My name is Ralph Paglia, and I am theDirector or Digital Marketing Solution for ADP Dealer Services. What this presentation is not going to be is 72 slides of “join the conversation”. I am not going to walk you through a list of tactics. I’m not going to tell you how to set up a Facebook Fan Page, or how to use Twitter to make your customer service more efficient. What I am going to give you is a strategic framework that can be applied to anything from an enthusiast forum to a robust dealer sponsored automotive community.
This is the definition straight from Wikipedia: “social media is an umbrella term that defines the various activities that integrate blah blahblah.” Doesn’t really tell us much of anything useful does it? Where is the passion, where are the people?
Social media is about connecting and creating, sharing and belonging. It’s NOT just about Twitter and Facebook. It’sNOT just about technologies or channels. This presentation mentions the word “community” a lot. I see community anything from 5 commenter's on a blog to 10K followers on Twitter. You are also going to see “conversation” mentioned frequently… which can mean a 140-character tweet, a viral video, or a lengthy forum thread. Social media makes room for all of these different but fundamentally similar types of interactions…You see, it’s about how the digital social connection creates something that would have never been possible otherwise. And where is the proof of this…
The proof is in the sheer number and growth of all these social artifacts. If I was an anthropologist looking back at our civilization and this moment in time, here are the signs to me of a clear movement, evidence of a shift in the digital culture in completely quantifiable terms.
But it’s not just the artifacts, it’s also in the saturation… the number and percent of people involved.One especially to note is that 93 percent of social media users believe a company should have a presence in social media, and an overwhelming 85 percent believe a company should not only be present but also interact with its consumers. They want companies to solve their problems, solicit feedback on products and services, develop new ways to interact, and yes… even market to them.At this point… they don’t just WANT it to happen, they EXPECT it.
But even in this hyper social world, where consumers are using the media, and they EXPECT companies to be there…THESE are the headlines I see come through my RSS feeds every single day. Why is leveraging social media so hard for dealers?
The honeymoon is over..Welcome to the marriage, and there are some real challenges to overcome…
Building a “brand” is an expensive and intense process, and now social media experts are telling companies to “let go” and give some control back to the consumer. In an environment where communications are traditionally routed through legal teams and PR firms, where there are limits put on who can talk directly with the customer and how, companies need reassurance that the reward is work the risk.
Social media is easily misunderstood. Traditional marketing bred a language where you “launch a campaign” and you put your message out on “channels”. Without proper education, dealers often resort to mimicking their competitors or adopting what Automotive News says is popular. They choose a channel before defining their objectives.And before I pigeonhole social media as a marketing tool, I CANNOT emphasize enough that it isn’t just about marketing. It’s a tool that can help with consumer research, with customer support, and as Dell Ideastorm and My Starbucks Idea have shown, it can even be a tool for product development.Marketing through social media might not even make sense for your business or for some of your clients. For technology focused companies like Microsoft and Intel, a community where the members help support each other and problem solve issues is far more useful than using social media to promote brand awareness.
A successful online community must be supported by a community inside the dealership… In a traditionally departmentalized dealership culture, there is a huge communication obstacle to overcome. Unless results are socialized, people will quickly loose interest in the project. Passionate people with a strong commitment to the project are the backbone of a good user experience in social media.
It’s easy for dealers to get excited about the power of social media. But sometimes, these same dealers can suffer from “shiny object” syndrome too, forgetting the importance of building a foundation. Too much social media too fast can be a culture shock for some dealerships, and without dealer principal or GM involvement, the program will fail. For instance, just a few weeks back at SxSW, Facebook announced that it would now be supporting Facebook Connect on iPhone. Instantly the minds of us social media evangelists started working with fabulous ideas for super-social mobile applications… but honestly, only a few dealers out there are ready for a technology like that.
