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Northwest Entrepreneur Network's "Social Media for Startups" eIQ session, hosted by social3i Consulting. www.social3i.com.
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blog
www.social3i.com || Seattle Washington
Social Media for StartupsNovember 3, 2010
Presented by:Andy Boyer and the social3i team
social3i Proprietary and Confidential 2
Copyright Note
The material used in this deck is a combination of content originally created and developed by social3i Principals, as well as content sourced by researching social media in major search engines and content sharing sites.
Hopefully all charts and graphs in the deck attribute the work to the original owner, along with a link to where the content was sourced. However, due to the widespread sharing of this deck, it is possible that some information is not accurately attributed. We apologize for any errors, and are not making any claims that all of the data in this presentation is the original work of social3i Consulting.
If you feel your work has been unfairly distributed or represented in this presentation, please contact [email protected]
social3i Proprietary and Confidential 3
About Us
• social3i is a small but nimble marketing services consultancy • We provide Large-scale brand analysis, audience research
and social marketing programs for major global brands and mid-sized companies.
• Background with RealNetworks, Publicis, Microsoft, Photoworks, venture-backed startups, non-profits, and minor league baseball.
• Join us:• www.Social3i.com• Twitter: @social3i• Social3i.blogspot.com
Intelligence & Insight
Ideation & Planning
Influencer Marketing
Social Marketing Program
Development
Social Competency
Training
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Today’s Agenda
• The Basics: • Key terms, the players, and success stories
• Best Practices:• How companies are building and managing their
reputation through social networking sites
• Content Development:• The role of blogs (your own and outsiders’), Facebook
and Twitter in spreading news about your organization• Why and how to put together your own audio/video
content and build an audience for it
• Measuring Success:• Tools for determining if the programs are working
blog
www.social3i.com || Seattle Washington
Section 1: BasicsThe Social Marketing Imperative (Aka… Why are we doing this?)
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The Social Web is influencing customer decisions
77% of all internet users participate in social networking sites
Viewing on social sites has surpassed personal email usage70% of consumers trust opinions, posted online, by other online consumers3 million active Facebook Pages, with more than 1.5 million of them from local businesses.
Data: Nielsen Research / Comscore Media Metrix 2009
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Marketing Budgets are Integrating Social
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The Mainstream Has Adopted Twitter
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News at the Speed of Social Media
3:26 pm photo was posted to Janis Krum’s (@jkrums) twitter profile
New York Times broke the news at 3:48 pm and didn’t post to the frontpage until 4:00 pm
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Consumers want to say hi
13,000,000+ Fans!
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Content moves from Social to mainstream
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Content moves from Social to mainstream
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Content moves from Social to mainstream
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You can mine social for cultural memes
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You can mine social for cultural memes
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What Can Happen if You Don’t Have a Social Presence…
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The Face of the New Internet is Social
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The Social Media Heavyhitters
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The Social Media Heavyhitters
blog
www.social3i.com || Seattle Washington
Section 2: Best PracticesPart 1: Building a Foundation
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Basic Logos We Need to Know
Facebook Twitter YouTube LinkedIn Wordpress
Blogger Wikipedia Foursquare MySpace Flickr
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Segmenting the Channels(The Brian Solis Flower)
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Choose where to focus efforts
Awareness
Trial
Evaluation
Purchase
Retention
Referral
Your Startup
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Social Spans Across the Company
•
•
•
•
Marketing Best Practice:
Sales Best Practice:
Research Best Practice:
Customer Service Best Practice:
Understand what is being said about your brand, leverage data to improve traditional marketing efforts
Understand where to find more leads, and who influences your core audiences
Crowdsource ideas faster and fill out missing pieces of data from traditional research
Understand what issues customers are having, and where those customers are going for solutions.
