Klsmmp day2

Social Media Marketing Practice
Using the tools and advanced concepts
Day 2

www.facebook.com/suresh.sood

ssood

Hero5!

twitter.com/soody
www.bravenewtalent.com/talent/suresh_sood

www.linkedin.com/in/sureshsood
Geektoid
Mangala
"frequent reader"

suresh.sood@uts.edu.au

Rules of the new marketing (SMMP) using social media

1. Authenticity
2. Advocacy
3. Marketing is real time conversations and feedback
4. Brand is the conversations

Social Data & Human to Human

• profiles (who you are)
• friends (who you're connected to)
• activities (what you and your friends are doing)
• human-to-human connections
– friending
– following
– activity feeds
– Gadgets or applications

Social Objects –> Social Gadgets via iGoogle

• Updates show you what your friends are up to by sharing
gadgets, photos, ratings, and more from the social gadgets on your iGoogle page
• Social gadgets post to updates page

– Share info:

– Play games: play friends and track high scores across a group of players

– Work together: To-Do List gadget
See same information as friends and collaborate on projects

A New Mental Model of Marketing and S-Commerce ?
Lecinski , Jim (2011) Winning the Zero Moment of Truth - ZMOT (Enhanced Version) [Kindle Edition With
Audio/Video](online Kindle edition for $0.00 and download at bit.ly/0moment)

Search engines

Social media

Affiliates

Stimulus
First Second
Moment of Moment of
Truth Truth
Pre-shopping |
In-store | In-home
At shelf Experience
In-store, destination or travel
agent

Which becomes the
next person’s ZMOT 5

experiences

services

goods

commodities

The Experience Economy
Pine & Gilmore, 1999

“…According to the spreading activation
model of Collins and Loftus (1975), the
concepts (or brands in this case) are
represented in memory as nodes…”

“Most of what we know we don’t know we know. It usually seems that we
consciously will our actions, but this is an illusion” (Wenger, Daniel 2002)

7

Before commencing social activities

• Create list of brand association words (what others say or if starting from scratch desirable vocabulary)

• Decide upon your social object

• Generate a list of users likely to follow and share content

• Why are we doing social media?

☐ Brand Amplification/establishing voice

☐ Customer Acquisition

☐ Customer Retention

☐ Social Commerce

☐ Business Transformation

☐R&D

☐ Always connected to customers via mobile/desk/tv

Areas for Discussion
1. Listening or monitoring your brand on social media
2. Pintrest
3. Blogging
4. Video sharing and YouTube
5. Social networking using Facebook
6. LinkedIn
7. Twitter
8. Putting all social media together
9. Content analysis and insight from social media
10. New science of online social networks
11. Social media campaigns and effective brand presence
12. Brands as communities on your own platform

Importance of Keywords
Prior to listening, an important starting point is to determine
the vocabulary (both online and offline). The vocabulary
represents the unique words used in the business and by
customers. Unless the business is in the same category the
vocabulary is unlikely to be similar. Further, the culture of the
business seperates the vocabulary one business from another
business even if they are operating in similar areas. Keywords
and tagging are the cornerstone of users being able to locate
your content with relative ease when searching for relevant
information.

Keyword data is at the foundation of the vocabulary. To assist
with the keyword searches consumers are conducting
worldwide Google provides access to a variety of tools
including Google “suggest”. A variety of third parties
incorporate the Google capabilities to help refine keywords.

Useful Keyword Tools
• Google represents the world’s largest purchasing intention database or at the least the best we have available.

• http://ubersuggest.org/ postions as “Suggest on accelerator pedal” helps provide keyword ideas.

• Review Google trends and insights

– Google Insights for Search compares search volume patterns across regions, categories, times and properties.

– “Breakout” means a change in search volume growth greater than 5000%.

• The most popular and highly visible tool is the Google Adwords tool:
https://adwords.google.com/select/KeywordToolExternal

Global Market Finder combines Google Translate and Google Insights for search:
translate.google.com/globalmarketfinder/index.html

• Listening means understanding your brand within conversations. To find people in G+ talking about your brand use
Google search terms
– < brand > site:plus.google.com

• Take a look at Google Zeitgeist for 2011

– at www.google.com/zeitgeist.
– Familiarise yourself with the fastest rising searches for 2011 in Asia

• Hashtags allow people to easily find and aggregate tweets related to the event being covered. Hashtags are completely
ad hoc and do not require a registration process. Hashtags represent a topic area of interest and Facebook and G+ use
the same approach.

