workbook for Planet Ark

1. SOCIAL MEDIA
MARKETING
PRACTICE
PARTICIPANT
WORKBOOK
Suresh Sood, December 2010

2. TABLE OF CONTENTS
1.INTRODUCTION ..........................................................................3
2.RELATIONSHIPS NOT TECHNOLOGIES ..................................3
3. THE MARKETING TRANSITION FOR 2011 .............................4
4. THE SOCIAL APPROACH AND MARKETING “YOU” ...........5
5. WHAT’S YOUR STORY IN YOUR VOICE? ...............................5
6. BLOGGING ...................................................................................5
7. LISTENING OR MONITORING YOUR BRAND .......................7
7. SOCIAL TOOLS AND TACTICS OF YOUR BRAND ................9
9. EFFECTIVENESS OF YOUTUBE ................................................13
10. FACEBOOK FOR BUSINESS & FAN MARKETING .............13
11. SOCIAL MEDIA ANALYTICS ................................................16
12. SOCIAL MEDIA CAMPAIGNS AND BRAND PRESENCE ..19
13. WHICH PLATFORMS FOR OWN COMMUNITY?................21
9. ABOUT YOUR COURSE DEVELOPER & PRESENTER ........24
Suresh Sood, December 2010

3. 1.INTRODUCTION
This reference guide helps maximise your time during this 1
day course developed for Planet Ark. The materials for the
course are sourced from the UTS popular Social Media
Marketing Practice (SMMP) course stages 1 to 3.
This workbook together with your own related thoughts helps
to serve as a foundation for the session and subsequent actions.
Furthermore, the concepts discussed in this workbook ensure
all participants have a common framework from which to
operate.
2.RELATIONSHIPS NOT
TECHNOLOGIES The value chain of activities when devising online
communities or social networks is:
social architecture  conversations relationships
Online Social Networks (OSNs) provide a platform for
handling relationships in a scalable fashion. Achieving high
levels of ongoing conversational customer contact and
service are simultaneously achievable with Facebook being
used by many organisations. The conversations directly
engender relationships online and offline in word of mouth
fashion.
In a world of fewer funds being available, a key
objective of the session is to understand the variety of
techniques available to Planet Ark to catalyse “fans” and
have them build upon conversations to create an
understanding of Planet Ark activities amongst their own
social networks. The desirable position is the community
members do the selling of Planet Ark programs to other
similar individuals in their own networks while having fun.
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4. Equally important is the ability of customers to provide
online support amongst themselves minimizing the need to
provide a fully resourced help centre.
The Planet Ark relationships develop with site co-
ordinators, volunteers and sponsors or donators. Social
media transforms both the discovery of information and
usage.
3. THE MARKETING
TRANSITION FOR 2011 Sometime in late 2009 more traffic started appearing on
Facebook relative to Google. Australians spend amongst the
highest amount of time per month on Facebook relative to other
users around the world with 7 hours 45 mins per month
(Nilesen Company, April 2010) and “Facebook is my
newspaper” (Susie Wilkening, reachadvisors.typepad.com/).
No longer does power vest with Google and Webmasters. Social
search shifts power to the users of social media generating
content.
Social Media Marketing Practice is not conventional marketing
but “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).
Longer term, the blending of user generated content within
brand advertising is set to become commonplace. No longer is
a creative sufficient to gain consumer attention. Consumers seek
relationships and brands entering into conversations rather than
broadcasting gain consumers who represent them to other
consumers. In 2011 the conversation calendar is the singlemost
important artifact to get activities underway.
An important accelerator of the trend to embrace social media is
the accessibility of online services from mobile phones. UK data
indicates a significant amount of Internet access actually takes
place at home via mobile. In Australia, the Ray Morgan data for
June 2010 shows a 50% increase from 1.6 million to 2.4 million
persons. The most significant usage is amongst 20-29 and 30-39
year olds for 32% and 24% of mobile Internet users. Other
groups represent around 15% of users in the age group. With
the release of Apple iPhone 4 and Google Android models the
number of mobile Internet users will soar. One button access to
Facebook and LinkedIn is a further capability driving online
social network usage.
