KLSMMPday1

Social Media Marketing Practice

suresh "frequent reader"
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
Geektoid Mangala

suresh.sood@uts.edu.au
http://www.slideshare.net/ssood/KLSMMP

21st Century Applicability of The Anthropomorphy of Destination
the Interaction Model: Does Brands : Building the Emotional Link with
Pervasiveness Of Social Consumers through Film and Social
Media In B2B Marketing Media, November 2010
Increase Business
Dependency On The
Interaction Model?
Special Issue on: "Uncovering
Nonconscious Meanings and
Motivations in the Stories Tourists
Tell of Trip and Destination
Experiences‖ Guest Editors:

The Death of Social Media in Start-Up
Companies and the Rise of S-Commerce:
Convergence of E-Commerce, Complexity and
Social Media

http://www.sustainabletourismonline.com/52/sales-and-distribution/
global-tourism-and-travel-distribution-changes-impacts-and-opportunity-for-australian-tourism

Agenda – SMMP (stage 1)

1. Marketing transition for 2012
2. Social Search
3. Tools and tactics of SMMP
4. Facebook fan marketing
5. Google Plus
6. Twitter and implications for real time marketing
7. B2B Social Networking (LinkedIn)
8. Best Practices in Social Media
9. Social Graph
10. Social Customer Relationship Management
11. Location Based Platforms
12. Future implications and where will the jobs come from ?

5

IP TV & Mobile - 2014
Connected TV Shipments to Grow at CAGR of 58 Percent through 2014 with the
Asia-Pacific region is the driving force, with CAGR of over 60% and representing
almost half of global shipments by 2014.

Gross transaction value of mobile payments in Asia Pacific to
rise to $316 billion in 2014. According to forecasts, the combined
global market for mobile payments is expected to exceed US$1
trillion by 2014, with over one billion users in that year.

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.

“Wearable computers” Project Glass prototype
Travel or Event Substitution a Reality
• Google prototype is a motion-sensitive headset integrating GPS
capabilities, Siri-style voice command and a camera
• Device available to consumers ~ 2014
• Wearables open a new front in the platform war with competitors ( e.g.
Apple and Facebook) disrupting the vast global eyeglasses marketworth
$96bn by 2015.
• Simplification of video-conferencing in work or home
• Prescription glasses benefit from instant focus-switching capabilities and
opticians gain a stream of real-time data from patients

Source: Google+

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

8

The Content is the Audience
In speaking about the mass media of the day, McLuhan stated
―the content is the audience.‖

It’s an amazingly prescient statement. While the mass media most prominent in
McLuhan’s time incorporated a one-to-many broadcast model, he understood that
ultimately it was still up to each audience member to control their intake of that
media, and to contextualize it in a way that made sense in their own world view.
Facebook and the like simply extend this natural capability that media in general
(and the people who consume media) have.

Social media explicitly take the one-to-many and make it many-to-many. The
content of social environments is the same as the content of a house party, or a
coffee shop. They are about you. In fact, ALL media have ALWAYS been about
you — they are about what you choose to pay attention to how you make sense of
it in your life.

McLuhan saw that half a century ago. Others are still figuring it out.

Source: http://mediadriving.com/2009/01/26/what-marshall-mcluhan-knew-about-social-media-that-
technology-experts-today-dont/
9

Rules of the new marketing (SMMP) using social media

1. Authenticity
2. Advocacy
3. Marketing is real time conversations and feedback
4. Brand is the conversations

The benefits of social media marketing practice

brand equity Social commerce
build enduring and intimate brand accountable commercial outcomes
relationships

Social
media
marketing

knowledge management research & development
generate, aggregate, disseminate organisational generate ideas, develop insights,
knowledge test strategies

11

…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)
13

Facebook or Twitter ? The Psychology of You
• Survey 300 people online 70% Europe and others from N. America and Asia
• 207 women 18 – 63
• Personality based around "Big Five” factors
• Personality explains 10-20% way participants use the sites. Other factors e.g.
intelligence and motivation big influence
• People who used Facebook mostly for socialising tended to score more highly on
sociability and neuroticism (consistent with past research suggesting that shy
people use the site to forge social ties and combat loneliness).
• Twitter correlated with higher sociability and openness (but not neuroticism) and
with lower scores on conscientiousness.
• Social Twitter usage more as a form of social procrastination
• overall preference for Twitter or Facebook?
– need for cognition" tended to prefer Twitter
– higher scorers in sociability, neuroticism and extraversion tended to prefer Facebook
• Facebook is the more social of the two social networking sites, whereas Twitter is
more about sharing and exchanging information.
Source: Hughes, D., Rowe, M., Batey, M., and Lee, A. (2012). A tale of two sites: Twitter vs. Facebook and the
personality predictors of social media usage. Computers in Human Behavior, 28 (2), 561-569

―…According to the spreading activation
model of Collins and Loftus (1975), the
concepts (or brands in this case) are
represented in memory as nodes…‖

―Most of what we know we don’t know we know. It usually seems that we
consciously will our actions, but this is an illusion‖ (Wenger, Daniel 2002)

15

Spreading Activation of “Sporty” Car

BMW VW R32
135i German

fun to
drive
impressive Sporty all-wheel
acceleration drive
Cars

excellent
Subaru handling Chevy
Impreza Cobalt SS
WRX

Baumgartner, H (2011)

