Postgraduate Management Consulting

1. Patterns of Social Media Marketing Practice
suresh "frequent reader"
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 scuzzy55
Geektoid Mangala
suresh.sood@uts.edu.au
http://www.slideshare.net/ssood/nfp-march-2012

2. Agenda
1. Intro/research activities
2. Trends and prediction marketing
3. Storytelling and words (junk)
4. Engagement & activism
5. Psychological theories
6. Being social (x2)
7. New jobs and opportunities
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3. Social Media  Change
• Align with company strategy
• Encapsulate company strategy as keywords
• Social media policy or guidelines and implementation
• Prioritise internal changes with potential across entire company
• Listen to competitors and customers to identify change
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4. The opportunities of social media marketing practice
brand equity Social commerce
build enduring and accountable commercial
intimate brand outcomes
relationships
Social
media
marketing
research & development
knowledge generate ideas, develop insights,
test strategies
management
generate, aggregate, disseminate
organisational knowledge
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5. Social Media Marketing Practice 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
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6. 6

8. Social CRM integrates social data
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9. Aquarius,Aries,Cancer,Capricorn,Gemini,Leo,Li
bra, Pisces, Sagittarius,Scorpio,Taurus,Virgo
An-Verb,An-Vis,Hol-Verb,Hol-Vis
A&F,Beijing ,Gucci,LVMH,New York,Old
Navy, ,Paris, Sydney, Tiffany, Tokyo,
Tommy, Versace
Depriv/Enhance,Enhance/Depriv
Africa,Argentina,Australia,Australia/Hong Kong,
Austria, California, Canada, China, Egypt,
England, Finland, France Germany, Guernsey,
Holland, India, Indonesia, Ireland , Israel, Italy ,
Japan, Kuwait, Malaysia, Nepal,Paraguay , Ambivalent, Employee, Opposer, Reporter, Supporter
Philippines, Phillipines, Portugual, Saudi Arabia, 11. Committed Partnerships, 12. Compartmentalised
Singapore South Africa, Spain, Sweden, Taiwan, Friendship,13. Childhood friendship,14. Courtship,15. Fling,
Thailand,UK ,USA 16. Secret-Affair, 17. Enslavement , 2. Marriages of
Convenience,3. Best Friendships,4. Kinships, 5. Rebounds/
Avoidance-Driven,6. Courtships,7.Dependencies 8. Enmities,
9. Love-Hate (Sweeney and Chew)

10. 10

11. …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)
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12. Theory and Research on Consumers’ Reports of Interactions with Brands and Experiencing Primal Forces,
Suresh Sood, 2010
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14. The Blackbaud Index of Online Giving
http://www.blackbaud.com/bb/index/bb-online-index.aspx

15. Key Findings -NFP Social Networks US Benchmark Report 2011
• Facebook
– 89% of NFPs (97% of international service organisations)
– Average community 6,376 (environmental/animal groups 8,490)
– 46% contribute $1 to 10k
– 0.2% generate >$100k
– “Master Social Fundraisers” with 100,000 members dedicate 2+ employees
• Twitter
– 57% of NFPs
– Average community size 1,822
• LinkedIn
– 30% of NFPs
• New Social
– Foursquare (4% of NFPs)
– Jumo philanthropy/volunteering (1%)
• House Social Network i.e. white label
– Average community size 5,967

16. IP TV & Mobile - 2014
Connected TV Shipments to Grow at CAGR of 58 Percent through 2014 with the
Asia-Pacific region is the driving force, with CAGR of over 60% and representing
almost half of global shipments by 2014.
Gross transaction value of mobile payments in Asia Pacific to
rise to $316 billion in 2014. According to forecasts, the combined
global market for mobile payments is expected to exceed US$1
trillion by 2014, with over one billion users in that year.
Share with friends. Boxee makes it easy for friends to share their favorite
movies, TV Shows, and songs with each other, on Boxee or on social
networks like Facebook and Twitter.

