How To Do Social Media Right In 2009

Marta Strickland
Marta StricklandCustomer Experience Strategy at MRM Worldwide
Doing Social Media
Right in 2009
What is Social Media?

Social media is an umbrella term that
  defines the various activities that integrate
  technology, social interaction, and the
  construction of
  words, pictures, videos, and audio.

But that doesn’t quite do it…
It’s how people
engage, participate, and share
online…
… the experiences they leave behind
… and the shared meaning they create.
It’s…
> 100,000,000 videos on YouTube
4,000,000 articles on Wikipedia
200 M blogs
1 billion tweets on twitter
> 200 M people on Facebook each month
FROM HONEYMOON TO
MARRIAGE
Social Media By The Numbers
346,000,000
  number of people globally who read blogs
700,000,000
  number of photos added to Facebook monthly
273.1 minutes
  time on average spent watching online video each month
55%
  internet users who have uploaded and shared photos
57%
  internet users who have joined a social network
93%
  Americans online expect companies to have a social media presence
But It’s Not All Good News…
Recent Headlines:

• Social Media Fatigue. Too much out there?

• Blogging is Dead, According to Wired.com

• Forrester Says Consumers Don’t Trust Corporate Blogs

• Advertisers Face Hurdles on Social Networking Sites

• P&G marketing chief questions value of Facebook

• Half of 'social media campaigns' will flop
The Honeymoon Is Over…
Social Media Challenge #1
Companies have to overcome their fear.
    How do you learn to “let go”
•
    Give control back to the consumer
•
    Lose the limits imposed by legal
•
    Reinvent PR… PR 2.0
•
    But is the risk work the reward?
•
Social Media Challenge #2
This is a different kind of marketing.
    Stop thinking “campaign”
•
    Stop thinking “channel”
•
    Beware of Business Week syndrome
•
    Objectives need to come first
•
    It’s so much more than “marketing”
•
Social Media Challenge #3
It starts with the community inside.

    Bringing community to the business silos
•
    Socializing success is the key to success
•
    Watch out for company ADD
•
    End users can tell if your “family” is
•
    dysfunctional
Social Media Challenge #4
Social media advocates are over-zealous.

    It’s not just brands who are challenged
•
    The world wide echo chamber
•
    Don’t follow the “shiny object”
•
    Bring brands in with baby steps
•
    Prevent culture shock
•
Social Media Challenge #5
Consumers are suffering from fatigue.

    It’s a competition for consumer attention
•
    They can afford to be picky
•
    Human behavior is complex
•
    But phony never flies
•
Who Is Doing It Right?
Reinventing Customer Service
The Unhappy Customer
Comcast’s New Nightmare

  23,000 subscribers
  is how many TechCrunch's Michael Arrington told when
  his Comcast service was down

  1.3 million viewers
  is how many saw the video a Comcast customer recorded
  when a service technician fell asleep in his house

The customer’s voice has become a powerful weapon…
The Happy Customer
Zappos.com / Powered by Service

  Zappos.com doesn’t sell shoes, they deliver “WOW”
  through service. The primary sources of the company's
  rapid growth have been repeat customers and numerous
  word of mouth recommendations. Free shipping both
  ways, an always open call center, and 365 day return
  policy are part of what sets Zappos apart.

quot;Hopefully, 10 years from now, people won't even realize
  we started out selling shoes.quot; Tony Hsieh (CEO)
How To Do Social Media Right In 2009
How Do You Measure Success?
Active Participation:
  438 Zappos employees are on Twitter
Instant Access to Your Customers:
  47,104 Followers on of the top Twitter accounts
Extending Your Reach:
  Increased traffic and search volume
More Efficient, More Effective:
  Limit the amount of advertising by focusing on a customer
  experience that will generate natural word of mouth
Increasing the Bottomline:
  75% of Zappos sales come from repeat customers
  $840 million in 2007, $1 billion (projected) in 2008
Reinventing The Infomercial
Take A Look Around
Blendtec Before “Will It Blend”

    A faceless company with expensive product
•
    New marketing director means a set of new eyes
•
    A charismatic CEO with some interesting habits
•
    “Extreme blending” as a regular occurrence
•
How To Do Social Media Right In 2009
How Do You Measure Success?
Millions of Eyes and Ears:
  65 million YouTube views, 120 million WillItBlend.com views
Dominate the Search Results:
  Turn search buzzwords (“Chuck Norris”, “iPhone”) into video traffic
More Efficient, More Effective:
  They’ve received national media coverage (TV appearances, awards)
  that is equivalent to millions of dollars in advertising
Increasing the Bottomline:
   Total Blender retail sales grew 700% in the past two years
Making the World a Better Place:
  Blendtec auctioned the blended iPhone on Ebay which sold for
  $1,000 and proceeds were donated to a children’s hospital
Reinventing Public Relations
Change The Conversation
The Trouble Ford Was In

    Consumers don’t trust corporations
•
    Trust needs a face and a name
•
    Enter the automotive crisis
•
    Ford put into an interesting position
•
    Can a bad situation be a brand defining moment?
•
How To Do Social Media Right In 2009
How Do You Measure Success?
Get Your Content Out There:
   Traffic increased 100% in past 4 months to thefordstory.com
  “Ford Story” CEO YouTube video has received 53,354 views
A Strong Leading Man:
   Scott Monty has 14265 followers on Twitter and conducts almost
   daily interviews with blogs, news sites, and television
Be the Brand Everyone Is Talking About:
  #12 in AdAge’s most social brands of 2008, next to
  Disney, Sony, Dell and Apple
Owning Your Story, Before It Owns You:
  Ford effectively changed the conversation around the automotive
  bailout to position themselves in a different light than the others
What Are The Best Practices?
The Inconvenient Truth
There are no best practices.
• Every project is a custom fit.
• You learn as you go.

