Social Media Strategies (July 2011) at Seattle's School of Visual Concepts

blogwww.social3i.com || Seattle Washington

School of Visual Concepts

Social Media Strategies and

Programs for Marketers - 101 Level

July 27, 2011

Andy 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. Many of the slides you see here came from

other decks on Slideshare.net.

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, and the number

of edits, 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.

• We develop content for companies of all shapes and sizes.

• 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/blog

Twitter: @social3i Email: [email protected]

Slides: www.slideshare.net/social3i Facebook: www.facebook.com/social3i

Intelligence & Insight

Ideation & Planning

Influencer Marketing

Social Marketing Program

Development

Social Competency

Training


http://www.social3i.com/blog

http://twitter.com/social3i

mailto:[email protected]

http://www.slideshare.net/social3i

http://www.facebook.com/social3i


Agenda

9:00 Section 1: Social Media 101

• What do we mean by “Social Media?”

• What is all the fuss about?

9:45 Section 2: Case Studies and Best Practices in Facebook, Twitter, YouTube & more

(Break at 10:15)

12:00 Lunch

12:30 Section 3 Building Your Social Media Program

• Audience Identification

• Buidling Channels

• Content Creation Tools and Tips

• Distribution of Time, Resources, Work

• Engagement and Evaluation

2:00 Real Life Examples: @MsBeerVendor

2:30 Real Life Examples: Evonne Benedict from KING 5

3:00 Hands-On! - The team from Social3i stops by to help you with your specific questions


Resources for the class:

Delicious.com/social3i


Section 1:

SOCIAL MEDIA 101





Why Are We Here?





Video: Social Media Overview

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



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/


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

Page 12


The mainstream has adopted Twitter


Our Commander in Tweet


We make superstars out of anyone

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


How Social Helps Target Your Message

BrandBroad

Message

Potential Customers


How Social Helps Target Your Message

BrandNarrow, TargetedMessage

Potential Customers


Social Media is great for SEO


What Can Happen if You Don’t Have a Social Presence…

http://www.youtube.com/watch?v=BmykFKjNpdY&feature=related


Social Media By the Numbers





Thinking Social


Marketing Budgets are Integrating Social


Thinking Social

social3i Proprietary and Confidential 24http://www.thecollaredsheep.com/infographic-which-companies-are-the-most-social/


http://www.thecollaredsheep.com/infographic-which-companies-are-the-most-social/


What are we going to talk about today?





Quiz Time: Basic Logos We Probably Know

Facebook Twitter YouTube LinkedIn Wordpress

Blogger Wikipedia Foursquare Tumblr Flickr



Making sense of everything(The Brian Solis Flower)


The Major Playershttp://www.slideshare.net/soravjain/social-media-marketing-facts?from=ss_embed


We’re not talking about this today unless you REALLY

want to…. But you should all go play with it because it’s

going to be important


A Brief Moment to Talk about Mobile and Tablets

"Nearly seven in 10 tablet owners

reported spending at least 1 hour

per day using the device, including

38% who spent over 2 hours on it.

And while just 28% consider it their

primary computer, 77% are

spending less time on desktop or

laptop PCs since they got a tablet."

(eMarketer)

40% of U.S. mobile subscribers

regularly browse the internet on

their phone and a projected 12.5%

of all e-commerce transactions

going mobile by the end of the year,

Mobile web traffic will surpass PC

traffic by 2013." (60 Second

Marketer)


What does your web site look like on mobile devices?


Social Programs Span Across the Company

•

•

•

•

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

Crowdsource 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.


Section 2:

Case Studies and Best Practices





Hosted Community: Dell Idea Storm


http://socialmediatoday.com/pamdyer/266010/65-terrific-social-media-infographics












“Twitter Seems Dumb. Why is it so popular?”

• Ability to ping people who ordinarily wouldn’t give you their phone number or email address

• Real time data - unfilteredAccess

• Competive research

• Who knows who?

• Deep looks inside companies – who works there?Info

• Be funny

• Show personality

• Talk about what you knowFun



The Twitter Customer Service Angle:

Comcast Cares


Comcast Cares


Comcast Cares


Local Customer Support via Twitter


How Twitter is Changing Sports


My Twitter #Win


How a Single Brand Can Manage Multiple Accounts


Best Practices – Brad from Starbucks






Being Part of the Community - Canlis


Your Governor Tweets


So, who does your Governor follow?(and why only 25 people?)


A Local Hero - @MsBeerVendor


A Local Hero - @MsBeerVendor


Why Facebook?

Why Facebook?

Why Facebook?

67% of B2C companies41% of B2B companies Are acquiring customers through Facebook.