Superfine Segmentation by Facebook using #

Facebook Segmentation by precise interests ( 19 March 2012) and age > 18

Interest Global UK Germany Russia France Hong Kong Malaysia Singapore Australia

#Thailand 6,500,000 78,340 44,880 4,240 48,890 22,520 115,240 28,160 48,300

#Thai 2,200,000 22,860 14,100 660 22,140 3,720 34,820 13,360 17,160
Language
Muay 1,300,000 64,420 38,000 1,460 48,400 6,600 38,400 8,320 40,300

People with interests in Thailand and Thai have suggested likes and interests:
#Indonesia , #Bodyslam (band), #Malaysia, Bodyslam, #Vietnamese language, #Bangkok

People with interests in Muay Thai Boxing have suggested likes and interests:
#Rajadamnern Stadium, #Brazilian Jiu-Jitsu, #Kathoey, #Mixed martial arts, #Lumpinee Boxing Stadium and Brazilian Jiujitsu

Key social networks vary by country and Facebook is not the largest in select markets e.g. China, Germany, Austria, Russia and Korea

Potential Listening Sources for Dashboard

Google News
news.google.com.my/

Check out namechk.com for popular
social media sites. Discuss with others
nearby 3 social sites you do not know.
Alternatively, you can use know’em

This universal symbol seen across the web
identifies an RSS (Really Simple Syndication) feed.
The updates from a web site in any format are
pushed to you. RSS offers benefits all round to
consumers seeking large amounts of
content, publishers looking to generate
subscription content and advertisers seeking to
avoid challenges of email spam and search
engines. Consumers using social media are able to
produce RSS feeds of content e.g. photo sharing
sites or blogs.
While a number of different methods and tools
can be used to read RSS feeds the simplest and
most flexible is the use of Google Reader.

Interesting RSS Sources and Bundles
Bundles (samples)

• http://www.google.com/reader/bundle/user/15427156273978935247/bundle/Travel%20Bloggers
• http://www.google.com/reader/bundle/user/15605101198529024869/bundle/LeTourneau%20Land%20Trains

BBC

• http://www.bbc.co.uk/news/10628494

Star feeds by subject

• http://thestar.com.my/rss/

Malaysian Insider

• http://www.themalaysianinsider.com/rss-feeds

Malaysia Today

• http://malaysia-today.net/rss

Australian top restaurants (De Groots)

• http://www.bestrestaurants.com.au/xml/rss/
• http://www.bestrestaurants.com.au/xml/feed/dining-specials-australia.xml

Directories

• http://www.feedzilla.com/gallery
• http://www.thefreedictionary.com/_/rss-directory.htm

Flickr-RSS Feed Generator

http://www.degraeve.com/flickr-rss/

Google Reader – Cheats
• Help
– Video tutorials (www.youtube.com/GoogleReaderHelp)
– googlereader.blogspot.com/
– “?” help at any time for short cuts

• Track real-time updates to web sites, social networks and blogs via RSS feeds
• Trends ( read,click,share,email, mobile and lifetime)
• Capture any web pages via notes
• Share with friends via shared item page (public or private)
• Browse for stuff (feed bundles) and create your own bundles to share or embed in
blog
• Add subscription (left sidebar) and review (right side) delete via manage
subscriptions
• New items bold
• Expand/list
• View all posts or only unread posts “new items" or “all items”

• Reader player – new, all, star, like, share or by category and shows recommendations
• Feedly web (application) wrapper for Reader

PostRank
• Analyses social statistics from readers online
(like you) to determine what is worth reading.
Whether professional or personal interest aim
is to minimise information overload.

Google Spreadsheet for Listening
To read an RSS feed into a spreadsheet:

Type the URL of any feed into cell A1

In cell A2 enter =ImportFeed(A1, “Items Title”, FALSE, 10) This is title of last 10 stories in
column A.

