Smmp10

Social Media Marketing PracticeGreatMystery14Suresh S.soodysoodywww.facebook.com/sureshsoodssoodHero5!twitter.com/soodywww.bravenewtalent.com/talent/suresh_soodwww.linkedin.com/in/sureshsoodscuzzy55GeektoidMangalasuresh.sood@uts.edu.auhttp://www.slideshare.net/ssood/smmp101

…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)

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

Agenda – SMMP (stage 1)Marketing transition 8S framework The beginning of social searchTools and tactics of SMMP Facebook fan marketingTwitter and implications for real time marketingB2B Social NetworkingBest Practices in Social MediaSocial GraphSocial Relationship ManagementIndustry Adoption & ROIFuture implications and where will the jobs come from ?7

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, 19978

The Content is the AudienceIn speaking about the mass media of the day, McLuhan stated “the content is the audience.”It’s an amazingly prescient statement. While the mass media most prominent in McLuhan’s time incorporated a one-to-many broadcast model, he understood that ultimately it was still up to each audience member to control their intake of that media, and to contextualize it in a way that made sense in their own world view.Facebook and the like simply extend this natural capability that media in general (and the people who consume media) have. Social media explicitly take the one-to-many and make it many-to-many. The content of social environments is the same as the content of a house party, or a coffee shop. They are about you. In fact, ALL media have ALWAYS been about you — they are about what you choose to pay attention to how you make sense of it in your life.McLuhan saw that half a century ago. Others are still figuring it out.Source: http://mediadriving.com/2009/01/26/what-marshall-mcluhan-knew-about-social-media-that-technology-experts-today-dont/9

Nielsen 2010 Social Media Report9 million Australians interact via social networksContent 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 wiki2 in 5 Australians interact with companies via social networks11

Collision of Marketing, Customer Service and PR “United Breaks Guitars”“They Shake me”12

The Future of Customer SupportSupport is a major marketing assetTeaches marketers how to deal with “messiness”Gems in unstructured user generated content Facilitate customers to self-support each otherProvides direct feedback to product development13

WHAT DO CUSTOMERS WANT ?A RelationshipPromptnessPromises KeptKept InformedFollow UpNo SurprisesDo It Right First TimeAccessibilityResponsivenessKnowledgeable PeopleSource : Ray Kurdupleski, (ex-AT&T) & Universal Card Services case study, Bradley T Gale, “Competing on Value”14

Example: Outside London flat15

Challenges Connecting with Council16

Engaged Citizen looking for new ways to connect with Council17

Challenge Today : Moving from Transactions Alone to RelationshipsFuture State= Citizen Engagement(relationships) We don’t do this really e.g. User generated content, ratings, reviews, 1:1 dialogueCurrent State= Transactions We do this stuff well e.g.Fines, Service Fees …18

Move to Citizen Facing Systems & RelationshipsFood Safety Offences (www.foodauthority.nsw.gov.au/penalty%2Dnotices/) 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 ServiceToronto, MyBikeLane(toronto.mybikelane.com/) reporting bike lane violations in Toronto. Little Bee is top offender. So far, zero violations at http://sydney.mybikelane.com/19

Social Media Marketing ChallengeLow engagement consumer(click on content : limited effort & no content generation )Bookmarking Clicking a link to share info or start a discussion threadVideo or photo viewingRate a serviceTouch someone, teleport or gesture via avatar in Second Life (SL) virtual tourist location Microblogging (Twitter) – 140 characters SMS (excludes Australia) Commenting on a blog entryWrite a reviewCreate a video blog entry/vlogBuild a city in SL, allow avatars to vote on favorite monuments or learn a languageHigh engagement consumer( effort spent on content creation e.g. take a video, create artifact )Level of Engagement  Brand Signal  Brand Equity 20

September 2009 “Midlife Australians Flock To Social Media”Forrester Groups Social Media Activities Into Five Categories21

September 2009 “Midlife Australians Flock To Social Media”Middle-Aged Australians Increased Content Consumption And Use Of Social Networks22

September 2009 “Midlife Australians Flock To Social Media”Middle-Aged Australians Increased Content Consumption And Use Of Social Networks (Cont.)23

March 2011 “Online Australians Shift To Social Networks”Most Online Australian Adults Use Social Media RegularlyIncreasing social media engagement24

Leisure ConversationalistsBase: US online leisure travelersSource: Forrester’s North American Technographics® Travel Online Studies, Q1 201025

Generation Y & 2020 ...”They have a different understanding of ‘basic skills’ – wanting to get high-level overviews and return for ‘deeper dives’ when and if needed……………they are very much just-in-time learners and they will go to the Internet or other sources as they need information or skills…In 2020 most Baby Boomers will have retired while Generation Y will dominate employment, comprising 42% of the workforce average job tenure will be around 3 years (4 years today) with voluntary annual turnover approaching 20%. More than 1 in 3 workers will be employed on a casual basis. Australia in 2020, Mark McCrindle

Comparing User Engagement Across Different Ad Types (Psychster and allrecipes.com, 2010)Sponsored Content ads, in which individuals viewed a holiday page that was “brought to you by” a leading brand, were the most engaging but produced the least purchase intent of the 7 ad types tested.Corporate Profiles on social-networking sites produced greater purchase intent and more recommendations when users could become a fan and add the logo to their own profiles than when they could not.Give and Get Widgets in which individuals could create and customize something (a car or a dinner menu) and then either send it to a friend (“give” widget) or keep it for themselves (“get” widget) were more engaging than traditional banner advertisements but no more likely to produce an intent to purchase.Above conclusions held across brands (a leading soup brand and a leading car brand) and publishers (on Allrecipes.com and on Facebook.com), but like traditional ads, widgets had increased success if the brand was relevant to the website (i.e a soup brand on a cooking website).

