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Social Media Tips for Startups - Social3i - NWEN - July 2011

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Social Media Tips for Startups - Social3i - NWEN - July 2011

  1. 1. www.social3i.com | Seattle Washington blogSocial Media Tips for StartupsJuly 2011Presented by:Andy Boyer and the Social3i team
  2. 2. Copyright NoteThe material used in this deck is a combination of content originallycreated and developed by Social3i Principals, as well as contentsourced by researching social media in major search engines andcontent sharing sites.Hopefully all charts and graphs in the deck attribute the work to theoriginal owner, along with a link to where the content was sourced.However, due to the widespread sharing of this deck, it is possiblethat some information is not accurately attributed. We apologize forany errors, and in no way make any claims that all of the data in thispresentation is the original work of Social3i Consulting.If you feel your work has been unfairly distributed or represented inthis presentation, please contact andy@social3i.com social3i Proprietary and Confidential 2
  3. 3. Resources for the eIQ:Delicious.com/social3i social3i Proprietary and Confidential 3
  4. 4. About Us• social3i is a small but nimble marketing services consultancy• We provide Large-scale brand analysis, audience research and social marketing programs for major global brands and mid-sized companies.• Focus on social commerce and delivering ROI based programs, not just brand impressions• Background with RealNetworks, Publicis, Microsoft, Photoworks, venture- backed startups, non-profits, and minor league baseball.• Join us: • www.Social3i.com • www.Facebook.com/social3i • Twitter: @social3i Social SocialIntelligence & Ideation & Influencer Marketing Insight Planning Marketing Program Competency Development Training social3i Proprietary and Confidential 4
  5. 5. Today’s Agenda• The Basics • Social Media key terms, players, and success stories • How companies are building and managing their reputation through social networking sites• Channels • Examples of best practices in key social media channels• Planning • How to develop editorial calendars and steady streams of programming • Who to have manage your communties and how to efficiently manage those programs social3i Proprietary and Confidential 5
  6. 6. www.social3i.com | Seattle Washington blogSection 1: BasicsThe Social Marketing Imperative(Aka… Why are we doing this?)
  7. 7. News is happening 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 frontpage until 4:00 pm social3i Proprietary and Confidential 7 Page 7
  8. 8. The Mainstream Has Adopted Twitter social3i Proprietary and Confidential 8
  9. 9. And Even a Higher Power than Oprah social3i Proprietary and Confidential 9
  10. 10. Our Commander in Tweet social3i Proprietary and Confidential 10
  11. 11. Marketing Budgets are Integrating Social social3i Proprietary and Confidential 11
  12. 12. Content moves from Social to mainstream social3i Proprietary and Confidential 12
  13. 13. Content moves from Social to mainstream social3i Proprietary and Confidential 13
  14. 14. Content moves from Social to mainstream social3i Proprietary and Confidential 14
  15. 15. You can mine social for cultural memes social3i Proprietary and Confidential 15
  16. 16. You can mine social for cultural memes social3i Proprietary and Confidential 16
  17. 17. Social Media is great for SEO social3i Proprietary and Confidential 17
  18. 18. What Can Happen if You Don’t Have a Social Presence… social3i Proprietary and Confidential 18
  19. 19. But you can’t go all social – you still need a permanent hub to come back to. The Skittles Debacle.Page 19 social3i Proprietary and Confidential 19
  20. 20. Day 2Page 20 social3i Proprietary and Confidential 20
  21. 21. Day 3Page 21July 22, 2011 social3i Proprietary and Confidential 21
  22. 22. The ResultPage 22 social3i Proprietary and Confidential 22
  23. 23. www.social3i.com | Seattle Washington blogSection 2: Best PracticesPart 1: Overview
  24. 24. 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. social3i Proprietary and Confidential 24
  25. 25. Quiz Time: Basic Logos We Probably KnowFacebook Twitter YouTube LinkedIn WordpressBlogger Wikipedia Foursquare Tumblr Flickr social3i Proprietary and Confidential 25
  26. 26. social3i Proprietary and Confidential 26
  27. 27. Segmenting the Channels(The Brian Solis Flower) social3i Proprietary and Confidential 27
  28. 28. A Brief Moment to Talk about Mobile and Tablets social3i Proprietary and Confidential 28
  29. 29. What does your web site look like on mobile devices? social3i Proprietary and Confidential 29
  30. 30. We’re not talking about this today unless you REALLYwant to…. social3i Proprietary and Confidential 30
  31. 31. www.social3i.com | Seattle Washington blogSection 2: Best PracticesPart 2: Case Studies - From Theory to Practice
  32. 32. WordPressWhy Blog?BenefitsBest PracticesThemesPlugins
  33. 33. Don’t Fear it – Justproduce content social3i Proprietary and Confidential 36
  34. 34. Facebook social3i Proprietary and Confidential 37
  35. 35. Why Facebook?
