NFP workshop held at UTS

1. Social Media Marketing Practice GreatMystery14 Suresh S. soody soody www.facebook.com/sureshsood ssood Hero5! twitter.com/soody www.bravenewtalent.com/talent/suresh_sood www.linkedin.com/in/sureshsood GeektoidMangala scuzzy55 suresh.sood@uts.edu.au http://www.slideshare.net/ssood/social-media-mktg-practice-v6-reduced

4. Theory and Research on Consumers’ Reports of Interactions with Brands and Experiencing Primal Forces, Suresh Sood, 2010

5. …Blogs are like conversations with friends. You share what you feel and what excites you about certain things. It's almost as good as being there. The fact that others can Google your topic and read is like tuning into a television station. We all want to know what's out there. Who's doing what, shopping where and what products help others. Blogs are just another way to share all the great things, not so great things and just a part of who we are. An outlet if you will. The blogisphere community is all connect and we make contacts in many ways. Through posts, through twitter conversations, through smaller nit community's, live web casts, and through conferences that we met in person. We make many friends and help each other with lot of topics. Many of us are Mom bloggers who stay at home and have no way of making new friends or communicating with others until we found blogging. Blogging creates friendships and that's what makes us real and connected. 40 year old Mom blogger “nightowlmama” (#260)

6. Social Media Marketing is not Conventional Marketing “a many-to-many mediated communications model in which consumers can interact with the medium, firms can provide content to the medium and, in the most radical departure from traditional marketing environments, consumers can provide commercially oriented content to the medium.” Hoffman & Novak, 1997

7. Agenda 0. 4S’s✔ Social Search Challenge of User Engagement Social Media Marketing - SNA & SRM Content Marketing Tools and Tactics of Social Media Socialgraphics Community Building – Social Network Service Listening to Stories Social Networking – Where to next ? Where will the jobs come from ?

8. Zuckerberg: “We Are Building A Web Where The Default Is Social”(3rd F8 developer conference, San Francisco) Open (Interest) Graph not only social connections between people, but connections people have with their interests—things, places, brands, and other sites. Yelp might create one around restaurants, Pandora might create one around music. Add some “like” buttons and anytime someone likes a restaurant or song anywhere on the Web with a Facebook like button, that information will flow back into the Open Graph. So that Yelp will know what restaurants you and your friends have liked elsewhere and take that into consideration when giving you recommendations, or Pandora with music, and so on. Facebook is taking some of the information that pops up in people’s realtime streams and baking it into the Web. “The stream is ephemeral,” says Zuckerberg. “It is there for a few hours and then it mostly floats away. Services don’t understand the semantic connections between you and that restaurant.” But now Facebook can. Instead of the Web being defined only by hyperlinks (to the benefit of search engines like Google), Facebook wants it to be defined by social connections, likes and dislikes, interests that are coded and machine-readable. “Our goal is to use the open graph so people can have instantly social experiences wherever they go,” he says. The Open Graph is hugely ambitious. Just wait until Facebook plugs in targeted advertising by: Location, Age, Sex, Keywords, Education, Workplace, Relationship Status, Relationship Interests & Languages. The Open Graph API will allow any page on the Web to have all the features of a Facebook Page. Once implemented, developers can include a number of Facebook Widgets, like the Fan Box, or enable the transformation of any Web page so it functions similar to a Facebook Page.

11. Wine Communities

12. Sharing Stories What happens when you tell stories? Two magical things: You build trust with other people in your network, and from there you build empathy…is when you share the emotions that other people have and express. It’s a powerful, deeply primal experience. ShareThis! Deanna Zandt, Berrett-Koehler Publishers, 2010

13. Purpose Motive Linux-Apache-Wikipedia Drive #1: Eat when we’re hungry. Drink when we’re thirsty. Etc. Drive #2: Respond to rewards and punishments in our environment. Drive #3: We do things because they’re interesting and because they’re engaging and because they’re the right things to do and because they contribute to the world. (!!!) “Our Third Drive, intrinsic motivation, is the most powerful.” Drive: The Surprising Truth About What Motivates Us, Daniel Pink, Riverhead 2009

