Slides from presentation given by Social3i Consulting to the Northwest Entrepreneur Network at the February 10, 2011 eIQ.

1. www.social3i.com | Seattle Washington blog
Social Media for Startups
February 10, 2011
Presented by:
Andy Boyer and the social3i team

2. Copyright Note
The material used in this deck is a combination of content originally
created and developed by social3i Principals, as well as content
sourced by researching social media in major search engines and
content sharing sites.
Hopefully all charts and graphs in the deck attribute the work to the
original owner, along with a link to where the content was sourced.
However, due to the widespread sharing of this deck, it is possible
that some information is not accurately attributed. We apologize for
any errors, and are not making any claims that all of the data in this
presentation is the original work of social3i Consulting.
If you feel your work has been unfairly distributed or represented in
this presentation, please contact andy@social3i.com
social3i Proprietary and Confidential 2

3. About Us
• social3i is a small but nimble marketing services consultancy
• We provide Large-scale brand analysis, audience research and social
marketing programs for major global brands and mid-sized companies.
• Focus on social commerce and delivering ROI based programs, not just
brand impressions
• Background with RealNetworks, Publicis, Microsoft, Photoworks, venture-
backed startups, non-profits, and minor league baseball.
• Join us:
• www.Social3i.com
• www.Facebook.com/social3i
• Twitter: @social3i
Social Social
Intelligence & Ideation & Influencer Marketing
Insight Planning Marketing Program Competency
Development Training
social3i Proprietary and Confidential 3

4. Today’s Agenda
• The Basics
• Social Media key terms, players, and success stories
• How companies are building and managing their reputation
through social networking sites
• Content
• Examples of best practices in key social media channels
• Planning
• How to develop editorial calendars and steady streams of
programming
• Who to have manage your communties and how to efficiently
manage those programs
• Measurement
• Monitoring tool Demo: Utrack.it
social3i Proprietary and Confidential 4

5. www.social3i.com | Seattle Washington blog
Section 1: Basics
The Social Marketing Imperative
(Aka… Why are we doing this?)

6. Theme 1 - The Face of the New Internet is Social
social3i Proprietary and Confidential 6

7. The Social Media Heavyhitters
social3i Proprietary and Confidential 7

8. The Social Media Heavyhitters
social3i Proprietary and Confidential 8

9. The Social Web is influencing customer decisions
77% of all internet users participate in social
networking sites
Viewing on social sites has surpassed personal
email usage
70% of consumers trust opinions, posted
online, by other online consumers
3 million active Facebook Pages, with more
than 1.5 million of them from local businesses.
Data: Nielsen Research / Comscore Media Metrix 2009
social3i Proprietary and Confidential 9

10. Marketing Budgets are Integrating Social
social3i Proprietary and Confidential 10

11. News at the Speed of Social Media
3:26 pm photo was posted to Janis
Krum’s ―@jkrums‖ twitter profile
New York Times broke the news at
3:48 pm and didn’t post to the
frontpage until 4:00 pm
social3i Proprietary and Confidential 11
Page 11

12. The Mainstream Has Adopted Twitter
social3i Proprietary and Confidential 12

13. And Even a Higher Power than Oprah
social3i Proprietary and Confidential 13

14. Consumers want to say hi
22,000,000+ Fans!
social3i Proprietary and Confidential 14

15. Content moves from Social to mainstream
social3i Proprietary and Confidential 15

16. Content moves from Social to mainstream
social3i Proprietary and Confidential 16

17. Content moves from Social to mainstream
social3i Proprietary and Confidential 17

18. You can mine social for cultural memes
social3i Proprietary and Confidential 18

19. You can mine social for cultural memes
social3i Proprietary and Confidential 19

20. What Can Happen if You Don’t Have a Social Presence…
social3i Proprietary and Confidential 20

21. ROI is Important
social3i Proprietary and Confidential 21

22. Fail (Or win?) Skittles goes all Social
Day 1
Page 22 social3i Proprietary and Confidential 22

23. Day 2
Page 23 social3i Proprietary and Confidential 23

24. Day 3
Page 24
February 10, social3i Proprietary and Confidential 24

25. The Result
Page 25 social3i Proprietary and Confidential 25

26. www.social3i.com | Seattle Washington blog
Section 2: Best Practices
Part 1: Building a Foundation

