Social Media for Marketers 11/11

Social Media For Marketers

Nov 11, 2009Andy Boyer, Spring Creek [email protected]

© 2009 Spring Creek Group, Content Rights Reserved

Today’s Discussion9:00 – 9:15 Introductions: Who is Spring Creek Group9:15 – 10:00 Social Media Marketing: What‘s all the fuss about?10:00 – 10:30 Social Media Campaigns: The good, the bad, the ugly

(Part 1) 10:30 – 10:45 Email Break-------------------------------------10:45 – 11:30 Social Media Campaigns: The good, the bad, the ugly

(Part 2)11:30 – 12:15 Social Media Strategies - Getting started12:15 – 12:45 Lunch-------------------------------------12:45 – 2:00 Detailed Channel Strategies

(Facebook, Twitter, Blogs, YouTube)2:00 – 2:30 Social Media Analytics2:30 – 2:45 Email Break-------------------------------------2:45 – 3:15 Real World - Northwest Entrepreneur Network3:15 – 4:00 Real World - REI


A few places where you can find us

Social Media MarketingSo What’s All the Fuss About?


What is the Buzz about?

• Facebook grew from 100 million to 200 million users in less

than 8 months.

• Social Networking is now more popular than email, according

to Nielsen Online’s latest research. 66.8% of Internet users

have social networks, while only 65.1% have used email.

• YouTube reached 100 million monthly viewers in the US in

March 2009, 6.3 billion videos were viewed on the site.

• YouTube will serve 75 billion video streams to 375 million

unique visitors in 2009.

• LinkedIn has more than doubled size in the past year,

reaching more than 15.8 million people in the US, ranking

third, behind Facebook & MySpace.


http://www.mediapost.com/publications/?fa=Articles.showArticle&art_aid=115513


• Facebook — with active users now averaging about 15 hours on the site per week — contributes more than 3% of all traffic to the top retail sites online

• 78% of “new media users” interact with companies or brands online

• As many as 25% of social network users post links to other companies, products or services, according to Oneupweb.

• The Luxury Institute found that high-net-worth individuals have an above-average social media participation rates. Membership in social networking sites has increased from 60% in early 2008 to 72%, with 62% of those in the 55-plus age group participating





• LinkedIn has announced that it has reached 50 million users. ▫Took almost a year and four months to notch its first

million users after launching in 2003, but only 12 days to add its last million.

▫1/2 of its users were international, with 11 million in Europe. India is the fastest-growing country with almost 3 million users.


Top Trafficked US Sites (Sept 09)1. Google 11. AOL 21. Mainstreet 31. Photobucket

2. Yahoo! 12. Weather 22. Adobe 32. Att

3. Facebook 13. Craigslist 23. eHow 33. Flickr

4. YouTube 14. Blogspot 24. Wordpress 34. Imdb

5. MSN 15. Answers 25. Windows 35. CNN

6. Live.com 16. Ask 26. Reference 36. Target

7. Microsoft 17. Amazon 27. Walmart 37. Yellow Pages

8. Wikipedia 18. About 28. Twitter 38. Monster

9. Ebay 19. Mapquest 29. Paypal 39. Blogger

10. MySpace 20. Bing 30. Go 40. Webmd

http://www.quantcast.com/top-sites-1

http://www.quantcast.com/top-sites-1


Why Is Social Media Important to Businesses?

The Blogosphere is a wealth of product and marketing information, both for consumers, and marketers.


Why Is Social Media Important to Businesses?


The Social Media Engagement Spectrum

Ignore

• Let anyone write anything

• Don’t track metrics

• Allow comps to post nasty comments

• Don’t identify influencers

Watch

• Keep an eye on customers

• Track changes in customer perception

• Monitor comps in space

• Use social media to understand landscape

React

• Respond to negative attacks

• Correct factual errors

• Stop comps from gaining share of voice

• Compare competitors and analyze partners

• Utilize a blog to complement “traditional” PR & Comm efforts

Engage

• Provide resources for bloggers to get data images and quotes

• Identify influencers

• Create active competitive analysis strategy

• Reach out to key bloggers

Leverage

• Push stories to influencers and fans

• Keep content current with news and info

• Let community have first look at commercials and other creative

Drive

• Run message and comment boards for customer groups

• Maintain and grow thought-leadership presence where it matters most

• Develop & drive industry blogs that put company in positive light

• Social Media Engagement means more than just building sites. It means understanding where your customers are, and going to them.


