Social Media Strategies - social3i - School of Visual Concepts - October2010

www.social3i.com | Seattle Washington blog

Developing Social Media Strategies
School of Visual Concepts
October 6, 2010

Andy Boyer
Xavier Jimenez

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

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.
• Background with RealNetworks, Publicis, Microsoft, Photoworks, venture-
backed startups, non-profits, and minor league baseball.
• Join us:
• www.Social3i.com
• Twitter: @social3i
• Social3i.blogspot.com

Social Social
Intelligence & Ideation & Influencer Marketing
Insight Planning Marketing Program Competency
Development Training


Agenda

9:00 Intros

9:15 Section 1: The Social Marketing Imperative P
a
9:45 Section 2: Social Media Best Practices and Case Studies r
11:15 Email Break t

11:30 Section 3: Learning About Your Brand, Market and Competiton Online 1

12:15 Lunch

12:45 How to: The Blueprint for Building a Social Marketing Campaign (Part 1) P
1:30 Real Life Case Study – Teatro Zinzanni a
“How We Do Social Media on a Shoestring” r
2:15 Real Life Case Study – Merrill Gardens t
“Organizational Development”
3:00 How to: The Blueprint for Building a Social Marketing Campaign (Part 2) 2



Section 1: The Social Marketing Imperative
(Aka… Why are we doing this?)

What we’re READING in 3rd party research

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

Data: Nielsen Research / Comscore Media Metrix 2009


What we’re HEARING in the marketplace

Social monitoring & marketing has evolved…

• Listening is important, but it’s not
enough.

• Measuring social marketing
efforts using KPI’s is now a best
practice.

• Exemplary brands, are now expected to intelligently join
in the conversation to meet consumers on their terms.


What we’re SEEING brands do

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:
• crowdsource 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.


The Mainstream Has Adopted Twitter


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

Page 10

Consumers want to say hi

13,000,000+ Fans!


Social to mainstream


Mining social for memes


Mining Social for memes



Social Media Stats for Boardrooms
and Cocktail Parties

Theme 1 - The Face of the New Internet is Social


The Social Media Heavyhitters


People trust blogs

The Blogosphere is a wealth of
product and marketing information,
both for consumers, and marketers.

Marketing Budgets are Integrating Social


Random numbers

1. 90% of online consumers trust recommendations from people they know;
70% trust unknown users, 27% trust experts, 14% trust advertising, 8%
trust celebrities (Econsultancy, July 2009, Erik Qualman, Socialnomics)
2. 75% of people don't believe that companies tell the truth in
advertisements (Yankelovich)
3. 70% consult reviews or ratings before purchasing (BusinessWeek, Oct.
2008)
4. 51% of consumers use the Internet even before making a purchase in
shops (Verdict Research, May 2009)
5. 45% say they are influenced a fair amount or a great deal by reviews on
social sites from people they follow (46% say reviews in newspaper or
magazine influence them.) (Harris Poll, April 2010)



Section 2: Best Practices for Social Media

Basic Logos We Need to Know

Facebook Twitter YouTube LinkedIn Wordpress

Blogger Wikipedia Foursquare MySpace Flickr


Defining Channels
(The Brian Solis Flower)


Social Marketing Objectives

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



Case Studies

Resources for the class:

Delicious.com/social3i


Customer Support - Comcast


Dell Idea Storm


Mad Men Yourself


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.


Starbucks Conversation


Starbucks


Why you need to monitor


Small Busines Awareness – Common Craft


Blendtec:


Awareness – Blendtec:
WillItBlend on YouTube
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 44 social3i Proprietary and Confidential 44

Coca-Cola Happiness Machine


Spreading the Happiness

<object width="640" height="385"><param name="movie"
value="http://www.youtube.com/v/lqT_dPApj9U&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&hl=en_US&am
p;fs=1" type="application/x-shockwave-flash"
allowscriptaccess="always" allowfullscreen="true" width="640"
height="385"></embed></object>


The Fun Theory


Bing Jingle

Page 48

Papa Johns


“Buying” Fans? – Papa John’s

• 150k fans Day 2

• 100k fans Day 1

• Levels off`

Page 50

Social Media Social Media for PR & Brand
BaconSalt’s Integrated Campaign

Page 51

Integrated Planning - TeatroZinzanni


Local - The Met Grill


Local – The Met Grill


The Taco Trucks….