15. “United Breaks Guitars” Collision of Marketing, Customer Service and PR “They Shake me”

16. What is a Feed Story? A Feed story describes a single specific action between an actor and an object. Examples: "Peter joined the cause Leukemia and Lymphoma Society." "Ari posted a song to Serkan's profile." "Peter thanked Ronnie for his donation." A Feed story contains valuable information that the actor wants to share and others want to consume. A Feed story is well-designed, succinct, and if appropriate, features an attached piece of media that further describes the action or the object of the action. Examples: "Peter joined the cause Leukemia and Lymphoma Society." "<Leukemia and Lymphoma Society Logo> <blurb about the society>" Design Guidelines Feed story body: Shows more details about the action or object. Does not repeat information in the headline. Does not include promotional links or explicit calls to action. Example: "<Leukemia and Lymphoma Society Logo> <blurb about the society>" Action Links: Appear on all stories Feature contextually relevant calls to action Only one action link with a max of 25 chars can appear in a Feed story Cannot contain any formatting characters (like "[", "]", "|") Example: "Comment - Share - Join Cause"

17. The Facebook Newsfeed (Stream) Being able to quickly parse through what your friends are up to, in line, and in reverse chronological order is the cleanest and simplest way to navigate a social net. (The News Feed - A Powerful UI Innovation, Fred Wilson, December 10,2007) Today we're ready to declare The Newsfeed the dominant internet metaphor of the day; the cascading waterfall of updates from your friends, with comments swirling even around those - that model is everywhere now! (Having Conquered Flickr & Yahoo, "The Newsfeed" Is Now the Dominant Info-Metaphor of Our Time, Marshall Kirkpatrick, Read Write Web, October 16, 2008) A method for displaying a news feed in a social network environment is described. The method includes generating news items regarding activities associated with a user of a social network environment and attaching an informational link associated with at least one of the activities, to at least one of the news items, as well as limiting access to the news items to a predetermined set of viewers and assigning an order to the news items. The method further may further include displaying the news items in the assigned order to at least one viewing user of the predetermined set of viewers and dynamically limiting the number of news items displayed. (US Patent 20080040673, Zuckerberg et al.)

18. Agenda 0. 4S’s Social Search ✔ Challenge of User Engagement Social Media Marketing - SNA & SRM Content Marketing Tools and Tactics of Social Media Socialgraphics Community Building – Social Network Service Listening to Stories Social Networking – Where to next ? Where will the jobs come from ?

19. Social Search It could represent a monumental shift in search technology. All major engines analyze the link structure of the Web as a key ingredient in determining what pages are most relevant -- a breakthrough that Google championed when it launched in 1998. A Web page that has a lot of other sites linking to it will rank higher, figuring more prominently in a given search, than one with only a few incoming links. Social search aims to shift power from Web publishers, who create these links, to everyday Internet users by examining their bookmarks or giving them tools to express their opinions. Current technology "delegates to Webmasters to decide what is important for the rest of us," says Bradley Horowitz, director of technology development at Yahoo. "Social search is about democratizing this power.” Yahoo Social Circle by Ben Elgin, January 23, 2006, Business Week

20. Facebook is My Newspaper(Susie Wilkening, http://reachadvisors.typepad.com/ OneRiot.com: Search the realtime web

22. Australia Leads Average Time Spent per Person on Social Media Sites in December 2009

23. Referral & Destination Traffic for April 2010agl.com.au Sites people visit before going to agl.com.au facebook.com (21.19%) google.com (15.57%) google.com.au ( 2.68%) Sites people visit after leaving agl.com.au facebook.com (31.6%) energyaustralia.com.au (< 0.1%) google.com.au (<0.1%)

24. Agenda 0. 4S’s Social Search Challenge of User Engagement ✔ Social Media Marketing - SNA & SRM Content Marketing Tools and Tactics of Social Media Socialgraphics Community Building – Social Network Service Listening to Stories Social Networking – Where to next ? Where will the jobs come from ?