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Building a Presence is a Process
Ignore
Interest
Interact
Integrate
Influence
Develop marketing and business plans without benefit of any data or insights generated on the social web about you or competitors
Basic benchmarking, auditing and listening to conversation about your brand, customers & products
Enagaging with fans, followers, press, analysts and critics
Melding social into your overall marketing program
blog
www.social3i.com || Seattle Washington
Section 2: Best PracticesPart 2: Case Studies - From Theory to Practice
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Resources for the eIQ:
Delicious.com/social3i
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Benchmark: Starbucks Integrated Social Campaign
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Benchmark: Starbucks Integrated Social Campaign
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Benchmark: Starbucks Integrated Social Campaign
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Small Bsiness Integrated Social Campaign - TeatroZinzanni
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Opportunity: Customer Support
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Opportunity: Customer Support
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Opportunity: Customer Support
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Opportunity: Product Development
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Opportunity: Promotion - Coca-Cola Happiness Machine
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Opportunity: Advertising and Promotion
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Opportunity: Advertising and Promotion
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Small Business Awareness – Common Craft
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Startup Promotion: Naked Pizza
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Case Study – Naked Pizza
• Naked Pizza a New Orleans pizza takeout and delivery restaurant with a mission to make an unhealthy and popular fast food healthier, more nutritious, and better tasting!
• Naked Pizza has annually revenues of over 1 Million and has a significant twitter presence
• The CEO posts up to 15 times a day and said his company is now posting as well and primarily using Twitter to market to an area with a 3 mile radius of their stores.
http://twitter.com/NakedPizza
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Small Business Awareness - Blendtec:
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Small Business Awareness – Blendtec:
Channel Views: 5,647,785
Total Upload Views: 138,247,121Joined: October 30, 2006#33 - Most Subscribed (All Time) - Directors
#64 - Most Viewed (All Time) - Directors
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BaconSalt’s Integrated Campaign
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Oh, and Don’t Forget the Taco Trucks….
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Local Business Retention - The Met Grill
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Local – The Met Grill
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Foursquare Tutorial
Copyright Flair Media on Slideshare:http://www.slideshare.net/KarynCooks/jumping-in-to-foursquare-reviewing-locationbased-platforms-for-business
blog
www.social3i.com || Seattle Washington
Section 3: Content Development / Integrating Social Into Your Marketing Plan
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Before You Get Started – Know WOMMA’s Rules
www.womma.org
It’s all about the Honesty ROI. Ethical word of mouth marketers always strive for transparency and honesty in all communications with consumers, with advocates, and with those people who advocates speak to on behalf of a product.
* Honesty of Relationship – you say who you’re speaking for* Honesty of Opinion – you say what you truly believe; you never shill* Honesty of Identity – you say who you are; you never falsify your identity
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Why you need to be honest…
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Our Social Media Checklist(One Blueprint, not necessarily the DEFINITIVE Blueprint)
1. Define Goals and Targets.2. Start listening to the conversations3. Determine your budget – time and money.4. Evaluate internal staffing options.5. Evaluate your available content.6. Choose your social brand. / Decide upon an
identity.7. Set up a dedicated email address8. Lock down your urls and hide pages.9. Build an editorial calendar.10.Keep pages hidden and load content into the
channels.11.Go live.12. Engage. Engage. Engage.
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1. Defining Goals
• What are we trying to do?
• Who do we want to reach?
• How do we grade whether we’re being successful?
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2. Start Listening
• Where are our customers hanging out?
• What are they saying?
• What information do they need?
• How can we be helpful?
• Can I afford to spend $10-100/mo to get all this data?
• Viralheat.com
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3. Budget and Time Allocation
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4. What are my staffing options?
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5. Evaluate your available content
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Note: Develop Internal Best Practices Documents
Tip #1. Recruit multiple bloggersEffective blogs are updated frequently. But many small marketing teams struggle to find the time to continually feed the beast. Having multiple contributors ensures your blog will be a compilation of multiple viewpoints and relevant expertise that attracts a variety of readers. Tip Tip #2. Enforce regular postingMaintaining a consistent schedule is essential to a successful blogging strategy. Get the CEO on board.Tip #3. Share metrics and reward successRun internal contests to single out the blogger whose post was shared the most. Shares the metrics from the team’s blogging and social efforts to show the rest of the company how important their contributions are.Source: Marketing Sherpa
Example: Best Practices for Company Blogging
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Note: Decide What will you share with the communityEloqua on Slideshare.net
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Note: Understand content cycles
• A video on YouTube gets 50% of its views in the first 6 days it is on the site, according to data from analytics firm TubeMogul.