Social Networks: The Heavyweights


Twitter: Finally Flattening


Social Networks: The Next Tier


UGC Sites: YouTube and the 30 Dwarves


Photo Sharing and More


Bookmarking

Presentation CandyThe Good, The Bad and the Ugly of Social Media

10:00a


Social Media Wins


Setting Baselines

Keys: Big Brand Name, Dedicated Team, Active Investment, Consumer Product, Senior Management Support


Social Media for Customer ServiceComcastCares on Twitter


Integrated CampaignToysRUs and Shaq


Social Media Social Media for PR & Brand

BaconSalt’s Integrated Campaign


Different Channels, Different Audiences Bing on Twitter, Facebook, YouTube

http://www.youtube.com/bing%23play/user/E3B48929F0E53DD4/0/h9DBynJUCS4


Bing Jingle


Social Media for PromotionCommon Craft / Lee Lefever


Social Media for Customer SupportBlogs & Forum Outreach

Who What

How Why

Where


Social Media to Drive EngagementDell’s Ideastorm


Social Media to Drive Engagement My Starbucks Idea


Social Media for PromotionTexts From Last Night

$.99


A Quick Note on Social Bookmarks


Social Media Fail


Motrin Mommy Blogger Backlash


Whole Foods

April 10, 2023


Skittles: “Taking the Red Pill…”

•Skittles (or, more likely, their AOR) had a good idea: “Let’s completely give over our website to our community!”

Key Questions:• Were They “True Believers”?• Or Were They Just Seeking the Truth?• Or was it a Marketing Gimmick?• Who Knows.• Here’s How it Went….


Day 1: “Aren’t We Clever”


Day 2: “Retreat, Retreat!”


Day 3: “RT @Houston: Problem!”

April 10, 2023


The People Have Spoken…

Getting Started on Your OwnSocial Media Strategies


Fallacies, Falsehoods and Fiction:

•Social media marketing is…▫A panacea (i.e. “magical solution to all problems”)▫A great performance marketing (i.e. direct response)

channel▫“Free”▫A replacement for good PR▫Easy▫Able to create nearly immediate 20% site traffic lift▫“…the next big thing…”


The reality…

Horsepuckey.

These Are The Same Thing…[Truism: Happy Customers Never “Engage”…]


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

Leveraging PR coverage and extending details to customers and fans

Searching for external opportunities to service customer related issues,

PublicRelations

Customer Support

Outbound Advertising


A Wealth of Opportunities Past the Big Brand Names

You are enabled to better understand your brand equity online – and empower consumers to drive brand awareness and engagement online, across the entire Social Media Web

Blogs

Consumer Forums

Digital Image Communities

Music / Podcasting

Product Review Sites

Social Networking Sites

Help & How-to Forums

Industry Blogs

Viral Video Sites

Twitter

Professional and Brand Networks

Aggregators / Crowd-sourced Content Sites

Social Bookmarking &

Site Sharing

Wikis

Answers

Widgets

Brand Marketing and Engagement Campaigns

http://www.wikipedia.org/


Here’s One That Looks Like an Alien…

Courtesy Brian Solis


“The Flower”…

Courtesy Brian Solis


“The 12-Legged Starfish” ? ! ?

Courtesy Robert Scoble


Anyway, Here’s What We Use…

Blogs, Spaces, Forums, & Niche

Communities

Answers / QnA + Community

Cust. Sppt.Social Networks & Networking Tools

Bookmarking, Sharing,

Crowdsourcing & Content

Aggregation Sites

UGC & Rich Media Sharing Sites

Answers

http://www.wikipedia.org/


Social Media Campaign ManagementSome Basic Tactics


Key Questions: Social Networking

•How does information flow in my industry?•Where do people get their information? •Does information flow in a centralized way?•How do consumers interact in my industry? •Do they hangout in networks?•How big are these networks?• Is my industry conservative?•What influences my customers?•Who influences my customers?• Is my product risky?


Developing a plan:

•Where do my customers and competitors spend their time online… For fun… and to find info?

•Where do I want my brand – and my name – to have “presence” and be personally managed?