25. Social Media Challenge Low engagement consumer(click on content : limited effort & no content generation ) Bookmarking Clicking a link to share info or start a discussion thread Video or photo viewing Rate a service Touch someone, teleport or gesture via avatar in Second Life (SL) virtual tourist location Microblogging (Twitter) – 140 characters SMS (excludes Australia) Commenting on a blog entry Write a review Create a video blog entry/vlog Build a city in SL, allow avatars to vote on favorite monuments or learn a language High engagement consumer(extra effort spent to create content : take a video, or create an artifact ) Level of Engagement  Brand Signal  Brand Equity

26. New (Story Based) Segmentation The most powerful brand voice amongst consumers Crowdsourcing and Culture Mapping Apps = Segmentation Enablers e.g. Foursquare, Farmville Hearts, Keys and Puppetry – Twitter Fairy Tale Neil Gaiman fantasy Writer 124 Contributors over 8 days 10,000 tweets  874 via editorial curation Marie Lenatupot and Tim Stock, What's next for segmentation? Admap Magazine, Feb 2010

27. Levels of User Engagement Curators Moderate a forum Edit a wiki

28. 0.1 0.003 0 5 0.2 1 95 99.8 99

29. Agenda 0. 4S’s Social Search Challenge of User Engagement Social Media Marketing - SNA & SRM ✔ Content Marketing Tools and Tactics of Social Media Socialgraphics Community Building – Social Network Service Listening to Stories Social Networking – Where to next ? Where will the jobs come from ?

30. A New Way of Marketing ? Social Network Marketing 1:1 Marketing ‘All Customers in a network interrelated’ Segment Marketing ‘All Customers are different’ ‘All Customers in a segment the same’ Shotgun Marketing ‘All Customers the same’

31. Social Network Representation Primary focus is actors & relationships # actors & attributes Nodes (Actors) connected by Links (Ties/relationship or edge) Links represent flows or transfer material goods or information Adjacency list 1: 2 2: 1, 3 3: 2 1 Graph or sociogram 2 3 Adjacency matrix 1 2 3 0 1 0 1 0 1 0 1 0 1 2 3 Relationship Actors 1 = presence of link 0 = no direct link

34. Key Network Measures Degree Centrality Betweenness Centrality Closeness Centrality Eigenvector Centrality Diana’s Clique krackkite.##h (modified labels) Connector (hub) Vendor Contractor ? Broker Boundary spanners

35. How to Commence Identify where social network data and content can/should be integrated e.g. Web site Leverage existing identity and social graphs where your audience hangs, e.g. FacebookConnect Morph CRM  SRM

36. Marketing in an Unpredictable WorldDuncan Watts & Steve Hasker, Harvard Business Review, September 2006 “The implication for marketing executives is that they should de-emphasize designing, making, and selling would-be hits and focus instead on creating portfolios of products that can be marketed using real-time measurement of and rapid response to consumer feedback”.

37. Agenda 0. 4S’s Social Search Challenge of User Engagement Social Media Marketing - SNA & SRM Content Marketing Tools and Tactics of Social Media Socialgraphics Community Building – Social Network Service Listening to Stories Social Networking – Where to next ? Where will the jobs come from ?

38. Agenda 0. 4S’s Social Search Challenge of User Engagement Social Media Marketing - SNA & SRM Content Marketing ✔ Tools and Tactics of Social Media Socialgraphics Community Building – Social Network Service Listening to Stories Social Networking – Where to next ? Where will the jobs come from ?

