Social3i-NWEN-Social Media for Startups-July2010


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2 hour presentation on Social Media for Startups, delivered by social3i Consulting for the Northwest Entrepreneur Network.

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  • Our Digital Ideation services are specifically designed to uncover the truths that already exist on the social web. We help you fully explore the nature of the current social experience that consumers are having with your brand, then deconstruct and transform these experiences by concretizing real opinions and conversations into true, original and unique concepts. Collaboratively, we bring your customers' ideas, your goals and our experience together to provide a more holistic, realistic view of how your should fit into the social landscape.
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  • Social3i-NWEN-Social Media for Startups-July2010

    1. 1. Social Media for Startups<br />NWEN eIq<br />July 14, 2010<br />
    2. 2. About social3i<br /><ul><li>social3i is a small but nimble marketing services consultancy that draws on a deep well of experience managing large-scale brand analysis, audience research and social marketing programs.
    3. 3. Join us:
    4. 4.
    5. 5. Twitter @social3i
    6. 6.</li></li></ul><li>Agenda<br />3:30 Intros<br />3:35 Section 1: <br />Social Media Themes, Stats, Strategies and Frameworks<br />4:00 Section 2: Social Media Best Practices and Examples<br />4:30 Section 3: Channel Tactics<br /> - Facebook<br /> - Location Based Services (i.e Foursquare)<br /> - Other channels<br />5:00 Section 4: Analytics and Meaurement Tools Overview<br />
    7. 7. Section 1: <br />Themes, Stats, Strategies and Frameworks<br />
    8. 8. Theme 1 - The Face of the New Internet is Social <br />Source:<br />
    9. 9. Theme 1 - The Face of the New Internet is Social <br />Source:<br />
    10. 10. Theme 1 - The Face of the New Internet is Social <br />The Blogosphere is a wealth of product and marketing information, both for consumers, and marketers. <br />Source: Technorati<br />
    11. 11. Theme 1 - The Face of the New Internet is Social<br />News 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 frontpage until 4:00 pm<br />Page 8<br />
    12. 12. Theme 2 - Budgets are Including Social<br />
    13. 13. Theme 3 - Social is About Integration<br />
    14. 14. Theme 3 - Social is About Integration<br />
    15. 15. Theme 3 - Social is About Integration<br />
    16. 16. Theme 4 – Levels of Effort /Effectiveness are Different by Channel<br />Source: Brian Solis<br />
    17. 17. Theme 4 – Levels of Effort /Effectiveness are Different by Channel<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 />Copyright: social3i<br />
    18. 18. Theme 4 – Levels of Effort /Effectiveness are Different by Channel<br />
    19. 19. Theme 5 – Like Any Program, You Need a Roadmap for Social Strategy<br />Marketing Sherpa, 2010<br />
    20. 20. Theme 5 – Like Any Program, You Need a Roadmap for Social Strategy<br />Copyright: social3i<br />
    21. 21. Section 2: Examples of Best Practices<br />
    22. 22. Retention - Customer Support - Comcast<br />
    23. 23. Retention - Customer Support - Comcast<br />
    24. 24. Retention – Dell Idea Storm<br />
    25. 25. Retention – Engagement - Starbucks<br />
    26. 26. Awareness – Common Craft<br />
    27. 27. Awareness – Blendtec:The corporate Blendtec Site<br />Google Page Rank 5<br />Compete rank 105,000<br />Alexa Rank 156,000<br />
    28. 28. Awareness –<br />Google Page Rank 6<br />Compete rank 58,000<br />Alexa Rank 43,000<br />
    29. 29. Awareness – Blendtec:WillItBlend on YouTube<br />130 MILLION Views<br />5 .3 Million Channel Views<br />308,00 Subscribers <br />12,233 Comments<br />Favorited 9,000 Times<br />And they have 64 other videos!<br />Close to 100 million more views<br />#95 - Most Subscribed (All Time)<br />#29- Most Subscribed (All Time) – Directors<br /><br />
    30. 30. Awareness /Retention/Referral – The Met Grill<br />
    31. 31. Awareness /Retention/Referral – The Met Grill<br />
    32. 32. Awareness /Retention/Referral – Merrill Gardens<br />
    33. 33. Awareness /Retention/Referral – Merrill Gardens<br />
    34. 34. Integrated Planning - TeatroZinzanni<br />
    35. 35. Section 3: Tactics and Execution<br />
    36. 36. The Traditional New – <br />LinkedIn, Twitter, etc…<br />
    37. 37. Twitter Humor<br />
    38. 38. Twitter Tools<br />Evaluating your twitter account?<br />Twitter Grader<br />TwitterCounter<br />TweetStats<br />Cotweet - Manage multiple accounts with one tool<br />Click Tracking –<br />Desktop Applications<br />TweetDeck<br />Twhirl<br />Page 35<br />
    39. 39. Execution - CoTweet<br />
    40. 40. Execution -<br />Page 37<br />
    41. 41. Execution - LinkedIn<br />Page 38<br />
    42. 42. Execution - Bookmarks<br />
    43. 43. Execution - DandyID<br />
    44. 44. Execution - 3rd Party Tools Video Syndication<br />Tube Mogul<br />Allows one upload to launch to the majority of the video sharing sites simultaneously.<br />Keeps stats on each of your channels that allows you to measure historically.<br />Limited plans are free and then paid plans offer increased reporting and site upload options.<br /><br />Page 41<br />
    45. 45. Execution – Simple Tools for Finding Your Audience<br /><ul><li>Google Alerts
    46. 46. Google Trends
    47. 47.
