Social Media Marketing Practice @ University of Technology, Sydney 22 August 2011

1. Social Media Marketing Practice "frequent reader" suresh 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 GeektoidMangala suresh.sood@uts.edu.au http://www.slideshare.net/ssood/SMMP11

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3. MX , 19 July 2011 3

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6. …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) 6

7. Theory and Research on Consumers’ Reports of Interactions with Brands and Experiencing Primal Forces, Suresh Sood, 2010 7

8. Agenda – SMMP (stage 1) Marketing transition 8S framework The beginning of social search Tools and tactics of SMMP Facebook fan marketing Twitter and implications for real time marketing B2B Social Networking Best Practices in Social Media Social Graph Social Relationship Management Industry Adoption & ROI Future implications and where will the jobs come from ? 8

9. 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 9

10. 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/ 10

11. 2011 Australian Social Media Data 11 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 Social Media #Infographics H1 2011 August 2011 Source: Nielsen State of the online market: evolution or revolution? March 2011

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13. Collision of Marketing, Customer Service and PR “United Breaks Guitars” “They Shake me” 13

14. The Future of Customer Support Support is a major marketing asset Teaches marketers how to deal with “messiness” Gems in unstructured user generated content Facilitate customers to self-support each other Provides direct feedback to product development 14

15. WHAT DO CUSTOMERS WANT ? A Relationship Promptness Promises Kept Kept Informed Follow Up No Surprises Do It Right First Time Accessibility Responsiveness Knowledgeable People Source : Ray Kurdupleski, (ex-AT&T) & Universal Card Services case study, Bradley T Gale, “Competing on Value” 15

16. Example: Outside London flat 16

17. Challenges Connecting with Council 17

18. Engaged Citizen looking for new ways to connect with Council 18

19. Challenge Today : Moving from Transactions Alone to Relationships Future State = Citizen Engagement (relationships) We don’t do this really e.g. User generated content, ratings, reviews, 1:1 dialogue Current State = Transactions We do this stuff well e.g. Fines, Service Fees … 19

20. 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 http://sydney.mybikelane.com/ 20

21. 21 Social Trash Cans, City of Lucern (Switzerland) Source: NeueLuzernerZeitung Online, 11. Mai 2011

22. The Marketing Opportunity: A Social Media Marketing Challenge Low engagement consumer (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 ( effort spent on content creation e.g. take a video, create artifact ) Level of Engagement  Brand Signal  Brand Equity 22

23. 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). 23

24. September 2009 “Midlife Australians Flock To Social Media” Forrester Groups Social Media Activities Into Five Categories 24

25. September 2009 “Midlife Australians Flock To Social Media” Middle-Aged Australians Increased Content Consumption And Use Of Social Networks 25

26. September 2009 “Midlife Australians Flock To Social Media” Middle-Aged Australians Increased Content Consumption And Use Of Social Networks (Cont.) 26

27. March 2011 “Online Australians Shift To Social Networks” Most Online Australian Adults Use Social Media Regularly Increasing social media engagement 27

28. Leisure Conversationalists Base: US online leisure travelers Source: Forrester’s North American Technographics® Travel Online Studies, Q1 2010 28

29. Generation Y & 2020 ...”They have a different understanding of ‘basic skills’ – wanting to get high-level overviews and return for ‘deeper dives’ when and if needed……………they are very much just-in-time learners and they will go to the Internet or other sources as they need information or skills… In 2020 most Baby Boomers will have retired while Generation Y will dominate employment, comprising 42% of the workforce average job tenure will be around 3 years (4 years today) with voluntary annual turnover approaching 20%. More than 1 in 3 workers will be employed on a casual basis. Australia in 2020, Mark McCrindle 29

30. Go-Nowhere-Gamers “Perhaps worryingly, a new generation will reject travel altogether in favor of gaming, social networking and ‘always on’ media,” the report states. “As in-home leisure is becoming more engaging, a group of young people will emerge who do not go out any more.” Future of Free Time, April 2010 30

31. Agenda – SMMP (stage 1) Marketing transition 8s framework The beginning of social search Tools and tactics of SMMP Facebook fan marketing Twitter and implications for real time marketing B2B Social Networking Best Practices in Social Media Social Graph Social Relationship Management Industry Adoption & ROI Future implications and where will the jobs come from ? 31

32. 8 S’s of Social Media Marketing Practice 1. Social Graph 6. Social (being vs having) 2. Story Feed (Stream) 7. Service Dominant 8. Social Commerce 3. Social Gesture 5. Sharing Stories 4. Social Object 32

