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Theoretical and Empirical Findings on the Use of Social Media Marketing  Dr. Raul Pacheco-Vega http://www.raulpacheco.org ...
Basic premises of my talk <ul><li>We live in a networked society. </li></ul><ul><ul><li>No longer isolated. </li></ul></ul...
Social network of the New Testament   http://www.esv.org/blog/2007/01/mapping-nt-social-networks/
Four properties of information flow in social networking sites <ul><li>Reciprocity </li></ul><ul><ul><li>Information flows...
Lessons to be learned on how to use the properties of social media to business settings Source: My own analysis. Property ...
Social media for business 102 <ul><li>Rule # 1 - Not everything that is on the Internet is true. </li></ul><ul><ul><li>Don...
Example of good overall social media and Web 2.0 engagement <ul><li>Molson’s Brew 2.0 </li></ul><ul><ul><li>Engaged a numb...
Example of local, good brand monitoring/reputation management <ul><li>Doolins  ( @doolins ) </li></ul><ul><ul><li>I compla...
How to lose clients  and alienate people <ul><li>Amazon Fail (#amazonfail) </li></ul><ul><ul><li>De-ranking of GLBT books,...
While we are on the topic of  Twitter ... <ul><li>Drop hints of your activities and initiatives </li></ul><ul><ul><li>“ We...
A few thoughts... <ul><li>When thinking of a social media strategy </li></ul><ul><ul><li>Go multi-platform </li></ul></ul>...
Thanks for listening! <ul><li>Raul Pacheco-Vega, PhD </li></ul><ul><ul><li>How to contact me: </li></ul></ul><ul><ul><ul><...
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Social Media Marketing (Empirical and Theoretical Lessons)

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This is an abridged version of the talk I gave at the Amuse Consulting roundtable on "Social Media for Profit", April 13th, 2009.

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Social Media Marketing (Empirical and Theoretical Lessons)

