Social Media Marketing Practice

suresh.sood@uts.edu.auGeektoid Mangala www.linkedin.com/in/sureshsood

twitter.com/soody

www.facebook.com/sureshsood

ssood

www.bravenewtalent.com/talent/suresh_sood

Hero5!

scuzzy55

soody

GreatMystery14

soody

Suresh S.

http://www.slideshare.net/ssood/social-media-mktg-practicefor-planet-ark

The Anthropomorphy of Destination Brands : Building the Emotional Link with Consumers through Film and Social Media, November 2010

http://www.sustainabletourismonline.com/52/sales-and-distribution/global-tourism-and-travel-distribution-changes-impacts-and-opportunity-for-australian-tourism

Archetype Detection in

First Person Consumer Stories

“…Blogs are like conversations with friends. You share what you feel and what excites you about certain things. It's almost as good as being there. The fact that others can Google your topic and read is like tuning into a television station.We all want to know what's out there. Who's doing what, shopping where and what products help others. Blogs are just another way to share all the great things, not so great things and just a part of who we are. An outlet if you will. The blogisphere community is all connect and we make contacts in many ways. Through posts, through twitter conversations, through smaller nit community's, live web casts, and through conferences that we met in person. We make many friends and help each other with lot of topics. Many of us are Mom bloggers who stay at home and have no way of making new friends or communicating with others until we found blogging. Blogging creates friendships and that's what makes us real and connected”.

40 year old Mom blogger “nightowlmama” (#260)

Relationships # Technologies

What happens when you tell stories? Two magical things: You build trust with other people in your network, and from there you build empathy…is when you share the emotions that other people have and express. It’s a powerful, deeply primal experience.

ShareThis! Deanna Zandt, Berrett-Koehler Publishers, 2010

Social architecture conversations relationships

Social Gesture • @• Block• Bookmark• Check-in (Foursquare)• Comments• #tags• (Un)Follow

• Like (Facebook)• Share• Pokes• Retweet• Reblog• Status update• (Un)Subscribe

Agenda – SMMP (Planet Ark)

1. Marketing transition ✔2. Social media marketing approach & marketing brand “you” 3. What’s your story in your own voice? 4. Blogging 5. Listening or monitoring your brand6. Social tools & tactics 7. Effectiveness of YouTube 8. Facebook for business and fan marketing9. Social media analytics10. Conducting social media campaigns & brand presence 11. Which platforms to develop your community ?12. Q & A

Facebook is My Newspaper(Susie Wilkening, http://reachadvisors.typepad.com/)

Australia Leads Average Time Spent per Person on Facebook

Australian Facebook DemographicsSource:checkfacebook.com – 22/11/10

Country Audience9,530,800

(1.74% of global)

Social Media Marketing Practice is not Conventional Marketing

“a many-to-many mediated communications model in which

consumers can interact with the medium, firms can provide

content to the medium and, in the most radical departure from

traditional marketing environments, consumers can provide

commercially oriented content to the medium.”

Hoffman & Novak, 1997

Pyramid of Economics of Social Content

Original Content = X

Original Content + Ratings/Reviews = 2X

Original Content + Ratings/Reviews + User generated content = 4X

Source: Happe R. (2009) Social Media in the Enterprise, GigaomPRO

• over 22MM page views per month, adding new ad revenue

• 3 additional campaigns and launched new tv series based on the online content

HGTVRate My Space

How to Participate in Conversations• Conversational calendar• Keywords/Vocabulary online & offline • What topics do your customers care about ?• What topics are trending in your industry • Monitor existing social media via dashboard e.g. Fb or Twitter• Use complaints or opportunity to discuss solutions• Become an expert providing service through social exchange

•

Age profile of persons using the internet via mobile phone

Average Time Spent per Day with Major Media (US Adults) 2008-10

Source: eMarketer, Dec 2010

Agenda – SMMP (Planet Ark)

1. Marketing transition 2. Social media marketing approach & marketing brand “you” 3. What’s your story in your own voice? 4. Blogging 5. Listening or monitoring your brand6. Social tools & tactics 7. Effectiveness of YouTube 8. Facebook for business and fan marketing9. Social media analytics10. Conducting social media campaigns & brand presence 11. Which platforms to develop your community ?12. Q & A

✔

Wine Communities

Social ApproachBest Practices: Twitter

• 70 – 20 – 10 Engagement Model (Angela Maiers)

