Presentation from "Social Media Strategies" workshop delivered by Andy Boyer and Xavier Jimenez at the School of Visual Concepts in Seattle.

1. Social Media Workshop School of Visual Concepts August 2, 2010 Andy Boyer Xavier Jimenez

3. Provide Large-scale brand analysis, audience research and social marketing programs for major global brands and mid-sized companies.

4. Background with RealNetworks, Publicis, Microsoft, Photoworks, venture-backed startups, non-profits, and minor league baseball.

5. Join us:

6. www.Social3i.com

7. Twitter @social3i

9. The Social Marketing Imperative

10. What we’re READING in 3rd party research The Social Web is influencing customer decisions Data: Nielsen Research / Comscore Media Metrix 2009

12. Measuring social marketing efforts using KPI’s is now a best practice.

14. Different stages in which brands leverage social media Influence Integrate Interact Interest Basic benchmarking, auditing and listening to conversation about your brand, customers & products Melding social into your overall marketing program Engaging with fans, followers, press, analysts and critics Ignore No longer an option Leveraging communities of interest

15. Social Media Themes for Boardrooms and Cocktail Parties

16. Theme 1 - The Face of the New Internet is Social

17. The Heavyhitters

18. People trust blogs The Blogosphere is a wealth of product and marketing information, both for consumers, and marketers.

19. The Mainstream Has Adopted Twitter

20. News at the Speed of Social Media 3:26 pm photo was posted to Janis Krum’s (@jkrums) twitter profile New York Times broke the news at 3:48 pm and didn’t post to the frontpage until 4:00 pm Page 14

21. Theme 2 – Marketing Budgets are Integrating Social

22. Theme 2 – Marketing Budgets are Integrating Social

23. Theme 3 – Levels of Effort /Effectiveness are Different by Channel

24. Section 2: Best Practices for Social Media

25. Basic Framewroks and Foundations

26. Like Any Program, You Need a “ROAD” Map for Social Strategy Marketing Sherpa, 2010

27. Moving up the Social Marketing Stack The Long Term Goal: Giving customers a say in developing, supporting and evangelizing your brand Influence Integrate Melding social into your overall marketing program Interact Enagaging with fans, followers, press, analysts and critics Interest Basic benchmarking, auditing and listening to conversation about your brand, customers & products Ignore Develop marketing and business plans without benefit of any data or insights generated on the social web about you or competitors

28. Social Programs Follow Same Yype of Thinking as Traditional Marketing Programs

29. Too Many Channels to Choose From

30. Before You Get Started – Know WOMMA’s Rules www.womma.org It’s all about the Honesty ROI. Ethical word of mouth marketers always strive for transparency and honesty in all communications with consumers, with advocates, and with those people who advocates speak to on behalf of a product.* Honesty of Relationship – you say who you’re speaking for* Honesty of Opinion – you say what you truly believe; you never shill* Honesty of Identity – you say who you are; you never falsify your identity

31. Case Studies

32. Resources for the class:

33. Retention - Customer Support - Comcast

34. Retention - Customer Support - Comcast

35. Retention – Dell Idea Storm

36. Retention – Engagement - Starbucks

37. Awareness – Common Craft

38. Awareness – Blendtec:The corporate Blendtec Site Google Page Rank 5 Compete rank 105,000 Alexa Rank 156,000

39. Awareness – Blendtec:WillItBlend.com Google Page Rank 6 Compete rank 58,000 Alexa Rank 43,000

40. Awareness – Blendtec:WillItBlend on YouTube 8.7 MILLION Views 12,233 Comments Favorited 9,000 Times And they have 64 other videos! Close to 100 million more views #24 - Most Subscribed (All Time) #14 - Most Subscribed (All Time) – Directors #38 - Most Viewed (All Time) Page 34

41. Awareness – REI on Flickr Page 35

42. Mad Men Yourself

43. Mad Men Yourself

45. Out of those 1 million, 600,000 of them created avatars — not too shabby for what’s essentially just a silly toy.

47. Spreading the Happiness <object width="640" height="385"><param name="movie" value="http://www.youtube.com/v/lqT_dPApj9U&amp;hl=en_US&amp;fs=1"></param><param name="allowFullScreen" value="true"></param><param name="allowscriptaccess" value="always"></param><embed src="http://www.youtube.com/v/lqT_dPApj9U&amp;hl=en_US&amp;fs=1" type="application/x-shockwave-flash" allowscriptaccess="always" allowfullscreen="true" width="640" height="385"></embed></object>

48. The Fun Theory

49. Fail: Motrin Backlash

50. Fail: Nestle’s Facebook Debacle

52. A provocative new Web video campaign (warning: may be a bit nauseating) on behalf of Greenpeace's U.K. arm targeted the food manufacturer as a threat to the livelihoods of orangutans, and according to Greenpeace, Nestle lobbied to have the video removed from YouTube, citing a copyright complaint.

53. Greenpeace supporters--whom the activist group had encouraged to change their Facebook profile photos to anti-Nestle slogans that often incorporated one or more of the company's food logos--started posting to the Nestle fan page en masse.

