socialmediastrategies-social3i-svcseattle-february2011

blogwww.social3i.com || Seattle Washington

Developing Social Media Strategies

School of Visual ConceptsFebruary 9, 2011

Andy Boyer, Xavier Jimenez,

Colin Lamont, Michael Neu

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 are not making 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]


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:

• [email protected]

• www.Social3i.com

• Twitter: @social3i

Intelligence & Insight

Ideation & Planning

Influencer Marketing

Social Marketing Program

Development

Social Competency

Training


Agenda

9:00 Section 1: Social Media 101

Why are We Here?

Best Practices / Channel Overviews

10:30 Email Break

10:45 Section 2: Building Your Social Media Program

Integrated Campaign Case Studies

Frameworks

Tools. Tips and Tricks

12:00 Lunch

12:30 Section 3: Learning About Your Brand, Market and Competiton Online

Tool Demo: Utrack.it.

1:00 YouTube Case Study – Jason Reid, Producer/Director of Sonicsgate

1:30 Section 4: Social Media 201 – Adding Commerce to Your Campaign

2:30 Real Life Case Study – Teatro Zinzanni“Social Media on a Shoestring”

3:15 The Future: Social Games, Virtual Currency and More


Word of Warning

Things we won’t cover in detail:

• How to make $1 Million as a professional

blogger

• How to spend 30 minutes making a video and

getting 14.5 million views

• Advanced CSS code and Blog customization

• Writing FBML Code

• Video Editing and Podcasting

• iPhone App Development

SVC has EXCELLENT classes in some of these

advanced online skills


Section 1:

SOCIAL MEDIA 101





The Social Marketing Imperative

(Aka… Why are we doing this?)





The Social Web is influencing customer decisions

77% of all internet users participate in social networking sites

Viewing on social sites has surpassed personal email usage

70% of consumers trust opinions, posted online, by other online consumers

51% of consumers use the Internet even before making a purchase in shops

Data: Nielsen Research / Comscore Media Metrix 2009


Social Programs Span Across the Company

•

•

•

•

Marketing Best Practice:

Sales Best Practice:

Research Best Practice:

Customer Service Best Practice:

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

Vrowdsource 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.


News Now Travels 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


Consumers want to say hi

21,000,000+ Fans!


Social Phenomenon Go Mainstream


Companies Mine Social for Memes


ROI is Important


Social Media Stats for Boardrooms

and Cocktail Parties





Theme 1 - The Face of the New Internet is Social


The Social Media Heavyhitters


Marketing Budgets are Integrating Social


Social Media Channel Overviews / Examples of Best Practices





Quiz Time: Basic Logos We Need to Know

Facebook Twitter YouTube LinkedIn Wordpress

Blogger Wikipedia Foursquare MySpace Flickr


Defining Channels(The Brian Solis Flower)


Resources for the class:

Delicious.com/social3i


Twitter


Comcast Cares


The Taco Trucks….


Talking with Personalities


Facebook


Oreo


Red Bull


Golazo


Facebook – The Metropolitan Grill


Starburst


Buying Friends: Papa Johns


“Buying” Fans? – Papa John’s

• 150k fans Day 2

• 100k fans Day 1

• Levels off`


What Happened

• Environmental activist group Greenpeace has long been putting the

pressure on Nestle to stop using palm oil

• A provocative new Web video campaign (warning: may be a bit

nauseating) on behalf of Greenpeace's U.K. arm targeted the food

manufacturer as a threat to the livelihoods of orangutans, and

according to Greenpeace, Nestle lobbied to have the video

removed from YouTube, citing a copyright complaint.

• Greenpeace supporters--whom the activist group had encouraged to

change their Facebook profile photos to anti-Nestle slogans that

often incorporated one or more of the company's food logos--started

posting to the Nestle fan page en masse.

• Nestle countered with a mild threat: "To repeat: we welcome your

comments, but please don't post using an altered version of any of

our logos as your profile pic--they will be deleted."

http://vimeo.com/10236827

http://members.greenpeace.org/blog/greenpeaceusa_blog/2010/03/17/nestle_taking_a

http://members.greenpeace.org/blog/greenpeaceusa_blog/2010/03/17/nestle_taking_a


Fail: Nestle’s Facebook Debacle


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


Fail: Motrin Backlash

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


Blogs: Coca-Cola Happiness Machine

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


Spreading the Happiness

<object width="640" height="385"><param name="movie"

value="http://www.youtube.com/v/lqT_dPApj9U&hl=en_US&a

mp;fs=1"></param><param name="allowFullScreen"

value="true"></param><param name="allowscriptaccess"

value="always"></param><embed

src="http://www.youtube.com/v/lqT_dPApj9U&hl=en_US&am

p;fs=1" type="application/x-shockwave-flash"

allowscriptaccess="always" allowfullscreen="true" width="640"

height="385"></embed></object>


Listening and Discovery - Going offsite to find

conversation already happening


Blogging


Blogging for Profit – Andru Edwards


Other Blogging Platforms


Blogging Math

Monthly Uniques

Pages per UU

Ads per page CPM

Revenue Per Month

Revenue Per Year

100,000 2.5 2 $ 3.00 $ 1,500.00 $ 18,000.00

Monthly Page Visits

Ads per page CTR CPC

Revenue Per Month

Revenue Per Year

250,000 2 0.50% $ 0.50 $ 1,250.00 $ 15,000.00


Hosted Community: Dell Idea Storm


Hosted Community: Mad Men Yourself


Mad Men Yourself


Mad Men Yourself Results

• The Mad Men Yourself site received a

whopping 1 million unique visitors.

