Paola Peretti - "Digital convergence"

DIGITAL MARKETING LAB – Advanced

SOCIAL MEDIA
(Social Network & Digital PR)
Paola Peretti
ASAM – Università Cattolica di Milano -7 Febbraio 2011

Digital Marketing Lab – Advanced
SOCIAL NETWORK E DIGITAL PR
Peretti Paola © Confidential & Proprietary

Digital Marketing is important


THE REAL LIFE SOCIAL
NETWORK


Introduction
• Iʼm going to talk about 6 things in this introduction:
– Iʼm going to start by talking about how the web is fundamentally
changing.
– The real life social network. How people are connected to each other
offline, and what that means for their behaviour online.
– Relationships. We all have very different relationships with the people
in our life and designing for them is very different.
– Influence. How people influence each other, and how that is driven by
the structure of our social network.
– Identity. Why identity is a cornerstone of the social web.
– And last not absolutely not least - Privacy. Why itʼs critical to give
people control over their data.


The web was originally built to link static documents together
(left), but evolved to incorporate social media (center), and
weʼre now seeing a web built around people, where their
profiles and content are moving with them as they visit different
websites (right).


The toolbar along the top of the Corriere site is an early example
of where the web is headed. Sites we visit will have our identity
and social network with us, showing us the activity on that site
from people in our network.


We're also seeing a much bigger shift in how people spend their
time online. People are spending much more time interacting
with other people, and much less time consuming content from
websites. This shift is not about any one particular social
network. It's about people connecting to each other online.


So this shift is much greater than any one social network, and
much more complicated than deciding where the 'share this'
buttons go. Almost all the sites and apps we design from now
on will have embedded social features…


Itʼs already happening. In the future weʼll know things like who out of our friends has
bought this bag, who has bought this brand, who bought competitor brands, what do
people think of this brand and weʼll have ways to communicate with them to find out
more. Understanding sociability will become a core requirement for designing online.
Almost all of us will need to become skilled in social web design. Marketing Lab – Advanced
Digital

The approach is changing…
• The social web, and all social media that operate
within it, is a way of thinking as opposed to a new
channel. Itʼs not about sales, or ads, or click-through
rates.
• Itʼs about pursuing relationships and fostering
communities of consumers. Itʼs about rethinking
how you make plans when your customers are in the
center and in control.

The approach is changing…
I want to start by telling you a story about
Giulia…She has lots of different groups in her
life.


Her friends from where she lived…


Friends from where she lives now..


Her family…


What’s happening online…


When you think about building your
strategy on social network, remember
that….


Where do you want to put your brand
in Giulia’s life?
• Define your community BEFORE
• Build the right personas
• Be patient, use social network to recruit and
they will come
• Think that now Giulia doesn’t want a ton of
friends in the same group…she wants different
communities to be part of it


• When thinking about how the web is changing, many
people focus on the technology.
• People are using technologies every day that didnʼt
exist a few years ago. The rapid pace of change
means that businesses focus on what technology or
application is coming next.
• But the people using it donʼt care about the
technology; they care about the communication that
the technology enables.


• The first is that people often don't know what they are going to do with the
things they build.
• There are so many Facebook fan pages with hundreds of thousands of
followers yet nothing is happening. So 100,000 people became a fan of
yours on Facebook. Now what? This is the fan page for the magazine
seventeen. There are 174,000 fans but no conversation.
• You need to look at things like Facebook fan pages and think: “How is this
going to fundamentally improve my relationship with my customers?”

What is important to remember…
• Focus on what motivates people to use new
technology. Technologies will come and go,
but the fundamental social behavior patterns
of people will remain the same.
• A better long term strategy for business is to
understand peopleʼs motivations for using
new technologies, and not the technologies
themselves.


How to be ‘advanced’?
• How are people connected around your business?
• Avoid the use of the word friend for connecting
people. Understand how people describe their
relationships for the behavior you’re trying to
encourage.
• Allow people to create custom names for groups,
and allow people to rename the group if it changes
over time.
• Support side conversations. Allow people to fork
conversation threads with a smaller number of
people.


How to be ‘advanced’?

DESIGN FOR DIFFERENT
TYPES OF RELATIONSHIPS


As digital marketers, the biggest
thing we need to think about when
designing for temporary tie
interactions is trust.

Trust

How can we design in things that help people understand
whether they should trust each other? Here is a nice example
from evogear.com. I can start to trust this review because I
know that the person actually bought the skis he's reviewing.


