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Computer Assisted Social Interactions: Social Media 101, Building A Presence, May 2nd 2011


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All Media by Nature is Social.

What we have begun to refer to as Social Media is better described as:
Computer Assisted Social Interactions.

This Presentation provides an overview into the need to practice Planning as a discipline and the ways that Magazines and publishing can leverage such thinking. This was presented to the City and Regional Magazine Association (CRMA) at their annual conference.

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Computer Assisted Social Interactions: Social Media 101, Building A Presence, May 2nd 2011

  1. 1. Computer Assisted Social Interactions: Social Media 101, Building A Presence May 2nd 9:00am-10:15am Chicago, 2011 Benjamin J. Weisman, [email_address] Senior Vice President, Director of Innovations, MRM Worldwide – Princeton Office, an InterPublic Group company
  2. 2. What We Will Be Doing Today <ul><li>Look at Social Media relevancy for City & Regional Magazines (CRM ’s). </li></ul><ul><li>Define Computer Assisted Social Interactions. </li></ul><ul><li>Look at building a presence & relationship. </li></ul><ul><li>The landscape, Topline. </li></ul><ul><li>What ’s the deal with Facebook & Twitter? Why focus on them? </li></ul><ul><li>Understand how to communicate with Fans – The Basics. </li></ul><ul><li>Learn how to build a content calendar. </li></ul><ul><li>Learn how to set-up events. </li></ul><ul><li>Extending your fan page to the larger community, i.e. Facebook fan widget. </li></ul><ul><li>Successful Brand Facebook & Twitter pages, Power Users & Lifecasters </li></ul><ul><li>Learn how to utilize Facebook & Twitter to meet business needs. </li></ul><ul><li>Basic Facebook & Twitter measurement & monitoring tools. </li></ul>
  3. 3. Social Media Is a Part of Publishing <ul><li>All Media by Nature is Social. </li></ul><ul><li>What we have begun to refer to as Social Media is better </li></ul><ul><li>described as: </li></ul><ul><li>Computer Assisted Social Interactions . </li></ul><ul><li>Magazines & all publications are Social Media & engage </li></ul><ul><li>the moderator or editor & end user or audience. </li></ul><ul><li>This is why you have tremendous capital already. </li></ul>
  4. 4. City & Regional Magazines Have Permission <ul><li>You have street cred: </li></ul><ul><li>City & Regional Magazine s (CRM’s) carry an uncompromised amount of social capital </li></ul><ul><li>CRM ’s are in the business of building audiences </li></ul><ul><li>CRM ’s understand consumers & buying trends especially in the Social & retail space </li></ul><ul><li>CRM ’s can educate & help companies of all sizes expand their social media capabilities to acquire, engage & monetize fans & followers, & build social capital </li></ul><ul><li>CRM ’s can develop a strategic approach to give clients the insights & tools needed to realize business growth </li></ul>
  5. 5. Build a Presence and Relationship <ul><li>The core of CASI is the art of building relationships. </li></ul><ul><li>CASI empowers businesses to: </li></ul><ul><ul><li>Establish brand loyalty among a proprietary consumer base </li></ul></ul><ul><ul><li>Generate greater brand awareness & visibility </li></ul></ul><ul><ul><li>Engage in conversations with brand advocates </li></ul></ul><ul><ul><li>Present benefits and rewards to those who are most loyal </li></ul></ul>Nearly 70% of customers said a positive referral from a friend on FB would positively influence their purchase decision
  6. 6. At it s Core <ul><li>CASI is a digital tool that essentially allows consumers to raise their hands & connect with brands that deserve their time, attention and patronage. </li></ul><ul><li>Engage the busy social consumer & make that important human connection? </li></ul><ul><li>— Yes, ‘be relevant’ and ‘be there’ to start! </li></ul>
  8. 8. Inspire & Plan <ul><li>It's like anything else we do, it requires practice: </li></ul><ul><li>But it doesn't stop there. One aspect of CASI that is too often skipped is the Planning it requires. </li></ul><ul><li>You need to invest time to do this right, not just budget. It's a commitment. </li></ul><ul><li>You need some dedicated resources to manage, staff. </li></ul><ul><li>Who is the producer, the moderator, who does custom creative? </li></ul><ul><li>Depending on your work and content lines, you are creating a history and integrating and shaping cultural components for your audience. </li></ul><ul><li>This requires new and specific skill sets that often times one single person does not have. </li></ul>
  9. 9. Create a Voice your Audience Understands <ul><li>Talking to other people & users on Social Networks, Like Facebook & Twitter isn ’t enough. </li></ul><ul><li>Define a voice for your wall posts & pages. </li></ul><ul><li>It ’s like character creation. How would Boston magazine talk if it was a person, or if it was planning to go to a party? Your characteristics & tone will reverberate with your audience. </li></ul><ul><li>Make sure it ’s authentic & related to your brands & region. </li></ul>
