Social media mktg practicefor planet ark
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Social media mktg practicefor planet ark

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Workshop conducted for Planet Ark in Sydney at Customs House.

Workshop conducted for Planet Ark in Sydney at Customs House.

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  • Also, think Mobile we will discuss UK stats shortly from December released over weekend. Social Media moving rapidly to be the gateway to web content Facebook has replaced her newspaper as the go-to place for relevant news in Susie’s life. It's not hard to imagine a near future where Facebook (and sites like it) also replace a lot of the ways we use atomized search.For people who are deeply immersed in social media, social networks are already a much heavier influence on personal choices--where to visit, what concert to attend--than traditional advertising. Which means that your organization's website--a brochure out in the wilderness of the Web--is only going to remain relevant and useful as a marketing piece if it is being referenced in the social context of your users' lives. the next generation of Web users may find what they want by using their social network rather than a search algorithm. Social Media changes way we deal with web and in a sec we see mobile.
  • Social Objects:Books --- AmazonVideo ---- YouTubePhotos --- Flickr
  • Youtube = self expression, Fb = social life & linkedin =business relationshipCategorisation:Generate content ,share or CollaborateShare = information, contentEngage = listen, discuss, encourageRelationshipsWhat should we share ? How ? Also for engagement & relationships
  • http://wikifashion.com/wiki/Main_Page (see popular brands and new pages) – Brisbane based. & wikiscannerHow Can You Use Wikipedia?•Create unbiased articles about your company, executives and important news stories> Web site traffic increase•Cross-reference your articles with related articles > New user discovery•Reputation managementSubscribe to updates to monitor changes Manage photos, links, content, etc.
  • http://wikifashion.com/wiki/Main_Page (see popular brands and new pages) – Brisbane based. & wikiscannerHow Can You Use Wikipedia?•Create unbiased articles about your company, executives and important news stories> Web site traffic increase•Cross-reference your articles with related articles > New user discovery•Reputation managementSubscribe to updates to monitor changes Manage photos, links, content, etc.
  • http://beta.twittervision.com/http://twitoaster.com/country-au/ for Aussie twitters Build real relationships by replying, retweeting, and joining discussionswww.twitterfall.comTweetstatsPredictor for blogs
  • http://analyzewords.com/RT, or retweetTo help share cool ideas via Twitter and to give a shout-out to people you respect, you can repost their messages and give them credit. People call that retweeting (or RT), and it usually looks something like this: “RT @Username: Original message, often with a link.” Retweeting is common, and it’s a form of conversation on Twitter. It’s also a powerful way to spread messages and ideas across Twitter quickly. So when you do it, you’re engaging in a way people recognize and usually like—making it a good way to connect.Hashtag (#)Twitter messages don’t have a field where you can categorize them. So people have created the hashtag—which is just the # symbol followed by a term describing or naming the topic—that you add to a post as a way of saying, “This message is about the same thing as other messages from other people who include the same hashtag.” Then, when somebody searches for that hashtag, they’ll get all of the related messages.For instance, let’s say you post, “Voted sixty times in tonight’s showdown. #AmericanIdol.” Your message would then be part of Twitter search results for “#AmericanIdol,” and if enough people use the same hashtag at once, the term will appear in Twitter’s Trending Topics.Companies often use hashtags as part of a product launch (like #FordFiesta), and conferences and events frequently have hashtags associated with them (like #VRPS).Shortened URLsWith just 140 characters at your disposal, Twitter doesn’t give you much room to include URL links—some of which are longer than 140 characters themselves. If you post a link on Twitter via the website, sometimes we automatically shorten the URL for you. There are also a number of services—URL shorteners—that take regular links and shrink them down to a manageable length for tweets, and some even let you track clicks.
  • 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 “Brand” 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.
