Agency POV and strategic overview of the business impact of new digital social channels on engaging with customers, branding, participation in the reputation economy. Considers commercial and enterprise domains, as well as the evolution of social media toward social busienss and models such as co-creation.
Sections:
Overview of Social Engagement and Business Implications
Examples of
Measuring the Social Landscape
Getting Started In the Conversation
Best Practices for Social Interactions
6. Media created by people using simple,
low-cost publishing technologies
Encourage communication & interaction
between peers and with public audiences
Interactions and content
are driven by participants
Builds shared meaning among communities, as
people share their stories and experiences
Introduces social elements and
dynamics to media and technology
7. Elements of Social Experiences
presence
sharing relationships
identity
conversations reputation
groups
10. Life Streaming
People gather all personal digital activity
Publish as a stream for others to follow
Network members subscribe
Example: Friendfeed
Awareness, relationships, community
Life streaming drives social network
usage: Facebook redesign
36. In 2008, over two-thirds (67%) of the global online
population visited what Nielsen dubs "member
communities," which include both social networks and
blogs.
That placed "member communities" as
the fourth-largest online category, ahead
of "personal email."
55. Business & Customer Goals
Influence
Awareness
Customer Retention Lifetime Customer Revenue
Business Goals
Value propositions
Dialog
Brand Preference
Customer Goals
Satisfaction
Experience
56. “So maybe instead of getting your company on twitter,
paying marketers to mention you are on twitter, and paying
people to blog about your company, forget all that and just
make awesome stuff that gets people excited about your
products, hire people that represent the company well, and
when your stuff is so awesome that friends share it with
other friends, you may not even need "social media
marketing" after all.”
Matt Haughey of MetaFilter
58. A Cisco study in 2004 found that 43% of visits to online support
forums are in lieu of opening up a support case through
standard methods.
Cost per interaction in customer support averages $12 via the
contact center versus $0.25 via self-service options. (Forrester,
2006)
Jupiter Research reported in 2006 that customers report good
experiences in forums more than twice as often as they do via
calls or mail.
Ebay found in 2006 that participants in online communities
spend 54% more than non-community users.
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68. my Starbucks Idea
Solicits service improvements and
product ideas from customers
Starbucks always present – employees
participate
Interactions structured by Starbucks
Provides innovation via crowdsourcing
69. GetSatisfaction
Customers provide support for products
& services directly to one another using
3rd party created forum.
Structured by brand and product
Companies may participate officially or
unofficially
Customer to customer interactions create
value and effect business model
70. Zimride: A Social Business
» Service matches people
who need transportation
with carpools
» Started in California
» Spread to major US
universities
» Growing to include
commercial networks
»
72. “Almost 40% of companies found it difficult to measure
social media, and 20% found it very difficult.”
Yet....
"The benefits of social media marketing have become
increasingly clear and compelling, even if the metrics
for measuring success are still evolving"
Aberdeen
73. Why track online conversations?
» Know which content is making an impact and what needs to be
managed.
» Know the sentiment of consumers, address their concerns, gain more
insights into their needs.
» Identify the influencers, listen and learn more about them and decide
on a path of engagement.
» Feed these insights back into the product / brand life cycle.
74. "...beware the traditional marketer in social media clothing.
She cannot give you a quick and easy ROI response to
your social media efforts using traditional direct marketing
tools. What a marketer can do is to put on his quantitative
hat and look for correlations between these metrics and
the ultimate goal and then refine as necessary.
By measuring the health of the customer-client online
relationship and not focusing on moment-in-time
transactions (e.g. traffic or hits), you can begin to develop
an ROI measurement for your social media efforts."
76. Businesses also need to understand that social media
efforts should be analyzed for effectiveness based on
things like customer awareness through activity,
interest through interaction, and intent to buy through
registration and/or questions.
These are the types of successes that social media can
deliver; less important are traditional web analytics like
page views.
77. How companies have benefited from analytics
» Supporting sales: Toyota was able to save customers complaining
online on a post-delivery issue on best-selling Camry via transparent
and pro-active communication.
» Trend tracking: ConAgra Foods determined that sentiment for a diet
craze was fading. They turned around a potential loss by promoting
alternative food products and developed new types based on
consumersʼ desires.
» Customer service: Dell developed social media strategy to address
complaints on customer service and “Dell Hell” blog saga.
» Thanks to sentiment analysis, theyʼve Identified concerns earlier than they
wouldʼve had previously thanks to blog and social media commentary.
