacy and permission considerations
    • People will demand greater control over when, where, and how their social profiles, contacts, and content can be used
    • Detailed permissions – sometimes on a friend-by-friend basis – will be required
      • A usability nightmare
      • Need to “retrofit” old friends numbering in the thousands
  • “ A periodic check of new people from your networks on other sites”
  • Eliminates “re-friending” TheInsider.com allows users to bring in their Facebook friends Avoids building yet another siloed social network
  • Your friends’ activities in context around “objects” with GetGlue
  • The same toolbar appears on IMDb
  • The toolbar shows Chris’s comments from Wikipedia
    • Sports Active is a new product that is aimed primarily at a female audience, specifically busy moms.
    • Reached out to the communities of moms on BlogHer, Hi-Yech Mommy, Cafe Mom, Mother Click, and iVillage.
    • Ultimately, targeted 1000 influential mommy bloggers. 
  • Agenda
    • Marketing transition
    • Tools and tactics of social media
    • Birth of video analytics
    • Facebook fan marketing
    • Global faces and networked places
    • B2B Social Networking
    • Social Network Analysis
    • Social Dashboards Brand Monitoring & Management
    • Create and Grow Communities using Ning
    • Industry Adoption & ROI
    • Social Networking – Where to next ?
    • Where will the jobs come from ? ✔
  • Social Strategy: How do we do it? Strategy, Management, Resources
    • Social Media Marketing InternshipFirmenname: research2guidance
    •  
    • URL: www.research2guidance.com
    • Kontakt E-Mail: markus.pohl@research2guidance.com
    • Telefon: 0178/4007736
    • Ort: Berlin
    • Stellenbeschreibung:
    • Tasks
    • We are a Berlin based mobile/mobile application company. We develop smartphone applications and offer research and consultancy services.We use different marketing channels to promote our products and surveys. Social media marketing and web 2.0 channels play a major role in our marketing mix.We promote through facebook, twitter, friendfeed, flickr, youtube and other platforms, blogs, forums. We want to intensify our engagement in those channels and extent our reach. Your tasks:- serving our existing channels and increasing our reach- exploring new channels and adding to our marketing strategy- actively supporting sales process of one of our new market study- researching contact information of contacts/companies of interest You will be working in a very agile working environment with the opportunity to act independently. If you are a proactive character and interested in the topic you will love the job. Required Skills- experience in either social media marketing or extensive use of social media platforms and their possibilities to reach out to people- knowledge about the mobile phones, smart phones and mobile apps 
  market is helpful- communicative person- writing skills (in English)- independent worker- former work or internship experience- very good English skills 
    • Start Date as soon as possible 
    • Duration1-2 months 
    • Salary350€/month
  • Community Manager
      • iGoogle as your home page
      • Google Blog Search
      • Twitter Search and TweetGrid
      • BackType
      • FriendFeed
      • GoogleReader and PostRank
  • Chief Community Officer
    • Listen to feedback
    • Action
    • Key stakeholder relationships
  • #4038 Social Media Marketer As part of Crimsons Interactive Services, Consultant update our clients web content for their Partner Community which is on the Jive Clearspace platform. The position will involve, but will not be limited to: * Managing, moderating and updating our clients Partner Community hosted on Jive ClearSpace * Overseeing web analytics and weekly reporting for external communities through the Jive platform (web-based platform) * Managing projects Wikipedia contents and updates
  • 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
  • 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
  • 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
  • Caution!
    • “ Children never put off till tomorrow what will keep them from going to bed tonight”
            • ADVERTISING AGE
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