social media in the digital media mix

April 10, 2023

SOCIAL MEDIA

Where it Fits in the Digital Media Mix

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WHAT IS SOCIAL MEDIA

the people formerly known as the AUDIENCE

Introducing…

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SOCIAL MEDIA DEFINED

• Social media are primarily Internet- and mobile-based tools for sharing and discussing information among human beings. Inclusive of activities that integrate technology, telecommunications and social interaction, and the construction of words, pictures, videos and audio.

-Wikipedia.org

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• Fuor Digital Definition

– Social Media defines any digital vehicle that allows people to customize, collect, connect and collaborate The Fuor C’s

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WHY ITS CRUCIAL TO ADD TO THE MIX

• 57% of people online have joined a social network both personal or professional

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• 100,000,000 videos have been posted

65,000 news videos/day

83% have watched video clips

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• 200,000,000 blogs

–73% of active online users have read a blog

–45% have started their own blog

• 39% subscribe to one or multiple RSS feeds


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• 55% have uploaded & shared photos

• 1.5 million residents in virtual worlds



• With 50,000 message boards,

100,000 twitter posts daily

• 2,000,000 unique pieces of content processed every 24 hours…

…Participation in social media is vital for brands

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SOCIAL MEDIA BREAKDOWN

Collect

Connect

Customize

Collaborate

BlogsTwitte

r

UserGeneratedContent

Social Networks

Social News

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• Networks = Connect– Social Networks

– Portable Social Graphs Gives any website the power of social context

that is currently only found within the walls of a social network

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• Networks (cont.) = Connect– Portable Social Graphs

coming from Facebook, MySpace, Google, Yahoo and Microsoft are going to transform how consumers interact with digital technology and each other

July 2008 Mark Zuckerberg introduced Facebook connect


Facebook Connect as an alternative to site registrations

Sites are allowing users to login through Facebook Connect, presenting an easy and quick alternative to normal registrations.

• Networks (cont.) = Connect– Facebook Connect

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• News = Collects– RSS– Tagging– Social Bookmarking

• Collective Wisdom– Ratings Sites– Wikipedia– Social News

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• User Generated Content (UGC) = Customizes– Blogs / Twitter– Virtual Worlds / Avatars– Photo Sharing– Consumer Reviews


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• Users Customize their online identities with…– Networks– Applications


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• Users Customize their online identities with…– Tagging Content– Participating in Online Discussions– Commenting


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• Users Customize their online identities with…– Widgets– Photos…


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• Its not a fad…– It is a fundamental shift in the human means to

communication

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SOCIAL MEDIA PROCESS

• How to think about it in relation to purchased media?

Purchased Media = The MonologueSocial Media Efforts = +The Dialogue

= Mastering the Digital Mix

• So where in the world do we start???

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• People are talking about products and brands right now…

“It’s about conversations, and the best communicators start as the best listeners”

Brian Solis, Social Media Manifesto

1. Start by using tools to measure the noise

and then…

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2. …Immerse into the conversation

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3. Participate– It is a dialogue, not a monologue

Build a communication plan Relinquish Control

o The goal is not to control the conversation

4. Create opportunities for consumers to take ownership of the brand

Enable Inspire

– Let’s give ‘em something to talk about… Make them love you or hate you, don’t leave them

indifferent

INFLUENCE

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5. Measure the new noise, and brand impact– Continue to go deeper…

Use social graph data and leverage key players- Create rich profiles, including demos, interests,

behavior- Find others like them in the network- Can also target outside social networks

themselves- Also identify “Influencers” who connected AND

share

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• Dangerous territories that clients need to be aware of– Relinquishing control

Need to be prepared for negative publicity and to have the attitude, “any PR is good PR”o Going to happen, brands need to learn from it

• Have the capacity to make changes• Determine response

– Legalities Client’s legal departments may have very rigid guidelines as to how and

where their brands appear

– The truth will prevail Hitting consumers with false information about a brand or not being

transparent about your involvement or intent of participation can blow up in a brand’s faceo Navigon ex.

– Kid Protection If working the teen / kids market Brand relationship ;inappropriate

consumer content can be open for kids to find

HOW DO WE MEASURE: TOOLS & METRICS

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MEASUREMENT TOOLS

• Social Media analytics tools available at no subscription– Blogpulse

Is a blog search engine that also analyzes and reports on daily activity in the blogosphere

– Trendrr Measures once campaign / term / brand is entered – can’t capture

historical prior to adding brand to account

– Twist.com Available for searching twitter

– Technorati Self-service advertising network of blogs, site can be used to

investigate conversations

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MEASUREMENT TOOLS

• Companies that offer comprehensive social media monitoring tools subscription based– Nielson Buzz Metrics– Collective Intellect– ScoutLabs

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MEASUREMENT TOOLS

• Currently investigating the product offerings from additional companies that offer comprehensive tools subscription based– Offer real-time posting opportunities and various

“proprietary” metrics Radian6 Visible Technologies MediaMiser Lotame Media6 Degrees Unbound Technologies Buddy Media

– Omniture SiteCatalyst now offers integration with Twitter to measure level of discussion

Tool can classify twitter user into segments of Consumer, employee, vendor

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MEASUREMENT METRICS

• Metrics included in various analysis tools but not limited to– Conversations / Discussions

Number that occur Page views of content Feeds subscribed to Sentiment (positive / negative)

– Attention level– Network group additions– Application interactions

Downloads Pass-a-longs Time spent Level of use

– Engagement– Geography coverage

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MEASUREMENT METRICS

• Immense benefit of social media is the link building opportunity for our clients’ brands

HOW ARE BRANDS USING SOCIAL MEDIA

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MARKETING EXPERIEMENTS

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• Marketing Experiments hired someone at $10 an hour• 360 total hours working on the project posting 255 blog

excerpts and effort “to engage in real and meaningful conversation with the community”– Social Media Sites Targeted:

Myspace, YouTube, Google Video, Wikipedia, Fark, imBored, Hi5, Facebook, Google Groups, Craigslist, Digg, Delicious, iVillage, NY Times, Blog, MTV, NBC, ABC, chat rooms, WWE Blogs, TVGasm, American Idol Blog

• Results:Over the 12 months, social media tactics were able to generate 93,207 unique visitors to their site sites,

• At $3,600, costs per visitor at less than $0.04 per visitor

ISLAND BICYCLE CO.

