2 hour presentation on Social Media for Startups, delivered by social3i Consulting for the Northwest Entrepreneur Network. www.social3i.com

1. Social Media for Startups NWEN eIq July 14, 2010

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4. www.Social3i.com

5. Twitter @social3i

7. Section 1: Themes, Stats, Strategies and Frameworks

8. Theme 1 - The Face of the New Internet is Social Source: Compete.com

9. Theme 1 - The Face of the New Internet is Social Source: Compete.com

10. Theme 1 - The Face of the New Internet is Social The Blogosphere is a wealth of product and marketing information, both for consumers, and marketers. Source: Technorati

11. Theme 1 - The Face of the New Internet is Social 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 Page 8

12. Theme 2 - Budgets are Including Social

13. Theme 3 - Social is About Integration

14. Theme 3 - Social is About Integration

15. Theme 3 - Social is About Integration

16. Theme 4 – Levels of Effort /Effectiveness are Different by Channel Source: Brian Solis

17. Theme 4 – Levels of Effort /Effectiveness are Different by Channel The Long Term Goal: Giving customers a say in developing, supporting and evangelizing your brand Influence Integrate Melding social into your overall marketing program Interact Enagaging with fans, followers, press, analysts and critics Interest Basic benchmarking, auditing and listening to conversation about your brand, customers & products Ignore Develop marketing and business plans without benefit of any data or insights generated on the social web about you or competitors Copyright: social3i

18. Theme 4 – Levels of Effort /Effectiveness are Different by Channel

19. Theme 5 – Like Any Program, You Need a Roadmap for Social Strategy Marketing Sherpa, 2010

20. Theme 5 – Like Any Program, You Need a Roadmap for Social Strategy Copyright: social3i

21. Section 2: Examples of Best Practices

22. Retention - Customer Support - Comcast

23. Retention - Customer Support - Comcast

24. Retention – Dell Idea Storm

25. Retention – Engagement - Starbucks

26. Awareness – Common Craft

27. Awareness – Blendtec:The corporate Blendtec Site Google Page Rank 5 Compete rank 105,000 Alexa Rank 156,000

28. Awareness – Blendtec:WillItBlend.com Google Page Rank 6 Compete rank 58,000 Alexa Rank 43,000

29. Awareness – Blendtec:WillItBlend on YouTube 130 MILLION Views 5 .3 Million Channel Views 308,00 Subscribers 12,233 Comments Favorited 9,000 Times And they have 64 other videos! Close to 100 million more views #95 - Most Subscribed (All Time) #29- Most Subscribed (All Time) – Directors http://www.youtube.com/user/blendtec?blend=1&ob=4

30. Awareness /Retention/Referral – The Met Grill

31. Awareness /Retention/Referral – The Met Grill

32. Awareness /Retention/Referral – Merrill Gardens

33. Awareness /Retention/Referral – Merrill Gardens

34. Integrated Planning - TeatroZinzanni

35. Section 3: Tactics and Execution

36. The Traditional New – LinkedIn, Twitter, etc…

37. Twitter Humor

38. Twitter Tools Evaluating your twitter account? Twitter Grader TwitterCounter TweetStats Cotweet - Manage multiple accounts with one tool Click Tracking – bit.ly Desktop Applications TweetDeck Twhirl Page 35

39. Execution - CoTweet

40. Execution - Slideshare.net Page 37

41. Execution - LinkedIn Page 38

42. Execution - Bookmarks

43. Execution - DandyID

44. Execution - 3rd Party Tools Video Syndication 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 Page 41

46. Google Trends

47. Compete.com

48. Quantcast

49. Technorati

50. Yahoo! Answers

51. Search.Twitter.com

52. Twitter Grader

53. Blog GraderPage 42

54. The New New – Location Based Services

55. Foursquare Tutorial Copyright Flair Media on Slideshare: http://www.slideshare.net/KarynCooks/jumping-in-to-foursquare-reviewing-locationbased-platforms-for-business

56. Gowalla Great case study on Gowalla written by Vayner Media http://www.slideshare.net/guest43ee0f/early-proofthatgeolocationmarketingwillsucceed

