The Massachusetts Technology Leadership Council held an informative seminar at Communispace this morning entitled “Getting Started with Social Media — Lessons from the Front Lines.” I took notes of the comments by the four speakers and pulled out a few highlights to share:
Perry Allison (left), Vice President of Social Marketing Innovation at Eons.com talked about the value of gathering detailed feedback from a small number of people. Referring to a project that Eons conducted with Quaker Oats, she said she was initially concerned that only 80 members of the baby boomer site offered comments. “I thought Quaker wouldn’t be excited about 80 members, because this is a company that advertises on television to millions. But the brand manager was ecstatic because of the feedback and insight they were getting.”
It’s the engagement that gets clients energized, she said. “Advertising currently drives more revenue, but what gets brands most excited is engagement marketing.”
Allison offered a list of common mistakes that companies make in creating online communities: “Overloading people with information, not having a clear concept of the goals, not defining a clear value proposition, using marketing speak, and viewing the destination as a thing rather than a process.” That last point is particularly important. Markers have been taught to treat campaigns as projects with defined beginnings and ends. But customer communities, if well managed, can last for years. The value is in the process, not the deliverable.
A couple of the panelists commented on the dilemma facing mainstream media organizations today as their power is eroded by the influence of new sources.
Pam Johnston (left), Vice President of Member Experience at Gather.com, brought an interesting background to the discussion. She spent more than 15 years in television news before joining Gather, which means she understands the mainstream media mindset. The most disruptive force in social media is its ability to define new trusted sources, she said. “People are looking for a trusted source and it may not be the Boston Globe. It may be your neighbor.
“I can tell you from experience that traditional media don’t want to be a hub,” she said. “They have a top-down mentality: ‘If you want it, you have to come to my site to get it.’”
Dan Kennedy, Assistant Professor at the Northeastern School Of Journalism and author of the Media Nation blog, was even more blunt about the challenges facing mainstream media. “The question of how news organizations are going to monetize anything they’re doing is the question facing the industry right now. The Boston Globe may have the largest audience its’ ever had and it’s losing $1 million a week,” he said.
Brian Halligan, CEO of HubSpot, offered a five-step approach to getting started with social media:
1. Start a blog. It’s a living breathing thing.
2. Create interesting content. If you do that, people will link to you.
3. Publish everywhere: Use Twitter, Facebook, FriendFeed and any other channel you have available.
4. Optimize for search engines. If you’ve got a good pithy title (Top 10 Tips, anyone?), then publicize it. Make it easy for people to post your content right to Twitter, Digg, Facebook and other destinations.
5. Measure it. Look at your traffic, page views, unique visitors, time spent on site. That’s how you know whether your hard work is paying off.
Sound easy? Creating remarkable content isn’t instinctive for everyone. That’s why Gather’s Johnston was dismayed when Burger King backed down last week on its audacious “Whopper Sacrifice” campaign on Facebook. The program got lots of attention for originality, even if its premise – members “unfriended” others in exchange for free hamburgers – was controversial. Burger King yanked the campaign last week over complaints that it was encouraging antisocial behavior.
“It was probably the most successful campaign Facebook has ever done,” she said. “I thought it was funny and memorable. It got people talking and those are important qualities for a memorable campaign.”
On the always popular issue of return on investment, Halligan had this to say: “Most of our customers create a LinkedIn group or Facebook page and see, on average, a 13% month-over-month growth in leads. I’d advise jumping into this. You don’t need venture backing to start a Twitter account. If you’ve got time and energy and something to say, then do it.”
Finally, Halligan got my vote for best quote with this one: “”Marketers are lions looking for elephants in the jungle. But the elephants have all left the jungle and they’re at watering holes out on the savannah. Those watering holes are called Google and Facebook and Twitter and Gather and Eons.”
I’ve recently conducted a couple of online seminars about social media topics. The Q&A sessions at these events are almost always too short to get to the issues that are on people’s minds. So over the next few issues of this newsletter, I’ll run down a few of the best questions I didn’t get to. For a good, free webcast on this topic, check out the recent event sponsored by Listrak.
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Q: What can millennials best teach us about social networking?
