This document provides an agenda for a presentation on social media marketing practice (SMMP). It discusses topics like marketing transitions, tools and tactics for SMMP, Facebook fan marketing, Twitter implications for real-time marketing, best practices in social media, social graphs, and future implications for jobs. It also includes summaries of research reports on social media usage in Australia and case studies of companies measuring social media referral traffic.

1. Social Media Marketing Practice GreatMystery14 Suresh S. soody soody www.facebook.com/sureshsood ssood Hero5! twitter.com/soody www.bravenewtalent.com/talent/suresh_sood www.linkedin.com/in/sureshsood GeektoidMangala scuzzy55 suresh.sood@uts.edu.au http://www.slideshare.net/ssood/social-media-mktg-practice-v8

4. Agenda – SMMP (stage 1) Marketing transition 7S framework The beginning of social search Tools and tactics of SMMP Facebook fan marketing Twitter and implications for real time marketing B2B Social Networking Best Practices in Social Media Social Graph Social Relationship Management Industry Adoption & ROI Future implications and where will the jobs come from ?

5. Social Media Marketing Practice is not Conventional Marketing “a many-to-many mediated communications model in which consumers can interact with the medium, firms can provide content to the medium and, in the most radical departure from traditional marketing environments, consumers can provide commercially oriented content to the medium.” Hoffman & Novak, 1997

6. Nielsen 2010 Social Media Report 9 million Australians interact via social networks Content sharing is the most popular activity 4 in 5 Australian Internet users shared a photo Twitter usage grew by 400% in 2009 Nearly 3/4 of Australians read a wiki 2 in 5 Australians interact with companies via social networks

7. Collision of Marketing, Customer Service and PR “United Breaks Guitars” “They Shake me”

8. The Future of Customer Support Support needs consideration as a marketing asset Teaches marketers how to deal with “messiness” Gems in unstructured user generated content Facilitate customers to self-support each other Provide direct feedback to product development

9. WHAT DO CUSTOMERS WANT ? A Relationship Promptness Promises Kept Kept Informed Follow Up No Surprises Do It Right First Time Accessibility Responsiveness Knowledgeable People Source : Ray Kurdupleski, (ex-AT&T) & Universal Card Services case study, Bradley T Gale, “Competing on Value”

10. Example: Outside London flat

11. Challenges Connecting with Council

12. Engaged Citizen looking for new ways to connect with Council

13. Challenge Today : Moving from Transactions Alone to Relationships Future State = Citizen Engagement (relationships) We don’t do this really e.g. User generated content, ratings, reviews, 1:1 dialogue Current State = Transactions We do this stuff well e.g. Fines, Service Fees …

14. Move to Citizen Facing Systems & Relationships Food Safety Offences (www.foodauthority.nsw.gov.au/penalty%2Dnotices/) publishing breaches in food safety to the citizens of New South Wales in Australia. Patient Opinion (www.patientopinion.org.uk/) facilitating dialogue between patients in the United Kingdom and the National Health Service Toronto, MyBikeLane(toronto.mybikelane.com/) reporting bike lane violations in Toronto. Little Bee is top offender. So far, zero violations at http://sydney.mybikelane.com/

15. Social Media Marketing Challenge Low engagement consumer(click on content : limited effort & no content generation ) Bookmarking Clicking a link to share info or start a discussion thread Video or photo viewing Rate a service Touch someone, teleport or gesture via avatar in Second Life (SL) virtual tourist location Microblogging (Twitter) – 140 characters SMS (excludes Australia) Commenting on a blog entry Write a review Create a video blog entry/vlog Build a city in SL, allow avatars to vote on favorite monuments or learn a language High engagement consumer( effort spent on content creation e.g. take a video, create artifact ) Level of Engagement  Brand Signal  Brand Equity

16. September 2009 “Midlife Australians Flock To Social Media” Forrester Groups Social Media Activities Into Five Categories

17. September 2009 “Midlife Australians Flock To Social Media” Middle-Aged Australians Increased Content Consumption And Use Of Social Networks

18. September 2009 “Midlife Australians Flock To Social Media” Middle-Aged Australians Increased Content Consumption And Use Of Social Networks (Cont.)

19. Go-Nowhere-Gamers “Perhaps worryingly, a new generation will reject travel altogether in favor of gaming, social networking and ‘always on’ media,” the report states. “As in-home leisure is becoming more engaging, a group of young people will emerge who do not go out any more.” Future of Free Time, April 2010

20. Agenda – SMMP (stage 1) Marketing transition 7S framework The beginning of social search Tools and tactics of SMMP Facebook fan marketing Twitter and implications for real time marketing B2B Social Networking Best Practices in Social Media Social Graph Social Relationship Management Industry Adoption & ROI Future implications and where will the jobs come from ?