Also, =ImportFeed("http://search.twitter.com/search.atom?q= chris+brogan","","",20)
OR = importFeed("search.twitter.com/search.atom?q=Malaysia+Events”)

=ImportFeed("http://www.bestrestaurants.com.au/xml/feed/ featured-restaurants.xml" )

Translate & Language detection

=GoogleTranslate("Hola, ¿cómo estás?","es","en")
=DetectLanguage("Hola, ¿cómo estás?)

Google Spreadsheet for Listening II
• Try importing Wikipedia data as follows in Google
Spreadsheet:
=ImportHtml ("http://en.wikipedia.org/wiki/Demographics_of_India", "table",1)

• Vary the number beween 1 to say 20 and get a feel for the
ability to directly capture live Wikipedia data.

• Try these table list extractions from other public web pages:
=importHTML ("http://www.interbrand.com/en/BestRetailBrands/2011.asp", "table",1)
=importHTML ("http://asiancorrespondent.com/429/top-100-brands-of- india/","list",10)

Network analysis of airline tweets
Access Twitter Archiving Google Spreadsheet TAGS v3 via

 http://mashe.hawksey.info/2012/01/twitter-archive- tagsv3/
or directly from http://bit.ly/twitter_archive

You are required to make a copy for your own use.

Upon opening ensure the TAGS menu is available
On the Readme/Settings sheet (starting in cell B9): Search term = what you are
seeking

1. Cathy pacific
2. Air Asia

Leave the “No. results” = 1500 (maximum twitter allows) Do not worry about the rest
of the parameters

For each of the airlines review the archive, summary and dashboard.

Social Dashboards
• Try your own brand relevant keywords using the following free tools in addition
to Google reader/spreadsheet:

• Netvibes

• Addictomatic

• IceRocket

• HootSuite (mobile is free desktop is subscription)

• iGoogle

• For lightweight applications new media publishing apps
– Flipboard
– Paper Li
– Blogging platform (e.g. Posterous) with html embed code

Online monitoring options

HootSuite University Promo Coupon : HOOTUPSYDNEY

Instructions to apply promo code http://help.hootsuite.com/entries/21944741-adding-a-hootsuite-university-promo-coupon

3 months of free HootSuite Pro and HootSuite University 24

“Why agents *travel+ should take an interest in Pinterest”
Dori Saltzman, 19 March 2012, www.travelmarketreport.com

Pintrest - A visual bookmarking website – check out Thailand
http://pinterest.com/search/?q=THAILAND
Content curating (collecting) Product boards for Travel sellers
resources for travel agents or “inspiration boards” for travellers

Content research Social interaction
with people

Pintrest Psychographics (Experian Mosaic)
“Boomers and Boomerangs” baby boomers and young adult children - 10% to 20% of Pinterest users likely to pin travel plans and photos

“Babies & Bliss,” parents in their 30s and 40s with large families - pin things related to deals on high-quality products, brands and life conveniences

“Families Matter Most,” mostly young, middle class families with active lifestyles – pin things relating to easy recipes, child-friendly activities and
healthy living.

Posterous Usage
• Email photos, videos, text, documents, audio, music just about anything to :
post@posterous.com
• The username in the email address (left hand side) determines where email gets
“Autoposted”
– posterous@posterous.com (no autopost)
– Email a service twitter@posterous.com to Autopost to service type.
– multiple services twitter+facebook@posterous.com to Autopost all services listed

• Creative use e.g. www.punchpizza.com/, chevrolet.posterous.com/ & Tweetdeck
• Posterous Groups applications
– SME intranet, team planning, VIP-advocates, volunteers

YouTube Leanback

YouTube interface designed for Google TV or any
other big screen. The great thing about YouTube
Leanback is that it doesn't require
interaction, so you can quickly watch the videos
added to the queue or the latest videos from
your subscribed channels.

Susan Boyle

“United Breaks Guitars”

Old Spice
The Man Your Man Could Smell Like

Diaspora

http://www.nydailynews.com

Video – Industrial blenders to Teenage Reviews
Video is an essential component of social media marketing activities and
supports community development in Facebook.