A: How to infuse it into everyday life. There’s a myth about millennials that the group is completely tuned in to the use of social media tools. In fact, I find that most young people are active users of Facebook, instant messaging and text messaging, but not much else. They don’t blog, rarely listen to podcasts and don’t use Twitter. What’s more, they don’t have much perspective on the value of these tools beyond their usefulness in everyday life. They’ll learn those things through experience and training, just like everyone else. But they’re not really as social media-savvy as they’re often given credit for.
What they are exceptionally good at doing it is managing relationships online. They don’t have any more close friends than their parents did at the same age, but they have a much larger number of casual acquaintances that they keep alive through occasional and indirect communication. I think that’s something we can all learn from.
Q: Have you found that social media outlets are used by particular age demographics or does it apply to all age ranges?
A: Nearly all age groups use a media, though there are variations. If you want to go into detail, get Groundswellby Josh Bernoff and Charlene Li. Their top-line observations are that the most active users are the under-25 group, but that usage is quite consistent between 25-and 55-year olds. It drops off rather sharply after that. However, there are significant variations by media and industry. For example, under-25s are more inclined to use instant messaging, text messaging and online video while podcasting and blogging are more popular with older age groups. It’s also interesting that the percentage of people under 25 who prefer instant messaging over e-mail is nearly the exact inverse of people over 25.
Q: How does the Google “Link:” command work?
A: In the Google search bar, type “link:www.gillin.com” substituting whatever URL you want. You can also access this command from Google’s advanced search page. This will give you a list of all webpages in Google’s search index that link to the specified domain or page.
Q: What’s the best way to convert your audience to make an actual purchase using social media?
A: There are many ways to do this, so I’ll give you an example of a direct and an indirect approach. A direct approach might be to offer a discount coupon to people who join your social network, fill out a form or respond to a contest. Or you might ask people to view a short video to get an access code that they could redeem on a website. The coupon could be delivered electronically as a thank-you message when visitors submit the form.
And indirect approach might be to set up an informational blog that educates visitors about your company or your area of expertise. You can then surround this educational content with promotions or offers.
This 49-minute podcast from iMediaConnection’s Brand Summit interested me not so much for the marketing case study (although it’s a very good example of viral marketing) as for the honest description of the barriers these two Kraft brand managers confronted in selling their word-of-mouth marketing campaign. You won’t often hear corporate marketers speak so frankly about internal politics.
Adam and Tyler had to repeatedly sell the concept of giving up control over the message to skeptical colleagues, corporate lawyers and top management. Even after the campaign had successfully concluded, they still faced opposition. In some cases, they dealt with it by simply ignoring it or telling people what they wanted to hear. There’s also a good account around minute 40 of how they entered the blogosphere to engage with online critics when the guidance from management and legal was to remain silent. Here’s a link to a written interview, but you’ll get a fuller story from the podcast.
Josh Bernoff has a nice wrap-up of the blog/Twitter/Facebook storm that erupted this past weekend over J&J’s ill-considered “Motrin Moms” ad. The company could have avoided the whole mess by testing the ad with a group of moms, who are some of the most active online networkers. Such a simple way to avoid embarrassment and the cost would have been minimal. Now J&J’s smarting from the whole experience. McNeiil’s VP of marketing has the mea culpa here.
The credit company is experimenting with a Facebook community that offers small business owners a way to connect with each other and to get business management advice from Visa. More than 21,000 members have joined and the repeat-visit rate is twice the industry norm.
Here’s a novel promotion for the forthcoming movie “The Day the Earth Stood Still.” 20th Century Fox is creating a global participation campaign that enables people to vote on what they would save if the earth truly stood still. From the press release:
Earth’s Vital List, which launches today, poses the question, If the earth was under attack what would you save? Consumers are asked to build a “Vital List” of 12 items (people, places or things) they would save on “the day the earth stands still.” Vital lists can be shared with friends encouraging feedback and votes on which items are truly vital. The world’s most vital items will be tabulated on a global microsite. The site also provides visitors with a view on how items are being ranked around the globe.
A countdown to the film’s US release (12/12/08) will coincide with a special reveal of the world’s 1,212 most prized possessions on MySpace.com/earthvitallist.com.