What are the best practices for a conversation?
What about for a relationship?

You can read books, attend seminars, but it all comes back to
who you are and who they are.

There is one best practice to which there is no exception…
BE REAL
An Approach to Being Real

  Understand                   Act               Evolve


You need to understand   You need to act   To evolve, you must
• Who they are           • Accordingly     • Always be learning
• Who you are            • Transparently   • Always be teaching
• What you can handle    • Honestly        • Always be improving
How to UNDERSTAND

     Understand                   Act          Evolve


1.   First and foremost, listen
2.   Define the problem
3.   Match the problem to project objectives
4.   Find the community inside your company
5.   Understand the community outside
Are you ready to listen
Understand



              Tools You Can Use
Social Media Buzz Monitoring
1. Free Alert Systems




2.   Paid Analysis Dashboard



3.   Full Service Insights Partners
Understand



             What Ford Heard…




“If we all bought American, where would the competition and innovation be?
    Have you seen the junk on wheels they sell? The Big 3 haven't been
    selling what people want, but the foreign car companies have.”

Why are American cars still so unreliable?
                       Nobody buys American anymore!!
Six in 10 oppose auto bailout…
Hello?! I think we have a problem
Understand



            Define the Problem
It all comes down to a problem in communication…
• Our customer thinks of us as _____ instead of _____
• People don’t know the facts about our brand
• We don’t know what our customers think about us
• Our marketing message isn’t resonating with our customers

Ford’s big communication problem…
• Big faceless corporation
• American people against the bail out
• Ford lumped in with misinformation and bad press
Understand



      Determine Your Objectives
Social media project objectives must…
• Directly solve your communication problems
• Have a clear way to benchmark before and after

Ford’s objectives…
• Put a face forward, humanize the brand
• Combat misinformation
• Tell your story, get others to tell it for you
• Change opinion around the brand
What is your corporate culture
Understand



         The Community Inside
Questions you need to ask…
• What is (who owns) our corporate culture?
• Who is allowed to talk on behalf of the brand now?
• What assets are we or could we be creating?
   – Events, content extras, internal superstars

How they did it…
• Blendtec picked up on internal meme and decided to share it
  with the world wide web
• Zappos looked at their core values, commitment to
  culture, and ways employees were already talking online
Reach out to your followers
Understand



       The Community Outside
Questions you need to ask…
• What the types of people exist out there already?
• Should we build or join a community?
• What does the community need?
   – Should we support, energize, or embrace them?

How they did it…
• Blendtec understood the tone people looking for and
  embraced their requests for content
• Zappos continues to find and actively follow people that
  mention their brand
How to ACT

  Understand                      Act              Evolve


1. Create a pilot program with core influencers
2. Ignite conversation and engage your audience
3. Don’t forget to share results, content, and
   plans, be transparent and giving
4. Be a great party host by connecting community
   members together
Act



         Create A Pilot Program
• Start with creators and influencers.
• Find renegades and evangelists.
• Be interesting.

How they did it…
• Microsoft put together Channel 9 to show behind-the-scenes
  interviews with developers and even executives. On the first
  day, word of mouth had drawn 100,000 viewers. Half a year
  later, traffic was up to 1.2 million unique visitors a month.
Find ways to ignite conversation
Act



          Engage Your Audience
    Ignite conversation.
•
    Develop community activities.
•
    Build a content calendar.
•
    Be social.
•

How they did it…
• Chrysler engages business units on a weekly basis for
  discussion topics to put up for their Customer Advisory Board
  and finds executives to participate in online monthly chats.
Act



          Don’t Forget to Share
• Be honest. Be giving.
• Be transparent, esp. when you are wrong.
• Let the community own the community.

How they did it…
• When Cork’d was recently hacked, the very first thing Gary
  Vaynerchuk did was post a video comment on TechCrunch
  to apologize and inform
• What not to do… When AMC first found out that fans were
  Twittering posed as characters from the hit show Mad
  Men, they asked that the accounts be shut down
Remember to be a great party host
Act



       Connect the Community
• Be a great party host.
• Encourage member interaction.
• Drive exploration.

How they did it…
• Mr. Tweet takes a look at which Twitter users you should be
  following based on your personal interests
• CCS, the College of Creative Studies, uses Facebook to match
  potential students to counselors and current students who can
  answer important questions
How to EVOLVE

     Understand                   Act               Evolve


1. Empower your advocates through reward and
   recognition
2. Cross-pollinate and extend into other programs
3. Measure, report, share, and improve
4. Learn what works and what doesn’t
Evolve



      Empower Your Advocates
• Reward and recognize.
• Give them the tools.

How they did it…
• Yahoo! Answers gives users different privileges based on
  how many questions they have answered
• At Dell IdeaStorm, community members suggest and vote
  on ideas for how Dell can improve their business.
• Lego Factory allows users to create 3D lego bricks. The
  community can vote on the best creations and some of the
  winning creations end up at local toy stores.
Extend your reach beyond the web
Evolve



     Extend into Other Programs
    Integrate.
•
    Cross-pollinate.
•
    Widgetize.
•
    Meet up in the real world.
•

How they did it…
• The Barnes and Noble community is a lively brand loyalty
  community supported by the Lithium platform. Hot topic
  threads are featured on the e-commerce site.
• ArtShare is an application developed by the Brooklyn
  Museum to share the Museum's collection on Facebook.
  Rather than expect users to come to the website to learn about
  the collection, they engage people in their own social space.
Evolve



    Measure, Measure, Measure
• Match metrics to your objectives.
• Report, share, improve.