21. 7 S’s of Social Media Marketing Practice 1. Social Graph 6. Social Etiquette 2. Story Feed (Stream) 7. Service Dominant 3. Social Gesture 5. Sharing Stories 4. Social Object

22. “We Are Building A Web Where The Default Is Social”(Zuckerberg, 3rd F8 developer conference, San Francisco) Open Graph not just has a record of relationships with other people (“friends”)but database of relationships with everything else mapping interests Any action on websites outside of Facebook.comupdate the profile and “Open graph” via social plugins Facebook Open Graph is a “proxy you”, your preferences, behaviours and friends anywhere on web. Recommendations from friends not strangers Most personalised search engine with not only your tastes but friends tastes

23. Facebook Object Types for Social Graph latitude longitude street-address locality region postal-code country-name Contact Info : email phone_number fax_number location

25. The BBC as Social Graph Topics Events Music Programmes Users Gardening News Food

26. The Facebook Newsfeed (Stream) Being able to quickly parse through what your friends are up to, in line, and in reverse chronological order is the cleanest and simplest way to navigate a social net.(The News Feed - A Powerful UI Innovation, Fred Wilson, December 10,2007) Today we're ready to declare The Newsfeed the dominant internet metaphor of the day; the cascading waterfall of updates from your friends, with comments swirling even around those - that model is everywhere now! (Having Conquered Flickr & Yahoo, "The Newsfeed" Is Now the Dominant Info-Metaphor of Our Time, Marshall Kirkpatrick, Read Write Web, October 16, 2008) A method for displaying a news feed in a social network environment is described. The method includes generating news items regarding activities associated with a user of a social network environment and attaching an informational link associated with at least one of the activities, to at least one of the news items, as well as limiting access to the news items to a predetermined set of viewers and assigning an order to the news items. The method further may further include displaying the news items in the assigned order to at least one viewing user of the predetermined set of viewers and dynamically limiting the number of news items displayed. (US Patent 20080040673, Zuckerberg et al.)

27. Social Gesture @ Block Bookmark Check-in (Foursquare) Comments #tags (Un)Follow Like (Facebook) Share Pokes Retweet Reblog Status update (Un)Subscribe

28. Social Object

29. “…why social objects are the future of marketing.” (MacLeod 2008) Social Networks form around Social Objects**, not the other way around. (** Term attributed to JyriEngstrom) MacLeod Hugh (2008) GapingVoid.com

30. “Elegant Organisation” You don’t start communities. They already exist. They’re already doing what they want to do. The question you should ask is how you can help them do that better. Bring them “elegant organisation”. Jeff Jarvis (2009) quoting Mark Zuckerberg (Creator of Facebook) in “What Would Google Do?” Harper Business

31. Sharing Stories What happens when you tell stories? Two magical things: You build trust with other people in your network, and from there you build empathy…is when you share the emotions that other people have and express. It’s a powerful, deeply primal experience. ShareThis! Deanna Zandt, Berrett-Koehler Publishers, 2010

32. What is a Feed Story? (Facebook Guidelines) A Feed story describes a single specific action between an actor and an object. Examples: "Peter joined the cause Leukemia and Lymphoma Society." "Ari posted a song to Serkan's profile." "Peter thanked Ronnie for his donation." A Feed story contains valuable information that the actor wants to share and others want to consume. A Feed story is well-designed, succinct, and if appropriate, features an attached piece of media that further describes the action or the object of the action. Examples: "Peter joined the cause Leukemia and Lymphoma Society." "<Leukemia and Lymphoma Society Logo> <blurb about the society>" Design Guidelines Feed story body: Shows more details about the action or object. Does not repeat information in the headline. Does not include promotional links or explicit calls to action. Example: "<Leukemia and Lymphoma Society Logo> <blurb about the society>" Action Links: Appear on all stories Feature contextually relevant calls to action Only one action link with a max of 25 chars can appear in a Feed story Cannot contain any formatting characters (like "[", "]", "|") Example: "Comment - Share - Join Cause"

35. Wine Communities

36. Service-Dominant Logic A logic that views service, rather than goods, as the focus of economic and social exchange i.e., Service is exchanged for service Essential Concepts and Components Service: the application of competences for the benefit of another entity Service (singular) is a process—distinct from “services”— particular types of goods Shifts primary focus to “operant resources” (skills and knowledge) from “operand resources” (static and tangible) See value as always co-created (Market With i.e. Collaborate with Customers & Partners to Create & Sustain Value) Sees goods as appliances for service delivery Implies all economies are service economies All businesses are service businesses Vargo, S.L. and R.F. Lusch (2004). “Evolving to a New Dominant Logic for Marketing, Journal of Marketing 68(January): 1-17

37. Agenda – SMMP (stage 1) Marketing transition 7S framework The beginning of social search Tools and tactics of SMMP Facebook fan marketing Twitter and implications for real time marketing B2B Social Networking Best Practices in Social Media Social Graph Social Relationship Management Industry Adoption & ROI Future implications and where will the jobs come from ?

38. Facebook is My Newspaper(Susie Wilkening, http://reachadvisors.typepad.com/)

39. Social Search It could represent a monumental shift in search technology. All major engines analyze the link structure of the Web as a key ingredient in determining what pages are most relevant -- a breakthrough that Google championed when it launched in 1998. A Web page that has a lot of other sites linking to it will rank higher, figuring more prominently in a given search, than one with only a few incoming links. Social search aims to shift power from Web publishers, who create these links, to everyday Internet users by examining their bookmarks or giving them tools to express their opinions. Current technology "delegates to Webmasters to decide what is important for the rest of us," says Bradley Horowitz, director of technology development at Yahoo. "Social search is about democratizing this power.” Yahoo Social Circle by Ben Elgin, January 23, 2006, Business Week

40. 16 million people in the UK accessed Internet via mobile phones in December 2009. Total of 6.7 billion pages and 4.8 billion minutes online during the month. Top 10 sites accounted for 70 per cent of total pages viewed and total time online For comparative purposes 2.4 million Australians went online via mobile in June 2010

41. Australia Leads Average Time Spent per Person on Social Media Sites Facebook accounted for 56 % of total number of sessions on social networking/UCG sites in Australia, followed by Yahoo!7 20%, YouTube 10%, Wikipedia (7%) and Blogger (3%) Relates to users of a home broadband internet service. Source: Nielsen Online, June 2010