I recently criticized corporate bloggers for spewing happy talk while the financial world melted down. So it was nice to see this profile of Marcy Shinder, VP of brand marketing and stategy for American Express OPEN. Amex responded quickly to the Wall Street crisis with a series of articles and multimedia messages aimed at small-to-medium businesses and outlining what the crisis means to them as well as steps they can take to survive the downturn.
Metrics expert Mark Ghuneim suggests that we still have a long way to go in evolving our thinking about viral video metrics beyond view counts. Marketers are beginning to think more holistically about how to measure success. Quoting:
According to a recent FEED Company study, some 70% of ad-agency and media-buying executives plan to increase budgets for viral video marketing in 2009. In addition, 72% of ad-agency executives and media buyers say their clients are “interested” or “very interested” in using viral video as an integral part of their marketing campaigns….
“Favoriting,” commenting, linking to, embedding, social network amplification and other action all constitute a level of user attention that must somehow be accounted for and given appropriate value.
In addition, a marketing executive would also want to know how users were discovering their video, as well as how quickly the view counts were growing. The velocity of consumption and adoption is an important indicator as well as factors beyond the standard impression and stream data. For example, are bloggers talking about the video? Are users micro-blogging about the video?
With an average member earning about $110,000 a year and more than $100 million in investment capital in the bank, you’d think LinkedIn would be sitting pretty. Yet the company is laying off about 36 people. Smart move. Don’t let VC love make you fat and happy.
Om Malik has little nice to say about Jerry Yang’s stewardship of Yahoo. Yang now basically admits he should have sold to Microsoft when he had the chance and the collapse of a partnership with Google is particularly painful. With the economy now in the tank, what’s next?
BusinessWeek is all breathless about the energy that social networks brought to election day, and there are some good stories/examples here. However, listen to NPR’s story on turnout levels for a more sobering view. Turnout was good for the US, but we still lag far behind other democracies.
Privacy advocates may blanch, but I think this is a totally cool way to mine patterns from search behavior that contributes to the common good. What an innovative idea!
If you’re sitting on the sidelines waiting for the market to pick winners in the social network race, you can stand up now. Hitwise data for 2007 shows that MySpace and Facebook together accounted for 88% of all visits to social network sites. The next closest competitor, Bebo , got a little more than 1% of the traffic.
There simply is no more competition in the general-purpose social network market. Other social media winners include LinkedIn (which wasn’t included in the Hitwise data), YouTube and Flickr. If you’re a big brand pursuing a broad strategy, you can safely place your bets on these services. For the next year or two, the also-rans will be busy finding buyers and merger partners.
And the action isn’t limited to consumer markets. Sermo is a social network for physicians, which now boasts more than 50,000 members. Doctors exchange information about serious medical issues and review cases in real time. Pairup connects business travelers for peer advice, networking and assistance. There’s a list of more than 350 social networks here.
Don’t let small membership numbers fool you. Many of these sites may be attractive marketing venues. Scan the groups, discussion topics and participants and look for content profiles that match your market. Prices are generally lower than those of the big social networks and the audience is far more targeted.
Marketing to vertical communities is very different from mass marketing, of course. If you’re interested in building a campaign on Facebook, have a look at what Southwest Airlines and Victoria’s Secret are doing, or the group started by Starbucks fans that has over 60,000 members. There’s nothing particularly high tech about their presence. They mainly provide a place where customers can keep in touch with the brand and have access to special offers and downloads.
When marketing to vertical communities, you need to dig deeply into the expertise in your organization. Members of a health-oriented network, for example, want to speak to people who have lots of expertise in nutrition and treatment. Discounts and promotions won’t work nearly as well in narrow markets as they do in broad ones. If you have articulate, interesting domain experts in your organization, now’s the time to pull them out of the shadows and engage them with knowledgeable communities. Live chats, webcasts and Q&A forums are particularly effective.
Much of the media attention in the last year has focused on the battle for social network supremacy. With that competition now over, the market will subdivide itself in interesting ways. This process will continue for years, presenting an ever-shifting landscape of new marketing opportunities.
Facebook’s apps community is one of its strongest selling points and anything it does to extend that franchise to other networks works to its advantage. It’s hard to say how much of a breakthrough this is, but it’s clearly a blocking tactic aimed at Google.