How they did it…
• Many brands use buzz monitoring software such as Radian6
  or Sysomos to measure fluctuations in volume of
  conversation compared to competitors.
• CCS, the College of Creative Studies, uses the metrics
  provided by Facebook’s Insight tool to measure increased
  traffic, photo views, and wall posts.
How To Do Social Media Right In 2009
What Do We Want From Them?
                          Track, quantify, and analyze
                             conversations around a
To talk about the brand
                             brand, their competitors, and their
BRAND MONITORING
                             industry through out the entire
                             online space

                          Determine the spread and velocity
                            (how far, how fast) of branded
To spread our content
CONTENT TRACKING            syndicated content
                            (video, widget, article)

                          Qualify and analyze social interaction
To engage us directly       within a defined channel in order
COMMUNITY MANAGEMENT        to determine community
                            health, sentiment, and engagement
                            levels
How To Do Social Media Right In 2009
Evolve



                 Learn + Adapt
• Go with the flow.
• Catalog what works and what doesn’t.
• Rethink often.

How they did it…
• Community platforms such as Lithium and SalesForce
  (which runs Dell Ideastorm and MyStarbucksIdea) have
  implemented “idea management” features which help brands
  manage insights collected from the community and measure
  and learn from user engagement.
• Get Satisfaction is feedback widget that can get integrated
  into websites to provides real-time, dynamic customer
  support content that leverages the wisdom of crowds.
This is HARD WORK




                    But it will get easier…
Introducing Web 3.0
The Information Portal
Web 1.0
• information exclusivity, be the first to own the content
• dividing the world wide web into usable directories
• everyone has their personal own little corner in the cyberspace

The web became STATIC + LONELY

It lacked:
• community
• interaction
• scalability
The Social Platform
Web 2.0
• focus on the power of the community to create and validate
• the power of a seemingly freer form of organization (“tags”)
• setting up “hooks” for future integration (RSS, API)

The web became NOISY + OVERWHELMING

It lacked:
• personalization
• true portability
• meaning
We Broke Dunbar’s Number
Dunbar's number is the supposed cognitive limit to the
 number of individuals with whom any one person can
 maintain stable social relationships

  And here are
                                         There’s me
  all my friends


  And their
  Myspace, Flickr, Yelp, YouT
  ube, LinkedIn,
                                         There’s my
  Facebook, Last.fm…
                                         Myspace, Flickr, Yelp,
                                         YouTube, LinkedIn,
                                         Facebook, Last.fm…
  And their friends
  with their content
Navigating the seas of the social web
Introducing Web 3.0
What does it mean?
The 3rd decade of the Web (2010–2020), when simultaneous and
complementary technology trends will finally reach maturity:

    a network of separately siloed applications and content repositories creating
•
    more seamless interoperability between connected devices
    data anywhere anytime via broadband adoption, mobile Internet
•
    access, software-as-a-service, and cloud computing
    true data portability via open identity (OpenID), APIs and data formats
•
    a consistent web language via RDF, OWL, SWRL, SPARQL, etc.
•
    intelligent agents, natural language processing, and machine learning
•


Web 3.0 is The Relevant Web
Improving How We Listen
Social Monitoring 2.0
• Monitoring based on keywords makes it hard to distinguish brand
  conversation (“jaguar” the car vs “jaguar” the animal)
• Sentiment changes based on the context (ie “lemon”)
• Too much reliance on manual adjustments and interpretation


Social Monitoring 3.0
• Smarter aggregation, mapping conversation trends



• Conversation tracking beyond keywords
Better Customer Acquisition
Online Advertising 2.0
• Contextual ads can be inaccurate and unsafe for brands
• Behavioral ads don’t account for multiple users
• Consumers trust each other more than corporations, brands, and
  their advertising messages.


Online Advertising 3.0
• Deliver relevant ads to the right consumers



• Make content easier to discover by interested users
Better Community Management
Community Management 2.0
• Shear number of social networks with disconnected profiles makes it
  difficult to find the most valuable people to connect with
• Hard to distribute the conversation beyond your blog or community
• No relevant social information when you need it most


Community Management 3.0
• Finding the influencers across the social web



• Extending the conversation beyond the networks
Improving How We Measure
Measuring Success 2.0
• Limited amount that we can measure: reach, exposure, volume of
  conversation
• Social networks are “walled gardens” with inconsistent metrics
• No algorithms to measure that a community has been built


Measuring Success 3.0
• Better sentiment analysis than “positive, neutral, negative”



• Social graph analysis, conversation connections
How To Do Social Media Right In 2009
Thank You.
1 of 71

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How To Do Social Media Right In 2009

