Social Network Marketing: MySpace, YourSpace and TheirSpace, Connecting With Your Customers In Online Social Networks

Social Network Marketing:
MySpace, YourSpace and TheirSpace,
Connecting With Your Customers In Online Social Networks

Social Networks And the Future of Marketing

The Five Key Topics We’ll Explore:
1 | Why Social Networks, What Are They And Which Ones Matter
There are over 125 active social networks online today.

2 | Who’s On Social Networks
A look at the demographics, behaviors and brave organizations in the social web.

3 | The 5th P of Marketing
How marketers are leveraging social networks through participation.

4 | The Social Network Marketing Process
Getting in touch with your customers in the social network space.

5 | Where Do We Go From Here
A look into the near future where applications emerge to help users manage information
and synchronize online activities with offline life.

2 © Ma rke ting Sa va nt™ | Gre e n Ba y, WI | All Rig hts
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1 | Welcome to the Social Web

Social networks are online communities that allow users to
create a web presence, manage their identities, and stay
connected to friends and colleagues. Social networks like
Facebook, MySpace, and LinkedIn, along with social
networks setup by corporations, are among the most
popular destinations on the web, with millions of users
from around the globe signing up daily.

These sites are quickly evolving from mere public profiles
into platforms for communication, creativity, advertising,
and even commerce.

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1 | A Look at the Numbers

•During 2007, 37% of the U.S. adult Internet population
used online social networking at least once a month.
eMarketer expects that figure will rise to 49% by 2011.
•Currently, 70% of all U.S. teens visit social network sites
on a monthly basis.
•Worldwide online social network ad spending will grow
82% from $1.2 billion in 2007 to $2.2 billion in 2008. In
the U.S. alone, spending is projected to rise to $1.6 billion
in 2008, from $920 million n 2007.
Source: Williamson, Debra A. Social Network Marketing: Ad Spending and Usage. eMarketer. December 2007.

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1 | A Look at the Numbers on Facebook.com

Facebook.com Demographic Profile • More than 80 million activ e us e rs
• Face book is the 6th mos t-
Unique Vis itors (000) trafficke d we bs ite in the w orld
May 2007 v s . May 2006
(comS core )
Total U.S . – Home /Work/Univ e rs ity Locations
S ource : comS core Me dia Me trix   • Face book is the 2nd mos t-
trafficke d s ocial me dia s ite in the
Face book.com world (comS core )
e S e g me nt
Ag 6-May 7-May
• Ov e r 55,000 re g ional, w ork-
re late d, colle g iate , and hig h s chool
0 0 P e rc e nt Chang e ne tw orks
Total Audie nce • More than half of Face book us e rs
are outs ide of colle g e
Unique Visitors (000) 14,069 26,649 89%
P e rs ons : 12-17
1,628 4,060 149% • The fas te s t g rowing de mog raphic
P e rs ons : 18-24
5,674 7,843 38% is thos e 25 y e ars old and olde r
  Persons: 25-34
1,114 3,134 181%
• Maintain 85 pe rce nt marke t s hare
  Persons: 35+
5,247 10,412 98%
of 4-y e ar U.S . univ e rs itie s
Source: comScore

Source: Facebook

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1 | S ocial Ne tw orks and W OM Ins pire Trus t

Social Networks 101

7 © Future Think LLC | Ne w York, NY | All Rig hts Re s e rve d

1 | Brands are Going W he re Cons ume rs Play

1 | Brand Name Social Networks

• Disney DXD Disney Xtreme Digital is slickly designed, but a bit
overwhelming on the senses of anyone past the tween Hannah-
Montana-Vs-U2 years. Kids outside of the US will be disappointed,
though, because the site won’t work for them. Perhaps Disney’s
lawyers should have included an easy-to-understand primer of
international copyright laws.
• GoRunEasy.com Run by the shoe company Reebok
http://en.wikipedia.org/wiki/Reebok , GoRunEasy is a site for runners
to get together and discuss their runs and workouts, share photos
and more. It seems like a fairly natural fit for the brand.
• MarthaStewart.com The Domestic Diva sets you up as a “contributor”
where you have your own page, info on yourself, save your favorite
recipes, and participate in the message boards. Probably one of the
best fits for a brand to have a social network; it’s odd that Oprah
doesn’t have one.
Source: Mashable.com | http://mashable.com/2008/04/06/brand-name-social-networks/

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1 | Brand Name Social Networks

