Social Networking


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My presentation at the Orlando Marketing Bootcamp. This was the Social Networking section of a 4-week marketing class

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  • Social networking is an evolution about what has been around - people have always talked about these kinds of things offline, it has just been moving online - the web is an extension of that. It’s just now easier for people to eavesdrop about what others are thinking and marketers can listen in and hear what they are saying.
  • Example - Vocalpoint is a Proctor and Gamble site for moms gives them a chance to see what their target market is interested in, learn more about them, and provide information to their audience that will help their customers evangelize for them.
  • You don’t want to go out and start spamming. What you instead want to do is put yourself out there as a valuable resource / show that you are an expert in the area and that you want to add value and that you care about your customers. Then, you can go in and talk about your brand Define this at the beginning… What will you do if you don’t reach your objectives? Set up milestones that say ‘o.k. I’m hoping to get here at this point - if you aren’t there then make adjustments. Need to continually measure to see if you are meeting your goals. Can anyone post or are there certain people who can post? Is there an approval process - i.e. Do things need to be approved before they get posted? Take a hard look at what you are comfortable with. Set up guidelines as to how you will respond to negative feedback. Don’t get defensive - if you come across this way, that’s bad for the customer and for anyone else who is reading it. Remember you are talking to everyone, not just a particular customer. Keep in mind with social media that it is difficult to come up with a specific ROI. There are hard metrics you can put in place, but keep in mind the softer measures that are just as important. I.e. What value are you adding by simply being involved? you have corporate blogs - CEO of Sun All of these are ways about learning about your customer, providing information to your customer and then letting them have conversations about you.
  • Examples Wal-Mart fake blog is an example of how a good idea can go bad. Jim and Laura went across the country in their RV blogging about their trip and it was then the public discovered that they were being paid by Wal-Mart. Wal-Mart ended up having a lot of bad publicity from an unauthentic social media idea. Another example of an idea gone badly was when Target paid college students to spam Facebook with notes about how cool Target is. Dell Hell is an example of how one company turned it around by their response to people voicing their opinions about problems associated with Dell. Dell openly stated, “Our goal is to join the conversation and speak directly and candidly with our customers. The more we engaged, the more we learn and the better we can do for our customers.”
  • Social Networking

