Description
Marketing through social media, website strategy, website constituents, search engine optimization, Paid search apps, trends in SEO, advertising on the net, banner ads, pinpoint marketing, day part marketing, search engine marketing, viral marketing, RSS, social influence marketing, social media strategy of r organizations, key performance indicator of social media effectiveness.
ONLINE AND INTERACTIVE MEDIA
Internet, Mobile, Social Media
ONLINE & INTERACTIVE MEDIA
INTERNET
• • • Websites Search Engine Optimization Online community
• • • • Message Boards Message Board Calendar Discussion groups and forums Chat rooms
• Search Engine Marketing • Contests • Sponsorship : Ownership of an entire site or page • E-Mail
• • • Permission Based E-mail E-mail Newsletters Push Technologies/ Webcasting; Automatic or unsolicited message delivery
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Advertising; A portion of another owner’s page
• • • • • • • Keywords Banner Ads Pop-Ups :Hypertext links to other sites, pages or locations Interstitial : Ads appearing while waiting for a page to load Links : Hypertext links to other sites, pages or locations Infomercials Embedded Marketing Messages
• E-Commerce
ONLINE & INTERACTIVE MEDIA
MOBILE PHONES AS A MEDIUM
• • • • • • • • • • • • • Accessing news and information Checking up on the latest celebrity gossip Checking the weather Looking up addresses and finding directions Buying products, images, ringtones – and even pizza Receiving the latest coupons and promotional discounts from their favorite stores Playing games Listening to music and watching movies Responding to their favorite brand’s mobile messages Participating with and supporting, political candidates Donating money to their favorite charities Socializing with friends and marketers Updating friends and family on their locations and activities
ONLINE & INTERACTIVE MEDIA
MOBILE PHONES
• • • • • • • • • SMS MMS E-mail Voice Internet Mobile Web Proximity Spectrum – Wi-Fi Applications including Blue-tooth Mobile search
ONLINE & INTERACTIVE MEDIA
SOCIAL MEDIA
• • • • • • • • • • Blogs Message Boards Podcasts Micro blogs Bookmarks Social Networks Communities Wikis Vlogs Social Influencers
ELEMENTS FOR CREATING ONLINE LIFETIME VALUE
APPLICATIONS
COMMUNITY
PERSONALISED SUPPORT & ADVICE
CUSTOMER EXPERIENCE
TRUST
PERSONALISED OFFERS & CAMPAIGNS
EASE OF USE
The Big Three Business Goals
ONLINE MARKETING
Placing your business or product on the Internet for millions of users to access so that you can turn your website into a strong tool to maximize your sales and business potential
WEBSITE STRATEGY
• Step 1
• • Is your website connecting with the goals of my business? Your SEO campaign must support the overall business goals, not just your website
Who do I want to visit my website? What do I want visitors to do on my website? Which page do I most want my website visitors to see? (landing/ entry pages)
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Step 2
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Step 3
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What is the call to action/ conversion
Tracking results
Step 4
WEBSITE CONSTITUENTS
• • • • • • • • • • • • • • • • • Corporate history, news and press releases Executive biographies Product and service information Online purchasing/ donation Support for existing customers/clients/ students News and current events Articles and white papers Religious, philosophical or political comment Online request for information (RFI forms) Log in for restricted information Instructions for making contact offline/ via e-mail Directions, hours of operations for brick and mortar locations Links to other resources Customer testimonials Fun, games or entertainment A strong brand identity Art or craft portfolio • • • • • • • • Educational materials Information specially for geographically local visitors Software/ documents available for download Media( pictures, audio, video) available for viewing/ downloading Site Map Site search function Live help/ contact function Ways for members of the community to connect with each other on the site (forums, bulleting boards etc) Blog postings and reader comments Methods for users to help promote your site (e-mail, Digg this etc)
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Changing the one directional, island-mentality
MORE THAN A WEBSITE
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Marketing online includes communicating with your customers, promoting your business or product and making sure that your website content is useful and up to date You don’t need to have a huge budget to put together a marketing campaign that is effective You can use website templates, shopping cart templates, and online marketing templates to make your marketing easy and profitable
SEARCH ENGINES
“The person you want to find your website is the person who is searching for you!”
SEARCH ENGINES
• A Search Engine is a database that holds pieces of HTML text that have been gathered from millions of sites all over the web
• • • • • Google Yahoo! MSN/ Live Search Ask AOL (?)
HOW SEARCH ENGINES WORK
• Search triggers the engine which brings all sites that maybe relevant to that term to the forefront using a Robot/ Spider
• Software that gathers information about your site and brings it back to be analyzed by a powerful “central” engine. This activity is called crawling/ spidering by following obstacle free paths: HTML links
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The Search Engine uses a secret formula aka a search ranking algorithm to sort the results and present a list of relevant sites containing the phrase Search results are blended- robot sourced listings, directory listings, image, video and paid ads
SEARCH ENGINE RANKING ALGORITHM
• A formula that the search engine uses to determines its rankings based on
• Keyword repetition • Careful keyword selection with reasonable repetition in strategic places is critical Visible HTML text on the page HTML page titles Inbound links ( quality and quantity) Age of the site/ domain Site authority
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SEARCH ENGINE OPTIMIZATION
• The technique of developing your website content so that its ranking increases in search engine databases by using the right words and be as relevant as possible to a user’s search It describes a diverse set of activities that you can perform to increase the number of desirable visitors who come to your website via search engines. This includes:
• • • • Things you do to your site itself such as making changes to your text and HTML code Communicating directly with the Search Engines Pursuing other sources of traffic by making requests for listings/ links Tracking, research and competitive review
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SEARCH ENGINE OPTIMIZATION
• • SEO is about gaining targeted visitors. It is not advertising The total package is called Search Marketing/ SEO or SEO/SEM. Also called Competitive Webmastering Non-paid search: Organic/ natural SEO Paid Search: SEM
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SEO TIPS
• • • • • Good HTML titles Good body copy. Text is eternally important in search Great content Often, factors that matter most in Search Engine Algorithms are good for both websites and their users Each page on your website is analyzed individually by the search engine Keyword density: 5-10% should be target keywords. But it should make sense within the realm of quality writing
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DIRECTORIES
• Compiled by humans based on submissions from site owners
• • Purchase a listing Pay for the privilege of having a submission reviewed
PAID SEARCH ADS
• • Pay per click (PPC)- Google AdWords, Yahoo! You decide which search terms you want your site to be seen for and you write your own listing to correspond with your chosen terms Every time they click on your listing you pay a fee and you can control the spend for each click (bid)
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SITE FEEDS
• • Send information on updates to search engines These could be paid for/ trusted feeds
OTHER SEARCH SOURCES
• • • • Image Video Local Content Partners
META SEARCH ENGINES AND SEARCH AGGREGATORS
• • This is for people who like to compare search results Meta search engines and search aggregators make it easy to review listings from different search engines in one screen
TRENDS IN SEO
• • • Universal or blended search Search engine transparency Smarter robot meta tags (keyword rich elevator pitch) Widgets Social search (Digg, del.icio.us) Mobile Search (WAP sites)
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ONLINE COMMUNITY
• • An online community can be accessed anywhere, any time Components of an online community include
• • • • • Chatrooms Message boards Newsletters Event calendars Anything else that lets an Internet user interact with others who are online
HEALTHY COMMUNITIES
• HEALTH FACTORS • Growing = Members • Useful= Content • Popular= Traffic • Responsive to each others posts • Interactive= Topic interaction • Liveliness
ADVERTISING ON THE NET
RETURN ON INVESTMENT
Cost-per-lead across different marketing methods
Search
£ 0.27 £ 0.45 £ 1.90 £ 9.00
£ 2.00 £ 4.00 £ 6.00 £ 8.00 £ 10.00
Email
Banner Ads
Direct Mail
£ 0.00
PIPER JAFFRAY REPORT 2003
• Search average acquisition cost: £7- £10 vs. the online average of £20 • 59% of websites receive more than half their traffic from search engine referrals
BANNER ADS
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Banner ads can be used to reach the greatest number of people Or you can focus on the right type of people for the product or service that you’re selling by buying space on web pages that are very targeted Ads are cheaper the more targeted a web page is. And the cheaper the ad the more cost effective your banner ads will be Placing banner ads on a web page that is as deep into the website will reach people who are truly looking for information that relates to your business Banner ads can also be embedded into web pages with content related to your business, which appear when key words that are linked to your product or service are typed into the search engine by visitors to the website
PINPOINT MARKETING
• It is the process of sending the right message at the right time so that it produces actual results For example, if you’re at a ball game and are eating a bag of popcorn and the Coca-Cola logo appears on the big screen, the next you thing you know you’re looking for is a can of Coke
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DAY-PART MAKETING
• The placement and timing of ads on the Internet has become so important to online marketing that some companies, such as Yahoo!, are selling advertisements in “day-part” Day-part like on television specifies at which time of the day certain ads are viewed so that you can effectively target your customers
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KEY METRICS
• • • • Unique visitors and page views Referrers Entry Pages Exit pages and bounces ( visitor leaving after viewing just one page)
Search now the most dominant form of online communication
SEARCH ENGINE MARKETING
KEYWORDS
• One of the most cost effective ways to use your online marketing budget is to buy keywords.
