The Next Level of Social Evolution: I Have a Social Profile, What’s Next? May 2nd 2011


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This Presentation looks at executing more than just a standard Social Presence and ways to consider return on influence and looks at the practice of 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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  • The Next Level of Social Evolution: I Have a Social Profile, What’s Next? May 2nd 2011

    1. 1. The Next Level of Social Evolution: I Have a Social Profile, What ’s Next? May 2nd 10:45am-12noon Chicago, 2011 Benjamin J. Weisman, [email_address] Senior Vice President, Director of Innovations, MRM Worldwide – Princeton Office, an InterPublic Group company
    2. 2. What Do You Have to Offer? <ul><li>What can you sell to your advertisers? </li></ul><ul><ul><li>Your local & regional audience </li></ul></ul><ul><ul><li>Partnership with your publication & regional locations </li></ul></ul><ul><li>What does your audience crave? </li></ul><ul><ul><li>Content </li></ul></ul><ul><ul><li>Experiences </li></ul></ul><ul><ul><li>Unique Events </li></ul></ul><ul><ul><li>Discounts & Premiums </li></ul></ul><ul><ul><li>Sweepstakes </li></ul></ul><ul><ul><li>Access To Sporting Events </li></ul></ul>
    3. 3. Consider Location Based Services <ul><li>Consider location based services that are available in your regions . Your users do. Your insight into your users is straight capital to your clients & potential clients & advertisers. </li></ul><ul><li>People in your area are interested in happenings and content. </li></ul><ul><li>Your potential advertisers are interested in their eyeballs & habitual behaviors. </li></ul>
    4. 4. What You Have is Location <ul><li>Your Capital is Local Content & Local Happenings. </li></ul><ul><li>Your presence in the social space brings local happenings & content closer. </li></ul><ul><li>Like in the real world, your audience may want to engage with you in conversation in their major social spheres. </li></ul><ul><li>They might be on the larger well known Social Networks(SN) like Facebook & Twitter, at their desktops and on their mobile devices. </li></ul><ul><li>But they also may be on other SN that are blazing trails in the digital landscape. Depending on your location & audience you may need to engage users on services like Yelp, Gowalla, Loopt, CityGrid & Where. </li></ul><ul><li>Maybe they use internet Radio at work, consider advertising at zipcode level with venders like (TargetSpot)— & Co-Brand Messages! </li></ul>
    5. 5. Increase Your Power & Potential Together <ul><li>Your locations are, in totality, some of the major regions of the USA. This is a huge piece of capital when looked at as a group. </li></ul><ul><ul><li>Form a consortium of locations in the Social Space. Activate each and every location and join together. Launch a location share program. Each location is paired with another - LA with Chicago. Philadelphia with Dallas. NY with Miami. Do a regional Sweepstakes! Win a chance for a week in a sister location! Incentivize your users with the power of location! Bring it to them and bring it to each other. </li></ul></ul><ul><li>Increase your power and potential together. This is your Crowd Swell opportunity. </li></ul>
    6. 6. Have Partnership & Shared Eyeballs <ul><li>Leverage your real world Local Happenings in the Social Space. </li></ul><ul><ul><li>Share the information about local restaurants, even sell the relationships you have with your audiences and users to the restaurants via sponsorships. Do you participate in Yelp yet? Maybe Urban Spoon? </li></ul></ul><ul><ul><li>Speaking of which. Partnerships are a new form of inventory. Get those partner logos & products up on your Social Profiles. That's New Landscape Adspace. </li></ul></ul><ul><li>*Have partnership & shared eyeball space. This is a billable line item . </li></ul>
    7. 7. <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>By Now You ’re Practicing Principles
    8. 8. Social Media Is a Part of Publishing <ul><li>Remember, 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 the moderator or editor & end user or audience. And this is why you have tremendous capital already. </li></ul>
    9. 9. 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>
    10. 10. City & Regional Magazines Have Permission <ul><li>That ’s right– 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>
    11. 11. Be Current & Active <ul><li>Be there & participate or be lame: </li></ul><ul><li>Be Fresh & cycle your content regularly. </li></ul><ul><li>Change your Profile Pictures often, people notice. </li></ul><ul><li>Be an active participant with your audience and users. </li></ul><ul><li>Don ’t start a Page or Profile for a month & then just leave it up there—with no management or content updates— users think it’s lame. </li></ul>
    13. 13. Source: &
    14. 14.