  36. 36. Why Facebook?
  37. 37. Why Facebook?
  38. 38. 67% of B2C companies41% of B2B companiesAre acquiring customers through Facebook.
  39. 39. How the Leading Global Brands use Facebook
  40. 40. Anything you can do on the web, you can do in Facebook social3i Proprietary and Confidential 44
  41. 41. Red Bull social3i Proprietary and Confidential 45
  42. 42. Golazo social3i Proprietary and Confidential 46
  43. 43. Golazo social3i Proprietary and Confidential 47
  44. 44. World Park Campaign social3i Proprietary and Confidential 48
  45. 45. How Levi’s Chose a Community Manager social3i Proprietary and Confidential 49
  46. 46. Buying Fans to Spur Awareness social3i Proprietary and Confidential 50
  47. 47. “Buying” Fans? – Papa John’s • 150k fans Day 2 • 100k fans Day 1 • Levels off` social3i Proprietary and Confidential 51 Page 51
  48. 48. Facebook Advertising Choose your audience bySocial 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. social3i Proprietary and Confidential 52
  49. 49. Twitter social3i Proprietary and Confidential 53
  50. 50. “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 social3i Proprietary and Confidential 54
  51. 51. Everyone is a potential reporter:Live from Bin Laden’s House social3i Proprietary and Confidential 57
  52. 52. The key to Twitter is engagement withpeople you don’t usually have access to social3i Proprietary and Confidential 58
  53. 53. The story of Frank social3i Proprietary and Confidential 59
  54. 54. The story of Frank social3i Proprietary and Confidential 60
  55. 55. The story of Frank social3i Proprietary and Confidential 61
  56. 56. The Taco Trucks…. social3i Proprietary and Confidential 62
  57. 57. Nonprofits…. social3i Proprietary and Confidential 63
  58. 58. A Local Hero - @MsBeerVendor social3i Proprietary and Confidential 64
  59. 59. A Local Hero - @MsBeerVendor social3i Proprietary and Confidential 65
  60. 60. Twitter “Promoted Tweets areSocial 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” social3i Proprietary and Confidential 66
  61. 61. YouTube social3i Proprietary and Confidential 67
  62. 62. 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. • Thats a really short life span for YouTube videos, and its 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 viewshttp://www.businessinsider.com/chart-of-the-day-the-lifecycle-of-a-youtube-video-2010-5#ixzz0vSdScBK1 social3i Proprietary and Confidential 68
  63. 63. Blendtec social3i Proprietary and Confidential 69
  64. 64. WillItBlend Channel Views: 5,647,785 Total Upload Views: 138,247,121 Joined: October 30, 2006 #33 - Most Subscribed (All Time) - Directors #64 - Most Viewed (All Time) - DirectorsPage 70 social3i Proprietary and Confidential 70
  65. 65. YouTube – Common Craft social3i Proprietary and Confidential 71
  66. 66. LinkedIn – IPO 2012… social3i Proprietary and Confidential 72Page 72
  67. 67. LinkedIn social3i Proprietary and Confidential 73
  68. 68. LinkedIn Maps social3i Proprietary and Confidential 74
  69. 69. LinkedIn Signal social3i Proprietary and Confidential 75
  70. 70. Social Advertising – LinkedIn Social CommerceTarget by Geography, Company, Job Title, Groups, Gender, Age and more. social3i Proprietary and Confidential 76
  71. 71. Tumblrhttp://today.tumblr.com social3i Proprietary and Confidential 77
  72. 72. Tumblr - Huggieshttp://highchaircritics.com/ social3i Proprietary and Confidential 78
  73. 73. Listening and Discovery - Going offsite to findconversation already happening social3i Proprietary and Confidential 79