» @DellOutlet on Twitter (620,000+ followers) has surpassed $2 Million in sales
(June 09)
78. Fit Measurements To Media
Different metrics for each type of social space
» blogs
» micromedia
» video sharing
» micro-content
» music
» communities
» social networks
» crowd sourced content
79. How can we measure success?
Businesses need to understand that social media efforts should be
analyzed for effectiveness based on things like customer awareness
through activity, interest through interaction, and intent to buy through
registration and/or questions.
These are the types of successes that social media can deliver; less
important are traditional web analytics like page views.
The question about metrics – whether for social media or not -- is,
what data would be valuable to you,
how do we measure it accurately, and
if the insights it provides are actionable.
80. "Reach and frequency is a legacy of a one-way medium," said Troy Young, CMO at VideoEgg, an ad network
that shifted to cost-per-engagement pricing 13 months ago.
VideoEgg is betting that it can use data to "optimize for engagement" in social media environments for brands
like Honda, Warner Bros. and Unilever. It aims to figure out, for instance, what ad messages users are likely to
choose to play a game; advertisers pay only when users take action.
Others are trying variations of this approach. Matt Freeman, former CEO of Tribal DDB, joined GoFish -- since
renamed Betawave -- as CEO in June 2008 to take its portfolio of virtual world, animation and social-
networking sites and create the type of advertising that caters to brands by capturing attention. For instance,
Betawave digitized Sears' back-to-school line and introduced it into teen virtual worlds. It eventually wants to
structure deals based on how much attention it can deliver, rather than impressions.
"It's like going to a 3-D movie without the glasses," Freeman said. "The Internet is more dimensional, but [for
the most part] measurement criteria are the same as a one-way medium. You don't have the glasses so you're
not appreciating the dimensions."
Many buyers seem to agree. Ian Schafer, CEO of Deep Focus, said impression measurement misses the real
power of many social-media programs that are, at their root, designed for engagement.
"The goals of a lot of these ads is to get people to see content others have created or invite others," he said.
"It's not so much about the initial impression, but the lasting impressions created subsequently."
Sean Finnegan, president and chief digital officer at Starcom MediaVest Group, sees these multi-dimensional
measurement models as inevitable. The Internet has thrived until now with lower-funnel activities closely
82. Donʼt Hesitate
These changes are coming at a rapid pace, and weʼre in three of these eras by end of year. Brands should
prepare by factoring in these eras into their near term plans. Donʼt be left behind and let competitors connect with
your community before you do.
Prepare For Transparency
People will be able to surf the web with their friends, as a result you must have a plan. Prepare for every webpage
and product to be reviewed by your customers and seen by prospects –even if you choose not to participate.
Connect with Advocates
Focus on customer advocates, they will sway over prospects, and could defend against detractors. Their opinion
is trusted more than yours, and when the power shifts to community, and they start to define what products should
be, they become more important than ever.
Evolve your Enterprise Systems
Your enterprise systems will need to connect to the social web. Social networks and their partners are quickly
becoming a source of customer information and lead generation beyond your CRM system. CMS systems will
need to inherit social features –pressure your vendors to offer this, or find a community platform.
Shatter your Corporate Website
In the most radical future, content will come to consumers –rather than them chasing it– prepare to fragment your
corporate website and let it distribute to the social web. Let the most important information go and spread to
communities where they exist; fish where the fish are.
84. "We recommend to our clients, in order to be successful,
not to approach social media marketing as experimental,
but to put the right roles, process, and measurement
capabilities in place to be effective”
“the most expensive aspects of the social media
campaigns stem from the "soft costs" involved in
developing strategy, objectives, processes, and
measurement.”
Jeremiah Owyang
85. Also key to long-term success in social media is having
the necessary assets on hand. For example, social media
strategists and community managers should be dedicated
resources.
To prove the value of social media to the business,
Forrester recommends marketers start with a listening
platform and then integrate social media marketing metrics
like share of voice and engagement to demonstrate the
value of these new tools.
86. Social Platforms Approaches
Listening Open Stack
Walled Gardens
Community
Publishing
Sharing
Commenting
Collaboration
Commerce
Streaming
90. Wikipedia & The Church of Scientology
“All IP addresses owned or operated by
the Church of Scientology and its
associates, broadly interpreted, are to
be blocked as if they were open
proxies.”
“Individual editors may request IP block
exemption if they wish to contribute
from the blocked IP addresses.”
Passed 10 to 1 at 13:31, 28 May 2009
91. "Best-in-class companies engage top
influencers as brand evangelists, and
then track the impact of their words and
actions in terms of return on marketing
investment," according to Aberdeen.
92. Super influencers are "extremely heavy users of social
media, particularly in terms of content creation."