    48. 48. Quantcast
    49. 49. Technorati
    50. 50. Yahoo! Answers
    51. 51.
    52. 52. Twitter Grader
    53. 53. Blog Grader</li></ul>Page 42<br />
    54. 54. The New New – <br />Location Based Services<br />
    55. 55. Foursquare Tutorial<br />Copyright Flair Media on Slideshare:<br /><br />
    56. 56. Gowalla<br />Great case study on Gowalla written by Vayner Media<br /><br />
    57. 57. Section 4:<br />Measurement Best Practices, Examples & Case Studies <br />
    58. 58. Measurement Best Practices<br />First rule of Analytics = If you are in a hurry…slow down…and make sure you are asking the right questions.<br />Social Monitoring Tools<br />Second rule of Analytics = Make sure everyone in the organization is “on board” with performing S.M.A.R.T. measurement <br />Human Powered Analysis<br />“I see a lot of peoples time get “chewed up” in Cycles where they have no time to do anything but reporting. One of the things about analysis is it takes some pretty detailed, focused time where you can sit in front of a computer and really work with the tool and work with the data. “ <br />- Gary Angel, President Semphonic<br />Third rule of Analytics = Reliance on tools, is a rookie mistake and often fuels analysis paralysis…<br />
    59. 59. Measuring what matters<br />Community<br />Buzz<br /><ul><li>Brand commentary, ratings and other UGC published on corporate website, microsite.
    60. 60. Brand commentary, rants, raves and other UGC published on third-party websites, web applications and mobile.</li></ul>(Measure using CMS tools like SalesForce, wordpress stats, etc.)<br />(Measure using tools like radian6, Alterian SM2, google alerts, etc.)<br /><ul><li>Cost per CS resolution
    61. 61. Comments/post
    62. 62. UGC content /total content
    63. 63. Volume
    64. 64. Engagement
    65. 65. Sentiment</li></ul>message<br />Controlled Uncontrolled<br />Audience<br />Website<br /><ul><li>Traditional marketing messages/content published on corporate website or microsite.
    66. 66. Traditional marketing messages/content published on third-party website or microsite.</li></ul>(Measure using web analytics tools like google analytics, omniture, webtrends, etc.)<br />(Measure using click-stream analytics tools like google adwords, atlas, @plan, etc.)<br /><ul><li>Bounces, UV’s
    67. 67. LP conversion
    68. 68. Sales, CLTV
    69. 69. Impressions
    70. 70. Video views
    71. 71. CTR</li></ul>On Site Off Site<br />content<br />
    72. 72. The Measurement Brief<br />1<br />2<br />3<br />Start with a business question, problem, issue or opportunity<br />From that question, set clear and simple Business Objective(s)<br />Define Goal(s) designed to achieve objectives<br />Your Strategies must support goals<br />Your Metrics for measuring success should be (S.M.A.R.T)<br />4<br />
    73. 73. Measurement program example<br />
    74. 74. Example – Acme Sunscreen<br />An organic sunscreen manufacturer wants to use social media to drive new online visitors and increase brand awareness.<br />Listen<br />Objective = Identify Top social media locations based on volume of organic sunscreen conversation<br />Goal = Identify Key metrics that can be used to evaluate engagement opportunity<br />Research using the 7-day free trial from RADIAN6 found over 500 highly relevant blog conversations.<br />Key Learning from Radian6:<br />Blogs sending traffic to your site include mommy blogs, where site discussion is highly on topic and there are specific mentions of organic sunscreen products which are increasing in frequency over the last 30 days.<br />Overall Brand mentions were mostly neutral, (82%) but 16% positive and only 2% negative for the period.<br />
    75. 75. Example – Acme Sunscreen<br />Hypothesize<br />Research shows mothers sharing information, on blogs, about your chemical-free sunscreen products and conversation is highly focused on “fragrance”.<br />Hypothesize that a highly focused and product specific outreach campaign, on the top 20 mommy blogs, promoting your products may find success in this community.<br />
    76. 76. Example – Acme Sunscreen<br />Track<br />Configure web analytics tools to track the “pass-along” and conversion of your brand’s social content via tweets, blog posts, Facebook postings etc. <br />Determine which content and what source is driving the most desired behaviors.<br />Compare earned media cost per action to paid media.<br />
    77. 77. Example – Acme Sunscreen<br />Test<br /><ul><li>Test seeding offers of 20%-off the sunscreen on the mommy blogs where the discussions are taking place.
