Smmp12

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/SMMP12

Social CRM integrates social data

4

…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)
5

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

6

Agenda – SMMP (stage 1)

1. Marketing transition
2. 7S framework
3. The beginning of social search
4. Tools and tactics of SMMP
5. Facebook fan marketing
6. Twitter and implications for real time marketing
7. B2B Social Networking
8. Best Practices in Social Media
9. Social Graph
10. Social Relationship Management
11. Industry Adoption & ROI
12. Future implications and where will the jobs come from ?
7

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.

Detecting flu trends using search engine query data (intentionality)

9

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/
10

―…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)

11

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)

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

16

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/
17

2011 Australian Social Media Data
Mobile internet 50% penetration amongst online
Australians in 2010

35 % penetration of smartphones among online
Australians

8% of online Australians use tablet
[ end 2011 forecast 24% +]

71% accessing audio or video content online in 2010
and 35% on a weekly basis

3 in 4 online Australians tap consumer opinion about
brands, products and organisations, found in social
media

63% have Facebook profile

46% have clicked the Facebook ‗Like‘ button for a
brand, product, org.

43% share their opinions about brands and products
via social media

53% engaged with a brand or company on a social
networking site

36% engaged with government or politicians on a
social networking site

Source: Burson-Marsteller Asia-Pacific Source: Nielsen
Social Media #Infographics H1 2011 State of the online market: evolution or revolution?
August 2011 March 2011 18

Australian Facebook Demographics (Source:socialbakers.com)

19

Collision of Marketing, Customer Service and PR

“United Breaks Guitars”

“They Shake me”

21

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
22

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

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”
24

Example: Outside London flat

25

Challenges
Connecting
with Council
26

Engaged Citizen looking for new ways to connect with Council

27

Challenge Today : Moving from
Transactions Alone to Relationships

Current State Future State
= Transactions = Citizen Engagement
(relationships)
We do this stuff well e.g.
Fines, Service Fees … We don‘t do this really
e.g. User generated
content, ratings,
reviews, 1:1 dialogue

28

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
29
http://sydney.mybikelane.com/

Communities and Networks – New Models & New Practices

Social Trash Cans, City of Lucern (Switzerland)

Source: Neue Luzerner Zeitung Online, 11. Mai 2011
31

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
32

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

Increasing social
media engagement

33

Social Media  Change

• Align with company strategy

• Encapsulate company strategy as keywords

• Social media policy or guidelines and implementation

• Prioritise internal changes with potential across entire company

• Listen to competitors and customers to identify change

34

Social Operating Strategy # Social Media Policy
• Policy is good substitute when you do not have purpose

• Why should anyone buy our products or services?

• Outline what works and why different from traditional marketing

• Provide associates with ideas for conversations

• Just one voice or everyone ?

• Consistent voice talking to a single customer

• Best practice rules of engagement:

http://www.intel.com/content/www/us/en/legal/intel-social-media-guidelines.html

35

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


2. 7S framework
9. Social Graph
37

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

38

“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

39

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
40

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

41

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

42

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.) 43

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 "[", "]", "|")
44
– Example: "Comment - Share - Join Cause"

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

45

Sponsored Stories- Facebook

46

Stories and Listening to Brand Attributes

• Your own stories are ego centric

• Stories others tell about you to friends and associates
(future prospects) are powerful

– What vocabulary do others use
– What do others tell about your skills
– What stories do you tell about others

• Brand attributes are what others write and repeat

47

Google+ Stream and Hangouts

48

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

50

Opportunities to Influence

• When you are in a good mood
• When world view no longer makes sense
• When you can take action immediately
• When you feel indebted because of a favor
• Immediately after you have made a mistake
• Immediately after you have denied a request

51

Social Psychology
1. Reciprocity: we want to repay, in kind, what another person
has provided us
2. Consistency: desire to be (and to appear) consistent with
what we have already done
3. Social proof: to determine what is correct find out what other
people think is correct
4. Authority: deep-seated sense of duty to authority
5. Likeability: we say yes to someone we like
6. Scarcity: limitation enhances desirability
Robert B. Cialdini, Influence: The Psychology of Persuasion (revised; New York: Quill, 1993)
52

Social Media Marketing and Principles of Influence
(adapted from the blog of Mischa Coster)

• Following, Connecting or Friends
– Who are you/what can you bring me/ What do others say about you ?

