Intro to Social Media


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Intro to Social Media

  1. 1. Introduction to Social Media Amit Klein November ’09
  2. 2. What is Social Media?
  3. 3. <ul><li>“ Social Media is a conversation supported by online tools” </li></ul><ul><li>~ Kelsey Ruger </li></ul>
  4. 4. What is Social Media?
  5. 5. What is Social Media?
  6. 7. Agenda <ul><li>Why engage in Social Media? </li></ul><ul><li>Case Studies (Dell, Nike+, Few Others) </li></ul><ul><li>How are brands successfully leveraging FB? </li></ul><ul><li>How are brands successfully leveraging Twitter? </li></ul><ul><li>When Social Media goes wrong </li></ul><ul><li>Social Media Analytics </li></ul>
  7. 8. Why Engage in Social Media?
  8. 9. <ul><li>“ Businesses will increasingly use social media to get closer with customers… It is getting too expensive and inconvenient to meet face-to-face in the real world, there will be more efforts to bring the conversation … to virtual communities .” </li></ul><ul><li>- Shel Israel </li></ul>
  9. 10. Why engage in Social Media? <ul><li>Increasing Sales/Conversions </li></ul><ul><li>(benefits not always immediately tangible) </li></ul><ul><li>Improving Reputation / Authority </li></ul><ul><li>Increasing Brand Awareness / Reach </li></ul><ul><li>Building Relationships / Engagement </li></ul>
  10. 11. Case Study - Dell
  11. 12. <ul><li>In the year and a half between 2006 and 2007 negative online postings about Dell dropped from 49% to 22% </li></ul><ul><li>- Adweek </li></ul>* e3i1751753614c1db778979604e004b8d1c
  12. 13. Dell – Improving Reputation <ul><li>Monitor </li></ul><ul><ul><li>15,000 blog posts written daily about Dell (using Visible Technologies) </li></ul></ul><ul><li>Respond </li></ul><ul><ul><li>Dell launched first blog Direct2Dell </li></ul></ul><ul><ul><li>Uncensored comments, real people, human voices </li></ul></ul><ul><li>Empower </li></ul><ul><ul><li>Allow community members to answer problems in forums </li></ul></ul><ul><ul><li> Suggest ideas (10k+), vote (650k+), see results </li></ul></ul>
  13. 14. Dell – Improving Reputation <ul><li>Today </li></ul><ul><ul><li>12+ company blogs in 5 languages </li></ul></ul><ul><ul><li>35 community ambassadors </li></ul></ul><ul><ul><li>30+ corporate twitter accounts </li></ul></ul>
  14. 15. Dell – Increasing Sales <ul><li>Dell has made $6.5mil in 2.5 years as a result of delloutlet on Twitter (1.5m followers) </li></ul><ul><li>Send coupons, clearance events, new arrival information </li></ul>
  15. 16. Case Study – Nike+
  16. 17. <ul><li>Nike’s market share (running shoes) jumped from 48% in 2006 to 61% in 2008… A significant amount of the growth comes from Nike+ </li></ul><ul><li>- BusinessWeek </li></ul>*
  17. 18. Nike Plus – Building Relationships Nike as sold 1.8 million Nike+ devices
  18. 19. Nike Plus – Building Relationships
  19. 20. Nike Plus – Building Relationships <ul><li>Nike Plus community website: </li></ul><ul><ul><li>tracks each run, pace, distance </li></ul></ul><ul><ul><li>comparison with other runs, runners </li></ul></ul><ul><ul><li>offline running communities </li></ul></ul><ul><ul><li>Competitions – Human Race 10k Run (1mil people) </li></ul></ul><ul><li>Blogging Network </li></ul><ul><li>Flickr (4,000+ photos for Human Race) </li></ul><ul><li>Youtube (1,000+ videos for Nike Plus) </li></ul>
  20. 21. Additional Examples
  21. 23. Additional Examples
  22. 24. Facebook Fan Pages
  23. 25. Facebook Fan Pages – Vitamin Water <ul><li>Major advertisements go directly to Facebook Fan page </li></ul><ul><li>Tap into passionate user base, questions like who is better Kobe or Lebron, lots of discussion </li></ul><ul><li>Is a corporate website necessary anymore? </li></ul>
