Social media mktg practice v6 reduced

Social Media Marketing Practice
suresh.sood@uts.edu.au
Geektoid
Mangala
www.linkedin.com/in/sureshsood
twitter.com/soody
www.facebook.com/sureshsood
ssood
www.bravenewtalent.com/talent/suresh_sood
Hero5!
scuzzy55
soody
GreatMystery14
soody
Suresh S.

Agenda
0. 4S’s ✔
1. Marketing transition
2. Tools and tactics of social media
3. Birth of video analytics
4. Facebook fan marketing
5. Global faces and networked places
6. B2B Social Networking
7. Create and Grow Communities using elgg [ Guest Speaker]
8. Social Network Analysis and Social Relationship Management
9. Social Dashboards Brand Monitoring & Management
10. Industry Adoption & ROI
11. Social Networking – Where to next ?
12. Where will the jobs come from ?

Zuckerberg: “We Are Building A Web Where The Default Is Social”
(3rd F8 developer conference, San Francisco)
• Open (Interest) Graph
– not only social connections between people, but connections people have with their
interests—things, places, brands, and other sites.
• Yelp might create one around restaurants, Pandora might create one around music. Add some
“like” buttons and anytime someone likes a restaurant or song anywhere on the Web with a
Facebook like button, that information will flow back into the Open Graph. So that Yelp will know
what restaurants you and your friends have liked elsewhere and take that into consideration
when giving you recommendations, or Pandora with music, and so on.
• Facebook is taking some of the information that pops up in people’s realtime streams and baking
it into the Web. “The stream is ephemeral,” says Zuckerberg. “It is there for a few hours and then
it mostly floats away. Services don’t understand the semantic connections between you and that
restaurant.” But now Facebook can. Instead of the Web being defined only by hyperlinks (to the
benefit of search engines like Google), Facebook wants it to be defined by social connections,
likes and dislikes, interests that are coded and machine-readable. “Our goal is to use the open
graph so people can have instantly social experiences wherever they go,” he says.
• The Open Graph is hugely ambitious. Just wait until Facebook plugs in targeted advertising by:
Location, Age, Sex, Keywords, Education, Workplace, Relationship Status, Relationship Interests
& Languages.
• The Open Graph API will allow any page on the Web to have all the features of a Facebook Page.
Once implemented, developers can include a number of Facebook Widgets, like the Fan Box, or
enable the transformation of any Web page so it functions similar to a Facebook Page.

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

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.)

• 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"
What is a Feed Story?

Agenda
1. Marketing transition ✔
7. Social Network Analysis and Social Relationship Management
9. Create and Grow Communities using Ning

Facebook is My Newspaper
(Susie Wilkening, http://reachadvisors.typepad.com/
OneRiot.com:
Search the
realtime web

TechCrunch & Twitter - More Powerful than Google
Ben Elowitz, August 5, 2009
So the ENGAGEMENTdb has been out for a little over two weeks and it’s interesting to look at
what’s been most powerful at driving traffic to the site. Here is what we’ve seen to date:
* 32,000 visitors
* 105,000 pageviews
* 3 minutes on site
* 26,000 views of the report
* 6,000 people ranking their own social media efforts
* 5,000 visits to the database
* 800 unique submissions to the database
Being that we’re talking about the social web, I was really interested in how folks ended up on the
site. Going in, my bet was Twitter would be the primary driver. Needless to say, I would have lost
that bet. The TechCrunch post on the ENGAGEMENTdb is the number one driver of traffic to the
site, accounting for 8.4% of all visitors while Twitter is accounting for 7.6%. Even more
interesting, both TechCrunch and Twitter are outperforming all-powerful Google, currently
accounting for 3% of the site’s traffic. I would bet we’ll see Google’s importance increase over
time as the site gains reputation and we do some basic SEO on the site. But it’s certainly hard to
argue with the power of Michael Arrington’s TechCrunch and Twitter as a way of driving traffic
when you have something valuable to get out to the community.

Social Search
It could represent a monumental shift in search technology. All
major engines analyze the link structure of the Web as a key
ingredient in determining what pages are most relevant -- a
breakthrough that Google championed when it launched in 1998.
A Web page that has a lot of other sites linking to it will rank
higher, figuring more prominently in a given search, than one with
only a few incoming links. Social search aims to shift power from
Web publishers, who create these links, to everyday Internet users
by examining their bookmarks or giving them tools to express their
opinions.
Current technology "delegates to Webmasters to decide what is
important for the rest of us," says Bradley Horowitz, director of
technology development at Yahoo. "Social search is about
democratizing this power.”
Yahoo Social Circle by Ben Elgin, January 23, 2006, Business Week

16 million people in the UK accessed Internet via mobile phones in December 2009.
Total of 6.7 billion pages and 4.8 billion minutes online during the month.
Top 10 sites accounted for 70 per cent of both total pages viewed and total time spent online

Australia Leads Average Time Spent per Person
on Social Media Sites in December 2009

Referral & Destination Traffic for April 2010
agl.com.au
• 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
– energyaustralia.com.au (< 0.1%)
– google.com.au (<0.1%)

Referral & Destination Traffic for April 2010
originenergy.com.au
• Sites people visit before going to agl.com.au
– google.com.au (46.37%)
– facebook.com ( 13.90%)
• Sites people visit after leaving agl.com.au
– google.com.au (22.31%)