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 201028

Agenda – SMMP (stage 1)Marketing transition 8s framework The beginning of social searchTools and tactics of SMMP Facebook fan marketingTwitter and implications for real time marketingB2B Social NetworkingBest Practices in Social MediaSocial GraphSocial Relationship ManagementIndustry Adoption & ROIFuture implications and where will the jobs come from ?29

8 S’s of Social Media Marketing Practice1. Social Graph6. Social (being vs having)2. Story Feed (Stream)7. Service Dominant8. Social Commerce3. Social Gesture5. Sharing Stories4. Social Object30

“We Are Building A Web Where The Default Is Social”(Zuckerberg, 3rd F8 developer conference, San Francisco)Open Graph not just has a record of relationships with other people (“friends”)but database of relationships with everything else mapping interestsAny action on websites outside of Facebook.comupdate the profile and “Open graph” via social pluginsFacebook Open Graph is a “proxy you”, your preferences, behaviours and friends anywhere on web.Recommendations from friends not strangersMost personalised search engine with not only your tastes but friends tastes31

Facebook Object Types for Social Graph latitude longitude street-addresslocality regionpostal-codecountry-nameContact Info :emailphone_numberfax_numberlocation32

The BBC as Social GraphTopics EventsMusicProgrammesUsersGardeningNewsFood34

Facebook EdgeRanksource: 6 Tips to Increase Your Facebook EdgeRank and Exposure by Jim Lodico, 28/4/2011Object = status update or postEdge = like, comment or interaction with object Interesting info  more people interactions resulting in higher rank and story in “Top News” Posting status updates without conversation does not get high rank and move into “Top News” feedEdgeRank is based on sum of three factors: affinity or the relationship between the creator and userinteraction with the object (likes, commentshave different levels of user engagement) timeliness means new objects have better chance6 Tips to increase EdgeRankPublish objects that encourage interactionCreate a forumMake most of photos and videos Share linksKeep it freshAsk users to share

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.)37

Social Gesture @BlockBookmarkCheck-in (Foursquare)Comments#tags(Un)FollowLike (Facebook)SharePokesRetweetReblogStatus update(Un)Subscribe38

Opportunities to InfluenceWhen you are in a good moodWhen world view no longer makes senseWhen you can take action immediatelyWhen you feel indebted because of a favorImmediately after you have made a mistakeImmediately after you have denied a request

Social PsychologyReciprocity: we want to repay, in kind, what another person has provided usConsistency: desire to be (and to appear) consistent with what we have already doneSocial proof: to determine what is correct find out what other people think is correctAuthority: deep-seated sense of duty to authorityLikeability: we say yes to someone we likeScarcity: limitation enhances desirabilityRobert B. Cialdini, Influence: The Psychology of Persuasion (revised; New York: Quill, 1993)

Social Media Marketing and Principles of Influence(adapted from blog of MischaCoster) Following, Connecting or FriendsWho are you/what can you bring me/ What do others say about you ?Begin with Reciprocation (what will you bring ) to build followers Liking and similaritiesReciprocation and Liking => Drives social proof How does scarcity work in social media world of free downloadsSocial Media =sharing, giving and receivingScarcity in social media = unique value AuthorityQuantity of internet publications (Social proof) vs. Quality (Reciprocity)Authority most important and influential on topics of factGoogle ranks people – higher ranking for important pages and sites Expert on matters of fact emphasize authority when presenting Matters of taste (film, restaurant or hotel etc.) consensus, number of things To begin share valuable information and share authorities in agreement 41

Social Media Marketing and Principles of Influence(adapted from blog of MischaCoster) Critical mass of social proofLower mass than offline media Similarity in network of shared of interests and backgroundsNot as many dissimilar others as offlineCommitment and Consistency in Social MediaSmall effort for small favour to retweet, review or ask opinion How do we create a request for larger favour later ?Reciprocal response (the favour in return to your request) needs to be made actively, publicly and voluntarily (no one is forcing me to do any of this) Ask for action publicly made e.g. comments on website, share on other websites or within network Enough effort not to scare but meaningful stepFacebook like’ button is a very small effort but publicly made (gets shared in your own network)Liking a product, band or actor allows marketer to make a bigger request later e.g. visit demo offlineLike is consistent with preference to allow supplier to send relevant informationCharacterise in terms of larger issues (internal to individual) For an environmental cause (after “like” ) ask given importance of cause to individual would they become an ambassador in the network or geography Characterisein terms of larger issue not something small they didYou call the commitment to be logically consistent with what you have already done that you would do this larger one, because you are favorable to this cause or to this type of consumer product 42

Social Media Marketing and Principles of Influence(adapted from blog of MischaCoster) Social proof vs. Bystander effectSocial proof ( show certain behaviour when enough others show and makes you want it more)Bystander effect builds on theory of diffusion of responsibility with more people around, the less I will feel personally responsible for taking action in situations the appeal to my sense of responsibilityConflict when enough others donate I don’t need to do so makes it unnecessary to act Last year 75% participated - would you be willing ? - Nobody else has done it this year, so I still need you to do it!” Norm is social proof Wisdom of Crowds & creating social proofset up and monitor user groups, interest groups, customer networks that allow marketers to learn rather then to teach about their productThis was one of the highest scoring products among our test groupThis tested great among all the people that we tried it out on the internet 43

Research Based Importance of Social Proof“Werther” effect people suicide in copycat behaviourPluralistic Ignorance Personal responsibilty is high if only one onlooker of distressed person Peer behaviourChild learning skill vs Parental instructionHerd BehaviourMarketing implicationsWord of mouth, testimonials, case studies

