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Social Media for Startups - Northwest Entrepreneur Network - social3i Consulting

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Social Media for Startups - Northwest Entrepreneur Network - social3i Consulting

  1. 1. blo g www.social3i.com || Seattle Washington Social Media for Startups November 3, 2010 Presented by: Andy Boyer and the social3i team
  2. 2. 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 andy@social3i.com
  3. 3. 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
  4. 4. social3i Proprietary and Confidential 4 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
  5. 5. blo g www.social3i.com || Seattle Washington Section 1: Basics The Social Marketing Imperative (Aka… Why are we doing this?)
  6. 6. social3i Proprietary and Confidential 6 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
  7. 7. social3i Proprietary and Confidential 7 Marketing Budgets are Integrating Social
  8. 8. social3i Proprietary and Confidential 8 The Mainstream Has Adopted Twitter
  9. 9. social3i Proprietary and Confidential 9 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 9
  10. 10. social3i Proprietary and Confidential 10 Consumers want to say hi 13,000,000+ Fans!
  11. 11. social3i Proprietary and Confidential 11 Content moves from Social to mainstream
  12. 12. social3i Proprietary and Confidential 12 Content moves from Social to mainstream
  13. 13. social3i Proprietary and Confidential 13 Content moves from Social to mainstream
  14. 14. social3i Proprietary and Confidential 14 You can mine social for cultural memes
  15. 15. social3i Proprietary and Confidential 15 You can mine social for cultural memes
  16. 16. social3i Proprietary and Confidential 16 What Can Happen if You Don’t Have a Social Presence…
  17. 17. social3i Proprietary and Confidential 17 The Face of the New Internet is Social
  18. 18. social3i Proprietary and Confidential 18 The Social Media Heavyhitters
  19. 19. social3i Proprietary and Confidential 19 The Social Media Heavyhitters
  20. 20. blo g www.social3i.com || Seattle Washington Section 2: Best Practices Part 1: Building a Foundation
  21. 21. social3i Proprietary and Confidential 21 Basic Logos We Need to Know Facebook Twitter YouTube LinkedIn Wordpress Blogger Wikipedia Foursquare MySpace Flickr
  22. 22. social3i Proprietary and Confidential 22
  23. 23. social3i Proprietary and Confidential 23 Segmenting the Channels (The Brian Solis Flower)
  24. 24. social3i Proprietary and Confidential 24 Choose where to focus efforts Awareness Trial Evaluation Purchase Retention Referral Your Startup
  25. 25. social3i Proprietary and Confidential 25 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.
  26. 26. social3i Proprietary and Confidential 26 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
  27. 27. blo g www.social3i.com || Seattle Washington Section 2: Best Practices Part 2: Case Studies - From Theory to Practice
  28. 28. social3i Proprietary and Confidential 28 Resources for the eIQ: Delicious.com/social3i
  29. 29. social3i Proprietary and Confidential 29 Benchmark: Starbucks Integrated Social Campaign
  30. 30. social3i Proprietary and Confidential 30 Benchmark: Starbucks Integrated Social Campaign
  31. 31. social3i Proprietary and Confidential 31 Benchmark: Starbucks Integrated Social Campaign
  32. 32. social3i Proprietary and Confidential 32 Small Bsiness Integrated Social Campaign - TeatroZinzanni
  33. 33. social3i Proprietary and Confidential 33 Opportunity: Customer Support
  34. 34. social3i Proprietary and Confidential 34 Opportunity: Customer Support
  35. 35. social3i Proprietary and Confidential 35 Opportunity: Customer Support
  36. 36. social3i Proprietary and Confidential 36 Opportunity: Product Development
  37. 37. social3i Proprietary and Confidential 37 Opportunity: Promotion - Coca-Cola Happiness Machine
  38. 38. social3i Proprietary and Confidential 38 Opportunity: Advertising and Promotion
  39. 39. social3i Proprietary and Confidential 39 Opportunity: Advertising and Promotion
  40. 40. social3i Proprietary and Confidential 40 Small Business Awareness – Common Craft
  41. 41. social3i Proprietary and Confidential 41 Startup Promotion: Naked Pizza
  42. 42. social3i Proprietary and Confidential 42 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
  43. 43. social3i Proprietary and Confidential 43 Small Business Awareness - Blendtec:
  44. 44. social3i Proprietary and Confidential 44 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 Page 44
  45. 45. social3i Proprietary and Confidential 45 BaconSalt’s Integrated Campaign Page 45
  46. 46. social3i Proprietary and Confidential 46 Oh, and Don’t Forget the Taco Trucks….