  • Diana – max links (degree centrality) most connected – connector or hub – number of nodes connected – high influence of spreading info or virusHeather – best location powerful figure as broker to determine what flows and doesn’t –single point of failure – high betweeness = high influence – position of node as gatekeeper to exploit structural holes (gaps in network)Fernado & Garth – shortest paths = closeness – the bigger the number the less centralEigenvector = importance of node in network ~ page rank google is similar measure
  • For participation on Amazon see: http://www.amazon.com/review/top-reviewers-classic

Social media mktg practicefor planet ark Social media mktg practicefor planet ark Presentation Transcript

  • Social Media Marketing Practice
    GreatMystery14
    Suresh S.
    soody
    soody
    www.facebook.com/sureshsood
    ssood
    Hero5!
    twitter.com/soody
    www.bravenewtalent.com/talent/suresh_sood
    www.linkedin.com/in/sureshsood
    GeektoidMangala
    scuzzy55
    suresh.sood@uts.edu.au
    http://www.slideshare.net/ssood/social-media-mktg-practicefor-planet-ark
  • The Anthropomorphy of Destination Brands : Building the Emotional Link with Consumers through Film and Social Media, November 2010
    http://www.sustainabletourismonline.com/52/sales-and-distribution/
    global-tourism-and-travel-distribution-changes-impacts-and-opportunity-for-australian-tourism
  • Archetype Detection in First Person Consumer Stories
  • “…Blogs are like conversations with friends. You share what you feel and what excites you about certain things. It's almost as good as being there. The fact that others can Google your topic and read is like tuning into a television station.
    We all want to know what's out there. Who's doing what, shopping where and what products help others. Blogs are just another way to share all the great things, not so great things and just a part of who we are. An outlet if you will. The blogisphere community is all connect and we make contacts in many ways. Through posts, through twitter conversations, through smaller nit community's, live web casts, and through conferences that we met in person. We make many friends and help each other with lot of topics. Many of us are Mom bloggers who stay at home and have no way of making new friends or communicating with others until we found blogging. Blogging creates friendships and that's what makes us real and connected”.
    40 year old Mom blogger “nightowlmama” (#260)
  • Relationships # Technologies
    Social
    architecture
    conversations
    relationships
    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
  • Social Gesture
    @
    Block
    Bookmark
    Check-in (Foursquare)
    Comments
    #tags
    (Un)Follow
    Like (Facebook)
    Share
    Pokes
    Retweet
    Reblog
    Status update
    (Un)Subscribe
  • Agenda – SMMP (Planet Ark)
    Marketing transition ✔
    Social media marketing approach & marketing brand “you”
    What’s your story in your own voice?
    Blogging
    Listening or monitoring your brand
    Social tools & tactics
    Effectiveness of YouTube
    Facebook for business and fan marketing
    Social media analytics
    Conducting social media campaigns & brand presence
    Which platforms to develop your community ?
    Q & A
  • Facebook is My Newspaper(Susie Wilkening, http://reachadvisors.typepad.com/)
  • Australia Leads Average Time Spent per Person on Facebook
  • Australian Facebook DemographicsSource:checkfacebook.com – 22/11/10
    Country Audience
    9,530,800
    (1.74% of global)
  • Social Media Marketing Practice is not Conventional Marketing
    “a many-to-many mediated communications model in which
    consumers can interact with the medium, firms can provide
    content to the medium and, in the most radical departure from
    traditional marketing environments, consumers can provide
    commercially oriented content to the medium.”
    Hoffman & Novak, 1997
  • Pyramid of Economics of Social Content
    Original Content = X
    Original Content + Ratings/Reviews = 2X
    Original Content + Ratings/Reviews + User generated content = 4X
    Source: Happe R. (2009) Social Media in the Enterprise, GigaomPRO
    HGTV
    Rate My Space
    • over 22MM page views per month, adding new ad revenue
    • 3 additional campaigns and launched new tv series based on the online content
  • How to Participate in Conversations
    Conversational calendar
    Keywords/Vocabulary online & offline
    What topics do your customers care about ?