•Where is it unsavory, irrelevant, or not valuable to maintain and invest in brand presence online?

•What are the least expensive and time-consuming ways I can “amplify” and extend the reach of my existing marketing campaigns and activities?


What should I expect?

•How large is your addressable target market?•How often will you have news?•Are you using Social Media for Awareness, Trial,

Retention or Referral?•Are you going to actively engage with the customers?•Will you use the customers’ feedback?•Benchmark your competitors’ efforts

▫How much time do you think they are devoting?▫Can you compete with that level of involvement?


Key Social Performance IndicatorsAwareness & 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?

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Leveraging Social Marketing

The real value of marketing through social media is a three-fold process:

1. Initial buzz about your brand, viral spread, major site traffic in the first 24 hours

2. Mentions and links in major news media, influencers, leaders of your market segment

3. Authority back links that will increase your search engine ranking


“Reactive” Strategies

• Set up Google Alerts for your + competitor brand names▫ Pay attention daily to where in news and blogs your market is

covered▫ Where relevant and valuable, add a comment to a post or story

in comment thread• Do the Research / Benchmark and Improve Brand

▫ Investigate your and competitor brand presence across the Web▫ Evaluate volume and quality of brand presence in social networks▫ Evaluate volume and quality of valuable, authentic, passionate

self-published content online relevant to your industry, market, customers

▫ Improve as above, where possible and high-probability of success


The Basics: Social Media for Discoverability

•Managing “discoverability” – making sure those looking for you or your business can find you where they are most frequently looking▫Personal / professional Profile sites▫Relevant social networks▫Google Directories (for Google search results)▫Live Search Directories (for Live Search results)

• “PR through Self Publishing”

▫Power of your own Blog▫Power of commenting on other people’s blogs▫Maintaining shared / bookmarked content of relevance


How Does Social Media Affect SEO / Site Discoverability

Answers


Simple Tools for Finding Your Audience

•Google Alerts•Google Trends•Compete.com•Quantcast•Technorati•Yahoo! Answers•Pagedata.Facebook.com•Search.Twitter.com•Twitter Grader•Blog Grader


Additional SM Marketing Campaign and Program Development Resources

•Social Media Marketing Playbook (2009, 360i)▫http://playbook.360i.com

•Fluent Social Influence Marketing Report (2009, Razorfish)▫http://fluent.razorfish.com

… + numerous useful presentations on Slideshare.net via WOMMA and related…

http://playbook.360i.com/

http://fluent.razorfish.com/

Channel OverviewsChoosing Which Channels are Best for

Executing Your Social Media Strategy


Blogs and ForumsGoing to the conversation


Channel Background

•133,000,000 – number of blogs indexed by Technorati since 2002

•346,000,000 – number of people globally who read blogs (comScore March 2008)

•900,000 – average number of blog posts in a 24 hour period

•77% - percentage of active Internet users who read blogs

•Whether it’s large or small, there’s a conversation venue out there talking about your brand or about your space

Source: http://thefuturebuzz.com/2009/01/12/social-media-web-20-internet-numbers-stats/


Strengths and Weaknesses

•Blog and Forum strengths▫Equally balanced between messaging and listening▫Measurability is enhanced through listening tools▫Ability to create and cultivate a brand culture▫Die-hard groups already dedicated to your brand or

space•Blog and Forum weaknesses

▫Die-hard groups opposed to your brand or space▫The blogosphere grows exponentially (hard to contain)▫Once your message is out there, it’s out there


Not-so-best Practices – Walmart• Interesting blog pops up with

seemingly “normal” RVing couple.▫Turns out they’re being paid by

Walmart and the husband is a WaPo writer

•Backlash came quickly as people learned who was really behind the blog▫The PR company of record

ended up taking the blame for the debacle


What’s Next

•Blogs will continue to be the “knowledge dump” and community hub for extended information (beyond the Tweet)

•Further down the road, the lines between blogger and journalist will blur even more▫Becoming a trusted voice in these communities will

become more and more important with people jockeying for preferred status and brands creating more-cohesive teams


Facebook


Channel BackgroundFounded in February 2004, Facebook is a social utility that helps

people communicate more efficiently with their friends, family and coworkers. The company develops technologies that facilitate the sharing of information through the social graph, the digital mapping of people's real-world social connections. Anyone can sign up for Facebook and interact with the people they know in a trusted environment.

