A Report for Contagious by
social media / index /                                                                    p.02

                INDEX /  ...
social media / executive summary /                                                                                        ...
social media / planning / KUDOS as a framework                                                                            ...
social media / planning / KUDOS as a framework                                                                            ...
social media / planning / KUDOS as a framework                                                                            ...
social media / planning / KUDOS as a framework                                                                            ...
social media / measuring / measuring KUDOS within communities                                                             ...
social media / methods / introduction                                           p.42

               05 / pages 41-84
social media / methods / blogging / referral stats are your friend                                                 p.47

social media / methods / utility / overview                                                                               ...
social media / methods / utility / hints & tips                                                                           ...
social media / emerging trends                                                                                            ...
social media / credits                                                                                                    ...
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Social Media 'extracts' Contagious Magazine


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Contagious Magazine

'Extracts' from their 2008 Social Media Report

Published in: Business, Technology

Social Media 'extracts' Contagious Magazine

  1. 1. SOCIAL MEDIA / METHODS & METRICS 2008 A Report for Contagious by
  2. 2. social media / index / p.02 INDEX / ABOUT THE AUTHORS / SOCIAL MEDIA / METHODS & METRICS CHAPTERS / Ryan*MacMillan is a social media agency. We use social 01 / page 03 media to understand, amplify and influence the conver- 01 / EXECUTIVE SUMMARY SUMMARY sations around our clients' products and services. 02 / 02 / pages 04-05 INTRO To make this happen we provide: INTRODUCTION 03 / - Situation analysis: understanding and quantifying the PLANNING effect social media marketing can have on the brand 04 / 03 / pages 06-15 and sales MEASURING PLANNING 05 / - Research in social media environments: monitoring METHODS audience conversations about the brand or product 04 / pages 16-40 06 / and understanding their effect: what they're saying, MEASURING EMERGING why and where they're saying it 07 / - Product development: creating social media products DEFINITIONS 05 / pages 41-84 that engage the brand's audience and can generate 08 / SOCIAL METHODS revenues RESOURCES - Marketing campaigns: driving interest and considera- 06 / pages 85-89 tion of brands by listening to audience needs and SOCIAL MEDIA / EMERGING TRENDS responding to them with content, dialogue and functionality. 07 / pages 90-91 DEFINITIONS 08 / pages 92-93 RESOURCES
  3. 3. social media / executive summary / p.03 01 / page 03 EXECUTIVE SUMMARY CHAPTERS / 02 / Introduction new set of tools for evaluating it. This section gives is a fast moving world and in order to be ready for 01 / An overview of the report; why we have done it, an overview of how audience needs are impacted its next evolution we have taken a look into the SUMMARY what it includes, who it is aimed at and what we by social media. It then looks at what tools are future. This essay looks sideways at what is hope the reader will get out of it. available for measuring it and what this means in emerging from current trends and what will have 02 / INTRO terms of economic value. an impact on marketing in social media in the near 03 / Planning future. 03 / PLANNING Social media comes with a new set of characteris- 05 / Social Methods tics and behaviours, not least of these being the This is a constantly evolving space and it produces 07 / Definitions 04 / MEASURING very active involvement of the audience. This new ways for audiences and brands to engage New areas, especially in marketing and technology, requires new ways of thinking about planning and with each other. Each new way has its own have a charming habit of breeding a whole new set 05 / evaluating media activity. In this section Mark strengths and pitfalls; this section provides an of neologisms. We have collected some of the METHODS Palmer provides an unsettling view of some of the introduction to each of the major areas: blogging, more useful definitions together for the reader's 06 / shortfalls of how we currently measure media. We online conversations, brand utility, brand content reference and convenience. EMERGING also introduce KUDOS, a framework for managing and narrowcasting. It includes an overview of each 07 / the new paradigms and ambiguities thrown up by with some expert points of view. It also provides 08 / Resources DEFINITIONS social media. case studies of how the KUDOS planning frame- This report attempts to cover a lot of ground. By 08 / work can be used in each area as well as guides to necessity some topics have required a light touch RESOURCES 04 / Measuring making the most of these activities. or a brief mention. This set of links to research, The measurement of social media differs from articles, blogs and actual examples of activity will traditional media in both its impact and how the 06 / Social media / emerging trends enable the reader to further their knowledge and value of that impact can be determined. This While this report draws on the most recent exam- experience of social media beyond the confines of requires a different view of measurement and a ples and current technologies in social media, this this document.