    What topics are trending in your industry
    Monitor existing social media via dashboard e.g. Fb or Twitter
    Use complaints or opportunity to discuss solutions
    Become an expert providing service through social exchange
  • Age profile of persons using the internet via mobile phone
  • Average Time Spent per Day with Major Media (US Adults) 2008-10
    Source: eMarketer, Dec 2010
  • Agenda – SMMP (Planet Ark)
    Marketing transition
    Social media marketing approach & marketing brand “you”
    What’s your story in your own voice?
    Blogging
    Listening or monitoring your brand
    Social tools & tactics
    Effectiveness of YouTube
    Facebook for business and fan marketing
    Social media analytics
    Conducting social media campaigns & brand presence
    Which platforms to develop your community ?
    Q & A

  • Wine Communities
  • Social ApproachBest 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
  • Agenda – SMMP (Planet Ark)
    Marketing transition
    Social media marketing approach & marketing brand “you”
    What’s your story in your own voice? ✔
    Blogging
    Listening or monitoring your brand
    Social tools & tactics
    Effectiveness of YouTube
    Facebook for business and fan marketing
    Social media analytics
    Conducting social media campaigns & brand presence
    Which platforms to develop your community ?
    Q & A
  • TREND
    Motivation to Blog
    The Journal of Advertising Research (Huang et al., Dec 2007) identified five major motivations for a blogger to blog:
    self-expression
    life documenting
    commenting
    forum participating
    information searching
    The idea of being able to escape the real world
    Web-based technologies help to unlock existing human needs
  • Tag Cloud of Paige’s Story About Travel to Paris
    Created from Daniel Steinbock’sTagCrowd under Creative Commons ©
    25
  • Elaboration of Trip to Paris Blog Story (Means-End & Heider)
    Woodside,Sood & Miller 2008 When Consumers and Brands Talk Psychology & Marketing
    18."We went on Fat Tire's day trip to Monet's gardens and house in Giverny, about an hour outside Paris."
    17. "I wanted Paige to get a feel for shopping experiences that she would not have at home (aka the ubiquitous mall). "
    19....."I know Paige will
    treasure the memory of
    this girl's trip for many
    years to come."
    +
    16. "On our trip to Giverny, we met a young woman from Brisbane, Australia who was traveling on her own and we invited her to join us. Three of us enjoyed delicious and innovative soufflés, while Paige had the rack of lamb. We shared two dessert soufflés, one chocolate and the other cherry/almond. Yum"
    +
    3. Paris
    11.Sites
    • The Marais
    • Notre Dame
    • L'Arc de Triomphe - 248 steps up and 248 steps down...
    • Champs Elysee
    • Jacquemart Museum
    • Louvre Lite
    • Musee D'Orsay
    • Les Invalides, Napoleon's Tomb and the Napoleon Museum
    • Sacre Coeur
    • Monmartre
    • Rodin Museum
    • Pompidou Museum
    • Train to Vernon, bike to Giverny with Fat Tire Bike Tours
    • http://www.fattirebiketoursparis.com/
    • Eiffel Tower
    +
    1.Gayle
    +
    15." Michael Osman is an American artists living in Paris."
    "He supplements his income by being a tour guide." I" found out about him on Fodors"
    "So I engaged Michael for two days."
    +
    2. Paige
    14. "They had decide to come to Paris to find the Harley Davidson store so they could buy Harley Paris t-shirts."
    +
    4.”The occasion was my cousin Paige’s 16th”
    5. “I am a Canadian and get by in French.”
    13."The father stretched out his cupped hands which held all of the pieces they were able to recover, including the memory stick and he very solemnly said, "El muerto...".
    9. "I bought a Paris Pratique pocket-sized book at a Metro station. This handy guide has detailed maps of each arrondisement, as well as the metro lines, the bus lines, the RER and the SCNF (trains). I'll never be without this again."
    6. "All I can say is WOW! We rented a 2 bedroom, 1 ½ bath apartment (two showers), "Merlot" from ParisPerfect http://www.parisperfect.com/ and boy was it ever perfect! "
    12. Unforgettable Memories
    "This trip had so many memories, but here are a few choice highlights........On our very first night, knowing that the Eiffel Tower light show started at 10:00 p.m.... she [Paige] dropped
    her camera…down 6 flights…we were stunned…Spanish
    Family below standing below [with pieces of the camera]”
    10."Six months before our trip, I gave Paige a couple of good guide books on Paris and suggested she let me know what her interests were since after all, this was to be her trip."