Learnings exist from Diaspora (see kickstarter.com)

Susan Boyle

Blendtech

consumers posting reviews on video sites
www.expotv.com/videos/reviews/7/73/Apple-iPad/316235

Beyond music and reality tv show clips authentic reviews of products receive
considerable interest from subscribers. Queens of Haul is a young teenager
receiving considerable interest with over 25M visitors to her channel and 75M
video views (www.youtube.com/user/AllThatGlitters21).

YouTube Stats

http://www.socialbakers.com/youtube-statistics/

Digg (V3) Front Page Statistics
Digg V3 Top Users
YouTube Subscriber & Viewer Stats

http://www.socialbakers.com/youtube-statistics/

 Signing up
Facebook Basics
 Securing Facebook
 Timeline = profile + wall
 Pokes
 Notifications
 Friends, Unfriends & Lists
 Like/unlike Pages
 News Feed
 Status Updates
 Notes
 Tagging (status and notes)
 Apps
 Deleting Account

• Beyond recruitment LinkedIn
• Event creation and promotion
• Marketing via Groups
• Review most active groups
• Strengthen network via interests

Twitter Found Data and Predictive

Google Flu Trends

Aus/NZ Tweeting Habits

When ?
Happiest ?
Count of Tweets

Proportion of
Tweets with
+ve emotion

Hour of Day

City Swears Most?
Which City is Sad ?
Proportion of
Proportion of Tweets
Tweets
With profanity
with sadness

Which Archetype ?

Proportion of Tweets
With archetype

count of tweets

Linguistic Inquiry & Word Count : “junk words” in content
http://www.liwc.net/liwcresearch07.php

Cognitive complexity = zexcl + ztentat + znegate + zdiscrep zincl
Depression = zI + zphyscal + znegemo – zposemo
Liar = – zself – zother – zexcl + znegemo or
Honesty = zself + zother + zexcl - znegemo - zmotion
Female = zself – zsixltr +z other + znegate – zarticle – zpreps + zcertain + zsocial + zpresent – zspace – zoccup + zhome – zmoney
Aging = zposemo – zI + zsixltr + zcogmech + zexcl + zfuture – zpast – ztime
Presidential = zsixltr – zwps – zunique – zpronoun – zself – zyou – zother – znegate + zarticle + zprep

Slatcher, R.B., Chung, C.K., Pennebaker, J.W., & Stone, L.D. (2007), Winning words: Individual differences in linguistic style among U.S.
presidential and vice presidential candidates, Journal of Research in Personality, 41, 63-75.

43

IFTTT
• cloud-based web workflow creator building on
existing social APIs creating an aggregation of
sophisticated and distributed tasks.

• If [this thing happens on one service], then
[do that on another service].

• IfThisThenThat lets all online stuff work
together to do more interesting stuff.

Example recipes or patterns
• FourSquare checkins to show up in my Google Calendar
• When Facebook profile picture changes, update Twitter profile picture.
• Syncing Google+ public posts to Twitter
• Download all attachments from gmail (to Dropbox)
• Starred Google Reader to Note
• Keeping all the images you upload to FB photos in one safe place
• Twitter fav to evernote
• When a new book is added to Kindle Top 100 Free eBooks, send me an email.
• Store favorite videos #video #dropbox
• Add email photo to wordpress blog
• flickr2twitter
• Gmail me '10 Things To Know This Morning'
• Receive email when Rain Or Snow Is coming
• Send Facebook Photos That You Are Tagged In To Dropbox
• Create An Evernote Archive Of Your Tweets

TwentyFeet – Aggregation of Social Stats
• Twitter • bit.ly dashboard
– Key Performance Indicators
– Reputation indicators – Referrers
– Conversations – Targets
– Following analysis
– Lists • Google Analytics dashboard
– More details

• Facebook
– User's friends or Page's fans
– User's conversations

• YouTube
– Key Performance Indicators
– Videos and Subscribers
– Ratings
– Viewers – Gender
– Viewers – Age
– Viewers – Location

Word Clouds
• Head over to Wordle to pull data from some of the RSS feeds you
experimented with earlier, web page or Delicious bookmarks. Wordle
allows you to revisit a Wikipedia entry or any feed providing a word cloud.
The word size represents the frequency of occurance.

