Patterns of Social Media Marketing Practice


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  • Social graph in the following order: you, your social network friends, friends-of-friends, your followers, and the overall community.Wall Street feed – simple way to navigate social network of friends social gestures and your –efficient, increased engagement , increases importance of attention info c.f. banking – remember fuss around news feedGoogle Open Social Attention Streams (already included in Plaxo Pulse) - MySpace Friends Updates -Netvibes Activities-LinkedIn Network UpdatesHigh social engagement vs traditional media (radio, tv, print, outdoor) with low engagement. This is about dialogue, interactivity, informality, people + technology & niche NOT Tradigital for mass using push, automation & technology only. Social Media Marketing practice centres around – networks, communities, blogs and microblogging. Traditional business functions can be socialised e.g. legal, supply chain, R&D, HR…Social Strategy (Media) - through sharing; engaging; building relationships and influencingincrease our reach, influence and relevancecreate ambassadors to support and promote what we dopersonalise interactionsencourage and grow communities through a critical mass of active cultural and scientific participants maximise revenuechange our work models from one-to-one communication to many-to-many communicationmove from providing information to creating shared meaning with audiences
  • Combine traditional and social data to create a Social CRM Build social fields into customer contact informationTrack social media interactions with customers.Understand where customers hang with social media dataCollect customer feedback from social channels.
  • Penalty notices under “about us” !SUMO SALAD MLC CENTRE - Fail to display potentially hazardous food under temperature control - wraps displayed at 11.2C, tuna at 14C, lamb at 17.2CM & X BUTCHERY) SHOP TG5 PRINCE CENTRE 8 QUAY STREET HAYMARKET 2000 – Fail to hold the required licence to carry on a food business or activity - operating retail meat premises without a licenceFail to comply with the requirements of a food safety scheme - did not protect food from contamination, meat stored outside in unprotected unrefrigerated areaOpinions about a particular hospital or other health service : 18486The site began in 2005 and is funded by hospitals who subscribe to access the information and analyses of the data.
  • Sharing and bartering of goods and services onlineAirbnbZipcartarnsportation serviceAdoption specific web-sharing categories:Home/place sharingCar sharingParking sharingClothes sharingLand/garden sharingTools/equipment sharingOffice-space sharing
  • Expands consumer experience with owned and earned mediaBuild content and community.
  • Diana – max links (degree centrality) most connected – connector or hub – number of nodes connected – high influence of spreading info or virusHeather – best location powerful figure as broker to determine what flows and doesn’t –single point of failure – high betweeness = high influence – position of node as gatekeeper to exploit structural holes (gaps in network)Fernado & Garth – shortest paths = closeness – the bigger the number the less centralEigenvector = importance of node in network ~ page rank google is similar measure
  • Community Manager is also StorytellerPast: Facilitated story creation through activating community discussions, sharing member stories within the community. In the past, storytelling on an internal level wasn’t heavily emphasized.Present: Seeks out and shares the most relevant and meaningful stories of community members with the entire community and within company walls. Future: Will be soughtout more heavily and will work to show internal and external community players not only how things are being done, but why they’re being done and their impact on the bigger picture.Action Steps:Align business objectives.Develop progress reports.Establish emotional investment.
