Social Media Marketing PracticeStage 3

suresh.sood@uts.edu.au

Geektoid Mangala

www.linkedin.com/in/sureshsood

twitter.com/soody

www.facebook.com/suresh.sood -

ssood

www.bravenewtalent.com/talent/suresh_sood

Hero5!

Potential Listening Sources for Dashboard

KPIs Align to Objectives

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1. Business Objectives – Retail store traffic2. Online Goal – Increase e-coupon usage3. KPI – Number of Groupon sales4. Targets – 1,000 per month5. Segments – NSW Females

Website conversionsSocial media participationSocial media monitoringSocial media advertisingPaid searchOrganic search (onsite)Organic search (offsite)Crowdsourced couponingInternet display advertisingEmail (sales)Email (service)

Blogging

MicrobloggingAffiliate marketingAggregator marketingMultimedia content syndicationVideo & audio marketingLanding page optimizationLocation-based marketingCo-branded partnershipsMobile marketing

Digg (V3) Front Page StatisticsDigg V3 Top Users

YouTube Subscriber & Viewer Stats

Free SMM Tools

6 KISSmetrics & oneforty - May 2011 survey

Paid SMM Tools

Less Than $500 per Month Greater Than $500 per Month

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Commonly SM Measures

Comments/mentionsUnique commenters# of new commentersThread sizeTime with contentContent downloadsSubscriptions/subscribersContent views/plays/opensLikes/follows/votesContent sharing (retweets, stumbles, bookmarks) Suggestions/feedback/commentsSpinoff content/link backsRecommendations/ratingsBrand postsHashtagsReachViewership

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Google Analytics

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Radian 6

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eCairn

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Social Analytic Tools

TwentyFeet – Aggregation of Social Stats• Twitter

– Reputation indicators– Conversations – Following analysis– Lists – More details

• Facebook – User's friends or Page's fans – User's conversations

• YouTube – Key Performance Indicators– Videos and Subscribers– Ratings– Viewers – Gender– Viewers – Age– Viewers – Location

• bit.ly dashboard

– Key Performance Indicators– Referrers– Targets

• Google Analytics dashboard

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Linguistic Inquiry & Word Count : “junk words” in content http://www.liwc.net/liwcresearch07.php

Cognitive complexity = zexcl + ztentat + znegate + zdiscrep zinclDepression = zI + zphyscal + znegemo – zposemoLiar = – zself – zother – zexcl + znegemo or Honesty = zself + zother + zexcl - znegemo - zmotionFemale = zself – zsixltr +z other + znegate – zarticle – zpreps + zcertain + zsocial + zpresent – zspace – zoccup + zhome – zmoneyAging = zposemo – zI + zsixltr + zcogmech + zexcl + zfuture – zpast – ztimePresidential = zsixltr – zwps – zunique – zpronoun – zself – zyou – zother – znegate + zarticle + zprep

Slatcher, R.B., Chung, C.K., Pennebaker, J.W., & Stone, L.D. (2007), Winning words: Individual differences in linguistic style among U.S. presidential and vice presidential candidates, Journal of Research in Personality, 41, 63-75.

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

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1: 22: 1, 33: 2

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Adjacency matrix

Adjacency list

1 = presence of link0 = no direct link

Actors Relationship

Graph orsociogram

Key Network Measures

• Degree Centrality• Betweenness Centrality• Closeness Centrality• Eigenvector Centrality

krackkite.##h (modified labels)

Connector(hub)

Diana’sClique

Broker

Boundary spanners

Contractor ? Vendor

– Most used on-line communication application– E-mail is a semi-structured document

• Header for sender identification– Form: ‘Bill Stoddard’ <reddrum@attglobal.net>

• Subject• Receiver• Date & Time• E-mail body is an unstructured format

– Ontology & NLP is necessary Me

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Extracting Social Networks from E-mail

Visualizing the Network

As a key member of the NSW Police Team involved in the investigation of the "backpacker" murders in Belangalo Forest, NSW, I believe it is fair to say that NetMap proved to be of invaluable assistance, certainly in the area of correlating massive amounts of disparate data pertaining to the case – data that would otherwise have taken significant amounts of resources to analyse. NetMap was able to reduce what would have been many years of information analysis into weeks and help lead the investigation team to a faster close on the issue.

I believe that NetMap succeeded in providing the NSW Police with a unique view of information related to the Backpacker Murderer case, information that allowed investigations to be more focused and efficient in terms of progressing the case to a faster, more accurate close..Angus A. Graham, Former Commander, Criminal Research Bureau, NSW Police State Intelligence Group.

Suspect List, Data Sources & Killer Profile

18,000,000

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230 • probably drove a four wheel drive vehicle to access the remote bush tracks

• had some knowledge of the forest

• the same gun was used to kill two victims. (A rare US-made Ruger 10/22 rifle)

– RTA vehicle records– Gym memberships

– Gun licensing ++

• Police Incident reports (multiple jurisdictions)• Phone records • Financial information• Intelligence information • Interviews with :

– Witnesses– suspects– confidential informants

• Satellite imagery

Network Structure:Connectivity of 171 Marketing Researchers

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Core Network Actors Positioned 2 Steps from Central Actor

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HypothesisWhat Happens if We Take Out JJ ?