• Begin with Reciprocation (what will you bring ) to build followers
• Liking and similarities
• Reciprocation and Liking => Drives social proof

• How does scarcity work in social media world of free downloads
– Social Media = sharing, giving and receiving
– Scarcity in social media = unique value

• Authority
– Quantity of internet publications (Social proof) vs. Quality (Reciprocity)
– Authority most important and influential on topics of fact
– Google ranks people – higher ranking for important pages and sites
– Expert on matters of fact emphasize authority when presenting
– Matters of taste (film, restaurant or hotel etc.) consensus, number of things
– To begin share valuable information and share authorities in agreement

53

Social Media Marketing and Principles of Influence
(adapted from blog of Mischa Coster)
• Critical mass of social proof

– Lower mass than offline media
– Similarity in network of shared of interests and backgrounds
– Not as many dissimilar others as offline

• Commitment and Consistency in Social Media

– Small effort for small favour to retweet, review or ask opinion
– How do we create a request for larger favour later ?
• Reciprocal response (the favour in return to your request) needs to be made actively, publicly and
voluntarily (no one is forcing me to do any of this)
• Ask for action publicly made e.g. comments on website, share on other websites or within network
• Enough effort not to scare but meaningful step
• Facebook like’ button is a very small effort but publicly made (gets shared in your own network)
• Liking a product, band or actor allows marketer to make a bigger request later e.g. visit demo offline
• Like is consistent with preference to allow supplier to send relevant information
• Characterise in terms of larger issues (internal to individual)
• For an environmental cause (after “like” ) ask given importance of cause to individual would they
become an ambassador in the network or geography
• Characterise in terms of larger issue not something small they did
• You call the commitment to be logically consistent with what you have already done that you would
do this larger one, because you are favorable to this cause or to this type of consumer product

54

Social Proof (or validation) and Social Media Marketing
Consumer seeks external cues
• High subscriber counts get more subscribers faster
• Lots of blog post comments end up with many more
• Social news with lots of votes and interesting headlines gets votes form others
before being read
• Popular bookmarks get even more popular
• Retweeted content spreads even faster through further retweeting
• Recommended content more favourable than found
• Quality,quality & quality content spreads with social proof through reciprocity
and liking establishing authority with people and Google
• Blogging Content creates bonding with customers

55

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

56

Wine Communities

61

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
62

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

63

Evil Plans: Having Fun on the Road to World Domination
by
Hugh MacLeod (Kindle Edition - Feb 17, 2011)

The largest funding platform for creative projects in the
world

65

New Generation of Social Platforms

66

Leading social Platform for Peer-to-Peer Borrowing and
Lending

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

69

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/

70

Comparing User Engagement Across Different Ad Types
(Psychster and allrecipes.com, 2010)

Sponsored Content ads, in which individuals viewed a holiday page that was
―brought to you by‖ a leading brand, were the most engaging but produced the
least purchase intent of the 7 ad types tested.

Corporate Profiles on social-networking sites produced greater purchase intent
and more recommendations when users could become a fan and add the logo
to their own profiles than when they could not.

Give and Get Widgets in which individuals could create and customize something
(a car or a dinner menu) and then either send it to a friend (―give‖ widget) or keep it
for themselves (―get‖ widget) were more engaging than traditional banner
advertisements but no more likely to produce an intent to purchase.

Above conclusions held across brands (a leading soup brand and a leading car
brand) and publishers (on Allrecipes.com and on Facebook.com), but like
traditional ads, widgets had increased success if the brand was relevant to
the website (i.e a soup brand on a cooking website).
71

Social (Local) Promotions & Online Group Buying Using Viral
• Scoopon (sister site catch of the day) 80% of Australian Group Buying
• Spreets (Yahoo!7) revenue:
• Cudo (ninemsn/Nine Entertainment Co) 2010 - $63M
• Jump on it 2011 - $242M
2014 – $0.5 B
• Harvey Norman Big Buys Telsyte research
• Deal Me (Deals Direct and James Packer)
• OurDeal (Ten)
• Deal Busters (Southern Cross Media)

• GrabOne (NZ)
• TreatMe (NZ)

• Groupon* (StarDeals Australia) acquisition of CrowdMass (Melbourne)
• Gilt
• LivingSocial (Amazon investment)

• Walmart CrowdSavers (Facebook)
• Paypal Shoptimist

• Google Offers
• Facebook Deals (no mobile at launch, Groupon + Fan page + Places/check ins + News Feed)

*According to Forbes "fastest-growing company in history", Groupon turned over US$760 million last year, and expects
that to hit the billions in 2011.