  • Patterns of Social Media Marketing Practice

    1. 1. Patterns of Social Media Marketing Practice suresh "frequent reader" GreatMystery14 Suresh S. soody soody ssood Hero5! scuzzy55 Geektoid Mangala
    2. 2. Agenda1. Intro/research activities2. Trends and prediction marketing3. Storytelling and words (junk)4. Engagement & activism5. Psychological theories6. Being social (x2)7. New jobs and opportunities 2
    3. 3. Social Media  Change• Align with company strategy• Encapsulate company strategy as keywords• Social media policy or guidelines and implementation• Prioritise internal changes with potential across entire company• Listen to competitors and customers to identify change 3
    4. 4. The opportunities of social media marketing practice brand equity Social commerce build enduring and accountable commercial intimate brand outcomes relationships Social media marketing research & development knowledge generate ideas, develop insights, test strategies management generate, aggregate, disseminate organisational knowledge 4
    5. 5. Social Media Marketing Practice is not Conventional Marketing “a many-to-many mediated communications model in which consumers can interact with the medium, firms can provide content to the medium and, in the most radical departure from traditional marketing environments, consumers can provide commercially oriented content to the medium.” Hoffman & Novak, 1997 5
    6. 6. 6
    7. 7. Social CRM integrates social data 8
    8. 8. Aquarius,Aries,Cancer,Capricorn,Gemini,Leo,Li bra, Pisces, Sagittarius,Scorpio,Taurus,Virgo An-Verb,An-Vis,Hol-Verb,Hol-Vis A&F,Beijing ,Gucci,LVMH,New York,Old Navy, ,Paris, Sydney, Tiffany, Tokyo, Tommy, Versace Depriv/Enhance,Enhance/DeprivAfrica,Argentina,Australia,Australia/Hong Kong,Austria, California, Canada, China, Egypt,England, Finland, France Germany, Guernsey,Holland, India, Indonesia, Ireland , Israel, Italy ,Japan, Kuwait, Malaysia, Nepal,Paraguay , Ambivalent, Employee, Opposer, Reporter, SupporterPhilippines, Phillipines, Portugual, Saudi Arabia, 11. Committed Partnerships, 12. CompartmentalisedSingapore South Africa, Spain, Sweden, Taiwan, Friendship,13. Childhood friendship,14. Courtship,15. Fling,Thailand,UK ,USA 16. Secret-Affair, 17. Enslavement , 2. Marriages of Convenience,3. Best Friendships,4. Kinships, 5. Rebounds/ Avoidance-Driven,6. Courtships,7.Dependencies 8. Enmities, 9. Love-Hate (Sweeney and Chew)
    9. 9. 10
    10. 10. …Blogs are like conversations with friends. You share what you feeland what excites you about certain things. Its almost as good asbeing there. The fact that others can Google your topic and read islike tuning into a television station. We all want to know whats out there. Whos doing what,shopping where and what products help others. Blogs are justanother way to share all the great things, not so great things andjust a part of who we are. An outlet if you will. The blogispherecommunity is all connect and we make contacts in many ways.Through posts, through twitter conversations, through smaller nitcommunitys, live web casts, and through conferences that we metin person. We make many friends and help each other with lot oftopics. Many of us are Mom bloggers who stay at home and haveno way of making new friends or communicating with others untilwe found blogging. Blogging creates friendships and thats whatmakes us real and connected. 40 year old Mom blogger “nightowlmama” (#260) 11
    11. 11. Theory and Research on Consumers’ Reports of Interactions with Brands and Experiencing Primal Forces, Suresh Sood, 2010 12
    12. 12. The Blackbaud Index of Online Giving
    13. 13. Key Findings -NFP Social Networks US Benchmark Report 2011• Facebook – 89% of NFPs (97% of international service organisations) – Average community 6,376 (environmental/animal groups 8,490) – 46% contribute $1 to 10k – 0.2% generate >$100k – “Master Social Fundraisers” with 100,000 members dedicate 2+ employees• Twitter – 57% of NFPs – Average community size 1,822• LinkedIn – 30% of NFPs• New Social – Foursquare (4% of NFPs) – Jumo philanthropy/volunteering (1%)• House Social Network i.e. white label – Average community size 5,967
    14. 14. IP TV & Mobile - 2014 Connected TV Shipments to Grow at CAGR of 58 Percent through 2014 with the Asia-Pacific region is the driving force, with CAGR of over 60% and representing almost half of global shipments by 2014. Gross transaction value of mobile payments in Asia Pacific to rise to $316 billion in 2014. According to forecasts, the combined global market for mobile payments is expected to exceed US$1 trillion by 2014, with over one billion users in that year.Share with friends. Boxee makes it easy for friends to share their favoritemovies, TV Shows, and songs with each other, on Boxee or on socialnetworks like Facebook and Twitter.
