Social media is influencing customer decisions and marketing budgets are integrating social media. This presentation provides best practices for startups to build a social media presence, including defining goals, listening to conversations, choosing social channels, creating content, and measuring success. Case studies demonstrate how companies are using social media for marketing, customer support, and product development. Measurement tools are discussed to track social actions and sentiment.
1. Social Media for Startups November 3, 2010 Presented by: Andy Boyer and the social3i team
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 andy@social3i.com
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4. We provide Large-scale brand analysis, audience research and social marketing programs for major global brands and mid-sized companies.
5. Background with RealNetworks, Publicis, Microsoft, Photoworks, venture-backed startups, non-profits, and minor league baseball.
21. News 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 Page 9
37. Social Spans Across the Company Marketing Best Practice: Understand what is being said about your brand, leverage data to improve traditional marketing efforts Sales Best Practice: Understand where to find more leads, and who influences your core audiences Research Best Practice: Crowdsource ideas faster and fill out missing pieces of data from traditional research Customer Service Best Practice: Understand what issues customers are having, and where those customers are going for solutions.
38. Building a Presence is a Process Influence Integrate Melding social into your overall marketing program Interact Enagaging with fans, followers, press, analysts and critics Interest Basic benchmarking, auditing and listening to conversation about your brand, customers & products Ignore Develop marketing and business plans without benefit of any data or insights generated on the social web about you or competitors
39. Section 2: Best Practices Part 2: Case Studies - From Theory to Practice
55. Naked Pizza has annually revenues of over 1 Million and has a significant twitter presence
56. The CEO posts up to 15 times a day and said his company is now posting as well and primarily using Twitter to market to an area with a 3 mile radius of their stores.http://twitter.com/NakedPizza
63. Foursquare Tutorial Copyright Flair Media on Slideshare: http://www.slideshare.net/KarynCooks/jumping-in-to-foursquare-reviewing-locationbased-platforms-for-business
64. Section 3: Content Development / Integrating Social Into Your Marketing Plan
65. 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
67. Our Social Media Checklist(One Blueprint, not necessarily the DEFINITIVE Blueprint) Define Goals and Targets. Start listening to the conversations Determine your budget – time and money. Evaluate internal staffing options. Evaluate your available content. Choose your social brand. / Decide upon an identity. Set up a dedicated email address Lock down your urls and hide pages. Build an editorial calendar. Keep pages hidden and load content into the channels. Go live. Engage. Engage. Engage.
78. Note: Develop Internal Best Practices Documents Example: Best Practices for Company Blogging 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
79. Note: Decide What will you share with the communityEloqua on Slideshare.net Page 60
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81. After 20 days, a YouTube video has had 75% of its total views.
82. 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 viewshttp://www.businessinsider.com/chart-of-the-day-the-lifecycle-of-a-youtube-video-2010-5#ixzz0vSdScBK1
99. How to Build Measurement Best Practices First rule of Analytics = If you are in a hurry…slow down…and make sure you are asking the right questions. Social Monitoring Tools Second rule of Analytics = Make sure everyone in the organization is “on board” with performing S.M.A.R.T. measurement Human Powered Analysis “I see a lot of peoples time get “chewed up” in Cycles where they have no time to do anything but reporting. One of the things about analysis is it takes some pretty detailed, focused time where you can sit in front of a computer and really work with the tool and work with the data. “ - Gary Angel, President Semphonic Third rule of Analytics = Put tools in there place. Reliance on tools, is a rookie mistake and often fuels analysis paralysis…
136. social3i Management Bios Andy Boyer Integrated 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: @aboyerLinkedin: Add Andy to your networkE-mail: andy@social3i.com Xavier Jimenez Integrated 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: @xjimenezLinkedin: Add Xavier to your networkE-mail: xavier@social3i.com Colin Lamont Integrated 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 networkE-mail: Colin@social3i.com
137. Thank You Web: http://www.social3i.com Blog: http://social3i.blogspot.com Twitter: @social3i