– 70% - Sharing others voices, opinions, and tools

– 20% - Responding, connecting, collaboration, and co-creating with like-minded Twitter colleagues

– 10% - Promoting and/or chit-chatting

Agenda – SMMP (Planet Ark)

1. Marketing transition 2. Social media marketing approach & marketing brand “you” 3. What’s your story in your own voice? ✔4. Blogging 5. Listening or monitoring your brand6. Social tools & tactics 7. Effectiveness of YouTube 8. Facebook for business and fan marketing9. Social media analytics10. Conducting social media campaigns & brand presence 11. Which platforms to develop your community ?12. Q & A

Motivation to Blog• The Journal of Advertising Research (Huang et al., Dec 2007)

identified five major motivations for a blogger to blog:

1. self-expression2. life documenting3. commenting4. forum participating5. information searching

• The idea of being able to escape the real world

• Web-based technologies help to unlock existing human needs

TREND

Tag Cloud of Paige’s Story About Travel to Paris

Created from Daniel Steinbock’s TagCrowd under Creative Commons ©

25

1.Gayle

3. Paris

2. Paige

+

+

4.”The occasion was my cousin Paige’s 16th”

5. “I am a Canadian and get by in French.”

6. "All I can say is WOW! We rented a 2 bedroom, 1 ½ bath apartment (two showers), "Merlot" from ParisPerfect http://www.parisperfect.com/ and boy was it ever perfect! "

7. “We had a full view of the Eiffel from our charming little terrace. ....We were within walking distance to two metro stops (Pont d'Alma or Ecole Militaire) "

8. "We were walkable to many good bistros, cafes and bakeries and only a few blocks from the wonderful market street Rue Cler."

9. "I bought a Paris Pratique pocket-sized book at a Metro station. This handy guide has detailed maps of each arrondisement, as well as the metro lines, the bus lines, the RER and the SCNF (trains). I'll never be without this again."

10."Six months before our trip, I gave Paige a couple of good guide books on Paris and suggested she let me know what her interests were since after all, this was to be her trip."

11.Sites• The Marais• Notre Dame• L'Arc de Triomphe - 248 steps up and 248

steps down...• Champs Elysee• Jacquemart Museum• Louvre Lite• Musee D'Orsay• Les Invalides, Napoleon's Tomb and the

Napoleon Museum• Sacre Coeur• Monmartre• Rodin Museum• Pompidou Museum• Train to Vernon, bike to Giverny with Fat Tire

Bike Tours• http://www.fattirebiketoursparis.com/• Eiffel Tower

Elaboration of Trip to Paris Blog Story (Means-End & Heider)

Woodside,Sood & Miller 2008 When Consumers and Brands Talk Psychology & Marketing

12. Unforgettable Memories"This trip had so many memories, but here are a few choice highlights........On our very first night, knowing that the Eiffel Tower light show started at 10:00 p.m.... she [Paige] dropped her camera…down 6 flights…we were stunned…SpanishFamily below standing below [with pieces of the camera]”

15." Michael Osman is an American artists living in Paris.""He supplements his income by being a tour guide." I" found out about him on Fodors""So I engaged Michael for two days."

16. "On our trip to Giverny, we met a young woman from Brisbane, Australia who was traveling on her own and we invited her to join us. Three of us enjoyed delicious and innovative soufflés, while Paige had the rack of lamb. We shared two dessert soufflés, one chocolate and the other cherry/almond. Yum"

17. "I wanted Paige to get a feel for shopping experiences that

she would not have at home (aka the ubiquitous mall). "

18."We went on Fat Tire's day trip to Monet's gardens and house in Giverny, about an hour outside Paris."

13."The father stretched out his cupped hands which held all of the pieces they were able to recover, including the memory stick and he very solemnly said, "El muerto...".

14. "They had decide to come to Paris to find the Harley Davidson store so they could buy Harley Paris t-shirts."

+

+

+

+

19....."I know Paige will treasure the memory of this girl's trip for many

years to come."

26

27

Linguistic Inquiry and Word Count (LIWC)Text Analysis : The Psychological Power of Words

LWIC dimension “I love Paris”Paige’s Story

Personal texts Formal texts

Self-references (I, me, my)

6.12 11.4 4.2

Social words 10.55 9.5 8.0

Positive emotions 3.04 2.7 2.6

Negative emotions 0.54 2.6 1.6

Overall cognitive words 4.12 7.8 5.4

Articles (a, an, the) 7.74 5.0 7.2

Big words (> 6 letters) 18.40 13.1 19.6

Pennebaker, J. W., Francis ME, Booth RJ. (2001). Linguistic Inquiry and Word Count (LIWC): LIWC2001. Mahwah: Lawrence Erlbaum Associates.