Super influencers "fit the
typical profile of early
adopters who are likely to
try new products, take risks
and share their opinions
with friends."
93. Working With Influencers
The promise of creating influencer buzz lured Kmart to strike a deal with Izea last month. It targeted a half-
dozen bloggers, and provided them with $500 Kmart gift certificates. Kmart required the bloggers write about
their experiences at the store on their sites. They were not told what to write, according to Murphy, and each
post was labeled as a Kmart sponsorship.
While such programs might give journalism traditionalists the willies, they offer advertisers the chance to tap
into the groundswell of Internet buzz. Kmart's program, for instance, allowed each blogger to give away a $500
store gift card to readers. In order to enter, they had to promote the contest (and Kmart) to their Twitter
followers or leave a blog comment with the item they most wanted from Kmart. This was done 3,000 times,
yielding 600,000 network connections, according to Izea. It also generated considerable discussion.
FMP, which represents several popular Internet writers, has matched up advertisers like Dell and Microsoft with
bloggers.
"American Express's competitors are not just MasterCard and Visa," Edwards said. "It's anybody who might
have content that might show up in a Google result for a small-business search."
For that reason, AmEx hooked up with FMP to have Internet notables like author Guy Kawasaki contribute
content to an AmEx site to promote its OPEN small business service. Thanks to the popularity of Kawasaki's
personal network-he has over 45,000 Twitter followers -- his posts gain lots of readers.
For it to work, however, brands need to give up on the notion of control since the old model of advertorial won't
work well online, according to Edwards. Kawasaki was only instructed to write something that would appeal to
small business owners.
"We're looking to engage the brand in topics that are important to the brand," said Jordan Bitterman, svp of
media, marketing and content at Digitas, which works with AmEx. "They're blogging about topics important to
them. They happen to be doing it in places we'd like them to do it."
94. Context Is King
» Communities determine contextually acceptable
messages and actions
» Rules, languages, identities vary greatly
» Breaking rules causes backlash
» “Collapse of context”
» Easier to break rules accidentally
95. Think of Facebook and social networks
as parties, the time when people are
least likely to watch advertising.
"People don't want marketing messages
in social networks or when they are
having a dinner party," Calacanis said.
96. IDC, the technology research firm,
published a study that reported that just 3
percent of Internet users in the United
States would willingly let publishers use
their friends for advertising.
The report described social advertising
as “stillborn.”
97. Equality of Expression
Social spaces are shared spaces
Brands & companies are “individuals”
98. Facebook
Terms of Service changes
voted on by Facebook
members
Facebook offers members
two versions of new TOS
Members discuss choices
in public
100. “We certainly did not mean to offend moms through our advertising. Instead, we
had intended to demonstrate genuine sympathy and appreciation for all that
parents do for their babies. We believe deeply that moms know best and we
sincerely apologize for disappointing you.
Please know that we take your feedback seriously and will take swift action with
regard to this ad. We are in process of removing it from our website. It will take
longer, unfortunately, for it to be removed from magazine print as it is currently on
newstands and in distribution.”
-Kathy
Kathy Widmer
VP of Marketing - Pain, Pediatrics, GI, Specialty
McNeil Consumer Healthcare
101. 5 Types of Brand Backlash
Consumer revolt and use social media tools (Twitter, Blogs, YouTube) to tell their story, the
brand doesnʼt flinch, and there is no mainstream media coverage. Examples: A weekly, if
not a daily occurance.
The backlash extends beyond just social media tools (Twitter, blogs, YouTube), the brand
makes changes based on consumer feedback, and coverage extends to mainstream
media and press. Examples: Louis Vuitton brandjacked, Exxon Mobileʼs Twitter
experience.
Consumers use social media tools to spread backlash and there is considerable mentions
from mainstream press. the backlash is more severe resulting in significant changes from
the brand (hiring, firing, processes, policies or new teams put in place). This becomes a
case study for social media books and is often discussed in social media culture.
Examples: Dell Hell, Comcast Cares, Kryptonite Locks, Wholefoods CEO.
Number three plus short term financial impacts to the brand resulting in reduction of sales,
revenue, increased costs, or impact to stock price less than 30 days. Examples: Apple
Stock temporarily sinks from blog rumors.
Number three plus brand backlash from social media tools resulting in long term financial
impacts to the brand including reduction in sales, revenue, increased costs, and most
importantly, stock price lasting over 30 days. In the most extreme cases, it causes closure
of the business or bankruptcy. Examples: None.
102. Be A Node
Join the social ecosystem
Make social elements portable
Make social environments permeable
104. Be A Node
Facebook has extended Facebook Connect beyond the desktop to the iPhone,
allowing mobile developers to create mobile applications that tie into the social
network.
