Social Media Marketing Practice - Teaser for Universität Hamburg

1. Social Media Marketing Practice –A Teaser 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 scuzzy55 GeektoidMangala suresh.sood@uts.edu.au http://www.slideshare.net/ssood/virtual-teaser 1

2. Agenda What makes social media marketing different ? Storytelling, social vocabulary and brand attributes Social listening words and brand monitoring Depth blog analysis and psychological State New way of marketing using social networking analysis Launching a social network service Sustainability and emerging services Community Manager New generation of social platforms -aggregation of social stats The opportunity of social commerce

3. 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 3

4. 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’ 4

6. 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 6

9. …Blogs are like conversations with friends. You share what you feel and what excites you about certain things. It's almost as good as being there. The fact that others can Google your topic and read is like tuning into a television station. We all want to know what's out there. Who's doing what, shopping where and what products help others. Blogs are just another way to share all the great things, not so great things and just a part of who we are. An outlet if you will. The blogisphere community is all connect and we make contacts in many ways. Through posts, through twitter conversations, through smaller nit community's, live web casts, and through conferences that we met in person. We make many friends and help each other with lot of topics. Many of us are Mom bloggers who stay at home and have no way of making new friends or communicating with others until we found blogging. Blogging creates friendships and that's what makes us real and connected. 40 year old Mom blogger “nightowlmama” (#260)

10. 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 10

11. Theory and Research on Consumers’ Reports of Interactions with Brands and Experiencing Primal Forces, Suresh Sood, 2010

12. Storytelling, Social Vocabulary and Brand Attributes Brands (concepts) and Spreading Activation Model (Collins & Loftus 1975) In social the brand attributes are what others write and retell in stories and conversations to existing customers and future prospects What vocabulary do others use to describe your business in stories or convresations? What do others discuss about your skills and knowledge (Vargo and Lusch) ? Tools for vocabulary development Google Insights for Search WordnetLexical Database ((wordnet.princeton.edu/) Hashtags

13. Canada 13

14. LVMH 14

15. Blendtech & Old Spice 700,884 Susan Boyle 62,169,017 “United Breaks Guitars” 10,177,221 Old Spice The Man Your Man Could Smell Like 30,796,471 ** views current as at 25 March 2011

16. User generated video reviews and strategic advertising elements

17. Social Listening Word List- Baby Goods TommeeTippee Baby soothers Baby dummies Comforters babies Baby bowls Baby spoons Baby bath toys Baby nail clippers Happy baby Avent Mam baby Nuby Heinz baby Philips avent Tommeetippee Australia Parenting Infant feeding Comforters Happy baby dummies Discovera Explora Breast feeding Breast pumps Sippy cups Electric breast pump Teethers Baby monitors Baby bottles

18. First Step Monitoring [Brand] Conversations & Tips Starting point is vocabulary /key words for listening Social Media Dashboard All social media sources relating to brand Comprehensive Google Alerts RSS technologies Mashups (e.g. YouTube, Flickr, Twitter, Nielsen, Google ) Weak Signals Twitter early warning in advance of blogging Use Twitter Search to follow hashtags and keywords in Twitter streams Rapid deployment dashboards Google feed reader with relevant blogs and new feeds Netvibes Addictomatic Googlespreadsheet Paper Li 18

19. Potential Listening Sources for Dashboard http://rss.quoka.de/newestads.php

20. Tag Cloud of Paige’s Story About Travel to Paris Created from Daniel Steinbock’sTagCrowd under Creative Commons © 20 20

21. 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/ 21

23. Notre Dame

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

25. Champs Elysee

26. Jacquemart Museum

27. Louvre Lite

28. Musee D'Orsay

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

30. Sacre Coeur

31. Monmartre

32. Rodin Museum

33. Pompidou Museum

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

35. http://www.fattirebiketoursparis.com/

36. 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." 22

37. Linguistic Inquiry and Word Count (LIWC)Text Analysis : The Psychological Power of Words Pennebaker, J. W., Francis ME, Booth RJ. (2001). Linguistic Inquiry and Word Count (LIWC): LIWC2001. Mahwah: Lawrence Erlbaum Associates. 23

38. Analysis of Unstructured Text and Mental Characteristics Tag Clouds Wordle Tagexdo Tagcrowd Linguistic Inquiry and Word Count (LIWC) originally developed at the University of Texas at Austin and the Auckland Medical School in New Zealand. Analyze words (www.analyzewords.com/) use the analysis dimensions: Emotional Sociable Depressed Happy Anger Worried Social Plugged-in Personable Arrogant Spacey Cognitive Analytic Sensory In-the-moment TweetPsych (tweetpsych.com) uses both LIWC and RID (Regressive Imagery Dictionary) 24

39. Social Gesture @ Block Bookmark Check-in (Foursquare) Comments #tags (Un)Follow Like (Facebook) Share Pokes Retweet Reblog Status update (Un)Subscribe 25

40. Marketing & Advertising Strategy Implications from Story of Paige 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 Paige 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” 26

41. Launching a Social Network Service What is your social object ? Define your vocabulary 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 27

42. Purpose Motive Linux-Apache-Wikipedia Drive #1: Eat when we’re hungry. Drink when we’re thirsty. Etc. Drive #2: Respond to rewards and punishments in our environment. Drive #3: We do things because they’re interesting and because they’re engaging and because they’re the right things to do and because they contribute to the world. (!!!) “Our Third Drive, intrinsic motivation, is the most powerful.” Drive: The Surprising Truth About What Motivates Us, Daniel Pink, Riverhead 2009

43. The largest funding platform for creative projects in the world

45. Community Manager Fulfills customer requirements through listening and responding to needs Focus on launching and growing the community through: Inviting creators and influencers to become early members of the community Create evangelists through providing exclusive access to new information and have them provide early feedback for future initiatives Start community with conversations and encourage the sharing of stories of problems, overcoming issues and successes Ensure community readily finds assets in popular social media Accelerate community adoption through marketing efforts inclusive of direct emails, responding to social postings Makes explicit requests for likes and comments 31

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47. TwentyFeet – Aggregation of Social Stats Twitter Reputation indicators Conversations Following analysis Lists More details Facebook User's friends or Page's fans User's conversations YouTube Key Performance Indicators Videos and Subscribers Ratings Viewers – Gender Viewers – Age Viewers – Location bit.ly dashboard Key Performance Indicators Referrers Targets Google Analytics dashboard

49. The Opportunity of Social Commerce “…the next generation of ecommerce: integrated experiences that leverage the store, the web, and mobile, with social identity being the glue. We are at an inflection point in the development of retailing. Social media and the mobile phone will have as profound an effect on the trajectory of retail in the early years of the 21st century as did the development of highways in the early part of the 20th century…” AnandRajaraman(Co-Founder @Walmart Labs), May 3 , 2011, http://anand.typepad.com/datawocky/