  • 2. What is Social Media? Social media is an umbrella term that defines the various activities that integrate technology, social interaction, and the construction of words, pictures, videos, and audio. But that doesn’t quite do it…
  • 3. It’s how people engage, participate, and share online…
  • 4. … the experiences they leave behind
  • 5. … and the shared meaning they create.
  • 6. It’s… > 100,000,000 videos on YouTube 4,000,000 articles on Wikipedia 200 M blogs 1 billion tweets on twitter > 200 M people on Facebook each month FROM HONEYMOON TO MARRIAGE
  • 7. Social Media By The Numbers 346,000,000 number of people globally who read blogs 700,000,000 number of photos added to Facebook monthly 273.1 minutes time on average spent watching online video each month 55% internet users who have uploaded and shared photos 57% internet users who have joined a social network 93% Americans online expect companies to have a social media presence
  • 8. But It’s Not All Good News… Recent Headlines: • Social Media Fatigue. Too much out there? • Blogging is Dead, According to Wired.com • Forrester Says Consumers Don’t Trust Corporate Blogs • Advertisers Face Hurdles on Social Networking Sites • P&G marketing chief questions value of Facebook • Half of 'social media campaigns' will flop
  • 10. Social Media Challenge #1 Companies have to overcome their fear. How do you learn to “let go” • Give control back to the consumer • Lose the limits imposed by legal • Reinvent PR… PR 2.0 • But is the risk work the reward? •
  • 11. Social Media Challenge #2 This is a different kind of marketing. Stop thinking “campaign” • Stop thinking “channel” • Beware of Business Week syndrome • Objectives need to come first • It’s so much more than “marketing” •
  • 12. Social Media Challenge #3 It starts with the community inside. Bringing community to the business silos • Socializing success is the key to success • Watch out for company ADD • End users can tell if your “family” is • dysfunctional
  • 13. Social Media Challenge #4 Social media advocates are over-zealous. It’s not just brands who are challenged • The world wide echo chamber • Don’t follow the “shiny object” • Bring brands in with baby steps • Prevent culture shock •
  • 14. Social Media Challenge #5 Consumers are suffering from fatigue. It’s a competition for consumer attention • They can afford to be picky • Human behavior is complex • But phony never flies •
  • 15. Who Is Doing It Right?
  • 17. The Unhappy Customer Comcast’s New Nightmare 23,000 subscribers is how many TechCrunch's Michael Arrington told when his Comcast service was down 1.3 million viewers is how many saw the video a Comcast customer recorded when a service technician fell asleep in his house The customer’s voice has become a powerful weapon…
  • 18. The Happy Customer Zappos.com / Powered by Service Zappos.com doesn’t sell shoes, they deliver “WOW” through service. The primary sources of the company's rapid growth have been repeat customers and numerous word of mouth recommendations. Free shipping both ways, an always open call center, and 365 day return policy are part of what sets Zappos apart. quot;Hopefully, 10 years from now, people won't even realize we started out selling shoes.quot; Tony Hsieh (CEO)
  • 20. How Do You Measure Success? Active Participation: 438 Zappos employees are on Twitter Instant Access to Your Customers: 47,104 Followers on of the top Twitter accounts Extending Your Reach: Increased traffic and search volume More Efficient, More Effective: Limit the amount of advertising by focusing on a customer experience that will generate natural word of mouth Increasing the Bottomline: 75% of Zappos sales come from repeat customers $840 million in 2007, $1 billion (projected) in 2008
  • 22. Take A Look Around Blendtec Before “Will It Blend” A faceless company with expensive product • New marketing director means a set of new eyes • A charismatic CEO with some interesting habits • “Extreme blending” as a regular occurrence •
  • 24. How Do You Measure Success? Millions of Eyes and Ears: 65 million YouTube views, 120 million WillItBlend.com views Dominate the Search Results: Turn search buzzwords (“Chuck Norris”, “iPhone”) into video traffic More Efficient, More Effective: They’ve received national media coverage (TV appearances, awards) that is equivalent to millions of dollars in advertising Increasing the Bottomline: Total Blender retail sales grew 700% in the past two years Making the World a Better Place: Blendtec auctioned the blended iPhone on Ebay which sold for $1,000 and proceeds were donated to a children’s hospital
  • 26. Change The Conversation The Trouble Ford Was In Consumers don’t trust corporations • Trust needs a face and a name • Enter the automotive crisis • Ford put into an interesting position • Can a bad situation be a brand defining moment? •
  • 28. How Do You Measure Success? Get Your Content Out There: Traffic increased 100% in past 4 months to thefordstory.com “Ford Story” CEO YouTube video has received 53,354 views A Strong Leading Man: Scott Monty has 14265 followers on Twitter and conducts almost daily interviews with blogs, news sites, and television Be the Brand Everyone Is Talking About: #12 in AdAge’s most social brands of 2008, next to Disney, Sony, Dell and Apple Owning Your Story, Before It Owns You: Ford effectively changed the conversation around the automotive bailout to position themselves in a different light than the others
  • 29. What Are The Best Practices?
  • 30. The Inconvenient Truth There are no best practices. • Every project is a custom fit. • You learn as you go. What are the best practices for a conversation? What about for a relationship? You can read books, attend seminars, but it all comes back to who you are and who they are. There is one best practice to which there is no exception… BE REAL
  • 31. An Approach to Being Real Understand Act Evolve You need to understand You need to act To evolve, you must • Who they are • Accordingly • Always be learning • Who you are • Transparently • Always be teaching • What you can handle • Honestly • Always be improving
  • 32. How to UNDERSTAND Understand Act Evolve 1. First and foremost, listen 2. Define the problem 3. Match the problem to project objectives 4. Find the community inside your company 5. Understand the community outside
  • 33. Are you ready to listen
  • 34. Understand Tools You Can Use Social Media Buzz Monitoring 1. Free Alert Systems 2. Paid Analysis Dashboard 3. Full Service Insights Partners
  • 35. Understand What Ford Heard… “If we all bought American, where would the competition and innovation be? Have you seen the junk on wheels they sell? The Big 3 haven't been selling what people want, but the foreign car companies have.” Why are American cars still so unreliable? Nobody buys American anymore!! Six in 10 oppose auto bailout…
  • 36. Hello?! I think we have a problem
  • 37. Understand Define the Problem It all comes down to a problem in communication… • Our customer thinks of us as _____ instead of _____ • People don’t know the facts about our brand • We don’t know what our customers think about us • Our marketing message isn’t resonating with our customers Ford’s big communication problem… • Big faceless corporation • American people against the bail out • Ford lumped in with misinformation and bad press
  • 38. Understand Determine Your Objectives Social media project objectives must… • Directly solve your communication problems • Have a clear way to benchmark before and after Ford’s objectives… • Put a face forward, humanize the brand • Combat misinformation • Tell your story, get others to tell it for you • Change opinion around the brand
  • 39. What is your corporate culture
  • 40. Understand The Community Inside Questions you need to ask… • What is (who owns) our corporate culture? • Who is allowed to talk on behalf of the brand now? • What assets are we or could we be creating? – Events, content extras, internal superstars How they did it… • Blendtec picked up on internal meme and decided to share it with the world wide web • Zappos looked at their core values, commitment to culture, and ways employees were already talking online
  • 41. Reach out to your followers
