Social media madness –join or dieMads Fuhr Frederiksen – @madsfuhrNovember 2010

Humans – what’s up with them?We love to talk

We love to engage in passionate matters

We love to respond to other peoples passionate comments

We love to mirror ourselves against others

We love to reinsure our own raison d'etre (existence)

We love to talk in order to be heard

We love to express our opinion

We love to be “seen”

We love to socialize

Agenda

• What is social media?

• Why should you engage in social media?

• Monitoring you social media activities

• What tools should you use

• YouTube – what can video do for your business?

• Visual case stories

• Questions & Discussion

What type are you?

• influential

• first mover

• early adaptor

• passive

• aggressive

• involving

• observant

• loud

• value-adding

• ambassador

• anonymous

• ?

Kindly borrowed from www.theoatmeal.com

Social mediaWhat happens in Vegas, stays on YouTube

Definition af “social”According to wikipedia.org

“refers to a characteristic of living organisms (humans in particular). It

always refers to the interaction of organisms with other organisms and to

their collective co-existence, irrespective of whether they are aware of it or

not, and irrespective of whether the interaction is voluntary or involuntary.”

http://en.wikipedia.org/wiki/Social

Definition af “media”According to wikipedia.org

“tools used to store and deliver information or data”

http://en.wikipedia.org/wiki/Media

Definition af “social media”According to wikipedia.org

“Social media are media for social interaction,

using highly accessible and scalable publishing techniques.”

http://en.wikipedia.org/wiki/Social_media

“…a responsibility to understandthe use of standards and the importance of making

Web applications that work with any kind of device.”

-Sir Tim Berners-LeeInventor of the world wide web

http://www.bcs.org/server.php?show=conWebDoc.3337

Lots of platforms/channels

• Blogs/Forum/RSS (Wordpress plugins)

• Video and Image-sharing sites (YT, Flickr…)

• Review sites (trustpilot.dk, ask.com etc.)

• SNS (SocialNetworkServices, Facebook Social

Plugins)

• Bookmarking sites (delicious.com, enjoythin.gs…)

• News aggregator sites, Wikis…

• Music, entertainment sites

Lot of reasons to get involved

• Improve image/brand (reputation)

• Brand awareness

• Input for product development

• Improve customer service

• Closer dialogue with customers

• Increase turnover

• Generate leads

• Other?

Social BusinessWhat does this mean for your business?

Conversations are here – are you a part of it?

?

Types of activities online

• Positive/negative comments on brand/product

• Customers service questions/dialogue

• Ideas/tips for product improvement

• User-user input

• Campaign/bonus requests

• Social media at its best!

Social media ROIReturn On Ignoring?

The boring formula

Gain from investment – Cost of investment

Cost of investmentROI =

x100

Some clever words…

Source: Nielsen Online press center, 07/09/09: “The Nielsen Company reveals the most..”

“Personal recommendations and consumer opinions

posted online are the most trusted forms of advertising globally”

Google Analytics (traditional metrics)1. Hard facts, numbers/figures, CTR, visits, pageviews, goals etc.

Social Media Analytics (non-financial)1. Soft metrics, comments, Likes, conversation volume, social graph size, RT

etc.

Impact

Investment

Social activity, campaigns,SNS, profiles etc.

Social Capital

Followers, Friends, Likes,Brand likeability, Links, reputation

FinancialReturn

Website conversions, signups,lead generation etc.

Before & After measurements

Social media strategyDo YOU have a plan for US?

5 quick…

1. Understand the different platforms/channels

2. Define how/why social media can boost your company

3. Cover your market/market shares – how is the relevant communication

shaped today?

4. How do we interact with our market and target groups – now and later

on?

5. Be social, be active, be realistic – have patience…

Activity goals / Criteria for succes

1. What is is, that you would like to improve, reach, obtain?

2. Which points are measureable (Key Performance Indicators, KPI)?

• Sales, signups, cost reduction , customer service, reviews, reputation, leads?

3. Get an overview of what to measure, before you roll out your

campaigns.

4. Client expectation matching!

Market & Target groups

1. Market situation, competitors etc. – how do they do it (good/bad)?

2. Define your target group(s) + behaviour online

• Define and discover influential's, ambassadors, first movers etc.

3. Where on the internet are your target group?

4. How can we “charge” theme in the best possible way?

• YouTube activity, Facebook ads, Banner ads, subject-related podcasts?

Platforms/Channels

1. Which platforms should we utilize?

• A new blog, existing website, podcasts, Twitter?

2. How are these platform connected to eachother – does it make sense?

3. Understand their full potential – are you capable of doing so

(competence)?

4. Connect the different platforms to your own company value chains?

Dedicate ressources

1. Who’s responsible for the daily updates/communication with customers

on e.g. a corporate Facebook Page?

