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Social Media - Beyond Facebook and Twitter A U G U S T 2 0 1 2
Beyond Facebook & TwitterTaking your social media program to the next levelN A M A B O O T C A M P | A U G U S T 2 0 1 2
R i c k T h a e m e r t & B i l l Ye
Social Media - Beyond Facebook and Twitter A U G U S T 2 0 1 2
Introductions
Rick Thaemertand
Bill Ye
Social Media - Beyond Facebook and Twitter A U G U S T 2 0 1 2
AboutGlobal Prairie
Social Media - Beyond Facebook and Twitter A U G U S T 2 0 1 2
Our Value Proposition
Insights and ideas at the intersection of marketing and technology
Social Media - Beyond Facebook and Twitter A U G U S T 2 0 1 2
Relevant Experience
Social Media - Beyond Facebook and Twitter A U G U S T 2 0 1 2
Our ApproachOWNED MEDIA
• Website• Blogs• Events• Collateral• Sales tools
OWNEDMEDIA
PAIDMEDIA
EARNED
MEDIA
PAID MEDIA
• Print• Broadcast • Online• SEM
EARNED MEDIA
• Advocacy • Publicity• Social media• Scientific publications• Executive visibility
Social Media - Beyond Facebook and Twitter A U G U S T 2 0 1 2
The Evolution of Social Media
Social Media - Beyond Facebook and Twitter A U G U S T 2 0 1 2
Social Evolution
• From distinct channels• To networks• To total integrated engagement
Social Media - Beyond Facebook and Twitter A U G U S T 2 0 1 2
The Social Network
Social Media - Beyond Facebook and Twitter A U G U S T 2 0 1 2
Age Of Conversation
We’re living in the age of the conversation, where more and more people have…
Social Media - Beyond Facebook and Twitter A U G U S T 2 0 1 2
Creating…
Social Media - Beyond Facebook and Twitter A U G U S T 2 0 1 2
Sharing…
Social Media - Beyond Facebook and Twitter A U G U S T 2 0 1 2
24/7…
Social Media - Beyond Facebook and Twitter A U G U S T 2 0 1 2
At Warp Speed…
Social Media - Beyond Facebook and Twitter A U G U S T 2 0 1 2
Resulting In Data Explosion
In 2011 more data was created than in all previous years of human history combined.
Source: IBM Global Chief Marketing Officer Study
Social Media - Beyond Facebook and Twitter A U G U S T 2 0 1 2
Social Network Examples
Social Media - Beyond Facebook and Twitter A U G U S T 2 0 1 2
Social Networks allow users and organizations to strategically engage in a variety of ways:• Community• Advocacy• As Individuals – Influencers, Thought
Leaders
Social Media - Beyond Facebook and Twitter A U G U S T 2 0 1 2
Social Media - Beyond Facebook and Twitter A U G U S T 2 0 1 2
• Recruitment• Thought Leadership• Interaction through status updates• Join Groups – originate and engage in
discussions – exhibit your opinion, exhibit your brand
Social Media - Beyond Facebook and Twitter A U G U S T 2 0 1 2
Social Business Networks
Social Media - Beyond Facebook and Twitter A U G U S T 2 0 1 2
Benefits Of Social
Business
Social Media - Beyond Facebook and Twitter A U G U S T 2 0 1 2
• The largest spike in conversation occurred on July 31th with 310 posts and can be attributed to chatter about the GMO potato field trials in Ireland.
• Conversation on GM potatoes increased on August 8 due to articles by Egypt Independent and The Diet Solution, which reported study findings of intestinal changes in rats caused by eating genetically
modified potatoes.
COVERAGE SOURCES KEY INSIGHTS/DIALOGUE• There were 1,527 posts about genetically modified
potatoes during the past two weeks.• Twitter drove the majority of the conversation with 45% of
coverage, followed by Facebook with 24.5%.• There was a significant increase in the conversation
relating to acrylamide, including:
o Over 60 retweets of a post from @antimcdonalds stating that McDonalds’ food contains acrylamide, causing deadly problems in pregnant women.
o An article about potato chips and acrylamide by Mercola.com, “Are You Eating This All Time Favorite ‘Cancer-in-a-Can’ Snack?”, which generated conversation across social media platforms; the article was viewed 436, 152 times, shared over 60 times and tweeted over 561 times.
• Articles from Grist.org and the BBC continued the social media chatter around GMO potato field trials in Ireland.
