social 101 final slideshare

BottreeDigital

‘SOCIAL 101’

Bottree Digital Services

Strategy Search Social Splatter Sponsor ScrutinyBottree

SOCIAL 101 AGENDA

1. Introductions2. What is ‘Social’?3. Why Social?4. Who is Social?5. Basic Intro: Building a Social Strategy6. Discussion


ABOUT BOTTREE

• Most social apps: Bottree• 15 years experience with Internet marketing• Full-service digital agency• Peer-4-peer (link)• UpStream Analytics, MediaPROS• Other articles• ‘6S Digital Marketing Strategy’

http://www.mediaincanada.com/articles/mic/20090109/lookback.html

http://bottree.com/News.html


SOCIAL AS PART OF A BIGGER PICTURE

• 6 Tactics with Digital Marketing:– Strategy– Search– Social– Splatter– Sponsor– Scrutiny

© Bottree Digital

BACKGROUND


MARKETING IN THE 20TH CENTURY

The MONOLOGUE

Consumer

Media / Content

Agency / Marketer

Seller / Producer of “Goods”

Mas

s M

arke

ting

Mass M

is-Comm

nucation


THE MEDIA MATRIX& EMERGENCE OF SOCIAL

Original Source: http://flickr.com/photos/morikenstyle/106306545

Rang

e of

Opti

ons

TV

Outdoor Radio

Print

TRADITIONAL MEDIA

PRE-SOCIAL WEB

Portals Vertical Sites

BannerExchanges

Content Suppliers[MSM] [People]

[Small]

[Infinite]

MSM has yet to enter this region

http://flickr.com/photos/morikenstyle/106306545/

OBJECTIONS TO SOCIAL


LIMITATIONS TO SOCIAL

Not relevant to our market

Technical complexity

Management resistance

Lack of funding

Inability to measure ROI

Lack of knowledgeable staff

0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50%

Objections to Social Media Use & ImplementationSource: Marketing Sherpa Survey, 2008

WHAT IS SOCIAL?


WHAT IS SOCIAL?

SOCIAL = INTERACTIONSOCIAL = DIALOGUE


MARKETING UNDERSTANDS SOCIAL

• The Original Social Ads • Original online social: MSNIM, ICQ, chat

http://ca.youtube.com/watch?v=TgDxWNV4wWY


SOME DEFINITIONS

• Aggregator– Collects and consolidates updates from multiple social websites such as blog entries,

social bookmarking, websites, social networks, etc in a single location for each viewing

– Examples: • Blog

– Derived from weB LOG, which is an easy to update website that is usually used to provide individual commentary/news on a specific subject via text, photos, videos and/or audio

– Examples: • Bookmarking

– A method of storing, organizing, searching, managing, and sharing web pages on the Internet

• Collaboration– A process where two or more people work together toward a common goal which is

generally to determine the best product or service


SOME DEFINITIONS

• Microblog– Same as blog except entries are limited to a set number of characters

(eg. Twitter = 140) and generally submitted by text message, IM, and/or the web. Ideal while mobile.

• Networking– An online membership website that focuses on building online

communities of people that share the same interests and/or activities• User Generated Content

– Information (stories, videos, pictures, links, etc) that individual users create and post to a variety of different sites

• Wiki– A collection of web pages designed to enable anyone to contribute or

modify content, using a simple editor


WHAT IS SOCIAL MEDIA?

What is social media?

Online applications, platforms and media which aim to facilitate interaction, collaboration and

sharing of content

http://www.youtube.com/watch?v=MpIOClX1jPE&eurl=http://manobyte.com/Marketing.aspx&feature=player_embedded


SOCIAL DIALOGUE: “THE BIG ECHO”


THE SOCIAL MEDIA UNIVERSE

Communication

Aggregator

Blog

Events

MicroBlog

Networking

Multimedia

Audio

Photo

Video

Collaboration

Answers

Bookmarking

Expertise

News

Opinion

WikisSource/Credit: Joselin Mane, www.litbel.com


• http://flickr.com/photos/fredcavazza/2564571564/sizes/o/


5 STAGES OF SOCIAL ACCEPTANCE

1 . Denial2. Presence3. Dumping4 .Conversing5. Microblogging

Source: Rohit Bhargava

http://rohitbhargava.typepad.com/weblog/2008/12/the-5-stages-of.html



WHY SOCIAL?


