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BottreeDigital
‘SOCIAL 101’
Bottree Digital Services
Strategy Search Social Splatter Sponsor ScrutinyBottree
SOCIAL 101 AGENDA
1. Introductions2. What is ‘Social’?3. Why Social?4. Who is Social?5. Basic Intro: Building a Social Strategy6. Discussion
Strategy Search Social Splatter Sponsor ScrutinyBottree
ABOUT BOTTREE
• Most social apps: Bottree• 15 years experience with Internet marketing• Full-service digital agency• Peer-4-peer (link)• UpStream Analytics, MediaPROS• Other articles• ‘6S Digital Marketing Strategy’
Strategy Search Social Splatter Sponsor ScrutinyBottree
SOCIAL AS PART OF A BIGGER PICTURE
• 6 Tactics with Digital Marketing:– Strategy– Search– Social– Splatter– Sponsor– Scrutiny
© Bottree Digital
BACKGROUND
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MARKETING IN THE 20TH CENTURY
The MONOLOGUE
Consumer
Media / Content
Agency / Marketer
Seller / Producer of “Goods”
Mas
s M
arke
ting
Mass M
is-Comm
nucation
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THE MEDIA MATRIX& EMERGENCE OF SOCIAL
Original Source: http://flickr.com/photos/morikenstyle/106306545
Rang
e of
Opti
ons
TV
Outdoor Radio
TRADITIONAL MEDIA
PRE-SOCIAL WEB
Portals Vertical Sites
BannerExchanges
Content Suppliers[MSM] [People]
[Small]
[Infinite]
MSM has yet to enter this region
OBJECTIONS TO SOCIAL
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LIMITATIONS TO SOCIAL
Not relevant to our market
Technical complexity
Management resistance
Lack of funding
Inability to measure ROI
Lack of knowledgeable staff
0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50%
Objections to Social Media Use & ImplementationSource: Marketing Sherpa Survey, 2008
WHAT IS SOCIAL?
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WHAT IS SOCIAL?
SOCIAL = INTERACTIONSOCIAL = DIALOGUE
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MARKETING UNDERSTANDS SOCIAL
• The Original Social Ads • Original online social: MSNIM, ICQ, chat
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SOME DEFINITIONS
• Aggregator– Collects and consolidates updates from multiple social websites such as blog entries,
social bookmarking, websites, social networks, etc in a single location for each viewing
– Examples: • Blog
– Derived from weB LOG, which is an easy to update website that is usually used to provide individual commentary/news on a specific subject via text, photos, videos and/or audio
– Examples: • Bookmarking
– A method of storing, organizing, searching, managing, and sharing web pages on the Internet
• Collaboration– A process where two or more people work together toward a common goal which is
generally to determine the best product or service
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SOME DEFINITIONS
• Microblog– Same as blog except entries are limited to a set number of characters
(eg. Twitter = 140) and generally submitted by text message, IM, and/or the web. Ideal while mobile.
• Networking– An online membership website that focuses on building online
communities of people that share the same interests and/or activities• User Generated Content
– Information (stories, videos, pictures, links, etc) that individual users create and post to a variety of different sites
• Wiki– A collection of web pages designed to enable anyone to contribute or
modify content, using a simple editor
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WHAT IS SOCIAL MEDIA?
What is social media?
Online applications, platforms and media which aim to facilitate interaction, collaboration and
sharing of content
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SOCIAL DIALOGUE: “THE BIG ECHO”
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THE SOCIAL MEDIA UNIVERSE
Communication
Aggregator
Blog
Events
MicroBlog
Networking
Multimedia
Audio
Photo
Video
Collaboration
Answers
Bookmarking
Expertise
News
Opinion
WikisSource/Credit: Joselin Mane, www.litbel.com
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• http://flickr.com/photos/fredcavazza/2564571564/sizes/o/
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5 STAGES OF SOCIAL ACCEPTANCE
1 . Denial2. Presence3. Dumping4 .Conversing5. Microblogging
Source: Rohit Bhargava
WHY SOCIAL?
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WHY SOCIAL?
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SOCIAL IS MASS
1. 394 million people watch video clips online2. 346 million read blogs/weblogs3. 321 million Read personal blogs/weblogs4. 307 million visit a friends social network page5. 303 million SHARE a video clip (viral marketing anyone?)6. 272 million manage a profile on a social network7. 248 million upload photos8. 216 million Download a video podcast9. 215 million download a podcast10. 184 million started a blog or weblog11. 183 million uploaded a video clip12. 160 million subscribed to an RSS FeedSource: Kyle Lacy, 20 Reasons Why You Can’t Ignore Social, based on Universal McCann, Wave3, March 2008
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MORE?