Why Do People ‘Like’ A Company Or Brand?PalomaVazquez on November 1, 2010, www.psfk.comExtract from report released by ExactTarget and CoTweet

Social Proof and Social Media Marketing High subscriber counts get more subscribers fasterLots of blog post comments end up with many moreSocial news with lots of votes and interesting headlines gets votes form others before being readPopular bookmarks get even more popularRetweeted content spreads even faster through further retweetingRecommended content more favourable than foundQuality,quality & quality content spreads with social proof through reciprocity and liking establishing authority with people and Google Blogging Content creates bonding with customers

“…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.com48

“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) in“What Would Google Do?” Harper Business 49

Sharing StoriesWhat 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, 201050

Stories and Listening to Brand AttributesYour own stories are ego centricStories others tell about you to friends and associates (future prospects) are powerfulWhat vocabulary do others useWhat do others tell about your skillsWhat stories do you tell about othersBrand attributes are what others write and repeat

What is a Feed Story? (Facebook Guidelines)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 GuidelinesFeed 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" 52

Purpose Motive Linux-Apache-WikipediaDrive #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

The largest funding platform for creative projects in the world

platform facilitates carpooling and carsharingput passengers in touch with drivers – who are free to put a price on the rides they offer100,000 passengers find rides through Comuto per monthtraffic has doubled since volcanic eruption in Iceland56

Service-Dominant LogicA logic that views service, rather than goods, as the focus of economic and social exchange i.e., Service is exchanged for serviceEssential Concepts and ComponentsService: the application of competences for the benefit of another entityService (singular) is a process—distinct from “services”— particular types of goods Shifts primary focus to “operant resources” (skills and knowledge) from “operand resources” (static and tangible)See value as always co-created (Market With i.e. Collaborate with Customers & Partners to Create & Sustain Value)Sees goods as appliances for service deliveryImplies all economies are service economiesAll businesses are service businessesVargo, S.L. and R.F. Lusch (2004). “Evolving to a New Dominant Logic for Marketing, Journal of Marketing 68(January): 1-1760

S-Commerce StrategiesACQUISTIONRETENTION$$$Groupon✔Online✔F-commerceAmazonAmazonAmazonPhysical availabilitySee, touch, smellTry /useHuman interactionOffline✔✔✔Key opportunities – social selling and social loyalty/retention

How Shoppers Make Buying DecisionsWhich of the following are the three most important sources of information that you use to help make buying decisions?60%60%Online reviews more important than in-store employees, traditional media, and social networking 50%40%30%29%29%27%24%23%20%21%19%14%10%11%10%0Friends / FamilyData on mfg. sitesOnline reviews (store-based retailer sites)In-store employeesCustomer reviews on social networksCustomer reviews (online- only retailer sites)PrintCustomer reviews on blogs, message boardsTVOnline professional reviewsIn-store product displaysSample Size = 1,000 U.S. consumersSource: Cisco IBSG Research & Economics Practice, 2010

Groupon fuels innovation: at all levels of each stage of retail value chain ProductPrice Merchandising Payments Fulfilment

S-Commerce Category OpportunitiesRecommendations and reviewsSocial networkService /syndicationGroup Buying Retail or manufacturer siteSocial networkService /syndicationCommunitiesRetail or manufacturer siteSocial networkService /syndication

Social media marketingThe benefits of social media marketing practicebrand equitybuild enduring and intimate brand relationshipsSocial ✔commerceaccountable commercial outcomesresearch & developmentgenerate ideas, develop insights, test strategiesknowledge management generate, aggregate, disseminate organisational knowledge

Facebook is My Newspaper(Susie Wilkening, http://reachadvisors.typepad.com/)67

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 68

Detecting flu trends using search engine query data (intentionality)

16 million people in the UK accessed Internet via mobile phones in December 2009. Total of 6.7 billion pages and 4.8 billion minutes online during the month. Top 10 sites accounted for 70 per cent of total pages viewed and total time onlineFor comparative purposes 2.4 million Australians went online via mobile in June 201070

Australia Leads Average Time Spent per Person on Social Media SitesFacebook accounted for 56 % of total number of sessions on social networking/UCG sites in Australia, followed by Yahoo!7 20%, YouTube 10%, Wikipedia (7%) and Blogger (3%) Relates to users of a home broadband internet service. Source: Nielsen Online, June 201071

Australia Leads Average Time Spent per Person on Facebook72

Referral & Destination Traffic for April 2010agl & originenergySites people visit before going to agl.com.aufacebook.com (21.19%)google.com (15.57%)google.com.au ( 2.68%)Sites people visit after leaving agl.com.aufacebook.com (31.6%)energyaustralia.com.au (< 0.1%)google.com.au (<0.1%)Sites people visit before going to originenergy.com.augoogle.com.au (46.37%)google.com (25.33%)facebook.com ( 13.90%)Sites people visit after leaving orginenergy.com.augoogle.com (31.03%)google.com.au (22.31%)facebook.com (9.22%)73

Alexa Audit 12/04/11 – Demographics of Australian Web Sites (.au) What kind of visitors are we attracting ? visited more frequently by users in the age range 55-64 and no college education.graduate school educated and browse from work.

