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blogwww.social3i.com || Seattle Washington
Social Media for StartupsFebruary 10, 2011
Presented by:
Andy Boyer and the social3i team
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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 andy@social3i.com
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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.
• Focus on social commerce and delivering ROI based programs, not just
brand impressions
• Background with RealNetworks, Publicis, Microsoft, Photoworks, venture-
backed startups, non-profits, and minor league baseball.
• Join us:
• www.Social3i.com
• www.Facebook.com/social3i
• Twitter: @social3i
Intelligence & Insight
Ideation & Planning
Influencer Marketing
Social Marketing Program
Development
Social Competency
Training
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Today’s Agenda
• The Basics• Social Media key terms, players, and success stories• How companies are building and managing their reputation
through social networking sites
• Content• Examples of best practices in key social media channels
• Planning• How to develop editorial calendars and steady streams of
programming• Who to have manage your communties and how to efficiently
manage those programs
• Measurement• Monitoring tool Demo: Utrack.it
blogwww.social3i.com || Seattle Washington
Section 1: BasicsThe Social Marketing Imperative
(Aka… Why are we doing this?)
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Theme 1 - The Face of the New Internet is Social
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The Social Media Heavyhitters
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The Social Media Heavyhitters
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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 usage
70% of consumers trust opinions, posted online, by other online consumers
3 million active Facebook Pages, with more than 1.5 million of them from local businesses.
Data: Nielsen Research / Comscore Media Metrix 2009
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Marketing Budgets are Integrating Social
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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
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The Mainstream Has Adopted Twitter
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And Even a Higher Power than Oprah
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Consumers want to say hi
22,000,000+ Fans!
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Content moves from Social to mainstream
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Content moves from Social to mainstream
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Content moves from Social to mainstream
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You can mine social for cultural memes
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You can mine social for cultural memes
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What Can Happen if You Don’t Have a Social Presence…
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ROI is Important
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Fail (Or win?) Skittles goes all Social
Day 1
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Day 2
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Day 3
February 10, 2011Page 24
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The Result
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blogwww.social3i.com || Seattle Washington
Section 2: Best PracticesPart 1: Building a Foundation
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Social Programs Span 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
Vrowdsource 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.
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Quiz Time: Basic Logos We Need to Know
Facebook Twitter YouTube LinkedIn Wordpress
Blogger Wikipedia Foursquare MySpace Flickr
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Segmenting the Channels(The Brian Solis Flower)
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Choose where to focus efforts
Awareness
Trial
Evaluation
Purchase
Retention
Referral
Your Startup
blogwww.social3i.com || Seattle Washington
Section 2: Best PracticesPart 2: Case Studies - From Theory to Practice
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Resources for the eIQ:
Delicious.com/social3i
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Oreo
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Red Bull
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Golazo
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Golazo
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Facebook – The Metropolitan Grill
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Buying Friends to Spur Awareness
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“Buying” Fans? – Papa John’s
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• 150k fans Day 2
• 100k fans Day 1
• Levels off`
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The Nestle Facebook Debacle
• Environmental activist group Greenpeace has long been putting the
pressure on Nestle to stop using palm oil
• A provocative new Web video campaign (warning: may be a bit
nauseating) on behalf of Greenpeace's U.K. arm targeted the food
manufacturer as a threat to the livelihoods of orangutans, and
according to Greenpeace, Nestle lobbied to have the video
removed from YouTube, citing a copyright complaint.
• Greenpeace supporters--whom the activist group had encouraged to
change their Facebook profile photos to anti-Nestle slogans that
often incorporated one or more of the company's food logos--started
posting to the Nestle fan page en masse.
• Nestle countered with a mild threat: "To repeat: we welcome your
comments, but please don't post using an altered version of any of
our logos as your profile pic--they will be deleted."
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Fail: Nestle’s Facebook Debacle
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Comcast Cares
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Comcast Cares
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Comcast Cares
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The Taco Trucks….
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Talking with Personalities
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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
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Blendtec
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WillItBlend
Channel Views: 5,647,785
Total Upload Views: 138,247,121
Joined: October 30, 2006
#33 - Most Subscribed (All Time) -
Directors
#64 - Most Viewed (All Time) -
Directors
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YouTube – Common Craft
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Listening and Discovery - Going offsite to find
conversation already happening
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Why you need to be honest…
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Blogging
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Blogging for Profit – Andru Edwards
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Integration: Starbucks Conversation
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Integration: Starbucks
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Integrated Campaigns
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Hosted Community: Dell Idea Storm
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Hosted Community: Mad Men Yourself
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Mad Men Yourself
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Mad Men Yourself Results
• The Mad Men Yourself site received a
whopping 1 million unique visitors.
• Out of those 1 million, 600,000 of them
created avatars — not too shabby for what’s
essentially just a silly toy.
• The first episode garnered 3.3 million viewers,
and went on to become one of Nielsen’s Top
10 timeshifted primetime TV programs with a
57.7% increase in viewership.
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Blogs: Coca-Cola Happiness Machine
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Spreading the Happiness
<object width="640" height="385"><param name="movie"
value="http://www.youtube.com/v/lqT_dPApj9U&hl=en_US&a
mp;fs=1"></param><param name="allowFullScreen"
value="true"></param><param name="allowscriptaccess"
value="always"></param><embed
src="http://www.youtube.com/v/lqT_dPApj9U&hl=en_US&am
p;fs=1" type="application/x-shockwave-flash"
allowscriptaccess="always" allowfullscreen="true" width="640"
height="385"></embed></object>
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Integrated Planning - TeatroZinzanni
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LinkedIn – IPO 2012…
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LinkedIn Maps
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LinkedIn Signal
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Wikipedia –
How REI Edits Their Page and Respects the Community
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Social Advertising – LinkedIn
Social Commerce
Target by Geography, Company, Job Title, Groups, Gender, Age and more.
