Social Media Strategies With an Edu Angle - Social3i Consulting - April 2011

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www.social3i.com || Seattle Washington

Developing Social Media Strategies and Programs (with an Education Angle)

April 13, 2011Andy Boyer, Becky Sparks Parker

http://social3i.blogspot.com/


http://www.social3i.com/


social3i Proprietary and Confidential 2

About Us

• Social3i is a small but nimble marketing services consultancy • 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 social commerce and 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.

• Join us:

• [email protected] | [email protected]

• www.Social3i.com | Twitter: @social3i

• Lots of Good links: www.Delicious.com/social3i

Intelligence & Insight

Ideation & Planning

Influencer Marketing

Social Marketing Program

Development

Social Competency

Training

mailto:[email protected]



http://www.delicious.com/social3i


Agenda

9:30 Section 1: Social Media 101• Why are We Here?• Channel Overviews and Descriptions

Section 2: Case Studies and Best Practices• Case Studies – Private, Public, Education

12:15 Lunch

12:45 Section 3 Building Your Social Media Program• Framework for Developing Social Media Strategy (ABCDE’S) of Social

Media (Audience, Budget, Content, Development, Engagement)

• Hands on Instruction on Channel Development• Social Media Community Management Training• Tools and Technologies• Social Media Policy Examples• Monitoring on Social Media Monitoring Tools• Further Resources

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Section 1: SOCIAL MEDIA 101





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Why Are We Here?






Video: Social Media Overview

http://www.youtube.com/watch?v=lFZ0z5Fm-Ng


The Face of the New Internet is Social

Facebook has passed Google & Yahoo in # of Visits Per Month

Jan 2010 Jan 2011


Now News Travels 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 front page until 4:00 pm


We all know this guy


But some people think it’s just for kids and parties


However, there are a lot of reputable campaigns


You can even customize news delivery


And ~30% of users are over 35

40% of internet users between 30 and 49 years of age use social media every day

Fastest growing

demographic!


Even parents and teachers are embracing it

Nearly half (48%) of parents add their children as friends on Facebook or instant messaging.

http://www.edmodo.com/


Some parents make it more than a hobby


In fact, we even work for an assisted living community


The Social Web is influencing customer decisions

77% of all internet users participate in social networking sites

Viewing on social sites has surpassed personal email usage

70% of consumers trust opinions, posted online, by other online consumers

51% of consumers use the Internet even before making a purchase in shops

High school students use social media tools such as YouTube Edu to help decide which colleges to apply for & which to attend

Data: Nielsen Research / Comscore Media Metrix 2009

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Social Media Channels – An Overview






Quiz Time: Basic Logos We Need to Know

Facebook Twitter YouTube LinkedIn Wordpress

Blogger Wikipedia Foursquare MySpace Flickr

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The HeavyweightsFacebook, YouTube, Twitter, LinkedIn






The Social Media Heavyhitters

In August 2010, U.S. web users spent about 41.1 million minutes on Facebook, which represents ~10% of their entire web-surfing time that month.

Youtube.com increased the average minutes per viewer over the past year by 20%, with viewers watching nearly 4.5 hours of video in August 2010.

Users spent 2 hours and 12 minutes on Twitter.com each month in November 2010, an increase of 20% from 2009.

LinkedIn grew its visits by only 2% in 2010, but its unique visitors grew by 8.2%, highlighting that users are spending more time on the professional networking site.


Facebook connects friends, people who share similar interests

http://www.facebook.com/home.php?


Questions: 1) What kind of businesses use

Facebook for connecting with their audience?

2) What kinds of things can you do on a Facebook page?


Small Business – The Metropolitan Grill


Big Business: Oreo


Major Soft Drinks - Red Bull


Startups - Golazo


Education - University of Washington


Seattle University


Education - Seattle University


YouTube Where users upload, share & watch videos for free


YouTube Content cycles

• A video on YouTube gets 50% of its views in the first 6 days it is on the site, according to data from analytics firm TubeMogul.