KEYWORD TARGETED ON SEARCH ENGINES
Polymers
Presence during the Information seeking process
KEYWORD TARGETED ON SEARCH ENGINES
Your Ads will Show here
GOOGLE AD SENSE
One buy enables your clients to reach target audiences as they search and read online
Google #1 search engine, including:
network
Search partners, including:
Online The Google Network reaches over 80% of Indian Internet users
Thousands of Content partners, including:
CONTENT TARGETED CAMPAIGNS
Consumers see your marketing message when they are reading relevant content
MEASURING EFFECTIVENESS
PAY PER CLICK REVIEW
• • • • • • • Top performing terms Total campaign cost Average cost per click Total click-throughs Click-through rate Conversion rate Cost per conversion
MEASURES OF EFFECTIVENESS
? Online Measuring
? Data on demographics, psychographics, location of access, media used, buying habits, and more. ? Daily user interviews to measure recall and retention of web content viewed
? Recall and Retention ? Non-response ? Surveys ? Panels
? Measures of destination after failure to click-through
? On- and off-line surveys to determine usage factors ? Usage and attitude data obtained from a specific group ? Sales volume keyed to specific times and sites ? Accumulation of site performance data
? Sales
? Tracking
SOURCES OF MEASUREMENT DATA
? ? ? ? ? ? ? ? ? ? ? ? Arbitron MRI and SMRB Internet Advertising Bureau (IAB) iVALS PC-Meter eMarketer eAdvertiser Double-Click 24/7 Jupiter, Forrester and MediaMetrics Business 2.0, Industry Standard, Fast Company Internet Advertising Report and Individual.com
SOCIAL MEDIA/WEB
The Power of the Collective
Social media derives its value simultaneously from the collective and the individual, not the mass. This is a reversal of traditional marketing and creative models where a single message is crafted and pushed out to a mass audience Also it lacks the option to force an interruption: Your message has to be invited on
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Social Media refers to content created and consumed by regular people for each other. It is making everyone in the world a content publisher and arbitrator. It is democratizing the web Social media isn’t just about the content itself, it is about the way in which consumers of content are connected and about the conversations that result The conversations that take place on the Social Web determine how easy – or difficult – your task in driving the conversation will be Essential elements of social networking are: • Comments on a website • Photographs on a photo-sharing site • Conversations with friends in a social network • Blog posts that one publishes / comments on
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Social media can be organized as • Platforms
• This includes social networks along with whitelabel communities and forum applications This includes ratings, reviews, photos, videos, podcasts, and similar content that is created and shared on the Social Web This includes the little bits of information that flow around through feeds, email, and SMS that tell participants what is going on across the Social Web
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Content
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Interactions
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Social media is fundamentally measurable
SOCIAL MEDIA IS ALL ABOUT PEOPLE
• • Conversations require people and the purpose of social media is to empower and enable conversations digitally People like to be engaged
• Speak at them or speak with them, get them to participate Don’t ramble, be respectful of their time Build a relationship, reciprocate Tap into their expertise
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People are busy
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People like to be appreciated Make people the experts
FOUR RULES OF PARTICIPATION
• • • • Authenticity Operate on quid pro quo basis Give participants equal status Let go of the campaign
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Blogosphere A collective term encompassing all blogs and their inter connections. It’s the perception that blogs exist together as a connected community A blog is basically a diary that others can comment on. It is the “comment on” part that makes a blog so different from a diary or journal The wiki is similar in that it is also participative; however rather than being a sequential journal that gives rise to a collective conservations, the end result of the wiki is a single entry that reflects the collective consensus Like the blog, the wiki is built by a combination of its owners and readers. Unlike the blog – where each sequential ownergenerated post (typically date-ordered, most recent first) is followed by reader-generated comments- the wiki allows readers and owners alike to directly modify the primary post
BLOGS & WIKIS
COMPANY BLOGS AND WIKIS
• • The blog is a great placed to start dynamic conversation about things that interest your customers The wiki is a natural place to build your product FAQ: Post your frequent questions, or suggest an answer, and then let your customers refine those answers over time based on their actual, collective experience Social Media Content Tools Technorati (http://www.technorati.com/) Google Blogsearch (http://blogsearch.google.com) BlogPulse (http://www.blogpulse.com) BlogPulse Trend (http://www.blogpulse.com/trend)
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MICROBLOGS
• Microblogs are short sentences or thoughts: like status updates
• • • • • Number of followers Followers of followers Tweet frequency and recency Ratio of following to followers (follow less) Retweets
Twitter (http://twitter.com/), the current darling of the social media world Pownce (http://pownce.com/) Tumblr (http://tumblr.com) Plurk (http://plurk.com) Seesmic (http://seesmic.com)
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Some sites
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TAGS
• Tags are little descriptive bits that you apply to content so that you (and others) can find it again later Tagging Sites
• • • Del.icio.us (http://del.icio.us) Stumble Upon (http://www.stumbleupon.com) Ma.gnolia (http://ma.gnolia.com)
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VIRAL MARKETING
• • Viral marketing is not the same as social media While the Social Web is an environment through which your message can spread it is not a given Savvy Social Web citizens– in large numbers – have to value and accept the content, otherwise viral campaigns have little change of “infecting” anything.
