Social media mktg practice v8

Social Media Marketing Practice

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Suresh S.

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Agenda – SMMP (stage 1)

1. Marketing transition 2. 7S framework 3. The beginning of social search4. Tools and tactics of SMMP 5. Facebook fan marketing6. Twitter and implications for real time marketing7. B2B Social Networking8. Best Practices in Social Media9. Social Graph10. Social Relationship Management11. Industry Adoption & ROI12. Future implications and where will the jobs come from ?

Social Media Marketing Practice is not Conventional Marketing

“a many-to-many mediated communications model in which

consumers can interact with the medium, firms can provide

content to the medium and, in the most radical departure from

traditional marketing environments, consumers can provide

commercially oriented content to the medium.”

Hoffman & Novak, 1997

Nielsen 2010 Social Media Report

• 9 million Australians interact via social networks

• Content sharing is the most popular activity

• 4 in 5 Australian Internet users shared a photo

• Twitter usage grew by 400% in 2009

• Nearly 3/4 of Australians read a wiki

• 2 in 5 Australians interact with companies via social networks

“United Breaks Guitars”

“They Shake me”

Collision of Marketing, Customer Service and PR

united breaks guitars.mp4

The Future of Customer Support

Support needs consideration as a marketing asset

Teaches marketers how to deal with “messiness”

Gems in unstructured user generated content

Facilitate customers to self-support each other

Provide direct feedback to product development

WHAT DO CUSTOMERS WANT ?

Accessibility

Responsiveness

Knowledgeable People

Promptness

Promises Kept

Kept Informed

Follow Up

No Surprises

Do It Right First Time

A Relationship

Source :

Ray Kurdupleski, (ex-AT&T) & Universal Card Services case study, Bradley T Gale, “Competing on Value”

Example: Outside London flat

Challenges Connecting with Council

Engaged Citizen looking for new ways to connect with Council

Challenge Today : Moving from Transactions Alone to Relationships

Current State

= Transactions

We do this stuff well e.g.

Fines, Service Fees …

Future State

= Citizen Engagement

(relationships)

We don’t do this really

e.g. User generated

content, ratings,

reviews, 1:1 dialogue

Move to Citizen Facing Systems & Relationships

Food Safety Offences

(www.foodauthority.nsw.gov.au/penalty%2Dnotices/)

publishing breaches in food safety to the citizens of New

South Wales in Australia.

Patient Opinion (www.patientopinion.org.uk/) facilitating

dialogue between patients in the United Kingdom and

the National Health Service

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/

Social Media Marketing Challenge

Low engagement consumer (click on content : limited effort & no content generation )

Bookmarking

Clicking a link to share info or start a discussion thread

Video or photo viewing

Rate a service

Touch someone, teleport or gesture via avatar in Second Life (SL) virtual tourist location

Microblogging (Twitter) – 140 characters SMS (excludes Australia)

Commenting on a blog entry

Write a review

Create a video blog entry/vlog

Build a city in SL, allow avatars to vote on favorite monuments or learn a language

High engagement consumer ( effort spent on content creation e.g. take a video, create artifact )

Level of Engagement Brand Signal Brand Equity

Forrester Groups Social Media Activities Into Five CategoriesSeptember 2009 “Midlife Australians Flock To Social Media”

Middle-Aged Australians Increased Content Consumption And Use Of Social NetworksSeptember 2009 “Midlife Australians Flock To Social Media”

Middle-Aged Australians Increased Content Consumption And Use Of Social Networks (Cont.)

September 2009 “Midlife Australians Flock To Social Media”

Go-Nowhere-Gamers

• “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.”

Future of Free Time, April 2010



7 S’s of Social Media Marketing Practice

1. Social Graph

2. Story Feed (Stream)

3. Social Gesture

4. Social Object

5. Sharing Stories

6. Social Etiquette

7. Service Dominant

“We Are Building A Web Where The Default Is Social”(Zuckerberg, 3rd F8 developer conference, San Francisco)

• Open Graph not just has a record of relationships with other people (“friends”)but database of relationships with everything else mapping interests

• Any action on websites outside of Facebook.com update the profile and “Open graph” via social plugins

• Facebook Open Graph is a “proxy you”, your preferences, behaviours and friends anywhere on web.

• Recommendations from friends not strangers

• Most personalised search engine with not only your tastes but friends tastes

Facebook Object Types for Social Graph

Activities Businesses Groups Organizations People Places Products and Entertainment

Activity Bar Cause Band Actor City Album

Sport Company Sports_league Government Athlete Country Book

Cafe Sports_team Non_profit Director Landmark Drink

Hotel School Musician State_province Food

Restaurant University Politician Game

Public_figure Product

Song

Movie

Tv_show

Websites UPC/ISBN Other

Blog UPC code Other

Website ISBN number

Article

latitude

longitude

street-address

locality

region

postal-code

country-name

location

Contact Info :

email

phone_number

fax_number

ProgrammesMusic

Topics

Users

Events

News Food

Gardening

The BBC as Social Graph

The Facebook Newsfeed (Stream)

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)

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!(Having Conquered Flickr & Yahoo, "The Newsfeed" Is Now the Dominant Info-Metaphor of Our Time, Marshall Kirkpatrick, Read Write Web, October 16, 2008)

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.)

