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Social Media Marketing

Internet Strategies Workshop Series


Multimedia Professional Program

Digital Marketing Strategies Workshop Series | WM403

November 13, 20 December 4, 2009 | Instructors John Anthony Hartman and Carri Bugbee
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@CarriBugbee
Marketing strategist
Writer, PR pro
social media evangelist,
@feedia
Owner of Big Deal PR
TXT JOHNNY TO 50500 (BigDealPR.com)

johnahartman@gmail.com
Leader of Social Media Club
Portland (@SocialMediaPDX)

All social profiles at:


www.CarriBugbee.com
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Social Media Overview


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


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

• 57% of all Facebook users


are women [Inside Facebook,
August 2009].
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46% of online American adults over 18 use social networking


sites like Facebook, MySpace, LinkedIn (Pew, April ‘09)
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Social networking demographics are


similar to those of general Web users
• 29% of users live in urban
areas vs. 30% of internet
users
• 56% live in the suburbs, 52%
of net users do
• 15% of SNS live in rural
areas, 18% of internet users
• Education levels look like
internet population in general
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One in five tweets mentions a specific brand or


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


1.Twitter 2.Blogs 3. LinkedIn 4. Facebook
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SMM and Strategy


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


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


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


Changed Marketing

Trends – Tactics – Future Directions


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Push marketing = intrusion


(Happens on marketers’ terms)

Inside sales Email blasts Telemarketing

Direct mail Print ads Broadcast


commercials
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Pull marketing = we want it


(Happens on consumers’ terms.)
Seeking Consuming Connecting
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Advertising
• Social media provides new channels for ad buys and new ways to
advertise.
• Data on social networks enables hyper-targeted ads.
• Letting users “vote” on ads will make targeting even better
• Mobile devices have (and will even more) enable geo-targeted
advertising
• Crude ways to do that now, better ways are coming
• Think Big Brother! If you can be found and identified, someone will
serve you an ad you’ll probably want.
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Advertising
The top 20% of social
network users visit
networking sites 2.4 times
per day, on average, and
spend 31 minutes on them
—twice as long as the same
users spend with e-mail or
instant messaging. That
means more time with ads!
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Advertising

Nielsen reports that August


2009 display spending on
social networking sites had
more than doubled year
over year.
More than 1/5 of online
display ad impressions
occurred on social
networking sites in July
2009.
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Public Relations
• Public relations is finally public.
• Press releases used to be written for journalists; now targeted to
your audience
• Fast and easy self-publishing allows anyone to be the media
• Journalists no longer filter the news
• Sometimes a blog post can double as a press announcement
• Journalists will find you precisely because you have self-
published
• Many journalists are on Twitter. It’s a great way to build personal
relationships -- if you do it artfully.
• Journalists are spread thing; expect short, succinct pitches anyway
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Public Relations
• New press “wire” services have popped up to help distribute press
releases across the social Web
• Most include hyperlinks (including anchor text), video, audio, photos
• Some even have functional insets of your entire Web site
• Old guard distribution services have expanded their offerings as well
• Many include sophisticated “clipping” services that track many sites
across the social Web, including “walled gardens”
• Crucial for crisis PR -- must respond in the milieus where crises errupt
• You should always optimize for search
• Easy to create your own online press room via sites like PItchEngine or
on your own Web site or blog
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Blogging
A blog (an abridgment of the term web log) is a website,
usually maintained by an individual, with regular
entries of commentary, descriptions of events, or other
material such as graphics or video. Entries are
commonly displayed in reverse chronological order.
"Blog" can also be used as a verb, meaning to
maintain or add content to a blog.
Wordpress - One of the top blogging frameworks.
TIP: Akismit the anti-spam solution they provide is
top notch register at wordpress.com
Blogger
Type Pad /VOX

Our Class BLOG http://www.webmanual.org


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SEO + SMM
The number-one benefit of social media marketing is gaining the all-
important eyeball. A significant 81% of all marketers indicated that their
social media efforts have generated exposure for their businesses.
Improving traffic and growing lists was the second major benefit, followed
by building new partnerships. An unexpected benefit was a rise in search
engine rankings reported by more than half of participants. As the search
engine rankings improve, so will business exposure, lead generation efforts
and a reduction in overall marketing expenses.

From Danny Sullivans Key note at SearchFest 09’


Relationship between SMM and SEO
Social Media includes a lot of diverse sites, and is subject to the puzzle of
searcher intent. Surfers (sometimes known as people) visit these social
sites for varying reasons. Figure out what they are looking for and take
advantage of opportunities to incorporate your brand when appropriate.
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Lifestreaming
A time-ordered stream of documents that
functions as a diary of your electronic life;
every document you create and every
document other people send you is stored in
your lifestream. a.k.a social stream
Facebook ,Twitter, Friend Feed and tons of
other services provide a rolling dialogue of
our digital lives.
A very strong SMM tactic is to pay attention
to those streams and engage with customers
in the spaces they communicate.
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Social Graph
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Lifecasting is a continual
broadcast of events in a person's
life through digital media.
Typically, lifecasting is transmitted
through the medium of the
Internet and can involve wearable
technology.[1] Lifecasting
reverses the concept of
surveillance, giving rise to
sousveillance through portability,
personal experience capture,
daily routines and interactive
communication with viewers.
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The new face of customer service:


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

http://twitter.zappos.com/employees
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New Customer Service mantra: proactive