    78. 78. Display Buys
    79. 79. Personal “on-topic” and relevant engagements</li></ul>Buy ACME sunscreen & win a ride on this unicorn!<br />
    80. 80. Example – Acme Sunscreen<br />Learn<br /><ul><li>If you find success, re-test creative that is platform and media specific as well.
    81. 81. Ex. create a Twitter promotion:
    82. 82. Identify top Re-tweeters
    83. 83. Track CTR using urlshorteners
    84. 84. Identify top LP’s
    85. 85. Compare cost per action to paid media</li></ul>Moms: Get 20% off the only truly chemical-free sunscreen this week only. <br />
    86. 86. Example checklist of well executed measurement <br />For online businesses:<br /><ul><li>Measure causal actions (activities, transactions).
    87. 87. Measure the change in traffic over time and whether the ratio of “organic traffic” changes in relation to other social media activity.
    88. 88. Compare change in social traffic to other channels. </li></ul>For offline businesses:<br /><ul><li>Focusing on “softer metrics” like achieving greater brand awareness, customer advocacy and content ‘pass-along’.
    89. 89. If you get sales that don’t come directly from the web, like from CSR’s, look to co-relate factors that align with long term business success.</li></ul>Example: changes in the top ten questions CRS spend time on and whether this increases or decreases CSR efficiency.<br />
    90. 90. Measurement Case Studies<br />
    91. 91. Case Study – Naked Pizza<br /><ul><li>Naked Pizza a New Orleans pizza takeout and delivery restaurant with a mission to make an unhealthy and popular fast food healthier, more nutritious, and better tasting!
    92. 92. Naked Pizza has annually revenues of over 1 Million and has a significant twitter presence according to co-founder Jeff Leach.
    93. 93. Leach posts up to 15 times a day and said his company is primarily using Twitter to market to an area with a 3 mile radius.</li></ul><br />
    94. 94. Case Study – Naked Pizza<br /><ul><li>Naked Pizza has a sustained 20 percent of sales dollars coming from its Twitter presence. 
    95. 95. They use Google Analytics to monitor their website activity and determine which pizza’s are best sellers to its online audience which drives a significant portion of its total business
    96. 96. By aggressively measuring its most profitable channel, Twitter, it has made such a difference for Naked Pizza that they removed the “call for delivery "billboard in front of the restaurant and changed it to “twitter – follow us for specials –”
    97. 97. Jeff himself has said, about his sign, “I didn’t do it to get TechCrunch talking, I did it to reach the 35,000 people who drive by the store every day.”
    98. 98. 20% of total sales from twitter
    99. 99. Set a one day sales record of 65% of sales from Twitter
    100. 100. 85% of new customers from Twitter</li></li></ul><li>Case Study – Pink Cake Box<br /><ul><li>Pink Cake Box is a specialty baker in New Jersey that specializes in custom wedding cakes, cupcakes and cookies always made with an individual flair.
    101. 101. PCB has over ten talented cake decorators and bakers and employees who are committed to their ever growing community of returning customers.
    102. 102. In order to stay connected to their customers, PCB employees blog, post videos and images of their cakes on Twitter, Facebook, Flickr and YouTube.
    103. 103. As a result of very small but focused marketing budget they’ve been on the Rachel Ray show, Food Network and CNN Headline News.</li></li></ul><li>Case Study – Pink Cake Box<br /><ul><li>PCB measures and manages blog performance using Google Analytics
    104. 104. Initially they placed an emphasis on traffic, which worked, but they quickly reached a saturation point where high traffic started contributing to a deluge of “information seekers”.
    105. 105. PCB didn’t have the capacity to handle this deluge and realized that the “more traffic the better” mantra needed to be refined.
    106. 106. They began focusing content on products that lead to better order conversions and focused our measurement on traffic from our strategic focus areas.
    107. 107. Use blog to offer a constant stream of new cakes, contests, & videos.
    108. 108. Over 2000twitterfollowers and 4700facebook fans.
    109. 109. The blog sees about 120,000 visits per month and drives a majority of custom cake orders.</li></li></ul><li>Questions?<br />
    110. 110. Thank You<br />138 NE 53rd Street<br />Seattle, WA 98105<br />206.877.2642 <br /><br />Join / Follow / Read at…<br /><br /><br /><br />