Foursquare Tutorial

Copyright Flair Media on Slideshare:
http://www.slideshare.net/KarynCooks/jumping-in-to-
foursquare-reviewing-locationbased-platforms-for-business


Gowalla

Great case study on Gowalla written by Vayner Media
http://www.slideshare.net/guest43ee0f/early-proofthatgeolocationmarketingwillsucceed


Wikipedia –
How REI Edits Their Page and Respects the Community

Page 58

Fail: Motrin Backlash


Fail: Nestle’s Facebook Debacle


What Happened

• Environmental activist group Greenpeace has long been putting the
pressure on Nestle to stop using palm oil, the produ
• 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."


Fail: Whole Foods


Fail (Or win?) Skittles goes all Social
Day 1


Day 2


Day 3

Page 65
October 7, 2010 social3i Proprietary and Confidential 65

The Result



Section 3: Building Social Media Measurement Best
Practices, Tools, Examples & Case Studies

How to Build Measurement Best Practices

Social Monitoring Tools First rule of Analytics = If you are
in a hurry…slow down…and make
sure you are asking the right
questions.

Human Powered Analysis Second rule of Analytics = Make
sure everyone in the organization
“I see a lot of peoples time get
“chewed up” in Cycles where they is “on board” with performing
have no time to do anything but
reporting. One of the things about S.M.A.R.T. measurement
analysis is it takes some pretty
detailed, focused time where you
can sit in front of a computer and
really work with the tool and work Third rule of Analytics = Put tools
with the data. “
in there place. Reliance on tools,
- Gary Angel, President
Semphonic is a rookie mistake and often fuels
analysis paralysis…


Online Business Measurement Quadrant

Community Buzz/Conversation

Uncontrolled
•Brand commentary, •Brand commentary, rants,
ratings and other UGC raves and other UGC
published on corporate published on third-party Benchmark social
website, microsite. websites, web applications channels first,
and mobile. then plan
• Cost per CS resolution programs
• UGC content /total content • Volume
Sentiment

• Engagement
• Sentiment

Website Audience
•Traditional marketing •Traditional marketing
messages/content messages/content
published on published on
corporate website or third-party website or
microsite. microsite.
Controlled

• Bounces, Unique Visits • Impressions
• LP conversion • Click Through Rate
• Sales • Sales
On Site Off Site

Content


Creating a
Measurement Plan


Building measurement best practices takes time

Programmatic Don’t put unrealistic
The realistic goal:
expectations or
• Methodical
conditions on
• Predictable
yourself or your
• Scalable
team
Complexity

Experimental

Start here: Beware the endless
Benchmark strategic cycle of testing that
focus areas and pick a prevents you from
few fun projects scaling your results

Novice Expert
Maturity

Write a Measurement Brief

1

2

Start with a business question, 3
problem, issue or opportunity
1. From that question, set
clear and simple Business
Objective(s) 4

2. Define Goal(s) designed to
achieve objectives
3. Strategies must support
goals
4. Metrics and the tools
needed to measure the
success, should be
(S.M.A.R.T)


New Measurement
Tools & Technologies


Social Intelligence Tools

The new field of "Social Intelligence" uses highly specialized tools to
collect, cleanse, catalog, analyze and report on conversations
happening on the social web. These tools count social actions and
measure impressions, buzz & sentiment.


Some tools we use


Radian6 – Best for the Enterprise

Feedback
Pros: Largest company reviewed by Forrester.
• Easy to use widget based dashboards
• Real-time data can be configured to listen and
respond to UGC posts as they happen.
• Tracks established social media KPI’s
(volume, engagement and sentiment) with
automated workflow tools to turn this data
into action.
• Allows multiple users to immediately engage
with important conversions via the
engagement dashboard.

