Building your Social Ecosystem: Amol Waishampayan

Building Your Social Ecosystem | Copyright 2011 Maiden Media Group

Digital Experience AgencyMaiden Media Group

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Presented by:: Maiden Media Group

Date: Philadelphia, 15 September 2011

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Maiden Media Group

PRESENTERS:

Amol Waishampayan@amolbigwCreative Director at Maiden Media

Digital Experience Agency

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Who you’re talking to

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Maiden Media Group

What We Do

•Digital Experience Agency•Focus on Web Design and Social Media Strategy & Execution•Developing and Maintaining Digital Brand Presences•Based in Old City, Philadelphia


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About Maiden Media Group

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HASHTAG FOR TONIGHT:

#socialecosystem

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Maiden Media GroupDigital Experience Agency

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The Real Time Opinion-Getter

• Live feedback engine • Works on all iOS devices • Great for events, retail, education, and hospitality

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YORN

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Building Your Social Ecosystem | Copyright 2011 Maiden Media GroupPAGE:


How to use your iPads for today

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You have:•A presence on some social networking sites (facebook, twitter, etc.)•Some framework of a strategy, or a high-level purpose behind what you’re doing•A general interest in social media

You want:•To build your social ecosystem


Why are you here?

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Where do you start?

“The reason why all businesses need to have a social media strategy is because it prevents any misunderstandings and emphasizes why social media is relevant to your business’ overall goals.”-SOCIAL MEDIA EXAMINER


Strategy

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What should you ask yourself?

➡ WHY? Why are you interested in Social Media?

➡ What objectives are you trying to meet?➡ How will you know when you get there?➡ What is the value of accomplishing your goals?

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Use Yorn to answer

• Customer Service

• Building Thought Leadership

• Lead Generation

• Brand Awareness

• Issue Awareness

• Driving Sales

• I’m Not Really Sure


What is the primary objective of your Social Strategy?

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A good social foundationSignificant Following:

•Over 1 millions Likes•Almost 645,000 Followers

Site Integration:•Links between social and main site

Encouraging Conversation:•Pushing retweets

Recognized:•Article in Philly Biz Journal


Philadelphia Phillies

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Are you Lancaster? or CenterCity?


What exactly is a social ecosystem?

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•Social Media Networks (Consumers) vs. Neighborhoods (Residents)

•SMsynergy vs. Public Transit (Connecting)

•Content vs. Attractions/Entertainment (Making It Interesting)

•Brand Evangelists/Influencers vs. Politics (Using Popularity)

•Integration vs. Tourism (Drawing People In)

•Applications vs. Running the City (Understanding Residents)


Components of a Social Ecosystem

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Where does everyone live?


Networks (Neighborhoods)


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What you can find in this template:


INFOGRAPHIC of Social Networks

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Know your AudienceKnow your AudienceKnow your AudienceKnow your Audience

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Define your Audience


Who are you trying to reach?

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What are they interested in? Who are they? Where do they engage?

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What you can find in this template:


Slide or page title goes here

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AWARENESS

EVALUATION

ENGAGEMENT

CONVERSATION

LOYALTY

Communication Goal Potential Tactics

Make people aware of brand, product or issue

Educate people and begin to demonstrate the relevance

Get people involvedby spending timeand interacting

Motivate people to openlysupport you, contributesomething, share WOM

Convert people topromoters & loyalcustomers

Viral videos, games, display advertising, head-of-tail blog

outreach, SEO plus

Brand websites, syndicated content, new media desk & room, social

media outreach

Brand websites, contests, blogs, games, social network

participation

Blog summits, blogs, vlogs, social network groups, blogger

relations, share-able programs

Fan activation centers, co-creation programs,

communities

SOURCE: OGILVY

Social Path to Purchase

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How are all your networks, consumers, and social citizens connected?


Social Synergy (Public Transit)

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Connecting the social platforms, why is this important?

Diverse Audience - Everyone in your audience engages differently

One Voice - Connectivity between the platforms is key

Play your Strengths - Each platform has its own strengths and weaknesses


Social Synergy

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How to make it fun and engaging?