• Visualising the trends in text data, communicate aspects of the text not
previously recognized with visual impact. Other options exist to allow
change of colour or font. Analysis of blog postings or tweets over a period
of time reveals patterns not previously considered. This simple approach
allows the incorporation of qualitative social data with existing reporting.
In a similar vein, try Tagxedo and Tagcrowd for your social data sources of
choice.

• TweetStats is easy to use by entering any Twitter handle. This allows
comparison between different users. To understand what the tweets are
about get an idea of what you tweet about TweetStats provides access to
a “Tweet Cloud” and a “Hashtag Cloud” showing the most frequent
terms, user names and hashtags.

Psychology of Words
• Linguistic Inquiry and Word Count (LIWC)

• Perform linguistic analysis liwc.net/liwcresearch07.php

• Analyze words (www.analyzewords.com)
– Emotional
– Social
– Cognitive

• TweetPsych uses both LIWC and RID (Regressive Imagery
Dictionary) to determine the mental characteristics of the
person writing tweets

Social Network Representation
• Primary focus is actors & relationships # actors & attributes

• Nodes (Actors) connected by Links (Ties/relationship or edge)

Adjacency list
• Links represent flows or transfer
– material goods or information 1 1: 2
Graph or 2: 1, 3
sociogram
2 3: 2
3
Adjacency matrix
1 2 3
Actors 1 0 1 0 Relationship
2 1 0 1 1 = presence of link
3 0 1 0 0 = no direct link

Key Network Measures Diana’s
Clique
krackkite.##h (modified labels)

• Degree Centrality
• Betweenness Centrality
• Closeness Centrality
• Eigenvector Centrality
Connector
(hub)
Contractor ? Vendor

Broker

Boundary spanners

Extracting Social Networks from E-mail

– Most used on-line communication application
– E-mail is a semi-structured document
• Header for sender identification
– Form: ‘Bill Stoddard’ <reddrum@attglobal.net>
• Subject
• Receiver
• Date & Time B A
• E-mail body is an unstructured format
– Ontology & NLP is necessary M
B A
e
C
M
e B
A
C

M
e
C

Facebook and LinkedIn Visualisation
• Take a few minutes to visualize your Facebook networks using any/ all:

– vansande.org/facebook/visualiser/
– www.touchgraph.com/facebook
– http://apps.facebook.com/friendwheel/

• Extraction of Facebook data

– http://apps.facebook.com/namegenweb/ or netvizz

• The linkedIn visualisation

– inmaps.linkedinlabs.com/network

MyWebCareer
online service discovers, evaluate, and manage online data to assist your professional
online brand. The online footprint comprises references on corporate websites, blog
posts, press releases, and business/social network profiles. The service uses link
analysis, visualization, and semantics technologies to rapidly evaluate and explore
your professional data.

The output is linked to allow exploration of a merged view across multiple social
networks, Web properties and search engines. The analytics provides reporting on:

Merged Career and Social Graph: Breakdown of People & Company Connections
 LinkedIn: Top Connected Companies
 LinkedIn: Top Connected Industries
 Facebook: Top Connected Companies
 Search Results: Themes
 Search Results: Companies
 Search Results: People
 Search Results: Product & Technology

Suspect List, Data Sources & Killer Profile
• Police Incident reports (multiple jurisdictions)
• Phone records
• Financial information
18,000,000 • Intelligence information
• Interviews with :
– Witnesses
– suspects
– confidential informants
• Satellite imagery

230 • probably drove a four wheel drive vehicle
to access the remote bush tracks

• had some knowledge of the forest

• the same gun was used to kill two
victims.
(A rare US-made Ruger 10/22 rifle)

18 million
32
– RTA vehicle records
– Gym memberships
– Gun licensing
++

Network Structure:
Connectivity of 171 Marketing Researchers

Core Members - 57 Net Core Network
Actors Positioned 2 Steps from Central Actor
MS AL EG BN FLR

V V MLD AL EG BN FLR
V
WL
V
DA GLE SI HB
WI WD V V
MDR V V V WL
YL
V HH
DA GLE SI HB
HCP
DS MK
FD WI WD
PAC
BR NP
V MLG MDR V V V
G V
SA
TP
HV
YL
HL JJ V
V HH
V
APH AH
WDT
FD
SD V V
SM
HAL PAC
V
MOK
V V MLG
AK RT FW
TJA G V
TJ V
GHG HEP
V
MP SA
HM HV
V V
V
MT HL JJ
MF CB V
WK
V V
V V FP APH AH
SR V
SPR CAL
GP V
JN
V
V
V SD V V
PRJ
BP
V SM
V HAL

Hypothesis
What Happens if We Take Out JJ ?

