Social Media Strategies (July 2011) at Seattle's School of Visual Concepts

www.social3i.com | Seattle Washington blog

School of Visual Concepts
Social Media Strategies and
Programs for Marketers - 101 Level

July 27, 2011
Andy Boyer & the Social3i Team

Copyright Note

The material used in this deck is a combination of content originally
created and developed by Social3i Principals, as well as content
sourced by researching social media in major search engines and
content sharing sites. Many of the slides you see here came from
other decks on Slideshare.net.

Hopefully all charts and graphs in the deck attribute the work to the
original owner, along with a link to where the content was sourced.
However, due to the widespread sharing of this deck, and the number
of edits, it is possible that some information is not accurately
attributed. We apologize for any errors, and in no way make any
claims that all of the data in this presentation is the original work of
Social3i Consulting.

If you feel your work has been unfairly distributed or represented in
this presentation, please contact andy@social3i.com
social3i Proprietary and Confidential 2

About Us
• Social3i is a small but nimble digital marketing consultancy focusing on social media
• We provide large-scale brand analysis, audience research and social marketing
programs for major global brands, small to mid-sized companies and government
organizations.
• We focus on social commerce and delivering ROI-based programs, not just brand
impressions.
• We develop content for companies of all shapes and sizes.
• Background with RealNetworks, Publicis, T-Mobile, Microsoft, Photoworks, venture-
backed startups, non-profits, and minor league baseball.
• Links:
Web: http://www.social3i.com Blog: http://www.social3i.com/blog
Twitter: @social3i Email: andy@social3i.com
Slides: www.slideshare.net/social3i Facebook: www.facebook.com/social3i

Intelligence & Ideation & Influencer Social Marketing Social
Insight Planning Marketing Program Competency
Development Training


Agenda
9:00 Section 1: Social Media 101
• What do we mean by “Social Media?”
• What is all the fuss about?

9:45 Section 2: Case Studies and Best Practices in Facebook, Twitter, YouTube & more
(Break at 10:15)

12:00 Lunch

12:30 Section 3 Building Your Social Media Program
• Audience Identification
• Buidling Channels
• Content Creation Tools and Tips
• Distribution of Time, Resources, Work
• Engagement and Evaluation
2:00 Real Life Examples: @MsBeerVendor
2:30 Real Life Examples: Evonne Benedict from KING 5
3:00 Hands-On! - The team from Social3i stops by to help you with your specific questions


Resources for the class:

Delicious.com/social3i



Section 1:
SOCIAL MEDIA 101


Why Are We Here?

Video: Social Media Overview


Facebook Photo-Mania

In 2011, Facebook Users:
• Uploaded 4,300 Photos Every Second
Over New Year's Weekend
• 750 million photos total for the NYE
weekend.


Not just for kids - Parents are embracing social

Nearly half (48%) of parents add their
children as friends on Facebook or
instant messaging.


Thanks to Twitter, News Now Travels
at the Speed of Social Media

3:26 pm photo was
posted to Janis
Krum’s (@jkrums)
twitter profile

New York Times
broke the news at
3:48 pm and didn’t
post to the front
page until 4:00 pm

Page 12

The mainstream has adopted Twitter


Our Commander in Tweet


We make superstars out of anyone


How Social Helps Target Your Message

Broad
Brand
Message

Potential Customers

How Social Helps Target Your Message

Narrow,
Brand Targeted
Message

Potential Customers

Social Media is great for SEO


What Can Happen if You Don’t Have a Social Presence…



Social Media By the Numbers

Thinking Social


Marketing Budgets are Integrating Social


Thinking Social


http://www.thecollaredsheep.com/infographic-which-companies-are-the-most-social/


What are we going to talk about today?

