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Univ Washington Social Media Marketing


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Thoughts and best practices on business use of social media tools

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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 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 ( 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 ( 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; 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; 12