• More than 250 million active users • More than 120 million users log on to Facebook at least once

each day • More than two-thirds of Facebook users are outside of

college • The fastest growing demographic is those 35 years old and

older• The average Facebook user has 120 "friends" on the site.• Primary use of channel• Goals and objectives• Screenshot: Traffic trend since Jan 2007


Strengths and WeaknessesStrengths:

• Free to build: Facebook accounts are free to set up and there is no subscription fees to kept the page live.

• Facebook Pages are indexed in search engines: increasing the likelihood of folks finding your organization through a Google search.

• A Page can have multiple administrators: This means maintaining a page can be shared by many people both internal and external.

• Analyze Traffic: Facebook Insights track data on visitors.• No Fan Limits: There are no limits to the number of fans you can have on a

page.• Ability to send messages and updates to all your fans at once: Fans

receiving those messages can easily forward the message OR post the message to their Facebook Wall.

• Tabs have their own URL: You can set a tab as the default landing page for when users find your Facebook Page. You may also choose any tab to be the landing Page for off-site promotion.


Strengths and WeaknessesWeakness:

• Limitations to customizing: Facebook limits the changes to addition of modules and applications but does not allow modification to page structure.

• Pages cannot post to fan Profiles: Although they can post updates or send email to fans the profile cannot directly post to a fans wall.

• Membership has its privileges: User have to be a Member of Facebook to be able to interact with page.


What’s Next

• In facebook Payment gateways: allow commerce within the facebook platform.

•Greater search capabilities: ability to drill deeper into FB and find more engaging opportunities.

•Future expansion into More Music and Gaming related functionality


“Buying” Fans? - Outback

•25k fans Day 1•Total 100k fans•Levels off


“Buying” Fans? – Papa John’s

•150k fans Day 2

•100k fans Day 1

•Levels off`


YouTubeThe Art of Video Syndication


Channel Background

•YouTube is the 4th largest website in the world.•#2 largest search engine.•YouTube is the largest of the video syndication

channels, accounting for 40% of video views•Broadcast, Engagement



•Channel strengths▫Video content allows for you to tell a story about your

brand that can’t be conveyed as easily with other mediums.

▫Customer support is taken to a new level with proactive content that makes product ownership more valuable.

▫Built in sharing tools and insight to track how customers are engaging.

•Channel weaknesses▫Lack of control of how your content is being used.▫Limited traffic statistics.


Keys to a Successful Campaign• Create realistic expectations.

▫ Don’t think your campaign has failed if you don’t achieve a viral sensation.

▫ Work on reaching your target market.• Create compelling content

▫ With UGC sites, content is king▫ Production value doesn’t need to be high, but concentrate on

good sound.▫ Think ADDED VALUE to your viewer.

• Build out your network▫ Friend and subscribe to relevant channels in your industry and

market.▫ Interact with users on your videos and on other channels and

videos.


Keys to a Successful Campaign (Cont.)• Make your content discoverable

▫ Work on relevant titles, tags, and descriptions. YouTube search relies heavily on titles, so make sure your

keywords are included. Make sure your tags also include topically relevant terms.

Think what your audience might search for to reach this content.

▫ Create playlists of your videos and videos from other channels. This increases search relevance and will capture users

searching for other content. This helps build out your network in your channel.

• Share your video▫ Reach out to your network and look for sharing opportunities.▫ Syndicate out through your link sharing channels.▫ Cross promote with other social media channels you manage.


The corporate Blendtec Site

• Google Page Rank 5

• Compete rank 105,000

• Alexa Rank 156,000


WillItBlend.com

• Google Page Rank 6• Compete rank 58,000• Alexa Rank 43,000


WillItBlend on YouTube

• 8.7 MILLION Views• 12,233 Comments• Favorited 9,000 Times

• And they have 64 other videos!

• Close to 100 million more views

• #24 - Most Subscribed (All Time)

• #14 - Most Subscribed (All Time) – Directors

• #38 - Most Viewed (All Time)


WillItBlend.com Traffic

• WillItBlend.com traffic spikes to 225,000 unique visitors in July 2007• BlendTec traffic jumps 500% to nearly 60,000 unique visitors• Revenue up 43% on $50 in marketing• Notice the sustainability factor

▫With 3 months traffic to WillItBlend and BlendTec has fallen more than 80%▫BUT – That traffic is still at least 2x pre-promotion traffic.


