This guide is produced free by the Institute of Creative and Cultural Entrepreneurship. It is for Artists, Start-ups, Charities and Cultural Entrepreneurs. It offers a powerful and unique human perspective on digital marketing and the power of social media.
This guide is produced free by the Institute of Creative and Cultural Entrepreneurship. It is for Artists, Start-ups, Charities and Cultural Entrepreneurs. It offers a powerful and unique human perspective on digital marketing and the power of social media.
Is native advertising something new, or just a new name? Is it the same as content marketing? How does it relate to social media marketing? Does native advertising work? Does it have negative consequences for society?Should native advertisement be deregulated, or should it be more seriously regulated?
Digital Fundraising 101 - As presented by Liz Murphy, RedEngine Digital, Debbie Young, The Engage Group, Heather Marsh, ABD Direct and Peter Kaizer, Digital Consultant
Basics of Social Media for Business, a continuing education class and the first step in the Social Media Certificate at Southeastern Community College's Center for Business.
The Internet is wide open to you and your business. Jacqueline Gordon
While the major corporations throw millions of dollars at billboards and TV ads trying to gain the eyeballs of the average population, you can quickly and easily corner a very specialized niche market of your own.
Here are a few ways you can produce immediate breakthroughs on your website. Check out our latest eBook to find great ways to produce breakthroughs for your web business! http://www.marketingrt.com/index.php/coffee-break/downloads
You’ve heard of social media, you have a Facebook account, and you may have even delved into the world of tweeting, but are these social medial tools utilized to help jumpstart word of mouth buzz and traffic for your website and business? Learning social media can mean the difference between millions of views. Combining the powerhouse of social media makes your business more relevant, more watched and more successful.
China is considered home to the world's factories, manufacturing everything from zippers to photovoltaic cells and with its population of over 1.3 billion and booming economy, consumerism is on the rise, too. But lets peak into the hidden layer of China's unique blend of creativity and tech innovation. There's the Shanzhai phenomenon - unique to China but even more interesting is looking at how Chinese consumers use technology differently, creating and combining platforms to suit the demands of a generation bred on instant gratification and constant connectivity.
In today’s connected culture, earning and maintaining attention is hard.
Funnels and channels are out of date and irrelevant. Digital is no longer about reach or exposure. Or, it is, but not just about that. Reach is the beginning. Digital success is all about ‘what’s next.’
Building relationships is about humanity: People respond to being asked for help.. It’s no longer about attention or loyalty, its about a shared sense of purpose. From Tom’s to Patagonia, mission is key.
Caleb Gardner, Digital Director of Organizing For Action, is strategist behind President Obama’s digital relationship-building operation. He joins Barefoot Proximity’s strategist Craig Heimbuch for a discussion about the nature of relationships between people and brands and why digital success means behaving more like humans than marketers.
1. How should marketers and movements think about strategy in today’s digital climate? Do traditional funnels and channel thinking still matter?
2. Why is asking for help more important than offering something for free? And how does digital ubiquity make it easier to create real relationships at scale?
3. Why does reach matter less than depth? How can brands and movements benefit from the thinking that 60M followers don’t matter?
Find out the answer to these questions in BBDO + Proximity's presentation, "Human Nature @Scale."
This checklist contains 22 tactics for generating leads, from Direct Mail to Facebook Ads. You'll be able to use these tactics whether you're a small business, entrepreneur, or affiliate marketer.
White space. White space. White space. White space. White space. White space. White space. White space. White space. White space. White space. White space. White space. White space. White space. White space. White space. White space. White space. White space. White space. White space. White space. White space. White space. White space. White space.
This is a presentation I give to marketers who are using traditional methodologies to "communicate" with their core audiences. The purpose of this presentation is to educate and introduce traditional marketers and advertisers to the new consumer truths as well as educate them on the basics of interactive marketing and creative standards that fuel consumers conversations.
This is also used as a 101 to traditional agencies that are trying to build a digital culture with in their discipline sets.
Creating value with Content: the Future Of Marketing & Advertising, by Gerd L...Gerd Leonhard
These are the slides from my presentation in Sydney, August 18, see http://bit.ly/l6NZH
From the event description: "Futurist Gerd Leonhard will talk about the key trends and developments from around the globe, depict the most likely scenarios in the next 3-5 years, and describe opportunities that will arise from the global change to a networked and fully converged ecosystem of Content & Media, Marketing and Advertising"
Some high-lights:
* We are only beginning to understand the huge shift from disconnectePicture 20d to connected 'consumers'
* Connected people act / consume / behave / communicate VERY differently
* Mobile broadband-powered content sharing is going to reset the content industries
* The disruption has only just begun
* Captive consumers are rapidly vanishing
* Advertising and marketing as we knew it is no longer going to work
* Advertising IS CONTENT
What does it take to succeed in 2014? Not to scare you, but this year's gonna be a doozy. From tiny consumer attention spans (they're down to 8 seconds now) to social media overload, social marketers have a tough year ahead.