  24. 26. Facebook Fan Pages <ul><li>Reach - Builds off Facebooks 300m users </li></ul><ul><li>Distribution / Virality - Actions are published directly to activity stream </li></ul><ul><li>Consistent Engagement - Get a fan once, push content forever </li></ul>
  25. 27. Biggest Facebook Fan Pages * Rank Facebook Fan Page Name Number of Facebook Fans 1 Michael Jackson 10mil 2 Barack Obama 6.8mil 3 Vin Diesel 6.5mil 4 Facebook 5.5mil 5 Megan Fox 5.0mil 6 Mafia Wars 4.8mil 7 R.I.P. Michael Jackson (We Miss You) 4.6mil 8 Pizza 4.6mil 9 I Love Sleep 4.6mil 10 Starbucks 4.6mil 11 Will Smith 4.5mil 12 Dr. House 4.4mil 13 I need a vacation 4.4mil 14 Lady Gaga 4.2mil 15 Coca Cola 4.1mil
  26. 28. Facebook Fan Pages – Coke <ul><li>Coke Fan page was started by two regular users </li></ul><ul><li>In seven months grew to 3.3 million fans </li></ul><ul><li>Facebook changed rules and didn’t allow users to create branded pages </li></ul><ul><li>Coke teamed up with the creators of the page, flew them to HQ, gave them a tour, brought them into meetings, brainstormed ideas, made them part of the company, let them be real evangelists </li></ul>
  27. 29. Facebook Fan Pages – Coke
  28. 30. Facebook Fan Pages – Victoria Secret <ul><li>Balance between content and advertising </li></ul>
  29. 31. Facebook Fan Pages – Alicia Keys
  30. 32. Facebook Fan Pages – 1-800-Flowers
  31. 33. Facebook Fan Pages <ul><li>Don’t just sell, entertain… blend advertisements with good content </li></ul><ul><li># of Fans are not as important as engagement – create opportunities for your fans to engage </li></ul><ul><li>Respond to fans, ask them questions, 2-way </li></ul><ul><li>Make it easy to share </li></ul><ul><li>Give early access / promotions - make people feel like they are getting something special by fanning you </li></ul>
  32. 35. Facebook Fan Pages – ZooZoos
  33. 36. Facebook Apps
  34. 37. Facebook Apps – ZooZoos
  35. 38. Facebook Apps – ZooZoos
  36. 39. Facebook Apps - Ballers Network
  37. 40. Facebook Apps – Pizza Hut
  38. 42. Facebook Apps
  39. 43. Social Data Portability
  40. 44. Facebook Connect <ul><li>Allows you to create a Facebook Application outside of Facebook </li></ul><ul><li>Single sign on (no need to register for the site) </li></ul><ul><li>Use your photo </li></ul><ul><li>Publish content to your activity stream </li></ul><ul><li>Invite people from Facebook to participate in activity </li></ul><ul><li>Send email from Facebook on your behalf </li></ul>
  41. 45. Facebook Connect - CNN <ul><li>During Obama Inauguration CNN allowed users to chat using Facebook Connect </li></ul><ul><ul><li>600,000 status updates posted during event </li></ul></ul><ul><ul><li>4,000 status updates per minute </li></ul></ul><ul><ul><li>Millions of logins </li></ul></ul>
  42. 46. Facebook Connect - Digg
  43. 47. Facebook Connect – Fight Club
  44. 48. Other APIs <ul><li>OpenSocial </li></ul><ul><ul><li>Similar to Facebook Connect but for orkut, MySpace, Friendster, Ning, Yahoo! and third party sites </li></ul></ul><ul><ul><li>Uses HTML/JS/CSS </li></ul></ul><ul><li>Sign in with Twitter </li></ul><ul><li>LinkedIn Developer Platform </li></ul>
  45. 49. Twitter
  46. 50. <ul><li>“ Twitter is about approach, transparency, and immediacy” </li></ul><ul><li>- Jack Dorsey, Twitter Co-Founder </li></ul>
  47. 51. Reasons for Businesses to use Twitter <ul><li>Increase transparency / authenticity </li></ul><ul><ul><li>Give your company a human face, voice and personality </li></ul></ul><ul><li>Brand Management </li></ul><ul><ul><li>Create awareness about your products (buzz) </li></ul></ul><ul><ul><li>Find out what people are saying about your company/products </li></ul></ul><ul><li>Deeper Engagement </li></ul><ul><ul><li>Identify your biggest evangelists </li></ul></ul><ul><ul><li>Respond to criticism / help </li></ul></ul><ul><ul><li>Increase reputation and authority </li></ul></ul><ul><li>Identify Sales Opportunities </li></ul><ul><ul><li>Share deals </li></ul></ul><ul><ul><li>Identify potential customers </li></ul></ul><ul><li>Track Trends </li></ul>
