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Social Media Marketing Practice - Teaser for
Universität Hamburg

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  • Social graph in the following order: you, your social network friends, friends-of-friends, your followers, and the overall community.Wall Street feed – simple way to navigate social network of friends social gestures and your –efficient, increased engagementGoogle Open Social Attention Streams (already included in Plaxo Pulse) - MySpace Friends Updates -Netvibes Activities-LinkedIn Network UpdatesHigh social engagement vs traditional media (radio, tv, print, outdoor) with low engagement. This is about dialogue, interactivity, informality, people + technology & niche NOT Tradigital for mass using push, automation & technology only. Social Media Marketing practice centres around – networks, communities, blogs and microblogging. Traditional business functions can be socialised e.g. legal, supply chain, R&D, HR…Social Strategy (Media) - through sharing; engaging; building relationships and influencingincrease our reach, influence and relevancecreate ambassadors to support and promote what we dopersonalise interactionsencourage and grow communities through a critical mass of active cultural and scientific participants maximise revenuechange our work models from one-to-one communication to many-to-many communicationmove from providing information to creating shared meaning with audiences
  • 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
  • Combine traditional and social data to create a Social CRM Build social fields into customer contact informationTrack social media interactions with customers.Understand where customers hang with social media dataCollect customer feedback from social channels.
  • 1000 passionate fans told 10 friends who told 10 friends 100,000 people who have been told by someone they trust and care aboutReasons to Forward an Email:Humour: 78%A Recommendation 50%Involve in a Competition 49%Earn yourself Benefits 15%Raise money for a charity 15%Sex 11%Make you feel appreciated 10%Join a Petition 10%Embarrass them 10%Source: Sharpe Partners/BurstonMartsteller
  • Community Manager is also StorytellerPast: Facilitated story creation through activating community discussions, sharing member stories within the community. In the past, storytelling on an internal level wasn’t heavily emphasized.Present: Seeks out and shares the most relevant and meaningful stories of community members with the entire community and within company walls. Future: Will be soughtout more heavily and will work to show internal and external community players not only how things are being done, but why they’re being done and their impact on the bigger picture.Action Steps:Align business objectives.Develop progress reports.Establish emotional investment.
  • Virtual teaser

    1. 1. Social Media Marketing Practice –A Teaser <br />GreatMystery14<br />Suresh S.<br />soody<br />soody<br /><br />ssood<br />Hero5!<br /><br /><br /><br />scuzzy55<br />GeektoidMangala<br /><br /><br />1<br />
    2. 2. Agenda<br />What makes social media marketing different ?<br />Storytelling, social vocabulary and brand attributes<br />Social listening words and brand monitoring<br />Depth blog analysis and psychological State<br />New way of marketing using social networking analysis<br />Launching a social network service <br />Sustainability and emerging services<br />Community Manager<br />New generation of social platforms -aggregation of social stats<br />The opportunity of social commerce <br />
    3. 3. Social Media Marketing Practice is not Conventional Marketing<br />“a many-to-many mediated communications model in which <br />consumers can interact with the medium, firms can provide <br />content to the medium and, in the most radical departure from <br />traditional marketing environments, consumers can provide <br />commercially oriented content to the medium.”<br />Hoffman & Novak, 1997<br />3<br />
    4. 4. A New Way of Marketing ? <br />Social Network<br /> Marketing <br />1:1<br /> Marketing <br />‘All Customers<br />in a network <br /> interrelated’<br />Segment <br />Marketing<br />‘All Customers are different’<br />‘All Customers<br /> in a segment <br />the same’<br />Shotgun<br />Marketing<br />‘All Customers <br />the same’<br />4<br />
    5. 5.
    6. 6. Key Network Measures<br />Degree Centrality<br />Betweenness Centrality<br />Closeness Centrality<br />Eigenvector Centrality<br />Diana’s<br />Clique<br />krackkite.##h (modified labels)<br />Connector<br />(hub)<br />Vendor<br />Contractor ?<br />Broker<br />Boundary spanners<br />6<br />
    7. 7.
    8. 8.
