The document provides an introduction to social media and how brands can leverage different social media platforms like Facebook, Twitter, and others. It discusses what social media is, why companies should engage in social media, and case studies of how companies like Dell, Nike, Coke, and Zappos have successfully used social media. It also covers measuring social media effectiveness, potential issues that can arise, and provides a group project proposal for students to partner with local non-profits.

1. Introduction to Social Media Amit Klein November ’09 www.amitklein.com twitter.com/amitklein

2. What is Social Media?

3. “ Social Media is a conversation supported by online tools” ~ Kelsey Ruger

4. What is Social Media?

5. What is Social Media?

7. Agenda Why engage in Social Media? Case Studies (Dell, Nike+, Few Others) How are brands successfully leveraging FB? How are brands successfully leveraging Twitter? When Social Media goes wrong Social Media Analytics

8. Why Engage in Social Media?

9. “ Businesses will increasingly use social media to get closer with customers… It is getting too expensive and inconvenient to meet face-to-face in the real world, there will be more efforts to bring the conversation … to virtual communities .” - Shel Israel

10. Why engage in Social Media? Increasing Sales/Conversions (benefits not always immediately tangible) Improving Reputation / Authority Increasing Brand Awareness / Reach Building Relationships / Engagement

11. Case Study - Dell

12. In the year and a half between 2006 and 2007 negative online postings about Dell dropped from 49% to 22% - Adweek * http://www.adweek.com/aw/content_display/news/digital e3i1751753614c1db778979604e004b8d1c

13. Dell – Improving Reputation Monitor 15,000 blog posts written daily about Dell (using Visible Technologies) Respond Dell launched first blog Direct2Dell Uncensored comments, real people, human voices Empower Allow community members to answer problems in forums IdeaStorm.com: Suggest ideas (10k+), vote (650k+), see results

14. Dell – Improving Reputation Today 12+ company blogs in 5 languages 35 community ambassadors 30+ corporate twitter accounts

15. Dell – Increasing Sales Dell has made $6.5mil in 2.5 years as a result of delloutlet on Twitter (1.5m followers) Send coupons, clearance events, new arrival information

16. Case Study – Nike+

17. Nike’s market share (running shoes) jumped from 48% in 2006 to 61% in 2008… A significant amount of the growth comes from Nike+ - BusinessWeek * http://www.businessweek.com/magazine/content/08_46/b4108074443945.htm

18. Nike Plus – Building Relationships Nike as sold 1.8 million Nike+ devices

19. Nike Plus – Building Relationships

20. Nike Plus – Building Relationships Nike Plus community website: tracks each run, pace, distance comparison with other runs, runners offline running communities Competitions – Human Race 10k Run (1mil people) Blogging Network Flickr (4,000+ photos for Human Race) Youtube (1,000+ videos for Nike Plus)

21. Additional Examples

23. Additional Examples

24. Facebook Fan Pages

25. Facebook Fan Pages – Vitamin Water Major advertisements go directly to Facebook Fan page Tap into passionate user base, questions like who is better Kobe or Lebron, lots of discussion Is a corporate website necessary anymore?

26. Facebook Fan Pages Reach - Builds off Facebooks 300m users Distribution / Virality - Actions are published directly to activity stream Consistent Engagement - Get a fan once, push content forever

27. Biggest Facebook Fan Pages * Rank Facebook Fan Page Name Number of Facebook Fans 1 Michael Jackson 10mil 2 Barack Obama 6.8mil 3 Vin Diesel 6.5mil 4 Facebook 5.5mil 5 Megan Fox 5.0mil 6 Mafia Wars 4.8mil 7 R.I.P. Michael Jackson (We Miss You) 4.6mil 8 Pizza 4.6mil 9 I Love Sleep 4.6mil 10 Starbucks 4.6mil 11 Will Smith 4.5mil 12 Dr. House 4.4mil 13 I need a vacation 4.4mil 14 Lady Gaga 4.2mil 15 Coca Cola 4.1mil

