© Qais Consulting, 2011. Confidential. All rights reserved

Social Media

The Power and Value of Unmarketing

November 2011

According To Wikipedia

"a group of Internet-based applications that

build on the ideological and technological

foundations of Web 2.0, and that allow the

creation and exchange of user-generated

content."

Social Media is…

According To Wikipedia

"a group of Internet-based applications that

build on the ideological and technological

foundations of Web 2.0, and that allow the

creation and exchange of user-generated

content."

(YAWN)

Social Media is…

Social Media

Experts… Do they really exist?

Example: Guaranteed Viral

This is the first website that came up when I searched

for “Guaranteed Viral” on Google

They have a YouTube video

embedded into their

homepage. I decided to take

a look at the stats

Their own video

didn‟t go viral?

Ok, back up.

Lets see what is going on here…

Most Social Media

Channels are free to

set up

But we shouldn‟t

confuse „free” with

“cheap”

Get rid of the idea

that you can have

a cheap strategy

and that your

content will

somehow “go

viral” all by itself

Social Media is not the “bargain basement”

of marketing.

It‟s laughable

This is an example of a

well-known campaign

that did go viral

It also cost just around

one million euros to

produce

17

There are

opportunities But they need to

be put into

perspective…

In these circumstances, a

carefully planned, steady

approach is critical

Social Media is an Information Jungle

20

Each day, the equivalent of the

population of the entire state of Texas

joins Facebook

Each day, more information is tweeted than is

held in the entire Library of Congress

Each day, more video content is uploaded

onto the internet than the entire output of

Hollywood from the beginning of time

Stat Attack!

• The most amazing thing about those stats?

Stat Attack!

• The most amazing thing about those stats?

• I made them all up

Stat Attack!

• The most amazing thing about those stats?

• I made them all up

• Actually – they are pretty close to the truth

Stat Attack!

• The most amazing thing about those stats?

• I made them all up

• Actually – they are pretty close to the truth

We get it - Social Media is huge,

enormous, gigantic....

Stat Attack!

• The most amazing thing about those stats?

• I made them all up

• Actually – they are pretty close to the truth

There isn‟t really an adequate adjective

to describe it in its fullness

Take a deep breath and imagine!

28

Social Media is an Information Jungle

We are all trying to make sense of

For a lot of companies it looks a bit like this

Need content

Refer to Marketing

Talk to global

Actually, make that

PR

Execs & Managers

Where‟s The

Budget?

What should we

do?

What‟s it for anyway?

Still Need Content

Going In Circles

Who‟s responsible

for this anyway?

OK, let‟s just go

with what we have

For a lot of companies it looks a bit like this

Need content

Refer to Marketing

Talk to global

Actually, make that

PR

Execs & Managers

Where‟s The

Budget?

What should we

do?

What‟s it for anyway?

Still Need Content

Going In Circles

Who‟s responsible

for this anyway?

OK, let‟s just go

with what we have

A headache.

Where do we start?

What are our

priorities? Who is our

target

audience?

What info do we have that would

be useful/of interest?

What are our

priorities? Who is our

target

audience?

What info do we have that would

be useful/of interest?

Sometimes the most basic

questions are the most important

A “Map and Compass”

For Social Media Explorers

Approve

Post

Interact Analyze

& Report

Plan Content

37

Approve

Post

Interact Analyze

& Report

Plan Content

An adaptive workflow is crucial

ESSENTIAL

INGREDIENTS FOR

A STRONG SOCIAL

MEDIA PRESENCE

Content

Optimisation

Audience

Acquisition

Platform

Optimisation

39

ESSENTIAL

INGREDIENTS FOR

A STRONG SOCIAL

MEDIA PRESENCE

Content

Optimisation

Audience

Acquisition

Platform

Optimisation

Experience helps

Some factors are consistent

A few very quick examples

#1

Fan Gate

Platform Optimisation Example: Fan Gate

What better

way to

welcome

people to

your

Facebook

page

Platform Optimisation Example: Fan Gate

Than with a

clear and

beautiful

call to

action

#2

Facebook SEO

Platform Optimisation Example: SEO

Facebook

Pages‟ info

section:

It‟s usually full

of boring text

that most

people never

read

Platform Optimisation Example: SEO

With some clever

techniques you

can also optimise

for search

#3

Newsfeed Optimisation

Content Optimisation Example: NFO

• EdgeRank is Facebook‟s algorithm that determines when and how a post is shown in a users Newsfeed

• Using Newsfeed Optimisation, or NFO, we change the way we post content in order to raise impressions and levels of engagement

Some Features of Newsfeed Optimisation

• Keep posts social – less of the corporate brochure-speak

• Optimise post types (images, videos, polls, fill in the blank etc.) and timings

• Focus more on trivia and miscellaneous items to build an affinity

• Ask more questions, Invite passionate debate, use humour

• Tip the balance in favour of sharing instead of self-promotion

• Recognise your fans‟ awesomeness

#4

“Like To Enter” Sweepstakes

Audience Acquisition Example: “Like To Enter”

“Like our page to be in

with a chance to win!”

