U of T march 31 2011

Social Media Marketing
University of Toronto, School of Continuing
Studies
March31, 2011

Debbie Horovitch - DH Partners Media Planning - Twitter: @Debbie_h2o – Facebook - LinkedIn

PLATFORM APPROACH
RECOMMENDATIONS

Where to start? Strategy
 Know your business objectives and
how you will measure success before
investing much time or money
 Specific instructions on how to use
each tool is available by searching
Google with specific questions
◦ Mostly, just look on the site for the “help” ?
◦ Or, ask people on the site how to …


Strategy Determines Tools
 Blog/website
◦ Business Purpose
◦ Who do you want to talk to & why
◦ What do you want to convince them of?
 Facebook
◦ Socializing website with a large audience, many of whom
are entrepreneurs/business owners there for networking
 Twitter
◦ Business networking, sharing site
 LinkedIn
◦ Professional connecting & networking
 Consider the culture of any social networking website
and how your competitors are using it, to determine
your approach


Creating a Humanized Brand

Source: Jay Baer http://www.convinceandconvert.com

Content Gravity
• Your content style will attract
audience of a similar mindset, from
around the web (Google, Twitter,
facebook, etc.)
– Hard sell
– Entertaining / humorous
– Helpful, useful content (instructions)
– Complaining, negative, cynical


Content Gravity: Currency
• Bloggers employ content gravity to
develop an audience that will help
them and their cause spread
– Social media community
• Currency includes:
• comments
• conversations
• ReTweets
• sharing
• growing # of friends / followers
• connecting with important people


Content Gravity: Cause
Marketing
– The “Cause Marketing” community &
social entrepreneurship
• Charity donations significantly down in past
year
• People needing charity help significantly
increased since economic crisis
• Attracts positive people to your content
& encourages sharing of your content,
earning more positive “currency”


Shel Israel: Lethal Generosity
 “The concept that social media is built on
a culture of generosity.

 The people who use social media to give
information, ideas and sometimes money
to the community become the most
influential.

 Lethal generosity is using social media to
screw your competition (sic) to the
benefit of your mutual customer.”

Lethal Generosity
 Molson donated $20,000 to keep TTC
trains running free for 2009 NYE
partygoers as part of their branded
campaign of community responsibility.
 They then invited Labatt’s to join them
in the effort.
 If Labatts declined, would they be supporting
irresponsible drinking?
 If Labatts said yes, would they be following
Molson's thought leadership?


Accessing Blogger Audiences –
Donate Content
• Bloggers want interesting and relevant
content to develop loyal audiences.
• Subject matter sources:
– Comment reaction to corporate activities
• Mass media journalists and authors are blogging and
watching Twitter, so social media chatter can result in
mass media publicity
• High SEO using brand names
– Write blog posts that express their reactions to
news, events, other businesses in their fields
– Relevant blogs they can link to & comment on
(leaving their own trackback/link, improving
Google index)
– Outreach from brands/businesses, asking
blogger to objectively review activity, product or
service

Keys to Consumer Sharing &
UGC
 The more your content includes these key elements,
the more likely the your content will be shared and will
generate audience participation
1. Emotion
◦ Humor
◦ Family, Friends, Pets
◦ Environment
◦ Charity / Social Needs
2. 15 seconds of fame
◦ Recognition within social sphere and beyond
3. Social Currency
◦ Discounts
◦ Coupons
◦ Exclusive access to products, etc


Example of Audience
Participation


Conversation Map
 Conversations / chatter will be
encouraged by campaign activities
◦ NOT linear or controlled by advertiser
◦ Includes encouraging UGC
 Advertiser can “turn the tides” of
conversation sentiment by hosting
conversations within control &
encouraging distribution out to web


CONVERSATION MAP Facebook
Conversations are
controlled by you on
your blog/profiles only
- Encourage the type
of conversation you
want them to post
elsewhere
YouTube
Blog Google