  4. 4. social media / planning / KUDOS as a framework p.06 03 / pages 06-15 PLANNING 03.01 / KUDOS: A framework for planning ing in vision and originality. As it happens, nothing could CHAPTERS / social media / be further from the truth. The Marketing Director only 01 / By Leo Ryan & Dan O'Connor, Ryan*MacMillan needs to provide her audience with the proof to put this SUMMARY lie to bed. But what is the best way to let her audience The advertising and marketing press are filled with sto- 02 / know about the planned new line of products? She INTRO ries of the end of advertising as we know it. The root of could produce a weekly podcast about the company's the cause apparently sits with the rise of blogs and 03 / product innovation. She could have the articulate Head PLANNING social media and with the fragmentation of audiences of Product Development start a blog. She could release and media. It's not our place here to analyse the causes. 04 / a series of white papers detailing the raft of experiments MEASURING It's sufficient to acknowledge that the role of traditional behind the product innovation. Or all of these. However, media is changing as the size and influence of social 05 / she has limited resources so she has to make a decision media grows. As that change occurs, brands are METHODS about which of these activities to engage in. After six responding by increasing their budgets and activity in month of trialling two of them, she needs to be able to 06 / the new and exciting areas of social media. There are, EMERGING make some kind of comparison. however, concerns that this is still very much an experi- 07 / mental area and not one from which brands are neces- As the Marketing Director is planning these activities DEFINITIONS sarily expecting tangible results. she also needs to recognise and satisfy dual agendas. 08 / On the one hand she has the brand that is supporting RESOURCES A lack of standards the activity. On the other, there is the audience who is One of the obstacles to serious investment in this area expected to engage with it. Failure to materially satisfy is the lack of standardisation. Each of the many ways either agenda is going to make someone unhappy. Illustration / Chellie Carroll / / that a brand can use social media is measured differently. Podcasts, blogs, Wikis, social networking sites etc. KUDOS and Social Capital each have their own particularities. This all makes plan- The directors of Ryan*MacMillan have been focusing on ning and measuring activity in this area a dark art at best social media and how to resolve such dilemmas since and guess work at worst. If brands are going to make 2005. We've developed a framework for managing the serious forays into social media, there needs to be some ambiguities of both the planning and measurement of consistency across the various channels and how they social media activity. KUDOS (meaning 'fame', 'glory', are planned and assessed. 'renown') is an acronym that reminds us of what attrib- utes a piece of social media activity should display if it is An example of the dilemma to be successful. It should be Knowledgeable, Useful, A typical situation might look like this; an esteemed Desirable, Open and Shareable. And it needs to British brand is much loved for its traditional values and achieve this for both the audience and the brand. quality products. Its audience, however, thinks it is lack-
  5. 5. social media / planning / KUDOS as a framework p.07 KUDOS is based on the concept of Social Capital provision of utility beyond a brand's basic products and (SC). SC is essential to our understanding of the way in services. which online social networks (OSN) work. It is a way of Having SC refers to the actual SC of a brand, thus talking about how valuable our online social networks are. describing a brand's ability to employ its online social It is a way of thinking about what we are able to do with connections in order to (positively) affect its environ- CHAPTERS / them, how we can maintain, expand and develop them. ment, i.e. increase sales, promote awareness, amelio- 01 / SC is similar to regular, economic capital; the more you rate sentiment. SUMMARY have the more easily you can alter your environment. It Sharing SC refers to the ways in which a brand can 02 / describes both the inclination of members of a network increase the SC of other individuals within a given OSN, INTRO (or the entire network) to do things for each other and the i.e. how a connection to the brand increases the ability of 03 / resulting ability of an individual (or brand) to positively an individual to (positively) affect their environment. Once PLANNING affect their environment via the in/direct deployment of a brand has shared its social capital with its customers, it 04 / those networks. is crucial for the success of the activity that the cus- MEASURING tomers, in turn, can and do pass it on. 05 / The four qualities of Social Capital METHODS Measuring Social Capital The similarity to economic capital only goes so far. SC 06 / has the following four qualities: Any planned social media activity by a brand within an EMERGING OSN must be measurable by the way in which it increas- Utility through Accumulation: Like economic cap- 07 / es or depletes the brand's SC. Measuring a brand's SC, DEFINITIONS ital, the more SC an individual accumulates, the more particularly in reference to their online SC, can be easily that individual is able to affect their environment. 