28

Iconic Sites & Scenes from Paris Blog• Eiffel tour night show• The Marais• Notre Dame• L'Arc de Triomphe - 248 steps up and 248 steps down...• Champs Elysee• Jacquemart Museum• Louvre Lite• Musee D'Orsay• Les Invalides, Napoleon's Tomb and the Napoleon Museum• Sacre Coeur• Monmartre• Rodin Museum• Pompidou Museum• Train to Vernon, bike to Giverny with Fat Tire Bike Tours

www.fattirebiketoursparis.com/

29

Marketing & Advertising Strategy Implications from Paige’s Story

• Story told in natural city setting • Assume Paris = brand• Brand is supporting actor enabling Gayle to achieve her goals of

showing Paris to Paige (conscious) and help her coming of age (unconscious)

• Builds favorable consumer brand relationship: best friendship (Fournier 1998)

• Show someone Paris: Share experience,teacher-student,”fairy-godmother” or be the tourist guide

• Use social relationships to sell cities• Interpersonal relationships (people travel with people) • Near conversational interaction with brand:

story is called “I love Paris”

Agenda – SMMP (Planet Ark)

1. Marketing transition 2. Social media marketing approach & marketing brand “you” 3. What’s your story in your own voice? 4. Blogging ✔5. Listening or monitoring your brand6. Social tools & tactics 7. Effectiveness of YouTube 8. Facebook for business and fan marketing9. Social media analytics10. Conducting social media campaigns & brand presence 11. Which platforms to develop your community ?12. Q & A

31

Brand Equity - Conversational • Conversation Gap (Rubel 2005)

– Brand share of the online conversation– Gap between the total number of conversations about a category

and the proportion which mention the brand operating in the category

• Equities of a Brand (Stein 2006)– Topics being mentioned in conversations about a brand with

equity share corresponding to the frequency at which each topic is mentioned

See pp 115-116 Cook, N 2008. Enterprise 2.0 Hampshire,England: Gower Publishing

32

Conversation Gap - Vacation and Paris

* Total identified blogs: 99,181,005 @ 18 December, 2008

33

Conversation Gap - Vacation and Paris or Sydney

* Total identified blogs: 151,048,780 @ 24 November, 2010

34

Paris – Equity Share Analysis of Attributes

* Total identified blogs: 151,048,780 @ 24 November, 2010

35

How Social Media Supports the Myth of Paris

Lamps, Eiffel Tower,france, night, street, notredame, bw, church, architecture,

toureiffel, city, cathedral,louvre, museum

Casablanca“We'll Always Have Paris”

City of love , city of lights, landmarks , museums & galleries, Cafés, coffee, conversations, friendship, artists, lovers, philosophers

Social Object

“…why social objects are the future of marketing.” (MacLeod 2008)

Social Networks form around Social Objects**, not the other way around.

(** Term attributed to Jyri Engstrom) MacLeod Hugh (2008) GapingVoid.com

Agenda – SMMP (Planet Ark)

1. Marketing transition 2. Social media marketing approach & marketing brand “you” 3. What’s your story in your own voice? 4. Blogging 5. Listening or monitoring your brand ✔6. Social tools & tactics 7. Effectiveness of YouTube 8. Facebook for business and fan marketing9. Social media analytics10. Conducting social media campaigns & brand presence 11. Which platforms to develop your community ?12. Q & A

39

Listening or Monitoring [Brand] Conversations

• Start immediately with Netvibes and vocabulary

• Social Media Dashboard

– All social media sources relating to brand– RSS technologies– Mashups (e.g. YouTube, Flickr, Twitter, Nielsen, Google )

• Weak Signals– Twitter early warning in advance of blogging

• Set up comprehensive Google Alerts

• Set up a Google reader with relevant blogs and new feeds

• Use Twitter Search to follow hashtags and keywords in Twitter streams

Agenda – SMMP (Planet Ark)