• After 20 days, a YouTube video has had 75% of its total views.
• That's a really short life span for YouTube videos, and it's probably getting shorter. In 2008, it took 14 days for a video to get 50% of its views and 44 days to get 75% of its views
http://www.businessinsider.com/chart-of-the-day-the-lifecycle-of-a-youtube-video-2010-5#ixzz0vSdScBK1
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9. Build Editorial CalendarEditorial Calendar
Date Offline
EventRetail Group Aggregated
Content on Web Site
Blog Facebook (In addition to
general discussion)
Twitter (In addition to replies and discussion)
YouTube Foursquare
Sun 10/10 Mon 10/11 Tues 10/12 Wed 10/13 Thurs 10/14 Fri 10/15 Sat 10/16 Sun 10/17 Mon 10/18 Tues 10/19 Wed 10/20 Thurs 10/21 Fri 10/22 Sat 10/23 Sun 10/24 Mon 10/25 Tues 10/26 Wed 10/27 Thurs 10/28
blog
www.social3i.com || Seattle Washington
Supporting Tools for Execution
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Facebook Apps - Involver
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Facebook Apps - North Social
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Blogging
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Twitter Tools – CoTweet
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Twitter Tools – TweetDeck (Also Hootsuite, Seesmic)
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Url Shorteners – Bit.ly (Goo.gl , ow.ly , etc…)
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Listening and Discovery Toolwww.Paper.li
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Tube Mogul
• Allows one upload to launch to the majority of the video sharing sites simultaneously.
• Keeps stats on each of your channels that allows you to measure historically.
• Limited plans are free and then paid plans offer increased reporting and site upload options.
• http://www.tubemogul.com
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DandyID
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Ping.fm
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Measurement Tools
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How to Build Measurement Best Practices
First rule of Analytics = If you are in a hurry…slow down…and make sure you are asking the right questions.
Second rule of Analytics = Make sure everyone in the organization is “on board” with performing S.M.A.R.T. measurement
Third rule of Analytics = Put tools in there place. Reliance on tools, is a rookie mistake and often fuels analysis paralysis…
Social Monitoring Tools
Human Powered Analysis
“I see a lot of peoples time get “chewed up” in Cycles
where they have no time to do anything but reporting.
One of the things about analysis is it takes some pretty detailed, focused
time where you can sit in front of a computer and really work with the tool
and work with the data. “
- Gary Angel, President Semphonic
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Social Intelligence Tools
The new field of "Social Intelligence" uses highly specialized tools to collect, cleanse, catalog, analyze and report on conversations happening on the social web.
• Fans on social
sites
• Social brand
mentions
• Tweets/Blog
entries
• Rants vs. raves
These tools count social actions and measure impressions, buzz & sentiment.
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Feed
back
Radian6 – Best for the Enterprise
Pros: Largest company reviewed by Forrester. • Easy to use widget based dashboards• Real-time data can be configured to
listen and respond to UGC posts as they happen.
• Tracks established social media KPI’s (volume, engagement and sentiment) with automated workflow tools to turn this data into action.
• Allows multiple users to immediately engage with important conversions via the engagement dashboard.
Cons: Data quality has some serious issues. • Spam hygiene requires significant
time investment by the tool operator
• Scoring of sentiment in twitter has known defects* that have yet to be addressed in the latest version of this tool
• Volume based pricing can make this tool expensive for novice users.
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Feed
back
Alterian – Best for Midsized Companies
Pros: One of the largest data sets among all tools, and a dashboard built for Analysts. • Data warehouse has nearly 4
Billion conversations indexed as far back as 2004
• Dashboard built for analysts to do both qualitative and quantitative analysis.
• Customizable sentiment dictionary allows for the most accurate sentiment tracking of all NLP based tracking tools.
• Email reporting capabilities are good.