Cons: Data quality has some serious issues.
• Spam hygiene requires significant time
investment by the tool operator
• Scoring of sentiment in twitter has known
defects* that have yet to be addressed in the
latest version of this tool
• Volume based pricing can make this tool
expensive for novice users.


Alterian – Best for Midsized Companies

Feedback
Pros: One of the largest data sets among all
tools, and a dashboard built for Analysts.
• Data warehouse has nearly 4 Billion
conversations indexed as far back as
2004
• Dashboard built for analysts to do both
qualitative and quantitative analysis.
• Customizable sentiment dictionary allows
for the most accurate sentiment tracking of
all NLP based tracking tools.
• Email reporting capabilities are good.

Cons: Data latency concerns and workflow
tools require custom configuration to be
impactful.
• Volume based pricing can make this tool
expensive for novice users.
• Workflow tools are complicated to
configure
• Customer support services are slow to
respond.


Lithium – Good for Small Companies

Feedback
Pros: Decent coverage at a
reasonable cost
• Dashboard collects data in real time.
• Excellent video capture data
• Flat fee pricing for unlimited search
results.

Cons: Workflow tools are not
powerful enough for engagement
• Facebook data coming soon
• Twitter data is incomplete


Viral Heat – Good for Start-ups

Feedback
Pros: Low price/ decent service
• Uses data aggregators to do a
better job than google alerts
• Dashboard built for quantitative
analysis.
• Pricing as low as $9.99/month

Cons: Data latency concerns and
workflow tools require custom
configuration to be impactful.
• Can’t go back in time
• Workflow does not empower
engagement
• Customer support services are slow
to respond.

Shoestring Dashboard – Good for lots of things

Feedback
Pros: Free/low cost tools, widgets and
time can get you 70% of what paid tools
provide for less than 30% of the cost.
• Free Buzz monitoring tools are
plentiful
• widget based tools can organize, filter
and present large amounts of data
quickly
• Major social channels can be
monitored effectively using elbow
grease.

Cons: Lacks the coverage and analytical
power of paid tools
• Free tools do not cover the entire
social web
• Free tools do not provide deep
analytical capabilities
• Free tools do not integrate workflow
for engagement purposes


Measurement
program example


An Organic sunscreen
manufacturer wants to
understand whether
social media can increase
brand awareness and trial.


Example – Acme Sunscreen
Listen [Research] Hypothesize Track Test Re-test (Learn)

Listen
Key Learning from Radian6:
Identify top social media Blogs sending traffic to your site include mommy
locations based on volume of blogs, where site discussion is highly on topic and
organic sunscreen there are specific mentions of organic sunscreen
conversation products which are increasing in frequency over
the last 30 days.
Benchmark Key metrics that
can be used to evaluate Overall Brand mentions were mostly neutral,
outreach opportunities (82%) but 16% positive and only 2% negative for
the period.
Using RADIAN6 to look at
conversations from the last
90-days, we found over 500 Area Key Metric
highly relevant blog Volume Volume of Posts (break down by keyword ]
conversations. Engagement Comments/Posts [broken down by topic]

Sentiment Brand Perception [Positive, Negative and Neutral]


Listen Hypothesize Track Test Re-test (Learn)

Hypothesize
Engagement
Rank Blog URL Posts Comments Rate
1 The Mommy Blog 90 680 7.56
Research shows people use 2 MommyBlog 90 300 3.33
blogs to share information, 3 Just Another Mommy Blog 30 220 7.33
about chemical-free sunscreen, 4 Blonde Mom Blog 50 100 2.00
5 Modern Mommy Blog 40 70 1.75
and some even mention your 6 So Close 30 70 2.33
brand name, Branded product 7 Kim Chi Mamas 20 60 3.00
conversation is highly focused 8 News From Hawkhill Acres 20 60 3.00
on “Chemicals” and “fragrance”. 9 Writing Mamas Salon 20 40 2.00
10 Joy Unexpected 20 40 2.00
11 Soapbox Mom 20 40 2.00
Hypothesize that a highly 12 Sarcastic Mom 20 40 2.00
focused and product specific 13 Mom101 10 30 3.00
14 June Cleaver Nirvana 10 30 3.00
outreach campaign, on the top 15 Absolutely Bananas 10 20 2.00
20 mommy blogs, promoting
16 Crunchy Domestic Goddess 10 20 2.00
your products may find success 17 Committed Parent 10 20 2.00
in this community. Play Groups Are No Place
18 For Children 10 10 1.00
Mom To The Screaming
19 Masses 10 10 1.00
20 Mom’s r us 10 10 1.00