  10. 10. <ul><li>• Think about what your goals are and what ROI should be measured by for your initiative. Don ’t assume users will flock. Field of Dreams is a movie, not a reality. </li></ul><ul><li>• Computer Assisted Social Interactions by it's nature is a collaborative execution. It's an iterative process. We learn as we go & change with & by the collective. </li></ul><ul><li>• Think it up, and try it! Driven by ideation, executions can rely on the possibilities available with the tools that exist in the space. We will focus on the possibilities available today. </li></ul><ul><li>• The reality is that the possibilities continue to grow every day. As more and more people participate on the digital space and learn the craft of programming, they use and see ways to improve the UX. We are in the business of producing experiences and empowerment. The innovation arises out of a need or a desire for a utility or playfulness. The potential resides with the users. They will help define the brands and services we are surrounded with now. Their participation is now a form of consumption. Crowd sourcing is happening around us. </li></ul>Have a Plan
  11. 11. Have A Plan & Tactics to Drive Results <ul><li>Grow Volume </li></ul><ul><ul><li>Custom content </li></ul></ul><ul><ul><li>Incentivize: perhaps with a Sweepstakes </li></ul></ul><ul><li>Engagement & participation in the conversation (UGC) </li></ul><ul><ul><li>Questions & queries </li></ul></ul><ul><ul><li>Contests </li></ul></ul><ul><ul><li>Voting/polls </li></ul></ul><ul><li>Monetization </li></ul><ul><ul><li>Ecommerce store front </li></ul></ul><ul><ul><li>Offer coupons & incentivize </li></ul></ul><ul><ul><li>Consider group deals </li></ul></ul><ul><ul><li>Create demand for products with planned launches </li></ul></ul><ul><ul><li>Drive pre-qualified buyers to your website </li></ul></ul>
  12. 12. <ul><li>Users aren ’ t only interested in value, they like content </li></ul><ul><li>Plan Social Media with your other market planning </li></ul><ul><li>Good design & messaging matter </li></ul><ul><li>Social Media doesn ’t have to be involved to succeed </li></ul><ul><li>Think about your name and others who use it </li></ul><ul><li>User reviews and comment engagement work </li></ul><ul><li>Maintain a conversation, people listen </li></ul><ul><li>Consumers like promotions & sweepstakes </li></ul><ul><li>Authenticity </li></ul><ul><li>Simplicity </li></ul>Getting the Most out of Social Media
  13. 13. Key Considerations For A Social Presence <ul><li>Publications have an audience ecosystem & Companies, Advertisers, & Clients will pay to get to these users. </li></ul><ul><li>Own relationships with the local businesses in your region. </li></ul><ul><li>Local publications have permission to be about local happenings. </li></ul><ul><li>Contextualize your inventory as reaching your local audiences. </li></ul><ul><li>Rethink sales models, illicit advocates in users </li></ul><ul><li>Activate your audience with dialog and interaction. </li></ul><ul><li>Participation, engage your audience directly. </li></ul><ul><li>Original content distribution & content creation. </li></ul><ul><li>Lasting & short term tactics. </li></ul><ul><li>What is incentive to users? </li></ul>
  14. 14. Fish Where the Fish Are: consider your fishing hole with care to catch some
  15. 15. Data Source:
  16. 16. Data Source: Mullen
  17. 17.
  18. 18. <ul><li>But there are two predominant Social Networks at the moment that have a lot of fish and can provide catches without a large cost of entry: </li></ul><ul><li> & </li></ul><ul><li>Not to say YouTube & Vevo don ’t rock in video. And that LastFM & Pandora don’t jam on the music. And that Yelp & Urban Spoon don’t have the scoop on food. Or that Linkedin doesn’t have the job postings. </li></ul><ul><li>But today, we will be focusing on Facebook & Twitter. </li></ul>There Are Plenty of Places to Fish
  19. 19. Some Data: do people really use social media?
  20. 20. People Are Hitting These Pages. Hard. <ul><li>The Social Media Examiner ’s recent study analysis states that, </li></ul><ul><li>Social Media is now main stream & marketing people are engaged : </li></ul><ul><li>90% of marketers indicate that social media is important for their business. </li></ul><ul><li>One third of all social media marketers want to know how to monitor & measure the return on investment (ROI) of social media and integrate their social media activities. </li></ul><ul><li>58% of marketers are using social media for 6 hours or more each week, and more than a third invest 11 or more hours weekly. </li></ul><ul><li>77% of marketers plan on increasing their use of YouTube and video marketing, making it the top area marketers will invest in for 2011. </li></ul><ul><li>70% of marketers want to learn more about Facebook & 69% want to learn more about blogging. </li></ul><ul><li>Source: </li></ul><ul><li>Source: </li></ul>
  21. 21. People Go Bonkers for Facebook! <ul><li>In March 2011 Facebook hits grew 31.5 percent from the previous year. </li></ul><ul><li>For the month of March 2011 Facebook had: </li></ul><ul><li>Total Unique Visitors (000) 152,968 </li></ul><ul><li>Average Minutes per Visit 10.1 </li></ul><ul><li>Average Daily Visitors (000) 63,012 </li></ul><ul><li>Average Visits per Visitor 34.2 </li></ul><ul><li>Total Pages Viewed (MM) 85,559 </li></ul><ul><li>For Organic Search terms related Total Clicks (MM) 412.91 </li></ul><ul><li>10-4pm dominates the time of day when users participate </li></ul><ul><li>(000) hundreds of thousands </li></ul><ul><li>(MM) Millions </li></ul><ul><li>Source: </li></ul>