• Out of those 1 million, 600,000 of them

created avatars — not too shabby for what’s

essentially just a silly toy.

• The first episode garnered 3.3 million viewers,

and went on to become one of Nielsen’s Top

10 timeshifted primetime TV programs with a

57.7% increase in viewership.


Integration: Starbucks Conversation


Integration: Starbucks


Integrated Campaigns


Integrated Campaigns - The Fun Theory

http://thefuntheory.com/


Bing Jingle


Integrated Planning - TeatroZinzanni


Fail (Or win?) Skittles goes all Social

Day 1


Day 2


Day 3

February 10, 2011


The Result


Using LinkedIn for simple ground work


LinkedIn Maps


LinkedIn Signal


Wikipedia –

How REI Edits Their Page and Respects the Community


Fail: Whole Foods


And We Still Haven’t REALLY Gotten To….

iPads

Apps

Flickr

Yelp

Biznik

Podcasts

Ustream

Groupon / Living Social

Digg / Reddit

Etc……


Section 4: Building a Social Marketing Strategy





Before You Get Started – Know WOMMA’s Rules

www.womma.org

It’s all about the Honesty ROI. Ethical word of mouth

marketers always strive for transparency and honesty in all

communications with consumers, with advocates, and with

those people who advocates speak to on behalf of a product.

* Honesty of Relationship – you say who you’re speaking for

* Honesty of Opinion – you say what you truly believe; you

never shill

* Honesty of Identity – you say who you are; you never falsify

your identity

http://www.womma.org/


A Checklist

(One Blueprint, not necessarily the DEFINITIVE Blueprint)

1. Define a Goal.

2. Start listening to the conversations

3. Figure out who and what you will measure

4. Decide upon a target audience.

5. Determine your budget – time and money.

6. How much control will you give up?

7. Develop Corporate Policies

8. Evaluate internal staffing options and available content.

9. Choose your social brand.

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

11. Build an editorial calendar.

12. Go live., then ENGAGE ENGAGE ENGAGE


1. Definine 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


Example: Is SEO one of the goals?


Key Social Performance Indicators

• Awareness & Education: Are we contributing to the

overall awareness of the brand, the product, and its

features?

• Trial: Are we driving new significant and high-quality

experiences with the product?

• Loyalty: Are we driving repeat visits to/sessions with the

product?

• Engagement: Are we driving engagement with our

consumers through communities and connections?

• Evangelism: Are we creating evangelists that will share

the brand’s and product’s virtues to others?

88


3. What to Measure


4. Determine Your Target Audience

•

•

•

•

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

Vrowdsource 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.


5. Determining Level of Effort/Time/Money


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


7. Develop Internal Best Practices Documents

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


Fine Details

8. Evaluate internal staffing options and available

content.

9. Choose your social brand.

10.Set up a dedicated email address, lock down

your urls.


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


Defining Channels (The Brian Solis Flower)


Supporting Tools for Execution





Listening and Discovery Tool

www.Paper.li


DandyID


Url Shorteners – Bit.ly ―Goo.gl , ow.ly , etc…‖


Twitter Tools – CoTweet


Twitter Tools – TweetDeck (Also Hootsuite, Seemic)


Twitter Counter


Tube Mogul

• Allows one upload to launch to the majority of the video

sharing sites simultaneously.

• Keeps stats on each of your channels that allows you to

measure historically.

• Limited plans are free and then paid plans offer

increased reporting and site upload options.

• http://www.tubemogul.com

http://www.tubemogul.com


Section 4: Social Media Measurement:

U-Track.it Live Demo





Jason Reid – YouTube Case Study





Social Commerce

Colin Lamont and Michael Neu





“If I had to guess social commerce is

the next area to really blow up"

- Mark Zuckerberg


Social Advertising – LinkedIn

Social Commerce

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


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

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”



Building Ads – Image Optimization Tips

1) Fill Space (Horizontal 110 x 80)

2) Faces (Up-close of faces do well if relevant)

3) Relevancy

4) Branding (Add branding to image, free)

5) Clarity

6) Zoom / Scale

7) Transparent or White Background

8) Contrast with FB Colors (Stand Out)



Building Ads – Title & Copy Optimization Tips

1) Try One Line

2) Ask Questions & Elicit Reactions (Humor)

3) Short can be better

4) Clear with Offering & Why they should care

5) Reason to Click (Coupons, Offers, Giveaways)

- #1 People Become Fans is Access to Promotions

6) Personalization in Ad Copy (Geo, Likes & Interests)

7) Tell them to “like” your brand

8) Call to Action

9) Sound like a Human not a Large Corporation



A / B Testing

• Define Measurement & Goals (Clicks, Fans, Signup, Sales)

• Choose a Control (Starting Ad)

• Create Test Ads. Change 1 variable (image, headline, etc)

• Test Targeting Features

• Statistical Significance (100+ clicks vs. 3)

• Run Simultaneously

• Don’t Assume FB suggested bid is correct

• Cost of Ads (Time of Year, Targeting Depth, etc)

• Optimize & Repeat!


