Social Media Marketing Practice –A Teaser

suresh.sood@uts.edu.au

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/virtual-teaser 1

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. New way of marketing using social networking analysis

6. Launching a social network service

7. Sustainability and emerging services

8. Community Manager

9. New generation of social platforms -aggregation of social stats

10. The opportunity of social commerce

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

3

1:1 Marketing

ShotgunMarketing

Segment Marketing

‘All Customers the same’

‘All Customers in a segment

the same’

‘All Customersin a network interrelated’

A New Way of Marketing ?

Social Network Marketing

‘All Customers are different’

4

Key Network Measures

• Degree Centrality• Betweenness Centrality• Closeness Centrality• Eigenvector Centrality

krackkite.##h (modified labels)

Connector(hub)

Diana’sClique

Broker

Boundary spanners

Contractor ? Vendor

6

…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)

Sharing Stories

What happens when you tell stories? Two magical things: You build trust with other people in your network, and from there you build empathy…is when you share the emotions that other people have and express. It’s a powerful, deeply primal experience.

ShareThis! Deanna Zandt, Berrett-Koehler Publishers, 2010

10

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

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

convresations?• 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

Canada

13

LVMH

14

“United Breaks Guitars” 10,177,221

Susan Boyle62,169,017

Old Spice The Man Your Man

Could Smell Like30,796,471

Blendtech & Old Spice 700,884

** views current as at 25 March 2011

User generated video reviews and strategic advertising elements

Social Listening Word List- Baby 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

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

18

Potential Listening Sources for Dashboard

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

Tag Cloud of Paige’s Story About Travel to Paris

Created from Daniel Steinbock’s TagCrowd under Creative Commons ©

2020

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/

21

1.Gayle

3. Paris

2. Paige

+

+

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."

+

+

+

+

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

years to come."

22

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 8.0

Positive emotions 3.04 2.7 2.6

Negative emotions 0.54 2.6 1.6

Overall cognitive words 4.12 7.8 5.4

Articles (a, an, the) 7.74 5.0 7.2

Big 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.

23

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)

24

Social Gesture

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

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

25

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”

26

Launching a Social Network Service

1. What is your social object ? Define your vocabulary 2. Mobile 3. Photos, Videos, Latest Activity, Members, and Events4. Keywords for discoverability5. Welcome centre6. FAQs7. Moderation e.g. suspend members, own user moderation8. Kick start with champions/evangelists/passionates9. Latest activity10. Giveaways e.g. book from authors/guest visiting library11. Monitor registrations12. Members/volunteers as moderators13. Link to main web site14. Promote content via email, Twitter & Facebook 15. Share content on Facebook 27

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

The largest funding platform for creative projects in the world

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 of the community 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

31

32

TwentyFeet – Aggregation of Social Stats• Twitter

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

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

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

• bit.ly dashboard

– Key Performance Indicators– Referrers– Targets

• Google Analytics dashboard

“…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