Quiz Time: Basic Logos We Probably Know

Facebook Twitter YouTube LinkedIn Wordpress

Blogger Wikipedia Foursquare Tumblr Flickr


Making sense of everything
(The Brian Solis Flower)


The Major Players
http://www.slideshare.net/soravjain/social-media-marketing-facts?from=ss_embed


We’re not talking about this today unless you REALLY
want to…. But you should all go play with it because it’s
going to be important


A Brief Moment to Talk about Mobile and Tablets

"Nearly seven in 10 tablet owners 40% of U.S. mobile subscribers
reported spending at least 1 hour regularly browse the internet on
per day using the device, including their phone and a projected 12.5%
38% who spent over 2 hours on it. of all e-commerce transactions
And while just 28% consider it their going mobile by the end of the year,
primary computer, 77% are Mobile web traffic will surpass PC
spending less time on desktop or traffic by 2013." (60 Second
laptop PCs since they got a tablet." Marketer)
(eMarketer)

What does your web site look like on mobile devices?


Social Programs Span Across the Company

Marketing
• Understand what is being said about your brand, leverage data to
improve traditional marketing efforts

Sales
• Understand where to find more leads, and who influences your core
audiences

Research
• Crowdsource ideas faster and fill out missing pieces of data from
traditional research

Customer Service :
• Understand what issues customers are having, and where those
customers are going for solutions.



Section 2:
Case Studies and Best Practices

Hosted Community: Dell Idea Storm


http://socialmediatoday.com/pamdyer/266010/65-terrific-social-media-infographics


“Twitter Seems Dumb. Why is it so popular?”

• Ability to ping people who ordinarily wouldn’t
Access give you their phone number or email address
• Real time data - unfiltered

• Competive research
Info • Who knows who?
• Deep looks inside companies – who works there?

• Be funny
Fun • Show personality
• Talk about what you know


The Twitter Customer Service Angle:
Comcast Cares


Comcast Cares


Local Customer Support via Twitter


How Twitter is Changing Sports


My Twitter #Win


How a Single Brand Can Manage Multiple Accounts


Best Practices – Brad from Starbucks


Being Part of the Community - Canlis


Your Governor Tweets


So, who does your Governor follow?
(and why only 25 people?)


A Local Hero - @MsBeerVendor


67% of B2C companies
41% of B2B companies
Are acquiring customers through Facebook.

~30% of users are over 35
Source: Facebook.com

40% of
internet users
between 30
and 49 years
of age use
social media
every day

Fastest
growing
demographic


How the Leading Global Brands use Facebook

Anything you can do on your web page,
you can do in Facebook


Get your communtiy involved


Big brands with big budgets


Small brands with small budgets


World Park Campaign


Organization:
Cross Linking Pages Across Facebook


Engagement – Custom Tabs for Events

Comment Area
Included on Page


Using Free Apps for…YouTube Integration

See Involver.com and
NorthSocial.com

Chance to share to
your wall


Using Free Apps for…Blog Integration

Like and Share
buttons for easy
sharing


Using Free Apps for…Twitter Integration

Follow Button
included


And in small businesses, brands want to remind their
consumers that they are there


Buying Fans to Spur Awareness


“Buying” Fans

• 150k fans Day 2

• 100k fans Day 1

• Levels off`

Page 78

http://www.cartoonstock.com/lowres/dcr0587l.jpg


YouTube Channel Set Up – Cosmic Panda


YouTube – Best Job in the World


YouTube Stars


Videos *can* go from social to mainstream


And Brands might mine social for memes


Classic Campaign – Old Spice


Classic Campaign - Blendtec


How Videos Can Make Their Way into Blogs


More Fun with Video - The VW Fun Theory


Bing Jingle

Page 93

Local Company Done Good – Common Craft


Education via YouTube:
TED Conferences


Education via YouTube:
The Khan Academy


WordPress

Why Blog?
Benefits
Best Practices
Themes
Plugins

Who Blogs Well


Tumblr
http://today.tumblr.com


Tumblr - Huggies
http://highchaircritics.com/


LinkedIn Best Practices

Join Groups That Are Relevant To Your Industry

Browse The Connections You Have and Ask For Introductions

Don’t Accept Random Memberships or Invites From People

Sharing Recommendations Strengthens Your Relationships

Find a Networking Event in Your Area

http://socialmediamagic.com/blog/making-quality-linkedin-connections-5-practices/

HR Execs Use Social Channels Like Linked In


LinkedIn Signal


Tracking


LinkedIn Maps


Advertising on LinkedIn


Slideshare


Connecting LinkedIn with Slideshare


And We Still Haven’t Touched….