    15. 15.
    16. 16. Return on Investment?: results may vary, but practice is step 1
    17. 17. Socialnomics And
    18. 18. How Did These Guys Do This Stuff? <ul><li>At the simplest level, they dared to do & then followed through. They insourced & outsourced with varying levels of investment. </li></ul><ul><li>Benefits or Results are also varied, but, defining them against your cost or spend helps define what Return On Investment (ROI) is for you: </li></ul><ul><li>Reference: </li></ul>ROI = -------------------- X 100% Net benefits Costs
    19. 19. Defining Your ROI Criteria Via Poker! <ul><li>So, here ’s a tactile example. Say you play in an Online Poker Tournament: </li></ul><ul><li>For example, if you entered a 9-seater $10+$1 Game at Poker Players Web Site and won the first prize of $45, your ROI for that one game would be: </li></ul><ul><li>Profit = $45 - $11 = $34 </li></ul><ul><li>Investment = $11 </li></ul><ul><li>ROI = ($34 / $11) x 100 = 309 % </li></ul><ul><li>Reference: </li></ul>ROI = -------------------- X 100% Profit Investment (winnings - investment ) ( buy in + fee )
    20. 20. Defining Your ROI Criteria <ul><li>Most companies haven ’t been doing social media long enough to truly show a positive return yet. That doesn’t mean the return isn’t valuable, but if your executive team is looking for a nice shiny picture of positive ROI they are going to be disappointed. </li></ul><ul><li>You need level-set expectations & understand that with any new marketing endeavor it takes time to build audience, to engage the audience, and then finally to see conversions & results from that audience. </li></ul>
    21. 21. Defining Your ROI Criteria <ul><li>Take a look at all of your marketing activities: </li></ul><ul><li>Determine what metrics are used to evaluate its success </li></ul><ul><li>Divide those metrics by the cost it takes to deliver those results </li></ul><ul><li>Apply the same metrics to social media </li></ul><ul><li>Divide those metrics by the cost it takes to deliver those results </li></ul><ul><li>Smile </li></ul><ul><li>Eyeball for eyeball social media delivers more cost-effective impressions, clicks, and site visits than any commercial, pay-per-click ad, or news article. </li></ul>Reference:
    22. 22. Defining Your ROI Criteria <ul><li>The main benefit of using Return on Investment (ROI) & the reason for its popularity is the simplicity of its calculation. Does the traditional ROI equation give you the true ROI of your social media efforts? Try this for Social: </li></ul><ul><li>Return on Influence = (Calculated Gain from Investment - Cost of Investment) / Cost of Investment </li></ul><ul><li>Q: What does this mean for you? </li></ul><ul><li>A: That the list of criteria in influence vary from Poker. </li></ul>
    23. 23. MEASURE: planning & insight fuels your goals
    24. 24. What Are You Trying to Achieve ? <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>
    25. 25. Plan With A Content Calendar 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
    26. 26. Do You Need Collaboration Tools? <ul><li>Establish these criteria early on. Don ’t expect to figure it out later. </li></ul><ul><li>Do you need or have a ticketing system to manage moderation approvals with clients? Like LightHouse. </li></ul><ul><li>Do you have or need a client preview site to gain approvals? </li></ul><ul><li>Do you use or need a shared work tool? Like Basecamp. </li></ul><ul><li>Have you clearly assigned roles and responsibilities? </li></ul><ul><li>Do you have a NDA and Contracts for this work? Have templates. </li></ul><ul><li>Did you apply agreed-to measurement criteria? </li></ul>
    27. 27. Defining Your ROI Criteria <ul><li>To measure return on influence, define the metrics that are impacting your business assign values to them in your equation & track them monthly. </li></ul><ul><li>What is a social media impression & website referral worth? Assign a value. What is an eCRM lead worth? Determine what a lead is & measure against that value. </li></ul><ul><li>What is your PR ad equivalency for media placements? If the media placement originated from a social media inquiry, give the ad equal credit to social media. </li></ul><ul><li>Practice participant observation & utilize social media for consumer research & credit the research with the cost equivalent. </li></ul><ul><li>Measure consumer sentiment and determine how valuable increased satisfaction & returning consumers are to your business. </li></ul><ul><li>Measure web visitors sharing your content & assign a value to each content item shared. </li></ul><ul><li>Participate without expecting & join the conversation on relevant platforms. </li></ul><ul><li>Reference: </li></ul>
