WelcomeMTLC Members & Guests
Social Media Cluster: Getting Started with Social Media—Lessons from the Frontlines
Thursday, January 22, 2009
Social Media Cluster Sponsors:Awareness, Communispace, IBM, Topaz Partners
Getting Started with Social Media—Lessons from the Frontlines
Moderator:- Debi Kleiman, Vice President, Product Marketing, Communispace
Participants:- Dan Kennedy, Assistant Professor, Northeastern University Schoolof Journalism; blogger, Media Nation
- Perry Allison, Vice President, Social Marketing Innovation,EONS.com
- Pam Johnston, Vice President, Member Experience, Gather.com- Brian Halligan, cofounder & CEO, HubSpot
Thank You
Global Sponsors
Social Media Cluster Sponsor
Social networkingand the news
A brief overview
Social networkingand the news
A brief overview
Why use social networking?
• Reach audiencewhere it is
Why use social networking?
• Reach audiencewhere it is
• Build content-basedcommunities
Why use social networking?
• Reach audiencewhere it is
• Build content-basedcommunities
• Encourage two-wayconversations
Networking on Facebook
• Not just for kids anymore
Networking on Facebook
• Not just for kids anymore
• Boston.com has 2,238 fans
Networking on Facebook
• Not just for kids anymore
• Boston.com has 2,238 fans
• People who are interested in your content
WBUR Radio
• Aggressive andprogressive
WBUR Radio
• Aggressive andprogressive
• Social-networkingevents at the station
WBUR Radio
• Aggressive andprogressive
• Social-networkingevents at the station
• Blogs, Twitter andListener PhotoProject on Flickr
The Tao of Twitter
• Don’t just replicate your RSS feed
The Tao of Twitter
• Don’t just replicate your RSS feed
• Don’t merely talk at your “followers”
The Tao of Twitter
• Don’t just replicate your RSS feed
• Don’t merely talk at your “followers”
• Don’t speak in your institutional voice
The Tao of Twitter
• Do offer something different
The Tao of Twitter
• Do offer something different
• Do follow as well as be followed
The Tao of Twitter
• Do offer something different
• Do follow as well as be followed
• Do cultivate a unique voice
In house vs. social networks
• More ways to be discovered
In house vs. social networks
• More ways to be discovered
• Your website should be a hub
In house vs. social networks
• More ways to be discovered
• Your website should be a hub
• Take advantage of free, easy-to-use tools
#1 rule of social networking
#1 rule of social networking
• Have fun — there are no experts, only ideas
Engaging Baby BoomersAcross the Web
Eons.com is the Online Community for BOOMers
Eons created thecategory of socialnetworking for babyboomers in 2005.
We built eons.comfor “BOOMers” –spirited adults bornbetween 1946 and 1964who continuously seekmore out of life!
A Glimpse Into Our Early Adopter Audience
• Sweet Spot: 45-65years old
• 15m+ unique visitorssince launch
• 750,000+ registeredmembers
• 500,000+ monthlyunique visitors (avg)
• 15-20 min/visit (avg)
• 56% female, yetwomen 2x as active
• Educated
Eons Offers a Unique Combo of Social Networking…
Following Their Passions
“Drawing & Painting:Compare notes, works inprogress and finished workswith your peers. Obtainencouragement, unsolicitedadvice, random commentaryand exposure for your work in afriendly environment. Exposeyourself to artists.”
Our members are…
• Building profiles• “Friending” each other• Creating/joining groups• Uploading photos and videos• Social bookmarking• Adding widgets, gifting, private
messaging, meeting up off-lineand so much more
Eons Longevity Calculator:500,000+ people have learnedhow to live a longer, healthier life
…And Proprietary Tools for Boomers
Eons LifePath: Uses members’ lifestories and future dreams toconnect them with others in Eonscommunity…Here is BarackObama’s
Eons Trivia: Members’favorite way to build their brains,challenge others and have fun!
Different Behaviors on Eons than on Facebook
• Facebook is Profile-centric • Eons is Groups-centric
Some of Our MostPopular Groups:
Eons Members Have Created Over 4,500 Groups• Becoming a
Spiritual Adult• 50+ Singles• Hippies for Life• Bookaholics• HTML workshop• Fitness over 50• Pet Lovers• Beauty tips
• Growing Old isMandatory,Growing up isOptional
• Photography• Daily Humor• Cooking• Music in my
Veins• Deep Thinkers
Targeting Clusters:
Passionistas
Family Matters
Love/Dating
Money/Finance
Health/Beauty
Travel
Wheels
Cooking, Dining,Wine
Brands and Companies Joining Eons Community
• Eons Corporate Headquarters – otherwise known as "HQs“ –are a way for companies to engage in the Eons community
• HQs are similar to Member Profiles: you'll find photos, videos,informative content, and even games on many HQs
Eons Feature Headquarters Include:
• Humana• Earthwatch• Nintendo Wii• Grand Ole Opry• Monster• Omega Institute• National Heart, Lung
& Blood Institute• Kraft
Social Media Innovation: Eons Headquarters (“HQs”)
• Polls/Surveys
• Games
• Widgets
• Contests
• Experts
• LifePath
• Video
• Branded Groups
and more!