Luckily, there's hope! Our free Survival Guide is your roadmap to the biggest obstacles facing social marketers this year. You’ll learn:
- The eight major obstacles facing social marketers in 2014
- Why each obstacle is really an opportunity in disguise
- 47 (count ‘em – 47!) actionable steps you can take right now
Is native advertising something new, or just a new name? Is it the same as content marketing? How does it relate to social media marketing? Does native advertising work? Does it have negative consequences for society?Should native advertisement be deregulated, or should it be more seriously regulated?
Digital Fundraising 101 - As presented by Liz Murphy, RedEngine Digital, Debbie Young, The Engage Group, Heather Marsh, ABD Direct and Peter Kaizer, Digital Consultant
Basics of Social Media for Business, a continuing education class and the first step in the Social Media Certificate at Southeastern Community College's Center for Business.
The Internet is wide open to you and your business. Jacqueline Gordon
While the major corporations throw millions of dollars at billboards and TV ads trying to gain the eyeballs of the average population, you can quickly and easily corner a very specialized niche market of your own.
Here are a few ways you can produce immediate breakthroughs on your website. Check out our latest eBook to find great ways to produce breakthroughs for your web business! http://www.marketingrt.com/index.php/coffee-break/downloads
You’ve heard of social media, you have a Facebook account, and you may have even delved into the world of tweeting, but are these social medial tools utilized to help jumpstart word of mouth buzz and traffic for your website and business? Learning social media can mean the difference between millions of views. Combining the powerhouse of social media makes your business more relevant, more watched and more successful.
China is considered home to the world's factories, manufacturing everything from zippers to photovoltaic cells and with its population of over 1.3 billion and booming economy, consumerism is on the rise, too. But lets peak into the hidden layer of China's unique blend of creativity and tech innovation. There's the Shanzhai phenomenon - unique to China but even more interesting is looking at how Chinese consumers use technology differently, creating and combining platforms to suit the demands of a generation bred on instant gratification and constant connectivity.
In today’s connected culture, earning and maintaining attention is hard.
Funnels and channels are out of date and irrelevant. Digital is no longer about reach or exposure. Or, it is, but not just about that. Reach is the beginning. Digital success is all about ‘what’s next.’
Building relationships is about humanity: People respond to being asked for help.. It’s no longer about attention or loyalty, its about a shared sense of purpose. From Tom’s to Patagonia, mission is key.
Caleb Gardner, Digital Director of Organizing For Action, is strategist behind President Obama’s digital relationship-building operation. He joins Barefoot Proximity’s strategist Craig Heimbuch for a discussion about the nature of relationships between people and brands and why digital success means behaving more like humans than marketers.
1. How should marketers and movements think about strategy in today’s digital climate? Do traditional funnels and channel thinking still matter?
2. Why is asking for help more important than offering something for free? And how does digital ubiquity make it easier to create real relationships at scale?
3. Why does reach matter less than depth? How can brands and movements benefit from the thinking that 60M followers don’t matter?
Find out the answer to these questions in BBDO + Proximity's presentation, "Human Nature @Scale."
This checklist contains 22 tactics for generating leads, from Direct Mail to Facebook Ads. You'll be able to use these tactics whether you're a small business, entrepreneur, or affiliate marketer.
White space. White space. White space. White space. White space. White space. White space. White space. White space. White space. White space. White space. White space. White space. White space. White space. White space. White space. White space. White space. White space. White space. White space. White space. White space. White space. White space.
This is a presentation I give to marketers who are using traditional methodologies to "communicate" with their core audiences. The purpose of this presentation is to educate and introduce traditional marketers and advertisers to the new consumer truths as well as educate them on the basics of interactive marketing and creative standards that fuel consumers conversations.
This is also used as a 101 to traditional agencies that are trying to build a digital culture with in their discipline sets.
Creating value with Content: the Future Of Marketing & Advertising, by Gerd L...Gerd Leonhard
These are the slides from my presentation in Sydney, August 18, see http://bit.ly/l6NZH
From the event description: "Futurist Gerd Leonhard will talk about the key trends and developments from around the globe, depict the most likely scenarios in the next 3-5 years, and describe opportunities that will arise from the global change to a networked and fully converged ecosystem of Content & Media, Marketing and Advertising"
Some high-lights:
* We are only beginning to understand the huge shift from disconnectePicture 20d to connected 'consumers'
* Connected people act / consume / behave / communicate VERY differently
* Mobile broadband-powered content sharing is going to reset the content industries
* The disruption has only just begun
* Captive consumers are rapidly vanishing
* Advertising and marketing as we knew it is no longer going to work
* Advertising IS CONTENT
What does it take to succeed in 2014? Not to scare you, but this year's gonna be a doozy. From tiny consumer attention spans (they're down to 8 seconds now) to social media overload, social marketers have a tough year ahead.