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5. 4. THE SOCIAL
APPROACH AND In social the expectation is conversations first to build
MARKETING “YOU” relationships and transactions later. Hence, your
engagement model is not 100% of online time chatting about
your products and services. For example, the
recommendation for Twitter is 70-20-10 (Angela Maiers).
This is to say:
a) 70% - Sharing others voices, opinions, and tools
b) 20% - Responding, connecting, collaboration, and
co-creating with like-minded Twitter colleagues
c) 10% - Promoting and/or chit-chatting
This largely social approach is applicable across all social
media interactions and associates with the voice of the
individual.
5. WHAT’S YOUR STORY
IN YOUR VOICE? The ablity for consumers to take a “Flip” camera or smartphone
and immediately post or tweet multimedia content makes the
notion of a website obsolete. Most importantly, the stories are
first person stories. Planet Ark has already taken the first steps
to embracing first person stories as seen from the activity to
capture and promote stories for NTD in 2010. But these stories
are not from ordinary everyday people. Where are these stories?
Reading and analyzing the first person stories provides
immense value for communicating with consumers and
understanding first hand without prompting the drives to
embrace NTD in the own words of consumers.
Create a conversation calendar, which includes first person
stories.
6. BLOGGING
Blogs a very early form of social media continues to be the
foundation for many social media platforms and websites. A
blog represents an online conversational (word of mouth hre
becomes word of keyboard) marketing tool. In the long-term
websites are expected to be replaced by blogs consistent with
the move from transactional to conversational/relational
marketing. Blogpulse a blog trend engine identifies over 151 M
blogs as at 5 December 2010.
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6. Review the Blogpulse tools:
Trend search for terms over the last 6 months
Use conversation tracker to assemble a snapshot of
Blog search engines Technorati and Google (blogsearch)
Chris Brogran a well respected blogger and online marketer has
written on the discipline to write daily
(http://www.chrisbrogan.com/the-discipline-to-write-daily/).
While this approach works for some an alternative strategy is
the conversation calendar and planning in advance to
understand the areas to spark discussions interspersed with
commentary coinciding with industry events and holiday
season. Taking such a longer-term view does not undermine the
need to be spontaneous or indeed respond to current affairs
events not previously considered.
Blogging tools allow for publication of a posting on a future
date fitting elegently with the notion of listening and the
conversation calendar.
Some blogs truly understand the idea of social etiquette to enter
into conversations before selling you a product or service.
What learnings for your blog do these 4 sites provide?
www.englishcut.com
www.stormhoek.com/blog/
gapingvoid.com/
scobleizer.com/ (review first 3 mins or so of TeamSnap CEO)
Blogs assist in the rapid publishing of content. Popular blogging
software applications are Blogger (Google), Typepad and
Wordpress. Two key platforms for rapid deployment of blogs
are Tumblr and Posterous. We will devote time to these
platforms to gain first hand experience.
Posterous provides an immediate autopost capability updating
Facebook, Flickr, Tumblr, Twitter,Wordpress etc. from
Posterous.
With regard to blogging the bulk of our time is spent with
Tumblr. The tumblogs as they are known incorporate text,
6 Suresh Sood

7. images, videos, links, quotes, and audio postings. Links to social
networking sites are simple.
For signup you should consider a vanity URL which can form
part of a custom domain e.g. yourname.com otherwise default
is yourname.tumblr.com. Once logged into the system, the
Tumblr dashboard allows flexible posting of all media. RSS
feeds can be aggregated and displayed, tweets imported,
youTube videos and social bookmarks. Posts are shareable on
Facebook or directed to Twitter. Tumblr entertains the notion of
followers and incorporates a Like feature. Significant
customization of appearance is available via themes. A useful
feature is the ability to time posts and have them available at
different time intervals. Adding tags is essential to indicate the
nature of the posting to an external search engine. If required
Google Analytics is inserted into the blog site via custom HTML
and helps to provide an understanding of traffic activity and
keywords.
