Social Media Marketing Practice<br />GreatMystery14<br />Suresh S.<br />soody<br />soody<br />www.facebook.com/sureshsood<...
2<br />
	…Blogs are like conversations with friends. You share what you feel and what excites you about certain things. It's almos...
Theory and Research on Consumers’ Reports of Interactions with Brands and Experiencing Primal Forces, Suresh Sood, 2010<br />
Agenda – SMMP (stage 1)<br />Marketing transition <br />8S framework <br />The beginning of social search<br />Tools and t...
Social Media Marketing Practice is not Conventional Marketing<br />“a many-to-many mediated communications model in which ...
The Content is the Audience<br />In speaking about the mass media of the day, McLuhan stated “the content is the audience....
Global Village <br />10<br />
Nielsen 2010 Social Media Report<br />9 million Australians interact via social networks<br />Content sharing is the most ...
Collision of Marketing, Customer Service and PR <br />“United Breaks Guitars”<br />“They Shake me”<br />12<br />
The Future of Customer Support<br />Support is a major marketing asset<br />Teaches marketers how to deal with “messiness”...
WHAT DO CUSTOMERS WANT ?<br />A Relationship<br />Promptness<br />Promises Kept<br />Kept Informed<br />Follow Up<br />No ...
Example: Outside London flat<br />15<br />
Challenges Connecting with Council<br />16<br />
Engaged Citizen looking for new ways to connect with Council<br />17<br />
Challenge Today : Moving from Transactions Alone to Relationships<br />Future State<br />= Citizen Engagement<br />(relati...
Move to Citizen Facing Systems & Relationships<br />Food Safety Offences (www.foodauthority.nsw.gov.au/penalty%2Dnotices/)...
Social Media Marketing Challenge<br />Low engagement consumer(click on content : limited effort & no content generation )<...
September 2009 “Midlife Australians Flock To Social Media”<br />Forrester Groups Social Media Activities Into Five Categor...
September 2009 “Midlife Australians Flock To Social Media”<br />Middle-Aged Australians Increased Content Consumption And ...
September 2009 “Midlife Australians Flock To Social Media”<br />Middle-Aged Australians Increased Content Consumption And ...
March 2011 “Online Australians Shift To Social Networks”<br />Most Online Australian Adults Use Social Media Regularly<br ...
Leisure Conversationalists<br />Base: US online leisure travelers<br />Source: Forrester’s North American Technographics® ...
Generation Y  & 2020 <br /> ...”They have a different understanding of ‘basic skills’ – wanting to get high-level overview...
Comparing User Engagement Across Different Ad Types<br />			(Psychster and allrecipes.com, 2010)<br />Sponsored Content ad...
Go-Nowhere-Gamers<br />“Perhaps worryingly, a new generation will reject travel altogether in favor of gaming, social netw...
Agenda – SMMP (stage 1)<br />Marketing transition <br />8s framework <br />The beginning of social search<br />Tools and t...
8 S’s of Social Media Marketing Practice<br />1. Social Graph<br />6. Social <br />(being vs having)<br />2. Story Feed (S...
 “We Are Building A Web Where The Default Is Social”(Zuckerberg, 3rd F8 developer conference, San Francisco)<br />Open Gra...
Facebook Object Types for Social Graph <br />latitude <br />longitude <br />street-address<br />locality <br />region<br /...
33<br />
The BBC as Social Graph<br />Topics	<br />Events<br />Music<br />Programmes<br />Users<br />Gardening<br />News<br />Food<...
Facebook EdgeRanksource: 6 Tips to Increase Your Facebook EdgeRank and Exposure by Jim Lodico, 28/4/2011<br />Object = sta...
The Facebook Newsfeed (Stream)<br />Being able to quickly parse through what your friends are up to, in line, and in rever...
Social Gesture <br />@<br />Block<br />Bookmark<br />Check-in (Foursquare)<br />Comments<br />#tags<br />(Un)Follow<br />L...
Opportunities to Influence<br />When you are in a good mood<br />When world view no longer makes sense<br />When you can t...
Social Psychology<br />Reciprocity: we want to repay, in kind, what another person has provided us<br />Consistency: desir...
Social Media Marketing and Principles of Influence(adapted from blog of MischaCoster)  <br />Following, Connecting or Frie...
Social Media Marketing and Principles of Influence(adapted from blog of MischaCoster) <br />Critical mass of social proof<...
Social Media Marketing and Principles of Influence(adapted from blog of MischaCoster) <br />Social proof vs. Bystander eff...
Research Based Importance of Social Proof<br />“Werther” effect <br />people suicide in copycat behaviour<br />Pluralistic...
Why Do People ‘Like’ A Company Or Brand?<br />PalomaVazquez on November 1, 2010, www.psfk.com<br />Extract from report rel...
Social Proof and Social Media Marketing <br />High subscriber counts get more subscribers faster<br />Lots of blog post co...
Social Objects <br />47<br />
“…why social objects are the future of marketing.” (MacLeod 2008)<br />Social Networks form around Social Objects**, not t...
“Elegant Organisation”<br />You don’t start communities. They already exist. They’re already doing what they want to do. T...
Sharing Stories<br />What happens when you tell stories? Two magical things: You build trust with other people in your net...
Stories and Listening to Brand Attributes<br />Your own stories are ego centric<br />Stories others tell about you to frie...
What is a Feed Story? (Facebook Guidelines)<br />A Feed story describes a single specific action between an actor and an o...
Purpose Motive Linux-Apache-Wikipedia<br />Drive #1: Eat when we’re hungry. Drink when we’re thirsty. Etc.<br />      Driv...
The largest funding platform for creative projects in the world<br />
platform facilitates carpooling and carsharing<br />put passengers in touch with drivers – who are free to put a price on ...
57<br />
58<br />
Wine Communities <br />59<br />
Service-Dominant Logic<br />A logic that views service, rather than goods, as the focus of economic and social exchange i....
S-Commerce Strategies<br />ACQUISTION<br />RETENTION<br />$$$<br />Groupon<br />✔<br />Online<br />✔<br />F-commerce<br />...
How Shoppers Make Buying Decisions<br />Which of the following are the three most important sources of information that yo...
Groupon fuels innovation: at all levels of each stage of retail value chain <br />Product<br />Price <br />Merchandising <...
S-Commerce Category Opportunities<br />Recommendations and reviews<br />Social network<br />Service /syndication<br />Grou...
Social media marketing<br />The benefits of social media marketing practice<br />brand equity<br />build enduring and inti...
Agenda – SMMP (stage 1)<br />Marketing transition <br />8s framework <br />The beginning of social search<br />Tools and t...
Facebook is My Newspaper(Susie Wilkening, http://reachadvisors.typepad.com/)<br />67<br />
	Social Search<br />	It could represent a monumental shift in search technology. All major engines analyze the link struct...
Detecting flu trends using search engine query data (intentionality)<br />
16 million people in the UK accessed Internet via mobile phones in December 2009. <br />Total of 6.7 billion pages and 4.8...
Australia Leads Average Time Spent per Person on Social Media Sites<br />Facebook accounted for 56 % of total number of se...
Australia Leads Average Time Spent per Person on Facebook<br />72<br />
Referral & Destination Traffic for April 2010agl & originenergy<br />Sites people visit before going to agl.com.au<br />fa...
Alexa Audit 12/04/11  – Demographics of Australian Web Sites (.au)<br />                          What kind of visitors ar...
How to Participate in Conversations<br />Conversational calendar<br />Keywords/Vocabulary online & offline <br />What topi...
Social Media Conversation Calendar Triggers<br />Tweets ~ 1 to 2 per day<br />Facebook status daily<br />YouTube weekly<br...
8 Levels of  Social Media Analytics<br />http://manobyte.com/blog/index.php/2008/11/what-is-social-media-analytics <br />o...
First Step Monitoring [Brand] Conversations & Tips<br />Social Media Dashboard<br />All social media sources relating to b...
Google Reader<br /><ul><li>Free
Collects info from Twitter, blogs, and other RSS sources
Allows for easy sharing
Info all in one spot
Less real-time (both benefit and drawback)
Track what’s read/not
Powerful: Star, share, email, tag, notes, trends
LinkedIn - Job changes, New connections, Updates and Groups</li></ul>79<br />
Other monitoring options <br />80<br />
Brand Equity - Conversational <br />Conversation Gap (Rubel 2005)<br />Brand share of the online conversation<br />Gap bet...
Conversation Gap - Vacation and Paris<br />* Total identified blogs: 99,181,005 @ 18 December, 2008 <br />82<br />
Conversation Gap - Vacation and Paris or Sydney <br />* Total identified blogs: 151,048,780 @ 24 November, 2010 <br />83<b...
Paris – Equity Share Analysis of Attributes<br />* Total identified blogs: 151,048,780@ 24 November, 2010 <br />84<br />
Blog Mentions:Sydney Opera House, Taj Mahal & Great Wall China<br />A review of the blogosphere on 8 June 2010 reveals 126...
How Social Media Supports the Myth of Paris <br />Casablanca<br />“We'll Always Have Paris”<br />Lamps, Eiffel Tower,franc...
Content Marketing<br />Thought leadership, thought leadership & thought leadership<br />Content marketing is second guessi...
Wikipedia entries well placed on Google<br />Collaborative authoring of content<br />User-edited content<br />17 million W...
Content Syndication<br />RSS<br />Social bookmarking sites<br />News <br />Digg.com, Propeller.com, Reddit.com, Mixx.com, ...
“New Rules of New News Releases” <br />Don’t send news releases only when “big news” is happening<br />Find good reasons t...
Marketing Content<br />Audio and video recordings of interviews,roadshows or roundtables for repurposing  e.g.podcasts<br ...
Diverse Content Practices<br />Millerwelds.com<br />Category killer for welding information<br />Tween Waters Inn (Captiva...
Article Directories<br />EzineArticles.com<br />ArticleDashboard.com<br />Buzzle.com<br />WebProNews (internet marketing)<...
Pyramid of Economics of Social Content<br />Original Content = X<br />Original Content + Ratings/Reviews = 2X <br />Origin...
3 additional campaigns and launched new tv series based on the online content</li></ul>94<br />
Marketing in an Unpredictable WorldDuncan Watts & Steve Hasker, Harvard Business Review, September 2006<br />Increase the ...
Agenda – SMMP (stage 1)<br />Marketing transition <br />8s framework <br />The beginning of social search<br />Tools and t...
Relationships # Technologies<br />In Saren M. (2006) Marketing Graffati, Butterworth-Heinemann  <br />97<br />
98<br />
Social Media Concepts  <br />99<br />
Social Bookmarking<br />Information sharing and promotion for content<br />Delicious acquired by founders of YouTube(AVOS)...
Forums <br />Zappos.com<br />subscription-based<br />forum<br />an online electronics store, gives<br />members the option...
Social Networking <br />Technology and services creating unique personal profiles, mapping out relationships, and leveragi...
Visible Relationships
Connections</li></ul>Profiles: The Real Value Of Social Networks by Charlene Li, Forrester, July 2004<br />102<br />
Popular Social Networking Sites by Country <br />China (420 M) - QQ, Xiaonei (now RenRen), 51, Tencent<br />UK - Facebook,...
Allows employees, consumers, passionate to collate and collaborate<br />Web pages anyone you allow can edit<br />Share bes...
TREND<br />Motivation to Blog<br />The Journal of Advertising Research (Huang et al., Dec 2007) identified five major moti...
Tag Cloud of Paige’s Story About Travel to Paris<br />Created from Daniel Steinbock’sTagCrowd under Creative Commons ©<br ...
Elaboration of Trip to Paris Blog  Story (Means-End & Heider)<br />Woodside,Sood & Miller 2008 When Consumers and Brands T...
Notre Dame
L'Arc de Triomphe - 248 steps up and 248 steps down...
Champs Elysee
Jacquemart Museum
Louvre Lite
Musee D'Orsay
Les Invalides, Napoleon's Tomb and the Napoleon Museum
Sacre Coeur
Monmartre
Rodin Museum
Pompidou Museum
Train to Vernon, bike to Giverny with Fat Tire Bike Tours
http://www.fattirebiketoursparis.com/
Eiffel Tower</li></ul>+<br />1.Gayle<br />+<br />15." Michael Osman is an American artists living in Paris."<br />"He supp...
Linguistic Inquiry and Word Count (LIWC)Text Analysis : The Psychological Power of Words <br />Pennebaker, J. W., Francis ...
Iconic Sites & Scenes from Paris Blog<br />Eiffel tour night show<br />The Marais<br />Notre Dame<br />L'Arc de Triomphe -...
Marketing & Advertising Strategy Implications from Paige’s Story<br />Story told in natural city setting <br />Assume Pari...
Publicity Effectiveness of Blogs versus online Magazines<br />The results of the current study clearly show that the publi...
Flickr - Photos<br /><ul><li>Join a photo sharing site e.g. Flickr or Picasa
Upload photos and create a slideshow
Use the embed code from the slideshow or follow your blogs rules to embed it on your blog. Use HTML tab in blog form.
Optimize photos for the Web via Photoshop or via a Web-based solution(webresizer.com)
Provide interesting captions to your photos to tell the story</li></ul>112<br />
Canada<br />113<br />
Tiffany Co.<br />114<br />
LVMH – Louis Vuitton<br />115<br />
Blendtech & Old Spice <br />700,884<br />Susan Boyle<br />62,169,017<br />“United Breaks Guitars”<br />10,177,221<br />Old...