There is more and more vying for the consumer’s attention these days. They have become a choosy bunch, whose behavior is increasingly hard to guess. One thing is for sure, the phony message never flies. Itsounds daunting, like the odds are stacked against this unlikely couple, but many dealers, dealership employees and consumers have not only found a way to make it work…
Let’s talk about customer service in this new age, and what brands are up against. It used to be that an unhappy customer would tell ten of their friends…Now they have a platform to tell thousands of their blog subscribers or millions of YouTube viewers.The customer voice has become a powerful weapon… more than ever before.
But what can be wielded as a force of destruction can also be used for good. So let’s talk about happy customers and a brand built upon them.Zappos is a company who knows WOM and repeat customers are key to success. For them, it’s not about good marketing, it’s about designing a good customer experience. By offering an experience their competitors can’t they have set themselves apart….Good products have become a commodity, in fact good service has become a commodity as well. In today’s culture, it’s all about experience, the culture of the brand.
Zappos has put culture first by launching twitter.zappos, com, a site that pulls in live feeds of all their employees who are on Twitter and of anyone who mentions Zappos on Twitter.It’s a constantly evolving conversation, a patchwork that represents their culture, but it’s also a completely transparent way to show how they are communicating with their customers… not just a company providing a service, but human to human conversation.Within a month of starting his Twitter account, the CEO has been sharing what he is up to personally, professionally. He has providing behind the scenes information about working at Zappos. He has crowdsourced rewriting Zappos confirmation emails. It’s customer service, it’s brand building, it’s awareness, and it’s idea development.But… what does that do for the bottom line?
Success is social media is in the gained insight and efficiencies. For Zappos, Twitter was an efficient way to monitor their employees and how they are delivering upon “WOW” customer service. It’s an efficient way to reach their loyal customers… to serve them better, to research product issues and concerns, and to turn them into advocates. And let’s not forget another powerful benefit of twitter.zappos.com… it’s a real-time evolving page that is nothing but keywords related to their brand, filled with real people talking about their brand. It’s not just relevant, it’s search engine optimized. Many developers have been building extensions that integrate Twitter search results right into the front page of Google… the implications are interesting to say the least.
So we talked about how social media can increase efficiency and customer loyalty through improved service. But how about attracting new customers through increased awareness? What was Blendtec before “will it blend”…
Blendtec was a faceless company that manufactured blenders; their consumer grade blenders run around $400. The Will It Blend story begins shortly after George Wright began working for the company. He was walking around the factory and stumbled upon Blendtec CEO Tom Dickson. Dickson was testing the new bearings in a blender by blending a 2 X4. The company’s employees went on with their work unphased, apparently the practice of “extreme blending” was a regular occurrence there at the factory.
Blendtec took a part of their corporate culture and made it public, and on top of that made it entertaining…. They simply unveiled the face that the company had all along. Upon launch, the videos were distributed online and Blentec employees reached out to their personal networks to let them know.Word spread and “Will It Blend” became a viral phenomenon, garnering of 100 million views in total. In every successful viral campaign there’s at least an ounce or two of luck, but to moralto this story is this… “Will It Blend” story comes from a place of authenticity, it lends a face to Blendtec and makes them approachable. In social media, humanizing faceless companies is as important to the user experience as an intuitive interface… and really, in the world of YouTube and Facebook, companies only have control over the former.
There are some tangible numbers to authenticity… Numbers that show increased marketing opportunities at lower costs and yes… even actual retail sales.
Zappos and Blendtec are some favorite stories to talk about, because they are social media darlings. Small companies that clearly exploded BECAUSE of the web. But beyond rising from obscurity, what challenges did they really have? They were crafting their own PR stories as they went… Companies that have been around a long time know, it’s a lot harder to CHANGE the conversation that is already going on.
