the moment of critical mass
from relative obscurity to       epidemic...     which is good.
ideas, products, messagesand behaviors spread like        viruses.
3 Rule of Epidemics
1. The Law of the Few
1. The Law of the Few2. The Stickiness Factor
1. The Law of the Few2. The Stickiness Factor3. The Power of Context
1. The Law of the Few
1967 - Six Degrees of  Separation study
160 students in Nebraskawere given a letter withinstructions to get it to a stockbroker in Boston
None of the students knew     the stockbroker
Took an average of    6 contacts
3 people were the final link  for 50% of the students
The Law of the Few...  the success of any kind of social epidemic is heavily dependent on the involvement of people with a...
1. Connectors
1. Connectors2. Mavens
1. Connectors2. Mavens3. Salespeople
Connectors are...
People with a special knack for bringing the world together.
People with a special knack for bringing the world together.They link us up with the world
extraordinary knack
making friends & acquaintances
they have large networks
they are successful becauseof their ability to span many      different worlds.
intrinsic to their personality  is the combination of...
curiosity
curiosityself-confidence
curiosityself-confidencesociability
curiosityself-confidencesociabilityenergy
Chuck is a Connector
Mavens are...
information specialists
information specialistspeople we rely on to connect us with          new information
information specialistspeople we rely on to connect us with          new informationcollect knowledge and know how to     ...
Judy Randall is a Maven
Salesmen are...
persuaders
persuaderscharismatic people we all want        to agree with.
Bill Hardman is a Salesman
hundreds = thousands
it’s not about the people     following you
it’s about the people who arefollowing the people who are       following you
some are more important than others because they are...
Connectors, Mavens and     Salespeople
not all communities are    created equal
FACEBOOK  twitter
1. Facebook is bigger (800 vs 100)
1. Facebook is bigger (800 vs 100)2. Facebook is more comprehensive
1. Claim your page
1. Claim your page2. Keep it up to date
1. Claim your page2. Keep it up to date3. Wait and see
other communities...
Your Toolset:
Your Toolset: Facebook
Your Toolset: Facebook   Twitter
Your Toolset: Facebook   Twitter  Youtube
Your Toolset: Facebook   Twitter  Youtube    Flickr
Your Toolset:  Facebook   Twitter   Youtube    FlickrGoogle+ (test)
more followers
lack of patience or time
sweepstakes
Brief Aside: If your business is in trouble, social is not your           quick fix.
long-term engagement strategy
big differences btwn traditional          and digital
broadcast and display have     some similarities
paid search, email and social  are rewarded based on          response
Google - places search adshigher if you get more clicks
ESPs deliver your emails better  if your open rate is higher
Facebook prioritizes your  posts if you get more      engagement
quality is important
How do you find and build arelationship with influencers?
it’s tough on Facebook
brands and people can’t  message each other
it’s all about the wall
basic rules for winning on theweb in general and social in      particular are...
1. create good content
1. create good content2. encourage engagement
1. create good content2. encourage engagement3. be consistent
1. create good content2. encourage engagement3. be consistent4. measure
what does ‘engagement’ mean?
Liking your PagePosting on your WallLiking, commenting on or sharing a post, photo, video etc thatyou put on your Page@ me...
If you know a company’smission, you can figure out how to work with them.
Google’s mission:To organize the world
you can’t trick ‘em for long.  black hat SEO will lose.
Facebook’s mission:To make the world a moreopen and connected place.
Facebook’s wants to keep     people on their sitecommunicating with each other
All along, they’re learning        about you
Farmville?Surveys?
Facebook values engagement- so that’s what they measure
2 Facebook Measurements to          Watch
1. Talking About This:number of people interacting       on your page
Talking about This   It shows you the number of unique people who have created a ‘story’ about your   Page in the last 7 d...
Talking about This   The Point: The more people talking about your business, the more   people you’ll be able to reach on ...
Top brands are getting .7% engagement in the“Talking About This” metric      Starbucks on 1/12/12: 0.7%      Tennessee Tou...
2. Weekly Total Reach:and it’s calculated like this...
For the last 500 posts:
For the last 500 posts:1. Reach - # of people who saw the posts
For the last 500 posts:1. Reach - # of people who saw the posts2. # of Engaged Users
For the last 500 posts:1. Reach - # of people who saw the posts2. # of Engaged Users3. # of people Talking about this
For the last 500 posts:1. Reach - # of people who saw the posts2. # of Engaged Users3. # of people Talking about this4. Vi...