Luckily, there's hope! Our free Survival Guide is your roadmap to the biggest obstacles facing social marketers this year. You’ll learn:
- The eight major obstacles facing social marketers in 2014
- Why each obstacle is really an opportunity in disguise
- 47 (count ‘em – 47!) actionable steps you can take right now
This is a presentation on social media marketing based around answering these key questions:
1) How is social media different from traditional media?
2) What tactics make sense for businesses?
3) Where to start to build a strategy?
A class presentation for a project in Management Information Systems class at Miami University. The client, new to the realm of social networking, was exploring options for family-friendly sites and network ideas. I was presented with the challenge of reviewing a current social network (ExpertVillage) and then making a recommendation of whether the firm should pursue a buy-out, or develop their own network. In the following slides, my team's recommendation's and findings are documented. Our proposed new venture is The Front Porch, a mix of social networking and social video site that seeks to gather families around meaningful activities that encourage growth and learning.
Make Your Website Work for You, March 27, 2009abcboston
With the potential of technology to reach a much larger audience quickly and inexpensively, more and more organizations are using an online presence to reach donors, members, customers, volunteers and supporters.
Digital Marketing Course Week 7: Social Media MarketingAyca Turhan
Seventh week slides of eMarketing Course at Hacettepe University taught by Ayca Turhan.
Topics covered within the presentation include:
Social Media Channels
Virality
Social Media Marketing Strategies
For more please visit: www.aycaturhan.com/man423
Social Media for Small Businesses: What Blogs, Forums and Social Networks Can...PR 20/20
Presentation originally given at the 2008 COSE Small Business Conference in Cleveland on Oct. 22, and then to the Cleveland Digital Publishing Users Group on Oct. 30. Audio to come.
Social Media 101: Understanding Social Media Channels, Demographics, and UsageDebra Askanase
When should you use Facebook? Should you create a page, a group, or both? These and other questions will be addressed in this overview of the most popular social media channels for business. It includes a definition of social media, current demographics and use data, an overview of the most popular US social media channels, and how to choose the right platform for your audience.
Great discussion of the following: Overview of Social Media B2B, some compelling stats, case studies, how-tos for content strategy, Facebook, twitter, YouTube, LinkedIn and blogs!
Similar to Social Media Overview&Case Studies V1.5 (20)
GraphRAG is All You need? LLM & Knowledge GraphGuy Korland
Guy Korland, CEO and Co-founder of FalkorDB, will review two articles on the integration of language models with knowledge graphs.
1. Unifying Large Language Models and Knowledge Graphs: A Roadmap.
https://arxiv.org/abs/2306.08302
2. Microsoft Research's GraphRAG paper and a review paper on various uses of knowledge graphs:
https://www.microsoft.com/en-us/research/blog/graphrag-unlocking-llm-discovery-on-narrative-private-data/
SAP Sapphire 2024 - ASUG301 building better apps with SAP Fiori.pdfPeter Spielvogel
Building better applications for business users with SAP Fiori.
• What is SAP Fiori and why it matters to you
• How a better user experience drives measurable business benefits
• How to get started with SAP Fiori today
• How SAP Fiori elements accelerates application development
• How SAP Build Code includes SAP Fiori tools and other generative artificial intelligence capabilities
• How SAP Fiori paves the way for using AI in SAP apps
Welcome to the first live UiPath Community Day Dubai! Join us for this unique occasion to meet our local and global UiPath Community and leaders. You will get a full view of the MEA region's automation landscape and the AI Powered automation technology capabilities of UiPath. Also, hosted by our local partners Marc Ellis, you will enjoy a half-day packed with industry insights and automation peers networking.
📕 Curious on our agenda? Wait no more!
10:00 Welcome note - UiPath Community in Dubai
Lovely Sinha, UiPath Community Chapter Leader, UiPath MVPx3, Hyper-automation Consultant, First Abu Dhabi Bank
10:20 A UiPath cross-region MEA overview
Ashraf El Zarka, VP and Managing Director MEA, UiPath
10:35: Customer Success Journey
Deepthi Deepak, Head of Intelligent Automation CoE, First Abu Dhabi Bank
11:15 The UiPath approach to GenAI with our three principles: improve accuracy, supercharge productivity, and automate more
Boris Krumrey, Global VP, Automation Innovation, UiPath
12:15 To discover how Marc Ellis leverages tech-driven solutions in recruitment and managed services.
Brendan Lingam, Director of Sales and Business Development, Marc Ellis
Pushing the limits of ePRTC: 100ns holdover for 100 daysAdtran
At WSTS 2024, Alon Stern explored the topic of parametric holdover and explained how recent research findings can be implemented in real-world PNT networks to achieve 100 nanoseconds of accuracy for up to 100 days.