Brand trust studies show it, consumers don’t trust corporations or companies. Who they trust is people like them, people with a face and a name. After banks made the corporate world look even less trustworthy, enter the automotive crisis. Ford was immediately pegged as another big faceless corporation about to go to the government to ask for help. With all eyes and ears turned to what the Big 3 were going to do, how could they turn a bad situation into a brand defining moment…
Scott Monty is Ford's social media guy. He accepted the position, leaving a job at the successful digital agency Crayon.Since then… Scott has acted as the corporate online (and, often offline) face of Ford Motor Company, a networking guru, a legal liaison and lay interpreter, and friend to an active enthusiast community. Monty represents the new and essential tool in the Fortune 500 toolbox: the social media field agent. Onbehalf of Ford, he has promoted important brand content, engaged a online community for support, and prevented PR disasters, during a very tough time for the automotive industry.
And specifically WHAT have his efforts done for Ford?I’m not going to pretend like I can connect Scott Monty’s Twitter stream directly to automotive sales. But that is why it is important to set realistic measurement expectations... For Ford it was about “changing the conversation”, so what they can measure is that one message on Twitter, one tweet from Scott Monty reaches 15000 people and then gets retweeted a hundred times spreading far beyond his social circle. They can measure the amount of incoming traffic to their videos and sites from Twitter. They can also monitor the amount of blog articles written about them in a positive light before and now after Scott Monty became part of the company.
A sign of a successful social media program is one that doesn’t require as much hands-on involvement… your customers are talking to each other, talking to employees, dancing, having fun. Dealers shouldn’t have to be the shy dork in the corner, they need to be a host that promotes mingling, serves the digital snacks, and makes sure everyone is having a good time…
One easy way to catalyze change is to put the power in the hands of the most passionate people in the dealership… And, the most passionate customers as well! Reward doesn’t have to be financial, it’s about giving people a transparent way to see the value of their interactions.
Extending your reach is hard to do unless the chair you are standing on is pretty stable. But if you can do it, the rewards are great. CCS saw a spike in the size and quality of traffic for their Facebook page the minute they started including the URL on their print material and presentations.
If you don’t bring it back to objectives, if you try and measure EVERYTHING people are doing and saying and creating online, THIS is what your whiteboard ends up looking like. It’s beautiful, but it’s not useful. You have to bring it back to objectives… ‘Are we getting what we want out of the conversation?’
Alright… let’s all take a deep breath. Make no mistakes, social media marketing and reputation management is HARD WORK. But, it will get easier… How you ask? Well, it’s time for ADP to start thinking about a magical new internet sensation called “Web 3.0”!!
What is this magical “Web 3.0”? Another marketing tactic, another term from the social media kool-aid drinkers? Well, yes, maybe… but whatever we CALL this next generation of the web, it’s worth talking about today. It’s worth knowing what is coming down the road that is going break open today’s biggest social media problems… After all, at ADP we are not known for moving fast, so we must think further ahead than everybody else.
We are DROWNING in social information. We are lost out at sea in our tiny rowboat and we need a compass. We need a map, and that is exactly what Web 3.0 hopes to provide…
What does this mean to marketers, to dealers, and to social media in particular? Web 3.0 will help improve how we listen.Current social monitoring tools are keyword based and make it hard for us to distinguish a conversation about Jaguar the animal from Jaguar the car. Sentiment analysis leaves quite a lot to be desired… the negative keywords of one industry aren’t necessarily the negative keywords of another. And so human analysis is still an important part of monitoring.I don’t imagine humans as monitors will ever go away. But social monitoring in the web 3.0 world will be smarter and more efficient. Semantic technology is able to pull together connections between words and phrases. Measurement tools will be moving away from the tag cloud, and more towards the trends of the real conversation, not just the keyword of the day. BooRah, for instance, takes a large pull of restaurant reviews from around the web and aggregates them smartly into a single score and a single consensus. BooRah tracks positive and negative reviews of food, service and ambiance at restaurants across hundreds of online review sites, and pulls out key quotes from users. And for restaurant owners, they have opened up a report service that helps them track trends in the positive and negative conversation over time to better understand what people like, don’t like, and why.