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

• 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 views

http://www.businessinsider.com/chart-of-the-day-the-lifecycle-of-a-youtube-video-2010-5#ixzz0vSdScBK1

http://tubemogul.com/




Classic Campaign – Old Spice

http://www.youtube.com/oldspice


Classic Campaign - Blendtec

http://www.youtube.com/user/Blendtec


But it’s also used for education

http://www.youtube.com/user/CourseSites


The Khan Academy

http://www.youtube.com/user/khanacademy


Ted Conferences

http://www.youtube.com/watch?v=iG9CE55wbtY


Fun with Video – Coca Cola Happiness Machine

http://adland.tv/commercials/coke-coca-cola-happiness-machine-2010-200-usa


Fun with Video - The VW Fun Theory

http://thefuntheory.com/


Twitter - 140 characters of fun


The mainstream has adopted Twitter


And it is being used here in Olympia


And your boss’ boss’ boss is even using it


Some teens and young people socialize & learn on Twitter as well


So, who does the Governor follow?


Best Practice - Comcast Cares


How does Education leverage Twitter


Teachers are pulling Twitter into the classroom

Erica Robles, an assistant professor of media and communication at New York University discovered that when students were asked to answer questions using Twitter, they felt less pressure, even if the answer was incorrect.

“Social media allows teachers to manage social anxiety and create a safe learning environment where everybody learns.”

Dr. Monica Rankin, a Professor of History at the University of Texas uses Twitter to engage more of her 90+ students into the classroom discussion.

http://twitterforteachers.wetpaint.com/page/Twitter+in+the+Classroom


LinkedIn helps organizations and professionals make new contacts and keep in touch


LinkedIn Maps


LinkedIn Signal


Education industry professionals connect on LinkedIn


Integrated Plan: Starbucks


Case Study #Fail or #Win? - Skittles



April 12, 2023


Case Study: Building a Community

Launched in August 2007, The Viewspaper has quickly emerged to become India’s largest youth paper.

Based on the citizen journalist format, the organization has grown to a network of 5 sites with a UK edition and verticals in ads, careers, health and pet care.

The Viewspaper network receives 1.5 million visitors a month around 4,000 people have contributed to it.

http://theviewspaper.net/


Case Study: Viewspaper – How they did it

Objective: get more and more young people to share their views and to express themselves.

A startup with limited funds for marketing, they used a combination of people on the street and social media to gain a following. Using all volunteers, they started with extensive poster campaigns in schools and colleges and conducted presentations at various educational institutions across the country. They used email campaignstargeted at college students and created a Facebook page and FB advertising with a clear call to action.

http://www.facebook.com/viewspaper


Case Study: Viewspaper – Progress

When they launched on day 1 they had 0 writers. By using social media and their volunteers, they got 30 writers in the 1st month and 700 by the end of the first year. It grew more rapidly from there…..

Day 1 Month 1 Year 1 Year 3

# of Contributors/ Writers


Case Study: Viewspaper – It doesn’t end there

Viewspaper built a community of intelligent and thoughtful young people on limited budgets. Their objective was not just to get another Facebook fan or a Twitter follower. Instead they focus on bringing in people who are committed and willing to put in their time and effort.

They have cultivated their community by engaging with them through their online and offline engagement and recognition programs.

Now, the average number of contributions per person to the Viewspaper is 5 which means that a person is spending at least 10 hours of his or her time in writing articles, a testament to the kind of committed and loyal community they have been able to build.


Mobile: WSDOT uses mobile app to help drivers plan their routes


Mobile: ACE reaches high school students where they are – on their phones

ACE needs ur help to win $250,000 this July! 10 secs, VOTE daily: http://lil.ms/lu/8sn3c - txt bck JULY 2 to get reminders + access to prizes!

