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SMMP Executive Education Course held at UTS on July 26 2010

SMMP Executive Education Course held at UTS on July 26 2010


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  • 1. Social Media Marketing Practice suresh.sood@uts.edu.au Geektoid Mangala www.linkedin.com/in/sureshsood twitter.com/soody www.facebook.com/sureshsood ssood www.bravenewtalent.com/talent/suresh_sood Hero5! scuzzy55 soody GreatMystery14 soody Suresh S.
  • 2. Agenda 0. 4S’s ✔ 1. Marketing transition 2. Tools and tactics of social media 3. Birth of video analytics 4. Facebook fan marketing 5. Global faces and networked places 6. B2B Social Networking 7. Create and Grow Communities using elgg [ Guest Speaker] 8. Social Network Analysis and Social Relationship Management 9. Social Dashboards Brand Monitoring & Management 10. Industry Adoption & ROI 11. Social Networking – Where to next ? 12. Where will the jobs come from ?
  • 3. Zuckerberg: “We Are Building A Web Where The Default Is Social” (3rd F8 developer conference, San Francisco) • Open (Interest) Graph – not only social connections between people, but connections people have with their interests—things, places, brands, and other sites. • Yelp might create one around restaurants, Pandora might create one around music. Add some “like” buttons and anytime someone likes a restaurant or song anywhere on the Web with a Facebook like button, that information will flow back into the Open Graph. So that Yelp will know what restaurants you and your friends have liked elsewhere and take that into consideration when giving you recommendations, or Pandora with music, and so on. • Facebook is taking some of the information that pops up in people’s realtime streams and baking it into the Web. “The stream is ephemeral,” says Zuckerberg. “It is there for a few hours and then it mostly floats away. Services don’t understand the semantic connections between you and that restaurant.” But now Facebook can. Instead of the Web being defined only by hyperlinks (to the benefit of search engines like Google), Facebook wants it to be defined by social connections, likes and dislikes, interests that are coded and machine-readable. “Our goal is to use the open graph so people can have instantly social experiences wherever they go,” he says. • The Open Graph is hugely ambitious. Just wait until Facebook plugs in targeted advertising by: Location, Age, Sex, Keywords, Education, Workplace, Relationship Status, Relationship Interests & Languages. • The Open Graph API will allow any page on the Web to have all the features of a Facebook Page. Once implemented, developers can include a number of Facebook Widgets, like the Fan Box, or enable the transformation of any Web page so it functions similar to a Facebook Page.
  • 4. Wine Communities
  • 5. Sharing Stories What happens when you tell stories? Two magical things: You build trust with other people in your network, and from there you build empathy…is when you share the emotions that other people have and express. It’s a powerful, deeply primal experience. ShareThis! Deanna Zandt, Berrett-Koehler Publishers, 2010
  • 6. The Facebook Newsfeed (Stream) Being able to quickly parse through what your friends are up to, in line, and in reverse chronological order is the cleanest and simplest way to navigate a social net. (The News Feed - A Powerful UI Innovation, Fred Wilson, December 10,2007) Today we're ready to declare The Newsfeed the dominant internet metaphor of the day; the cascading waterfall of updates from your friends, with comments swirling even around those - that model is everywhere now! (Having Conquered Flickr & Yahoo, "The Newsfeed" Is Now the Dominant Info-Metaphor of Our Time, Marshall Kirkpatrick, Read Write Web, October 16, 2008) A method for displaying a news feed in a social network environment is described. The method includes generating news items regarding activities associated with a user of a social network environment and attaching an informational link associated with at least one of the activities, to at least one of the news items, as well as limiting access to the news items to a predetermined set of viewers and assigning an order to the news items. The method further may further include displaying the news items in the assigned order to at least one viewing user of the predetermined set of viewers and dynamically limiting the number of news items displayed. (US Patent 20080040673, Zuckerberg et al.)
  • 7. • A Feed story describes a single specific action between an actor and an object. Examples: – "Peter joined the cause Leukemia and Lymphoma Society." – "Ari posted a song to Serkan's profile." – "Peter thanked Ronnie for his donation." • A Feed story contains valuable information that the actor wants to share and others want to consume. • A Feed story is well-designed, succinct, and if appropriate, features an attached piece of media that further describes the action or the object of the action. Examples: – "Peter joined the cause Leukemia and Lymphoma Society." – "<Leukemia and Lymphoma Society Logo> <blurb about the society>" • Design Guidelines • Feed story body: – Shows more details about the action or object. – Does not repeat information in the headline. – Does not include promotional links or explicit calls to action. – Example: "<Leukemia and Lymphoma Society Logo> <blurb about the society>" • Action Links: – Appear on all stories – Feature contextually relevant calls to action – Only one action link with a max of 25 chars can appear in a Feed story – Cannot contain any formatting characters (like "[", "]", "|") – Example: "Comment - Share - Join Cause" What is a Feed Story?