42. Australia Leads Average Time Spent per Person on Facebook

43. Referral & Destination Traffic for April 2010agl & originenergy Sites people visit before going to agl.com.au facebook.com (21.19%) google.com (15.57%) google.com.au ( 2.68%) Sites people visit after leaving agl.com.au facebook.com (31.6%) energyaustralia.com.au (< 0.1%) google.com.au (<0.1%) Sites people visit before going to originenergy.com.au google.com.au (46.37%) google.com (25.33%) facebook.com ( 13.90%) Sites people visit after leaving orginenergy.com.au google.com (31.03%) google.com.au (22.31%) facebook.com (9.22%)

44. How to Participate in Conversations Conversational calendar Keywords/Vocabulary online & offline What topics do your customers care about ? What topics are trending in your industry Monitor existing social media via dashboard e.g. Fb or Twitter Use complaints or opportunity to discuss solutions Become an expert providing service through social exchange

45. 8 Levels of Social Media Analytics http://manobyte.com/blog/index.php/2008/11/what-is-social-media-analytics orginally adapted from Davenport T (2007), Competing on Analytics

46. First Step Monitoring [Brand] Conversations & Tips Social Media Dashboard All social media sources relating to brand RSS technologies Mashups(e.g. YouTube, Flickr, Twitter, Nielsen, Google ) Weak Signals Twitter early warning in advance of blogging Set up comprehensive Google Alerts Set up a feed reader with relevant blogs and new feeds Use Twitter Search to follow hashtagsand keywords in Twitter streams Start immediately with Netvibes and vocabulary 46

47. Brand Equity - Conversational Conversation Gap (Rubel 2005) Brand share of the online conversation Gap between the total number of conversations about a category and the proportion which mention the brand operating in the category Equities of a Brand (Stein 2006) Topics being mentioned in conversations about a brand with equity share corresponding to the frequency at which each topic is mentioned See pp 115-116 Cook, N 2008. Enterprise 2.0 Hampshire,England: Gower Publishing 47

48. Conversation Gap - Vacation and Paris 48 * Total identified blogs: 99,181,005 @ 18 December, 2008

49. Conversation Gap - Vacation and Paris or Sydney 49 * Total identified blogs: 151,048,780 @ 24 November, 2010

50. Paris – Equity Share Analysis of Attributes 50 * Total identified blogs: 151,048,780@ 24 November, 2010

51. Blog Mentions:Sydney Opera House, Taj Mahal & Great Wall China A review of the blogosphere on 8 June 2010 reveals 126.87 million blogs

52. How Social Media Supports the Myth of Paris 52 Casablanca “We'll Always Have Paris” Lamps, Eiffel Tower,france, night, street, notredame, bw, church, architecture, toureiffel, city, cathedral, louvre, museum City of love , city of lights, landmarks , museums & galleries, Cafés, coffee, conversations, friendship, artists, lovers, philosophers

53. Content Marketing Thought leadership, thought leadership & thought leadership Content marketing is second guessing what your customers need to know and delivering the info in a relevant and compelling manner Best practices, case studies and success stories Not media company driven content but content for customers Provide materials to support a service where customer says ‘Wow, you really made this easier for me!’” e.g. Blendtec “Will it blend?”

54. Wikipedia entries well placed on Google Generate articles relating to your organisation,executives and news Monitor articles on wikipedia for reputation management Reference with related entries

55. Content Syndication RSS Social bookmarking sites News Digg.com, Propeller.com, Reddit.com, Mixx.com, Shoutwire, Furl.com Bookmarking Del.icio.us Channel surfing StumbleUpon.com SME Marketing SmallBusinessBrief.com SEO Sphinn.com Content marketing Junta42.com

56. “New Rules of New News Releases” Don’t send news releases only when “big news” is happening Find good reasons to send news releases all the time Don’t just target a handful of journalists Create news releases appealing directly to your buyers. Write releases rich with your keywords Include compelling offers consumers action Add social media tags with keywords so release can be found Drive people into the sales process with a news release. David Meerman Scott’s The New Rules of Marketing and PR, 2007

57. Marketing Content Audio and video recordings of interviews,roadshows or roundtables for repurposing e.g.podcasts Release schedule focusing on key topics affecting customers with a free subscription Send out news releases through a keyword-optimized service e.g. PRWeb, eReleases (paid) or PR.com, Clickpress (free) Send releases direct to influential bloggers and post on Scribd and FreeIQ Post videos of interviews on YouTube and industry specific video portals specific to your industry Upload audio & video to microsite relevant podcast directories All articles with own HTML pages on microsite Each article with social media capabilities, such as letting people add it to Facebook, Digg, or StumbleUpon Provide a free e-book or whitepaper on microsite for downloading to continue the conversation with current customers information on prospects so that you can begin a conversation (no sales pitch education only) RSS feeds available for Web content New news releases are for building key links and for helping bloggers and influencers find the site Upload articles to key vertical and social bookmarking sites If deemed relevant create a Facebook fan page and invite key customers to join the Facebook group Adapted from Joe Pulizzi and Newt Barrett (2009) Get Content Get Customers, McGraw Hill

58. Diverse Content Practices Millerwelds.com Category killer for welding information Tween Waters Inn (Captiva Island) Fleishman-Hillard BoomerBlog.com & NextGreatThing.com David Lawrence Centre Mental Health & Substance abuse Kitchen Studio of Naples, Florida annporter.wordpress.com/ Maui Wowi Franchisee CoffeesAndSmoothies.blogspot.com Bitemark.com Conversion rate blog Mindjet Pinsent Masons Outlaw.com

59. Article Directories EzineArticles.com ArticleDashboard.com Buzzle.com WebProNews (internet marketing) IdeaMarketers.com ArticleAlley.com ArticleCube.com

62. Agenda – SMMP (stage 1) Marketing transition 7S framework The beginning of social search Tools and tactics of SMMP Facebook fan marketing Twitter and implications for real time marketing B2B Social Networking Best Practices in Social Media Social Graph Social Relationship Management Industry Adoption & ROI Future implications and where will the jobs come from ?