Will It Sustain?

• Sadly, peaked in last 12 months at 40k per month


Best Practices – REI

What they do well…

• Great content that balances product demos and useful lifestyle tips

• Branded background and enhanced profile

• Social buttons to connect other channels

• Contests to get customers involved

• Ties in content from their website

• Favorite videos from other relevant channels

Where they can improve…

• Direct outreach and engagement with customers through comments and video responses


Nonprofit: YouTube Symphony


3rd Party Tools

•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

•Visible Measures▫Manages onsite hosting and analytics.▫For larger campaigns.

http://www.tubemogul.com/


What’s Next

•YouTube is making a push to challenge services like Hulu by featuring professional content. Currently the sections are growing separately.

•Eventually browsing professional content will live side by side UGC content, giving big exposure to some video and SEO will become even more important.

• Integration with TVs and media centers will make the platform even more valuable.


Twitter


Channel Background•From Feb ‘08 – Feb ‘09, Twitter grew 1,382% During

the same time Facebook grew 228%•4 categories of Twitter accounts:

▫ Personal - “I’m eating a sandwich”▫ Celebrity - “I’m Shaq, I’m big”▫ Companies / customer service – “Product is available here…”▫ News – “I-90 bridge closed for repairs”

•Goals and objectives▫ Define Twitter▫ How to use Twitter (search, analytics…)▫ How can you learn from Twitter▫ Tweet


Twitter on the Rise

• Up 1,382% from a year ago worldwide• 25-54 year old crowd that is actually driving this trend• In March Twitter jumped 131% to 9.3 million visitors



▫Channel strengths Real time news Customer loyalty and personal connection to brands Able to disseminate information easily Easy to use as a tool to find internet trends 140 character limit

▫Channel weaknesses 140 character limit (do people want to say more) Tech-savvy channel


Strength: Companies and Brands

• Zappos (@zappos) Comcast (@comcastcares) Google(@google)

• Why do They Tweet?▫ Monitor conversation around product

▫ Can directly engage with customers / resolve problems

▫ Gain and retain fans


Strength: Source for News

CNN (@cnn) King5(@King5seattle) WSDOT (@wsdot)

• Why do they tweet?

▫Social media presence ▫Maintain reputation

• Competition

▫Every user Direct, instant, unfiltered news

• Hudson Plane Crash – First pictures were posted on twitter

@scearley - Blocking signs are old tunnel warning signs. Will remove once we are sure the new ones work. learn more: http://bit.ly/RAtlt

http://twitter.com/scearley

http://bit.ly/RAtlt

http://twitter.com/cnn

http://twitter.com/wsdot


Strength: Instant Access

•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


Search and API•Search

▫All tweets (unless private) are searchable▫Search for a topic, brand, news...▫Dive into what people are saying right now.▫Top terms tweeted get categorized in a trending topic

list. Easily access the most talked about tweets.

•API▫Use tools to track information on twitter▫Want to create a tool for twitter? Make it! API is open.


Tools We Use•What is the value of your twitter account?

▫Twitter Grader▫TwitterCounter▫TweetStats

•A Corporate way to Tweet▫CoTweet

Manage multiple accounts with one tool Click Tracking – bit.ly

•Desktop Applications▫TweetDeck▫Twhirl

http://twittercounter.com/

http://www.tweetstats.com/

http://twitter.grader.com/


Best Practices – Extremely Personal

•People relate to this brand because they can be fun and personal with it

•Tony, the CEO of Zappos, tweets personal tweets as well as business tweets.

•The TwitPic of their tweet stream here is off…▫This picture got 79 retweets!


What’s Next•Short Term changes – Search function will become

more robust.

• Long Term changes – Will be acquired by a search engine (Google, Microsoft Bing)


Spring Creek Group


Channel Background

• LinkedIn is a professional network; individuals, organizations, companies and groups can use LinkedIn as an effective engagement tool.

• This a great tool for boards and volunteers to organize, members to have discussion groups and a way for your organization to participate in a community of similar organizations by asking and answering questions about your programs or for industry-related issues. LinkedIn has very high Search Engine Optimization, so company and professional profiles show high results in Google or Bing search results.


