Smmp hamburg

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Social Media Marketing Practice [email protected] Geektoid Mangala www.linkedin.com/in/sureshsood twitter.com/soody www.facebook.com/sureshsood ssood www.bravenewtalent.com/talent/suresh_sood Hero5! scuzzy55 sood y GreatMystery14 sood y Suresh S. http://www.slideshare.net/ssood/SMMP- Hamburg 1

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virtual talk for Universität Hamburg

Transcript of Smmp hamburg

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Social Media Marketing Practice

[email protected]

Geektoid Mangala www.linkedin.com/in/sureshsood

twitter.com/soody

www.facebook.com/sureshsood

ssood

www.bravenewtalent.com/talent/suresh_sood

Hero5!

scuzzy55

soody

GreatMystery14

soody

Suresh S.

http://www.slideshare.net/ssood/SMMP-Hamburg 1

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Detecting flu trends using search engine query data (intentionality)

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Twitter and Marketing Predictions• Tweets is “found data” without asking questions

• More meaning than typical search engine query

• Large numbers of passive participants in natural settings

• Twitter can predict the stock market (Lisa Grossman, Wired, Oct 19 2010)

• Predict movie success in first few weekends of release– “…it also raises an interesting new question for advertisers and marketing

executives. Can they change the demand for their film, product or service buy directly influencing the rate at which people tweet about it? In other words, can they change the future that tweeters predict?”

Tech Review, http://www.technologyreview.com/blog/arxiv/25000/

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Agenda

1. What makes social media marketing different ?

2. Storytelling, social vocabulary and brand attributes

3. Social listening words and brand monitoring

4. Depth blog analysis and psychological State

5. Marketing and Advertising strategy implications

6. Sustainability and emerging social online services

7. Where do the new jobs come from?

8. New generation of social marketing platforms

9. Social media agency billings

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Social Media Marketing Practice is not Conventional Marketing

“a many-to-many mediated communications model in which

consumers can interact with the medium, firms can provide

content to the medium and, in the most radical departure from

traditional marketing environments, consumers can provide

commercially oriented content to the medium.”

Hoffman & Novak, 1997

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…Blogs are like conversations with friends. You share what you feel and what excites you about certain things. It's almost as good as being there. The fact that others can Google your topic and read is like tuning into a television station.

We all want to know what's out there. Who's doing what, shopping where and what products help others. Blogs are just another way to share all the great things, not so great things and just a part of who we are. An outlet if you will. The blogisphere community is all connect and we make contacts in many ways. Through posts, through twitter conversations, through smaller nit community's, live web casts, and through conferences that we met in person. We make many friends and help each other with lot of topics. Many of us are Mom bloggers who stay at home and have no way of making new friends or communicating with others until we found blogging. Blogging creates friendships and that's what makes us real and connected.

40 year old Mom blogger “nightowlmama” (#260)

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Theory and Research on Consumers’ Reports of Interactions with Brands and Experiencing Primal Forces, Suresh Sood, 2010

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Storytelling, Social Vocabulary and Brand Attributes

• Brands (concepts) and Spreading Activation Model (Collins & Loftus 1975)

• In social, the brand attributes are what others write and retell in stories and conversations to existing customers and future prospects

• What vocabulary do others use to describe your business in stories or

conversations?

• What do others discuss about your skills and knowledge (Vargo and Lusch) ? • Tools for vocabulary development

– Google Insights for Search – Wordnet Lexical Database ((wordnet.princeton.edu/)– Hashtags– Alexa (competitive and best practice view)– Online/offline conversations– NodeXL

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Canada

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LVMH

Flickr Tags

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Social Listening Word/Vocabulary ListBaby Goods

• Tommee Tippee

• Baby soothers

• Baby dummies

• Comforters babies

• Baby bowls• Baby spoons• Baby bath

toys• Baby nail

clippers• Happy baby• Avent• Mam baby• Nuby• Heinz baby• Philips avent• Tommee

tippee Australia

• Parenting• Infant

feeding• Comforters• Happy baby

dummies• Discovera• Explora• Breast

feeding• Breast

pumps• Sippy cups• Electric

breast pump• Teethers• Baby

monitors• Baby bottles

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First Step Monitoring [Brand] Conversations & Tips• Starting point is vocabulary /key words for listening • Social Media Dashboard

– All social media sources relating to brand– Comprehensive Google Alerts– RSS technologies– Mashups (e.g. YouTube, Flickr, Twitter, Nielsen, Google )

• Weak Signals– Twitter early warning in advance of blogging– Use Twitter Search to follow hashtags and keywords in Twitter streams

• Rapid deployment dashboards

– Google feed reader with relevant blogs and new feeds– Netvibes– Addictomatic– Googlespreadsheet– Paper Li

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Potential Listening Sources for Dashboard

http://rss.quoka.de/newestads.php

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Analysis of Unstructured Text and Mental Characteristics

• Tag Clouds– Wordle– Tagexdo– Tagcrowd

• Linguistic Inquiry and Word Count (LIWC) originally developed at the University of Texas at Austin and the Auckland Medical School in New Zealand.