How to Participate in ConversationsConversational calendarKeywords/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 TwitterUse complaints or opportunity to discuss solutions Become an expert providing service through social exchange75

Social Media Conversation Calendar TriggersTweets ~ 1 to 2 per dayFacebook status dailyYouTube weeklyNew content ~ 3 to 5 hours per monthNew online contacts ~ 1 hour per month New blog post ~ 1 per working day

8 Levels of Social Media Analyticshttp://manobyte.com/blog/index.php/2008/11/what-is-social-media-analytics orginally adapted from Davenport T (2007), Competing on Analytics 77

First Step Monitoring [Brand] Conversations & TipsSocial Media DashboardAll social media sources relating to brandRSS technologiesMashups(e.g. YouTube, Flickr, Twitter, Nielsen, Google )Weak SignalsTwitter early warning in advance of bloggingSet up comprehensive Google AlertsSet up a feed reader with relevant blogs and new feedsUse Twitter Search to follow hashtagsand keywords in Twitter streamsStart immediately (~3 mins) with Netvibes and vocabulary 78

Collects info from Twitter, blogs, and other RSS sources

Less real-time (both benefit and drawback)

Powerful: Star, share, email, tag, notes, trends

LinkedIn - Job changes, New connections, Updates and Groups79

Brand Equity - Conversational Conversation Gap (Rubel 2005)Brand share of the online conversationGap between the total number of conversations about a category and the proportion which mention the brand operating in the categoryEquities 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 mentionedSee pp 115-116 Cook, N 2008. Enterprise 2.0 Hampshire,England: Gower Publishing81

Conversation Gap - Vacation and Paris* Total identified blogs: 99,181,005 @ 18 December, 2008 82

Conversation Gap - Vacation and Paris or Sydney * Total identified blogs: 151,048,780 @ 24 November, 2010 83

Paris – Equity Share Analysis of Attributes* Total identified blogs: 151,048,780@ 24 November, 2010 84

Blog Mentions:Sydney Opera House, Taj Mahal & Great Wall ChinaA review of the blogosphere on 8 June 2010 reveals 126.87 million blogs 85

How Social Media Supports the Myth of Paris 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, philosophers86

Content MarketingThought leadership, thought leadership & thought leadershipContent marketing is second guessing what your customers need to know and delivering the info in a relevant and compelling mannerBest practices, case studies and success storiesNot media company driven content but content for customersProvide materials to support a service where customer says ‘Wow, you really made this easier for me!’” e.g. Blendtec “Will it blend?”87

Wikipedia entries well placed on GoogleCollaborative authoring of contentUser-edited content17 million Wiki Pages Content changes must by approvedArticles are cross-indexedGenerate articles relating to your organisation,executives and newsMonitor articles on wikipedia for reputation managementReference with related entries 88

Content SyndicationRSSSocial bookmarking sitesNews Digg.com, Propeller.com, Reddit.com, Mixx.com, Shoutwire, Furl.comBookmarkingDel.icio.usChannel surfing StumbleUpon.comSME MarketingSmallBusinessBrief.comSEOSphinn.comContent marketingJunta42.com 89

“New Rules of New News Releases” Don’t send news releases only when “big news” is happeningFind good reasons to send news releases all the timeDon’t just target a handful of journalistsCreate news releases appealing directly to your buyers. Write releases rich with your keywords Include compelling offers consumers actionAdd social media tags with keywords so release can be foundDrive people into the sales process with a news release.David Meerman Scott’s The New Rules of Marketing and PR, 2007 90

Marketing ContentAudio and video recordings of interviews,roadshows or roundtables for repurposing e.g.podcastsRelease schedule focusing on key topics affecting customers with a free subscription Send out news releases through a keyword-optimized service e.g. PRWeb, eReleases (paid) or PR.com, Clickpress (free)Send releases direct to influential bloggers and post on Scribd and FreeIQPost videos of interviews on YouTube and industry specific video portals specific to your industryUpload audio & video to microsite relevant podcast directories All articles with own HTML pages on microsite Each article with social media capabilities, such as letting people add it to Facebook, Digg, or StumbleUponProvide a free e-book or whitepaper on microsite for downloading to continue the conversation with current customers information on prospects so that you can begin a conversation (no sales pitch education only)RSS feeds available for Web contentNew news releases are for building key links and for helping bloggers and influencers find the siteUpload articles to key vertical and social bookmarking sites If deemed relevant create a Facebook fan page and invite key customers to join the Facebook groupAdapted from Joe Pulizzi and Newt Barrett (2009) Get Content Get Customers, McGraw Hill 91

Diverse Content PracticesMillerwelds.comCategory killer for welding informationTween Waters Inn (Captiva Island)Fleishman-HillardBoomerBlog.com & NextGreatThing.comDavid Lawrence CentreMental Health & Substance abuseKitchen Studio of Naples, Floridaannporter.wordpress.com/Maui Wowi Franchisee CoffeesAndSmoothies.blogspot.comBitemark.comConversion rate blogMindjetPinsent MasonsOutlaw.com92

Article DirectoriesEzineArticles.comArticleDashboard.comBuzzle.comWebProNews (internet marketing)IdeaMarketers.comArticleAlley.comArticleCube.com93

Pyramid of Economics of Social ContentOriginal Content = XOriginal Content + Ratings/Reviews = 2X Original Content + Ratings/Reviews + User generated content = 4X Source: Happe R. (2009) Social Media in the Enterprise, GigaomPROHGTVRate My Spaceover 22MM page views per month, adding new ad revenue

3 additional campaigns and launched new tv series based on the online content94

Marketing in an Unpredictable WorldDuncan Watts & Steve Hasker, Harvard Business Review, September 2006Increase the number of bets, and decrease their sizeFocus on detection, measurement, and feedbackFollow through with flexible marketing budgetsExploit naturally emerging social influenceBuild flexibility into supply chains and contracts“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”.95

Relationships # TechnologiesIn Saren M. (2006) Marketing Graffati, Butterworth-Heinemann 97

Social BookmarkingInformation sharing and promotion for contentDelicious acquired by founders of YouTube(AVOS)Social bookmarking rank well in searchIncrease audience reach e.g. non-commercial usersTop 4 general sitesDigg,Delicious, Redditand StumbleuponTop niche sitesSlashdot.com (technical)Sphinn (search)tipd.com (financial) kirtsy (female)

Forums Zappos.comsubscription-basedforuman online electronics store, givesmembers the option of discussingissues regarding specific productsmyRidez recruits users to demonstrate how to install and upgrade vehicles, it has also made the page fun byasking users to submit photos of the finished vehicle.

