social media strategies - social3i - school of visual concepts - april 2011

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www.social3i.com || Seattle Washington

School of Visual ConceptsSocial Media Strategies and Programs for Marketers - 101 Level

April 20, 2011Andy Boyer & 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 in no way make 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 digital marketing consultancy focusing on social media

• We provide large-scale brand analysis, audience research and social marketing programs for major global brands, small to mid-sized companies and government organizations.

• We focus on social commerce and delivering ROI-based programs, not just brand impressions.

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

• Links:Web: http://www.social3i.com Blog:

http://www.social3i.com/blogTwitter: @social3i Email:

[email protected]: www.slideshare.net/social3i Facebook:

www.facebook.com/social3iIntelligence & Insight

Ideation & Planning

Influencer Marketing

Social Marketing Program

Development

Social Competency

Training



http://www.social3i.com/blog

http://www.social3i.com/blog

http://twitter.com/social3i

mailto:[email protected]

http://www.slideshare.net/social3i

http://www.facebook.com/social3i


Agenda

9:15 Section 1: Social Media 101• Why are we here?• What are we going to talk about?

10:15 Break

10:30 Section 2: Case Studies and Best Practices

12:00 Lunch

12:30 Section 3 Building Your Social Media Program - ABCDE’S of Social Media

• Audience Identification• Buidling Channels• Content Creation Tools and Tips• Distribution of Time, Resources, Work• Engagement and Evaluation

2:00 Real Life Examples: Loree Wagner from Merrill Gardens3:00 Hands-On!

The team from Social3i stops by to help you with your specific questions

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Section 1: SOCIAL MEDIA 101





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Why Are We Here?






Video: Social Media Overview

http://www.youtube.com/watch?v=lFZ0z5Fm-Ng


The Social Web is influencing customer decisions

77% of all internet users participate in social networking sitesViewing on social sites has surpassed personal email usage70% of consumers trust opinions, posted online, by other online consumers51% of consumers use the Internet even before making a purchase in shops

Data: Nielsen Research / Comscore Media Metrix 2009


The Face of the New Internet is Social

Facebook has passed Google & Yahoo in # of Visits Per Month

Jan 2010 Jan 2011


You have to monitor your own personal brand


This guy became famous


Facebook Photo-Mania

In 2011, Facebook Users: • Uploaded 4,300 Photos Every Second Over New Year's Weekend• 750 million photos total for the NYE weekend.


Not just for kids - Parents are embracing social

Nearly half (48%) of parents add their children as friends on Facebook or instant messaging.

http://www.edmodo.com/


In fact, so are assisted living communities


Thanks to Twitter, News Now Travels 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 front page until 4:00 pm


The mainstream has adopted Twitter


We make superstars out of anyone

http://www.youtube.com/watch?v=CD2LRROpph0


Marketing Budgets are Integrating Social

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What are we going to talk about today?The Heavyweights: Facebook, YouTube, Twitter, LinkedIn






Quiz Time: Basic Logos We Need to Know

Facebook Twitter YouTube LinkedIn Wordpress

Blogger Wikipedia Foursquare MySpace Flickr


Making sense of everything (The Brian Solis Flower)


Narrowing down to the big gunshttp://www.slideshare.net/soravjain/social-media-marketing-facts?from=ss_embed


The Social Media Heavyhitters

In August 2010, U.S. web users spent about 41.1 million minutes on Facebook, which represents ~10% of their entire web-surfing time that month.

Youtube.com increased the average minutes per viewer over the past year by 20%, with viewers watching nearly 4.5 hours of video in August 2010.

Users spent 2 hours and 12 minutes on Twitter.com each month in November 2010, an increase of 20% from 2009.

LinkedIn grew its visits by only 2% in 2010, but its unique visitors grew by 8.2%, highlighting that users are spending more time on the professional networking site.


Facebook connects friends, people who share similar interests

http://www.facebook.com/home.php?