13. Blog Reading has risen 66% on a global scale in a year14. 60.3 million american have read a blog15. 36% of consumers will think more positively about companies that
have blogs16. 32% of consumers trust bloggers opinions on products and services17. Social Networking has an estimated 272 million users (Myspace,
Facebook, etc)18. 43% of online consumers belong to a social network19. 74% of social networking users message friends as part of their
daily routine20. Video Uploading growth is 31% to 82% global reach seen in all
marketsSource: Kyle Lacy, 20 Reasons Why You Can’t Ignore Social, based on Universal McCann, Wave3, March 2008
Strategy Search Social Splatter Sponsor ScrutinyBottree
WHY SOCIAL: SIZE
Member Communities (blogs, social nets)
Software Sites
General Interest - Portals & Communities
Search
65%
67%
73%
85%
86%
Top Five Online 'Sectors'Source: Neilsen Online, March 2009
Dec-08 Dec-07
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SOCIAL NETWORKS: SIZE AND GROWTH
Source: Yamini Purohit & Jon E. Warren, MaRS, Business of Social Networking. Original Source: IT World Canada
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SOCIAL NETWORKS: REVENUE POTENTIAL
Source: Yamini Purohit & Jon E. Warren, MaRS, Business of Social Networking
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WHY SOCIAL: FREQUENCY
Source, Universal McCann, Social Media Research Wave 3
Upload video clip to video sharing sitePost/write stories for my own blog
Download a podcastUpload photos to a photo sharing site
Manage profile on existing social networkVisit a photo sharing site
Share a video clip with a friendVisit a friend's social network page
Read blogsWatch video clips online
7%9%7%8%
17%13%13%
22%21%22%
11%12%16%15%
18%21%24%
25%27%
37%
7%5%
8%13%
11%14%12%
10%11%
16%
"Which of the following have you ever done?"
Daily Weekly Monthly
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WHY SOCIAL: TIME SPENT
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WHY SOCIAL: IMPACT ON SEO
• A good social strategy boosts your organic rank
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‘WHY’ SUMMARY
• Impact on SEO rankings• Reach• ‘Free’• Immediacy• Flexibility• Enhance internal
communications
• Tracking• Innovator• Prospecting, lead gen• Retention• Reduce service calls• Listening, reputation
management
Sources, Chris Brogan, 12 Ways to Sell Socia Media to Your BossTraffikd, 13 Reasons Why Social is Worth Your Time
IT’S THE FUTURE
WHO IS SOCIAL?
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SOCIAL: COUNTRY PENETRATION
Source: emarketer, Survey of Top Social Site Users, by Country, Sept 2008
NetherlandsItaly
GermanyAustralia
USSpain
MexicoUK
BrazilCanada
0.0% 20.0% 40.0% 60.0% 80.0% 100.0%
61.3%62.2%
65.5%67.5%
70.2%70.7%
73.0%78.4%
85.3%86.5%
Social Site Users, Top 10 Countries(% of Internet Users)Sept 2008 Sept 2007
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HOW ARE USERS BEING SOCIAL?
Creator(13%)
Critic(19%)
Collector(15%)
Joiner(19%)
Spectator(33%)
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CREATORS – BY CONTENT TYPE
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WHAT ARE THEY DOING?
Career networking
Play games
Share/find music
Plan social events
Meet new people
Share photographs
Reconnect with old friends
Keep in touch with friends
11%
14%
15%
18%
30%
37%
51%
78%
Reasons to Use Social Networking SitesNovember 2008 (%)
(Source: JP Morgan, 2008 Consumer Survey, Jan 2009)
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SOCIAL VS ‘NON’ SOCIAL
Media Used In Social Networking
Medium% of Social Networkers
% of Non-Networkers (Approximate)
Email 95% 90%IM 61 25
Texting 50 18
Forum/Discussion Board 29 5Blog 29 3
Chat room 17 4VoIP 12 4
Video conferencing 11 2Micro-blogging 4 1
Source: Netpop Connect Social Networkers US, December 2008
BUILDING YOUR OWN SOCIAL MEDIA MARKETING PLAN
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USE OF SOCIAL MARKETING
Source: Michael Stelzner, Social Media Marketing Industry Report
88%
12%
Use of Social Media
Yes No
28%
44%
23%
4% 1%
Experience & Social Media Plans
Just getting startedA few monthsA few yearsNo experience, but plan to useNo plans
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TIME COMMITMENT
64% of marketers use social media 5+ hours per weekSource: Michael Stelzner, Social Media Marketing Industry Report
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BENEFITS OF SOCIAL MEDIA
Source: Michael Stelzner, Social Media Marketing Industry Report
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SOCIAL MEDIA MARKETING:POST & MAIL
POST• People• Objectives• Strategy• Technology / Tactic
Source: Forrester
MAIL• Monitor• Assess• Implement / Integrate• Learn
Source: Terry Fallis, Thornley Fallis
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OBJECTIVES: THE SOCIAL BRAND
Traditional Brands Social BrandsBrand in Control Audience/Consumer in Control
Organization creates content Users create contentRepetition AdaptationEducating Influencing
Solicit customers Make friendsSell to cold prospects Network with happy customers
Monologue Dialogue (listen more, talk less)Incentivize frequent purchase Reward engagement
Do well Do goodSend mass email Message friends and fans
Target demos Seek shared interests9-5 Leave the porch light on
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BUILDING A SOCIAL STRATEGY
1. INSPIRE ACTION2. AUTHENTICITY3. OWNERSHIP4. RELEVANCE5. OPEN BRAND6. MEASUREMENT
Source: Blue State Digital, Exploring the Obama Juggernaut, IAB Canada, MIXX 2009
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STRATEGY: INSPIRE ACTION
• Make it easy• Make it fun• Give me cash• Give me access• Make me a star• Ask people about
themselves
• Surprise• Altruism / Cause• Give Me a
Challenge• Let me Influence• Create Something
UsefulSource: Clickz, Ten Motivators That Inspire Action
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STRATEGY: THE ZEN APPROACH
• Speak to no one and someone will listen• Take control by letting go• Listen for nothing• Control limits the conversation• Absence invites failure• Hide and you’ll be found• Speak to weakness – make it a strength• Respond to alarms before they go off
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TACTICS: WHAT ARE MARKETERS USING?