33. “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.comupdate 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 33

34. Facebook Object Types for Social Graph latitude longitude street-address locality region postal-code country-name Contact Info : email phone_number fax_number location 34

35. 35 The Levis Friends Store (http://store.levi.com/#store)

36. The ABC as Social Graph Topics Events Music Programmes Users Gardening News Food 36

37. Facebook Social Graph 37

38. 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, commentshave 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 38

39. 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.) 39

40. Google+ Stream and Hangouts 40

41. Social Gesture @ Block Bookmark Check-in (Foursquare) Comments #tags (Un)Follow Like (Facebook) Share Pokes Retweet Reblog Status update (Un)Subscribe 41

42. 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 42

43. Social Psychology Reciprocity: we want to repay, in kind, what another person has provided us Consistency: desire to be (and to appear) consistent with what we have already done Social proof: to determine what is correct find out what other people think is correct Authority: deep-seated sense of duty to authority Likeability: we say yes to someone we like Scarcity: limitation enhances desirability Robert B. Cialdini, Influence: The Psychology of Persuasion (revised; New York: Quill, 1993) 43

44. Social Media Marketing and Principles of Influence(adapted from the blog of MischaCoster) 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 44

45. Social Media Marketing and Principles of Influence(adapted from blog of MischaCoster) 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 Characterisein 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 45

46. Social Media Marketing and Principles of Influence(adapted from blog of MischaCoster) Social proof vs. Bystander effect Social proof ( show certain behaviour when enough others show and makes you want it more) Bystander effect builds on theory of diffusion of responsibility with more people around, the less I will feel personally responsible for taking action in situations the appeal to my sense of responsibility Conflict when enough others donate I don’t need to do so makes it unnecessary to act Last year 75% participated - would you be willing ? - Nobody else has done it this year, so I still need you to do it!” Norm is social proof Wisdom of Crowds & creating social proof set up and monitor user groups, interest groups, customer networks that allow marketers to learn rather then to teach about their product This was one of the highest scoring products among our test group This tested great among all the people that we tried it out on the internet 46

47. Research Based Importance of Social Proof “Werther” effect people suicide in copycat behaviour Pluralistic Ignorance Personal responsibilty is high if only one onlooker of distressed person Peer behaviour Child learning skill vs Parental instruction Herd Behaviour Marketing implications Word of mouth, testimonials, case studies 47

48. Why Do People ‘Like’ A Company Or Brand? (PalomaVazquez on November 1, 2010, www.psfk.com) Extract from report released by ExactTarget and CoTweet 48

49. Social Proof and Social Media Marketing 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 49

50. Social Objects 50

51. “…why social objects are the future of marketing.” (MacLeod 2008) Social Networks form around Social Objects**, not the other way around. (** Term attributed to JyriEngstrom) MacLeod Hugh (2008) GapingVoid.com 51

52. “Elegant Organisation” You don’t start communities. They already exist. They’re already doing what they want to do. The question you should ask is how you can help them do that better. Bring them “elegant organisation”. Jeff Jarvis (2009) quoting Mark Zuckerberg (Creator of Facebook) in “What Would Google Do?” Harper Business 52

53. 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 53

54. 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 "[", "]", "|") Example: "Comment - Share - Join Cause" 54

55. 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 55

56. 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 56

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

58. The largest funding platform for creative projects in the world 58

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60. 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 60

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63. Wine Communities 63

64. 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 64

65. 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/ 65

66. Social (Local) Promotions & Online Group Buying Using Viral Scoopon (sister site catch of the day) Spreets (Yahoo!7) Cudo(ninemsn/Nine Entertainment Co) Jump on it Harvey Norman Big Buys 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) WalmartCrowdSavers (Facebook) PaypalShoptimist 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. 66 80% of Australian Group Buying revenue: 2010 - $63M 2011 - $242M 2014 – $0.5 B Telsyte research

67. How effective are Groupon Promotions for businesses? Study by Utpal M. Dholakia28/9/ 2010see 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 Grouponredeemers 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 67

68. S-Commerce Strategies ACQUISTION RETENTION $$$ Groupon ✔ Online ✔ F-commerce Amazon Amazon Amazon Physical availability See, touch, smell Try /use Human interaction Offline ✔ ✔ ✔ Key opportunities – social selling and social loyalty/retention 68

