Creating Low-Code Loan Applications using the Trisotech Mortgage Feature Set
Seven Social Media Secrets
1. Presented To: 2010 iStrategy Conference
Location: Berlin, Germany
Susan Rice Lincoln
2. Susan Rice Lincoln www.masterthenewnet.com
How we will talk today
• Let’s try to be as ‘social’ as possible
• We’ll review 7 Secrets of Social Media
• I will present my thoughts
• You add yours
• This is YOUR presentation, not mine
• We can’t do everything in an hour and 15
minutes...
Copyright 2009 by SUSAN RICE-LINCOLN All Rights Reserved
3. Susan Rice Lincoln www.masterthenewnet.com
Social Media is a particular
blend of magic
• Tactics
• Strategy
• Details
• THE BIG PICTURE
• Getting the balance right is a big challenge
Copyright 2009 by SUSAN RICE-LINCOLN All Rights Reserved
4. Susan Rice Lincoln www.masterthenewnet.com
The Seven Secrets
1. Big Picture
2. Right Thoughts
3. Fall Back
4. Spring Forward
5 Observe
6. Strategize
7. Measure
Copyright 2009 by SUSAN RICE-LINCOLN All Rights Reserved
5. Susan Rice Lincoln www.masterthenewnet.com
Social Media Secret Number 1:
Big Picture
• In the last 1460 days the world as we knew it
exploded.
Copyright 2009 by SUSAN RICE-LINCOLN All Rights Reserved
6. Susan Rice Lincoln www.masterthenewnet.com
Video – Social Media Revolution
Copyright 2009 by SUSAN RICE-LINCOLN All Rights Reserved
7. Susan Rice Lincoln www.masterthenewnet.com
The web’s top sites are full of companies
who are younger than first graders…
Top 10 Global Sites on Alexa:
1. Google 6. Wikipedia
2. Facebook 7. Blogger.com
3. YouTube 8. Baidu.com
4. Yahoo 9. MSN
5. Windows Live 10. QQ.com
Copyright 2009 by SUSAN RICE-LINCOLN All Rights Reserved
8. Susan Rice Lincoln www.masterthenewnet.com
If Facebook was a country it would
be bigger than the USA
• Facebook 360 million active users worldwide
• US population is 307 million
Source: Facebook(er) Desktop Widget
“Facebook(er) Users Worldwide”
Copyright 2009 by SUSAN RICE-LINCOLN All Rights Reserved
9. Social Media Sites Already Exceed
Susan Rice Lincoln www.masterthenewnet.com
Television’s Reach
Monthly Global Unique Visitors (in millions)
250 221.5
200.2 Worldwide Audience for Top 10
200 Social Media Sites, Nov. 2008
150 126.2
113.7
100 86.8
69.2 63.9 58.1
46.4 45.6
50
0
HI5
Orkut
Blogger
MySpace
Wordpress
Flickr
SixApart
Windows Live
Yahoo Geocities
Facebook
Spaces
• Total Social Media Audience: 691M, or 69.4% reach
• Facebook’s audience grew 116% from Nov 07-Nov8
Copyright 2009 by SUSAN RICE-LINCOLN All Rights Reserved
Source: comScore as reported in “Top Social Media Sites of 2008 (Facebook Still Rising),” TechCrunch Dec 31, 2008
10. Susan Rice Lincoln www.masterthenewnet.com
And social media is not just
about the young generation…
Source: Accenture, 2009
11. Susan Rice Lincoln www.masterthenewnet.com
…or Americans….
Social Media Grows Like Wildfire Worldwide
Internet Users in Select Countries Who Have Created a
Social Network Profile as of 2009
Data provided from eMarketer article: Focusing on Social Networks.
12. Susan Rice Lincoln www.masterthenewnet.com
240 million Europeans use Social Media
*
Copyright 2009 by SUSAN RICE-LINCOLN All Rights Reserved
*Source: Eranium. “Social Networking Map of Europe.” 3 Oct..
2008. Online image. Flickr. 03 Feb. 2010. http://
farm4.static.flickr.com/3276/2960555931_2ab7d5f171.jpg
13. Susan Rice Lincoln www.masterthenewnet.com
While 92 million Europeans are
on Facebook alone
Copyright 2009 by SUSAN RICE-LINCOLN All Rights Reserved
14. Susan Rice Lincoln www.masterthenewnet.com
This is a (consumer-led) revolution…
Copyright 2009 by SUSAN RICE-LINCOLN All Rights Reserved
15. Susan Rice Lincoln www.masterthenewnet.com
For a long time, there has been a
growing disconnect between
companies and consumers
76% of customers don’t
believe companies tell the
truth in advertising. Yet, 78%
rate the credibility of word-of
-mouth as 7 or higher on a 10
point scale.
Keller Fay Group 2006
Consumers in the USA and
Europe are 86% less trusting
of companies than they were
five years ago.