Social Media Marketing 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

NEW INTERNET MEDIA
New Media and The Air Force Air Force, Public Affairs Agency Emerging Technology Division
www.af.mil/shared/media/document/AFD-090406-036.pdf

“Online Markets...
Networked markets are beginning to self-
organize faster than the companies that have
traditionally served them. Thanks to the web,
markets are becoming better informed, smarter,
and more demanding of qualities missing from
most business organizations.”
The Cluetrain Manifesto: The End of Business as Usual: Rick Levine, Christopher
Locke, Doc Searls, David Weinberger; Perseus Books ©2000

commodities
goods
services
experiences
The Experience Economy
Pine & Gilmore, 1999

The marketing of experiences - San Marco, Venezia
Supply of music
This docket highlights an AUD100 experience sipping coffee, drinking orange
juice and mineral water at the height of summer in San Marco Square. Wow
what an experience !The music is what makes it.

What are experiences ?
• Your customers need to experience what you are trying to sell
them through emotion i.e.
– Doing, feeling and interacting
• To provide an experience you need to do something beyond
presenting info making the event memorable and personable
that engages in a personal way
• Entertainment is only one aspect of an experience.

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

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 deliver
– 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

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

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

Challenges
Connecting
with Council

Implication:
Engaged Citizen looking for new ways to connect with Council

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

Move to Citizen Facing Systems & Relationships
Food Safety Offences
(/www.foodauthority.nsw.gov.au/aboutus/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/

Social Media 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 (extra effort spent to create content : take a video, or create an artifact )
Level of Engagement  Brand Signal  Brand Equity

New (Story Based) Segmentation
• The most powerful brand voice amongst consumers
• Crowdsourcing and Culture Mapping
• Apps = Segmentation Enablers e.g.
– Foursquare, Farmville
• 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

Levels of User Engagement
Curators
Moderate a forum
Edit a wiki

95
5
0.1
99.8
0.2
0.003
99
1
0

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

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

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
1 2 3
0 1 0
1 0 1
0 1 0
1
2
3
1: 2
2: 1, 3
3: 2
1
32
Adjacency matrix
Adjacency list
1 = presence of link
0 = no direct link
Actors Relationship
Graph or
sociogram

CCI Brand Pyramid
Content
Context
Infrastructure
Brand
Brand
Brand
Rayport & Sviokla, HBR (1999)
Social data:
- Influence
- Number of friends
- Influence among friends
- Number of influential friends
discovery, reading
and sharing news
and information

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

Organisational View
1. Identify key influencers
2. Maximise budgets
3. Precision targeting
4. Morph “CRM” to “SRM”

Content Marketing
• “Content marketing is the art of understanding exactly
what your customers need to know and delivering it to
them in a relevant and compelling way.”
• Best practices, case studies, success stories, thought
leadership +++
• Shift away from media company driven content and toward
content created specifically for customers
• How can we provide a service where the customer says,
‘Wow, you really made this easier for me!’?”
– Blendtec “Will it blend?”
– Nike microsites (Nike+)

• Wikipedia entries well placed on Google
– Generate articles relating to your organisation,executives and news
–
– Monitor articles on wikipedia for reputation management
– Reference with related entries

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

“New Rules of New News Releases”
• Don’t send news releases only when “big news” is happening
• find good reasons to send them all the time
• Instead of just targeting a handful of journalists, create news releases that
appeal directly to your buyers.
• Write releases that are replete with keyword-rich copy.
• Include offers that compel consumers to respond to your release in some
way.
• Add social media tags so that your 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

Marketing the Content
1. Blogs, articles, newsletters or e-zines ? Customer acquistion (brand awareness & thought leadership) , customer retention or service
2. Audio and video recordings of interviews,roadshows or roundtables for repurposing e.g.podcasts
3. Release schedule focusing on key topics affecting customers with a free subscription
4. Discuss the magazine on company blog with key findings
5. Send out news releases through a keyword-optimized service e.g. PRWeb, eReleases (paid) or PR.com, Clickpress (free)
6. Send releases direct to influential bloggers and post on Scribd and FreeIQ
7. Post videos of interviews on YouTube and industry specific video portals specific to your industry
8. Upload audio & video to microsite relevant podcast directories
9. All articles with own HTML pages on microsite
10. Each article with social media capabilities, such as letting people add it to Facebook, Digg, or StumbleUpon
11. Stumble noteworthy articles and choose the proper category for the article
12. 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)
13. Use PPC, targeting specific keywords to drive people to content offering
14. RSS feeds available for Web content
15. Integrate RSS feeds to promote content (Twitterfeed.com)
16. New news releases are for building key links and for helping bloggers and influencers find the site
17. Upload articles to key vertical and social bookmarking sites
18. If deemed relevant create a Facebook fan page and invite key customers to join the Facebook group
19. Measure, measure & measure – Downloads, twitter conversations, blog Technorati ranking, bloggers,RSS subscribers, Alexa
Adapted from Joe Pulizzi and Newt Barrett (2009) Get Content Get Customers, McGraw Hill

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
– CoffeesAndSmooth ies.blogspot.com
• Bitemark.com
– Conversion rate blog
• Mindjet
• Pinsent Masons
– Outlaw.com

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

How to Participate in Conversations
• Conversational calendar
• What topics do your customers care about ?
• Review existing social media e.g. Fb or Twitter
• Converse via complaints or solution provision

Bookkeeper:
•Tax Saving Strategies
•Technology & the Books
•Little Known Tricks
•Uber Up-to-Date News Source
Interior Designer:
•Photo of the Day
•Design Tips
•EcoFriendly Design
•Simplicity at Home
Become a Leading Authority
Provide Value, Service and social exchange.