  47. 47. social3i Proprietary and Confidential 47 Local Business Retention - The Met Grill
  48. 48. social3i Proprietary and Confidential 48 Local – The Met Grill
  49. 49. social3i Proprietary and Confidential 49 Foursquare Tutorial Copyright Flair Media on Slideshare: http://www.slideshare.net/KarynCooks/jumping-in-to- foursquare-reviewing-locationbased-platforms-for-business
  50. 50. blo g www.social3i.com || Seattle Washington Section 3: Content Development / Integrating Social Into Your Marketing Plan
  51. 51. social3i Proprietary and Confidential 51 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
  52. 52. social3i Proprietary and Confidential 52 Why you need to be honest…
  53. 53. social3i Proprietary and Confidential 53 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.
  54. 54. social3i Proprietary and Confidential 54 1. Defining Goals • What are we trying to do? • Who do we want to reach? • How do we grade whether we’re being successful?
  55. 55. social3i Proprietary and Confidential 55 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
  56. 56. social3i Proprietary and Confidential 56 3. Budget and Time Allocation
  57. 57. social3i Proprietary and Confidential 57 4. What are my staffing options?
  58. 58. social3i Proprietary and Confidential 58 5. Evaluate your available content
  59. 59. social3i Proprietary and Confidential 59 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
  60. 60. social3i Proprietary and Confidential 60 Note: Decide What will you share with the community Eloqua on Slideshare.net Page 60
  61. 61. social3i Proprietary and Confidential 61 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
  62. 62. social3i Proprietary and Confidential 62 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
  63. 63. blo g www.social3i.com || Seattle Washington Supporting Tools for Execution
  64. 64. social3i Proprietary and Confidential 64 Facebook Apps - Involver
  65. 65. social3i Proprietary and Confidential 65 Facebook Apps - North Social
  66. 66. social3i Proprietary and Confidential 66 Blogging
  67. 67. social3i Proprietary and Confidential 67 Twitter Tools – CoTweet
  68. 68. social3i Proprietary and Confidential 68 Twitter Tools – TweetDeck (Also Hootsuite, Seesmic)
  69. 69. social3i Proprietary and Confidential 69 Url Shorteners – Bit.ly (Goo.gl , ow.ly , etc…)
  70. 70. social3i Proprietary and Confidential 70 Listening and Discovery Tool www.Paper.li
  71. 71. social3i Proprietary and Confidential 71 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 71
  72. 72. social3i Proprietary and Confidential 72 DandyID
  73. 73. social3i Proprietary and Confidential 73 Ping.fm
  74. 74. social3i Proprietary and Confidential 74 Measurement Tools
  75. 75. social3i Proprietary and Confidential 75 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
  76. 76. social3i Proprietary and Confidential 76 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.
  77. 77. social3i Proprietary and Confidential 77 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.
  78. 78. social3i Proprietary and Confidential 78 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.
  79. 79. social3i Proprietary and Confidential 79 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
  80. 80. social3i Proprietary and Confidential 80 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.
  81. 81. social3i Proprietary and Confidential 81 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
  82. 82. blo g www.social3i.com || Seattle Washington In Class Tutorials
  83. 83. social3i Proprietary and Confidential 83 In Class – Setting Up Your Blog
  84. 84. social3i Proprietary and Confidential 84 In Class – Setting Up Your Blog
  85. 85. social3i Proprietary and Confidential 85 In Class - Setting Up Twitter
  86. 86. social3i Proprietary and Confidential 86 In Class – Setting Up Twitter Background
  87. 87. social3i Proprietary and Confidential 87 In class – Setting up YouTube
  88. 88. social3i Proprietary and Confidential 88 In Class – Customizing Facebook Tabs
  89. 89. social3i Proprietary and Confidential 89 In Class – Customizing Facebook Tabs
  90. 90. blo g www.social3i.com || Seattle Washington Section 4: Measurement, aka, the ROI Argument
  91. 91. blo g www.social3i.com || Seattle Washington Contact Info
  92. 92. social3i Proprietary and Confidential 92 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
  93. 93. social3i Proprietary and Confidential 93 Thank You Web: http://www.social3i.com Blog: http://social3i.blogspot.com Twitter: @social3i