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Social Media Strategies - Social3i - School of Visual Concepts - April 2011

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This presentation was part of a Social Media 101 Workshop provided by Social3i Consulting at the Seattle School of Visual Concepts. www.social3i.com

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Social Media Strategies - Social3i - School of Visual Concepts - April 2011

  1. 1. School of Visual Concepts<br />Social Media Strategies and Programs for Marketers - 101 Level<br />April 20, 2011<br />Andy Boyer & the Social3i Team<br />
  2. 2. Copyright Note<br />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. <br />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, 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.<br />If you feel your work has been unfairly distributed or represented in this presentation, please contact andy@social3i.com<br />
  3. 3. About Us<br /><ul><li>Social3i is a small but nimble digital marketing consultancy focusing on social media
  4. 4. We provide large-scale brand analysis, audience research and social marketing programs for major global brands, small to mid-sized companies and government organizations.
  5. 5. We focus on social commerce and delivering ROI-based programs, not just brand impressions.
  6. 6. Background with RealNetworks, Publicis, T-Mobile, Microsoft, Photoworks, venture-backed startups, non-profits, and minor league baseball.
  7. 7. Links:</li></ul> Web: http://www.social3i.com Blog: http://www.social3i.com/blog<br /> Twitter:  @social3i Email: andy@social3i.com<br /> Slides: www.slideshare.net/social3i Facebook: www.facebook.com/social3i<br />
  8. 8. Agenda<br />9:15 Section 1: Social Media 101<br /><ul><li>Why are we here?
  9. 9. What are we going to talk about?</li></ul>10:15 Break<br />10:30 Section 2: Case Studies and Best Practices <br />12:00 Lunch<br />12:30 Section 3 Building Your Social Media Program - ABCDE’S of Social Media <br /><ul><li>Audience Identification
  10. 10. Buidling Channels
  11. 11. Content Creation Tools and Tips
  12. 12. Distribution of Time, Resources, Work
  13. 13. Engagement and Evaluation</li></ul>2:00 Real Life Examples: Loree Wagner from Merrill Gardens<br />3:00 Hands-On! <br /> The team from Social3i stops by to help you with your specific questions<br />
  14. 14. Section 1: <br />SOCIAL MEDIA 101 <br />
  15. 15. Why Are We Here?<br />
  16. 16. Video: Social Media Overview<br />
  17. 17. The Social Web is influencing customer decisions<br />Data: Nielsen Research / Comscore Media Metrix 2009<br />
  18. 18. The Face of the New Internet is Social <br />Facebook has passed Google & Yahoo in # of Visits Per Month<br />Jan 2010<br />Jan 2011<br />
  19. 19. You have to monitor your own personal brand<br />
  20. 20. This guy became famous<br />
  21. 21. Facebook Photo-Mania<br />In 2011, Facebook Users: <br /><ul><li> Uploaded 4,300 Photos Every Second Over New Year's Weekend
  22. 22. 750 million photos total for the NYE weekend.</li></li></ul><li>Not just for kids - Parents are embracing social<br />Nearly half (48%) of parents add their children as friends on Facebook or instant messaging. <br />
  23. 23. In fact, so are assisted living communities<br />
  24. 24. Thanks to Twitter, News Now Travels at the Speed of Social Media<br />3:26 pm photo was posted to Janis Krum’s (@jkrums) twitter profile<br />New York Times broke the news at 3:48 pm and didn’t post to the front page until 4:00 pm<br />Page 15<br />
  25. 25. The mainstream has adopted Twitter<br />
  26. 26. We make superstars out of anyone<br />
  27. 27. Marketing Budgets are Integrating Social<br />
  28. 28. Marketing Budgets are Integrating Social<br />
  29. 29. What are we going to talk about today?<br />The Heavyweights: <br />Facebook, YouTube, Twitter, LinkedIn<br />
  30. 30. Quiz Time: Basic Logos We Need to Know<br />Facebook<br />Twitter<br />YouTube<br />LinkedIn<br />Wordpress<br />Blogger<br />Wikipedia<br />Foursquare<br />MySpace<br />Flickr<br />
  31. 31.