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Really Simple Syndication
• • • • • RSS powers much of the Social Web Allows you to control what you receive like a smart magnet Attract what you want Message services Enables scheduled delivery of content you want instead of sending for it again
RSS
PODCASTS
• Podcast is a scheduled sequence of audio files downloaded to a computer and then transferred to a portable media device initially via iTunes to an iPod
SOCIAL NETWORKS
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Social web and social media are not the same as Social Networks Social Networks are one element of the Social Web and wouldn’t exist without the technologies and broadly adopted online social practices associated with the social media services The usefulness of the features/ services – along with RSS – have made joining and actively participating in social networks possible If social media and its application to marketing were truly centered around single communities, you could buy banner ads on MySpace or Facebook and be done with it However community members do not want to spend all day in one community because there is much, much more to do on the Social Web
SOCIAL NETWORKS
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Personal
Facebook (http://www.facebook.com) MySpace (http://myspace.com) Niche Social Networks – focussed • Ning • Eons Wikipedia Flickr (http://flickr.com) Photobucket (http://www.photobucket.com) YouTube (http://www.youtube.com) Seesmic (http://www.seesmic.com) Metacafe (http://www.metacafe.com) PersonalLifeMedia/DishyMix (http://personallifemedia.com)
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Business
AdGabber (http://www.adgabber.com) LinkedIn (http://www.linkedin.com Plaxo Pulse (http://www.plaxo.com)
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White Label Platforms
• • • Support Forums Message Boards and communities Customer Communities
NETWORK VALUE
• • Network value is how efficiently a network supports sharing and collaboration It is determined by the way in which members are connected Networks that follow Reed’s Law – where members are free to form groups and connections between themselves and these groups – are the types of network of most interest to social media marketers
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TOUCH POINTS
• • Touch Point analysis leads to an understanding of the core elements of the experiences that will be talked about on the Social Web in conversations relating to your brand, product, or service. The Touch Point map is a systematic representation that quantifies the contribution and performance of individual touch points Your marketing message expressed through one or more touch points, is instantly picked up, validated and modified as appropriate by those creating and participating in the conversations circulating on the Social Web The post-purchase operations-driven conversations that they create are just as much a part of your message as the tagline and ad content that you create Therefore, you have to analyze both the touch point and the associated conversations simultaneously in order to understand the total information on which your potential customer is acting
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THE SOCIAL FEEDBACK CYCLE
• The social feedback cycle is built on the post-purchase feedback and conversational loop that augments traditional purchase funnel activities It is a purchase validation tool via any content created and made available in the social feedback cycle – WOM post purchase conversations, built up and validated through the collective wisdom of the crowd that ultimately arrives at WOM evangelism An important player in the social feedback cycle is the determined detractor an individual who plays an important role in the evolution of markets but nonetheless will not (normally) be “won over” and therefore is generally best viewed as a participant with whom you will “respectfully agree to disagree.” The best response is to simply ensure that your story is also being told
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MARKETING/ PURCHASE FUNNEL
• • • • • Awareness Consideration Preference Action Loyalty
RATINGS, REVIEWS & RECOMMENDATIONS The Lifeblood
• • Ratings A rating is an indication of how well or how poorly a product or service performs in its intended application. It is typically indicated using a five or ten-point scale. For example, a lot of ratings systems use five stars, where “no stars” (or one star) is bad and five stars is as good as it gets Use ratings to provide information that will set expectations and address performance questions earlier in the consideration process Reviews A review is typically a written or visual description of what happened, of what was liked or disliked, along with supporting information that provides a deeper context. Videos are increasingly being used in place of text Use reviews to provide detailed information needed to make an informed decision that can be “passed down” after a purchase experience: implement reviews of reviews and community policing to maintain review quality
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RATINGS, REVIEWS & RECOMMENDATIONS The Lifeblood
• • Recommendations A recommendation is intended to quickly let someone else know whether or not something is recommended. It doesn’t denote quality or relative fitness for any specific application beyond the basic choices of “recommended, or not recommended” Use recommendations to encourage direct action closer to the point of purchase in the consideration cycle Voting, typically via simple recommendations, both drives and hobbles the Social Web: it indicates consensus, typically based on experience. However, it can also drown out diversity as mass interests overwhelm niche content
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SOCIAL INFLUENCE MARKETING (SIM)
• SIM is a technique that employs social media
(content created by everyday people using highly accessible and scalable technologies such as blogs, message boards, podcasts, micro blogs, bookmarks, social networks, communities, wikis and vlogs) and social influencers (everyday people who have an out sized influence on their peers by virtue of how much content they share outline)
to achieve an organizations marketing and business needs
SOCIAL INFLUENCERS
• It isn’t enough to market to the consumer anymore, you have to market to your potential customers social influencers as well SIM is about recognizing, accounting and tapping into the fact that as your potential customer makes a purchasing decision, he’s influenced by various circles of people through the conversations he has with them online, when he shares his own social media and consumes theirs
• • • • • SIM at the awareness stage: 57 – 58 / 59% Consideration: 59 – 60% Preference:62% Action: 64% Loyalty: Encouraging them to talk, connecting them to prospects
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INFLUENCERS
• • • • Key Influencers/ Expert influencers in specific fields have an outsized influence on brand affinity and purchasing decisions on social platforms Key influencers typically have their own blogs, huge Twitter followings and rarely know their audiences personally Social Influencers/ Referent influencers are everyday people who participate in social platforms These users are typically in your consumer’s social graph and influence brand affinity and purchasing decisions through consumer reviews, by updating their own status and Twitter feeds and commenting on blogs and forums. In some cases the consumer knows the social influencers personally. These folks like to comment. They love to opine and their opinion is served to all , seen by many and savored by some Known peer influencers/ Positional influencers are the closest to both the purchasing decision and to the consumer. They are typically family members, or part of the consumer’s inner circle They influence the purchasing decision most directly and have to live with the results of their family member or friend’s decision as well. This group is very valuable to a decision maker because their opinion is imbued with all the background knowledge of acquaintance
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PSYCHOLOGY BEHIND SOCIAL INFLUENCE
• • Compliance
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Public conformity while keeping ones own private beliefs
Conforming to someone who is liked and respected, such as a celebrity or a favorite uncle Acceptance of the belief or behavior and conforming to it both publicly and privately
Identification
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Internalization
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Low consideration purchase – no influencers High consideration purchase – influencers
INFLUENCE
• • • • • Your relative reach in Twitter, measured by the number of followers you have Your relative authority, measured by the number of times you are “retweeted” Your relative generosity, measured by the number of times you “retweet” others Your relative clout, measured by the number of times you are referenced by others Your relative velocity, measured by the number of updates you publish over a seven-day period
MEASURING INFLUENCE
• • • • The measurement of influence is critical to successfully implementing social media The Net Promoter score works very well for capturing and tracking this Influence – rather than control – is the central element you have at your disposal on the Social Web Integrate blog indexing services and any relevant online data that you have access to into your measurement platform
AUTHORITY
• • Technorati Authority is the number of blogs linking to a web site in the last six months. The higher the number, the more Technorati Authority the blog has It is important to note that we measure the number of blogs, rather than the number of links. So, if a blog links to your blog many times, it still only counts as +1 will last another 180 days The smaller your Technorati Rank, the closer you are to the top. This is a dynamic number as it can change after every post. So rather than a measurement of readership, this is measurement of the interest other bloggers have in your blog based on links The Technorati Top 100 shows the most popular 100 blogs based on Technorati Authority
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BUILDING AN ORGNIZATIONAL SIM STRATEGY
DEFINING ORGANIZATIONAL OBJECTIVES
• • • • • • • • • • Increase customer base Generate leads Drive sales Build awareness Make money from your content Establish thought leadership Educate customers Customer-source part of your product development Reach new channels of customers Improve internal communication
QUESTIONS TO BE ASKED
• Are your customers likely to be online? • Note that lots of people are online these days, but maybe you have a product or service that isn’t frequently purchased via the Web Are you ready to handle negative comments? How will you incorporate this into people’s daily jobs? How will you measure results? How long are you willing to give it a try? What’s your willingness to experiment, take risks and adjust your plans?