• Analyze words (www.analyzewords.com/) use the analysis dimensions:

– Emotional• Sociable • Depressed • Happy • Anger• Worried

– Social• Plugged-in • Personable • Arrogant • Spacey

– Cognitive

• Analytic • Sensory • In-the-moment

• TweetPsych (tweetpsych.com) uses both LIWC and RID (Regressive Imagery Dictionary)

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Brand Equity - Conversational

• Conversation Gap (Rubel 2005)– Brand share of the online conversation– Gap between the total number of conversations about a category

and the proportion which mention the brand operating in the category

• Equities of a Brand (Stein 2006)– Topics being mentioned in conversations about a brand with

equity share corresponding to the frequency at which each topic is mentioned

See pp 115-116 Cook, N 2008. Enterprise 2.0 Hampshire,England: Gower Publishing

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Conversation Gap & Equity Share (Blog Pulse)

99,181,005 blogs @ 18 December, 2008

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151,048,780 @ 24 November, 2010

151,048,780 @ 24 November, 2010 126,870,000 @ 8 June 2010

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How Social Media Supports the Myth of Paris

Lamps, Eiffel Tower,france, night, street, notredame, bw, church, architecture, toureiffel, city, cathedral,louvre, museum

Casablanca“We'll Always Have Paris”

City of love , city of lights, landmarks , museums & galleries, Cafés, coffee, conversations, friendship, artists, lovers, philosophers

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Tag Cloud of Paige’s Story About Travel to Paris

Created from Daniel Steinbock’s TagCrowd under Creative Commons ©

2020

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Iconic Sites & Scenes from Paris Blog• Eiffel tour night show• The Marais• Notre Dame• L'Arc de Triomphe - 248 steps up and 248 steps down...• Champs Elysee• Jacquemart Museum• Louvre Lite• Musee D'Orsay• Les Invalides, Napoleon's Tomb and the Napoleon Museum• Sacre Coeur• Monmartre• Rodin Museum• Pompidou Museum• Train to Vernon, bike to Giverny with Fat Tire Bike Tours

www.fattirebiketoursparis.com/

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1.Gayle

3. Paris

2. Paige

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4.”The occasion was my cousin Paige’s 16th”

5. “I am a Canadian and get by in French.”

6. "All I can say is WOW! We rented a 2 bedroom, 1 ½ bath apartment (two showers), "Merlot" from ParisPerfect http://www.parisperfect.com/ and boy was it ever perfect! "

7. “We had a full view of the Eiffel from our charming little terrace. ....We were within walking distance to two metro stops (Pont d'Alma or Ecole Militaire) "

8. "We were walkable to many good bistros, cafes and bakeries and only a few blocks from the wonderful market street Rue Cler."

9. "I bought a Paris Pratique pocket-sized book at a Metro station. This handy guide has detailed maps of each arrondisement, as well as the metro lines, the bus lines, the RER and the SCNF (trains). I'll never be without this again."

10."Six months before our trip, I gave Paige a couple of good guide books on Paris and suggested she let me know what her interests were since after all, this was to be her trip."

11.Sites•The Marais•Notre Dame•L'Arc de Triomphe - 248 steps up and 248 steps down...•Champs Elysee•Jacquemart Museum•Louvre Lite•Musee D'Orsay•Les Invalides, Napoleon's Tomb and the Napoleon Museum•Sacre Coeur•Monmartre•Rodin Museum•Pompidou Museum•Train to Vernon, bike to Giverny with Fat Tire Bike Tours•http://www.fattirebiketoursparis.com/•Eiffel Tower

Elaboration of Trip to Paris Blog Story (Means-End & Heider)Woodside,Sood & Miller 2008 When Consumers and Brands Talk Psychology & Marketing

12. Unforgettable Memories"This trip had so many memories, but here are a few choice highlights........On our very first night, knowing that the Eiffel Tower light show started at 10:00 p.m.... she [Paige] dropped her camera…down 6 flights…we were stunned…SpanishFamily below standing below [with pieces of the camera]”

15." Michael Osman is an American artists living in Paris.""He supplements his income by being a tour guide." I" found out about him on Fodors""So I engaged Michael for two days."