So at the end we can say…
• Knowing which tie you're designing for can really help you
prioritize features.
• Consider how to design for different types of relationships.
Something designed for close friends to interact will look a lot
different than something designed for friends of friends to
interact, which will look different than something for
strangers to interact.
• Don’t try to design something for all types of relationships.
You’ll simply end up with a compromised solution for
everyone.
• Understand which types of relationship ties are most
important for what you’re creating, and design primarily for
them.


Some more things…
• What is also important to think and build in
advance:
– The content being communicated
– The urgency of reply required
– The level of privacy required


About different social networks
• People’s online communication channels need to support the
right types of interaction and audience. Ensure you know
what your users need. A feature that is designed to support
oneto-one communication will look different than one
designed to support one-to-many communication.
• Different channels have different attributes that make them
more or less appropriate for communication with different
audiences. Understanding these attributes, and when and
why people use different channels, can help companies give
people the right communication options at the right times.


Digital PR

We often look to
others when making
decisions


The scenario is evolving…
• People try to behave rationally, they try to make
objective decisions, but other factors mean that they
can't. The problem is that we all have limited access
to information, and limited memory.
• Because of this, we have learned to rely on others to
help us make decisions. We assume that other
people know things we don't. In fact, we do this so
often, that we automatically look to the actions of
others, even when the answer is obvious.


The scenario is evolving…
• The web is increasing the volume of information
available to us, but our capacity for memory isn't
changing.
• So it's likely that we'll increasingly turn to others
to make decisions. There was once a time when
we picked what restaurant to eat in by looking in
the window. But now, we often can't decide
without pulling out our phones and searching the
web for reviews from people who have eaten
there before.

Decisions Making Support
• If other people are heavily influencing our
decisions, and in some cases making the
decisions for us, how does this impact what
we buy, what sites we visit, how we spend our
time?
• If we want people to use our products, to use
our website, it is important that we design in
features that support our friends making
decisions for us.


& NOW LET’S
START OUR
DIGITAL LAB!


Social Network & Digital PR
• During the last months I received a lot of
questions about this topic, so the goal for
today is to answer…


#1: What are the social media
marketing best practices?
• How can I make sure my message is noticed
and not buried in all the other noise?
• How many social media channels do
successful social media marketers use?
• What are the marketing DOs and DON'Ts for
Twitter, Facebook and LinkedIn?
• What is the most effective way to drive
business without "spamming"?
• How do I make a message go viral?

10+ Top Facebook pages and why tehy
are successful
• #1 Red Bull
– They know what their personas will respond the
best and they deliver it
– They’ve created games, web TV program with
integration of celebrities
– They use multiple segments (remember not one
group of friends anymore)


# 1 Red Bull FB Page - TAKEWAYS
• Welcome tab: different for a non-fan, it is
simple – they only put one thing on their
welcome tab making it very clear what they
want to happen
• Note: if you add too much on your welcome
tab your fans will get confused and likely not
take any action
• Remember the LESS IS MORE concept…go for
ONE CALL TO ACTION

# 1 Red Bull FB Page - TAKEWAYS
• Always consider spending some money on the
CREATIVE design of your page, it can make the
difference
• Pay a lot of attention to your call to action,
specifically for the ‘Like’ bottom
• Think of the different pages as the best way to
segment and create sub-groups


#2 Burt’s Bees Fanpage


#2 Burt’s Bees Fanpage
• A great use of photos and videos to give a
behind-the-scene view of their company and
products
• #2 Burt’s Bees Fanpage


Quiz – Entertainment & Info


Shop & Share


#3 Uno Chicago Grill


#3 Uno Chicago Grill
• How to re-create a web site on a FB page!
• How to focus even on a retailer and stress
some useful info about menu, products,
location in a very smart way – to satisfy a
specific need
• Fan of the week contest – they asked fans to
post a photo of themselves while at an Uno
restaurant - integration


# 4 Livescribe


# 4 Livescribe – Great Apps


# 4 Livescribe – Support


# 4 Livescribe – one of my favorite FB
page!
• You can buy directly from the FB page
• You can tweet about their product and post about
them on your FB wall


# 4 Livescribe – one of my favorite FB
page!
• FB is more than a fans page it can be:
– E-shop
– Support after sales
– Education
– Entertainment
– Apps
– Sharing
– Tweet
– …..and a lot more!