Launched in December, Facebook Connect lets members log into third-party sites
using their Facebook account.
User information from the social network can be imported to other sites, and activity
on other sites is shared with Facebook friends via feed stories.
So far, more than 6,000 sites have adopted Facebook Connect.
105. Facebook Connect
Regardless of the existing level of integration of Facebook
Connect and other platforms, Facebook continues to score
big integration deals with large online media companies.
The result is that Facebook is increasingly becoming the
center of oneʼs identity on whatʼs becoming an increasingly
social web.
106. Open Gardens
“the industry has now come together around a common vision
for the future of the Social Web — a vision that abandons the
walled garden model in favor of a new services layer that
interconnects social hubs with the rest of the web.
The service layer is comprised of Identity Providers, Social
Graph Providers, and Content Aggregators”
108. What are the common social media metrics?
» Attention / Captivation: The amount of traffic to your content for a given period
of time. Similar to the standard web metrics of site visits and page/video views.
» Participation / Interaction: The extent to which users engage with your content
in a channel. Think blog comments, Facebook wall posts, YouTube ratings, or
widget interactions. Ex: Conversation Index: ratio between posts and comments
+trackbacks
» Authority: Ala Technorati, the inbound links to your content - like trackbacks and
inbound links to a blog post or sites linking to a YouTube video.
» Influence: The size of the user base subscribed to your content. For blogs,
feed or email subscribers; followers on Twitter or Friendfeed; or fans of your
Facebook page.
» Impact: What did the influencers do?
» Velocity: Rate of how fast your message is traveling in a given time
109. How companies have benefited from analytics
» Trend tracking (ConAgra Foods)
» Situation: ConAgra, (US agribusiness conglomerate invested in health / diet
foods) that cater to a recently trendy diet, receives an early warning that the diet
craze is fading.
» Approach: Monitored and analyzed online consumer conversations to determine
whether sentiment for the craze is negative or positive and whether craze is on
way up or out. Analysis shows interest in the diet is, indeed, fading.
» Result: The company seizes the opportunity to promote alternative food
products and to begin development of foods that meet consumersʼ expressed
desires for new product types.
110. Joe Lamantia
Independent Consultant
15 years: design, technology, business
write & speak: user experience – ubicomp
JoeLamantia.com
Enterprise Search Summit
May 2009
@mojoe
joe.lamantia@gmail.com
113. The Social Web: 5 Eras
Relationships
People connect to others and share
Functionality
Social networks act like an OS
Colonization
Every experience can now be social
Context
Personalized and accurate content
Commerce
Communities define products and
services
115. How To Prepare
Donʼt Hesitate
These changes are coming at a rapid pace, and weʼre in three of these eras by end of year. Brands should
prepare by factoring in these eras into their near term plans. Donʼt be left behind and let competitors connect with
your community before you do.
Prepare For Transparency
People will be able to surf the web with their friends, as a result you must have a plan. Prepare for every webpage
and product to be reviewed by your customers and seen by prospects –even if you choose not to participate.
Connect with Advocates
Focus on customer advocates, they will sway over prospects, and could defend against detractors. Their opinion
is trusted more than yours, and when the power shifts to community, and they start to define what products should
be, they become more important than ever.
Evolve your Enterprise Systems
Your enterprise systems will need to connect to the social web. Social networks and their partners are quickly
becoming a source of customer information and lead generation beyond your CRM system. CMS systems will
need to inherit social features –pressure your vendors to offer this, or find a community platform.
Shatter your Corporate Website
In the most radical future, content will come to consumers –rather than them chasing it– prepare to fragment your
corporate website and let it distribute to the social web. Let the most important information go and spread to
communities where they exist; fish where the fish are.
117. Evolving Social Spaces
» Open Gardens
» Velvet Rope Networks
» CRM
» Crowd-sourcing
» Co-creation
» Platform Businesses
» Infrastructure for Distributed Collectives
118. Social CRM
“second generation Social CRM systems ...will emerge that will allow users to pass
only as much of their social networking profile information as they want over to a
CRM system”
“A new social contract will appear that will encourage users to give as much
information as t hey want, and in return the brand will reciprocate. The more
information the user gets gives, the more the brand will give back in return, I call
this a “Social web contract”. Since the data will come from the profile information
within a social network, there wonʼt be a need to have a collection web form,
instead information will be passed through connective tissues.”