Bain & Co. 2006
Copyright 2009 by SUSAN RICE-LINCOLN All Rights Reserved
16. Susan Rice Lincoln www.masterthenewnet.com
Fill the gap with Social Media… …
2008 Cone Business in Social Media Study
Believe a company should have a presence
in social media
93%
Believe a company should be present AND
interact with consumers via social media
85%
Said they feel a stronger connection with
companies that interact with them on social 56%
media
Believe companies should use social
networks to solve their problems
43%
Believe companies should ask them their
opinion on their products and services
41%
0% 10%20%30%40%50%60%70%80%90%100%
Copyright 2009 by SUSAN RICE-LINCOLN All Rights Reserved
17. Susan Rice Lincoln www.masterthenewnet.com
Social Media Secret Number 2:
Right Thoughts
• Having the right attitude is half the battle
Copyright 2009 by SUSAN RICE-LINCOLN All Rights Reserved
18. Susan Rice Lincoln www.masterthenewnet.com
Mind wins over matter..
• Too many people think
social media tool set
• Too few people think
social media mind set
Copyright 2009 by SUSAN RICE-LINCOLN All Rights Reserved
19. Susan Rice Lincoln www.masterthenewnet.com
1. Think personal, not corporate..
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20. Susan Rice Lincoln www.masterthenewnet.com
Flickr/cindy47452
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21. Susan Rice Lincoln www.masterthenewnet.com
Be transparent
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22. Susan Rice Lincoln www.masterthenewnet.com
Be Nice “It is Ryanair policy not to
waste time and energy in
corresponding with idiot
bloggers and Ryanair can
confirm that it won’t be
happening again,” it told The
Times.
“Lunatic bloggers can have
the blog sphere all to
themselves as our people
are far too busy driving
down the cost of air travel”.
Copyright 2009 by SUSAN RICE-LINCOLN All Rights Reserved
23. Susan Rice Lincoln www.masterthenewnet.com
2. Think slow
Copyright 2009 by SUSAN RICE-LINCOLN All Rights Reserved
24. Susan Rice Lincoln www.masterthenewnet.com
Social Media is a marathon,
not a sprint
Flickr/MarcosVasconcelos Photography
Copyright 2009 by SUSAN RICE-LINCOLN All Rights Reserved
25. Susan Rice Lincoln www.masterthenewnet.com
Social Media is not immediate
• You are used to the high velocity of mass
media:
– Turn on an ad or promotion and see
immediate results
– The slow and steady of social media may
frustrate
Copyright 2009 by SUSAN RICE-LINCOLN All Rights Reserved
26. Susan Rice Lincoln www.masterthenewnet.com
Social Media is not efficient
• Social media is the opposite of mass
– Labor intensive
– Highly involving
– Non-standardized
Copyright 2009 by SUSAN RICE-LINCOLN All Rights Reserved
27. Susan Rice Lincoln www.masterthenewnet.com
Create a community…one
connection at a time
Copyright 2009 by SUSAN RICE-LINCOLN All Rights Reserved
28. Susan Rice Lincoln www.masterthenewnet.com
Start with baby steps…
• Go slow
• Experiment with little programmes
• Learn what works and doesn’t work
• Expect and embrace failures
• Dare to make mistakes
• Know that success is around the corner
• Social media is one interaction and one
contact at a time
Copyright 2009 by SUSAN RICE-LINCOLN All Rights Reserved
29. Susan Rice Lincoln www.masterthenewnet.com
3. Think humble
Copyright 2009 by SUSAN RICE-LINCOLN All Rights Reserved
30. Susan Rice Lincoln www.masterthenewnet.com
You need to accept
you can’t do everything
• Social media is a blend of:
– Excellent Strategy
– Understanding of how your social media
strategy fits into your overall business plan
– Superior knowledge of the tools
– Experience
Do you really think you have all those
qualities in-house?
Copyright 2009 by SUSAN RICE-LINCOLN All Rights Reserved
31. Susan Rice Lincoln www.masterthenewnet.com
Carefully decide who is
going to help you..
• Do you really have the capabilities in-house?
• Chances are your agency hasn’t figured it out
– Social media is not in their DNA
– Still trying to sort out SEM and display
• Many social media consultant have little
experience
– Don’t understand strategy
– Don’t understand companies
Copyright 2009 by SUSAN RICE-LINCOLN All Rights Reserved
32. Susan Rice Lincoln www.masterthenewnet.com
4. Think Consumer to Consumer
• The goal is to facilitate conversations
BETWEEN your consumers rather than
between YOU and YOUR consumer…
Copyright 2009 by SUSAN RICE-LINCOLN All Rights Reserved
33. Susan Rice Lincoln www.masterthenewnet.com
You don’t manage the conversation.
Your customer does!
Copyright 2009 by SUSAN RICE-LINCOLN All Rights Reserved
34. Susan Rice Lincoln www.masterthenewnet.com
You can’t just say it.
You have to get the
people to say it to
each other, says
James Farley, CMO
Ford.