Channel Background

•The channel is primarily used by professional individuals: creating profiles for career development, engaging in groups and discussions, posting question and answers and developing relationships through career advice.

• LinkedIn works on a network- those who you know and are connected with are 1st degree, the people they know are 2nd degree and the people those people know are 3rd degree. The goal is to be connected, share and receive information


Trends• LinkedIn is a global network of over 42 million professionals from every

country around the world, with approximately half of the our member base outside the United States (http://blog.linkedin.com/page/2/)

• Linkedin’s audience has shifted younger, with the 18-24, and 25-35 year old segments both growing by nearly 15%. This was also during a period of massive overall site growth driven at least partially by an influx of younger visitors.

• Nearly 90% of all LinkedIn’s Traffic is 55 or younger. (Compete)• As of May 2009 LinkedIn has more than 40 million members and more than 300,000 user groups. (http://blog.linkedin.com)

http://blog.linkedin.com/page/2/

http://blog.linkedin.com/



• Channel strengths▫ Connect with professionals▫ Have a sense of authority▫ Highly transparent-

engagement is linked to professional profiles

▫ High search visibility▫ Strong research tool▫ Good for message promotion

and listening and monitoring▫ Vanity URL’s available

• Channel weaknesses▫ Weaknesses▫ Standard page set up not open

to branding▫ Company profiles have limited

applications (compared to individual profiles)

▫ Group profiles have limited applications (compared to individual profiles)

▫ No built in measurement tools


Tips

•Use professional communication etiquette•Use individual profiles to broadcast blogs, reflect

brand, conduct outreach•Post questions, answer questions and update your

discussion regularly- by being active you will be considered knowledgeable

•Be authentic – this site requires more transparency than most due to the professional relationship of the connections, be authentic

•Build your profile to the fullest capacity- it will rank high in Search


Best Practices – NWEN


What’s Next

• LinkedIn is continuing expansion of group applications, most recently allowing subgroups in discussion groups. The news features on company pages and the ability to share a RSS feed to your group also enables you to share straight from your blog.

•Since discussion groups and Q&A are growing improvements should continue- including more integration of applications.


Other Channels


Wikipedia – REI Edits


Slideshare.netPromote Your Services Business


Other Places For Promotion

•Biznik•Ning•Naymz•Elance•Spoke•Google Maps•Bing Maps•Yelp•Etc…

Social Media Analytics


Tools for Insight and Leverage

• New technology tools allow for tracking sentiment, referrers, pass alongs, re-tweets, brand monitoring, blog posts, comment threads and more.

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Analytics & Measurement Solutions

1. Includes the development of an “Analytics Brief” and “keyword list(s)” used to Identify key metrics and “narrow in” on specific areas to focus on, and compare across, media types.

2. Can be used to quickly evaluate the effectiveness of social media marketing and PR campaigns and to identify trends, issues, opportunities & threats

3. Can be used to build a key influencers list and prepare blogger outreach campaigns

4. Actionable key learning’s

Ad hoc report designed with clear and easy to read charts and graphs that detail who and where people are talking about your products or services as well as what they are saying about your brand or industry.

++++++

+++

+++++

Social Media Brand Audit

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1. Custom social media measurement dashboards based on a detailed understanding of your brands, products and services.

2. Custom social media measurement and monitoring strategy, including the development of key metrics and KPI’s

3. Measures volume, velocity, engagement and influence of social media discussions around your brand(s), products and topics of interest, and shows how these compare to competitors

4. Dashboards are delivered on a frequency that best meets the clients needs and capabilities.

Ongoing reporting designed to provide data-driven actionable insights into the conversations happening around your brand with simple at-a-glance-key-metrics and a variety of report and delivery options to meet the needs of each specific client.

Analytics & Measurement Solutions

Custom Built Dashboards

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Analyzing Presence: Tools

Blogs, Spaces, Forums, & Niche

Communities

Answers / QnA + Community

Cust. Sppt.Social Networks & Networking Tools

Bookmarking, Sharing,

Crowdsourcing & Content

Aggregation Sites

UGC & Rich Media Sharing

Sites

Paid:

Free:

*Notable exceptions: Facebook, LinkedIn pages and content behind “authentication wall”


Technology Partner: Radian 6

Radian6 helps companies understand what the influencers are saying and sharing

about their brand.