Archetypes, Story Gists, and Brand Examples
Archetype Story Gist Brand Examples
(not from consumer perspective)
Ultimate Strength When an obstacle is there, it must be overcome, Timex— “It takes a licking and keeps ticking.
strength must be proven in use.
The Siren Power of attraction, linked with the possibility of Allure by Chanel; Envy by Gucci
destruction
The Hero Fortitude, courage, and victory; a journey and Michael Jordan and Nike shoes; Joe DiMaggio
transformation and Mr. Coffee; Power Puff Girls; Forrest Gump
The Anti-Hero Universal message of destruction and attraction Heavy metal icons; Howard Stern; Jerry Springer;
of evil; the bad dude Oakland Raiders; Che Guevara; Harley-Davidson
The Creator Creative inspiration and the potency of Coca Cola—the real thing; Walt Disney; Kleenex
imagination; originality; authentic
The Change Master Transformation, self-improvement and self- Curves—workout stores for women; Gillette’s
mastery Mach 2 Razor; Porsche 911
The Powerbroker Authority, influence and domination—the world’s CNN; E.F. Hutton; Bill Gates; Microsoft
leading -….; the best …; number one
The Wise Old Man Experience, advice and heritage; staying the test Levi’s; Obi-Wan Kenobi
of time
The Loyalist Trust, loyalty and reassurance Coca Cola and “Mean” Joe Green with boy of 12
TV commercial; I Love Lucy; Friends TV sitcom
The Mother of Goodness Purity, nourishment, and motherly warmth Just Juice; Ivory Soap; Tropicana Orange Juice;
Aunt Jemima; Fairy Godmother; Witch of the
East; Snow White
The Little Trickster Humor, non-conformity, and the element of Dennis the Menace; Bart Simpson; Pee-Wee’s Big
surprise Adventure; SpongeBob SquarePants
The Enigma Mystery, suspense, and uncertainty Zorro; Abercrombie and Fitch; Star Trek

Source: Developed in part from several chapters in Weretime (2002).

3

6
A
£ 1000 £ 150
2
4 5

7

Textualizing the Contexts
1. Pollee shopping in store at Beauchamp Place and
1 spots a Versace coat on sale for very low price that
she is able to try-on because no anti-theft device 8
is attached to the coat; Versace’s image sits on top
of Pollee’s head.
2. After buying coat, Pollee goes to Rigby & Peller
and buys luxury-sexy lingerie.
3. Pollee calls boyfriend and buys takeaway food to 9
take to his place.
4. Pollee stops at loo and transforms in to a Siren by…
5. Taking-off dress and wearing only coat with lingerie
to surprise boyfriend.
6. Pollee talks to boyfriend on cell phone.
7. Police stop Pollee for talking on cell while driving.
8. Pollee explains wearing coat in summer by telling
officer that she is traveling to a vicars and tarts party.
9. Pollee arrives home to see her boyfriend watching
football on TV; takes off coat, shows him her
transformation; they embrace and have sex.

Textualizing the Visual Contexts of Pollee’s Shopping, Buying, and Using Versace Cashmere Coat/Lingerie
Source: Original visual structure that follows from Figure 3 template in Woodside, Sood, and Miller (2008)

D

+
Story enactment, gist, that follows Siren plot and consumer-brand unconscious/conscious interactions

Stage 5 Stage 4
B
Stage 6 C
Line of consciousness / unconsciousness
Stage 3

A
Brand, visual message, and
Stage 1 mono-scenic story
Stage 2 portrayal
Consumer, Pollee, with unconscious/
conscious desire to enact archetype

Archetype: Siren

Brand and Consumer Interacting in Storytelling Production of Siren Archetype

Source: Original visual structure that follows from Figure 3 template in Woodside, Sood, and Miller (2008)

Theory and Research on Consumer Reports of Interactions
with Brands and Experiencing Primal Force

Suresh Sood, 2010 20

Detecting flu trends using search engine query data (intentionality)

22

Twitter and Marketing Predictions
• Tweets is “found data” without asking questions

• More meaning than typical search engine query
•
• Large numbers of passive participants in natural settings

• Twitter can predict the stock market (Lisa Grossman, Wired, Oct 19 2010)

• Predict movie success in first few weekends of release
– “…it also raises an interesting new question for advertisers and marketing
executives. Can they change the demand for their film, product or service buy
directly influencing the rate at which people tweet about it? In other words,
can they change the future that tweeters predict?”
Tech Review, http://www.technologyreview.com/blog/arxiv/25000/
23

7 S’s of Social Media Marketing Practice

1. Social Graph

6. Service Dominant 2. Story Feed (Stream)
&
Sharing Stories
7. Social Commerce

5. Social 3. Social Gesture
(being vs. having)

4. Social Object

24

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.) 25

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 "[", "]", "|")
26
– Example: "Comment - Share - Join Cause"

Sponsored Stories- Facebook

27

Word of mouth storytelling in social networks
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

28

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

29

Social Objects
―Social Networks form around Social Objects**, not the other way around‖.
(** Term attributed to Jyri Engstrom) MacLeod Hugh (2008) GapingVoid.com

30

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
31

Facebook Object Types for Social Graph
Activities Businesses Groups Organizations People Places Products and
Entertainment
Activity Bar Cause Band Actor City Album