  • 42. Understand The Community Outside Questions you need to ask… • What the types of people exist out there already? • Should we build or join a community? • What does the community need? – Should we support, energize, or embrace them? How they did it… • Blendtec understood the tone people looking for and embraced their requests for content • Zappos continues to find and actively follow people that mention their brand
  • 43. How to ACT Understand Act Evolve 1. Create a pilot program with core influencers 2. Ignite conversation and engage your audience 3. Don’t forget to share results, content, and plans, be transparent and giving 4. Be a great party host by connecting community members together
  • 44. Act Create A Pilot Program • Start with creators and influencers. • Find renegades and evangelists. • Be interesting. How they did it… • Microsoft put together Channel 9 to show behind-the-scenes interviews with developers and even executives. On the first day, word of mouth had drawn 100,000 viewers. Half a year later, traffic was up to 1.2 million unique visitors a month.
  • 45. Find ways to ignite conversation
  • 46. Act Engage Your Audience Ignite conversation. • Develop community activities. • Build a content calendar. • Be social. • How they did it… • Chrysler engages business units on a weekly basis for discussion topics to put up for their Customer Advisory Board and finds executives to participate in online monthly chats.
  • 47. Act Don’t Forget to Share • Be honest. Be giving. • Be transparent, esp. when you are wrong. • Let the community own the community. How they did it… • When Cork’d was recently hacked, the very first thing Gary Vaynerchuk did was post a video comment on TechCrunch to apologize and inform • What not to do… When AMC first found out that fans were Twittering posed as characters from the hit show Mad Men, they asked that the accounts be shut down
  • 48. Remember to be a great party host
  • 49. Act Connect the Community • Be a great party host. • Encourage member interaction. • Drive exploration. How they did it… • Mr. Tweet takes a look at which Twitter users you should be following based on your personal interests • CCS, the College of Creative Studies, uses Facebook to match potential students to counselors and current students who can answer important questions
  • 50. How to EVOLVE Understand Act Evolve 1. Empower your advocates through reward and recognition 2. Cross-pollinate and extend into other programs 3. Measure, report, share, and improve 4. Learn what works and what doesn’t
  • 51. Evolve Empower Your Advocates • Reward and recognize. • Give them the tools. How they did it… • Yahoo! Answers gives users different privileges based on how many questions they have answered • At Dell IdeaStorm, community members suggest and vote on ideas for how Dell can improve their business. • Lego Factory allows users to create 3D lego bricks. The community can vote on the best creations and some of the winning creations end up at local toy stores.
  • 52. Extend your reach beyond the web
  • 53. Evolve Extend into Other Programs Integrate. • Cross-pollinate. • Widgetize. • Meet up in the real world. • How they did it… • The Barnes and Noble community is a lively brand loyalty community supported by the Lithium platform. Hot topic threads are featured on the e-commerce site. • ArtShare is an application developed by the Brooklyn Museum to share the Museum's collection on Facebook. Rather than expect users to come to the website to learn about the collection, they engage people in their own social space.
  • 54. Evolve Measure, Measure, Measure • Match metrics to your objectives. • Report, share, improve. How they did it… • Many brands use buzz monitoring software such as Radian6 or Sysomos to measure fluctuations in volume of conversation compared to competitors. • CCS, the College of Creative Studies, uses the metrics provided by Facebook’s Insight tool to measure increased traffic, photo views, and wall posts.
  • 56. What Do We Want From Them? Track, quantify, and analyze conversations around a To talk about the brand brand, their competitors, and their BRAND MONITORING industry through out the entire online space Determine the spread and velocity (how far, how fast) of branded To spread our content CONTENT TRACKING syndicated content (video, widget, article) Qualify and analyze social interaction To engage us directly within a defined channel in order COMMUNITY MANAGEMENT to determine community health, sentiment, and engagement levels
  • 58. Evolve Learn + Adapt • Go with the flow. • Catalog what works and what doesn’t. • Rethink often. How they did it… • Community platforms such as Lithium and SalesForce (which runs Dell Ideastorm and MyStarbucksIdea) have implemented “idea management” features which help brands manage insights collected from the community and measure and learn from user engagement. • Get Satisfaction is feedback widget that can get integrated into websites to provides real-time, dynamic customer support content that leverages the wisdom of crowds.
  • 59. This is HARD WORK But it will get easier…
  • 61. The Information Portal Web 1.0 • information exclusivity, be the first to own the content • dividing the world wide web into usable directories • everyone has their personal own little corner in the cyberspace The web became STATIC + LONELY It lacked: • community • interaction • scalability
  • 62. The Social Platform Web 2.0 • focus on the power of the community to create and validate • the power of a seemingly freer form of organization (“tags”) • setting up “hooks” for future integration (RSS, API) The web became NOISY + OVERWHELMING It lacked: • personalization • true portability • meaning
  • 63. We Broke Dunbar’s Number Dunbar's number is the supposed cognitive limit to the number of individuals with whom any one person can maintain stable social relationships And here are There’s me all my friends And their Myspace, Flickr, Yelp, YouT ube, LinkedIn, There’s my Facebook, Last.fm… Myspace, Flickr, Yelp, YouTube, LinkedIn, Facebook, Last.fm… And their friends with their content
  • 64. Navigating the seas of the social web
  • 65. Introducing Web 3.0 What does it mean? The 3rd decade of the Web (2010–2020), when simultaneous and complementary technology trends will finally reach maturity: a network of separately siloed applications and content repositories creating • more seamless interoperability between connected devices data anywhere anytime via broadband adoption, mobile Internet • access, software-as-a-service, and cloud computing true data portability via open identity (OpenID), APIs and data formats • a consistent web language via RDF, OWL, SWRL, SPARQL, etc. • intelligent agents, natural language processing, and machine learning • Web 3.0 is The Relevant Web
  • 66. Improving How We Listen Social Monitoring 2.0 • Monitoring based on keywords makes it hard to distinguish brand conversation (“jaguar” the car vs “jaguar” the animal) • Sentiment changes based on the context (ie “lemon”) • Too much reliance on manual adjustments and interpretation Social Monitoring 3.0 • Smarter aggregation, mapping conversation trends • Conversation tracking beyond keywords
  • 67. Better Customer Acquisition Online Advertising 2.0 • Contextual ads can be inaccurate and unsafe for brands • Behavioral ads don’t account for multiple users • Consumers trust each other more than corporations, brands, and their advertising messages. Online Advertising 3.0 • Deliver relevant ads to the right consumers • Make content easier to discover by interested users
  • 68. Better Community Management Community Management 2.0 • Shear number of social networks with disconnected profiles makes it difficult to find the most valuable people to connect with • Hard to distribute the conversation beyond your blog or community • No relevant social information when you need it most Community Management 3.0 • Finding the influencers across the social web • Extending the conversation beyond the networks
  • 69. Improving How We Measure Measuring Success 2.0 • Limited amount that we can measure: reach, exposure, volume of conversation • Social networks are “walled gardens” with inconsistent metrics • No algorithms to measure that a community has been built Measuring Success 3.0 • Better sentiment analysis than “positive, neutral, negative” • Social graph analysis, conversation connections

