Introduction to Social MediaAmit KleinNovember ’09

www.amitklein.comtwitter.com/amitklein

What is Social Media?

“Social Media is a conversation supported by online tools”

~ Kelsey Ruger

What is Social Media?

What is Social Media?

Agenda

• Why engage in Social Media?• Case Studies (Dell, Nike+, Few Others)• How are brands successfully leveraging FB?• How are brands successfully leveraging Twitter?• When Social Media goes wrong• Social Media Analytics

Why Engage in Social Media?

“Businesses will increasingly use social media to get closer with customers… It is getting too expensive and inconvenient to meet face-to-face in the real world, there will be more efforts to bring the conversation … to virtual communities.”

- Shel Israel

Why engage in Social Media?

• Increasing Sales/Conversions (benefits not always immediately tangible)

• Improving Reputation / Authority• Increasing Brand Awareness / Reach• Building Relationships / Engagement

Case Study - Dell

In the year and a half between 2006 and 2007 negative online postings about Dell dropped from 49% to 22%

- Adweek

* http://www.adweek.com/aw/content_display/news/digital e3i1751753614c1db778979604e004b8d1c

Dell – Improving Reputation

• Monitor • 15,000 blog posts written daily about Dell (using Visible

Technologies)

• Respond• Dell launched first blog Direct2Dell • Uncensored comments, real people, human voices

• Empower• Allow community members to answer problems in forums• IdeaStorm.com: Suggest ideas (10k+), vote (650k+), see

results

Dell – Improving Reputation

• Today• 12+ company blogs in 5 languages• 35 community ambassadors• 30+ corporate twitter accounts

Dell – Increasing Sales

• Dell has made $6.5mil in 2.5 years as a result of delloutlet on Twitter (1.5m followers)

• Send coupons, clearance events, new arrival information

Case Study – Nike+

Nike’s market share (running shoes) jumped from 48% in 2006 to 61% in 2008… A significant amount of the growth comes from Nike+

- BusinessWeek

* http://www.businessweek.com/magazine/content/08_46/b4108074443945.htm

Nike Plus – Building Relationships

Nike as sold 1.8 million Nike+ devices

Nike Plus – Building Relationships

Nike Plus – Building Relationships

• Nike Plus community website:• tracks each run, pace, distance• comparison with other runs, runners• offline running communities• Competitions – Human Race 10k Run (1mil people)

• Blogging Network• Flickr (4,000+ photos for Human Race)• Youtube (1,000+ videos for Nike Plus)

Additional Examples

Additional Examples

Facebook Fan Pages

Facebook Fan Pages – Vitamin Water

• Major advertisements go directly to Facebook Fan page• Tap into passionate user base, questions like who is better

Kobe or Lebron, lots of discussion• Is a corporate website necessary anymore?

Facebook Fan Pages

• Reach - Builds off Facebooks 300m users• Distribution / Virality - Actions are published directly

to activity stream• Consistent Engagement - Get a fan once, push

content forever

Rank Facebook Fan Page Name Number of Facebook Fans

1 Michael Jackson 10mil2 Barack Obama 6.8mil3 Vin Diesel 6.5mil4 Facebook 5.5mil5 Megan Fox 5.0mil6 Mafia Wars 4.8mil7 R.I.P. Michael Jackson (We Miss You) 4.6mil8 Pizza 4.6mil9 I Love Sleep 4.6mil

10 Starbucks 4.6mil11 Will Smith 4.5mil12 Dr. House 4.4mil13 I need a vacation 4.4mil14 Lady Gaga 4.2mil15 Coca Cola 4.1mil

Biggest Facebook Fan Pages

*

Facebook Fan Pages – Coke

• Coke Fan page was started by two regular users• In seven months grew to 3.3 million fans• Facebook changed rules and didn’t allow users to

create branded pages• Coke teamed up with the creators of the page, flew

them to HQ, gave them a tour, brought them into meetings, brainstormed ideas, made them part of the company, let them be real evangelists

