Social Media Marketing

Internet Strategies Workshop Series Multimedia Professional Program

Digital Marketing Strategies Workshop Series | WM403

November 13, 20 December 4, 2009 | Instructors John Anthony Hartman and Carri Bugbee

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@CarriBugbee
Marketing strategist Writer, PR pro social media evangelist,
@feedia TXT JOHNNY TO 50500 johnahartman@gmail.com

Owner of Big Deal PR (BigDealPR.com) Leader of Social Media Club Portland (@SocialMediaPDX) All social profiles at: www.CarriBugbee.com

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Social Media Overview
Whether it's called Social Media, New Media or Internet Media it all comes back to the interactive and collaborative nature of the new web application platform that is referred to as Web 2.0. Social and Viral this iteration of the internet has changed the way we interact on and with the web. Understanding these changes and the new models is crucial. Did you know that social media drives as much traffic to websites as all the major search engines combined? If you care about search, you should care about social media.

Internet Strategies Workshop Series Multimedia Professional Program

Who is using social media?

Fastest growing demographics on Facebook are women 45-54 and boys 13-17 [Inside Facebook, August
2009].

57% of all Facebook users are women [Inside Facebook,
August 2009].

Internet Strategies Workshop Series Multimedia Professional Program

46% of online American adults over 18 use social networking sites like Facebook, MySpace, LinkedIn (Pew, April ‘09)

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Internet StrategiesWorkshop Series Internet Strategies Workshop Series Multimedia Professional Program Multimedia Professional Program

Internet Strategies Workshop Series Multimedia Professional Program

Social networking demographics are similar to those of general Web users

• • •

29% of users live in urban areas vs. 30% of internet users 56% live in the suburbs, 52% of net users do 15% of SNS live in rural areas, 18% of internet users Education levels look like internet population in general

Internet Strategies Workshop Series Multimedia Professional Program

One in five tweets mentions a specific brand or service (Penn State)

93% of users believe businesses should have a social media presence 83% say businesses should should actively engage with customers via social media platforms Two-thirds of the wealthiest households ($75k+) feel stronger connections to brands they interact with online (Opinion Research Corp)

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Marketers are using 1.Twitter 2.Blogs 3. LinkedIn 4. Facebook

Internet Strategies Workshop Series Multimedia Professional Program

SMM and Strategy
How are you approaching your digital strategy? Are you looking to the right tools and platforms? Are you integrating Search and Social Media Marketing? Do you understand the Reputation Economy? Do you understand your audiences Social Technographics and Digital Ethnography? How are you measuring the engagement and attention of your audience? How do you deal with multi-platform marketing in this convergence culture?

Internet Strategies Workshop Series Multimedia Professional Program

Hands on With Brand You
The idea that one must manage your own brand is a necessity in 2009. With the foot print we leave across the various touch points of social media we need to understand and effectively market our own personal brand in this rising Reputation Economy. When 78% of executive recruiters “Google You” before they hire you and 35% of those executive recruiters have rejected a candidate based on what they find online you must manage your brand. How to manage your Schizophrenia - Multiple brand identity and the separation of personal and company brands.

Internet Strategies Workshop Series Multimedia Professional Program

Resources for Best Practice

• • • • • • •
Links on WebManual.org OPML file Links: Stumbleupon.com/stumbler/CarriBugbee/ Diigo Group Mashable.com ReadWriteWeb.com AwarenessNetworks.com (webinars) Follow thought leaders on Twitter: • @ChrisBrogan & @BrianSolis for starters

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How the Social Web has Changed Marketing

Trends – Tactics – Future Directions

Internet Strategies Workshop Series Multimedia Professional Program

Push marketing = intrusion (Happens on marketers’ terms)

Inside sales

Email blasts

Telemarketing

Direct mail

Print ads

Broadcast commercials

Internet Strategies Workshop Series Multimedia Professional Program

Pull marketing = we want it (Happens on consumers’ terms.)
Seeking Consuming Connecting

Internet Strategies Workshop Series Multimedia Professional Program

Advertising
• Social media provides new channels for ad buys and new ways to
• • • •
advertise. Data on social networks enables hyper-targeted ads. Letting users “vote” on ads will make targeting even better Mobile devices have (and will even more) enable geo-targeted advertising • Crude ways to do that now, better ways are coming Think Big Brother! If you can be found and identified, someone will serve you an ad you’ll probably want.