Epistemic Interaction - tuning interfaces to provide information for AI supportAlan Dix
Paper presented at SYNERGY workshop at AVI 2024, Genoa, Italy. 3rd June 2024
https://alandix.com/academic/papers/synergy2024-epistemic/
As machine learning integrates deeper into human-computer interactions, the concept of epistemic interaction emerges, aiming to refine these interactions to enhance system adaptability. This approach encourages minor, intentional adjustments in user behaviour to enrich the data available for system learning. This paper introduces epistemic interaction within the context of human-system communication, illustrating how deliberate interaction design can improve system understanding and adaptation. Through concrete examples, we demonstrate the potential of epistemic interaction to significantly advance human-computer interaction by leveraging intuitive human communication strategies to inform system design and functionality, offering a novel pathway for enriching user-system engagements.
Encryption in Microsoft 365 - ExpertsLive Netherlands 2024Albert Hoitingh
In this session I delve into the encryption technology used in Microsoft 365 and Microsoft Purview. Including the concepts of Customer Key and Double Key Encryption.
LF Energy Webinar: Electrical Grid Modelling and Simulation Through PowSyBl -...DanBrown980551
Do you want to learn how to model and simulate an electrical network from scratch in under an hour?
Then welcome to this PowSyBl workshop, hosted by Rte, the French Transmission System Operator (TSO)!
During the webinar, you will discover the PowSyBl ecosystem as well as handle and study an electrical network through an interactive Python notebook.
PowSyBl is an open source project hosted by LF Energy, which offers a comprehensive set of features for electrical grid modelling and simulation. Among other advanced features, PowSyBl provides:
- A fully editable and extendable library for grid component modelling;
- Visualization tools to display your network;
- Grid simulation tools, such as power flows, security analyses (with or without remedial actions) and sensitivity analyses;
The framework is mostly written in Java, with a Python binding so that Python developers can access PowSyBl functionalities as well.
What you will learn during the webinar:
- For beginners: discover PowSyBl's functionalities through a quick general presentation and the notebook, without needing any expert coding skills;
- For advanced developers: master the skills to efficiently apply PowSyBl functionalities to your real-world scenarios.
Removing Uninteresting Bytes in Software FuzzingAftab Hussain
Imagine a world where software fuzzing, the process of mutating bytes in test seeds to uncover hidden and erroneous program behaviors, becomes faster and more effective. A lot depends on the initial seeds, which can significantly dictate the trajectory of a fuzzing campaign, particularly in terms of how long it takes to uncover interesting behaviour in your code. We introduce DIAR, a technique designed to speedup fuzzing campaigns by pinpointing and eliminating those uninteresting bytes in the seeds. Picture this: instead of wasting valuable resources on meaningless mutations in large, bloated seeds, DIAR removes the unnecessary bytes, streamlining the entire process.
In this work, we equipped AFL, a popular fuzzer, with DIAR and examined two critical Linux libraries -- Libxml's xmllint, a tool for parsing xml documents, and Binutil's readelf, an essential debugging and security analysis command-line tool used to display detailed information about ELF (Executable and Linkable Format). Our preliminary results show that AFL+DIAR does not only discover new paths more quickly but also achieves higher coverage overall. This work thus showcases how starting with lean and optimized seeds can lead to faster, more comprehensive fuzzing campaigns -- and DIAR helps you find such seeds.
- These are slides of the talk given at IEEE International Conference on Software Testing Verification and Validation Workshop, ICSTW 2022.
State of ICS and IoT Cyber Threat Landscape Report 2024 previewPrayukth K V
The IoT and OT threat landscape report has been prepared by the Threat Research Team at Sectrio using data from Sectrio, cyber threat intelligence farming facilities spread across over 85 cities around the world. In addition, Sectrio also runs AI-based advanced threat and payload engagement facilities that serve as sinks to attract and engage sophisticated threat actors, and newer malware including new variants and latent threats that are at an earlier stage of development.
The latest edition of the OT/ICS and IoT security Threat Landscape Report 2024 also covers:
State of global ICS asset and network exposure
Sectoral targets and attacks as well as the cost of ransom
Global APT activity, AI usage, actor and tactic profiles, and implications
Rise in volumes of AI-powered cyberattacks
Major cyber events in 2024
Malware and malicious payload trends
Cyberattack types and targets
Vulnerability exploit attempts on CVEs
Attacks on counties – USA
Expansion of bot farms – how, where, and why
In-depth analysis of the cyber threat landscape across North America, South America, Europe, APAC, and the Middle East
Why are attacks on smart factories rising?