Facebook Fan Pages – Coke

Facebook Fan Pages – Victoria Secret

Balance between content and advertising

Facebook Fan Pages – Alicia Keys

Facebook Fan Pages – 1-800-Flowers

Facebook Fan Pages

• Don’t just sell, entertain… blend advertisements with good content

• # of Fans are not as important as engagement – create opportunities for your fans to engage

• Respond to fans, ask them questions, 2-way• Make it easy to share• Give early access / promotions - make people feel

like they are getting something special by fanning you

Facebook Fan Pages – ZooZoos

Facebook Apps

Facebook Apps – ZooZoos

Facebook Apps – ZooZoos

Facebook Apps - Ballers Network

Facebook Apps – Pizza Hut

Facebook Apps

Social Data Portability

Facebook Connect

• Allows you to create a Facebook Application outside of Facebook

• Single sign on (no need to register for the site)• Use your photo• Publish content to your activity stream• Invite people from Facebook to participate in activity• Send email from Facebook on your behalf

Facebook Connect - CNN

During Obama Inauguration CNN allowed users to chat using Facebook Connect• 600,000 status updates posted during event• 4,000 status updates per minute• Millions of logins

Facebook Connect - Digg

Facebook Connect – Fight Club

Other APIs• OpenSocial

• Similar to Facebook Connect but for orkut, MySpace, Friendster, Ning, Yahoo! and third party sites

• Uses HTML/JS/CSS• Sign in with Twitter• LinkedIn Developer Platform

Twitter

“Twitter is about approach, transparency, and immediacy”

- Jack Dorsey, Twitter Co-Founder

Reasons for Businesses to use Twitter

• Increase transparency / authenticity• Give your company a human face, voice and personality

• Brand Management• Create awareness about your products (buzz)• Find out what people are saying about your company/products

• Deeper Engagement• Identify your biggest evangelists• Respond to criticism / help• Increase reputation and authority

• Identify Sales Opportunities• Share deals• Identify potential customers

• Track Trends

Case Study - #iranelections

“News media can’t keep pace with the new world of media consumption and the insatiable appetite for information”

- Ann Curry, NBC

#iranelection – Breaking News Frustration with lack of mainstream coverage of Iranian elections

• Mainstream news is not covering the world fast enough• TV news is episodic (played a retaped show on Sat night of Larry King

while Iranians protested in the streets)• Iranian government shut off text messaging and access to most social

networks – multiple ways to access Twitter• #iranelection trending topic for the last 2 weeks• Risks: fact checking, causing panic, losing credibility

#iranelection – Breaking News

Case Study - Zappos

“Everyone knows why GMblogs and TheHomeDepot have Twitter accounts: To make more money... We'll care about you if you buy our stuff. That's the corporate quid pro quo.

Tony Hsieh uses Twitter because he likes Twitter. He writes, ... if you can talk your friends into joining it and you all use it for 2 weeks, it will change your life. You will wonder how you ever lived without it."

- Sage Lewis, Search Engine Watch

Zappos – Building Relationships

Zappos – Building Relationships

Transparent, effective use of Twitter http://twitter.zappos.com includes:• Intro to Twitter• Employee Tweets & Pics (430+ employees)• CEO most active user• Zappos Public Mentions• Highlight SuperFans• 3000+ links pointing at twitter.zappos.com• Bought by Amazon for $928mil

Additional Examples

Additional Examples

Additional Examples

Additional Examples

How to leverage Twitter

• Setup keyword searches for you and your competitors• Engage people / participate in conversations / build trust• Gather feedback about your products / services• Share links / info• Don’t just talk about yourself! - Retweet others • Try coupons / promotions - measurable• Take orders• Contests• People are finding new uses all the time…

“It’s pretty easy to spot those that are just joining the network purely to take –not to give. Be a part of the conversation before you need anything from anyone… share knowledge, help others, and become a trusted node and connector, not just an outlier…”