1. Marketing transition 2. Social media marketing approach & marketing brand “you” 3. What’s your story in your own voice? 4. Blogging 5. Listening or monitoring your brand6. Social tools & tactics ✔7. Effectiveness of YouTube 8. Facebook for business and fan marketing9. Social media analytics10. Conducting social media campaigns & brand presence 11. Which platforms to develop your community ?12. Q & A

Social Media Concepts Media Share Engage Relationships

Fb ✔ ✔Flickr ✔

Blogging ✔ ✔

Twitter ✔ ✔ ✔

Social Media Marketing Challenge

Low engagement consumer (click on content : limited effort & no content generation )

Bookmarking Clicking a link to share info or start a discussion threadVideo or photo viewingRate a serviceTouch someone, teleport or gesture via avatar in Second Life (SL) virtual tourist location Microblogging (Twitter) – 140 characters SMS (excludes Australia) Commenting on a blog entryWrite a reviewCreate a video blog entry/vlog Build a city in SL, allow avatars to vote on favorite monuments or learn a language

High engagement consumer ( effort spent on content creation e.g. take a video, create artifact )

Level of Engagement Brand Signal Brand Equity

Social Networking

Technology and services creating unique personal profiles, mapping out relationships, and leveraging connections to accomplish a task.

Key characteristics of Network :

• Personal Profile• Visible Relationships• Connections

Profiles: The Real Value Of Social Networks by Charlene Li, Forrester, July 2004

Popular Social Networking Sites by Country

China (420 M) - QQ, Xiaonei (now RenRen), 51, Tencent UK - Facebook, Bebo, MySpaceNZ - Facebook, Bebo MySpaceUSA - Facebook, MySpace, TwitterKorea – Cyworld Japan – Twitter, Mixi.jp (22 M users at 31/10)Germany - Facebook, StudiVZ, MySpace

These social networks exclude popular dating sites e.g. Flirtomatic (UK) and loveonline (NZ)

• Wikipedia entries well placed on Google

– Generate articles relating to your organisation,executives and news– – Monitor articles on wikipedia for reputation management

– Reference with related entries

• Allows employees, consumers, passionate to collate and collaborate

• Web pages anyone you allow can edit

• Share best practice and knowledge

• Empower staff and value their experience

Flickr - Photos• Join a photo sharing site e.g. Flickr or Picasa

• Upload photos and create a slideshow

• Use the embed code from the slideshow or follow your blogs rules to embed it on your blog. Use HTML tab in blog form.

• Optimize photos for the Web via Photoshop or via a Web-based solution (webresizer.com)

• Provide interesting captions to your photos to tell the story

UStream.tv• Live streaming video from desktop or smartphone

• With a laptop and a Web cam or camcorder connected you can easily broadcast live from an event

• Easy to embed in your blog or Facebook via application

• Show pages allow for audience to chat and comment on an episode

• Web application combining data from more than one source into a single integrated view or tool

• Online directory of mashups: http://programmableweb.com/mashups

Mashups

VOIP-Podcasting-Webinars

• VOIP

• Podcasting

• Webinars– Go To Meeting (https://www1.gotomeeting.com) – WebEx (www.webex.com)– Live Meeting (http://office.microsoft.com/en-au/live-meeting/)– Great Web Meetings (www.greatwebmeetings.com)– Acrobat Connect Professional/Personal Web Conferencing (www.adobe.com/products/acrobatconnect/)

A Look at the Numbers• Worldwide visitors approached 10M in Feb 2009, up 700+% vs. Feb 2008 (Comscore)• 180 M unique visitors per month( Huffington Post, 30/4/2010)• 105,779,710 registered users (ibid) • 60+% stopped using Twitter a month after joining (Neilsen Online, via Reuters)• Older than you think!

– 18-24 year olds 12% less likely than average to visit Twitter– 25-54 year old crowd is driving this trend– 45-54 year olds 36% more likely to visit Twitter, making them the highest indexing age group– Next is 25-34 year olds: 30% more likely

• Twitter rose to over 800,000 users in June 2009, up from 13,000 in 2008**• Twitter gets a total of 3 billion requests a day via its API• Twitter's search engine receives around 600 million search queries per day.

Source: Reuters reporter Alexei Oreskovic.

** comScore study, June 2009 Reported in Marketing Charts, August 17th 2009

2007 ~ 5,000 tweets per day2008, ~ 300,000 tweets per day2009 ~2.5 million tweets every dayEnd 2009 Tweet growth 1,400% reaching 35 million tweets per dayFeb 2010 Twitter sees 50 million tweets created per day or 600 TPS

Source :Measuring Tweets, twitter blog, @kevinweil, viewed July 5 2010 <http://blog.twitter.com/2010/02/measuring-tweets.html>.

