2. An introduction to social media technologies

3. Social technologies

5. Reminder: Objectives by business department

6. Objectives for organisations

7. Social networks

8. Facebook

9. Facebook Business function Activity Marketing/PR Status updates announcing new product launches Invite fans to brand events (i.e. in-store events) Post links to interesting coverage Post images from brand events or photo shoots Post videos from brand events, behind the scenes or demos Syndicate potential brand blog content Post quizzes, polls and competitions Sales/E-commerce Run exclusive gift with purchase offers Feature new products (e.g. application demonstration) Customer service experience/education Respond to fan questions/complaints R&D Encourage feedback on new brand product/initiative Set polls asking fans to vote on R&D issues

10. LinkedIn

11. LinkedIn Business function Activity PR / Marketing Create brand profile on LinkedIn Link profile to brand blogs and Twitter accounts Create profiles for key staff with links to external social media accounts Maintain key media contacts through personal LinkedIn profiles Maintain key client contacts through personal LinkedIn profiles HR Post job opportunities via Groups or via brand profile

13. Micro-blogs

14. Twitter

15. Twitter Business function Activity Marketing/PR Status updates announcing new product launches Invite fans to brand events (i.e. in-store events) Link to interesting brand coverage Link to images from brand events or photo shoots Link to videos from brand events, behind the scenes or demos Post quizzes/competitions (inc. use of appropriate hashtags) Sales/E-commerce Tweet (and encourage re-tweet) of gift with purchase offer code Link to new products in the brand online store Customer Service/experience/ education Respond to fan questions/complaints Link to brand response in a public crisis

16. Yammer

17. Video networks

18. YouTube

19. YouTube Business function Activity Marketing/PR Upload TV commercials Upload product demonstration videos (with brand experts) Upload behind the scenes photo shoot videos Upload videos of brand charity work in action Upload interviews with brand models (esp. celebrity models) Customer Service Upload product Q&As/blogger roundtable videos Upload brand response video (in face of public crisis)

20. Image networks

21. Flickr

22. Flickr Business function Activity Marketing/PR Cross-promote events posted to other platforms (e.g. Facebook) with Flickr albums around events. Curate Flickr user photos around brand activities and events. Curate global user photos by mapping event photos to specific regions Create Flickr user groups around brand events or product offerings. Run photo-competitions to involve users in marketing process, e.g. user image is used as product logo. Customer service experience/education Respond to user questions / complaints. Brand management Buzz monitoring activity on photo comments.

23. Location-based community services

24. foursquare

25. foursquare Business function Activity Marketing/PR Create competitions and events around specific locations Utilise Foursquare’s ‘badge’ system to reward loyal users ‘checking in’ (where relevant) Brand management Identify loyal users and encourage brand advocacy Monitor comments and recommendations made around the organisation (where relevant) Sales/E-commerce Offer discounts and other incentives to loyal users ‘checking in’ to the organisation (where relevant)

26. News/mainstream sites

27. e.g. The Guardian

28. e.g. Huffington Post

29. News/mainstream Business function Activity Marketing/PR Maintain journalist / influencer relations to promote organisation Enable product previews for journalists Invite journalists to launches and exclusive events Brand management Daily buzz monitoring for brand mentions on news sites Crisis management activity where relevant R&D Release beta products for feedback and review Sales/E-commerce Run exclusive online offers with news site readers HR Post job openings on news site job listings.