Potential Economics of Social Content
Original Content = X
Original Content + Ratings/Reviews = 2X
Original Content + Ratings/Reviews + User generated content = 4X
Source: Happe R. (2009) Social Media in the Enterprise, GigaomPRO

• over 22MM page
views per month,
adding new ad
revenue
• Have since launched
3 additional
campaigns and
launched new tv
series based on the
online content
HGTV
Rate My Space

Marketing in an Unpredictable World
Duncan Watts & Steve Hasker, Harvard Business Review, September 2006
1. Increase the number of bets, and decrease their size
2. Focus on detection, measurement, and feedback
3. Follow through with flexible marketing budgets
4. Exploit naturally emerging social influence
5. Build flexibility into supply chains and contracts
“The implication for marketing executives is
that they should de-emphasize designing,
making, and selling would-be hits and focus
instead on creating portfolios of products that
can be marketed using real-time

• Sports Active is a new product that is aimed primarily at a female
audience, specifically busy moms.
• Reached out to the communities of moms on BlogHer, Hi-Yech
Mommy, Cafe Mom, Mother Click, and iVillage.
• Ultimately, targeted 1000 influential mommy bloggers.

Agenda
0. 4S’s
8. Social Network Analysis
✔

Seven Categories of Social Media
From “The 7 Categories of Social Media,” Communication Overtones
http://overtonecomm.blogspot.com/2007/04/join-network-of-networks.html
Publishing
Social
Networks
Democratized
Networks
Virtual
Networks
Automatic
Aggregators
Edited Social
News
Content
Distribution

Social Media Concepts
Media Share Engage Relationships
Fb ✔ ✔
Flickr ✔
Blogging ✔ ✔
Twitter ✔ ✔ ✔

Tools of Social Media
How can my business use Twitter, Facebook...?

Social Networking
Technology and services that create unique
personal profiles, map out relationships, and
leverage those connections to accomplish a
task.
Key characteristics of Network :
•Personal Profile
•Visible Relationships
•Connections
Profiles: The Real Value Of Social Networks by Charlene Li, Forrester, July 2004

Popular Social Networking Sites
China - QQ, Xiaonei, 51
UK - Facebook, Bebo, MySpace
NZ - Facebook, Bebo MySpace
USA - Facebook, MySpace, Twitter
Korea – Cyworld
Japan – Twitter, Mixi.jp
Germany - Facebook, StudiVZ, MySpace
These social networks exclude popular dating sites e.g.
Flirtomatic (UK) and loveonline (NZ)

“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) – “What
Would Google Do?” Harper Business

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

TWITTER
• A giant “coffee shop”
• Limited to 140 characters
• Use Twitter to :
– post blog updates
– connect with existing members
– recruit new members

TWITTER BASICS
• Handle - @soody
• Follow – who you’re listening to
• Replies – have a conversation! @
• Retweet – RETWEET or RT
• Avatar – Your picture. Decide Logo or Face
• Hashtag - #TwOrCo – Twitterers in OC
• You can create your own hashtag #PUTM

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 .
DMs don’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 Stephenie How about next Monday?

Twitter Highlights
• Feed Similar to FB Wall
• Following/Followers
• Number of Tweets
• Conversational
• Educational
• Calls to Action

Should We Care About This Whinger?

Customer Service
Direct sales via links & Promotions
Feedback & Complaints
Management

CommuterFeed.com
users tweet traffic info

Botanicalls - Tweets when Plants Thirsty

Twitition
Create & Sign Petitions

Filesocial.com
File sharing via Twitter

Find People to Follow
1. Go to www.search.twitter.com
• In the search field enter:
near:2066 within:25km
• Replace with your zip code and extend radius if desired
• The search results will include all Tweeters that are based within your area
• Click on each user name and their Twitter page will open
• Click “Follow”
• Repeat steps many times over
2. If you find a local Twitter who has lots of followers go to their page and repeat
the above process by clicking on the pictures on their page of their followers
3. Go to www.tweetva.com and find a list of Tweeters in your area
4. Go to www.mrtweet.com, register and you will receive recommendations on
people to follow
5. Go to www.wefollow.com and at the top you will see “Enter a Tag”. Enter
relevant key words and follow the results
6. Keep adding people to follow otherwise it will be boring
7. For the most part – always follow back
8. Visit pages of people who follow you and check out their followers to see if you
want to follow them – remember you are trying to leverage your messages

What Can You Do?
• How could your business provide
“elegant organisation” for your
customers and staff with Twitter and
the mobile phone?

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.

Posting to Facebook
Post events to Facebook :
1. 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)
2. 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

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 Tribe would find interesting and relevant.
1. If you don’t want to leave a comment just click on the “like” button
2. 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
3. If you really like the posting and what all of your friends/fans to know about it click
on the “share” button.

