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Social networks, social media, and authentic customer engagement. MARK 430 WEEK 5. Social media, user-generated content and the “new web”. Web 1.0 The web as publishing medium Revolutionary, but still predominantly one-way / asymmetrical Focus on the web site (pull)

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social media user generated content and the new web
Social media, user-generated content and the “new web”
  • Web 1.0
    • The web as publishing medium
    • Revolutionary, but still predominantly one-way / asymmetrical
    • Focus on the web site (pull)
  • Web 2.0 – the classic viral video by Mike Wesch from 2007 (11.5 million views)
    • The participative web
    • Publishing tools in the hands of users – communication now 2-way
    • User-generated content
    • The web is “us”
    • Focus on the user/participant (push)
  • “Social” media timeline (1969 – 2013)
social media is at the core of web 2 0
“Social” media is at the core of Web 2.0
  • “The online tools and platforms that people use to share opinions, insights, experiences and perspectives with each other.”

Catherine Seda

  • Includes
    • Social networking sites (many types)
    • Blogs and microblogs
    • Wikis
    • Podcasts and vodcasts
    • Forums
    • UGC of all kinds
key concept the network effect
Key concept: the network effect
  • The network effect – what does it mean?
  • Related concept: “walled garden”

Image Source: Wikipedia

key concept the social graph
Key concept: The social graph
  • Social graph defined: "the global mapping of everybody and how they're related“ (Brad Fitzpatrick) Think: “six degrees of separation)

Data visualizations of your social graph are available from LinkedIn and Facebook

marketing using social networking sites still experimenting
Marketing using social networking sites: still experimenting
  • We are in an “attention economy”
    • People’s attention is the scarce resource today
  • Marketers should go where the people are, not expect the people to come to them
    • Behavioural and contextual advertising
    • Brand presence eg. Facebook, Twitter, Google +
    • Viral marketing – spreading memes
    • Earning trust – by using an “authentic voice”
    • Generating traffic / interest
    • Enhancing reputation
    • Customer support
common pitfalls of using social media
Common pitfalls of using social media
  • Firms need to follow consumers across different networks to create consistent and persistent messaging
  • Needs a structured approach with formal training and planning – don’t give your twitter feed to your intern
  • It might be difficult to control
    • Serious backlash is possible eg. #McDStories on twitter
  • Content offered freely in social media should be of genuine value to others in the community
      • Eg. Answering questions in forums, or in professional spaces without overt “marketing”
  • Get to know the community first – think about your “profile” and reputation
problems with getting engagement
Problems with getting engagement
  • Social network fatigue
    • Too many friends? Seth Godin on the subject
    • See also: Dunbar’s number (which is around 150)
  • Too many sites: People are tired of registering with new sites and re-declaring their friends
  • Privacy concerns and the merging of the public and private spheres
    • Is privacy dead? (as Mark Zuckerbergsays)
are we in the era of real time marketing
Are we in the era of real time marketing?
  • Is synchronous communication now more important than asynchronous communication?
  • David Liu, an executive at AOL, calls it replacing the email in-box with "a river that continues to flow as you dip into it.”
  • What are the advantages and disadvantages for marketers?
so how do we measure success in real time social media
So how do we measure success in real-time social media?
  • Social Listening
    • Set up alerts and searches for mentions of your brand and competitor’s brands and analyze for “voice and reach”
    • Sentiment analysis
  • Social Measuring (next week’s focus)
    • Set goals and KPIs
    • What kind of metrics might you use?
    • What do they actually indicate?
don t be caught by surprise
Don’t be caught by surprise...
  • The story of the 9 year old and her food blog (first 1.5 minutes of Clay Shirky at TED 2012)
  • “This brings up the question what made them think they could get away with something like that?” (Clay Shirky)
  • They obviously hadn’t realized that they had to listen.....
what is social listening
What is “social listening”
  • “..using technology to assemble a collection of keyword-based searches online that help you locate mentions and instances of those keywords on the web”
  • Mentions of:
    • Your brand / product / service / organization
    • The competition
    • Industry discussion