    15. 15. Google Flu Trends:Using Intentionality Data from Search
    16. 16. “…According to the spreading activation model of Collins and Loftus (1975), the concepts (or brands in this case) are represented in memory as nodes…”“Most of what we know we don’t know we know. It usually seems that weconsciously will our actions, but this is an illusion” (Wenger, Daniel 2002) 18
    17. 17. 3 6 A £ 1000 £ 150 2 4 5 7 Textualizing the Contexts 1. Pollee shopping in store at Beauchamp Place and1 spots a Versace coat on sale for very low price that she is able to try-on because no anti-theft device 8 is attached to the coat; Versace’s image sits on top of Pollee’s head. 2. After buying coat, Pollee goes to Rigby & Peller and buys luxury-sexy lingerie. 3. Pollee calls boyfriend and buys takeaway food to 9 take to his place. 4. Pollee stops at loo and transforms in to a Siren by… 5. Taking-off dress and wearing only coat with lingerie to surprise boyfriend. 6. Pollee talks to boyfriend on cell phone. 7. Police stop Pollee for talking on cell while driving. 8. Pollee explains wearing coat in summer by telling officer that she is traveling to a vicars and tarts party. 9. Pollee arrives home to see her boyfriend watching football on TV; takes off coat, shows him her transformation; they embrace and have sex.Textualizing the Visual Contexts of Pollee’s Shopping, Buying, and Using Versace Cashmere Coat/Lingerie Source: Original visual structure that follows from Figure 3 template in Woodside, Sood, and Miller (2008)
    18. 18. D + Story enactment, gist, that follows Siren plot and consumer-brand unconscious/conscious interactions Stage 5 Stage 4 B Stage 6 C Line of consciousness / unconsciousness Stage 3 A Brand, visual message, and Stage 1 mono-scenic story Stage 2 portrayalConsumer, Pollee, with unconscious/conscious desire to enact archetype Archetype: Siren Brand and Consumer Interacting in Storytelling Production of Siren Archetype Source: Original visual structure that follows from Figure 3 template in Woodside, Sood, and Miller (2008)
    19. 19. How Social Media Supports the Myth of Paris Casablanca “Well Always Have Paris” City of love , city of lights,Lamps, Eiffel Tower,france,night, street, notredame, landmarks , museums & bw, church, architecture, galleries, Cafés, coffee, conversations, friendship, toureiffel, city, cathedral,louvre, museum artists, lovers, philosophers 21
    20. 20. Tag Cloud of Paige’s Story About Travel to ParisCreated from Daniel Steinbock’s TagCrowd under Creative Commons © 22
    21. 21. Elaboration of Trip to Paris Blog Story (Means-End & Heider) Woodside, Sood & Miller 2008 When Consumers and Brands Talk Psychology & Marketing 18."We went on Fat 17. "I wanted Paige to get a feel Tires day trip to + 19....."I know Paige will for shopping experiences that Monets gardens and treasure the memory of she would not have at home (aka house in Giverny, about this girls trip for many the ubiquitous mall). " 16. "On our trip to Giverny, we met a young an hour outside Paris."+ years to come." woman from Brisbane, Australia who was traveling on her own and we invited her to join us. Three of us enjoyed delicious and innovative soufflés, while Paige had the rack of 3. Paris lamb. We shared two dessert soufflés, one 11.Sites + chocolate and the other cherry/almond. Yum" •The Marais •Notre Dame •LArc de Triomphe - 248 steps up and 248 steps + down... 1.Gayle 15." Michael Osman is an American artists •Champs Elysee living in Paris." •Jacquemart Museum "He supplements his income by being a •Louvre Lite + 2. Paige tour guide." I" found out about him on Fodors" •Musee DOrsay •Les Invalides, Napoleons Tomb and the "So I engaged Michael for two days." Napoleon Museum •Sacre Coeur •Monmartre + 14. "They had decide to come to Paris •Rodin Museum to find the Harley Davidson store so •Pompidou Museum they could buy Harley Paris t-shirts." •Train to Vernon, bike to Giverny with Fat Tire4.”The