27. Social Programs Span Across the Company
Marketing Best Practice:
• Understand what is being said about your brand, leverage data to
improve traditional marketing efforts
Sales Best Practice:
• Understand where to find more leads, and who influences your core
audiences
Research Best Practice:
• Vrowdsource ideas faster and fill out missing pieces of data from
traditional research
Customer Service Best Practice:
• Understand what issues customers are having, and where those
customers are going for solutions.
social3i Proprietary and Confidential 27

28. Quiz Time: Basic Logos We Need to Know
Facebook Twitter YouTube LinkedIn Wordpress
Blogger Wikipedia Foursquare MySpace Flickr
social3i Proprietary and Confidential 28

29. social3i Proprietary and Confidential 29

30. Segmenting the Channels
(The Brian Solis Flower)
social3i Proprietary and Confidential 30

31. Choose where to focus efforts
Awareness
Referral Trial
Your
Startup
Retention Evaluation
Purchase
social3i Proprietary and Confidential 31

32. www.social3i.com | Seattle Washington blog
Section 2: Best Practices
Part 2: Case Studies - From Theory to Practice

33. Resources for the eIQ:
Delicious.com/social3i
social3i Proprietary and Confidential 33

34. Facebook
social3i Proprietary and Confidential 34

35. Oreo
social3i Proprietary and Confidential 35

36. Red Bull
social3i Proprietary and Confidential 36

37. Golazo
social3i Proprietary and Confidential 37

38. Golazo
social3i Proprietary and Confidential 38

39. Facebook – The Metropolitan Grill
social3i Proprietary and Confidential 39

40. Buying Friends to Spur Awareness
social3i Proprietary and Confidential 40

41. “Buying” Fans? – Papa John’s
• 150k fans Day 2
• 100k fans Day 1
• Levels off`
social3i Proprietary and Confidential 41
Page 41

42. The Nestle Facebook Debacle
• Environmental activist group Greenpeace has long been putting the
pressure on Nestle to stop using palm oil
• A provocative new Web video campaign (warning: may be a bit
nauseating) on behalf of Greenpeace's U.K. arm targeted the food
manufacturer as a threat to the livelihoods of orangutans, and
according to Greenpeace, Nestle lobbied to have the video
removed from YouTube, citing a copyright complaint.
• Greenpeace supporters--whom the activist group had encouraged to
change their Facebook profile photos to anti-Nestle slogans that
often incorporated one or more of the company's food logos--started
posting to the Nestle fan page en masse.
• Nestle countered with a mild threat: "To repeat: we welcome your
comments, but please don't post using an altered version of any of
our logos as your profile pic--they will be deleted."
social3i Proprietary and Confidential 42

43. Fail: Nestle’s Facebook Debacle
social3i Proprietary and Confidential 43

44. Twitter
social3i Proprietary and Confidential 44

45. social3i Proprietary and Confidential 45

46. Comcast Cares
social3i Proprietary and Confidential 46

47. Comcast Cares
social3i Proprietary and Confidential 47

48. Comcast Cares
social3i Proprietary and Confidential 48

49. The Taco Trucks….
social3i Proprietary and Confidential 49

50. Talking with Personalities
social3i Proprietary and Confidential 50

51. YouTube
social3i Proprietary and Confidential 51

52. YouTube Content cycles
• A video on YouTube gets
50% of its views in the
first 6 days it is on the
site, according to data
from analytics
firm TubeMogul.
• After 20 days, a YouTube
video has had 75% of its
total views.
• That's a really short life
span for YouTube
videos, and it's probably
getting shorter. In 2008,
it took 14 days for a
video to get 50% of its
views and 44 days to get
75% of its views
http://www.businessinsider.com/chart-of-the-day-the-lifecycle-of-a-youtube-video-
2010-5#ixzz0vSdScBK1
social3i Proprietary and Confidential 52

