This document discusses viral marketing and metrics for measuring social media engagement. It defines viral marketing as content that is shareable and starts a dialogue. There is no set benchmark for what makes a campaign viral. Metrics for measuring social media include quantitative metrics like website traffic, views, followers, and actions. Qualitative metrics include measuring community, engagement, and reputation. The document provides tips for optimizing video, social networking like Facebook, and using Twitter effectively.
Understand and Unleash the Power of Word of Mouth MarketingRipple6, Inc.
Augie Ray is a Senior Analyst from Forrester Research, an independent research company that provides pragmatic and forward-thinking advice to global leaders in business and technology.
In this information-packed session, you will learn how to develop successful programs that draw in, engage, and leverage the power of social influencers to create brand advocates. Topics will include:
• Creating brand advocates
• Measuring peer influence
• Leveraging brand advocates across the digital landscape
• Driving results from a strong social strategy
You will also learn how the Ripple6 Social Hub can help you scale your social efforts and get the most out of your social strategy:
• Create a critical mass of users and conversations
• Distribute your messages, manage and engage with your audience wherever they are across the web, social networks, your brand site, mobile and more
• Easily extend into Facebook and Twitter from a single point of entry
• Turn your brand web site into a thriving conversational marketing vehicle
Social Media Marketing: Tips and TricksRipple6, Inc.
Become "socially savvy" to take your campaigns to the next level during this valuable webinar. Attendees will gain insight into social media marketing, learn how to grow and nurture an online community and review best practices for social campaigns. Having a social media marketing strategy is critical to every brand's success in the digital age.
You have Twitter and Facebook, but do you have a Comprehensive Social Strategy?Ripple6, Inc.
Engaging with your customers through social networks is becoming a vital part in any company's brand marketing strategy. However, there are high demands of time and resources, plus difficulties measuring return on investment.
You’ll learn how to create a Social Hub to improve efficiencies in your social marketing and you will find out answers to the following questions:
How can you scale your social media strategy across the Internet?
How do you manage multiple social marketing efforts?
How do you put user generated content to work for you?
How do you build and leverage advocates?
Understand and Unleash the Power of Word of Mouth MarketingRipple6, Inc.
Augie Ray is a Senior Analyst from Forrester Research, an independent research company that provides pragmatic and forward-thinking advice to global leaders in business and technology.
In this information-packed session, you will learn how to develop successful programs that draw in, engage, and leverage the power of social influencers to create brand advocates. Topics will include:
• Creating brand advocates
• Measuring peer influence
• Leveraging brand advocates across the digital landscape
• Driving results from a strong social strategy
You will also learn how the Ripple6 Social Hub can help you scale your social efforts and get the most out of your social strategy:
• Create a critical mass of users and conversations
• Distribute your messages, manage and engage with your audience wherever they are across the web, social networks, your brand site, mobile and more
• Easily extend into Facebook and Twitter from a single point of entry
• Turn your brand web site into a thriving conversational marketing vehicle
Social Media Marketing: Tips and TricksRipple6, Inc.
Become "socially savvy" to take your campaigns to the next level during this valuable webinar. Attendees will gain insight into social media marketing, learn how to grow and nurture an online community and review best practices for social campaigns. Having a social media marketing strategy is critical to every brand's success in the digital age.
You have Twitter and Facebook, but do you have a Comprehensive Social Strategy?Ripple6, Inc.
Engaging with your customers through social networks is becoming a vital part in any company's brand marketing strategy. However, there are high demands of time and resources, plus difficulties measuring return on investment.
You’ll learn how to create a Social Hub to improve efficiencies in your social marketing and you will find out answers to the following questions:
How can you scale your social media strategy across the Internet?
How do you manage multiple social marketing efforts?
How do you put user generated content to work for you?
How do you build and leverage advocates?
I'm curious to know how people view the differences between "utility" vs. "content" in social media.
Most major web and wireless success stories are rooted in utility, not content-- Facebook (social networking), Twitter (microblogging), Google (Search), YouTube (video sharing), Flickr (media sharing), Eventful (event planning), Match (date facilitation), etc. That said, there is always a dance between "broad" and "niche" in media and commerce. Walmart sells shoes and computers but Nike Town and Apple Store do pretty well. ABC, NBC and CBS are broadcasters, but nichecasters Food Network, SyFy and Cartoon Network are killin' it.
So what happens as "utility" gets subsumed by "affinity"? That is, there is "genetic engineering" happening right now around cross-pollinating editorial cultural (Hollywood, Publishing, etc) with utility culture (Silicon Valley, Silicon Alley, Silicon Slopes, etc). Can Facebook be all things to all passion/affinity groups? Or is there an opportunity to provision integrated social marketing and messaging (ISM) apps that merge editorial POV with utility focused on a single affinity group (golfers, foodies, church-goers, brides-to-be, moms, etc)?
