Week 6 Tameka Kee Presentation


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Week 6 Tameka Kee Presentation

  1. 1. Get the Most Out of Emerging Social Networks  <ul><li>with Tameka Kee </li></ul><ul><li>Lead Analyst, Social Times Pro </li></ul>
  2. 2. There’s more to Social Media Marketing than Facebook and Twitter
  3. 3. Survey results <ul><li>Around 40% of all respondents said location-based social networks like Foursquare can be “sketchy” </li></ul><ul><li>Nearly 75% of in-house social media strategists have discussed launching a Tumblr with senior management </li></ul><ul><li>30% of independent PR consultants recommend that their clients use Quora </li></ul><ul><li>Less than 20% of all respondents said they understood how to use Kickstarter, Instagram and Plancast effectively </li></ul><ul><li>9 out of 10 marketing consultants have used TripAdvisor and Yelp, and thus understand their value from a consumer perspective </li></ul>Survey completed 3/25/11 Sample size: 25
  4. 4. <ul><li>A local-mobile-social network: Usage is predominately by phone and tied to a physical location </li></ul><ul><li>3 million check ins in 24-hours on Foursquare day 4/16 </li></ul><ul><li>A variety of local and national brands, including Radio Shack, Starbucks, Walgreens, Barnes & Noble, H&M, American Express etc. </li></ul><ul><li>Over 8 million registered users </li></ul><ul><li>Average of 2 million check-ins per day </li></ul>
  5. 5. RadioShack photo courtesy ClickZ iPhone app photo courtesy Michael Gray
  6. 6. <ul><li>Mostly for use if you have a physical location – few examples of “checking-in” to a brand that lives digitally </li></ul><ul><li>Make sure you give users something of real value in exchange for their Check-ins (a percentage off, a free item, etc.) </li></ul><ul><li>Create different rewards for first-time users vs. loyal, repeat visitors </li></ul>Best Practices
  7. 7. <ul><li>67 million unique monthly visitors </li></ul><ul><li>5.3 billion monthly page views </li></ul><ul><li>A visual blogging tool that lets brands serve as content-curators </li></ul><ul><li>Back-end makes it easy to transfer a domain and customize </li></ul><ul><li>More control than Facebook (you can design it however you see fit) and in a way that’s more wordy than Twitter </li></ul><ul><li>Users “follow” and “reblog” other posts – familiar behaviors from Twitter </li></ul>
  8. 8. <ul><li>Popular with media brands ( over 160 maintain Tumblr accounts) including the New York Times , the Washington Post , and the Today show </li></ul><ul><li>Retail brands like Kate Spade, Ann Taylor Loft and Moxsie </li></ul><ul><li>Unexpected companies like EMI (music), IBM and The Standard (hotelier) </li></ul>
  9. 9. T on Tumblr http:// tmagazine.tumblr.com /
  10. 10. T on Tumblr http:// tmagazine.tumblr.com /
  11. 11. Moxsie Moxsie.tumblr.com
  12. 12. Moxsie Moxsie.tumblr.com
  13. 13. Moxsie Moxsie.tumblr.com
  14. 14. Kate Spade katespadeny.tumblr.com
  15. 15. The Standard (hotel) content.standardculture.com
  16. 16. A Smarter Planet (IBM) smarterplanet.tumblr.com
  17. 17. <ul><li>Use lots of visuals, less text (the Tumblr community is particularly drawn to great design) </li></ul><ul><li>Content must continually be updated </li></ul><ul><li>Follow a variety of users (not just “influencers”) for more reach </li></ul><ul><li>Make sure your content stays “on topic” – this is for sharing and creation, not sales </li></ul><ul><li>Reblog and comment on others’ Tumbls </li></ul>Best Practices
  18. 18. <ul><li>An organized, trackable question & answer platform </li></ul><ul><li>Ideal use for thought-leadership (showcase your expertise) </li></ul><ul><li>Competitive analysis (understanding how people view your competitors) </li></ul><ul><li>Customer service (scanning through to see what problems people are asking about your brand) </li></ul><ul><li>Lead generation (seeing how your company/brand can answer a question) </li></ul><ul><li>220,000+ questions have been asked </li></ul><ul><li>400,000+ answers </li></ul>
  19. 22. <ul><li>Observe the community first, understand how questions are asked and answered </li></ul><ul><li>Follow some questions and answers, vote up answers that you think are worthwhile </li></ul><ul><li>Check to see what kind of dialogue exists about your brand (is there an existing FAQ?) </li></ul><ul><li>Assign someone from your team to be the Quora “lead” (since brands can’t currently have a Quora profile) </li></ul>Best Practices