“Obviously this flips a marketers world upside down as they are ultimately
measured in most cases on generating leads and conversions, thereʼs a pretty
radical mental shift that will need to take place”
119. The Future of Advertising
Industry Perspective
MediaCatalyst
120. Branding Transactional
TV Direct Marketing
Print Phone
Radio Promotion
Outdoor Door to door
Digital
“New digital formats – such as social media, online video, mobile,
gaming, branded entertainment and advanced TV – can be used
to simultaneously address both transaction and brand
requirements: a move to what we call “brands-actional”
advertising.”
121. Media Environment
Granularity Integration
fragmentation portability
customization distribution
findability cross-media experiences
micro-content co-creation
123. Granularity has three main features:
Addressability entails identifying and targeting consumers to the group or
individual level, based on any combination of distinguishing attributes (for example,
location, demographics, affiliation, past behaviors).
Measurability links who saw a particular message (based on defined
segmentation/ targeting criteria), and what specific action then happened in response
(product awareness, intent to purchase, point-of-sale confirmation of purchase)
mapped to specific marketing objectives.
Interactivity depicts the difference between “speaking to” and “communicating
with” a consumer.
124. Integration has two primary aspects:
Continuity, ranging from single platform (broadcast television only) to
integrated, cross-platform messaging to consumers (“360 degrees” of personal
communications that may simultaneously span social network, mobile, search and
cable television with unified tracking against a singular set of goals).
Context, ranging from an ad message that has little to do with the media or
content in which it is placed, to a message that is tightly coupled with the emotionality,
sensitivity, pace and genre of the content in which it is placed.
125. Advertising Models
ROI-driven Consumer
Centric
• Direct digital messaging to micro • Integrated, contextual campaigns
level • Bridges advertising and marketing
• Granular audience profiling, formats
targeting and measurement • Enables addressability,
measurement, interactivity for
desired consumer
Granularity
Traditional Cross-media
• Legacy processes, brand and • Integrated broad portfolio of
transactional structures marketing and advertising assets
• Siloed sales and delivery • Enhanced consumer engagement
• Traditional measurement • Breaks through traditional clutter
Integration
What is a wave?
A wave is equal parts conversation and document. People can communicate and work together with richly formatted text, photos, videos, maps, and more.
A wave is shared. Any participant can reply anywhere in the message, edit the content and add participants at any point in the process. Then playback lets anyone rewind the wave to see who said what and when.
A wave is live. With live transmission as you type, participants on a wave can have faster conversations, see edits and interact with extensions in real-time.
http://www.flickr.com/photos/marketingfacts/3575434336/
Granularity has three main features:
Addressability entails identifying and targeting consumers to the group or individual level, based on any combination of distinguishing attributes (for example, location, demographics, affiliation, past behaviors).
Measurability links who saw a particular message (based on defined segmentation/ targeting criteria), and what specific action then happened in response (product awareness, intent to purchase, point-of-sale confirmation of purchase) mapped to specific marketing objectives.
Interactivity depicts the difference between “speaking to” and “communicating with” a consumer.
Integration has two primary aspects:
Continuity, ranging from single platform (broadcast television only) to integrated, cross-platform messaging to consumers (“360 degrees” of personal communications that may simultaneously span social network, mobile, search and cable television with unified tracking against a singular set of goals).
Context, ranging from an ad message that has little to do with the media or content in which it is placed, to a message that is tightly coupled with the emotionality, sensitivity, pace and genre of the content in which it is placed.
Granularity has three main features:
Addressability entails identifying and targeting consumers to the group or individual level, based on any combination of distinguishing attributes (for example, location, demographics, affiliation, past behaviors).
Measurability links who saw a particular message (based on defined segmentation/ targeting criteria), and what specific action then happened in response (product awareness, intent to purchase, point-of-sale confirmation of purchase) mapped to specific marketing objectives.
Interactivity depicts the difference between “speaking to” and “communicating with” a consumer.
Integration has two primary aspects:
Continuity, ranging from single platform (broadcast television only) to integrated, cross-platform messaging to consumers (“360 degrees” of personal communications that may simultaneously span social network, mobile, search and cable television with unified tracking against a singular set of goals).
Context, ranging from an ad message that has little to do with the media or content in which it is placed, to a message that is tightly coupled with the emotionality, sensitivity, pace and genre of the content in which it is placed.
Granularity has three main features:
Addressability entails identifying and targeting consumers to the group or individual level, based on any combination of distinguishing attributes (for example, location, demographics, affiliation, past behaviors).
Measurability links who saw a particular message (based on defined segmentation/ targeting criteria), and what specific action then happened in response (product awareness, intent to purchase, point-of-sale confirmation of purchase) mapped to specific marketing objectives.