# 5 Bulgari – this is also a good one!


# 6 Toy Story 3 – Fun!


# 6 Toy Story 3 – Order now!


# 6 Toy Story 3
• Another good example of:
- Fun for everyone but segmentation
- Order online and integration with retailers
online and offline
- Apps “Tickets together”: to buy tickets to go
to the theater on FB!


# 7 Coca Cola


# 7 Coca Cola
• Another good example of:
- Innovative promotions
- Fun and interactive features
- Create your-own fan page, go viral


# 8 Oreo


# 9 Jones Soda


Jones Soda – Micro Site


Jones Soda – Great Discussions
Group


Jones Soda – Great Video Channel


# 10 Travel Channel


# 10 Travel Channel – Great
Welcome Page


#2: How do I best manage my time
with social media?
• How much daily time do successful marketers
spend on social media marketing?
• How do I overcome the objections of those
who say they don't have time for social media
marketing?
• How does an organization avoid becoming
overwhelmed by the demands of social
media?


Use of social media marketing
• 91% marketers do

• And a significant 65%
have just started either
now or few months ago


Time committment for social
media marketing
56% marketers spend 6 hours or more each
week; 30% for 11 hours or more


Age factor
People age 20 to 29
spend the most
time using social
media marketing


#3: How do I reach my target markets
with social media?
• How do companies use social media
marketing to attract and retain consumers?
• How do I use social media marketing to target
geographic audiences?
• How does social media marketing help brick-
and-mortar retail stores?
• How do I best use social media marketing to
target small niche markets?

Remember your personas..


#4: How do I generate traffic and
leads using social media?
• How do I obtain qualified subscribers to our
blog, newsletter and/or Twitter feed?
• How do I reach a large audience, outside of
my current contacts, and get them to
respond?
• How do I drive more traffic to our website
using social media marketing?


Listen
• The best way to understand how to recruit the
right people and bring them to your FB page
or to your community or even to your web site
is to listen to their conversations in the digital
space….


New tools to listen


The second way to bring the right
people on board is to…
• Work hard on SEO (and be patient last trend
on Google is to take 6 months to read your tag
and meta tag…)
• Invest in Digital PR (bloggers activation,
community engagement, online editorial
outreach, FB contest…)
• Partnership with others web sites,
associations, etc. > you want them to put your
link on their web site…

#5: How do I implement social media
tactics?
• Can you provide a comprehensive guide for
how to use all the tools?
• How do I fully integrate mobile?
• How do I enhance our Facebook fan page?
• How do I put those handy social media icons
at the bottom of my blog post?


Commonly used social media tools


Commonly used social media tools
• Twitter, FB, LinkedIn and blogs are the top 4
social media tools used by marketers in US in
2010
• In 2009 FB was in fourth place and blogs were
in second place…
• Small business are most liklely to use LinkedIn
to build their network


Tools used B2B vs B2C


#6: What are the latest social media
trends?
• What can we expect in the next three years?
Will social media converge or will there be
more divergence?
• Is social media here to stay or is it just a fad?
• How do I stay current with all the changes?
• What's the next "big thing" in social media
marketing?


Blogs


Facebook


You Tube / Video


Twitter


Forums


New tools:
• StumbleUpon, Digg, Reddit, Mixx
• Social Bookmarking
• Ning site
• Mobile Smartphone & Apps


StumbleUpon.com


Mixx.com


Find relevant conversations


Social Bookmarking
• Il social bookmarking è un servizio basato sul
web, dove vengono resi disponibili elenchi di
segnalibri (bookmark) creati dagli utenti.
• Questi elenchi sono liberamente consultabili e
condivisibili con gli altri utenti appartenenti
alla stessa comunità virtuale.
Wikipedia.com


Social bookmarking – Digg.com


Siti Social Bookmarketing Italiani
• Del.ico.us • Pliggalo
• Diggita • Rankalo
• Digo • SegnaloAlice
• FaiInformazione • Social Planet News
• Groggit • Squic
• NotizieFlash • SuGiu
• OkNotizie • TechNotizie
• PiiROS • TuttoBlog
• Pligg • UpNews
• Wikio


Mobile Trends


Mobile- Areas of interest


#7: How do I get started?
• What are the steps to building a strong social
media platform for my business?
• How do I get it all set up if I'm not very tech-
savvy?
• Is there a way to dabble with a blog without
committing to one?
• What are the dos and don'ts when I'm first
getting started?