Editor's Notes

  1. NEED INTRO
  2. Social media is easily misunderstood. Traditional marketing bred a language where you “launch a campaign” and you put your message out on “channels”. Without proper education, companies often resort to mimicking their competitors or adopting what Business Week says is popular. They choose a channel before defining their objectives.
  3. A successful campaign must be supported by a community both inside and outside of the company walls. In a traditionally siloed business culture, there is a huge communication obstacle to overcome. Unless results are socialized, business units will quickly loose interest in the project. And unless the community is properly supported internally, the end user will loose interest entirely.
  4. It’s easy to get excited about the power of social media. But sometimes, the experts can suffer from “shiny object” syndrome too, forgetting the importance of baby steps. Too much social media too fast can be a culture shock for some businesses, and without brand involvement, the program will fail.
  5. There is more and more vying for the consumer’s attention these days. They have become a choosy bunch, whose behavior is increasingly hard to guess. One thing is for sure, the phony message never flies.It sounds daunting, like the odds are stacked against this unlikely couple, but many brands and consumers have not only found a way to make it work…
  6. But to do it well, to make customers happy, to create awesome content, and to return on investment (the ever sought ROI in social media)…Things that would not have happened otherwise. So let’s take a look at a few of those case studies.
  7. Let’s take a look at a company called Zappos, and how they used social media to reinvent customer service.But before I get to the happy ending…
  8. Let’s talk about customer service in this new age, and what brands are up against.It used to be that an unhappy customer would tell ten of their friends…The customer voice has become a powerful weapon… more than ever before.
  9. So let’s talk about happy customers and a brand built upon them.Zappos is a company who knows WOM and repeat customers are key to success.By offering services their competitors won’t they have set themselves apart….Good products have become a commodity, in fact good service has become a commodity as well.In today’s culture, it’s all about experience, the culture of the brand.
  10. Zappos has put culture first by launching twitter.zappos, com, a site that pulls in live feeds of all their employees who are on Twitter and of anyone who mentions Zappos on Twitter.It’s a constantly evolving conversation, a patchwork that represents their culture, but it’s also a completely transparent way to show how they are communicating with their customers… not just a company providing a service, but human to human conversation.Within a month of starting his Twitter account, the CEO has been sharing what he is up to personally, professionally. He has providing behind the scenes information about working at Zappos. He has crowdsourced rewriting Zappos confirmation emails. It’s customer service, it’s brand building, it’s awareness, and it’s idea development.But… what does that do for the bottomline?
  11. Here is the definition I like…
  12. So we talked about how social media can increase efficiency and customer loyalty through improved service. But how about attracting new customers through increased awareness? What was Blendtec before “will it blend”…
  13. Blendtec was a faceless company that manufactured blenders; their consumer grade blenders run around $400. The Will It Blend story begins shortly after George Wright began working for the company. He was walking around the factory and stumbled upon Blendtec CEO Tom Dickson. Dickson was testing the new bearings in a blender by blending a 2 X4. The company’s employees went on with their work unphased, apparently the practice of “extreme blending” was a regular occurrence there at the factory.
  14. Blendtec took a part of their corporate culture and made it public, and on top of that made it entertaining…. They simply unveiled the face that the company had all along. Upon launch, the videos were distributed online and Blentec employees reached out to their personal networks to let them know.Word spread and “Will It Blend” became a viral phenomenon, garnering of 100 million views in total. Blendtec’s marketing now serves as a profit center for the company, the videos have made over $50,000 in ad revenue. In every successful viral campaign there’s at least an ounce or two of luck, but there is a moral to this story… Social tools like blogs, messaging services and community sites have broken down barriers between brands and consumers. “Will It Blend” story comes from a place of authenticity, it lends a face to Blendtec and makes them approachable.
  15. There is also some tangible numbers to authenticity…
  16. Zappos and Blendtec are some favorite stoires we tell, because they are social media darlings. But beyond rising from obscurity, what challenges did they really have? They were crafting their own story as they went…It’s a lot harder to CHANGE the conversation that is already going on.
  17. Brand trust studies show it, consumers don’t trust corporations or companies. Who they trust is people like them, people with a face and a name. After banks made the corporate world look even less trustworthy, enter the automotive crisis. Ford was immediately pegged as another big faceless corporation about to go to the government to ask for help. With all eyes and ears turned to what the Big 3 were going to do, how could they turn a bad situation into a brand defining moment…
  18. Scott Monty is Ford's social media guy. He accepted the position, leaving a job at the successful digital agency Crayon. Ford had a pretty good idea of what they wanted, and were prepared to wait until they found the right person who would fit that job. Since then… Scott has acted as the corporate online (and, often offline) face of Ford Motor Company, their social network hub, legal liaison and lay interpreter, public relations mouthpiece, arbiter, friend, dad—in short, the Fortune 500 social media field agent archetype.He has promoted content, engaged a community, and prevented PR disasters.
  19. So how can you take the stories of Ford, Zappos, Blendtec and apply them to what you do for your business or for your own clients? What is the secret sauce?
  20. I will give you some suggestions of how to do social media right, but there is no formula… only common senseYou have to be true to yourself, your clients, and your customers. That is the only hard rule.