Copyright 2009 by SUSAN RICE-LINCOLN All Rights Reserved
35. Susan Rice Lincoln www.masterthenewnet.com
5. Think positive
Copyright 2009 by SUSAN RICE-LINCOLN All Rights Reserved
36. Susan Rice Lincoln www.masterthenewnet.com
10. Learn how to respond when people
say negative things about you
• Listen
• Respond
• Fix things
Copyright 2009 by SUSAN RICE-LINCOLN All Rights Reserved
37. Susan Rice Lincoln www.masterthenewnet.com
Negative comments are
a necessary evil
• Respond
• Respond quickly
• Respond politely
• Transform your enemies into advocates
• Don’t review your blog’s comments
– Allow people to say negative things
– Reviewing comments is poorly received by the
blogosphere
• It is better you know what people are saying than to ignore it
– Enter into the dialogue
– Tell your side of the story
Copyright 2009 by SUSAN RICE-LINCOLN All Rights Reserved
38. Susan Rice Lincoln www.masterthenewnet.com
A recent study shows that most
reviews aren’t as negative as feared
of reviewers said they wrote reviews to help
others make better purchasing decisions
said they wrote reviews to help companies
improve their products
wrote reviews to reward the company
wrote reviews that were generally positive
Source: BazaarVoice,by SUSAN RICE-LINCOLN byAll Rights Reserved
Copyright 2009 a website authored Marketing Charts
39. Susan Rice Lincoln www.masterthenewnet.com
Criticism is not your enemy…your
FEAR of criticism may be..
• A negative response is a cry for help AND an
acknowledgement they care
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40. Susan Rice Lincoln www.masterthenewnet.com
6. Think outside the box
Copyright 2009 by SUSAN RICE-LINCOLN All Rights Reserved
41. Susan Rice Lincoln www.masterthenewnet.com
New technology can re-define interactions
between brands and consumers
• Get rid of old thinking
• Change the advertising paradigm of the 20th
century
• You need to innovate as much as technology
has
• Be respectful of digital touch points and
community sensitivities
Copyright 2009 by SUSAN RICE-LINCOLN All Rights Reserved
42. Susan Rice Lincoln www.masterthenewnet.com
Let’s look at some out of the box
examples…
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43. Susan Rice Lincoln www.masterthenewnet.com
Missouri Bank
• Mobank serves an eclectic customer base of
visionaries and artists
• Doesn’t use social media to sell
• Uses social media to build community
philosophy
• Cool image on Facebook
– An online neighborhood
– Customers interact like they do at the
branches
Copyright 2009 by SUSAN RICE-LINCOLN All Rights Reserved
44. Susan Rice Lincoln www.masterthenewnet.com
Video - Wear & Compare from Nedap
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45. Susan Rice Lincoln www.masterthenewnet.com
Jet Blue…
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46. Susan Rice Lincoln www.masterthenewnet.com
Hyatt’s virtual concierge service…
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47. Susan Rice Lincoln www.masterthenewnet.com
Or Omni Hotels…
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48. Susan Rice Lincoln www.masterthenewnet.com
@CoffeeGroundz was one of the first
to start taking orders to go on Twitter
Copyright 2009 by SUSAN RICE-LINCOLN All Rights Reserved
49. Susan Rice Lincoln www.masterthenewnet.com
Kogi BBQ transformed the
mundane into a big business…..
• Mobile Korean BBQ that travels around LA
selling Korean tacos.
• Now has 45,000 followers on Twitter by
tweeting where the truck is going to roll up
• Ran a t-shirt competition with fans voting on
their favorite t-shirt design
• The now-famous taco truck has reached cult
status
Copyright 2009 by SUSAN RICE-LINCOLN All Rights Reserved
50. Susan Rice Lincoln www.masterthenewnet.com
1-800-Flowers links rewards
programme to Facebook
• Uses Gimme Love, an application from Loyalty
Lab
– Connects customer loyalty programmes to
Facebook applications and widgets
– Rewards customers for activities they do on
Facebook with the brand
• For example, members of the 1-800
-Flowers.com loyalty programme are rewarded
when they refer friends to the company.
Copyright 2009 by SUSAN RICE-LINCOLN All Rights Reserved
51. Susan Rice Lincoln www.masterthenewnet.com
H&R Block put the fun
back into taxes
• Engage with taxpayers by setting up a presence in many different
parts of the social web
• Depending on the audience/platform, made taxes funny,
interesting, informative or personal.
• MySpace and YouTube
– Created spoof character Truman Greene who sang parody
songs about his love of taxes
• Facebook
– Useful fools for people
– Tips
– Education
• Twitter
– Experts available 24/7 to answer questions
Copyright 2009 by SUSAN RICE-LINCOLN All Rights Reserved
52. Susan Rice Lincoln www.masterthenewnet.com
Aleksandr Orlov and Compare the
Meerkat re-defined car insurance
Copyright 2009 by SUSAN RICE-LINCOLN All Rights Reserved
53. Susan Rice Lincoln www.masterthenewnet.com
This car insurance programme
has enjoyed a wild success
• The official YouTube video
– 80,00 views +
• Over 320,000 Facebook fans
– Huge number of comments and likes
– customized photos
– Petitions to get cuddly toys
• Also loved on Twitter
Copyright 2009 by SUSAN RICE-LINCOLN All Rights Reserved
54. Susan Rice Lincoln www.masterthenewnet.com
This car insurance company has
enjoyed a wild success
• In first 3 days of programme, ¾ of monthly
quotes target was achieved
• Year on year uplift was 45%
• Success due to
– Great on and offline synergy
– Integration of offline direct marketing
campaign with a strong social media
programme
Copyright 2009 by SUSAN RICE-LINCOLN All Rights Reserved
55. Susan Rice Lincoln www.masterthenewnet.com
Think out of the box with your
choices of social media tools too
• Flickr
• Slideshare
• Podcasting
• Yelp
• Foursquare
Copyright 2009 by SUSAN RICE-LINCOLN All Rights Reserved
56. Susan Rice Lincoln www.masterthenewnet.com
7. Think social OUTSIDE your company
and selling INSIDE your company
Copyright 2009 by SUSAN RICE-LINCOLN All Rights Reserved
57. Susan Rice Lincoln www.masterthenewnet.com
Find the sweet spot between selling
and social…
• Social media networks are fragile
• They don’t like commercial promotion
• Don’t hawk your products
• Selling on social media is a turnoff
• Talk about your products only in the spirit of
conversation
• Your selling should be about 10% of your content
• Network through social media
• Sell elsewhere
Copyright 2009 by SUSAN RICE-LINCOLN All Rights Reserved
59. Susan Rice Lincoln www.masterthenewnet.com
But think sell (inside your company)
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60. Susan Rice Lincoln www.masterthenewnet.com
Think sell inside the company...