30. Blogs

31. e.g. Engadget

32. Third-party blogs Business function Activity Marketing/PR Seed exclusive brand news to bloggers Leak exceptional brand content with viral potential (e.g. video) to bloggers Send new products to bloggers for review Advertise competitions/prize giveaways via bloggers Invite bloggers to tailored blogger events Customer service experience/education Monitor blogs for questions / complaints and create a response program. Brand management Conduct daily buzz monitoring for complaints. Conduct advocate programs with loyal bloggers R&D Invite bloggers to product-related discussion groups Conduct crowd-sourced R&D projects Invite bloggers to preview groups Sales/E-commerce Inform bloggers about new sales promotions Offer specific blog audiences temporary discount codes

33. e.g. RMM (Wordpress)

34. Corporate blogs Business function Activity Marketing/PR Promote / launch defining initiatives, offers or competitions. Use live streams to broadcast events Raise awareness about CSR initiatives Update followers about media coverage Post behind-the-scenes footage of photo shoots or ad campaigns Customer service experience/education Monitor blog comments for questions / complaints Respond to online requests for help or complaints Brand management Ensure timely brand positioning on controversial topics (crisis management) Engage with users to reposition brand perceptions (crisis management) Conduct daily buzz monitoring activity on comments R&D Launch crowd-sourced R&D projects Encourage feedback on new brand initiative Sales/E-commerce Inform about upcoming sales Offer special discount codes to followers HR Advertise job openings Promote graduate opportunities

35. Forums

36. e.g. Digital Spy

37. Forums Business function Activity Marketing/PR Promote new products, events or initiatives Offer incentives for forum users to become members of brand’s official social media platforms Customer service experience/education Respond to questions / complaints via brand representatives Brand management Conduct daily buzz monitoring activity and flag questions / complaints During crisis management activity, link to brand positioning on controversial topics to mitigate negative buzz R&D Conduct research into product feedback on forums Sales/E-commerce Seed codes to access exclusive online offers

38. Subject-specific online communities

39. e.g. Last.fm

40. e.g. Mumsnet

41. Online communities Business function Activity Marketing/PR Promote relevant products, events or initiatives to relevant community Conduct social media relations with influential community users Invite community members to exclusive events Customer service experience/education Answer questions / queries via brand ambassadors. Brand management Conduct daily buzz monitoring activity for questions / complaints Link to brand positioning on controversial topics to mitigate negative buzz R&D Conduct crowdsourced R&D projects Invite community users to exclusive preview/BETA testing group Initiate product-related discussion groups Sales/E-commerce Run exclusive online sales offers

42. Review/ratings sites

43. e.g. Review centre

44. e.g. Amazon reviews

45. e.g. IMDB

46. Reviews/ratings Business function Activity Customer service experience/education Conduct buzz monitoring activity for questions / complaints and respond. Brand management Conduct buzz monitoring activity for questions / complaints R&D Conduct buzz monitoring activity for product feedback

47. Social bookmarking

48. e.g. Delicious

49. Social book-marking Business function Activity Marketing/PR Share brand content from alternative social media networks Create ‘bundles’ of topic-specific links to share on alternative social media links Brand management Monitor “like” number to track popularity of brand links

50. Wikis

51. e.g. Wikipedia

52. e.g. Wiki music guide

53. Wikis Business function Activity Marketing/PR Build wiki page specifically around the brand Create industry or topic wiki to share industry intelligence Brand management Conduct monitoring activity to ensure brand page information remains positive / neutral. Update page with new information where relevant. R&D Create internal brand wiki for software or new product documentation

54. MMORPGs

55. e.g. World of Warcraft

56. e.g. Habbo Hotel

57. MMORPGs Business function Activity Marketing/PR Create virtual presence and run exclusive virtual competitions, initiatives and events. Create brand products exclusive to and usable in the game Invite users to real-world events Customer service experience/education Respond to questions / complaints Brand management Conduct daily buzz monitoring where brand has a presence. Sales/E-commerce Create online store tailored to the environment with online representatives / salespeople Run exclusive online offers

58. Virtual worlds

59. e.g. Second Life

60. Virtual worlds Business function Activity Marketing/PR Launch virtual event to promote product or initiative Create products exclusive to and usable in the virtual world Run virtual advertising Run competitions Customer service experience/education Respond to questions / complaints Provide virtual customer service via brand representative Brand management Identify brand detractors Link to brand response in a crisis R&D Launch virtual discussion groups around new products Sales/E-commerce Run virtual store promoting brand products HR Identify talent and recruit new staff