  • 8. Agenda 1. Marketing transition ✔ 2. Tools and tactics of social media 3. Birth of video analytics 4. Facebook fan marketing 5. Global faces and networked places 6. B2B Social Networking 7. Social Network Analysis and Social Relationship Management 8. Social Dashboards Brand Monitoring & Management 9. Create and Grow Communities using Ning 10. Industry Adoption & ROI 11. Social Networking – Where to next ? 12. Where will the jobs come from ?
  • 9. Facebook is My Newspaper (Susie Wilkening, http://reachadvisors.typepad.com/ OneRiot.com: Search the realtime web
  • 10. TechCrunch & Twitter - More Powerful than Google Ben Elowitz, August 5, 2009 So the ENGAGEMENTdb has been out for a little over two weeks and it’s interesting to look at what’s been most powerful at driving traffic to the site. Here is what we’ve seen to date: * 32,000 visitors * 105,000 pageviews * 3 minutes on site * 26,000 views of the report * 6,000 people ranking their own social media efforts * 5,000 visits to the database * 800 unique submissions to the database Being that we’re talking about the social web, I was really interested in how folks ended up on the site. Going in, my bet was Twitter would be the primary driver. Needless to say, I would have lost that bet. The TechCrunch post on the ENGAGEMENTdb is the number one driver of traffic to the site, accounting for 8.4% of all visitors while Twitter is accounting for 7.6%. Even more interesting, both TechCrunch and Twitter are outperforming all-powerful Google, currently accounting for 3% of the site’s traffic. I would bet we’ll see Google’s importance increase over time as the site gains reputation and we do some basic SEO on the site. But it’s certainly hard to argue with the power of Michael Arrington’s TechCrunch and Twitter as a way of driving traffic when you have something valuable to get out to the community.
  • 11. Social Search It could represent a monumental shift in search technology. All major engines analyze the link structure of the Web as a key ingredient in determining what pages are most relevant -- a breakthrough that Google championed when it launched in 1998. A Web page that has a lot of other sites linking to it will rank higher, figuring more prominently in a given search, than one with only a few incoming links. Social search aims to shift power from Web publishers, who create these links, to everyday Internet users by examining their bookmarks or giving them tools to express their opinions. Current technology "delegates to Webmasters to decide what is important for the rest of us," says Bradley Horowitz, director of technology development at Yahoo. "Social search is about democratizing this power.” Yahoo Social Circle by Ben Elgin, January 23, 2006, Business Week
  • 12. 16 million people in the UK accessed Internet via mobile phones in December 2009. Total of 6.7 billion pages and 4.8 billion minutes online during the month. Top 10 sites accounted for 70 per cent of both total pages viewed and total time spent online
  • 13. Australia Leads Average Time Spent per Person on Social Media Sites in December 2009
  • 14. Referral & Destination Traffic for April 2010 agl.com.au • Sites people visit before going to agl.com.au – facebook.com (21.19%) – google.com (15.57%) – google.com.au ( 2.68%) • Sites people visit after leaving agl.com.au – facebook.com (31.6%) – energyaustralia.com.au (< 0.1%) – google.com.au (<0.1%)
  • 15. Referral & Destination Traffic for April 2010 originenergy.com.au • Sites people visit before going to agl.com.au – google.com.au (46.37%) – google.com (25.33%) – facebook.com ( 13.90%) • Sites people visit after leaving agl.com.au – google.com (31.03%) – google.com.au (22.31%) – facebook.com (9.22%)
  • 16. 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
  • 17. NEW INTERNET MEDIA New Media and The Air Force Air Force, Public Affairs Agency Emerging Technology Division www.af.mil/shared/media/document/AFD-090406-036.pdf
  • 18. “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
  • 19. commodities goods services experiences The Experience Economy Pine & Gilmore, 1999
  • 20. 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.
  • 21. 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.