• Everyone needs to be a stakeholder
– Legal
– HR
– Sales
– Logistics
• Communicate social media objectives
company wide
• Refresh objectives/strategies on regular basis
Copyright 2009 by SUSAN RICE-LINCOLN All Rights Reserved
61. Susan Rice Lincoln www.masterthenewnet.com
Build support any way you can
• Build support with
– 1 on 1 meetings
– Larger group sessions
– Meet/convince key influencers
– Manage expectations
Copyright 2009 by SUSAN RICE-LINCOLN All Rights Reserved
62. Susan Rice Lincoln www.masterthenewnet.com
Show why social media will help
meet business objectives
Business Need Social Media Advantage
Feature
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63. Susan Rice Lincoln www.masterthenewnet.com
Social Media Secret 3: Fall Back
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64. Susan Rice Lincoln www.masterthenewnet.com
Go back to basics
Copyright 2009 by SUSAN RICE-LINCOLN All Rights Reserved
65. Susan Rice Lincoln www.masterthenewnet.com
Your blog should be your starting point
Copyright 2009 by SUSAN RICE-LINCOLN All Rights Reserved
66. Susan Rice Lincoln www.masterthenewnet.com
Copyright 2009 by SUSAN RICE-LINCOLN All Rights Reserved
67. Susan Rice Lincoln www.masterthenewnet.com
Your blog has infinite benefits…
• Establishes you as a thought leader
• Increases your credibility
• Allows you to converse with consumers and
prospects
• Gives you a very clear idea of what is
important to people in your market
• Is a key launching pad into social media
Copyright 2009 by SUSAN RICE-LINCOLN All Rights Reserved
68. Susan Rice Lincoln www.masterthenewnet.com
Here are 10 possible ways to use a blog
1. Provide resources/tips related to your industry
2. Establish yourself as an expert in your field
3. Report back from an event or conference
4. Involve your staff and let them share their knowledge
5. Provide a place for consumers to share information
6. Give your customers a place to voice their opinion
7. Share your story
8. Share your clients’ stories
9. Talk about your products (the good/the bad/the ugly)
10. Discuss products/trends affecting your industry
Copyright 2009 by SUSAN RICE-LINCOLN All Rights Reserved
69. Susan Rice Lincoln www.masterthenewnet.com
Use your blog posts in multiple ways
• Link your blog with Facebook
– Use Facebook’s Notes feature
– Link to your personal profile page and/or your
business fan page
• Tweet about your blog.
– Automatically send out a Tweet when you publish a
new post
– Send a Tweet with an interesting statistic (from your
blog post) and a link to the post
– If your blog post answers a controversial question,
ask the question in Twitter with a link to the post
Copyright 2009 by SUSAN RICE-LINCOLN All Rights Reserved
70. Susan Rice Lincoln www.masterthenewnet.com
• Edit your blog post for article directories
– Upload your article on Ezinearticles.com
– Publishers of ezines/newsletters/blogs use
content from Ezinearticles.com in their
publications, giving credit to the author with a
link to your website
– Great way to drive traffic to your website and
establish yourself as a thought leader
– Depending on the size of your blog, you may be
able to submit several articles from one blog
post.
Copyright 2009 by SUSAN RICE-LINCOLN All Rights Reserved
71. Susan Rice Lincoln www.masterthenewnet.com
Use your blog post in multiple ways
• Submit your blog posts to print publications
– Newspapers
– Association newsletters
– Magazines
• Record your blog posts
– Take your best blog posts
– Record on a digital recorder
– Or record directly into computer with a microphone
– Use free software Audacity.