occasion Bike Tourswas my cousin 5. “I am a Canadian •’s 16th” and get by in 13."The father stretched out his cupped •Eiffel Tower French.” hands which held all of the pieces they were able to recover, including the memory stick and he very solemnly said, "El muerto...".6. "All I can say is WOW! We rented a 2 9. "I bought a Paris Pratique pocket-sized book at abedroom, 1 ½ bath apartment (two 12. Unforgettable Memories Metro station. This handy guide has detailed mapsshowers), "Merlot" from ParisPerfect "This trip had so many memories, but here are a few choice of each arrondisement, as well as the metro lines, and boy was highlights........On our very first night, knowing that the Eiffel the bus lines, the RER and the SCNF (trains). Illit ever perfect! " Tower light show started at 10:00 p.m.... she [Paige] dropped never be without this again." her camera…down 6 flights…we were stunned…Spanish Family below standing below [with pieces of the camera]”7. “We had a full view of the Eiffel from 10."Six months before our trip, I gaveour charming little terrace. ....We were 8. "We were walkable to many good Paige a couple of good guide books onwithin walking distance to two metro bistros, cafes and bakeries and only a Paris and suggested she let me knowstops (Pont dAlma or Ecole Militaire) " few blocks from the wonderful market what her interests were since after all, 23 street Rue Cler." this was to be her trip."
    22. 22. Linguistic Inquiry and Word Count (LIWC) Text Analysis : The Psychological Power of WordsLWIC dimension “I love Paris” Personal texts Formal texts Paige’s StorySelf-references 6.12 11.4 4.2(I, me, my)Social words 10.55 9.5 8.0Positive emotions 3.04 2.7 2.6Negative emotions 0.54 2.6 1.6Overall cognitive words 4.12 7.8 5.4Articles (a, an, the) 7.74 5.0 7.2Big words (> 6 letters) 18.40 13.1 19.6Pennebaker, J. W., Francis ME, Booth RJ. (2001). Linguistic Inquiry and Word Count (LIWC):LIWC2001. Mahwah: Lawrence Erlbaum Associates. 24
    23. 23. 25
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    25. 25. Iconic Sites & Scenes from Paris Blog• Eiffel tour night show• The Marais• Notre Dame• LArc de Triomphe - 248 steps up and 248 steps down...• Champs Elysee• Jacquemart Museum• Louvre Lite• Musee DOrsay• Les Invalides, Napoleons Tomb and the Napoleon Museum• Sacre Coeur• Monmartre• Rodin Museum• Pompidou Museum• Train to Vernon, bike to Giverny with Fat Tire Bike Tours 27
    26. 26. Marketing & Advertising Strategy Implications the Story of Paige• Story told in natural city setting• Assume Paris = brand• Brand is supporting actor enabling Gayle to achieve her goals of showing Paris to Paige (conscious) and help her coming of age (unconscious)• Builds favorable consumer brand relationship: best friendship (Fournier 1998)• Show someone Paris: Share experience,teacher-student,”fairy-godmother” or be the tourist guide• Use social relationships to sell cities• Interpersonal relationships (people travel with people)• Near conversational interaction with brand: story is called “I love Paris” 28
    27. 27. Brand Equity - Conversational Conversation Gap - Vacation and Paris Conversation Gap (Rubel 2005) Brand share of the online conversation Gap between the total number of conversations about a category and the proportion which mention the brand operating in the category * Total identified blogs: 99,181,005 @ 18 December, 2008 Paris – Equity Share Analysis of Attributes Equities of a Brand (Stein 2006)Topics being mentioned in conversationsabout a brand with equity sharecorresponding to the frequency at whicheach topic is mentionedSee pp 115-116 Cook, N 2008. Enterprise 2.0Hampshire,England: Gower Publishing * Total identified blogs: 151,048,780 @ 24 November, 2010 29
    28. 28. March 2011 “Online Australians Shift To Social Networks” Most Online Australian Adults Use Social Media Regularly Increasing socialmedia engagement 30