  22. 22. People Are Watching YouTube Videos! <ul><li>In March 2011 YouTube hits grew 10.3 percent from the previous year. </li></ul><ul><li>For the month of March 2011 YouTube had: </li></ul><ul><li>Total Unique Visitors (000) 113,072 </li></ul><ul><li>Average Minutes per Visit 15.3 </li></ul><ul><li>Average Daily Visitors (000) 25,301 </li></ul><ul><li>Average Visits per Visitor 11.9 </li></ul><ul><li>Total Pages Viewed (MM) 16,473 </li></ul><ul><li>For Organic Search terms related Total Clicks (MM) 304.88 </li></ul><ul><li>10-4pm skews higher for the time of day when users participate </li></ul><ul><li>(000) hundreds of thousands </li></ul><ul><li>(MM) Millions </li></ul><ul><li>Source: </li></ul>
  23. 23. People Are Checking Out Twitter! <ul><li>In March 2011 Twitter hits grew 14.5 percent from the previous year. </li></ul><ul><li>For the month of March 2011 Twitter had: </li></ul><ul><li>Total Unique Visitors (000) 25,590 </li></ul><ul><li>Average Minutes per Visit 3.5 </li></ul><ul><li>Average Daily Visitors (000) 2,905 </li></ul><ul><li>Average Visits per Visitor 6.2 </li></ul><ul><li>Total Pages Viewed (MM) 724 </li></ul><ul><li>For Organic Search terms related Total Clicks (MM) 21.75 </li></ul><ul><li>5-7pm skews higher for the time of day when users participate </li></ul><ul><li>(000) hundreds of thousands </li></ul><ul><li>(MM) Millions </li></ul><ul><li>Source: </li></ul>
  24. 24. Gannett & Tribune Are Representing <ul><li>In March 2011 Tribune Interactive Properties hits grew 18.5 percent from the previous year. For the month of March 2011 all of Tribune Interactive had: </li></ul><ul><li>Total Unique Visitors (000) 34,880 </li></ul><ul><li>Total Pages Viewed (MM) 495 </li></ul><ul><li>In March 2011 Gannett Sites hits grew 5.2 percent from the previous year. For the month of March 2011 all Gannett Sites had : </li></ul><ul><li>Total Unique Visitors (000) 41,970 </li></ul><ul><li>Total Pages Viewed (MM) 910 </li></ul><ul><li>(000) hundreds of thousands </li></ul><ul><li>(MM) Millions </li></ul><ul><li>Source: </li></ul>
  25. 25. News & Editorial Have Content: cnn early on got experimental with social content
  26. 26. CNN
  27. 27. CNN
  28. 28. CNN
  29. 29. <ul><li>What They Are Doing </li></ul><ul><ul><li>Blurbing about the most current events and teasing the most desired bits of information to lure friends and fans to Showing support for political, media, individuals by being a fan of their page. Doing Social Media firsts like using Facebook Connect are integrating video and conversations with the masses around key events. Also building up momentum and monetizing these lead ups to social media engagement moments. </li></ul></ul><ul><li>Best in Class </li></ul><ul><ul><li>Social Media is a way to inform people with (brand) news in various places, where the consumer is at that very moment </li></ul></ul><ul><ul><li>Setting a standard for how to integrate Facebook /social media with broadcast video content and enabling a forum on a mega scale. </li></ul></ul><ul><ul><li>Monetizing the events with advertisers </li></ul></ul><ul><ul><li>Maintaining their presences regularly and overtime </li></ul></ul>CNN
  30. 30. CNN Twitter Profiles
  31. 31. <ul><li>What they are doing </li></ul><ul><ul><li>Breaking up into more specific sections, like a newspaper. CNN International (cnni), CNN Money, CNN Breaking News </li></ul></ul><ul><ul><li>Having direct conversations with users and enabling users to participate in the news creation if they are at a location or snap a photo </li></ul></ul><ul><ul><li>Bringing their news product into various formats to try & fit peoples lives </li></ul></ul><ul><ul><li>Using Twitter as an extension of a news broadcast, by bringing the news to consumers quicker and recognizing the mobile aspect of the service </li></ul></ul><ul><li>Best in Class </li></ul><ul><ul><li>Having multiple voices for their multiple channels and tying the twitter feeds into their broadcast media </li></ul></ul><ul><ul><li>Under one brand umbrella, it is possible to segment and talk with the specific targets in their language about very vertical subjects </li></ul></ul>CNN Twitter Profiles
  32. 32. FACEBOOK: a place to organize study groups & talk to consumers
  33. 33. Welcome to Facebook
  34. 34. <ul><li> Blackberry iPhone </li></ul>Facebook Mobile Continues to Rise
  35. 35. <ul><li>What is this Facebook thing? </li></ul><ul><ul><li>A free-access ‘ social networking’ website </li></ul></ul><ul><ul><li>Users can join networks organized by city, workplace, school, & region to connect and interact with other people. </li></ul></ul><ul><ul><li>People can also add friends and send them messages, and update their personal profiles to notify friends about themselves </li></ul></ul><ul><ul><li>People can share information & have conversations publicly and privately with their community </li></ul></ul><ul><ul><li>Currently there are more than 500 million active users worldwide </li></ul></ul><ul><ul><li>International company in multiple languages </li></ul></ul><ul><ul><li>An engagement & advertising platform </li></ul></ul><ul><li>Data Source: </li></ul>What ’s the Deal with Facebook?