Sport Company Sports_league Government Athlete Country Book

Cafe Sports_team Non_profit Director Landmark Drink

Hotel School Musician State_province Food

Restaurant University Politician Game

Public_figure Product

Song

Movie

Tv_show

Websites UPC/ISBN Other latitude
longitude Contact Info :
Blog UPC code Other street-address
location locality email
Website ISBN number region phone_number
postal-code fax_number
Article
country-name
32

Giant Global Graph
I'll be thinking in the graph.
The ABC as Social Graph
My flights.
My friends.
Topics Events
Things in my life.
My breakfast.
Music Programmes

What was that? Oh, yogurt, granola, nuts, and fresh fruit, since you ask.
Users Gardening
Submitted by timbl on Wed, 2007-11-21
http://dig.csail.mit.edu/breadcrumbs/node/215
News Food
Facebook Social Graph

33

S-Commerce
• True relationship driven transactions/sales

• social (networks & UGC)+ e-commerce+ mobile

• 3 key categories of developing S-commerce
– Group buying (Groupon, LivingSocial and BuyWithMe)
– Recommendations and reviews*** (Amazon, Apple and BestBuy)
– Shopping communities (f-commerce or Facebook stores)

***see evidence of reviews impacting revenue:
http://www.bazaarvoice.com/resources/stats & www.reevoo.com/

34

A New Mental Model of Marketing and S-Commerce ?
Lecinski , Jim (2011) Winning the Zero Moment of Truth - ZMOT (Enhanced Version) [Kindle Edition With
Audio/Video](online Kindle edition for $0.00 and download at bit.ly/0moment)

Search engines

Social media

Affiliates

Stimulus First Second
Moment Moment of
Pre-shopping |
In-store | In-home
of Truth Truth
At shelf Experience
In-store, destination or travel
agent

Which becomes the
next person’s ZMOT 35

experiences

services

goods

commodities

The Experience Economy
Pine & Gilmore, 1999

The marketing of experiences – San Marco, Venezia
This docket highlights an AUD100 experience sipping coffee,drinking orange juice and
mineral water at the height of summer in San Marco Square. Wow what an experience
!
The music is what makes it.

Supply of music !

Slide 37
September 6,

Collision of Marketing, Customer Service and PR

“They Shake me”

41

WHAT DO CUSTOMERS WANT ?
A Relationship

Accessibility Promptness Follow Up

Responsiveness Promises Kept No Surprises

Knowledgeable People Kept Informed Do It Right First Time

Source : Ray Kurdupleski, (ex-AT&T) & Universal Card Services case study, Bradley T Gale, “Competing on Value”
42

Relationships Matter
“For the public, being able to reach someone who listens to
you and treats your ideas and questions respectfully is
another important dimension of accountability. Based on
what we learned in these focus groups, this human
connection is generally more meaningful to people than
accountability measures like performance indicators and
progress on benchmarks. For most people, not being able
to talk to someone is a signal that the institution doesn’t
genuinely care about the public”.

“How An Overreliance On Accountability Could Undermine The Public's Confidence In Schools, Business,
Government, And More”, A Report from Public Agenda and the Kettering Foundation,2011

The Future of Customer Support
Support is not only a major marketing but company asset

Teaches us how to deal with ―messiness‖

Gems in unstructured user generated content

Facilitate customers to self-support each other

Provides immediate feedback to product development

44

Challenge Today : Moving from
Transactions Alone to Relationships

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

45

Big Data
• Big history –ChronoZoom (Microsoft, UC Berkeley, Moscow State University )

– http://www.chronozoomproject.org/

• Art project (Google)

– http://www.googleartproject.com/

• Femto-Photography: Visualizing Photons in Motion at a Trillion Frames Per Second

– http://web.media.mit.edu/~raskar/trillionfps/

• Large Synoptic Survey Telescope (2015)

– three-billion-pixel digital camera

• Twitter

– 175 million Tweets/day, 1 Twitter accounts per second, 1 million accounts per day
(Infographics lab)

– Usain Bolt 200m sprint generated 80,000 tweets per minute (Twitter is ~ 400m tweets per day in June 2012, Feinleib)
(http://www.mediabistro.com/alltwitter/twitter-olympics-stats_b26721

• Facebook shares 1 Billion “things via Open Graph daily (Protalinski 2012)

• Brand Engagement Opportunity Online $500B (Dachis 2012)

– 30,000 brands, millions of social accounts and 15 billion signals per month (Social Business Index; www.socialbusinessindex.com)

• Yottabyte (http://whatsabyte.com/)yottabyte)

– 1,000,000,000,000,000GB - Entire Internet and takes 11 trillion years to download on high bandwidth network

Social CRM integrates social data

48

Aquarius,Aries,Cancer,Capricorn,Gemini,Leo,Li
bra, Pisces, Sagittarius,Scorpio,Taurus,Virgo

An-Verb,An-Vis,Hol-Verb,Hol-Vis

A&F,Beijing ,Gucci,LVMH,New York,Old
Navy, ,Paris, Sydney, Tiffany, Tokyo,
Tommy, Versace