• What if it has to do with technical issues, who’s is competent to answer these

profesionally?

2. Define how many hours a day, you will spend for social media activity

engagement, such as updates, events, news, thoughts from the

company, links, articles etc.?

3. How often will you be monitoring your market buzz?

4. Response time – max. 24 hours on weekdays on e.g. a Facebook Page

Image

1. Tone of voice (1st, or 3rd person speech, smart guy, trustworthy, a pro,

serious, happy, too happy?)

2. Update frequency (avoid SPAMMING the walls!)

3. Events, new activities to sustain customers (make an activity

plan/overview)

4. Customer online – how will you manage this?

5. How much/often should you interfere in the dialogue online, which you

are in fact facilitating and who is competent to estimate this situation?

Activities for building traffic

1. Facebook Ads, Google Ads, Banner Ads, viral campaigns, events,

Flashmob?

2. Offline channels?

3. Does it all make sense to you/your potential clients?

Roll out timeplan

1. Make a simple time plan for each of your rollout activities

2. How fast will you approach the market?

3. How aggressive?

Source: http://www.youtube.com/t/fact_sheet

YouTubeWhat happens in Vegas, stays on YouTube

”What happens in Vegas stays on YouTube”

Traffic & Demographics

Source: Nielsen Online, The Global Online Media Landscape, April 2009

Usage & Spending

Source: Nielsen Online, The Global Online Media Landscape, April 2009

Traffic & DemographicsTraffic and Stats

• 2 billion videos viewed every day, globally

• Hundreds of thousands of video uploads daily

• Every minute, 24 hours of video is uploaded to YouTube

• 2nd largest search engine worldwide

Demographics

• Age range 18-55

• Evenly divided between males and females

• Spanning all geographies

• 51% percent of our users go to YouTube weekly or more often

• 52% of 18-34 year-olds share videos often with friends and

colleaguesSource: http://www.youtube.com/t/fact_sheet

Who’s using YouTube? U.S. ONLY

Source: http://www.flowtown.com

Visitors & Streaming

Monthly unique visitors

May 2010: 103.817.689 visitors

November 2009: 88.695.191 visitors

May 2009: 81.396.365 visitors

Streaming video

• 5.799.702.000 YouTube.com videos streamed in the US in

June 2010!

• Hulu.com had 598.812.000 videos streamed in the same

period

Source: http://www.youtube.com/t/fact_sheet

Top 5 most viewed channels1. Vevo (Music channel)

2. Expert Village (answers to life)

3. Machinima (entertainment, gaming)

4. Hollywood Records (entertainment, music)

5. Fail Blog! (entertainment)

Conclusion: People want to be entertained!

People will easily spend hours on videos, which are either:

a: relevant to them

b: simply entertaining, shareable content

Source: http://www.youtube.com/t/fact_sheet + http://www.flowtown.com

Social Media Optimization (SMO)How do we improve and optimize our activities?

SMO: “social media optimization”According to wikipedia.org

“Social Media Optimization (SMO) or Social SEO is the methodization of social

media activity with the intent of attracting unique visitors to website content.

SMO is one of two online methods of website optimization; the other method is

search engine optimization or SEO.”

http://en.wikipedia.org/wiki/Social_media_optimization

- Rohit Bhargava, 2006

Social Media Optimization• Step 1• Monitoring online ”talk” e.g. via TweetDeck

• Keyword-based monitoring

• Step 2• Involve in the medium

• React to the talk (positive/negative)

• Engage in dialogue

• Step 3• Facilitate new conversation, increase your overall conversation

volume through e.g. subject-related, questionbased posts

• Build a foundation for dialogue/communication

• Respond quickly to new comments, activity

• Step 4• Start all over…

TweetDeck desktop app

Sourcetracking: Twitter Mentions, Messages, Followers, Facebook, LinkedIn, FourSquare etc.

Whostalkin.com

Sourcetracking: Microblogging, Networks, Images, Video, Audio, Blogs etc.

Socialmention.com

Sourcetracking: Microblogging, Networks, Images, Video, Audio, Blogs etc.

Adjust, Optimize, Correct1. Are you “in sync” with your customers?

2. Are you “in sync” with the actual conversation?

3. Is this conversation moving in the “right” direction, as intended or

should you get involved to adjust direction?

4. Is the progress fulfilling?

5. Do you need to optimize, adjust on your own engagement on all your

platforms and channels?

6. Do you follow and obey conventions, code of conducts for your own

defined online presence?

7. How are your hard and soft numbers and fact moving along?

8. Are we on time according to time plans?

9. Are we foreseeing seasonal activities, which we need to prepare for?

Thanks!@MadsFuhrPlaygrounds.dk