Twitter

Blog: Optimized for Social
Media
 Include links to:
◦ Facebook fan page
◦ Twitter profile
◦ YouTube videos
And reasons why they want to continue to connect
on other platform
 “Facebook Connect” developer app is TWO
SIMPLE LINES OF CODE that allows anyone
who interacts with your site to share it to
facebook
 Include on your blog applications that
automatically display the feed of (and links to)
Twitter conversations
 YouTube channel feed on blog or in posts

Social Media TAKES TIME
Tonight is just one of many
conversations you will have in your life
that touches on social media
 in the future, you can be the most
knowledgeable person on your subject
matter of choice
◦ Your friends in social media will help you
(keep you informed, send you suggested
links), as you help them


Making the Most of Your (Tiny!)
Facebook Ad Budget
Debbie Horovitch
@Debbie_h2o
#pcto11 #CMChat
Intern: @BLOGATRON


Two Points:
 Currently, you can use the Facebook
Self-Serve Ad Manager to research
market sizes and plan marketing
expenses, with no cost.
 On Facebook CPC (Cost-Per-Click)
campaigns you can use the system itself
to optimize your campaign to the most
cost-efficient and best performing ad.
◦ Test ad messages & creative with FAST
results, before committing to a newspaper or
magazine ad that can’t be changed.
◦ Optimize your investment – achieve the
highest CTR’s (Click-Through-Rates) =
lowest cost per click

Please join a new Tweetchat
For & About Community Managers
#CMChat
Sunday March 6th, 2011 7:30 – 8:30pm
Debbie Horovitch @Debbie_h2o
Friend request me on Facebook
Connect to me on LinkedIn
Intern: @BLOGATRON


Longtail of digital
communications
 Social media conversations last
forever
◦ Keep it nice!
◦ Present yourself as helpful, interested,
interesting & good to know in real life


Facebook
 Fall 2009: Facebook has achieved
Canadian critical mass:
◦ 1,469,000 18+ within 50 miles of
Toronto
◦ 581,920 18+ within 50 miles of
Vancouver
 Spring 2010:
◦ 1,429,240 18+ within 50 miles of
Toronto
◦ 613,030 18+ within 50 miles of
Vancouver

Facebook Strategy
 Engage audiences & encourage
interaction/sharing though multiple
touch points:
◦ general fan page
 Engage audiences on fan page with Keys of
Viral
◦ Advertising campaign on facebook
 Engagement ads are on right side of HOME
page (most traffic)
 Performance ads are on right side of profile,
etc. pages

Why people “Like” a Brand on
Facebook
Based on its study of 1,500 Facebook users, ExactTargetconcluded that 38% of online U.S.
consumers “Like” (formerly “Fan”) a brand on the social networking site. And the average fan
Likes nine different brands, giving you plenty of opportunity to find your way into potential
customers’ news feeds.

Here’s the breakdown of why users might “Like” your brand, illustrated by the percentage of
respondents who said that they use Facebook for the listed activity:
 40% to receive discounts and promotions
 39% to show my support for the company to others
 36% to get a “freebie”
 34% to stay informed about the activities of the company
 33% to get updates on future products
 30% to get updates on upcoming sales
 29% for fun or entertainment
 25% to get access to exclusive content
 22% someone recommended it to me
 21% to learn more about the company
 13% for education about company topics
 13% to interact

65% of Facebook users only access the site when they’re not at work or school – typically
meaning early morning or evening. That means that if you’re making social media only a part
Source: a 9 to 5 work be online.might be missing out on connecting withresearch during the times
of Exact Target you
they’re likely to
day, “Subscribers, Fans & Followers consumers series”

http://email.exacttarget.com Planning
Debbie Horovitch - DH Partners Media - Twitter: @Debbie_h2o – Facebook - LinkedIn