Social Gesture

• @

• Block

• Bookmark

• Check-in (Foursquare)

• Comments

• #tags

• (Un)Follow

• Like (Facebook)

• Share

• Pokes

• Retweet

• Reblog

• Status update

• (Un)Subscribe

Social Object

“…why social objects are the future of marketing.” (MacLeod 2008)

Social Networks form around Social

Objects**, not the other way around.

(** Term attributed to Jyri Engstrom) MacLeod Hugh (2008) GapingVoid.com

“Elegant Organisation”

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”.

Jeff Jarvis (2009) quoting Mark Zuckerberg (Creator of Facebook) in

“What Would Google Do?” Harper Business

Sharing Stories

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.

ShareThis! Deanna Zandt, Berrett-Koehler Publishers, 2010

• A Feed story describes a single specific action between an actor and an object. Examples:

– "Peter joined the cause Leukemia and Lymphoma Society."

– "Ari posted a song to Serkan's profile."

– "Peter thanked Ronnie for his donation."

• A Feed story contains valuable information that the actor wants to share and others want to consume.

• 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:

– "Peter joined the cause Leukemia and Lymphoma Society."

– "<Leukemia and Lymphoma Society Logo> <blurb about the society>"

• Design Guidelines

• Feed story body:

– Shows more details about the action or object.

– Does not repeat information in the headline.

– Does not include promotional links or explicit calls to action.

– Example: "<Leukemia and Lymphoma Society Logo> <blurb about the society>"

• Action Links:

– Appear on all stories

– Feature contextually relevant calls to action

– Only one action link with a max of 25 chars can appear in a Feed story

– Cannot contain any formatting characters (like "[", "]", "|")

– Example: "Comment - Share - Join Cause"

What is a Feed Story? (Facebook Guidelines)

http://wiki.developers.facebook.com/index.php/Action_Links

Wine Communities

Service-Dominant Logic

• A logic that views service, rather than goods, as the focus of economic and social exchange i.e., Service is exchanged for service

• Essential Concepts and Components– Service: the application of competences for the benefit of another entity

• Service (singular) is a process—distinct from “services”— particular types of goods

– Shifts primary focus to “operant resources” (skills and knowledge) from “operand resources” (static and tangible)

– See value as always co-created (Market With

i.e. Collaborate with Customers & Partners to Create & Sustain Value)

– Sees goods as appliances for service delivery

– Implies all economies are service economies• All businesses are service businesses

Vargo, S.L. and R.F. Lusch (2004).

“Evolving to a New Dominant Logic for Marketing, Journal of Marketing 68(January): 1-17



Facebook is My Newspaper(Susie Wilkening, http://reachadvisors.typepad.com/)

Social Search

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.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.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.”

Yahoo Social Circle by Ben Elgin, January 23, 2006, Business Week

16 million people in the UK accessed Internet via mobile phones in December 2009.

Total of 6.7 billion pages and 4.8 billion minutes online during the month.

Top 10 sites accounted for 70 per cent of total pages viewed and total time online

For comparative purposes 2.4 million Australians went online via mobile in June 2010

Australia Leads Average Time Spent per Person on Social Media Sites

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%)

Relates to users of a home broadband internet service. Source: Nielsen Online, June 2010

Australia Leads Average Time Spent per Person on Facebook

Referral & Destination Traffic for April 2010agl & originenergy

• Sites people visit before going to agl.com.au

– facebook.com (21.19%)

– google.com (15.57%)

– google.com.au ( 2.68%)

• Sites people visit after leaving agl.com.au

– facebook.com(31.6%)

– energyaustralia.com.au (< 0.1%)

– google.com.au (<0.1%)

• Sites people visit before going to originenergy.com.au

– google.com.au (46.37%)

– google.com (25.33%)

– facebook.com ( 13.90%)

• Sites people visit after leaving orginenergy.com.au

– google.com(31.03%)

– google.com.au (22.31%)

– facebook.com (9.22%)

How to Participate in Conversations• Conversational calendar

• Keywords/Vocabulary online & offline

• What topics do your customers care about ?

• What topics are trending in your industry

• Monitor existing social media via dashboard e.g. Fb or Twitter

• Use complaints or opportunity to discuss solutions

• Become an expert providing service through social exchange

•

8 Levels of Social Media Analytics

8 Levels of Analytics(Davenport)

Key Social Media Questions

Standard Reports What conversations are taking place?

Ad Hoc reports When and where are conversations taking place?

Query Drilldown What are the sentiment of conversations?

Alerts What actions are required?

Statistical Analysis Why are these conversations occuring?

Forecasting What if conversations continue?

Predictive Modeling What conversations are next?

Optimization How can we lead conversations?

http://manobyte.com/blog/index.php/2008/11/what-is-social-media-analytics

orginally adapted from Davenport T (2007), Competing on Analytics

http://manobyte.com/blog/index.php/2008/11/what-is-social-media-analyticsorginally









First Step Monitoring [Brand] Conversations & Tips

• Social Media Dashboard

– All social media sources relating to brand

– RSS technologies

– Mashups (e.g. YouTube, Flickr, Twitter, Nielsen, Google )

• Weak Signals

– Twitter early warning in advance of blogging

• Set up comprehensive Google Alerts

• Set up a feed reader with relevant blogs and new feeds

• Use Twitter Search to follow hashtags and keywords in Twitter streams

• Start immediately with Netvibes and vocabulary 46

Brand Equity - Conversational

• Conversation Gap (Rubel 2005)

– Brand share of the online conversation

– Gap between the total number of conversations about a category and the proportion which mention the brand operating in the category