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Advertising
The top 20% of social network users visit networking sites 2.4 times per day, on average, and spend 31 minutes on them —twice as long as the same users spend with e-mail or instant messaging. That means more time with ads!

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Advertising
Nielsen reports that August 2009 display spending on social networking sites had more than doubled year over year. More than 1/5 of online display ad impressions occurred on social networking sites in July 2009.

Internet Strategies Workshop Series Multimedia Professional Program

Public Relations
• Public relations is finally public. • Press releases used to be written for journalists; now targeted to
your audience • Fast and easy self-publishing allows anyone to be the media • Journalists no longer filter the news • Sometimes a blog post can double as a press announcement • Journalists will find you precisely because you have selfpublished • Many journalists are on Twitter. It’s a great way to build personal relationships -- if you do it artfully. • Journalists are spread thing; expect short, succinct pitches anyway

Internet Strategies Workshop Series Multimedia Professional Program

Public Relations
• New press “wire” services have popped up to help distribute press
releases across the social Web • Most include hyperlinks (including anchor text), video, audio, photos • Some even have functional insets of your entire Web site Old guard distribution services have expanded their offerings as well Many include sophisticated “clipping” services that track many sites across the social Web, including “walled gardens” Crucial for crisis PR -- must respond in the milieus where crises errupt You should always optimize for search Easy to create your own online press room via sites like PItchEngine or on your own Web site or blog

• • • • •

Internet Strategies Workshop Series Multimedia Professional Program

Blogging
A blog (an abridgment of the term web log) is a website, usually maintained by an individual, with regular entries of commentary, descriptions of events, or other material such as graphics or video. Entries are commonly displayed in reverse chronological order. "Blog" can also be used as a verb, meaning to maintain or add content to a blog. Wordpress - One of the top blogging frameworks. TIP: Akismit the anti-spam solution they provide is top notch register at wordpress.com Blogger Type Pad /VOX
Our Class BLOG http://www.webmanual.org

Internet Strategies Workshop Series Multimedia Professional Program

SEO + SMM
The number-one benefit of social media marketing is gaining the allimportant eyeball. A significant 81% of all marketers indicated that their social media efforts have generated exposure for their businesses. Improving traffic and growing lists was the second major benefit, followed by building new partnerships. An unexpected benefit was a rise in search engine rankings reported by more than half of participants. As the search engine rankings improve, so will business exposure, lead generation efforts and a reduction in overall marketing expenses. From Danny Sullivans Key note at SearchFest 09’ Relationship between SMM and SEO Social Media includes a lot of diverse sites, and is subject to the puzzle of searcher intent. Surfers (sometimes known as people) visit these social sites for varying reasons. Figure out what they are looking for and take advantage of opportunities to incorporate your brand when appropriate.

Internet Strategies Workshop Series Multimedia Professional Program

Lifestreaming
A time-ordered stream of documents that functions as a diary of your electronic life; every document you create and every document other people send you is stored in your lifestream. a.k.a social stream Facebook ,Twitter, Friend Feed and tons of other services provide a rolling dialogue of our digital lives. A very strong SMM tactic is to pay attention to those streams and engage with customers in the spaces they communicate.

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Social Graph

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Lifecasting is a continual broadcast of events in a person's life through digital media. Typically, lifecasting is transmitted through the medium of the Internet and can involve wearable technology.[1] Lifecasting reverses the concept of surveillance, giving rise to sousveillance through portability, personal experience capture, daily routines and interactive communication with viewers.

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The new face of customer service:
Zappos pioneers customer service through employee empowerment and transparency
“Zappos is a customer focused company. We see great opportunities for both companies to learn from each other and create even better experiences for our customers. Jeff Bezos, Founder and CEO of Amazon.com http://www.youtube.com/watch?v=-hxX_Q5CnaA

http://twitter.zappos.com/employees

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New Customer Service mantra: proactive
They will find you even if you’re not looking for them.