Web 3.0 is also offering some interesting opportunities for improving customer acquisition. Currently online advertising suffers from issues of relevance. How do we get the right ad delivered to the right people and in the right context. Contextual ads based on keywords can be terribly inaccurate.But ad networks like Peer 39 use natural language processing and artificial intelligence to interpret word meaning and sentiment. It relies on synonyms and concepts, rather than keyword scanning. But it’s not just about improving delivery, it’s also about improving discovery. Headup is a social browsing extension for Firefox that looks at the information of the page you are browsing, and cross-references it with relevant data from Flickr, Facebook, Twitter, Last.fm, and Friendfeed. Headup delivers complimentary information from your social circle as well as their content providers… so when you are browsing a page about Franz Ferdinand… you will see concerts in your area, which friends of yours also like Franz Ferdinand, and what albums are available to buy on Amazon.com.
So Web 3.0 improves how we listen to customers and how we acquire customers… but it will also improve how we manage online communities and social projects. It will make us even better party hosts.Right now community management is tough because there are SO many social networks, and they are disconnected. It’s hard to find out if your advocates are on Twitter or Facebook or online forums. Lotame has a technology called Crowd Control that examines user actions across the web such as uploading, blogging, and commenting. This data is layered with interests, and is factored with anonymous data points such as age, gender, recency and frequency. The resulting profiles are used by brands to directly target their messages to influencers.Next problem, once you pick some places to engage, it’s hard to get that conversation out to the rest of the web and to where it matters most. When the customer is browsing an e-commerce site about to BUY your product… that is where the recommendation from a brand advocate or better yet, from one of their friends matters most. Glue is a Firefox extension that creates a decentralized social network right in your browser. Friends can see each other’s likes and dislikes on music, movies, wine, books, etc and share messages about common interests right there in the browser… so when you are on a Yelp page about a certain restaurant, you can see not just your friends who commented or rated it on Yelp, but anywhere else online too.
Andfinally… this is the big one, Web 3.0 improving the way we measure social media. Right now there is a limited amount of information we can measure. Each social media platform (Facebook, Twitter) has their own metrics. These things are inconsistent and they don’t tell us what we REALLY want to know… do we have a community? Have we influenced the audience? Are we being effective with our time and energy?Cogito Monitor uses of semantic technology that recognizes, reads and automatically understands the opinions expressed by users as they relate to companies, competitors, products, and services. It then tallies and graphs that feedback, assigning each comment automatically to one of five levels according to the sentiment expressed. It’s not just about positive, negative, neutral. It’s about the degree and context of the sentiment.Finally, there is the analysis of the social graph itself. What is the value of your community? This is a value that can’t be expressed in #s of members or comments. An effective 100 person community has more value than an ineffective 8000 person community. TwitterFriends analysis your social graph on Twitter. It measures conversations, retweets, links, follows, and helps you to find the users that are meaningful for you. Those could be users you are talking to on a regular basis or who are feeding you great links all the time.
Companies need to be true to themselves and true to their audience. Authenticity is what the user demands in the new social digital world. What being authentic means is not pretending, not posturing, and YES… being honest about what social program works for you. Don’t try and take on something for you or your clients that you know won’t survive in the long term. If you can’t provide enough regular content for a blog, then don’t blog. There are plenty of ways to “join the conversation”, but it’s not about joining anymore… many joined, many failed… it’s about providing an exceptional user experience that will stand out from the noise.