People helping people. It’s a powerful thing. Help ACE win Clif Bar gear by logging 4 bike miles 4 the BLUE team! http://2milechallenge.com/ to get rolling!

http://lil.ms/lu/8sn3c

http://2milechallenge.com/


And We Still Haven’t REALLY Gotten To….

iPadsAppsFlickr YelpBiznikPodcastsUstreamGroupon / Living SocialDigg / RedditEtc……

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Section 3: Building Your Social Marketing Strategy and Program






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

http://www.womma.org/


Section Agenda – The ABCDE’s of Social Media

Audience Identification

Building Channels

Content Creation

Distribution (Time, Roles, Work)

Engagement


Audience Identification


Audience Identification:Sample Persona

JennyAge: 13-18Hobbies: Music, Hanging out with friendsWhere she gets Info: Facebook

Jenny lives on Facebook, and on music sites like Pandora, Grooveshark, Mog and SpotifyShe wants to be the first of her friends to share new music and concert information. She is influenced by other trend setters, and followed by many people who look to her for pop culture stories.


Audience Identification:Sample Persona

SteveAge: 25-34Hobbies: Technology, Workaholic Where he gets Info: Smartphone Apps, Mobile Web

Steve is on the go. You can update your website all you want, but he’ll never see it unless someone sends it ot him via Twitter.Steve can’t be reached via radio, print or direct mail. He listens to XM when his iPod isn’t plugged into his car stereo playing podcasts he downloaded.When Steve isn’t working, he is working out and exercising, buying healthy foods, and attending networking events.


Audience Identification:Goal Setting

Ignore

Interest

Interact

Integrate

Influence

Develop marketing and business plans without benefit of any data or insights generated on the social web about you or competitors

Basic benchmarking, auditing and listening to conversation about your brand, customers & products

Enagaging with fans, followers, press, analysts and critics

Melding social into your overall marketing program

The Long Term Goal: Giving customers a say in developing, supporting and evangelizing your brand


Audience Identification:Finding Influencers


Building Channels

Be organized

Build well narrowly, then expand

Know why you are building the channel

Share work

Allow constiuents to take part


Building Channels Step 1:Set up a dedicated email address


Building Channels (The Brian Solis Flower)


Marketing Awareness Lifecycle

Social Media Works With Your Existing Marketing Connecting Traditional Customer Touchpoints

Maximizing an ad campaign by extending the content to channels not covered by paid media

Crowdsourcing information to improve programs and services

Searching for external opportunities to service customer related issues,

Product / Service

Development

Customer Support

Outbound PR / Advertising


Are we Building Channels for SEO?


Commonly Used Social Toolshttp://www.slideshare.net/soravjain/social-media-marketing-facts?from=ss_embed


Building Channels - Facebook Page Tutorial

Profiles• Real People• Move around and Interact with other people OR Pages• ONE Profile per person• ONE Administrator• Can have customized URL

Pages• Stay still and have people come interact with them• Can add features and tabs such as Twitter, YouTube, Flickr, etc….• Can create as many Pages as you’d like• Can share Administration• Can Have customized URL


Create A PageStart at http://www.facebook.com/pages/manage/

http://www.facebook.com/pages/manage/

http://www.facebook.com/pages/manage/


Create A Page


Create a Page


Twitter – Building a Profile


Twitter – Set up


Profile


Design


Starting Up


Finding Follows


Following who you follow follows


Using Lists


Using #Hashtags


Build your own Twitter Background in Powerpoint

1. Adjust Page Setup for 20x12.5 Landscape

2. Design your slide3. Save the slide as

a .PNG File4. Upload the .PNG to

Twitter5. Tweak it until the

layour is right


Twitter Tool: Paper.li

http://paper.li/GEARUPWA

http://paper.li/GEARUPWA


www.twilert.com


Twitter Counter


YouTube Channel Set-Up


YouTube NonProfit Requirements• Organizations applying for the Nonprofit program must meet the

following criteria.• U.S. organizations must have current 501(c)(3) status, as assigned

by the Internal Revenue Service, to be considered for the YouTube Non-profit Program

• If you're an educational institution, you should apply for the YouTube EDU program.