• 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

Guy Kawasaki’s 11 Ways to Use
LinkedIn:
1. Increase your visibility
2. Improve your connectability
3. 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

Metrics
Facebook LinkedIn Twitter
Number of fans New connections Number of followers
Page visits,site visits Utilize applications (track document
downloads using Box.net application)
Interactions (wall posts, “likes”,
comments, etc.)
Utilize shortened trackable URLs
within employee status updates
Number of interactions (retweets,
messages.)
Track how employees are ranked in
LinkedIn Answers
Click-throughs on links posted

• 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

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

Tag Cloud of Paige’s Story About Travel to Paris
Created from Daniel Steinbock’s TagCrowd under Creative Commons ©
93

1.Gayle
3. Paris
2. Paige
+
+
4.”The occasion
was my cousin
Paige’s 16th”
5. “I am a Canadian
and get by in
French.”
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! "
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."
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."
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."
11.Sites
•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
•http://www.fattirebiketoursparis.com/
•Eiffel Tower
Elaboration of Trip to Paris Blog Story (Means-End & Heider)
Woodside,Sood & Miller 2008 When Consumers and Brands Talk Psychology & Marketing
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]”
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."
16. "On our trip to Giverny, we met a young
woman from Brisbane, Australia who was
traveling on her own and we invited her to join
us. Three of us enjoyed delicious and
innovative soufflés, while Paige had the rack of
lamb. We shared two dessert soufflés, one
chocolate and the other cherry/almond. Yum"
17. "I wanted Paige to get a feel
for shopping experiences that
she would not have at home (aka
the ubiquitous mall). "
18."We went on Fat
Tire's day trip to
Monet's gardens and
house in Giverny, about
an hour outside Paris."
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...".
14. "They had decide to come to Paris
to find the Harley Davidson store so
they could buy Harley Paris t-shirts."
+
+
+
+
19....."I know Paige will
treasure the memory of
this girl's trip for many
years to come."
94

Linguistic Inquiry and Word Count (LIWC)
Text Analysis : The Psychological Power of Words
95
LWIC dimension “I love Paris”
Paige’s Story
Personal texts Formal texts
Self-references
(I, me, my)
6.12 11.4 4.2
Social words 10.55 9.5 8.0
Positive emotions 3.04 2.7 2.6
Negative emotions 0.54 2.6 1.6
Overall cognitive words 4.12 7.8 5.4
Articles (a, an, the) 7.74 5.0 7.2
Big words (> 6 letters) 18.40 13.1 19.6
Pennebaker, J. W., Francis ME, Booth RJ. (2001). Linguistic Inquiry and Word Count (LIWC):
LIWC2001. Mahwah: Lawrence Erlbaum Associates.

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/
96

Marketing & Advertising Strategy Implications from Paige’s Story
• 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”
97

Flickr - Photos
• Join a photo sharing site e.g. Flickr or Picasa
• Upload photos and create a slideshow
• Use the embed code from the slideshow or follow your
blogs rules to embed it on your blog. Use HTML tab in blog
form.
• Optimize photos for the Web via Photoshop or via a Web-
based solution (webresizer.com)
• Provide interesting captions to your photos that tell the story

• Tutorial ‘how to’ videos
• Helps present a fun side to the business
• Branding messages
• Create a “channel” (user profile page)

YouTube
• Interview people, have a talk show, do a video blog with
commentary, make short films, be creative
• Embed the video on your blog. Embed code is readily available to
the right of your videos on YouTube
• Username becomes a channel
• Tag videos with appropriate key terms to help others find your
content
• Explore and post other sites, like Vimeo, Viddler

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/)

• “Web application that combines data from more
than one source into a single integrated tool” –
Wikipedia
• Wildly popular mashup: Locate Starbucks
• http://programmableweb.com/mashups
www.findbyclick.com
Mashups

Best Practices - Sharing
• Add “Share This” widgets to your website
• Create your own widgets that or visitors can
share on their own sites and pages
• Share the content of others
• Share your own content across platforms

Best Practices: RSS
• Make sure your content has an RSS feed
• Share your RSS feed with site visitors, social network friends
• Use RSS feeds to help streamline your social media workflow
• Bloglines Web-based aggregator www.bloglines.com

Best Practices: Blogging
• Pick an interesting voice
• Maximize outbound links
• Set outbound links to be opened in a new
window
• Invite and encourage conversation

Best Practices: YouTube
• Get a nonprofit channel
• Tag your videos with keywords
• Embed videos in your blog and website
• Engage commenters

Best Practices: Facebook
– Profiles are for People
– Get a Page, Get Some Fans
– Use Groups for Controlled Membership
– Use Events to Generate Attendance
– Causes: Donations

Best Practices: 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
– Tools for managing the voices Tweetdeck, Tweetie,
– Tools for productivity SocialOoomph
– Tools for recommending you and others MrTweet

Agenda
✔

UStream.tv
• live streaming video
• With a laptop and a Web cam or camcorder connected you
can easily broadcast live from an event
• Easy to embed in your blog
• Show pages allow for audience to chat and comment on an
episode

YouTube Insight – Video Analytics

Facebook Fan Page
113
• Your Wall
• Fans
• Videos

Facebook – Main Tabs
• Wall – mini press releases, announcements
• Info – static information about the city.
Overview, mission, etc.
• Photos – multiple photo albums
• Videos
• Many other possible tabs; start with these 3
and build.
• You can even add custom tabs!