Content (Attractions and Entertainment)

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Types of Content

What you can CONTROL

What you can

INFLUENCEWhere you can

PARTICIPATEWebsite

Private CommunitiesBlogs

Targeted ApplicationsUser-Generated Content

Licensed Tools

Social NetworksPeer-to-Peer

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How do you rally the community?


Contests

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Exposure vs. EngagementEveryone wins (Giveaways) - really drives a spike in your subscribers/presence, drives exposureMany enter, few win (Golden Tickets) - better have a good prize, drives engagementFree content, once you connect, membership ONLY (Exclusive Parties) - Drives massive engagement

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Contest Types

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How to spread the word?


Social Gifting

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Find partners with strategy to align with your goals and vendors to back up execution


Using Gifting Technology


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Find partners with strategy to align with your goals, and vendors to back up execution




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Find partners with strategy to align with your goals, and vendors to back up execution




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How to use popularity to influence the masses?


Brand Evangelists (Politicians)

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Is that even possible?

Focus on Influencing • Credibility • Bandwidth • Relevance • Timing • Confidence


How to ‘Own’ your ‘Earned’ media:

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City/Town Pride - Who are your outstanding denizens?


Gamification Concepts

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HOW TO GO BEYOND TRADITIONAL SOCIAL

TRADITIONAL SOCIAL

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GOING BEYOND

Customized Design

Posting Relevant Content

Listening/Monitoring

Responding/Engaging

Contests/Giveaways

Cross-Platform Sharing

SM BOOTCAMP

Customized Design

Posting Relevant Content

Listening/Monitoring

Responding/Engaging

Contests/Giveaways

Cross-Platform Sharing

80/20 WOM

Social Incentive

Gaming Mechanics


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WHY YOU NEED TO DO MORE THAN CONTESTS

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Contest = SHORT TERM Life

Financial Incentive = SHORT TERM Reward

Common Theme = SHORT TERM

Social Incentive = Keeps Rewarding

Gaming Mechanics = Never Ends

SOCIAL GAMING EXPERIENCEThe 4th & 5th biggest reasons people unlike a Brand on Facebook is because they only wanted to get a one time offer and their posts were too promotional-Marketingcharts.com

TOP REASONS TO UNLIKE A BRAND ON FACE-BOOK1. Too frequent posting2. Wall too crowded 3. Repetitive Content4. Just wanted one-time offer5. Posts too promotional


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THE RIGHT QUESTIONS TO ASK

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1. How can you truly make your brand organically social?

2. Is there a way to catalyze consumer loyalty, rather than buying it off?

3. Is there a way to look at your social consumers as gamers?

4. How do you leverage your 20% Evangelists?

5. In a perfect world...-consumers brag to their friends about how much they love your brand for no monetary incentive-

This we call "perfect word of mouth"


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Is your brand ready for social incentive/gaming?

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1. You have a great product that delivers value

2. People are comfortable bragging about using your product

3. You are ready to test your brand promise


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Not case studies but Applied concepts

FoursquareOften no monetary incentive.

Mayorship - king of a location

Badges - earned by checking into various venues and other patterns of interaction. Once a badge is earned by a player, it will remain on that user's profile indefinitely.

Superuser levels - special functionality

Simply put, it’s about BRAGGING RIGHTS.

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•6 million users as of January 24th, 2011

•3400% growth in last operating year

• 382 million check ins total

Social Network with Gaming Concepts


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Not case studies but Applied concepts

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Call of DutyXBOX LIVE GAMENo Monetary Incentives

Unlocking Achievements(5 games a day)(20 wins in a row)

Military Rank

Upgrade your Guns/Gear

Biggest Brand Evangelists are the most menacing looking profile

•Players have played more than 600 million hours.•Play Average of 87 minutes per day on the game.•Trumps the average viewership for the 2010 Major League Baseball World Series.