69. How Shoppers Make Buying Decisions Which of the following are the three most important sources of information that you use to help make buying decisions? 60% 60% Online reviews more important than in-store employees, traditional media, and social networking 50% 40% 30% 29% 29% 27% 24% 23% 20% 21% 19% 14% 10% 11% 10% 0 Friends / Family Data on mfg. sites Online reviews (store-based retailer sites) In-store employees Customer reviews on social networks Customer reviews (online- only retailer sites) Print Customer reviews on blogs, message boards TV Online professional reviews In-store product displays Sample Size = 1,000 U.S. consumers Source: Cisco IBSG Research & Economics Practice, 2010 69

70. Groupon fuels innovation: at all levels of each stage of retail value chain Product Price Merchandising Payments Fulfilment 70

71. S-Commerce Category Opportunities Recommendations and reviews Social network Service /syndication Group Buying Retail or manufacturer site Social network Service /syndication Communities Retail or manufacturer site Social network Service /syndication 71

72. Social media marketing The benefits of social media marketing practice brand equity build enduring and intimate brand relationships Social ✔commerce accountable commercial outcomes research & development generate ideas, develop insights, test strategies knowledge management generate, aggregate, disseminate organisational knowledge 72

73. Agenda – SMMP (stage 1) Marketing transition 8s framework The beginning of social search Tools and tactics of SMMP Facebook fan marketing Twitter and implications for real time marketing B2B Social Networking Best Practices in Social Media Social Graph Social Relationship Management Industry Adoption & ROI Future implications and where will the jobs come from ? 73

74. Google, Facebook and Twitter is My Newspaper 74

75. Social Search 75 Social Networks Search Engines indexing and archiving social content in realtime people you know recommended links from Google + posts Semantic related content Zemanta

76. Referral & Destination Traffic for April 2010agl & originenergy Sites people visit before going to agl.com.au facebook.com (21.19%) google.com (15.57%) google.com.au ( 2.68%) Sites people visit after leaving agl.com.au facebook.com (31.6%) energyaustralia.com.au (< 0.1%) google.com.au (<0.1%) Sites people visit before going to originenergy.com.au google.com.au (46.37%) google.com (25.33%) facebook.com ( 13.90%) Sites people visit after leaving orginenergy.com.au google.com (31.03%) google.com.au (22.31%) facebook.com (9.22%) 76

77. 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 77

78. 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 78

79. 8 Levels of Social Media Analytics http://manobyte.com/blog/index.php/2008/11/what-is-social-media-analytics orginally adapted from Davenport T (2007), Competing on Analytics 79

80. 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 hashtagsand keywords in Twitter streams Start immediately (~3 mins) with Netvibes and vocabulary 80

82. Collects info from Twitter, blogs, and other RSS sources

83. Allows for easy sharing

84. Info all in one spot

85. Less real-time (both benefit and drawback)

86. Track what’s read/not

87. Powerful: Star, share, email, tag, notes, trends

88. LinkedIn - Job changes, New connections, Updates and Groups81

89. Other monitoring options 82

90. Brand Equity - Conversational 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 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 83

91. Conversation Gap - Vacation and Paris * Total identified blogs: 99,181,005 @ 18 December, 2008 84

92. Conversation Gap - Vacation and Paris or Sydney * Total identified blogs: 151,048,780 @ 24 November, 2010 85

93. Paris – Equity Share Analysis of Attributes * Total identified blogs: 151,048,780@ 24 November, 2010 86

94. Blog Mentions:Sydney Opera House, Taj Mahal & Great Wall China A review of the blogosphere on 8 June 2010 reveals 126.87 million blogs 87

95. How Social Media Supports the Myth of Paris Casablanca “We'll Always Have Paris” Lamps, Eiffel Tower,france, night, street, notredame, bw, church, architecture, toureiffel, city, cathedral, louvre, museum City of love , city of lights, landmarks , museums & galleries, Cafés, coffee, conversations, friendship, artists, lovers, philosophers 88

96. 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

97. 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

98. 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

99. “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

100. Marketing Content Audio and video recordings of interviews,roadshows or roundtables for repurposing e.g.podcasts Release schedule focusing on key topics affecting customers with a free subscription Send out news releases through a keyword-optimized service e.g. PRWeb, eReleases (paid) or PR.com, Clickpress (free) Send releases direct to influential bloggers and post on Scribd and FreeIQ Post videos of interviews on YouTube and industry specific video portals specific to your industry Upload audio & video to microsite relevant podcast directories All articles with own HTML pages on microsite Each article with social media capabilities, such as letting people add it to Facebook, Digg, or StumbleUpon 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) RSS feeds available for Web content New news releases are for building key links and for helping bloggers and influencers find the site Upload articles to key vertical and social bookmarking sites 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

