Social Media Marketing Practice –A Teaser [email protected]Geektoid Mangala www.linkedin.com/in/sureshsood twitter.com/soody www.facebook.com/sureshsood ssood www.bravenewtalent.com/talent/suresh_sood Hero5! scuzzy55 sood y GreatMystery14 sood y Suresh S. http://www.slideshare.net/ssood /virtual - teaser 1
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…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.
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.
40 year old Mom blogger “nightowlmama” (#260)
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.
Theory and Research on Consumers’ Reports of Interactions with Brands and Experiencing Primal Forces, Suresh Sood, 2010
Storytelling, Social Vocabulary and Brand Attributes
• Brands (concepts) and Spreading Activation Model (Collins & Loftus 1975)• In social the brand attributes are what others write and retell in stories and
conversations to existing customers and future prospects • What vocabulary do others use to describe your business in stories or
convresations?• What do others discuss about your skills and knowledge (Vargo and Lusch) ? • Tools for vocabulary development
– Google Insights for Search – Wordnet Lexical Database ((wordnet.princeton.edu/)– Hashtags
Canada
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LVMH
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“United Breaks Guitars” 10,177,221
Susan Boyle62,169,017
Old Spice The Man Your Man
Could Smell Like30,796,471
Blendtech & Old Spice 700,884
** views current as at 25 March 2011
User generated video reviews and strategic advertising elements
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
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."
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19....."I know Paige will treasure the memory of this girl's trip for many
years to come."
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Linguistic Inquiry and Word Count (LIWC)Text Analysis : The Psychological Power of Words
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.
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Analysis of Unstructured Text and Mental Characteristics
• Tag Clouds– Wordle– Tagexdo– Tagcrowd
• Linguistic Inquiry and Word Count (LIWC) originally developed at the University of Texas at Austin and the Auckland Medical School in New Zealand.
• Analyze words (www.analyzewords.com/) use the analysis dimensions:
• 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”
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Launching a Social Network Service
1. What is your social object ? Define your vocabulary 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 & Facebook 15. Share content on Facebook 27
Purpose Motive Linux-Apache-Wikipedia
Drive #1: Eat when we’re hungry. Drink when we’re thirsty. Etc.
Drive #2: Respond to rewards and punishments in our environment.
Drive #3: We do things because they’re interesting and because they’re engaging and because they’re the right things to do and because they contribute to the world. (!!!)
“Our Third Drive, intrinsic motivation, is the most powerful.”
Drive: The Surprising Truth About What Motivates Us, Daniel Pink, Riverhead 2009
The largest funding platform for creative projects in the world
Fulfills customer requirements through listening and responding to needs
Focus on launching and growing the community through: Inviting creators and influencers to become early members of the community Create evangelists through providing exclusive access to new information and have them provide early feedback for future initiatives
Start community with conversations and encourage the sharing of stories of problems, overcoming issues and successes Ensure community readily finds assets in popular social media Accelerate community adoption through marketing efforts inclusive of direct emails, responding to social postings
Makes explicit requests for likes and comments
Community Manager
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TwentyFeet – Aggregation of Social Stats• Twitter
– Reputation indicators– Conversations – Following analysis– Lists – More details
“…the next generation of ecommerce: integrated experiences that leverage the store, the web, and mobile, with social identity being the glue. We are at an inflection point in the development of retailing. Social media and the mobile phone will have as profound an effect on the trajectory of retail in the early years of the 21st century as did the development of highways in the early part of the 20th century…” Anand Rajaraman(Co-Founder @Walmart Labs), May 3 , 2011, http://anand.typepad.com/datawocky/