    28. 28. Track Your ROI Criteria <ul><li>Once the return on influence metrics & related values are determined, the metrics should remain consistent & be tracked & reported monthly. Utilize several analytic packages to track these, including but not limited to: </li></ul><ul><li>Web Analytics </li></ul><ul><li>Printing Costs </li></ul><ul><li>Staff Costs </li></ul><ul><li>Brand/Social Monitoring </li></ul><ul><li>Measure Sentiment with Social Media Monitoring tools </li></ul><ul><li>News Bureau </li></ul><ul><li>Tagged URLs </li></ul>
    29. 29. Funding Growth Opportunity Identification <ul><li>To produce 12 issues of a City & Regional Magazine (A Real One) last year, cost $1,132,851.    </li></ul><ul><li>This includes paper printing and binding. It does not include postage. And add in staff, and it goes up. </li></ul><ul><li>Social Executions can occur for a minimal investment that can reap healthy benefits. Draw a line in the sand this year. </li></ul><ul><li>Take 10-20% of this investment— 150-300k — & invest into Social Executions. From staff to digital media buying. Your budget can grow depending on your revenue recap and your desire to expand. This may also depend on your audience as well as other factors relevant to your business needs. </li></ul>
    30. 30. You Can Also Use Social Vendors <ul><li>Vendors help to administer Sweepstakes & other user generated content for you and your partners. </li></ul><ul><li>They help navigate the legal & rights issues social networks have. </li></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><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>
    31. 31. Re-Think Inventory: it ’s not an ad, it’s an engagement
    32. 32. Re-Think Inventory <ul><li>Re-think inventory. Sell ongoing participation and short term engagements. But define a clear start & end. </li></ul><ul><li>Who maintains the Social Content and Profiles. </li></ul><ul><li>Tool kits. Make it once, version it out iteratively. </li></ul><ul><li>Shared Voice. Play the digital Ad Game with Adwords & Facebook Ads— But, develop special or custom placements on your Profiles & Client Profiles. </li></ul><ul><li>Custom sponsorship opportunities </li></ul><ul><li>Co-branding promo & sweepstakes, contests, sponsorships, 'brought to you by… ’ </li></ul><ul><li>Mockups of creative can help sell it. Make a portfolio of examples. </li></ul>
    33. 33. <ul><li>Your publications can sell sponsorships, but be real— honest and open, your audience will appreciate it. </li></ul><ul><li>Be sure to keep your messages relevant. </li></ul><ul><li>Understand client base. Each client may require different offerings. Educate your clients. </li></ul><ul><li>Budget and tiered pricing opportunities can be developed based on your offerings. </li></ul><ul><ul><li>Consider 3 tiers: </li></ul></ul><ul><ul><ul><li>Entry-level </li></ul></ul></ul><ul><ul><ul><li>Mid-level </li></ul></ul></ul><ul><ul><ul><li>Premium </li></ul></ul></ul><ul><li>Define the new kinds of media buying that can manifest with your publications— earned vs. paid, vs. a combo of both. </li></ul>Funding Growth Opportunity Identification
    34. 34. Philadelphia magazine & Melitta: applying these basic tactics
    35. 35. Melitta & Philadelphia magazine <ul><li>Client Challenge: </li></ul><ul><li>Melitta wanted more people to ‘like’ their Facebook Page. </li></ul><ul><li>CRM Solution: </li></ul><ul><li>Philadelphia magazine pitched the idea to the client and promoted it in its properties, driving buzz of the brand. </li></ul><ul><li>Incentivized people to ‘like ‘Melitta & build awareness of the page, with a contest. </li></ul><ul><li>Philadelphia magazine managed the contest with the help of Wildfire, while Melitta continued to manage the day-to-day posts on the page. </li></ul><ul><li>Melitta paid Philadelphia magazine an overall fee for the campaign, which included the pricing of promotion and advertising. Philadelphia magazine created all ads and managed the google adwords. </li></ul>
    36. 36. <ul><li>Philadelphia magazine proposed a customized program leveraging all </li></ul><ul><li>of the digital channels in its media portfolio: social, e-marketing, and </li></ul><ul><li> </li></ul><ul><li>The “My Melitta Morning” concept leveraged a Facebook contest, driving engagement with the brand & driving positive sentiment around the brand. </li></ul><ul><li>This customized project applied: </li></ul><ul><li>A social networking strategy </li></ul><ul><li>Digital Ad tactics </li></ul><ul><li>E-mail marketing </li></ul><ul><li>A sweepstakes to gain followers </li></ul><ul><li>Convert other coffee drinkers to brand loyalists </li></ul>Melitta & Philadelphia magazine