They will find you even
if you’re not looking
for them.
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Customer service changes brand perceptions


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

http://bestbuyinc.com/mmr/july_2009/spot/

Twitter As A Customer Service


Gamechanger... Best Buy's
Twelpforce
http://www.socialmediatoday.com/
SMC/129963
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Tools of the Trade

How to choose the best platforms for your campaign


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

• Gmail
• Google Reader
• iGoogle
• Google Maps
• Orkut
• Google Docs
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Blogging
• Philosophy of Conversation
• Compelling
• Engaging
• Targeted
• Entertaining
• Process Driven
• Market Segment
• REAL!!!!!
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LinkedIn
• Your online resume
• Scoured by HR pros/headhunters
• Essential for personal branding
• Demonstrate expertise in your field
• Connect with other experts
• Show the breadth of your network
(numbers can impress)
• Can create a company profile
(connect other employees)
• Adding connections isn’t fast or
easy
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LinkedIn
• On-site recommendations saves time and hassle
• Post links to your blog, site, articles, etc. disguised as “questions”
• Many new apps:
• Show what you’re reading
• See events connections are attending
• Search conversations for buzz about your company
• Share travel info
• Poll your contacts
• Post your slides via Slideshare (consider creating a resume slide!)
• New: update via Twitter!
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Twitter

Drive traffic to blogs and Web sites


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

Peer inside the minds of incredibly smart people


Share industry news or breaking news
Promote special events and provide live event feeds
Aggregate information and offer category-specific feeds
Solicit participation in polls and surveys
Promote products; make spontaneous last-minute deals
(great for unused inventory in travel/hospitality)
Customer service and sales support (huge!)
Get product feedback; issue alerts for product updates
Get information – awesome for crowdsourcing!
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NING & other social networking platforms


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


• Many free templates
• You can brand it with complete control over CSS
• Create multiple forums
• Every member can tweak her own profile
• Every member can have a blog
• Discussion forums enabled
• Members can create groups within your network
• Branded video players available
• You can get started very quickly!
• Requires LOTS of attention to detail and some build-out
(expectations have already been set by big social networks)
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Facebook
• Can be a business tool like LinkedIn, but many think of it as
much more personal
• It’s not fast to add friends and fans
• Ideal for sharing anything visual (photos and video)
• Can create friend lists
• Can send mass announcements to groups and fans
(downside is you can’t create friend lists for groups or fans)
• People often don’t enter complete data about their networks
on their profiles, making it hard to figure out where they live
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Facebook
• Ideal for event listings; anyone can see them (non-friends & fans)
• Enables lengthy, threaded conversations and blog-style posts
• Be judicious about outreach – messages and updates can quickly
turn into spam
• Approach it with the idea of building community
• Get a vanity URL for a personal profile or fan page (if you have 100
fans)
• Apps and widgets can be great marketing tools, but are costly to
build and still must be marketed
• Ads are cheap and targeted; studies suggest people pay more
attention to them than typical banner ads
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20 million visitors/month
Embedable
Shareable
Comments
Full Screen
Rapid Growth
Paid Placement
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Podcasting

A podcast is a series of digital media


files (either audio or video) that are
released episodically and downloaded
through web syndication
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120.3 million viewers watched


8.9 billion videos on
YouTube.com (74.1 videos per
viewer). July 2009

2nd Largest Search Engine

15 Hours of video uploaded


every min
Time it would take to view all of
the material on YouTube (as of
March 17th 2008): 412.3 years
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Three sample campaign ideas:

Promote an event
Sell a product
Get a job
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New Media in a Convergence


Culture

Understanding Marketing in the YouTube Age


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Transmedia and Convergence Culture


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


67% of online Americans have now streamed or downloaded digital video content and 21.4
Billion online videos were watched in the U.S. in July 2009. (Ipsos MediaCT, September 2009)

Online Video Facts from July 2009


• 81% of the U.S. Internet audience viewed online video. The average online video viewer watched 500
minutes of video during July 2009, or 8.3 hours. 48.2 million viewers watched 518.6 million videos on
MySpace.com (10.8 videos per viewer!). The average Hulu viewer watched 12.0 videos, totaling 1 hour
and 13 minutes of videos per viewer. The duration of the average online video was 3.7 minutes.
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Navigating Media Beyond Linear Experiences - N.I.M.B.L.E.

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


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“Each character's tweets serve


as an extension into the real
world, and they're engaging
with their fans in as real a way
as I've seen yet.”
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“I actually feel like I am


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


tweeting as different
characters of Mad Men.
It's so fun! It's like a little
Mad Men world all it's
own!”
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“What could have been


cleverly co-opted and
adapted into a subtle
viral marketing campaign
has now been yanked
from the interwaves,
deeply upsetting
committed yet attention-
deficit Twitterers.”
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“The fake accounts of


"Mad Men" characters like
Don Draper and Peggy
Olson, created by fans
but taken down at the
request of bumbling cable
channel AMC, are back up
again.”
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5.99"
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How to build fans for your products and services


• Aim to give more than you receive (the @GaryVee principle)
• Know that people “friend” brands because they want deals or
customer service -- focus on what they want!
• Listen, listen, listen. You’ll need tools/methodologies for this.
• Entertain people. Do the unexpected. Create something worth
sharing.
• www.MadMenYourself.com, www.WillItBlend.com
• Be prolific. And speedy!
• Build community.
• Everyone wants to be acknowledged.
• Reward those who are most engaged with social capital.