The 101 pages social media

By : Robin Low
“ AWorld
radical change has occurred in the
of advertising and marketing ”
Consumers are not listening anymore

Interruptive marketing has seen it’s day

Source: http://www.=.com/upload/wysiwyg/M1805/IIR_M1805_Seaton.pdf
 The Audience
is creating

Source: http://www.iirusa.com/upload/wysiwyg/M1805/IIR_M1805_Seaton.pdf
 The Audience
is selecting

Time Shift technology

Source: http://www.iirusa.com/upload/wysiwyg/M1805/IIR_M1805_Seaton.pdf
 The Audience
is changing

Source: http://www.iirusa.com/upload/wysiwyg/M1805/IIR_M1805_Seaton.pdf
 advancements of… digital media

“ Consumers control the online environment so

brands need to think about facilitating user-
created actions, not just user-generated
content." Unlike newspapers and TV where the
advertisers are speaking at consumers, the
Internet allows for more back and forth

”
interaction.

Source: http://china.seekingalpha.com/article/30979
 traditional media is dead.
1. Consumers do not trust advertisements.
(They would rather read a review on a blog or a
webpage rather than corporate page)
2. Consumers are immune to interruptive
marketing. (too many mediums, too many ads)
3.Consumers are informed, and
information is readily available.
4. With a global business, it cost too much to
reach out to everyone.
5. With social media, the cost is $0, no external
company needs to be engaged.
Facebook usage statistics by country - Dec 31st 2009
Rank Country Number of Facebook users 12 month growth % 6 month growth %
1 USA 101,303,240 140.80% 46.00%
2 UK 22,625,300 51.50% 20.90%
3 Turkey 16,943,780 113.60% 36.80%
4 Indonesia 14,681,580 1536.70% 126%
5 France 14,290,700 117% 32.60%
6 Canada 14,228,460 31% 19%
7 Italy 13,272,760 137.60% 30%

8 Philippines 8,387,560 2046.80% 208.40%

9 Spain 7,701,200 196.70% 33.40%
10 Australia 7,611,920 75.80% 25.70%
11 Argentina 7,387,120 227.50% 50.60%
12 Colombia 7,243,520 99.40% 25.80%
13 Mexico 6,505,040 351.50% 78.50%
14 Chile 5,808,020 39.90% 20.20%
15 Germany 5,799,520 361.90% 84.90%
16 Taiwan 5,490,300 4763% 701%
17 India 5,397,480 403.80% 66.80%

18 Venezuela 4,952,340 164.20% 38.40%

19 Malaysia 3,975,640 367.50% 99.30%
20 Sweden 3,066,180 80.70% 34.10%
 facebook statistics
  Usage vs. Country (Top 10 Countries on Facebook Dec 2009)

120,000,000

100,000,000

80,000,000

Usage 60,000,000

40,000,000

20,000,000

0
USA UK Turkey Indonesia France Canada Italy Philippines Spain Australia
Country

Asia - 10.5% Users, fast growing Market

Singapore > 1.1 million users
http://www.nickburcher.com/2009/03/facebook-usage-statistics-by-country.html
1 in 4 Facebook Users Come
From Asia or the Middle East
Graphics by @G_obieta
internet penetration
internet users
media Landscape

Internet Advertising Bureau, 2004

 product Proliferation

While mergers, both horizontal and vertical, the landscape of the industry in the world have been changing.
Various organizations market many variations of the same products. The number of brands of everything is
ever increasing and house brands are common in chain stores, resulting in consumers having more options.

Source: Strike up the Brands. McKinsey & Company, December 2003

Source: Darwin Day Conference, Google
media Proliferation
Today, media is fragmented
• 13,500 radio stations
(4,400 in 1960)
• 17,300 magazine titles
(8,400 in 1960)
• 82.4 TV channels per home
(5.7 in 1960)
And the Web:
• Millions of sites
• Billions of pages

Source: “Left Brain Marketing,” Forrester Research (April 2004);

“The Vanishing Mass Market,” BusinessWeek (July 2004)
Source: Darwin Day Conference, Google
 medium Proliferation
Besides getting your ads on TV, newspapers, radio and magazines,
many other new mediums are used to bombard consumers with ads.
Today, ads can be found virtually everywhere, on sms on cell
phones, your IM communicator, computer games and in movies. As
a result, consumers are growing more wary and tired of
advertisements.
 Social media is like teen sex.
Everyone wants to do it. Nobody
knows how. When it is finally
done there is surprise it’s not
better”