Promoting – Facebook Page
• Put a Facebook icon on your website’s home
page.
• For the link, go to your new Page, and copy it
from the address bar.
• Promote your Facebook page in your
communications such as newsletters.
• Encourage your fans to share the Page with
their friends when you send out Updates.

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

The 12 most annoying types of Facebookers
1. The Let-Me-Tell-You-Every-Detail-of-My-Day Bore
2. The Self-Promoter
3. The Friend-Padder.
4. The Town Crier
5. TMIer (The Much)
6. The Bad Grammarian
7. The Sympathy-Baiter.
8. The Lurker
9. The Crank
10. The Paparazzo
11. The Obscurist
12. The Chronic Inviter

Nielsen 2010 Social Media Report
• 9 million Australians interact via social networks
• Content sharing is the most popular activity
• 4 in 5 Australian Internet users shared a photo
• Twitter usage grew by 400% in 2009
• Nearly 3/4 of Australians read a wiki
• 2 in 5 Australians interact with companies via social networks

Quick Stats
• 67% of those online globally visit social media sites
• Facebook has more than 250 million active users
• Twitter grew 1,382% from February 08 to February 2009
• Facebook grew 314% from February 08 to February 2009
• YouTube has 300 million visitors each month
- Statistics current as of 3 September 2009 - http://www.thatagency.com/design-studio-blog/2009/07/social-media-
statistics-for-2009/

A Look at the Numbers
• 200+ million active users
• 100+ million people log on at least once each day
• 3.5+ billion minutes spent on Facebook each day
(worldwide)
• Fastest growing demographic is 35+
• 30+ million active users accessing Facebook through
mobile devices
• Mobile users are almost 50% more active than non-mobile
(source: Facebook press room)

Australian Facebook Demographics
Source:checkfacebook.com – 11/03/09
Country Audience
7,176,640
(2.27% of global)

A Look at the Numbers
• Worldwide visitors to Twitter approached 10M in Feb 2009, up
700+% vs. Feb 2008 (Comscore)
• 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*
Source: Reuters reporter Alexei Oreskovic.
* comScore study, June 2009 Reported in Marketing Charts, August 17th 2009

Social networks Popularity in
Australia
• Over 70% of Australian internet users visited a
social networking site in June 2009*
*comScore study, June 2009
Reported in Marketing Charts, August 17th 2009

LinkedIn
• over 40 million users on LinkedIn, the number in the UK is fast
approaching 2.5 million
• In the UK alone there are on average 75,000 new users every
month!
• The average LinkedIn user is 41 yrs old and has 15 years
experience - the majority being key decision makers in their
businesses.
• Many recruiters have switched from concentrating their focus
on job boards (Monster, Jobsite etc) to finding the best
candidates on LinkedIn because A) Its free and B) they can
search passive as well as active jobseekers.

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

Middle-Aged Australians Increased Content Consumption And Use Of Social Networks

Middle-Aged Australians Increased Content Consumption And Use Of Social Networks (Cont.)

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

Agenda
6. B2B Social Networking ✔

Guy Kawasaki’s 11 Ways to Use LinkedIn
1. Increase your visibility.
2. Improve your connectability.
3. 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

Agenda
✔

Free Open Source Social Network Engines
Christoph Hechelmann – info@socialnomica.com

Ning and Alternatives
• biggest social engine
• 04/10 = 2.3 million social
networks
• 04/10 = 20 million visitors a
month
• 04/10 “free – as the future of
business”
• 07/10 = 1.7 million social
networks
• Not a viable business
model!?
• Pack your digital bags
again!?
Keep that in mind when
choosing a free solution!
Two kinds of solutions:

Elgg Open Source – www.elgg.org
• open source = pain to set up / always for
free
• “describes practices in production and
development that promote access to the
end product's source materials” – the core
• Elgg is an open source social networking
platform
• Plugin-in based widgets and additions
• No coding required if you don’t want to
• Coding possible if you want to
• some LAMP knowledge required
• Profiles, Activity streams, (micro)

http://community.elgg.org/
www.FacuLTEA.com

• 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

Launching a Social Network Service
0. Mobile
1. Photos, Videos, Latest Activity, Members, and Events
2. Keywords for discoverability
3. Welcome centre
4. FAQs
5. Moderation e.g. suspend members, own user moderation
6. Kick start with champions/evangelists/passionates
7. Latest activity
8. Giveaways e.g. book from authors/guest visiting library
9. Monitor registrations
10. Members/volunteers as moderators
11. Link to main web site
12. Promote content via email, Twitter & Facebook
13. Share content on Facebook

Social Graph Data
144
- who in a network responds to my offer ?
- others like her in the network ?
- Identify “Influencers”
-Create rich profiles of demos, interests, behavior

Media6 identifies who is closest to you
“ your network neighbor”
145
“Lisa” buys on NineWest.com
Media6 maps “network neighbors”
based on visits to profile sites via
browser cookies
NineWest ads are shown to Lisa’s
closest friends, without identifying
or involving Lisa