• Equities of a Brand (Stein 2006)

– Topics being mentioned in conversations about a brand with equity share corresponding to the frequency at which each topic is mentioned

See pp 115-116 Cook, N 2008. Enterprise 2.0 Hampshire,England: Gower Publishing

47

Conversation Gap - Vacation and Paris

48

* Total identified blogs: 99,181,005 @ 18 December, 2008

Conversation Gap - Vacation and Paris or Sydney

49

* Total identified blogs: 151,048,780 @ 24 November, 2010

Paris – Equity Share Analysis of Attributes

50

* Total identified blogs: 151,048,780 @ 24 November, 2010

Blog Mentions:Sydney Opera House, Taj Mahal & Great Wall China

A review of the blogosphere on 8 June 2010 reveals 126.87 million blogs

How Social Media Supports the Myth of Paris

52

Lamps, Eiffel Tower,france, night, street, notredame, bw, church, architecture,

toureiffel, city, cathedral,

louvre, museum

Casablanca“We'll Always Have Paris”

City of love , city of lights, landmarks , museums & galleries, Cafés, coffee, conversations, friendship, artists, lovers, philosophers

Content Marketing• Thought leadership, thought leadership & thought leadership

• Content marketing is second guessing what your customers need to know and delivering the info in a relevant and compelling manner

• Best practices, case studies and success stories

• Not media company driven content but content for customers

• Provide materials to support a service where customer says

‘Wow, you really made this easier for me!’”

e.g. Blendtec “Will it blend?”

• Wikipedia entries well placed on Google

– Generate articles relating to your organisation,executives and news

–

– Monitor articles on wikipedia for reputation management

– Reference with related entries

Content Syndication

• RSS

• Social bookmarking sites

– News

• Digg.com, Propeller.com, Reddit.com, Mixx.com, Shoutwire, Furl.com

– Bookmarking

• Del.icio.us

– Channel surfing

• StumbleUpon.com

– SME Marketing

• SmallBusinessBrief.com

• SEO

– Sphinn.com

• Content marketing

– Junta42.com

“New Rules of New News Releases”

• Don’t send news releases only when “big news” is happening

• Find good reasons to send news releases all the time

• Don’t just target a handful of journalists

• Create news releases appealing directly to your buyers.

• Write releases rich with your keywords

• Include compelling offers consumers action

• Add social media tags with keywords so release can be found

• Drive people into the sales process with a news release.

David Meerman Scott’s The New Rules of Marketing and PR, 2007

Marketing Content

1. Audio and video recordings of interviews,roadshows or roundtables for repurposing e.g.podcasts

2. Release schedule focusing on key topics affecting customers with a free subscription

3. Send out news releases through a keyword-optimized service e.g. PRWeb, eReleases (paid) or PR.com, Clickpress(free)

4. Send releases direct to influential bloggers and post on Scribd and FreeIQ

5. Post videos of interviews on YouTube and industry specific video portals specific to your industry

6. Upload audio & video to microsite relevant podcast directories

7. All articles with own HTML pages on microsite

8. Each article with social media capabilities, such as letting people add it to Facebook, Digg, or StumbleUpon

9. 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)

10. RSS feeds available for Web content

11. New news releases are for building key links and for helping bloggers and influencers find the site

12. Upload articles to key vertical and social bookmarking sites

13. If deemed relevant create a Facebook fan page and invite key customers to join the Facebook group

Adapted from Joe Pulizzi and Newt Barrett (2009) Get Content Get Customers, McGraw Hill

Diverse Content Practices• Millerwelds.com

– Category killer for welding information

• Tween Waters Inn (Captiva Island)

• Fleishman-Hillard

– BoomerBlog.com & NextGreatThing.com

• David Lawrence Centre

– Mental Health & Substance abuse

• Kitchen Studio of Naples, Florida

– annporter.wordpress.com/

• Maui Wowi Franchisee

– CoffeesAndSmooth ies.blogspot.com

• Bitemark.com

– Conversion rate blog

• Mindjet

• Pinsent Masons

– Outlaw.com

Article Directories

EzineArticles.com

ArticleDashboard.com

Buzzle.com

WebProNews (internet marketing)

IdeaMarketers.com

ArticleAlley.com

ArticleCube.com

Pyramid of Economics of Social Content

Original Content = X

Original Content + Ratings/Reviews = 2X

Original Content + Ratings/Reviews + User generated content = 4X

Source: Happe R. (2009) Social Media in the Enterprise, GigaomPRO

• over 22MM page views per month,

adding new ad revenue

• 3 additional campaigns and launched

new tv series based on the online

content

HGTVRate My Space

Marketing in an Unpredictable WorldDuncan Watts & Steve Hasker, Harvard Business Review, September 2006

1. Increase the number of bets, and decrease their size

2. Focus on detection, measurement, and feedback

3. Follow through with flexible marketing budgets

4. Exploit naturally emerging social influence

5. Build flexibility into supply chains and contracts

“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”.



Relationships # Technologies

In Saren M. (2006) Marketing Graffati, Butterworth-Heinemann

Social Media Concepts

Media Share Engage Relationships

Fb ✔ ✔

Flickr ✔

Blogging ✔ ✔

Twitter ✔ ✔ ✔

Social Networking

Technology and services creating unique personal

profiles, mapping out relationships, and leveraging

connections to accomplish a task.