• Based on negative social media commentary around GM foods, “bad” appears as a keyword term within this report’s topic cloud
TOPIC CLOUD
POSTING TRENDS TOP INFLUENCERS
GM Potato SOCIAL MEDIA SnapshotJuly 31, 2012 – August 13, 2012
TWEET SENTIMENT
NEGATIVE
Klout
NEUTRAL
NEUTRAL
0
200
400
600
800 691
374
214125 75
24 21
• Conversation peaked on August 2 and August 8 related to two separate Facebook posts by “Just Label It”, both with a call to action for consumers to submit comments to the USDA opposing the deregulation of Arctic Apples.
• The peak on August 10 reflected the Facebook meme “Trust Me, It’s Safe” by Food and Water Watch.
COVERAGE SOURCES KEY INSIGHTS/DIALOGUE
• There were 917 posts about Arctic Apples over the past two weeks. • Facebook drove the vast majority of conversation with 86.3% of
coverage, followed by Twitter with 9.9% of coverage.• The significant conversation around the Arctic Apple can be
attributed in large part to increased consumer involvement with NGOs during the USDA public comment period.
o A Facebook post by “Just Label It” on August 2 sparked increased conversation across social media regarding the Arctic Apples public comment period and received over 1,700 shares, 270 likes and 53 comments (see following slide).
o A Facebook meme (see following slide) by Food and Water Watch displayed Snow White’s Queen holding an apple with the title, “Trust Me, It’s Safe”; the meme has been shared 562 times and has received more than 30 comments to date.
o Continued circulation of the Facebook meme by Occupy Monsanto showing a green apple carved into the shape of a skeleton with the title, “I’m no ordinary apple”; the meme has now been shared 2,991 times and has received in excess of 1,000 comments.
• Negative keywords, including “avoid” and “unnatural,” appear prominently in the topic cloud, reflecting the tone of overall chatter.
TOPIC CLOUD
POSTING TRENDS TOP INFLUENCERS
Arctic Apples SOCIAL MEDIA Snapshot July 31, 2012 – August 13, 2012
TWEET SENTIMENT
NEGATIVE
NEUTRAL
NEGATIVE
Klout
Face
book
Twitt
er
Aggre
gato
r
Blogs
Other
0100200300400500600700800900 791
9114 13 8
Intel
Social Media - Beyond Facebook and Twitter A U G U S T 2 0 1 2
Just Say “Know” to Genetically Engineered Apples (Facebook)
Social Media - Beyond Facebook and Twitter A U G U S T 2 0 1 2
“Trust Me, It’s Safe” (Facebook)
Social Media - Beyond Facebook and Twitter A U G U S T 2 0 1 2
Advocacy
Smithfield
Social Media - Beyond Facebook and Twitter A U G U S T 2 0 1 2
Advocacy
U.S. Farmers & Ranchers AllianceCenter for Food Integrity
Social Media - Beyond Facebook and Twitter A U G U S T 2 0 1 2
Brand Building
Social Media - Beyond Facebook and Twitter A U G U S T 2 0 1 2
Keys To Success
Social Media - Beyond Facebook and Twitter A U G U S T 2 0 1 2
Keys To Success
Define business objectives and metricsListen, analyze, engageMake content compelling and “fluid”Revisit business objectives and metrics
Social Media - Beyond Facebook and Twitter A U G U S T 2 0 1 2
Listen, Analyze, Engage
Social Media - Beyond Facebook and Twitter A U G U S T 2 0 1 2
Metrics Slide
Facebook InsightsGoogle AnalyticsSocial Media MonitoringKlout
Social Media - Beyond Facebook and Twitter A U G U S T 2 0 1 2
Where Next
Social Media - Beyond Facebook and Twitter A U G U S T 2 0 1 2
Nowcasting
Social Media - Beyond Facebook and Twitter A U G U S T 2 0 1 2
Nowcasting
Social Media - Beyond Facebook and Twitter A U G U S T 2 0 1 2
Summary
• Social Media strategy has evolved from separate channels, varied tactics to an integrated approach
• There is a vast amount of data available and it’s only growing.
• Let your business objectives be your guide but define metrics to keep your tactics in check
• Combined with qualitative research, your engagement strategy can affect conversations in real time and allow you to adjust your business decisions
Social Media - Beyond Facebook and Twitter A U G U S T 2 0 1 2
Thanks & Questions
Rick Thaemertand
Bill Ye
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