<ul><li>Check out http://www.youtube.com/t/creators_corner e.g. 3D, cloud editor
Interview people, have a talk show, do a video blog with commentary, make short films, be creative
Embed the video on your blog. Embed code is readily available to the right of your videos on YouTube
Username becomes a channel
Tag videos with appropriate key terms to help others find your content
Explore and post other video sites, like Vimeo, Viddler</li></li></ul><li>User generated video reviews show strong presenc...
<ul><li>Check out http://www.youtube.com/t/creators_corner e.g. 3D, cloud editor
Interview people, have a talk show, do a video blog with commentary, make short films, be creative
Embed the video on your blog. Embed code is readily available to the right of your videos on YouTube
Username becomes a channel
Tag videos with appropriate key terms to help others find your content
Explore and post other sites, like Vimeo, Viddler</li></ul>119<br />
YouTube Insight – Video Analytics <br />120<br />
Archetypes of Consumer Conversations About CG Ads Campbell et al (2011), Understanding Consumer Conversations Around ads i...
Engaging Video Ingredients: Deconstructing a TEDTalk[ TEDTALK 2010] Mini-Documentary Thomas Clifford 1/4/2011<br />Simple ...
UStream.tv<br /><ul><li>Live streaming video from desktop or smartphone
With a laptop and a Web cam or camcorder connectedyou can easily broadcast live from an event
Easy to embed in your blog or Facebook via application
Show pages allow for audience to chat and comment on an episode</li></ul>123<br />
Mashups<br />Web application combining data from more than one source into a single integrated view or tool<br /> Online d...
Agenda – SMMP (stage 1)<br />Marketing transition <br />8s framework <br />The beginning of social search<br />Tools and t...
Australian Facebook DemographicsSource:checkfacebook.com – 22/11/10<br />Country Audience<br />	9,530,800<br />(1.74% of g...
Facebook Pages<br />What would it be like to work with you?<br />News about your business<br />Share your work<br />Share ...
Case Studies - Facebook<br />TommeeTippee Australia <br />Brasnthings<br />SSP (Sydney international airport)<br />Logos B...
Posting to Facebook<br />Post events to Facebook :<br />In your Group or Fan page create an event<br />Invite Fans or Face...
Like, Comment & Share<br />The “Like”, “Comment” and “Share” features on Facebook are three good ways to monitor your post...
Facebook – Main Tabs<br />Wall – mini press releases, announcements<br />Info – static information,  Overview, mission, et...
Facebook Insights<br />Facebook wants your fans to interact with your Page:<br />Wall posts<br />Likes<br />Comments<br />...
The 12 most annoying types of Facebookers<br />The Let-Me-Tell-You-Every-Detail-of-My-Day Bore <br />The Self-Promoter<br ...
Sharing Your Content and InformationDate of Last Revision: October 4, 2010 Statement of Rights and Responsibilities<br />S...
Agenda – SMMP (stage 1)<br />Marketing transition <br />8s framework <br />The beginning of social search<br />Tools and t...
Twitter and Marketing Predictions<br />Tweets is “found data” without asking questions<br />More meaning than typical sear...
Water Cooler Intelligence Microbloggingmicrosharing -> microlearning<br />Status management without walking around -touch...
A Look at the                    Numbers<br />Worldwide visitors approached 10M in Feb 2009, up 700+% vs. Feb 2008 (Comsco...
TWITTER<br />Ambient intelligence<br />Takes microblogging mainstream<br />A giant “coffee shop”<br />Limited to 140 chara...
TWITTER BASICS<br />Handle - @soody<br />Follow – who you’re listening to<br />Replies – have a conversation! @<br />Retwe...
DM (Direct Message)<br />Direct messages (DMs) are Twitter’s private messaging channel like Instant Messaging. <br />Tweet...
Finding People to Follow<br />Go to www.search.twitter.com<br />In the advanced search field enter:  near:2066 within:25km...
Now this is word of mouth!<br />143<br />
This is Negative WOM! <br />        Should We Care?<br />144<br />
Feedback & Complaints Management<br />CustomerService<br />Direct sales via links & Promotions<br />145<br />
 Twitter Tools & Applications <br />CommuterFeed.comusers tweet traffic info<br />TweetDeck<br />TweetStats<br />146<br />
Relationship to IM & e-mail<br />Augments, does not replace<br />Email – longer strands of asynchronous info<br />IM – dir...
First steps<br />Consider FaceBook first <br />Try Twitter or Yammer starting small<br />Have fun, and give them a chance<...
What Can You Do?<br />How could your business provide “elegant organisation” for your customers and staff with Twitter or ...
Agenda – SMMP (stage 1)<br />Marketing transition <br />8s framework <br />The beginning of social search<br />Tools and t...
LinkedIn<br />Over 75 million users <br />2M+ professionals in Australia (~40% of professionals)<br />Widely used in Finan...
Find and recruit staff<br />Create employee groups and pool ideas<br />Create a company profile<br />Network with related ...
Guy Kawasaki’s 11 Ways to Use LinkedIn:<br />1.		Increase your visibility<br />2.		Improve your connectability<br />Improv...
155<br />
VOIP-Podcasting-Webinars<br />VOIP<br />Podcasting<br />Webinars<br />Go To Meeting (https://www1.gotomeeting.com)  <br />...
On demand Webinar Zipcast™ (Slideshare)<br />Competes with GoToMeeting and Webex<br />Meeting on the go <br />Adds social ...
Agenda – SMMP (stage 1)<br />Marketing transition <br />8s framework <br />The beginning of social search<br />Tools and t...
Best Practices - Sharing<br />Add “Share This” widgets to your website<br />Create your own widgets that or visitors can<b...
Best Practices: RSS<br />Make sure your content has an RSS feed<br />Share your RSS feed with site visitors, social networ...
Best Practices:  Blogging<br />Pick an interesting voice<br />Maximize outbound links<br />Set outbound links to be opened...
Best Practices: YouTube<br />Get a nonprofit channel<br />Tag your videos with keywords<br />Embed videos in your blog and...
Best Practices:  Facebook<br />Profiles are for People<br />Get a Page, Get Some Fans<br />Use Groups* for largescale cont...
Best Practices: Twitter<br />70 – 20 – 10 Engagement Model (Angela Maiers)<br />70% - Sharing others voices, opinions, and...
Ping.FmPost Multiple Social Networks Simultaneously <br />Posting methods<br />status updates “@s”<br />micro-blogging “@m...
Agenda – SMMP (stage 1)<br />Marketing transition <br />8s framework <br />The beginning of social search<br />Tools and t...
A New Way of Marketing ? <br />Social Network<br /> Marketing <br />1:1<br /> Marketing <br />‘All Customers<br />in a net...
Giant Global Graph<br />'ll be thinking in the graph. <br />My flights. <br />My friends. <br />Things in my life. <br />M...
Social Network Representation<br />Primary focus is actors & relationships # actors & attributes<br />Nodes (Actors) conne...
170<br />
171<br />
172<br />
Key Network Measures<br />Degree Centrality<br />Betweenness Centrality<br />Closeness Centrality<br />Eigenvector Central...
UCINET 6 <br />UCINET IV for DOS is free <br />Grab bag of techniques and procedures<br />Matrix centered view <br />rows ...
Useful References<br />UCINET user guide<br />Tutorial Prof Hanneman<br />Network Analysis in Marketing (Webster & Morriso...
Data Language (DL)  Filetype<br />dl nr = 6, nc = 4<br />		col labels:<br />hook,canyon,silence,rosencrantz<br />	data:<br...
Standard Data SetsBorgatti, S.P., Everett, M.G. and Freeman, L.C. 2002. Ucinet 6 for Windows. Harvard: Analytic Technologi...
NodeXL - Excel 2007 template for viewing and analyzing network graphs<br />www.codeplex.com/NodeXL<br />179<br />
Agenda – SMMP (stage 1)<br />Marketing transition <br />8s framework <br />The beginning of social search<br />Tools and t...
The benefits of a house (“own”) COMMUNITY<br />Social commerce<br />Donations, gifts, e-coupons…<br />Brand equity<br />bu...
your community<br />Building your community<br />Integration with industry specific platforms<br />Integration with social...
How to Commence<br />Identify where social network data and content can/should be integrated e.g. Web site<br />Leverage e...
OrganisationalView <br />Identify key influencers<br />Maximise budgets<br />Precision targeting<br />Morph “CRM”  to “SRM...
Social CRM <br />Social Networking Platforms And Online Group Services<br />Member profiles<br />Blog: Collaborative blog<...
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Smmp10

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social media marketing practice course being held at University of Technology Sydney

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Smmp10

  1. 1. Social Media Marketing Practice<br />GreatMystery14<br />Suresh S.<br />soody<br />soody<br />www.facebook.com/sureshsood<br />ssood<br />Hero5!<br />twitter.com/soody<br />www.bravenewtalent.com/talent/suresh_sood<br />www.linkedin.com/in/sureshsood<br />scuzzy55<br />GeektoidMangala<br />suresh.sood@uts.edu.au<br />http://www.slideshare.net/ssood/smmp10<br />1<br />
  2. 2. 2<br />
  3. 3.
  4. 4.