Flickr / Photosharing

Mobile

iPads

Apps

Yelp

Biznik

Podcasts

Ustream

Groupon / Living Social

Digg / Reddit / Stumbleupon

Etc……



Section 3: Building Your Social Marketing
Strategy and Program

Before You Get Started – Know WOMMA’s Rules

www.womma.org

It’s all about the Honesty ROI. Ethical word of mouth
marketers always strive for transparency and honesty in all
communications with consumers, with advocates, and with
those people who advocates speak to on behalf of a product.

* Honesty of Relationship – you say who you’re speaking for
* Honesty of Opinion – you say what you truly believe; you
never shill
* Honesty of Identity – you say who you are; you never falsify
your identity


Section Agenda – The ABCDE’s of Social Media

Audience Identification

Building Channels

Content Creation

Distribution (Time, Roles, Work)

Engagement


Audience Identification


Audience Identification:
Sample Persona

Jenny
Age: 13-18
Hobbies: Music, Hanging out with friends
Where she gets Info: Facebook

Jenny lives on Facebook, and on music sites like
Pandora, Grooveshark, Mog and Spotify
She wants to be the first of her friends to share
new music and concert information.
She is influenced by other trend setters, and
followed by many people who look to her for pop
culture stories.


Sample Persona

Steve
Age: 25-34
Hobbies: Technology, Workaholic
Where he gets Info: Smartphone Apps, Mobile Web

Steve is on the go. You can update your website all
you want, but he’ll never see it unless someone
sends it ot him via Twitter.
Steve can’t be reached via radio, print or direct mail.
He listens to XM when his iPod isn’t plugged into his
car stereo playing podcasts he downloaded.
When Steve isn’t working, he is working out and
exercising, buying healthy foods, and attending
networking events.


Where are you, and where can you hope to get?

The Long Term Goal:
Giving customers a say
in developing, Influence
supporting and
evangelizing your brand

Melding social into your
overall marketing program
Integrate

Enagaging with fans, followers, press,
analysts and critics
Interact

Basic benchmarking, auditing and listening to conversation
about your brand, customers & products
Interest

Develop marketing and business plans without benefit of any data or
insights generated on the social web about you or competitors
Ignore


Finding Influencers


Influencer Identification - Twitaholic


Building Channels

Be organized

Build well narrowly, then expand

Know why you are building the channel

Share work

Allow constiuents to take part


Building Channels Step 1:
Set up a dedicated email address


Building Channels (The Brian Solis Flower)


Social Media Works With Your Existing Marketing
Connecting Traditional Customer Touchpoints

Crowdsourcing
Product / information to improve
Maximizing an ad campaign Service programs and services
by extending the content to Development
channels not covered by paid
media

Searching for external
opportunities to
service customer
related issues,

Outbound Customer
PR / Advertising Support

Page 131

Twitter – Building a Profile


Finding Follows


Following who you follow follows


Using Lists


Using #Hashtags


Build your own Background in Powerpoint

1. Adjust Page Setup for
20x12.5 Landscape
2. Design your slide
3. Save the slide as a .PNG File
4. Upload the .PNG to Twitter
5. Tweak it until the layour is
right


Twitter Tool: Paper.li
http://paper.li/merrillgardens


Twitter
“Promoted Tweets are
Social Advertising – Twitter offered on a Cost-per-
Engagement (CPE) basis,
so you only pay when a
user Retweets, replies
to, clicks on or favorites
your Promoted Tweet.
Retweeted impressions
by engaged users are
free.