72

How effective are Groupon Promotions for businesses?
Study by Utpal M. Dholakia 28/9/ 2010
see Harvard Business Review Jan-Feb 2011

• 150 small companies
• Groupon promotions 6/2009 to 8/2010
• Promotion profitable for 66% and unprofitable for 32%
• Employee satisfaction primary driver of the profitability
• 42% would not run a Groupon promotion again
• Social promotional customers # long term relational customers
– Groupon redeemers are “extremely price sensitive
– Bargain hunters frugal by nature
– Barely spending beyond a discounted product's face value for unprofitable
– Transaction focus
– Repeat-purchase rates 15% for unprofitable (for profitable 31%)
• For sustainability design offers aligning with benefits to business

73

S-Commerce Strategies

ACQUISTION RETENTION $$$
Groupon
Online F-commerce ✔ ✔
Amazon Amazon Amazon

Physical availability
Offline See, touch, smell ✔ ✔
Try /use
Human interaction

✔ Key opportunities – social selling and social loyalty/retention
74

How Shoppers Make Buying Decisions

60%
60%
Online reviews more important
50% than in-store employees,
traditional media, and social
40% networking

30%
29% 29%
27%
20% 24% 23% 21%
19%
10% 14%
11% 10%
0
Friends / Online Customer Data on In-store Online In-store Print Customer Customer TV
Family professional reviews mfg. sites product reviews employees reviews reviews on
reviews (online- displays (store- on blogs, social
only based message networks
Sample Size = 1,000 U.S. consumers
retailer retailer boards
sites) sites)
Source: Cisco IBSG Research & Economics Practice, 2010
75

S-Commerce Category Opportunities
1. Recommendations and reviews
– Social network
– Service /syndication
2. Group Buying
– Retail or manufacturer site
– Social network
3. Communities
– Retail or manufacturer site
– Social network
76

The benefits of social media marketing practice

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

Social
media
marketing

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

77


2. 7S framework
9. Social Graph
78

Google, Facebook and Twitter is My Newspaper

79

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

80

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

81

Social Media Conversation Calendar Triggers

• Tweets ~ 1 to 2 per day
• Facebook status daily
• YouTube weekly
• New content ~ 3 to 5 hours per month
• New online contacts ~ 1 hour per month
• New blog post ~ 1 per working day

82

8 Levels of Social Media Analytics

8 Levels of Analytics Key Social Media Questions
(Davenport)
Standard Reports What conversations are taking place?

Ad Hoc reports When and where are conversations taking place?

Query Drilldown What are the sentiment of conversations?

Alerts What actions are required?

Statistical Analysis Why are these conversations occurring?

Forecasting What if conversations continue?

Predictive Modeling What conversations are next?

Optimization How can we lead conversations?

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

83

First Step Monitoring [Brand] Conversations & Tips

• Social Media Dashboard

– All social media sources relating to brand
– RSS technologies
– Mashups (e.g. YouTube, Flickr, Twitter, Nielsen, Google )

• Weak Signals
– Twitter early warning in advance of blogging

• Set up comprehensive Google Alerts

• Set up a feed reader with relevant blogs and new feeds

• Use Twitter Search to follow hashtags and keywords in Twitter streams

• Start immediately (~3 mins) with Netvibes and vocabulary
84

Google Reader
• Free
• Collects info from Twitter, blogs, and other RSS sources
• Allows for easy sharing
• Info all in one spot
• Less real-time (both benefit and drawback)
• Track what‘s read/not
• Powerful: Star, share, email, tag, notes, trends
• LinkedIn - Job changes, New connections, Updates and Groups

85

Other monitoring options

86

Brand Equity - Conversational

Conversation Gap - Vacation and Paris Conversation Gap (Rubel 2005)