  5. 5. …Blogs are like conversations with friends. You share what you feel and what excites you about certain things. It's almost as good as being there. The fact that others can Google your topic and read is like tuning into a television station.<br /> We all want to know what's out there. Who's doing what, shopping where and what products help others. Blogs are just another way to share all the great things, not so great things and just a part of who we are. An outlet if you will. The blogisphere community is all connect and we make contacts in many ways. Through posts, through twitter conversations, through smaller nit community's, live web casts, and through conferences that we met in person. We make many friends and help each other with lot of topics. Many of us are Mom bloggers who stay at home and have no way of making new friends or communicating with others until we found blogging. Blogging creates friendships and that's what makes us real and connected.<br />40 year old Mom blogger “nightowlmama” (#260)<br />
  6. 6. Theory and Research on Consumers’ Reports of Interactions with Brands and Experiencing Primal Forces, Suresh Sood, 2010<br />
  7. 7. Agenda – SMMP (stage 1)<br />Marketing transition <br />8S framework <br />The beginning of social search<br />Tools and tactics of SMMP <br />Facebook fan marketing<br />Twitter and implications for real time marketing<br />B2B Social Networking<br />Best Practices in Social Media<br />Social Graph<br />Social Relationship Management<br />Industry Adoption & ROI<br />Future implications and where will the jobs come from ?<br />7<br />
  8. 8. Social Media Marketing Practice is not Conventional Marketing<br />“a many-to-many mediated communications model in which <br />consumers can interact with the medium, firms can provide <br />content to the medium and, in the most radical departure from <br />traditional marketing environments, consumers can provide <br />commercially oriented content to the medium.”<br />Hoffman & Novak, 1997<br />8<br />
  9. 9. The Content is the Audience<br />In speaking about the mass media of the day, McLuhan stated “the content is the audience.”<br />It’s an amazingly prescient statement.  While the mass media most prominent in McLuhan’s time incorporated a one-to-many broadcast model, he understood that ultimately it was still up to each audience member to control their intake of that media, and to contextualize it in a way that made sense in their own world view.<br />Facebook and the like simply extend this natural capability that media in general (and the people who consume media) have.  Social media explicitly take the one-to-many and make it many-to-many.  The content of social environments is the same as the content of a house party, or a coffee shop.  They are about you.  In fact, ALL media have ALWAYS been about you — they are about what you choose to pay attention to how you make sense of it in your life.<br />McLuhan saw that half a century ago.  Others are still figuring it out.<br />Source: http://mediadriving.com/2009/01/26/what-marshall-mcluhan-knew-about-social-media-that-technology-experts-today-dont/<br />9<br />
  10. 10. Global Village <br />10<br />
  11. 11. Nielsen 2010 Social Media Report<br />9 million Australians interact via social networks<br />Content sharing is the most popular activity<br /> 4 in 5 Australian Internet users shared a photo<br /> Twitter usage grew by 400% in 2009<br /> Nearly 3/4 of Australians read a wiki<br />2 in 5 Australians interact with companies via social networks<br />11<br />
  12. 12. Collision of Marketing, Customer Service and PR <br />“United Breaks Guitars”<br />“They Shake me”<br />12<br />
  13. 13. The Future of Customer Support<br />Support is a major marketing asset<br />Teaches marketers how to deal with “messiness”<br />Gems in unstructured user generated content <br />Facilitate customers to self-support each other<br />Provides direct feedback to product development<br />13<br />
  14. 14. WHAT DO CUSTOMERS WANT ?<br />A Relationship<br />Promptness<br />Promises Kept<br />Kept Informed<br />Follow Up<br />No Surprises<br />Do It Right First Time<br />Accessibility<br />Responsiveness<br />Knowledgeable People<br />Source : <br />Ray Kurdupleski, (ex-AT&T) & Universal Card Services case study, Bradley T Gale, “Competing on Value”<br />14<br />
  15. 15. Example: Outside London flat<br />15<br />
  16. 16. Challenges Connecting with Council<br />16<br />
  17. 17. Engaged Citizen looking for new ways to connect with Council<br />17<br />
  18. 18. Challenge Today : Moving from Transactions Alone to Relationships<br />Future State<br />= Citizen Engagement<br />(relationships) <br />We don’t do this really e.g. User generated content, ratings, reviews, 1:1 dialogue<br />Current State<br />= Transactions <br />We do this stuff well e.g.<br />Fines, Service Fees …<br />18<br />
  19. 19. Move to Citizen Facing Systems & Relationships<br />Food Safety Offences (www.foodauthority.nsw.gov.au/penalty%2Dnotices/) publishing breaches in food safety to the citizens of New South Wales in Australia.<br />Patient Opinion (www.patientopinion.org.uk/) facilitating dialogue between patients in the United Kingdom and the National Health Service<br />Toronto, MyBikeLane(toronto.mybikelane.com/) reporting bike lane violations in Toronto. Little Bee is top offender. So far, zero violations at http://sydney.mybikelane.com/<br />19<br />
  20. 20. Social Media Marketing Challenge<br />Low engagement consumer(click on content : limited effort & no content generation )<br />Bookmarking <br />Clicking a link to share info or start a discussion thread<br />Video or photo viewing<br />Rate a service<br />Touch someone, teleport or gesture via avatar in Second Life (SL) virtual tourist location <br />Microblogging (Twitter) – 140 characters SMS (excludes Australia) <br />Commenting on a blog entry<br />Write a review<br />Create a video blog entry/vlog<br />Build a city in SL, allow avatars to vote on favorite monuments or learn a language<br />High engagement consumer( effort spent on content creation e.g. take a video, create artifact )<br />Level of Engagement  Brand Signal  Brand Equity <br />20<br />
  21. 21. September 2009 “Midlife Australians Flock To Social Media”<br />Forrester Groups Social Media Activities Into Five Categories<br />21<br />
  22. 22. September 2009 “Midlife Australians Flock To Social Media”<br />Middle-Aged Australians Increased Content Consumption And Use Of Social Networks<br />22<br />
  23. 23. September 2009 “Midlife Australians Flock To Social Media”<br />Middle-Aged Australians Increased Content Consumption And Use Of Social Networks (Cont.)<br />23<br />
  24. 24. March 2011 “Online Australians Shift To Social Networks”<br />Most Online Australian Adults Use Social Media Regularly<br />Increasing social media engagement<br />24<br />
  25. 25. Leisure Conversationalists<br />Base: US online leisure travelers<br />Source: Forrester’s North American Technographics® Travel Online Studies, Q1 2010<br />25<br />
  26. 26. Generation Y & 2020 <br /> ...”They have a different understanding of ‘basic skills’ – wanting to get high-level overviews and return for ‘deeper dives’ when and if needed……………they are very much just-in-time learners and they will go to the Internet or other sources as they need information or skills…<br />In 2020<br /> most Baby Boomers will have retired while Generation Y will<br /> dominate employment, comprising 42% of the workforce<br /> average job tenure will be around 3 years (4 years today) with voluntary annual turnover approaching 20%. More than 1 in 3 workers will be employed on a casual basis. <br /> Australia in 2020, Mark McCrindle <br />
  27. 27. Comparing User Engagement Across Different Ad Types<br /> (Psychster and allrecipes.com, 2010)<br />Sponsored Content ads, in which individuals viewed a holiday page that was “brought to you by” a leading brand, were the most engaging but produced the least purchase intent of the 7 ad types tested.<br />Corporate Profiles on social-networking sites produced greater purchase intent and more recommendations when users could become a fan and add the logo to their own profiles than when they could not.<br />Give and Get Widgets in which individuals could create and customize something (a car or a dinner menu) and then either send it to a friend (“give” widget) or keep it for themselves (“get” widget) were more engaging than traditional banner advertisements but no more likely to produce an intent to purchase.<br />Above conclusions held across brands (a leading soup brand and a leading car brand) and publishers (on Allrecipes.com and on Facebook.com), but like traditional ads, widgets had increased success if the brand was relevant to the website (i.e a soup brand on a cooking website).<br />
  28. 28. Go-Nowhere-Gamers<br />“Perhaps worryingly, a new generation will reject travel altogether in favor of gaming, social networking and ‘always on’ media,” the report states. “As in-home leisure is becoming more engaging, a group of young people will emerge who do not go out any more.”<br />Future of Free Time, April 2010<br />28<br />
  29. 29. Agenda – SMMP (stage 1)<br />Marketing transition <br />8s framework <br />The beginning of social search<br />Tools and tactics of SMMP <br />Facebook fan marketing<br />Twitter and implications for real time marketing<br />B2B Social Networking<br />Best Practices in Social Media<br />Social Graph<br />Social Relationship Management<br />Industry Adoption & ROI<br />Future implications and where will the jobs come from ?<br />29<br />
  30. 30. 8 S’s of Social Media Marketing Practice<br />1. Social Graph<br />6. Social <br />(being vs having)<br />2. Story Feed (Stream)<br />7. Service Dominant<br />8. Social Commerce<br />3. Social Gesture<br />5. Sharing Stories<br />4. Social Object<br />30<br />
  31. 31. “We Are Building A Web Where The Default Is Social”(Zuckerberg, 3rd F8 developer conference, San Francisco)<br />Open Graph not just has a record of relationships with other people (“friends”)but database of relationships with everything else mapping interests<br />Any action on websites outside of Facebook.comupdate the profile and “Open graph” via social plugins<br />Facebook Open Graph is a “proxy you”, your preferences, behaviours and friends anywhere on web.<br />Recommendations from friends not strangers<br />Most personalised search engine with not only your tastes but friends tastes<br />31<br />
  32. 32. Facebook Object Types for Social Graph <br />latitude <br />longitude <br />street-address<br />locality <br />region<br />postal-code<br />country-name<br />Contact Info :<br />email<br />phone_number<br />fax_number<br />location<br />32<br />
  33. 33. 33<br />
  34. 34. The BBC as Social Graph<br />Topics <br />Events<br />Music<br />Programmes<br />Users<br />Gardening<br />News<br />Food<br />34<br />
  35. 35.
  36. 36. Facebook EdgeRanksource: 6 Tips to Increase Your Facebook EdgeRank and Exposure by Jim Lodico, 28/4/2011<br />Object = status update or post<br />Edge = like, comment or interaction with object<br /> Interesting info  more people interactions resulting in higher rank and story in “Top News” <br /> Posting status updates without conversation does not get high rank and move into “Top News” feed<br />EdgeRank is based on sum of three factors: <br />affinity or the relationship between the creator and user<br />interaction with the object (likes, commentshave different levels of user engagement) <br />timeliness means new objects have better chance<br />6 Tips to increase EdgeRank<br />Publish objects that encourage interaction<br />Create a forum<br />Make most of photos and videos<br /> Share links<br />Keep it fresh<br />Ask users to share <br />
  37. 37. The Facebook Newsfeed (Stream)<br />Being able to quickly parse through what your friends are up to, in line, and in reverse chronological order is the cleanest and simplest way to navigate a social net.(The News Feed - A Powerful UI Innovation, Fred Wilson, December 10,2007)<br />Today we're ready to declare The Newsfeed the dominant internet metaphor of the day; the cascading waterfall of updates from your friends, with comments swirling even around those - that model is everywhere now!<br />(Having Conquered Flickr & Yahoo, "The Newsfeed" Is Now the Dominant Info-Metaphor of Our Time, Marshall Kirkpatrick, Read Write Web, October 16, 2008)<br /> A method for displaying a news feed in a social network environment is described. The method includes generating news items regarding activities associated with a user of a social network environment and attaching an informational link associated with at least one of the activities, to at least one of the news items, as well as limiting access to the news items to a predetermined set of viewers and assigning an order to the news items. The method further may further include displaying the news items in the assigned order to at least one viewing user of the predetermined set of viewers and dynamically limiting the number of news items displayed. (US Patent 20080040673, Zuckerberg et al.)<br />37<br />
  38. 38. Social Gesture <br />@<br />Block<br />Bookmark<br />Check-in (Foursquare)<br />Comments<br />#tags<br />(Un)Follow<br />Like (Facebook)<br />Share<br />Pokes<br />Retweet<br />Reblog<br />Status update<br />(Un)Subscribe<br />38<br />
  39. 39. Opportunities to Influence<br />When you are in a good mood<br />When world view no longer makes sense<br />When you can take action immediately<br />When you feel indebted because of a favor<br />Immediately after you have made a mistake<br />Immediately after you have denied a request<br />
  40. 40. Social Psychology<br />Reciprocity: we want to repay, in kind, what another person has provided us<br />Consistency: desire to be (and to appear) consistent with what we have already done<br />Social proof: to determine what is correct find out what other people think is correct<br />Authority: deep-seated sense of duty to authority<br />Likeability: we say yes to someone we like<br />Scarcity: limitation enhances desirability<br />Robert B. Cialdini, Influence: The Psychology of Persuasion (revised; New York: Quill, 1993)<br />
  41. 41. Social Media Marketing and Principles of Influence(adapted from blog of MischaCoster) <br />Following, Connecting or Friends<br />Who are you/what can you bring me/ What do others say about you ?<br />Begin with Reciprocation (what will you bring ) to build followers<br /> Liking and similarities<br />Reciprocation and Liking => Drives social proof <br />How does scarcity work in social media world of free downloads<br />Social Media =sharing, giving and receiving<br />Scarcity in social media = unique value <br />Authority<br />Quantity of internet publications (Social proof) vs. Quality (Reciprocity)<br />Authority most important and influential on topics of fact<br />Google ranks people – higher ranking for important pages and sites <br />Expert on matters of fact emphasize authority when presenting <br />Matters of taste (film, restaurant or hotel etc.) consensus, number of things <br />To begin share valuable information and share authorities in agreement <br />41<br />
  42. 42. Social Media Marketing and Principles of Influence(adapted from blog of MischaCoster) <br />Critical mass of social proof<br />Lower mass than offline media<br /> Similarity in network of shared of interests and backgrounds<br />Not as many dissimilar others as offline<br />Commitment and Consistency in Social Media<br />Small effort for small favour to retweet, review or ask opinion <br />How do we create a request for larger favour later ?<br />Reciprocal response (the favour in return to your request) needs to be made actively, publicly and voluntarily (no one is forcing me to do any of this)<br /> Ask for action publicly made e.g. comments on website, share on other websites or within network<br /> Enough effort not to scare but meaningful step<br />Facebook like’ button is a very small effort but publicly made (gets shared in your own network)<br />Liking a product, band or actor allows marketer to make a bigger request later e.g. visit demo offline<br />Like is consistent with preference to allow supplier to send relevant information<br />Characterise in terms of larger issues (internal to individual) <br />For an environmental cause (after “like” ) ask given importance of cause to individual would they become an ambassador in the network or geography <br />Characterisein terms of larger issue not something small they did<br />You call the commitment to be logically consistent with what you have already done that you would do this larger one, because you are favorable to this cause or to this type of consumer product <br />42<br />
  43. 43. Social Media Marketing and Principles of Influence(adapted from blog of MischaCoster) <br />Social proof vs. Bystander effect<br />Social proof ( show certain behaviour when enough others show and makes you want it more)<br />Bystander effect builds on theory of diffusion of responsibility with more people around, the less I will feel personally responsible for taking action in situations the appeal to my sense of responsibility<br />Conflict when enough others donate I don’t need to do so makes it unnecessary to act <br /> Last year 75% participated - would you be willing ? - Nobody else has done it this year, so I still need you to do it!” <br /> Norm is social proof <br />Wisdom of Crowds & creating social proof<br />set up and monitor user groups, interest groups, customer networks that allow marketers to learn rather then to teach about their product<br />This was one of the highest scoring products among our test group<br />This tested great among all the people that we tried it out on the internet <br />43<br />
  44. 44. Research Based Importance of Social Proof<br />“Werther” effect <br />people suicide in copycat behaviour<br />Pluralistic Ignorance <br />Personal responsibilty is high if only one onlooker of distressed person <br />Peer behaviour<br />Child learning skill vs Parental instruction<br />Herd Behaviour<br />Marketing implications<br />Word of mouth, testimonials, case studies <br />
  45. 45. Why Do People ‘Like’ A Company Or Brand?<br />PalomaVazquez on November 1, 2010, www.psfk.com<br />Extract from report released by ExactTarget and CoTweet<br />
  46. 46. Social Proof and Social Media Marketing <br />High subscriber counts get more subscribers faster<br />Lots of blog post comments end up with many more<br />Social news with lots of votes and interesting headlines gets votes form others before being read<br />Popular bookmarks get even more popular<br />Retweeted content spreads even faster through further retweeting<br />Recommended content more favourable than found<br />Quality,quality & quality content spreads with social proof through reciprocity and liking establishing authority with people and Google <br />Blogging Content creates bonding with customers <br />
  47. 47. Social Objects <br />47<br />
  48. 48. “…why social objects are the future of marketing.” (MacLeod 2008)<br />Social Networks form around Social Objects**, not the other way around.<br />(** Term attributed to JyriEngstrom) MacLeod Hugh (2008) GapingVoid.com<br />48<br />
  49. 49. “Elegant Organisation”<br />You don’t start communities. They already exist. They’re already doing what they want to do. The question you should ask is how you can help them do that better. Bring them “elegant organisation”.<br />Jeff Jarvis (2009) quoting Mark Zuckerberg (Creator of Facebook) in<br />“What Would Google Do?” Harper Business <br />49<br />
  50. 50. Sharing Stories<br />What happens when you tell stories? Two magical things: You build trust with other people in your network, and from there you build empathy…is when you share the emotions that other people have and express. It’s a powerful, deeply primal experience.<br />ShareThis! Deanna Zandt, Berrett-Koehler Publishers, 2010<br />50<br />
  51. 51. Stories and Listening to Brand Attributes<br />Your own stories are ego centric<br />Stories others tell about you to friends and associates (future prospects) are powerful<br />What vocabulary do others use<br />What do others tell about your skills<br />What stories do you tell about others<br />Brand attributes are what others write and repeat<br />
  52. 52. What is a Feed Story? (Facebook Guidelines)<br />A Feed story describes a single specific action between an actor and an object. Examples: <br />"Peter joined the cause Leukemia and Lymphoma Society." <br />"Ari posted a song to Serkan's profile." <br />"Peter thanked Ronnie for his donation." <br />A Feed story contains valuable information that the actor wants to share and others want to consume. <br />A Feed story is well-designed, succinct, and if appropriate, features an attached piece of media that further describes the action or the object of the action. Examples: <br />"Peter joined the cause Leukemia and Lymphoma Society." <br />"<Leukemia and Lymphoma Society Logo> <blurb about the society>" <br />Design Guidelines<br />Feed story body: <br />Shows more details about the action or object. <br />Does not repeat information in the headline. <br />Does not include promotional links or explicit calls to action. <br />Example: "<Leukemia and Lymphoma Society Logo> <blurb about the society>" <br />Action Links: <br />Appear on all stories <br />Feature contextually relevant calls to action <br />Only one action link with a max of 25 chars can appear in a Feed story <br />Cannot contain any formatting characters (like "[", "]", "|") <br />Example: "Comment - Share - Join Cause" <br />52<br />
  53. 53. Purpose Motive Linux-Apache-Wikipedia<br />Drive #1: Eat when we’re hungry. Drink when we’re thirsty. Etc.<br /> Drive #2: Respond to rewards and punishments in our environment.<br /> Drive #3: We do things because they’re interesting and because they’re engaging and because they’re the right things to do and because they contribute to the world. (!!!)<br />“Our Third Drive, intrinsic motivation, is the most powerful.”<br />Drive: The Surprising Truth About What Motivates Us, Daniel Pink, Riverhead 2009 <br />
  54. 54. The largest funding platform for creative projects in the world<br />
  55. 55.