    37. 37. Melitta & Philadelphia magazine <ul><li>Results: </li></ul><ul><li>Melitta ’s Facebook page saw 1,900 new ‘likes’ over the 3-month period </li></ul><ul><li>Contest received 1,281 entries (averaging 14 per day) </li></ul><ul><li>9,325 visits to the contest </li></ul>
    38. 38. Seventeen Magazine Is Representing
    39. 39. Nike & Its Ambassadors: real runners, real meet ups, mesh the physical & synthetic worlds
    40. 40. Nike Running Ambassador Program
    41. 41. <ul><li>What they are doing </li></ul><ul><ul><li>Enabling and positioning real runners to advocate for the brand on their social profiles and in their lives </li></ul></ul><ul><ul><li>Engaging users to be a part of a community and get close with one of their Ambassadors through joining their teams for running races </li></ul></ul><ul><ul><li>Introducing each Ambassador and their Facebook and Twitter presence </li></ul></ul><ul><ul><li>The Ambassadors are having direct conversations with the Fans and Followers that join them </li></ul></ul><ul><ul><li>Fans and Followers are encouraged to participate at a live running event in their region, making the digital community a real one too! </li></ul></ul><ul><ul><li>Giving Away Product at Live Meet ups! </li></ul></ul><ul><li>Best in Class </li></ul><ul><ul><li>Trying to set a standard for a Brand Ambassador program </li></ul></ul><ul><ul><li>Using a Nike portal in Blog format to introduce the Brand Ambassadors </li></ul></ul><ul><ul><li>Having active and authentic engagement and high frequency </li></ul></ul><ul><ul><li>Provide online forum tools for team measurement and conversations </li></ul></ul>Nike Running Ambassador Program
    42. 42. The Consumer Journey: users that consume
    43. 43. REINFORCE: A strong call to an easy action - making the purchase experience as painless as possible ENGAGE: Highlight a problem Highlight a benefit Consideration Awareness Interest Consumer Decision Making Journey PROMOTE: WHY YOUR BRAND? Get your products onto the consumers ’ shortlist by generating interest and explaining how products offer a relevant solution to them Assist navigation through product portfolio Purchase
    44. 44. Turning Users Into Customers <ul><li>Shortfalls: </li></ul><ul><li>Lack of internal resources </li></ul><ul><li>Lack of internal expertise </li></ul><ul><li>Ever-changing landscape </li></ul><ul><li>Variable measurement criteria </li></ul><ul><li>Requires regular maintenance </li></ul><ul><li>Requires engagement outside of regular work hours </li></ul><ul><li>Opportunities: </li></ul><ul><li>Hundreds of thousands of potential consumers </li></ul><ul><li>Viral medium </li></ul><ul><li>Create direct dialogue </li></ul><ul><li>Community trust </li></ul><ul><li>Rapid growth </li></ul><ul><li>Easy to implement </li></ul><ul><li>Low cost of entry </li></ul><ul><li>Deeper relationship with your audience </li></ul>
    45. 45. 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>
    46. 46. Remember to Have a Plan <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>• 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. </li></ul>
    47. 47. Starbucks
    48. 48. The Power of Mobile: location services are worth integrating
    49. 49. Find Restaurants. Represent your Publications as a user & post reviews & rate. & Yelp Find Restaurants. Represent your Publications as a user & post reviews & rate. Find Bars, Restaurants, Events, & Museums. Represent your Publications as a user & post reviews & rate.
    50. 50. Learn more about where you are, discover new places, find deals, get guides & plan your trips. Loopt & Where Learn more about what ’s around your current location, connect with friends, and get deals! Use these services to build your brand ’s credibility with local audiences & drive more interest to your Site or Social Profiles. & Sell co-branded partnerships here with locations like restaurants and museums
    51. 51. Another location-based game, Gowalla has a lot more visual flair than Foursquare. Gowalla takes it a step further with a fun set of Trips that the Gowalla team have put together to encourage you to explore places a little further in each city. Eg: Austin City BBQ Bonanza ‘. Check-ins can be posted from the mobile App to Twitter/Facebook. A location-based game that lets you check in when you're out and about - earning you points & badges. If you check in more times than anyone else at a venue, you're promoted to Mayor status –mainly for bragging rights, some venues are offering promotions to Mayors and nearby visitors with Coupons & other offers. Check-ins can be posted from the mobile App to Twitter/Facebook. Gowalla & FourSquare
    52. 52.