57. Section 4: Measurement Best Practices, Examples & Case Studies

58. Measurement Best Practices First rule of Analytics = If you are in a hurry…slow down…and make sure you are asking the right questions. Social Monitoring Tools Second rule of Analytics = Make sure everyone in the organization is “on board” with performing S.M.A.R.T. measurement 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 Third rule of Analytics = Reliance on tools, is a rookie mistake and often fuels analysis paralysis…

61. Comments/post

62. UGC content /total content

63. Volume

64. Engagement

67. LP conversion

68. Sales, CLTV

69. Impressions

70. Video views

71. CTROn Site Off Site content

72. The Measurement Brief 1 2 3 Start with a business question, problem, issue or opportunity From that question, set clear and simple Business Objective(s) Define Goal(s) designed to achieve objectives Your Strategies must support goals Your Metrics for measuring success should be (S.M.A.R.T) 4

73. Measurement program example

74. Example – Acme Sunscreen An organic sunscreen manufacturer wants to use social media to drive new online visitors and increase brand awareness. Listen Objective = Identify Top social media locations based on volume of organic sunscreen conversation Goal = Identify Key metrics that can be used to evaluate engagement opportunity Research using the 7-day free trial from RADIAN6 found over 500 highly relevant blog conversations. Key Learning from Radian6: Blogs sending traffic to your site include mommy blogs, where site discussion is highly on topic and there are specific mentions of organic sunscreen products which are increasing in frequency over the last 30 days. Overall Brand mentions were mostly neutral, (82%) but 16% positive and only 2% negative for the period.

75. Example – Acme Sunscreen Hypothesize Research shows mothers sharing information, on blogs, about your chemical-free sunscreen products and conversation is highly focused on “fragrance”. Hypothesize that a highly focused and product specific outreach campaign, on the top 20 mommy blogs, promoting your products may find success in this community.

76. Example – Acme Sunscreen Track Configure web analytics tools to track the “pass-along” and conversion of your brand’s social content via tweets, blog posts, Facebook postings etc. Determine which content and what source is driving the most desired behaviors. Compare earned media cost per action to paid media.

78. Display Buys

79. Personal “on-topic” and relevant engagementsBuy ACME sunscreen & win a ride on this unicorn!

81. Ex. create a Twitter promotion:

82. Identify top Re-tweeters

83. Track CTR using urlshorteners

84. Identify top LP’s

85. Compare cost per action to paid mediaMoms: Get 20% off the only truly chemical-free sunscreen this week only. http://bit.ly/yourtrackingcodehere

87. Measure the change in traffic over time and whether the ratio of “organic traffic” changes in relation to other social media activity.

89. If you get sales that don’t come directly from the web, like from CSR’s, look to co-relate factors that align with long term business success.Example: changes in the top ten questions CRS spend time on and whether this increases or decreases CSR efficiency.

90. Measurement Case Studies

92. Naked Pizza has annually revenues of over 1 Million and has a significant twitter presence according to co-founder Jeff Leach.

93. Leach posts up to 15 times a day and said his company is primarily using Twitter to market to an area with a 3 mile radius.http://twitter.com/NakedPizza

95. They use Google Analytics to monitor their website activity and determine which pizza’s are best sellers to its online audience which drives a significant portion of its total business

96. By aggressively measuring its most profitable channel, Twitter, it has made such a difference for Naked Pizza that they removed the “call for delivery "billboard in front of the restaurant and changed it to “twitter – follow us for specials –www.twitter.com/nakedpizza”

97. Jeff himself has said, about his sign, “I didn’t do it to get TechCrunch talking, I did it to reach the 35,000 people who drive by the store every day.”

98. 20% of total sales from twitter

99. Set a one day sales record of 65% of sales from Twitter

101. PCB has over ten talented cake decorators and bakers and employees who are committed to their ever growing community of returning customers.

102. In order to stay connected to their customers, PCB employees blog, post videos and images of their cakes on Twitter, Facebook, Flickr and YouTube.

104. Initially they placed an emphasis on traffic, which worked, but they quickly reached a saturation point where high traffic started contributing to a deluge of “information seekers”.

105. PCB didn’t have the capacity to handle this deluge and realized that the “more traffic the better” mantra needed to be refined.

106. They began focusing content on products that lead to better order conversions and focused our measurement on traffic from our strategic focus areas.

107. Use blog to offer a constant stream of new cakes, contests, & videos.

108. Over 2000twitterfollowers and 4700facebook fans.

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