  • 22. “United Breaks Guitars” Collision of Marketing, Customer Service and PR “They Shake me”
  • 23. 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
  • 24. The Future of Customer Support Support is a marketing asset Teaches marketing how to deal with “messiness” Gems in unstructured user generated content Facilitate customers to self-support each other Provide feedback to product development
  • 25. 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”
  • 26. Example: Outside London flat
  • 27. Challenges Connecting with Council
  • 28. Implication: Engaged Citizen looking for new ways to connect with Council
  • 29. 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
  • 30. Move to Citizen Facing Systems & 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. Little Bee is top offender. So far, zero violations at http://sydney.mybikelane.com/
  • 31. 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
  • 32. New (Story Based) Segmentation • The most powerful brand voice amongst consumers • Crowdsourcing and Culture Mapping • Apps = Segmentation Enablers e.g. – Foursquare, Farmville • Hearts, Keys and Puppetry – Twitter Fairy Tale • Neil Gaiman fantasy Writer • 124 Contributors over 8 days • 10,000 tweets  874 via editorial curation Marie Lenatupot and Tim Stock, What's next for segmentation? Admap Magazine, Feb 2010
  • 33. Levels of User Engagement Curators Moderate a forum Edit a wiki
  • 34. 95 5 0.1 99.8 0.2 0.003 99 1 0
  • 35. Relationships # Technologies In Saren M. (2006) Marketing Graffati, Butterworth-Heinemann
  • 36. 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’
  • 37. 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 32 Adjacency matrix Adjacency list 1 = presence of link 0 = no direct link Actors Relationship Graph or sociogram
  • 38. CCI Brand Pyramid Content Context Infrastructure Brand Brand Brand Rayport & Sviokla, HBR (1999) Social data: - Influence - Number of friends - Influence among friends - Number of influential friends discovery, reading and sharing news and information
  • 39. 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
  • 40. Organisational View 1. Identify key influencers 2. Maximise budgets 3. Precision targeting 4. Morph “CRM” to “SRM”
  • 41. 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+)
  • 42. • Wikipedia entries well placed on Google – Generate articles relating to your organisation,executives and news – – Monitor articles on wikipedia for reputation management – Reference with related entries
  • 43. 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
  • 44. “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. David Meerman Scott’s The New Rules of Marketing and PR, 2007
  • 45. Marketing the Content 1. Blogs, articles, newsletters or e-zines ? Customer acquistion (brand awareness & thought leadership) , customer retention or service 2. Audio and video recordings of interviews,roadshows or roundtables for repurposing e.g.podcasts 3. Release schedule focusing on key topics affecting customers with a free subscription 4. Discuss the magazine on company blog with key findings 5. Send out news releases through a keyword-optimized service e.g. PRWeb, eReleases (paid) or PR.com, Clickpress (free) 6. Send releases direct to influential bloggers and post on Scribd and FreeIQ 7. Post videos of interviews on YouTube and industry specific video portals specific to your industry 8. Upload audio & video to microsite relevant podcast directories 9. All articles with own HTML pages on microsite 10. Each article with social media capabilities, such as letting people add it to Facebook, Digg, or StumbleUpon 11. Stumble noteworthy articles and choose the proper category for the article 12. 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) 13. Use PPC, targeting specific keywords to drive people to content offering 14. RSS feeds available for Web content 15. Integrate RSS feeds to promote content (Twitterfeed.com) 16. New news releases are for building key links and for helping bloggers and influencers find the site 17. Upload articles to key vertical and social bookmarking sites 18. If deemed relevant create a Facebook fan page and invite key customers to join the Facebook group 19. 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
  • 46. 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
  • 47. Article Directories EzineArticles.com ArticleDashboard.com Buzzle.com WebProNews (internet marketing) IdeaMarketers.com ArticleAlley.com ArticleCube.com
  • 48. 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
  • 49. 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.
  • 50. 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
  • 51. • 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
  • 52. Marketing in an Unpredictable World Duncan Watts & Steve Hasker, Harvard Business Review, September 2006 1. Increase the number of bets, and decrease their size 2. Focus on detection, measurement, and feedback 3. Follow through with flexible marketing budgets 4. Exploit naturally emerging social influence 5. Build flexibility into supply chains and contracts “The implication for marketing executives is that they should de-emphasize designing, making, and selling would-be hits and focus instead on creating portfolios of products that can be marketed using real-time
  • 53. • 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.
  • 54. Agenda 0. 4S’s 1. Marketing transition 2. Tools and tactics of social media 3. Birth of video analytics 4. Facebook fan marketing 5. Global faces and networked places 6. B2B Social Networking 7. Create and Grow Communities using elgg [ Guest Speaker] 8. Social Network Analysis 9. Social Dashboards Brand Monitoring & Management 10. Industry Adoption & ROI 11. Social Networking – Where to next ? 12. Where will the jobs come from ? ✔
  • 55. 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 Publishing Social Networks Democratized Networks Virtual Networks Automatic Aggregators Edited Social News Content Distribution
  • 56. Social Media Concepts Media Share Engage Relationships Fb ✔ ✔ Flickr ✔ Blogging ✔ ✔ Twitter ✔ ✔ ✔
  • 57. Tools of Social Media How can my business use Twitter, Facebook...?