Just like regular Tweets,
the ones that users
engage with most tend
to be insightful,
conversational, fresh
and timely, and crafted
for sharing”


Building Channels - Facebook Page Tutorial
Profiles
• Real People
• Move around and Interact with other people OR Pages
• ONE Profile per person
• ONE Administrator
• Can have customized URL

Pages
• Stay still and have people come interact with them
• Can add features and tabs such as Twitter, YouTube, Flickr, etc….
• Can create as many Pages as you’d like
• Can share Administration
• Can Have customized URL


Create A Page
Start at http://www.facebook.com/pages/manage/


Create A Page


Create a Page


Facebook Advertising
Choose your audience by
Social Advertising – Facebook location, age and interests.

Choose to pay only when people
click (CPC) or see your ad (CPM).

Connect with more than 500
million potential customers.

Promote your Facebook Page
or website.


YouTube Content cycles

• A video on YouTube gets
50% of its views in the
first 6 days it is on the
site, according to data
from analytics
firm TubeMogul.
• After 20 days, a YouTube
video has had 75% of its
total views.
• That's a really short life
span for YouTube
videos, and it's probably
getting shorter. In 2008,
it took 14 days for a
video to get 50% of its
views and 44 days to get
75% of its views
http://www.businessinsider.com/chart-of-the-day-the-lifecycle-of-a-youtube-video-
2010-5#ixzz0vSdScBK1


Which Blog Platform is For You?

Wordpress

Blogger

Tumblr

Posterous


Content Creation Tools
Organization
• Editorial Calendar

Text
• Url Shorteners

Photos
• Photo Apps
• Slideshows
MultiMedia
• Video Production
• Animation Tools
• Podcasts


Sample Editorial Calendar
Editorial Calendar

Date Offline Sales Calls Aggregated Blog Facebook (In Twitter (In YouTube Foursquare
Event Content on addition to addition to
Web Site general replies and
discussion) discussion)

Sun 7/10
Mon 7/11
Tues 7/12
Wed 7/13
Thurs 7/14
Fri 7/15
Sat 7/16
Sun 7/17
Mon 7/18
Tues 7/19
Wed 7/20
Thurs 7/21
Fri 7/22
Sat 7/23
Sun 7/24
Mon 7/25
Tues 7/26
Wed 7/27
Thurs 7/28


Url Shorteners – Bit.ly (Goo.gl , ow.ly , etc…)


Photo Apps
Instagram

100 Cameras in 1


Flickr Slideshows


Video Slideshows - Animoto

http://animoto.com/play/yoxTJ1XQPpAsNrIpAHijag?utm_source=merrillgardens.com&utm_medium=player&utm_campaign=player


Make Videos on the fly


Distribution

Time

Budget

Roles and Responsibilities

Syndication Tools


Social Media Marketing - Time Commits
http://www.slideshare.net/soravjain/social-media-marketing-facts?from=ss_embed


Determining Level of Effort/Time/Money


Engagement and Evaluation

Listen (via Google Alerts)

Be Consistent

Share Responsibility

Participate, don’t Dictate

Respect Negative Comments

Promote Others


Twitter Tools - - Hootsuite


Twitter Tools - Hootsuite


Twitter Tools – TweetDeck


Twitter Tools – CoTweet


Twitter Tools - Seesmic


Twitter Tools: www.twilert.com


Twitter Tools: Twitter Counter


Klout


TwitSprout


TwitCleaner


Analysis: What to Measure


Radian6 – Best for the Enterprise

Pros: Largest company reviewed by Forrester.
• Easy to use widget based dashboards
• Real-time data can be configured to listen and
respond to UGC posts as they happen.
• Tracks established social media KPI’s
(volume, engagement and sentiment) with
automated workflow tools to turn this data
into action.
• Allows multiple users to immediately engage
with important conversions via the
engagement dashboard.

