social media workshop

© 2008 NetPlus Marketing

Social Media WorkshopJanuary 30, 2009

© 2008 NetPlus Marketing 2

Agenda

What is social mediaLook who’s talking now…It’s all about the dialogue, or is it? Why conversations aren’t marketing

Planning a social media program Profiling tool Objectives and strategy Technology and measurement Social media mapping Join the conversation

Case studiesLab


What is social media?



A category of sites that is based on user participation and user-generated content.The term social media describes media that is posed by the user and can take many different forms.Software tools that allow groups to generate content and engage in peer-to-peer conversations and exchange of content.Online technologies and practices that people use to share opinions, insights, experiences, and perspectives with each other.



“Social media are primarily Internet and mobile-based tools for sharing and discussing information among human beings. The term most often refers to activities that integrate technology, telecommunications and social interaction, and the construction of words, pictures, videos and audio. This interaction, and the manner in which information is presented, depends on the varied perspectives and "building" of shared meaning among communities, as people share their stories and experiences.” -Wikipedia



Conversations, online and offline, facilitated entirely, or in part, by the use of available and appropriate technologies between human beings.People are only using these technologies to get the things they need from each other rather than uniquely from institutions.Institutions that can appropriately empower individuals to be communicators and part of the online social ecosystem will benefit from the digital social world.


Look who’s talking now…

People are talking to each otherCustomers are blogging about companiesConsumers are reviewing productsPeople are re-posting commercials on YouTubeGroups are forces on FacebookEnthusiasts define companies on WikipediaNews now travels at the speed of ‘Twitter’


Conversations are not marketing

But markets are conversations…How we learn and develop understanding 1st person = Experience 2nd person = Conversations 3rd person = Media



In a “conversation era”… 1st person

• The experience 2nd person

• Relationships matter• Trust• Transparency• Authenticity• Intentions

3rd person• Media connects with market

and service community



Markets are conversations.Markets consist of human beings, not demographic sectors.Conversations among human beings sound human. They are conducted in a human voice.Whether delivering information, opinions, perspectives, dissenting arguments or humorous asides, the human voice is typically open, natural, uncontrived.People recognize each other as such from the sound of this voice.The Internet is enabling conversations among human beings that were simply not possible in the era of mass media.

Cluetrain Manifesto (Thesis 1-6)


Planning a social media program

People Understand your audience and where they are active

• College students? Social networks

Objectives What are you trying to accomplish? How are you going to measure it?

Strategy What will be different if we accomplish our goals?

Technology Twitter, blog, wiki, social application



Types of social media participation Creators

• Create videos, maintain a blog, Wikipedia editors Critics

• Review products, rate videos, post experiences Collectors

• Bookmark content, tag content, share videos Joiners

• Social networks, groups, forums Spectators

• View user generated content Inactives



Objectives Listening Dialogue Energize and enthuse Supporting Connect and embrace

To achieve Awareness Conversions Traffic Buzz New customers



Strategy What will be different if we accomplish our goals?

• A better 2-way relationship with customers• More buzz and awareness• An effective customer service channel• More sales• Customer collaboration• Customers connected with each other



Put everything together and then pick technology



Montitoring and measurement Human analysis Google Blog Search, News, and Alerts Yahoo Pipes Twitter Search Technorati Co.mments Blogpulse BoardTracker Keotag Google Analytics

Paid tools Radian 6, Nielsen Online, TNS Cymfony, Buzz Gain



Metrics and measurement Traffic referred from social media sites

• Google Analytics, Omniture, etc Conversions and HVTs referred from social sites

• Google Analytics, Omniture, etc Number of friends and level of discussion

• Human analysis- Growth of new friends over time- Friends/discussions

Social links and bookmarks• AddThis

Video viewership• TubeMogul

Qualitative


Join the conversation

We know some people from your company. They’re pretty cool online. Do you have any more like that you’re hiding? Can they come out and play?When we have questions we turn to each other for answers. If you didn’t have such a tight rein on “your people” maybe they’d be among the people we’d turn to.

Cluetrain Manifesto (Thesis 84-85)



Social media principles Be human Be honest Be aware Be a participant Be smart Be open Be courageous



Success will happen, but so will failure Experiment Understand how people are using channels

Remain authentic and true to your brandBe transparentCreative must be engagingContent is king Be conversational, not “markety” Participate and engage


Case study


Case study

People Theater-goers, students, and fans

Objectives Dialogue Energize and enthuse Connect and embrace

Strategy Generate awareness and buzz through UGC on high-traffic

sites Energize loyal fan base to help spread the word

Technology Social networks Video Google Analytics and Blog Search


Case study


Case study

Results 6.92 page views per session (3.51 average) 5:02 time on site (2:14 average) 21.83% bounce rate (53.02% average) 3x average conversion rate #1 referrer of traffic


Case study


Case study

People Comcast subscribers

Objectives Listening Dialogue Supporting

Strategy Extend customer service through social media

Technology Twitter Blog/GetSatisfaction.com Nielsen Online (formerly Buzz Metrics)


Case study


Case study

People Zappos customers and fans

Objectives Dialogue Supporting

Strategy Engage in a dialogue, transparency Extend customer service through social media

Technology Twitter


Questions


Lab

Learn, lurk, review, research…