  • 58. Social Networking Technology and services that create unique personal profiles, map out relationships, and leverage those connections to accomplish a task. Key characteristics of Network : •Personal Profile •Visible Relationships •Connections Profiles: The Real Value Of Social Networks by Charlene Li, Forrester, July 2004
  • 59. Popular Social Networking Sites China - QQ, Xiaonei, 51 UK - Facebook, Bebo, MySpace NZ - Facebook, Bebo MySpace USA - Facebook, MySpace, Twitter Korea – Cyworld Japan – Twitter, Mixi.jp Germany - Facebook, StudiVZ, MySpace These social networks exclude popular dating sites e.g. Flirtomatic (UK) and loveonline (NZ)
  • 60. “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
  • 61. “…why social objects are the future of marketing.” (MacLeod 2008) Social Networks form around Social Objects**, not the other way around. (** Term attributed to Jyri Engstrom) MacLeod Hugh (2008) GapingVoid.com
  • 62. TWITTER • A giant “coffee shop” • Limited to 140 characters • Use Twitter to : – post blog updates – connect with existing members – recruit new members
  • 63. TWITTER BASICS • Handle - @soody • Follow – who you’re listening to • Replies – have a conversation! @ • Retweet – RETWEET or RT • Avatar – Your picture. Decide Logo or Face • Hashtag - #TwOrCo – Twitterers in OC • You can create your own hashtag #PUTM
  • 64. 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 Stephenie How about next Monday?
  • 65. Twitter Highlights • Feed Similar to FB Wall • Following/Followers • Number of Tweets • Conversational • Educational • Calls to Action
  • 66. Now this is word of mouth!
  • 67. This is Negative WOM!
  • 68. Should We Care About This Whinger?
  • 69. Customer Service Direct sales via links & Promotions Feedback & Complaints Management
  • 70. Tweetdeck
  • 71. CommuterFeed.com users tweet traffic info
  • 72. Twitpay Money via Twitter
  • 73. Botanicalls - Tweets when Plants Thirsty
  • 74. Twitition Create & Sign Petitions
  • 75. Filesocial.com File sharing via Twitter
  • 76. A Washing Machine !
  • 77. Find People to Follow 1. 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 2. 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 3. Go to www.tweetva.com and find a list of Tweeters in your area 4. Go to www.mrtweet.com, register and you will receive recommendations on people to follow 5. Go to www.wefollow.com and at the top you will see “Enter a Tag”. Enter relevant key words and follow the results 6. Keep adding people to follow otherwise it will be boring 7. For the most part – always follow back 8. 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
  • 78. What Can You Do? • How could your business provide “elegant organisation” for your customers and staff with Twitter and the mobile phone?
  • 79. 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.
  • 80. Posting to Facebook Post events to Facebook : 1. 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) 2. 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
  • 81. 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. 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 what all of your friends/fans to know about it click on the “share” button.
  • 82. • 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
  • 83. Guy Kawasaki’s 11 Ways to Use LinkedIn: 1. Increase your visibility 2. Improve your connectability 3. Improve your Google PageRank 4. Enhance your search engine results 5. Perform blind, “reverse,” and company reference checks 6. Increase the relevancy of your job search 7. Make your interview go smoother 8. Gauge the health of a company 9. Gauge the health of an industry 10. Track startups. 11. Ask for advice. (LinkedIn Answers) Source: http://blog.guykawasaki.com/2007/01/ten_ways_to_use.html
  • 84. Metrics Facebook LinkedIn Twitter Number of fans New connections Number of followers Page visits,site visits Utilize applications (track document downloads using Box.net application) Interactions (wall posts, “likes”, comments, etc.) Utilize shortened trackable URLs within employee status updates Number of interactions (retweets, messages.) Track how employees are ranked in LinkedIn Answers Click-throughs on links posted
  • 85. • 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
  • 86. 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 TREND
  • 87. Tag Cloud of Paige’s Story About Travel to Paris Created from Daniel Steinbock’s TagCrowd under Creative Commons © 93
  • 88. 1.Gayle 3. Paris 2. Paige + + 4.”The occasion was my cousin Paige’s 16th” 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." 94
  • 89. Linguistic Inquiry and Word Count (LIWC) Text Analysis : The Psychological Power of Words 95 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 Pennebaker, J. W., Francis ME, Booth RJ. (2001). Linguistic Inquiry and Word Count (LIWC): LIWC2001. Mahwah: Lawrence Erlbaum Associates.