Facebook fan page:
Interaction
 Engage fans:
◦ Reward them for regularly returning by:
 Announcing upcoming events exclusively to fb
fans
 Creating mini-events just on facebook
 Asking questions that include “keys of viral
sharing”
◦ Ask for the fb fan’s help:
 Help us select the winners
 Post voting options on facebook page with link to blog
to vote
◦ Follow up: Post winners & winning entries
selected on blog to fb fan page

Facebook ad campaign
 Can be done for less than $10 up to
$100,000+
 Select target by:
◦ geography, demographics
◦ passions, hobbies
◦ Fan page/group participation, or profile
favourites
 Oprah Winfrey
 Mad Men
 The View
 Ellen Degeneres
 True Blood

Twitter
 Audience is small, but active & growing
rapidly – they are characterized as tech,
mobile & social media influencers
 URL Shorteners
◦ What appears to be malicious links to new
users is actually one of the most important
tools
◦ Blog posts and video, MP3’s, etc produce
long URLS that need to be shortened to fit
Twitter’s 140 character/Tweet limit
 http://bit.ly/ most common, Twitter’s default
shortener
 Tracks CTRs of bit.ly URLs clicked from around the web
 Place in hyperlinks anywhere on email, documents,
Debbie Horovitch - DH Partners Media Planning - Twitter: @Debbie_h2o – Facebook - LinkedIn web

Twitter
 Strategy is to capitalize on Twitter’s:
 Culture of generosity
 Most active users
 tweet, blog, ReTweet about you & your content
 Facebook status update application
 Automatically update fb status with Tweets

to grow your following and achieve
your business or personal objectives


Twitter: Setup
 Twitter account attached to 1 email
address
 Can change username/ID, but
becomes recognizable, so limit
change frequency
◦ Change/adjust during periods in between
◦ An unused username can be taken by
anyone
 Avatar/Icon picture can be changed,
but also becomes instantly

Twitter: Interaction
 Tweets:
◦ Conversational
◦ Often
◦ Include hashtag, so classic users can can
identify and isolate #campaign
conversations
◦ Include links to TwitPics, YouTube videos
◦ Participate in FollowFriday #FF:
recommend others and help them grow
their following

Twitter: Interaction
 Engage users directly by addressing
their @name (especially when
ReTweeting their #campaign content)
 It’s OK to send some repetitive
content – only the followers who are
watching the stream at the time you
Tweet will see it, unless:
◦ Includes @username
◦ They are following your updates on
mobile

What to measure?
• Facebook fan page fans, ad
campaign metrics
• Twitter chat
• search mentions of @comapny or #campaign
• Track RT’s and note their audience
• Blog mentions/links – Google alerts
• Media mentions


Length of Sales Cycle
Repeat Customers
Customer Retention Rate
New Leads
Referrals
Transaction Value
Customer Lifetime Value
Conversions (subscribers to sales
Website purchases
Organic search > sales
% of converted leads (offline vs.

Shorter Issue Resolution Time
% of issues resolved online vs.
offline
Decrease in support calls
Recruiting costs
Training costs
% of Account Turnover
Overhead Costs of Communication
Viable Community-Driven Innovation
Concept-to-Development Cycle

Brand Loyalty
Sentiment
Share of Conversation
Frequency of Mentions
Net Promoter Score
Subscribers
Engagement Levels
Inbound Links
Votes, Tags, Bookmarks
Fans, Followers, Group

Mobile App’s: Foursquare
 Important for business community
engagement, branding, driving retail?
 Game element  some people like it!


Mobile App’s: Gowalla
 Not nearly as large population
 Superior tech like Beta vs. VHS?