Cyber risk predictions
Axis of attacks – Europe
Systemic attacks in the Middle East
Download the full report from here:
https://sectrio.com/resources/ot-threat-landscape-reports/sectrio-releases-ot-ics-and-iot-security-threat-landscape-report-2024/
A tale of scale & speed: How the US Navy is enabling software delivery from l...sonjaschweigert1
Rapid and secure feature delivery is a goal across every application team and every branch of the DoD. The Navy’s DevSecOps platform, Party Barge, has achieved:
- Reduction in onboarding time from 5 weeks to 1 day
- Improved developer experience and productivity through actionable findings and reduction of false positives
- Maintenance of superior security standards and inherent policy enforcement with Authorization to Operate (ATO)
Development teams can ship efficiently and ensure applications are cyber ready for Navy Authorizing Officials (AOs). In this webinar, Sigma Defense and Anchore will give attendees a look behind the scenes and demo secure pipeline automation and security artifacts that speed up application ATO and time to production.
We will cover:
- How to remove silos in DevSecOps
- How to build efficient development pipeline roles and component templates
- How to deliver security artifacts that matter for ATO’s (SBOMs, vulnerability reports, and policy evidence)
- How to streamline operations with automated policy checks on container images
Securing your Kubernetes cluster_ a step-by-step guide to success !KatiaHIMEUR1
Today, after several years of existence, an extremely active community and an ultra-dynamic ecosystem, Kubernetes has established itself as the de facto standard in container orchestration. Thanks to a wide range of managed services, it has never been so easy to set up a ready-to-use Kubernetes cluster.
However, this ease of use means that the subject of security in Kubernetes is often left for later, or even neglected. This exposes companies to significant risks.
In this talk, I'll show you step-by-step how to secure your Kubernetes cluster for greater peace of mind and reliability.
The Art of the Pitch: WordPress Relationships and SalesLaura Byrne
Clients don’t know what they don’t know. What web solutions are right for them? How does WordPress come into the picture? How do you make sure you understand scope and timeline? What do you do if sometime changes?
All these questions and more will be explored as we talk about matching clients’ needs with what your agency offers without pulling teeth or pulling your hair out. Practical tips, and strategies for successful relationship building that leads to closing the deal.
In his public lecture, Christian Timmerer provides insights into the fascinating history of video streaming, starting from its humble beginnings before YouTube to the groundbreaking technologies that now dominate platforms like Netflix and ORF ON. Timmerer also presents provocative contributions of his own that have significantly influenced the industry. He concludes by looking at future challenges and invites the audience to join in a discussion.
Dev Dives: Train smarter, not harder – active learning and UiPath LLMs for do...UiPathCommunity
💥 Speed, accuracy, and scaling – discover the superpowers of GenAI in action with UiPath Document Understanding and Communications Mining™:
See how to accelerate model training and optimize model performance with active learning
Learn about the latest enhancements to out-of-the-box document processing – with little to no training required
Get an exclusive demo of the new family of UiPath LLMs – GenAI models specialized for processing different types of documents and messages
This is a hands-on session specifically designed for automation developers and AI enthusiasts seeking to enhance their knowledge in leveraging the latest intelligent document processing capabilities offered by UiPath.
Speakers:
👨🏫 Andras Palfi, Senior Product Manager, UiPath
👩🏫 Lenka Dulovicova, Product Program Manager, UiPath
3. Quick overview of social media
• The use of Technology to:
– Develop, enable and be part of communities
• Internally and externally for organisations
– Create and share content and information
– Engage in conversations and extend social networks
– Connect with people and groups
– Listen and participate in discussions, threads and
develop ideas and relationships with others
– Learn from others
5. Business & Social media
• Listening
– Crucial to hear what the public is saying about you
• Engage with Customers
– Once you know what they’re saying and what platforms they are saying it from –
you can then interact with them
• Benefits
– Build real communities online
– Build long lasting relationships and trust with customers
– Reduce customer acquisition costs
– Increase customer retentions
– Instant polling and research opportunity with customers
• Cost
– Initial set-up costs are relatively low – reduced production and media purchase
spend
– Main overhead is personnel resource & time
7. Elements of a social media campaign
• Essentials of a successful campaign
– Know your target audience
– Plan goals and aims of campaign
– Prepare internal organisation for impact of social media
– Identify stakeholders and task them with ownership
– Pick platforms and tools that relate to your identified
audience
– Implement a pilot programme and monitor and analyse
campaign progress
– Revise approach and campaign based on feedback
– Roll-out on different platforms and business areas
incrementally
8. Implementing a social media campaign
• Benchmark existing stats
– Current site statistics
– Twitter followers, Facebook fans, Digg Links, existing traffic etc..
– Identify SEO rankings, referrals from sites, customer satisfaction
scores
– Quantify ROI benchmarks – customer acquisition, advertising spend
per channel
• Design and develop the campaign
– Decide on channels
– Stakeholders
– Expectations
– Pilots
– Revision points
– Monitoring process
– Engagement process
9. Metrics that can be measured
• Traffic
– Traffic volumes, PPC, Organic, sources, keywords, affiliates, time spent on
site, bounce rates etc..