39. Content Marketing “Content marketing is the art of understanding exactly what your customers need to know and delivering it to them in a relevant and compelling way.” Best practices, case studies, success stories, thought leadership +++ Shift away from media company driven content and toward content created specifically for customers How can we provide a service where the customer says, ‘Wow, you really made this easier for me!’?” Blendtec “Will it blend?” Nike microsites (Nike+)

40. Wikipedia entries well placed on Google Generate articles relating to your organisation,executives and news Monitor articles on wikipedia for reputation management Reference with related entries

41. Content Syndication RSS Social bookmarking sites News Digg.com, Propeller.com, Reddit.com, Mixx.com, Shoutwire, Furl.com Bookmarking Del.icio.us Channel surfing StumbleUpon.com SME Marketing SmallBusinessBrief.com SEO Sphinn.com Content marketing Junta42.com

42. “New Rules of New News Releases” Don’t send news releases only when “big news” is happening find good reasons to send them all the time Instead of just targeting a handful of journalists, create news releases that appeal directly to your buyers. Write releases that are replete with keyword-rich copy. Include offers that compel consumers to respond to your release in some way. Add social media tags so that your release can be found Drive people into the sales process with a news release. David Meerman Scott’s The New Rules of Marketing and PR, 2007

43. Content Practices Millerwelds.com Category killer for welding information Tween Waters Inn (Captiva Island) Fleishman-Hillard BoomerBlog.com & NextGreatThing.com David Lawrence Centre Mental Health & Substance abuse Kitchen Studio of Naples, Florida annporter.wordpress.com/ Maui Wowi Franchisee CoffeesAndSmoothies.blogspot.com Bitemark.com Conversion rate blog Mindjet Pinsent Masons Outlaw.com

44. Article Directories EzineArticles.com ArticleDashboard.com Buzzle.com WebProNews (internet marketing) IdeaMarketers.com ArticleAlley.com ArticleCube.com

45. How to Participate in Conversations Conversational calendar What topics do your customers care about ? Look at Trending Topics Review existing social media e.g. Fb or Twitter Converse via complaints or solution provision

47. Technology & the Books

48. Little Known Tricks

50. Design Tips

51. EcoFriendly Design

56. Social Networking Sites Parse through friends activities forwards & reverse as well as own social gestures Allow users to: Create personal profiles inclusive of location information Write status updates (postings to friends) c.f. blog entries Friends specify updates they like Post photographs, videos, and audio clips Send and receive private messages Link to the pages of friends

57. Popular Social Networking Sites China - QQ, Xiaonei, 51 UK - Facebook, Bebo, MySpace NZ - Facebook, Bebo MySpace USA - Facebook, MySpace, Twitter Korea – Cyworld Japan – Twitter, Mixi.jp Germany - Facebook, StudiVZ, MySpace These social networks exclude popular dating sites e.g. Flirtomatic (UK) and loveonline (NZ)

58. “Elegant Organisation” You don’t start communities. They already exist. They’re already doing what they want to do. The question you should ask is how you can help them do that better. Bring them “elegant organisation”. Jeff Jarvis (2009) quoting Mark Zuckerberg (Creator of Facebook) – “What Would Google Do?” Harper Business

59. “…why social objects are the future of marketing.” (MacLeod 2008) Social Networks form around Social Objects**, not the other way around. (** Term attributed to JyriEngstrom) MacLeod Hugh (2008) GapingVoid.com

60. Tweetdeck

61. AWashing Machine !

62. The Experience Economy Pine & Gilmore, 1999 experiences services goods commodities

63. The marketing of experiences - San Marco, Venezia This docket highlights an AUD100 experience sipping coffee, drinking orange juice and mineral water at the height of summer in San Marco Square. Wow what an experience !The music is what makes it. Supply of music !

64. Like, Comment, & Share The “Like”, “Comment” and “Share” features on Facebook are three good ways to monitor your posts, but more importantly to help spread the word of your events as well as other events that your Tribe would find interesting and relevant. If you don’t want to leave a comment just click on the “like” button If you feel inclined leave a comment. By doing one of these options you are essentially subscribing to any future comments other people may make about this particular posting If you really like the posting and what all of your friends/fans to know about it click on the “share” button.