Source: Michael Stelzner, Social Media Marketing Industry Report
“Which tactic do you plan to use to market your message?”
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TACTIC / TECHNOLOGY
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TACTICS – RESOURCES
• Which tactic to choose?– http://personalbrandingblog.wordpress.com/2008/05/26/top-social-
media-tools-for-turning-your-ebrand-into-a-powerhouse/
• Full list of resources for each tactic– http://www.seomoz.org/article/social-media-marketing-tactics
RETURN ON … ?
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MEASURING SOCIAL SUCCESS
• Zoom out– Try not to think about metrics with just one tactic– Assess the impact on sales, profits, retention
• Zoom in– A wide array of analytics tools are popping up– Eg. radian6
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ZOOM OUT: GENERAL RESULTS
• Exposure and buzz/traffic• Branding• Reputation management• Sales and new business• Subscribers and repeat traffic• Links• Rankings• Potential negative resultsSource: Chris Lake, econsultancy, 10 Ways to Measure Social Media Success
Source: Avinash Kaushik, Tips for Measuring Success of Your Blog
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ZOOM IN: MEASUREMENT
• Take a snapshot– Know where you stand before diving in
• “Benchmark” or “Baseline” elements:– SEO rank, acquisition costs, Facebook fans, DIGG
links, existing web traffic– Raw author contribution– Unique user activity with each tactic– Conversation rate (posts vs comments)– Tags/links to social media sitesSource: Chris Lake, econsultancy, 10 Ways to Measure Social Media Success
Source: Avinash Kaushik, Tips for Measuring Success of Your Blog
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CONVERSIONS – TRADITIONAL & SOCIAL
Awareness
• Monologue• Repetition• Online:
impressions
Consideration
• “Not buying today”
• Seeking info• Online: Visits &
Leads
Purchase to Use
• Eg. Bought but boxed
• Downloaded, but not in use
Use to Opinion
• What does it take to get people to talk about your product/service?
DISCUSSION
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SOCIAL 101: KEY INSIGHTS
• You will have to change your way of doing business
• Monologue is now dialogue• Join the party – just don’t be the drunk at the
party• Be public, be above board• Keep communication channel well oiled• THE WEB IS THE GREAT EQUALIZER
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WHY USE SOCIAL
• Reach / Ubiquity• Be part of the dialogue• Adjust your business model• Measurability
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THE FUTURE & WHAT’S COMING
• Your Web Page on Every Device• Lifestream: Your Life in One Place
– FriendFeed• Open Social Web – Singular Voice
– OpenID– Facebook Connect– Google Friend Connect
• Mobile– SmartPhone Applications– Mobile Social Software (MoSoSo)
• Reputation Management
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CHALLENGES TO FUTURE GROWTH
• The high cost of TXT / Mobile in Canada• Net neutrality• Canada’s unstable media infrastructure• Privacy concerns / issues
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THANK YOU!!QUESTIONS:
[email protected] APPS: BOTTREE
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RESOURCES
• 50 Ways to Use Social Media– http://www.web-strategist.com/blog/2008/07/15/50-ways-to-use-social-media-listed-by-objective/
• Citizen Journalism– http://vizedu.com/2009/01/citizen-journalism/
• Measurement– http://measurementcamp.wikidot.com/
• Superlist of What NOT to do with Social Media– http://www.interactiveinsightsgroup.com/blog1/superlist_of_what_not_to_do_in_social_media/
• Nonprofit Tech– http://www.nonprofittech.com/
• Beth’s Blog– http://beth.typepad.com/
• We Are Media– http://www.wearemedia.org/
• NetSquared– http://www.netsquared.org/
• Mashable– http://mashable.com/
• Blogging Data– http://www.emarketer.com/Article.aspx?R=1007027
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