1. Social Media
Miami Ad School DUMBO
Fall 2010
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2. Goals for this week
• Talk about Twitter assignment
• Discuss different social media channels
• Assignment for next week
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3. This week’s assignment
• Thoughts on using Twitter this week
- What did you think of the blog articles?
- How did you approach writing tweets?
- Did you have any conversations? How did they go?
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4. Digital Engagement
Framework
Understanding social media in the
context of a larger digital framework

5. Campaigns
media volume
time
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6. Campaigns Platforms
media volume
media volume
time time
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7. Campaigns Platforms
media volume
media volume
time time
Campaigns drive goals
• Traditional media structure - time-
driven effort with a definite
beginning, middle, and end.
• Works well for highly actionable
goals.
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8. Campaigns Platforms
media volume
media volume
time time
Campaigns drive goals Platforms are “always on”
• Traditional media structure - time- • Support consumers’ expectations
driven effort with a definite of accessibility (pull vs. push).
beginning, middle, and end.
• Establish long term relationships
• Works well for highly actionable with customers.
goals.
• Facilitate agile, “science-lab”
approach to communications.
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9. Digital engagement is multi-layered
PLATFORMS
media volume
Web site
E-commerce
Etc.
time
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10. Digital engagement is multi-layered
CAMPAIGNS Coupon or sales
Tie-in to offline
Initiatives
Etc.
PLATFORMS
media volume
time
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11. Digital engagement is multi-layered
CAMPAIGNS
LISTENING & ENGAGEMENT Ongoing listening
Ongoing engagement
Support to campaigns
PLATFORMS
media volume
time
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12. Social Media
Channels
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13. Where do different social channels
belong?
CAMPAIGNS
LISTENING & ENGAGEMENT
PLATFORMS
media volume
time
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14. Facebook

15. Why Facebook?
• There are currently 500 million users of Facebook. If
Facebook was a country, it would be the 3rd largest in the
world.
• Facebook users are highly engaged. 50% log in every day,
and they spend, on average, 55 minutes per day on
Facebook.
• 24% of all content shared on the web daily is shared
through Facebook - more than any other site or medium.
http://royal.pingdom.com/2010/02/05/facebook-social-media-juggernaut-infographic/
http://www.businessinsider.com/chart-of-the-day-social-networking-sites-dominate-sharing-2009-7
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16. Facebook 101
Profiles Apps
For real people. Custom-built software that lives
in Facebook and uses
Facebook data.
Pages
For brands.
Status Updates
Groups The main communication
medium for Facebook profiles,
For groups of people. pages, and groups.
Ads Facebook Connect
Highly effective, detailed Allows 3rd party sites to access
targeting. Facebook data. 13

17. Why Facebook?
• 40% of connected consumers say they have “friended” a
brand on Facebook and/or MySpace.
• Deals and offers are the primary drivers for friending a
brand.
I am a current customer 32.9%
Exclusive deals or offers 36.9%
People I know are fans of the brand 6.2%
Interesting or entertaining content 18.2%
Service, support, or product news 5.0%
Other 0.7%
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18. Creating a dialogue
• Facebook provides a consolidated venue for consumers
to talk about the brand, making it easy to support
customers and gather feedback.
• Digital engagement has been linked to increased sales.
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19. In addition to posting branded status updates,
Red Bull also incorporates the latest tweets from a
series of professional athletes. This provides
relevant and entertaining content to their fans.
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20. Realizing that their product might not lend itself to
everyday interactions, Dawn created a charitable
page highlighting their support of wildlife. This
gives them a reason to talk to their fans on a
regular basis, and it creates a positive association
with the brand.
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21. The Woody campaign, by TGI Friday’s, was a
great way to quickly gain a large number of fans.
Friday’s offered a coupon to their first 500,000
fans on Facebook. The offer was promoted on TV
and online banners.
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22. Dunkin Donuts selects a “fan of the week”
every week, highlighting one of their
advocates. They also offer lots of coupons
and promotions, as well as a sweepstakes that
awards free coffee for a year.
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23. IKEA created a contest using the Facebook photo
tagging tool. The first person to tag their name to
a product won the product. Everytime a person is
tagged in a photo, a notification appears on their
wall, making the concept instantly viral.
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24. Because Facebook is where
customers interact with their
families and remember
occassions, 1-800-Flowers
integrated an e-commerce cart
directly into Facebook.
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25. Facebook Connect allows 3rd
party web sites to access a
user’s Facebook data.
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26. Facebook Apps work best when
they offer an intrinsic utility or
entertainment value.
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27. Twitter
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28. Why Twitter?
• There are currently 75 million user accounts, although
only 15 million are highly active.
• Active Twitter users tend to be more engaged and
influential than typical internet users.
• Twitter is exceptionally fast moving - 92% of responses to
tweets happen in the first hour.
http://themetricsystem.rjmetrics.com/2010/01/26/new-data-on-twitters-users-and-engagement/
http://www.thegreeneyedmonster.com/2010/09/30/only-71-of-tweets-get-a-response/
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29. Twitter 101
Mentions
@username refers to a Twitter
account.
Hashtags
Note #keywords.
Lists
For groups of people.
Promoted Tweets
Equivalent of OLA for Twitter.
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35. Intro to Location-
Based Services

36. The Current LBS Landscape

37. Foursquare 101
Checking In Tips & To Dos
Users check in to notify their Users can add tips for things to do
friends that they are in a particular at specific locations.
location.
Special Offers
Mayors Venues can promote special offers
The person who checks into one (e.g. for Mayors).
place most frequently becomes
the “mayor”.
API
Custom apps can access
Badges foursquare’s data through an open
Checking in to certain types of API.
places earns users badges.
Brands can sponsor badges. 34

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42. Homework
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