-- Avinash Kaushik, Analytics evangelist, Google

 things people want from social media

• I want a Facebook Page

• I want bloggers to write about me
• I want a twitter account
• I want a YouTube Channel
• I want a Flickr Group
 social media involves
• creating FB pages, Twitter account, ONE OFF
YouTube account.
• Updating profile, bio. EVERY CHANGE
• Getting Fans to join page DAILY
• Planning theme and strategy to MONTHLY
engage public.
• Creating Engaging Content DAILY
• Monitoring Comments and
DAILY
Feedback.
• Analyzing Reports MONTHLY
how some companies start social media
Engage PR companines
• Hold media / social events, invite bloggers,
tweeps.
• Send press release to bloggers.
• Send samples to bloggers.
• Expect blogs to be written by the people
they engage.
how some companies start social media
Engage Advertising Agencies
• Buy Ads on all forms of media to promote
blog.
• Pay for banners.
• Pay bloggers to blog about them.
• Focus on blogs to drive specific events
and traffic to their company.
how some companies start social media
Engage Social Media Gurus / Companies
• Blog for them
• Tweet for them
• Manage their Fan Pages
• Manages their groups
• Podcast their events / news.
 unrealistic goals
• I want bloggers to say good things about
me.
• I don’t want any bad comments or
feedback.
• I want a lot of traffic and fans within a short
period.
• I want statistics for impressions, and
reach, on every platform.
 results
• Unproductive social media effort, slow and
ineffective.
• Staff untrained, uninterested and
uninvolved.
• Lack of social media awareness amongst
staff.
• Lack of social media policies.
• Cannot deal with any form of crisis.
 hindrance to social media

Inertia – a great barrier to social media, if you don’t

start now, you will never find the time to start it.
Risk Adverse – afraid of negative feedbacks?
Conversations will happen with or without you.
Lack of knowledge – don’t know where to start.
Resistant to change – scared of new technology.
Lack of empowerment – need a lot of approval cut
through the bureaucracy.
 objections to social media
• Recruiters will poach staff.
• Its just a fad.
• We don’t have time.
• We don’t want employees wasting time.
• LinkedIn is for people who are looking for
jobs.
• My target audience is not on Facebook.
KNOWLEDGE
KNOWLEDGE
what is… social media?

“Social Media is a group of online media

which has the following characteristics.”

1.Participation
2.Networks
3.Two-way communication
4.Connectivity
5.Open source
 Golden Rules

• Communication in a 2 way street -- speak,

listen and learn
• Other people are allowed to have opinions
• Give before receiving
• Be truthful with your messages
The “satisfaction effect”

Source: http://www.churchofthecustomer.com
The new paradigm

Attention Engagement
creative use of social media
 youtube

Susan Boyle shot to Stardom on Britains Got Talent 2009, with a combined view of
150 Million on YouTube during the show in April 2009.
Blendtec used YouTube channel to Podcast one of the most popular programs on
Youtube with 205,000 subscribers. (August 2009)
Great travel blog paid for by Best Western.
Branding and ads helped Resortsworld have 40,000 Fans
before launch in February 2010 in Singapore
 other social media Marketing Examples

http://mashable.com/2008/07/23/corporate
-social-media/

• http://www.beingpeterkim.com/2008/09/ive
-been-thinki.html
 Case: DELL HELL

• In 2005, Dell didn’t have a blog. But one of

their customer’s did…
 Dell Hell on Google

• If you search for Dell Hell in Google, that

guy’s post is the first result.
• As a result, Dell got negative press
coverage in the New York Times and Wall
Street Journal.
 dell couldn’t fight back

• Dell didn’t have a blog, so they were

unable to communicate with the angry
blogosphere.
• But there was a happy ending. Dell set up
their own blog.
 Happy Ending
• “In the age of customers empowered by
blogs and social media, Dell has leapt
from worst to first." – Jeff Jarvis,
Businessweek.
• First step: Dell dispatched technicians to
reach out to complaining bloggers and
solve their problems, earning pleasantly
surprised buzz in return.
Dell’s new blog
 measurable results

• Dell saw a 27 point decrease in negative

blog posts, from 49 percent at the peak
of Dell Hell to the current 22 percent.
• Cost would have been hundreds of
millions for similar ad campaign.
 "A company this size is not going to be
about a couple of people coming up with
ideas. It's going to be about millions of
people and harnessing the power of those
ideas."

-- Michael Dell
No social media presence = no
control!
successful companies on facebook
4 phases of social marketing
 know what you want to accomplish

Develop a social media marketing plan

for a specific goal or purpose.

This will help you pick which site to use

and how to measure success.
 decide on purpose of social media and

company’s position

Social media is not a pure sales

medium, decide on what you
company would want to use it for.