    7. “We had a full view of the Eiffel from our charming little terrace. ....We were within walking distance to two metro stops (Pont d'Alma or Ecole Militaire) "
    8. "We were walkable to many good bistros, cafes and bakeries and only a few blocks from the wonderful market street Rue Cler."
    26
  • Linguistic Inquiry and Word Count (LIWC)Text Analysis : The Psychological Power of Words
    27
    Pennebaker, J. W., Francis ME, Booth RJ. (2001). Linguistic Inquiry and Word Count (LIWC): LIWC2001. Mahwah: Lawrence Erlbaum Associates.
  • 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/
    28
  • 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”
    29
  • Agenda – SMMP (Planet Ark)
    Marketing transition
    Social media marketing approach & marketing brand “you”
    What’s your story in your own voice?
    Blogging ✔
    Listening or monitoring your brand
    Social tools & tactics
    Effectiveness of YouTube
    Facebook for business and fan marketing
    Social media analytics
    Conducting social media campaigns & brand presence
    Which platforms to develop your community ?
    Q & A
  • 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
    31
  • Conversation Gap - Vacation and Paris
    32
    * Total identified blogs: 99,181,005 @ 18 December, 2008
  • Conversation Gap - Vacation and Paris or Sydney
    33
    * Total identified blogs: 151,048,780 @ 24 November, 2010
  • Paris – Equity Share Analysis of Attributes
    34
    * Total identified blogs: 151,048,780@ 24 November, 2010
  • How Social Media Supports the Myth of Paris
    35
    Casablanca
    “We'll Always Have Paris”
    Lamps, Eiffel Tower,france,
    night, street, notredame,
    bw, church, architecture,
    toureiffel, city, cathedral,
    louvre, museum
    City of love , city of lights, landmarks , museums & galleries, Cafés, coffee, conversations, friendship, artists, lovers, philosophers
  • Social Object
  • “…why social objects are the future of marketing.” (MacLeod 2008)
    Social Networks form around Social Objects**, not the other way around.
    (** Term attributed to JyriEngstrom) MacLeod Hugh (2008) GapingVoid.com
  • Agenda – SMMP (Planet Ark)
    Marketing transition
    Social media marketing approach & marketing brand “you”
    What’s your story in your own voice?
    Blogging
    Listening or monitoring your brand ✔
    Social tools & tactics
    Effectiveness of YouTube
    Facebook for business and fan marketing
    Social media analytics
    Conducting social media campaigns & brand presence
    Which platforms to develop your community ?
    Q & A
  • Listening or Monitoring [Brand] Conversations
    Start immediately with Netvibes and vocabulary
    Social Media Dashboard
    All social media sources relating to brand
    RSS technologies
    Mashups(e.g. YouTube, Flickr, Twitter, Nielsen, Google )
    Weak Signals
    Twitter early warning in advance of blogging
    Set up comprehensive Google Alerts
    Set up a Google reader with relevant blogs and new feeds
    Use Twitter Search to follow hashtagsand keywords in Twitter streams
    39
  • Agenda – SMMP (Planet Ark)
    Marketing transition
    Social media marketing approach & marketing brand “you”
    What’s your story in your own voice?
    Blogging
    Listening or monitoring your brand
    Social tools & tactics ✔
    Effectiveness of YouTube
    Facebook for business and fan marketing
    Social media analytics
    Conducting social media campaigns & brand presence
    Which platforms to develop your community ?