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Facebook Advertising
Social Advertising – Facebook
Choose your audience by location, age and interests.
Choose to pay only when people click (CPC) or see your ad (CPM).
Connect with more than 500 million potential customers.
Promote your Facebook Page or website.
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Social Advertising – Twitter
“Promoted Tweets are offered on a Cost-per-Engagement (CPE) basis, so you only pay when a user Retweets, replies to, clicks on or favorites your Promoted Tweet. Retweeted impressions by engaged users are free.
Just like regular Tweets, the ones that users engage with most tend to be insightful, conversational, fresh and timely, and crafted for sharing”
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And We Still Haven’t REALLY Gotten To….
iPads
Apps
Flickr
Yelp
Biznik
Podcasts
Ustream
Groupon / Living Social
Digg / Reddit
Etc……
blogwww.social3i.com || Seattle Washington
Section 3: Content Development /
Integrating Social Into Your Marketing Plan
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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
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A Checklist
(One Blueprint, not necessarily the DEFINITIVE Blueprint)
1. Define a Goal.
2. Start listening to the conversations
3. Figure out who and what you will measure
4. Decide upon a target audience.
5. Determine your budget – time and money.
6. How much control will you give up?
7. Develop Corporate Policies
8. Evaluate internal staffing options and available content.
9. Choose your social brand.
10. Set up a dedicated email address, lock down your urls.
11. Build an editorial calendar.
12. Engage. Engage more. Engage.
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1. Defining Goals
• What are we
trying to do?
• Who do we want
to reach?
• How do we grade
whether we’re
being successful?
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1. Definine a Goal
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
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Example: Is SEO one of the goals?
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Key Social Performance Indicators
• Awareness & Education: Are we contributing to the
overall awareness of the brand, the product, and its
features?
• Trial: Are we driving new significant and high-quality
experiences with the product?
• Loyalty: Are we driving repeat visits to/sessions with the
product?
• Engagement: Are we driving engagement with our
consumers through communities and connections?
• Evangelism: Are we creating evangelists that will share
the brand’s and product’s virtues to others?
85
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3. What to Measure
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4. Determine Your Target Audience
•
•
•
•
Marketing
Sales
Research
Customer Service
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
Vrowdsource 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.
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5. Determining Level of Effort/Time/Money
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6. What will you share with the community?Eloqua on Slideshare.net
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7. Develop Internal Best Practices Documents
Tip #1. Recruit multiple bloggers
Effective 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 posting
Maintaining a consistent schedule is essential to a successful blogging
strategy. Get the CEO on board.
Tip #3. Share metrics and reward success
Run 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
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Fine Details
8. Evaluate internal staffing options and available
content.
9. Choose your social brand.
10.Set up a dedicated email address, lock down
your urls.
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11. Build Editorial Calendar
Editorial Calendar
Date Offline Event
Retail Group Aggregated Content on
Web Site
Blog Facebook (In addition to
general discussion)
Twitter (In addition to replies and discussion)
YouTube Foursquare
Sun 1/10Mon 1/11Tues 1/12Wed 1/13Thurs 1/14Fri 1/15Sat 1/16Sun 1/17Mon 1/18Tues 1/19Wed 1/20Thurs 1/21Fri 1/22Sat 1/23Sun 1/24Mon 1/25Tues 1/26Wed 1/27Thurs 1/28
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Now Engage in the Channels
blogwww.social3i.com || Seattle Washington
Section 4:
Measurement, aka, the ROI Argument
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What is the secret to successful social media measurement?
Filter [scan the social media universe]
• Use social media monitoring tools to collect and process data
• Collect and organize information in an attempt to mirror current audience segmentation
• Attempt to collect as much data as possible, from the least amount of topics.
Focus on a few specific topic areas or keywords that are most relevant
to your audience
ilter
Analyze [identify opportunities]
• Compare and Contrast Conversation Volume of Audience and Competitors
• Track CTR and Conv. Rate within Communities of interest as key Engagement metrics
• Monitor Audience Perception and Brand Sentiment changes over time
Seek to validate whether current marketing messaging
frameworks/strategies are resonating with online audiences
nalyze
Socialize [Team Ideation & Collaboration]
• Gather team feedback in a common place
• Evaluate, elevate and promote ideas in common place
• Let the best ideas drive content testing and optimization
Socialize information in a common/shared space to allow team members to ideate &
collaborate based on their own perspective
ocialize
Test [observe & report, wash-rinse-repeat]
• Refine listening to focus only on conversations of supreme interest
• Participate in social activities that drive engagement of core audience groups
• Report on KPI’s [volume, engagement, sentiment, optimize [wash-rinse-repeat]
Get out into the field, and get messy!
est
blogwww.social3i.com || Seattle Washington
Contact Info
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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: @aboyer
Linkedin: Add Andy to your network
E-mail: andy@social3i.com
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 network
E-mail: xavier@social3i.com
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: @social3i
Linkedin: Add Colin to your network
E-mail: Colin@social3i.com
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Thank You
Web: http://www.social3i.comBlog: http://social3i.blogspot.comTwitter: @social3i