  48. 52. Case Study - #iranelections
  49. 53. <ul><li>“ News media can’t keep pace with the new world of media consumption and the insatiable appetite for information” </li></ul><ul><li>- Ann Curry, NBC </li></ul>
  50. 54. #iranelection – Breaking News <ul><li>Frustration with lack of mainstream coverage of Iranian elections </li></ul><ul><ul><li>Mainstream news is not covering the world fast enough </li></ul></ul><ul><ul><li>TV news is episodic (played a retaped show on Sat night of Larry King while Iranians protested in the streets) </li></ul></ul><ul><ul><li>Iranian government shut off text messaging and access to most social networks – multiple ways to access Twitter </li></ul></ul><ul><ul><li>#iranelection trending topic for the last 2 weeks </li></ul></ul><ul><ul><li>Risks: fact checking, causing panic, losing credibility </li></ul></ul>
  51. 55. #iranelection – Breaking News
  52. 56. Case Study - Zappos
  53. 57. <ul><li>“ Everyone knows why GMblogs and TheHomeDepot have Twitter accounts: To make more money... We'll care about you if you buy our stuff. That's the corporate quid pro quo. </li></ul><ul><li>Tony Hsieh uses Twitter because he likes Twitter. He writes, ... if you can talk your friends into joining it and you all use it for 2 weeks, it will change your life. You will wonder how you ever lived without it.&quot; </li></ul><ul><li>- Sage Lewis, Search Engine Watch </li></ul>
  54. 58. Zappos – Building Relationships
  55. 59. Zappos – Building Relationships <ul><li>Transparent, effective use of Twitter includes: </li></ul><ul><ul><li>Intro to Twitter </li></ul></ul><ul><ul><li>Employee Tweets & Pics (430+ employees) </li></ul></ul><ul><ul><li>CEO most active user </li></ul></ul><ul><ul><li>Zappos Public Mentions </li></ul></ul><ul><ul><li>Highlight SuperFans </li></ul></ul><ul><ul><li>3000+ links pointing at </li></ul></ul><ul><ul><li>Bought by Amazon for $928mil </li></ul></ul>
  56. 60. Additional Examples
  57. 61. Additional Examples
  58. 62. Additional Examples
  59. 63. Additional Examples
  60. 64. How to leverage Twitter <ul><li>Setup keyword searches for you and your competitors </li></ul><ul><li>Engage people / participate in conversations / build trust </li></ul><ul><li>Gather feedback about your products / services </li></ul><ul><li>Share links / info </li></ul><ul><li>Don’t just talk about yourself! - Retweet others </li></ul><ul><li>Try coupons / promotions - measurable </li></ul><ul><li>Take orders </li></ul><ul><li>Contests </li></ul><ul><li>People are finding new uses all the time… </li></ul>
  61. 65. <ul><li>“ It’s pretty easy to spot those that are just joining the network purely to take –not to give. Be a part of the conversation before you need anything from anyone … share knowledge, help others, and become a trusted node and connector, not just an outlier…” </li></ul><ul><li>- Jeremiah Owyang </li></ul>
  62. 66. The Twitterverse
  63. 67. When Social Media Goes Wrong
  64. 69. #chetanblocks <ul><li>Chetan Bhagat author of Five Point Someone, One Night at the Call Center, Three Mistakes of My Life, Two States is one of the most followed Indians on Twitter </li></ul>
  65. 70. #chetanblocks <ul><li>Saad Akhtar author of webcomic responded and was blocked by Chetan </li></ul>
  66. 71. #chetanblocks <ul><li>Firestorm ensued: </li></ul><ul><li>342,000 tweets with #chetanblocks in 2 days </li></ul><ul><li>What’s the difference between a Chetan Bhagat book and a leech? The leech eventually stops sucking #chetanblocks </li></ul>
  67. 72. #chetanblocks
  68. 73. #chetanblocks
  69. 74. #chetanblocks <ul><li>What’s the point? </li></ul><ul><li>Everything you say is public, think before you tweet </li></ul><ul><li>Don’t launch into flame wars with fans </li></ul><ul><li>Things bubble up very quickly </li></ul><ul><li>Power of the masses (for good or bad) </li></ul>
