Univ Washington Social Media Marketing


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Thoughts and best practices on business use of social media tools

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  • Key TakeawaysThe thinking here is slightly hereticalSocial media is more complex that it appears it’s a lot of work it’s a big commitment on the part of any companySocial media is a rich resource for information about how customers perceive companies, products or services and what they feel is importantThere is no absolute “right” way to engage social media for marketing and there are a lot of “absolute” wrong ways to do so
  • Microsoft Mac-PC switcher campaign where switcher was found to be an agency employee
  • My first explore with social media came in 1999 or 2000 with ICQ and it has grown remarkably in the last 8 years and will continue to do soObservations on the McCann data: the biggest growth is in the more passive areas of consumption (watch video/read blog), leaving comments has the lowest growth adoptionObservers are many/participants are fewAs more activity/engagement is required, less adoption by the masses
  • Blogs were vanity online diary - now they are a way to make a living money changes everythingForums were a communication device between individuals that shared an element – now it is a people finder and advertising billboardFacebook was a college app for students in the same classOnline Bookmarking was a way to access favorites independent of a device – now it is a sharing/promotional device
  • Level of “socialness” grows with # of items hereSEO loves: currency, topicality, length and links
  • Academia has caught up with the alternative uses of social media and key influencers funded by…someone likely the search engines or some other for profit motive ads here are contextual and reach the most concentrated target market more $ from key influencersCharacteristics of key influencersGreat market knowledgeWant to be involvedMeticulous about transparencyPassionate about their readersWhat to foster discussion
  • IRANK: developed at HP Measures authoritativeness through in-link and topic link analysisCould be the next killer app with machine mediation of influence to join PageRank in mediation of relevance
  • Pew Internet and American Life Project: A Topology of Information and Communication Technology Users, May 2007
  • Reasons for UseTell your storyTake on an issue (Dell)Feed a frenzy (blogswarm)- stoke the fire of passionate usersPromote a Product – I’m a PC
  • Using Key InfluencersSelect carefullyDo not insult their intelligenceBe transparent about your motivesBe responsive
  • Univ Washington Social Media Marketing

    1. 1. Social Media & Online Marketing University of Washington January 2009
    2. 2. Agenda What is Social Media Awareness & Demographics Social Media Components Key Influencers Social Media Adoption Social Media and Marketing How to Use Social Media Proceed with Caution 2
    3. 3. What is Social Media Online Recommender • Technorati • Boing Boing • Reddit Online Sharing • You Tube • Flickr et al Microblogging • Twitter Online Bookmarking • Yahoo My Web • Delicious Blogs Forums Online Networking • Linked in • FaceBook 3 • My Space
    4. 4. Awareness & Demographics 1998: a few thousand blogs 2008: 180 million • Blogs: 78 million • Facebook: 41 million • My Space: 75 million Blogosphere is doubling in size every 6 months Personal Blogs: 83% female, 76% male Corporate blogs : 38% female, 50% male 4 Blog types Active Influencers Inactive Influencers Active, not influencer Inactive, not influencer 4
    5. 5. Social Media Components Format: reverse chronological journaling Currency: time stamped entries, frequency of posting Trackbacks: out-links to supporting materials Perpetuity: archived entries Syndication: RSS feeds Voice & Tone: author passion/focus Participation: comments, in-links from supporters 5
    6. 6. Key Influencers 83% of people prefer consulting with friends or family before major purchases Influencers are the market movers 4 Types of Influencers • Long term • Average term • Transient • Burgeoning Metrics of influence • Frequency & length of postings • Referenced by others • Trackbacks • In-links • # of comments • Frequency • length • Out-links/annotations 6
    7. 7. Measures of Influence Technorati Authority Score Blogstreet Influence Quotient IRank Pointy-headed view of HP IRank algorithm 7
    8. 8. Social Media Adoption A significant portion of colleagues use social media • 8% of Americans are deep users of the participatory Web and mobile applications • Another 23% are heavy, pragmatic tech adopters – they use gadgets to keep up with social networks or be productive at work • 10% rely on mobile devices for voice, texting, or entertainment Blogs are a common means of sharing thoughts and ideas among friends, colleagues and strangers who are interested in same subject 5% of studied blog users generate: • 59% of the bookmarks • 64% of the comments • 64% of the trackbacks http://www.sifry.com/alerts/archives/000436.html 8
    9. 9. Social Media Marketing Brand Management • Monitor conversation and intercede • Initiate conversation and manage community Viral Marketing • Develop early adopters and evangelists • Seduce key influencers Customer Support • Forums and groups to support products Research (and maybe development) Study tag patterns and posting for context, sentiment, awareness Get indirect indication of customer knowledge • What they know • What they want to know Online demand generation – search engines love blogs 9
    10. 10. How to Use Social Media Know what your customers are saying • Visit social networking site and use your product or service as search term • Facebook • Linked in • Technorati • Visit online bookmarking sites (Del.icio.us) and use your domain as a search term. See what customers are bookmarking and what user tags are associated with it • Visit online bookmarking sites (del.icio.us) and use terms that you believe best describe your product/services and see what sites users have bookmarked Global reach is achieved through multiple applications: Orkut, Friendster, Skyworld, Mix • No one platform serves the entire world McCann Universal Social Media Research Wave, September 2008 10
    11. 11. There Be Dragons… Trolls • Be prescriptive in social media strategy • Respect the community rules and guidelines • Secure your information and infrastructure Blogs are Op/Ed pieces, seen as such and rarely treated as fact • Make social media a component of a fully integrated marketing strategy Bloggers lack wide perspective and long-term or corporate judgment • More reactionary than illuminating • Maintain complete transparency about motives While there are a lot of blogs, the demographics skew young and influencers are few and temporal • Start with observation before action • Pilot test with a few pack leaders and approach directly 11
    12. 12. Resources The New Influencers: Paul Gillin; Quill Driver Books (March 1, 2007) Organizing and Searching the World Wide Web of Facts - Step Two: Harnessing the Wisdom of the Crowds; Marius Pasca, Google Inc; May 2007 [paper] How to Connect with Bloggers; Peter Kim; Forrester Report; July 2008 Exploiting Social Networks for Internet Search; Mislove, Gummadi, Druschel [paper] On Modeling Trust in Social Media Using Link Popularity; Kale, Kolari, Java, Finin, Joshi; May 2007 [paper] Web (2.0) Mining: Analyzing Social Media; Joshi, Finin, Java, Kale, Kolari [paper] Can Social Bookmarking Enhance Search in the Web?; Yanabe, Jatowt, Nakamura, Tanaka; June 2007 [paper] Identifying Influentials in the Blogosphere; Agarwal, Lui, Tang [paper] Modeling the Spread of Influence on the Blogosphere; Java, Kolari, Finin, Oates; May 2006 [paper] How the Social Web Will Impact on Web Search; Susanne Koch; Pandia.com How Can We Measure the Influence of the Blogosphere; Kathy Gill; May 2004 [paper and hometown favorite] Mining Knowledge-Sharing Sites for Viral Marketing; Richardson, Domingos; 2002 [paper] What is Next for Semantic Blogging; Steve Cayzer, HP Laboratories; October 2006 [paper] Tracking Influence and Opinions in Social Media; Akshay Java; PhD Thesis; November 2006 Implicit Structure and Dynamics of BlogSpace; Eytan Adar; May 2004 [PPT on Irank] Challenges in Mining Social Network Data; Jon Kleinberg; 2007 Universal McCann Social Media Research Wave 3; www.universalmccann.com/Assets/wave_3_20080403093750.pdf 12