TWITTER• Ambient intelligence• A giant “coffee shop”• Limited to 140 characters• Use Twitter to :

– post blog updates– connect with existing members– recruit new members

TWITTER BASICS• Handle - @soody• Follow – who you’re listening to• Replies – have a conversation! @• Retweet – RETWEET or RT• Avatar – Your picture. Decide Logo or Face• Hashtag - #TwOrCo – Twitterers in OC• You can create your own hashtag #PUTM

DM (Direct Message)

Direct messages (DMs) are Twitter’s private messaging channel like Instant Messaging.

Tweets appear on your home page under the Direct Messages tab

Email notifications turned on, you’ll also get an email message when somebody DMs .

DMs don’t appear in either person’s public timeline or in search results. No one but you can see your DMs.

You can send DM only to people who are following you. Conversely, you can receive them only from people you’re following.

You can send DMs from the Direct Messages tab by using the pull-down menu to choose a recipient and then typing in your note. To send a DM from your home page, start your message with “d username,” like this:

d Stephenie How about next Monday?

Finding People to Follow1. Go to www.search.twitter.com

– In the advanced search field enter: near:2066 within:25km– Replace with your zip code and extend radius if desired– The search results include all Tweeters based within your area– Click on a user name and their Twitter page will open– Click “Follow”– Repeat steps as many times over to check users of interest

2. If you find a local Twitter with lots of followers go to their page and click on the pictures on their page of their followers

3. www.tweetva.com to check a Twitter business listing

4. www.wefollow.com and “Enter a Tag” to follow the results

5. Visit pages of people who follow you and check out their followers to see if you want to follow them

Now this is word of mouth!

This is Negative WOM!

Should We Care?

Customer Service

Direct sales via links & Promotions

Feedback & Complaints Management

Twitter Tools & Applications

TweetDeck CommuterFeed.com users tweet traffic info

TweetStats

Botanicalls - Tweets when Plants Thirsty

Foursquare• 41% of traffic came from Facebook and Twitter (users share)

• Foursquare announced 275,00 check-ins in one March day (2010)

• UTS Library Kuring-gai (Lindfield, NSW, Australia)“A free USB car charger for whoever is the Mayor of UTS Library Kuring-gai on the 6th of December! To claim your prize come to the research help desk!”

• Checkout offers http://foursquare.com/businesses/

• Venue owner checks real time stats– Recent visitors, frequent, time of check in gender, broadcast to Fb and Twitter

* Stats from Hitwise

LinkedIn

• Over 75 million users • 1M+ professionals in

Australia as of November 2010

• Widely used in Financial Services (Sydney, Brisbane & Melbourne)

• Australian member usage ~ 8 minutes per

month

• Find and recruit staff• Create employee groups and pool ideas• Create a company profile• Network with related professionals• Be a Resource

Answer Questions as an expert in your field.

Provide referrals.

Make meaningful connections.

• Use an Authentic Style in your Profile

Guy Kawasaki’s 11 Ways to Use LinkedIn:

1. Increase your visibility2. Improve your connectability3. Improve your Google PageRank4. Enhance your search engine results5. Perform blind, “reverse,” and company reference checks6. Increase the relevancy of your job search 7. Make your interview go smoother8. Gauge the health of a company9. Gauge the health of an industry10. Track startups. 11. Ask for advice. (LinkedIn Answers)

Source: http://blog.guykawasaki.com/2007/01/ten_ways_to_use.html

Share with friends.Boxee makes it easy for friends to share their favorite movies, TV Shows, and songs with each other, on Boxee or on social networks like Facebook and Twitter.