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• MySpace Case Study– Using the search tool on MySpace, you can get demographic

information by ZIP code 22,000 people that used MySpace lived within 10 miles of his

store– Sent out 20 friend requests each day– With the kids’ market fun logo made for quick grabs for profiles– Once a week I’ll send out a blurb announcing a bike special or telling

people that new bikes have come in– In first month sold 3 bikes to people that found out about the company

from MySpace

• Nielsen NRG survey conducted during the sequel’s opening weekend concluded that “Step Up 2 the Streets” was noticed more than its predecessor because of its MySpace profile

STEP UP 2

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Step Up Step Up 2

Exposed on MySpace 37% 49%

Males <25 28% 56%

Females<25 46% 54%

MySpace Profile 50% 58%

No Profile 13% 26%

A tactic that worked very well for Disney was that they realized that one of the keys to being successful within social networks is not to continually hit consumers over the head with a marketing message but rather to maintain a steady stream of contact with them

156,000 MySpace fans

FORD

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SKITTLES

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STARBUCKS

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• mystarbucksidea.co serves two primary functions: to respond to the community and to review and promote ideas

• Biggest challenge is maintaining engagement and keep visitors involved and excited• Starbucks handles this through six “pillars”

– Visible Action Starbucks has to show visitors that their ideas are implemented

o To date, Starbucks has made approximately 50 changes: some include Splash Sticks and Gold Cards– Great discussions

Mystarbucksidea.com strives to be like a group discussion with the company and encourages discussion via new topics

– Promotion Ads and placards in stores that show this idea brought to you by community

– New Features ex. been polls–like one asking: “If the barristas were able to have tattoos, would you still come”

– New Geographies – New ways to use site to have people engage in brand

Customers assist with store renovations; like what art, books and music• Since it’s launch in March of 2008, Starbucks has had these results:

– 3 million unique visitors– 60,000 ideas submitted– 100,000s of comments– 460,000 votes– 2,500 moderator comments

ZAPPOS

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BURGER KING

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Rebuttal = angry-gram

Over 900 Blog posts captured with angry whopper

BK’s FB application; free whopper when sacrificed a FB friend 233,906 sacrifices

http://www.angry-gram.com/dev/index.php?hash=rqsdfqbhfdqgdffsshsdwggqbhbfqs

THE FUOR DIGITAL APPROACH

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FUOR DIGITAL APPROACH

• Social Media Immersion (4 week process)– Implementation of site analytics will launch initial understanding for consumer

interaction Build insight of website activity

o Visitor usage habitso Download activity

Current communication program Website backlink evaluation

– Learn current position in organic search rankings

– Utilize various tools to measure and analyze current online discussion Evaluation of current online discussion within the 200,000,000 online blogs,

articles, news, etc.o Client brand knowledge as well as category learnings

Determine opportunity that existso Within the category and other related categories

Evaluation of podcasts and video documentation within the category and establish if opportunity exists

Track audience / community sentiment (positive / negative)

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• Social Media Program Development– Build program including any or all of the following tactics based on immersion results

Uncover key influencers within desired categories on web to use as anchors for campaign

o Provide them with content to speak to their followers about category topics, areas of expertise, etc.

• Assess opportunity to provide the key influencers with content, product samples, etc.

Reputation Managemento Uncover positive and negative chatter that exists about brand & the brand’s

productso Decide how to participate in replies, rebuttals, or offers to blogs written

• Determine frequency per/week or month that Fuor will Article / content / information release to key category news outlets Build various “business” profiles on social networks where opportunities exist (i.e.

facebook, Myspace, LinkedIn, Cafemom, etc.) Create “link bait”; Write a Digg headline that encourages uses to click-through to the

link displayed Launch a brand blog to drive discussion around company selected content, areas of

expertiseo Recommended high frequency of participation (minimum 1 per week)

Launch a brand twitter to begin constant communication with “followers”o Recommended high frequency of participation (minimum 1 per day)

Concept, develop and distribute a “buzz worthy” widget or application that has high pass along value to consumers

Build a lead generation program on web site to fuel consumer databaseo Develop communication outlet with interested consumers

• Launch a quarterly / monthly / weekly newsletter initiative that provides news worthy content

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• Social Media Program Results / Reporting– Report monthly on program progress

Analyze and assess program results and work to determine continuous efforts

o Social media programs will continuously evolve based on environment, response, marketing efforts, etc.

– Establish Key Performance Indicators (KPIs) with client to measure and monitor program results; examples include:

New website traffico Increased activity on site (if determined important)

Number of recipe downloads (if determined important) Increase number of Backlinks Number of posted discussions

o Activity, sentiment, sources Various community participation Article coverage Engagement metrics with profiles and developed applications Pass-along data

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THANK YOU

social media in the digital media mix

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