- Jeremiah Owyang

The Twitterverse

When Social Media Goes Wrong

#chetanblocks

• Chetan Bhagat author of Five Point Someone, One Night at the Call Center, Three Mistakes of My Life, Two States is one of the most followed Indians on Twitter

#chetanblocks

• Saad Akhtar author of webcomic flyyoufools.com responded and was blocked by Chetan

#chetanblocks

• Firestorm ensued:• 342,000 tweets with #chetanblocks in 2 days• What’s the difference between a Chetan Bhagat book and a

leech? The leech eventually stops sucking #chetanblocks

#chetanblocks

#chetanblocks

#chetanblocks

What’s the point?• Everything you say is public, think before you tweet• Don’t launch into flame wars with fans • Things bubble up very quickly• Power of the masses (for good or bad)

Social Media Analytics

Measuring SMM• Hard, very early, no one does this well• How do you measure Reach, Authority/Influence, Engagement,

Sentiment?• The metrics you use to measure (and the tools) change constantly,

depending on your objectives • Don’t be afraid to throw out metrics or recalculate frequently.

Measuring SMM - Reach• Number of Friends/Followers/Fans – Facebook/Twitter

– 2nd Degree relationships (number of friends of friends, etc…)– Careful, friends can be bought

• RSS Subscriptions / Usage - FeedBurner • Visitors to your site – Compete, Alexa, Google Analytics

Measuring SMM –Engagement• Visitor Loyalty - the number of return visitors over a period of time (1

month)• Duration - Length of time spent on site (more importantly is this number

trending upwards)• Actions - The number of actions taken on the site: downloading, posting,

commenting, etc...• Subscriptions - Number of visitors who have given you personal

information• User Actions - Comments, posts, downloads, plays, wall posts, song plays

(Facebook Insights)• Twitter DM’s and @’s

Measuring SMM – Authority/Influence

• Public Mentions (Blogs) - Google Blog Search / Alerts, socialmention • Public Mentions (Twitter) - Twitter Search / Klout.net • Public Mentions (Facebook) – Facebook Lexicon• Incoming Links (Blogs) – Technorati, Twitalyzer, Google Webmaster Tools• Public mentions (music plays, youtube comments, etc…) - Trendrr• Comments about you on other sites (BackType)• Retweets – Twitter Search / Klout.net• Unsolicited Positive Responses – Twitter• Links back to your sites – Google Webmaster Tools

Measuring SMM - Sentiment • Twitter Search• Socialmention.com• Omniture - http://blogs.omniture.com/2009/02/24/implementing-twitter-

data-tracking-in-omniture-sitecatalyst/• Visible Technologies• Sentiment Metrics• Radian 6

Group Project

Group Project• Form teams of 4-5 people• Partner a local NGO and create a strategy to generate awareness / solicit

donations for a cause• Find a local NGO: http://www.unitedwaymumbai.org,

http://mumbaionline.in/Society/NGOs/, http://www.karmayog.com/lists/ngos.htm

• Come up with an idea for a project• Send us your ideas for your project, how you will use online media to

promote that initiative and how you will measure success• Next week meet with us to review your plan and get some feedback• You will have one month to execute your projects• At the end write up how the project went, the statistics you used to

measure success, what troubles you encountered, and lessons you learned.

Group ProjectIdea Suggestions:• Create an offline event (dinner) to raise money for an NGO participating in the

Mumbai marathon - Use FB/Twitter to promote.• Create an offline event (clothes drive, book drive) – Use FB/Twitter/SEM to

promote• Create an SEM campaign to solicit donations for a cause – measure using

Google Analytics• Create a FB fan page to highlight a social cause – get as many fans as you can,

create and promote some entertaining and enlightening content• Leverage social media tools / SEM to get volunteers for an NGO or specific

event.

Ideally you should be using one social media tool as well as an SEM campaign.

Questions?