55. “Hey PR moron. Thanks you are doing a far better job than we could ever achieve in destroying your brand,"

56. "It's not OK for people to use altered versions of your logos, but it's OK for you to alter the face of Indonesian rainforests? Wow!“

57. "I like some Nestle products so I qualify as a 'fan.' I would like Nestle to make them even better by removing palm oil. I would like to enjoy my Kit-Kats without feeling responsible for rainforest destruction and orangutan deaths."

58. Comments from a decent handful of Nestle supporters were drowned out.

60. Facebook Tactics and Opportunties

61. Awareness /Retention/Referral – The Met Grill

62. Awareness /Retention/Referral – The Met Grill

63. Awareness /Retention/Referral – Merrill Gardens

64. Awareness /Retention/Referral – Merrill Gardens

65. Customization

66. Customization

67. Customization

68. Customization

69. Customization

70. Customization

71. Customization

72. Section 3: Channel Tactics and Execution

73. Social Marketing SEO

74. Best Practices for Company Blogging Tip #1. Recruit multiple bloggers Effective blogs are updated frequently. But many small marketing teams struggle to find the time to continually feed the beast. Having multiple contributors ensures your blog will be a compilation of multiple viewpoints and relevant expertise that attracts a variety of readers. Tip Tip #2. Enforce regular posting Maintaining a consistent schedule is essential to a successful blogging strategy. Get the CEO on board. Tip #3. Share metrics and reward success Run internal contests to single out the blogger whose post was shared the most. Shares the metrics from the team’s blogging and social efforts to show the rest of the company how important their contributions are. Source: Marketing Sherpa

75. Url Shorteners – Bit.ly

76. Twitter Humor

77. Twitter – CoTweet

78. Execution - LinkedIn Page 65

80. After 20 days, a YouTube video has had 75% of its total views.

81. That's a really short life span for YouTube videos, and it's probably getting shorter. In 2008, it took 14 days for a video to get 50% of its views and 44 days to get 75% of its viewshttp://www.businessinsider.com/chart-of-the-day-the-lifecycle-of-a-youtube-video-2010-5#ixzz0vSdScBK1

83. It's all about the dialogue. Be aware of and harness comments, ratings, and the cycle of video responses, remixes, and mashups.

84. Ideas come from everywhere. Lee Clow, chairman and chief creative officer, TBWA - Having consumers create commercials "is part of this brave new world we live in."

85. Find the talent and use it. YouTube has well-established video stars, with built-in audiences. Carl's Jr. successfully teamed up with popular YouTube personality iJustine, instantly accessing her over 150,000 subscribers.

86. Tools exist. Use them. "Featured videos" garner far more traffic in shorter time. And buying supporting media can help your content reach and grow its audience.

88. Going offsite to find conversation already happening

89. Execution - Slideshare.net Page 70

90. Execution - Slideshare.net Page 71

91. Execution - Bookmarks

92. Execution - DandyID

94. Google Trends

95. Compete.com

96. Quantcast

97. Technorati

98. Yahoo! Answers

99. Search.Twitter.com

100. Twitter Grader

101. Blog GraderPage 74

102. The New New – Location Based Services

103. Foursquare Tutorial Copyright Flair Media on Slideshare: http://www.slideshare.net/KarynCooks/jumping-in-to-foursquare-reviewing-locationbased-platforms-for-business

104. Gowalla Great case study on Gowalla written by Vayner Media http://www.slideshare.net/guest43ee0f/early-proofthatgeolocationmarketingwillsucceed

105. A Case Study from VaynerMedia

112. Real Life Case Study – Teatro Zinzanni

113. In Class Projects

114. Management Bios Xavier Jimenez Integrated Marketing Research & Ideation Prior to co-founding social3i Xavier was Principal and Analytics Practice Head at social media agency Spring Creek Group in Seattle Washington. Xavier has worked with Fortune 500 brands like ubid.com, RealNetworks, American Greetings, T-Mobile and Microsoft to deliver deep consumer insights using emerging media measurement technologies. As chief social intelligence strategist, Xavier is tasked with qualifying and transforming raw data from online video, mobile advertising, widgets, blogs, social networks, and other user generated content into deep customer intelligence. Twitter: @xjimenezLinkedin: Add Xavier to your networkE-mail: xavier@social3i.com Andy Boyer Integrated Marketing Strategy & Planning Andy Boyer was a Principal at social media agency Spring Creek Group from 2007-2010, leading client campaigns inside Microsoft and other companies, developing short and long term social media strategies, and recruiting a team of Engagement Leads and Community Managers. His previous experience is highlighted by six years in e-commerce marketing at streaming media pioneer RealNetworks from 1996-2002. As Co-Founder of social3i, Andy develops holistic social media programs that are integrated into overall marketing efforts. Twitter: @aboyerLinkedin: Add Andy to your networkE-mail: andy@social3i.com

115. Thank You Web: http://www.social3i.com Blog: http://social3i.blogspot.com Twitter: @social3i