Brand share of the online conversation
Gap between the total number of
conversations about a category and the
proportion which mention the brand
operating in the category

* Total identified blogs: 99,181,005 @ 18 December, 2008
Paris – Equity Share Analysis of Attributes
Equities of a Brand (Stein 2006)

Topics being mentioned in conversations
about a brand with equity share
corresponding to the frequency at which
each topic is mentioned

See pp 115-116 Cook, N 2008. Enterprise 2.0
Hampshire,England: Gower Publishing

* Total identified blogs: 151,048,780 @ 24 November, 2010 87

How Social Media Supports the Myth of Paris

Casablanca
“We'll Always Have Paris”

City of love , city of lights,
Lamps, Eiffel Tower,france,
night, street, notredame,
landmarks , museums &
bw, church, architecture, galleries, Cafés, coffee,
conversations, friendship,
toureiffel, city, cathedral,
louvre, museum
artists, lovers, philosophers

88

Content Marketing
• Thought leadership, thought leadership & thought leadership

• Content marketing is second guessing what your customers need to
know and delivering the info in a relevant and compelling manner

• Best practices, case studies and success stories

• Not media company driven content but content for customers

• Provide materials to support a service where customer says
‘Wow, you really made this easier for me!’”
e.g. Blendtec “Will it blend?”
89

• 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

90

Content Syndication
• RSS
• Social bookmarking sites
– News
• Digg.com, Propeller.com, Reddit.com, Mixx.com, Shoutwire,
Furl.com
– Bookmarking
• Del.icio.us
– Channel surfing
• StumbleUpon.com
– SME Marketing
• SmallBusinessBrief.com
• SEO
– Sphinn.com
• Content marketing
– Junta42.com
91

“New Rules of New News Releases”

• Don’t send news releases only when “big news” is happening
• Find good reasons to send news releases all the time
• Don’t just target a handful of journalists
• Create news releases appealing directly to your buyers.
• Write releases rich with your keywords
• Include compelling offers consumers action
• Add social media tags with keywords so release can be found
• Drive people into the sales process with a news release.

David Meerman Scott‘s The New Rules of Marketing and PR, 2007

92

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

Adapted from Joe Pulizzi and Newt Barrett (2009) Get Content Get Customers, McGraw Hill

93

Diverse Content Practices
• Millerwelds.com
– Category killer for welding information
• Tween Waters Inn (Captiva Island)
• Fleishman-Hillard
– BoomerBlog.com & NextGreatThing.com
• David Lawrence Centre
– Mental Health & Substance abuse
• Kitchen Studio of Naples, Florida
– annporter.wordpress.com/
• Maui Wowi Franchisee
– CoffeesAndSmooth ies.blogspot.com
• Bitemark.com
– Conversion rate blog
• Mindjet
• Pinsent Masons
– Outlaw.com 94

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

95

Pyramid of Economics of Social Content

Original Content = X

Original Content + Ratings/Reviews = 2X

Original Content + Ratings/Reviews + User generated content = 4X

Source: Happe R. (2009) Social Media in the Enterprise, GigaomPRO

HGTV
Rate My Space
• over 22MM page views per month,
adding new ad revenue
• 3 additional campaigns and launched
new tv series based on the online
content
96


2. 8s framework
9. Social Graph
97

Relationships # Technologies

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

98

Australian Social Networking

Source: comScore Media Metrix, November 2010 : Australian Audience 15+ accessing Internet from Home or Work

100

Social Media Concepts
Media Share Engage Relationships
Fb ✔ ✔
Flickr ✔
Blogging ✔ ✔
Twitter ✔ ✔ ✔

101

Social Bookmarking
• Information sharing and promotion for content
• Delicious acquired by founders of YouTube(AVOS)
• Social bookmarking rank well in search
• Increase audience reach e.g. non-commercial users
• Top 4 general sites
– Digg,Delicious, 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)

102

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.
103

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

104

Foursquare
• 41% of traffic came from Facebook and Twitter (users share)

• Foursquare announced 275,00 check-ins in one March day (2010)

• UTS Library Kuring-gai (Lindfield, NSW, Australia)
“A free USB car charger for whoever is the Mayor of UTS Library Kuring-gai on the 6th
of December! To claim your prize come to the research help desk!”

