SocialMediaStrategies-Social3i-SVCSeattle-February2011

www.social3i.com | Seattle Washington blog

Developing Social Media Strategies
School of Visual Concepts
February 9, 2011

Andy Boyer, Xavier Jimenez,
Colin Lamont, Michael Neu

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 andy@social3i.com

social3i Proprietary and Confidential 2

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.
• Focus on social commerce and delivering ROI based programs, not just
brand impressions.
• Background with RealNetworks, Publicis, Microsoft, Photoworks, venture-
backed startups, non-profits, and minor league baseball.
• Join us:
• andy@social3i.com
• www.Social3i.com
• Twitter: @social3i

Social Social
Intelligence & Ideation & Influencer Marketing
Insight Planning Marketing Program Competency
Development Training


Agenda
9:00 Section 1: Social Media 101
Why are We Here?
Best Practices / Channel Overviews
10:30 Email Break
10:45 Section 2: Building Your Social Media Program
Integrated Campaign Case Studies
Frameworks
Tools. Tips and Tricks
12:00 Lunch

12:30 Section 3: Learning About Your Brand, Market and Competiton Online
Tool Demo: Utrack.it.
1:00 YouTube Case Study – Jason Reid, Producer/Director of Sonicsgate
1:30 Section 4: Social Media 201 – Adding Commerce to Your Campaign
2:30 Real Life Case Study – Teatro Zinzanni“Social Media on a Shoestring”
3:15 The Future: Social Games, Virtual Currency and More


Word of Warning

Things we won’t cover in detail:
• How to make $1 Million as a professional
blogger
• How to spend 30 minutes making a video and
getting 14.5 million views
• Advanced CSS code and Blog customization
• Writing FBML Code
• Video Editing and Podcasting
• iPhone App Development
SVC has EXCELLENT classes in some of these
advanced online skills


Section 1:
SOCIAL MEDIA 101


The Social Marketing Imperative
(Aka… Why are we doing this?)

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 usage

70% of consumers trust opinions,
posted online, by other online consumers

51% of consumers use the Internet even
before making a purchase in shops

Data: Nielsen Research / Comscore Media Metrix 2009


Social Programs Span Across the Company

Marketing Best Practice:
• Understand what is being said about your brand, leverage data to
improve traditional marketing efforts

Sales Best Practice:
• Understand where to find more leads, and who influences your core
audiences

Research Best Practice:
• Vrowdsource ideas faster and fill out missing pieces of data from
traditional research

Customer Service Best Practice:
• Understand what issues customers are having, and where those
customers are going for solutions.


News Now Travels 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 10

The Mainstream Has Adopted Twitter


And Even a Higher Power than Oprah


Consumers want to say hi

21,000,000+ Fans!


Social Phenomenon Go Mainstream


Companies Mine Social for Memes


ROI is Important



Social Media Stats for Boardrooms
and Cocktail Parties

Theme 1 - The Face of the New Internet is Social


The Social Media Heavyhitters


Marketing Budgets are Integrating Social



Social Media Channel Overviews /
Examples of Best Practices

Quiz Time: Basic Logos We Need to Know

Facebook Twitter YouTube LinkedIn Wordpress

Blogger Wikipedia Foursquare MySpace Flickr


Defining Channels
(The Brian Solis Flower)


Resources for the class:

Delicious.com/social3i


Twitter


Comcast Cares


The Taco Trucks….


Talking with Personalities


Facebook


Oreo


Red Bull


Golazo


Facebook – The Metropolitan Grill


Starburst


Buying Friends: Papa Johns


“Buying” Fans? – Papa John’s

• 150k fans Day 2

• 100k fans Day 1

• Levels off`

Page 46

What Happened

• Environmental activist group Greenpeace has long been putting the
pressure on Nestle to stop using palm oil
• A provocative new Web video campaign (warning: may be a bit
nauseating) on behalf of Greenpeace's U.K. arm targeted the food
manufacturer as a threat to the livelihoods of orangutans, and
according to Greenpeace, Nestle lobbied to have the video
removed from YouTube, citing a copyright complaint.
• Greenpeace supporters--whom the activist group had encouraged to
change their Facebook profile photos to anti-Nestle slogans that
often incorporated one or more of the company's food logos--started
posting to the Nestle fan page en masse.
• Nestle countered with a mild threat: "To repeat: we welcome your
comments, but please don't post using an altered version of any of
our logos as your profile pic--they will be deleted."