– Post the recordings on your website
– Burn them onto CDS/DVDs and give them to
prospects
Copyright 2009 by SUSAN RICE-LINCOLN All Rights Reserved
72. Susan Rice Lincoln www.masterthenewnet.com
Use your blog post in multiple ways
• Create a video
– Make a video of you reading a blog post
– Use a Flip Video camera
– Show your face and let people get to know you
• Make a slide show
– Divide your blog post into slides
– Add audio
– Post on Slideshare
• Turn post into a book or Ebook
– Put several posts together into an instructional booklet
– Offer the book free off your website
• Reformat your blog post into a press release
– Send to local media
– Publish Online
Copyright 2009 by SUSAN RICE-LINCOLN All Rights Reserved
73. Susan Rice Lincoln www.masterthenewnet.com
of your website
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74. Susan Rice Lincoln www.masterthenewnet.com
Edward Tufte, Information Design Guru
75. Susan Rice Lincoln www.masterthenewnet.com
Jakob Nielsen, Web Usability Guru
76. Susan Rice Lincoln www.masterthenewnet.com
The majority of websites are STILL
like fancy business cards floating in
cyberspace
Copyright 2009 by SUSAN RICE-LINCOLN All Rights Reserved
77. There is a big difference between a Web
Susan Rice Lincoln www.masterthenewnet.com
1.0 site and a Web 2.0 site
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78. Susan Rice Lincoln www.masterthenewnet.com
Your website is one of the biggeset
social media tools you have
• Your website should be a place where:
– Prospects/Customers can join your network
– Prospects/Customers can talk to each other
– Prospects/Customers can access interesting content
– Prospects/Customers can promote your content
– You place links/buttons to other social media
spaces:
• Twitter
• Facebook
• LinkedIn
• Yelp
Copyright 2009 by SUSAN RICE-LINCOLN All Rights Reserved
79. Susan Rice Lincoln www.masterthenewnet.com
Start thinking about your
website differently
• Build it not just from YOUR point of view, build it from
your customer ‘s point of view
• A customer comes to your site to solve HIS problem,
not to find out about what YOU think about YOU.
• Let other people publish on your website
– Customers
– Prospects
– Partners
– Other members of the community
• Dare to incorporate negative and positive views about
your product i.e. use unfiltered customer testimonials
Copyright 2009 by SUSAN RICE-LINCOLN All Rights Reserved
80. Susan Rice Lincoln www.masterthenewnet.com
Your website should be a
community resource
• Be a credible source of opinion and fact
• Be the Oprah Winfrey for your industry
• Customers will make your site the first place to
go for information in your industry
• You can build better products and services
with real-time customer feedback
• You will be a community resource that helps
meet your customer needs faster
• You will build trust
Copyright 2009 by SUSAN RICE-LINCOLN All Rights Reserved
81. Susan Rice Lincoln www.masterthenewnet.com
Think about social media as a hub
with spokes (not a two-way radio)
• Use one place as a launching point or hub
– Your blog
– Your website
Copyright 2009 by SUSAN RICE-LINCOLN All Rights Reserved
82. Susan Rice Lincoln www.masterthenewnet.com
Social Media Secret Number 4:
Spring Forward
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83. Susan Rice Lincoln www.masterthenewnet.com
Step into the future with
video and mobile
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84. Susan Rice Lincoln www.masterthenewnet.com
By 2012, 40% of all video consumption will
occur outside of the television set.
Learmonth, M.
Flickr/joelfrijhoff
Copyright 2009 by SUSAN RICE-LINCOLN All Rights Reserved
85. Susan Rice Lincoln www.masterthenewnet.com
A picture is worth a thousand words
• Let people see your products
• Let people see YOU
• Videos (and photos) are:
– Easy to create
– Easy to publish
– Allow you to explain complex how-to concepts
– Explain step-by-step directions better than the
written word
– Show your business is fun
– Make your company more approachable
Copyright 2009 by SUSAN RICE-LINCOLN All Rights Reserved
86. Susan Rice Lincoln www.masterthenewnet.com
There are many ways you can use video
• Show your products
• Interview your clients
• Interview key thought leaders
• Have someone interview you
• Do a visual walkthrough of your company or a product
• Answer FAQs
• Read out your favorite blog posts
• Show you or a member of your team giving a public
presentation
• Video you being interviewed by the media
• Use video as a form of training for your real or virtual team
Copyright 2009 by SUSAN RICE-LINCOLN All Rights Reserved
87. Susan Rice Lincoln www.masterthenewnet.com
Get relaxed with a Flip Camcorder
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88. Susan Rice Lincoln www.masterthenewnet.com
Think about combining high-level
footage with your Flip footage
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89. Susan Rice Lincoln www.masterthenewnet.com
Use Tubemogul.com and move
beyond YouTube
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90. Susan Rice Lincoln www.masterthenewnet.com
Video - Will It Blend?
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91. Susan Rice Lincoln www.masterthenewnet.com
Mobile is about to stun us all…
With all the capabilities these
phones that are coming out have
like GPS, cameras - we think there
is the potential to actually make this
mobile Web better than the PC
Web. - Google's VP of product
development
Copyright 2009 by SUSAN RICE-LINCOLN All Rights Reserved
92. Susan Rice Lincoln www.masterthenewnet.com
The increase in mobile phones is attracting
companies to mobile social media
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93. Susan Rice Lincoln www.masterthenewnet.com
Facebook is the most favorite social media
network for mobile applications
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94. Susan Rice Lincoln www.masterthenewnet.com
Mobile applications are
proliferating like rabbits
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95. Susan Rice Lincoln www.masterthenewnet.com
Volkswagen goes 100% Mobile for
launch of GTI
• Mobile drives social media usage
• Social media usage drives mobile
Copyright 2009 by SUSAN RICE-LINCOLN All Rights Reserved
96. Susan Rice Lincoln www.masterthenewnet.com
Think about offering your
customers an exceptional
product experience on the go.
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97. Susan Rice Lincoln www.masterthenewnet.com
Follow Tasti D-Lite’s lead…
• The first restaurant to incorporate social media
rewards into their loyalty programme
• Customers accrue extra points (and earn free
frozen treats faster) for Foursquare check-ins
and tweets automatically made when their
TastiRewards cards are swiped.