  36. 36. AOPA <ul><li>Driven by a Content Calendar </li></ul><ul><li>An extension of the printed piece </li></ul><ul><li>Access to Organization Leadership as Brand Ambassadors </li></ul><ul><li>Pushes content prior to printing and seeds interest </li></ul><ul><li>Drives to other digital properties, site and digital magazine </li></ul><ul><li>Engages consumers in discussions </li></ul><ul><li>Links to other Facebook Pages of the brand </li></ul>
  37. 37. Applebee ’s
  38. 38. Applebee ’s <ul><li>The Veterans Day Campaign in the second-half of 2010 alone, the campaign generated—over 21 million impressions—averaging nearly 100,000 a day. </li></ul><ul><li>In 2010, over 26,000 people RSVP ’d to attend – a major advance over 1,000 in 2009. </li></ul><ul><li>The culmination of this socially driven initiative, supported by posting of live streaming video and photos, resulted in nearly 1MM impressions on Veterans Day 2010! </li></ul><ul><li>Grew Brand Evangelists & Ambassadors. </li></ul><ul><li>The Applebee ’s Facebook community was launched in June 2009. </li></ul><ul><li>Content Calendar helped strong organic growth for nearly a year resulting in 175k “Likes”— a 38% increase! </li></ul><ul><li>Some posts have seen 1,000 engagements per post.   </li></ul><ul><li>Select menu items are able to be shared with friends. </li></ul><ul><li>Restaurant location finder application is available on Facebook. </li></ul><ul><li>This Corporate Page is the main page, but also integrates with Franchise location pages. </li></ul>
  39. 39. ETS ® TOEFL ® <ul><li>Engaging an Audience hungry for knowledge of English </li></ul><ul><li>Touching a localized audience in India but reaching all English reading population </li></ul><ul><li>Helping educate on product </li></ul><ul><li>Extending a larger Ecrm program that guides users </li></ul><ul><li>Serving as a Customer Service Relationship Management channel </li></ul><ul><li>Driving qualified leads </li></ul><ul><li>Content Calendar driven </li></ul>
  40. 40. Roger Federer
  41. 41. Facebook Studio
  42. 42. Facebook Studio <ul><li>Facebook recently created a destination on its social network to showcase marketing efforts that have been executed on their Social Network. </li></ul><ul><li>The list of executions will continue to grow. “ Like ” it and check out some examples. </li></ul><ul><li>Submit some of your work after it goes live! </li></ul>
  43. 43. TWITTER: It ’s a place to find out which conference session is best & to talk to consumers
  44. 44. Twitter in Plain English
  45. 45. The Power of the Crowd The moment of now is a rising aspect of Twitter. The crowd sourcing factor. Example, mass transit. People can share information on transit issues and it's a service by the people for the people = Instant community Clear differentiation of Facebook and Twitter is that Twitter is about direct engagement always and mass engagement in the public sphere, and about customer service relationship management and the user ’s voice , and less about being a 'fan'-Consumers are becoming the new voice of Brand The political abilities. Example: Iran. When users made their icons green to support Iranians. The ability of now.
  46. 46. Welcome to Twitter!
  47. 47. <ul><li> TweetDeck Tweetery Twitterrific </li></ul>Mobile Twitter apps
  48. 48. <ul><li>Source: NY times </li></ul>
  49. 49. <ul><li>What is this Twitter thing? </li></ul><ul><ul><li>Twitter is a free social networking & micro-blogging service that enables its users to send and read messages known as tweets . </li></ul></ul><ul><ul><li>Communicate with your community of followers & with the larger web ethos. </li></ul></ul><ul><ul><li>Simplicity has played an important role in Twitter's success, Twitter asks one question &quot;What are you doing?&quot; Answers must be under 140 characters in length and can be sent via mobile texting (SMS), instant message, custom applications, or the web. </li></ul></ul><ul><ul><li>This Free SMS text message service has a community aspect! Just txt 40404! </li></ul></ul><ul><ul><li>Regular people, brands & customer service reps have embraced the service. </li></ul></ul><ul><ul><li>Integrates with all mobile devices. </li></ul></ul><ul><ul><li>Custom smart phone apps have been developed via Twitter ’s api. </li></ul></ul>What ’s the Deal with Twitter?
  50. 50. <ul><li>Who is using this Twitter thing? </li></ul><ul><ul><li>• Everyone from students, to parents, to hipsters are using it- and hey, there are over 75 million Twitter accounts in total. </li></ul></ul><ul><ul><li>• With more than 20 million people on Twitter in the U.S.(50 million worldwide), there are ample opportunities for audiences to engage with publications. </li></ul></ul><ul><ul><li>• Twitter is cool because it ’ s flexible and can be used anywhere someone can get mobile access or internet access. </li></ul></ul><ul><ul><li>• 65% of Twitter users are under the age of 25 Note: Only 0.7% of users disclosed their age, with younger users showing a higher probability of doing so. Still, the statistics suggest Twitter is growing in popularity among younger people. </li></ul></ul><ul><ul><li>• 92.4% of Twitter users follow less than 100 people, while 97.8% of Twitter users follow less than 400 people. At the other end of the extreme, 0.94% of Twitter users follow more than 1,000 people. </li></ul></ul><ul><li>Data Source: Sysomos, Dec 2010 </li></ul>What ’s so cool about Twitter?