Try using snippets from any of popular blogs below and
a.) tagcrowd to generate a cloud
b.) perform linguistic analysis liwc.net/liwcresearch07.php
c.) process blog author’ s Tweets using analyzewords.com
www.englishcut.com
www.stormhoek.com/blog/
gapingvoid.com/
scobleizer.com/
7. LISTENING OR Gary Vaynerchuk (garyvaynerchuk.com) highlights the
MONITORING YOUR importance of listening and the domination of brands.
BRAND
The simplest of tools to monitor brand within social media
require an understanding of the vocabulary setting the
business apart from others both online and offline. Netvibes
is relatively straightforward and some users setup several
dashboards with each dedicated to a particular set of terms.
An ideal approach to staying upto date on the social media
sites and a variety of topics is the use of RSS feeds.
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8. This universal symbol seen across the web identifies an RSS
(Really Simple Syndication) feed. The updates from a web
site in any format are pushed to you. RSS offers benefits all
round to consumers seeking large amounts of content,
publishers looking to generate subscription content and
advertisers seeking to avoid challenges of email spam and
search engines. Consumers using social media are able to
produce RSS feeds of content e.g. photo sharing sites or
blogs.
While a number of different methods and tools can be used
to read RSS feeds the simplest and most flexible is the use of
Google Reader.
Take time out to find instances of RSS feeds. The ABC feeds
are available at http://www.abc.net.au/services/rss/.
You can include audio or even Discovery Channel videos.
If not already create a Google mail account. This is required
not for the use of email but accessing the Google Reader.
Familiarise yourself with the reader by watching:
http://www.youtube.com/GoogleReaderHelp
Set up the reader and make yourself comfortable with the
overall tool. Add a handful of feeds. If you already have
existing social network feeds these can be added as well.
Create RSS feed from Flickr for “Indian architecture” using
http://www.degraeve.com/flickr-rss/ and ReaderPlay
Try adding a RSS feed from Twitter search. Save into a new
folder and search within folder for terms. Try ReaderPlay
An alternative tool for certain applications is Google
Spreadsheet. To read an RSS feed into a spreadsheet:
Type the URL of any feed e.g. best of ABC into a cell A1
In cell A2 enter =ImportFeed(A1, “Items Title”, FALSE, 10)
This is title of last 10 stories in column A.
Also,
=ImportFeed("http://search.twitter.com/search.atom?q=
chris+brogan","","",20)
Translate & Language detection
=GoogleTranslate("Hola, ¿cómo estás?","es","en")
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9. =DetectLanguage("Hola, ¿cómo estás?")
Combining listening and analytics use Postrank social
media analytics garnered from readers online in conjunction
with Google Reader. PostRank brings together stories
related comments, bookmarks, tweets, and other
interactions from social hubs. Publishers use PostRank
analysis to gauge influence and reach audiences.
NewsCred allows the creation of a newspaper in a minute.
The newspaper is shareable with others having a similar
interest.
Use the opportunity to create your own newspaper with
editorial content. The newspaper allows for inclusion of RSS
feed URLs.
An interesting news sources for sharing is:
Twitter – trending topic hastags
Some advanced technologies useful for blogging are Apture,
Evri, Headup and Zementa. Give them a try to understand
the rapid convergence of news and social media content.
To remain upto date with changes in social media
technologies these news aggregation sites cover everything
you require:
1. Alltop is positioned as a personal magazine rack of
over 32,000 sources. http://social-media.alltop.com/
is for all social media related news.
2. Popurls.com – a very popular news dashboard for all
the latest from many sites and all in a single page!
