week 6 tameka kee presentation

50
Get the Most Out of Emerging Social Networks with Tameka Kee Lead Analyst, Social Times Pro

Upload: mediabistro

Post on 05-Sep-2014

2.749 views

Category:

Technology


2 download

DESCRIPTION

 

TRANSCRIPT

Page 1: Week 6 Tameka Kee Presentation

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

Page 2: Week 6 Tameka Kee Presentation

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

Page 3: Week 6 Tameka Kee Presentation

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

Page 4: Week 6 Tameka Kee Presentation

• 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

Page 6: Week 6 Tameka Kee Presentation

• 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

Page 7: Week 6 Tameka Kee Presentation

• 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

Page 8: Week 6 Tameka Kee Presentation

• 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)

Page 11: Week 6 Tameka Kee Presentation

Moxsie Moxsie.tumblr.com

Page 12: Week 6 Tameka Kee Presentation

Moxsie Moxsie.tumblr.com

Page 13: Week 6 Tameka Kee Presentation

Moxsie Moxsie.tumblr.com

Page 14: Week 6 Tameka Kee Presentation

Kate Spadekatespadeny.tumblr.com

Page 15: Week 6 Tameka Kee Presentation

The Standard (hotel)content.standardculture.com

Page 16: Week 6 Tameka Kee Presentation

A Smarter Planet (IBM)smarterplanet.tumblr.com

Page 17: Week 6 Tameka Kee Presentation

• 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

Page 18: Week 6 Tameka Kee Presentation

• 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

Page 19: Week 6 Tameka Kee Presentation
Page 20: Week 6 Tameka Kee Presentation
Page 21: Week 6 Tameka Kee Presentation
Page 22: Week 6 Tameka Kee Presentation

• 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

Page 23: Week 6 Tameka Kee Presentation

• 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

Page 24: Week 6 Tameka Kee Presentation

NPR on Instagram

Photos courtesy of Mashable’s Lauren Indvik

Page 25: Week 6 Tameka Kee Presentation

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

Page 26: Week 6 Tameka Kee Presentation

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

Page 27: Week 6 Tameka Kee Presentation

Instagreat http://instagre.at/

Page 28: Week 6 Tameka Kee Presentation

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

Page 29: Week 6 Tameka Kee Presentation

• 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

Page 30: Week 6 Tameka Kee Presentation
Page 31: Week 6 Tameka Kee Presentation
Page 32: Week 6 Tameka Kee Presentation
Page 33: Week 6 Tameka Kee Presentation

• 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

Page 34: Week 6 Tameka Kee Presentation

•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

Page 35: Week 6 Tameka Kee Presentation
Page 36: Week 6 Tameka Kee Presentation
Page 37: Week 6 Tameka Kee Presentation

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

Page 38: Week 6 Tameka Kee Presentation

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

Page 39: Week 6 Tameka Kee Presentation

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

Page 40: Week 6 Tameka Kee Presentation

• 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

Page 41: Week 6 Tameka Kee Presentation
Page 42: Week 6 Tameka Kee Presentation

TripWow (on TripAdvisor)

Page 43: Week 6 Tameka Kee Presentation

TripWow Slideshow (on TripAdvisor)

Page 44: Week 6 Tameka Kee Presentation

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

Page 45: Week 6 Tameka Kee Presentation

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

Page 46: Week 6 Tameka Kee Presentation

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

Page 47: Week 6 Tameka Kee Presentation

Too aggressive or just right?

Page 48: Week 6 Tameka Kee Presentation

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

Page 49: Week 6 Tameka Kee Presentation

Questions?

Page 50: Week 6 Tameka Kee Presentation

Thanks for joining us!