  32. 32. Making sense of everything (The Brian Solis Flower)<br />
  33. 33. Narrowing down to the big gunshttp://www.slideshare.net/soravjain/social-media-marketing-facts?from=ss_embed<br />
  34. 34. The Social Media Heavyhitters<br />In August 2010, U.S. web users spent about 41.1 million minutes on Facebook, which represents ~10% of their entire web-surfing time that month. <br />Youtube.com increased the average minutes per viewer over the past year by 20%, with viewers watching nearly 4.5 hours of video in August 2010.<br />Users spent 2 hours and 12 minutes on Twitter.com each month in November 2010, an increase of 20% from 2009.<br />LinkedIn grew its visits by only 2% in 2010, but its unique visitors grew by 8.2%, highlighting that users are spending more time on the professional networking site.<br />
  35. 35. Facebook connects friends, people who share similar interests<br />
  36. 36. YouTube Where users upload, share & watch videos for free<br />
  37. 37. Twitter - 140 characters of fun<br />
  38. 38. LinkedIn helps organizations and professionals make new contacts and keep in touch<br />
  39. 39. A Brief Moment ot Talk about Mobile and Tablets<br />
  40. 40. Section 2: <br />Case Studies and Best Practices<br />
  41. 41. Resources for the class:<br />
  42. 42.
  43. 43. ~30% of users are over 35Source: Facebook.com<br />40% of internet users between 30 and 49 years of age use social media every day<br />Fastest growing demographic!<br />
  44. 44. With big brands, sometimes, some consumers just want to say hi<br />22,000,000+ Fans!<br />
  45. 45. And in small businesses, brands want to remind their consumers that they are there<br />
  46. 46. Letting your community help you choose<br />
  47. 47. Anything you can do on your web page, you can do in Facebook<br />
  48. 48. Big brands with big budgets <br />
  49. 49. Small brands with small budgets<br />
  50. 50. Small brands with small budgets<br />
  51. 51. http://www.cartoonstock.com/lowres/dcr0587l.jpg<br />
  52. 52. YouTube Content cycles<br /><ul><li>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.
  53. 53. After 20 days, a YouTube video has had 75% of its total views.
  54. 54. 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</li></ul>http://www.businessinsider.com/chart-of-the-day-the-lifecycle-of-a-youtube-video-2010-5#ixzz0vSdScBK1<br />
  55. 55. Fun with Video – Coca Cola Happiness Machine<br />
  56. 56. Videos *can* go from social to mainstream<br />
  57. 57. Videos *can* go from social to mainstream<br />
  58. 58. Videos *can* go from social to mainstream<br />
  59. 59. And Brands might mine social for memes<br />
  60. 60. And Brands might mine social for memes<br />
  61. 61. Classic Campaign – Old Spice<br />
  62. 62. Classic Campaign - Blendtec<br />
  63. 63. Bing Jingle<br />Page 52<br />
  64. 64. Education via YouTube: TED Conferences<br />
  65. 65. Education via YouTube: The Khan Academy<br />
  66. 66. Local Company Done Good – Common Craft<br />
  67. 67. More Fun with Video - The VW Fun Theory<br />
  68. 68.