08 / achieved through analysis of online sentiment and influ- Inequality of Distribution: Like economic capital, RESOURCES ence. This in effect is a measure of the 'tone of voice' that SC is differently available. Some individuals have a lot, online conversations about a brand have. others less. Expiration through Under-Use: Unlike economic Sentiment metrics describe the level of the 'stock- capital, which expires through over-use, SC expires pile' of trust which constitutes SC: how trustworthy is the through under-use. 'Use it or lose it'. brand understood to be, and how useful or desirable is its Based Upon Trust: Regular capital is merely the content or activity? exchange of agreed values as guaranteed by a central Influence metrics describe the efficacy with which authority. SC, however, is a stockpile of trust, which is a brand is able to make use of that trust in order to (pos- guaranteed only by the exercise of reciprocal actions itively) affect their environment: how easily is a brand between diffuse individuals within a social network. able to share its knowledge around its social networks? The outcome of any social media activity should be, in Having and Sharing Social Capital short, more SC. Online, brands can accumulate social There are two ways in which SC is important to our under- capital by being connected to individuals who have standing of how brands can successfully undertake already accumulated large amounts of SC, i.e. by seeking social media activities, such as the fuelling of online con- endorsements from influential network members. versations, engagement in those conversations, or the
  6. 6. social media / planning / KUDOS as a framework p.08 The KUDOS Attributes However, the brand must also ensure that the connection is prof- itable for the influential individual. This is achieved by sharing SC Knowledgeable / and making it work for them. If it does not, it is unlikely a) that the Does the activity demonstrate knowledge on the part of the connection will be maintained by the individual and b) that the indi- brand? Is it knowledge that is unique to your brand, product or vidual will go on to share the knowledge being redistributed through CHAPTERS / service? Is it something your audience needs or want to know? the activity. Thus a brand's SC will deplete through under-use. Are you increasing their knowledge or just telling them some- 01 / thing they already know or could have gained elsewhere? SUMMARY KUDOS: A framework for managing social media KUDOS is a rubric to help brands manage their social media activities, 02 / Useful / INTRO and so maximise their social capital. The process of thinking through Not all social media activity is useful to the brand's audience. Not the KUDOS attributes helps a brand decide what channels it is going 03 / all dissemination of knowledge is actually useful to the brand. It PLANNING to use and how it is going to use them. It can check and balance the might be commercially sensitive. It might promote an out of stock needs of both brand and audience. It can also establish what it is 04 / product or a discontinued service. The best-case scenario is when MEASURING going to measure so that it can assess the success or otherwise of the an activity is useful to both the brand and the audience. activity. The best way to illustrate this is by actual example. 05 / METHODS Desirable / BRAVIA Balls as an example 06 / Desirable is a step on from useful. By desirable we mean that In 2005, Sony Consumer Electronics launched a new television EMERGING both the brand and the audience actively want it. Think of eating brand; BRAVIA. Unheard of at the time of launch, it represented a 07 / your greens; useful but not that desirable. If something is desir- step-change in technology and TV quality and was integral to the DEFINITIONS able, really tasty-can't-get enough-of-it-desirable to your audi- success of Sony's business globally. 08 / ence, you'll know it. RESOURCES The advert for the launch was an extravaganza of colour featuring 300,000 bouncy rubber balls being shot out of cannons and tipped Open / down the hills of San Francisco. The net savvy and technically literate Open means honest and transparent. Not just about the parts of residents of San Francisco took photos and video of the event and the message that are desirable to the brand, but about the whole posted them on Flickr and Google Video. lot, warts and all. An audience will respond very actively and negatively when they believe a brand has been dishonest with Back in London the digital planning team (Fred Whitton from them. It doesn't even require active dishonesty - just a lack of OMD and Leo Ryan) picked up on this interest and the positive com- intent to be completely open. mentary it was generating. We decided that we'd fuel the conversa- tion by giving them more of what they were looking for; videos, photos, Shareable / background interviews, screensavers and wallpapers. The result was It is as important as being open that brands actively encourage that in the following five months the advert was seen online more than sharing. Are the materials easily downloadable? Can they be seven million times with no media expenditure. The audience did all of linked to or have you gone and wrapped them up in a big Flash the distribution and promotion themselves. movie that no one can link to? Have you acknowledged standard protocols that enable sharing and added a simple 'Digg this' but- ton or a downloadable Zip file of assets?