~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

How the Leading Global Brands use Facebook


Anything you can do on your web page,

you can do in Facebook


Get your communtiy involved


Big brands with big budgets


Small brands with small budgets


Small brands with small budgets


World Park Campaign

http://www.youtube.com/watch?v=7OCyfV_k2_g


Organization:

Cross Linking Pages Across Facebook


Engagement – Custom Tabs for Events

Comment Area Included on Page


Using Free Apps for…YouTube Integration

Chance to share to your wall

See Involver.com and NorthSocial.com


Using Free Apps for…Blog Integration

Like and Share buttons for easy sharing


Using Free Apps for…Twitter Integration

Follow Button included


And in small businesses, brands want to remind their

consumers that they are there


Buying Fans to Spur Awareness


“Buying” Fans

Page 78

• 150k fans Day 2

• 100k fans Day 1

• Levels off`


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


YouTube Channel Set Up – Cosmic Panda


YouTube – Best Job in the World

http://www.youtube.com/watch?feature=player_embedded&v=SI-rsong4xs


YouTube Stars

http://www.youtube.com/user/otherjuicystar07


YouTube Stars


Videos *can* go from social to mainstream






And Brands might mine social for memes


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


How Videos Can Make Their Way into Blogs

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

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


More Fun with Video - The VW Fun Theory

http://thefuntheory.com/


Bing Jingle

Page 93


Local Company Done Good – Common Craft

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


Education via YouTube:

TED Conferences

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


Education via YouTube:

The Khan Academy

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

Why Blog?

Benefits

Best Practices

Themes

Plugins

WordPress


Who Blogs Well


Who Blogs Well


Who Blogs Well


Who Blogs Well


Tumblrhttp://today.tumblr.com

http://today.tumblr.com/


Tumblr - Huggieshttp://highchaircritics.com/

http://highchaircritics.com/


LinkedIn


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/













HR Execs Use Social Channels Like Linked In


LinkedIn Signal


Tracking


LinkedIn Maps


Advertising on LinkedIn


Slideshare


Connecting LinkedIn with Slideshare


And We Still Haven’t Touched….

Flickr / Photosharing

Mobile

iPads

Apps

Yelp

Biznik

Podcasts

Ustream

Groupon / Living Social

Digg / Reddit / Stumbleupon

Etc……


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

Jenny

Age: 13-18

Hobbies: Music, Hanging out with friends

Where she gets Info: Facebook

Jenny lives on Facebook, and on music sites like

Pandora, Grooveshark, Mog and Spotify

She 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.



Sample Persona

Steve

Age: 25-34

Hobbies: 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.



Where are you, and where can you hope to get?

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



Finding Influencers


Influencer Identification - Twitaholic


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)

Social Media Works With Your Existing Marketing Connecting Traditional Customer Touchpoints

Page 131

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


Twitter – Building a Profile


Finding Follows


Following who you follow follows


Using Lists


Using #Hashtags


Using #Hashtags


Build your own Background in Powerpoint

1. Adjust Page Setup for

20x12.5 Landscape

2. Design your slide

3. Save the slide as a .PNG File

4. Upload the .PNG to Twitter

5. Tweak it until the layour is

right


Twitter Tool: Paper.li

http://paper.li/merrillgardens


Twitter

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”



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


Create A Page


Create A Page


Create A Page


Create a Page


Create a Page


Create a Page


Create a Page


Create a Page


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.


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/

http://www.businessinsider.com/chart-of-the-day-the-lifecycle-of-a-youtube-video-2010-5
























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 Calendar

Editorial Calendar

Date Offline Event

Sales Calls Aggregated Content on

Web Site

Blog Facebook (In addition to

general discussion)

Twitter (In addition to replies and discussion)

YouTube Foursquare

Sun 7/10Mon 7/11Tues 7/12Wed 7/13Thurs 7/14Fri 7/15Sat 7/16Sun 7/17Mon 7/18Tues 7/19Wed 7/20Thurs 7/21Fri 7/22Sat 7/23Sun 7/24Mon 7/25Tues 7/26Wed 7/27Thurs 7/28


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



Make Videos on the fly


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


Engagement and Evaluation

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


Twitter Tools: www.twilert.com


Twitter Tools: Twitter Counter


Klout


TwitSprout


TwitCleaner


Analysis: What to Measure


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.


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.


Lithium – Good for Small Companies

Pros: Decent coverage at a

reasonable cost

• Dashboard collects data in real time.

• Excellent video capture data


• Flat fee pricing for unlimited search

results.

Cons: Workflow tools are not

powerful enough for engagement

• Facebook data coming soon

• Twitter data is incomplete


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.


• 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.


More Tools and Toys for Personal Branding





Namechk


DandyID


About.me


Flavors.me


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: @aboyer

Linkedin: Add Andy to your network

E-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 network


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


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


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Social Media Strategies (July 2011) at Seattle's School of Visual Concepts

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