• The exchange of goods for check-ins is a way
of treating social media as currency
Copyright 2009 by SUSAN RICE-LINCOLN All Rights Reserved
98. Susan Rice Lincoln www.masterthenewnet.com
Follow Tasti D-Lite’s lead…
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99. Susan Rice Lincoln www.masterthenewnet.com
Follow Tasti D-Lite’s lead…
Copyright 2009 by SUSAN RICE-LINCOLN All Rights Reserved
100. Susan Rice Lincoln www.masterthenewnet.com
Its social and its smart…and its
revolutionising the way we think..
• The company will get accurate accounts on
the quantity of tweets/check-ins with card
swipes
• It can quantify social media updates with sales
figure
• It can track change over time and assess the
influence of the TastiRewards tweets and
check-ins as it pertains to the growth of the
programme
Copyright 2009 by SUSAN RICE-LINCOLN All Rights Reserved
101. Susan Rice Lincoln www.masterthenewnet.com
Social Media Secret Number 5:
Observe
• Understand your social media world before
you step into it…
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102. Susan Rice Lincoln www.masterthenewnet.com
You must understand the social
media conversation swirling around
you..
• About you
• About your company
• About competitors
• About your space
Flickr/Matt Hamm
Copyright 2009 by SUSAN RICE-LINCOLN All Rights Reserved
103. Susan Rice Lincoln www.masterthenewnet.com
You need to understand it all…
• What are your customers/prospects talking about?
• Where are they talking?
• Who is talking?
• What are the issues or problems troubling people?
• Are there breakthroughs in your field that are
getting people excited?
• What does your consumer like?
• What don’t they like?
• Where are you in all of this conversation?
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You also need to know everything
about your competitors
• Their overall presence
– Where they are
– What they are talking about
– Their tone of voice
– What kind of activity they are engaging in
• How their customers and prospects are
speaking to them
• Their problems
• Their opportunities
• How effective they are
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As well as identify and track
the key influencers
• Who are the influencers?
• What do they think is important?
• What do they think about you?
• Are they talking about you?
• What are the compelling issues?
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Start by identifying your
questions
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Flickr/MyKPWedding
107. Susan Rice Lincoln www.masterthenewnet.com
Key questions?
• Start with the basics:
– Where are people talking about me and my
industry?
• Social Media Networking?
• Twitter?
• YouTube?
• Flickr?
• Groups?
• Social Bookmarking
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108. Susan Rice Lincoln www.masterthenewnet.com
Key questions?
• Who are they talking about?
– Companies
– People
– Brands
– No one
• Who is doing the talking?
– Age group
– Sex
– Location
– Consumers
– Prospects
– Influencers
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Key questions?
• Who are my influencers?
– Who is talking about my brand?
– Who is talking about my competitors
– Who is talking about my industry?
– What is their social reach? (on Facebook
/Blog/Twitter/LinkedIn/Forums)
– Who is listening to them?
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Key questions?
• What are the types of subjects discussed?
– New products?
– Problems with current products/service?
– New overall trends?
– Life?
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What are your key questions?
• What is the tone of the conversation in terms of
you/your company?
– Satisfied?
– Complaining?
– Very interactive?
– Uninvolved?
• What is the tone of the conversation in terms of
your competitors?
– Satisfied?
– Complaining?
– Very interactive?
– Uninvolved?
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112. Susan Rice Lincoln www.masterthenewnet.com
Key questions?
• Do you see obvious areas that need to be
changed?
– Type of conversation
– Subject of conversation
– Tone of conversation
– Overall presence
– Improvement in target audience
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Then decide how you will monitor
• Free tools
• Paid services
• Or a combination of the two?
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A good starting point is
Google Alerts
• Scans the internet for important keywords
• Keeps you up-to-date on new developments
related to those keywords.
• Allows you to reduce information overload
while remaining informed
• Gives you a good idea about where you are
placed in the social media space
• Delivers all this timely information into your e
-mail box
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Technorati will help
you search blogs
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Monitter helps you track
conversations on Twitter
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Friendfeed.com is a great tool
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Who’s talkin.com is another option
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And don’t forget BoardTracker
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Social Mention is a
free key word tracker
• Displays key stats like sentiment in a nice
dashboard
• Does not store data for you
• An instant snapshot of the last 30 days activity
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Here are some paid monitoring tools
• Radian 6
• Techrigy SM2
• Scoutlabs
• Trackur
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Radian6
• Expensive
• Multiple dashboards: Conversation Clouds,
Rivers of News, Topic Trends.. Tutorial videos
• Simple,intuitive, easy to set up
• Detailed reporting
• Pricing
– $500 for up to 10,000 search results/month
– $1500 for 50,000 search results/month
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• .
.