65. Group Page vs. Fan Page

66. The 12 most annoying types of Facebookers The Let-Me-Tell-You-Every-Detail-of-My-Day Bore The Self-Promoter The Friend-Padder. The Town Crier TMIer (The Much) The Bad Grammarian The Sympathy-Baiter. The Lurker The Crank The Paparazzo The Obscurist The Chronic Inviter

67. Find and recruit staff Create employee groups and pool ideas Create a company profile Network with related professionals Be a Resource Answer Questions as an expert in your field. Provide referrals. Make meaningful connections. Use an Authentic Style in your Profile

68. Guy Kawasaki’s 11 Ways to Use LinkedIn: 1. Increase your visibility 2. Improve your connectability Improve your Google PageRank 4. Enhance your search engine results 5. Perform blind, “reverse,” and company reference checks 6. Increase the relevancy of your job search 7. Make your interview go smoother 8. Gauge the health of a company 9. Gauge the health of an industry 10. Track startups. 11. Ask for advice. (LinkedIn Answers) Source: http://blog.guykawasaki.com/2007/01/ten_ways_to_use.html

69. TREND Motivation to Blog The Journal of Advertising Research (Huang et al., Dec 2007) identified five major motivations for a blogger to blog: self-expression life documenting commenting forum participating information searching The idea of being able to escape the real world Web-based technologies help to unlock existing human needs

70. Linguistic Inquiry and Word Count (LIWC)Text Analysis : The Psychological Power of Words 65 Pennebaker, J. W., Francis ME, Booth RJ. (2001). Linguistic Inquiry and Word Count (LIWC): LIWC2001. Mahwah: Lawrence Erlbaum Associates.

71. VOIP-Podcasting-Webinars VOIP Podcasting Webinars Go To Meeting (https://www1.gotomeeting.com) WebEx (www.webex.com) Live Meeting (http://office.microsoft.com/en-au/live-meeting/) Great Web Meetings (www.greatwebmeetings.com) Acrobat Connect Professional/Personal Web Conferencing (www.adobe.com/products/acrobatconnect/)

72. YouTube Insight – Video Analytics

74. With a laptop and a Web cam or camcorder connectedyou can easily broadcast live from an event

75. Easy to embed in your blog

77. How Web 2.0 Supports the Myth of Paris 70 Casablanca “We'll Always Have Paris” Lamps, Eiffel Tower,france, night, street, notredame, bw, church, architecture, toureiffel, city, cathedral, louvre,museum City of love , city of lights, landmarks , museums & galleries, Cafés, coffee, conversations, friendship, artists, lovers, philosophers

78. Paris Findings A search for Paris, France on Flicker returns well over one and a half million photos and over quarter of a million for the Eiffel tower. You Tube has over 130,000 videos tagged Paris, France Pages of real time Twitter messages Google blog search shows 300,000 blog mentions of Paris, France Over 60,000 entries on Boardreader A virtual world of Paris in Second Life (teleport via slurl.com/secondlife/Paris%201900/8/172/16) Youtube videos include Casablanca (1942) owing to the end of the movie quote “We’ll always have Paris” which breaks free from covering specific destination features of Paris 71

79. Agenda 0. 4S’s Social Search Challenge of User Engagement Social Media Marketing - SNA & SRM Content Marketing Tools and Tactics of Social Media Socialgraphics✔ Community Building – Social Network Service Listening to Stories Social Networking – Where to next ? Where will the jobs come from ?

80. Nielsen 2010 Social Media Report 9 million Australians interact via social networks Content sharing is the most popular activity 4 in 5 Australian Internet users shared a photo Twitter usage grew by 400% in 2009 Nearly 3/4 of Australians read a wiki 2 in 5 Australians interact with companies via social networks