  70. 76. Social Media Analytics
  71. 77. Measuring SMM <ul><li>Hard, very early, no one does this well </li></ul><ul><li>How do you measure Reach, Authority/Influence, Engagement, Sentiment? </li></ul><ul><li>The metrics you use to measure (and the tools) change constantly, depending on your objectives </li></ul><ul><li>Don’t be afraid to throw out metrics or recalculate frequently. </li></ul>
  72. 78. Measuring SMM - Reach <ul><li>Number of Friends/Followers/Fans – Facebook/Twitter </li></ul><ul><ul><li>2nd Degree relationships (number of friends of friends, etc…) </li></ul></ul><ul><ul><li>Careful, friends can be bought </li></ul></ul><ul><li>RSS Subscriptions / Usage - FeedBurner </li></ul><ul><li>Visitors to your site – Compete, Alexa, Google Analytics </li></ul>
  73. 79. Measuring SMM –Engagement <ul><li>Visitor Loyalty - the number of return visitors over a period of time (1 month) </li></ul><ul><li>Duration - Length of time spent on site (more importantly is this number trending upwards) </li></ul><ul><li>Actions - The number of actions taken on the site: downloading, posting, commenting, etc... </li></ul><ul><li>Subscriptions - Number of visitors who have given you personal information </li></ul><ul><li>User Actions - Comments, posts, downloads, plays, wall posts, song plays (Facebook Insights) </li></ul><ul><li>Twitter DM’s and @’s </li></ul>
  74. 80. Measuring SMM – Authority/Influence <ul><li>Public Mentions (Blogs) - Google Blog Search / Alerts, socialmention </li></ul><ul><li>Public Mentions (Twitter) - Twitter Search / </li></ul><ul><li>Public Mentions (Facebook) – Facebook Lexicon </li></ul><ul><li>Incoming Links (Blogs) – Technorati, Twitalyzer, Google Webmaster Tools </li></ul><ul><li>Public mentions (music plays, youtube comments, etc…) - Trendrr </li></ul><ul><li>Comments about you on other sites (BackType) </li></ul><ul><li>Retweets – Twitter Search / </li></ul><ul><li>Unsolicited Positive Responses – Twitter </li></ul><ul><li>Links back to your sites – Google Webmaster Tools </li></ul>
  75. 81. Measuring SMM - Sentiment <ul><li>Twitter Search </li></ul><ul><li> </li></ul><ul><li>Omniture - </li></ul><ul><li>Visible Technologies </li></ul><ul><li>Sentiment Metrics </li></ul><ul><li>Radian 6 </li></ul>
  76. 82. Group Project
  77. 83. Group Project <ul><li>Form teams of 4-5 people </li></ul><ul><li>Partner a local NGO and create a strategy to generate awareness / solicit donations for a cause </li></ul><ul><li>Find a local NGO: , , </li></ul><ul><li>Come up with an idea for a project </li></ul><ul><li>Send us your ideas for your project, how you will use online media to promote that initiative and how you will measure success </li></ul><ul><li>Next week meet with us to review your plan and get some feedback </li></ul><ul><li>You will have one month to execute your projects </li></ul><ul><li>At the end write up how the project went, the statistics you used to measure success, what troubles you encountered, and lessons you learned. </li></ul>
  78. 84. Group Project <ul><li>Idea Suggestions: </li></ul><ul><li>Create an offline event (dinner) to raise money for an NGO participating in the Mumbai marathon - Use FB/Twitter to promote. </li></ul><ul><li>Create an offline event (clothes drive, book drive) – Use FB/Twitter/SEM to promote </li></ul><ul><li>Create an SEM campaign to solicit donations for a cause – measure using Google Analytics </li></ul><ul><li>Create a FB fan page to highlight a social cause – get as many fans as you can, create and promote some entertaining and enlightening content </li></ul><ul><li>Leverage social media tools / SEM to get volunteers for an NGO or specific event. </li></ul><ul><li>Ideally you should be using one social media tool as well as an SEM campaign. </li></ul>
  79. 85. Questions?