63. Relationships # Technologies In Saren M. (2006) Marketing Graffati, Butterworth-Heinemann

65. Social Media Concepts

67. Visible Relationships

68. ConnectionsProfiles: The Real Value Of Social Networks by Charlene Li, Forrester, July 2004

69. Popular Social Networking Sites by Country China (420 M) - QQ, Xiaonei (now RenRen), 51, Tencent UK - Facebook, Bebo, MySpace NZ - Facebook, Bebo MySpace USA - Facebook, MySpace, Twitter Korea – Cyworld Japan – Twitter, Mixi.jp (22 M users at 31/10) Germany - Facebook, StudiVZ, MySpace These social networks exclude popular dating sites e.g. Flirtomatic (UK) and loveonline (NZ)

70. Allows employees, consumers, passionate to collate and collaborate Web pages anyone you allow can edit Share best practice and knowledge Empower staff and value their experience

71. TREND Motivation to Blog The Journal of Advertising Research (Huang et al., Dec 2007) identified five major motivations for a blogger to blog: self-expression life documenting commenting forum participating information searching The idea of being able to escape the real world Web-based technologies help to unlock existing human needs

72. Tag Cloud of Paige’s Story About Travel to Paris Created from Daniel Steinbock’sTagCrowd under Creative Commons © 70

74. Notre Dame

75. L'Arc de Triomphe - 248 steps up and 248 steps down...

76. Champs Elysee

77. Jacquemart Museum

78. Louvre Lite

79. Musee D'Orsay

80. Les Invalides, Napoleon's Tomb and the Napoleon Museum

81. Sacre Coeur

82. Monmartre

83. Rodin Museum

84. Pompidou Museum

85. Train to Vernon, bike to Giverny with Fat Tire Bike Tours

86. http://www.fattirebiketoursparis.com/

87. Eiffel Tower+ 1.Gayle + 15." Michael Osman is an American artists living in Paris." "He supplements his income by being a tour guide." I" found out about him on Fodors" "So I engaged Michael for two days." + 2. Paige 14. "They had decide to come to Paris to find the Harley Davidson store so they could buy Harley Paris t-shirts." + 4.”The occasion was my cousin Paige’s 16th” 5. “I am a Canadian and get by in French.” 13."The father stretched out his cupped hands which held all of the pieces they were able to recover, including the memory stick and he very solemnly said, "El muerto...". 9. "I bought a Paris Pratique pocket-sized book at a Metro station. This handy guide has detailed maps of each arrondisement, as well as the metro lines, the bus lines, the RER and the SCNF (trains). I'll never be without this again." 6. "All I can say is WOW! We rented a 2 bedroom, 1 ½ bath apartment (two showers), "Merlot" from ParisPerfect http://www.parisperfect.com/ and boy was it ever perfect! " 12. Unforgettable Memories "This trip had so many memories, but here are a few choice highlights........On our very first night, knowing that the Eiffel Tower light show started at 10:00 p.m.... she [Paige] dropped her camera…down 6 flights…we were stunned…Spanish Family below standing below [with pieces of the camera]” 10."Six months before our trip, I gave Paige a couple of good guide books on Paris and suggested she let me know what her interests were since after all, this was to be her trip." 7. “We had a full view of the Eiffel from our charming little terrace. ....We were within walking distance to two metro stops (Pont d'Alma or Ecole Militaire) " 8. "We were walkable to many good bistros, cafes and bakeries and only a few blocks from the wonderful market street Rue Cler." 71

88. Linguistic Inquiry and Word Count (LIWC)Text Analysis : The Psychological Power of Words 72 Pennebaker, J. W., Francis ME, Booth RJ. (2001). Linguistic Inquiry and Word Count (LIWC): LIWC2001. Mahwah: Lawrence Erlbaum Associates.

89. Iconic Sites & Scenes from Paris Blog Eiffel tour night show The Marais Notre Dame L'Arc de Triomphe - 248 steps up and 248 steps down... Champs Elysee Jacquemart Museum Louvre Lite Musee D'Orsay Les Invalides, Napoleon's Tomb and the Napoleon Museum Sacre Coeur Monmartre Rodin Museum Pompidou Museum Train to Vernon, bike to Giverny with Fat Tire Bike Tours www.fattirebiketoursparis.com/ 73

90. Marketing & Advertising Strategy Implications from Paige’s Story Story told in natural city setting Assume Paris = brand Brand is supporting actor enabling Gayle to achieve her goals of showing Paris to Paige (conscious) and help her coming of age (unconscious) Builds favorable consumer brand relationship: best friendship (Fournier 1998) Show someone Paris: Share experience,teacher-student,”fairy-godmother” or be the tourist guide Use social relationships to sell cities Interpersonal relationships (people travel with people) Near conversational interaction with brand: story is called “I love Paris” 74

92. Upload photos and create a slideshow

93. Use the embed code from the slideshow or follow your blogs rules to embed it on your blog. Use HTML tab in blog form.