    Q & A
  • Social Media Concepts
  • Social Media Marketing Challenge
    Low engagement consumer(click on content : limited effort & no content generation )
    Bookmarking
    Clicking a link to share info or start a discussion thread
    Video or photo viewing
    Rate a service
    Touch someone, teleport or gesture via avatar in Second Life (SL) virtual tourist location
    Microblogging (Twitter) – 140 characters SMS (excludes Australia)
    Commenting on a blog entry
    Write a review
    Create a video blog entry/vlog
    Build a city in SL, allow avatars to vote on favorite monuments or learn a language
    High engagement consumer( effort spent on content creation e.g. take a video, create artifact )
    Level of Engagement  Brand Signal  Brand Equity
  • Social Networking
    Technology and services creating unique personal profiles, mapping out relationships, and leveraging connections to accomplish a task.
    Key characteristics of Network :
    • Personal Profile
    • Visible Relationships
    • Connections
    Profiles: The Real Value Of Social Networks by Charlene Li, Forrester, July 2004
  • Popular Social Networking Sites by Country
    China (420 M) - QQ, Xiaonei (now RenRen), 51, Tencent
    UK - Facebook, Bebo, MySpace
    NZ - Facebook, Bebo MySpace
    USA - Facebook, MySpace, Twitter
    Korea – Cyworld
    Japan – Twitter, Mixi.jp (22 M users at 31/10)
    Germany - Facebook, StudiVZ, MySpace
    These social networks exclude popular dating sites
    e.g. Flirtomatic (UK) and loveonline (NZ)
  • 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
  • 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
  • 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 to tell the story
  • UStream.tv
    • Live streaming video from desktop or smartphone
    • With a laptop and a Web cam or camcorder connectedyou can easily broadcast live from an event
    • Easy to embed in your blog or Facebook via application
    • Show pages allow for audience to chat and comment on an episode
  • Mashups
    Web application combining data from more than one source into a single integrated view or tool
    Online directory of mashups: http://programmableweb.com/mashups
  • 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/)
  • A Look at the Numbers
    Worldwide visitors approached 10M in Feb 2009, up 700+% vs. Feb 2008 (Comscore)
    180 M unique visitors per month( Huffington Post, 30/4/2010)
    105,779,710 registered users (ibid)
    60+% stopped using Twitter a month after joining (Neilsen Online, via Reuters)
    Older than you think!
    18-24 year olds 12% less likely than average to visit Twitter
    25-54 year old crowd is driving this trend
    45-54 year olds 36% more likely to visit Twitter, making them the highest indexing age group
    Next is 25-34 year olds: 30% more likely
    Twitter rose to over 800,000 users in June 2009, up from 13,000 in 2008**
    Twitter gets a total of 3 billion requests a day via its API
    Twitter's search engine receives around 600 million search queries per day.
    2007 ~ 5,000 tweets per day
    2008, ~ 300,000 tweets per day
    2009 ~2.5 million tweets every day
    End 2009 Tweet growth 1,400% reaching 35 million tweets per day
    Feb 2010 Twitter sees 50 million tweets created per day or 600 TPS
    Source :Measuring Tweets, twitter blog, @kevinweil, viewed July 5 2010
    <http://blog.twitter.com/2010/02/measuring-tweets.html>.
    Source: Reuters reporter Alexei Oreskovic.
    ** comScore study, June 2009 Reported in Marketing Charts, August 17th 2009
  • TWITTER
    Ambient intelligence
    A giant “coffee shop”
    Limited to 140 characters
    Use Twitter to :
    post blog updates
    connect with existing members
    recruit new members
  • 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
  • DM (Direct Message)
    Direct messages (DMs) are Twitter’s private messaging channel like Instant Messaging.
    Tweets appear on your home page under the Direct Messages tab
    Email notifications turned on, you’ll also get an email message when somebody DMs .
    DMsdon’t appear in either person’s public timeline or in search results. No one but you can see your DMs.
    You can send DM only to people who are following you. Conversely, you can receive them only from people you’re following.
    You can send DMs from the Direct Messages tab by using the pull-down menu to choose a recipient and then typing in your note. To send a DM from your home page, start your message with “d username,” like this:
    dStephenieHow about next Monday?