Key characteristics of Network :

•Personal Profile

•Visible Relationships

•Connections

Profiles: The Real Value Of Social Networks by Charlene Li, Forrester, July 2004

Popular Social Networking Sites by Country

China (420 M) - QQ, Xiaonei (now RenRen), 51, Tencent

UK - Facebook, Bebo, MySpace

NZ - Facebook, Bebo MySpace

USA - Facebook, MySpace, Twitter

Korea – Cyworld

Japan – Twitter, Mixi.jp (22 M users at 31/10)

Germany - Facebook, StudiVZ, MySpace

These social networks exclude popular dating sites

e.g. Flirtomatic (UK) and loveonline (NZ)

• Allows employees, consumers, passionate to collate and collaborate

• Web pages anyone you allow can edit

• Share best practice and knowledge

• Empower staff and value their experience

Motivation to Blog• The Journal of Advertising Research (Huang et al., Dec 2007)

identified five major motivations for a blogger to blog:

1. self-expression

2. life documenting

3. commenting

4. forum participating

5. information searching

• The idea of being able to escape the real world

• Web-based technologies help to unlock existing human needs

TREND

Tag Cloud of Paige’s Story About Travel to Paris

Created from Daniel Steinbock’s TagCrowd under Creative Commons ©

70

1.Gayle

3. Paris

2. Paige

+

+

4.”The occasion was my cousin Paige’s 16th”

5. “I am a Canadian and get by in French.”

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! "

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) "

8. "We were walkable to many good bistros, cafes and bakeries and only a few blocks from the wonderful market street Rue Cler."

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."

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."

11.Sites•The Marais•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

Elaboration of Trip to Paris Blog Story (Means-End & Heider)

Woodside,Sood & Miller 2008 When Consumers and Brands Talk Psychology & Marketing

12. Unforgettable Memories"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 her camera…down 6 flights…we were stunned…SpanishFamily below standing below *with pieces of the camera+”

15." Michael Osman is an American artists living in Paris.""He supplements his income by being a tour guide." I" found out about him on Fodors""So I engaged Michael for two days."

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"

17. "I wanted Paige to get a feel for shopping experiences that

she would not have at home (aka the ubiquitous mall). "

18."We went on Fat Tire's day trip to Monet's gardens and house in Giverny, about an hour outside Paris."

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...".

14. "They had decide to come to Paris to find the Harley Davidson store so they could buy Harley Paris t-shirts."

+

+

+

+

19....."I know Paige will treasure the memory of this girl's trip for many

years to come."

71

Linguistic Inquiry and Word Count (LIWC)Text Analysis : The Psychological Power of Words

72

LWIC dimension “I love Paris”Paige’s Story

Personal texts Formal texts

Self-references(I, me, my)

6.12 11.4 4.2

Social words 10.55 9.5 8.0

Positive emotions 3.04 2.7 2.6

Negative emotions 0.54 2.6 1.6

Overall cognitive words 4.12 7.8 5.4

Articles (a, an, the) 7.74 5.0 7.2

Big words (> 6 letters) 18.40 13.1 19.6

Pennebaker, J. W., Francis ME, Booth RJ. (2001). Linguistic Inquiry and Word Count (LIWC): LIWC2001. Mahwah: Lawrence Erlbaum Associates.

Iconic Sites & Scenes from Paris Blog

• Eiffel tour night show• The Marais• 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

www.fattirebiketoursparis.com/

73

http://www.fattirebiketoursparis.com/

Marketing & Advertising Strategy Implications from Paige’s Story

• Story told in natural city setting • Assume Paris = brand• Brand is supporting actor enabling Gayle to achieve her goals of

showing Paris to Paige (conscious) and help her coming of age (unconscious)

• Builds favorable consumer brand relationship: best friendship (Fournier 1998)

• Show someone Paris: Share experience,teacher-student,”fairy-godmother” or be the tourist guide

• Use social relationships to sell cities• Interpersonal relationships (people travel with people) • Near conversational interaction with brand:

story is called “I love Paris”

74

Flickr - Photos

• 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

Canada

Canadian Rockies

Tiffany Co.

LVMH – Louis Vuitton

• 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

http://www.youtube.com/t/creators_corner

http://www.youtube.com/t/creators_corner

YouTube Insight – Video Analytics

UStream.tv

• Live streaming video from desktop or smartphone

• With a laptop and a Web cam or camcorder connected you 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

• Web application combining data from more than one source into a single integrated view or tool

• Online directory of mashups: http://programmableweb.com/mashups

Mashups

http://programmableweb.com/mashups

http://programmableweb.com/mashups



Australian Facebook DemographicsSource:checkfacebook.com – 22/11/10

Country Audience

9,530,800

(1.74% of global)

Facebook Pages

What would it be like to work with you?

News about your business

Share your work

Share blog posts

Specials and events only on Facebook

Use your own voice.

Posting to Facebook

Post events to Facebook :

1. In your Group or Fan page create an event

• Invite Fans or Facebook friends to attend the event - this engages your community

• Share the event specific URL via Twitter too (use bit.ly)

2. 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

Like, Comment & ShareThe “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.

1. If you don’t want to leave a comment just click on the “like” button

2. 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

3. If you really like the posting and want all of your friends/fans to know about it click on the “share” button.

Group Page vs. Fan Page(not the same as new little “groups” unveiled October 2010)

Facebook – Main Tabs

• Wall – mini press releases, announcements

• Info – static information, Overview, mission, etc.