  56. 56. platform facilitates carpooling and carsharing<br />put passengers in touch with drivers – who are free to put a price on the rides they offer<br />100,000 passengers find rides through Comuto per month<br />traffic has doubled since volcanic eruption in Iceland<br />56<br />
  57. 57. 57<br />
  58. 58. 58<br />
  59. 59. Wine Communities <br />59<br />
  60. 60. Service-Dominant Logic<br />A logic that views service, rather than goods, as the focus of economic and social exchange i.e., Service is exchanged for service<br />Essential Concepts and Components<br />Service: the application of competences for the benefit of another entity<br />Service (singular) is a process—distinct from “services”— particular types of goods <br />Shifts primary focus to “operant resources” (skills and knowledge) from “operand resources” (static and tangible)<br />See value as always co-created (Market With<br /> i.e. Collaborate with Customers & Partners to Create & Sustain Value)<br />Sees goods as appliances for service delivery<br />Implies all economies are service economies<br />All businesses are service businesses<br />Vargo, S.L. and R.F. Lusch (2004). <br />“Evolving to a New Dominant Logic for Marketing, Journal of Marketing 68(January): 1-17<br />60<br />
  61. 61. S-Commerce Strategies<br />ACQUISTION<br />RETENTION<br />$$$<br />Groupon<br />✔<br />Online<br />✔<br />F-commerce<br />Amazon<br />Amazon<br />Amazon<br />Physical availability<br />See, touch, smell<br />Try /use<br />Human interaction<br />Offline<br />✔<br />✔<br />✔<br />Key opportunities – social selling and social loyalty/retention<br />
  62. 62. How Shoppers Make Buying Decisions<br />Which of the following are the three most important sources of information that you use to help make buying decisions?<br />60%<br />60%<br />Online reviews more important than in-store employees, traditional media, and social networking <br />50%<br />40%<br />30%<br />29%<br />29%<br />27%<br />24%<br />23%<br />20%<br />21%<br />19%<br />14%<br />10%<br />11%<br />10%<br />0<br />Friends / Family<br />Data on mfg. sites<br />Online reviews (store-based retailer sites)<br />In-store employees<br />Customer reviews on social networks<br />Customer reviews (online- only retailer sites)<br />Print<br />Customer reviews on blogs, message boards<br />TV<br />Online professional reviews<br />In-store product displays<br />Sample Size = 1,000 U.S. consumers<br />Source: Cisco IBSG Research & Economics Practice, 2010<br />
  63. 63. Groupon fuels innovation: at all levels of each stage of retail value chain <br />Product<br />Price <br />Merchandising <br />Payments <br />Fulfilment<br />
  64. 64. S-Commerce Category Opportunities<br />Recommendations and reviews<br />Social network<br />Service /syndication<br />Group Buying <br />Retail or manufacturer site<br />Social network<br />Service /syndication<br />Communities<br />Retail or manufacturer site<br />Social network<br />Service /syndication<br />
  65. 65. Social media marketing<br />The benefits of social media marketing practice<br />brand equity<br />build enduring and intimate brand relationships<br />Social ✔commerce<br />accountable commercial outcomes<br />research & development<br />generate ideas, develop insights, test strategies<br />knowledge management <br />generate, aggregate, disseminate organisational knowledge<br />
  66. 66. Agenda – SMMP (stage 1)<br />Marketing transition <br />8s framework <br />The beginning of social search<br />Tools and tactics of SMMP <br />Facebook fan marketing<br />Twitter and implications for real time marketing<br />B2B Social Networking<br />Best Practices in Social Media<br />Social Graph<br />Social Relationship Management<br />Industry Adoption & ROI<br />Future implications and where will the jobs come from ?<br />66<br />
  67. 67. Facebook is My Newspaper(Susie Wilkening, http://reachadvisors.typepad.com/)<br />67<br />
  68. 68. Social Search<br /> It could represent a monumental shift in search technology. All major engines analyze the link structure of the Web as a key ingredient in determining what pages are most relevant -- a breakthrough that Google championed when it launched in 1998.<br /> A Web page that has a lot of other sites linking to it will rank higher, figuring more prominently in a given search, than one with only a few incoming links. Social search aims to shift power from Web publishers, who create these links, to everyday Internet users by examining their bookmarks or giving them tools to express their opinions.<br />Current technology "delegates to Webmasters to decide what is important for the rest of us," says Bradley Horowitz, director of technology development at Yahoo. "Social search is about democratizing this power.”<br />Yahoo Social Circle by Ben Elgin, January 23, 2006, Business Week <br />68<br />
  69. 69. Detecting flu trends using search engine query data (intentionality)<br />
  70. 70. 16 million people in the UK accessed Internet via mobile phones in December 2009. <br />Total of 6.7 billion pages and 4.8 billion minutes online during the month. <br />Top 10 sites accounted for 70 per cent of total pages viewed and total time online<br />For comparative purposes 2.4 million Australians went online via mobile in June 2010<br />70<br />
  71. 71. Australia Leads Average Time Spent per Person on Social Media Sites<br />Facebook accounted for 56 % of total number of sessions on social networking/UCG sites in Australia, followed by Yahoo!7 20%, YouTube 10%, Wikipedia (7%) and Blogger (3%) <br />Relates to users of a home broadband internet service. Source: Nielsen Online, June 2010<br />71<br />
  72. 72. Australia Leads Average Time Spent per Person on Facebook<br />72<br />
  73. 73. Referral & Destination Traffic for April 2010agl & originenergy<br />Sites people visit before going to agl.com.au<br />facebook.com (21.19%)<br />google.com (15.57%)<br />google.com.au ( 2.68%)<br />Sites people visit after leaving agl.com.au<br />facebook.com (31.6%)<br />energyaustralia.com.au (< 0.1%)<br />google.com.au (<0.1%)<br />Sites people visit before going to originenergy.com.au<br />google.com.au (46.37%)<br />google.com (25.33%)<br />facebook.com ( 13.90%)<br />Sites people visit after leaving orginenergy.com.au<br />google.com (31.03%)<br />google.com.au (22.31%)<br />facebook.com (9.22%)<br />73<br />
  74. 74. Alexa Audit 12/04/11 – Demographics of Australian Web Sites (.au)<br /> What kind of visitors are we attracting ? <br />visited more frequently by users in the age range 55-64 and no college education.<br />graduate school educated and browse from work.<br />
  75. 75. How to Participate in Conversations<br />Conversational calendar<br />Keywords/Vocabulary online & offline <br />What topics do your customers care about ?<br />What topics are trending in your industry <br />Monitor existing social media via dashboard e.g. Fb or Twitter<br />Use complaints or opportunity to discuss solutions<br /> Become an expert providing service through social exchange<br />75<br />
  76. 76. Social Media Conversation Calendar Triggers<br />Tweets ~ 1 to 2 per day<br />Facebook status daily<br />YouTube weekly<br />New content ~ 3 to 5 hours per month<br />New online contacts ~ 1 hour per month <br />New blog post ~ 1 per working day<br />
  77. 77. 8 Levels of Social Media Analytics<br />http://manobyte.com/blog/index.php/2008/11/what-is-social-media-analytics <br />orginally adapted from Davenport T (2007), Competing on Analytics <br />77<br />
  78. 78. First Step Monitoring [Brand] Conversations & Tips<br />Social Media Dashboard<br />All social media sources relating to brand<br />RSS technologies<br />Mashups(e.g. YouTube, Flickr, Twitter, Nielsen, Google )<br />Weak Signals<br />Twitter early warning in advance of blogging<br />Set up comprehensive Google Alerts<br />Set up a feed reader with relevant blogs and new feeds<br />Use Twitter Search to follow hashtagsand keywords in Twitter streams<br />Start immediately (~3 mins) with Netvibes and vocabulary <br />78<br />
  79. 79. Google Reader<br /><ul><li>Free
  80. 80. Collects info from Twitter, blogs, and other RSS sources
  81. 81. Allows for easy sharing
  82. 82. Info all in one spot
  83. 83. Less real-time (both benefit and drawback)
  84. 84. Track what’s read/not
  85. 85. Powerful: Star, share, email, tag, notes, trends
  86. 86. LinkedIn - Job changes, New connections, Updates and Groups</li></ul>79<br />
  87. 87. Other monitoring options <br />80<br />
  88. 88. Brand Equity - Conversational <br />Conversation Gap (Rubel 2005)<br />Brand share of the online conversation<br />Gap between the total number of conversations about a category and the proportion which mention the brand operating in the category<br />Equities of a Brand (Stein 2006)<br />Topics being mentioned in conversations about a brand with equity share corresponding to the frequency at which each topic is mentioned<br />See pp 115-116 Cook, N 2008. Enterprise 2.0 Hampshire,England: Gower Publishing<br />81<br />
  89. 89. Conversation Gap - Vacation and Paris<br />* Total identified blogs: 99,181,005 @ 18 December, 2008 <br />82<br />
  90. 90. Conversation Gap - Vacation and Paris or Sydney <br />* Total identified blogs: 151,048,780 @ 24 November, 2010 <br />83<br />
  91. 91. Paris – Equity Share Analysis of Attributes<br />* Total identified blogs: 151,048,780@ 24 November, 2010 <br />84<br />
  92. 92. Blog Mentions:Sydney Opera House, Taj Mahal & Great Wall China<br />A review of the blogosphere on 8 June 2010 reveals 126.87 million blogs <br />85<br />
  93. 93. How Social Media Supports the Myth of Paris <br />Casablanca<br />“We'll Always Have Paris”<br />Lamps, Eiffel Tower,france, <br />night, street, notredame, <br />bw, church, architecture, <br />toureiffel, city, cathedral,<br />louvre, museum <br />City of love , city of lights, landmarks , museums & galleries, Cafés, coffee, conversations, friendship, artists, lovers, philosophers<br />86<br />
  94. 94. Content Marketing<br />Thought leadership, thought leadership & thought leadership<br />Content marketing is second guessing what your customers need to know and delivering the info in a relevant and compelling manner<br />Best practices, case studies and success stories<br />Not media company driven content but content for customers<br />Provide materials to support a service where customer says <br /> ‘Wow, you really made this easier for me!’”<br /> e.g. Blendtec “Will it blend?”<br />87<br />
  95. 95. Wikipedia entries well placed on Google<br />Collaborative authoring of content<br />User-edited content<br />17 million Wiki Pages <br />Content changes must by approved<br />Articles are cross-indexed<br />Generate articles relating to your organisation,executives and news<br />Monitor articles on wikipedia for reputation management<br />Reference with related entries <br />88<br />
  96. 96. Content Syndication<br />RSS<br />Social bookmarking sites<br />News <br />Digg.com, Propeller.com, Reddit.com, Mixx.com, Shoutwire, Furl.com<br />Bookmarking<br />Del.icio.us<br />Channel surfing <br />StumbleUpon.com<br />SME Marketing<br />SmallBusinessBrief.com<br />SEO<br />Sphinn.com<br />Content marketing<br />Junta42.com <br />89<br />
  97. 97. “New Rules of New News Releases” <br />Don’t send news releases only when “big news” is happening<br />Find good reasons to send news releases all the time<br />Don’t just target a handful of journalists<br />Create news releases appealing directly to your buyers. <br />Write releases rich with your keywords <br />Include compelling offers consumers action<br />Add social media tags with keywords so release can be found<br />Drive people into the sales process with a news release.<br />David Meerman Scott’s The New Rules of Marketing and PR, 2007 <br />90<br />