28. Facebook Fan Pages – Coke Coke Fan page was started by two regular users In seven months grew to 3.3 million fans Facebook changed rules and didn’t allow users to create branded pages Coke teamed up with the creators of the page, flew them to HQ, gave them a tour, brought them into meetings, brainstormed ideas, made them part of the company, let them be real evangelists

29. Facebook Fan Pages – Coke

30. Facebook Fan Pages – Victoria Secret Balance between content and advertising

31. Facebook Fan Pages – Alicia Keys

32. Facebook Fan Pages – 1-800-Flowers

33. Facebook Fan Pages Don’t just sell, entertain… blend advertisements with good content # of Fans are not as important as engagement – create opportunities for your fans to engage Respond to fans, ask them questions, 2-way Make it easy to share Give early access / promotions - make people feel like they are getting something special by fanning you

35. Facebook Fan Pages – ZooZoos

36. Facebook Apps

37. Facebook Apps – ZooZoos

38. Facebook Apps – ZooZoos

39. Facebook Apps - Ballers Network

40. Facebook Apps – Pizza Hut

42. Facebook Apps

43. Social Data Portability

44. Facebook Connect Allows you to create a Facebook Application outside of Facebook Single sign on (no need to register for the site) Use your photo Publish content to your activity stream Invite people from Facebook to participate in activity Send email from Facebook on your behalf

45. Facebook Connect - CNN During Obama Inauguration CNN allowed users to chat using Facebook Connect 600,000 status updates posted during event 4,000 status updates per minute Millions of logins

46. Facebook Connect - Digg

47. Facebook Connect – Fight Club

48. Other APIs OpenSocial Similar to Facebook Connect but for orkut, MySpace, Friendster, Ning, Yahoo! and third party sites Uses HTML/JS/CSS Sign in with Twitter LinkedIn Developer Platform

49. Twitter

50. “ Twitter is about approach, transparency, and immediacy” - Jack Dorsey, Twitter Co-Founder

51. Reasons for Businesses to use Twitter Increase transparency / authenticity Give your company a human face, voice and personality Brand Management Create awareness about your products (buzz) Find out what people are saying about your company/products Deeper Engagement Identify your biggest evangelists Respond to criticism / help Increase reputation and authority Identify Sales Opportunities Share deals Identify potential customers Track Trends

52. Case Study - #iranelections

53. “ News media can’t keep pace with the new world of media consumption and the insatiable appetite for information” - Ann Curry, NBC

54. #iranelection – Breaking News Frustration with lack of mainstream coverage of Iranian elections Mainstream news is not covering the world fast enough TV news is episodic (played a retaped show on Sat night of Larry King while Iranians protested in the streets) Iranian government shut off text messaging and access to most social networks – multiple ways to access Twitter #iranelection trending topic for the last 2 weeks Risks: fact checking, causing panic, losing credibility

55. #iranelection – Breaking News

56. Case Study - Zappos

57. “ Everyone knows why GMblogs and TheHomeDepot have Twitter accounts: To make more money... We'll care about you if you buy our stuff. That's the corporate quid pro quo. Tony Hsieh uses Twitter because he likes Twitter. He writes, ... if you can talk your friends into joining it and you all use it for 2 weeks, it will change your life. You will wonder how you ever lived without it." - Sage Lewis, Search Engine Watch

58. Zappos – Building Relationships

59. Zappos – Building Relationships Transparent, effective use of Twitter http://twitter.zappos.com includes: Intro to Twitter Employee Tweets & Pics (430+ employees) CEO most active user Zappos Public Mentions Highlight SuperFans 3000+ links pointing at twitter.zappos.com Bought by Amazon for $928mil

60. Additional Examples

61. Additional Examples

62. Additional Examples

63. Additional Examples

64. How to leverage Twitter Setup keyword searches for you and your competitors Engage people / participate in conversations / build trust Gather feedback about your products / services Share links / info Don’t just talk about yourself! - Retweet others Try coupons / promotions - measurable Take orders Contests People are finding new uses all the time…