53. Blendtec
social3i Proprietary and Confidential 53

54. WillItBlend
Channel Views: 5,647,785
Total Upload Views: 138,247,121
Joined: October 30, 2006
#33 - Most Subscribed (All Time) -
Directors
#64 - Most Viewed (All Time) -
Directors
Page 54 social3i Proprietary and Confidential 54

55. YouTube – Common Craft
social3i Proprietary and Confidential 55

56. Listening and Discovery - Going offsite to find
conversation already happening
social3i Proprietary and Confidential 56

57. Why you need to be honest…
social3i Proprietary and Confidential 57

58. Blogging
social3i Proprietary and Confidential 58

59. Blogging for Profit – Andru Edwards
social3i Proprietary and Confidential 59

60. Integration: Starbucks Conversation
social3i Proprietary and Confidential 60

61. Integration: Starbucks
social3i Proprietary and Confidential 61

62. Integrated Campaigns
social3i Proprietary and Confidential 62

63. Hosted Community: Dell Idea Storm
social3i Proprietary and Confidential 63

64. Hosted Community: Mad Men Yourself
social3i Proprietary and Confidential 64

65. Mad Men Yourself
social3i Proprietary and Confidential 65

66. Mad Men Yourself Results
• The Mad Men Yourself site received a
whopping 1 million unique visitors.
• Out of those 1 million, 600,000 of them
created avatars — not too shabby for what’s
essentially just a silly toy.
• The first episode garnered 3.3 million viewers,
and went on to become one of Nielsen’s Top
10 timeshifted primetime TV programs with a
57.7% increase in viewership.
social3i Proprietary and Confidential 66

67. Blogs: Coca-Cola Happiness Machine
social3i Proprietary and Confidential 67

68. Spreading the Happiness
<object width="640" height="385"><param name="movie"
value="http://www.youtube.com/v/lqT_dPApj9U&amp;hl=en_US&a
mp;fs=1"></param><param name="allowFullScreen"
value="true"></param><param name="allowscriptaccess"
value="always"></param><embed
src="http://www.youtube.com/v/lqT_dPApj9U&amp;hl=en_US&am
p;fs=1" type="application/x-shockwave-flash"
allowscriptaccess="always" allowfullscreen="true" width="640"
height="385"></embed></object>
social3i Proprietary and Confidential 68

69. Integrated Planning - TeatroZinzanni
social3i Proprietary and Confidential 69

70. LinkedIn – IPO 2012…
social3i Proprietary and Confidential 70
Page 70

71. LinkedIn
social3i Proprietary and Confidential 71

72. LinkedIn Maps
social3i Proprietary and Confidential 72

73. LinkedIn Signal
social3i Proprietary and Confidential 73

74. Wikipedia –
How REI Edits Their Page and Respects the Community
social3i Proprietary and Confidential 74
Page 74

75. Social Advertising – LinkedIn
Social Commerce
Target by Geography, Company, Job Title, Groups, Gender, Age and more.
social3i Proprietary and Confidential 75

76. Facebook Advertising
Choose your audience by
Social Advertising – Facebook location, age and interests.
Choose to pay only when people
click (CPC) or see your ad (CPM).
Connect with more than 500
million potential customers.
Promote your Facebook Page
or website.
social3i Proprietary and Confidential 76

77. Twitter
“Promoted Tweets are
Social Advertising – Twitter offered on a Cost-per-
Engagement (CPE) basis,
so you only pay when a
user Retweets, replies
to, clicks on or favorites
your Promoted Tweet.
Retweeted impressions
by engaged users are
free.
Just like regular Tweets,
the ones that users
engage with most tend
to be insightful,
conversational, fresh
and timely, and crafted
for sharing”
social3i Proprietary and Confidential 77

78. And We Still Haven’t REALLY Gotten To….
iPads
Apps
Flickr
Yelp
Biznik
Podcasts
Ustream
Groupon / Living Social
Digg / Reddit
Etc……
social3i Proprietary and Confidential 78

79. www.social3i.com | Seattle Washington blog
Section 3:
Content Development /
Integrating Social Into Your Marketing Plan