Facebook doesn’t care if the engagement is positive or         negative
Currently no automated way     to rank sentiment
Facebook wants to help you   out by filtering your posts...based on overall       engagement
so if nobody is engaging with        your contentyour content gets shown less           overall
that’s the new Edgerankscoring system and here’s a      real life story...
A Real EdgeRank Story•       April: 1,411 likes    •      Paramore takes over social•       May: 2,058 likes    •      Edg...
A Real EdgeRank StoryWHY? July:
A Real EdgeRank StoryWHY? August
3 things Facebook thinks are        important...
1. User Affinity - engagement2. Status weight - video, image, link3. Freshness - posts less than 4 hours old*
1. User Affinity - engagement2. Status weight - video, image, link3. Freshness - posts less than 4 hours old*         *cons...
3 quick Facebook Tips
1. Use a personal tone
2. Always use a call to action   (tell me what you think)  (like this update if you X)
3. Post during peak hours         7-9 am         5-7 pm      11 pm - 1 am
It’s interesting what makes    people respond...
Ask
Ask•   Follow-up
Have some Holiday      Spirit
Pretty pictures work•   Everyone loves a pretty    picture ...
Mavens are      good•   Develop a loyal fan base and    they will help you manage the    on-going conversations on    your...
Love•   A reply tweet from a follower    after we replied to their    original tweet letting them    know we missed them a...
Oops
OopsFAIL!
Targeting Influencers on        Twitter
38 mentions x 3,071 followers =116,698 impressions
2. The Power of Context
Relevant, interesting content        is the thing.
But delivery vehicles change        everything.
There are now moresmartphones in use than    feature phones
in 2014 more than 50% ofweb traffic will come from      smartphones
Is THIS your personal     computer?
Or is this?
It’s the one you take with    you everywhere.
3 main differences between    these two devices
1. Screen size
2. Navigation/Input      method
3. Context
2 schools of thought
1. Mobile should be light-  weight and focused.
2. Mobile should haveeverything - because it’s  many people’s only       computer
Google’s new algorithm:Social more important than          links
Social bookmarking
If it’s mentioned in social it’s more likely to be authentic        and valuable
Engagement is moreimportant than links
www.paramore.is
Marketing college   3rd year part 2
Marketing college   3rd year part 2
Marketing college   3rd year part 2
Marketing college   3rd year part 2
Marketing college   3rd year part 2
Marketing college   3rd year part 2
Marketing college   3rd year part 2
Marketing college   3rd year part 2
Marketing college   3rd year part 2
Marketing college   3rd year part 2
Marketing college   3rd year part 2
Marketing college   3rd year part 2
Marketing college   3rd year part 2
Marketing college   3rd year part 2
Marketing college   3rd year part 2
Marketing college   3rd year part 2
Marketing college   3rd year part 2
Marketing college   3rd year part 2
Marketing college   3rd year part 2
Marketing college   3rd year part 2
Marketing college   3rd year part 2
Marketing college   3rd year part 2
Marketing college   3rd year part 2
Marketing college   3rd year part 2
Marketing college   3rd year part 2
Marketing college   3rd year part 2
Marketing college   3rd year part 2
Marketing college   3rd year part 2
Marketing college   3rd year part 2
Marketing college   3rd year part 2
Marketing college   3rd year part 2
Marketing college   3rd year part 2
Marketing college   3rd year part 2
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Marketing college 3rd year part 2

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Hannah Paramore - the second half of the 3rd year class at STS Marketing College in Dahlonega, GA.

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  • Marketing college 3rd year part 2

    1. 1. the moment of critical mass
    2. 2. from relative obscurity to epidemic... which is good.
    3. 3. ideas, products, messagesand behaviors spread like viruses.
    4. 4. 3 Rule of Epidemics
    5. 5. 1. The Law of the Few
    6. 6. 1. The Law of the Few2. The Stickiness Factor
    7. 7. 1. The Law of the Few2. The Stickiness Factor3. The Power of Context
    8. 8. 1. The Law of the Few
    9. 9. 1967 - Six Degrees of Separation study
    10. 10. 160 students in Nebraskawere given a letter withinstructions to get it to a stockbroker in Boston
    11. 11. None of the students knew the stockbroker
    12. 12. Took an average of 6 contacts
    13. 13. 3 people were the final link for 50% of the students
    14. 14. The Law of the Few... the success of any kind of social epidemic is heavily dependent on the involvement of people with aparticular and rare set of social gifts
    15. 15. 1. Connectors
    16. 16. 1. Connectors2. Mavens
    17. 17. 1. Connectors2. Mavens3. Salespeople
    18. 18. Connectors are...