  • Finding People to Follow
    Go to www.search.twitter.com
    In the advanced search field enter: near:2066 within:25km
    Replace with your zip code and extend radius if desired
    The search results include all Tweeters based within your area
    Click on a user name and their Twitter page will open
    Click “Follow”
    Repeat steps as many times over to check users of interest
    If you find a local Twitter with lots of followers go to their page and click on the pictures on their page of their followers
    www.tweetva.com to check a Twitter business listing
    www.wefollow.comand “Enter a Tag” to follow the results
    Visit pages of people who follow you and check out their followers to see if you want to follow them
  • Now this is word of mouth!
  • This is Negative WOM!
    Should We Care?
  • Feedback & Complaints Management
    CustomerService
    Direct sales via links & Promotions
  • Twitter Tools & Applications
    CommuterFeed.comusers tweet traffic info
    TweetDeck
    TweetStats
  • Botanicalls - Tweets when Plants Thirsty
  • Foursquare
    41% of traffic came from Facebook and Twitter (users share)
    Foursquare announced 275,00 check-ins in one March day (2010)
    UTS Library Kuring-gai (Lindfield, NSW, Australia)
    “A free USB car charger for whoever is the Mayor of UTS Library Kuring-gai on the 6th of December! To claim your prize come to the research help desk!”
    Checkout offers http://foursquare.com/businesses/
    Venue ownerchecks real time stats
    Recentvisitors, frequent, time of check in gender, broadcast to Fb and Twitter
    * Stats from Hitwise
  • LinkedIn
    Over 75 million users
    1M+ professionals in Australia as of November 2010
    Widely used in Financial Services (Sydney, Brisbane & Melbourne)
    Australian member usage
    ~ 8 minutes per month
  • 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
  • Guy Kawasaki’s 11 Ways to Use LinkedIn:
    1. Increase your visibility
    2. Improve your connectability
    Improve your Google PageRank
    4. Enhance your search engine results
    5. Perform blind, “reverse,” and company reference checks
    6. Increase the relevancy of your job search
    7. Make your interview go smoother
    8. Gauge the health of a company
    9. Gauge the health of an industry
    10. Track startups.
    11. Ask for advice. (LinkedIn Answers)
    Source: http://blog.guykawasaki.com/2007/01/ten_ways_to_use.html
  • TV 3.0
    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
    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.
  • 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
    Use RSS feeds to help streamline your social media workflow
    Bloglines Web-based aggregator www.bloglines.com
  • 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 largescale controlled membership
    Use Events to Generate Attendance
    Causes: Donations
    Note: “Groups” # “groups”
  • 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
  • “New Rules of New News Releases”
    Don’t send news releases only when “big news” is happening
    Find good reasons to send news releases all the time
    Don’t just target a handful of journalists
    Create news releases appealing directly to your buyers.
    Write releases rich with your keywords
    Include compelling offers consumers action
    Add social media tags with keywords so release can be found
    Drive people into the sales process with a news release.
    David Meerman Scott’s The New Rules of Marketing and PR, 2007
  • Agenda – SMMP (Planet Ark)
    Marketing transition
    Social media marketing approach & marketing brand “you”
    What’s your story in your own voice?
    Blogging
    Listening or monitoring your brand
    Social tools & tactics
    Effectiveness of YouTube ✔
    Facebook for business and fan marketing
    Social media analytics
    Conducting social media campaigns & brand presence
    Which platforms to develop your community ?
    Q & A
    • Check out http://www.youtube.com/t/creators_corner e.g. 3D, cloud editor
    • Interview people, have a talk show, do a video blog with commentary, make short films, be creative
    • Embed the video on your blog. Embed code is readily available to the right of your videos on YouTube
    • Username becomes a channel
    • Tag videos with appropriate key terms to help others find your content
    • Explore and post other sites, like Vimeo, Viddler
  • YouTube Insight – Video Analytics
  • User generated video reviews show strong presence of strategic advertising elements
  • Agenda – SMMP (Planet Ark)
    Marketing transition
    Social media marketing approach & marketing brand “you”
    What’s your story in your own voice?