  51. 51. <ul><li>What does this mean for my biz? </li></ul><ul><li>Test your harebrained ideas – </li></ul><ul><li>Twitter built for quick responses, making for quick feedback on your ideas. It ’s also a great place to ask a quick technical question, get software shopping advice, or travel tips for a city you’ve never visited. </li></ul><ul><li>Gain insight into your customers ’ lives – </li></ul><ul><li>Your customers and prospects are going online everyday and offering real time glimpses into their everyday business and personal lives. </li></ul><ul><li>Stream to your team – </li></ul><ul><li>If your entire team doesn ’t have the time or need to read the 100 blogs and websites that you find yourself reading everyday, then set up an account or select hashtag and use it as a way to bookmark the stuff you want your entire team to take note of. </li></ul><ul><li>Hiring – </li></ul><ul><li>Twitter has evolved into a great way to find good suppliers, vendors, and partners ready to go to work today. </li></ul><ul><li>Analyze what works – </li></ul><ul><li>Because of the immediacy of the tweeting environment it makes a great platform to help you understand what messages resonate and create immediate impact and what ones don ’t. </li></ul>Twitter & Your Business Needs
  52. 52. Twitter Power Users & Lifecasters <ul><li>They are living life and tweeting as part of their life. They broadcast their lives. </li></ul><ul><li>They are the new form of entertainment, Intertainment - Engageutainment </li></ul><ul><ul><li>• A user who knows a technology and a community well </li></ul></ul><ul><ul><li>• They operate often and frequently </li></ul></ul><ul><ul><li>• They engage a collective and variety of users </li></ul></ul><ul><ul><li>• They have a large following </li></ul></ul><ul><ul><li>• They are a celebrity within the space </li></ul></ul><ul><ul><li>• They reveal intimate and revealing details about their days and lives </li></ul></ul><ul><ul><li>• They are authentic </li></ul></ul><ul><li>It is important for the marketing communities to acknowledge and pay attention </li></ul><ul><li>to Lifecasters. They are influential & other users follow & pay attention to </li></ul><ul><li>them. They are defining the new culture as active leaders and engaging users of </li></ul><ul><li>all types. They are influencers who are branding themselves and selling </li></ul><ul><li>themselves with social currency. </li></ul>
  53. 53. Ashton Kutcher <ul><li>Kutcher challenged CNN a first to gain 1M followers Twitter race –saying he would donate 10,000 mosquito bed nets to charity for World Malaria Day if he beat CNN, & 1,000 if he lost. CNN agreed to do the same. He won. </li></ul><ul><li>The battle between @aplusk, Kutcher's Twitter handle, and CNN's feed gained much attention on Twitter, with fans pulling for both sides. Kutcher won. </li></ul>
  54. 54. Zappos ex-CEO <ul><li>A CEO comfortably interacting with a new technology like this. </li></ul><ul><li>Through a mix of humorous observations & quotes, Hsieh puts a human face on a large online retailer in a way few other platforms can effectively achieve. </li></ul><ul><li>A level of deep intimacy & behind the scenes information. </li></ul><ul><li>Helps with SEO – 225k article links! </li></ul>Other CEOs on Twitter:
  55. 55. Charlie Sheen <ul><li>Broadcasting his life & redefining the speed with which a user can grow its follower base. </li></ul><ul><li>Shocking posts grab users attentions and spark conversations. </li></ul><ul><li>Original content & fans brought press & eyeballs to his posts. </li></ul><ul><li>Promoting LIVE appearances & measuring user engagement & interest. </li></ul>
  56. 56. iJustine <ul><li>A power user of social media platforms. </li></ul><ul><li>She is sharing her life with the online communities she is a part of. </li></ul><ul><li>Her desire for being part of the entertainment community & affinity for video shines in her comm ’s. </li></ul><ul><li>Her ability to be authentic and share her experiences are bringing her to stardom in the social media realm. </li></ul><ul><li>Users want to follow her. She ’s also adorable. </li></ul>
  57. 57. <ul><li>Fiesta “agents” complete digitally captured “missions”. The 100 chosen agents are a diverse group of individuals representative of social media users. </li></ul><ul><li>The Fiesta Movement deliberately takes Ford into the realm of the ever-expanding social media Web. Social media has proved to be successful for Fiesta even before its official start. </li></ul><ul><li>More than 4,000 applications were submitted, with an excess of 640,000 views of applicant videos on YouTube. </li></ul><ul><li>The Ford Fiesta also is gaining attention on Twitter, with more than 5,000 followers on the @FordFiesta Twitter account, yet surprisingly a smaller Facebook brand presence – because they are relying on the power of the user ’s pages. </li></ul> Ford Fiesta Brand Ambassador Program
  58. 58. TALKING TO USERS: building conversations & planning
  59. 59. <ul><li>It is a dialogue, not a monologue. </li></ul><ul><li>Do your homework. Research your competition and what they are doing/not doing in the space. Understand your audience and how to speak to them in their language. </li></ul><ul><li>Plan & Organize. Have an idea of what you are going to say and do and when. Organize content so it is easy for your fans to find. </li></ul><ul><li>Maintain & Monitor. Keep content updated and fresh – stagnant content will not bring back repeat visitors. Use analytics to understand what resonates and what does not. </li></ul><ul><li>It ’s not all about you . Give your audience something of value – something they might want to pass along and we’re not just talking about sales promotions. </li></ul><ul><li>Respond & comment. If your audience is taking the time to share with you, you need to do the same – again it is a dialogue not a monologue. Listen to what they are telling you and adapt accordingly. </li></ul>Communication Basics