Adp How To Do Social Media Right In2010 V3
Doing Social Media Right in 2010<br />
What is Social Media?<br />Social media is an umbrella term that defines the various activities that integrate technology, social interaction, and the construction of words, pictures, videos, and audio.<br />But that doesn’t quite do it…<br />
It’s how people engage,participate, and share online…<br />
It’s…<br />> 100,000,000 videos on YouTube<br />4,000,000 articles on Wikipedia<br />200 M blogs<br />1 billion tweets on twitter<br />> 200 M people on Facebook each month<br />From Honeymoon to Marriage<br />
Social Media By The Numbers<br />346,000,000number of people globally who read blogs<br />700,000,000number of photos added to Facebook monthly<br />273.1 minutes time on average spent watching online video each month<br />55%internet users who have uploaded and shared photos<br />57%internet users who have joined a social network<br />93% Americans online expect companies to have a social media presence<br />
But It’s Not All Good News…<br />Recent Headlines:<br />Social Media Fatigue. Too much out there?<br />Blogging is Dead, According to Wired.com<br />Forrester Says Consumers Don’t Trust Corporate Blogs<br />Advertisers Face Hurdles on Social Networking Sites<br />P&G marketing chief questions value of Facebook<br />Half of 'social media campaigns' will flop<br />
Social Media Challenge #1<br />Companies have to overcome their fear.<br />How do you learn to “let go”<br />Give control back to the consumer<br />Lose the limits imposed by legal<br />Reinvent PR… PR 2.0<br />But is the risk work the reward?<br />
Social Media Challenge #2<br />This is a different kind of marketing.<br />Stop thinking “campaign”<br />Stop thinking “channel”<br />Beware of Business Week syndrome<br />Objectives need to come first<br />It’s so much more than “marketing”<br />COMMUNICATION<br />
Social Media Challenge #3<br />It starts with the community inside.<br />Bringing community to the business silos<br />Socializing success is the key to success<br />Watch out for company ADD <br />End users can tell if your “family” is dysfunctional<br />
Social Media Challenge #4<br />Social media advocates are over-zealous.<br />It’s not just brands who are challenged<br />The world wide echo chamber<br />Don’t follow the “shiny object”<br />Bring brands in with baby steps<br />Prevent culture shock<br />
Social Media Challenge #5<br />Consumers are suffering from fatigue.<br />It’s a competition for consumer attention<br />They can afford to be picky<br />Human behavior is complex<br />But phony never flies<br />
The Unhappy Customer<br />Comcast’s New Nightmare<br /> 23,000 subscribersis how many TechCrunch's Michael Arrington told when his Comcast service was down <br /> 1.3 million viewersis how many saw the video a Comcast customer recorded when a service technician fell asleep in his house<br />The customer’s voice has become a powerful weapon…<br />
The Happy Customer<br />Zappos.com / Powered by Service<br /> Zappos.com doesn’t sell shoes, they deliver “WOW” through service. The primary sources of the company's rapid growth have been repeat customers and numerous word of mouth recommendations. Free shipping both ways, an always open call center, and 365 day return policy are part of what sets Zappos apart.<br />"Hopefully, 10 years from now, people won't even realize we started out selling shoes." Tony Hsieh (CEO)<br />
How Do You Measure Success?<br />Active Participation: 438 Zappos employees are on Twitter<br />Instant Access to Your Customers: 47,104 Followers on of the top Twitter accounts<br />Extending Your Reach: Increased traffic and search volume <br />More Efficient, More Effective:Limit the amount of advertising by focusing on a customer experience that will generate natural word of mouth<br />Increasing the Bottomline:75% of Zappos sales come from repeat customers $840 million in 2007, $1 billion (projected) in 2008<br />
Take A Look Around<br />Blendtec Before “Will It Blend”<br />A faceless company with expensive product<br />New marketing director means a set of new eyes<br />A charismatic CEO with some interesting habits<br />“Extreme blending” as a regular occurrence<br />
How Do You Measure Success?<br />Millions of Eyes and Ears: 65 million YouTube views, 120 million WillItBlend.com views<br />Dominate the Search Results: Turn search buzzwords (“Chuck Norris”, “iPhone”) into video traffic<br />More Efficient, More Effective: They’ve received national media coverage (TV appearances, awards) that is equivalent to millions of dollars in advertising<br />Increasing the Bottomline: Total Blender retail sales grew 700% in the past two years<br />Making the World a Better Place:Blendtec auctioned the blended iPhone on Ebay which sold for $1,000 and proceeds were donated to a children’s hospital<br />