3. If you desire to focus on just one publication:
http://mashable.com/social-media/
7. SOCIAL TOOLS AND
TACTICS OF YOUR Social media not only enables a new form of commerce,
BRAND social commerce but also a radically new approach to
printing information. As much a revolution as the Caxton
printing press of the 1400s “media” represents a new way
for consumers to generate, discover and peruse multimedia
information. Importantly, the distinction between the
readers and publishers of content is disappearing. The
“social” aspects provide ability for consumers to connect
online and share information.
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10. A variety of resources help gain a first hand understanding
of the plethora of social media news sources and advanced
publishing tools available for content generation and
republishing and consumption. You can choose to use these
tools to rapidly populate social media environments with
real time information as well as provision a diversity of
sources for research. The information is meaningful and
makes more sense than using the dummy five-century-old
text of “Lorem Ipsum” when working through laboratory
exercises.
The content selection depends on your chosen sphere of
activity including the promotion of products and events,
professional networking or a drive to increase traffic
converging on your web or blog site.
For simplicity, the 3 stages of customer activity associated
with social media are:
1. Sharing content
2. Conversations (Listening and Discussions)
3. Relationships
Through use of social media we are able to transform from a
one to many broadcast model to a many to many
communcations model and influence consumers through a
personal interaction. Furthermore, the tools readily allow
consumers the opportunity to dialogue and better
understand product and service offerings. Consumers and
employees alike are able to provide feedback on relevant
content. Some customers will become evangelical about our
business or personal brand and become key to the
development of communities to further involvement in our
areas.
These 3 stages make the classification and thus a selection of
social media environments for marketing activities
understandable in terms of primary usage and relationship
to business strategy. The table illustrates the classification
Social Media Share Conversation Relationship
Blogging ✔ ✔
Facebook ✔ ✔
Flickr ✔
Twitter ✔ ✔ ✔
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11. Check out knowem.com or namechk.com for popular social
media sites.
The primary focus of linkedIn is professional and business
connections.
Complete the profile and allow LinkedIn to scan your email.
A completed profile increases the potential for others to readily
find you via search engines.
Work with answers to establish your expertise through being
awarded expertise points.
Join some relevant groups and enter into discussions
Create a poll using applications.
Save profiles of your 1st level marketing connections.
Establish a golf game or attendance at a food festival with your
first level connections with relevant interests. Introduce them to
each other at the event.
In linkedin friends are connections. An email box contains
requests from others wishig to add you as a connection.
Sometimes recommendation request will find their way via the
inbox, as do answers to questions you ask.
A large number of groups exist in Linkedin and the process to
create your own group is very simple.
Best practice is to complete your profile, connect, use answers,
join groups and request recommendations.
The Twitter signature tune is a tweet or short post of 140
characters. The focus for Twitter is sharing information with
people of like minds or interests as well as experts. Twitter is a
hybrid of sharing, conversations and relationships. The simple
format of Twitter forces an efficiency and effectiveness not seen
with heavier weight communication tools.
For a long time Australia has not had the opportunity to utilize
twitter text messages. In late 2009 Telstra made the 2-way
11

12. sending/receiving Twitter SMS via short codes. But with an
Apple iphone or equivalent smartphones consumers find
themselves using 3rd party twitter applications.
A useful resource for starting with Twitter :
support.twitter.com/groups/31-twitter-basics
Sign up for Twitter with a simple bio.
Change your background design.
Additional tools to explore are TwitPic.com (photo sharing) and
a URL shortening tool. Try bit.ly and explore the analytics
capability of this URL shortner.
To understand the Twitter advertising model review the
YouTube video
www.youtube.com/watch?v=0l-ivcnLrSc
(Twitter - 140 Second Tour - Promoted Tweets)
To understand a little more about the promoted tweets and the
notion of “Resonance”
http://support.twitter.com/articles/142101-promoted-tweets
Participating, as an expert will help reinforce the following you
develop through the good information and follow up tweets
you send. The opportunity to drive traffic to the blog posts and
web site has proven to be rewarding.