LivestationAll your channels in one placeSurf and email while you watchInstant, live chat with others watching LivestationDesktop alerts bring you breaking news and Livestation updates

TV 3.0

Best Practices - Sharing

• Add “Share This” widgets to your website

• Create your own widgets that or visitors can share on their own sites and pages

• Share the content of others

• Share your own content across platforms

Best Practices: RSS

• Make sure your content has an RSS feed

• Share your RSS feed with site visitors, social network friends

• Use RSS feeds to help streamline your social media workflow

• Bloglines Web-based aggregator www.bloglines.com

Best Practices: Blogging

• Pick an interesting voice

• Maximize outbound links

• Set outbound links to be opened in a new window

• Invite and encourage conversation

Best Practices: YouTube

• Get a nonprofit channel

• Tag your videos with keywords

• Embed videos in your blog and website

• Engage commenters

Best Practices: Facebook

– Profiles are for People– Get a Page, Get Some Fans– Use Groups* for largescale controlled membership– Use Events to Generate Attendance– Causes: Donations

Note: “Groups” # “groups”

Best Practices: Twitter• 70 – 20 – 10 Engagement Model (Angela Maiers)

– 70% - Sharing others voices, opinions, and tools

– 20% - Responding, connecting, collaboration, and co-creating with like-minded Twitter colleagues

– 10% - Promoting and/or chit-chatting

“New Rules of New News Releases”

• Don’t send news releases only when “big news” is happening• Find good reasons to send news releases all the time• Don’t just target a handful of journalists• Create news releases appealing directly to your buyers. • Write releases rich with your keywords • Include compelling offers consumers action• Add social media tags with keywords so release can be found• Drive people into the sales process with a news release.

David Meerman Scott’s The New Rules of Marketing and PR, 2007

Agenda – SMMP (Planet Ark)

1. Marketing transition 2. Social media marketing approach & marketing brand “you” 3. What’s your story in your own voice? 4. Blogging 5. Listening or monitoring your brand6. Social tools & tactics 7. Effectiveness of YouTube ✔8. Facebook for business and fan marketing9. Social media analytics10. Conducting social media campaigns & brand presence 11. Which platforms to develop your community ?12. Q & A

• Check out http://www.youtube.com/t/creators_corner e.g. 3D, cloud editor

• Interview people, have a talk show, do a video blog with commentary, make short films, be creative

• Embed the video on your blog. Embed code is readily available to the right of your videos on YouTube

• Username becomes a channel

• Tag videos with appropriate key terms to help others find your content

• Explore and post other sites, like Vimeo, Viddler

YouTube Insight – Video Analytics

User generated video reviews show strong presence of strategic advertising elements

Agenda – SMMP (Planet Ark)

1. Marketing transition 2. Social media marketing approach & marketing brand “you” 3. What’s your story in your own voice? 4. Blogging 5. Listening or monitoring your brand6. Social tools & tactics 7. Effectiveness of YouTube 8. Facebook for business and fan marketing✔9. Social media analytics10. Conducting social media campaigns & brand presence 11. Which platforms to develop your community ?12. Q & A

Sponsored Content ads, in which individuals viewed a holiday page that was “brought to you by” a leading brand, were the most engaging but produced the least purchase intent of the 7 ad types tested.

Corporate Profiles on social-networking sites produced greater purchase intent and more recommendations when users could become a fan and add the logo to their own profiles than when they could not.

Give and Get Widgets in which individuals could create and customize something (a car or a dinner menu) and then either send it to a friend (“give” widget) or keep it for themselves (“get” widget) were more engaging than traditional banner advertisements but no more likely to produce an intent to purchase.

Above conclusions held across brands (a leading soup brand and a leading car brand) and publishers (on Allrecipes.com and on Facebook.com), but like traditional ads, widgets had increased success if the brand was relevant to the website (i.e a soup brand on a cooking website).

Comparing User Engagement Across Different Ad Types(Psychster and allrecipes.com, 2010)

Agenda – SMMP (Planet Ark)

1. Marketing transition 2. Social media marketing approach & marketing brand “you” 3. What’s your story in your own voice? 4. Blogging 5. Listening or monitoring your brand6. Social tools & tactics 7. Effectiveness of YouTube 8. Facebook for business and fan marketing9. Social media analytics✔10. Conducting social media campaigns & brand presence 11. Which platforms to develop your community ?12. Q & A

Levels of Social Media Analytics8 Levels of Analytics(Davenport)

Key Social Media Questions

Standard Reports What conversations are taking place?

Ad Hoc reports When and where are conversations taking place?

Query Drilldown What are the sentiment of conversations?

Alerts What actions are required?

Statistical Analysis Why are these conversations occuring?

Forecasting What if conversations continue?

Predictive Modeling What conversations are next?