  60. 60. <ul><li>Now what do I do – how do I talk to my fans? </li></ul><ul><ul><li>Consider your volume of responses — frequency. </li></ul></ul><ul><ul><li>What do you want to talk about on your wall posts? </li></ul></ul><ul><ul><li>How do you want to or need to use Direct Messaging ? </li></ul></ul><ul><ul><li>Define rules of engagement & implementing a plan of communication. </li></ul></ul><ul><ul><li>What are your business rules for communicating with users on comments, posting to status & Facebook in mail? </li></ul></ul><ul><ul><li>How can you utilize events to communicate product launches, real world local happenings & virtual happenings? </li></ul></ul><ul><ul><li>Consider how you may want to use applications to communicate in multiple ways and from multiple places. </li></ul></ul>Understand How to Communicate With Fans
  61. 61. <ul><li>Social media will happen over time; plan a release of your content. Create a library of content and promote the release of some of it. </li></ul><ul><ul><li>Think 3 months into the future </li></ul></ul><ul><ul><li>Be friends with your fans. Talk to them about what ’ s coming up </li></ul></ul><ul><ul><li>Who will be updating the content? What time of day? Where are your fans located? </li></ul></ul><ul><ul><li>What day of the week should be your most active ? </li></ul></ul><ul><ul><li>Study your competition </li></ul></ul><ul><ul><li>Gauge how often to release specific information </li></ul></ul><ul><ul><li>Be flexible , things will change, sometimes quickly </li></ul></ul><ul><ul><li>Tell a story & involve your fan base </li></ul></ul><ul><ul><li>The 80 / 20 rule : don ’ t be overly salesy all the time, this is social media </li></ul></ul><ul><ul><li>Plan sweepstakes & promotions </li></ul></ul>Learn How to Build a Content Calendar
  62. 62. Content Calendar Template- Year-long Execute Content Q4 Q1 Q2 Q3 Q4 Execute Content Execute Content Connect Execute Content Execute Content Execute Content Execute Content Execute Content Execute Content Execute Content Execute Content Execute Content Execute Content Execute Content Execute Content Execute Content Execute Content TBC TBC Execute Content Execute Content Execute Content Execute Content Execute Content Goal #5 Goal #3 Goal #4 Goal #5 Goal #2 Goal #1 Execute Content Partnership Execute Content Execute Content Engagement Execute Content
  63. 63. Content Calendar Template- Monthly
  64. 64. Content Calendar Template- Content Oriented Events & Holidays. Halloween, CMJ (20-24) Main Visual CMJ Featured band Photo Album Celebrity Sightings, Fan Galleries, Product Galleries, Seasonal Events (Live or Virtual) Trunk Shows, In-store events E-Commerce Promotion Sales, Free Shipping, Free Gift, Coupons Brand Specific Campaign tie-in Content Wallpapers, Quizzes, Pollings, Memos Fan Update Week 1 Fan Update Week 2 Fan Update Week 3 Fan Update Week 4 Engagements Become a fan giveaway, contest, UGC
  65. 65. <ul><li>From the real world to the digital world. Events can be for a live occurrence or for a digital one. The lines are blurred. But invite your Fans to be a part of something. They ’ll respond. </li></ul><ul><ul><li>Targeting & audience participation </li></ul></ul><ul><ul><li>Post event photos and dialog </li></ul></ul><ul><ul><li>Schedule planning </li></ul></ul><ul><ul><li>Venue profiling </li></ul></ul><ul><ul><li>Viral nature of events </li></ul></ul><ul><ul><li>Relevance for introducing product that is not digital to consumers at live events </li></ul></ul><ul><ul><li>Meet other like-minded people at these events </li></ul></ul><ul><ul><li>Sync a camera with your accounts! </li></ul></ul><ul><ul><li>Do live updates from event! </li></ul></ul><ul><ul><li>Sell event sponsorships </li></ul></ul>Set Up an Event!
  66. 66. Facebook Events
  67. 67. <ul><li>Twitter makes a great tool for creating live coverage of an event or product launch. </li></ul><ul><li>Engage audience/users with a Twitter account that is in charge of messaging outwards info at an event, so print and broadcast your tweet account so people know it ’s there and ensure someone is monitoring to respond to the audience. </li></ul><ul><li>Let the audience influence the ways certain aspects of the event unfold, from Q&A ’s to theme choosing to content prizes. </li></ul><ul><li>Display the tweets on a screen at live events, includes live attendees & others who could be there in person. </li></ul><ul><li>From sporting events to music concerts. </li></ul><ul><li>Scavenger hunts, tweet back goal and pic uploads of group activity & goal. </li></ul>Twitter Events & Promotions
  68. 68. EXTENDING YOUR SOCIAL PROFILES: build custom experiences & enhance
  69. 69. <ul><li>Facebook is just part of the internet. From search terms and trackbacks to fan box widgets and ads with Facebook sharing and sites that let users share on it, to Facebook connect and third party tools, FB can extend! </li></ul><ul><ul><li>Fan widget embeds </li></ul></ul><ul><ul><li>Facebook connect </li></ul></ul><ul><ul><li>Gigya </li></ul></ul><ul><ul><li>Clearspring </li></ul></ul><ul><ul><li>Share this (Add this) </li></ul></ul><ul><ul><li>Open source API ’ s are available to developers and marketers to make sharing content across the web easy </li></ul></ul><ul><ul><li>Media monetization opportunities are available with partners like Gigya and Clearspring & Wildfire </li></ul></ul>Basic Facebook Site Integration Options, Extending your Fan Page to the Larger Community
  70. 70. Fan Widget Embed
  71. 71. <ul><li>Question: When is a widget, not a widget? </li></ul><ul><li>Answer: When it ’s an ‘App’* </li></ul><ul><li>*trick question! They are both widgets – just with different names </li></ul>What ’s a Widget?
  72. 72. <ul><li>What is a Widget? </li></ul><ul><ul><li>A widget is anything that can be embedded and shared within a web page or social network page. </li></ul></ul><ul><ul><li>End-users put widgets on their social networks, blogs, wikis and personal homepages because they are useful or fun. </li></ul></ul><ul><ul><li>Widgets often take the form of on-screen tools (clocks, event countdowns, auction-tickers, stock market tickers, flight arrival information, daily weather etc). </li></ul></ul><ul><ul><li>Widgets can be adopted by users because of widget distribution platforms such as Clearspring and Gigya. </li></ul></ul><ul><ul><li>Widgets can be used as ads in rich media advertisement units meaning users can play with the ad and adopt it if they like it. </li></ul></ul><ul><ul><li>People use widgets and applications for weather and casual games to news & events. </li></ul></ul>What ’s a Widget?