101. 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 CoffeesAndSmoothies.blogspot.com Bitemark.com Conversion rate blog Mindjet Pinsent Masons Outlaw.com 94

102. Article Directories EzineArticles.com ArticleDashboard.com Buzzle.com WebProNews (internet marketing) IdeaMarketers.com ArticleAlley.com ArticleCube.com 95

104. 3 additional campaigns and launched new tv series based on the online content96

105. Agenda – SMMP (stage 1) Marketing transition 8s framework The beginning of social search Tools and tactics of SMMP Facebook fan marketing Twitter and implications for real time marketing B2B Social Networking Best Practices in Social Media Social Graph Social Relationship Management Industry Adoption & ROI Future implications and where will the jobs come from ? 97

106. Relationships # Technologies In Saren M. (2006) Marketing Graffati, Butterworth-Heinemann 98

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108. Australian Social Networking : Driven by Facebook 100 Source: comScore Media Metrix, November 2010 : Australian Audience 15+ accessing Internet from Home or Work

109. Social Media Concepts 101

110. 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, Redditand 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

111. 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

113. Visible Relationships

114. ConnectionsProfiles: The Real Value Of Social Networks by Charlene Li, Forrester, July 2004 104

115. 105

116. 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) 106

117. 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 107

118. TREND Motivation to Blog The Journal of Advertising Research (Huang et al., Dec 2007) identified five major motivations for a blogger to blog: self-expression life documenting commenting forum participating information searching The idea of being able to escape the real world Web-based technologies help to unlock existing human needs 108

119. Tag Cloud of Paige’s Story About Travel to Paris Created from Daniel Steinbock’sTagCrowd under Creative Commons © 109 109

121. Notre Dame

122. L'Arc de Triomphe - 248 steps up and 248 steps down...

123. Champs Elysee

124. Jacquemart Museum

125. Louvre Lite

126. Musee D'Orsay

127. Les Invalides, Napoleon's Tomb and the Napoleon Museum

128. Sacre Coeur

129. Monmartre

130. Rodin Museum

131. Pompidou Museum

132. Train to Vernon, bike to Giverny with Fat Tire Bike Tours

133. http://www.fattirebiketoursparis.com/

134. Eiffel Tower+ 1.Gayle + 15." Michael Osman is an American artists living in Paris." "He supplements his income by being a tour guide." I" found out about him on Fodors" "So I engaged Michael for two days." + 2. Paige 14. "They had decide to come to Paris to find the Harley Davidson store so they could buy Harley Paris t-shirts." + 4.”The occasion was my cousin Paige’s 16th” 5. “I am a Canadian and get by in French.” 13."The father stretched out his cupped hands which held all of the pieces they were able to recover, including the memory stick and he very solemnly said, "El muerto...". 9. "I bought a Paris Pratique pocket-sized book at a Metro station. This handy guide has detailed maps of each arrondisement, as well as the metro lines, the bus lines, the RER and the SCNF (trains). I'll never be without this again." 6. "All I can say is WOW! We rented a 2 bedroom, 1 ½ bath apartment (two showers), "Merlot" from ParisPerfect http://www.parisperfect.com/ and boy was it ever perfect! " 12. Unforgettable Memories "This trip had so many memories, but here are a few choice highlights........On our very first night, knowing that the Eiffel Tower light show started at 10:00 p.m.... she [Paige] dropped her camera…down 6 flights…we were stunned…Spanish Family below standing below [with pieces of the camera]” 10."Six months before our trip, I gave Paige a couple of good guide books on Paris and suggested she let me know what her interests were since after all, this was to be her trip." 7. “We had a full view of the Eiffel from our charming little terrace. ....We were within walking distance to two metro stops (Pont d'Alma or Ecole Militaire) " 8. "We were walkable to many good bistros, cafes and bakeries and only a few blocks from the wonderful market street Rue Cler." 110

135. Linguistic Inquiry and Word Count (LIWC)Text Analysis : The Psychological Power of Words Pennebaker, J. W., Francis ME, Booth RJ. (2001). Linguistic Inquiry and Word Count (LIWC): LIWC2001. Mahwah: Lawrence Erlbaum Associates. 111

136. 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/ 112

137. 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” 113

138. 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. 114

140. Upload photos and create a slideshow

141. Use the embed code from the slideshow or follow your blogs rules to embed it on your blog. Use HTML tab in blog form.