    29. 29. Social Trash Cans, City of Lucern (Switzerland)Source: Neue Luzerner Zeitung Online, 11. Mai 2011 31
    30. 30. Marketing Moves to Citizen Facing Systems & Relationships Food Safety Offences ( notices/) publishing breaches in food safety to the citizens of New South Wales in Australia.Patient Opinion ( facilitatingdialogue between patients in the United Kingdom and theNational Health Service Toronto, MyBikeLane ( reporting bike lane violations in Toronto. Little Bee is top offender. So far, zero violations at 32
    31. 31. Communities and Networks – New Models & New Practices
    32. 32. Social Gesture• @ • Like (Facebook)• Block • Share• Bookmark • Pokes• Check-in (Foursquare) • Retweet• Comments • Reblog• #tags • Status update• (Un)Follow • (Un)Subscribe 35
    33. 33. 6 Ways to Make People Like You1. Become genuinely interested in other people.2. Smile3. Remember that a persons name is to that person the sweetest and most important sound in any language.4. Be a good listener. Encourage others to talk about themselves.5. Talk in terms of the other persons interests.6. Make the other person feel important - and do it sincerely. Carnegie, D. (1937), “How to Win Friends and Influence People”
    34. 34. Social Psychology1. Reciprocity: we want to repay, in kind, what another person has provided us2. Consistency: desire to be (and to appear) consistent with what we have already done3. Social proof: to determine what is correct find out what other people think is correct4. Authority: deep-seated sense of duty to authority5. Likeability: we say yes to someone we like6. Scarcity: limitation enhances desirability Robert B. Cialdini, Influence: The Psychology of Persuasion (revised; New York: Quill, 1993) 37
    35. 35. Social Objects“Social Networks form around Social Objects**, not the other way around”. (** Term attributed to Jyri Engstrom) MacLeod Hugh (2008) 38
    36. 36. 39
    37. 37. Wine Communities 40
    38. 38. 41
    39. 39. 42
    40. 40. 43
    41. 41. Purpose Motive Linux-Apache-WikipediaDrive #1: Eat when we’re hungry. Drink when we’re thirsty. Etc.Drive #2: Respond to rewards and punishments in our environment.Drive #3: We do things because they’re interesting and because they’reengaging and because they’re the right things to do and because theycontribute to the world. (!!!)“Our Third Drive, intrinsic motivation, is the most powerful.” Drive: The Surprising Truth About What Motivates Us, Daniel Pink, Riverhead 2009 44
    42. 42. Evil Plans: Having Fun on the Road to World Domination by Hugh MacLeod (Kindle Edition - Feb 17, 2011)
    43. 43. New Generation of Social Platforms 46
    44. 44. The largest funding platform for creative projects in the world 47
    45. 45. Blendtech 13,739,783 “United BreaksSusan Boyle Guitars” 86,884,904 11,673,006 Old Spice KONY 2012 The Man Your Man 79,574,419 Could Smell Like 40,304,245 ** views current as at 16 March 2012 48
    46. 46. UNICEF/Oxfam Haiti YouTube emergency case study : Priority vs. Quality• Ewan McGregor UNICEF for the children of Haiti (21 Jan)• Ian Bray Oxfam Haiti emergency appeal (13 Jan)
    47. 47. How to Participate in Conversations• Conversational calendar• Keywords/Vocabulary online & offline• What topics do your customers care about ?• What topics are trending in your industry• Monitor existing social media via dashboard e.g. Fb or Twitter• Use complaints or opportunity to discuss solutions• Become an expert providing service through social exchange• 50
    48. 48. First Step Monitoring [Brand] Conversations & Tips• Social Media Dashboard – All social media sources relating to brand – RSS technologies – Mashups (e.g. YouTube, Flickr, Twitter, Nielsen, Google )• Weak Signals – Twitter early warning in advance of blogging• Set up comprehensive Google Alerts• Set up a feed reader with relevant blogs and new feeds• Use Twitter Search to follow hashtags and keywords in Twitter streams• Start immediately (~3 mins) with Netvibes and vocabulary 51
    49. 49.
