social media tips for startups - social3i - nwen - july 2011

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Social Media Tips for StartupsJuly 2011

Presented by:

Andy Boyer and the Social3i team

http://social3i.blogspot.com/


http://www.social3i.com/

social3i Proprietary and Confidential 2

Copyright Note

The material used in this deck is a combination of content originally

created and developed by Social3i Principals, as well as content

sourced by researching social media in major search engines and

content sharing sites.

Hopefully all charts and graphs in the deck attribute the work to the

original owner, along with a link to where the content was sourced.

However, due to the widespread sharing of this deck, it is possible

that some information is not accurately attributed. We apologize for

any errors, and in no way make any claims that all of the data in this

presentation is the original work of Social3i Consulting.

If you feel your work has been unfairly distributed or represented in

this presentation, please contact [email protected]


Resources for the eIQ:

Delicious.com/social3i


About Us

• social3i is a small but nimble marketing services consultancy

• We provide Large-scale brand analysis, audience research and social

marketing programs for major global brands and mid-sized companies.

• Focus on social commerce and delivering ROI based programs, not just

brand impressions

• Background with RealNetworks, Publicis, Microsoft, Photoworks, venture-

backed startups, non-profits, and minor league baseball.

• Join us:

• www.Social3i.com

• www.Facebook.com/social3i

• Twitter: @social3i

Intelligence & Insight

Ideation & Planning

Influencer Marketing

Social Marketing Program

Development

Social Competency

Training


Today’s Agenda

• The Basics• Social Media key terms, players, and success stories• How companies are building and managing their

reputation through social networking sites

• Channels• Examples of best practices in key social media channels

• Planning• How to develop editorial calendars and steady streams

of programming• Who to have manage your communties and how to

efficiently manage those programs


Section 1: BasicsThe Social Marketing Imperative

(Aka… Why are we doing this?)





News is happening at the Speed of Social Media

3:26 pm photo was posted to Janis

Krum’s (@jkrums) twitter profile

New York Times broke the news at

3:48 pm and didn’t post to the

frontpage until 4:00 pm


The Mainstream Has Adopted Twitter


And Even a Higher Power than Oprah


Our Commander in Tweet


Marketing Budgets are Integrating Social


Content moves from Social to mainstream


You can mine social for cultural memes


Social Media is great for SEO


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

http://www.youtube.com/watch?v=BmykFKjNpdY&feature=related


But you can’t go all social – you still need a permanent

hub to come back to. The Skittles Debacle.


Day 2


Day 3

July 22, 2011


The Result


Section 2: Best PracticesPart 1: Overview





Social Programs Span Across the Company

•

•

•

•

Marketing

Sales

Research

Customer Service :

Understand what is being said about your brand, leverage data to

improve traditional marketing efforts

Understand where to find more leads, and who influences your core

audiences

Crowdsource ideas faster and fill out missing pieces of data from

traditional research

Understand what issues customers are having, and where those

customers are going for solutions.


Quiz Time: Basic Logos We Probably Know

Facebook Twitter YouTube LinkedIn Wordpress

Blogger Wikipedia Foursquare Tumblr Flickr


Segmenting the Channels(The Brian Solis Flower)


A Brief Moment to Talk about Mobile and Tablets


What does your web site look like on mobile devices?


We’re not talking about this today unless you REALLY

want to….


Section 2: Best PracticesPart 2: Case Studies - From Theory to Practice




Why Blog?

Benefits

Best Practices

Themes

Plugins

WordPress


Don’t Fear it – Just

produce content


Facebook

Why Facebook?

67% of B2C companies41% of B2B companies Are acquiring customers through Facebook.

How the Leading Global Brands use Facebook


Anything you can do on the web, you can do in Facebook


Red Bull


Golazo


World Park Campaign

http://www.youtube.com/watch?v=7OCyfV_k2_g


How Levi’s Chose a Community Manager


Buying Fans to Spur Awareness


“Buying” Fans? – Papa John’s

• 150k fans Day 2

• 100k fans Day 1

• Levels off`


Facebook Advertising

Social Advertising – Facebook

Choose your audience by location, age and interests.

Choose to pay only when people click (CPC) or see your ad (CPM).

Connect with more than 500 million potential customers.

Promote your Facebook Page or website.


Twitter


“Twitter Seems Dumb. Why is it so popular?”

• Ability to ping people who ordinarily wouldn’t give you their phone number or email address

• Real time data - unfilteredAccess

• Competive research

• Who knows who?

• Deep looks inside companies – who works there?Info

• Be funny

• Show personality

• Talk about what you knowFun


Everyone is a potential reporter:

Live from Bin Laden’s House


The key to Twitter is engagement with

people you don’t usually have access to


The story of Frank


The Taco Trucks….


Nonprofits….