  69. 69. My Twitter #Win<br />
  70. 70. The Twitter Customer Service Angle: Comcast Cares<br />
  71. 71. Comcast Cares<br />
  72. 72. Comcast Cares<br />
  73. 73. Local Customer Support via Twitter<br />
  74. 74. How Twitter is changing news<br />
  75. 75. How Twitter is Changing Sports<br />
  76. 76. Starbucks <br />
  77. 77. Starbucks <br />
  78. 78. Starbucks <br />
  79. 79. Canlis<br />
  80. 80. Single Brand - Multiple Accounts<br />
  81. 81. Government<br />
  82. 82. Your Governor Tweets<br />
  83. 83. So, who does your Governor follow?<br />
  84. 84. LinkedIn<br />
  85. 85. LinkedIn Best Practices<br />http://socialmediamagic.com/blog/making-quality-linkedin-connections-5-practices/<br />
  86. 86. HR Execs Use Social Channels Like Linked In<br />
  87. 87. LinkedIn Signal<br />
  88. 88. Tracking<br />
  89. 89. LinkedIn Maps<br />
  90. 90. Advertising on LinkedIn<br />
  91. 91. Slideshare<br />
  92. 92. Connecting LinkedIn with Slideshare<br />
  93. 93. Integrating Channels Together<br />
  94. 94. Integrated Plan: Starbucks<br />
  95. 95. Integrated Plan: Starbucks<br />
  96. 96. Integrated Plan: Starbucks<br />
  97. 97. Case Study #Fail or #Win? - Skittles<br />Page 86<br />
  98. 98. Case Study #Fail or #Win? - Skittles<br />Page 87<br />
  99. 99. Case Study #Fail or #Win? - Skittles<br />April 20, 2011<br />Page 88<br />
  100. 100. Case Study #Fail or #Win? - Skittles<br />
  101. 101. And We Still Haven’t Touched….<br />Flickr / Photosharing <br />Mobile<br />iPads<br />Apps<br />Yelp<br />Biznik<br />Podcasts<br />Ustream<br />Groupon / Living Social<br />Digg / Reddit / Stumbleupon<br />Etc……<br />
  102. 102. Section 3: Building Your Social Marketing Strategy and Program<br />
  103. 103. Before You Get Started – Know WOMMA’s Rules <br />www.womma.org<br />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<br />
  104. 104. Section Agenda – The ABCDE’s of Social Media<br />
  105. 105. Audience Identification<br />
  106. 106. Audience Identification:Sample Persona<br />Jenny<br />Age: 13-18<br />Hobbies: Music, Hanging out with friends<br />Where she gets Info: Facebook<br />Jenny lives on Facebook, and on music sites like Pandora, Grooveshark, Mog and Spotify<br />She wants to be the first of her friends to share new music and concert information. <br />She is influenced by other trend setters, and followed by many people who look to her for pop culture stories. <br />
  107. 107. Audience Identification:Sample Persona<br />Steve<br />Age: 25-34<br />Hobbies: Technology, Workaholic <br />Where he gets Info: Smartphone Apps, Mobile Web<br />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.<br />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.<br />When Steve isn’t working, he is working out and exercising, buying healthy foods, and attending networking events.<br />
  108. 108. Audience Identification:Goal Setting<br />The Long Term Goal: <br />Giving customers a say in developing, supporting and evangelizing your brand<br />Influence<br />Integrate<br />Melding social into your overall marketing program<br />Interact<br />Enagaging with fans, followers, press, analysts and critics<br />Interest<br />Basic benchmarking, auditing and listening to conversation about your brand, customers & products<br />Ignore<br />Develop marketing and business plans without benefit of any data or insights generated on the social web about you or competitors<br />
  109. 109. Audience Identification:Finding Influencers<br />
  110. 110. Building Channels <br />
  111. 111. Building Channels Step 1:Set up a dedicated email address<br />
  112. 112. Building Channels (The Brian Solis Flower)<br />
  113. 113. Marketing Awareness Lifecycle<br />
  114. 114. Social Media Works With Your Existing Marketing Connecting Traditional Customer Touchpoints<br />Crowdsourcing information to improve programs and services<br />Product / Service Development<br />Maximizing an ad campaign by extending the content to channels not covered by paid media<br />Searching for external opportunities to service customer related issues,<br />Customer Support<br />Outbound PR / Advertising<br />Page 103<br />
  115. 115. Are we Building Channels for SEO?<br />
  116. 116. Are we Building Channels for SEO?<br />
  117. 117. Building Channels - Facebook Page Tutorial<br />
  118. 118. Create A PageStart at http://www.facebook.com/pages/manage/<br />
  119. 119. Create A Page<br />
  120. 120. Create A Page<br />
  121. 121. Create A Page<br />
  122. 122. Create A Page<br />
  123. 123. Create A Page<br />
  124. 124. Create a Page<br />
  125. 125. Create a Page<br />
  126. 126. Create a Page<br />
  127. 127. Create a Page<br />
  128. 128. Create a Page<br />
  129. 129. Twitter – Building a Profile<br />
  130. 130. Twitter – Set up<br />
  131. 131. Twitter – Set up<br />
  132. 132. Profile<br />
  133. 133. Profile<br />
  134. 134. Design<br />
  135. 135. Design<br />
  136. 136. Starting Up<br />
  137. 137. Finding Follows<br />
  138. 138. Finding Follows<br />
  139. 139. Finding Follows<br />
  140. 140. Following who you follow follows<br />
  141. 141. Using Lists <br />
  142. 142. Using #Hashtags<br />
  143. 143. Using #Hashtags<br />
  144. 144. Build your own Twitter Background in Powerpoint<br />Adjust Page Setup for 20x12.5 Landscape<br />Design your slide<br />Save the slide as a .PNG File<br />Upload the .PNG to Twitter<br />Tweak it until the layour is right<br />
  145. 145. www.twilert.com<br />
  146. 146. Twitter Counter<br />
  147. 147. YouTube Channel Set-Up<br />
  148. 148.