Best practices are well understood in a variety of social media
and exist for sharing, RSS, blogging,YouTube, Facebook and
Twitter.
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13. 9. EFFECTIVENESS OF Video is an essential component of social media marketing
YouTube activities. Learnings exist from Diaspora (see kickstarter.com),
Susan Boyle, Blendtech and the consumers posting reviews on
video sites (www.expotv.com/videos/reviews/7/73/Apple-
iPad/316235) especially the Queens of Haul
(www.youtube.com/user/AllThatGlitters21).
The blogs previously reviewed have a heavy focus on using
video content. YouTube is the most popular video sharing site.
Video continues to be instrumental in helping grow business
and for 2011 a multiplatform VIDEO strategy merits attention.
The video sites to develop upon are:
YouTube Viddler
Vimeo Bright Cove
Bliptv Metacafe
10. FACEBOOK FOR
BUSINESS & FAN Facebook presents an exicting opportunity to enter into
MARKETING conversations with fans.
What about people who already wrote stories? What about
people who gesture “Like”? All these people are a first point of
call for striking up conversations.
Facebook embraces both personal and business usage. As
establishes businesses attempt to become “social” the Facebook
capabilities to directly interact with clients increasingly becomes
an important aspect of customer service. Facebook incorporates
a variety of social media inclusive of microblogging, photos and
videos. In spite of ongoing changes to improve the Facebook
experience the core functionality has pretty much remained
unchanged.
If you are not a member of Facebook think about your personal
side and the type of profile related comments you intend to
share. Hint: owing to identity theft probably not a good idea to
provide all your details accurately. For example, you might
desire to reverse the day and month or even provide a slightly
different birth date. Of course how far you go depends entirely
upon your own sensitivities. Just bear in mind you will be
communicating with friends sooner or later on Facebook so best
not to stray too far from the truth.
If you do have a Facebook personal page you should review the
personal profile. Ensure you do not maintain any business
related info. In line with social etiquette do not offer any special
13

14. deals as this jepordises your relationships. In Facebook the time
and place to sell is using a business page (pages).
Setup a personal Facebook profile and gain an understanding of
the Wall, Status updates (microblogs), Liking, Newsfeed,
Notes (blogs), Photos, Videos and Tagging.
Work with people who “like” to engender conversations
The benefits of mastering a reader means you dot ever have to
visit the web site or source. In our case, the benefit of not
visiting Facebook all the time is we avoid the many applications
friends often send us by way of quizzes etc. Anyway, if not
already clear Facebook does nto make life easy by sharing the
RSS feeds we require. So here's how or at least working
shortcuts for each type of feed:
Notifications - www.facebook.com/notifications.php
Posts - www.facebook.com/posted.php
Notes - www.facebook.com/notes.php
Status Updates - probably most useful. Locate the notes feed
and substitute the part "friends_notes" to "friends_status".
Everything else remains i.e. the long numbers.
To achieve a business presence on Facebook you require to set
up pages. These pages are created from within your personal
account as www.facebook.com/pages and follow the steps. The
business pages allow consumers to add comments to your
business wall. Fans are the term used to refer to the people
friending your brand or product pages. Advertising is available
and you can walk though and develop a campaign with a daily
budget for planning purposes. Take a look at the audience
reachable, suggested bid price and pay per click ads. Insights is
the Facebook analytics to access info on people interacting with
the page.
Best practice is ensuring a reasonable brand presence with
personality, web site details and feedback on customer
dialogue. To market your page on Facebook:
Advertise on Facebook
Tell your Fans
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15. Get a Badge
Add a Like Box to your Website
Send an Update
A variety of proven techniques help establish a rapid fan page
following. Setting a target number of fans with a desire to
achieve quality not quantity is a precursor to success.