    Blogging
    Listening or monitoring your brand
    Social tools & tactics
    Effectiveness of YouTube
    Facebook for business and fan marketing✔
    Social media analytics
    Conducting social media campaigns & brand presence
    Which platforms to develop your community ?
    Q & A
  • Comparing User Engagement Across Different Ad Types
    (Psychster and allrecipes.com, 2010)
    Sponsored Content ads, in which individuals viewed a holiday page that was “brought to you by” a leading brand, were the most engaging but produced the least purchase intent of the 7 ad types tested.
    Corporate Profiles on social-networking sites produced greater purchase intent and more recommendations when users could become a fan and add the logo to their own profiles than when they could not.
    Give and Get Widgets in which individuals could create and customize something (a car or a dinner menu) and then either send it to a friend (“give” widget) or keep it for themselves (“get” widget) were more engaging than traditional banner advertisements but no more likely to produce an intent to purchase.
    Above conclusions held across brands (a leading soup brand and a leading car brand) and publishers (on Allrecipes.com and on Facebook.com), but like traditional ads, widgets had increased success if the brand was relevant to the website (i.e a soup brand on a cooking website).
  • Agenda – SMMP (Planet Ark)
    Marketing transition
    Social media marketing approach & marketing brand “you”
    What’s your story in your own voice?
    Blogging
    Listening or monitoring your brand
    Social tools & tactics
    Effectiveness of YouTube
    Facebook for business and fan marketing
    Social media analytics✔
    Conducting social media campaigns & brand presence
    Which platforms to develop your community ?
    Q & A
  • 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
  • A New Way of Marketing ?
    Social Network
    Marketing
    1:1
    Marketing
    ‘All Customers
    in a network
    interrelated’
    Segment
    Marketing
    ‘All Customers are different’
    ‘All Customers
    in a segment
    the same’
    Shotgun
    Marketing
    ‘All Customers
    the same’
  • 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
  • Social Network Representation
    Primary focus is actors & relationships # actors & attributes
    Nodes (Actors) connected by Links (Ties/relationship or edge)
    Links represent flows or transfer
    material goods or information
    Adjacency list
    1: 2
    2: 1, 3
    3: 2
    1
    Graph or
    sociogram
    2
    3
    Adjacency matrix
    1 2 3
    0 1 0
    1 0 1
    0 1 0
    1
    2
    3
    Relationship
    Actors
    1 = presence of link
    0 = no direct link
  • Facebook Object Types for Social Graph
    latitude
    longitude
    street-address
    locality
    region
    postal-code
    country-name
    Contact Info :
    email
    phone_number
    fax_number
    location
  • Key Network Measures
    Degree Centrality
    Betweenness Centrality
    Closeness Centrality
    Eigenvector Centrality
    Diana’s
    Clique
    krackkite.##h (modified labels)
    Connector
    (hub)
    Vendor
    Contractor ?
    Broker
    Boundary spanners
  • NodeXL - Excel 2007 template for viewing and analyzing network graphs
    www.codeplex.com/NodeXL
  • Canada
  • Canadian Rockies
  • Tiffany Co.
  • LVMH – Louis Vuitton
  • Agenda – SMMP (Planet Ark)
    Marketing transition
    Social media marketing approach & marketing brand “you”
    What’s your story in your own voice?
    Blogging
    Listening or monitoring your brand
    Social tools & tactics
    Effectiveness of YouTube
    Facebook for business and fan marketing
    Social media analytics
    Conducting social media campaigns & brand presence ✔
    Which platforms to develop your community ?
    Q & A
  • Agenda – SMMP (Planet Ark)
    Marketing transition
    Social media marketing approach & marketing brand “you”
    What’s your story in your own voice?