SOCIAL IS MASS

1. 394 million people watch video clips online2. 346 million read blogs/weblogs3. 321 million Read personal blogs/weblogs4. 307 million visit a friends social network page5. 303 million SHARE a video clip (viral marketing anyone?)6. 272 million manage a profile on a social network7. 248 million upload photos8. 216 million Download a video podcast9. 215 million download a podcast10. 184 million started a blog or weblog11. 183 million uploaded a video clip12. 160 million subscribed to an RSS FeedSource: Kyle Lacy, 20 Reasons Why You Can’t Ignore Social, based on Universal McCann, Wave3, March 2008

http://kylelacy.com/20-reasons-why-you-cannot-ignore-social-media/


MORE?

13. Blog Reading has risen 66% on a global scale in a year14. 60.3 million american have read a blog15. 36% of consumers will think more positively about companies that

have blogs16. 32% of consumers trust bloggers opinions on products and services17. Social Networking has an estimated 272 million users (Myspace,

Facebook, etc)18. 43% of online consumers belong to a social network19. 74% of social networking users message friends as part of their

daily routine20. Video Uploading growth is 31% to 82% global reach seen in all

marketsSource: Kyle Lacy, 20 Reasons Why You Can’t Ignore Social, based on Universal McCann, Wave3, March 2008

http://www.myspace.com/

http://www.facebook.com/

http://kylelacy.com/20-reasons-why-you-cannot-ignore-social-media/


WHY SOCIAL: SIZE

Email

Member Communities (blogs, social nets)

Software Sites

General Interest - Portals & Communities

Search

65%

67%

73%

85%

86%

Top Five Online 'Sectors'Source: Neilsen Online, March 2009

Dec-08 Dec-07


SOCIAL NETWORKS: SIZE AND GROWTH

Source: Yamini Purohit & Jon E. Warren, MaRS, Business of Social Networking. Original Source: IT World Canada

http://www.marsdd.com/magnoliaPublic/dms/mars/Documents/Resources/socialmedia/MaRS_SocialNetworking_2009/MaRS_SocialNetworking_2009.pdf


SOCIAL NETWORKS: REVENUE POTENTIAL

Source: Yamini Purohit & Jon E. Warren, MaRS, Business of Social Networking

http://www.marsdd.com/magnoliaPublic/dms/mars/Documents/Resources/socialmedia/MaRS_SocialNetworking_2009/MaRS_SocialNetworking_2009.pdf


WHY SOCIAL: FREQUENCY

Source, Universal McCann, Social Media Research Wave 3

Upload video clip to video sharing sitePost/write stories for my own blog

Download a podcastUpload photos to a photo sharing site

Manage profile on existing social networkVisit a photo sharing site

Share a video clip with a friendVisit a friend's social network page

Read blogsWatch video clips online

7%9%7%8%

17%13%13%

22%21%22%

11%12%16%15%

18%21%24%

25%27%

37%

7%5%

8%13%

11%14%12%

10%11%

16%

"Which of the following have you ever done?"

Daily Weekly Monthly

http://www.slideshare.net/mickstravellin/universal-mccann-international-social-media-research-wave-3


WHY SOCIAL: TIME SPENT


WHY SOCIAL: IMPACT ON SEO

• A good social strategy boosts your organic rank


‘WHY’ SUMMARY

• Impact on SEO rankings• Reach• ‘Free’• Immediacy• Flexibility• Enhance internal

communications

• Tracking• Innovator• Prospecting, lead gen• Retention• Reduce service calls• Listening, reputation

management

Sources, Chris Brogan, 12 Ways to Sell Socia Media to Your BossTraffikd, 13 Reasons Why Social is Worth Your Time

IT’S THE FUTURE

http://www.chrisbrogan.com/twelve-ways-to-sell-social-media-to-your-boss/



http://traffikd.com/smm/worth-your-time/

WHO IS SOCIAL?