94. Optimize photos for the Web via Photoshop or via a Web-based solution(webresizer.com)

96. Canadian Rockies

97. Tiffany Co.

98. LVMH – Louis Vuitton

100. Interview people, have a talk show, do a video blog with commentary, make short films, be creative

101. Embed the video on your blog. Embed code is readily available to the right of your videos on YouTube

102. Username becomes a channel

103. Tag videos with appropriate key terms to help others find your content

106. With a laptop and a Web cam or camcorder connectedyou can easily broadcast live from an event

107. Easy to embed in your blog or Facebook via application

109. Agenda – SMMP (stage 1) Marketing transition 7S framework The beginning of social search Tools and tactics of SMMP Facebook fan marketing Twitter and implications for real time marketing B2B Social Networking Best Practices in Social Media Social Graph Social Relationship Management Industry Adoption & ROI Future implications and where will the jobs come from ?

110. Australian Facebook DemographicsSource:checkfacebook.com – 22/11/10 Country Audience 9,530,800 (1.74% of global)

111. Facebook Pages What would it be like to work with you? News about your business Share your work Share blog posts Specials and events only on Facebook Use your own voice.

112. Posting to Facebook Post events to Facebook : In your Group or Fan page create an event Invite Fans or Facebook friends to attend the event - this engages your community Share the event specific URL via Twitter too (use bit.ly) Take your Twitter/Blog bit.ly URL and share it on Facebook via the “what’s on your mind” status update by Pasting the link

113. Like, Comment & Share The “Like”, “Comment” and “Share” features on Facebook are three good ways to monitor your posts, but more importantly to help spread the word of your events as well as other events that your friends find interesting and relevant. If you don’t want to leave a comment just click on the “like” button If you feel inclined leave a comment. By doing one of these options you are essentially subscribing to any future comments other people may make about this particular posting If you really like the posting and want all of your friends/fans to know about it click on the “share” button.

114. Group Page vs. Fan Page(not the same as new little “groups” unveiled October 2010)

115. Facebook – Main Tabs Wall – mini press releases, announcements Info – static information, Overview, mission, etc. Photos – multiple photo albums Videos You can add custom tabs

116. Facebook Insights Facebook wants your fans to interact with your Page: Wall posts Likes Comments Ask questions of your fans Surveys – polls - input Use a casual approach where appropriate

117. The 12 most annoying types of Facebookers The Let-Me-Tell-You-Every-Detail-of-My-Day Bore The Self-Promoter The Friend-Padder. The Town Crier TMIer (The Much) The Bad Grammarian The Sympathy-Baiter. The Lurker The Crank The Paparazzo The Obscurist The Chronic Inviter

118. Sharing Your Content and InformationDate of Last Revision: October 4, 2010 Statement of Rights and Responsibilities Statement of Rights and Responsibilities Sharing Your Content and InformationYou own all of the content and information you post on Facebook, and you can control how it is shared through your privacy and application settings. In addition: For content that is covered by intellectual property rights, like photos and videos ("IP content"), you specifically give us the following permission, subject to your privacy and application settings: you grant us a non-exclusive, transferable, sub-licensable, royalty-free, worldwide license to use any IP content that you post on or in connection with Facebook ("IP License"). This IP License ends when you delete your IP content or your account unless your content has been shared with others, and they have not deleted it. When you delete IP content, it is deleted in a manner similar to emptying the recycle bin on a computer. However, you understand that removed content may persist in backup copies for a reasonable period of time (but will not be available to others). When you use an application, your content and information is shared with the application. We require applications to respect your privacy, and your agreement with that application will control how the application can use, store, and transfer that content and information. (To learn more about Platform, read our Privacy Policy and About Platform page.) When you publish content or information using the "everyone" setting, it means that you are allowing everyone, including people off of Facebook, to access and use that information, and to associate it with you (i.e., your name and profile picture). We always appreciate your feedback or other suggestions about Facebook, but you understand that we may use them without any obligation to compensate you for them (just as you have no obligation to offer them).

119. Agenda – SMMP (stage 1) Marketing transition 7S framework The beginning of social search Tools and tactics of SMMP Facebook fan marketing Twitter and implications for real time marketing B2B Social Networking Best Practices in Social Media Social Graph Social Relationship Management Industry Adoption & ROI Future implications and where will the jobs come from ?

120. A Look at the Numbers Worldwide visitors approached 10M in Feb 2009, up 700+% vs. Feb 2008 (Comscore) 180 M unique visitors per month( Huffington Post, 30/4/2010) 105,779,710 registered users (ibid) 60+% stopped using Twitter a month after joining (Neilsen Online, via Reuters) Older than you think! 18-24 year olds 12% less likely than average to visit Twitter 25-54 year old crowd is driving this trend 45-54 year olds 36% more likely to visit Twitter, making them the highest indexing age group Next is 25-34 year olds: 30% more likely Twitter rose to over 800,000 users in June 2009, up from 13,000 in 2008** Twitter gets a total of 3 billion requests a day via its API Twitter's search engine receives around 600 million search queries per day. 2007 ~ 5,000 tweets per day 2008, ~ 300,000 tweets per day 2009 ~2.5 million tweets every day End 2009 Tweet growth 1,400% reaching 35 million tweets per day Feb 2010 Twitter sees 50 million tweets created per day or 600 TPS Source :Measuring Tweets, twitter blog, @kevinweil, viewed July 5 2010 <http://blog.twitter.com/2010/02/measuring-tweets.html>. Source: Reuters reporter Alexei Oreskovic. ** comScore study, June 2009 Reported in Marketing Charts, August 17th 2009

