social media tips for startups - social3i - nwen - july 2011
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blogwww.social3i.com || Seattle Washington
Social Media Tips for StartupsJuly 2011
Presented by:
Andy Boyer and the Social3i team
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Copyright Note
The material used in this deck is a combination of content originally
created and developed by Social3i Principals, as well as content
sourced by researching social media in major search engines and
content sharing sites.
Hopefully all charts and graphs in the deck attribute the work to the
original owner, along with a link to where the content was sourced.
However, due to the widespread sharing of this deck, it is possible
that some information is not accurately attributed. We apologize for
any errors, and in no way make any claims that all of the data in this
presentation is the original work of Social3i Consulting.
If you feel your work has been unfairly distributed or represented in
this presentation, please contact andy@social3i.com
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Resources for the eIQ:
Delicious.com/social3i
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About Us
• social3i is a small but nimble marketing services consultancy
• We provide Large-scale brand analysis, audience research and social
marketing programs for major global brands and mid-sized companies.
• Focus on social commerce and delivering ROI based programs, not just
brand impressions
• Background with RealNetworks, Publicis, Microsoft, Photoworks, venture-
backed startups, non-profits, and minor league baseball.
• Join us:
• www.Social3i.com
• www.Facebook.com/social3i
• Twitter: @social3i
Intelligence & Insight
Ideation & Planning
Influencer Marketing
Social Marketing Program
Development
Social Competency
Training
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Today’s Agenda
• The Basics• Social Media key terms, players, and success stories• How companies are building and managing their
reputation through social networking sites
• Channels• Examples of best practices in key social media channels
• Planning• How to develop editorial calendars and steady streams
of programming• Who to have manage your communties and how to
efficiently manage those programs
blogwww.social3i.com || Seattle Washington
Section 1: BasicsThe Social Marketing Imperative
(Aka… Why are we doing this?)
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News is happening at the Speed of Social Media
3:26 pm photo was posted to Janis
Krum’s (@jkrums) twitter profile
New York Times broke the news at
3:48 pm and didn’t post to the
frontpage until 4:00 pm
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The Mainstream Has Adopted Twitter
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And Even a Higher Power than Oprah
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Our Commander in Tweet
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Marketing Budgets are Integrating Social
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Content moves from Social to mainstream
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Content moves from Social to mainstream
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Content moves from Social to mainstream
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You can mine social for cultural memes
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You can mine social for cultural memes
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Social Media is great for SEO
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What Can Happen if You Don’t Have a Social Presence…
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But you can’t go all social – you still need a permanent
hub to come back to. The Skittles Debacle.
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Day 2
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Day 3
July 22, 2011Page 21
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The Result
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blogwww.social3i.com || Seattle Washington
Section 2: Best PracticesPart 1: Overview
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Social Programs Span Across the Company
•
•
•
•
Marketing
Sales
Research
Customer Service :
Understand what is being said about your brand, leverage data to
improve traditional marketing efforts
Understand where to find more leads, and who influences your core
audiences
Crowdsource ideas faster and fill out missing pieces of data from
traditional research
Understand what issues customers are having, and where those
customers are going for solutions.
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Quiz Time: Basic Logos We Probably Know
Facebook Twitter YouTube LinkedIn Wordpress
Blogger Wikipedia Foursquare Tumblr Flickr
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Segmenting the Channels(The Brian Solis Flower)
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A Brief Moment to Talk about Mobile and Tablets
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What does your web site look like on mobile devices?
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We’re not talking about this today unless you REALLY
want to….
blogwww.social3i.com || Seattle Washington
Section 2: Best PracticesPart 2: Case Studies - From Theory to Practice
Why Blog?
Benefits
Best Practices
Themes
Plugins
WordPress
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Don’t Fear it – Just
produce content
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Why Facebook?
Why Facebook?
Why Facebook?
67% of B2C companies41% of B2B companies Are acquiring customers through Facebook.
How the Leading Global Brands use Facebook
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Anything you can do on the web, you can do in Facebook
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Red Bull
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Golazo
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Golazo
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World Park Campaign
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How Levi’s Chose a Community Manager
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Buying Fans to Spur Awareness
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“Buying” Fans? – Papa John’s
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• 150k fans Day 2
• 100k fans Day 1
• Levels off`
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Facebook Advertising
Social Advertising – Facebook
Choose your audience by location, age and interests.
Choose to pay only when people click (CPC) or see your ad (CPM).
Connect with more than 500 million potential customers.
Promote your Facebook Page or website.
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“Twitter Seems Dumb. Why is it so popular?”
• Ability to ping people who ordinarily wouldn’t give you their phone number or email address
• Real time data - unfilteredAccess
• Competive research
• Who knows who?
• Deep looks inside companies – who works there?Info
• Be funny
• Show personality
• Talk about what you knowFun
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Everyone is a potential reporter:
Live from Bin Laden’s House
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The key to Twitter is engagement with
people you don’t usually have access to
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The story of Frank
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The story of Frank
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The story of Frank
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The Taco Trucks….