• The following organizations are not eligible for the YouTube Nonprofit Program:

• Programs requiring membership and/or providing benefit solely to members, such as clubs, sports teams, alumni, networking and other membership organizations.

• Religious content or proselytizing on website as well as organizations that use religion or sexual orientation as factor in hiring or populations served

• Groups serving a primarily political function such as lobbying, think tanks and special interests

• Commercial organizations, credit-counseling services, donation middleman services, fee-based organizations, universities, and nonprofit portals

• Google reserves the right to award or deny the application of any organization. Selections are made at Google's sole discretion, and decisions regarding award recipients are final. For full guidelines, please see the Google for Nonprofits site.

https://spreadsheets.google.com/a/google.com/viewform?hl=en&formkey=cDN6Y056M1VsNHAyOXc2Unp6QUJCU0E6MA

http://www.google.com/nonprofits


Which Blog Platform is For You?

Wordpress

Blogger

Tumblr

Posterous


Content Creation Tools

Organization• Editorial Calendar

Text

Photos• Photo Apps• Slideshows

MultiMedia• Video Production• Animation Tools• Podcasts


Sample Editorial CalendarEditorial Calendar

Date Offline

EventRetail Group Aggregated

Content on Web Site

Blog Facebook (In addition to

general discussion)

Twitter (In addition to replies and discussion)

YouTube Foursquare

Sun 1/10 Mon 1/11 Tues 1/12 Wed 1/13 Thurs 1/14 Fri 1/15 Sat 1/16 Sun 1/17 Mon 1/18 Tues 1/19 Wed 1/20 Thurs 1/21 Fri 1/22 Sat 1/23 Sun 1/24 Mon 1/25 Tues 1/26 Wed 1/27 Thurs 1/28


Url Shorteners – Bit.ly (Goo.gl , ow.ly , etc…)


Photo Apps

Instagram

100 Cameras in 1


Flickr Slideshows


Video Slideshows - Animoto

http://animoto.com/play/yoxTJ1XQPpAsNrIpAHijag?utm_source=merrillgardens.com&utm_medium=player&utm_campaign=player

http://animoto.com/play/yoxTJ1XQPpAsNrIpAHijag?utm_source=merrillgardens.com&utm_medium=player&utm_campaign=player


Video Production - Stupeflix

http://www.youtube.com/watch?v=XVfkyplkA00

http://www.youtube.com/watch?v=XVfkyplkA00


Distribution

Time

Budget

Roles and Responsibilities

Syndication Tools


Social Media Marketing - Time Commitshttp://www.slideshare.net/soravjain/social-media-marketing-facts?from=ss_embed


Determining Level of Effort/Time/Money


Analysis: What to Measure


Twitter Tools – TweetDeck


Twitter Tools – CoTweet


www.seesmic.com


hootsuite


Hootsuite


Syndicating Video - Tube Mogul

• Allows one upload to launch to the majority of the video sharing sites simultaneously.

• Keeps stats on each of your channels that allows you to measure historically.

• Limited plans are free and then paid plans offer increased reporting and site upload options.

• http://www.tubemogul.com

http://www.tubemogul.com/


Engagement

Listen (via Google Alerts)

Be Consistent

Share Responsibility

Participate, don’t Dictate

Respect Negative Comments

Promote Others


Best Practices Documents

Tip #1. Recruit multiple bloggersEffective 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 postingMaintaining a consistent schedule is essential to a successful blogging strategy. Get the CEO on board.Tip #3. Share metrics and reward successRun 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

Best Practices for Company Blogging


Backup / Archive

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More Tools and Toys






iPad Apps

http://ipad.cuetoyou.net/events/2011-02-25/ipad-apps





Flavors.me


About.me


DandyID


Don’t Forget Your Measurement Tools


Feed

back

Radian6 – Best for the Enterprise

Pros: Largest company reviewed by Forrester. • Easy to use widget based dashboards• Real-time data can be configured to

listen and respond to UGC posts as they happen.