MS AL EG BN FLR

V V MLD
V
WL
V
DA GLE SI HB
WI WD
MDR V V V
YL
V HH

FD DS MK

PAC
V MLG
G V
SA
HV

V
V
APH AH

V V
HAL

NodeXL - Excel 2007 template for viewing and analyzing network graphs

www.codeplex.com/NodeXL

Connectors
• People with • Roles

– broad and wide social – Information/knowledge
networks sources and
dissemination
– frequently communicate
– Social pressure in
– credible influencers creating group norms

– Interested in discovering – Social support in trying
and telling other about and using new things.
relevant new ideas
Gladwell, Tipping Point

April 2010 “Peer Influence Analysis”
Two Types Of Mass Influencers

Tipping Point – Malcolm Gladwell

Type of person Characteristic

Mavens Message givers

Connectors Social glue

Salespeople Persuaders

Do influentials really exist ?
“If word of mouth is like a radio signal broadcast over the
country, Influentials are the strategically placed transmitters
that amplify the signal, multiplying dramatically the number
of people who hear it.”

Keller & Berry, in The Influentials, 2003

“Cascades do not succeed because of a few highly influential
individuals influencing everyone else, but rather on account
of a critical mass of easily influenced individuals influencing
other easy-to-influence people.

Watts & Dodds, Journal of Consumer Research, 2007

Klout and influence
A variety of online measures are available for assessing
influence in topical areas. The most well known measure in
social networks is Klout providing measures of influence
based on Facebook and Twitter.

Review the Klout scores for:
@lifeguardhoppo
@lindadee
@Misslindadee

Clicking, checking or new users ?
Create a spreadsheet indicative of your Facebook page with
suitable parameters for:
Unique Visitors per month
Checking visits per person month
Clicking FB pages per person per visit per month
Total Page Views
Time spent on FB per month for your entry/site
Total page views = f (visitors, checking and clicking)
Review the number of page views as a result of:
Additional users, additional visits per month or additional page
views per visit.
In the absence of any figures available to you use:
100,000 visitors, checking 7 times per month and clicking 20.

More Clicking, Checking or New Users ?
More checking =>
Comments
Forums
RSS feed
New content at random timing
Email alerts (non-real time)

More clicking =>
Display random content

Social TV – Session 2 Flight of Conchords

An early example of converging social media and television is the
flight of Conchordes.

In 2009 HBO used social media to build buzz for the season 2 show
the flight of the Conchords. A "lipdub" contest
(www.youtube.com/flightlipdub) encouraged fans to upload videos
of lipsyncing to "Hiphopopotomas vs. Rhymenoceros."

The best of the clips from 200+ submissions were edited together
into one "fansterpiece" (masterpiece) for airing on tv.

Amazingly, no lavish prizes exist for the winners just ten seconds of
fame. The activity used Facebook, Digg, Twitter, Delicious, and
friend emails to spread word-of-mouth across social networks. The
current Facebook page has well over 1 million fans.

Week 2 stats

• Total Researchers: 371 (+71 since last week)

• Total Active Data Collections: 262
– (169 Streaming, 59 REST, 34 Curated Collections) (+37)

• Total finished Data Collections: 36 (+23)

• Total number of tweets in Database: ~33,234,149 (+15m)

• Total number of users in Database: ~14,437,195 (+7m)

• Number of tweets including the word “bieber”: too many
• Database size: 28.7 GB (x2)

• Current rate of growth ~ 15 million tweets a week… or about 15 gigs a week.