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Nonprofits….
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A Local Hero - @MsBeerVendor
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A Local Hero - @MsBeerVendor
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Social Advertising – Twitter
“Promoted Tweets are offered on a Cost-per-Engagement (CPE) basis, so you only pay when a user Retweets, replies to, clicks on or favorites your Promoted Tweet. Retweeted impressions by engaged users are free.
Just like regular Tweets, the ones that users engage with most tend to be insightful, conversational, fresh and timely, and crafted for sharing”
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YouTube Content cycles
• A video on YouTube gets 50% of its views in the first 6 days it is on the site, according to data from analytics firm TubeMogul.
• After 20 days, a YouTube video has had 75% of its total views.
• That's a really short life span for YouTube videos, and it's probably getting shorter. In 2008, it took 14 days for a video to get 50% of its views and 44 days to get 75% of its views
http://www.businessinsider.com/chart-of-the-day-the-lifecycle-of-a-youtube-video-2010-5#ixzz0vSdScBK1
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Blendtec
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WillItBlend
Channel Views: 5,647,785
Total Upload Views: 138,247,121
Joined: October 30, 2006
#33 - Most Subscribed (All Time) -
Directors
#64 - Most Viewed (All Time) -
Directors
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YouTube – Common Craft
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LinkedIn – IPO 2012…
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LinkedIn Maps
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LinkedIn Signal
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Social Advertising – LinkedIn
Social Commerce
Target by Geography, Company, Job Title, Groups, Gender, Age and more.
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Tumblr - Huggieshttp://highchaircritics.com/
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Listening and Discovery - Going offsite to find
conversation already happening
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Why you need to be honest…
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Hosted Community: Dell Idea Storm
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Commercials that will never run on TV
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And We Still Haven’t REALLY Gotten To….
iPads
Apps
Flickr
Yelp
Biznik
Podcasts
Ustream
Groupon / Living Social
Digg / Reddit
Etc……
blogwww.social3i.com || Seattle Washington
Section 3: Developing YOUR Campaign
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Define a Goal
Ignore
Interest
Interact
Integrate
Influence
Develop marketing and business plans without benefit of any data or insights generated on the social web about you or competitors
Basic benchmarking, auditing and listening to conversation about your brand, customers & products
Enagaging with fans, followers, press, analysts and critics
Melding social into your overall marketing program
The Long Term Goal: Giving customers a say in developing, supporting and evangelizing your brand
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What to Measure
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Determining Level of Effort/Time/Money
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What will you share with the community?Eloqua on Slideshare.net
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Develop Internal Best Practices
Tip #1. Recruit multiple bloggers
Effective blogs are updated frequently. But many small marketing teams
struggle to find the time to continually feed the beast. Having multiple
contributors ensures your blog will be a compilation of multiple
viewpoints and relevant expertise that attracts a variety of readers. Tip
Tip #2. Enforce regular posting
Maintaining a consistent schedule is essential to a successful blogging
strategy. Get the CEO on board.
Tip #3. Share metrics and reward success
Run internal contests to single out the blogger whose post was shared
the most. Shares the metrics from the team’s blogging and social
efforts to show the rest of the company how important their
contributions are.
Source: Marketing Sherpa
Example: Best Practices for Company Blogging
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Mobile Content Capture
Instagram Color Zapd
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Take advantage of simple ways to build a nice hub -
About.me
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Use Tools - Hootsuite
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Use Tools - Tweetdeck
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Other Details
Evaluate internal staffing options and available content.
Choose your social brand.
Set up a dedicated email address, lock down your urls.
Think of everything you do as a content opportunity
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11. Build Editorial Calendar
Editorial Calendar
Date Offline Event
Retail Group Aggregated Content on
Web Site
Blog Facebook (In addition to
general discussion)
Twitter (In addition to replies and discussion)
YouTube Foursquare
Sun 1/10Mon 1/11Tues 1/12Wed 1/13Thurs 1/14Fri 1/15Sat 1/16Sun 1/17Mon 1/18Tues 1/19Wed 1/20Thurs 1/21Fri 1/22Sat 1/23Sun 1/24Mon 1/25Tues 1/26Wed 1/27Thurs 1/28
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Final Recap
Everyone is leveraging social marketing, and customers now EXPECT it.
Figure out who you want to reach, why you want to reach them, where they can be reached, and what you want them to do when your each them.
There’s really no reason you WOULDN’t want a world where customers can tell you what to fix, and ask you how they can help.
You have way more content opportunities than you know what to do with.
Use tools and programs that are being specifically built to help you.
blogwww.social3i.com || Seattle Washington
Contact Info
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Thank You
Web: http://www.social3i.comBlog: http://social3i.blogspot.comTwitter: @social3i
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