First step
• Define what’s your goal + objectives and strategies
• Analyze what you are doing online
• Set a process and how you want to reach your
objectives
• Find a good partner
• Integrate with your traditional activities
• Involved the company
• Study…


#8: How do I integrate my social
media activities?
• How do I tie all the applications together to
get the best results?
• How do I best keep my social media efforts
organized and linked?
• What are the best tools to use to coordinate
social media efforts while still being true to
the social norms of each platform?
• Is there a program or system for pulling all
these technologies into one platform?

Uniqlo – Case Study
• Uniqlo is a company known for marketing innovation
in the digital space.
• Each year, their new fashion lines are launched
globally with a campaign of simple, but highly
engaging digital content.
• Uniqlo is an inherent global brand that has been built
using digital media. By relying music, imagery,
design, dance, shapes and forms they can create a
campaign once and use it everywhere.
• They are effectively using the Web as their global
marketing medium.


How to integrate & grow
• “Fans First” will continue to be our compass
• Continue building Common Solutions to
Amplify online and leverage offline
• Different Global & Local campaigns
• More Brands on More Platforms
• We will continue to Test, Learn, Share, SCALE
& REPEAT…Again, and Again, and Again


#9: How do I evaluate the advantages
and disadvantages of each platform?

• How do I evaluate which site will be most
effective when marketing my business?
• How do I assess the value of the latest tools
(social bookmarking, StumbleUpon, or
whatever) and learn to use and integrate them
with my existing strategies?
• What are the social norms for using Facebook
for marketing?


#10: How do I measure social media
return on investment?
• How can I tell a convincing story to management
about the return on investment for social media
marketing?
• What are the key metrics to follow for measuring
return on investment in terms of customer
satisfaction, revenues and brand loyalty?
• How effective is social media versus the resources
needed to maintain the effort?
• Are there any industry benchmarks that track the
impact of social media marketing?


Benefits of social media

• Helped me to close business (73.8% of
marketers who have been using social media
for +2 years)
– B2B more (51.3%) than consumers (44.9%)
– Small business (57.8%)


Benefits of social media

• Generated exposure for my business
• Resulted in new business partnerships
• Generated qualified leads
• Reduced my overall marketing expenses
– The main financial cost of social media marketing is the time it takes to
gain success
• Helped us rise in the search ranking (reputation)
• Increased my database (traffic/subscribers, etc.)


Benefits of social media marketing
• The number-one benefit is gaining all-important eyeball
• Increase in serach engine rankings
• Qualified leads


Helped me close business
• 73.8% marketers who have been using social
media report it has helped them close
business


Measurement Foundation

Business
CRM
Intelligence

Sales Analytics

ROI


Business Challenge
• Corporate culture
• Customer information
– Sales data
– Customer research
• Managing expectations
– Time frame, budget, capabilities
• Department fragmentation
• Semantics
– What is ROI?


Technology Challenge
• Customer tracking
– Social networks and over time
• Data and analytics
– Managed by multiple parties
– How do you get all the data and make
analytics/data platforms talk to each other?
• Making sense of the data
– Interpreting results from various data sources


How to measure

• numero di fan
• costo per fan
• owned media value
• earned media value
• fan click through to sales lead
• fan engagement
• social conversation volume
• sentiment


How to measure
• tasso di reclutamento o acquisizione nuovi utenti
• retention (tasso di trattenimento): quanti utenti restano e
continuano a partecipare
• tasso di fidelizzazione: utenti che diventano fan e
ambasciatori legandosi al brand e all’azienda, aiutando il
percorso di buzz e di influenza su altre persone come loro.
• Questi parametri sono inseriti in Google Analytics e in altri
strumenti che se confrontati con il proprio database di
marketing e incrociati con i dati di vendita, possono aiutare a
costruire dei Key Performance Indicators per il piano di
marketing digitale.


In Italia tipicamente si misura…
• aumento in brand equity e fidelizzazione
• aumento della notorietà del brand
• aumento della soddisfazione dei clienti
• customer care più efficiente
• aumento delle vendite
• informazioni in tempo reale sui/dai clienti
• PR più efficaci
• azioni mirate e rilevanti

Remember the objective…


Contact Info
• Paola Peretti
• Cell 334.7510791
• Paola.peretti@yahoo.com


Paola Peretti - "Digital convergence"

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