17. Google Flu Trends:
Using Intentionality Data from Search

18. “…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)
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19. 3
6
A
£ 1000 £ 150
2
4 5
7
Textualizing the Contexts
1. Pollee shopping in store at Beauchamp Place and
1 spots a Versace coat on sale for very low price that
she is able to try-on because no anti-theft device 8
is attached to the coat; Versace’s image sits on top
of Pollee’s head.
2. After buying coat, Pollee goes to Rigby & Peller
and buys luxury-sexy lingerie.
3. Pollee calls boyfriend and buys takeaway food to 9
take to his place.
4. Pollee stops at loo and transforms in to a Siren by…
5. Taking-off dress and wearing only coat with lingerie
to surprise boyfriend.
6. Pollee talks to boyfriend on cell phone.
7. Police stop Pollee for talking on cell while driving.
8. Pollee explains wearing coat in summer by telling
officer that she is traveling to a vicars and tarts party.
9. Pollee arrives home to see her boyfriend watching
football on TV; takes off coat, shows him her
transformation; they embrace and have sex.
Textualizing the Visual Contexts of Pollee’s Shopping, Buying, and Using Versace Cashmere Coat/Lingerie
Source: Original visual structure that follows from Figure 3 template in Woodside, Sood, and Miller (2008)

20. D
+
Story enactment, gist, that follows Siren plot and consumer-brand unconscious/conscious interactions
Stage 5 Stage 4
B
Stage 6 C
Line of consciousness / unconsciousness
Stage 3
A
Brand, visual message, and
Stage 1 mono-scenic story
Stage 2 portrayal
Consumer, Pollee, with unconscious/
conscious desire to enact archetype
Archetype: Siren
Brand and Consumer Interacting in Storytelling Production of Siren Archetype
Source: Original visual structure that follows from Figure 3 template in Woodside, Sood, and Miller (2008)

21. How Social Media Supports the Myth of Paris
Casablanca
“We'll Always Have Paris”
City of love , city of lights,
Lamps, Eiffel Tower,france,
night, street, notredame,
landmarks , museums &
bw, church, architecture, galleries, Cafés, coffee,
conversations, friendship,
toureiffel, city, cathedral,
louvre, museum
artists, lovers, philosophers
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22. Tag Cloud of Paige’s Story About Travel to Paris
Created from Daniel Steinbock’s TagCrowd under Creative Commons ©
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23. Elaboration of Trip to Paris Blog Story (Means-End & Heider)
Woodside, Sood & Miller 2008 When Consumers and Brands Talk Psychology & Marketing
18."We went on Fat
17. "I wanted Paige to get a feel Tire's day trip to
+ 19....."I know Paige will
for shopping experiences that Monet's gardens and treasure the memory of
she would not have at home (aka house in Giverny, about this girl's trip for many
the ubiquitous mall). " 16. "On our trip to Giverny, we met a young an hour outside Paris."+ years to come."
woman from Brisbane, Australia who was
traveling on her own and we invited her to join
us. Three of us enjoyed delicious and
innovative soufflés, while Paige had the rack of
3. Paris
lamb. We shared two dessert soufflés, one 11.Sites
+ chocolate and the other cherry/almond. Yum" •The Marais
•Notre Dame
•L'Arc de Triomphe - 248 steps up and 248 steps
+ down...
1.Gayle 15." Michael Osman is an American artists •Champs Elysee
living in Paris." •Jacquemart Museum
"He supplements his income by being a •Louvre Lite
+ 2. Paige
tour guide." I" found out about him on
Fodors"
•Musee D'Orsay
•Les Invalides, Napoleon's Tomb and the
"So I engaged Michael for two days." Napoleon Museum
•Sacre Coeur
•Monmartre
+ 14. "They had decide to come to Paris •Rodin Museum
to find the Harley Davidson store so •Pompidou Museum
they could buy Harley Paris t-shirts." •Train to Vernon, bike to Giverny with Fat Tire
4.”The occasion
Bike Tours
was my cousin 5. “I am a Canadian
•http://www.fattirebiketoursparis.com/
Paige’s 16th” and get by in
13."The father stretched out his cupped •Eiffel Tower
French.”
hands which held all of the pieces they were
able to recover, including the memory stick
and he very solemnly said, "El muerto...".
6. "All I can say is WOW! We rented a 2 9. "I bought a Paris Pratique pocket-sized book at a
bedroom, 1 ½ bath apartment (two 12. Unforgettable Memories Metro station. This handy guide has detailed maps
showers), "Merlot" from ParisPerfect "This trip had so many memories, but here are a few choice of each arrondisement, as well as the metro lines,
http://www.parisperfect.com/ and boy was highlights........On our very first night, knowing that the Eiffel the bus lines, the RER and the SCNF (trains). I'll
it ever perfect! " Tower light show started at 10:00 p.m.... she [Paige] dropped never be without this again."
her camera…down 6 flights…we were stunned…Spanish
Family below standing below [with pieces of the camera]”
7. “We had a full view of the Eiffel from 10."Six months before our trip, I gave
our charming little terrace. ....We were 8. "We were walkable to many good Paige a couple of good guide books on
within walking distance to two metro bistros, cafes and bakeries and only a Paris and suggested she let me know
stops (Pont d'Alma or Ecole Militaire) " few blocks from the wonderful market what her interests were since after all, 23
street Rue Cler." this was to be her trip."