Social Networking Technology and services creating unique personal profiles, mapping out relationships, and leveraging connections to accomplish a task.Key characteristics of Network :Personal Profile

ConnectionsProfiles: The Real Value Of Social Networks by Charlene Li, Forrester, July 2004102

Popular Social Networking Sites by Country China (420 M) - QQ, Xiaonei (now RenRen), 51, TencentUK - Facebook, Bebo, MySpaceNZ - Facebook, Bebo MySpaceUSA - Facebook, MySpace, TwitterKorea – CyworldJapan – Twitter, Mixi.jp (22 M users at 31/10)Germany - Facebook, StudiVZ, MySpaceThese social networks exclude popular dating sites e.g. Flirtomatic (UK) and loveonline (NZ) 103

Allows employees, consumers, passionate to collate and collaborateWeb pages anyone you allow can editShare best practice and knowledgeEmpower staff and value their experience104

TRENDMotivation to BlogThe Journal of Advertising Research (Huang et al., Dec 2007) identified five major motivations for a blogger to blog:self-expressionlife documenting commentingforum participatinginformation searchingThe idea of being able to escape the real worldWeb-based technologies help to unlock existing human needs105

Tag Cloud of Paige’s Story About Travel to ParisCreated from Daniel Steinbock’sTagCrowd under Creative Commons ©106106

Elaboration of Trip to Paris Blog Story (Means-End & Heider)Woodside,Sood & Miller 2008 When Consumers and Brands Talk Psychology & Marketing18."We went on Fat Tire's day trip to Monet's gardens and house in Giverny, about an hour outside Paris."17. "I wanted Paige to get a feel for shopping experiences that she would not have at home (aka the ubiquitous mall). "19....."I know Paige will treasure the memory of this girl's trip for many years to come."+16. "On our trip to Giverny, we met a young 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 lamb. We shared two dessert soufflés, one chocolate and the other cherry/almond. Yum"+3. Paris11.SitesThe Marais

L'Arc de Triomphe - 248 steps up and 248 steps down...

Les Invalides, Napoleon's Tomb and the Napoleon Museum

Train to Vernon, bike to Giverny with Fat Tire Bike Tours

http://www.fattirebiketoursparis.com/

Eiffel Tower+1.Gayle+15." Michael Osman is an American artists living in Paris.""He supplements his income by being a tour guide." I" found out about him on Fodors""So I engaged Michael for two days."+2. Paige14. "They had decide to come to Paris to find the Harley Davidson store so they could buy Harley Paris t-shirts."+4.”The occasion was my cousin Paige’s 16th”5. “I am a Canadian and get by in French.”13."The father stretched out his cupped hands which held all of the pieces they were able to recover, including the memory stick and he very solemnly said, "El muerto...".9. "I bought a Paris Pratique pocket-sized book at a Metro station. This handy guide has detailed maps of each arrondisement, as well as the metro lines, the bus lines, the RER and the SCNF (trains). I'll never be without this again."6. "All I can say is WOW! We rented a 2 bedroom, 1 ½ bath apartment (two showers), "Merlot" from ParisPerfect http://www.parisperfect.com/ and boy was it ever perfect! "12. Unforgettable Memories"This trip had so many memories, but here are a few choice highlights........On our very first night, knowing that the Eiffel Tower light show started at 10:00 p.m.... she [Paige] dropped her camera…down 6 flights…we were stunned…SpanishFamily below standing below [with pieces of the camera]”10."Six months before our trip, I gave Paige a couple of good guide books on Paris and suggested she let me know what her interests were since after all, this was to be her trip." 7. “We had a full view of the Eiffel from our charming little terrace. ....We were within walking distance to two metro stops (Pont d'Alma or Ecole Militaire) "8. "We were walkable to many good bistros, cafes and bakeries and only a few blocks from the wonderful market street Rue Cler." 107

Linguistic Inquiry and Word Count (LIWC)Text Analysis : The Psychological Power of Words Pennebaker, J. W., Francis ME, Booth RJ. (2001). Linguistic Inquiry and Word Count (LIWC): LIWC2001. Mahwah: Lawrence Erlbaum Associates. 108

Iconic Sites & Scenes from Paris BlogEiffel tour night showThe MaraisNotre DameL'Arc de Triomphe - 248 steps up and 248 steps down...Champs ElyseeJacquemart MuseumLouvre LiteMusee D'OrsayLes Invalides, Napoleon's Tomb and the Napoleon MuseumSacre CoeurMonmartreRodin MuseumPompidou MuseumTrain to Vernon, bike to Giverny with Fat Tire Bike Tours www.fattirebiketoursparis.com/109

Marketing & Advertising Strategy Implications from Paige’s StoryStory told in natural city setting Assume Paris = brandBrand 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 guideUse social relationships to sell citiesInterpersonal relationships (people travel with people) Near conversational interaction with brand: story is called “I love Paris”110

Publicity Effectiveness of Blogs versus online MagazinesThe results of the current study clearly show that the publicity effectiveness of blogs is higher than that of online magazines. The use of social media requires marketers to take a step back from traditional campaign thinking and focus more on relationship building. The study conclusively shows that the publicity effectiveness is superior in social media as compared to “traditional” online media. Public-relations practitioners end up in traditional media by reason of news-generating spectacular advertising campaigns, press releases, sponsored competitions, and the like. By contrast, for publicity to find a credible spot on blogs, placement efforts need to begin with genuine relationships with the bloggers.Finding “fashionable friends” online takes time and effort. The return of those investments, however, could provide marketers with a new kind of far-reaching effective publicity generated by blog producers who similarly devote both time and effort to promoting the brands they believe in.Colliander and Dahlen (2011), Following the Fashionable Friend :The Power of Social Media Weighing Publicity Effectiveness of Blogs versus online Magazines, Journal of Advertising Research, pp. 313 – 320.