  73. 73. Sharing Content
  74. 74. <ul><li>Vendors help to administer Sweepstakes & other user generated content for you and your partners. </li></ul><ul><ul><li>They help navigate the legal & rights issues social networks have. </li></ul></ul><ul><ul><li>Vendors can be an alternative to managing talent internally, but they might also be direct competitors of yours! </li></ul></ul><ul><ul><li> </li></ul></ul><ul><ul><li> </li></ul></ul><ul><ul><li> </li></ul></ul><ul><ul><li> </li></ul></ul><ul><ul><li> </li></ul></ul>Social Vendors
  75. 75. MEASURE: planning & insight fuels your goals
  76. 76. <ul><li>What does success look like? </li></ul><ul><ul><li>Establish criteria early on </li></ul></ul><ul><ul><li>What ’s the goal </li></ul></ul><ul><ul><li>Monitor conversations and interactions </li></ul></ul><ul><ul><li>What is your fan and follower growth goal </li></ul></ul><ul><li>Research is your friend. </li></ul><ul><li>See what others have done in the space, learn from them. </li></ul><ul><li>Maybe Social Media monitoring is needed, Services like: </li></ul><ul><ul><li>Buzz Metrics by Nielsen ’s </li></ul></ul><ul><ul><li>Listen Logic </li></ul></ul><ul><ul><li>Radiant6 </li></ul></ul><ul><li>They can survey the space or do custom reports for varying levels of service. </li></ul><ul><li>Sell metrics back to clients & partners. </li></ul>What Are You Trying to Achieve ?
  77. 77. Measurement & Monitoring: FB Insights <ul><li>Data can be downloaded into a spreadsheet for in-depth analysis. </li></ul><ul><li>Consider what cities your fans reside in & time posts accordingly. </li></ul><ul><li>Look at spikes in interaction & ‘likes’ & determine what content/trend caused this. </li></ul>
  78. 78. Measurement & Monitoring Post Insights is being rolled out across pages – it calculates number of impressions and percentage of feedback each post generates. is a URL shortener that tracks the number of clicks each shortened link generates. is a great way to share URLs and track them in your Facebook & Twitter posts. Google Analytics if you are building an application, it is useful to add analytics into your code for tracking. Google Analytics (among other web analytic tools) is also useful for viewing sources of traffic to your site.
  79. 79. <ul><li>Twitter has some in service Measurement Analytics now, but accessing them currently requires a media buy for one of their paid services, like #sponsored topic. </li></ul><ul><li>Applications are springing up every day, it is important to experiment & test what feels right & works best for your goals. </li></ul><ul><li>Some Historically Free Services: </li></ul><ul><li>Conversation Monitoring (Twitter search & Tweetbeep) </li></ul><ul><li>Measurement Tools (HootSuite, 20dbs & Trendistic) </li></ul><ul><li>Response tools (CoTweet & HootSuite) </li></ul><ul><li>Link Monitoring (, & Yahoo site explorer) </li></ul><ul><li>Updating tools (Twitterfeed) </li></ul>Twitter Measurement & Monitoring Tools
  80. 80. Expression/Awareness Internal Validation Role in Society Problem Solving Socializing/Friends Career Dating Travel/Culture Arts/Aesthetics Discovery Simplicity Inspiration Authenticity Experience Tech Enabled Video Photo Sharing Dating/Social Networks Blogger Outreach EMAIL Micro-Blogging Music Captivation Insight Active Channels Activation INSIGHT LED VIRAL ACTIVATION IDEAS Engagement Channels Social Media Comms App/Hub Experience PR Owned Media Paid Media Local Motivation News Beyond Facebook & Twitter- What Users Are Doing and Engaging In
  81. 81. <ul><li>• Be committed </li></ul><ul><li>• Have something for people to look at </li></ul><ul><li>• Be relevant </li></ul><ul><li>• Keep providing new news </li></ul><ul><li>• Don ’t sell too hard </li></ul><ul><li>• Have a conversation </li></ul><ul><li>• Content is king </li></ul><ul><li>• When done well, brand advocates do the work for you </li></ul><ul><li>• Social media is not free </li></ul><ul><li>• People trust like-minded strangers </li></ul><ul><li>• People care as much if not more…in what their peers are saying </li></ul><ul><li>• You still have a voice…But they validate it </li></ul><ul><li>• Ask not what your community can do for you. Ask what you can do for your community </li></ul>Adages
  82. 82. That ’s all folks! Benjamin J. Weisman Thanks for attending today.
  83. 83. Q & A Discussion What ’s up!
  84. 84. Benjamin J. Weisman , Senior Vice President, Director of Innovations, MRM Worldwide – Princeton Office, an InterPublic Group company In his role at MRM Princeton, Ben is equal parts Creative Director, Digital Strategist, Product Developer and Motion Theorist. Ben continually seeks out new and innovative ways to approach digital brand marketing in both physical and synthetic social spaces. His work embodies a respect for, and a focus on, direct marketing and social media integration. As new social media platforms emerge identifying methods that enable marketers to connect and collaborate with audiences and consumers is critical. As the marketing approaches change so too must engagement methods shift. Ben is hyper focused on adding utility to peoples lives by producing work with his clients and teams that are experiential, authentic and in sync with this dynamic marketing environment. Having honed his skills at top digital shops including Iris, Deep Focus, and Tribal DDB, Benjamin possesses an entrepreneurial curiosity that has earned him a reputation as an industry ‘trailblazer’. By employing social media tools with keen proficiency Ben helps migrate consumers to new and pre-commoditized landscapes. Ultimately, assisting consumers in best determining opportunities for his clients. Past clients have included adidas, Office Depot, COTY, HBO, Nike, Sony Ericsson, Vitamin Water, Hertz, AVIS, Applebee’s, Cuervo, Dewars, Russian Standard Vodka, BMS, Sunovion, Orencia, Plavix, Lunesta, Humira and the NRDC. Ben currently lives in Central New Jersey with his wife Elise, and daughters Rose & Violet. He is a News Hound and a Naturalist who finds inspiration in Humanities roots, and Science Fiction. Instructor Bio
  85. 85. Appendix The other stuff.