  • 90. 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/ 96
  • 91. 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” 97
  • 92. 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
  • 93. • Tutorial ‘how to’ videos • Helps present a fun side to the business • Branding messages • Create a “channel” (user profile page)
  • 94. 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
  • 95. 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/)
  • 96. • “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 www.findbyclick.com Mashups
  • 97. 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
  • 98. Best Practices: RSS • Make sure your content has an RSS feed • Share your RSS feed with site visitors, social network friends • Use RSS feeds to help streamline your social media workflow • Bloglines Web-based aggregator www.bloglines.com
  • 99. Best Practices: Blogging • Pick an interesting voice • Maximize outbound links • Set outbound links to be opened in a new window • Invite and encourage conversation
  • 100. Best Practices: YouTube • Get a nonprofit channel • Tag your videos with keywords • Embed videos in your blog and website • Engage commenters
  • 101. 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
  • 102. 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
  • 103. Agenda 1. Marketing transition 2. Tools and tactics of social media 3. Birth of video analytics 4. Facebook fan marketing 5. Global faces and networked places 6. B2B Social Networking 7. Create and Grow Communities using elgg [ Guest Speaker] 8. Social Network Analysis 9. Social Dashboards Brand Monitoring & Management 10. Industry Adoption & ROI 11. Social Networking – Where to next ? 12. Where will the jobs come from ? ✔
  • 104. 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
  • 105. YouTube Insight – Video Analytics
  • 106. Agenda 0. 4S’s 1. Marketing transition 2. Tools and tactics of social media 3. Birth of video analytics 4. Facebook fan marketing 5. Global faces and networked places 6. B2B Social Networking 7. Create and Grow Communities using elgg [ Guest Speaker] 8. Social Network Analysis 9. Social Dashboards Brand Monitoring & Management 10. Industry Adoption & ROI 11. Social Networking – Where to next ? 12. Where will the jobs come from ? ✔
  • 107. Facebook Fan Page 113 • Your Wall • Fans • Videos
  • 108. Group Page vs. Fan Page
  • 109. 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!
  • 110. 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.
  • 111. 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
  • 112. The 12 most annoying types of Facebookers 1. The Let-Me-Tell-You-Every-Detail-of-My-Day Bore 2. The Self-Promoter 3. The Friend-Padder. 4. The Town Crier 5. TMIer (The Much) 6. The Bad Grammarian 7. The Sympathy-Baiter. 8. The Lurker 9. The Crank 10. The Paparazzo 11. The Obscurist 12. The Chronic Inviter
  • 113. Agenda 0. 4S’s 1. Marketing transition 2. Tools and tactics of social media 3. Birth of video analytics 4. Facebook fan marketing 5. Global faces and networked places 6. B2B Social Networking 7. Create and Grow Communities using elgg [ Guest Speaker] 8. Social Network Analysis 9. Social Dashboards Brand Monitoring & Management 10. Industry Adoption & ROI 11. Social Networking – Where to next ? 12. Where will the jobs come from ? ✔
  • 114. Nielsen 2010 Social Media Report • 9 million Australians interact via social networks • Content sharing is the most popular activity • 4 in 5 Australian Internet users shared a photo • Twitter usage grew by 400% in 2009 • Nearly 3/4 of Australians read a wiki • 2 in 5 Australians interact with companies via social networks
  • 115. 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/
  • 116. 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)
  • 117. Australian Facebook Demographics Source:checkfacebook.com – 11/03/09 Country Audience 7,176,640 (2.27% of global)
  • 118. 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
  • 119. 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
  • 120. 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.
  • 121. Forrester Groups Social Media Activities Into Five Categories September 2009 “Midlife Australians Flock To Social Media”
  • 122. Middle-Aged Australians Increased Content Consumption And Use Of Social Networks September 2009 “Midlife Australians Flock To Social Media”
  • 123. Middle-Aged Australians Increased Content Consumption And Use Of Social Networks (Cont.) September 2009 “Midlife Australians Flock To Social Media”
  • 124. Go-Nowhere-Gamers • “Perhaps worryingly, a new generation will reject travel altogether in favor of gaming, social networking and ‘always on’ media,” the report states. “As in-home leisure is becoming more engaging, a group of young people will emerge who do not go out any more.” Future of Free Time, April 2010
  • 125. Agenda 1. Marketing transition 2. Tools and tactics of social media 3. Birth of video analytics 4. Facebook fan marketing 5. Global faces and networked places 6. B2B Social Networking ✔ 7. Social Network Analysis 8. Social Dashboards Brand Monitoring & Management 9. Create and Grow Communities using Ning 10. Industry Adoption & ROI 11. Social Networking – Where to next ? 12. Where will the jobs come from ?
  • 126. Is Facebook for B2B?