GAMING WITH SOCIAL RECOGNITION CONCEPTS


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Not Case Studies but Applied concepts

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AmazonTOP REVIEWERSNo Monetary Incentives

Reviewer Rank = Competition + Social Recognition

No Creative Naming

Don't use Social Media Outlets to expand and viralize social status

Amazon isn't in the business of Product Reviews (but this segment does reflect their 20% evangelists)

Roughly 10,000 customer reviewers

An Unfinished Social Incentive Strategy


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Social Incentive & GamingOUR APPROACHHOW TO USE YOUR EVANGELISTS80% of your W-O-M Equity comes from 20% of your consumers(evangelists)

The Secret Social Incentive Methodology

90% SOCIAL RECOGNITION 10% MONETARY

Tiered Social Status Gained through brand interactions

and achievements so consumers will CRAVE social recognition and

compete with their peers

Sweetens the Incentive Pot•Get consumers through the door•Reward your top evangelists

LEVEL 1 - X# OF INTERACTIONSLEVEL 2 - X# OF INTERACTIONSLEVEL 3 - X# OF INTERACTIONSLEVEL 4 - X# OF INTERACTIONSLEVEL 5 - X# OF INTERACTIONS

Leverage Social Networks to Catalyze your Consumers Bragging


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Why does SOCIAL INCENTIVE work?TODAY’S CONSUMERSSocially ConsciousMainly Influenced by their social (digital) circlesLove Feeling Empowered (special)Low Brand Loyalty Enjoy Friendly CompetitionProud of Social StatusLove to Brag (who doesn't!?)Distrusting of and Unaffected by Traditional Advertising

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53% (including a majority of Gen Y itself) believe Generation Y is the most self-indulgent-Harris Interactive

75% of consumers look to peer reviews as their primary source of information for buying decisions-Brand Channel


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How to get people in?


Integrating your Online + Offline (Tourism)

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So Simple, and So Powerful

•Include links to your social networks•QR Codes•Convert 1000s of physical customers to digital•Great for traditional business navigating the digital world


Receipts & Decals

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Actually, this is already happeningCALL TO ACTION•How is your consumer getting to your digital platform?•Driving consumers to your social sites•Think about Super Bowl ads


Billboards of the Future

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How do you see what everyone’s saying?


Applications (Running the City)

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What is everyone saying?Social Mention

•Price: $$•Pros:

•Less costly than competition

•Alerts•Cons:

•Limited by mentions


Listening Applications

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What is everyone saying?Brandwatch

•Price: $$$•Pros:

•Alerts•Reporting

•Cons: •Limited by mentions



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What is everyone saying?PeopleBrowsr


•1000 days of past information

•Deep search filters•Cons:

•Weak publishing platform



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How do I know whats working?Klout

•Price: $•Pros:

•Provides standard measurement for influence

•Cons: •Not a perfect algorithm


Analytics Applications

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How do I know whats working?Bit.ly

•Price: $•Pros:

•Great analytics on links•Custom link shortening

•Cons: •Many competitors


Analytics Applications

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Wowza, this is my one-stop-shopSprout Social

•Price: $•Pros:

•Low cost to start•All in one solution

•Cons: •Lack of publishing workflow•Account limits


Management/All-In-Ones

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How do I keep track of everything?Cotweet


•Free version for small teams•Great workflow

•Cons: •Limited to Twitter only



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How do I keep track of everything?ArgyleSocial

•Price: $$$•Pros:

•Comprehensive management tool

•Cons: •Limited number of accounts•Huge price jump from standard to enterprise


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Wowza, this is my one-stop-shopVitrue

•Price: $$$$$•Pros:

•Complete and comprehensive social media management in all aspects

•Cons: •Big cost both internally and externally


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In case you haven’t had enough..


Misc./Cool

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In case you haven’t had enough..


Misc./Cool

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Conceptual evolution over the past 5 years

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Platform Thinking vs. Activation Thinking

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Multiple touch-points leading to digitalIntegrated Digital Thinking


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So much more you can do...but take baby steps

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Spoilers for Next Time

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How to use your biggest arsenal to push your social presenceWhat’s in it for non-evangelists?

CPG: Coupons online, working with UPC CodesKlout Perks


Date: Philadelphia, 8 August 2011

Presented by:: Maiden Media Group

Digital Experience AgencyMaiden Media Group

That’s all for today

Thanks!

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Building your Social Ecosystem: Amol Waishampayan

Business

digital experience

digital experience

digital experience

maiden media

social media

monetary incentive

social ecosystem

public transit