    9. 9. …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.<br /> 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.<br />40 year old Mom blogger “nightowlmama” (#260)<br />
    10. 10. Sharing Stories<br />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.<br />ShareThis! Deanna Zandt, Berrett-Koehler Publishers, 2010<br />10<br />
    11. 11. Theory and Research on Consumers’ Reports of Interactions with Brands and Experiencing Primal Forces, Suresh Sood, 2010<br />
    12. 12. Storytelling, Social Vocabulary and Brand Attributes<br />Brands (concepts) and Spreading Activation Model (Collins & Loftus 1975)<br />In social the brand attributes are what others write and retell in stories and conversations to existing customers and future prospects <br />What vocabulary do others use to describe your business in stories or convresations?<br />What do others discuss about your skills and knowledge (Vargo and Lusch) ? <br />Tools for vocabulary development <br />Google Insights for Search <br />WordnetLexical Database ((<br />Hashtags<br />
    13. 13. Canada<br />13<br />
    14. 14. LVMH<br />14<br />
    15. 15. Blendtech & Old Spice <br />700,884<br />Susan Boyle<br />62,169,017<br />“United Breaks Guitars”<br />10,177,221<br />Old Spice <br />The Man Your Man<br /> Could Smell Like<br />30,796,471 <br />** views current as at 25 March 2011<br />
    16. 16. User generated video reviews and strategic advertising elements<br />
    17. 17. Social Listening Word List- Baby Goods <br />TommeeTippee<br />Baby soothers<br />Baby dummies<br />Comforters babies<br />Baby bowls<br />Baby spoons<br />Baby bath toys<br />Baby nail clippers<br />Happy baby<br />Avent<br />Mam baby<br />Nuby<br />Heinz baby<br />Philips avent<br />Tommeetippee Australia<br />Parenting<br />Infant feeding<br />Comforters<br />Happy baby dummies<br />Discovera<br />Explora<br />Breast feeding<br />Breast pumps<br />Sippy cups<br />Electric breast pump<br />Teethers<br />Baby monitors<br />Baby bottles<br />
    18. 18. First Step Monitoring [Brand] Conversations & Tips<br />Starting point is vocabulary /key words for listening<br />Social Media Dashboard<br />All social media sources relating to brand<br />Comprehensive Google Alerts<br />RSS technologies<br />Mashups (e.g. YouTube, Flickr, Twitter, Nielsen, Google )<br />Weak Signals<br />Twitter early warning in advance of blogging<br />Use Twitter Search to follow hashtags and keywords in Twitter streams<br />Rapid deployment dashboards<br />Google feed reader with relevant blogs and new feeds<br />Netvibes<br />Addictomatic<br />Googlespreadsheet<br />Paper Li <br />18<br />
    19. 19. Potential Listening Sources for Dashboard <br /><br />
    20. 20. Tag Cloud of Paige’s Story About Travel to Paris<br />Created from Daniel Steinbock’sTagCrowd under Creative Commons ©<br />20<br />20<br />
    21. 21. Iconic Sites & Scenes from Paris Blog<br />Eiffel tour night show<br />The Marais<br />Notre Dame<br />L'Arc de Triomphe - 248 steps up and 248 steps down...<br />Champs Elysee<br />Jacquemart Museum<br />Louvre Lite<br />Musee D'Orsay<br />Les Invalides, Napoleon's Tomb and the Napoleon Museum<br />Sacre Coeur<br />Monmartre<br />Rodin Museum<br />Pompidou Museum<br />Train to Vernon, bike to Giverny with Fat Tire Bike Tours<br />21<br />
    22. 22. Elaboration of Trip to Paris Blog Story (Means-End & Heider)<br />Woodside,Sood & Miller 2008 When Consumers and Brands Talk Psychology & Marketing<br />18."We went on Fat Tire's day trip to Monet's gardens and house in Giverny, about an hour outside Paris."<br />17. "I wanted Paige to get a feel for shopping experiences that she would not have at home (aka the ubiquitous mall). "<br />19....."I know Paige will <br />treasure the memory of <br />this girl's trip for many <br />years to come."<br />+<br />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"<br />+<br />3. Paris<br />11.Sites<br /><ul><li>The Marais
    23. 23. Notre Dame
    24. 24. L'Arc de Triomphe - 248 steps up and 248 steps down...
    25. 25. Champs Elysee
    26. 26. Jacquemart Museum
    27. 27. Louvre Lite
    28. 28. Musee D'Orsay
    29. 29. Les Invalides, Napoleon's Tomb and the Napoleon Museum
    30. 30. Sacre Coeur
    31. 31. Monmartre
    32. 32. Rodin Museum
    33. 33. Pompidou Museum
    34. 34. Train to Vernon, bike to Giverny with Fat Tire Bike Tours
    35. 35.