    50. 50. Key Network Measures Diana’s Clique krackkite.##h (modified labels) • Degree Centrality • Betweenness Centrality • Closeness Centrality • Eigenvector Centrality Connector (hub)Contractor ? Vendor Broker Boundary spanners 53
    51. 51. Community ManagerServes all company departmentsConverse with Customers through listening and responding to needs or advertising.Focus on launching and growing the community through:Invite creators and influencers to become charter members of the communityCreate evangelists through providing exclusive access to new information,attendance at pre-launch party and have them provide feedback for future initiativesStart community with conversations and have community manager encourage sharingstories of problems, overcoming issues and successesEnsure community can be readily found with links from web sites, blogsand other popular social media.Accelerate community adoption through existing marketing efforts includingemails newsletters and create a sense of urgency. 55
    52. 52. Social Operating Strategy # Social Media Policy• Policy is good substitute when you do not have purpose• Why should anyone show interest in our cause?• Outline what works and why different from traditional marketing• Provide associates with ideas for conversations• Just one voice or everyone ?• Consistent voice talking to a single donor• Best practice rules of engagement: 56
    53. 53. Social Media Planning, Engagement & Optimisation Community Development MeasureA. Review Business Strategy E. Policy Development • Design and build communities Blogs• Goals • Blogging & microblogging • Best practices for engagement • Traffic• Culture • Monitor • Post frequency• Plan for F. Bootcamp • Identify opportunities • Comment trafficstakeholder/executive buy-in • Best practices overview • Links/Trackbacks• Upcoming • Policy overview Multimedia • Technorati/Alexa/Otherinitiatives/campaigns • Tools training • Video (scripting, production, • Anecdotal • Blog platform editing, using our in-house • AwardsB. Assess Online Inventory • Facebook studio)• Web site and microsites • LinkedIn • Podcast series (video or audio) Microblogs• Video and audio podcasts • G+ • # Microbloggers (participation)• Photography • Twitter Social Media Relations • # of followers (impact)• Press coverage • Other tools • Strategy and best practices • # Quality of followers (reputation)• Communities • Outreach/Introductions • # Updates (Presence)• Blogs (internal and external) Key Deliverables  Approved Plan w/ Metrics • Social media releases• Microblogging (Twitter)  Scope of Work • SEO Performance against deliverables• External wikis  Budget Events Offline • Met/unmet• Communities  Social media policies • Content development • Trends• Social Networks  Bootcamp • Plan • Conclusions• Existing policies • Logistics TuneC. Understand Audiences A. Listening • Campaign design • Revise plan• Investors • Blog monitoring • Social media best practices • Reset metrics• Board members • Microblogs (Twitter, Yammer) • Followup• Analysts and influencers •monitoring Toolkit• Employees • Digital news Tool Recommendation • Radian6• Customers •Social news • Recommendations adoption • NetVibes (free)D. Develop Plan Deliverables •Twitter, Tweetdeck, Twhirl, etc.• Goals B. Engagement  Blog design/layout • BudUrl, Tweetstats, Grader, etc• Objectives Conversation planning  Community development • Google Blog Search & Analytics• Focus Areas • Design and layout  Social Network app dev • RSS• Strategies • Content recommendations/  Video development  Event development Deliverables• Tactics editorial calendar  Performance against metrics  Social release development• Timing / Owners / Milestones • Ongoing Facebook /G+  Custom Analysis 57  Knowledge Transfer• Metrics
    54. 54. Caution!“Children never put off till tomorrow what will keep them from going to bed tonight” ADVERTISING AGE 58