  20. 23. <ul><li>2 million registered users </li></ul><ul><li>Nearly 300,000 photos uploaded daily </li></ul><ul><li>A tool for telling a brand’s story through pictures </li></ul><ul><li>Users take photos, then customize them through a variety of filters and share them (along with location data) easily online </li></ul><ul><li>Only accessible through the iOS (iPhone, iPod Touch or iPad) </li></ul><ul><li>Brands in action include Charity: Water, Brisk Iced Tea, NPR, Levi’s Brazil and Red Bull </li></ul>
  21. 24. NPR on Instagram <ul><li>Photos courtesy of Mashable’s Lauren Indvik </li></ul>
  22. 25. Levi’s Brazil http:// instagram.heroku.com/users/levisbrasil
  23. 26. Levi’s Brazil http:// instagram.heroku.com/users/levisbrasil
  24. 27. Instagreat http:// instagre.at /
  25. 28. Best Practices <ul><li>Don’t just push out your own content; frequently comment and “Like” other users’ photos that support your brand objective </li></ul><ul><li>Cross-post your pictures to Twitter  and  Tumblr </li></ul><ul><li>Incorporate photos with your mobile deals and check-in options </li></ul><ul><li>Assign responsibility to a devoted Instagram “team” to monitor, upload and post comments </li></ul>
  26. 29. <ul><li>A public calendar focused on social event discovery </li></ul><ul><li>Lets users tell people where they are, where they’ll be and share it with friends on Facebook, Twitter, etc. </li></ul><ul><li>Applicable to a wide variety of events (tech/media conferences, health workshops, political/social rallies, parties, fundraisers, etc.) </li></ul><ul><li>Over 150,000 monthly users </li></ul><ul><li>Thousands of weekly/monthly events posted </li></ul>
  27. 33. <ul><li>Cross-post your events to Facebook and Twitter </li></ul><ul><li>Make sure the location, date and time info is correct </li></ul><ul><li>Check to see if there are duplicate events posted and try to get users to consolidate </li></ul><ul><li>Assign someone from your team to own events postings (or use a company intranet to share all events) </li></ul><ul><li>Best Practices </li></ul>
  28. 34. <ul><li>Social giving with effective scale </li></ul><ul><li>A platform for people or groups seeking to fund creative projects (food trucks, filmmakers, app developers, etc.) </li></ul><ul><li>Project only gets funded if it reaches its entire fundraising goal </li></ul><ul><li>Kickstarter keeps 5% of the proceeds </li></ul><ul><li>Nearly 800,000 registered users </li></ul>
  29. 37. http://www.kickstarter.com/projects/365367759/falling-theater?ref=spotlight
  30. 38. <ul><li>http://www.kickstarter.com/projects/365367759/falling-theater?ref=spotlight </li></ul>
  31. 39. Best Practices <ul><li>Need to strike a balance between offering donors content/information in exchange, and too many updates </li></ul><ul><li>Twitter works especially well as a Kickstarter referral platform </li></ul><ul><li>Game developer set out to raise $8000 in a month (he reached it in a single day) </li></ul><ul><li>http://money.cnn.com/2010/11/15/technology/kickstart_plotkin/index.htm </li></ul><ul><li>A competitive lock-picker raised over $87,000 for his efforts </li></ul><ul><li>http://www.kickstarter.com/projects/schuyler/lockpicks-by-open-locksport </li></ul>
  32. 40. <ul><li>Travel information ratings and reviews site </li></ul><ul><li>Blend of sponsored content (ads, editorial) and user-generated ratings, reviews and slideshows </li></ul><ul><li>Extremely diverse: 29 sites in 20 languages </li></ul><ul><li>A dedicated user base: 20 million registered members </li></ul><ul><li>More than 40 million monthly visitors </li></ul><ul><li>Over 45 million reviews and opinions </li></ul>
  33. 42. TripWow (on TripAdvisor)
  34. 43. TripWow Slideshow (on TripAdvisor)
  35. 44. <ul><li>Best Practices </li></ul><ul><li>Showcase your business with great photos and slideshows </li></ul><ul><li>Respond to guest reviews (positive and negative) </li></ul><ul><li>Promote your business with free widgets, badges and don’t shy away from sponsored content </li></ul><ul><li>Understand that this is a dedicated travel community; reward them for their attention/participation with exclusive discounts and offers </li></ul><ul><li>Cross-promote your TripAdvisor content via other social platforms </li></ul>
  36. 45. <ul><li>Yelp has more than 50 million monthly visitors </li></ul><ul><li>More than 17 million reviews </li></ul>
  37. 46. <ul><li>Park Slope Eye (Brooklyn, NY) </li></ul><ul><li>http://www.yelp.com/biz/park-slope-eye-brooklyn-2 </li></ul>
  38. 47. Too aggressive or just right?
  39. 48. Best Practices <ul><li>Don’t try to post fake reviews. Ever. </li></ul><ul><li>Find the right balance between rapid and overly aggressive responses </li></ul><ul><li>Educate your customer-facing staff about what Yelp is (and why quality service matters) </li></ul><ul><li>Test a Yelp Deal if you can handle the traffic </li></ul>
  40. 49. Questions?
  41. 50. Thanks for joining us!