Launching a Social Network Service
(community)
0. Mobile
1. Photos, Videos, Latest Activity, Members, and Events
2. Keywords for discoverability
3. Welcome centre
4. FAQs
5. Moderation e.g. suspend members, own user moderation
6. Kick start with champions/evangelists/passionates
7. Latest activity
8. Giveaways e.g. book from authors/guest visiting library
9. Monitor registrations
10. Members/volunteers as moderators
11. Link to main web site
12. Promote content via email, Twitter & Facebook
13. Share content on Facebook

Social Objects
• Blogging
• Business
• Dating
• Pets
• Photos
• Videos
• Religious
• Social/Entertainment

The benefits of social
community

brand equity social
build enduring and
intimate brand
commerce
relationships accountable commercial
outcomes
Own
community

knowledge research &
management development
generate, aggregate, disseminate generate ideas, develop insights, test
organisational knowledge strategies

Leveraging community
coupons
recommendations people who
peer rating bought this
forums
and reviews
customsupport loyalty
@twitter.com wish lists clubs
brand strength social
Facebook like newsletters
build enduring, positive commerce loyalty
and intimate brand accountable commercial
relationships outcomes clubs network
Own marketing
Community incentives

targeted
knowledge
insights & development member
wiki management generate ideas, develop insights, test
generate, aggregate, disseminate strategies, track and measure brand surveys
organisational knowledge health
feature
knowledge guided wishlists
base chat
user Pilot studies feature
ratings (prototype ratings
samples)

Community – Intellectual Disability
Sources of Funding
(Version 1)
 Quality Services
 Raising Awareness
Family Service
Networks Providers Research

150 employees
Intranet under
development Knowledge
Base of Dialogue

Social
Practices of similar organisations Conversations
e.g. UK, USA, Australia
Conversation calendar
Ad Hoc /special meetings: FAQs

1. Dialogue with other service providers
2. Allied health conversations Donations
3. Sharing experiences Funds
4. Events
5. Questions and responses
6. Family support network
UN rights for Disability Regulatory Framework

Social CRM
Social Networking Platforms And
Online Group Services

1. Member profiles
2. Blog: Collaborative blog
3. Forum discussion
4. Shared calendar
5. Photo galleries
6. Video

Gartner Magic Quadrant for Social CRM
(June 2010)
nouhailler.wordpress.com/2010/10/15/social-
networking-platforms-and-online-group-services/

Free Open Source Social Network Engines
Elgg Open Source – www.elgg.org

• open source is often difficult to set up (pretty normal for free)
• Elgg is an open source social networking platform
• Plugin-in based widgets and additions
• No coding required if you don’t want to
• Coding possible if you want to
• some LAMP knowledge required
• Profiles, Activity streams, (micro) Blogging, Groups &
Discussions, Pages, Photo & Video Gallery…

Real-time updates :
on site, groups and channel activity.

Rich, informative profiles for
employees, managers and partners

Existing Implementations

Government Businesses
* Oxfam
* The Executive Lounge
* Royal College of British Architects
* Australian Government * Hedgehogs.net
* British Government * Hill and Knowlton
* Federal Canadian Government * Institute of Executive Coaching
* MITRE * Interactive Games & Entertainment
* New Zealand Ministry of Education Association
* State of Ohio, USA
* Live Out There
* The World Bank
* UNESCO * UnltdWorld
* United Nations Development Programme * Wiley Publishing
* Canadian Employment and Immigration
Union
* Tides Canada

Popular “Out of Box” Own Brand
Community Platforms

• Elgg

• Social Engine

• Ning

Community Manager

Serve customers through listening and responding to needs vs marketing or advertising.

Focus on launching and growing the community through:

Invite creators and influencers to become charter members of the community

Create evangelists through providing exclusive access to new information,
attendance at pre-launch party and have them provide feedback for future initiatives

Start community with conversations and have community manager encourage sharing
stories of problems, overcoming issues and successes

Ensure community can be readily found with links from web sites, blogs
and other popular social media.

Accelerate community adoption through existing marketing efforts including
emails newsletters and create a sense of urgency.

97

our mission is to invent the next generation of ecommerce:
integrated experiences that leverage the store, the
web, and mobile, with social identity being the glue. We are
at an inflection point in the development of retailing. Social
media and the mobile phone will have as profound an effect
on the trajectory of retail in the early years of the 21st
century as did the development of highways in the early
part of the 20th century. @WalmartLabs, which combines
Walmart’s scale with Kosmix’s social genome platform, is in
a unique position to invent and build this future.
May 3 , 2011 , http://anand.typepad.com/datawocky/

Klsmmp day2

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