Your social media presence is more

for online branding, educating your
customers and engaging the public.
 decide on which platform to use
There are many different social media
platforms to use, which one fits your
company best?
Find where your niche and audience are
located and which platforms they are on
and engage them there.
Tip: Engage in 3 – 4 platforms. Cross
marketing between the platforms
creates multiple touch points.
decide on how your social media will be managed

Who will be in charge of the Twitter

account and Facebook Pages?
Find out the rules needed for
management to be comfortable.
Find different roles for people with
different comfort levels and skill sets.
 Reasons not to
outsource
You know your company best and social media is
about transparent truthful communication and the
willingness to engage.

Authenticity is important.

You can’t outsource your voice.

With the fast turn around time needed, it is more

efficient to have direct communications.
 develop social media policies

Decide on what can be said and what

can’t be said and integrate it into your
HR policies.

Set up staff training around your social

media policy to create awareness
amongst all staff.
 market passively

Social media folks are not used to

aggressive marketing, and will be
turned off by it.

Aggressive marketing may bring

negative results.
 add value
Be sure you provide many great
reasons to follow you.
Keep content interesting and
varied.
Always have your audience in
mind.
 be consistent

Consistency is key.
Allocate a few hours a week to
monitor your social media progress.
Consistently be part of a community,
not there only to market products.
Participate in conversations and do
not leave conversations you started.
 build relationships
Listen
Get involved in conversations
Reply to feedbacks
Reach out where people gather
Be real (and transparent)
Be committed
Be personal (not behind a corporate
account)
respect copyright and reference source

There are codes and ethics you nee

d for follow, and in social media, ther
e is no exception.

Referencing source, adding links ad

ds credibility to your blogs.
 be helpful and approachable
Do not just broadcast your own
messages.
RT (Re-tweet) interesting news and
information to your audience.
Reply to comments.
Answer questions you know the
answer to that appear in your feeds.
Participate in conversations.
 focus on quality rather than quantity
On Twitter and Facebook, focus on
quality interactions, and build deep
relationships.
Convert fans into Evangelists and
hope they can promote your company
through word of mouth.
Numbers may mean more chances of
spreading message but DOES NOT
GUARANTEE that.
cross promote and share messages
There are applications that allow you to
update status on LinkedIn, Twitter and
Facebook. If they are the same message
you want to update for all your mediums,
simply use Hootsuite.
It is ok to update your new blog post on all
your different channels and no reason why
you should not do that.
 be in for long haul
Building relationship and trust takes time.
Do not give up after trying out for one
month. Relationships are not built
overnight.
Social media can increase your profile and
open many opportunities if you try, you
may not even actively market yourself or
your company.
 don’t allow it to consume your time

If not managed properly, social media

can be a distraction if you just have
conversations in small groups.
Make sure your efforts are not in the
way of doing business.
 staff empowerment
• Trust your staff
• Get everyone involved
• Amplify word of mouth
• Everyone has their networks
• Find comfort levels
• Find comfort niche
• Allocate time and resource
• Give rewards.
 If you regularly ... your profile is:

blog, podcast, tweet Creator

write reviews, post
Critic
replies
tag objects, use RSS Collector

update your profile Joiner

read blogs Spectator

do none of the above Inactive

Participate
 Profile Example Goal Tools
amplify word of
Creator blogs
mouth
Critic product development wikis

Collector market research RSS

Joiner public relations social network

canary in the
Spectator brand monitoring
coalmine
Inactive getting started search

Find Comfort Zone

 observations
• As the number of channels increase,
overall engagement increases at a
faster rate.
• Engagement differs by industry.
• Financial performance correlates with
engagement.
• It Provides ” Multiple Communication
Touch Points” (More touch points can present a ripple effect, inducing viral
marketing, boosting brand recognition and driving sales volume.)

http://jeffbullas.com/2009/07/21/report-reveals15-best-practices-of-social-media-implemented-by-the-top-100-brands/#comment-2005
making social media part of your work life
desktop apps

widgets

RSS
 measuring ROI

“A direct result of not tying activity to an end game, the

ability to know what it is we want to measure before we
engage. Doing so, allows us to define a strategy and a
tactical plan to support activity that helps us reach our
goals and objectives.”

-- Brian Solis, author and principal of the FurtureWorks agency

Brian Solis’s ROAD
 Popularity
Many companies engage in social media, and
most like to use some form of popularity matrix to
measure ROI. Words like engagement,
participation, and involvement became key terms
for defining online interactions with consumers.