24. Linguistic Inquiry and Word Count (LIWC)
Text Analysis : The Psychological Power of Words
LWIC dimension “I love Paris” Personal texts Formal texts
Paige’s Story
Self-references 6.12 11.4 4.2
(I, me, my)
Social words 10.55 9.5 8.0
Positive emotions 3.04 2.7 2.6
Negative emotions 0.54 2.6 1.6
Overall cognitive words 4.12 7.8 5.4
Articles (a, an, the) 7.74 5.0 7.2
Big words (> 6 letters) 18.40 13.1 19.6
Pennebaker, J. W., Francis ME, Booth RJ. (2001). Linguistic Inquiry and Word Count (LIWC):
LIWC2001. Mahwah: Lawrence Erlbaum Associates.
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25. 25

26. 26

27. Iconic Sites & Scenes from Paris Blog
• Eiffel tour night show
• The Marais
• Notre Dame
• L'Arc de Triomphe - 248 steps up and 248 steps down...
• Champs Elysee
• Jacquemart Museum
• Louvre Lite
• Musee D'Orsay
• Les Invalides, Napoleon's Tomb and the Napoleon Museum
• Sacre Coeur
• Monmartre
• Rodin Museum
• Pompidou Museum
• Train to Vernon, bike to Giverny with Fat Tire Bike Tours
www.fattirebiketoursparis.com/
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28. Marketing & Advertising Strategy Implications the Story of Paige
• Story told in natural city setting
• Assume Paris = brand
• Brand is supporting actor enabling Gayle to achieve her goals of
showing Paris to Paige (conscious) and help her coming of age
(unconscious)
• Builds favorable consumer brand relationship:
best friendship (Fournier 1998)
• Show someone Paris:
Share experience,teacher-student,”fairy-godmother” or be the
tourist guide
• Use social relationships to sell cities
• Interpersonal relationships (people travel with people)
• Near conversational interaction with brand:
story is called “I love Paris”
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29. Brand Equity - Conversational
Conversation Gap - Vacation and Paris 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
* Total identified blogs: 99,181,005 @ 18 December, 2008
Paris – Equity Share Analysis of Attributes
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
* Total identified blogs: 151,048,780 @ 24 November, 2010 29

30. March 2011 “Online Australians Shift To Social Networks”
Most Online Australian Adults Use Social Media Regularly
Increasing social
media engagement
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31. Social Trash Cans, City of Lucern (Switzerland)
Source: Neue Luzerner Zeitung Online, 11. Mai 2011
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32. Marketing Moves to Citizen Facing Systems & Relationships
Food Safety Offences (www.foodauthority.nsw.gov.au/penalty- notices/)
publishing breaches in food safety to the citizens of New South Wales in
Australia.
Patient Opinion (www.patientopinion.org.uk/) facilitating
dialogue between patients in the United Kingdom and the
National Health Service
Toronto, MyBikeLane (toronto.mybikelane.com/)
reporting bike lane violations in Toronto. Little
Bee is top offender. So far, zero violations at
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http://sydney.mybikelane.com/

33. Communities and Networks – New Models & New Practices

35. Social Gesture
• @ • Like (Facebook)
• Block • Share
• Bookmark • Pokes
• Check-in (Foursquare) • Retweet
• Comments • Reblog
• #tags • Status update
• (Un)Follow • (Un)Subscribe
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36. 6 Ways to Make People Like You
1. Become genuinely interested in other people.
2. Smile
3. Remember that a person's name is to that person the sweetest and
most important sound in any language.
4. Be a good listener. Encourage others to talk about themselves.
5. Talk in terms of the other person's interests.
6. Make the other person feel important - and do it sincerely.
Carnegie, D. (1937), “How to Win Friends and Influence People”

37. Social Psychology
1. Reciprocity: we want to repay, in kind, what another person
has provided us
2. Consistency: desire to be (and to appear) consistent with
what we have already done
3. Social proof: to determine what is correct find out what other
people think is correct
4. Authority: deep-seated sense of duty to authority
5. Likeability: we say yes to someone we like
6. Scarcity: limitation enhances desirability
Robert B. Cialdini, Influence: The Psychology of Persuasion (revised; New York: Quill, 1993)
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38. Social Objects
“Social Networks form around Social Objects**, not the other way around”.
(** Term attributed to Jyri Engstrom) MacLeod Hugh (2008) GapingVoid.com
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39. 39