• Levels of Interaction
– Comments etc… - engaged customers are quality customers
• Sales
– Targeted Landing pages for specific channels (Dell generated 1.5M sales on twitter
in 18 months)
• Leads/Conversions
– If not possible to convert online – therefore create other mesaurable conversions
• Links
– Video links – Tagged: YouTube, Vimeo, Blip.tv
– Blog Links – trackbacks, comments, direct references
– Digg Links
• Brand Metrics
– Positive Brand Associations
– Word of Mouth
– Brand Awareness
– Propensity to Buy
– Brand Recall
11. Internal usage of social media
• Enables Collaboration and Content Generation
– Manage knowledge, share best practices & communicate
and co-ordinate company/project activities
– Solicit expert advice from internal and external sources
• Enables Expert Community Building
– Create large scale expert distributed communities
– Communicate externally about product development
– Brand building and marketing development
• Making use of information markets and resources
– Broad participation in strategic development and ideas
generation – both internally and externally
14. Social Networking Sites
• Bebo
– Age group 14 yrs – 20 yrs
– Entertainment based
– Very effective – but campaign must engage with users
– Social capital rewards
– User generated content
– Incentives
• MySpace
– Age group 16 yrs – 24 Yrs
– Like Bebo, media and entertainment based
– Jan 09 - 124 M unique users – 2% declne in traffic (Comscoore)
– 81 Million Users (3% Drop in users over 2008 – Nielsen)
– More Music based (historically – but becoming Open platform)
– Campaign success depends on level of engagement with users
15. Facebook
• Functional social networking platform more so than Bebo and MySpace
– Emphasis is on Communicating with Friends
• Most users regardless of numbers of friends engage with est. 30 users
– Largest Social Networking site
– Jan 09 – 276 million unique users – increase of 16.6 % (Comscore)
– In UK – est. 47% online community use Facebook
• Fastest growing user-base is 35-49 Age cohort
– Now attracting twice as many users as MySpace (TechCrunch)
– Is the fastest growing SocNet at present
• in terms of number of users – twitter growing at 1400% over last 12 months
– Less advertising friendly than Bebo and MySpace (Nielsen)
– Businesses can create fan, product or group pages (re-worked recently – early March
09)
– Main markets in North America and Europe
– Interestingly, due to cultural and linguistic (as well as regulatory challenges) domestic
networks dominate in China and Japan
• 51 in China
• Mixi in Japan
• Orkut 29 times more popular than Facebook in Brazil
16. Micro-blogging: Twitter
• Excellent B2B and B2C networking tool
• Great potential for building relationships
– Directly with customers
– Good examples Zappos, Dell, Comcast
• Good listening tool
– What is being said about you and most importantly are you hearing
it?
• Easy to engage with customers
– Reach out to them and resolve issues and improve service to them
– Opportunity to convey a personal dimension rather than marketing
speak
• Becoming mainstream but still only 10 million unique users
– 1400% growth over past 12 months
17. Video Sites
• Very useful marketing tool
– BlendTec and Diet Coke/Mentos
– User-generated content
• Run competitions for customers to build content
(see Pat The Baker example)
• Extending digital footprint and brand-building
purposes
– Create engaging content, tag videos with keywords
and distribute on a wide network
– Post all content and video blogs on your website and
distribute on free video sharing sites
18. Social Bookmarking & RSS
• Add Bookmark Buttons to sites
– Sociable, AddThis, Share are widely used
• Link all social profiles from website
– Twitter, Facebook, FriendFeed, GetSatisfaction.com, YouT
ube, MySpace, Bebo, Slideshare.net etc.
• Ensure that RSS is enabled
– Feedburner, GoogleReader, MyYahoo, NetVibes
• Add rating and individual bookmark buttons
– Digg, Technorati, Reddit, StumbleUpon, Delicious
• Yahoo Pipes
– RSS and Lifestream aggregator
19. Blogging
• Common Blogging Platforms
– WordPress, Type Pad, Bloggers, Blogspot
• Excellent way of engaging with readers
– Inform followers what is of interest to you
• Can use an informal style
– Show human face of organisation
• Participate in wider conversations
– Leave comments, interact, generate interest, etc..