Interactivity depicts the difference between “speaking to” and “communicating with” a consumer.
Integration has two primary aspects:
Continuity, ranging from single platform (broadcast television only) to integrated, cross-platform messaging to consumers (“360 degrees” of personal communications that may simultaneously span social network, mobile, search and cable television with unified tracking against a singular set of goals).
Context, ranging from an ad message that has little to do with the media or content in which it is placed, to a message that is tightly coupled with the emotionality, sensitivity, pace and genre of the content in which it is placed.
Granularity has three main features:
Addressability entails identifying and targeting consumers to the group or individual level, based on any combination of distinguishing attributes (for example, location, demographics, affiliation, past behaviors).
Measurability links who saw a particular message (based on defined segmentation/ targeting criteria), and what specific action then happened in response (product awareness, intent to purchase, point-of-sale confirmation of purchase) mapped to specific marketing objectives.
Interactivity depicts the difference between “speaking to” and “communicating with” a consumer.
Integration has two primary aspects:
Continuity, ranging from single platform (broadcast television only) to integrated, cross-platform messaging to consumers (“360 degrees” of personal communications that may simultaneously span social network, mobile, search and cable television with unified tracking against a singular set of goals).
Context, ranging from an ad message that has little to do with the media or content in which it is placed, to a message that is tightly coupled with the emotionality, sensitivity, pace and genre of the content in which it is placed.
Granularity has three main features:
Addressability entails identifying and targeting consumers to the group or individual level, based on any combination of distinguishing attributes (for example, location, demographics, affiliation, past behaviors).
Measurability links who saw a particular message (based on defined segmentation/ targeting criteria), and what specific action then happened in response (product awareness, intent to purchase, point-of-sale confirmation of purchase) mapped to specific marketing objectives.
Interactivity depicts the difference between “speaking to” and “communicating with” a consumer.
Integration has two primary aspects:
Continuity, ranging from single platform (broadcast television only) to integrated, cross-platform messaging to consumers (“360 degrees” of personal communications that may simultaneously span social network, mobile, search and cable television with unified tracking against a singular set of goals).
Context, ranging from an ad message that has little to do with the media or content in which it is placed, to a message that is tightly coupled with the emotionality, sensitivity, pace and genre of the content in which it is placed.
Digital environments are (primarily) social
Networks become primary organizing structures
Experiences are shaped by linked & overlapping networks
Exchanges occur via marketplaces
(information, services, goods, reputation)
Digital includes identity, presence, history, interaction, group dynamics
Conversation, exchange, community, social memory, reputation
Social media, virtual worlds, MSO, life streams, microblogs, IM
Social Networks, Blogs Pass Email In Usage
by Gavin O'Malley, Monday, March 9, 2009, 5:36 PM
http://www.mediapost.com/publications/?fa=Articles.showArticle&art_aid=101797
Last year, the largest increase in visitors to such "member community" Web sites came from those ages 35-49, according to a new report from The Nielsen Co.
"Social networking isn't just growing rapidly, it's evolving--both in terms of a broader audience and compelling new functionality," said Alex Burmaster, author of the study and communications director across EMEA for Nielsen Online.
But grow rapidly it did. In 2008, over two-thirds (67%) of the global online population visited what Nielsen dubs "member communities," which include both social networks and blogs.
That placed "member communities" as the fourth-largest online category, ahead of "personal email."
What's more, the category grew twice as fast as any of the other four largest sectors, including search, portals, PC software and email.
According to the Nielsen report, Facebook--which has now surpassed MySpace as the world's most popular social network--was visited monthly by three in every 10 people online across the nine markets in which Nielsen tracks social networking.
In Brazil, meanwhile, Google's Orkut social network had the largest domestic online reach--70%--of any social network in these markets.
Germany saw the greatest increase in penetration of social networks and blogs across 2008, from 39% of the online audience in December 2007 to 51% in December 2008--a relative growth of 39%.
In addition, mobile is playing an increasingly important role in social networking, according to Nielsen. U.K. mobile Web users had the greatest propensity to visit a social network through their handset, with 23%--or roughly 2 million people--doing so, compared to 19% in the U.S.--or some 10.6 million people.