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RESEARCHING YOUR CUSTOMERS’ ONLINE ACTIVITIES
• • Blog search engines
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Twitter search tool
Comparative perspective on how much different keywords, phrases or links are discussed in the blogosphere
Buzz charting
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Forums and message boards Video and image search Understanding the user behaviors on various social platform
• • Look at macro trends of the social platform Does the platform make sense for your brand
CLASSIFYING CONSUMER ACTIVITIES
• • • • • • Information Communication Community E-commerce Entertainment Business
PLANNING
• Define your objectives • Who, where, how it synchronizes with other campaigns Execute for influence Engage, share, influence, reciprocate, social currency Create partnerships Track results
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TYPES OF SIM CAMPAIGNS
• • • • • • Blogger outreach UGC Contests (user-generated content) Sponsored virtual gifts Brand Utilities Podcasting Sponsored conversations
SOCIAL MEDIA STRATEGY STARTERS FOR ORGANIZATIONS
• • • • Listening • Implement at least a rudimentary listening platform eg. Google “grow bigger ears” to see Communications • Build a blogging platform to hold your conversations Methods • Determine the mix of content you intend to create, and build work flow around it. Community • Most social media strategies have to address community and how you will embrace the people you seek to gather around your business Neighbors • Develop a plan to reach out to others in your community, to comment, and to share Outposts • Develop social network outposts where you can communicate with other communities and also share the way back to your own platform Marketplace • If your strategy involves making money, build a marketplace external to your community. Keep these separate Attention • Learn how to build awareness and encourage relationships with the media you’re making
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MARKETING STRATEGIES
• Twitter
• • • • • • • • • • • • • • • • Twitter handles Searches Responses Following and followers Sponsored tweets Always create a customised channel Create customised content Tag and categorise all your clips Promote your video with You Tube email and bulletins Video response Join You Tube groups My My My My My Space Space Space Space Space ads Apps Music Profile & open ID • Facebook • Banners • Social ads • Sponsored stories • Gift sponsorships • Facebook pages • Facebook events • Facebook applications • Facebook groups • Facebook content • Allows a user to bring his/her FB social graph to a third party website. A social graph is a global mapping of people and how they relate to each other
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You Tube
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My Space
GETTING RESPECT
IDENTIFYING INFLUENCE
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Social media is the connective tissue of social networks Social networks make it clear that what you know is important, but who you know is critical
• • • The size of their audience Their degree of connectedness The power of their voice
HOW BIG IS YOUR AUDIENCE
• • • • • Repeaters: You know your message is valuable when it is repeated Tweets are ephemeral Blogs, on the other hand, are relatively permanent and indexed by Google. Opinions expressed and links posted on blogs are findable, readable, and clickable. Why keep score? If you discover which individuals help you reach the most people, you can target some of your attention to them personally If you discover which individuals help you reach the most valuable people, you can address this top tier directly, personally, and frequently to keep them talking You could send them a gift basket, but a better option is to send them exclusive “insider” info to help them be more valuable to their readers and repeaters
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MESSAGE MULTIPLIER VELOCITY
• Your message multiplier velocity tells you whether your insight is popular or prosaic by revealing how many people thought your message was worthy of repeating Velocity is how quickly the message spread and the scope of its dissemination These are essential measures for determining whether you are resonating with your target audience and who within your organization is best equipped to be the face of the firm in the social media spheres Can also be done using social platform enhancers like social advertising network, blogger networks, Wikipedia, Flickr, Del. icio.us, Digg, message boards
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HUBS AND SPOKES
• The first step is to code the links you publish to that when are republished and re-re-retweeted, any clicks can be traced back to the original tweet or post Another definition of following the conversation is tracking subject matter The social graph lets you visualize not just the connection to people but the connection to people along different subject vectors. That helps you identify segments You now have a clear understanding of what intrigues people most about your new vehicle. You have marketplace insight you can act on You know how to tweak your tweets/ posts
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GETTING RESPONSE
TRIGGERING ACTION
• • • • A Social Bookmark is a reference to a URL that is stored, shared, and/or retrieved online A traditional bookmark is stored on a local browser, while a social bookmark is available online Social bookmarks are typically seen as a subcategory of your Referrers when analyzing inbound traffic to a web site The metrics here are refreshingly simple.
• • • How many shared a link to your content? How many links have been shared? How many people clicked through to it in a given time span?
GETTING RESPONSE
TRIGGERING ACTION
GETTING RESPONSE
TRIGGERING ACTION
• • • Conversation Rate answers “Are we having a conversation?” It also help you identify whether you are actually publishing content that engages your audience Conversation Rate = No. of Visitor comments/ No. of posts
GETTING RESULTS
DRIVING BUSINESS OUTCOMES
Desired business outcomes are measurable and include • Awareness
• How many people know about your company or offering? How many were willing to answer your questions? How many signed up for your newsletter, blog, or tweets? How many wanted to be a member of your club? How many were engaged in conversation? How many mentioned you to others? How many are potential customers? How many actually bought something from you?
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Survey completions Subscriptions
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Registrations
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Blog comments Blog posts
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Leads
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Purchase
RESPONDING TO CRITICISM
• • • • • Respond early and often Respond honestly and clearly Be prepared to change based on feedback Don’t hesitate to bring humor to the situation Use the same channels for response
DEVELOPING YOUR SIM VOICE
• The voice through which you engage with your consumers in the Social Web
MEASURING SENTIMENT
• • The ability to search by any word, abbreviation, symbol, or emoticon that would ever occur in a tweet The ability to distinguish between posts from a person/company, posts to a person/company, and posts referencing a person/company Results charts with colors that distinguish between different sentiments. A dashboard with quick totals for each tone type, as well as overall numbers/percentages. The ability to search over long periods of time. Instant charts to show trends and relevant occurrences
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LIST OF SOCIAL INTERACTION METRICS/ KEY PERFORMANCE INDICATORS
• • • • • • • • • • • • • • • • • • • Alerts (register and response rate/by channel/CTR/post click activity) Bookmark (onsite, Offsite) Comments Downloads Email subscriptions Fans (become a fan of something/someone) Favorites (add an item to favorites) Feedback (via the site) Followers (follow something/someone) Forward to a friend Groups (Create/join/total number of groups/group activity) Install widget (on a blog page, Facebook, etc.) Invite/Refer (a friend) Key page activity (post activity) Love/Like this (a simpler form of rating something) Messaging (onsite) Personalisation (pages, display, theme) Posts Profile (e.g., update avatar; bio, links, email, customisation etc.) • • • • • • • Print page Ratings Registered users (new/total/active/dormant/churn) Report spam/abuse Reviews Settings Social media sharing/participation (activity on key social media sites, e.g. Facebook, Twitter, Digg, etc.) Tagging (user-generated metadata) Testimonials Time spent on key pages Time spent onsite (by source/by entry page) Total contributors (and % active contributors) Uploads (add an item, e.g. articles, links, image, videos) Views (videos, ads, rich images) Widgets (number of new widgets users/embedded widgets) Wishlists (save an item to wishlist)
• • • • • • • • •
MEASURING THE SIZE OF THE SOCIAL WEB
• Technorati (www.technorati.com)
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SOME TOOLS AVAILABLE
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• • • • • •
BlogPluse (www.blogpluse.com)
An engine for searching blogs.
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Quantcast (www.quantcast.com) Compete (www.compete.com)
Another engine for searching blogs. Some consider this tool to be more powerful than Technorati. A Web service to view and analyze Web sites’ statistics. When the site is quantified the results are most accurate. Also a Web service to view and analyze Web sites’ statistics A buzz-monitoring service for the social Web
Nielsen BuzzMetrics (www.nielsen-online.com) ComScore (www.comscore.com)
Lexicon (www.facebook.com/lexicon)
A high-end Web services for analyzing Web Sites’ statistics
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BoardReader (www.boardreader.com)
A facebook service that you can use to understand buzz within Facebook
A tool to view and analyze activity on discussion boards
THANK YOU FOR YOUR TIME!
doc_258260920.pptx
Marketing through social media, website strategy, website constituents, search engine optimization, Paid search apps, trends in SEO, advertising on the net, banner ads, pinpoint marketing, day part marketing, search engine marketing, viral marketing, RSS, social influence marketing, social media strategy of r organizations, key performance indicator of social media effectiveness.