Depriv/Enhance,Enhance/Depriv

Africa,Argentina,Australia,Australia/Hong Kong,
Austria, California, Canada, China, Egypt,
England, Finland, France Germany, Guernsey,
Holland, India, Indonesia, Ireland , Israel, Italy ,
Japan, Kuwait, Malaysia, Nepal,Paraguay , Ambivalent, Employee, Opposer, Reporter, Supporter
Philippines, Phillipines, Portugual, Saudi Arabia, 11. Committed Partnerships, 12. Compartmentalised
Singapore South Africa, Spain, Sweden, Taiwan, Friendship,13. Childhood friendship,14. Courtship,15. Fling,
Thailand,UK ,USA 16. Secret-Affair, 17. Enslavement , 2. Marriages of
Convenience,3. Best Friendships,4. Kinships, 5. Rebounds/
Avoidance-Driven,6. Courtships,7.Dependencies 8. Enmities,
9. Love-Hate (Sweeney and Chew)

Beyond big – psychological ?
• Winter storms most significant impact on health over windstorms
and floods (2011)
– http://www.sas.com/news/preleases/ucf-storms.html

• Orbitz found Mac users on average spend $20 to $30 more a night
on hotels than their PC counterparts (2012)
– http://online.wsj.com/article/SB10001424052702304458604577488822667325882.html

• Cyber Attacks Don't Take The Holidays Off (2011)
– http://www.fastcompany.com/1800282/cyber-attacks-dont-take-holidays

• Quality Coding Takes A Break For The Holidays (2011)
– https://threatpost.com/en_us/blogs/quality-coding-takes-break-holidays-why-122011

Top Sites in Malaysia ranked by Alexa
6 September, 2012
1. facebook.com
2. google.com.my
3. google.com
4. youtube.com
5. yahoo.com
6. blogspot.com
7. Wikipedia.org
8. twitter.com
9. blogger.com
10. live.com
11. maybank2u.com.my
12. mudah.my
52

Malaysia Facebook Demographics (Source:socialbakers.com)
6 September 2012

Facebook penetration in Malaysia is
49.12% compared to the country's
population and 76.02% in relation to
number of Internet users. The total number
of FB users in Malaysia is reaching
12849500 and grew by more than 452900
in the last 6 months.

User age distribution on Facebook in Malaysia Male/Female User Ratio on Facebook in Malaysia

53

Top 5 Brands and Media Properties in Malaysia by Facebook
(Source: Social Baker 6 September 2012)

54

Facebook Places in Malaysia (6 September, 2012)

55
Source:

The Marketing Opportunity: A Social Media Marketing Challenge
Low engagement consumer interaction (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 interaction ( effort spent on content creation e.g. video &create artifact )

Level of Engagement  Brand Signal  Brand Equity
56

March 2011 “Online Australians Shift To Social Networks”
Most Online Australian Adults Use Social Media Regularly

Increasing social
media engagement

57

January 2012 “Global Social Media Adoption In 2011”
Countries Show Distinct Social Media Behaviors

January 2012 “Global Social Media Adoption In 2011”
Countries Show Distinct Social Media Behaviors (Cont.)


2. Social Search
5. Google Plus
9. Social Graph

61

Social Search
Search Engines Social Networks

indexing and archiving social content in realtime
people you know recommended links from Google + posts
Semantic related content

Zemanta

62

Google, Facebook and Twitter is My Newspaper

63


2. Social Search
5. Google Plus
9. Social Graph

64

A Fluid Social Infrastructure

+ve

• Enhance customer
experience
• Provision of functionality
very fast
• Enhance customer
feedback

-ve

• Benefits outweigh risks
• 3rd party controls SLA
• Mitigate risk on customer
experience

http://proxy.wup.giove.isti.cnr.it/https/dev.twitter.com/status

Relationships # Technologies

In Saren M. (2006) Marketing Graffati, Butterworth-Heinemann

66

Social Bookmarking
• Information sharing and promotion for content
• Delicious acquired by founders of YouTube(AVOS)
• Social bookmarking ranks well in search
• Increase audience reach e.g. non-commercial users
• General sites
– Digg,Delicious, Diigo, Reddit and Stumbleupon
– Stumbleupon drives >50% of all referral traffic from top social media sites
• Top niche sites
– Slashdot.com (technical)
– Sphinn (search)
– tipd.com (financial)
– kirtsy (female)

68

Photo sharing
• Join a photo sharing site e.g. Flickr or Picasa

• Upload photos and create a slideshow

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

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

• Provide interesting captions to your photos to tell the story

• Try the popular Glimph which automatically captures with every
picture you take as video clip.

69

Forums

www.millerwelds.com/

an online electronics store, gives
members the option of discussing
issues regarding specific products

myRidez recruits users to demonstrate how to install
and upgrade vehicles, it has also made the page fun by
asking users to submit photos of the finished vehicle.
70

TREND Motivation to Blog
• The Journal of Advertising Research (Huang et al., Dec 2007)
identified five major motivations for a blogger to blog:

1. self-expression
2. life documenting
3. commenting
4. forum participating
5. information searching