Companies must understand the impact of social layer = shift in who decides the subject of the conversation
Why NPR is the Future of Mainstream Media
June 3rd, 2009 | by Josh Catone
http://mashable.com/2009/06/03/npr/
The social layer creates a space for dialog between customers and businesses
Shifts in the nature of media change the nature of relationships with customers
http://twitter.com/comcastcares
early adopter of social media channel twitter
began when employees took initiative to create a presence in new channels
customers responded positively, and Comcast formalized their social media efforts in recognition
Social channels turn business units / processes into customer touchpoints
Customers expect to interact with these touchpoints
Social channels turn business units / processes into customer touchpoints
Customers expect to interact with these touchpoints
Social channels turn business units / processes into customer touchpoints
Customers expect to interact with these touchpoints
Social channels turn business units / processes into customer touchpoints
Customers expect to interact with these touchpoints
Multiple social touchpoints
Defined by interest and value for customers
operations
products
brands
deals
Social channels allow businesses to build relationships with individual customers, and groups of customers
Growing networks of customers allow businesses to identify and work with influential members of customer communities
Social channels allow businesses to build relationships with individual customers, and groups of customers
Growing networks of customers allow businesses to identify and work with influential members of customer communities
Social channels allow businesses to build relationships with individual customers, and groups of customers
Growing networks of customers allow businesses to identify and work with influential members of customer communities
http://a.wholelottanothing.org/2009/03/this-is-how-social-media-really-works.html
This is how Social Media really works
http://blog.wired.com/cars/2009/04/how-the-fiesta.html
"Ford is betting the success of the Fiesta subcompact on the blogs, tweets and Facebook updates of 100 people who will live with the cars and share their experiences online. It's a hell of a gamble, but if it pays off, Ford just might recast itself as a cool company with a great product -- no small feat for an American automaker.
Ford wants to generate buzz for the Fiesta, which will bring Europe's "small cars can be cool" ethos to America when it arrives next year. But rather than hand a bunch of them over to mainstream journalists, Ford broke with tradition by inviting dozens of 20-somethings to live with the car for six months and tell the world about it..
...the healthiest of the Big Three wants to generate buzz for the car among "millennials," those born between 1979 and 1996. Some 70 million millennials will be driving next year, and Ford is targeting the Fiesta squarely at them. A Microsoft study found 77 percent of millennials use a social networking site like Facebook or MySpace daily and 28 percent of them have a personal blog. That explains Ford's marketing campaign."
Ford recently handed 100 Fiestas to 100 people selected from 4,000 applicants. These "agents" -- that's what Ford calls them -- get to use the cars for six months in exchange for completing monthly "missions" with different themes. They'll share their experiences through YouTube, Flickr, Facebook and Twitter accounts Ford created for the campaign.
It's a smart move, Shafer said, because it plays into consumer demand for unofficial -- read, unbiased -- information about a new car. By turning the marketing over to social networking sites, Ford provides its target audience with content generated by people within that audience. Ford is taking a hands-off approach and telling participants not to hold back their opinions, bolstering the campaign's credibility.
"We've told them to be completely honest -- that's the only way it's going to work," Monty told us. "We won't tell them what to say, nor will we censor or edit any of their content."
So far, it's working in Ford's favor. The tweets on the FordFiesta Twitter page are generally favorable, if a bit dry, as are the posts over at The Fiesta Movement Facebook page. None of the 80 pictures on the Fiesta Movement Flickr page show broken down cars. There are a few hundred videos on the FiestaMovement YouTube account if anyone's got a few hours to kill.
http://www.readwriteweb.com/archives/social_media_roi_dells_3m_on_twitter_and_four_bett.php
Social Media ROI: Dell's $3m on Twitter and Four Better Examples
Written by Marshall Kirkpatrick / June 12, 2009 10:41 AM / 14 Comments
directly social = visible and participating in social ecosystem
indirectly social = discussed in social ecosystem
Cross media experience reinforces branding.
Concept and execution inspire people to create their own videos as homage, remix, parody, etc.
http://www.mediapost.com/publications/?fa=Articles.showArticle&art_aid=102671
According to Aberdeen's "The ROI on Social Media Marketing" report, investing in social media marketing is difficult to justify in terms of financial results. Part of the problem is the lack of established performance metrics in the space.
Insights benefit not just marketing, but also sales, customer service, product groups and investor relations.
http://www.asaecenter.org/PublicationsResources/ENewsletterMarketingInsights.cfm?ItemNumber=35642
Marketing Insights, July 2008
By: Jeremy Epstein
http://www.socialmediatoday.com/SMC/41971
Nielsen BuzzMetrics case study
Situation: Growing number of complaints on customer service. A blogger’s rant on “Dell Hell” snowballs into a blog saga and was covered by tech blogs, newspapers and magazines.
Making More Than a Good Impression
Moves to value-engagement metrics challenge traditional measurement criteria
March 23, 2009
-By Brian Morrissey
http://www.adweek.com/aw/content_display/news/digital/e3i30940ed405b2e1849a08851f6c40292e?pn=1
http://www.web-strategist.com/blog/2009/04/27/future-of-the-social-web/
The Future of the Social Web: In Five Eras
Are You a Super Influencer?