65. “ It’s pretty easy to spot those that are just joining the network purely to take –not to give. Be a part of the conversation before you need anything from anyone … share knowledge, help others, and become a trusted node and connector, not just an outlier…” - Jeremiah Owyang

66. The Twitterverse

67. When Social Media Goes Wrong

69. #chetanblocks Chetan Bhagat author of Five Point Someone, One Night at the Call Center, Three Mistakes of My Life, Two States is one of the most followed Indians on Twitter

70. #chetanblocks Saad Akhtar author of webcomic flyyoufools.com responded and was blocked by Chetan

71. #chetanblocks Firestorm ensued: 342,000 tweets with #chetanblocks in 2 days What’s the difference between a Chetan Bhagat book and a leech? The leech eventually stops sucking #chetanblocks

72. #chetanblocks

73. #chetanblocks

74. #chetanblocks What’s the point? Everything you say is public, think before you tweet Don’t launch into flame wars with fans Things bubble up very quickly Power of the masses (for good or bad)

76. Social Media Analytics

77. Measuring SMM Hard, very early, no one does this well How do you measure Reach, Authority/Influence, Engagement, Sentiment? The metrics you use to measure (and the tools) change constantly, depending on your objectives Don’t be afraid to throw out metrics or recalculate frequently.

78. Measuring SMM - Reach Number of Friends/Followers/Fans – Facebook/Twitter 2nd Degree relationships (number of friends of friends, etc…) Careful, friends can be bought RSS Subscriptions / Usage - FeedBurner Visitors to your site – Compete, Alexa, Google Analytics

79. Measuring SMM –Engagement Visitor Loyalty - the number of return visitors over a period of time (1 month) Duration - Length of time spent on site (more importantly is this number trending upwards) Actions - The number of actions taken on the site: downloading, posting, commenting, etc... Subscriptions - Number of visitors who have given you personal information User Actions - Comments, posts, downloads, plays, wall posts, song plays (Facebook Insights) Twitter DM’s and @’s

80. Measuring SMM – Authority/Influence Public Mentions (Blogs) - Google Blog Search / Alerts, socialmention Public Mentions (Twitter) - Twitter Search / Klout.net Public Mentions (Facebook) – Facebook Lexicon Incoming Links (Blogs) – Technorati, Twitalyzer, Google Webmaster Tools Public mentions (music plays, youtube comments, etc…) - Trendrr Comments about you on other sites (BackType) Retweets – Twitter Search / Klout.net Unsolicited Positive Responses – Twitter Links back to your sites – Google Webmaster Tools

81. Measuring SMM - Sentiment Twitter Search Socialmention.com Omniture - http://blogs.omniture.com/2009/02/24/implementing-twitter-data-tracking-in-omniture-sitecatalyst/ Visible Technologies Sentiment Metrics Radian 6

82. Group Project

83. Group Project Form teams of 4-5 people Partner a local NGO and create a strategy to generate awareness / solicit donations for a cause Find a local NGO: http://www.unitedwaymumbai.org , http://mumbaionline.in/Society/NGOs/ , http://www.karmayog.com/lists/ngos.htm Come up with an idea for a project Send us your ideas for your project, how you will use online media to promote that initiative and how you will measure success Next week meet with us to review your plan and get some feedback You will have one month to execute your projects At the end write up how the project went, the statistics you used to measure success, what troubles you encountered, and lessons you learned.

84. Group Project Idea Suggestions: Create an offline event (dinner) to raise money for an NGO participating in the Mumbai marathon - Use FB/Twitter to promote. Create an offline event (clothes drive, book drive) – Use FB/Twitter/SEM to promote Create an SEM campaign to solicit donations for a cause – measure using Google Analytics Create a FB fan page to highlight a social cause – get as many fans as you can, create and promote some entertaining and enlightening content Leverage social media tools / SEM to get volunteers for an NGO or specific event. Ideally you should be using one social media tool as well as an SEM campaign.

85. Questions?