Some perspectives on the current state of Social Media Marketing in Q4 2011. Along with some resources and advice. http://www.twitter.com/dmelius http://www.qaisconsulting.com © Duane Melius 2011

1. Social Media
The Power and Value of Unmarketing
November 2011
© Qais Consulting, 2011. Confidential. All rights reserved

2. According To Wikipedia
Social Media is…
"a group of Internet-based applications that
build on the ideological and technological
foundations of Web 2.0, and that allow the
creation and exchange of user-generated
content."

3. According To Wikipedia
Social Media is…
"a group of Internet-based applications that
build on the ideological and technological
foundations of Web 2.0, and that allow the
creation and exchange of user-generated
content."
(YAWN)

4. Social Media
Experts…
Do they really exist?

5. Example: Guaranteed Viral

6. This is the first website that came up when I searched
for “Guaranteed Viral” on Google

7. They have a YouTube video
embedded into their
homepage. I decided to take
a look at the stats

8. Their own video
didn‟t go viral?

9. Ok, back up.
Lets see what is going on here…

10. Most Social Media
Channels are free to
set up

11. But we shouldn‟t
confuse „free” with
“cheap”

12. and that your
content will
Get rid of the idea somehow “go
that you can have viral” all by itself
a cheap strategy

13. Social Media is not the “bargain basement”
of marketing.

14. It‟s laughable

15. This is an example of a
well-known campaign
that did go viral

16. It also cost just around
one million euros to
produce

17. There are
opportunities
But they need to
be put into
perspective…
17

18. In these circumstances, a
carefully planned, steady
approach is critical

19. Social Media is an Information Jungle

20. Each day, the equivalent of the
population of the entire state of Texas
joins Facebook
20

21. Each day, more information is tweeted than is
held in the entire Library of Congress

22. Each day, more video content is uploaded
onto the internet than the entire output of
Hollywood from the beginning of time

23. Stat Attack!
• The most amazing thing about those stats?

24. Stat Attack!
• The most amazing thing about those stats?
• I made them all up

25. Stat Attack!
• The most amazing thing about those stats?
• I made them all up
• Actually – they are pretty close to the truth

26. Stat Attack!
• The most amazing thing about those stats?
• I made them all up
We get it - Social Media is huge,
• Actually – they are pretty close to the truth
enormous, gigantic....

27. Stat Attack!
• The most amazing thing about those stats?
• I made them all up
There isn‟t really an adequate adjective
• Actually – they are pretty close to the truth
to describe it in its fullness

28. Take a deep breath and imagine!
28

29. Social Media is an Information Jungle
We are all trying to make sense of

30. For a lot of companies it looks a bit like this
OK, let‟s
Need Where‟s
The
What
should we
just go
content Budget? do? with what
we have
Who‟s
Refer to Execs & What‟s it for responsible
Marketing Managers anyway? for this
anyway?
Actually,
Talk to Still Need Going In
make that
global Content Circles
PR

31. For a lot of companies it looks a bit like this
OK, let‟s
Need Where‟s
The
What
should we
just go
content Budget? do? with what
we have
Refer to
A headache.
Execs & What‟s it for
Who‟s
responsible
Marketing Managers anyway? for this
anyway?
Actually,
Talk to Still Need Going In
make that
global Content Circles
PR

32. Where do we start?

33. What are our
Who is our priorities?
target
audience?
What info do we have that would
be useful/of interest?

34. What are our
Who is our priorities?
target
audience?
Sometimes the most basic
questions are the most important
What info do we have that would
be useful/of interest?

35. A “Map and Compass”
For Social Media Explorers

36. Approve
Plan
Post
Content
Analyze
Interact
& Report

37. Approve
Plan
Post
Content
An adaptive workflow is crucial
Analyze
Interact
& Report
37

38. Audience
Acquisition
ESSENTIAL
INGREDIENTS FOR
A STRONG SOCIAL
MEDIA PRESENCE
Content Platform
Optimisation Optimisation

39. Audience
Acquisition
Experience helps
Some factors areFOR
ESSENTIAL
INGREDIENTS
consistent
A STRONG SOCIAL
MEDIA PRESENCE
Content Platform
Optimisation Optimisation
39

40. A few very quick examples

41. #1
Fan Gate

42. Platform Optimisation Example: Fan Gate
What better
way to
welcome
people to
your
Facebook
page

43. Platform Optimisation Example: Fan Gate
Than with a
clear and
beautiful
call to
action

44. #2
Facebook SEO

45. Platform Optimisation Example: SEO
Facebook
Pages‟ info
section:
It‟s usually full
of boring text
that most
people never
read

46. Platform Optimisation Example: SEO
With some clever
techniques you
can also optimise
for search

47. #3
Newsfeed Optimisation

48. Content Optimisation Example: NFO
• EdgeRank is Facebook‟s algorithm that determines
when and how a post is shown in a users Newsfeed
• Using Newsfeed Optimisation, or NFO, we change the
way we post content in order to raise impressions and
levels of engagement