To start the discussion, I've included "Six Slides on Social Nicheworking" from the original blog post at http://jimbanister.com/?p=324
How and Why Small Community News Paper Publishers should leverage social media for their businesses and integrate it into their full compliment of media. Part 2 of 3 for the NNPA Social Media Academy.
Presentation of a diploma thesis about viral marketing. It brings a comprehensive view of the area of viral marketing. Identifies the most important aspects in detail to achieve a successful viral spread and outlines the possibilities of its measurement and use.
With Facebook constantly evolving, Bayshore Solutions' eMarketer, Jonathan Casella, explains some of the most recent changes Facebook has implemented and how it can impact your company.
Social Media for CEOs - The External OpportunityOur Social Times
A presentation from Julius Duncan (Headstream.com) on how CEOs should view and approach social media strategically, with specific focus on external communications
How brands can influence consumer behavior in the web 2.0 WorldSandeep Bansal
This presentation explains how consumers interact with brands in the web 2.0 world. More importantly, how brands can influence consumer behavior using practically infinite choice of points of contact. It also describes some key components of a successful social media initiative.
Wizard of Social Media Webinar for Meta-morph-osis Virtual Business Solutions.
Danielle Willis
(773)243-9917
info@meta-morph-osis.com
www.facebook.com/metamorphosisvbs
@dtransformed1
I'm curious to know how people view the differences between "utility" vs. "content" in social media.
Most major web and wireless success stories are rooted in utility, not content-- Facebook (social networking), Twitter (microblogging), Google (Search), YouTube (video sharing), Flickr (media sharing), Eventful (event planning), Match (date facilitation), etc. That said, there is always a dance between "broad" and "niche" in media and commerce. Walmart sells shoes and computers but Nike Town and Apple Store do pretty well. ABC, NBC and CBS are broadcasters, but nichecasters Food Network, SyFy and Cartoon Network are killin' it.
So what happens as "utility" gets subsumed by "affinity"? That is, there is "genetic engineering" happening right now around cross-pollinating editorial cultural (Hollywood, Publishing, etc) with utility culture (Silicon Valley, Silicon Alley, Silicon Slopes, etc). Can Facebook be all things to all passion/affinity groups? Or is there an opportunity to provision integrated social marketing and messaging (ISM) apps that merge editorial POV with utility focused on a single affinity group (golfers, foodies, church-goers, brides-to-be, moms, etc)?
To start the discussion, I've included "Six Slides on Social Nicheworking" from the original blog post at http://jimbanister.com/?p=324
How and Why Small Community News Paper Publishers should leverage social media for their businesses and integrate it into their full compliment of media. Part 2 of 3 for the NNPA Social Media Academy.
Presentation of a diploma thesis about viral marketing. It brings a comprehensive view of the area of viral marketing. Identifies the most important aspects in detail to achieve a successful viral spread and outlines the possibilities of its measurement and use.
With Facebook constantly evolving, Bayshore Solutions' eMarketer, Jonathan Casella, explains some of the most recent changes Facebook has implemented and how it can impact your company.
Social Media for CEOs - The External OpportunityOur Social Times
A presentation from Julius Duncan (Headstream.com) on how CEOs should view and approach social media strategically, with specific focus on external communications
How brands can influence consumer behavior in the web 2.0 WorldSandeep Bansal
This presentation explains how consumers interact with brands in the web 2.0 world. More importantly, how brands can influence consumer behavior using practically infinite choice of points of contact. It also describes some key components of a successful social media initiative.
Wizard of Social Media Webinar for Meta-morph-osis Virtual Business Solutions.
Danielle Willis
(773)243-9917
info@meta-morph-osis.com
www.facebook.com/metamorphosisvbs
@dtransformed1
Social Media - What is it, why it matters, and a 3 step action plan for business
Presentation made to the KM round table at Melbourne Zoo, August 19th, 2009
Digital Influence Group (DIG) is a full-service interactive agency focused on helping clients take advantage of the social shift in marketing to build deeper relationships with their key constituencies. We have developed a unique methodology for identifying, educating and influencing the blogosphere, reputation aggregators, e-communities and social networks. Using social media to cultivate rich online experiences that drive stronger emotional connection and deeper engagement, we constantly measure and optimize all that we do.
Digital Influence Group is a part of W2 Group, Inc., a next-generation marketing services company founded by Larry Weber in 2004.
Social media activation is a creative approach to how we bring experiences to our target audiences and bring our target audiences into our experiences. In today's digital age, marketers must move beyond the traditional approach and create a valuable, customized social media experience that will engage a brand's key constituents and build lasting relationships.
