week 6 tameka kee presentation

Get the Most Out of Emerging Social Networks with Tameka Kee Lead Analyst, Social Times Pro

There’s more to Social Media Marketing than Facebook and Twitter

Survey results• Around 40% of all respondents said location-based social networks

like Foursquare can be “sketchy”

• Nearly 75% of in-house social media strategists have discussed launching a Tumblr with senior management

• 30% of independent PR consultants recommend that their clients use Quora

• Less than 20% of all respondents said they understood how to use Kickstarter, Instagram and Plancast effectively

• 9 out of 10 marketing consultants have used TripAdvisor and Yelp, and thus understand their value from a consumer perspective

Survey completed 3/25/11 Sample size: 25

• A local-mobile-social network: Usage is predominately by phone and tied to a physical location

• 3 million check ins in 24-hours on Foursquare day 4/16

• A variety of local and national brands, including Radio Shack, Starbucks, Walgreens, Barnes & Noble, H&M, American Express etc.

•Over 8 million registered users•Average of 2 million check-ins per day

RadioShack photo courtesy ClickZiPhone app photo courtesy Michael Gray

• Mostly for use if you have a physical location – few examples of “checking-in” to a brand that lives digitally

• Make sure you give users something of real value in exchange for their Check-ins (a percentage off, a free item, etc.)

• Create different rewards for first-time users vs. loyal, repeat visitors

Best Practices

• 67 million unique monthly visitors• 5.3 billion monthly page views

•A visual blogging tool that lets brands serve as content-curators

•Back-end makes it easy to transfer a domain and customize

•More control than Facebook (you can design it however you see fit) and in a way that’s more wordy than Twitter

•Users “follow” and “reblog” other posts – familiar behaviors from Twitter

• Popular with media brands (over 160 maintain Tumblr accounts) including the New York Times, the Washington Post, and the Today show

• Retail brands like Kate Spade, Ann Taylor Loft and Moxsie

• Unexpected companies like EMI (music), IBM and The Standard (hotelier)

T on Tumblr http://tmagazine.tumblr.com/

T on Tumblr http://tmagazine.tumblr.com/

Moxsie Moxsie.tumblr.com

Moxsie Moxsie.tumblr.com

Moxsie Moxsie.tumblr.com

Kate Spadekatespadeny.tumblr.com

The Standard (hotel)content.standardculture.com

A Smarter Planet (IBM)smarterplanet.tumblr.com

• Use lots of visuals, less text (the Tumblr community is particularly drawn to great design)

• Content must continually be updated

• Follow a variety of users (not just “influencers”) for more reach

• Make sure your content stays “on topic” – this is for sharing and creation, not sales

• Reblog and comment on others’ Tumbls

Best Practices

• An organized, trackable question & answer platform

• Ideal use for thought-leadership (showcase your expertise)

• Competitive analysis (understanding how people view your competitors)

• Customer service (scanning through to see what problems people are asking about your brand)

• Lead generation (seeing how your company/brand can answer a question)

•220,000+ questions have been asked •400,000+ answers

• Observe the community first, understand how questions are asked and answered

• Follow some questions and answers, vote up answers that you think are worthwhile

• Check to see what kind of dialogue exists about your brand (is there an existing FAQ?)

• Assign someone from your team to be the Quora “lead” (since brands can’t currently have a Quora profile)

Best Practices

• 2 million registered users• Nearly 300,000 photos uploaded daily

• A tool for telling a brand’s story through pictures

• Users take photos, then customize them through a variety of filters and share them (along with location data) easily online

• Only accessible through the iOS (iPhone, iPod Touch or iPad)

• Brands in action include Charity: Water, Brisk Iced Tea, NPR, Levi’s Brazil and Red Bull

NPR on Instagram

Photos courtesy of Mashable’s Lauren Indvik

Levi’s Brazilhttp://instagram.heroku.com/users/levisbrasil

Levi’s Brazilhttp://instagram.heroku.com/users/levisbrasil

Instagreat http://instagre.at/

Best Practices

• Don’t just push out your own content; frequently comment and “Like” other users’ photos that support your brand objective

• Cross-post your pictures to Twitter and Tumblr

• Incorporate photos with your mobile deals and check-in options

• Assign responsibility to a devoted Instagram “team” to monitor, upload and post comments

• A public calendar focused on social event discovery

• Lets users tell people where they are, where they’ll be and share it with friends on Facebook, Twitter, etc.

• Applicable to a wide variety of events (tech/media conferences, health workshops, political/social rallies, parties, fundraisers, etc.)

•Over 150,000 monthly users•Thousands of weekly/monthly events posted

• Cross-post your events to Facebook and Twitter

• Make sure the location, date and time info is correct

• Check to see if there are duplicate events posted and try to get users to consolidate

• Assign someone from your team to own events postings (or use a company intranet to share all events)

Best Practices

•Social giving with effective scale

•A platform for people or groups seeking to fund creative projects (food trucks, filmmakers, app developers, etc.)

•Project only gets funded if it reaches its entire fundraising goal

•Kickstarter keeps 5% of the proceeds

•Nearly 800,000 registered users

http://www.kickstarter.com/projects/365367759/falling-theater?ref=spotlight

http://www.kickstarter.com/projects/365367759/falling-theater?ref=spotlight

Best Practices

•Need to strike a balance between offering donors content/information in exchange, and too many updates

•Twitter works especially well as a Kickstarter referral platform

•Game developer set out to raise $8000 in a month (he reached it in a single day)

http://money.cnn.com/2010/11/15/technology/kickstart_plotkin/index.htm

•A competitive lock-picker raised over $87,000 for his efforts

http://www.kickstarter.com/projects/schuyler/lockpicks-by-open-locksport

• Travel information ratings and reviews site

• Blend of sponsored content (ads, editorial) and user-generated ratings, reviews and slideshows

• Extremely diverse: 29 sites in 20 languages

• A dedicated user base: 20 million registered members

•More than 40 million monthly visitors•Over 45 million reviews and opinions

TripWow (on TripAdvisor)

TripWow Slideshow (on TripAdvisor)

Best Practices•Showcase your business with great photos and slideshows

•Respond to guest reviews (positive and negative)

•Promote your business with free widgets, badges and don’t shy away from sponsored content

•Understand that this is a dedicated travel community; reward them for their attention/participation with exclusive discounts and offers

•Cross-promote your TripAdvisor content via other social platforms

• Yelp has more than 50 million monthly visitors • More than 17 million reviews

Park Slope Eye (Brooklyn, NY)http://www.yelp.com/biz/park-slope-eye-brooklyn-2

Too aggressive or just right?

Best Practices

• Don’t try to post fake reviews. Ever.

• Find the right balance between rapid and overly aggressive responses

• Educate your customer-facing staff about what Yelp is (and why quality service matters)

• Test a Yelp Deal if you can handle the traffic

Questions?

Thanks for joining us!