  74. 74. Why you need to be honest… social3i Proprietary and Confidential 80
  75. 75. Hosted Community: Dell Idea Storm social3i Proprietary and Confidential 81
  76. 76. Commercials that will never run on TV social3i Proprietary and Confidential 82
  77. 77. And We Still Haven’t REALLY Gotten To….iPadsAppsFlickrYelpBiznikPodcastsUstreamGroupon / Living SocialDigg / RedditEtc…… social3i Proprietary and Confidential 83
  78. 78. www.social3i.com | Seattle Washington blogSection 3:Developing YOUR Campaign
  79. 79. Define a Goal 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 social3i Proprietary and Confidential 85
  80. 80. What to Measure social3i Proprietary and Confidential 86
  81. 81. Determining Level of Effort/Time/Money social3i Proprietary and Confidential 87
  82. 82. What will you share with the community?Eloqua on Slideshare.net social3i Proprietary and Confidential 88 Page 88
  83. 83. Develop Internal Best PracticesExample: Best Practices for Company BloggingTip #1. Recruit multiple bloggersEffective blogs are updated frequently. But many small marketing teamsstruggle to find the time to continually feed the beast. Having multiplecontributors ensures your blog will be a compilation of multipleviewpoints and relevant expertise that attracts a variety of readers. TipTip #2. Enforce regular postingMaintaining a consistent schedule is essential to a successful bloggingstrategy. Get the CEO on board.Tip #3. Share metrics and reward successRun internal contests to single out the blogger whose post was sharedthe most. Shares the metrics from the team’s blogging and socialefforts to show the rest of the company how important theircontributions are.Source: Marketing Sherpa social3i Proprietary and Confidential 89
  84. 84. Mobile Content Capture Instagram Color Zapd social3i Proprietary and Confidential 90
  85. 85. Take advantage of simple ways to build a nice hub -About.me social3i Proprietary and Confidential 91
  86. 86. Use Tools - Hootsuite social3i Proprietary and Confidential 92
  87. 87. Use Tools - Tweetdeck social3i Proprietary and Confidential 93
  88. 88. Other DetailsEvaluate internal staffing options and availablecontent.Choose your social brand.Set up a dedicated email address, lock down your urls.Think of everything you do as a content opportunity social3i Proprietary and Confidential 94
  89. 89. 11. Build Editorial CalendarEditorial Calendar Date Offline Retail Group Aggregated Blog Facebook (In Twitter (In YouTube Foursquare Event Content on addition to addition to Web Site general replies and discussion) discussion)Sun 1/10Mon 1/11Tues 1/12Wed 1/13Thurs 1/14Fri 1/15Sat 1/16Sun 1/17Mon 1/18Tues 1/19Wed 1/20Thurs 1/21Fri 1/22Sat 1/23Sun 1/24Mon 1/25Tues 1/26Wed 1/27Thurs 1/28 social3i Proprietary and Confidential 95
  90. 90. Final RecapEveryone is leveraging social marketing, and customers now EXPECT it.Figure out who you want to reach, why you want to reach them, where theycan be reached, and what you want them to do when your each them.There’s really no reason you WOULDN’t want a world where customers cantell you what to fix, and ask you how they can help.You have way more content opportunities than you know what to do with.Use tools and programs that are being specifically built to help you. social3i Proprietary and Confidential 96
  91. 91. www.social3i.com | Seattle Washington blogContact Info
  92. 92. Thank You Web: http://www.social3i.com Blog: http://social3i.blogspot.com Twitter: @social3i social3i Proprietary and Confidential 98

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