Larry Weber of W2 Group, Dennis Haugan of T-Mobile and Brian Babineau of Digital Influence Group discuss how effective social media activation can help marketers:
1 - Build a rich brand experience for target audiences
2 - Develop a fluid model for content distribution and sharing
3 - Create new opportunities for engagement through partnerships
4 - Sustain and enhance engagement over time
Presentation notes from the Frocomm Social Media Bootcamp, June 2009, Sydney presenters were Brian Giesen and Graham White from Ogilvy 360 Digital Influence
Your residents and the prospects you are targeting, are a lot different than they were in the past. Online social networking sites have revolutionized the way people interact with each other and gather information.
Renters are talking about your communities, sharing options and making referrals via new media platforms such as Facebook, Twitter, YouTube and Foursquare.
Maintaining an on-going positive relationship with consumers is critical to any brands long term success. Today companies must be a part of the consumer dialogue. Learn how to build a customer engagement strategy.
Integrated web marketing and Social media -explainedShanq Web
Your non-participation as a social media marketing agency does not mark your idleness in it. But you must check out on the sport you have been missing by ignoring this field.
How To Put Your Brand Into Social NetworksRipple6, Inc.
Learn how you can use social networks to engage your audience and build valuable relationships with them. Find out how you can use the tactics that top marketers are using to successfully engage consumers in social networks. Ripple6 shares some of the secrets we’ve learned from working with P&G, Unilever, Walgreen’s, General Mills and many others. Learn what you can do to quickly engage consumers and become a valuable and welcome member of the online social network.
Metrics for Viral Content and the ROI of Social Media
1. Viral Marketing
Metrics for Viral Content and
the ROI of Social Media
Measuring a Conversation
Alex Nelson, Home Front Communications
1
1
2. Viral Marketing
Defining “Viral”
Viral Marketing
Consist of using one or more platforms to
reach users
Is shareable
Is affected by multiple content factors
Novelty
Comedy
Controversy
Action-oriented
Starts a dialogue - “Did you see that video on
YouTube?”
Has no defined timeline
There is no benchmark for declaring a campaign
“viral”
Is it 1 million YouTube views?
Is it 10,000 Facebook fans?
Is it 1,000 Twitter followers?
Is it 100,000 visitors to your Web site?
2
3. Viral Marketing
Measuring Social Media Engagement
Determining the ROI of Social Media presents a difficult problem: How
do you put numeric qualities around human interactions and
conversations?
Creating Two Ways to Measure
Quantitative Analysis
Qualitative Analysis
3
4. Viral Marketing
Measuring Social Media Engagement - Quanitative Analysis
Web Site Traffic
Platform Measurements
YouTube Views
Facebook/MySpace Friends
Twitter Followers
Action Measurements
Petitions
Donations
4
5. Viral Marketing
Measuring Social Media Engagement - Qualitative Analysis
Community
Engagement
Reputation
Instead of formulas, ask these questions -
Are you building better relationships with key audiences?
Are you participating in conversations where you hadn’t been involved?
Are you creating a dialogue?
5
6. Viral Marketing
Case Study – A Powerful Noise
Multi-platform campaign fighting poverty
in honor International Women’s Day
Documentary launched on
MAY
MAY
APR International Women’s Day (March 5,
JUNE 2009)
Visual Petition powered by Flickr
Tweet-a-thon
Used #apowerfulnoise to track
JULY Tweets and then donated $.50 to
CARE for up to 10,000 tweets
AUG
What more could the campaign have done?
SEP
6
7. Viral Marketing
Creating Metrics for Your Organization
Measurable goals based on your organization’s past online performance
What type of campaign are you pursuing: advocacy, fundraising,
visibility, reputation management, etc?
Use a combination of qualitative and quantitative measurements to
create your success metrics
Implement the campaign, review your metrics and goals. Filter out
channels and strategies that don’t get good returns.
7
8. Viral Marketing
GOING FORWARD….
Tips and Tricks for
Video
Social Networking
Twitter
8
9. Viral Marketing
Video Tips
Platform Agnostic
Veoh
Vimeo
Yahoo
Facebook
Others
Distribution model with partner
organizations
Branded YouTube channel
Search Engine Marketing with
Google Grants
9
10. Viral Marketing
Social Networking Tips
Determine your organizational needs
Private v. public social network
Facebook Optimization
Integrate your page and cause
application
Send users to your Page Wall
Create “human” updates and
generate user interaction
Utilize the format to offer
relevant information in a
streamlined manner
Applications for multiple platforms
Widgets
10
11. Viral Marketing
Twitter Tips
Learn the lingo
#hashtag
DM
RT
http://twittonary.com/
Customer Service & Community
Resource
Go beyond news feeds
FollowFriday
Mashable’s Follow for Good
Twitter Mashups
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