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Social Media for StartupsNovember 3, 2010

Presented by:Andy Boyer and the social3i team

http://social3i.blogspot.com/


http://www.social3i.com/


social3i Proprietary and Confidential 2

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 are not making 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 [email protected]


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.

• Background with RealNetworks, Publicis, Microsoft, Photoworks, venture-backed startups, non-profits, and minor league baseball.

• Join us:• www.Social3i.com• Twitter: @social3i• Social3i.blogspot.com

Intelligence & Insight

Ideation & Planning

Influencer Marketing

Social Marketing Program

Development

Social Competency

Training


Today’s Agenda

• The Basics: • Key terms, the players, and success stories

• Best Practices:• How companies are building and managing their

reputation through social networking sites

• Content Development:• The role of blogs (your own and outsiders’), Facebook

and Twitter in spreading news about your organization• Why and how to put together your own audio/video

content and build an audience for it

• Measuring Success:• Tools for determining if the programs are working

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Section 1: BasicsThe Social Marketing Imperative (Aka… Why are we doing this?)






The Social Web is influencing customer decisions

77% of all internet users participate in social networking sites

Viewing on social sites has surpassed personal email usage70% of consumers trust opinions, posted online, by other online consumers3 million active Facebook Pages, with more than 1.5 million of them from local businesses.

Data: Nielsen Research / Comscore Media Metrix 2009


Marketing Budgets are Integrating Social


The Mainstream Has Adopted Twitter


News 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


Consumers want to say hi

13,000,000+ Fans!


Content moves from Social to mainstream


You can mine social for cultural memes


What Can Happen if You Don’t Have a Social Presence…

http://www.youtube.com/watch?v=BmykFKjNpdY&feature=related


The Face of the New Internet is Social


The Social Media Heavyhitters

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Section 2: Best PracticesPart 1: Building a Foundation






Basic Logos We Need to Know

Facebook Twitter YouTube LinkedIn Wordpress

Blogger Wikipedia Foursquare MySpace Flickr


Segmenting the Channels(The Brian Solis Flower)


Choose where to focus efforts

Awareness

Trial

Evaluation

Purchase

Retention

Referral

Your Startup


Social Spans Across the Company

•

•

•

•

Marketing Best Practice:

Sales Best Practice:

Research Best Practice:

Customer Service Best Practice:

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.


Building a Presence is a Process

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

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Section 2: Best PracticesPart 2: Case Studies - From Theory to Practice






Resources for the eIQ:

Delicious.com/social3i


Benchmark: Starbucks Integrated Social Campaign


Small Bsiness Integrated Social Campaign - TeatroZinzanni


Opportunity: Customer Support


Opportunity: Product Development


Opportunity: Promotion - Coca-Cola Happiness Machine

http://adland.tv/commercials/coke-coca-cola-happiness-machine-2010-200-usa


Opportunity: Advertising and Promotion


Small Business Awareness – Common Craft


Startup Promotion: Naked Pizza


Case Study – Naked Pizza

• Naked Pizza a New Orleans pizza takeout and delivery restaurant with a mission to make an unhealthy and popular fast food healthier, more nutritious, and better tasting!

• Naked Pizza has annually revenues of over 1 Million and has a significant twitter presence

• The CEO posts up to 15 times a day and said his company is now posting as well and primarily using Twitter to market to an area with a 3 mile radius of their stores.

http://twitter.com/NakedPizza

http://twitter.com/NakedPizza


Small Business Awareness - Blendtec:


Small Business Awareness – Blendtec:

Channel Views: 5,647,785

Total Upload Views: 138,247,121Joined: October 30, 2006#33 - Most Subscribed (All Time) - Directors

#64 - Most Viewed (All Time) - Directors

http://www.youtube.com/channels?p=2&s=ms&gl=&t=a&g=3

http://www.youtube.com/channels?p=2&s=ms&gl=&t=a&g=3

http://www.youtube.com/channels?p=3&s=mv&gl=&t=a&g=3

http://www.youtube.com/channels?p=3&s=mv&gl=&t=a&g=3


BaconSalt’s Integrated Campaign


Oh, and Don’t Forget the Taco Trucks….


Local Business Retention - The Met Grill


Local – The Met Grill


Foursquare Tutorial

Copyright Flair Media on Slideshare:http://www.slideshare.net/KarynCooks/jumping-in-to-foursquare-reviewing-locationbased-platforms-for-business

http://www.slideshare.net/KarynCooks/jumping-in-to-foursquare-reviewing-locationbased-platforms-for-business

http://www.slideshare.net/KarynCooks/jumping-in-to-foursquare-reviewing-locationbased-platforms-for-business

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Section 3: Content Development / Integrating Social Into Your Marketing Plan






Before You Get Started – Know WOMMA’s Rules

www.womma.org

It’s all about the Honesty ROI. Ethical word of mouth marketers always strive for transparency and honesty in all communications with consumers, with advocates, and with those people who advocates speak to on behalf of a product.