Virtually everyone participates
• 400 million users on Facebook
– Largest online photo gallery existing
• 75 million+ users on Twitter
– Fastest news from around the world, to your palm
– Phenomenally fast growth during Spring 2009
– Users access from computer or mobile via text or web
• 75 million+ LinkedIn users
• 150 million+ blogs published
• 75 million+ videos on YouTube, with over 2.5
billion views per month

+ indicates a growing & evolving population – figures as of Fall 2009; current
population reports available online


Traditional Media are Getting
Into Social Media Publishing,
Too


CBC’s
Being
Erica


Twitterville
• ShelIsreal published his book “Twitterville” in
Fall 2009, named after the phenomenon of
creating your own worldwide community of
people who share your interests NOW.
You can engage your Twitterville anywhere,
anytime.
• Conversations and content are open to
worldwide audiences (even if intended for
local target), defined by their shared passion
for the niche content/subject matter
– Audience development/growth (especially for
niche subjects) supported by Google indexing all
publishing platforms to return relevant search
results

Broad or Niche Content Subject?

• Broad subject matter can draw a
very large and varied audience
(demographics/psychographics)
– Celebrity
– News
– But it is a highly competitive
marketplace and many have already
established their brands to the level
of mass adoption

Broad or Niche Content
Subject?
• Niche subjects create a smaller,
powerful community of people globally
who share interest in subject matter
and may be looking to purchase right
now
– A very successful niche campaign is
measured less by quantity of
impressions/interactions/experiences (they
are a much smaller group) and more by the
business results they achieve
• Social media chatter & mass media publicity
• Conversion of comment/chatter sentiment by
Debbie Horovitch - DH Partners Media Planning - Twitter: @Debbie_h2o – Facebook - LinkedIn %

Who talks the most
• Majority of social media activity is
created by a small percentage of
platform participants
• Bloggers – citizen journalists, publish to
their blogs and promote blog on social
media
• Traditional media broadcasters, publishers,
journalists, talent, celebrities
• Twitter (despite low overall penetration) –
the people on Twitter who are active users
are generally very active & connected
elsewhere

Who talks the most
• Bloggers want to rely on more than
just Google search results to
promote their content, so they use
social networking sites
– Their niche content defines their
audience and each community by
similar interests & subject
• Twitter, facebook, LinkedIn, YouTube
• DIGG, Delicious, StumbleUpon
• Mobile apps

Turning the Tides of Web 2.0 Conversations

SOCIAL MEDIA
CONCERNS

Public Customer Service
 If you do something (offline or online)
that
◦ angers people
◦ or impresses people
◦ or intrigues people
… they will discuss it online; share
experiences with their community –
honest, unedited
◦ Blogs
◦ Facebook
◦ Twitter
◦ YouTube

Addressing Negative Viral/PR
Crisis response has changed from
“announcement” to “conversation”
Source: www.Davidhenderson.com
Address the issue early, in the social
media sphere – your responses will be
RT’d and blogged about, contribute to
changing the perception of corporate
dedication to
 Relevance
 Openness
 Transparency
 Accuracy

RESPOND TO ONLINE FEEDBACK & CS COMPLAINTS ONLINE:
UNITED BREAKS GUITARS
3.2 million viewers in 10 days
Source: www.Mashable.com
United has not publicly
addressed or demonstrated a
dedication to resolve the
complaint (in social media), so
it continues to appear
uninterested in achieving a
resolution.

Negative PR in SM can be
mitigated by showing mass
audiences in SM the
corporate dedication to CS.

DO NOT CREATE ONLINE VIRAL NEGATIVITY UNNECESSARILY:
KETCHUM VP / FEDEX CLIENT
Inappropriate:
Ketchum VP, upon visit to
FedEx HO city, Tweets
disparaging comment about the
town.

FedEx was rightly angered by
the comments, but made the
entire conversation go viral by
publically responding and
“slapping” the VP.

Source:
www.davidhenderson.com

Comcast Cares


Rogers Twitter CS


Richard@Dell


Thank You

DEBBIE HOROVITCH
DH PARTNERS MEDIA PLANNING
TWITTER: @DEBBIE_H2O
FACEBOOK
LINKEDIN
DEBBIE@DHPTORONTO.COM
416-276-8927

U of T march 31 2011

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