Google already tracks
who you email the most
146

A Tale of Two Business Models for Dating
Measure Elite
(eliteintroductions.com.au)
RSVP.com.au
Ratio men/women 50/50
Second date 87%
Marriage or Co-Habitation 25% 0.725%
(900 marriages from
1.24M)
User Investment $1495 to $4995 per annum
Socio-economics $250,000 plus in earnings
Travel-theatre-symphony-
opera-dining out

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

UCINET 6
• UCINET IV for DOS is free
• Grab bag of techniques and procedures
• Matrix centered view
– rows & columns - actors
– cell value - relationship
• Citation
– Borgatti, S.P., M.G. Everett, and L.C. Freeman. 1999. UCINET 6.0 Version 1.00.
Natick: Analytic Technologies.
• Network analysis requires:
– ##h file contains meta data about the network
– ##d file contains the actual data about the network

Useful References
• UCINET user guide
• Tutorial Prof Hanneman
• Network Analysis in Marketing (Webster & Morrison 2004)
• www.insna.org (international network for social analysis)

Data Language (DL) Filetype
dl n=4 format=fullmatrix
data:
0 1 1 0
1 0 1 1
1 1 0 0
0 1 0 0
dl n=4
labels:
Sanders,Skvoretz,S.Smith,T.Smith
data:
0 1 1 0
1 0 1 1
1 1 0 0
0 1 0 0
dl nr = 6, nc = 4
row labels embedded
col labels embedded
data:
Dian Norm Coach Sam
Mon 0 1 1 0
Tue 1 0 1 1
Wed 1 1 0 0
Thu 0 1 0 0
Fri 1 0 1 1

Standard Data Sets
• BERNARD & KILLWORTH
– FRATERNITY interactions among students living in a fraternity at a West Virginia college
– HAM RADIO radio calls made over a one-month period (voice-activated recording device)
– OFFICE interactions in a small business office.
– TECHNICAL
• CAMP 92
• COUNTRIES TRADE DATA
• DAVIS SOUTHERN CLUB WOMEN observed attendance at women’s club in 1930s
• FREEMAN'S EIES DATA
• GAGNON & MACRAE PRISON
• GALASKIEWICZ'S CEO'S AND CLUBS
• KAPFERER MINE
• KAPFERER TAILOR SHOP
• KNOKE BUREAUCRACIES 10 organizations and two relationships – money & info exchange
• KRACKHARDT HIGH-TECH MANAGERS
• KRACKHARDT OFFICE CSS
• NEWCOMB FRATERNITY
• PADGETT FLORENTINE FAMILIES
• READ HIGHLAND TRIBES
• ROETHLISBERGER & DICKSON BANK WIRING ROOM
• SAMPSON MONASTERY Experimental and case study of social relationships." Doctoral dissertation, Cornell Univ.
• SCHWIMMER TARO EXCHANGE
• STOKMAN-ZIEGLER CORPORATE INTERLOCKS
• THURMAN OFFICE
• WOLFE PRIMATES
• ZACHARY KARATE CLUB
• Borgatti, S.P., Everett, M.G. and Freeman, L.C. 2002. Ucinet 6 for Windows. Harvard: Analytic Technologies.

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

Monitoring Brand Health
• 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
155

8 Levels of Social Media Analytics
8 Levels of Analytics
(Davenport)
Social Media Questions
Standard Reports What conversations are taking place?
Ad Hoc reports When and where are conversations taking place?
Query Drilldown What are the sentiment of conversations?
Alerts What actions are required?
Statistical Analysis Why are these conversations occuring?
Forecasting What if conversations continue?
Predictive Modeling What conversations are next?
Optimization How can we lead conversations?
http://manobyte.com/blog/index.php/2008/11/what-is-social-media-analytics
orginally adapted from Davenport T (2007), Competing on Analytics

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
157

Conversation Gap - Vacation and Paris
158
* Total identified blogs: 99,181,005 @ 18 December, 2008

Paris – Equity Share Analysis of Attributes
159
* Total identified blogs: 99,181,005 @ 18 December, 2008

Monitoring Tips
• Set up comprehensive Google Alerts
• Set up a feed reader with
relevant blogs and new feeds
• Use Twitter Search to follow
hashtags and keywords in Twitter
streams

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

White Label Social Network?
• 2009 Nonprofit Social Network Survey Report –
30.6% of responding nonprofits had their own
social network
• Why would you want to create your own?
• Ning, GroupSite, SocialGo
• White Label Social Network Platforms Chart from
TechCrunch

How to launch a social network
1. Your network must be member-centric
2. Seed people in the network
3. Invite people via email
4. Set the tone
5. Send a reminder email
http://blog.crowdvine.com/(February 1st, 2010)

Social networks, Twitter, and the practice of medicine
• a social network for physicians Ozmosis
• Sermo the best-known physician-only site.
• http://scienceroll.com/2008/04/11/ozmosis-vs-sermo-answers/
• Unlike Sermo, Ozmosis is not an anonymous site and Ozmosis
physicians are properly verified and clearly identified
• Ozmosis delivers a unique business model that enables physicians to
discover new products and services. Instead of selling pharmaceutical
companies access to peer over a physician shoulder, physicians on
Ozmosis can choose to learn about healthcare products and services
from other physicians in a trusted environment. Ozmosis maintains a
strict privacy policy and product discovery areas are opt-in for
physicians.