  7. 7. social media / planning / KUDOS as a framework p.09 Attribute For Sony For Sony’s audience Metric The raging debate around 'was it CGI or The assets and information on the site Inbound links: approx 19,000; Knowledgeable / not' showed that Sony BRAVIA was an gave visitors behind the scenes or SERP: number one result for Google searches interesting intelligent brand who was 'insider' information about an advert on “BRAVIA advert”, and “colour advert”; CHAPTERS / pushing the envelope of visual effects. that was being discussed. Technorati: 2394 blog reactions for No CGI had been used, demonstrating “”; 01 / SUMMARY that Sony knew a lot about the impact of Blogpulse: 341 sites with links (Feb 2008) colour and motion by doing it for real. It 02 / INTRO was a real life demonstration of 'Colour Like No Other.' 03 / PLANNING The activity was useful to Sony in that it By having access to this material the Browser profiles changed from Safari and Useful / 04 / repositioned them at a time when they early adopters could demonstrate Firefox (early adopters) to IE (mass audiences) MEASURING were suffering at the hands of early that they knew about something cool over time. IE % growth: 05 / adopters; the online community was in early on, as could later audiences. 39.2% (2 Nov 2005) METHODS an uproar over Sony Root Kit. Early adopters and early mass were 56.73% (29 Nov 2005) 06 / all made to look good. EMERGING Sony wanted to get their new brand The audience loved it. It satisfied a As of March 2006 (five months into campaign): Desirable / 07 / DEFINITIONS BRAVIA out into the mind of the public. desire to be entertained and to tell minimum views: 7,123,225; This advert, its related assets and the their friends about something enter- 1,800,000 online advert views at 08 / RESOURCES way it was picked up and disseminated taining. They deemed it very desirable,; got a new brand name in everyone's downloading it and watching it on 3,305,203 BRAVIA items viewed on YouTube; minds in a positive and cost effective YouTube and Google video. Google Video figures estimated at 1,983,122 way. It was the first example of a (source Hitwise March 2006); i-Film views: Consumer Distributed Advert. advert: 23.367; amateur video: 34,350 The assets came from the shoot as well The assets were available for stream- As of March 2006 (five months): Open / as the finished product. There was no ing and download. The video, wallpa- 35,900 downloads from pretence that this was anything other pers and screen savers were down- than a piece of marketing material - one loadable and the photo gallery was in a that was handmade in San Francisco. zip file for ease of download. As soon as the public showed interest in Each new asset posted was a separate YouTube: 43 user uploaded videos; Flickr: 237 Shareable / this activity the brand posted behind the blog post; easy to link to and fast to photos tagged “bravia advert”; 211 photos scenes footage, still shots from the publish. The assets were made avail- tagged “bravia ad”; 2,519 photos tagged shoot and eventually the finished advert able for easy download and were sub- “bravia”; saved by 9,408 people; before it was scheduled to air on TV. sequently reposted numerous times. Digg: 5,643 collective ‘diggs’ on “bravia ad”.