  • 127. Guy Kawasaki’s 11 Ways to Use LinkedIn 1. Increase your visibility. 2. Improve your connectability. 3. Improve your Google PageRank. 4. Enhance your search engine results. 5. Perform blind, “reverse,” and company reference checks. 6. Increase the relevancy of your job search. 7. Make your interview go smoother. 8. Gauge the health of a company. 9. Gauge the health of an industry. 10.Track startups. 11. Ask for advice. (LinkedIn Answers) Source: http://blog.guykawasaki.com/2007/01/ten_ways_to_use.html
  • 128. Agenda 1. Marketing transition 2. Tools and tactics of social media 3. Birth of video analytics 4. Facebook fan marketing 5. Global faces and networked places 6. B2B Social Networking 7. Create and Grow Communities using elgg [ Guest Speaker] 8. Social Network Analysis 9. Social Dashboards Brand Monitoring & Management 10. Create and Grow Communities using Ning 11. Industry Adoption & ROI 12. Social Networking – Where to next ? 13. Where will the jobs come from ? ✔
  • 129. Free Open Source Social Network Engines Christoph Hechelmann – info@socialnomica.com
  • 130. Free Open Source Social Network Engines Ning and Alternatives • biggest social engine • 04/10 = 2.3 million social networks • 04/10 = 20 million visitors a month • 04/10 “free – as the future of business” • 07/10 = 1.7 million social networks • Not a viable business model!? • Pack your digital bags again!? Keep that in mind when choosing a free solution! Two kinds of solutions:
  • 131. Free Open Source Social Network Engines Elgg Open Source – www.elgg.org • open source = pain to set up / always for free • “describes practices in production and development that promote access to the end product's source materials” – the core • Elgg is an open source social networking platform • Plugin-in based widgets and additions • No coding required if you don’t want to • Coding possible if you want to • some LAMP knowledge required • Profiles, Activity streams, (micro)
  • 132. http://community.elgg.org/ www.FacuLTEA.com
  • 133. • 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
  • 134. Launching a Social Network Service 0. Mobile 1. Photos, Videos, Latest Activity, Members, and Events 2. Keywords for discoverability 3. Welcome centre 4. FAQs 5. Moderation e.g. suspend members, own user moderation 6. Kick start with champions/evangelists/passionates 7. Latest activity 8. Giveaways e.g. book from authors/guest visiting library 9. Monitor registrations 10. Members/volunteers as moderators 11. Link to main web site 12. Promote content via email, Twitter & Facebook 13. Share content on Facebook
  • 135. Agenda 1. Marketing transition 2. Tools and tactics of social media 3. Birth of video analytics 4. Facebook fan marketing 5. Global faces and networked places 6. B2B Social Networking 7. Create and Grow Communities using elgg [ Guest Speaker] 8. Social Network Analysis 9. Social Dashboards Brand Monitoring & Management 10. Create and Grow Communities using Ning 11. Industry Adoption & ROI 12. Social Networking – Where to next ? 13. Where will the jobs come from ? ✔
  • 136. Social Graph Data 144 - who in a network responds to my offer ? - others like her in the network ? - Identify “Influencers” -Create rich profiles of demos, interests, behavior
  • 137. Media6 identifies who is closest to you “ your network neighbor” 145 “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
  • 138. Google already tracks who you email the most 146
  • 139. 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
  • 140. Key Network Measures • Degree Centrality • Betweenness Centrality • Closeness Centrality • Eigenvector Centrality krackkite.##h (modified labels) Connector (hub) Diana’s Clique Broker Boundary spanners Contractor ? Vendor
  • 141. 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
  • 142. Useful References • UCINET user guide • Tutorial Prof Hanneman • Network Analysis in Marketing (Webster & Morrison 2004) • www.insna.org (international network for social analysis)
  • 143. Data Language (DL) Filetype dl n=4 format=fullmatrix data: 0 1 1 0 1 0 1 1 1 1 0 0 0 1 0 0 dl n=4 labels: Sanders,Skvoretz,S.Smith,T.Smith data: 0 1 1 0 1 0 1 1 1 1 0 0 0 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
  • 144. 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.