80. Before You Get Started – Know WOMMA’s Rules
www.womma.org
It’s all about the Honesty ROI. Ethical word of mouth
marketers always strive for transparency and honesty in all
communications with consumers, with advocates, and with
those people who advocates speak to on behalf of a product.
* Honesty of Relationship – you say who you’re speaking for
* Honesty of Opinion – you say what you truly believe; you
never shill
* Honesty of Identity – you say who you are; you never falsify
your identity
social3i Proprietary and Confidential 80

81. A Checklist
(One Blueprint, not necessarily the DEFINITIVE Blueprint)
1. Define a Goal.
2. Start listening to the conversations
3. Figure out who and what you will measure
4. Decide upon a target audience.
5. Determine your budget – time and money.
6. How much control will you give up?
7. Develop Corporate Policies
8. Evaluate internal staffing options and available content.
9. Choose your social brand.
10. Set up a dedicated email address, lock down your urls.
11. Build an editorial calendar.
12. Engage. Engage more. Engage.
social3i Proprietary and Confidential 81

82. 1. Defining Goals
• What are we
trying to do?
• Who do we want
to reach?
• How do we grade
whether we’re
being successful?
social3i Proprietary and Confidential 82

83. 1. Definine a Goal
The Long Term Goal:
Giving customers a say
in developing, Influence
supporting and
evangelizing your brand
Melding social into your
overall marketing program
Integrate
Enagaging with fans, followers, press,
analysts and critics
Interact
Basic benchmarking, auditing and listening to conversation
about your brand, customers & products
Interest
Develop marketing and business plans without benefit of any data or
insights generated on the social web about you or competitors
Ignore
social3i Proprietary and Confidential 83

84. Example: Is SEO one of the goals?
social3i Proprietary and Confidential 84

85. Key Social Performance Indicators
• Awareness & Education: Are we contributing to the
overall awareness of the brand, the product, and its
features?
• Trial: Are we driving new significant and high-quality
experiences with the product?
• Loyalty: Are we driving repeat visits to/sessions with the
product?
• Engagement: Are we driving engagement with our
consumers through communities and connections?
• Evangelism: Are we creating evangelists that will share
the brand’s and product’s virtues to others?
85
social3i Proprietary and Confidential 85

86. 3. What to Measure
social3i Proprietary and Confidential 86

87. 4. Determine Your Target Audience
Marketing
• Understand what is being said about your brand, leverage data to
improve traditional marketing efforts
Sales
• Understand where to find more leads, and who influences your core
audiences
Research
• Vrowdsource ideas faster and fill out missing pieces of data from
traditional research
Customer Service
• Understand what issues customers are having, and where those
customers are going for solutions.
social3i Proprietary and Confidential 87

88. 5. Determining Level of Effort/Time/Money
social3i Proprietary and Confidential 88

89. 6. What will you share with the community?
Eloqua on Slideshare.net
social3i Proprietary and Confidential 89
Page 89

90. 7. Develop Internal Best Practices Documents
Example: Best Practices for Company Blogging
Tip #1. Recruit multiple bloggers
Effective blogs are updated frequently. But many small marketing teams
struggle to find the time to continually feed the beast. Having multiple
contributors ensures your blog will be a compilation of multiple
viewpoints and relevant expertise that attracts a variety of readers. Tip
Tip #2. Enforce regular posting
Maintaining a consistent schedule is essential to a successful blogging
strategy. Get the CEO on board.
Tip #3. Share metrics and reward success
Run internal contests to single out the blogger whose post was shared
the most. Shares the metrics from the team’s blogging and social
efforts to show the rest of the company how important their
contributions are.
Source: Marketing Sherpa
social3i Proprietary and Confidential 90

91. Fine Details
8. Evaluate internal staffing options and available
content.
9. Choose your social brand.
10.Set up a dedicated email address, lock down
your urls.
social3i Proprietary and Confidential 91