    1. 5. <ul><li>Connecting with others via sharing content </li></ul>
    2. 6. <ul><li>Social Networking is anywhere people are talking online. From a corporate perspective, what you are interested in - is where people are talking about you and are talking about the topics you care about (competitor brands, issues that involve your brand). </li></ul><ul><li>Examples: </li></ul><ul><ul><li>Facebook </li></ul></ul><ul><ul><li>Digg </li></ul></ul><ul><ul><li>Amazon (customer ratings and reviews) </li></ul></ul><ul><ul><li>Blogs (big place where people talk about things - voicing opinions, posting comments) </li></ul></ul><ul><ul><li>Twitter </li></ul></ul>
    3. 10. <ul><li>Exposure to your target audience </li></ul><ul><ul><li>Build brand awareness - help improve how people view your brand. </li></ul></ul><ul><ul><li>Your customers are online already talking about you or your competition - voicing opinions, posting comments </li></ul></ul><ul><ul><li>Get insights not available any other way. </li></ul></ul><ul><li>Interact with your target audience </li></ul><ul><ul><li>Deeper engagement with customers. (An easier way than other methods like comment cards, focus groups). With the new online way, you have an opportunity to be responsive. </li></ul></ul><ul><ul><li>Can provide more scalable ways of supporting your customers. </li></ul></ul><ul><li>Share your business personality </li></ul><ul><ul><li>Show a more personal, human side to your business </li></ul></ul>
    4. 12. <ul><li>When you pay attention to what people are saying online, you can make product improvements. </li></ul><ul><li>Example - Dell has a site called idea storm where people send their ideas and people vote on them. It is a useful way for Dell to find out what their customers like - and they get market research for free and from their customers! </li></ul>
    5. 13. United Breaks Guitars <ul><li>Song about United Airlines breaking musician’s guitar, June 2009 </li></ul><ul><li>Within 4 days, United stock plunged by 10% ($180 million) </li></ul><ul><li>Within 10 days, over 3 million views, 14,000 comments </li></ul>
    6. 14. Levels of Involvement <ul><li>Creators who publish  18% </li></ul><ul><li>Critics who comment  25% </li></ul><ul><li>Collectors who organize  12% </li></ul><ul><li>Joiners who participate  25% </li></ul><ul><li>Spectators who consume  48% </li></ul><ul><li>Source: Groundswell by Li & Bernoff, 2008, see </li></ul>
    7. 15. <ul><li>One – To – One </li></ul><ul><ul><li>Focus on connecting and sharing with individuals </li></ul></ul><ul><ul><li>Facebook </li></ul></ul><ul><ul><ul><li>Share multi-formatted interests </li></ul></ul></ul><ul><ul><ul><li>Form groups, causes, and pages </li></ul></ul></ul><ul><ul><li>MySpace </li></ul></ul><ul><ul><ul><li>Still large for college-age and younger </li></ul></ul></ul><ul><ul><ul><li>Thriving art niches, especially music </li></ul></ul></ul><ul><ul><li>LinkedIn </li></ul></ul><ul><ul><ul><li>Professional profile (résumé) </li></ul></ul></ul>
    8. 16. <ul><li>One – To – Many </li></ul><ul><ul><li>One person publishes content, many receive it through connections (RSS, “friend”, “follow”, email, bookmark) </li></ul></ul><ul><ul><li>Blogs </li></ul></ul><ul><ul><ul><li>50% Americans read blogs </li></ul></ul></ul><ul><ul><ul><li>Written about general topics ( </li></ul></ul></ul><ul><ul><ul><li>Fan / hobbyist sites ( </li></ul></ul></ul><ul><ul><ul><li>Corporate blogs - CEO of Sun ( </li></ul></ul></ul><ul><ul><ul><li>All of these are ways about learning about your customer, providing information to your customer and then letting them have conversations about you. </li></ul></ul></ul>
    9. 17. <ul><li>One – To – Many </li></ul><ul><ul><li>Microblogs – values brevity and speed </li></ul></ul><ul><ul><ul><li>Twitter – fast, 140 character max status/share text </li></ul></ul></ul><ul><ul><ul><li>TwitPic – mobile phone photo blog, integrates with Twitter </li></ul></ul></ul><ul><ul><ul><li>Tumblr – media-rich, quick posting blog </li></ul></ul></ul><ul><ul><ul><li>FriendFeed – short, media-rich posts with commenting and importing </li></ul></ul></ul><ul><ul><li>Social Media Publishing – audio, video, photo </li></ul></ul><ul><ul><ul><li>Flickr has over 3 Billion photos </li></ul></ul></ul><ul><ul><ul><li>YouTube has over 6 Billion videos </li></ul></ul></ul><ul><ul><ul><li>iTunes has over 20 Million podcasts </li></ul></ul></ul>
    10. 18. <ul><li>Many – To – Many </li></ul><ul><ul><li>Multi-authored blogs </li></ul></ul><ul><ul><ul><li>Often follows a magazine model – multiple authors covering beats ( </li></ul></ul></ul><ul><ul><li>Discussion Boards, Chat Rooms, Email Groups </li></ul></ul><ul><ul><ul><li>Grouped into forums on topic, moderated ( </li></ul></ul></ul><ul><ul><ul><li>Discussions start with a question/comment from a member and the community replies ( </li></ul></ul></ul><ul><ul><li>Collaboration sites </li></ul></ul><ul><ul><ul><li>Community members create a “living document” or website by making edits live on the site ( </li></ul></ul></ul><ul><ul><li>Niche Communities </li></ul></ul><ul><ul><ul><li>Sites that combine multiple discussion channels ( </li></ul></ul></ul>
    11. 19. <ul><li>Share – And – Save </li></ul><ul><ul><li>These sites specialize in users recommending web pages or products by submitting, voting, reviewing, and/or saving them for later </li></ul></ul><ul><ul><li>Social Voting Sites – Digg & StumbleUpon </li></ul></ul><ul><ul><ul><li>Submit any webpage to the service </li></ul></ul></ul><ul><ul><ul><li>Members vote (“digg” or “stumble”) approved pages </li></ul></ul></ul><ul><ul><ul><li>Most voted sites send high volume traffic </li></ul></ul></ul><ul><ul><li>Social Bookmarking – Delicious </li></ul></ul><ul><ul><ul><li>Bookmark, describe, and tag favorite webpages </li></ul></ul></ul><ul><ul><ul><li>28% of all Americans have tagged or bookmarked content </li></ul></ul></ul><ul><ul><li>Reviews and Ratings </li></ul></ul><ul><ul><ul><li>TripAdvisor, Epinions, Amazon, Yelp - all give opportunities for people to write reviews of brands, products, or locations </li></ul></ul></ul>
    12. 20. Where Social Media Sites Rank in the US <ul><li># 3. Facebook </li></ul><ul><li># 4. YouTube </li></ul><ul><li># 5. MySpace </li></ul><ul><li># 11. Blogger </li></ul><ul><li># 13. Twitter </li></ul><ul><li># 14. Amazon </li></ul><ul><li># 18. Flickr </li></ul><ul><li># 20. WordPress </li></ul><ul><li># 27. LinkedIn </li></ul><ul><li># 41. Digg </li></ul><ul><li># 50. Answers </li></ul><ul><li># 69. Ning </li></ul><ul><li>~ according to Alexa Internet, Inc, June 2009 </li></ul>
    13. 22. <ul><li>What are your goals? </li></ul><ul><li>What are the guidelines? - Help by setting up some real clear guidelines. </li></ul><ul><li>What will you measure? - Based on your goals, you should be able to come up with a set of measurements. </li></ul>
    14. 23. <ul><li>You can do searches or look at third party recommendations. </li></ul><ul><li>Look at Google Groups. </li></ul><ul><li>You can subscribe to RSS Feeds. </li></ul><ul><li>Can hire a firm to research and tell you. </li></ul>
    15. 24. <ul><li>Be authentic and add value - be a part of the community and not there for the advertisement </li></ul><ul><li>Join the conversation and add value (start as a lurker first, watching and learning what goes on). </li></ul><ul><li>Be responsive </li></ul><ul><li>Know you can’t control the community </li></ul><ul><li>Watch for pitfalls. </li></ul><ul><li>If you get involved, recognize that this is a commitment. If you get involved - stay involved. </li></ul>
    16. 25. <ul><li>Start the conversation </li></ul><ul><ul><li>Inform, publish, announce, plan </li></ul></ul><ul><li>Listen and Connect to the conversation </li></ul><ul><ul><li>Fans, competitors, clients </li></ul></ul><ul><li>Be Personable </li></ul><ul><ul><li>Be yourself </li></ul></ul>
    17. 26. <ul><li>For more information about Social Media Strategy and other marketing tactics, feel free to contact: </li></ul><ul><ul><li>Insight Marketing Group at </li></ul></ul><ul><ul><li>Orangejack LLC at </li></ul></ul>