Fail: Nestle’s Facebook Debacle


YouTube


YouTube 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


Blendtec


WillItBlend

Channel Views: 5,647,785
Total Upload Views: 138,247,121
Joined: October 30, 2006
#33 - Most Subscribed (All Time) -
Directors
#64 - Most Viewed (All Time) -
Directors

Page 52 social3i Proprietary and Confidential 52

YouTube – Common Craft


Fail: Motrin Backlash


Blogs: Coca-Cola Happiness Machine


Spreading the Happiness

<object width="640" height="385"><param name="movie"
value="http://www.youtube.com/v/lqT_dPApj9U&hl=en_US&a
mp;fs=1"></param><param name="allowFullScreen"
value="true"></param><param name="allowscriptaccess"
value="always"></param><embed
src="http://www.youtube.com/v/lqT_dPApj9U&hl=en_US&am
p;fs=1" type="application/x-shockwave-flash"
allowscriptaccess="always" allowfullscreen="true" width="640"
height="385"></embed></object>


Listening and Discovery - Going offsite to find
conversation already happening


Blogging


Blogging for Profit – Andru Edwards


Other Blogging Platforms


Blogging Math

Monthly Pages Ads per Revenue Per Revenue Per
Uniques per UU page CPM Month Year

100,000 2.5 2 $ 3.00 $ 1,500.00 $ 18,000.00

Monthly Ads per Revenue Per Revenue Per
Page Visits page CTR CPC Month Year

250,000 2 0.50% $ 0.50 $ 1,250.00 $ 15,000.00


Hosted Community: Dell Idea Storm


Hosted Community: Mad Men Yourself


Mad Men Yourself


Mad Men Yourself Results

• The Mad Men Yourself site received a
whopping 1 million unique visitors.
• Out of those 1 million, 600,000 of them
created avatars — not too shabby for what’s
essentially just a silly toy.
• The first episode garnered 3.3 million viewers,
and went on to become one of Nielsen’s Top
10 timeshifted primetime TV programs with a
57.7% increase in viewership.


Integration: Starbucks Conversation


Integration: Starbucks


Integrated Campaigns


Integrated Campaigns - The Fun Theory


Bing Jingle

Page 70

Integrated Planning - TeatroZinzanni


Fail (Or win?) Skittles goes all Social
Day 1


Day 2


Day 3

Page 74
February 10, social3i Proprietary and Confidential 74

The Result


Using LinkedIn for simple ground work

Page 76

LinkedIn Maps


LinkedIn Signal


Wikipedia –
How REI Edits Their Page and Respects the Community

Page 80

Fail: Whole Foods


And We Still Haven’t REALLY Gotten To….

iPads
Apps
Flickr
Yelp
Biznik
Podcasts
Ustream
Groupon / Living Social
Digg / Reddit
Etc……


Section 4: Building a Social Marketing Strategy

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


A Checklist
(One Blueprint, not necessarily the DEFINITIVE Blueprint)

1. Define a Goal.
2. Start listening to the conversations
3. Figure out who and what you will measure
4. Decide upon a target audience.
5. Determine your budget – time and money.
6. How much control will you give up?
7. Develop Corporate Policies
8. Evaluate internal staffing options and available content.
9. Choose your social brand.
10. Set up a dedicated email address, lock down your urls.
11. Build an editorial calendar.
12. Go live., then ENGAGE ENGAGE ENGAGE


1. Definine a Goal

The Long Term Goal:
Giving customers a say
in developing, Influence
supporting and
evangelizing your brand

Melding social into your
overall marketing program
Integrate

Enagaging with fans, followers, press,
analysts and critics
Interact

Basic benchmarking, auditing and listening to conversation
about your brand, customers & products
Interest

Develop marketing and business plans without benefit of any data or
insights generated on the social web about you or competitors
Ignore


Example: Is SEO one of the goals?


Key Social Performance Indicators

• Awareness & Education: Are we contributing to the
overall awareness of the brand, the product, and its
features?
• Trial: Are we driving new significant and high-quality
experiences with the product?
• Loyalty: Are we driving repeat visits to/sessions with the
product?
• Engagement: Are we driving engagement with our
consumers through communities and connections?
• Evangelism: Are we creating evangelists that will share
the brand’s and product’s virtues to others?