121. TWITTER Ambient intelligence A giant “coffee shop” Limited to 140 characters Use Twitter to : post blog updates connect with existing members recruit new members

122. TWITTER BASICS Handle - @soody Follow – who you’re listening to Replies – have a conversation! @ Retweet – RETWEET or RT Avatar – Your picture. Decide Logo or Face Hashtag - #TwOrCo – Twitterers in OC You can create your own hashtag #PUTM

123. DM (Direct Message) Direct messages (DMs) are Twitter’s private messaging channel like Instant Messaging. Tweets appear on your home page under the Direct Messages tab Email notifications turned on, you’ll also get an email message when somebody DMs . DMsdon’t appear in either person’s public timeline or in search results. No one but you can see your DMs. You can send DM only to people who are following you. Conversely, you can receive them only from people you’re following. You can send DMs from the Direct Messages tab by using the pull-down menu to choose a recipient and then typing in your note. To send a DM from your home page, start your message with “d username,” like this: dStephenieHow about next Monday?

124. Finding People to Follow Go to www.search.twitter.com In the advanced search field enter: near:2066 within:25km Replace with your zip code and extend radius if desired The search results include all Tweeters based within your area Click on a user name and their Twitter page will open Click “Follow” Repeat steps as many times over to check users of interest If you find a local Twitter with lots of followers go to their page and click on the pictures on their page of their followers www.tweetva.com to check a Twitter business listing www.wefollow.comand “Enter a Tag” to follow the results Visit pages of people who follow you and check out their followers to see if you want to follow them

125. Now this is word of mouth!

126. This is Negative WOM! Should We Care?

127. Feedback & Complaints Management CustomerService Direct sales via links & Promotions

128. Twitter Tools & Applications CommuterFeed.comusers tweet traffic info TweetDeck TweetStats

129. What Can You Do? How could your business provide “elegant organisation” for your customers and staff with Twitter and themobile phone?

130. Agenda – SMMP (stage 1) Marketing transition 7S framework The beginning of social search Tools and tactics of SMMP Facebook fan marketing Twitter and implications for real time marketing B2B Social Networking Best Practices in Social Media Social Graph Social Relationship Management Industry Adoption & ROI Future implications and where will the jobs come from ?

131. LinkedIn Over 75 million users 1M+ professionals in Australia as of November 2010 Widely used in Financial Services (Sydney, Brisbane & Melbourne) Australian member usage ~ 8 minutes per month

132. Find and recruit staff Create employee groups and pool ideas Create a company profile Network with related professionals Be a Resource Answer Questions as an expert in your field. Provide referrals. Make meaningful connections. Use an Authentic Style in your Profile

133. Guy Kawasaki’s 11 Ways to Use LinkedIn: 1. Increase your visibility 2. Improve your connectability Improve your Google PageRank 4. Enhance your search engine results 5. Perform blind, “reverse,” and company reference checks 6. Increase the relevancy of your job search 7. Make your interview go smoother 8. Gauge the health of a company 9. Gauge the health of an industry 10. Track startups. 11. Ask for advice. (LinkedIn Answers) Source: http://blog.guykawasaki.com/2007/01/ten_ways_to_use.html

135. VOIP-Podcasting-Webinars VOIP Podcasting Webinars Go To Meeting (https://www1.gotomeeting.com) WebEx (www.webex.com) Live Meeting (http://office.microsoft.com/en-au/live-meeting/) Great Web Meetings (www.greatwebmeetings.com) Acrobat Connect Professional/Personal Web Conferencing (www.adobe.com/products/acrobatconnect/)

136. Agenda – SMMP (stage 1) Marketing transition 7S framework The beginning of social search Tools and tactics of SMMP Facebook fan marketing Twitter and implications for real time marketing B2B Social Networking Best Practices in Social Media Social Graph Social Relationship Management Industry Adoption & ROI Future implications and where will the jobs come from ?

137. Best Practices - Sharing Add “Share This” widgets to your website Create your own widgets that or visitors can share on their own sites and pages Share the content of others Share your own content across platforms

138. Best Practices: RSS Make sure your content has an RSS feed Share your RSS feed with site visitors, social network friends Use RSS feeds to help streamline your social media workflow Bloglines Web-based aggregator www.bloglines.com

139. Best Practices: Blogging Pick an interesting voice Maximize outbound links Set outbound links to be opened in a new window Invite and encourage conversation

140. Best Practices: YouTube Get a nonprofit channel Tag your videos with keywords Embed videos in your blog and website Engage commenters

141. Best Practices: Facebook Profiles are for People Get a Page, Get Some Fans Use Groups* for largescale controlled membership Use Events to Generate Attendance Causes: Donations Note: “Groups” # “groups”

142. Best Practices: Twitter 70 – 20 – 10 Engagement Model (Angela Maiers) 70% - Sharing others voices, opinions, and tools 20% - Responding, connecting, collaboration, and co-creating with like-minded Twitter colleagues 10% - Promoting and/or chit-chatting

143. Agenda – SMMP (stage 1) Marketing transition 7S framework The beginning of social search Tools and tactics of SMMP Facebook fan marketing Twitter and implications for real time marketing B2B Social Networking Best Practices in Social Media Social Graph Social Relationship Management Industry Adoption & ROI Future implications and where will the jobs come from ?