Key steps to enhance fan interest are:
a) Status updates include questions to gain feedback from
fans as well as notifying fans of competition finish
b) Actually take time out to read the stories
c) Experiment with vocabulary for calls to action
d) Review applications to enhance appeal e.g.
http://involver.com/applications/
e) Consider multiple pages by campaign, product e.g. tree
type. Fans will likely relate to an object vs brand.
f) Conversations not spam try using “You”
g) Ensure influncers are fans of Facebook
h) Friends get friends via competitions (see Wildfire
promotional tool)
i) Let your fan base know your biggest supporters and
praise them publicly.
j) Use notes in a variety of contexts to determine the
spreadability
k) Use email to drive traffic
l) Get into habit of daily reporting and review Insights
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16. 11. SOCIAL MEDIA
ANALYTICS The measures are based on objectives e.g. earned media
mentions, volunteer number, trees and shrubs or site co-
ordinators.
Capturing social media analytics for all social channels
remains a challenge.
At the most simplest level HowSociable provides a simple
way to begin measuring brand visibility on the social web.
Mentionmap (apps.asterisq.com/mentionmap) loads each
user's Twitter status updates (tweets) and finds the people
and hashtags they talked about the most. The data is
displayed using Constellation Framework. In this data
visualization, mentions become connections and discussions
between multiple users emerge as clusters. Clicking a user
will display their network of mentions as well as details
from their profile. You can also search for friends by typing
their Twitter usernames into the search box. Users can
retrace their steps using the history bar. The current node is
stored right in the URL so you can copy the link.
Social Mention is a social media search and analysis
platform aggregating user generated content from blogs,
networks, bookmarks, comments, news,image, video and
audio. The service provides analytics of strength, sentiment,
reach and passion.
Bit-ly provides the ability to shorten a URL and track usage.
Bit-ly tracks number of clicks, traffic sources, and time clicks
occur. Appending a plus sign to the URL the user is able to
see how many clicks and other info.
xinureturns.com/URL provides dashboard feedback of your
site within social media inclusive of Technorati, Googe
Pagerank, Diggs.
A comprehensive tool SocialToo creates social surveys for
Facebook /Twitter and tracks social stats. It also will send
you a daily email describing follows and unfollows on
Twitter.
SocialBlade covers Digg (socialblade.com/dig) and Youtube
(socialblade.com/youtube/). For Digg SocialBlade takes the
stories hitting Digg’s front page providing stats and
comments for each story as well as the time the story takes
to reach front page.
To understand the effectiveness of a campaign or brand
activity encompassing social media but impacting or driving
16 Suresh Sood

17. online search interests Google Insights for Search provides
insights into broad search patterns and provides a
significant history. “Breakout” means a change in growth
greater than 5000%.
Social Media Aggregator services are emerging to pull together
updates from social networks and social media. Ping.fm is a
social service created to making it easy to share posts with the
world. You just post once from wherever you want. Friendfeed
builds a single customized feed. Friendfeed is a Facebook
owned company. Profilactic is a social media aggregator
/lifestreaming service pulling together just about everything
190 social sites.
The simplest of aggregation tools continues to be: Netvibes.
Use Netvibes to Manage Facebook and Twitter accounts
Track blogs and Twitter conversations
Personalise the dashboard
Review widgets
Pull email
The key approaches to accessing information from Facebook are
the applications
vansande.org/facebook/visualiser/
www.touchgraph.com/TGFacebookBrowser.html
www.facebook.com/apps/application.php?id=2415325843
www.facebook.com/apps/application.php?id=2415325843#/ap
ps/application.php?id=5303167721&ref=s
As of October 2010 Facebook implements “Download your
information” under account settings. You get access to your
photos, wall posts, messages, like count and other information.
But the most flexible approach to extraction of own data in
Facebook appears to be:
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18. http://apps.facebook.com/namegenweb/ or netvizz
Before using these tools ensure you understand the developer
terms of use developers.facebook.com/policy/ before storing
and using data from Facebook.