* Honesty of Relationship – you say who you’re speaking for* Honesty of Opinion – you say what you truly believe; you never shill* Honesty of Identity – you say who you are; you never falsify your identity

http://www.womma.org/


Why you need to be honest…


Our Social Media Checklist(One Blueprint, not necessarily the DEFINITIVE Blueprint)

1. Define Goals and Targets.2. Start listening to the conversations3. Determine your budget – time and money.4. Evaluate internal staffing options.5. Evaluate your available content.6. Choose your social brand. / Decide upon an

identity.7. Set up a dedicated email address8. Lock down your urls and hide pages.9. Build an editorial calendar.10.Keep pages hidden and load content into the

channels.11.Go live.12. Engage. Engage. Engage.


1. Defining Goals

• What are we trying to do?

• Who do we want to reach?

• How do we grade whether we’re being successful?


2. Start Listening

• Where are our customers hanging out?

• What are they saying?

• What information do they need?

• How can we be helpful?

• Can I afford to spend $10-100/mo to get all this data?

• Viralheat.com


3. Budget and Time Allocation


4. What are my staffing options?


5. Evaluate your available content


Note: Develop Internal Best Practices Documents

Tip #1. Recruit multiple bloggersEffective 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 postingMaintaining a consistent schedule is essential to a successful blogging strategy. Get the CEO on board.Tip #3. Share metrics and reward successRun 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


Note: Decide What will you share with the communityEloqua on Slideshare.net


Note: Understand 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

http://tubemogul.com/




9. Build Editorial CalendarEditorial Calendar

Date Offline

EventRetail Group Aggregated

Content on Web Site

Blog Facebook (In addition to

general discussion)

Twitter (In addition to replies and discussion)

YouTube Foursquare

Sun 10/10 Mon 10/11 Tues 10/12 Wed 10/13 Thurs 10/14 Fri 10/15 Sat 10/16 Sun 10/17 Mon 10/18 Tues 10/19 Wed 10/20 Thurs 10/21 Fri 10/22 Sat 10/23 Sun 10/24 Mon 10/25 Tues 10/26 Wed 10/27 Thurs 10/28

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Supporting Tools for Execution






Facebook Apps - Involver


Facebook Apps - North Social


Blogging


Twitter Tools – CoTweet


Twitter Tools – TweetDeck (Also Hootsuite, Seesmic)


Url Shorteners – Bit.ly (Goo.gl , ow.ly , etc…)


Listening and Discovery Toolwww.Paper.li


Tube Mogul

• Allows one upload to launch to the majority of the video sharing sites simultaneously.

• Keeps stats on each of your channels that allows you to measure historically.

• Limited plans are free and then paid plans offer increased reporting and site upload options.

• http://www.tubemogul.com

http://www.tubemogul.com/


DandyID


Ping.fm


Measurement Tools


How to Build Measurement Best Practices

First rule of Analytics = If you are in a hurry…slow down…and make sure you are asking the right questions.

Second rule of Analytics = Make sure everyone in the organization is “on board” with performing S.M.A.R.T. measurement

Third rule of Analytics = Put tools in there place. Reliance on tools, is a rookie mistake and often fuels analysis paralysis…

Social Monitoring Tools

Human Powered Analysis

“I see a lot of peoples time get “chewed up” in Cycles

where they have no time to do anything but reporting.

One of the things about analysis is it takes some pretty detailed, focused

time where you can sit in front of a computer and really work with the tool

and work with the data. “

- Gary Angel, President Semphonic

http://semphonic.blogs.com/about.html


Social Intelligence Tools

The new field of "Social Intelligence" uses highly specialized tools to collect, cleanse, catalog, analyze and report on conversations happening on the social web.

• Fans on social

sites

• Social brand

mentions

• Tweets/Blog

entries

• Rants vs. raves

These tools count social actions and measure impressions, buzz & sentiment.


Feed

back

Radian6 – Best for the Enterprise

Pros: Largest company reviewed by Forrester. • Easy to use widget based dashboards• Real-time data can be configured to

listen and respond to UGC posts as they happen.

• Tracks established social media KPI’s (volume, engagement and sentiment) with automated workflow tools to turn this data into action.

• Allows multiple users to immediately engage with important conversions via the engagement dashboard.