  8. 8. social media / measuring / measuring KUDOS within communities p.26 04.03 / Measuring KUDOS within communities / The main components for calculating the Social Media Comment Value By Joel Davis, agency:2 of each post in descending order of importance are: For brands to be accepted within communities they need to add value 1. Search Ranking to the debate or chat. For some brands this means being a thought (using the Google page rank as a guide) leader and being useful by sharing knowledge. For others it might be CHAPTERS / more about facilitating leisure time. In either case, the more a brand is 2. Hyper link 01 / able to help its audience to spend their time or waste their time, the more (i.e. does the post have an active link to the brand's destination) SUMMARY social capital it can gain. 3. A measure of how targeted the audience is 02 / INTRO How we attribute KUDOS in communities (purely subjective) 03 / Knowledgeable and Useful / If a brand's activity is deemed useful, 4.The nature of any feedback PLANNING users will respond by positively ranking their comments and thanking (positive, neutral or negative) 04 / them. If brands are not adding value they could be banned. MEASURING 5.Thread Popularity Desirable / The number of visitors from a forum, along with any feed- (measuring the volume of traffic and the nature of activity, i.e. do 05 / METHODS back on the postings, are some of the clearest indications of whether users just visit the thread or do they actually add to it) the activity is thought 'Desirable'. 06 / 6. A depreciation of the posting over time EMERGING Open / Ironically, 'Open' can be measured by looking at instances (to acknowledge the user perception that the older the post the less 07 / in forums where brands have been banned or where they get flamed useful it might be) DEFINITIONS and become the unhappy recipients of a disproportionate amount of Each component has a different value weighting based on impact. 08 / negative comment. RESOURCES Once the figures are plugged in we get the Social Media Comment Shareable / By understanding where traffic originates and its volume Value and the all-important ROI calculation of a post and hence the over time brands can get an idea of the reach that their contributions overall campaign. achieve as well as the speed with which they spread. There are a variety The Social Media Comment Value acts as a key part of the social of tools to help track this, including internal data such as the site's own media dashboard. The dashboard also includes a monthly look at the web logs as well as third party solutions such as Hitwise and views and interaction directly associated with the activity, competitive Nielsen BuzzMetrics. share of voice and an overview of the percentage of traffic social Social Media Value: Measuring and optimising activity in forums media sites contribute to the total referral traffic. We can only manage what we can measure; this includes brands' These trends along with the Social Media Comment Value calculation involvement in online communities. To date, there has not been an can give marketers the measurement tools needed to manage their agreed way to calculate the ROI on social media community activity. To commenting campaigns in forums, chat rooms and blogs. address this, agency:2 have created and actively use a dashboard that Joel Davis is CEO of social media agency agency:2 monitors brands' social media programmes and calculates the Social Media Comment Value of such activity.
  9. 9. social media / methods / introduction p.42 05 / pages 41-84 SOCIAL METHODS 05.01 / Overview / CHAPTERS / By Dan O'Connor, Ryan*MacMillan 01 / SUMMARY In this report so far we have covered the principles of social media and hopefully given the reader a grounding in understanding what can be 02 / INTRO measured and what these measurements mean. It is understandable if at this point marketers would like to start getting their hands dirty and 03 / PLANNING to see how these activities actually work. 04 / To help you, this section organises the vast array of possible social MEASURING media activities into five main groups; blogging, online conversations, 05 / brand utility, brand content and narrowcasting. While there are certainly METHODS overlaps between these categories, we feel that the principles and the 06 / potential of each make most sense in these groupings. EMERGING Based on this, we have provided an overview of each area and 07 / DEFINITIONS looked at how the principles of social capital and the KUDOS frame- Source: Jared Tarbell / work apply to each group. These have been illustrated with examples 08 / RESOURCES of where they have been used well, and some not so well. Each activity area also includes a case study from a leading brand. We have assessed the example using the KUDOS framework, exam- ining how it has delivered for both the brand and the audience and selecting some key metrics to underpin our understanding of the activity's value. We've given each KUDOS requirement a qualitative score of 1 - 5 (5 being the best) depending on how well the activity has met the requirement. Each section includes guides to best practice. These have been developed over the past two years and are based on our consultancy with our own clients as well as observations of what has worked and flopped in the market place. It is not possible to provide a definitive guide in such a fast moving discipline, however we hope these guides provide a useful starting point to marketers actually trialling some of these activities.