Track
Configure web analytics
tools to segment traffic
coming to your website
via tweets, blog posts,
Facebook wall posts etc.

Determine which content
and what source is
driving the most desired
behaviors.

Compare earned media
cost per action to paid
media.



Test
• Test offers of 20%-off
the sunscreen on the
mommy blogs where the
discussions are taking
place.

• Display Buys

• Personal “on-topic” and Buy ACME
relevant engagements sunscreen &
win a ride on
this unicorn!



Rank Top RT's Clicks
Learn 1 Fussypants 190
2 Queen of Spain 110
• If you find success, re-test creative that is 3 CrunchyGoddess 100
platform and media specific as well. 4 JessikaKnows 88
Moms: Get 20% off the only truly chemical- 5 Type A Mom 60
free sunscreen this week only. 6 Resourceful Mom 55
http://bit.ly/yourtrackingcodehere
7 PhD in Parenting 54
• Ex. create a Twitter promotion: 8 Geek Mommy 53
9 Rocks In My Dryer 52
• Identify top Re-tweeters
10 SarcasticMom 50
• Track CTR using url
shorteners
• Identify top LP’s Total Clicks LP Visits CONV. %
• Compare cost per action to
paid media Sage 54 2.07%
Lavender 63 2.42%
2,604 Melon 95 3.65%
Coco Butter 29 1.11%
Fragrance Free 88 3.38%


Example checklist of well executed measurement

For online businesses:
 Measure causal actions (activities, transactions).
 Measure the change in traffic over time and whether the ratio of “organic
traffic” changes in relation to other social media activity.
 Compare change in social traffic to other channels.

For offline businesses:
 Focusing on “softer metrics” like achieving greater brand awareness,
customer advocacy and content ‘pass-along’.
 If you get sales that don’t come directly from the web, like from CSR’s, look to
co-relate factors that align with long term business success.
Example: changes in the top ten questions CRS spend time on and whether this
increases or decreases CSR efficiency.


Measurement
Case Studies


Case Study – Naked Pizza

• Naked Pizza a New Orleans pizza takeout
and delivery restaurant with a mission to
make an unhealthy and popular fast food
healthier, more nutritious, and better
tasting!

• Naked Pizza has annually revenues of over
1 Million and has a significant twitter
presence

• The CEO posts up to 15 times a day and said http://twitter.com/NakedPizza

his company is now posting as well and
primarily using Twitter to market to an
area with a 3 mile radius of their stores.


Case Study – Naked Pizza

• Naked Pizza has a sustained 20 percent of
• 20% of total sales dollars coming from its Twitter
sales from presence.
twitter
• They use Google Analytics to monitor their
• Set a one day website activity and determine which pizza’s
sales record of
are best sellers to its online audience which
65% of sales
from Twitter drives a significant portion of its total business

• 85% of new • By aggressively measuring its most profitable
customers channel, Twitter, it has made such a difference
from Twitter for Naked Pizza that they removed the “call for
delivery "billboard in front of the restaurant and
changed it to “twitter – follow us for specials –
www.twitter.com/nakedpizza”


Case Study – Pink Cake Box

• Pink Cake Box is a specialty baker in
New Jersey that specializes in custom
wedding cakes, cupcakes and cookies
always made with an individual flair.
• In order to stay connected to their
customers, PCB employees blog, post
videos and images of their cakes on
Twitter, Facebook, Flickr and YouTube.
•

• As a result of very small but focused
marketing budget they’ve been on the
Rachel Ray show, Food Network and
CNN Headline News.


