Ad Tech UNBOUND Room214 11 2 09


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Social networks are about conversations. Effective social marketing is about having those conversations with the right people. At this session UNBOUND Technologies Chase McMichael and Room 214’s James Clark will demonstrate a case history of the Travel Channel to show how they used Social Network Intelligence to identify, target, and analyze customers across the social graph and then tapped into their passion points. Hear how to create and nurture highly targeted marketing conversations that impact not just individuals, but influence entire online communities.

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  • This is based on Forrester Research – Good Resource is to review the book Groundswell
  • YES – Discuss the
  • The monitoring tool screenshots seen here are from Radian6
  • YES – Discuss the
  • Most common event is derailment from trying to boil the ocean. Yes track all of those keywords you’ll want to have the data for larger “share of voice” “sentiment analysis” content
  • Action through refinement of keywords and filtering through influencers
  • This buzz graph is from a platform called Sysomos.
  • More than Keywords – Look at Communitiies – Look for Topics of interest to the community
  • The Facebook mining comes from Unbound Technology
  • Room 214 used the Kyte platform for the live video chats
  • Room 214 uses: TweetDeck and CoTweet to manage and run Travel Channel’s Twitter accounts. Top iPhone mobile apps are: Tweetie and Twitterfon
  • Room 214 uses Clearspring as it Widget distribution platform
  • The Private Community is based on Communispace
  • Ad Tech UNBOUND Room214 11 2 09

    1. 1. Case Study: The Trifecta of Building Online Communities with Influencer ID, Social Community Engagement to Launching Viral Applications James Clark, Co-Founder Room 214 Chase McMichael, Chairman CTO UNBOUND Technologies
    3. 3. What Comes First? Platforms People or
    4. 4. POST PROCESS <ul><li>P – People </li></ul><ul><ul><li>Influencer ID </li></ul></ul><ul><ul><li>Target Segmentation </li></ul></ul><ul><li>O - Objectives </li></ul><ul><ul><li>Listen or Talk with Audience? </li></ul></ul><ul><ul><li>Support or Energize to Evangelize to Others? </li></ul></ul><ul><ul><li>Collaboration? </li></ul></ul><ul><ul><li>Pick the Objective Before the Technology </li></ul></ul><ul><li>S – Strategy </li></ul><ul><ul><li>Closer 2-way relx with audience? </li></ul></ul><ul><ul><li>Talking about our shows? </li></ul></ul><ul><ul><li>Community for testing? </li></ul></ul><ul><li>T – Technology </li></ul><ul><ul><li>Blog, Facebook, Digg, YouTube, MySpace </li></ul></ul>P O S T POST – Forrester Research Methodology
    5. 5. Breaking it Down
    6. 6. Start By Listening?
    7. 7. Monitor <ul><li>Online Conversation Tracking Based On: </li></ul><ul><ul><li>Keywords </li></ul></ul><ul><ul><li>Travel Channel brand </li></ul></ul><ul><ul><li>Show names </li></ul></ul><ul><ul><li>Host names </li></ul></ul><ul><ul><li>TC executives </li></ul></ul><ul><li>Workflow </li></ul><ul><ul><li>Response to topic-related posts </li></ul></ul><ul><ul><li>Filtering for engaged influencers </li></ul></ul><ul><li>Insights </li></ul><ul><ul><li>Conversational trends </li></ul></ul><ul><ul><li>Topic comparisons </li></ul></ul><ul><ul><li>Discussion clouds </li></ul></ul>
    8. 8. Information Overload
    9. 9. Don’t BOIL THE OCEAN
    10. 10. Filter Through Influencers social media strategy iPhone application word of mouth custom facebook design social media training social media agency viral marketing blog site development kids first day of school competition SXSW webinars Google baseball iPhone Bing Twitter ENGAGE