  1. 1. Theoretical and Empirical Findings on the Use of Social Media Marketing Dr. Raul Pacheco-Vega http://www.raulpacheco.org (research) http://hummingbird604.com (personal/social media)
  2. 2. Basic premises of my talk <ul><li>We live in a networked society. </li></ul><ul><ul><li>No longer isolated. </li></ul></ul><ul><ul><ul><li>Everyone is connected. </li></ul></ul></ul><ul><ul><li>No longer 9am to 5pm. </li></ul></ul><ul><ul><ul><li>Things happen online 24/7 </li></ul></ul></ul><ul><ul><li>No longer purely private </li></ul></ul><ul><ul><ul><li>The boundary between public and private life has blurred. </li></ul></ul></ul><ul><li>Business is all about networking. </li></ul><ul><ul><li>So if we are going to use the network, let’s use it the right way </li></ul></ul>
  3. 3. Social network of the New Testament  http://www.esv.org/blog/2007/01/mapping-nt-social-networks/
  4. 4. Four properties of information flow in social networking sites <ul><li>Reciprocity </li></ul><ul><ul><li>Information flows bi-directionally and reciprocally. No reasonable human interaction is uni-directional all the time. </li></ul></ul><ul><li>Durability </li></ul><ul><ul><li>Information that you put on the web, stays on the web. For a very, very long time. </li></ul></ul><ul><li>Traceability (and accountability) </li></ul><ul><ul><li>Information that you put on the web, can be traced back and will and can be used for/against you </li></ul></ul><ul><li>Scalability </li></ul><ul><ul><li>Once information flows publicly, you can’t stop its flow to other nodes. It’s out in the open. And one wrong move can change how it’s reproduced and perceived. </li></ul></ul>Partially, and initially based on boyd (2009), adding my own thoughts
  5. 5. Lessons to be learned on how to use the properties of social media to business settings Source: My own analysis. Property A couple of pieces of advice Reciprocity <ul><li>Bi-directionality and reciprocity enhances trust. </li></ul><ul><li>Give back to the community, while furthering your business agenda. </li></ul><ul><li>Feedback and conversation are key. </li></ul>Durability <ul><li>Online information can stay on the web for a long, long time. </li></ul><ul><li>Ensure that you are prepared to deal with long-term repercussions of content creation. </li></ul>Traceability <ul><li>Designing content with a view to enable customersto re-trace where the content came from (increased accountability and transparency) </li></ul><ul><li>Bear in mind that information can be re-hashed (mashed up) and therefore you need to ensure that your own material can be traced back. </li></ul>Scalability <ul><li>Emphasizing the sensitive nature of some information flows and recognizing that information escalates </li></ul>
  6. 6. Social media for business 102 <ul><li>Rule # 1 - Not everything that is on the Internet is true. </li></ul><ul><ul><li>Don’t follow every single online social media fad. </li></ul></ul><ul><li>Rule # 2 - Not everything that is on the Internet is false. </li></ul><ul><ul><li>Beware of classic social media faux pas , which might affect you negatively . </li></ul></ul><ul><li>Rule # 3 – Be a human out there, even if you are behind a corporate brand. </li></ul><ul><ul><li>Regardless of the corporate brand, some human interaction is always very welcome. </li></ul></ul><ul><li>Rule # 4 – Give back. Give a little, get back a lot. </li></ul><ul><ul><li>Sponsor events. Give out gift certificates. Demonstrate loyalty. Demonstrate interest in your customer. </li></ul></ul><ul><li>Rule # 5 – Don’t be a one-night social media stand. </li></ul><ul><ul><li>Don’t romance bloggers and then ditch them. </li></ul></ul><ul><li>Rule # 6 – Be a good business through-and-through. </li></ul><ul><ul><li>Don’t put all your hopes in social media marketing. Good customer service and great products are the key to success. </li></ul></ul>
  7. 7. Example of good overall social media and Web 2.0 engagement <ul><li>Molson’s Brew 2.0 </li></ul><ul><ul><li>Engaged a number of bloggers </li></ul></ul><ul><ul><li>Followed up on each individual blog </li></ul></ul><ul><ul><li>Followed up on Twitter </li></ul></ul><ul><ul><li>REMAINED engaged on Twitter </li></ul></ul><ul><ul><li>Further supported other local initiatives </li></ul></ul><ul><ul><ul><li>YVR Twestival </li></ul></ul></ul><ul><ul><ul><li>WordCamp Whistler </li></ul></ul></ul><ul><ul><ul><li>Crime Pays </li></ul></ul></ul>
  8. 8. Example of local, good brand monitoring/reputation management <ul><li>Doolins ( @doolins ) </li></ul><ul><ul><li>I complained publicly on Twitter about waitress bringing my soda pop with ice. </li></ul></ul><ul><ul><li>Friends of mine (following me and following @doolins) indicate that this is just a small mistake. </li></ul></ul><ul><ul><li>@doolins replies directly to ME and apologizes </li></ul></ul><ul><ul><li>Less than 3 minutes later, waitress brings my pop, and apologizes. I don’t even get charged for the pop!  </li></ul></ul><ul><ul><ul><li>Outcome - positive </li></ul></ul></ul>
  9. 9. How to lose clients and alienate people <ul><li>Amazon Fail (#amazonfail) </li></ul><ul><ul><li>De-ranking of GLBT books, whereas hetero, sexually explicit content is not de-ranked. </li></ul></ul><ul><ul><li>Public outcry on Twitter. </li></ul></ul>
  10. 10. While we are on the topic of Twitter ... <ul><li>Drop hints of your activities and initiatives </li></ul><ul><ul><li>“ We are reducing water consumption by 30% in our productive processes. Here’s how we do it” </li></ul></ul><ul><li>Share thoughts that can be professionally-construed and build your brand </li></ul><ul><ul><li>“ @hummingbird604 we agree – our business tries to do X and Y to reduce our enviro impact” </li></ul></ul><ul><li>DON’T ever </li></ul><ul><ul><li>Spam and over-push your own brand </li></ul></ul><ul><ul><li>Auto-DM “thanks for following” </li></ul></ul><ul><ul><li>Follow and unfollow sytematically </li></ul></ul>
  11. 11. A few thoughts... <ul><li>When thinking of a social media strategy </li></ul><ul><ul><li>Go multi-platform </li></ul></ul><ul><ul><ul><li>Videocasts, podcasts, blogs, Twitter, Facebook Fan Pages </li></ul></ul></ul><ul><ul><li>Ensure that you monitor your brand </li></ul></ul><ul><ul><ul><li>Summize/Twitter Search </li></ul></ul></ul><ul><ul><ul><li>Google Alerts </li></ul></ul></ul><ul><ul><li>Be bi-directional and reciprocal. </li></ul></ul><ul><ul><ul><li>Unilateral press-releases are so 2003. </li></ul></ul></ul><ul><ul><li>Be strategic and spend time thinking ahead </li></ul></ul><ul><ul><ul><li>Strategic forethought will always win </li></ul></ul></ul>
  12. 12. Thanks for listening! <ul><li>Raul Pacheco-Vega, PhD </li></ul><ul><ul><li>How to contact me: </li></ul></ul><ul><ul><ul><li>Via email </li></ul></ul></ul><ul><ul><ul><ul><li>[email_address] for social media matters </li></ul></ul></ul></ul><ul><ul><ul><ul><li>[email_address] for my enviro research </li></ul></ul></ul></ul><ul><ul><ul><li>Via contact form on my blogs </li></ul></ul></ul><ul><ul><ul><ul><li>http://hummingbird604.com social medial/personal </li></ul></ul></ul></ul><ul><ul><ul><ul><li>http://www.raulpacheco.org research </li></ul></ul></ul></ul><ul><ul><ul><li>Via Twitter </li></ul></ul></ul><ul><ul><ul><ul><li>http://www.twitter.com/hummingbird604 social media </li></ul></ul></ul></ul><ul><ul><ul><ul><li>http://www.twitter.com/raulpacheco research </li></ul></ul></ul></ul>

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