    53. 53. Twitter & your Business Needs <ul><li>Brand awareness – </li></ul><ul><li>Leverage information about your brand happenings & treat Twitter as a customer relations platform </li></ul><ul><li>Monitor your brand – </li></ul><ul><li>Use the search function to stay on top of brand mentions – good & bad – make sure to respond when appropriate! Also a great way to monitor competitors </li></ul><ul><li>Narrow tweet for leads – </li></ul><ul><li>With Twitter advanced search, you can target by geographic location and specific interests. </li></ul><ul><li>Give referrals – </li></ul><ul><ul><li>The best way to generate referrals is to give them. Highlight users who @reply (follow them, retweet them, acknowledge them with #followfriday tags) </li></ul></ul><ul><li>Serve your customers – </li></ul><ul><li>Twitter is a great platform to help your customers get answers, PLUS a public display of good customer service only helps boost your brand image. CRM baby! </li></ul><ul><li>Make your Users the Stars </li></ul><ul><li>Use Twitter posts as quotes in campaign collateral & in broadcast & online </li></ul><ul><ul><li>Example, ‘ true blood ’ - </li></ul></ul>
    54. 54. Twitter Events & Promotions <ul><li>Twitter makes a great tool for creating live coverage of an event or product launch. </li></ul><ul><li>Twitter is free SMS txt messaging, so at events, use Twitter to message with and have participants message back. </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><ul><li>Sell event sponsorships </li></ul>
    55. 55. Photos Are Mobile Capital <ul><li>People Love Photos. </li></ul><ul><li>Dedicate someone at live events to man a smart phone plugged into your social accounts. </li></ul><ul><li>Upload photos during or upload following events. </li></ul><ul><li>Consider where you host your images, and what the needs are. </li></ul><ul><li>Flickr- Image Hosting and Photo SOCIAL SHARING are only $50 a year! </li></ul><ul><li>Twitpic- it ’s FREE! </li></ul><ul><li>Facebook photos- it ’s FREE & Tag Your FRIENDS! </li></ul><ul><li>PhotoBucket, it ’s stand alone and a Social Network WIDGET! </li></ul><ul><li>People love photos. </li></ul>
    56. 56. <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
    57. 57. Customize Fan Pages: do it yourself or partner with specialists & agencies
    58. 58. <ul><li> </li></ul><ul><li> </li></ul><ul><li> </li></ul>Facebook Pages & Ads
    59. 59. What Is Going On Here? Facebook is still trying to figure it all out. Expect a lot of changes and revisions to keep coming. Facebook will continue to push its code base out into the internet to become more integrated into the World Wide Web and its users habitual behaviors and the marketers that use its platform.
    60. 60. Facebook Changes Are Regular <ul><li>Here is where we are today with some Specifications for Branded pages: </li></ul><ul><li>All “Custom Sections” or “Branded Tabs” within a page are 520 pixel width. </li></ul><ul><li>The Page Profile picture maximum dimensions are now 180x540 pixels. </li></ul><ul><li>Pages now support existing FBML Boxes but have pushed to iFrame Apps. </li></ul><ul><li>Iframe Apps require another server for some code and other assets like images to be hosted there- or on another service, like </li></ul><ul><li>FBML Apps are still available until the end of 2011, but won’t be forever. </li></ul><ul><li>You can now choose to feature other pages or specific admins of the page in the left column. </li></ul><ul><li>Tabs are now on the left side of the page in a left navigation, beneath the profile picture. Now with longer tab names & nine ‘Branded Tab’ apps. To reorder tabs, click “More”, then “Edit” and drag and drop any of your tabs except “Wall” and “Info”. Only pages with more tabs than spaces above the fold can edit the order of their tabs. </li></ul>
    61. 61. Adding an iFrame or FBML You can still use FBML, but try an iFrame… If doesn ’t address your needs…
    62. 62. Using other Applications There are several applications that let you add HTML to your pages or iFrames and more. Just click ‘Browse More Applications ’ at the bottom of your Apps Section in your Fan Page!
