Social media is influencing customer decisions and marketing budgets are integrating social media. This presentation provides best practices for startups to build a social media presence, including defining goals, listening to conversations, choosing social channels, creating content, and measuring success. Case studies demonstrate how companies are using social media for marketing, customer support, and product development. Measurement tools are discussed to track social actions and sentiment.

1. Social Media for Startups November 3, 2010 Presented by: Andy Boyer and the social3i team

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. 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, it is possible that some information is not accurately attributed. We apologize for any errors, and are not making 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 andy@social3i.com

4. We provide Large-scale brand analysis, audience research and social marketing programs for major global brands and mid-sized companies.

5. Background with RealNetworks, Publicis, Microsoft, Photoworks, venture-backed startups, non-profits, and minor league baseball.

6. Join us:

7. www.Social3i.com

8. Twitter: @social3i

10. Key terms, the players, and success stories

11. Best Practices:

12. How companies are building and managing their reputation through social networking sites

13. Content Development:

14. The role of blogs (your own and outsiders’), Facebook and Twitter in spreading news about your organization

15. Why and how to put together your own audio/video content and build an audience for it

16. Measuring Success:

18. The Social Web is influencing customer decisions Data: Nielsen Research / Comscore Media Metrix 2009

19. Marketing Budgets are Integrating Social

20. The Mainstream Has Adopted Twitter

21. News 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 frontpage until 4:00 pm Page 9

22. Consumers want to say hi 13,000,000+ Fans!

23. Content moves from Social to mainstream

24. Content moves from Social to mainstream

25. Content moves from Social to mainstream

26. You can mine social for cultural memes

27. You can mine social for cultural memes

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

29. The Face of the New Internet is Social

30. The Social Media Heavyhitters

31. The Social Media Heavyhitters

32. Section 2: Best Practices Part 1: Building a Foundation

33. Basic Logos We Need to Know Facebook Twitter YouTube LinkedIn Wordpress Blogger Wikipedia Foursquare MySpace Flickr

35. Segmenting the Channels(The Brian Solis Flower)

36. Choose where to focus efforts Your Startup

37. Social Spans Across the Company Marketing Best Practice: Understand what is being said about your brand, leverage data to improve traditional marketing efforts Sales Best Practice: Understand where to find more leads, and who influences your core audiences Research Best Practice: Crowdsource ideas faster and fill out missing pieces of data from traditional research Customer Service Best Practice: Understand what issues customers are having, and where those customers are going for solutions.

38. Building a Presence is a Process Influence Integrate Melding social into your overall marketing program Interact Enagaging with fans, followers, press, analysts and critics Interest Basic benchmarking, auditing and listening to conversation about your brand, customers & products Ignore Develop marketing and business plans without benefit of any data or insights generated on the social web about you or competitors

39. Section 2: Best Practices Part 2: Case Studies - From Theory to Practice

40. Resources for the eIQ:

41. Benchmark: Starbucks Integrated Social Campaign

42. Benchmark: Starbucks Integrated Social Campaign

43. Benchmark: Starbucks Integrated Social Campaign

44. Small Bsiness Integrated Social Campaign - TeatroZinzanni

45. Opportunity: Customer Support

46. Opportunity: Customer Support

47. Opportunity: Customer Support

48. Opportunity: Product Development

49. Opportunity: Promotion - Coca-Cola Happiness Machine

50. Opportunity: Advertising and Promotion

51. Opportunity: Advertising and Promotion

52. Small Business Awareness – Common Craft

53. Startup Promotion: Naked Pizza

55. Naked Pizza has annually revenues of over 1 Million and has a significant twitter presence

56. The CEO posts up to 15 times a day and said his company is now posting as well and primarily using Twitter to market to an area with a 3 mile radius of their stores.http://twitter.com/NakedPizza

57. Small Business Awareness - Blendtec:

58. Small Business Awareness – Blendtec: Channel Views: 5,647,785 Total Upload Views: 138,247,121 Joined: October 30, 2006 #33 - Most Subscribed (All Time) - Directors#64 - Most Viewed (All Time) - Directors Page 44

59. BaconSalt’s Integrated Campaign Page 45

60. Oh, and Don’t Forget the Taco Trucks….

61. Local Business Retention - The Met Grill

62. Local – The Met Grill

63. Foursquare Tutorial Copyright Flair Media on Slideshare: http://www.slideshare.net/KarynCooks/jumping-in-to-foursquare-reviewing-locationbased-platforms-for-business

64. Section 3: Content Development / Integrating Social Into Your Marketing Plan

65. 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

66. Why you need to be honest…

67. Our Social Media Checklist(One Blueprint, not necessarily the DEFINITIVE Blueprint) Define Goals and Targets. Start listening to the conversations Determine your budget – time and money. Evaluate internal staffing options. Evaluate your available content. Choose your social brand. / Decide upon an identity. Set up a dedicated email address Lock down your urls and hide pages. Build an editorial calendar. Keep pages hidden and load content into the channels. Go live. Engage. Engage. Engage.