YouTube Where users upload, share & watch videos for free


Twitter - 140 characters of fun


LinkedIn helps organizations and professionals make new contacts and keep in touch


A Brief Moment ot Talk about Mobile and Tablets

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Section 2: Case Studies and Best Practices






Resources for the class:

Delicious.com/social3i


~30% of users are over 35Source: Facebook.com

40% of internet users between 30 and 49 years of age use social media every day

Fastest growing

demographic!


With big brands, sometimes, some consumers just want to say hi

22,000,000+ Fans!


And in small businesses, brands want to remind their consumers that they are there


Letting your community help you choose


Anything you can do on your web page, you can do in Facebook


Big brands with big budgets


Small brands with small budgets


http://www.cartoonstock.com/lowres/dcr0587l.jpg


YouTube 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/




Fun with Video – Coca Cola Happiness Machine

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

http://www.youtube.com/watch?v=lqT_dPApj9U


Videos *can* go from social to mainstream


And Brands might mine social for memes


Classic Campaign – Old Spice

http://www.youtube.com/oldspice


Classic Campaign - Blendtec

http://www.youtube.com/user/Blendtec


Bing Jingle


Education via YouTube: TED Conferences

http://www.youtube.com/watch?v=iG9CE55wbtY


Education via YouTube: The Khan Academy

http://www.youtube.com/user/khanacademy


Local Company Done Good – Common Craft

http://www.youtube.com/user/leelefever


More Fun with Video - The VW Fun Theory

http://thefuntheory.com/


My Twitter #Win


The Twitter Customer Service Angle: Comcast Cares


Comcast Cares


Local Customer Support via Twitter


How Twitter is changing news


How Twitter is Changing Sports


Starbucks


Canlis


Single Brand - Multiple Accounts


Government


Your Governor Tweets


So, who does your Governor follow?


LinkedIn Best Practices

Join Groups That Are Relevant To Your Industry

Browse The Connections You Have and Ask For Introductions

Don’t Accept Random Memberships or Invites From People

Sharing Recommendations Strengthens Your Relationships

Find a Networking Event in Your Area

http://socialmediamagic.com/blog/making-quality-linkedin-connections-5-practices/

http://socialmediamagic.com/blog/making-quality-linkedin-connections-5-practices/


HR Execs Use Social Channels Like Linked In


LinkedIn Signal


Tracking


LinkedIn Maps


Advertising on LinkedIn


Slideshare


Connecting LinkedIn with Slideshare

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Integrating Channels Together






Integrated Plan: Starbucks


Case Study #Fail or #Win? - Skittles



April 10, 2023


And We Still Haven’t Touched….

Flickr / Photosharing MobileiPadsAppsYelpBiznikPodcastsUstreamGroupon / Living SocialDigg / Reddit / StumbleuponEtc……

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Section 3: Building Your Social Marketing Strategy and Program






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/


Section Agenda – The ABCDE’s of Social Media

Audience Identification

Building Channels

Content Creation

Distribution (Time, Roles, Work)

Engagement


Audience Identification


Audience Identification:Sample Persona

JennyAge: 13-18Hobbies: Music, Hanging out with friendsWhere she gets Info: Facebook

Jenny lives on Facebook, and on music sites like Pandora, Grooveshark, Mog and SpotifyShe wants to be the first of her friends to share new music and concert information. She is influenced by other trend setters, and followed by many people who look to her for pop culture stories.


Audience Identification:Sample Persona

SteveAge: 25-34Hobbies: Technology, Workaholic Where he gets Info: Smartphone Apps, Mobile Web

Steve is on the go. You can update your website all you want, but he’ll never see it unless someone sends it ot him via Twitter.Steve can’t be reached via radio, print or direct mail. He listens to XM when his iPod isn’t plugged into his car stereo playing podcasts he downloaded.When Steve isn’t working, he is working out and exercising, buying healthy foods, and attending networking events.