ONLINE AND INTERACTIVE MEDIA
Internet, Mobile, Social Media
ONLINE & INTERACTIVE MEDIA
INTERNET
• • • Websites Search Engine Optimization Online community
• • • • Message Boards Message Board Calendar Discussion groups and forums Chat rooms
• Search Engine Marketing • Contests • Sponsorship : Ownership of an entire site or page • E-Mail
• • • Permission Based E-mail E-mail Newsletters Push Technologies/ Webcasting; Automatic or unsolicited message delivery
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Advertising; A portion of another owner’s page
• • • • • • • Keywords Banner Ads Pop-Ups :Hypertext links to other sites, pages or locations Interstitial : Ads appearing while waiting for a page to load Links : Hypertext links to other sites, pages or locations Infomercials Embedded Marketing Messages
• E-Commerce
ONLINE & INTERACTIVE MEDIA
MOBILE PHONES AS A MEDIUM
• • • • • • • • • • • • • Accessing news and information Checking up on the latest celebrity gossip Checking the weather Looking up addresses and finding directions Buying products, images, ringtones – and even pizza Receiving the latest coupons and promotional discounts from their favorite stores Playing games Listening to music and watching movies Responding to their favorite brand’s mobile messages Participating with and supporting, political candidates Donating money to their favorite charities Socializing with friends and marketers Updating friends and family on their locations and activities
ONLINE & INTERACTIVE MEDIA
MOBILE PHONES
• • • • • • • • • SMS MMS E-mail Voice Internet Mobile Web Proximity Spectrum – Wi-Fi Applications including Blue-tooth Mobile search
ONLINE & INTERACTIVE MEDIA
SOCIAL MEDIA
• • • • • • • • • • Blogs Message Boards Podcasts Micro blogs Bookmarks Social Networks Communities Wikis Vlogs Social Influencers
ELEMENTS FOR CREATING ONLINE LIFETIME VALUE
APPLICATIONS
COMMUNITY
PERSONALISED SUPPORT & ADVICE
CUSTOMER EXPERIENCE
TRUST
PERSONALISED OFFERS & CAMPAIGNS
EASE OF USE
The Big Three Business Goals
ONLINE MARKETING
Placing your business or product on the Internet for millions of users to access so that you can turn your website into a strong tool to maximize your sales and business potential
WEBSITE STRATEGY
• Step 1
• • Is your website connecting with the goals of my business? Your SEO campaign must support the overall business goals, not just your website
Who do I want to visit my website? What do I want visitors to do on my website? Which page do I most want my website visitors to see? (landing/ entry pages)
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Step 2
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Step 3
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What is the call to action/ conversion
Tracking results
Step 4
WEBSITE CONSTITUENTS
• • • • • • • • • • • • • • • • • Corporate history, news and press releases Executive biographies Product and service information Online purchasing/ donation Support for existing customers/clients/ students News and current events Articles and white papers Religious, philosophical or political comment Online request for information (RFI forms) Log in for restricted information Instructions for making contact offline/ via e-mail Directions, hours of operations for brick and mortar locations Links to other resources Customer testimonials Fun, games or entertainment A strong brand identity Art or craft portfolio • • • • • • • • Educational materials Information specially for geographically local visitors Software/ documents available for download Media( pictures, audio, video) available for viewing/ downloading Site Map Site search function Live help/ contact function Ways for members of the community to connect with each other on the site (forums, bulleting boards etc) Blog postings and reader comments Methods for users to help promote your site (e-mail, Digg this etc)
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Changing the one directional, island-mentality
MORE THAN A WEBSITE
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Marketing online includes communicating with your customers, promoting your business or product and making sure that your website content is useful and up to date You don’t need to have a huge budget to put together a marketing campaign that is effective You can use website templates, shopping cart templates, and online marketing templates to make your marketing easy and profitable
SEARCH ENGINES
“The person you want to find your website is the person who is searching for you!”
SEARCH ENGINES
• A Search Engine is a database that holds pieces of HTML text that have been gathered from millions of sites all over the web
• • • • • Google Yahoo! MSN/ Live Search Ask AOL (?)
HOW SEARCH ENGINES WORK
• Search triggers the engine which brings all sites that maybe relevant to that term to the forefront using a Robot/ Spider
• Software that gathers information about your site and brings it back to be analyzed by a powerful “central” engine. This activity is called crawling/ spidering by following obstacle free paths: HTML links
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The Search Engine uses a secret formula aka a search ranking algorithm to sort the results and present a list of relevant sites containing the phrase Search results are blended- robot sourced listings, directory listings, image, video and paid ads
SEARCH ENGINE RANKING ALGORITHM
• A formula that the search engine uses to determines its rankings based on
• Keyword repetition • Careful keyword selection with reasonable repetition in strategic places is critical Visible HTML text on the page HTML page titles Inbound links ( quality and quantity) Age of the site/ domain Site authority
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SEARCH ENGINE OPTIMIZATION
• The technique of developing your website content so that its ranking increases in search engine databases by using the right words and be as relevant as possible to a user’s search It describes a diverse set of activities that you can perform to increase the number of desirable visitors who come to your website via search engines. This includes:
• • • • Things you do to your site itself such as making changes to your text and HTML code Communicating directly with the Search Engines Pursuing other sources of traffic by making requests for listings/ links Tracking, research and competitive review
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SEARCH ENGINE OPTIMIZATION
• • SEO is about gaining targeted visitors. It is not advertising The total package is called Search Marketing/ SEO or SEO/SEM. Also called Competitive Webmastering Non-paid search: Organic/ natural SEO Paid Search: SEM
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SEO TIPS
• • • • • Good HTML titles Good body copy. Text is eternally important in search Great content Often, factors that matter most in Search Engine Algorithms are good for both websites and their users Each page on your website is analyzed individually by the search engine Keyword density: 5-10% should be target keywords. But it should make sense within the realm of quality writing
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DIRECTORIES
• Compiled by humans based on submissions from site owners
• • Purchase a listing Pay for the privilege of having a submission reviewed
PAID SEARCH ADS
• • Pay per click (PPC)- Google AdWords, Yahoo! You decide which search terms you want your site to be seen for and you write your own listing to correspond with your chosen terms Every time they click on your listing you pay a fee and you can control the spend for each click (bid)
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SITE FEEDS
• • Send information on updates to search engines These could be paid for/ trusted feeds
OTHER SEARCH SOURCES
• • • • Image Video Local Content Partners
META SEARCH ENGINES AND SEARCH AGGREGATORS
• • This is for people who like to compare search results Meta search engines and search aggregators make it easy to review listings from different search engines in one screen
TRENDS IN SEO
• • • Universal or blended search Search engine transparency Smarter robot meta tags (keyword rich elevator pitch) Widgets Social search (Digg, del.icio.us) Mobile Search (WAP sites)
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ONLINE COMMUNITY
• • An online community can be accessed anywhere, any time Components of an online community include
• • • • • Chatrooms Message boards Newsletters Event calendars Anything else that lets an Internet user interact with others who are online
HEALTHY COMMUNITIES
• HEALTH FACTORS • Growing = Members • Useful= Content • Popular= Traffic • Responsive to each others posts • Interactive= Topic interaction • Liveliness
ADVERTISING ON THE NET
RETURN ON INVESTMENT
Cost-per-lead across different marketing methods
Search
£ 0.27 £ 0.45 £ 1.90 £ 9.00
£ 2.00 £ 4.00 £ 6.00 £ 8.00 £ 10.00
Banner Ads
Direct Mail
£ 0.00
PIPER JAFFRAY REPORT 2003
• Search average acquisition cost: £7- £10 vs. the online average of £20 • 59% of websites receive more than half their traffic from search engine referrals
BANNER ADS
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Banner ads can be used to reach the greatest number of people Or you can focus on the right type of people for the product or service that you’re selling by buying space on web pages that are very targeted Ads are cheaper the more targeted a web page is. And the cheaper the ad the more cost effective your banner ads will be Placing banner ads on a web page that is as deep into the website will reach people who are truly looking for information that relates to your business Banner ads can also be embedded into web pages with content related to your business, which appear when key words that are linked to your product or service are typed into the search engine by visitors to the website
PINPOINT MARKETING
• It is the process of sending the right message at the right time so that it produces actual results For example, if you’re at a ball game and are eating a bag of popcorn and the Coca-Cola logo appears on the big screen, the next you thing you know you’re looking for is a can of Coke
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DAY-PART MAKETING
• The placement and timing of ads on the Internet has become so important to online marketing that some companies, such as Yahoo!, are selling advertisements in “day-part” Day-part like on television specifies at which time of the day certain ads are viewed so that you can effectively target your customers
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KEY METRICS
• • • • Unique visitors and page views Referrers Entry Pages Exit pages and bounces ( visitor leaving after viewing just one page)
Search now the most dominant form of online communication
SEARCH ENGINE MARKETING
KEYWORDS
• One of the most cost effective ways to use your online marketing budget is to buy keywords.