  98. 98. Marketing Content<br />Audio and video recordings of interviews,roadshows or roundtables for repurposing e.g.podcasts<br />Release schedule focusing on key topics affecting customers with a free subscription <br />Send out news releases through a keyword-optimized service e.g. PRWeb, eReleases (paid) or PR.com, Clickpress (free)<br />Send releases direct to influential bloggers and post on Scribd and FreeIQ<br />Post videos of interviews on YouTube and industry specific video portals specific to your industry<br />Upload audio & video to microsite relevant podcast directories<br /> All articles with own HTML pages on microsite<br /> Each article with social media capabilities, such as letting people add it to Facebook, Digg, or StumbleUpon<br />Provide a free e-book or whitepaper on microsite for downloading to continue the conversation with current customers information on prospects so that you can begin a conversation (no sales pitch education only)<br />RSS feeds available for Web content<br />New news releases are for building key links and for helping bloggers and influencers find the site<br />Upload articles to key vertical and social bookmarking sites <br />If deemed relevant create a Facebook fan page and invite key customers to join the Facebook group<br />Adapted from Joe Pulizzi and Newt Barrett (2009) Get Content Get Customers, McGraw Hill <br />91<br />
  99. 99. Diverse Content Practices<br />Millerwelds.com<br />Category killer for welding information<br />Tween Waters Inn (Captiva Island)<br />Fleishman-Hillard<br />BoomerBlog.com & NextGreatThing.com<br />David Lawrence Centre<br />Mental Health & Substance abuse<br />Kitchen Studio of Naples, Florida<br />annporter.wordpress.com/<br />Maui Wowi Franchisee <br />CoffeesAndSmoothies.blogspot.com<br />Bitemark.com<br />Conversion rate blog<br />Mindjet<br />Pinsent Masons<br />Outlaw.com<br />92<br />
  100. 100. Article Directories<br />EzineArticles.com<br />ArticleDashboard.com<br />Buzzle.com<br />WebProNews (internet marketing)<br />IdeaMarketers.com<br />ArticleAlley.com<br />ArticleCube.com<br />93<br />
  101. 101. Pyramid of Economics of Social Content<br />Original Content = X<br />Original Content + Ratings/Reviews = 2X <br />Original Content + Ratings/Reviews + User generated content = 4X <br />Source: Happe R. (2009) Social Media in the Enterprise, GigaomPRO<br />HGTV<br />Rate My Space<br /><ul><li>over 22MM page views per month, adding new ad revenue
  102. 102. 3 additional campaigns and launched new tv series based on the online content</li></ul>94<br />
  103. 103. Marketing in an Unpredictable WorldDuncan Watts & Steve Hasker, Harvard Business Review, September 2006<br />Increase the number of bets, and decrease their size<br />Focus on detection, measurement, and feedback<br />Follow through with flexible marketing budgets<br />Exploit naturally emerging social influence<br />Build flexibility into supply chains and contracts<br />“The implication for marketing executives is that they should de-emphasize designing, making, and selling would-be hits and focus instead on creating portfolios of products that can be marketed using real-time measurement of and rapid response to consumer feedback”.<br />95<br />
  104. 104. Agenda – SMMP (stage 1)<br />Marketing transition <br />8s framework <br />The beginning of social search<br />Tools and tactics of SMMP <br />Facebook fan marketing<br />Twitter and implications for real time marketing<br />B2B Social Networking<br />Best Practices in Social Media<br />Social Graph<br />Social Relationship Management<br />Industry Adoption & ROI<br />Future implications and where will the jobs come from ?<br />96<br />
  105. 105. Relationships # Technologies<br />In Saren M. (2006) Marketing Graffati, Butterworth-Heinemann <br />97<br />
  106. 106. 98<br />
  107. 107. Social Media Concepts <br />99<br />
  108. 108. Social Bookmarking<br />Information sharing and promotion for content<br />Delicious acquired by founders of YouTube(AVOS)<br />Social bookmarking rank well in search<br />Increase audience reach e.g. non-commercial users<br />Top 4 general sites<br />Digg,Delicious, Redditand Stumbleupon<br />Top niche sites<br />Slashdot.com (technical)<br />Sphinn (search)<br />tipd.com (financial) <br />kirtsy (female) <br />
  109. 109. Forums <br />Zappos.com<br />subscription-based<br />forum<br />an online electronics store, gives<br />members the option of discussing<br />issues regarding specific products<br />myRidez recruits users to demonstrate how to install <br />and upgrade vehicles, it has also made the page fun by<br />asking users to submit photos of the finished vehicle.<br />
  110. 110. Social Networking <br />Technology and services creating unique personal profiles, mapping out relationships, and leveraging connections to accomplish a task.<br />Key characteristics of Network :<br /><ul><li>Personal Profile
  111. 111. Visible Relationships
  112. 112. Connections</li></ul>Profiles: The Real Value Of Social Networks by Charlene Li, Forrester, July 2004<br />102<br />
  113. 113. Popular Social Networking Sites by Country <br />China (420 M) - QQ, Xiaonei (now RenRen), 51, Tencent<br />UK - Facebook, Bebo, MySpace<br />NZ - Facebook, Bebo MySpace<br />USA - Facebook, MySpace, Twitter<br />Korea – Cyworld<br />Japan – Twitter, Mixi.jp (22 M users at 31/10)<br />Germany - Facebook, StudiVZ, MySpace<br />These social networks exclude popular dating sites <br />e.g. Flirtomatic (UK) and loveonline (NZ) <br />103<br />
  114. 114. Allows employees, consumers, passionate to collate and collaborate<br />Web pages anyone you allow can edit<br />Share best practice and knowledge<br />Empower staff and value their experience<br />104<br />
  115. 115. TREND<br />Motivation to Blog<br />The Journal of Advertising Research (Huang et al., Dec 2007) identified five major motivations for a blogger to blog:<br />self-expression<br />life documenting<br /> commenting<br />forum participating<br />information searching<br />The idea of being able to escape the real world<br />Web-based technologies help to unlock existing human needs<br />105<br />
  116. 116. Tag Cloud of Paige’s Story About Travel to Paris<br />Created from Daniel Steinbock’sTagCrowd under Creative Commons ©<br />106<br />106<br />
  117. 117. Elaboration of Trip to Paris Blog Story (Means-End & Heider)<br />Woodside,Sood & Miller 2008 When Consumers and Brands Talk Psychology & Marketing<br />18."We went on Fat Tire's day trip to Monet's gardens and house in Giverny, about an hour outside Paris."<br />17. "I wanted Paige to get a feel for shopping experiences that she would not have at home (aka the ubiquitous mall). "<br />19....."I know Paige will <br />treasure the memory of <br />this girl's trip for many <br />years to come."<br />+<br />16. "On our trip to Giverny, we met a young 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 lamb. We shared two dessert soufflés, one chocolate and the other cherry/almond. Yum"<br />+<br />3. Paris<br />11.Sites<br /><ul><li>The Marais
  118. 118. Notre Dame
  119. 119. L'Arc de Triomphe - 248 steps up and 248 steps down...
  120. 120. Champs Elysee
  121. 121. Jacquemart Museum
  122. 122. Louvre Lite
  123. 123. Musee D'Orsay
  124. 124. Les Invalides, Napoleon's Tomb and the Napoleon Museum
  125. 125. Sacre Coeur
  126. 126. Monmartre
  127. 127. Rodin Museum
  128. 128. Pompidou Museum
  129. 129. Train to Vernon, bike to Giverny with Fat Tire Bike Tours
  130. 130. http://www.fattirebiketoursparis.com/
  131. 131. Eiffel Tower</li></ul>+<br />1.Gayle<br />+<br />15." Michael Osman is an American artists living in Paris."<br />"He supplements his income by being a tour guide." I" found out about him on Fodors"<br />"So I engaged Michael for two days."<br />+<br />2. Paige<br />14. "They had decide to come to Paris to find the Harley Davidson store so they could buy Harley Paris t-shirts."<br />+<br />4.”The occasion was my cousin Paige’s 16th”<br />5. “I am a Canadian and get by in French.”<br />13."The father stretched out his cupped hands which held all of the pieces they were able to recover, including the memory stick and he very solemnly said, "El muerto...".<br />9. "I bought a Paris Pratique pocket-sized book at a Metro station. This handy guide has detailed maps of each arrondisement, as well as the metro lines, the bus lines, the RER and the SCNF (trains). I'll never be without this again."<br />6. "All I can say is WOW! We rented a 2 bedroom, 1 ½ bath apartment (two showers), "Merlot" from ParisPerfect http://www.parisperfect.com/ and boy was it ever perfect! "<br />12. Unforgettable Memories<br />"This trip had so many memories, but here are a few choice highlights........On our very first night, knowing that the Eiffel Tower light show started at 10:00 p.m.... she [Paige] dropped <br />her camera…down 6 flights…we were stunned…Spanish<br />Family below standing below [with pieces of the camera]”<br />10."Six months before our trip, I gave Paige a couple of good guide books on Paris and suggested she let me know what her interests were since after all, this was to be her trip." <br />7. “We had a full view of the Eiffel from our charming little terrace. ....We were within walking distance to two metro stops (Pont d'Alma or Ecole Militaire) "<br />8. "We were walkable to many good bistros, cafes and bakeries and only a few blocks from the wonderful market street Rue Cler." <br />107<br />
  132. 132. Linguistic Inquiry and Word Count (LIWC)Text Analysis : The Psychological Power of Words <br />Pennebaker, J. W., Francis ME, Booth RJ. (2001). Linguistic Inquiry and Word Count (LIWC): LIWC2001. Mahwah: Lawrence Erlbaum Associates. <br />108<br />
  133. 133. Iconic Sites & Scenes from Paris Blog<br />Eiffel tour night show<br />The Marais<br />Notre Dame<br />L'Arc de Triomphe - 248 steps up and 248 steps down...<br />Champs Elysee<br />Jacquemart Museum<br />Louvre Lite<br />Musee D'Orsay<br />Les Invalides, Napoleon's Tomb and the Napoleon Museum<br />Sacre Coeur<br />Monmartre<br />Rodin Museum<br />Pompidou Museum<br />Train to Vernon, bike to Giverny with Fat Tire Bike Tours www.fattirebiketoursparis.com/<br />109<br />
  134. 134. Marketing & Advertising Strategy Implications from Paige’s Story<br />Story told in natural city setting <br />Assume Paris = brand<br />Brand is supporting actor enabling Gayle to achieve her goals of showing Paris to Paige (conscious) and help her coming of age (unconscious)<br />Builds favorable consumer brand relationship: <br /> best friendship (Fournier 1998)<br />Show someone Paris: <br /> Share experience,teacher-student,”fairy-godmother” or be the tourist guide<br />Use social relationships to sell cities<br />Interpersonal relationships (people travel with people) <br />Near conversational interaction with brand:<br /> story is called “I love Paris”<br />110<br />
  135. 135. Publicity Effectiveness of Blogs versus online Magazines<br />The results of the current study clearly show that the publicity effectiveness of blogs is higher than that of online magazines. The use of social media requires marketers to take a step back from traditional campaign thinking and focus more on relationship building. <br />The study conclusively shows that the publicity effectiveness is superior in social media as compared to “traditional” online media. <br />Public-relations practitioners end up in traditional media by reason of news-generating spectacular advertising campaigns, press releases, sponsored competitions, and the like. By contrast, for publicity to find a credible spot on blogs, placement efforts need to begin with genuine relationships with the bloggers.<br />Finding “fashionable friends” online takes time and effort. The return of those investments, however, could provide marketers with a new kind of far-reaching effective publicity generated by blog producers who similarly devote both time and effort to promoting the brands they believe in.<br />Colliander and Dahlen (2011), Following the Fashionable Friend :The Power of Social Media Weighing Publicity Effectiveness of Blogs versus online Magazines, Journal of Advertising Research, pp. 313 – 320.<br />
  136. 136. Flickr - Photos<br /><ul><li>Join a photo sharing site e.g. Flickr or Picasa
  137. 137. Upload photos and create a slideshow
  138. 138. Use the embed code from the slideshow or follow your blogs rules to embed it on your blog. Use HTML tab in blog form.
