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Social Media for Startups
November 3, 2010
Presented by:
Andy Boyer and the social3i team

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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

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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

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Section 1: Basics
The 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 usage
70% of consumers trust opinions, posted
online, by other online consumers
3 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

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Section 2: Best Practices
Part 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

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Section 2: Best Practices
Part 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: 138,247,121
Joined: 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

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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 conversations
3. 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 address
8. 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 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
Example: Best Practices for Company Blogging

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Note: Decide What will you share with the
community
Eloqua 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 Calendar
Editorial Calendar
Date Offline
Event
Retail 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

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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 Tool
www.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.These tools count social actions
and measure impressions, buzz & sentiment.

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Feedback
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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Feedback
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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Feedback
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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Feedback
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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Feedback
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

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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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Section 4:
Measurement, aka, the ROI Argument

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Contact Info

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social3i Management Bios
Andy Boyer
Integrated 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: @aboyer
Linkedin: Add Andy to your network
E-mail: andy@social3i.com
Xavier Jimenez
Integrated 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 network
E-mail: xavier@social3i.com
Colin Lamont
Integrated 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: @social3i
Linkedin: Add Colin to your network
E-mail: Colin@social3i.com

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