  • 145. NodeXL - Excel 2007 template for viewing and analyzing network graphs www.codeplex.com/NodeXL
  • 146. Agenda 0. 4S’s 1. Marketing transition 2. Tools and tactics of social media 3. Birth of video analytics 4. Facebook fan marketing 5. Global faces and networked places 6. B2B Social Networking 7. Create and Grow Communities using elgg [ Guest Speaker] 8. Social Network Analysis 9. Social Dashboards Brand Monitoring & Management 10. Industry Adoption & ROI 11. Social Networking – Where to next ? 12. Where will the jobs come from ? ✔
  • 147. 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 155
  • 148. 8 Levels of Social Media 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? http://manobyte.com/blog/index.php/2008/11/what-is-social-media-analytics orginally adapted from Davenport T (2007), Competing on Analytics
  • 149. 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 157
  • 150. Conversation Gap - Vacation and Paris 158 * Total identified blogs: 99,181,005 @ 18 December, 2008
  • 151. Paris – Equity Share Analysis of Attributes 159 * Total identified blogs: 99,181,005 @ 18 December, 2008
  • 152. 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
  • 153. 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
  • 154. Agenda 0. 4S’s 1. Marketing transition 2. Tools and tactics of social media 3. Birth of video analytics 4. Facebook fan marketing 5. Global faces and networked places 6. B2B Social Networking 7. Create and Grow Communities using elgg [ Guest Speaker] 8. Social Network Analysis 9. Social Dashboards Brand Monitoring & Management 10. Industry Adoption & ROI 11. Social Networking – Where to next ? 12. Where will the jobs come from ? ✔
  • 155. 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
  • 156. How to launch a social network 1. Your network must be member-centric 2. Seed people in the network 3. Invite people via email 4. Set the tone 5. Send a reminder email http://blog.crowdvine.com/(February 1st, 2010)
  • 157. Agenda 0. 4S’s 1. Marketing transition 2. Tools and tactics of social media 3. Birth of video analytics 4. Facebook fan marketing 5. Global faces and networked places 6. B2B Social Networking 7. Create and Grow Communities using elgg [ Guest Speaker] 8. Social Network Analysis 9. Social Dashboards Brand Monitoring & Management 10. Industry Adoption & ROI 11. Social Networking – Where to next ? 12. Where will the jobs come from ? ✔
  • 158. Aggregation
  • 159. 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 opt-in for physicians.
  • 160. This Sentence Easily Would Fit on Twitter "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.The 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)
  • 161. The Red Cross handbook/policies help keep order http://sites.google.com/site/wharman/social-media-strategy-handbook
  • 162. •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
  • 163. Social Learning
  • 164. Social Travel
  • 165. Get Inspired Research Shop and Compare Buy Pre-trip Planning On Vacation Post Vacation Research flights for an upcoming trip Plan a road trip of over 150 miles Get specific advice about a travel destination from people you know or other travelers Research attractions (e.g. zoos, museums, etc.) at your destination Explore options by type of destination (e.g. beach, cruise, etc.) or geographic area (Western US, Europe, etc.) Get pictures or imagery of a vacation destination or a local area Research and plan a trip in a foreign country Organize and plan a last minute getaway Share your itinerary with people you know when planning a trip, for coordinating plans and adding to calendars (mobile) Find a condo or home to rent for a vacation Get specific advice about a travel destination from people you know or other travelers Research attractions (e.g. zoos, museums, etc.) at your destination • Top 12 travel tasks out of top 200 overall tasks in order of overall task importance. • Green shows top 5 tasks weighted on multiple factors (importance, frequency, etc.) Top 12 Travel Tasks Choose a vacation destination by looking at options meeting your criteria (e.g. type of trip, price, etc.) Research hotels for an upcoming trip
  • 166. Blog Mentions Sydney Opera House, TaJ Mahal & Great Wall China A review of the blogosphere on 8 June 2010 reveals 126.87 million blogs
  • 167. How Web 2.0 Supports the Myth of Paris 180 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
  • 168. 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 181
  • 169. 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?
  • 170. 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)
  • 171. The Social Web for Business Show me the money! Wallflowers (low – or no - engagement in 6 or less channels) Selectives (high engagement in 6 or fewer channels) Butterflies (low engagement in 7 or more channels Mavens (high engagement in 7 or more channels) *Source: Engagement db.com July 2009 Prepared by Wetpaint and Altimeter
  • 172. Potential Goals & Measures Goal Measure Learn customer requirements customer feedback Awareness & Sales people reached interactions Awareness New members Referrals re-tweets Customer satisfaction issues addressed Innovation implemented ideas
  • 173. Microblogging Measurement
  • 174. 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
  • 175. Agenda 0. 4S’s 1. Marketing transition 2. Tools and tactics of social media 3. Birth of video analytics 4. Facebook fan marketing 5. Global faces and networked places 6. B2B Social Networking 7. Create and Grow Communities using elgg [ Guest Speaker] 8. Social Network Analysis 9. Social Dashboards Brand Monitoring & Management 10. Industry Adoption & ROI 11. Social Networking – Where to next ? ✔ 12. Where will the jobs come from ?