  139. 139. Optimize photos for the Web via Photoshop or via a Web-based solution(webresizer.com)
  140. 140. Provide interesting captions to your photos to tell the story</li></ul>112<br />
  141. 141. Canada<br />113<br />
  142. 142. Tiffany Co.<br />114<br />
  143. 143. LVMH – Louis Vuitton<br />115<br />
  144. 144. Blendtech & Old Spice <br />700,884<br />Susan Boyle<br />62,169,017<br />“United Breaks Guitars”<br />10,177,221<br />Old Spice <br />The Man Your Man<br /> Could Smell Like<br />30,796,471 <br />** views current as at 25 March 2011<br />
  145. 145. <ul><li>Check out http://www.youtube.com/t/creators_corner e.g. 3D, cloud editor
  146. 146. Interview people, have a talk show, do a video blog with commentary, make short films, be creative
  147. 147. Embed the video on your blog. Embed code is readily available to the right of your videos on YouTube
  148. 148. Username becomes a channel
  149. 149. Tag videos with appropriate key terms to help others find your content
  150. 150. Explore and post other video sites, like Vimeo, Viddler</li></li></ul><li>User generated video reviews show strong presence of strategic advertising elements<br />
  151. 151. <ul><li>Check out http://www.youtube.com/t/creators_corner e.g. 3D, cloud editor
  152. 152. Interview people, have a talk show, do a video blog with commentary, make short films, be creative
  153. 153. Embed the video on your blog. Embed code is readily available to the right of your videos on YouTube
  154. 154. Username becomes a channel
  155. 155. Tag videos with appropriate key terms to help others find your content
  156. 156. Explore and post other sites, like Vimeo, Viddler</li></ul>119<br />
  157. 157. YouTube Insight – Video Analytics <br />120<br />
  158. 158. Archetypes of Consumer Conversations About CG Ads Campbell et al (2011), Understanding Consumer Conversations Around ads in a Web 2.0 World, Journal of Advertising Research, vol 40, no.1, Spring, pp.87-102<br />The Debate <br />The Inquiry <br />Conceptual<br />The <br />Oppositionary<br />Collaborative<br />Emotive<br />The Flame <br />The Laudation <br />121<br />
  159. 159. Engaging Video Ingredients: Deconstructing a TEDTalk[ TEDTALK 2010] Mini-Documentary Thomas Clifford 1/4/2011<br />Simple – video follows two people appearing at an event.<br />Emotional – includes emotional ups and downs.<br />Intriguing - kept in suspense through a compelling storyline.<br />5 main ingredients:<br />Music<br />Interviews<br />Live event: before<br />Live event: during<br />Live event: after<br />122<br />
  160. 160. UStream.tv<br /><ul><li>Live streaming video from desktop or smartphone
  161. 161. With a laptop and a Web cam or camcorder connectedyou can easily broadcast live from an event
  162. 162. Easy to embed in your blog or Facebook via application
  163. 163. Show pages allow for audience to chat and comment on an episode</li></ul>123<br />
  164. 164. Mashups<br />Web application combining data from more than one source into a single integrated view or tool<br /> Online directory of mashups: http://programmableweb.com/mashups<br />124<br />
  165. 165. Agenda – SMMP (stage 1)<br />Marketing transition <br />8s framework <br />The beginning of social search<br />Tools and tactics of SMMP <br />Facebook fan marketing<br />Twitter and implications for real time marketing<br />B2B Social Networking<br />Best Practices in Social Media<br />Social Graph<br />Social Relationship Management<br />Industry Adoption & ROI<br />Future implications and where will the jobs come from ?<br />125<br />
  166. 166. Australian Facebook DemographicsSource:checkfacebook.com – 22/11/10<br />Country Audience<br /> 9,530,800<br />(1.74% of global)<br />126<br />
  167. 167. Facebook Pages<br />What would it be like to work with you?<br />News about your business<br />Share your work<br />Share blog posts<br />Specials and events only on Facebook<br />Use your own voice.<br />127<br />
  168. 168. Case Studies - Facebook<br />TommeeTippee Australia <br />Brasnthings<br />SSP (Sydney international airport)<br />Logos Bible Software<br />Coldstone Creamery<br />Del Mar racetrack<br /> Washington Redskins <br />
  169. 169. Posting to Facebook<br />Post events to Facebook :<br />In your Group or Fan page create an event<br />Invite Fans or Facebook friends to attend the event - this engages your community<br />Share the event specific URL via Twitter too (use bit.ly)<br />Take your Twitter/Blog bit.ly URL and share it on Facebook via the “what’s on your mind” status update by Pasting the link<br />129<br />
  170. 170. Like, Comment & Share<br />The “Like”, “Comment” and “Share” features on Facebook are three good ways to monitor your posts, but more importantly to help spread the word of your events as well as other events that your friends find interesting and relevant.<br />If you don’t want to leave a comment just click on the “like” button<br />If you feel inclined leave a comment. By doing one of these options you are essentially subscribing to any future comments other people may make about this particular posting<br />If you really like the posting and want all of your friends/fans to know about it click on the “share” button.<br />130<br />
  171. 171. Facebook – Main Tabs<br />Wall – mini press releases, announcements<br />Info – static information, Overview, mission, etc.<br />Photos – multiple photo albums<br />Videos<br />You can add custom tabs<br />131<br />
  172. 172. Facebook Insights<br />Facebook wants your fans to interact with your Page:<br />Wall posts<br />Likes<br />Comments<br />Ask questions of your fans<br />Surveys – polls - input<br />Use a casual approach where appropriate<br />132<br />
  173. 173. The 12 most annoying types of Facebookers<br />The Let-Me-Tell-You-Every-Detail-of-My-Day Bore <br />The Self-Promoter<br />The Friend-Padder. <br />The Town Crier<br />TMIer (The Much)<br />The Bad Grammarian<br />The Sympathy-Baiter. <br />The Lurker<br />The Crank<br />The Paparazzo<br />The Obscurist<br />The Chronic Inviter<br />133<br />
  174. 174. Sharing Your Content and InformationDate of Last Revision: October 4, 2010 Statement of Rights and Responsibilities<br />Statement of Rights and Responsibilities<br />Sharing Your Content and InformationYou own all of the content and information you post on Facebook, and you can control how it is shared through your privacy and application settings. In addition: <br />For content that is covered by intellectual property rights, like photos and videos ("IP content"), you specifically give us the following permission, subject to your privacy and application settings: you grant us a non-exclusive, transferable, sub-licensable, royalty-free, worldwide license to use any IP content that you post on or in connection with Facebook ("IP License"). This IP License ends when you delete your IP content or your account unless your content has been shared with others, and they have not deleted it.<br />When you delete IP content, it is deleted in a manner similar to emptying the recycle bin on a computer. However, you understand that removed content may persist in backup copies for a reasonable period of time (but will not be available to others).<br />When you use an application, your content and information is shared with the application.  We require applications to respect your privacy, and your agreement with that application will control how the application can use, store, and transfer that content and information.  (To learn more about Platform, read our Privacy Policy and About Platform page.)<br />When you publish content or information using the "everyone" setting, it means that you are allowing everyone, including people off of Facebook, to access and use that information, and to associate it with you (i.e., your name and profile picture).<br />We always appreciate your feedback or other suggestions about Facebook, but you understand that we may use them without any obligation to compensate you for them (just as you have no obligation to offer them).<br />134<br />
  175. 175. Agenda – SMMP (stage 1)<br />Marketing transition <br />8s framework <br />The beginning of social search<br />Tools and tactics of SMMP <br />Facebook fan marketing<br />Twitter and implications for real time marketing<br />B2B Social Networking<br />Best Practices in Social Media<br />Social Graph<br />Social Relationship Management<br />Industry Adoption & ROI<br />Future implications and where will the jobs come from ?<br />135<br />
  176. 176. Twitter and Marketing Predictions<br />Tweets is “found data” without asking questions<br />More meaning than typical search engine query<br />Large numbers of passive participants in natural settings<br />Twitter can predict the stock market (Lisa Grossman, Wired, Oct 19 2010)<br />Predict movie success in first few weekends of release<br />“…it also raises an interesting new question for advertisers and marketing executives. Can they change the demand for their film, product or service buy directly influencing the rate at which people tweet about it? In other words, can they change the future that tweeters predict?” <br />Tech Review, http://www.technologyreview.com/blog/arxiv/25000/ <br />
  177. 177. Water Cooler Intelligence Microbloggingmicrosharing -> microlearning<br />Status management without walking around -touching base <br />Checking the overall state of company or group - awareness<br />Response and listening – all optional i.e. a pub/sub model <br />Spot check all is well or anyone absent or problems ?<br />Adjust accordingly and move on<br />Collaborate <br />Share info<br />Get to know others<br />More aware<br />What are you working on ?<br />What is taking up time – ask advice <br />What did you learn ?<br />137<br />
  178. 178. A Look at the Numbers<br />Worldwide visitors approached 10M in Feb 2009, up 700+% vs. Feb 2008 (Comscore)<br />180 M unique visitors per month( Huffington Post, 30/4/2010)<br />105,779,710 registered users (ibid) <br />60+% stopped using Twitter a month after joining (Neilsen Online, via Reuters)<br />Older than you think!<br />18-24 year olds 12% less likely than average to visit Twitter<br />25-54 year old crowd is driving this trend<br />45-54 year olds 36% more likely to visit Twitter, making them the highest indexing age group<br />Next is 25-34 year olds: 30% more likely<br />Twitter rose to over 800,000 users in June 2009, up from 13,000 in 2008**<br />Twitter gets a total of 3 billion requests a day via its API<br />Twitter's search engine receives around 600 million search queries per day.<br />2007 ~ 5,000 tweets per day<br />2008, ~ 300,000 tweets per day<br />2009 ~2.5 million tweets every day<br />End 2009 Tweet growth 1,400% reaching 35 million tweets per day<br />Feb 2010 Twitter sees 50 million tweets created per day or 600 TPS<br />Source :Measuring Tweets, twitter blog, @kevinweil, viewed July 5 2010 <br /><http://blog.twitter.com/2010/02/measuring-tweets.html>.<br />Source: Reuters reporter Alexei Oreskovic.<br />** comScore study, June 2009 Reported in Marketing Charts, August 17th 2009<br />138<br />
  179. 179. TWITTER<br />Ambient intelligence<br />Takes microblogging mainstream<br />A giant “coffee shop”<br />Limited to 140 characters<br />Use Twitter to :<br />post blog updates<br />connect with existing members<br />recruit new members<br />139<br />
  180. 180. TWITTER BASICS<br />Handle - @soody<br />Follow – who you’re listening to<br />Replies – have a conversation! @<br />Retweet – RETWEET or RT<br />#FollowFriday (#FF)<br />Avatar – Your picture. Decide Logo or Face<br />Hashtag - #TwOrCo – Twitterers in OC<br />You can create your own hashtag #PUTM<br />140<br />
  181. 181. DM (Direct Message)<br />Direct messages (DMs) are Twitter’s private messaging channel like Instant Messaging. <br />Tweets appear on your home page under the Direct Messages tab<br />Email notifications turned on, you’ll also get an email message when somebody DMs . <br />DMsdon’t appear in either person’s public timeline or in search results. No one but you can see your DMs.<br />You can send DM only to people who are following you. Conversely, you can receive them only from people you’re following.<br />You can send DMs from the Direct Messages tab by using the pull-down menu to choose a recipient and then typing in your note. To send a DM from your home page, start your message with “d username,” like this:<br />dStephenieHow about next Monday? <br />141<br />
  182. 182. Finding People to Follow<br />Go to www.search.twitter.com<br />In the advanced search field enter: near:2066 within:25km<br />Replace with your zip code and extend radius if desired<br />The search results include all Tweeters based within your area<br />Click on a user name and their Twitter page will open<br />Click “Follow”<br />Repeat steps as many times over to check users of interest<br />If you find a local Twitter with lots of followers go to their page and click on the pictures on their page of their followers<br />www.tweetva.com to check a Twitter business listing<br />www.wefollow.comand “Enter a Tag” to follow the results<br />Visit pages of people who follow you and check out their followers to see if you want to follow them<br />142<br />
  183. 183. Now this is word of mouth!<br />143<br />
  184. 184. This is Negative WOM! <br /> Should We Care?<br />144<br />
  185. 185. Feedback & Complaints Management<br />CustomerService<br />Direct sales via links & Promotions<br />145<br />
  186. 186. Twitter Tools & Applications <br />CommuterFeed.comusers tweet traffic info<br />TweetDeck<br />TweetStats<br />146<br />
  187. 187.