A Local Hero - @MsBeerVendor


Twitter

Social Advertising – Twitter

“Promoted Tweets are offered on a Cost-per-Engagement (CPE) basis, so you only pay when a user Retweets, replies to, clicks on or favorites your Promoted Tweet. Retweeted impressions by engaged users are free.

Just like regular Tweets, the ones that users engage with most tend to be insightful, conversational, fresh and timely, and crafted for sharing”


YouTube

http://www.youtube.com/oldspice


YouTube Content cycles

• A video on YouTube gets 50% of its views in the first 6 days it is on the site, according to data from analytics firm TubeMogul.

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

• That's a really short life span for YouTube videos, and it's probably getting shorter. In 2008, it took 14 days for a video to get 50% of its views and 44 days to get 75% of its views

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

http://tubemogul.com/

http://www.businessinsider.com/chart-of-the-day-the-lifecycle-of-a-youtube-video-2010-5
























Blendtec


WillItBlend

Channel Views: 5,647,785

Total Upload Views: 138,247,121

Joined: October 30, 2006

#33 - Most Subscribed (All Time) -

Directors

#64 - Most Viewed (All Time) -

Directors

http://www.youtube.com/channels?p=2&s=ms&gl=&t=a&g=3







http://www.youtube.com/channels?p=3&s=mv&gl=&t=a&g=3








YouTube – Common Craft


LinkedIn – IPO 2012…


LinkedIn Maps


LinkedIn Signal


Social Advertising – LinkedIn

Social Commerce

Target by Geography, Company, Job Title, Groups, Gender, Age and more.


Tumblrhttp://today.tumblr.com

http://today.tumblr.com/


Tumblr - Huggieshttp://highchaircritics.com/

http://highchaircritics.com/


Listening and Discovery - Going offsite to find

conversation already happening


Why you need to be honest…


Hosted Community: Dell Idea Storm


Commercials that will never run on TV

http://adland.tv/commercials/coke-coca-cola-happiness-machine-2010-200-usa


And We Still Haven’t REALLY Gotten To….

iPads

Apps

Flickr

Yelp

Biznik

Podcasts

Ustream

Groupon / Living Social

Digg / Reddit

Etc……


Section 3: Developing YOUR Campaign





Define a Goal

Ignore

Interest

Interact

Integrate

Influence

Develop marketing and business plans without benefit of any data or insights generated on the social web about you or competitors

Basic benchmarking, auditing and listening to conversation about your brand, customers & products

Enagaging with fans, followers, press, analysts and critics

Melding social into your overall marketing program

The Long Term Goal: Giving customers a say in developing, supporting and evangelizing your brand


What to Measure


Determining Level of Effort/Time/Money


What will you share with the community?Eloqua on Slideshare.net


Develop Internal Best Practices

Tip #1. Recruit multiple bloggers

Effective blogs are updated frequently. But many small marketing teams

struggle to find the time to continually feed the beast. Having multiple

contributors ensures your blog will be a compilation of multiple

viewpoints and relevant expertise that attracts a variety of readers. Tip

Tip #2. Enforce regular posting

Maintaining a consistent schedule is essential to a successful blogging

strategy. Get the CEO on board.

Tip #3. Share metrics and reward success

Run internal contests to single out the blogger whose post was shared

the most. Shares the metrics from the team’s blogging and social

efforts to show the rest of the company how important their

contributions are.

Source: Marketing Sherpa

Example: Best Practices for Company Blogging


Mobile Content Capture

Instagram Color Zapd


Take advantage of simple ways to build a nice hub -

About.me


Use Tools - Hootsuite


Use Tools - Tweetdeck


Other Details

Evaluate internal staffing options and available content.

Choose your social brand.

Set up a dedicated email address, lock down your urls.

Think of everything you do as a content opportunity


11. Build Editorial Calendar

Editorial Calendar

Date Offline Event

Retail Group Aggregated Content on

Web Site

Blog Facebook (In addition to

general discussion)

Twitter (In addition to replies and discussion)

YouTube Foursquare

Sun 1/10Mon 1/11Tues 1/12Wed 1/13Thurs 1/14Fri 1/15Sat 1/16Sun 1/17Mon 1/18Tues 1/19Wed 1/20Thurs 1/21Fri 1/22Sat 1/23Sun 1/24Mon 1/25Tues 1/26Wed 1/27Thurs 1/28


Final Recap

Everyone is leveraging social marketing, and customers now EXPECT it.

Figure out who you want to reach, why you want to reach them, where they can be reached, and what you want them to do when your each them.

There’s really no reason you WOULDN’t want a world where customers can tell you what to fix, and ask you how they can help.

You have way more content opportunities than you know what to do with.

Use tools and programs that are being specifically built to help you.


Contact Info





Thank You

Web: http://www.social3i.comBlog: http://social3i.blogspot.comTwitter: @social3i



http://twitter.com/social3i

social media tips for startups - social3i - nwen - july 2011

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