Written by Richard MacManus / September 17, 2008 8:20 PM
The research was completed among 17,000 active internet users in 29 countries, according to McCann.
“ When did we start trusting strangers? How the internet turned us all into influencers”
Brands Tap Web Elite for Advertorial 2.0
Well-connected bloggers are creating content on behalf of sponsors thirsty for buzz
Jan 12, 2009
http://www.adweek.com/aw/content_display/news/digital/e3ice058ab1756ad165b5f0adfee7a9a151?pn=2
How Tweet It Is: Expert Suggests Alternatives To Social Media
by Laurie Sullivan, 1 hour ago
http://www.mediapost.com/publications/?fa=Articles.showArticle&art_aid=102707
Advertisers Face Hurdles on Social Networking Sites
By RANDALL STROSS
Published: December 13, 2008
Jeremiah Owyang discusses how web tools and social media enable companies to connect with customers
Categorization of Brand Backlash Storms
November 17th, 2008 | Category: Social Media
http://www.web-strategist.com/blog/2008/11/17/categorization-of-brand-backlash-storms/
http://www.allfacebook.com/2009/06/washington-post-connect/
« Facebook Officially Surpasses MySpace’s Domestic Traffic
Washington Post Launches Support For Facebook Connect
Posted by Nick O'Neill on June 15th, 2009 9:32 PM
http://www.flickr.com/photos/56624456@N00/2871166454/
http://therealmccrea.com/2008/09/19/joseph-smarr-at-web-20-on-the-new-open-stack/
Joseph Smarr at Web 2.0 on the New “Open Stack”
September 19, 2008
Joseph Smarr, Plaxo’s chief platform architect, and de facto leader of the Portable Contacts initiative,
Nielsen BuzzMetrics case study
http://www.web-strategist.com/blog/2009/04/27/future-of-the-social-web/
The Future of the Social Web: In Five Eras
http://www.flickr.com/photos/jeremiah_owyang/3478168483/sizes/o/
It’s important to note that these eras aren’t sequential, but instead are overlapping. We’ve already entered and have seen maturity for the era of social relationships, have entered social functionality but haven’t seen true utility, and are starting to see threads of social colonization with early technologies like Facebook connect. Soon these federated identities will empower people to enter the era of social context with personalized and social content. The following diagram demonstrates how we should expect to see the eras play out in the future –with social commerce the furthest out.
http://www.web-strategist.com/blog/2009/04/27/future-of-the-social-web/
The Future of the Social Web: In Five Eras
http://www.web-strategist.com/blog/2009/04/27/future-of-the-social-web/
The Future of the Social Web: In Five Eras
Granularity has three main features:
• Addressability entails identifying and targeting consumers to the group or individual level, based on any
combination of distinguishing attributes (for example, location, demographics, affiliation, past behaviors).
• Measurability links who saw a particular message (based on defined segmentation/ targeting criteria), and
what specific action then happened in response (product awareness, intent to purchase, point-of-sale confirmation
of purchase) mapped to specific marketing objectives.
• Interactivity depicts the difference between “speaking to” and “communicating with” a consumer.
Integration has two primary aspects:
• Continuity, ranging from single platform (broadcast television only) to integrated, cross-platform messaging
to consumers (“360 degrees” of personal communications that may simultaneously span social network,
mobile, search and cable television with unified tracking against a singular set of goals).
• Context, ranging from an ad message that has little to do with the media or content in which it is placed, to a
message that is tightly coupled with the emotionality, sensitivity, pace and genre of the content in which it is
placed.
Granularity has three main features:
• Addressability entails identifying and targeting consumers to the group or individual level, based on any
combination of distinguishing attributes (for example, location, demographics, affiliation, past behaviors).
• Measurability links who saw a particular message (based on defined segmentation/ targeting criteria), and
what specific action then happened in response (product awareness, intent to purchase, point-of-sale confirmation
of purchase) mapped to specific marketing objectives.
• Interactivity depicts the difference between “speaking to” and “communicating with” a consumer.
Integration has two primary aspects:
• Continuity, ranging from single platform (broadcast television only) to integrated, cross-platform messaging
to consumers (“360 degrees” of personal communications that may simultaneously span social network,
mobile, search and cable television with unified tracking against a singular set of goals).
• Context, ranging from an ad message that has little to do with the media or content in which it is placed, to a
message that is tightly coupled with the emotionality, sensitivity, pace and genre of the content in which it is
placed.