  86. 86. References & Resources <ul><li>Facebook News: </li></ul><ul><li> </li></ul><ul><li> </li></ul><ul><li> </li></ul><ul><li> </li></ul><ul><li> (Social Media Insider) </li></ul><ul><li>Facebook Vendors & Applications: </li></ul><ul><li> </li></ul><ul><li> </li></ul><ul><li> </li></ul><ul><li> </li></ul><ul><li>Facebook: </li></ul><ul><li>Facebook usernames: </li></ul><ul><li>Facebook test console: </li></ul><ul><li>Facebook developers wiki: </li></ul><ul><li>Facebook Ads Gallery & Case Studies: </li></ul><ul><li>Page creation & self service advertising: </li></ul><ul><li>Facebook advanced advertising: </li></ul><ul><li>Facebook brand usage guidelines: </li></ul><ul><li>Widget Tools: </li></ul><ul><li>Gigya: </li></ul><ul><li>Clearspring: </li></ul><ul><li>Widgetbox: </li></ul><ul><li>Addthis: </li></ul>
  87. 87. A Twitter search engine. You can run a RSS feed on your query too and filter tweets by sentiment, geographic location, dates, and tweets containing links. This is a great way to gather real time consumer insight!
  88. 88. A real-time geographic visualization of posts to Twitter, can be viewed by language. TwitPic lets you share photos on Twitter You can post pictures to TwitPic from your phone, our API , or through the site itself. There are also popular Twitter clients that have built-in support for TwitPic. twittervision & twitpic
  89. 89. <ul><li>Twitter Lingo </li></ul><ul><ul><li>Tweet – A 140-character message sent to Twitter via phone, the web, or a third-party applications. Tweet are public and can be read on the public TwitterStream with two exceptions: (1) direct tweets and (2) protected tweets </li></ul></ul><ul><ul><li>Fail & #fail – originally began with the Twitter overcapacity error – which was then coined the fail whale. Now the term #fail is used to tag anything that does not work as expected </li></ul></ul><ul><ul><li>Follower – Someone who sees your tweets in their TweetStream. Following is, generally, not a reciprocal arrangement like it is with Facebook or LinkedIn. </li></ul></ul><ul><ul><li>#followfriday – Used to recommend or highlight other Twitter users </li></ul></ul><ul><ul><li>RT/ Retweet – when you repeat a tweet from someone else </li></ul></ul><ul><ul><li>DM – a private (direct) tweet/message. DMs do not appear to the public </li></ul></ul><ul><ul><li>Tweeps – Twitter peeps aka friends on Twitter </li></ul></ul><ul><ul><li>TweetUp – A real-world meeting of people who have connected via Twitter. Twestival </li></ul></ul><ul><ul><li>#topic – AKA “ hashtag ” , this is a way to group tweets by keyword. It is particularly useful for events and groups </li></ul></ul><ul><ul><li>@username – A form of conversation on Twitter. @username either directs a Tweet to someone or indicates a reply to a Tweet that person has sent. When the @username begins the Tweet, Twitter counts this as a “ reply ” and when the @username appears somewhere else, it is a “ mention ” . </li></ul></ul><ul><ul><li>TwittPics – Photos uploaded into twitter server storage with posts </li></ul></ul><ul><ul><li>Twitterati – Celebrity and a-list Twits (or Tweeple or Tweeters) </li></ul></ul><ul><ul><li>Twitterview – An interview that takes place via Twitter </li></ul></ul>Twitter Lingo & Shorthand
  90. 90. <ul><li>A Checklist to Building a Fan Base Organically On Twitter </li></ul><ul><ul><li>Fully Fill Out Your Twitter Profile - Many Twitter users fail to capitalize on the space that Twitter provides for a real name, photo, location, bio, and URL. – all of these things add credibility </li></ul></ul><ul><ul><li>Follow the gurus – they are the folks with large followers and seem to be opinion leaders of Twitter (twitterati.alltop) </li></ul></ul><ul><ul><li>Send @messages to the gurus – they probably won ’ t answer you, but it ’ s ok - it will appear that you have a relationship with them and enhance your credibility & followers </li></ul></ul><ul><ul><li>Reply to people who talk about issues important to you or your company </li></ul></ul><ul><ul><li>ABL – Always be linking . Share content: stories, pictures, news, etc. If you are linking to news feeds, rewrite the headlines in your own words </li></ul></ul><ul><ul><li>Be a Follower – follow those that follow you, with the exception of Twitter spammers – don ’ t follow them! Your followers will appreciate this, it makes them feel special and connected to your brand. </li></ul></ul><ul><ul><li>Watch your DMs – use direct messages sparingly, they tend to annoy people. Reserve them for circumstances that require private conversation or personal information exchange. Note they can be good for customer service issues, contest notifications, etc </li></ul></ul><ul><ul><li>Shine – if you are an expert in a particular area or even have a hobby or interest, let it be known and provide content surrounding this </li></ul></ul><ul><ul><li>Don ’ t be afraid to express your opinion and share interesting thoughts, ideas and content regardless of the subject matter </li></ul></ul>Tips & Tricks
  91. 91. <ul><li>What ’s the deal anyway with MySpace? </li></ul><ul><ul><li>A social networking website with an interactive, user-submitted network of friends, personal profiles, blogs, groups, photos, music, and videos for teenagers and adults internationally </li></ul></ul><ul><ul><li>At the functional core, Myspace is a simple, customizable group that enabled css and the ability to customize user pages </li></ul></ul><ul><ul><li>In June 2006, MySpace was the most popular social networking site in the United States </li></ul></ul><ul><ul><li>MySpace was overtaken in popularity internationally by main competitor Facebook in April 2008, based on monthly unique visitors </li></ul></ul><ul><ul><li>Tom, MySpace founder, has more than 260 million friends </li></ul></ul><ul><ul><li>Evolved to be mostly bands and music fans now </li></ul></ul><ul><ul><li>Entertainment properties use it to promote their shows and films </li></ul></ul>Before Facebook, there was, MySpace