Excepts: As of late January 2008, more than half-a-million Facebook users play Scrabulous daily, with four times that number having added the application to their Facebook profiles. Because third-party developers can keep all the revenue they generate, the Agarwallas are currently pulling in about $25,000 a month from advertising, according to Jayant, resulting in a “decent profit” after expenses like hosting, labor and server costs.
“I know so many venture capitalists and CEOs who play Scrabulous. It’s a new form of golf. Maybe you don’t have time to play nine holes, but you can socially interact and challenge one another via Scrabulous,” says Rumford, CEO of the Solana Beach, Calif.-based Gravitational Media and publisher of Facereviews.com, a review site for Facebook applications.
“The main selling feature of Scrabulous for me is the fact I can play it within Facebook. If it was on an external site, I would have to search for my friends all over again, and I don’t think that would work, and I don’t think people would sign up for it.”
A few major brands have made it big on Facebook, like Red Bull, the energy drink produced by Austria-based Red Bull GmbH, whose Facebook application “Roshambull” offers an online version of the classic children’s game “Rock-Scissors-Paper.”
Online dating is another area where big players are lagging. Like the Agarwalla brothers before the f8 launch, Cliff Lerner ran a website, in his case called Iamfreetonight.com, an online dating site owned by the Manhattan-based eTwine Holdings. After the Zuckerberg announcement in May, Lerner recalls, “We decided to stop working on Iamfreetonight.com for a couple of weeks in order to write a dating application for Facebook.” The result was an application called “Meet New People.” “In no time we had more users on the app than we had on the website. And we didn’t spend a dime on advertising the app — it was all viral.”
Take a look at the image below.Is this the type of photo you’d want to put beside a serious business inquiry?I wouldn’t.But I did.
It was an embarrassing experience, and perhaps my mistake can serve as a lesson for anyone who’s considering using social networks to transact business.
Last week was the first time I’ve used Facebook to direct a professional inquiry to a group of my friends.I was looking for some active Facebook users to profile in a book I’m writing, so it seemed a natural place to find them. I used a third-party application called FunWall, which is made by Slide.It looked straightforward enough: type the question, post it and then e-mail a notification to a list of your friends.
So I posted my question and send an invitation to everyone on my friends list, some 225 people.A couple of hours later, my wife sent me an instant message questioning the appropriateness of the image on my FunWall.“What image?”I said.I quickly logged on to Facebook and found my question next to the item below.There were already a couple of e-mails from friends questioning my good taste.I scrambled to delete the original message, which wasn’t all that intuitive, and to post an apology.I received a couple of more snickering responses from my associates, but have no idea how many people saw the offensive photo and thought I was serious.
As far as I can tell, the error occurred when I clicked the button to post my question, I inadvertently clicked the option just below it, which sent a postcard to accompany the question.For some unfathomable reason, the default postcard was the image below. I didn’t bother to check the post after I submitted it, and would probably not have even known of my error for hours unless my wife had pointed it out.
So shame on me for not double-checking my work. And shame on Slide for making it so easy for even an experienced user to make such a dumb mistake. If there are lessons, it’s that you should beware of the new breed of third-party apps that Facebook and other sites are accepting. And use that preview feature! You don’t want your best intentions undermined by a stupid user interface.
Snips: “S. Shyam Sundar, a professor and founder of the Media Effects Research Laboratory at Penn State, has led students in several Facebook studies exploring identity. One involved the creation of mock Facebook profiles. Researchers learned that while people perceive someone who has a high number of friends as popular, attractive and self-confident, people who accumulate “too many” friends (about 800 or more) are seen as insecure.
“An important finding, Ms. Ellison said, was that students who reported low satisfaction with life and low self-esteem, and who used Facebook intensively, accumulated a form of social capital linked to what sociologists call “weak ties.” A weak tie is a fellow classmate or someone you meet at a party, not a friend or family member. Weak ties are significant, scholars say, because they are likely to provide people with new perspectives and opportunities that they might not get from close friends and family.”
eMarketer says that 37% of online adults use social networks at least once a month and that the figure will grow to nearly 50% by 2011. Among teens, usage is already well over half and will near 85% by 2011. Social nets clearly offer value that conventional news and information sites don’t.