  21. So how do you “be real”? I see there being three things that have to happen all at once… it’s not really a linear process, or a cycle that repeats, but something simultaneous. Every brand needs to UNDERSTAND, ACT, and EVOLVE…
  22. How do you listen?Well, it depends on your budget and staff… remember those #s, the amount of blogs, videos, articles, it is a noisy world out there.Listening is hard but technology is making it easier.
  23. The next step is defining the communication problem…Is the customer misunderstanding your business, how you operate, what you stand for?Are you not hearing them, who they are, how they think?
  24. So what was Ford’s problem, they were associated with something very negative by a public who had many misconceptions about them and the automotive industry.
  25. Can the public name anyone at Ford, someone that speaks to themWhat is the % spread of facts vs untruthsWe can use social monitoring to track sentiment and volume of conversation
  26. How else do we understand?Take a look around, you can’t have a two-way dialogue unless there is someone inside the brand talking.
  27. Who can start this conversation and how are you going to keep it fueled?What are the rules to engagement?
  28. And the there are those people outside your brand…Who are they? Who’s already talking and why?Do you know what they want, what they expect?
  29. It’s not just about technologies. It’s not just about conversation.It’s about how the digital connections create something that would have never been possible otherwise.And where is the proof of this…
  30. There is a great set of Forrester reports I recommend everyone reads. There is the book Groundswell which details the different ways that people engage… are they critics? Are they creators? There is a report on what type of considerations you need to make on whether you build a community or join the conversation that is already going on. And then there is another report on the types of communities you can create… one that focuses on customer loyalty, on support, or on product development.
  31. So how does one ACT? How do you start and how do you keep “acting” after launch?
  32. MEASURE THE MESSAGESemantic technology is able to pull together connections between words and phrases. Measurement tools will be moving away from the tag cloud, and more towards the trends of thereal conversation, not just the keyword of the day. BooRahis RottenTomatoes meets ZAGAT. It takes a large pull of reviews from Yahoo, CitySearch, Yelp, etc. and aggregates them smartly into a single score and a single consensus. The idea is that BooRah tracks positive and negative reviews of food, service and ambiance at restaurants across hundreds of online review sites. The service monitors trends toward negative and positive reviews, pulls out key quotes from users and offers other value adds based on its technology. BooRah also announced last month the availability of an API that will allow other web sites and businesses to offer online reviews and ratings from BooRah to their customers. Conversation Digest You don’t need to read all 4,000 new posts of the week to get a sense of what’s going on. We summarize the most buzz-worthy stories for you and call out what’s hot and what’s new so that you can tune in early.
  33. BETTER AD TARGETINGPeer 39 uses natural language processing and artificial intelligence to interpret word meaning and sentiment. It relies on synonyms and concepts, rather than keyword scanning. BETTER AD CONTENTDapper MashupAds can dynamically pull in relevant content from a database, as well as scanning social content sites like Yelp and Flickr for the newest (positive) reviews and photo. It’s the power of your brand message only promoted by your consumers. The idea is that publishers can tell Dapper: this is the place on my web page where the title of a movie will appear, now serve up a banner ad that's related to whatever movie this page happens to be about. The company believes that its new ad network will provide monetary incentive for publishers to have their websites marked up semantically.BETTER FINDABILITYPowersetis a search engine that focuses on natural language processing, not simply on keywords alone. It tries to understand the search phrase as a whole. And the more search queries and intent are understood, the more relevant ads on search results can be. In its own statement, Microsoft stressed how useful Powerset's technology will be for improving Microsoft's own search products and to \"take Search to the next level.\"BETTER DISCOVERYHeadupis a social browsing extension for Firefox that integrates with data from Flickr, Facebook, Twitter, Last.fm, and Friendfeed and then cross-references the data with your browsing experienceSearchMonkey allows developers to build applications on top of Yahoo! search, including allowing site owners to share structured data with Yahoo!, using semantic markup (microformats, RDF), standardized XML feeds, APIs (OpenSearch or other web services), and page extraction.
  34. MEASURE THE CONNECTIONSChatminemeasures the connections between community members and between people and concepts. By looking at both friending and popular dialogue, they can tell you if your brand has enabled passionate conversation.Glue is a Firefox extension that creates a decentralized social network right in your browser. Friends can see each other’s likes and dislikes on music, movies, wine, books, etc and share messages about common interests. Glue is a more social networking oriented version of BlueOrganizer - it connects you to your friends based around things like books, music, movies, stars, artists, stocks, wine, restaurants, and more.Zemanta is a blogging tool which harnesses semantic technology to add relevant content to your posts. While it didn't make either of our 'Semantic Apps to Watch' lists in November, a number of commenters pointed it out as something they use. In September we covered a major upgrade to Zemanta's service, allowing users to specify the sources they want to see in the suggestions list that Zemanta provides. Users can now incorporate their own social networks, RSS feeds, and photos into their blog posts. As we noted, this makes Zemanta a lot more appealing to established bloggers who are in less need of suggestions and more in need of automation.Microformats (hCard, hResume) are designed for humans first and machines second, microformats are a set of simple, open data formats built upon existing and widely adopted standards. LinkedInOur