• Search Engines
– Love regularly updated content
• Now MNCs are encouraging employees to Blog and
engage with social media
– IBM, Dell, Intel and Cisco
20. ListeningTools
• Using the following tools brands can listen online to what is
being said about them
– Commercial aggregated listening tools
• BuzzMetrics, TNS Cymphony, Biz360, DJ
insight, Visible, Radian6, TrackUr, BuzzLogic
– Twitter
• Twittersearch, Tweetbeep, TweetDeck
– Blogs
• BackType, Technorati, Techmeme, Disquss, GoogleBlogSearch,
WhosTalking.com, iceRocket
– Alerts
• Google Alters
– Customise Searches into RSS feeds and subscribe in RSS readers
• Using these, brands can listen to what is being said about
them and manage reputation
22. Dell Case Study
• Dell-Hell Blog
– Buzzmachine : Dell refused to engage with him - created a very
critical blog that snowballed
– Appalling publicity – made onto cover of Businessweek
• How Dell reacted
– Now Dell one of most active social media companies –
blogs, twitter, product ideas/feedback site
– Ideas Storm – Customer recommendation platform
– Encourages employees to blog and engage with tools like twitter
– Monitors brand using Visible Technologies – TruCast
• Benefits
– Improved customer service – real-time support using Twitter
– Brand Enhancement, product improvement, customer
service, employee empowerment
24. Bebo & Pat The Baker
• Unlikely brand to become a template on how to run
a social media campaign
• Engaged with their audience (very well)
– Blogs, updates, conversational, responded to comments
and questions as they happened
– User Interaction –
• Allowed and encouraged user feedback – solicited their
opinions using Polls & questionnaires
– User generated competitions
• Design related (skins, characters), video and
merchandise (T-shirts, bags)
– Social capital as well as economic rewards
26. Zappos Online Retailer
• Use social media to be
– Transparent and provide excellent customer service
• Prolific use of Twitter
– Over 400 employees use it. CEO Tony Hsieh no.1 user
• Use blogs to
– Give customers an insight into the company culture
• 75% of sales is customer repeat business
• Talk with customers
– Support them thru sales process
– Encourage them to drop by for office and warehouse tours
• Promote competitors
– If goods not available at that point in time
28. BlendTec
• Little known consumer brand (more industrial
reputation) in the US
• Decided to run some low quality videos of CEO
blending incongruous materials
– iPhone, steel tins, golf balls
• Called it WillItBlend.com – instant success
• Over 100Million views
• Now have iPhone App
• Raised profile of company in US and beyond
• Low cost and highly effective
30. Diet Coke and Mentos
• Eepy Bird experiment
– Two guys created a video mixing Mentos and Diet coke –
• Initial experiment video’ “Bellagio Fountain” Effect
– Appearances of Letterman, Today Show – articles in Wall Street Journal
and New York Times
– By September 2007 – viewed 18 million times on Revver; By 2009 – est.
120 Milllion views
– Initially Coke resisted the craze – but then embraced as took off
– Mentos (not well know in US at the time) immediately got on board –
increase in 20% of sales in 2007
– Coke is now sponsor and partner to Eepy bird – est. minimum free $10M
free advertising
– Traffic to Coke.com Doubled – Sales of Diet coke up 10%
– Now established as a Guinness Book of Record – 1360 Bottles in Leuven
Belgium
– Replicated across the world – 1000s of copycat videos
32. Skittles
• Recently turned Hompage into social webstream
– Twitter updates, Facebook page,YouTube
• Brand was hijacked initially
– Lots of puerile commentary on twitter stream (expletives etc)
• A lot of social media and marketing publicity
– More negative than positive
– However, are those who think very brave and only time will tell whether a
success or unmitigated failure
• Feeling that Skittles wanted to benefit from Social Media
– Without truly engaging
• Interesting case as to how brands should engage through web and
social media
• Highlights issue of brochure ware sites for brands
– General feeling there needs to be another form of engagement with
customers other than bland websites
34. Starbucks
• Set up a Starbucks idea site
– To register user ideas, vote on them and then implement popular
ones
• Set up a community site to engage
– With other socially minded starbucks fans - www.v2v.net
• Starbucks (Redcard)
– Do something good everyday – HELP OTHERS around the
world
• Set up http://starbucks.com/sharedplanet/
– To show commitment to the planet (green issues supporting
communities outside US)
• YouTube, Twitter, Facebook profiles
– To connect with customers
35. Nokia
• Mosh
– A Nokia site offering free safe content for phones
– Applications, games, videos, widgets etc..
• Nokia Conversations
– Blogs, news, events, future technologies, new applications, ideas and research
– Twitter, LinkedIn, Slideshare, Kyte, FriendFeed, Delicious (some of these lighty used)
• Noki WOM
– http://www.womworld.com
– Integrated Nokia infostream to Social Media platforms
• Tumblr, Twitter, Flickr, YouTube, Technorati, FriendFeed
• Discreet personalised Nokia Facebook profiles
– Luca, Jade and Anna (Europe, Japan, US based)
– Recording their lifestream on facebook
• Not without controversy
– Wieden Kennedy’s Nokia Design Competition
• Demonstrated crowd-sourcing not without issues
38. Nike
• Nike Plus
– Integrated runner and nanoPod accelerometer tracking device
– Community based training site – tracks runs, compete, train in teams
– Route Planners – worldwide
• Nike.com – training programs
– Create customised training programmes (Jordan program)
• Nike 6.0
– Community for skateboarders, X-country
bikers, surfers, BMXers, Moto, Snowboarders etc.