SOCIAL: COUNTRY PENETRATION

Source: emarketer, Survey of Top Social Site Users, by Country, Sept 2008

NetherlandsItaly

GermanyAustralia

USSpain

MexicoUK

BrazilCanada

0.0% 20.0% 40.0% 60.0% 80.0% 100.0%

61.3%62.2%

65.5%67.5%

70.2%70.7%

73.0%78.4%

85.3%86.5%

Social Site Users, Top 10 Countries(% of Internet Users)Sept 2008 Sept 2007

http://www.emarketer.com/Article.aspx?id=1006882


HOW ARE USERS BEING SOCIAL?

Creator(13%)

Critic(19%)

Collector(15%)

Joiner(19%)

Spectator(33%)


CREATORS – BY CONTENT TYPE


WHAT ARE THEY DOING?

Career networking

Play games

Share/find music

Plan social events

Meet new people

Share photographs

Reconnect with old friends

Keep in touch with friends

11%

14%

15%

18%

30%

37%

51%

78%

Reasons to Use Social Networking SitesNovember 2008 (%)

(Source: JP Morgan, 2008 Consumer Survey, Jan 2009)


SOCIAL VS ‘NON’ SOCIAL

Media Used In Social Networking

Medium% of Social Networkers

% of Non-Networkers (Approximate)

Email 95% 90%IM 61 25

Texting 50 18

Forum/Discussion Board 29 5Blog 29 3

Chat room 17 4VoIP 12 4

Video conferencing 11 2Micro-blogging 4 1

Source: Netpop Connect Social Networkers US, December 2008

BUILDING YOUR OWN SOCIAL MEDIA MARKETING PLAN


USE OF SOCIAL MARKETING

Source: Michael Stelzner, Social Media Marketing Industry Report

88%

12%

Use of Social Media

Yes No

28%

44%

23%

4% 1%

Experience & Social Media Plans

Just getting startedA few monthsA few yearsNo experience, but plan to useNo plans

http://www.whitepapersource.com/socialmediamarketing/report/


TIME COMMITMENT

64% of marketers use social media 5+ hours per weekSource: Michael Stelzner, Social Media Marketing Industry Report



BENEFITS OF SOCIAL MEDIA




SOCIAL MEDIA MARKETING:POST & MAIL

POST• People• Objectives• Strategy• Technology / Tactic

Source: Forrester

MAIL• Monitor• Assess• Implement / Integrate• Learn

Source: Terry Fallis, Thornley Fallis

Strategy Search Social Splatter Sponsor ScrutinyYourAgency

OBJECTIVES: THE SOCIAL BRAND

Traditional Brands Social BrandsBrand in Control Audience/Consumer in Control

Organization creates content Users create contentRepetition AdaptationEducating Influencing

Solicit customers Make friendsSell to cold prospects Network with happy customers

Monologue Dialogue (listen more, talk less)Incentivize frequent purchase Reward engagement

Do well Do goodSend mass email Message friends and fans

Target demos Seek shared interests9-5 Leave the porch light on


BUILDING A SOCIAL STRATEGY

1. INSPIRE ACTION2. AUTHENTICITY3. OWNERSHIP4. RELEVANCE5. OPEN BRAND6. MEASUREMENT

Source: Blue State Digital, Exploring the Obama Juggernaut, IAB Canada, MIXX 2009


STRATEGY: INSPIRE ACTION

• Make it easy• Make it fun• Give me cash• Give me access• Make me a star• Ask people about

themselves

• Surprise• Altruism / Cause• Give Me a

Challenge• Let me Influence• Create Something

UsefulSource: Clickz, Ten Motivators That Inspire Action

http://www.clickz.com/3632497/print


STRATEGY: THE ZEN APPROACH

• Speak to no one and someone will listen• Take control by letting go• Listen for nothing• Control limits the conversation• Absence invites failure• Hide and you’ll be found• Speak to weakness – make it a strength• Respond to alarms before they go off


TACTICS: WHAT ARE MARKETERS USING?


“Which tactic do you plan to use to market your message?”



TACTIC / TECHNOLOGY


TACTICS – RESOURCES

• Which tactic to choose?– http://personalbrandingblog.wordpress.com/2008/05/26/top-social-

media-tools-for-turning-your-ebrand-into-a-powerhouse/

• Full list of resources for each tactic– http://www.seomoz.org/article/social-media-marketing-tactics

http://personalbrandingblog.wordpress.com/2008/05/26/top-social-media-tools-for-turning-your-ebrand-into-a-powerhouse/

http://personalbrandingblog.wordpress.com/2008/05/26/top-social-media-tools-for-turning-your-ebrand-into-a-powerhouse/

http://www.seomoz.org/article/social-media-marketing-tactics

RETURN ON … ?