69. Who do we want to reach?

71. What are they saying?

72. What information do they need?

73. How can we be helpful?

74. Can I afford to spend $10-100/mo to get all this data?

76. 4. What are my staffing options?

77. 5. Evaluate your available content

78. Note: Develop Internal Best Practices Documents Example: Best Practices for Company Blogging Tip #1. Recruit multiple bloggers Effective blogs are updated frequently. But many small marketing teams struggle to find the time to continually feed the beast. Having multiple contributors ensures your blog will be a compilation of multiple viewpoints and relevant expertise that attracts a variety of readers. Tip Tip #2. Enforce regular posting Maintaining a consistent schedule is essential to a successful blogging strategy. Get the CEO on board. Tip #3. Share metrics and reward success Run internal contests to single out the blogger whose post was shared the most. Shares the metrics from the team’s blogging and social efforts to show the rest of the company how important their contributions are. Source: Marketing Sherpa

79. Note: Decide What will you share with the communityEloqua on Slideshare.net Page 60

81. After 20 days, a YouTube video has had 75% of its total views.

82. 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 viewshttp://www.businessinsider.com/chart-of-the-day-the-lifecycle-of-a-youtube-video-2010-5#ixzz0vSdScBK1

83. 9. Build Editorial Calendar

84. Supporting Tools for Execution

85. Facebook Apps - Involver

86. Facebook Apps - North Social

87. Blogging

88. Twitter Tools – CoTweet

89. Twitter Tools – TweetDeck (Also Hootsuite, Seesmic)

90. Url Shorteners – Bit.ly (Goo.gl , ow.ly , etc…)

91. Listening and Discovery Toolwww.Paper.li

93. Keeps stats on each of your channels that allows you to measure historically.

94. Limited plans are free and then paid plans offer increased reporting and site upload options.

95. http://www.tubemogul.comPage 71

96. DandyID

97. Ping.fm

98. Measurement Tools

99. How to Build Measurement Best Practices First rule of Analytics = If you are in a hurry…slow down…and make sure you are asking the right questions. Social Monitoring Tools Second rule of Analytics = Make sure everyone in the organization is “on board” with performing S.M.A.R.T. measurement Human Powered Analysis “I see a lot of peoples time get “chewed up” in Cycles where they have no time to do anything but reporting. One of the things about analysis is it takes some pretty detailed, focused time where you can sit in front of a computer and really work with the tool and work with the data. “ - Gary Angel, President Semphonic Third rule of Analytics = Put tools in there place. Reliance on tools, is a rookie mistake and often fuels analysis paralysis…

101. Social brand mentions

102. Tweets/Blog entries

104. Real-time data can be configured to listen and respond to UGC posts as they happen.

105. Tracks established social media KPI’s (volume, engagement and sentiment) with automated workflow tools to turn this data into action.

107. Scoring of sentiment in twitter has known defects* that have yet to be addressed in the latest version of this tool

109. Dashboard built for analysts to do both qualitative and quantitative analysis.

110. Customizable sentiment dictionary allows for the most accurate sentiment tracking of all NLP based tracking tools.

112. Workflow tools are complicated to configure

114. Excellent video capture data

115. Email reporting capabilities are good.

118. Dashboard built for quantitative analysis.

119. Email reporting capabilities are good.

121. Workflow does not empower engagement

123. widget based tools can organize, filter and present large amounts of data quickly

125. Free tools do not provide deep analytical capabilities

127. In Class – Setting Up Your Blog

128. In Class – Setting Up Your Blog

129. In Class - Setting Up Twitter

130. In Class – Setting Up Twitter Background

131. In class – Setting up YouTube

132. In Class – Customizing Facebook Tabs

133. In Class – Customizing Facebook Tabs

134. Section 4: Measurement, aka, the ROI Argument

135. Contact Info

136. social3i Management Bios Andy Boyer Integrated Marketing Strategy & Planning Andy Boyer 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. As Co-Founder of social3i, Andy develops holistic social media programs that are integrated into overall marketing efforts. Twitter: @aboyerLinkedin: Add Andy to your networkE-mail: andy@social3i.com Xavier Jimenez Integrated 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: @xjimenezLinkedin: Add Xavier to your networkE-mail: xavier@social3i.com Colin Lamont Integrated 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 networkE-mail: Colin@social3i.com

137. Thank You Web: http://www.social3i.com Blog: http://social3i.blogspot.com Twitter: @social3i