    Blogging
    Listening or monitoring your brand
    Social tools & tactics
    Effectiveness of YouTube
    Facebook for business and fan marketing
    Social media analytics
    Conducting social media campaigns & brand presence
    Which platforms to develop your community ? ✔
    Q & A
  • Social CRM
    Social Networking Platforms And Online Group Services
    Member profiles
    Blog: Collaborative blog
    Forum discussion
    Shared calendar
    Photo galleries
    Video
    Gartner Magic Quadrant for Social CRM
    (June 2010)
    nouhailler.wordpress.com/2010/10/15/social-networking-platforms-and-online-group-services/
  • Free Open Source Social Network Engines
    Elgg Open Source – www.elgg.org
    • open source is often difficult to set up (pretty normal for free)
    • Elgg is an open source social networking platform
    • Plugin-in based widgets and additions
    • No coding required if you don’t want to
    • Coding possible if you want to
    • some LAMP knowledge required
    • Profiles, Activity streams, (micro) Blogging, Groups &
    Discussions, Pages, Photo & Video Gallery…
  • Groups
  • Microblogging
  • Real-time updates :on site, groups and channel activity.
  • Rich, informative profiles for employees, managers and partners
  • Existing Implementations
    Government
    * The Executive Lounge
    * Hedgehogs.net
    * Hill and Knowlton
    * Institute of Executive Coaching
    * Interactive Games & Entertainment Association
    * Live Out There
    * UnltdWorld
    * Wiley Publishing
    * Oxfam
    * Royal College of British Architects
    * Australian Government
    * British Government
    * Federal Canadian Government
    * MITRE
    * New Zealand Ministry of Education
    * State of Ohio, USA
    * The World Bank
    * UNESCO
    * United Nations Development Programme
    * Canadian Employment and Immigration Union
    * Tides Canada
    Businesses
  • Launching a Social Network Service
    What is your social object ? Define your verbs
    Mobile
    Photos, Videos, Latest Activity, Members, and Events
    Keywords for discoverability
    Welcome centre
    FAQs
    Moderation e.g. suspend members, own user moderation
    Kick start with champions/evangelists/passionates
    Latest activity
    Giveaways e.g. book from authors/guest visiting library
    Monitor registrations
    Members/volunteers as moderators
    Link to main web site
    Promote content via email, Twitter & Facebook
    Share content on Facebook
  • 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
  • Social Strategy: How do we do it?
    Strategy, Management, Resources
  • 0.1
    0.003
    0
    5
    0.2
    1
    95
    99.8
    99
  • Levels of User Engagement
    Curators
    Moderate a forum Edit a wiki
  • “Elegant Organisation”
    You don’t start communities. They already exist. They’re already doing what they want to do. The question you should ask is how you can help them do that better. Bring them “elegant organisation”.
    Jeff Jarvis (2009) quoting Mark Zuckerberg (Creator of Facebook) in
    “What Would Google Do?” Harper Business
  • Community Manager
    Serve customers through listening and responding to needs vs marketing or advertising.
     
    Focus on launching and growing the community through:
     
     
    Invite creators and influencers to become charter members of the community
     
    Create evangelists through providing exclusive access to new information,
    attendance at pre-launch party and have them provide feedback for future initiatives
    Start community with conversations and have community manager encourage sharing
    stories of problems, overcoming issues and successes
     
    Ensure community can be readily found with links from web sites, blogs
    and other popular social media.
     
    Accelerate community adoption through existing marketing efforts including
    emails newsletters and create a sense of urgency.
  • Curator
    Hearts, Keys and Puppetry – Twitter Fairy Tale
    Neil Gaiman fantasy Writer
    124 Contributors over 8 days
    10,000 tweets  874 via editorial curation
    Marie Lenatupot and Tim Stock, What's next for segmentation? Admap Magazine, Feb 2010
  • Caution!
    “Children never put off till tomorrow what will keep them from going to bed tonight”
    ADVERTISING AGE
  • Agenda – SMMP (Planet Ark)
    Marketing transition
    Social media marketing approach & marketing brand “you”
    What’s your story in your own voice?
    Blogging
    Listening or monitoring your brand
    Social tools & tactics
    Effectiveness of YouTube
    Facebook for business and fan marketing
    Social media analytics
    Conducting social media campaigns & brand presence
    Which platforms to develop your community ?
    Q & A✔