  10. 10. social media / methods / blogging / referral stats are your friend p.47 05.02.03 / Referral Statistics Are Your Friend / By Tim Ireland, The one thing you'll want to keep a sharp eye on during any online networking exercise is your referral statistics. CHAPTERS / If you're doing it right, your online networking should be a sincere 01 / exercise in reaching like-minded people via the use of comments, track- SUMMARY back, hyperlinks and search engines. Keeping an eye on your referral stats 02 / is the best way to track growth and get better at promoting same. INTRO If you want to learn about basic principles of networking growth, often 03 / PLANNING it pays to use page tagging as well as log analysis software. The better page tagging solutions allow you to watch growth and spread as it 04 / MEASURING happens, which is as close as you're going to get to honing your craft in Illustration / Chellie Carroll / / front of a live audience. 05 / METHODS When watching inbound traffic live, you actually get to see inbound 06 / links spread from site to site. This allows you to learn more about how EMERGING certain influential bloggers interact. The subtleties of many relationships 07 / can pass you by if you're getting this data 24 hours later, and one of the DEFINITIONS big secrets in online networking is knowing your audience. 08 / RESOURCES Using your chosen traffic tracking package - if it's a good one - you'll be able to see an overview of referrals combining traffic via other web- sites and via search engines, and will have the capacity to drill down to determine how search engines are bringing you new traffic (i.e. via which keyword phrases). After all, the self-publishers out there aren't your entire audience; they are instead an influential audience, and your gateway to a much, much wider audience. Cumulative inbound links from self-publishers improve your search results. Your referral statistics are the best way you have of tracking the latter and learning more about the former. links / [For those who care, I personally prefer Statcounter (live) and Google Analytics (24 hour lag) for page tagging, and AWStats for web log analysis. I did not use the full and correct term 'web log analysis software' above in order to avoid confusion with weblogs.]
  11. 11. social media / methods / utility / overview p.62 05 / pages 62-70 METHODS / BRAND UTILITY 05.04.01 / Overview / able to attract more customers to its website and so, CHAPTERS / By Dan O'Connor, Ryan*MacMillan hopefully, increase profits. Amazon's Marketplace is an 01 / example of how a social media activity can be measured SUMMARY Utility: how can your brand help your customers? as a success by the way in which it permits both brand 02 / and customer to demonstrate the qualities of KUDOS. INTRO If social capital is an expression of someone's ability to Amazon shares knowledge between both vendors and leverage their social networks in order to improve their 03 / buyers on its website, acting as an honest broker, pro- PLANNING market environment, then brand utility is clearly a part of viding useful and desirable information about products that ability. If a brand is useful then that utility contributes 04 / beyond Amazon's own offerings. MEASURING to a customer's ability to improve their environment. Through being associated with utility, brands increase The social capital of many brands comes in the form of 05 / their own social capital. For example, the travel website, information, knowledge that their customers, not nec- METHODS Travelocity, endeavours to make its brand useful to essarily being specialists, may not have. For example, 06 / customers beyond the mere capacity to book flights the Halifax Bank, the UK's largest mortgage lender, EMERGING and hotel rooms. In a small, but clever, piece of brand very obviously possesses a great deal of financial infor- 07 / utility, they also offer a phone and email alert service, mation which the brand accumulates through its network DEFINITIONS notifying their customers of delays and changes to of employees and associates. By seeing this information 08 / itineraries. The utility to the customer is obvious and so as social capital, Halifax is able to expend it in their RESOURCES this expenditure of the Travelocity brand's social capital 'Shareprice Alert' service. This service uses email to (their