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Chase McMichael
Chase McMichael

Social networks are about conversations. Effective social marketing is about having those conversations with the right people. At this session UNBOUND Technologies Chase McMichael and Room 214’s James Clark will demonstrate a case history of the Travel Channel to show how they used Social Network Intelligence to identify, target, and analyze customers across the social graph and then tapped into their passion points. Hear how to create and nurture highly targeted marketing conversations that impact not just individuals, but influence entire online communities.

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Case Study: The Trifecta of Building Online Communities with Influencer ID, Social Community Engagement to Launching Viral Applications James Clark, Co-Founder Room 214 Chase McMichael, Chairman CTO UNBOUND Technologies
WHAT’S UP FACEBOOK FANS!!!!
What Comes First? Platforms People or
POST PROCESS ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],P O S T POST – Forrester Research Methodology
Breaking it Down
Start By Listening?
Monitor ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Information Overload
Don’t BOIL THE OCEAN
Filter Through Influencers social media strategy iPhone application word of mouth custom facebook design social media training social media agency viral marketing blog site development kids first day of school competition SXSW webinars Google baseball iPhone Bing Twitter ENGAGE
Influencer ID ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
What’s An Influencer? ,[object Object],[object Object],[object Object],[object Object],Paranoid Definition – powerful cabal of individuals that can make or break a brand, marshal or dissolve support for business and consumer issues and provide opinions into real-time events as they unfold
How to Spot an Influencer? Source: Radian6.com
Mine Communities Linkfluence.net Blogged.com
Weak and Strong Ties Online social networks, like Facebook, expose weak ties – making it easier to ID and activate the weak ties. Strong Ties: Think the Mafia, Terrorist Cells Weak Ties: “You’re the second person that told me that today.” Dunbar Number = 150 Theoretical cognitive limit to the number of people with whom one can maintain a stable social relationship – Wikipedia.org
Social Density and Affinities UNBOUND Technologies
Social Density and Affinities UNBOUND Technologies
Social Analysis Vast number of friends to proliferate the Brand’s message
Facebook/MySpace Mining ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Pick the Platforms ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Influencer Outreach ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Live Chats ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Twitter ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Widgets ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Kidnap! ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Kidnap! built by Rapp Collins
Private Community ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Community built on Communispace
What We Got ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Image provided by Rapp Collins Image provided by UNBOUND Technologies
Understand Viral Distribution
Results in 6 Months ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Thank You! James Clark Co-Founder, Room 214 www.Room214.com [email_address] Twitter: @jamesoclark Phone: 303-444-9214 x100 Chase McMichael Chairman CTO, UNBOUND Technologies [email_address] Twitter: @ChaseUNBOUND Phone: 888 377 1264 X 22

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Ad Tech UNBOUND Room214 11 2 09

  • 1. Case Study: The Trifecta of Building Online Communities with Influencer ID, Social Community Engagement to Launching Viral Applications James Clark, Co-Founder Room 214 Chase McMichael, Chairman CTO UNBOUND Technologies
  • 3. What Comes First? Platforms People or
  • 4.
  • 7.
  • 10. Filter Through Influencers social media strategy iPhone application word of mouth custom facebook design social media training social media agency viral marketing blog site development kids first day of school competition SXSW webinars Google baseball iPhone Bing Twitter ENGAGE
  • 11.
  • 12.
  • 13. How to Spot an Influencer? Source: Radian6.com
  • 15. Weak and Strong Ties Online social networks, like Facebook, expose weak ties – making it easier to ID and activate the weak ties. Strong Ties: Think the Mafia, Terrorist Cells Weak Ties: “You’re the second person that told me that today.” Dunbar Number = 150 Theoretical cognitive limit to the number of people with whom one can maintain a stable social relationship – Wikipedia.org
  • 16. Social Density and Affinities UNBOUND Technologies
  • 17. Social Density and Affinities UNBOUND Technologies
  • 18. Social Analysis Vast number of friends to proliferate the Brand’s message
  • 19.
  • 20.
  • 21.
  • 22.
  • 23.
  • 24.
  • 25.
  • 26.
  • 27.
  • 29.
  • 30. Thank You! James Clark Co-Founder, Room 214 www.Room214.com [email_address] Twitter: @jamesoclark Phone: 303-444-9214 x100 Chase McMichael Chairman CTO, UNBOUND Technologies [email_address] Twitter: @ChaseUNBOUND Phone: 888 377 1264 X 22

Notas del editor

  1. This is based on Forrester Research – Good Resource is to review the book Groundswell
  2. YES – Discuss the
  3. The monitoring tool screenshots seen here are from Radian6
  4. YES – Discuss the
  5. Most common event is derailment from trying to boil the ocean. Yes track all of those keywords you’ll want to have the data for larger “share of voice” “sentiment analysis” content
  6. Action through refinement of keywords and filtering through influencers
  7. This buzz graph is from a platform called Sysomos.
  8. More than Keywords – Look at Communitiies – Look for Topics of interest to the community
  9. The Facebook mining comes from Unbound Technology
  10. Room 214 used the Kyte platform for the live video chats
  11. Room 214 uses: TweetDeck and CoTweet to manage and run Travel Channel’s Twitter accounts. Top iPhone mobile apps are: Tweetie and Twitterfon
  12. Room 214 uses Clearspring as it Widget distribution platform
  13. The Private Community is based on Communispace