This Sentence Easily Would Fit on Twitter
"This Sentence Easily Would Fit on Twitter: Emergency Physicians
are Learning to 'Tweet,'" posits that the value of Twitter for the
medical community, particularly busy ER docs, is that it can be
used to send out relevant information in a timely way. We know,
in general, that patients who use social media tend to trust
"people like me"; why wouldn't physicians? So perhaps it comes
as no surprise that one of the doctors interviewed commented
that he is more likely to review a medical journal article if a
trusted colleague tweets about it. "It's almost like we act as a
group filter to find the most relevant stuff.The article also
observes that,Other emergency physicians use Twitter because
they are early adopters and like to tinker with new technologies.
An emergency physician from Northern California, Tim Sturgill,
MD, has blogged for more than 5 years and says he uses Twitter
to communicate not only with other doctors but to have
conversations with those who, like him, are exploring the potential
of social media.
Eric Berger (Special Contributor to Annals News and Perspective) This Sentence Easily Would Fit on Twitter:
Emergency Physicians Are Learning to “Tweet” Annals of Emergency Medicine
Volume 54, Issue 2, Pages A23-A25 (August 2009)

The Red Cross handbook/policies help keep
order
http://sites.google.com/site/wharman/social-media-strategy-handbook

•Distributing emergency messages
• Facilitating classroom discussions
• Publicizing good news coverage
• Promoting major campus events
and building real-time community
conversation around guest speakers,
conferences, or commencement
(using hashtags like #uvagrad09)
• Giving busy campus figures who
don’t have time to blog regularly a
channel to communicate
Higher Ed Uses of Twitter

Get
Inspired
Research
Shop and
Compare
Buy
Pre-trip
Planning
On
Vacation
Post
Vacation
Research flights for an upcoming trip
Plan a road trip of over 150 miles
Get specific advice about a travel
destination from people you know or
other travelers
Research attractions (e.g. zoos,
museums, etc.) at your destination
Explore options by type of destination
(e.g. beach, cruise, etc.) or geographic
area (Western US, Europe, etc.)
Get pictures or imagery of a
vacation destination or a local area
Research and plan a trip in a foreign country
Organize and plan a last minute getaway
Share your itinerary with people you know when planning a
trip, for coordinating plans and adding to calendars (mobile)
Find a condo or home to rent for a vacation
Get specific advice about a travel
destination from people you know or
other travelers
Research attractions (e.g. zoos,
museums, etc.) at your destination
• Top 12 travel tasks out
of top 200 overall tasks
in order of overall task
importance.
• Green shows top 5
tasks weighted on
multiple factors
(importance,
frequency, etc.)
Top 12 Travel Tasks
Choose a vacation destination by looking at options
meeting your criteria (e.g. type of trip, price, etc.)
Research hotels for an upcoming trip

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

How Web 2.0 Supports the Myth of Paris
180
Lamps, Eiffel
Tower,france,
night, street,
notredame,
bw, church,
architecture,
toureiffel, city,
cathedral,
louvre,museum
Casablanca
“We'll Always Have Paris”
City of love , city of lights,
landmarks , museums &
galleries, Cafés, coffee,
conversations, friendship,
artists, lovers,
philosophers

Paris Findings
– A search for Paris, France on Flicker returns well over one and a half million
photos and over quarter of a million for the Eiffel tower.
– You Tube has over 130,000 videos tagged Paris, France
– Pages of real time Twitter messages
– Google blog search shows 300,000 blog mentions of Paris, France
– Over 60,000 entries on Boardreader
– A virtual world of Paris in Second Life
(teleport via slurl.com/secondlife/Paris%201900/8/172/16)
• Youtube videos include Casablanca (1942) owing to the end of the movie
quote “We’ll always have Paris” which breaks free from covering specific
destination features of Paris
181

Social Media ROI
“Price-tags” memo:
• Unique visit to the blog post - £3 (based on
time on site)
• Each returning blog visit - £1.50
• A view on SlideShare (excl. embeds) - £1
• A view from embeds - £2
• A view of the screen grab on Flickr - £0.50
• A view of the link on Twitter/bit.ly - £0.50
• A comment - £1.50
• A SlideShare download - £1.50
• A fave on SlideShare - £1.50
• An embed from SlideShare - £1.50
• A Flickr click-through - £1.50
• A Twitter click-through - £1.50
Total Gain from Investment: £4832.5
ROI: £4832.5 / £14.32 = £337.46
Good enough? Or more can be done?

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)

The Social Web for Business
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

Potential Goals & Measures
Goal Measure
Learn customer requirements customer feedback
Awareness
& Sales
people reached
interactions
Awareness
New members
Referrals
re-tweets
Customer satisfaction issues addressed
Innovation implemented ideas

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

Agenda
0. 4S’s
11. Social Networking – Where to next ? ✔

2009-11 Developments
(Source: Altimeter Group, Silicon Valley)
• Experimental testing in social media advertising
• Yahoo!, Google, Microsoft/Hotmail testing social media
integration with Webmail products
• Facebook Connect gains traction with media companies and
begins to monetize with an ad network
• Social shopping experiments start
– (retailers integrating social network data)
• Spending on profile based targeting
• Targeting based on implicit data and social behaviors
• Diversification into enterprises
190