A rudimentary understanding of key social network measures
helps achieve valuable outcomes with the key tools of network
analysis especially to visualise influencers.
Diana – max links (degree centrality) most connected –
connector or hub – number of nodes connected – high influence
of spreading info or virus
Heather – best location powerful figure as broker to determine
what flows and doesn’t –single point of failure – high
betweeness = high influence – position of node as gatekeeper to
exploit structural holes (gaps in network)
Fernado & Garth – shortest paths = closeness – the bigger the
number the less central
Eigenvector = importance of node in network ~ page rank
Google is similar measure
In summary, the different network measures pinpoint who or
what is important in networks:
Degree Centrality - how well connected; direct influence
Degree Closeness - how far from all others and how long
information takes to arrive
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19. Betweenness - brokerage, gatekeeping, control of info
Eigenvector - being connected to the well connected (a
popularity & power measure)
Two key tools are suitable and freely available for mapping the
social data from Facebook as well as other social media
networks.
• NodeXL software, documentation and supporting data
sets at nodexl.codeplex.com/
• Gephi software and tutorials at gephi.org
The Gephi procedure for opening, visualisation and output of
network file is captured in the table.
Existing data sets froom past Twitter activity are available
online to assist with a first hand understanding of lessons
learnt. The data sets go beyond Twitter and are very large in
some cases.
Stanford Large Network Dataset Collection -
snap.stanford.edu/data/ collection of large datasets of
networks.
140kit.com/datasets includes Oldspice Ad Campaign dataset of
over 6 million tweets and 2 million users. 140 kit processes the
twitter data supported by analytics and visualisations. A
Twitter report on the Old Spice campaign helps to understand
the occurance of the “Twitter Storm” to determine if the activity
is repeatable along with success.
12. SOCIAL MEDIA
CAMPAIGNS AND Create a spreadsheet indicative of your Facebook page with
BRAND PRESENCE suitable parameters for:
Unique Visitors per month
Checking visits per person month
Clicking FB pages per person per visit per month
Total Page Views
Time spent on FB per month for your entry/site
Total page views = f (visitors, checking and clicking)
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20. Review the number of page views as a result of:
Additional users, additional visits per month or additional page
views per visit.
In the absence of any figures available to you use:
100,000 visitors, checking 7 times per month and clicking 20.
What is your takeaway from this exercise?
Think about all you do with intervention as humanistic because
otherwise the alternative automation or mechanical is not social.
If you are to create interest in your communication, experiment
with:
Your text/copy requires a conversational slant
Being social – name not company sender
Use real names (profile names?)
Make execution personal not canned
How do we achieve a high likelihood of the message being
forwarded? Recognize people who have been successful wish to
make others aware of the accomplishment e.g. students wear
school uniforms after football team achieves victory.
Generalising, “the tendency to ‘bask in reflected glory’ (BIRG)
by publicly announcing one's associations with successful
others” (Robert Cildini article published in Journal of
Personality and Social Psychology1976).
An early example of converging social media user generated
content and tv is the flight of Conchordes. In 2009 HBO used
social media to build buzz for the season 2 tv show the flight of
the Conchords. A "lipdub" contest (www.youtube.com
/flightlipdub) encouraged fans to upload videos of lipsyncing
to "Hiphopopotomas vs. Rhymenoceros." The best of the clips
from 200+ submissions were edited together into one
"fansterpiece" (masterpiece) for airing on tv.
Amazingly, no lavish prizes exist for the winners just 10
seconds of fame. The activity used Facebook, Digg, Twitter,
Delicious, and friend emails to spread word-of-mouth across
social networks. The current Facebook page has well over 1
million fans.
More recently, the Toyota USA provides learnings. Advertising
drives traffic to the Facebook page
20 Suresh Sood

21. (http://www.facebook.com/toyota) and not the website. The
drive is to capture multimedia “Auto-biography” stories of real
users. Time will tell if this approach provides a framework
suitable for consumers to tell stories.