• Photos – multiple photo albums

• Videos

• You can add custom tabs

Facebook Insights

• Facebook wants your fans to interact with your Page:

–Wall posts

–Likes

–Comments

• Ask questions of your fans

–Surveys – polls - input

• Use a casual approach where appropriate

The 12 most annoying types of Facebookers

1. The Let-Me-Tell-You-Every-Detail-of-My-Day Bore

2. The Self-Promoter

3. The Friend-Padder.

4. The Town Crier

5. TMIer (The Much)

6. The Bad Grammarian

7. The Sympathy-Baiter.

8. The Lurker

9. The Crank

10. The Paparazzo

11. The Obscurist

12. The Chronic Inviter

Sharing Your Content and InformationDate of Last Revision: October 4, 2010 Statement of Rights and Responsibilities

Statement of Rights and Responsibilities

Sharing Your Content and Information

You 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:

For content that is covered by intellectual property rights, like photos and videos ("IP content"), you specifically give us thefollowing 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.

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).

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.)

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).

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).

http://www.facebook.com/privacy/

http://www.facebook.com/editapps.php

http://www.facebook.com/privacy/

http://www.facebook.com/editapps.php

http://www.facebook.com/policy.php

http://developers.facebook.com/about



A Look at the Numbers

• Worldwide visitors approached 10M in Feb 2009, up 700+% vs. Feb 2008 (Comscore)

• 180 M unique visitors per month( Huffington Post, 30/4/2010)

• 105,779,710 registered users (ibid)

• 60+% stopped using Twitter a month after joining (Neilsen Online, via Reuters)

• Older than you think!– 18-24 year olds 12% less likely than average to visit Twitter

– 25-54 year old crowd is driving this trend

– 45-54 year olds 36% more likely to visit Twitter, making them the highest indexing age group

– Next is 25-34 year olds: 30% more likely

• Twitter rose to over 800,000 users in June 2009, up from 13,000 in 2008**

• Twitter gets a total of 3 billion requests a day via its API

• Twitter's search engine receives around 600 million search queries per day.

Source: Reuters reporter Alexei Oreskovic.

** comScore study, June 2009 Reported in Marketing Charts, August 17th 2009

2007 ~ 5,000 tweets per day

2008, ~ 300,000 tweets per day

2009 ~2.5 million tweets every day

End 2009 Tweet growth 1,400% reaching 35 million tweets per day

Feb 2010 Twitter sees 50 million tweets created per day or 600 TPS

Source :Measuring Tweets, twitter blog, @kevinweil, viewed July 5 2010

<http://blog.twitter.com/2010/02/measuring-tweets.html>.

http://www.msnbc.msn.com/id/30475377/

http://blogs.reuters.com/mediafile/2009/03/30/twitter-older-than-it-looks/

TWITTER

• Ambient intelligence

• A giant “coffee shop”

• Limited to 140 characters

• Use Twitter to :

– post blog updates

– connect with existing members

– recruit new members

TWITTER BASICS

• Handle - @soody

• Follow – who you’re listening to

• Replies – have a conversation! @

• Retweet – RETWEET or RT

• Avatar – Your picture. Decide Logo or Face

• Hashtag - #TwOrCo – Twitterers in OC

• You can create your own hashtag #PUTM

DM (Direct Message)

Direct messages (DMs) are Twitter’s private messaging channel like Instant Messaging.

Tweets appear on your home page under the Direct Messages tab

Email notifications turned on, you’ll also get an email message when somebody DMs .

DMs don’t appear in either person’s public timeline or in search results. No one but you can see your DMs.

You can send DM only to people who are following you. Conversely, you can receive them only from people you’re following.

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:

d Stephenie How about next Monday?

Finding People to Follow

1. Go to www.search.twitter.com

– In the advanced search field enter: near:2066 within:25km– Replace with your zip code and extend radius if desired– The search results include all Tweeters based within your area– Click on a user name and their Twitter page will open– Click “Follow”– Repeat steps as many times over to check users of interest

2. 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

3. www.tweetva.com to check a Twitter business listing

1. www.wefollow.com and “Enter a Tag” to follow the results

2. Visit pages of people who follow you and check out their followers to see if you want to follow them

http://www.search.twitter.com

http://www.tweetva.com/

http://www.wefollow.com/

Now this is word of mouth!

This is Negative WOM!

Should We Care?

Customer Service

Direct sales via links & Promotions

Feedback & Complaints Management

Twitter Tools & Applications TweetDeck CommuterFeed.com

users tweet traffic info

TweetStats

What Can You Do?

• How could your business provide “elegant organisation” for your customers and staff with Twitter and the mobile phone?



LinkedIn

• Over 75 million users

• 1M+ professionals in Australia as of November 2010

• Widely used in Financial Services (Sydney, Brisbane & Melbourne)

• Australian member usage

~ 8 minutes per month

• Find and recruit staff• Create employee groups and pool ideas• Create a company profile• Network with related professionals• Be a Resource

Answer Questions as an expert in your field.

Provide referrals.

Make meaningful connections.