The Now Revolution. Baer & Naslund. Wiley. 2011

passive versus active listening
Passive versus active listening
  • Passive listening is a diagnostic exercise, an ear-to-the-ground
    • Are people talking?
    • What are they saying?
    • Where are they saying it?
  • Active listening includes that constant monitoring but also includes response and engagement

The Now Revolution. Baer & Naslund. Wiley. 2011

how does social listening impact a business
How does social listening impact a business?
  • Sales – listening for expressed need (people often ask for recommendations on social media, so offer information and assistance).
  • Marketing & PR – listening helps you learn the language of your customers
  • Customer service – if you are listening you can respond fast (and via the medium where your customers are)
  • Research and development – the “wish they had” search

The Now Revolution. Baer & Naslund. Wiley. 2011

listening models
Listening models

Level 3

Level 2

Level 1

The Now Revolution. Baer & Naslund. Wiley. 2011

software tools for listening
Software tools for listening
  • As needed alerts – the simplest way
  • Free social media monitoring software
  • Paid social media monitoring software

The Now Revolution. Baer & Naslund. Wiley. 2011

as needed alerts
As-needed alerts
  • For use when brand / name / product mentions are relatively rare
  • Set up Google Alerts to create a “push” notification whenever your keywords are mentioned (automatically emailed to you)
  • Free service
  • As many alerts as you like
  • You need to be careful about crafting your alert (either too little or too few results) – so be really specific
  • Not real-time – delay between mention and alert can be as long as 24 hours
  • Alerts arrive individually, so harder to analyze

The Now Revolution. Baer & Naslund. Wiley. 2011

free social media monitoring software
Free social media monitoring software
  • There are quite a few to choose from, and you will probably need to use more than one to get good coverage
  • Hootsuite (free and paid versions) http://blog.hootsuite.com/social-listening-hsu-videos-2/
  • SocialMention
  • Twitter search
  • Addictomatic
  • BoardTracker (focus on forums)
  • IceRocket (social specific search engine)

The Now Revolution. Baer & Naslund. Wiley. 2011

paid social media monitoring software
Paid social media monitoring software
  • Fully featured dashboards, analytics, reports (aimed at the enterprise / large organizations)
  • Can be used by teams / multiple clients
  • Integrated with other metrics from across all marketing channels (eg. Web analytics, advertising metrics, etc)
  • Examples:
    • Salesforce Marketing Cloud / Radian 6 (demos – registration needed)
    • SLD Social Intelligence Solutions (was Alterian)
    • Hootsuite Pro
    • WebTrends

The Now Revolution. Baer & Naslund. Wiley. 2011

how a brand responded after listening in to a competitor on twitter
How a brand responded after listening in to a competitor on twitter
  • Do you agree with Jay Baer that T-Mobile crossed the line between aggressive and obnoxious?
  • 4 ways this big brand blew it on twitter
dilemmas relating to social media
Dilemmas relating to social media
  • Your brand is getting a lot of very negative comments on its Facebook page
    • Some are in very strong and derogatory language
    • Some use “hate” language (eg. racial, ethnic, or gender slurs) to make personal attacks on key staff members by name
    • Some use four-letter swear words
    • Some are just simply bad-mouthing your brand in a way that involves false information
  • Should you delete them?
managing negative comments in social media
Managing negative comments in social media
  • To delete or not to delete? Should brands censor comments?
  • Deletion of online critiques draws censorship cries
  • Drawing the line between negative and unacceptable comments
  • Managing the public relations aspect of having a blog
    • Particularly challenging for a public agency
    • US Air Force Blog Assessment Flowchart (don’t feed the trolls..)
  • The Retail Consumer Report (RightNow): Bring back unhappy customers via social medai