Social Media Development
Market
Dominated by
major social
networks and
portals
Diversify into
media and
commerce
Enterprise
penetration
Business
models
Tests in social
media spending
Spending on
profile-based
targeting
Targeting based
on implicit data
and social
behaviors
2009 20112010
Adapted from Altimeter Group

Privacy and permission considerations
• People will demand greater control over
when, where, and how their social profiles,
contacts, and content can be used
• Detailed permissions – sometimes on a friend-
by-friend basis – will be required
– A usability nightmare
– Need to “retrofit” old friends numbering in the
thousands
192

Social Engineering Attacks
• Malicious software (malware) is installed into a computer
fixed or mobile − to collect personal information over time.
• Computers or mobile devices are hacked for personal data.
• Phishing
– criminals use deceptive e-mails to get users to divulge personal information, includes luring them to fake bank and credit-
cards websites.
“Pharming”: using deceptive e-mail messages to redirect users from an authentic website to a fraudulent one, which
replicates the original in appearance.
– “SMiShing”: sending text messages (“SMS”) to cell phone users that trick them into going to a website operated by the
thieves. Messages typically say that unless users go to the website and cancel, they will be charged for services they never
actually ordered.
– “Spear-phishing”: impersonating a company employee/employer via e- mail in order to steal colleagues’
passwords/usernames and gain access the company’s computer system. ID thieves misuse victims’ personal info.

195
Inappropriate Contact with Strangers and Bullies
Public info: Name, Profile Picture, Current City, Gender,
Networks,
Friend List and Pages.

Sharing Your Content and Information
Date of Last Revision: April 22, 2010 Statement of Rights and Responsibilities
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
About 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).

“A periodic check of new people from your networks on other sites”

Eliminates “re-friending”
198
TheInsider.com
allows users to
bring in their
Facebook friends
Avoids building
yet another
siloed social
network

Your friends’ activities in context
around “objects” with GetGlue

The same toolbar appears on IMDb

The toolbar shows Chris’s
comments from Wikipedia
201

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.
Livestation
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
TV 3.0

Agenda
0. 4S’s
13. Where will the jobs come from ? ✔

Social Strategy: How do we do it?
Strategy, Management, Resources

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.
Community Manager

Community Manager Toolkit
– iGoogle as your home page
– Google Blog Search
– Twitter Search and TweetGrid
– BackType
– FriendFeed
– GoogleReader and PostRank

Social Media Planning
A. Assess Your Online Inventory
• Web site and microsites
• Video and audio podcasts
• Photography
• Press coverage
• Communities
• Blogs (company and external)
• Microblogging (Twitter)
• External wikis
• Communities
• Social Networks
• Existing policies
B. Review Business Strategy
• Goals
• Culture
• Plan for stakeholder/executive buy-in
• Upcoming initiatives/campaigns
C. Audit Audiences*
• Investors
• Board members
• Analysts and other pundits
• Employees
• Customers
D. Develop Plan
• Goals
• Objectives
• Focus Areas
• Strategies
• Tactics
• Timing / Owners / Milestones
• Metrics
E. Policy Development
• Blogging & microblogging
F. Bootcamp
• Best practices overview
• Policy overview
• Tools training
• Blog platform (as needed)
• Twitter
• Other tools as appropriate
Deliverables
 Approved Plan w/ Metrics
 Scope of Work
 Budget
 Social media policies
 Bootcamp

Social Media Engagement
A. Listening
• Blog monitoring
• Microblogs (Twitter, etc) monitoring
• Digital news media
B. Engagement
Blog planning
• Design and layout
• Banner design
• Content recommendations/
editorial calendar
• Coaching bloggers
• Ongoing blog counsel
Community Development
• Design and build communities
• Best practices for engagement
• Monitor
• Identify opportunities
Microblogging (Twitter, etc)
• Best practices
• Flagging issues for response
Social Networks
•Facebook
•LinkedIn
Multimedia
• Video (scripting, production, editing,
using our in-house studio)
• Podcast series (video or audio)
Social Media Relations
• Strategy and best practices
• Outreach/Introductions
• Social media releases
• SEO counsel
Events “In Real Life”
• Content development
• Recruit panelists/speakers
• Plan
• Logistics
• Campaign design
• Social media best practices
• Followup
Tool Recommendation
• Recommendations based on interest,
adoption, quality
Deliverables*
 Blog design/layout
 Community development
 Social Network app dev
 Video development
 Event development
 Social release development
 Coaching and counsel

Social Media Optimization
Measure
Blogs
• Traffic
• Post frequency
• Comment traffic
• Links/Trackbacks
• Technorati/Alexa/Other
• Anecdotal
• Awards
Microblogs
• # Microbloggers (participation)
• # of followers (impact)
• # Quality of followers (reputation)
• # Updates (Presence)
Media metrics
• Share of voice/over time
• Volume
• Message penetration
Performance against deliverables
• Met/unmet
• Trends
• Conclusions
Tune
• Revise plan
• Reset metrics
Toolkit
• Radian6
• Factiva
• Backtype
• Twitter, Tweetdeck, Twhirl, etc.
• BudUrl, Tweetstats, Grader, etc
• Google Blog Search & Analytics
• RSS
Deliverables
 Performance against metrics
 Custom Analysis

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

Social media mktg practice v6 reduced

Social media mktg practice v6 reduced

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