KEYWORD TARGETED ON SEARCH ENGINES
Polymers
Presence during the Information seeking process
KEYWORD TARGETED ON SEARCH ENGINES
Your Ads will Show here
GOOGLE AD SENSE
One buy enables your clients to reach target audiences as they search and read online
Google #1 search engine, including:
network
Search partners, including:
Online The Google Network reaches over 80% of Indian Internet users
Thousands of Content partners, including:
CONTENT TARGETED CAMPAIGNS
Consumers see your marketing message when they are reading relevant content
MEASURING EFFECTIVENESS
PAY PER CLICK REVIEW
• • • • • • • Top performing terms Total campaign cost Average cost per click Total click-throughs Click-through rate Conversion rate Cost per conversion
MEASURES OF EFFECTIVENESS
? Online Measuring
? Data on demographics, psychographics, location of access, media used, buying habits, and more. ? Daily user interviews to measure recall and retention of web content viewed
? Recall and Retention ? Non-response ? Surveys ? Panels
? Measures of destination after failure to click-through
? On- and off-line surveys to determine usage factors ? Usage and attitude data obtained from a specific group ? Sales volume keyed to specific times and sites ? Accumulation of site performance data
? Sales
? Tracking
SOURCES OF MEASUREMENT DATA
? ? ? ? ? ? ? ? ? ? ? ? Arbitron MRI and SMRB Internet Advertising Bureau (IAB) iVALS PC-Meter eMarketer eAdvertiser Double-Click 24/7 Jupiter, Forrester and MediaMetrics Business 2.0, Industry Standard, Fast Company Internet Advertising Report and Individual.com
SOCIAL MEDIA/WEB
The Power of the Collective
Social media derives its value simultaneously from the collective and the individual, not the mass. This is a reversal of traditional marketing and creative models where a single message is crafted and pushed out to a mass audience Also it lacks the option to force an interruption: Your message has to be invited on
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Social Media refers to content created and consumed by regular people for each other. It is making everyone in the world a content publisher and arbitrator. It is democratizing the web Social media isn’t just about the content itself, it is about the way in which consumers of content are connected and about the conversations that result The conversations that take place on the Social Web determine how easy – or difficult – your task in driving the conversation will be Essential elements of social networking are: • Comments on a website • Photographs on a photo-sharing site • Conversations with friends in a social network • Blog posts that one publishes / comments on
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Social media can be organized as • Platforms
• This includes social networks along with whitelabel communities and forum applications This includes ratings, reviews, photos, videos, podcasts, and similar content that is created and shared on the Social Web This includes the little bits of information that flow around through feeds, email, and SMS that tell participants what is going on across the Social Web
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Content
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Interactions
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Social media is fundamentally measurable
SOCIAL MEDIA IS ALL ABOUT PEOPLE
• • Conversations require people and the purpose of social media is to empower and enable conversations digitally People like to be engaged
• Speak at them or speak with them, get them to participate Don’t ramble, be respectful of their time Build a relationship, reciprocate Tap into their expertise
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People are busy
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People like to be appreciated Make people the experts
FOUR RULES OF PARTICIPATION
• • • • Authenticity Operate on quid pro quo basis Give participants equal status Let go of the campaign
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Blogosphere A collective term encompassing all blogs and their inter connections. It’s the perception that blogs exist together as a connected community A blog is basically a diary that others can comment on. It is the “comment on” part that makes a blog so different from a diary or journal The wiki is similar in that it is also participative; however rather than being a sequential journal that gives rise to a collective conservations, the end result of the wiki is a single entry that reflects the collective consensus Like the blog, the wiki is built by a combination of its owners and readers. Unlike the blog – where each sequential ownergenerated post (typically date-ordered, most recent first) is followed by reader-generated comments- the wiki allows readers and owners alike to directly modify the primary post
BLOGS & WIKIS
COMPANY BLOGS AND WIKIS
• • The blog is a great placed to start dynamic conversation about things that interest your customers The wiki is a natural place to build your product FAQ: Post your frequent questions, or suggest an answer, and then let your customers refine those answers over time based on their actual, collective experience Social Media Content Tools Technorati (http://www.technorati.com/) Google Blogsearch (http://blogsearch.google.com) BlogPulse (http://www.blogpulse.com) BlogPulse Trend (http://www.blogpulse.com/trend)
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MICROBLOGS
• Microblogs are short sentences or thoughts: like status updates
• • • • • Number of followers Followers of followers Tweet frequency and recency Ratio of following to followers (follow less) Retweets
Twitter (http://twitter.com/), the current darling of the social media world Pownce (http://pownce.com/) Tumblr (http://tumblr.com) Plurk (http://plurk.com) Seesmic (http://seesmic.com)
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Some sites
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TAGS
• Tags are little descriptive bits that you apply to content so that you (and others) can find it again later Tagging Sites
• • • Del.icio.us (http://del.icio.us) Stumble Upon (http://www.stumbleupon.com) Ma.gnolia (http://ma.gnolia.com)
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VIRAL MARKETING
• • Viral marketing is not the same as social media While the Social Web is an environment through which your message can spread it is not a given Savvy Social Web citizens– in large numbers – have to value and accept the content, otherwise viral campaigns have little change of “infecting” anything.