81. Australian Facebook DemographicsSource:checkfacebook.com – 11/03/09 Country Audience 7,176,640 (2.27% of global)

82. A Look at the Numbers Worldwide visitors to Twitter approached 10M in Feb 2009, up 700+% vs. Feb 2008 (Comscore) 60+% stopped using Twitter a month after joining (Neilsen Online, via Reuters) Older than you think! 18-24 year olds 12% less likely than average to visit Twitter 25-54 year old crowd is driving this trend 45-54 year olds 36% more likely to visit Twitter, making them the highest indexing age group Next is 25-34 year olds: 30% more likely Twitter rose to over 800,000 users in June 2009, up from 13,000 in 2008** 2007 ~ 5,000 tweets per day 2008, ~ 300,000 tweets per day 2009 ~2.5 million tweets every day End 2009 Tweet growth 1,400% reaching 35 million tweets per day Feb 2010 Twitter sees 50 million tweets created per day or 600 TPS Source :Measuring Tweets, twitter blog, @kevinweil, viewed July 5 2010 <http://blog.twitter.com/2010/02/measuring-tweets.html>. Source: Reuters reporter Alexei Oreskovic. ** comScore study, June 2009 Reported in Marketing Charts, August 17th 2009

83. LinkedIn over 40 million users on LinkedIn, the number in the UK is fast approaching 2.5 million In the UK alone there are on average 75,000 new users every month! The average LinkedIn user is 41 yrs old and has 15 years experience - the majority being key decision makers in their businesses. Many recruiters have switched from concentrating their focus on job boards (Monster, Jobsite etc) to finding the best candidates on LinkedIn because A) Its free and B) they can search passive as well as active jobseekers.

84. September 2009 “Midlife Australians Flock To Social Media” Forrester Groups Social Media Activities Into Five Categories

85. September 2009 “Midlife Australians Flock To Social Media” Middle-Aged Australians Increased Content Consumption And Use Of Social Networks

86. September 2009 “Midlife Australians Flock To Social Media” Middle-Aged Australians Increased Content Consumption And Use Of Social Networks (Cont.)

87. Go-Nowhere-Gamers “Perhaps worryingly, a new generation will reject travel altogether in favor of gaming, social networking and ‘always on’ media,” the report states. “As in-home leisure is becoming more engaging, a group of young people will emerge who do not go out any more.” Future of Free Time, April 2010

88. Agenda 0. 4S’s Social Search Challenge of User Engagement Social Media Marketing - SNA & SRM Content Marketing Tools and Tactics of Social Media Socialgraphics Community Building – Social Network Service ✔ Listening to Stories Social Networking – Where to next ? Where will the jobs come from ?

89. Free Open Source Social Network Engines Christoph Hechelmann – info@socialnomica.com

91. 04/10 = 2.3 million social networks

92. 04/10 = 20 million visitors a month

93. 04/10 “free – as the future of business”

94. 07/10 = 1.7 million social networks

99. platform facilitates carpooling and carsharing put passengers in touch with drivers – who are free to put a price on the rides they offer 100,000 passengers find rides through Comuto per month traffic has doubled since volcanic eruption in Iceland

100. Launching a Social Network Service 0. Mobile Photos, Videos, Latest Activity, Members, and Events Keywords for discoverability Welcome centre FAQs Moderation e.g. suspend members, own user moderation Kick start with champions/evangelists/passionates Latest activity Giveaways e.g. book from authors/guest visiting library Monitor registrations Members/volunteers as moderators Link to main web site Promote content via email, Twitter & Facebook Share content on Facebook

101. Monitoring Brand Health Social Media Dashboard All social media sources relating to brand RSS technologies Mashups (e.g. YouTube, Flickr, Twitter, Nielsen, Google ) Weak Signals Twitter early warning in advance of blogging 89

102. Agenda 0. 4S’s Social Search Challenge of User Engagement Social Media Marketing - SNA & SRM Content Marketing Tools and Tactics of Social Media Socialgraphics Community Building – Social Network Service Listening to Stories ✔ Social Networking – Where to next ? Where will the jobs come from ?