144. A New Way of Marketing ? Social Network Marketing 1:1 Marketing ‘All Customers in a network interrelated’ Segment Marketing ‘All Customers are different’ ‘All Customers in a segment the same’ Shotgun Marketing ‘All Customers the same’

145. Giant Global Graph 'll be thinking in the graph. My flights. My friends. Things in my life. My breakfast. What was that? Oh, yogourt, granola, nuts, and fresh fruit, since you ask. Submitted by timbl on Wed, 2007-11-21 http://dig.csail.mit.edu/breadcrumbs/node/215

146. Social Network Representation Primary focus is actors & relationships # actors & attributes Nodes (Actors) connected by Links (Ties/relationship or edge) Links represent flows or transfer material goods or information Adjacency list 1: 2 2: 1, 3 3: 2 1 Graph or sociogram 2 3 Adjacency matrix 1 2 3 0 1 0 1 0 1 0 1 0 1 2 3 Relationship Actors 1 = presence of link 0 = no direct link

150. Key Network Measures Degree Centrality Betweenness Centrality Closeness Centrality Eigenvector Centrality Diana’s Clique krackkite.##h (modified labels) Connector (hub) Vendor Contractor ? Broker Boundary spanners

151. UCINET 6 UCINET IV for DOS is free Grab bag of techniques and procedures Matrix centered view rows & columns - actors cell value - relationship Citation Borgatti, S.P., M.G. Everett, and L.C. Freeman. 1999. UCINET 6.0 Version 1.00. Natick: Analytic Technologies. Network analysis requires: ##h file contains meta data about the network ##d file contains the actual data about the network

152. Useful References UCINET user guide Tutorial Prof Hanneman Network Analysis in Marketing (Webster & Morrison 2004) www.insna.org(international network for social analysis)

153. Data Language (DL) Filetype dl nr = 6, nc = 4 col labels: hook,canyon,silence,rosencrantz data: 0 1 1 0 1 0 1 1 1 1 0 0 dl nr = 6, nc = 4 row labels embedded col labels embedded data: Dian Norm Coach Sam Mon 0 1 1 0 Tue 1 0 1 1 Wed 1 1 0 0 Thu 0 1 0 0 Fri 1 0 1 1 Sat 1 1 0 0

154. Standard Data SetsBorgatti, S.P., Everett, M.G. and Freeman, L.C. 2002. Ucinet 6 for Windows. Harvard: Analytic Technologies. BERNARD & KILLWORTH FRATERNITY interactions among students living in a fraternity at a West Virginia college HAM RADIO radio calls made over a one-month period (voice-activated recording device) OFFICE interactions in a small business office. TECHNICAL CAMP 92 COUNTRIES TRADE DATA DAVIS SOUTHERN CLUB WOMEN observed attendance at women’s club in 1930s FREEMAN'S EIES DATA GAGNON & MACRAE PRISON GALASKIEWICZ'S CEO'S AND CLUBS KAPFERER MINE KAPFERER TAILOR SHOP KNOKE BUREAUCRACIES 10 organizations and two relationships – money & info exchange KRACKHARDT HIGH-TECH MANAGERS KRACKHARDT OFFICE CSS NEWCOMB FRATERNITY PADGETT FLORENTINE FAMILIES READ HIGHLAND TRIBES ROETHLISBERGER & DICKSON BANK WIRING ROOM SAMPSON MONASTERY Experimental and case study of social relationships." Doctoral dissertation, Cornell Univ. SCHWIMMER TARO EXCHANGE STOKMAN-ZIEGLER CORPORATE INTERLOCKS THURMAN OFFICE WOLFE PRIMATES ZACHARY KARATE CLUB

155. NodeXL - Excel 2007 template for viewing and analyzing network graphs www.codeplex.com/NodeXL

156. Agenda – SMMP (stage 1) Marketing transition 7S framework The beginning of social search Tools and tactics of SMMP Facebook fan marketing Twitter and implications for real time marketing B2B Social Networking Best Practices in Social Media Social Graph Social Relationship Management Industry Adoption & ROI Future implications and where will the jobs come from ?

157. How to Commence Identify where social network data and content can/should be integrated e.g. Web site Leverage existing identity and social graphs where your audience hangs, e.g. Facebook Connect Privacy and permission policies and processes aligned with an open strategy

158. OrganisationalView Identify key influencers Maximise budgets Precision targeting Morph “CRM” to “SRM”

159. Social CRM Social Networking Platforms And Online Group Services Member profiles Blog: Collaborative blog Forum discussion Shared calendar Photo galleries Video Gartner Magic Quadrant for Social CRM (June 2010) nouhailler.wordpress.com/2010/10/15/social-networking-platforms-and-online-group-services/

162. Elgg is an open source social networking platform

163. Plugin-in based widgets and additions

164. No coding required if you don’t want to

165. Coding possible if you want to

166. some LAMP knowledge required

167. Profiles, Activity streams, (micro) Blogging, Groups & Discussions, Pages, Photo & Video Gallery…

168. Launching a Social Network Service What is your social object ? Define your verbs Mobile Photos, Videos, Latest Activity, Members, and Events Keywords for discoverability Welcome centre FAQs Moderation e.g. suspend members, own user moderation Kick start with champions/evangelists/passionates Latest activity Giveaways e.g. book from authors/guest visiting library Monitor registrations Members/volunteers as moderators Link to main web site Promote content via email, Twitter & Facebook Share content on Facebook

169. platform facilitates carpooling and carsharing put passengers in touch with drivers – who are free to put a price on the rides they offer 100,000 passengers find rides through Comuto per month traffic has doubled since volcanic eruption in Iceland

172. Agenda – SMMP (stage 1) Marketing transition 7S framework The beginning of social search Tools and tactics of SMMP Facebook fan marketing Twitter and implications for real time marketing B2B Social Networking Best Practices in Social Media Social Graph Social Relationship Management Industry Adoption & ROI Future implications and where will the jobs come from ?

