Social Networks

Social NetworksMARK 3030

Starter• Look at the site www.addthis.com• What does this cloud-based application do?

• what are some differences and similarities between Facebook and Twitter?

A Convergence of Applications

Search

Blogging (+ microblogging);

Personal web pages

Email; IM; Text Messaging

Portals; Bulletin Boards

Synergy

Top 5 U.S. Social Networks by Unique Visitors - ComScore June 2010

Facebook MySpace Twitter Linked In Yahoo Pulse0

20000

40000

60000

80000

100000

120000

140000

160000

Another Measure

Where are People Networking?

Who is Social Networking?

Come Up With a List•How can Marketers effectively use the

Social Networking trend?

The Role of Social Networks in Marketing Segmentation & Behaviour Analysis

• Consideration - Validation

• Customer Engagement

• Just Another Advertising Opportunity

Segmentation on Facebook – According to Alfredo Tan Director Sales Facebook, Canada

Conversation – The Purchase Funnel

Awareness – when the consumer becomes aware of a need/options

Consideration – the point when consumer thinks through – value, performance, applicability, reputation

Consideration & ValidationWhile traditional and social media can be

used to generate awareness,Social media are better than traditional

media for promoting considerationPotential customers often use the Internet

to validate a purchase decision– If you were going to make an

expensive purchase how would you go about it?

Consideration & ValidationYou want to purchase an economy car.

Find three sites (or site sections) with objective, professional, editorial information.

Find three sites (or site sections) with subjective user information.

Engagement ‘Tribes’ Brand evangelists are influential fans of a product

or company They expect to have relationship with the company

– Know about what is and what is planned– Able to provide feedback– See their ideas in actionhttp://

www.microsoft.com/showcase/en/us/channels/windows7

How was “Erika” converted? They also expect to influence others

Evangelists•Have an opinion•Want to be heard•You can’t control them•They may be heard on a Corporate website

or somewhere else▫Twitter, Facebook, Blog, Review Site,

Wikipedia, Wiki•Wikia – a sister company to Wikipedia

▫Allows anyone to create wiki•Halopedia; Lostpedia

Determined Detractors• A determined detractor will not normally be won over – your

best response is to ensure your story is also being told

Just Another Advertising Opportunity

Tactics Monitor the conversation

Who says what about us – human or automated monitoring

Participate in the conversation Customer support, announcement

Spark the conversation Contests, Research, Engagement

Become the conversation Viral events, PR, Unfortunate Events.

Tactics: Monitor the conversation

What is Facebook Insights? What is Blogpulse? Blog Content – what are people saying? Blog mentions, comment-to-post ratios,

pass alongs• How likely is it you would

recommend X to a friend?

Tactics: Participate in the ConversationTo build trust with your fans, do the following: * post a comment policy * remove spam * be transparent and authentic * remain calm and think before you act (i.e., respond/post) * train and communicate your goals with those

responsible for managing/engaging fans * build a corporate policy and communicate that policy

internally so employees understand how to engage consumers in a transparent manner.

Tactics: Spark the Conversation

Product Pulse – on Facebook & MySpaceGet's brands into the conversation & invitespositive & negative comments

http://www.friend2friend.com/

Have something to sayhttp://www.emarketingandcommerce.com/blog/how-spark-conversation-revolution

Tactics: Become the Conversation•http://www.marketingcharts.com/direct/to

p-viral-ads-of-all-time-14106/

Tactics: Paul Chaney Top Nine Secrets to Social Network Superstardom

• Pull, don't push• Win the right to be heard• Content is STILL king, conversation is queen• Authenticity and transparency are social networking

cornerstones

• You don't have to be on every social network

• Give and you shall receive – helpfulness establishes credibility

• The rules of marketing still apply• Social media is a mindset, not just a toolset• Be yourself, whomever that may be

Today’s LAB: Help with the Big Project Look at the three sites that you chose to work with for

the second half of the course. How do they use social networks? Look at the social networks that they use. Do the social networks they use employ the tactics

we discussed this week? Provide three links and comment on where the

social networks are effective in using the tactics. Provide three links and comment on where the

social networks are ineffective in using the tactics.

Print off and hand in this commentary and add it to one of your blogs before you leave today.