103. 8 Levels of Social Media Analytics http://manobyte.com/blog/index.php/2008/11/what-is-social-media-analytics orginally adapted from Davenport T (2007), Competing on Analytics

104. Brand Equity - Conversational Conversation Gap (Rubel 2005) Brand share of the online conversation Gap between the total number of conversations about a category and the proportion which mention the brand operating in the category Equities of a Brand (Stein 2006) Topics being mentioned in conversations about a brand with equity share corresponding to the frequency at which each topic is mentioned See pp 115-116 Cook, N 2008. Enterprise 2.0 Hampshire,England: Gower Publishing 92

105. Conversation Gap - Vacation and Paris 93 * Total identified blogs: 99,181,005 @ 18 December, 2008

106. Paris – Equity Share Analysis of Attributes 94 * Total identified blogs: 99,181,005 @ 18 December, 2008

107. Blog Mentions Sydney Opera House, TaJMahal & Great Wall China A review of the blogosphere on 8 June 2010 reveals 126.87 million blogs

108. Monitoring Tips Set up comprehensive Google Alerts Set up a feed reader with relevant blogs and new feeds Use Twitter Search to follow hashtags and keywords in Twitterstreams

109. Measuring Tips URL shorteners like http://bit.ly These services track the number of clicks. If you post a link on multiple social media sites, associate a unique short URL with each site. This can help you to determine variances in your community members across sites. Google Analytics Tracks top referral sites – including social media Number of unique visits Average amount of time per visit Bounce Rate Can help you develop metric benchmarks for envisioning success

110. Toolkit iGoogle as your home page Google Blog Search Twitter Search and TweetGrid BackType FriendFeed GoogleReader and PostRank

111. Agenda 0. 4S’s Social Search Challenge of User Engagement Social Media Marketing - SNA & SRM Content Marketing Tools and Tactics of Social Media Socialgraphics Community Building – Social Network Service Listening to Stories Social Networking – Where to next ? ✔ Where will the jobs come from ?

112. Social Media Development 2009 2011 2010 Adapted from Altimeter Group

113. Social Learning

114. Social Travel

116. Green shows top 5 tasks weighted on multiple factors (importance, frequency, etc.)Get pictures or imagery of a vacation destination or a local area Research and plan a trip in a foreign country Organize and plan a last minute getaway Share your itinerary with people you know when planning a trip, for coordinating plans and adding to calendars (mobile) Find a condo or home to rent for a vacation

118. Agenda 0. 4S’s Social Search Challenge of User Engagement Social Media Marketing - SNA & SRM Content Marketing Tools and Tactics of Social Media Socialgraphics Community Building – Social Network Service Listening to Stories Social Networking – Where to next ? Where will the jobs come from ? ✔

119. Social Engineering Attacks Malicious software (malware) is installed into a computer fixed or mobile − to collect personal information over time. Computers or mobile devices are hacked for personal data. Phishing criminals use deceptive e-mails to get users to divulge personal information, includes luring them to fake bank and credit-cards websites. “Pharming”: using deceptive e-mail messages to redirect users from an authentic website to a fraudulent one, which replicates the original in appearance. “SMiShing”: sending text messages (“SMS”) to cell phone users that trick them into going to a website operated by the thieves. Messages typically say that unless users go to the website and cancel, they will be charged for services they never actually ordered. “Spear-phishing”: impersonating a company employee/employer via e- mail in order to steal colleagues’ passwords/usernames and gain access the company’s computer system. ID thieves misuse victims’ personal info.

120. 107 Inappropriate Contact with Strangers and Bullies Public info: Name, Profile Picture, Current City, Gender, Networks, Friend List and Pages.

121. Social Strategy: How do we do it? Strategy, Management, Resources

122. 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.

123. WHAT DO CUSTOMERS WANT ? A Relationship Promptness Promises Kept Kept Informed Follow Up No Surprises Do It Right First Time Accessibility Responsiveness Knowledgeable People Source : Ray Kurdupleski, (ex-AT&T) & Universal Card Services case study, Bradley T Gale, “Competing on Value”

124. Caution! “Children never put off till tomorrow what will keep them from going to bed tonight” ADVERTISING AGE