• Toyota Hybrid - Do you own a Toyota Hybrid? Are you passionate
about it? Then Toyota has the social network for you where you can
share your love for your car and tell everyone your reason for being
in love with your Hybrid. Great way to tap into the ‘next generation’
car culture.
• Pepsi.Youniverse.com - Powered by the Youniverse white label social
networks, this Pepsi social network focuses on European football
(soccer). Considering the passion for this game (everywhere but the
USA), this one may seem an odd blend at first, but globally it could
work.
• Think.MTV.com - Run by MTV, their Think social network is mainly
about motivating their youth demographic to care about politics and
knowing that their voices do count. Probably the most noble of the
offerings.
Source: Mashable.com | http://mashable.com/2008/04/06/brand-name-social-networks/

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1 | The Many Opportunitie s for Marke te rs

• Adv e rtis ing
– Banne r Ads
– Conte xtual//Ne ws Fe e d/Fly e r Ads
– S ocial Ads
• Marke ting
– Face book & My S pace Pag e s and S pons ore d Groups
– Caus e s
• W ord of Mouth/Inte raction
– Applications
– W idg e ts
• Inte llig e nce
– Profile s and Ne twork information
– Public Groups
– Polls & Re s e arch

1 | W hat Are Y ou Try ing to Accomplis h?







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2 | Social Network Technographics™
Publish a blog
Taken together, these groups Creators
Publish your own Web pages
Upload video you created
make up the ecosystem that Upload audio/music you created
Write articles or stories and post them
forms the social networks.
Post ratings/reviews of products/services
Comment on someone else’s blog
By examining how they are Critics
Contribute to online forums
represented in any subgroup, Contribute to/edit articles in a wiki

marketers can determine
which sorts of strategies make Collectors
Use RSS feeds
Add “tags” to Web pages or photos
sense to reach their “Vote” for Web sites online
customers.
Maintain profile on a social networking site
Joiners
Visit social networking sites

Read blogs
Watch video from other users
Spectators Listen to podcasts
Read online forums
Read customer ratings/reviews

Inactives None of the above

Source: Forrester Research Groups include people participating in at least
one of the activities monthly.

2 | Who’s On Social Networks?

Source: Forrester Research © Ma rke ting Sa va nt™ | Gre e n Ba y, WI | All Rig hts
15
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2 | Members Communicate on Social Networks

See what my friends are up to: 86%

Sent a message to someone: 79%

Posted/updated my profile: 70%

Looked at profiles of people I didn’t know: 65%

Searched for someone that I used to know: 59%

Send a friend/connection request: 53%

Listened to music: 47%

Read a blog or journal: 51%

Wrote on someone’s profile page (e.g. wrote 55%
on a wall, posted a testimonial):
Watched a video: 40%

Base: US online adult social networking site users, Source: North American Technographics Media And Marketing
Online Survey, Q3 2007

17 © Future Think LLC | Ne w York, NY | All Rig hts Re s e rve d







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3 | The Fifth P of Marketing: Participation

Where do Social Networks and Social Media Marketing fit into the
classic “4 Ps of Marketing” model?

The traditional 4 Ps of Marketing encompass Product, Price, Place
and Promotion.

Social Media as well as social networking sites enable the Promotion
aspect, especially the Word of Mouth part of it. Subsequently, the
Word-of-Mouth and ‘connectedness’ component enables the 5th P of
Marketing Participation.

As Social Network users begin to amass more connections on social
networking sites, it is becoming increasingly difficult to separate
friends and family from acquaintances, commercial interests and
professional contacts. It’s not uncommon for the average Facebook
or Myspace user to have thousands of ‘friends.’ You need to
Participate to join that conversation
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3 | Using Social Networks for Marketing
Customer community and relationship development

Online social networks allow a prospective customer or prospective member
to easily facilitate a real, human level connection with individuals within an
organization. This enables genuine business relationships to form and puts
an authentic human face on the interaction.

Support campaigns reaching social network users

For many organizations, it would be valuable enough to develop a social
network site in conjunction with a seasonal campaign, a trade show, an
event or to support an upcoming product launch.

Customer support and service networks

Not all social networks have to affect the businesses top line. Some affect
the bottom line by reducing support costs, connecting customers with peers
that can help them (and reduce the load on your support staff) and offer
solutions that form a growing knowledge base of content that forms the
‘long-tail of support’ for your organization.

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3 | Using Social Networks for Marketing
Serve as an additional ‘product’ or ‘service’ of your organization

By creating a strong network of human capital assets, a single service
provider can provide a much greater value proposition to a prospective
customer than an organization working without the benefit of the network.