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

• Venue owner checks real time stats
– Recent visitors, frequent, time of check in gender, broadcast to Fb and Twitter

* Stats from Hitwise

106

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)
107

• 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

108

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

109

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, 111
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.

112

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/

113

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”

114

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.

115

Photos
• 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 a video clip.

116

LVMH – Louis Vuitton

117

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 118

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

120

YouTube Insight – Video Analytics

121


2. 7S framework
9. Social Graph
122

Australian Facebook Demographics (Source:checkfacebook.com)

123

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.

124

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
125

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.

126

Facebook – Main Tabs

• Wall – mini press releases, announcements
• Info – static information, Overview, mission, etc.
• Photos – multiple photo albums
• Videos
• You can add custom/application tabs
– Causes, Flickr, Last.fm, myPersonality, Slideshare,YouTube

127

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

128

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
129

Sharing Your Content and Information
Date of Last Revision: April 26, 2011 Statement of Rights and Responsibilities

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

130


2. 8s framework
9. Social Graph
131

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 ?
132

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

A Look at the Numbers
• 175M registered users with 119 M users following one or more account
• Worldwide visitors approached 10M in Feb 2009, up 700+% vs. Feb 2008 (Comscore)
• 180 M unique visitors per month( Huffington Post, 30/4/2010)
• 105,779,710 registered users (ibid)
• 60+% stopped using Twitter a month after joining (Neilsen Online, via Reuters)
• Older than you think!
– 18-24 year olds 12% less likely than average to visit Twitter
– 25-54 year old crowd is driving this trend
– 45-54 year olds 36% more likely to visit Twitter, making them the highest indexing age group
– Next is 25-34 year olds: 30% more likely
• Twitter rose to over 800,000 users in June 2009, up from 13,000 in 2008**
• Twitter gets a total of 3 billion requests a day via its API
• Twitter's search engine receives around 600 million search queries per day.
• 1M Twitter apps connect up from 150,000 in 2010
• Twitter team size 600 (up from 250)
2007 ~ 5,000 tweets per day
2008, ~ 300,000 tweets per day
2009 ~2.5 million tweets every day
End 2009 Tweet growth 1,400% reaching 35 million tweets per day
Feb 2010 Twitter sees 50 million tweets created per day or 600 TPS
Aug 2010 Twitter sees 65 million tweets per day
Aug 2011 Twitter sees 200 million tweets per day
Nov 2011 Twitter sees 250 million tweets per day

Source :Measuring Tweets, twitter blog, @kevinweil, Feb 22, 2010 and Aug 01, 2011
Source: Reuters reporter Alexei Oreskovic.
** comScore study, June 2009 Reported in Marketing Charts, August 17th 2009 135

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
136

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

137

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?

138

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

– In the advanced search field enter: near:2066 within:25km
– 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

139

This is Negative WOM!

Should We Care?

140

Twitter Tools & Applications

CommuterFeed.com
users tweet traffic info

TweetStats

141

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

143


2. 7S framework
9. Social Graph
144

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)
• Australian member usage
~ 8 minutes per month
affluent & influential membership.
• 6.5 million students and 9 million recent college graduates
• More than 2 million companies have LinkedIn Company Pages.

145

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

Provide referrals.

Make meaningful connections.

• Use an Authentic Style in your Profile
146

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
147

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/)

148

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

149


2. 7S framework
9. Social Graph
150

Best Practices
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

Twitter Facebook
• 70 – 20 – 10 Engagement Model (Angela Maiers) • Profiles are for People
– 70% - Sharing others voices, opinions, and tools • Get a Page, Get Some Fans
– 20% - Responding, connecting, collaboration, • Use Groups for collaboration
and co-creating with like-minded Twitter colleagues • Use Events to Generate Attendance
– 10% - Promoting and/or chit-chatting
YouTube
RSS
• Create a channel
• Make sure content has an RSS feed
• Tag your videos with keywords
• Share RSS feed with site visitors, social network
• Embed videos in your blog and website
friends
• Engage commentators
• Use RSS feeds to help streamline social media
workflow

151


2. 7S framework
9. Social Graph
152

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‟ 153

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