Social Commerce

Social Media Promotions & Contests

• Sweepstakes

• Coupons

• User Generated Contests (Crowdsourcing)

• Product Giveaways

• Trivia & Quizzes


Social Commerce

Facebook Page & Promotion Best Practices

• Consistency with Campaigns Throughout Year

• Change with the Seasons

• Conversational


Social Contests

Prizes

• Keep the Prize tied to the Contest

• Keep it Interesting & Worth their Time

• Multiple Winners

Viral Myth

• Status Updates & Interaction Needed

• Offline Marketing Integration

• Facebook Ads. #1 source. Sent to Contest Page


Social Commerce

Hosted Contests (Dream Wedding – User Generated)


Social Commerce

Full Branded Contest in Facebook

Wall

Tab

Photo

Shared Friends


Social Commerce

Donations or Payments with Status (Awareness)


Social Commerce

Facebook Credits

“Facebook supports real-world transactions connecting well over 500 million users to the consumption of pretty much anything.”

“Facebook credits currently cost $5.00 for 50 credits, and so forth, and can now even be purchased at 7-Eleven, over 20,000 CoinStar machines, Wal-Mart, Best Buy, to name a few.”


-Up to 25% of a shopper’s online time is spent on Facebook

-28% of all purchasing in last 6 months influenced by Social

Media

- The Value of Facebook Fans:

- 41% more likely to recommend a brand

- 28% more likely to continue using them

- Worth on average $136.38 in yearly sales

- Spends $71.84 more per year than non Facebook Fans

- Nearly 40% of users Fan a brand on Facebook for deals, AND

THEN

- They are 60% more likely to recommend the brand to friends

$elling on Facebook


Facebook Store Feature Differentiation

- Number of Facebook Fans

- Number of Products and/or Categories

- Payment Methods: PayPal, Google Checkout, Credit

Cards

- Promotions: Coupons, Badges, Rewards, Flash Sales (ie.

GroupOn)

- Payment Location: Facebook Tab, Facebook App, Back to

www Site

- Social Media Integration: Facebook/Twitter post-

purchase sharing

- Design Customization

- Inventory Integration: By Hand vs. CSV, Excel, etc.

- Pricing: Free, Monthly Fee, % of Sales, etc.


In Class Discussion – Teatro Zinzanni





Matt Dallas - RealGames





Contact Info





social3i Management Bios

Andy BoyerIntegrated Marketing

Strategy & Planning

Andy Boyer was a Principal at social

media agency Spring Creek

Group from 2007-2010, leading client

campaigns inside Microsoft and other

companies, developing short and

long term social media strategies,

and recruiting a team of Engagement

Leads and Community Managers.

His previous experience is

highlighted by six years in e-

commerce marketing at streaming

media pioneer RealNetworks from

1996-2002. As Co-Founder of

social3i, Andy develops holistic social

media programs that are integrated

into overall marketing efforts.

Twitter: @aboyer

Linkedin: Add Andy to your network

E-mail: [email protected]

Xavier JimenezIntegrated Marketing

Research & Ideation

Prior to co-founding social3i Xavier was

Principal and Analytics Practice Head at

social media agency Spring Creek

Group in Seattle Washington. Xavier has

worked with Fortune 500 brands like

ubid.com, RealNetworks, American

Greetings, T-Mobile and Microsoft to

deliver deep consumer insights using

emerging media measurement

technologies. As chief social intelligence

strategist, Xavier is tasked with qualifying

and transforming raw data from online

video, mobile advertising, widgets, blogs,

social networks, and other user

generated content into deep customer

intelligence.

Twitter: @xjimenez

Linkedin: Add Xavier to your network


Colin LamontIntegrated Marketing &

Mobile Campaigns

Colin Lamont has 15 years direct

marketing, e-commerce, and product

management experience in helping build

and grow consumer products and services.

Most recently, he was the Vice President of

Marketing at GotVoice, an Ignition Partners

funded mobile solutions company that was

successfully sold. An expert of integrated

marketing, Colin leverages social media

outreach to support direct marketing,

branding, PR, speaking engagements and

events to cost-effectively grow companies.

Previously, Colin worked at RealNetworks,

starting in 1995, & culminating as Director

of Consumer Marketing for the RealGames

and GameHouse divisions in 2006.

Twitter: @social3i

Linkedin: Add Colin to your network


http://twitter.com/aboyer

http://twitter.com/aboyer

http://www.linkedin.com/in/aboyer

http://www.linkedin.com/in/aboyer

mailto:[email protected]

http://twitter.com/xjimenez


http://www.linkedin.com/in/xavracesboston2007

http://www.linkedin.com/in/xavracesboston2007




http://www.linkedin.com/profile/view?id=3216621






Thank You

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



http://twitter.com/social3i

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