Increasing the value and extend the “shelf life” of events

By creating an online social network of event attendees extends the “shelf
life” of an event, enabling the attendees to remain connected and help your
customer community more effectively achieves its goals.

Differentiate your service through your customer connections

If a customer can easily identify his or her areas of commonality with the
customers of a prospective service provider, that customer can have some
assurance that the service provider will understand the customer’s point-of-
view, and provide the type of service that the customer expects and
supports.

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4 | The Social Network Marketing Process – L-A-M-P


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3 | The Process for Social Network Participation

Social Media
Awareness

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L | LISTEN:
Where are your customers online/offline?
• Blogs, Social media tools (e.g. LinkedIn Answers), Discussion Forums,
Twitter, etc…/Events
Monitor these conversations:
• Find your brand using Google Alerts, Keotag.com, Boardreader.com
and Technorati.com
• Use a central tool to track the different conversations happening
around your company. Most online conversations are RSS enabled,
barring a few Yahoo! groups that don’t support RSS. Use a RSS reader
(e.g. Bloglines.com) to gather all these conversations into a central
repository and create a folder that you check on a daily basis.

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A | AWARENESS:
Calculate Brand perception within these conversations
• News & Blogs (Google search, Google Blog search, technorati search)
• Keyword mentions & incoming links
• Corporate Blog (Unique users, hits, trackbacks, comments)
• Brand Scoring system (how much buzz are you getting vs.
competition)
• Assign a marketer to staying aware and alert to what’s going on in
social networks and social media
– Around your company
– Around your competitors
– Around your industry

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M | MEASURE:
The value of social media presence can be calculated by simple methods:
• Reach
How many people are influenced by our social networking efforts?
• Acquisition
How much of their attention have we acquired through connections,
website visits, and time spent engaging with us?
• Conversion
How many have we ‘converted’ toward the ultimate goal (subscription,
sales, leads, registrations, evangelists, etc.)?
• Retention
Are we reducing customer churn, lowering our overall cost to serve,
increasing the purchase value/volume/frequency, and growing the
lifetime value of our customer base?

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M | MEASURE:
Another take on the process of measuring social media value

Source: Forrester Research 27 © Ma rke ting Sa va nt™ | Gre e n Ba y, WI | All Rig hts
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P | PARTICIPATE:
Create a strategy around how you wish to participate!
You have the following options:
• Be where the users are
• Facilitate easier means of communication with them
• Create brand evangelists
• Be a source of information on the company
• Respond swiftly and honestly
• Start publishing content
• Stir internal company conversations
• Improve product and user experience
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4 | Join or Create a Social Network

• Marketers are faced with the decision to join an existing social network like
Facebook or Myspace or create their own community and social space to
connect customers together
CONSIDERATION YES NO
I have a significant base of If y our bas e is the c onne cting ty pe , Look for fans in e xis ting fav orite
customers that I can reach out to the n build it and inv ite the m. s ocial ne tworking s ite s .
immediately upon forming a
community.

M industry is full of companies
y If the y ’re on the e xis ting s ocial This is a g ood opportunity for y ou to
that connect with their ne twork s ite s , c re ate a g roup and build a s trong community if y ou
customers in communities. join the m the re . If not, y ou mig ht hav e cus tome rs and fans like ly to
hav e a hard time pulling the m into join.
y our s tandalone ne twork.

I can find my brand online in Your c us tome rs may be waiting for If the re ’s not much buz z about what
newsgroups, social networks, y ou to me e t the m on My S pac e and y ou do, the n the fav orite s ocial ne ts
review sites and blogs. join the m in forums . If y ou hav e mig ht not be the plac e for y ou.
s ig nific ant v alue to add, y ou may Howe v e r, a s tandalone ne twork can
cre ate y our own s tandalone he lp g row y our loy al bas e if y ou
ne twork. hav e s ig nificant v alue to s hare with
y our cus tome rs .

W already have a company
e Building on an e xis ting following is Cus tome rs who are not c urre ntly
blog, forum, user group or the e as ie s t way to form y our own re g ularly c onne c ting with y ou may
annual customer event. s tandalone s ocial ne twork to offe r s till be c onne cting with e ach othe r.
ne w way s to conne c t cus tome rs . S e arc h out cus tome rs within y our
cate g ory of inte re s t in e xis ting
s ocial ne twork platforms .