  149. 149.
  150. 150.
  151. 151.
  152. 152.
  153. 153.
  154. 154.
  155. 155.
  156. 156. Which Blog Platform is For You?<br />
  157. 157. Content Creation Tools<br />
  158. 158. Sample Editorial Calendar<br />
  159. 159. Url Shorteners – Bit.ly (Goo.gl , ow.ly , etc…)<br />
  160. 160. Photo Apps<br />Instagram<br />100 Cameras in 1<br />
  161. 161. Flickr Slideshows<br />
  162. 162. Video Slideshows - Animoto<br />http://animoto.com/play/yoxTJ1XQPpAsNrIpAHijag?utm_source=merrillgardens.com&utm_medium=player&utm_campaign=player<br />
  163. 163.
  164. 164. Video Production - Stupeflix<br />http://www.youtube.com/watch?v=XVfkyplkA00<br />
  165. 165. Twitter Tool: Paper.li<br />http://paper.li/merrillgardens<br />
  166. 166. Distribution<br />
  167. 167. Social Media Marketing - Time Commitshttp://www.slideshare.net/soravjain/social-media-marketing-facts?from=ss_embed <br />
  168. 168. Determining Level of Effort/Time/Money<br />
  169. 169. Syndicating Video - Tube Mogul<br /><ul><li>Allows one upload to launch to the majority of the video sharing sites simultaneously.
  170. 170. Keeps stats on each of your channels that allows you to measure historically.
  171. 171. Limited plans are free and then paid plans offer increased reporting and site upload options.
  172. 172. http://www.tubemogul.com</li></ul>Page 158<br />
  173. 173. Engagement<br />
  174. 174. Twitter Tools - - Hootsuite<br />
  175. 175. Twitter Tools - Hootsuite<br />
  176. 176. Twitter Tools – TweetDeck <br />
  177. 177. Twitter Tools – CoTweet <br />
  178. 178. Twitter Tools - Seesmic<br />
  179. 179. Analysis: What to Measure<br />
  180. 180. Radian6 – Best for the Enterprise<br />Pros: Largest company reviewed by Forrester. <br /><ul><li>Easy to use widget based dashboards
  181. 181. Real-time data can be configured to listen and respond to UGC posts as they happen.
  182. 182. Tracks established social media KPI’s (volume, engagement and sentiment) with automated workflow tools to turn this data into action.
  183. 183. Allows multiple users to immediately engage with important conversions via the engagement dashboard.</li></ul>Cons: Data quality has some serious issues. <br /><ul><li>Spam hygiene requires significant time investment by the tool operator
  184. 184. Scoring of sentiment in twitter has known defects* that have yet to be addressed in the latest version of this tool
  185. 185. Volume based pricing can make this tool expensive for novice users.</li></li></ul><li>Alterian – Best for Midsized Companies<br />Pros: One of the largest data sets among all tools, and a dashboard built for Analysts. <br /><ul><li>Data warehouse has nearly 4 Billion conversations indexed as far back as 2004
  186. 186. Dashboard built for analysts to do both qualitative and quantitative analysis.