MEASURING SOCIAL SUCCESS

• Zoom out– Try not to think about metrics with just one tactic– Assess the impact on sales, profits, retention

• Zoom in– A wide array of analytics tools are popping up– Eg. radian6


ZOOM OUT: GENERAL RESULTS

• Exposure and buzz/traffic• Branding• Reputation management• Sales and new business• Subscribers and repeat traffic• Links• Rankings• Potential negative resultsSource: Chris Lake, econsultancy, 10 Ways to Measure Social Media Success

Source: Avinash Kaushik, Tips for Measuring Success of Your Blog

http://econsultancy.com/blog/3407-10-ways-to-measure-social-media-success

http://www.kaushik.net/avinash/2007/05/tips-for-measuring-success-of-your-blog.html


ZOOM IN: MEASUREMENT

• Take a snapshot– Know where you stand before diving in

• “Benchmark” or “Baseline” elements:– SEO rank, acquisition costs, Facebook fans, DIGG

links, existing web traffic– Raw author contribution– Unique user activity with each tactic– Conversation rate (posts vs comments)– Tags/links to social media sitesSource: Chris Lake, econsultancy, 10 Ways to Measure Social Media Success

Source: Avinash Kaushik, Tips for Measuring Success of Your Blog

http://econsultancy.com/blog/3407-10-ways-to-measure-social-media-success

http://www.kaushik.net/avinash/2007/05/tips-for-measuring-success-of-your-blog.html


CONVERSIONS – TRADITIONAL & SOCIAL

Awareness

• Monologue• Repetition• Online:

impressions

Consideration

• “Not buying today”

• Seeking info• Online: Visits &

Leads

Purchase to Use

• Eg. Bought but boxed

• Downloaded, but not in use

Use to Opinion

• What does it take to get people to talk about your product/service?

DISCUSSION


SOCIAL 101: KEY INSIGHTS

• You will have to change your way of doing business

• Monologue is now dialogue• Join the party – just don’t be the drunk at the

party• Be public, be above board• Keep communication channel well oiled• THE WEB IS THE GREAT EQUALIZER


WHY USE SOCIAL

• Reach / Ubiquity• Be part of the dialogue• Adjust your business model• Measurability


THE FUTURE & WHAT’S COMING

• Your Web Page on Every Device• Lifestream: Your Life in One Place

– FriendFeed• Open Social Web – Singular Voice

– OpenID– Facebook Connect– Google Friend Connect

• Mobile– SmartPhone Applications– Mobile Social Software (MoSoSo)

• Reputation Management


CHALLENGES TO FUTURE GROWTH

• The high cost of TXT / Mobile in Canada• Net neutrality• Canada’s unstable media infrastructure• Privacy concerns / issues


THANK YOU!!QUESTIONS:

[email protected] APPS: BOTTREE

mailto:[email protected]


RESOURCES

• 50 Ways to Use Social Media– http://www.web-strategist.com/blog/2008/07/15/50-ways-to-use-social-media-listed-by-objective/

• Citizen Journalism– http://vizedu.com/2009/01/citizen-journalism/

• Measurement– http://measurementcamp.wikidot.com/

• Superlist of What NOT to do with Social Media– http://www.interactiveinsightsgroup.com/blog1/superlist_of_what_not_to_do_in_social_media/

• Nonprofit Tech– http://www.nonprofittech.com/

• Beth’s Blog– http://beth.typepad.com/

• We Are Media– http://www.wearemedia.org/

• NetSquared– http://www.netsquared.org/

• Mashable– http://mashable.com/

• Blogging Data– http://www.emarketer.com/Article.aspx?R=1007027

http://vizedu.com/2009/01/citizen-journalism/

http://measurementcamp.wikidot.com/

http://www.interactiveinsightsgroup.com/blog1/superlist_of_what_not_to_do_in_social_media/

http://www.nonprofittech.com/

http://beth.typepad.com/

http://www.wearemedia.org/

http://www.netsquared.org/

http://mashable.com/

http://www.emarketer.com/Article.aspx?R=1007027