Change The Conversation<br />The Trouble Ford Was In<br />Consumers don’t trust corporations<br />Trust needs a face and a name<br />Enter the automotive crisis<br />Ford put into an interesting position<br />Can a bad situation be a brand defining moment?<br />
How Do You Measure Success?<br />Get Your Content Out There: Traffic increased 100% in past 4 months to thefordstory.com“Ford Story” CEO YouTube video has received 53,354 views<br />A Strong Leading Man: Scott Monty has 14265 followers on Twitter and conducts almost daily interviews with blogs, news sites, and television<br />Be the Brand Everyone Is Talking About: #12 in AdAge’s most social brands of 2008, next to Disney, Sony, Dell and Apple<br />Owning Your Story, Before It Owns You:Ford effectively changed the conversation around the automotive bailout to position themselves in a different light than the others<br />
The Inconvenient Truth<br />There are no best practices.<br />Every project is a custom fit.<br />You learn as you go.<br /> <br />What are the best practices for a conversation? <br />What about for a relationship? <br />You can read books, attend seminars, but it all comes back to<br />who you are and who they are.<br /> <br />There is one best practice to which there is no exception…<br />BE REAL<br />
An Approach to Being Real<br />You need to understand<br />Who they are<br />Who you are<br />What you can handle<br />You need to act<br /><ul><li>Accordingly
Always be improving</li></li></ul><li>How to UNDERSTAND<br />First and foremost, listen<br />Define the problem<br />Match the problem to project objectives<br />Find the community inside your company<br />Understand the community outside<br />
Tools You Can Use<br />Social Media Buzz Monitoring<br />Free Alert Systems<br />Paid Analysis Dashboard<br />Full Service Insights Partners<br />
What Ford Heard…<br />“I am boycotting all companies that receive bailout money. Join me and ask others. We can make taking bailout money so painful others will not suck the life’s blood out of our children and grandchildren.”<br />“If we all bought American, where would the competition and innovation be? Have you seen the junk on wheels they sell? The Big 3 haven't been selling what people want, but the foreign car companies have.”<br />Why are American cars still so unreliable? <br />Nobody buys American anymore!!<br />Six in 10 oppose auto bailout…<br />
Define the Problem<br />It all comes down to a problem in communication…<br />Our customer thinks of us as _____ instead of _____<br />People don’t know the facts about our brand<br />We don’t know what our customers think about us<br />Our marketing message isn’t resonating with our customers<br />Ford’s big communication problem…<br />Big faceless corporation <br />American people against the bail out <br />Ford lumped in with misinformation and bad press<br />
Determine Your Objectives<br />Social media project objectives must…<br />Directly solve your communication problems<br />Have a clear way to benchmark before and after<br />Ford’s objectives…<br />Put a face forward, humanize the brand<br />Combat misinformation<br />Tell your story, get others to tell it for you<br />Change opinion around the brand<br />
The Community Inside<br />Questions you need to ask…<br />What is (who owns) our corporate culture?<br />Who is allowed to talk on behalf of the brand now?<br />What assets are we or could we be creating?<br />Events, content extras, internal superstars<br />How they did it…<br />Blendtec picked up on internal meme and decided to share it with the world wide web<br />Zappos looked at their core values, commitment to culture, and ways employees were already talking online<br />
The Community Outside<br />Questions you need to ask…<br />What the types of people exist out there already?<br />Should we build or join a community?<br />What does the community need?<br />Should we support, energize, or embrace them?<br />How they did it…<br />Blendtec understood the tone people looking for and embraced their requests for content<br />Zappos continues to find and actively follow people that mention their brand<br />
How to ACT<br />Create a pilot program with core influencers<br />Ignite conversation and engage your audience<br />Don’t forget to share results, content, and plans, be transparent and giving<br />Be a great party host by connecting community members together<br />