• The idea of being able to escape the real world

• Web-based technologies help to unlock existing human needs

71

Tag Cloud of Paige’s Story About Travel to Paris

Created from Daniel Steinbock’s TagCrowd under Creative Commons ©

72

Elaboration of Trip to Paris Blog Story (Means-End & Heider)
Woodside, Sood & Miller 2008 When Consumers and Brands Talk Psychology & Marketing
18."We went on Fat
17. "I wanted Paige to get a feel Tire's day trip to
+ 19....."I know Paige will
for shopping experiences that Monet's gardens and treasure the memory of
she would not have at home (aka house in Giverny, about this girl's trip for many
the ubiquitous mall). " 16. "On our trip to Giverny, we met a young an hour outside Paris."+ years to come."
woman from Brisbane, Australia who was
traveling on her own and we invited her to join
us. Three of us enjoyed delicious and
innovative soufflés, while Paige had the rack of
3. Paris
lamb. We shared two dessert soufflés, one 11.Sites
+ chocolate and the other cherry/almond. Yum" •The Marais
•Notre Dame
•L'Arc de Triomphe - 248 steps up and 248 steps
+ down...
1.Gayle 15." Michael Osman is an American artists •Champs Elysee
living in Paris." •Jacquemart Museum
"He supplements his income by being a •Louvre Lite
+ 2. Paige
tour guide." I" found out about him on
Fodors"
•Musee D'Orsay
•Les Invalides, Napoleon's Tomb and the
"So I engaged Michael for two days." Napoleon Museum
•Sacre Coeur
•Monmartre
+ 14. "They had decide to come to Paris •Rodin Museum
to find the Harley Davidson store so •Pompidou Museum
they could buy Harley Paris t-shirts." •Train to Vernon, bike to Giverny with Fat Tire
4.”The occasion
Bike Tours
was my cousin 5. “I am a Canadian
•http://www.fattirebiketoursparis.com/
Paige’s 16th” and get by in
13."The father stretched out his cupped •Eiffel Tower
French.”
hands which held all of the pieces they were
able to recover, including the memory stick
and he very solemnly said, "El muerto...".

6. "All I can say is WOW! We rented a 2 9. "I bought a Paris Pratique pocket-sized book at a
bedroom, 1 ½ bath apartment (two 12. Unforgettable Memories Metro station. This handy guide has detailed maps
showers), "Merlot" from ParisPerfect "This trip had so many memories, but here are a few choice of each arrondisement, as well as the metro lines,
http://www.parisperfect.com/ and boy was highlights........On our very first night, knowing that the Eiffel the bus lines, the RER and the SCNF (trains). I'll
it ever perfect! " Tower light show started at 10:00 p.m.... she [Paige] dropped never be without this again."
her camera…down 6 flights…we were stunned…Spanish
Family below standing below *with pieces of the camera+”

7. “We had a full view of the Eiffel from 10."Six months before our trip, I gave
our charming little terrace. ....We were 8. "We were walkable to many good Paige a couple of good guide books on
within walking distance to two metro bistros, cafes and bakeries and only a Paris and suggested she let me know
stops (Pont d'Alma or Ecole Militaire) " few blocks from the wonderful market what her interests were since after all, 73
street Rue Cler." this was to be her trip."

Linguistic Inquiry and Word Count (LIWC)
Text Analysis : The Psychological Power of Words

LWIC dimension “I love Paris” Personal texts Formal texts
Paige’s Story

Self-references 6.12 11.4 4.2
(I, me, my)
Social words 10.55 9.5 8.0
Positive emotions 3.04 2.7 2.6
Negative emotions 0.54 2.6 1.6
Overall cognitive words 4.12 7.8 5.4
Articles (a, an, the) 7.74 5.0 7.2
Big words (> 6 letters) 18.40 13.1 19.6
Pennebaker, J. W., Francis ME, Booth RJ. (2001). Linguistic Inquiry and Word Count (LIWC):
LIWC2001. Mahwah: Lawrence Erlbaum Associates.

74

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/

75

Marketing & Advertising Strategy Implications the 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 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”

76

Publicity Effectiveness of Blogs versus online Magazines
The results of the current study clearly show that the publicity effectiveness of blogs is higher than that of
online magazines. The use of social media requires marketers to take a step back from traditional campaign
thinking and focus more on relationship building.

The study conclusively shows that the publicity effectiveness is superior in social media as compared to
“traditional” online media.

Public-relations practitioners end up in traditional media by reason of news-generating spectacular
advertising campaigns, press releases, sponsored competitions, and the like. By contrast, for publicity to find
a credible spot on blogs, placement efforts need to begin with genuine relationships with the bloggers.

Finding “fashionable friends” online takes time and effort. The return of those investments, however, could
provide marketers with a new kind of far-reaching effective publicity generated by blog producers who
similarly devote both time and effort to promoting the brands they believe in.

Colliander and Dahlen (2011), Following the Fashionable Friend :The Power of Social Media Weighing
Publicity Effectiveness of Blogs versus online Magazines, Journal of Advertising Research, pp. 313 – 320.

77

• Wikipedia entries well placed on Google
• Collaborative authoring of content
• User-edited content
• 17 million Wiki Pages
• Content changes must by approved
• Articles are cross-indexed
• Generate articles relating to your organisation,executives and news
• Monitor articles on wikipedia for reputation management
• Reference with related entries

78

• Wikifashion has no central editorial board or editor-in-chief. Created by dedicated volunteers from around the world
donating time and fashion expertise.

• 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

79

Social Networking
Technology and services creating unique personal
profiles, mapping out relationships, and leveraging
connections to accomplish a task.

Key characteristics of Network :

•Personal Profile
•Visible Relationships
•Connections

Profiles: The Real Value Of Social Networks by Charlene Li, Forrester, July 2004

80

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)
82

Communities and Networks – New Models & New Practices

Marketing Moves to Citizen Facing Systems & Relationships
Food Safety Offences (www.foodauthority.nsw.gov.au/penalty- notices/)
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
84
http://sydney.mybikelane.com/

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/)

85

Online Video Viewing in Southeast Asia
Source: 23 March 2011, Comscore

Among the three markets in Southeast Asia where comScore measures online
video consumption. Malaysia has the largest number of online video viewers but
the lightest average usage. Viewers in high-bandwidth Hong Kong and Singapore
watched twice as much online video as viewers in Malaysia during January: 12
hours per viewer in Hong Kong and nearly 11 hours per viewer in Singapore.