  187. 187. Customizable sentiment dictionary allows for the most accurate sentiment tracking of all NLP based tracking tools.
  188. 188. Email reporting capabilities are good.</li></ul>Cons: Data latency concerns and workflow tools require custom configuration to be impactful.<br /><ul><li>Volume based pricing can make this tool expensive for novice users.
  189. 189. Workflow tools are complicated to configure
  190. 190. Customer support services are slow to respond.</li></li></ul><li>Lithium – Good for Small Companies<br />Pros: Decent coverage at a reasonable cost<br /><ul><li>Dashboard collects data in real time.
  191. 191. Excellent video capture data
  192. 192. Email reporting capabilities are good.
  193. 193. Flat fee pricing for unlimited search results.</li></ul>Cons: Workflow tools are not powerful enough for engagement<br /><ul><li>Facebook data coming soon
  194. 194. Twitter data is incomplete </li></li></ul><li>Viral Heat – Good for Start-ups<br />Pros: Low price/ decent service<br /><ul><li>Uses data aggregators to do a better job than google alerts
  195. 195. Dashboard built for quantitative analysis.
  196. 196. Email reporting capabilities are good.
  197. 197. Pricing as low as $9.99/month</li></ul>Cons: Data latency concerns and workflow tools require custom configuration to be impactful.<br /><ul><li>Can’t go back in time
  198. 198. Workflow does not empower engagement
  199. 199. Customer support services are slow to respond.</li></li></ul><li>More Tools and Toys for Personal Branding<br />
  200. 200. Flavors.me<br />
  201. 201. About.me<br />
  202. 202. DandyID<br />
  203. 203. Contact Info<br />
  204. 204. social3i Management Bios<br />Andy Boyer<br />Integrated Marketing Strategy & Planning <br />As Co-Founder of social3i, Andy develops holistic social media programs that are integrated into overall marketing efforts. He was a Principal at social media agency Spring Creek Group from 2007-2010, leading client campaigns inside Microsoft and other companies, developing short and long term social media strategies, and recruiting a team of Engagement Leads and Community Managers. His previous experience is highlighted by six years in e-commerce marketing at streaming media pioneer RealNetworks from 1996-2002. <br />Twitter: @aboyerLinkedin: Add Andy to your networkE-mail: andy@social3i.com<br />Xavier Jimenez<br />Integrated Marketing Research & Ideation<br />Prior to co-founding social3i Xavier was Principal and Analytics Practice Head at social media agency Spring Creek Group in Seattle Washington. Xavier has worked with Fortune 500 brands like ubid.com, RealNetworks, American Greetings, T-Mobile and Microsoft to deliver deep consumer insights using emerging media measurement technologies. As chief social intelligence strategist, Xavier is tasked with qualifying and transforming raw data from online video, mobile advertising, widgets, blogs, social networks, and other user generated content into deep customer intelligence.<br />Twitter: @xjimenezLinkedin: Add Xavier to your networkE-mail: xavier@social3i.com<br />Colin Lamont<br />Integrated Marketing & Mobile Campaigns<br />Colin Lamont has 15 years direct marketing, e-commerce, and product management experience in helping build and grow consumer products and services. Most recently, he was the Vice President of Marketing at GotVoice, an Ignition Partners funded mobile solutions company that was successfully sold. An expert of integrated marketing, Colin leverages social media outreach to support direct marketing, branding, PR, speaking engagements and events to cost-effectively grow companies. Previously, Colin worked at RealNetworks, starting in 1995, & culminating as Director of Consumer Marketing for the RealGames and GameHouse divisions in 2006.<br />Twitter: @social3i<br />Linkedin: Add Colin to your networkE-mail: Colin@social3i.com<br />
  205. 205. Thank You<br />Web: http://www.social3i.com<br />Blog: http://social3i.com/blog<br />Twitter:  @social3i<br />Email: andy@social3i.com<br />Slides: www.slideshare.net/social3i<br />Facebook: www.facebook.com/social3i<br />

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