  188. 188. Relationship to IM & e-mail<br />Augments, does not replace<br />Email – longer strands of asynchronous info<br />IM – direct conversation, file sharing, video, screen sharing – Skype<br />Phone – more complex messages; more critical conversations where tone is important<br />148<br />
  189. 189. First steps<br />Consider FaceBook first <br />Try Twitter or Yammer starting small<br />Have fun, and give them a chance<br />Add social media to your profile<br />149<br />
  190. 190. What Can You Do?<br />How could your business provide “elegant organisation” for your customers and staff with Twitter or Yammer and themobile phone?<br />150<br />
  191. 191. Agenda – SMMP (stage 1)<br />Marketing transition <br />8s framework <br />The beginning of social search<br />Tools and tactics of SMMP <br />Facebook fan marketing<br />Twitter and implications for real time marketing<br />B2B Social Networking<br />Best Practices in Social Media<br />Social Graph<br />Social Relationship Management<br />Industry Adoption & ROI<br />Future implications and where will the jobs come from ?<br />151<br />
  192. 192. LinkedIn<br />Over 75 million users <br />2M+ professionals in Australia (~40% of professionals)<br />Widely used in Financial Services (Sydney, Brisbane & Melbourne)<br />Australian member usage<br /> ~ 8 minutes per month <br />152<br />
  193. 193. Find and recruit staff<br />Create employee groups and pool ideas<br />Create a company profile<br />Network with related professionals<br />Be a Resource<br />Answer Questions as an expert in your field.<br /> Provide referrals.<br /> Make meaningful connections.<br />Use an Authentic Style in your Profile<br />153<br />
  194. 194. Guy Kawasaki’s 11 Ways to Use LinkedIn:<br />1. Increase your visibility<br />2. Improve your connectability<br />Improve your Google PageRank<br />4. Enhance your search engine results<br />5. Perform blind, “reverse,” and company reference checks<br />6. Increase the relevancy of your job search <br />7. Make your interview go smoother<br />8. Gauge the health of a company<br />9. Gauge the health of an industry<br />10. Track startups. <br />11. Ask for advice. (LinkedIn Answers)<br />Source: http://blog.guykawasaki.com/2007/01/ten_ways_to_use.html<br />154<br />
  195. 195. 155<br />
  196. 196. VOIP-Podcasting-Webinars<br />VOIP<br />Podcasting<br />Webinars<br />Go To Meeting (https://www1.gotomeeting.com) <br />WebEx (www.webex.com)<br />Live Meeting (http://office.microsoft.com/en-au/live-meeting/)<br />Great Web Meetings (www.greatwebmeetings.com)<br />Acrobat Connect Professional/Personal Web Conferencing (www.adobe.com/products/acrobatconnect/)<br />156<br />
  197. 197. On demand Webinar Zipcast™ (Slideshare)<br />Competes with GoToMeeting and Webex<br />Meeting on the go <br />Adds social to invite friends on Facebook and Twitter including chat postings on Facebook<br />Hosts a meeting in less than 30 seconds<br />Click Zipcast on any slideshare presentation<br />Select Public or Private<br />Start Zipcast & enable live video<br />Cons – can’t record, schedule, register or take payments <br />157<br />
  198. 198. Agenda – SMMP (stage 1)<br />Marketing transition <br />8s framework <br />The beginning of social search<br />Tools and tactics of SMMP <br />Facebook fan marketing<br />Twitter and implications for real time marketing<br />B2B Social Networking<br />Best Practices in Social Media<br />Social Graph<br />Social Relationship Management<br />Industry Adoption & ROI<br />Future implications and where will the jobs come from ?<br />158<br />
  199. 199. Best Practices - Sharing<br />Add “Share This” widgets to your website<br />Create your own widgets that or visitors can<br /> share on their own sites and pages<br />Share the content of others<br />Share your own content across platforms<br />159<br />
  200. 200. Best Practices: RSS<br />Make sure your content has an RSS feed<br />Share your RSS feed with site visitors, social network friends<br />Use RSS feeds to help streamline your social media workflow<br />Bloglines Web-based aggregator www.bloglines.com<br />160<br />
  201. 201. Best Practices: Blogging<br />Pick an interesting voice<br />Maximize outbound links<br />Set outbound links to be opened in a new window<br />Invite and encourage conversation<br />161<br />
  202. 202. Best Practices: YouTube<br />Get a nonprofit channel<br />Tag your videos with keywords<br />Embed videos in your blog and website<br />Engage commenters<br />162<br />
  203. 203. Best Practices: Facebook<br />Profiles are for People<br />Get a Page, Get Some Fans<br />Use Groups* for largescale controlled membership<br />Use Events to Generate Attendance<br />Causes: Donations<br /> Note: “Groups” # “groups”<br />163<br />
  204. 204. Best Practices: Twitter<br />70 – 20 – 10 Engagement Model (Angela Maiers)<br />70% - Sharing others voices, opinions, and tools<br />20% - Responding, connecting, collaboration, and co-creating with like-minded Twitter colleagues<br />10% - Promoting and/or chit-chatting<br />164<br />
  205. 205. Ping.FmPost Multiple Social Networks Simultaneously <br />Posting methods<br />status updates “@s”<br />micro-blogging “@m”<br />Blogging “@b blog title^post” <br />
  206. 206. Agenda – SMMP (stage 1)<br />Marketing transition <br />8s framework <br />The beginning of social search<br />Tools and tactics of SMMP <br />Facebook fan marketing<br />Twitter and implications for real time marketing<br />B2B Social Networking<br />Best Practices in Social Media<br />Social Graph<br />Social Relationship Management<br />Industry Adoption & ROI<br />Future implications and where will the jobs come from ?<br />166<br />
  207. 207. A New Way of Marketing ? <br />Social Network<br /> Marketing <br />1:1<br /> Marketing <br />‘All Customers<br />in a network <br /> interrelated’<br />Segment <br />Marketing<br />‘All Customers are different’<br />‘All Customers<br /> in a segment <br />the same’<br />Shotgun<br />Marketing<br />‘All Customers <br />the same’<br />167<br />
  208. 208. Giant Global Graph<br />'ll be thinking in the graph. <br />My flights. <br />My friends. <br />Things in my life. <br />My breakfast. <br />What was that? Oh, yogourt, granola, nuts, and fresh fruit, since you ask.<br />Submitted by timbl on Wed, 2007-11-21<br />http://dig.csail.mit.edu/breadcrumbs/node/215<br />168<br />
  209. 209. Social Network Representation<br />Primary focus is actors & relationships # actors & attributes<br />Nodes (Actors) connected by Links (Ties/relationship or edge)<br />Links represent flows or transfer<br />material goods or information <br />Adjacency list<br />1: 2<br />2: 1, 3<br />3: 2<br />1<br />Graph or<br />sociogram<br />2<br />3<br />Adjacency matrix<br />1 2 3<br />0 1 0<br />1 0 1<br />0 1 0<br />1<br />2<br />3<br />Relationship<br />Actors<br />1 = presence of link<br />0 = no direct link <br />169<br />
  210. 210. 170<br />
  211. 211. 171<br />
  212. 212. 172<br />
  213. 213.
  214. 214. Key Network Measures<br />Degree Centrality<br />Betweenness Centrality<br />Closeness Centrality<br />Eigenvector Centrality<br />Diana’s<br />Clique<br />krackkite.##h (modified labels)<br />Connector<br />(hub)<br />Vendor<br />Contractor ?<br />Broker<br />Boundary spanners<br />174<br />
  215. 215. UCINET 6 <br />UCINET IV for DOS is free <br />Grab bag of techniques and procedures<br />Matrix centered view <br />rows & columns - actors<br />cell value - relationship<br />Citation <br />Borgatti, S.P., M.G. Everett, and L.C. Freeman. 1999. UCINET 6.0 Version 1.00. Natick: Analytic Technologies.<br />Network analysis requires:<br />##h file contains meta data about the network <br />##d file contains the actual data about the network<br />175<br />
  216. 216. Useful References<br />UCINET user guide<br />Tutorial Prof Hanneman<br />Network Analysis in Marketing (Webster & Morrison 2004)<br />www.insna.org(international network for social analysis)<br />176<br />
  217. 217. Data Language (DL) Filetype<br />dl nr = 6, nc = 4<br /> col labels:<br />hook,canyon,silence,rosencrantz<br /> data:<br /> 0 1 1 0<br /> 1 0 1 1<br /> 1 1 0 0<br />dl nr = 6, nc = 4<br /> row labels embedded <br /> col labels embedded<br /> data:<br /> Dian Norm Coach Sam<br /> Mon 0 1 1 0<br /> Tue 1 0 1 1<br /> Wed 1 1 0 0<br /> Thu 0 1 0 0<br /> Fri 1 0 1 1 <br /> Sat 1 1 0 0<br />177<br />
  218. 218. Standard Data SetsBorgatti, S.P., Everett, M.G. and Freeman, L.C. 2002. Ucinet 6 for Windows. Harvard: Analytic Technologies.<br />BERNARD & KILLWORTH<br />FRATERNITY interactions among students living in a fraternity at a West Virginia college<br />HAM RADIO radio calls made over a one-month period (voice-activated recording device)<br />OFFICE interactions in a small business office. <br />TECHNICAL<br />CAMP 92<br />COUNTRIES TRADE DATA<br />DAVIS SOUTHERN CLUB WOMEN observed attendance at women’s club in 1930s<br />FREEMAN'S EIES DATA<br />GAGNON & MACRAE PRISON<br />GALASKIEWICZ'S CEO'S AND CLUBS<br />KAPFERER MINE<br />KAPFERER TAILOR SHOP<br />KNOKE BUREAUCRACIES 10 organizations and two relationships – money & info exchange<br />KRACKHARDT HIGH-TECH MANAGERS<br />KRACKHARDT OFFICE CSS<br />NEWCOMB FRATERNITY<br />PADGETT FLORENTINE FAMILIES<br />READ HIGHLAND TRIBES<br />ROETHLISBERGER & DICKSON BANK WIRING ROOM<br />SAMPSON MONASTERY Experimental and case study of social relationships." Doctoral dissertation, Cornell Univ.<br />SCHWIMMER TARO EXCHANGE<br />STOKMAN-ZIEGLER CORPORATE INTERLOCKS<br />THURMAN OFFICE<br />WOLFE PRIMATES<br />ZACHARY KARATE CLUB<br />178<br />
  219. 219. NodeXL - Excel 2007 template for viewing and analyzing network graphs<br />www.codeplex.com/NodeXL<br />179<br />
  220. 220. Agenda – SMMP (stage 1)<br />Marketing transition <br />8s framework <br />The beginning of social search<br />Tools and tactics of SMMP <br />Facebook fan marketing<br />Twitter and implications for real time marketing<br />B2B Social Networking<br />Best Practices in Social Media<br />Social Graph<br />Social Relationship Management<br />Industry Adoption & ROI<br />Future implications and where will the jobs come from ?<br />180<br />
  221. 221. The benefits of a house (“own”) COMMUNITY<br />Social commerce<br />Donations, gifts, e-coupons…<br />Brand equity<br />build enduring and intimate brand relationships in Australia<br />and globally<br />Research & <br />Development<br />generate ideas, develop insights, test strategies<br />Knowledge management <br />generate, aggregate, disseminate organisational knowledge<br />
  222. 222. your community<br />Building your community<br />Integration with industry specific platforms<br />Integration with social media platforms<br />Leveraging existing offline channels<br />SEO, SEM & SMO<br />
  223. 223. How to Commence<br />Identify where social network data and content can/should be integrated e.g. Web site<br />Leverage existing identity and social graphs where your audience hangs, e.g. Facebook Connect<br />Privacy and permission policies and processes aligned with an open strategy<br />183<br />
  224. 224. OrganisationalView <br />Identify key influencers<br />Maximise budgets<br />Precision targeting<br />Morph “CRM” to “SRM”<br />184<br />
  225. 225. Social CRM <br />Social Networking Platforms And Online Group Services<br />Member profiles<br />Blog: Collaborative blog<br />Forum discussion<br />Shared calendar<br />Photo galleries<br />Video<br />Gartner Magic Quadrant for Social CRM<br />(June 2010)<br />nouhailler.wordpress.com/2010/10/15/social-networking-platforms-and-online-group-services/<br />185<br />
  226. 226. 186<br />
  227. 227. 187<br />
  228. 228. Free Open Source Social Network Engines<br />Elgg Open Source – www.elgg.org<br /><ul><li> open source is often difficult to set up (pretty normal for free)
  229. 229. Elgg is an open source social networking platform
  230. 230. Plugin-in based widgets and additions
  231. 231. No coding required if you don’t want to
  232. 232. Coding possible if you want to
  233. 233. some LAMP knowledge required
  234. 234. Profiles, Activity streams, (micro) Blogging, Groups &</li></ul> Discussions, Pages, Photo & Video Gallery…<br />188<br />
  235. 235. What you will Get <br />Your Own Social Networking Site <br />installed on your own servers on your own network for just your own employees and business partners<br />Tools <br />Enabling employees to connect amongst each other in geographic location<br />share and collaborate within company<br />communicate externally with B2B partners<br />Profiles, Activity Streams, Conversations, Blogging, Social Bookmarking<br />Social Focus<br />Rich profiles foster teamwork and build relationships that span boundaries such as the location, department and job functions. <br />Expert location allows the ability to identify key people who have specific knowledge or strategic business relationships, both internally and externally<br />Allows potential recruits to create profiles and upload references ready for HR or employment beyond face to face meetings<br />Real-time updates <br />on site<br />groups <br />channel activity e.g. a channel can be set up for the SchweizerBundesfeier / Fête nationale Suisse for all parties needing to be informed of special activities e.g. availability of specially baked bread for employees and customers or for key executives to provide inputs for strategic plans<br />Real-time microblogging style conversations with Twitter interactions permissible <br />189<br />
  236. 236. Groups <br />190<br />
  237. 237. Microblogging<br />191<br />