    63. 63. <ul><li>Hook up your pages with simple formatting. </li></ul><ul><li>Bold: I want this to be <b>bold</b> </li></ul><ul><li>Link: I want to link to <a href= “”>this</a> </li></ul><ul><li>Image: <img src= “”> </li></ul><ul><li>Wrap an image in a URL so it ’s clickable: <a href=“”> <img src=“”></a> </li></ul>HTML Basics
    64. 64. 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 and time posts accordingly. </li></ul><ul><li>Look at spikes in interaction and fanning and determine what content/trend caused this . </li></ul>
    65. 65. Lil Wayne <ul><li>Broadcasting his tour dates and Live appearances. </li></ul><ul><li>Connecting with Fans. </li></ul><ul><li>Engaging his Fans to participate. </li></ul><ul><li>Battling and beating Oreo Cookies to get the fastest and highest volume of comments on an individual post. </li></ul><ul><li>Representing on both Twitter and Facebook, making users feel connected. </li></ul>
    66. 66. Jose Cuervo <ul><li>Age Checking. </li></ul><ul><li>Integrating content & photos from live events. </li></ul><ul><li>Promoting & educating on their product portfolio. </li></ul><ul><li>Offering couponing & incentives. </li></ul><ul><li>Engaging fans with question based posts to stimulate participation . </li></ul>
    67. 67. Do-it-yourself Ads: Facebook advertising is in your reach
    68. 68. Creating an Ad
    69. 69. <ul><li>URL or Fan Page </li></ul><ul><li>Title (25 chars) </li></ul><ul><li>Body (135 chars) </li></ul><ul><li>Image (110x80px) </li></ul><ul><li>Become a fan or click-through </li></ul><ul><li>Targeting by Demo </li></ul><ul><li>CPM or CPC? </li></ul>
    70. 70. <ul><li>Use multiple ad types. </li></ul><ul><li>Be direct. </li></ul><ul><li>Keep your ads fresh. </li></ul><ul><li>Use promotion codes. Set an expiration date so users know for how long the offer is valid, meanwhile creating a sense of urgency. </li></ul><ul><li>Include a call to action. </li></ul><ul><li>Choose images wisely. </li></ul><ul><li>Use dynamic keywords. </li></ul><ul><li>Split variable test. </li></ul><ul><li>Think outside the box. </li></ul><ul><li>Invest in success. Focus on your top performing ads by pausing weaker ads. </li></ul><ul><li>Brand Ambassador program, free or paid or barter or celebrity status! </li></ul><ul><li>Digital PR, free or paid. </li></ul><ul><li>See more Best Practices right on Facebook: </li></ul>Facebook Ads Can Drive Engagement
    71. 71. Conclusions Can Change, Often: every 3 to 6 months things will change, again
    72. 72. The Landscape Is EverChanging <ul><li>Participate. Practice is essential. </li></ul><ul><li>Establish your goal & PLAN </li></ul><ul><li>Build a presence in relevant Social Channels </li></ul><ul><li>Understand your ad-offering potential </li></ul><ul><li>Re-define your inventory </li></ul><ul><li>Identify your talent or venders </li></ul><ul><li>Identify any partners </li></ul><ul><li>Sell your offerings & participate with CASI </li></ul><ul><li>Establish measurement criteria early on </li></ul><ul><li>Maintain and Practice </li></ul><ul><li>Have regular Post Mortems & discuss key learnings </li></ul>
    73. 73. 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>Create Content. </li></ul><ul><li>Lasting & short term tactics. </li></ul><ul><li>What is incentive to users? </li></ul><ul><li>Connections to Local businesses. </li></ul><ul><li>Connections to Local happenings. </li></ul>
    74. 74. Adages <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>
    75. 75. That ’s all folks! Benjamin J. Weisman Thanks for attending today.
    76. 76. Q & A Discussion What ’s up!
    77. 77. 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, Sony Ericsson, Vitamin Water, Hertz, AVIS, Applebee’s, Cuervo, Dewars, Russian Standard Vodka, BMS, Sunovion, Orencia, Plavix, Lunesta, Humira, ETS, GRE, TOEFL, PRAXIS, TOEIC 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
    78. 78. Appendix The other stuff.
    79. 79. 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>
    80. 80. Twitter Lingo & Shorthand <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>
    81. 81. Tips & Tricks <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>