• Tracks established social media KPI’s (volume, engagement and sentiment) with automated workflow tools to turn this data into action.

• Allows multiple users to immediately engage with important conversions via the engagement dashboard.

Cons: Data quality has some serious issues. • Spam hygiene requires significant

time investment by the tool operator

• Scoring of sentiment in twitter has known defects* that have yet to be addressed in the latest version of this tool

• Volume based pricing can make this tool expensive for novice users.


Feed

back

Alterian – Best for Midsized Companies

Pros: One of the largest data sets among all tools, and a dashboard built for Analysts. • Data warehouse has nearly 4

Billion conversations indexed as far back as 2004

• Dashboard built for analysts to do both qualitative and quantitative analysis.

• Customizable sentiment dictionary allows for the most accurate sentiment tracking of all NLP based tracking tools.

• Email reporting capabilities are good.

Cons: Data latency concerns and workflow tools require custom configuration to be impactful.• Volume based pricing can make this

tool expensive for novice users.• Workflow tools are complicated

to configure • Customer support services are slow

to respond.


Feed

back

Lithium – Good for Small Companies

Pros: Decent coverage at a reasonable cost• Dashboard collects data in

real time.• Excellent video capture

data• Email reporting capabilities

are good.• Flat fee pricing for unlimited

search results.

Cons: Workflow tools are not powerful enough for engagement• Facebook data coming

soon• Twitter data is incomplete


Feed

back

Viral Heat – Good for Start-ups

Pros: Low price/ decent service• Uses data aggregators to do a

better job than google alerts• Dashboard built for

quantitative analysis.• Email reporting capabilities

are good.• Pricing as low as

$9.99/month

Cons: Data latency concerns and workflow tools require custom configuration to be impactful.• Can’t go back in time• Workflow does not

empower engagement• Customer support services

are slow to respond.

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Contact Info






social3i Management Bios

Andy BoyerIntegrated Marketing Strategy & Planning

As Co-Founder of social3i, Andy develops holistic social media programs that are integrated into overall marketing efforts. He 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.

Twitter: @aboyerLinkedin: Add Andy to your networkE-mail: [email protected]

Xavier JimenezIntegrated 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: @xjimenez Linkedin: Add Xavier to your networkE-mail: [email protected]

Colin LamontIntegrated Marketing & Mobile Campaigns

Colin Lamont has 15 years direct marketing, e-commerce, and product management experience in helping build and grow consumer products and services. Most recently, he was the Vice President of Marketing at GotVoice, an Ignition Partners funded mobile solutions company that was successfully sold. An expert of integrated marketing, Colin leverages social media outreach to support direct marketing, branding, PR, speaking engagements and events to cost-effectively grow companies. Previously, Colin worked at RealNetworks, starting in 1995, & culminating as Director of Consumer Marketing for the RealGames and GameHouse divisions in 2006.

Twitter: @social3iLinkedin: Add Colin to your networkE-mail: [email protected]

http://twitter.com/aboyer

http://twitter.com/aboyer

http://www.linkedin.com/in/aboyer

http://www.linkedin.com/in/aboyer


http://twitter.com/xjimenez


http://www.linkedin.com/in/xavracesboston2007

http://www.linkedin.com/in/xavracesboston2007



http://www.linkedin.com/profile/view?id=3216621






Thank You

Web: http://www.social3i.comBlog: http://social3i.blogspot.comTwitter: @social3i



http://twitter.com/social3i

Social Media Strategies With an Edu Angle - Social3i Consulting - April 2011

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