123. Susan Rice Lincoln www.masterthenewnet.com
TechrigySM2
• Not as intuitive as Radian6
• Good, solid product
• Video tutorials
• $600/month for 20,000 results
• $4800 for 5000,000 stored results
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124. Susan Rice Lincoln www.masterthenewnet.com
Scoutlabs
• Simple to use
– setting up searches is easy
• Less complex but just as useful asRadian6 or
SM2 ; a useful stripped down version
• Easy-to-use overlay feature so you can
compare data trends
• $99 per month for 5 concurrent searches
• $749 per month for 125 concurrent searches
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125. Susan Rice Lincoln www.masterthenewnet.com
Trackur
• Very basic app which will give you a simple
view
– Search by influence
– Apply a simple sentiment rating
– View simple graphs
• $18/month for 3 searches updated 2x a day
• $197/month for 150 searches updated every
30 minutes
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Social Media Secret 6:
Strategize
• Remember that using a social media tool is
NOT a strategy…
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What is a strategy?
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128. Susan Rice Lincoln www.masterthenewnet.com
Forget about tools -
Think about purpose
• You can’t possibly use ALL the tools we have
discussed
• Figure out what you want to do first
• The question isn’t what tool should we use
• The question is what do we want to achieve
• Imagine someone asking, Ï just got a
screwdriver..what should I fix?”
• You don’t get a tool and look for a problem.
• You isolate a problem and then select the
appropriate tool to fix it with
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129. Susan Rice Lincoln www.masterthenewnet.com
Your strategy comes as a
direct result from your assessment…
• Through the assessment (Step 4) you have done the
following:
– Discovered where your supporters/potential supporters
are in the social media space
– Seen/heard/read what they are discussing
– Understood their concerns
– Been inspired by their dreams
• Now it is time to figure out how to ENGAGE those supporters
– Plan your objectives
– Decide on your goals
– Figure out what you want to achieve
– Be clear about how you want to measure it
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There are four distinct steps in
the creation of your strategy
1. Create a social SWOTs analysis (on the basis of your
assessment)
– Social Strengths
– Social Weaknesses
– Social Opportunities
– Social Threats
2. Choose your strategy (goals/objectives) on the basis of
the social SWOTs
3. Select the tools you will use to achieve your strategy
4. Decide how you are going to measure your
programme’s success/failure
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1.The SWOTs analysis should be easy…
Strengths Opportunities
Weaknesses Threats
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132. Susan Rice Lincoln www.masterthenewnet.com
1.The SWOTs analysis should be easy…
Opportunities
Strengths: Main
Networking competitor is
silent
Threats: The
Weaknesses : overall social
Not a thought
conversation
leader is weak
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2. Pick your strategy on basis
of your SWOTs analysis
Here are some examples:
• Increase brand awareness
• Build your community
• Generate leads
• Manage brand perception
• Deal with customer service issues
• Establish yourself as a key thought leader
• Get to know the influencers in your field
• Give your social media community a set of special perks (coupons
/discounts/special products)
• Stimulate excitement and interest in your category
• Increase traffic to your blog and/or website
• Talk more intimately with niche audiences
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Use your brand promise as a guiding
principle
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Understand the value a company
offers a community
• Go back to the core value your organization
offers
• This is the heart of your social media strategy
begins
• Don’t use tools just because they are ‘hot’; this
is putting the cart before the horse.
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136. Susan Rice Lincoln www.masterthenewnet.com
3. Pick the tool that matches your
strategy with the Web Wheel
Build Community
Traffic
Social Social
Bkmarks Net. Sites
Converse
Thought with
Blogs Podcasts Communities
Leadership
of Passion
Microblogs Videos
Brand High
Awareness Emotion/
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4. Define exactly how you will
measure success
• On a piece of paper, write down what you
want to achieve
• Be specific
– Increase number of followers on Twitter by 500
– Increase number of fans on Facebook fan page by
35%
– Increase contacts in your LinkedIn Network by 350
– i.e. increase sales by $10,000
– i.e. increase comments on blog by 20%
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Social Media Secret Number 7:
Measure Your Movement
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Video - Social Media ROI
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MyVouchers.co.uk shows us a new way
• Use Facebook and Twitter to notify followers of
discount voucher codes (for online sales)
• Search function within Facebook group for
codes and discounts
• Constant feed of best discounts
– Offering followers something for nothing,
rather than hard sell
• Leap in traffic and money spent
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The results for
MyVoucherCodes.co.uk?
• Facebook and Twitter
– More than £21.4m sales
– 12% total sales in fourth quarter 2009
– 12,000 fans on Facebook and 2,600 Twitter
followers averaging 6 visits/month to site
– 4,070,000 visitors courtesy of Facebook
and Twitter
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142. Susan Rice Lincoln www.masterthenewnet.com
I’ve seen many people say that having a
presence on social media networks does
little more than improve brand
awareness for companies – but our
experience really proves that social
media really can be a worthwhile form of
marketing, said Managing Director of
MyVoucherCodes.co.uk, Mark Pearson
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Gary Vaynercuk
• Grew his business from 4-50 million
• Wine TV Library
– Showed off Gary’s personality and
knowledge
• Gary experienced the following results:
– $15000 in Direct Mail=200 new customers
– $7500 Billboard=300 new customers
– $0 Twitter = 1,800 new customers.