Cons: Data quality has some serious issues. • Spam hygiene requires significant

time investment by the tool operator

• Scoring of sentiment in twitter has known defects* that have yet to be addressed in the latest version of this tool

• Volume based pricing can make this tool expensive for novice users.


Feed

back

Alterian – Best for Midsized Companies

Pros: One of the largest data sets among all tools, and a dashboard built for Analysts. • Data warehouse has nearly 4

Billion conversations indexed as far back as 2004

• Dashboard built for analysts to do both qualitative and quantitative analysis.

• Customizable sentiment dictionary allows for the most accurate sentiment tracking of all NLP based tracking tools.

• Email reporting capabilities are good.

Cons: Data latency concerns and workflow tools require custom configuration to be impactful.• Volume based pricing can make this

tool expensive for novice users.• Workflow tools are complicated

to configure • Customer support services are slow

to respond.


Feed

back

Lithium – Good for Small Companies

Pros: Decent coverage at a reasonable cost• Dashboard collects data in

real time.• Excellent video capture

data• Email reporting capabilities

are good.• Flat fee pricing for unlimited

search results.

Cons: Workflow tools are not powerful enough for engagement• Facebook data coming

soon• Twitter data is incomplete


Feed

back

Viral Heat – Good for Start-ups

Pros: Low price/ decent service• Uses data aggregators to do a

better job than google alerts• Dashboard built for

quantitative analysis.• Email reporting capabilities

are good.• Pricing as low as

$9.99/month

Cons: Data latency concerns and workflow tools require custom configuration to be impactful.• Can’t go back in time• Workflow does not

empower engagement• Customer support services

are slow to respond.


Feed

back

Shoestring Dashboard – Good for lots of things

Pros: Free/low cost tools, widgets and time can get you 70% of what paid tools provide for less than 30% of the cost.• Free Buzz monitoring tools

are plentiful• widget based tools can

organize, filter and present large amounts of data quickly

• Major social channels can be monitored effectively using elbow grease.

Cons: Lacks the coverage and analytical power of paid tools• Free tools do not cover the

entire social web• Free tools do not provide deep

analytical capabilities• Free tools do not integrate

workflow for engagement purposes

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In Class Tutorials






In Class – Setting Up Your Blog


In Class - Setting Up Twitter


In Class – Setting Up Twitter Background


In class – Setting up YouTube


In Class – Customizing Facebook Tabs

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Section 4: Measurement, aka, the ROI Argument





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Contact Info






social3i Management Bios

Andy BoyerIntegrated Marketing Strategy & Planning

Andy Boyer was a Principal at social media agency Spring Creek Group from 2007-2010, leading client campaigns inside Microsoft and other companies, developing short and long term social media strategies, and recruiting a team of Engagement Leads and Community Managers. His previous experience is highlighted by six years in e-commerce marketing at streaming media pioneer RealNetworks from 1996-2002. As Co-Founder of social3i, Andy develops holistic social media programs that are integrated into overall marketing efforts.

Twitter: @aboyerLinkedin: Add Andy to your networkE-mail: [email protected]

Xavier JimenezIntegrated Marketing Research & Ideation

Prior to co-founding social3i Xavier was Principal and Analytics Practice Head at social media agency Spring Creek Group in Seattle Washington. Xavier has worked with Fortune 500 brands like ubid.com, RealNetworks, American Greetings, T-Mobile and Microsoft to deliver deep consumer insights using emerging media measurement technologies. As chief social intelligence strategist, Xavier is tasked with qualifying and transforming raw data from online video, mobile advertising, widgets, blogs, social networks, and other user generated content into deep customer intelligence.

Twitter: @xjimenez Linkedin: Add Xavier to your networkE-mail: [email protected]

Colin LamontIntegrated Marketing & Mobile Campaigns

Colin Lamont has 15 years direct marketing, e-commerce, and product management experience in helping build and grow consumer products and services. Most recently, he was the Vice President of Marketing at GotVoice, an Ignition Partners funded mobile solutions company that was successfully sold. An expert of integrated marketing, Colin leverages social media outreach to support direct marketing, branding, PR, speaking engagements and events to cost-effectively grow companies. Previously, Colin worked at RealNetworks, starting in 1995, & culminating as Director of Consumer Marketing for the RealGames and GameHouse divisions in 2006.

Twitter: @social3iLinkedin: Add Colin to your networkE-mail: [email protected]

http://twitter.com/aboyer

http://twitter.com/aboyer

http://www.linkedin.com/in/aboyer

http://www.linkedin.com/in/aboyer

mailto:[email protected]

http://twitter.com/xjimenez


http://www.linkedin.com/in/xavracesboston2007

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Thank You

Web: http://www.social3i.comBlog: http://social3i.blogspot.comTwitter: @social3i



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