40. Wine Communities
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41. 41

42. 42

43. 43

44. 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
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45. Evil Plans: Having Fun on the Road to World Domination
by
Hugh MacLeod (Kindle Edition - Feb 17, 2011)

46. New Generation of Social Platforms
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47. The largest funding platform for creative projects in the world
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48. Blendtech
13,739,783
“United Breaks
Susan Boyle
Guitars”
86,884,904
11,673,006
Old Spice KONY 2012
The Man Your Man 79,574,419
Could Smell Like
40,304,245
** views current as at 16 March 2012 48

49. UNICEF/Oxfam Haiti YouTube emergency case study :
Priority vs. Quality
• Ewan McGregor UNICEF for the children of Haiti (21 Jan)
• Ian Bray Oxfam Haiti emergency appeal (13 Jan)

50. How to Participate in Conversations
• Conversational calendar
• Keywords/Vocabulary online & offline
• What topics do your customers care about ?
• What topics are trending in your industry
• Monitor existing social media via dashboard e.g. Fb or Twitter
• Use complaints or opportunity to discuss solutions
• Become an expert providing service through social exchange
•
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51. First Step Monitoring [Brand] Conversations & Tips
• 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
• 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 Twitter streams
• Start immediately (~3 mins) with Netvibes and vocabulary
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52. http://www.harringayonline.com/

53. 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
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55. Community Manager
Serves all company departments
Converse with 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.
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56. Social Operating Strategy # Social Media Policy
• Policy is good substitute when you do not have purpose
• Why should anyone show interest in our cause?
• Outline what works and why different from traditional marketing
• Provide associates with ideas for conversations
• Just one voice or everyone ?
• Consistent voice talking to a single donor
• Best practice rules of engagement:
http://www.intel.com/content/www/us/en/legal/intel-social-media-guidelines.html
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57. Social Media Planning, Engagement & Optimisation
Community Development Measure
A. Review Business Strategy E. Policy Development • Design and build communities Blogs
• Goals • Blogging & microblogging • Best practices for engagement • Traffic
• Culture
• Monitor • Post frequency
• Plan for F. Bootcamp • Identify opportunities • Comment traffic
stakeholder/executive buy-in • Best practices overview • Links/Trackbacks
• Upcoming • Policy overview Multimedia • Technorati/Alexa/Other
initiatives/campaigns • Tools training • Video (scripting, production, • Anecdotal
• Blog platform editing, using our in-house • Awards
B. Assess Online Inventory • Facebook studio)
• Web site and microsites • LinkedIn • Podcast series (video or audio) Microblogs
• Video and audio podcasts • G+ • # Microbloggers (participation)
• Photography • Twitter Social Media Relations • # of followers (impact)
• Press coverage • Other tools • Strategy and best practices • # Quality of followers (reputation)
• Communities
• Outreach/Introductions • # Updates (Presence)
• Blogs (internal and external) Key Deliverables
 Approved Plan w/ Metrics • Social media releases
• Microblogging (Twitter)
 Scope of Work • SEO Performance against deliverables
• External wikis
 Budget Events Offline • Met/unmet
• Communities
 Social media policies • Content development • Trends
• Social Networks  Bootcamp • Plan • Conclusions
• Existing policies
• Logistics Tune
C. Understand Audiences A. Listening • Campaign design • Revise plan
• Investors • Blog monitoring • Social media best practices • Reset metrics
• Board members • Microblogs (Twitter, Yammer) • Followup
• Analysts and influencers •monitoring Toolkit
• Employees • Digital news Tool Recommendation • Radian6
• Customers •Social news • Recommendations adoption • NetVibes (free)
D. Develop Plan Deliverables •Twitter, Tweetdeck, Twhirl, etc.
• Goals B. Engagement  Blog design/layout • BudUrl, Tweetstats, Grader, etc
• Objectives Conversation planning  Community development • Google Blog Search & Analytics
• Focus Areas • Design and layout  Social Network app dev • RSS
• Strategies • Content recommendations/  Video development
 Event development Deliverables
• Tactics editorial calendar  Performance against metrics
 Social release development
• Timing / Owners / Milestones • Ongoing Facebook /G+  Custom Analysis 57
 Knowledge Transfer
• Metrics

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