86

On demand Webinar (Slideshare)
• Competes with GoToMeeting and Webex
• Meeting on the go
• Adds social to invite friends on Facebook and Twitter including
chat postings on Facebook
• Hosts a meeting in less than 30 seconds
• Click Zipcast on any slideshare presentation
• Select Public or Private
• Schedule or commence Zipcast & enable live video
• Cons – no recording, registration or taking payments

87


2. Social Search
5. Google Plus
9. Social Graph

88

Malaysia Facebook Demographics (Source:checkfacebook.com)

89

Facebook Timeline
• Timeline  Profile and Wall
• What appears on my Timeline?
– Status updates
– photos
– Friendships made
– job history
– marital status changes
– and other profile information
• Timeline Apps integration lets you post to Facebook
Timeline the activities that you do in other apps
e.g.Pintrest
• Timeline available for business
90

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.

91

Facebook EdgeRank
• Object = status update or post
• Edge = like, comment or interaction with object
• Interesting info  more people interactions resulting in higher rank and story in “Top News”
• Posting status updates without conversation does not get high rank and move into “Top News” feed
• EdgeRank is based on sum of three factors:
– affinity or the relationship between the creator and user
– interaction with the object (likes, comments have different levels of user engagement)
– timeliness means new objects have better chance

• 6 Tips to increase EdgeRank
– Publish objects that encourage interaction
– Create a forum
– Make most of photos and videos
– Share links
– Keep it fresh
– Ask users to share

Source: 6 Tips to Increase Your Facebook EdgeRank and Exposure by Jim Lodico, 28/4/2011

92

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.
1. If you don’t want to leave a comment just click on the “like” button
2. 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
3. If you really like the posting and want all of your friends/fans to know about
it click on the “share” button.

93

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

94

The 12 most annoying types of Facebookers

1. The Let-Me-Tell-You-Every-Detail-of-My-Day Bore
2. The Self-Promoter
3. The Friend-Padder.
4. The Town Crier
5. TMIer (The Much)
6. The Bad Grammarian
7. The Sympathy-Baiter.
8. The Lurker
9. The Crank
10. The Paparazzo
11. The Obscurist
12. The Chronic Inviter
95

Case Studies - Facebook

• Brasnthings
• Coldstone Creamery
• Del Mar racetrack (California)
• Lacta Chocolate (Greece)
• Logos Bible Software
• SSP (Sydney international airport)
• Tommee Tippee Australia
• Yellow Convenience store (Israel)
• Washington Redskins
96

Terms you agree to when you use Facebook

97


2. Social Search
5. Google Plus
9. Social Graph

98

http://www.findpeopleonplus.com/Country/Malaysia

99

Google+ Stream and Hangouts

101


2. Social Search
5. Google Plus
9. Social Graph

102

A Look at the Numbers in 2012
• 175 M tweets per day
• Over 465 M accounts
• Top 5 countries
– USA 107.7 million
– Brazil 33.3 million
– Japan 29.9 million
– UK 23.8 million
– Indonesia 19.5M
– India 13M
– Mexico 11M
• How to decide who to follow
– 69% suggested by friends, 47% online search, 44% suggested by twitter and 31% promo

• Most popular Twitter user by followers Lady Gaga – 19,341,413
• 11 twitter accounts every second
• 1 million accounts per day
• $259M advertising revenue in 2012
• $540M projected advertising revenue in 2014

Source: http://www.webanalyticsworld.net/2012/03/twitter-stats-in-2012-infographic.html
103

Twitter Olympics 2012
1. Usain Bolt wins gold in the 200m sprint: 80,000+ TPM

2. Bolt wins gold in the 100m sprint: 74,000+ TPM

3. Andy Murray gold in men's tennis singles: 57,000+ TPM

4. Jamaica wins gold in men's 4x100 relay: 52,000+ TPM

5. Team USA beats Spain for gold in men's basketball: 41,000+ TPM

6. Biggest sport overall football, generating ~5,000,000 T

Source: http://blog.uk.twitter.com/2012/08/the-olympics-on-twitter.html

104

Water Cooler/Ambient Intelligence
Microblogging microsharing -> microlearning
Status management without walking around -touching base
Checking the overall state of company or group - awareness
Response and listening – all optional i.e. a pub/sub model
Spot check all is well or anyone absent or problems ?
Adjust accordingly and move on
Collaborate
Share info
Get to know others
More aware
What are you working on ?
What is taking up time – ask advice
What did you learn ?
105

TWITTER
• Ambient intelligence
• Takes microblogging mainstream
• A giant “coffee shop”
• Limited to 140 characters
• Use Twitter to :
– post blog updates
– connect with existing members
– recruit new members
106

Adly Influencers via Twitter

Reach(millions) Influencer
10 savvy/active moms Jenny McCarthy, Kourtney Kardashian, Tori Spelling
6 passionate sports fans Cristiano Renaldo, Paul Pierce, Nick Swisher
12 trend conscious teens Paris Hilton, Kim Kardashian, Lauren Conrad
16 teen males 50 Cent, Ryan Sheckler, Ryan Higa.
14 women 18-34 Ivanka Trump, Mandy Moore, Serena Williams
20 men 18-34 Mark Cuban, Jalen Rose, Michael Ian Black

200K+ clicks
20K+ retweets
15K+ shares, "Likes" and comments on Facebook

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

109

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 .