Create A Pilot Program<br />Start with creators and influencers. <br />Find renegades and evangelists. <br />Be interesting.<br />How they did it…<br />Microsoft put together Channel 9 to show behind-the-scenes interviews with developers and even executives. On the first day, word of mouth had drawn 100,000 viewers. Half a year later, traffic was up to 1.2 million unique visitors a month.<br />
Engage Your Audience<br />Ignite conversation. <br />Develop community activities. <br />Build a content calendar.<br />Be social.<br />How they did it…<br />Chrysler engages business units on a weekly basis for discussion topics to put up for their Customer Advisory Board and finds executives to participate in online monthly chats. <br />
Don’t Forget to Share<br />Be honest. Be giving. <br />Be transparent, esp. when you are wrong.<br />Let the community own the community.<br />How they did it…<br />When Cork’d was recently hacked, the very first thing Gary Vaynerchukdid was post a video comment on TechCrunch to apologize and inform<br />What not to do… When AMC first found out that fans were Twittering posed as characters from the hit show Mad Men, they asked that the accounts be shut down<br />
Connect the Community<br />Be a great party host. <br />Encourage member interaction. <br />Drive exploration.<br />How they did it…<br />Mr. Tweet takes a look at which Twitter users you should be following based on your personal interests<br />CCS, the College of Creative Studies, uses Facebook to match potential students to counselors and current students who can answer important questions<br />
How to EVOLVE<br />Empower your advocates through reward and recognition<br /> Cross-pollinate and extend into other programs<br />Measure, report, share, and improve<br />Learn what works and what doesn’t<br />
Empower Your Advocates<br />Reward and recognize. <br />Give them the tools.<br />How they did it…<br />Yahoo! Answers gives users different privileges based on how many questions they have answered <br />At Dell IdeaStorm, community members suggest and vote on ideas for how Dell can improve their business.<br />Lego Factory allows users to create 3D lego bricks. The community can vote on the best creations and some of the winning creations end up at local toy stores.<br />
Extend into Other Programs<br />Integrate. <br />Cross-pollinate. <br />Widgetize. <br />Meet up in the real world.<br />How they did it…<br />The Barnes and Noble community is a lively brand loyalty community supported by the Lithium platform. Hot topic threads are featured on the e-commerce site.<br />ArtShare is an application developed by the Brooklyn Museum to share the Museum's collection on Facebook. Rather than expect users to come to the website to learn about the collection, they engage people in their own social space. <br />
Measure, Measure, Measure<br />Match metrics to your objectives.<br />Report, share, improve. <br />How they did it…<br />Many brands use buzz monitoring software such as Radian6 or Sysomos to measure fluctuations in volume of conversation compared to competitors.<br />CCS, the College of Creative Studies, uses the metrics provided by Facebook’s Insight tool to measure increased traffic, photo views, and wall posts.<br />
What Do We Want From Them?<br />Track, quantify, and analyze conversations around a brand, their competitors, and their industry through out the entire online space<br />Determine the spread and velocity (how far, how fast) of branded syndicated content (video, widget, article)<br />Qualify and analyze social interaction within a defined channel in order to determine community health, sentiment, and engagement levels<br /> To talk about the brand<br /> BRAND MONITORING<br />To spread our content<br /> CONTENT TRACKING<br />To engage us directly<br /> COMMUNITY MANAGEMENT<br />
Learn + Adapt<br />Go with the flow. <br />Catalog what works and what doesn’t. <br />Rethink often.<br />How they did it…<br />Community platforms such as Elgg, SocialGO, Lithium, Ningand SalesForce (which runs Dell Ideastorm and MyStarbucksIdea) have implemented “idea management” features which help brands manage insights collected from the community and measure and learn from user engagement.<br />Get Satisfaction is feedback widget that can get integrated into websites to provides real-time, dynamic customer support content that leverages the wisdom of crowds.<br />