There are millions of examples

Social Media is an Information Jungle

We are all trying to

make sense of it

Therefore we are all

“explorers”

Of course when you are an

explorer, a decent guide does

not usually come for free

But I‟ll share a few

gems

The REA Model

The

REA Model

Reach Market Share/ Brand Awareness

Getting users to your site KPIs

Unique Users Visits Pageviews

Newsletter Signups Search Market Share Facebook Fans Twitter Followers YouTube Subscribers Earned Impressions

- Newsfeed Impressions - Re-tweet Impressions Organic Uplift Paid Impressions

Reach Frequency Unique Audience Delivered eGRPs

The REA

Model

Engagement Building brand equity Getting users to spend time

with you KPIs

Time Spent on Site Page views Per User Page views Per Visit Bounce Rate

Repeat Visits Conversation Rate - Comment Amplification Rate - Shares & Re-tweets Applause Rate - Likes & +1’s

Social Media Interaction Rate - People Talking About This Subscriber/ Fan/ Follower Signup Rate

Rich Media Engagement Rate Rich Media Time Spent Ad Click Thru Rate

Activation Building Value/ Lead Generation Turning fans into participants

KPIs Activation Conversion Rate Participant Value

Participation Value Post-Activation Engagement Rate Participant Virality

Re-activation Rate Inferred Economic Value Customer Lifetime Value

The REA

Model

Analytics & Optimisation Monthly analysis, fix identification, multivariate testing, optimisation implementations

Maintenance Housekeeping, change requests, Implement remedial fixes

Activation Building Value

Engagement Building brand equity

Reach Building Market Share

The REA Model

Paid Display, PPC,

Affiliates

Owned Websites

Social Channels

Email

Earned Social WoM

SEO

Analytics & Optimisation Monthly analysis, fix identification, multivariate testing, optimisation implementations

Maintenance Housekeeping, change requests, Implement remedial fixes

Activation Building Value

Engagement Building brand equity

Reach Building Market Share

The REA Model

Paid Display, PPC,

Affiliates

Owned Websites

Social Channels

Email

Earned Social WoM

SEO

Now we have

an activation strategy

Benchmarking

Benchmarking

Total Audience Total Sample Size Comments Likes Engagement (Comments + Likes) Total Impressions

Avg Impressions Per Post (Total Impressions divided by Sample Size)

Total Impressions rate (Avg Impressions divided by Total Audience)

Engagement rate by impressions (Engagement divided by avg impressions)

Total Engagement Rate (Engagement divided by total fan numbers)

Reach

Engagement

Modeling Variables

Reach

Engagement

Modeling Variables

Benchmarking

Total Audience Total Sample Size Comments Likes Engagement (Comments + Likes) Total Impressions

Avg Impressions Per Post (Total Impressions divided by Sample Size)

Total Impressions rate (Avg Impressions divided by Total Audience)

Engagement rate by impressions (Engagement divided by avg impressions)

Total Engagement Rate (Engagement divided by total fan numbers)

Now we have a

benchmarking model

As a wise man once said

The present is a gift. Here are some gifts

DEFINE YOUR

STRATEGY

FIRST

?

OPTIMISE YOUR

CONTENT

ASK QUESTIONS

Team Contributions

Old Ideas

New Ideas

November 2011

Sunday Monday Tuesday Wednesday Thursday Friday Saturday 1 2 3 4 5 6

NFO Content Featured Destination Photo Gallery

Featured Destination Poll Video Content

Photo Gallery NFO Content

Featured Destination Promotions

Poll NFO Content

USE

CONTENT

CALENDARS

KNOW YOUR

HYGIENE POINTS

AND STICK TO

THEM

AVOID BEING TOO

SELF

PROMOTIONAL

!!!!!!!!!!!!!!!!!!!!!

USE LINKED IN

PROPERLY (it‟s for your own benefit)

KEEP UP WITH

TECH AND

SOCIAL MEDIA

NEWS

( )

The future?

The Future?

Book Website

The Future?

Book Website

Read The Cluetrain

Manifesto

In conclusion

The Jungle Book is a classic but…

You don‟t get good at walking through the

jungle by reading a book

Get out there and

explore!

Do social media

experts really exist?

84

Follow me on Twitter!

@dmelius, we can

discuss it there

Thank You

Qais Consulting

1A Stanley Street

Singapore 068720

www.qaisconsulting.com