• Use an Authentic Style in your Profile

Guy Kawasaki’s 11 Ways to Use LinkedIn:

1. Increase your visibility

2. Improve your connectability

3. Improve your Google PageRank

4. Enhance your search engine results

5. Perform blind, “reverse,” and company reference checks

6. Increase the relevancy of your job search

7. Make your interview go smoother

8. Gauge the health of a company

9. Gauge the health of an industry

10. Track startups.

11. Ask for advice. (LinkedIn Answers)

Source: http://blog.guykawasaki.com/2007/01/ten_ways_to_use.html

VOIP-Podcasting-Webinars

• VOIP

• Podcasting

• Webinars– Go To Meeting (https://www1.gotomeeting.com)

– WebEx (www.webex.com)

– Live Meeting (http://office.microsoft.com/en-au/live-meeting/)

– Great Web Meetings (www.greatwebmeetings.com)

– Acrobat Connect Professional/Personal Web Conferencing (www.adobe.com/products/acrobatconnect/)

http://www.webex.com

http://www.greatwebmeetings.com



Best Practices - Sharing

• Add “Share This” widgets to your website

• Create your own widgets that or visitors can

share on their own sites and pages

• Share the content of others

• Share your own content across platforms

Best Practices: RSS

• Make sure your content has an RSS feed

• Share your RSS feed with site visitors, social network friends

• Use RSS feeds to help streamline your social media workflow

• Bloglines Web-based aggregator www.bloglines.com

Best Practices: Blogging

• Pick an interesting voice

• Maximize outbound links

• Set outbound links to be opened in a new window

• Invite and encourage conversation

Best Practices: YouTube

• Get a nonprofit channel

• Tag your videos with keywords

• Embed videos in your blog and website

• Engage commenters

Best Practices: Facebook

– Profiles are for People

– Get a Page, Get Some Fans

– Use Groups* for largescale controlled membership

– Use Events to Generate Attendance

– Causes: Donations

Note: “Groups” # “groups”

http://www.facebook.com/advertising/?pages

http://www.facebook.com/apps/application.php?id=2318966938



Best Practices: Twitter

• 70 – 20 – 10 Engagement Model (Angela Maiers)

– 70% - Sharing others voices, opinions, and tools

– 20% - Responding, connecting, collaboration, and co-creating with like-minded Twitter colleagues

– 10% - Promoting and/or chit-chatting



1:1

Marketing

Shotgun

Marketing

Segment

Marketing

„All

Customers

the same‟

„All Customers

in a segment

the same‟

„All Customers

in a network

interrelated‟

A New Way of Marketing ?

Social Network

Marketing

„All

Customers

are

different‟

Giant Global Graph

'll be thinking in the graph. My flights. My friends. Things in my life. My breakfast.

What was that? Oh, yogourt, granola, nuts, and fresh fruit, since you ask.

Submitted by timbl on Wed, 2007-11-21http://dig.csail.mit.edu/breadcrumbs/node/215

Social Network Representation• Primary focus is actors & relationships # actors & attributes

• Nodes (Actors) connected by Links (Ties/relationship or edge)

• Links represent flows or transfer

– material goods or information

1 2 30 1 01 0 10 1 0

123

1: 22: 1, 33: 2

1

32Adjacency matrix

Adjacency list

1 = presence of link

0 = no direct link

Actors Relationship

Graph or

sociogram

Key Network Measures

• Degree Centrality

• Betweenness Centrality

• Closeness Centrality

• Eigenvector Centrality

krackkite.##h (modified labels)

Connector(hub)

Diana’sClique

Broker

Boundary spanners

Contractor ? Vendor

node xl demo.avi

UCINET 6

• UCINET IV for DOS is free

• Grab bag of techniques and procedures

• Matrix centered view – rows & columns - actors– cell value - relationship

• Citation – Borgatti, S.P., M.G. Everett, and L.C. Freeman. 1999. UCINET 6.0 Version 1.00.

Natick: Analytic Technologies.

• Network analysis requires:– ##h file contains meta data about the network – ##d file contains the actual data about the network

Useful References

• UCINET user guide

• Tutorial Prof Hanneman

• Network Analysis in Marketing (Webster & Morrison 2004)

• www.insna.org (international network for social analysis)

http://www.insna.org/

Data Language (DL) Filetype

dl n=4 format=fullmatrix

data:

0 1 1 0

1 0 1 1

1 1 0 0

0 1 0 0

dl n=4

labels:

Sanders,Skvoretz,S.Smith,T.Smith

data:

0 1 1 0

1 0 1 1

1 1 0 0

0 1 0 0

dl nr = 6, nc = 4row labels embedded

col labels embeddeddata:

Dian Norm Coach SamMon 0 1 1 0Tue 1 0 1 1Wed 1 1 0 0Thu 0 1 0 0Fri 1 0 1 1Sat 1 1 0 0

Standard Data SetsBorgatti, S.P., Everett, M.G. and Freeman, L.C. 2002. Ucinet 6 for Windows. Harvard: Analytic Technologies.

• BERNARD & KILLWORTH– FRATERNITY interactions among students living in a fraternity at a West Virginia college– HAM RADIO radio calls made over a one-month period (voice-activated recording device)– OFFICE interactions in a small business office. – TECHNICAL

• CAMP 92• COUNTRIES TRADE DATA• DAVIS SOUTHERN CLUB WOMEN observed attendance at women’s club in 1930s

• FREEMAN'S EIES DATA• GAGNON & MACRAE PRISON

• GALASKIEWICZ'S CEO'S AND CLUBS• KAPFERER MINE• KAPFERER TAILOR SHOP• KNOKE BUREAUCRACIES 10 organizations and two relationships – money & info exchange