142. Optimize photos for the Web via Photoshop or via a Web-based solution(webresizer.com)

143. Provide interesting captions to your photos to tell the story

144. Try the popular Glimphwhich automatically captured with every picture you take a video clip. 115

145. Canada 116

146. Tiffany Co. 117

147. LVMH – Louis Vuitton 118

148. Blendtech & Old Spice 700,884 Susan Boyle 62,169,017 “United Breaks Guitars” 10,177,221 Old Spice The Man Your Man Could Smell Like 30,796,471 ** views current as at 25 March 2011 119

149. 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)

150. Engaging Video Ingredients: Deconstructing a TEDTalk[ TEDTALK 2010] Mini-Documentary Thomas Clifford 1/4/2011 Simple – video follows two people appearing at an event. Emotional – includes emotional ups and downs. Intriguing - kept in suspense through a compelling storyline. 5 main ingredients: Music Interviews Live event: before Live event: during Live event: after 121

151. Global Village 122

153. Interview people, have a talk show, do a video blog with commentary, make short films, be creative

154. Embed the video on your blog. Embed code is readily available to the right of your videos on YouTube

155. Username becomes a channel

156. Tag videos with appropriate key terms to help others find your content

157. Explore and post other video sites, like Vimeo, Viddler123

158. User generated video reviews show strong presence of strategic advertising elements 124

159. YouTube Insight – Video Analytics 125

160. Archetypes of Consumer Conversations About CG Ads Campbell et al (2011), Understanding Consumer Conversations Around ads in a Web 2.0 World, Journal of Advertising Research, vol 40, no.1, Spring, pp.87-102 The Debate The Inquiry Conceptual The Collaborative Oppositionary Emotive The Flame The Laudation 126

162. With a laptop and a Web cam or camcorder connectedyou can easily broadcast live from an event

163. Easy to embed application in blog or Facebook Fan (not Personal) page

164. Show pages allow for audience to chat and comment on an episode127

165. Mashups Type of Web application combining data from more than one source into a single integrated view or tool Online directory of mashups: http://www.programmableweb.com/tag/social 128

166. Agenda – SMMP (stage 1) Marketing transition 8s framework The beginning of social search Tools and tactics of SMMP Facebook fan marketing Twitter and implications for real time marketing B2B Social Networking Best Practices in Social Media Social Graph Social Relationship Management Industry Adoption & ROI Future implications and where will the jobs come from ? 129

167. Australian Facebook Demographics (Source:checkfacebook.com) 130

168. 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. 131

169. Case Studies - Facebook Brasnthings Coldstone Creamery Del Mar racetrack (California) Lacta Chocolate (Greece) Logos Bible Software SSP (Sydney international airport) TommeeTippeeAustralia Yellow Convenience store (Israel) Washington Redskins 132

170. Posting to Facebook In your Group or Fan page create an event Invite Fans or Facebook friends to attend the event - this engages your community Share the event specific URL via Twitter too (use bit.ly) Take your Twitter/Blog bit.ly URL and share it on Facebook via the “what’s on your mind” status update by Pasting the link 133

171. 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. If you don’t want to leave a comment just click on the “like” button 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 If you really like the posting and want all of your friends/fans to know about it click on the “share” button. 134

172. 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 135

173. 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 136

174. The 12 most annoying types of Facebookers The Let-Me-Tell-You-Every-Detail-of-My-Day Bore The Self-Promoter The Friend-Padder. The Town Crier TMIer (The Much) The Bad Grammarian The Sympathy-Baiter. The Lurker The Crank The Paparazzo The Obscurist The Chronic Inviter 137

175. Sharing Your Content and InformationDate 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). 138

176. Agenda – SMMP (stage 1) Marketing transition 8s framework The beginning of social search Tools and tactics of SMMP Facebook fan marketing Twitter and implications for real time marketing B2B Social Networking Best Practices in Social Media Social Graph Social Relationship Management Industry Adoption & ROI Future implications and where will the jobs come from ? 139

177. Detecting flu trends using search engine query data (intentionality) 140

178. 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/ 141

179. 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 ? 142

180. 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 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 143

181. 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 144

182. 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 145

183. 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 . DMsdon’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? 146