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Face book
• Cre ate a pag e for y our e mploy e e s
• Us e for pe e r re cruitme nt
• S hare e v e nt & corporate info
• Limit to thos e w ith y our
corporate e mail addre s s e s

Linke dIn

• Gre at for corporate
alumni g roups
• Cas t a w ide ne t for
upcoming and acute -
ne e d tale nt
• Allows e mploy e e s to
conne ct with the re s t
of the w orld, and e ach
othe r

Cus tom S ocial Ne tw ork

• Acce s s to the s ig nificant
corporate re s ource s
• Conne ct to curre nt and
e x-e mploy e e s w ith w hom
I fe e l a re al camarade rie
• Endle s s opportunitie s for
doing bus ine s s with othe r
e mploy e e s re g ionally ,
nationally , or g lobally .
• Inv olv e me nt in initiativ e s
of mutual inte re s t s uch as
community proje cts







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5 | Where Do We Go From Here?

• Web users are already connected – they now seek
simplicity and synchronization across multiple accounts
both online and off.
• Every company on the Web holds mountains of data
about the people that visit their sites – all this data can
be used to create “smart” applications that make our
Web experiences more seamless.

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5 | Where Do We Go From Here?

What does it mean for you? Ask Yourself:
• How can you create a Web experience for your customers that
both respects their privacy and reduces redundant/unnecessary
behaviors?

• If the Web evolves into a place where applications are
automatically suggesting content to users, how will you ensure that
you can still connect with potential customers and partners? How
will you stay relevant in the Semantic Web?

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Final Thoughts

Over the next few years, we expect to see a rise in familiar brands,
such as WebMD, Nike, ESPN, or the FoodNetwork, building
applications within the Facebook or OpenSocial platforms. Watch for
new companies, applications, and uses to emerge in the coming
months.

Looking ahead, we encourage you to avoid the short-term “put-a-
banner-ad-on-Facebook” strategy. As we’ve pointed out, there are a
number of longer-term directions you should consider in order to
effectively leverage this nascent platform as a real business
opportunity.

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Final Thoughts

“Every brand needs to be relevant and part
of a community. They need to open a
dialogue with their consumers, but they
also need to be prepared for what could be
negative feedback and I don’t think all
marketers are ready for that.”
- Bob Ivins, EVP, comScore

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Jumpstart You Social Network Marketing
5 Simple Rules For Effective Social Network Marketing

2. Don't s tart with the tool. De fine the bus ine s s obje ctiv e and the n s e le ct the tools to
achie v e the m. Ofte n it w ill be a combination of channe ls , including v ide o, podcas ts ,
dis cus s ion g roups and s ocial me dia.
3. Ge t e mploy e e s inv olv e d. Online cus tome rs are like ly to be more knowle dg e able
about y our company and marke t than mos t pros pe cts . De putiz e y our e mploy e e s to
s pe ak for the company .
4. Be re s pe ctful and ope n to criticis m. Ig noring or (e v e n wors e ) de le ting ne g ativ e
comme nts w ill only make y ou look arrog ant and de fe ns iv e .
5. Be pe rs onal. S ocial me dia are about pe ople . W hate v e r y ou do, le t the human v oice
come throug h. Include bios , photos and s tate me nts by the e mploy e e s who will be
e ng ag ing with the community . Mix pe rs onal and profe s s ional topics and inv ite
v is itor re s pons e .
6. Take a long -te rm v ie w. Y ou're forming re lations hips , not de liv e ring me s s ag e s . The
firs t 13 we e ks are jus t a s tarting point. S ucce s s ful campaig ns may s tre tch out a
y e ar or long e r. Choos e topics that hav e s tay ing powe r and contributors w ho are
pas s ionate about inte racting with the ir cons titue nts .

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Homework!

• Get acquainted with blogs and the consumer media space
www.technorati.com

• Setup a LinkedIn profile and connect to your co-workers and
friends
www.linkedin.com

• Setup a FaceBook profile page and look for your
friends/classmates/kids
www.facebook.com

• Explore RSS and Newsfeeds (look on your favorite sites for the RSS
button)
www.bloglines.com

• Setup a NING (www.ning.com) network
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Social Network Marketing:
MySpace, YourSpace and TheirSpace,
Connecting With Your Customers In Online Social Networks

Q&A

Need help after the presentation? Email dana@marketingsavant.com

Social Network Marketing: MySpace, YourSpace and TheirSpace, Connecting With Your Customers In Online Social Networks

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