prior knowledge of flight times etc.) ensures that a alert customers who invest with Halifax to notable potentially brand-damaging situation is mitigated as changes in the stock market. Customers can person- much as possible. alise the alerts, thereby making the information ever more useful to themselves. For the Halifax, it is hoped Utility: What does your brand have that your cus- that the utility they have provided to their customers will tomers need? reflect well upon the brand, increasing its own social capital by both retaining customers and attracting new Providing brand utility is invariably a question of the ones. KUDOS is evident here in the open sharing of expenditure of a brand's social capital through the desirable information in such a way that reflects well on provision of additional online functionality. Amazon's © / penfold / the Halifax brand (the providers of the utility) and which 'Marketplace' function, for example, involves the brand helps the customer to improve their own economic sharing its webspace, its search engines and its e-com- environment. merce functionality with customers. In thus expending its social capital (webspace, search and e-commerce being the primary ways in which Amazon leverages its networks of consumers to improve its environment), the brand is
  12. 12. social media / methods / utility / hints & tips p.70 BRAND UTILITY / HINTS & TIPS CHAPTERS / Turn testers into seeders / It should be simple: produce a tool or application that your audience 01 / will find useful. But it's not always easy to know what it is people want Provide information and materials to allow these positive, interested SUMMARY - and whether they'll take kindly to it coming from your brand. The fol- parties to become online advocates. 02 / lowing tips on creating tools and applications that extend your brand's INTRO Develop quickly - you can evolve it later / utility are unashamedly common sense in their approach, but have 03 / often been learnt the hard way. Let go of the age-old habit to only launch your application when it is a PLANNING perfect, shiny, gleaming reflection of the brand. You're competing for Stay on brand / 04 / your audience's attention with bedroom developers who can put out MEASURING Just because your target audience has a need, doesn't mean it's in a new version of their tool, in response to user feedback, within hours. your interests to fulfil it. 05 / The social media space is one which expects and tolerates ongoing METHODS tinkering and improvement. Initial audience research is crucial / 06 / Embrace open standards and APIs / There are no excuses for not knowing exactly what your audience's EMERGING functional and rational needs are within the social media space. Use Allow users to adapt your application to suit their own needs, making 07 / conversation monitoring tools throughout the development process DEFINITIONS it do what they want. to listen to what your audience is saying. 08 / Be prepared to keep supporting the application / RESOURCES Collaboration will create the best ideas / Depending on the permanence of the audience need the tool is The best ideas will occur when clients, consultants, researchers, answering, it may require long-term support and commitment from developers all sit round the same table, developing ideas together. the brand. It may fit into a product lifecycle, rather than a marketing campaign plan. When you budget and plan, remember that the initial Make sure the product itself encourages collaboration / soft launch is simply the end of the beginning… Ahem. A good social media tool will ensure that the more people use the tool, Don't expect an instant hit / and use it collaboratively, the more they will achieve. If a tool is truly useful, its usage should grow virally rather than as a result Let your advocates be your product testers / of a big marketing campaign. It took a few years before the likes of Flickr Develop closed groups of alpha testers whose enthusiasm for the and Facebook jumped the chasm from early adopters to early majority. brand will make them an excellent external testing group. Open up the development process / Blog the development process. Let people know what you're doing. Invite their feedback. And respond to it. Make sure your team has enough resources to listen, engage and respond to these interested parties.