Flickr - PhotosJoin a photo sharing site e.g. Flickr or Picasa

Upload photos and create a slideshow

Use the embed code from the slideshow or follow your blogs rules to embed it on your blog. Use HTML tab in blog form.

Optimize photos for the Web via Photoshop or via a Web-based solution(webresizer.com)

Provide interesting captions to your photos to tell the story112

Blendtech & Old Spice 700,884Susan Boyle62,169,017“United Breaks Guitars”10,177,221Old Spice The Man Your Man Could Smell Like30,796,471 ** views current as at 25 March 2011

Check out http://www.youtube.com/t/creators_corner e.g. 3D, cloud editor

Interview people, have a talk show, do a video blog with commentary, make short films, be creative

Embed the video on your blog. Embed code is readily available to the right of your videos on YouTube

Tag videos with appropriate key terms to help others find your content

Explore and post other video sites, like Vimeo, ViddlerUser generated video reviews show strong presence of strategic advertising elements

Explore and post other sites, like Vimeo, Viddler119

YouTube Insight – Video Analytics 120

Archetypes of Consumer Conversations About CG Ads Campbell et al (2011), Understanding Consumer Conversations Around ads in a Web 2.0 World, Journal of Advertising Research, vol 40, no.1, Spring, pp.87-102The Debate The Inquiry ConceptualThe OppositionaryCollaborativeEmotiveThe Flame The Laudation 121

Engaging Video Ingredients: Deconstructing a TEDTalk[ TEDTALK 2010] Mini-Documentary Thomas Clifford 1/4/2011Simple – video follows two people appearing at an event.Emotional – includes emotional ups and downs.Intriguing - kept in suspense through a compelling storyline.5 main ingredients:MusicInterviewsLive event: beforeLive event: duringLive event: after122

UStream.tvLive streaming video from desktop or smartphone

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

Easy to embed in your blog or Facebook via application

Show pages allow for audience to chat and comment on an episode123

MashupsWeb application combining data from more than one source into a single integrated view or tool Online directory of mashups: http://programmableweb.com/mashups124

Australian Facebook DemographicsSource:checkfacebook.com – 22/11/10Country Audience 9,530,800(1.74% of global)126

Facebook PagesWhat would it be like to work with you?News about your businessShare your workShare blog postsSpecials and events only on FacebookUse your own voice.127

Case Studies - FacebookTommeeTippee Australia BrasnthingsSSP (Sydney international airport)Logos Bible SoftwareColdstone CreameryDel Mar racetrack Washington Redskins

Posting to FacebookPost events to Facebook :In your Group or Fan page create an eventInvite Fans or Facebook friends to attend the event - this engages your communityShare the event specific URL via Twitter too (use bit.ly)Take your Twitter/Blog bit.ly URL and share it on Facebook via the “what’s on your mind” status update by Pasting the link129

Like, Comment & ShareThe “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 friends find interesting and relevant.If you don’t want to leave a comment just click on the “like” buttonIf 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 postingIf you really like the posting and want all of your friends/fans to know about it click on the “share” button.130

Facebook – Main TabsWall – mini press releases, announcementsInfo – static information, Overview, mission, etc.Photos – multiple photo albumsVideosYou can add custom tabs131

Facebook InsightsFacebook wants your fans to interact with your Page:Wall postsLikesCommentsAsk questions of your fansSurveys – polls - inputUse a casual approach where appropriate132

The 12 most annoying types of FacebookersThe Let-Me-Tell-You-Every-Detail-of-My-Day Bore The Self-PromoterThe Friend-Padder. The Town CrierTMIer (The Much)The Bad GrammarianThe Sympathy-Baiter. The LurkerThe CrankThe PaparazzoThe ObscuristThe Chronic Inviter133

Sharing Your Content and InformationDate of Last Revision: October 4, 2010 Statement of Rights and ResponsibilitiesStatement of Rights and ResponsibilitiesSharing Your Content and InformationYou own all of the content and information you post on Facebook, and you can control how it is shared through your privacy and application settings. In addition: For content that is covered by intellectual property rights, like photos and videos ("IP content"), you specifically give us the following permission, subject to your privacy and application settings: you grant us a non-exclusive, transferable, sub-licensable, royalty-free, worldwide license to use any IP content that you post on or in connection with Facebook ("IP License"). This IP License ends when you delete your IP content or your account unless your content has been shared with others, and they have not deleted it.When you delete IP content, it is deleted in a manner similar to emptying the recycle bin on a computer. However, you understand that removed content may persist in backup copies for a reasonable period of time (but will not be available to others).When you use an application, your content and information is shared with the application. We require applications to respect your privacy, and your agreement with that application will control how the application can use, store, and transfer that content and information. (To learn more about Platform, read our Privacy Policy and About Platform page.)When you publish content or information using the "everyone" setting, it means that you are allowing everyone, including people off of Facebook, to access and use that information, and to associate it with you (i.e., your name and profile picture).We always appreciate your feedback or other suggestions about Facebook, but you understand that we may use them without any obligation to compensate you for them (just as you have no obligation to offer them).134