    11. 11. Influencer ID <ul><li>Objective </li></ul><ul><ul><li>Improve interaction and viral distribution of TC content </li></ul></ul><ul><ul><li>Target “behind-the-scenes” influencers who most affect viewing decisions </li></ul></ul><ul><ul><li>These influencers rarely contacted or targeted by marketing </li></ul></ul><ul><ul><li>Have large influential online presence </li></ul></ul><ul><li>Outcome </li></ul><ul><ul><li>Improve awareness of TC content increasing the likelihood of positive advocacy </li></ul></ul><ul><ul><li>New routes to market via influencers </li></ul></ul><ul><li>Process </li></ul><ul><ul><li>ID via monitoring tools </li></ul></ul><ul><ul><li>Establish 1-to-1 relationship </li></ul></ul><ul><ul><li>Understand their views and willingness to participate </li></ul></ul>
    12. 12. What’s An Influencer? <ul><li>Current Definition – Online Influencers are those who drive opinions (and traffic) around the web are identified by three attributes: </li></ul><ul><ul><li>Can impact a brand that produces content that guides perceptions and opinions </li></ul></ul><ul><ul><li>Have growing audiences opting to follow and often respond to current topics </li></ul></ul><ul><ul><li>Maintain relatively high levels of engagement through natural group affinities and other influencers both online and off </li></ul></ul>Paranoid Definition – powerful cabal of individuals that can make or break a brand, marshal or dissolve support for business and consumer issues and provide opinions into real-time events as they unfold
    13. 13. How to Spot an Influencer? Source:
    14. 14. Mine Communities
    15. 15. Weak and Strong Ties Online social networks, like Facebook, expose weak ties – making it easier to ID and activate the weak ties. Strong Ties: Think the Mafia, Terrorist Cells Weak Ties: “You’re the second person that told me that today.” Dunbar Number = 150 Theoretical cognitive limit to the number of people with whom one can maintain a stable social relationship –
    16. 16. Social Density and Affinities UNBOUND Technologies
    17. 17. Social Density and Affinities UNBOUND Technologies
    18. 18. Social Analysis Vast number of friends to proliferate the Brand’s message
    19. 19. Facebook/MySpace Mining <ul><li>Mine Fans of Competitive Shows on Facebook </li></ul><ul><ul><li>Create Affinity Maps </li></ul></ul><ul><ul><li>Who has large influential online presence </li></ul></ul><ul><li>Affinity to Travel Channel </li></ul><ul><ul><li>Look at pre-existing groups </li></ul></ul><ul><ul><li>Overlay competitive maps to Travel Channel Groups </li></ul></ul><ul><li>Target Outreach </li></ul><ul><ul><li>Establish 1-to-1 relationship </li></ul></ul><ul><ul><li>Understand their views and willingness to participate </li></ul></ul>
    20. 20. Pick the Platforms <ul><li>Travel Channel Brand and Fan Pages </li></ul><ul><li>Facebook pages </li></ul><ul><li>MySpace pages </li></ul><ul><li>YouTube </li></ul><ul><li>Twitter </li></ul><ul><li>Blog Sites </li></ul>
    21. 21. Influencer Outreach <ul><li>One to One Communication </li></ul><ul><ul><li>Sneak Peaks </li></ul></ul><ul><ul><li>Q&A </li></ul></ul><ul><ul><li>Live Events </li></ul></ul><ul><ul><li>Video Embeds </li></ul></ul><ul><ul><li>Show Merchandise </li></ul></ul><ul><ul><li>Contests </li></ul></ul><ul><li>Ghost Adventures </li></ul><ul><ul><li>Online WOM Only </li></ul></ul><ul><ul><li>2 nd Most Successful New Show Launch in Travel Channel history </li></ul></ul>
    22. 22. Live Chats <ul><li>One-to-Many-to-One </li></ul><ul><ul><li>Fan participation </li></ul></ul><ul><ul><li>Q&A </li></ul></ul><ul><ul><li>Insights </li></ul></ul><ul><ul><li>Behind the scenes </li></ul></ul><ul><li>Drive Viral Awareness </li></ul><ul><ul><li>Fans can embed live chat player directly into site </li></ul></ul><ul><ul><li>Facebook events drives awareness </li></ul></ul>