• KRACKHARDT HIGH-TECH MANAGERS• KRACKHARDT OFFICE CSS• NEWCOMB FRATERNITY• PADGETT FLORENTINE FAMILIES• READ HIGHLAND TRIBES• ROETHLISBERGER & DICKSON BANK WIRING ROOM• SAMPSON MONASTERY Experimental and case study of social relationships." Doctoral dissertation, Cornell

Univ.• SCHWIMMER TARO EXCHANGE• STOKMAN-ZIEGLER CORPORATE INTERLOCKS• THURMAN OFFICE• WOLFE PRIMATES• ZACHARY KARATE CLUB

NodeXL - Excel 2007 template for viewing and analyzing network graphs

www.codeplex.com/NodeXL



How to Commence

• Identify where social network data and content can/should be integrated e.g. Web site

• Leverage existing identity and social graphs whereyour audience hangs, e.g. Facebook Connect

• Privacy and permission policies and processes aligned with an open strategy

Organisational View

1. Identify key influencers

2. Maximise budgets

3. Precision targeting

4. Morph “CRM” to “SRM”

Social CRM

Gartner Magic Quadrant for Social CRM

(June 2010)

Social Networking Platforms

And Online Group Services

nouhailler.wordpress.com/2010/10/15/social-

networking-platforms-and-online-group-services/

1. Member profiles

2. Blog: Collaborative blog

3. Forum discussion

4. Shared calendar

5. Photo galleries

6. Video

Free Open Source Social Network EnginesElgg Open Source – www.elgg.org

• open source is often difficult to set up (pretty normal for free)

• Elgg is an open source social networking platform

• Plugin-in based widgets and additions

• No coding required if you don‟t want to

• Coding possible if you want to

• some LAMP knowledge required

• Profiles, Activity streams, (micro) Blogging, Groups &

Discussions, Pages, Photo & Video Gallery…

Launching a Social Network Service

1. What is your social object ? Define your verbs 2. Mobile 3. Photos, Videos, Latest Activity, Members, and Events4. Keywords for discoverability5. Welcome centre6. FAQs7. Moderation e.g. suspend members, own user moderation8. Kick start with champions/evangelists/passionates9. Latest activity10. Giveaways e.g. book from authors/guest visiting library11. Monitor registrations12. Members/volunteers as moderators13. Link to main web site14. Promote content via email, Twitter & Facebook15. Share content on Facebook

• platform facilitates carpooling and carsharing

• put passengers in touch with drivers – who are free to put a price on the rides they offer

• 100,000 passengers find rides through Comuto per month

• traffic has doubled since volcanic eruption in Iceland



A Tale of Two Business Models for Dating

Measure Elite(eliteintroductions.com.au)

RSVP.com.au

Ratio men/women 50/50

Second date 87%

Marriage or Co-Habitation 25% 0.725%(900 marriages from 1.24M)

User Investment $1495 to $4995 per annum

Socio-economics $250,000 plus in earningsTravel-theatre-symphony-opera-dining out

Show me the money!

Wallflowers (low – or no - engagement in 6 or less channels)

Selectives (high engagement in 6 or fewer channels)

Butterflies (low engagement in 7 or more channels

Mavens (high engagement in 7 or more channels)

*Source: Engagement db.com July 2009

Prepared by Wetpaint and Altimeter

Dell

• Joined Twitter in 2007

• Has achieved over US$3 million in sales from Twitter followers

• Multiple accounts

• Offer special deals with links

• Tracks conversions with proprietary software

Measuring the ROI of Social Media

In Social Media, several metrics that can be taken into account:

Attention (=traffic)

Participation (=comments, ratings, etc.)

Authority (=Technorati rating, inbound links, trackbacks)

Influence (=subscribers, fans, followers)

Sentiment (=largely immeasurable)

Potential Goals & Measures

Goal Measure

Learn customer requirements customer feedback

Awareness& Sales

people reached interactions

AwarenessNew members

Referralsre-tweets

Customer satisfaction issues addressed

Innovation implemented ideas

Measuring Tips

• Use URL shorteners like http://bit.ly

– These services track the number of clicks.

– 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.

• Get addicted to Google Analytics

– Tracks top referral sites – including social media

– Number of unique visits

– Average amount of time per visit

– Bounce Rate

– Can help you develop metric benchmarks for envisioning success

http://bit.ly/

http://www.google.com/analytics/

Metrics

Facebook LinkedIn Twitter

Number of fans New connections Number of followers

Page visits,site visits Utilize applications (track document downloads using Box.netapplication)

Interactions(wall posts, “likes”, comments, etc.)

Utilize shortened trackable URLs within employee status updates

Number of interactions (retweets, messages)

Track how employees are ranked in LinkedIn Answers

Click-throughs on links posted

Social Learning

Social Travel

Get Inspired

ResearchShop and Compare

BuyPre-trip Planning

On Vacation

Post Vacation

Research flights for an upcoming trip

Plan a road trip of over 150 miles

Get specific advice about a travel destination from people you know or other travelers

Research attractions (e.g. zoos, museums, etc.) at your destination

Explore options by type of destination (e.g. beach, cruise, etc.) or geographic area (Western US, Europe, etc.)

Get pictures or imagery of a vacation destination or a local area

Research and plan a trip in a foreign country

Organize and plan a last minute getaway

Share your itinerary with people you know when planning a trip, for coordinating plans and adding to calendars (mobile)

Find a condo or home to rent for a vacation

Get specific advice about a travel destination from people you know or other travelers

Research attractions (e.g. zoos, museums, etc.) at your destination

• Top 12 travel tasks out of top 200 overall tasks in order of overall task importance.