  238. 238. Real-time updates :on site, groups and channel activity.<br />192<br />
  239. 239. Rich, informative profiles for employees, managers and partners<br />193<br />
  240. 240. Existing Implementations <br />Government<br /> * The Executive Lounge<br /> * Hedgehogs.net<br /> * Hill and Knowlton<br /> * Institute of Executive Coaching<br /> * Interactive Games & Entertainment Association<br /> * Live Out There<br /> * UnltdWorld<br /> * Wiley Publishing<br /> * Oxfam<br /> * Royal College of British Architects<br /> * Australian Government<br /> * British Government<br /> * Federal Canadian Government<br /> * MITRE<br /> * New Zealand Ministry of Education<br /> * State of Ohio, USA<br /> * The World Bank<br /> * UNESCO<br /> * United Nations Development Programme<br /> * Canadian Employment and Immigration Union<br /> * Tides Canada<br />Businesses<br />194<br />
  241. 241. Launching a Social Network Service<br />What is your social object ? Define your vocabulary <br />Mobile <br />Photos, Videos, Latest Activity, Members, and Events<br />Keywords for discoverability<br />Welcome centre<br />FAQs<br />Moderation e.g. suspend members, own user moderation<br />Kick start with champions/evangelists/passionates<br />Latest activity<br />Giveaways e.g. book from authors/guest visiting library<br />Monitor registrations<br />Members/volunteers as moderators<br />Link to main web site<br />Promote content via email, Twitter & Facebook<br />Share content on Facebook<br />195<br />
  242. 242. Mobile Site Auditor (Beta)<br />Go to: po2.co/msa<br />Enter email & URL<br />Analyze 100 pages <br />Optimize conversion<br />196<br />
  243. 243. 197<br />
  244. 244. 198<br />
  245. 245. 199<br />
  246. 246. Tools for Lead Generation<br />Facebook, Twitter and LinkedIn <br />Google Alerts and Twitter Alerts reasons to create conversations <br />SocialToo tracks new and lost followers.<br />GeoChirp is focus on a specific geography<br />TubeMogulspread the word with video<br />Twellow finds people<br />Sproutsocial manages social interactions<br />
  247. 247. Agenda – SMMP (stage 1)<br />Marketing transition <br />8s framework <br />The beginning of social search<br />Tools and tactics of SMMP <br />Facebook fan marketing<br />Twitter and implications for real time marketing<br />B2B Social Networking<br />Best Practices in Social Media<br />Social Graph<br />Social Relationship Management<br />Industry Adoption & ROI<br />Future implications and where will the jobs come from ?<br />201<br />
  248. 248. A Tale of Two Business Models for Dating <br />202<br />
  249. 249. Show me the money!<br />Wallflowers (low – or no - engagement in 6 or less channels)<br />Selectives (high engagement in 6 or fewer channels)<br />Butterflies (low engagement in 7 or more channels<br />Mavens (high engagement in 7 or more channels)<br />*Source: Engagement db.com July 2009<br />Prepared by Wetpaint and Altimeter<br />203<br />
  250. 250. Dell<br />Joined Twitter in 2007<br />Has achieved over US$3 million in sales from Twitter followers<br />Multiple accounts<br />Offer special deals with links<br />Tracks conversions with proprietary software<br />204<br />
  251. 251. Measuring the ROI of Social Media<br />In Social Media, several metrics that can be taken into account: <br />Attention (=traffic)<br />Participation (=comments, ratings, etc.)<br />Authority (=Technorati rating, inbound links, trackbacks)<br />Influence (=subscribers, fans, followers)<br />Sentiment (=largely immeasurable)<br />205<br />
  252. 252. Potential Goals & Measures<br />206<br />
  253. 253. Measuring Tips<br />Use URL shorteners like http://bit.ly<br />These services track the number of clicks.<br />If you post a link on multiple social media sites, associate a unique short URL with each site. This can help you to determine variances in your community members across sites.<br />Get addicted to Google Analytics<br />Tracks top referral sites – including social media<br />Number of unique visits<br />Average amount of time per visit<br />Bounce Rate<br />Can help you develop metric benchmarks for envisioning success<br />207<br />
  254. 254. Metrics <br />208<br />
  255. 255. Social Learning <br />209<br />
  256. 256. Social Travel <br />210<br />
  257. 257. Top 12 Travel Tasks<br />Research flights for an upcoming trip <br />Plan a road trip of over 150 miles<br />Get specific advice about a travel destination from people you know or other travelers<br />Get specific advice about a travel destination from people you know or other travelers<br />Research attractions (e.g. zoos, museums, etc.) at your destination<br />Research attractions (e.g. zoos, museums, etc.) at your destination<br />Research hotels for an upcoming trip<br />Choose a vacation destination by looking at options meeting your criteria (e.g. type of trip, price, etc.)<br />Explore options by type of destination (e.g. beach, cruise, etc.) or geographic area (Western US, Europe, etc.)<br /><ul><li>Top 12 travel tasks out of top 200 overall tasks in order of overall task importance.
  258. 258. Green shows top 5 tasks weighted on multiple factors (importance, frequency, etc.)</li></ul>Get pictures or imagery of a vacation destination or a local area<br />Research and plan a trip in a foreign country<br />Organize and plan a last minute getaway<br />Share your itinerary with people you know when planning a trip, for coordinating plans and adding to calendars (mobile)<br />Find a condo or home to rent for a vacation<br />211<br />
  259. 259. Social Media Travel Sites <br />212<br />
  260. 260. Agenda – SMMP (stage 1)<br />Marketing transition <br />8s framework <br />The beginning of social search<br />Tools and tactics of SMMP <br />Facebook fan marketing<br />Twitter and implications for real time marketing<br />B2B Social Networking<br />Best Practices in Social Media<br />Social Graph<br />Social Relationship Management<br />Industry Adoption & ROI<br />Future implications and where will the jobs come from ?<br />213<br />
  261. 261. Social Media Development <br />2009<br />2011<br />2010<br />Adapted from Altimeter Group <br />214<br />
  262. 262. TV 3.0<br />Livestation<br />All your channels in one place<br />Surf and email while you watch<br />Instant, live chat with others watching Livestation<br />Desktop alerts bring you breaking news and Livestation updates <br />Share with friends.<br />Boxee makes it easy for friends to share their favorite movies, TV Shows, and songs with each other, on Boxee or on social networks like Facebook and Twitter. <br />215<br />
  263. 263. Using Geolocation in Marketing<br />Geolocation built into strategy – Nike+<br />Clear reason to share personal information<br />Offer rewards for check-in to location services from social network <br />Use social network geographic data to drive location interaction<br /> Most important factor is social engagement to connect with people or find places liked by people they trust <br />Taplisterconnects beer aficionados with geolocation information about taps<br />40 million + people check in using geolocation<br />Lost in Geolocation<br />Why Consumers Haven’t Bought It and How Marketers Can Fix It<br />by Will Reese and Jamie Beckland<br />Mobile Marketing Report: Spring 2011<br />
  264. 264. Foursquare<br />41% of traffic came from Facebook and Twitter (users share)<br /> Foursquare announced 275,00 check-ins in one March day (2010)<br />UTS Library Kuring-gai (Lindfield, NSW, Australia)<br />“A free USB car charger for whoever is the Mayor of UTS Library Kuring-gai on the 6th of December! To claim your prize come to the research help desk!” <br />Checkout offers http://foursquare.com/businesses/<br />Venue ownerchecks real time stats<br />Recentvisitors, frequent, time of check in gender, broadcast to Fb and Twitter<br /> * Stats from Hitwise<br />217<br />
  265. 265. Social Strategy: How do we do it?<br />Strategy, Management, Resources <br />218<br />
  266. 266. 0.1<br />0.003<br />0<br />5<br />0.2<br />1<br />95<br />99.8<br />99<br />219<br />
  267. 267. Levels of User Engagement<br />Curators<br />Moderate a forum Edit a wiki<br />220<br />
  268. 268. Community Manager <br />Serve customers through listening and responding to needs vs marketing or advertising. <br /> <br />Focus on launching and growing the community through:<br /> <br /> <br />Invite creators and influencers to become charter members of the community<br /> <br />Create evangelists through providing exclusive access to new information, <br /> attendance at pre-launch party and have them provide feedback for future initiatives<br />Start community with conversations and have community manager encourage sharing <br />stories of problems, overcoming issues and successes<br /> <br />Ensure community can be readily found with links from web sites, blogs <br />and other popular social media.<br /> <br />Accelerate community adoption through existing marketing efforts including <br />emails newsletters and create a sense of urgency. <br />221<br />
  269. 269. Curator<br />Hearts, Keys and Puppetry – Twitter Fairy Tale<br />Neil Gaiman fantasy Writer<br />124 Contributors over 8 days<br />10,000 tweets  874 via editorial curation<br />Marie Lenatupot and Tim Stock, What's next for segmentation? Admap Magazine, Feb 2010<br />222<br />
  270. 270. 223<br />
  271. 271. Social Media Planning<br />A. Assess Your Online Inventory<br /><ul><li> Web site and microsites
  272. 272. Video and audio podcasts
  273. 273. Photography
  274. 274. Press coverage
  275. 275. Communities
  276. 276. Blogs (company and external)
  277. 277. Microblogging (Twitter)
  278. 278. External wikis
  279. 279. Communities
  280. 280. Social Networks
  281. 281. Existing policies</li></ul>B. Review Business Strategy<br /><ul><li> Goals
  282. 282. Culture
  283. 283. Plan for stakeholder/executive buy-in
  284. 284. Upcoming initiatives/campaigns</li></ul>C. Audit Audiences*<br /><ul><li> Investors
  285. 285. Board members
  286. 286. Analysts and other pundits
  287. 287. Employees
  288. 288. Customers</li></ul>D. Develop Plan<br /><ul><li> Goals
  289. 289. Objectives
  290. 290. Focus Areas
  291. 291. Strategies
  292. 292. Tactics
  293. 293. Timing / Owners / Milestones
  294. 294. Metrics</li></ul>E. Policy Development<br /><ul><li> Blogging & microblogging</li></ul>F. Bootcamp<br /><ul><li>Best practices overview
  295. 295. Policy overview
  296. 296. Tools training
  297. 297. Blog platform (as needed)
  298. 298. Twitter
  299. 299. Other tools as appropriate</li></ul>Deliverables <br /><ul><li> Approved Plan w/ Metrics
  300. 300. Scope of Work
  301. 301. Budget
  302. 302. Social media policies
  303. 303. Bootcamp </li></ul>224<br />
  304. 304. Social Media Engagement<br />A. Listening<br /><ul><li> Blog monitoring
  305. 305. Microblogs (Twitter, etc) monitoring
  306. 306. Digital news media</li></ul>B. Engagement<br />Blog planning<br /><ul><li>Design and layout
  307. 307. Banner design
  308. 308. Content recommendations/editorial calendar
  309. 309. Coaching bloggers
  310. 310. Ongoing blog counsel</li></ul>Community Development<br /><ul><li> Design and build communities
  311. 311. Best practices for engagement
  312. 312. Monitor
  313. 313. Identify opportunities</li></ul>Microblogging (Twitter, etc)<br /><ul><li> Best practices
  314. 314. Flagging issues for response</li></ul>Social Networks<br /><ul><li>Facebook
  315. 315. LinkedIn</li></ul>Multimedia<br /><ul><li> Video (scripting, production, editing, using our in-house studio)
  316. 316. Podcast series (video or audio)</li></ul>Social Media Relations<br /><ul><li> Strategy and best practices
  317. 317. Outreach/Introductions
  318. 318. Social media releases
  319. 319. SEO counsel</li></ul>Events “In Real Life” <br /><ul><li> Content development
  320. 320. Recruit panelists/speakers
  321. 321. Plan
  322. 322. Logistics
  323. 323. Campaign design
  324. 324. Social media best practices
  325. 325. Followup</li></ul>Tool Recommendation <br /><ul><li> Recommendations based on interest, adoption, quality</li></ul>Deliverables* <br /><ul><li> Blog design/layout
  326. 326. Community development
  327. 327. Social Network app dev
  328. 328. Video development
  329. 329. Event development
  330. 330. Social release development
  331. 331. Coaching and counsel</li></ul>225<br />
  332. 332. Social Media Optimization<br />Measure<br />Blogs<br /><ul><li> Traffic
  333. 333. Post frequency
  334. 334. Comment traffic
  335. 335. Links/Trackbacks
  336. 336. Technorati/Alexa/Other
  337. 337. Anecdotal
  338. 338. Awards</li></ul>Microblogs<br /><ul><li> # Microbloggers (participation)
  339. 339. # of followers (impact)
  340. 340. # Quality of followers (reputation)
  341. 341. # Updates (Presence)</li></ul>Media metrics<br /><ul><li> Share of voice/over time
  342. 342. Volume
  343. 343. Message penetration</li></ul>Performance against deliverables<br /><ul><li> Met/unmet
  344. 344. Trends
  345. 345. Conclusions</li></ul>Tune<br /><ul><li> Revise plan
  346. 346. Reset metrics</li></ul>Toolkit<br /><ul><li> Radian6
  347. 347. Factiva
  348. 348. Backtype
  349. 349. Twitter, Tweetdeck, Twhirl, etc.
  350. 350. BudUrl, Tweetstats, Grader, etc
  351. 351. Google Blog Search & Analytics
  352. 352. RSS</li></ul>Deliverables<br /><ul><li> Performance against metrics
  353. 353. Custom Analysis</li></ul>226<br />
  354. 354. Caution!<br />“Children never put off till tomorrow what will keep them from going to bed tonight”<br /> ADVERTISING AGE<br />227<br />

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