16. "On our trip to Giverny, we met a young woman from Brisbane, Australia who was traveling on her own and we invited her to join us. Three of us enjoyed delicious and innovative soufflés, while Paige had the rack of lamb. We shared two dessert soufflés, one chocolate and the other cherry/almond. Yum"

17. "I wanted Paige to get a feel for shopping experiences that

she would not have at home (aka the ubiquitous mall). "

18."We went on Fat Tire's day trip to Monet's gardens and house in Giverny, about an hour outside Paris."

13."The father stretched out his cupped hands which held all of the pieces they were able to recover, including the memory stick and he very solemnly said, "El muerto...".

14. "They had decide to come to Paris to find the Harley Davidson store so they could buy Harley Paris t-shirts."

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19....."I know Paige will treasure the memory of this girl's trip for many

years to come."

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Linguistic Inquiry and Word Count (LIWC)Text Analysis : The Psychological Power of Words

LWIC dimension “I love Paris”Paige’s Story

Personal texts Formal texts

Self-references (I, me, my)

6.12 11.4 4.2

Social words 10.55 9.5 8.0Positive emotions 3.04 2.7 2.6Negative emotions 0.54 2.6 1.6Overall cognitive words 4.12 7.8 5.4Articles (a, an, the) 7.74 5.0 7.2Big words (> 6 letters) 18.40 13.1 19.6

Pennebaker, J. W., Francis ME, Booth RJ. (2001). Linguistic Inquiry and Word Count (LIWC): LIWC2001. Mahwah: Lawrence Erlbaum Associates.

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Social Gesture

• @• Block• Bookmark• Check-in (Foursquare)• Comments• #tags• (Un)Follow

• Like (Facebook)• Share• Pokes• Retweet• Reblog• Status update• (Un)Subscribe

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Marketing & Advertising Strategy Implications from Story of Paige

• Story told in natural city setting • Assume Paris = brand• Brand is supporting actor enabling Gayle to achieve her goals of:

– showing Paris to Paige (conscious) and – help Paige coming of age (unconscious)

• Builds favorable consumer brand relationship: – best friendship (Fournier 1998)

• Show someone Paris: – Share experience,teacher-student,”fairy-godmother” or be the tourist guide

• Use social relationships to sell cities• Interpersonal relationships (people travel with people) • Near conversational interaction with brand:

– story is called “I love Paris”

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Purpose Motive Linux-Apache-Wikipedia

Drive #1: Eat when we’re hungry. Drink when we’re thirsty. Etc.

Drive #2: Respond to rewards and punishments in our environment.

Drive #3: We do things because they’re interesting and because they’re engaging and because they’re the right things to do and because they contribute to the world. (!!!)

“Our Third Drive, intrinsic motivation, is the most powerful.”

Drive: The Surprising Truth About What Motivates Us, Daniel Pink, Riverhead 2009

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The largest funding platform for creative projects in the world

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Fulfills customer requirements through listening and responding to needs

Focus on launching and growing the community through:Inviting creators and influencers to become early members Create evangelists through providing exclusive access to new information and have them provide early feedback for future initiatives

Start community with conversations and encourage the sharing of stories of problems, overcoming issues and successes Ensure community readily finds assets in popular social media Accelerate community adoption through marketing efforts inclusive of direct emails, responding to social postings

Makes explicit requests for likes and comments

Community Manager

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TwentyFeet – Aggregation of Social Stats

– Reputation indicators– Conversations – Following analysis– Lists – More details

– User's friends or Page's fans – User's conversations

– Key Performance Indicators– Videos and Subscribers– Ratings– Viewers – Gender– Viewers – Age– Viewers – Location

– Key Performance Indicators– Referrers– Targets

– Google Analytics dashboard

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Evolution of Social Media Agency Billings : Annual BudgetWARC, December 2010

Type of Agency Early stage Mainstream Advanced

Traditional $51K $87K

Social Shop $162K $238K

Small Agency $96K

Benchmark** $68K $1M $1.4M

** Altimeter Group

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“…the next generation of ecommerce: integrated experiences that leverage the store, the web, and mobile, with social identity being the glue. We are at an inflection point in the development of retailing. Social media and the mobile phone will have as profound an effect on the trajectory of retail in the early years of the 21st century as did the development of highways in the early part of the 20th century…” Anand Rajaraman(Co-Founder @Walmart Labs), May 3 , 2011, http://anand.typepad.com/datawocky/

The Opportunity of Social Commerce