Part 1 - Social Media Strategies 201 at Seattle's School of Visual Concepts

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www.social3i.com || Seattle Washington

School of Visual ConceptsSocial Media Strategies and Programs for Marketers - 201 Level

Section 1May 18, 2011Andy Boyer & the Social3i Team

http://social3i.blogspot.com/


http://www.social3i.com/


social3i Proprietary and Confidential 2

About Us

• Social3i is a small but nimble digital marketing consultancy focusing on social media

• We provide large-scale brand analysis, audience research and social marketing programs for major global brands, small to mid-sized companies and government organizations.

• We focus on delivering ROI-based programs, not just brand impressions.

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

• Links:Web: http://www.social3i.com Blog:

http://www.social3i.com/blogTwitter: @social3i Email:

[email protected]

Intelligence & Insight

Ideation & Planning

Influencer Marketing

Social Marketing Program

Development

Social Competency

Training


http://www.social3i.com/blog

http://twitter.com/social3i

mailto:[email protected]


Resources for the class:

Delicious.com/social3i


Our past deckswww.slideshare.net/social3i


What we covered in 101

http://www.youtube.com/oldspice


Agenda

9:15 Section 1: Social Media 201 Overview• Going past Facebook Walls, Twitter and YouTube• Questions we get asked a lot

10:15 Break10:30 Case Study: RealNetworks - Reality TV, Streaming Video and the Real-Time Web

• What RealNetworks is doing in the hot online video space right now• How RealNetworks has embraced social media as a means to connect

with a highly engaged audience.• RealityNation.com• Overview of the Challenges and Opportunities RealNetworks is finding

while working with Social Media 11:15 Section 2: How to Use Social Media Analytics and Measurement Tools - Xavier Jimenez 12:15 Lunch12:45 Section 3: Advanced Channel Tactics and Execution

• Advanced Wordpress setup• Facebook iFrames, • Contests • Facebook/LinkedIn Advertising

http://realitynation.com/

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A couple stats about thinking social






Internet Traffic – Indication of Shift Away from TV

Netflix video streaming is now the single largest source of peak downstream Internet traffic in the U.S. 29.7%

HTTP websites (18 percent) BitTorrent (11 percent) YouTube (10 percent)

BitTorrent still accounts for half of all upstream traffic


Thinking Social


Framework for 201 class vs the 101

•“How to”•“What is”

101

•Social Media as a Mentality and Philosophy

•Thinking about how social meda plays a role across the company, not as part of a single campaigm

201


We’re being retrained. Today’s consumer…

•When he wants it

•On the device he’s using

•However he searched for it

•That is easy to share

Wants product

information:

•Words baked into images that he cannot copy and paste

•Flash that can’t be seen in an iphone

•Ads that can’t be closed on a mobile device

Does not want:


Thinking Social

Social dynamics are going to work their way into every industry, and the companies of the future will be the ones that bake them in from the beginning, rather than slapping them on as an afterthought.

- Facebook CEO Mark Zuckerberg


For example…

http://vimeo.com/23215772


Thinking Social


Everyone is a potential reporter:Live from Bin Laden’s House


The Hard Questions we get asked most oftenHow do I build a social media “team”

I have a Facebook page, now what?

What do I need to do about mobile?

What is “Gamefication?”

What channels are there besides Facebook , YouTube and Twitter?

How do I link everything together?

How do we find and reach out to influencers?

How do we decide if it’s working?

How can social be used in a B2B space?

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Building the team






Your Social Media All-Star Team

• Oversees all of the social network and online marketing of the company. • Creates and maintains social networking presences on all of the most

important networks.

Community Manager

• Creates the content that is the foundation of any good social media campaign

Content Specialist

• Keeps an eye on social media networks to catch customer complaints or problems that might be part of a discussion.

Online Customer Service Manager

• Considers all of the marketing possibilities and create a social marketing plan for the company.

Social Media Strategist


How Levi’s Chose a Community Manager

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I have a Facebook Page, now what?






Learn from the Best http://www.ignitesocialmedia.com/facebook-marketing/top-50-branded-facebook-fan-pages-april-2011/

http://www.ignitesocialmedia.com/facebook-marketing/top-50-branded-facebook-fan-pages-april-2011/

http://www.ignitesocialmedia.com/facebook-marketing/top-50-branded-facebook-fan-pages-april-2011/


DKNY Campaignhttp://www.facebook.com/DKNY?sk=app_101156193272474

http://www.facebook.com/DKNY?sk=app_101156193272474


Big Fish Games on Facebook


World Park Campaign

http://www.youtube.com/watch?v=7OCyfV_k2_g

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What is Gamefication






Using Games to Attract Fans


WorldsBiggestPacMan.com


Games rules applied to Facebook Pages

If your DAU/MAU is 0.3 (or 30%) then around a third of your total players are checking in at least once. each day.

Aim for somewhere between 20% and 30% for a sustainable Free to Play game. The top Facebook games get between 18% and 35%.

Design your games so that players have a reason to visit every day. When you're in the early stages of planning, ask yourself "what are people going to come back to the game for?"

Fun is not enough. Don't think that saying "people will come back because it's a fun game" is enough. There are hundreds of fun games available to players at any time. You need to find specific reasons why somebody who played your game yesterday will feel compelled to play it today and tomorrow too.

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What do we do about Mobile






This is the world in which we now live


The mobile experienceFour out of five teens carry a wireless device, and the majority (57%) view their cell phone as the key to their social life


What does your web site look like on mobile devices?


QR Codes

http://vimeo.com/21228618


Mobile Opportunites Abound

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What channels are there besides Facebook , YouTube and Twitter?






Foursquare


Foursquare “Case Study”McDonalds

Rather than offer coupons to every person who checked into a McDonald's that day, 100 randomly awarded $5 and $10 giftcards as checkin bait.

Claimed to increased foot traffic 33% - really increased “check-ins”

Resulted in more than 50 articles covering McDonald’s Foursquare special – somepositive, some negative

McDonald’s total cost for the campaign was $1,000.


Tumblrhttp://today.tumblr.com

http://today.tumblr.com/


Tumblr - Huggieshttp://highchaircritics.com/

http://highchaircritics.com/


Tumblr – IBM http://smarterplanet.tumblr.com/

http://smarterplanet.tumblr.com/


Mobile Social Startups

Instagram Color Zapd

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How do I link everything together?






Dell Vostro Launch

Identify Influencers

Give away Laptops to influencers (in this case bloggers)

Build Facebook App and Twitter presence

Encouraged people to share tips using #tradesecrets on the Dell Facebook Page or Trade Secrets app.

1500 contributions to the Trade Secrets program across Facebook, Twitter and blogs


Thank You

Web: http://www.social3i.comBlog: http://social3i.com/blogTwitter: @social3iEmail: [email protected]:www.slideshare.net/social3iFacebook:www.facebook.com/social3i


http://social3i.com/blog

http://twitter.com/social3i

mailto:[email protected]

http://www.slideshare.net/social3i

http://www.facebook.com/social3i

Part 1 - Social Media Strategies 201 at Seattle's School of Visual Concepts

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Transcript of Part 1 - Social Media Strategies 201 at Seattle's School of Visual Concepts