184. Finding People to Follow 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 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 www.wefollow.comand “Enter a Tag” to follow the results Visit pages of people who follow you and check out their followers to see if you want to follow them 147

185. This is Negative WOM! Should We Care? 148

186. Feedback & Complaints Management CustomerService Direct sales via links & Promotions 149

187. Twitter Tools & Applications CommuterFeed.comusers tweet traffic info Directory TweetStats 150

188. 151

189. Relationship to IM & e-mail Augments, does not replace Email – longer strands of asynchronous info IM – direct conversation, file sharing, video, screen sharing – Skype Phone – more complex messages; more critical conversations where tone is important 152

190. First steps Consider FaceBook or Google + first Try Twitter or Yammer starting small Have funand give them a chance Add social media to your profile 153

191. Agenda – SMMP (stage 1) Marketing transition 8s framework The beginning of social search Tools and tactics of SMMP Facebook fan marketing Twitter and implications for real time marketing B2B Social Networking Best Practices in Social Media Social Graph Social Relationship Management Industry Adoption & ROI Future implications and where will the jobs come from ? 154

192. 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 6.5 million students and 9 million recent college graduates More than 2 million companies have LinkedIn Company Pages. 155 affluent & influential membership.

193. 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 156

194. Guy Kawasaki’s 11 Ways to Use LinkedIn: 1. Increase your visibility 2. Improve your connectability 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 157

195. 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/) 158

196. On demand Webinar - Zipcast™ (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 Start Zipcast & enable live video Cons – can’t record, schedule, register or take payments 159

197. Agenda – SMMP (stage 1) Marketing transition 8s framework The beginning of social search Tools and tactics of SMMP Facebook fan marketing Twitter and implications for real time marketing B2B Social Networking Best Practices in Social Media Social Graph Social Relationship Management Industry Adoption & ROI Future implications and where will the jobs come from ? 160

199. Maximize outbound links

200. Set outbound links to be opened in a new window

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

202. Agenda – SMMP (stage 1) Marketing transition 8s framework The beginning of social search Tools and tactics of SMMP Facebook fan marketing Twitter and implications for real time marketing B2B Social Networking Best Practices in Social Media Social Graph Social Relationship Management Industry Adoption & ROI Future implications and where will the jobs come from ? 162

203. A New Way of Marketing ? Social Network Marketing 1:1 Marketing ‘All Customers in a network interrelated’ Segment Marketing ‘All Customers are different’ ‘All Customers in a segment the same’ Shotgun Marketing ‘All Customers the same’ 163

204. Giant Global Graph 'll be thinking in the graph. My flights. My friends. Things in my life. My breakfast. What was that? Oh, yogurt, granola, nuts, and fresh fruit, since you ask. Submitted by timbl on Wed, 2007-11-21 http://dig.csail.mit.edu/breadcrumbs/node/215 164

205. Social Network Representation Primary focus is actors & relationships # actors & attributes Nodes (Actors) connected by Links (Ties/relationship or edge) Links represent flows or transfer material goods or information Adjacency list 1: 2 2: 1, 3 3: 2 1 Graph or sociogram 2 3 Adjacency matrix 1 2 3 0 1 0 1 0 1 0 1 0 1 2 3 Relationship Actors 1 = presence of link 0 = no direct link 165

206. 166

207. 167

208. 168

210. Key Network Measures Degree Centrality Betweenness Centrality Closeness Centrality Eigenvector Centrality Diana’s Clique krackkite.##h (modified labels) Connector (hub) Vendor Contractor ? Broker Boundary spanners 170

211. NodeXL - Excel 2007 template for viewing and analyzing network graphs www.codeplex.com/NodeXL 171

212. Agenda – SMMP (stage 1) Marketing transition 8s framework The beginning of social search Tools and tactics of SMMP Facebook fan marketing Twitter and implications for real time marketing B2B Social Networking Best Practices in Social Media Social Graph Social Relationship Management Industry Adoption & ROI Future implications and where will the jobs come from ? 172

213. The benefits of a house (“own”) COMMUNITY Social commerce Donations, gifts, e-coupons… Brand equity build enduring and intimate brand relationships in Australia and globally Research & Development generate ideas, develop insights, test strategies Knowledge management generate, aggregate, disseminate organisational knowledge 173

214. your community Building your community Integration with industry specific platforms Integration with social media platforms Leveraging existing offline channels SEO, SEM & SMO 174