92. 11. Build Editorial Calendar
Editorial Calendar
Date Offline Retail Group Aggregated Blog Facebook (In Twitter (In YouTube Foursquare
Event Content on addition to addition to
Web Site general replies and
discussion) discussion)
Sun 1/10
Mon 1/11
Tues 1/12
Wed 1/13
Thurs 1/14
Fri 1/15
Sat 1/16
Sun 1/17
Mon 1/18
Tues 1/19
Wed 1/20
Thurs 1/21
Fri 1/22
Sat 1/23
Sun 1/24
Mon 1/25
Tues 1/26
Wed 1/27
Thurs 1/28
social3i Proprietary and Confidential 92

93. Now Engage in the Channels
social3i Proprietary and Confidential 93

94. www.social3i.com | Seattle Washington blog
Section 4:
Measurement, aka, the ROI Argument

95. What is the secret to successful social media measurement?
social3i Proprietary and Confidential 95

96. ilter
• Use social media monitoring tools to
collect and process data
• Collect and organize information in an
attempt to mirror current audience
Focus on a few specific topic areas segmentation
or keywords that are most relevant • Attempt to collect as much data as
possible, from the least amount of
to your audience topics.
Filter [scan the social media universe]

97. nalyze
• Compare and Contrast Conversation
Volume of Audience and Competitors
• Track CTR and Conv. Rate within
Seek to validate whether current Communities of interest as key
marketing messaging Engagement metrics
frameworks/strategies are • Monitor Audience Perception and Brand
resonating with online audiences Sentiment changes over time
Analyze [identify opportunities]

98. ocialize
• Gather team feedback in a
Socialize information in a common/shared common place
space to allow team members to ideate & • Evaluate, elevate and promote
collaborate based on their own perspective ideas in common place
• Let the best ideas drive content
testing and optimization
Socialize [Team Ideation & Collaboration]

99. est
• Refine listening to focus only on
conversations of supreme interest
• Participate in social activities that drive
engagement of core audience groups
Get out into the field, and
• Report on KPI’s [volume, engagement,
get messy!
sentiment, optimize [wash-rinse-repeat]
Test [observe & report, wash-rinse-repeat]

100. www.social3i.com | Seattle Washington blog
Contact Info

101. social3i Management Bios
Andy Boyer Xavier Jimenez Colin Lamont
Integrated Marketing Integrated Marketing Integrated Marketing &
Strategy & Planning Research & Ideation Mobile Campaigns
Andy Boyer was a Principal at social Prior to co-founding social3i Xavier was Colin Lamont has 15 years direct
media agency Spring Creek Principal and Analytics Practice Head at marketing, e-commerce, and product
Group from 2007-2010, leading client social media agency Spring Creek management experience in helping build
campaigns inside Microsoft and other Group in Seattle Washington. Xavier has and grow consumer products and services.
companies, developing short and worked with Fortune 500 brands like Most recently, he was the Vice President of
long term social media strategies, ubid.com, RealNetworks, American Marketing at GotVoice, an Ignition Partners
and recruiting a team of Engagement Greetings, T-Mobile and Microsoft to funded mobile solutions company that was
Leads and Community Managers. deliver deep consumer insights using successfully sold. An expert of integrated
His previous experience is emerging media measurement marketing, Colin leverages social media
highlighted by six years in e- technologies. As chief social intelligence outreach to support direct marketing,
commerce marketing at streaming strategist, Xavier is tasked with qualifying branding, PR, speaking engagements and
media pioneer RealNetworks from and transforming raw data from online events to cost-effectively grow companies.
1996-2002. As Co-Founder of video, mobile advertising, widgets, blogs, Previously, Colin worked at RealNetworks,
social3i, Andy develops holistic social social networks, and other user starting in 1995, & culminating as Director
media programs that are integrated generated content into deep customer of Consumer Marketing for the RealGames
into overall marketing efforts. intelligence. and GameHouse divisions in 2006.
Twitter: @aboyer Twitter: @xjimenez Twitter: @social3i
Linkedin: Add Andy to your network Linkedin: Add Xavier to your network Linkedin: Add Colin to your network
E-mail: andy@social3i.com E-mail: xavier@social3i.com E-mail: Colin@social3i.com
social3i Proprietary and Confidential 101

102. Thank You
Web: http://www.social3i.com
Blog: http://social3i.blogspot.com
Twitter: @social3i
social3i Proprietary and Confidential 102