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.
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
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
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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
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
This is based on Forrester Research – Good Resource is to review the book Groundswell
YES – Discuss the
The monitoring tool screenshots seen here are from Radian6
YES – Discuss the
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
Action through refinement of keywords and filtering through influencers
This buzz graph is from a platform called Sysomos.
More than Keywords – Look at Communitiies – Look for Topics of interest to the community
The Facebook mining comes from Unbound Technology
Room 214 used the Kyte platform for the live video chats
Room 214 uses: TweetDeck and CoTweet to manage and run Travel Channel’s Twitter accounts. Top iPhone mobile apps are: Tweetie and Twitterfon
Room 214 uses Clearspring as it Widget distribution platform