concentration is on making the users data easily available and useful. To that end, we use a variety of microformats including hCard, hResume, hEvent, and hReview. We are also implementing the XFN microformat (XHTML friends network), which is one of the cornerstones of the Google Social Graph API.Maryland-based Lotame’s technology is called Crowd Control. It “harnesses user interests and actions, locating the ‘influencers’ in social media,” their site explains. Crowd Control examines user actions such as uploading, blogging, and commenting. This data is layered with interests, and is factored with anonymous data points such as age, gender, recency and frequency. The resulting profiles are used by brands to directly target their messages to individuals, not just sites.Lotame Solutions is teaming up with Amplify and Vizu to measure the value of advertising on social media networks in parameters other than the “click.” This combined package analyzes the connection between time spent, brand lift and consumer sentiment. Amplify can use its detailed understanding of actual page content to further embellish user profiles in existing behavioural targeting systems, and also uniquely identify key purchase triggers and buying intent - flagging real-time advertising opportunities to the ad server. Hapax’s Amplify linguistic technology assesses blog post conversation tone that is responding to brands and campaigns. The platform uses word meaning to identify topics, brands, people, emotions and actions. Vizu’s Ad Catalyst measures impact of viewer perception of key brand attributes. The brand building metric “Brand lift” is superior to click-through rate (CTR) counting due to measuring the effectiveness of ad units, Web sites and key messages. Because of Brand lift, advertising dollars are optimized.
  35. MEASURE THE VELOCITYHow far is my message traveling and how fast? Semantic technology builds on meaning. And so it doesn't matter if your followers say “Dodge muscle car\" or “the new Challenger\", semantic buzz tools will tie the conversation together.MEASURE THE TONEThe next generation of sentiment analysis will look at the entirety of a comment or an article, who it came from and who it was directed to. It will use natural language and relationship analysis to sift the \"good\" comments from \"bad\". Cogito Monitor generates an unprecedented precision and an unrivalled level of detail, thanks to the use of semantic technology that recognizes, reads and automatically understands the opinions expressed by users as they relate to companies, competitors, products, and services.  In short, Cogito Monitor is able to measure, tally and graph customers’ feedback about your companies’ products and services – from millions of web pages and blogs. The depth of understanding and insight provided by Monitor is equivalent to more traditional focus groups and surveys but without the time and expense.Sentiment detection Assigns each comment automatically to one of five levels according to the sentiment expressed.What makes Sentimine the best-of-breed sentiment analysis tool?Our “secret sauce” combines human insight with sophisticated algorithms. Together, these powerful approaches deliver a higher level of accuracy and speed at a lower cost than our competitors. If you are using Twitter, you probably have a few contacts (= people you follow). Probably more than just a few. If you live a liberal following policy (= if another user follows you, you follow back), then the network of your contact does not have any deeper meaning. But there is a smaller, much more meaningful network hidden behind your total web of followers: the relevant net. TwitterFriends helps you to find the users that are meaningful for you and keep in touch with them. Those could be users you are talking to on a regular basis or who are feeding you great links all the time. FOAF (an acronym of Friend of a Friend) is a machine-readableontology describing persons, their activities and their relations to other people and objects. Anyone can use FOAF to describe him or herself. FOAF allows groups of people to describe social networks without the need for a centralised database.Semantically-Interlinked Online Communities Project (SIOC - pronounced \"shock\") is a Semantic Web technology. SIOC provides methods for interconnecting discussion methods such as blogs, forums and mailing lists to each other. It consists of the SIOC ontology, an open-standard machine readable format for expressing the information contained both explicitly and implicitly in Internet discussion methods, of SIOC metadata producers for a number of popular blogging platforms and content management systems, and of storage and browsing/searching systems for leveraging this SIOC data.The FOAF vocabulary allows us to represent people and their social networks, providing the social network component of data portability. It can be used in a combination with the theOpenID identity system. The SIOC vocabulary is an open format for expressing information about user-generated content in an interoperable way. It provides the content object component of data portability. The SIOC Types module can be used to further specify different types of Social Web / Web2.0 objects that we may want to describe.
  36. The proof is in the sheer number and growth of all these social artifacts.
  37. But it’s also in the saturation… the number and percent of people involved.One especially to note is the amount of online Americans who expect companies to have a social media presence.These people are already socially involved, and the figure doesn’t say they want or like brands to be involved, but the EXPECT it.And I’m not going to give you a “join the conversation” speech. Honestly, many have joined the conversation prematurely…
  38. So if consumers are using social media, if they expect companies to be there…Why is leveraging social media so hard for brands?It seemed so promising at first, but now you are finding out what people really think, and what they expect of you.
  39. This is the marriage, and there are some real challenges to overcome…And if we don’t overcome them, this is going to be a really short marriage.
  40. Building a “brand” is an expensive and intense process, and now social media experts are telling companies to “let go” and give some control back to the consumer. In an environment where communications are traditionally routed through legal teams and PR firms, where there are limits put on who can talk directly with the customer and how, companies need reassurance that the reward is work the risk.