88

3. What to Measure


4. Determine Your Target Audience

Marketing
• Understand what is being said about your brand, leverage data to
improve traditional marketing efforts

Sales
• Understand where to find more leads, and who influences your core
audiences

Research
• Vrowdsource ideas faster and fill out missing pieces of data from
traditional research

Customer Service
• Understand what issues customers are having, and where those
customers are going for solutions.


5. Determining Level of Effort/Time/Money


6. What will you share with the community?
Eloqua on Slideshare.net

Page 92

7. Develop Internal Best Practices Documents
Example: Best Practices for Company Blogging
Tip #1. Recruit multiple bloggers
Effective 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 posting
Maintaining a consistent schedule is essential to a successful blogging
strategy. Get the CEO on board.
Tip #3. Share metrics and reward success
Run 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


Fine Details

8. Evaluate internal staffing options and available
content.
9. Choose your social brand.
10.Set up a dedicated email address, lock down
your urls.


11. Build Editorial Calendar
Editorial Calendar

Date Offline Retail Group Aggregated Blog Facebook (In Twitter (In YouTube Foursquare
Event Content on addition to addition to
Web Site general replies and
discussion) discussion)

Sun 1/10
Mon 1/11
Tues 1/12
Wed 1/13
Thurs 1/14
Fri 1/15
Sat 1/16
Sun 1/17
Mon 1/18
Tues 1/19
Wed 1/20
Thurs 1/21
Fri 1/22
Sat 1/23
Sun 1/24
Mon 1/25
Tues 1/26
Wed 1/27
Thurs 1/28


Defining Channels
(The Brian Solis Flower)



Supporting Tools for Execution

Listening and Discovery Tool
www.Paper.li


DandyID


Url Shorteners – Bit.ly ―Goo.gl , ow.ly , etc…‖


Twitter Tools – CoTweet


Twitter Tools – TweetDeck (Also Hootsuite, Seemic)


Twitter Counter


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 104


Section 4: Social Media Measurement:
U-Track.it Live Demo


Jason Reid – YouTube Case Study


Social Commerce
Colin Lamont and Michael Neu

“If I had to guess social commerce is
the next area to really blow up"

- Mark Zuckerberg


Social Advertising – LinkedIn

Social Commerce

Target by Geography, Company, Job Title, Groups, Gender, Age and more.


Facebook Advertising
Choose your audience by
Social Advertising – Facebook location, age and interests.

Choose to pay only when people
click (CPC) or see your ad (CPM).

Connect with more than 500
million potential customers.

Promote your Facebook Page
or website.


Twitter
“Promoted Tweets are
Social Advertising – Twitter offered on a Cost-per-
Engagement (CPE) basis,
so you only pay when a
user Retweets, replies
to, clicks on or favorites
your Promoted Tweet.
Retweeted impressions
by engaged users are
free.

Just like regular Tweets,
the ones that users
engage with most tend
to be insightful,
conversational, fresh
and timely, and crafted
for sharing”



Building Ads – Image Optimization Tips

1) Fill Space (Horizontal 110 x 80)

2) Faces (Up-close of faces do well if relevant)

3) Relevancy

4) Branding (Add branding to image, free)

5) Clarity

6) Zoom / Scale

7) Transparent or White Background

8) Contrast with FB Colors (Stand Out)



Building Ads – Title & Copy Optimization Tips

1) Try One Line

2) Ask Questions & Elicit Reactions (Humor)

3) Short can be better

4) Clear with Offering & Why they should care

5) Reason to Click (Coupons, Offers, Giveaways)

- #1 People Become Fans is Access to Promotions
6) Personalization in Ad Copy (Geo, Likes & Interests)

7) Tell them to “like” your brand

8) Call to Action

9) Sound like a Human not a Large Corporation


A / B Testing

• Define Measurement & Goals (Clicks, Fans, Signup, Sales)

• Choose a Control (Starting Ad)

• Create Test Ads. Change 1 variable (image, headline, etc)

• Test Targeting Features

• Statistical Significance (100+ clicks vs. 3)

• Run Simultaneously

• Don’t Assume FB suggested bid is correct

• Cost of Ads (Time of Year, Targeting Depth, etc)

• Optimize & Repeat!