DMs don’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:

d Johnny How about next Monday?

110

Finding People to Follow
1. Go to search.twitter.com

– In the advanced search field enter: near:2066 within:10km
– Replace with your post 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

2. 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

3. www.wefollow.com and “Enter a Tag” to follow the results

4. Visit pages of people who follow you and check out their
followers to see if you want to follow them

111

This is Negative WOM!

Should We Care?

112

Twitter Tools & Applications

CommuterFeed.com
users tweet traffic info

TweetStats

113

First steps

• Consider FaceBook or Google + first

• Try Twitter or Yammer starting small

• Have fun and give them a chance

• Add social media to your profile

115


2. Social Search
5. Google Plus
9. Social Graph

116

LinkedIn
• Over 120 million users
– 26m+ members in Europe
– 6m+ members in the UK
– 2m+ members in France
– 2m+ members in the Netherlands
– 2m+ members in Italy
– 1m+ members in the DACH region (Germany, Austria and Switzerland)
– 1m+ members in Spain
– 10m+ members in India
– 4m+ members in Canada
– 4m+ members in Brazil
– 2m+ members in Australia
• 2M+ professionals in Australia (~40% + of professionals)
• Widely used in Financial Services (Sydney, Brisbane & Melbourne) affluent & influential membership.
• Australian member usage
~ 8 minutes per month Estimated Target Audience*
• 6.5 million students and 9 million recent college graduates 137,318 LinkedIn Members
Real time
• More than 2 million companies have LinkedIn Company Pages. Location - Kuala Lumpur, Malaysia targeting
190,460 LinkedIn Members via LinkedIn
Location- Selangor, Malaysia total
925,866

Source: 6 September 2012, socialbakers.com 117

• Find and recruit staff
• Create employee groups and pool ideas
• Create a company profile
• Network with related professionals
• Be a Resource
• Use images in status updates
Answer Questions as an expert in your field.

Provide referrals.

Make meaningful connections.

• Use an Authentic Style in your Profile

118

Guy Kawasaki’s 11 Ways to Use LinkedIn:

1. Increase your visibility
2. Improve your connectability
3. 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
119


2. Social Search
5. Google Plus
9. Social Graph

120

Best Practices Social Media
Sharing Blogging
• Add ―Share This‖ widgets to your website • Pick an interesting voice
• Create your own widgets visitors can • Maximize outbound links
share on own sites and pages • Set outbound links to be opened in a new window
• Invite and encourage conversation
• Share the content of others
• Share your own content across platforms
Facebook
Twitter • Profiles are for People
• 70 – 20 – 10 Engagement Model (Angela Maiers) • Get a Page, Get Some Fans
– 70% - Sharing others voices, opinions, and tools • Use Groups for collaboration
– 20% - Responding, connecting, collaboration, • Use Events to Generate Attendance
and co-creating with like-minded Twitter colleagues
– 10% - Promoting and/or chit-chatting YouTube

RSS • Create a channel
• Tag your videos with keywords
• Make sure content has an RSS feed
• Embed videos in your blog and website
• Share RSS feed with site visitors, social network
friends • Engage commentators
• Use RSS feeds to help streamline social media
workflow

121

Measuring Practices
• Use URL shorteners e.g. 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
– Metric benchmarks for achieving success

122

Online monitoring options

HootSuite University Promo Coupon : HOOTUPSYDNEY
Instructions to apply promo code http://help.hootsuite.com/entries/21944741-adding-a-hootsuite-university-promo-coupon

3 months of free HootSuite Pro and HootSuite University 123

Blendtech
12,860,143

Susan Boyle “United Breaks
79,804,980 Guitars”
10,177,221

Old Spice
The Man Your Man
Could Smell Like
37,180,978

** views current as at 19 November 2011 124

UNICEF/Oxfam Haiti YouTube emergency case study :
Priority vs. Quality

• Ewan McGregor UNICEF for the children of Haiti (21 Jan)

• Ian Bray Oxfam Haiti emergency appeal (13 Jan)

User generated video reviews show strong
presence of strategic advertising elements

126

YouTube Insight for Video Analytics and trends dashboard

http://www.youtube.com/trendsdashboard#loc0=mys
127


2. Social Search
5. Google Plus
9. Social Graph

128

A New Way of Marketing ?