Twitter and Marketing PredictionsTweets is “found data” without asking questionsMore meaning than typical search engine queryLarge numbers of passive participants in natural settingsTwitter can predict the stock market (Lisa Grossman, Wired, Oct 19 2010)Predict movie success in first few weekends of release“…it also raises an interesting new question for advertisers and marketing executives. Can they change the demand for their film, product or service buy directly influencing the rate at which people tweet about it? In other words, can they change the future that tweeters predict?” Tech Review, http://www.technologyreview.com/blog/arxiv/25000/

Water Cooler Intelligence Microbloggingmicrosharing -> microlearningStatus management without walking around -touching base Checking the overall state of company or group - awarenessResponse and listening – all optional i.e. a pub/sub model Spot check all is well or anyone absent or problems ?Adjust accordingly and move onCollaborate Share infoGet to know othersMore awareWhat are you working on ?What is taking up time – ask advice What did you learn ?137

A Look at the NumbersWorldwide visitors approached 10M in Feb 2009, up 700+% vs. Feb 2008 (Comscore)180 M unique visitors per month( Huffington Post, 30/4/2010)105,779,710 registered users (ibid) 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 Twitter25-54 year old crowd is driving this trend45-54 year olds 36% more likely to visit Twitter, making them the highest indexing age groupNext is 25-34 year olds: 30% more likelyTwitter rose to over 800,000 users in June 2009, up from 13,000 in 2008**Twitter gets a total of 3 billion requests a day via its APITwitter's search engine receives around 600 million search queries per day.2007 ~ 5,000 tweets per day2008, ~ 300,000 tweets per day2009 ~2.5 million tweets every dayEnd 2009 Tweet growth 1,400% reaching 35 million tweets per dayFeb 2010 Twitter sees 50 million tweets created per day or 600 TPSSource :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 2009138

TWITTERAmbient intelligenceTakes microblogging mainstreamA giant “coffee shop”Limited to 140 charactersUse Twitter to :post blog updatesconnect with existing membersrecruit new members139

TWITTER BASICSHandle - @soodyFollow – who you’re listening toReplies – have a conversation! @Retweet – RETWEET or RT#FollowFriday (#FF)Avatar – Your picture. Decide Logo or FaceHashtag - #TwOrCo – Twitterers in OCYou can create your own hashtag #PUTM140

DM (Direct Message)Direct messages (DMs) are Twitter’s private messaging channel like Instant Messaging. Tweets appear on your home page under the Direct Messages tabEmail notifications turned on, you’ll also get an email message when somebody DMs . DMsdon’t appear in either person’s public timeline or in search results. No one but you can see your DMs.You can send DM only to people who are following you. Conversely, you can receive them only from people you’re following.You can send DMs from the Direct Messages tab by using the pull-down menu to choose a recipient and then typing in your note. To send a DM from your home page, start your message with “d username,” like this:dStephenieHow about next Monday? 141

Finding People to FollowGo to www.search.twitter.comIn the advanced search field enter: near:2066 within:25kmReplace with your zip code and extend radius if desiredThe search results include all Tweeters based within your areaClick on a user name and their Twitter page will openClick “Follow”Repeat steps as many times over to check users of interestIf you find a local Twitter with lots of followers go to their page and click on the pictures on their page of their followerswww.tweetva.com to check a Twitter business listingwww.wefollow.comand “Enter a Tag” to follow the resultsVisit pages of people who follow you and check out their followers to see if you want to follow them142

This is Negative WOM! Should We Care?144

Feedback & Complaints ManagementCustomerServiceDirect sales via links & Promotions145

Twitter Tools & Applications CommuterFeed.comusers tweet traffic infoTweetDeckTweetStats146

Relationship to IM & e-mailAugments, does not replaceEmail – longer strands of asynchronous infoIM – direct conversation, file sharing, video, screen sharing – SkypePhone – more complex messages; more critical conversations where tone is important148

First stepsConsider FaceBook first Try Twitter or Yammer starting smallHave fun, and give them a chanceAdd social media to your profile149

What Can You Do?How could your business provide “elegant organisation” for your customers and staff with Twitter or Yammer and themobile phone?150

LinkedInOver 75 million users 2M+ professionals in Australia (~40% of professionals)Widely used in Financial Services (Sydney, Brisbane & Melbourne)Australian member usage ~ 8 minutes per month 152

Find and recruit staffCreate employee groups and pool ideasCreate a company profileNetwork with related professionalsBe a ResourceAnswer Questions as an expert in your field. Provide referrals. Make meaningful connections.Use an Authentic Style in your Profile153

Guy Kawasaki’s 11 Ways to Use LinkedIn:1. Increase your visibility2. Improve your connectabilityImprove your Google PageRank4. Enhance your search engine results5. Perform blind, “reverse,” and company reference checks6. Increase the relevancy of your job search 7. Make your interview go smoother8. Gauge the health of a company9. Gauge the health of an industry10. Track startups. 11. Ask for advice. (LinkedIn Answers)Source: http://blog.guykawasaki.com/2007/01/ten_ways_to_use.html154

VOIP-Podcasting-WebinarsVOIPPodcastingWebinarsGo 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/)156

On demand Webinar Zipcast™ (Slideshare)Competes with GoToMeeting and WebexMeeting on the go Adds social to invite friends on Facebook and Twitter including chat postings on FacebookHosts a meeting in less than 30 secondsClick Zipcast on any slideshare presentationSelect Public or PrivateStart Zipcast & enable live videoCons – can’t record, schedule, register or take payments 157

Best Practices - SharingAdd “Share This” widgets to your websiteCreate your own widgets that or visitors can share on their own sites and pagesShare the content of othersShare your own content across platforms159

Best Practices: RSSMake sure your content has an RSS feedShare your RSS feed with site visitors, social network friendsUse RSS feeds to help streamline your social media workflowBloglines Web-based aggregator www.bloglines.com160