215. How to Commence Identify where social network data and content can/should be integrated e.g. Web site Leverage existing identity and social graphs where your audience hangs, e.g. Facebook Connect Privacy and permission policies and processes aligned with an open strategy 175

216. OrganisationalView Identify key influencers Maximise budgets Precision targeting Morph “CRM” to “SRM” 176

217. Social CRM Social Networking Platforms And Online Group Services Member profiles Blog: Collaborative blog Forum discussion Shared calendar Photo galleries Video Gartner Magic Quadrant for Social CRM (June 2010) nouhailler.wordpress.com/2010/10/15/social-networking-platforms-and-online-group-services/ 177

218. 178

219. 179

221. Elgg is an open source social networking platform

222. Plugin-in based widgets and additions

223. No coding required if you don’t want to

224. Coding possible if you want to

225. some LAMP knowledge required

226. Profiles, Activity streams, (micro) Blogging, Groups & Discussions, Pages, Photo & Video Gallery… 180

227. What you will Get Your Own Social Networking Site installed on your own servers on your own network for just your own employees and business partners Tools Enabling employees to connect amongst each other in geographic location share and collaborate within company communicate externally with B2B partners Profiles, Activity Streams, Conversations, Blogging, Social Bookmarking Social Focus Rich profiles foster teamwork and build relationships that span boundaries such as the location, department and job functions. Expert location allows the ability to identify key people who have specific knowledge or strategic business relationships, both internally and externally Allows potential recruits to create profiles and upload references ready for HR or employment beyond face to face meetings Real-time updates on site groups channel activity e.g. a channel can be set up for the SchweizerBundesfeier / Fête nationale Suisse for all parties needing to be informed of special activities e.g. availability of specially baked bread for employees and customers or for key executives to provide inputs for strategic plans Real-time microblogging style conversations with Twitter interactions permissible 181

228. Groups 182 Microblogging Real-time updates :on site, groups and channel activity. Rich, informative profiles for employees, managers and partners

229. Existing Elgg Implementations Government * The Executive Lounge * Hedgehogs.net * Hill and Knowlton * Institute of Executive Coaching * Interactive Games & Entertainment Association * Live Out There * UnltdWorld * Wiley Publishing * Oxfam * Royal College of British Architects * Australian Government * British Government * Federal Canadian Government * MITRE * New Zealand Ministry of Education * State of Ohio, USA * The World Bank * UNESCO * United Nations Development Programme * Canadian Employment and Immigration Union * Tides Canada Businesses 183

230. Launching a Social Network Service What is your social object ? Define your vocabulary Mobile Photos, Videos, Latest Activity, Members, and Events Keywords for discoverability Welcome centre FAQs Moderation e.g. suspend members, own user moderation Kick start with champions/evangelists/passionates Latest activity Giveaways e.g. book from authors/guest visiting library Monitor registrations Members/volunteers as moderators Link to main web site Promote content via email, Twitter & Facebook Share content on Facebook 184

231. Mobile Site Auditor (Beta) Go to: po2.co/msa Enter email & URL Analyze 100 pages Optimize conversion 185

232. 186

233. 187

234. Tools for Lead Generation Facebook, Twitter and LinkedIn Google Alerts and Twitter Alerts reasons to create conversations SocialToo tracks new and lost followers. GeoChirp is focus on a specific geography TubeMogulspread the word with video Twellow finds people Sproutsocial manages social interactions 188

235. Agenda – SMMP (stage 1) Marketing transition 8s framework The beginning of social search Tools and tactics of SMMP Facebook fan marketing Twitter and implications for real time marketing B2B Social Networking Best Practices in Social Media Social Graph Social Relationship Management Industry Adoption & ROI Future implications and where will the jobs come from ? 189

236. A Tale of Two Business Models for Dating 190

237. Show me the money! Wallflowers (low – or no - engagement in 6 or less channels) Selectives(high engagement in 6 or fewer channels) Butterflies (low engagement in 7 or more channels Mavens (high engagement in 7 or more channels) *Source: Engagement db.com July 2009 Prepared by Wetpaint and Altimeter 191

238. Dell Joined Twitter in 2007 Has achieved over US$3 million in sales from Twitter followers Multiple accounts Offer special deals with links Tracks conversions with proprietary software 192

239. Measuring the ROI of Social Media In Social Media, several metrics that can be taken into account: Attention (=traffic) Participation (=comments, ratings, etc.) Authority (=Technorati rating, inbound links, trackbacks) Influence (=subscribers, fans, followers) Sentiment (=largely immeasurable) 193