    19. 19. People with a special knack for bringing the world together.
    20. 20. People with a special knack for bringing the world together.They link us up with the world
    21. 21. extraordinary knack
    22. 22. making friends & acquaintances
    23. 23. they have large networks
    24. 24. they are successful becauseof their ability to span many different worlds.
    25. 25. intrinsic to their personality is the combination of...
    26. 26. curiosity
    27. 27. curiosityself-confidence
    28. 28. curiosityself-confidencesociability
    29. 29. curiosityself-confidencesociabilityenergy
    30. 30. Chuck is a Connector
    31. 31. Mavens are...
    32. 32. information specialists
    33. 33. information specialistspeople we rely on to connect us with new information
    34. 34. information specialistspeople we rely on to connect us with new informationcollect knowledge and know how to share it
    35. 35. Judy Randall is a Maven
    36. 36. Salesmen are...
    37. 37. persuaders
    38. 38. persuaderscharismatic people we all want to agree with.
    39. 39. Bill Hardman is a Salesman
    40. 40. hundreds = thousands
    41. 41. it’s not about the people following you
    42. 42. it’s about the people who arefollowing the people who are following you
    43. 43. some are more important than others because they are...
    44. 44. Connectors, Mavens and Salespeople
    45. 45. not all communities are created equal
    46. 46. FACEBOOK twitter
    47. 47. 1. Facebook is bigger (800 vs 100)
    48. 48. 1. Facebook is bigger (800 vs 100)2. Facebook is more comprehensive
    49. 49. 1. Claim your page
    50. 50. 1. Claim your page2. Keep it up to date
    51. 51. 1. Claim your page2. Keep it up to date3. Wait and see
    52. 52. other communities...
    53. 53. Your Toolset:
    54. 54. Your Toolset: Facebook
    55. 55. Your Toolset: Facebook Twitter
    56. 56. Your Toolset: Facebook Twitter Youtube
    57. 57. Your Toolset: Facebook Twitter Youtube Flickr
    58. 58. Your Toolset: Facebook Twitter Youtube FlickrGoogle+ (test)
    59. 59. more followers
    60. 60. lack of patience or time
    61. 61. sweepstakes
    62. 62. Brief Aside: If your business is in trouble, social is not your quick fix.
    63. 63. long-term engagement strategy
    64. 64. big differences btwn traditional and digital
    65. 65. broadcast and display have some similarities
    66. 66. paid search, email and social are rewarded based on response
    67. 67. Google - places search adshigher if you get more clicks
    68. 68. ESPs deliver your emails better if your open rate is higher
    69. 69. Facebook prioritizes your posts if you get more engagement
    70. 70. quality is important
    71. 71. How do you find and build arelationship with influencers?
    72. 72. it’s tough on Facebook
    73. 73. brands and people can’t message each other
    74. 74. it’s all about the wall
    75. 75. basic rules for winning on theweb in general and social in particular are...
    76. 76. 1. create good content
    77. 77. 1. create good content2. encourage engagement
    78. 78. 1. create good content2. encourage engagement3. be consistent
    79. 79. 1. create good content2. encourage engagement3. be consistent4. measure
    80. 80. what does ‘engagement’ mean?
    81. 81. Liking your PagePosting on your WallLiking, commenting on or sharing a post, photo, video etc thatyou put on your Page@ mentioning your Page in a post they makeTagging your Page in a photoLiking or sharing a check-in dealChecking in at a Place
    82. 82. If you know a company’smission, you can figure out how to work with them.
    83. 83. Google’s mission:To organize the world
    84. 84. you can’t trick ‘em for long. black hat SEO will lose.
    85. 85. Facebook’s mission:To make the world a moreopen and connected place.
    86. 86. Facebook’s wants to keep people on their sitecommunicating with each other
    87. 87. All along, they’re learning about you
    88. 88. Farmville?Surveys?