• Green shows top 5 tasks weighted on multiple factors (importance, frequency, etc.)

Top 12 Travel Tasks

Choose a vacation destination by looking at options meeting your criteria (e.g. type of trip, price, etc.)

Research hotels for an upcoming trip

Social Media Travel Sites



Social Media Development

Market

Dominated by major social

networks and portals

Diversify into media and commerce

Enterprisepenetration

Business models

Experimental testing in social media advertising

Social Media integration with

Webmail by majors

Facebook Connect

Social Shopping emerges (integration of social data)

Spending on profile-based targeting

Targeting based on implicit data and social

behaviors

2009 20112010

Adapted from Altimeter Group

Share with friends.

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.

LivestationAll your channels in one place

Surf and email while you watch

Instant, live chat with others watching

Livestation

Desktop alerts bring you breaking news and

Livestation updates

TV 3.0

http://www.livestation.com/

Foursquare

• 41% of traffic came from Facebook and Twitter (users share)

• Foursquare announced 275,00 check-ins in one March day (2010)

• UTS Library Kuring-gai (Lindfield, NSW, Australia)

“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!”

• Checkout offers http://foursquare.com/businesses/

• Venue owner checks real time stats– Recent visitors, frequent, time of check in gender, broadcast to Fb and Twitter

* Stats from Hitwise

http://foursquare.com/businesses/

http://foursquare.com/businesses/

Social Strategy: How do we do it?

Strategy, Management, Resources

95

5

0.1

99.8

0.2

0.003

99

1

0

Levels of User Engagement

Curators

Moderate a forum Edit a wiki

Serve customers through listening and responding to needs vs marketing or advertising.

Focus on launching and growing the community through:

Invite creators and influencers to become charter members of the community

Create evangelists through providing exclusive access to new information,

attendance at pre-launch party and have them provide feedback for future initiatives

Start community with conversations and have community manager encourage sharing

stories of problems, overcoming issues and successes

Ensure community can be readily found with links from web sites, blogs

and other popular social media.

Accelerate community adoption through existing marketing efforts including

emails newsletters and create a sense of urgency.

Community Manager

Curator

• Hearts, Keys and Puppetry – Twitter Fairy Tale

• Neil Gaiman fantasy Writer

• 124 Contributors over 8 days

• 10,000 tweets 874 via editorial curation

Marie Lenatupot and Tim Stock, What's next for segmentation? Admap Magazine, Feb 2010

Social Media Planning

A. Assess Your Online Inventory

• Web site and microsites

• Video and audio podcasts

• Photography

• Press coverage

• Communities

• Blogs (company and external)

• Microblogging (Twitter)

• External wikis

• Communities

• Social Networks

• Existing policies

B. Review Business Strategy

• Goals

• Culture

• Plan for stakeholder/executive buy-in

• Upcoming initiatives/campaigns

C. Audit Audiences*

• Investors

• Board members

• Analysts and other pundits

• Employees

• Customers

D. Develop Plan

• Goals

• Objectives

• Focus Areas

• Strategies

• Tactics

• Timing / Owners / Milestones

• Metrics

E. Policy Development

• Blogging & microblogging

F. Bootcamp

• Best practices overview

• Policy overview

• Tools training

• Blog platform (as needed)

• Twitter

• Other tools as appropriate

Deliverables

Approved Plan w/ Metrics

Scope of Work

Budget

Social media policies

Bootcamp

Social Media Engagement

A. Listening

• Blog monitoring

• Microblogs (Twitter, etc) monitoring

• Digital news media

B. Engagement

Blog planning

• Design and layout

• Banner design

• Content recommendations/

editorial calendar

• Coaching bloggers

• Ongoing blog counsel

Community Development

• Design and build communities

• Best practices for engagement

• Monitor

• Identify opportunities

Microblogging (Twitter, etc)

• Best practices

• Flagging issues for response

Social Networks

•Facebook

•LinkedIn

Multimedia

• Video (scripting, production, editing, using our

in-house studio)

• Podcast series (video or audio)

Social Media Relations

• Strategy and best practices

• Outreach/Introductions

• Social media releases

• SEO counsel

Events “In Real Life”

• Content development

• Recruit panelists/speakers

• Plan

• Logistics

• Campaign design

• Social media best practices

• Followup

Tool Recommendation

• Recommendations based on interest,

adoption, quality

Deliverables*

Blog design/layout

Community development

Social Network app dev

Video development

Event development

Social release development

Coaching and counsel

Social Media Optimization

Measure

Blogs

• Traffic

• Post frequency

• Comment traffic

• Links/Trackbacks

• Technorati/Alexa/Other

• Anecdotal

• Awards

Microblogs

• # Microbloggers (participation)

• # of followers (impact)

• # Quality of followers (reputation)

• # Updates (Presence)

Media metrics

• Share of voice/over time

• Volume

• Message penetration

Performance against deliverables

• Met/unmet

• Trends

• Conclusions

Tune

• Revise plan

• Reset metrics

Toolkit

• Radian6

• Factiva

• Backtype

• Twitter, Tweetdeck, Twhirl, etc.

• BudUrl, Tweetstats, Grader, etc

• Google Blog Search & Analytics

• RSS

Deliverables

Performance against metrics

Custom Analysis

Caution!

“Children never put off till tomorrow what will keep them from going to bed tonight”

ADVERTISING AGE

Social media mktg practice v8

Education