Optimization How can we lead conversations?

http://manobyte.com/blog/index.php/2008/11/what-is-social-media-analytics orginally adapted from Davenport T (2007), Competing on Analytics

1:1 Marketing

ShotgunMarketing

Segment Marketing

‘All Customers

the same’

‘All Customers in a segment

the same’

‘All Customersin a network interrelated’

A New Way of Marketing ?

Social Network Marketing

‘All Customers

are different’

Measuring Tips• Use URL shorteners like http://bit.ly

– These services track the number of clicks.– If you post a link on multiple social media sites, associate a

unique short URL with each site. This can help you to determine variances in your community members across sites.

• Get addicted to Google Analytics– Tracks top referral sites – including social media– Number of unique visits– Average amount of time per visit– Bounce Rate– Can help you develop metric benchmarks for envisioning

success

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

123

1: 22: 1, 33: 2

1

32Adjacency matrix

Adjacency list

1 = presence of link0 = no direct link

Actors Relationship

Graph orsociogram

Facebook Object Types for Social Graph Activities Businesses Groups Organizations People Places Products and

EntertainmentActivity Bar Cause Band Actor City Album

Sport Company Sports_league Government Athlete Country Book

Cafe Sports_team Non_profit Director Landmark Drink

Hotel School Musician State_province Food

Restaurant University Politician Game

Public_figure Product

Song

Movie

Tv_show

Websites UPC/ISBN Other

Blog UPC code Other

Website ISBN number

Article

latitude longitude street-addresslocality regionpostal-codecountry-name

location

Contact Info : emailphone_numberfax_number

Key Network Measures

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

krackkite.##h (modified labels)

Connector(hub)

Diana’sClique

Broker

Boundary spanners

Contractor ? Vendor

NodeXL - Excel 2007 template for viewing and analyzing network graphs

www.codeplex.com/NodeXL

Canada

Canadian Rockies

Tiffany Co.

LVMH – Louis Vuitton

Agenda – SMMP (Planet Ark)

1. Marketing transition 2. Social media marketing approach & marketing brand “you” 3. What’s your story in your own voice? 4. Blogging 5. Listening or monitoring your brand6. Social tools & tactics 7. Effectiveness of YouTube 8. Facebook for business and fan marketing9. Social media analytics10. Conducting social media campaigns & brand presence ✔11. Which platforms to develop your community ?12. Q & A

Agenda – SMMP (Planet Ark)

1. Marketing transition 2. Social media marketing approach & marketing brand “you” 3. What’s your story in your own voice? 4. Blogging 5. Listening or monitoring your brand6. Social tools & tactics 7. Effectiveness of YouTube 8. Facebook for business and fan marketing9. Social media analytics10. Conducting social media campaigns & brand presence 11. Which platforms to develop your community ? ✔12. Q & A

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

Launching a Social Network Service1. What is your social object ? Define your verbs 2. Mobile 3. Photos, Videos, Latest Activity, Members, and Events4. Keywords for discoverability5. Welcome centre6. FAQs7. Moderation e.g. suspend members, own user moderation8. Kick start with champions/evangelists/passionates9. Latest activity10. Giveaways e.g. book from authors/guest visiting library11. Monitor registrations12. Members/volunteers as moderators13. Link to main web site14. Promote content via email, Twitter & Facebook 15. Share content on Facebook

• platform facilitates carpooling and carsharing • put passengers in touch with drivers – who are

free to put a price on the rides they offer• 100,000 passengers find rides through

Comuto per month• traffic has doubled since volcanic eruption in

Iceland

Social Strategy: How do we do it?Strategy, Management,

Resources

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99.8

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99

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Levels of User Engagement

CuratorsModerate a forum Edit a wiki

“Elegant Organisation”You don’t start communities. They already exist. They’re already doing what they want to do. The question you should ask is how you can help them do that better. Bring them “elegant organisation”.

Jeff Jarvis (2009) quoting Mark Zuckerberg (Creator of Facebook) in

“What Would Google Do?” Harper Business

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

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

Caution!

“Children never put off till tomorrow what will keep them from going to bed tonight”

ADVERTISING AGE

Agenda – SMMP (Planet Ark)

1. Marketing transition 2. Social media marketing approach & marketing brand “you” 3. What’s your story in your own voice? 4. Blogging 5. Listening or monitoring your brand6. Social tools & tactics 7. Effectiveness of YouTube 8. Facebook for business and fan marketing9. Social media analytics10. Conducting social media campaigns & brand presence 11. Which platforms to develop your community ?12. Q & A✔