© 2006-2008 EONS, INC. ALL RIGHTS RESERVED. FOR INTERNAL USE ONLY.THIS DOCUMENT IS THE CONFIDENTIAL AND PROPRIETARY PROPERTY OF EONS, INC. DISTRIBUTION REQUIRES PERMISSION.
Social Media Innovation: Sponsored Groups
But to meet like-mindedadults doing the Challengeand share experiences,Quaker drives consumers tothe eons.com/quakercommunity
Quaker Oatmeal enthusiastssign up for the Quaker Smart HeartChallenge at Quakeroatmeal.com
Sponsored Group- Sara Lee
Social Media Innovation- Health community
Community for sufferers
of Peripheral Arterial
Disease.
Site offers links to more
info, educational videos
and a supportive
community.
Social Media Innovation- Kellogg’s
Kellogg’s LiveBright
brand sponsors Brain
Games on Eons and
on our Trivia
widget.
Boomer Trivia widget
on Facebook
Social Media Innovation- Frito Lay
• Frito Lay created asubmission contest onEons to solicit user-generated content andidentify content thatcould be re-purposedfor other media (TV,print) and/or packaging.
• Consumers shared blogson “finding their truenorth” and were enteredto win a contest.
• Quality of entries wasvery high.
How can brands enter the conversation?
• Listen first
• Be authentic andtransparent
• Be responsive
• Give people “things todo”
• Listen some more
• Bring Value!!
• Common mistakes:– Overload with too much
information
– What is the goal? How issuccess measured?
– What is the valueproposition? Clear?Valuable?
– Marketing speak
– Viewed as a thing versusa process
Source: Beeline Labs
Thank You!
Gather is Social Networking with Substance
About Gather
• Gather is the social network withsubstance for adults (25-54)
• Gather’s rich user-generated content,meaningful discussions and 10,000+special interest groups andcommunities set it apart from typicalsocial networks
• The Gather social platform is designedto encourage conversation, allowingpeople to chat with their friends aboutbaby pictures, a book they’ve recentlyread, a political candidate they supportor their favorite interest
• Gather enables advertisers to integratetheir brands into the fabric of peoples’daily lives and become part of theconversation
How People Use Gather
Sharing, Exploring and Connecting
• Post thoughts, photos and videos: 85%
• Explore interesting content: 80%
• Have conversations with other members: 72%
• Connect with others who share same interests:66%
Beyond Status Updates and Photo Sharing
• 55% of respondents in a recent Gather surveyhave sound support from other membersaround a life challenge, including:
− Parenting
− Health and weight loss
− Relationships
− Personal finance
Source: 2008 Gather Survey
Brand Engagement Campaigns
• Branded community: Advertisers can build acustom groups on Gather or can choose tosponsor an existing Gather community. Thegroup becomes their home for socialengagement on Gather
• Programming: Gather designs andimplements a comprehensive set of programsto drive engagement with client brands
• Influence: Gather provides advanced tools toidentify key influencers in the community whoare recruited to participate in brandcampaigns. Influencer content and commentscascade through the feeds of their Gatherfriends driving increased participation andextending the reach of the campaign
• Promotion: Gather utilizes a variety of avariety of supporting media to promotecampaigns across the site
CustomCommunity
GroupSponsorship
Programming
• Gather designs and implement a variety ofprograms to get people interacting with clientbrands and participating in their brandedcommunities and experiences
− Product sampling and member reviews
− Content series tied to brand position
− Partner articles, images and videos
− User-generated content
− Live chats and hosted discussions
− Contests, games and giveaways
− Polls
− Expert participation through Gather’srelationships in publishing, public radioand the medical community
Influence: Gather’s Cascade Model
• When one Gatherer shares an idea,inspiration, story, poem, photograph,or video, we notify that person’sfriends
• These friends are inclined to read thecontent because it is socially relevantto them. Some of them comment
• When these friends comment, wenotify their friends and the processcontinues
• As more people comment, the ideacascades to broader and broadercircles through trusted relationships
• This process is leveraged to extendthe reach of our partners’ campaignsacross Gather
Measuring Success
• On Gather, we measure success by how engaged ourmembers and visitors become with a brand:
− Page views, comments, group traffic
− Number of times product discussions and otherprogram content appear in members’ feeds
− Unique visitors and contributors
Number ofArticles
TotalComments
FeedInclusions
“Client” Product Reviews 21 552 229,200
Program-related Articles 6 487 197,200
Member Content 40 1,050 436,000
Totals 67 2,089 862,400
Results from recent 2-month campaign
Getting Started With Social Media Breakfast
Twitter.com/bhalligan
Marketers Doing Marketing
People Blocking Marketing
Can Spam Act Signed into Law
People Don’t Need Marketing
Rethinking MarketingOutbound Marketing
Telemarketing Trade showsDirect mail Email blasts Print ads TV/radio ads
Inbound Marketing
SEO / SEMBlogging Social MediaRSS Free tools/trialsViral videos
Interruption Permission
SearchEngines
Blogs
Social Media
HubSpotGet Found, Convert, &Make Better Decisions
A Great Time To Be A Marketer