Case Study – Pink Cake Box

• Use blog to offer • PCB measures and manages blog
a constant
stream of new
performance using Google Analytics
cakes, contests,
& videos. • Initially they placed an emphasis on
traffic, which worked, but they quickly
• Over 2000
twitter followers
reached a saturation point where high
and 4700 traffic started contributing to a deluge
facebook fans.
of “information seekers”.
• The blog sees • They began focusing content on
about 120,000
visits per month products that lead to better order
and drives a conversions and phone calls. They used
majority of
custom cake data to inform product direction and sell
orders. more cakes.


Questions?



Section 4: Building a Social Marketing Strategy

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


A Checklist
(One Blueprint, not necessarily the DEFINITIVE Blueprint)

1. Define a Goal.
2. Start listening to the conversations
3. Decide upon a target audience.
4. Determine your budget – time and money.
5. Evaluate internal staffing options.
6. Evaluate your available content.
7. Choose your social brand.
8. Set up a dedicated email address
9. Lock down your urls and hide pages.
10. Decide upon an identity.
11. Build an editorial calendar.
12. Keep pages hidden and load content into the channels.
13. Go live.


Defining Goals

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


Defining Goals

• Is this an exercise for Awareness, Trial, Purchase,
Retention or Referral
• How do I know if this is successful?
• How do I know if not doing anything is hurting me?
• What does perfection look like?
• Understanding Viral vs Targeted.


IS SEO one of the goals?


Listening and Discovery Tool
www.Paper.li


Listening and Discovery - Going offsite to find
conversation already happening


Using LinkedIn for simple ground work

Page 103

Developing a plan - Discovery

• Where do my customers and competitors spend their
time online… For fun… and to find info?
• What kind of devices do my customers use?
• Where do I want my brand – and my name – to have
“presence” and be personally managed?
• Where is it unsavory, irrelevant, or not valuable to
maintain and invest in brand presence online?
• What are the least expensive and time-consuming
ways I can “amplify” and extend the reach of my
existing marketing campaigns and activities?


What should I expect?

• How large is your addressable target market?
• How often will you have news?
• Are you using Social Media for Awareness, Trial,
Retention or Referral?
• Are you going to actively engage with the customers?
• Will you use the customers’ feedback?
• Benchmark your competitors’ efforts
 How much time do you think they are devoting?
 Can you compete with that level of involvement?

Page 105

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?

106

Where in the Marketing Life Cycle to Focus

Awareness
• Being found in search
• Developing interesting
content

Retention Referral
• Involving Customers
• Customer support –
with development
Publicy solving
process
customer issues
• Giving customers
• Taking customer
ways to promote
feedback
your message


Determining Level of Effort/Time/Money


Decide how much control you can let go…


Defining Channels
(The Brian Solis Flower)


Understand 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


What will you share with the community?
Eloqua on Slideshare.net

Page 112

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


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 10/10
Mon 10/11
Tues 10/12
Wed 10/13
Thurs 10/14
Fri 10/15
Sat 10/16
Sun 10/17
Mon 10/18
Tues 10/19
Wed 10/20
Thurs 10/21
Fri 10/22
Sat 10/23
Sun 10/24
Mon 10/25
Tues 10/26
Wed 10/27
Thurs 10/28



Supporting Tools for Execution

DandyID


Url Shorteners – Bit.ly ―Goo.gl , ow.ly , etc…‖


Twitter Tools – CoTweet


Twitter Tools – TweetDeck (Also Hootsuite, Seemic)


Twitter Counter


Tweet Stats


Tweet Volume


Tube Mogul

• Allows one upload to launch to the majority of the video
sharing sites simultaneously.
• Keeps stats on each of your channels that allows you to
measure historically.
• Limited plans are free and then paid plans offer
increased reporting and site upload options.
• http://www.tubemogul.com

Page 123


In Class Discussion – Teatro Zinzanni and
Merrill Gardens


Extra – How to Create a Facebook Tab

Customization



Contact Info

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


Thank You

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Social Media Strategies - social3i - School of Visual Concepts - October2010

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