13. WHICH PLATFORMS
FOR OWN Communities are social networks connecting people face to face
COMMUNITY? or electronically. Communities provide marketing opportunities
as well as a source of ideas for new products and inputs for
product enhancements. To be successful a community requires
a “social object” and community management. The benefits of
own community includes “clutter free” as well as consideration
of younger kids <14 years who are too young to colonise
Facebook.
Social networks with an interesting wine twist include:
www.boozemonkey.com/home.php
www.corktrails.com/pqvvw
Peruse the Wikipedia list of social networking sites at:
en.wikipedia.org/wiki/List_of_social_networking_websites
Review a handful of elgg (elgg.org) and ning (ning.com)
communities together with the functionality used most often.
The community assists not only consumer but B2B activities for
sponsors to capture as well as spark conversations (including
but not limited to):
0. Community Discussion
Moderator facilitates discussion in which company
experts and major accounts people participate.
1. Brainstorm
Brainstorm on new product names, issues or planning.
2. Senior Executive chat
21

22. Chat with senior executives of major accounts and with
executives.
3. Photos /Video Tours
Share photos relevant to the topic as well as to gain
familiarity with members of staff and major accounts.
Video tour of a new implementation within the major
account. The video is available for later retrieval and
training.
4. Twitter
Use of Twitter to capture real time thoughts and on the
spot surveys.
5. F2F Events
Use the community to create /request face to face events
achieving further depth to the online relationship.
6. Netnography
Provide deep feedback from listening to the major
accounts talking about issues and opportunities. If a
company desires, the netnography can be fed directly
into the voice of customer program. This type of
qualitative analysis uses online ethnography techniques.
For further insights into netnography and community
development see Netnography Doing Ethnographic-
Research Online by Robert Kozinets (inventor of
netnography method), 2010, Sage Publications.
Finally, a veritable gold mine to understand how to achieve a
successful online community, the Ning creators provide a
tutorial (bit.ly/fsp7oL). This document captures the successful
patterns across all the Ning communities.
22 Suresh Sood

23. Work breakdown for Own Community in Ning
ID Activity Estimated effort
(hours) - tba
1 Review best practices on existing communities e.g.
treeboss.net for ideas and concepts concisely documenting
for future use where no practice exists or differentiation
required use next practice e.g. rate pictures of trees and
narratives
2 Agree priority feature set with inputs from best practice:
Photos –Videos- Latest Activity- Members- Events
Forums - Blogs
RSS – feed updates from twitter e.g. community manager
Share content with Facebook
3 Develop look and feel ensuring brand consistency with
Planet Ark – customise theme and header (CSS later)
4 Welcome content for new members (populates text boxes)
5 Keywords for network and search discovery both Google
and Ning
Google Analytics or Google AdWords (later)
6 Customise latest activity
7 Input community guidelines
8 Generate FAQs
9 Domain name (Point north Plane Ark domain to social
network) and remove adverts using Ning Premium service
10 Invite people (import from lists of emails)
Open community for conversations
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24. 9. ABOUT YOUR
COURSE DEVELOPER & Suresh Sood is the course developer and moderator of this
PRESENTER laboratory workshop. He has developed and lectured for over a
decade at University of Technology, Sydney (UTS) on the
marketing implications of emerging technology innovations. He
previously held the role of Senior Vice President with Reuters
Suresh Sood co-creating next generation online services with major Asian
customers. Currently, Suresh Sood runs the ever-popular social
media marketing practice short course with over 1000
executives attending to date. He consults on the transformation
of customer interactions using social media technologies and
works on a variety of online projects with new startups. Suresh
holds a B.Sc (Hons) from London University and a MBA and
PhD from UTS. His key research interest covers the impact of
social media on travel, fashion and luxury goods.
Email: suresh.sood@uts.edu.au
LinkedIn: sureshsood
Skype: sureshsood
Twitter: soody
24 Suresh Sood