• NikeRunning
– Information based – sharing, connecting with others, advice
• Blogs
– Nikewomen – video training, program set-up, interviews and stories
– NikeID – customised trainers
40. Intuit Business Service Co.
• Provides customer service and advice
– Twitter, Blogs, wikis (accessed 2.7 million times) and
dedicated online advice sites
• Well crafted web2.0 site
– Embedded customer feedback channels
• Two-way transmission of information
– From customers to Accountants, Tax, Business services
etc..
• Online Peer to Peer communicatin
– Forums and Wikis
• Closed member feedback groups
– For research and very frank opinions
42. Southwest Airlines
• YouTube Channel
– Reasonably Humorous
– Tries to be transparent – company information etc..
– Mantra: Low Fares. No Hidden Fees.
• Nuts About Southwest Flickr
– 1000s of photos of planes – plane-spotter friendly
– User generated content
• SouthWest Blog
– Informal and irreverent
– Integrated YouTube, Flickr, Twitter etc..
– Best Tweet of the day – Dave the Rappin attendant
– Run regular Polls – feedback loops
• Well manned presence of Twitter
– Kudos from online community
44. Flying Dog Brewery
• “Irreverent, provocative and purposeful” interactions
• Use Twitter, Blog, Facebook and Flickr
– Chat and share sense of humour with followers
– Organise meet ups with fans and customers
– Take snap polls of customer likes and dislikes
– Engage with followers real-time on Twitter
– Show photostream on Flickr – having a good time with real
customers
– Non-sanitised interactions on their blog
• Good template on how to use social media for
small/medium sized businesses
46. Johnson & Johnson
• Organised Baby Camp – 56 influential mothers and bloggers
– Gain word of mouth infuence
– Not overtly J&J centric
– Discussing issues that matter to families
• Run babycenter.com
– Online community for Mums
– Not 100% J&J branded – competitors advertise
– Advice for Mothers
– Reflects waning influence of print and TV
• J&J health Channel
– Videos of people with real life health issues and lets them tell their stories
• Facebook – Acuminder
– Useful Application to allow you to manage vision care routine
• Facebook – ADHD
– A resource page for parents with Attention Deficit Hyperactivity Disorder (9000 fans)
• Motrin Ads caused furore with online “Mommy” Bloggers
– J&J withdrew Ads (showing mothers suffering back problems from carrying baby)
48. Walmart
• 11 Moms Blogs
– Eleven Mom Bloggers who offer advice to families
– Different types of Mom (Geek, Classy, Frugal,Domestic Diva
etc.)
– Not an overt advert for Walmart brand
– Kudos from Analyst community (Jeremiah Owyang)
• Also has difficult online relations
– Walmart Watch
– Working Families for Walmart
– Both very critical of Walmart policies
– Facebook page hacked – bad publicity around adoption of web
2.0
– Myspace campaign panned – ends after 10 weeks
– Walmarting across America – very mixed reviews
50. American Red Cross
• Bad Public reputations
– After Hurricane Katrina
• Started listening to what public was saying online about them
– Blogsearch, twitter, alerts
• Started engaging with public
– Initially started commenting to blog posts and other discussion threads and over
time embraced Twitter and Facebook etc…
• Now use Local Twitter Accounts
– Connect directly – notify people of warnings/shelters/services etc..
– Public update them of safety issues
• Use Flickr and YouTube
– So community can share worldwide photos and videos of all experiences and
activities
• Facebook Pages
– Update users with information
52. Whole Foods
• Social initiatives
– Wholefoods Foundation
– Local producer loan foundation (lends up to $10M PY)
– Engage with local communities – 5% giving days
• Social Platforms Used
– Blogs, Twitter (165,000 Followers), Facebook (52,000 fans)
• Engage with customers
– Feedback
– Customer Service
• Mediums used
– Runs competitions (videos, photos)
– Broadcast cooking video
– Photos
54. New York Times
• 60 Blogs integrated with RSS feeds
– Very broad content focus
• Created realtime share repository for NYT articles -
TimesPeople
• Links to external story sources (direct competitors)
• Facebook Profile
– Video, Photos, Comments, Individualised and local content
– Discussions
• Twitter Account
– Newsfeed
• Getting some Analyst credit since launched
TimesPeople and external links
56. Wall Street Journal
• Over 40 Blogs of wide ranging content
– Individual tone rather than journalistic
– E.g. Tracking 8 execs laid off in 2007/08
– Management, Foreign Affairs, Markets, Digital Media
etc…
• Twitter
– Mainly News Feed
• Tepid response from Analysts of social media
adoption to date
– General Gartner
59. Looking to the Future
• Using social and demographic graph information
• Single CustomerID and information
– Data Federation (user controls and owns personal
info)
• Proliferation and ubiquity of Mobile Apps
• Increased aggregation across all social
applications
• Semantic and social search
– Relate search to previous search patterns, what
friends like, registered personal information