Trust and affinity are used to measure the core

group of followers. Of all these matrixes, you could
measure the improvement in customer service.
Both in terms of the increased ability for people to
rate and review products, as well as the
opportunity for customer service teams to engage
and provide proactive response.
 Measuring success
Inability to measure ROI, lack of budget funding, and
management resistance are barriers to companies
implementing social media campaigns, and it is a great way
of getting budget slashed.
“I’ve seen multimillion-dollar print and
television advertising initiatives get the
green light because CMOs understood
the media — and I’ve seen $10,000
social-media efforts scratched because

execs didn’t get it. ”

 Tips
Know Your End Game: As Brian Solis said defining your end game is
necessary in order to be able to quantify results.  Know what are you
trying to accomplish and how you want to try keep track of it all.
Define Your Metrics: What metrics do you need to track to quantify
results: Leads, Registration, Sales?
Check Your Tracking: I can’t tell you how often a new client doesn’t have
the right pixel/cookie set on the right confirmation page. If your success
metric is sales make sure you’re not just tracking leads. This requires
testing.
Set Expectations: Benchmarking is great way for you and your CMO to
have realistic expectations from a campaign. Fireclick and Coremetrics
are two tools that can provide benchmarks based on industry averages
related to conversion rates, cart abandonment, and other valuable data.
They also allow you to pull data from a specific vertical.
 Gather Intelligence

Google Analytics: Google

Analytics is the defacto analytics system
in most companies. You can track visits,
page views, bounce rates, etc. Be sure,
if sales are a key metric, that the
ecommerce portion is activated.
 Gather Intelligence
Coremetrics: Coremetrics Analytics provides the website
analytics features you need to successfully acquire, convert, and retain
high-value visitors and customers.

* Marketing optimization: gain a 3D view of your marketing programs’

effectiveness across channels and over time, including which programs
drive new visitors, trigger action, and influence visitor behavior.
* Merchandising: increase initiation and decrease abandonment of
key activities (shopping carts, booking travel, starting applications,
completing registration, etc.) by automatically mapping product and
promotional categories to website analytics reports
* Content analysis: improve site navigation, content, and tools by
knowing the value of page real estate and promotional effectiveness
based on site goals
 Gather Intelligence

Radian6: The Radian6 flexible dashboard enables

monitoring all forms of social media with real-time, relevant
results. Smoothly uncover influencers, track and measure
engagement and determine which conversations are having
an impact online. Radian6 provides Web Analytics and CRM
Integration.
 Gather Intelligence

Brantology: Brantology is an independent business and

brand online intelligence service provider that combines
technology, processes and trained staff to monitor your
social media reach. (The main difference is they have a
human vetting all your data)
Key Metrics
 Understand Numbers
Spotting Trends: Sometimes business get excited
about high sales numbers while completely ignoring
the fact they overspent to get those numbers.

Trends are a great way to spot deltas which often

provide indicators of the health of campaign. Sample
key trends are:
•number of prospects
•number of transactions
•changes in repeat customers
•number of customer referrals
•uplift in other marketing channels
 Look beyond your
distributed sites

With the amount of distribution sources

available in social media always take
time to see if elements of your campaign
have been distributed beyond the initial
sites you targeted. It will allow you to
spot new opportunities to expand your
campaigns.
 best practices
• Listen to public
• Deputize people throughout the
organization
• Understand how each channel provides a
different dimension of engagement
• Centralize coordination
• Find champions who can explain and
mitigate risk.
• Be in it for the long haul
http://jeffbullas.com/2009/07/21/report-reveals15-best-practices-of-social-media-implemented-by-the-top-100-brands/#comment-2005
 best practices (cont.)

• Pick channels carefully.

• Spread engagement to employees beyond
the social media team.
• Open the platform to anyone and everyone.
Encourage employees to tap into social
media to get work done
• Engage in new channels where people
already are
• Support engagement as an extension of the
company culture.

http://jeffbullas.com/2009/07/21/report-reveals15-best-practices-of-social-media-implemented-by-the-top-100-brands/#comment-2005
 best practices (cont.)

• Be conversational from the start.

• Make social media part of the job, just
like email
• Modularize and synchronize content
across channels
• To scale engagement, make social
media part of everyone’s job.
• Emphasize quality, not just quantity.
http://jeffbullas.com/2009/07/21/report-reveals15-best-practices-of-social-media-implemented-by-the-top-100-brands/#comment-2005
 Conclusion
• Social media is about public engagement
• Building an non-marketing team online to
build brand reputation and trust
• Using real time information and monthly
reports to spot trends and new channels of
sales
• Facilitate and guide conversations
Try out social media
There is nothing to be afraid of

Twitter: robin_low
Blog: http://blog.newsocialmediabrand.com/
Facebook: http://www.facebook.com/socialhub
LinkedIn: http://www.linkedin.com/in/robinlow88