    89. 89. Facebook values engagement- so that’s what they measure
    90. 90. 2 Facebook Measurements to Watch
    91. 91. 1. Talking About This:number of people interacting on your page
    92. 92. Talking about This It shows you the number of unique people who have created a ‘story’ about your Page in the last 7 days. The ‘story’ might include people: Liking your Page Posting on your Wall Liking, commenting on or sharing a post, photo, video etc that you put on your Page Answering a question you asked using the ‘question’ feature RSVPing to an event @ mentioning your Page in a post they make Tagging your Page in a photo Liking or sharing a check-in deal Checking in at a Place  
    93. 93. Talking about This The Point: The more people talking about your business, the more people you’ll be able to reach on Facebook. You’ll see now why it’s so important to get people interacting and engaging with your content. You might also be interested to know that top brands are currently getting 0.7% engagement (on average) on this new metric.  
    94. 94. Top brands are getting .7% engagement in the“Talking About This” metric Starbucks on 1/12/12: 0.7% Tennessee Tourism on 1/12/12: 0.7%
    95. 95. 2. Weekly Total Reach:and it’s calculated like this...
    96. 96. For the last 500 posts:
    97. 97. For the last 500 posts:1. Reach - # of people who saw the posts
    98. 98. For the last 500 posts:1. Reach - # of people who saw the posts2. # of Engaged Users
    99. 99. For the last 500 posts:1. Reach - # of people who saw the posts2. # of Engaged Users3. # of people Talking about this
    100. 100. For the last 500 posts:1. Reach - # of people who saw the posts2. # of Engaged Users3. # of people Talking about this4. Virality (talking about this / reach)
    101. 101. Facebook doesn’t care if the engagement is positive or negative
    102. 102. Currently no automated way to rank sentiment
    103. 103. Facebook wants to help you out by filtering your posts...based on overall engagement
    104. 104. so if nobody is engaging with your contentyour content gets shown less overall
    105. 105. that’s the new Edgerankscoring system and here’s a real life story...
    106. 106. A Real EdgeRank Story• April: 1,411 likes • Paramore takes over social• May: 2,058 likes • EdgeRank Score goes public: 24• June: 3,183 likes • EdgeRank Score increases to 29 • SplashGround Sweeps starts• July 4,171 likes: • EdgeRank Score decreases back to 24 • SplashGroundSweeps Ends• August 4,310 likes: • EdgeRank Scores settles at 21
    107. 107. A Real EdgeRank StoryWHY? July:
    108. 108. A Real EdgeRank StoryWHY? August
    109. 109. 3 things Facebook thinks are important...
    110. 110. 1. User Affinity - engagement2. Status weight - video, image, link3. Freshness - posts less than 4 hours old*
    111. 111. 1. User Affinity - engagement2. Status weight - video, image, link3. Freshness - posts less than 4 hours old* *constantly changing stat.
    112. 112. 3 quick Facebook Tips
    113. 113. 1. Use a personal tone
    114. 114. 2. Always use a call to action (tell me what you think) (like this update if you X)
    115. 115. 3. Post during peak hours 7-9 am 5-7 pm 11 pm - 1 am
    116. 116. It’s interesting what makes people respond...
    117. 117. Ask
    118. 118. Ask• Follow-up
    119. 119. Have some Holiday Spirit
    120. 120. Pretty pictures work• Everyone loves a pretty picture ...
    121. 121. Mavens are good• Develop a loyal fan base and they will help you manage the on-going conversations on your wall...
    122. 122. Love• A reply tweet from a follower after we replied to their original tweet letting them know we missed them as much as they missed Wildwoods.• The Point: A personal touch through a message from a brand is appreciated and builds loyalty.
    123. 123. Oops
    124. 124. OopsFAIL!
    125. 125. Targeting Influencers on Twitter
    126. 126. 38 mentions x 3,071 followers =116,698 impressions
    127. 127. 2. The Power of Context
    128. 128. Relevant, interesting content is the thing.
    129. 129. But delivery vehicles change everything.
    130. 130. There are now moresmartphones in use than feature phones
    131. 131. in 2014 more than 50% ofweb traffic will come from smartphones
    132. 132. Is THIS your personal computer?
    133. 133. Or is this?
    134. 134. It’s the one you take with you everywhere.
    135. 135. 3 main differences between these two devices
    136. 136. 1. Screen size
    137. 137. 2. Navigation/Input method
    138. 138. 3. Context
    139. 139. 2 schools of thought
    140. 140. 1. Mobile should be light- weight and focused.
    141. 141. 2. Mobile should haveeverything - because it’s many people’s only computer
    142. 142. Google’s new algorithm:Social more important than links
    143. 143. Social bookmarking
    144. 144. If it’s mentioned in social it’s more likely to be authentic and valuable
    145. 145. Engagement is moreimportant than links
    146. 146. www.paramore.is

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