Radian6 provides a self-serve and real-time platform for monitoring, measuring and engaging

in conversations online.

Workflow module enables companies to engage directly with influencers, route assignments

internally, and tag conversations.

Radian6 only requires a web browser and your data is displayed in an easily configurable

dashboard that is updated in real-time.


Benchmark buzz around their brands & associated topics

TruCast® is a technology platform and service that helps brands monitor, measure, and participate in social media conversations about their company, product and services

Brands can join the conversations online

Uncover insights relevant to NPD, strategy, and creative

Identify key influencers and groups and interact directly with them

1. 2.

3. 4.

The platform is beingused by PR firms, media,interactive, and creativeagencies, to help managetheir clients’ onlinemarketing needs, including:

• Social media monitoring• & engagement• Media planning• Word of mouth marketing • Research• Campaign evaluation• Brand assessment• New product/feature

identification• Customer service• Audience & influencer

identification

Technology PartnerVisible Technologies


Technology Partner:Meteor Technologies

Technology to Measure and Drive Pass-Along and Earned Media

• Analytics - Quantify and Track In Real-Time the Visits and Actions Generated by Your Word of Mouth

• Actions – Target, Reward, and Increase Pass-Along onHigh Energy Sites and Among Influential Users

Companies and Brands Using Meteor Include


Brand Presence Analytics Reports Create Actionable Measurement and Management Tools

DOMAINS

POST VOLUM

E

INFLUENCE RATING

INDEX

+++++.com 456 227913

+++++.com 237 155429

+++++.com 1272 79805

+++++.com 201 32367

+++++.com 204 15838

+++++.com 1228 12108

+++++.com 857 11818

+++++.com 656 11053

+++++.com 448 7719

+++++.com 1229 4129


Share of Voice –Media Types

Total Mentions – 14,954

Subtitle Here (if applicable)

REI GOES SOCIAL


At REI…• Social Networks

▫ Corporate & Local Strategy• Mobile

▫ Applications, SMS, WAP• Banner• Video Strategy• Digital Integration• Rich Media/Interactive Gadgets• Seasonal Campaign Strategy• Contingency Planning• SEM/SEO• Blog/Forum Strategy• Podcasting


REI Goes Social


Facebook


Facebook

• Biggest sales driver out of all our social networks

• Created applications & created content for applications

• Let’s go - http://www.facebook.com/REICoOp

http://www.facebook.com/REICoOp


Twitter


Twitter

• What do we post?• To RSS or not?• Let’s go - http://twitter.com/REI_CoOp

http://twitter.com/REI_CoOp


MySpace


MySpace

• Ventured into this space during our Active Family Campaign

• Hoped to target the ever yearned after “mommy blogger”

• Let’s go - http://www.myspace.com/reifindout

http://www.myspace.com/reifindout


YouTube

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

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


YouTube

• Repurpose REI.com’s expert advice• Vendor content strategy• CGC• Video Contest• Gadget• Let’s go - http://www.youtube.com/reifindout

http://www.youtube.com/reifindout


REI Community

• What does community mean to REI?• Can community = platform to push out

content?• Gadgets• Let’s check out some of the technology -

http://www.rei.com/promotions/arborcontest

http://www.rei.com/promotions/arborcontest


Let’s Integrate!• Banner Ads • SEM• In-Store• E-mail• REI.com• Mobile• Advertising

▫Print, TV, radio, online• Local Level

▫Community, Twitter, FB

http://www.socialmedia.com/sn/monetize.php?adid=cfaa9bbc27738f23a4e6d2867692ba38&width=300&height=250&community=SnowSports%20ActiveFamilies


Questions?

• [email protected]• Find me on

LinkedIn: Erica May

mailto:[email protected]

© 2009 Spring Creek Group, Content Rights ReservedApril 10, 2023

Thank You.

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Seattle, WA 98109p: 206.453.1120 | w: www.SpringCreekGroup.com

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…or Join / Follow / Read at…

http://www.twitter.com/SpringCreekGrp

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http://www.springcreekgroup.com/blog

Social Media for Marketers 11/11

Technology

Transcript of Social Media for Marketers 11/11