Social Network
Marketing

1:1 „All Customers
Marketing
in a network
interrelated‟
Segment „All
Marketing
Customers
are
Shotgun „All Customers different‟
Marketing in a segment
the same‟
„All
Customers
the same‟ 129

“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.com update 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

130

Social Network Representation
• Primary focus is actors & relationships # actors & attributes

• Nodes (Actors) connected by Links (Ties/relationship or edge)

Adjacency list
• Links represent flows or transfer
– material goods or information 1 1: 2
Graph or 2: 1, 3
2 sociogram 3: 2
3
Adjacency matrix
1 2 3
Actors 1 0 1 0 Relationship
2 1 0 1 1 = presence of link
3 0 1 0 0 = no direct link
131

Key Network Measures Diana’s
Clique
krackkite.##h (modified labels)

• Degree Centrality
• Betweenness Centrality
• Closeness Centrality
• Eigenvector Centrality
Connector
(hub)
Contractor ? Vendor

Broker

Boundary spanners

133

LVMH – Louis Vuitton

134

NodeXL - Excel 2007 template for viewing and analyzing network graphs

135
www.codeplex.com/NodeXL


2. Social Search
5. Google Plus
9. Social Graph

137

The benefits of a house (“own”) COMMUNITY

Brand equity Social commerce
build enduring and intimate brand relationships
Donations, gifts, e-coupons…
in Australia
and globally

Knowledge management Research & Development
generate, aggregate, disseminate organisational knowledge generate ideas, develop insights, test strategies

138

Building your community

Integration with
industry specific
platforms

Integration with your Connecting with
social media community existing offline
platforms
channels

SEO, SEM & SMO

139

0.1 0.003 0
5 0.2 1

95 99.8 99

140

The Business Model Innovation Hub is where the management book bestseller
Business Model Generation was written in collaboration with 470 participants.

http://www.harringayonline.com/

Elgg Open Source (www.elgg.org)
Groups Microblogging

Real-time updates :
Rich, informative profiles for on site, groups and channel activity.
employees, managers and
partners

145

Social Engine Communities

kidspot.com.au

http://www.travelnity.com/home.php

Entrepreneur.com
http://allabroaduk.com/ 146

Launching a Social Network Service
1. What is your social object ? Define your vocabulary
2. Mobile
3. Photos, Videos, Latest Activity, Members, and Events
4. Keywords for discoverability
5. Welcome centre
6. FAQs
7. Moderation e.g. suspend members, own user moderation
8. Kick start with champions/evangelists/passionates
9. Latest activity
10. Giveaways e.g. book from authors/guest visiting library
11. Monitor registrations
12. Members/volunteers as moderators
13. Link to main web site
14. Promote content via email, Twitter & Facebook
15. Share content on Facebook 147


2. Social Search
5. Google Plus
9. Social Graph

149

Foursquare (27 April 2012)
extrapolation from http://blog.hubspot.com/blog/tabid/6307/bid/18191/5-Amazing-Foursquare-Stats-Infographic.aspx
and http://statspotting.com/2012/04/foursquare-statistics-20-million-users-2-billion-check-ins/

• ~ 20M users and 2 billion check-ins

• 800,000 businesses *

• ~6M check-ins per day*

• 150,000 Mayors lose roles per day*

• 600 M check ins outside USA *

• Checkout offers http://foursquare.com/businesses/

• Venue owner checks real time stats
– Recent visitors, frequent, time of check in gender, broadcast to Fb and Twitter
* Extrapolations from 2011 data 150


2. Social Search
5. Google Plus
9. Social Graph

151

Community Manager
Serves all company departments

Converse with 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.
152

Social CRM integrates social data

153

Social Media Planning, Engagement & Optimisation
Community Development Measure
A. Review Business Strategy E. Policy Development • Design and build communities Blogs
• Goals • Blogging & microblogging • Best practices for engagement • Traffic
• Culture
• Monitor • Post frequency
• Plan for F. Bootcamp • Identify opportunities • Comment traffic
stakeholder/executive buy-in • Best practices overview • Links/Trackbacks
• Upcoming • Policy overview Multimedia • Technorati/Alexa/Other
initiatives/campaigns • Tools training • Video (scripting, production, • Anecdotal
• Blog platform editing, using our in-house • Awards
B. Assess Online Inventory • Facebook studio)
• Web site and microsites • LinkedIn • Podcast series (video or audio) Microblogs
• Video and audio podcasts • G+ • # Microbloggers (participation)
• Photography • Twitter Social Media Relations • # of followers (impact)
• Press coverage • Other tools • Strategy and best practices • # Quality of followers (reputation)
• Communities
• Outreach/Introductions • # Updates (Presence)
• Blogs (internal and external) Key Deliverables
 Approved Plan w/ Metrics • Social media releases
• Microblogging (Twitter)
 Scope of Work • SEO Performance against deliverables
• External wikis
 Budget Events Offline • Met/unmet
• Communities
 Social media policies • Content development • Trends
• Social Networks  Bootcamp • Plan • Conclusions
• Existing policies
• Logistics Tune
C. Understand Audiences A. Listening • Campaign design • Revise plan
• Investors • Blog monitoring • Social media best practices • Reset metrics
• Board members • Microblogs (Twitter, Yammer) • Followup
• Analysts and influencers •monitoring Toolkit
• Employees • Digital news Tool Recommendation • Radian6
• Customers •Social news • Recommendations adoption • NetVibes (free)
D. Develop Plan Deliverables •Twitter, Tweetdeck, Twhirl, etc.
• Goals B. Engagement  Blog design/layout • BudUrl, Tweetstats, Grader, etc
• Objectives Conversation planning  Community development • Google Blog Search & Analytics
• Focus Areas • Design and layout  Social Network app dev • RSS
• Strategies • Content recommendations/  Video development
 Event development Deliverables
• Tactics editorial calendar  Performance against metrics
 Social release development
• Timing / Owners / Milestones • Ongoing Facebook /G+  Custom Analysis 154
 Knowledge Transfer
• Metrics

Caution!

“Children never put off till
tomorrow what will keep
them from going to bed
tonight”
ADVERTISING AGE

155

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