Best Practices: BloggingPick an interesting voiceMaximize outbound linksSet outbound links to be opened in a new windowInvite and encourage conversation161

Best Practices: YouTubeGet a nonprofit channelTag your videos with keywordsEmbed videos in your blog and websiteEngage commenters162

Best Practices: FacebookProfiles are for PeopleGet a Page, Get Some FansUse Groups* for largescale controlled membershipUse Events to Generate AttendanceCauses: Donations Note: “Groups” # “groups”163

Best Practices: Twitter70 – 20 – 10 Engagement Model (Angela Maiers)70% - Sharing others voices, opinions, and tools20% - Responding, connecting, collaboration, and co-creating with like-minded Twitter colleagues10% - Promoting and/or chit-chatting164

Ping.FmPost Multiple Social Networks Simultaneously Posting methodsstatus updates “@s”micro-blogging “@m”Blogging “@b blog title^post”

A New Way of Marketing ? Social Network Marketing 1:1 Marketing ‘All Customersin a network interrelated’Segment Marketing‘All Customers are different’‘All Customers in a segment the same’ShotgunMarketing‘All Customers the same’167

Giant Global Graph'll be thinking in the graph. My flights. My friends. Things in my life. My breakfast. What was that? Oh, yogourt, granola, nuts, and fresh fruit, since you ask.Submitted by timbl on Wed, 2007-11-21http://dig.csail.mit.edu/breadcrumbs/node/215168

Social Network RepresentationPrimary focus is actors & relationships # actors & attributesNodes (Actors) connected by Links (Ties/relationship or edge)Links represent flows or transfermaterial goods or information Adjacency list1: 22: 1, 33: 21Graph orsociogram23Adjacency matrix1 2 30 1 01 0 10 1 0123RelationshipActors1 = presence of link0 = no direct link 169

Key Network MeasuresDegree CentralityBetweenness CentralityCloseness CentralityEigenvector CentralityDiana’sCliquekrackkite.##h (modified labels)Connector(hub)VendorContractor ?BrokerBoundary spanners174

UCINET 6 UCINET IV for DOS is free Grab bag of techniques and proceduresMatrix centered view rows & columns - actorscell value - relationshipCitation Borgatti, S.P., M.G. Everett, and L.C. Freeman. 1999. UCINET 6.0 Version 1.00. Natick: Analytic Technologies.Network analysis requires:##h file contains meta data about the network ##d file contains the actual data about the network175

Useful ReferencesUCINET user guideTutorial Prof HannemanNetwork Analysis in Marketing (Webster & Morrison 2004)www.insna.org(international network for social analysis)176

Data Language (DL) Filetypedl nr = 6, nc = 4 col labels:hook,canyon,silence,rosencrantz data: 0 1 1 0 1 0 1 1 1 1 0 0dl nr = 6, nc = 4 row labels embedded col labels embedded data: Dian Norm Coach Sam Mon 0 1 1 0 Tue 1 0 1 1 Wed 1 1 0 0 Thu 0 1 0 0 Fri 1 0 1 1 Sat 1 1 0 0177

Standard Data SetsBorgatti, S.P., Everett, M.G. and Freeman, L.C. 2002. Ucinet 6 for Windows. Harvard: Analytic Technologies.BERNARD & KILLWORTHFRATERNITY interactions among students living in a fraternity at a West Virginia collegeHAM RADIO radio calls made over a one-month period (voice-activated recording device)OFFICE interactions in a small business office. TECHNICALCAMP 92COUNTRIES TRADE DATADAVIS SOUTHERN CLUB WOMEN observed attendance at women’s club in 1930sFREEMAN'S EIES DATAGAGNON & MACRAE PRISONGALASKIEWICZ'S CEO'S AND CLUBSKAPFERER MINEKAPFERER TAILOR SHOPKNOKE BUREAUCRACIES 10 organizations and two relationships – money & info exchangeKRACKHARDT HIGH-TECH MANAGERSKRACKHARDT OFFICE CSSNEWCOMB FRATERNITYPADGETT FLORENTINE FAMILIESREAD HIGHLAND TRIBESROETHLISBERGER & DICKSON BANK WIRING ROOMSAMPSON MONASTERY Experimental and case study of social relationships." Doctoral dissertation, Cornell Univ.SCHWIMMER TARO EXCHANGESTOKMAN-ZIEGLER CORPORATE INTERLOCKSTHURMAN OFFICEWOLFE PRIMATESZACHARY KARATE CLUB178

NodeXL - Excel 2007 template for viewing and analyzing network graphswww.codeplex.com/NodeXL179

The benefits of a house (“own”) COMMUNITYSocial commerceDonations, gifts, e-coupons…Brand equitybuild enduring and intimate brand relationships in Australiaand globallyResearch & Developmentgenerate ideas, develop insights, test strategiesKnowledge management generate, aggregate, disseminate organisational knowledge

your communityBuilding your communityIntegration with industry specific platformsIntegration with social media platformsLeveraging existing offline channelsSEO, SEM & SMO

How to CommenceIdentify where social network data and content can/should be integrated e.g. Web siteLeverage existing identity and social graphs where your audience hangs, e.g. Facebook ConnectPrivacy and permission policies and processes aligned with an open strategy183

OrganisationalView Identify key influencersMaximise budgetsPrecision targetingMorph “CRM” to “SRM”184

Social CRM Social Networking Platforms And Online Group ServicesMember profilesBlog: Collaborative blogForum discussionShared calendarPhoto galleriesVideoGartner Magic Quadrant for Social CRM(June 2010)nouhailler.wordpress.com/2010/10/15/social-networking-platforms-and-online-group-services/185

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