Cons: Data latency concerns and workflow tools require custom configuration to be impactful.• Volume based pricing can make this
tool expensive for novice users.• Workflow tools are complicated
to configure • Customer support services are slow
to respond.
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Feed
back
Lithium – Good for Small Companies
Pros: Decent coverage at a reasonable cost• Dashboard collects data in
real time.• Excellent video capture
data• Email reporting capabilities
are good.• Flat fee pricing for unlimited
search results.
Cons: Workflow tools are not powerful enough for engagement• Facebook data coming
soon• Twitter data is incomplete
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Feed
back
Viral Heat – Good for Start-ups
Pros: Low price/ decent service• Uses data aggregators to do a
better job than google alerts• Dashboard built for
quantitative analysis.• Email reporting capabilities
are good.• Pricing as low as
$9.99/month
Cons: Data latency concerns and workflow tools require custom configuration to be impactful.• Can’t go back in time• Workflow does not
empower engagement• Customer support services
are slow to respond.
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Feed
back
Shoestring Dashboard – Good for lots of things
Pros: Free/low cost tools, widgets and time can get you 70% of what paid tools provide for less than 30% of the cost.• Free Buzz monitoring tools
are plentiful• widget based tools can
organize, filter and present large amounts of data quickly
• Major social channels can be monitored effectively using elbow grease.
Cons: Lacks the coverage and analytical power of paid tools• Free tools do not cover the
entire social web• Free tools do not provide deep
analytical capabilities• Free tools do not integrate
workflow for engagement purposes
blog
www.social3i.com || Seattle Washington
In Class Tutorials
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In Class – Setting Up Your Blog
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In Class – Setting Up Your Blog
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In Class - Setting Up Twitter
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In Class – Setting Up Twitter Background
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In class – Setting up YouTube
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In Class – Customizing Facebook Tabs
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In Class – Customizing Facebook Tabs
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www.social3i.com || Seattle Washington
Section 4: Measurement, aka, the ROI Argument
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www.social3i.com || Seattle Washington
Contact Info
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social3i Management Bios
Andy BoyerIntegrated Marketing Strategy & Planning
Andy Boyer was a Principal at social media agency Spring Creek Group from 2007-2010, leading client campaigns inside Microsoft and other companies, developing short and long term social media strategies, and recruiting a team of Engagement Leads and Community Managers. His previous experience is highlighted by six years in e-commerce marketing at streaming media pioneer RealNetworks from 1996-2002. As Co-Founder of social3i, Andy develops holistic social media programs that are integrated into overall marketing efforts.
Twitter: @aboyerLinkedin: Add Andy to your networkE-mail: [email protected]
Xavier JimenezIntegrated Marketing Research & Ideation
Prior to co-founding social3i Xavier was Principal and Analytics Practice Head at social media agency Spring Creek Group in Seattle Washington. Xavier has worked with Fortune 500 brands like ubid.com, RealNetworks, American Greetings, T-Mobile and Microsoft to deliver deep consumer insights using emerging media measurement technologies. As chief social intelligence strategist, Xavier is tasked with qualifying and transforming raw data from online video, mobile advertising, widgets, blogs, social networks, and other user generated content into deep customer intelligence.
Twitter: @xjimenez Linkedin: Add Xavier to your networkE-mail: [email protected]
Colin LamontIntegrated Marketing & Mobile Campaigns
Colin Lamont has 15 years direct marketing, e-commerce, and product management experience in helping build and grow consumer products and services. Most recently, he was the Vice President of Marketing at GotVoice, an Ignition Partners funded mobile solutions company that was successfully sold. An expert of integrated marketing, Colin leverages social media outreach to support direct marketing, branding, PR, speaking engagements and events to cost-effectively grow companies. Previously, Colin worked at RealNetworks, starting in 1995, & culminating as Director of Consumer Marketing for the RealGames and GameHouse divisions in 2006.
Twitter: @social3iLinkedin: Add Colin to your networkE-mail: [email protected]
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Thank You
Web: http://www.social3i.comBlog: http://social3i.blogspot.comTwitter: @social3i