Internet Strategies Workshop Series Multimedia Professional Program

Customer service changes brand perceptions
@comcastcares - Frank Eliason - Created a one to one customer response via twitter with an interesting side effect. “Thanks to the friendly Twitter network Frank has built up, customers occasionally help one another, as he discovered a few weeks earlier when he mentioned in a Tweet that he had an important family event during the day and would be unavailable. Once the event ended that evening, he logged onto Twitter at home to see which customers in the Twitt-osphere needed help that day.” http:// www.businessweek.com/managing/content/jan2009/ ca20090113_373506_page_3.htm

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Customer Service Gamechanger: Best Buy
http://bestbuyinc.com/mmr/july_2009/spot/

Twitter As A Customer Service Gamechanger... Best Buy's Twelpforce http://www.socialmediatoday.com/ SMC/129963

Internet Strategies Workshop Series Multimedia Professional Program

Tools of the Trade

How to choose the best platforms for your campaign

Internet Strategies Workshop Series Multimedia Professional Program

Google
1,000,000,000,000 (one trillion) - approximate number of unique URLs in Google’s index 2,000,000,000 (two billion) – very rough number of Google searches daily

• • • • • •

Gmail Google Reader iGoogle Google Maps Orkut Google Docs

Internet Strategies Workshop Series Multimedia Professional Program

Blogging
• Philosophy of Conversation • Compelling • Engaging • Targeted • Entertaining • Process Driven • Market Segment • REAL!!!!!

Internet Strategies Workshop Series Multimedia Professional Program

LinkedIn
Your online resume Scoured by HR pros/headhunters Essential for personal branding Demonstrate expertise in your field Connect with other experts Show the breadth of your network (numbers can impress) • Can create a company profile (connect other employees) • Adding connections isn’t fast or easy • • • • • •

Internet Strategies Workshop Series Multimedia Professional Program

LinkedIn
• On-site recommendations saves time and hassle • Post links to your blog, site, articles, etc. disguised as “questions” • Many new apps: • Show what you’re reading • See events connections are attending • Search conversations for buzz about your company • Share travel info • Poll your contacts • Post your slides via Slideshare (consider creating a resume slide!) • New: update via Twitter!

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Twitter
Drive traffic to blogs and Web sites Establish yourself as an expert Professional development Can be informal and personal Fastest platform for creating a following Grow your professional network exponentially Excellent research tool – rolling focus group Essential for rapid updates during an event or crisis Connect with journalists and analysts before you need them Can pull Twitter feeds into almost any site or blog.

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Twitter
Peer inside the minds of incredibly smart people Share industry news or breaking news Promote special events and provide live event feeds Aggregate information and offer category-specific feeds Solicit participation in polls and surveys Promote products; make spontaneous last-minute deals (great for unused inventory in travel/hospitality) Customer service and sales support (huge!) Get product feedback; issue alerts for product updates Get information – awesome for crowdsourcing!

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NING & other social networking platforms
Create a niche social network for any reason Best for professional groups, special interests, causes, hobbies, and education Members’ profiles follow them to different NING networks Robust feature sets make it a mini-Facebook Over 90 apps eCommerce is big Collaboration is key Free hosted account or pay to host at your domain

Internet Strategies Workshop Series Multimedia Professional Program

NING & other social networking platforms
• • • • • • • • • •
Many free templates You can brand it with complete control over CSS Create multiple forums Every member can tweak her own profile Every member can have a blog Discussion forums enabled Members can create groups within your network Branded video players available You can get started very quickly! Requires LOTS of attention to detail and some build-out (expectations have already been set by big social networks)

Internet Strategies Workshop Series Multimedia Professional Program

Internet Strategies Workshop Series Multimedia Professional Program

Facebook
• Can be a business tool like LinkedIn, but many think of it as
much more personal • It’s not fast to add friends and fans • Ideal for sharing anything visual (photos and video) • Can create friend lists • Can send mass announcements to groups and fans (downside is you can’t create friend lists for groups or fans) • People often don’t enter complete data about their networks on their profiles, making it hard to figure out where they live

Internet Strategies Workshop Series Multimedia Professional Program

Facebook
• Ideal for event listings; anyone can see them (non-friends & fans) • Enables lengthy, threaded conversations and blog-style posts • Be judicious about outreach – messages and updates can quickly • • • •

turn into spam Approach it with the idea of building community Get a vanity URL for a personal profile or fan page (if you have 100 fans) Apps and widgets can be great marketing tools, but are costly to build and still must be marketed Ads are cheap and targeted; studies suggest people pay more attention to them than typical banner ads