Audience Identification:Goal Setting

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

The Long Term Goal: Giving customers a say in developing, supporting and evangelizing your brand


Audience Identification:Finding Influencers


Building Channels

Be organized

Build well narrowly, then expand

Know why you are building the channel

Share work

Allow constiuents to take part


Building Channels Step 1:Set up a dedicated email address


Building Channels (The Brian Solis Flower)


Marketing Awareness Lifecycle

Social Media Works With Your Existing Marketing Connecting Traditional Customer Touchpoints

Maximizing an ad campaign by extending the content to channels not covered by paid media

Crowdsourcing information to improve programs and services

Searching for external opportunities to service customer related issues,

Product / Service

Development

Customer Support

Outbound PR / Advertising


Are we Building Channels for SEO?


Building Channels - Facebook Page Tutorial

Profiles• Real People• Move around and Interact with other people OR Pages• ONE Profile per person• ONE Administrator• Can have customized URL

Pages• Stay still and have people come interact with them• Can add features and tabs such as Twitter, YouTube, Flickr, etc….• Can create as many Pages as you’d like• Can share Administration• Can Have customized URL


Create A PageStart at http://www.facebook.com/pages/manage/

http://www.facebook.com/pages/manage/


Create A Page


Create a Page


Twitter – Building a Profile


Twitter – Set up


Profile


Design


Starting Up


Finding Follows


Following who you follow follows


Using Lists


Using #Hashtags


Build your own Twitter Background in Powerpoint

1. Adjust Page Setup for 20x12.5 Landscape

2. Design your slide3. Save the slide as

a .PNG File4. Upload the .PNG to

Twitter5. Tweak it until the

layour is right


www.twilert.com


Twitter Counter


YouTube Channel Set-Up


Which Blog Platform is For You?

Wordpress

Blogger

Tumblr

Posterous


Content Creation Tools

Organization• Editorial Calendar

Text• Url Shorteners

Photos• Photo Apps• Slideshows

MultiMedia• Video Production• Animation Tools• Podcasts


Sample 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 1/10 Mon 1/11 Tues 1/12 Wed 1/13 Thurs 1/14 Fri 1/15 Sat 1/16 Sun 1/17 Mon 1/18 Tues 1/19 Wed 1/20 Thurs 1/21 Fri 1/22 Sat 1/23 Sun 1/24 Mon 1/25 Tues 1/26 Wed 1/27 Thurs 1/28


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


Photo Apps

Instagram

100 Cameras in 1


Flickr Slideshows


Video Slideshows - Animoto

http://animoto.com/play/yoxTJ1XQPpAsNrIpAHijag?utm_source=merrillgardens.com&utm_medium=player&utm_campaign=player

http://animoto.com/play/yoxTJ1XQPpAsNrIpAHijag?utm_source=merrillgardens.com&utm_medium=player&utm_campaign=player


Video Production - Stupeflix

http://www.youtube.com/watch?v=XVfkyplkA00

http://www.youtube.com/watch?v=XVfkyplkA00


Twitter Tool: Paper.li

http://paper.li/merrillgardens


Distribution

Time

Budget

Roles and Responsibilities

Syndication Tools


Social Media Marketing - Time Commitshttp://www.slideshare.net/soravjain/social-media-marketing-facts?from=ss_embed


Determining Level of Effort/Time/Money


Syndicating Video - 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/


Engagement

Listen (via Google Alerts)

Be Consistent

Share Responsibility

Participate, don’t Dictate

Respect Negative Comments

Promote Others


Twitter Tools - - Hootsuite


Twitter Tools - Hootsuite


Twitter Tools – TweetDeck


Twitter Tools – CoTweet


Twitter Tools - Seesmic


Analysis: What to Measure


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.

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More Tools and Toys for Personal Branding






Flavors.me


About.me


DandyID

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Contact Info






social3i Management Bios

Andy BoyerIntegrated Marketing Strategy & Planning

As Co-Founder of social3i, Andy develops holistic social media programs that are integrated into overall marketing efforts. He 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.

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


http://twitter.com/xjimenez


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

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



http://www.linkedin.com/profile/view?id=3216621






Thank You

Web: http://www.social3i.comBlog: http://social3i.com/blogTwitter: @social3iEmail: [email protected]:www.slideshare.net/social3iFacebook:www.facebook.com/social3i



http://social3i.com/blog



http://twitter.com/social3i


http://www.slideshare.net/social3i

http://www.facebook.com/social3i

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