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NodeXL - Excel 2007 template for viewing and analyzing network graphs

www.codeplex.com/NodeXL

Connectors

• People with

– broad and wide social networks

– frequently communicate – credible influencers

– Interested in discovering and telling other about relevant new ideas

• Roles

– Information/knowledge sources and dissemination

– Social pressure in creating group norms

– Social support in trying and using new things.

Gladwell, Tipping Point

Two Types Of Mass InfluencersApril 2010 “Peer Influence Analysis”

Tipping Point – Malcolm Gladwell

Type of person Characteristic

Mavens Message givers

Connectors Social glue

Salespeople Persuaders

“United Breaks Guitars”

http://www.nydailynews.com

Susan Boyle

Old Spice The Man Your Man Could Smell Like

Diaspora

• Total Researchers: 371 (+71 since last week)

• Total Active Data Collections: 262 – (169 Streaming, 59 REST, 34 Curated Collections) (+37)

• Total finished Data Collections: 36 (+23)

• Total number of tweets in Database: ~33,234,149 (+15m)

• Total number of users in Database: ~14,437,195 (+7m)

• Number of tweets including the word “bieber”: too many• Database size: 28.7 GB (x2)

• Current rate of growth ~ 15 million tweets a week… or about 15 gigs a week.

Week 2 stats

140kit

More Clicking, Checking or New Users ?

More checking =>

CommentsForumsRSS feedNew content at random timingEmail alerts (non-real time)

More clicking =>

Display random content

Launching a Social Network Service(community)

0. Mobile 1. Photos, Videos, Latest Activity, Members, and Events2. Keywords for discoverability3. Welcome centre4. FAQs5. Moderation e.g. suspend members, own user moderation6. Kick start with champions/evangelists/passionates7. Latest activity8. Giveaways e.g. book from authors/guest visiting library9. Monitor registrations10. Members/volunteers as moderators11. Link to main web site12. Promote content via email, Twitter & Facebook 13. Share content on Facebook

Mobile Site Audit and Analytics

• Go to: http://www.pureoxygenmobile.com/mobile-site-audit/submit-report

• Enter email & URL• Analyze 100 pages • Optimize conversion

• Bitly/mobanalytics for mobile analytics

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Using Geolocation in Marketing

• Geolocation built into strategy – Nike+• Clear reason to share personal information• Offer rewards for check-in to location services from social network • Use social network geographic data to drive location interaction• Most important factor is social engagement to connect with people or find places liked by

people they trust • Taplister connects beer aficionados with geolocation information about taps• 40 million + people check in using geolocation

Lost in GeolocationWhy Consumers Haven’t Bought It and How Marketers Can Fix Itby Will Reese and Jamie BecklandMobile Marketing Report: Spring 2011

Social Objects

• Blogging• Business• Dating• Pets• Photos• Videos• Religious• Social/Entertainment

The benefits of social community

Owncommunity

social commerceaccountable commercial outcomes

research & developmentgenerate ideas, develop insights, test strategies

knowledge management generate, aggregate, disseminate organisational knowledge

brand equitybuild enduring and intimate brand relationships

Leveraging community

OwnCommunity

social commerceaccountable commercial outcomes

insights & developmentgenerate ideas, develop insights, test strategies, track and measure brand health

knowledge management generate, aggregate, disseminate organisational knowledge

brand strengthbuild enduring, positive and intimate brand relationships

coupons

wiki

knowledge base

targeted member surveys

user ratings

forums

loyalty clubswish lists

loyalty clubs

peer rating and reviewscustomsupport

@twitter.com

guided chat

feature wishlists

network marketing incentives

recommendations people who

bought this

Pilot studies (prototype samples)

feature ratings

Facebook likenewsletters

Community – Intellectual Disability (Version 1) Quality Services

Raising Awareness

Ad Hoc /special meetings:

1. Dialogue with other service providers2. Allied health conversations3. Sharing experiences 4. Events5. Questions and responses6. Family support network

Social Conversations

DonationsFunds

FAQs

KnowledgeBase of Dialogue

Research

Sources of Funding

150 employeesIntranet underdevelopment

Family Networks

Service Providers

UN rights for Disability Regulatory Framework

Practices of similar organisations e.g. UK, USA, AustraliaConversation calendar

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 profiles2. Blog: Collaborative blog3. Forum discussion4. Shared calendar5. Photo galleries6. 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…

Groups

Microblogging

Real-time updates :on site, groups and channel activity.

Rich, informative profiles for employees, managers and partners

Existing Implementations

Government * Oxfam * Royal College of British Architects * Australian Government * British Government * Federal Canadian Government * MITRE * New Zealand Ministry of Education * State of Ohio, USA * The World Bank * UNESCO * United Nations Development Programme * Canadian Employment and Immigration Union * Tides Canada

Businesses * The Executive Lounge * Hedgehogs.net * Hill and Knowlton * Institute of Executive Coaching * Interactive Games & Entertainment

Association * Live Out There * UnltdWorld * Wiley Publishing

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

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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

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our mission is to invent 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. @WalmartLabs, which combines Walmart’s scale with Kosmix’s social genome platform, is in a unique position to invent and build this future.

May 3 , 2011 , http://anand.typepad.com/datawocky/