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Companies who engage in social
media are more successful
• Wetpaint/Altimeter Study found companies
deeply engaged in social media:
– Have better revenues
– Enjoy better profits
– Companies with highest levels of social
media activity grew on average by 18%
– Companies with least amounts of social
media activity sales declined by -6%
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Lenovo achieved big cost savings
• 20% reduction in call center activity as
customers go to community websites for
answers
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146. Susan Rice Lincoln www.masterthenewnet.com
Burger King Whopper Sacrifice
Facebook programme
• Asked users to give up 10 of their Facebook
friends in exchange for a free Whopper
• $50,000 programme
– 32 million media impressions
– (t $400,000 in press value
equivalent of the
population of 19 states)
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The Blendtec Will it Blend video
increased sales 500%
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Dell sold $3 million worth of
computers on Twitter
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Intuit’s Live Community
• Introduced Live Community into TurboTax
products 2 years ago
– Live Community allows customers to ask
each other questions
– Unit sales increase +30% each year
– Now integrated Live Community into other
products (Quickbooks, Quicken)
– .
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Barack Obama
• 5 million fans on social media
• 5.4 million clicked on an “I voted for Obama”
Facebook button.
• 3 million online donors contributing $500
million in fundraising
• 92% of donations in increments less than $100
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Moonfruit
• Web host provider got back $15,000 social
media investment
• Website Traffic soared +300% while
correspondingly sales increased +20%.
• Huge lift in search engine rankings
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How do you measure social
media success?
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Social optimisation is the key word
• You want people to make a noise.
• You want people to store and share things.
• You want people to love your website.
• You want people to visit more frequently
• You want people to refer your company to their
friends.
• You want people to buy into your brand.
• You want people to buy your products.
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Decide the ultimate aim of a social
media programme
• Product awareness (measured in
conversational terms)
• Real sales (measured by actual sales figures)
• Something else
• Need a clear picture in order to track results
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The best way to manage measurement
is to separate out social from media
• Qualitative (Social)
– Customer satisfaction
– Loyalty
– Interaction
– Feedback
• Quantitative (Media)
– Sales revenue
– New leads
– Newsletter subscribers
• Decide what you want to track
• Measure the metrics that matter to you
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Social (Qualitative)
Measurement Examples
• Example #1: Rackspace IT Hosting campaign to
build loyalty and trust.
• Idea: Be nice to customers who mention your
company and/or product name on Twitter
Success Metrics:
– Amount of positive comments sent to
customers per week within a given time
– Amount of conversations that started from the
comment
• Goal: N amount of positive conversations about
your company or product per week
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157. Susan Rice Lincoln www.masterthenewnet.com
Social (Qualitative)
Measurement Examples
• Example #2: Starbuck’s Campaign to increase
customer satisfaction.
• Idea: Engage with customers and prospects using
social media and ask what they would like from
you.
• Success Metrics:
– Amount of good suggestions
– Amount of the good suggestions received that
your company actual implements
• Goal: N amount of suggestions collected per
month and N amount that you actually implement.
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Social (Qualitative)
Measurement Examples
• Example # 3: Copyblogger campaign to increase authority.
• Idea: Start a blog on a topic that relates to their company and which
positioned them as an expert.
• Success Metrics:
– Amount of influential blogs linking to them
– Page rank relative to that of competitors
– Amount of organic traffic per month
– Amount of traffic that converts to sales
• Goals:
– N page rank by a certain date
– Nth position in page rank relative to competitors by a certain date
– N% of organic traffic per month
– $N per month attributable to referrals from blog
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Media (Quantitative) Examples
• Example #1: Burger King campaign to increase offline
sales
• Idea: Implement a promotion on a social media platform.
Give participants a printable campaign voucher so you can
track where the offline sales originated.
• Success Metrics:
– Monthly sales
– Monthly store traffic
• Goals:
– $N monthly sales
– N% increase in store traffic over the pre-promotion
period
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Media (Quantitative) Examples
• Example #2: Dell Outlet Campaign to increase online sales
• Idea: Use Twitter to inform prospects about special
promotions. Capitalize on Twitter’s real-time nature for
exclusive limited-customer and/or limited time offers
• Success Metrics:
– Monthly sales and new customers attributable directly to
Twitter
– Monthly revenue generated from customers originally from
Twitter (e.g. did the customer go back later and buy more)
• Goals:
– $N monthly sales
– $N monthly sales directly attributable to Twitter
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Here is how you can measure
• Bookmarks
• Comments
• Downloads
• Email subscriptions
• Fans (become a fan of something / someone)
• Favourites (add an item to favourites)
• Feedback (via the site)
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Here is how you can measure
• Followers (follow something / someone)
• Forward to a friend
• Groups (create / join / total number of groups /
group activity)
• Install widget (on a blog page, Facebook, etc)
• Invite / Refer (a friend)
• Key page activity (post-activity)
• Love / Like this (rating)
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Here is how you can measure
• Messaging (onsite)
• Personalisation (pages, display, theme)
• Posts
• Profile (e.g. update avatar, bio, links, email,
customisation, etc)
• Print page
• Ratings
• Registered users (new / total / active /
dormant / churn)
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Here is how you can measure
• Reviews
• Social media sharing / participation (activity
on key social media sites, e.g. Facebook,
Twitter, Digg, etc)
• Tagging (user-generated metadata)
• Testimonials
• Time spent on key pages
• Time spent on site (by source / by entry
page)
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Here is how you can measure
• Total contributors (and % active contributors)
• Uploads (add an item, e.g. articles, links,
images, videos)
• Views (videos, ads, rich images)
• Widgets (number of new widgets users /
embedded widgets)
• Wishlists (save an item to wishlist)
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