  • 176. 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 190
  • 177. Social Media Development Market Dominated by major social networks and portals Diversify into media and commerce Enterprise penetration Business models Tests in social media spending Spending on profile-based targeting Targeting based on implicit data and social behaviors 2009 20112010 Adapted from Altimeter Group
  • 178. 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 192
  • 179. Social Engineering Attacks • Malicious software (malware) is installed into a computer fixed or mobile − to collect personal information over time. • Computers or mobile devices are hacked for personal data. • Phishing – criminals use deceptive e-mails to get users to divulge personal information, includes luring them to fake bank and credit- cards websites. “Pharming”: using deceptive e-mail messages to redirect users from an authentic website to a fraudulent one, which replicates the original in appearance. – “SMiShing”: sending text messages (“SMS”) to cell phone users that trick them into going to a website operated by the thieves. Messages typically say that unless users go to the website and cancel, they will be charged for services they never actually ordered. – “Spear-phishing”: impersonating a company employee/employer via e- mail in order to steal colleagues’ passwords/usernames and gain access the company’s computer system. ID thieves misuse victims’ personal info.
  • 180. 195 Inappropriate Contact with Strangers and Bullies Public info: Name, Profile Picture, Current City, Gender, Networks, Friend List and Pages.
  • 181. Sharing Your Content and Information Date of Last Revision: April 22, 2010 Statement of Rights and Responsibilities You own all of the content and information you post on Facebook, and you can control how it is shared through your privacy and application settings. In addition: For content that is covered by intellectual property rights, like photos and videos ("IP content"), you specifically give us the following permission, subject to your privacy and application settings: you grant us a non-exclusive, transferable, sub-licensable, royalty-free, worldwide license to use any IP content that you post on or in connection with Facebook ("IP License"). This IP License ends when you delete your IP content or your account unless your content has been shared with others, and they have not deleted it. When you delete IP content, it is deleted in a manner similar to emptying the recycle bin on a computer. However, you understand that removed content may persist in backup copies for a reasonable period of time (but will not be available to others). When you use an application, your content and information is shared with the application. We require applications to respect your privacy, and your agreement with that application will control how the application can use, store, and transfer that content and information. (To learn more about Platform, read our Privacy Policy and About Platform page.) When you publish content or information using the "everyone" setting, it means that you are allowing everyone, including people off of Facebook, to access and use that information, and to associate it with you (i.e., your name and profile picture). We always appreciate your feedback or other suggestions about Facebook, but you understand that we may use them without any obligation to compensate you for them (just as you have no obligation to offer them).
  • 182. “A periodic check of new people from your networks on other sites”
  • 183. Eliminates “re-friending” 198 TheInsider.com allows users to bring in their Facebook friends Avoids building yet another siloed social network
  • 184. Your friends’ activities in context around “objects” with GetGlue
  • 185. The same toolbar appears on IMDb
  • 186. The toolbar shows Chris’s comments from Wikipedia 201
  • 187. Share with friends. Boxee makes it easy for friends to share their favorite movies, TV Shows, and songs with each other, on Boxee or on social networks like Facebook and Twitter. Livestation All your channels in one place Surf and email while you watch Instant, live chat with others watching Livestation Desktop alerts bring you breaking news and Livestation updates TV 3.0
  • 188. Agenda 0. 4S’s 1. Marketing transition 2. Tools and tactics of social media 3. Birth of video analytics 4. Facebook fan marketing 5. Global faces and networked places 6. B2B Social Networking 7. Create and Grow Communities using elgg [ Guest Speaker] 8. Social Network Analysis 9. Social Dashboards Brand Monitoring & Management 10. Create and Grow Communities using Ning 11. Industry Adoption & ROI 12. Social Networking – Where to next ? 13. Where will the jobs come from ? ✔
  • 189. Social Strategy: How do we do it? Strategy, Management, Resources
  • 190. Serve customers through listening and responding to needs vs marketing or advertising. Focus on launching and growing the community through: Invite creators and influencers to become charter members of the community Create evangelists through providing exclusive access to new information, attendance at pre-launch party and have them provide feedback for future initiatives Start community with conversations and have community manager encourage sharing stories of problems, overcoming issues and successes Ensure community can be readily found with links from web sites, blogs and other popular social media. Accelerate community adoption through existing marketing efforts including emails newsletters and create a sense of urgency. Community Manager
  • 191. Community Manager Toolkit – iGoogle as your home page – Google Blog Search – Twitter Search and TweetGrid – BackType – FriendFeed – GoogleReader and PostRank
  • 192. 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
  • 193. 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
  • 194. 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
  • 195. Caution! “Children never put off till tomorrow what will keep them from going to bed tonight” ADVERTISING AGE