    23. 23. Twitter <ul><li>Host Updates </li></ul><ul><ul><li>When traveling </li></ul></ul><ul><ul><li>On location </li></ul></ul><ul><ul><li>Behind the scenes </li></ul></ul><ul><li>Differentiate with Photos </li></ul><ul><ul><li>Train hosts on mobile applications such as TwitterFon </li></ul></ul><ul><ul><li>Upload photos </li></ul></ul><ul><ul><li>Respond to fans </li></ul></ul><ul><li>Track Everything </li></ul><ul><ul><li>Custom links </li></ul></ul><ul><li>Total Followers </li></ul><ul><ul><li><<insert followers>> </li></ul></ul>
    24. 24. Widgets <ul><li>Viral Distribution </li></ul><ul><ul><li>100s of platforms </li></ul></ul><ul><ul><li>Ongoing visibility with active influencers </li></ul></ul><ul><ul><li>More content than :30 video clips </li></ul></ul><ul><ul><li>Trackable </li></ul></ul><ul><li>Visibility </li></ul><ul><ul><li>4 Widgets </li></ul></ul><ul><ul><li>1.9 million views </li></ul></ul><ul><ul><li>1.2 million unique visitors </li></ul></ul><ul><ul><li>4,500 installs </li></ul></ul><ul><li>Cross Promotions </li></ul><ul><ul><li>Drive visibility for Sweepstakes </li></ul></ul><ul><ul><li>Mobile Fan Club </li></ul></ul><ul><ul><li>Applications </li></ul></ul><ul><ul><li>Games </li></ul></ul>
    25. 25. Kidnap! <ul><li>Viral Game </li></ul><ul><ul><li>Drive interest and traffic to Travel Channel </li></ul></ul><ul><ul><li>Not about the shows </li></ul></ul><ul><li>Game Theory </li></ul><ul><ul><li>Leaderboards </li></ul></ul><ul><ul><li>Points </li></ul></ul><ul><ul><li>Rankings </li></ul></ul><ul><li>Visibility </li></ul><ul><ul><li>1.8 million active users </li></ul></ul><ul><ul><li>232 million “Naps” </li></ul></ul>Kidnap! built by Rapp Collins
    26. 26. Private Community <ul><li>High-Touch </li></ul><ul><ul><li>Facilitation inspires trust and helps community members feel valued </li></ul></ul><ul><ul><li>Drives higher quality insights, greater interaction and candor </li></ul></ul><ul><li>Influencer Recruitment </li></ul><ul><ul><li>Travel Channel Influencers </li></ul></ul><ul><ul><li>Non-Travel Channel influencers </li></ul></ul>Community built on Communispace
    27. 27. What We Got <ul><li>Understanding Affinities </li></ul><ul><ul><li>Connection between fans and shows </li></ul></ul><ul><li>Building the Tribe </li></ul><ul><ul><li>Who our fans and followers are </li></ul></ul><ul><li>Feedback on Shows </li></ul><ul><ul><li>What’s working, what isn’t </li></ul></ul><ul><li>New Advertising Revenue </li></ul><ul><ul><li>Better data to engage potential advertisers </li></ul></ul><ul><ul><li>More traffic to website for current advertisers </li></ul></ul><ul><ul><li>Large and growing installed fan base to leverage insights for ad programming </li></ul></ul><ul><li>Launch Platform </li></ul><ul><ul><li>Quickly inform on new shows and apps </li></ul></ul>Image provided by Rapp Collins Image provided by UNBOUND Technologies
    28. 28. Understand Viral Distribution
    29. 29. Results in 6 Months <ul><li>Social Media Traffic Drivers </li></ul><ul><ul><li>Facebook Top 10 Referring Source </li></ul></ul><ul><li>Fan Base </li></ul><ul><ul><li>375,000 Community Members </li></ul></ul><ul><ul><li>1.8 Million Kidnap! Users </li></ul></ul><ul><li>Fan Base </li></ul><ul><ul><li>375,000 Community Members </li></ul></ul><ul><ul><li>1.8 Million Kidnap! App Users </li></ul></ul><ul><ul><li>350,000 Uniques to “I Have The Bug” </li></ul></ul><ul><ul><li>81,000 Hungry for More App Users </li></ul></ul><ul><ul><li>Over 40,000 online conversations about Travel Channel </li></ul></ul><ul><ul><li>80% Positive Sentiment </li></ul></ul><ul><ul><li>150 – 1,500 Live Chat Participants </li></ul></ul>
    30. 30. Thank You! James Clark Co-Founder, Room 214 [email_address] Twitter: @jamesoclark Phone: 303-444-9214 x100 Chase McMichael Chairman CTO, UNBOUND Technologies [email_address] Twitter: @ChaseUNBOUND Phone: 888 377 1264 X 22