With 4,000+ new Ning Platform based Networks created every day, this is a phenomenal foundation for innovating and expanding on how people in dealerships and the customers they serve express themselves and develop new relationships.<br />Ning offers more than 50 different themes as well as the option to completely control the CSS of a Social Network. As a Ning Network Creator, you have a wide choice of features – videos, photos, chat, music, groups, events, and blogs – in addition to latest activity feature, member profile pages, friends, messaging, email notifications, RSS support, and third-party applications. As a result of this broad set of choices, each Ning Network is unique in its purpose, design, branding and features.<br />Ning enables dealers, car companies and their organizations to simplify and control a Social Network that beautifully integrates with other social media services while providing the most direct, unique and lucrative relationship with fans, consumers and members. The following slides showcase a few key features of the <br />Ning Network Platform<br />
Branding & Visual Design Freedom<br />The Ning Platform Social Network enables the most flexibility and visual freedom in the industry. Choose from one of 50 distinct and unique themes or create your own design with custom CSS. Add tabs and sub-tabs to specific pages and external links via the Tab Manager feature.<br />
This is HARD WORK<br />But it will get easier…<br />
The Information Portal<br />Web 1.0<br />information exclusivity, be the first to own the content<br />dividing the world wide web into usable directories<br />everyone has their personal own little corner in the cyberspace<br />The web became STATIC + LONELY<br />It lacked: <br />community<br />interaction<br />scalability<br />
The Social Platform<br />Web 2.0<br />focus on the power of the community to create and validate<br />the power of a seemingly freer form of organization (“tags”)<br />setting up “hooks” for future integration (RSS, API)<br />The web became NOISY + OVERWHELMING<br />It lacked: <br />personalization<br />true portability<br />meaning<br />
We Broke Dunbar’s Number<br />Dunbar's number is the supposed cognitive limit to the number of individuals with whom any one person can maintain stable social relationships <br />And here are all my friends<br />There’s me<br />And theirMyspace, Flickr, Yelp, YouTube, LinkedIn,Facebook, Last.fm…<br />There’s myMyspace, Flickr, Yelp, YouTube, LinkedIn,Facebook, Last.fm…<br />And their friends with their content<br />
Introducing Web 3.0<br />What does it mean?<br />The 3rd decade of the Web (2010–2020), when simultaneous and<br />complementary technology trends will finally reach maturity:<br />a network of separately siloed applications and content repositories creating more seamless interoperability between connected devices<br />data anywhere anytime via broadband adoption, mobile Internet access, software-as-a-service, and cloud computing<br />true data portability via open identity (OpenID), APIs and data formats<br />a consistent web language via RDF, OWL, SWRL, SPARQL, etc.<br />intelligent agents, natural language processing, and machine learning<br />Web 3.0 is The Relevant Web<br />
Improving How We Listen<br />Social Monitoring 2.0<br />Monitoring based on keywords makes it hard to distinguish brand conversation (“jaguar” the car vs “jaguar” the animal)<br />Sentiment changes based on the context (ie “lemon”)<br />Too much reliance on manual adjustments and interpretation<br />Social Monitoring 3.0<br />Smarter aggregation, mapping conversation trends<br />Conversation tracking beyond keywords<br />
Better Customer Acquisition<br />Online Advertising 2.0<br />Contextual ads can be inaccurate and unsafe for brands<br />Behavioral ads don’t account for multiple users<br />Consumers trust each other more than corporations, brands, and their advertising messages.<br />Online Advertising 3.0<br />Deliver relevant ads to the right consumers<br />Make content easier to discover by interested users<br />
Better Community Management<br />Community Management 2.0<br />Shear number of social networks with disconnected profiles makes it difficult to find the most valuable people to connect with<br />Hard to distribute the conversation beyond your blog or community<br />No relevant social information when you need it most<br />Community Management 3.0<br />Finding the influencers across the social web<br />Extending the conversation beyond the networks<br />
Improving How We Measure<br />Measuring Success 2.0<br />Limited amount that we can measure: reach, exposure, volume of conversation<br />Social networks are “walled gardens” with inconsistent metrics<br />No algorithms to measure that a community has been built<br />Measuring Success 3.0<br />Better sentiment analysis than “positive, neutral, negative”<br />Social graph analysis, conversation connections<br />