  13. 13. social media / emerging trends p.85 06 / pages 85-89 SOCIAL MEDIA / EMERGING TRENDS / By Leo Ryan and Dan O’Connor, Ryan*MacMillan Throughout this report, we've been examining What might we choose to keep in this profile? Credit CHAPTERS / rating, sexual preference, search history, privacy set- the current social media landscape and asking 01 / tings, music taste. And where might it follow us? Not just how we can measure the types of activities SUMMARY just across social networking sites, but across all sites that are going on there. In looking at this world 02 / that provide some level of interaction based on who we INTRO of blogs, podcasts, forums, wikis, crowd- are and what we want. Our profiles will have elements sourcing, and endless conversations, it is 03 / that are maintained as we do our banking, add friends to PLANNING possible also to detect some new develop- MySpace and as we slay a few enemies in World of 04 / Warcraft. We will be able to manage our profiles as we ments. In this concluding essay, we identify MEASURING see fit - presenting different identities to the online these emerging trends - which are the sort of 05 / world depending on the context. Friends will see a dif- phenomena that we'll be applying our social METHODS ferent profile to business associates. However, for this media metrics to in the future. to work properly, there will need to be some significant 06 / EMERGING improvements in how our data is collected, stored and 06.01. / Persistent profiles used. In the same way that the web is teaching us to 07 / DEFINITIONS Our online profile is a representation of ourselves doubt the veracity of all information, so it will also erode online. Profiles can vary from a username in a forum to our naivety about all degrees of privacy unless those we 08 / RESOURCES an avatar in Second Life. Increasingly it can be a social trust with our privacy prove to be worthy of it. network profile. Who we are, how we present the 06.02 / Aggregated intelligence Jared Tarbell / aspects of ourselves and how we maintain control over that is an increasingly key issue in social media. One The online environment has made it easier for large way that we think this is going to develop is in the con- groups of widely dispersed individuals to express ideas, solidation of profiles and possibly the creation of con- vote for an outcome or give something a rating. It also sistent or persistent profiles. Google's OpenSocial makes it easier for these expressions to be aggregated. presages such a development. It is comprised of three This aggregated intelligence has been termed the elements; Profile Information (me), Friends Information 'wisdom of crowds' or 'collective intelligence' and the (my friends) and Activities (things that happen). The process of harnessing it; 'crowdsourcing' is on the rise. principle of OpenSocial means that as a user moves an The web audience is already familiar with sites that har- application or widget between different social network- ness the collective intelligence. Old favourites Wikipedia, ing platforms their profile is maintained. So my contacts Flickr and are being joined by new ones such on my industry network ( don't have to as the Encyclopaedia of Life. If collective knowledge is be all uploaded again to my Bebo profile. The applica- what we are seeing now - the harbingers of the next tion I add to my LinkedIn profile will also work on my stage; collective action are already starting to emerge. Plaxo network.
  14. 14. social media / credits p.94 CONTAGIOUS page 94 CREDITS SPECIAL REPORTS CHAPTERS / Produced by Contagious Communications Cover Illustration by This report is part of a series of Special Reports Chellie Carroll / produced by Contagious Communications. 01 / Editorial Director SUMMARY The series also includes reports on Mobile Paul Kemp-Robertson Other Illustrations by 02 / Marketing, Branded Entertainment, Gaming and Chellie Carroll / INTRO Social Networking. Series Editor Love Everyday / 03 / Georgia Malden Assorted members of Flickr / PLANNING For more information, can Gual or Harry iStockphoto / on +44 20 7575 1886/1822 04 / Report authors MEASURING or visit Leo Ryan, Iain MacMillan, Dan O'Connor, Design 05 / Ben Bland, Maggie Walsh / FLOK / METHODS Ryan*MacMillan 06 / T: +44 (0) 20 7193 4556 Contagious Communications EMERGING 45 Foubert's Place, London, W1F 7QH 07 / T: +44 (0) 20 7575 1981 DEFINITIONS With thanks to our contributors 08 / Alex Burmaster / RESOURCES Joel Davis / Published in partnership with Branded Entertainment / Graham Hansell / Xtreme Information / Tim Ireland / Justin Kirby / Xtreme Information is the market leader in the pro- Flemming Madsen / vision of media Intelligence and competitive Mark Palmer / advertising monitoring from around the world. Nigel Shardlow / Xtreme works with the majority of FTSE 100 and Fortune 500 multinational companies, and with Gaming / Edited by every major advertising and media agency. The Emily Hare company is backed by leading US media investors, Veronis Suhler Stevenson. Additional Research Report published April 2008 Giacomo Bracci, Katrina Dodd, Will Sansom, Piers Young No parts of this publication may be reproduced, copied or transmitted in any form or by any means stored in any information storage or retrieval system without the pub- lisher’s written permission. Where source material has been reproduced the copy- Production right remains the property of the copyright owner and material may not be repro- Social Networking / Ellie Kilburn duced in any form whatsoever without the owner’s prior consent.