173. A Tale of Two Business Models for Dating

174. Show me the money! Wallflowers (low – or no - engagement in 6 or less channels) Selectives (high engagement in 6 or fewer channels) Butterflies (low engagement in 7 or more channels Mavens (high engagement in 7 or more channels) *Source: Engagement db.com July 2009 Prepared by Wetpaint and Altimeter

175. Dell Joined Twitter in 2007 Has achieved over US$3 million in sales from Twitter followers Multiple accounts Offer special deals with links Tracks conversions with proprietary software

176. Measuring the ROI of Social Media In Social Media, several metrics that can be taken into account: Attention (=traffic) Participation (=comments, ratings, etc.) Authority (=Technorati rating, inbound links, trackbacks) Influence (=subscribers, fans, followers) Sentiment (=largely immeasurable)

177. Potential Goals & Measures

178. Measuring Tips Use URL shorteners like http://bit.ly These services track the number of clicks. If you post a link on multiple social media sites, associate a unique short URL with each site. This can help you to determine variances in your community members across sites. Get addicted to Google Analytics Tracks top referral sites – including social media Number of unique visits Average amount of time per visit Bounce Rate Can help you develop metric benchmarks for envisioning success

179. Metrics

180. Social Learning

181. Social Travel

183. Green shows top 5 tasks weighted on multiple factors (importance, frequency, etc.)Get pictures or imagery of a vacation destination or a local area Research and plan a trip in a foreign country Organize and plan a last minute getaway Share your itinerary with people you know when planning a trip, for coordinating plans and adding to calendars (mobile) Find a condo or home to rent for a vacation

184. Social Media Travel Sites

185. Agenda – SMMP (stage 1) Marketing transition 7S framework The beginning of social search Tools and tactics of SMMP Facebook fan marketing Twitter and implications for real time marketing B2B Social Networking Best Practices in Social Media Social Graph Social Relationship Management Industry Adoption & ROI Future implications and where will the jobs come from ?

186. Social Media Development 2009 2011 2010 Adapted from Altimeter Group

187. TV 3.0 Livestation All your channels in one place Surf and email while you watch Instant, live chat with others watching Livestation Desktop alerts bring you breaking news and Livestation updates Share with friends. Boxee makes it easy for friends to share their favorite movies, TV Shows, and songs with each other, on Boxee or on social networks like Facebook and Twitter.

188. Foursquare 41% of traffic came from Facebook and Twitter (users share) Foursquare announced 275,00 check-ins in one March day (2010) UTS Library Kuring-gai (Lindfield, NSW, Australia) “A free USB car charger for whoever is the Mayor of UTS Library Kuring-gai on the 6th of December! To claim your prize come to the research help desk!” Checkout offers http://foursquare.com/businesses/ Venue ownerchecks real time stats Recentvisitors, frequent, time of check in gender, broadcast to Fb and Twitter * Stats from Hitwise

189. Social Strategy: How do we do it? Strategy, Management, Resources

190. 0.1 0.003 0 5 0.2 1 95 99.8 99

191. Levels of User Engagement Curators Moderate a forum Edit a wiki

192. Community Manager Serve customers through listening and responding to needs vs marketing or advertising. Focus on launching and growing the community through: Invite creators and influencers to become charter members of the community Create evangelists through providing exclusive access to new information, attendance at pre-launch party and have them provide feedback for future initiatives Start community with conversations and have community manager encourage sharing stories of problems, overcoming issues and successes Ensure community can be readily found with links from web sites, blogs and other popular social media. Accelerate community adoption through existing marketing efforts including emails newsletters and create a sense of urgency.

193. Curator Hearts, Keys and Puppetry – Twitter Fairy Tale Neil Gaiman fantasy Writer 124 Contributors over 8 days 10,000 tweets  874 via editorial curation Marie Lenatupot and Tim Stock, What's next for segmentation? Admap Magazine, Feb 2010

196. Video and audio podcasts

197. Photography

198. Press coverage

199. Communities

200. Blogs (company and external)

201. Microblogging (Twitter)

202. External wikis

203. Communities

204. Social Networks

206. Culture

207. Plan for stakeholder/executive buy-in

209. Board members

210. Analysts and other pundits

211. Employees

213. Objectives

214. Focus Areas

215. Strategies

216. Tactics

217. Timing / Owners / Milestones

219. Policy overview

220. Tools training

221. Blog platform (as needed)

222. Twitter

224. Scope of Work

225. Budget

226. Social media policies

228. Microblogs (Twitter, etc) monitoring

230. Banner design

231. Content recommendations/editorial calendar

232. Coaching bloggers

234. Best practices for engagement

235. Monitor

240. Outreach/Introductions

241. Social media releases

243. Recruit panelists/speakers

244. Plan

245. Logistics

246. Campaign design

247. Social media best practices

249. Community development

250. Social Network app dev

251. Video development

252. Event development

253. Social release development

255. Post frequency

256. Comment traffic

257. Links/Trackbacks

258. Technorati/Alexa/Other

259. Anecdotal

261. # of followers (impact)

262. # Quality of followers (reputation)

264. Volume

266. Trends

269. Factiva

270. Backtype

271. Twitter, Tweetdeck, Twhirl, etc.

272. BudUrl, Tweetstats, Grader, etc

273. Google Blog Search & Analytics