    36. 36. Eiffel Tower</li></ul>+<br />1.Gayle<br />+<br />15." Michael Osman is an American artists living in Paris."<br />"He supplements his income by being a tour guide." I" found out about him on Fodors"<br />"So I engaged Michael for two days."<br />+<br />2. Paige<br />14. "They had decide to come to Paris to find the Harley Davidson store so they could buy Harley Paris t-shirts."<br />+<br />4.”The occasion was my cousin Paige’s 16th”<br />5. “I am a Canadian and get by in French.”<br />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...".<br />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."<br />6. "All I can say is WOW! We rented a 2 bedroom, 1 ½ bath apartment (two showers), "Merlot" from ParisPerfect and boy was it ever perfect! "<br />12. Unforgettable Memories<br />"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 <br />her camera…down 6 flights…we were stunned…Spanish<br />Family below standing below [with pieces of the camera]”<br />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." <br />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) "<br />8. "We were walkable to many good bistros, cafes and bakeries and only a few blocks from the wonderful market street Rue Cler." <br />22<br />
    37. 37. Linguistic Inquiry and Word Count (LIWC)Text Analysis : The Psychological Power of Words <br />Pennebaker, J. W., Francis ME, Booth RJ. (2001). Linguistic Inquiry and Word Count (LIWC): LIWC2001. Mahwah: Lawrence Erlbaum Associates. <br />23<br />
    38. 38. Analysis of Unstructured Text and Mental Characteristics<br />Tag Clouds<br />Wordle<br />Tagexdo<br />Tagcrowd<br />Linguistic Inquiry and Word Count (LIWC) originally developed at the University of Texas at Austin and the Auckland Medical School in New Zealand.<br />Analyze words ( use the analysis dimensions: <br />Emotional<br />Sociable <br />Depressed <br />Happy <br />Anger<br />Worried <br />Social<br />Plugged-in <br />Personable <br />Arrogant <br />Spacey<br /> <br />Cognitive<br />Analytic <br />Sensory <br />In-the-moment<br />TweetPsych ( uses both LIWC and RID (Regressive Imagery Dictionary) <br />24<br />
    39. 39. Social Gesture <br />@<br />Block<br />Bookmark<br />Check-in (Foursquare)<br />Comments<br />#tags<br />(Un)Follow<br />Like (Facebook)<br />Share<br />Pokes<br />Retweet<br />Reblog<br />Status update<br />(Un)Subscribe<br />25<br />
    40. 40. Marketing & Advertising Strategy Implications from Story of Paige<br />Story told in natural city setting <br />Assume Paris = brand<br />Brand is supporting actor enabling Gayle to achieve her goals of:<br /> showing Paris to Paige (conscious) and <br />help Paige coming of age (unconscious)<br />Builds favorable consumer brand relationship: <br />best friendship (Fournier 1998)<br />Show someone Paris: <br />Share experience,teacher-student,”fairy-godmother” or be the tourist guide<br />Use social relationships to sell cities<br />Interpersonal relationships (people travel with people) <br />Near conversational interaction with brand:<br />story is called “I love Paris”<br />26<br />
    41. 41. Launching a Social Network Service<br />What is your social object ? Define your vocabulary <br />Mobile <br />Photos, Videos, Latest Activity, Members, and Events<br />Keywords for discoverability<br />Welcome centre<br />FAQs<br />Moderation e.g. suspend members, own user moderation<br />Kick start with champions/evangelists/passionates<br />Latest activity<br />Giveaways e.g. book from authors/guest visiting library<br />Monitor registrations<br />Members/volunteers as moderators<br />Link to main web site<br />Promote content via email, Twitter & Facebook<br />Share content on Facebook<br />27<br />
    42. 42. Purpose Motive Linux-Apache-Wikipedia<br />Drive #1: Eat when we’re hungry. Drink when we’re thirsty. Etc.<br /> Drive #2: Respond to rewards and punishments in our environment.<br /> Drive #3: We do things because they’re interesting and because they’re engaging and because they’re the right things to do and because they contribute to the world. (!!!)<br />“Our Third Drive, intrinsic motivation, is the most powerful.”<br />Drive: The Surprising Truth About What Motivates Us, Daniel Pink, Riverhead 2009 <br />
    43. 43. The largest funding platform for creative projects in the world<br />
    44. 44.
    45. 45. Community Manager <br />Fulfills customer requirements through listening and responding to needs  <br />Focus on launching and growing the community through:<br /> <br />Inviting creators and influencers to become early members of the community<br /> <br />Create evangelists through providing exclusive access to new information <br />and have them provide early feedback for future initiatives<br />Start community with conversations and encourage the sharing of stories of problems, overcoming issues and successes<br /> <br />Ensure community readily finds assets in popular social media<br /> <br />Accelerate community adoption through marketing efforts inclusive of direct <br />emails, responding to social postings<br />Makes explicit requests for likes and comments<br />31<br />
    46. 46. 32<br />
    47. 47. TwentyFeet – Aggregation of Social Stats<br />Twitter<br />Reputation indicators<br />Conversations <br />Following analysis<br />Lists <br />More details<br />Facebook <br />User's friends or Page's fans <br />User's conversations<br />YouTube <br />Key Performance Indicators<br />Videos and Subscribers<br />Ratings<br />Viewers – Gender<br />Viewers – Age<br />Viewers – Location<br /> dashboard<br />Key Performance Indicators<br /> Referrers<br />Targets <br />Google Analytics dashboard<br />
    48. 48.
    49. 49. The Opportunity of Social Commerce <br />“…the next generation of ecommerce: integrated experiences that leverage the store, the web, and mobile, with social identity being the glue. We are at an inflection point in the development of retailing. Social media and the mobile phone will have as profound an effect on the trajectory of retail in the early years of the 21st century as did the development of highways in the early part of the 20th century…” <br />AnandRajaraman(Co-Founder @Walmart Labs), May 3 , 2011,<br />