49. Some Features of Newsfeed Optimisation
• Keep posts social – less of the corporate
brochure-speak
• Optimise post types (images, videos, polls, fill in
the blank etc.) and timings
• Focus more on trivia and miscellaneous items to
build an affinity
• Ask more questions, Invite passionate debate, use
humour
• Tip the balance in favour of sharing instead of self-
promotion
• Recognise your fans‟ awesomeness

50. #4
“Like To Enter” Sweepstakes

51. Audience Acquisition Example: “Like To Enter”
“Like our page to be in
with a chance to win!”

52. There are millions of examples

53. Social Media is an Information Jungle

54. We are all trying to
make sense of it
Therefore we are all
“explorers”

55. Of course when you are an
explorer, a decent guide does
not usually come for free

56. But I‟ll share a few
gems

57. The REA Model

58. The
REA Model
Reach
Market Share/ Brand Awareness
 Getting users to your site
KPIs
Unique Users
Visits
Pageviews
Newsletter Signups
Search Market Share
Facebook Fans
Twitter Followers
YouTube Subscribers
Earned Impressions
- Newsfeed Impressions
- Re-tweet Impressions
Organic Uplift
Paid Impressions
Reach
Frequency
Unique Audience Delivered
eGRPs

59. The REA
Model
Engagement
Building brand equity
 Getting users to spend time
with you
KPIs
Time Spent on Site
Page views Per User
Page views Per Visit
Bounce Rate
Repeat Visits
Conversation Rate
- Comment
Amplification Rate
- Shares & Re-tweets
Applause Rate
- Likes & +1’s
Social Media Interaction Rate
- People Talking About This
Subscriber/ Fan/ Follower
Signup Rate
Rich Media Engagement Rate
Rich Media Time Spent
Ad Click Thru Rate

60. The REA
Model
Activation
Building Value/ Lead Generation
 Turning fans into participants
KPIs
Activation Conversion Rate
Participant Value
Participation Value
Post-Activation Engagement Rate
Participant Virality
Re-activation Rate
Inferred Economic Value
Customer Lifetime Value

61. The REA Model
Reach Engagement Activation
Building Market Share Building brand equity Building Value
Paid
Display, PPC,
Affiliates
Owned
Websites
Social Channels
Email
Earned
Social WoM
SEO
Analytics & Optimisation
Monthly analysis, fix identification, multivariate testing, optimisation implementations
Maintenance
Housekeeping, change requests, Implement remedial fixes

62. The REA Model
Reach Engagement Activation
Building Market Share Building brand equity Building Value
Paid
Display, PPC,
Affiliates
Owned
Websites
Social Channels
Email
Now we have
Earned an activation strategy
Social WoM
SEO
Analytics & Optimisation
Monthly analysis, fix identification, multivariate testing, optimisation implementations
Maintenance
Housekeeping, change requests, Implement remedial fixes

63. Benchmarking

64. Benchmarking
Total Audience
Total Sample Size
Comments Modeling Variables
Likes
Engagement (Comments + Likes)
Total Impressions
Avg Impressions Per Post
(Total Impressions divided by Sample Size)
Reach
Total Impressions rate
(Avg Impressions divided by Total Audience)
Engagement rate by impressions
(Engagement divided by avg impressions)
Engagement
Total Engagement Rate
(Engagement divided by total fan numbers)

65. Benchmarking
Total Audience
Total Sample Size
Comments Modeling Variables
Likes
Engagement (Comments + Likes)
Total Impressions
Now we have a
Avg Impressions Per Post
(Total Impressions divided by Sample Size)
benchmarking model
Reach
Total Impressions rate
(Avg Impressions divided by Total Audience)
Engagement rate by impressions
(Engagement divided by avg impressions)
Engagement
Total Engagement Rate
(Engagement divided by total fan numbers)

66. As a wise man once said
The present is a gift. Here are some gifts

67. ?
DEFINE YOUR
STRATEGY
FIRST

68. OPTIMISE YOUR
CONTENT

69. ASK QUESTIONS

70. USE
CONTENT
CALENDARS
New Ideas
Old Ideas
Team
Contributions
November 2011
Sunday Monday Tuesday Wednesday Thursday Friday Saturday
1 2 3 4 5 6
NFO Content Featured Destination Photo Gallery
Featured Destination Poll Video Content
Photo Gallery NFO Content
Featured Destination Promotions
Poll NFO Content

71. KNOW YOUR
HYGIENE POINTS
AND STICK TO
THEM

72. !!!!!!!!!!!!!!!!!!!!!
AVOID BEING TOO
SELF
PROMOTIONAL

73. USE LINKED IN
PROPERLY
(it‟s for your own benefit)

74. KEEP UP WITH
TECH AND
SOCIAL MEDIA
NEWS

75. ( )

76. The future?

77. The Future?
Website Book

78. The Future?
Read The Cluetrain
Manifesto
Website Book

79. In conclusion

80. The Jungle Book is a classic but…

81. You don‟t get good at walking through the
jungle by reading a book

82. Get out there and
explore!

83. Do social media
experts really exist?

84. Follow me on Twitter!
@dmelius, we can
discuss it there 
84

85. Thank You
Qais Consulting
1A Stanley Street
Singapore 068720
www.qaisconsulting.com