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Really Simple Syndication
• • • • • RSS powers much of the Social Web Allows you to control what you receive like a smart magnet Attract what you want Message services Enables scheduled delivery of content you want instead of sending for it again
RSS
PODCASTS
• Podcast is a scheduled sequence of audio files downloaded to a computer and then transferred to a portable media device initially via iTunes to an iPod
SOCIAL NETWORKS
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Social web and social media are not the same as Social Networks Social Networks are one element of the Social Web and wouldn’t exist without the technologies and broadly adopted online social practices associated with the social media services The usefulness of the features/ services – along with RSS – have made joining and actively participating in social networks possible If social media and its application to marketing were truly centered around single communities, you could buy banner ads on MySpace or Facebook and be done with it However community members do not want to spend all day in one community because there is much, much more to do on the Social Web
SOCIAL NETWORKS
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Personal
Facebook (http://www.facebook.com) MySpace (http://myspace.com) Niche Social Networks – focussed • Ning • Eons Wikipedia Flickr (http://flickr.com) Photobucket (http://www.photobucket.com) YouTube (http://www.youtube.com) Seesmic (http://www.seesmic.com) Metacafe (http://www.metacafe.com) PersonalLifeMedia/DishyMix (http://personallifemedia.com)
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Business
AdGabber (http://www.adgabber.com) LinkedIn (http://www.linkedin.com Plaxo Pulse (http://www.plaxo.com)
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White Label Platforms
• • • Support Forums Message Boards and communities Customer Communities
NETWORK VALUE
• • Network value is how efficiently a network supports sharing and collaboration It is determined by the way in which members are connected Networks that follow Reed’s Law – where members are free to form groups and connections between themselves and these groups – are the types of network of most interest to social media marketers
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TOUCH POINTS
• • Touch Point analysis leads to an understanding of the core elements of the experiences that will be talked about on the Social Web in conversations relating to your brand, product, or service. The Touch Point map is a systematic representation that quantifies the contribution and performance of individual touch points Your marketing message expressed through one or more touch points, is instantly picked up, validated and modified as appropriate by those creating and participating in the conversations circulating on the Social Web The post-purchase operations-driven conversations that they create are just as much a part of your message as the tagline and ad content that you create Therefore, you have to analyze both the touch point and the associated conversations simultaneously in order to understand the total information on which your potential customer is acting
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THE SOCIAL FEEDBACK CYCLE
• The social feedback cycle is built on the post-purchase feedback and conversational loop that augments traditional purchase funnel activities It is a purchase validation tool via any content created and made available in the social feedback cycle – WOM post purchase conversations, built up and validated through the collective wisdom of the crowd that ultimately arrives at WOM evangelism An important player in the social feedback cycle is the determined detractor an individual who plays an important role in the evolution of markets but nonetheless will not (normally) be “won over” and therefore is generally best viewed as a participant with whom you will “respectfully agree to disagree.” The best response is to simply ensure that your story is also being told
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MARKETING/ PURCHASE FUNNEL
• • • • • Awareness Consideration Preference Action Loyalty
RATINGS, REVIEWS & RECOMMENDATIONS The Lifeblood
• • Ratings A rating is an indication of how well or how poorly a product or service performs in its intended application. It is typically indicated using a five or ten-point scale. For example, a lot of ratings systems use five stars, where “no stars” (or one star) is bad and five stars is as good as it gets Use ratings to provide information that will set expectations and address performance questions earlier in the consideration process Reviews A review is typically a written or visual description of what happened, of what was liked or disliked, along with supporting information that provides a deeper context. Videos are increasingly being used in place of text Use reviews to provide detailed information needed to make an informed decision that can be “passed down” after a purchase experience: implement reviews of reviews and community policing to maintain review quality
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RATINGS, REVIEWS & RECOMMENDATIONS The Lifeblood
• • Recommendations A recommendation is intended to quickly let someone else know whether or not something is recommended. It doesn’t denote quality or relative fitness for any specific application beyond the basic choices of “recommended, or not recommended” Use recommendations to encourage direct action closer to the point of purchase in the consideration cycle Voting, typically via simple recommendations, both drives and hobbles the Social Web: it indicates consensus, typically based on experience. However, it can also drown out diversity as mass interests overwhelm niche content
• •
SOCIAL INFLUENCE MARKETING (SIM)
• SIM is a technique that employs social media
(content created by everyday people using highly accessible and scalable technologies such as blogs, message boards, podcasts, micro blogs, bookmarks, social networks, communities, wikis and vlogs) and social influencers (everyday people who have an out sized influence on their peers by virtue of how much content they share outline)
to achieve an organizations marketing and business needs
SOCIAL INFLUENCERS
• It isn’t enough to market to the consumer anymore, you have to market to your potential customers social influencers as well SIM is about recognizing, accounting and tapping into the fact that as your potential customer makes a purchasing decision, he’s influenced by various circles of people through the conversations he has with them online, when he shares his own social media and consumes theirs
• • • • • SIM at the awareness stage: 57 – 58 / 59% Consideration: 59 – 60% Preference:62% Action: 64% Loyalty: Encouraging them to talk, connecting them to prospects
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INFLUENCERS
• • • • Key Influencers/ Expert influencers in specific fields have an outsized influence on brand affinity and purchasing decisions on social platforms Key influencers typically have their own blogs, huge Twitter followings and rarely know their audiences personally Social Influencers/ Referent influencers are everyday people who participate in social platforms These users are typically in your consumer’s social graph and influence brand affinity and purchasing decisions through consumer reviews, by updating their own status and Twitter feeds and commenting on blogs and forums. In some cases the consumer knows the social influencers personally. These folks like to comment. They love to opine and their opinion is served to all , seen by many and savored by some Known peer influencers/ Positional influencers are the closest to both the purchasing decision and to the consumer. They are typically family members, or part of the consumer’s inner circle They influence the purchasing decision most directly and have to live with the results of their family member or friend’s decision as well. This group is very valuable to a decision maker because their opinion is imbued with all the background knowledge of acquaintance
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PSYCHOLOGY BEHIND SOCIAL INFLUENCE
• • Compliance
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Public conformity while keeping ones own private beliefs
Conforming to someone who is liked and respected, such as a celebrity or a favorite uncle Acceptance of the belief or behavior and conforming to it both publicly and privately
Identification
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Internalization
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Low consideration purchase – no influencers High consideration purchase – influencers
INFLUENCE
• • • • • Your relative reach in Twitter, measured by the number of followers you have Your relative authority, measured by the number of times you are “retweeted” Your relative generosity, measured by the number of times you “retweet” others Your relative clout, measured by the number of times you are referenced by others Your relative velocity, measured by the number of updates you publish over a seven-day period
MEASURING INFLUENCE
• • • • The measurement of influence is critical to successfully implementing social media The Net Promoter score works very well for capturing and tracking this Influence – rather than control – is the central element you have at your disposal on the Social Web Integrate blog indexing services and any relevant online data that you have access to into your measurement platform
AUTHORITY
• • Technorati Authority is the number of blogs linking to a web site in the last six months. The higher the number, the more Technorati Authority the blog has It is important to note that we measure the number of blogs, rather than the number of links. So, if a blog links to your blog many times, it still only counts as +1 will last another 180 days The smaller your Technorati Rank, the closer you are to the top. This is a dynamic number as it can change after every post. So rather than a measurement of readership, this is measurement of the interest other bloggers have in your blog based on links The Technorati Top 100 shows the most popular 100 blogs based on Technorati Authority
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BUILDING AN ORGNIZATIONAL SIM STRATEGY
DEFINING ORGANIZATIONAL OBJECTIVES
• • • • • • • • • • Increase customer base Generate leads Drive sales Build awareness Make money from your content Establish thought leadership Educate customers Customer-source part of your product development Reach new channels of customers Improve internal communication
QUESTIONS TO BE ASKED
• Are your customers likely to be online? • Note that lots of people are online these days, but maybe you have a product or service that isn’t frequently purchased via the Web Are you ready to handle negative comments? How will you incorporate this into people’s daily jobs? How will you measure results? How long are you willing to give it a try? What’s your willingness to experiment, take risks and adjust your plans?