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20 million visitors/month Embedable Shareable Comments Full Screen Rapid Growth Paid Placement

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Podcasting

A podcast is a series of digital media files (either audio or video) that are released episodically and downloaded through web syndication

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120.3 million viewers watched 8.9 billion videos on YouTube.com (74.1 videos per viewer). July 2009 2nd Largest Search Engine 15 Hours of video uploaded every min Time it would take to view all of the material on YouTube (as of March 17th 2008): 412.3 years

Internet Strategies Workshop Series Multimedia Professional Program

Three sample campaign ideas:

Promote an event Sell a product Get a job

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New Media in a Convergence Culture

Understanding Marketing in the YouTube Age

Internet Strategies Workshop Series Multimedia Professional Program

Transmedia and Convergence Culture
Storytelling across multiple forms of media with each element making distinctive contributions to a viewer/user/player's understanding of the story world. By using different media formats, it attempts to create "entrypoints" through which consumers can become immersed in a story world. “Welcome, to convergence culture, where old and new media collide, where grassroots and corporate media intersect, where the power of the media producer and the power of the media consumer interact in unpredictable ways.”

Internet Strategies Workshop Series Multimedia Professional Program

Video Killed the Radio Star
67% of online Americans have now streamed or downloaded digital video content and 21.4 Billion online videos were watched in the U.S. in July 2009. (Ipsos MediaCT, September 2009) Online Video Facts from July 2009 • 81% of the U.S. Internet audience viewed online video. The average online video viewer watched 500 minutes of video during July 2009, or 8.3 hours. 48.2 million viewers watched 518.6 million videos on MySpace.com (10.8 videos per viewer!). The average Hulu viewer watched 12.0 videos, totaling 1 hour and 13 minutes of videos per viewer. The duration of the average online video was 3.7 minutes.

Internet Strategies Workshop Series Multimedia Professional Program

Navigating Media Beyond Linear Experiences - N.I.M.B.L.E.
The traditional linear video consumption patterns are starting to change. We are already seeing the Internet changing the way that media is being watched. Short format and user generated content is growing in views into the realm of tradition TV. The numbers that a successful viral video garner are in the millions and the Neilsons metrics don’t quite translate to this new model. These initial changes are starting to push the habits, especially among the younger demographic, into new patterns that make the next phase of evolution a more palatable experience. This new consumption pattern moves beyond the traditional linear viewing experience and into a non-linear viewing experience. Think of video consumption more like the way we consume blogs or other multi-threaded mediums like forums.

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Fan culture – meet @PeggyOlson

Internet Strategies Workshop Series Multimedia Professional Program

“Each character's tweets serve as an extension into the real world, and they're engaging with their fans in as real a way as I've seen yet.”

Internet Strategies Workshop Series Multimedia Professional Program

“I actually feel like I am interacting with the characters on the show and, as silly as this may seem, I almost feel like I am there with them at Sterling Cooper when I am reading their tweets.”

Internet Strategies Workshop Series Multimedia Professional Program

“Someone has started tweeting as different characters of Mad Men. It's so fun! It's like a little Mad Men world all it's own!”

Internet Strategies Workshop Series Multimedia Professional Program

“What could have been cleverly co-opted and adapted into a subtle viral marketing campaign has now been yanked from the interwaves, deeply upsetting committed yet attentiondeficit Twitterers.”

Internet Strategies Workshop Series Multimedia Professional Program

“The fake accounts of "Mad Men" characters like Don Draper and Peggy Olson, created by fans but taken down at the request of bumbling cable channel AMC, are back up again.”

Internet Strategies Workshop Series Multimedia Professional Program
5.99"

Internet Strategies Workshop Series Multimedia Professional Program

Internet Strategies Workshop Series Multimedia Professional Program

Internet Strategies Workshop Series Multimedia Professional Program

How to build fans for your products and services
• Aim to give more than you receive (the @GaryVee principle) • Know that people “friend” brands because they want deals or • • • • • •

customer service -- focus on what they want! Listen, listen, listen. You’ll need tools/methodologies for this. Entertain people. Do the unexpected. Create something worth sharing. • www.MadMenYourself.com, www.WillItBlend.com Be prolific. And speedy! Build community. Everyone wants to be acknowledged. Reward those who are most engaged with social capital.