IMC 462IMC 462Integrated Marketing Communications via Social Integrated Marketing Communications via Social

MediaMediaSummer 2011Summer 2011

Class Session 5Class Session 5Communities and Influence Communities and Influence

July 11th 2011July 11th 2011

Key TerminologyKey Terminology

Charlatan- Charlatan- Quackery with the objective of making something seem what Quackery with the objective of making something seem what it is not- deceptionit is not- deception

Social Media Charlatan- Social Media Charlatan- In the social sphere this phenomenon can take In the social sphere this phenomenon can take many forms- perhaps someone who has an abnormally large following, many forms- perhaps someone who has an abnormally large following, or one who is a self described social media ‘expert’or one who is a self described social media ‘expert’

Purchased Influence- Purchased Influence- Actually purchasing followers for the purpose of Actually purchasing followers for the purpose of appearing influential- this does not make for engaged followers, nor does appearing influential- this does not make for engaged followers, nor does it lend credibility- it is to be roundly rejectedit lend credibility- it is to be roundly rejected

Marketing Mix- Marketing Mix- This terms references all of the media you are utilizing- This terms references all of the media you are utilizing- of which social media can be a partof which social media can be a part

Klout- Klout- A service that provides social media analytics, and measures the A service that provides social media analytics, and measures the influence of personal, social networksinfluence of personal, social networks

Content for Compelling Communities:Content for Compelling Communities:It’s Earned!It’s Earned!

Good content is the heart of a community. While that may be Good content is the heart of a community. While that may be obvious, it isn’t to some. obvious, it isn’t to some.

Think about it. Seriously. Users must want to join your Think about it. Seriously. Users must want to join your community. Otherwise it isn’t a community in any sense of the community. Otherwise it isn’t a community in any sense of the word. As you look to create the content and context for users word. As you look to create the content and context for users consider:consider:

11 Identify with your audience- Identify with your audience- it is all about them!it is all about them!22 Create and curate compelling contentCreate and curate compelling content- this is what will be - this is what will be

useful to your audience, and maybe they didn’t know ituseful to your audience, and maybe they didn’t know it33 Leverage the power of different platforms- Leverage the power of different platforms- remember it’s not remember it’s not

all ‘social media’all ‘social media’44 Inform, don’t market/sellInform, don’t market/sell55 POV- POV- you need insight so offer some value propositionyou need insight so offer some value proposition66 How will this relate to the rest of the client’s marketing mix?How will this relate to the rest of the client’s marketing mix?

Cinematic Interlude:Cinematic Interlude:The Social NetworkThe Social Network

The Social Network The Social Network has received much hype and word of mouth has received much hype and word of mouth promotion. Maybe you’ve seen it. But for the purpose of this class, promotion. Maybe you’ve seen it. But for the purpose of this class, let’s take some time to watch key scenes. You may find some let’s take some time to watch key scenes. You may find some common threads as you work on developing the midterm.common threads as you work on developing the midterm.

After we’ll look at a recent article on Facebook demos. After we’ll look at a recent article on Facebook demos.

Klout-Klout-It’s Your Influence!It’s Your Influence!

Klout is a measure of your social network’s influence. Klout is a measure of your social network’s influence. You may look to an individual’s Klout score as you seek You may look to an individual’s Klout score as you seek people to invite to join a community, retweet their people to invite to join a community, retweet their comments, or ask them to retweet yours. comments, or ask them to retweet yours.

Here’s the measurements that supposedly go into Here’s the measurements that supposedly go into creating the algorithm. Note this is based on a scale of 1-creating the algorithm. Note this is based on a scale of 1-100, and the exact measurements are not disclosed.100, and the exact measurements are not disclosed.

Twitter:Twitter:• Following countFollowing count• Follower countFollower count• RetweetsRetweets• List membershipsList memberships• Spam accounts followingSpam accounts following• Klout of retweetersKlout of retweeters• Unique mentionsUnique mentions

Facebook:Facebook:• CommentsComments• LikesLikes• FriendsFriends

Klout Klout Score!Score!

Let’s sign up to get a score and Let’s sign up to get a score and see where you are influentialsee where you are influential

Some Thoughts on Building CommunitiesSome Thoughts on Building Communities

Since we’ve completed the initial step of identifying a client, Since we’ve completed the initial step of identifying a client, following are some common threads that you should plan to following are some common threads that you should plan to address:address:What are the client’s objectives?What are the client’s objectives?Does the strategy you are developing adequately address the Does the strategy you are developing adequately address the client’s objectives? If so how?client’s objectives? If so how?What media usage insights do you have on your audience?What media usage insights do you have on your audience?Usability- does the community you are developing work for the Usability- does the community you are developing work for the client from a logistic, usability perspective? Can they meet the client from a logistic, usability perspective? Can they meet the demands of sustaining the community?demands of sustaining the community?

If you can’t answer any of the above points, you should re-If you can’t answer any of the above points, you should re-examine your approach carefully.examine your approach carefully.