Allan Cattier, Director of the Academic Technology Group at Emory University gave a mind-blowing statistic in his presentation to the Communintelligence Executing Social Media conference in Atlanta last month. He said Emory had surveyed its freshman class and found that more than 80% of the students log on to Facebook 18 or more times a day. Imagine how our institutions will be shaped by this trend in coming years. He also showed a compelling video called “A Vision of Students Today” created by Michael Wesch in collaboration with 200 students at Kansas State University. See below.
Here are more responses to questions that time didn’t permit me to answer during the AMA Marketing Seminar on Oct. 15. Each of these permalinks is tagged “AMA” so you can easily group them together. Thanks to everyone for coming and for asking such great questions. More to come!
Q: Jodine asks “Another great example of this marketing approach is in the new music industry. Independent distributed musicians that gain their fans from MySpace and other social networks. Is this marketing approach what they call grassroots and/or organic marketing?”
A: That’s certainly an appropriate term for it.MySpace, for example, has been a gold mine for independent music groups who don’t have the marketing dollars to put into advertising.The idea is to create networks of friends who self-define their interests and share favorite bands among themselves.Also, people who produce podcasts and blogs devoted to music often make it a point to promote lesser-known groups.While these tactics so far haven’t duplicated the throw weight of mainstream media campaigns, their popularity testifies to their effectiveness.
Q: Sanjay asks, “Are there any potential problems for a regional retailer with just a few locations?”
A: Not that I can think of.In fact, that person is a natural candidate for social media. Facebook, for example, is a great place to find people nearby who are interested in the products that the retailer sells.If I was a camera store owner in Chicago, for example, I might set up a Facebook group for photography enthusiasts to discuss their favorite Chicagoland sites to photograph.You can use that as a jumping off point to create events and even more targeted groups.
A blog is also a terrific way to showcase expertise, and if you’re careful to label the blog and its posts with regional tags, you’ll do better on search engines.For small businesses on a budget, social media is a godsend.
Q: Kristin asks, “How will the change in social media affect crisis communications?”
A: I can think of a couple of major ways.For better or worse, people are increasingly taking their gripes and frustrations to their blogs instead of going through customer service channels.This makes the blogosphere an excellent early warning system.You should have Google Alerts set up for every product and brand you own, and you should also create RSS feeds from sites like Technorati, BlogPulse and IceRocket that can alert you immediately to new topics of blog chatter.
In terms of responding to a crisis, a blog is perhaps the fastest way to get information online.This bypasses the media gatekeepers and insurers that the message is coming directly from you.If you link aggressively to the blog from your website and from blogs maintained by your employees and outside constituents, you can build visibility very quickly.Sites like Twitter are also increasingly being used by marketers to get messages out to the public instantly.
Q: Viktor asks “What’s your opinion on intellectual property rights with blogging?”
A: There effectively are none, and this is a huge hairball for new media. The reality is that many people who are now publishing online could care less about intellectual property or copyright.I have had entire articles lifted verbatim from my blog and even mainstream media sites and republished without any attribution whatsoever.It’s not worth going after people legally in most cases, and that tactic can actually create unwanted publicity.
The entertainment companies have led the charge in trying to bring some order to this intellectual-property chaos, but they have encountered a lot of resistance and their tactics have not always been diplomatic.They have done themselves few favors.I’m afraid that these issues will take years to hammer out, and that our notions of copyright may look very different a few years from now.I wish I could be more encouraging, but a lot of people are wrestling with this problem.
Perry Allison (left), Vice President of Social Marketing Innovation at Eons.com talked about the value of gathering detailed feedback from a small number of people. Referring to a project that Eons conducted with Quaker Oats, she said she was initially concerned that only 80 members of the baby boomer site offered comments. “I thought Quaker wouldn’t be excited about 80 members, because this is a company that advertises on television to millions. But the brand manager was ecstatic because of the feedback and insight they were getting.”
Pam Johnston (left), Vice President of Member Experience at Gather.com, brought an interesting background to the discussion. She spent more than 15 years in television news before joining Gather, which means she understands the mainstream media mindset. The most disruptive force in social media is its ability to define new trusted sources, she said. “People are looking for a trusted source and it may not be the Boston Globe. It may be your neighbor.
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