Cons: Data quality has some serious issues.
• Spam hygiene requires significant time
investment by the tool operator
• Scoring of sentiment in twitter has known
defects* that have yet to be addressed in the
latest version of this tool
• Volume based pricing can make this tool
expensive for novice users.


Alterian – Best for Midsized Companies

Pros: One of the largest data sets among all
tools, and a dashboard built for Analysts.
• Data warehouse has nearly 4 Billion
conversations indexed as far back as
2004
• Dashboard built for analysts to do both
qualitative and quantitative analysis.
• Customizable sentiment dictionary allows
for the most accurate sentiment tracking of
all NLP based tracking tools.
• Email reporting capabilities are good.

Cons: Data latency concerns and workflow
tools require custom configuration to be
impactful.
• Volume based pricing can make this tool
expensive for novice users.
• Workflow tools are complicated to
configure
• Customer support services are slow to
respond.


Lithium – Good for Small Companies

Pros: Decent coverage at a
reasonable cost
• Dashboard collects data in real time.
• Excellent video capture data
• Flat fee pricing for unlimited search
results.

Cons: Workflow tools are not
powerful enough for engagement
• Facebook data coming soon
• Twitter data is incomplete


Viral Heat – Good for Start-ups

Pros: Low price/ decent service
• Uses data aggregators to do a
better job than google alerts
• Dashboard built for quantitative
analysis.
• Pricing as low as $9.99/month

Cons: Data latency concerns and
workflow tools require custom
configuration to be impactful.
• Can’t go back in time
• Workflow does not empower
engagement
• Customer support services are slow
to respond.


More Tools and Toys for Personal Branding

Namechk


DandyID


About.me


Flavors.me



Contact Info

social3i Management Bios

Andy Boyer Xavier Jimenez Colin Lamont
Integrated Marketing Integrated Marketing Integrated Marketing &
Strategy & Planning Research & Ideation Mobile Campaigns

As Co-Founder of social3i, Andy Prior to co-founding social3i Xavier was Colin Lamont has 15 years direct
develops holistic social media Principal and Analytics Practice Head at marketing, e-commerce, and product
programs that are integrated into social media agency Spring Creek management experience in helping build
overall marketing efforts. He was a Group in Seattle Washington. Xavier has and grow consumer products and services.
Principal at social media worked with Fortune 500 brands like Most recently, he was the Vice President of
agency Spring Creek Group from ubid.com, RealNetworks, American Marketing at GotVoice, an Ignition Partners
2007-2010, leading client campaigns Greetings, T-Mobile and Microsoft to funded mobile solutions company that was
inside Microsoft and other deliver deep consumer insights using successfully sold. An expert of integrated
companies, developing short and emerging media measurement marketing, Colin leverages social media
long term social media strategies, technologies. As chief social intelligence outreach to support direct marketing,
and recruiting a team of Engagement strategist, Xavier is tasked with qualifying branding, PR, speaking engagements and
Leads and Community Managers. and transforming raw data from online events to cost-effectively grow companies.
His previous experience is video, mobile advertising, widgets, blogs, Previously, Colin worked at RealNetworks,
highlighted by six years in e- social networks, and other user starting in 1995, & culminating as Director
commerce marketing at streaming generated content into deep customer of Consumer Marketing for the RealGames
media pioneer RealNetworks from intelligence. and GameHouse divisions in 2006.
1996-2002.
Twitter: @aboyer Twitter: @xjimenez Twitter: @social3i
Linkedin: Add Andy to your network Linkedin: Add Xavier to your network Linkedin: Add Colin to your network
E-mail: andy@social3i.com E-mail: xavier@social3i.com E-mail: Colin@social3i.com


Thank You

Web: http://www.social3i.com
Blog: http://social3i.com/blog
Twitter: @social3i
Email: andy@social3i.com
Slides: www.slideshare.net/social3i
Facebook: www.facebook.com/social3i


Social Media Strategies (July 2011) at Seattle's School of Visual Concepts

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Social Media Strategies (July 2011) at Seattle's School of Visual Concepts