Social Commerce

Social Media Promotions & Contests

• Sweepstakes

• Coupons

• User Generated Contests (Crowdsourcing)

• Product Giveaways

• Trivia & Quizzes


Social Commerce
Facebook Page & Promotion Best Practices

• Consistency with Campaigns Throughout Year

• Change with the Seasons

• Conversational


Social Contests
Prizes

• Keep the Prize tied to the Contest

• Keep it Interesting & Worth their Time

• Multiple Winners

Viral Myth

• Status Updates & Interaction Needed

• Offline Marketing Integration

• Facebook Ads. #1 source. Sent to Contest Page


Social Commerce

Hosted Contests (Dream Wedding – User Generated)


Social Commerce
Full Branded Contest in Facebook

Wall
Tab
Photo
Shared Friends


Social Commerce

Donations or Payments with Status (Awareness)


Social Commerce

Facebook Credits

“Facebook supports real-world transactions connecting well
over 500 million users to the consumption of pretty much
anything.”

“Facebook credits currently cost $5.00 for 50 credits, and so
forth, and can now even be purchased at 7-Eleven, over 20,000
CoinStar machines, Wal-Mart, Best Buy, to name a few.”


$elling on Facebook

-Up to 25% of a shopper’s online time is spent on Facebook

-28% of all purchasing in last 6 months influenced by Social
Media

- The Value of Facebook Fans:
- 41% more likely to recommend a brand
- 28% more likely to continue using them
- Worth on average $136.38 in yearly sales
- Spends $71.84 more per year than non Facebook Fans
- Nearly 40% of users Fan a brand on Facebook for deals, AND
THEN
- They are 60% more likely to recommend the brand to friends


Facebook Store Feature Differentiation

- Number of Facebook Fans
- Number of Products and/or Categories
- Payment Methods: PayPal, Google Checkout, Credit
Cards
- Promotions: Coupons, Badges, Rewards, Flash Sales (ie.
GroupOn)
- Payment Location: Facebook Tab, Facebook App, Back to
www Site
- Social Media Integration: Facebook/Twitter post-
purchase sharing
- Design Customization
- Inventory Integration: By Hand vs. CSV, Excel, etc.
- Pricing: Free, Monthly Fee, % of Sales, etc.


In Class Discussion – Teatro Zinzanni


Matt Dallas - RealGames


Contact Info

social3i Management Bios

Andy Boyer Xavier Jimenez Colin Lamont
Integrated Marketing Integrated Marketing Integrated Marketing &
Strategy & Planning Research & Ideation Mobile Campaigns

Andy Boyer was a Principal at social Prior to co-founding social3i Xavier was Colin Lamont has 15 years direct
media agency Spring Creek Principal and Analytics Practice Head at marketing, e-commerce, and product
Group from 2007-2010, leading client social media agency Spring Creek management experience in helping build
campaigns inside Microsoft and other Group in Seattle Washington. Xavier has and grow consumer products and services.
companies, developing short and worked with Fortune 500 brands like Most recently, he was the Vice President of
long term social media strategies, ubid.com, RealNetworks, American Marketing at GotVoice, an Ignition Partners
and recruiting a team of Engagement Greetings, T-Mobile and Microsoft to funded mobile solutions company that was
Leads and Community Managers. deliver deep consumer insights using successfully sold. An expert of integrated
His previous experience is emerging media measurement marketing, Colin leverages social media
highlighted by six years in e- technologies. As chief social intelligence outreach to support direct marketing,
commerce marketing at streaming strategist, Xavier is tasked with qualifying branding, PR, speaking engagements and
media pioneer RealNetworks from and transforming raw data from online events to cost-effectively grow companies.
1996-2002. As Co-Founder of video, mobile advertising, widgets, blogs, Previously, Colin worked at RealNetworks,
social3i, Andy develops holistic social social networks, and other user starting in 1995, & culminating as Director
media programs that are integrated generated content into deep customer of Consumer Marketing for the RealGames
into overall marketing efforts. intelligence. and GameHouse divisions in 2006.

Twitter: @aboyer Twitter: @xjimenez Twitter: @social3i
Linkedin: Add Andy to your network Linkedin: Add Xavier to your network Linkedin: Add Colin to your network
E-mail: andy@social3i.com E-mail: xavier@social3i.com E-mail: Colin@social3i.com


Thank You

Web: http://www.social3i.com
Blog: http://social3i.blogspot.com
Twitter: @social3i


SocialMediaStrategies-Social3i-SVCSeattle-February2011

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