240. Potential Goals & Measures 194

241. Measuring Tips Use URL shorteners like http://bit.ly These services track the number of clicks. If you post a link on multiple social media sites, associate a unique short URL with each site. This can help you to determine variances in your community members across sites. Get addicted to Google Analytics Tracks top referral sites – including social media Number of unique visits Average amount of time per visit Bounce Rate Can help you develop metric benchmarks for envisioning success 195

242. Metrics 196

243. Agenda – SMMP (stage 1) Marketing transition 8s framework The beginning of social search Tools and tactics of SMMP Facebook fan marketing Twitter and implications for real time marketing B2B Social Networking Best Practices in Social Media Social Graph Social Relationship Management Industry Adoption & ROI Future implications and where will the jobs come from ? 197

244. Social Media Development 2009 2011 2010 Adapted from Altimeter Group 198

245. Livestation TV 3.0 All your channels in one place Surf and email while you watch Instant, live chat with others watching Livestation Desktop alerts bring you breaking news and Livestation updates 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. 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.

246. Using Geolocation in Marketing Geolocation built into strategy – Nike+ Clear reason to share personal information Offer rewards for check-in to location services from social network Use social network geographic data to drive location interaction Most important factor is social engagement to connect with people or find places liked by people they trust Taplisterconnects beer aficionados with geolocation information about taps 40 million + people check in using geolocation Lost in Geolocation Why Consumers Haven’t Bought It and How Marketers Can Fix It by Will Reese and Jamie Beckland Mobile Marketing Report: Spring 2011 200

247. 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 ownerchecks real time stats Recentvisitors, frequent, time of check in gender, broadcast to Fb and Twitter * Stats from Hitwise 201

248. Social Strategy: How do we do it? Strategy, Management, Resources 202

249. 0.1 0.003 0 5 0.2 1 95 99.8 99 203

250. Levels of User Engagement Curators Moderate a forum Edit a wiki 204

251. Community Manager Serve customers through listening and responding to needs vs marketing or advertising. Focus on launching and growing the community through: Invite creators and influencers to become charter members of the community Create evangelists through providing exclusive access to new information, attendance at pre-launch party and have them provide feedback for future initiatives Start community with conversations and have community manager encourage sharing stories of problems, overcoming issues and successes Ensure community can be readily found with links from web sites, blogs and other popular social media. Accelerate community adoption through existing marketing efforts including emails newsletters and create a sense of urgency. 205

252. Curator Hearts, Keys and Puppetry – Twitter Fairy Tale Neil Gaiman fantasy Writer 124 Contributors over 8 days 10,000 tweets  874 via editorial curation Marie Lenatupot and Tim Stock, What's next for segmentation? Admap Magazine, Feb 2010 206

253. 207

255. Video and audio podcasts

256. Photography

257. Press coverage

258. Communities

259. Blogs (company and external)

260. Microblogging (Twitter)

261. External wikis

262. Communities

263. Social Networks

265. Culture

266. Plan for stakeholder/executive buy-in

268. Board members

269. Analysts and other pundits

270. Employees

272. Objectives

273. Focus Areas

274. Strategies

275. Tactics

276. Timing / Owners / Milestones

278. Policy overview

279. Tools training

280. Blog platform (as needed)

281. Twitter

283. Scope of Work

284. Budget

285. Social media policies

286. Bootcamp 208

288. Microblogs (Twitter, etc) monitoring

290. Banner design

291. Content recommendations/editorial calendar

292. Coaching bloggers

294. Best practices for engagement

295. Monitor

300. Outreach/Introductions

301. Social media releases

303. Recruit panelists/speakers

304. Plan

305. Logistics

306. Campaign design

307. Social media best practices

309. Community development

310. Social Network app dev

311. Video development

312. Event development

313. Social release development

314. Coaching and counsel209

316. Post frequency

317. Comment traffic

318. Links/Trackbacks

319. Technorati/Alexa/Other

320. Anecdotal

322. # of followers (impact)

323. # Quality of followers (reputation)

325. Volume

327. Trends

330. Factiva

331. Backtype

332. Twitter, Tweetdeck, Twhirl, etc.

333. BudUrl, Tweetstats, Grader, etc

334. Google Blog Search & Analytics

336. Custom Analysis210

337. Caution! “Children never put off till tomorrow what will keep them from going to bed tonight” ADVERTISING AGE 211