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RESEARCHING YOUR CUSTOMERS’ ONLINE ACTIVITIES
• • Blog search engines
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Twitter search tool
Comparative perspective on how much different keywords, phrases or links are discussed in the blogosphere
Buzz charting
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Forums and message boards Video and image search Understanding the user behaviors on various social platform
• • Look at macro trends of the social platform Does the platform make sense for your brand
CLASSIFYING CONSUMER ACTIVITIES
• • • • • • Information Communication Community E-commerce Entertainment Business
PLANNING
• Define your objectives • Who, where, how it synchronizes with other campaigns Execute for influence Engage, share, influence, reciprocate, social currency Create partnerships Track results
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TYPES OF SIM CAMPAIGNS
• • • • • • Blogger outreach UGC Contests (user-generated content) Sponsored virtual gifts Brand Utilities Podcasting Sponsored conversations
SOCIAL MEDIA STRATEGY STARTERS FOR ORGANIZATIONS
• • • • Listening • Implement at least a rudimentary listening platform eg. Google “grow bigger ears” to see Communications • Build a blogging platform to hold your conversations Methods • Determine the mix of content you intend to create, and build work flow around it. Community • Most social media strategies have to address community and how you will embrace the people you seek to gather around your business Neighbors • Develop a plan to reach out to others in your community, to comment, and to share Outposts • Develop social network outposts where you can communicate with other communities and also share the way back to your own platform Marketplace • If your strategy involves making money, build a marketplace external to your community. Keep these separate Attention • Learn how to build awareness and encourage relationships with the media you’re making
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MARKETING STRATEGIES
• • • • • • • • • • • • • • • • Twitter handles Searches Responses Following and followers Sponsored tweets Always create a customised channel Create customised content Tag and categorise all your clips Promote your video with You Tube email and bulletins Video response Join You Tube groups My My My My My Space Space Space Space Space ads Apps Music Profile & open ID • Facebook • Banners • Social ads • Sponsored stories • Gift sponsorships • Facebook pages • Facebook events • Facebook applications • Facebook groups • Facebook content • Allows a user to bring his/her FB social graph to a third party website. A social graph is a global mapping of people and how they relate to each other
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You Tube
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My Space
GETTING RESPECT
IDENTIFYING INFLUENCE
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Social media is the connective tissue of social networks Social networks make it clear that what you know is important, but who you know is critical
• • • The size of their audience Their degree of connectedness The power of their voice
HOW BIG IS YOUR AUDIENCE
• • • • • Repeaters: You know your message is valuable when it is repeated Tweets are ephemeral Blogs, on the other hand, are relatively permanent and indexed by Google. Opinions expressed and links posted on blogs are findable, readable, and clickable. Why keep score? If you discover which individuals help you reach the most people, you can target some of your attention to them personally If you discover which individuals help you reach the most valuable people, you can address this top tier directly, personally, and frequently to keep them talking You could send them a gift basket, but a better option is to send them exclusive “insider” info to help them be more valuable to their readers and repeaters
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MESSAGE MULTIPLIER VELOCITY
• Your message multiplier velocity tells you whether your insight is popular or prosaic by revealing how many people thought your message was worthy of repeating Velocity is how quickly the message spread and the scope of its dissemination These are essential measures for determining whether you are resonating with your target audience and who within your organization is best equipped to be the face of the firm in the social media spheres Can also be done using social platform enhancers like social advertising network, blogger networks, Wikipedia, Flickr, Del. icio.us, Digg, message boards
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HUBS AND SPOKES
• The first step is to code the links you publish to that when are republished and re-re-retweeted, any clicks can be traced back to the original tweet or post Another definition of following the conversation is tracking subject matter The social graph lets you visualize not just the connection to people but the connection to people along different subject vectors. That helps you identify segments You now have a clear understanding of what intrigues people most about your new vehicle. You have marketplace insight you can act on You know how to tweak your tweets/ posts
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GETTING RESPONSE
TRIGGERING ACTION
• • • • A Social Bookmark is a reference to a URL that is stored, shared, and/or retrieved online A traditional bookmark is stored on a local browser, while a social bookmark is available online Social bookmarks are typically seen as a subcategory of your Referrers when analyzing inbound traffic to a web site The metrics here are refreshingly simple.
• • • How many shared a link to your content? How many links have been shared? How many people clicked through to it in a given time span?
GETTING RESPONSE
TRIGGERING ACTION
GETTING RESPONSE
TRIGGERING ACTION
• • • Conversation Rate answers “Are we having a conversation?” It also help you identify whether you are actually publishing content that engages your audience Conversation Rate = No. of Visitor comments/ No. of posts
GETTING RESULTS
DRIVING BUSINESS OUTCOMES
Desired business outcomes are measurable and include • Awareness
• How many people know about your company or offering? How many were willing to answer your questions? How many signed up for your newsletter, blog, or tweets? How many wanted to be a member of your club? How many were engaged in conversation? How many mentioned you to others? How many are potential customers? How many actually bought something from you?
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Survey completions Subscriptions
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Registrations
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Blog comments Blog posts
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Leads
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Purchase
RESPONDING TO CRITICISM
• • • • • Respond early and often Respond honestly and clearly Be prepared to change based on feedback Don’t hesitate to bring humor to the situation Use the same channels for response
DEVELOPING YOUR SIM VOICE
• The voice through which you engage with your consumers in the Social Web
MEASURING SENTIMENT
• • The ability to search by any word, abbreviation, symbol, or emoticon that would ever occur in a tweet The ability to distinguish between posts from a person/company, posts to a person/company, and posts referencing a person/company Results charts with colors that distinguish between different sentiments. A dashboard with quick totals for each tone type, as well as overall numbers/percentages. The ability to search over long periods of time. Instant charts to show trends and relevant occurrences
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LIST OF SOCIAL INTERACTION METRICS/ KEY PERFORMANCE INDICATORS
• • • • • • • • • • • • • • • • • • • Alerts (register and response rate/by channel/CTR/post click activity) Bookmark (onsite, Offsite) Comments Downloads Email subscriptions Fans (become a fan of something/someone) Favorites (add an item to favorites) Feedback (via the site) Followers (follow something/someone) Forward to a friend Groups (Create/join/total number of groups/group activity) Install widget (on a blog page, Facebook, etc.) Invite/Refer (a friend) Key page activity (post activity) Love/Like this (a simpler form of rating something) Messaging (onsite) Personalisation (pages, display, theme) Posts Profile (e.g., update avatar; bio, links, email, customisation etc.) • • • • • • • Print page Ratings Registered users (new/total/active/dormant/churn) Report spam/abuse Reviews Settings Social media sharing/participation (activity on key social media sites, e.g. Facebook, Twitter, Digg, etc.) Tagging (user-generated metadata) Testimonials Time spent on key pages Time spent onsite (by source/by entry page) Total contributors (and % active contributors) Uploads (add an item, e.g. articles, links, image, videos) Views (videos, ads, rich images) Widgets (number of new widgets users/embedded widgets) Wishlists (save an item to wishlist)
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MEASURING THE SIZE OF THE SOCIAL WEB
• Technorati (www.technorati.com)
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SOME TOOLS AVAILABLE
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BlogPluse (www.blogpluse.com)
An engine for searching blogs.
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Quantcast (www.quantcast.com) Compete (www.compete.com)
Another engine for searching blogs. Some consider this tool to be more powerful than Technorati. A Web service to view and analyze Web sites’ statistics. When the site is quantified the results are most accurate. Also a Web service to view and analyze Web sites’ statistics A buzz-monitoring service for the social Web
Nielsen BuzzMetrics (www.nielsen-online.com) ComScore (www.comscore.com)
Lexicon (www.facebook.com/lexicon)
A high-end Web services for analyzing Web Sites’ statistics
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BoardReader (www.boardreader.com)
A facebook service that you can use to understand buzz within Facebook
A tool to view and analyze activity on discussion boards
THANK YOU FOR YOUR TIME!
doc_258260920.pptx